Citizen of Edmonton Findings:Edmonton Public School Board Preference Measurement
April 14, 2008 Public Presentation EPSB Board Meeting
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Executive Summary
Conjoint Analysis
Additional Question Responses
Background
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ObjectivesOverall objectives include:
– Understanding the value based drivers of educational preferences that are most important to citizens of Edmonton
– Determining if there are any differences in preferences across key segments.
The survey data will provide insights into ways the EPSB can serve the needs and wants of citizens for public education in Edmonton.
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MethodologyData Collection Methodology
– The on-line survey was available from December 1 - 10, 2008.
– The survey consisted of:
> Conjoint trade-offs among various options value-drive perceptions of school board policy options
> Demographic questions
Responses
– Sample of 706 Randomly selected Edmonton residents (age 18 or older)
Statistical validity
– With a sample of this size, the aggregate results are considered accurate to within +/-3.7 percentage points nineteen times out of twenty, to what they would have been had the entire adult population of Edmonton been included in the survey
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Our approach to measuring citizen preferences
Preference measurement and analysis is a research approach that can be used to understand how people make choices.
Understand perceptions and how choices are made (trade-off).
Measure preferences through a simple user friendly survey.
Learn how perceptions compare and what is most important to citizens of Edmonton
Identify what is most important to citizens and what the drivers of value are.
Design, deliver, and/or communicate new or existing programs addressing the needs of the community.
Ideally, blend citizen preferences with organizational costs to optimize plans; create win-win solutions.
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Executive Summary
Conjoint Analysis
Additional Question Responses
Background
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Key Findings
Generally, every feature tested in the survey was viewed as being important.
– The attributes concerning space/ cost issues, and the focus of education were viewed as most important.
For the most part, differences in major preferences between segments are modest:
– This suggests that while pockets of Edmontonians have unique needs and preferences, these break across many standard formats used to communicate to each
Several secondary features are also important, most notably because of the inelasticity of preferences
– Distance and proximity issues
– Use of school facilities
– School size
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Executive Summary
Conjoint Analysis
Additional Question Responses
Background
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Attribute Importance
10.6
11.3
10.7
18.1
22.9
13.3
13.1
Proximity
Program
Buildings
Space / Cost
Focus
Operating Struc
Population
Key elements driving preferences include:
– Space and cost related issues
– Focus on education
Illustrates the amount each attribute contributes to overall preferences. Can be thought of as the potential a given feature has to drive citizen preferences.
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Importance
Importance
Proximity 11
Programs & programming 11
Use of school facilities 11
Space & Cost 18
Focus of education 23
School operating structure 13
School population 13
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Attribute Level Preference Index (Aggregate)29
28
13
0
0
30
0
26
27
17
8
24
0
61
41
28
29
41
< 1 km
1-3 km
3-5 km
> 5km
Standard/Limited
Standard/Extensive
Only K-12 needs
K-12 + after hours comm
K-12 + social needs
K-12 + early learning
K-12 + leased commercial
K-12 + community integration
Focus on test results
Focus on creativity, thinking, adaptabilty
Focus on indiv. Talents
Focus on skilled workforce
Focus on citizenship / character
Focus on preparing for post-secondary
Proximity
Programming
Use of school
facilities
Focus on education
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Attribute Level Preference Index II (Aggregate)13
48
31
0
26
16
24
36
0
2
12
20
33
35
0
Keep open regardless of cost
Keep open based on comm. Needs
Keep open based on city growth trends
Keep open regardless of program quality
Keep open regardless of enrollment
Organize around innovative tech.
Fund resource supports (librarians / TA's)
Fund specialized spaces (music rooms, shops)
Combine grades based on school choice
Combine grades based on enrollment
Fund for the smallest classes
Less than 150 students
150 - 300 students
301 - 500 students
More than 500 students
Space and Cost Issues
School operating structure
School population
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Findings and Implications
Key FindingsThe two key drivers of preferences are space/cost and focus on education
Distance: Threshold at 3km
Preferences is for extensive programming
Schools seen as vital to the interests of the community
Desire for schools that are adaptive and prepare students for the future
– Focus on creativity and social integration, not on test results
Implications
However, don’t ignore the cumulative impact of other features, especially if they are less costly to execute
Estimate the cost of structural policy changes, to determine the optimal solution (blending preferences with costs)
Further investigate the boundaries of several existing levels, to determine levels of acceptance:
Develop strategy to understand community needs, and how schools can be instrument of integration for the community
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Recognize the importance of opinion leaders: one in ten respondents are classified as “Influentials”
10.4% of respondents are influentialKey attributes of Influentials:
Connected: Influential respondents have strong social networks
Impact: Influential respondents are looked up to and are trusted by others. Their advice is often sought.
Trendsetters: Influentials tend to be early adopters of new technology
Active: Influentials are more likely to get involved with their communities, business industry, political movements, charities, social causes and so on
Implications
Influentials are opinion makers and opinion leaders.
Influentials advise others what to buy, where to shop, and even who to vote for.
Targeting Influentials with the proper messaging can be a conduit to implementing change.
Influentials can also provide advanced information on emerging trends.
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Executive Summary
Conjoint Analysis
Additional Question Responses
Background
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Additional Questions:
22%
58%
7%
5%
8%
In your opinion, what should be the single most important criterion for parents in selecting a school?
Programming at the school
Reputation of the school
A welcoming atmosphere
Test results of the students at the school
Other
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Additional Questions:
70%
30%
Do you have any children in school between kindergarten and grade 12?
No
Yes
18
Additional Questions:
28%
37%
55%
What type of school do your children attend?
High School
Junior High
Elementary
Note: Multiple response question; responses will not sum to 100
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Additional Questions: Gender
49%
51%
Male
Female
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Additional Questions: Age
43%
19%
5%
33%
55 – 74 years old
35 – 54 years old
18 – 34 years old
More than 75 years old
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Additional Questions: Highest Level of Education
27%
16%
28%
8%
21%
Completed technical school
Some college / university / technical school
High school or less
Completed college / university
Post graduate degree
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Recommendations
1. Based on the findings design, develop and deploy a stakeholder communications plan that would explain the findings the implications and consequences for the future planning of the EPSB where there are areas of alignment with Board policy and the survey findings.
2. Invite the Minister of Learning and his departmental staff to attend a briefing on the findings of the survey and explore the implications for his Dialogue with Albertans process.
3. Develop a Stakeholder and Influentials information and engagement process to explore further and deeper the meaning for the purposes of informing policy options and approaches from survey the findings on:
Focus on Education findings particularly as they relate to creativity, thinking skills and adaptability and focus on individual student talents and;
The same for the meaning and implications of the schools meeting social, community needs and to be integrated into the community.
4. Make a presentation of the findings to the public in an open Board meeting.
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QUESTIONS & COMMENTS