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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