HomeMy WebLinkAboutCC Resolution 11703 (Public Opinion Survey; Godbe)RESOLUTION NO. 11703
A RESOLUTION OF THE CITY COUNCIL OF THE CITY OF SAN
RAFAEL APPROVING AND AUTHORIZING THE CITY
MANAGER TO EXECUTE AN AGREEMENT WITH GODBE
RESEARCH TO PERFORM THE 2005 PUBLIC OPINION SURVEY
WHEREAS, for the past several years, the City has annually conducted a satisfaction
survey of its citizens to determine how well the City is delivering services to its citizens; and
WHEREAS, the firm of Godbe Research has performed this task and has provided the City
with important and valuable information, which the City has utilized to establish goals and
objectives and to formulate the City's budget; and
WHEREAS, again this year, especially in this time of severe financial crisis, the City
wishes to "take the pulse" of its customers and, if necessary, to readjust its priorities; and
WHEREAS, within the monetary authority limits granted to me, I retained Godbe Research
to provide these consultant services for the amount of $18,930; and
WHEREAS, given the City's current investigation of revenue enhancement options, in
relation to its severe financial crisis, additional questions were added to the survey and the number
of persons to be surveyed was increased, resulting in a total cost for the services of approximately
$25,000.
WHEREAS, it is necessary for the Council to ratify and approve this agreement.
NOW, THEREFORE, BE IT RESOLVED, that the City Council of the City of San
Rafael hereby approves and authorizes the City Manager to execute an Agreement for consultant
services with Godbe Research to perform the 2005 public opinion survey, in a form to be approved
by the City Attorney and in an amount not to exceed $25,000.
I, Jeanne M. Leoncini, Clerk of the City of San Rafael, hereby certify that the foregoing
Resolution was duly and regularly introduced and adopted at a regular meeting of the San Rafael
City Council held on the 7 t day of February, 2005, by the following vote to wit:
AYES: Councilmembers: Cohen, Heller, Miller, Phillips and Mayor 6oro
NOES: Councilmembers: None
ABSENT: Councilmembers: None
JEANNE M. LEONCM- , City Clerk
AGREEMENT FOR CONSULTING SERVICES TO PERFORM THE 2005 CITY
OF SAN RAFAEL PUBLIC OPINION SURVEY.
This Agreement is made and entered into this 41h of January 2005 and as amended
February 7, 2005 by and between the CITY OF SAN RAFAEL (hereinafter "CITY"), and Godbe
Research, hereinafter "CONTRACTOR").
A. CITY. The City Manager shall be the representative of the CITY for all
purposes under this Agreement. The Assistant City Manager, Ken Nordhoff, is hereby
designated the PROJECT MANAGER for the CITY, and said PROJECT MANAGER shall
supervise all aspects of the progress and execution of this Agreement.
B. CONTRACTOR. CONTRACTOR shall assign a single PROJECT
DIRECTOR to have overall responsibility for the progress and execution of this Agreement for
CONTRACTOR. cyan Godbe is hereby designated as the PROJECT DIRECTOR for
CONTRACTOR. Should circumstances or conditions subsequent to the execution of this
Agreement require a substitute PROJECT DIRECTOR for any reason, the CONTRACTOR shall
notify the CITY within ten (10) business days of the substitution.
CONTRACTOR shall perform the duties and/or provide services as described in
Exhibit "g" attached and incorporated herein. Specifically, the CITY shall be selecting Option
One, using the 20 -minute survey instrument, as the scope of services to be provided by
CONTRACTOR.
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CITY shall cooperate with CONTRACTOR in his performance under this
agreement and shall compensate CONTRACTOR as provided herein.
•►A' ► : •►
For the full performance of the services described herein by CONTRACTOR, CITY
shall pay CONTRACTOR an amount not to exceed $25,000 (as presented on page 13 of Exhibit
"A"), including the cost of local business license taxes as described in Section 20.
Payment will be made monthly upon receipt by PROJECT MANAGER of itemized
invoices submitted by CONTRACTOR.
The term of this Agreement shall commence upon the date of execution of this
agreement and shall end on June 30, 2005.
A. Discretionary. Either party may terminate this Agreement without cause
upon thirty (30) days written notice mailed or personally delivered to the other party.
B. Cause. Either party may terminate this Agreement for cause upon ten (10)
days written notice mailed or personally delivered to the other party, and the notified party's
failure to cure or correct the cause of the termination notice, to the reasonable satisfaction of the
party giving such notice, within thirty (30) days of the receipt of said notice.
C. Effect of Termination. Upon receipt of notice of termination, neither party
shall incur additional obligations under any provision of this Agreement without the prior written
consent of the other.
D. Return of Documents. Upon termination, any and all CITY documents or
materials provided to CONTRACTOR and any and all of CONTRACTOR's documents
described in paragraph 7 below, shall be delivered to CITY as soon as possible, but not later
than thirty (30) days after termination.
The written documents and materials prepared by the CONTRACTOR in
connection with the performance of its duties under this Agreement, shall be the sole property of
CITY. CITY may use said property for any purpose, including projects not contemplated by this
Agreement.
Upon reasonable notice, CONTRACTOR shall make available to CITY, or its
agent, for inspection and audit, all documents directly related to CONTRACTOR'S performance
of its duties under this Agreement. CONTRACTOR shall fully cooperate with CITY or its agent in
any such audit or inspection.
The parties agree that they shall not assign or transfer any interest in this
Agreement nor the performance of any of their respective obligations hereunder, without the
prior written consent of the other party, and any attempt to so assign this Agreement or any
rights, duties or obligations arising hereunder shall be void and of no effect.
10. INSURANCE
A. During the term of this Agreement, CONTRACTOR shall maintain, at no
expense to CITY, the following insurance policies:
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1. A comprehensive general liability insurance policy in the minimum
amount of one million ($1,000,000) dollars per occurrence for death, bodily injury, personal
injury, or property damage;
2. An automobile liability (owned, non -owned, and hired vehicles)
insurance policy in the minimum amount of one million ($1,000,000) dollars per occurrence;
3. If any licensed professional performs any of the services required to
be performed under this Agreement, a professional liability insurance policy in the minimum
amount of one million ($1,000,000) dollars to cover any claims arising out of the
CONTRACTOR's performance of services under this Agreement.
B. The insurance coverage required of the CONTRACTOR by section 11. A.,
shall also meet the following requirements:
1. The insurance shall be primary with respect to any insurance or
coverage maintained by CITY and shall not call upon CITY's insurance or coverage for any
contribution;
2. Except for professional liability insurance, the insurance policies shall
be endorsed for contractual liability and personal injury;
3. Except for professional liability insurance, the insurance policies shall
be specifically endorsed to include the CITY, and other entities in the Franchisors' Group, their
officers, agents, employees and volunteers as additionally named insureds under the policies;
4. CONTRACTOR shall provide to PROJECT MANAGER, (a)
Certificates of Insurance evidencing the insurance coverage required herein, and (b) specific
endorsements naming CITY, and other entities in the Franchisors' Group, their officers, agents,
employees and volunteers as additional insureds under the policies;
5. The insurance policies shall provide that the insurance carrier shall
not cancel, terminate or otherwise modify the terms and conditions of said insurance policies
except upon thirty (30) days written notice to CITY's PROJECT MANAGER;
6. If the insurance is written on a Claims Made Form, then, following
termination of this Agreement, said insurance coverage shall survive for a period of not less than
five years;
7. The insurance policies shall provide for a retroactive date of
placement coinciding with the effective date of this Agreement;
8. PROJECT MANAGER and the City Attorney shall approve the
insurance as to form and sufficiency.
C. If it employs any person, CONTRACTOR shall maintain worker's
compensation and employer's liability insurance, as required by the State Labor Code and other
applicable laws and regulations, and as necessary to protect both CONTRACTOR and CITY
against all liability for injuries to CONTRACTOR's officers and employees.
D. Any deductibles or self-insured retentions in CONTRACTOR's insurance
policies must be declared to and approved by the PROJECT MANAGER and the City Attorney.
At CITY's option, the deductibles or self-insured retentions with respect to CITY shall be reduced
or eliminated to CITY's satisfaction, or CONTRACTOR shall procure a bond guaranteeing
payment of losses and related investigations, claims administration, attorney's fees and defense
expenses.
CONTRACTOR shall indemnify, release, defend and hold harmless CITY, and
other entities in the Franchisors' Group, their officers, agents, employees and volunteers, against
any claim, demand, suit, judgment, loss, liability or expense of any kind, including attorney's
fees, arising out of or resulting in any way, in whole or in part, from any acts or omissions,
intentional or negligent, of CONTRACTOR or CONTRACTOR's officers, agents and employees
in the performance of their duties and obligations under this Agreement.
►•►� : I LVA I I ON F-11 Eel 04
CONTRACTOR shall not discriminate, in any way, against any person on the basis
of age, sex, race, color, religion, ancestry, national origin or disability in connection with or
related to the performance of its duties and obligations under this Agreement.
rel 1A - T-11 ►
CONTRACTOR shall observe and comply with all applicable federal, state and
local laws, ordinances, codes and regulations, in the performance of its duties and obligations
under this Agreement. CONTRACTOR shall perform all services under this Agreement in
accordance with these laws, ordinances, codes and regulations. CONTRACTOR shall release,
defend, indemnify and hold harmless CITY, and other entities in the Franchisors' Group, their
officers, agents and employees from any and all damages, liabilities, penalties, fines and all
other consequences from any noncompliance or violation of any laws, ordinances, codes or
regulations.
CITY and CONTRACTOR do not intend, by any provision of this Agreement, to
create in any third party, any benefit or right owed by one party, under the terms and conditions
of this Agreement, to the other party.
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15. NOTICES
All notices and other communications required or permitted to be given under this
Agreement, including any notice of change of address, shall be in writing and given by personal
delivery, or deposited with the United States Postal Service, postage prepaid, addressed to the
parties intended to be notified. Notice shall be deemed given as of the date of personal delivery,
or if mailed, upon the date of deposit with the United States Postal Service. Notice shall be
given as follows:
TO CITY: Mr. Ken Nordhoff, Assistant City Manager
City of San Rafael
1400 Fifth Avenue, Room 203
P.O. Box 151560
San Rafael CA 94915-1560
TO CONTRACTOR: Mr. Bryan Godbe, President (Co -Project Manager)
Godbe Research
60 Stone Pine Road
Half Moon Bay, CA 94019
16. INDEPENDENT CONTRACTOR
For the purposes, and for the duration, of this Agreement, CONTRACTOR, its
officers, agents and employees shall act in the capacity of an Independent Contractor, and not
as employees of the CITY. CONTRACTOR and CITY expressly intend and agree that the status
of CONTRACTOR, its officers, agents and employees be that of an Independent Contractor and
not that of an employee of CITY.
LVA ► I MaX 14 ►9u
A. The terms and conditions of this Agreement, all exhibits attached, and all
documents expressly incorporated by reference, represent the entire Agreement of the parties
with respect to the subject matter of this Agreement.
B. This written Agreement shall supersede any and all prior agreements, oral
or written, regarding the subject matter between the CONTRACTOR and the CITY.
C. No other agreement, promise or statement, written or oral, relating to the
subject matter of this Agreement, shall be valid or binding, except by way of a written
amendment to this Agreement.
D. The terms and conditions of this Agreement shall not be altered or modified
except by a written amendment to this Agreement signed by the CONTRACTOR and the CITY.
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E. If any conflicts arise between the terms and conditions of this Agreement,
and the terms and conditions of the attached exhibits or the documents expressly incorporated
by reference, the terms and conditions of this Agreement shall control.
IIX
The waiver by either party of any breach or violation of any term, covenant or
condition of this Agreement, or of any ordinance law or regulation, shall not be deemed to be a
waiver of any other term, covenant, condition, ordinance, law or regulation, or of any subsequent
breach or violation of the same or other term, covenant, condition, ordinance, law or regulation.
The subsequent acceptance by either party of any fee, performance, or other consideration
which may become due or owing under this Agreement, shall not be deemed to be a waiver of
any preceding breach or violation by the other party of any term, condition, covenant of this
Agreement or any applicable law, ordinance or regulation.
The prevailing party in any action brought to enforce the terms and conditions of
this Agreement, or arising out of the performance of this Agreement, may recover its reasonable
costs (including claims administration) and attorney's fees expended in connection with such
action.
CONTRACTOR shall obtain and maintain during the duration of this Agreement, a
CITY business license as required by the San Rafael Municipal Code. CONTRACTOR shall pay
any and all state and federal taxes and any other applicable taxes. CONTRACTOR's taxpayer
identification number is 94-3383272, and CONTRACTOR certifies under penalty of perjury that
said taxpayer identification number is correct.
The laws of the State of California shall govern this Agreement.
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IN WITNESS WHEREOF, the parties have executed this Agreement as of the day, month
and year first above written.
CITY OF SAN RAFAEL
City Manager
ATTEST:
C Clerk
APPROVE
TO FORM:
CONTRACTOR
By: `
Name: CES-! 6 60 D645
Title: CED
WAManagement services- WorkFile\Finance- WorkFile\Agreement and ContractsTrofessional Contracts\20051Godbe agreement.doc
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EXHIBIT "A"
PROPOSAL TO CONDUCT
A PUBLIC OPINION SURVEY OF
RESDIENTS
G OD B E fMS EA F C H Presented to the City of San Rafael
Carr Insigbt
December 23, 2004
COVER LETTER
December 10, 2004
Mr. Rod Gould
City Manager
City of San Rafael
1400 Fifth Avenue, P.O. Box 151560,
San Rafael, CA 94901
Ms. Gould,
Godbe Research is pleased to submit this to conduct a public opinion survey of
residents living in the City of San Rafael. Since our founding in 1990, Godbe Research
has worked diligently to become a recognized State leader in public opinion research
and has vast experience in conducting public opinion research for hundreds of cities,
counties, parks and recreation districts, school districts, and other public agencies,
including some of the largest cities in the western United States. With a staff of highly
trained and experienced researchers (all Master's or Ph.D. level) and a commitment to
providing superior quality research and client services, we trust you will find our
qualifications exceptional.
Godbe Research has performed numerous public opinion surveys aimed at assessing
the needs of a community, determining satisfaction with agency services (vis-a-vis
importance), and providing actionable information to help drive planning processes.
This includes resident satisfaction and public opinions surveys for the Cities of Novato,
Petaluma Redwood City, Albany, Cupertino, Los Gatos, EI Cerrito, Davis, EI Cerrito,
Clayton, Brentwood, the Marin County Congestion Management Agency, Metropolitan
Transportation Commission, Bay Area Stormwater Management Agencies
Association, and many other Bay Area clients. It should also be noted that Godbe
Research was the pollster for two successful countywide measures for the Marin
County Congestion Management Agency (Measure A) and the College of Marin Bond.
Finally, we have also worked with the San Rafael City Schools and Dixie School
District for over seven years to pass successful parcel taxes and bond for better public
education in San Rafael.
Godbe Research has designated Bryan Godbe (President) and Sean Bridge
(Associate Research Director) as the'Co-Project Managers'. They will be assisted by
Cathy Blair or Bryan Murray {Research Analysts). If you have any questions or
comments please do not hesitate to contact Bryan Godbe at 650-479-1127 or myself
at 650479-1121.
Sincerely,
Charles Hester
Business Development Manager
60 Stone Pine Road
Half Moon Bay, CA 94019
p. 650-479-1121
e. cwhester@godberesearch.com
City of San Rafael — Public Opinion Research
SCOPE OF SERVICES
Godbe Research is a recognized leader in public opinion research. The firm believes
that a project's success depends on recognizing the individual needs of each client
and not simply taking a 'cookie cutter approach to survey research. To this end,
Godbe esearc as cra -e -the o owing protec pan for the City of San Rafael (City)
to illustrate the types of considerations that go into each of our research projects.
Research Objectives
Before beginning any research project, Godbe Research spends significant time
reviewing the client's research objectives to choose the most appropriate research
design. Based on our understanding of the project at this point, Godbe Research
understands that the City has several research objectives, with the most important
being to explore resident opinion and satisfaction on the programs and services
provided by the City of San Rafael, as well as gauge opinions on other quality of life
issues that affect residents in the City of San Rafael.
Sample Size
Godbe Research's approach to any quantitative research project includes rigorous
attention to research methodology. The first step in this process is to determine the
appropriate sample size to meet a client's research objectives, reduce the sampling
error to an acceptable level, and conform to the client's budget.
To survey a local community such as a city, county or special jurisdiction, a sample of
400 (n=400) respondents is generally satisfactory, especially if we are interested in
looking at data at the overall City level only. With the estimated number of adult (over
18 years of age) residents in City of San Rafael totaling approximately 45,126 and
22,371 households (Census 2000) a sample size of 400 (n=400) will allow for analysis
at the overall City level and will reduce the overall maximum statistical margin of error
to between three and five percent at the 95% confidence level for City residents at the
overall level, but not by various geographical areas.
Due to the possibility of analyzing the results of the survey by various neighborhoods
within the City and after reviewing the methodology for the 2003 survey, Godbe
Research has also provided costs for using a sample size of 500,(n=500) residents.
This will allow the City to look at the needs of residents within certain geographic
boundaries and ascertain which programs and services are needed in which area.
Godbe Research will work with the City to select the sample size that works best with
the research objectives and budget for the project, however we feel that a sample size
of 400 (n=400) should suffice, given a review of previous studies.
Sampling Method Discussion
Godbe Research can work with a variety of different types of sampling methodologies,
including random digit samples, random cluster samples, or a sample of a special
universe appropriate to a client's research objectives. For a project such as this,
Godbe Research usually recommends drawing a random digit dial (RDD) sample of
City of San Rafael residents. This type of sample accurately identifies potential
participants for the telephone survey by their residency status and is most appropriate
when it is necessary to sample the attitudes of an entire population, and not just
registered voters or a special group of respondents.
City of San Rafael — Public Opinion Research
Because all households with telephones in the City of San Rafael have an equal
probability of being chosen for the survey, we can confidently extrapolate the
information gained in the sample to the larger population. The RDD sample is drawn
by determining the active phone exchanges within a given sampling area (typically by
zip code) and then producing a random list of all active residential phone numbers in
the area. Although this method produces both listed and unlisted phone numbers and
thereby eliminates the bias of unlisted phone numbers, it can not match names with
each number. The respondent's name, address and other demographic information,
however, are easily acquired during the actual telephone interview.
One concern associated with a RDD sample is the incidence rate—the probability that
a given number will connect to a person who is eligible to take the survey. Because
phone exchanges are distributed according to several factors in addition to geography,
certain exchanges will service households both within and outside of the sampling
area of interest. The probability that a number will service a household within the
sampling area of interest is the primary factor that determines the incidence rate. As
the overall incidence rate for active phone exchanges in the City decreases, the
number of attempts that must be made to attain the desired sample size of City of San
Rafael residents consequently increases. Such a reduction in the incidence rate
increases the costs associated with the sample and telephone interviewing as well as
the total time required to complete the desired number of interviews.
For the majority of Godbe Research's city and county clients, the incidence rate tends
to be between 50 and 70 percent. Using a reliable data base from which RDD
samples are drawn and our experience in conducting the resident survey for the PPR,
Godbe Research has determined that the active phone exchanges for the City of San
Rafael collectively have an incidence rate of approximately 65 percent. Thus, the
RDD sampling method is the most appropriate as well as the most cost effective
sampling design for this project.
Having said this, in reviewing the executive summary for the 2003 survey, a voter
sample was used instead of an RDD sample. This could have been for a variety of
reasons, including a low incidence rate, the need to analyze results by City Council
District (if Members are not elected at large), voter surveys cost less and RDD
surveys, or some other reason. The problem with using a voter sample for a
satisfaction or planning survey is that you will miss a large segment of the population,
as in most communities approximately 40% to 60% of residents are registered to vote.
As a result and based on a review of voter vs. resident demographics, we will most
likely be underrepresented by lower income, newer residents, and non-English
speaking residents, and various other subgroups that tend to make up a low
propensity of registered voters. For example, Latino's make up approximately 23% of
the resident population, but only 7% of the voter population. Thus, we would be
underrepresented in a survey of Latino voters by almost 16% or we would expect to
conduct 16% fewer interviews with Latinos by using a voter survey.
Finally, there is also the issue of tracking previous survey results using different
sampling designs and how that might skew results. For costing purposes, we have
used a voter sample, as it is less expensive and congruous with what the City
performed in 2003, 2001, and 1999. Thus, it will make a comparison of costs 'apples
to apples' with the previous survey research consultant. Costs for an RDD survey
would most likely be 10% to 15% more than voter survey costs. We would however,
like to discuss the merits of RDD vs. voter survey designs with the City before a final
decision is made on the sampling design.
City of San Rafael — Public Opinion Research
Survey Instrument
Godbe Research has reviewed the 2003 survey instrument for the project as well as
having the 2003 survey instrument time tested by our primary data collection facility.
Based on our time test, the current survey length is approximately 25 -minutes. Having
said this, after a review of the survey, we have determined that there are ways we can
simplify question wording and ordering to increase efficiency and reduce the time to
take the survey without hurting the validity of the survey or being able to track previous
survey results from 1999, 2001, and 2003.
To capture a detailed 'picture' of residents' opinions on the various issues and needs,
and after refining the current survey instrument, Godbe Research estimates that it will
take approximately 20 minutes to administer each interview. Godbe Research will
work with the City to develop and refine a survey which corresponds to the project's
research objectives and the survey will also be designed to be tracked over time as
well as be used to analyze results of this survey with previous City of San Rafael
surveys.
Survey Pretest
After a draft of the survey has been finalized, the document will be pretested at the
data collection facility. Even after over 14 years in business and without a single
survey having to be pulled out of the field, Godbe Research still pretests all of our
interviewing projects. This is to ensure the document can be read to respondents in
the time budgeted; the words, phrases and subject matter are easily understood by
the respondents; the answer categories match what the respondents want to say and
the document achieves the research objectives identified at the onset of the project.
Translation of the Survey Instrument (Optional)
Godbe Research has, in the past, conducted surveys in Spanish, Korean,
Vietnamese, Tagalog, Japanese, Malay, Mandarin, Thai, Hmong, and Cantonese.
Based on a review of City of San Rafael demographics and our previous studies for
the San Rafael Schools, we are not recommending translation of the survey at this
time. This is because the overall Asian population of San Rafael is approximately ten
percent of the total population, with no one Asian ethnic group making up a majority of
the Asian population.
In addition, Latino's comprise about 23% percent of the City's overall resident
population, but only 7% of the overall voter population. Given that only an estimated
10% to 15% of Latino residents will be mono -lingual (Spanish speaking only), we
would suggest translation of the survey for a RDD sampling design, but would not
suggest translation of the survey for a voter survey design. We can discuss the merits
and cost implications of translation of the survey with the City, but this will typically
add approximately 10% to overall project costs.
City of San Rafael — Public Opinion Research
CATI Programming
Once the pretest results have been integrated into the final instrument, it will be sent
to the data collection facility to be programmed into a computer-assisted telephone
interviewing system (CATI). While CATI programming takes two to three days to
complete before the data collection can begin, its benefits far outweigh the costs
associated with its implementation in the data collection process. These benefits
include: automatically routing the interviewer through the interview to ensure skip -
patterns are properly navigated, allowing the entry of only legal codes in any particular
field which prevents many data entry errors, and assisting supervisorial tasks by
ensuring that the appropriate number of call-backs are made at the specified times.
CATI programming is another one of our quality assurance and control procedures.
Data Collection
Once the CATI programming has been completed and depending on the sample size
the City selects, data collection will take approximately three to five days to complete.
Godbe Research currently uses several different phone banks depending on the type
and timing of the survey.
Quality control measures during data collection include CATI programming the survey
instrument to ensure proper navigation of skip patterns and response options, training
the interviewers on the instrument (minimum 1 hour session), active supervisor
monitoring of interviews, random review of completed surveys to identify and correct
errors, random supervisor call-backs to confirm responses, and daily review of sample
characteristics to ensure that they match the population. During the data collection
period, Godbe Research can provide the City with weekly or even daily reports of the
call disposition and progress during the data collection phase of the project.
Data Cleaning and Processing
The Godbe Research team will personally clean and process the data for the project,
thereby ensuring a level of detail and quality control not possible through
subcontracting data cleaning and processing services. Once the interviewing is
completed, each response is coded and detailed cross -tabulations are produced. The
cross -tabulations generally include age, gender, ethnic group, income, home
ownership, parental status, number of children and area of residence, as well as other
banner points based on attitudinal data. Once the data is collected, the sample
characteristics are compared to those of the population to ensure that the data are
representative. If disparities exist (which may arise simply by statistical chance or
through known limitations of a sampling design), Godbe Research's staff are experts
in 'weighting' the data to adjust for these disparities and ensure that the results are
representative of the entire population of interest.
City of San Rafael — Public Opinion Research
Analysis of Data and Reporting
Analysis of the data and documentation of the findings are the last components of any
research project. Because a concise summary of the data and actionable
recommendations are critical to a client's objectives, Godbe Research takes great
care analyzing the data and preparing a comprehensive written final report.
Godbe Research's reports are the most thorough and insightful in the industry. They
are written in clear simple English, and are designed to be read by those with little of
no experience with statistics. The draft report includes information about the
methodology used to complete the project, an executive summary of important
findings, conclusions and recommendations, a question -by -question summary of the
data, and a complete set of crosstabulations. We will provide the draft report to City
staff for their review and will make any required changes before submitting the final
report. Godbe Research will also provide the City with survey results in table form, the
final report, and all other data in both electronic and hard copy formats.
Project Presentations
Godbe Research will also prepare an oral presentation aided by PowerPoint slides for
City staff, the San Rafael City Council, and other stakeholders. We will also remain
available to answer any questions about the research findings in the future. Unlike
many of our competitors, we take pride in not practicing 'hit and run' research projects
for our clients. That is, we will be here for your questions and concerns about the
findings of your research whether it's next month or next year. Moreover, this service
is provided without additional consulting fees.
City of San Rafael — Public Opinion Research
PROJECT TIME LINE
Because of our experience in conducting public opinion research for a wide variety of
clients including counties, cities and public safety agencies, Godbe Research can
generally conduct an entire survey project in about six to eight weeks. In some
situations, preliminary data can be available much sooner as deadlines require, and
some tasks listed below can be completed concurrently.
Proiect Task
Project Kick -Off Meeting with City
Questionnaire Drafting
City Review of Questionnaire
Questionnaire Changes
Survey Pretest
Finalize Questionnaire
CATI Programming
Survey Translation (Optional Task)
Data Collection / Interviewing
Data Cleaning and Processing
Delivery of Topline Data to City
Data Analysis and Repot Writing
City Review of Report
Finalize Report
Presentation
City of San Rafael — Public Opinion Research
Timeline
1 Day
3 to 5 Days
5 to 7 Days
1 to 2 Days
1 Day
1 Day
2 Days
3 to 5 Days
4 to 6 Days
2 to 3 Days
1 Day
7 to 10 Days
10 to 14 Days
2 to 3 Days
Anytime After Final Report
Submittal and Acceptance
PROJECT TEAM
Reliable survey results depend on having a team that understands the complexities
and nuances of survey research design, including sampling theory, questionnaire
design, and data analysis. Indeed, although it is easy to conduct a survey, it is very
difficult to design and conduct a survey where the resulting data are reliable measures
of the opinions and behaviors one intends to measure, and the data can be accurately
projected to the larger population of interest. It is also important to select a research
firm that has experience in the community to be surveyed, or experience in conducting
research with applicable communities.
The team at Godbe Research is comprised of recognized experts in survey research
design and implementation, and for this project we will assign three of our most
experienced team members with the ability to add more should the need arise. For
example, the Co -Project Managers for this project, Bryan Godbe (President) and R.
Sean Bridge (Associate Research Director) have designed and conducted over 250
survey research projects in the past three years alone, the majority for planning and
satisfaction purposes, as well as numerous voter studies. It should be noted that
Sean Bridge was the project manager or co -project manager for recent surveys for the
City of Novato, Novato Unified School District, Measure A, and the College of Marin
Bond.
Mr. Bridge will execute all stages of the project, including sampling design and
questionnaire development, project management, analysis, reporting, and
presentations, and will be the day to day contact for City staff. Bryan Godbe will
provide strategic direction for the project and work with Mr. Bridge in all other facets of
the project. Cathy Blair or Bryan Murray (Research Analysts) will assist in managing
the data collection sub -contractor and performing data processing duties.
Bryan Godbe, M.A.
President / Co -Project Manager
Cofounder of Godbe Research, Mr. Godbe has over 19 years of experience in public
opinion research, public relations and government affairs. In this capacity, he has
conducted public opinion and market research projects at the national, state, and local
levels including projects for the Cities of Portland (Oregon), Tacoma (Washington),
Henderson (Nevada), San Francisco, San Diego, Los Angeles, Sacramento, and San
Jose (California).
Mr. Godbe received a Silver Anvil Award from the Public Relations Society of America
for the development and implementation of an outstanding government affairs
program on behalf of the Contra Costa Water District. This program was based on Mr.
Godbe's extensive research including baseline research, focus groups and three
tracking polls.
Prior to founding the firm, Mr. Godbe was Vice President of Research at a California
based public relations firm. Mr. Godbe also serves as the Senior Research Consultant
at the Center for the Study of Los Angeles, at Loyola-Marymount University. He has a
Master's Degree from the University of Michigan where he studied survey research
methodology at the Institute for Social Research; and a B.A. degree from the
University of California, Berkeley. Mr. Godbe is expected to contribute approximately
20% of the overall project effort.
City of San Rafael — Public Opinion Research
R. Sean Bridge, MBA
Associate Research Director / Co -Project Manager
Mr. Bridge has more than 10 years experience in the design and execution of survey
research projects. As an Associate Research Director for Godbe Research, Mr. Bridge
acts as a project lead in every project and is instrumental in the questionnaire
development and report preparation phases. While overseeing the field management
and data processing functions, he ensures a high-level of data integrity. His wide
variety of expertise in quantitative research and analysis techniques combined with a
broad array of industry -specific experience, come from his experience at Godbe as
well as past experience with other full-service research companies.
Prior to joining Godbe Research, Mr. Bridge held senior project management positions
at Frost & Sullivan, Socratic Technologies, and at TNS Prognostics. He managed
marketing -related research projects including customer and employee satisfaction,
customer segmentation, conjoint, and new product concept testing. He received his
B.A. in economics from the University of California at Davis and his M.B.A. from the
Leavey School of Business at Santa Clara University.
Cathy Blair, M.S., MBA and Bryan W. Murray, M.A.
Research Analyst
As Research Analysts for Godbe Research, Ms. Blair and Mr. Murray are responsible
for ensuring high quality data collection and data processing for the firm's research
projects, and support questionnaire design, data analysis, report writing, and project
presentations. Their comprehensive experience in research methodology, data
analysis, and advanced statistical techniques make them valuable assets to the
Godbe Research team.
Prior to joining Godbe Research, Ms. Blair worked at a market research firm in San
Francisco. Previous to that, she was Project Director at a branding agency. Ms. Blair
earned B.A.'s in Psychology and Music from Illinois Wesleyan University, and earned
an M.S. in Psychology and an MBA in Marketing from Kansas State University. A
paper she co-authored while at Kansas State, "Consumer Motivations for Spreading
Negative Word -of -Mouth," was presented at the 2002 European Applied Business
Research Conference in Italy. In her spare time, she enjoys playing in Peninsula
Symphony Orchestra and various Bay Area quartets.
Prior to joining Godbe Research, Mr. Murray was pursuing his doctorate in economics
from the University of California, Davis. His fields of specialization were in
Econometrics, and Monetary and International Economics. His dissertation work
included developing new models that were used to investigate any effect that
monetary policy has on the risk premium associated with exchange rates. Mr. Murray
received his B.A. in Economics from Colorado State University and earned an M.A. in
Economics from the University of California, Davis.
City of San Rafael — Public Opinion Research 1 1)
FIRM QUALIFICATIONS
Godbe Research, a California Department of Transportation (Caltrans) certified DBE
and state registered small business, was founded in January of 1990. The firm is a
full-service public opinion research agency that offers its clients extensive experience
in public opinion research for community needs assessments, public education and
outreach strategies, strategic and general planning efforts, ballot measure feasibility,
and public sector marketing efforts. Our fully -staffed offices in Half Moon Bay (San
Francisco), Los Angeles, and Carlsbad (San Diego) house a staff of highly trained and
experienced researchers (all Master's or Ph.D. level), and a commitment to providing
superior quality research and client services.
The firm has been employed by public and private sector clients, throughout the
United States and internationally. The combined expertise of the Godbe Research
team spans over 80 years in the field of public opinion research. The Godbe Research
Team consists of the President (Bryan Godbe), a Director of Research, two Associate
Research Directors, and a staff of Senior Research Analysts, Research Analysts, and
Research Associates. Each team member has the education and experience
commensurate with their position at Godbe Research, and the team regularly teaches,
speaks, and provides expert witness testimony in the field of survey research. In
short, you will not find a more experienced and educated team in public opinion
research.
Since 1990, Godbe Research has conducted more than 1,000 resident, voter,
employee, and consumer opinion studies for public agencies throughout the western
United States. In the past three years alone, Godbe Research has conducted (or is in
the process of conducting) resident and voter opinion research projects in and around
Marin County, as well as throughout the rest of California at all levels of government.
We have also be sought out by agencies in other states including Snohomish County
Washington, Portland Oregon, and Henderson Nevada, based on our reputation and
experience in California.
As an organization, Godbe Research is a small business (less than 25 employees)
and we manage our commitments wisely. This means managing our project load so
that the President, Director of Research, and Associate Research Directors can be
directly involved in each project we conduct. Similarly, we do not take on so many
projects that we need to move team members or remove team members from current
projects.
Godbe Research has well defined quality assurance and control measures in place,
especially for a small business. We use a defined task based approach for our
projects, as well as a dedicated project manager to ensure that all tasks are performed
without error, on time, and by the appropriate team member.
City of San Rafael — Public Opinion Research f I
GODBE RESEARCH REFERENCES
On the following page are a few examples of applicable projects and firm references
for the City to contact. If the City would like Godbe Research to facilitate contacting
any of our references, please let us know. We understand that City staff (like our
references) is extremely busy and will we aid in the process any way we can.
City of Novato
Project:
Resident Opinion and Satisfaction Surveys
Community Needs Assessment Survey
Voter surveys
Contact:
Lary Dito, Director of Parks and Recreation
Phone:
415-899-1447
Address:
905 Sherman Avenue
City of Cupertino
Projects: Resident Satisfaction Surveys 2000/2002/2004
2003 Parks and Recreation Planning Surveys
Ballot Measure Survey Regarding Open Space
Contact: Rick Kitson - Public Information Officer
Phone: 650-252-4505
City of Redwood City
Projects: Resident Opinion and Satisfaction Surveys 2001/2003
Park and Recreation Ballot Measure Focus Groups
Library Ballot Measure Focus Groups
Contact: Magda Gonzalez
Phone: 650-780-7302
San Rafael Schools
Contact: Barbara Smith
Projects: Bond Measure Feasibility Studies
Parcel Tax Feasibility Studies
Potential Succession Research Study
Phone: 415-897-4201
Marin County Free Library
Contact: Carol Starr
Projects: Parcel Tax Measure Feasibility Study
Sales Tax Measure Feasibility Study
Phone: 415-499-6053
Novato Unified School District
Contact: Jan La Torre -Derby
Projects: Parcel Tax Feasibility Studies
Bond Measure Feasibility Studies
Phone: 415-897-4211
City of San Rafael — Public Opinion Research 12
PROPOSED PROJECT COST OPTIONS
Godbe Research takes great pride in delivering reliable and practical research
projects 'on time and on budget'. In doing so, we prefer to provide a firm, fixed fee
format for our cost proposals. This is because we do not believe in assigning arbitrary
hours and rarely do projects (even highly similar in nature) take the same amount of
time or resources. For example, if we needed to add an additional team member for
this project this would be covered under the Godbe Research fixed fee format without
any cost increase to the City.
Below are costs to conduct a 20 to 25 -minute survey of San Rafael voters comprised
of between 400 (n=400) and 500 (n=500) City of San Rafael residents. The prices
below reflect a firm, fixed -fee to complete the entire project --the overall cost will not
exceed those shown below, provided that parameters (survey length, sample size,
sampling design, etc.) of the project conform to those proposed below. Again, costs
for an RDD survey would be approximately 10% more than those stated in the voter
survey.
Option One: n=400
Project Task
20 -min.
25 -min.
Random Sample
$700.00
$700.00
CATI Programming
$1,050.00
$1,300.00
Telephone Interviewing
$9,080.00
$10,800.00
Data Processing
$850.00
$970.00
Research Fee
$7,000.00
$7,000.00
Project Management
$1,000.00
$1,000.00
Miscellaneous Expenses
150.00150.00
TOTAL
$18,930.00
$21,920.00
Option Two: n=500
Project Task
20 -min.
25 -min.
Random Sample
$900.00
$900.00
CATI Programming
$1,050.00
$1,300.00
Telephone Interviewing
$11,350.00
$13,500.00
Data Processing
$850.00
$970.00
Research Fee
$7,000.00
$7,000.00
Project Management
$1,000.00
$1,000.00
Miscellaneous Expenses
150.00150.00
TOTAL
$22,340.00
$24,820.00
City of San Rafael — Public Opinion Research 13
SO D E E R E$.EAR C H
G-ain trisght
GODBE RESEARCH
www.nodberesearch.com
60 Stone Pine Road
Half Moon Bay, CA 94019-1739
Phone. 650.712.3137
Fax. 650.712.3131
445 South Figueroa Street, Suite 2600
Los Angeles, CA 90071-1631
Phone. 213.624.8863
Fax. 213.624.8864
785 Grand Avenue, Suite 200
Carlsbad, CA 92008-2365
Phone. 760.730.2941
Fax. 760.720.4706
City of San Rafael — Public Opinion Research 14
AGREEMENT FOR CONSULTING SERVICES TO PERFORM THE 2005 CITY
OF SAN RAFAEL PUBLIC OPINION SURVEY.
This Agreement is made and entered into this At of January 2005 by and between the
CITY OF SAN RAFAEL (hereinafter "CITY'), and Godbe Research, hereinafter
'CONTRACTOR").
A. CITY. The City Manager shall be the representative of the CITY for all
purposes under this Agreement. The Assistant City Manager, Ken Nordhoff, is hereby
designated the PROJECT MANAGER for the CITY, and said PROJECT MANAGER shall
supervise all aspects of the progress and execution of this Agreement.
B. CONTRACTOR. CONTRACTOR shall assign a single PROJECT
DIRECTOR to have overall responsibility for the progress and execution of this Agreement for
CONTRACTOR. cyan Godbe is hereby designated as the PROJECT DIRECTOR for
CONTRACTOR. Should circumstances or conditions subsequent to the execution of this
Agreement require a substitute PROJECT DIRECTOR for any reason, the CONTRACTOR shall
notify the CITY within ten (10) business days of the substitution.
CONTRACTOR shall perform the duties and/or provide services as described in
Exhibit "g" attached and incorporated herein. Specifically, the CITY shall be selecting Option
One, using the 20 -minute survey instrument, as the scope of services to be provided by
CONTRACTOR.
CITY shall cooperate with CONTRACTOR in his performance under this
agreement and shall compensate CONTRACTOR as provided herein.
•11' ► •►
For the full performance of the services described herein by CONTRACTOR, CITY
shall pay CONTRACTOR an amount NOT to exceed $18,930 (as presented on page 13 of
Exhibit "A"), including the cost of local business license taxes as described in Section 20.
Payment will be made monthly upon receipt by PROJECT MANAGER of itemized
invoices submitted by CONTRACTOR.
C ►I • C 11 ►
The term of this Agreement shall commence upon the date of execution of this
agreement and shall end on June 30, 2005.
NC FILE
#4.17-201 Nc 0 R I G I N A L
A. Discretionary. Either party may terminate this Agreement without cause
upon thirty (30) days written notice mailed or personally delivered to the other party.
B. Cause. Either party may terminate this Agreement for cause upon ten (10)
days written notice mailed or personally delivered to the other party, and the notified party's
failure to cure or correct the cause of the termination notice, to the reasonable satisfaction of the
party giving such notice, within thirty (30) days of the receipt of said notice.
C. Effect of Termination. Upon receipt of notice of termination, neither party
shall incur additional obligations under any provision of this Agreement without the prior written
consent of the other.
D. Return of Documents. Upon termination, any and all CITY documents or
materials provided to CONTRACTOR and any and all of CONTRACTOR's documents
described in paragraph 7 below, shall be delivered to CITY as soon as possible, but not later
than thirty (30) days after termination.
• � ► .ITli �• u
The written documents and materials prepared by the CONTRACTOR in
connection with the performance of its duties under this Agreement, shall be the sole property of
CITY. CITY may use said property for any purpose, including projects not contemplated by this
Agreement.
Upon reasonable notice, CONTRACTOR shall make available to CITY, or its
agent, for inspection and audit, all documents directly related to CONTRACTOR'S performance
of its duties under this Agreement. CONTRACTOR shall fully cooperate with CITY or its agent in
any such audit or inspection.
The parties agree that they shall not assign or transfer any interest in this
Agreement nor the performance of any of their respective obligations hereunder, without the
prior written consent of the other party, and any attempt to so assign this Agreement or any
rights, duties or obligations arising hereunder shall be void and of no effect.
\ :1►
A. During the term of this Agreement, CONTRACTOR shall maintain, at no
expense to CITY, the following insurance policies:
1. A comprehensive general liability insurance policy in the minimum
amount of one million ($1,000,000) dollars per occurrence for death, bodily injury, personal
injury, or property damage;
2. An automobile liability (owned, non -owned, and hired vehicles)
insurance policy in the minimum amount of one million ($1,000,000) dollars per occurrence;
3. If any licensed professional performs any of the services required to
be performed under this Agreement, a professional liability insurance policy in the minimum
amount of one million $1,000,000) dollars to cover any claims arising out of the
CONTRACTOR's performance of services under this Agreement.
B. The insurance coverage required of the CONTRACTOR by section 11. A.,
shall also meet the following requirements:
1. The insurance shall be primary with respect to any insurance or
coverage maintained by CITY and shall not call upon CITY's insurance or coverage for any
contribution;
2. Except for professional liability insurance, the insurance policies shall
be endorsed for contractual liability and personal injury;
3. Except for professional liability insurance, the insurance policies shall
be specifically endorsed to include the CITY, and other entities in the Franchisors' Group, their
officers, agents, employees and volunteers as additionally named insureds under the policies;
4. CONTRACTOR shall provide to PROJECT MANAGER, (a)
Certificates of Insurance evidencing the insurance coverage required herein, and (b) specific
endorsements naming CITY, and other entities in the Franchisors' Group, their officers, agents,
employees and volunteers as additional insureds under the policies;
5. The insurance policies shall provide that the insurance carrier shall
not cancel, terminate or otherwise modify the terms and conditions of said insurance policies
except upon thirty (30) days written notice to CITY's PROJECT MANAGER;
6. If the insurance is written on a Claims Made Form, then, following
termination of this Agreement, said insurance coverage shall survive for a period of not less than
five years;
7. The insurance policies shall provide for a retroactive date of
placement coinciding with the effective date of this Agreement;
8. PROJECT MANAGER and the City Attorney shall approve the
insurance as to form and sufficiency.
3
C. If it employs any person, CONTRACTOR shall maintain worker's
compensation and employer's liability insurance, as required by the State Labor Code and other
applicable laws and regulations, and as necessary to protect both CONTRACTOR and CITY
against all liability for injuries to CONTRACTOR's officers and employees.
D. Any deductibles or self-insured retentions in CONTRACTOR's insurance
policies must be declared to and approved by the PROJECT MANAGER and the City Attorney.
At CITY's option, the deductibles or self-insured retentions with respect to CITY shall be reduced
or eliminated to CITY's satisfaction, or CONTRACTOR shall procure a bond guaranteeing
payment of losses and related investigations, claims administration, attorney's fees and defense
expenses.
REMINK[kNre-14 LVA 104 IM 01
CONTRACTOR shall indemnify, release, defend and hold harmless CITY, and
other entities in the Franchisors' Group, their officers, agents, employees and volunteers, against
any claim, demand, suit, judgment, loss, liability or expense of any kind, including attorney's
fees, arising out of or resulting in any way, in whole or in part, from any acts or omissions,
intentional or negligent, of CONTRACTOR or CONTRACTOR's officers, agents and employees
in the performance of their duties and obligations under this Agreement.
►•►D :4 1 1/ I 109� •►
CONTRACTOR shall not discriminate, in any way, against any person on the basis
of age, sex, race, color, religion, ancestry, national origin or disability in connection with or
related to the performance of its duties and obligations under this Agreement.
MOL ' A ►ISO&TIVI I I MOV -11 I a WATAW
CONTRACTOR shall observe and comply with all applicable federal, state and
local laws, ordinances, codes and regulations, in the performance of its duties and obligations
under this Agreement. CONTRACTOR shall perform all services under this Agreement in
accordance with these laws, ordinances, codes and regulations. CONTRACTOR shall release,
defend, indemnify and hold harmless CITY, and other entities in the Franchisors' Group, their
officers, agents and employees from any and all damages, liabilities, penalties, fines and all
other consequences from any noncompliance or violation of any laws, ordinances, codes or
regulations.
14. NO THIRD PARTY BENEFICIARIES
CITY and CONTRACTOR do not intend, by any provision of this Agreement, to
create in any third party, any benefit or right owed by one party, under the terms and conditions
of this Agreement, to the other party.
4
15. NOTICES
All notices and other communications required or permitted to be given under this
Agreement, including any notice of change of address, shall be in writing and given by personal
delivery, or deposited with the United States Postal Service, postage prepaid, addressed to the
parties intended to be notified. Notice shall be deemed given as of the date of personal delivery,
or if mailed, upon the date of deposit with the United States Postal Service. Notice shall be
given as follows:
TO CITY: Mr. Ken Nordhoff, Assistant City Manager
City of San Rafael
1400 Fifth Avenue, Room 203
P.O. Box 151560
San Rafael CA 94915-1560
TO CONTRACTOR: Mr. Bryan Godbe, President (Co -Project Manager)
Godbe Research
60 Stone Pine Road
Half Moon Bay, CA 94019
16. INDEPENDENT CONTRACTOR
For the purposes, and for the duration, of this Agreement, CONTRACTOR, its
officers, agents and employees shall act in the capacity of an Independent Contractor, and not
as employees of the CITY. CONTRACTOR and CITY expressly intend and agree that the status
of CONTRACTOR, its officers, agents and employees be that of an Independent Contractor and
not that of an employee of CITY.
MEMO ' : 11 ► 1 M-Al1l \ 1 a]8 1 A 04 10
A. The terms and conditions of this Agreement, all exhibits attached, and all
documents expressly incorporated by reference, represent the entire Agreement of the parties
with respect to the subject matter of this Agreement.
B. This written Agreement shall supersede any and all prior agreements, oral
or written, regarding the subject matter between the CONTRACTOR and the CITY.
C. No other agreement, promise or statement, written or oral, relating to the
subject matter of this Agreement, shall be valid or binding, except by way of a written
amendment to this Agreement.
D. The terms and conditions of this Agreement shall not be altered or modified
except by a written amendment to this Agreement signed by the CONTRACTOR and the CITY.
5
E. If any conflicts arise between the terms and conditions of this Agreement,
and the terms and conditions of the attached exhibits or the documents expressly incorporated
by reference, the terms and conditions of this Agreement shall control.
►P/_\l1Vl:I
The waiver by either party of any breach or violation of any term, covenant or
condition of this Agreement, or of any ordinance law or regulation, shall not be deemed to be a
waiver of any other term, covenant, condition, ordinance, law or regulation, or of any subsequent
breach or violation of the same or other term, covenant, condition, ordinance, law or regulation.
The subsequent acceptance by either party of any fee, performance, or other consideration
which may become due or owing under this Agreement, shall not be deemed to be a waiver of
any preceding breach or violation by the other party of any term, condition, covenant of this
Agreement or any applicable law, ordinance or regulation.
The prevailing party in any action brought to enforce the terms and conditions of
this Agreement, or arising out of the performance of this Agreement, may recover its reasonable
costs (including claims administration) and attorney's fees expended in connection with such
action.
CONTRACTOR shall obtain and maintain during the duration of this Agreement, a
CITY business license as required by the San Rafael Municipal Code. CONTRACTOR shall pay
any and all state and federal taxes and any other applicable taxes. CONTRACTOR's taxpayer
identification number is 94-3383272, and CONTRACTOR certifies under penalty of perjury that
said taxpayer identification number is correct.
The laws of the State of California shall govern this Agreement.
IN WITNESS WHEREOF, the parties have executed this Agreement as of the day, month
and year first above written.
CITY OF SAN RAFAEL
` By:
City Manager
Na
CONTRACT
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Title: ?6egA
ATTEST:
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WAManagement services- WorkRe\Finance- WorkFile\Agreement and Contracts\Professional Contracts\2005\Godbe agreement.doc
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