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<br />COMMUNITY SURVEY <br />FOR THE CITY OF EUGENE <br />December, 2006 <br />PURPOSE OF THE STUDY <br />The purpose of this study is to assist the City of Eugene in determining community perceptions <br />regarding the quality of life and the quality of city services in Eugene. <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 proposed by the City of Eugene, Advanced Marketing Research designed a <br />questionnaire instrument to be administered by telephone. The sampling frame consisted of a list <br />of Eugene residents purchased from KM Lists (a company which provides random sample lists <br />of residents drawn from a variety of sources) and overlaid with registered voter information <br />(where applicable) by Labels and Lists (a company which provides voter registration lists only). <br />401 interviews were completed. The sample was stratified to reflect population demographics of <br />Eugene. Telephone interviews were conducted between December 1 and December 14, 2006. <br />Proper data analysis techniques were employed by Advanced Marketing Research to avoid <br />introducing unnecessary error and bias into the study. These include, but. are not limited to the <br />"' ~ following: use of computer assisted telephone interviewing (trained interviewers input the data <br />into the computer as it is collected), selecting the sample using random means, attempting to call <br />each phone number ten to fifteen times, conducting 400 interviews in order to achieve a plus or <br />minus 4.5% bound on error, and validating a minimum of 10% of each interviewer's work. <br />COMPARING STUDIES FROM YEAR TO YEAR <br />The minimum difference required for statistical significance in comparison of percentages for <br />two groups of 400 each is 7 percentage points. So, to compare the response of a question asked <br />of 400 respondents in one year to the response of the same question asked of 400 respondents in <br />a different year, we are 95% certain that the answers are significantly different if they vary by at <br />least 7 percentage points. <br />Advanced Marketing Research, Inc. <br />