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Tapping into the ‘silent Tapping into the ‘silent majority’s’ voice: The use of majority’s’ voice: The use of
sample surveys in community sample surveys in community engagement programsengagement programs
Presented by: Libby Paholski
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Overview Overview
For Community Engagement ProgramsWhy use quantitative research?What are the benefits? Types of research Case Study - Maroochy 2025 (M2025)MethodologyOther tools – Resident Feedback
Registers & Community Juries
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Why use Why use quantitative research?quantitative research?
Community engagement programs focused on qualitative research methods to obtain information:– Workshops– Meetings/forums/focus groups– Public displays– Submissions– Interviews– Self complete surveys
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Limitations – Community Limitations – Community engagementengagement
Programs/outcomes often criticised as not being representative enough
Representing the views of the vocal minority
Question - Have you ever attended a community meeting, workshop or forum about an issue in your region?
17% of respondents had attended a community meeting/forum about a community issue in their local region.
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Why use Why use quantitative research?quantitative research? Validate key aspects of qualitative
research/community consultation (and be statistically reliable)
Hearing the views of the silent majority
Quantify community opinions – how important are social issues compared to economic and environment?
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Types of ResearchTypes of Research
Community Awareness
Community Attitudes
Community Satisfaction
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MethodologyMethodology
Random Telephone Surveys NOT mailout out /self complete surveys
10-15 questions (mainly closed ended questions)
10 minutes Sample size dependent on population
– usually with Probable Error ± 4.5% (95% Confidence Level)
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Example QuestionsExample Questions
Project Awareness Have you heard of the XYZ Strategy/Plan? Can you tell me where or how you first heard
about the XYZ Strategy/Plan?Project Understanding Thinking about the differences between ‘grey
water’ and ‘recycled water’. Just so we can gauge the community’s understanding of the topic…..– How would you describe grey water? – How would you describe recycled water?
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Example QuestionsExample Questions
Priority Setting What do you think should be key priorities
for improving transport in your region? How important are the following issues to
you as they relate to transport planning in your region (5 Point Scale: Crucial – Not Important At All)
Framing Communication Strategies How do you generally learn about local
community issues?
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What are the benefits? What are the benefits?
Cost effective
Time efficient
Proactive in communicating issues - not reactive!
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Types of Projects Types of Projects
Road construction (Tracking & Communication Awareness/Education)
Road/transport option studies (Environment Impact Studies etc.)
Strategic Land Use Planning (Local Government Plans/Strategies)
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Maroochy 2025 Community Maroochy 2025 Community Vision Vision
A process in which the community of Maroochy developed its own vision and action plans for the future of Maroochy Shire
Each part of the community visioning process was conducted by and through the community
www.maroochy2025.net or www.maroochy.qld.gov.au
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Maroochy 2025 Community Maroochy 2025 Community Vision Vision
3 Key Stages:1 - Current Scenario - Where are we
now and where are we heading?
2 - Community’s Vision – Where do we prefer to be in 2025?
3 - Community’s Plan of Action – How will we get there?
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MethodologyMethodology
Market Facts developed survey instruments to validate each phase
Random Telephone surveys of Maroochy residents
Sample size n=484 (44 respondents from each of Council’s eleven divisions)
95% Confidence Level - Probable Error ± 4.45%
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1 - Current Scenario - Where are we now 1 - Current Scenario - Where are we now and where are we heading?and where are we heading?
Community Survey 1 (November 2003) Community Awareness of M2025
Reasons for living in Maroochy Shire
M2025 Core Value Statements
Strength & Weaknesses of Living in Shire
Key Community Issues Facing Shire
Community Expectation for the Future
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Figure 2: Reasons for choosing to live in Maroochy Shire
17%
17%
16%15%
12%
11%
12%
job(s)
relaxed healthy lifestyle
just liked it
scenicbeauty/environmentfamily/friends
climate
others
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Figure 4: Maroochy's greatest strength as a place to live
47%
25%
25%3%
nice place to live/qualityof coastal Life
climate/weather
diverse scenicbeauty/environment
other
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Figure 5: Maroochy's greatest weakness as a place to live
22%
19%
16%15%
11%
6%5% 6%
traffic congestion
growth rate
don't know / none
poor governance(decision making)town planning
inadequate publictransportlow paying jobs/theeconomyothers
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Figure 7: Present Rating - Maroochy Shire as a Place to Live
37%
33%
24%
4% 2%better
worse
stayed the same
other
don't know
Respondents were first asked to rate whether Maroochy Shire had become a better place to live, worse place or stayed the same.
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2 - Community’s Vision – Where do we 2 - Community’s Vision – Where do we prefer to be in 2025?prefer to be in 2025?
Community Survey 2 (May 2004) Core Values – extent of agreement with key
statements about environment, leadership and the economy
Goals (6 Key Focus Areas e.g our natural environment)
Key initiatives – 24 key ideas were provided and the survey measured community perception about how important these were
Ongoing tracking of project awareness
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Key FindingsKey Findings
Most Key Vision ideas were well supported by the community.
A large increase in community awareness about the project had occurred between November 2003 and May 2004 (20% awareness to 69% awareness)
The community is not confident (cynical) about the vision becoming a reality or way of life in community governance.
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3 - Community’s Plan of Action – 3 - Community’s Plan of Action – How will we get there?How will we get there?
Community Survey 3 (November 2004)
Measured level of support for the 30 strategies developed by the M2025 Community Action Planning teams
Ongoing tracking of project awareness
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Key FindingsKey Findings
Generally very high % of support for the strategies. The highest recorded support was 94% for:
“Provide innovative solutions for our communities to reduce water and energy consumption levels”
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Confident Strategies can be achieved
34%
33%
23%
7% 3%Don't know
Confident
Not confident
Not confident at all
Very confident
Respondents were asked to provide the Maroochy 2025 Team with some feedback about how confident they were that the community vision would be achieved. They were asked how confident they were that the strategies they just rated could be achieved.
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Future Involvement in Implementing Strategies
41%
24%
17%
12% 4% 2% Important
Undecided
Crucial
Not very important
Quite unimportant
Don't know
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ConclusionsConclusions
For M2025: Provided information about how:
– the community deal with the future– to engage with communities about the
futureValidated all stages of the project ‘Defensible’ Community Engagement
program
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LearningsLearnings
Misunderstood science
Community/client education required about reliability issues.
Need to simplify the presentation of results to gain community confidence
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The Future – New ToolsThe Future – New Tools
Citzen/Community Juries
Resident Feedback Registers
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THANK YOU
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