05-11-1994 Council Agenda - Laserfiche WebLink

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612 -929 -6166 DECISION RESOURCES 513 PO4 MAY 04 '94 13:17 The coat of a 50 -100 random sample survey of Saint Louis Par business owners /managers taking no more than 15 minutes on aver- age would be $2,500.00. Each additional half- minute would be $35.00. A survey of this time length usually includes 50 -60 question items. The cost differential is due to the number of calls required to actually reach the owner or manager of a par- ticular business concern. It has been our experience that the refusal rate on this type of survey is negligible if the appro- priate target respondent can be reached. A Possible Modification: A possible substitute methodology might be the convening of two additional business leader focus groups. This would provide us with an interview base of 36 -45 business owners and managers. The focus group also allows interaction and discussion among participants which could provide richer data than a survey. While we strongly recommend a survey as an unbiased examination of public opinion among residents, focus groups can provide very revealing data among specialized audiences, such as business owners and managers. The cost of two focus groups would be $2,950.00. COSTS: To recapitulate costs; 12 -15 Member Focus Group (including incentive) 400 Random Sample of Community Residents 50 -100 Random Sample of Business Community Two 12 -15 Member Business Leader Focus Groups $1475.00 $7500.00 $2500.00 $2950.00 DRL generally requires one -half of the cost of a particular component prior to the commencement of any fieldwork; the remain- der is due on the presentation of the report. In the case of the qualitative research, DRL would also invoice for all incentive payments at the time of the initial one -half down payment. I hope this proposal adequately covers the information you re- quire to make a decision. We look forward to the opportunity to work with you on this project. Sincerely, William D. Morris, Ph.D. President 3 Page 18