The Scottish Government

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FOOTNOTES

1. 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. ABC1 includes professional, managerial and non-manual occupations, while C2DE includes manual and unskilled occupations and the long-term unemployed.
2. Weighting is the process by which data are adjusted to reflect the known population profile. This is to counter any effects of differential refusal rates, interviewers falling short on particular quotas, or to correct for any over-sampling of minority populations. A 'weight' is the percent assigned to a particular criterion. If this is not carried out then the results will not properly reflect the views of the population being considered.
3. A significance test uses statistical tests to determine whether the observed difference between findings could occur by chance in the populations from which the samples were selected. If findings are significant, the differences could not occur by chance.
4. 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.
5. Reach is the figure of those claiming to have seen or heard the advertising when prompted with the advert in full. The total reach of an advertising campaign combines prompted recall of any of the adverts.
6. Mean scores are calculated by assigning numerical values to respondents' answers - in this case ranging from +2 for Agree Strongly to -2 for Disagree Strongly - 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.
7. 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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