1.2. Size
of the universe, sample selection and design of the questionnaire
Lists provided
by the Department for Tourism, Commerce and Industry of the Generalitat of Catalonia were
used to determine the universe of the fuel sector. The sample design was based on a
proportional distribution of the list of service stations according to province, district,
town and brand, and the stations making up the sample were selected at random; the planned
size was 533 stations. This number was deemed adequate for a margin of sampling error of
3% and a confidence interval of 95%. Table 2 below reveals the provincial forecast of the
sample:
Table 2. Provincial structure of the
sector and sample distribution
Provinces: |
Service Stations in Catalonia: |
Study sample: |
Number |
Percentage |
Theoretical |
Obtained |
Barcelona |
561 |
52.7 |
282 |
260 |
Girona |
174 |
16.4 |
88 |
78 |
Lleida |
139 |
13.1 |
69 |
71 |
Tarragona |
190 |
17.8 |
94 |
104 |
Totals |
1,064 |
100% |
533 |
513 |
Source: Language
in service stations in Catalonia. Sociolinguistic contribution. 2000
1.2.1. Creation of the questionnaire
The research
team created a protocol or observation questionnaire based on the notion of the routine
that we mentioned earlier and by observing the movements involved in this routine.
Firstly, they
needed to gather linguistic information from signage and brand advertising at the entrance
(see the Campsa and Shell canopy pillar photographs; at Campsa, the linguistic ambiguity
of the logo and product names is clear, not to mention the Spanish monolingualism of the
opening hours notice. Shell's bilingual solution is also clear).
Secondly, they
had to focus on signage on the canopy, pillars and petrol pumps in the service station:
names of different products, volume and cost and position of pictograms (three
photographs of this area).
The office
and cash register area formed the third observation block; this included the
presence/absence of Catalan in the shop area and the bar/cafeteria, restaurant and/or
hotel (note the sign written exclusively in Catalan alone above the pump, and those of Shop
and Night Till also in Catalan alone at BP).
Before leaving
the service station, the team also had to observe other services such as water/air
pressure machines and whether or not there was a car wash, garage or other services. (This
photograph reveals how a sign in a service station such as Cepsa uses bilingualism in its
notices regarding sets of measuring instruments, complaints and safety regulations)
The
questionnaire was completed by noting down on forms the language or languages used in
notices, signs, brands and the names/prices of the products. This observation was made in
an average of 20 minutes per area because service station staff did not need to be asked
for information. The aim of the second part of the observation was to find out the
language used orally by service station staff in their dealings with customers. This part
was based on spontaneous oral language used to interact with the observer. The interview
ended with a number of questions to staff in charge of the premises and a few observations
about the condition of the surroundings of the service station.
Before any
fieldwork was undertaken, a number of checks were carried out at a variety of service
stations in order to verify and correct the protocol; a series of photographs were also
taken and an expert in the sector was consulted to ensure that important elements were not
left out of the aims of the investigation. Immediately afterwards, the team of
investigators attended training meetings to standardise and clarify the observation
criteria.
1.2.2. Sample extraction and fieldwork
The sample was
extracted at random by stratifying it according to comarcas (districts). Once the
definitive list of service stations to be visited had been drawn up, a map was used to
work out a system of routes to ensure that fieldwork was carried out as efficiently as
possible. All motorways, dual carriageways, national and district roads, the Eix
Transversal and service stations located in urban suburbs shopping centres, co-operatives
and marinas were covered (3).
A total of 533
service stations were visited, of which information was obtained from 513, including
points of sale in certain shopping centres, co-operatives and ports.
Some incorrect
addresses, closed or abandoned establishments and in some cases, staff who refused to
answer the questions and/or made observing the establishment difficult, account for the
twenty cases in which we did not receive a response. |