Ashland Area Survey

Division of Applied Social Sciences Community Survey Research Class

2013Contact: Professor David O’Brien –

obriendj@missouri.edu

Sampling Strategy

Presented by:Jessi Gordon, Nancy Holloway

Greg Morrow and See Yang

Response Rate

27% 28% 28%

36%40%

26%

55200

56200

72200

79200

44171

54200

Overview

Does the survey sample accurately represent the population?

• American Community Survey (OSEDA)—5 year average—2007 to 2011

• Compared gender, age, education, and income

Gender Comparison

Census MO City of Ashland Outside Ashland 65010 and 65039

49%

43% 43%

51%

57% 57%

MaleFemale

Age Comparison

18 to 24 25 to 34 35 to 44 45 to 64 65+

18% 16% 16%

33%

17%

8%

16%19%

41%

16%

1%

11%

16%

50%

22%

Census MO Census 65010 and 65039 Survey Data

Education Comparison 65010

Less than high school

High school Associate degree Bachelor degree Graduate degree

4%

48%

11%

27%

10%

1%

33%

16%

25% 25%

Census 65010 Survey Data 65010

Education Comparison 65039

Less than high school

High school Associate degree

Bachelor degree Graduate degree

13%

57%

5%

14%10%

4%

34%

12%

29%22%

Census 65039 Survey Data 65039

Income Comparison

Census MO Census 65010

Survey Data 65010

Census 65039

Survey Data 65039

Median family

income$47,202 $58,176

$60,000 to $89,999 $67,103 $60,000 to

$89,999

Mean family

income$62,979 $65,206 $76,269 $74,691 $77,159

In Conclusion

• Trends between survey respondents and the surrounding population:– Gender: slightly higher percentage females– Income: higher mean income– Age: skewed to older individuals– Education: higher percentage with graduate

degrees

Community Identity Findings

Presented byStephanie Link, Fridah Mubichi,

Lisa Newton, Susan Webb

Community Identity Defined

• A group and/or location with shared values,

goals and/or habits among its members.

• Community identity is therefore subject to:— Social organizations & institutions

— Economic organizations & institutions

— Political institutions, affiliations & law

Respondent Overview

• Average residency duration is 17 years

• 69% are married

• 26% are retired

• 57% are female

• 51% have a bachelors degree or higher

• 88% own their home

• 38% have children under the age of 18

Q. 6 - Where do you live?

City of Ashland17851%

So. Boone County16146%

Other123%

Q. 7 - Where do you feel the greatest sense of belonging?

City of Ash-land12445%

Jefferson City155%

City of Columbia27

10%

So. Boone County

8732%

Other238%

Q. 23 & 24 - In what location do you and other members of your

household work?

Ashland Columbia Jefferson City So. Boone county

Other

46

168

53

2114

55

125

38

177

RespondentOther

Q. 8 - What connects you to Ashland?

Friends

Family

School

Long T

erm Resid

ence

Neighbours

Employment

Business

Place of B

irth

Farm

No Ties

Other

196170

144129

9667 61

43 31 31 27

Q. 9 - Are you or a family member active in local

organizations?

Church

Sports

Team

PTA/School B

oard/Sc

hool

Fratern

al/Se

rvice

Group

Business

Organiza

tionOth

er

Youth Gro

up

Community Deve

lopment

Veteran's G

roup

Labour U

nion

Women's G

roup

Agricu

ltural

Associa

tion

105

6354

3929 27 24

14 13 8 8 6

Q. 10 - On a scale of 1-4, how important are the following?

Community Sa

fety

Quality

of Educa

tion

Cost of L

iving

Loca

tion

Friendsh

ip & Neigh

bours

Sense

of Community

Comm & Rec F

aciliti

es

Health Se

rvice

s

Population Si

ze

Church

Community Eve

nts

3.83.6 3.6 3.5

3.43.3

3.0 2.9 2.92.7 2.7

Q. 11 - Rank your agreement with the following on a scale of 1-5.

4.1

3.9

3.6 3.6 3.6 3.63.5

2.7

2.1

In Conclusion

• Respondents identified family, friends & school as their strongest social connections

• Community safety was ranked most important aspect of community

• Shared community activities – church and community events - were ranked least important

Consumption Findings

Presented by: Allie Grotts, Mandy Sims, Marilynn

King and Mark Porth

Frequency of Purchasing

Two Part question:

Please Select

Never, Once in a while, Most of the time or Always – to best

describes how often you use the following Ashland services.

And

If you select “Never” or “Once in a while”, for any item please

indicate where you usually go for service.

Auto Repair

Columbia Jeff City elsewhere

70%

22%

8%

Where else?

33%

32%

24 %

11%

Never Once in a while Most of the time

Always

Banking

19%

15%

22%

44%

Never Once in a WhileMost of the Time Always

Columbia

Jeff City

Elsewhere

Online

72%

19%

8%1%

Where else?

Restaurants

Columbia Jeff City Elsewhere

86%

12%2%

Where else?

11%

66%

20%

3%

Never Once in a while Most of the time

Always

Pharmacy

54%28%

12%

7%

Never Once in a while AlwaysMost of the time

Columbia Jeff City Elsewhere Online

82%

11%5% 2%

Where else?

Quality, Service, Price

Please Select

Quality of Product/Service, Convenience, Price – to best describe

what is most important when making purchasing decisions.

64%

22%

15%

Quality of Service Convenience Price

Auto Repair

Quality Matters

55%35%

10%Restaurants

40%

55%

5%

Quality of Service Convenience Price

Banking

Convenience Matters

22%

42%

36%

Grocery

Hair Cut/Salon/Manicure

18-24 25-34 35-44 45-64 65+

2

13

22

47

15

04

9

54

32

1

19 19

48

11

Quality of Service Convenience Price

18-24 25-34 35-44 45-64 65+0

12 14

53

19

1

811

46

33

2

13

22

49

11

Quality of Service Convenience Price

Hardware and Building Materials

Male Female

40

61

47

5356

44

Quality of Service Convenience Price

Banking

QUALITY PRICE

Where do people purchase food?

Category Frequency Percent Community Garden 10 2.8CSA 5 1.4Convenience Store 44 12.1FM: Ashland 126 34.7FM: Columbia 48 13.2FM: Jeff City 13 3.6Food Pantry 6 2.3Grocery store 351 96.7Local producer 41 11.3Church 16 4.4Restaurants 218 60.1Roadside 34 9.4U-pick 16 4.4

Grocery Store

Restaurants

How do you think your shopping choices impact your community?

Shopping Choices

10%18%

72%

My shopping choices can change things in this com-

munity disagreeundecidedagree

8%

19%

73%

Voting with my shopping dol-lar makes a difference

disagreeundecidedagree

16%

18%66%

I shop locally to support exist-ing Ashland businesses.

disagreeundecidedagree

76%

11%13%

My shopping choices have NO effect on the Ashland Com-

munity.disagreeundecidedagree

Willingness to Participate in Curbside Recycling

In Conclusion

• Residents are largely seeking services in Columbia

• Convenience is a large factor determining consumption choices– But what is convenient? Ashland? Columbia?

• Residents believe they can make a difference in their community with their purchasing dollars

• City Limit Residents would participate in curbside recycling

Economic Development Findings

Presented by: Gary Glass, Lucas Lopez, Lindsey Saunders, Maria Rodriguez-

Alcala and Andrew Vanengelenhoven

Economic Development Issues that Matterto Ashland City Residents

87%82%

75%70%

65%

40%

68%

52%55%

52%

22%

3%

*Two variables with same percentages were bundled

Community

FamilyEducation

Gender

Income

EconInactive

Economic Development Issues that Matter to Ashland City Residents (cont’d)

• Attached to Ashland as a community.

• Family matters.• Are highly educated.• Slightly more females responded.• High HH earnings (>$60k)• Economically active population.

Respondents’ views of Ashland Services

Ashland Services (cont.)

Note: OLS used to test 7 predictors (2 dummy variables created) (only those significant are depicted in table). All three depicted in table tested significant at .05 level.

Tax Support for Maintaining Current Service Levels

People support specific services.

Support Predictors for Specific Services

Note: Regressions were run for 7 predictors (only those tested significant depicted).1. People with children’s mean = 2.88; People with no children’s mean = 3.44; N=155 at .038 level.2. Women’s mean = 3.70 ; Men’s mean = 2.82; N=140 at .041 level.3. People >65’s mean = 3.59; People 35-44 yrs’ mean = 2.86; N=140 at .002 level.4. Income <$29k’s mean = 4.48; Income >$90k’s mean = 3.23; N=142 at .021 level.5. People >65’s mean = 3.80; People 18-34 yrs’ mean = 3.31; N=142 at .063 level.6. Income <$29k’s mean = 4.05; Income >$90k’s mean = 3.06; N=140 at .076 level.7. People >65’s mean = 3.66; People 34-44 yrs’ mean = 3.06; N=140 at .089 level.8. Income <$29k’s mean = 4.05; Income >$90k’s mean = 3.13; N=143 at .060 level.9. Income <$29k’s mean = 4.05; Income >$90k’s mean = 2.66; N=141 at .002 level.

10.Income <$29k’s mean = 4.48; Income >$90k’s mean = 3.23; N=142 at .021 level.

Support for a Commercial Development Tax

Note: Percentages are rounded so may not add to exact total.*Includes those that "somewhat support" and "strongly support.” **Includes those that "strongly oppose" and "oppose."

Overall, respondents DO SUPPORT, with the exception of the area near the

airport.

Support Predictorsfor Commercial Development

Note: Pearson correlation used for all except #2 for which two independent samples t-test was used; 10 predictors were tested (only significant ones are depicted)1. Two variables tested significant: Sense of community is important (p<.01) and Shopping choices can change my community

(p<.05). For both N=195.2. Females mean = 3.54 and Males mean = 3.07 for values 1 through 5. N=196 and p<.05.3. Only one variable tested significant: Sense of community is important (p<.01;with N=195).4. N=179; p<.01.5. Two variables tested significant: Sense of community is important and Shopping choices can change my community. For both

N=196 and p<.05.6. Two variables tested significant: Sense of community is important (p<.05) and Shopping choices can change my community

(p<.01). For both N=195.

Downtown Revitalization Importance

• Lower income respondents show a higher interest in sidewalk improvement, landscaping and parking (based on ANOVA with p<.05).

Overall, respondents prioritize road improvement in the downtown area.

In Conclusion

• We analyzed respondents from within the city limits.

• Respondents generally agree the city needs more revenue to maintain or improve services, but are unwilling to pay for it.

• However, when asked about specific services, there is support for paying taxes for street maintenance, parks & rec, storm water, and police, particularly among women, lower-income groups and older people.

• Respondents in general support funding commercial development. They are particularly interested in downtown development, but don’t want to invest around the airport. – Downtown focus is on: improve roads, sidewalks & parking.