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Cabarrus County 2010 Community Survey <br />Importance- Satisfaction Analysis <br />Cabarrus County, North Carolina <br />Overview <br />Today, community leaders have limited resources which need to be targeted to activities that are <br />of the most benefit to their residents. Two of the most important criteria for decision making are <br />(1) to target resources toward services of the highest importance to residents and (2) to target <br />resources toward those services where residents are the least satisfied. <br />The Importance- Satisfaction (IS) rating is a unique tool that allows public officials to better <br />understand both of these highly important decision making criteria for each of the services they <br />are providing. The Importance- Satisfaction rating is based on the concept that counties will <br />maximize overall satisfaction among residents by emphasizing improvements in those service <br />categories where the level of satisfaction is relatively low and the perceived importance of the <br />service is relatively high. <br />Methodology <br />The rating is calculated by summing the percentage of responses who selected an issue /service as <br />one of the most important issues /services for the County. This sum of the importance ratings is <br />then multiplied by I minus the percentage of respondents that indicated they were positively <br />satisfied with the County's performance in the related area (the sum of the ratings of 6, 7, 8, or 9 <br />on a 9 -point scale excluding "don't knows "). "Don't know" responses are excluded from the <br />calculation to ensure that the satisfaction ratings among service categories are comparable. <br />[IS= Importance x (1- Satisfaction)]. <br />Example of the Calculation. Respondents were asked to identify the county services they <br />thought were most important for the County to provide. Forty percent (40 %) of respondents <br />selected emergency preparedness as the most important services for the County to provide. <br />Based on the percentage of respondents who selected emergency preparedness as one of their top <br />five choices, emergency preparedness was the most important service among 20 services that <br />were rated. <br />ETC Institute (Dec 2010) <br />G -4 <br />Am rMUW <br />. aa� 3'9 <br />