Form NHTSA Form 1085 NHTSA Form 1085 Participant Screener & Moderators Guide

APPENDIX C

OMB # XXXX-XXXX

Expiration Date: [Month] [Day], [Year]

Appendix C - Draft Recruitment Screener & Moderator’s Guide

Paperwork Reduction Act Burden Statement
A federal agency may not conduct or sponsor, and a person is not required to respond to, nor shall a person
be subject to a penalty for failure to comply with a collection of information subject to the requirements of the
Paperwork Reduction Act unless that collection of information displays a current valid OMB Control Number.
The OMB Control Number for this information collection is 2127-XXXX. Public reporting for this collection of
information is estimated to be approximately 90 minutes, including the time for reviewing instructions,
completing and reviewing the collection of information. All responses to this collection of information are
voluntary. Send comments regarding this burden estimate or any other aspect of this collection of
information, including suggestions for reducing this burden to: Information Collection Clearance Officer,
National Highway Traffic Safety Administration, 1200 New Jersey Ave, S.E., Washington, DC, 20590.

NHTSA Form 1085

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APPENDIX C

OMB # XXXX-XXXX

Expiration Date: [Month] [Day], [Year]

Draft of Recruitment Screener for Distracted Driving Focus Groups
Ask to speak someone in the household who is age 18 to 45 and is a licensed driver. If none
available, terminate.
NOTES TO RECRUITER:
Age/gender composition of each of four groups:





Group 1: Women ages 18-25
Group 2: Men ages 18-25
Group 3: Women ages 26-45
Group 4: Men ages 26-45

For each group, recruit 12 participants in anticipation of 9-10 to show. Attempt to recruit
this ethnic and racial mix for each group:


Ethnic Groups
 3 Hispanic or Latino (English-speaking)



Racial Groups
 3 Black or African-American
 6 White

Hello, I'm __________________ calling for the [INSERT FOGUC GROUP COMPANY NAME]. We are conducting
a brief survey among people in our area about driving.
This collection of information is VOLUNTARY and will be used to recruit individuals to participate in a focus group
meeting. Public reporting burden for this survey is estimated to average 10 minutes per response, including the time for
reviewing instructions, searching existing data sources, gathering and maintaining the data needed, and completing and
reviewing the collection of information. We will not collect any personal information that would allow anyone to
identify you. Please note that a federal agency may not conduct or sponsor, and a person is not required to respond to,
nor shall a person be subject to a penalty for failure to comply with a collection of information subject to the
requirements of the Paperwork Reduction Act unless that collection of information displays a currently valid OMB
control number. The OMB control number for this collection is 2125-XXXX.
Could we begin now?

1. Do you or any member of your immediate family work in any of the following fields?
(if yes to any, terminate)
____
____
____
____
____

Marketing research, advertising, or public relations
TV, radio, newspaper or other media-related fields
Graphic design
Wireless or cellular phone sales or services
Local, state or federal government

2. Which of the following types of vehicles do you drive most often for personal, non-business travel? (read list;
accept only the one driven most often):
____
____
____
____
NHTSA Form 1085

Automobile
Mini-van
Full-size van
Sport utility vehicle
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APPENDIX C

OMB # XXXX-XXXX

Expiration Date: [Month] [Day], [Year]

____ Pick-up truck
____ None of these

(terminate)

(Note to interviewer: “none of these” includes motorcycles)

3. If you could change anything about the roads or drivers in the Syracuse area, what would it be?
(NOTE TO RECRUITER: This is an articulation question. If brief response, probe for explanation. If
respondent cannot offer a point-of-view and/or follow-up explanation, terminate. Content of response is less
important than respondent’s ability to articulate a response.)
____ Articulate
____ Not articulate (terminate)

4. Thinking about New York’s laws about limiting cell phone use while driving, which of these five statements that
I’ll read to you best describes your opinion (read statements; repeat if necessary):
____ New York’s laws about limiting cell phone use while driving are good, but
occasionally I use my phone while driving
____ These laws are not really necessary
____ These laws are too over-reaching and should be changed or repealed
____ I’m not aware of or very familiar with these laws to have a good opinion
about them
____ I never use my cell phone while driving (terminate)

5. On average, about how many times do you use a cell phone each day? Would it be ----- (read list):
____ At least 5 times a day
____ 1 to 5 times a day
____ Less than once a day or not at all (terminate)

6. Recruiter: Record gender based on voice:
____ Female
____ Male

(note: separate groups for each gender)
(note: separate groups for each gender)

7. For classification purposes, please tell me which of these age groups you are in (read list):
____ 18-25
____ 26-45

(note: separate groups for each age range)
(note: separate groups for each age range)

8. Do you consider yourself Hispanic or Latino?
____ Hispanic or Latino (attempt for quota of 3)
____ Not Hispanic or Latino

9. Do you consider yourself: (Read list and check all that apply)
____
____
____
____
____
____

NHTSA Form 1085

American Indian or Alaska Native
Asian
Black or African American (attempt for quota of 3)
Native Hawaiian or Other Pacific Islander
White (attempt for quota of 6)
Refused (terminate)

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APPENDIX C

OMB # XXXX-XXXX

Expiration Date: [Month] [Day], [Year]

10. Have you participated in any market research panel discussions or focus groups in the past three months?
____ Yes
(If “Yes,” terminate)

____ No

Thank you for helping us with this survey. We have also been asked to convene a panel discussion in ______ among
people like yourself to give further opinions about advertising ideas for driving-related issues. This discussion will take
place on (date) starting at (6:00/8:00) p.m.
It will last about 80 minutes, and we would like to offer you $75 for your time and participation. (etc. re: invitation,
location, and other details.)

END OF SCREENER GUIDE

NHTSA Form 1085

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APPENDIX C

OMB # XXXX-XXXX

Expiration Date: [Month] [Day], [Year]

Draft of Moderator’s Guide for Distracted Driving Focus Groups
READ:
This focus group is being conducted to collect information that will help us better
understand your opinions about an important highway safety issue.
This collection of information is VOLUNTARY and will be used for formative purposes
only so that we may develop and evaluate programs designed to reduce the number of
traffic-related injuries and deaths. Public reporting burden is estimated to average 80
minutes, including the time for reviewing instructions, searching existing data sources,
gathering and maintaining the data needed, and completing and reviewing the collection of
information. We will not collect any personal information that would allow anyone to
identify you. Please note that a federal agency may not conduct or sponsor, and a person is
not required to respond to, nor shall a person be subject to a penalty for failure to comply
with a collection of information subject to the requirements of the Paperwork Reduction Act
unless that collection of information displays a currently valid OMB control number. The
OMB control number for this collection is 2125-XXXX.

Introductory remarks
 Refer to “highway safety” and “TV commercials” as topics
 Avoid references to NHTSA and government sponsorship

“WARM-UP”:
What annoys you the most about other drivers?

TOPIC TRANSITION:
What are your opinions about (state’s) cell phone law while driving? Probes might include:



How important is this law to safety?
Are your opinions any different for driving in rural vs. city/suburban areas?

When, or in what situations, would you never use your phone while driving? (probe for
reasons)

RESPONSES TO ADVERTISING:
Explain the animatics format of the commercials. Show demonstration, using “Stuck With A
Ticket” animatics and final commercial. Emphasize the point that the commercial in final form will
not be animated.
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APPENDIX C

OMB # XXXX-XXXX

Expiration Date: [Month] [Day], [Year]

Hand-out first of four notes sheets and direct participants to briefly note their thoughts about each
commercial after it has been shown, i.e., what they like, don’t like, main thing(s) they think about or
remember with seeing it, and a grade.
Show first commercial. (Note: order of presentation will be changed for each group). After first
showing of each commercial, stop DVD for the participants’ quick notes, then discussion.

Who graded this an “A?” “B?” --- etc. for all grades
For each of the highest and lowest grades, probe for reasons why
If spot gets high grades from most participants, probe those who gave it “B” or “C”
relative to, “What would need to be done to the commercial so that you might give it
a higher grade?”
Obviously, the commercial’s main message is to warn people to not use cell phones
while driving. What one or two things in the commercial helped convey that message?
What one or two things in this commercial really stuck out in your mind?
Which one of these things (show list on board or flipchart) does the commercial seem to
emphasize most? --




Phone use while driving is unsafe
Phone use while driving is distracting
The next time you disobey the law, you might get a ticket
Phone use while driving is against the law

(probe if necessary)
Does the commercial remind you of anything you’ve seen or heard before?
Show commercial again
What other thoughts do you have about it?
Assume the main message in the commercial is that people disobeying the state’s cell phone
law are going to be more likely to get a ticket because enforcement is being stepped up -How clear is that message in this commercial?
NHTSA Form 1085

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APPENDIX C

OMB # XXXX-XXXX

Expiration Date: [Month] [Day], [Year]

After all four commercials have been shown:
Again, consider the situation where police at both the local and state levels really step
up enforcement of the cell phone law. Which commercial would work best to promote
that message? (probe)
Some consideration has been given to adding a themeline to the advertising: “A phone
in one hand leads to a ticket in the other.” (Show line on board or flipchart). To what
extent would adding this line help the commercial you think is best? (probe if
necessary) (Also, if group requests, show any one or more of the spots again)

NOTES FOR COMMERCIAL “(A/B/C/D)”


Things you especially like about this commercial



Things you don’t like about this commercial



The main thing that sticks out in your mind



Grade it. If the main message is, “Watch out! Cops are stepping up enforcement of the
state’s cell phone law.” --- give it a grade of A, B, C, D or F:

NHTSA Form 1085

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APPENDIX C

NHTSA
Distracted Driving
:30 TV
“Attention!”
VIDEO

AUDIO

Open on a man driving down a street. The
man answers calls and texts but instead of
hearing someone talk the person appears
running alongside his car.

SFX: Street sounds and inside car
environmental sounds.

A woman runs up, smacks his window and
shouts.

WIFE: What do you want for dinner
tonight? Dinner?

A guy runs up with a surfboard.

SURFER: Killer waves! Join us, dude.
Dude?

A couple kids run up to the car carrying a
flute and a tuba.

KID: Daddy! Pick us up from band
practice!

A mechanic runs after the car with a
muffler in each hand.

MECH: You got a hole in your muffler! You
want to replace it with an L-40 or K3-14?

An old woman steps towards the car
carrying a birthday cake.

MOM: Don’t forget Aunt Maggie’s birthday
party tonight! Don’t forget!

The car continues to drive along with the
people following.

ANNCR: When people call and text you
while you drive, they take your attention off
the road.

Cut to the guy swerving and a cop car
pulling out after him.

ANNCR: And that draws the attention of
the police.

APPENDIX C

NHTSA
Distracted Driving
:30 TV
“Anti-Text and Talk Terradactyl”
VIDEO

AUDIO

Open on a policeman speaking to camera.

COP: Texting and talking have become a
major problem on our roads and
highways.

Cut to various shots of people talking and
texting while driving.

COP: In fact, people who text or talk
increase their crash risk by 10 times.

Cut to a guy in his car texting on his phone.

COP: That’s why we’re testing new
methods to get you to stop. Like the
anti-text and talk terradactyl.

Suddenly, giant terradactyl feet rip through
the ceiling of the car and grab his phone.

SFX: Car roof ripping and terradactyl
shrieking.

Then it flies off with the car roof still stuck
on its feet.

COP: Still got a few bugs to work out on
that one. But until then we’re more than
capable of doing the job with these guys.

Cut to impressive line of cops standing by
their cars.

APPENDIX C

NHTSA
Distracted Driving
:30 TV
“BAM!”
VIDEO

AUDIO

Open on a guy driving.

SFX: Street sounds and inside car
environmental sounds.

He picks up his cell phone and instantly
plows into the car in front of him.

SFX: BAM!

Cut to a girl driving. She picks up her cell
phone and instantly gets in a head-on
collision.

SFX: BAM!

This action is repeated several more times:
picking-up the phone results in instant
dramatic wreck.

SFX: BAM! BAM! BAM!

Cuts of cops pulling over distracted
drivers.

ANNCR: And that’s why this is happening
more than ever. (SIREN WAIL)

ANNCR: Cell phone related accidents are
happening more and more on our roads
and highways.

ANNCR: Text or talk while you drive and
we will catch you.

APPENDIX C

NHTSA
Distracted Driving
:30 TV
“Killer Phone”
VIDEO

AUDIO

Open on a guy driving.

SFX: Street sounds and inside car
environmental sounds.

His cell phone rings.

SFX: Ring!

He looks at it but ignores it.
It rings louder and starts vibrating and
buzzing.

SFX: BUZZ! BUZZ! BUZZ! RING! RING!

Suddenly, a face appears on the phone
screen and starts taunting the driver.

PHONE: You better get it! It’s your
girlfriend!

The phone keeps it up.

PHONE: Just send her a little text.
C’mon you know you want to.

The guy finally gives in and grabs the
phone. Instantly a police car hits the siren
and pulls up behind him.

SFX: Siren wail.

The phone shakes and laughs demonically.

SFX: HA! HA! HA! HA!

The cop walks up to the car window.

VO: Texting and talking while driving is not
only dangerous. It’s against the law.