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Boston Fights Drugs

In: Business and Management

Submitted By soomijjang
Words 453
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Boston Fight Drugs Summary

The case talks about the big concern in Boston, which is drugs use. The field study group, consists of four members, is given a budget of twenty thousand dollars and a time period of five months of part-time work to find an effective way to communicate with the school-going population about drugs. The group must find answers to the following: motivation for drug use, who influence them to use drugs and which advertisement strategy can influence them. They came up with three different methods to conduct the research. The quantitative survey is a large-scale, city-wide survey method, includes surveying by mail or over the phone for the cost of ten thousand and fifteen thousand dollars respectively. Although it is large-scale, the response rate is only five to twenty percent. The children may not be able to interpret the questions on such sensitive issue. There are no visual aids and no body language during the time that the survey is taken. The qualitative survey is done by holding focus groups and one-on-one interviews. In focus groups, people can exchange ideas but peer pressure may affect the answers of each individual. One-on-one interviews has no peer pressure influence but costs quite a lot and takes a lot more time to gather data. The field study group decided to conduct the research by holding focus groups. Eleven focus groups are picked from five neighborhoods in Boston. The field study group found out that storytelling is more relatable than celebrities advertise for anti-drugs. Participants also mentioned that they are most influenced by family members. With the time and budget constraints, the field study group did well in screening the participants for the focus groups. They also made use of the community centers which is a great place to find children and teenagers. However, they could not pick a focus group from each

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