The
Raising Kids Who Don’t Smoke brochures and tip sheets were tested prior to and following their distribution to parents. We did this to assure that the purpose and content of each brochure/tip sheet was clear, relevant and useful to parents. We also conducted research to measure the extent to which the brochure/tip sheet encouraged and aided parents in talking to their kids about not smoking.
Pre-market qualitative research was conducted with parents of kids aged 10-17 in order to aid in the development of each of the
Raising Kids Who Don’t Smoke brochures and tip sheets. We used this qualitative research to refine the brochure or tip sheet content for greater clarity, relevance and usefulness; to ensure graphic appeal; and to gauge the extent to which parents found the brochures/tip sheets to be useful tools in helping them talk to their kids about not smoking.
During qualitative research for the
Raising Kids Who Don’t Smoke brochure, parent respondents indicated that the brochure provided unique, informative and actionable information about preventing youth smoking, and many parents were inspired and motivated to talk to their kids about not smoking after reading the brochure.
1 Similar positive findings were obtained during qualitative research for the other parent brochures in the series.
2,3
Pre-market quantitative research was conducted prior to printing and distributing each brochure/tip sheet via one-on-one interviews with parents of kids ages 10-17 using a mall intercept methodology. We used this research to evaluate the clarity of the main message (and any secondary messages) of each brochure/tip sheet, to measure parents’ reactions to the brochures/tip sheets in terms of likeability and level of agreement with attitudinal statements and descriptors, and to measure the extent to which the brochures/tip sheets inspired and enabled parents to have meaningful conversations with their children about not smoking.
According to pre-market quantitative research for the
Raising Kids Who Don’t Smoke brochure, parent respondents reacted extremely positively to the brochure through their overall liking scores (95 percent of interviewed parents indicated that they liked the brochure “very much” or “somewhat”
1) and through their reactions to various attitudinal statements and brochure descriptors. In addition, 97 percent of parent respondents indicated that they would have a conversation with their children about not smoking as a result of reading the brochure. Pre-market quantitative research for the other brochures in the series also revealed positive findings in terms of brochure liking, agreement with attitudinal statements and brochure descriptors, and a high likelihood that reading the brochures would motivate a parent/child conversation about not smoking.
4,5
Pre-market quantitative research for tip sheets #1-3 indicated that 98 to 100 percent of parents correctly identified the main message of each tip sheet as either a youth smoking prevention message or a positive parenting or communication message. In addition, 96 percent of parents reported that they would have a conversation with their children about not smoking as a result of reading each tip sheet.
6 Pre-market quantitative research for tip sheets 4 and 5 also indicated that the vast majority of parent respondents clearly understood the main message of each tip sheet and were highly motivated to talk to their children about not smoking as a result of reading the tip sheets.
7,8
Historically, the
Raising Kids Who Don’t Smoke parent brochures were distributed in multiple ways, including through direct mail to parents, retail “take one” boxes, magazine inserts, organization outreach and other methods. As a result of these varied distribution methods, post-market quantitative research of the brochures took multiple forms over the years.
Direct mail was the primary means of brochure distribution in recent years, and as a result, post-market quantitative research took the form of a direct mail quantitative study. This study was conducted via telephone interviews with a representative sample of parents who received the brochure via direct mail within the previous month. This study was conducted following every major national direct mailing effort since July 2003.
Direct mail quantitative research conducted in December 2005 indicated that 48 percent of surveyed parents who read or looked through the
Raising Kids Who Don't Smoke brochure reported talking to their kids about not smoking as a result. Among these parents, 53 percent reported that they used information or suggestions from the brochure during their conversations with their kids, and 43 percent reported that they read or pointed out sections of the brochure during their conversation.
9
Post-market quantitative research following a direct mailing of the
Peer Pressure & Smoking brochure in September 2004 indicated that among surveyed parents who read or looked through the
Peer Pressure & Smoking brochure, 89 percent reported that they liked the brochure either “very much” or “somewhat” and 45 percent took action by having a conversation about not smoking with their children.
10
Similarly, 52 percent of surveyed direct mail recipients who read or looked through the
Could Your Kid Be Smoking? brochure reported having a conversation with their kids about not smoking as a result. Among these parents, 69 percent reported that they used information or suggestions from the brochure during their conversations with their kids.
11i
