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New University of Southern California Dornsife College of Letters, Arts and Sciences/Los Angeles Times Poll

Posted by GQRR Team on

usclatpollOn behalf of the University of Southern California Dornsife College of Letters, Arts and Sciences and the Los Angeles Times, Greenberg Quinlan Rosner Research, in conjunction with American Viewpoint, conducted a new survey among 1,500 registered California voters. The latest survey shows: 


  • California Voters Stand by President Obama Despite Rising Gasoline Prices
  • California Republicans get behind Mitt Romney
  • Strong Majority Backs Jerry Brown's Tax-Hike Initiative
  • Voters Support Specific Tax Increases If Money is Used to Support Public Education and Public Safety
  • Tech firms' data gathering worries most Californians
  • Voters Across the Political Spectrum Concerned About Tech Companies Invading Their Privacy
  • 86 Percent of E-Reader Owners Still Read Books in Print
  • Even e-reader owners still like printed books
Key Findings
Frequency Questionnaire

Below you can find articles and stories on findings of this poll:

March 24
March 25
March 30
April 14

Greenberg Quinlan Rosner Research, in conjunction with American Viewpoint, conducted this survey on behalf of the University of Southern California Dornsife College of Letters, Arts and Sciences and the Los Angeles Times. 

These findings are based on a random sample survey of 1,500 (1,500 weighted) registered voters in the state of California, conducted from March 14th to 19th, 2012. Interviews were conducted by telephone using live interviewers from Interviewing Services of America. Voters were randomly selected from a list of registered voters statewide and reached on a landline or cell phone depending on the number they designated on their voter registration. Sixteen percent of this sample was reached on a cell phone. Up to five attempts were made to reach and interview each randomly selected voter. In order to examine distinctions and include a wider range of questions in this study, some questions were split into random half-samples, with 750 respondents in each split sample. 

The study includes an oversample of Latino registered voters, with the total number of Latino voters interviewed at 471 (300 weighted). All interviews among known Latinos were carried out via telephone by bilingual Latino interviewers, and conducted in the preferred language of the survey respondent, English or Spanish. Overall, 35 percent of interviews among the known Latino sample were conducted in Spanish and 65 percent in English. The technique of using fully bilingual interviewers yields higher response and cooperation rates and is greatly preferred because it does not terminate calls with Spanish-language households and require a callback. 

Upon completion of all interviewing, the results were weighted to bring the Latino oversample population into line with the racial and ethnic composition of registered voters in California. The data were weighted to reflect the total population of registered voters throughout the state, balancing on regional and demographic characteristics for gender, age, race, and party registration according to known census estimates and voter file projections.


The maximum sampling error for the overall sample of 1,500 registered voters is +/- 2.9 percentage points at the 95 percent confidence level. Margin of error for subgroups is higher. The margin of error for the 471 Latino sample respondents is +/- 5.0 percentage points at the 95 percent confidence level.