2. METHODOLOGY
This study consisted of two related data gathering exercises: a series of eleven focus groups with members drawn from the public in general and from stakeholder groups, and a structured telephone questionnaire survey of a random sample of 1127 New Zealanders aged 18 and over. Both exercises covered the control of possums as well as rabbits.
2.1 Focus groups
Focus groups are a form of qualitative research and are basically group interviews (Morgan, 1988) . The process involves bringing together 5 - 10 people under the leadership of a facilitator to discuss a particular issue or topic. The facilitator puts questions to the group, perhaps supported by audio-visual aids or stimuli, and the ensuing discussion allows the interactions and interdependencies of issues to be identified and explored. The discussion is often tape-recorded or videotaped for later analysis. Such groups can provide rich and detailed information on attitudes, perceptions and beliefs, which are often difficult to explore in structured surveys. The focus groups were therefore chosen for their potential ability to cover the range of issues and perspectives of various stakeholder and public interests and were intended to complement, but not substitute for, sample surveys.
The focus groups were used to:
- Scope the issues around pest control.
- Explore the attitudes to and perceptions of biological control, and in particular RCD, among the various stakeholders.
- Assist in the design of the survey questionnaire.
Eleven focus group discussions were held between June and July 1994:
| 1. | Primary Producers | Kokatahi |
| 2. | The Rural Public | Greymouth |
| 3. | Primary Producers | Kaikoura |
| 4. | The Urban Public | Christchurch |
| 5. | The Rural Public | Cromwell |
| 6. | Relevant Government Agencies | Wellington |
| 7. | Primary Sector Agencies | Wellington |
| 8. | Forestry Producers | Rotorua |
| 9. | Animal Welfare Interests | Auckland |
| 10. | The Urban Public | Auckland |
| 11. | Environmental and Conservation Groups | Christchurch |
Pest control management personnel from regional government bodies participated in the Greymouth Rural Public, Primary Sector Agencies, Forest Producers, and Animal Welfare Interests focus groups.
There was a common format for the focus group meetings (see appendix 1). Enlarged
coloured photographs, and current publicity materials were used as prompts for discussion.
The focus group proceedings were recorded by hand as well as audio taped. The tapes were
later content-analysed by the research team and the discussions summarised in "mind
map" diagrammatic form. [ These mind maps were provided as appendices to the authors'
original report to MAF (Fitzgerald et al. , 1994).]
2.2 Telephone Survey
The design of the telephone survey was based on the findings of the focus groups and also drew on previous surveys into public attitudes to genetic engineering in New Zealand (Couchman & Fink-Jensen, 1990) and to pests and pest control methods (Sheppard & Urquhart, 1991).
Questionnaire design & testing
A draft questionnaire for telephone interviewing was developed during consultation with MAF Policy staff and Manaaki Whenua -Landcare Research (MWLR) scientists. The draft questionnaire was then field-tested. Questions were structured to determine how respondents perceive rabbits, their impacts and the extent of these impacts, the acceptability of alternative control technologies, the support for and opposition to the introduction to New Zealand of RCD, and the reasons for this support. One open-ended question sought clarification about the respondent's attitude to introducing RCD. Questions covering the respondents' demographic details included gender, age, location, and occupation, along with membership of relevant animal welfare and environmental organisations.
The average interview time for the whole questionnaire, which focused mainly on possum control [ see separate report by authors in press: "Public Perceptions & Issues in the Present & Future Control of Possums".] , was 25-30 minutes of which the rabbit questions took 5 - 7 minutes. Except for the open-ended question, all items were closed and precoded. The answers to the open-ended question were listed, grouped then coded to allow for quantitative analysis.
The survey interviewing was carried out by Strategic Research Services (SRS), a Christchurch-based survey organisation. Interviews were held with people aged 18 and over by ringing a random sample of domestic telephone numbers drawn from Telecom New Zealand's database. Interviewing took place in the evenings and weekends from 12 September to 22 October 1994. A total of 2528 numbers were contacted, which resulted in 1127 completed interviews. Coding and data entry were done by SRS, who also audited the interview team. Analysis was carried out by the research team using the SPSS software package.
Contact for Enquiries
Manager, Strategic Science Team
MAF Biosecurity New Zealand
PO Box 2526
Wellington
NEW ZEALAND
Phone: +64 4 894 0115
Fax: +64 4 894 0731
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