This document summarizes research on developing a new approach to measuring intoxication levels in surveys. Through qualitative research, the study identified different terms used to describe stages of intoxication. It then tested a quantitative survey approach where participants rated intoxication behaviors on a scale and chose their own term for "losing balance." Results showed people understood and were comfortable with this approach, seeing it as better than using predetermined terms. The research aims to develop more valid measures of perceptions around intoxication to help shift alcohol culture. Limitations include the small qualitative sample size.
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
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
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
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
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)
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.
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
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
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
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’
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
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.
Qualitative component with 67 participants in two locations within Victoria
Only 4 participants aged 30+
Additional research to compare new versus traditional approach/measures
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
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