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HomeMy WebLinkAboutRESPONSE - RFP - 2207939 P 853 (2)MARKET DECISIONS RESEARCH•INSIGHT•STRATEGY 777- . &777711 Market Research for Strategic Planning Wednesday, July 24, 2002 Prepared for: City of Fort Collins Proposal # P-853 Prepared by: Curtis A. Mildner President, Senior Consultant cmildner@marketdecisions.com Brian Robertson, Ph.D. Director of Research brianr@marketdecisions.com The contents of this proposal are based on proprietary information concerning Market Decisions, LLC, and the copyright thereto, is the exclusive property of Market Decisions, LLC. This material is considered privileged and confidential and is made available for your exclusive use only. This proposal, or portions thereof cannot be copied, published, or divulged to others without the express, written consent of Market Decisions, LLC. machine, and so on. Busy numbers are re -attempted approximately ten minutes after the first call. In other cases, a callback is scheduled based on the number of times a number has been tried, and the days and times it has previously been called. CAT[ automatically stores the call history for each call attempt. We will make a minimum of nine attempts to call back each selected respondent within the household. Our CAT] system automatically schedules callback attempts based on criteria established during questionnaire programming. In addition, the system allows our interviewers to set scheduled callback appointments. Scheduled callbacks are set when respondents request that they be contacted at a specific date and time or in the case of partially completed interviews. The interviewer enters the date and time indicated by the respondent. At that time, the case is released to an interviewer and the respondent is contacted (either to begin an interview or to complete a survey which was already begun). Analysis and Reporting Upon completion of the interviews, the data will be tabulated and responses to open-ended questions coded into groups of similar ideas for further analysis. The report will contain results from both the residential and business surveys as well as a summary of data from other utility companies of similar scope. All data will be analyzed using our in-house SPSS data analysis software. In order to allow population based estimates of survey results, survey data will be weighted to reflect the actual distribution of residents and businesses in Fort Collins. Cross tabulations will be produced which summarize responses to individual questions according to demographic and geographic segment. Market Decisions would also conduct more complex multivariate analysis of survey data to examine and identify segments within the population. This will involve the use of disciminant analysis and potentially regression and factor based analytical techniques. These techniques will provide a more complete picture of the population, how various elements of the population differ in behavior and attitude and allow the development of strategies to target specific market segments within the residential and business communities. We will prepare a report using Market Decisions proprietary design that provides both insightful information at a glance as well as in-depth presentation and analysis. -This includes an "easy to scan" summary of key findings that describes the most important information as well as a separate section with recommendations. -A question -by -question report that includes a summary of the data collected in a graph or table representing the information and an interpretation of the meaning of the responses. -A set of policy implications, recommendations, and marketing strategies developed based upon the research as well as utilizing our specific staff expertise with the utility industry. -Finally, appendixes with complete tabulations by demographic and geographic information. We normally provide a copy of the final report electronically, as well as one printed and bound original and one unbound original. MP MARKET DECISIONS RESEARCH• INSIGHT• STRATEGY 10 Sample Weights Weighting survey data is an important part of the analytical process and is designed to insure that the final survey results are representative of the population. Weighting adjustments allow one to make general statements about the target population based on survey data. Without such adjustments, the survey data itself may not accurately reflect the views of the total population and statements generalized to the population may be inaccurate. Weighting typically involves two components. The first component simply deals with probability of selection, that is, the chance that a person was included in the sampling frame and to account for differences between sample strata. These are generally referenced as non -response weighting adjustments. The second component is designed to match the surveyed group to the population based on demographic characteristics. This is done so that the demographic make up of the survey data matches that of the population. This is referred to as post stratification weighting. Our staff has experience in weighting data for a variety of survey projects, sampling methodologies, and sub -group population components. Many of our research efforts require the development of complex weighting schemes involving base weights, non -response adjustments, and post stratification weighting. We would recommend the use of a weighting scheme that adjusts for both sample probabilities and includes post stratification weighting. The general components of this weighting scheme involve: • The calculation of initial sample weights. • Non -response adjustments. • Post stratification weighting. The base weight within each strata is simply the total number of residential numbers within each strata divided by the number of households in the sample. Non -response adjustments at the household level are made to adjust for varying patterns of non -response among different strata. The overall non -response adjustment involves several stages. The overall process redistributes the probability of selection for all numbers included in the sample to those represented by complete interviews. The appropriate post stratification weights depend heavily on which variables are considered the most crucial in terms of characteristics. Post stratification weighting would occur at the person level for residents and at the business level for companies. Population data will be gathered from the 2000 census and the economic census to arrive at population counts for both residents and businesses. MARKET DECISIONS _- RESEARCH•INSIGHT•STRATEGY 11 We are passionate about research. We believe that good research provides the basis for faster and better decisions. The key of course, is good research. To us, good research is accurate, thorough and compelling. Accurate. We carefully design our studies, from the wording of questions, to the selection of the sample, to the conduct of our data collection. We know, for example, how the subtle change in wording of a question can mean a difference in the response. We know that a single sloppy (poorly trained, unmonitored or perversely incentivized) interviewer can skew the results of an entire survey. We know that responses always depend on who one asks, so we carefully construct our samples. Thorough. We get the most information possible out of every study. We have the skills to conduct highly complex studies using advanced research methodologies. But, we most often use simple and practical approaches. Our attention to design assures that we ask the right questions in the right order, thinking ahead to the analytical techniques we will use later. Our interviewers know how to probe and obtain full and complete answers. Finally, we have a complete bag of analytical tricks that allow us to see differences in the data that others might miss. Compelling. Our reports present information simply and completely to please both busy decision makers and those who wish to get behind the numbers. But even more important are the insights we can derive from the data. We are a team of social scientists, marketers and statisticians, with extensive experience analyzing, interpreting and acting on research results. We see all the data has to offer and relate it to our clients in ways that make its meaning clear and actions obvious. Most importantly, we treat every client like they are our only client, and the information they need is critical to our success. "MARKET DECISIONS RESEARCH•INSIGHT•STRATEGY 12 Market Decisions was founded in 1977. By 1997 the company had grown from a small partnership to a full service research firm with about a dozen researchers and a part time interviewing and data entry staff of nearly 50. In 1999, the company was purchased by Curtis A. Mildner. Mr. Mildner had held senior positions at a consumer products company, a high-tech communications firm, and an architectural products company. In his most recent position as Vice President of Marketing and Sales at a billion dollar energy company, he used research by Market Decisions to guide customer service changes, to dramatically improve the public image of the firm and to develop and launch an array of new products and pricing strategies. Mr. Mildner brought his passion for action and strategies guided by research to his new endeavor. In 2000, Market Decisions conducted a national search and added a new Research Director to its staff, Dr. Brian Robertson, an anthropologist with over fifteen years of research experience. He has served in the technically demanding environment of a university research setting and the fast paced environment of a commercial research firm. Dr. Robertson had an immediate impact, setting even higher standards for survey design, data collection and analysis. In 2000, the company also added a partner and reformed as an LLC. The partner, Corporate Research Associates of Halifax, Nova Scotia had been associated informally with Market Decisions for many years, sharing research techniques and working collaboratively on projects for various clients. CRA is a major international research firm with a research staff of over 25, a telephone -interviewing center of over 135 stations and offices in eight Canadian cities including Toronto and Vancouver. This partnership greatly expanded Market Decisions' capacity to handle larger and national level assignments. MARKET DECISIONS �... RESEARCH•INSIGHT•STRATEGY 13 Staff All our research, from survey design to analysis, is conducted by in-house staff. • Design and analysis is supervised by PhD and Masters Degree level researchers — a highly unusual level of expertise for a company our size. • To assure data accuracy, we exclusively use our own interviewing staff in South Portland or the interviewing staff at partner facilities. We conduct all our own data processing and data entry. • Our focus group moderators are trained at the RIVA Institute of Bethesda Maryland, the nation's most prestigious moderator training school. • We conduct our own recruiting for focus groups — using local firms where this is the best approach. When necessary, Market Decisions can rely on the capabilities of our partner organization, Corporate Research Associates. By using the same software and methods, our staff can work interchangeably on projects to meet any project deadline. Research Software Market Decisions has some of the most sophisticated research software available, and is the only company in Northern New England with the in-house staff to use them. • GENESYS software generates equal probability random samples for any location in the country and any geography down to the census tract. • SPSS and SAS are our standard software for data analysis, cross tabulation, and more complex multivariate analysis. • SUDAAN is used for analysis of data gathered though complex sampling designs as well as highly correlated data. • Maptitude GIS software allows visual presentation of survey results on geographic maps and the matching of survey data to population data. Research Methodologies Market Decisions is a full service research firm with the experience and capability to conduct whatever research will provide the information needed by the client. We can conduct: • Focus groups • One on one interviews • Intercepts • Telephone surveys • Mail surveys • Internet surveys I'MARKET DECISIONS RESEARCH•INSIGHT•STRATEGY 14 We take special pride in our ability to use advanced methodologies and analysis. This includes: • Conjoint studies • Perceptual mapping • Cluster analysis • GIS mapping Facilities Market Decisions research and data collection functions are housed at One Park Square, South Portland, Maine. This includes: • An on -site Interviewing Center with 20 CAT] equipped interviewing stations. • A well-appointed focus group suite with a client lounge and office, a raised floor viewing room with one-way mirror, an oversized 18' by 20' focus group room, and a participant waiting area and client side entrance. Our partner, Corporate Research Associates, supplements our facilities, when necessary, with an additional 135 CATI stations. On -site Focus Group Suite Affiliations On -site Interviewing Center Industry organizations prescribe standards of performance and ethics in the conduct of research. We enthusiastically adhere to the standards of leading organizations. The American Association for Public Opinion Research (AAPOR), and the New England Chapter of AAPOR. The Market Research Association (MRA), and the New England Chapter of MRA. Qualitative Research Association Consultant Association (QRCA). IO"PMARKET DECISIONS A RESEARCH•INSIGHT•STRATEGY 15 Industry and Topical Specialties Each year we conduct more than 100 research studies on a wide variety of topics and for a wide variety of organizations. This diversity of assignments and clients allows us to bring a fresh perspective to every project. Our experience in many industries and with many subjects permits us to work quickly and efficiently. Our industry specialties include: • Health care • Financial Services • Consumer products and services • Public Policy • Business to business products and services Our topical specialties include: • New product or service assessments • Advertising testing, tracking and analysis • Branding and positioning • Behavior analysis and segmentation • Customer Satisfaction • Employee Surveys • Membership surveys We also offer our proprietary research products: • The Brand Map: Perceptual mapping of a company or organization and its competitors. • The Territory Share and Demand Forecast: Survey research and GIS mapping show the location of customers or users and visually demonstrate likely changes over time. • The Maine Survey: A statewide quarterly shared subscriber survey. IftMARKET DECISIONS RESEARCH•INSIGHT•STRATEGY 16 Market Decisions conducts frequent research on behalf of federal, state, and local governmental agencies. Our research efforts cover a broad range of topics and our government clients look to us to provide a complete range of research services from research design to reporting and policy recommendations. Three references are provided below from clients representing a range of research projects. A list of previous research project is also provided. We believe that conducting a diversity of assignments for a range of clients in different industries provides the broad experience that allows us to approach each project with a fresh perspective and an expansive view. We do not miss important data because we approach a project too narrowly or because we use a "cookie cutter" design from prior projects. However, the large number of projects we complete each year means that we have experience from previous work that is directly relevant to the assignment at hand. Mark Goettel Market and Customer Research Manager Wright Express 987 Darling Avenue South Portland, ME 04106 (207) 523-6920 Timothy Trembley Planning and Research Analyst Division of Vocational Rehabilitation 103 South Main Street Waterbury, VT 05671-2303 (802) 241-1127 Dian Kahn Director of Analysis and Data Management Vermont Department of Banking, Insurance, Securities, 89 Main Street, Drawer 20 Montpelier, VT 05620 (802) 828-2949 OfAIMARKET and Health Care Administration DECISIONS L_ RESEARCH•INSIGHT•STRATEGY 17 Central Maine Power Various Market Decisions has conducted a number of research projects on behalf of Central Maine Power. This includes both qualitative and quantitative research including assessments of image, ad and concept testing, consumer favorability, and market affinity analysis among other research projects. These projects were conducted throughout the 90's. Overall, Market Decisions conducted approximately 70 research projects on behalf of Central Maine Power since 1995. A description of several of these projects is provided below. Central Maine Power Incentive Rates Focus Groups This series of focus groups assesses customer interest in programs to shift energy use via time of day rates and to assess interest in tied ties to thermal storage heating units. Dates: 1995-6 Contact: Beth Nowak Cowan Central Maine Power Brand Image Assessment And Tracking This research consisted of an initial survey to understand the perceptual strengths of the utility name, factor analysis to determine drivers of perceptions and quarterly tracking to monitor progress of advertising campaigns, customer service programs and new products introductions intended to build brand image. Dates 1995- 1999 Contact: Beth Nowak Cowan Central Maine Power Green Energy Product Assessment Survey This research consisted of a 400-sample random telephone survey of residential customers and a 300 sample random telephone survey of commercial customers to assess interest in green power offerings. Dates: 1997 Contact: Beth Nowak Cowan Central Maine Power Bill Payment Options Focus groups Research consisted of a series of Focus group to access use of an interest in payment options such as budget (level payments), electronic payments, credit card payments, pay by phone, automatic debit, etc. Dates: 1994 Contact: Beth Nowak Cowan ,UPMARKET DECISIONS RESEARCH•INSIGHT•STRATEGV 18 Schumacher & Co / Illinois Public Utilities Commission Satisfaction Survey Instrument Development Developed a survey instrument for use by all Illinois utilities to consistently measure customer satisfaction and to allow comparisons across utilities. Date: 1999 Contact: Dennis Schumacher Bangor Hydro Electric Company Brand Tracking Survey Bangor Hydro Electric Company Research consisted of a random telephone survey to 300 residents in the area serviced by the company. The survey tracked key measures of company favor ability and brand strength. Dates: Winter 1999 Bangor Hydro Electric Transmission Line Impacts Survey Market Decisions conducted a survey of residents that use a private road in northern Maine to determine attitudes towards the environment and impacts of a proposed transmission line. This consisted of a telephone survey of 400 completed interviews. Date: Summer 2001 Contact: Dick Dyer First Energy of Ohio Various Dr. Robertson has conducted a number of research projects on behalf of First Energy. These surveys were conducted among small business customers to assess a new marketing rewards program. From 1198 to 2000, Dr. Robertson was designed and implemented four surveys on behalf of first energy. Contact: Scott Hackman Downeast Energy Internet Use and Needs Survey A telephone survey of 400 Downeast Energy business and residential customers on their use, needs and expectations for the Internet services and information. Date: Summer 2000 Contact: Michael McCormack Irving Oil (NH) Oil Heating Focus Groups This series of six focus groups explored oil heating attitudes, preferences and behaviors in three regions of New England. Dates: Summer/Fall 2001 Contact: Terry Small MARKET DECISIONS RESEARCH -INSIGHT -STRATEGY The City of Fort Collins wishes to conduct market research for all customer segments of its five utilities to provide background for its strategic planning process. We understand that previous research has measured performance of the utilities for approximately 12 key service variables, and that ongoing tracking of these benchmarks is a priority. We also understand that the Mayor and City Council have requested that the utility develop an Electric Energy Supply Policy that addresses electric rates, reliability, demand side management and wind power to defer construction of new fossil fuel power plants. Based on this description we propose the following goals for the research: 1) Determine performance of the utilities relative to previously established measures. 2) Understand behaviors attitudes and preferences toward energy efficiency or demand side management programs. 3) Understand behaviors attitudes and preferences towards green energy sources such as wind energy. 4) Understand perceptions of Fort Collins Utilities or its "Brand Image" to understand the types of products and services that customers are likely to accept form the utility. OMOMARKET DECISIONS '..... RESEARCH•INSIGHT•STRATEGV 19 Irving Oil Company (NH) Brand awareness and satisfaction A telephone survey among 400 residents to determine awareness of the brand name, satisfaction with company, purchasing frequency and products purchased. Dates: Winter 2000 Contact: Terry Small Maine Development Foundation Business Study This 2000-sample mail survey of businesses includes a module of questions on Internet use, access, and e-commerce. This survey measured the attitudes and perceptions of business people towards government programs and initiatives, including education and The University of Maine System. This is the 5`h survey in the series conducted by MD. Dates: Ongoing (Annually since 1996) Contact: Craig Freshley Maine Municipal Association Membership Survey A 1600 mail out survey to various classifications of members in the approximately 500 municipalities served by the organization. The study will be used to establish priorities for new and improved services. Market Decisions designed the overall research and sampling approach, and developed the survey questions. The methodology relied on a complex stratified sampling design to insure that each member municipality was included in the sampling frame and that members in each of 13 professions were adequately sampled. Market Decisions was also responsible for administration, analysis, and reporting. The final research report contained not only a summary of research results but policy recommendations for improving each of the organization's service areas. Dates: Summer 2001 Contact: Jeff Nevins Rhode Island Department of Health, 2001 Rhode Island Health Survey A 2,600 sample stratified RDD telephone survey; the Rhode Island Health Survey assesses health care, health care needs, and insurance coverage among the residents of Rhode Island. It is a biennial survey conducted to help the Rhode Island Department of Health formulate health care policy. The survey involves a complex design that includes a statewide random component as well as an ethnic minority over -sample. A total of 2,600 households are included in the final data set. The design also involves rostering household members and assessing relationships among household members to identify family units. MD was involved in refining the survey instrument to meet project requirements, providing a RDD sample, developing weighting and design effect specifications, CAT] programming, data collection, data processing, and data file preparation. MD provided data sets as well as well as technical documentation. The overall response rate for the research was 56%. Date: Ongoing ALK&MARKET DECISIONS RESEARCH•INSIGHT•STRATEGY 20 Client: Vermont Division of Health Care Administration, Study: 2000 Vermont Health Insurance Survey Type: A 8,600 Sample Stratified RDD Telephone Survey Among Vermont Residents The Vermont Health Insurance Survey involved assessing incidence of insurance coverage and past interruptions in insurance coverage among Vermont residents as well as assessing a number of health status variables. The survey involved a complex county -based sampling design that was tailored to meet client data needs. A total of 8,600 households are included in the final data set (with data on over 22,000 individuals). The design involved rostering household members and assessing relationships among household members to identify family units. Then information was obtained on all household members including insurance coverage and type of insurance, past history of insurance non -coverage, as well as health status and health care usage measures. MD was involved in refining the survey instrument to meet project requirements, providing a stratified RDD sample, developing weighting and design effect specifications, CATI programming, data collection, data processing, and data file preparation. MD will also provide analytical output including variance estimates adjusted for design effects as well as technical documentation. The overall response rate achieved for this study was 66%. Date: 2000-2001 Town of Scarborough Community Survey This combined mail and telephone survey assessed community attitudes towards growth and development and determined needs for town facilities. All 6000 households in the town received a mail —in survey and 30%, responded. A total of 300 non -respondents to the mail -in survey were randomly selected and surveyed to provide a completely representative response. Date: Summer 1999 Vermont Division of Vocational Rehabilitation Client Satisfaction This survey was conducted to determine the attitudes and perceptions of clients of the division towards the services provided. A total of 700 in-depth interviews were conducted with screened respondents. The survey relied on a stratified sampling protocol with 12 service regions. Analysis included adjustment for design effects due to stratification, non -response weighting adjustments, and post stratification weighting. The final survey report provided population estimates of service use, satisfaction measures, quality indicators, and areas of improvement along with recommendations to improve overall client satisfaction. Date: Winter 2002 United Way of Portland Community Issues Assessment As part of its planning process, The United Way wished to determine what issues the community viewed as of the greatest concern. Market Decisions conducted a telephone survey with 400 respondents supplemented with an additional 100 low-income respondents. The same questions were put into a paper mail -back survey and distributed in Portland newspapers. In addition, paper surveys were also sent to key donors. Data from these threes sources was compared, contrasted and presented to the board of the organization. Date: Winter 2002 AaRMARKET DECISIONS n4RESEARCH•INSIGHT•STRATEGY 21 Maine Department of Labor Educational Attitudes of Adult Workers This research consisted of focus groups and a statewide 800-sample telephone survey. This study determined attitudes and behaviors of adults towards their personal education, specifically those adults that did not attend college. The state recognizes the importance of a well -trained workforce as a key to improving the availability of good jobs and the lifestyles of citizens. This study will provide information and insights to create programs that meet this objective. Dates: January -May 2001 Contact: Michael Adams Town of Baldwin Baldwin Development Survey This project was designed to assess residents' viewpoints towards growth and economic development in their community. MD mailed a survey to all residents, entered data, and prepared a report providing Baldwin with overall results as well as key findings from the mail survey. Dates: Winter 2000 Contact: Gary McNeil Town of Falmouth Falmouth Citizen Survey Two surveys of Falmouth residents were conducted on issues such as growth, open space, and regulation. Approximately 4000 surveys were mailed in each wave. The first surveys dealt with general issues and priorities. The second survey established preferences for specific actions. Dates: October — December 1999, and June -September 2000. Contact: George Thebarge The Gallup Organization (NJ) Gallup Youth Tobacco Surveys Market Decisions, LLC is working with The Gallup Organization in conducting several research projects relating to the federal tobacco settlement including a Random Self-administered Survey Among High School Students. Market Decisions, LLC is handling recruiting and field management services. Market Decisions, LLC staff contacted and recruited schools to participate in the research, handled field services issues, follow-ups, and then traveled to the selected schools to make personal contact with school administrators. Currently, Market Decisions, LLC is conducting this work in Maine on behalf of The Gallup Organization. Dates: 1999-2001 ARKMARKET DECISIONS RESEARCH•INSIGHT•STRATEGY 22 State of Maine 2001 Youth Risk Behavior Study Market Decisions worked with Strategic Marketing Services in the administration of the 2001 Maine YRBS. Since Market Decisions is conducting the 2001 Maine Youth Tobacco Survey, it was decided that Market Decisions should also handle field services in schools where both surveys are to be administered. Market Decisions was involved in conducting the YRBS among approximately ''/z of the total sample of schools selected. Market Decisions was responsible for recruiting schools to participate, class selection following CDC established sampling protocols, development of training materials for survey administrators, distribution of survey materials, in - school supervision by our professional staff during survey administration, and collection of the completed surveys. Dates: 2001 Maine Emergency Management Agency (MEMA) Drought Effects Study Market Decisions conducted a study to determine the number of private wells in Maine, the effects of the drought on wells and the expected effect of the drought. Information was used to apply for Federal Disaster aid. Date: Spring 2002 Contact: Lynette Miller Blue Hill Hospital Market Position Study This study identified perceptions of the hospital on factors important to patients and it compared those rankings to adjacent hospitals. In addition, a research methodology called perceptual mapping was used to create a two dimensional picture of patients' perceptions of the hospital and alternatives. An additional section of questions identified the perceived barriers to healthcare in the area. The final survey report included elements to develop a marketing strategy, an assessments of barriers to health care in the region, current use of medical services, and assessments of insurance coverage. A 500-sample telephone survey was conducted to collect the data. Date: Winter 2002 Contact: Kathy Jeffrey TipMARKET DECISIONS RESEARCH - INSIGHT- STRATEGY 23 • Curtis Mildner, MBA Mr. Mildner has extensive operational experience managing research, demand side management and pricing strategies at a major investor owned utility as well as directly relevant experience leading research projects for private clients. Mr. Mildner is the President and Senior Consultant at Market Decisions, providing overall company leadership as well as managing research and leading analysis and reporting for specific projects. His previous research experience includes new product research at a consumer products company, marketing research at a business to business manufacturing company and public opinion polling, advertising testing and tracking and new product testing at an energy company, Central Maine Power. Mr. Mildner brings a unique combination of experience conducting research as part of the marketing and communications process and acting on research as a line manager. This experience includes: • Vice President Marketing - Central Maine Power (utility) • Vice President — Hussey Seating Company (architectural products) • General Manager — Dinsmore Communications (high-tech/ LAN design) • Marketing Manager— Lehn & Fink Products/Now Reckitt & Colman (consumer products) Mr. Mildner fully understands the challenges in moving from ideas to execution, having used research to execute successful product launches, organizational development and reengineering, communications programs and branding challenges. He brings a practical perspective to the insights and strategies developed from Market Decisions' research to make it more meaningful and useful for clients. Mr. Mildner has a Bachelor of Science Degree in Environmental Science (Biology) from Rutgers University and a Masters in Business Administration (MBA) from the Darden School, University of Virginia. He is a professional moderator trained at the renowned RIVA Institute. He is also a member of the Market Research Association, and the American Association for Public Opinion Research (AAPOR) and is a frequent speaker on effective marketing and communications programs. PMARKET DECISIONS '_.. A RESEARCH•INSIGHT•STRATEGY 24 • Brian Robertson, Ph.D. Dr Robertson has directly relevant experience conducting a wide variety of research projects for electricity clients. Dr. Robertson will review and approve the survey instrument and oversee all aspects of the research including sample design and analysis. Dr. Robertson serves as Research Director, supervising all research for Market Decisions, assuring research and analysis meets industry standards and that projects are managed efficiently and that client's needs and requirements are met. Dr. Robertson has over 15 years of research experience, with hands on experience managing survey research centers, designing surveys, conducting statistical analyses and reporting the results. Dr. Robertson was employed at the University of Utah Survey Research Center for ten years, initially as a research analyst then as a project manager. His private research experience includes five years as Vice President and Director of Research at Utah's largest research company, Valley Research. Dr. Robertson has helped design and manage over 200 studies during the past five years, including large-scale mail and telephone surveys. In addition, Dr. Robertson has provided consulting services to private businesses and government agencies on a variety of topics including program evaluation, economic forecasting, research methodology, and market assessment. Dr. Robertson has also been engaged in private consulting during the past six years for faculty members and graduate students at the University of Utah and other institutions throughout the nation. Dr. Robertson has experience in a full range of marketing and public policy research areas. His areas of expertise include overall research design, survey design, sampling methodology, survey project management, statistical analysis of data, preparation of reports based on collected data, and development of policy goals and objectives. Dr. Robertson has a Ph.D. in Anthropology and a Bachelor of Science from the University of Utah. He is member of the Market Research Association, and the American Association for Public Opinion Research (AAPOR). He currently serves as the president of the New England Chapter of AAPOR. 'FMARKET DECISIONS RESEARCH -INSIGHT -STRATEGY 25 • Vilma Galubickaite, Ph.D. Dr. Galubickaite is a Research Associate at Market Decisions. Her educational credentials include a PhD from Moscow State University and a Masters degree in Survey Research from the University of Connecticut. At Market Decisions, Dr. Galubickaite provides senior level leadership to survey design, statistical analysis and reporting. Dr. Galubickaite has extensive practical research experience and experience using highly sophisticated analytical tools and methods. This experience includes: • Graduate Assistant and Assistant Manager at the Roper Center, University of Connecticut. Prepared archived surveys data for publishing. Managed CATI fieldwork and monitored interviews. • Exit poll interviewer for the Voter News Service. • Field supervisor and interviewer at Quickest and Williams Research, Memphis, TN. • Senior Research Associate, Laboratory of Ethnic Minorities, Vilnius Pedagogical University, Vilnius, Lithuania. • Research Assistant -Department of Macroeconomics, Lithuanian Institute of Economics, Vilnius, Lithuania. Dr. Galubickaite's education includes a Master of Arts in Survey Research, from the University of Connecticut, an A.A.S. in Information Technology from The State Technical Institute at Memphis TN, a Doctorate of Social Sciences, from Moscow State University of Economics, Statistics and Informatics (MESI), Russia, and a 5 year program in Economics with emphasis on Statistical Data Collecting and Analysis Methods from Vilnius University, Lithuania. "MARKET DECISIONS RESEARCH•INSIGHT•STRATEGY 26 • Jennifer MacBride Ms MacBride is a Research Assistant at Market Decisions. She is a 1999 Magna Cum Laude graduate of the University of Maine, with a Bachelor of Arts in Sociology. Ms MacBride is a trained focus group moderator specializing in younger age groups. She also performs a wide variety of research tasks including, report writing, preparation of charts and graphs, programming CATI surveys, analytical programming, cleaning and coding data and specialized interviewing. Ms MacBride's academic achievements and awards include: Member of Phi Beta Kappa National Honor Society, Recipient of the Dean's Award for Research and Creative Achievement, University of Maine Dean's List'95-'99, Member of Golden Key National Honor Society, Member of Phi Kappa Phi National Honor Society, Member of Alpha Kappa Delta National Honor Society. • Noy Sinakatham Ms Sinakatham serves as a Research Associate and performs statistical analysis, preparation of cross tabs, preparation of report graphs and charts, coordination of paper survey processing, ACS Query programming, data editing and coding. Ms Sinakatham has previous experience as a Research Assistant at Digital Research, Inc. where she programmed Internet surveys and performed statistical analysis and as a Research Assistant at Metrix, Inc., performing data analysis and data editing and cleaning. Ms Sinakatham is currently studying for a Master of Arts Degree in Economics at the University of Michigan and has earned a Bachelor of Science Degree in Mathematics and Economics from Trinity College. • Burt Parker At Market Decisions, Mr. Parker serves as an Associate and supervises the field staff, hiring and training interviewers, scheduling staff and projects while also assuring that Market Decisions stands and protocols are followed. Mr. Parker is a former senior AT&T executive who worked extensively in training, operations and sales, management, and product development for AT&T. He was a Division Manager and Business Manager of a multi -billion dollar product line. He has worked with a wide range of our business clients in banking, energy, hospitals, Internet and communication companies, as well as with educational institutions on all aspects of their survey research needs. Mr. Parker has a Bachelor of Science degree from Bloomfield College. .MARKET DECISIONS RESEARCH•INSIGHT•STRATEGY 27 Curtis Mildner Client consultation, study development, analysis and President reporting. Dr. Brian Robertson, Client consultation, study design, supervision of analysis Research Director and reporting. Dr. Vilma Galubickaite Survey programming, sample development, statistical Research Associate analysis and reporting. Jennifer MacBride Survey programming, sample development, statistical Research Assistant analysis and reporting. Noy Sinakatham Survey programming, sample development, statistical Research Associate analysis and reporting. Burt Parker Survey testing and field service supervision. Associate mMARKET DECISIONS RESEARCH.INSIGHT•STRATEGY 28 Cost estimates are provided for the three phases proposed for this research. The estimates include all charges from initial consultations through delivery of the final research report. Survey of Residents $17,350.00 Survey of Businesses $14,580.00 Research of other utilities $8,500.00 TOTAL $40,430.00 Staff Rates: Hourly rates for our professional staff are provided below. Curtis Mildner $125.00 President Dr. Brian Robertson, $100.00 Research Director Dr. Vilma Galubickaite $75.00 Research Associate Noy Sinakatham $75.00 Research Associate Jennifer MacBride $35.00 Research Assistant Burt Parker $50.00 Associate MOMARKET DECISIONS RESEARCII•INSIGIiT•STRATEGY We propose conducting at least two telephone surveys, a random survey among residential customers and a random survey among commercial customers. In addition we would collect and report information on the experience of other similarly sized utilities with demand side management and offering of green energy options. In summary, the research will involve: • A residential survey of 400 randomly selected residents of the City of Fort Collins • A business survey of 200 randomly selected businesses in the service area • Research of utilities to examine marketing efforts, rate structures, and offers of green energy which will include examination of secondary data sources as well as primary qualitative research. We would hope to obtain all the information that the City of Fort Collins needs using just these two instruments. However, if the number of questions necessitates a survey length of more than 20 minutes for residential customers and 15 minutes for commercial customers, we recommend splitting the survey into two shorter questionnaires. Ideally we would like the surveys to be no more than 15 minutes for residential customers and 10 minutes for commercial customers. These lengths help to assure valid responses to the survey without respondent fatigue and excess survey terminations. Performance Benchmarkina Survev Component The first objective of the research is the most straightforward. In order to provide comparable data for benchmarking purposes it is usually advisable to duplicate the questions, the order of the questions, the data collection methodology and the sampling method. However, we assume that in the past the data has been collected using a random telephone survey from at least two segments, residential and commercial customers. A random survey is necessary to assure results are representative and to provide meaningful comparability of the data from survey to survey. If this method has not been used we recommend switching to it during this project. Demand Side Management Survev Component We propose to develop questions to understand customers' awareness of energy conservation measures, their interest in such measures and their actual buying behavior or intentions to buy. This will necessitate a battery of questions on specific options relevant to the homes or businesses in the survey area. Wind Power Green Energy Survev Component Here again we would develop specific questions to address customers' awareness, interest, and behaviors or buying behavior or intentions to buy. MMARKET DECISIONS RESEARCH•INSIGHT•STRATEGY 29 It is anticipated this research project would require 10 toll weeks to complete from initial consultations through delivery of final research results. Task Time required Client consultation, develop survey instrument. 2 weeks Program surveys, develop sample, test surveys. 1 week Conduct interviews. 3-4 weeks Research of other utilities. 2 weeks Prepare data, prepare cross tabulations and conduct analysis. 2 weeks Prepare report. 2 weeks Total elapsed time. 10-11 weeks note that the research of other utilities will run concurrent with the residential and business surveys. MARKET DECISIONS RESEARCH -INSIGHT -STRATEGY 30 Curtis Mildner, President, Senior Consultant One Park Square 85 E Street South Portland, Maine 04106 Phone 207.767.6440 Fax 207.767.8158 CMildner(c rnarketdecisions.com IMARKET DECISIONS RESEARCH•INSIGHT•STRATEGY Market Research - Oral Interview Presentation Curtis A. Mildner MIMARKET DECISIONS / RESEARCH -INSIGHT• STRATEGY About Market Decisions 1 Full service research Complete resources in house - data collection to advanced analysis 1 Extensive utility marketing and management experience 1 Extensive experience conducting research for utilities Small Company Service & Soahisticated Caoabili • 25 years satisfying exacting client expectations • 100+diverse research projects a year • Regional and national client base Sophisticated Capabilities 1 Three Ph.D. level researchers on staff, two more in partner company 1 Advanced analytical software: SPSS, SAS, SUDAAN, GIS Mapping 1 Advanced analytical skills: conjoint analysis, perceptual mapping, cluster analysis In -House Resources Use of our own in-house call center assures that we directly control the quality of data collection Practical, Insightful Research 1 All Projects lead and reported by experienced senior researchers 1 A bias towards actionable Information and reporting 2 I Consumers Water 1 First Energy (Ohio) 1 Portland Water District (atO,000T'0 1. 1 Bangor Hydro Electric Company 1 Central Maine Power Company 1 Illinois Public Utility Commission Util 1 Customer satisfaction measurement I For Internal goal setting and Improvement, for external (ex. PUC) measurement 1 Brand Image analysis 1 Focus groups, telephone surveys with factor analyses and cluster analysis to understand drivers of public Image 1 Advertising testing and tracking Intercepts and focus group testing of N and visual materials, tracking via telephone survey 1 Customer retention program feasibility analyses 1 Focus groups and telephone surveys for time of use rates, thermal energy storage devices, special rates and discounts ( ex. electric water heating, electric heating) Utility T 1 Demand side management 1 Focus groups and telephone surveys on commercial lighting, residential lighting, residential electric heat conservation, time of use rates 1 Operational efficiencies program testing 1 crocus groups and telephone surveys on meter estimation, bill presentation, electronic billing, level payment (budget) plans, service guarantee, web site testing Topics 1 Residential product and service market feasibility analysis 1 Focus groups and telephone surveys on bill Insurance, appliance Insurance, energy products catalog 1 New commercial product and service market feasibility analysis 1 Focus groups on energy service company (ESCO) 1 Green energy product market feasibility analysis Focus groups and telephone surveys 1 Program evaluation I Telephone surveys to track program use and satisfaction Su 1 Market Decisions will bring a unique and comprehensive set of resources, skills and experience to an assignment with the City of Fort Collins Proposal Telephone survey to 400 residential customers 1 Telephone survey to 200 commercial customers 1 Secondary research & qualitative interviews on DSM and green power rates I Adjust research plan based on review of past research and client needs Will Cover 1 Performance bench marking Demand side management 1 Wind power /green energy 1 Utility image and perceptions Performance Bench 1 Evaluate current performance measures 1 Identify and include most relevant and useful questions for survey 1 Propose alternate data collection mechanisms for other topics Demand Side 1 Identify current attitudes and behaviors 1 Identify interests Wind Power /Green 1 Identify program awareness 1 Identify interest at specific price points and 1 Rate utility on standard attributes 1 Analyze and describe drivers of favorability Secondary Research 1 Identify similar size utilities 1 Interview marketing staff 1 Collect sample materials and 1 Our plan is based on what we understand of your needs and our experience with such needs 1 We advise making adjustments to fully fit the situation and your needs Questions? Thank -youI M.FMARKET DECISIONS Il u RESEAREX•IXSICHT•STRATECY Perceptions of Ft Collins Utilities Survey Component Past research with utilities suggests that it is important not only to understand customers' satisfaction with the core services of a utility but also the perceptions of the utility. Such perceptions or the utility brand will affect consumers' likelihood to participate in programs or services. To understand these perceptions we would propose including a series of attitudinal questions as part of our survey. This component will involve both primary and secondary research in order to gather data from other communities and utilities. This aspect of the project will look at the strategies used by utilities serving communities of similar size in marketing and the acceptance of green energy programs. Initial efforts will identify appropriate utilities to include in the analysis. Secondary research will gather data on programs implemented by these utilities as well as marketing efforts. The final component of this research will be to conduct a short qualitative interview with the marketing director at identified utility companies as well as city officials to further explore these concepts. Initial Meetin We begin all studies with a client consultation to fully understand the project objectives and specific information needs of the client. During this initial meeting we also identify topics and issues for the questionnaire and the parameters of the sample, the potential respondents we wish to survey. We would propose meeting with the staff of the City of Fort Collins to discuss overall research objectives, outline the framework that will guide survey instrument and methodological development, as well as research analysis and reporting. Questionnaire Desiqn Market Decisions has conducted numerous studies on behalf of federal, state, and local governments and our staff has been involved on several projects designed to assess conducted on behalf of utilities. Further, our expertise is enhanced by staff that has worked in the utility sector, understands the intricacies of the industry, understands marketing of utilities and further is familiar with research strategies that are best suited to measure of attitudes about utilities. This unique combination of experienced survey methodologists and specific industry experience provides a base of knowledge that will benefit the development of research tools for use in this research. A list of some recent projects is included in our company profile on page XX along with references. Our staff includes professionals with years of questionnaire design and CATI skills. "IF, DECISIONS RESEARCH• INSIGHT• STRATEGY The quality of your results depends on the quality of the research. The quality of the research, in turn, depends on the quality of the design. Our professional staff has both academic and private sector experience in research and sample design. Our research strengths include the complex designs required by projects like yours. The value of any research is predicated on the ability to answer your research objectives and goals. MD can provide whatever assistance you require to ensure answers to your research questions. It is the policy of Market Decisions, LLC to work with our clients in developing or refining questionnaires that answer research questions and avoid potential problems such as bias in the results. Numerous clients have turned to our expertise to aid in the development of survey questionnaires. The staff of MD has extensive experience in questionnaire design and familiarity with effects of factors such as question wording and order. We have found by combining the experience of our clients within their fields of expertise with our technical abilities in questionnaire design, a survey instrument can be developed to meet your research goals. We can provide assistance in various aspects of questionnaire design including: • Designing an appropriate sampling protocol that identifies respondents in your target population. • Developing a survey introduction that maximizes response and cooperation rates among potential respondents. • Wording questions and developing response categories that avoid biased results and address the particular research needs of the client. • Designing questionnaires that can take advantage of more sophisticated analytical techniques to provide more meaningful results. • Determining question ordering that facilitates data collection from our respondents and avoids potential bias or order effects: Earlier questions influencing answers to those questions asked later during the interview. • Phrasing questions in such a manner that they maximize understanding among respondents. • Using modern computer technology via our Computer Assisted Telephone Interviewing (CATI) software, which eliminates errors common in conducting paper surveys. The specific core components of this survey effort have been outline above. Given the broad range of information that is sought, it will be important to formalize the research objectives of this study. This process will serve as the framework for the development of specific survey questions to address the specific goals that are outline din your RFP. Another important aspect of the design is the need to develop survey instruments that target two very different groups; residential customers and business customers. The perceptions and attitudes of these two groups towards utility service, awareness, and potential use of green energy will certainly differ. Survey question design will have to develop instruments that are targeted to these disparate populations. In conducting public policy work, it is important that your results are accurate. Market Decisions understands the importance accurately tracking case dispositions to assess data quality and response rates. Along with reviewing the basic questionnaire, attention will have to be paid to the introductory and screening elements of the survey. Market Decisions had developed a screening protocol for other research projects that would help maximize survey response in this project. In general, the elements are: MARKET DECISIONS RESEARCH•INSIGHT•STRATEGY 1. Clear and Concise Introductory Statements 2. Call Outcome Tracking 3. Identification of a household 4. Identification of an eligible household 5. Random selection within the household 6. Statement of Privacy and Implied Consent 7. Persuader/Information Statements for Reluctant Households/Respondents 8. Callback Scheduling 9. Tracking of Dispositions Each of these elements must be incorporated into the overall questionnaire design to insure that the survey is reaching your defined population and to insure that results can be generalized to this population. Each of these elements is built into our surveys and these protocols have been thoroughly tested. The questionnaire design must also allow tracking not only of disposition codes in general, but disposition codes at various levels of determined eligibility (a very important consideration not only in response rate calculations but in sample weighting). Our screening instruments are designed to allow accurate tracking of dispositions by eligibility status. Survey Sample Market Decisions would recommend the use of an RDD sample selected from the zip codes in your service area. Such a sample used in a scientifically designed study provides information that is representative of the entire sample population. That is, we can say with confidence that the responses to the survey would not vary more than the margin of error if everyone in the population were surveyed. Residential Sample Any RDD sample used for this research must be designed to insure equal probability of selection during data collection. Market Decisions, LLC currently uses in-house software for generation of residential samples. The software is provided by Marketing Systems Group. The GENESYS sampling software is the first and only commercially available in-house sampling system with fully configured RDD design and generation capabilities. GENESYS supports RDD telephone sampling for any geographic area down to the census tract level. This includes state, county, metropolitan statistical area (MSA), ZIP Code, time zone, etc. In the simplest terms, simple random sampling implies that every member of a population has an equal probability of selection. This is the most straightforward sampling strategy and the easiest sampling procedure from which population estimates are obtained. In a true random sample, the results provide clear estimates of the population. For example, the estimated number of people who use green energy is arrived at by multiplying the percentage of respondents indicating they use such sources by the total population size (as applied by weighting). This, of course, assumes a rigorous research design that eliminates other sources of bias. Further, the "actual' estimate is really considered to fall within a range with a set level of confidence. The standard GENESYS RDD methodology produces a strict single stage, epsem sample of residential telephone numbers. In other words, a GENESYS RDD sample ensures an equal and known probability of selection for every residential telephone number in the sample frame. Beyond this, however, the software has built in features that are essential in calculating accurate IMARKET DECISIONS RESEARCH•INSIGHT•STRATEGY sample weights. Within any predefined area, GENESYS provides counts of the households within the generated sample frame. The database that is built into the system is typically updated three times a years to insure that population estimates are up to date. The same type of information is available at virtually any geographic level. It provides household counts within each telephone exchange as well. Our staff would meet you to determine the specific geographic area to include in this research project. Based upon these discussions, Market Decisions would generate an equal probability telephone sample with the specific geography. Business Sample As with residential samples, business samples must be governed by the same principles of equal probability of selection in order to insure that your results reflect the views of the target population. Our relationship with GENESYS Sampling Systems gives us access to business samples that can be targeted based upon geographic or business characteristics. These samples meet criteria to produce equal probability samples within your specific geographic target area. Based on meetings with the City of Fort Collins to discuss research needs, Market Decisions would provide sample specifications to GENESYS Sampling Systems for the business component of this research. CATI Programming After approval of the survey instrument by the client, the approved survey instrument will be programmed into our CATI software. Once programmed, initial pre-tests of the flow, content, and checks for contradictory data in the survey will be conducted. This involves several staff members who will, at various stages, be involved in the survey process. Our CATI programmers conduct initial logic pre-tests. The project managers then test the survey. The instrument is then tested and reviewed by Dr. Robertson, the primary investigator. We have also found it useful to get field staff involved at this stage. Those people who will actually collect the data have a different perspective into the research process. While a survey question or flow structure may make perfect sense to a researcher, the field staff can tell you whether it will make sense to a respondent. Thus, both field supervisors and interviewers test the instrument and report back difficulties or problems from a "respondent' perspective. While the CATI programming is undergoing testing, question -by -question (QxQ) specifications are developed for use in training the field staff. Dr. Robertson would develop and write the question - by -question specifications. The specifications provide the field staff with an overview of the research and its goals, the sampling design aspects, eligibility requirements for respondents, and question -by -question instructions and notes. The QxQ specifications are critical so that interviewers are asking the questions in the same manner. They provide the meaning behind the question. Using the QxQ specifications, interviewers will go through a training session to familiarize the staff with this research project. Interviewers not trained on this specific survey will not be allowed to work on the project. Dr. Robertson and field staff managers will conduct interviewer training. The training process involves a review of the research and sampling, stepping through the survey question by question so interviewers understand precise meanings. Interviewers then conduct a series of mock interviews where interviewers run through the survey with other interviewers. This is done so they have actually read the survey questions out loud several times before conducting interviews. IAMARKET DECISIONS RESEARCH•INSIGHT•STRATEGY Data Collection All interviews will be conducted in our interviewing facility using Computer Assisted Telephone Interviewing (CATI) software. We take special pride in the skills of our interviewers. They are able to develop the rapport that is critical to getting busy people on the phone and encouraging them to complete a survey. They are trained to precisely ask the questions to assure that each person is responding to the same questions and avoid biasing the responses. They actively probe to gain complete responses. All our interviewers are screened and trained using an MRA (Market Research Association) training package, then individually trained on CATI software and proper interviewing techniques. Interviewers are expected to complete and pass the "Professional Interviewer" certification exam by MRA. Interviewers who do not pass this exam are not retained. All interviewers will be supervised (with one supervisor for every eight interviewers) and monitored continuously. Typically, 10% of all interviews are either monitored by supervisory staff or called back for validation. And, of course, our supervisors never conduct interviews while supervising. It is their job to oversee the data collection. The CATI system in use by our field services also allows our clients to call in and silently monitor interviews in progress. Interviews will be conducted per your specifications to insure a representative sample of respondents is contacted. Response Rates Survey researchers have seen a decline in survey response rates over the years. In order to maintain high quality data, our data collection and design philosophy incorporates elements to increase response and cooperation. The first is a rigorous callback protocol that maximizes the chance for participation. Callbacks are scheduled on varying days and at different times of the day. Our system also incorporates scheduled callback appointments. The respondent provides the time when he or she would like to be contacted and the system automatically retrieves the record on the appropriate day and time. AIMMARKET DECISIONS RESEARCH•INSIGHT•STRATEGY Design elements incorporated into our surveys help maximize response rates. These elements include: • Clear lead in and introductory statements that explain the nature of the research. • Informing contacts who we are. • Persuader statements that explain why the research is important and why it is important for them personally to participate. • A toll free telephone number and the name of the primary investigator on the project so a contact can verify the research is legitimate or the investigator can answer any questions about the research. • A statement of implied consent that indicates the research is confidential and their name will in no way be associated with results; the results are reported in aggregate form only. The statement also indicates that the call may be monitored. Finally, it also indicates that if they do not wish to answer a question, that is fine. • If desired by the client, the name and telephone number of a contact in their organization (given certain elements of the potential survey this would be provided at the end of the interview). • Coded help screens that contain information about the research and selection process that interviewers can provide to potential respondents. • Proper survey design to make the research understandable and minimizing the burden on potential respondents. • Survey pre -testing. These survey design elements, in conjunction with rigorous callback scheduling, scheduled callback appointments, refusal conversions, and (of course) a core of professionally trained and supervised interviewers, are all aspects of the research project that maximize response rates. Callback Attempts The use of a CATI system allows efficient use of sample and reduces errors during the data collection process. Our CATI system keeps track of every call. It also assures that every number is attempted a minimum number of times before being abandoned. Callbacks are easily scheduled and tracked for each interview. The system even performs time -zone adjustments to assure calls are not made too early or too late. If the respondent cannot finish a survey, the system will keep the partially completed survey so it can be resumed and completed later. It automatically picks up at the point where the interview was terminated. In order to produce statistically reliable results, it is important to make every effort to contact an identified respondent once they are included in the sampling pool. Every attempt needs to be made to resolve each case before eliminating a respondent from the sampling pool. A system of callbacks and set callback appointments addresses this concern. Survey techniques that do not use callbacks and scheduled callback appointments tend to introduce error by preferentially selecting certain segments of a target population while disproportionally eliminating others. The CATI system used by Market Decisions not only records information for completed interviews, but information for every case. A disposition code is assigned to every case (and for each call attempted), which indicates whether this case represents a completed interview, a household refusal, a respondent refusal, a business or fax number, or if the number was disconnected (among others). These disposition codes allow our staff to accurately calculate incidence, response, and cooperation rates for any survey conducted by Market Decisions. Callback attempts are scheduled when there is no answer, a number is busy, there is an answering MARKET DECISIONS ,' RESEARCH•INSIGHT•STRATEGY