Citizen Surveys as a Management Tool

Dr. Mark EllicksonOpinion Research Specialists, LLC

Citizen Surveys as a Management Tool

Why Do Citizen Surveys?

Benchmarking

IdentifyingTrends

Balanced/Representative

Feedback

Balanced/Representative Feedback

Feedback that is representative of the entire community,

not just the most vocal citizens

Identifying Trends

1998 1999 2000 2001 2002 2003

88%72%

81% 85% 91% 96%Quality of Life

% Very Good + Good

Benchmarking

City F

City E

City D

City C

City B

City A

56%

64%

83%

89%

92%

96%

Quality of Life

% Very Good + Good

Who is Doing Citizen Surveys?

58%

Population 25,000 +

How Useful Are Citizen Surveys?

70%

Very Useful

Two Basic Types of Citizen Surveys

General Population

Targeted Population

Steps in the Survey ProcessCommunicating

Results

Analysis & WritingQuestionnaire Design

PlanningSampling

One-Time Only Questions

Demographic Questions

Core Questions

PlanningDefine primary objectives of the study

1.

Satisfaction with City ServicesPerceptions of Safety

Communication EffectivenessSatisfaction with City Employees

Quality of Life

PlanningCore Questions

Local Issues, e.g., adding fluoride

Satisfaction with Local Cable Provider

Citizen Support for Park Tax

Consolidation of City & County Depts.

PlanningOne-Time Only Questions

GeographicLocation

Age

Gender

Yearsof

Residency

Children inHousehold

Educational Level

PlanningDemographics

Mail Vs. Telephone

2. Determine method of data collection

PlanningDefine primary objectives of the study

1.

Mail vs. TelephoneCriteria Mail Telephone

Response Rate Medium–High Low–Medium

Anonymity Yes No

Type of Questions More Detailed &Visuals

Less Detailed & No Visuals

No. of Questions Few–Many Few–Moderate

Speed Slow Fast

Cost More Expensive Less Expensive

Planning1. Define primary objectives of the study

2. Determine method of data collection

3. Develop a realistic time table

September

8

Develop a Realistic Timetable

Questionnaire Development 2–4 Weeks

Initial citizen survey or part of an on-going survey cycle?

Includes printing

Develop a Realistic Timetable

Questionnaire Development 2–4 Weeks

Survey Implementation 1–5 Weeks

Telephone vs. Mail Survey

Develop a Realistic TimetableQuestionnaire Development 2–4 Weeks

Survey Implementation 1–5 Weeks

Statistical Analysis & Report 1–3 Weeks

Complexity of analysis & report

Develop a Realistic Timetable

Questionnaire Development 2–4 Weeks

Survey Implementation 1–5 Weeks

Statistical Analysis & Report 1–3 Weeks

TOTAL 4–12 Weeks

Sampling1. Determine which citizens to survey

Random Selection Procedure

Random Selection Procedure

Population

Sample

Sampling2. Determine how many citizens to survey1. Determine which citizens to survey

100

100

100minimum

minimum

minimum

625minimum

Overall

Subgroup Subgroup

Sampling

2. Determine how many citizens to survey1. Determine which citizens to survey

3. Margin of error based on sample sizeSample Size Margin of Error

100 plus or minus 10%400 plus or minus 5%625 plus or minus 4%800 plus or minus 3.5%

1,000 plus or minus 3%

95% Confidence Interval

n=400m.e. = +/- 5%

58%

63%53%

n=1000m.e. = +/- 3%

55% 61%

Open vs. Closed-Ended Questions

One-Time Only Quest.—Current Issues

Demographic Questions

Core Questions for Trend Analyses

Questionnaire Design1. Questionnaire Content

• Tied closely to survey’s primary objectives

Questionnaire Design2. Questionnaire Flow

Importance of first set of questions

• Relatively easy to answer

• Of interest to all respondents

• Demographic questions always go last

Questionnaire Design3. Questionnaire Wording

Focus

Brevity

Clarity

Focus

Each question should focus on a specific issue or topic

Brevity

Survey questions should be as short as possible while still

conveying the essential meaning

ClarityThe meaning of each survey question should be clear and

consistent. Vocabulary should be kept as simple as possible.

Very Satisfied Somewhat Satisfied Neutral Somewhat Dissatisfied

Very Dissatisfied

Overall, how satisfied are you with the services you receive from City XYZ?

Very Satisfied Somewhat Satisfied Not Sure Not Satisfied

Unbalanced Response Sets

Analysis & Report Writing

ExecutiveSummaryMethodology

Report Body

Questionnaire

ExecutiveSummary

A brief summary of the survey’s major findings

Methodology

Demographic profile

Survey designResponse rate

Report Body

Trend AnalysisOverall Analysis

Demographic AnalysisBenchmarking

Questionnaire

Include a copy of the questionnaire with

percentages at the end of the report

Public

Communicating Results

City Council

Citizens

Media

Public

Communicating Results

City Council

Consultant presents to City Council

City Council retreat

Media interviews consultant

Media attends consultant presentation

Communicating Results

Media

P I O sends out news release

Communicating Results

CitizensMedia coverage (newspaper, radio, TV)

Internet posting on city website

City government information channel

Conclusion

Citizen surveys are a “win-win” situation.

Citizen surveys expand avenues of public communications

Citizen surveys help bridge the gap between

community perceptions & a city’s knowledge of them

Citizen surveys increase citizen confidence & trust

in local government and its leaders

“Most importantly, any community that commits to the time and expense of conducting a professional citizen survey on a regular basis also must commit to using the results to make

the investment worthwhile.”Source: “A Systematic Approach to Assessing Community Opinions” by Mark Ellickson, Kathy Ellickson, and Tom Finnie in Missouri Municipal Review/February-March 2002

Opinion Research Specialists,LLC

Dr. Mark EllicksonSpringfield, Missouri(417) 889-4506