Gość: 3.0 Evaluation
IP: 195.94.207.*
19.11.02, 12:03
3.0 Evaluation
3.1 Overview
As with any new program, it is equally important to understand how the card
reader system worked as well as whether or not it produced the desired
results. Hence, the evaluation examined both process and outcome features of
the program. This involved the collection of information prior to the
implementation of the MinorChecker® system, during the time it was in
operation, and again after its use had become stabilized in the community.
The following sections present the findings from the Process and Outcome
Evaluations separately.
3.2 Process Evaluation
The primary purpose of the process evaluation was to determine the factors
that enhance or inhibit the ability of the card reader system to reduce sales
of alcohol to minors. In this context, it was deemed important to understand
how the card reader system was being used by licensees and the reactions of
both licensees and young people to the system.
Information for the process evaluation was obtained from four sources: focus
groups; ongoing monitoring of participating licensees; data obtained from
drivers’ licenses recorded by the MinorChecker®; and interviews with
licensees.
3.2.1 Focus Groups
In lieu of a random telephone survey of youth, focus groups were conducted on
two separate occasions in each of the three communities. The first set of
focus groups, conducted immediately prior to implementation of the
MinorChecker® in March 1998, involved 9 groups of 10 individuals representing
four population groups:
16-17 year old males;
18-20 year old males;
18-20 year old females; and,
beverage servers and distributors.
Only one focus group was conducted with 16-17 year old males. It became
readily apparent that even though drinking was commonplace among this age
group, they rarely, if ever, attempted to purchase alcohol themselves. Hence,
this age group would not have been particularly affected by the
implementation of the MinorChecker®. The other groups scheduled with this
population were replaced with groups of beverage servers and retailers.
A second set of focus groups was conducted in January and February 2000, just
prior to the end of the MinorChecker® implementation phase. In each
community, three focus groups were conducted - one with 18-20 year-old males,
one with 18-20 year-old females, and one with beverage servers and
distributors. No focus groups were conducted with the youngest group of males
(i.e., 16-17 year olds).
Focus groups provide qualitative information that is not intended to be
statistically representative of the population. Rather, the information
should be considered as providing interesting and useful hypotheses to be
viewed in light of other supporting research and experience. The extended, in-
depth interviews that comprise focus groups provide an opportunity to probe
the participants’ perceptions and emotions about the topic under
consideration so as to gain a better understanding of reasons for, or
reactions to, a particular situation.
The focus groups were conducted on our behalf by Warren Ashburn of Kelly
Michener, Inc. (Lancaster Pennsylvania). Mr. Ashburn is a skilled focus group
moderator and has had considerable experience in conducting similar groups
with young people on the topic of alcohol consumption.
Each group session was approximately one hour in duration. All young
participants were screened so as to include only those who admitted consuming
alcohol. The session began with a “warm-up” discussion that involved
participants telling stories of their own drinking. Although the purpose of
the exercise was to have participants become more comfortable, it also served
to help characterize their own drinking behaviour and that of their peers.
The discussion then proceeded with the following topics:
drinking venues;
perceptions of drinking (e.g., why people drink; negative aspects of
drinking);
moral and legal aspects of drinking;
access to alcohol;
counterfeit/fake IDs; and
the MinorChecker®.
Alcohol Consumption Patterns
It was apparent that drinking occupied a prominent place in the lives of
these young adults. Drinking was seen as a group activity. They drank often
and occasionally consumed sufficient alcohol to become intoxicated. Most had
begun drinking by the age of 16, and most perceived drinking to be the norm
among their peers. Although a few indicated daily drinking, most confined
their drinking to weekends - defined as Thursday through Sunday. The amount
of alcohol consumed per occasion was dependent upon the quantity of alcohol
available - they drank everything they had. (After all, taking leftover
alcohol home to store for another day wasn’t a viable option for most young
people!).
Males reported more frequent drinking and drinking in higher quantities than
females. Young women would often only have one or two drinks; young men
rarely stopped after one or two.
For the most part, beer was the beverage of choice for young men but women
preferred mixed drinks if they were available. However, the general consensus
was that it didn’t matter what you drank. The goal was to get a “buzz” and so
they drank whatever they could get their hands on.
Drinking Venues
Anecdotal evidence from the participants suggested that most of their
drinking occurred in a private setting (e.g., house, dorm) or in a secluded
location (e.g., park, woods).
Drinking in public places was seen by many as an unnecessary risk. Sitting in
a bar or restaurant consuming alcohol increased one’s exposure to the
likelihood of being caught. Nevertheless, among those who reported drinking
in public, restaurants were viewed as an easy place to get alcohol,
particularly if accompanied by adults. Somewhat surprisingly, the larger,
well-known franchise restaurants were often seen as easy marks.
Experience in bars was limited but some have learned that certain
establishments were very relaxed about the rules. This was particularly true
of certain neighbourhood bars and “college” bars. Young females would often
go to bars with their older boyfriends and had little difficulty being
served.
Perceptions of Drinking
For young people, drinking is an activity in and of itself. Unlike older
persons who usually consume alcohol as an adjunct to a social activity, for
many of the young people who participated in the focus group sessions,
drinking was a primary social activity. They drank to enjoy the pleasurable
sensations of alcohol - disinhibition, euphoria, relaxation. Some indicated
alcohol gave them greater confidence in dealing with each other, particularly
the opposite sex. Several male participants admitted that the purpose of
drinking was to get drunk. Although many denied strong pressure from peers to
drink, there was a general sense that “everyone” did it.
The negative aspects of drinking were well known to most participants.
Throwing up and hangovers were among the common responses. A sense of rage,
committing violence, and doing things that made you “look bad” to your peers
were also noted.
Moral and Legal Aspects of Drinking
All young participants were aware of the drinking age in Pennsylvania and all
knew it was illegal for them to buy and consume alcohol. Many were also aware
of the “zero tolerance” law for young drivers. Fewer than half, however, knew
that it was illegal for them to attempt to purchase alcohol. Most assumed
that the worst consequence of attempting to buy alcohol would be the
embarrassment of being refused service.
There was some disagreement about the appropriateness of the drinking age. As
might be expected, many participants thought that the drinking age was a
