Agmt 2000 Godbe Research & Analysis

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Scope of Senices Scope of Services GRA (GRA) is a state leader in public opinion polling. The firm recognizes tha success depends on recognizing the individual needs of each client. to this end, GRA has crafted the following proposal for the City of San Leandro to illustrate the types of consider- ations that go into each of our survey research projects. Sample Size GRA's approach to anysuney includes rigorous attention to research methodology. The first step in this process is to determine the appropriate sample size to meet a client's research objectives, reduce the sampling error to an acceptable level and conform to the client's bud- get. To survey a local community such as a city, a county or a special jurisdiction, a sample of 400 respondents is generally acceptable. With the estimated adult population in the City of • San Leandro totalling approximately 56,500', a sample of this size will allow for analysis of important subgroups and reduce the statistical margin of error to between three and five per- cent for most population groups (See 4operufir pg,18). Sampling dMelbad GRA can work with a variety of different types of sampling methodologies including random digit samples, random cluster samples, or a sample of a special universe appropriate to a cli- ents' research objectives. Given that the City of San Leandro has expressed interest in assess- ing residents' attitudes, perceptions and needs, GRA recommends drawing a random digit dialing (RDD) sample of the City of San Leandro residents. Because households with tele- phones have an equal probability of being selected, the City of San Leandro can reliably gen- eralize the survey results to the larger population. M RDD sample is produced by determining the active telephone exchanges within the area of interest (in this case, the City of San Leandro) and then generating a random list of all active residential telephone numbers in the area. This method is superior to using telephone directories in that a random digit sample produces both the listed and unlisted phone num- bers and therefore eliminate the bias of only interviewing the residents who telephone num- bers are listed. sunxy butniment Before wTiling a survey instrument, one of GRA's senior staff members will meet in person with representatives from the City of Leandro to discuss your particular situation and research objectives. The information gained from this meeting, combined with our research experience with dozens of city satisfaction projects and revenue campaigns, will be used to develop a questionnaire to meet your needs. Depending on your individual needs and bud - 'GRA obtained this figure from Trade Area Oemograpbk and Lifestyle Rq rt, prepared by AMS Planning & Research for rt the San Leandro EEC in March 1999. City ofian Leandro 1twEntatl6 Auluit Gabe Research G drnrl Page 11