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Listen
EXECUTIVE SUMMARY
BACKGROUND
1.
mruk research were commissioned to
undertake research on behalf of The Office of The Chief
Researcher (
OCR) within the Scottish Executive. The
main aim of the research was to measure awareness of and
attitudes towards the recent Home Reading advertising
campaign, the aim of which was to raise awareness of and
encourage parents to read more with their children.
2. The Home Reading campaign was originally developed
and launched in January - February 2003. Following this,
research was undertaken by Progressive Partnership to
measure levels of awareness and attitudes held towards the
campaign. Low levels of recall were reported, resulting in
the advertising being re-designed and the campaign
relaunched in October 2003, with a second burst of campaign
activity in mid - January 2004.
3. Following the latest advertising activity, further
research was considered necessary in order to establish
awareness levels over time.
mruk research were commissioned to
undertake this second phase of research.
OBJECTIVES
4. The main aim of the research was to measure levels of
parental awareness of the advertising (and compare this to
the findings from the previous research), whilst also
exploring parental attitudes and understanding of the
campaign.
5. The specific objectives investigated in this latest
wave of research were:
- To identify awareness levels amongst parents
following the latest burst of advertising (October
2003 - January 2004)
- To examine understanding of the key messages
communicated
- To investigate overall attitudes held towards
the campaign
- To assess whether the campaign has encouraged
home reading amongst those parents who recalled
seeing / hearing advertising
RESEARCH METHODOLOGY
6. In line with the previous wave of research, a total
of 400 in-home quantitative interviews were conducted in
order to allow for comparisons over time.
7. A series of quotas were imposed to ensure consistency
in sample structure over time, with selection questions
being asked to ensure eligibility to participate, thus all
respondents had to have at least two children aged between
2 and 8 years old living at home, one of which had to be a
boy.
8. In line with the previous research, the sample was
structured to include an equal proportion of respondents in
social classes C1, C2 and DE. An equal number of interviews
were conducted in four key geographical areas of interest
(Glasgow, Edinburgh, Aberdeen and Dundee), with a greater
number of interviews being undertaken with mothers (60%)
compared to fathers (40%).
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