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ANNEX 4 STAFF INTERVIEW SCHEDULE
SECTION A: BACKGROUND
1. Can you tell me a bit about your job? [Main role functions. Seek background to experience i.e. no. of years in alcohol trade or amount of time spent in retail, number of shops owned/worked in etc.?
2. What is it like to work in/run an off-licence/supermarket alcohol dept./convenience store in 'placename' ?
a. What is good about it?
b. What are the challenges?
Do not cue, but if not mentioned, ask about the following
c. What about:
underage attempts
drunk customers
shoplifting
unruly behaviour outside/inside premises
Are these issues specific to 'place name'?
3. With regards to the challenges you mentioned, is there anything that would help?
Discuss problems mentioned by interviewee
Do not cue, but if not mentioned, ask about the following
underage attempts
drunk customers
shoplifting
unruly behaviour
4. Do you have any 'supporting schemes' in place at the moment? [Proof of age scheme, enforcement officers, training, security staff?]
a. Can you give some details
b. How do you feel about them?
c. How do you find the proof of age system that is in place at the moment?
5. What do you think of the amount of off-sales premises in 'placename'? [too few, too many, ok]
a. What about the number of on-sales premises in 'placename'?
SECTION B: SALES & PROMOTIONS
6. When is your busiest time for selling alcohol? [seek reasons]
7. When is your quietest time? [seek reasons]
8. What is your overall turnover of alcohol goods? [If known - could be given as amount or % of total sales monthly and annually]
9. What is you most popular line(s)?
a. Has this changed over the last five years?
10. Can you tell me about the types of people that purchase alcohol from your store?
a. Do you record any of this information
b. Is this information available?
11. Can you tell me for each group i.e. young people, older people, men, women etc -
a. What main drinks do they purchase?
b. When do they purchase these drinks? Do you know when (and how soon after / how quickly?) they consume them? [can be given in any timeframe e.g. time of day, week or seasonal period. Ask how they know this, opinion or observation?]
c. Has this changed over the last five years or remained the same?
12. How do you promote different types of alcohol in your store? [try to avoid discussion of advertising as not relevant] Seasonal ?
a. Do these differ for different types of drinks? [targeting specific demographics?]
b. Who decides what drinks are to be promoted? Do you have any control over how this is operated?
c. What considerations do you make when deciding WHERE in your store, to place a product on promotion?
d. What considerations do you make when deciding HOW LONG, to place a product on promotion?
e. What do you think the likely effects will be of the new rules on promotions (as included in the new licensing Act) and, in particular, on the promotions you run?
13. Thinking of the types of promotions [list those mentioned, if mentioned] who buys those drinks as a result of these promotions?
a. When do you think these people buy promotions? [can be given in any timeframe e.g. time of day, week or seasonal period]
b. Would you say that levels of consumption are affected by promotions? Do they buy more or consume more or both?
c. How do you know? [ask for all groups mentioned; rate and amounts]
14. In your experience, would you say that consumer behaviour is affected by promotions? [Ask for all groups mentioned. Do people buy different or more products or both. Any differences between different types of promotion.]
15. Could you tell me a bit about a particularly popular promotion at the moment?
a. And a bit about an unsuccessful promotion in the past?
16. What do you understand by the term 'front-loading' ? [Explain if not known, may also be 'pre-loading']
a. Have you come across this?
SECTION C: COMMUNITY
17. Have you seen any problematic behaviour directly related to alcohol in your store?
Ask following if not mentioned already
a. What behaviour? [underage, drunkenness, theft etc.]
b. Where? Is this a usual 'hotspot'
c. When did/does this happen?
d. Who was involved?
18. Have you seen any problematic behaviour related to alcohol in your community?
Ask following if not mentioned community in previous question
a. What behaviour? [underage, drunkenness, theft etc.]
b. Where? Is this a usual 'hotspot'
c. When did/does this happen?
d. Who was involved?
19. What do you consider to be the ways of tackling alcohol related problem behaviour within your store? [understand if they are talking speculatively or if this is based on experience]
Ask following if not mentioned already
a. within your community?
b. Can you think of ways to reduce this behaviour?
SECTION D: GENERAL
20. What do you believe are the main issues with regards to the way alcohol is sold through off-sales in Scotland? (Or England if more appropriate)
a. [discuss each issue separately]
21. There have recently been changes to licensing laws both within Scotland and England, do you have any thoughts about these?
[opinion about impacts in England, view of what will happen in Scotland]
22. In what ways do you think theses changes affect how people purchase alcohol within the off-sales environment [in England, in Scotland]
23. Can you tell me about any training you have had regarding selling alcohol?
a. Is this useful?
b. Can you think of any different training that might be helpful?
ALL PARTICIPANTS
24. Is there anything else you would like to add?
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