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MINUTES <br />CITY COUNCIL <br />DECEMBER 16~ 1993 <br />Morris replied that random digit dialing is used as <br />well as a screening of addresses. When calling the <br />individual residence, the surveyor then randomly <br />selects the adult to be surveyed. If a business were <br />involved, the surveyor would ask to speak to either the <br />business owner or the manager. Morris also reported <br />that his firm will make calls during the business day <br />or make appointments for the most convenient time for <br />the individual to be surveyed. Morris reported that <br />due to their flexibility in conducting the survey, the <br />turn-down rate is only about 5%. <br />Morelan asked if there is any bias by conducting the <br />majority of calls during the day. <br />Morris replied that they have not spotted any, again <br />noting that they will make calls during the day or <br />evenings and weekends, whatever is the respondent's <br />preference. Morris also reported that a typical <br />interview of a 60 question unit survey takes 24 to 26 <br />minutes. Morris reported that people are more amenable <br />to responding to a survey on local qovernment issues <br />than other topics. Approximately 15% will stay on the <br />phone for over an hour. <br />Morelan asked if the order of the questions is varied. <br />Morris reported that they vary the order of the <br />questions lists so that there is no positional bias. <br />The closing portion of the survey is the demographic <br />information, which requires short answers. <br />Hanson asked if there was any preparation of the <br />community advising them that the survey is coming and <br />suggesting that they prepare for it. <br />Morris reported that they look at the survey as a <br />snapshot in time, and if you tell the community what <br />the questions will be, you affect the system and <br />provide them with pre-knowledge. However, the City <br />newspaper or newsletter can be used to alert residents <br />that a survey will be conducted. This will cut down <br />the refusal rate since residents will realize that the <br />surveyor will not try to sell them a product at the end <br />of the survey. <br />Hanson asked if Morris receives feedback on the type of <br />uses that other cities put their survey information to. <br />Morris replied that he does and gave specific examples <br />of a city improving its communications systems, use of <br />survey information in planning for developing a <br />community center, as well as park and trail <br />Page 4 <br />