Pam suggested that focus groups rather than mass surveys might be necessary to get at this level of refinement. Marshall suggested that users don't know or care where we start or stop. Not much we can do about it. Pam added that USF does have SOME input into product development. Dr. Wajeeh pointed out that focus groups probably are the way to go to the extent that we need to give detailed descriptions of what to analyze.
Surveys can get at the broad areas.
There is room for sampling error and measurement error. This is another reason to use multiple measures. We discussed some difficulties in capturing info from the general community. There are some groups we might target like media specialists in our service area. Monica is going to make a budget request.