HomeMy WebLinkAboutExhibit A Proposal to Conduct 2007 Survey
HayGrouj
The City or Mla/77I' Beach
Proposal to Conduct the 2007
Community Satisfaction Survey
Submitted by:
Hay Group Insight, a division of the Hay Group
Harborside Financial Center
2310 Plaza Five
Jersey City, New Jersey 07311-4013
Phone: 1.201.377.5800
Fax: 1.201.377.5811
October 3, 2006
II
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Table of Contents
Page #
I. Introduction 3
II. Proposed Project Methodology 4
III. The Hay Group Insight Core Team 10
IV. Pricing Proposal 12
HAY GROUP INSIGHT CONFIDENTIAL: This document contains proprietary material and should not be
reproduced, either in total or in part, circulated beyond the City of Miami Beach, or quoted from
without the expressed permission of the Hay Group Insight.
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I. Introduction
Hay Group Insight ("Hay") is pleased to submit this proposal to the City of Miami Beach ("The
City") to conduct its 2007 Community Satisfaction Survey. We have designed our survey
approach and team to meet the distinct needs of the City, as we currently understand them. If we
have been unclear or if any of the assumptions set forth in this document are incorrect, please let
us know and we will make the appropriate adjustments.
The purpose of this document is three-fold:
· Outline our proposed methodology to implement the survey for 2007
· Identify the Hay Group Insight core project team and experience
· Provide pricing estimates that are competitive and cost efficient
Having partnered with the City on the 2004-05 Community Satisfaction Survey initiative, Hay is
uniquely qualified to carry out this re-survey. We are intimate with the City's 5-year vision and
strategy to continuously improve quality of life across the community. We have meet and worked
closely with the City Mayor, Commission and Executive Staff to understand their unique needs,
developed survey instruments that meet their objectives, and shared the survey results in an
open and participative discussion to prioritize key findings and next steps. We have successfully
implemented strategies to obtain participation from the City's diverse population of residents and
businesses. And, most recently, we conducted follow-on focus groups with residents and
businesses for further input into the development of City action plans based on the survey results.
We look forward to the opportunity to work with the City again on this important initiative. If you
have questions or need more information in any area, please don't hesitate to contact us. We
look forward to hearing from you soon.
Jl~~
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Michele Goldberg
Senior Consultant, Hay Group Insight
Phone: 1-201-377-5830
Email: MicheleGoldberq@hayqrouP.com
Rosario Porpora
Consultant, Hay Group Insight
Phone: 1-201-377-5842
Email: RosarioPorpora@hayqroup.com
Hay Group Core Values: /nsightfu/. Courageous · Committed
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II. Proposed Project Methodology
Based on discussions with the City, Hay makes the following assumptions regarding the 2007
Community Satisfaction Survey process:
1) The survey will only include two groups - Residents and Businesses
2) The survey instruments for Residents and Businesses are expected to remain largely
unchanged (80 - 85% the same) compared to the 2004-05 instruments
3) Focus groups with residents and businesses will not be conducted for the purposes of survey
redesign since a) Hay recently conducted focus groups in April 2006 with residents and
businesses as part of the follow-on research and b) as noted in point 2 above, the survey
instruments will not change significantly and other sources will be used for questionnaire
redesign and revisions
Step 1. Survey Planning
To begin the process, Hay expects to lead a discussion with the City survey project team, which
can be done via conference call or in-person, to review several survey details. This discussion
will include, but not be limited to, the following topics:
· The City's 5-year vision and strategy, and where the City is in relation to achieving targets
· The previous Community Satisfaction Survey process (what worked/what didn't)
· Preliminary thoughts on content changes to the Resident and Business survey instruments
· Timing for meeting with relevant City personnel, receiving survey changes, administration of
the surveys to the community, and requirements for analysis and reporting
· Survey positioning and communications to City personnel and the Community at large
· Sample plan strategy and list development
· Roleslresponsibilities of the City survey project team and Hay project team
From this discussion, Hay will develop a detailed project work plan that outlines roles and
responsibilities for each step (for Hay and the City), as well as, detailed timelines for completion.
Hay will conduct a briefing with the Administration (City Manager and Executive Staff), time and
schedule permitting and if the planning session is done on-site, for purposes of reintroducing the
survey to the group, reviewing the 2004-05 Community Satisfaction Survey, and obtaining their
guidance, feedback and requirements for the 2007 survey effort.
Deliverable: Hay shall provide a project work plan with agreed upon delivery dates within two
weeks of Notice to Proceed from the City Manager of Designee.
Step 2. Pre-Survey Communications
As we had witnessed in the previous Community Satisfaction Survey, it is important to inform the
public about the survey effort in order to positively affect participation. The City Web site, bi-
monthly MB Magazine, weekly City page in local newspapers, cable channel, media, City
meetings, mailings to residents/businesses (bills, etc.) can and should all be used as vehicles to
alert the public about the upcoming survey (objective, timing, etc.). Hay will work again with the
City to draft updated communication pieces and advise on the best methods for communicating
the survey to Residents and Businesses.
Deliverable: Content and implementation of a communications strategy within two weeks of
Notice to Proceed from the City Manager or Designee.
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Step 3. Sampling
Assuming results will be divided as in 2004-05. Hay outlines the following sampling approach:
Resident survey
. 1,000 completed survey responses will be obtained, providing for 95% confidence, +/- 3%
error rate (better than industry standard of +/-5%)
. Residents will be sampled across the following City regions to obtain 200 responses from
each area:
North Beach
Condo Corridor
Mid Beach and the Islands
South Beach and Belle Isle
South Pointe
Business survey
. 500 completed survey responses will provide 95% confidence, +/- 4% error rate
. Businesses will be sampled by the three main regions (North, Mid, and South)
. Results will also be sampled by industry (Professional, Retail, Restaurants, etc.) providing for
lower reliability estimates
Hay will take the lead to develop the resident list using various sources (approximately 5,000
residents to be included in the sample). Hay will also obtain business contact lists from an
external source.
Deliverable: A sampling plan that will provide a 95% confidence interval with an error rate of
+/-3% for Residents (+/-5% error rate for each of the 5 regions). For the business survey, the
sample will provide 95% confidence at +/-5% error rate for the overall City level and
approximately +/-7% for the three regions (North, Mid and South). Reliability at the business
industry level (Le. professional, hotels, etc.) will be lower (between +/-7 to 10%).
Step 4. Survey Revisions
Hay will work closely with the City to revise the 2004-05 survey instruments to meet the City's
current survey objectives. The goal is to identify questions to delete, modify and add based on
actions taken since the last survey, new initiatives that have arisen since 2004 and to clarify any
wording deemed unclear or inconsistent with currently used terminology. Input will come from:
. The City survey project team (per Step 1 above)
. The City Manager and Executive Staff (per Step 1 above)
. Meetings with the Mayor and Commissioners individually and as a Committee of the Whole in
November through Early December
. The National Research Center's Citizen Survey Database
. Hay's own review and analysis of the prior survey results using various statistical methods
(factor analysis, correlations, etc.)
. Review of the 2005 Miami-Dade County Resident Survey and other recently conducted
surveys in the region, if available
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Both Resident and Business survey instruments are expected to remain largely unchanged (80-
85% the same, Le., 15-20% the questionnaire may consist of modified or new items). We
assume the Resident survey instrument is not expected to exceed the current length of 80
questions and the Business survey instrument will not exceed the current length of 70 questions -
both shall not exceed 15 minutes in length for telephone survey completion.
Should any new or modified questions present added complexity for survey administration and
data processing/analysis (e.g., ranking questions, branching questions), Hay will advise the City
of time and cost implications.
Hay will take the lead on translation changes needed to the Spanish versions of both the
Resident and Business survey instruments.
The City will review all survey drafts (in English and Spanish) and provide final approval before
Hay proceeds with deployment in the field.
Hay will pre-test both the Resident and Business surveys and make recommendations for
refinements prior to full implementation.
Deliverable: Hay will draft and provide updated English and Spanish versions of the Resident and
Business surveys for City review within 30 days and final approval within 45 days.
Step 5. Survey Administration/Data Collection
The surveys will be administered using an outbound telephone survey methodology to obtain a
random sample of responses. For the Resident survey, approximately 500 paper surveys will
also be mailed to a random sample of residents who do not have landline phone service so as to
control for response bias.
Hay will update the City project team daily throughout administration regarding participation
counts for appropriate follow-up activity. Note: Due to religious observances, no outbound calling
will be conducted on Friday evening, Saturday morning and Sunday morning.
Hay recommends that the City provide an incentive to participants (both Residents and
Businesses) as a means to maximize response, similar as to what was done in the previous
administration (local restaurant certificate, tickets to local events in South Beach, etc.).
Deliverable: Strategy for engaging the City's Residents and Businesses to participate in the
survey; implementation of agreed upon modalities to be used in the data collection process.
Step 6. Data Processing, Analysis and Reporting
Hay will process all survey data, analyze the results, and provide recommendations to improve
publiC satisfaction.
Data processing. Upon receipt of the completed survey responses, Hay handles all
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 to reflect the actual distribution of City residents and businesses by region. The
City can receive the "raw data" in an MS Excel document or in a format the City desires.
Survey analysis. Hay will develop an analysis of the survey results. Data analyses will consist of
the following:
. Analysis of the characteristics of residents and businesses who responded to the survey
. Frequency distributions for each survey question - the percentage of respondents who
selected each response option
. Trend - Comparisons of survey results to the 2004-05 City survey
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. Normative comparisons of the City's Resident survey results to National benchmarks, other
Florida cities and cities/jurisdictions across the U.S. that are the same size/population as the
City (75-100,000 residents, large Hispanic populations, etc.)
. Comparison of results among different subgroups (cross-tabulations for demographic
groups). Hay will perform cross-tabulations to compare survey responses among different
groups, e.g., region, gender, race, type of business, etc.
. Key driver analysis to determine the questions/items that have the greatest impact on
satisfaction with services
. Responses to open-ended questions - Hay will perform a content analysis of responses to
the open-ended questions included in the questionnaires. These analyses identify the major
themes from the comments.
Deliverable: Hay shall provide user-friendly PDF reports that include survey results from each
survey and by region within each survey (up to 10 reports total).
Step 7. Presentation of Results
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
. Detailed comparison to previous survey results and implications of same
. Important differences in survey findings by key demographic groups and by region
. 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
About 1.5 weeks prior to this meeting, Hay will submit a draft of the presentation to the City
Manager's office for their review and commentary. Hay can walk through the draft presentation
with the City Manager via phone/video-conference for purposes of clarification and reorganization
of the presentation, per the City's request.
Hay expects that this session will be conducted in a similar fashion to the off-site meeting in May
2005 (all-day survey review with Mayor, Commissioners and City Manager).
Hay will also prepare an Executive Summary document (similar to the 2004-2005 version) which
provides overall highlights of the survey results for City distribution.
Deliverable: In-person presentation to City Manager, Commission and Mayor on 2007 results;
Executive Summary report for distribution.
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Step 8. Post-Survey Communications
Survey results should be shared with the public and City employees. We will work again 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.
Deliverable: Content and implementation of a communications strategy.
Step 9. (Optional) Follow-On Focus Groups
If the City is interested in gaining further insight into the 2007 survey findings, Hay can conduct
follow-on focus groups with Residents and Businesses to gain a better understanding of the
results, gather information on potential root causes, and generate recommendations for
improvement. Hay/the City would identify the issues that should be discussed in the focus groups,
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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Timeline
Below is an anticipated timeline based on the City's desire to deploy the survey in January 2007.
Step
1) Survey Planning
2) Pre-Survey Communications
3) Sampling Plan Design and Development of Lists
4) Survey Revisions
5) Final Approval of English Versions
6) Translation Edits and Approval from City
7) Programming of Surveys into CATI System
8) Printing of 500 Resident Surveys for Mailing
8) Survey Administration/Data Collection
6) Oata Processing, Analysis and Reporting
7) Presentation of Results
8) Post-Survey Communications
9) (Optional) Follow-on Focus Groups
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When
End of October 2006
Nov - Dec 2006
Nov - Dec 2006
Nov - Oec 2006
Ear/Mid Dec 2006
Mid Oec 2006
Mid/Late Dec 2006
Mid/Late Dec 2006
Begin Jan 8 for 3 weeks
Feb 2007
Late Feb 2007
Mar 2007 and on-going
Spring/Summer 2007 and on-going
III. Hay Group Insight Core Team
We are pleased to present an outstanding team of individuals to partner with the City on this
exciting initiative. Hay Group Insight's proposed project team has expertise in all the key areas
that are critical to the success of the City's Community Satisfaction Survey, as well as, direct
experience working the City on previous survey-related efforts. The team has extensive
experience in the measurement and improvement of public satisfaction, as well as experience
with state and local government clients.
Organizational Structure and Team Roles
The table below lists key project team members and their roles. A summary of the experience
and expertise of our proposed team are presented in the following pages. Both Rosario and
Michele were key project team members of the 2004-05 City of Miami Beach Community
Satisfaction Survey. Faith was recently involved in the follow-on focus group research conducted
by Hay in April 2006.
Consultant Name Role
Rosario Porpora, M.A. Project Director
. Ultimate accountability for the success of the project
. Main point of contact for the City throughout the project
. Responsible for understanding the needs of the City
. 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., defining the project
approach, sampling plan, survey redesign, analysis, reporting and
presentation of results)
Faith Paroski Project Manager
. Manage day-to-day. project activities
. Support all phases of the project (e.g., defining the project
approach, sampling plan, survey redesign, analysis, reporting and
presentation of results)
Michele Goldberg, Subject Matter Expert/Project Liaison
M.B.A. . Support and input throughout the project with respect to best
practices in survey redesign, sampling, implementation and
analysis
Project Leadership
Mr. Rosario Porpora will serve as Project Director and have ultimate accountability for the
success of the project. As Project Director, he 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. The Project Director 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. Rosario will be involved in all phases of the project (e.g., defining
the project approach, interviews, sampling plan, survey design, and presentation of results).
Rosario is a Hay Group Insight Consultant in the New York Metro office. He has ten years of
experience in conducting customer satisfaction surveys in both private and publiC sectors. He
recently managed the community satisfaction survey projects for the City of Miami Beach and
Miami-Dade County. He has also managed survey engagements for IBM, Fortis Benefits, the
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Avenue chain of stores, Usinternetworking, ACS, among others, in addition to, leading large
survey efforts for Pfizer, Bristol-Myers Squibb, Toyota, and Armstrong World Industries.
Ms. Faith Paroski is a Senior Associate Consultant in the Hay Group Insight practice. Faith will
be the day-to-day project contact with regards to managing of key logistics of the survey
(especially, survey administration). She will also oversee the team of data analysts and
programmers to ensure the integrity of the survey data, she has seven years of experience
specializing in customer and employee survey research and benchmarking studies. Her most
recent clients include the follow-on focus groups for the City of Miami Beach, and surveys for
Marriott and Bristol-Myers Squibb.
Ms. Michele Goldberg is a Senior Consultant with Hay Group Insight with 15 years of
experience leading customer and employee survey research and benchmarking studies. She will
serve as a Community Satisfaction Survey Expert and assist the Project Directors in all aspects
of the project, including defining the project approach; conducting any interviews, research best
practices studies, designing the survey instrument and sampling plan, and analysis of survey
findings. Her most recent clients include the City of Miami Beach, Tobyhanna Army Depot,
Genentech, Panasonic, and Schering-Plough.
Summary of Experience and Expertise of the Hay Group Insight Project
Team
The following matrix summarizes the relevant experience and expertise of the proposed Hay
Group Insight project team. As the table shows, all team members have years of experience
with projects of similar scope as the City's citizen survey project, and all team members have
experience conducting surveys in local government settings. Additionally, our proposed team has
a strong background in statistics and sampling design.
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IV. Pricing Proposal
FY04-05 FY06-07
Amended Proposed
Step Fees & Fees &
ExDenses Exoenses*
Planning
meetings/project $1,500 $1 ,500
management
Pre-survey No charge $0
communications
Survey development $12,000 $1,600
Total Research* $13,500 $3,100
Resident Survey $37,500 $39,550
Business Survev $22,175 $26,450
Civic Organization $9,400 $0
Survey
Total Fees & $82,575 $69,100
Expenses**
*Notes:
+ FY04-05 amendments included $4,500 to extend the residential survey to 15 minutes, $500 for
additional airfare and $3,500 to review the survey instrument with the Committee of the Whole, and
$4,500 to divide the business survey into 3 regions.
+ Excludes pre-survey focus groups given recent focus groups conducted in the City by the Hay Group.
+ Excludes normative comparisons paid directly ($7,000 }to NRC by the City of Miami Beach.
+ Travel not included in 2007 Total Fees and Expenses: Billed as incurred at cost - anticipate 3 visits:
one trip for meetings in Late Oct/Ear Nov 2006, one in either late Nov or early Dec for a Committee of
the Whole meeting and other interviews, and one trip for in-person presentation meeting (two Hay
consultants will travel to the City on each visit).
+ OPTION: Follow-on focus group (assumes similar structure and set-up as those conducted in April 2006
- 3 Resident focus groups, one each in North, Mid and South; 1 focus group with Businesses; written
report of findings): $15,000.
+
TRAVEL EXPENSES
Travel expenses will be billed as incurred at cost consistent with Florida Statutes.
Three (3) visits are anticipated each with 2 Hay consultants for a cost of $3,000:
. Late October/November 2006: Kick-off planning and in-person interviews
. November/Early December 2006: Committee of the Whole Review
. Spring 2007: Presentation of Results
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