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of the computer-assisted telephone interviewing (CATI) system as well as <br /> extensive practice with actual survey instruments. <br /> Survey Implementation <br /> Interviewing for the survey was conducted from the centralized, CATI-equipped, <br /> and fully monitored call center at Pacific Market Research under the ongoing <br /> oversight of full-time supervisors. Immediately upon completion of each <br /> interview, a supervisor checked it for accuracy, clarity, and completeness. <br /> When problems arose that could not be resolved in-house, businesses were <br /> called back for clarification or amplification. All calling took place during <br /> regular business hours unless a business representative requested otherwise. <br /> Given a total population of 3,516 businesses and a sample size of 352, the <br /> margin of error for the overall survey at the 95 percent confidence level is ± 5.0 <br /> percent. The cooperation rate for the survey was 74 percent, which is generally <br /> viewed as being very good. <br /> Data Coding, Tabulation, and Analysis <br /> Coding of the survey's closed-ended questions was accomplished by the <br /> interviewers as they conducted the interviews. Coding of the survey's open- <br /> ended questions was then undertaken in part by utilizing the codebooks that <br /> had been developed in 2012 and in part by developing a new codebook for <br /> 2015. <br /> For the two open-ended questions that were asked in 2012, the Data Analysis <br /> Associate at JD Franz Research used the existing codebooks to the extent <br /> possible. Responses that failed to conform to the previously-established coding <br /> scheme were set aside for the possible addition of new codes. <br /> CITY OF PLEASANTON: 20 15 SURVEY OF BUSINESS EXECUTIVES <br />