REFORMS AS PRODUCTS: A MARKETING MANAGEMENT SYSTEM MODEL FOR AN ADULT EDUCATION COURSE IN DRIVING IMPROVEMENT

THIS RESEARCH MAKES USE OF THE SOCIAL MARKETING CONCEPT AND THE SYSTEMS THEORY FRAMEWORK TO DEVELOP A MODEL FOR THE MARKETING OF AN ADULT EDUCATION COURSE IN DRIVING IMPROVEMENT. THIS COURSE WILL BE CONSIDERED BOTH THEORETICALLY THROUGH A SYSTEMS MODEL AND EMPIRICALLY THROUGH A FIELD EXPERIMENT AND A COMPARATIVE ANALYSIS OF SEVERAL OFFERINGS OF THE COURSE. THE MODEL IS DEVELOPED FROM THE VIEWPOINT OF THE LOCAL DISTRIBUTOR FOR THE REFORM PRODUCT. THIS MODEL HAS SPECIFIC APPLICATION TO THE NATIONAL SAFETY COUNCIL DEFENSIVE DRIVING COURSE, AN ADULT EDUCATION COURSE IN DRIVING IMPROVEMENT WHICH HAS REACHED ABOUT TWO PERCENT OF THE DRIVING POPULATION SINCE ITS IMPLEMENTATION IN 1965. A VARIETY OF STRATEGIES HAVE BEEN USED TO MARKET THE COURSE TO THE PUBLIC. THE RELATIVE EFFECTIVENESS OF THESE STRATEGIES IS SUGGESTED BY THE REFORM MARKETING MODEL. A FIELD EXPERIMENT WAS CENTRAL TO THE DATA GATHERING AND WAS USED AS A GUIDE IN OBTAINING COMPARATIVE INFORMATION FROM OTHER LESS CONTROLLED COURSE SITES. THE COMBINED SURVEY-EXPERIMENT AND COMPARATIVE ANALYSIS ALLOWED THE GENERATION OF MORE USEFUL DATA THAN SURVEY, PURE EXPERIMENT, OR COMPARATIVE ANALYSIS WOULD HAVE PRODUCED ALONE. /AUTHOR/

• Supplemental Notes:
  • 285 Pp, FigS, TABS, REFS
• Corporate Authors:

  NATIONAL SAFETY COUNCIL

  CHICAGO, IL  United States 
• Authors:
  • Stiff, M R
• Publication Date: 1971-6

Subject/Index Terms

• TRT Terms: Crashes; Drivers; Human characteristics; Knowledge; Learning; Linearity; Mathematical models
• Uncontrolled Terms: Driver characteristics; Experience; Models
• Subject Areas: Highways; Safety and Human Factors; Society;

Filing Info

• Accession Number: 00223732
• Record Type: Publication
• Source Agency: Nat Safety Council Safety Res Info Serv
• Files: TRIS
• Created Date: Apr 17 1972 12:00AM