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“ Childhood Without Violence ” campaign Children Support Centre March 2007. Alma Tamošaitytė Head of Human Resources Research department TNS Gallup [email protected] ; www.tns-gallup.lt. Contents. Research methodology.. ……….……………………………………………………...… ... 3 - PowerPoint PPT Presentation
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1
“Childhood Without Violence” campaign
Children Support Centre
March 2007
Alma TamošaitytėHead of Human Resources Research departmentTNS [email protected] ; www.tns-gallup.lt
2
Contents
Research methodology..……….……………………………………………………...…...3
Research conclusions….……..……………………………………………………………8
Research results…...……………………………………………………………………...11
Participation in the survey.………………………………………………………….12
General results…..…………………………………………………………………..20
Have you noticed the ongoing “Childhood Without Violence” campaign?....….26
Have you recently noticed some information inputs of the campaign?...……...32
Do you consider the “Childhood Without Violence” campaign useful?..………57
3
Research methodologyResearch methodology
4
The overview of the research (I)
To estimate if Lithuania’s people are aware of the ongoing “Childhood Without Violence” campaign and how useful it is.
The objective of the research:
The research was organized using the Omnibus survey techniques. Respondents were directly interviewed at their home.
The method of the research:
The sample (I):
The respondents were selected for the research using the multi-stage random sampling. At the first stage the geographical sampling is performed. The proportions of geographical selection fit the population proportions in respective regions. The up-to-date data is provided by the Statistics Department of the Republic of Lithuania. At the second stage the primary sampling items (i.e. addresses) are randomly selected from the database of the Population Register. 69 items are selected in general; they are used as starting points for sampling routes. Then the participating households are selected. This selection is performed by the random route sampling method. From the starting point of the selection, every 10 th household in urban areas (or every 5th in rural areas) is visited.
5
The overview of the research (II)
Data analysis was performed using the SPSS/PC software. General distribution of the responses is provided in the report. The research population exactly corresponds to the general breakdown of the Lithuanian population by sex, age, ethnical background, education and living place.
Data analysis:
Quality control:The Interviewer department checked 10% of the interviewers’ work by phone. The Data Input department checked the logic and correctness of the work. The Data Analysis department checked the quality of 10% questionnaire input.
The sample (II):
At the next stage the particular respondent is selected by the rule of “the nearest birthday”.
6
The overview of the research(III)
12-18 February 2006
Fieldwork:
The survey represents the whole Lithuanian population of 15 to 74 years age.The survey sample is 514 respondents.
Respondents:
7
Sample
size
Distribution of the answers
50 45/55 40/60 35/65 30/70 25/75 20/80 15/85 10/90 5/95
10 31 30.8 30.4 29.6 28.4 26.8 24.8 22.1 18.6 13.5
30 17.9 17.6 17.5 17.1 16.4 15.5 14.3 12.8 10.7 7.8
50 13.9 13.8 13.6 13.2 12.7 12 11.1 9.9 8.3 6
75 11.3 11.3 11.1 10.8 10.4 9.8 9.1 8.1 6.8 4.9
100 9.8 9.8 9.6 9.3 9 8.5 7.8 7 5.9 4.3
150 8 8 7.8 7.6 7.3 6.9 6.4 5.7 4.8 3.5
200 6.9 6.9 6.8 6.6 6.4 6 5.5 4.9 4.2 3
300 5.7 5.6 5.5 5.4 5.2 4.9 4.5 4 3.4 2.5
400 4.9 4.9 4.8 4.7 4.5 4.2 3.9 3.5 2.9 2.1
500 4.4 4.4 4.3 4.2 4 3.8 3.5 3.1 2.6 1.9
600 4 4 3.9 3.8 3.7 3.5 3.2 2.9 2.4 1.7
700 3.7 3.7 3.6 3.5 3.4 3.2 3 2.6 2.2 1.6
800 3.5 3.4 3.4 3.3 3.2 3 2.8 2.5 2.1 1.5
900 3.3 3.2 3.2 3.1 3 2.8 2.6 2.3 2 1.4
1000 3.1 3.1 3 3 2.8 2.7 2.5 2.2 1.9 1.4
It is necessary to consider the statistical error when evaluating the results. The error appears due to the sampling, since the survey does not cover the whole population. The error is calculated mathematically.
The table below presents the errors which vary depending on the number of respondents and the distribution of answers.
Data statistical error
Example: Let us assume that 500 respondents answered the question if they know X. 40% said they have heard of X. It means
that with confidence of 95% we can claim that the true meaning is in interval of 40% ± 4.3%.
8
Research conclusionsResearch conclusions
9
Conclusions (I)
The “Childhood Without Violence” campaign was successful both on the awareness and usefulness aspects:
The majority of the respondents knew about the campaign.
The most successful way of providing information is TV and radio broadcasting, while the least likely way to reach the audience was the posters and leaflets.
Almost all the respondents claim the “Childhood Without Violence” campaign is necessary.
10
Conclusions (II) The women were more interested in the “Childhood Without Violence” campaign
and more likely to consider it useful than the men.
The trend is that the older the respondents are, the less they know about the “Childhood Without Violence” campaign and consider it useful.
The youngest respondents noticed the campaign more often than others. All the young people claimed the campaign is necessary.
The aged respondents were less interested in the campaign and tended to devalue its usefulness.
In the biggest cities* the percentage of awareness and usefulness perception of the “Childhood Without Violence” campaign was higher than elsewhere.
People living alone, the divorced and the widow(er)s were the least aware of the “Childhood Without Violence” campaign
* Vilnius, Kaunas, Klaipėda, Šiauliai, and Panevėžys.
11
The research resultsThe research results
12
Respondent distribution by sex
N=514
242
272
4753
0
50
100
150
200
250
300
Men Women0
10
20
30
40
50
60
70
n %
13
Respondent distribution by age group
N=514
52
95102
93
72
100
102018 2018 14
0
50
100
150
15 - 19 y. 20 - 29 y. 30 - 39 y. 40 - 49 y. 50 - 59 y. 60 - 74 y.
0
10
20
30
40
50
60
70
n %
14
Respondent distribution by living place
N=514
83
5229 20
313
1716
61
610
4 30
50
100
150
200
250
300
350
Vilnius Kaunas Klaipėda Šiauliai Panevėžys Other cities 0
10
20
30
40
50
60
70
n %
15
Respondent distribution by education
N=514
61
90
165
124
74
12
32
18
24
14
0
50
100
150
200
Primary (elementary)
Basic High school (secondary)
Further technical (vocational)
High0
10
20
30
40
50
60
70
n %
16
Respondent distribution by occupation
N=514
220
122
68
49
1623
16
43
3
13
24
310
40
50
100
150
200
250
Wage-earner
Retired Pupil,student
Unemployed Self-employed
Housewife On maternityleave
0
10
20
30
40
50
60
70
n %
17
Respondent distribution by family situation
N=514
291
115 10857
2122
0
50
100
150
200
250
300
Married / living togetheras a couple
Single Living separately, divorced,widowed
0
10
20
30
40
50
60
70
n %
18
Respondent distribution by income
N=514
40
60
80
112
87
135
8
171612
2226
0
50
100
150
Less than 200 Lt
201-350 Lt 351-450 Lt 451-600 Lt More than 601 Lt
Did not respond
0
10
20
30
40
50
n %
19
Have you noticed the ongoing “Childhood Without Violence” campaign?
67%
33%
Taip NeNo Yes
N=514
Almost two thirds of all the respondents have noticed the “Childhood Without Violence” campaign.
20
Have you recently noticed these information inputs of the “Childhood Without Violence” campaign?
N=514
Out of all inputs of the “Childhood Without Violence” campaign the TV advertisement was mostly noticed.
The printed info, especially leaflets, were noticed less often than the broadcasted one.
12%
28%
39%
59%
88%
72%
61%
41%
Leaflet “10 stepsto become better
parents”
Poster with a girladdressing the adult
Radio advertisementwith children addressing
the adult
TV advertisement witha girl shouting at her
teddy bear
Yes No
21
28%
30%
23%
15%
4%
Did not notice a single info input Noticed one inputNoticed two inputs Noticed three inputs
Noticed all inputs
The overwhelming majority of the respondents have noticed at least one campaign info input.
The awareness of the “Childhood Without Violence” campaign information
N=514
22
Noticed the CWV campaign
79%
17%4%
Noticed all the info Noticed part of the info
Noticed no info
Did not notice the CWV campaign
5%
45%50%
Noticed all the info
Noticed part of the info
Noticed no info
The awareness of the “Childhood Without Violence” campaign and its information
Most respondents who noticed the ongoing CWV campaign were aware of its information partly.
Half of those who claimed no aware of the campaign still noticed some or even all of the campaign information inputs.
23
56%
39%
3%
1%
1%
Very useful Useful Useless Totally useless Don't know
Do you consider the “Childhood Without Violence” campaign useful?
Remark: the respondents who did not notice any CWV campaign information
input did not have to answer this question.
24
Have you noticed the ongoing “Childhood Without Violence” campaign? Sex
The women tended to notice the CWV campaign more often than the men.
61
73
67
39
27
33
0% 20% 40% 60% 80% 100%
Men (N=242)
Women (N=272)
Overall (N=514)
Yes No
25
Have you noticed the ongoing “Childhood Without Violence” campaign? Age group
The youngest respondents were the most aware of the CWV campaign, while the aged were the least aware.
81
68
72
70
66
52
67
19
32
28
30
34
48
33
0% 20% 40% 60% 80% 100%
15-19 y. (N=52)
20-29 y. (N=95)
30-39 y. (N=102)
40-49 y. (N=93)
50-59 y. (N=72)
60-74 y. (N=100)
Overall (N=514)
Yes No
26
Have you noticed the ongoing “Childhood Without Violence” campaign? Living place
The respondents living in the biggest cities tended to more often notice the CWV campaign than those living elsewhere.
62
68
73
79
80
87
67
38
32
27
21
20
13
33
0% 20% 40% 60% 80% 100%
Rest of Lithuania (N=313)
Kaunas (N=52)
Vilnius (N=83)
Šiauliai (N=20)
Klaipėda (N=29)
Panevėžys (N=17)
Overall (N=514)
Yes No
27
Have you noticed the ongoing “Childhood Without Violence” campaign? Occupation
The pensioners, self-employed and unemployed tended to notice the CVW campaign less often than others.
53
56
56
74
75
76
78
67
47
44
44
26
25
24
22
33
0% 20% 40% 60% 80% 100%
Retired (N=122)
Self-employed (N=23)
Unemployed (N=49)
On maternity leave (N=16)
Wage-earner (N=220)
Pupil/ student (N=68)
Housewife (N=16)
Overall (N=514)
Yes No
28
Have you noticed the ongoing “Childhood Without Violence” campaign? Family situation
Those living separately, widowed or divorced were less aware of the CWV campaign.
55
70
72
67
45
30
28
33
0% 20% 40% 60% 80% 100%
Living separately, widowed or divorced(N=108)
Married or living together as a couple (N=291)
Singles (N=115)
Overall (N=514)
Yes No
29
Have you recently noticed the TV advertisement with a girl shouting at her teddy bear? Sex
57
60
59
43
40
41
0% 20% 40% 60% 80% 100%
Men (N=242)
Women (N=272)
Overall (N=514)
Yes No
30
Have you recently noticed the TV advertisement with a girl shouting at her teddy bear? Age group
46
54
64
64
55
61
59
54
46
36
36
45
39
41
0% 20% 40% 60% 80% 100%
15-19 y. (N=52)
20-29 y. (N=95)
30-39 y. (N=102)
40-49 y. (N=93)
50-59 y. (N=72)
60-74 y. (N=100)
Overall (N=514)
Yes No
31
Have you recently noticed the TV advertisement with a girl shouting at her teddy bear? Living place
60
43
55
63
63
81
59
40
57
45
37
37
19
41
0% 20% 40% 60% 80% 100%
Rest of Lithuania (N=313)
Kaunas (N=52)
Vilnius (N=83)
Klaipėda (N=29)
Panevėžys (N=17)
Šiauliai (N=20)
Overall (N=514)
Yes No
32
Have you recently noticed the TV advertisement with a girl shouting at her teddy bear? Occupation
50
53
57
60
61
62
64
59
50
47
43
40
39
38
36
41
0% 20% 40% 60% 80% 100%
Pupil/student (N=68)
Unemployed (N=49)
Housewife (N=16)
Retired (N=122)
Wage-earner (N=220)
Self-employed (N=23)
On maternity leave (N=16)
Overall (N=514)
Yes No
33
Have you recently noticed the TV advertisement with a girl shouting at her teddy bear? Family situation
50
56
63
59
50
44
37
41
0% 20% 40% 60% 80% 100%
Single (N=115)
Living separately, divorced or widowed (N=108)
Married or living together as a couple (N=291)
Overall (N=514)
Yes No
34
Have you recently noticed the advertisement on the radio with children addressing the adult? Sex
39
40
39
61
60
61
0% 20% 40% 60% 80% 100%
Men (N=242)
Women (N=272)
Overall (N=514)
Yes No
35
Have you recently noticed the advertisement on the radio with children addressing the adult? Age group
40
39
42
35
36
43
39
60
61
58
65
64
57
61
0% 20% 40% 60% 80% 100%
15-19 y. (N=52)
20-29 y. (N=95)
30-39 y. (N=102)
40-49 y. (N=93)
50-59 y. (N=72)
60-74 y. (N=100)
Overall (N=514)
Yes No
36
Have you recently noticed the advertisement on the radio with children addressing the adult? Living place
39
34
36
39
45
61
39
61
66
64
61
55
39
61
0% 20% 40% 60% 80% 100%
Rest of Lithuania (N=313)
Kaunas (N=52)
Klaipėda (N=29)
Vilnius (N=83)
Panevėžys (N=17)
Šiauliai (N=20)
Overall (N=514)
Yes No
37
Have you recently noticed the advertisement on the radio with children addressing the adult? Occupation
31
35
36
40
40
45
66
39
69
65
64
60
60
55
34
61
0% 20% 40% 60% 80% 100%
Housewife (N=16)
On maternity leave (N=16)
Wage-earner (N=220)
Retired (N=122)
Pupil/ student (N=68)
Unemployed (N=49)
Self-employed (N=23)
Overall (N=514)
Yes No
38
Have you recently noticed the advertisement on the radio with children addressing the adult? Family situation
35
40
41
39
65
60
59
61
0% 20% 40% 60% 80% 100%
Living separately, divorced or widowed (N=108)
Single (N=115)
Married or living together as a couple (N=291)
Overall (N=514)
Yes No
39
Have you recently noticed a leaflet “10 steps to become better parents”? Sex
Women tended to notice the leaflet more often than men.
9
15
12
91
85
88
0% 20% 40% 60% 80% 100%
Men (N=242)
Women (N=272)
Overall (N=514)
Yes No
40
Have you recently noticed a leaflet “10 steps to become better parents”? Age group
The youngest respondents were mostly aware of the leaflet.
23
12
13
17
5
5
12
77
88
87
83
95
95
88
0% 20% 40% 60% 80% 100%
15-19 y. (N=52)
20-29 y. (N=95)
30-39 y. (N=102)
40-49 y. (N=93)
50-59 y. (N=72)
60-74 y. (N=100)
Overall (N=514)
Yes No
41
Have you recently noticed a leaflet “10 steps to become better parents”? Living place
The respondents living in Klaipėda noticed the leaflet the most often, while those living in Šiauliai did not see a single leaflet.
7
14
19
36
12
93
100
86
82
81
64
88
18
0% 20% 40% 60% 80% 100%
Rest of Lith. (N=313)
Šiauliai (N=20)
Panevėžys (N=17)
Kaunas (N=52)
Vilnius (N=83)
Klaipėda (N=29)
Overall (N=514)
Yes No
42
Have you recently noticed a leaflet “10 steps to become better parents”? Occupation
The pupils, students, and the self-employed tended to notice the leaflet of the CWV campaign more often than other respondents.
7
8
9
9
11
21
26
12
93
92
91
91
89
79
74
88
0% 20% 40% 60% 80% 100%
Unemployed (N=49)
Retired (N=122)
On maternity leave (N=16)
Housewife (N=16)
Wage-earner (N=220)
Pupil/ student (N=68)
Self-employed (N=23)
Overall (N=514)
Yes No
43
Have you recently noticed a leaflet “10 steps to become better parents”? Family situation
The singles tended more often to notice the leaflet than the others.
10
11
16
12
90
89
84
88
0% 20% 40% 60% 80% 100%
Living separately, widowed or divorced (N=108)
Married or living together as a couple (N=291)
Single (N=115)
Overall (N=514)
Yes No
44
Have you recently noticed a poster with a girl addressing the adult? Sex
24
32
28
76
68
72
0% 20% 40% 60% 80% 100%
Men (N=242)
Women (N=272)
Overall (N=514)
Yes No
45
Have you recently noticed a poster with a girl addressing the adult? Age group
The youngest respondents mostly tended to notice the poster.
47
30
25
33
16
25
28
53
70
75
67
84
75
72
0% 20% 40% 60% 80% 100%
15-19 y. (N=52)
20-29 y. (N=95)
30-39 y. (N=102)
40-49 y. (N=93)
50-59 y. (N=72)
60-74 y. (N=100)
Overall (N=514)
Yes No
46
Have you recently noticed a poster with a girl addressing the adult? Living place
The poster was mostly noticed in Klaipeda.
24
19
21
31
38
58
28
76
81
79
69
62
42
72
0% 20% 40% 60% 80% 100%
Rest of Lith. (N=313)
Šiauliai (N=20)
Panevėžys (N=17)
Vilnius (N=83)
Kaunas (N=52)
Klaipėda (N=29)
Overall (N=514)
Yes No
47
Have you recently noticed a poster with a girl addressing the adult? Occupation
The pupils, students and the self-employed tended to notice the poster more than others.
20
22
24
25
27
38
47
28
80
78
76
75
73
62
53
72
0% 20% 40% 60% 80% 100%
Unemployed (N=49)
Housewife (N=16)
On maternity leave (N=16)
Wage-earner (N=220)
Retired (N=122)
Self-employed (N=23)
Pupil/ student (N=68)
Overall (N=514)
Yes No
48
Have you recently noticed a poster with a girl addressing the adult? Family situation
The singles tended to notice the poster more often than others.
25
27
32
28
75
73
68
72
0% 20% 40% 60% 80% 100%
Living separately, divorced or widowed(N=108)
Married or living together as a couple(N=291)
Single (N=115)
Overall (N=514)
Yes No
49
Do you consider the “Childhood Without Violence” campaign useful? Sex
51
59
55
44
35
39
3
4
3
1
1
1 1
2
1
0% 20% 40% 60% 80% 100%
Men (N=172)
Women (N=199)
Overall (N=371)
Very useful Useful Useless Totally useless Do not know
50
Do you consider the “Childhood Without Violence” campaign useful? Age group
The older the respondent is, the less he/she considers the campaign useful.
All the young respondents considered the campaign useful.
53
61
55
61
55
45
55
47
36
44
31
35
41
39
2
4
7
7
3
2
3
3
2
4
1
1
1
1
0% 20% 40% 60% 80% 100%
15-19 y. (N=41)
20-29 y. (N=67)
30-39 y. (N=81)
40-49 y. (N=71)
50-59 y. (N=46)
60-74 y. (N=66)
Overall (N=371)
Very useful Useful Useless Totally useless Do not know
51
Do you consider the “Childhood Without Violence” campaign useful? Living place
The respondents living in the biggest cities tended to think more often that the campaign is useful.
All respondents living in Klaipėda ir Šiauliai considered the campaign useful.
45
40
45
49
66
95
55
41
60
53
42
32
5
39
7
2
5
3
2
4
3
1
1
1
1
2
0% 20% 40% 60% 80% 100%
Rest of Lith. (N=219)
Šiauliai (N=16)
Kaunas (N=37)
Panevėžys (N=14)
Vilnius (N=62)
Klaipėda (N=23)
Overall (N=371)
Very useful Useful Useless Totally useless Do not know
52
Do you consider the “Childhood Without Violence” campaign useful? Occupation
Almost all the respondents think the campaign is useful while among pupils and students there was no a single respondent claiming it is useless.
32
42
47
52
57
61
62
55
48
37
41
48
38
25
36
39
11
21
6
13
3
1
5
1
3
8
1
4
1
0,4
0% 20% 40% 60% 80% 100%
Housewife (N=12)
On maternity leave (N=14)
Retired (N=77)
Pupil/ student (N=56)
Unemployed (N=29)
Self-employed (N=19)
Wage-earner (N=165)
Overall (N=371)
Very useful Useful Useless Totally useless Do not know
53
Do you consider the “Childhood Without Violence” campaign useful? Family situation
53
56
56
55
43
37
38
39
4
4
3
2
1
1
3
1
1
1
2
0% 20% 40% 60% 80% 100%
Single (N=84)
Living separately, divorced orwidowed (N=73)
Married or living together as a couple(N=214)
Overall (N=371)
Very useful Useful Useless Totally useless Do not know
