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CHAPTER TWO: APPROACH

A staged approach to the study was adopted, beginning with an initial stage of quantitative interviews with headteachers and local authority staff, followed by a series of qualitative discussions with parents.

2.1 Quantitative research

A quantitative telephone methodology was employed amongst headteachers and local authority staff in order to obtain robust statistical data on attitudes towards the leaflets.

2.2.1 School interviews

Within schools, headteachers were initially approached and then an interview conducted either with the headteacher or their nominated representative. These included Principal Teachers, Depute Heads and Acting Heads. Schools were selected on a random, Scotland-wide basis and the sample included a spread of different school types across all local authorities in Scotland.

A total of 248 interviews was completed in February 2007. In order to ensure a spread of different school types, quotas were set on whether schools were high, medium, low or non-users of the series of leaflets as defined by information held by the Scottish Executive. Additionally, quotas were set on school type. Table 2.1 provides an outline of the sample of schools achieved.

Table 2.1 Sample Profile Achieved - Schools

Notes to table

Base: All schools (248)

*Data on leaflets requested is based on those requested by schools direct from the Scottish Executive. As a result, some may have received copies of the leaflets via their local authority.

2.2.2 Local Authority staff interviews

In order to obtain information from the perspective of staff within local authorities who had been involved in the distribution of these leaflets, George Street Research also administered a structured telephone interview among local authority staff. Interviews were achieved in 31 of the Scottish local authorities (one potential respondent in a local authority was absent through illness throughout the duration of this stage of the project and unavailable for interview).

The Scottish Executive provided the sample for this element of the evaluation. These were undertaken concurrently with the headteacher interviews. Table 2.2 illustrates the key roles of local authority staff interviewed.

Table 2.2 Sample Profile Achieved - Local Authorities

Notes to Table

Base : All LA respondents (35)

* NB figures do not add to 100% because of rounding

Copies of the questionnaires used for telephone interviews are appended to this report.

2.2 Qualitative research

Having ascertained the views of school and local authority staff, it was also important to understand views from the perspective of parents who may have had access to some or all of the Making the Difference series of leaflets. This element of the evaluation was conducted among a broad range of parents in Scotland whose children were currently attending school. The aim of this stage was to establish parent awareness of the leaflets, their interpretation of the key messages of the campaign, the strengths and weaknesses of the leaflets and the long-term impact of the campaign.

Table 2.3 provides details of the sample achieved. A total of 8 focus groups (84 parent respondents attended the groups) and 10 face-to-face in-depth interviews were conducted in April 2007. In order to include a range of different parent types, at each group, the following quotas were set:

• Maximum of 1 parent to be recruited with children at independent / private school;
• Minimum of 2 parents to be aware of any of the series of Making the Difference leaflets;
• Minimum of 2 parents to be involved as member of PTA / School Board / other school-based parent group;
• Minimum of 1 parent to have child at special school;
• Spread of ages of children at primary / secondary school.

Table 2.3 Sample Profile - Parents

A copy of the topic guide used in focus groups and in-depth interviews has been appended.

2.3 Reporting

Throughout this report, the qualitative and quantitative data have been jointly commented upon where relevant. Verbatim quotations have been used to illustrate key points emerging from the qualitative data. Where key differences between stakeholder groups were identified, these have been reported. However, as the sample size for some stakeholder sub-groups (e.g. local authorities, early years schools) was very small we have not reported any differences.

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