Stirling Perception Study
Stirling Council and Scottish Enterprise Forth Valley commissioned MORI Scotland to conduct research into local and wider audiences' perceptions of Stirling. The research will be used to inform the development of a marketing strategy 'Selling Stirling'.
The research was conducted among residents, students, visitors, potential visitors, businesses and stakeholders to provide the Council and its partners with a deeper understanding of key audiences' perceptions and experiences of the City of Stirling.
- Download the final report pdf, 633KB
Technical details
The research was conducted between November 2005 and January 2006 and consisted of nine focus groups, 27 telephone depth interviews with the business community and relocation advisers and 16 telephone / face-to-face depth interviews with key stakeholders.
Two focus groups were conducted with Stirling residents, two were conducted with Stirling University students, two were conducted with visitors to the city from Dunfermline and Falkirk and three were conducted with potential visitors from London, Newcastle and Glasgow.
In addition to the qualitative research, five questions were included on MORI's national (Great Britain) omnibus. Interviews were conducted with a nationally representative sample of 2,112 members of the British public, aged 15+, from 5-10 January 2006, across 203 individual sampling points. Interviews were conducted face-to-face, in home, using CAPI (Computer Assisted Personal Interviewing), with quotas set by gender, age, household tenure and working status.
Data were weighted by social grade, standard region, unemployment within region, cars in household, and age and working status within gender. This is to adjust for any variance in the quotas or coverage of individual sampling points so that the sample is representative of the GB adult population.
