Case Study #12 : Consumer Poll - Sanitary Landfill
Actual Studies, Real Results – Using Marketing Research to Grow Sales and Profits
Product Category
Consumer - Sanitary Landfill
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Research Topic
Measuring residents' opinions of expanding existing landfill
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Research Need
Existing waste landfill significantly reduced township real estate taxes but was nearly at authorized capacity. Township needed to poll residents to decide whether to expand the landfill and identify issues to be negotiated.
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Research Process
A consumer poll mail survey was conducted among the residents of the township. Residents were asked their opinions and preferences on several issues related to expanding the landfill. Data was also coded by geographic proximity of the existing landfill.
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Results
Most of the residents wanted to expand the landfill and to continue to have lowered taxes. While some of the residents living near the landfill objected to expanding the landfill, they too, wanted lower taxes. But they also felt they deserved a higher financial benefit for living closest to the landfill, which the town council felt was reasonable.
Other important concerns were also identified (and quantified) regarding additional truck traffic, traffic speeds and safety, road damage, odor control, and a few other issues. |
Links to Related Case Studies
Consumer - Opinion Poll
Consumer - Mail Survey Research