The University of California San Francisco (UCSF) planned to launch a capital campaign to support the construction of a new campus in the Mission Bay area. Before doing so, it wanted to assess and understand public perceptions of the University, its medical research and teaching programs, and its contribution to the community. The University also wanted to hear local residents’ concerns about medical research in general, so that it could develop strategies to address these issues as part of the fundraising campaign.

 

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