Forum Communications Summary Report 8-12

ESSMAN/RESEARCH
MARKETING RESEARCH THAT WORKS
Referendum Measure No. 4: Fighting Sioux nickname and logo This referendum measure concerns a bill passed by the Legislature in the November 2011 special session. The bill repealed a section of the North Dakota Century Code that required the University of North Dakota to use the Fighting Sioux nickname and logo. If the election were held today, would you vote YES to approve the measure which would allow the University of North Dakota to discontinue the Fighting Sioux nickname and logo or NO to reject the measure which would require the University of North Dakota to continue using the Fighting Sioux nickname and logo. On Referendum Measure No.4, the poll finds that 56% of likely voters plan to approve Measure No. 4, with 44% voting to reject. There were no significant differences among party affiliation.
Measure No. 4 Yes, to approve No, to reject Total 100% (500) 56% (280) 44% (220) Republican (192) 51% (98) 49% (94) Political Party Democrat (117) 59% (69) 41% (48) Independent (183) 60% (109) 40% (74)
A significantly higher percentage of likely voters 18-30 years of age (65%) compared with voters over the age of 30 (41%) plan to vote no to reject Measure No. 4.
Measure No. 4 Yes, to approve No, to reject Total 100% (500) 56% (280) 44% (220) 18-30 (76) 36% (27) 65% (49) Age Breakdown 31-45 46-65 (175) (177) 62% 58% (108) (103) 38% 42% (67) (74) 65+ (72) 58% (42) 42% (30)
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ESSMAN/RESEARCH
Although 56% of likely voters plan to approve Measure No. 4, 60% of the voters in Ramsey and Ward counties will vote to reject the Measure to preserve the nickname and logo. In Sioux County (Standing Rock Reservation), 52% of likely voters plan to approve Measure No. 4 allowing the University of North Dakota to discontinue the Fighting Sioux nickname and logo and 48% plan to reject the measure.
County Breakdown All All counties, Sioux Burleigh Cass Counties excluding Sioux County County County (500) (475) (25)* (63) (116) 56% 60% 67% Yes, to 56% 52% (267) (38) (78) approve (280) (13) No, to 44% 44% 40% 33% 48% reject (220) (208) (25) (38) (12) *Significance testing is unreliable due to the small sample size. Measure No. 4 Grand Forks (42) 69% (29) 31% (13) Ramsey County (5)* 40% (2) 60% (3)* Ward County (41) 39% (16) 61% (25)
Why would you vote Yes to discontinue or do away with the nickname and logo? (Aided. Single response.) Forty-one percent of the residents who plan to vote yes to approve Measure No. 4 allowing the University of North Dakota to discontinue the Fighting Sioux nickname and logo say that keeping the nickname and logo will hurt the University of North Dakota athletics.
Percent/# of surveyed respondents
Keeping it would hurt the University of North Dakota athletics 41% / (116) I just want it to end 33% / (91) The nickname and logo should not be mandated by law 17% / (47) The nickname and logo is offensive, hostile or abusive 7% / (20) Other responses 2% (6) SO THEY CAN STAY WITHIN THE NCAA. AL CARSON IS AN IDIOT. HE IS THE ND LEGISLATURE. IT WASN'T APPROVED BY THE NCAA. IT SHOULD BE UP TO THE ALUMNI. BECAUSE I WANT THE UNIVERSITY OF NORTH DAKOTA TO BE
RECOGNIZED BY THE OTHER SCHOOLS THAT THEY COMPETE AGAINST. I THINK YOU SHOULD JUST GET RID OF IT.
ESSMAN/RESEARCH
In Sioux County, 46% of the voters polled say the University of North Dakota Fighting Sioux nickname and logo is offensive, hostile and abusive.
Vote to Approve Measure No. 4 All Counties (280) All counties, excluding Sioux (267) Sioux County (13)* County Breakdown Burleigh Cass County County (38) (78) Grand Forks (29)* Ramsey County (2)* Ward County (16)*
Keeping it would hurt University 43% 8% 32% 41% athletics (115) (1) (12) (116) Just want it to 33% 32% 39% 42% end (91) (86) (5) (16) Nickname and logo should not 17% 18% 0 18% be mandated by (47) (47) (7) law Nickname and logo is offensive, 7% 5% 3% 46% hostile and (20) (14) (1) (6) abusive *Significance testing is unreliable due to the small sample size.
46% (36) 31% (24) 19% (15)
48% (14) 24% (7) 14% (4)
0 100% (2) 0
50% (8) 25% (4) 13% (2)
4% (3)
10% (3)
13% (2)
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ESSMAN/RESEARCH
Why would you vote NO to preserve the Fighting Sioux nickname and logo? (Aided. Single response.) Forty-four percent of the residents polled who plan to reject Measure No. 4, requiring the University of North Dakota to continue using the Fighting Sioux nickname and logo, believe that the NCAA should not dictate such matters to the state or the university.
NCAA should not dictate such matters to the state or the university 44% / (96) Shows pride in the states Indian heritage 27% / (59) Shows pride in the University of North Dakota or the state of North Dakota 21% / (47) I want to hurt University of North Dakota athletics 3% / (6) Other responses 6% / (12) THE TRIBES GAVE PERMISSION TO USE THAT LOGO YEARS AGO.
THE NCAA IS IGNORING THAT. THEY WERE GETTING A LOT OF REVENUE WITH IT. THERE ARE ONLY A COUPLE PEOPLE WANTING IT CHANGED HERE IN THE FIRST PLACE. THERE IS NOTHING WRONG WITH THE NAME. THEYVE HAD THE NICKNAME FOR SO LONG AND TO CHANGE IT, YOU WOULD LOSE TRACK OF THE PAST. THEY'VE HAD THAT TEAM NAME FOR MANY, MANY YEARS AND THAT'S WHAT THE SCHOOLS TEAMS ARE KNOWN FOR. THE COST FACTOR OF CHANGING THE NAME IS RIDICULOUS. IT'S BEEN THERE FOR SO LONG WHY SHOULD SOMEBODY ELSE TELL US NOT TO HAVE IT. I DON'T THINK IT REALLY MATTERS. THEY SHOULD KEEP THE NAME BECAUSE THEY HAVE HAD IT FOR SO LONG. I FEEL LIKE IT'S BEEN THAT WAY FOR 30 OR 40 YEARS WHY CHANGE IT. WE ARE WASTING MONEY ON THIS. IF IT'S NOT BROKEN WHY FIX IT. I DON'T THINK IT OFFENDS INDIANS LIKE EVERYONE THINKS. REFUSED (1)
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ESSMAN/RESEARCH
In Sioux County, 42% of the voters polled say the University of North Dakota Fighting Sioux nickname and logo shows pride in the states Indian heritage.
Vote to Reject Measure No. 4 NCAA should not dictate such matters Shows pride in the states Indian heritage Shows pride in the University or the state I want to hurt University athletics All Counties (220) 44% (96) 27% (59) 21% (47) 3% (6) All counties, excluding Sioux (208) 45% (94) 26% (54) 21% (44) 2% (5) Sioux County (12)* 17% (2) 42% (5) 25% (3) 8% (1) County Breakdown Burleigh Cass County County (25)* (38) 48% 32% (12) (12) 24% (6) 24% (6) 4% (1) 37% (14) 24% (9) 0 Grand Forks (13)* 77% (10) 23% (3) 0 Ramsey County (3)* 33% (1) 33% (1) 0 Ward County (25)* 52% (13) 20% (5) 16% (4) 8% (2)
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ESSMAN/RESEARCH
FORUM COMMUNICATIONS COMPANY NORTH DAKOTA POLITIAL POLLING/JUNE 12 PRIMARY ELECTION SUMMARY REPORT CONFIDENTIAL _____________________________________________________________________________________
PROJECT OVERVIEW
Essman/Research, an independent marketing research firm in Des Moines, Iowa, was retained by Forum Communications Company to gather statistical data to determine whether voters in North Dakota approve or disapprove of two ballot measures on the June 12, 2012 primary ballot as well as identifying the candidates that voters will likely support for the U.S. House of Representatives and the U.S. Senate.
RESEARCH OBJECTIVES
Determine support for the following measures among likely voters: Whether North Dakota property taxes should be abolished (Measure No. 2) Whether University of North Dakota is required to be the Fighting Sioux (Measure No. 4) Who will voters support in the Primary Election for the Republican US House race Brian Kalk faces Kevin Cramer Who will voters support in the General Election race for North Dakotas open US Senate seat Democrat Heidi Heitkamp faces Republican Rick Berg or Duane Sand Who will voters support in the General Election race for the U.S. House Pam Gulleson (Democrat) faces Kevin Cramer or Brian Kalk (Republican)
TARGETED AUDIENCES
North Dakota residents/18+ years of age th Likely to vote in the June 12 Primary Election
METHODOLOGY
Essman/Research randomly surveyed 500 residents who are likely (extremely, very or th somewhat) to vote in the June 12 Primary Election. The polling was conducted from May 3 to May 8, 2012. 392 surveys (78%) were completed with residential landlines. 108 surveys (22%) were completed with cell phones. Essman/Research developed the survey and the random sample, conducted the polling, analyzed the data and prepared the Summary Report.
SAMPLING CONFIDENCE/MARGIN OF ERROR
On the total sample of 500 surveys, at a 95% confidence level, the margin of error is +/- 4.3%.
ESSMAN/RESEARCH
DEMOGRAPHICS
Gender Female Male Age 18-30 31-45 46-65 65+ County Case Burleigh Grand Forks Ware Sioux Morton Stutsman Williams Stark Rolette Walsh Burke Cavalier Dickey Golden Valley LaMoure Ramsey Richland Traill Barnes Benson Emmons Grant Griggs McLean Pierce Ransom Steele Wells Bowman Divide Dunn
52% (262) 48% (238)
15% (76) 35% (175) 35% (177) 15% (72)
23% (116) 13% (63) 8% (42) 8% (41) 5% (25) 4% (21) 3% (15) 3% (15) 3% (14) 2% (10) 2% (10) 1% (5) 1% (5) 1% (5) 1% (5) 1% (5) 1% (5) 1% (5) 1% (5) 1% (4) 1% (4) 1% (4) 1% (4) 1% (4) 1% (4) 1% (4) 1% (4) 1% (4) 1% (4) 1% (3) 1% (3) 1% (3)
ESSMAN/RESEARCH
Foster 1% (3) Kidder 1% (3) McKenzie 1% (3) Nelson 1% (3) Oliver 1% (3) Sheridan 1% (3) Less than 1% (1-2 surveys) completed in each of the following counties: Bottineau, Eddy, Logan, McIntosh, Pembina, Sargent, Slope, Towner, Billings, Hettinger, McHenry, Mercer, Mountrail Political Party Affiliation
Republican Independent Democrat Other Political Views Very liberal Somewhat liberal Moderate Somewhat conservative Very conservative Education Less than high school High school/GED Two year degree Some college College degree Post graduate Refused Attended College University of North Dakota North Dakota State University Other Ethnicity Caucasian African American Asian American Indian Native American Other Refused
38% / (192) 37% / (183) 23% / (117) 2% / (8)
5% / (24) 15% / (73) 27% / (135) 36% / (179) 18% / (89)
2% / (12) 19% / (97) 12% / (61) 18% / (89) 31% / (156) 17% / (84) <.5%/ (1)
23% / (55) 19% / (45) 58% / (140)
90% / (450) <.5% / (1) <.5% / (1) 1% / (3) 5% / (25) 2% / (12) 2% / (8)

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ESSMAN/RESEARCH

MARKETING RESEARCH THAT WORKS

MARKETING RESEARCH THAT WORKS

MARKETING RESEARCH THAT WORKS

46% (36) 31% (24) 19% (15)

48% (14) 24% (7) 14% (4)

50% (8) 25% (4) 13% (2)

MARKETING RESEARCH THAT WORKS

MARKETING RESEARCH THAT WORKS

MARKETING RESEARCH THAT WORKS

MARKETING RESEARCH THAT WORKS

Percent/# of surveyed respondents

52% (262) 48% (238)

15% (76) 35% (175) 35% (177) 15% (72)

MARKETING RESEARCH THAT WORKS

38% / (192) 37% / (183) 23% / (117) 2% / (8)

5% / (24) 15% / (73) 27% / (135) 36% / (179) 18% / (89)

23% / (55) 19% / (45) 58% / (140)

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