Objective of market research:
-To transform the research plan into an actionable plan to control drug abuse
-To analyse the impact of advertisements on drug abuse
-Providing recommendations to mayor based on the research conducted
Market research method:
Earlier to this research, many other researches were also conducted on Boston’s drug problem. Most of these researches were based on qualitative impressions of various stakeholder’s and didn’t provide initial framework for any subsequent researches. HBS field study group attempted to lay the groundwork by a collecting data primary data and analysing it with the currently existing theory.
HBS field study group had three research options available Qualitative surveys, Quantitative surveys, and One-on-One interviews. Quantitative method required several testable parameters, which were not available in the subject case. One-on-one interview method was too slow and too subjective. Therefore, the study group decided to qualitative surveys based on focus groups of eight to ten individuals.
Sampling and Data Collection:

Making community schools in the area responsible for selecting the participants was a good idea, as the Directors of these schools knew more about the suitable participants of the area. It was good not using Market research firm for this purpose. The team did a mistake in appointing an aged moderator of the market research firms. As the job of moderator requires expertise, it was good decision to outsource it to market research firms, but a condition on age must have been applied. This had an impact on the data collected from the initial FGDs. Though assuming Drug Use patterns as per the age groups was not accurate, it was the best that should have been done in thus situation, due to the time constraint and identifying participants as per the exact drug use pattern would itself become a market survey. Only area based and age based Focus Group Segmentation were done. The ethicity was avoided by considering the area with the majority of a race as the focus group representing the race.

Screening Questions

A questionnaire was prepared by the members of the team performing the research to find characteristics of people that should be included into the focus groups. They wanted to have a broader view on the topic based on the experience. The screening questions were based on the exposure the drugs, valuable things in life, influence of television apart from the information on age, sex and race of the teenager. This was an appropriate way to make sure that all the segments are present for focus group discussions. However, this did not have any indication on the types of drugs preferred by the teenagers so that an appropriate marketing strategy could be developed.

Interview Protocols

The moderator would drive the focus group discussions through a set of predetermined directions. Five categories were identified for discussion; attitude towards others, impressions of advertising, drug awareness, motivations for drug use, and influences on actions/opinions. The topics like impressions of advertising was usually discussed first to make the group comfortable. These discussions were altered in later groups so that the topics not covered are discussed. It was also observed that the groups were shy and restrained themselves from speaking in front of the moderator.

Data analysis Method

Using the creative marketing field study field member created a set of questioners for the focus group moderators. For collecting response for these questions the segmentation was done according to the age i.e. 10-13 years and 14-18 years. From sample of this age group by using qualitative analysis the focus group was selected on the basis of their responses given in the basic questioners given for them.

After the selection of the focus group the questioners created by the field member are floated to these children and their responses were recorded for analyzing.

Separate survey for 10-13 years and 14-18years

Responses by the 10-13 years

These age group children are very much aware of the ill effect of the drugs and what are the consequences of the drugs. They also had the knowledge of the type of people consuming drugs, why do they consume, how do they consume. They were influenced by the Education programs conducted in School program to educate and control drug abuse (SPECDA). This program is made compulsory in the education system so that the government can raise the awareness within this age group kids. They were also influenced by their siblings and family.

Responses by the 14-18 years

These age groups of children were more aware of the effects of drugs and causes of drugs consumption. They believe that it depend on their neighborhood if they are with the people consuming drugs then someday they will also be in the same situation. In this age group the peer pressure is very high to do drugs. They also believe that addiction to drugs results in financial problems. Like younger age group this age children are highly influenced by siblings and family

Threats to Validity, Reliability and Generalizability of this Research

It cannot be generalized because focus group is not a true representation of the population. Here it is also possible that the group we are focusing on may be non-consumer of drugs or vice-versa. So we cannot predict the results on the basis of the survey made by such small population. There can be one more issue related to lack of knowledge, since this is age group of children there is the possible condition were the children do not understand the terms and can give improper responses and as mentioned in the case note is given that kids are talking at once, so in such situation children may tend to follow someone who is speaking well may be because of lack of knowledge about the subject or any other reason. Therefore in such manner the outcome may come wrong.Analysis of

Focus group summaries:-

1. Dorchester Boys & Roxbury Boys (Exhibit 6):- Kids are aware of drug problem. They listen to the family member’s opinions about drugs. Educational programs are effective and have a good recall. The focus group however should have been moderated properly and only one person should have been allowed to speak at one time.
2. Charlestown Girls (Exhibit 7):- Nonusers neglect and avoid people who use drugs and try to stay away from them. Movie stars are not considered credible by them, instead they relate with kids in a realistic commercial which is not far-fetched. Community programs could give the needed diversion to drug use.
3. Mission Hill Boys (Exhibit 8):- Drug users should take up some activity. They consider educational programs through drug specialist or policemen more credible. They also like being related to a story.
4. Mission Hills Girls (Exhibit 9):- They are aware of the negative effects of drugs. Friends influence them in about drugs. They listen to radio and watch television. Showing consequences of drug use can deter its use.
5. Dorchester Boys, Age 14-18 (Exhibit 10):- Drug pushers are rampant in the city. Peer pressure is high to do drugs. They react to mail and radio advertisement. This age group considers itself mature and wants to be treated like adult.
6. Charlestown Boys, Age 14-18 (Exhibit 11):- They consider various sportsperson take drugs. This group shows greater awareness of drugs.
7. Roxbury Girls, Age 14-18 (Exhibit 12):- They seemed to suggest that educating little kids would be helpful. Discussion groups would also be helpful. Advertising were considered to be less effective.
8. Mission Hills Girls, Age 14-18 (Exhibit 13):- They showed concern about behaviour of drug-users. They also referred to practise of kids blindly doing drugs because their friends and parents do.