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Jacki Lenners, Mountain Line (AZ)
Below is an excerpt from a memo our agency gave us for the last Rider Satisfaction Survey we conducted in 2022. To put this in perspective, we previously conducted a survey in 2018 and the total cost was $15,570. One of the primary reasons for the increased cost was that in FY2018 Flagstaff had a robust temp employment agency, and they were able to provide labor for the survey collection. Fast forward to 2022 and there is a much different labor market. The temp agency was no longer able to reliably provide staffing, so our marketing agency had to fly in their own staff. Please let me know if you have any questions.
The purpose of this memo is to provide a budget and refined assumptions for the Fall 2022 onboard survey of Mountain Line riders. The prior customer survey was conducted in 2018. We recommend using a similar survey instrument to allow for trend analysis and data comparison between data collected this round and the data collected in 2018, but it may be insightful to add some new questions related to COVID to assist with post-COVID planning.
In 2018, the target sample size was 750 surveys (although we collected approximately 1,000 valid surveys). Given the approximately 47% ridership decrease from 2018 to 2022, for this survey effort we believe the target sample should be roughly 530 valid surveys. We anticipate surveying for approximately 100 hours across a four-day period; including three weekdays and one Saturday. We anticipate the fielding period to fall between October 20 – October 26, 2022.
The project budget assumes the agency would be responsible for the following:
- Survey development and translation into Spanish,
- Survey production and preparation,
- Survey promotion: social media content, website content, car cards, driver posters, etc.,
- Survey participation incentives,
- Sampling plan development and fielding schedule,
- Data collection and surveyor supervision,
- Quality control,
- Data entry and data cleaning,
- Development of SPSS and Excel databases,
- Analysis of data (simple frequencies and potential cross-tabulations), and
- Preparation of a survey summary report.
The budget to accomplish the above is $23,264.00.
| Sampling plan: using FY22 data | |||
| Annual ridership | % of total | Sample | |
| Route 2 | 163,723 | 12.70% | 67 |
| Route 3 | 94,323 | 7.31% | 39 |
| Route 4 | 95,713 | 7.42% | 39 |
| Route 5 | 44,436 | 3.45% | 18 |
| Route 7 | 98,396 | 7.63% | 40 |
| Route 8 | 29,034 | 2.25% | 12 |
| Route 10 | 516,579 | 40.06% | 212 |
| Route 14 | 88,849 | 6.89% | 37 |
| Route 66 | 158,479 | 12.29% | 65 |
| 1,289,532 | 530 | ||
