Scottish Government

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.