1) Research Question
– What is the most effective way to market personal breathalysers and promote safe
driving?
2) Project brief
– Involving surveys and questionnaires to ask questions around drink driving issues
– Find out what the market thinks about current personal breathalyser products.
– To identify the current awareness of drink-driving and the effects of alcohol, and
find the most effective way to promote these issues to the younger generation.
– Explore other existing marketing channels and solutions that are currently being
used to promote issues of drink-driving and personal breathalysers.
3) Context
– Ideally the market would be the new generation and the younger people in the
market.
– The market is not only limited to those that drink alcohol and drive, but extended to
those that have friends and families who do.
– The market that drinks alcohol and the market that drives a vehicle should not be
treated exclusively. (eg: those who drink may not drive and those who drive may not
drink alcohol at all)
4) An outcome – what decision do you want to make as a result of their research
(perhaps you want to know through what channels these students can be
influenced)?
– To identify the most effective and creative way to promote the effects of alcohol
when driving
– Increase awareness without being too serious and ultimately putting potential
customers off from personal breathalysers.
what decision will the research support?
sample frame
data collection method?
how to analyze the data?
require 500 words
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