| Description | This report was commissioned by the Office of Chief Researcher and provides a post-campaign evaluation of the 2005 Fire Safety media campaign. |
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| ISBN | 0 7559 2828 5 (Web Only) |
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| Official Print Publication Date | December 2005 |
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| Website Publication Date | December 09, 2005 |
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James Law, mruk research
April 2005
ISBN 0 7559 2828 5 (Web only publication)
ISSN 0950 2254
This document is also available in pdf format (620k)
CONTENTS
Executive Summary
Chapter 1 Background and Objectives
Chapter 2 Research Method
Chapter 3 Research Findings
Context
Research analysis approach
Awareness of campaign activity
Respondents' understanding of the campaign
Slogan recall
Recognition of scottish executive campaign
Attitudes towards fire safety and prevention
Presence of smoke alarms
Presence of a smoker in the home
Children in the household
Gender
Geographic areas
Social grade classification
Chapter 4 Conclusions and Recommendations
Appendix 1 Profile of Sample
Appendix 2 Questionnaire
Appendix 3 Campaign Material Shown to Respondents
Appendix 4 Graphical Summary of Attitude Statements
Appendix 5 Geographical Areas and Sampling Points
Appendix 6 Cross Tabulations
The views expressed in this report are those of the researcher and
do not necessarily represent those of the Department or Scottish Ministers.
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