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On the Following Pages the Responses Shown Are Filtered to Include Residents of Klickitat County Age 11 Or Older

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On the Following Pages the Responses Shown Are Filtered to Include Residents of Klickitat County Age 11 Or Older Klickitat County Solid Waste 2003-12 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 county residents’ knowledge and awareness of county solid waste programs and activities. 2012 marks the tenth year we have conducted these surveys. In an effort to motivate people to fill out a survey we gave them a coupon which could 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 the vendors are non-profit groups like the senior class of a local high school or a local chapter of Kiwanis. We also include local commercial vendors. 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% 2004 19.1% 36.8% 22.1% 22.1% 2005 30.5% 52.6% 13.7% 3.2% 2006 28.0% 38.7% 16.0% 17.3% 2007 38.7% 36.0% 14.7% 10.7% 2008 37.3% 20.0% 20.0% 22.7% 2009 36.0% 26.7% 25.3% 12.0% 2010 29.3% 40.0% 14.7% 16.0% 2011 20.3% 45.9% 14.9% 18.9% 2012 32.4% 40.5% 13.5% 13.5% On the following pages the responses shown are filtered to include residents of Klickitat County age 11 or older. 1 of 29 Klickitat County Solid Waste 2003-12 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 ads and talk shows, telephone hot line, a web site, public speaking, planned workshops, outreach through public events and onsite visits on request. Age of Survey Pool: In the most recent filtered results approximately 60% are teens, 40% parent or grand parent age. There appears to be a 60/40 split between teens and 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 31.9% 31.9% 36.2% 2009 41.7% 39.6% 18.8% 2010 56.6% 20.8% 22.6% 2011 57.6% 18.6% 23.7% 2012 60.0% 20.0% 20.0% 2 of 29 Klickitat County Solid Waste 2003-12 Fair Survey Report Community Representation: Goldendale area residents make up the majority of the responses, which is expected. The county fair is located in Goldendale and Goldendale is the largest population center in the county, accounting for about 1/3rd of the total county population. 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 either located more than 40 miles from Goldendale or have relatively small populations. All Ages 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 Alderdale 0.0% 0.0% 0.0% 0.0% 0.0% 1.4% 0.0% 0.0% 2.7% 0.0% Bickleton 4.8% 3.2% 12.5% 6.1% 15.0% 15.1% 10.1% 18.3% 16.4% 11.9% Bingen/WS 1.0% 4.8% 5.7% 4.1% 2.5% 0.0% 2.9% 1.4% 0.0% 3.0% BZHusum 1.0% 1.6% 1.1% 0.0% 2.5% 1.4% 0.0% 2.8% 4.1% 6.0% Centerville 0.0% 4.8% 3.4% 4.1% 5.0% 4.1% 4.3% 8.5% 2.7% 9.0% Dallesport 0.0% 1.6% 0.0% 0.0% 2.5% 2.7% 0.0% 0.0% 1.4% 3.0% Glenwood 2.9% 3.2% 0.0% 8.2% 5.0% 15.1% 1.4% 11.3% 5.5% 1.5% Goldendale 71.4% 52.4% 68.2% 63.3% 57.5% 43.8% 73.9% 53.5% 56.2% 50.7% Klickitat 7.6% 9.5% 5.7% 4.1% 2.5% 2.7% 1.4% 1.4% 4.1% 6.0% Lyle 7.6% 14.3% 0.0% 8.2% 7.5% 1.4% 2.9% 1.4% 2.7% 3.0% MaryHill 1.9% 1.6% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% Roosevelt 0.0% 1.6% 0.0% 0.0% 0.0% 1.4% 1.4% 1.4% 0.0% 4.5% Snowden 1.0% 0.0% 2.3% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% TroutLake 1.0% 0.0% 1.1% 2.0% 0.0% 0.0% 1.4% 0.0% 4.1% 0.0% Wishram 0.0% 1.6% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 1.5% Other 0.0% 0.0% 0.0% 0.0% 0.0% 11.0% 0.0% 0.0% 0.0% 0.0% 3 of 29 Klickitat County Solid Waste 2003-12 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 am and KIHR am. 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 the surveys at the Huckleberry Festival in Bingen/White Salmon. KLCK moved its broadcast tower in 2010 so the signal is weaker. It was the news/talk/sports source for the Goldendale area, but in 2011 the live talk show was canceled and listener numbers dropped. KACI 1300 appeals to an older, more conservative audience and has a strong signal during daylight hours. KMSW and KCGB appeal to a younger audience. KIHR, which has the weakest response in this survey is only available in the Bingen/White Salmon area which is not well represented by the survey pool. KMCQ has gone through some management, signal strength and format changes and the responses for this station have declined over the period of the surveys. Age Group 11-18 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 KMCQ_Q104 29.2% 40.0% 18.4% 21.4% 8.7% 6.7% 11.1% 0.0% 0.0% 0.0% KLCK_1400 6.3% 8.0% 18.4% 17.9% 8.7% 20.0% 22.2% 7.1% 0.0% 29.6% KYYT_102-3 37.5% 44.0% 55.1% 64.3% 65.2% 33.3% 66.7% 57.1% 64.7% 51.9% KACI_1300 4.2% 8.0% 6.1% 0.0% 4.3% 0.0% 5.6% 3.6% 0.0% 11.1% KACI_97-7 12.5% 0.0% 12.2% 10.7% 13.0% 13.3% 5.6% 25.0% 20.6% 7.4% KIHR_1340 0.0% 0.0% 2.0% 3.6% 0.0% 0.0% 0.0% 3.6% 0.0% 3.7% KMSW_92-7 12.5% 16.0% 10.2% 21.4% 8.7% 0.0% 5.6% 0.0% 11.8% 7.4% KCGB_105-5 16.7% 0.0% 6.1% 0.0% 8.7% 0.0% 0.0% 7.1% 5.9% 7.4% 4 of 29 Klickitat County Solid Waste 2003-12 Fair Survey Report The survey results indicate we are reaching over 50% of the teen age group through radio. 5 of 29 Klickitat County Solid Waste 2003-12 Fair Survey Report Age Group 19-49 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 KMCQ_Q104 12.5% 16.0% 0.0% 3.6% 4.3% 0.0% 5.6% 0.0% 0.0% 0.0% KLCK_1400 12.5% 12.0% 10.2% 10.7% 8.7% 13.3% 16.7% 7.1% 8.8% 7.4% KYYT_102-3 22.9% 28.0% 14.3% 21.4% 30.4% 86.7% 61.1% 21.4% 23.5% 11.1% KACI_1300 4.2% 0.0% 4.1% 0.0% 4.3% 0.0% 16.7% 0.0% 2.9% 3.7% KACI_97-7 0.0% 0.0% 2.0% 0.0% 4.3% 0.0% 5.6% 0.0% 2.9% 0.0% KIHR_1340 2.1% 0.0% 0.0% 3.6% 4.3% 0.0% 0.0% 0.0% 0.0% 3.7% KMSW_92-7 2.1% 0.0% 0.0% 0.0% 8.7% 6.7% 11.1% 10.7% 2.9% 3.7% KCGB_105-5 0.0% 4.0% 0.0% 0.0% 8.7% 0.0% 5.6% 0.0% 2.9% 7.4% The survey results indicate we are reaching about 40% of parent age group through radio.
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