5. PROGRAM EVALUATION (continued)

Two variables were subjectively coded from the information collected by the questionnaire as indicators of likely respondent exposure to the Heed the Speed program. One simply provided an indication of whether or not the respondent referred to the Heed the Speed program by name. The other came from an examination of the entire survey and provision of an overall assessment of whether or not the individual had definitely been exposed to the program, probably been exposed to the program, or not been exposed to the program (including exposure unknown). The resulting Tables 53-58 are based on follow-on data only since there was no possible exposure to Heed the Speed prior to the program.

Table 52. Rating of Neighborhood Speeds by Neighborhood ( Phoenix )

Whether or not the respondent used the words Heed the Speed on the survey form is shown for the two cities in Table 53. A respondent's survey was coded as “yes” if the respondent used the same or similar words. No respondents mentioned Heed the Speed during the pre-program survey . The table shows that 28.5 percent of the follow-on Phoenix respondents referred to the program by name as did 23 percent of the follow-on Peoria respondents.

Table 53. Respondent Follow-On Mention of Heed the Speed ( Phoenix and Peoria )

Use of the program slogan as a function of Peoria neighborhoods is shown in Table 54. It shows that the program was mentioned by respondents from all neighborhoods – most frequently by respondents from Desert Harbor (31.5%), followed by respondents from 95 th Avenue (25%), and respondents from Bell Park (12.6%).

Use of the program slogan in questionnaire responses by Phoenix neighborhoods is shown in Table 55. Again, it shows that respondents from all neighborhoods mentioned the program, although the number of mentions from Clarendon was extremely small. The slogan was mentioned most frequently by respondents from Sweetwater (43.6%), followed by respondents from Moon Valley (30.6%) and Clarendon (1.8%).

Table 54. Respondent Follow-On Mention of Heed the Speed ( Peoria )

Table 55. Respondent Follow-On Mention of Heed the Speed ( Phoenix )

Clearly the materials associated with the speed reduction program made a sufficient impression to have a large proportion of respondents volunteer the program slogan – Heed the Speed – on the questionnaire. It must be remembered that the data presented above represent totally unaided responses. There was no mention of Heed the Speed in the questionnaire or the cover letter on its reverse side.

Each returned survey was also coded based on a project staff member's overall impression from reading all of the responses it contained of whether or not the respondent had been definitely exposed to the Heed the Speed program, probably exposed to the program or not exposed to the program. The follow-on results for the two cities are given in Table 56, which shows that approximately 70 percent of respondents from both cities were judged to have been definitely or probably exposed to some aspect of the program.

Table 56. Respondent Follow-On Exposure to the Heed the Speed Program (Phoenix and Peoria)

Follow-on exposure broken down by Peoria neighborhoods is provided in Table 57. That table shows that the largest proportion of respondents who were definitely or probably exposed to the program came from the Bell Park neighborhood (83.6%). It was followed by 95 th Avenue (68.2%) and Desert Harbor (60.5%).

Table 57. Respondent Follow-On Exposure to the Heed the Speed Program
by Neighborhood (Peoria)

Similar data for Phoenix neighborhoods are given in Table 58. That table shows that the largest proportion of respondents who were definitely or probably exposed to the program came from the Moon Valley neighborhood (91.3%) followed by the Sweetwater neighborhood (84.3%). Only 12.6 percent of the follow-on Clarendon respondents indicated an awareness of the program.

Table 58. Respondent Follow-On Exposure to the Heed the Speed Program
by Neighborhood (Phoenix)