Abstract
Project Aquarius was a secret study of public attitudes towards cigarette smoking that was funded by British American Tobacco (BAT), Rothman's Tobacco Company, Gallahers Tobacco Company, Imperial Tobacco and Philip Morris. Stage 1 of the study was done in 1977 and consisted of in-depth interviews with 40 people. Stage 2 of the study consisted of in-home, personal interviews with a "random sample of 5,000 U.K. adults - 16 years and older."
The study concluded that the "smoking population is unstable" because 66% of the smokers had tried to quit and 63% said they wanted to give up smoking altogether if they could do so easily. Health concerns and cost were the two most frequenly cited reasons. The study also found that 61% of smokers had tried "quite hard" or "very hard" to quit smoking.
The report states,
"Even smokers support total smoking bans in certain places...
Percentage wanting a smoking ban in
Smokers Nonsmokers
Food shops 78% 84%
Fields
- Company
- R.J. Reynolds Tobacco Co.
- Author
- BAT
- Carrerras Rothmans
- Gallahers
- Imperial Tobacco
- National Opinion Polls
- Philip Morris
- Survey Research Associated Ltd.
- Recipient
- British American Tobacco
- Carreras-Rothmans
- Gallahers
- Imperial Tobacco
- Philip Morris
- Type
- Report- General
Document Images
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ATTACNMENT Iv_
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P R 0 J E C T A Q U A R I U S
A U. h. J OI:NT INDUST1tY STUDY ON
PUBLIC ATTITUDES TO CIGARE1`TE SjM0KING
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THE STUDY WAS ORGANISED BY ....,.
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A JOINT INDUSTRY COMMITTEE OF SENIOR
MARKETRESEARCH PERSONNEL REPRESENTING
BRITISH AMERICAN TOBACCO
C AI tRE RA S- R 0 THINfAN S
GALLAHERS
IMPERIAL TOBACCO
. ; PHILIP MORRIS , .
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THE STUDY COST k50,000
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AND WAS CONDUCTED IIY SURVEY RESEARCH ASSOCIATED LTD.
, OF LONDON (AN N0P COMPANY)
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STAGE 1. - LATE 1977
DEPTH INTERVIEWS WITH 40 PEOPLE (SMOKERS, EX-SMOKERS,
NEVER SDIOKERS) WHO DIFFERED IN AGE, SEX, SOCIAL CLASS,
SMOKING EXPERIENCE, TAR LEVEL OF PRODUCT USED AND
LOCATION.
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STAGE 2. - FIRST QUARTER 1978
IN-HOME PERSONAL INTERVIEWS WITH A RANDOM SAMPLE OF
5,000 U.K. ADULTS - 16 YEARS AND OLDER.
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OUR ACTUAL SAMPLE WAS
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TOTAL 4,986 ioo.
CoM.F'RISING :
CIGARETTE SMOKERS 1,856 37
EX-SMOKERS 1,274 26
NEVER SMOKERS .1,857 37-
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SMOKER PROFILE
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~ WOMEN
ABCi
C2DE
SMOKERS NATIONAL
BASE 1,856
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MEN 48
52
/
48
29 , 'A6
71 64
16 - 24 14 17
25 - 44 38 33
45 + 48 50
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NON-SMOKER PROFILE
NON-SMOKERS NATIONAL
BASE
3,130 -
MEN 48 48 ;
WOMEN 52 52
ABC1
C2DE
42 36
58 64
16 - 24 15 17
25 - 44 32 ' 33
115 + 53 50
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