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~~111 <br />~AVI~ -,,, <br />RESEARCH LLC <br />DATE: November 23, 2009 <br />23801 Calabasas Road, Suite 1036, Calabasas, California 91302-1595 <br />Telephone: (818) 591-2408 Fax: (818) 59i-2488 <br />To: Frank Hernandez <br />City of Santa Ana <br />FROM: Jason Kerns <br />Davis Research LLC <br />INTRODUCTION <br />Thank you identifying Davis Research as a potential partner for your upcoming intercept research project related <br />to understanding demographic information related to your downtown patrons /workers. We feel we have the <br />experience and diligence to properly execute this project in a flawless manner and deliver you with a final report <br />that will provide valuable insights in answering your research objectives. <br />Davis Research has been in operation in 1970 and is a leader in the industry in understanding the latest trends in <br />data collection and methodology. We are extremely innovative in our approach to the data collection process and <br />approach the experience from a scientific perspective to ensure that our clients receive quantitative data that is <br />representative of the segment being researched. <br />PROJECT OVERVIEW <br />As outlined in your request for proposal, you would like to conduct intercept research of patrons /employees of <br />downtown Santa Ana (defined as a four block area and respective parking structures). Respondents would be <br />intercepted (on behalf of the City of Santa Ana) in and around the downtown or at one of four defined parking <br />structures and asked up to two questions (zip code and other question). <br />All of the Davis Research employees will be bilingual and will work in pairs for safety reasons. The interviewing <br />will take place over five continuous days (7:30 am to 5:30 pm) Tuesday, January 12, 2010 to Saturday, January 16, <br />2010. <br />Davis Research will collect the data of one or two questions and will output a detailed statistical report of the <br />findings. The final data report will be just statistical in nature (no text) but will be presented in such a way that <br />will make it very easy to understand and report on. Here are some examples of various reporting options that can <br />be discussed: <br />