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Omar Aramburu

January 28th, 2015


Case: Boston Fights Drugs [CN #2]
1.

The research design is appropriate given the research objectives, although there are

potential threats to the validity. The research design is appropriate because doing quantitative
surveys would not be sufficient enough to find the information they want for their ad, and there
would be many opportunities to lie just to receive the reward. A participant may be able to do the
same in focus groups or one-n-one interviews but I think participants are more willing to lie if
they do not have to answer anyone directly. Also, quantitative surveys would not be appropriate
as the results may not be helpful due to the nature of surveys being more numerical than
descriptive.
The potential threats to the validity of the focus groups are that the participants might
exaggerate or lie about their responses when around other people, and because there are so few
respondents, the results could be skewed. For example, a person who is assigned as a an
"experimental user" could really be a "regular user" and skew results. Another issue is that it is
not possible to ask participants the same questions during a focus group because the conversation
is different every time, thus important information could be lost. Another potential threat to the
research is the fact that many volunteers were unable to read and interpret the questionnaire
during the screening process, thus possibly not accomplishing the goal of creating a group that is
broadly representative of the population.
2.

The findings of the research were that the participants thought that realistic storytelling

that involved family members would be the most effective way of getting the message across.
They found that advertising should question behavior and/or present strategies to avoid or stop
drug use and how to follow through with a plan to be unaffected by peer pressure.

The data that supports these conclusions come from the focus group discussions. Several
participants talk about how some advertisements are unrealistic like the "dark hallway" example
or the fact that they do not believe in celebrity advertisements because they think the celebrities
are just paid to do the advertisements. Also, many participants mentioned their family in some
capacity during the discussions. Finally, the test advertisements supports these conclusions as the
advertisements that contained the realistic storytelling elements proved to be the most effective
among the test participants.
There are certainly alternative conclusions that can be drawn from the focus group
discussions. For example, instead of having family members in the scenes, having friends using
peer pressure would be more effective. Another alternative conclusion is that advertisements
showcasing the negative side effects of drugs would be effective as many participants did not
know what drugs really do to the human body.
3.

The advertisement would start with a teen about to use (heroin and cocaine or some kind

of lethal combo) before a family dinner in his room and overdoses. The family calls his name
and after a while they enter the room and they start calling the police and checking the teen etc.
Then someone would yell out "he's/she's dead" and immediately start sobbing. While extremely
dark, the ad is realistic, tells a story, has family members, and shows instead of tells.

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