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CHAPTER 2 METHODOLOGY
Overview of Methodology
Table 1 Key Parts of the Methodology
Literature Review 6
2.1 The literature review covers the following areas related to the selling of alcohol through off-sales:
- Definitions and effects of off-sales promotions
- The selling of alcohol through off-sales
- Community implications of off-sales
- Impact of recent changes in English licensing law
- The exploration of links between off-sales and antisocial behaviour/crime
2.2 It examines research literature, policy documents, and newspaper and internet articles to give a picture of the nature of selling, promotions, links to antisocial behaviour and the effects of these on the local community. It must be noted that there is a paucity of data related to this subject area, in particular, a limited amount of articles related to the concept of promotions within the off-sales sector.
2.3 The literature review included relevant English language literature from the period 1990 to October 2006 from all major sources, and where available has utilised UK based studies. 7
Industry Data
2.4 A range of producers and retailers were approached to provide both a local and a national view of the off-sales industry with particular emphasis upon sales and promotions. In addition to this, a range of marketing reports and profiles were also obtained to add further understanding of the industry.
2.5 Individual responses from industry and retailers have been lower than expected, however marketing data which collates this type of information has provided an overview of key aspects.
Brief Overview of Localised Data Collection
2.6 Data were collected to gather a distinct view of off-sales within Scottish communities and their link (if any) to problem drinking.
Areas of Sites
2.7 A range of off-sales establishments were selected across six specific geographic areas in Scotland 8:
- Large urban areas - settlements with a population of over 125,000
- Other urban areas - settlements with a population between 10,000 and 125,000
- Small accessible towns - settlements with a population of between 3,000 and 10,000 and within a 30 minute drive time from a settlement of 10,000 or more
- Small remote towns - settlements with a population of between 3,000 and 10,000 and between a 30 and 60 minute drive time from a settlement of 10,000 or more
- Accessible rural - settlements with a population of less than 3,000 and within a 30 minute drive time from a settlement of 10,000 or more
- Remote rural - settlements with a population of less than 3,000 and between a 30 and 60 minute drive time from a settlement of 10,000 or more
The study examined three off-sales shops in each of these areas.
2.8 Off-sales venues were classified as: supermarkets, convenience stores, and dedicated off-sales. For the purpose of this study, supermarkets were classified as large retail outlets, part of a national chain, typically facilitating large volume grocery shopping. Convenience stores were classified as small outlets offering a range of grocery items, typically serving local customers. Dedicated off-sales were classified as shops whose primary function was to sell alcohol; a small range of other products may also be stocked, however, the predominant shelf space was reserved for alcohol.
Interviews
Table 2 Number of Interviews Conducted by Area and by Type
| Number of Interviews |
|---|
Staff | Area Key Stakeholder |
|---|
Large urban area | 5 | 4 |
|---|
Other urban area | 4 | 4 |
|---|
Small accessible town | 5 | 5 |
|---|
Small remote town | 3 | 6 |
|---|
Accessible rural | 5 | 5 |
|---|
Remote rural | 2 | 6 |
|---|
TOTAL | 24 | 30 |
|---|
2.9 30 semi- structured interviews were conducted across the different targeted areas with appropriate Area Key Stakeholders who are involved in either the prevention/ minimising of alcohol-related harm, the night-time economy, criminal justice or community activities. The interviews focused on asking questions relevant to understanding specific off-sales in their area, and associated issues and concerns surrounding behaviour, purchasing and promotion of alcohol sales. Area Key Stakeholders included: the police, community partnerships, community planning officers, neighbourhood watch, and health professionals (see Annex 2 for the interview schedule used and Annex 6 for a table of participants by type).
2.10 10 semi-structured interviews were also conducted with Strategic Key Stakeholders who are involved in either the production or selling of alcohol, the prevention or minimisation of alcohol-related harm, and community strategy. A similar focus to the above interviews was followed (see Annex 3 for the interview schedule used and Annex 7 for a table of participants by type).
2.11 24 interviews were conducted with Staff and Managers of off-sales stores. Wherever possible, 2 interviews were conducted in each store, however this was not always possible either due to size of shop, and/or staffing constraints. The interviews focused on asking questions relevant to understanding the nature of off-sales in their area, and associated issues and concerns from the perspective of the retailer (see Annex 4 for the interview schedule used and Annex 8 for a table of participants).
Focus Groups
2.12 Two focus groups 9 were conducted in each of the 6 locations with adults (>25 years) and young people (18 - 25 years) who live in the local communities around the off-sales venues. Focus groups looked at how off-sales are used within local communities, and examined any links between purchasing, consumption and related activity. Sixty seven people took part. (see Annex 5 for the interview schedule used and Annex 9 for a table of participants.)
Case Studies
2.13 Two case study locations were examined - one urban, and one accessible rural 10. Each was selected to allow a full range of issues to be explored. Brief observation data were collected both in and outside each store to add further background to the study.
2.14 Observation was conducted in two locations with three sites for each area. The six settings (across both urban and accessible rural areas) were observed between the hours of 7pm and 10pm, and 10am and 1pm; Thursday, Friday and Saturday.
2.15 The shops were identified as 'typical' off-sales (i.e. dedicated off-sales, convenience stores and supermarkets) of the locality.
2.16 With the agreement of the shops and establishments involved, observation of the behaviour of those buying within the shop was conducted. The researcher was placed within the shop environment to understand issues such as: levels of related goods bought: any change in the promotional activity that changed purchasing behaviour; attempts at under age purchasing; range of ages and gender of customer base; and, differences across different time periods.
2.17 Observation outside of the shop was also conducted to understand issues such as: customer transport; customer behaviour outside the shop; third party purchasing requests; purchasing and consumption relationship; and, customer usage of other shops in the vicinity.
Background to Methods
Analysis
2.18 All interview data were recorded, transcribed, anonymised and coded to allow for rigorous analysis using the 'Functional Discourse Analysis' technique 11. Focus group data were analysed in a similar way, however, key points rather than full transcriptions were produced for each session due to the complicated nature of the collective discourse in this study. Observation data were recorded within a specific framework to ensure uniform collection of details.
Exploration Through Themes
2.19 To provide a succinct final report, each of the data strands have been analysed and amalgamated into key themes (one for each chapter) to explore the aims and objectives of the research specification.
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