Mention that we changed it because our first one was information from office of national statistics
By using primary research we are able to get answers specific to our objective. Secondary research: Articles by: Oxford Journal Reported levels of alcohol consumption and binge drinking within the UK undergraduate student population over the last 25 years” published by Oxford Journals, The guardian: “Drink, not fees is the biggest problem at universities’, Institute of alcohol studies: “Young people and alcohol factsheet”
(1 unit = half a pint of beer)
Occasionally 19 Once a week 11 More than once a week 8 Skipped 5
73 under 50pound 27 more than50 pound
Peer pressure does exist and affect on alcohol consumption, as people want to stay with their social group rather than out of it. However, it is not strong as when people are younger or older (as professionals, member of society). Also if they have other stronger social factors that are against drinking peer pressure does not work. In addition peer pressure barely makes you do binge drinking.
Exposure to the advertisement has no affect on increasing alcohol consumption at all. It is more like which brand you more like to drink. It is not giving a feeling to drink more or want to drink when you do not even drink. Lack of education of alcohol awareness has little effect on people drinking. Most likely the lack of general education leads lower class people to drink more, since they have no idea about negative impact of alcohol or other entertainment.
Response rate to internet questionnaire is very low, as we found out later, internet response rate is only about 10% The drinking trend changes annually. The reason behind people drinking varies and therefore there is no solid answer.
Response rate: Personal – 60% Telephone – 45%
For the last point on the slide. We decided to use internet-mediated questionnaires, however along the way we discovered this type of research has the lowest respondents.
The influence of alcohol consumption on university students aged 18 to 24
“The influence of alcohol
consumption on university
students aged 18 to 24”
BKEY501 BUSINESS RESEARCH AND
Seminar leader -Koko Kondo
“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
•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,
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
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
- Supports objectives 1&2 and 3
“Young people and alcohol factsheet” – published by
Institute of Alcohol Studies
- Supports objectives 1,2,3 and 4
Qualitative and Quantitative methods: Secondary research
Articles by: Oxford Journal: “Reported levels of alcohol
consumption and binge drinking within the UK
undergraduate student population over the last 25
The guardian: “Drink, not fees is the biggest problem at
Institute of alcohol studies: “Young people and alcohol
• Ease of access
• No cost acquired
Qualitative and Quantitative methods: Primary research
Use of questionnaires and focus groups for
• 100 questionnaires explain
• 6 members for the focus group, 3 male and 3
• Answers specific questions
How much do you spend on a
weekly basis on alcohol?
Peer pressure does
me to drink…
barely has any
effect on binge
I’d rather be sober
than drunk so I
know how my
does not affect
me. I buy the
brands that I am
does not make
me want to drink.
I drink when I
In my opinion, I
think lower class
people tend to
• 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
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.
Advantages and disadvantages of observation - University of Strathclyde.
2014. Advantages and disadvantages of observation - University of Strathclyde.
dvantagesofobservation/. [Accessed 02 April 2014].
Developing autonomous learning in first year university students using
perspectives from positive psychology. 2014. [Online] Available at
versity_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
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].