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City of San Leandro <br />Proposal to Provide Revenue Measure Feasibility Polling Services <br />Godbe Research Page 4 <br />election cycle. A November 2014 election also coincides with San <br />Leandro City Council elections, thus making it a general tax <br />opportunity without needing to declare a fiscal emergency. <br /> <br /> With the number of voters in the likely June and November 2014 <br />electorate listed above and the likely need to evaluate two unique <br />potential tax type measures, we would then recommend developing a <br />split-sample design, with a two-way split of the sample. <br /> <br /> Designing and refining a survey instrument of between 15 and 18-minutes in <br />length so that it addresses all of the research objectives of San Leandro for <br />voter polling study. The survey instrument will be designed through an <br />iterative process between the Godbe Research and the City, as well as other <br />project stakeholders. A 15 to 18-minute survey balances the data needed of <br />the survey with the amount of time we can expect to keep a given voter on the <br />phone and engaged in the process, and with a split sample design, we can <br />keep the survey to a manageable length within each sub-sample. <br /> <br /> While each of our revenue measure feasibility surveys is customized <br />to a given client; our survey design follows a specific and proven <br />format. Accordingly, the survey will address topics such as: issues of <br />importance to the community; a ranking of City provided services; a <br />first unaided ballot test for each measure in our split-sample design; <br />tax threshold test using a reverse auction method for each measure; <br />projects/programs to be funded or maintained by each measure <br />looking at specific taxes first; arguments ‘for’ and ‘against’ the <br />measures; duration of each measure and any special features; a <br />second ballot test for each measure after relevant information has <br />been presented, and finally; demographic questions for those not <br />included in the voter file. <br /> <br /> Pre-testing the survey instrument to ensure that the questions and response <br />codes are understandable to respondents, and to ensure that the survey <br />length coincides with the budgeted survey length for the project. <br /> <br /> CATI programming the survey instrument for efficient and accurate data <br />collection. While we program the survey instrument into a computer to allow <br />for skip patterns and elimination of potential errors, all interviews are <br />conducted via a live interviewer in the western United States. <br /> <br /> Optionally translating the survey into Spanish and/or Cantonese to account for <br />the roughly 5% and 10% of all San Leandro voters of Latino and Chinese <br />ethnicity that are estimated to be linguistically isolated, respectively, based on <br />a review of the State voter file. <br /> <br /> Training telephone interviewing personnel on the survey questionnaire and <br />interviewing protocol, during an approximately one hour training session. <br /> <br /> Conducting approximate 15 to 18-minute telephone interviews 700 (n=700) <br />total San Leandro voters according to a strict interviewing protocol and or <br />recommended split sample design. This would allow for 350 voters in each <br />split sample, assuming we conduct an even number of interviews in each split. <br /> <br /> For reference an overall sample size of 700 (n=700) voters will <br />provide for a margin of error range of no greater +/-3.67% at the 95% <br />confidence level. More importantly a sub-sample of 350 in each split