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learn$ave Project: Final Reporteligible population who were already aware of learn$aveand to ask for their impressions of learn$ave. The otherpurpose was to examine people’s reactions when theyheard about learn$ave for the first time and determinehow many would apply for learn$ave once they knewabout the project. This information is helpful in understandingthe general appeal of the project, examining theeffectiveness of recruitment strategies and understandingissues that arose in recruiting participants.The goal was to reach a representative sample of thepopulation in Toronto and Vancouver who would havebeen eligible for learn$ave. While it may have beenmethodologically preferable to call any number in thesecities at random and determine whether the respondentwas eligible for learn$ave, this approach was deemed tobe too labour intensive and costly. In order to improve theefficiency of the surveying process, only people in lowincomeneighbourhoods were called. Where a respondentconsented to the interview, they were asked a series ofquestions to determine whether or not they were eligiblefor learn$ave — those who qualified completed the fullsurvey.For each postal walk in the City of Toronto and theGreater Vancouver Regional District, Statistics Canada’sSmall Area Data Division calculated the proportion ofthe population below the Low Income Measure (LIM)based on people’s income tax records. POLLARA choseone-quarter of the postal walks 5 that had the highestproportion below LIM and then compiled a list of allavailable phone numbers in the areas. From that list,POLLARA randomly selected the phone numbers to becalled. Almost 70,000 numbers were dialled in order toreach 7,855 people willing to complete the interview.community-based organizations that delivered learn$aveas well as the national non-profit organization thatoversaw its implementation and delivery, SEDI. Alsotelephone interviews were conducted with representativesof the financial institutions that partnered on thisproject.This study also used secondary analysis of a body ofqualitative data collected by SRDC researchers as part ofthe implementation research process, from re-analyzedand interpreted from the perspective of site deliverer.This evidence included transcripts from focus groups aswell as researchers’ notes from interviews and observationsconducted during site visits throughout the project. 6These data contributed to a comprehensive picture ofservice delivery from multiple perspectives.The qualitative data analysis software program,NVIVO 7, was used in the data coding and analysis, asit was used in the analysis of qualitative data collectedas part of the earlier implementation research. Initially,an analysis coding framework was developed to ensurecoverage of all themes identified at the outset of the studyin the interview questions. The framework was expandedas iterative coding identified more subtle themes andinterpretations.Upon answering the phone, respondents were notimmediately told about learn$ave. Rather they were toldthat the interviewer was calling from POLLARA on behalfof a project sponsored by the Government of Canada.Respondents who were willing to complete the surveywere asked about their age, family size, income, liquidassets and student status in an attempt to determine theireligibility for learn$ave. Among the 7,855 respondentswho agreed to do the survey, 1,259 were likely eligible forlearn$ave — an eligibility rate of 16 per cent.Interviews with site staff, SEDI,and financial institutionsAbout 45 interviews were conducted as part of theservice delivery case study in the latter stages of theproject. Over 40 in-person interviews were conductedwith learn$ave staff and organization directors of the 105 A postal walk is the area covered by an individual letter carrier or his or her daily route.6 Two rounds of focus groups were conducted by SRDC researchers; 12 sessions in the fall of2002, involving 102 individuals across five sites: Vancouver, Toronto and Halifax, as well asCalgary and Digby. The second round took place during the fall of 2003 and consisted of 24sessions involving 147 individuals in Vancouver, Toronto, and Halifax.Social Research and Demonstration Corporation Appendix C | 123