Reducing Road Traffic Accidents with Intelligent Transportation Systems

This dissertation research aims to investigate how Intelligent Transportation Systems (ITS) can reduce road traffic accidents. The survey questionnaire targets the general population, students, and freight transport drivers to gather views on ITS, E-call systems, speed cameras, Intelligent Speed Assistance (ISA), and other technologies. Additionally, academic and transport professionals are interviewed to provide expert insights on the adoption of ITS in the UK roads, its effectiveness, and potential challenges.

Running head: LOGISTICS AND SUPPLY CHAIN MANAGEMENT
Logistics and Supply chain management
Name of the student
Name of the university
Author note

1LOGISTICS AND SUPPLY CHAIN MANAGEMENT
Table of Contents
1. Literature review:................................................................................................................3
1.1. A discussion of road traffic conditions and challenges:..............................................3
1.2. Road traffic Accidents and its brief overview global and UK:...................................3
1.3. Brief impacts of Road Traffic Accidents on society and economy global and UK:...5
1.4. Strategy overview of managing road accidents from global and UK perspective:.....6
1.5. ITS and its brief introduction..........................................................................................8
2. Guided Main body:.............................................................................................................8
2.1. Road traffic conditions and policies adopted:.............................................................8
2.2. Road Traffic Accidents and impacts on society and economy:................................10
2.3. Strategies and policies adopted in managing road traffic accidents:.........................11
2.4. Technological advancements in managing road traffic accidents:............................12
2.5. Road traffic accident prevention mechanisms adopted in the UK:...........................14
2.6. ITS tools and applications:........................................................................................15
2.7. ITS benefits in detail:................................................................................................16
2.8. Conclusion:................................................................................................................18
3. Research methodology:....................................................................................................18
3.1. Research Design:.......................................................................................................18
3.2. Research Type:..........................................................................................................20
3.3. Research approaches:................................................................................................21
3.4. Research Techniques and Ethics:..............................................................................22

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3.5. Study Population:......................................................................................................23
3.6. Sample population:....................................................................................................24
3.7. Sample techniques:....................................................................................................24
3.8. Data Collection instrument and method of administration:......................................25
3.9. Primary data:.............................................................................................................26
3.9.1. Design of questionnaire:........................................................................................26
3.9.2. Interviews:.............................................................................................................26
3.10. Secondary data:......................................................................................................26
3.11. Method of data analysis:........................................................................................27
3.12. Limitations of Research:........................................................................................29
3.13. Conclusion:............................................................................................................30
Reference:................................................................................................................................31
Appendix:.................................................................................................................................40

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1. Literature review:
1.1. A discussion of road traffic conditions and challenges:
Vehicular traffic and road traffic is one of the key elements of day to day mode of
transportation for all the population around the world. 21st century is the era of human
mobility, where people travel from one place to another place due to various reasons like
jobs, education and others (Beck, 2018). According to statistics, road transportation is such a
mode of transport, which is being used by most of the population (Litman, 2017). Due to ever
rising demand of vehicular transportation, roads are becoming highly congested around the
world, which are causing higher level of road accidents and injuries. Rising traffic has made
it harder for most of the governmental organisations to cope with the present situation of road
accidents (Hilhorst et al. 2016). Though there has been various steps taken by the respective
governments to control the deteriorating condition of road traffic, however, they have failed
to gauge the situation due to ever rising burden of vehicular transportation. When it comes to
the comparative analysis of various economic by Stewart et al., (2016), it has been seen that
lack of funds for addressing the road traffic condition in developing nations, there has been
higher number of road accidents. To the contrary, China has improved to a great extent in the
case of road traffic compared to other developing nation (World Health Organization, 2015).
On the flip side of the story, developing nations has well established road security law that
has somehow managed to gauge the road traffic condition in their nation compared to the
developing nations.
1.2. Road traffic Accidents and its brief overview global and UK:
Road traffic accident is one of the key social issues that have been under rigorous
researches since decades. Various governmental organisations like World Health
Organisation (WHO), Department of Transport of UK, US road transportation authority
perform road accident survey (Van, Smith & Grilo, 2015). Survey of WHO showcases that

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road accidents cause a loss of more than 50 million USD according to monetary terms;
however, loss due to road accidents in qualitative terms is beyond the scope estimation
(Mends et al. 2018). In addition to this another ambitious project by WHO found that more
than 1.2 million people lost their lives due to road accidents yearly (Mujalli et al. 2016).
Figure 1: Comparison of international fatality rate
Source: (Singh, 2017)
From figure 1, an international comparison of fatality rate due to road accidents has been
highlighted, which showcase the scenario of traffic across major countries. From the above
figure it can be seen that fatality rate is highest in case of India with a fatality score of 8.6 per
10,000 vehicles (Singh, 2017). On the other hand US stands second in case of fatality rate
with fatality score of 1.26 per 10,000 vehicles. On other hand fatality risk is 11.2 per million
people in India and second is US with fatality score of 10.7 per million of population (Kumar
& Toshniwal, 2016).
Figure 2: Comparison of road casualties in UK
Source: (Lloyd, 2016)

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When it comes to road traffic accidents of UK, then it can be seen that the country has
evolved as one of the safest place in terms of vehicular transportation. During 2015, there has
been 1,732 deaths caused by the road accidents and 22,137 people have been injured severely
due to road accidents (Cartwright & Roach, 2016). Number of people got slightly injured due
to road accidents during 2015 in UK is 162,340 and KSI value is as high as 23,869 (Eze et al.
2016). Summing this up, it can be seen that, there were total 186,209 instances of road
accidents ranging from deaths to slight injuries. However, from comparative analysis of five
year road accident data of UK, it can be seen that there has been drop in road accident by 6%
from the average figure of 2010 to 2014 (Loi et al. 2015).
1.3. Brief impacts of Road Traffic Accidents on society and economy global and UK:
Road traffic accidents are one of the factors that affect both the society and economy to a
large extent. Researches highlight that consequence of road traffic accidents cause vast
amount of financial burden not only on the families, in addition to this on the governments
too (Litman, 2017). Different countries face different economic and financial problem due to
the road traffic accidents and several economic conditions arrive depending upon the
financial condition of the state. When it comes to measuring the impact of road traffic
accidents on society and economy, then various researches has utilised differentiated methods
(Garber & Hoel, 2014). Some of the researches have used qualitative measure to address the
economic and financial loss of the road traffic accident. Adding the cost of emergency
service, court and legal cost, productivity loss and medical cost, researches has traced the
economic cost. When it comes to quantitative measure of economic and financial loss of
accident, then it is not an easy task. Calculation has been done by the Gross Domestic
Product (GDP) and Disability Adjusted Life Years (DALY) loss of the people who has faced
road accidents (Milakis, Van & Van, 2017). From the statistics it can be seen that during
2005, financial loss of road traffic accidents were as high as 167,752.4 million USD and

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majority of the loss has been suffered by the middle income group people (World Health
Organisation, 2015). In addition to this, according to the Years of Life Lost (YLL) method,
during 2012 to 2013 there has been loss in GDP by 1 to 2% due to occurrence of road traffic
accidents (Etehad et al. 2015). Considering the case of UK, there have been 1,732 deaths
during 2014 and 40,000 deaths during 2014 in European Union, leading to loss in GDP by
2% (Theofilatos & Yannis, 2014). Moreover, statistics highlight that during 2015, victims of
road traffic accidents in UK has lost 700 USD on average annually due to occurrence of road
accidents with them (Knowles & Ferbrache, 2016).
1.4. Strategy overview of managing road accidents from global and UK perspective:
Based on the literature, various researchers have come with different views in order to
manage road accidents. Some of the strategies can either affect the road traffic accidents
through direct channel or it can help the respective authorities to reduce the scope of road
traffic accidents by indirect means. Strategies taken to address the road accident cases are
mainly focused to bring a change in road user’s behaviour, develop infrastructure, revamp the
governance and leadership as well as aid the knowledge management programs to reduce the
scope of road accidents (Hill et al. 2014). According to the United Nations Decade of Action
plan (UNDA), there are several assumptions that aid regulating agencies to take necessary
steps for gauging present situation of road accident (Reason, 2016). According to the UNDA
program, people make mistakes, human are generally physical frailty and present road system
is forgiving in nature that allows people to indulge themselves into road accidents (Brooks,
2015). As shown in the figure 3, five pillars of road safety according to the UNDA
framework, road safety management is essential for reducing the road accidents. UNDA
program also highlights that, funding to develop knowledge among people and road
environment is highly important (Petrov & Petrova, 2017). In addition to this data
management for better R&D for safe road infrastructure and for enactment of features of the

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vehicles has been mentioned by the UNDA program to develop world road transportation
problems.
Figure 3: UNDA road safety strategy
Source: (National Road Safety Strategy 2016-2030, 2018)
When it comes to UK, then it can be seen that government has focused highly to develop
the protection of pedestrians, due to the fact that most of the road accidents and accidentals
have taken place with the pedestrians (O’Sullivan et al., 2017). On the other hand, it has
been observed that government of UK has provided strong emphasis on effective
governance and leadership to implement the operational requirements.

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1.5. ITS and its brief introduction
Road traffic accidents are the reason of personal injuries, fatalities, property loss or
damage and causalities that lead to social and public health issues. Intelligent Transport
Systems or ITS is one of the advanced tool that can help the respective government to reduce
the scope of accidents (Alam, Ferreira & Fonseca, 2016). ITS could be identified as the basis
that can allow a wide range of policy objectives with the benefits of enhanced road safety,
efficient mobility, optimized efficiency, productivity in terms of cost saving, energy savings,
environment sustainability and customer satisfaction. Thus, ITS could be identified as the
means to manage road safety problems and the potential benefits of ITS can be investigated
for estimated benefits to the society and economy of the countries of the world (Gonzalez-
Feliu, 2016). ITS based on advanced telecommunication and information technology can
surely improve the road safety along with a wide range of benefits. Therefore, ITS can be
used as a great tool in reducing and managing road safety problems, exposure, risk, and the
severity of accident.
2. Guided Main body:
2.1. Road traffic conditions and policies adopted:
Vehicular transportation is one of the crucial components of the modernity that has been
enhancing the economy through backhand effect. By speeding up the communication and
transportation of people and goods, modern transportation has revolutionised the economy.
However, modernisation does not come without any cost (World Health Organization, 2015).
In case of modernisation in road transportation, there have been various instances of rise in
number of road accident. Due to deterioration in road traffic condition day by day there has
been tons of evidence in rise in number of the road accidents. Through modernisation in
transportation, it has been observed that standard of living of mass population has been
enhanced to a great extent both in the developed and developing nation. However, it has

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caused in reduction in GDP as well as financial loss due to ever rising rate of human deaths
and casualties (de Long & Bliemer, 2015). Comparing both the developed and developing
nation it can be seen that condition of road traffic in developing countries is seriously poor.
Lack of proper road safety plans and unplanned urbanization has caused the developing
nations to face higher amount of road traffic issues.
Figure 4: Reason for road traffic accident
Source: (Darwish & Bakar, 2015)
According to the figure 4, it can be seen that major factor of road accidents is human
factor and next to this is the vehicular factor. Human factor like pedestrians are responsible
by 73.6% for the road accidents and poor road condition as well as environment is
responsible by 12.3% for the fatal road traffic accidents (Darwish & Bakar, 2015).
In order to gauge the situation, various governmental organisations have taken various
steps, however most of them has been failed to gauge the situation. For instance, developed
nations like US, UK, Germany has introduced better road surveillance and knowledge
management program to reduce the road accidents. On the other hand developed nations like
China, Korea, and Japan has introduced road side and road based surveillance system for
tracking the road traffic condition.

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2.2. Road Traffic Accidents and impacts on society and economy:
With ever rising number of vehicles and pedestrians, road accidents around the world has
been rising exorbitantly since last few decades. Impact of road traffic accidents always has
ethical dilemma; however, enhancement in compensation all over the world due to rise in
road accidents, it is highly important to evolve some criteria through objective analysis rather
than utilising the subjective compensation (Janic, 2017). Various researches has observed that
one of the main reason of rising in number of the accidents is enhancement in number of
buses, trucks, mopeds, motorcycles and other vehicles. In addition to this, researches by
Atubi & Gbadamosi, (2015) has found that rise in number of pedestrian is another reason for
rise in number of road accident. Rise in vehicular transportation has aided the economy to
bolster through backhand effect; however it has also caused financial and economic loss to
the countries. Due to loss of lives and severe injuries many people has lost their jobs and
families has lost their last straw of income. It has caused in reduction of GDP as well as
productivity of the factories to a large scale (Litman, 2017). When it comes to assessing the
financial and economic loss due to accidents, then it is hard to determine to magnitude of the
problem. According to statistics, each year there is 1.25 million deaths due to the road traffic
accidents and lead to loss in world GDP varied from 1 to 2% (Gonzalex et al. 2018).
Estimation has found that nearly 3,400 people are being killed globally due to the crashes
between various types of vehicle (Vandoros et al. 2014). It causes loss of life as well as
capital that lead to loss of 518 billion USD in monetary terms. In addition to this if the effect
of road traffic death of developing countries can be observed then the value is as high as 64
billion dollar (Hong, Lee & Jang, 2015). Through the comparative analysis between
economic and financial loss of developed and developing countries, it can be seen that most
of the developing nations are affected in large scale. However, their overall economic loss is
lower compared to developed nations due to the skill gap among countries. An ambitious

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project by UNDA highlights that if the present trend of road traffic accident continues, then it
has become the seventh largest reason that lead to highest number of death and loss of
financial and economic value of a nation. According to the statistics, road traffic accidents
costs 700 to 820 USD per person on average in monthly basis, where as if the total economic
loss is considered, then the value is as high as 230.6 billion USD (Olsen et al., 2016).
Moreover, it has also been observed that people who face road traffic accidents suffers from
severe traumas, which lead to loss of job and fall in expenditure. Additionally, people who
face road accidents are mainly of 15 to 29 years of age, who are the prime source of labour
force (Atubi & Gbadamosi, 2015). In qualitative form, these losses in lives due to road
accident can lead to lower in labour force and fall in aggregate demand. Due to fall in
aggregate demand, economies are ought to face lower GDP, which can lead the country
toward vicious circle of poverty.
2.3. Strategies and policies adopted in managing road traffic accidents:
Presently it has been observed that the number of the road traffic accidents has been
rising at an alarming rate from the global perspective. When it comes to the UK, then it can
be seen that 51 people out of 10,000 people face serious road accidents on annual basis that
makes UK such an economy, where people cannot roam without the headache of road
accident (Young & Salmon, 2015). Thus, UK government has taken several strategies to
control the situation. One of the main strategies to gauge the UK’s road traffic accident
condition is regulating vehicle safety measurement. For instance it has been observed that
government has forced the car producer to provide more body mass in the cars, which has
effectively reduced the car accident by 5 to 10% (Clements & Kockelman, 2017). In addition
to the EDR has been mandatory for the four wheel vehicles that can reduce the probability of
road accidents by 20 to 30% (Mynatt et al., 2015). Government of UK has introduced
variable speed limiter in the roads that restricts the speed limit depending upon the factors

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like road condition, weather, and various other key parameters. Limiting speed with the speed
limiters and utilising the conventional method it has reduced the road accidents to 4% of total
death by in the country by the end of 2015(Shah et al., 2018). When it comes to road traffic
management, then UK road traffic organisation has introduced warning device, intelligent
cruise control and black box mechanism in the cars to gather real time data about the road
traffic. Utilising the eCall features and satellite surveillance, road traffic management
authorities can produce effective and variable traffic light sequence for smooth traffic
movement (Ferguson, 2018).
2.4. Technological advancements in managing road traffic accidents:
With the development in technology vehicular transportation has enhanced largely and it
has came with some amount of cost too. For instance, it has been observed that with rise in
the number of vehicles, road accidents have enhanced largely (Nellore & Hancke, 2016).
Thus, it has become highly important to introduce newer technologies that can help the
countries to reduce their road traffic accidents. Ever rising number or researches regarding
road traffic accidents has evolved itself to produce outstanding solution for controlling the
deteriorating road traffic accidental condition (Zhou & Qiu, 2017). Below are some of the
newer technologies that has been evolved in recent days to control the situation of road traffic
accidents:
Machine vision – it was a conceptual framework to control the road accidents a decade
ago, however now it is reality that vehicles can sense each other. With the growth in number
of technologies, sensors to monitor the position and assessing the situational conditional has
now become a reality, which has aided the economy largely to control the road traffic
condition (Sun, 2016). With these sensors vehicles can sense the presence of other vehicles
nearby and relocate it to avoid any probable collision.

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Harmonic radar system – It’s been century that radar has become an operational
instrument which aids to locate large mediums from distance. However, now it has become
possible to assess the present location and following the trajectory of the motion it can also
assess the direction of the car (Sharonov et al., 2017). Thus, harmonic radar system has been
evolved to address the ongoing vehicles position and inform the follower in case any accident
has taken place with the predecessor.
Electronic Tachographs – it has been in practice since many years; however due to lack
of technological advancement is has failed to provide any fruitful result. However, presently
with newer technologies it can record the motion of the vehicles and send the stored data to
the road traffic managing authority for assessment, as shown in figure 6 (Baldini et al., 2018).
Through this data transfer driving guidance system of the vehicle can assist the driver to
select their probable road during their next trip and reduce the scope of accident through
optimisation of the driving practice.
Figure 6: Electronic Tachographs
Source: (Kim et al., 2016)

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Vehicle navigation and guidance system – guidance system helps the vehicles to provide
real time road information, utilising which drivers can set their roads and avoid scope of any
accident (Vertenlney et al., 2016).
2.5. Road traffic accident prevention mechanisms adopted in the UK:
Road traffic accident is one of the growing issue in European region and when the case of
UK is considered, then it can be seen that the nation face moderate amount of road accident
on yearly basis. Various ambitious road safety management program has been taken into
consideration to gauge the frequent road traffic accident in the international forum, however
they have failed to provide any fruitful outcome. One of the ambitious law to gauge the
increasing road traffic death is Article 129 of the Treaty of Rome, which has been
implemented during 1995 in various European countries under the supervision of the
European Commission (EC) (Stein, 2015). Next to this EURORISC project has been adopted,
which has been financed by the EC in order to describe the epidemiology of injury in EU and
identify the activities of current injuries control and surveillance mechanism (Muresan &
Georgescu, 2015). As the control mechanism of road traffic accident in the UK a framework
developed by road safety authority of UK has been showcased in figure 5. From the figure it
can be seen that UK government has diversified their focus to engage the road safety in an
effective way. Now the focus of road safety management is based on coordination,
legislation, promotion, surveillance and monitoring, knowledge transfer and resource
allocation. Depending upon these factors, government of UK has intervened the road system
of the country with revamped planning, design, operation and usage mechanism (Hughes et
al., 2015). In addition to this entry and exit mechanism of drivers in street has been modified
to reduced the scope of accident in the country. Technology usage is another modern road
traffic accident prevention mechanism that has been utilised by the UK authorities since last
one decade.

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Figure 5: road traffic accident prevention mechanism in the UK
Source: (Weekley et al., 2016)
As the latest mechanism of road traffic accident prevention method, UK government
has installed various road surveillance cameras on the road. In addition to this automatic
signalling mechanism has been developed under the ITS to provide better road safety
(Maurino et al., 2017). Moreover, through rigorous researches, eCall service has been
developed by the road safety authority of the UK. On the other hand, various NGOs have
taken active participation in controlling the road traffic accidents in the UK (Reason, 2016).
For instance, CROW, Dutch highway engineering organisation and chartered institutions like
Institution of Highways and Transportation UK has provided knowledge transfer and R&D
facilities to enhance the road safety of the country.
2.6. ITS tools and applications:
ITS is one of the advanced application, which provides innovative traffic management
solution to the users without even embodying much amount intelligence. ITS is being widely
used in the European region since 2010, is one of the standard road safety measurement tool
(Hall & Heyde, 2014). ITS being an integrated road safety solution utilises plenty of

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technologically advanced tools such as wireless communication, floating car data, and
computational technologies. Wireless communication aids the ITS to establish connection
between the vehicles and road safety providing organisation through seamless voice and data
transmission (Thomas, Crook & Edelman, 2017). In addition to this, static data service is not
required for the ITS system, and it can be used through Bluetooth, mobile phones and even
with the inbuilt car safety system. On the other hand computational technologies has aided
the ITS system to generate informational data regarding the road safety measurement (Larsen
& Marx, 2017). Application of the ITS system is broad and it is beyond the scope of this
study to describe all of them. However, most important application of the ITS system is as
follows (Lasia, 2017):
eCall facility
Automated road enforcement
Dynamic sequential traffic lighting
Collision avoidance service
Variable speed limiting
2.7. ITS benefits in detail:
Benefits of ITS is wide spread, which is beyond scope of this research work due to
various constraints like limited time, budget constraint for gathering data. However, most
important benefits of the ITS system is as follows (Haddaway & Verhoeven, 2015):
eCall facility – one of the best service of the ITS system is emergency vehicle notification
system through the in vehicle eCall feature. In case of any accident inbuilt eCall device will
proceed to establish an emergency call via both the data and voice directly to the nearest
emergency service provider (Jung, Qin & Oh, 2016). Depending upon the producer of the
eCall device, it can be connected through mobile phone via Bluetooth or in-vehicle interface.

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In addition to this, European Union is aimed to standardize it to all the vehicles, which will
transmit data to the emergency service provider through the S-band satellite communication.
Automated road enforcement – ITS has allowed the road traffic managers to install plenty
of cameras with differentiated task besides the roads. For instance, there is red light cameras,
which are aimed to capture whether any vehicles is crossing the predefined ‘Stop’ line or not
(Farmer, 2016). In addition to this, bus lance observation and speed observation of the
ongoing traffic has become easier with the effective management of ITS system.
Dynamic sequential traffic lighting – since 2008 there has been various ambitious projects
to make dynamic sequential traffic lighting. Success came in with the research work of RFID,
which sets appropriate algorithm for traffic lights (Soltesz & Guckert, 2017). It has been used
in multi vehicles, multi road and multi lane junction to provide efficient traffic management.
Through utilising the simulation of traffic lights, traffic congestion has been reduced largely
and in addition to this its self adjusting mechanism can help the traffic police to control the
road traffic condition.
Collision avoidance service – It is another fruitful application of the ITS system, which is
being widely used in Japans since 2012 (Omar et al., 2016). It aware the incoming traffic in
advance if any accident has taken place ahead. Through the installed cameras on road, traffic
controllers collect data regarding real scenario of road traffic condition and in case of any
mishap, it showcase warning massage on the incoming traffic’s eCall display.
Variable speed limiting – ITS provides the road traffic management authorities an scope
to decide the speed limit depending upon various factors like road condition, weather,
vehicular presence and etc. Utilising the variable speed limiter, now traffic managers can set
differentiated speed on same road remotely and aid the vehicles to commute at a faster speed
(Grumert , Ma & Tapani, 2016).

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2.8. Conclusion:
This section of the research has been aimed to provide literature review of the ITS system
and its benefit from the perspective of the UK transportation system. In addition to this, the
report has aimed to identify policy options and adopt ITS to reduce and prevent traffic
accidents in the UK. From the literature review it has been observed that there has been vast
amount of road traffic accidents during the last five years. When comparative analysis
between the developed and developing nations can be done, then the outcome highlights that
developing nations are suffering in larger amount by the road traffic accidents. In order to
gauge the situation various governments has taken various steps and among many ITS is one
of the ambitious project. To conclude this chapter it can be stated that, finding the relation
between ITS and road traffic accident, the researcher will perform in depth data analysis in
successive chapters and next to this real life scenario of the UK traffic condition can be
assessed.
3. Research methodology:
3.1. Research Design:
Research design is the master plan of any research work that guides the researcher to
perform in-depth analysis of targeted outcome through exploring various related entities.
According to the Robson & McCartan, (2016), research questions to be asked, focus on the
current happening and researchers hold over the actual behaviour are the three conditions,
which determine the selection of the research design. Research design is aimed to aid the
researcher through the mechanism of collecting data, analyzing the data and interpreting the
same.
According to Bryman, (2015), research design can be categorised into three different
categories, which are generally followed during the formation of methodology for a particular

19LOGISTICS AND SUPPLY CHAIN MANAGEMENT
research work. Figure 7, highlights these three broad categories, which are explanatory,
exploratory and descriptive research design.
Figure 7: Research design types
Source: (Created by Author)
When it comes to the explanatory research design, then according to Mackey & Gass,
(2015), it is one of the research designs, which deals with the identification of various
occurrences. Exploratory method of research design on the other hand aims to explore the
various incidents in depth to provide ideal solutions to the problems. Exploratory research
design is used to trace specific aspects in details, which are under studies through the research
work and in addition to his it aids the researcher to perform insight analysis of the various
factors that affects the outcome of the research (Sekaran & Bougie, 2016). Through utilising
the exploratory research framework, it can be state that it is one of the widely used research
design that provides insight to the occurrence as well as to the solution of the research
problem under consideration. Next to this, comes the descriptive design research
methodology, which aids the researcher to enhance the knowledge base of the study under
Research
design
Explanatory
Exploratory
descriptive

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consideration. It considers the events occurring and describe them under the purview of
theoretical and conceptual framework.
The present research work is aimed to Identify policy options and adopt ITS to reduce
and prevent traffic accidents in the UK. Thus it follows and exploratory research design
framework with some amount of descriptive elements.
3.2. Research Type:
According to the Eisner, (2017), there are three broad categories of research type
available, which are being utilised in the case of educational research. As shown in the
diagram, these three different types of the educational researchers are descriptive,
associational and interventional.
For the descriptive research, the researcher performs survey of historical data, does literature
review of the previously published journals and articles on the similar topics and goes for
qualitative data analysis (Veal, 2017). On the other hand, when it comes to associational
research types, then it utilises the correlation and casual comparative analysis. In addition to
this intervention, researches perform the quasi experimental analysis as well as action
research.
Figure 8: Research type
Source: (Created by Author)
Research
type
Dscriptive
Associational
Intervention

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Considering the case of this research, it can be seen that researches has utilised both the
descriptive research as well as the associational research to chalk out the conclusion
regarding its findings. The researcher has collected historical data on road accidents in UK
and judges the scenario of road accidents post ITS service. Correlation has been utilised by
the researcher to perform the comparative analysis if pre ITS and post ITS situation of road
traffic accidents on the roads of UK.
3.3. Research approaches:
Research approach of a research framework shows the basic structure of study depending
upon the methodological framework of a specific study. According to Lewis, (2015), there
are two different types of research approach is being widely used by the researches during the
formulation of methodological framework of a research. As shown in the figure 8, these two
different types of research approach is inductive approach and deductive approach.
Figure 8: Research approach different types
Source: (Created by Author)
Inductive approach aims to analyse and interpret the relevant empirical evidences in
order to attain a new conclusion as well as produce new theories along with modified
Inductive
Deductive
Research
approach

22LOGISTICS AND SUPPLY CHAIN MANAGEMENT
hypothesis depending upon the emerging data. On the other side deductive research approach
is basically used for those researches that deal with the analysis of pre-existing theories with
the aid of conceptual and empirical evidences (Bryman, 2015). Selected research is aimed to
identify policy options and adopt ITS to reduce and prevent traffic accidents in the UK. For
this purpose, this research is determined to go through analysis of the data collected and reach
to new effective conclusion, while generating new theories for the road traffic conditions of
the UK (Bryman & Bell, 2015). Thus, it can be stated that the present research has follow
inductive approach for identifying the policy options and adopt ITS to reduce and prevent
traffic accidents in the UK; however it is also true that it has use deductive measure due to
check and validate the previous researches.
3.4. Research Techniques and Ethics:
The research is targeted to identify policy options and adopt ITS to reduce and prevent
traffic accidents in the UK. For this it needs to perform both the qualitative and quantitative
research. When it comes to qualitative research techniques, then there are various amounts of
options available. However, for this specific research, the researcher has utilised the
following research techniques:
Ethnographic method – Through assessment of environmental response, this research
technique has guide the researcher to deal with challenges, themes and varied aspects of the
research (Marcus, 2014).
Narrative method – from cohesive theories, narrative methods tries to showcase and
analyse broader occurrence of real case scenario. For instance, the researcher in this specific
research can consider the Korea’s case of road traffic accident, which has been deteriorating
since last five years (Lewis, 2015).
Grounded theory – it aids the researcher to have a scope for analysing the conceptual
framework through the events studies in other concerned researches.

23LOGISTICS AND SUPPLY CHAIN MANAGEMENT
Case study – widely used method of qualitative research that guides the researcher to study
the theme of research extensively with the aid of other valid data. It guides the researcher to
understand as well as the situation in order to provide necessary recommendation. According
to Hancock & Algozzine, (2016), case study is necessary for every research work because it
gives window to the researcher to trace how, why, and what factors of the study.
When it comes to quantitative research techniques, then the researcher has performed
descriptive research along with correlation, experimental and quasi-experimental research. It
has guide the researcher to chalk out relation between the ITS and UK road traffic conditions.
Correlation between the selected quantitative variable has aided the researcher to track
whether there is any improvement in road traffic condition in UK due to ITS or not.
Similarly, experimental research has aid the researcher to trace various outcome levels
through making change in the deciding factors.
Researcher has performed this research through maintaining the strict ethical guidance.
According to Jacob et al., (2016), if any researcher breach the code of conduct, then he or she
is liable to legal proceedings. The researcher of this research confirms that there is no case of
forced or duplicate survey and in addition to this the research allows to withdraw the name of
respondents at any point of time.
3.5. Study Population:
Study population is the group of individuals, object, item or persons from whom data are
taken for analysis. Sample population is the entire group of study population depending upon
whom the researcher infer the conclusion on total population (Woods et al., 2015). This
researcher is aimed to find out how intelligent transportation system (ITS) can reduce road
traffic accidents, and for this purpose it has surveyed general population to trace the view
regarding relation between ITS and road traffic accidents. In addition to this the researcher
has surveyed students and freight transport drivers who are directly related with the road

24LOGISTICS AND SUPPLY CHAIN MANAGEMENT
transportation either as the pedestrians or commuters or as the pilot of the vehicles. General
population, students and freight transport drivers are the primary source of quantitative data,
where as various previous researches has been analysed to trace data for the research purpose
(Etikan et al., 2016).
Next to this, the researcher has collected qualitative data from the academic
professionals and transport professionals. They were asked descriptive questions to explore
the view regarding road accidents in UK and probable outcome of ITS to reduce the road
traffic accidents.
3.6. Sample population:
This research has been performed depending upon both the quantitative and qualitative
data. Thus it has surveyed General population, students and freight transport drivers for
primary quantitative data. There has been an overall 50 student along with 35 freight
transport drivers from whom data has been collected. In addition to this the researcher has
utilised secondary data from academic professional and transport professional interviews for
the qualitative data. The researcher has surveyed 15 academic professionals as well as 40
transport professionals as the sample population.
3.7. Sample techniques:
This research has utilised both the qualitative and quantitative data for data analysis. In
order to collect data from the sample population, researcher has utilised the systematic
sampling method as the sample technique. According to the Palinkas et al., (2015),
systematic sampling is a method of data collection, which utilised the probability data
sampling method, where sample members from large population is being selected from a
random starting point and with a fixed periodic interval. As the systematic sampling method,
researched has surveyed 50 odd students, who are older than 18 years to assess the proper
situation of the road traffic accidents in UK. In addition to this, as the sample population,

25LOGISTICS AND SUPPLY CHAIN MANAGEMENT
researcher has collected data from the drivers who have experience of more than 100 hours of
driving. In addition to this academic professionals who have been surveyed for data
collection are daily commuters and chosen randomly from the university premise.
3.8. Data Collection instrument and method of administration:
Data collection is the crucial part of very research that helps the researcher to draw
suitable outline regarding the research aim through analysing the collected data using various
tools. According to the Fellows & Liu, (2015), data collection is the backbone of every
research work and depending upon the collected data a research can easily chalk out relation
between the road traffic and ITS. In this research work, the researcher has used the systematic
data collection as well as structured interviews. For primary data collection, the researcher
has used questioning through field survey. And for the secondary data collection the
researcher has utilised the document review, observation, literature review and has captured
necessary data from previous researches.
Through maintaining the validity and reliability of the research work, the researcher
has administrated the data collection. For validity of the data, the researcher has collected
from the credible, authentic and trustworthy sources, which has made it essential for the
researcher to administrate the data properly (Elo et al., 2014). On the other hand for reliability
of data, the researcher has utilised pilot survey by himself that has made the data collection
method error free largely.
Through proper administration, the researcher has enabled himself to draw data from
the targeted population while maintaining the ethical standards. As the means of
communication, researcher has sent letters to the targeted participants for the face to face
survey through email. In addition to this, researcher has also sent a second mail, where
consent letter, reference and confidentiality terms of the participants have been mentioned to
ensure that ethical standards have been maintained.

26LOGISTICS AND SUPPLY CHAIN MANAGEMENT
3.9. Primary data:
Primary data is one of the essential sources of information for any research. Depending
upon the surveys and interviews, researchers gather primary data, which aids the researcher
to study the research aim properly. Miller, (2017) argues that primary data is genuine in its
very nature, however, it can be manipulated to produce desired outcome. Under the purview
of the selected research work, it can be stated that it collects the primary data with utmost
sincerity and the data are genuine in their true sense.
3.9.1. Design of questionnaire:
The research work has been done based on the structured and semi structured survey.
For this purpose, the researcher has utilised the Likert Scale as the mode of carrying out the
responses to analyse the variety of response from the respondents. The researcher has
collected quantitative data through utilising the structured questioners and qualitative data has
been retrieved from the respondents utilising the semi structured interviews. Details regarding
the questioner have been mentioned in the appendix section.
3.9.2. Interviews:
The researcher has utilised both the structured and unstructured interview method where
standardized interview process has been utilised by the researcher to collect data. According
to Kendall, (2014), structured interview is utilised by the researcher in order to trace the
quantitative data and on the other hand unstructured interviews has been utilised by the
researcher to perform the qualitative data collection.
3.10. Secondary data:
Secondary data is another type of data source that helps the researchers by providing
essential and valid data inputs to analyse the research aim (Sekaran & Bougie, 2016).
Secondary data is mainly obtained from the books, published journals, articles, survey report
of previous researches and from many other varied sources. This research is aimed to identify

27LOGISTICS AND SUPPLY CHAIN MANAGEMENT
policy options and adopt ITS to reduce and prevent traffic accidents in the UK, thus it has
retrieve data from the sources like WHO publication, National Statistics report, UK road
transportation authority report and many others sources for graphs, charts and other factual
details (Hair, 2015).
3.11. Method of data analysis:
Data analysis is the integral and most essential part of every research work. This research
is aimed to identify policy options and adopt ITS to reduce and prevent traffic accidents in
the UK, thus it has perform both the qualitative and quantitative data analysis (Gelman et.,
2014). Analysis of qualitative data is concentrated on categorizing the data with specific
sample codes for uncovering the common themes of the response received from the
participants. On the other hand quantitative data analysis has be performed in order to trace
the statistical relevance of the ITS in UK road traffic system.
Figure 9: Thematic framework of qualitative data analysis
Source: (Smith, 2015)

28LOGISTICS AND SUPPLY CHAIN MANAGEMENT
The research has performed thematic analysis of the qualitative data and when it
comes to quantitative data analysis, then the research has utilised descriptive statistics,
utilising the suitable application software (Smith, 2015). In addition to this the researcher has
describe the codes of the qualitative data and sample quotes as well through utilising the
transcripts to make feasible outline regarding the relation between ITS and UK road traffic
system.
Basic theme, organizing theme and global theme are the three different thematic
analysis tools, which has be utilised in this research framework for thematic analysis. Basic
theme of a data set defines the premature condition of perceived data, which need to be read
within the context of basic themes that generate from an organizing theme. Next to this,
organizing theme has group the main ideas provided by the several other basic themes and it
has point out the main assumptions for the broader themes, which are significant to the
context of the selected research (Chambers, 2018). Global theme on the other hand has
represented the whole data set clearly demonstrating the whole idea of the research worth
utilising presentation of thematic network (Phillips et al., 2014).
When it comes to analysing the interview question such as “How E-call system can
help in reducing road accidents”, then basic theme, which is also acknowledged as the codes
in this research framework, is grouped under the several variables. In addition to this to
evaluate quantitative data, numerical values of the data set have been transformed into
suitable form in order to demonstrate various tables, charts and graphs. Apart from showing
the descriptive statistics, this research has utilised mean, mode and median as well as
standard deviation of the findings to draw conclusion regarding the research aim. On the
other hand in order to evaluate the qualitative data, transcript of the manger’s interview has
also been prepared and the same has been analysed through thematic analysis.

29LOGISTICS AND SUPPLY CHAIN MANAGEMENT
3.12. Limitations of Research:
Limitation is one of the inherent parts of any research work. Magnitude of limitation
depends upon the nature of data used and its collections method. Considering the case of road
traffic accidents, this report has various limitations too. Firstly, the study has focused on the
economic and financial impact of road traffic accident in order to trace the importance of ITS
under the purview of present traffic condition of UK (McCarthy & Libby., 2016). Though the
statistics regarding road traffic accidents has been well documented, most of the previous
researches have failed to provide any financial and economic estimation of the loss due to
road traffic accidents. Due to lack of evidence and previous paper on the economic and
financial loss, it has become hard for the researcher to trace economic impact of ITS on the
road transportation of UK.
Secondly, the research has been mainly focused on road traffic condition of UK,
while it has failed to consider the world traffic scenario. Though, some amount of factual
details regarding world traffic condition has been mentioned in the literature review,
however, lack of time and budget constraint has limited the research from global perspective
(Edelaar et al., 2015).
Thirdly, the research time frame has been short and budget was another concern,
which constrained the survey method. The research has been made depending upon the
surveys conducted in UK; however, it would have been great if the researcher could perform
survey throughout the country.
Fourthly, busy schedule of responded and sceptical mindset has constraint the data
collection method. Many respondents preferred not to answer questions like impact of road
accident, policy option in front of government to reduce road accident. It has hampered the
data collection method largely.

30LOGISTICS AND SUPPLY CHAIN MANAGEMENT
Fifthly, English being not the native language of the researcher, there has been a issue
of misunderstanding, while collecting data. Respondents has failed to understand the question
of the researcher many a time that has constrained the data collection method leading to lack
in clarity of the survey.
3.13. Conclusion:
It is well documented that road traffic accidents have been increasing day by day.
Depending upon the structured and semi structured interview, researcher has collected data
from general population, Students, freight transport drivers as well as academic professionals.
Further through thematic interview, researcher has perceived both the primary and secondary
data, which will aid the researcher to perform detailed analysis. Various limitations has been
encountered during the data collection, however it is unlikely that the limitations will affect
the finding of the research. Detailed analysis of qualitative and quantitative data collected has
been mentioned in the next analysis and finding section.

31LOGISTICS AND SUPPLY CHAIN MANAGEMENT
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Appendix:
Survey Questionnaire:
Survey questionnaire: (General population, Students and freight transport drivers)
I am a university student working on my dissertation to research how Intelligent
transportation system (ITS) can reduce road traffic accidents. It is the application of sensing,
analysis, control and communications technologies to ground transportation in order to
improve safety, mobility and efficiency. Could you please help me expressing your view on
this?
1. Please specify your gender.
o Male
o Female
o Prefer not to say
2. Please select an age group.
o 18-25
o 26-35
o 36-45
o 46-60
o over 60
3. Your mode of transport for work, social and commuting?
o Train
o Bus
o Taxis
o Cars
o Mixture
4. Have you ever been involved in road traffic accidents?

41LOGISTICS AND SUPPLY CHAIN MANAGEMENT
o Yes
o NO
5. If yes, what impacts it caused you? (Select Multiples)
o Damage of vehicle
o Physical injuries: a. Temporary b. Permanent
o Mental trauma: Temporary b. Permanent
o Financial loss
o Driving ban
o Hesitation on driving
6. Have you ever been delayed in your journey due to road traffic accidents?
o Yes
o No
7. Time delays, please specify
o 30 minutes to 1 hour
o 1 to 2 hours
o 2 to 3 hours
o 3 to 4 hours
o more than 5 hours
8. Have you heard of any means to reduce road accidents?
o Yes
o No
9. Can you suggest any of the following that might reduce road accidents?
o Modern vehicles with corrosion enabled systems
o Modern vehicles with intelligent technological systems
o Driverless cars
o Intelligent transportation system
o Not sure
10. Have you heard about intelligent transport system? (I would explain to them)
o Yes
o No
11. E-call system is system that can be triggered manually by pushing a button in the car, for
example by a witness of a serious accident. How effective do you think this would be?
o Very effective

42LOGISTICS AND SUPPLY CHAIN MANAGEMENT
o Effective
o Not sure
o Not effective
12. E-call system is system that can be triggered manually by pushing a button in the car, for
example by a witness of a serious accident. How effective do you think this would be?
o Very effective
o Effective
o Not sure
o Not effective
13. How effective do you think speed cameras in reducing road traffic accident?
o Very effective
o Effective
o Not sure
o Not effective
14. How effective do you think Intelligent Speed Assistance (ISA) technologies can be in
reducing road traffic accident?
o Very effective
o Effective
o Not sure
o Not effective
15. Do you think this would help reducing accidents?
o Yes
o No
o Not sure
16. Do you think this could be adopted to UK roads?
o Yes
o No
o Not sure
17. Any comments? Please feel free:

43LOGISTICS AND SUPPLY CHAIN MANAGEMENT
Academic professional and transport professional interviews.
I am a university of Huddersfield student working on my dissertation to research how
Intelligent transportation system (ITS) can reduce road traffic accidents. It is the application
of sensing, analysis, control and communications technologies to ground transportation in
order to improve safety, mobility and efficiency. Could you please help me expressing your
view on this?
1. How long have you been involved with transport industry?
2. What are the major factors that causing road accidents?
3. What are the measures that has been taken in the last decades to manage road
accidents?
4. What is your view in adopting ITS?
5. How E-call system can help in reducing road accidents?
6. How Speed cameras can help in reducing road accidents
7. How Automatic number plate recognition can help in reducing road accidents?
8. How effective do you think Intelligent Speed Assistance (ISA) technologies help in
reducing road accidents
9. How technologies with corrosion control mechanism can help road traffic accidents?
10. Do you think adopting ITS would really reduce road accidents?

44LOGISTICS AND SUPPLY CHAIN MANAGEMENT
11. What are the issues, challenges and opportunities could you see regarding ITS on the
UK roads?
12. How ITS could be adopted to reduce road accidents in the UK roads?
13. What are the other measures could be taken in reducing road accidents?
14. What policy options government can adopt to reduce road accidents in the UK?
15. Any further comments: