Iowa’s Collective Parks System:Iowa’s Collective Parks System:Cultivating Connections BetweenCultivating Connections Between
People and “Places of Quiet Beauty”People and “Places of Quiet Beauty”
Responsive ManagementResponsive ManagementAndrea Criscione, Research AssociateAndrea Criscione, Research Associate
February 1, 2010February 1, 2010
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“His firm is recognized as the leading social science research firm in the nation that works in the natural resources arena.”–Dr. Steve L. McMullin, Associate Department Head and Associate Professor of Fisheries and Wildlife, Virginia Tech
“Responsive Management provided extraordinary services to my research project, which involved a large-scale telephone survey about cultural diversity and attitudes toward marine animals in Los Angeles. This was a challenging project, involving a lengthy survey that needed to be translated into several languages, and required a complex sampling strategy. Mark provided invaluable guidance in refining my survey instrument, structuring the sampling design, and working out the survey’s logistics. And his friendly, knowledgeable and professional staff worked closely with me before, during and after the survey was completed. I would recommend Responsive Management to anyone planning a survey or focus group about wildlife and wildlife management.”–Dr. Jennifer Wolch, Professor, University of Southern California
“Thank you, Mark, for the tremendous effort you and your staff have provided us in developing our recreation plan. From the survey design through data analysis, you and your dedicated staff have graciously assisted us throughout the process and beyond your contractual obligation. I am proud to present these survey findings and am confident in their source and meaning.” – Bob Ehemann, Division of Parks and Recreation, Delaware Department of Natural Resources and Environmental Control
Parks and Recreation Iowa Survey for the State Comprehensive Outdoor
Recreation Plan (SCORP) Delaware Residents’ Outdoor Recreation Use Patterns
and Needs: SCORP Survey and Report Missouri Residents’ and Recreational Professionals’
Opinions on Parks and Recreation in Missouri New Hampshire Residents’ Opinions on and
Participation in Outdoor Recreation Washington State Parks 2008 Survey Washington State Parks Centennial 2013 Survey Kansas Residents’ Participation in, Opinions on, and
Attitudes Toward Outdoor Recreation
Why Responsive Management?
Credibility and Proven Record
Experience
Service
Facility and Expert Personnel
Scope of WorkCollaborative, multi-tiered approach
Approach encompasses market research, citizen engagement efforts, and strategic market planning
Our research will:
•provide a better understanding of Iowa park users and outdoor recreationists
•develop recommendations for strategic planning, messaging, and outreach strategies.
Overall Approach
Initial Planning Session Interviews with Key Personnel Focus Groups and Input Sessions Telephone Survey Data Analysis Report Findings New Mission Statement “Document of Discovery” Workshop
Nonparametric Analysis
Note: Some variables have been excluded from the graph to conserve space
More information about activities would encourage participation or more active participation in More information about activities would encourage participation or more active participation in outdoor recreation activities in Iowaoutdoor recreation activities in Iowa Z-SCOREZ-SCORE
Is 25-34 years oldIs 25-34 years old p ≤ 0.001p ≤ 0.001
Participated in mountain biking in past 2 years in IowaParticipated in mountain biking in past 2 years in Iowa p ≤ 0.001p ≤ 0.001
Acquiring open space, such as greenbelts and buffers to urban development, for outdoor recreation Acquiring open space, such as greenbelts and buffers to urban development, for outdoor recreation activities should be a high priorityactivities should be a high priority
p ≤ 0.001p ≤ 0.001
Participated in visiting entertainment facilities, such as multiplex fields, in past 2 years in IowaParticipated in visiting entertainment facilities, such as multiplex fields, in past 2 years in Iowa p ≤ 0.001p ≤ 0.001
Resident of Central RegionResident of Central Region p ≤ 0.001p ≤ 0.001
Interested (but hasn’t participated) in camping in a tent in next 2 yearsInterested (but hasn’t participated) in camping in a tent in next 2 years p ≤ 0.001p ≤ 0.001
Participated in lake fishing in past 2 years in IowaParticipated in lake fishing in past 2 years in Iowa p ≤ 0.01p ≤ 0.01
Thinks there are too few forests in IowaThinks there are too few forests in Iowa p ≤ 0.01p ≤ 0.01
Thinks there are too few open natural areas or green space in Iowa’s suburban and urban areas in IowaThinks there are too few open natural areas or green space in Iowa’s suburban and urban areas in Iowa p ≤ 0.01p ≤ 0.01
Participated in baseball in past 2 years in IowaParticipated in baseball in past 2 years in Iowa p ≤ 0.01p ≤ 0.01
Participated in using trails for physical fitness in past 2 years in IowaParticipated in using trails for physical fitness in past 2 years in Iowa p ≤ 0.01p ≤ 0.01
Has a bachelor’s degreeHas a bachelor’s degree p ≤ 0.01p ≤ 0.01
Would like to see paved bike trails added in the areaWould like to see paved bike trails added in the area p ≤ 0.01p ≤ 0.01
Considers place of residence to be in a large city or urban areaConsiders place of residence to be in a large city or urban area p ≤ 0.05p ≤ 0.05
No member of immediate household has a physical disabilityNo member of immediate household has a physical disability p ≤ 0.05p ≤ 0.05
Has a master’s degreeHas a master’s degree p ≤ 0.05p ≤ 0.05
INSIGNIFICANT AND NEGATIVE Z-SCORES OMITTEDINSIGNIFICANT AND NEGATIVE Z-SCORES OMITTED
Best Research Practices
Ethics and Integrity
Commitment to Client
Best Research Approach
Quality Assurance
Various Research Methods
Equal likelihood of being selected for survey
Increased response rate and reduced bias
Improved speed and accuracy of data collection
Cost effective and timely data collection and analysis
Minimal environmental impact
Percent identified as female
18.5
19.9
5.7
0 5 10 15 20 25
Actual population
Telephone survey
Online survey
Percent
Do you support or oppose...?(Comparison of Internet and Phone data)
55
43
2
25
65
10
0
10
20
30
40
50
60
70
Support Oppose No Clear Opinion
Pe
rce
nt
Internet data
Phone data
Responsive Management Strengths in Relation to Project
Specialize in conducting high quality, accurate survey and market research
Specialize in conducting research on conservation, natural resource, and outdoor recreation issues
Expert staff and personnel
Additional Keys to Project Success
Obtaining research results that are practical for multiple partners and stakeholders
Defining clear goals and objectives for survey instrument to address different concerns and missions of various partners and stakeholders
Identifying clear target audiences and effective messaging recommendations to inform fundraising efforts
Providing research report as a central resource throughout the planning process and beyond