Stony Plain Road & Area Business Association 2010 Member Survey – Summary Report
Presented to: Diane Kereluk, Executive Director March 29, 2010 By Marcomm Works
Suite 1010, 10109 106th Street, Edmonton, AB T5J 3L7 Phone (780) 414-0525 Fax (780) 426-0787 e-mail: info@marcommworks.ca
Stony Plain Road & Area Business Association 2010 Member Survey – Summary Report
Table of Contents EXECUTIVE SUMMARY .......................................................................................... i 1. INTRODUCTION..................................................................................................... 1 2. METHODOLOGY.................................................................................................... 1 3. SUMMARY OF RESULTS ................................................................................... 2 3.1 Awareness of the Association................................................................................... 2 3.2 Communications ....................................................................................................... 4 3.3 Issues......................................................................................................................... 6 3.4 Proposed LRT routing............................................................................................. 10 3.5 Priorities for programs and initiatives..................................................................... 11
Appendix A - Questionnaire ..................................................................................... 14
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EXECUTIVE SUMMARY The research consisted of a telephone survey of 205 members of the Stony Plain Road & Area Business Association. Summary of key findings 9 About 80% of the respondents were aware of the Stony Plain Road & Area Business Association prior to the survey 9 Of those aware of the association, just over half (55%) said they were also aware of its role and mandate on behalf of businesses in the area, while 37% were not aware and 8% were unsure 9 About seven in 10 (71%) recalled the receiving the SPURR newsletter, while 23% did not and 6% weren’t sure 9 Of those recalling SPURR, almost 80% say they always (17%) or sometimes (61%) read the association’s column in the newsletter, with just 22% claiming they never read it 9 Almost 70% of those recalling SPURR rate it as either very (18%) or somewhat valuable (51%) as a source of information about the association, while around 19% said SPURR is not too valuable, and just 9% said not valuable at all 9 Most respondents had no suggestions (59%) for any other preferred method of communications with them, but about a quarter (26%) suggested e-mail, and 6% suggested regular mail 9 Presented with a list of issues facing the area, respondents rated the safety and security of residents and visitors as the most important issue (4.6 on a scale of 5 in importance), followed by the proposed LRT alignment through the area (4.21), negative perceptions of the area in general (4.01), lack of awareness of what the area offers (3.69) and finally, the quality of adult video stores and shops (at just 3.15 in importance) 9 Two-thirds (66%) of respondents said they are aware of the proposed LRT route through the area, while about 34% were not or were not sure. Only about 42% of those who are aware of the route proposal said they support it, with about half (51%) saying they do not, and about 7% being unsure 9 Members surveyed attach the highest importance to efforts to market the area to new businesses (4.17), followed by lobbying on members’ behalf (4.15), doing more advertising and promoting of the area to draw visitors (4.07) and finally, developing more events on the street to draw visitors (3.73).
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1. INTRODUCTION The Stony Plain Road & Area Business Association commissioned Marcomm Works to conduct a survey of its members to examine preferred means of communication as well as perceptions of issues facing the area. This report provides a summary of main findings from the survey, including graphs or tables as appropriate. Detailed tables of complete results have been delivered under separate cover. Please note that this report has been written from the independent and objective point of view of Marcomm Works. Any interpretations, conclusions or opinions contained within it may or may not coincide with those of the Stony Plain Road & Area Business Association.
2. METHODOLOGY The Association provided Marcomm with a list of members and contact information in late February 2010. There were 436 entries in the listings provided, however 27 of these proved to be out-of-service, incorrect or otherwise unusable, leaving a total valid sample of 409 contacts. The questionnaire was designed by Marcomm Works and approved in advance by the Association. A copy is included in Appendix A, for reference. All interviewing was conducted from March 1 through 21, 2010, inclusive, and was conducted by Marcomm’s partner firm, Trend Research Inc. from its Central Location Telephone Facility in Edmonton. All valid telephone numbers in the listings were called a minimum of five times until an interview was completed, the contact declined to participate, or the contact could not be reached at all. The following is a call summary, which shows that the participation rate (completed interviews) was about 50%. A typical participation rate for member surveys of this type is 20 to 30%, so that the rate in this case was very good.
Valid listings Completed interviews Refusals and terminates No response
409 205 95 109
100% 50% 23% 27%
All interviewing was conducted using “DASH” software, which allows questionnaires to be programmed for Computer Assisted Telephone Interviewing. With the CATI system, data collection and data entry are simultaneous, given that data is entered into a computer file while the interview is in progress. DASH also allows interviewers to directly enter verbatim responses to open-ended questions.
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3. SUMMARY OF RESULTS The followings sections provide a summary of results from the survey, including graphs and tables as appropriate. Please note that throughout this report, percentages shown may not add to 100 for a variety of reasons, including: rounding; omission of “don’t know” or “no response” categories; and/or multiple responses to certain questions.
3.1 Awareness of the Association The survey began by asking whether respondents were aware of the Stony Plain Road & Area Business Association prior to the survey. About 80% of the respondents said yes.
Awareness of association prior to survey
No 20%
Yes 80%
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The 164 respondents aware of the association were then asked whether they are aware of the association’s mandate and role on behalf of businesses in the area. Just over half (55%) said yes, while 37% were not aware and 8% were unsure.
Aware of association's mandate and role? (Base = 164 aware of association)
Not sure 8%
No 37%
Yes 55%
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3.2 Communications The Association contributes to a newsletter called SPURR, which is distributed monthly to members of the Association and residents of surrounding communities. Respondents were asked “Do you recall receiving a copy of that newsletter in the past?” About seven in 10 (71%) recalled the newsletter, while 23% did not and 6% weren’t sure.
Recall receiving SPURR?
Not sure 6% No 23%
Yes 71%
Those recalling it (144 respondents) were asked how often they usually read the association column that is included. Almost 80% say they always (17%) or sometimes (61%) read it, with just 22% claiming they never read it.
Usual readership of association column in SPURR Base = 144 recalling newsletter
Always read 17%
Sometimes read 61%
Never read 22%
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Those aware of SPURR also were asked to rate its value as a source of information about the association and its activities. The next graph shows that a majority of almost 70% rates it as either very (18%) or somewhat valuable (51%). Around 19% said SPURR is not too valuable, and just 9% said not valuable at all.
Value of SPURR 100% 80% 51%
60% 40% 20%
19%
18%
9%
3%
0% Very valuable
Somewhat valuable
Not too valuable
Not valuable Don't know at all
Base = 144 recalling newsletter
All respondents were asked if there is “any other method of communications the association should use to provide information to members like you.” Most had no suggestions (59%), but about a quarter (26%) suggested e-mail, and 6% suggested regular mail. No other suggestions were advanced by more than small percentages.
Other methods of communication to use 100% 80% 59% 60% 40% 26% 20%
10%
6%
2%
1%
Telephone
Fax
0% Don't know
Other (various)
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3.3 Issues All respondents were next read a list of issues that are often raised with the Stony Plain Road & Area Business Association. They were asked to rate how important each of the issues is to them, using a scale of 1 to 5 in which 1 means it is not important at all, and 5 means it is very important. The graph below shows the mean, or average, rating of importance for each of the issues tested. Results are shown in descending order, from that rated most important to the least. It shows that the safety and security of residents and visitors is clearly considered the most important issue in the area (4.6), followed by the proposed LRT alignment through the area (4.21), negative perceptions of the area in general (4.01), lack of awareness of what the area offers (3.69) and finally, the quality of adult video stores and shops (at just 3.15).
Importance of issues Safety and security
4.6
LRT alignment through the area
4.21
Negative perceptions of the area
4.01
Lack of awareness
3.69 3.15
Adult video shops and stores 1
2
3
4
5
Mean (average) rating
Safety and security of residents and visitors The proposed LRT alignment through the area Negative perceptions of the area in general Lack of awareness of the area’s shops, services and other businesses The quality of adult video stores and shops in the area
For reference, the series of graphs beginning on page 7 show the percentages of respondents picking each number in the 1 to 5 scale, for each issue.
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Safety and security of residents and visitors 100% 80%
78%
60% 40% 20%
12% 4%
1%
4%
1%
0% Very Somewhat important important
Neutral
Not too Not at all important important
Don't know
Proposed LRT alignment through the area 100% 80% 60%
59%
40% 20%
18% 10% 3%
7%
3%
0% Very Somewhat important important
Neutral
Not too important
Not at all Don't know important
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Negative perceptions of the area 100% 80% 60%
50%
40% 19%
20%
18% 4%
7%
2%
0% Very Somewhat important important
Neutral
Not too Not at all important important
Don't know
Lack of awareness of the area 100% 80% 60% 40%
34% 22%
27%
20% 7%
7%
3%
0% Very Somewhat important important
Neutral
Not too Not at all important important
Don't know
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Quality of adult video stores, shops 100% 80% 60% 40% 20%
31%
27% 18% 10% 4%
9%
0% Very Somewhat important important
Neutral
Not too Not at all important important
Don't know
Respondents were also asked if there are “any other� issues that they believe are important to businesses in the area. There were 86 respondents (42%) who offered comments, usually reinforcing the rating of importance already offered to the issues presented to them. The table below shows the other issues that were mentioned by more than one or two respondents. Other issues Safety/security/vandalism/prostitution/need more policing Quality and appearance of area businesses Panhandling/transients/homeless people in area Build awareness, more community events, attract visitors
100% 17% 11% 10% 4%
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3.4 Proposed LRT routing The City of Edmonton has recently adopted a preferred route for the planned LRT extension to west Edmonton that would take it through the Stony Plain Road business zone. Participants were asked: “Are you aware of the proposed route and where it would be in the area?” As shown, twothirds (66%) said they area aware of the route, while about 34% were not or were not sure.
Aware of proposed LRT routing through area?
Not sure 4% No 30%
Yes 66%
Those aware (135 respondents) were next asked if they supported the route. Only about 42% said yes, with about half 51% saying no, and about 7% being unsure.
Support for proposed LRT route Base = 135 aware of route
Not sure 7% Yes 42% No 51%
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3.5 Priorities for programs and initiatives Finally, respondents were presented with a list of some current or possible initiatives that the Stony Plain Road & Area Business Association could mount. For each one, they were asked to rate how important they think it is for the association to pursue, if at all. They were asked to use the scale of 1 to 5, where 1 means it is not at all important and 5 means it is very important. The next graph shows that members surveyed attach the highest importance to efforts to market the area to new businesses (4.17), followed by lobbying on members’ behalf (4.15), doing more advertising and promoting of the area to draw visitors (4.07) and finally, developing more events on the street to draw visitors (3.73).
Importance of programs or initiatives Marketing the area to new businesses
4.17
Lobby on behalf of members
4.15
More advertising and promotion of the area
4.07
Develop more events on the street to promote the area and draw visitors
3.73 1
2
3
4
5
Mean (average) rating
Marketing the area to new businesses as a good location Lobby on behalf of members to The City of Edmonton and other levels of government, to ensure members’ views are heard More advertising and promotion of the area to attract shoppers and visitors Develop more events on the street to promote the area and draw visitors
For reference, the series of graphs beginning on the next page show the percentages of respondents picking each number in the 1 to 5 scale, for each program or initiative.
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Marketing the area to new businesses 100% 80% 60%
52%
40% 24% 16%
20%
3%
4%
2%
0% Very Somewhat important important
Neutral
Not too Not at all important important
Don't know
Lobby on behalf of members 100% 80% 60%
51%
40% 22% 20%
19% 3%
3%
2%
0% Very Somewhat important important
Neutral
Not too Not at all important important
Don't know
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More advertising of the area 100% 80% 60%
49%
40% 21%
21%
20% 3%
5%
2%
0% Very Somewhat important important
Neutral
Not too Not at all important important
Don't know
Develop more events on the street 100% 80% 60% 40%
38% 22%
22%
20%
8%
9% 1%
0% Very Somewhat important important
Neutral
Not too Not at all important important
Don't know
Members also were asked if there were any other type of program or initiative that they think is important for the association to pursue. Just two topics were mentioned by a substantial percentage of members – initiatives to clean up, beautify or revitalize the area (7%) and more programs to promote safety, prevent crime or provide more policing (6%).
Stony Plain Road & Area Business Association 2010 Member Survey – Summary Report
Appendix A Questionnaire
14
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Stony Plain Road and Area Business Association 2010 Member Survey FINAL ASK TO SPEAK TO RESPONDENT BY NAME, FROM LISTINGS. IF PERSON IN LISTINGS IS NO LONGER WITH THE COMPANY, ASK WHO HAS REPLACED HIM OR HER AND RECORD, THEN ASK TO SPEAK TO THAT PERSON. Good morning / afternoon / evening. My name is ____________________. I’m calling on behalf of the Stony Plain Road and Area Business Association. I’m with Trend Research, an Edmonton public opinion research company, and we’ve been hired by the Association to conduct a member survey. There are no sales or promotions of any kind associated with our survey, and your responses will be kept strictly confidential. Do you 4 or 5 minutes to answer a few questions for me? IF RESPONDENT WISHS TO VERIFY LEGITIMACY OF SURVEY, REFER THEM TO: DIANE KERELUK, EXECUTIVE DIRECTOR OF THE ASSOCIATION, AT (780) 477-5169. IF NECESSARY, ARRANGE CALL-BACK: DAY _______________________ TIME ________________________
Communications 1. Prior to this survey, were you aware of the Stony Plain Road and Area Business Association? Yes No – GO TO Q. 3 DO NOT READ Don’t know / not sure - GO TO Q. 3 2. Are you aware of the association’s mandate and its role on behalf of businesses in the area? Yes No DO NOT READ Don’t know / not sure 3. The Stony Plain Road and Area Business Association contributes to a newsletter called “SPURR”, which is distributed monthly to members of the association and residents of surrounding communities. Do you recall receiving a copy of that newsletter in the past? Yes No – GO TO Q. 6 DO NOT READ Don’t know / not sure - GO TO Q. 6
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4. SPURR includes a regular column provided by the Stony Plain Road and Area Business Association with association news and information. How often do you usually read that column? Would you say you … Never read it Sometimes read it, or Always read it DO NOT READ Don’t know / not sure 5. How valuable is SPURR to you, as a source of information about the Stony Plain Road and Area Business Association and its activities? Would you say it is… Very valuable Somewhat valuable Not too valuable Not valuable at all DO NOT READ Don’t know / not sure 6. Is there any other method of communication that the association should use to provide information to members like you? DO NOT READ. RECORD ALL SUGGESTIONS Other (Specify) ____________________ Mail-outs Fax-outs E-mail Telephone calls Don’t know / not sure Issues 7. There are a number of issues that are often raised with the Stony Plain Road and Area Business Association. I’ll read a list of some of those issues, and for each one, please tell me how important you think it is, if at all. Please use a scale of 1 to 5, in which 1 means it is not at all important and 5 means it is very important. READ LIST. ROTATE ORDER. Not at all important Not too important Average Somewhat important Very important DO NOT READ Don’t know / not sure
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The proposed LRT alignment through the area Safety and security of residents and visitors Negative perceptions of the area in general Lack of awareness of the area’s shops, services and other businesses The quality of adult video stores and shops in the area 8. Are there any other issues that you believe are important to businesses in the area? DO NOT READ. RECORD ALL RESPONSES. Other (specify) _________________________ None Don’t know / not sure 9. The City of Edmonton has recently adopted a preferred route for the planned LRT extension to west Edmonton that would take the LRT through the Stony Plain Road business zone. Are you aware of the proposed route and where it would be in the area? Yes No – GO TO Q. 9 Don’t know / not sure – GO TO Q. 9 10. Do you favour that proposed route? Yes No Don’t know / not sure Association Priorities 11. Finally, the Stony Plain Road and Area Business Association would like to give priority to programs or initiatives that its members view as important. I’ll read a list of some current or possible initiatives. For each one, please tell me how important you think it is for the association to pursue, if at all. Please use a scale of 1 to 5, where 1 means it is not at all important and 5 means it is very important. READ LIST. ROTATE ORDER. Not at all important Not too important Average Somewhat important Very important DO NOT READ Don’t know / not sure a. Lobby on behalf of members to The City of Edmonton and other levels of government, to ensure members’ views are heard b. Develop more events on the street to promote the area and draw visitors c. More advertising and promotion of the area to attract shoppers and visitors d. Marketing the area to new businesses as a good location
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12. Is there any other type of program or initiative that you think is important for the association to pursue? Other (Specify) ____________________ None, no others Don’t know / not sure
That’s all I have to ask you! Thank you for your time and cooperation. Just before we hang up, the association has asked us to confirm (or get) your e-mail address: INTERVIEWER: CONFIRM E-MAIL ADDRESS FROM LISTINGS, OR ENTER NEW ADDRESS IF PARTICIPANT IS WILLING TO PROVIDE IT: ___________________________(Thank and close).