Boston is being threatened by the increasing use oI drug. Number oI arrests related to drugs is continuously on the rise. Mayor wants to determine what message the city should send to its young people.
Boston is being threatened by the increasing use oI drug. Number oI arrests related to drugs is continuously on the rise. Mayor wants to determine what message the city should send to its young people.
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Boston is being threatened by the increasing use oI drug. Number oI arrests related to drugs is continuously on the rise. Mayor wants to determine what message the city should send to its young people.
Copyright:
Attribution Non-Commercial (BY-NC)
Available Formats
Download as DOCX, PDF, TXT or read online from Scribd
Introduction Boston is being threatened by the increasing use oI drug. The number oI arrests related to drugs is continuously on the rise. It also implies a huge inestimable underground black market` oI drugs running through the city. Boston`s Mayor Raymond Flynn is looking to take the drug problem head-on. He enIorced various anti-drug` and drug-education` programmes but quick and substantial proIits were increasing drug-traIIicking and attracting illegal drug dealers. This time Mayors policy advisor Neil Sullivan and Marc Zegan initiated a research program to create a plan to de-market` the drug in Boston. Harvard Business School`s Iour member Iield study group came up with a research design and analysis. Problem Definition The mayor wants to determine what message the city should send to its young people and how it should be packaged and through what delivery channels it should be communication. Objectives of Market Research The basic objective oI the market research is to obtain guidelines on designing an eIIective communication message. This would be through Iollowing sub-objectives: 1) Understanding their motivation Ior drug use 2) who inIluences their behaviour 3) which advertisement inIluences them. Let us now evaluate their approach and Iindings. Methodology Used Research Design: The research design they used was exploratory qualitative design. It was a good method considering it needed insight and understanding into behaviour oI drug users. Quantitative method would have taken more time and would have required rigorously designed questionnaire. One-on-one interview was considered too slow and too subjective Ior a proper evaluation. Focus group which they went Ior was appropriate Ior the context. Focus group was one design which has various merits such as synergy, snowballing, stimulation oI ideas and Ilexibility and speed in the process. Sampling: They considered clustered sampling Irom 'community schools oI 4 neighbourhoods which were representative oI the school going youth oI Boston in terms oI socioeconomic distribution. One more neighbourhoods` community school was considered Ior adult groups. Further they segmented population into two age-groups to actually track which stage oI drug abuse they were in: 1) The 10-13 year group: Represented school children who were Nonusers or Experimental users 2) The 14-18 year group: Represented school children who were Regular users. They also considered a Young adult group which represented those who could shed some light on Drug dependent user and oIIer some contrast but were outside scope. However the sampling which they have done might not be representative because lesser number of the drug users comes to community schools, still iI they would have interviewed in school or used market research Iirm they would have obtained bias. Screening: They cleverly disguised the questions so that the volunteers answer objectively. However, they should have made the questionnaire Iriendlier and easier to understand as many volunteers were unable to read and interpret the questionnaire. Protocol: It was well thought protocol. However, the moderator should have taken the needed action to ensure that protocol oI one person speaking at a time was Iollowed and the concerned topics were discussed. Analysis of focus group summaries:- 1) orchester Boys & Roxbury Boys (Exhibit 6):- ids are aware oI drug problem. They listen to the Iamily member`s opinions about drugs. Educational programs are eIIective and have a good recall. The Iocus group however should have been moderated properly and only one person should have been allowed to speak at one time. 2) harlestown Girls (Exhibit 7):- Nonusers neglect and avoid people who use drugs and try to stay Irom them. Movie stars are not considered credible by them, instead they relate with kids in a realistic commercial which is not Iar-Ietched. ommunity programs could give the needed diversion to drug use. 3) Mission Hill Boys (Exhibit 8):- rug users should take up some activity. They consider educational programs through drug specialist or policeman more credible. They also like being related to a story. 4) Mission Hill Girls (Exhibit 9):- They are aware oI the negative eIIects oI drugs. Friends inIluence them in about drugs. They listen to radio and watch television. Showing consequences oI drug use can deter its use. 5) orchester Boys, Age 14-18:- rug pushers are rampant in the city. Peer pressure is high to do drugs. They react to mail and radio advertisement. This age group considers itselI mature and wants to be treated like adult. 6) harlestown Boys, Age 14-18:- They consider various sportsperson take drugs. This group shows greater awareness oI drugs. 7) Roxbury Girls, Age 14-18:- They seemed to suggest that educating little kids would be helpIul. iscussion groups would also be helpIul. Advertisements were considered to be less eIIective. 8) Mission Hill Girls, Age 14-18:- They showed concern about behaviour oI drug-users. They also reIerred to practise oI kids blindly doing drugs because their Iriends and parents do. Modification/Additions in findings: rug programs through policemen or drug specialist give additional credibility. Apart Irom Iamily, Iriends also play an important inIluence and peer-pressure is an important Iactor. Education programs should target kids in their early stage. ids dislike the violence resulting Irom drug use and get disgusted by its eIIect. Advertisements should also reIer to parents using drugs because kids take up the habit Irom them. Suggestions: According to the analysis oI the Iocus group, the themes which standout were storytelling, Ieelings about Iamily, questioning behaviour and the role oI realism and also we Ieel that showing kids, the consequences oI drug use as well as using oI Iamily members is important. Thus we suggest that the advertisement should be based on some story situation, they should include local teen age characters and Iamily members in the advertisements. They should also depict the devastating eIIect oI the drug uses and should give them conIidence to handle peer pressure.