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March 2007
Mayor Sanders' Job Approval Dips; Still above Governor Schwarzenegger and Way above City Council, City Attorney Aguirre, County Board of Supervisors
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Lots of Chargers Fans, but Only Mild Support for Team's Proposal; Most Don't Think Qualcomm Needs to Go
After the home team's brilliant season on the gridiron, almost two thirds of County residents now call themselves Chargers fans. A huge majority believe San Diego's professional sports teams contribute to the City's quality of life. However, the Chargers may be fumbling when it comes to their search for a new home. As the team discusses where to move within the County, 49% oppose a Chargers' proposal to pay for the new stadium by developing land. A big part of the problem for the Chargers is that people remain attached to the current stadium. Only 29% say Qualcomm stadium needs to be replaced. Further, when asked where a new stadium should be located, the most frequent response is to put it at the existing site in Mission Valley. Oceanside is the leader among three alternative cities, but, making the situation more complex, a south county site (either Chula Vista or National City) is more popular than Oceanside.
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About the SDIPR/Competitive Edge Opinion Barometer
This survey was conducted by Competitive Edge Research & Communication (CERC) in conjunction with the San Diego Institute for Policy Research (SDIPR). SDIPR and CERC jointly determined the issues to be covered in this survey. SDIPR provided CERC with background information on the issues to be researched and both entities discussed the topics in order to produce an effective questionnaire. Final responsibility for all questions, the data collection and the analysis presented herein rests with CERC.
These findings are based on a random sample of 1000 County of San Diego residents. The interviewing was conducted March 1st through the 6th in English and Spanish from CERC's San Diego facility. Professional interviewers were specifically trained for this project. The duration of the average interview was 16 minutes. The random digit dial sample was provided by Scientific Telephone Samples of Foothill Ranch, CA. After collecting the data, results were weighted on the voter registration, gender and age variables to CERC's estimates of the overall San Diego County population gathered from the US Census and the San Diego County Registrar of Voters.
Sampling Error
According to statistical theory, the confidence level associated with a sample of this type is such that, with a question where the respondents answer 50% "yes" and 50% "no," 95% of the time the results are within plus or minus 3.2% of the true value, where true value refers to the results obtained if it were possible to interview every possible qualified respondent. The degree of error is reduced when responses have larger (e.g. 60%-40%, 70%-30%) percentage differences. Conversely, the margin of error increases when a subset of the entire 1000 responses is analyzed.
In addition to error introduced by sampling variability, there are many other possible sources of bias such as how a question is worded, the question sequence, or individual interviewer techniques. Competitive Edge does everything in its power to minimize these potential sources of bias.
A survey of this type is a good measure of current attitudes that may change over time. This survey should not necessarily serve as an unqualified predictor of events, but, as an indicator to the situation in early March, 2007.
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