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LODGING PERFORMANCE/MonitorSM Background & Methodology OVERVIEW D.K. Shifflet & Associates, Ltd. (DKS&A) develops its PERFORMANCE/MonitorSM data utilizing a monthly sample stratified demographically to match U.S. Census data. A new sample is drawn every month. Data collection began in 1985, we have 10 years of monthly data immediately available by brand and destination. Monthly Overlapping Mail Sequence Yields 135,000 Household Contacts for Each Month of Every Year Each mailing is sent to 45,000 different U.S. households. The DKS&A overlapping monthly mail sequence, collects the previous three months' of travel behavior for every household (e.g. January mailing collects information on travel for months of Dec., Nov., and Oct.). This mail study allows respondents to concentrate on trip and stay detail with review of their records. The continuous three-month rotation for each new mailing month controls for seasonality biases and telescoping. ANNUAL SPECIFICS DKS&A annual mailing to 540,000 households. Each monthly mailing goes to 45,000 different households (12 times/year). About 20,250 (45%) of the households return their questionnaire. Approximately 7,700 (38%) of the responding households traveled within in the past 3 months. Resulting in an annual sample of over 90,000 travelers (7,700 X 12). TRAVEL DEFINITION: "Any night away from home or a day trip over 50 miles one-way from home." Respondents report travel behavior for each trip and each stay. This method is useful in aiding memory by guiding respondents through travel specific events. The survey instrument mixes closed and open-ended questions to reduce repetition and burnout. The closed-ended questions have lists that aid recall and help respondents understand what is asked of them. The open-ended questions allow unbiased representation of name brand businesses and destination location Demographic Rebalancing of Returned Questionnaires The 45,000 monthly mail-out is demographically balanced to match the census. The returned sample is demographically re-balanced on five key measures to ensure that it remains representative of the U.S. population. Origin State, Age, Gender, Household Size, Household Income Additionally, returned questionnaires are re-balanced by Return Rate to ensure a consistent number of respondents each month (the return rate does not fluctuate more than 5% per mailing month). Total Quality Management DKS&A maintains quality control at every stage of the data collection and reporting process: In-house data entry department process all data on site, with long established quality assurance controls Internal Research department dedicated to continual and on-going quality control of reported data and logic. For more information please e-mail us at: jcaldwell@dksa.com or call Jim Caldwell at (703) 536-0933 1750 Old Meadow Road · Suite 620 · McLean, Virginia 22102 ©2006 D.K. Shifflet & Associates, Ltd.