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Footnotes
1. Respondents were asked this on three levels: a) whether they know any close friends or relatives who have been victims of domestic abuse, b) whether they personally have ever been the victim, c) whether they have been responsible for abuse of partner.
2. The term reach refers to the number claiming to have seen an advert when they are prompted with it.
3. The 2004 Domestic Abuse campaign only used Channel 4 and Channel 5 to show TV advertising, whereas the current and previous campaigns used ITV in addition to Channels 4 & 5. The more limited television coverage used in 2004 meant a lower level of reach for the TV advertising at Wave 8.
4. Total campaign reach in this instance is the combined figure of those claiming to have seen a TV ad or heard a radio ad when prompted.
5. The standard six social grades, commonly used in research, are based on the current or previous occupation of the chief income earner in the household. AB includes higher and intermediate managerial, administrative and professional occupations, C1 includes supervisory or clerical, and junior managerial, administrative or professional occupations, C2 includes skilled manual workers whilst DE includes semi and unskilled occupations, state pensioners and the long-term unemployed.
6. Geographic regions are defined by the constituencies in which interviews were conducted. Each constituency is then assigned into one of 4 broad geographic areas: north, south, east or west.
7. The 'any' figure is comprised of anyone who claimed to a) know any close friends or relatives who were victims of domestic abuse, b) have personally ever been the victim, c) have been responsible for abuse of partner.
8. Respondents who recall seeing or hearing advertising can have difficulty in recalling exactly where they saw or heard it. As TV has the highest impact of all media it is often 'top-of-mind' for respondents. Thus when respondents are asked to identify where they saw or heard advertising television is generally the automatic point of reference for many.
9. A campaign effect is a situation where respondents who have seen campaign advertising are more likely to agree with statements relating to campaign communication objectives than those who have not.
10. Mean scores are calculated by assigning numerical values to respondents' answers - in this case ranging from +2 for Totally Acceptable to -2 for Totally Unacceptable - multiplying the values by the frequency for that response, adding the derived values then dividing the total by the number of respondents answering the question. Mean scores enable an easy comparison of the strength of respondents' views within sub-groups on attitude statements.
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