CC WORKSESSION 08012005 - Laserfiche WebLink

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Methodology Data collection methodology for this market study will include randomly sampled surveys of residential and business decision makers. The interviews will be conducted by telephone for residences, and by written surveys for businesses. We estimate that each survey will be designed to be approximately 15 minutes in duration. Survey Instrument We will develop all survey instruments in collaboration with the Virchow Krause team and Saint Anthony Village. The surveys will be scrutinized for objectivity and for their ability to gain answers to all questions at hand. After the surveys are approved, we will move to field- testing. Field Test Field- testing is standard practice at Virchow Krause. We will plan to conduct a small sample field test (for telephone surveys) to ensure that the purpose of the surveys are clear, that the questions are clear and unbiased and the mechanics of the survey are smooth. Once we complete the field tests we will make a report on any recommended changes prior to continuing data collection. Pending input from the clients, modifications to the survey instruments will be made, researchers will be retrained on the modified instruments, and actual data collection will then begin. Data Collection Telephone interviews will be the data collection method for the residential. Trained interviewers in a supervised setting using a computer- assisted telephone- interviewing program will conduct all interviews. The written surveys will include postage return, and be designed to allow early navigation. Sampling Plan We will conduct a random sampling of Saint Anthony Village residences to obtain 350 responses. We will make three or more attempts on each contact randomly reached. Computers will record the call dispositions so that we will have a statistical record of attempts, completes, refusals, etc. After the entire sample is gained, analysis of the data will begin. Each identified business (approximately 300) in Saint Anthony Village will be mailed a written survey. Interview Selected Users We will conduct personal interviews with up to ten (10) representatives from the city department, school districts, medical, and other institutional users in Saint Anthony Village. These users may have significant unmet needs, therefore, determining their requirements is important. Given this, it is not recommended ® to solely rely on a survey, nor to solely rely on interviews to estimate the market potential. Data gathered in this stage can be further leveraged at a later Virchow Krause time for marketing purposes. Results will yield qualitative data. &company Your Most Valued Advisor 9 virchowkrause.com z