Boston Case
KEY FACTS AND SUMMARY:
In May 1, 1987 and Four members of Harvard Business School’s research on what strategies to communicate with young people on curtail drug use among Boston’s school-going population. Drug products reached the Boston market around 1985&1986 and Mayor Flynn make curtailing drug abuse a top priority. They had limited the scope of the study and use a methodology within their budget of $20,000 and with appropriate research questions for study. Based on the findings, all Harvard business school students agreed to use storytelling and use realistic, local characters in their ads. Also Community Programs are crucial in decreasing demand for drugs.
RESEARCH/ CASE QEUSTIONS: What, actually, did they wish to find out? * They wish to find out how to communicate with young people and curtail drug uses. How best to do it? * Best to do is with focus group method since they want to feel the problem quickly and to save times consuming. * Sampling with different groups of ages and single-sex group. What would they do with the information they obtained? * Advertise with storytelling and including family members in the scenes which heavily influenced to drug usage. * Community Programs such as after school community centers
RESEARCH METHOD:
The group chose the focus group method with consisting of 8-10 persons per group and would cost between $500 and $1500 per session. Each session lasted an hour to an hour and a half. Participants were paid $25-$50 for their time. Pros; face to face interaction with participants, experience moderator can guide the flow of discussion, and information from non-verbal responses such as facial expressions or body language. Con; additional cast of moderator, peer response can influence individual viewpoint, and doesn’t provide quantitative date. Focus groups provide insightful and broad range of opinions and experiences. I believe that Qualitative surveys is best method to use especially
In May 1, 1987 and Four members of Harvard Business School’s research on what strategies to communicate with young people on curtail drug use among Boston’s school-going population. Drug products reached the Boston market around 1985&1986 and Mayor Flynn make curtailing drug abuse a top priority. They had limited the scope of the study and use a methodology within their budget of $20,000 and with appropriate research questions for study. Based on the findings, all Harvard business school students agreed to use storytelling and use realistic, local characters in their ads. Also Community Programs are crucial in decreasing demand for drugs.
RESEARCH/ CASE QEUSTIONS: What, actually, did they wish to find out? * They wish to find out how to communicate with young people and curtail drug uses. How best to do it? * Best to do is with focus group method since they want to feel the problem quickly and to save times consuming. * Sampling with different groups of ages and single-sex group. What would they do with the information they obtained? * Advertise with storytelling and including family members in the scenes which heavily influenced to drug usage. * Community Programs such as after school community centers
RESEARCH METHOD:
The group chose the focus group method with consisting of 8-10 persons per group and would cost between $500 and $1500 per session. Each session lasted an hour to an hour and a half. Participants were paid $25-$50 for their time. Pros; face to face interaction with participants, experience moderator can guide the flow of discussion, and information from non-verbal responses such as facial expressions or body language. Con; additional cast of moderator, peer response can influence individual viewpoint, and doesn’t provide quantitative date. Focus groups provide insightful and broad range of opinions and experiences. I believe that Qualitative surveys is best method to use especially