HomeMy WebLinkAboutRESPONSE - RFP - P 846VANTAGE MARKETING RESEARCH, INC.
June 13, 2002
Susie Gordon
Project Manager
City of Fort Collins
Post Office Box 580
Fort Collins, Colorado 80522-0580
Dear Ms Gordon:
On behalf of Vantage Marketing Research, Inc. I am pleased to submit this proposal to
conduct a public opinion survey of Fort Collins residents regarding the health effects of
secondhand tobacco smoke. Our research professionals are excited about this project, and
eager to work with the City in completing it. Our proposed methodology will ensure that
the product of this research is a reliable and valid representation of the opinions of Fort
Collins residents. Furthermore, we can complete the work in a timely fashion.
Please contact me with any questions regarding the project or our proposal.
Sincerely, qq
?JP
shelman
sident
9724 WEST QUARTO AVENUE • LTTLETON,COLORADO • 80128
PHONE: (303) 948-5032 • EMAIL: VMR@IX.NETCOM.COM
City of Fort Collins P-846: Public Opinion Survev
Selection
Although we will survey adult Fort Collins residents, the actual sampling units are
randomly generated telephone numbers within the Fort Collins geographic or
political boundaries. This method, known as random digit dialing (RDD), uses
phone prefixes from Fort Collins and then adds the last four digits from a random
number generator. Sample numbers are screened for businesses, modems,
faxes and disconnected numbers. One feature of RDD sampling is that unlisted
numbers can be included in the sample, thereby providing a more representative
sample. The survey instrument will include screening questions to ensure that
potential respondents are indeed qualified, adult Fort Collins residents.
Response
The potential for non -response bias is a critical issue with this survey because it
directly impacts the validity of survey results. If adult residents who are randomly
selected but do not respond have opinions that are significantly different from
those who do respond, then the survey results may be invalid as a representation
of the entire population's opinions. A method commonly used to overcome this
problem is to compare the sample demographic characteristics to the population
under study, and then statistically weight the sample results so that they better
represent the population. However, we propose using two methods that will yield
a higher level of validity.
First, we will closely monitor responses as data are collected to ensure that
certain groups are not under or over represented in the sample. Second, we will
specify a higher number of call-backs to non -respondents than is typically used in
telephone surveys. We will specify five call-back attempts, rather than the
standard three attempts. Using a greater number of call-back attempts has two
advantages. First, response rate will be relatively higher, thereby reducing the
potential for non -response bias. Based on past surveys of a similar nature, we
anticipate a response rate of 40 to 45 percent with five call-back attempts,
compared to less than 30 percent with three call-back attempts. Second, we can
compare the opinions of respondents reached with one or two call attempts to
those reached on the fourth or fifth attempt to determine if non -response bias is
an issue. For example, if no statistically significant difference exists between the
two groups (one or two attempts compared to four or five attempts), then the
opinions of non -respondents probably do not vary significantly from those who do
respond.
Vantage Marketing Research, Inc. 8
City of Fort Collins P-846: Public Opinion Survev
Data Collection Instrument
In our discussion of data collection we established the need to keep the interview
length at about 10 minutes, and we propose a series of interview questions that
will take about 10 minutes to complete. In addition to qualifying and
demographic questions, we recommend that the core of the interview consist of a
series of statements with which respondents can express a level of agreement or
disagreement on a four or six point scale. Using this approach we can test
residents' level of agreement with (or support of) the "model" smoke free
ordinance as well as variations of it. We can also use paired comparison testing
to determine which variations of the ordinance residents prefer. Furthermore, the
data resulting from this approach will allow us to employ analysis techniques with
greater analytical capability than simple crosstabs. In either format we would
rotate the order of presentation of the choices to eliminate ordering biases.
Data Analysis
Survey instrument design and the plan for data analysis go hand in hand. The
types of data collected determine which analytical techniques can be used. If we
use the types of questions discussed above, then we can perform analyses that,
for example, segment the population by their opinions, and we can analyze the
variation between groups of residents based on demographic or geographic
factors. Furthermore, we can objectively determine relative community
acceptance of the "model" ordinance and modified versions of it. The end result
of this analysis is the ability to make better -informed decisions. If a stratified
random sampling approach is used, then the analysis will also include weighting
sub -group responses so that their impact on the overall results is proportional to
their incidence in the population.
We will provide a complete report of the survey results. Our standard report
consists of three sections: a summary of key findings, discussion of the survey
results and analyses, and an appendix that documents the survey methodology.
We can provide frequency and crosstab tables as a separate report or as an
appendix to the main report. We will produce the report with either color or black
and white graphics, and provide the City with one bound copy and one unbound
copy. In addition, we will provide an electronic version of the report in Adobe
Acrobat format, and an electronic version of the raw survey data in any
commonly used database format.
Vantage Marketing Research, Inc. 9
City of Fort Collins P-846: Public Opinion Survev
SCHEDULE
The total amount of time required to complete the project is dependant upon
which sampling option is selected. The minimum amount of time is 23 days and
the maximum is 43 days. Days are defined as calendar days, not business days.
We will work weekends to complete the project on schedule. However, the City
should note that data collection time is scheduled on a first -come -first -served
basis, and specific dates are not guaranteed until a signed contract is in place.
The initial start date is based on the assumption that the City of Fort Collins will
require one week, beginning June 24, 2002, to review proposals and prepare all
the necessary paperwork. However, we are prepared to start at any time.
Number of
Task
Start
Finish
Days
Preliminary meeting and survey
7/1/02
7/09/02
5
instrument design
Data collection (Depends on
sampling option selected)
Option 1
7/10/02
7/17102
7
Option 2
7110/02
7/19/02
10
Option 3
7/10/02
7/25/02
16
Option 4
7/10/02
7/29/02
20
Option 5
7/10/02
8/02/02
24
Option 6
7/10102
8/05/02
27
Data editing, database set-up
Depends on
completion
1
of data
collection
Statistical analysis and report
Depends on
completion
10
of data
collection
Vantage Marketing Research, Inc. 10
City of Fort Collins P-846: Public Opinion Survey
COST PROPOSAL
Our cost proposal is presented in three parts. The first part gives a detailed
description of the professional, clerical and materials costs associated with the
project. The second part shows data collection costs by sampling option. The
third part summarizes total project costs by sampling option. Total project cost
will ultimately depend on which sampling option is selected.
Professional, Clerical and Material Costs
Description
Hours
Rate
Total
Survey management
(includes phone and Email discussions, meetings,
data collection management and general project
management)
Eshelman
7
$85
$595
Heimbach
2
$125
$250
Instrument design
Eshelman
17
$85
$1,445
Heimbach
4
$125
$500
Data editing, database set-up
Eshelman
6
$85
$510
Statistical analysis and report
Eshelman
45
$85
$3,825
Heimbach
4
$125
$500
Total professional
85
$7,625
Clerical
$180
Materials
$100
Total professional, clerical and materials
$7,905
Vantage Marketing Research, Inc. 11
City Of Fort Collins P-846: Public Opinion Survev
Data Collection Costs
Our cost proposal includes six different sampling options. All of the options
assume a 10-minute interview and five call-back attempts. An interview
designed to last longer than 10 minutes will cost more for data collection.
Sampling
Option
Total Sample Size
(number of completed
interviews)
Number of
Sub -Groups of
380 Responses
Total Data
Collection Cost
Option 1
380
0
$4,880
Option 2
760
2
$9,198
Option 3
1,140
3
$13,515
Option 4
1,520
4
$17,832
Option 5
1,900
5
$22,149
Option 6
2,280
6
$26,467
Summary of Total Project Cost by Sampling Option
Sampling
Option
Professional,
Clerical and
Materials
Data Collection
Total Project Cost
Option 1
$7,905
$4,880
$12,785
Option 2
$7,905
$9,198
$17,103
Option 3
$7,905
$13,515
$21,420
Option 4
$7,905
$17,832
$25,737
Option 5
$7,905
$22,149
$30,054
Option 6
$7,905
$26,467
$34,372
Vantage Marketing Research, Inc. 12
City of Fort Collins
P-846: Public Opinion Survey
PROPOSALFORM
Please enter the number of respondents that this poll will survey:
• From 380 to 2,280. The number of respondents depends upon the number of
population sub -groups that City wants to analyze and the sampling option selected.
Please indicate the methodology that this survey will follow:
• Telephone survey. Please see Methodology Section.
Please indicate the length of time that this survey will take to conduct:
• From 23 to 43 days, depending on the sampling option selected.
Please indicate the timeframe during which this survey will be conducted:
• Work can begin on July 1, 2002 or sooner. Completion date depends on sampling
option selected, and how soon we receive notice to proceed.
Please enter the price of conducting this survey:
• From $12,785 to $34,372 depending on the sampling option selected.
Declaration of Impartiality:
• Vantage Marketing Research, Inc. declares that the company has never accepted
money from special interest groups, including the tobacco industry and tobacco
industry investors, or any anti -smoking advocacy organization. The company further
d res that it has never perform d any wo for any special interest groups.
Ja . Eshelman, President
Vantage Marketing Research, Inc. (303) 948-5032
8724 West Quarto Avenue
Littleton, Colorado 80128
Vantage Marketing Research, Inc. 13
Proposal to
Conduct
A Public Opinion Survey Concerning the Health Effects of
Secondhand Tobacco Smoke
Prepared for:
THE CITY OF FORT COLLINS
Prepared by:
VANTAGE MARKETING RESEARCH, INC.
8724 West Quarto Avenue
Littleton, Colorado 80128
CONTACT
James R. Eshelman, President
Vantage Marketing Research, Inc.
8724 West Quarto Avenue
Littleton, Colorado 80128
Phone: (303) 948-5032
Email: vmr(Mix.netcom.com
June 13, 2002
n ' v'4�
James R. Eshelman
President
City of FOIL Collins P-846: Public Opinion Survev
INTRODUCTION
Vantage Marketing Research, Inc. is pleased to submit its proposal to plan and
conduct a public opinion survey regarding the health effects of secondhand
tobacco smoke and possible new smoking regulations for the City of Fort Collins.
In particular, the study will assess the levels of acceptance for a set of smoke -
free ordinances.
Our team of research professionals is excited about this project, and eager to
work with the City in completing it. Our proposed methodology will ensure that
the product of this research is a reliable and valid representation of the opinions
of Fort Collins residents. Furthermore, we can complete the work in a timely
fashion.
The proposal begins with a brief summary of our qualifications. This is followed
by a description of our proposed methodology, a schedule for completing the
project and a cost proposal. A completed copy of the Proposal Form, including a
declaration of impartiality, is attached as the final page of this proposal.
We acknowledge receipt of Addendum Number 1 to RFP P-846, received at our
office on June 13, 2002.
Questions regarding this proposal should be directed to:
James R. Eshelman, President
Vantage Marketing Research, Inc.
8724 West Quarto Avenue
Littleton, Colorado 80128
Phone: (303) 948-5032
Email: vmr _ix.netcom.com
Vantage Marketing Research, Inc. 1
City of Fort Collins P-846: Public Opinion Survev
QUALIFICATIONS
Located in Littleton, Colorado, our primary business is designing and
implementing surveys, analyzing survey data, and transforming data into
information that is useful to decision -makers. With a staff of two full-time
employees and several selectively chosen subcontractors, we have completed
numerous research projects for state and local government entities in Colorado
and other states, both as primary contractors and as subcontractors to larger
firms.
We offer considerable expertise in survey research methods, and apply it to help
our clients make the most informed decisions possible. Furthermore, our
objectives for any project are the client's objectives. We do not view projects as
simply completing a scope of services. We often go beyond the scope of
services to deliver a product that has lasting value to the client, and in which we
can take pride.
Recently Completed Projects
Below is a list of projects that Vantage Marketing Research, Inc. has recently
completed for state and local government entities.
City of Fort Collins Citizen Survey, Fort Collins, Colorado: Designed,
implemented and analyzed a survey of Fort Collins residents to measure
satisfaction with specific services and programs, and to measure citizen
spending priorities and information needs. Prepared report of analysis for
publication.
City of Greenwood Village Citizen Survey, Greenwood Village, Colorado:
Processed and analyzed data from a survey of Greenwood Village residents to
measure satisfaction with services and monitor satisfaction over time. Prepared
report of analysis for publication and presented results to City Council.
Town of Lyons Economic Indicators Study, Lyons, Colorado: Gathered and
analyzed data on retail sales, square footage and retail establishments to
estimate the potential impact on sales tax revenue of expanding business.
Southeast Corridor Team (Colorado Department of Transportation and
Regional Transportation District) Baseline Travel Survey, Denver,
Colorado: Conducted a survey of Southeast 1-25 Corridor users to develop a
statistically valid profile of travel behavior in the corridor prior to construction, and
examine interest in a variety of transportation services and awareness of entities
that provide transportation assistance.
Vantage Marketing Research, Inc. 2
City of Fort Collins P-846: Public Opinion Survey
Denver Regional Council of Governments RideArrangers Carpool Database
Project, Denver, Colorado: Collect, maintain and analyze data on an ongoing
basis from participants in RideArrangers carpool matching and other databases.
Colorado Department of Transportation (CDOT) Value Express Lanes
Project, Denver, Colorado: Designed, implemented and analyzed survey of
Denver metro area drivers to estimate acceptance and use of the concept.
Colorado Department of Transportation (CDOT) Share the Road Survey,
Denver, Colorado: Designed and implemented a telephone survey of El Paso
County, Colorado residents to measure awareness and recall of CDOT ad
campaign.
References
Kelly DiMartino
Public Information Officer
City of Fort Collins
(970)416-2028
Heather Ruddy
Assistant to the City Manager
City of Greenwood Village
(303)486-5764
Stuart Anderson
Principal
UrbanTrans, Inc.
(303) 832-6357
Amy Ford
Project Manager
Colorado Department of Transportation
(303)820-5236
Joe Mouton
RideArrangers Manager
Denver Regional Council of Governments
(303) 480-6757
Vantage Marketing Research, Inc. 3
City of Fort Collins P-846: Public Opinion Survey
Project Organization and Key Personnel
We realize that the City of Forts Collins is on a tight schedule to complete this
project. The key personnel assigned to this project will commit to whatever level
of availability is required to complete it on schedule. Below, we present our
organizational table, which shows key personnel, along with each person's role,
hourly billing rate, and percent of total project hours. Given the nature of the
survey topic and the importance of credibility, we believe it wise to use two
expert, impartial researchers to develop and review survey questions and
sampling methods. Summaries of key personnel experience follow this table.
Name
Role
Hourly
Billing
Rate
Proportion
of Project
Hours
James R Eshelman,
Project manager; questionnaire
MS
and methodology design, data
$85
88 o
analysis and reporting,
presentations.
Arthur E. Heimbach,
Review and advise on data
Ph.D.
collection instrument, sampling
$125
12%
methods and final report.
NO CONFLICTS OF INTEREST: Both researchers assigned to this project are
impartial and objective professionals. Neither of them has ever accepted money
or performed any work for special interest groups, including the tobacco industry
and tobacco industry investors, or any anti -smoking advocacy organization.
James R. Eshelman, MS is president of Vantage Marketing Research, Inc., and
the primary researcher and manager for this project. He has 19 years of
experience in marketing research with organizations that include A.C. Nielson,
W.R. Grace, Denver Regional Council of Governments and Vantage Marketing
Research, Inc. In addition to this experience, Jim earned a Master of Science in
Marketing from the University of Colorado, Denver. His graduate work focused
on service quality measurement, methods to improve survey response rates and
applying marketing research methods to public involvement in transportation
planning. Jim has been the primary researcher for all of the projects completed
by Vantage Marketing Research, Inc.
Vantage Marketing Research, Inc. 4
City Of Fort Collins P-846: Public Opinion Survey
Arthur E. Heimbach, Ph.D. will be under contract with Vantage Marketing
Research, Inc. for this project. Art's role will be to review and advise on
methodological issues. He has 25 years of experience in survey research. He
has owned and operated his own consulting firm, Heimbach Research, for more
than 10 years and his experience includes serving as Director of Research with
RRC Associates in Boulder, Colorado, and serving as an adjunct faculty member
at the University of Colorado, Boulder. He earned a Ph.D. in consumer behavior
and research methods from the University of Washington. His experience with
local government in Colorado includes research projects for the City of Boulder,
Town of Vail and Denver Regional Council of Governments.
Vantage Marketing Research, Inc. 5
City Of Fort Collins P-846: Public Opinion Survev
METHOD
It is imperative that the survey results are a valid representation of the opinions of
Fort Collins residents. Therefore, data collection, sample size, sample selection,
response and the survey instrument are all critical elements in achieving reliable,
valid results. In this section we discuss these elements and our proposed
method in some detail.
Data Collection Method
The time frame for this project (six weeks or less) eliminates just about any data
collection method other than telephone. Online data collection is also relatively
fast, but it would systematically exclude residents without Internet access (a
significant proportion of the adult Fort Collins population), thereby invalidating the
results.
By using telephone as the survey medium, we can collect responses in a
relatively short period of time (1-3 weeks), maintain control over the sample on a
day -today basis, and achieve a higher response rate and therefore more reliable
results than might be achieved with a mail survey.
Aside from excluding households without telephones, the disadvantages of using
this method are mainly in survey complexity and length. The tasks that
respondents are asked to perform and the questions asked must be easily
understood through verbal communication. Ideally, survey length should not
exceed 10 minutes, and under no circumstances should it exceed 15 minutes.
After 15 minutes respondent fatigue sets in, the incidence of respondent call
terminations increases dramatically, and respondents are more likely to provide
less thoughtful responses in an effort to complete the interview as quickly as
possible.
Sample Size
A randomly selected, probability sample of 380 responses yields a maximum
sampling margin of error of +/- 5 percentage points at the 95 percent confidence
level. This level of reliability is the usual standard in survey research.
If the City were only interested measuring the opinions of adult Fort Collins
residents as a whole, then we would recommend this sample size. However, the
Request for Proposal suggests the need for this level of reliability for one or more
population sub -groups, which requires a sample of 380 responses for each sub-
group. For example, if the City is interested in measuring and comparing
opinions by Council district, then doing so with adequate statistical reliability
requires a sample of 380 responses for each of the six Council districts, and a
total sample of 2,280 responses (6x380).
Vantage Marketing Research, Inc. 6
City of Fort Collins P-846: Public Opinion Survey
To ensure reliability, our recommendation is to collect 380 responses from each
population sub -group of interest. Our proposal includes six different sampling
options. The first option is a simple random draw of 380 responses from the Fort
Collins population. The remaining five options are stratified random samples,
beginning with two population sub -group samples of 380 and increasing up to six
sub -group samples of 380. We will work with the City to identify critical sub-
groups and develop a final sampling plan that is both efficient and yields the
required level of reliability. The table below describes these sampling options.
Sample Type
Sub -Groups
Total
Sample
Size
Option 1
Simple random selection.
In proportion to the
380
population.
Option 2
Stratified random selection.
2 sub -groups of 380 each.
For example, 380 males and
760
380 females.
Option 3
Stratified random selection.
3 sub -groups of 380 each.
For example, 380 responses
1,140
from each of three age
groups.
Option 4
Stratified random selection.
4 sub -groups of 380 each.
For example, 380 responses
1,520
from each quadrant of the
City of Fort Collins
Option 5
Stratified random selection.
5 sub -groups of 380 each.
For example, 380 responses
1,900
from each of five income
categories.
Option 6
Stratified random selection.
6 sub -groups of 380 each.
For example, 380 responses
2,280
from each of six Council
districts.
Vantage Marketing Research, Inc. 7