HomeMy WebLinkAbout2010 Survey Executive SummaryCity of Central Point
Community Survey
Executive Summary
October 19, 2010
Research Team Members
Chris Clayton, Assistant City Administrator, City of Central Point
Jim Hebert, President, Hebert Research
Bret Buttenob, Research Analyst, Hebert Research
Hebert Research
13629 NE Bel-Red Road
Bellevue, WA 98005
Phone (425) 643-1337
Fax (425) 746-8138
jhebert~hebertresearch.com
Table of Contents
Research Goal and Objectives ........................................................................................................ 3
Research Methodology ................................................................................................................. .. 5
Respondent Profile ....................................................................................................................... .. 7
Reasons for Living in Central Point ............................................................................................... .. 9
Improvements to Central Point .................................................................................................... 10
Number of Times Attended City Services and Activities .............................................................. 11
Satisfaction with City of Central Point Services ............................................................................ 12
Satisfaction with City of Central Point Offerings .......................................................................... 14
Top Spending Priorities for the City of Central Point ................................................................... 16
Satisfaction with the Direction Central Point is Heading .............................................................. 17
Linear Discriminant Analysis ......................................................................................................... 18
Quality of Life in Central Point ...................................................................................................... 19
Improvements to the Quality of Life ............................................................................................ 21
Sources of Information Utilized to Find out Information ............................................................. 22
Specific Media Used to Find Information ..................................................................................... 23
Usefulness of the City of Central Point's Website ........................................................................ 25
Information Wanted or Needed Over the Past Three Months .................................................... 26
Most Trustworthy Sources of Information ................................................................................... 27
Support for Additional Fee on Water Bill ..................................................................................... 28
Safety in the City of Central Point ................................................................................................. 29
Comparison with Previous Years .................................................................................................. 30
Conclusions ................................................................................................................................... 34
City of Central Point Community Survey Executive Summary-Prepared by Hebert Research; Page 2
Research Goal and Objectives
Research Goal
Hebert Research conducted a survey of citizens residing in the City of Central Point in order to
determine the overall satisfaction with city services and the overall quality of life residents
experience in the city.
Research Objectives
The following are the specific objectives accomplished in the research:
1. Evaluated the overall quality of life that residents of Central Point experience.
2. Evaluated residents' satisfaction with city services:
a. Parks and Recreation/Cultural Arts
b. Police/Fire Departments
c. Community Sponsored Events
d. Public Works
e. Community Development
f. Administration/Mayor's Office/City Council
g. Finance
h. Human Services
3. Identified the spending priorities (allocation of tax dollars) among residents in Central
Point:
a. Roads and Maintenance
b. Police/Fire
c. Parks Facilities and Recreational Programs/Cultural Arts
d. Economic Development
e. City Sponsored Events (Farmer's Market, Music in the Park, Central Point Days,
etc.)
4. Determined residents' preferred communication source(s) to find out what is happening
in the City of Central Point:
a. City Newsletter/City Website
b. Media (Bulletins/Newspaper, Articles, etc.)
c. Neighbors/Residents
d. Business Owners (Chamber of Commerce, Rotary, etc.)
e. City of Central Point Staff/Employees/City Council
f. Alternative website(s) (PTA, business organizations, community organizations)
g. Social Media (Facebook, Twitter, Linkedln, etc.)
h. At events (Farmer's Market, Central Point Days, etc.)
i. Banners, road signs, etc.
City of Central Point Community Survey Executive Summary-Prepared by Hebert Research; Page 3
5. Assessed what Central Point residents consider to be the greatest concerns in/for the
city:
a. Traffic congestion/quality of the roads
b. Crime and safety
c. Drug enforcement
d. City department budgets
e. Communication from the City of Central Point
f. Economic development
6. Identified the number of times residents have utilized the following city departments
and determined satisfaction ratings with their experience:
a. Parks and Recreation
b. Police/Fire
c. Planning and Community Development
d. Public Works
e. Finance
f. Mayor's Office
g. Administrative Services
7. Determined residents' level of satisfaction with the following city attributes:
a. Access to public transportation
b. Condition of streets and sidewalks
c. Street lighting
d. Parking
e. Street maintenance and flooding
f. Communication from the City
8. Measured support for charging an additional $6.00 fee on residents' water bills every
month for the construction of a community center and swimming pool in the City of
Central Point.
City of Central Point Community Survey Executive Summary-Prepared by Hebert Research; Page 4
Research Methodology
Response Rate
A total sample of over 400 respondents was included in the October, 2010 research for the City
of Central Point, of which 366 were used in the final analysis. The response rate was 90.0%
which represents the percentage of individuals who agreed to participate in the research. The
sampling took place between September 29t" and October 11tH
Sampling Frame
Hebert Research utilized a sampling list of residents within the City of Central Point. The
stratified probability sampling was applied to this research by randomly drawing a
predetermined sample size in order to specifically match the sampling frame.
Estimated Maximum Margin of Error
The estimated maximum margin of error for a sample size of 400 is +/- 4.9%.
Questionnaire
The questionnaire was developed in collaboration with the City of Central Point and Hebert
Research, and consisted of approximately 35 questions.
Survey
The research methodology used was interactive voice. There were 10 research assistants
utilized in the research.
Weighting
The data was weighted to reflect the actual distribution of residents by age and gender. The
U.S. Census Bureau's age and gender data for the City of Central Point was used as the baseline.
Monitoring and Verification
Interviews were monitored to ensure that all respondents completed the survey according to
the specific specifications of the questionnaire and the data respondents provided was
accurate.
City of Central Point Community Survey Executive Summary-Prepared by Hebert Research; Page 5
Analysis
The data was analyzed using generally accepted univariate measures of central tendency.
Multivariate analyses were also conducted to examine whether differences existed between
age, gender and other demographic variables. The multivariate analysis consisted of Analysis of
Variance (ANOVA), Linear Discriminant analysis, Correlation and Chi-Square analysis.
Interpretations and inferences set forth in the analysis are intended to provide an independent
statistical perspective. The statistical procedures utilized were applied with a 95% confidence
level for estimating values and/or providing significant inferences. A .05 significance level was
used as the criterion to test the hypotheses. Multivariate analysis findings, if statistically
significant, are reported at the end of each section. The statistical significance is measured by
the p-value (if p < .05, the statistical test is significant; if p > .05, the statistical test is not
significant).
Hebert Research has made every effort to produce the highest quality research product within
the agreed specifications, budget and schedule. The customer understands that Hebert
Research uses those statistical techniques, which, in its opinion, are the most accurate possible.
However, inherent in any statistical process is the possibility of error, which must be taken into
account in evaluating the results. Statistical research can predict consumer reaction and
market conditions only as of the time of the sampling, within the parameters of the project, and
within the margin of error inherent in the techniques used.
Evaluations and interpretations of statistical research findings and decisions based on them are
solely the responsibility of the customer and not Hebert Research. The conclusions, summaries
and interpretations provided by Hebert Research are based strictly on the analysis of the data
and are not to be construed as recommendations; therefore, Hebert Research neither warrants
their viability nor assumes responsibility for the success or failure of any customer actions
subsequently taken.
City of Central Point Community Survey Executive Summary-Prepared by Hebert Research; Page 6
Respondent Profile
The data was weighted in order to reflect the U.S. Census distribution for the City of Central
Point based on gender.
Gender Percentage
Male 47.2%
Female 52.8%
The data was also weighted in order to reflect the U.S. Census distribution for the City of
Central Point based on the following age groups.
Age Percentage
18 to 24 11.6%
25 to 34 17.2%
35 to 44 19.5%
45 to 54 18.2%
55 to 64 11.2%
65 and Older 22.3%
Mean 47.92
On average, respondents have lived in Central Point for 14.93 years. There is a fairly even
distribution in terms of the length of time lived in Central Point as can be seen by the table
below.
Years Percentage
1 to 5 26.3%
6 to 10 29.3%
11 to 20 21.1%
21 or more 23.3%
Mean 14.93
City of Central Point Community Survey Executive Summary-Prepared by Hebert Research; Page 7
The majority of respondents reported that they live in single family housing with 87.7%,
compared to multifamily housing at 12.3%.
Housing Percentage
Multifamily Housing 12.3%
Single Family 87.7%
Additionally, 81.3% of respondents reported that they own their home, as opposed to 18.7%
who rent their home.
Response Percentage
Own 81.3%
Rent 18.7%
The majority of respondents reported to be White (Caucasian) at 86.5%. Hispanic/Latino made
up 3.4% of the respondents and 7.8% reported that they don't know or refused to answer the
question.
Response Percentage
White (Caucasian) 86.5%
Black (African American) 0.2%
American Indian or Alaskan Native 1.0%
Asian 0.2%
Hispanic/Latino 3.4%
Don't Know/Refused 7.8%
Other 1.0%
City of Central Point Community Survey Executive Summary-Prepared by Hebert Research; Page 8
Reasons for Living in Central Point
The first question respondents were asked was, "If you were to name one thing you most enjoy
about living in Central Point, what would that be?" Nearly half of the respondents (44.4%)
selected small town feel as the thing they most enjoy about living in Central Point. Quiet
neighborhoods was selected by 20.1% and 16.0% of the respondents said "other." The
remaining selections received less than 7.0% of respondents' selections.
Reason Percentage
Quiet Neighborhoods 20.1%
Scenery and Environment 6.3%
Small Town Feel 44.4%
Safety 2.8%
Schools 5.2%
Parks and Recreation 4.2%
Community Events 1.0%
Other 16.0%
For those respondents who said "other," the following were the most common responses:
• Location (n=11)
• Less traffic (n=5)
• Close to work (n=4)
• Convenient (n=3)
• The people (n=3)
• Family (n=3)
City of Central Point Community Survey Executive Summary-Prepared by Hebert Research; Page 9
Improvements to Central Point
Respondents were asked on an unaided basis, "What in the City of Central Point would you
most like to see change/happen/improve upon to make the community more livable?"
"Improved roads and streets" were selected by nearly one quarter of the respondents (23.5%)
and was followed closely by "more business and economic growth" at 23.4%. "More parks,"
"increased public transit" and "increased availability of parking" received the lowest
percentages of 2.2%, 1.4% and 0.9% respectively.
Improvement Percentage
Improved Roads and Streets 23.5%
More Businesses and Economic Growth 23.4%
More Recreational and Cultural Opportunities 7.6%
Traffic Congestion 5.1%
More Sidewalks and Streetscapes 4.9%
Increase of Crime Reduction and Safety 4.8%
More Parks 2.2%
Increased Public Transit 1.4%
Increased Availability of Parking 0.9%
Other 26.2%
For those respondents who said "other," the following were the most common responses:
• Improved education (n=5)
• Lower taxes (n=10)
• Lower property taxes (n=4)
• More restaurants (n=4)
• More street lights (n=3)
• Build a Wal-Mart (n=2)
• More control of the youth (n=2)
City of Central Point Community Survey Executive Summary-Prepared by Hebert Research; Page 10
Number of Times Attended City Services and Activities
Additionally, respondents were asked how many times they have attended various City of
Central Point services or activities in the last 12 months. Parks and Recreation received the
highest level of attendance with an average 29.75 times per year and 35.1% of respondents
who have attended 11 times or more. Community events received the second highest level of
attendance with 3.18 times per year, with 52.2% of respondents having attended between one
and five times in the last year. The Finance, Human Resources and Administration Departments
received the lowest level of attendance, with 96.1%, 94.0% and 93.2% having attended 0 times
in the last 12 months, respectively.
No. Parks and
Recreation
Police Public
Works
Planning
Finance Human
Resources
Administration Community
Events City Council/Public
Hearings
0 22.2% 66.8% 82.4% 89.1% 96.1% 94.0% 93.2% 32.0% 89.3%
1 to 5 30.6% 30.9% 15.8% 8.6% 2.5% 4.8% 4.7% 52.2% 8.8%
6 to 10 12.1% 1.2% 0.6% 1.3% 0.1% 0.0% 0.7% 10.7% 0.9%
11 or More 35.1% 1.1% 1.2% 1.0% 1.2% 1.3% 2.2% 4.5% 0.9%
Mean 29.75 0.84 0.65 0.43 0.20 0.37 0.39 3.18 0.39
Multivariate Analysis
Respondents 34 years of age and younger were significantly more likely to have used Parks and
Recreation than were respondents 35 years of age and older (p = 0.003, etaZ = 0.048). This
may be due to the higher propensity of respondents 34 years and younger to engage in outdoor
activities.
Age Mean
18 to 24 41.26
25 to 34 56.31
35 to 44 18.57
45 to 54 21.50
55 to 64 17.82
65 and Older 22.17
City of Central Point Community Survey Executive Summary-Prepared by Hebert Research; Page 11
Satisfaction with City of Central Point Services
For those respondents who have utilized City of Central Point services, a follow up question was
asked in order to rate the level of satisfaction experienced with the particular service. The scale
used was a 0 to 10 scale where 0 is not at all satisfied and 10 is very satisfied. Parks and
Recreation received the highest average satisfaction rating of 8.39 which indicates very high
satisfaction. Community sponsored events also received a very high satisfaction rating of 8.13,
which was followed closely by the Police Department with an average rating of 7.63. The
Finance, Administration and Human Resources Departments received the lowest average levels
of satisfaction with ratings of 4.99, 5.12 and 5.46 respectively. Based on the results from this
question and the previous question, it appears that satisfaction is related to the number of
times a specific service has been utilized. The more a service is used, the higher the
satisfaction.
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......
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City of Central Point Community Survey Executive Summary-Prepared by Hebert Research; Page 12
The following table reports the usage of City of Central Point services by the six age groups:
Age
Parks and
Recreation
Police
Department
Public Works
Department Planning and
Community
Development
Finance
Department
Human
Resources
Administration Community
Sponsored
Events City Council
MeetingsJPublic
Hearings
18 to 24 41.26 0.08 0.27 0.00 0.09 0.21 0.12 2.91 0.33
25 to 34 56.31 1.00 0.36 0.20 0.00 0.16 0.18 3.81 0.05
35 to 44 18.57 0.72 0.18 0.66 0.19 0.28 0.22 3.13 0.40
45 to 54 21.50 1.35 0.97 0.44 0.49 0.45 0.43 2.89 0.47
55 to 64 17.82 0.67 2.35 1.12 0.31 0.08 1.03 5.87 0.65
65 and Older 22.17 0.48 0.36 0.26 0.18 0.88 0.56 1.49 0.53
Multivariate Analysis
Respondents who were younger were significantly more satisfied with the Public Works
Department. As respondents move into higher age categories, their satisfaction diminishes (p =
0.048, etaZ =0.124). This may be a result of a lower level of involvement with the Public Works
Department.
Age Mean
18 to 24 8.75
25 to 34 8.43
35 to 44 6.18
45 to 54 7.80
55 to 64 5.74
65 and Older 5.67
Respondents between the ages of 35 to 44 were significantly less satisfied with community
sponsored events (fairs, festivals, etc.) than were the other age groups (p =0.023, etaZ = 0.051).
Age Mean
18 to 24 8.46
25 to 34 8.59
35 to 44 7.43
45 to 54 8.10
55 to 64 8.55
65 and Older 8.05
City of Central Point Community Survey Executive Summary-Prepared by Hebert Research; Page 13
Satisfaction with City of Central Point Offerings
Respondents were also asked to rank their level of satisfaction in regard to specific City of
Central Point offerings. "Hours and days of operations" received the highest average
satisfaction rating with 8.25 and was followed closely by "obtaining contact information" and
"times and dates" for special events which received high average satisfaction ratings of 8.11
and 8.07, respectively. Overall, respondents were highly satisfied with all of the services rated
and all had average satisfaction ratings of "7" or higher with the exception of one, "traffic
congestion, road/street conditions" which received a moderate satisfaction rating of 6.44.
Satisfaction with City of Central Point Offerings
Forms andJor Applications the City ProvidesJRequires I'CI''' ""'°° "' ~°
Traffic Congestion, Road/Street Conditions II
~I~
. .
Crime and Safety .. , ..
..I
The City of Central Point's Communication with its Citizens
Accessibility to Council Members and City Stafif
Ili ,
Times and Dates for Special City Events ° ° ,w
Mean
City of Central Point Community Survey Executive Summary-Prepared by Hebert Research; Page 14
The following table reports the percentage of respondents by age groups who used City of
Central Point offerings:
Age 18 to 24 25 to 34 35 to 4A 45 to 54 55 to 64 65 and Older
Hours and Days of Operations 80.0% 81.1% 80.3% 80.6% 87.8% 69.9%
Obtaining Contact Information 80.0% 70.3% 90.8% 85.5% 82.9% 50.7%
Times and Dates for Special City Events 80.0% 81.1% 88.2% 88.7% 82.9% 69.9%
Accessibility to Council Members and City Staff 42.5% 31.1% 48.7% 45.2% 56.1% 35.6%
The City of Central Point's Communication with its
Citizens
87.5%
81.1%
92.1%
91.9%
87.8%
78.1%
Crime and Safety 100.0% 94.6% 97.4% 96.8% 97.6% 93.2%
Traffic Congestion, Road/Street Conditions 100.0% 100.0% 97.4% 98.4% 97.6% 93.2%
Forms and/or Applications the City
Provides/Requires
55.0%
41.9%
51.3%
46.8%
56.1%
31.5%
Multivariate Analysis
Women were significantly more satisfied with hours and days of operations than were men (p =
0.009, eta2 = 0.024).
Gender Mean
Male 7.95
Female 8.50
Women were significantly more satisfied with obtaining city contact information then men
were (p = 0.036, eta2 = 0.016).
Gender Mean
Male 7.86
Female 8.35
Women were also significantly more satisfied with times and dates for special city events then
men were (p = 0.001, eta2 = 0.037).
Gender Mean
Male 7.70
Female 8.40
City of Central Point Community Survey Executive Summary-Prepared by Hebert Research; Page 15
Top Spending Priorities for the City of Central Point
Respondents were next asked what they believe to be the top three spending priorities for
Central Point's government programs. Specifically, respondents were asked to rank them in
order of importance, 15t priority, 2nd priority and 3rd priority. The 15t priority among the largest
modal class of respondents was the Police Department with 35.0%, followed closely by road
maintenance and improvements at 31.2%. Economic development received a fairly even
representation between 15t priority through 3rd priority and human services was more likely to
be a 3rd priority than a 15t or 2nd priority with 15.3% selecting this. Parks facilities and recreation
programs were seen as a 3rd priority by roughly one third of the respondents (31.2%) suggesting
that the least amount of spending should be focused on this area.
Priority 1st Priority 2nd Priority 3rd Priority
Road Maintenance and Improvements 31.2% 29.8% 17.6%
Police Department 35.0% 22.0% 19.1%
Economic Development 19.0% 19.4% 16.9%
Human Services 6.2% 12.2% 15.3%
Parks Facilities and Recreation Programs 8.6% 16.6% 31.2%
Top Spending Priorities for Central Paint
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lst Priority end Priority 3rd Priority
City of Central Point Community Survey Executive Summary-Prepared by Hebert Research; Page 16
Satisfaction with the Direction Central Point is Heading
The next question respondents were asked was in regard to their satisfaction with the direction
the City of Central Point is heading (in terms of community, economic development, etc.).
Overall, respondents reported to be highly satisfied with Central Point and gave an average
rating of 7.06. Additionally, nearly half of the respondents (46.3%) gave ratings of "8" or
higher, which indicates very high satisfaction. Very few respondents gave ratings of "3" or
lower which would suggest low satisfaction, and thus the distribution of responses (as can be
seen in the graph below) are heavily skewed to the right.
a~tis~uct~~ar~ with a D~irecfioor~ of +~enfr~l ~o~~f
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Mean: 7.06
Standard Deviation: 1.990
Kurtosis: 0.156
City of Central Point Community Survey Executive Summary-Prepared by Hebert Research; Page 17
Linear Discriminant Analysis
All of the respondents attitudes regarding satisfaction with City of Central Point offerings were
very positive, as reflected in high average ratings. The following discriminant analysis identifies
which variables specifically attribute to overall satisfaction with the direction the City of Central
Point is heading.
A Linear Discriminant analysis was used which involved developing two linear regression
equations for those customer groups who gave high ratings and low ratings. This variance
between two logit regressions enabled standardized discriminant functions to be developed
that allowed for the further development of standardized discriminant functions where:
D;=dilZl+di2Z2
Results of the discriminant analysis were:
Eigen value: .488
Canonical Correlation: .573
What this means is that 48.8% of the variance was explained by the .488 Eigen value.
Furthermore, the .573 canonical correlation shows the interrelated set of variables that
determine satisfaction with the City of Central Point. Values closest to 1.000 indicate a high
correlation with overall satisfaction with the direction the City of Central Point is heading.
Variable Function
Times and Dates for Special City Events 0.754
Crime and Safety 0.752
Forms and/or Applications the City Provides/Requires 0.630
Traffic Congestion, Road/Street Conditions 0.578
The City of Central Point's Communication with its Citizens 0.532
Obtaining City Contact Information 0.509
Accessibility to Council Members and City Staff 0.405
Hours and Days of Operations 0.395
*72.4% of original grouped cases correctly classified
City of Central Point Community Survey Executive Summary-Prepared by Hebert Research; Page 18
Quality of Life in Central Point
In regard to the quality of life in the City of Central Point, respondents reported that they have
a very high quality of life with an average rating of 8.02. Nearly three out of four respondents
(71.8%) giving ratings of "8" or higher. Similar to the previous question, the distribution is
heavily skewed to the right due to the fact that only 10.4% of the respondents gave ratings of
"6" or lower.
C~~~li~ty of I~ie fora tie City of Ce~atr~l ~~~nt
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a
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.. _ ..... i....... I .... 1 .... L... L......I
Mean: 8.02
Standard Deviation: 1.513
Kurtosis: 2.619
Resondents were asked afollow-up question regarding why they gave the rating they did. The
following are the most common responses:
• 1 really enjoy living here (n=27)
• Everything is accessible (n= 8)
• 1 feel comfortable here (n=9)
• Property taxes are too high (2)
• It's quiet (n=15)
• It's not perfect and could use some improvement (n=16)
• Need to bring different businesses into town (n=3)
City of Central Point Community Survey Executive Summary-Prepared by Hebert Research; Page 19
Correlation Analysis
The two variables, "quality of life in Central Point" and "safety in Central Point" were tested to
see if any correlation between the two variables exists. Pearson Correlation values closest to
1.000 indicate a a high degree of correlation. In this instance, there is a significant correlation
between the two variables.
Quality of Life Safety
li
f Lif Pearson Correlation 1 .382(**)
ty o
Qua
e Sig. 0
f
S Pearson Correlation .382(**) 1
a
ety Sig. 0
** Correlation is significant at the 0.01 level (2-tailed)
City of Central Point Community Survey Executive Summary-Prepared by Hebert Research; Page 20
Improvements to the Quality of Life
Respondents were also asked what they think the City of Central Point can do to improve the
quality of life. The following were the most common themes which emerged.
• Bring in a Wal-Mart (n=8)
• Economic development (n=28)
• Fix the roads (n=22)
• Get a recreation center with a pool (n=4)
• More parks for kids (n=7)
• More City sponsored events (n=5)
• Keep it quiet and small (n=2)
• Lower the taxes (n=12)
• More programs for seniors (n=4)
• Improve the sidewalks (n=9)
• Continue doing what they are doing (n=8)
City of Central Point Community Survey Executive Summary-Prepared by Hebert Research; Page 21
Sources of Information Utilized to Find out Information
The source of information that respondents were most likely to utilize to find out information
about what is happening in the City of Central Point was through the city newsletter with
64.7%. Local newspapers were reported by roughly half of the respondents (50.1%) and word
of mouth and the Parks and Recreation Activity Guide were each selected by 45.3%.
Community organizations, city hall, business organizations and social networking sites were the
least utilized sources of information used to find out what is happening in the City of Central
Point with each of these receiving less than 10%.
Source Percentage
City Newsletter 64.7%
Local Newspaper 50.1%
Word of Mouth 45.3%
Parks and Recreation Activity Guide 45.3%
Local Television Channels 42.6%
City Website 28.8%
Community Events 21.6%
Local Radio 19.1%
Community Organizations 10.3%
City Hall 9.0%
Business Organizations 8.1%
Social Networking Sites 7.9%
*Totals may add up to more than 100% as multiple responses could be selected
Respondents were also asked what other sources of information would be helpful when finding
out what is happening in the City of Central Point. The following are their most common
responses:
• Emails (n=6)
• Flyers (n=4)
• More television advertisements (n=2)
• Newsletters (more frequently) (n=11)
• Nothing 1 can think of (n=15)
• Keep putting up banners like the ones on Main Street (n=2)
• Increased mailings (n=3)
City of Central Point Community Survey Executive Summary-Prepared by Hebert Research; Page 22
Specific Media Used to Find Information
Newspapers
The overwhelming majority of respondents reported that the newspaper they primarily read is
The Medford Mail Tribune with 97.4%. Additionally, 5.3% reported that they read the Central
Point Times.
Local Television
Respondents reported that they primarily watch four television stations as sources of
information to find out what is happening in the City of Central Point. KDRV 12 and KTVL 10
were the most watched stations with 75.7% and 71.6% respectively. KOBI 5 was watched by
36.9% and KMVU was watched by 5.0%. This indicates that the two primary stations watched
to find out what is happening in the City of Central Point are KDRV 12 and KTVL 10.
Station Percentage
KDRV 12 75.7%
KTVL 10 71.6%
KOBI 5 36.9%
KMVU 26 5.0%
*Totals may add up to more than 100% as multiple responses could be selected
Local Radio
The radio station primarily used to find out what is happening in the City of Central Point was
KRWQ 100.3 with 21.7%. KCMX 880 was listened to by 13.3% and KDOV 91.7 by 11.7%. KCNA
102.7 and KMED 1440 were each listened to by 8.3% of the respondents and KOOL 103.5% was
listened to by 5.0%. KTSL 101.9 and KTVL each were listened to by 3.3% of the respondents as a
source of information to find out what is happening in the City of Central Point.
Station Percentage
KRWQ 100.3 21.7%
KCMX 880 13.3%
KDOV 91.7 11.7%
KCNA 102.7 8.3%
KMED 1440 8.3%
KOOL 103.5 5.0%
KTSL 101.9 3.3%
KTVL 3.3%
Other 25.0%
City of Central Point Community Survey Executive Summary-Prepared by Hebert Research; Page 23
Social Networking
For the 7.9% of respondents who reported using social networking as a source of information to
find out what is happening in the City of Central Point, 100% of the respondents reported that
they use Facebook. Additionally, respondents who were younger were more likely to use social
networking sites as sources of information.
City of Central Point Community Survey Executive Summary-Prepared by Hebert Research; Page 24
Usefulness of the City of Central Point's Website
Those respondents who reported that they have used the City of Central Point's website to find
information about what is happening in the city, were next asked to rate the usefulness of the
city's website. Respondents gave a high average rating of 7.61 indicating that the website is
highly useful, but most surprising was the fact that none of the respondents gave a rating of "3"
or lower. This indicates that the majority of respondents find the website very useful and no
respondents find it to not be useful.
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Mean: 7.61
Standard Deviation: 1.620
Kurtosis: -0.500
No statistical significance was found when tested by age.
Respondents were also asked why they gave the rating they did in regard to the usefulness of
the Central Point website. The following were the most common responses:
• Everything you need to know is there (n=4)
• It is easy to use (n=7)
• It could be easier to navigate (n=5)
• Nothing wrong with it (n=2)
• There is good information (n=7)
• It is getting better since the last six months (n=2)
City of Central Point Community Survey Executive Summary-Prepared by Hebert Research; Page 25
Information Wanted or Needed Over the Past Three Months
When asked what information was wanted or needed from Central Point over the past three
months, the most frequently mentioned was times/dates/calendar for events with 56.1%.
There were 34.0% of respondents who reported needing "contact information." "Hours of
operations for city parks, and recreation areas, etc." and "hours for city departments" were
selected by 24.2% and 20.1% respectively.
Information Percentage
Hours for City Departments 20.1%
Driving Directions to City Hall 2.2%
Contact Information 34.0%
Times/Dates/Calendar for Events 56.1%
Hours of Operations for City Parks, Recreation Areas, etc. 24.2%
Application and/or Form Process 11.4%
Other 21.9%
*Totals may add up to more than 100% as multiple responses could be selected
For those respondents who said "other," the following were their most common responses:
• Burning notices (n=2)
• City codes (n=2)
• Flood zones (n=6)
• Upcoming events (n=3)
• How the city council votes (n=1)
• Sports programs (n=2)
• A little more information on the newsletter (n=1)
City of Central Point Community Survey Executive Summary-Prepared by Hebert Research; Page 26
Most Trustworthy Sources of Information
When seeking information about the City of Central Point, the most trustworthy source in
terms of accuracy respondents reported was the city newsletter with 54.9%. Media was
selected by 37.9% which was followed closely byneighbors/residents with 31.3%. City of
Central Point employees and staff and business owners were reported to be the most
trustworthy source of information by 27.1% and 26.2%, respectively.
Source Percentage
City Newsletter 54.9%
Media (reports/bulletins, newspaper articles,
radio, television, etc.
37.9%
City of Central Point Elected Officials 9.2%
City of Central Point Employees and Staff 27.1%
Neighbors/Residents 31.3%
Business Owners 26.2%
Other 7.6%
*Totals may add up to more than 100% as multiple responses were able to be selected
For those respondents who said "other," the most common responses were:
• City website (n=3)
• Church (n=2)
• City hall (n=2)
• Word of mouth (n=2)
• Hanging banners (n=1)
• The library (n=2)
• Chamber of Commerce website (n=1)
City of Central Point Community Survey Executive Summary-Prepared by Hebert Research; Page 27
Support for Additional Fee on Water Bill
Respondents were asked if they would support an additional $6.00 on their water bill every
month for the construction of a community center and swimming pool to be located in Central
Point. Responses were fairly evenly split with 41.4% stating they would support the fee and
46.0% reporting they would not. Additionally, 12.5% of the respondents did not know or
refused to answer the question.
Response Percentage
Yes 41.4%
No 46.0%
Don't Know/Refused 12.5%
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When tested for significance by respondents who rent or own their home, none was found.
Multivariate Analysis
When tested for significance by age, statistical significance was found. Respondents aged 65
and older were significantly less likely to support an additional $6.00 fee on their water bill
every month for the construction of a community center and swimming pool in Central Point
(p = 0.001, Cramer's V = 0.249).
Age Percentage
18 to 24 51.4%
25 to 34 55.6%
35 to 44 58.7%
45 to 54 51.8%
55 to 64 40.5%
65 and Older 24.6%
City of Central Point Community Survey Executive Summary-Prepared by Hebert Research; Page 28
Safety in the City of Central Point
Additionally, respondents were asked how safe they feel in the City of Central Point on a scale
from 0 to 10, where 0 is very unsafe, and 10 is very safe. On average, respondents reported
that they feel very safe with a rating of 8.59. There were also 80.7% of respondents who gave
ratings of "8" or higher which indicates they feel very safe in the City of Central Point.
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Mean: 8.59
Standard Deviation: 1.327
Kurtosis: 1.574
When tested for statistical significance, none was found.
City of Central Point Community Survey Executive Summary-Prepared by Hebert Research; Page 29
Comparison with Previous Years
Ina 2008 community issues survey, respondents were read several statements and asked to
rate their level of agreement with the following. The current year's research also asked these
questions in order to make comparisons, however, a 0 to 10 scale was used. For the purposes
of this analysis, the 0 to 10 scale has been converted to the following scale:
Rating Agreement
0 to 1 Strongly Disagree
2 to 3 Disagree
4 to 6 Neither Agree or Disagree
7 to 8 Agree
9 to 10 Strongly Agree
Additionally, responses of "no answer" have been removed from the 2008 community survey.
This allows comparisons to be made among respondents who successfully answered the
questions.
As can be seen by the following graphs, respondents in the 2010 survey were more likely to
agree with all of the six statements that were tested. Although the scale used to rank the
questions was different, it is clear that respondents are more satisfied in 2010 than they were
i n 2008.
Statement 1: I believe the City of Central Point has been effectively carrying out their plan to
manage growth and support services in our community.
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City of Central Point Community Survey Executive Summary-Prepared by Hebert Research; Page 30
Statement 2: The Central Point Police Department meets our needs.
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Statement 3: The City's downtown improvements including widening sidewalks, planting trees,
and installing ornamental lighting have helped create a safe and attractive business
environment.
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City of Central Point Community Survey Executive Summary-Prepared by Hebert Research; Page 31
Statement 4: I am pleased with the City's efforts to provide greater variety of housing by
developing townhouses, apartments and traditional housing in single family neighborhoods.
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Statement 5: The City is doing an excellent job of keeping citizens informed about city issues.
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City of Central Point Community Survey Executive Summary-Prepared by Hebert Research; Page 32
Statement 6: I would recommend Central Point to my friends as a good place to live.
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City of Central Point Community Survey Executive Summary-Prepared by Hebert Research; Page 33
Conclusions
The following is a summary of the key findings from the survey:
1. Nearly half (44.1%) of the respondents reported that the number one reason they like
living in Central Point is because of the small town feel.
2. There are two areas that respondents clearly identified that the City of Central Point can
improve to make the community more livable; improving the roads and streets, and
having/encouraging more businesses and economic growth in the community.
3. Respondents were more likely to be satisfied with the City of Central Point's services
they more frequently utilized. For instance, Parks and Recreation received the highest
average satisfaction rating of 8.39 and was the most frequently utilized. The Finance
Department received the lowest average satisfaction rating of 4.99 and was the least
frequently utilized.
4. Respondents were highly satisfied with the offerings the City of Central Point provides,
with hours and days of operations receiving the highest average rating of 8.25, and only
one service (traffic congestion, road/street conditions) receiving an average rating of "7"
or lower.
5. The two clear top spending priorities among respondents were road maintenance and
improvements and the police department. The lowest spending priorities were human
services and parks facilities and recreation programs.
6. Overall, respondents are highly satisfied with the direction the City of Central Point is
heading and reported an average rating of 7.06.
7. Additionally, respondents reported that they experience a high quality of life in Central
Point with an average rating of 8.02.
8. The top sources of information used to find out what is happening in the City of Central
Point were:
• The City Newsletter
• Local Newspapers
• Word of Mouth
• Parks and Recreation Activity Guide
• Local Television Channels
City of Central Point Community Survey Executive Summary-Prepared by Hebert Research; Page 34
9. The two most watched television channels to find out information about what is
happening in the City of Central Point were KDRV 12 and KTVL 10. For radio,
respondents reported listening to KRWQ 100.3 and KCMX 880 to find out what is
happening in the City of Central Point.
10. Respondents who had used the City of Central Point's website reported that they found
the site to be highly useful with an average rating of 7.61 and no ratings below "3" were
given.
11. The source of information that respondents most frequently reported needing in the
past three months was times, dates, and a calendar of upcoming events.
12. The most trustworthy source of information in terms of accuracy, was the City
Newsletter, with more than half of the respondents (54.9%) selecting this option.
13. Respondents were evenly divided in terms of supporting an additional $6.00 on their
water bill every month for the construction of a community center and pool. There
were 46.0% of respondents against the additional fee, 41.4% for the additional fee and
12.5% who reported they don't know or refused to answer the question.
14. It is clear that respondents feel very safe in the City of Central Point and reported an
average rating of 8.59.
15. There is a strong correlation between the quality of life respondents experience in
Central Point and how safe they feel.
16. The findings from a Linear Discriminant Analysis showed that the top two drivers of
satisfaction were times and dates for special city events and crime and safety.
City of Central Point Community Survey Executive Summary-Prepared by Hebert Research; Page 35
17. In 2010, respondents were more satisfied with the City of Central Point than they were
in 2008 in regard to the following statements:
• Statement 1: I believe the City of Central Point has been effectively carrying out
their plan to manage growth and support services in our community.
• Statement 2: The Central Point Police Department meets our needs.
• Statement 3: The City's downtown improvements including widening sidewalks,
planting trees, and installing ornamental lighting helped create a safe and
attractive business environment.
• Statement 4: I am pleased with the City's efforts to provide greater variety of
housing by developing townhouses, apartments and traditional housing in single
family neighborhoods.
• Statement 5: The City is doing an excellent job of keeping citizens informed
about city issues.
• Statement 6: I would recommend Central Point to my friends as a good place to
live.
City of Central Point Community Survey Executive Summary-Prepared by Hebert Research; Page 36