Researchers R Us
1234 Murcer Street
Las Cruces, NM 88001
June 24, 2009
Mr. Pat Gavin
Vice President of Marketing
Mesilla Valley Convention and Visitors Bureau (MVCVB)
1980 Main Street
Mesilla Valley, NM 88005
Dear Pat:
Based upon our meeting with Robin Peterson, please find the following research proposal and
budgets for the:
(1) Subscriber Mesilla Valley Visitor Profile Research Study
(2) Conjoint Research Analysis of Meeting Planners (September 25 to 27)
(3) Conjoint Research Analysis of Delegates to AJA (October 11 to 15)
SUBSCRIBER RESEARCH STUDY
Objectives
o
Provide reliable and timely Mesilla Valley visitor point-of-origin data during the first,
second, third and fourth quarters.
o
Build a database and develop a definitive demographic profile of Mesilla Valley’s
visitors. The profile would include a cross section of visitors (business, leisure,
conventioneers, visitors traveling by air and visitors traveling by auto). This profile
would be updated quarterly to determine any shifts in market profiles.
o
Provide a valuable database to all subscribing members of the bureau to assist in
targeting their individual marketing programs.
o
Provide a detailed database to the MVCVB for effective targeting of its marketing
programs.
o
Gather data that would allow effective and significant measurement of the economic
impact of the MVCVB’s marketing/sales programs.
o
Provide valuable and informative data about Mesilla Valley's visitors for use by the
Bureau and the Mayor's office.
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o
Enhance the professionalism of the MVCVB in its approach to marketing the
destination of Mesilla Valley.
o
Further establish the value of a membership within the MVCVB by offering the
findings of the research at a reduced price.
o
Enhance the MVCVB relationships with airlines, rental car companies and hotels.
Methodology
o
The study will utilize in-person, computer-assisted intercept interviews with current
visitors to Mesilla Valley during one week during each quarter. The interviews would
be conducted from Sunday through Wednesday.
o
The interviews would be conducted by Surveys R Us personnel, utilizing notebook
computers. The interviewers would identify themselves as working for Surveys R Us.
o
Interview Locations
Airport Interviews: Airport interviews would be conducted at selected airline gate
departure area. The Bureau would participate in the selection of the departure gate
areas with the airlines. All respondents would be screened to assure that they were
departing Mesilla Valley. I recommend that two different airline gate departure areas
be surveyed during each interview period.
Hotel Interviews: A selected hotel (Bureau Member) within the following areas would
be an interview site. A different hotel within the area would be an interview site during
each quarter.
Areas: Downtown, Historic District, University District, West Mesa
o
The interviews would be conducted between 8 a.m. and 6 p.m. (The time frames could
vary based on local factors.)
o
Screener Questions:
The only screener questions for the airport interview locations would assure that the
person being interviewed was the traveler rather than a family member or friend who
accompanied someone to the airport.
For the hotel locations, the respondents would be screened as currently staying
overnight in Mesilla Valley at a hotel.
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o
Interview Bias Protection
All interviewers would be identified as being employed by Surveys R Us and not
identified with the Bureau or any other city agency or hotel.
Respondents would receive a $5.00 gratuity. Such compensation is standard industry
practice and contributes greatly to the efficacy of the interviewing process.
o
Interview Instruments
All interviews would be conducted on notebook computers with direct input from the
respondents in most cases. Surveys R Us interviewers would be available to answer
questions about the procedure and to safeguard the equipment and data. We utilize this
technique to help eliminate interviewer bias.
Researched Topics
Visitor point-of-origin, by city, zip code and country
Reason for current trip
Frequency of travel to Mesilla Valley
Other destinations visited during the previous 12 months for business and leisure
Length of stay in Mesilla Valley on current trip
Attractions, museums, other sites of interest visited or planning to visit on current trip
Mode of travel
Travel agent usage and influence on current trip
Airline influence and preference on current trip
Size of party and relationship of people in the party
Ethnic background
Household income
Persons within household providing income
Primary occupation
Education
Household size
Advertising exposure and influence, by media
Average expenditures on current trip for:
Airline tickets
Rental cars
Hotel/Motel rooms
Food
Beverage
Entertainment
Other
If traveling on a travel package, determine the package
Ratings of Mesilla Valley attractions
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We will use standard survey questions to query most of the above topics. In addition, we will
utilize a small number of conjoint attribute questions to determine preference for select
current and possible future Mesilla Valley attractions.
Sample Universe:
o
Use nth person intercept of people currently visiting the selected research sites.
Interviews would be conducted during a five-day period Saturday through Wednesday.
o
We will complete an average of 100 interviews per location, delivering an total sample
of 700 interviews per quarter.
Timing:
o
Recommend the interview periods to be as follows:
First Interview Period - Week of August 23
Second Interview Period - Week of November 9
Third Interview Period - Week of March 22
Fourth Interview Period - Week of May 23
Findings and conclusions will be available within 20 working days of interview
completion.
Cost Itemization:
First Quarter Interview
Note: As per your request, we have itemized a first-quarter study cost and have compiled the
second, third and fourth quarters together for an overall budget.
Sample Size:
Between 100 to 120 interviews per location; total number of interviews 700 to 840
Interview Period:
Late August
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Interviewer Cost
Average at 8 hours per day, 7 locations, 5 days
Total hours: 280 hours @ $25 hr
Total interviewer cost per period
Gratuity for interviews at $5 for 800 interviews
Materials cost and contingency
Data gathering cost for first quarter
$7,000
$4,000
$1,500
$12,500
Fee for first quarter:
Instrument design, software programming statistical
runs, simulation runs, sub-group cross-tabbing,
analysis, final report presentation, and graphing
$9,500
Total Cost for first-quarter study
$22,000
Average cost per completed interview: $27.50
Second, Third and Fourth Quarter Costs:
Data gathering cost for the second, third, and fourth quarters is the same as the first quarter
($12,500), for a total of $37,500.
The fee for the second, third, and fourth quarters is reduced to $4,900 per quarter due to economy
of scale.
Total Cost for First, Second, Third, and Fourth Quarters
Data collection cost
Fee
$50,000
$24,200
Total cost for four quarters
$74,200
Estimate a total of 2800 interviews; cost per interview of $26.50.
This quote includes 10 copies of the report per quarter. Extra reports cost $10.00 per report
for up to 25 extra reports.
This quote is based upon a three-year performance contract. The fee quote would be held
constant for 36 months with no increase. Interviewer expenses, while expected to remain
unchanged, might need to be adjusted due to inflationary pressures. By performance
contract, I mean that the contract is not cancellable except on the basis of nonperformance to
specifications.
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CONJOINT STUDY OF MEETING PLANNERS
Objectives
o
Develop a profile of meeting planners visiting Mesilla Valley on September 25 to 27.
The profile would include a cross section of meeting planners.
o
Provide data for target marketing Mesilla Valley and the new convention center.
o
Provide data that the MVCVB can use to target its meeting planner marketing
programs.
Methodology
o
The study will rely on computer-assisted intercept interviews with meeting planners
attending the meeting at the Olive Ann Hotel. The interviews would be conducted from
September 25 to 27.
o
The interviews would be conducted by Surveys R Us personnel using notebook
computers. The interviewers would identify themselves as representing Surveys R Us.
Sample Universe:
Use nth person intercept of people currently visiting the selected research site. The
interview instrument would contain appropriate qualification question to profile the
respondent universe into subgroups (e.g., type of group, size of group, number of times
per year that they meet, previous meeting sites over the last 12 months, feeding and
meeting requirements of the groups).
Timing:
Findings and conclusions will be available within 20 working days of interview
completion. (See cost itemization for more detail.)
Cost Itemization
Sample Size: Between 25 and 30 interviews per day for three days (75 to 90 completed
interviews)
Interview Periods: September 25-27, 2009
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Data Gathering Cost:
Fee
Estimated at 16 hours per day, @ $25
per hour, 48 hours @ $25 per hour,
2 interviewers
$1,200
Gratuity of $5 paid to each respondent,
90 interviews
$450
Misc. Costs
$250
Instrument design, software programming
statistical runs, simulation runs,
sub-group cross-tabbing, analysis, final
report presentation and graphing
Total Cost
$4,800
$6,700
Normal fee is $7,500, but reduced based on the total contract, including the subscriber study.
CONJOINT STUDY OF AJA MEMBERS
Objectives
o
Develop a profile of travel agents visiting Mesilla Valley (October 11 to 15). The
profile would include a cross section of travel agents.
o
Provide data for target marketing Mesilla Valley destinations and the new convention
center.
o
Provide a data that the MVCVB can use to target its travel agent marketing programs.
Methodology
o
The study will rely on computer-assisted intercept interviews with travel agents
attending the AJA meeting.
o
The interviews would be conducted by Surveys R Us personnel using notebook
computers. The interviewers would identify themselves as representing Surveys R Us.
Sample Universe:
Use nth person intercept of people currently visiting the selected research sites (As
per our discussion, it would be ideal if the Bureau could provide a booth at the site.)
The booth would not be identified with any organization except Surveys R Us.
Interviews would be conducted during the show. The interview instrument would
contain appropriate qualification question to profile the respondent universe into
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subgroups (e.g., type of agency, size of agency, type of packages they market,
activity in the retail or the wholesale areas, etc.).
Timing:
Findings and conclusions will be available within 20 working days of interview
completion. (See cost itemization for more detail.)
Cost Itemization
Sample Size: Between 25 and 30 interviews per day for five days (125 to 150 completed
interviews)
Interview Periods: October 11 to 15
Data Gathering Cost:
Fee:
Estimated at 16 hours per day, @ $25
per hour, 80 hours @ $25 per hour,
2 interviewers
Gratuity of $5 paid to each respondent,
150 interviews
$750
Misc. Costs
$350
Instrument design, software programming
statistical runs, simulation runs,
sub-group cross-tabbing, analysis, final
report presentation and graphing
Total Cost
$2,000
$4,800
$7,900
Normal fee of $7,500 (excluding data gathering costs) is reduced based on the total contract,
including the subscriber study.
Pat, I believe that this covers all of the research that you, Robin, and I discussed. If we can obtain
approval within the next two to three weeks, then we can meet all of the deadlines detailed in this
proposal. I am firmly convinced that the Bureau should not have a major problem selling
subscriptions for $850 to $1,000 per year to its members for the visitor profile study. I also suggest
that the Bureau charge non-members $3,500 to $4,000 per year for a study subscription. Of course,
the other marketing and political benefits to the Bureau are obvious.
I look forward to working with you and Robin on this very exciting research.
Sincerely,
Aaron Jean
President, Surveys R Us
cc: Mr. Robin Peterson
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