Effectiveness of Safety and Public Service Announcement Messages on Dynamic Message Signs
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July 2014
FHWA-HOP-14-015
Foreword
Notice
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Table of Contents
[ Technical Report Documentation Page ]
Executive Summary
CHAPTER 1. Introduction
CHAPTER 2. Organizational and Institutional Frameworks for Safety and PSA Messages in the Four Urban Areas
Chicago
Houston
Orlando
Philadelphia
CHAPTER 3. Survey Design and Execution Plan
Survey Design
Priority Messages
Survey Format
Survey Questionnaire/Content
Survey Execution
Subject Recruitment
Survey Locations for In-Person Interviews
Pilot Study
Live In-Person Survey
Survey Results
Lessons Learned from the Pilot Survey
CHAPTER 4. Adjustments to the Survey Execution Plan
Final Data Collection Logistics
Houston
Philadelphia
Orlando
Chicago
CHAPTER 5. Results and Analysis
Descriptive Statistics
Interpretations of PSAs
Inferential Statistics
CHAPTER 6. Findings and Recommendations/Guidance
Appendix A: Survey Questionnaires
Chicago
Houston
Orlando
Philadelphia
Appendix B: Sample Size Calculation
Appendix C: Potential Survey Locations by City
Acknowledgements
List of Figures
Figure 1. Photo. Pilot survey location
Figure 2. Chart. Recognition of PSA messages
Figure 3. Chart. Number of collisions and number of ticket instances in the past 5 years
Figure 4. Photo. Houston survey sites
Figure 5. Photo. Philadelphia survey sites
Figure 6. Photo. Orlando survey sites
Figure 7. Photo. Chicago survey sites
Figure 8 (a) (b) (c). Chart. PSA “ride safely, sober, live free, ride alive.”
Figure 9 (a) (b) (c). Chart. PSA “eyes on road, hands on wheel.”
Figure 10 (a) (b) (c) (d). Chart. Comparable PSA messages by city
Figure 11 (a) (b). Chart. Additional PSA messages in Houston
Figure 12 (a) (b) (c) (d). Chart. Top 10 most recognized PSAs by city
Figure 13 (a) (b) (c) (d). Chart. “How much do you agree or disagree with the following statements…”
Figure 14 (a) (b) (c) (d). Chart. “How important is it to provide information to drivers on the following…”
Figure 15 (a) (b) (c) (d). Chart. “Would you change your driving behavior or habits when you see the following PSA on DMS while driving…”
List of Tables
Table 1. Recommended messages for Chicago, IL
Table 2. Recommended messages for Houston, TX
Table 3. Recommended messages for Orlando, FL
Table 4. Recommended messages for Philadelphia, PA
Table 5. Educational level of study participants
Table 6. Household income in $/year of study participants
Table 7. Level of enforcement
Table 8. Would you change your driving behavior when you see the listed PSAs?
Table 9. Whether to change driving patterns or habits based on the following PSAs
Table 10. Original Houston survey locations
Table 11. Updated Houston survey locations based on state DOT feedback
Table 12. Survey locations visited in Houston during first visit
Table 13. Survey locations visited in Houston during second visit
Table 14. Original Philadelphia survey locations
Table 15. Updated Philadelphia survey locations based on state DOT feedback
Table 16. Survey locations visited in Philadelphia
Table 17. Original Orlando survey locations
Table 18. Updated Orlando survey locations based on state DOT feedback
Table 19. Survey locations visited in Orlando
Table 20. Original Chicago survey locations
Table 21. Updated Chicago survey locations based on state DOT feedback
Table 22. Survey locations visited in Chicago
Table 23. Demographics by survey city
Table 24. Driving experience by survey city
Table 25. Socioeconomic characteristics of the survey respondents
Table 26. General opinions of PSAs on DMS
Table 27. Binary logit model for predicting perceived usefulness
Table 28. Binary logit model for predicting perceived effectiveness when compared to other media
Table 29. Perceived usefulness of PSAs on DMS summary
Table 30. Perceived effectiveness of PSAs on DMS summary
Table 31. PSAs on DMS—recommendations and guidance
Table 32. Needed number of responses n as a function of P and d
Table 33. Potential survey locations—Houston, TX
Table 34. Potential survey locations—Chicago, IL
Table 35. Potential survey locations—Orlando, FL
Table 36. Potential survey locations—Philadelphia, PA
