MGMC01H3 Chapter Notes -Crack Epidemic, Crack Cocaine, Peer Pressure
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Boston Fights Drugs
Boston is heavily influenced by drug use and abuse. With $125,000,000,000 spent on 4 ton of
heroin, 120 ton of cocaine, 14,000 ton of marijuana and 3 billion dosage units of synthetic drugs,
Boston suffers a disappointing millions of users per month and billions of dollars in crimes.
Worse off, individuals have begun to view drugs as part of society and accept the addiction,
withdrawal, and life threatening symptoms for the sake of getting high. Trafficking is becoming
more attractive as a result of illegal profits and this drug problem cannot be prevented solely
The following is an evaluation case to which the types of research methodologies are assessed
in identifying whether it was the most effective. Crack cocaine sells at a cheap price of $10 a
piece but is extremely potent. With an increase in drug abuse, children involvement, and peer
pressure, Boston needs to find ways to reduce drug usage within student demographics to
prevent the crack cocaine epidemic from spreading. Teenagers lack a sense of morality and
high drug availability makes it all the more easier for experimentation. Based off of research
resources and advertising trends, Boston needs to decide what communication program to use
to send an appropriate message that would be most effective for drug use deterrence. With a
budget of $20,000 in a 5 month time frame, the type of channel and message chosen must
ultimately decrease supply and demand for drugs.
Research Methodology Evaluation
The purpose of the research is to understand youth perception of illegal substances, existing
anti-drug tools, reason for drug use and abuse, and how to reach out to them most effectively.
1. The first methodology is a quantitative approach by means of telephone or mail surveys.
This process provides objective data in a confirmatory nature where minimal to no bias
can occur. It may provide limited qualitative information through open ended questions;
however, a majority would be close ended. As a tool without boundaries, telephone and
mail can reach a large demographic and represent a wide range of individuals in its
studies whether it be location, gender, income, or age; however, it would be more useful
to have a set profile user for in depth analysis as incorporating everything would lead to
a large amount of useless data. As well, this method is expensive to implement
approximating $10,000 for mail and $15,000 for telephone which would cut harshly into
the allocated $20,000 budget. Estimating 2 months, it is a timely operation that provides
a low response of a 5%-10% average return. With an intent to target youth, this option is
least optimal as parents have a greater likelihood of answering the phone, students may
feel uncomfortable or reluctant to answer, and external distractions during surveys may
contaminate the study.
2. The second method is a qualitative approach by means of one on one interviews. This
process provides exploratory research with open ended questions and offers in depth
consideration. With an unstructured format, it is beneficial for individuals to talk about
sensitive or emotional topics such as drug use, experience, and their perspective of it.
This method costs differently depending on the amount of interviews requested with $50-
$100 per counsellor hired and $25-$50 per participant for 4-5 interviews a day.
Evaluating two scenarios at opposing ends of the spectrum; in the event that the lowest
options are available, $50 for a counsellor and $25 for a participant for 4 interviews in a