Show that
$$
1-y=\frac{p \cdot k^{\prime}}{p \cdot k} \simeq \frac{1}{2}(1+\cos \theta),
$$
where $\theta$ is the scattering angle in the electron-quark center-of-mass frame.
Hence, identify the $(1-y)^2$ and 1 terms in (9.24) with scattering between an electron and quark with opposite helicities and with the same helicity, respectively.
The parton model result $2 x F_1=F_2$ is known as the Callan-Gross relation. It is a consequence of the quarks having spin $\frac{1}{2}$ and is well borne out by the data.