Parents of Above Average Students Are More Likely to Use Praise to Motivate their Children Academically

Toronto, ON - Nearly nine in ten parents of a child performing at an above average level (86%) say that they tend to use praise rather than tangible rewards to motivate their child to do their homework, according to an Ipsos-Reid survey conducted on behalf of Kumon Math and Reading Centres. Parents say that the benefits of using praise as a motivator include instilling a sense of responsibility, a feeling of accomplishment, and homework getting done more quickly.

Roughly one in ten parents overall (11%) report that they tend to use punishment, such as the removal of privileges, rather than rewards or praise to encourage their children to get their schoolwork done. Parents who use this approach are more likely than those who use praise and rewards to cite homework getting done as a benefit; however, they are also more likely to mention a variety of negative consequences, most notably arguing and complaining (19% of parents who use punishment vs. 3% of parents who use positive reinforcement).

These are the findings of an Ipsos Reid/I-Say Online poll conducted from April 6 to April 10, 2009. This online survey of 1,024 Canadian parents with children between the ages 5 and 15 was conducted via the Ipsos I-Say Online Panel, Ipsos Reid's national online panel. The results of this poll are based on a sample where quota sampling and weighting are employed to balance demographics and ensure that the sample's composition reflects that of the actual Canadian population according to Census data. An unweighted probability sample of this size, with a 100% response rate, would have an estimated margin of error of +/- 3.1 percentage points, 19 times out of 20, had the entire adult population of Canada with children been polled.

Overall, the amount of time students put into their studies appears to make a difference in their academic performance. Parents of children who are performing at an above average level are more likely to say that their children spend more time completing their assignments, an average of nearly four hours per week. In contrast, parents of average students say that their children spend three and a quarter hours a week on homework and parents of below average students typically spend under three hours a week completing their homework.

Above average students are also more likely than those performing below average to have a variety of resources and tools at their disposal when doing their schoolwork. Top resources used by above average students include a computer with Internet access (78% use at least occasionally), a dictionary (60%) and an encyclopedia (44%). Children performing below average tend to use these tools with less frequency: a computer with Internet access (70% use at least occasionally), a dictionary (45%) and an encyclopedia (22%). The one tool that below average students tend to rely on more than above average students is a calculator (61% vs. 55%).

For more information on this news release, please contact:
Sean Simpson
Research Manager
Ipsos Reid
Public Affairs
(416) 572-4474
[email protected]

About Ipsos Reid
Ipsos Reid is Canada's market intelligence leader, the country's leading provider of public opinion research, and research partner for loyalty and forecasting and modelling insights. With operations in eight cities, Ipsos Reid employs more than 600 research professionals and support staff in Canada. The company has the biggest network of telephone call centres in the country, as well as the largest pre-recruited household and online panels. Ipsos Reid's marketing research and public affairs practices offer the premier suite of research vehicles in Canada, all of which provide clients with actionable and relevant information. Staffed with seasoned research consultants with extensive industry-specific backgrounds, Ipsos Reid offers syndicated information or custom solutions across key sectors of the Canadian economy, including consumer packaged goods, financial services, automotive, retail, and technology & telecommunications. Ipsos Reid is an Ipsos company, a leading global survey-based market research group.

To learn more, please visit www.ipsos.ca.

About Ipsos
Ipsos is a leading global survey-based market research company, owned and managed by research professionals. Ipsos helps interpret, simulate, and anticipate the needs and responses of consumers, customers, and citizens around the world.

Member companies assess market potential and interpret market trends. They develop and build brands. They help clients build long-term relationships with their customers. They test advertising and study audience responses to various media. They measure public opinion around the globe.

Ipsos member companies offer expertise in advertising, customer loyalty, marketing, media, and public affairs research, as well as forecasting, modeling, and consulting. Ipsos has a full line of custom, syndicated, omnibus, panel, and online research products and services, guided by industry experts and bolstered by advanced analytics and methodologies. The company was founded in 1975 and has been publicly traded since 1999.

In 2008, Ipsos generated global revenues of e979.3 million ($1.34 billion U.S.).

Visit www.ipsos.com to learn more about Ipsos offerings and capabilities.

Ipsos, listed on the Eurolist of Euronext - Comp B, is part of SBF 120 and the Mid-100 Index, adheres to the Next Prime segment and is eligible to the Deferred Settlement System. Isin FR0000073298, Reuters ISOS.PA, Bloomberg IPS:FP