Elevate PR

Research Report
October 11, 2016
MC4320.07

Executive Summary

Research Topic

Research Questions

Research Methodology

Qualitative Research Method: Observational Analysis

Quantitative Research Method: Survey

Limitations of the Research

Analysis and Results

Executive Summary:
For the purpose of this research report, Elevate Public Relations is gathering data and
analyzing how and why a smoker, ages 18 to 22, chooses to either use or not use an ashtray
for their cigarette litter in San Marcos, Texas. Elevate PR conducted both quantitative and
qualitative research to understand both the amount of overall awareness that survey
respondents have about where cigarette litter goes and how it effects the San Marcos
environment, and why those who smoke may not choose to use various disposals offered in
the city of San Marcos.
Elevate PR evaluated the clients needs and desires in finding and developed five key
research questions that will lead the campaign in an effective way. By answering these
research questions through the research methodology of qualitative and quantitative
analysis, we can guide the next necessary steps to further plan and implement the Keep San
Marcos Beautiful public relations campaign.

Research Topic:
Conducting our research on the impact of cigarette litter in San Marcos, Texas is essential
to our client, Keep San Marcos Beautiful, because this is a major topic covered in within the
City of San Marcos community initiative. With the research given, this will give Keep San
Marcos Beautiful and Elevate Public Relations a guide on how to properly form an effective
campaign. Research is a crucial step oo plan and implement the Keep San Marcos Beautiful
cigarette litter awareness campaign, so the research topic must be clear and concise so the
research questions will fully answer the main concerns of our client.

Research Questions:
The main issues the client desires to focus on is the overall awareness of effects of cigarette
litter as well as why people in San Marcos, ages 18-22, choose to use or not use ashtrays
when smoking.
The proposed research questions are:
RQ1: What type of situations do smokers age 18-22 choose to smoke most often in San
Marcos?
RQ2: How do smokers in San Marcos choose to dispose of their cigarette butts?
RQ3: How often do smokers in San Marcos use ashtrays, and what deters them from
using it?
RQ4: If the City of San Marcos provided more ashtrays on the Square, how likely would
smokers use them?
RQ5: Are San Marcos residents aware of the effects that cigarette litter has on the
environment and aquatic life around them?
These questions will provide imperative and critical information for the study and for the
research process. As the study progresses over time, more elements on the topic of these
questions will emerge that will influence the findings.

Research Methodology:
Elevate PR conducted two methods of research, both qualitative and quantitative. Using
the descriptive method of research allowed the researchers to get data without manipulating
variables or changing the environment. The researchers collected data about San Marcos, Texas

cigarette litter awareness by survey as well as conducting observations to find out how
participants react while smoking on the Square in San Marcos.

Qualitative Research Method- Observational Analysis:

Elevate PR spent time on the Square in San Marcos observing people smoking. During
this time, we noticed smokers dropping their cigarette butts as soon as they finished smoking,
even if they were within walking distance of the ashtrays (which are located in front of Barfish,
in front of the dance studio and bike shop, and on street corners). Elevate PR also noted that
many of the ashtrays were filled with trash, and that they looked as though they hadnt been
serviced or cleaned out in several days at least. Also, most of the bars dont have ashtrays right in
front of them, but that is predominantly where people smoked.

Quantitative Research Method- Survey:

The survey conducted consisted of six qualifying questions and splits into survey sections
for both smokers and non-smokers. Non-smoking respondents are then asked a series of five
questions while smokers are asked a series of ten questions. The survey utilizes likert scales
questions and multiple choice questions that together collect useful data in characterizing the
population and their knowledge on the effect of cigarette butt littering on the environment. The
survey was created using Google Forms.

Limitations of the Research:

A large limitation on our qualitative research method was the skew of respondents
gender. We had a total of 70 responses and of these responses, 59 (84.3 %) were female and 11
(15.7%) were male. Although our overall goal is to research the knowledge of cigarette butt litter
effects on the environment for all people, it would have been more inclusive if the responses
were more balanced gender-wise.

Analysis and Results:

In our observations on the Square, we noted that while most of the ashtrays were within
walking distance from bars, they werent located in places where people typically smoked. Also,
many of the ashtrays were filled with garbage and thus hard to distinguish from the actual
garbage cans they are situated on top of.
As mentioned previously, we had a total of 70 responses. Our results illustrate that our
largest audience were between the ages of 18-21 years, making up 71.4% of our total responses.
Our largest race/ethnicity was White, making up 74.3% of our total responses. Most of the
people surveyed currently live in San Marcos, making this audience 91.4% of the total responses.
Current Texas State University students made up 94% of the responses. Of the 70 respondents,
only 12 currently smoke while 58 do not currently smoke. Further research shows that of the 58
who do not currently smoke, 12 respondents have smoked in the past and 46 respondents have
friends or family members who currently smoke. Overall, the audience surveyed are
somewhat-to-very aware of the effects that smoking and cigarette litter has on the environment

but are somewhat-to-very unaware of the effects that litter has on aquatic life specifically.
Attached are the results of our survey.