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Regular City Council Meeting Monday,January 13, 2014 Page 21 data, only 35% of the population were shown to be in that same category. Ms. Clink questioned if that indicated an oversampling of the demographic or if it was not proportionally representing the City. However, a survey was designed, Ms. Clink opined that is was important to determine how to design it to get a repre- sentative sampling of the City. Ms. Clink further opined that it was important for either a phone or written survey to note not only age range, but also ethnicity; and to provide a way to receive re- sponses from those not having English as their first language. Ms. Clink also ad- dressed a 42 minute time commitment for a phone survey, opining that even given her interest in the community she would be hard pressed to commit that amount of time. Roger Hess (spoke previously) Regarding a phone survey, Mr. Hess noted that many people no longer had land lines, and how to access those people via cell phone would need to be addressed. Regarding addressing those in the community not speaking English, Mr. Hess opined that this also needed to be addressed to provide them an opportunity to speak. Mr. Hess opined that the previous survey didn't mean much, and spoke in support of a written survey of 20-30 questions, or using the community newslet- ter's front page to survey residents, along with online or mail in options in order to receive a larger sample of the entire community. If the City wanted to perform a smaller phone survey, Mr. Hess opined that the City would still receive more in- formation from a written survey and broader group, with a narrower number of generic questions, and several questions specific to current subjects. Additional City Council Discussion Mayor Roe thanked the speakers for their thoughtful comments. Mayor Roe noted that survey companies were getting more sophisticated in link- ing to other phone; and expressed consideration for addressing other languages with surveyors. Regarding the representative sampling, Mayor Roe noted that survey companies had a way to analyze data to weight answers and de- mographics, providing more weight to different groups if not responsive in providing more input. Councilmember Willmus suggested steps could be taken for a firm to broaden their demographic profile, and seek their input on what steps they would take to implement that. Councilmember McGehee suggested the chosen firm provide information to the City on response data, allowing the City to perform its own weighting as well. Mayor Roe pointed out, that to be a statistically valid survey, the company had to take that information into account; noting that they were the mathematicians al- lowing for a certain margin of error.