The Scottish Government

Introduction

Introduce self, Ipsos MORI

If you have a colleague with you, explain that they are here to observe you.

Research commissioned by the Scottish Government which involves talking to members of the public to understand how they would answer a set of revised possible questions for Scotland's 2011 Census and other Scottish official statistics.

Information about importance of Census (e.g.it is used by government, health authorities and many other organisations to allocate resources, tackle discrimination and plan services for everyone.

Thank participants for agreeing to be interviewed, mention should take c 1 hour.

Anonymity of respondents and MRS (Market Research Society) code of conduct

Permission to audio/video record, explain how it will be used.

Warm-up.

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1. Completing the Census questions

Firstly, we would like you to complete these questions. I'd like you to work through the questionnaire as if this is the day of the Census and you have just received this form through your door, and I was not here. Just work at your own pace.

[In general throughout the questionnaire, note any spontaneous comments, expressions or body language. Also make notes on which text they read where this can be observed without asking. NB- for the ethnicity question whether they read the whole question before answering or just launch into it? Do they read the category headings?]

[Let the interviewee complete the questions]

We are now going to ask you some questions about the questionnaire you have just completed.

This part of the interview involves completing the revised Census questions.

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2. Verbal probing on country of birth q.

• What do you think about this question? [Probe: Do you find it easy/difficult to understand? Why?]
• What did you think of the response categories? [Probe: Could they be improved/not improved? Did they give you enough of a range of responses? Why/why not?]

Cognitive interviewing begins on the set of proposed Census questions. Country of Birth is included to ensure the ethnicity question is answered in the appropriate context.

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3. Verbal probing on religion question

What does this question mean to you? [Probe: Important/unimportant? Meaning of the words?]

What came into your mind when you were asked this question? [Probe: Why?]

What does this question mean in your own words? [Probe: How? Why?]

How did you decide which boxes to tick?

What did you think of the response categories? [Probe: Could they be improved?]

Did you find the question relevant or irrelevant? [Probe: Why/why not?]

The religion question is also included to ensure the ethnicity question is answered in the appropriate context.

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4. Verbal probing on which nation or nations do you identify with most

What does this question mean in your own words? [Probe: Why do you describe it like that? How do you feel about the phrasing of your question? Why?]

What does this question mean by "nation(s) you identify most with"? [Probe: Why? Is it related to country of birth?]

How important is this question to you? [Probe: Why/ why not?]

Do you find this question relevant or irrelevant? [Probe: How relevant/irrelevant?]

Was it an easy or difficult question to answer?

Did you notice that you could tick more than one box?

This question was not included on the 2001 Census- this is an additional question that will precede the revised ethnicity question.

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5. Verbal probing on ethnicity question

Some people read questions by scanning over them first. Others read the entire question and check it again. Which approach do you usually use when reading questions? What did you do on this occasion? [Probe: Why? Did they read the category headings, e.g. White, etc.]

Did you notice you could only tick one box?

How did you decide which box to tick? [Probe: Why/why not? If you could, would you tick more? Would you write in? Why/why not?

Did you notice that there were overall headings for each section?

What do you think of the category heading over the box you chose to tick? E.g. Mixed or Multiple Ethnic groups [Probe: Could it be improved? How would you like it to be phrased?]

What do you understand by the term 'ethnic group'? [Probe: Why?]

How well do you feel the description [insert their choice] describes your ethnic group? Is the description acceptable/ unacceptable to you? [If not, probe whether alternative description preferred]

How do you normally describe your ethnic group? How does this compare to how you describe your ethnic group on this question? [Probe: Same, different?]

Is there a difference between the nation you "identify" with the most and your ethnic group? [Probe: If so, what?]

[For Sikhs: Is there a difference between your religion and your ethnicity? [Probe: If so, what?]

If wrote in: Why did you decide to write in? Why did you decide not to use any of the other boxes? What did you think about the size of the write in box?

How do you feel about the other categories listed? [Probe: Why?]

Do you have any children? If so, do you think you would have any issues in answering this question on their behalf? [Probe: Why/why not?]

Do you think you would have any issues answering this for your parents? [Probe: Why/why not?]

Do you have any comments you want to make about this question and the categories listed?

The main question to probe, exploring whether interviewees feel that the revised question gives them an opportunity to describe themselves sufficiently.

This is included to explore if parents with mixed race children could identify any potential issues

The ones not ticked by the respondent

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6. Completing a final question

Finally, we would like you to complete this question. I'd like you to work through the question as if this is the day of the Census and you have just been asked to answer it, and I was not here.

[Let the interviewee complete the questions]

This part of the interview involves completing the 2001 Census question. Interested in seeing how people would have answered the previous question.

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THANK RESPONDENTS

Is there anything else that is relevant, that you would like to add, that hasn't already been mentioned?

We would like to thank you for taking part and remind you that the findings will be used by the Scottish Government to improve wording of the next Census.

This section will wrap up the discussion.