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.
|The profile for the teenage and parent respondents were:
|8% 6th/7th Grade
||22% Less Than High School/HS Graduate
|37% 8th Grade
||38% Some College
|51% 9th Grade
||31% College Graduate
|2% 10th Grade
||9% Post Graduate
|2% 11th/12th Grade
||13% Under $25K
||19% $25K to $35K
||21% $35K to $50K
||25% $50K to $75K
||2% Prefer Not to Answer
||1% Prefer Not to Answer
- 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
- 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
- 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.