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Improving Survey Design Through Community Group Input. 11 th TRB National Transportation Planning Applications Conference May 7, 2007. Overview of Presentation. HH Travel Inventory Regional Demographics Survey Participation Issues Methods to Increase Participation Public Outreach - PowerPoint PPT Presentation
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Conducted on behalf of:
Conducted by:
In Association With:PTV DataSource
GeoStatsPB
Chandra BhatMark Bradley
Mary Kay ChristopherKeith Lawton
Improving Survey Design Through
Community Group Input
11th TRB National Transportation Planning Applications Conference
May 7, 2007
Conducted on behalf of:
Conducted by:
In Association With:PTV DataSource
GeoStatsPB
Chandra BhatMark Bradley
Mary Kay ChristopherKeith Lawton
Overview of Presentation
HH Travel Inventory
Regional Demographics
Survey Participation Issues Methods to Increase Participation
Public Outreach
Pilot Survey
Implementation for Full Study
Conducted on behalf of:
Conducted by:
In Association With:PTV DataSource
GeoStatsPB
Chandra BhatMark Bradley
Mary Kay ChristopherKeith Lawton
HH Travel Inventory
HH Travel Survey 11,000 HH Eight county Chicago region 24 and 48 hour assignments Travel logs Sponsored by Chicago Metropolitan Agency for
Planning (CMAP)• Union of Northeastern Illinois Planning
Commission (NIPC) and Chicago Area Transportation Study (CATS)
Pilot Survey – September 2006 to October 2006 Full Study – January 2007 to January 2008
Conducted on behalf of:
Conducted by:
In Association With:PTV DataSource
GeoStatsPB
Chandra BhatMark Bradley
Mary Kay ChristopherKeith Lawton
Demographics of Survey Region
Race 8,184,000 residents
• 66% Caucasian
• 19% African American
• 15% Other
17% self identify as Hispanic
Conducted on behalf of:
Conducted by:
In Association With:PTV DataSource
GeoStatsPB
Chandra BhatMark Bradley
Mary Kay ChristopherKeith Lawton
Demographics of Survey Region
McHenry Lake
Kane
Cook
DuPage
Will
Kendall
Grundy
Conducted on behalf of:
Conducted by:
In Association With:PTV DataSource
GeoStatsPB
Chandra BhatMark Bradley
Mary Kay ChristopherKeith Lawton
Demographics of Survey Region
African
American
Density
Conducted on behalf of:
Conducted by:
In Association With:PTV DataSource
GeoStatsPB
Chandra BhatMark Bradley
Mary Kay ChristopherKeith Lawton
Demographics of Survey Region
Latino
Density
Conducted on behalf of:
Conducted by:
In Association With:PTV DataSource
GeoStatsPB
Chandra BhatMark Bradley
Mary Kay ChristopherKeith Lawton
Demographics of Survey Region
Immigration Immigration gateway for 150 years For first time, suburbs now have more
immigrants than the City of Chicago
• 92% increase in immigrant population from 1990 to 2000
Immigrant acculturation
• 75% of all immigrants speak English well or very well
• 69% of Spanish speaking persons speak English well or very well
Conducted on behalf of:
Conducted by:
In Association With:PTV DataSource
GeoStatsPB
Chandra BhatMark Bradley
Mary Kay ChristopherKeith Lawton
Demographics of the Survey Region
Mode to Work 81% of workers drive alone or carpool to work 16% of workers use alternative modes: public
transit, bicycle, or walk
Chicago ranks second to New York in use of alternative modes
Conducted on behalf of:
Conducted by:
In Association With:PTV DataSource
GeoStatsPB
Chandra BhatMark Bradley
Mary Kay ChristopherKeith Lawton
Survey Participation
Why doesn’t everyone participate? Apathy Language barrier
• Foreign language and illiterate Fear
• Apprehension about giving out personal information
• Fear of government (immigrants) Populations that are traditionally difficult to
recruit • Transit users
Conducted on behalf of:
Conducted by:
In Association With:PTV DataSource
GeoStatsPB
Chandra BhatMark Bradley
Mary Kay ChristopherKeith Lawton
Outreach
Meetings Four community meetings held in August
of 2006 in Chicago region Goals of the effort were to . . .
• Educate the public about survey effort,
• Garner public support, and
• Identify improvements to minimize non-response among special population groups
Conducted on behalf of:
Conducted by:
In Association With:PTV DataSource
GeoStatsPB
Chandra BhatMark Bradley
Mary Kay ChristopherKeith Lawton
Outreach
Meeting
Date
Meeting
Venue
Meeting
Time
Audience Attendees
23-Aug-06 Bickerdike Redevelopment
Corp.
8-10AM Spanish Speaking Latinos
11
23-Aug-06 Southwest Youth
Collaborative
6-8PM Youth 31
24-Aug-06 Trinity United Church
8-10AM African Americans 13
24-Aug-06 Family Focus 6-8PM English Speaking Latinos
15
Conducted on behalf of:
Conducted by:
In Association With:PTV DataSource
GeoStatsPB
Chandra BhatMark Bradley
Mary Kay ChristopherKeith Lawton
Outreach
Meeting format and content Introduction of facilitators Brief introduction Presentation summarizing survey effort Round table discussion regarding group
specific reaction to a number of survey related topics
• Including a review of materials
Thanks and provide incentive
Food provided
Conducted on behalf of:
Conducted by:
In Association With:PTV DataSource
GeoStatsPB
Chandra BhatMark Bradley
Mary Kay ChristopherKeith Lawton
Outreach
What were the outcomes? While there were a few “core issues” voiced
by all groups, each meeting revealed group-specific issues that need be considered to maximize participation among all demographic sectors
Conducted on behalf of:
Conducted by:
In Association With:PTV DataSource
GeoStatsPB
Chandra BhatMark Bradley
Mary Kay ChristopherKeith Lawton
Outreach
Latinos Complete confidentiality and anonymity
• Materials need to identify this quickly and clearly
Identify connection between survey participation and community well being
To combat low participation, conduct “community survey days”
Conducted on behalf of:
Conducted by:
In Association With:PTV DataSource
GeoStatsPB
Chandra BhatMark Bradley
Mary Kay ChristopherKeith Lawton
Outreach
African Americans Key to survey success is survey
endorsement by civic leaders and organizations
Survey materials need to highlight lack of AA participation in last survey effort
• “This is YOUR chance to make sure this does not happen again.”
Conducted on behalf of:
Conducted by:
In Association With:PTV DataSource
GeoStatsPB
Chandra BhatMark Bradley
Mary Kay ChristopherKeith Lawton
Outreach
Youth Lack of personal vehicle (or limited access)
exaggerates the effect of many transportation issues on youth
Key to success is to clearly explain how the planning process works and how data being collected today will result in improved transportation infrastructure in the future
Conducted on behalf of:
Conducted by:
In Association With:PTV DataSource
GeoStatsPB
Chandra BhatMark Bradley
Mary Kay ChristopherKeith Lawton
Outreach
Recommendations Community Survey Days
• Must weigh pros (more data, increased PR, etc) vs. cons (affects on “random selection”, high costs associated with conducting meetings)
Targeted mailings Use of a “hook” to grab attention
• “You have been invited to participate . . .”
• “Your community needs you to participate . . .”
• “You have been selected to represent your community . . .”
Conducted on behalf of:
Conducted by:
In Association With:PTV DataSource
GeoStatsPB
Chandra BhatMark Bradley
Mary Kay ChristopherKeith Lawton
Pilot Survey
Pilot survey conducted in September and October of 2006, prior to implementation of community meeting findings
African Americans and Hispanics under represented
Conducted on behalf of:
Conducted by:
In Association With:PTV DataSource
GeoStatsPB
Chandra BhatMark Bradley
Mary Kay ChristopherKeith Lawton
Pilot Survey
Demographic Survey Census Δ
White Only 96% 73% +23%
African American
3% 11% -8%
Hispanic 1% 17% -16%
Conducted on behalf of:
Conducted by:
In Association With:PTV DataSource
GeoStatsPB
Chandra BhatMark Bradley
Mary Kay ChristopherKeith Lawton
Full Study
Recruitment for full study began in January of 2007 and will continue throughout the entire year
Demographic Recruitment Retrieval Census
White Only 81% 86% 66%
African American 9% 6% 19%
Hispanic 5% 3% 17%
Conducted on behalf of:
Conducted by:
In Association With:PTV DataSource
GeoStatsPB
Chandra BhatMark Bradley
Mary Kay ChristopherKeith Lawton
Full Study
Phased Implementation of Community Group Meeting Findings Phase I (currently ongoing)
• Cash incentives $5 or $10 per HH member
• Quotes from prominent civic leaders supporting the survey effort Insertion into brochure
• Targeted Mailings to Census tracts with high proportions of African Americans and Hispanics
• Snowball Sampling
• Tailored Interviewing
Conducted on behalf of:
Conducted by:
In Association With:PTV DataSource
GeoStatsPB
Chandra BhatMark Bradley
Mary Kay ChristopherKeith Lawton
Full Study
Phase II (as needed) Community Meetings Advertising
• Newspaper
• Radio
• College list serves
Conducted on behalf of:
Conducted by:
In Association With:PTV DataSource
GeoStatsPB
Chandra BhatMark Bradley
Mary Kay ChristopherKeith Lawton
THANK YOU!
Questions or Comments?
Chris Simek, NuStats
Mary Kay Christopher, MKC Associates [email protected]