HMSP ss new 053010 Part Brev

SUPPORTING STATEMENT
HAWAIIAN MONK SEAL: PUBLIC KNOWLEDGE AND OPINION SURVEY
OMB CONTROL NO. 0648-XXXX

B. COLLECTIONS OF INFORMATION EMPLOYING STATISTICAL METHODS
1. Describe (including a numerical estimate) the potential respondent universe and any
sampling or other respondent selection method to be used. Data on the number of entities
(e.g. establishments, State and local governmental units, households, or persons) in the
universe and the corresponding sample are to be provided in tabular form. The tabulation
must also include expected response rates for the collection as a whole. If the collection has
been conducted before, provide the actual response rate achieved.
The potential respondent universe for the tourist/local resident intercept surveys is all local
residents and tourists in the five MHI where the surveys will be administered. The vast majority
of residents and tourists live on or visit these five islands. According to the U.S. Census Bureau,
the estimated population of Hawai‘i in 2008 was 1,288,198. Tourism is Hawai‘i’s largest
industry. According to the State of Hawai‘i Department of Business, Economic Development
and Tourism (DBEDT), an estimated 6.8 million visitors came to Hawai‘i in 2008. Therefore the
total potential universe for the tourist/local residents intercept survey is estimated to be just
above 2.4 million people (1.2 million residents plus 9 weeks/52 weeks of tourists or 1.2 million).
The potential respondent universe for the commercial tour boat operators’ survey is all
commercial passenger vessels that operate as tour boats in the five MHI where the surveys will
be administered. According to the U.S. Coast Guard, Honolulu Vessel Inspections there are 689
commercial passenger tour boats that operate in the five islands. The potential respondent
universe for the lodging operator survey includes all operators of commercial lodging facilities
that have front desk services. According to the State of Hawai‘i DBEDT in 2008, there were 532
bed & breakfasts, hotels, hostels and condominium hotels in the five MHI where the surveys will
be administered.
Respondents for surveys will be randomly selected from target audiences. Potential respondents
for intercept surveys include tourists and local residents at area beaches, fisher people, patrons of
commercial boat tours and others at local marinas. Respondents for the mail surveys will be
randomly selected from commercial boat tour and lodging operators in the MHI.
The survey will be conducted over a nine week period. The tourist/local resident intercept survey
will be stratified by time of day (morning and afternoon), day of the week (weekday and
weekend) and location in order to capture a variety of different visitors (tourists and locals) that
are in a selected location for different purposes (swimming, surfing, spear fishing, snorkeling,
lounging, etc.). The commercial boat tour and lodging operators’ mail survey will each be
stratified by the location within Hawai‘i (which of the five MHI islands) and for islands with
more than one harbor, the location on that island.
Table 2 tabulates the anticipated aggregate number of completed intercept surveys, based on an
anticipated response rate of 80%. Table 3 tabulates the anticipated number of completed mail
surveys based on an anticipated response rate of 80%.
1

Table 2: Intercept Surveys for Tourists/Local Residents
and Anticipated Number of Completion
Approximate Number of
Tourists/ Local Residents
Approached
Anticipated Response Rate
525
80%

Number of Surveys That
Would Be Completed
420

Table 3: Mail Surveys for Commercial Boat Tours and Lodging Operators
and Anticipated Number of Completion
Approximate Number of
Commercial Boat Tour
Captains and Lodging
Number of Surveys That
Operators Approached
Anticipated Response Rate
Would Be Completed
100
80%
80
The survey is intended to be used as a research tool to gather information regarding opinions and
behaviors and although statistical information is important it is not imperative that results are
quantified with a certain confidence interval or significance. It is not imperative to rank opinions
in terms of prevalence, only to determine which ones are prevalent. Descriptive statistics will be
used to develop the analysis necessary to interpret the results in a manner that may be translated
into developing effective messages for education and outreach campaigns, guiding management
strategies for dealing with human seal interactions and indicating audiences to which efforts
should be targeted.
2. Describe the procedures for the collection, including: the statistical methodology for
stratification and sample selection; the estimation procedure; the degree of accuracy
needed for the purpose described in the justification; any unusual problems requiring
specialized sampling procedures; and any use of periodic (less frequent than annual) data
collection cycles to reduce burden.
The data collection for tourists and local residents will occur as an in-person survey provided by
the survey administrator using the intercept method. This data collection effort will occur at
beaches and popular fishing areas near known monk seal haul out, pupping, and molting
locations, at marinas and local fishing tournaments. Participants will be randomly selected. After
the completion of each survey, the administrator will notify the nth passerby that the individual
has been randomly selected and ask if the individual would be able to complete a survey in
writing. Individuals declining will be asked if they are willing to take a couple of minutes to
answer “just a few questions” about monk seals. If the potential respondent still declines, the
next individual to pass by will be asked. The survey administrators will be available to explain
the survey, answer questions, and either collect the written survey upon completion, administer
the short interview survey or provide a prepaid postage return envelope if the respondent is
unable to complete the survey until a later time.
The primary goal is to obtain a general assessment of the level of knowledge and the opinions
that visitors and residents have of issues related to monk seals in the wild, therefore we do not
need a high degree of accuracy in terms of targeting the respondents or with a large sample size.
The intercept survey will be stratified by the time of day, day of the week and location. However,
we will not attempt to stratify sampling based on respondent characteristics. Summary statistics
2

and information (mainly frequencies/percentages of individual responses to particular questions
and mean/medians) will be calculated for survey responses.
The data collection for commercial boat tour and lodging operators will be distributed by mail to
those businesses operating in areas of known monk seal activity. The primary goal is to obtain a
general assessment of knowledge and the opinions of the operators as well as determine what
amount and type of information operators are conveying to clients; therefore we do not need a
high degree of accuracy in terms of targeting the respondents, or a large sample size. A list of
commercial boat tour operators conducting tours on the five MHI targeted will be compiled,
stratified according to which island they operate on, the location on that island and then sorted
alphabetically by name. The nth (e.g. 5th, 10th) name off of the list will be selected for the survey
to be mailed to. The same procedure will be followed for lodging operators. Summary statistics
and information (mainly frequencies/percentages of individual responses to particular questions
and mean/medians) will be calculated for survey responses.
3. Describe the methods used to maximize response rates and to deal with nonresponse.
The accuracy and reliability of the information collected must be shown to be adequate for
the intended uses. For collections based on sampling, a special justification must be
provided if they will not yield “reliable” data that can be generalized to the universe
studied.
Each of the survey instruments as well as the survey implementation incorporates various
elements to help maximize response rates. The surveys are user-friendly, with clear, easy to
comprehend questions. The survey topic and related questions were developed so as to be
interesting to respondents. Each survey makes ample use of listing options to allow the
respondent to answer by checking the appropriate boxes, which may aid in recall and analysis. In
addition, an in-person survey should increase the response rate over other methods that may have
been used. 1
A variety of techniques has been incorporated into this study to maximize response rates. For
those randomly selected individuals who are unable to complete the intercept survey at the time,
but who are willing to be surveyed, and those receiving the survey by mail, a postage paid preaddressed return envelope will be provided. Each questionnaire is short enough to complete in 15
minutes or less.
Intercept surveys will be conducted near the entrance point of locations. Participants will not be
required to stand at the entrance points to the chosen areas but rather will be allowed to go to a
comfortable area to sit and complete the survey, which will later be collected by one of the
survey administrators. Participants will be given the opportunity to receive and/or return the
survey by mail if they are unable to complete it onsite. Participants will have a choice to take a
copy of the survey with them or have one mailed to their home. All participants choosing this
method will be provided with a pre-addressed stamped envelope. Potential respondents who
decline to take the written survey will be asked if they are willing to answer “just a few
questions” in a one-on-one interview. In order to increase response, gain cooperation of the tour
operators and not to interfere with the limited time of paid tours, clients of commercial tours will
be asked to participate only after the tour has been completed.
1

Dillman, Don A, Jolene Smyth and Leah Christian. (2009) Internet, Mail and Mixed-Mode Surveys: The Tailored
Design Method. New York: John Wiley & Sons.

3

The implementation of the mailed surveys is based on the Dillman Tailored Design Method
(2009), which consists of multiple contacts. The initial mailing will include the questionnaire, a
pre-addressed stamped envelope and a detailed cover letter. The cover letter will explain the
project, why a response is important, a statement indicating that all personal information will be
kept confidential, and instructions for completing and returning the survey (via mail/fax/email).
Addresses on envelopes will be handwritten, and colored envelopes will be used to make them
stand out. Surveys will be tracked using individual identification numbers. A follow-up thank
you postcard will be sent seven to nine days after the questionnaire. The postcard will express
appreciation for participating and will indicate that if the completed questionnaire has not yet
been mailed, it is hoped that it will be returned soon. A second mailing will be sent to all who
have not returned the survey to date at three weeks after the initial mailing. This follow up will
consist of a different cover letter, another copy of the questionnaire, and a pre-addressed stamped
envelope.
Since the information collection is being conducted to research prevalent knowledge and
opinions for developing education and outreach tools and not to make strict statistical inferences,
it is not necessary for the correction for bias to have a high degree of accuracy. To gain some
understanding of possible bias, and determine if persons who responded to the complete survey
differ substantially for those who did not: individuals, if willing, will be given a shorter intercept
survey and commercial respondents will be sent a pre-addressed stamped postcard with a few
questions to answer. The questions are taken directly from the full surveys and include both
demographic characteristics and opinions.
4. Describe any tests of procedures or methods to be undertaken. Tests are encouraged as
effective means to refine collections, but if ten or more test respondents are involved OMB
must give prior approval.
Development of the survey instrument and methods of collection included internal reviews by
NMFS employees. Fewer than seven people were administered the survey instrument over the
course of development in order to determine both the amount of time necessary to complete the
survey and if the questions are presented in an easy to understand manner. There were no formal
focus groups held as a part of the development of this information collection.
Provide the name and telephone number of individuals consulted on the statistical aspects of the
design, and the name of the agency unit, contractor(s), grantee(s), or other person(s) who will
actually collect and/or analyze the information for the agency.
The following individuals were consulted on the statistical aspect of the survey design:
Dr. Stewart Allen
NMFS Pacific Islands Fisheries Science Center
Honolulu, HI
(808) 944-2186

4

Michelle Roberts
Natural Resource Management Specialist
Sustainable Resources Group Intn’l, Inc.
Kailua, HI.
(808) 356-0552
The following individuals will analyze the information for the agency:
Kristin Duin
Principal
Sustainable Resources Group Intn’l, Inc.
Kailua, HI.
(808) 356-0552
Michelle Roberts
Natural Resource Management Specialist
Sustainable Resources Group Intn’l, Inc.
Kailua, HI.
(808) 356-0552

5