The Internet has been exploited successfully in the past as a medium for behavioural research. This paper presents a series of studies designed to assess Internet-based measures of drivers' risk-taking behaviour. First, the authors compared responses from an Internet sample with a traditional pencil-and-paper sample, using established questionnaire measures of risk taking. No significant differences were found. Second, the validity of new Internet-based instrumented was assessed, involving photographs and photographic animations, that measures speed, gap acceptance, and passing. Responses were found to reflect known demographic patterns of actual behaviour to some degree. Also, a roadside survey of speeds was carried out at the locations depicted in the photographic measures of speeding and, with certain exceptions, differences between the two appeared to be constant. Third, a between-subject experimental manipulation involving the photographic animation measure of gap acceptance was used to demonstrate one application of these techniques. (A)
Abstract