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CHAPTER TWO RESEARCH OBJECTIVES
RESEARCH OBJECTIVES
2.1 The principal aim of the research undertaken by
mruk research was to evaluate the recent
Home Reading campaign, measuring levels of parental
awareness, attitudes and understanding of the campaign. The
research was also intended to allow for comparison with the
previous research exercise undertaken in 2003 where
appropriate.
2.2 The specific objectives of this 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
campaign
- To assess whether the campaign has encouraged
home reading amongst those parents who recalled
seeing / hearing advertising
Target audience
2.3 The research was required to be undertaken with the
core target audience of the advertising campaign, and
previous waves of research (to allow for comparison)
namely:
- Parents (both mothers and fathers) that have
two or more children aged between 2 and 8 years
old, one of whom must be a boy
- Respondents who are classified into social
classes C1, C2 and DE
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