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8 <br /> SANTA CLARA COMMUNITY PARK SURVEY <br /> FOR THE CITY OF EUGENE PARKS DEPARTMENT <br /> March, 2005 <br /> PURPOSE OF THE STUDY <br /> The purpose of this study is to assist the City of Eugene in measuring awareness of and opinions <br /> on, the proposed land trade, housing development, and community park project in Santa Clara. <br /> METHODOLOGY <br /> Advanced Marketing Research was hired to conduct the research project in order to obtain <br /> unbiased and statistically valid results. <br /> Using questions developed in partnership with City of Eugene Parks Department staff and <br /> reviewed by key stakeholders, Advanced Marketing Research designed a questionnaire <br /> instrument to be administered by telephone. Using a random list of residents living in Eugene as a <br /> sampling frame, 400 interviews of 97404 residents, and 400 interviews with "Other Eugene" <br /> residents, were completed. 97404 residents living both inside and outside city limits were <br /> interviewed. "Other Eugene" residents living outside city limits were not included in the sample. <br /> Telephone interviews were conducted between February 24 and March 16, 2005. <br /> Proper data analysis techniques were employed by Advanced Marketing Research to avoid <br /> introducing unnecessary error and bias into the study. <br /> QUOTAS OBSERVED <br /> The gender and age quotas below were targeted in the data collection process. <br /> Males 48% to 52% <br /> Females 48% to 52% <br /> Age 65+ 12% to 20% <br /> For the data tables with the banner containing "gender," "children," "age," and "zip codes," the <br /> 97404 data was weighted to reflect the population of that zip code relative to the other Eugene zip <br /> codes. <br /> Advanced Marketing Research, Inc. <br />