© MORI 2005. Not to be used, reproduced or shown to any third party without the prior written permission of MORI Social research as a business Carole Lehman Head of Transport Research, MORI 3 November 2005
© MORI 2005. Not to be used, reproduced or shown to any third party without the prior written permission of MORI
Social research as a business
Carole Lehman
Head of Transport Research, MORI
3 November 2005
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Why research?
WHY Provides evidence for VFM studies, policyInformation on what people think/ indication on performanceCustomer satisfactionEvaluation of new schemes
WHENBefore formulating policy - helps with development stageEvaluating new scheme/policy
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Ladder of involvement
Ladder of involvement
Supporting
Acting together
Deciding together
Consulting
Informing
Web link www.partnerships.org.ukThe original Arnstein model
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Ladder of involvement – problems
Problems – not a straight progression – not a choice between one or the other– over-simplifies complex systems/relations
BUT does help highlight that there’s not just one approach
– need range
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32%
39%
40%
41%
52%
55%
62%
81%
-33%
-33%
-27%
-26%
-19%
-24%
-11%
-6%
Base: All respondents (1545)
Opinion surveys
% Support
Local referendum
Residents groups
Neighbourhood Forums
% Oppose
Ward Advisor Board
Elections for Mayor
Council meeting
Ward committee
…because people want to be consulted
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0%
29%
21%
23%
11%
69%
38%
37%
29%
Base: 1016 Dover residents
Keep you informed
Q Which are the most important for local District Councillors to do?
Support the local community
Deal with complaints
Listen to the views of local people
Attend local Council meetings
Represent local Council meetings
Attend open meetings with local residents
Hold surgeries for people with problems
Don’t know
…because people want to be consulted
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New Deal for Communities
Examples from NDC Evaluation – largest effort to involve community in regeneration programme
Focus groups and surveys in every NDC
People want range of methods – surveys, focus groups, workshops, juries, video projects etc
But mostly people want someone to come to them:
“It would be good to go round to each individual home and ask people what improvements they would like to make”
“If only they didn’t bombard us with so much paper and actually sent people out to talk to us”
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Benefits of consultation
Identifies/confirms priorities – and legitimises action
The more you speak to people like us the more you hear about our say, then the more that can be done to improve where we live
Way of informing people – building brand?
We found out more from coming to this (workshop) – there should be more of these discussions
Encouraging ownership – start of more participation?
When you own a decision, you’re part of it and sort of become more pro-active on what is happening
Raises expectations – for other aspects of life?
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But need to see action…
Consultation fatigue a real problem
“They need to stop talking about things and actually do them. People are sick of seeing these leaflets and being invited here, there and everywhere, they want to see some action”
“They’ve given us so much crap over the years promising this, that and the other and delivering us nothing, so everybody’s now convinced that these people just want to do everything that suits themselves”
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Have Clear Objectives
What do you need to do?
What are you using it for?
– (be seen to) give people a chance to have an input?
– get an accurate measure of local views?
– to see how area is changing/what impact you are having?
– find out what people think when they have relevant info?
– boost understanding?
– boost involvement?
Each is valid - but can’t do all at once?
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The Research Process
Objectives
What? Why?How?
Planning (1)
Methodology
Sample size/sampling
Audience
Planning (2)
Questionnaire design
Piloting questionnaire
Reporting
Communicating results
Presenting data
Analysis
Weighting
Type/level of analysis
Fieldwork
Data collection– data
processing
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Planning the research process
Is this research needed - why?
What do I want to achieve? What are the objectives of the study?
Do I need reliable, measurable results or am I gathering reactions/ need input into an issue?
What methodology would be best?
What is the time frame for the project? What is the budget?
Can this research be done in-house or will I need expert help?
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Controlling dissemination?
MORI survey says…
“reported offending levels among mainstream and excluded pupils have not changed significantly since 1999”
The Sun says…