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I~iINO'PES <br />CITY COUNCIL <br />FEBRUARY 9, 1994 <br />Anderson reported that if a survey is done right, the <br />data is accurate. Anderson felt it important to bring <br />the different groups in the City into the survey <br />process so that there is agreement with the process. <br />This will result in support for the data because of <br />involvement in the prooess from the beginning. <br />Hanson asked if the survey could address taxes or <br />mandatory garbage collection, for example. <br />Anderson replied that it could, and the survey would <br />provide representative information about how the <br />community feels about issues as a whole. Anderson <br />pointed out that customer satisfaction and quality are <br />big issues. Businesses must look at customer <br />satisfaction measures and determine what percentage of <br />customers are satisfied as well as address the concerns <br />of those that are dissatisfied. However, if one <br />resident complains about something, the City cannot <br />conclude that all residents feel the same way. <br />Pedersen commented on an article outlining the planning <br />disaster in marketing new Coke. Pedersen questioned <br />what the City would get for the cost of the survey and <br />how much it could rely on the information obtained. <br />Anderson stated that the City can rely on the data if <br />the survey is done right. <br />Niebuhr reported that with new Coke the company never <br />compared new Coke to the original Coke, but rather <br />relied on information from focus groups. Niebuhr <br />stated that at times methodology is applied <br />inconsistently. By doing a random sample, having a <br />high response rate, and questions that are phrased <br />correctly and objectively, the City can count on the <br />data collected. <br />Morelan asked if there would be cross-checking of <br />survey questions. <br />Anderson reported that this is difficult in a survey of <br />this type since people begin to wonder what the <br />surveyor is doing. People will think the surveyor is <br />playing games or trying to trick them. Cross-checking <br />only provides a cross-check to that one question~ that <br />is doubled-up on and not for all the other questions. <br />Pedersen asked the length of time survey information <br />remains valid. <br />Anderson replied that barring an unusual event, survey <br />data remains relevant for several years, usually 5 to 6 <br />years. <br />Page 5 <br />