Final Report
Survey of Long Beach Voters
Conducted for:
JetBlue Airways
May, 2003
________________________________________________________________________________________________________________ ___________
60 Stone Pine Road
Half Moon Bay CA 94019-1739
Phone 650/712-3137
Fax 650/712-3131
95 South Market Street, Suite 300
San Jose CA 95113-2350
Phone 408/288-9232
Fax 408/288-9212
445 South Figueroa Street, 2600
Los Angeles CA 90071-1631
Phone 213/624-8863
Fax 213/624-8864
640 Grand Avenue, Suite G
Carlsbad CA 92008-2365
Phone 760/730-2941
Fax 760/720-4706
Table of Contents
Table of Contents
List of Figures .............................................................................................................................ii
List of Tables .............................................................................................................................iii
Introduction............................................................................................................................... 1
Executive Summary .................................................................................................................. 2
Methodology .............................................................................................................................. 6
Issues of Importance ............................................................................................................... 13
Overall Perception of Long Beach Airport............................................................................... 16
First Ballot Test ........................................................................................................................ 19
Features and Services of the Long Beach Airport .................................................................... 22
Issues Regarding the Long Beach Airport Proposal ................................................................ 26
Second Ballot Test.................................................................................................................... 29
Awareness, Perception, and Use of Airlines ............................................................................. 32
JetBlue Recommended ............................................................................................................ 40
Use of the Long Beach Airport................................................................................................. 44
Recommendations for the Long Beach Airport ...................................................................... 49
Additional Demographic & Behavioral Information ............................................................. 51
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List of Figures
List of Figures
Figure 1.
Figure 2.
Figure 3.
Figure 4.
Figure 5.
Figure 6.
Figure 7.
Figure 8.
Figure 9.
Figure 10.
Figure 11.
Figure 12.
Figure 13.
Figure 14.
Figure 15.
Figure 16.
Figure 17.
Figure 18.
Figure 19.
Figure 20.
Figure 21.
Figure 22.
Figure 23.
Figure 24.
Figure 25.
Figure 26.
Figure 27.
Figure 28.
Figure 29.
Figure 30.
Figure 31.
Figure 32.
Figure 33.
Issues of Importance.................................................................................................................... 18
General Support for the Long Beach Airport ............................................................................... 21
First Ballot Test - Support for More Permanent Facilities .......................................................... 25
Influence of Features and Services at the Long Beach Airport ................................................... 28
Comments Supporting and Opposing the Proposal ................................................................... 32
Second Ballot Test - Support for More Permanent Facilities ..................................................... 35
Recall of Commercial Airlines at Long Beach Airport ................................................................ 38
Overall Awareness of JetBlue........................................................................................................ 41
Heard or Read About JetBlue Airways .......................................................................................... 43
Overall, Flown JetBlue Airways .................................................................................................... 44
Flown JetBlue Airways .................................................................................................................. 44
JetBlue Recommended................................................................................................................. 46
Features of JetBlue Recommended.............................................................................................. 47
Increase Destinations of JetBlue .................................................................................................. 49
Frequency of Flight on Commercial Airplane ............................................................................ 50
Picked Someone Up at Long Beach Airport in Last 12 Months .................................................. 51
Flown Out of Long Beach Airport in Last 12 Months.................................................................. 52
Taken a Taxi to or from the Long Beach Airport........................................................................ 53
Sent Someone to the Long Beach Airport with a Taxi ................................................................ 54
Support for Long Beach Airport Increasing Number of Flights ................................................. 55
Airport Preference ........................................................................................................................ 56
Length of Residence..................................................................................................................... 57
Children Under 19 Years Old ....................................................................................................... 57
Preferred Newspaper .................................................................................................................... 57
Home Ownership ......................................................................................................................... 58
Ethnicity....................................................................................................................................... 58
Household Income....................................................................................................................... 58
Gender.......................................................................................................................................... 59
Age ................................................................................................................................................ 59
Party ............................................................................................................................................. 59
Household Party Type .................................................................................................................. 60
Likely November 2004 Voter ........................................................................................................ 60
District.......................................................................................................................................... 60
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List of Tables
List of Tables
Table 1.
Table 2.
Table 3.
Table 4.
Table 5.
Table 6.
Table 7.
Table 8.
Table 9.
Table 10.
Table 11.
Table 12.
Table 13.
Table 14.
Table 15.
Table 16.
Table 17.
Table 18.
Table 19.
Table 20.
Table 21.
Table 22.
Table 23.
Table 24.
Table 25.
Table 26.
Table 27.
Table 28.
Table 29.
Table 30.
Table 31.
Table 32.
Table 33.
Table 34.
Airport Preference by Increase in JetBlue Flights and Destinations - Only Voters who have
flown in the last 12 months......................................................................................................... 10
Methodology ................................................................................................................................ 11
Naming and Abbreviation Conventions ...................................................................................... 12
Guide to Statistical Significance ................................................................................................. 15
Sample Crosstabulations Table: First Ballot Test by Age ............................................................ 16
‘Means’ Questions and Corresponding Scales ............................................................................ 17
Issues of Importance by District .................................................................................................. 19
Issues of Importance by Party..................................................................................................... 20
General Support for the Long Beach Airport by Length of Residence........................................ 22
General Support for the Long Beach Airport by District............................................................. 22
General Support for the Long Beach Airport by Age ................................................................... 23
General Support for the Long Beach Airport by Airport Preference............................................ 23
General Support for the Long Beach Airport by Frequency of Use of Commercial Airplanes ... 24
First Ballot Test by Likely November 2004 Voter......................................................................... 26
First Ballot Test by District ........................................................................................................... 26
First Ballot Test by Airport Preference ......................................................................................... 27
Influence of Features and Services at the Long Beach Airport by District.................................. 29
Influence of Features and Services at the Long Beach Airport by Likely November 2004
Voter ............................................................................................................................................. 30
Influence of Features and Services at the Long Beach Airport by Length of Residence ............ 31
Comments Supporting and Opposing the Proposal by Home Ownership ................................. 33
Comments Supporting and Opposing the Proposal by District.................................................. 34
Second Ballot Test by District...................................................................................................... 36
Second Ballot Test by Household Income................................................................................... 36
Second Ballot Test by Age ............................................................................................................ 37
Recall of Commercial Airlines at Long Beach Airport by Gender .............................................. 39
Recall of Commercial Airlines at Long Beach Airport by District .............................................. 40
Overall Awareness of JetBlue by Party ......................................................................................... 41
Overall Awareness of JetBlue by Age ............................................................................................ 42
Overall Awareness of JetBlue by Household Income................................................................... 42
Overall Awareness of JetBlue by Ethnicity................................................................................... 43
Flown JetBlue Airways by District ................................................................................................ 45
Flown JetBlue Airways by Household Income............................................................................. 45
Features of JetBlue Recommended by Gender ............................................................................ 48
Increase Destinations of JetBlue .................................................................................................. 49
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List of Tables
Table 35.
Table 36.
Table 37.
Table 38.
Table 39.
Table 40.
Frequency of Flight on Commercial Airplane by District ........................................................... 50
Picked Someone Up at Long Beach Airport in Last 12 Months by District................................. 51
Flown Out of Long Beach Airport in Last 12 Months by District ................................................ 52
Taken a Taxi to or from the Long Beach Airport by District ...................................................... 53
Support for Long Beach Airport Increasing Number of Flights by District ................................ 55
Airport Preference by District ....................................................................................................... 56
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Introduction
Introduction
Godbe Research & Analysis (GRA) is pleased to present the results of a public opinion
research project conducted for JetBlue Airways. This report is organized into the following
sections:
Executive Summary
The Executive Summary includes key findings from the survey and a Conclusions section,
which details our conclusions based on the survey results.
Methodology
The Methodology section explains the methodology used to conduct this type of survey
research. This section also explains how to use the detailed crosstabulation tables in
Appendix B.
Summary of Results
In the body of the report we present a question-by-question analysis of the survey. The
discussion is organized into the following sections:
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■
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■
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■
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Appendices
Issues of Importance
Overall Perception of Long Beach Airport
First Ballot Test
Features and Services of the Long Beach Airport
Comments Regarding the Long Beach Airport
Second Ballot Test
Awareness and Use of JetBlue Airways
JetBlue Recommended
Use of the Long Beach Airport
Recommendations for the Long Beach Airport
Additional Demographic and Behavioral Information
We have included the following two appendices:
■
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Appendix A, which presents the questionnaire and topline data.
Appendix B, which presents the computer-generated crosstabulations.
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Executive Summary
Executive Summary
Key Findings
Based on an analysis of the survey data, GRA offers the following key findings:
Issues of Importance
The first substantive question in the survey asked respondents to identify the most important
issues facing the community. Respondents were presented with a series of community issues
and asked the importance of each issue. Respondents gave the highest ratings of importance
to the issue that addressed ‘Improving the quality of public education’. Those issues that
were more directly related to the Long Beach Airport also received relatively high ratings of
importance: ‘Maintaining good jobs within the community’, ‘Improving the local
economy’, and ‘Keeping businesses in Long Beach that employ local residents and increase
local tax revenues’ were ranked second, third, and sixth in order of importance of the issues
evaluated.
Overall Perception of Long Beach
Airport
In Question 3, respondents were presented with two hypothetical opinions. The ‘Smith’ opinion, saw the Long Beach Airport as a valuable asset in our community because it stimulates
the economy, enhances tourism for our city, creates jobs, and provides a convenient transportation option for residents and visitors. The ‘Brown’ opinion professed that the Long
Beach Airport should be shut down because it creates traffic, increases the number of people
coming through the City, and degrades our air quality. Respondents were then asked which
opinion was closer to their own. Eighty-three percent of the respondents agreed with the
‘Smith’ opinion, while 12 percent agreed with the ‘Brown’ opinion. Two percent indicated a
preference for both approaches, two percent said ‘Neither of them’, and two percent did not
know, or did not provide a response.
Voters residing in the City of Long Beach for 9 or more years were more likely to agree with
the ‘Smith’ opinion, which saw the Long Beach Airport as a valuable asset in the community, than those residents whose length of residence was less than 9 years. In addition,
respondents in District 3 showed a substantially higher agreement with the ‘Smith’ opinion
(90%) than did those in District 7 (78%) and District 8 (78%). Respondents ages 39 years or
less reported agreement with the ‘Smith’ opinion less often than did those 40 years of age
and older.
First Ballot Test
Having identified respondents’ attitude towards various local issues including the Long
Beach airport, respondents were then asked if they supported replacing temporary facilities
at the Long Beach airport with more permanent structures. Because this question does not
provide respondents additional information beyond the language in the question, this
inquiry reveals the level of support that is likely in the absence of further information about
the proposed project. This initial test also provides a measure of the baseline level of support
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Executive Summary
for the proposal that can be compared to the level of support in the follow-up inquiry
(Question 7), after respondents have learned more about the proposal and more about the
Long Beach airport.
When asked if they would support replacing temporary facilities with more permanent ones,
79 percent of respondents indicated ‘Definitely yes’ or ‘Probably yes’ (52% and 27%, respectively), thirteen percent said ‘Definitely no’ or ‘Probably no’ (7% and 6%, respectively), and
eight percent did not know or did not answer the question.
Similar to the overall findings, support for more permanent facilities at the Long Beach Airport were consistently strong across the different districts. Support was lowest in District 8,
where 72% of respondents indicated ‘Definitely yes’ or ‘Probably yes’ (46% and 26%, respectively) to replacing the temporary facilities with more permanent ones. Even in District 8,
almost 4 times as many respondents indicated they would support the proposal (either ‘Definitely yes’ or ‘Probably yes’) rather than oppose (either ‘Definitely no’ or ‘Probably no’) it.
Features and Services of the Long
Beach Airport
The purpose of Question 5 was to inform respondents about features and services of the Long
Beach Airport, and determine the impact of the information on their stated likelihood of
supporting the proposal for more permanent facilities. More specifically, respondents were
asked if they would be more or less likely to support the proposed project if they knew about
certain features and services at the Long Beach Airport.
Respondents were most positively influenced by the feature that stated the Long Beach
Airport ‘Mostly flies new Airbus A320’s, one of the quietest, safest, and cleanest commercial
airplanes flying today’, followed by ‘The Proposal to build more permanent facilities was
being paid for by passengers that fly in and out of Long Beach as well as the airlines and not
by any City or County funds’, and the airport ‘Serves Long Beach residents, with more than
10% of all passengers departing from the airport residing in Long Beach’.
Issues Regarding the Long Beach
Airport Proposal
The objective of Question 6 was to present respondents with comments supporting and
opposing the proposed project at the Long Beach Airport, which would replace temporary
facilities with more permanent structures. The results will be used to identify the impact of
the information items upon the support for the potential project. Respondents were most
positively influenced after hearing that ‘Local residents who fly prefer the convenience of
flying out of Long Beach rather than driving to LAX or the John Wayne Airport’, followed
closely by ‘The tourism industry is growing in Long Beach, bringing jobs into the
community and the airport has played an important part in that growth’, ‘The airport plays
a vital role in long Beach’s economy, with over 200 businesses located at Long Beach
Airport’, and ‘The airport increases and enhances Long Beach’s image throughout the
region and throughout the county’. The only comment, that negatively influenced Long
Beach voters as a whole was ‘The airplanes create noise and air pollution that lowers our
quality of life’.
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Executive Summary
Second Ballot Test
After providing respondents with the wording of the proposed project, the features and services of the Long Beach Airport, and issues regarding the Long Beach Airport proposal,
respondents were once again presented with the same proposal that they were presented in
the first ballot test and asked whether they would support a project to replace temporary
facilities at the airport with more permanent structures. Because the process of taking the
survey for most respondents involves learning a great deal more about the proposal then
they knew at the beginning of the survey, the survey simulates a campaign environment.
Therefore, change in support for the proposed project can be assessed at the second ballot test
after voters have been presented with basic information and comments concerning the proposal. The second ballot test language is identical to the language used in the first ballot test
to ensure that recorded change in support for the proposal is due to the information provided
in the survey -- not due to subtle changes in the ballot language.
When asked if they would support replacing temporary facilities with more permanent ones,
84 percent of respondents indicated either ‘Definitely yes’ or ‘Probably yes’ (63% and 22%,
respectively), while 12 percent said either ‘Probably no’ or ‘Definitely no’ (6% and 6%,
respectively), and four percent either did not know or did not provide an answer to the question. Overall support for the proposal increased by five percent from the first ballot test.
The second ballot test - support for more permanent facilities - was also examined by district.
When asked if they would support the proposal, respondents in District 1 indicated ‘Definitely
yes’ or ‘Probably yes’ more often than did residents of District 8 (90% and 75%, respectively).
The highest level of support, those who indicated ‘Definitely’ or ‘Probably’ yes, was seen in
respondents who reported household incomes under $60,000. Additionally, the percentage of
those who said ‘Definitely yes’ to supporting the proposed project gradually rose as age
increased. Notwithstanding, percentages of respondents who reported ‘Definitely’ or ‘Probably’ yes were relatively consistent across all age categories.
Awareness, Perception, and Use of
Airlines
In Question 8, respondents were asked to recall names of commercial airlines at Long Beach
Airport. This question was presented in an open-ended format, which means that respondents were free to mention any airline without being constrained to choose from a list. The
most often recalled airline was ‘JetBlue’ (64%), followed by ‘American’ (45%), and ‘America
West’ (24%). Males more often (70%) recalled that JetBlue was a commercial airline at LGB
than did females (58%).
An examination of respondents’s recall of commercial airlines at Long Beach Airport by district revealed that residents in District 3 and District 5 most often recalled that JetBlue was a
commercial airline at the Long Beach Airport (85% and 80%, respectively) in comparison to
residents from other districts within the City. Residents from District 9 and District 1 were
least likely to indicate JetBlue as a commercial airline at LGB (38% and 36%, respectively).
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Executive Summary
Awareness of JetBlue was determined by asking respondents two separate questions. In Question 8, respondents were asked to recall names of commercial airlines at Long Beach Airport.
To avoid repetition, if they indicated JetBlue Airways, they were not asked Question 9, which
asked if they had heard or read about JetBlue Airways. Responses to these two questions were
combined to infer overall awareness. More specifically, if they recalled JetBlue Airways in
Question 8 or indicated that they had heard or read about JetBlue in Question 9, they were
considered to be ‘Aware’ of JetBlue Airways.
Eighty-five percent of respondents were aware of JetBlue Airways, while 15 percent were not.
Ninety-two percent of Republicans were aware of JetBlue Airways, while 81 percent of Democrats were aware of the airline. The highest level of awareness was seen in respondents ages
‘50 to 64 years’ (90%), followed by respondents ages ‘30 to 39 years’ (88%). Although still
relatively high, the lowest level of awareness was reported by those respondents ‘18 to 29
years’ of age (78%).
When overall awareness of JetBlue was examined by household income, higher levels of
awareness were reported by respondents with household incomes of $40,000 or more. The
highest level of overall awareness was seen in respondents with household incomes of
‘$90,000 to $119,999’ (97%) and ‘$120,000 or more’ (95%). Furthermore, ‘White/Caucasian’ reported the highest level of awareness (92%) whereas, 74 percent of ‘African American/Black’ respondents were aware of JetBlue Airways, and 72 percent of ‘Latino/Hispanic’
respondents were aware of the airline.
Q9. Have you heard, or read about
JetBlue airways?
In Question 9, respondents were asked if they had heard or read about JetBlue Airways. Those
who named JetBlue Airways as a commercial airline at Long Beach Airport in Question 8
were considered to be aware of the airline, and not asked Question 9. Fifty-nine percent of
those who had not named JetBlue Airways in Question 8 indicated that they had heard or
read about the airline, while 40 percent said they had not.
The overall percentages of those who indicated that they had flown JetBlue Airways was
derived from several separate questions. Respondents who neither recalled JetBlue as a commercial airline at Long Beach Airport, nor indicated that they had heard or read about JetBlue Airways were considered to be unaware of JetBlue. Thus, respondents who were unaware
of the airline were not asked if they had ever flown JetBlue in Question 10. The results
showed that seventy-two percent of all respondents were aware of JetBlue and had not flown
the airline, while 13 percent of all respondents had flown on JetBlue. Fifteen percent were
unaware of JetBlue Airways, and one percent either did not know, or did not answer the question.
Q10. Have you ever flown on
JetBlue Airways?
Respondents were asked, in Question 10, if they had ever flown the JetBlue Airways. Individuals who were considered to be unaware of JetBlue, based upon their responses to Questions 8
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Executive Summary
and 9, were not asked this question. Of those that answered the question, 84 percent indicated that they had not flown the airline, while 15 percent reported that they had.
The highest percentages of respondents who had flown JetBlue were residents of District 3
and District 1 (22% and 20%, respectively). Residents of District 9 reported flying JetBlue Airways the least (6%). In addition, the highest percentage of respondents who were aware of
JetBlue and indicated that they had flown the airline reported a household income of
$120,000 or more (31%).
JetBlue Recommended
Question 11 asked respondents if they would recommend JetBlue Airways to friends or family. Respondents who were unaware of JetBlue (i.e., they did not recall JetBlue as a commercial airline at Long Beach Airport in Question 8, nor did they indicate that they had heard or
read about JetBlue in Question 9) or had never flown the airline were not asked this question. Ninety-seven percent of respondents indicated that they would either ‘Strongly recommend’ (83%) or ‘Somewhat recommend’ (14%) the airline to friends or family. Two percent
said they ‘Would not recommend’ JetBlue, and less than one percent had ‘No stated opinion’
or did not answer the question.
Respondents who either said they would ‘Strongly recommend’ or ‘Somewhat recommend’
JetBlue to friends or family in Question 11 were asked which features of the airline they
would most likely recommend. This question was presented in an open-ended format, which
means that respondents were free to mention any feature without being constrained to
choose from a list.
The highest percentage of respondents (37%) said that they would recommend JetBlue’s
‘Customer service’, followed closely by the airline’s ‘Low fares’ (36%). Twenty-five percent
said they would recommend the ‘Free live television’. In addition, females more often
reported (46%) that they would recommend JetBlue because of their ‘Customer service’ than
males (31%). Conversely, males more often reported they would recommend JetBlue because
of their ‘On-time flights’ than their female counterparts (20% and 10%, respectively).
Question 13 asked respondents if they would like to see JetBlue Airways fly more flights to
more destinations. This question was only asked of those who were aware of JetBlue (Questions 8 and 9), flown the airline (Question 10), and would recommend JetBlue Airways to
friends or family (Question 11).
Ninety percent of respondents indicated that they would like to see JetBlue Airways fly more
flights to more destinations, while six percent said they did not. Four percent of respondents
refused to answer the question. Respondents who reported residing in the City of Long Beach
for 9 or more years wanted to see an increase more often than those who had lived in the City
for less than 9 years.
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Executive Summary
Use of the Long Beach Airport
All respondents were then asked how often they had flown on a commercial airplane in the
last 12 months. Forty-four percent indicated ‘Not once’, while 28 percent said ‘Once or
twice’. Sixteen percent of the respondents indicated that they had flown a commercial airplane ‘Three to six times’ in the last 12 months, and 12 percent said ‘More than seven times’.
The highest percentage of respondents who had flown on a commercial airline in the last 12
months were residents of District 3 (82%).
Respondents who indicated that they had not flown on a commercial airplane in the last 12
months, or did not know, were asked if they had picked someone up at the airport or been
visited by someone who had traveled to see them using a commercial airplane. Fifty-two percent of respondents indicated ‘Yes’, while 48 percent indicated ‘No’. The highest percentage
of respondents indicating ‘Yes’ were residents of District 7 (62%).
Recommendations for the Long
Beach Airport
Respondents were then informed that the airport and the City of Long Beach plan to conduct
noise studies to determine if the airport meets the current noise requirements. They were
then asked if they would support JetBlue and other carriers increasing the number of flights
out of Long Beach if the airport meets, and stays within, the current noise ordinance. Eightyfive percent said that they would either ‘Definitely support’ (64%) or ‘Probably support’
(21%) the increase in flights. Only 12 percent of respondents opposed the possibility of
increased flights out of Long Beach, and four percent of respondents did not indicate their
preference.
The next question in the survey asked respondents if they had the opportunity to fly out of
either Long Beach Airport (LGB) or LAX (Los Angeles International Airport), with the same
flights and fare, which they would prefer. Ninety-one percent of the respondents indicated
that they would prefer to fly out of LGB. Residents in District 3 and District 5 showed the most
preference for LGB (96% and 95%, respectively).
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Executive Summary
Conclusions
Based on the research objectives and the findings of this study, GRA can draw the following
conclusions from the study.
Overall Support for the Long Beach
Airport
Results of the survey show that Long Beach voters, as a whole, unequivocally supported the
Long Beach Airport as both an important component of the Long Beach economy and as a
convenient transportation option for residents. Support for the airport was consistent
throughout the survey and is illustrated in the following survey results:
■
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■
Question 3 - Over 80 percent of respondents agreed that the Long Beach Airport was a
valuable asset in the community, and only 12 percent of registered voters indicated that
the Long Beach Airport should be shut down.
Question 4 - Over three quarters of respondents (79%) supported a proposal to replace
temporary facilities at the Long Beach Airport with more permanent structures. Opposition to the proposal was less than 15 percent.
Question 7 - In a follow-up inquiry to Question 4, over 80 percent of respondents (84%)
indicated they would support the proposal for more permanent facilities at the Long
Beach Airport.
Question 19 - Eighty-five percent of respondents supported the possibility of increasing
the number of flights out of Long Beach if the airport meets and stays within the current
noise ordinance. Only 12 percent of voters opposed the possibility of increasing the number of flights out of Long Beach.
The strong support by voters did not waver after discussing features and services of Long
Beach Airport and revealing comments both in support and in opposition to the airport. In
the follow-up inquiry, gauging support for the replacement of temporary facilities with more
permanent structures at the airport, support for the proposal increased five percent from 79
percent to 84 percent with well over half of respondents indicating they would ‘definitely’
support replacing temporary facilities with more permanent structures.
Support for the proposal was also consistent across different geographic, political, socioeconomic, and demographic dimensions. The broad support of the Long Beach Airport can be
seen in the following cross-tabular results:
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■
■
Between 78 and 90 percent of respondents from each District (1 - 9) agreed that the Long
Beach Airport was a valuable commodity within the community.
Over 75 percent of Democrats, Republicans, voters affiliated with ‘Other’ political parties,
and those voters who ‘Decline to state’ their party supported the proposal to replace temporary facilities with more permanent structures at the Long Beach Airport.
Over 85 percent of both homeowners and renters supported the possibility of increasing
the numbers of flights out of the Long Beach Airport.
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Executive Summary
■
Issues of Importance
Between 79 and 87 percent of respondents from each age group (18 - 29, 30 - 39, 40 - 49,
50 - 64, and 65+) agreed that the Long Beach Airport was a valuable commodity within
the community.
The survey results show that voters, as a whole, not only supported the airport, they also
found the economic issues tied to keeping the airport open of utmost importance. In the survey, nine community issues were evaluated on their perceived importance. The only issue to
receive a higher mean importance score than ‘Maintaining good jobs within the community’ and ‘Improving the local economy’ was ‘Improving the quality of public education’.
Issues that traditionally are the most important in California communities, such as ‘Protecting the environment and reducing air and water pollution’, were less important to Long
Beach voters than those directly related to maintaining jobs and improving the local economy.
The results from the survey suggest that the importance of local economic issues tends to
drive voters support for different proposals. The proposal to possibly increase the number of
flights out of Long Beach received 85 percent approval from the voters in Long Beach, and
this high level of support was consistent between voters who did not fly at all and their counterparts who flew seven times or more over the last 12 months. The importance of local economic issues was also revealed in the survey results that evaluated comments about the
proposal to replace temporary facilities at the airport. Two of the three most influential comments related to the proposal were ‘The tourism industry is growing in Long Beach, bringing
jobs into the community and the airport has played an important part in that growth’ and
‘The airport plays a vital role in Long Beach’s economy, with over 200 businesses located at
Long Beach Airport’.
Overall Awareness and Perceptions
related to JetBlue Airways
While the survey’s primary objective was to determine support for the Long Beach Airport
and different proposals associated with the airport, valuable information was gathered on
Long Beach voters attitudes and perceptions towards JetBlue Airways. Some of the more
interesting findings of the survey include:
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Awareness of JetBlue - Almost two-thirds of respondents identified JetBlue as a commercial airline at Long Beach Airport, 20 percent more than any other carrier, and overall
awareness of the company by Long Beach voters was measured at 85 percent. Awareness
of JetBlue tended to be higher with voters who were more affluent, aged 30 to 64 years
old, and considered themselves to be white/caucasian.
Use of JetBlue - Approximately 13 percent of respondents indicated that they had flown
on JetBlue airways. Respondents that indicated they had flown on JetBlue were more
likely to have come from Districts 3 or 5, had an annual household income of $120,000
or more, were male, and aged 40 to 64 years old.
Recommendations for JetBlue - Of the respondents that had flown on JetBlue airways
over 95 percent would recommend the airline to friends or family, either strongly (83%)
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Executive Summary
or somewhat (14%). Less than two percent of voters that had flown on JetBlue would not
recommend the airline to friends or family. The features of JetBlue that respondents
were most likely to recommend included ‘Customer service’ (37%), ‘Low Fares’ (36%),
and ‘Free live TV’ (25%). Of the respondents that had flown JetBlue and would recommend it, 90 percent indicated they would like JetBlue to fly more flights to more destinations.
Demand for Long Beach Flights by
Long Beach Voters who have flown
on a commercial airplane in the last
12 months
Voters in Long Beach expressed an overwhelming preference for use of the Long Beach Airport in comparison to LAX, given equivalent flights and fares. Approximately 90 percent of
respondents indicated they would rather fly out of Long Beach Airport than LAX. As shown in
Table 1, this preference by Long Beach voters to fly out of Long Beach Airport increases even
further when the results are filtered to only reveal those respondents who have flown on a
commercial airplane in the last 12 months.
Table 1. Airport Preference by Increase in JetBlue Flights and Destinations Only Voters who have flown in the last 12 months i
Interested in more flights to
more destinations for JetBlue
Overall
Yes
No
Refused
Base
496
100
6
3
LGB
468
94.5%
97
97.2%
5
79.2%
3
100.0%
LAX
20
4.0%
1
1.4%
1
10.4%
-
Neither or Not sure
7
1.5%
1
1.3%
1
10.4%
-
The table above also shows, of those Long Beach voters that have flown on JetBlue, 89 percent (97 out of 109) prefer to fly out of Long Beach Airport and would like to see more
flights to more destinations from JetBlue. This compares to less than one percent (1 out of
109) of Long Beach voters that have flown on JetBlue who prefer to fly out of LAX and do
not want to see more flights to more destinations from JetBlue. Long Beach voters who have
flown in the last 12 months on a commercial airplane, agree they would rather fly out of
Long Beach Airport than LAX and also want to see more flights to more destinations from JetBlue.
i
This Table assumes that those respondents who have flown JetBlue and would not recommend
the airline, would respond ‘No’ to the question of whether they would be interested in seeing
more flights to more destinations from JetBlue.
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Methodology
Methodology
Research Objective
At the outset of the project, JetBlue Airways and GRA identified several research objectives for
this study. Viewed broadly, JetBlue Airways is interested in using the research to:
■
■
■
■
■
■
Methodology Overview
assess overall support for the Long Beach Airport by registered voters in the City of Long
Beach;
assess support for a proposal that would replace temporary facilities at the Long Beach
Airport with more permanent facilities;
explore the influence of proposed features and services on support for the proposal;
examine the influence of various statements both in favor and in opposition to the
proposal;
assess awareness of JetBlue Airways as well as the perception of its features and services
and
profile the demographic, attitudinal, and behavioral characteristics of registered voters
in the City of Long Beach.
Table 2 briefly outlines the methodology used in this project. Nine hundred registered voters
in the City of Long Beach completed the survey interview, representing a total universe of
190,364 registered voters in the City of Long Beach. Interviews were conducted from February
18 through 21, 2003, and each interview typically lasted 12 minutes.
Table 2. Methodology
Sample
Technique
Telephone Interviewing
Interview Length
12 Minutes
Universe
Registered Voters
Field Dates
February 18 through 21, 2003
Sample Size
900
Choosing the appropriate sampling design for a study is a careful process that involves
detailed consideration of the research objectives. In the present study, the primary goal was
to assess the awareness, use, and knowledge of JetBlue Airways and the Long Beach Airport.
The universe of all registered voters for this study was approximately 190,364.
Once the universe was defined, the voter file was stratified by district, age, partisanship, and
gender, and individuals were randomly grouped into clusters based on their demographic
profile. At GRA, we take great care in ensuring that our sample is representative of the
population of interest. Therefore, before beginning the data analysis we checked the voter
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Methodology
characteristics of the sample against the voting characteristics of the population (i.e.,
registered voters in the City of Long Beach) to ensure that they matched.
Because of the research objectives underlying this study and the JetBlue Airway’s interest in
being able to make reliable estimates of opinions not only city-wide, but also of districts
within Long Beach, the sampling frame was designed to strategically over-sample residents
from districts 4, 7, and 8. The data were then weighted to adjust for the strategic oversampling that occurred within the districts to accurately represent the registered voters of the
City of Long Beach. The resulting data are representative of the registered voter population of
Long Beach.
Question Labels
In the report, some questions have been shortened to question labels in the figures and
tables. For the full question wording, readers are advised to consult the questionnaire in
Appendix A.
Naming Conventions
The following naming and abbreviation conventions are referred to frequently in the
substantive section of the report
Table 3. Naming and Abbreviation Conventions
Age
Individuals are grouped into one of the following age brackets:
18 to 29, 30 to 39, 40 to 49, 50 to 59, 60 to 64, and 65+.
First Ballot Test
Voters were grouped based on their position on the proposal in
the first ballot test: ‘Definitely yes’, ‘Probably yes’, ‘Probably no’,
‘Definitely no’, and ‘DK/NA’.
Gender
Voters are grouped according to their gender (male or female)
as identified by the interviewers.
Homeowner Status
Respondents were grouped according to their response whether
they owned or rented their place of residence.
Household Party Type
Individuals were grouped into the following household party
types: Dem 1 - one Democrat, Dem 2 - two or more Democrats,
Rep 1 - one Republican, Rep 2 - two or more Republicans,
Mixed - combination of Republican and Democrat and Other party Id other than Republican or Democrat.
Party
Democrats, Republicans, ‘Other’ partisans, and voters who
Declined to State (DTS) their party identification were identified
from the voter file.
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Methodology
Table 3. Naming and Abbreviation Conventions
Swing Voters
Individuals were grouped into categories if their reported position on the proposal changed from the ‘First Ballot Test’ to the
‘Second Ballot Test’. Respondents who changed their vote from
‘Probably no’, ‘Definitely no’, or ‘DK/NA’ to ‘Definitely yes’ or
‘Probably yes’ were labeled ‘Positive’ swing voters. Alternately,
individuals who changed their vote from ‘Definitely’ or ‘Probably’ yes or ‘DK/NA’ to ‘Probably no’, or ‘Definitely no’, were
labeled ‘negative’ swing voters.
Second Ballot Test
Voters were grouped based on their position on the proposal in
the second ballot test: ‘Definitely yes’, ‘Probably yes’, ‘Probably
no’, ‘Definitely no’, and ‘DK/NA’.
Number of Children Under
Age 19 In Household
Voters were grouped based on reported number of children
under the age of 19 living in their home: ‘1 Child’, ‘2 Children’,
‘3 Children’, ‘4 Children’, and ‘More than 4 Children’.
Preferred Local Newspaper
Voters were grouped based on reported local newspaper they
read: ‘LA Times’, ‘L.B. Press-Telegram’, and ‘Other’.
Ethnicity
Individuals were grouped according to their reported ethnicity:
’African American, or Black’, ‘Caucasian, or White’, ‘Latino, or
Hispanic’, or ‘Other’.
Household Income
Individuals were categorized according to their reported household income: ’Under $20,000’, ‘$20K to $39,999’, ‘$40K to
$59,999’, ‘$60K to $89,999’, ‘$90K to $119,999’, or ‘$120K or
more’.
Years Lived in Long Beach
Individuals were grouped according to the number of years they
had lived in the City of Long Beach: ’Less than 5’, ‘5 to less than
9’, ‘9 to less than 15’, or ‘15 or more’.
Aware of JetBlue
Individuals were grouped according to whether or not they were
aware of JetBlue Airways.
Ever Flown JetBlue
Individuals were aware of JetBlue Airways were categorized
according to whether or not they reported ever flying on JetBlue
Airways.
Recommend JetBlue
Individuals who were aware of JetBlue Airways were categorized
according to whether they would ‘Strongly recommend’, ‘Somewhat recommend’, or ‘Would not recommend’ the airline to
friends or family.
Airport Preference
Voters were categorized according to which airport they preferred: ‘LGB’ (Long Beach Airport), ‘LAX’ (Los Angeles International Airport), or ‘Neither or Not sure’.
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Methodology
Table 3. Naming and Abbreviation Conventions
Likely November 2004 Voter
Voters were grouped based on the likelihood, ‘Yes’ or ‘No’, that
they would vote in the November 2004 ballot. This determination is made from each individual’s voting history.
District
Identified from the sample, individuals were grouped according
to the City of Long Beach district in which they lived: ‘District 1’,
‘District 2’, District 3’, ‘District 4’, ‘District 5’, ‘District 6’, ‘District 7’, ‘District 8’, or ‘District 9’.
Randomization of Questions
To avoid a position bias -- where the order in which a series of questions is asked
systematically influences the answers to some of the questions -- several questions in the
survey were randomized such that all respondents were not consistently asked the questions
in the same order. The series of items in Questions 2, 5, and 6 were randomized to avoid the
systematic position bias.
Understanding the ‘Margin of Error’
Because a survey only interviews a limited number of people who are part of a larger
population group, by mere chance alone there will almost always be some difference
between a sample and the population from which it was drawn. For example, researchers
might collect information from 400 adults in a city of 25,000 people. Because not all people
in the population were surveyed, there are bound to be differences between the results
obtained from interviewing the sample respondents and the results that would be obtained if
all people in the population were interviewed. These differences are known as ‘sampling
error’, and they can be expected to occur regardless of how scientifically the sample has been
selected. The advantage of using a scientifically drawn probability sample, however, is that
the maximum amount of sampling error can be estimated with a specified degree of
confidence. Sampling error is determined by four factors: the size of the population, the
chosen sample size, a confidence interval and the dispersion of responses to a survey. Of the
four factors, sample size is the most influential variable.
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Methodology
Table 4. Guide to Statistical Significance
Distribution of Responses
n
90% / 10% 80% / 20% 70% / 30% 60% / 40% 50% / 50%
1,400
1.57%
2.09%
2.39%
2.56%
2.61%
1,300
1.63%
2.17%
2.48%
2.65%
2.71%
1,200
1.69%
2.26%
2.58%
2.76%
2.82%
1,100
1.77%
2.36%
2.70%
2.89%
2.95%
1,000
1.85%
2.47%
2.83%
3.03%
3.09%
900
1.96%
2.61%
2.99%
3.19%
3.26%
800
2.07%
2.77%
3.17%
3.39%
3.46%
700
2.22%
2.96%
3.39%
3.62%
3.70%
600
2.40%
3.20%
3.66%
3.91%
3.99%
500
2.63%
3.50%
4.01%
4.29%
4.38%
400
2.94%
3.92%
4.49%
4.80%
4.89%
Table4 shows the possible sampling variation that applies to a percentage result reported
from a probability type sample. The table shows that if a sample of 900 respondents is
randomly drawn from the estimated 190,364 registered voters in the City of Long Beach, one
can be 95 percent confident that the margin of error due to sampling will not vary by more
than the indicated number of percentage points (plus or minus) from the result that would
have been obtained if the interviews had been conducted with all people in the universe
represented in the sample.
As the table indicates, the maximum margin of error for all aggregate responses is between
1.96 and 3.26 percent for the sample of 900 registered voters in the City of Long Beach. This
means that for a given question answered by all 900 respondents, one can be 95 percent
confident that the difference between the percentage breakdowns of the sample population
and those of the total population is no greater than 3.26 percent. The percent margin of
error applies to both sides of the answer, so that for a question in which 50 percent of
respondents said ‘yes’, one can be 95 percent confident that the actual percent of the
population that would say ‘yes’ is between 53.26 percent and 46.74 percent.
The actual margin of error for a given question in this survey depends on the distribution of
the responses to the question. The 3.26 percent number refers to questions, such as a ‘yes’ or
‘no’ question, where opinions are evenly split in the sample with 50 percent of respondents
saying ‘yes’ and 50 percent saying ‘no’. If that same question were to receive a response in
which 10 percent of respondents say ‘yes’ and 90 percent say ‘no’, then the margin of error
would be no greater than 1.96 percent. As the number of respondents in a particular
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Methodology
subgroup (e.g., gender or age) is smaller than the number of total respondents, the margin
of error associated with estimating a given subgroup’s responses will be higher.
How to Read a Crosstabulation
Table
The questions discussed and analyzed in this report comprise a subset of the various
crosstabulation tables available for each question. Only those subgroups that are of
particular interest or that illustrate a particular insight are included in the discussion on the
following pages. Should readers wish to conduct a closer analysis of subgroups for a given
question, the complete breakdowns appear in Appendix B. These crosstabulation tables
provide detailed information on the responses to each question by all demographic groups
that were assessed in the survey. A typical crosstabulation table is shown in Table5.
Table 5. Sample Crosstabulations Table: First Ballot Test by Age
Age
Overall
18 to 29 30 to 39 40 to 49 50 to 64
years
years
years
years
65+
years
Base
900
164
189
195
183
103
Definitely yes
471
52.3%
78
47.8%
92
48.4%
108
55.3%
99
54.4%
58
56.2%
Probably yes
241
26.8%
64
39.0%
49
25.7%
49
25.3%
44
23.9%
21
20.6%
Probably no
56
6.3%
9
5.4%
13
6.8%
10
5.3%
13
7.3%
6
6.0%
Definitely no
64
7.1%
4
2.4%
21
11.1%
12
6.1%
14
7.7%
8
7.9%
DK/NA
68
7.6%
9
5.5%
15
8.1%
16
8.0%
12
6.6%
10
9.3%
A short description of the item appears at the top of the table. The sample size (in this
example, n=900) is presented in the first row and in the first column of data under ‘Overall’.
The results to each possible answer choice of all respondents are also presented in the first
column of data under ‘Overall’. The aggregate number of respondents in each answer
category is presented as a whole number, and the percentage of the entire sample this
number represents is just below the whole number. For example, among overall
respondents, 471 people indicated that they would ‘definitely’ vote yes on the proposal, and
471 represents 52.3 percent of the total sample size of 900. Next to the ‘Overall’ column are
other columns representing opinions of males and females. The data from these columns
are read in exactly the same fashion as the data in the ‘Overall’ column, although each
group makes up a smaller percentage of the entire sample.
Understanding a ‘Mean’
In addition to analysis of response percentages, many results will be discussed with respect to
a descriptive ‘mean’ (Questions 2, 5, and 6). ‘Means’ can be thought of as ‘averages’. To
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Methodology
derive a mean that represents perceived importance of local issues (Question 2), for
example, responses were recoded on a quantitative scale: ‘Extremely important’=+3, ‘Very
important’=+2, ‘Somewhat important’=+1, and ‘Not at all important’=0. Respondents’
answers were then averaged to produce a final number that reflects average perceived
importance of local issues. The resulting mean conveniently expresses the results of scale
items in a single numeric figure, thereby making interpretation of the data considerably
easier.
At the back of Appendix B, the reader will find several tables of means for questions where a
mean score is a useful way of representing the data. The table below references the scale used
for each corresponding question. Please note that responses of ‘Don’t know’ and ‘No answer’
are not included in calculating the means for any question.
Table 6. ‘Means’ Questions and Corresponding Scales
2
Issue of Importance
0 to 3
0
1
2
3
5, 6
Likeliness to Support Permanent Facilities
-2 to +2
-2 = Much less likely
-1 = Somewhat less likely
0 = No effect
+1 = Somewhat more likely
+2 = Much more likely
Likeliness to Support Proposal
A Note on the Tables
=
=
=
=
Not at all important
Somewhat important
Very important
Extremely important
To present the data in the most accurate fashion, we display the results to the first decimal
point in the tables and figures. Sometimes for the purposes of discussion, however,
conventional rounding rules are applied, with numbers that include ‘.5’ or higher rounded
to the next highest whole number and numbers that include ‘.4’ or lower rounded to the
next lowest whole number. Because of this rounding, the reader may notice that percentages
in the discussion may not sum to 100 percent due to rounding conventions. Moreover, the
decimal numbers shown in pie charts may vary somewhat from the decimal numbers shown
in the tables due to software requirements that pie charts sum to exactly 100 percent. These
disparities are confined to the first decimal place.
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Issues of Importance
Issues of Importance
Q2. Next I'm going to read a list of
issues facing your community today
and for each one, please tell me how
important you feel the issue is to
you, using a scale of 'extremely
important', 'very important',
'somewhat important', or 'not at all
important'.
Here's the (first/next) one: _____.
(READ ITEM AND ASK:) Do you think
this issue is extremely important,
very important, somewhat
important, or not at all important?
The first substantive question in the survey asked respondents to identify the most important
issues facing the community. Respondents were presented with a series of community issues
and asked the importance of each issue. Answers were coded using a scale of ‘Extremely
important’=+3, ‘Very important’ =+2, ‘Somewhat important’=+1, and ‘Not at all
important’=0. The aggregate responses to each item are presented below in the form of a
mean, which is simply a summary statistic obtained by taking the overall average of the
response codes for the entire sample. A mean of +2, for example, indicates that, overall,
respondents felt that the issue was ‘Very important’. The order in which each issue was read
to respondents was randomized to avoid a position order bias.
As shown in Figure 1, respondents gave the highest ratings of importance to the issue that
addressed ‘Improving the quality of public education’ (2.39). Those issues that were more
related to the Long Beach Airport also received relatively high ratings of importance: ‘Maintaining good jobs within the community’ (2.28), ‘Improving the local economy’ (2.26), and
‘Keeping businesses in Long Beach that employ local residents and increase local tax revenues’ (2.10) were ranked second, third, and sixth in order of importance of the issues evaluated in this question.
Figure 1. Issues of Importance
Q2i Improving quality of public education
Q2e Maintaining good jobs
2.39
2.28
Q2b Improving local economy
2.26
Q2h Protecting environment
2.23
Q2f Enhancing police & fire protection
Q2g Keeping businesses in Long Beach
2.13
2.10
Q2d Preventing local tax increases
1.82
Q2c Reducing traffic congestion
1.81
Q2a Expanding parks and recreation programs
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Issues of Importance
Table7 examines issues of importance by district. Differences were seen in the perceived
importance of the issue ‘Protecting the environment and reducing air and water pollution’
in that respondents in District 1 gave higher ratings of importance (2.56) than did those in
District 5 (1.98). Similarly, respondents in District 1 gave considerably higher ratings for
‘Reducing traffic congestion’ (2.16) than did those residing in District 3 (1.58).
Table 7. Issues of Importance by District
District
District District District District District District District District District
Overall
1
2
3
4
5
6
7
8
9
Base
2.08
2.29
2.02
1.98
2.12
2.01
2.15
2.12
2.06
2.16
Q2i Improving quality of
public education
2.39
2.52
2.27
2.35
2.50
2.34
2.45
2.51
2.35
2.40
Q2e Maintaining good
jobs
2.28
2.50
2.29
2.17
2.27
2.17
2.32
2.37
2.28
2.35
Q2b Improving local
economy
2.26
2.34
2.21
2.16
2.20
2.32
2.36
2.31
2.23
2.32
Q2h Protecting
environment
2.23
2.56
2.21
2.24
2.28
1.98
2.28
2.26
2.17
2.38
Q2f Enhancing police &
fire protection
2.13
2.24
1.99
1.98
2.13
2.14
2.22
2.26
2.20
2.22
Q2g Keeping
businesses in Long
Beach
2.10
2.22
1.95
2.17
2.12
2.14
2.20
2.05
2.08
2.00
Q2d Preventing local
tax increases
1.82
1.92
1.73
1.67
1.96
1.91
1.82
1.81
1.72
1.90
Q2c Reducing traffic
congestion
1.81
2.16
1.77
1.58
1.85
1.71
1.84
1.86
1.86
2.03
Q2a Expanding parks
and recreation
programs
1.67
2.16
1.73
1.51
1.75
1.41
1.88
1.68
1.62
1.87
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Issues of Importance
When issues of importance are examined by party, as seen in Table8, Democrats rated ‘Protecting the environment and reducing air and water pollution’ higher (2.33) in importance
than did Republicans (1.99). Democrats also reported higher ratings of importance for
‘Expanding local parks and recreation programs’ (1.81) than did Republicans (1.40).
Table 8. Issues of Importance by Party
Party
Overall
Dem
Rep
Other
DTS
Base
2.08
2.13
1.99
2.06
2.06
Q2i Improving quality of
public education
2.39
2.46
2.30
2.35
2.35
Q2e Maintaining good
jobs
2.28
2.35
2.15
2.30
2.25
Q2b Improving local
economy
2.26
2.32
2.19
2.19
2.18
Q2h Protecting
environment
2.23
2.33
1.99
2.26
2.34
Q2f Enhancing police &
fire protection
2.13
2.16
2.13
2.04
2.06
Q2g Keeping
businesses in Long
Beach
2.10
2.10
2.14
2.12
2.01
Q2d Preventing local
tax increases
1.82
1.78
1.88
1.72
1.89
Q2c Reducing traffic
congestion
1.81
1.87
1.72
1.76
1.78
Q2a Expanding parks
and recreation
programs
1.67
1.81
1.40
1.78
1.67
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Overall Perception of Long Beach Airport
Overall Perception of Long Beach
Airport
Q3. I'd like to read you the opinions
of two residents of the City. Smith
and Brown disagree on their
opinions regarding the Long Beach
Airport. As I read their opinions,
please tell me which one is closer to
your own opinion.
[RANDOMIZE ORDER OF SMITH
AND BROWN]
Smith sees the Long Beach Airport as
a valuable asset in our community
because it stimulates the economy,
enhances tourism for our city,
creates jobs, and provides a
convenient transportation option for
residents and visitors.
Brown thinks the Long Beach Airport
should be shut down because it
creates traffic, increases the number
of people coming through our City,
and degrades our air quality.
Whose opinion is closer to your own
opinion?
In Question 3, respondents were presented with two hypothetical opinions. The ‘Smith’ opinion, saw the Long Beach Airport as a valuable asset in our community because it stimulates
the economy, enhances tourism for our city, creates jobs, and provides a convenient transportation option for residents and visitors. The ‘Brown’ opinion professed that the Long
Beach Airport should be shut down because it creates traffic, increases the number of people
coming through the City, and degrades our air quality. Respondents were then asked which
opinion was closer to their own. Eighty-three percent of the respondents agreed with the
‘Smith’ opinion, while 12 percent agreed with the ‘Brown’ opinion. Two percent indicated a
preference for both approaches, two percent said ‘Neither of them’, and two percent did not
know, or did not provide a response.
Figure 2. General Support for the Long Beach Airport
Neither of them
Combination
2.1%
DK/NA/ Refused
1.5%
1.6%
Brown (Oppose LGB)
11.7%
Smith (Support LGB)
83.1%
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Overall Perception of Long Beach Airport
Table9 shows general support for the Long Beach Airport by length of residence. Voters
residing in the City of Long Beach for 9 or more years reported agreeing with the ‘Smith’
opinion, which saw the Long Beach Airport as a valuable asset in the community, more
often than did those reporting their length of residence as less than 9 years.
Table 9. General Support for the Long Beach Airport by Length of Residence
Length of Residence
Overall
Less 5 to less 9 to less
than 5
than 9 than 15
15 or
more
Base
900
161
95
120
511
Smith (Support LGB)
747
83.0%
132
81.5%
73
76.5%
107
89.3%
425
83.1%
Brown (Oppose LGB)
105
11.7%
23
14.0%
13
13.1%
8
7.0%
61
12.0%
Combination
14
1.5%
1
0.4%
5
4.8%
2
1.7%
7
1.3%
Neither of them
19
2.1%
4
2.5%
5
4.9%
1
0.6%
9
1.7%
DK/NA/ Refused
14
1.6%
3
1.6%
1
0.7%
2
1.4%
9
1.9%
Table10 examines support for the Long Beach Airport by district. As indicated in the table,
respondents in District 3 showed a substantially higher agreement with the ‘Smith’ opinion
(90%) than did those in District 7 (78%) and District 8 (78%).
Table 10. General Support for the Long Beach Airport by District
District
District District District District District District District District District
Overall
1
2
3
4
5
6
7
8
9
Base
900
53
100
156
Smith (Support LGB)
747
83.0%
44
84.0%
81
81.3%
141
90.0%
Brown (Oppose LGB)
105
11.7%
6
12.0%
12
12.0%
11
7.3%
Combination
14
1.5%
1
2.0%
-
1
0.9%
3
2.7%
Neither of them
19
2.1%
-
3
2.7%
1
0.9%
DK/NA/ Refused
14
1.6%
1
2.0%
4
4.0%
1
0.9%
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98
147
64
103
97
82
80
119
54
81
81.8% 81.0% 84.0% 78.4%
76
78.1%
71
87.3%
13
20
12.8% 13.3%
5
8.0%
13
12.4%
17
17.1%
9
11.1%
3
1.9%
1
2.0%
4
3.9%
1
0.7%
-
2
2.0%
4
2.9%
1
2.0%
3
3.3%
3
2.7%
1
1.6%
1
0.7%
1
1.0%
3
4.0%
2
2.0%
1
1.4%
-
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Overall Perception of Long Beach Airport
As shown in Table11, an examination of general support of the Long Beach Airport by age
reveals that respondents ages 39 years or less reported agreement with the ‘Smith’ opinion
less often than did those 40 years of age and older.
Table 11. General Support for the Long Beach Airport by Age
Age
18 to 29 30 to 39 40 to 49 50 to 64
Overall
years
years
years
years
65+
years
Base
900
164
189
195
183
103
Smith (Support LGB)
747
83.0%
134
81.6%
149
78.8%
165
84.3%
153
83.8%
89
86.5%
Brown (Oppose LGB)
105
11.7%
20
11.9%
28
14.8%
23
11.9%
20
10.8%
7
6.6%
Combination
14
1.5%
1
0.4%
8
4.0%
3
1.4%
1
0.4%
2
2.3%
Neither of them
19
2.1%
3
2.0%
3
1.8%
2
1.1%
5
3.0%
5
4.6%
DK/NA/ Refused
14
1.6%
7
4.1%
1
0.7%
3
1.4%
4
2.1%
-
Table12 examines general support for the Long Beach Airport by airport preference. Respondents who preferred ‘LGB’ reported agreement with the ‘Smith’ opinion much more often
(87%) than those who preferred ‘LAX’ (35%). Interestingly, 9 percent of those who preferred
the Long Beach Airport agreed with the ‘Brown’ opinion and felt that LGB should be shut
down.
Table 12. General Support for the Long Beach Airport by Airport Preference
Airport Preference
Overall
LGB
LAX
Neither or
Not sure
Base
900
814
52
32
Smith (Support LGB)
747
83.0%
711
87.3%
18
35.0%
17
52.4%
Brown (Oppose LGB)
105
11.7%
72
8.8%
26
49.6%
7
22.2%
Combination
14
1.5%
11
1.3%
3
6.3%
-
Neither of them
19
2.1%
14
1.7%
1
2.6%
4
12.5%
DK/NA/ Refused
14
1.6%
7
0.9%
3
6.5%
4
12.9%
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Overall Perception of Long Beach Airport
Table13 shows general support for the Long Beach Airport by the frequency of use of commercial airplanes in the last 12 months. Long Beach voters who had not flown on a commercial airplane in the last 12 months were only slightly less supportive than those
respondents who had been more active commercial airplane passengers.
Table 13. General Support for the Long Beach Airport by Frequency of Use of
Commercial Airplanes
Number of times flown on commercial airplane in
last 12 months
Overall
Not once
Once or
twice
Three to six More than
times
seven times
Base
900
399
249
143
104
Smith (Support LGB)
747
83.0%
323
80.8%
216
86.9%
117
82.0%
90
86.1%
Brown (Oppose LGB)
105
11.7%
47
11.9%
25
10.0%
18
12.3%
13
12.5%
Combination
14
1.5%
5
1.3%
4
1.5%
3
2.3%
1
1.4%
Neither of them
19
2.1%
13
3.4%
1
0.3%
5
3.3%
-
DK/NA/ Refused
14
1.6%
10
2.6%
3
1.3%
-
-
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First Ballot Test
First Ballot Test
Q4. The Long Beach airport does not
have enough permanent facilities to
meet the current demand for
parking, waiting areas, and services
such as car rentals. In the upcoming
months, the airport is developing a
plan to replace temporary facilities
at the airport with more permanent
structures. The permanent
structures, if built, would not
expand the capacity of the airport,
only replace the temporary facilities
that exist today.
Do you support replacing temporary
facilities at the Long Beach airport
with more permanent structures?
(GET ANSWER, THEN ASK): Is that
definitely (yes/no) or probably (yes/
no)?
Having identified respondents’ attitude towards various local issues including the Long
Beach airport, respondents were asked if they supported replacing temporary facilities at the
Long Beach airport with more permanent structures. Because this question does not provide
respondents additional information beyond the language in the question, this question
reveals the level of support that is likely in the absence of further information about the
proposed project. The first ballot test also provides a measure of the baseline level of support
for the proposal that can be compared to the level of support in the second ballot test
(Question 7), after respondents have learned more about the proposal and more about the
Long Beach airport.
As shown in Figure 3, when asked if they would support replacing temporary facilities with
more permanent ones, 79 percent of respondents indicated ‘Definitely yes’ or ‘Probably yes’
(52% and 27%, respectively), thirteen percent said ‘Definitely no’ or ‘Probably no’ (7% and
6%, respectively), and eight percent did not know or did not answer the question.
Figure 3. First Ballot Test - Support for More Permanent Facilities
Definitely no
7.1%
DK/NA
7.6%
Probably no
6.3%
Definitely yes
52.2%
Probably yes
26.8%
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First Ballot Test
Table14 shows support for more permanent facilities - by likely November 2004 voter.
Respondents who indicated ‘Definitely yes’ or ‘Probably yes’ to supporting the proposal were
fairly equal for those considered to be unlikely November 2004 voters (50% and 32%, respectively) and likely November 2004 voters (53% and 25%, respectively).
Table 14. First Ballot Test by Likely November 2004 Voter
Likely November
2004 Voter
Overall
Yes
No
Base
900
707
193
Definitely yes
471
52.3%
375
53.0%
96
49.7%
Probably yes
241
26.8%
178
25.2%
62
32.3%
Probably no
56
6.3%
46
6.4%
11
5.6%
Definitely no
64
7.1%
53
7.4%
11
5.9%
DK/NA
68
7.6%
56
7.9%
13
6.5%
Table15 shows the first ballot test - support for more permanent facilities - by district. Similar to the overall findings, support for more permanent facilities at the Long Beach Airport
were consistently strong across the different districts. Support was lowest in District 8, where
72% of respondents indicated ‘Definitely yes’ or ‘Probably yes’ (46% and 26%, respectively) to
replacing the temporary facilities with more permanent ones. Even in District 8, almost 4
times as many respondents indicated they would support the proposal (either ‘Definitely yes’
or ‘Probably yes’) rather than oppose (either ‘Definitely no’ or ‘Probably no’) it.
Table 15. First Ballot Test by District
District
District District District District District District District District District
Overall
1
2
3
4
5
6
7
8
9
Base
900
53
100
156
98
147
64
103
97
82
Definitely yes
471
26
63
84
50
76
32
47
44
48
52.3% 50.0% 62.7% 53.6% 51.4% 51.4% 50.0% 45.8% 45.9% 58.7%
Probably yes
241
14
20
38
26
42
22
36
25
18
26.8% 26.0% 20.0% 24.5% 26.4% 28.6% 34.0% 34.6% 26.0% 22.2%
Probably no
56
6.3%
3
6.0%
8
8.0%
16
10.0%
7
7.4%
8
5.7%
-
6
5.9%
3
2.7%
5
6.3%
Definitely no
64
7.1%
4
8.0%
4
4.0%
9
5.5%
7
7.4%
6
3.8%
6
10.0%
7
6.5%
15
15.1%
6
7.9%
DK/NA
68
7.6%
5
10.0%
5
5.3%
10
6.4%
7
7.4%
15
10.5%
4
6.0%
7
7.2%
10
10.3%
4
4.8%
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First Ballot Test
As seen in Table16, when the first ballot test is examined by respondents airport preference,
82 percent of respondents who preferred ‘LGB’ said ‘Definitely yes’ or ‘Probably yes’ (56%
and 26%, respectively) to replacing temporary facilities at the Long Beach Airport with more
permanent facilities, whereas 52% of those who preferred ‘LAX’ said ‘Definitely’ or ‘Probably’
yes (19% and 33%, respectively) to the proposal.
Table 16. First Ballot Test by Airport Preference
Airport Preference
Overall
LGB
LAX
Neither or
Not sure
Base
900
814
52
32
Definitely yes
471
52.3%
454
55.7%
10
19.0%
7
22.3%
Probably yes
241
26.8%
213
26.1%
17
32.7%
11
35.4%
Probably no
56
6.3%
48
5.9%
6
10.9%
2
7.6%
Definitely no
64
7.1%
40
4.9%
16
31.0%
5
17.2%
DK/NA
68
7.6%
59
7.3%
3
6.4%
6
17.6%
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Features and Services of the Long Beach Airport
Features and Services of the Long Beach
Airport
Q5. The Long Beach airport has
many features and services
If you knew that the airport
________would you be more or
less likely to support permanent
facilities at Long Beach airport?
(GET ANSWER, IF 'MORE' OR 'LESS'
THEN ASK:) Would that be much
(more/less) likely or somewhat
(more/less) likely to support
permanent facilities at the airport?
The purpose of Question 5 was to inform respondents about features and services of the Long
Beach Airport, and the impact of the information on their stated likelihood of supporting the
proposal for more permanent facilities. More specifically, respondents were asked if they
would be more or less likely to support the proposed project if they knew about certain
features and services at the Long Beach Airport. The order in which the programs or projects
were read was randomized in order to avoid a systematic position bias. The results are
presented in terms of means, with responses of ‘Much more likely’ assigned a value of +2,
responses of ‘Somewhat more likely’ assigned a value of +1, responses of ‘No effect’ assigned
a value of 0, responses of ‘Somewhat less likely’ assigned a value of -1, and responses of
‘Much less likely’ assigned a value of -2.
As seen in Figure4, respondents were most influenced by the feature that explained that
Long Beach Airport ‘Mostly flies new Airbus A320’s, one of the quietest, safest, and cleanest
commercial airplanes flying today’ (1.25), followed by ‘The Proposal to build more permanent facilities was being paid for by passengers that fly in and out of Long Beach as well as
the airlines and not by any City or County funds’ (1.10), and the airport ‘Serves Long Beach
residents, with more than 10% of all passengers departing from the airport residing in Long
Beach’ (1.09).
Figure 4. Influence of Features and Services at the Long Beach Airport
Q5b Mostly flies Airbus A320's
1.25
Q5d Facilities not paid for by City/County funds
1.10
Q5c Serves Long Beach residents
1.09
Q5a Most restrictive noise requirements
1.08
Q5e No flights after 10 pm
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Features and Services of the Long Beach Airport
Table17 shows influence of features and services at the Long Beach Airport by district. The
largest differences in influence were seen when respondents were told that the LGB ‘Serves
Long Beach residents, with more than 10% of all passengers departing from the airport residing in Long Beach’ in that residents in District 2 and District 9 showed greater positive influence (1.30 and 1.30) from this feature than did residents in District 8 (0.73).
Table 17. Influence of Features and Services at the Long Beach Airport by
District
District
District District District District District District District District District
Overall
1
2
3
4
5
6
7
8
9
Base
1.06
1.09
1.19
0.98
1.04
1.18
1.11
1.02
0.91
1.05
Q5b Mostly flies Airbus
A320's
1.25
1.31
1.36
1.25
1.20
1.16
1.38
1.26
1.15
1.30
Q5d Facilities not paid
for by City/County
funds
1.10
1.20
1.35
1.04
0.98
1.33
1.22
0.90
0.93
0.92
Q5c Serves Long
Beach residents
1.09
1.12
1.30
1.07
0.97
1.14
1.21
1.02
0.73
1.30
Q5a Most restrictive
noise requirements
1.08
1.14
1.07
0.86
1.12
1.19
1.10
1.09
1.06
1.20
Q5e No flights after 10
pm
0.80
0.65
0.85
0.67
0.95
1.10
0.64
0.84
0.69
0.55
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Features and Services of the Long Beach Airport
Table18 examines influence of features and services at the Long Beach Airport by likely
November 2004 voter. Those considered to be likely November 2004 voters were more influenced (1.16) by the statement the ‘Proposal to build more permanent facilities was being
paid for by passengers that fly in and out of Long Beach as well as the airlines and not by and
City or County funds’ than were unlikely November 2004 voters (0.89).
Table 18. Influence of Features and Services at the Long Beach Airport by
Likely November 2004 Voter
Likely November
2004 Voter
Overall
Yes
No
Base
1.06
1.08
1.02
Q5b Mostly flies Airbus
A320's
1.25
1.23
1.33
Q5d Facilities not paid
for by City/County
funds
1.10
1.16
0.89
Q5c Serves Long
Beach residents
1.09
1.07
1.15
Q5a Most restrictive
noise requirements
1.08
1.08
1.06
Q5e No flights after 10
pm
0.80
0.84
0.64
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Features and Services of the Long Beach Airport
As seen in Table19, when influence of features and services at the Long Beach Airport is
examined by length of residence, respondents who had lived in the City of Long Beach for 9
years or more were more influenced by the statement suggesting the LGB ‘Serves Long Beach
residents, with more than 10% of all passengers departing from the airport residing in Long
Beach’ than were respondents who had lived in the City for 9 years or less.
Table 19. Influence of Features and Services at the Long Beach Airport by
Length of Residence
Length of Residence
Overall
Less 5 to less 9 to less
than 5
than 9 than 15
15 or
more
Base
1.06
1.03
1.00
1.10
1.08
Q5b Mostly flies Airbus
A320's
1.25
1.26
1.15
1.32
1.26
Q5d Facilities not paid
for by City/County
funds
1.10
1.04
1.20
1.13
1.09
Q5c Serves Long
Beach residents
1.09
1.00
0.88
1.26
1.12
Q5a Most restrictive
noise requirements
1.08
1.00
1.01
1.04
1.13
Q5e No flights after 10
pm
0.80
0.83
0.77
0.76
0.82
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Issues Regarding the Long Beach Airport Proposal
Issues Regarding the Long Beach
Airport Proposal
Q6. Over the next few months,
residents in your area may hear
comments from supporters and
opponents of the Long Beach airport.
As I read the following comments,
please tell me if you would be more
or less likely to support the proposed
project at the airport to replace
temporary facilities with more
permanent structures.
If you heard that ___________
would you be more or less likely to
support the proposal at the Long
Beach airport? (IF ANSWER: 'MORE
OR LESS LIKELY', THEN ASK): Would
that be much (more/less) likely or
somewhat (more/less) likely?
The objective of Question 6 was to present respondents with comments supporting and
opposing the proposed project at the Long Beach Airport, which would replace temporary
facilities with more permanent structures, and to identify the impact of the information
items upon their support for the proposed project. It is important to note, however, the
individual comments within each question set were randomized in Question 6 so that
respondents were not consistently presented issues in the same order.
Again, respondents’ responses were recoded using the -2 to +2 scale, with -2 representing
respondents’ replies to arguments as ‘Much less likely’ and +2 representing ‘Much more
likely’ to support the proposal. An overall mean score was then derived for each argument by
averaging all recoded responses. Thus, a mean score of +1 indicates that respondents, as a
group, would reply ‘Somewhat more likely’ to support the proposal upon hearing the
argument.
As shown in Figure5, respondents gave the highest level of support after hearing that ‘Local
residents who fly prefer the convenience of flying out of Long Beach rather than driving to
LAX or the John Wayne Airport’ (1.36), followed closely by ‘The tourism industry is growing
in Long Beach, bringing jobs into the community and the airport has played an important
part in that growth’ (1.35), ‘The airport plays a vital role in long Beach’s economy, with over
200 businesses located at Long Beach Airport’ (1.35), and ‘The airport increases and
enhances Long Beach’s image throughout the region and throughout the county’ (1.24).
The only comment to receive a negative mean score was ‘The airplanes create noise and air
pollution that lowers our quality of life’ (-0.21).
Figure 5. Comments Supporting and Opposing the Proposal
Q6a Local residents prefer Long Beach
1.36
Q6c Airport plays important role in tourism
1.35
Q6b Airport plays vital role in Long Beach economy
1.35
Q6h Airport enhances Long Beach's image
1.24
Q6f Airplane travel less poluting than driving
1.15
0.28
Q6g Region to dependent on LGB
0.13
Q6d Airport creates traffic congestion
Q6e Airplanes create noise and pollution
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Issues Regarding the Long Beach Airport Proposal
Table20 examines comments supporting and opposing the proposal by home ownership.
Those who ‘Own’ their place of residence were less likely (-0.27) to support the proposed
project when the heard the comment suggesting that ‘The airplanes create noise and air pollution that lowers our quality of life’ than were those respondents who ‘Rent’ their residence
(-0.13).
Table 20. Comments Supporting and Opposing the Proposal by Home
Ownership
Home
Ownership
Overall
Own
Rent
Base
0.84
0.80
0.89
Q6a Local residents
prefer Long Beach
1.36
1.37
1.35
Q6c Airport plays
1.35
important role in tourism
1.30
1.44
Q6b Airport plays vital
role in Long Beach
economy
1.35
1.35
1.38
Q6h Airport enhances
Long Beach's image
1.24
1.22
1.26
Q6f Airplane travel less
poluting than driving
1.15
1.09
1.23
Q6g Region to
dependent on LGB
0.28
0.26
0.28
Q6d Airport creates
traffic congestion
0.13
0.06
0.25
Q6e Airplanes create
noise and pollution
-0.21
-0.27
-0.13
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Issues Regarding the Long Beach Airport Proposal
Table21 examines comments supporting and opposing the proposal by district. The lowest
level of support was seen in District 4 when respondents were told that ‘The airport creates
traffic and air pollution that lowers our quality of life’ (-0.44). District 1 showed the most
positive influence for the proposed project after hearing the comments, overall (0.99).
Table 21. Comments Supporting and Opposing the Proposal by District
District
District District District District District District District District District
Overall
1
2
3
4
5
6
7
8
9
Base
0.84
0.99
0.91
0.82
0.77
0.87
0.94
0.73
0.67
0.93
Q6a Local residents
prefer Long Beach
1.36
1.24
1.43
1.51
1.31
1.41
1.45
1.26
1.14
1.32
Q6c Airport plays
important role in tourism
1.35
1.48
1.47
1.28
1.34
1.30
1.43
1.28
1.15
1.58
Q6b Airport plays vital
role in Long Beach
economy
1.35
1.49
1.32
1.36
1.27
1.43
1.38
1.27
1.18
1.49
Q6h Airport enhances
Long Beach's image
1.24
1.35
1.29
1.24
1.17
1.30
1.35
1.07
0.99
1.48
Q6f Airplane travel less
poluting than driving
1.15
1.19
1.27
1.20
1.14
1.15
1.26
1.07
0.96
1.13
Q6g Region to
dependent on LGB
0.28
0.45
0.38
0.30
0.26
0.10
0.53
0.33
0.07
0.26
Q6d Airport creates
traffic congestion
0.13
0.54
0.33
0.01
0.05
0.20
0.27
-0.11
0.13
0.08
Q6e Airplanes create
noise and pollution
-0.21
0.18
-0.19
-0.33
-0.44
-0.09
-0.24
-0.34
-0.31
0.07
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Second Ballot Test
Second Ballot Test
Q7. Do you support replacing
temporary facilities at the Long
Beach airport with more permanent
structures? (GET ANSWER, THEN
ASK): Is that definitely (yes/no) or
probably (yes/no)?
After providing respondents with the wording of the proposed project, the features and services of the Long Beach Airport, and issues regarding the Long Beach Airport proposal,
respondents were once again presented with the same proposal that they were presented in
the first ballot test and asked whether they would support a project to replace temporary
facilities at the airport with more permanent structures. Because the process of taking the
survey for most respondents involves learning a great deal more about the proposal then
they knew at the beginning of the survey, the survey simulates a campaign environment.
Therefore, change in support for the proposed project can be assessed at the second ballot test
after voters have been presented with basic information and arguments concerning the proposal. The second ballot test language is identical to the language used in the first ballot test
to ensure that recorded change in support for the proposal is due to the information provided
in the survey -- not due to subtle changes in the ballot language.
As shown in Figure6, when asked if they would support replacing temporary facilities with
more permanent ones, 84 percent of respondents indicated either ‘Definitely yes’ or ‘Probably yes’ (63% and 22%, respectively), while 12 percent said either ‘Probably no’ or ‘Definitely
no’ (6% and 6%, respectively). Overall support for the proposal increased by five percent
from the first ballot test. In the second ballot test, four percent either did not know or did not
provide an answer to the question.
Figure 6. Second Ballot Test - Support for More Permanent Facilities
Definitely no
6.1%
Probably no
5.9%
DK/NA
3.9%
Probably yes
21.6%
Definitely yes
62.5%
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Second Ballot Test
Table22 shows second ballot test - support for more permanent facilities - by district. When
asked if they would support the proposal, respondents in District 1 indicated ‘Definitely yes’
or ‘Probably yes’ more often than did residents of District 8 (90% and 75%, respectively).
Table 22. Second Ballot Test by District
District
District District District District District District District District District
Overall
1
2
3
4
5
6
7
8
9
Base
900
53
100
156
98
147
64
103
97
82
Definitely yes
562
36
71
102
61
87
37
63
54
51
62.4% 68.0% 70.7% 65.5% 62.2% 59.0% 58.0% 61.4% 55.5% 61.9%
Probably yes
195
12
16
33
18
36
19
21
19
21
21.6% 22.0% 16.0% 20.9% 18.2% 24.8% 30.0% 20.3% 19.9% 25.4%
Probably no
53
5.9%
2
4.0%
3
2.7%
11
7.3%
9
9.5%
6
3.8%
4
6.0%
7
6.5%
7
6.8%
5
6.3%
Definitely no
55
6.1%
2
4.0%
5
5.3%
6
3.6%
7
7.4%
7
4.8%
1
2.0%
9
8.5%
13
13.0%
5
6.3%
DK/NA
35
3.9%
1
2.0%
5
5.3%
4
2.7%
3
2.7%
11
7.6%
3
4.0%
3
3.3%
5
4.8%
-
Table23 shows second ballot test - support for more permanent facilities - by household
income. The highest level of support, those who indicated ‘Definitely’ or ‘Probably’ yes, was
seen in respondents who reported household incomes under $60,000.
Table 23. Second Ballot Test by Household Income
Household Income
Overall
Under
$20,000
$20K to
$39,999
$40K to
$59,999
Base
900
106
144
165
160
99
76
Definitely yes
562
62.4%
66
62.2%
99
68.9%
103
62.5%
113
70.8%
59
59.5%
45
58.5%
Probably yes
195
21.6%
28
26.2%
29
20.0%
40
24.4%
21
13.2%
22
22.5%
17
22.0%
Probably no
53
5.9%
5
4.3%
13
8.9%
3
1.6%
10
6.4%
9
8.7%
6
8.1%
Definitely no
55
6.1%
3
2.8%
2
1.4%
10
6.1%
9
5.9%
6
6.5%
9
11.4%
DK/NA
35
3.9%
5
4.4%
1
0.9%
9
5.4%
6
3.8%
3
2.8%
-
JetBlue Airways
$60K to $90K to $120K or
$89,999 $119,999
more
Godbe Research & Analysis
Page 36
Second Ballot Test
Results from the second ballot test - support for more permanent facilities - is examined by
age in Table24. The percentage of those who said ‘Definitely yes’ to supporting the proposed
project gradually rose as age increased. Notwithstanding, percentages of respondents who
reported ‘Definitely’ or ‘Probably’ yes were consistent across all age categories.
Table 24. Second Ballot Test by Age
Age
Overall
18 to 29 30 to 39 40 to 49 50 to 64
years
years
years
years
65+
years
Base
900
164
189
195
183
103
Definitely yes
562
62.4%
90
54.7%
113
59.7%
125
64.1%
123
67.5%
73
70.6%
Probably yes
195
21.6%
51
31.4%
47
24.6%
36
18.6%
31
17.1%
17
16.8%
Probably no
53
5.9%
16
9.9%
6
3.2%
12
6.4%
10
5.3%
4
3.9%
Definitely no
55
6.1%
5
3.2%
18
9.6%
12
6.3%
12
6.6%
2
1.9%
DK/NA
35
3.9%
1
0.8%
5
2.9%
9
4.6%
6
3.4%
7
6.8%
JetBlue Airways
Godbe Research & Analysis
Page 37
Awareness, Perception, and Use of Airlines
Awareness, Perception, and Use of
Airlines
Q8. What are the names of the
commercial airlines at Long Beach?
(DO NOT READ MULTIPLE
RESPONSE OK)
In Question 8, respondents were asked to recall names of commercial airlines at Long Beach
Airport. This question was presented in an open-ended format, which means that respondents were free to mention any airline without being constrained to choose from a list.
Respondents were also allowed to give up to two responses to this question, therefore the sum
of the percentages shown is greater than 100 percent. The most often recalled airline was
‘JetBlue’ (64%), followed by ‘American’ (45%), and ‘America West’ (24%).
Figure 7. Recall of Commercial Airlines at Long Beach Airport
63.7%
JetBlue
44.6%
American
24.1%
America West
24.0%
DK/NA
18.3%
Horizon/ Alaska
14.3%
Other
Fed Ex/ Airborne/ UPS
0%
JetBlue Airways
2.1%
20%
40%
60%
80%
100%
Godbe Research & Analysis
Page 38
Awareness, Perception, and Use of Airlines
Table25 examines recall of commercial airlines at Long Beach Airport by gender. Males
more often (70%) recalled that JetBlue was a commercial airline at LGB than did females
(58%).
Table 25. Recall of Commercial Airlines at Long Beach Airport by Gender
Gender
Overall
Base
900
Male Female
426
474
JetBlue
574
299
275
63.7% 70.1% 58.0%
American
401
211
191
44.6% 49.5% 40.2%
America West
217
110
107
24.1% 25.7% 22.6%
DK/NA
216
72
144
24.0% 16.9% 30.4%
Horizon/ Alaska
164
94
70
18.3% 22.1% 14.8%
Other
128
69
59
14.3% 16.2% 12.5%
Fed Ex/ Airborne/ UPS
JetBlue Airways
19
2.1%
14
3.2%
5
1.2%
Godbe Research & Analysis
Page 39
Awareness, Perception, and Use of Airlines
Table26 shows recall of commercial airlines at Long Beach Airport by district. Respondents
in District 3 and District 5 most often recalled that JetBlue was a commercial airline at the
Long Beach Airport (85% and 80%, respectively). Those in District 9 and District 1 recalled
JetBlue the least often (38% and 36%, respectively).
Table 26. Recall of Commercial Airlines at Long Beach Airport by District
District
District District District District District District District District District
Overall
1
2
3
4
5
6
7
8
9
Base
900
53
100
156
98
147
64
103
97
82
JetBlue
574
19
65
132
66
118
26
58
58
31
63.7% 36.0% 65.3% 84.5% 67.6% 80.0% 40.0% 56.2% 60.3% 38.1%
American
401
14
32
105
46
83
24
40
36
21
44.6% 26.0% 32.0% 67.3% 47.3% 56.2% 38.0% 38.6% 37.7% 25.4%
America West
Horizon/ Alaska
Fed Ex/ Airborne/ UPS
217
24.1%
3
6.0%
23
64
28
45
10
21
15
22.7% 40.9% 29.1% 30.5% 16.0% 20.9% 15.8%
6
7.9%
164
5
15
36
17
35
10
17
17
12
18.3% 10.0% 14.7% 22.7% 17.6% 23.8% 16.0% 17.0% 17.8% 14.3%
19
2.1%
1
2.0%
-
4
2.7%
5
4.7%
3
1.9%
1
2.0%
1
1.3%
3
2.7%
1
1.6%
Other
128
12
16
18
12
20
8
16
13
14
14.3% 22.0% 16.0% 11.8% 12.2% 13.3% 12.0% 15.7% 13.0% 17.5%
DK/NA
216
24
24
24.0% 46.0% 24.0%
14
9.1%
18
17
28
33
25
32
18.2% 11.4% 44.0% 32.0% 26.0% 39.7%
Awareness of JetBlue was determined by asking respondents two separate questions. In Question 8, respondents were asked to recall names of commercial airlines at Long Beach Airport.
To avoid repetition, if they indicated JetBlue Airways, they were not asked Question 9, which
asked if they had heard or read about JetBlue Airways. Responses to these two questions were
combined to infer overall awareness. More specifically, if they recalled JetBlue Airways in
Question 8 or indicated that they had heard or read about JetBlue in Question 9, they were
considered to be ‘Aware’ of JetBlue Airways.
JetBlue Airways
Godbe Research & Analysis
Page 40
Awareness, Perception, and Use of Airlines
As illustrated in Figure8, 85 percent of respondents were aware of JetBlue Airways, while 15
percent were not.
Figure 8. Overall Awareness of JetBlue
No
14.5%
DK/NA
0.3%
Yes
85.2%
Table27 examines overall awareness of JetBlue by party. As shown in the table, 92 percent of
Republicans were aware of JetBlue Airways, while 81 percent of Democrats were aware of the
airline.
Table 27. Overall Awareness of JetBlue by Party
Party
Base
Overall
Dem
Rep
Other
DTS
897
467
262
60
109
Yes
767
378
242
55
91
85.4% 81.1% 92.3% 91.2% 84.2%
No
131
88
14.6% 18.9%
DK/NA
JetBlue Airways
-
-
20
7.7%
5
8.8%
17
15.8%
-
-
-
Godbe Research & Analysis
Page 41
Awareness, Perception, and Use of Airlines
Table28 shows overall awareness of JetBlue by age. The highest level of awareness was seen
in respondents ages ‘50 to 64 years’ (90%), followed by respondents ages ‘30 to 39 years’
(88%). Although still relatively high, the lowest level of awareness was reported by those ‘18
to 29 years’ of age (78%).
Table 28. Overall Awareness of JetBlue by Age
Age
Overall
18 to 29 30 to 39 40 to 49 50 to 64
years
years
years
years
65+
years
Base
897
163
189
194
183
103
Yes
767
85.4%
127
77.6%
166
88.1%
167
86.0%
164
89.9%
83
80.6%
No
131
14.6%
37
22.4%
23
11.9%
27
14.0%
18
10.1%
20
19.4%
DK/NA
-
-
-
-
-
-
In Table29, overall awareness of JetBlue is examined by household income. Higher levels of
awareness were reported by respondents with household incomes of $40,000 or more. The
highest levels of overall awareness were seen in respondents with household incomes of
‘$90,000 to $119,999’ (97%) and ‘$120,000 or more’ (95%).
Table 29. Overall Awareness of JetBlue by Household Income
Household Income
Overall
Under
$20,000
$20K to
$39,999
$40K to
$59,999
$60K to
$89,999
Base
897
105
144
164
160
99
76
Yes
767
85.4%
73
69.6%
110
76.9%
146
89.1%
147
92.2%
95
96.6%
72
94.7%
No
131
14.6%
32
30.4%
33
23.1%
18
10.9%
12
7.8%
3
3.4%
4
5.3%
DK/NA
-
-
-
-
-
-
-
JetBlue Airways
$90K to $120K or
$119,999
more
Godbe Research & Analysis
Page 42
Awareness, Perception, and Use of Airlines
Table30 examines overall awareness of JetBlue by reported ethnicity. ‘White/Caucasian’
reported the highest level of awareness (92%). Seventy-four percent of ‘African American/
Black’ respondents were aware of JetBlue Airways, and 72 percent of ‘Latino/Hispanic’
respondents were aware of the airline.
Table 30. Overall Awareness of JetBlue by Ethnicity
Ethnicity
Q9. Have you heard, or read about
JetBlue airways?
Overall
Afr. Amer.
or Black
Latino or
White/
Hispanic Caucasian
Base
897
122
144
481
109
Yes
767
85.4%
90
73.8%
103
71.7%
443
92.1%
94
85.5%
No
131
14.6%
32
26.2%
41
28.3%
38
7.9%
16
14.5%
DK/NA
-
-
-
-
-
Other
In Question 9, respondents were asked if they had heard or read about JetBlue Airways. Those
who named JetBlue Airways as a commercial airline at Long Beach Airport in Question 8
were considered to be aware of the airline, and not asked Question 9.
Fifty-nine percent of those who had not named JetBlue Airways in Question 8 indicated that
they had heard or read about the airline, while 40 percent said they had not.
Figure 9. Heard or Read About JetBlue Airways
DK/NA
0.8%
No
40.0%
Yes
59.2%
The overall percentages of those who indicated that they had flown JetBlue Airways was
derived from several separate questions. Respondents who neither recalled JetBlue as a commercial airline at Long Beach Airport, nor indicated that they had heard or read about JetBlue Airways were considered to be unaware of JetBlue. Thus, respondents who were unaware
of the airline were not asked if they had ever flown JetBlue in Question 10.
JetBlue Airways
Godbe Research & Analysis
Page 43
Awareness, Perception, and Use of Airlines
Figure10 illustrates the percentage of individuals who had flown JetBlue, overall. Seventytwo percent of respondents who were aware of JetBlue had not flown the airline, while 13 percent had. Fifteen percent were unaware of JetBlue Airways, and one percent either did not
know, or did not answer the question.
Figure 10. Overall, Flown JetBlue Airways
Never heard of JetBlue
14.5%
DK/NA
0.5%
Yes
12.9%
No
72.1%
Q10. Have you ever flown on
JetBlue Airways?
Figure11 shows the percentage of respondents who were aware of JetBlue Airways that indicated they had flown the airline. Individuals who were considered to be unaware of JetBlue,
based upon their responses to Questions 8 and 9, were not asked this question. Eighty-four
percent of respondents indicated that they had not flown the airline, while 15 percent
reported that they had.
Figure 11. Flown JetBlue Airways
DK/NA
0.6%
Yes
15.1%
No
84.3%
JetBlue Airways
Godbe Research & Analysis
Page 44
Awareness, Perception, and Use of Airlines
Table31 and Table32 examine respondents who indicated they had flown JetBlue Airways
by district. The highest percentages of respondents who had flown JetBlue were residents of
District 3 and District 1 (22% and 20%, respectively). Residents of District 9 reported flying
JetBlue Airways the least (6%). In addition, the highest percentage of respondents who were
aware of JetBlue and indicated that they had flown the airline reported a household income
of $120,000 or more (31%).
Table 31. Flown JetBlue Airways by District
District
District District District District District District District District District
Overall
1
2
3
4
5
6
7
8
9
Base
769
32
80
149
87
135
54
83
81
69
Yes
116
6
13
33
11
15.1% 20.0% 16.7% 21.9% 13.0%
22
16.7%
5
9.5%
13
16.3%
8
9.8%
4
5.7%
No
648
25
65
117
73
84.3% 80.0% 81.7% 78.1% 84.7%
112
83.3%
49
90.5%
69
83.7%
74
90.2%
64
92.5%
-
-
-
-
1
1.9%
DK/NA
5
0.6%
-
1
1.7%
-
2
2.3%
Table 32. Flown JetBlue Airways by Household Income
Household Income
Overall
Under
$20,000
$20K to
$39,999
$40K to
$59,999
$60K to
$89,999
Base
769
74
110
147
148
96
72
Yes
116
15.1%
5
7.3%
11
10.0%
18
12.0%
32
21.6%
16
17.1%
22
30.5%
No
648
84.3%
68
91.8%
99
90.0%
128
87.5%
115
77.6%
79
82.2%
50
69.5%
DK/NA
5
0.6%
1
0.9%
-
1
0.5%
1
0.9%
1
0.7%
-
JetBlue Airways
$90K to $120K or
$119,999
more
Godbe Research & Analysis
Page 45
JetBlue Recommended
JetBlue Recommended
Q11. Would you recommend JetBlue
airways, to friends or family? (GET
ANSWER, IF THEY WOULD
RECOMMEND THEN ASK): Is that
strongly recommend or somewhat
recommend?
Question 11 asked respondents if they would recommend JetBlue Airways to friends of family.
Respondents who were unaware of JetBlue (i.e., they did not recall JetBlue as a commercial
airline at Long Beach Airport in Question 8, nor did they indicate that they had heard or read
about JetBlue in Question 9) or had never flown the airline were not asked this question.
Ninety-seven percent of respondents indicated that they would either ‘Strongly recommend’
(83%) or ‘Somewhat recommend’ (14%) the airline to friends or family. Two percent said
the ‘Would not recommend’ JetBlue, and less than one percent had ‘No stated opinion’.
Figure 12. JetBlue Recommended
No opinion stated
0.5%
Would not recommend
DK/NA
1.6%
1.2%
Somewhat recommend
14.0%
Strongly recommend
82.7%
Q12. Which features of JetBlue are
you most likely to recommend? (DO
NOT READ - MULTIPLE RESPONSE)
Respondents who either said they would ‘Strongly recommend’ or ‘Somewhat recommend’
JetBlue to friends or family in Question 11 were asked which features of the airline they
would most likely recommend. This question was presented in an open-ended format, which
means that respondents were free to mention any feature without being constrained to
choose from a list. Respondents were also allowed to give up to two responses to this question, therefore the sum of the percentages shown is greater than 100 percent.
JetBlue Airways
Godbe Research & Analysis
Page 46
JetBlue Recommended
The highest percentage of respondents (37%) said that they would recommend JetBlue’s
‘Customer service’, followed closely by the airline’s ‘Low fares’ (36%). Twenty-five percent
said they would recommend the ‘Free live television’.
Figure 13. Features of JetBlue Recommended
36.6%
Customer service
Low fares
Free live TV
Convenience
On-time flights
Leather seats
Easy to book
New aircraft
Accomodating features
Frequent flights
DK/NA
Other
Security measures
0%
JetBlue Airways
35.9%
24.6%
17.6%
16.2%
15.9%
9.0%
8.5%
7.0%
6.9%
6.4%
4.1%
1.1%
10%
20%
30%
40%
Godbe Research & Analysis
Page 47
JetBlue Recommended
Table33 shows features of JetBlue recommended by gender. With the highest percentage of
recommendations, females more often reported (46%) that they would recommend JetBlue
because of their ‘Customer service’ than males (31%). Conversely, males more often reported
they would recommend JetBlue because of their ‘On-time flights’ than their female counterparts (20% and 10%, respectively).
Table 33. Features of JetBlue Recommended by Gender
Gender
Overall
Male
Female
Base
117
70
47
New aircraft
10
8.5%
7
9.7%
3
6.7%
Customer service
43
21
22
36.6% 30.5% 45.8%
Leather seats
19
12
7
15.9% 16.7% 14.8%
Free live TV
29
17
11
24.6% 24.9% 24.2%
Low fares
42
24
18
35.9% 34.2% 38.4%
19
14
16.2% 20.4%
5
9.9%
Security measures
1
1.1%
-
1
2.8%
Easy to book
11
9.0%
8
10.8%
3
6.4%
Frequent flights
8
6.9%
5
6.7%
3
7.2%
On-time flights
Convenience
Q13. Would you like JetBlue Airways
to fly more flights to more
destinations?
21
13
7
17.6% 18.7% 15.9%
Accomodating features
8
7.0%
6
8.8%
2
4.2%
Other
5
4.1%
3
4.8%
1
3.0%
DK/NA
7
6.4%
3
4.9%
4
8.6%
Question 13 asked respondents if they would like to see JetBlue Airways fly more flights to
more destinations. This question was only asked of those who were aware of JetBlue (Questions 8 and 9), flown the airline (Question 10), and would recommend JetBlue Airways to
friends or family (Question 11).
JetBlue Airways
Godbe Research & Analysis
Page 48
JetBlue Recommended
Ninety percent of respondents indicated that they would like to see JetBlue Airways fly more
flights to more destinations, while six percent said they did not. Four percent of respondents
refused to answer the question.
Figure 14. Increase Destinations of JetBlue
No Refused
6.4% 4.0%
Yes
89.6%
Table34 shows the demand for increased destinations of JetBlue Airways by length of residence. Respondents who reported residing in the City of Long Beach for 9 or more years
wanted to see an increase more often than those who had lived in the City for less than 9
years.
Table 34. Increase Destinations of JetBlue
Length of Residence
Overall
Less 5 to less 9 to less
than 5
than 9 than 15
15 or
more
Base
119
29
15
17
59
Yes
107
89.6%
27
93.2%
12
83.7%
16
96.0%
51
87.3%
No
8
6.4%
1
2.3%
2
11.8%
1
4.0%
5
7.9%
Refused
5
4.0%
1
4.5%
1
4.5%
-
3
4.8%
JetBlue Airways
Godbe Research & Analysis
Page 49
Use of the Long Beach Airport
Use of the Long Beach Airport
Q14. How often have you flown on a
commercial airplane in the last 12
months?
All respondents were then asked how often they had flown on a commercial airplane in the
last 12 months. Forty-four percent indicated ‘Not once’, while 28 percent said ‘Once or
twice’. Sixteen percent of the respondents indicated that they had flown a commercial airplane ‘Three to six times’ in the last 12 months, and 12 percent said ‘More than seven times’.
Figure 15. Frequency of Flight on Commercial Airplane
Not once
44.4%
Once or twice
27.7%
Three to six times
15.9%
More than seven times
11.6%
0.5%
DK/NA
Table35 shows the frequency of flying a commercial airplane by district. The highest percentage of respondents who had flown on a commercial airline in the last 12 months were
residents of District 3 (82%).
Table 35. Frequency of Flight on Commercial Airplane by District
District
District District District District District District District District District
Overall
1
2
3
4
5
6
7
8
9
Base
900
53
100
156
98
147
64
103
97
82
Not once
399
27
41
28
47
73
39
47
55
42
44.4% 52.0% 41.3% 18.2% 48.0% 49.5% 60.0% 45.8% 56.8% 50.8%
Once or twice
249
15
33
41
22
41
21
27
22
27
27.7% 28.0% 33.3% 26.4% 23.0% 27.6% 32.0% 26.1% 22.6% 33.3%
Three to six times
143
7
17
38
19
18
15.9% 14.0% 17.3% 24.5% 18.9% 12.4%
More than seven times
104
11.6%
2
4.0%
7
6.7%
DK/NA
4
0.5%
1
2.0%
1
1.3%
JetBlue Airways
48
10
15
30.9% 10.1% 10.5%
-
-
-
4
6.0%
19
12
19.0% 12.3%
8
9.5%
-
9
8.5%
8
8.2%
5
6.3%
1
2.0%
1
0.7%
-
-
Godbe Research & Analysis
Page 50
Use of the Long Beach Airport
Q15. In the last 12 months, have you
picked someone up at the airport or
been visited by someone who has
traveled to see you, using a
commercial airplane?
Respondents who indicated that they had not flown on a commercial airplane in the last 12
months, or did not know, were asked if they had picked someone up at the airport or been
visited by someone who had traveled to see them using a commercial airplane. Fifty-two percent of respondents indicated ‘Yes’, while 48 percent indicated ‘No’.
Figure 16. Picked Someone Up at Long Beach Airport in Last 12 Months
DK/NA
0.2%
No
47.8%
Yes
52.0%
Table36 examines respondents who indicated that they had picked someone up at the Long
Beach Airport or been visited by someone who had traveled to them using a commercial airplane by district. The highest percentage of respondents indicating ‘Yes’ were residents of
District 7 (62%).
Table 36. Picked Someone Up at Long Beach Airport in Last 12 Months by
District
District
District District District District District District District District District
Overall
1
2
3
4
5
6
7
8
9
Base
404
28
43
28
47
73
40
48
55
42
Yes
210
16
21
16
27
36
15
30
28
21
52.0% 55.6% 50.0% 55.0% 57.7% 50.0% 38.7% 62.0% 50.6% 50.0%
No
193
13
21
13
20
36
24
17
27
21
47.8% 44.4% 50.0% 45.0% 42.3% 50.0% 61.3% 36.6% 49.4% 50.0%
DK/NA
JetBlue Airways
1
0.2%
-
-
-
-
-
-
1
1.4%
-
-
Godbe Research & Analysis
Page 51
Use of the Long Beach Airport
Q16. Have you or someone in your
household flown out of Long beach
Airport in the last 12 months.
As shown in Figure17, when respondents were asked if they or someone in their household
had flown out of Long Beach Airport in the last 12 months, 40 percent indicated ‘Yes’ and 60
percent said ‘No’.
Figure 17. Flown Out of Long Beach Airport in Last 12 Months
Refused
0.1%
Yes
40.0%
No
59.9%
Table37 shows incidence of flying out of Long Beach Airport by respondents or someone in
their households in the last 12 months by district. Respondents in District 3 most often
reported flying out of the Long Beach Airport (56%).
Table 37. Flown Out of Long Beach Airport in Last 12 Months by District
District
Overall
Base
900
District District District District District District District District District
1
2
3
4
5
6
7
8
9
53
100
156
98
147
64
103
97
82
Yes
360
19
37
87
41
66
18
46
27
18
40.0% 36.0% 37.3% 55.5% 41.9% 44.8% 28.0% 45.1% 28.1% 22.2%
No
539
34
63
70
56
81
46
56
70
64
59.9% 64.0% 62.7% 44.5% 57.4% 55.2% 72.0% 54.2% 71.9% 77.8%
Refused
JetBlue Airways
1
0.1%
-
-
-
1
0.7%
-
-
1
0.7%
-
-
Godbe Research & Analysis
Page 52
Use of the Long Beach Airport
Q17. Have you ever taken a taxi, to
or from, the Long Beach airport?
Respondents were then asked if they had ever taken a taxi, to or from, the Long Beach Airport. Figure18 illustrates that 21 percent of respondents said they had taken a taxi to the airport, while 79 percent had not.
Figure 18. Taken a Taxi to or from the Long Beach Airport
Refused
0.2%
Yes
21.1%
No
78.7%
Table 38. Taken a Taxi to or from the Long Beach Airport by District
District
District District District District District District District District District
Overall
1
2
3
4
5
6
7
8
9
Base
900
53
100
156
98
147
64
103
97
82
Yes
190
16
20
43
24
32
6
21
17
10
21.1% 30.0% 20.0% 27.3% 25.0% 21.9% 10.0% 20.3% 17.8% 12.7%
No
708
37
80
112
73
115
58
82
80
71
78.7% 70.0% 80.0% 71.8% 75.0% 78.1% 90.0% 79.7% 82.2% 87.3%
Refused
JetBlue Airways
1
0.2%
-
-
1
0.9%
-
-
-
-
-
-
Godbe Research & Analysis
Page 53
Use of the Long Beach Airport
Q18. Have you ever sent someone to
or from the Long Beach airport, with
a taxi?
Question 18 asked respondents if they had ever sent someone to or from Long Beach Airport
with a taxi. Respondents who indicated that they had taken a taxi to or from the Long Beach
Airport, in Question 17, were not asked this question. Ninety-three percent of respondents
said that they had not sent someone to or from the Long Beach Airport, and seven percent
said that they had.
Figure 19. Sent Someone to the Long Beach Airport with a Taxi
Yes
7.1%
No
92.9%
JetBlue Airways
Godbe Research & Analysis
Page 54
Recommendations for the Long Beach Airport
Recommendations for the Long Beach
Airport
Q19. In the near future, the airport
and the City of Long Beach will
conduct noise studies to determine if
the airport meets the current noise
requirements. Would you support
JetBlue and other air carriers
increasing the number of flights out
of Long Beach, “IF” the airport
meets, and stays within the current
noise ordinance?
(GET ANSWER, THEN ASK): Is that
definitely (support/oppose) or
probably (support/oppose)
increasing the number of flights out
of Long Beach airport?
Respondents were then informed that the airport and the City of Long Beach plan to conduct
noise studies to determine if the airport meets the current noise requirements. They were
then asked if they would support JetBlue and other carriers increasing the number of flights
out of Long Beach if the airport meets, and stays within, the current noise ordinance. Eightyfive percent said that they would either ‘Definitely support’ (64%) or ‘Probably support’
(21%) the increase in flights. Only 12 percent of respondents opposed the possibility of
increased flights out of Long Beach, and four percent of respondents did not indicate their
preference.
Figure 20. Support for Long Beach Airport Increasing Number of Flights
Definitely oppose
8.0%
DK/NA
3.7%
Probably oppose
3.7%
Probably support
20.7%
Definitely support
63.9%
Table39 examines support for the possibility of Long Beach Airport increasing the number
of flights by district.
Table 39. Support for Long Beach Airport Increasing Number of Flights by
District
District
District District District District District District District District District
Overall
1
2
3
4
5
6
7
8
9
Base
900
147
64
103
97
82
Definitely support
575
35
72
112
62
63.9% 66.0% 72.0% 71.8% 62.8%
53
100
156
98
84
57.1%
37
58.0%
62
60.8%
56
58.2%
55
66.7%
Probably support
186
11
17
24
20
20.7% 20.0% 17.3% 15.5% 20.3%
41
27.6%
17
26.0%
14
13.7%
22
22.6%
21
25.4%
Probably oppose
33
3.7%
2
4.0%
1
1.3%
6
3.6%
3
3.4%
7
4.8%
3
4.0%
8
7.8%
1
0.7%
3
3.2%
Definitely oppose
72
8.0%
3
6.0%
5
5.3%
10
6.4%
11
10.8%
8
5.7%
4
6.0%
12
11.8%
15
15.1%
4
4.8%
DK/NA
33
3.7%
2
4.0%
4
4.0%
4
2.7%
3
2.7%
7
4.8%
4
6.0%
6
5.9%
3
3.4%
-
JetBlue Airways
Godbe Research & Analysis
Page 55
Recommendations for the Long Beach Airport
Q20. If you had the opportunity to
fly out of either Long Beach Airport
or LAX (Los Angeles International
Airport), with the same flights and
fares, which would you prefer.
Question 20 asked respondents if they had the opportunity to fly out of either Long Beach
Airport or LAX (Los Angeles International Airport), with the same flights and fare, which they
would prefer. Ninety-one percent of the respondents indicated that they would prefer to fly
out of LGB.
Figure 21. Airport Preference
LGB
90.5%
5.8%
LAX
Not sure
1.8%
Neither
1.7%
0.2%
Refused
Table40 shows preferred airport by district. Residents in District 3 and District 5 showed the
most preference for LGB (96% and 95%, respectively). Conversely, respondents residing in
District 7 showed the most preference for LAX (11%).
Table 40. Airport Preference by District
District
District District District District District District District District District
Overall
1
2
3
4
5
6
7
8
9
Base
LGB
900
53
100
156
98
147
64
LAX
52
5.8%
2
4.0%
7
6.7%
1
0.9%
4
4.1%
6
3.8%
Neither
16
1.7%
1
2.0%
4
4.0%
1
0.9%
3
3.4%
-
4
6.0%
Not sure
16
1.8%
3
6.0%
-
3
1.8%
1
1.4%
1
1.0%
Refused
2
0.2%
-
-
-
-
-
JetBlue Airways
103
97
82
814
46
89
151
89
140
51
89
85
73
90.5% 88.0% 89.3% 96.4% 91.2% 95.2% 80.0% 86.3% 88.4% 88.9%
6
11
10.0% 10.5%
9
8.9%
6
7.9%
2
2.0%
-
-
1
2.0%
1
1.3%
2
2.1%
3
3.2%
1
2.0%
-
1
0.7%
-
Godbe Research & Analysis
Page 56
Additional Demographic & Behavioral Information
Additional Demographic & Behavioral
Information
Q1. How long have you lived in
Long Beach?
Figure 22. Length of Residence
Refused
1.4%
Less than 5
17.9%
5 to less than 9
10.6%
15 or more
56.8%
9 to less than 15
13.3%
QA. How many children under the
age of 19 do you have living in your
home?
Figure 23. Children Under 19 Years Old
None
60.1%
1 child
13.9%
2 children
16.0%
5.0%
3 children
QB. What local newspaper do you
read? (DON'T READ LIST; MULTIPLE
RESPONSE PERMITTED; PROBE FOR
SPECIFICS)
4 children
1.8%
More than 4 children
1.8%
Refused
1.4%
Figure 24. Preferred Newspaper
60.6%
Long Beach Press-Telegram
39.2%
LA Times
10.3%
Don't read a local newspaper
Gazette
5.5%
Other
3.2%
DK/NA
2.8%
Orange County Register
2.0%
Long Beach Business Journal
0%
JetBlue Airways
1.4%
10%
20%
30%
40%
50%
60%
70%
Godbe Research & Analysis
Page 57
Additional Demographic & Behavioral Information
QC. Do you own or rent your place
of residence?
Figure 25. Home Ownership
DK/NA
2.5%
Rent
33.2%
Own
64.3%
QD. What ethnic group do you
consider yourself a part of or feel
closest to? (IF HESITATE, READ):
Figure 26. Ethnicity
White/ Caucasian
53.6%
Latino or Hispanic
16.0%
African American or Black
Other
13.8%
6.9%
DK/NA
Asian
QE. To wrap things up, I am going to
read some income categories. Please
stop me when I reach the category
that best describes your total
household income.
4.4%
3.0%
Pacific Islander
1.6%
Asian Indian
0.7%
Figure 27. Household Income
Under $20,000
11.8%
$20K to $39,000
16.0%
$40K to $59,999
18.3%
$60K to $89,999
17.8%
$90K to $119,999
$120K to $159,999
$160K to $199,999
11.1%
5.6%
1.1%
$200K to $299,999
1.0%
Over $300K
0.8%
DK/NA/ Refused
JetBlue Airways
16.6%
Godbe Research & Analysis
Page 58
Additional Demographic & Behavioral Information
QF. Gender
Figure 28. Gender
Female
52.6%
QG. Age
Male
47.4%
Figure 29. Age
65+ years
11.4%
Not coded
7.3%
18 to 29 years
18.2%
30-39 years
21.0%
50 to 64 years
20.3%
40 to 49 years
21.7%
QH. Party
Figure 30. Party
Other
6.8%
DTS
12.1%
Democrat
52.0%
Republican
29.1%
JetBlue Airways
Godbe Research & Analysis
Page 59
Additional Demographic & Behavioral Information
QL. Household Party Type
Figure 31. Household Party Type
Democrat (1)
29.6%
14.5%
Democrat (2+)
Republican (1)
12.9%
Republican (2+)
11.3%
Other (1)
Other (2)
10.6%
2.4%
Dem. & Rep.
5.7%
Dem. & other
8.5%
4.0%
0.5%
Mixed
No data
QM. Likely November 2004 Voter
Figure 32. Likely November 2004 Voter
No
21.4%
Yes
78.6%
District
Figure 33. District
District 1
District 2
5.9%
11.1%
District 3
District 4
17.4%
10.9%
District 5
District 6
District 7
District 8
District 9
JetBlue Airways
16.4%
7.1%
11.4%
10.7%
9.1%
Godbe Research & Analysis
Page 60