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

Ph

oto

cred

it:

Iow

a T

ouri

sm O

ffic

e

www.responsivemanagement.com

Mark Damian Duda

“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

Organizational Structure

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

Planning and Communication

Why Responsive Management?

Credibility and Proven Record

Experience

Service

Facility and Expert Personnel

STUDY METHODOLOGY

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

KEY ISSUESP

hot

o cr

edit

: I

owa

Tou

rism

Off

ice

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

Photo credit: Iowa Tourism Office