UWM Binge Drinking Research

Binge Drinking Research

Creative Marketing Exchange

May 7, 2015

Jerry Vang, Joanne Aeschliman, Ana Castro Peterson Hang, Pachia Thao, Kostadinos Poulos

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Table of Content Executive Summary ………………………………….………………………………......… 3 Statement of Purpose……….………………………………………………………..……. 5 Background Information ……….…………….……………….…….……………..….... 7 Defining the Problem ………………………………………………………….……. 7 National Problems? …………………………………………………………....……. 7 Consequences …………………………………………...…………………….....……. 7 Causes ……………………………………………………………………………........... 10 Prevention Programs …………………………………………………….……..… 11 Problem Statement ………………………………………….………………….….…..… 13 Research Objective………………………………….…..…….……….………..………... 15 Research Objective 1: ……………………………………...…………..…….……. 15 Research Objective 2: ……………………………....…………………..…………. 15 Research Objective 3: ……………………....………………………….…….……. 15 Research Objective 4: ……………………………….………………….…………. 15 Method: Questionnaire Process …………………………………….….…....…….. 17 Discussion of Report ……………………………………………………….….……….... 21 Discussion of Research Objective 1: ……………….……………….……….. 21 Discussion of Research Objective 2: ……….……………….………….……. 21

Discussion of Research Objective 3: …………….....…….……........………. 22 Discussion of Research Objective 4: ......…..……..…………....……………. 25

Discussion of Report Tables …………….……………………….….…..…….……... 27 Conclusion ..……….……………………………………………......................….………….. 31 Recommendations …………………………...………….......……….…………………… 33 Appendix ………………………..…………………………………….….…….…..………….. 35

Sample Survey ………………….……………...............………….……………..….. 35 Nominal Bar Charts ……………..............………………….….…….…....………. 37

Ratio Bar Charts ………………………………………….………........….………… 38 Interval Bar Chart …...………………….……………….….………………………. 42 Coding Sheet …………………….……….…………………….……………………… 43 Bibliography …………….………………….………..…………………………………….… 45

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Executive Summary Creative Marketing Exchange (CME) was hired by University of Wisconsin-‐‑

Milwaukee (UWM) health authorities to research the drinking habits and behavior of

undergraduate students. The research was to identify if binge-‐‑drinking on college

campuses is a prevalent problem and to create solutions to educate students on the

dangers of binge-‐‑drinking. CME was challenged with designing the research and analyzing

the information; all of which needs to be report back to UWM.

CME created a questionnaire composed of several survey questions inquiring about

the students’ general information (age, college standing, etc. – excluding name) and their

weekly drinking habits. These various questions were asked to gain sufficient information

about the research sample student population. To capture a wide spectrum of the sample

population, each of the six research team members were stationed at different areas

around campus where they politely asked random students to complete the survey. Many

students participated in the research.

Next, to analyze the research survey data gathered, the CME research team created a

coding sheet and entered all of the findings into Statistical Package for the Social Sciences

(SPSS) to acquire the average response for each question. In analyzing the research

responses, CME came the conclusion that drinking affects the behavior of college students

and that there was a high possibility of alcohol abuse present in the UWM student

population.

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Statement of Purpose

The purpose of the research project was to examine the problem of binge drinking,

an excessive and abusive drinking among college students on campuses. The UWM health

authorities have commissioned this research in light of serious consequences taking place

on campuses and a deadly trend emerging in the UW community. The goal of the research

is to identify the typical drinking profile of college students, determine the motivation that

leads to drinking, students’ perceptions of the activity, the scope to which it occurs in, and

the effects it has among specific demographics. The findings from the sampling of UWM

students surveyed will aid in the determination of whether or not an alcohol abuse

problem exists among the student population. This will enable a more intuitive approach

to determine specific ways to inform, educate and rehabilitate students’ attitudes,

perceptions and personal habits when drinking alcohol.

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Background Information Defining the Problem:

Binge drinking is the consumption of excessive amounts of alcohol within a

relatively short period of time. The Center for Disease Control (CDC), further defines binge

drinking as:

“A pattern of drinking that brings a person’s blood alcohol concentration (BAC) to 0.08

grams percent or above. This typically happens when men consume 5 or more drinks, and

when women consume 4 or more drinks, in about 2 hours. “

National Problem?

Drinking on college campuses across the United States has become an integral

component of students’ school experience. Although many of them arrive with previous

drinking habits, the idea of a real college experience can fuel the appeal of heavy drinking.

This abuse is a significant problem that can negatively impact the academic and social

welfare of students across the nation.

Consequences

Consuming excessive alcohol in a short period of time develops serious health and

safety risks for students. Binge drinking results in about 1 in 3 students meeting the criteria

for alcohol abuse while 1 in 17 qualifying for alcohol dependence. Unfortunately, the

majority of students who recognize they have the issue do not utilize alcoholism treatment

programs.

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Although alcohol use has been rooted in colleges since the beginning of their

existence, The Harvard School of Public Health College Alcohol Study (CAS) brought binge

drinking to the nation’s attention in 1993 through a study that had many people agreeing

that the problem could no longer be ignored or tolerated. Not only do the students who

participate in drinking cause potential harm to themselves, the second-‐‑hand effects of their

actions may affect the lives of other students. The study showed that 56% of students do

not binge drink and that this majority deserves a safe environment to study and socialize.

“The problem with college drinking is not necessarily the drinking itself, but the negative

consequences that result from excessive drinking.” According to a National Institute of

Alcohol Abuse and Alcoholism (NIAAA) chartered study, annual consequences of college

student drinking include:

• 1,825 deaths

• 690,000 assaults

• More than 97,000 sexual assaults or date rapes

• 559,000 unintentional injuries

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In addition, these studies show that about 25% of students are affected academically by

their drinking habits. Missing classes, falling behind, and doing poorly on classwork are all

common symptoms of excessive alcohol consumption.

Wisconsin has shared its toll on drinking related accidents. From 2003 to 2007,

Wisconsin has reported thirty-‐‑seven casualties. Highway forty-‐‑seven is a concerned route

for drunk drivers because not only are they driving at high speed but the highway is also

220 miles long which means a longer chance for an accident. Accidents reported show that

drivers who were involved had a median of 0.19 blood-‐‑alcohol level. A fatal crash in

Wisconsin has a higher probability to be related to an alcohol-‐‑related issue. The level

considered for intoxication is 0.08, which means these drivers, in general, were nearly

twice the limit.

Wisconsin is known as a state for drinking. In 2008, Wisconsin was reported as the

number one position for three particular titles: binge drinking, having the highest

percentage of drinkers in the population, and having the highest occurrence of driving

under the influence. Although Wisconsin may have higher occurrences for these categories,

according to Drinking deeply ingrained in Wisconsin’s culture, Wisconsin actually is

considered to be more of a moderate drinking state compared to Tennessee. We have the

highest percentage of drinkers while Tennessee has the lowest and the average drinker

from Tennessee will out-‐‑drink Wisconsin. Wisconsin is positioned in the middle for

alcohol-‐‑related deaths.

Binge drinking in Wisconsin is regarded as a ritual. The Centers for Disease Control

and Prevention has taken up ten total surveys for binge drinking and Wisconsin has been

the top for each survey. People who live in Wisconsin feel that they must keep to their title

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and stereotype as being able to drink large portions of alcohol. This state has large

quantities of alcohol so as citizens grow older they’re more exposed to these types of

activities. Drinking in Wisconsin is a tradition for those raised there, so as the years pass

by, there will be a resistance to follow certain alcohol laws.

Causes

The causes for binge drinking vary from person to person. According to M.S.

Addiction Psychologist Deborah Morrow, the following are top common causes of binge

drinking on college campus. Students binge drink because they want to socialize and feel

more confident about themselves as well as assert their dominance among others to see.

They want to forget their problems such as stress from school and work. Students are

curious of what it feels like, especially after a friend talks about a fun night out so they want

to rebel against school-‐‑work and parents, the peer pressure and acceptance issue of fitting

in, and lastly its fun to just let your hair down and have a goodnight and overlook your

inhabitations. These are just a few common causes of binge drinking and there are many

more causes. Scientists have even suggested that genetics and family background of

alcohol abuse and easy access to alcohol can increase the likelihood of binge drinking.

With research study conducted by Summar Reslan, Karen K. Saules, and Alisha

Serras, they studied college students who identified themselves as binge drinkers and the

consequences that derive from binge drinking. Consequences that happened during and

after binge drinking consisted of causing injury to themselves or another person, drunk

driving, and having unprotected sex. Other research studies found that sexual and physical

assaults, criminal mischief, property damage, trouble with campus and local police,

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developing alcoholism, hangovers, blackouts, alcohol poisoning, suicide, and facing

academic/occupational consequences can happen during and after binge drinking.

Prevention Programs

Over the past few years, UWM has made strides in the prevention/ intervention of

drug and alcohol related issues. Several groups at UWM including; Student Health, the

Norris Health Center, University Housing and Neighborhood Housing Office, the Dean of

Students Office, University Police, Unit Programming, campus research centers, advising

offices and the student body, make up a group called AODA. This group’s mission is to

collaborate its resources to educate students about drugs and alcohol.

In 2010, UWM began an Alcohol-‐‑Wise program that’s primary purpose is to educate

incoming freshman about the dangers involved with binge drinking and drug abuse.

Students are required to complete an interactive online education program prior to their

arrival on campus, along with a follow-‐‑up component one month after the completion of

their first semester. The Alcohol-‐‑Wise program is intended to be proactive in creating a

safe campus culture.

UWM’s Norris Health Center provides an E-‐‑Chug assessment that anonymously

offers students the opportunity to identify possible risk factors by sharing information

about their own personal habits. The E-‐‑Chug assessment contains a personalized feedback

tool that is available to all members of the campus community. This anonymity of the E-‐‑

Chug assessment is a helpful self-‐‑intervention tool.

In addition to the E-‐‑Chug’s self-‐‑intervention efforts, UWM also endorses a program

called ACE that is designed specifically for UWM students. Students who are at risk for

experiencing or causing issues related to their personal alcohol use are offered the

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opportunity by referral of the University Police or law enforcement agencies to participate

in an ACE seminar that meets to develop skills in the abstinence of alcohol, a brief

screening, and an individual feedback session. The program offers education on cognitive

behavior skills and motivational enhancement to at risk students.

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Problem Statement

This research was conducted for UWM Health Administration. The research was to

study the problem of binge drinking on campus. Over the past years at UWM, the campus

has experienced public intoxication, injuries, and deaths. These alcohol related incidents

occur more often due to part of alcohol exposure from Pabst Blue Ribbon, Miller, peer

pressure, and state stereotypes. The completed research will be used to prevent further

problems that may happen in UWM.

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Research Objectives Research Question 1: Determine the drinking profile of your typical respondents: By

“drinking profile,” we mean:

a. How prevalent is drinking of alcoholic beverages?

b. How much is typically ingested?

c. What is the primary reason why students drink?

d. How much is typically spent?

Research Question 2: With those students who drink alcohol,

a. How large a group, are students with when they go out drinking, on the average?

b. To what extent do students drink because of pressure from friends and

acquaintances?

c. To what extent do students drink because of easy availability of cheap alcohol?

Research Question 3: we will determine:

a. How widespread is drinking in the UWM student population?

b. To what extent does this sample of students reveal the possibility of alcohol abuse in

the student population?

c. Do males and females drink different amounts?

Research Question 4: We are trying to determine:

a. In the student’s perception, what are the most common consequences of excessive

drinking among his / her peers?

b. Is there evidence of underage drinking?

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Method: Questionnaire Process

Team members of CME conducted the surveys prior to Spring

break, between Tuesday, March 10 and Thursday, March 12. CME reasoned that students

would be more open and receptive of taking time to answer our questionnaires, knowing

spring break was approaching and thus having more time to spare. Also, CME wanted to

take advantage of the warm weather during the week because students were

spending more time sitting outside and enjoying the sunshine.

In order to reduce sample frame error and avoid over representation of elements of

the population, CME discussed in advance the sample selection method, most importantly

being which areas of campus they would target and the times of day they would conduct

the surveys. CME wanted to ensure that the sample units were reflective of the broad range

of students attending UWM. They took into consideration varying academic majors, level of

education, and the diverse ethnicity, which encompasses the UWM student population to

achieve the best possible unbiased representation of the sample in relation to the UWM

student population. The surveys ranged in times from 9:00 am to 7:00 pm. CME felt they

could capture both day and evening students.

Collectively, CME agreed on the verbiage they would use and the manner in which

they would approach students in order to maintain consistency throughout in order

minimizes potential biases in wording and style. Depending on the location, CME

approached students who were both already sitting down and not really doing anything or

students who just sat down or were standing and waiting for the bus. CME agreed not to

rudely interrupt students who were eating or in the middle of something so as not to

negatively impact the survey results. Some approached students in groups while others

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approached students individually. CME approached students with their clipboard, survey

and pen or pencil, greeted each student with a smile and friendly hello, and introduced

themselves by their first name. Politely, CME asked if the students would be willing to help

out by taking a survey or asked if they would be willing to participate in a quick, three to

five-‐‑minute survey about drinking lifestyles of UWM students for a marketing research

project. CME stated they would really appreciate their opinions and that their

responses would be anonymous. When the student said yes, they were given a survey and

pencil. Upon completion of the survey, the student was thanked for completing the

survey. No incentives were offer for completing the survey. The entire CME team attempted

to maintain consistency of style and mannerism with the respondents.

Overall, respondents took approximately four minutes to complete. One of the CME

team members was faced with a challenge while in the residence hall; she didn’t have an

I.D. to get into the dormitory part of the building so she waited in the lobby area. There was

a brief lull between the time when people were coming and going from class and then a

complete lack of activity so she decided to get her last 3 respondents from the Lubar

computer lab. There were only a few questions respondents had to the questionnaire.

Participants asked if they needed to fill the backside as well. Several asked, “What does it

mean to write the time you go out?” Some team members received joking questions, such

as “Are you sure you want me to be honest?” One male student was concerned that his

responses would skew the results because he used to drink but quit completely four

months ago. For the most part, all students asked participated except for one student.

The survey method went smoothly. Everyone was pleasantly surprised by the

willingness of students to participate. Noteworthy, all surveyors thought the respondents

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gave the questions thoughtful consideration and did not just blindly whip through it. The

subject was indeed one that was relatable to the students so perhaps they didn’t mind

spending a minimal amount of time answering questions about drinking. A sample of the

survey is in Appendix A and the survey chart results are in Appendix B.

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Discussion of Report Discussion of Research Objective 1: Determine the drinking profile of your typical respondents: By “drinking profile,” we mean:

a. How prevalent is drinking of alcoholic beverages? If you refer to the Interval Variability and Central Tendency Table on page 30, of the sixty-‐‑six respondents we’ve had, 84.8% of students consume alcohol. This shows that there is a widespread of students who have come to campus and, at one time, have been exposed to alcohol.

b. How much is typically ingested? Students, on average, spend two nights a week going out. From those nights gone out, it is possible for students to consume alcohol. When students decide to go out they are gone for about five hours and during those five hours, an average of 4.43 drinks are ingested. This is based by average numbers but it is safe to assume that alcoholic drinks are consumed during these moments of leisure.

c. What is the primary reason why students drink? According to our research, the primary reason why student drink is because students want to socialize with their friends. When people consume alcohol, they tend to be more talkative and outgoing in which is a good way to connect and open up to others around.

d. How much is typically spent? On a night out for students, an average amount of $23.27 is spent on alcohol. For example, if a student goes out about three nights a week they will be spending an average of 69.81. With this amount spent in one week was saved, they can use this money towards greater goods, such as living expenses (food, utilities, boarding) and educational expense (tuitions and textbooks).

Discussion of Research Objective 2: With those students who drink alcohol,

a. How large a group, are students with when they go out drinking, on the average? If you refer to the Ratio Central Tendency Table on page 29, you may see that the mean response for how large a group students usually go out with is 4.639, about 4-‐‑5 people per group. This may be because it is more inconspicuous to travel with few people and easier to all remain together throughout the night with less individuals to keep track of. Also, there is some moderate variability indicating there may be a broader range of group members anywhere from about 2 to about 7 (Ratio Variability Table).

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b. To what extent do students drink because of pressure from friends and acquaintances? If you refer to the Interval Central Tendency Table, you will find that the mean response was 1.70 with fairly low variability (Interval Variability Table). On our scale of 1-‐‑5, this likely indicates that some of the undergraduate students’ who drink answered that they had no pressure from their friends to drink (“Not at all”) and most had occasional pressure from their friends to drink (“Occasionally”). This could be because those students are more open to drinking experiences now that they’ve reached college and deem the atmosphere appropriate for drinking.

c. To what extent do students drink because of easy availability of cheap alcohol? If you refer to the Interval Central Tendency Table, you will find the mean response was 2.30 with moderate variability (Interval Variability Table). On our scale of 1-‐‑5, this indicates that most undergraduate students who drink felt they occasionally drank because of access to cheap alcohol (“Occasionally”) and some often drank because of access to cheap alcohol (“Often”). This could be because the students have less money than other adults to spend on alcohol. So when they are presented with a cheap opportunity, they seize it.

Discussion of Research Objective 3: We will determine:

a. How widespread is drinking in the POPULATION of all UWM students? In a sample statistics of 65 UWM students, we find that 82% of students consume alcohol. We are 95% confident that the true population value falls between 72.67% and 91.34%. This means that at least 7 out of 10 UWM students consume alcohol.

Confidence Interval = 1.96 * !"∗"$%&

= ±9.34

= 82 – 9.34 = 72.66 = 82 + 9.34 = 91.34 = 72.66, 91.34

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b. To what extent does this sample of students reveal the possibility of alcohol abuse in the UWM student population? The sample of students who took the survey reveals that 55 of them consume about 4.43 alcoholic drinks on an average night. We are 95% confident that the true amount of drinks consumed lies between 3.56 and 5.29 alcoholic drinks on an average night. According to the National Institute on Alcohol Abuse and Alcoholism, binge drinking is typically “4 drinks for women and 5 drinks for men – in about 2 hours (Drinking Levels Defined).” This would mean that if students consume an average of 4.43 drinks within a 2-‐‑hour period, then it means that there is a high possibility that students are binge drinking. Citation "Drinking Levels Defined." Drinking Levels Defined. National Institute on Alcohol Abuse and Alcoholism, n.d. Web. 29 Apr. 2015. <http://www.niaaa.nih.gov/alcohol-‐‑health/overview-‐‑alcohol-‐‑consumption/moderate-‐‑binge-‐‑drinking>. (T-Test table on following page) T-Test

One-Sample Statistics

N Mean Std. Deviation Std. Error Mean

How many alcoholic drinks

(including beers, mixed

drinks, shots, and other

alcoholic beverages) do you

consume on an average

night?

55 4.43 3.193 .431

One-Sample Test

Test Value = 0

t Df Sig. (2-tailed)

Mean Difference

95% Confidence Interval of the Difference

Lower Upper

How many alcoholic drinks (including beers, mixed drinks, shots, and other alcoholic beverages) do you consume on an average night?

10.281 54 .000 4.427 3.56 5.29

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c. Do males and females drink different amount? Null Hypothesis: There are no differences in the means of alcohol consumption between male and females. Conclusion: We should accept the null hypothesis because there are no significant differences between male and females when it comes to the amount of alcohol they consume. T-Test

Group Statistics Are you

male/female? N Mean Std. Deviation Std. Error Mean

How many alcoholic drinks (including beers, mixed drinks, shots, and other alcoholic beverages) do you consume on an average night?

Male 30 4.62 3.619 .661

Female

25 4.20 2.650 .530

Independent Samples Test

Levene's Test for Equality

of Variances t-test for Equality of Means

F Sig. t df

Sig. (2-

tailed)

Mean

Difference

Std. Error

Difference

95% Confidence Interval of

the Difference

Lower Upper

How many alcoholic

drinks (including

beers, mixed drinks,

shots, and other

alcoholic beverages)

do you consume on

an average night?

Equal variances

assumed .052 .820 .478 53 .634 .417 .871 -1.330 2.164

Equal variances not

assumed

.492 52.206 .625 .417 .847 -1.283 2.116

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Discussion of Research Objective 4: We are trying to determine:

a. In the student’s perception, what are the most common consequences of excessive drinking among his/her peers? Based on the means between questions 11-‐‑ 18 students were most likely to experience passing out as a result of drinking. The highest means tended to reflect self-‐‑inflicted damage, which would include passing out, nausea, sweating and craving as a direct result of drinking.

b. Is there evidence of underage drinking? Yes, there is evidence of underage drinking in our sample. 21 subjects were admittedly consuming alcohol under the age of 21.

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4

6

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10

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18 19 20 21 22 23 25 32 34

Subjects

Question (due to drinking) Mean Standard of Deviation 17 – pass out 2.58 .842 18 – nausea, sweating, craving 2.23 .908 16 – driving while drunk 2.14 .839 12 – been in an accident 1.94 .875 11 – miss classes 1.92 .865 14 – trouble with police 1.89 .844 13 – poorly on exams 1.70 .701 15 – vandalism 1.68 .826

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c. Pick one question on our survey, which might have been subject to social desirability bias. Explain what you understand by this term, and then explain how or why social desirability bias might occur with the responses to this. “Please pick the TOP reason why you drink alcoholic beverages (there may be multiple reasons; we want to know your top reason)” Social desirability bias is the inconsistency between a subject’s true response and the response that they might feel someone else expects them to respond. The bias in this question exists, because there are several options listed and a subject may not have thought of an option if it hadn’t already been listed. After seeing an option, they could have second-‐‑guessed themselves and their own motives. The “other” option was never exercised, which leads me to believe that students may have been intimidated to think outside the box and provide a most accurate answer.

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Table will be inserted here

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Conclusion Upon completing the research, CME has generated hypotheses and conclusions

about students and their relation with alcohol. CME hopes to discover alcohol and how it

affects students on campus through various questions regarding specific activities such as

peers behaviors, academic performance, etc. CME has conducted a total of sixty-‐‑six surveys.

The survey was designed to help students understand what they were trying to ask.

Although some respondents have missed some answers, a majority was able to completely

answer the survey. The following are the conclusions CME have made: the average

drinking age of students is twenty-‐‑one. Originally, CME thought younger students were

prone to drinking at an age below the minimum. CME has discovered through these

surveys that students who drink are average at the required age limit. This generally

represents junior or higher standing students. Typically, students go out twice a week, may

involve alcohol consumption. Among their night out, an average of four drinks are

consumed. In total, students consume about eight drinks a week. These drinks were only

accounted for the time they spent going out and not what they may consume at their

homes.

When students were asked for the reasons why they drink, the highest frequency in

answers was to “socialize with friends”. This result has shown us that alcohol is mainly

used a reason for students to connect with each other. College is a busy time for everyone

so it is possible that when friends choose to see each other, they choose to do over alcohol.

The next most frequent choice is to “relieve stress and relax”. Socializing and relaxation go

hand in hand so alcohol is their choice of drink to unwind.

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CME also surveyed how students are affected by alcohol consumption. Of the survey

questions, based on a five-‐‑point scale with one having the lowest affect and five having the

highest, the highest three results are students are prone to pass out, have access to cheap

alcohol, and feel various side affects to drinking. CME observes that students are prone to

drinking because they have easy access to alcohol, which leads to their side effects.

Considering we are in the city of Milwaukee, this city has two large alcohol companies

originating here. These two companies are Miller and Pabst Blue Ribbon. Because beer is

brewed locally, it is safe to assume alcohol is easily available. The consumption of the

alcohol leads to several students with shakiness, nausea, a craving for more, etc.

Students are exposed to alcohol when they attend UWM. This is an activity that

cannot be denied. The least alcoholic effect on students is when they drink they commit

vandalism. It seems students mainly drink to socialize with their friends, as that has been a

popular answer for the reason why they drink. Alcohol is a drink mainly used by students

to connect with each other and relax during their college career.

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Recommendations Based upon the informational findings of the research study conducted by Creative

Marketing Exchange, the following are suggestions that should be implemented in order to

help decrease binge drinking on college campuses.

College campuses need to go beyond paying lip service to the issues of excessive

drinking on campus. In addition to campaigns to educate the student population about the

inherent health and destructive risks of this adverse behavior, UWM should focus on the

venues they promote and provide to students.

At present, alcohol is readily available to students on campus. It is available and

sold on campus during school days. Alcohol should either be limited to evening hours or

perhaps not even offered on campus. Some may argue that it would not be fair to those who

drink responsibly while others may say it just moves the problem elsewhere. However, the

results have indicated that students drink in order to socialize with their friends. They also

drink because it is readily available to them at a low cost. Pressure from friends was

considered fairly low as a reason to consume alcohol. It would be reasonable to presume

that it is a lifestyle factor as opposed to a pressure factor. We are conditioning our young

people to believe that alcohol is socially accepted as a way of life. A relevant factor is the

perception that a good time out equals having access to alcohol. Having alcohol makes you

better at fitting in and being a part of the social scene. This ingrained attitude is why our

results indicate that the true population of all UWM students who drink is between

approximately 73% and 91%.

The premise of a college and/or university is on education; guiding and nurturing

students to learn and achieve the best that they can. Venues provided to students do not

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need to incorporate the opportunity for alcohol consumption. Yes, initially profits will go

down for the school; however the mindset and life of a student desires priority. All it would

take is a few very brave chancellors across the country to get this movement started.

To add to this, CME recommends continuation with education about drinking, it’s

adverse and potentially destructive nature of consumption. There needs to be a grass roots

movement started, by the students and for the students, under the guidance of the

professors and counselors on campus. Focus groups and forums should be formed to

address issues and help students figure out ways to change their existing lifestyle and to

change the mindset of their peers. The residence halls should have special meetings and

events that offer students free snacks and food and non-‐‑alcoholic drinks, along with

entertainment. Create social gatherings “alcohol-‐‑free” that touch on drinking to help

further inform and remind students of dangers of alcohol consumption. CME would also

recommend having more presence of police officers on campus and residence halls.

Additionally, posting flyers about the consequences of alcohol consumption and promoting

alcohol awareness month (April) will help decrease the number of students drinking

alcohol and find healthier alternatives to have fun and socialize with friends.

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Appendix A -‐‑ Survey Social Cultural Survey

Thank you for taking your time to participate in this social survey conducted by Creative Marketing Exchange (CME). This survey is to get a better understanding of the social lifestyle and behaviors of students on campus. The research conducted will be anonymous and the information gathered will only be used for research purposes; in no way or form will the responses be associated with the person’s name or identity. This survey will only take about 2-‐‑5 minutes of your time; please circle the response that best relates to you. 1. “Have you consumed alcohol since coming to UWM?” If NO, skip to Q11

A) Yes B) No 2. How many alcoholic drinks (including beers, mixed drinks, shots, and other alcoholic beverages) do you consume on an average night out? __________

3a. At what time does your night out typically begin? ____________

3b. At what time do you get back home typically after a night out? _____________

4. Do you pay for your drinks typically?

-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑�-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑�-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑�-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑�-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑�-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑

Not at all Occasionally Often Very often Always

5. How much do you spend on a typical night out, on alcohol? ______________

6. How many nights in a week do you typically go out? ________________

7. Please pick the TOP reason why you drink alcoholic beverages (there may be multiple reasons; we want to know your top reason):

Please check one � Socialize with friends � Meet new people � Relieve stress and relax � Peer Pressure � Feel it is expected coming here � Enjoy the taste � Other: _________________

8. How large a group, typically, are you in when you go out drinking? ___________

9. To what extent do you drink because of pressure from FRIENDS and ACQUAINTANCES?

-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑�-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑�-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑�-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑�-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑�-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑


10. To what extent do you drink because cheap alcohol is easily available?

-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑�-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑�-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑�-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑�-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑�-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑


36

Questions 11 – 18, please tell us to what extent do you agree with each of the following statements:

11. “My FRIENDS and ACQUAINTANCES often miss classes due to drinking”

-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑�-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑�-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑�-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑�-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑

Strongly Disagree Disagree Agree Strongly Agree

12. “My FRIENDS and ACQUAINTANCES have been in an accident due to drinking”

-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑�-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑�-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑�-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑�-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑


13. “My FRIENDS and ACQUAINTANCES do poorly on exams or papers due to drinking”

-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑�-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑�-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑�-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑�-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑


14. “My FRIENDS and ACQUAINTANCES sometimes get into trouble with the police due to drinking”

-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑�-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑�-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑�-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑�-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑


15. “My FRIENDS and ACQUAINTANCES sometimes participate in vandalism or damage property due to drinking”

-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑�-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑�-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑�-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑�-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑


16. “My FRIENDS and ACQUAINTANCES drive while drunk”

-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑�-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑�-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑�-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑�-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑


17. “My FRIENDS and ACQUAINTANCES sometimes pass out after a drinking spree”

-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑�-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑�-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑�-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑�-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑


18. “My FRIENDS and ACQUAINTANCES sometimes experience nausea, sweating, shakiness, or craving as a direct result of drinking”

-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑�-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑�-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑�-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑�-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑-‐‑


19. What is your student classification?

A) Freshman B) Sophomore C) Junior D) Senior 20. Are you male / female?

Male Female

21. What is your age? __________

Thank you again for your time in taking part of this social survey.

37

Appendix B – Survey Result Charts Nominal Bar Charts

38

Ratio Bar Charts

39

40

41

42

Interval Bar Chart

43

Appendix C – CME Team Coding Sheet & Submitted Surveys by: Jerry Vang Joanne Aeschliman Ana Castro Pachia Thao Peterson Hang Kostadinos Poulos

44

45

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doi:10.1080/13811110701857111

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UWM Binge Drinking Research