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