Continental Research
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4500 Colley Avenue
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Norfolk, VA 23508
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Methodology
(cont’d)
A special set of questions was included in 2014 to inquire about residents’ use of the Internet,
opinions about the Chesapeake Jubilee, and the household’s disaster preparedness. Near the
end of the survey, several demographic items were asked (e.g., age, income, ethnic origin, Zip
Code, neighborhood area, and gender). A copy of the questionnaire is included in an Appendix.
After the draft questionnaire was finalized, it was pre-tested by senior staff members on a sub-
sample of 34 Chesapeake residents. Pre-testing helps isolate any wording difficulties or
question sequencing problems, and it identifies design or format changes that could improve the
overall flow of the interview. Only minor changes were suggested by the pre-test. The final
version of the survey took an average of 16 minutes to administer. Although this is rather long,
most residents who were contacted were happy to participate.
Two sample sources were used for this survey. First, a random sample of Chesapeake landline
telephone numbers was drawn byContinental Research. Using a proprietary computer program,
a two-digit randomizing technique transformed the last two digits of each phone number to
random digits, so both new residents and unlisted numbers would be included. While the
fieldwork for this is more time-consuming (because it results in a larger number of
“Disconnects”), it produces higher-quality data. The resulting residential phone numbers were
then screened to eliminate businesses and non-working numbers. About 72% of the initial
sample consisted of landlines.
Then, to address the diminishing number of landlines used as primary communications devices,
a second community sample of just over 28% cell phones was purchased. No random digits
were added to those phone numbers. The use of cell phones enhances the representative
nature of the sample, encouraging proper age, income, and racial distributions. By using about
72% landlines and 28% cell phones, researchers are able to conduct interviews with a good
cross-section of Chesapeake residents.
A team of seven professional, staff interviewers conducted the surveys. Each had extensive
training and years of experience prior to working on this project. Several had been assigned to
prior City surveys. On October 1 , a project briefing was held by the Sr. Project Manager.
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Important instructions on using the questionnaire were presented, and current issues relating
to Chesapeake were discussed. Role-playing exercises were used to practice the proper
technique for administering the interviews verbatim and to test various types of probes before
conducting “live” interviews.
All phone calls originated from the Continental Research offices in Norfolk. Each initial contact
was made between 5:15 and 9:15 p.m. Monday through Thursday or from 4 to 9 p.m. on
Sunday. These interviewing times are the most productive and ensure the inclusion of both
working and non-working adults. Subsequent calls were made at varied times, as requested by
the respondent. Whenever someone asked to be called back at a specific time, a computerized
appointment system managed the schedule.
