The purpose of this report is to evaluate problems within Humewood Borough leisure services.

5.1 Benchmarking; Performance Indicators

As part of the benchmarking process, it must be decided how the performance of a particular service or leisure centre should be measured. These measures, called performance indicators, have been chosen to reflect the mission statement of the authority. They are therefore designed to measure the quality of the service, accessibility by minority groups and the overall leisure experience. The performance indicators are divided into three groups - Quality, Service delivery outcomes and Equal access.

See Appenidx 11.6 for a list of the performance indictors to be used in comparison within this report.

6.0 Research Proposal

As part of this report it is recommended that research is conducted to find the opinions of important stakeholders regarding the leisure services within Humewood.

The stakeholder analysis tool and the assessment of Humewood's problems was used to identify two important stakeholder groups. These were two large, excluded groups that potentially could be included in the leisure services. They are disabled members of Humewood Borough and those with low incomes. A number of different research methods will been used to target each group. As both groups are minorities in Humewood, it is recommended that a minimum of one hundred people participate in the questionnaire and interview processes for all the different methods. It is believed that this sample size is large enough to give accurate results, but not too large as to require a significant amount of time to be invested.

Methodology:

Appendix 11.8 shows the criteria for the different methods of questioning, and how best to get the required information. When designing a questionnaire to be subjected to potential respondents, it needs to take into account the method of questioning and the information that is required.

'Focus groups offer the opportunity to interview a number of people at the same time, and use the interaction within the group as a source of insight.' Blaxter, L (2001)

Both interview and observation methods are alternatives to the traditional questionnaire. They both will give the opportunity to gain more of an insight into the respondent's answers rather than purely quantitative answers.

'...the observer may also be a participant in the events being structured, or may act soley as a 'disinterested' observer' Blaxter, L (2001)

A definition of the types of questions used in questionnaires is included as Appendix 11.9.

6.1 Telephone Interviews - Disabled

In order to address the problems identified earlier in this report, part of the researched to be conducted will target disabled members of the Humewood Borough. It order to fulfil the Boroughs mission statement, equal access should be provided for all members of the community. This report has identified a significant stakeholder group that may (or may not) be excluded from access to parts of Humewoods leisure services.

Research will therefore be conducted in order to find out the following information:

* Do disabled people have the same access to Humewoods leisure facilities as the boroughs other members?

* If not, why not?

* What changes need to be made in order to ensure equal access?

Telephone Interviews:

As part of the research package to achieve the above aims, telephone interviews will be conducted. This research method has a number of advantages over other methods. Telephone interviews have a high response rate and are cost effective (in terms of both time and money).

It is important, however, to understand the disadvantages of telephone interviews. As the researcher cannot see the interviewee, visual communication signals cannot be seen. This could lead to potentially misleading data, as people do not always say exactly what they mean and sometimes visual signals can indicate this. This can potentially be overcome by closely monitoring the interviewee's tone of voice.

A transcript of the instructions for all telephone researchers has been included as Appendix 11.10. The questions are designed to identify any factors preventing equal access to leisure facilities and potential solutions to those problems and will be qualitative in nature.

A significant factor in determining the quality of telephone interviews is the method of interviewee selection. It is believed that random dialling will be far too inefficient in targeting a minority such as the disabled; simply because the majority of people dialled will likely not be disabled. It is recommended therefore, that a more targeted approach is implemented.

It would therefore be more appropriate to obtain telephone numbers of disabled people in Humewood. One method of achieving this may be to buy a contact detail database from an appropriate company. Often, database companies collect and record many details about people in an area. It may therefore be possible to purchase an appropriate database from one of these companies.

It is recommended that a pilot study is conducted for these telephone interviews. In this process telephone interviews will be conducted on a smaller scale and the quality of the questions gauged. An iterative process can take place within this study, in which the type of questions and their wording may be changed. The benefits of this process is that any potentially offensive questions can be discovered before they are used on a large scale. Also, questions that are difficult to understand, or provide little new information, can be identified and changed appropriately.

Also, a more cost effective method could be to work with people running local disabled groups or charities. These gatekeepers may allow easier access to disabled groups and may ensure a higher response rate. Potentially, flyers could be out up in the places these groups meet explaining the purpose of the research and asking people who are willing to leave their contact details. This would be an inexpensive way of obtaining contact details but it should be noted that perhaps only people who have a particularly strong point of view would leave their details.

Similarly, flyers could be left at Humewoods leisure centres again asking for volunteers. This however, would be the most biased research as only users of the leisure services would see the flyer; and these people are most likely to be able to access the leisure facilities and be happy with them.

It is estimated that a period of four weeks is allocated for this process. This timeframe will allow meetings to take place and time for people to consider giving their details.

It is therefore recommended that a combination of selection methods is used. Use of a database, posting flyers at disabled groups and Humewoods leisure facilities is recommended to get a mix of methods that is least likely to yield biased research.

6.2 Face to face interviews - Disabled

Face to face interviews will also be conducted because of this style has unique advantages. The research will focus on the changes and improvements that can be made. The interviews will take a semi-structured form, where the researchers writes down five open-ended questions. The two main themes will be the location of the leisure centre and the centre itself.

As for accessing the respondents, this could be done by writing a letter and sending it off with a cut-and-return slip, to peoples' asking if they would wish to be interviewed. The letter could simply outline that fact that we would like to look at the services provided by leisure centres at Humewood and recognise where improvements could be made.

When looking at the disabled, it could be defined in light of the case study: mental and physical disability. The reasons why the same questions on disability will be put to all respondents, is because the customers all have many things in common, i.e. need special facilities whether to help them read or move around within the leisure centres.

A pilot study could be conducted so that appropriate changes could be made, as this is a sensitive area and the environment in which the interviews take place could also be important. Because the interviews will be face-to-face, this will help the interviewer gauge a more detailed response, as he/she could record body language, which otherwise may not have been obtained had an alternative method been used.

The timescale required for collecting the data from the interviewees should be between two to three weeks. The Interview Plan has been included as Appendix 11.11.

6.3 Questionnaires - Disabled

In developing a questionnaire (see Appendix 11.10) directed at the disabled members of the community, a format of 2/3 quantitative questions and 1/3 of qualitative questions was chosen.

Advantages:

Surveying the consumers through a questionnaire method of research will include a relatively low cost of both producing and distributing, it is easy to guarantee that it remains anonymous, easy distribution means that you can reach a large section of the population whilst also targeting specific sections of the community. Infact:

. They save time during the interview because completing the questions simply involves circling numbers.

2. They assist the respondent because thinking about the reply options has already been carried out.

3. Data analysis is made easier as there is no request to code up a myriad of open-ended responses.'

Ref: Hague, P (1993)

Disadvantages:

Assessment through this method will also have weaknesses these include how the researcher has little control over how and when the survey is completed, there is a statistically low response rate. To combat this and to prevent confusion for the recipient the questions need to be relatively simple, also reminders may need to be sent as it is unlikely that the receiver will make completing the questionnaire a priority.

"Postal and e-mail surveys are likely to have lower response rates, and possibly poorer answers because the respondent has no one available to answer any queries; but may allow a higher number of people to be surveyed" (Blaxter, 2001).

Targeting access groups:

Access to the disability listings would allow us directly to conduct our survey. It is relatively cheap to conduct a questionnaire assessment, so there is a case for distributing widely (this would also give us an idea of the proportion of the local community that is disabled)

0 questions - quantitative

To help improve the response rate for the survey, keeping the questionnaire quantitative is essential. A grading system of 1-10 gives some flexibility allowing easy analyse of the answers, which may be used in a presentable format to identify not only trends in the answers, but also how answers to each of the questions relate to one another. (e.g. is their a relation between how they rate the leisure service and how much they expect to pay).

Where as using scales can measure "some aspects of the respondent's behaviour" but "can suffer from being over-used and therefore causing frustration to the respondents." (Hague, 1993).

5 questions - qualitative

There are only a few qualitative questions used in the questionnaire. This is because they are only there to enable more in depth answers to be given if need be. (ie. if customer service is awful, what aspect of customer service is awful). This will give the consumer the opportunity to suggest improvements to the leisure services.

Reliability:

The reliability of questionnaires could be considered to be questionable, as they are well known to have a low response rate. Despite this however, the responses that are received are more likely to be genuine, rather than someone filling out a form or answering questions for the sake of it or not thinking about their answers. Another key disadvantage that therefore must be highlighted is that people are more likely to voice their opinions if there is something wrong than if there is something to praise.

Pilot Test:

In order to make sure that the best possible responses are recorded, a pilot test of the questionnaire will be sent out. This will be done to ensure that the correct type of questionnaire has been used and the correct type of questions have been asked.

Timescale:

The low response rate and the need to allow the recipient to answer in their own time, also means that a number of reminders will also need to be sent. Taking all of these factors into consideration it means that it could take around five weeks before enough responses are collection in order for them to be compiled for analysis.

A copy of the Questionnaire has been included as Appendix 11.12.

6.4 Mystery Shopper - Low Income

Using a mix of qualitative and quantative data will provide a fuller picture of some of the issues around how to increase the usage of some of our facilities by low-income users. Questionnaires, and face-to face interviews will generate very different information, yet gaps may still remain. Both these methods focus on questioning the users directly. However, this may not necessarily be the best way to generate an accurate picture of what is going wrong. Perhaps it would be better to look at the behaviours of staff first-hand, and perhaps the service itself needs to be put under scrutiny to see what the issues for low income individuals are.

For this reason, the use of a mystery customer seems ideal, as it will offer benefits that some of the other research methods cannot. Firstly, as the technique involves a chosen individual imitating a customer, it is covert, and thus the genuine behaviour of staff towards low-income users is far more likely to be revealed. Another thing is that unusual questions which customer may need to ask could be used, as this would reveal to what extent staff are best placed to help low-income customers. Individual transactions between customers and staff can also be recorded accurately, and questions can be made regarding what extent the facilities cater for low income users. Compared to other direct forms of observation, there are also bonuses as fully participant observers can be subject to bias as integration is needed to carry out the research. For instance, it would be better to use a mystery customer than someone posing as a new member of staff, as they are less likely to side with anyone, and it also far easier to carry out the research, as interviews, training and everything else associated with finding a job are avoided.

The contrived situation would also allow increased control, speed-up data gathering as relevant questions can be asked, and the costs are also reduced as longer-term constant observation is not needed. The mystery customer is only required to pose as a customer for short periods of time, despite that fact that they would perhaps need to make many visits over time to get an accurate picture of what actually happens in the environment. The research ideally needs to be spread over different times of day, and different days of the week, perhaps even different times of the year. This is a necessity because low-income users who are out of work may be treated more fairly on occasions where there are few other people around, for instance during the morning when most other people are at work.

The mystery customer can focus on those facilities where the low usage by low income individuals is a major problem- namely Amkhala and Addo. It would also be advisable to do similar tests in a centre which is not so deeply affected by such problems, and for that reason Safari has been chosen, as it has the best record for equity. This would allow us to determine to what extent what the mystery customers sees actually has an effect on usage of the facilities.

However, some questions are asked about the process, for example how ethical it is. It may be argued that it is unethical to trick staff by impersonating customers, so to overcome this, we will need to warn staff that they are liable to be checked in such a way at any time. This would ensure that the process is as ethical as possible, but will have no bearing on its accuracy, as staff will be unaware if it is the mystery customer they are speaking to. Access to the facilities in the manner intended should be arranged with the gatekeepers, who in this instance are the managers. It is essential to seek their approval because they will be the ones who will have to make staff aware of the research. The support of management is likely to be fairly easy to gain, as the use of such a procedure, and its findings will serve the purpose of improving standards.

Overall, the method should allow us to see if the ways staff behave, and the facilities available (eg. concessions for low-income users) are up to the standards set in the mission statement, in particular in making leisure a reality for all.

6.5 Questionnaires - Low Income

Quantitative Research

This type of research involves asking preset questions on a large enough sample of people to provide statistically valid data. There are three key aspects to quantitative research:

- Sampling - Ensuring that the research results are typical of the whole population, even though only a sample of the population has been interviewed;

- Writing a questionnaire that is unbiased and meets the research objectives;

- Ensuring the validity of the results.

There are two main concerns when it comes to sampling:

) How to choose the right people for the interview (Sampling method).

2) Deciding how large a sample to interview.

There are four main ways of selecting participants, for this report stratified/cluster sampling techniques will be used.

Stratified sample:

Only interviewing those with a key characteristic. In our case those individuals who fit in the category of having a low income ie. students, single parents and the unemployed. Within this stratum/section of the population individuals could be found at random or by setting quotas based on factors such as social class and income.

Cluster sample

Sampling only within a specified area. In this case, at the selected leisure centres.

6.6 Interviews - Low Income

A pilot research is trial run to test the design of the research with a sample of operatives who possess the same traits as the targets (May 2002). Piloting, although time consuming, can prove effective. By conducting such a process before the actual survey, any main problems can be identified and resolved.

The adopted method for research will use a qualitative method which is ethnographic rather than scientific. A strength of this method is that it allows the researcher to submerge themselves into the field.

To complete this process is time consuming which is why it is necessary to be efficient. From implementing this technique, the opportunity is provided to analyse the situation by taking into account the various stakeholders. The questionnaire that will be used in the research survey is included as Appendix 11.14,

The method used above is advantageous as it is economical, provides the choice to target specific members and because it can be structured prior to initiating contact with the intended recipient. Although there are few questions, they are relevant in trying to achieve the aim. Also fewer questions encourage respondents to provide a more honest answer as they have more time.

Overall the survey has allowed us to incorporate a variety of methods, these include structured, open and closed questions hopefully giving a more accurate evaluation.

7.0 Proposed Analysis Techniques

Analysing the research

Although this report is concerned mainly with qualitative research, Excel would be relevant when looking at for example, the age range of the users and how many perceive particular services as being for example, expensive or inaccessible. Such data could possibly be displayed by using a histogram, which would enable one to get an overall picture of peaks and troughs, trends and patterns, across the ages of the users. Although a linear graph may also suffice.

Tables can also be used to display consumer feelings. Researchers can group similar ideas, and display these groups (and the number of people within them), to simplify the analysis process.

8.0 Public Relations and Marketing

Marketing is playing an increasingly important role within public service organisations. In the case of the Humewood research project, marketing will play an important part in its benchmarking, research protocol and analysis sections.

An Important consideration in achieving a high level of response and accurate information for the research protocol is the communication of the importance of the research. The interviewee must understand why they are being interviewed if they are expected to be honest.

For this reason, at the start of any interview or questionnaire, the interviewer must explain to the interviewee that the research is designed to gain an understanding of the local leisure centres and their users in order to improve Humewoods services.

In a number of the proposed research techniques the possibility of a low response rate is a concern. For this reason it may be cost-effective to offer an incentive to participants. This presents a number of options, such as a chance of winning a prize or a guaranteed reward for each participant.

In today's society people are almost continually offered the chance of winning a prize (through charities, scratch cards, prize draws, etc.). As people so rarely win the impact of such incentives may be reduced as people are saturated by the possibility of a prize.

It is therefore recommended that each participant be guaranteed a reward. Perhaps leisure centre vouchers could be offered (although these would only reward those who enjoy the services and may therefore bias research). Even a reward such as a free pen, stationary or sweets/balloons could sufficiently attract people to spare the time. These can be provided at a relatively low cost considering the cost of hiring research staff who cannot interview anyone.

It is therefore recommended that the above rewards are used to save both time and money and to ensure a high response rate.

Marketing Mix

The marketing mix can be applied to Humewood's leisure services to gain an understanding of its position in the market and the views of consumers.

Product- The product would be the leisure service. The consumer will expect the service to at least do what it is expected to do. By determining how the consumer views the service, we can evaluate how the service can be tailored more to the consumers 'wants and needs'.

Price- How does the price affect the consumer's perception of the service. Is the price too high or too cheap?

- If too high, consumers will be deterred. Possibly feeling it is not 'value for money', this may though contribute to a high quality service promoting a prestigious service.

- If too low, lose of revenue. Possibly deterring consumers who do not want to be associated with a service that could be considered low quality because of a low price.

Place- The place that the service is located will have an impact upon the perception of the service, the type and amount of people it attracts maybe variable because of this factor. The location may mean that it is difficult to access for people outside of the local community, if this is the case that decreases the potential consumers.

Promotion- Awareness of a service is crucial if potential consumers are going to be attracted to a service. They need to know what it is, what it does, where it is. Promoting the image as positively as possible is critical if it is to be represented to the general public in the best possible light.

The 'marketing mix' is needed to highlight the key factors in the delivery of a service. As such the questions used in the analysis have been structured to evaluate how well the areas of the service are doing and how they can be improved. The issues that are therefore considered in practice include:

'...

i) Admission Prices,

ii) Opening arrangements,

iii) Quality of facilities provided,

iv) Promotion (generic and specific),

v) Special events,

vi) 'weather proofing' of the site to decrease the dependency on good weather,

vii) 'Seasonal proofing of the site to make the site to make the site more interesting for visits (and repeat visits) all seasons of the year.'

(Bovard, A.G et al 1984)

Internal Marketing

The two stakeholders we have chosen to target include disabled and low-income users, these are both potential consumers, located outside the organisations and are therefore external. The surveys we have carried out are directed accordingly, they may have concerns about internal stakeholders and in which case and in which case an internal marketing audit will be carried out. The internal stakeholders may include the operational level staff, management at all levels and board members.

9.0 Evaluation

In order to solve the problems identified earlier in this report, a wide variety of research techniques will be employed. Two important stakeholders were identified (disabled, and low-income) and three different research techniques were used to target each group. This gives the report a greater chance of engaging the identified groups.

The report is however, constrained by both time and finance. Also, as with all research, the validity and reliability of any collected data has to be questioned. Although every measure has been taken to avoid unreliable data, the potential of its occurrence should still be recognised.

Measuring reliability and validity

Reliability can be confirmed by repeating research after some lapse in time. In order to get a more reliable study, the research could try to gain consistency; this is through re-wording the questions and conducting the research again, which might/might not yield the same results.

As for validity, which looks at how truthful/honest the respondents are, five aspects would need to be considered, these are: face value, (how good is the method used), the content, (this could be done through an independent observer), concurrent, (how far the findings are comparable to the standard measures), predictive, (does the data allow scope for predicting), and constructive, (whether the survey has any real value or meaning).

0.0 Recommendations and Conclusions

Much has been suggested as to what the best course of action for Humewood Borough council to take will be, but one thing is clear. It is essential to begin researching the problems in-depth as soon as possible, which is why it is recommended that Humewood Borough conduct further research on the lines of the methods suggested in this report. Once the extent of the problem can be assessed from the findings of this research, the process of increasing equity in Humewood leisure services can be started and the council can move a step closer to the achievement of its mission statement.

2.0 Bibliography

BIRMINGHAM CITY COUNCIL (2003). Class information.

BLAXTER, Loraine , HUGHES, Christina and TIGHT, Malcolm (2001). How to research. Great Britain: Biddles Limited.

BOVAIRD, A.G., TRICKER M.J. and STOAKES, R. (1984). Recreation Management and pricing. Hampshire: Gower Publishing.

BULLIVANT, John R.N. (1994). Benchmarking for continuous improvement in the public sector. Bath: Bookcraft Ltd.

HAGUE, P. (1993). Questionnaire design. London: Kogan Page Limited

MAY, Tim (2002). Qualitative research in action. London: Sage

SANDWELL BOROUGH COUNCIL (2003). Leaflet: Harry Mitchell leisure center.

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