ENTREP 3017 Driving Decisions Legal | Market Research

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.

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).

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?
   
   
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?

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.

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 relevant ads was excellent. The whole process has opened up newer avenues which may be explored to reduce drug driving.

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.

References

Kotler, P., Burton, S., Deans, K. R., Brown, L., & Armstrong, G. (2013). Marketing.