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EXHIBIT B -SCOPE OF WORK <br /> Santa Clara Community Park <br /> Community Opinion Survey <br /> Methodology <br /> The proposed study would utilize telephone interviews, using a CATI system (computer assisted <br /> telephone interviewing). This means trained interviewers would input the data into the computer <br /> as it is collected. <br /> Developing the Questionnaire <br /> Principals of Advanced Marketing Research would design the questionnaire instrument, using <br /> information and input provided by the client. Questionnaire drafts, both before and after pre- <br /> testing would be submitted to the client for approval before conducting the final survey. <br /> The Sample <br /> A sample size of 200 97404 City residents would yield an overall margin of error of plus or minus <br /> 6.9% at the 95% confidence level. A sample size of 200 97404 non-City residents would yield an <br /> overall margin of error of plus or minus 6.9% at the 95% confidence level. A sample size of 400 <br /> city-wide respondents would yield an overall margin of error of plus or minus 4.9% at the 95% <br /> confidence level. The sample would be randomly drawn from residents in the 97401, 97402, <br /> 97403, 97404, 97405, and 97408 zip code areas. Santa Clara/River Road residents would be <br /> defined as those living within the 97404 zip code area. County (outside city limits) residents would <br /> only be included in the sample if they live in the 97404 zip code area. The total sample size is <br /> 800. <br /> The sample will be drawn randomly from the selected zip codes, and then will be overlaid by <br /> voter precinct data to determine whether or not each address is within City limits. <br /> <br /> ' Pre-Testing the Questionnaire <br /> All questionnaire instruments are pre-tested in the field to detect any ambiguities. Results of the <br /> pre-test, along with recommended revisions are submitted to the client for final approval prior to <br /> implementing the survey on a broad scale. <br /> . Conducting the Interviews <br /> Telephone interviews are be conducted by fully trained and specially briefed staff, supervised by <br /> the principals of Advanced Marketing Research. Computer assisted telephone interviewing will be <br /> <br /> ' utilized (as defined in "Methodology' above). <br /> Vaiidatlon of the Field Work <br /> A minimum of 10% of each interviewer's work is validated. <br /> <br /> ' Data Tabulation <br /> The survey would yield computer-generated tables consisting primarily of cross-tabulations. <br /> Scored tables, answer comparison tables, and tables including mean values would be used in <br /> cases warranted by the data. Each question would be tabbed by all demographics. Chi Square <br /> <br /> ' values appear on all cross-tabulated tables, as well as indications of differences between <br /> <br /> ' proportions. <br /> Project Management <br /> All phases of the project will be managed and directly supervised by Barbara Tull, President of <br /> Advanced Marketing Research, Inc. <br /> Scope of Work Page 1 of 2 <br /> <br />