This document summarizes research conducted on seat belt use among tweens (ages 8-12) by the NHTSA Tween Seat Belt Use Research Program. The research aimed to understand perceptions of seat belt usage among tweens and identify factors influencing their decisions to buckle up or not. Both qualitative research including focus groups, interviews, and observations, and quantitative research through surveys were conducted. The research found various psychological and social factors influence tweens' seat belt use. Recommendations include developing an advertising campaign to increase positive associations with seat belt use for tweens and influence their future decisions. The group stayed within their $1,000 budget and generated a 116% return on investment through donations and discounts.
1. NHTSA Tween Seat Belt Use Research Program
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2. NHTSA Tween Seat Belt Use Research Program
Coordinators
Laura Swetin Rachel Reitemeier
Qualitative Research
Alejandra Mojica Minh Pham Khrystyna Prokhorenko
Joanna Kowalczyk Anna Budz Chardae McCauley
Quantitative Research
Ruth Yang Natalie Cho Steve Braciszewicz
Anna Lyszczarczyk
Finance
Sagar Shah Colette LaKoma Rakhee Bhakta
Marta Lagowska
Advertising
Andrei Piatsevich Chris Laskowski
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Table of Contents
Special Thanks .............................................................................................................................................. 4
Executive Summary ...................................................................................................................................... 5
Introduction .................................................................................................................................................. 6
Secondary Research Review ......................................................................................................................... 7
Methodology for Qualitative: Observational Study ................................................................................... 14
Results ........................................................................................................................................................ 15
Limitations and Caveats ............................................................................................................................. 17
.
Methodology for Qualitative: Focus Group ............................................................................................... 17
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Results ........................................................................................................................................................ 18
Limitations and Caveats ............................................................................................................................. 20
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Methodology for Qualitative: In-‐Depth Interview ..................................................................................... 21
Results ........................................................................................................................................................ 21
Limitations and Caveats ............................................................................................................................. 22
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Conclusions ................................................................................................................................................. 22
Recommendations ...................................................................................................................................... 23
Methodology for Quantitative ................................................................................................................... 23
Results ........................................................................................................................................................ 24
Demographic Data .................................................................................................................................. 24
Correlation Analysis Results ................................................................................................................... 32
Regression Analysis Results .................................................................................................................... 33
Limitations and Caveats ............................................................................................................................. 38
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Conclusions ................................................................................................................................................. 39
Recommendations ...................................................................................................................................... 41
Advertising .................................................................................................................................................. 41
Campaign Strategy
...................................................................................................................................... 54
Financial Highlights ..................................................................................................................................... 51
APPENDIX A ................................................................................................................................................ 54
APPENDIX B ................................................................................................................................................ 58
APPENDIX C
................................................................................................................................................. 67
APPENDIX D ................................................................................................................................................ 69
APPENDIX E ................................................................................................................................................. 70
APPENDIX F ................................................................................................................................................. 71
APPENDIX G ................................................................................................................................................ 72
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Special Thanks
South Loop Solutions would like to express our deepest gratitude to Tom Cronin and Shannon Conlon of
EdVenture Partners for making this project possible and for providing us the opportunity and resources
to generate awareness of seat belt use in the Chicagoland metropolitan area. In addition, their feedback
and assistance has been invaluable and has helped to ensure our agency stays on course for completion
of our project and its stated goals and objectives. Through their consistent guidance and critical
feedback we are confident that the results contained within our booklet meet their expectations. We
would not be where we are today without the positive influence put forth by Tom and Shannon.
We would also like to thank EdVenture Partners for providing us with a great opportunity to work for
National Highway Transportation Safety Administration (NHTSA). Our resources for our project were
both comprehensive and supportive and provided the framework necessary to be successful. Their
ability to provide us with great assistance that enabled us to carry out this research project is deeply
appreciated. Their professionalism provided us with a vast learning experience that will definitely help
us in our future endeavors.
We would like to thank all the local businesses and organizations that were able to assist us in funds and
donations for our campaign. Through the aid of these groups, we were able to maximize the value of
budget while still staying within the budget. It is because of the support we received from these
businesses and organizations that we were able to allocate our funds in areas that needed more
monetary resources than others. Their assistance allowed us to maximize our resources and contributed
to the successful attainment of our goals.
Finally, we would like to give a special thanks to our coordinators, Rachel Reitemeier and Laura Swetin.
Without whom this marketing campaign would have been impossible. Under their direction, South Loop
Solutions has been able to finish our objectives in a timely manner regardless of all the obstacles we had
to overcome. Laura and Rachel have dedicated a lot of time and energy into this campaign and it truly
shows through the success we have experienced. Due to the fact that our project required extensive out
of class time and travel it was imperative to have diligent leadership to coordinate the efforts of our
team.
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Executive Summary
Seat belt safety has been a concern for decades throughout the United States. Despite multiple
campaigns to promote the usage of seat belts such as “Click It or Ticket” and “Buckle up America”, a
problem remains concerning a percentage of vehicle passengers who do not regularly follow these
safety guidelines. This portion of the population continues to put their lives at risk on a daily basis due to
poor decision making and negative habitual behavior. In particular, NHTSA is focusing on the safety of
Tweens, who are composed of children between the ages of 8 and 12. “Motor vehicle accidents across
the nation are currently the leading cause of death between kids of this age level” (Edventure
Partners).The goal of this research study is to provide insight on the perceptions of seat belt usage and
recommend ways to positively influence all Tween passengers to wear their seat belts on a regular
basis.
The ultimate purpose of the group’s study is to identify the missing factors that are linked to Tween’s
decision to buckle up, as well as reduce the number of Tween fatalities and injuries in future years to
come related to motor vehicle accidents. This age group has a moldable mindset, meaning that what is
implemented into their actions now can affect the decisions they make in future years of their life. This
enables NHTSA to fortify positive associations with seat belt usage into the minds of Tweens to prevent
future deaths on the roads of America.
We had an extensive research group consisting of several different areas including: surveys, focus
groups, observational studies, and in-‐depth interviews. We exceeded the minimal NHTSA requirements,
providing us with a more effective and accurate sample. First, we had to find our participants and then
we collected data based on the information that we were given. After, we analyzed the data and formed
conclusions to assist our client in ongoing research.
Financially, the group was provided a $1,000 budget. After all our costs were incurred, we were able to
establish a return on investment of 116%, more than doubling the value of our. Through the aid of
business contacts, we were able to acquire donations, discounts and support to help maximize our
limited budget and carry out a financially successful campaign.
Advertising became incorporated into the research study as well during the middle of the semester. We
created an advertising campaign and developed ten visualizations using Adobe Photoshop. The agency
that our team created is named South Loop Solutions.
The information which we collected proved that not all of our initial assumptions were correct.
However, many variables proved to be significant and played an important role in our conclusions. All of
our conclusions were based upon statistical analysis and client objectives. Based upon our research
analysis, NHTSA needs to emphasize the importance of seat belt use into the minds of Tweens. An
effective way to approach this is to incorporate new ad campaigns. Also, our results indicate that
parents play a major influential role and the NHTSA needs to focus their attention on relaying this
message to the parents and influencers.
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Introduction
Research conducted by NHTSA revealed that “lap/shoulder seat belts, when used, reduce the risk of
fatal injury to front-‐seat passenger car occupants by 45 percent and the risk of moderate-‐to-‐critical
injury by 50 percent. In 2006 alone, seat belts saved an estimated 15,383 lives” (Traffic Safety Facts:
2006 Data, NHTSA, DOT HS 810807). Even though seat belt usage has increased tremendously
throughout the years there is still 17% of vehicle occupants that are not properly restrained while in a
motor vehicle according to NHTSA (Traffic Safety Facts: 2008 Data, NHTSA, DOT HS 811 036). Included in
this 17% are Tweens, whom face the leading cause of deaths due to motor vehicle crashes. (Edventure
Partners).
The safety of younger children (younger than 8) and older teens (16 years and older) in motor vehicle
safety has been given extensive attention, but Tweens, ages 8 to 12, have not received thorough
attention. Also, with the current law structure that we have in place, Tweens are caught in between
state child passenger safety laws and adult safety laws, which mean that they do not necessarily fall
under either institution of laws. In addition, the Tween segment is very unique in nature with different
motor vehicle safety needs. Because this audience is developing life-‐long habits now, it is the time to
enact and instill practices that will save lives and prevent injuries on the road (Edventure Partners).
Purpose and Objectives
The ultimate goal for conducting this research is to provide a better understanding of this segment in
order to assist in the future developments of campaigns that target the Tween population regarding
safe seat belt habits. In order to do that, we assessed the Tween population and their current habits
regarding seat belt usage. We collected this information through primary research, which includes a
survey, focus groups, in-‐depth interviews, and an observational study. Everything that we did answers
the following objectives:
·∙ Determine what Tweens think, believe, and perceive regarding seat belt safety
·∙ Identify key influencers in Tween’s lives that motivate their behavior
·∙ Recognize the most appropriate forms of communication to utilize recommend appropriate
messaging and modes of delivery to positively influence Tween seat belt use based on
identification of key influencers supported by research findings in reaching the key
influencers
In reference to the first objective, we want to understand the current Tween market. We used primary
research to determine whether or not Tweens currently wear a seat belt. If they do wear seat belts, do
they wear them properly? In contrast, if they do not wear seat belts, what is the reason for that? Our
goal was to learn whether or not Tweens are aware of the importance of seat belt safety. If so, how did
they learn and if not, has anyone tried to teach them?
Ultimately moving forward with communication recommendations, we determined the most influential
individuals in a Tween’s life so that we can target them as modes to deliver the message to the target
market. Our goal was to determine whom the Tweens listen to most often, who they look up to, and
whose knowledge and advice they respect the most. After our research, we can now utilize them to
relay the message of safety to Tweens.
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For our last objective, our goal was to determine the best way to reach out to those Tween influencers
found in objective two. The ‘influencers’ referred to are the everyday people who most greatly impact
the Tweens being surveyed and talked to. Once we found whom to target to relay on our message of
seat belt safety, we needed to determine how to reach these people. This objective also includes finding
the best form of communication that the influencers can use to talk to Tweens about the importance of
seat belts.
Our goal for the qualitative portion of our research was to conduct at least 3 focus groups (both with
Tweens and the parents/guardians/influencers of Tweens) or 10 in depth interviews with each of our
target markets. We also wanted to participate in several observations of Tweens and their influencers
to fully understand their current habits. Good behavior of parents and influencers usually motivates the
Tweens to act in the same manner. By understanding how the parents or guardians of the Tweens
behave, we now have a better working knowledge of why Tweens buckle up or do not buckle up. Our
main goal for the quantitative portion included developing and implementing a questionnaire to a
sample of at least 200 Tween parents and 50 Tweens, at a minimum.
Secondary Research Review
Secondary resources were researched to examine seatbelt use amongst Tweens. The resources were
assessed in February in the city of Chicago. For a detailed listing of sources, refer to this report’s “Works
Cited” section.
When gathering secondary research, the team focused its efforts on key areas of interest in regards to
the Tween population. Specifically, articles relating to Tween seatbelt use, injuries, traffic safety, and
seatbelt laws were investigated, and the results are presented in the following section by the articles
researched.
ARTICLE: Injuries to belted older children in motor vehicle crashes
There has been plenty attention given to the safety of child passengers and using child restraints for
children under the age of eight. No attention has been paid to the ages of 8-‐12 because there is an
assumption that seat belts should provide adequate protection for the older kids as well in case of a
crash. It is currently recommended that all children under the age of 13 sit in the back seat and use the
vehicle seat belts, unless they are less than 57 inches tall, in which case they have to use either a
booster or car seat. Approximately one Tween passenger is killed in a car crash each day and 70,000 are
injured within one year.
A study has been conducted to describe the characteristics of older children sitting in the back seat, to
estimate their risk, and to find out the risk factors for injury. State Farm’s insurance claims were the
source of subjects with telephone survey and on-‐site crash investigations acting as primary research.
The subjects that qualified for the study were State Farm insured cars from model year 1990 or newer,
which were involved in a car crash with at least one child occupant under the age of 16. When a
policyholder fit the requirements and gave consent to participate in the study, limited data was
transferred from State Farm and a telephone survey was conducted with the driver. The things
discussed in the survey were seating row and seating position (front or back seat), restraint status
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(whether or not the child was wearing a seat belt and if it was worn properly), the injury status of the
child, and the severity of the crash (this was determined by the damage done to the car).
The results showed that 71% of Tweens rode in the back seat but this proportion decreased with age.
From the study of the 7,285 children in the back seat, 6,680 wore seat belts, 114 were in booster seats,
and 491 did not have either. The kids who did not have any safety restraint had an injury risk of 3.1%
and those that did have seat belts on only had an injury risk of .3%. Additionally, 87.2% of the kids in
the study were using lap/shoulder belts, but only 80.1% used them properly, so the other 7.1% had the
strap behind the back or underneath the arm.
In conclusion, the study showed that the overall risk of injury in crashes is 1.3% for those Tweens who
sat buckled up in the back seat. The most common injuries in the reported crashes were injuries to the
head, abdomen, and upper extremity. It is concluded from this study, that 8-‐12 year olds do not get the
same protection from vehicle restraints in crashes as younger children do. The 8-‐12 age group risk is
1.3%, which seems low, but the risk of injury for 1-‐7 years olds is under 1%. Notably, a large percentage
of kids of each age 8-‐12 did not meet the standards to use a seat belt without a booster seat; therefore,
suggesting that many Tweens may benefit from using the belt-‐positioning booster seat. A greater level
of attention should be then paid to the Tween age group (by performing research) to lower the risk of
injury.
Source: Garcia-‐Espana J.F., Durbin D.R. Injuries to belted older children in motor vehicle crashes
(2008) Accident Analysis and Prevention, 40 (6), pp. 2024-‐2028.
ARTICLE: “‘Tween’ Traffic Safety Research Yields New Safety Tips”
The Article “‘Tween’ Traffic Safety Research Yields New Safety Tips” was based on studies conducted
by the Automotive Coalition for Traffic Safety (ACTS) that funded two projects on Tween car safety in
Dallas, TX and Joplin, MO. The two locations consisted of different populations: inner city, largely
Hispanic in Dallas; and rural, predominantly Caucasian in Joplin. Statistics showed that about 63% of
Joplin Tweens and 53% of Dallas Tweens said they always wear their seat belts. As children get
older, their desire to sit in the front seat was greater. Studies in Dallas and Joplin indicated that
about 50% of 12-‐year-‐olds usually sat in the front. Research shows that children are 40% less likely
to get injured in the back seat than in the front seat. Nearly half of the Tweens killed in car crashes
in this country each year were riding unrestrained and one third were riding in a front seat.
The surveys found that parents have a huge impact on their Tweens’ use of seat belts. Research
shows that the older children get, the less likely they are to use seat belts or to sit in the back seat. It
is very important to emphasize and encourage seat belt use to Tweens because they are at the age
where they are developing habits that will carry on into their teen and adult years. Research
suggests that parents need to be more effective at getting their Tweens properly restrained in the
back seat. Tweens are safest in the back seat in an age and size-‐appropriate restraint.
The National Transportation Safety Board (NTSB) recommended that states should strengthen and
enforce laws requiring children to buckle up in the back seat. If we have strong laws, then we hope
that these laws will support parents’ efforts to properly restrain their children. Surveys showed
when parents take control, Tweens tend to sit in the back. Two-‐thirds of Tweens sit in a back seat
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when parents make the decision, compared to only half of Tweens who independently decide where
to sit. If the law does not require Tweens to buckle up, that does not mean it is not important.
Parents should understand that safety of their children is more important than the law. Peer
influence is very important, but the Tweens perception of their peers’ behavior is more important
than their actual behavior. If Tweens think most other kids their age use safety restraints and sit in
the back seat, then they are more likely to do those things, too.
Parents are the role models that children admire and look to for guidance. Parents and drivers
should make sure that the children they are responsible for are properly buckled into the safest
available place in the vehicle. Surveys show if parents take control, “Tweens” are more likely to sit in
the back and to be buckled up. It’s their job to set the rules for riding and stick to them.
The Automotive Coalition for Traffic Safety (ACTS) came up with a clever idea for how to spread safety
awareness to parents for Valentine’s Day. The tag line was “Hold on to the One You Love -‐ With A Seat
Belt.” ACTS offered parents specific suggestions for how to persuade Tweens to buckle up in a back seat:
If parents buckle up, then their children will do the same. Research shows when parents are
restrained, their children are much more likely to be as well.
Parents should tell their children that seat belts are mandatory by law. Let Tweens know
belt use isn't an option; it's the law.
Tweens said being in control of the radio is a major benefit of the front seat. So, let your
Tween pick the radio station. Make a deal with your Tween: If he or she sits buckled in back,
then he or she can choose.
Give your Tween something to do in a back seat. Electronic games can be stored in a back
seat and make games in the front seat off limits.
Let Tweens "own" their space in a back seat. Tweens are eager to claim their own space. Let
them set up places to keep things in a back seat so that's the first place they want to go.
According to Christene Jennings, ACTS director stated: "Armed with this information, we can reach
out to Tweens, their parents and others who influence their behavior, increase the number who are
properly restrained in back seats and most importantly decrease the risk of serious or fatal injury in a
crash."
Source: 'Tween' Traffic Safety Research Yields New Safety Tips. 14 February 2010.
<http://www.theautochannel.com/news/2006/02/14/210712.html>
ARTICLE: Increasing Seat Belt Use Among 8-‐12 Year Olds
This extensive article offers plenty of information on a previous research done by NHTSA. NHTSA did
intensive research on Tweens between the ages of 8 – 12 and their seat belt use. The report describes
research that was conducted with in depth home interviews including parents and Tweens, and focus
groups with parents and Tweens. The purpose of the research program was to understand why Tweens
chose whether or not to wear their seat belts and also determine up with potential incentives for the
Tweens to wear their seat belts.
Tweens were separated further down into sub-‐age groups. For example, ages 8-‐10 are young Tweens,
11 and 12 are the older Tweens. The reason for a further break down was that Tweens seemed to be
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motivated and influenced by different peer groups. The article describes how each sub-‐group has its
own characteristics and attitudes and the article provides a greater depth on this subject.
The research below includes various reasons for why the Tweens chose not to wear their seat belts:
They forget
Seat belts are uncomfortable
Simply because they don’t want to
The seat belts are broken or stuck
Car does not have safety equipment
Not enough seat belts in car
The final part of the report includes concepts that motivate Tweens to wear their seat belts:
Having an assembly with student speakers their age
Radio lock, where the radio does not turn on until all seat belts are fastened
Video games in the car pertaining to wearing a seat belt
Influence by sports/coaches
Source: Increasing Seat Belt Use Among 8-‐15 Year Olds. 14 February 2010.
<http://www.nhtsa.dot.gov/staticfiles//DOT/NHTSA/Traffic%20Injury%20Control/Articles/Assoc
iated%20Files/810965.pdf>
ARTICLE: Safety belts and teens 2003 Report
There are two kinds of laws that are created to help people remember about using seat belts. A primary
seat belt law gives a permit to enforcement officers to pull a driver over for not wearing a seat belt, and
there is no need for any other traffic offense. Secondary seat belt laws say that enforcement officers
may issue a ticket for not wearing a seat belt only when there is another traffic violation. In 2002, the
average number of people using seat belts was about 11 percent higher in states where the primary law
was used.
Car accidents are the cause of many deaths every year, and to bring this number down, Occupant
Protection Selective Traffic Enforcement Programs was created. The purpose of this program is to help
people change their safety belt use behavior by combining safety belt law enforcement with media
support. People are more likely to obey the law, knowing that particular State is very serious about it.
Another successful campaign that was formed to increase seat belt usage rate was the "Click It or Ticket
Campaign". This campaign was established by the National Highway Traffic Safety Administration, the
Air Bag & Seat Belt Safety Campaign, and many other law enforcement agencies. In states that
introduced this campaign, the seat belt usage rates went up by as much as 19 percent.
Source: NHTSA. “Safety Belts and Teens 2003 Report” 14 February 2010.
<http://www.nhtsa.dot.gov/people/injury/airbags/buasbteens03/>
ARTICLE: Fatality and Injury Trends Among Child Front-‐Seat Passenger Vehicle Occupants 12 and
Younger
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Primarily starting in 1995, a significant percentage of child automobile safety programs have focused on
mandating children 12 years and younger be seated in the backseat of automobiles to reduce injuries
resulting post-‐collision from seat belt and air bag deployment. NHTSA has compiled data and analysis
on government policies on the matter, as well as the ratio of front-‐seat fatalities and injuries for children
under the age of 12 years. The research was conducted over a decade, starting in 1996 and ending in
2006 – allowing changes in legislation and child vehicle safety programs to be tracked over time.
Research has documented an increase in safety campaigns, including governmental legislation,
heightened enforcement, and public campaigns, supporting the move of children under the age of 12
years from the front passenger seat to the back seat of moving automobiles. Corresponding with this
increase in public visibility in safety campaigns, research showed that front-‐seat accident related
fatalities decreased 62% over the period of the study (from 1996 to 2006). It was documented that
front-‐seat related injuries also decreased during this period.
Traffic safety data concerning child front-‐seat passengers under the age of twelve is analyzed and
discussed in this research article. Fatality and injury numbers for this age bracket display a declining
trend from 1996 to 2006. The number of deaths decreased from 554 to 209 over the decade, including
a 20% drop in the fatality ratio. “Over the 11-‐year period, the number of front-‐seat fatalities decreased
by 10 percent every year on average.” These statistics illustrate how vehicle safety standards have
reduced the overall amount of deaths for Tweens and other younger passengers. Regarding injuries, the
number of children who were injured decreased by 56,000 during the 11-‐year time period. Also, the
injury ratio dropped over 10% during the given timeframe. “Both the number and ratio of children
injured decreased for 8 years and increased for 3 years between 1996 and 2006. Overall, the trend of
injury number and injury ratio both went down in the 11-‐year period.” Relating to the fatalities
mentioned earlier, the number of child automobile injuries has also been reduced due to safety
advances in the automotive industry as well as consumer’s focus on safe driving. Trend data indicates
the child safety campaigns have been successful in parents ensuring their children sit in the backseat of
the car. Concerning Illinois only, statistics show that the rate of change is a decrease of 15% in both
injuries and fatalities from 1996-‐2006. However, one major disadvantage of this research article is that
any backseat related deaths or injuries were not considered, which is where Tweens often sit when
traveling in an automobile. Data regarding backseat child safety would be very useful to compare to the
provided statistics regarding front-‐seat passenger for this age group.
Source: Fatality and Injury Trends Among Child Front-‐Seat Passenger Vehicle Occupants 12 and Younger.
14 February 2010. <http://www-‐nrd.nhtsa.dot.gov/Pubs/811030.PDF>
ARTICLE: INFLUENCING 8-‐12 YEAR-‐OLDS TO SIT SAFELY BUCKLED IN A BACK SEAT
In recent years, advocates of child safely are more inclined to have kids between 8 and 12 years old
wear seat belts in the back seat. Every year, the rate of Tween deaths involving the lack of seat belt
usage increases and many experts are adamant about making sure everyone is following the law. The
Automovitive Coalition for Traffic Safety is speculating how often seat belt usage is being practiced by
Tweens, considering many are taking the required law lightly when sitting in the back, which is the
safest place for children under 13 to be sitting. If they do sit in the passenger seat, they are 40% more
likely to be injured in a car crash; 35% of Tweens sit in the front.
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Generally, Tweens die in car crashes at a rate of more than one per day and 1,267 were injured in 2004.
The main cause of death for Tweens who sat up front is due to the fact that they were not wearing a
seat belt. Looking at studies conducted in Dallas, Texas and Joplin, Missouri, only 53% of children in
Dallas and 63% in Joplin said they always wore seat belts. Experts find these statistics startling given
that the national rate is 82%. It was also noticed that Tweens are riding in the passenger seat too soon
for their young age with about 1/3 of Tweens in Joplin and Dallas sitting in the front seat.
One of the underlying influencers of Tween failure to wear seat belts is that the parents have a strong
impact on how children think. Studies found that 90% of children wear seat belts because their parents
do. Of those with parents who do not wear seat belts, only 60% of children wear their seat belts.
There are four factors that influence seat belt usage for Tweens:
Whether or not the driver wears a seat belt
o From 1991-‐2001, 91% of children age 8-‐12 were killed in crashes, the driver did not
wear a seat belt
Age of Driver
Parent/Driver Requirement
Peer Pressure
There are eight essential insights for traffic safety:
1. Tweens Don’t Always Buckle Up
a. Only 63% of Tweens in Joplin, MO in the pilot survey said they always wear a seat belt
b. Only 53% of Tweens in Dallas, TX in the pilot survey said they always wear a seat belt
2. Tweens Are Riding Up Front Too Soon
a. About a third of Tweens in the pilot survey stated they sat in the front
3. Safety May Not Be A Concern for Tweens Sitting in Front
a. Around one third of Tweens in the pilot survey stated that sitting in the back is safer
4. Tweens Want Comfort and Control
a. Those that sat in the front stated that the control of the radio was a major benefit
b. Buckling up is uncomfortable
5. Peers Are Very Influential
a. Tweens who wear a seat belt all the time were more likely to report that others did the
same
6. Parents Matter
7. Boys and Girls Need To Be Approached Differently
a. 95% of girls vs. 87% of boys stated that they buckled up most of the time or all the time
(Joplin pilot survey)
b. 2/3 of girls vs. 1/2 of boys stated that they liked the safety component of the back seat
(Joplin pilot survey)
c. Boys were more likely to seek comfort, game-‐playing, and parental approval as a key
factor for deciding where to sit (Joplin pilot survey)
8. The Law Matters
a. Supports positive norms
b. Encourages parents to tell their kids to buckle up
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There are some ideas what can be done to help promote good safety habits for Tweens:
Traffic Safety Advocates
o Promote how common it is for Tweens to ride buckled up in the back seat
o Implement programs that reward teens for staying buckled up in the back
o Offer parents tips on how to encourage Tweens to sit in a back seat buckled up
Schools and Other Youth Organizations
o Make safety a priority
o Use coaches, teachers, and other role models to encourage safe driving habits
o Encourage anyone who interacts with drivers to promote safety habits for Tweens
o Offer specific tips
Parents
o Make it a rule
o Buckle up themselves
o Share safe driving philosophy with other parents
o Listen to Tweens wants in the car and accommodate them in a safe manner
Policymakers
o Pass and enforce safety laws
o Close gaps in laws that allow children to ride unrestrained
o Promote
o Fund and support traffic safety programs
Source: Influencing 8-‐12 Year-‐Olds to Sit Safely Buckled in a Back Seat. 14 February 2010.
<http://www.Tweensafety.org/_docs/Tween%20Booklet.pdf>
ARTICLE: Rural/Urban Comparison
This research article discusses the fatalities in both rural and urban settings and compares the data in an
attempt to draw conclusions about motor vehicle crash fatalities. There is not an in-‐depth emphasis on
Tweens, but rather a focus on location and time of accidents for all vehicle passengers. “According to
the 2007 Census, 23 percent of the U.S. population lived in rural areas, however, rural fatalities
accounted for 57 percent of all traffic fatalities in 2007.” This statistic shows that accidents are much
deadlier in rural areas than in urban settings. Another piece of information that the article discusses is
the number of miles traveled per accident ratio. Once again, the numbers in rural areas were
significantly higher; over two times greater than those near major cities. Accidents during the night or
on the weekend are also significantly higher than at other times, leading Tweens and their parents to
ensure they buckle up during these peak times. One of the more important pieces of information
included discusses seat belt usage. “The 2007 National Occupant Protection Use Survey (NOPUS) shows
that the seat belt use rate among occupants of vehicles in urban areas was 84 percent and rural
occupants were observed to have a use rate of 78 percent.” This increase of seat belt usage in urban
areas may be correlated to the reduced number of fatalities in comparison to rural settings. Regarding
Illinois, the state was ranked 9th out of the United States for total fatalities in 2007, which is a number
that should be greatly reduced, if at all possible. We can conclude from these many segments of data
that the rural areas are prone for bigger and more dangerous accidents, which leads us to emphasize
the importance of seat belt safety and usage among Tweens and all other automobile passengers.
Source:Rural/Urban Comparison. 14 February 2010. <http://www-‐
nrd.nhtsa.dot.gov/Pubs/809524.PDF>
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ARTICLE: Safety belt use laws
This article cites that of the 50 states, 49 have state seat belt laws (the one that does not is New
Hampshire). In these 49 states with seat belt safety laws, only 30 view the lack of seat belt usage as a
primary offense (meaning in these 30 states, an individual can be pulled over for not wearing a seat
belt). 19 states view it as a secondary offense (an individual cannot be pulled over for not wearing a seat
belt, but a ticket can be written if pulled over for another offense). There is a safety belt defense law
that states an individual’s claim in an accident can be lessened if that individual wasn’t wearing a seat
belt at the time of the accident, but that is only valid in 16 states. There are child restraint laws set out
for all 50 states, but there is no clear definition throughout all 50 states, as each state differs with its
laws.
Source: Safety belt use laws. Insurance Institute For Highway Safety, Feb. 2010. Web. 15 Feb. 2010.
<http://www.iihs.org/laws/SafetyBeltUse.aspx>
ARTICLE: Seat Belt Use in 2008—Use Rates in the States and Territories
This article shows the usage of seat belts in all US states and territories from 2001 to 2008. The use of
this article, with the use of the previous one (which shows when failure to wear a seat belt as a primary
offense), will show the jump of people in the given states who wore seat belts after it became a primary
offense. This also shows the change from 2007 to 2008 for all states and territories (note: 18 states
actually declined seat belt usage, including a 7.1% decline in Rhode Island).
Source: Seat Belt Use in 2008—Use Rates in the States and Territories. Traffic Safety Facts. National
Highway Traffic Safety Administration. Web. 15 Feb. 2010.
Methodology for Qualitative: Observational Study
Research Design
In order to assist the team in looking at the relationships in various attitudes with actual seat belt use,
we have chosen to conduct seat belt observational studies. Five team members conducted
observational research in the suburbs of Chicago, while three different team members conducted
research in Chicago, Illinois. The locations of suburban observations were near schools and shopping
malls. City observations took place near churches and local sporting events. A spreadsheet has been
created in order to document the observed data in which data was evaluated through SPSS.
The information collected included driver’s general age, gender, and race. Team members also inquired
on vehicle type, passenger age, and whether or not vehicle occupants were belted. Date and location
were noted.
Population
Sampling units reflected the projected target market, i.e. Tweens ages 8-‐12, parents/caregivers of
Tweens and other influencers (of all ages). Demographic analysis was conducted in post-‐active research.
Due to the extensive demographic information that was obtained, analysis was conducted through SPSS.
Selection process was chosen according to secondary target segments. Hispanics were primarily
observed in the urban areas of Chicago. Rural observations were conducted based on high traffic areas
for the primary target segment.
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Collection Process
Data was collected through a data collection spreadsheet. Segments of the document included
information pertaining to the driver, passenger, and additional comments (i.e. direct or indirect
observation and/or where the passenger was sitting i.e. front or back).
Method of Analysis
Data analysis was conducted through SPSS for the quantifiable results. Other observed comments and
conclusions were documented accordingly.
Results
Descriptive Analysis
Based off of the 280 observations that were made, we conducted statistical analysis to determine any
specific correlation between seat belt use and other factors. From the statistics, we observed that the
Tweens predominately sat in the back seat without a booster seat, and the remaining sat in the back
seat with a booster seat or in the front seat. (These results do not take into account all the 280
observations, only 82, because not all NHTSA representatives specified the position of the passenger in
the vehicle).
We observed Tweens between ages 8 and 12 and the graph below shows the distribution of the data.
Age Distribution of Tweens
21% 28% 8
9
9%
10
17% 11
26% 12
Before doing the observations, we believed the vehicle type would influence the Tweens’ seat belt
usage. If the size of the car was to be perceived as bigger, it would mean it was safer. As a result, there
is no correlation between the type of vehicle and whether or not the Tween buckled up.
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Vehicle Type
12%
car
31% 53%
pick-‐up truck
suv
4% mini van
We also assumed the location of the Tween in the vehicle would greatly influence the Tweens’ seat belt
usage. The analysis determines that there is no strong evidence supporting a correlation between the
location of the Tween in the vehicle and whether or not the Tween buckled up.
Location in the Vehicle
14.6%
30.5%
Front Seat
Back Seat (no Booster Seat)
54.9%
Back Seat (Booster Seat)
We conducted a correlation analysis between the driver’s sex and race vs. Tween seat belt use and
driver’s sex vs. driver’s seat belt use. The races that were predominately observed were African-‐
American, Caucasians, and Hispanics. The only correlation that was noticed was when the driver buckled
up, the passenger chose also to buckle up.
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Driver and Seat Belt Passenger and Seat
Usage Belt Usage
18%
33%
yes yes
82% 67%
no no
Otherwise, the correlation coefficient has no statistical significance and we can therefore conclude that
there is no significant correlation between any of the determinants tested.
Limitations and Caveats
Potential Errors
After finishing the observational analysis, we found that there was potential for error that deviated our
overall results. While observing if Tweens are wearing seat belts while riding in cars, the hardest part
was determining the child’s ages. Knowing that our target has to be between the ages of 8 and 12 years
old, we had to make assumptions when recording the data. The observations were done during the
winter time, making it difficult to verify if the child was even wearing a seat belt because of the
outerwear that they had on. Other potential inaccuracies that impacted our results were the difficulty of
establishing the Tween’s gender and race. Most of the data did not record the type of vehicles that were
observed.
Possible Improvements
After doing indirect observations, we realized that we should have done some direct observations to
ensure the exact demographic of our target group. We would not have to estimate any data that we
were unsure of so our results would be more accurate.
Methodology for Qualitative: Focus Group
Research Design
In order to explore detailed habits and opinions of our primary target markets the team conducted a
total of seven focus groups. The focus groups took place at the UIC Innovation Center and University
Hall, both located on Harrison Street. Another focus group was done in Lemont, IL at the MB Financial
Bank. The days chosen were Saturday, March 13th from 10:00 AM – 2:00 PM for the Innovation Center
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and Sunday, March 14th from 12:00 PM -‐ 2 PM for University Hall; the last focus group took place on
Sunday, March 21st from 10:30 AM – 12:30 PM in Lemont, IL. Participants included the primary target
segments. The differing segments were each separated into their focus groups i.e. parent focus group
and Tween focus group. Bagels and coffee were provided for the Innovation Center and UH focus
groups and Doughnuts and coffee were provided for the Lemont focus group. Pizza and pop were
provided at every focus group.
The Tween focus groups were concentrated on situations in which Tweens do not wear seat belts. The
moderator inquired on modes of transportation and Tween-‐parent seat belt awareness and education.
Questions pertained to Tweens who do not buckle up and what would get them to wear their seat belts.
Other questions related to Tweens riding in the car with friends. The parent or influencer focus groups
concentrated on struggles and decisions for buckling up their Tweens. The moderator inquired on
parental importance of buckling up and strategies they have used to overcome Tween resistance.
Population
Sampling units reflected the projected target market, i.e. Tweens ages 8-‐12, parents and or caregivers of
Tweens, and other influencers of all ages (18 and over). Demographic analysis was conducted post-‐
active research. The selection process consisted mainly of our friends and family, informing them of our
needs, and asking for participation. We also passed out fliers to try to get other participants not known
to us to partake in the study. Incentives were offered as mentioned above. Tweens were asked to
participate alongside a parent or influencer. Limitations of the selection process included locations and
transportation liability, in addition to participant agreeableness.
Collection Process
Data was collected through facilitator notes and focus group videos. In the Innovation Center, team
members watched and took notes opposite a single sided mirror. At the UH and Lemont focus groups,
team members took notes during the session while sitting in the same room.
Method of Analysis
Data analysis included revision of focus group videos and notes. Specific quotes from participants in
addition to precisely answered questions were summarized and noted. The data provided assisted in
improving the familiarity of the target segments.
Results
Descriptive Analysis
Reasons for wearing seat belt
Participants told us they always wear their seat belt because it became a habit to do so. The
motivation behind wearing a seat belt is in precaution to an accident that may occur. According to one
participant, she would “wear [her] seat belt all the time if I got paid.” Other reasons include annoyance
from the alarm that goes off in the vehicle if the seat belt is not in use, or the seat belt is automatic
when closing the door.
From all these responses, we concluded that parents or guardians should have more involvement in
educating their Tweens to wear their seat belt since these Tweens look up to their parents. It is startling
to learn an accident is the motivation for some kids to use seat belts every time. It is reported that
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parents do not tell their Tweens to wear their seat belts as much compared to when they were younger
and parents do not watch them if they have their seat belts on. Parents trust them to put it on their own
since they are old enough.
When asked what they would do when a friend is not wearing their seat belt, only a few Tweens would
advise their friend to do so. Most Tweens answered they would not do anything because they do not
pay attention. All Tweens assume that there is no improper way to wearing a seat belt; they think it is
okay as long as they click it on even if it is under their arms or behind their backs. When asked if he
knows the proper way of wearing seat belts, one individual questioned, “is there an improper way of
wearing a seat belt?”
The Tweens have been taught by police, parents, and grandparents to wear seat belts to prevent
injuries in the case an accident occurs. They have been told “if you don’t wear your seat belt, you will
end up in the hospital” or they can get injured or even die. The Tweens know that seat belts keep an
individual in place when the car stops immediately. It was good to know that Tweens were aware of
various seat belt laws and campaigns, particularly the Click It Or Ticket It campaign. Participants also
knew about other laws regarding seat belt laws and the rules and regulations concerning where to sit in
the car depending on the height of the person. Finally, when asked whose opinion Tweens value the
most, as predicted, most answered either their mom or dad or any close relatives. This shows that
family play a big factor in how Tweens interact in their everyday lives.
Parents
For the parents’ focus group, we wanted to determine their roles in whether or not their children wear
their seat belts, and to find out more information about whom and what influences this age group to
wear or not wear seat belts.
According to the group of parents, a small population said they never wear their seat belts in cars;
unexpectedly, one of them is a male police officer. It was intriguing to find that they would only wear
their seat belts in bad weather conditions, such as rain or snow, but not wear it if it is good weather.
Seat belts being “uncomfortable and too restricted” also prompted them to not consider putting it on.
One individual said that a past vehicle that he owned did not have a seat belt, he just got used to not
wearing seat belts when riding in a vehicle. Similar to the Tweens’ answers, about half of the parents
sometimes wear their seat belt and the other half said they would always wear seat belts. For those
who sometimes wear their seat belt, it is due to absent-‐mindedness and not anything intentional.
What influences adults to wear seat belts
All of the adults said safety is the primary reason why they wear their seat belts, with one parent saying
“I don’t want to leave my son without a mother.” Other answers included the beeping noise the car
makes if the seat belt is not on or not wanting a ticket. Also, wearing a seat belt is just another force of
habit for most adults to avoid injury or death in case of an accident. In certain situation, most adults
feel as if wearing a seat belt is not the utmost important thing because sometimes seat belts “restrict
you more than it saves you.”
The law of wearing seat belts
The majority of parents are very aware of the seat belt law, especially the “Click-‐It-‐Or-‐Ticket” law that is
made apparent through advertising. Some are unclear about what exactly is the seat belt law and end
up going with their own beliefs and that is what they teach their children.
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Sitting in the car
Most parents think the safest seat in the car for passengers is the seat right behind the driver “so you
can see them through the rearview mirror.” Most parents let their kids choose wherever they want to
sit in the car because they do not think seating matters. Some parents are very specific about where
their children sit in the car, depending on the height and weight of the child. Other parents say that the
child can sit in the front seat “when the seat belt fits properly.” One parent said that she listens to
whatever their pediatrician says about where their child should sit in the car. Since parents have higher
authority, all of their kids listen to them when asked to wear seat belts. There seem to be no problems
wearing seat belts, but if problems were to occur, they would check to see if their children are wearing
seat belts, and remind them to if they are not. It is assumed that children are very obedient; however,
when the Tweens were asked about problems wearing seat belts, they made it clear that wearing seat
belts is their choice and sometimes they do not wear seat belts. The kids stated that parents do not
watch them to see if they are wearing seat belt.
If parents see that their Tweens are not wearing seat belts, they would not start the car unless they put
it on. They also make the Tweens aware that they will get a ticket if no seat belts are worn. Parents
teach their kids about seat belt usage at a young age to tell them that it is required to put it on;
however, some parents are okay with their children not wearing seat belts when sitting in the back seat.
Parents assume that their child know how to put on the seat belt correctly because they are not aware
that there is an incorrect way to wear it.
Information about seat belt
Parents obtain their information about seat belt usage from school, magazine, or the Internet. While
explaining the dangers of not wearing seat belt, one parent said that “Princess Diana died because she
was not wearing seat belt.” In addition, they also use their past experiences to emphasize the important
of seat belt usage; however, parents let their children decide weather or not to wear seat belts when
they get older because it will be their choice. When asked why some parents think other parents let
their Tweens get away with not wearing seat belts, most answered that there is a lack of concern and
total negligence.
Limitations and Caveats
Potential Errors
As for conducting the focus groups, it was difficult finding both Tweens and parents of Tweens, given
that our target market is between 8 and 12 years old. We found it difficult to establish a time that is
contingent with everyone’s schedule including NHTSA group members and participants. Many
participants that were willing to participate had other obligations that conflicted with the timing. Also,
the focus groups had to be conducted on campus; consequently many people had a hard time getting to
our location. Other big issues included finding parking for participants, finding a place to conduct the
focus groups, and finding cameras to record the sessions. In order to get participants to come to the
focus groups, we had to lure them in with incentives such as pizza, pop, doughnuts, coffee, and bagels
which were difficult to obtain while staying within our budget.
In our analysis, many of the questions were very subjective; therefore we cannot assume that all
questions were answered from an honest perspective. Many answers were very contradicting and we
assume that the participants, especially the parents, altered their answers in their favor.
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Possible Improvements
With 18 members setting up the focus group process, we had a lack of communication between
members in some instances and the process could have been faster had we communicated more
efficiently with each other. After each focus group session, we were not as prepared to raffle off our
prizes because we did not give enough time to put everyone’s name in the drawing. Other preparations
that needed improvements were getting the food for the focus group because we had to take into
account of how many people were going to show up without going over our budget, and there were a
few miscommunications regarding where the focus groups were going to take place.
Methodology for Qualitative: In-‐Depth Interview
Research Design
In addition to focus groups, we also set up in-‐depth interviews in order to have more specific results for
our research. We conducted two in-‐depth interviews overall, with one interview consisting of two girls
face-‐to-‐face and the second one with three girls via Skype. During the interview, one team member
asked questions and one recorded the interview with a video recorder. The same question sets that
were used for the focus groups were used for these interviews.
Results
Descriptive Analysis
The results of the in-‐depth interviews are very similar to those of the focus groups. When asked how
often they wear seat belts while sitting in the car, they said they would always wear it if they sat in the
front and they would sometimes wear it if they sat in the back. One interesting finding was that one of
the girls said she avoids wearing seat belts sometimes because she wanted “to look cool” like her
friends. This shows that the reason some kids avoid wearing seat belts could possibly be because they
want to fit in along with their peers, which makes sense considering Tweens are among the primary
group that are the most peer pressured.
Reasons for wearing seat belts
The main reason why these girls wear their seat belt is for safety, and it is apparent that they wear seat
belts when sitting in the front seat because they think it is easier to get hurt in the front seat. An
interesting remark was when a Tween mentioned she does not wear her seat belt when riding in a car
for a short period of time because “five minutes is not long enough for an accident” to occur. That is the
general reason for Tweens who do not wear their seat belts when riding in a car for a short period of
time. Another reason is when parents or guardians tell them to wear seat belt, they would do it without
arguing. One girl even pointed out that her parents remind her constantly to wear seat belt.
Influencers
Comparable to our focus group results, every Tween in the in-‐depth interview said that their parents
influence them the most concerning seat belt usage. One Tween said that between her mother and
father, she values her father’s opinion more because they are much closer and she spends more time
with him.
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Limitations and Caveats
Potential Errors
The biggest problem with one of the in-‐depth interview was that the parent was present during her
kids’ interview and she would sometimes answer for them. This might have negatively impacted the
results because the answers were not directly from the kids’ standpoint. Another big problem was the
technical difficulties of conducting the interview through Skype, such as the internet freezing a few
times, and it was difficult to hear one another. Finding a convenient time to set up the interview was
also a problem because of everyone’s busy schedule.
Possible Improvements
If we could have done the interview in person, we would have separated the parents from the kids so
they are free to answer the questions and avoid any technical issues. We found that many answers were
repetitive with what the Tweens said during the focus groups so if we would have asked different
questions, it would not have been so redundant.
Conclusions
Observational Study
From the results we obtained, most of the Tweens who sat in the back seat without seat belts and those
who sit in the front seat, most of them do wear seat belts. It could be that they believe sitting in the
front seat put them more at risk in case of an accident. Unfortunately, not all of the data collected
specified where the Tweens sat so it was difficult to determine if Tweens do wear seat belts depending
where they sit. There were no correlations between the type of vehicle and if Tweens wear seat belts.
The only one noticed was that if the drivers were wearing their seat belts, the Tweens were also
wearing their seat belts.
Focus Groups and In-‐Depth Interviews
After analyzing our researched data, we noticed the results from both the focus groups and in-‐depth
interviews were very similar as mentioned before. Tweens’ biggest influence factor would be
experiences. For example, we asked Tweens what would be a prime factor for them to wear seat belts
and the majority of them answered that if they were ever to be in a car accident, they would be more
inclined to wear seat belts every time. The main difference was that the Tweens’ answers were more
direct and descriptive because it was more one-‐on-‐one and they are able to be more expressive.
Compare to the focus group findings, the in-‐depth interview participants stated that they are more likely
to not wear seat belts during very short trips or very longs trips. Aside from parents influencing them to
wear seat belts, these Tweens also take into account their peers’ opinion on seat belt usage. We found
that Tweens do understand the importance of seat belt usage because all of the Tweens either wear
their seat belts all of the time or at least some of the times. It seems that in the event that there happen
to be a short trip or a very long trip, the Tweens are less apt to wearing their seat belts. For the short
trips, it is a belief that nothing is going to happen when sitting in the car for five minutes. For the long
trips, Tweens prefer to be more comfortable rather than being strapped in the seat belts.
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Recommendations
Some recommendations that would promote seat belt usage would be using people that Tweens idolize
such as parents or celebrities. If parents talk to their kids more about wearing seat belts, they would be
exposed to the message at an early age and more likely to remember it as they grow older. Also, using
celebrities to send out messages about wearing seat belts would influence Tweens greatly. When
interviewing the parents, most of them were unaware of seat belt laws such as the requirements for
kids to sit in the front seat, when to take the booster seat out, or what the consequences are if someone
is caught not wearing seat belts. Many parents just use what they know to teach their kids without
doing any research. If NHTSA can spread awareness about seat belt laws more so parents are able to
understand clearly what the laws are, more people would wear their seat belts.
Methodology for Quantitative
Research Design
We began our research problem by closely examining the resources that NHTSA has provided for us to
determine the precise objectives that would define our survey development. The main objectives we
ascertained for our research was first, to provide insight on Tween perceptions and beliefs on seat belts
and seat belt usage, and second, to determine who and what the primary influencers were for Tweens
in regards to seat belt usage.
A series of questions were provided by NHTSA for us, to use verbatim, in two surveys, one for the
Tweens and one for their parents. We developed the additional questions around our two primary
objectives, using GoogleDocs as a medium to better communicate within the group while developing
the questions. Once the surveys were finalized, we uploaded them onto Qualtrics.
Due to legality issues (as our target group included minors), our group had decided to send out copies of
the consent letters with the parent surveys first, having teachers hand them out to their students to
bring home and return to school after a few days. Group members also sent out the link to the Qualtrics
survey via email and social networking, targeting parents with children in the age range of 8 and 12
years old.
The purpose of our research was developed to answer two primary objectives: first to determine the
opinions of the Tween population about seat belts, and seat belt safety and usage. The second
objective, which our research hoped to gain insight on, was exactly who and what were the influencers
on Tweens on the subject of seat belts and seat belt usage. More specifically, we wanted to see what
actions by parents have the most influence on Tweens to get them to buckle up. We also were asking a
series of questions attempting to identify who the key influencers are for Tweens and their use of seat
belts when in the car.
Population
For our research, our primary population being studied is the NHTSA-‐labeled ‘Tween population’ –
children within the age range of 8 and 12 years old. The secondary population our research focused on
is the parents of our ‘Tween population’. Our sampling objective was to survey a minimum of 200
parents and 50 Tweens (as directed by the NHTSA board).
We began our sampling process by compiling a list of schools and school administrators which group
members had access to, and creating a list of contact information for these elementary and middle
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schools. Because the majority of our contact schools are located in the suburbs of Chicago, we also are
researching several schools located within the Chicago city limits to contact as well. We wanted to
represent Tweens both in the urban and suburban areas, as there are decidedly different transportation
patterns for each group.
Due to legal requirements, we were unable to distribute surveys to any school, public or private.
However, each group member was able to obtain between five and ten parent surveys and five Tween
surveys; each survey was distributed to and filled out by parents, guardians, or influencers of Tweens.
The distribution channel was either Qualtrics or physical paper forms. In addition, one member
contacted the Galileo Scholastic Academy of Math and Science, which is a middle school just west of the
Chicago Loop. Our member was able to distribute about 20 Tween surveys at this school.
Collection Process
Survey distribution was handled through two channels – the main dispersal of the survey was done
through 18 team members. Each member gathered at least ten parent surveys and approximately five
and ten Tween surveys. Physical copies of the parent surveys, along with the consent forms, were
distributed at the beginning of the spring recess, and both English and Spanish forms were provided
when necessary. One week later, after the surveys were completely filled out by participating subjects,
both the Tween and parent surveys were collected along with the consent forms.
The second channel of distribution for our surveys dealt primarily with our parent surveys – the parent
form was uploaded onto Qualtrics, and distributed via email and social networking groups by team
members. This second wave of distribution was directed at individual parents and parent groups whom
our NHTSA group members have previous contact with. This wave was seen as a supplement aimed at
boosting our collection of parent surveys.
Method of Analysis
The results from the paper copies of both the Tween and parent surveys were entered by group
members into the Qualtrics system (to keep an electronic record). Once all surveys were entered, we
used the Qualtrics software to create an SPSS file for statistical analysis. The main SPSS tools we used
are the frequency and distribution analysis, correlation analysis, and regression analysis to determine
applicability of the sample and relationships between the survey variables. We used the correlation
analysis and regression modeling to determine the significance and causality relationships between
survey variables.
Results
Demographic Data
Tween Demographic Data
A slightly larger percentage (53.1% versus 46.9%) of survey respondents identified themselves as ‘boys’
(instead of identifying as ‘girls’). The range of school grades was relatively uniformly distributed across
the sample, however there were two larger groups of respondents centered around 3rd and 6th grade
survey takers.
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