In fall 2007, a Church of England bishop campaigned to re-brand Halloween as a "triumph of good over evil". He argued that evil Halloween characters threaten the moral fabric of society. More than one third of 1,002 participants in a Church of England survey felt there should be a broader range of Halloween products on sale. A mother of a two-year old stated, "Some costumes are scary. They are really horrible with blood and gore - we should keep children as young as possible". In the UK Woolworths, The Disney Store and two grocery store chains are now providing parents with a wider range of choices. But monsters are not confined to Halloween. They lurk under beds, behind curtains and in closets. These creatures can cause many sleepless nights for young children and their parents. Dr. Richard Sherman, a clinical psychologist and board member of the Los Angeles County Psychological Association, explained, "Monster fear is real. This is a very common problem among children between the ages of three and six". Likewise, Sharon Carver, Carnegie Mellon University, stated, "Children gain what's called symbolic thought, and things become more than they appear They can see a shape and see it as a monster and hear a breath and interpret it as a monster's breath, because their minds are starting into all this imagination stuff" Stephen Garber, director of the Behavioral Institute of Atlanta, states that such fears are part of the normal and healthy growing process for kids, [Children's] knowledge about the difference between reality and fantasy is not exactly like ours. We can't think of them as little adults that we can reason with According Dr. Sherman, parents can help children in the following ways Provide flashlight to illuminate a monster's favorite hiding place; Play games in dim light to make them feel more comfortable in the dark, Have kid pretend to be a monster that scares adults Monitor television shows and movies to prevent exposure to mature content, Provide evidence that the monster is truly gone. Other tips from experts include: Realize that irrational fears are not limited to children; Admit that adults also have fears; Never ridicule or shame the child because they have nighttime fears, Do not play into the fantasy too much; declaring that the monster is gone does not dispel the notion that the monster could come back later, Employ humour - without making fun of the child. Marketers have addressed the need of parents and children for a restful, monster-free sleep. For example, a Disney-Pixar movie, Monsters Inc., introduced a twist on an age-old fear, monsters were petrified of children. People often sleep with a small nightlight plugged into the wall to address their fear of the dark or to avoid tripping when they get up in the middle of the night. In 2004, an unconfirmed study suggested that a nightlight is related to certain types of cancer light in a room reduces the likelihood of a sound sleep. There is no correlation between nightlights and childhood leukemia. In October 2007, ABC TV affiliate stations in Buffalo and Cincinnati featured a story on a creative way to rid a house of monsters, I'm Not Afraid! Monster Spray. A child can ward off monsters by spraying under the bed and in closets. A news anchor exclaimed, "I wish I had thought of it!'". The spray is the brainchild of Ashley Richins, the mother of three small children with active imaginations The selling price of I'm Not Afraid! is CDN$9 99 for a 250 mL bottle. The ingredients include: Bulgarian lavender and vanilla. The product is available exclusively on the company's web site. The concept generated little interest amongst potential investors on the hit TV show, Shark Tank. Patricia Sheets, a family counselor, purports: "For some young children, an atomizer filled with colored water might be an effective way to feel more secure in the face of imaginary creatures ... Some kids think it's really funny, and it gives them a sense of power But for other kids, this strategy can really backfire... He may think, If grown-ups actually have this stuff to get rid of monsters, then there must really be monsters Ms. Richins has approached your marketing firm to assist her to expand her business. quantitative research. Briefly state research objective Describe the target respondent