HomeMy WebLinkAboutRevenue Measure Survey Proposal
Proposal to Conduct Voter Survey
Research Regarding a Potential
Revenue Measure
City of Diamond Bar
February 24, 2025 921-7457
Page i
February 24, 2025
City of Diamond Bar:
Fairbank, Maslin, Maullin, Metz & Associates (FM3 Research or FM3) is pleased to present this proposal to conduct
survey research regarding a potential revenue ballot measure for the City of Diamond Bar. We believe our firm is
an excellent choice to provide these research services for several reasons detailed in our proposal, including:
• FM3 is a recognized leader in conducting research that helps California cities, counties, and special districts
objectively evaluate the viability of passing local ballot measures to secure additional revenue. Our research
has contributed to the passage of more than 700 local finance measures approved for 160+ California agencies
in every region of the state. In the 2023-24 election cycle alone, FM3 contributed to the passage of 100+
successful revenue measures to provide funding to local communities. For a full list of FM3’s past successful
ballot campaigns, please visit fm3research.com/clients_category/ballot-measures.
• Our firm has experience conducting research in Diamond Bar. We worked with the City of Diamond Bar in
2016 and 2017 to explore a potential ballot measure to generate additional revenue for the City. The latter
work ultimately contributed to the placement and successful voter approval of Measure W, a transient
occupancy tax, on the November 2018 ballot. We are eager to build on this past knowledge of the City and
continue our partnership to help you meet your goals. Furthermore, FM3 has worked on a variety of successful
countywide funding measures for clients including the Los Angeles County Metropolitan Transportation
Authority (Metro), the Los Angeles County Department of Public Works, the Los Angeles County Parks & Open
Space District, and the Mt. San Antonio Community College District—all of which included registered voters
in Diamond Bar.
• We have a strong commitment to personalized client service, as Dr. Richard Bernard previously
demonstrated in his past work for the City. As a medium-sized research firm, FM3 provides its clients with a
level of personal attention and service from our senior staff that is more often associated with much smaller
organizations, while concurrently offering the wide range of services, adherence to expedited timelines, and
rigorous quality control expected from larger research firms.
• FM3 features a local presence and accessibility. Our Los Angeles office is located just a short drive from
Diamond Bar. Southern California (and metropolitan Los Angeles in particular) is home not only to our firm,
but also to the residents and voters we know best. Our senior research staff is always willing to make the drive
to Diamond Bar to meet with you in person and discuss your project, present results, or help you leverage our
research to achieve your goals.
All conditions proposed in this document are valid for a period of ninety (90) calendar days. We appreciate the
opportunity to be considered for this project. If you have any questions about the contents of this proposal, please
do not hesitate to reach out—contact information is available on page 15.
Dr. Richard Bernard, Partner
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CONTENTS
1 FM3 BACKGROUND ................................................................................................................................................1
2 PROJECT TEAM .......................................................................................................................................................2
3 RELEVANT EXPERIENCE AND REFERENCES ....................................................................................................................5
4 PROPOSED METHODOLOGY ......................................................................................................................................9
5 COSTS 13
6 ADDITIONAL REQUESTED ITEMS .............................................................................................................................. 14
7 CONTACT INFORMATION ....................................................................................................................................... 15
LIST OF FIGURES
FIGURE 1: FM3 PROJECT TEAM STRUCTURE........................................................................................................................ 2
FIGURE 2: FM3 POLLING VS. ACTUAL OUTCOME (MEASURE W) ............................................................................................ 6
FIGURE 3: FM3’S SUCCESSFUL LOCAL FINANCE MEASURES IN THE SAN GABRIEL VALLEY .......................................................... 6
FIGURE 4: RESEARCH PROCESS .......................................................................................................................................... 9
FIGURE 5: RESEARCH SPECIFICATIONS .............................................................................................................................. 10
FIGURE 6: SAMPLE TEXT INVITATION ................................................................................................................................ 11
FIGURE 7: SURVEY COSTS ............................................................................................................................................... 13
FIGURE 8: HOURLY RATES AND ALLOCATION OF RESOURCES ................................................................................................ 13
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1 FM3 BACKGROUND
Fairbank, Maslin, Maullin, Metz & Associates (FM3 Research or FM3) has been conducting public policy-oriented
opinion research since 1981 on issues of major economic and social concern. The research FM3 conducts goes far
beyond simply documenting the knowledge, views, and behaviors of various populations. Rather, our work
produces actionable data that provides a strategic roadmap for policy makers to inform community outreach and
communication efforts.
FM3 Research is a West Coast-based firm with senior research
staff located in California (Los Angeles and the Bay Area) and
Oregon (Portland). That said, we have established a strong
history of conducting research throughout the country and
are happy to work with clients anywhere in the U.S. Each of
the research projects we do is led by one of our seven
partners, all of whom are nationally respected authorities on
public opinion research. As our client, you will have direct
access to not only the partner working on your project, but
also several other key staff members with advanced degrees
in public policy, research methods, and/or extensive
experience working in state and local government.
We are a medium-sized research firm with over 20 full-time employees. While our firm is not so big that you will
wonder whom to call with your questions, we are big enough to have our own in-house data analysis/processing
team and graphic design resources. This means we can provide our clients with a level of personal attention a nd
service from firm partners and other senior staff more often associated with much smaller organizations, while
also providing rapid project turnaround and more sophisticated data analysis and presentations tailored to client
needs that one might expect from larger firms.
FM3 utilizes a variety of research tools designed to address each client’s unique circumstances. Some of these
tools are quantitative, such as surveys; some are qualitative, such as focus groups; and others fall somewhere in
between. In any given year, FM3 conducts 400+ surveys and 100+ focus groups, in addition to providing ongoing
consulting for key clients. We also actively monitor methodological developments through our industry’s trade
association—the American Association for Public Opinion Research (AAPOR)—and continually experiment with
newly evolving online and digital research approaches.
FM3 offers a hands-on approach in
which one of our partners is
engaged in the research every step
of the way.
When you work with us, an FM3 partner is
always just a phone call away, happy to
provide consultation to help keep your
projects moving in the right direction.
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2 PROJECT TEAM
Figure 1 shows the structure of the team that would be working on your project. This proposed team has routinely
worked together to produce highly accurate research for scores of clients.
Figure 1: FM3 Project Team Structure
Richard Bernard and Maya Gutierrez will be the daily contacts for this project and will work together to draft
the questionnaire, analyze the results, and present the findings. As statistician, Seth Geyer will manage statistical
analysis. Maya Wilson will facilitate the collection of public opinion research data with external vendors and
service providers, and Liz Mares-Kim will oversee the production of graphic presentations summarizing research
findings and recommendations.
FM3 takes great pride in the superior service we provide to our clients, including the time and attentiveness
provided by the researchers working on a project. Consistent with this policy, Richard and Maya will remain
attached and committed to the project throughout its duration and will be available to the City to conduct
additional analysis of survey results, provide advice, or address other needs upon request after the research itself
has been completed.
Dr. Richard Bernard
Partner
Project Lead
Seth Geyer
Data Processing Manager
Lead Statistician
Maya Wilson
Research Project Manager
Operations
Liz Mares-Kim
Graphics Presentation Manager
Presentation Design
Maya Gutierrez
Researcher
Researcher
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Dr. Richard Bernard, Partner
FM3 Partner Dr. Richard Bernard is one of California’s foremost public opinion
researchers on issues related to public agencies, their services, and the funding they
need to provide those services. Richard routinely provides research and strategic advice
for a diverse set of clients including cities, special districts, counties, K-12 and community
college districts, nonprofits, businesses, and labor unions. His work helps his clients
communicate effectively with their populations of interest.
During his 20+ years at FM3, Richard’s public opinion research efforts have helped ballot measure campaigns raise
billions of dollars for city and county general fund services; public safety; schools; community colleges;
transportation improvements; clean water and open space protection; and library funding initiatives. Notably, his
past research contributed to the passage of three special district measures including the largest local
transportation sales tax measure (Los Angeles County Measure M), the largest local park and open space property
tax measure (Los Angeles County Measure A), and the largest local stormwater infrastructure funding measure
(Los Angeles County Measure W), in U.S. history. Richard’s successful efforts reflect his expertise in facilitating
voter approval of ballot measures involving such finance mechanisms as sales taxes, general obligation bonds,
parcel/property taxes, utility user taxes, transient occupancy taxes, and property owner assessments/fees.
Richard is also familiar with the City of Diamond Bar, having conducted research on behalf of the City in 2016 and
2017 to test the viability of potential revenue measures. His work at that time informed the City that a park,
recreation, and open space bond was not viable but that an increase in the transient occupancy tax (TOT) was
viable. In 2018, voters approved Measure Q to increase the City’s TOT from 10% to 14%.
More broadly, Richard has led research for a number of successful sales tax measures for San Gabriel cities
including Alhambra, Duarte, La Cañada Flintridge, Montebello, Monterey Park, Pasadena, San Gabriel, and South
El Monte. He has also worked for the following San Gabriel cities on other types of successful measures: Monterey
Park (transient occupancy tax and business license tax); Pasadena (utility user tax modernization, utility transfer
tax, library parcel tax renewal with a cost-of-living increase, and a library bond) and South Pasadena (land use
measure). During the most recent election cycle, Richard also helped the Puente Hills Habitat Preservation
Authority (covering Whitter, Hacienda Heights, Rowland, and La Habra Heights) gain voter approval for a two-
thirds threshold parcel tax. His other nearby clients have recently included the cities of Chino (sales tax), Chino
Hills, and Yorba Linda (land use measure).
Richard joined the firm after being on the faculty at the University of Toronto from 1999 to 2002. While at the
University of Toronto, Richard taught research methods and statistics. He has published in such journals as East
Asian Pacific Migration Journal, International Migration Review, and the Canadian Journal of Sociology. Prior to
joining the faculty at University of Toronto, Dr. Bernard was a Sloan Foundation post -doctoral fellow at the
National Opinion Research Center (NORC) based at The University of Chicago, where he both designed and tested
quantitative and qualitative research related to family, work, and educational issues.
Education: Richard earned an Honors B.A. at York University, an M.A. at McGill University, and a Ph.D. at UCLA in
Sociology.
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Maya Gutierrez, Researcher
Maya Gutierrez joined FM3 as a Researcher in May 2023. She has since provided both
quantitative and qualitative research for many ballot measure campaigns and candidate
races, as well as both private and nonprofit organizations.
In 2024, Maya’s research contributed to the passage of 18 local ballot measures for cities
and local school districts across California and aided the successful elections of several
California State Legislators. Maya has also worked on local revenue measure research for various clients
throughout California. These include the cities of Apple Valley, Artesia, Bell, Carpinteria, Chino Hills, Clovis,
Downey, Escalon, Huntington Beach, Irvine, La Cañada Flintridge, Lemoore, Loma Linda, Palm Desert, Paso Robles,
Patterson, Riverside, San Bernadino, Salinas, Sanger, Santa Barbara, Santa Paula, Seal Beach, South Lake Tahoe,
and West Hollywood, as well as the counties of San Luis Obispo and Santa Cruz.
Additionally, Maya has conducted research on public attitudes toward water reuse, water quality and
conservation, food assistance programs, sanitation services, housing and land use, and transportation.
Prior to joining FM3, Maya worked at IDEATE California, an issue-specific policy development and public relations
company, working in the policy areas of energy, utilities and sustainability. Her background has spanned various
fields from archaeology to education to public policy research.
Education: Maya received a B.A. in anthropology and a bachelor’s degree in Ancient Near East and Egyptology
from the University of California, Los Angeles in 2013. She also received a Master of Public Policy (MPP) degree
from the UCLA Luskin School of Public Affairs in 2023 with an award for Outstanding Academic Achievement.
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3 RELEVANT EXPERIENCE AND REFERENCES
Experience Conducting Research on Local Revenue Measures
FM3 is a recognized leader in conducting survey research that helps California cities, counties, special districts,
and other jurisdictions objectively evaluate the viability of passing local ballot measures to secure additional
revenue. Our research has contributed to the passage of more than 700 local finance measures approved for 160+
California agencies in every region of the state.
Our research identifies the feasibility of a potential ballot measure (or measures); the most appropriate tax rate
and revenue mechanism (parcel tax, sales tax, transient occupancy tax, utility user tax, bond measure, etc.); how
voters would prefer additional revenue to be used; and how to phrase the ballot label language. Furthermore, the
finance measure research that FM3 conducts for our public agency clients not only assists in drafting the most
compelling 75-word ballot label possible, but also quantitatively identifies which unique, legally permissible
messages will resonate most among the agency’s constituents when engaging in community outreach and
education.
Our municipal clients represent a diverse cross-section of large and small cities and other jurisdictions, including
suburban, urban, and rural communities, in every region of the state of California. We make it a priority to work
closely with each of our clients to design the research because we know every community or region is different
and requires an approach that addresses its own unique characteristics and needs.
In the 2023-24 election cycle alone, FM3 contributed to the passage of 100+ successful revenue measures to
provide funding to local communities. Among other issue areas, this included:
• 39 general-purpose sales tax measures
• 36 local K-14 school bond measures and two school parcel tax measures
• 9 local measures to provide funding for parks, conservation, and other environmental issues in California,
Maine, New Mexico, Oregon, Texas, and Washington
• 4 local measures to provide dedicated funding for health and public safety
• 2 local measures to provide dedicated funding for road repair
• 2 local measures to provide dedicated funding for public libraries
Experience Conducting Research in the City of Diamond Bar
In 2016, the City of Diamond Bar hired FM3 to conduct a survey assessing whether a parks bond would be viable
for the November 2016 election. We found that it would not be possible to reach the two-thirds supermajority
required for such a bond to pass, but that it might be feasible to achieve a 50%+1 simple majority on a general-
purpose measure using a different type of funding mechanism.
FM3 conducted additional research for the City in 2017 and suggested placing a transient occupancy tax (hotel
tax) increase on the ballot in the November 2018 election. Measure W was approved within the margin of error
(±5.2%) of what FM3’s research predicted (see Figure 2).
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Our firm also has extensive experience conducting research in the San Gabriel Valley more broadly, which has
provided us with a comprehensive understanding of the region’s residents and voters. As a result, our team is
deeply familiar with not only the local electorate but also the issues, cycles, and rhythms of local public opinion
and its evolution over time. Notably, our research has aided in the passage of 45 finance measures in the San
Gabriel Valley—see Figure 3.
Finally, FM3 regularly conducts research among Diamond Bar residents and voters for overlapping agencies and
jurisdictions, including the Los Angeles County Metropolitan Transportation Authority (Metro), the Los Angeles
County Department of Public Works, the Los Angeles County Parks & Open Space District, and the Mt. San Antonio
Community College District, among others.
Figure 3: FM3’s Successful Local Finance Measures in the San Gabriel Valley
Agency Measure Mechanism Election
Arcadia Unified School District Measure AS $358 Million School Bond November 2024
City of Azusa Measure ZZ ¼ Cent Sales Tax November 2024
City of La Cañada Flintridge Measure LCF ¾ Cent Sales Tax November 2024
City of Monterey Park Measure BE Business License Tax November 2024
City of Monterey Park Measure LG Transient Occupancy Tax November 2024
Mt. San Antonio Community
College District Measure V $750 Million School Bond November 2024
City of Pasadena Measure PL $159 Million Library Bond November 2024
Pomona Unified School District Measure UU $385 Million School Bond November 2024
Rio Hondo Community College
District Measure RH $442.4 Million School
Bond November 2024
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
FM3 Polling (62%)Actual Outcome (65%)
Diamond Bar Voter Approval of
Transient Occupancy Tax
Voter Approval
Figure 2: FM3 Polling vs. Actual Outcome (Measure W)
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Agency Measure Mechanism Election
City of Monterey Park Measure MP Sales Tax November 2022
City of Pasadena Measure L $41 Parcel Tax for Library November 2022
Pasadena USD Measure O $516.3 Million Bond November 2020
City of South El Monte Measure ES Sales Tax November 2020
City of Azusa Measure Z Sales Tax March 2020
City of Duarte Measure D Sales Tax March 2020
City of Montebello Measure H Sales Tax March 2020
City of San Gabriel Measure SG Sales Tax March 2020
City of Arcadia Measure A Sales Tax June 2019
City of Covina Measure CC Sales Tax November 2018
City of Pomona Measure PG Sales Tax November 2018
City of Pomona Measure PC Cannabis Business Tax November 2018
City of Diamond Bar Measure Q Transient Occupancy Tax November 2018
City of La Puente Measure LP Sales Tax November 2018
City of Pasadena Measure I Sales Tax November 2018
El Monte UHSD Measure HS $190 Million Bond November 2018
Mt. San Antonio CCD Measure GO $750 Million Bond November 2018
City of El Monte Measure EM Sales Tax November 2017
Arcadia USD Measure A $288 Parcel Tax March 2017
Alhambra USD Measure AE $110 Million Bond November 2016
Alhambra USD Measure HS $149 Million Bond November 2016
Mountain View SD Measure SS $57 Million Bond November 2016
Hacienda La Puente USD Measure BB $148 Million Bond November 2016
Montebello USD Measure GS $300 Million Bond June 2016
Rosemead SD Measure RS $30 Million Bond November 2014
Arcadia USD Measure A $228 Parcel Tax March 2012
City of South Pasadena Measure UT Utility Users Tax November 2011
City of South El Monte Measure R Sales Tax November 2010
Duarte USD Measure E $62 Million Bond November 2010
Mt. San Antonio CCD Measure RR $353 Million Bond November 2008
City of Monrovia Measure L $62 Parcel Tax for Library February 2008
City of Pasadena Measure D Utility Users Tax February 2008
Walnut Valley USD Measure S $64.6 Million Bond November 2007
Walnut Valley USD Measure Y $15.2 Million Bond November 2007
Arcadia USD Measure I $218 Million Bond November 2006
Rio Hondo CCD Measure A $245 Million Bond March 2004
Experience Conducting Research in Linguistically Diverse Communities
FM3 has a long record of providing extremely accurate research among California’s most diverse and multilingual
communities – our multilingual survey research is considered the gold standard for such research throughout
California. FM3 conducts literally hundreds of bilingual and multilingual surveys annually in California’s many
diverse communities, with examples including the following:
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• Mandarin in San Gabriel Valley cities such as Diamond Bar, Alhambra, Arcadia, Hacienda Heights,
Monterey Park, Rosemead, San Marino, Temple City, and Walnut as well as Silicon Valley communities
such as Cupertino
• Cantonese in Monterey Park, San Francisco, Oakland, and various communities in San Mateo County
• Vietnamese in San José and in Northern Orange County cities, including Fountain Valley, Garden Grove,
Stanton, and Westminster and various K-12 school district and community college districts
• Korean in Diamond Bar, Anaheim, Glendale, Torrance, and Irvine
• Tagalog in Daly City, Glendale, Long Beach, and Vallejo
• Khmer in Long Beach
• Japanese in Torrance and Gardena
• Spanish throughout the majority of California and the southwestern United States
Furthermore, we have long-term relationships with call centers who employ regular, full-time multilingual
interview staff who have the strongest fluency in both English and their respective second languages. FM3 will
leverage the experience and methodologies we have acquired and developed over three decades of conducting
the highest quality multilingual survey research to enhance the research we conduct for the City of Diamond Bar.
References
Martha Garcia,
Director of Management
Services
City of Monterey Park
320 West Newmark Ave.
Monterey Park, CA 91754
(626) 307-1349
magarcia@montereypark.ca.gov
Project Title:
Business License Tax and
Transient Occupancy Tax
Baseline and Follow-Up Surveys
Project Completion Date:
July 2024
Linda Reich,
City Manager
City of Chino
13220 Central Ave.
Chino, CA 91710
(909) 334-3491
lreich@cityofchino.org
Project Title:
Sales Tax Baseline and
Follow-Up Surveys
Project Completion Date:
April 2023
Patrick Sullivan,
City Attorney
City of Torrance
3031 Torrance Blvd.
Torrance, CA 90503
(310) 618-5810
psullivan@torranceca.gov
Project Title:
Sales Tax Baseline and
Follow-Up Surveys
Project Completion Date:
January 2022
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4 PROPOSED METHODOLOGY
FM3 understands the City wishes to conduct a baseline survey to
assess the feasibility and probability of a successful revenue ballot
measure in an upcoming election. Our research process typically
unfolds in three stages: research design, data collection, and data
analysis and reporting (Figure 4), which are described in detail in the
following sections. Figure 5 provides an overview of the research
specifications we recommend to help you achieve your goals. FM3
does not anticipate any concerns or problems during the term of this
contract.
Research Design
The research process will begin with an initial kickoff meeting
between FM3 and the City’s project team for an extensive review of
relevant background information and context, as well as a detailed
discussion of your objectives for the project. In designing the
research for this project, we will draw from our review of Diamond
Bar’s current budget, Capital Improvement Program, and
infrastructure needs, as well as our own vast library of past research
on local revenue measures.
Sample Preparation
For this project, we recommend a sample size of 400 likely November 2026 voters, with the option of conducting
analyses of certain subsets of voters within the larger sample, such as likely November 2025 voters and likely June
2026 voters. This strategy will allow FM3 to make recommendations to the City on the best election cycle for a
potential revenue ballot measure, considering voter engagement, timing, and community priorities. FM3 will
construct a sample by obtaining a list of all voters from voter registration records. While acquiring and preparing
the sample, FM3 will also establish demographic and geographic quotas, which we will use as necessary during
the data collection phase—and after the interviews are completed—to ensure we are getting a range of
respondents that accurately reflects the overall population of relevant voters.
Questionnaire Design
Our research will be designed to identify the feasibility of a potential ballot measure (or measures); the most
appropriate tax rate and revenue mechanism (parcel tax, sales tax, utility user tax, bond measure, etc.), including
assessing how various rates impact community support for a measure; how voters would prefer additional
revenue to be used, including support for specific projects and services; and how to phrase the ballot label
language. Furthermore, the finance measure research that FM3 conducts for our public agency clients not only
assists in drafting the most compelling 75-word ballot label possible, but also quantitatively identifies which
unique, legally permissible messages will resonate most among the agency’s constituents when engaging in
community outreach and education.
Phase 1
Research Design
Phase 2
Data Collection
Phase 3
Data Analysis and
Reporting
Figure 4: Research Process
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In addition to behavioral, attitudinal, and situational
questions, the survey will ask a variety of relevant
demographic questions such as race/ethnicity, age,
educational attainment, family type (does the
respondent have children, and if so, what age(s) and do
they live with them), household income, and
homeownership status (homeowner/renter), among
others.
In designing a survey questionnaire, we typically
proceed through several drafts, incorporating feedback
from your team before each revision, to develop a
research instrument that will successfully obtain all the
desired information. We will then work with our
trusted vendors to translate the survey into Mandarin
Chinese and Korean, as requested in the RFP and as we
have done with past research in Diamond Bar. Both
telephone and online interviews will be offered in all
three languages (English, Mandarin, and Korean).
Telephone interviewers will also be prepped and
thoroughly trained in the survey questionnaire's
structure and design, as well as in any unique or
unfamiliar pronunciations. Once approved for fielding,
the survey questionnaire will be pre-tested with a
sample of respondents to ensure ease of
administration and flow. Such testing will also verify
the length of the questionnaire as well as the clarity
and comprehensibility of survey questions. If
necessary, FM3 will bring to your attention any
questions that appear to be generating confused
responses and suggest potential questionnaire modifications to address those issues. The results of the pre-test
will be reviewed with City staff to determine whether any adjustments need to be made before interviewing
proceeds.
Data Collection
Online Interviews
Based upon the final sample specifications, we will set a target number of interviews to be completed online. We
will then estimate an email invitation response rate based upon your community's demographics and send out
invitation emails to a random selection of email addresses from the sample sufficient to achieve the target number
of online completes from email invitations. Depending on response rates, we may also send out reminder emails
Methodology
Dual-mode survey using a
combination of telephone
and online interviews
Respondent
Contact
Method
Telephone calls; email and
text invitations
Population &
Sample
400 likely November 2026
voters
Margin of
Sampling
Error*
±4.9% - sample of 400
*At the 95% confidence
level (i.e., in 95 out of 100
cases)
Questionnaire 15-20 minutes
Languages English, Mandarin
Chinese, and Korean
Figure 5: Research Specifications
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to recipients who have not yet taken the survey, or we may send new
email invitations to additional addresses in the sample. Finally, FM3
will send out a number of text message invitations to help reach the
overall target number of online completes and complement the
other contact methods.
Telephone Interviews
Within several days of the initial invitation distribution, we will
compare the demographic and geographic characteristics of the
online completes with our demographic and geographic quotas. We
will then begin conducting telephone interviews to balance out the
sample and target underrepresented subgroups. The telephone
interviews are completed—and the online survey is closed—when
both the overall target number of interviews is reached, and the
demographic and geographic quotas have been sufficiently filled.
(This means that sometimes more interviews than planned are
completed to meet specific population quotas.)
Data Verification
Throughout the fielding of the survey, FM3 will review frequencies,
generate a “partial” topline (percentage of respondents who chose
each answer option for all survey questions), and review and clean
the data. This allows us to check for illogical answers and data
anomalies—both deliberate (such as straight-lining, when a
respondent picks, for example, the first option in every question in
the survey) and unintentional (taking the survey twice, online and by
phone, for example). These checks also help ensure the sample is
representative of the population of interest and our interviews are reaching established quotas.
Data Analysis and Reporting
Data Analysis
All survey responses will be analyzed by FM3’s Data Processing and Analysis department staff using customized
installations of Survey System and SAS software, both well documented and widely used data analysis software
packages. Open-ended responses will be further reviewed, coded, and grouped into thematic categories.
Within two days after interviewing has been completed, the topline survey results will be generated and FM3's
initial analysis will begin. These results will show the overall percentage of respondents that chose each answer
option for all survey questions. Within three days, a comprehensive set of cross-tabulated results will also be
generated. The cross-tabulated results will make it possible to detect how responses differ, if at all, among various
subsets of the sample. For example, it will be possible to compare answers provided by men and women; residents
Figure 6: Sample Text Invitation
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of various age categories, income levels, and ethnicities; homeowners and renters; parents and non-parents;
residents living in different communities; and many other subgroups.
Reporting and Deliverables
FM3 will generate a detailed report of the survey results in a PowerPoint presentation, including demographic
breakouts and summaries of key findings and recommendations. These results are typically presented in draft
format to the client team and then further refined based upon feedback from that group. A version of this
presentation will also be developed in a format suitable for FM3 to present in a public forum.
Upon conclusion of the survey project, the City will have received from FM3 each of the documents listed below.
✓ Final survey questionnaire
✓ Draft and final reports in the form of a detailed PowerPoint presentation (including graphic presentation
of key findings, detailed results, conclusions, and actionable recommendations)
✓ Presentations of results to staff, board members, or other stakeholders (in person if desired)
Finally, after FM3’s final deliverables have been completed, we will remain available to answer follow-up
questions and to present results to additional key stakeholders. We view the responses to the survey as an ongoing
data resource; if needed, FM3 can conduct further analysis to provide answers to any follow-up questions.
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5 COSTS
FM3 does not bill using hourly rates, but rather by project, utilizing costs that are informed by the specifications
of the research being conducted. For example, our costs for survey research are informed by factors that include
the number of interviews completed, the average interview length, the interviewing methodology used (dual-
mode, telephone, online, intercept, etc.), the type of sample being utilized (such as all adult residents, all
registered voters, likely voters, etc.), and the language(s) in which interviews are conducted.
Figure 7 contains the total estimated costs for this research, which are not to exceed $35,500. These prices are
comprehensive and include all costs for questionnaire design, sample acquisition and preparation, translation into
Mandarin and Korean, programming, email and text invitations, survey hosting, multilingual interviewing, data
entry and analysis, and reporting. As previously mentioned, we are recommending a 15- to 20-minute survey for
the baseline survey; however, we have also included costs for a 12-minute survey, if the City chooses to conduct
a tracking survey prior to its deliberations about whether to place a measure on the ballot.
Figure 7: Survey Costs
Survey Length 400 Interviews
20 minutes $35,500
15 minutes $31,750
12 minutes $29,750
As requested in the RFP, Figure 8 shows team members’ hourly rates and approximate number of hours for each
of the three research phases included in FM3’s scope of work, as well as direct costs. As previously mentioned,
FM3 does not bill based on hourly rates, and the hours included below are simply estimates for your reference.
Figure 8: Hourly Rates and Allocation of Resources
Staff Member Rate Research
Design
Data
Collection
Data Analysis
and Reporting
Richard Bernard, Partner $150 24 0 40
Maya Gutierrez, Researcher $90 15 4 30
Seth Geyer, Lead Statistician $115 0 6 20
Maya Wilson, Research Project Manager $75 0 17 0
Liz Mares-Kim, Graphics Presentation Manager $115 0 0 14
Direct Costs
Questionnaire translation $3,000
Sample costs $1,000
Online and telephone data collection $12,000
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6 ADDITIONAL REQUESTED ITEMS
Statement Certifying Insurance Coverage
FM3 Research certifies that our insurance policy currently fulfills and will continue to fulfill the required insurance
coverages included in the City’s Consulting Services Agreement.
Consulting Services Agreement
FM3 Research agrees to the City’s Consulting Services Agreement terms and conditions.
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7 CONTACT INFORMATION
Thank you for taking the time to review our proposal. Please feel free to contact us with any questions.
Dr. Richard Bernard
Partner
Bernard@FM3Research.com
(310) 428-1809 (cell)