SlideShare uma empresa Scribd logo
1 de 19
DEVELOPMENT AND TESTING
OF A CONCEPTUAL
FRAMEWORK FOR ASKING
ABOUT INTOXICATION: A MIXED
METHODS APPROACH
Presentation at the
ACSPRI 2014 Social
Science Methodology
Conference, Sydney
10 Dec 2014
Dr Nina Van Dyke
Director, Social
Research Group
Long
term
goal
Initial
focus
Target Objective
This
paper
The Social Research Group (a division of Market Solutions Pty. Ltd.) 2
PROJECT BACKGROUND & OBJECTIVES
The Social Research Group (a division of Market Solutions Pty. Ltd.) 3
EXAMPLES OF EXTANT SURVEY
QUESTIONS
To what extent do you agree with the following
statement – ‘It’s ok to get drunk’?
(2009 Victorian Youth Alcohol and Drug Survey)
How often on an occasion that you drink alcohol do you
intend to get drunk?
(Victorian Secondary School Students’ Use of Licit and Illicit Substances in 2011)
How many times, if any, have you had the following number of
alcoholic drinks on any one occasion when you have been drinking in
the last 2 weeks? (11 or more; 7-10; 5-6)
(Victorian Secondary School Students’ Use of Licit and Illicit Substances in 2011)
The Social Research Group (a division of Market Solutions Pty. Ltd.) 4
OVERVIEW OF METHODOLOGY
Literature
review
Integrated groups
Telephone survey
5The Social Research Group (a division of Market Solutions Pty. Ltd.)
QUALITATIVE RESEARCH
The Social Research Group (a division of Market Solutions Pty. Ltd.) 6
INTEGRATED GROUPS
Qualitative Research
The Social Research Group (a division of Market Solutions Pty. Ltd.) 7
QUALITATIVE RESEARCH FINDINGS
“I know I’ve had enough
when I start slurring my
words”
[behaviour not consumption]
“I’m a one pot screamer
but my friend can drink
like a fish”
[consumption not accurate]
“Call it tipsy, drunk or
smashed – I’ll still have
a hangover tomorrow”
[different terms used]
“Young people say they’re
smashed when I’d say they
were just a bit drunk”
[terms differ by age group]
“So you start out getting tipsy
and then get loud & excited,
slur your words, start losing
your balance and so on”
[stages of intoxication]
The Social Research Group (a division of Market Solutions Pty. Ltd.) 8
STAGES OF INTOXICATION
Stage 1: Start to feel warm or
flushed - most still able to
drive
[Tipsy – Happy]
Stage 2: Have more
energy/confidence - more
chatty/excitable/loud
[Excited – Drunk]
Stage 3: May slur words,
stumble or spill drinks -
limited inhibitions
[Drunk – Pissed]
Stage 4: More prone to
aggression/ emotional -
actions may lead to regret
[Pissed – Smashed – Trashed – Shitfaced]
Stage 5: Unconscious/passed
out - unable to stand/speak -
vomiting
[Blind – Wasted – Passed out]
9The Social Research Group (a division of Market Solutions Pty. Ltd.)
QUANTITATIVE RESEARCH
The Social Research Group (a division of Market Solutions Pty. Ltd.) 10
SURVEY OVERVIEW
o N= 1,392
o Age 16+
o Victoria
o Interview length
= 23.1 minutes
o Response rate =
19.1%
(completed/
potentially in-scope;
RDD landline &
mobile)
SECTION TOPIC
1 Introduction/respondent selection
2 Alcohol attitudes and beliefs
3 Alcohol at events
4 Non-drinking
5 Own consumption
6 Definition of intoxication
7 Attitudes towards intoxication
8 Perception of others’ alcohol consumption and
behaviours
9 Demographics
The Social Research Group (a division of Market Solutions Pty. Ltd.) 11
QUANT – NEW APPROACH TO ASKING
ABOUT INTOXICATION
Rate intoxication behaviours
on 0 to 10 scale
•On a scale from 0 to 10
where 0 means SOBER and
10 means PASSED OUT, how
would you rate a person
who’s… (READ OUT)
•Starting to feel relaxed
•Losing their inhibitions
•Getting excited and noisy
•Starting to slur their speech
•Losing their balance
•Head is spinning
•Vomiting
Choose own term for losing
balance
•You gave “losing balance” a
rating of (INSERT NUMBER
FROM SCALE) on that scale
where 0 means SOBER and
10 means PASSED OUT.
•What word would you use to
describe this level of
intoxication? In other words,
if someone has drunk
enough alcohol to be losing
their balance, would you refer
to them as ‘drunk’,
‘smashed’, ‘tipsy’, ‘pissed’,
‘wasted’, ‘inebriated’,
‘hammered’…or what word
would you use?
•RECORD TERM USED FOR
LOSING BALANCE
Answer acceptability of
intoxication using chosen term
•Getting [INSERT TERM USED
FOR LOSING BALANCE] every
now and then is not a
problem. Do you… (READ
OUT)
•Strongly agree
•Agree
•(Neither agree nor disagree)
•Disagree
•Strongly disagree
•(Don’t know)
•(Refused)
The Social Research Group (a division of Market Solutions Pty. Ltd.) 12
RESULTS OF COGNITIVE TESTING
• Understood and were
comfortable
• Better than asking
about consumption
• Better than using pre-
determined terms such
as ‘drunk’ or
‘intoxicated’
The Social Research Group (a division of Market Solutions Pty. Ltd.) 13
HOW WERE INTOXICATED BEHAVIOURS
RATED?
Sober
Feeling
relaxed
Losing
inhibitions
Excited and
noisy
Slurred
speech
Head
spinning
Losing
balance
Vomiting
Passed
out
14The Social Research Group (a division of Market Solutions Pty. Ltd.)
DISCUSSION
The Social Research Group (a division of Market Solutions Pty. Ltd.) 15
DISCUSSION – NEED FOR MEASURES
Shift the alcohol culture in Victoria

Important component is broad acceptability of
intoxication

Needs (NEW) simple, accurate, valid measures
Understand how Victorians think/talk about intoxication

Use this information to develop quantitative measures
The Social Research Group (a division of Market Solutions Pty. Ltd.) 16
DISCUSSION –NEW APPROACH
Rate
intoxication
behaviours
Provide term for
‘losing balance’
Insert term into
questions about
acceptability of
intoxication
This approach anchors personal perceptions of
intoxication to an objectively identifiable behaviour
consistently associated with a particular (high) level of
intoxication.
The Social Research Group (a division of Market Solutions Pty. Ltd.) 17
LIMITATIONS OF THE RESEARCH
Small sample size in
qualitative component
(67 participants of whom only
4 were 30 yrs+)
Additional
research to
compare new
versus traditional
approach /
measures
Just 2 Victorian
locations
(Melbourne &
Ballarat)
The Social Research Group (a division of Market Solutions Pty. Ltd.) 18
CONCLUSIONS
‘Alcohol culture’ is
complex
One important aspect
is acceptance of
intoxication
Valid and reliable
measures are needed
We believe our new
approach is superior to
traditional approaches
The Social Research Group (a division of Market Solutions Pty. Ltd.) 19
ACKNOWLEDGEMENTS
The authors wish to acknowledge the support of:
• Victorian Law Enforcement Development Fund
(VLEDF)
• Victorian Department of Health
• Victorian Health Promotion Foundation (VicHealth)
Dr Nina Van Dyke
Social Research Group (a division of Market Solutions)
nvandyke@marketsolutions.com.au

Mais conteúdo relacionado

Destaque

Tutorial & isl mte 3113
Tutorial & isl mte 3113Tutorial & isl mte 3113
Tutorial & isl mte 3113sirapaislimau
 
RIAアーキテクチャー研究会 第3回 セッション4 Mvpvm pattern
RIAアーキテクチャー研究会 第3回 セッション4 Mvpvm patternRIAアーキテクチャー研究会 第3回 セッション4 Mvpvm pattern
RIAアーキテクチャー研究会 第3回 セッション4 Mvpvm patternMami Shiino
 
Writing online content sustainability
Writing online content sustainabilityWriting online content sustainability
Writing online content sustainabilityBarry Gregory
 
アニメの公式アカウントのフォロワー数をつぶやくTwitterボットを作ってみた
アニメの公式アカウントのフォロワー数をつぶやくTwitterボットを作ってみたアニメの公式アカウントのフォロワー数をつぶやくTwitterボットを作ってみた
アニメの公式アカウントのフォロワー数をつぶやくTwitterボットを作ってみたYoshitake Takata
 
Fontys Gastles Svh 04122012
Fontys Gastles Svh 04122012Fontys Gastles Svh 04122012
Fontys Gastles Svh 04122012Johan Lapidaire
 
King Case Profiel Annemarie Kingma
King Case Profiel Annemarie KingmaKing Case Profiel Annemarie Kingma
King Case Profiel Annemarie KingmaAnnemarie Kingma
 
Brannprosjektering 01 generelle krav til sikkerhet ved brann
Brannprosjektering 01 generelle krav til sikkerhet ved brannBrannprosjektering 01 generelle krav til sikkerhet ved brann
Brannprosjektering 01 generelle krav til sikkerhet ved brannFred Johansen
 
hormel foods 2002_proxy
hormel foods  2002_proxyhormel foods  2002_proxy
hormel foods 2002_proxyfinance46
 
Thesis012910
Thesis012910Thesis012910
Thesis012910klee4vp
 
Paymantix website Screens
Paymantix website Screens Paymantix website Screens
Paymantix website Screens Vadim Andreev
 

Destaque (15)

Bab 5 perang yang tak tuntas
Bab 5 perang yang tak tuntasBab 5 perang yang tak tuntas
Bab 5 perang yang tak tuntas
 
Tutorial & isl mte 3113
Tutorial & isl mte 3113Tutorial & isl mte 3113
Tutorial & isl mte 3113
 
RIAアーキテクチャー研究会 第3回 セッション4 Mvpvm pattern
RIAアーキテクチャー研究会 第3回 セッション4 Mvpvm patternRIAアーキテクチャー研究会 第3回 セッション4 Mvpvm pattern
RIAアーキテクチャー研究会 第3回 セッション4 Mvpvm pattern
 
Writing online content sustainability
Writing online content sustainabilityWriting online content sustainability
Writing online content sustainability
 
アニメの公式アカウントのフォロワー数をつぶやくTwitterボットを作ってみた
アニメの公式アカウントのフォロワー数をつぶやくTwitterボットを作ってみたアニメの公式アカウントのフォロワー数をつぶやくTwitterボットを作ってみた
アニメの公式アカウントのフォロワー数をつぶやくTwitterボットを作ってみた
 
Avem Timp
Avem TimpAvem Timp
Avem Timp
 
Fontys Gastles Svh 04122012
Fontys Gastles Svh 04122012Fontys Gastles Svh 04122012
Fontys Gastles Svh 04122012
 
King Case Profiel Annemarie Kingma
King Case Profiel Annemarie KingmaKing Case Profiel Annemarie Kingma
King Case Profiel Annemarie Kingma
 
Maximo Overview
Maximo OverviewMaximo Overview
Maximo Overview
 
Inspired to imitate
Inspired to imitateInspired to imitate
Inspired to imitate
 
Brannprosjektering 01 generelle krav til sikkerhet ved brann
Brannprosjektering 01 generelle krav til sikkerhet ved brannBrannprosjektering 01 generelle krav til sikkerhet ved brann
Brannprosjektering 01 generelle krav til sikkerhet ved brann
 
Rocodromo 1º bachiller
Rocodromo 1º bachillerRocodromo 1º bachiller
Rocodromo 1º bachiller
 
hormel foods 2002_proxy
hormel foods  2002_proxyhormel foods  2002_proxy
hormel foods 2002_proxy
 
Thesis012910
Thesis012910Thesis012910
Thesis012910
 
Paymantix website Screens
Paymantix website Screens Paymantix website Screens
Paymantix website Screens
 

Semelhante a Development and Testing of a Conceptual Framework for Asking about Intoxication

Concept Development Workshop Preparation Workbook
Concept Development Workshop Preparation WorkbookConcept Development Workshop Preparation Workbook
Concept Development Workshop Preparation WorkbookDoing Something Good
 
The Measurement of Trust and Subjective Well-being: OECD Guidelines and pract...
The Measurement of Trust and Subjective Well-being: OECD Guidelines and pract...The Measurement of Trust and Subjective Well-being: OECD Guidelines and pract...
The Measurement of Trust and Subjective Well-being: OECD Guidelines and pract...StatsCommunications
 
WHO training on alcohol brief interventions in primary care
WHO training on alcohol brief interventions in primary care WHO training on alcohol brief interventions in primary care
WHO training on alcohol brief interventions in primary care WHO Regional Office for Europe
 
1. week-1 powerpoint-sbirt_feb-2019
1. week-1 powerpoint-sbirt_feb-20191. week-1 powerpoint-sbirt_feb-2019
1. week-1 powerpoint-sbirt_feb-2019CASATmedia
 
Drinkaware monitor presentation
Drinkaware monitor presentationDrinkaware monitor presentation
Drinkaware monitor presentationDrinkaware1
 
G8 health-q4-lm-cigarettes
G8 health-q4-lm-cigarettesG8 health-q4-lm-cigarettes
G8 health-q4-lm-cigarettesAndrew Cabugason
 
Week 1-sbirt-attc-workwise-series (1)
Week 1-sbirt-attc-workwise-series (1)Week 1-sbirt-attc-workwise-series (1)
Week 1-sbirt-attc-workwise-series (1)brittneyleanngraves
 
Deliberative Dialogue Assignment
Deliberative Dialogue AssignmentDeliberative Dialogue Assignment
Deliberative Dialogue Assignmentwenellb
 
#Caring4NHSPeople - virtual wellbeing session 17 June 2020
#Caring4NHSPeople - virtual wellbeing session 17 June 2020#Caring4NHSPeople - virtual wellbeing session 17 June 2020
#Caring4NHSPeople - virtual wellbeing session 17 June 2020NHS Horizons
 
A Few Bad Apples: Reflection journal directions
A Few Bad Apples: Reflection journal directionsA Few Bad Apples: Reflection journal directions
A Few Bad Apples: Reflection journal directionsAaron Maurer
 
Motivational Interviewing - Dr Igor Koutsenok MD, MS
Motivational Interviewing - Dr Igor Koutsenok MD, MSMotivational Interviewing - Dr Igor Koutsenok MD, MS
Motivational Interviewing - Dr Igor Koutsenok MD, MSjames_harvey_phd
 
Updated day 2 part 1 -social marketing basics training slides
Updated day 2 part 1 -social marketing basics training slidesUpdated day 2 part 1 -social marketing basics training slides
Updated day 2 part 1 -social marketing basics training slidesprogroup
 
Questionnaire Design _MM.pptx
Questionnaire Design _MM.pptxQuestionnaire Design _MM.pptx
Questionnaire Design _MM.pptxDawit Alemu
 
Building on chapters 4 5 persuasive speaking spring 2015
Building on chapters 4  5 persuasive speaking spring 2015Building on chapters 4  5 persuasive speaking spring 2015
Building on chapters 4 5 persuasive speaking spring 2015libhgtc
 
VicHealth Innovation Challenge - Alcohol: Ideas Jam 2014
VicHealth Innovation Challenge - Alcohol: Ideas Jam 2014VicHealth Innovation Challenge - Alcohol: Ideas Jam 2014
VicHealth Innovation Challenge - Alcohol: Ideas Jam 2014Doing Something Good
 
What works in alcohol social marketing slides
What works in alcohol social marketing slidesWhat works in alcohol social marketing slides
What works in alcohol social marketing slidesnturnbull
 

Semelhante a Development and Testing of a Conceptual Framework for Asking about Intoxication (20)

Concept Development Workshop Preparation Workbook
Concept Development Workshop Preparation WorkbookConcept Development Workshop Preparation Workbook
Concept Development Workshop Preparation Workbook
 
The Measurement of Trust and Subjective Well-being: OECD Guidelines and pract...
The Measurement of Trust and Subjective Well-being: OECD Guidelines and pract...The Measurement of Trust and Subjective Well-being: OECD Guidelines and pract...
The Measurement of Trust and Subjective Well-being: OECD Guidelines and pract...
 
WHO training on alcohol brief interventions in primary care
WHO training on alcohol brief interventions in primary care WHO training on alcohol brief interventions in primary care
WHO training on alcohol brief interventions in primary care
 
1. week-1 powerpoint-sbirt_feb-2019
1. week-1 powerpoint-sbirt_feb-20191. week-1 powerpoint-sbirt_feb-2019
1. week-1 powerpoint-sbirt_feb-2019
 
Drinkaware monitor presentation
Drinkaware monitor presentationDrinkaware monitor presentation
Drinkaware monitor presentation
 
Brief Interventions for Substance Using Adolescents
Brief Interventions for Substance Using AdolescentsBrief Interventions for Substance Using Adolescents
Brief Interventions for Substance Using Adolescents
 
G8 health-q4-lm-cigarettes
G8 health-q4-lm-cigarettesG8 health-q4-lm-cigarettes
G8 health-q4-lm-cigarettes
 
2010 Louisiana Gulf Coast Seafood
2010 Louisiana Gulf Coast Seafood2010 Louisiana Gulf Coast Seafood
2010 Louisiana Gulf Coast Seafood
 
Week 1-sbirt-attc-workwise-series (1)
Week 1-sbirt-attc-workwise-series (1)Week 1-sbirt-attc-workwise-series (1)
Week 1-sbirt-attc-workwise-series (1)
 
Deliberative Dialogue Assignment
Deliberative Dialogue AssignmentDeliberative Dialogue Assignment
Deliberative Dialogue Assignment
 
#Caring4NHSPeople - virtual wellbeing session 17 June 2020
#Caring4NHSPeople - virtual wellbeing session 17 June 2020#Caring4NHSPeople - virtual wellbeing session 17 June 2020
#Caring4NHSPeople - virtual wellbeing session 17 June 2020
 
A Few Bad Apples: Reflection journal directions
A Few Bad Apples: Reflection journal directionsA Few Bad Apples: Reflection journal directions
A Few Bad Apples: Reflection journal directions
 
Motivational Interviewing - Dr Igor Koutsenok MD, MS
Motivational Interviewing - Dr Igor Koutsenok MD, MSMotivational Interviewing - Dr Igor Koutsenok MD, MS
Motivational Interviewing - Dr Igor Koutsenok MD, MS
 
Updated day 2 part 1 -social marketing basics training slides
Updated day 2 part 1 -social marketing basics training slidesUpdated day 2 part 1 -social marketing basics training slides
Updated day 2 part 1 -social marketing basics training slides
 
DISC-John Paul_Alay-ay
DISC-John Paul_Alay-ayDISC-John Paul_Alay-ay
DISC-John Paul_Alay-ay
 
Questionnaire Design _MM.pptx
Questionnaire Design _MM.pptxQuestionnaire Design _MM.pptx
Questionnaire Design _MM.pptx
 
Building on chapters 4 5 persuasive speaking spring 2015
Building on chapters 4  5 persuasive speaking spring 2015Building on chapters 4  5 persuasive speaking spring 2015
Building on chapters 4 5 persuasive speaking spring 2015
 
VicHealth Innovation Challenge - Alcohol: Ideas Jam 2014
VicHealth Innovation Challenge - Alcohol: Ideas Jam 2014VicHealth Innovation Challenge - Alcohol: Ideas Jam 2014
VicHealth Innovation Challenge - Alcohol: Ideas Jam 2014
 
What works in alcohol social marketing slides
What works in alcohol social marketing slidesWhat works in alcohol social marketing slides
What works in alcohol social marketing slides
 
Collaborative Peer Recovery Coaching or CPRC Research for those with Substanc...
Collaborative Peer Recovery Coaching or CPRC Research for those with Substanc...Collaborative Peer Recovery Coaching or CPRC Research for those with Substanc...
Collaborative Peer Recovery Coaching or CPRC Research for those with Substanc...
 

Último

Infographics about SEO strategies and uses
Infographics about SEO strategies and usesInfographics about SEO strategies and uses
Infographics about SEO strategies and usesbhavanirupeshmoksha
 
Codes and Conventions of Film Magazine Covers.pptx
Codes and Conventions of Film Magazine Covers.pptxCodes and Conventions of Film Magazine Covers.pptx
Codes and Conventions of Film Magazine Covers.pptxGeorgeCulica
 
Research and Discovery Tools for Experimentation - 17 Apr 2024 - v 2.3 (1).pdf
Research and Discovery Tools for Experimentation - 17 Apr 2024 - v 2.3 (1).pdfResearch and Discovery Tools for Experimentation - 17 Apr 2024 - v 2.3 (1).pdf
Research and Discovery Tools for Experimentation - 17 Apr 2024 - v 2.3 (1).pdfVWO
 
Understanding the Affiliate Marketing Channel; the short guide
Understanding the Affiliate Marketing Channel; the short guideUnderstanding the Affiliate Marketing Channel; the short guide
Understanding the Affiliate Marketing Channel; the short guidePartnercademy
 
What are the 4 characteristics of CTAs that convert?
What are the 4 characteristics of CTAs that convert?What are the 4 characteristics of CTAs that convert?
What are the 4 characteristics of CTAs that convert?Juan Pineda
 
What I learned from auditing over 1,000,000 websites - SERP Conf 2024 Patrick...
What I learned from auditing over 1,000,000 websites - SERP Conf 2024 Patrick...What I learned from auditing over 1,000,000 websites - SERP Conf 2024 Patrick...
What I learned from auditing over 1,000,000 websites - SERP Conf 2024 Patrick...Ahrefs
 
Storyboards for my Final Major Project Video
Storyboards for my Final Major Project VideoStoryboards for my Final Major Project Video
Storyboards for my Final Major Project VideoSineadBidwell
 
What’s the difference between Affiliate Marketing and Brand Partnerships?
What’s the difference between Affiliate Marketing and Brand Partnerships?What’s the difference between Affiliate Marketing and Brand Partnerships?
What’s the difference between Affiliate Marketing and Brand Partnerships?Partnercademy
 
Digital Marketing in 5G Era - Digital Transformation in 5G Age
Digital Marketing in 5G Era - Digital Transformation in 5G AgeDigital Marketing in 5G Era - Digital Transformation in 5G Age
Digital Marketing in 5G Era - Digital Transformation in 5G AgeDigiKarishma
 
Snapshot of Consumer Behaviors of March 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of March 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of March 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of March 2024-EOLiSurvey (EN).pdfEastern Online-iSURVEY
 
The Evolution of Internet : How consumers use technology and its impact on th...
The Evolution of Internet : How consumers use technology and its impact on th...The Evolution of Internet : How consumers use technology and its impact on th...
The Evolution of Internet : How consumers use technology and its impact on th...sowmyrao14
 
Exploring The World Of Adult Ad Networks.pdf
Exploring The World Of Adult Ad Networks.pdfExploring The World Of Adult Ad Networks.pdf
Exploring The World Of Adult Ad Networks.pdfadult marketing
 
ASO Process: What is App Store Optimization
ASO Process: What is App Store OptimizationASO Process: What is App Store Optimization
ASO Process: What is App Store OptimizationAli Raza
 
DIGITAL MARKETING STRATEGY_INFOGRAPHIC IMAGE.pdf
DIGITAL MARKETING STRATEGY_INFOGRAPHIC IMAGE.pdfDIGITAL MARKETING STRATEGY_INFOGRAPHIC IMAGE.pdf
DIGITAL MARKETING STRATEGY_INFOGRAPHIC IMAGE.pdfmayanksharma0441
 
2024's Top PPC Tactics: Triple Your Google Ads Local Leads
2024's Top PPC Tactics: Triple Your Google Ads Local Leads2024's Top PPC Tactics: Triple Your Google Ads Local Leads
2024's Top PPC Tactics: Triple Your Google Ads Local LeadsSearch Engine Journal
 
Codes and Conventions of Film Magazine Websites.pptx
Codes and Conventions of Film Magazine Websites.pptxCodes and Conventions of Film Magazine Websites.pptx
Codes and Conventions of Film Magazine Websites.pptxGeorgeCulica
 
5 Digital Marketing Tips | Devherds Software Solutions
5 Digital Marketing Tips | Devherds Software Solutions5 Digital Marketing Tips | Devherds Software Solutions
5 Digital Marketing Tips | Devherds Software SolutionsDevherds Software Solutions
 
(Generative) AI & Marketing: - Out of the Hype - Empowering the Marketing M...
(Generative) AI & Marketing: - Out of the Hype - Empowering the Marketing M...(Generative) AI & Marketing: - Out of the Hype - Empowering the Marketing M...
(Generative) AI & Marketing: - Out of the Hype - Empowering the Marketing M...Hugues Rey
 
top marketing posters - Fresh Spar Technologies - Manojkumar C
top marketing posters - Fresh Spar Technologies - Manojkumar Ctop marketing posters - Fresh Spar Technologies - Manojkumar C
top marketing posters - Fresh Spar Technologies - Manojkumar CManojkumar C
 
Fiverr's Product Marketing Interview Assignment
Fiverr's Product Marketing Interview AssignmentFiverr's Product Marketing Interview Assignment
Fiverr's Product Marketing Interview AssignmentFarrel Brest
 

Último (20)

Infographics about SEO strategies and uses
Infographics about SEO strategies and usesInfographics about SEO strategies and uses
Infographics about SEO strategies and uses
 
Codes and Conventions of Film Magazine Covers.pptx
Codes and Conventions of Film Magazine Covers.pptxCodes and Conventions of Film Magazine Covers.pptx
Codes and Conventions of Film Magazine Covers.pptx
 
Research and Discovery Tools for Experimentation - 17 Apr 2024 - v 2.3 (1).pdf
Research and Discovery Tools for Experimentation - 17 Apr 2024 - v 2.3 (1).pdfResearch and Discovery Tools for Experimentation - 17 Apr 2024 - v 2.3 (1).pdf
Research and Discovery Tools for Experimentation - 17 Apr 2024 - v 2.3 (1).pdf
 
Understanding the Affiliate Marketing Channel; the short guide
Understanding the Affiliate Marketing Channel; the short guideUnderstanding the Affiliate Marketing Channel; the short guide
Understanding the Affiliate Marketing Channel; the short guide
 
What are the 4 characteristics of CTAs that convert?
What are the 4 characteristics of CTAs that convert?What are the 4 characteristics of CTAs that convert?
What are the 4 characteristics of CTAs that convert?
 
What I learned from auditing over 1,000,000 websites - SERP Conf 2024 Patrick...
What I learned from auditing over 1,000,000 websites - SERP Conf 2024 Patrick...What I learned from auditing over 1,000,000 websites - SERP Conf 2024 Patrick...
What I learned from auditing over 1,000,000 websites - SERP Conf 2024 Patrick...
 
Storyboards for my Final Major Project Video
Storyboards for my Final Major Project VideoStoryboards for my Final Major Project Video
Storyboards for my Final Major Project Video
 
What’s the difference between Affiliate Marketing and Brand Partnerships?
What’s the difference between Affiliate Marketing and Brand Partnerships?What’s the difference between Affiliate Marketing and Brand Partnerships?
What’s the difference between Affiliate Marketing and Brand Partnerships?
 
Digital Marketing in 5G Era - Digital Transformation in 5G Age
Digital Marketing in 5G Era - Digital Transformation in 5G AgeDigital Marketing in 5G Era - Digital Transformation in 5G Age
Digital Marketing in 5G Era - Digital Transformation in 5G Age
 
Snapshot of Consumer Behaviors of March 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of March 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of March 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of March 2024-EOLiSurvey (EN).pdf
 
The Evolution of Internet : How consumers use technology and its impact on th...
The Evolution of Internet : How consumers use technology and its impact on th...The Evolution of Internet : How consumers use technology and its impact on th...
The Evolution of Internet : How consumers use technology and its impact on th...
 
Exploring The World Of Adult Ad Networks.pdf
Exploring The World Of Adult Ad Networks.pdfExploring The World Of Adult Ad Networks.pdf
Exploring The World Of Adult Ad Networks.pdf
 
ASO Process: What is App Store Optimization
ASO Process: What is App Store OptimizationASO Process: What is App Store Optimization
ASO Process: What is App Store Optimization
 
DIGITAL MARKETING STRATEGY_INFOGRAPHIC IMAGE.pdf
DIGITAL MARKETING STRATEGY_INFOGRAPHIC IMAGE.pdfDIGITAL MARKETING STRATEGY_INFOGRAPHIC IMAGE.pdf
DIGITAL MARKETING STRATEGY_INFOGRAPHIC IMAGE.pdf
 
2024's Top PPC Tactics: Triple Your Google Ads Local Leads
2024's Top PPC Tactics: Triple Your Google Ads Local Leads2024's Top PPC Tactics: Triple Your Google Ads Local Leads
2024's Top PPC Tactics: Triple Your Google Ads Local Leads
 
Codes and Conventions of Film Magazine Websites.pptx
Codes and Conventions of Film Magazine Websites.pptxCodes and Conventions of Film Magazine Websites.pptx
Codes and Conventions of Film Magazine Websites.pptx
 
5 Digital Marketing Tips | Devherds Software Solutions
5 Digital Marketing Tips | Devherds Software Solutions5 Digital Marketing Tips | Devherds Software Solutions
5 Digital Marketing Tips | Devherds Software Solutions
 
(Generative) AI & Marketing: - Out of the Hype - Empowering the Marketing M...
(Generative) AI & Marketing: - Out of the Hype - Empowering the Marketing M...(Generative) AI & Marketing: - Out of the Hype - Empowering the Marketing M...
(Generative) AI & Marketing: - Out of the Hype - Empowering the Marketing M...
 
top marketing posters - Fresh Spar Technologies - Manojkumar C
top marketing posters - Fresh Spar Technologies - Manojkumar Ctop marketing posters - Fresh Spar Technologies - Manojkumar C
top marketing posters - Fresh Spar Technologies - Manojkumar C
 
Fiverr's Product Marketing Interview Assignment
Fiverr's Product Marketing Interview AssignmentFiverr's Product Marketing Interview Assignment
Fiverr's Product Marketing Interview Assignment
 

Development and Testing of a Conceptual Framework for Asking about Intoxication

  • 1. DEVELOPMENT AND TESTING OF A CONCEPTUAL FRAMEWORK FOR ASKING ABOUT INTOXICATION: A MIXED METHODS APPROACH Presentation at the ACSPRI 2014 Social Science Methodology Conference, Sydney 10 Dec 2014 Dr Nina Van Dyke Director, Social Research Group
  • 2. Long term goal Initial focus Target Objective This paper The Social Research Group (a division of Market Solutions Pty. Ltd.) 2 PROJECT BACKGROUND & OBJECTIVES
  • 3. The Social Research Group (a division of Market Solutions Pty. Ltd.) 3 EXAMPLES OF EXTANT SURVEY QUESTIONS To what extent do you agree with the following statement – ‘It’s ok to get drunk’? (2009 Victorian Youth Alcohol and Drug Survey) How often on an occasion that you drink alcohol do you intend to get drunk? (Victorian Secondary School Students’ Use of Licit and Illicit Substances in 2011) How many times, if any, have you had the following number of alcoholic drinks on any one occasion when you have been drinking in the last 2 weeks? (11 or more; 7-10; 5-6) (Victorian Secondary School Students’ Use of Licit and Illicit Substances in 2011)
  • 4. The Social Research Group (a division of Market Solutions Pty. Ltd.) 4 OVERVIEW OF METHODOLOGY Literature review Integrated groups Telephone survey
  • 5. 5The Social Research Group (a division of Market Solutions Pty. Ltd.) QUALITATIVE RESEARCH
  • 6. The Social Research Group (a division of Market Solutions Pty. Ltd.) 6 INTEGRATED GROUPS Qualitative Research
  • 7. The Social Research Group (a division of Market Solutions Pty. Ltd.) 7 QUALITATIVE RESEARCH FINDINGS “I know I’ve had enough when I start slurring my words” [behaviour not consumption] “I’m a one pot screamer but my friend can drink like a fish” [consumption not accurate] “Call it tipsy, drunk or smashed – I’ll still have a hangover tomorrow” [different terms used] “Young people say they’re smashed when I’d say they were just a bit drunk” [terms differ by age group] “So you start out getting tipsy and then get loud & excited, slur your words, start losing your balance and so on” [stages of intoxication]
  • 8. The Social Research Group (a division of Market Solutions Pty. Ltd.) 8 STAGES OF INTOXICATION Stage 1: Start to feel warm or flushed - most still able to drive [Tipsy – Happy] Stage 2: Have more energy/confidence - more chatty/excitable/loud [Excited – Drunk] Stage 3: May slur words, stumble or spill drinks - limited inhibitions [Drunk – Pissed] Stage 4: More prone to aggression/ emotional - actions may lead to regret [Pissed – Smashed – Trashed – Shitfaced] Stage 5: Unconscious/passed out - unable to stand/speak - vomiting [Blind – Wasted – Passed out]
  • 9. 9The Social Research Group (a division of Market Solutions Pty. Ltd.) QUANTITATIVE RESEARCH
  • 10. The Social Research Group (a division of Market Solutions Pty. Ltd.) 10 SURVEY OVERVIEW o N= 1,392 o Age 16+ o Victoria o Interview length = 23.1 minutes o Response rate = 19.1% (completed/ potentially in-scope; RDD landline & mobile) SECTION TOPIC 1 Introduction/respondent selection 2 Alcohol attitudes and beliefs 3 Alcohol at events 4 Non-drinking 5 Own consumption 6 Definition of intoxication 7 Attitudes towards intoxication 8 Perception of others’ alcohol consumption and behaviours 9 Demographics
  • 11. The Social Research Group (a division of Market Solutions Pty. Ltd.) 11 QUANT – NEW APPROACH TO ASKING ABOUT INTOXICATION Rate intoxication behaviours on 0 to 10 scale •On a scale from 0 to 10 where 0 means SOBER and 10 means PASSED OUT, how would you rate a person who’s… (READ OUT) •Starting to feel relaxed •Losing their inhibitions •Getting excited and noisy •Starting to slur their speech •Losing their balance •Head is spinning •Vomiting Choose own term for losing balance •You gave “losing balance” a rating of (INSERT NUMBER FROM SCALE) on that scale where 0 means SOBER and 10 means PASSED OUT. •What word would you use to describe this level of intoxication? In other words, if someone has drunk enough alcohol to be losing their balance, would you refer to them as ‘drunk’, ‘smashed’, ‘tipsy’, ‘pissed’, ‘wasted’, ‘inebriated’, ‘hammered’…or what word would you use? •RECORD TERM USED FOR LOSING BALANCE Answer acceptability of intoxication using chosen term •Getting [INSERT TERM USED FOR LOSING BALANCE] every now and then is not a problem. Do you… (READ OUT) •Strongly agree •Agree •(Neither agree nor disagree) •Disagree •Strongly disagree •(Don’t know) •(Refused)
  • 12. The Social Research Group (a division of Market Solutions Pty. Ltd.) 12 RESULTS OF COGNITIVE TESTING • Understood and were comfortable • Better than asking about consumption • Better than using pre- determined terms such as ‘drunk’ or ‘intoxicated’
  • 13. The Social Research Group (a division of Market Solutions Pty. Ltd.) 13 HOW WERE INTOXICATED BEHAVIOURS RATED? Sober Feeling relaxed Losing inhibitions Excited and noisy Slurred speech Head spinning Losing balance Vomiting Passed out
  • 14. 14The Social Research Group (a division of Market Solutions Pty. Ltd.) DISCUSSION
  • 15. The Social Research Group (a division of Market Solutions Pty. Ltd.) 15 DISCUSSION – NEED FOR MEASURES Shift the alcohol culture in Victoria  Important component is broad acceptability of intoxication  Needs (NEW) simple, accurate, valid measures Understand how Victorians think/talk about intoxication  Use this information to develop quantitative measures
  • 16. The Social Research Group (a division of Market Solutions Pty. Ltd.) 16 DISCUSSION –NEW APPROACH Rate intoxication behaviours Provide term for ‘losing balance’ Insert term into questions about acceptability of intoxication This approach anchors personal perceptions of intoxication to an objectively identifiable behaviour consistently associated with a particular (high) level of intoxication.
  • 17. The Social Research Group (a division of Market Solutions Pty. Ltd.) 17 LIMITATIONS OF THE RESEARCH Small sample size in qualitative component (67 participants of whom only 4 were 30 yrs+) Additional research to compare new versus traditional approach / measures Just 2 Victorian locations (Melbourne & Ballarat)
  • 18. The Social Research Group (a division of Market Solutions Pty. Ltd.) 18 CONCLUSIONS ‘Alcohol culture’ is complex One important aspect is acceptance of intoxication Valid and reliable measures are needed We believe our new approach is superior to traditional approaches
  • 19. The Social Research Group (a division of Market Solutions Pty. Ltd.) 19 ACKNOWLEDGEMENTS The authors wish to acknowledge the support of: • Victorian Law Enforcement Development Fund (VLEDF) • Victorian Department of Health • Victorian Health Promotion Foundation (VicHealth) Dr Nina Van Dyke Social Research Group (a division of Market Solutions) nvandyke@marketsolutions.com.au

Notas do Editor

  1. LONG TERM GOAL: Promote healthier attitudes to drinking and intoxicated behaviour INITIAL FOCUS: Enact an alcohol cultural change program TARGET: Framing and encouraging a healthy drinking culture among young people aged 16-29 years OBJECTIVE: To identify and develop indicators of alcohol culture among those aged 16-29 THIS PAPER: Development of a new approach to measuring acceptability of intoxication
  2. Current questions around intoxication and acceptability of intoxication: (a) ask about consumption; (b) provide a term such as ‘drunk’ or ‘intoxicated’ To what extent do you agree with the following statement - It’s ok to get drunk’ (2009 Victorian Youth Alcohol and Drug Survey) How often on an occasion that you drink alcohol do you intend to get drunk? (Victorian Secondary School Students’ Use of Licit and Illicit Substances in 2011) How many times, if any, have you had the following number of alcoholic drinks on any one occasion when you have been drinking in the last 2 weeks? (11 or more; 7-10; 5-6) (Victorian Secondary Scholl Students’ Use of Licit and Illicit Substances in 2011)
  3. 1. People discuss intoxication in terms of behaviours rather than consumption. 2. People believe consumption is a less accurate indicator of an individual’s level of intoxication than behaviours because amounts of alcohol affect people differently. 3. People use a given term for intoxication to mean quite different levels of intoxication and behaviours. 4. In particular, people of different ages and drinking attitudes use the same term to mean quite different levels of intoxication and behaviours. 5. People generally agree on stages of intoxication as described by different behaviours.
  4. STAGE 1 Early stages of intoxication Start to feel warm or flushed Most still able to drive STAGE 2 Some signs of intoxication but still largely in control of actions Have more energy/confidence More chatty/excitable/loud STAGE 3 Level of intoxication more obvious/ not able to hide it May slur words, stumble or spill drinks Limited inhibitions/ more likely to take risks STAGE 4 Lacking control/no inhibitions More prone to aggressive/emotional behaviour Actions may lead to regret/embarrassment STAGE 5 Unconscious/passed out Unable to stand/speak Vomiting
  5. Based the topics on lit review and qual -- procedure Based the actual questions of previously validated Qs where possible, and also qual Had to drop a lot of Qs (final length: 23 min) Cog interviews (n=8/2) & Pilot testing (n=25/25) Sec 1: landline: next birthday but preferenced by age category Sec 2: (3 Qs) – extent to which alcohol is a positive social lubricant Sec 3: (2 multi-part Qs) – extent to which alcohol is expected at common events. Found that drinking attitudes and behaviours was event-specific -- how likely important part of event (Sec 3) -- how disappointed if no alcohol (Sec 3) -- usual level of intoxication at events (Sec 7) -- acceptability of intoxication (Sec 7) Events were chosen based on groups and pilot testing. Looked for common events most people would have attended with a range of alcohol expectations. Party at a friend’s house Child’s bday party BBQ at respondent’s place School event Sporting event Out at pub, bar, club Sec 4 (4 Qs): Extent to which non-drinking is acceptable. Can have a good time at a party/ feel obliged to drink Sec 5 (11 Qs used to create 2 vars): Need to include but not focus / have lots of data Sec 6 (1 Q): (will discuss) Sec 7 (10 Qs): a major focus Sec 8 (3 Qs): friends / Victorians (drink/get intoxicated 1x/wk+) Sec 9 (9 Qs): for analysis
  6. Based the topics on lit review and qual -- procedure Based the actual questions of previously validated Qs where possible, and also qual Had to drop a lot of Qs (final length: 23 min) Cog interviews (n=8/2) & Pilot testing (n=25/25) Sec 1: landline: next birthday but preferenced by age category Sec 2: (3 Qs) – extent to which alcohol is a positive social lubricant Sec 3: (2 multi-part Qs) – extent to which alcohol is expected at common events. Found that drinking attitudes and behaviours was event-specific -- how likely important part of event (Sec 3) -- how disappointed if no alcohol (Sec 3) -- usual level of intoxication at events (Sec 7) -- acceptability of intoxication (Sec 7) Events were chosen based on groups and pilot testing. Looked for common events most people would have attended with a range of alcohol expectations. Party at a friend’s house Child’s bday party BBQ at respondent’s place School event Sporting event Out at pub, bar, club Sec 4 (4 Qs): Extent to which non-drinking is acceptable. Can have a good time at a party/ feel obliged to drink Sec 5 (11 Qs used to create 2 vars): Need to include but not focus / have lots of data Sec 6 (1 Q): (will discuss) Sec 7 (10 Qs): a major focus Sec 8 (3 Qs): friends / Victorians (drink/get intoxicated 1x/wk+) Sec 9 (9 Qs): for analysis
  7. Understood/comfortable with questions/this approach Believed a better approach to asking about intoxication than: Asking about consumption Using provided terms such as ‘drunk’ or ‘intoxicated’
  8. VicHealth wants to shift the alcohol culture in Victoria VicHealth has determined that an important component of this culture is broad acceptability of intoxication VicHealth therefore needs simple, accurate, valid measures of intoxication / acceptability of intoxication Current measure are inadequate We conducted mixed-methods research in order to: Understand how Victorians think/talk about intoxication Use this information to develop quantitative measures
  9. Result: a 3-stage process: Rate intoxication behaviours on an 11-point scale Provide a term for the behaviour, ‘losing their balance’ Answer questions about intoxication using this chosen term This approach anchors personal perceptions of intoxication to an objectively identifiable behaviour consistently associated with a particular (high) level of intoxication.
  10. Qualitative component with 67 participants in two locations within Victoria Only 4 participants aged 30+ Additional research to compare new versus traditional approach/measures
  11. Concept of ‘alcohol culture’ is complex VicHealth has determined that one important aspect of the alcohol culture in Victoria is the widespread acceptance of intoxication In order to measure this aspect, valid and reliable measures are needed We propose that this new approach is superior to traditional approaches
  12. Concept of ‘alcohol culture’ is complex VicHealth has determined that one important aspect of the alcohol culture in Victoria is the widespread acceptance of intoxication In order to measure this aspect, valid and reliable measures are needed We propose that this new approach is superior to traditional approaches