the influence of alcohol consumption on university students aged 18 to 24
TRANSCRIPT
BKEY501 BUSINESS RESEARCH AND PROFESSIONAL PRACTICE
Lisa,JelizavetaAmrit Giri Hyoung-Sob KimJonghwan
“The influence of alcohol consumption on university students aged 18 to 24”
Seminar leader -Koko Kondo
Introduction“The influence of alcohol consumption on university students aged 18 to 24”
In this presentation we are going to analyze primary and secondary data we have collected in relation to why students drink
•Drinking alcohol has been a part of the national culture and the subject of drinking alcohol amongst children and young people particularly has never failed to appear in the headlines and is a continuous topic for debate.
•From 'binge Britain' to 'mothers ruin' its impact on individuals and families is one on which everyone has an opinion. (Guardian, 2014)
Objectives 1. To establish the influence of the alcohol on the university students and evaluate trends in last 5 years.
2. To identify what influences young adults to drink. These are:
Peer pressure
Exposure to the advertisement
Lack of education
3. To understand how much young adults drink on an average night out
4. To understand how often young adults tend to drink?
The type of drink they are; social and casual etc.
Key Literature Review “Motivation to drink alcohol in first year university
students : having a good time or simply coping?” produced by Mobach, Thomas and Macaskill, Ann.
- Supports objectives 1&2
“Reported levels of alcohol consumption and binge drinking within the UK undergraduate student population over the last 25 years” published by Oxford Journals
- Supports objectives 1&2 and 3
“Young people and alcohol factsheet” – published by Institute of Alcohol Studies
- Supports objectives 1,2,3 and 4
Methodology
Articles by: Oxford Journal: “Reported levels of alcohol consumption and binge drinking within the UK undergraduate student population over the last 25 years”
The guardian: “Drink, not fees is the biggest problem at universities’,
Institute of alcohol studies: “Young people and alcohol factsheet”
Reasons:
• Ease of access
• No cost acquired
Qualitative and Quantitative methods: Secondary research
Methodology
Use of questionnaires and focus groups for primary research
• 100 questionnaires explain
• 6 members for the focus group, 3 male and 3 females
Reasons:
• Reliability
• Answers specific questions
Qualitative and Quantitative methods: Primary research
31
Questionnaire results
69
Questionnaire results
Questionnaire results
Questionnaire results
Questionnaire results
How much do you spend on a weekly basis on alcohol?
Focus Group
Peer pressure does not encourage me to drink…
Laura
Peer pressure barely has any effect on binge
drinking…George
I’d rather be sober than drunk so I know how my night went…
Michael
Focus group
Advertisement does not affect
me. I buy the brands that I am
familiar with…Anna
Alcohol advertisement does not make
me want to drink. I drink when I
want to…Adam
In my opinion, I think lower class people tend to
drink more…Edward
Conclusion
• A overall trend cannot be identified
• Insufficient response rate
• Majority of students drink under 5 units on the usual night out
• Pricing has no influence on students
• 39 students drink only occasionally
• 73 out of 100 spend less than 50 pounds a week
Recommendations
Use different method of research, such as face to face interview and/or telephone interviews
Survey more people
Have larger focus group
Use more reliable literature reviews
• Our objectives were not specific enough
• We had to adjust along the way
• For example: the first coursework we talk about positive and negative effects of alcohol. We had to eliminate this objective because it was irrelevant.
• Before we had 3 objectives whereas now we have 4.
• Second coursework helped us to understand the importance of both primary and secondary research.
• We thought the use of internet-mediated questionnaires would give us the most respondents.
Reflection
References
Advantages and disadvantages of observation - University of Strathclyde. 2014. Advantages and disadvantages of observation - University of Strathclyde. [ONLINE] Available at:http://www.strath.ac.uk/aer/materials/3datacollection/unit5/advantagesanddisadvantagesofobservation/. [Accessed 02 April 2014].Developing autonomous learning in first year university students using perspectives from positive psychology. 2014. [Online] Available at http://shura.shu.ac.uk/5767/1/Macaskill_Autonomous_learning_in_first_year__university_students.pdf [Accessed 01 April 2014]Introduction | Society | theguardian.com . 2014. Introduction | Society | theguardian.com . [ONLINE] Available at: http://www.theguardian.com/alcoholandyoungpeople/introduction. [Accessed 25 March 2014].Reported levels of alcohol consumption and binge drinking within the uk undergraduate student population over the last 25 years. 2014. Reported level of alcohol consumption and binge drinking within the UK undergraduate student population over last 25 years. [ONLINE] Available at: http://alcalc.oxfordjournals.org/content/37/2/109.full. [Accessed 02 April 2014]. Young people and alcohol - IAS . 2014. Young people and alcohol – IAS. [ONLINE] Available at: http://www.ias.org.uk/Alcohol-knowledge-centre/Young-people-and-alcohol.aspx. [Accessed 12 February 2014].