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About Godbe Rexuch & Analysis <br /> • Focus Groups: This qualitative research technique offers a unique opportu- <br /> nity to analyze the detailed opinions of select groups of individuals. The format allows <br /> for considerable interaction between participants and permits in -depth discussion of <br /> themes and ideas that are brought out in die course of the discussion. GRA's experience <br /> in the field of focus group research includes projects for cities, government agencies, cor- <br /> porations, public utilities and political campaigns. <br /> • Executive Interviews: Before entering into lengthy survey research <br /> projects or costly public relations campaigns, executive interviews are often cost - effective <br /> ways of understanding key aspects of an issue. Interviews offer the opportunity to conduct <br /> in -depth discussions with community leaders and policy experts on topics where the cli- <br /> ent oust make a decision in the absence of personal expertise. <br /> ■ Intercept Interviews: Occasionally the best way to obtain information <br /> on the opinions of a given group of people is to conduct the research in- person where the <br /> target group may cluster. Shopping -mall intercept interviewing is one popular example <br /> of this technique. In this example, intercepts are one way of assessing the opinions of <br /> consumers on a number of products. Intercept interviewing is also successful when gov- <br /> ernment agencies want to assess customer satisfaction of a given service such as public <br /> transportation. <br /> • Mail Surveys: Mail surveys are recommended under three unique conditions: <br /> when a client has a modest research budget, when it is preferable to give potential <br /> respondents time to think about their answers in private and when there is time available <br /> to offer respondents a sufficient period to answer the survey questions and collect aggre- <br /> gate responses. During the research process, GRA employs a number of techniques to <br /> ensure adequate response rates and representativeness of the sample. <br /> to <br /> City of San rand o <br /> Godbe Research 6. 'Waists <br /> Page 2 <br /> Godbe9titatl 8 ANlrsif <br />