Factors Affecting and Contributing to Donkey and Hybrid Acquisition Decisions in the UK
Across the stages of donkey/donkey hybrid acquisition, from early decision making through to the act of purchase or rehoming, there is potential for practices that may promote or compromise the animal's welfare.
There is currently limited evidence behind the motivations, attitudes and behaviours of people thinking about or acting on decisions to purchase or rehome a donkey/donkey hybrid. Identifying key factors associated with donkey/donkey hybrid acquisition may help to develop and direct support to where it is needed most.
This study will incorporate three complementary strands of data collection to further our understanding of decision-making processes underlying the planned or actual acquisition of a donkey or donkey hybrid, and characteristics of the owned donkey/ donkey hybrid population in the UK. The first project strand (1a) will explore online platforms, including social media, to investigate the current sales market for donkeys and their hybrids. Data will be collated longitudinally enabling temporal differences, including seasonal variations, to be captured. Strands 2a and 2b focus on people who are contemplating acquiring a donkey or hybrid, or who have already made that commitment. In strand 2a a cross-sectional online survey targeting people who own or who have rehomed donkeys, or their hybrids, will be used to collect data on donkey and owner demographics, the owners acquisition process, information seeking behaviour and experience of ownership/guardianship. Strand 2b will use focus groups and semi-structured interviews, as appropriate, to provide a deeper insight into areas of interest informed by the survey data.
1) A search of donkeys and their hybrids being advertised for sale via publicly accessible websites, social media and online auction catalogues. Details provided in the advert (location, age, sex, breed/type, colour, whether being sold as an individual, pair or group, information relating to breeding status, health status and behaviour, suitability, price etc.) to be recorded in a password protected Excel spreadsheet. Data will be recorded on a minimum of a weekly basis and for a full calendar year to get full seasonal representation.
Broad, descriptive data analysis will be employed to uncover trends and patterns.
2a) Cross-sectional online survey hosted on Microsoft Forms aimed at both current and prospective donkey/donkey hybrid owners/guardians in the UK. We are aiming to collaborate with a University for this part so that it is more independent and to avoid potentially skewing responses by it being solely a TDS survey. Adopting a collaborative approach will also hopefully be beneficial for advertising and dissemination of the survey to a wider group of participants. The survey will be publicised on social media and via relevant newsletters. Participants will be encouraged to share the survey details within their relevant networks to maximise reach.
The survey will consist of a mix of demographic questions, closed-ended multiple-choice questions and a small number of open-ended (free text) questions.
Key topics will include: owner demographics and location, current donkey/donkey hybrid demographic information, donkey/donkey hybrid owning timeline/history, method of acquisition, purchase price/rehoming fee, reason for acquisition, whether the donkey/donkey hybrid(s) matched their description/lived up to expectations, main sources of donkey/hybrid education/information.
The survey will remain active for 1 month, after which the number of responses will be checked and a decision made on whether to extend the time.
The data will be statistically interpreted to identify any significant patterns and relationships. Open-ended questions will be transcribed and thematically analysed using NVivo.
Survey participants will be asked if they would like to take part in a focus group / interview and details will be taken accordingly.
Survey participants contact data will be numericalised to preserve confidentiality whilst retaining contact information for those who volunteer for focus group interviews.
2b) Focus groups/interviews with relevant stakeholders including both prospective and current donkey/donkey hybrid owners/carers (to include private homes, guardian homes, educational establishments, commercial operators), along with breeders, dealers and welfare charity representatives. A purposive sampling strategy will be used to capture the breadth of perspectives and experiences.
Focus groups and interviews will be undertaken after gaining consent to do so (see attached information sheet and consent form). They will be recorded and preferably conducted online but face to face remains an option if required - subject to suitability and budget. Each focus group will likely have between 4 and 12 participants and there will likely be 3 questions posed to the group during the session. Key topics will be determined upon trends identified within the survey data.
To gain a better insight into the current online trade of donkeys and their hybrids and to explore key ownership variables around acquisition decisions.
Research Questions:
What platforms are being used to advertise donkeys and their hybrids?
How many donkeys/donkey hybrids are being advertised (on average) each month and are there seasonal variations?
Are there certain types of donkeys/donkey hybrids being advertised (age, breed etc.)?
Are there any regional differences?
What type of information is being given in adverts (health, behaviour, breeding status etc.)?
To what extent do acquisition decisions vary with owner demographics?
Are differences in acquisition decisions associated with differences in owner knowledge and understanding?
What are the drivers behind people deciding to source donkeys or their hybrids?
What are the driving factors behind decisions to purchase versus rehome?
Are there any keys aspects people look for when purchasing/rehoming (temperament, conformation etc.)?
Are there any trends (demographic, socioeconomic etc.) in people buying vs rehoming?
Do people tend to carry out any research before purchasing and if so, where do they go for information/advice?