Scottish Government

mruk research Ltd

ISBN 0 7559 6181 1 (Web only publication)

This document is also available in pdf format (424k)

CONTENTS

EXECUTIVE SUMMARY

CHAPTER ONE INTRODUCTION & BACKGROUND
Background
Research Objectives
Context

CHAPTER TWO RESEARCH METHOD AND ANALYSIS
Research Method
Analysis Approach

CHAPTER THREE RESEARCH FINDINGS
Awareness of Campaign Activity
Respondents' Understanding of the Campaign
Slogan Recall
Recognition of most Recent Scottish Executive Advertising
Attitudes to the Advertising
Attitudes to Fire Safety And Prevention
Presence of Smoke Alarms
Presence of a Smoker In The Home

CHAPTER FOUR CONCLUSIONS & RECOMMENDATIONS
Conclusions
Recommendations

APPENDIX 1 QUESTIONNAIRE

APPENDIX 2 SOCIAL GRADE CLASSIFICATIONS

APPENDIX 3 SAMPLE PROFILE

APPENDIX 4 SAMPLE POINTS

APPENDIX 5 CAMPAIGN MATERIAL SHOWN TO RESPONDENTS