儿童及家庭阅读分析报告【英文】
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• Upon eligibility, the parent or primary guardian completed the survey themselves using a computer.
– Children ages 5-8 (and others as necessary) were read the survey by professional interviewers and asked to answer; all other children completed the survey themselves using a computer.
4
Sample Overview*
Age Groups 5-8 9-11 12-14 15-17 Average Age of children in Sample Children’s Gender Male Female Race Caucasian African American Hispanic Origin/Decent Asian Other Parents’ Marital Status Married/Unmarried & Living Together Never Married Divorced/Separated/Widowed
Significantly higher at 90% confidence interval =
Significantly lower at 90% confidence interval =
• The margin of error is ± 4.5 percentage points.
© Yankelovich 2006
Kids and Family Reading Report™
Harry Potter: The Power of One Book
July 2006
© Yankelovich 2006
1
Background
The following deck highlights findings from The Kids and Family Reading Report* that quantify the impact of Harry Potter on kids’ reading attitudes and behaviors.
*The Scholastic Kids and Family Reading Report is available online at www.scholastic.com/readingreport.
© Yankelovich 2006
3
Methodology Cont’d
• Quotas for race, gender and child age-group were established to ensure ample base sizes for analysis purposes. • The final data were weighted by the following variables to ensure sample representation of the US market:
– – – – – – Region Race Child’s Age Parent’s Age (by gender) Parent’s Marital Status Parent’s Education (by gender)
• Significance testing between groups has been done at the 90% confidence levels, and are designated by the following notations throughout this report:
– The series of questions about Harry Potter was a subset of a larger body of research about kids’ and parents’ reading attitudes and behaviors.*
• Parents/primary guardians were recruited via mall-intercept in 25 major cities across the US. They were screened to meet the following criteria:
– Have at least one child ages 5-17 present during the time of the intercept at the mall. – Be related to the child either as parent, grandparent or caretaker.
*Total kids sample (n = 500)
32% 26% 29% 13% 10.4
Parents’ Age Under 25 25-34 35-44 45-54 55+ Average Age of Parent
*The Scholastic Kids and Family Reading Report is available online at www.scholastic.com/readingreport.
© Yankelovich 2006
2
Methodology
• Interviews for The Kids and Family Reading Report were conducted from January 16 – February 8, 2006 with 1,000 individuals—500 children and one parent or primary guardian per child.
• Upon eligibility, the parent or primary guardian completed the survey themselves using a computer.
– Children ages 5-8 (and others as necessary) were read the survey by professional interviewers and asked to answer; all other children completed the survey themselves using a computer.
4
Sample Overview*
Age Groups 5-8 9-11 12-14 15-17 Average Age of children in Sample Children’s Gender Male Female Race Caucasian African American Hispanic Origin/Decent Asian Other Parents’ Marital Status Married/Unmarried & Living Together Never Married Divorced/Separated/Widowed
Significantly higher at 90% confidence interval =
Significantly lower at 90% confidence interval =
• The margin of error is ± 4.5 percentage points.
© Yankelovich 2006
Kids and Family Reading Report™
Harry Potter: The Power of One Book
July 2006
© Yankelovich 2006
1
Background
The following deck highlights findings from The Kids and Family Reading Report* that quantify the impact of Harry Potter on kids’ reading attitudes and behaviors.
*The Scholastic Kids and Family Reading Report is available online at www.scholastic.com/readingreport.
© Yankelovich 2006
3
Methodology Cont’d
• Quotas for race, gender and child age-group were established to ensure ample base sizes for analysis purposes. • The final data were weighted by the following variables to ensure sample representation of the US market:
– – – – – – Region Race Child’s Age Parent’s Age (by gender) Parent’s Marital Status Parent’s Education (by gender)
• Significance testing between groups has been done at the 90% confidence levels, and are designated by the following notations throughout this report:
– The series of questions about Harry Potter was a subset of a larger body of research about kids’ and parents’ reading attitudes and behaviors.*
• Parents/primary guardians were recruited via mall-intercept in 25 major cities across the US. They were screened to meet the following criteria:
– Have at least one child ages 5-17 present during the time of the intercept at the mall. – Be related to the child either as parent, grandparent or caretaker.
*Total kids sample (n = 500)
32% 26% 29% 13% 10.4
Parents’ Age Under 25 25-34 35-44 45-54 55+ Average Age of Parent
*The Scholastic Kids and Family Reading Report is available online at www.scholastic.com/readingreport.
© Yankelovich 2006
2
Methodology
• Interviews for The Kids and Family Reading Report were conducted from January 16 – February 8, 2006 with 1,000 individuals—500 children and one parent or primary guardian per child.