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GIS for Public Opinion / Survey Research
Timothy MichalowskiSenior Statistical GIS AnalystAbt SRBI - New York, NY
July 17, 2014
Abt SRBI | pg 2
Agenda
Introduction
Public Opinion / Survey Research
Application of GIS for Survey Research:
– START of projects (proposals, sample plans, demographic targets)
– MAIN STUDY efforts (data collection, geocoding, reporting)
– END of projects (quality checks, analysis, visualization, deliverables)
Questions
Abt SRBI | pg 3
Introduction: Abt SRBITimothy Michalowski, Senior Statistical GIS Analyst
GIS Manager” at Abt SRBI, started GIS department
12+ years GIS experience, focus on GIS for Social Research
Previously worked at NYC DOT, Puget Sound Regional Council
Master of Urban Planning, University of Illinois at Chicago (2002)
Abt SRBINational Leading survey research firm, founded in 198117th largest Research firm in USA (Honomichl List)
Headquarters in NYC, with offices in DC, Chicago, Boston, Arizona, North Carolina, Florida, & Ohiio
Expertise in 16 practice groups, including Transportation, Social Policy, Market Research, Health, Energy, Elections, GIS, etc.
Abt SRBI | pg 4
Introduction: Abt SRBI GISGeographic Information Systems (GIS) Dept. - Formed in 2010
Provides GIS support to all Abt SRBI practice groups:– Social Policy, Health, Housing, Transportation, Environmental, etc.
Clients utilizing Abt SRBI GIS in studies have included: – HUD, NOAA, EPA, NYC Economic Development Corporation (NYCEDC),
Port Authority of NY & NJ, Southern California Association of Governments (SCAG), Delaware Valley Regional Planning Commission (DVRPC), American National Election Studies (ANES), USAID.
Projects / Capacities include:– Spatial analysis, Interactive map design, Geographic based statistics, Data
visualization, GPS / mobile data collection, and GIS programming / models.
We do GIS and everything GIS every day:Demonstrating the value of GIS for survey research industry
Abt SRBI | pg 5
GIS for Survey Research Projects
Proposals
Sample Plans
Demographics
Survey Targets
Data Collection
Geocoding
Field Surveys
Reporting
Quality Checks
Analysis
Visualization
Deliverables
Start Main Study End
Simple uses of GIS
Complex usesof GIS
Abt SRBI | pg 6
GIS for Survey Research Projects
Proposals
Sample Plans
Demographics
Survey Targets
Start NEW RFP!
Abt SRBI | pg 7
Study Area BoundariesNeighborhoodAlbany ParkAndersonvilleArcher HeightsArmour SquareAshburnAshburn EstatesAuburn GreshamAvalon ParkAvondaleBelmont CentralBelmont GardensBelmont HeightsBelmont TerraceBeverlyBeverly ViewBeverly Woods
NeighborhoodAlbany ParkAndersonvilleArcher HeightsArmour SquareAshburnAshburn EstatesAuburn GreshamAvalon ParkAvondaleBelmont CentralBelmont GardensBelmont HeightsBelmont TerraceBeverlyBeverly ViewBeverly Woods
Study Area Boundaries?
Abt SRBI | pg 8
Study Area Boundaries
Zip CodeMarket Areas?
Study Area Boundaries?
Abt SRBI | pg 9
Target Areas
Study Areaby Zip Codes
Abt SRBI | pg 10
Target Areas
Oversampling of
TransitPropensity
Areas
Census Tracts
Abt SRBI | pg 11
Target Areas
CustomizedTarget Areas
Abt SRBI | pg 12
Demographics of Study Areas
Abt SRBI | pg 13
Demographics of Study Areas
Abt SRBI | pg 14
Maps in Proposals!
Sample plan maps in a proposal helps convey
an understanding of study complexities
Abt SRBI | pg 15
Maps in Proposals!
Abt SRBI | pg 16
Maps in Proposals!
Abt SRBI | pg 17
GIS for Survey Research Projects
Data Collection
Geocoding
Field Surveys
Reporting
Main Study
Abt SRBI | pg 18
GIS for Survey Research Projects
Survey Research always contain a “where”.
Data does not exist in a vacuum.– Respondent Home Location (Street, Zip Code, City, State,
County)
– Respondent Locations (Work, School, Shopping, Recreation)
– Location of a Study Entity: (Powerplant, Coastline, Bank, Commercial Location, etc)
– Perceived Locations: (Where is _____?)
There exists a geographic element to every study available for potential analysis.
Abt SRBI | pg 19
Geocoding Survey Data
Abt SRBI | pg 20
Geocoding Survey Data
Respondent locations within 20 miles of X
Abt SRBI | pg 21
Geocoding Survey Data
Abt SRBI | pg 22
Geographic Based Screening
“Geoscreening”Application of GIS tools for surveys
Screening for participation based on geography
Used by in real-time by phone interviewers or self-administered web surveys
Instantaneous designation as inside or outside study areas from address input
Customizable for individual project needs
Abt SRBI | pg 23
Geoscreening Overview
Any customized geography / study area
Screen in/out participants in real time based on location
Abt SRBI | pg 24
Geoscreening Overview
Life does not follow Census Tracts / Zip Codes!
Proximity to Public Transit Tornado Paths
Distance from wildfire Market research areas
Abt SRBI | pg 25
GeoScreening: NYC Youth Survey
37 NYC target neighborhoods
Males 18 to 26 years old, hard to reach population in ~8% of NYC households.
Almost entirely a cell phone based population
How to quickly screen participants at the start of interview for eligibility in / out of the 37 NYC study areas?
Results achieved = 96% provided address within ¼ mile from a study area neighborhood.
Abt SRBI | pg 26
Case Study: NYC Youth Survey
Abt SRBI | pg 27
Geoscreening Overview
Screened IN!
Screened OUT!
ESRI ArcGIS Server
Instant real-timeresults
1 second
Abt SRBI | pg 28
GPS Travel Surveys
Lightweight: 2.5 oz
Records every 1 second of travel activity
Passive device – Powers on automatically with movement
Carried everywhere Power Button
Abt SRBI | pg 29
GPS Travel Surveys 150,000,000+ GPS Points 70,000+ Trips
Abt SRBI | pg 30
GPS Travel Surveys
Iteration through raw GPS files
Import to geodatabase used
for processing
Add fields to a processing table
Python scripts finding trip starts
and ends Output: cleaned featur
class of GPS trips per participant
Abt SRBI | pg 31
GPS Travel Surveys
3 days of GPS data collection
~500 Households
~2 million GPS data points collected
~10,000 Trips
Abt SRBI | pg 32
GPS Travel Surveys
Abt SRBI | pg 33
Field SurveysReal-time live web based
GIS services used by survey interviewers
in the field
Abt SRBI | pg 34
Field Surveys
Abt SRBI | pg 35
GIS for Survey Research Projects
Quality Checks
Analysis
Visualization
Deliverables
End
Abt SRBI | pg 36
Quality Checks: Address Based Sample
Increase in cell phone only households
requires Address Based Sample
(ABS) vs. traditional landline
approach
GIS allows for customized survey target plans w/ABS
Addresses directly in Tornado Paths
Abt SRBI | pg 37
Spatial Statistical Analysis
Survey of households with fishing licenses in Southern California
% response rate for completed surveys
Q: Is there a geographic pattern to response rate?
Q: Does the response rate vary by distance from coastline?
Abt SRBI | pg 38
Spatial Statistical Analysis
“Directional Distribution”
Mapping “distributional trend”
Elliptical polygons centered on the mean centers:Households with completed surveys vs. non-response
Abt SRBI | pg 39
Spatial Statistical AnalysisA survey for homeowners in neighborhoods with highest foreclosure rates. National dataset of foreclosures - Where to conduct interviews?
Q: Where are significant neighborhoods (“clusters”) of foreclosures?
Anselin Local Moran’s I for all foreclosure locations to find points with P<.05 and highest Z scores selected as central points for sampling neighborhood interviews.
Z
Abt SRBI | pg 40
Spatial Statistical AnalysisAnselin Global Moran’s I used for all foreclosure locations to verify that the entire dataset has a Z score of clustering and P value of significance.
Getis Ord to examine concentrations of hot spots and cold spots.
Abt SRBI | pg 41
Spatial Statistical AnalysisData points (foreclosure locations) with P<.05 and highest Z scores selected as central points for sampling neighborhood interviews.
Abt SRBI | pg 42
GIS Visualization
Abt SRBI | pg 43
Web Mapping API & ArcGIS Server
Abt SRBI | pg 44
Questions?
Thank you!
Timothy Michalowski
Abt SRBI275 Seventh Ave, Suite 2700
New York, NY 10001
