Scottish Government

mruk research Ltd
ISBN 0 7559 6113 7 (Web only publication)
This document is also available in pdf format (932k)

Contents

Executive Summary

Chapter One Campaign Background

Chapter Two Research Aims & Objectives

Chapter Three Research Methodology & Sample
Comparisons with Previous Waves

Chapter Four Advertising Awareness
Spontaneous Recall
Source of Advertising / Publicity Recalled
Spontaneous Content Recalled
Spontaneous Awareness of Pneumococcal
Prompted Awareness of TV Advertising
Prompted Awareness of GP Leaflet & Poster
Prompted Awareness of Outdoor Poster
Total Reach of Campaign
Awareness of Campaign Character

Chapter Five Vaccination Uptake
Motivators to be Vaccinated
Reasons for not Receiving Vaccination
Contact From GP

Chapter Six Attitudes Towards Campaign

Chapter Seven Conclusions & Recommendations

Annex 1 Sample Profile
Annex 2 Calculation for Verified Awareness
Annex 3 Additional Research Findings
Annex 4 Stimulus
Annex 5 Questionnaire for Wave 4

The views expressed in this report are those of the researcher and
do not necessarily represent those of the Department or Scottish Ministers.