Scottish Opinion Ltd
ISBN 0 7559 1152 0 (Web only publication)
This document is also available in pdf format (80k)
CONTENTS
FIELDWORK DETAILS
TABLE 1.1 - Q1 BY AGE, SEX AND SOCIAL GRADE
TABLE 1.2 - Q1 BY LOCATION
TABLE 2.1 - Q2 BY AGE, SEX AND SOCIAL GRADE.
TABLE 2.2 - Q2 BY LOCATION
TABLE 2.3 - Q2A OTHER RESPONSES
TABLE 3.1 - Q3 BY AGE, SEX AND SOCIAL CLASS
TABLE 3.2 - Q3 BY LOCATION
TABLE 4.1 -Q3 BY Q2
FIELDWORK DETAILS
- Sample: Scottish adults age 18+ (Weighted to be representative of the Scottish population by age, sex and social grade)
- Location: All 73 Scottish Parliamentary constituencies
- Methodology: Telephone interviews by CATI (Computer Aided Telephone Interviewing)
- Fieldwork dates: Monday 29 th March to Monday 5 th April 2004
Table 1.1 Q1 Have you seen any advertising about speeding recently? By age, sex and social grade.
| | Age | Social Class | Gender |
|---|
18 - 24 | 25 - 34 | 35 - 44 | 45 - 54 | 55 - 64 | 65+ | AB | C1 | C2 | DE | Male | Female |
|---|
Unweighted | 1000 | 81 | 136 | 222 | 179 | 163 | 219 | 123 | 400 | 215 | 262 | 484 | 516 |
|---|
Weighted | 1000 | 113 | 195 | 197 | 160 | 132 | 204 | 186 | 279 | 200 | 335 | 478 | 522 |
|---|
Yes | 566 | 59 | 116 | 143 | 86 | 63 | 100 | 116 | 149 | 122 | 179 | 283 | 283 |
|---|
57% | 52% | 59% | 72% | 54% | 48% | 49% | 62% | 53% | 61% | 54% | 59% | 54% |
No | 428 | 54 | 78 | 54 | 73 | 68 | 101 | 68 | 128 | 77 | 154 | 195 | 233 |
|---|
43% | 48% | 40% | 27% | 46% | 52% | 50% | 37% | 46% | 38% | 46% | 41% | 45% |
Unsure/don't know | 6 | - | 2 | - | 1 | - | 3 | 2 | 2 | 1 | 1 | - | 6 |
|---|
1% | - | 1% | - | - | - | 1% | 1% | 1% | 1% | 0% | - | 1% |
Table 1.2 Q1 Have you seen any advertising about speeding recently? By Location.
| | Central | Dumfries | Fife | Grampian | Highlands & Islands | Lothian & Borders | Strathclyde | Tayside |
|---|
Unweighted | 1000 | 50 | 29 | 68 | 91 | 82 | 161 | 455 | 64 |
|---|
Weighted | 1000 | 46 | 30 | 70 | 93 | 81 | 176 | 448 | 57 |
|---|
Yes | 566 | 24 | 14 | 43 | 57 | 37 | 98 | 259 | 35 |
|---|
57% | 51% | 45% | 61% | 62% | 45% | 56% | 58% | 62% |
No | 428 | 22 | 16 | 27 | 35 | 42 | 78 | 185 | 22 |
|---|
43% | 49% | 55% | 39% | 38% | 52% | 44% | 41% | 38% |
Unsure/don't know | 6 | - | - | - | - | 2 | - | 4 | - |
|---|
1% | - | - | - | 1% | 3% | - | 1% | - |
Table 2.1 Q2 - What was the name of the campaign? First mention. By age, sex and social grade.
| | Age | Social Class | Gender |
|---|
18 - 24 | 25 - 34 | 35 - 44 | 45 - 54 | 55 - 64 | 65+ | AB | C1 | C2 | DE | Male | Female |
|---|
Unweighted | 561 | 42 | 82 | 149 | 98 | 81 | 109 | 68 | 222 | 131 | 140 | 278 | 283 |
|---|
Weighted | 566 | 59 | 116 | 143 | 86 | 63 | 100 | 116 | 149 | 122 | 179 | 283 | 283 |
|---|
Check your speed | 16 | 3 | 2 | 4 | 2 | 4 | - | 3 | 4 | 3 | 6 | 8 | 8 |
|---|
3% | 6% | 2% | 3% | 2% | 7% | - | 3% | 3% | 2% | 3% | 3% | 3% |
Foolspeed | 49 | 9 | 9 | 21 | 7 | 1 | 2 | 19 | 20 | 3 | 7 | 31 | 18 |
|---|
9% | 15% | 8% | 15% | 8% | 2% | 2% | 16% | 13% | 3% | 4% | 11% | 6% |
Cameras cut crashes | 4 | - | 1 | 2 | - | 1 | 1 | - | 2 | 1 | 1 | 2 | 3 |
|---|
1% | - | 1% | 1% | - | 1% | 1% | - | 2% | 1% | 1% | 1% | 1% |
Know the Score | 5 | - | 1 | 1 | 2 | 1 | - | 2 | 1 | 2 | - | 2 | 3 |
|---|
1% | - | 1% | 1% | 2% | 1% | - | 1% | 1% | 2% | - | 1% | 1% |
Other (specify) | 69 | 7 | 17 | 14 | 19 | 6 | 6 | 16 | 26 | 13 | 15 | 34 | 35 |
|---|
12% | 13% | 14% | 10% | 22% | 9% | 6% | 14% | 17% | 10% | 8% | 12% | 12% |
Unsure | 423 | 39 | 85 | 101 | 57 | 50 | 91 | 76 | 96 | 101 | 150 | 207 | 216 |
|---|
75% | 66% | 73% | 71% | 66% | 80% | 91% | 66% | 64% | 82% | 84% | 73% | 76% |
Table 2.2 Q2 - What was the name of the campaign? First mention. By Location.
| | Central | Dumfries | Fife | Grampian | Highlands & Islands | Lothian & Borders | Strathclyde | Tayside |
|---|
Unweighted | 561 | 27 | 15 | 43 | 56 | 40 | 82 | 260 | 38 |
|---|
Weighted | 566 | 24 | 14 | 43 | 57 | 37 | 98 | 259 | 35 |
|---|
Check your speed | 16 | 1 | - | - | 1 | - | 5 | 8 | - |
|---|
3% | 6% | - | - | 2% | - | 5% | 3% | - |
Foolspeed | 49 | 1 | 1 | 6 | 5 | 5 | 15 | 15 | 3 |
|---|
9% | 3% | 3% | 13% | 8% | 14% | 15% | 6% | 8% |
Cameras cut crashes | 4 | - | - | - | - | - | - | 4 | 1 |
|---|
1% | - | - | - | - | - | - | 1% | 1% |
Know the Score | 5 | - | - | - | - | - | 3 | 1 | 1 |
|---|
1% | - | - | - | - | - | 3% | 1% | 2% |
Other (specify) | 69 | 3 | 1 | 3 | 7 | 1 | 7 | 41 | 6 |
|---|
12% | 11% | 6% | 8% | 12% | 3% | 7% | 16% | 18% |
Unsure | 423 | 19 | 12 | 34 | 44 | 30 | 68 | 190 | 25 |
|---|
75% | 80% | 91% | 79% | 77% | 82% | 70% | 73% | 71% |
Table 2.3 Q2a What was the name of this campaign? First Mention. - Other responses
Speed kills / speeding kills / speedkills | 26 |
|---|
National no speeding day / national no speed day / national speed day / no speeding day | 12 |
|---|
Twenty's plenty / 20's plenty | 9 |
|---|
Kill speed / kill speed now / kill your speed | 4 |
|---|
Think speed / think! / stop, think | 4 |
|---|
Slow down in town | 3 |
|---|
Seatbelts | 2 |
|---|
Slow down | 2 |
|---|
30s plenty | 1 |
|---|
Are you too close? | 1 |
|---|
Crack down for 1st April | 1 |
|---|
Cut down speed | 1 |
|---|
Don't speed over 30mph in a built up area | 1 |
|---|
National speedweek | 1 |
|---|
No speeding | 1 |
|---|
Reduce speed in villages | 1 |
|---|
Slow down to 5 to save lives | 1 |
|---|
Speed awareness | 1 |
|---|
Speeding costs | 1 |
|---|
Too many drivers speeding | 1 |
|---|
Tv ad with 2 folk, one says the other is a mug | 1 |
|---|
Watch your speed | 1 |
|---|
Table 3.1 Q3 - How effective do you think this advertising is? By age, sex and social grade
| | Age | Social Class | Gender |
|---|
18 - 24 | 25 - 34 | 35 - 44 | 45 - 54 | 55 - 64 | 65+ | AB | C1 | C2 | DE | Male | Female |
|---|
Unweighted | 561 | 42 | 82 | 149 | 98 | 81 | 109 | 68 | 222 | 131 | 140 | 278 | 283 |
|---|
Weighted | 566 | 59 | 116 | 143 | 86 | 63 | 100 | 116 | 149 | 122 | 179 | 283 | 283 |
|---|
Very effective | 94 | 17 | 25 | 17 | 14 | 8 | 12 | 14 | 27 | 18 | 34 | 32 | 62 |
|---|
17% | 29% | 22% | 12% | 16% | 13% | 12% | 12% | 18% | 15% | 19% | 11% | 22% |
Quite effective | 265 | 29 | 60 | 72 | 40 | 25 | 39 | 65 | 64 | 56 | 81 | 132 | 134 |
|---|
47% | 49% | 52% | 50% | 47% | 40% | 39% | 56% | 43% | 45% | 45% | 46% | 47% |
Neither/nor | 77 | 5 | 5 | 18 | 16 | 13 | 21 | 9 | 23 | 17 | 27 | 39 | 38 |
|---|
14% | 9% | 4% | 12% | 18% | 20% | 21% | 8% | 15% | 14% | 15% | 14% | 13% |
Not very effective | 92 | 4 | 16 | 29 | 12 | 13 | 19 | 22 | 26 | 18 | 26 | 52 | 41 |
|---|
16% | 7% | 14% | 20% | 14% | 20% | 19% | 19% | 17% | 15% | 14% | 18% | 14% |
Not at all effective | 38 | 4 | 10 | 7 | 4 | 4 | 10 | 5 | 9 | 13 | 11 | 29 | 9 |
|---|
7% | 6% | 8% | 5% | 4% | 7% | 10% | 4% | 6% | 10% | 6% | 10% | 3% |
Table 3.2 Q3 - How effective do you think this advertising is? By Location.
| | Central | Dumfries | Fife | Grampian | Highlands & Islands | Lothian & Borders | Strathclyde | Tayside |
|---|
Unweighted | 561 | 27 | 15 | 43 | 56 | 40 | 82 | 260 | 38 |
|---|
Weighted | 566 | 24 | 14 | 43 | 57 | 37 | 98 | 259 | 35 |
|---|
Very effective | 94 | 5 | 4 | 9 | 6 | 4 | 12 | 49 | 4 |
|---|
17% | 21% | 32% | 21% | 11% | 11% | 12% | 19% | 12% |
Quite effective | 265 | 13 | 6 | 16 | 22 | 16 | 55 | 119 | 18 |
|---|
47% | 54% | 42% | 37% | 39% | 43% | 57% | 46% | 51% |
Neither/nor | 77 | 1 | 1 | 6 | 8 | 11 | 10 | 34 | 6 |
|---|
14% | 5% | 5% | 14% | 14% | 31% | 10% | 13% | 17% |
Not very effective | 92 | 3 | 3 | 8 | 18 | 5 | 13 | 37 | 6 |
|---|
16% | 14% | 21% | 18% | 32% | 14% | 13% | 14% | 16% |
Not at all effective | 38 | 2 | - | 4 | 2 | 1 | 8 | 20 | 1 |
|---|
7% | 6% | - | 10% | 4% | 1% | 8% | 8% | 4% |
Table 4.1 Q3 - How effective do you think this advertising is? By What was the name of the campaign?
| | Check your speed | Foolspeed | Cameras cut crashes | Know the Score | Other | Unsure |
|---|
Unweighted | 561 | 15 | 42 | 6 | 5 | 76 | 417 |
|---|
Weighted | 566 | 16 | 49 | 4 | 5 | 69 | 423 |
|---|
Very effective | 94 | 3 | 10 | - | - | 6 | 75 |
|---|
17% | 16% | 20% | - | - | 9% | 18% |
Quite effective | 265 | 9 | 28 | 1 | 3 | 31 | 194 |
|---|
47% | 56% | 57% | 34% | 57% | 45% | 46% |
Neither/nor | 77 | 0 | 8 | 2 | - | 9 | 57 |
|---|
14% | 3% | 17% | 41% | - | 13% | 14% |
Not very effective | 92 | 4 | 2 | 1 | 2 | 14 | 69 |
|---|
16% | 26% | 5% | 25% | 43% | 20% | 16% |
Not at all effective | 38 | - | 1 | - | - | 9 | 28 |
|---|
7% | - | 2% | - | - | 13% | 7% |