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20 Guidebook for Conducting Airport User Surveys Reports and presentations--discussed further in Sections 4.11 and 4.13. Project management. 2.5.2 Approvals After a preliminary budget has been prepared, the next step is to obtain the necessary approvals to conduct the survey. Senior management and executives need to be convinced that the survey will be a worthwhile expenditure and that it is being managed wisely. It may be necessary or advisable to give a briefing or presentation to senior management. Such a briefing could include the following, for example: Need for the survey: What information is needed for planning new capital projects that a survey would provide? What data are not available from existing sources? How might having this information affect the costs of these projects? Purpose of the survey: Goals and objectives. Population to be surveyed. Data to be collected. Types of results and analysis expected. Management of the survey: Composition of the survey planning and implementation teams. Planned schedule. Cost of the survey: Estimated costs. Cost relative to potential costs of projects. It may be necessary to update the initial budget and seek further management approval as the planning of the survey project proceeds. 2.6 Survey Planning Team By this stage of the project, the goals of the survey have been set, an initial budget has been defined and, most important, approval has been obtained to go ahead with further planning of the survey. Until this stage it is likely that the work on the survey has been confined to a few people, perhaps only one person. The time has come to create a survey planning team. This team will be responsi- ble for the design and conduct of the survey and reporting of the results. This section describes the kinds of expertise that should be considered for this team. 2.6.1 Core Personnel The core survey planning team will see the project through from beginning to end. The com- position of the core team will depend on the expertise needed for the survey type and method being proposed but will likely include the following: Project manager: This is the person who is going to pull it all together and who will serve as liai- son with senior management and other departments within the airport and external agencies. The project manager should be familiar with the procurement process and preferably have some experience with the issues involved in performing surveys. Survey technical expert: This person knows the airport user survey world and all its subtleties. Many different issues will arise during the survey planning process, and this is the person who

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Planning a Survey 21 must deal with each one and make recommendations so that appropriate decisions can be made. Detailed survey design, such as the development of the questionnaire, will be the responsibility of the survey technical expert. Unless surveys are conducted on a regular basis, this expertise may not reside within the sponsoring agency and therefore may have to be contracted. Data analyst: This person will be responsible for the eventual analysis of the survey data and any documentation of the survey results, and should be involved from the beginning of the project. During the initial design stages, the data analyst may provide little input to the team, but will need to understand how the data will be collected and ensure that it will meet the survey goals and purpose. This will be important when performing the cleaning, management and analysis of the data at the conclusion of the survey. The data analyst and survey technical expert are often the same person. Survey logistics manager: Guided by the survey technical expert and the requirements for the specific survey type, this person will be responsible for coordinating all the arrangements that are necessary to conduct the survey and, more important, for setting everything up in advance so that the survey runs smoothly. In the case of on-site interviews, for example, this advance work includes such aspects as providing a training facility and transportation for interview- ers, arranging parking and badges for survey field staff, and assigning field staff to shifts (these aspects are discussed further in Section 4.5). In addition to the advance arrangements, this person will ensure that sufficient interviewers are available for each shift. Survey administrator: This person provides administrative support for the survey team. Exactly how many staff are required will depend on the size and complexity of the survey as well as the availability of personnel. Note that in some cases one person may have the required expertise to play a number of roles. Depending on the structure of the organization, these team members may come from the same department or various departments. Either way, it is important that all staff and managers involved understand the importance of the survey and the role of each team member. Designated office space for the survey planning team is preferable for large surveys and surveys that will take a relatively long time to complete. 2.6.2 Other Departments and Agencies--The Extended Team The survey planning team may wish to benefit from available expertise in other parts of the agency or beyond. It is also possible that the goal and purpose of the survey will inherently involve multiple departments or agencies. For example, a survey on attitudes toward the various functions of the airport might require input from such organizations as: The marketing department regarding shopping concessions. Planning and maintenance departments. A security agency and possibly a police authority if security screening is a consideration. In some cases these other departments and external agencies may wish to participate on the survey planning team. If this request is granted, the roles and responsibilities of each extended team member must be clearly defined and understood by all. The process of coordination with other departments and external agencies should include soliciting comments on the scope of the planned survey. These comments can be important to the success of the survey, because they might reveal one or more of the following: Some of the data being sought through the survey already exists within the agency. Other surveys are scheduled to take place in the future that might conflict with the planned survey or cause undesirable "survey burden" on the airport users. It would be desirable to include additional questions that would not conflict with the planned survey flow but would produce a substantial added value.