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CHAPTER FOUR RESPONDENT PROFILE
4.1 This section of the report summarises the sample
profile.
4.2 Comparisons have been made throughout this report
where appropriate with the research undertaken by
Progressive Partnership in 2003. However, consideration
should be given to variations in campaign strength and
structure across the two waves.
PARENTAL STATUS
4.3 As with the previous study conducted in March 2003,
quotas were imposed on parental status to ensure a higher
proportion of mothers were included within the sample.
NUMBER OF CHILDREN LIVING AT HOME BETWEEN THE
AGES OF 2 TO 8 YRS
4.4 Across both waves the vast majority of respondents
had only two children aged between 2 to 8 years old living
at home (influenced by the selection process for
participation in the research).
NUMBER OF BOYS LIVING AT HOME BETWEEN THE AGES
OF 2 TO 8 YRS
4.5 The majority of respondents had only the 1 boy
between 2 - 8 years old living at home (a prerequisite for
participation in the research). For over one quarter (28%)
two boys aged 2 - 8 years lived at home.
TOTAL NUMBER OF CHILDREN LIVING AT
HOME
4.6 Almost three quarters of respondents had two
children in total living at home, with around a quarter
having three children. Those with three children were
slightly more likely to be living in the Glasgow area
(30%).
AGE & GENDER OF CHILD
4.7 Given the selection criteria, the greatest
proportion of children were aged under 9 years old, with a
bias towards males. However, three quarters of all
respondents also had a girl in the target age group of 2 -
8 years old living at home.
Table 4.1: Age & Gender of
Children
AGE | MALE CHILDREN
% | FEMALE CHILDREN
% | ANY CHILDREN
% |
|---|
0-4 | 57 | 37 | 78 |
|---|
5-8 | 60 | 41 | 81 |
|---|
9-12 | 9 | 6 | 14 |
|---|
13-16 | 2 | 3 | 5 |
|---|
2-8 (target age group) | 100 | 76 | 100 |
|---|
BASE | 400 | 400 | 400 |
|---|
Source:
mruk research, February 2004
SOCIO-ECONOMIC GROUP
4.8 In line with the research undertaken in March 2003,
quota's were applied to ensure a mix of respondents from
C1, C2, DE socio economic groups.
AGE OF PARENT
4.9 A good mix of parental ages was achieved, with age
profiles likely to have been influenced by the selection
criteria for eligibility to participate.
LOCATION
4.10 In order to allow for comparisons over time, an
equal number of interviews were conducted across 4 key
geographical areas of interest in Scotland, namely
Edinburgh, Glasgow, Aberdeen and Dundee.
NEWSPAPER READERSHIP
4.11 In total, around 1 in 3 respondents claimed to read
the Daily Record (35%) or The Sun (34%) on a regular basis.
Readership of The Sun was highest amongst fathers (44%)
compared to mothers (28%) and those living in Edinburgh
(40%).
4.12 Readership of The Daily Record was particularly
strong in Glasgow (67%) in comparison to other sample
areas. Only a small proportion (10%) stated that they did
not regularly read newspapers.
RADIO STATIONS REGULARLY LISTENED TO
4.13 Commercial stations listened to on a regular basis
within the sample areas included Radio Clyde (15%),
Northsound (15%), and Real Radio (12%). One in five
preferred to listen to the national radio station Radio 1
(19%), with a similar proportion claiming not to regularly
listen to the radio.
4.14 Not surprisingly, radio stations regularly listened
to were highly influenced by the geographic areas in which
the fieldwork took place.
4.15 The following table demonstrates this
variation.
Table 4.2: Radio Stations Listened to by
Area
| EDINBURGH
% | GLASGOW
% | DUNDEE
% | ABERDEEN
% |
|---|
Radio Clyde | 1 | 55 | 2 | - |
|---|
Forth FM | 25 | - | 3 | - |
|---|
Northsound | - | - | - | 62 |
|---|
Real Radio | 28 | 20 | 1 | - |
|---|
Don't regularly listen to radio | 33 | 16 | 17 | 7 |
|---|
BASE | 100 | 100 | 100 | 100 |
|---|
Source:
mruk research, February 2004
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