HomeMy WebLinkAboutAGENDA REPORT 2007 0801 CC REG ITEM 09DMOORPARK CITY COUNCIL
AGENDA REPORT
TO: Honorable City Council
FROM: Hugh R. Riley, Assistant City Manager
DATE: July 19, 2007 (CC Meeting of Aug 1, 2007)
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CITY OF MOORPARK, CALIFORN!;
City Council Meeting
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SUBJECT: Consider Professional Services Agreement with Godbe Research as
Consultant for Community Opinion Poll
BACKGROUND
During the City Council's recent budget discussions concerning future revenue sources
and desirable public facility capital improvements the need for a community /voter
opinion poll was suggested. On July 10, 2007 at a Special City Council meeting the City
Council selected Godbe Research as a consultant to conduct the poll.
DISCUSSION
Staff has prepared the attached Agreement for Professional Services with Godbe
Research which is presented for Council consideration. The Agreement provides a
Scope of Work including the following:
One in- person kick -off meeting and conference calls as needed with Moorpark to
discuss the research objectives for the study, questionnaire design, and other
related topics. The consultant will interview each Councilmember as part of their
initial preparatory work.
2. Drafting and refining an applicable voter survey instrument of approximately 15 to
18- minutes in length.
3. Pre - testing the survey questionnaire.
4. Developing a stratified and clustered sample of Moorpark voters likely to vote in
the 2008 election cycles of interest (e.g. February primary, May mail ballot, June
general, etc.).
5. Translation of the survey into Spanish and interviewing for up to 8% of all
000033
Honorable City Council
August 1, 2007
Page 2
interviews (optional).
6. Computer- Assisted Telephone Interviewing System (CATI) programming the
survey instrument for efficient data collection.
7. Conducting telephone interviews with 400 Moorpark, voters according to a strict
interviewing and sampling protocol. The length of each interview will be between
15 to 18- minutes and the City will only be charged for the option on Page 4 of
Exhibit A of the agreement that reflects the actual final fielded survey length.
8. Processing the data collected according to strict quality control standards.
9. Producing complete cross - tabulations of the survey data.
10. Producing a written report of findings and a complete set of cross tabulations.
11. An in- person presentation of findings to the City of Moorpark.
Project Cost: The cost of the study will not exceed $25,570 depending upon the length
of survey (15 — 18 minutes) and is as described on page 3 of Exhibit A. The consultant
will provide a number of work products that will assist the City in developing a possible
ballot question including voter demographics, tax threshold report and a geographic
targeting report that can be used to integrate survey findings into a field -based
communications effort.
The City Council may wish to consider the appointment of an Ad Hoc Committee
consisting of the Mayor and one other Councilmember to meet with the consultant, and
review a final questionnaire. Staff recommends that the poll be taken in
October /November to allow the results to be considered along with possible ballot
questions that might be presented during the June 2008 Primary Election.
STAFF RECOMMENDATION
1. Approve Agreement for Professional Services and authorize City
Manager to sign subject to final language approval by the City Manager
and City Attorney.
2. Appoint City Council Ad Hoc Committee
Attachment: Agreement
000034
AGREEMENT FOR PROFESSIONAL SERVICES
BETWEEN THE CITY OF MOORPARK AND GODBE
RESEARCH
This Agreement is made and entered into in the City of Moorpark on this
day of August, 2007, by and between the City of Moorpark ( "CITY "), a public body,
corporate and politic, and Godbe Research, a California Corporation ( "CONSULTANT ").
In consideration of the mutual covenants and conditions set forth herein, the parties
agree as follows:
I. Term
This Agreement shall commence on
continue in effect until the tasks described herein
terminated pursuant to the provisions of this Agreement.
2. Services
and shall remain and
are completed, unless sooner
CITY hereby retains CONSULTANT in a contractual capacity to perform an
opinion research project as outlined in CONSULTANT'S proposal ( "PROPOSAL "),
Exhibit A, attached hereto and incorporated herein. If the PROPOSAL is modified by this
Agreement, or in the event there is a conflict between the provisions of the PROPOSAL
and this Agreement, the language contained in this Agreement shall take precedence.
3. Performance
CONSULTANT shall at all times faithfully, competently and to the best of his /her
ability, experience, and talent, perform all tasks described herein. CONSULTANT shall
employ, at a minimum, generally accepted standards and practices utilized by persons
engaged in providing similar services as are required of CONSULTANT hereunder to
meet its obligations under this Agreement.
4. Responsible Individuals
The individual directly responsible for CONSULTANT'S overall performance of the
Agreement provisions herein above set forth and to serve as principal liaison between
CITY and CONSULTANT shall be , or designee.
The City Manager, or his designee, shall represent CITY in all matters pertaining
to the administration of this Agreement, review and approval of all products submitted by
CONSULTANT. The City Manager is authorized to act on CITY'S behalf to execute all
necessary documents which increase the scope of services or change CONSULTANT'S
compensation, subject to Section 5 hereof.
Page f of 7
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5. Payment
a) For furnishing services as specified in this Agreement, CITY shall pay and
CONSULTANT shall receive as full compensation a total lump sum not to exceed
$25,570, as presented in PROPOSAL, upon project completion. Payment of all
undisputed amounts shall be made within 30 -days of receipt of each invoice. If the CITY
disputes any of CONSULTANT'S fees it shall give written notice to CONSULTANT within
15 -days of receipt of an invoice of any disputed fees set forth on the invoice.
b) In the event that additional work is required of CONSULTANT, beyond the
Scope of Work for this Agreement, CONSULTANT may be authorized to undertake and
complete such additional work only if such authorization is provided in writing, identifying
the exact nature of the additional work required and a "not -to- exceed" fee to be paid by
CITY for such work.
6. Incorporation by Reference
All exhibits herein referenced are hereby incorporated into and made a part of the
Agreement.
7. Suspension or Termination of Agreement without Cause
a) The CITY may at any time, for any reason, with or without cause, suspend or
terminate this Agreement, or any portion hereof, by serving upon the CONSULTANT at
least ten (10) days prior written notice. Upon receipt of said notice, the CONSULTANT
shall immediately cease all work under this Agreement, unless the notice provides
otherwise. If the CITY suspends or terminates a portion of this Agreement such
suspension or termination shall not make void or invalidate the remainder of this
Agreement.
b) In the event this Agreement is terminated pursuant to this Section, the CITY
shall pay to CONSULTANT the actual value of the work performed up to the time of the
termination. Upon termination of the Agreement pursuant to this Section, the
CONSULTANT will submit an invoice to the CITY pursuant to Section 5.
8. Default of Consultant
a) The CONSULTANT'S failure to comply with the provisions of this Agreement
shall constitute a default. In the event that CONSULTANT is in default for cause under
the terms of this Agreement, CITY shall have no obligation or duty to continue
compensating CONSULTANT for any work performed after the date of default and can
terminate this Agreement immediately by written notice to the CONSULTANT. If such
failure by the CONSULTANT to make progress in the performance of work hereunder
Page 2 of 7
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arises out of causes beyond the CONSULTANT'S control, and without fault or
negligence of the CONSULTANT, it shall not be considered a default.
b) If the City Manager or his /her designee determines that the CONSULTANT is
in default in the performance of any terms or conditions of this Agreement, the City
Manager shall cause to be served upon the CONSULTANT a written notice of the
default. The CONSULTANT shall have ten (10) days after service of said notice in which
to cure the default by rendering a satisfactory performance. In the event that the
CONSULTANT fails to cure its default within such period of time, the CITY shall have the
right, notwithstanding any other provision of this Agreement, to terminate this Agreement
without further notice and without prejudice to any other remedy to which it may be
entitled at law, in equity or under this Agreement.
c) CONSULTANT may terminate this Agreement upon 30 days notice in the event
of a material breach or non - payment by CITY.
9. Indemnification and Hold Harmless
CONSULTANT agrees to indemnify, protect, defend, and hold harmless the City
of Moorpark and any and all of its officials, employees, and agents from and against any
and all losses, liabilities, damages, costs and expenses, including attorney's fees and
costs to the extent same are caused in whole or in part by any negligent or wrongful act,
error or omission of CONSULTANT, its officers, agents, employees or sub - consultants in
the performance of professional services under this Agreement.
CONSULTANT agrees to obtain executed indemnity agreements with provisions
identical to those set forth here in this section from each and every subconsultant,
contractor, subcontractor, or any other person or entity involved by, for, with, or on behalf
of CONSULTANT in the performance of this Agreement. In the event CONSULTANT
fails to obtain such indemnity obligations from others as required here, CONSULTANT
agrees to be fully responsible according to the terms of this section. Failure of CITY to
monitor compliance with these requirements imposes no additional obligations on CITY
and will in no way act as a waiver of any rights hereunder. This obligation to indemnify
and defend CITY as set forth here is binding on the successors, assigns or heirs of
CONSULTANT and shall survive the termination of this Agreement or this section.
CITY does not and shall not waive any rights that it may have against
CONSULTANT by reason of this Section, because of the acceptance by CITY, or the
deposit with CITY, of any insurance policy or certificate required pursuant to this
Agreement. The hold harmless and indemnification provisions shall apply regardless of
whether or not said insurance policies are determined to be applicable to any losses,
liabilities, damages, costs and expenses described in this Agreement.
Page 3 of 7
00003'"
10. Insurance
CONSULTANT shall maintain prior to the beginning of and for the duration of this
Agreement insurance coverage as specified in Exhibit B attached to and part of this
agreement.
11. Independent Consultant
a) CONSULTANT is and shall at all times remain as to the CITY a wholly
independent CONSULTANT. The personnel performing the services under this
Agreement on behalf of CONSULTANT shall at all times be under CONSULTANT'S
exclusive direction and control. Neither CITY nor any of its officers, employees, or
agents shall have control over the conduct of CONSULTANT or any of CONSULTANT'S
officers, employees, or agents, except as set forth in this Agreement. CONSULTANT
shall not at any time or in any manner represent that it or any of its officers, employees,
or agents are in any manner officers, employees, or agents of the CITY. CONSULTANT
shall not incur or have the power to incur any debt, obligation, or liability whatever
against CITY, or bind CITY in any manner.
b) No employee benefits shall be available to CONSULTANT in connection with
the performance of this Agreement. Except for the fees paid to CONSULTANT as
provided in the Agreement, CITY shall not pay salaries, wages, or other compensation to
CONSULTANT for performing services hereunder for CITY. CITY shall not be liable for
compensation or indemnification to CONSULTANT for injury or sickness arising out of
performing services hereunder.
12. Notices
Any notices which either party may desire to give to the other party under this
Agreement must be in writing and may be given either by 1) personal service, 2) delivery
by a reputable document delivery service, which provides a receipt showing date and
time of delivery, or 3) mailing in the United States Mail, certified mail, postage prepaid,
return receipt requested, addressed to the address of the party as set forth below or at
any other address as that party may later designate by notice:
CITY: City of Moorpark
799 Moorpark Avenue
Moorpark, CA 93021
Attn: City Manager
CONSULTANT: Godbe Research
4695 MacArthur Court, 11th Floor
Newport Beach, CA 92660
Page a of 7
000038
Attn: Leslie Godbe
13. Assignment
The CONSULTANT shall not assign the performance of this Agreement, nor any
part thereof, nor any monies due hereunder, without prior written consent of the CITY. It
is understood and acknowledged by the parties that CONSULTANT is uniquely qualified
to perform the services provided for in this Agreement.
14. Entire Agreement
This written Agreement, including all writings specifically incorporated herein by
reference, shall constitute the complete Agreement between the parties hereto. No oral
Agreement, understanding, or representation not reduced to writing and specifically
incorporated herein shall be of any force or effect, nor shall any such oral Agreement,
understanding, or representation be binding on the parties hereto. Should interpretation
of this Agreement, or any portion thereof, be necessary, it is deemed that this Agreement
was prepared by the parties jointly and equally, and shall not be interpreted against
either party on the ground that the party prepared the Agreement or caused it to be
prepared. No waiver of any provision of this Agreement shall be deemed or shall
constitute, a waiver of any other provision, whether or not similar, nor shall any such
waiver constitute a continuing or subsequent waiver of the same provisions. No waiver
shall be binding, unless executed in writing by the party making the waiver.
15. Anti - Discrimination
In the performance of the terms of this Agreement, CONSULTANT agrees that it
will not engage in, nor permit such subcontractors as it may employ, to engage in
discrimination in employment of persons because of the age, race, color, creed, sex,
sexual orientation, national origin, ancestry, religion, physical disability, medical
disability, medical condition, or marital status of such persons. Violation of this provision
may result in the imposition of penalties referred to in the Labor Code of the State of
California Section 1735.
16. General Conditions
a) CONSULTANT agrees to limit its actions related to economic interest and
potential or real conflicts of interest as such as defined by applicable State law to the
same standards and requirements for designated CITY employees.
b) CITY shall not be called upon to assume any liability for the direct payment of
any salary, wage or other compensation to any person employed by CONSULTANT
performing services hereunder for CITY.
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c) At the time of 1) termination of this Agreement or 2) conclusion of all work, all
original reports, documents, calculations, computer files, notes, and other related
materials whether prepared by CONSULTANT or its subcontractor(s) or obtained in the
course of providing the services to be performed pursuant to this Agreement shall
become the sole property of CITY. Any word processing computer files provided to CITY
shall use Microsoft Word for Windows software.
d) Nothing contained in this Agreement shall be deemed, construed or
represented by CITY or CONSULTANT or by any third person to create the relationship
of principal or agent, or of a partnership, or of a joint venture, or of any other association
of any kind or nature between CITY and CONSULTANT.
e) Cases involving a dispute between CITY and CONSULTANT may be decided
by an arbitrator if both sides agree in writing on the arbitration and on the arbitrator
selected, with costs proportional to the judgment of the arbitrator.
f) The captions and headings of the various Sections and Exhibits of this
Agreement are for convenience and identification only and shall not be deemed to limit
or define the content of the respective Sections and Exhibits hereof.
g) If any portion of this Agreement is held by a court of competent jurisdiction to
be invalid, void, or unenforceable, the remaining provisions will never - the -less continue
in full force without being impaired or invalidated in any way.
h) No officer, employee, director or agent of the CITY shall participate in any
decision relating to this Agreement which affects the individual personal interest or the
interest of any corporation, partnership, or association in which he is directly or indirectly
interested, or shall any such person have any interest, direct or indirect, in this
Agreement or the provisions thereof.
17. Governing Law
The CITY and CONSULTANT understand and agree that the laws of the State of
California shall govern the rights, obligations, duties, and liabilities of the parties to this
Agreement and also govern the interpretation of this Agreement.
This Agreement is made, entered into, and executed in Ventura County,
California, and any action filed in any court or for arbitration for the interpretation,
enforcement or other action of the terms, conditions or covenants referred to herein shall
be filed in the applicable court in Ventura County, California.
18. Authority to Execute this Agreement
The person or persons executing this Agreement on behalf of CONSULTANT
warrants and represents that this individual has the authority to execute this Agreement
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iii' �
on behalf of the CONSULTANT and has the authority to bind CONSULTANT to the
performance of its obligations hereunder.
IN WITNESS WHEREOF, the parties hereto have caused this Agreement to be
executed the day and year first above written.
CITY OF MOORPARK:
CONSULTANT:
Godbe Research
Steven Kueny Leslie Godbe
City of Moorpark CEO
ATTEST:
Deborah S. Traffenstedt, City Clerk
Exhibit "A ": Proposal for Professional Services
Exhibit "B ": Insurance Requirements
Page 7 of 7
000041
GCOEE ?ESC4RCH
.,:� In StIFr
EXHIBIT A
July 12, 2007
Mr, Hugh Riley
Assistant City Manger
City of Moorpark
799 Moorpark Avenue
Moorpark, CA 93021
Mr. Riley:
Godbe Research is very pleased to be working with the City of Moorpark (Moorpark) on
this important voter opinion research project. The project will be designed to study the
feasiblity of placing a bond or tax measure on the ballot in Moorpark in an upcoming 2008
election cycle. The attached scope, standard business terms, and project costs shall
serve as an agreement for the tasks outlined below.
1. One in- person kick -off meeting and conference calls as needed with Moorpark to
discuss the research objectives for the study, questionnaire design, and other
related topics.
2. Drafting and refining an applicable voter survey instrument of approximately 15 to
18- minutes in length.
3. Pre - testing the survey questionnaire.
4. Developing a stratified and clustered sample of Moorpark voters likely to vote in
the 2008 election cycles of interest (e.g. February primary, May mail ballot, June
general, etc.).
5. Translation of the survey into Spanish and interviewing for up to 8% of all
interviews (optional).
6. CATI programming the survey instrument for efficient data collection.
7. Conducting telephone interviews with 400 (n =400) Moorpark, voters according to
a strict interviewing and sampling protocol. The length of each interview will be
between 15 to 18- minutes and the City will only be charged for the option on the
4'" page of this agreement that reflects the actual final fielded survey length.
8. Processing the data collected according to strict quality control standards.
9. Producing complete cross - tabulations of the survey data.
10. Producing a written report of findings and a complete set of crosstabulations.
11. An in- person presentation of findings to the City of Moorpark.
Half of the amount for the project will be due to Godbe Research upon approval of the
survey questionnaire for pre- test/fielding. The remaining half will be due upon delivery of
the topline report to the City of Moorpark.
Sincerely: Agreed and Accepted By:
Ms. Leslie Godbe Mr. Steven Kueny
CEO City Manager
Godbe Research City of Moorpark
Date Date
000042
t a:.
GODHE RESEA.RC!,
r,.rn 1 11..t•
STANDARD BUSINESS TERMS AND CONDITIONS
GODBE RESEARCH
Contracts and agreements between Godbe Research and its clients include the following general
terms and conditions unless otherwise specified in a contract or agreement.
Flat Fees. Unless otherwise specified, Godbe Research charges a flat fee for all or a portion of its
services to a client in lieu of hourly charge.
Hourly Rates. The firm may opt to bill its staff time at specified hourly rates for each staff member.
When estimated hours are noted these are our best estimates of how long a job will take. Actual
hours incurred are logged on employee time sheets and final billings to clients are based on these
actual figures. Hourly charges apply to all firm staff working for the client with the exception of
general clerical support. Work on specifically clerical projects is billed at normal hourly rates.
Advance Payment. In order to finance the client's work, the firm's policy is to require advance
payment for telephone interviewing. Advance payment of fees or hourly charges is normally
required, particularly in the case of new clients.
Subcontractors' Fees. Should the firm retain a special employee solely for the purpose of providing
services to a client, a fee equal to 15 percent of the costs of such person will be charged to cover
the firm's payroll costs.
Late Charges. Invoice terms are 30 days net unless otherwise specified in the agreement. A late
charge of 1.5 percent per month will apply on any amounts not paid within thirty (30) days of the
date of an invoice.
Indemnity. All copy will be approved by the client in advance of production. Each party shall
indemnify, defend and hold harmless the other party from and against any loss, claim, action,
course of action (including without limitation any defamation action), judgment, damage, cost or
expense (including attorneys' fees and costs) arising out of any actions of, or materials written by,
or information supplied by the other party.
Acting as Agent. In compliance with California sales tax regulation, Godbe Research is designated
as an Agent for the acquisition of tangible personal property and services as they apply to its
clients' advertising and sales promotion activities.
Ownership of Materials. In producing finished products, it is expressly understood that ownership
of all materials purchased by Godbe Research to complete the property to be produced passes to
its clients at the time of purchase and prior to any use by Godbe Research.
Independent Contractor. The agency shall perform the services as an independent contractor and
shall not be treated as an employee of the client for federal, state or local tax purposes or for any
other purpose.
Entire Agreement. This agreement constitutes the entire agreement among the parties with
respect to the subject matter and supersedes any prior negotiations, understanding or agreement.
Successors. Any agreement between the agency and a client shall be binding upon, the heirs,
successors and assignors of the parties.
Godbe
Moorpark
000043
Go^ee ke5FAROa
Termination. Any termination of this agreement by the client, after being signed, shall be of mutual
consent. If the agreement is terminated, Godbe Research will bill the client for all work completed
to date (including subcontractors' work) plus a 15% termination fee.
Attorneys' Fees. Should any action be brought by one party against the other party to enforce any
agreement, the prevailing party shall be entitled to recover from the other party its reasonable
attorneys' fees, costs and expenses.
Governing Law; Venue. Any agreement between the agency and a client shall be governed by
California law and any action arising out of it shall be instituted and prosecuted only in the
Municipal or Superior Court of the County of Orange.
Godbe
Moorpark
Rev. 1/27/97
000044
GODBE RMARCH
y,n im,u�h�
PROJECT COSTS
To allow maximum flexibility in choosing the parameters of the project, Godbe Research has
provided costs for a 15 to 18- minute survey of 400 (n =400) City of Moorpark voters, with an
option for Spanish language translation and interviewing . The City will only be billed for the
survey length and Spanish /no- Spanish option below that reflects the actual fielded length of the
survey with or without Spanish language translation and interviewing. The prices below are firm
and fixed and will not change, provided the parameters of the project (survey length, sample size,
etc.) do not change from those outlined in this agreement or the Godbe Research proposal, dated
July 2, 2007. Should project parameters change, Godbe Research will be happy to provide
amended costs prior to moving forward.
Survey of 400 (n =400) Moorpark Voters
Project Task
15 -min.
18 -min.
Listed Voter Sample
$925.00
$925.00
CATI Programming
$925.00
$1,075.00
Survey Pretest
$350.00
$350.00
Telephone Interviewing
$9,120.00
$10,480.00
Data Processing
$650.00
$770.00
Research Fee
$7,250.00
$7,500.00
Project Management
$2,500.00
$2,500.00
Miscellaneous Expenses
$250.00
$250.00
English Only Total
$21,970.00
$23,850.00
Spanish Language Translation
$870.00
$1,020.00
Spanish Language Surcharge
$500.00
$700.00
English and Spanish Total
$23,340.00
$25,570.00
Sincerely:
Ms. Leslie Godbe
CEO
Godbe Research
Date
Agreed and Accepted By:
Mr. Steven Kueny
City Manager
City of Moorpark
Date
000045
PROPOSAL TO CONDUCT A VOTER
OPINION RESEARCH STUDY
Presented to The City of Moorpark
000046
C 0 V .'R, x 7 T T E R
July 2, 2007
Mr. Hugh Riley
Assistant City Manger
City of Moorpark
799 Moorpark Avenue
Moorpark, CA 93021
Mr. Riley,
Godbe Research is pleased to submit this proposal to the City of Moorpark (Moorpark)
to conduct voter polling to primarily determine the feasibility of placing a bond or tax
measure on an upcoming ballot in 2008. Since our founding in 1990, Godbe Research
has worked diligently to become a recognized State leader in public opinion research
and has vast experience in conducting public opinion research for hundreds of cities,
public safety agencies, counties, parks and recreation districts, and other public
agencies. With a staff of highly trained and experienced researchers (all Master's or
Ph.D. level) and a commitment to providing superior quality research and client
services, we trust you will find our qualifications exceptional.
Based on our understand of the project at this point, we understand that Moorpark is
looking to gauge voter support for a potential bond or tax measure to be placed on the
ballot sometime in 2008 (e.g. February, May mail ballot, June, November, etc.). The
funding from the revenue measure will ideally support a new library, community center,
and other Moorpark facilities and services needs. Given our recent experience in
helping our local government clients explore voter support for multiple funding needs,
we feel that Godbe Research is the perfect firm to accomplish the goals of Moorpark.
This includes recent projects (last two years) to test multiple funding programs (e.g.
libraries and /or roads/streets and /or police facilities /salaries, etc.) for the Cities of Palm
Springs, Costa Mesa, El Cerrito, San Rafael, San Bruno, Apple Valley, Palmdale,
Sunnyvale, Novato, Covina, Encinitas, Menlo Park, Livermore, Sunnyvale, Patterson,
and Riverside, among others. In addition, Godbe Research also has local experience
having conducted voter opinion studies research for central - southem Ventura and
northern Los Angeles County agencies such as the Moorpark Unified School District,
Port Hueneme Elementary School District, and Cities of Santa Paula, Santa Clarita,
and Palmdale.
Godbe Research has designated Dr. Alice Chan (Director of Research) and Bryan Godbe
(President) as the Co- Project Managers for the Moorpark voter opinion research project.
They will be assisted by Gayatri Kuber (Research Analyst), and by Jacob Rannels or Dr.
Amelia Caine (Senior Research Managers), if needed. If you have any questions or need
more information, please contact me directly at cwhesterftgodberesearch.com or 866-
835 -9273 ext. 121.
Regards,
Charles Hester
Director of Business Development
00004':
PROJECT UNDERSTANDING AND APPROACH
Godbe Research is a recognized leader in voter opinion research for California cities,
school districts, counties, park and recreation districts, and other local government
agencies. The firm believes that a project's success depends on recognizing the
individual needs of each client. To this end, Godbe Research has crafted the following
project plan for the City of Moorpark (Moorpark) to illustrate the types of
considerations that go into each of our research projects.
Research Objectives
Before beginning any research project, Godbe Research will carefully review the goals
and research objectives of each client to create a sound sampling design and project
work plan. Based on a review of Moorpark's research objectives, we understand that
the City has several research objectives for the voter polling, the most important of
which is assessing voter support for a potential tax or bond measure to be placed on
the ballot in an upcoming 2008 election cycle. Accordingly, services for the study will
include:
• determining issues of importance to voters in Moorpark;
• assessing the spending priorities of voters in Moorpark;
• determining baseline and informed support for a potential bond or tax measure in
the City, based on Moorpark's' funding needs (facilities, services, or both);
• determining the best election cycle or cycles in which to the measure on the
ballot (e.g. February 2008 Primary, May 2008 mail ballot, June 2008 General,
etc.);
• identifying the maximum tax threshold and potentially total bond amount
supported by the necessary percentage of Moorpark voters;
• identifying how support for the measure being tested depends on the various
projects and programs that could be funded by the measure;
• examining the impact of various statements on voter support for the measures
(arguments 'for' and 'against' the measures);
• identifying how best to package the measure so that the necessary percentage of
voters can be expected to support the measure when placed on the ballot, and,
• collecting demographic information on voters in Moorpark not already contained
in the voter file for profiling and segmentation purposes.
Secondary Research
As part of the research process, Godbe Research will carefully review Moorpark
resident and voter demographics, any previous polling and campaign data, as well as
other information that will be useful data in guiding this current survey of Moorpark
voters.
000048
Sampling Method
Godbe Research's approach to any quantitative research project includes rigorous
attention to research methodology. The first step in this process is to determine the
appropriate sampling method and sample size to meet a client's research objectives,
reduce the sampling error to an acceptable level, and conform to our client's budget
for this project.
Because this study is interested in assessing the feasibility of passing a revenue
measure sometime in 2008 (e.g. February, June, May mail ballot, etc.), Godbe
Research recommends sampling voters who are likely to vote in the February 2008
election cycle, matched against other 2008 election cycles. This will allow us to flag
likely voters in a variety of 2008 cycles for comparison purposes and for targeting any
potential 'pre - electoral' campaign based on the survey findings.
In order to accurately understand the opinions of that portion of the electorate that is
expected to participate in an election, one must consider each individual's voting
history and assess their likelihood of participating in the election of interest. This will
maximize the reliability of the research. Once Godbe Research has identified voters
who are likely to participate in the elections of interest, the sample is drawn by
stratifying the universe of residents by characteristics known to be related to voting
behavior, such as age, partisanship, gender, household party type, and geography.
Voters are then randomly selected into clusters based on their demographic profiles.
This method ensures that the resulting sample will accurately represent the universe
of voters specified in the sampling frame.
Sample Size
Given that there are an estimated 17,223 total voters, and between 6,863 (June) and
15,878 (November) voters in the three 2008 general election cycles, Godbe Research
recommends an overall sample size of 400 (n =400) voters. This will allow for analysis
at the overall City level and reduce the statistical margin of error to an acceptable level
for most of the voter subgroups we will want to analyze (geography, income,
partisanship, length of residence, voting propensity, household party type, etc.). The
overall margin of error for a sample size of 400 (n =400) will be no greater than 5% at
the 95% confidence level when looking at the likely voter universes for 2008 in the City
of Moorpark.
Survey Instrument
To capture a detailed 'picture' of voter opinions on the various issues and needs,
Godbe Research estimates that it will take approximately 15 to 20- minutes to
administer each interview. Special care will be taken to ensure the methodological
structure of the survey is comparable to any prior studies that may have been
conducted for Moorpark as well as so the survey can be tracked over time.
Survey Pretest
After a draft of the survey has been finalized, the document will be pretested at the
data collection facility on contract for the project. Even after over 17 years in business
and without a single survey having to be pulled out of the field, Godbe Research still
pretests all of our interviewing projects. This is to ensure the document can be read to
respondents in the time budgeted; the words, phrases and subject matter are easily
understood by the respondents; the answer categories match what the respondents
want to say and the document achieves the research objectives identified at the onset
of the project.
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Translation
Godbe Research has, in the past, conducted surveys in Spanish, Korean,
Vietnamese, Tagalog, Japanese, Malay, Mandarin, Thai, Hmong, Cantonese, and
Khmer. Based on a review of Moorpark voter demographics, we have identified that
approximately 15% of all voters, and between 10% (June) and 14% (November) of
likely voters in 2008 are of Latino ethnicity.
Given that monolingual Spanish speaking rates for voters are much less than for the
general resident population (approx. 10% to 12% vs. upwards of 33% in some
communities), we usually do not recommend survey translation and interviewing in
Spanish for an overall voter Latino population of less than 15 to 20 %. Having said
this, we understand that Moorpark and southern Ventura County have many long time
Latino residents and that they make up a very important voting block. Thus, we have
provided optional costs in our Cost Proposal to translation the survey and conduct up
to 8% of all interviews in Spanish, not only for monolingual Spanish speaking voters
but also for Latino voters that would simply be more comfortable responding in
Spanish.
CATI Programming
Once the pretest results have been integrated into the final instrument, it will be sent
to the data collection facility to be programmed into a computer- assisted telephone
interviewing system (CATI). While CATI programming takes about two days to
complete before the data collection can begin, its benefits far outweigh the costs
associated with its implementation in the data collection process. These benefits
include: automatically routing the interviewer through the interview to ensure skip -
patterns are properly navigated, allowing the entry of only legal codes in any particular
field which prevents many data entry errors, and assisting supervisorial tasks by
ensuring that the appropriate number of call -backs are made at the specified times.
CATI programming is another one of our quality assurance and control procedures.
Data Collection
Once the CATI programming has been completed, data collection will take
approximately three to five days to complete, as we will want to be out of the field as
quickly as possible. Godbe Research currently uses several different live - interview
phone banks depending on the type and timing of the survey and each has
outstanding reputations for speed and accuracy. Godbe Research has worked with
each of our data collection firms on more than 150 hundred previous survey projects
each and we have an excellent relationship with each management team.
Quality control measures during data collection include CATI programming the survey
instrument to ensure proper navigation of skip patterns and response options, training
the interviewers on the instrument (minimum 1 hour session), active supervisor
monitoring of interviews, random review of completed surveys to identify and correct
errors, random supervisor call -backs to confirm responses, and daily review of sample
characteristics to ensure that they match the population.
It is important to note that while our interviewers are reading questions from a
computer screen (vs. pen and paper method), we use only live interviewers and do
not "off- shore" data collection for our projects, even to Canada. While this makes us
slightly higher in terms of costs than our competitors that do so, the quality of our data
is much better as we know we are talking to the correct respondent (issue with
computer telephone surveys /IVR) and our interviewers sound like they are from the
communities in which they call (issue with off - shoring).
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Data Cleaning and Processing
The Godbe Research team will personally clean and process the data for the project,
thereby ensuring a level of detail and quality control not possible through
subcontracting data cleaning and processing services. Once the interviewing is
completed, each response is coded and detailed cross - tabulations are produced. The
cross - tabulations generally include age, gender, ethnic group, geography, income,
partisanship, household party type, home ownership, parental status, number of
children and area of residence, as well as other banner points based on attitudinal
data.
Once the data is collected, the sample characteristics are compared to those of the
population to ensure that the data are representative. If disparities exist (which may
arise simply by statistical chance or through known limitations of a sampling design),
Godbe Research's staff are experts in 'weighting' the data to adjust for these
disparities and ensure that the results are representative of the entire population of
interest.
Analysis of Data and Reporting
Analysis of the data and presentation of the findings are the last components of any
research project. Because a concise summary of the data and actionable
recommendations are critical to a client's objectives, Godbe Research takes great
care in analyzing the data and preparing a written final report. Godbe Research's final
reports are the most thorough and insightful in the industry. The quality of the final
report should be one of the main considerations when choosing a consultant. We
strongly recommend that Moorpark compare our reports to those produced by other
firms to appreciate the additional value that can be expected from Godbe Research.
Godbe Research's final report will include all information necessary for the City to
make a sound decision on whether or not to move forward with a revenue measure,
including type, timing, amount, duration, and projects. The City of Moorpark can also
expect a number of easy to read and simple to understand value -added modules, as
we realize that the Moorpark staff, administration, and council are not statisticians. A
brief discussion of each is presented below:
Ballot Question Wording: Godbe Research will recommend a version of the ballot
question that reflects the benefit ranking results from the survey. Furthermore,
we will work with the City Manager, Finance Director, City Council and City
Attorney (and any consultants) to refine that language until it meets the approval
of all key parties.
Tax Threshold Report: In many cases, a voter's decision to vote 'for' or'against'
a measure depends on how much a measure will cost. Godbe Research's tax
threshold report looks at how various tax levels will affect Moorpark's chance of
the revenue measure in order to maximize the revenue amount to meet the City's
needs. We will also look at any impacts of the total bond amount, should we test
a bond measure in the survey, as this is presented to voters in the ballot question
vs. the individual tax rate for taxes.
Geographic Targeting Report: The geographic targeting report is used to
demonstrate how survey findings can be integrated into a field -based
communications effort. This is especially in an important in a City like Moorpark
where partisanship and support will vary by geography and length of residence
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(new vs. historic Moorpark, new vs. long time residents, very republican areas,
etc.).
Election Timing Report: The election timing report section will describe the
factors associated with the various election cycles Moorpark is considering,
integrate these factors with survey findings, and determine if there are any
potential problems with that date (e.g. any competing measures from Ventura
County).
Household Targeting Report: Godbe Research is a state leader in targeting
voters through an analysis of various household demographic groupings.
Household targeting acknowledges the fact that most local elections rely heavily
on direct mail to communicate to voters. When a mail piece reaches a
household, a campaign cannot control who will view the piece. In some cases,
the addressee will view the piece, other times only the first person to pick up the
mail will see the piece and many times an entire household will view the piece.
Because of this, our household targeting report interprets survey results and
demonstrates how they can be used to communicate with targetable household
groups. Godbe Research's household targeting report frequently looks at
household targeting in terms of household parry type, household gender makeup,
household absentee history, and household age characteristics.
Godbe Research's Profile of Voters: Godbe Research has created a proprietary
model used to create a profile of "Strong support," "Potential support," and
"Strong opposition ". These profiles outline the various voter subgroups and their
level of support for targeting supporters in any education /outreach or other
campaign. We will provide this for each revenue measure by the most viable
election cycle.
Project Presentations
Godbe Research will also develop a concise PowerPoint presentation of the survey
findings and our recommendations to present to Moorpark staff, City Council, and
other stakeholder groups. In addition, we will also remain available to answer any
questions or provide more information on the polling results after the project is
completed and throughout any resulting campaign to educate or support any measure
or measures. This service is offered to each of our clients, and moreover, it is offered
without any additional fees or charges, as we do not practice 'hit and run' projects.
Innovative Research Services
In our voter opinion research studies, we are often asked about other services to help
support the survey process. One of these services is to hold a 'study session' or
individual interviews with Council members before developing the survey. These
interviews and study sessions usually involve educating the Council on the benefits of
the survey and the survey process in general, especially if the City or individual
Councilmembers have not been through the revenue measure process before or in
long time. In addition, they also serve to gather opinions and attitudes from
Councilmembers on what topics and themes they would like to see in the survey
questionnaire. These interviews usually take approximately 30- minutes each and a
typical study session might take an hour and half to two hours, given that there are
five to seven members attending this session, which in the past has been during
regularly scheduled public meetings.
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Another service we often provide is follow -up focus groups of 'swing' voters. These
are voters that answered 'likely yes' and 'likely no' to the second ballot test in terms of
would they vote for the measure. We then flag these respondents and bring them in
for focus groups where we explore projects, messages, and themes that might
change a 'likely no' voter to a 'likely yes' or 'definitely yes' voter and a 'likely yes' voter
to a 'definitely yes' voter. 'Definitely yes' and 'definitely no' voters are not included as
they are usually a waste of resources, given that one group is going to support the
measure anyway and the other never will.
Pre - Electoral and Campaign Consultant Recommendations
After the project has been completed, and if the City is advised to move forward with
one or more measures, Godbe Research can offer our recommendations on qualified
campaign consultants to work with the City and the campaign committee. Godbe
Research has worked with a variety of consultants on revenue measures and
assessments over the past 17 years, and we have good insight into what consultant
might work best with an agency given that consultant's experience, fees, and
approach. Should the City already have a consultant or a consultant in mind, we are
happy to work with any consultant already selected and have probably already worked
with that consultant in the past.
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Because of our experience in conducting voter opinion research for a wide variety of
clients including counties, cities, transportation planning agencies, school districts,
library districts, and parks and recreation districts, Godbe Research generally prefers
to conduct a voter survey over about six to eight weeks. Having said this, we have
conducted revenue measure feasibly /voter opinion research studies in as little as 10
days. Godbe Research is happy to work with Moorpark to develop a time line that
meets the City's needs. Moorpark meetings (e.g. project kick off meeting) and tasks
(e.g. questionnaire review) have been italicized for easy review. Please note that
some tasks below (e.g. sample design and questionnaire development) can be
completed concurrently.
Project Task Approx. Time
Project Kick -Off Meeting with Moorpark 1 Day (1 to 2 hours)
Review of Previous Surveys and Data 2 to 3 Days
Questionnaire Drafting and Refinement 5 to 7 Days
Sample Development 2 to 3 Days
Moorpark Review of Survey Instrument
5 to 7 Days
Questionnaire Revisions
2 to 3 Days
Pretest and CATI Programming
2 to 3 Days
Spanish Language Translation (optional)
3 to 4 Days
Data Collection / Interviewing
3 to 5 Days
Initial Data Processing
2 to 3 Days
Topline /Initial Data Meeting with Moorpark
1 Day (1 to 2 hours)
Data Analysis and Report Writing
10 to 14 Days
Moorpark Review of Project Report
10 to 14 Days
Report Changes (if necessary)
3 to 4 Days
Presentation of Findings to Moorpark Staff,
Anytime After Final Report
Administration and City Council
Submittal
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EXHIBIT B
Insurance Requirements
Prior to the beginning of and throughout the duration of the Work, CONSULTANT
will maintain insurance in conformance with the requirements set forth below.
CONSULTANT will use existing coverage to comply with these requirements. If that
existing coverage does not meet the requirements set forth here, CONSULTANT agrees
to amend, supplement or endorse the existing coverage to do so. CONSULTANT
acknowledges that the insurance coverage and policy limits set forth in this section
constitute the minimum amount of coverage required. Any insurance proceeds available
to CITY in excess of the limits and coverage required in this Agreement and which is
applicable to a given loss, will be available to CITY.
CONSULTANT shall provide the following types and amounts of insurance:
Commercial General Liability Insurance using Insurance Services Office "Commercial
General Liability" policy form CG 00 01 or the exact equivalent. Defense costs must be
paid in addition to limits. There shall be no cross liability exclusion for claims or suits by
one insured against another. Limits are subject to review but in no event less than
$1,000,000 per occurrence and $2,000,000 in the aggregate.
Professional Liability or Errors and Omissions insurance as appropriate shall be written
on a policy form coverage specifically designed to protect against acts, errors or
omissions of the CONSULTANT and "Covered Professional Services" as designated in
the policy must specifically included work performed under this agreement. The policy
limit shall be no less than $1,000,000 per claim and in the aggregate. The policy must
"pay on behalf of the insured and must include a provision establishing the insurer's
duty to defend. The policy retroactive date shall be on or before the effective date of this
agreement.
Business Auto Coverage on ISO Business Auto Coverage form CA 00 01 including
symbol 1 (Any Auto) or the exact equivalent. Limits are subject to review, but in no event
to be less than $1,000,000 per accident. If CONSULTANT owns no vehicles, this
requirement may be satisfied by a non -owned auto endorsement to the general liability
policy described above. If CONSULTANT or CONSULTANT employees will use
personal autos in any way on this project, CONSULTANT shall provide evidence of
personal auto liability coverage for each such person.
Workers' Compensation on a state - approved policy form providing statutory benefits as
required by law with employer's liability limits no less than $1,000,000 per accident or
disease.
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Insurance procured pursuant to these requirements shall be written by insurers that are
admitted carriers in the State of California and with an A.M. Bests rating of A- or better
and a minimum financial size VII.
General conditions pertaining to provision of insurance coverage by CONSULTANT.
CONSULTANT and CITY agree to the following with respect to insurance provided by
CONSULTANT:
CONSULTANT agrees to have its insurer endorse the third party general liability
coverage required herein to include as additional insureds CITY and the City of
Moorpark, its officials, employees, servants, agents, and independent consultants
( "CITY indemnities "), using standard ISO endorsement No. CG 2010 with an
edition prior to 1992. CONSULTANT also agrees to require all contractors and
subcontractors to do likewise.
2. No liability insurance coverage provided to comply with this Agreement shall
prohibit CONSULTANT, or CONSULTANT'S employees, or agents, from waiving
the right of subrogation prior to a loss. CONSULTANT agrees to waive
subrogation rights against CITY regardless of the applicability of any insurance
proceeds, and to require all contractors and subcontractor's to do likewise.
3. All insurance coverage and limits provided by CONSULTANT and available or
applicable to this Agreement are intended to apply to the full extent of the policies.
Nothing contained in this Agreement or any other agreement relating to the CITY
or its operations limits the application of such insurance coverage.
4. None of the coverages required herein will be in compliance with these
requirements if they include any limiting endorsement of any kind that has not
been first submitted to CITY and approved of in writing.
5. No liability policy shall contain any provision or definition that would serve to
eliminate so- called "third party action over" claims, including any exclusion for
bodily injury to an employee of the insured or any contractor or subcontractor.
6. All coverage types and limits required are subject to approval, modification, and
additional requirements by the CITY, as the need arises. CONSULTANT shall not
make any reductions in scope of coverage (e.g. elimination of contractual liability
or reduction of discovery period) that may affect CITY'S protection without CITY'S
prior written consent.
7. Proof of compliance with these insurance requirements, consisting of certificates
of insurance evidencing all of the coverages required and an additional insured
endorsement to CONSULTANT'S general liability policy, shall be delivered to
CITY at or prior to the execution of this Agreement. In the event such proof of any
insurance is not delivered as required, or in the event such insurance is canceled
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at any time and no replacement coverage is provided, CITY has the right, but not
the duty, to obtain any insurance it deems necessary to protect its interests under
this or any other agreement and to pay the premium. Any premium so paid by
CITY shall be charged to and promptly paid by CONSULTANT or deducted from
sums due CONSULTANT, at CITY option.
8. Certificates of insurance are to reflect that the insurer will provide 30 days notice
to CITY of any cancellation of coverage. CONSULTANT agrees to require its
insurer to modify such certificates to delete any exculpatory wording stating that
failure of the insurer to mail written notice of cancellation imposes no obligation, or
that any party will "endeavor" (as opposed to being required) to comply with the
requirements of the certificate.
9. It is acknowledged by the parties of this Agreement that all insurance coverage
required to be provided by CONSULTANT or any subconsultant, is intended to
apply first and on a primary, non - contributing basis in relation to any other
insurance or self insurance available to CITY.
10. CONSULTANT agrees to ensure that subcontractors, and any other party
involved with the project, who is brought onto or involved in the project by
CONSULTANT, provide the same minimum insurance coverage required of
CONSULTANT. CONSULTANT agrees to monitor and review all such coverage
and assumes all responsibility for ensuring that such coverage is provided in
conformity with the requirements of this section. CONSULTANT agrees that upon
request, all agreements with subcontractors and others engaged in the project will
be submitted to CITY for review.
11. CONSULTANT agrees not to self- insure or to use any self- insured retention or
deductibles on any portion of the insurance required herein and further agrees
that it will not allow any contractor, subcontractor, or other entity or person in any
way involved in the performance of work on the project contemplated by this
agreement to self- insure its obligations to CITY. If CONSULTANT'S existing
coverage includes a deductible or self- insured retention, the deductible or self -
insured retention must be declared to the CITY. At that time the CITY shall review
options with the CONSULTANT, which may include reduction or elimination of the
deductible of self- insured retention, substitution of other coverage, or other
solutions.
12. The CITY reserves the right at any time during the term of the contract to change
the amounts and types of insurance required by giving the CONSULTANT ninety
(90) days advance written notice of such change. If such change results in
substantial additional cost to the CONSULTANT, the CITY will negotiate
additional compensation proportional to the increased benefit to CITY.
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13. For purposes of applying insurance coverage, only, this Agreement will be
deemed to have been executed immediately upon any party hereto taking any
steps that can be deemed to be in furtherance of or towards performance of this
Agreement.
14. CONSULTANT acknowledges and agrees that any actual or alleged failure on the
part of the CITY to inform CONSULTANT of non - compliance with any insurance
requirement in no way imposes any additional obligations on CITY nor does it
waive any rights hereunder in this or any other regard.
15. CONSULTANT will renew the required coverage annually as long as CITY, or its
employees or agents face an exposure from operations of any type pursuant to
this Agreement. This obligation applies whether or not the Agreement is canceled
or terminated for any reason. Termination of this obligation is not effective until
CITY executes a written statement to that effect.
16. CONSULTANT shall provide proof that policies of insurance required herein
expiring during the term of this Agreement have been renewed or replaced with
other policies providing at least the same coverage. Proof that such coverage has
been ordered shall be submitted prior to expiration. A coverage binder or letter
from CONSULTANT'S insurance agent to this effect is acceptable. A certificate of
insurance and /or additional insured endorsement is required in these
specifications applicable to the renewing or new coverage must be provided to
CITY within five days of the expiration of the coverages.
17. The provisions of any Workers' Compensation or similar act will not limit the
obligations of CONSULTANT under this Agreement. CONSULTANT expressly
agrees not to use any statutory immunity defenses under such laws with respect
to CITY, its employees, officials, and agents.
18. Requirements of specific coverage features or limits contained in this section are
not intended as limitations on coverage, limits or other requirements nor as a
waiver of any coverage normally provided by any given policy. Specific reference
to a give coverage feature is for purposes of clarification only as it pertains to a
given issue, and is not intended by any party of insured to be limiting or all -
inclusive.
19. These insurance requirements are intended to be separate and distinct from any
other provision in this Agreement and are intended by the parties here to be
interpreted as such.
20. The requirements in this Section supersede all other sections and provisions of
this Agreement to the extent that any other section or provision conflicts with or
impairs the provisions of this Section.
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21. CONSULTANT agrees to be responsible for ensuring that no contract used by
any party involved in any way with the project reserves the right to charge CITY or
CONSULTANT for the cost of additional insurance coverage required by this
Agreement. Any such provisions are to be deleted with reference to the CITY. It is
not the intent of CITY to reimburse any third party for the cost of complying with
these requirements. There shall be no recourse against CITY for payment of
premiums or other amounts with respect thereto.
22. CONSULTANT agrees to provide immediate notice to CITY of any claim or loss
against CONSULTANT arising out of the work performed under this agreement.
CITY assumes no obligation or liability by such notice, but has the right (but not
the duty) to monitor the handling of any such claim or claims if they are likely to
involve CITY.
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