Public Opinion Survey Work Plan for Town of Cape Elizabeth, ME - 2023
This work plan outlines a public opinion survey to gauge feedback on housing solutions recommended by the Housing Diversity Study Committee in Cape Elizabeth, ME. The survey aims to understand public opinion on housing issues, strategic recommendations, and preferences related to housing attributes. The project schedule includes data collection preparation, project setup, survey development, and outreach planning leading to a final presentation to the Town Council in August.
- Housing Solutions
- Public Opinion Survey
- Cape Elizabeth ME
- Housing Diversity Study
- Community Outreach
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Town of Cape Elizabeth, ME 2023 Public OpinionSurvey Work Plan 1 9/24/2024
Nathan C. Wiggin 206.705.8018 nathan@comengage.us Sam Fleishman 206.349.2485 sam@comengage.us Project Team / Contacts Ma'alaea Lawrence maalaea@comengage.us
Research Objectives Cape Elizabeth recently completed a comprehensive Housing Diversity Study that included recommendations for housing creation and housing diversity scenarios to address the unmet housing needs of key demographic segments like seniors, in-commuting workers, adult children living with parents, lower-income workforce, and younger households. The purpose of this study is to gauge public opinion about the potential housing solutions as recommended by the Housing Diversity Study Committee. Research Question: [FOR CLIENT]; Insert a 1 to 2 sentence question summing up: "What do you need to know?" Study Objectives: Understand public opinion on housing issues affecting the Town of Cape Elizabeth. Understand public opinion on the strategic recommendations from the Housing Diversity Study Understand the demand for and importance of housing attributes, such as housing type (density), location of amenities (zoning, parks), and other aspects of the built environment that feed into determining what type of environment people prefer. During the Kickoff meeting our team will work with the Housing Diversity Study Committee to ensure all research objectives developed in this process are clearly understood and documented.
FINAL DATA COLLECTION PREPARATION Project Schedule Programmed QRE delivered for testing and review. June 8 PROJECT SETUP Programmed QRE approved for translation sent to translators. June 13 Draft Work Plan to Town. Begin discussion on research objectives and conjoint go / no-go discussion. Sample / example outreach materials provided to Town May 16 QRE translation complete. Programing updated. Ready for launch. June 19 May 17 Initial work plan comments DATA COLLECTION & REPORTING May 18 Work plan revisions June 19 Post cards dropped into the mail May 19 Work plan approved June 22 Anticipated post card delivery date. Contract signed and billable work authorized. Official project kickoff meeting June 24 MMS text invitations sent May 22 June 27 Email invitations sent SURVEY DEVELOPMENT & OUTREACH PLANNING Basic dashboard results available, Begin open survey data collection, county-wide. June 29 Questionnaire (QRE) kickoff develop outline and basic questions / question structure for survey instrument. Promote through community outreach. May 23 June 30 First email reminder sent Outbound phone calls begin May 25 Draft QRE delivered to the Town July 5 Town provides feedback on draft QRE Town provides post card design and final MMS / email language. July 12 Final email reminder sent May 31 Data collection closed and Draft Executive Summary Report and analysis delivered for review. July 24 Revised QRE delivered to Town. Programming begins Sample pulled and prepared June 1 Deadline for client comments on Draft Executive SummaryReport and dashboard results. July 26 Meeting to finalize plans for community outreach for hard-to-reach segments through businesses to employees, to renters, etc. Approve postcard invitation for printing. July 28 Executive Summary Report and analysis finished June 6 TBD Aug ust Presentation to Town Council
Methodology Sampling, data collection, questionnaire development, and outreach
Address-Based Sample Overview Town of Cape Elizabeth to provide a list containing all addresses within the study area. ReconMr will work with our vendor to append contact information to this list (email, cell phone, landline). All households will receive a post card mailer with information about the study and instructions on how to participate. All sample elements with an email address will receive an email invitation and reminder with direct links to the survey. All sample elements with a cell phone number will receive an MMS text message invitation with a direct link to the survey. Up to two (2) adult household members (age 18+) can complete the survey. This accounts for different opinions and behaviors within the household. It is also an easy and effective way to increase the total sample size and promote representation and inclusionof all watershed residents. Each post card will contain a unique code (SurveyID) that can be used up to two times. This allows multiple adults per address to participate while also preventing 'spamming' of the survey. Non-responders to the first two phases will be called and asked to take the survey via phone, or they can request an email or text message containing a personalized link allowing them to take the survey online at their convenience. Budget allows for up to 50 surveys completed via phone.
Data Collection - Overview Data will be collected using a multi-mode method Step 1: Post cards are mailed to all sampled addresses. Post cards contain a short URL and a QR code and will be used to push-to-web Step 2: +3-5 days - MMS text sent to all sample records containing a cell phone that are not marked as complete or disqualified Step 3: +3 days Email invitation sent to all sample records containing a valid email address that are not marked as complete or disqualified Step 4: +3-5 days Outbound telephone calls begin. Email remindersent to all sample records containing a valid email address that are not markedas complete ordisqualified Step 5: +4-7 days Final email reminder sent to all sample records containing a valid email address that are not marked as completeordisqualified Online protocol All respondents require a unique identifier (called SurveyID) to enter and participate in the survey. SurveyIDs are typically one or two-time use only per household, tied to an address.
Questionnaire To Conjoint, or not to conjoint: The focus of the survey is regarding the difficult decisions in how to balance the need for housing diversity and housing creation with the desire topreserve its special character. Questionnaire Development: Town of Cape Elizabeth and partners will provide guiding topics and rough questions. ComEngage willuse this information and provide draft questions. Town of Cape Elizabeth and ComEngage willwork together to fine tune the questions. At this point, the questionnaire will be reviewed and programmed. Survey Length: Not to exceed 10-12 minutes online; 15 to 18 minutes via phone Languages: The following languages will be available for the online survey. English and Spanish Survey Mode(s): Web and phone
Outreach ReconMr will assist in developing outreach materials for the general population survey. We will provide: Example / sample post cards Example / sample email messaging Example / sample MMS messaging Electronic support such as short URL's and QR codes as needed. Client should work in parallel creating awareness and promoting the survey through its typical outlets (e.g., city and agency websites, social media, local media) as well as posting flyers and message boards at key recreational sites and other high visibility community locations. We also strongly recommend that client and other agencies reach out to community organizations, that specifically serve underserved / underrepresented groups. Some examples are libraries, community centers, shelters, or food banks.
Data Quality Prior to data collection, the survey will be flooded with test data. The test data will be used to determine that skip patterns and coding are functional. Once data collection begins, data will be pulled into the reporting dashboard daily and cleaned/checked throughout the process of data collection. Tests will be performed to check for speeders or cheaters Data Quality and Data Processing Data processing All data will be cleaned, processed and labeled. Data can be exported into csv or SPSS format. Data weighting Data will be weighted based on, at a minimum, agewithin gender. We may also consider weighting on renting vs owning and or single family home / multi- family home. Typically, a survey sample will not perfectly match the demographics of the population, since some people are more likely to respond than others. Researchers use weighting to adjust the raw data to better match the population across key demographic characteristics.
All reporting will be done via the online dashboard, which is downloadable and sharable in multiple formats. Available in this dashboard will be Executive Summary exportable as presentation level dashboard to key stakeholders. Reporting that provides tables, charts, statisticalmodeling Cross-tabulations showing the responses to each question broken out by demographics and other variables (i.e. rent vs own, shoreline residents, etc.) Client will be able to create custom reports downloadable as PPT (with image files) or PDF. Reporting and Deliverables
Cost Base Engagement Cost / Professional Services (All-inclusive budget based on a blended rate for Project Setup & Design, Implementation, and Reporting & Analysis) $21,520.00 Other Direct Costs Sample Purchase (Purchase 3,893 addresses within Sparks city limits) $1,330.00 Printing & Postage (Total of 3,893 printed and mailed pieces) $3,010.00 Data Collection (Includes electronic data collection, and up to 50 completed surveys via outbound telephone [primarily cell phone]; includes 30 pretest interviews by phone) $3,570.00 Project Budget and Billing Dashboard / Report Hosting (Indefinite access, downloadable and shareable) $350.00 Estimated Travel Cost (one visit for final presentation) (Estimates airfare, car fare, meals, one night hotel stay @ ~$1,500 per full day visit) Billed at cost plus 10% Project Total $29,780.00 Invoices will be submitted monthly and will include all professional service fees and direct costs incurred during that month. A short narrative progress report shall accompany each invoice, which report shall discuss any problems or potential causes for delay, with the status of the Project, amount of work completed, and other relevant information. Payment is due within 30 days. ACH / direct deposit payments are preferred. ComEngage a Division of ReconMR will provide the necessary banking information.
