1. Identification of case study journal article:
The case study journal article that was selected for this assignment is: “An analysis of the freshman alcohol abuse program”.
2. Social Change Initiative overview:
Social change initiative is nothing but steps taken or program started in order to bring change among the people, society and their behaviour. The social change initiative that was discussed in the selected journal was to reduce the BAC (Blood Alcohol Consumption) levels among the freshman of 2001-2002 CSU batch. Around 2000’s, California State University (CSU), Chico has suffered many issues regarding the irregular alcohol behaviour among its freshman (Brown, 2004). There were even some deaths in the campus to support that argument. …show more content…
In the case of the freshman alcohol abuse program, it is very clear that all the freshman are not of the same kind. Each student have different group of friends which means that the perception about the drinking behaviour of friends gets changed from one student to the other. So, to analyze the behavioural change of the freshman, it was required that they are segmented into groups such as male vs female. The reason for segmentation was very clear i.e. drinking capacity of male and female differ. Even type of drinks taken by them are different. Behavioural impact of friends also differs from male to female. So, the research was done for segmented parts of the targeted audience i.e. male and female. So, in the research, we got individual percentage changes for both the segments which makes it easy to understand the behavioural impacts and changes among the segments. There is another segment which was considered in this program i.e. time spent while drinking. This segment of research has also provided major results in understanding the behavioural reasons for continuous drinking. This segment of research was very helpful to get the statistical data so that its analysis has given us proper conclusion for the behaviour of the freshman. This segment’s results say that, the BAC levels of students was more because they were spending more and more time for drinking instead of spending time for other issues. So, we can say that segmentation criterial was well used in the freshman alcohol abuse
The case study journal article that was selected for this assignment is: “An analysis of the freshman alcohol abuse program”.
2. Social Change Initiative overview:
Social change initiative is nothing but steps taken or program started in order to bring change among the people, society and their behaviour. The social change initiative that was discussed in the selected journal was to reduce the BAC (Blood Alcohol Consumption) levels among the freshman of 2001-2002 CSU batch. Around 2000’s, California State University (CSU), Chico has suffered many issues regarding the irregular alcohol behaviour among its freshman (Brown, 2004). There were even some deaths in the campus to support that argument. …show more content…
In the case of the freshman alcohol abuse program, it is very clear that all the freshman are not of the same kind. Each student have different group of friends which means that the perception about the drinking behaviour of friends gets changed from one student to the other. So, to analyze the behavioural change of the freshman, it was required that they are segmented into groups such as male vs female. The reason for segmentation was very clear i.e. drinking capacity of male and female differ. Even type of drinks taken by them are different. Behavioural impact of friends also differs from male to female. So, the research was done for segmented parts of the targeted audience i.e. male and female. So, in the research, we got individual percentage changes for both the segments which makes it easy to understand the behavioural impacts and changes among the segments. There is another segment which was considered in this program i.e. time spent while drinking. This segment of research has also provided major results in understanding the behavioural reasons for continuous drinking. This segment of research was very helpful to get the statistical data so that its analysis has given us proper conclusion for the behaviour of the freshman. This segment’s results say that, the BAC levels of students was more because they were spending more and more time for drinking instead of spending time for other issues. So, we can say that segmentation criterial was well used in the freshman alcohol abuse