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9 <br /> RESPONSE RATE <br /> Of the 1,296 qualified respondents reached by telephone, 800 interviews were completed, for a <br /> response rate of 62 %. The overall breakdown of numbers dialed is as follows: <br /> Refusals 496 <br /> Disconnects 178 <br /> Wrong Numbers 4 <br /> Language Barrier 3 <br /> Spanish Language Barrier 3 <br /> Business Numbers 31 <br /> Fax 11 <br /> No Answer 731 <br /> Answering Machine 581 <br /> Busy Signal 55 <br /> Call Backs 15 <br /> No Qualified Respondent 26 <br /> Quota Filled 55 <br /> Completed Interviews 800 <br /> Total Numbers Dialed 2,989 <br /> TESTS FOR DIFFERENCES BETWEEN PROPORTIONS <br /> When looking at the data tables, differences between percentage amounts can be misleading, and <br /> statistical tests must be conducted to determine if the differences are statistically significant. The <br /> computer makes these calculations for us, and the results are occasional plus or minus signs at the <br /> bottom of certain cells. These indicate that those answers are more different from everybody <br /> else's answers than could be expected due to chance, given the sample sizes involved. Plus signs <br /> are used if the group picks that answer more often than everyone else; minus signs if it is less than <br /> everyone else. The number of plus or minus signs indicates the level of statistical significance. <br /> One means the 90% level, two the 95% level, and three the 99% level. For example, two plus <br /> signs would mean that you can be 95% sure that the people represented by that group really <br /> would pick that answer more often than the people represented by the rest of the sample. It should <br /> be noted that this test can only be done for banner columns that contain at least 30 people. <br /> Because of this requirement, it is possible that the test will be done for some banner columns on a <br /> table and not for others. <br /> NOTES ON CHI SQUARE <br /> The chi square value and its associated probability are printed beneath the first column in each <br /> banner heading. The probability (p =.xxx) indicates the probability that the heading and row <br /> variables are not related is .xxx. For example, a .05 probability of not being related means a 95 <br /> percent chance of being related. <br /> Advanced Marketing Research, Inc <br />