Drug Driving and Market Research: Internet Surveys and Campaigns

This report delves into the critical issue of drug driving, primarily analyzing data obtained from internet surveys and evaluating the effectiveness of market research strategies, particularly awareness campaigns. The study identifies limitations of internet surveys, such as respondent bias due to confidentiality concerns, and contrasts them with the potential of personal interviews to gather more authentic information. Key findings from the survey reveal the prevalence of different substances in drug-driving incidents, with analgesics topping the list, followed by alcohol and cannabis. The report also explores effective strategies, such as the advertising campaign in South Australia, which categorizes drug drivers and tailors relevant ads to each group. Ultimately, the report underscores the value of market research in raising awareness and reducing dangerous behaviors like drug driving, suggesting that the strategies employed can be adapted to address similar issues globally. Desklib offers a wealth of resources, including past papers and solved assignments, to aid students in their studies.

Running head: DRUG DRIVING
DRUG DRIVING
Name of the Student:
Name of the University:
Author Note:

1DRUG DRIVING
Answer to Question 1
The major limitation that the internet survey may face is the inability to win the
confidence of the respondents, who mainly constitute drug drivers, regarding confidentiality
of their personal details. This hesitation, caused by the fear of being put behind the bars,
would provoke most the respondents to give a biased opinion about their awareness and
practice of drug driving.
Since the respondents cannot be seen, the authenticity of their identities are
questionable. This affects the whole process of the research, the findings and consequent
actions, at the very root.
Answer to Question 2
The internet survey reveals that Analgesics tops the list of the percentage of drug-
driving with a 15%, whereas it is followed by alcohol and cannabis with 12.6 and 12.3
percent respectively (Kotler, et al., 2013).
The survey also shows that in the list of the percentage of drug users who drive within
3hours of consuming a stimulant Methamphetamine comes first with 52.7% followed bu
Heroin users, 52.3% (Kotler, et al., 2013).
Answer to Question 3
Some probable questions that might be asked to the respondents can be:-
1. What kind of drugs do you prefer consuming?
2. Usually, how do you feel after their intake?
3. How frequently do you consume them before driving?

2DRUG DRIVING
4. What kind of psychological difference do you notice between driving under the effect
of a stimulant and driving in normalcy?
5. What are the chances of accidents while driving in an inebriated state?
6. How many times have you managed to avoid accidents marginally?
7. Are you confident enough to avoid close accidents all the time, while driving after
consuming your favourite drug? (Sometimes the mistake may not be from your end,
but would you be able to be quickly responsive to such momentary judgemental
situations?)
8. Even if the question of legality is taken away, do you think the momentary pleasure is
worth your life, in terms of safety?
Answer to Question 4
Personal interviews should be given priority over internet surveys to come to the
decision of the necessary steps that must be taken in this regard. The interviewers must drive
the idea to the interviewee at the very beginning that it is safe to disclose authentic
information about his/her experience and opinions of drug-driving. Awareness campaigns
through friendly personal interviews, where the respondents, even if they have apparently
never tried drug-driving, can be shown the probable fatality through small videos shown with
a VR Headset may be effective.
Answer to Question 5
Going by the data presented, the advertising campaign in South Australia has been
extremely effective in creating an awareness about the possible ill-effects of drug driving.
The strategy used in breaking down drug drivers into several categories and presenting

3DRUG DRIVING
relevant ads was excellent. The whole process has opened up newer avenues which may be
explored to reduce drug driving.
Answer to Question 6
In conclusion, it may well be said that ‘Market Research’ is an extremely effective
tool in creating an awareness and subsequently reducing dangerous behavioural activities by
the people. The issue of drug-driving being a major area of concern all across the globe, the
market research strategies presented in this case, assumes universal dimension, whose
strategies can be used in the treatment other similar issues as well.

4DRUG DRIVING
Reference List
Kotler, P., Burton, S., Deans, K. R., Brown, L., & Armstrong, G. (2013). Marketing.