Methodology

     Potential respondents were contacted and screened via telephone interviews to ensure they met all participant qualifications. Those who qualified were then offered the opportunity to receive a copy of AIM HIGH! to be read and evaluated in a short follow-up online survey.

A total of 412 respondents completed this study, specifically, 206 teenagers and 206 parents, providing a 6.8% margin of error (95% confidence level) for each of these target segments.

Respondent Profile

Key Findings

• AIM HIGH! was overwhelmingly well received by both teenagers and parents. The positive results and evaluations are strong across all ethnic groups.
• Nearly all respondents (95% or more), among both teenagers and parents, felt the book was easy to read as well as easy to understand.
• Two-thirds of teenagers and three-fourths of parents felt the book would help set a higher standard for the teenagers' life.
• About two-thirds of both teenagers and parents felt the book would improve how the teenager thinks and acts. This is very important, indicating a friendly enough book such that teens that are often "know-it-alls" who do not accept advice easily or eagerly learned and gained from AIM HIGH!
• The book was also a learning experience for adults as more than half indicated they learned something to help them communicate with their children.
• Intent to recommend the book was very high among both teenagers and adults, showing a great potential for word of mouth exposure. This would also provide tremendous goodwill for a sponsoring company.
• More than half of the teenage respondents indicated a likelihood to re-read AIM HIGH! increasing the exposure, awareness and retention of a sponsoring company.

Detailed Teenager Results

Overall, the teens that read AIM HIGH! provided a very positive evaluation. After completing the book, these teenage respondents were asked to indicate how strongly they agreed or disagreed with a series of statements about AIM HIGH! The following top 2 box scores indicate the percent of teenage respondents who strongly agreed or somewhat agreed with each statement.

• 97% The book is easy to read.
• 95% The book is easy to understand.
• 65% I feel that AIM HIGH! motivates me to set a higher standard for my life.
• 63% I think AIM HIGH! could help improve the way I think and act.
• 61% I would recommend AIM HIGH! to a friend.
• 55% I would come back to the book to read again to help my daily life.

A total of 78% of the teenage respondents indicated that they were likely to read AIM HIGH! if a teacher gave them the book not as an assignment but just as a recommendation for a book the teacher felt would be beneficial for them.

When asked if they had anything else they wanted to say regarding the book, a total of 146 student respondents had additional comments they wanted to make. Of all the comments made, 68% were positive.

Detailed Parent Results

Parents also gave the book a very positive evaluation after reading it. As with the teenage respondents, parents were asked to indicate how strongly they agreed or disagreed with a series of statements about AIM HIGH! The following top 2 box scores indicate the percent of teenage respondents who strongly agreed or somewhat agreed with each statement.

• 97% The book is easy to read.
• 96% The book is easy to understand.
• 75% I feel that AIM HIGH! can help teenagers set a higher standard for their lives.
• 73% I would recommend AIM HIGH! to teenagers besides my child/children.
• 72% I would recommend AIM HIGH! to my adult friends with teenage children.
• 68% I think AIM HIGH! could help improve the way my teenage child/children thinks and acts.
• 59% I learned something from the book that can help me communicate with my teenage child/children.

When asked if they had anything else they wanted to say regarding the book, a total of 170 parent respondents had additional comments they wanted to make. Of all the comments made, 71% were positive.