HomeMy WebLinkAboutItem 02 Survey Results Regarding Funding for New Library AGENDA ITEM SUMMARY Meeting Date: 4/8/2019
Meeting Type: Work Session
Staff Contact/Dept.: Emily David/Library Staff Phone No: 541-726-2235
Estimated Time: 30 Minutes
S P R I N G F I E L D C I T Y C O U N C I L Council Goals: Promote and Enhance our Hometown Feel
while Focusing on Livability and Environmental Quality ITEM TITLE: SURVEY RESULTS REGARDING FUNDING FOR NEW LIBRARY
ACTION REQUESTED: In a discussion facilitated by Barb Tull of Advanced Marketing Research, Inc., provide feedback on the information and results collected in the survey, as well as
suggestions for the next steps for Library facility improvement.
ISSUE STATEMENT:
In response to Council request for a survey to gauge support of a bond measure to
fund a new library facility, the Library contracted Advanced Marketing Research,
Inc. to conduct the survey. Ms. Tull of Advanced Marketing Research, Inc. will present the results gathered from the survey.
ATTACHMENTS: 1: Library Bond Survey Report 2: PowerPoint slides for Library Bond Survey
DISCUSSION/ FINANCIAL
IMPACT:
In response to Council request at the 11/27/17 work session to survey the
community regarding their support of a potential bond measure for a new library
facility, the Library hired Advanced Marketing Research, Inc. to conduct the survey and analyze the results.
The report (Attachment 1) presents the results of the 400 survey interviews that were completed to gauge support of a $34 million project. Apart from the question
gauging level of support for a bond, additional questions were asked to gauge their
effect on the respondent’s support. These included knowing a new library would include additions of computer lab and work stations, knowing that the new library
would be jointly used with another institution like Lane Community College, and that increased operating costs would need to be obtained through a levy at a later date.
Ms. Tull will present the results of the survey and lead the discussion using the
attached PowerPoint (Attachment 2).
SURVEY OF REGISTERED VOTERS
CONDUCTED FOR
THE CITY OF SPRINGFIELD
March, 2019
P.O. Box 5244 · Eugene, OR 97405 · Phone/Fax 541-345-6600 · www.advancedmarketingresearch.com
Attachment 1, Page 1 of 47
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TABLE OF CONTENTS
EXECUTIVE SUMMARY …………………………………………. 3
IMPLEMENTATION …………………………………………. 5
Background …………………………………………………. 5 Purpose of the Study …………………………………. 5
Methodology …………………………………………………. 5
Quotas Observed …………………………………………. 6
Response Rate …………………………………………. 6
Tests for Differences Between Proportions …………. 7 Notes on Chi Square …………………………………. 7
Bound on Error …………………………………………. 8
Differences Between Percentage Points …………………. 9
ANALYSIS OF DATA …………………………………………. 10
Rating of Springfield Library …………………………. 11
Level of Support for $34 Million Bond …………………. 12
Argument: Space and Technology Limitations …………. 13
Argument: Operating Cost Money to be Obtained …. 14 Argument: New Computer Labs and Work Stations …. 15
Argument: Partnered with an Educational Institution …. 16
Effect of Arguments …………………………………………. 17
Informed Support: $34 Million Bond …………………. 18
CONCLUSIONS ...........................................…………………. 19
DATA TABLES
QUESTIONNAIRE INSTRUMENT
Attachment 1, Page 2 of 47
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EXECUTIVE SUMMARY
Introduction
The City of Springfield, faced with an aging library building, with outdated technology and limited space, contracted with Advanced Marketing Research in order to draw insights about voter behavior surrounding a 2019 library bond measure, specifically:
Likelihood of success of a bond measure
Influence of information regarding the impact of a new library building
400 registered voters living within Springfield city limits who had voted at least once in
the last four major elections were contacted by telephone and completed the survey.
Key Findings
Voters rate Springfield Library as “very good.”
The existing library is rated 4.0 overall, on a scale of one to five, where one is poor and five is excellent.
Initial support is low for the $34 million bond.
As many people oppose a bond to build a new library in Springfield, as would support such a bond. 38.5% would likely vote yes for a $34 million bond that would cost the average homeowner $100 per year. (36% “definitely yes” plus half
of 5% “lean yes.”)
41.0% would likely vote no for a $34 million bond that would cost the average
homeowner $100 per year. (38% “definitely no” plus half of 6% “lean no.”)
16% are undecided.
Information makes a difference, but not enough.
Knowing that that the new library would include computer labs and work stations
for business users and students would make 52% (much or somewhat) more
likely to support the ballot measure.
Knowing that the new library would be jointly used by an educational institution, such as Lane Community College would make 52% (much or somewhat) more
likely to support the ballot measure.
Knowing that the current library is facing space and technology limitations would
make 39% (much or somewhat) more likely to support the ballot measure.
Knowing that money for increased operating costs would need to be obtained at
a later date, at a cost of approximately fifty dollars per year for the average
homeowner would make 25% (much or somewhat) more likely to support the ballot measure, and 25% (much or somewhat) more likely to oppose the ballot measure.
Attachment 1, Page 3 of 47
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EXECUTIVE SUMMARY
Key Findings Informed support is not high enough to pass the $34 million measure.
After hearing the information pieces, 47.5% would likely vote for the $34 million
bond (combining the 42% “definitely yes” with half of the 11% “lean yes.”)
After hearing the information pieces, 6% are undecided, compared with 16%
before information.
After hearing information pieces, 36% are opposed, compared with 38% before
information, and 6% “lean opposed,” compared with 6% before information.
Conclusions
There is insufficient support for a $34 million new library bond measure, and information
is inadequate to change the outcome.
Attachment 1, Page 4 of 47
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IMPLEMENTATION
Background
Faced with an aging building, outdated technology infrastructure, and inadequate space
to meet current needs of the population, the Springfield Public Library would like to test
the likelihood of Springfield voters passing a $34 million bond to build a new library,
costing the owner of a home assessed at $200,000 $100 per year for approximately 30 years.
Purpose of the Study
The purpose of this study is to assist the City of Springfield in determining the likelihood of passing a library construction bond.
Methodology
Advanced Marketing Research was hired to conduct the research project in order to
obtain unbiased and statistically valid results.
Using questions proposed by the City of Springfield, Advanced Marketing Research
designed a questionnaire instrument to be administered by telephone. Using a random
list of registered voters living within Springfield city limits, all of whom had voted at
least once out of the last four major elections as a sampling frame, 400 interviews
were completed. Telephone interviews were conducted between March 2 and March 23, 2019.
Proper data analysis techniques were employed by Advanced Marketing Research to
avoid introducing unnecessary error and bias into the study.
Attachment 1, Page 5 of 47
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IMPLEMENTATION
Quotas Observed
The gender and age quotas below were targeted in the data collection process to reflect
the frequencies observed in the list of voters who had voted at least once out of the last
four major elections.
Males 50%
Females 50%
18-24 6%
25-34 16% 35-44 17%
45-59 25%
60+ 37%
Response Rate
Of the 485 qualified respondents reached by telephone, 400 interviews were completed, for a response rate of 83%. The overall breakdown of numbers dialed is as follows:
Refusals 85
Disconnects 1,277
Wrong Numbers 349 Language Barrier 0
Spanish Language Barrier 2
Business Numbers 81
Fax 34
No Answer 5 Answering Machine 1,510
Busy Signal 26
Call Backs 35
No Qualified Respondent 50
Completed Interviews 400 Total Numbers Dialed 3,854
Attachment 1, Page 6 of 47
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IMPLEMENTATION
Tests for Differences Between Proportions
When looking at the data tables, differences between percentage amounts can be
misleading, and statistical tests must be conducted to determine if the differences are
statistically significant. The computer makes these calculations for us, and the results
are occasional plus or minus signs at the bottom of certain cells. These indicate that those answers are more different from everybody else’s answers than could be
expected due to chance, given the sample sizes involved. Plus signs are used if the
group picks that answer more often than everyone else; minus signs if it is less than
everyone else. The number of plus or minus signs indicates the level of statistical
significance. One means the 90% level, two the 95% level, and three the 99% level. For example, two plus signs would mean that you can be 95% sure that the people
represented by that group really would pick that answer more often than the people
represented by the rest of the sample. It should be noted that this test can only be done
for banner columns that contain at least 30 people. Because of this requirement, it is possible that the test will be done for some banner columns on a table and not for
others.
Notes on Chi Square
The chi square value and its associated probability are printed beneath the first column
in each banner heading. The probability (p=.xxx) indicates the probability that the
heading and row variables are not related is .xxx. For example, a .05 probability of not being related means a 95 percent chance of being related.
Attachment 1, Page 7 of 47
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IMPLEMENTATION
Bound on Error
SAMPLE SIZE Bound on Error at
SEX Frequency Percent 95% Confidence Level
Male 200 50% 6.4%
Female 200 50% 6.4%
AGE
18-24 16 4% --
25-34 34 9% 15.4%
35-44 77 19% 10.2%
45-59 111 28% 8.5% 60+ 162 41% 7.1%
OWN/RENT
Own 299 75% 5.2% Rent 73 18% 10.5%
TOTAL 400 100% 4.9%*
* What this means is that we are 95% certain that the maximum difference between the survey proportion and the population proportion on any given question is within (plus
or minus) 4.9%, the population defined as City of Springfield voters who voted at least
once out the last four major elections.
Attachment 1, Page 8 of 47
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IMPLEMENTATION
Differences Between Percentage Points
MINIMUM DIFFERENCE IN PERCENTAGE POINTS REQUIRED FOR STATISTICAL SIGNIFICANCE IN COMPARISON OF REPORTED PERCENTAGES FOR SUBGROUPS WITH 95% CONFIDENCE
Subsample 50 100 150 200 250 300 350 400 450 500 600
50 20% 17% 16% 15% 15% 15% 15% 15% 15% 15% 15%
100 14% 13% 12% 12% 11% 11% 11% 11% 11% 11%
150 11% 11% 10% 10% 10% 9% 9% 9% 9%
200 10% 9% 9% 9% 8% 8% 8% 8%
250 9% 8% 8% 8% 8% 8% 7%
300 8% 8% 7% 7% 7% 7%
350 7% 7% 7% 7% 6%
400 7% 7% 7% 6%
450 7% 6% 6%
500 6% 6%
600 6%
Minimums are for reported percentages near 50%. When much smaller or much larger
percentages are reported, a slightly smaller minimum is required.
Attachment 1, Page 9 of 47
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ANALYSIS OF DATA
Attachment 1, Page 10 of 47
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ANALYSIS OF DATA
Rating of Springfield Library (Q2)
Springfield voters gave the Springfield Library an overall rating of 4.0 on a scale of one
to five.
Demographic Differences
Those households with a library card were more likely than households without a library
card to give the library a rating of “excellent.”
Attachment 1, Page 11 of 47
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ANALYSIS OF DATA
Level of Support for $34 Million Bond (Q3)
Respondents were asked if they would support a measure to build a new Springfield
library across the street from the current library, if it meant an increase in property taxes
of $100 per year for the average homeowner. 36% of voters say if the election were held today, they would definitely vote yes to support the new measure. An additional 5%
would lean toward voting yes. 16% are undecided. 38% are adamantly opposed, with
6% leaning toward opposed.
Combining the 36% who would “definitely” vote yes with half of the 5% who “lean” toward voting yes, yields 38.5% who would likely vote to support the measure.
The mean response is 3.0 on a five-point scale, where one is “definitely no,” and five is
“definitely yes.”
Demographic Differences
Those who voted in all four of the last four elections are more likely than others to
strongly support a library measure, while those who voted twice are less likely than
others to strongly support a library measure. Those households with a library card are
more likely than households without a library card to strongly support a library measure.
Attachment 1, Page 12 of 47
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ANALYSIS OF DATA
Argument: Space and Technology Limitations (Q4)
Respondents were asked if they would be more likely to support or oppose the measure
if they knew that the current library is facing space and technology limitations. 23% said
this information would make them “much more likely to support” the measure, while 16% said they would be “somewhat more likely to support” the measure. 60% said the
information would make no difference.
The mean response is 3.6 on a five-point scale, where one is “much more likely to
oppose,” and five is “much more likely to support.”
Demographic Differences
Females are more likely than males to be swayed by this argument.
Attachment 1, Page 13 of 47
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ANALYSIS OF DATA
Argument: Operating Cost Money to be Obtained Later (Q5)
Respondents were asked if they would be more likely to support or oppose the measure
if they knew that money for increased operating costs would need to be obtained at a
later date, at a cost of approximately fifty dollars per year for the average homeowner. 11% said this information would make them “much more likely to support” the measure,
while 14% said they would be “somewhat more likely to support” the measure. 51% said
the information would make no difference. 15% said this information would make them
“much more likely to oppose” the measure, and 10% said they would be “somewhat
more likely to oppose” the measure.
The mean response is 3.0 on a five-point scale, where one is “much more likely to
oppose,” and five is “much more likely to support.”
Demographic Differences Females are more likely than males to say they would be “much more likely to support”
the measure after hearing this argument. Those who voted twice out of the last four
elections are more likely than others to say they would be “much more likely to oppose”
the measure after hearing this argument.
Attachment 1, Page 14 of 47
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ANALYSIS OF DATA
Argument: New Computer Labs and Work Stations (Q6)
Respondents were asked if they would be more likely to support or oppose the measure
if they knew that a new library would include computer labs and work stations for
business users and students. 32% said this information would make them “much more likely to support” the measure, while 20% said they would be “somewhat more likely to
support” the measure. 43% said the information would make no difference.
The mean response is 3.7 on a five-point scale, where one is “much more likely to
oppose,” and five is “much more likely to support.”
Demographic Differences
Females, renters, those who voted once out of the last four elections, and 18 to 44 year-
olds are more likely than others to be swayed by this argument. Those over 60 are less likely than others to be swayed by this argument.
Attachment 1, Page 15 of 47
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ANALYSIS OF DATA
Argument: Partnered with an Educational Institution (Q7)
Respondents were asked if they would be more likely to support or oppose the measure
if they knew that the new library would be jointly used by an educational institution, such
as Lane Community College. 33% said this information would make them “much more likely to support” the measure, while 19% said they would be “somewhat more likely to
support” the measure. 41% said the information would make no difference.
The mean response is 3.7 on a five-point scale, where one is “much more likely to
oppose,” and five is “much more likely to support.”
Demographic Differences
Renters, those who voted once out of the last four elections, and 18 to 34 year-olds are
more likely than others to be swayed by this argument. Those over 60 are less likely
than others to be swayed by this argument.
Attachment 1, Page 16 of 47
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ANALYSIS OF DATA
Effect of Arguments (Q4-Q7)
The most effective argument for voting for a library measure is that the new library
would include computer labs and work stations for business users and students. 52%
would be “much more” or “somewhat more” likely to support the bond measure after hearing this argument. Of nearly equal effectiveness is the information that the new
library would be jointly used by an educational institution, such as Lane Community
College. This information would cause 52% to be “much more” or “somewhat more”
likely to support the bond measure. 39% would be positively swayed by the information
that the current library is facing space and technology limitations. 25% would be positively swayed, and 25% negatively swayed by the information that money for
increased operating costs would need to be obtained at a later date, at a cost of
approximately fifty dollars per year for the average homeowner.
Attachment 1, Page 17 of 47
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ANALYSIS OF DATA
Informed Support: $34 Million Bond (Q8)
After hearing information regarding the consequences of passing a library measure,
42% would “definitely” support the $34 million measure, compared with 36% before
hearing the information. 11% would “lean” toward supporting the measure, compared with 5% before the information. 6% are undecided, compared with 16% before the
information.
Combining the 42% who would “definitely” vote yes with half of the 11% who would
“lean” toward voting yes, yields 47.5% who would likely vote to support the measure, if they are informed.
Demographic Differences
Females, households with a library card, and 35 to 44 year-olds are more likely than
others to support the measure. Homeowners, and households without a library card are
more likely than others to oppose the measure.
Attachment 1, Page 18 of 47
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CONCLUSIONS
Attachment 1, Page 19 of 47
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CONCLUSIONS
Conclusions
Currently, there is insufficient voter support for a $34 million library bond measure.
Information would sway the undecided voters, but would not change the minds of those
opposed to the measure, and the impact would not be enough to change the outcome
of the election.
Attachment 1, Page 20 of 47
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DATA TABLES
Attachment 1, Page 21 of 47
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CITY OF SPRINGFIELD - 2017
———————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————— Table 2: On a scale of 1 to 5, where 1 is POOR and 5 is EXCELLENT, how would you rate
Springfield Library, overall?
Total
—————————
GENDER
————————————————————— OWN/RENT
————————————————————— # ELECTIONS VOTED/FOUR
————————————————————————————————————————————— Male
————————— Female
————————— Own
————————— Rent
————————— One
————————— Two
————————— Three
————————— Four
————————— Base 400 200 200 304 93 54 97 89 160
1 - Poor
0 0% 0 0%
0 0%
0 0%
0 0%
0 0%
0 0%
0 0%
0 0%
2
13 3% 9 5%
4 2%
11 4%
1 1%
3 6%
1 1%
6 7% ++
3 2% 3
70 18% 44 22% ++
26 13% --
49 16%
21 23%
13 24%
13 13%
17 19%
27 17% 4
118 30% 46 23% ---
72 36% +++
90 30%
28 30%
17 31%
28 29%
19 21% -
54 34% 5 - Excellent
87 22% 39 20%
48 24%
67 22%
20 22%
9 17%
25 26%
16 18%
37 23%
Don't know/No opinion
112 28% 62 31%
50 25%
87 29%
23 25%
12 22%
30 31%
31 35%
39 24% Mean
S.D.
4.0 0.9
3.8 0.9
4.1 0.8
4.0 0.9
4.0 0.8
3.8 0.9
4.1 0.8
3.8 1.0
4.0 0.8
Chi Square
14.50 .006
3.61 .461
17.38 .136
Attachment 1, Page 22 of 47
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CITY OF SPRINGFIELD - 2017
———————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————— Table 2: On a scale of 1 to 5, where 1 is POOR and 5 is EXCELLENT, how would you rate Springfield Library, overall?
Total
—————————
LIBRARY CARD
————————————————————— KIDS <18?
————————————————————— AGE
————————————————————————————————————————————— Yes
————————— No
————————— Yes
————————— No
————————— 18-34
————————— 35-44
————————— 45-59
————————— 60+
————————— Base 400 246 119 119 280 50 77 111 162
1 - Poor
0 0% 0 0%
0 0%
0 0%
0 0%
0 0%
0 0%
0 0%
0 0%
2
13 3% 5 2% -
7 6% +
7 6% +
6 2% -
1 2%
4 5%
5 5%
3 2% 3
70 18% 41 17%
21 18%
22 18%
48 17%
12 24%
16 21%
20 18%
22 14% - 4
118 30% 96 39% +++
16 13% ---
37 31%
80 29%
18 36%
23 30%
36 32%
41 25% 5 - Excellent
87 22% 72 29%
+++
12 10%
---
26 22%
61 22%
11 22%
16 21%
21 19%
39 24%
Don't know/No opinion
112 28% 32 13% ---
63 53% +++
27 23%
85 30%
8 16% --
18 23%
29 26%
57 35% +++ Mean
S.D.
4.0 0.9
4.1 0.8
3.6 1.0
3.9 0.9
4.0 0.8
3.9 0.8
3.9 0.9
3.9 0.9
4.1 0.8
Chi Square
82.73 .001
5.60 .231
14.91 .247 Prepared by Advanced Marketing Research, Inc.
Attachment 1, Page 23 of 47
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CITY OF SPRINGFIELD - 2017
———————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————— Table 3: If an election were held today would you vote for or against a measure to build a new Springfield library across the street from the current library, if it meant an increase in
property taxes of $100 per year for the average homeowner? (IF UNDECIDED:) Do
you LEAN TOWARDS voting FOR or AGAINST? (IF ASKED, THE MEDIAN
VALUE OF HOMES USED HERE IS $200,000)
Total
—————————
GENDER
————————————————————— OWN/RENT
————————————————————— # ELECTIONS VOTED/FOUR
————————————————————————————————————————————— Male
————————— Female
————————— Own
————————— Rent
————————— One
————————— Two
————————— Three
————————— Four
————————— Base 400 200 200 304 93 54 97 89 160
Against
151 38% 88 44% ++
63 32% --
120 39%
29 31%
24 44%
34 35%
34 38%
59 37%
Lean toward against
23 6% 12 6%
11 6%
17 6%
6 6%
3 6%
9 9% +
3 3%
8 5% Undecided/Don't
know
63 16% 27 14%
36 18%
45 15%
17 18%
8 15%
23 24% ++
12 13%
20 13% Lean toward for
19
5%
9
5%
10
5%
15
5%
4
4%
2
4%
7
7%
6
7%
4
3% - For
144 36% 64 32%
-
80 40%
+
107 35%
37 40%
17 31%
24 25%
---
34 38%
69 43%
++ Mean
S.D.
3.0 1.7
2.7 1.8
3.2 1.7
2.9 1.8
3.2 1.7
2.7 1.8
2.8 1.6
3.0 1.8
3.1 1.8
Chi Square
7.30 .121
2.42 .659
19.21 .084
Attachment 1, Page 24 of 47
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CITY OF SPRINGFIELD - 2017
———————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————— Table 3: If an election were held today would you vote for or against a measure to build a new Springfield library across the street from the current library, if it meant an increase in
property taxes of $100 per year for the average homeowner? (IF UNDECIDED:) Do
you LEAN TOWARDS voting FOR or AGAINST? (IF ASKED, THE MEDIAN
VALUE OF HOMES USED HERE IS $200,000)
Total
—————————
LIBRARY
CARD
————————————————————— KIDS <18?
————————————————————— AGE
————————————————————————————————————————————— Yes
————————— No
————————— Yes
————————— No
————————— 18-34
————————— 35-44
————————— 45-59
————————— 60+
————————— Base 400 246 119 119 280 50 77 111 162 Against
151 38% 78 32% ---
58 49% +++
51 43%
99 35%
20 40%
21 27% --
46 41%
64 40% Lean toward
against
23 6% 16 7%
6 5%
6 5%
17 6%
4 8%
5 6%
3 3%
11 7%
Undecided/Don't know
63 16% 41 17%
17 14%
19 16%
44 16%
9 18%
15 19%
14 13%
25 15% Lean toward for
19 5% 12 5%
4 3%
8 7%
11 4%
5 10% +
4 5%
5 5%
5 3% For
144 36% 99 40% ++
34 29% --
35 29% -
109 39% +
12 24% -
32 42%
43 39%
57 35%
Mean S.D.
3.0 1.7
3.2 1.7
2.6 1.7
2.7 1.7
3.1 1.8
2.7 1.6
3.3 1.7
3.0 1.8
2.9 1.8
Chi Square
10.23 .037
4.87 .301
13.81 .313
Prepared by Advanced Marketing Research, Inc.
Attachment 1, Page 25 of 47
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CITY OF SPRINGFIELD - 2017
———————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————— Table 4: Would you be more likely to SUPPORT or OPPOSE a library measure if you knew that the current library is facing space and technology limitations? (IF
SUPPORT/OPPOSE:) Is that MUCH or SOMEWHAT more likely to
SUPPORT/OPPOSE?
Total
—————————
GENDER
————————————————————— OWN/RENT
————————————————————— # ELECTIONS VOTED/FOUR
————————————————————————————————————————————— Male
————————— Female
————————— Own
————————— Rent
————————— One
————————— Two
————————— Three
————————— Four
————————— Base 400 200 200 304 93 54 97 89 160
Much more likely
to OPPOSE
1 0% 0 0%
1 1%
1 0%
0 0%
0 0%
0 0%
0 0%
1 1%
Somewhat more likely to OPPOSE
1 0% 1 1%
0 0%
1 0%
0 0%
0 0%
1 1% +
0 0%
0 0%
No
difference/Don't know
241 60% 137 69% +++
104 52% ---
189 62%
49 53% -
30 56%
56 58%
53 60%
102 64%
Somewhat more
likely to SUPPORT
65 16% 36 18%
29 15%
44 14%
-
21 23%
+
10 19%
13 13%
16 18%
26 16%
Much more likely to SUPPORT
92 23% 26 13% ---
66 33% +++
69 23%
23 25%
14 26%
27 28%
20 22%
31 19%
Mean S.D.
3.6 0.8
3.4 0.7
3.8 0.9
3.6 0.9
3.7 0.8
3.7 0.9
3.7 0.9
3.6 0.8
3.5 0.8
Chi Square
24.66
.001
4.67
.323
8.19
.770
Attachment 1, Page 26 of 47
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CITY OF SPRINGFIELD - 2017
———————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————— Table 4: Would you be more likely to SUPPORT or OPPOSE a library measure if you knew that the current library is facing space and technology limitations? (IF
SUPPORT/OPPOSE:) Is that MUCH or SOMEWHAT more likely to
SUPPORT/OPPOSE?
Total
—————————
LIBRARY
CARD
————————————————————— KIDS <18?
————————————————————— AGE
————————————————————————————————————————————— Yes
————————— No
————————— Yes
————————— No
————————— 18-34
————————— 35-44
————————— 45-59
————————— 60+
————————— Base 400 246 119 119 280 50 77 111 162
Much more likely to OPPOSE
1 0% 1 0%
0 0%
0 0%
1 0%
0 0%
0 0%
0 0%
1 1%
Somewhat more
likely to OPPOSE
1
0%
0
0%
1
1%
0
0%
1
0%
0
0%
0
0%
1
1%
0
0%
No difference/Don't
know
241 60% 141 57%
76 64%
66 55%
174 62%
23 46% --
39 51% -
73 66%
106 65% +
Somewhat more likely to
SUPPORT
65 16% 43 17%
18 15%
21 18%
44 16%
15 30% +++
16 21%
11 10% --
23 14%
Much more likely
to SUPPORT
92 23% 61 25%
24 20%
32 27%
60 21%
12 24%
22 29%
26 23%
32 20%
Mean
S.D.
3.6
0.8
3.7
0.9
3.5
0.8
3.7
0.9
3.6
0.8
3.8
0.8
3.8
0.9
3.6
0.9
3.5
0.8
Chi Square
4.13 .388
2.74 .602
19.99 .067 Prepared by Advanced Marketing Research, Inc.
Attachment 1, Page 27 of 47
28
CITY OF SPRINGFIELD - 2017
———————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————— Table 5: Would you be more likely to SUPPORT or OPPOSE a library measure if you knew that money for increased operating costs would need to be obtained at a later date, at a cost
of approximately $50 per year for the average homeowner? (IF
SUPPORT/OPPOSE:) Is that MUCH or SOMEWHAT more likely to
SUPPORT/OPPOSE?
Total
—————————
GENDER
————————————————————— OWN/RENT
————————————————————— # ELECTIONS VOTED/FOUR
————————————————————————————————————————————— Male
————————— Female
————————— Own
————————— Rent
————————— One
————————— Two
————————— Three
————————— Four
————————— Base 400 200 200 304 93 54 97 89 160
Much more likely to OPPOSE
58 15% 28 14%
30 15%
45 15%
12 13%
3 6% --
21 22% ++
9 10%
25 16%
Somewhat more
likely to OPPOSE
38 10% 14 7% -
24 12% +
29 10%
9 10%
7 13%
9 9%
8 9%
14 9%
No
difference/Don't know
203
51%
117
59% +++
86
43% ---
151
50%
50
54%
23
43%
41
42% -
53
60% +
86
54%
Somewhat more likely to
SUPPORT
57 14% 26 13%
31 16%
41 13%
16 17%
13 24% ++
16 16%
12 13%
16 10% --
Much more likely to SUPPORT
44 11% 15 8% --
29 15% ++
38 13% +
6 6%
8 15%
10 10%
7 8%
19 12%
Mean S.D.
3.0 1.1
2.9 1.0
3.0 1.2
3.0 1.2
2.9 1.0
3.3 1.1
2.8 1.2
3.0 1.0
2.9 1.1
Chi Square
12.33 .015
3.45 .485
19.98 .067
Attachment 1, Page 28 of 47
29
CITY OF SPRINGFIELD - 2017
———————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————— Table 5: Would you be more likely to SUPPORT or OPPOSE a library measure if you knew that money for increased operating costs would need to be obtained at a later date, at a cost
of approximately $50 per year for the average homeowner? (IF
SUPPORT/OPPOSE:) Is that MUCH or SOMEWHAT more likely to
SUPPORT/OPPOSE?
Total
—————————
LIBRARY
CARD
————————————————————— KIDS <18?
————————————————————— AGE
————————————————————————————————————————————— Yes
————————— No
————————— Yes
————————— No
————————— 18-34
————————— 35-44
————————— 45-59
————————— 60+
————————— Base 400 246 119 119 280 50 77 111 162 Much more likely
to OPPOSE
58 15% 33 13%
21 18%
15 13%
43 15%
5 10%
6 8% -
19 17%
28 17%
Somewhat more
likely to OPPOSE
38 10% 19 8%
13 11%
14 12%
24 9%
6 12%
9 12%
12 11%
11 7%
No difference/Don't
know
203 51% 126 51%
60 50%
61 51%
141 50%
25 50%
39 51%
55 50%
84 52%
Somewhat more
likely to SUPPORT
57 14% 39 16%
14 12%
19 16%
38 14%
9 18%
16 21% +
12 11%
20 12%
Much more likely
to SUPPORT
44 11% 29 12%
11 9%
10 8%
34 12%
5 10%
7 9%
13 12%
19 12%
Mean
S.D.
3.0 1.1
3.0 1.1
2.8 1.1
3.0 1.1
3.0 1.2
3.1 1.1
3.1 1.0
2.9 1.2
2.9 1.2
Chi Square
3.32 .506
2.74 .603
11.28 .505
Prepared by Advanced Marketing Research, Inc.
Attachment 1, Page 29 of 47
30
CITY OF SPRINGFIELD - 2017
———————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————— Table 6: Would you be more likely to SUPPORT or OPPOSE a library measure if you knew that a new library would include computer labs and work stations for business users and
students? (IF SUPPORT/OPPOSE:) Is that MUCH or SOMEWHAT more likely to
SUPPORT/OPPOSE?
Total
—————————
GENDER
————————————————————— OWN/RENT
————————————————————— # ELECTIONS VOTED/FOUR
————————————————————————————————————————————— Male
————————— Female
————————— Own
————————— Rent
————————— One
————————— Two
————————— Three
————————— Four
————————— Base 400 200 200 304 93 54 97 89 160
Much more likely
to OPPOSE
13 3% 4 2%
9 5%
12 4%
0 0%
1 2%
5 5%
1 1%
6 4%
Somewhat more likely to OPPOSE
8 2% 4 2%
4 2%
6 2%
2 2%
1 2%
3 3%
0 0%
4 3%
No
difference/Don't know
173 43% 90 45%
83 42%
141 46% ++
30 32% --
15 28% --
40 41%
42 47%
76 48%
Somewhat more
likely to SUPPORT
79 20% 56 28%
+++
23 12%
---
62 20%
17 18%
10 19%
20 21%
21 24%
28 18%
Much more likely to SUPPORT
127 32% 46 23% ---
81 41% +++
83 27% ---
44 47% +++
27 50% +++
29 30%
25 28%
46 29%
Mean S.D.
3.7 1.0
3.7 0.9
3.8 1.1
3.7 1.0
4.1 0.9
4.1 1.0
3.7 1.1
3.8 0.9
3.7 1.0
Chi Square
25.64
.001
16.05
.003
17.16
.144
Attachment 1, Page 30 of 47
31
CITY OF SPRINGFIELD - 2017
———————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————— Table 6: Would you be more likely to SUPPORT or OPPOSE a library measure if you knew that a new library would include computer labs and work stations for business users and
students? (IF SUPPORT/OPPOSE:) Is that MUCH or SOMEWHAT more likely to
SUPPORT/OPPOSE?
Total
—————————
LIBRARY
CARD
————————————————————— KIDS <18?
————————————————————— AGE
————————————————————————————————————————————— Yes
————————— No
————————— Yes
————————— No
————————— 18-34
————————— 35-44
————————— 45-59
————————— 60+
————————— Base 400 246 119 119 280 50 77 111 162
Much more likely to OPPOSE
13 3% 8 3%
5 4%
4 3%
9 3%
1 2%
1 1%
4 4%
7 4%
Somewhat more
likely to OPPOSE
8
2%
5
2%
3
3%
1
1%
7
3%
2
4%
0
0%
2
2%
4
2%
No difference/Don't
know
173 43% 102 41%
52 44%
53 45%
119 43%
9 18% ---
31 40%
48 43%
85 52% +++
Somewhat more likely to
SUPPORT
79 20% 47 19%
26 22%
27 23%
52 19%
15 30% +
13 17%
23 21%
28 17%
Much more likely
to SUPPORT
127 32% 84 34%
33 28%
34 29%
93 33%
23 46% ++
32 42% ++
34 31%
38 23% ---
Mean
S.D.
3.7
1.0
3.8
1.0
3.7
1.0
3.7
1.0
3.8
1.0
4.1
1.0
4.0
1.0
3.7
1.0
3.5
1.0
Chi Square
1.72 .788
2.51 .642
27.83 .006 Prepared by Advanced Marketing Research, Inc.
Attachment 1, Page 31 of 47
32
CITY OF SPRINGFIELD - 2017
———————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————— Table 7: Would you be more likely to SUPPORT or OPPOSE a library measure if you knew that the new library would be jointly used by an educational institution, such as Lane
Community College? (IF SUPPORT/OPPOSE:) Is that MUCH or SOMEWHAT
more likely to SUPPORT/OPPOSE?
Total
—————————
GENDER
————————————————————— OWN/RENT
————————————————————— # ELECTIONS VOTED/FOUR
————————————————————————————————————————————— Male
————————— Female
————————— Own
————————— Rent
————————— One
————————— Two
————————— Three
————————— Four
————————— Base 400 200 200 304 93 54 97 89 160
Much more likely
to OPPOSE
17 4% 7 4%
10 5%
14 5%
2 2%
1 2%
6 6%
3 3%
7 4%
Somewhat more likely to OPPOSE
15 4% 4 2% -
11 6% +
11 4%
4 4%
4 7%
4 4%
1 1%
6 4%
No
difference/Don't know
162 41% 85 43%
77 39%
131 43% +
30 32% -
12 22% ---
36 37%
39 44%
75 47% ++
Somewhat more
likely to SUPPORT
75 19% 43 22%
32 16%
58 19%
16 17%
13 24%
19 20%
15 17%
28 18%
Much more likely to SUPPORT
131 33% 61 31%
70 35%
90 30% --
41 44% +++
24 44% ++
32 33%
31 35%
44 28% -
Mean S.D.
3.7 1.1
3.7 1.0
3.7 1.2
3.7 1.1
4.0 1.1
4.0 1.1
3.7 1.2
3.8 1.0
3.6 1.1
Chi Square
6.42
.170
7.87
.096
16.81
.157
Attachment 1, Page 32 of 47
33
CITY OF SPRINGFIELD - 2017
———————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————— Table 7: Would you be more likely to SUPPORT or OPPOSE a library measure if you knew that the new library would be jointly used by an educational institution, such as Lane
Community College? (IF SUPPORT/OPPOSE:) Is that MUCH or SOMEWHAT
more likely to SUPPORT/OPPOSE?
Total
—————————
LIBRARY
CARD
————————————————————— KIDS <18?
————————————————————— AGE
————————————————————————————————————————————— Yes
————————— No
————————— Yes
————————— No
————————— 18-34
————————— 35-44
————————— 45-59
————————— 60+
————————— Base 400 246 119 119 280 50 77 111 162
Much more likely to OPPOSE
17 4% 9 4%
6 5%
6 5%
11 4%
1 2%
3 4%
6 5%
7 4%
Somewhat more
likely to OPPOSE
15
4%
9
4%
3
3%
6
5%
9
3%
2
4%
2
3%
3
3%
8
5%
No difference/Don't
know
162 41% 98 40%
48 40%
46 39%
115 41%
10 20% ---
23 30% --
49 44%
80 49% +++
Somewhat more likely to
SUPPORT
75 19% 48 20%
22 18%
25 21%
50 18%
11 22%
20 26% +
19 17%
25 15%
Much more likely
to SUPPORT
131 33% 82 33%
40 34%
36 30%
95 34%
26 52% +++
29 38%
34 31%
42 26% --
Mean
S.D.
3.7
1.1
3.8
1.1
3.7
1.1
3.7
1.1
3.7
1.1
4.2
1.0
3.9
1.1
3.6
1.1
3.5
1.1
Chi Square
0.74 .946
1.89 .756
25.26 .014 Prepared by Advanced Marketing Research, Inc.
Attachment 1, Page 33 of 47
34
CITY OF SPRINGFIELD - 2017
———————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————— Table 8: Now, after what you've heard, If an election were held today, would you vote for or against a measure to build a new Springfield library across the street from the current
library, if it meant an increase in property taxes of $100 per year for the average
homeowner? (IF UNDECIDED:) Do you LEAN TOWARDS voting FOR or
AGAINST?
Total
—————————
GENDER
————————————————————— OWN/RENT
————————————————————— # ELECTIONS VOTED/FOUR
————————————————————————————————————————————— Male
————————— Female
————————— Own
————————— Rent
————————— One
————————— Two
————————— Three
————————— Four
————————— Base 400 200 200 304 93 54 97 89 160
Against
142 36% 75 38%
67 34%
120 39% +++
20 22% ---
16 30%
39 40%
27 30%
60 38%
Lean toward against
22 6% 12 6%
10 5%
17 6%
5 5%
2 4%
10 10% ++
7 8%
3 2% --- Undecided/Don't
know
25 6% 16 8%
9 5%
17 6%
7 8%
3 6%
5 5%
6 7%
11 7% Lean toward for
45
11%
23
12%
22
11%
29
10% -
16
17% ++
10
19% +
15
15%
8
9%
12
8% - For
166 42% 74 37%
-
92 46%
+
121 40%
45 48%
23 43%
28 29%
---
41 46%
74 46%
Mean
S.D.
3.2 1.8
3.0 1.8
3.3 1.8
3.0 1.8
3.7 1.6
3.4 1.7
2.8 1.7
3.3 1.8
3.2 1.8
Chi Square
4.57 .335
11.91 .018
23.00 .028
Attachment 1, Page 34 of 47
35
CITY OF SPRINGFIELD - 2017
———————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————— Table 8: Now, after what you've heard, If an election were held today, would you vote for or against a measure to build a new Springfield library across the street from the current
library, if it meant an increase in property taxes of $100 per year for the average
homeowner? (IF UNDECIDED:) Do you LEAN TOWARDS voting FOR or
AGAINST?
Total
—————————
LIBRARY
CARD
————————————————————— KIDS <18?
————————————————————— AGE
————————————————————————————————————————————— Yes
————————— No
————————— Yes
————————— No
————————— 18-34
————————— 35-44
————————— 45-59
————————— 60+
————————— Base 400 246 119 119 280 50 77 111 162 Against
142 36% 70 28% ---
58 49% +++
43 36%
98 35%
13 26%
21 27% -
43 39%
65 40% Lean toward
against
22 6% 16 7%
3 3%
-
9 8%
13 5%
4 8%
4 5%
8 7%
6 4%
Undecided/Don't know
25 6% 14 6%
9 8%
3 3% --
22 8% ++
1 2%
3 4%
8 7%
13 8% Lean toward for
45 11% 34 14% ++
10 8%
16 13%
29 10%
12 24% +++
9 12%
8 7%
16 10% For
166 42% 112 46% ++
39 33% --
48 40%
118 42%
20 40%
40 52% ++
44 40%
62 38%
Mean S.D.
3.2 1.8
3.4 1.7
2.7 1.8
3.1 1.8
3.2 1.8
3.4 1.7
3.6 1.8
3.0 1.8
3.0 1.8
Chi Square
17.41 .002
5.89 .208
20.94 .051
Prepared by Advanced Marketing Research, Inc.
Attachment 1, Page 35 of 47
36
CITY OF SPRINGFIELD - 2017
———————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————— Table 9: Do you or anyone in your household have a Springfield library card?
Total
—————————
GENDER
————————————————————— OWN/RENT
————————————————————— # ELECTIONS VOTED/FOUR
————————————————————————————————————————————— Male
————————— Female
————————— Own
————————— Rent
————————— One
————————— Two
————————— Three
————————— Four
————————— Base 400 200 200 304 93 54 97 89 160
Yes
246 62% 106 53% ---
140 70% +++
191 63%
55 59%
30 56%
62 64%
51 57%
103 64% No
119 30% 70 35% ++
49 25% --
86 28%
31 33%
22 41% +
26 27%
25 28%
46 29% Don't
know/Refused
35
9%
24
12% ++
11
6% --
27
9%
7
8%
2
4%
9
9%
13
15% ++
11
7% Chi Square
13.23 .001
0.92 .630
9.22 .162
Total
—————————
LIBRARY CARD
————————————————————— KIDS <18?
————————————————————— AGE
————————————————————————————————————————————— Yes
————————— No
————————— Yes
————————— No
————————— 18-34
————————— 35-44
————————— 45-59
————————— 60+
————————— Base 400 246 119 119 280 50 77 111 162 Yes
246 62% 246 100% +++
0 0%
92 77% +++
154 55% ---
29 58%
55 71% ++
70 63%
92 57% No
119 30% 0 0%
119 100% +++
16 13% ---
102 36% +++
19 38%
16 21% -
28 25%
56 35% + Don't know/Refused
35 9% 0 0%
0 0%
11 9%
24 9%
2 4%
6 8%
13 12%
14 9%
Chi Square
365.00 .001
21.70 .001
9.70 .138
Prepared by Advanced Marketing Research, Inc.
Attachment 1, Page 36 of 47
37
CITY OF SPRINGFIELD - 2017
———————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————— Table 10: Do you have children under 18 living in your residence?
Total
—————————
GENDER
————————————————————— OWN/RENT
————————————————————— # ELECTIONS VOTED/FOUR
————————————————————————————————————————————— Male
————————— Female
————————— Own
————————— Rent
————————— One
————————— Two
————————— Three
————————— Four
————————— Base 400 200 200 304 93 54 97 89 160
Yes
119 30% 56 28%
63 32%
95 31%
24 26%
21 39%
43 44% +++
31 35%
24 15% --- No
280 70% 143 72%
137 69%
208 68%
69 74%
33 61%
54 56% ---
58 65%
135 84% +++ Don't
know/Refused
1
0%
1
1%
0
0%
1
0%
0
0%
0
0%
0
0%
0
0%
1
1% Chi Square
1.54 .463
1.35 .509
30.90 .001
Total
—————————
LIBRARY CARD
————————————————————— KIDS <18?
————————————————————— AGE
————————————————————————————————————————————— Yes
————————— No
————————— Yes
————————— No
————————— 18-34
————————— 35-44
————————— 45-59
————————— 60+
————————— Base 400 246 119 119 280 50 77 111 162 Yes
119 30% 92 37% +++
16 13% ---
119 100% +++
0 0%
17 34%
58 75% +++
36 32%
8 5% --- No
280 70% 154 63% ---
102 86% +++
0 0%
280 100% +++
33 66%
18 23% ---
75 68%
154 95% +++ Don't know/Refused
1 0% 0 0%
1 1%
0 0%
0 0%
0 0%
1 1% ++
0 0%
0 0%
Chi Square
23.73 .001
399.00 .001
130.70 .001
Prepared by Advanced Marketing Research, Inc.
Attachment 1, Page 37 of 47
38
CITY OF SPRINGFIELD - 2017
———————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————— Table 11: Do you own or rent your residence?
Total
—————————
GENDER
————————————————————— OWN/RENT
————————————————————— # ELECTIONS VOTED/FOUR
————————————————————————————————————————————— Male
————————— Female
————————— Own
————————— Rent
————————— One
————————— Two
————————— Three
————————— Four
————————— Base 400 200 200 304 93 54 97 89 160
Own
299 75% 149 75%
150 75%
299 98% +++
0 0%
30 56% ---
66 68% -
71 80%
132 83% +++ Rent
73 18% 34 17%
39 20%
0 0%
73 78% +++
13 24%
25 26% ++
13 15%
22 14% - Live with parents
20
5%
12
6%
8
4%
0
0%
20
22% +++
9
17% +++
4
4%
3
3%
4
3% - Own mobile home
in leased space
5 1% 3 2%
2 1%
5 2%
0 0%
2 4% +
2 2%
0 0%
1 1% REFUSED
3 1% 2 1%
1 1%
0 0%
0 0%
0 0%
0 0%
2 2% +
1 1%
Chi Square
1.68 .795
397.00 .001
37.14 .001
Total
—————————
LIBRARY CARD
————————————————————— KIDS <18?
————————————————————— AGE
————————————————————————————————————————————— Yes
————————— No
————————— Yes
————————— No
————————— 18-34
————————— 35-44
————————— 45-59
————————— 60+
————————— Base 400 246 119 119 280 50 77 111 162
Own
299 75% 190 77%
83 70%
94 79%
204 73%
12 24% ---
62 81%
87 78%
138 85% +++
Rent
73 18% 44 18%
22 18%
18 15%
55 20%
22 44% +++
14 18%
20 18%
17 10% --- Live with parents
20 5% 11 4%
9 8%
6 5%
14 5%
16 32% +++
0 0%
4 4%
0 0% Own mobile home
in leased space
5 1% 1 0% -
3 3%
1 1%
4 1%
0 0%
1 1%
0 0%
4 2% + REFUSED
3 1% 0 0%
2 2%
0 0%
3 1%
0 0%
0 0%
0 0%
3 2%
++
Attachment 1, Page 38 of 47
39
Chi Square
9.42 .051 2.86 .582 137.27 .001
Prepared by Advanced Marketing Research, Inc.
Attachment 1, Page 39 of 47
40
CITY OF SPRINGFIELD - 2017
———————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————— Table 12: Please tell me when I read the category that contains your age:
Total
—————————
GENDER
————————————————————— OWN/RENT
————————————————————— # ELECTIONS VOTED/FOUR
————————————————————————————————————————————— Male
————————— Female
————————— Own
————————— Rent
————————— One
————————— Two
————————— Three
————————— Four
————————— Base 400 200 200 304 93 54 97 89 160
18-24
16 4% 9 5%
7 4%
1 0% ---
15 16% +++
9 17% +++
4 4%
1 1%
2 1% --
25-34
34
9%
18
9%
16
8%
11
4% ---
23
25% +++
11
20% +++
12
12%
4
4%
7
4% --
35-44
77 19% 29 15%
--
48 24%
++
63 21%
14 15%
12 22%
28 29%
+++
22 25%
15 9%
---
45-59
111 28% 56 28%
55 28%
87 29%
24 26%
13 24%
33 34%
28 31%
37 23% -
60+
162 41% 88 44%
74 37%
142 47% +++
17 18% ---
9 17% ---
20 21% ---
34 38%
99 62% +++
Chi Square
6.27 .180
96.93 .001
94.99 .001
Attachment 1, Page 40 of 47
41
CITY OF SPRINGFIELD - 2017
———————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————— Table 12: Please tell me when I read the category that contains your age:
Total
—————————
LIBRARY CARD
————————————————————— KIDS <18?
————————————————————— AGE
————————————————————————————————————————————— Yes
————————— No
————————— Yes
————————— No
————————— 18-34
————————— 35-44
————————— 45-59
————————— 60+
————————— Base 400 246 119 119 280 50 77 111 162
18-24
16 4% 7 3%
9 8% ++
5 4%
11 4%
16 32% +++
0 0%
0 0%
0 0%
25-34
34 9% 22 9%
10 8%
12 10%
22 8%
34 68% +++
0 0%
0 0%
0 0%
35-44
77 19% 55 22% ++
16 13% -
58 49% +++
18 6% ---
0 0%
77 100% +++
0 0%
0 0%
45-59
111
28%
70
28%
28
24%
36
30%
75
27%
0
0%
0
0%
111
100% +++
0
0%
60+
162 41% 92 37%
56 47% +
8 7% ---
154 55% +++
0 0%
0 0%
0 0%
162 100% +++
Chi Square
9.94 .041
127.29 .001
1000+ .001 Prepared by Advanced Marketing Research, Inc.
Attachment 1, Page 41 of 47
42
CITY OF SPRINGFIELD - 2017
———————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————— Table 13: THANK YOU FOR YOUR TIME! Hang up and record: Gender:
Total
—————————
GENDER
————————————————————— OWN/RENT
————————————————————— # ELECTIONS VOTED/FOUR
————————————————————————————————————————————— Male
————————— Female
————————— Own
————————— Rent
————————— One
————————— Two
————————— Three
————————— Four
————————— Base 400 200 200 304 93 54 97 89 160
Male
200 50% 200 100% +++
0 0%
152 50%
46 49%
27 50%
39 40% --
60 67% +++
74 46% Female
200 50% 0 0%
200 100% +++
152 50%
47 51%
27 50%
58 60% ++
29 33% ---
86 54%
Chi Square
400.00 .001
0.01 .928
15.42 .001
Total
—————————
LIBRARY
CARD
————————————————————— KIDS <18?
————————————————————— AGE
————————————————————————————————————————————— Yes
————————— No
————————— Yes
————————— No
————————— 18-34
————————— 35-44
————————— 45-59
————————— 60+
————————— Base 400 246 119 119 280 50 77 111 162
Male
200 50% 106 43% ---
70 59% ++
56 47%
143 51%
27 54%
29 38% --
56 50%
88 54% Female
200 50% 140 57% +++
49 41% --
63 53%
137 49%
23 46%
48 62% ++
55 50%
74 46% Chi Square
7.95 .005
0.54 .463
6.23 .101
Prepared by Advanced Marketing Research, Inc.
Attachment 1, Page 42 of 47
43
CITY OF SPRINGFIELD - 2017
———————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————— Table 14: Number of elections voted in out of the last four major elections:
Total
—————————
GENDER
————————————————————— OWN/RENT
————————————————————— # ELECTIONS VOTED/FOUR
————————————————————————————————————————————— Male
————————— Female
————————— Own
————————— Rent
————————— One
————————— Two
————————— Three
————————— Four
————————— Base 400 200 200 304 93 54 97 89 160
One
54 14% 27 14%
27 14%
32 11% ---
22 24% +++
54 100% +++
0 0%
0 0%
0 0% Two
97 24% 39 20% --
58 29% ++
68 22%
29 31% +
0 0%
97 100% +++
0 0%
0 0% Three
89
22%
60
30% +++
29
15% ---
71
23%
16
17%
0
0%
0
0%
89
100% +++
0
0% Four
160 40% 74 37%
86 43%
133 44% +++
26 28% ---
0 0%
0 0%
0 0%
160 100% +++ Chi Square
15.42 .001
16.95 .001
1000+ .001
Total
—————————
LIBRARY CARD
————————————————————— KIDS <18?
————————————————————— AGE
————————————————————————————————————————————— Yes
————————— No
————————— Yes
————————— No
————————— 18-34
————————— 35-44
————————— 45-59
————————— 60+
————————— Base 400 246 119 119 280 50 77 111 162
One
54 14% 30 12%
22 18% +
21 18%
33 12%
20 40% +++
12 16%
13 12%
9 6% --- Two
97 24% 62 25%
26 22%
43 36% +++
54 19% ---
16 32%
28 36% +++
33 30%
20 12% ---
Three
89 22% 51 21%
25 21%
31 26%
58 21%
5 10% --
22 29%
28 25%
34 21% Four
160 40% 103 42%
46 39%
24 20% ---
135 48% +++
9 18% ---
15 19% ---
37 33% -
99 61% +++ Chi Square
2.81 .422
29.42 .001
89.58 .001
Prepared by Advanced Marketing Research, Inc.
Attachment 1, Page 43 of 47
44
QUESTIONNAIRE INSTRUMENT
Attachment 1, Page 44 of 47
45
SPRINGFIELD LIBRARY SURVEY - 2019 1. Hello, I’m ___ with Advanced Marketing Research, conducting a brief survey for the City of
Springfield. (Ask for voter on list) Do you live within Springfield city limits? (IF NOT,
TERMINATE)
2. On a scale of 1 to 5, where 1 is POOR and 5 is EXCELLENT, how would you rate Springfield Library, overall?
1 2 3 4 5 6 Don’t know
3. If an election were held today, would you vote for or against a measure to build a new Springfield library across the street from the current library, if it meant an increase in
property taxes of $100 per year for the average homeowner? IF UNDECIDED: Do you
LEAN TOWARDS voting FOR or AGAINST? (IF ASKED, THE MEDIAN VALUE OF
HOMES USED HERE IS $200,000)
1( ) Against 2( ) Lean toward against
3( ) Undecided/Don’t know
4( ) Lean toward for
5( ) For
4. Would you be more likely to support or to oppose a library measure if you knew that the
current library is facing space and technology limitations? (IF SUPPORT/OPPOSE:) Is that
MUCH or SOMEWHAT more likely to SUPPORT/OPPOSE?
1( ) Much more likely to oppose
2( ) Somewhat more likely to oppose 3( ) No difference/Don’t know
4( ) Somewhat more likely to support
5( ) Much more likely to support
5. Would you be more likely to support or to oppose a library measure if you knew that money for increased operating costs would need to be obtained at a later date, at a cost of
approximately $50 per year for the average homeowner? (IF SUPPORT/OPPOSE:) Is that
MUCH or SOMEWHAT more likely to SUPPORT/OPPOSE?
1( ) Much more likely to oppose
2( ) Somewhat more likely to oppose 3( ) No difference/Don’t know
4( ) Somewhat more likely to support
5( ) Much more likely to support
Attachment 1, Page 45 of 47
46
6. Would you be more likely to support or to oppose a library measure if you knew that a new library would include computer labs and work stations for business users and students? (IF
SUPPORT/OPPOSE:) Is that MUCH or SOMEWHAT more likely to
SUPPORT/OPPOSE?
1( ) Much more likely to oppose 2( ) Somewhat more likely to oppose 3( ) No difference/Don’t know
4( ) Somewhat more likely to support
5( ) Much more likely to support
7. Would you be more likely to support or to oppose a library measure if you knew that the new library would be jointly used by an educational institution, such as Lane Community
College? (IF SUPPORT/OPPOSE:) Is that MUCH or SOMEWHAT more likely to
SUPPORT/OPPOSE?
1( ) Much more likely to oppose 2( ) Somewhat more likely to oppose 3( ) No difference/Don’t know
4( ) Somewhat more likely to support
5( ) Much more likely to support
8. Now, after what you’ve heard, if an election were held today, would you vote for or against a measure to build a new Springfield library across the street from the current library, if it
meant an increase in property taxes of $100 per year for the average homeowner? IF
UNDECIDED: Do you LEAN TOWARDS voting FOR or AGAINST? (IF ASKED, THE
MEDIAN VALUE OF HOMES USED HERE IS $200,000) 1( ) Against 2( ) Lean toward against
3( ) Undecided/Don’t know
4( ) Lean toward for
5( ) For 9. Do you or anyone in your household have a Springfield library card?
1( ) Yes 2( ) No 3( ) Don’t know/Refused
10. Do you have children under 18 living in your residence? 1( ) Yes 2( ) No 3( ) Don’t know/Refused
11. Do you own or rent your residence?
1( ) Own 2( ) Rent 3( ) Don’t know/Refused
12. Please tell me when I read the category that contains your age: 1( ) 18-24 4( ) 45-59
2( ) 25-34 5( ) 60+
3( ) 35-44 6( ) REFUSED – DO NOT READ; RECORD OFF VOTER’S LIST
Attachment 1, Page 46 of 47
47
THANK YOU FOR YOUR TIME! 13. Gender: 1( ) Male 2( ) Female
14. Number of elections voted in:
1( ) One 4( ) Four 2( ) Two 5( ) ZERO 3( ) Three
15. Phone Number:____________________________
16. Interviewer:_______________________________
Attachment 1, Page 47 of 47
SURVEY OF VOTERS
FOR THE CITY OF SPRINGFIELD
March, 2019
Attachment 2, Page 1 of 12
Methodology
•Telephone survey
•400 interviews completed with Springfield
voters who voted at least once out of last four
major elections
•Conducted between March 2 and March 23,
2019
•83% response rate
•Plus or minus 4.9% confidence interval
Attachment 2, Page 2 of 12
Rating of Springfield Library
28%
0%
3%
18%
30%
22%
0%5%10%15%20%25%30%35%
Don't Know
1 - Poor
2
3
4
5 - Excellent
Mean=4.0 on 5-Point Scale
Mean=4.0
Attachment 2, Page 3 of 12
Support for $34 Million Bond
38%
6%
16%
5%
36%
0%5%10%15%20%25%30%35%40%
Definitely No
Lean No
Don't Know
Lean Yes
Definitely Yes
Mean=3.0 on 5-Point Scale
Mean=3.0
Likely “Yes” Vote:
38.5%
100% Definitely Yes
50% Lean Yes
Attachment 2, Page 4 of 12
Argument: Current Space and
Technology Limitations
0%
0%
60%
16%
23%
0%10%20%30%40%50%60%70%
Much More Oppose
Somewhat More Oppose
No Difference
Somewhat More Support
Much More Support
Mean=3.6
Mean=3.6 on 5-Point Scale Attachment 2, Page 5 of 12
Argument: Increased Operating Cost $
Would be Needed Later
15%
10%
51%
14%
11%
0%10%20%30%40%50%60%
Much More Oppose
Somewhat More Oppose
No Difference
Somewhat More Support
Much More Support
Mean=3.0
Mean=3.0 on 5-Point Scale Attachment 2, Page 6 of 12
Argument: Computer Labs and Work
Stations Would Be Included
3%
2%
43%
20%
32%
0%10%20%30%40%50%
Much More Oppose
Somewhat More Oppose
No Difference
Somewhat More Support
Much More Support
Mean=3.7
Mean=3.7 on 5-Point Scale Attachment 2, Page 7 of 12
Argument: Jointly Used by an
Educational Institution
4%
4%
41%
19%
33%
0%10%20%30%40%50%
Much More Oppose
Somewhat More Oppose
No Difference
Somewhat More Support
Much More Support
Mean=3.7 on 5-Point Scale
Mean=3.7
Attachment 2, Page 8 of 12
Effect of Arguments
52% 52%
39%
25%
5% 8%
1%
25%
0%
20%
40%
60%
Computer labs Educational
institution
Space & tech
limits
Operating $
needed
More Support More Opposed
Attachment 2, Page 9 of 12
Informed Support for $34 Million Bond
36%
6%
6%
11%
42%
0%10%20%30%40%50%
Definitely No
Lean No
Don't Know
Lean Yes
Definitely Yes
Mean=3.2 on 5-Point Scale
Mean=3.2
Likely “Yes” Vote:
47.5%
100% Definitely Yes
50% Lean Yes
Attachment 2, Page 10 of 12
Informed Support: Households With
and Without Library Cards
49%
3%
8%
8%
33%
28%
7%
6%
14%
46%
0%10%20%30%40%50%60%
Definitely No
Lean No
Don't Know
Lean Yes
Definitely Yes
With Card Without Card
WITH CARD
Likely “Yes” Vote:
53%
100% Definitely Yes
50% Lean Yes
WITHOUT CARD
Likely “Yes” Vote:
37%
100% Definitely Yes
50% Lean Yes
Attachment 2, Page 11 of 12
QUESTIONS?
Contact
BARBARA TULL
ADVANCED MARKETING RESEARCH, INC.
btull@advancedmarketingresearch.com
541-345-6600
Presentation copyright 2018 Advanced Marketing Research, Inc.
Attachment 2, Page 12 of 12