2009 Fair Survey Summary Report
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Klickitat County Solid Waste 2003-09 Fair Survey Report Introduction The surveys were conducted over a period of four days during the county fair. Four different surveys were given, each on a different day, with subjects covering Public Outreach, Organics, Recycling and Household hazardous Waste. The purpose of the survey was to measure the knowledge and awareness of county programs and activities by residents of the county. 2009 marks the seventh year we have conducted these surveys. In an effort to motivate people to fill out a survey we give them a coupon which can be redeemed for $1.00 toward the purchase of a food or beverage item at one of the participating local vendor booths during the county fair. Most of these vendors are non-profit groups like the senior class of a local high school or a local chapter of Kiwanna’s. Anyone of any age, a resident of the county or just a visitor from out of state attending the county fair can take the survey and receive a coupon. Information collected on the survey for age and the “town closest to their home” allow us to filter the results later. Below is the unfiltered response for one day of the survey. As you can see it is heavily weighted toward the younger population. 10 or 11 to 19 to Less 18 49 50 + 2003 13.8% 39.8% 17.1% 29.3% 100.0% 2004 19.1% 36.8% 22.1% 22.1% 100.0% 2005 30.5% 52.6% 13.7% 3.2% 100.0% 2006 28.0% 38.7% 16.0% 17.3% 100.0% 2007 38.7% 36.0% 14.7% 10.7% 100.0% 2008 37.3% 20.0% 20.0% 22.7% 100.0% 2009 36% 27% 25% 12% 100.0% Age of Survey Pool 60% 50% 2003 2004 40% 2005 30% 2006 2007 20% 2008 10% 2009 0% 10 or Less 11 to 18 19 to 49 50 + On the following pages the responses shown are filtered to include ages 11 or older from residents of Klickitat County. 1 of 21 Klickitat County Solid Waste 2003-09 Fair Survey Report Public Outreach The public outreach survey attempts to measure which media are most effective at reaching the population. We use direct mail, newspapers, radio, telephone hot line, a web site, public speaking, planned workshops and outreach through public events. Age of Survey Pool: In the most recent filtered results approximately 40% are teens, 40% parental age, and 20% grand parent age. There appears to be a shift from teens to parental age responses over time. 11 to 19 to 18 49 50 + 2003 46.2% 19.8% 34.0% 2004 45.5% 27.3% 27.3% 2005 75.8% 19.7% 4.5% 2006 53.7% 22.2% 24.1% 2007 58.7% 23.9% 17.4% 2008 32% 32% 36% 2009 42% 40% 19% Age of Survey Pool (Filtered) 80% 70% 2003 60% 2004 50% 2005 40% 2006 30% 2007 20% 2008 10% 2009 0% 11 to 18 19 to 49 50 + 2 of 21 Klickitat County Solid Waste 2003-09 Fair Survey Report Community Representation: Goldendale is once again the overwhelming response, which is expected. The county fair is located in Goldendale and Goldendale is the largest population center in the county. Other communities represented are Bickleton, Centerville, Glenwood, Klickitat and Lyle. It is interesting to note that these communities are all less than 40 miles from Goldendale. The communities with very low response are all more than 40 miles from Goldendale. 2003 2004 2005 2006 2007 2008 2009 Alderdale 0.0% 0.0% 0.0% 0.0% 0.0% 1.4% 0.0% Bickleton 4.8% 2.9% 12.4% 6.1% 15.0% 15.1% 9.3% Bingen/WS 1.0% 4.4% 5.6% 4.1% 2.5% 0.0% 2.7% BZHusum 1.0% 1.5% 1.1% 0.0% 2.5% 1.4% 0.0% Centerville 0.0% 4.4% 3.4% 4.1% 5.0% 4.1% 4.0% Dallesport 0.0% 1.5% 0.0% 0.0% 2.5% 2.7% 0.0% Glenwood 2.9% 2.9% 0.0% 8.2% 5.0% 15.1% 1.3% Goldendale 71.4% 48.5% 67.4% 63.3% 57.5% 43.8% 68.0% Klickitat 7.6% 8.8% 5.6% 4.1% 2.5% 2.7% 1.3% Lyle 7.6% 13.2% 0.0% 8.2% 7.5% 1.4% 2.7% MaryHill 1.9% 1.5% 0.0% 0.0% 0.0% 0.0% 0.0% Roosevelt 0.0% 1.5% 0.0% 0.0% 0.0% 1.4% 1.3% Snowden 1.0% 0.0% 2.2% 0.0% 0.0% 0.0% 0.0% TroutLake 1.0% 0.0% 1.1% 2.0% 0.0% 0.0% 1.3% Wishram 0.0% 1.5% 0.0% 0.0% 0.0% 0.0% 0.0% Other 0.0% 0.0% 0.0% 0.0% 0.0% 11.0% 0.0% 100.0% 92.6% 98.9% 100.0% 100.0% 100.0% 92.0% 80.0% 70.0% 2003 60.0% 2004 50.0% 2005 40.0% 2006 30.0% 2007 20.0% 2008 10.0% 2009 0.0% t d e r o er o tat p dal Lyle wden hram th evelt O erdale no utLake is BZHusum S W ld terville Glenwo licki MaryHilloos ro A BickletonBingen/WS K R T en Dalles Golden C 3 of 21 Klickitat County Solid Waste 2003-09 Fair Survey Report Favorite Radio Stations: We run public service announcements on all of the radio stations listed. We also appear on talk shows on KLCK-1400. Station Format: Coverage KMCQ contemporary pop music west/central KLCK oldies/local talk central KYYT country west/central/east KACI am/fm conservative talk west/central/east KIHR contemporary pop music and local talk west KMSW pop/rock/hip-hop west/central KCGB rock/metal west/central Strongest response is for the local country western music station, KYYT, which also happens to have the strongest signal. This response may also reflect the fact that the survey was performed at the local county fair and rodeo event. The response could be quite different if we did it at the Huckleberry Festival in White Salmon. KLCK stands out but is the news/talk/sports source for the Goldendale area. KMCQ has been going through some management and format changes and the responses for this station have been declining over the period. KACI 1300 appeals to an older, more conservative audience. KMSW and KCGB appeal to a younger audience. 2003 2004 2005 2006 2007 2008 2009 KMCQ_Q104 24.8% 25.5% 14.1% 14.3% 10.0% 2% 10% KLCK_1400 26.7% 21.8% 25.0% 28.6% 17.5% 33% 22% KYYT_102-3 38.1% 41.8% 54.7% 57.1% 60.0% 47% 52% KACI_1300 8.6% 12.7% 7.8% 6.1% 12.5% 2% 13% KACI_97-7 8.6% 1.8% 10.9% 6.1% 12.5% 4% 4% KIHR_1340 1.0% 1.8% 1.6% 6.1% 2.5% 2% 0% KMSW_92-7 6.7% 9.1% 7.8% 14.3% 10.0% 2% 6% KCGB_105-5 8.6% 1.8% 4.7% 0.0% 10.0% 2% 3% Radio Stations Heard 70% 60% 50% 2003 40% 2004 30% 2005 20% 2006 10% 0% 2007 0 2008 04 1 34 1300 97-7 2009 _1400 _ _ _1 K Q_Q T_102-3 ACI HR Y K I GB_105-5 MC KLC KACI K C K KY KMSW_92-7 K 4 of 21 Klickitat County Solid Waste 2003-09 Fair Survey Report Age Group 11-18 Radio Station Preference 70.0% 2003 60.0% 2004 50.0% 2005 40.0% 2006 30.0% 2007 20.0% 2008 10.0% 2009 0.0% -3 7-7 340 2-7 Q_Q104 _102 _105-5 LCK_1400 ACI_1300 KMC K K KACI_9 KIHR_1 KMSW_9 KYYT KCGB Age Group 19-49 Radio Station Preference 100.0% 90.0% 2003 80.0% 2004 70.0% 60.0% 2005 50.0% 2006 40.0% 2007 30.0% 20.0% 2008 10.0% 2009 0.0% 0 4 3 I_1300 T_102-3 B_105-5 KMCQ_Q104 KLCK_1400 KAC KACI_97-7 KIHR_1 KMSW_92-7 KYY KCG Age Group 50 + Radio Station Preference 70.0% 60.0% 50.0% 2003 40.0% 2004 30.0% 2005 20.0% 2006 10.0% 2007 0.0% 2008 2009 2-7 _1300 I_97-7 T_102-3 B_105-5 MCQ_Q104 IHR_1340 K KLCK_1400 KACI KAC K KMSW_9 KYY KCG 5 of 21 Klickitat County Solid Waste 2003-09 Fair Survey Report Media Sources Acknowledged: 2003 2004 2005 2006 2007 2008 2009 q4-radio 41.0% 40.0% 40.6% 46.9% 42.5% 51% 55% q5-KC web 19.0% 20.0% 17.2% 32.7% 10.0% 18% 39% q6-SW web 11.4% 3.6% 6.3% 16.3% 2.5% 2% 11% q7-mail 10.5% 23.6% 18.8% 34.7% 42.5% 44% 52% q8-phone 37.1% 7.3% 10.9% 12.2% 12.5% 13% 16% q9-workshop 23.8% 5.5% 18.8% 12.2% 15.0% 7% 18% Information Source: (Age 11 and Up) 60% 50% 2003 2004 40% 2005 30% 2006 2007 20% 2008 10% 2009 0% q4-radio q5-KC web q6-SW web q7-mail q8-phone q9-workshop Information Sources (Age 19 and Up) 90% 80% 2003 70% 2004 60% 2005 50% 2006 40% 2007 30% 20% 2008 10% 2009 0% q4-radio q5-KC web q6-SW web q7-mail q8-phone q9-workshop Radio and Direct Mail continue to be the most well recognized outreach media vehicles, with the web following a strong 3rd place.