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What is DaneTrak?

 

DaneTrak is a quarterly, co-sponsored telephone survey of 400 randomly selected Dane County households. For a very reasonable cost, your business or organization can include questions that will help you with strategic communication, planning and marketing efforts. Since 1991, clients have been using DaneTrak for measuring, tracking and testing:

  • Awareness
  • Public opinion
  • Advertising impact
  • Purchasing intentions
  • Market Share
  • Image
  • New product/service ideas
  • Media usage
  • Incidence or market penetration
  • Communication messages/concepts
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July and October 2010 Schedule And Questions

  July 2010 October 2010
Sign-up Deadline
 June 21  September 20
Final Questions Due
 June 25  Sept. 24
CATI Programming
 June 28-July 2  Sept 27-Oct 1
Data Collection
 July 6-16  October 4-15
Analysis
 July 19-23  October 18-22
Report Delivered
 July 26-30  October 25-29
The DaneTrak surveys are fielded on a regular quarterly basis. You can reserve interviewing time and get cost estimates for your questions by calling Tom Hemaidan at 608.310.3458 or e-mailing them to him at themaidan@gkaresearch.com. Don't worry about having your questions in perfect form. We will help with the proper wording and format. No other co-sponsor sees your questions or results.

Sampling And Data Collection

We interview 400 randomly selected adults ages 18+, including 200 men and 200 women. The sample is stratified by ZIP codes and age cohorts to match the population distribution within Dane County. We set sampling quotas based on Census figures and projections. If you're interested in Madison only, we'll run your tables using just Madison respondents, about 250 people. You can also request our doing extra interviews in certain ZIP codes, adjoining counties, age groups, and other demographics for an extra fee.

Cost

Costs are based on length and complexity of questions. More complicated questions (e.g. recording verbatim responses or rating several items) cost the most. Added crosstabulations you request cost $25 each. There is a one time setup and sample fee of $100 for each set of questions. Copying, binding and shipping expenses will be added.

What You Get

DaneTrak clients receive a brief one-page written report, plus easy-to-read data tables. The analysis includes frequency tabulations, crosstabulations and analysis of variance by demographic items. Special breakouts are provided by Madison and Dane County areas, e.g. Downtown and West County. In addition to the results for your own questions, you get data tables with the following information about the sample:
  • Age Group
  • Education Level
  • Employment Status
  • Marital Status
  • City/County Area
  • Children
  • Household Income
  • Gender
 
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