2004-25721 Reso
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RESOLUTION NO. 2004-25721
A RESOLUTION OF THE MAYOR AND CITY COMMISION OF THE CITY OF
MIAMI BEACH, FLORIDA, ACCEPTING THE RECOMMENDATION OF THE CITY
MANAGER PERTAINING TO THE RANKING OF PROPOSALS RECEIVED
PURSUANT TO REQUEST FOR PROPOSALS (RFP) NO. 32-03/04, FOR
CITIZEN/PUBLIC OPINION SURVEY SERVICES; AUTHORIZING THE
ADMINISTRATION TO ENTER INTO NEGOTIATIONS WITH THE TOP-RANKED
FIRM OF HAY GROUP, INC.; AND SHOULD THE ADMINISTRATION NOT BE
ABLE TO NEGOTIATE AN AGREEMENT WITH THE TOP-RANKED FIRM,
AUTHORIZING THE ADMINISTRATION TO NEGOTIATE WITH THE SECOND-
RANKED FIRM OF THE CENTER FOR RESEARCH & PUBLIC POLICY;
FURTHER AUTHORIZING THE MAYOR AND CITY CLERK TO EXECUTE THE
FINAL AGREEMENT UPON COMPLETION OF SUCCESSFUL NEGOTIATIONS
BY THE ADMINISTRATION.
WHEREAS, in the City's ongoing efforts to solicit feedback from the public in
order to gauge and measure the success of the delivery of City services, the City seeks to
contract for a professional survey(s) to be conducted with members of the Miami Beach
community including, but not limited to, residents, members of the business community,
and members of civic organizations; and
WHEREAS, the City requires consultant services to conduct surveys In
English and Spanish and a variety of survey-related work that may include:
(1) Carrying out public surveys (by phone, mail, etc.) of customer satisfaction, opinion,
attitude, behavior, and knowledge;
(2) Conducting focus groups;
(3) Providing miscellaneous survey-related consulting support in measuring customer
satisfaction and opinion, designing miscellaneous customer research instruments and
providing technique validation and pertinent training; and
WHEREAS, specifically, the successful consultant will be responsible for the
following, each of which will be subject to the review and approval by the City Manager or
his designee:
(1) Survey Design;
(2) Conduct focus groups to identify issues;
(3) Design and review survey format, instrument and questions and revise as needed to
insure questions will generate unbiased responses;
(4) Pre-Test survey instrument and revise as needed;
(5) Design format for an executive summary and/or detailed written report that will be used
to present the survey findings;
(6) Administer the survey to insure a ninety-five (95) percent confidence rating in the
survey findings with a five point plus or minus variance, taking into consideration the
following factors:
a) Sample size, including sub-samples for demographic sub-groups and
geographic regions;
b) Random selection of respondents to the survey;
c) Non-respondents not affecting survey results; and
d) Survey implementation, including select interviewers as appropriate.
(7) Presentation of Survey Results:
a) Code the completed survey and computerize the data;
b) Develop cross tabulations as required;
c) Compare results to other municipalities and jurisdictions;
d) Prepare an executive written summary summarizing key survey findings and
detailed written report of the responses to survey questions, including
actionable recommendations for customer service improvements;
e) Make verbal presentation to the City Commission and/or City staff as required;
f) Determine that changes in survey results or trends identified by different
surveys are statistically valid; and
WHEREAS, on July 7, 2004, Request for Proposal No. 32/03-04 for
Citizen/Public Opinion Survey Services was issued and notices sent to 26 individuals or
firms, which resulted in the receipt of eight qualifications packages from the following
firms:
1) RC Mathews & Associates;
2) NuStats;
3) The Metropolitan Center;
.4) Hay Group;
5) PMG Associates;
6) Nth Degree;
7) Data Copy Services;
8) The Center for Research; and
WHEREAS, on August 25, 2004, the City Manager, via Letter to Commission
(LTC) No. 227-2004, appointed an Evaluation Committee (the "Committee"), consisting of
the following individuals:
1) Roymi Membiela, Committee Chair, President of Roymi Membiela & Associates, Inc.,
Member of the Cultural Arts Council and North Beach resident;
2) Phillip Cousins, Chairman of Sofi Logic (LLC), Chairman of Bug Ball Committee and
South Beach resident;
3) Valerie Taylor, Marking and Media Director of Virginia Key Beach Park Trust, and
South Beach resident;
4) Daniel Cabrera, self employed in the real estate business, graduate of the Miami Beach
Neighborhood Leadership Academy and a Mid Beach resident;
5) Loretta Cronk, Executive Assistant to Chief Information Officer (Cia), Office of the
County Manager (not a Miami Beach resident);
6) Ramiro Iguanzo, Chief of Staff, City Manager's Office;
7) Kathie Brooks, Director, Office of Budget and Performance Improvement; and
WHEREAS, the Committee convened on September 30,2004 and was provided
with an overview of the project, information relative to the City's Cone of Silence
Ordinance, and the Government in the Sunshine Law; the Committee then listened to
presentations from the eight firms that responded to the RFP and, after each presentation,
engaged in a question and answer session with the presenters; and
WHEREAS, the Committee recommended the top three firms as follows:
1) Hay Group;
2) The Center for Research;
3) The Metropolitan Center.
NOW, THEREFORE, BE IT DULY RESOLVED BY THE MAYOR AND THE
CITY COMMISSION OF MIAMI BEACH, FLORIDA, that the Mayor and the City
Commission of Miami Beach, Florida, accept the recommendation of the City Manager
pertaining to the ranking of proposals received pursuant to Request for Proposals (RFP)
No. 32-03/04, for Citizen/Public Opinion Survey Services; authorize the Administration to
enter into negotiations with the top-ranked firm of Hay Group, Inc.; should the
Administration not be able to negotiate an agreement with the top-ranked firm, authorize
the Administration to negotiate with the second-ranked firm of the Center for Research &
Public Policy; and further authorize the Mayor and City Clerk to execute an agreement
upon completion of successful negotiations by the Administr I n.
PASSED and ADOPTED this
13th
day of
ATT./;ST: ~
;jJ~~
CITY CLERK
APPROVED AS TO
FORM & LANGUAGE
& FOR EXECUTION
~~ //#,6<(
City Attorn ~~ DIWI
CITY OF MIAMI BEACH
COMMISSION ITEM SUMMARY
m
Condensed Title:
A Resolution Accepting the Recommendation of the City Manager Pertaining to the Ranking of Proposals
for Citizen/ Public Opinion Survey Services, Authorizing the Administration to Enter into Negotiations,
Further Authorizing The Mayor and City Clerk to Execute an Agreement Upon Completion of Successful
Negotiations by the Administration.
Issue:
Shall the City Commission Accept the Recommendation of the City Manager Pertaining to the Ranking of
Proposals Authorizing the Administration to Enter into Negotiations Further Authorizing the Mayor and City
Clerk to Execute an Agreement.
Item Summary/Recommendation:
In the City of Miami Beach's (City) ongoing efforts to solicit feedback from the public in order to gauge and
measure the success of the delivery of City services, the City seeks to contract for a professional survey(s)
to be conducted with members of the Miami Beach community, including, but not limited to residents,
members of the business community, and members of civic organizations.
On July 7,2004, RFP No. 32/03-04 was issued and notices sent to 26 individuals or firms, which resulted
in the receipt of eight qualifications packages from the following firms:
1) RC Mathews & Associates;
2) NuStats;
3) The Metropolitan Center;
4) Hay Group;
5) PMG Associates;
6) Nth Degree;
7) Data Copy Services; and
8) The Center for Research.
An Evaluation Committee appointed by the City Manager recommended the top two firms as follows:
1) Hay Group
2) The Center for Research
The City Manager concurred with the Committee's recommendation.
Advisory Board Recommendation:
IN/A
Financial Information:
Source of
Funds:
D
T:\AGENDA\2004\Oct1304\Consent\citizenpublicsurveysummary.doc
AGENDA ITEM
DATE
C7P
W-/3-cxj
CITY OF MIAMI BEACH
CITY HALL 1700 CONVENTION CENTER DRIVE MIAMI BEACH, FLORIDA 33139
www.miamibeachfl.gov
To:
From:
Subject:
COMMISSION MEMORANDUM
Mayor David Dermer and
Members of the City Commission
Jorge M. Gonzalez \ ~
City Manager ()
Date: October 13, 2004
A RESOLUTION OF THE MAYOR AND CITY COMMISSION OF THE CITY OF
MIAMI BEACH, FLORIDA ACCEPTING THE RECOMMENDATION OF THE CITY
MANAGER PERTAINING TO THE RANKING OF PROPOSALS RECEIVED
PURSUANT TO THE REQUEST FOR PROPOSALS (RFP) NO. 32-03/04, FOR
CITIZEN/PUBLIC OPINION SURVEY SERVICES; AUTHORIZING THE
ADMINISTRATION TO ENTER INTO NEGOTIATIONS WITH THE TOP-RANKED
FIRM OF HAY GROUP, INC., AND SHOULD THE ADMINISTRATION NOT BE
ABLE TO NEGOTIATE AN AGREEMENT WITH THE TOP-RANKED FIRM,
AUTHORIZING THE ADMINISTRATION TO NEGOTIATE WITH THE SECOND-
RANKED FIRM OF THE CENTER FOR RESEARCH & PUBLIC POLICY;
FURTHER AUTHORIZING THE MAYOR AND CITY CLERK TO EXECUTE AN
AGREEMENT UPON COMPLETION OF SUCCESSFUL NEGOTIATIONS BY THE
ADMINISTRATION.
ADMINISTRATIVE RECOMMENDATION
Adopt the Resolution.
AMOUNT AND FUNDING
Estimated $100,000 (NOT TO EXCEED) from the General Fund ($45,000 budgeted) and
VCA or other General Fund sources as needed ($55,000 estimated).
ANALYSIS
In the City of Miami Beach's (City) ongoing efforts to solicit feedback from the public in
order to gauge and measure the success of the delivery of City services, the City seeks to
contract for a professional survey(s) to be conducted with members of the Miami Beach
community, including, but not limited to residents, members of the business community,
and members of civic organizations.
The City requires consultant services to conduct surveys and a variety of survey-related
work that may include:
(1) Carrying out public surveys (by phone, mail, etc.) of customer satisfaction, opinion,
attitude, behavior, and knowledge;
(2) Conducting focus groups; and
Commission Memo
RFP 32-03/04 - Citizen/Public Opinion Survey
October 13,2004
Page 20f5
(3) Providing miscellaneous survey-related consulting support in measuring customer
satisfaction and opinion, designing miscellaneous customer research instruments and
providing technique validation and pertinent training. All surveys and any accompanying
information need to be produced in both English and Spanish languages.
Specifically, the consultant will be responsible for the following, each of which will be
subject to the review and approval by the City Manager or his designee:
(1) Survey Design;
(2) Conduct focus groups to identify issues;
(3) Design and review survey format, instrument and questions and revise as needed to
insure questions will generate unbiased responses;
(4) Pretest survey instrument and revise as needed;
(5) Design format for an executive summary and/or detailed written report that will be used
to present the survey findings.
(6) Survey Administration: Administer the survey to insure a ninety-five (95) percent
confidence rating in the survey findings with a five point plus or minus variance, taking
into consideration the following factors:
a) Sample size, including sub-samples for demographic sub-groups and
geographic regions;
b) Random selection of respondents to the survey;
c) Non-respondents not affecting survey results; and
d) Survey implementation, including select interviewers as appropriate.
(7) Presentation of Survey Results:
a) Code the completed survey and computerize the data;
b) Develop cross tabulations as required;
c) Compare results to other municipalities and jurisdictions;
d) Prepare an executive written summary summarizing key survey findings and
detailed written report of the responses to survey questions, including
actionable recommendations for customer service improvements;
e) Make verbal presentation to the City Commission and/or City staff as required;
and
f) Determine that changes in survey results or trends identified by different
surveys are statistically valid.
RFP PROCESS
On July 7, 2004, RFP No. 32/03-04 was issued and notices sent to 26 individuals or firms,
which resulted in the receipt of eight qualifications packages from the following firms:
1) RC Mathews & Associates;
2) NuStats;
3) The Metropolitan Center;
4) Hay Group;
Commission Memo
RFP 32-03/04 - Citizen/Public Opinion Survey
October 13,2004
Page 3 of5
5) PMG Associates;
6) Nth Degree;
7) Data Copy Services; and
8) The Center for Research.
On August 25, 2004, the City Manager via Letter to Commission (LTC) No. 227-2004
appointed an Evaluation Committee (the "Committee"), consisting of the following
individuals:
1) Roymi Membiela, Committee Chair, President of Roymi Membiela & Associates, Inc.,
Member of the Cultural Arts Council and North Beach resident
2) Phillip Cousins, Chairman of Sofi Logic (LLC), Chairman of Bug Ball Committee and
South Beach resident
3) Valerie Taylor, Market and Media Director of Virginia Key Beach Park Trust, and South
Beach resident
4) Daniel Cabrera, self employed in the real estate business, graduate of the Miami Beach
Neighborhood Leadership Academy and a Mid Beach resident
5) Loretta Cronk, Executive Assistant to Chief Information Officer (Cia), Office of the
County Manager (not a Miami Beach resident)
6) Ramiro Inguanzo, Chief of Staff, City Manager's Office.
7) Kathie Brooks, Director, Office of Budget and Performance Improvement
Committee member Valerie Taylor was unable to serve on the Committee due to prior
commitment. Committee member Ramiro Inguanzo attended the committee meeting and
listened to presentations, but was called to a family emergency prior to deliberation and
therefore was not able to rank and score the firms.
The Committee convened on September 30, 2004 and was provided with an overview of
the project, information relative to the City's Cone of Silence Ordinance, and the
Government in the Sunshine Law. The Committee then listened to presentations from the
eight firms that responded to the RFP. After each presentation, the Committee engaged in
a question and answer session with the presenters.
The Committee was instructed to rank and score each proposal pursuant to the evaluation
criteria established in the RFP, which was as follows (total possible 100 points):
Evaluation Criteria/Factors
· Experience and Qualifications of the Firm
· Experience and Qualifications of the Individuals Assigned
Provide All Survey Related Work
· Methodology and Approach
· Cost/Fees
· Successful Past Performance in Providing Similar Services
Weiqht
15 points
30 points
15 points
20 points
20 points
Commission Memo
RFP 32-03/04 - Citizen/Public Opinion Survey
October 13, 2004
Page 4 of 5
The Committee then scored and ranked the firms as follows:
NAMES FIRMS
RC Data The
Mathews NuStats Metropolitan Hay Group PMG Nth Degree Copy Center
R.
MEMBIELA 56(8) 65(4) 70(3) 86(1) 61 (7) 63(6) 64(5) 84(2)
P. COUSINS 40(7) 65(4) 60(5) 85(2) 55(6) 70(3 ) 35(8) 95(1 )
D.
CABRERA 60(4) 38(8) 48(6) 79(2) 53(5) 78(3) 40(7) 80(1)
L. CRONK 55(5) 45(7) 64(3) 77(1 ) 50(6) 62(4) 9(8) 65(2)
K.
BROOKS 57(6) 63(5) 78(3) 93( 1 ) 74(4) 55(7) 9(8) 86(2)
The Committee recommended the top two firms as follows:
1) Hay Group
2) The Center for Research
The Committee ranked the Hay Group as the number one firm based on the following:
1) Founded in 1975, Hay Group has surveyed more than 3,000 client organizations,
specializing in the following areas:
a) External Customer/Citizen Satisfaction Measurement
b) Internal Customer Satisfaction Measurement
c) Employee Opinion Surveys
d) Business Culture Assessments
e) Retention Surveys
f) Diversity Assessment
g) HR Effectiveness
h) Program Evaluation
2) In 2002 and 2003, Hay partnered with Miami-Dade County on two survey initiatives:
a) Resident survey of incorporated and unincorporated areas; and
b) Resident and Business survey for the Department of Environmental Resource
Management (DERM).
The goals of the two surveys were to: understand satisfaction levels with County/
Department services and identify where the gaps exist. The surveys were administered via
mail to sample of residents and businesses. The results were processed and summarized
by Hay for presentation/reports, which resulted in recommending action areas based on
survey results.
Commission Memo
RFP 32-03/04 - Citizen/Public Opinion Survey
October 13,2004
Page 5 of5
The Hay Group proposed the following methodology and approach to the city's survey:
1) Project Planning- Schedules, roles, responsibilities, deliverables, knowledge transfer and
segmentation
2) Pre-Survey Communication- Communicate purpose, process and expected outcomes
3) Sampling Plan- Create a sampling plan that will ensure statistically reliable and valid
conclusions
4) Survey Development- Input from various sources, pre-test, translations
5) Survey Administration- Paper and pencil, internet, telephone
6) Data Processing, Analysis & Reporting- Quality control, quick turnaround, report
production, city-wide analysis
7) Presentation of Results to Management- Targeted to prioritize strengths & opportunities,
key drivers, process moving forward
8) Report Training- City staff trained on interpreting data and developing action plans
9) Post-survey Communication- Share results with city commission, city employees,
citizens, the business community and civic organizations
CONCLUSION
The Administration recommends that the Mayor and City Commission approve the
attached resolution, which recommends the acceptance ofthe ranking proposals received
pursuant to the Request for Proposals (RFP) No. 32-03/04, for Citizen/Public Opinion
Survey Services; authorizing the Administration to enter into negotiations with the top-
ranked firm of Hay Group, Inc., and should the Administration not be able to negotiate an
agreement with the top-ranked firm, authorizing the Administration to negotiate with the
second-ranked firm of The Center for Research & Public Policy; further authorizing the
Mayor and City Clerk to execute an agreement upon completion of successful negotiations
by the Administration.
T:\AGEN DA \2004\Oct1304\Consent\citizenpublicopinionsurveymemo.doc
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Citvof Miami Beach Citizen/Public ODin ion Surveys
RFP# 32 03-04
III. About Hay Group and its Insight Practice
Hay Group (www.havoroup.com) is one of the world's largest consulting firms
specializing in the management of people, with nearly 2,000 full-time professional and
support employees. Founded in Philadelphia in 1943, Hay today operates in 32
countries and 70 cities. Hay consults with more than 9,000 clients throughout the world,
including over 50 percent of the firms in the Fortune 1,000. Hay Group is internationally
recognized for its work in a wide variety of areas that relate to maximizing the
effectiveness of people, including employee and customer surveys, selection and
assessment, succession planning, performance management, training and
development, organization and job design, work transformation, change management,
compensation planning and design, mergers and acquisitions, and employee benefits.
Hay Group helps organizations maximize their return on investment in people, to
improve performance and business results. Hay Group has a unique franchise -
although there are many firms that dabble in human resources and organizational
effectiveness, no other firm has the size, history, research-based methodologies, and
worldwide reach of Hay Group. Maximizing the return on your people investment is our
mainstream business and our purpose for being.
Our Mission and Main Premise
In support of our mission, Hay Group's main premise is "People before Strategy." We
are dedicated to the premise that people, not strategies, drive long-term competitive
advantage for organizations. In keeping with this philosophy, Hay Group helps clients:
-+ Create the vision and culture for success
-+ Identify the leadership needs of the organization and select the "right" leaders
-+ Redesign business processes to be more efficient and productive
-+ Implement practices that attract, retain, and motivate employees
-+ Build effective teams
-+ Create innovative environments that generate products and services that customers
want
-+ Deliver the service to customers that brings them back again and again
-+ Design measurement systems to track success in achieving each of the above
About Hay Insight
Hay Insight (www.havqroup.com/havinsiaht). Hay Group's survey research division, is a
global leader in customer and employee research. Established in 1976, Hay Insight
provides research-based diagnostic and consulting services to clients around the world.
In addition to customer satisfaction and employee opinion surveys, Hay Insight
conducts organizational culture assessments, retention surveys, diversity assessments,
and communication audits. We work with our clients' management teams to identify the
HayGroup
City of Miami Beach Citizen/Public Opinion Surveys
RFP# 32 03-<l4
management practices that have the biggest impact on key organizational outcomes
through an analysis of survey results. Managers are then trained in how to effectively
use survey results to improve employee engagement, customer satisfaction, and
ultimately, organizational performance.
As evidence of our leadership in survey research, Hay Insight partners with Fortune
magazine annually to identify the World's Most Admired Companies and America's
Most Admired Companies. In addition, we conduct follow-up research each year to
examine the human resource practices, cultural attributes, and leadership behaviors
that make the Most Admired Companies great. We have found through this research
that employee and customer opinion measurement is one practice that is characteristic
of the Most Admired Companies.
-
Hay Insight is accustomed to surveys of the size and complexity of the City's
citizen/public opinion surveys. Hay Insight conducts surveys for approximately 100
organizations annually, together involving well over 1,000,000 respondents. The
majority of the surveys we conduct are for organizations, such as the City, with diverse
constituents and customer base.
Hay is uniquely qualified to perform this work for the City of Miami Beach. While some
firms are purely diagnostic in nature and others are broader management consulting
firms, Hay Group brings the ideal mix of survey and measurement expertise with
broader human resources and business expertise.
Our value proposition is as follows:
+ Our people, who are survey and measurement experts, organizational change
experts, process consultants, and executive coaches, will provide the City a range of
experience not found in other firms
+ Our approach to surveys will provide the City with comprehensive information to fully
understand the impact of its products and services in order to take action
+ Our tools, databases, and methodologies will provide the City with a wide range of
options for communications, survey design, survey administration, data reporting,
working with leadership, helping management deal with the survey data and
implementing and evaluating changes
HayGroup
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Citvof Miami Beach Citizen/Public Opinion Surveys
RFP# 32 03-04
Hay's Unique Qualifications
Hay's unique qualifications for this project include:
-+ Extensive experience in organization diagnosis and recommendations. Hay is
-- a market leader in opinion research. Since 1976, Hay's Insight practice has
surveyed more than 3,000 organizations. Our surveys are customized to the
requirements of specific client objectives.
For improvement in organizational performance, effective diagnosis is essential, of
course, but not sufficient. Constructive change requires more than an accurate
description of problems. Unlike firms whose competence and professional scope
are exclusively diagnostic, Hay helps clients develop practical and innovative
solutions to organizational issues uncovered by a survey. Hay Group will help the
City translate the opinions of residents, members of the business community and
members of civic organizations into action.
-+ Senior level consultants with hands-on experience working with senior-level
individuals. The quality of the interpersonal chemistry between client senior
management and key consulting staff is often a critical variable in the amount of
constructive action that results from a survey engagement. The project team Hay will
assemble for this project provides a combined state-of-the-art survey research
capability, multi-disciplinary focus, and broad geographic representation.
Biographies of the consulting team members are included in Appendix A.
-+ Customer satisfaction survey experience. Hay has unparalleled experience in
designing and administering customer/citizen satisfaction surveys and using the
resultant data to improve organizational performance. A significant percentage of our
survey business is in the area of customer satisfaction measurement, with project
work spanning consumer, citizen, business-to-business, and internal customer
-- relationships. We have conducted customer surveys for hundreds of public and
private sector organizations worldwide. Our customer surveys have been used by
our clients to enhance customer satisfaction, improve the quality of products and
services, develop new products and services, enhance quality of life, support
Government Performance and Results Act (GPRA) initiatives, enhance public
image, assess organizational performance and strategy achievement, and so forth.
Examples of our customer/citizen survey clients include:
-
Public Sector Private Sector
Miami-Dade County (FL) American Management Systems
City of Middletown (OH) Affiliated Computer Systems
Falls Church City Public Schools (VA) Blue Cross Blue Shield
Chesterfield County (VA) Bristol-Myers Squibb
Muscogee County (GA) Dupont
HayGroup
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Citvof Miami Beach Citizen/Public Opinion Surveys
RFP# 32 03-04
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Public Sector (cont'd) Private Sector (cont'd)
Defense Security Service Fortis Benefits Insurance
Department of Defense GuideOne Insurance
Department of the Treasury Merck
Federal Deposit Insurance Corporation Moody's Investor Service
Internal Revenue Service Nabisco
International Monetary Fund Newton Memorial Hospital
National Aeronautics and Space Agency United Retail Group
National Parks Service Usinternetworking
-
+ Capability to administer surveys to diverse, multi-lingual populations. Hay
Group has conducted employee and customer surveys for hundreds of global
organizations. Our surveys have been translated into multiple languages, and we
have extensive experience successfully administering surveys via several modalities
to target diverse employee populations. We use our knowledge of global and diverse
employee populations to design culturally sensitive survey questions, and to
interpret survey responses from different race and ethnic backgrounds.
Similarly, we have conducted several customer surveys that have targeted diverse
populations of customers. For example, for the citizen surveys we implemented for
Miami-Dade County, we conducted focus groups and surveys with Hispanics to
explore their knowledge of and satisfaction with the County's services. The survey
instruments were administered in the three main languages of the County (English,
Spanish and Creole).
+ Knowledge of Local Governments. Hay Group consults with a wide array of local
governments. Through this industry-specific experience, our consultants have a
good understanding of the organizational culture and customer base of local
governments, and the types of issues that employees and customers face. For local
governments, including several counties, we have conducted citizen and employee
satisfaction surveys, designed compensation programs, developed performance
measures, conducted benchmarking studies, and developed competency models
and performance management programs. A representative list of our local
government clients is presented in Appendix C.
+ Emphasis on Customization. Given the tremendous variability that exists in
organizational strategies and cultures, customer bases, and survey objectives, one-
size-fits-all approaches to employee and customer surveys are bound to fail.
Accordingly, at Hay Group we tailor all aspects of the survey process -- from survey
design, to administration methods, to results reporting and action planning
-
HayGroup
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Citvof Miami Beach Citizen/Public Opinion Surveys
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approaches -- to the particular needs of each client. We work with our clients to
design surveys that are tailored to their needs and goals -- no two of our surveys are
identical.
~ Technological innovation in survey administration and feedback of survey
results. Hay Group possesses state-of-the-art technical capabilities in demand by
high-performing clients who are sophisticated users of research information. In
addition to traditional paper-and-pencil survey questionnaires (mail surveys), Hay
can administer surveys via the telephone or Internet. Many of our clients use our
leading edge electronic reporting of survey results, which are unparalleled by our
competition. As a firm, Hay Group has dedicated significant resources to the
development of tools that provide our clients standardized approaches to common
issues. Our state of the art technical capabilities include innovations in:
Intranet or Internet survey administration
Interactive voice response touch-tone telephone data gathering
Fax or e-mail surveys
High-speed optical scanning
Customized, flexible survey report generation software
Electronic results reporting (see sample enclosed)
Our approach to the City of Miami Beach's survey efforts will likely be a mixed
methodology, varying by the constituency being surveyed.
~ Normative Databases for Benchmarking Survey Results. Hay has a strategic
partnership with the National Research Center (NRC), which maintains one of the
world's largest databases of citizen satisfaction information. This database contains
survey responses from more than 250,000 residents and 6,000 survey questions,
including over 300 local governments. This database will give the City the
opportunity to compare its survey results to local governments in general, or a
customized collection of jurisdictions that are demographically comparable to the
City.
~ Results-oriented, flexible approach. Every aspect of Hay's approach is tailored to
meet the specific needs of our clients. Our degree of customer focus and our
partnership with clients help ensure a successful outcome with respect to client
involvement and management's ability to use the results to foster improvements and
change.
~ Post-Survey Support Capabilities. Hay Group's entire approach to the employee
and customer survey process is designed with survey data utilization in mind. We
strongly believe that survey data are only means to an end. Unlike firms whose
professional scope is exclusively diagnostic, Hay prides itself on helping clients
develop practical and innovative solutions to organizational issues uncovered
through surveys. We recognize that it is not enough that data are reliable, valid,
confidentially gathered, or statistically precise. These aspects of the process are
necessary, but not sufficient. A survey initiative is only successful if the results are
used for positive action and change. Our survey process provides clients with a clear
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Citvof Miami Beach Citizen/Public Opinion Surveys
RFP# 32 03-04
understanding of the meaning of survey results, and, most importantly, guidance and
assistance in making change a reality. In addition to consulting support Hay can
provide around the action planning process, we consider one of our unique strengths
the ability to draw on expertise from various Hay Group practice areas (e.g., reward
and compensation, performance management, leadership development, change
management), when needed, to assist with issues uncovered by the survey.
In sum, some consulting firms dabble in surveys, without any clear focus in the area.
Others are so exclusively focused on surveys that they have little experience in other
areas to draw on to support organizational improvement efforts. Hay Group offers the
ideal mix of survey and measurement expertise and broader HR and business know-
how.
Also, for more information and description of Hay's orientation and philosophy with respect to
customer surveys, please see Appendix B.
HayGroup
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Citvof Miami Beach Citizen/Public Opinion Surveys
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IV. Proposed Methodology/Work Plan
Hay Group has a proven methodology for conducting citizen/public opinion surveys.
This customer survey process produces useful results that will help to improve citizen
satisfaction with services, as well as their resulting quality of life. Below are the steps
that Hay recommends to design and implement such a survey program for the City.
These steps may be modified where necessary to meet the City's unique survey needs.
Before describing the steps in detail, however, we feel it is important to talk about the
governance of the project.
Project Governance
Hay Group views partnering with our clients as key to successful long-term
relationships, and ultimately, as key to more successful outcomes for our clients. Our
goal is to exceed our clients' expectations, to expand our client referrals/references, and
to continue working with clients as they implement changes.
We begin the partnership by assigning senior-level client managers to each of our clients.
The client manager is responsible for understanding the client's business issues, for
"getting to know" the key people in the client organization, and for ensuring the
appropriate technical resources are assigned to the various phases of the project - and
ultimately, for client satisfaction throughout the partnership.
All of our consultants have world-class expertise in the improvement of customer
satisfaction and organizational performance - an expertise that has been gained
through extensive training and certification, and more importantly, through working with
world-class clients across industries and geographies. Our consultants are not simply
"pollsters" who provide data or results. We understand organizations, their people, and
the relationship between strategy, culture, systems, results, reputation and customer
attitudes.
The members also bring together experience in working with clients from a multitude of
countries, cultures and industries, both private and public sectors. The range of
experience of team members will afford the City the level of expertise necessary for a
successful project.
For more on the project team and anticipated duties and responsibilities of project
members, please see Appendix A.
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Steps in the Process
Step 1. Project Planning
Prior to implementing any specific steps in the survey process, Hay will meet with the
City survey team members to discuss the project plan and collect information necessary
for conducting the citizen/public opinion survey. This initial meeting would likely include
a discussion of the following:
~ Objectives and desired results of the survey
~ Constituents to be included in the study (besides residents and members of the
business and civic community)
~ Types of questions to include in the survey
~ Timelines for survey development, administration, data analysis and reporting
~ Survey positioning and communications about the survey plan
~ Potential issues related to survey sampling and administration (such as how to reach
the diverse City population)
~ Plans for data analyses (e.g., types of demographic comparisons)
~ Roles/responsibilities of the City survey team members and Hay project team
members
This session, and on-going discussions with the project team, will allow us to customize
each of the subsequent steps of the survey process to best meet the City's
requirements. Based on these discussions, Hay will develop a detailed project plan that
outlines roles and responsibilities for each step (by Hay and the City), as well as
detailed timelines for completion. This planning will take place during the first week of
the project.
Deliverable: Project work plan with agreed upon delivery dates (clear timeline).
Step 2. Pre-Survey Communications
Before distributing the surveys, we feel it is important to inform the public about the
impending survey effort. Residents, businesses and civic organizations should be
informed that being surveyed by the City of Miami Beach is key to maintaining -- and
improving -- the quality of services provided by the City, as well as quality of life. The
City Web site, newsletters, cable channel, media, and town meetings are possible
mechanisms for informing the public about why the survey is being conducted, the plan
and timing for deployment, and how it will affect them. We will work with the City to
determine the best methods for communicating information about the survey to its
constituents.
Deliverable: Recommendations and implementation of a communications strategy,
along with draft communiques to the various constituents included in the study.
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Step 3. Sampling Plan
Hay will work with the City to design a sampling plan that will result in a sufficient
number of responses to ensure statistically reliable and valid conclusions at the 95%
confidence level (with a +/-5% margin of error). The total number of citizens, members
of the business community and members of civic organizations to be sampled depends
upon the expected response rate, and the number of subgroups (e.g., race/ethnic
groups, regions/districts within the City, type of business/organization, etc.) for which
reliable and valid conclusions are desired.
For costing purposes, we provide two options for the survey sample, depending on the
types of subgroup comparisons in which the City is interested. As mentioned previously,
one factor that impacts the size of a sample is the number of demographic cuts of the
data that are of interest. The larger the number of demographic cuts, the larger the
required sample size (to obtain 95% confidence level with +/-5% margin of error).
Because it is not clear whether the City is interested in analyzing survey data by
different demographic cuts (e.g., compare households with different income levels;
compare households from different regions of the City), we present two options for
designing the survey sample. Both options will achieve a 95% confidence level with +/-
5% margin of error. We present cost estimates for each sample size option in the
Pricing Proposal on page 36.
Sample size for Citywide results. A smaller sample size is possible if the City is only
interested in obtaining survey results for the City as a whole. That is, a sample size of
about 1,500 - 2,000 is sufficient if survey results will only be presented for the City
overall (Le., a summary of responses across all constituents who respond to the
survey). This estimate is based on an anticipated response rate of 25 - 30%. Thus, to
achieve a 95% level of confidence with +/-5% margin of error, we would need to receive
400 completed surveys from citizens, as an example.
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Sample size for demographic cuts. A larger sample size is required if the City is
interested in analyzing survey data by different demographic cuts. For example, we may
present survey results for different race/ethnic groups or income levels, or for different
businesses/organizations in the City. That is, a sample of anywhere from 5,000 - 7,500
is required if survey results will be presented for different demographic groups. Once
again, this estimate is based on an anticipated response rate of 25 - 30%. This sample
size will allow us to achieve a 95% confidence level (with +/-5% margin of error) for
comparisons across different demographic groups (e.g., up to five categories for each
demographic cut).
We will work with the City to determine the best database to use for selecting the
sample of households for citizens and lists for businesses/civic organizations. In
previous citizen/public opinion surveys, we have used personal property tax databases
to sample households (Le., database includes individuals who own large items such as
automobiles and mobile homes); supplemented with lists from subscriptions, utility
information, auto registration, etc. This type of database includes individuals in multi-
family units, apartment dwellers, single-family units, and mobile homes. We typically do
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not solely rely on a database of phone numbers (e.g., phone book) for selecting a
sample because a large number of households may not have a phone, have unlisted
numbers or, in this age of cellular phones, may no longer have landline telephone
service. Clearly, more discussion and planning between the City and Hay Group is
needed to clarify the City's sampling and segmentation goals.
Deliverable: Sampling plan that will provide a 95% confidence interval with an error rate
of +/-5%.
Step 4. Survey Development
Hay will work with the City to construct custom-designed survey instruments tailored to
the specific constituents and needs of the City. However, this survey will be
standardized enough to allow for normative comparisons to other local governments
that have used similar questions to assess levels of citizen satisfaction.
The recommended steps for designing a draft citizen satisfaction survey are as follows:
~ Review the City's mission, vision, strategic goals and objectives, and customer
service standards in order to include questions in the survey that are consistent with
the vision and strategic direction of the City, and to gain an understanding of the
City's constituent base.
~ Review documents describing City services and programs to provide insight into
survey questions.
~ Conduct interviews with subject matter experts at the City to identify the types of
issues that should be included in the survey. Subject matter experts may include,
but are not limited to: department heads, elected officials, and advisory volunteers.
We recommend conducting 8 to 10 interviews. Interview questions will focus on
what types of questions/topics stakeholders think should be included in the survey,
what they consider to be key elements of constituent satisfaction and quality of life,
and how they would like to use the data from the survey. In addition, these
interviews will serve to reinforce the survey objectives, methodology, and expected
end results to City management and other stakeholders, as well as gain their support
for the survey effort.
~ Conduct focus groups with City constituents. Focus groups with citizens will be used
to determine the types of questions, response options, and administration
methodology preferences for the survey and process. Hay will design a standardized
focus group protocol, facilitate the focus group sessions (in English and Spanish),
and summarize focus group information. The focus groups will help identify the City's
unique service issues and the dimensions by which the public view services, the
City's vision and their overall satisfaction. Each session generally includes 10 to 12
participants from diverse backgrounds. Sessions last approximately two hours and
will be facilitated by one group facilitator and one note taker. We recommend
compensating focus group participants for their time or providing a light meal or
refreshments as a token of appreciation and incentive to participate, if feasible.
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We would also expect to conduct focus group sessions with members from a
representative sample of businesses and civic organizations, as their needs and
view of the City's vision and services will undoubtedly be diverse from the views of
citizens. The number of focus groups to conduct will vary depending on the
segmentation required (sampling discussed earlier), accuracy of lists, and ease of
scheduling participants. Hay will work closely with the City project team to identify
businesses and organizations for focus group selection and participation.
Hay also recommends that the City consider performing one or two focus groups
with City employees who have high contact with City citizens, businesses and civic
organizations. Meeting with City employees can provide deeper insight into the
perceived strengths and obstacles they face in dealing with the City's various
constituency groups and further guide the development of the survey instruments.
+ Review relevant customer/citizen satisfaction and marketing literature (e.g.,
dimensions of public satisfaction; questions from other surveys, etc.) as input into
the design of the survey.
+ Review the National Research Center's Customer Survey Database so that the City
can compare its results to a nationwide local government normative database. That
is, we will include questions from the database to allow for benchmarking
comparisons.
+ Draft survey questionnaires. Based on the information collected from interviews, the
City and its staff, normative benchmarks and our own experience, Hay will design a
survey instruments for each of the three constituent groups (residents, businesses
and civic organizations). We expect each questionnaire to be similar enough to one
another that comparisons across constituency groups is available, but also to
contain unique questions that address the specific issues and concerns of each
group.
Each questionnaire version will include a survey welcome page/cover letter,
instructions on how to complete and return the questionnaire to Hay, the actual
survey questions, and response options.
+ Translation. Hay has the ability to translate the survey into over 40 languages, and
to translate into Spanish presents no problem for us. Our translation procedure is a
double translation process. We first translate the survey into Spanish and then ask
our clients to verify the translation for accuracy and completeness. Our experience
has shown that this verification steps is a critical part in the survey development
process.
Our expectation is that each questionnaire version will be translated into Spanish for
a total of 6 survey versions (English and Spanish versions of the citizen, business
and civic organization questionnaires).
+ Conduct pre-test. Hay will pre-test the survey using a diverse sample of the City's
citizens. We recommend conducting several pre-test sessions, with 12 to 15
participants per session. Pre-test participants will be asked to complete the survey
and provide suggestions about the clarity of the survey's instructions, questions, and
response options. Additionally, participants will provide input about whether the
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survey questions are relevant to the City's constituents, and whether there are
important issues that are not included in the survey. The City will receive a summary
of the pre-test results and Hay will revise the draft survey based on feedback from
the survey reviews and pre-test.
+ Obtain approval of survey. Hay will provide a copy of the draft survey at two points
in time: 1) prior to conducting the pre-test; and 2) after pre-test changes are made.
Hay will revise the survey based on feedback from these reviews, and submit it to
the City for final approval.
We anticipate that the final version of the survey instruments will contain 30 to 45
multiple-choice questions. The number of questions may vary, however, depending on
what is learned during the survey development process. The majority of questions will
ask citizens to indicate their level of satisfaction with various City services, departments,
and aspects of quality of life. The survey will likely include a set of background
questions (e.g., race/ethnic background, income level, type of businesses) to allow for
comparisons between the responses of different subgroups, and to ensure that survey
respondents are representative of City citizens, businesses and civic organizations.
The City also has the option of including one or two open-ended (write-in) questions into
the survey. This would allow respondents the opportunity to provide suggestions/
comments about any issues not specifically asked in the survey, or to expand upon
survey questions or issues.
The following are examples of the types of questions that may be included in the City's
citizen/public opinion survey questionnaires:
+ Overall rating of the City of Miami Beach as a place to live, work, do business and
play
+ Understanding and alignment with the City's vision and strategic plan
+ Ratings of the City's services (e.g., public health, zoning, development, provisions of
safety, etc.)
+ Ratings of City employees who provide such services (e.g., knowledge of City
services, courtesy, professionalism)
+ Satisfaction with City leadership
+ Ratings of City government (e.g., hours of operation, convenient ways to use City
services)
+ Overall rating of "quality of life" in the City
+ Ratings of different aspects of quality of life (e.g., transportation, job and business
opportunities, cost of living, tourism, shopping and entertainment opportunities)
+ Doing business with the City
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Deliverables
-+ Focus groups/interviews with City constituents and employees
-+ Summary of pre-test results.
-+ Final survey instruments for each constituency group (in English and Spanish).
Step 5. Survey Administration
Hay's survey administration capability includes all possible methods for deploying
questionnaires to constituents, including paper-and-pencil, outbound and inbound
.... telephone, fax back, e-mail, and Internet. Below is a summary of the methodologies
used in administering surveys followed by more detail of the major methodologies used
in citizen/public opinion surveys and our recommendations for this project:
Paper-and pencil-administration
....
This approach involves providing survey participants with printed hardcopies of the
questionnaires. There are various options for participants to return their completed
.... questionnaires to Hay Group for processing. The most popular paper methodology is
via U.S. mail (in addition to the survey, we provide each participant with a business-
reply, postage paid envelope (addressed to Hay Group). Mail provides for good
.... participation rates and perceived neutrality/confidentiality of responses. Other options
for administration by paper include setting up locations throughout the City where
citizens, business members and/or civic members can come and complete the survey
(this works especially well for those who need assistance due to literacy issues) or
returning via fax.
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Telephone administration
Perhaps the most popular (but costly) of the methodologies to reach citizens/the public,
telephone surveys remain an important approach to consider for obtaining constituent
_ feedback. There are generally two methods: outbound (initiated by the City) and
inbound (initiated by the respondent). The outbound telephone process involves live
interviewers calling citizens (at their homes) and businesses and organizations to
complete the survey questions (generally about 10- 15 minutes for each call).
Interviewers must be trained on phone demeanor and how to record responses.
Outbound methods often lead to the best response (especially when conducting during
the evening/weekends for citizens and during the day/afternoon for businesses/
organizations). Hay has prepared protocols for interviewers making outbound phone
calls.
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The inbound telephone process involves mailing a survey cover letter to all constituents.
The letter would have a short invitation to participate in the survey in the languages of
interest (e.g., a paragraph in English and Spanish explaining the purpose of the survey
and how to complete the survey via telephone). The instructions would tell citizens to call
a toll-free number (we can provide a different toll-free number for each language) to
complete the survey on the telephone in their native language. Respondents would also
be provided with a unique ID number to control the sample and ensure that only one
response is provided per household.
Upon calling the toll-free number, respondents are greeted by the computerized system
and asked to enter an ID number, which signals the system to begin the survey.
Respondents are then read the survey questions and asked to respond by pressing the
button on the telephone that corresponds to their chosen response. At an additional
cost, the system can also be programmed to accept voice commands for additional
convenience. Respondents who do not have a touch-tone phone will be transferred to a
live operator who will administer the survey. A toll-free telephone number can also be
established for respondents to call with questions about the system or for technical
support.
Internet methodology
Hay also offers a web-survey application that provides respondents with a user-friendly
and confidential way to quickly and easily register responses to both fixed choice and
open-ended essay questions. Our Web-based survey capability runs the gamut from
customized E-mail invitations and reminders with individual password control to
citizens/the public, to real-time online reports for response rate tracking and
summarized results on specific survey items. Hay provides hosting for this survey
capability and our consulting staff personally oversees the production, configuration and
set-up of the questionnaire on the web site. All versions of the survey (English and
Spanish) can be easily set-up on the website. The data on the website is encrypted in a
way the makes it unusable to an outside party. At no time in the process will Hay violate
an individual's confidentiality for any reason.
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Recommended Administration Approach
A mixed approach of telephone and mail should be explored (especially for citizens) as
this provides the best possibility to obtain good participation and allow for controlling the
sample (quotas). Internet methodology mail also be a particularly attractive solution for
businesses and civic organizations who would theoretically have greater computer
literacy and access at their workplace locations.
Maximizing response rates
Hay will work with the City to ensure that response rates are maximized. A high
response rate will ensure that the data are valid and representative of citizens/the
public. Potential strategies for increasing response rates include:
-+ Providing up-front publicity about the survey (maximizing pre-survey
communications - see step 2 earlier in this proposal)
-+ Minimizing the length of the survey
-+ Describing the benefits of the survey for citizens and the City
-+ Providing flexibility in the manner and time in which citizens choose to respond
-+ Sending a postcard to citizens after the initial mail-out reminding them to complete
the survey
-+ Providing regular response updates to City staff for follow-up
Customer Incentives
Incentives are frequently used to increase participation of customers in surveys such as
this. The type of incentive used varies depending upon the constituency. It is generally
not a large amount, but must be valued by the respondents. We often use the focus
group phase to test the efficacy of different incentive possibilities.
- Deliverable
-+ Strategy for engaging the City's diverse population in the survey process and
- implementation of agreed upon modalities to be used in the data collection process.
Step 6. Data Processing, Survey Analysis and Reporting
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Hay will process all survey data, analyze the results, and provide recommendations to
improve citizen/public satisfaction.
Data processing. Upon receipt of the completed surveys, Hay handles all data entry,
programming, and processing of data. We use a number of methods to ensure the
integrity and accuracy of the data and reports (e.g., running various checks for duplicate
data records and invalid responses, verifying data through two separate processing
tools, etc.). Responses will also be weighted/adjusted to reflect the actual distribution of
City constituents. The City will receive the "raw data" in an MS Excel document or in a
format the City desires.
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Survey analysis. Hay will generate user-friendly feedback reports of the survey results.
We will solicit the City's input into the types of data analyses that will provide the most
useful information. Data analyses may consist of the following:
-+ Ana/ysis of the characteristics of citizens, businesses and civic organizations who
responded to the survey
-+ Frequency distributions for each survey question -- the percentage of respondents
who selected each response option. For example, results will show the percentage
of responses who reported their satisfaction level as: 1) "very satisfied" or "satisfied;"
2) "neither satisfied nor dissatisfied;" and 3) "very dissatisfied" or "dissatisfied"
-+ Mean, median, mode and standard deviation for each question
-+ Trend - Comparisons of survey results to previous City surveys, if applicable
-+ Normative comparisons of the City's data to other jurisdictions/organizations for
benchmarking purposes
-+ Comparison of results among different subgroups (cross-tabu/ations for
demographic groups). If desirable (and a large enough sample of participants is
surveyed), Hay will also perform cross-tabulations to compare survey responses
among different groups of constituents. We will solicit input from the City into the
types of comparisons that will provide the most useful data. Examples of possible
comparisons include:
~ Region or district within the City
~ Home owners versus renters
~ Race/ethnic background
~ Household income
~ Length of time living in the City
~ Type of businesses and civic organization
~ Amount of contact with the City
The larger the sample size selected, the higher the likelihood of providing these data.
Summary of Analytical Tools Used
Type of Analysis
Factor Analysis
Correlation Analysis
Multiple Regression Analysis
To Discover:
Segmentation Modeling
Structured Equation Modeling
(L1SREL)
Questionnaire structure
Singular relationships among measurements
Weighted/partialled relationships among variables
Interaction (whether relationships between variables
differ depending on a condition of a third variable)
Shared weighted relationships across all domain
measurements
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Electronic reports. Hay can provide survey feedback reports in a paper format, a .pdf
format, or an electronic, Microsoft-Excel-based format (see Appendix D for sample
report pages and the attached CD for a sample report in its entirety). Many of our clients
use our electronic reports because they like the interactive nature of these reports and
the ability to go "paperless." The City can receive results electronically in the form of a
Microsoft Excel worksheet, delivered via e-mail, diskette, or CD. These electronic
reports allow City management the ability to view high-level summaries, drill down in
selected areas for more detail, and sort results in various ways (by most favorable
responses, greatest differences from norms, etc.) to isolate key themes and trends.
These reports also allow managers to "cut and paste" from the results report to create
their own presentations, action plans, etc.
Responses to open-ended questions. Hay will perform a high-level content analysis
of responses to any open-ended questions included in the questionnaires. These
analyses identify the major themes from the verbatim comments.
Deliverables
+ Recommended data analysis methodology and implementation of methodology.
+ User-friendly feedback reports.
+ Electronic copy of the final data file in MS Excel format.
Step 7. Presentation of Results to Management
Hay will prepare an executive briefing/presentation on the key survey findings, to be
delivered to City management and staff. The executive briefing will include:
+ Description of survey methodology
+ Response rates and demographics of survey respondents
+ Summary of survey results
+ Key strengths and opportunities for improvement for the City overall
+ Important differences in survey findings by key demographic groups
+ Comparison of survey results to normative benchmarks
+ Themes identified through the analysis of responses to the open-ended question
+ Overall conclusions about the extent to which citizens, businesses and civic
organizations understand the City's vision, strategy, as well as, satisfaction with City
services and quality of life
+ Next steps for action planning, communications and survey feedback
Following our presentation of the key survey findings, Hay can facilitate a group
discussion for the purpose of issue prioritization and future action planning to address
citizens' most critical issues. It should be noted that Hay will isolate a limited number of
issues for action, since it is our strong belief that truly focusing on a few key
opportunities for improvement will yield more tangible results than a shallow response to
a "laundry list" of problems. In addition, focusing on a few key issues will increase the
likelihood of success of the survey effort.
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Deliverable: Electronic copies of PowerPoint Presentation and in-person delivery to City
Management and Staff.
Step 8. Report Training
Dumping data on recipients, without explanation, rarely leads to effective action. Hay
would prepare a training module whereby we can train management or City staff (Le.,
train-the-trainer) on how to interpret data, how to make a presentation to staff, how to
conduct an effective staff feedback session and how to develop meaningful action
plans. This training effectively prepares managers to work with survey results and
prioritize issues so that they do not get 'lost in the numbers'. Hay tailors each of our
training modules and toolkits to the specific needs of our clients.
Deliverable: Training toolkits and sessions with City staff.
Step 9. Post-Survey Communications
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We strongly urge the sharing of the overall company results with the public and City
employees. We will work with the City to help prepare the appropriate content and
delivery mechanism for these communiques. Communications can take many forms
(e.g., memo, newsletter, meetings, video, on-line, etc.) and should be tailored to specific
audiences. Hay can assist the City in the development of these formal communications
as well as provide useful sample materials.
Deliverable: Draft post-survey communiques, advice on content and strategy for
distribution.
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Additional Consulting Services
If the City is interested, Hay has the capability to perform additional consulting services
such as the following:
Conduct further in-depth surveys/assessments and interpretations. If the City is
interested in gaining further insight into citizen/public opinion survey findings, Hay can
conduct follow-up focus groups to gain a better understanding of the survey findings,
gather information on potential root causes of the survey findings, and generate
recommendations for improvement. Hay would identify the issues that should be
discussed in the focus groups (based on survey results), design the focus group
protocol, facilitate the focus groups, and summarize focus group data (including tying
focus group data to survey results).
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Conduct specialized data analyses. The City may be interested in examining survey
data by numerous demographic cuts, or some key stakeholders may want to view the
survey data for their own region/district. Hay can provide customized supplemental
data reports summarizing these types of analyses. Additionally, Hay can perform
regression analyses to identify the key drivers of citizen satisfaction with City
products/services, or perceptions of quality of life. For example, a regression analysis
can identify which aspects of City living (e.g., safety, cultural and social opportunities)
have the biggest impact on perceptions of the City as a place to live.
Facilitate action planning sessions with key stakeholders. Hay can facilitate a
series of sessions with City officials to prioritize key issues identified by the survey and
to develop action plans for improving citizen satisfaction, service quality, and quality of
life.
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~ Summary of Deliverables
As we see them, the specific deliverables for the City of Miami Beach's citizen/public
opinion survey process are:
-+ A sustainable survey process that is not only technically sound, but also substantially
contributes to the achievement of continuous improvement
-+ A measurement process that provides the City with the ability to:
o Assess customer satisfaction over time on a regular basis
o Assess itself in relation to other comparable counties
o Determine what actions are required to implement its vision and strategic
plan
-+ A project work program and timeline
-+ Focus group sessions/interviews with citizens, members of businesses and civic
organizations, and City employees
-+ Customer survey instruments for citizens, businesses and civic organizations in two
languages (English and Spanish)
-+ A sample plan and methodology for determining appropriate population, size, and
selection
-+ Pre-survey communications strategy and draft communiques
-+ Data collection methodology; advice on the most appropriate survey delivery
mechanisms and the execution of the selected method(s)
-+ A pre-test of the developed survey instruments and written report of the findings
including recommending and implanting changes to the questionnaires and process
-+ An analysis of the survey results to provide the City with a clear understanding of
what is important to the citizens/public (views of services and the drivers of overall
satisfaction) and the City's perceived ability to deliver on those things that are
important
-+ A presentation of the results of this analysis in an interactive session with City
management - this discussion is designed to engage management in a meaningful
dialogue about the implications of the data for action
-+ Final results reports on the survey data
-+ Guidance and training for City staff on the utilization of the results
-+ A plan to feedback the results to City employees and constituents, including a
communication plan and methods of delivery
-+ Raw data file in MS Excel format (or whichever format the City desires)
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Citvof Miami Beach Citizen/Public Opinion Surveys
RFP# 32 03-04
VIII. Pricing Proposal
Step Consultina Fees Assumptions/Comments
Consecutive 2 day trip sessions to agree on
Planning meetings" $5.000 objectives/timeline/deliverables; includes
management throughout the project
Pre-survey communications No charge Hay drafts communications for each constituent
group/City employees; City provides final approval
$3.500 (Sampling by overall
City constituent only) Hay to recommend approach and methodology
Sampling plan methodology after in-depth review of City population and
and list development $7,500 (Sampling by business/civic organization data; Hay to obtain lists
segments/demographic - up from City and other sources
to 4 demographics)
-+ Citizen (5 - 7 groups, majority in English. one -
two in Spanish)
Conduct focus groups" $10,500 -+ Businesses and Civic Organizations (3 - 5
groups each constituent)
-+ City management and employees
Survey development $8,000 3 versions (similar but unique); 30-45 questions
each with one or two open-ended questions
Administration management $5.500 Oversee deployment of survey via agreed-upon
methodologies
Data capture, quality control, weighting, processing
Data processing and reporting $20,000 and report production (3 versions of the report =
one for each survey version; up to 10 reports for
districts/regions within the City)
Analysis/presentation of $9,500 One in-person presentation to City Commission
findings to City management"
Training on survey utilization" $5,000 One train-the-trainer session
Total Consulting Fees $67,000.71,000'
. Excludes expenses -
estimated below
-
Estimate of Expenses
-+ Focus group meeting room/incentives (if needed and held outside City offices): TDD - billed as incurred at cost
-+ Translation of questionnaire to Spanish: $1,250 (if done by Hay); $500 (if done by the City and verified by Hay)
-+ Printing of questionnaires, return envelopes and postage/shipping: $5,000 - $7.500
-+ (If used) Internet set-up and hosting: $3,500 - $5,000
-+ (If used) Telephone methodology: $10,000 - $15,000 (heavily dependS on specifications of sample)
-+ Travel: Billed as incurred at cost - anticipate 3-4 trips: planning meetings, focus groups. in-person
presentation/training
"Strongly recommend that to save on travel costs, meetings/focus groups/presentations/training should be
scheduled consecutively or on the same trip)
-
HayGroup
36
...
...
...
Citvof Miami Beach Citizen/Public Opinion Surveys
RFP# 32 03-04
Hay will coordinate the citizen/public opinion survey projects for the City of Miami Beach
from our NY Metro and DC Metro offices in order to offer the City both an exceptionally
qualified project team and the best customer service possible. The table below lists key
project team members, their roles, and their office locations. A summary of the
experience and expertise of our proposed team is presented in the following pages.
Consultant Ro/e Hay Office
Name
Rosario Porpora, Co-Project Director NY Metro
M.A. . Ultimate accountability for the success of the project
. Main point of contact for the County throughout the project
. Responsible for understanding the needs of the County
. Ensure appropriate resources are assigned to the various
phases of the project
. Lead Hay's project team
. Involved in all phases of the project (e.g., management
interviews, survey design, sampling plan, presentations)
Michele Co-Project Director NY Metro
Goldberg, M.B.A. . Ultimate accountability for the success of the project
. Main point of contact for the County throughout the project
. Responsible for understanding the needs of the County
. Ensure appropriate resources are assigned to the various
phases of the project
. Lead Hay's project team
. Involved in all phases of the project (e.g., management
interviews, survey design, sampling plan, presentations)
Stacey Namm, Project Manager NY Metro
Ph. D. . Manage day-to-day project activities for the citizen survey
Jodi Simco, Ph.D. Subject Matter Expert/Project Liaison DC Metro
. Support and input throughout the project with respect to
best practices in survey design, implementation and
analysis
. Expertise regarding government survey efforts and related
experience
Dawn Sherman, Subject Matter Expert/Project Liaison NY Metro
M.A.
. Support and input throughout the project with respect to
best practices in survey design, implementation and
analysis
. Expertise regarding customer survey efforts and related
experience
HayGroup
39
Citvof Miami Beach Citizen/Public ODinion Surveys
RFP# 32 03-04
-
The Project Directors will be available throughout the process (in-person or by
telephone) to answer any questions raised by the City, and to ensure that we are
continually meeting your needs and expectations for this survey effort. We will send
monthly progress reports (via e-mail) summarizing the work completed to date, the work
to be completed over the next month, and any issues affecting the timeline (and will
inform you immediately if there are changes to the project timeline). The Project
Directors will also ensure that the appropriate resources are available throughout the
process, monitor progress in completing milestones and deliverables, and review all
deliverables to ensure that the highest standards of quality are met. If it becomes
necessary to reallocate resources internally to ensure that the highest quality
milestones and deliverable are delivered on time, the Project Directors have the
authority to do so.
Additionally, we have other measures in place to ensure a quality survey effort from
start to finish, including:
+ Understanding our clients' needs, objectives and schedule (and continually dialoging
during the project to monitor changes)
+ Having a thoroughly trained project team of consultants, analysts and project
managers who know all the steps in the process and who ensure that pieces do not
"fall through the cracks"
+ Having a team that has a deep understanding of the environment of local
government organizations and the challenges they face
+ Having well-defined repeatable process steps
+ Having process quality checks to ensure that data are accurate as they pass from
one step to another
We are pleased to present an outstanding team of individuals to partner with the City of
Miami Beach on this exciting initiative. Hay's proposed project team has expertise in all
the key areas that are critical to the success of the City's survey program. The team
has extensive experience in the measurement and improvement of customer
satisfaction, as well as experience with local governments. Hay consultants have
gained their experience through extensive education, training, and certification, and
more importantly, through working with world-class clients across a variety of industries.
We are not simply "pollsters" who provide data or results. We understand
organizations; their human resource systems; and the relationship between strategy,
culture, and results. Additionally, our team members frequently publish in the
professional literature and are sought as experts on topics related to surveys,
organizational culture, and satisfaction and loyalty.
HayGroup
40
Citvof Miami Beach Citizen/Public Opinion Surveys
RFP# 32 03.04
Summary of Experience and Expertise of the Hay Project Team
The following matrix summarizes the relevant experience and expertise of the proposed
Hay project team. As the table shows, all team members have years of experience
with projects of similar scope as the City's citizen/public opinion survey project, and all
team members have experience conducting surveys in local government settings.
Additionally, our proposed team has a strong background in statistics, psychometrics,
and sampling design. For example, several project team members have Ph.D.s in
Industrial/Organizational Psychology and over 10 years experience with statistical
software (e.g., SAS, SPSS), a thorough knowledge of descriptive and inferential
statistics, and expertise in sampling design for survey research.
..
- Ii
~f
16
Rosario Porpora 8 x x x x x x x
Michele Goldberg 10 x x x x x x x
Stacey Namm 5 x x x x x
Jodi Simco 10 x x x x x x x
Dawn Sherman 15 x x x x x x x
-
HayGroup
41