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This file contains:
memo If Election Were Held Today. Statistical analysis of 1962 campaign. 2 pgs. [Memo], n.d.
David Hunter to RN re: Negro and Mexican Potentialities for RN gain. 3 pgs. [Memo], 9/11/1962
Memo to Richard Nixon from David Hunter. RE: Negro and Mexican Potentialities for RN Gain. 3pgs. [Memo], 9/11/1962
Memo to Richard Nixon from David Hunter. RE: Democrat and Catholic vote trends from last three Facts surveys. 6pgs. [Memo], 9/3/1962
Memo to Nixon, Finch, and Haldeman. RE: Facts Consolidated Survey of August, 1962. 21pgs. [Memo], n.d
Memo re: Candidate Images. A field poll displaying the strong and weak points of both Nixon and Brown. 2pgs. [Memo], 7/1/1962
A public opinion study concerning the November 1962 CA elections conducted statewide among CA registered voters. 125pgs. [Report], 8/1/1962
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WHSF: Returned, 67-1
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This file contains:
memo If Election Were Held Today. Statistical analysis of 1962 campaign. 2 pgs. [Memo], n.d.
David Hunter to RN re: Negro and Mexican Potentialities for RN gain. 3 pgs. [Memo], 9/11/1962
Memo to Richard Nixon from David Hunter. RE: Negro and Mexican Potentialities for RN Gain. 3pgs. [Memo], 9/11/1962
Memo to Richard Nixon from David Hunter. RE: Democrat and Catholic vote trends from last three Facts surveys. 6pgs. [Memo], 9/3/1962
Memo to Nixon, Finch, and Haldeman. RE: Facts Consolidated Survey of August, 1962. 21pgs. [Memo], n.d
Memo re: Candidate Images. A field poll displaying the strong and weak points of both Nixon and Brown. 2pgs. [Memo], 7/1/1962
A public opinion study concerning the November 1962 CA elections conducted statewide among CA registered voters. 125pgs. [Report], 8/1/1962
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Richard M. Nixon's Returned Materials Collection
Returned White House Special Files
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This archival description has been reviewed but not revised as part of the NARA reparative description initiative on January 30, 2024. A determination was made to leave the memo subject line use of the word "Negro" unaltered in the Scope and Content Note as it is the creator-generated title. Original archival records have not been altered.
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Richard Nixon Presidential Library
White House Special Files Collection
Folder List
Box Number
Folder Number
Document Date
Document Type
Document Description
67
1
n.d.
Memo
memo If Election Were Held Today.
Statistical analysis of 1962 campaign. 2 pgs.
67
1
09/11/1962
Memo
David Hunter to RN re: Negro and Mexican
Potentialities for RN gain. 3 pgs.
67
1
9/11/1962
Memo
Memo to Richard Nixon from David Hunter.
RE: Negro and Mexican Potentialities for
RN Gain. 3pgs.
67
1
9/3/1962
Memo
Memo to Richard Nixon from David Hunter.
RE: Democrat and Catholic vote trends from
last three Facts surveys. 6pgs.
67
1
n.d
Memo
Memo to Nixon, Finch, and Haldeman. RE:
Facts Consolidated Survey of August, 1962.
21pgs.
67
1
7/1962
Memo
Memo re: Candidate Images. A field poll
displaying the strong and weak points of both
Nixon and Brown. 2pgs.
Monday, January 28, 2008
Page 1 of 2
Box Number Folder Number Document Date
Document Type
Document Description
67
1
8/1962
Report
A public opinion study concerning the
November 1962 CA elections conducted
statewide among CA registered voters.
125pgs.
Monday, January 28, 2008
Page 2 of 2
Bob- info I copied
from Roy Days notes
Ray Clarkis for
on
If election were held today -
19% would vote for John
NAI Ink
31.8% would vote for Cameron
40.2% don't know.
this on X
Those for John - 54% Republican; 6% Democrat
Those for Cameron - 49% Democrat; 12% Republican
36.6 of Repub. will vote for John just because he is Repub.
52.6 of Dem. will vote for Cameron just because he is Dem.
are
55% of people for John are due to his personality and good approach.
8.9% for John because of his record.
2.1 for Cameron because of his record.
22% for Cameron because of Anti-Birch or don't like other candidate.
80% of Democrats did not know Cameron's name.
69.9% of Repub. did not know Rousselot's name.
49.6% want Fed. Gov. to guide them. (of these - 16% Repub., 57% Dem.
22.6 want to lead their own lives.
(The Fed. Gov. should stop telling us what to do all the time
and let us lead our own lives - Agree or Disagree?)
The JBS is a good thing in American politics - agree or disagree?
40.8 disagree (no)
7.5 agree (yes)
8.9 - two sides to it
42.8 - don't know anything about it.
Of these, 15.9 against JBS because they think it is communistic or
subversive; 16.9 because they are extremists.
Major issues in campaign should be:
1. Crime - narcotics, juvenile delinquency
2. Communism
3. Economic well-being of country (cost of living, taxes too high)
4. Education
5. Reduce foreign aid, especially to Communist countries.
6. Care for the aged.
Religions of people in district - 65% Protestant; 6.6 don't belong to
any church; 24.2 - Catholic; 8% - Jewish; 3.9 - others.
For integration - 66.5; against integration - 21.3; 12.2 - don't know.
How many will vote? 77.3 of both parties. 90% Repub.; 84% Dem.
26.7 over 21 are not registered.
Do not attack Kennedy - his popularity is tremendous. In 1960 -
52% voted for Kennedy; 34% for Nixon.
Mr. Clark's recommendations:
1. Need sky rocket, properly planned - spectacular - tie you (John)
against Communism, for improving lot of man - economically, and
against crime.
2. " Rate Yourself questionnaire.
3. Taxes - amount of money going out of the district and the
amount actually coming back in.
4. Need more name familiarity.
5. Don't mention JBS unless you are questioned and then have a good
answer ((John, contact Dee Jarvis and have him discontinue
Birch seminars)).
6. Use corn and words of one syllable.
7. Stress experience in Congress, better able to get things done.
8. Don't just say you are against Medical care for the aged --
stress importance of finding right remedy, not the quack remedies
that you have voted against, then mention what you are for --
State's rights etc.
9. On foreign aid - stress helping our friends, but not our enemies.
INTER-OFFICE MEMORANDUM
Nixon for Governor
RN
To,
Date: September 11, 1962
David Hunter
From:
Subject:
Negro and Mexican Potentialities for RN Gain
Distribution
Haldeman/Chotiner/Finch
During 1961 and 1962, Facts Consolidated made several statewide studies
which included the following questions:
"Did you vote in the Presidential election?" (If yes) "For whom did
you vote?"
"Would you rather see a Republican or Democrat as Governor of
California?"
"How are you registered to vote?"
TOTAL
BY RACE
Negro
Mexican
Number of respondents
532
256
205
Number and percent saying they....
%
%
%
Voted
90.2
89.8
92.7
Did not vote
9.2
9.4
7.2
Refused
.6
.8
0.0
Number of respondents saying they
voted
480
230
190
Number and percent saying they
voted for
Nixon
20.6
17.
8
15.8
Kennedy
75.9
77.4
82. 1
Other
.6
0.0
.5
Refused
2.9
4. 8
1.6
Number of respondents
532
256
205
Number and percent saying they
prefer as Governor of California.
Republican
13. 1
13. 3
9.8
Democrat
60. 0
57. 8
72. 7
Depends
20. 3
23. 4
11. 7
No opinion
6.6
5.5
5.8
-2-
In answer to the Question: "How are you registered to vote?"
TOTAL
BY RACE
Negro
Mexican
Number of respondents
1242
612
463
Percent registered to vote as
Republican
17. 6%
16. 0%
12. 5%
Democrat
80. 0
81. 4
85. 5
Other
2.4
2.6
2.0
In response to the latest survey (August) the findings were as follows:
Negro
Mexican
Number of respondents
85
51
Brown
84. 7%
72. 5%
Definite
80. 0
58. 8
Might change
4.7
13. 7
Lean toward
2. 4
5.9
Nixon
12. 9
15. 7
Definite
10. 6
15. 7
Might change
2. 3
0.0
Lean Toward
0,0
2.0
Don't know
0.0
3.9
It is apparent that among the Mexicans, the support Nixon has is firm.
The sample is small and therefore subject to considerable error. There are no
statistics available that show the percentage of registered voters among Mexicans
and it should be pointed out that the earlier Facts surveys were among voters
and not over-all population. Therefore, the high percentage of people who claim
to have voted do not necessarily reflect the total number of voters available to Nixon.
It should also be noted that these surveys were conducted several months
after the election and there is a tendency for people to remember having voted
(whether they did or not) and a very decided tendency to remember voting for the
-3-
winner (whether they did or not).
The most significant figure in this entire breakdown is probably the
13. 7% of Mexicans who say they might change from Brown.
Again, however, may I suggest (gratuitously) that there is little
indication to support the conclusion that an all-out drive on Mexican voters would
produce substantial numbers for Nixon.
INTER-OFFICE MEMORANDUM
Nixon for Governor
To: Mr. Richard Nixon
Date: September 3, 1962
From:
David Hunter
Subject:
Democrat and Catholic vote trends from last three Facts surveys
Distribution:
Finch, Haldeman, Chotiner, Klein
On a state-wide basis, the shifts in the Democrat and Catholic
voting trends between January, 1962, and August, 1962, are shown on
Table I. It will be noted that two new elements were introduced in
the trial heats in the August survey: people were asked 1f their
choice (when mentioned) was definite or if they might change, and
secondly, a forced question was introduced to reduce the "Don't-
know" category, i.e. "Do you lean toward Brown or Nixon?" This was,
of course, asked of only those who did not immediately indicate a
preference to the question, "If the elections were being held today,
for which would you vote?"
In the fourth column, I have eliminated the lean-towards and
thereby increased the "Don't-know" group for easier comparison with
prior surveys.
TABLE I
DEMOCRATS
August without the
January
April
August
forced "lean to"
question
Brown
68.9%
64.5%
76.9%
76.9%
Definite
68.6
68.6
Might Change
8.3
8.3
Lean toward
3.3
Nixon
20.2
13.5
13.3
13.3
Definite
10.5
10.5
Might Change
2.8
2.8
Lean toward
1.5
Don't know
10.9
22.0
5.0
9.8
Some of this analysis is based on commonly held assumptions,
most of which have been established by scholarship as well as
practical political experience.
1.
Defections among Democrats are more common than among
Republicans.
2. Some studies have been shown that active participation in an
election, including actual voting, is predictable only among the group
that identifies itself as "strong Republicans." Taken as an index to
actual voter turnout, this has meant before that "strong" Republicans
are much more likely to actually vote than are members of any other
group, including "strong" Democrats.*
3. A party-identified person may feel impelled to take his party's
position when confronted with a choice between parties or candidates,
even though his sense of loyalty is not sufficient to move him into
action. (I would like to see the next Facts study include a question
on just how likely the people are, at this time, to actually vote.
This could of course be broken down by party registration and give us
our first clear indication of numerically how the election stands.)
*
Angus Campbell observes in The Voter Decides, "It appears that
the degree to which a person actively takes part in an election
is determined largely by factors which are not reflected in our
measure of party identification unless he called himself a
strong Republican, in which case we could have been almost sure
he would vote and reasonably sure he would participate in other
ways, too."
Campbell, op cit, (p.108), "We must conclude that, for many
people, calling oneself a Democrat or a Republican does not
imply a serious obligation
even to the extent of voting for it.
This is especially true of those people who call themselves
Democrats
It may be that for many people party identification
does not have the capacity to stimulate overt activity, but does
have the power to command support on the psychological level of
preferences and attitudes. That is to say, a party-identified
person might feel impelled to take his party's position when
confronted with a choice between parties, even though his sense
of party loyalty was not sufficient to move him into action."
4. I am personally inclined to the theory that the "Dont-knows"
represent a part of a larger group who will take little interest in
this campaign and who are in fact not likely to vote. I think this
is all the more likely to be true of the Democratic registration,
remembering that there will almost certainly be a smaller percentage
of Democrats turn out than Republicans.
With these assumptions, there is real significance in the
fact that 8.3% of the Democrats currently for Brown say they "might
change." I am also inclined to think that there are more Democrats
who now identify themselves as "definite" for Brown "up for grabs",
than there are Republicans in the same category.
Tied very closely to this analysis are the actual figures
from the primary. Here, it is interesting to note the number and
percentage of Democrats who failed to vote for the top of the ticket,
According to Ha Griffin's estimates on the Democrats who failed for
the top of the ticket, 13.2% of the Democrats who went to the polls
failed to mark a choice for Governor. It would not be accurate to say
that all this represents a protest vote against Brown but certainly
some of it does. Add to this, the writings for Republicans on
Democratic ballots (Nixon and Schell combined) and it means that 18%
of the Democrats in the primary who went to the polls did not vote
for Brown.
Re-examining the surfaces, there may be some question about
the differences between January Democrats for Nixon and those in April.
It would seem likely that the usual occurred here. In January the
candidates were not declared and people could declare the preference
without the pressures of party loyalty. Whereas, in April when the
partisan roles had been assumed, people's loyalty suddenly became
involved and there was a rush to identify with the candidate of one's
own party. This hypothesis plus the actual figures in the Democratic
primary lend certain credence to the observation that Nixon may be
closer to the traditional 20% of the Democratic vote as far as actual
voting patterns are concerned than the straight survey figures would
indicate.
It should not be overlooked that some Democrats may, by proper
campaign technique, be persuaded not to vote for the top of the ticket,
even though they could not be persuaded to actually defect to a vote
for Nixon.
The area breakdowns for the three divisions of the State by
Democratic vote are shown as follows:
TABLE II
DEMOCRATS
January. 1962
Total
South
Central
Valley
Nixon
20.2%
21.4%
16.8%
20.0%
Brown
68.9
67.8
73.0
67.0
Don't know
10.9
10.8
10.2
13.0
August, 1962
Nixon
13.3
14.8
11.0
9.5
Brown
76.9
75.1
79.7
81.0
Don't know
9.8
10.1
9.3
9.5
(April percentages not currently available from Facts - cards
cannot be located.)
CONCLUSION
1. After the announcement of candidacies, surveys are influenced
both by the voter's feeling and inclination to vote for the candidate
and his "intimidation" to align himself, temporarily, with the
candidate of the party of his registration. This is usually the duality
of the voter up to the closing days of the campaign.
2. In evaluating the figures at this stage, it may be more
informative to examine Brown's percentages than Nixon's. An incumbent
Governor at this stage should certainly be registering a better percentage
within his own party than Brown is currently doing. Brown is still 3%
short of the "magic" 80% of his own party's vote and he is 11.4% short
among those who declare themselves "definitely" for Brown. My feeling
is that the "definite" figures portray a more accurate picture of this
election at this time than do any other figures.
3. It may well be that the Nixon percentage back in January, when
voters were unincumbered by their party's declared candidates, may
have special significance at this time so far as predicting what the
voters will actually do in the privacy of a voting booth. (At that
time Nixon was receiving support of 20% of the Democrats.)
4. An incumbent has little to sell during the campaign unless
voters have already "bought" the wares of the incumbent. It is, there=
fore, predictable that Brown will have to fight extremely hard for the
additional support he needs from Democrats in order to win.
Catholics
In the case of the Catholics, too, there has been adjustment
toward Brown, though he does not control nearly so large a group of
Catholics as he does Democrats.
Most of the pro-Brown sentiment among Catholics is located, as
one would have guessed, in the Central Coastal counties, where Brown
is already strongest and where there are more Catholics.
As has been mentioned, the one issue which seems to come home
to Catholics on which they have deep respect for Nixon is the
Communist internal threat.
TABLE III
CATHOLICS
August without
the forced
January
April
August
"lean to" question
Brown
56.7%
54.2%
61.5%
61.5%
Definite
50.9
50.9
Might Change
10.6
10.6
Lean toward
3.0
Númen
31.8
26.4
27.5
27.5
Definite
23.3
23.3
Might Change
4.2
4.2
Lean toward
1.9
1.9
Don't know
11.5
19.4
6.1
11.0
DH:id
INTER-OFFICE MEMORANDUM
Nixon for Governor
To: Messrs. Nixon, Finch and Haldeman
Date:
From: David Hunter
Subject: Facts Consolidated Survey of August, 1962
Distribution:
I. TRIAL HEAT
a. Total Results
Taking the total results and comparing them with the January-
February, 1962 Facts Consolidated Survey, Brown has gained 2.4% points
while Nixon has lost 2.1% points.
Total Population
Total Population
August, 1962
Jan.-Feb., 1962
Brown
46.3%
43.9%
Lean Towards Brown
3.2%
(Not asked)
Nixon
43.3%
45.4%
Lean towards Nixon
2.5%
(Not asked)
Don't know
4.7%
10.7%
However, for the first time in these surveys a new dimension was
introduced - that of asking the interviewee if he had definitely made up
his mind to vote for Brown or Nixon, or if circumstances might cause him
to change his mind before November. And the total result - those who are
definitely inclined to the candidates shows a much closer race - Brown
39.9%, Nixon 38.7%.
On the positive side, Nixon continues to lead Brown in the most
populous part of the state - i.e. the southern counties. This is true not
only of the over-all percentages but of the "definitely decided" voters
as well. As could be expected, Brown maintains a substantial lead in the
central coastal counties - which has always been his strongest area. In
the valley counties, too, Brown is shead.
"Overalls"
Southern
Central Coastal
Valley
lean
Brown
44.0%+ 3-47
51.5%
49.7%+ 54
Nixon
46.0% +3=49
37.9%
+
38.9% = 42
-2-
"Definites"
Southern
Central Coastal
Valley
Brown
38.0%
44.6%
41.6%
Nixon
42.1
32.4
32.5
It must also be noted that Brown has gained in all three groups
of counties (including the southern counties) nce January when the last
survey was done. Nixon has lost support in all three but less in the
southern counties than elsewhere (1.5% points in the southern counties as
compared with 3.0 points in the central coastal counties, and 2 points in
the valley counties.)
A further and more detailed analysis on a county-by-county basis
will soon be ready. In the meantime, comparison between Nixon's current
situation as revealed by the Facts survey and his 1960 percentage of the
vote may be significant. Considering only the 1960 Kennedy and Nixon
votes (without regard for write-ins, etc.), the comparison is as follows:
1960 Nixon
Facts Survey
% of Vote
August, 1962
RN
EGB
Southern counties
51.7%
51. / 46.0%
44.0%
Central Coast
47.2
42.1 37.9
51.5
Valley
46.9
43.7 38.9
49.7
It is obvious that Nixon is not yet showing his 1960 strength in
any of the three sections of the state. It bears repeating, I believe,
that the present situation is not entirely analogous with 1960. The
Catholic issue may be assumed to be less important in the gubernatorial
race than it was in the Presidential contest. In 1960 Kennedy won 52.8%
of the vote in the Central Coast counties. Brown is presently showing
51.5% of the vote. The Central Coast counties are known to have a higher
Catholic population than is common to the rest of the state. The
Democrats, however, in losing a potential pro-Catholic sentiment in that
area, may still pick up a substantial vote in that section of the state
because it is Brown's home area. This fact alone is likely to have a
significant impact upon Brown's showings in these surveys and in his final
vote tally in November.
Numerically, Nixon is better off than the survey would indicate.
The situation is such that hard work by the campaign organization can
overcome the present imbalance. For example, the average California
voter turn-out in the last three gubernatorial campaigns has been 74.16%
-3-
(It is not possible to estimate the exact voter turn-out by party in
the general election. However, it has always been recognized that the
Republican turn-out is heavier. These calculations do not, however,
take that assumption into account.)
Based on the California registration in June, 1962 of 7,051,589,
we could predict a vote in November of 5,229,458. Considering only
those who regard their candidate inclination as being definite at this
time (39.9% for Brown; 38.7% for Nixon), the numerical result would be a
Brown victory by 62,755 votes. This would mean that a change in opinion
from Brown to Nixon of one voter per precinct would swing the election to
Nixon. Ox, the delivery to the polls of two Nixon voters per precinct
who would not otherwise vote would mean an election victory for Nixon
without any change in current opinion. Both speculations assume that the
"definites" are representative of the final outcome of the campaigning.
Again, it must be emphasized that these calculations are made
without regard to the anticipated heavier GOP turn-out in November, which
could mean Nixon is already even with Brown as far as the actual final
tally is concerned.
It should be noted that women are somewhat more attracted to Nixon
than are men. This is, of course, a traditional Republican advantage
(which regretfully did not hold true in 1960). It should also be noted,
as is traditional, that the Republican candidate has little strength with
the non-white voters.
Non-White
Facts Survey
Facts Survey
Jan.-Feb.,1962
August, 1962
Brown
71.1%
75.4%
Nixon
19.9
17.3
Again, there has been a substantial loss, but the real significance
would appear to be the hopelessness of improving this situation by such a
remarkable degree as would justify the time and effort to be spent on it.
A study of this sort often provides the temptation to concentrate
campaign efforts where the weaknesses are found. This urge must be
balanced by considerations of the locales of greater potential strength
and a simple reading of the numbers of votes available.
-4-
According to the most recent study, 10.4% of the vote is still
"up-for-grabs" in the form of "Don't-knows" or merely "Lean-towards".
This does not take into account the number who will be swayed by the
campaign and reverse their present feelings.
If one interprets the "definitely committed" groups as being just that,
and all others as being susceptible to campaign persuasion, there is
then 21.4% of the vote which may be swayed one way or the other.
The public seems prepared for a close race in the gubernatorial
campaign with the Republicans and the younger voters being most convinced
that it will be close.
Total
Republican
Democrat
Other
21-39
40-59
Over 60
Close
78.7
83.6
75.3
76.3
80.7
79.0
73.0
Not close
14.7
10.9
17.4
15.8
13.7
14.5
17.4
Don't know
6.6
5.5
7.3
7.9
5.6
6.5
9.6
The second closest race is anticipated as being that of Lieutenant
Governor, but only 59.7% of the public feel this one will be close.
There is no public sense of closeness about the remainder of the
races.
Respondents were asked whether they intended to judge each
candidate separately regardless of political party or if they felt they
would probably go along with all of the candidates nominated by the party
of their registration - Only about one-third of the respondents said they
intended to vote for a straight party slate. It is worth noting,
editorially, that for most voters there is apt to be a repulsion at the
idea of strict party allegiance.
b. The Party Strength
This survey, in addition to indicating the percentage of
votes "up-for-grabs", also indicates that the Republican voters are
most likely to hold constant and the defectors are more likely to be
among those with Democratic registrations. Interviewers asked,
"Without calling your own party registration but thinking only of the
problems California has today, which party do you feel is better able to
solve these problems, the Republican or the Democratic"? Among the total
population the result, as compared to the actual registration figures, is
as follows:
Facts Consolidated
Actual Registration
Survey
June, 1962
August, 1962
Republican Party
40.2%
37.4%
Democrat Party
56.7
44.3
Don't know
18.3
These figures would indicate that by registration the Democrats
are less inclined to regard their own party as the right one for solving
California's problems. This conclusion is only partially borne out by a
further breakdown provided by the survey. By registration, the following
situation comes to light: 79.8% of the Republicans believe the Republican
party is better able to solve state problems. Of the Democrats 75.6% feel
the Democratic party is better able to solve the problems. More Democrats
than Republicans say they don't know which is better able to do the job
(17.8% Democrats compared to 14.1% GOP.) Of the registration labeled
"Other" (which includes the "decline-to-state", Prohibitionists, etc.),
28.5% believe the Republicans are better able to handle the problems and
24.8% go for the Democrats. This of course also provides the largest
"don't-know" category, with 46.7%.
These figures alone lead to the speculation that Brown, at this
point in time, can be certain of approximately 75% of the Democratic vote.
This is further borne out by the trial heat, in which 68.6% of the
Democrats say they are definitely committed to Brown. It is interesting
to compare the Democrats who say they are for Brown - 76.9%, with those
who say they believe the Democratic party is better able to solve state
problems - 75.6%.
Again, by area, the Republican party receives its greatest
support as the party better able to solve the state problems from the
Southern Counties - though it still runs behind the Democrat party.
BY AREA
Central
Southern
Coast
Valley
Counties
Counties
Counties
Republican Party
38.8%
32.8%
38.6%
Democrat Party
42.8
48.8
43.6
Don't know
18.4
18.4
17.8
The attitudes of Union members towards the Republican party,
as well as their attitude towards Nixon, show the following comparison:
Believe
Party better able
Supporting
to solve California problems
in November
Union Members
Union Members
Republican Party
25.2%
Nixon
30.9%
Democrat Party
57.8
Brown
58.1
Don't know
17.0
Don't know
5.1
By pro-rating the "don't knows" in the "Party" question and
comparing the results with the Nixon - Brown support among Union members,
we could speculate that Nixon is running about even or slightly ahead of
his Party when the Party is judged in this context.
By race, it should be noted that of the non-whites 74.5% say
they believe the Democratic Party is better able to solve the problems
and of the same non-whites 75.4% say they are for Brown. Of particular
interest, however, is the fact that of the non-whites only 12.3%
identified the Republican Party as the one better able to solve the
problems while 17.3% of them are inclined to Nixon. And, of this figure,
14.1% say they are definitely for Nixon. This would strongly suggest
that Nixon may be nearing his saturation point so far as the non-whites
are concerned. That is not to say that it would be impossible to pick up
more, but I feel it would have to come primarily through disenchantment
with Brown as an individual, rather than through appeals provided by
constructive programs. In short, bettering the non-white attraction to the
Republican Party may be summarized as a job for the Republican Party itself,
long-range, rather than a job which either could be done by Nixon or even
should be attempted.
Somewhat the same thing may be said of the young people's
enchantment with the Democratic Party. The breakdowns by age groups are:
(s
21-39
40-59
Over 60
Believe Republican Party
better able to solve state
problems
31.5
41.6
41.8
Believe Democratic Party
better able to solve state
problems
50.6
39.5
40.3
Don't know
17.9
18.9
17.9
In assigning this task to the Republican Party generally,
obviously we are not saying that an idea which turned out to be
particularly attractive to the young voters should not be a part of
Nixon's campaign. Ideas like those presented in the Eisenhower Post
article on the heavy tax burden on the young married couple, with the
attendant obligation that it throws onto the parents, might be injected
into the Nixon campaign with definite impact on the November results.
c. The "Hight-Change"Group
The location of the "might-change" votes appears to be as
follows:
Definite for
Might change
Definite
Might Change
Brown
from Brown
for Nixon
from Nixon
Southern Counties
45.0%
43.1%
54.8%
38.7%
Cent. Coastal Co.
36.5
34.9
29.2
37.5
Valley Counties
18.5
22.0
16.0
23.8
Republican
5.4%
21.2%
81.1%
48.6%
Democratic
91.3
68.6
14.4
32.4
Other
3.3
10.2
4.5
19.0
21-39 years
46.9%
51.3%
35.0%
53.2%
40-59 years
37.7
39.1
47.0
42.3
60 & over
15.4
9.6
8.0
4.5
White
84.7%
89.1%
96.7%
93.7%
Non-white
15.3
10.9
3.3
6.3
These results indicate that Nixon has a substantially stronger
hold on his "definitely committed" voters in the Southern Counties than
does Brown. Conversely, Brown has almost as good a lead in the Central
Coastal Counties in the "definite" category.
Among those who say they might change their current allegiance,
a division was made between those who say they are currently favoring
Brown but might change and those who are currently favoring Nixon but
might change. Considering the two groups separately, it is interesting
that the potential Brown loss of support from his own party is far greater
than Nixon's potential loss from his own party. (Democrats who might
change from Brown: 68.6%. Republicans who might change from Nixon: 48.6%.)
The non-white supporters of Brown who fall into the "might-
change" category are not impressive.
Curiously, by group, the largest "might-change" percentage
is among the Catholics who are now for Brown. In this group, 50.9% of the
Catholics say they are definitely for Brown, while another 10.6% say they
might change. Nixon has attracted 23.3% of the Catholics to his
"Definite" column. An additional 4.2% are for him but say they might
change.
When considering the reasons for possible change in voting
intentions it is well to consider what is helping and what is harming
each candidate.
Brown: It is clear that he does not have much of a positive
image in the minds of the voters. Of the total respondents, 22.5% simply
say that he has a good record, is doing a good job, is experienced and/or
the incumbent has the advantage. The water program is recalled by 9.2%
of the respondents.
People are much more specific in recalling things that have
hurt Brown: his stand on capital punishment, narcotics, taxes, CDC, a
poor administrator, excessive bureaucracy, budget too large, etc.
Nixon: Here, too, there is not a good recall of the specifics
of his campaign. The single issue which is recalled best is his fight
against Communism which, in an open-ended question, 3.7% of the people
cite the point which has helped Nixon the most so far. Easily the greatest
advantage Nixon has is his record, his experience as Vice President and
his knowledge of national and foreign problems. With 34% of the people
citing these overlapping qualifications as the thing which has helped Nixon
the most, it may be that the end result of the campaign will still be a
contest of personalities and over-all impressions, rather then the triumph
of specifics.
Among Democrats who intend to vote for Nixon there is a strong
feeling for Nixon as the better man for the job and a very high disenchant-
ment with Brown. 20.3% of the Democrats voting for Nixon say they don't
like Brown and an additional 15.1% say we need a change of government.
This would support the theory that Nixon will be the benefactor in a strong
campaign attacking Brown, rather than building up Mixon. The survey would
indicate, therefore, that this should be the philosophy of the campaign.
The points which have done Nixon the most harm are very
evenly divided and the results of the survey do not indicate that he has
any specific problem to overcome during the course of the campaign. It is
a little disturbing, however, that when asked if they believed Brown's
charges concerning Nixon's role in 1964, 47.8% of the respondents said
they do believe the charges. The response to the question concerning
Nixon in '64 breaks down by party registration as follows:
Republican
Democratic
Other
Believe charges
23.2%
66.4%
35.2%
Do not believe charges
61.3
22.2
42.4
Don't know
13.5
11.6
22.4
The 25.2% of the Republicans who believe the charges is an
unexpected and, I believe, high figure. The follow-up question concerning
the possible effect of Nixon saying that he would accept the draft is
meaningful in itself but it has further implications as well. 54.5% of
the respondents say they feel that such a statement would cause Nixon to
lose a lot of his present support. The implication of this figure may be
that if Brown concentrates on this issue he may be able to make it stick.
II. ELECTION FACTORS
In this section we attempted to analyze the characteristics
of the California voters in general, as well as the characteristics of
each candidate's following.
Identification with "extremely liberal groups" and
"extremely conservative groups" is analyzed. Presumably the respondents,
to at least some degree, were able to identify in their own minds some
examples of such groups.
Identification with
Union
Non
Liberal Groups
Total
Republican
Democratic
Other
Member
Member
More inclined
to vote for
17.7%
4.7%
27.9%
13.9%
21.1%
15.3%
Less inclined
to vote for
40.0
63.7
22.0
40.0
31.8
44.6
Makes no difference
31.8
23.3
38.7
27.9
36.4
29.8
Don't know
10.5
8.3
11.4
18.2
10.7
10.3
Identification with
Conservative Groups
More inclined
to vote for
24.5
41.5
13.1
13.9
20.0
26.6
Less inclined
to vote for
33.8
22.9
41.2
38.2
36.4
32.0
Makes no difference
31.5
27.5
35.0
29.1
33.4
31.1
Don't know
10.2
8.1
10.7
18.8
10.2
10.3
Perhaps the most surprising comparison is the effect on
union members of identification with either liberal or conservative groups.
Almost the same number say that they would be more inclined to vote for a
candidate identified with extremely liberal groups as say they would be
more inclined to vote for a candidate with extremely conservative groups.
-12-
The identification as a "middle-of-the-roader" increases
the size of the "makes-no-difference" category. More Democrats are
favorably inclined to the middle-of-the-roader than to the candidate
identified with conservative groups: 22.6% compared to 13.1% of Democrats
who say they would be more inclined to vote for a candidate identified
with extremely conservative groups.
Closely related to the impact of group association is the
question of the candidates with other political personalities. The survey
attempts to evaluate the effect that campaigning by Eisenhower, Rockefeller
and Goldwater would have on the Nixon campaign. Only 13% of the people
admit that Eisenhower's visit would have any effect on their vote and, as
might be expected, he scores higher than either of the other two. Slightly
more people, and particularly in the Republican party, would be more
impressed by a visit from Goldwater than from Rockefeller (16.1% of the
Republicans say that a Goldwater visit would make them more inclined to
vote for Nixon against 13.2% who would be impressed by the Rockefeller
visit).
As might be predicted, the Goldwater visit would alienate
as many Democrats as it would pick up Republicans. 16.8% of the Democrats
say they would be less inclined to vote for Nixon if Goldwater campaigns
for him.
On the other hand, as compared with the 13% who would be
favorably impressed by an Eisenhower visit, 14.7% would be impressed for
Brown by a visit from President Kennedy. This slight excess over the
Eisenhower figure probably represents both Kennedy's popularity (in spite
of recent slippage) and upward bias as well. It is well known in Opinion
Research that the very office of the Presidency raises somewhat the number
who favor either the person or the issue involved. Pro-John F. Kennedy
sentiment runs slightly higher in the Southern counties (15.6%), among
Catholics (20.9%), among union members (19.5%) and among non-whites (28.2%).
Bobby Kennedy loses more support for Brown than he picks
up: 8.6% say that campaigning by Robert Kennedy would favorably influence
their vote for Brown and 10.2% say that they would be more inclined toxabote
against Brown as a result of Bobby Kennedy's campaigning.
Linden Johnson also has a more negative effect than
positive.
Of the three, Republicans apparently dislike Robert Kennedy
the most.
When the question is raised, should we elect a Governor
who agrees with President Kennedy and his policies, or should we elect a
good Governor regardless of whether or not he agrees with Kennedy the
answer is overwhelmingly in favor of the latter course: 82.4% as against
15% who favor electing a Governor who agrees with Kennedy. This discovery
may be worth publicizing. It is somewhat surprising that only 15% of the
people are favorably impressed with the idea. An upward bias alone
towards the Presidency should increase that figure. The Southern counties
show 17% favored the Governor who agrees with Kennedy, while the Central
Coastal counties show only 10.6%.
In all these considerations of the relative strength one
acquires by association with groups, it should be remembered that this
does not necessarily indicate the relative acceptability of Liberal and
Conservative labels. These self-stylings were explored in the Belden
survey in California with the following results:
Total
Democrat
Republican
Independent
White
Negro
Liberal
27%
40%
15%
22%
25%
44%
Conservative
41%
29%
60%
39%
43%
24%
Something else
14
13
12
19
14
9
Unreported
18
18
13
20
18
23
As reported before, the word "Conservative" in California
solicits a favorable response from not only a great many people of the
general public but also a very high percentage of Democrats.
In the Belden survey the orientation of people towards
greater government activity as opposed to greater activity by private
business was also explored, with the result that 62% of the people feel
that private business "should do more", while only 21% feel that government
"should do more."
The following issues were tested by the current Facts
Consolidated survey. The question numbers on any given issue are quoted
in parenthesis below:
1. Medicare (7, 8, 9, 10, 11, 12)
2. New industry need (5, 6, 20)
3. Job needs (3, 4)
4. Crime (2, 2a)
5. Education (1)
6. Administrative ability (16)
7. Budget (17, 17a, 18)
8. Taxes (19, 20)
9. Death penalty (21, 22)
10. Internal Communism (23, 24)
11. Social welfare (25, 26, 27)
12. More product markets (26, 27)
13. Water pollution (26, 27)
14. Unionizing farm workers (26, 27)
15. Review by Legislature of all parts of state budget (26, 27)
16. Senate respportionment (26, 27)
17. Better use made of career employees (26, 27)
18. Cutting size of bureaus (26, 27)
19. Longer Legislative sessions (26, 27)
20. State parks (26, 27)
21. Water (26, 27)
22. Law enforcement on highways (26, 27)
23. Ability of parties to meet needs (42)
24. Nixon motives for race (43, 44)
III THE ISSUES
In any campaign the time comes when basic decisions must
be made concerning the nature of the issues which will be the theme
of the campaign. Some considerations on this subject which are apparent
thus far in the campaign include:
1) Candidates for state office should confine themselves
to state issues.
2) At the same time, public interest is likely to be greater
on national and international issues than on state matters.
3) A psychological advantage is created by apparent knowledge
of state issues when a state office is involved.
4) Lack of concentration on state issues may lead to
subsequent significant attacks which have little to do with the issues,
but which cast doubts upon the appropriateness of the very candidacy of
the opponent, i.e., he knows nothing about the important state issues but
is using this position as a stepping-stone to other rewards.
In the section of the survey labeled State Issues in General,
questions 26 and 27 are tallied to determine, first, the public reaction
to the issue itself and, secondly, to the question of whether or not there
should be more discussion of the issue in the course of the campaign.
Many of the subjects covered were presented by Nixon in his Commonwealth
Club speech.
Most of these matters are a part of what might be called the
constructive program approach.
In making the following observations, the point is not that
there should be a vacuum so far as constructive issues are concerned, but
rather to analyze the relative persuasiveness of these issues upon the
general public.
Summarizing the entire group of issues, one might say that
the Nixon position on each is on the side of God, but the interest factor
could hardly be lower. For example, actual delivery of California water
from the North to the Southern parts of the state is labeled as an
important issue which people favor (70.6% of the overall public do so favor
it.) As expected, 83.1% of those questioned in Southern California
counties feel this is an important issue which they favor. Only 8.4%
of the public who feel the matter is important oppose the concept of
delivering Northern California water to the South. In the Southern
counties 2.8% feel this is important and oppose it; in the Central
Coastal counties 18.2% feel that way and in the Valley, 20.1%.
Perhaps these figures show only an anti-Southern California
bias.
An even higher percentage of people regard the prevention
of water pollution as being an important issue which they favor (89.3%);
but this is, after all, a question of being on the side of virtue (in
spite of the fact that the survey shows that 1% of the people oppose
preventing water pollution.)
When the 12 issues that were tested in questions 26 and 27
are studied carefully, it would appear that the significance of the
reaction of respondents is primarily in their feelings towards hearing
more about the subject. (Question 27).
Looking at the issues which people were asked to express an
opinion as to whether or not they would care to hear more about the subject,
there was no issue (save water delivery alone) which solicited a positive
response from as much as a third of the interviewees.
An interesting comparison with these results may be found
with those published with the Belden survey in California. The Belden
questionnaire, it will be remembered, was aimed more at national and
international issues than at state or local issues. However, the wording
of the questions was approximately the same. A comparison shows twice the
number of people saying they would like to hear more about the issues
discussed in the Belden survey than those discussed in the Facts survey.
(The Belden issues include foreign aid, Berlin wall, anti-trust Laws
applied to unions, internal communist threats, excessive power in the
hands of the President, etc.).
Anyone wishing to develop a policy statement for the candidate
in light of these two surveys would probably be inclined to say that the
candidate who can orient himself and his audience to a discussion of
California issues in their context of national and international impact
will enjoy a distinct listener advantage over the man who speaks from the
more provincial point of view.
17-
IV. INTERNAL COMMUNISM
Every indication from both the Facts Survey and the one done by
Belden in California indicate that this may be Nixon's strongest potential issue.
In the Belden Survey it was determined that 65% of the people feel that Communist
threats within the United States are as dangerous as Communist threats from the
outside. Respondents were able to evaluate this statement on a +3 to -3 scale.
+3 was the strongest possible agreement you could have with the statement and -3
the strongest disagreement. 65% of the general public gave it a +3 rating and 6%
a -3 rating. When all of the + ratings were added together 81% of the California
public agreed with the statement while 15% disagreed and 4% had no opinion.
Generally this ratio was consistent between Republicans and Democrate and
negroes. It should be noted, however, that a higher percentage of negroes had
no opinion on this matter than was true of the general public. The only siseable
disagreement was from the group that identified themselves as "liberals". When
asked if they would like to hear more about the issues from candidates 68% said
"yes" and 27% said "no".
In Facts' survey we continued the questioning by applying it more
directly to a state situation - "do you think that elected state officials should have
a definite state program to combat internal Communist threats or leave the job
to the federal government?" 56. 2% of the respondents felt that a definite state
program was in order; 36. 6% favored leaving the job to the federal government.
By areas the results were as follows:
Southern
Central Coastal
Valley
Have a definite state program
62.0
37. 5
59. 7
Leave the job to federal
31.0
53.
34.6
government
Again, the issuelas less appeal which must be admitted to Democrate
then Republicans and less to non-whites than whites.
There was still another question relating to this subject: it should be
noted immediately that this was a forcedquestion in that people were asked to
choose between the candidates as to which was best able to meet the threats of
internal Communism regardless of whether or not they believed such threats to
exist. Nixon scored very well with the general public 47. 7% selecting him to
Pat Brown, 29.2%. Of the issues tested this was Nixon's clearest advantage over
Brown. Nixon also made his most substantial inroad into the Demoeratic vote on
this issue with 20. 3% of the Democrats saying they felt that Nixon was best able
to cope with the issue.
Catholics, who showed a slightly higher degree of concern over the
Communist issue than the public generally responded to Nixon and Brown on the
issue, 34. 5% feeling Nixon was the man better able to deal with the situation and
30. 5 choosing Brown. Just for the comparison when people were asked about
Anderson and Christopher on this issue, Christopher was chosen by the general
public as being better able to cope with the issue than Anderson. However, this
-18-
finding was reversed sofar as the Catholics were concerned with more Catholics
feeling that Anderson could deal with the situation better than Christopher.
Nixon also scores higher with the young voters on his ability to handle
this issue than he does as a candidate per se. 42. 7% of the age group from
21 to 39 years of age choose Nixon as the man best able to deal with the threats of
internal Communism while only 38. 4% of this age group is currently naming Nixon
as their choice for Governor. Somewhat the same thing is true of the non-white
vote with 19. 5% saying Nixon can deal with Communism while 17. 3% of the group
are currently supporting Nixon.
-19-
V. WELFARE PROGRAMS
Considering the state programs for aid to the aged, aid to widows
and orphans, aid to the unemployed and disabled, and aid to needy children, there
is a general feeling that the state is deing either about the right amount or too
much, Only 16. 0% of the people feel that there is a need to do more. This is
particularly true in the valley counties where there is a such stronger feeling
that the state is carrying the programs too far and only 7. 4% believe that the state
is not doing enough. The non-white vote, which is traditionally the group that
demand more state activity in this field, seems relatively satisfied with the amount
of present state activity.
Several questions were asked about Medicare and financing of medical
care for the aged. The results appear to be quite contradictory. When the
words "compulsory' and "voluntary" were used in the question and identified with
Nixon and Brown, 47. 1% agreed with Nixon's position while 41. 4% agreed with
Brown's.
In further questioning people were asked to choose the best arguments
for and against Medicare and then asked to select the argument which comes
closest to the "way you personally feel". 53. 2% said that the argument in favor
of Medicare comes closest to the way they personally feel while 39. 9% chose the
argument against it. On this issue the non-white sympathy is clearly with a
Medicare program. 64. 5% agreed with Brown's position even though the word
"compulsory" was involved. Only 20% agreed with Nixon's position.
The age group figures are as follows:
21 to 30
40 to 59
Over 60
Brown
41.8%
39.0%
46.8%
Nixon
46.5
49.7
41.8
Don't know
11.7
11.3
11.4
The argument which was chosen as being best for a government medical
care program for the aged is that "medical costs are too high. 30% of the
general public feel this is the best argument the proponents could have. The argu-
ment chosen best for use by opponents of government paying the aged medical bills
was divided as follows:
"The plan would not cover all the aged people who need care" - 18.6%
'The plan would cover a great many people who can afford to
pay their own bills" - 18.4%
"The plan would lead to socialized medicine" - 15.2%
The non-white vote introduces the argument that "our taxes are high
enough already which the general public regards as the fourth best reason for
use by the plan's opponents.
It is interesting that the argument that the plan would not cover all the
aged people who need care is not really an indictment of the idea of a government
aid plan. Neither is the second argument an argument against the concept but
rather is an argument of the shortcomings of the aid plan.
-20-
When asked point blank about their present feelings toward Medicare
43. 1% say they favor it; 34. 7% are opposed and 18. 1% have no strong feelings.
This is contrary to the findings of the Belden Survey which did not use the word
Medicare but described it in terms of a social security plan with taxes deducted
from pay checks. 44% in California favored what was described as the new social
security plan and 45% favor the voluntary health insurance program.
Finally, 48. 5 say that President Kennedy campaigning for Medicare
in California would help Governor Brown; 17. 7% say it would hurt him and 33. 8%
say they don't know.
-22-
VII. OTHER CONTROVERSIAL ISSUES
While it will be remembered that many people cite Brown's lack of
ability as a good chief executive officer in the state, 42.4% of the total public
say that he is the man best able to handle the responsibilities of administering
the state departments and activities of state employees. This is in my opinion
surprisingly high, The identical percentage say that Nixon is the man best able
to handle the job and this figure too fails to give the Brown charge of inexperience
in state problems the credibility that one might expect, It is probably the case
that Nixon's background as Vice President creates a positive impression of his
ability.
The California budget of $8 billion a year is cited by two-thirds of
the people as being a serious problem but this must be balanced with the
previous findings that 70% of the people feel that budgets will go on increasing
in the next few years. Nixon, however, does score well as the candidate best
able to handle the problem of increasing state government costs.
Total
Rep.
Dem.
Brown
32.2%
6.2%
59.9%
Nixon
49. 5
81.8
19. 8
There is no wholesale concern in the subject of education with 45. 7%
of the people saying that California is doing "about the right amount in education".
These statistics seem to say "we know it is a big job and it will get bigger but
we are doing pretty well."
People are extremely concerned about the crime issue as has been
established by previous surveys. There may be some doubt about the validity
of the wording of the question which included a reference to 'elected state
officials". The intention of this was to differentiate between police forces and
political leaders. However, 85% of the people said that it is a problem for state
officials. Brown was given credit by 42.6% of the people as being the candidate
"most aware of this problem" and the one who would do the most about it. Nixon
received the support of 38.6% d the people on this issue.
58. 2% of the people favor the death penalty and in an open-ended
question, 10.9% of the people say that the Chessman case was poorly handled,
a good example of the unfairness and inefficiency of the death sentence and
that Brown bungled the handling of the Chessman case.
CANDIDATE IMAGES
Field Poll - July, 1962
Brown
47%
Nixon
44%
Undecided
9%
Strong Points
Nixon - among Nixon Supporters
Brown - among Brown Supporters
(88% give some answer)
(73% give some answer)
His experience, political background
His fine record, he has done a
and know-how
53%
good job as governor
32%
His honesty, sincerity, uprightness
22
His forcefulness, he's a man
of action, he fights for his
He is active, aggressive, hardworking,
principles
12
has strong convictions
18
The water program
12
He is concerned with the welfare of
the country, of the people
8
He is honest, sincere, con-
scientious, fair, straight-
He has an attractive, pleasing, good
forward
11
personality
7
His stand on capital punish-
He is conservative
5
ment, the Chessman case
7
He fights, is against communism
5
His record on education
6
He has a good record
5
He is friendly, natural, like-
able, a people's man
4
His stand on the issues
3
His political views (he is
He is a native son, a Californian
3
liberal, pro-labor)
4
He has a fine family, attractive wife
3
The highway program
3
He will cut taxes, won't spend so much.
2
Good fiscal policy, reduced
debt, decreased taxes
2
He is a good public speaker
2
136/88
His stand on old-age pensions
2
None
12
His stand on the narcotics
problem
1
96/73
None
27
Weak Points
Nixon - among Brown Supporters
Brown - among Nixon Supporters
His mudslinging campaign tactics
12%
His indecisiveness, his weak-
ness, he sways with public
He is hot-headed, offends people,
opinion, can't make up his
talks too much
10
mind
21%
His aloof, superior attitude
9
Too much spending, taxes
high
18
He is self-seeking, opportunistic,
puts his personal ambition above
The Chessman case, capital
the welfare of the people
8
punishment
12
He is anti-labor, favors big
His stand on the narcotics
business
7
and drug problem
11
He is not consistent, changes his
He doesn't fulfill his
viewpoint for political advantage
7
promises
7
He is indecisive, evasive, doesn't
His personality lacks
take a firm stand
6
warmth, appeal
5
He is using the governorship as a
He sides with labor too much
4
step to the White House
5
The water plan
4
He is a poor speaker, couldn't get
his points across on TV
5
He gives too many jobs to
political friends
7
He has no real program
4
His record is generally poor
7 94
He has no experience on the state
level
3
He lost the Presidency, voters
don't like a loser
3
Something about him people don't
like, they have a prejudice against
him
2 81
cc: Messrs. MacNelly, Finch, Chotiner, Grassmuck, Hunter, Hess
Public Opinion Study
Concerning
The November 1962 California Elections
Conducted Statewide Among
California Registered Voters
August 1962
-
This report was prepared in the
Los Angeles Office of Facts
Consolidated.
10
copies
were reproduced and bound, of
which this is
# 3
Issued to: Robert Haldeman
Public Opinion Study
Concerning
The November 1962 California Elections,
State Issues and Business Climate
Conducted Statewide Among
California Registered Voters
August 1962
TABLE OF CONTENTS
Page
Introduction
i iii
Distribution of Interviews
iv V
Section I - Trial Heats
Vote for Brown VS. Nixon
1 2
Vote for Anderson VS. Christopher
3 4
Vote for Mosk VS. Coakley
5 6
Vote for Kuchel VS. Richards
7 8
Vote for Jordan vs. Rose
9 10
Vote for Betts VS. Busterud
11 12
Vote for Cranston vs. Reagan
13 14
Reasons for voting for Brown
15 16
Points that have helped Governor Brown the most
17 18
Points that have done Governor Brown the most harm
19 20
Reasons for voting for Nixon
21 22
Points that have helped Richard Nixon the most
23 24
Points that have done Richard Nixon the most harm
25 26
Party best able to solve problems of California
27 28
Opinions regarding Nixon running for President in 1964
27 28
Section II - Voters Responses to Various Election Factors
Voters responses toward Liberal groups, Conservative groups and "Middle of
the Roaders"
29 30
Views toward electing a candidate on his own merits versus "party
membership"
31 32
If Eisenhower - Rockefeller - Goldwater comes to California to campaign
for Nixon
33 34
If President Kennedy - Robert Kennedy - Lyndon Johnson comes to
California to campaign for Governor Brown
35 36
The importance of whether or not a candidate agrees with President Kennedy 37 38
Campaign debates between Brown and Nixon
39 40
Section III - State Issues in General
"State Issues In General" ranked by importance to voters
41
Problems that California should solve
42 53
Problems that respondents would like to hear more about from candidates
running for state offices
54 55
Continued
TABLE OF CONTENTS ( Cont )
Page
Section IV - Internal Communism
Program to combat internal communist threats
56 57
The candidate for Governor best equipped to deal with the threats of
internal communism
58 59
The candidate for Lieutenant Governor best equipped to deal with the
threats of internal communism
58 59
The candidate for Attorney General best equipped to deal with the threats
of internal communism
60 61
The candidate for U. S. Senator best equipped to deal with the threats of
internal communism
60 61
Section V - Welfare Programs
Respondents views toward California's programs to the needy
62 63
Governor Brown vs. Richard Nixon on the Medical Care Plan
64 65
Best argument in favor of Medical Care Plan
64 65
Best argument against Medical Care Plan
66 67
Respondents views as to which is the best argument concerning the
Medical Care Plan
68 69
Respondents feelings toward the Medical Care Plan
68 69
If President Kennedy campaigns for Medical Care in California
68 69
Section VI - Business Climate
Respondents views toward the increasing State budget
70 71
Respondents views toward raising state taxes
70 71
Additional taxes on business
72 73
Importance of creating new jobs
74 75
Candidate for Governor best able to deal with creating new jobs
74 75
Importance of attracting new industry to California
76 77
Candidate for Governor best able to deal with attracting new industry
to California
76 77
Section VII- Other Controversial Issues
How California is meeting the state's needs in education
78 79
Respondents views as to whether or not elected state officials should deal
with the increase in crime of all types
80 81
Candidate for Governor best able to handle the responsibilities of state
departments and state employees
82 83
Respondents views toward California's government costs
82 83
Candidate for Governor best able to deal with the rising costs of government
82 - 83
Respondents views toward the death penalty as a punishment for crimes like
murder and kidnapping
84 85
Respondents views as to the bad things about the way the death penalty has
been handled
86 87
Continued
TABLE OF CONTENTS (Cont )
Page
Section VIII - Other Candidates and Issues
Charges made against Lt. Governor Anderson
88 89
Mayor Christopher's hospitality toward Willie Mayes
88 89
Respondents views toward Stanley Mosk having two jobs
90 - 91
Respondents views toward Stanley Mosk if he should be appointed to the
State Supreme Court
90 91
Respondents views toward Tom Coakley changing his registration
92 93
Respondents views toward George Christopher's humble beginnings
94 95
Respondents views toward Mayor Christopher's F.E.P.C. Law
94 - 95
Respondents views toward the race for all state offices
96 99
INTRODUCTION
This report contains the findings of a survey conducted statewide among registered voters
in California.
The study is concerned primarily with the November 1962 California Election. The main
purposes are:
To measure the preferences of California registered voters concerning
selected candidates in the election to be held on November 6, 1962
and
To determine the relative importance of the problems and issues of
the campaign.
To accomplish the purposes of this study a random sampling plan was used, certain controls
were applied and the field work was assigned to sixty Facts Consolidated interviewers. The
personal "face-to-face" interviewing method was used, yielding 1641 completed interviews.
Interviewing began on Monday, July 30, 1962 and continued through Saturday, August 4, 1962.
Information obtained as a result of the personal interviewing was reported by means of a
custom questionnaire designed jointly by Facts Consolidated and its clients,
No control of party affiliation was imposed either in the geographic sampling or on the
quota restrictions imposed on the interviewers. The sample produced the following results
by party registration as compared with the actual registration in the state of California.
COMPLETED INTERVIEWS
ACTUAL REGISTRATION
(As of close of registration
April 12, for June 5, 1962
Primary elections)
Number of registered voters
1641
7,464,626
Percent
%
%
Republican
40.1
40.2
Democrat
53.1
56.7
Some other way
3.0
3.1
Refused to answer
3.8
-
100.0
100.0
FACTS CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
THE GEOGRAPHIC SAMPLING PLAN
Population data as of the Preliminary 1960 Census, for all counties in the state, were
used in allocating the sample. For purposes of tabulation the State was divided into
three regions:
1. SOUTHERN COUNTIES
Imperial, Inyo, Los Angeles, Orange, Riverside, San Bernardino
San Diego, San Luis Obispo, Santa Barbara and Ventura.
2. CENTRAL COAST COUNTIES
Alameda, Contra Costa, Marin, Monterey, Napa, San Benito, San
Francisco, San Mateo, Santa Clara, Santa Cruz, Solano and Sonoma.
3. SAN JOAQUIN AND SACRAMENTO VALLEY COUNTIES
Butte, Colusa, Fresno, Glenn, Kern, Kings, Lake, Madera, Merced,
Sacramento, San Joaquin, Stanislaus, Sutter, Tehama, Tulare, Yolo
and Yuba.
The extreme Northern and Eastern Counties were excluded because they represent
such a small percentage (3%) of the state total.
Within the three regions the largest counties were selected to represent the region,
and the sample was allocated among them as indicated on the following pages. In
order to have a meaningful sample in the San Joaquin and Sacramento Valley Counties
a disproportionatly larger sample was obtained. However, the results have been
weighted according to the area population in all the statistical tables.
ii
FACTS CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
Adjusted Percent
Weighted
Completed
of the State
Sample As Used
Sample of
Population
In the Tabulations
1641 Adults
%
%
%
ALL SOUTHERN COUNTIES
66.4
65.2
48.4
Los Angeles
44.8
49.3
36.6
Orange
5.3
3.9
2.9
Riverside
2.3
1.7
1.3
Santa Barbara
1.3
1.0
.7
San Bernardino
3.7
2.7
2.0
San Diego
7.5
5.5
4.1
Ventura
1.5
1.1
.8
ALL CENTRAL COAST COUNTIES
23.1
22.6
33.5
Alameda
6.6
5.8
8.7
Contra Costa
3.0
2.6
3.9
San Francisco
5.4
5.8
8.5
San Mateo
3.3
3.5
5.1
Santa Clara
4.8
4.9
7.3
ALL SAN JOAQUIN VALLEY AND
SACRAMENTO VALLEY COUNTIES
10.5
12.2
18.1
Fresno
2.7
3.2
4.7
Kern
2.2
2.6
3.8
Sacramento
3.7
4.3
6.4
San Joaquin
1.9
2.1
3.2
STATE TOTAL
100.0
100.0
100.0
iii
FACTS CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
DISTRIBUTION OF INTERVIEWS
TOTAL
BY AREA
Central
Southern
Coast
Valley
Counties
Counties
Counties
Number of respondents
1641
794
549
298
Percent by
%
%
%
%
REGISTRATION
Republican
40.1
40.8
36.8
42.3
Democrat
53.1
52.6
54.6
53.1
Some other way
3.0
3.3
2.6
2.3
Refused
3.8
3.3
6.0
2.3
100.0
100.0
100.0
100.0
RELIGION
Catholic
23.6
23.4
23.0
25.5
Protestant
65.3
66.4
59.0
70.8
Jewish
6.9
7.6
8.2
1.0
Refused
4.2
2.6
9.8
2.7
100.0
100.0
100.0
100.0
AFFILIATION WITH UNION
Member
36.0
33.7
41.7
38.0
Non-Member
60.3
63.0
53.5
58.0
Refused
3.7
3.3
4.8
4.0
100.0
100.0
100.0
100.0
AGE
21 to 29
15.1
13.7
21.0
12.0
30 to 39
26.6
26.4
25.1
29.6
40 to 49
25.7
25.3
25.3
28.9
50 to 59
16.8
18.1
15.0
13.4
60 and over
15.8
16.5
13.6
16.1
100.0
100.0
100.0
100.0
Continued
iv
FACTS CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
DISTRIBUTION OF INTERVIEWS (Cont.)
TOTAL
BY AREA
Central
Southern
Coast
Valley
Counties
Counties
Counties
Number of respondents
1641
794
549
298
Percent by
%
%
%
%
RACE
White
91.0
91.2
90.3
91.0
Negro
4.5
3.7
7.1
4.7
Mexican
3.4
4.4
.2
4.0
Other
1.1
.7
2.4
.3
100.0
100.0
100.0
100:0
SEX
Male
48.5
48.1
48.5
51.0
Female
51.5
51.9
51.5
49.0
100.0
100.0
100.0
100.0
STANDARD OF LIVING
A & B
25.3
22.4
28.2
35.3
C
65.1
66.6
66.7
54.0
D
9.6
11.0
5.1
10.7
100.0
100.0
100.0
100.0
V
FACTS CONSOLIDATED
Marketing Dervices Division of C-E-I-R, Inc.
TRIAL HEATS
In answer to the Questions: "If the election were being held today, for which of the following would you vote -- for Governor--Brown or Nixon?"
"(IF A CANDIDATE NAMED, ASK) Would you say you have definitely made up your mind to vote for Brown or Nixon OR
Would you say that depending upon circumstances you might change your mind before November?"
"(IF DON'T KNOW FOR WHOM YOU WILL VOTE, ASK) Do you lean toward Brown or Nixon?"
TOTAL
BY AREA
BY RECISTRATION
BY RELIGION
BY UNION AFFILIATION
Central
Southern
Coast
Valley
Non-
Counties
Counties
Counties
Republican Democrat Other
Catholic Protestant Other
Member Member Refused
Number of respondents
1641
794
549
298
652
876
113
388
1063
190
609
968
64
Percent saying they will vote
%
%
%
%
%
%
%
%
%
%
%
%
%
FOR GOVERNOR
Edmund C. (Pat) Brown
*46.3
44.0
51.5
49.7
8.8
76.9
29.1
61.5
37.9
64.1
58.1
39.6
42.2
Definitely
39.9
38.0
44.6
41.6
5.4
68.6
19.4
50.9
32.9
58.2
50.1
34.2
35.5
Might change
6.4
6.0
6.9
8.1
3.4
8.3
9.7
10.6
5.0
5.9
8.0
5.4
6.7
Lean toward
& 3.2
2.9
3.6
3.7
1.3
3.3
12.7
3.0
2.8
5.9
2.7
3.3
5.5
Richard M. Nixon
*43.3
46.0
37.9
38.9
83.9
13.3
38.2
27.5
52.1
24.4
30.9
50.4
46.7
Definitely
38.7
42.1
32.4
32.5
78.4
10.5
25.5
23.3
47.1
21.8
27.5
45.4
38.9
Might change
4.6
3.9
5.5
6.4
5.5
2.8
12.7
4.2
5.0
2.6
3.4
5.0
7.8
Lean toward
* 2.5
2.6
1.6
3.0
3.3
1.5
4.8
1.9
2.9
1.1
3.2
2.2
0
Don't know
* 4.7
4.5
5.4
4.7
2.7
5.0
15.2
6.1
4.3
4.5
5.1
4.5
5.5
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Continued
Note: See introduction for explanation of population weights as applied to these tables.
1
FACTS CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
In answer to the Questions: "If the election were being held today, for which of the following would you vote -- for Governor as Brown or Nixon?"
(IF A CANDIDATE NAMED, ASK) Would you say you have definitely made up your mind to vote for Brown or Nixon OR
Would you say that depending upon circumstances you might change your mind before November?"
"(IF DON'T KNOW FOR WHOM YOU WILL VOTE, ASK) Do you lean toward Brown or Nixon?"
BY STANDARD
TOTAL
BY SEX
BY ACE
BY RACE
OF LIVING
Non-
Male
Female
21 to 39 40 to 59 Over 60
White
White
A & B
C & D
Number of respondents
1641
800
841
695
685
261
1491
150
438
1203
Percent saying they will vote
%
%
%
%
%
%
%
%
%
%
FOR GOVERNOR
Edmund C. (Pat) Brown
*46.3
47.4
45.3
52.9
41.3
42.9
43.5
75.4
36.4
49.8
Definitely
39.9
41.0
38.9
45.0
35.4
39.0
37.2
67.7
31.7
42.8
Might change
6.4
6.4
6.4
7.9
5.9
3.9
6.3
7.7
4.7
7.0
Lean toward
* 3.2
3.5
2.8
2.9
3.2
3.9
3.0
4.5
2.1
3.5
Richard M. Nixon
*43.3
42.4
44.1
38.4
47.2
45.5
45.9
17.3
54.4
39.5
Definitely
38.7
37.4
40.0
32.6
42.7
44.2
41.2
14.1
49.0
35.2
Might change
4.6
5.0
4.1
5.8
4.5
1.3
4.7
3.2
5.4
4.3
Lean toward
* 2.5
2.8
2.2
2.1
2.7
2.9
2.6
1.4
2.6
2.4
Don't know
* 4.7
3.9
5.6
3.7
5.6
4.0
5.0
1.4
4.5
4.8
*100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Note: See introduction for explanation of population weights as applied to these tables.
2
FACTS CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
In answerto the Questions: "If the election were being held today, for which of the following would you vote -- for Lisutenant Governor--
Anderson or Christopher?"
"(IF A CANDIDATE NAMED, ASK) Would you say you have definitely made up your mind to vote for Anderson or Christopher OR
Would you say that depending upon circumstances you might change your mind bsfore November?"
" (IF DON'T KNOW FOR WHOM YOU WILL VOTE, ASK) Do you lean toward Anderson or Christopher?"
TOTAL
BY AREA
BY RECISTRATION
BY RELIGION
BY UNION AFFILIATION
Central
Southern
Chast
Valley
Non-
Counties
Counties
Counties
Republican Democrat Other
Catholic Protestant Other
Member Member Refused
Number of respondents
1641
794
549
298
652
876
113
388
1063
190
609
968
64
Percent saying they will vote
%
%
%
%
%
%
%
%
%
%
%
%
%
FOR LIEUIENANT GOVERNOR
Glenn M. Anderson
*36.5
36.9
34.4
38.3
9.2
59.7
15.8
42.2
32.1
50.7
47.8
29.9
35.5
Definitely
28.3
28.6
26.0
30.9
5.2
48.0
9.7
31.9
24.5
43.0
38.0
22.8
24.4
Might change
8.2
8.3
8.4
7.4
4.0
11.7
6.1
10.3
7.5
7.7
9.8
7.1
11.1
Lean toward
* 3.8
4.2
3.5
2.3
1.7
4.6
9.7
4.9
3.3
4.5
5.1
2.8
6.6
George Christopher
*43.8
41.4
47.7
49.7
75.3
20.6
40.0
34.0
49.9
28.9
33.3
50.1
43.3
Definitely
35.2
34.1
37.5
36.9
65.7
13.9
22.4
26.5
41.0
19.6
25.2
41.0
37.8
Might change
8.6
7.3
10.2
12.8
9.6
6.7
17.6
7.5
8.9
9.3
8.1
9.1
5.5
Lean toward
* 5.3
5.5
5.8
3.0
6.4
4.0
9.1
8.0
4.2
5.9
5.6
5.2
3.3
Don't know
*10.6
12.0
8.6
6.7
7.4
11.1
25.4
11.0
10.5
10.0
8.2
11.8
11.1
*100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Continued
Note: See introduction for explanation of population weights as applied to these tables.
3
FACTS CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
In answer to the Questions: "If the election were being held today, for which of the following would you vote - for Lieutenant Governor --
Anderson or Christopher?"
" (IF A CANDIDATE NAMED, ASK) Would you say you have definitely made up your mind to vote for Anderson or Christopher OR
Would you say that depending upon circumstances you might change your mind before November?"
" (IF DON'T KNOW FOR WHOM YOU WILL VOTE, ASK) Do you lean toward Anderson or Christopher?"
BY STANDARD
TOTAL
BY SEX
BY AGE
BY RACE
OF LIVING
Non-
Male
Female
21 to 39 40 to 59 Over 60
White
White
A & B
C & D
Number of respondents
1641
800
841
695
685
261
1491
150
438
1203
Percent saying they will vote
%
%
%
%
%
%
%
%
%
%
FOR LIEUTENANT GOVERNOR
Glenn M. Anderson
*36.5
39.5
33.6
41.4
32.8
33.5
35.8
43.6
29.1
39.0
Definitely
28.3
29.9
26.7
30.5
26.0
28.6
27.5
35.9
20.5
31.0
Might change
8.2
9.6
6.9
10.9
6.8
4.9
8.3
7.7
8.6
8.0
Lean toward
* 3.8
3.6
4.0
5.1
2.6
3.4
3.2
9.5
3.9
3.7
George Christopher
*43.8
43.5
44.2
40.1
46.1
47.8
45.4
28.6
56.7
39.5
Definitely
35.2
35.6
34.9
29.5
38.9
40.5
36.8
19.5
49.2
30.5
Might change
8.6
7.9
9.5
10.6
7.2
7.3
8.6
9.1
7.5
9.0
Lean toward
* 5.3
5.0
5.6
5.0
6.5
2.9
5.1
7.7
3.9
5.8
Don't know
*10.6
8.4
12.6
8.4
12.0
12.4
10.5
10.5
6.4
12.0
*100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Note: See introduction for explanation of population weights as applied to these tables.
4
FACTS
CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
In answer to the Questions: "If the election were being held today, for which of the following would you vote -- for Attorney General--
Mosk or Coakley?"
" (IF A CANDIDATE NAMED, ASK) Would you say you have definitely made up your mind to vote for Mosk or Coakley OR
Would you say that depending upon circumstances you might change your mind before November?"
" (IF DON'T KNOW FOR WHOM YOU WILL VOTE, ASK) Do you lean toward Mosk or Coakley?"
TOTAL
BY AREA
BY REGISTRATION
BY RELIGION
BY UNION AFFILIATION
Central
Southern
Coast
Valley
Non-
Counties
Counties
Counties
Republican Democrat Other
Catholic Protestant Other
Member Member Refused
Number of respondents
1641
794
549
298
652
876
113
388
1063
190
609
968
64
Percent saying they will vote
%
%
%
%
%
%
%
%
%
%
%
%
%
FOR ATTORNEY GENERAL
Stanley Mosk
*50.2
48.5
50.5
59.1
20.5
73.8
41.2
58.2
44.2
68.9
60.8
44.0
48.9
Definitely
39.0
37.8
39.4
45.0
11.2
61.3
29.1
45.5
33.5
57.8
49.2
33.2
34.4
Might change
11.2
10.7
11.1
14.1
9.3
12.5
12.1
12.7
10.7
11.1
11.6
10.8
14.4
Lean toward
* 4.4
5.3
3.5
1.0
2.2
5.3
9.7
4.9
4.0
4.8
4.8
4.2
3.3
Tom Coakley
*29.2
29.0
31.3
26.8
58.9
8.5
16.4
19.0
35.3
14.8
20.9
34.3
27.8
Definitely
23.3
24.6
22.4
18.8
50.0
5.1
9.7
13.4
28.7
12.6
15.8
27.9
22.2
Might change
5.9
4.4
8.9
8.0
8.9
3.4
6.7
5.6
6.6
2.2
5.1
6.3
5.6
Lean toward
* 3.4
3.7
2.9
2.7
6.2
.9
5.5
3.1
3.7
2.2
3.2
3.3
5.6
Don't know
*12.8
13.5
11.8
10.4
12.2
11.5
27.2
14.8
12.8
9.3
10.3
14.2
14.4
*100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Continued
Note: See introduction for explanation of population weights as applied to these tables.
5
FACTS CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
In answer to the Questions: "If the election were being held today, for which of the following would you vote -- for Attorney General --
Mosk or Coakley?"
" (IF A CANDIDATE NAMED, ASK) Would you say you have definitely made up your mind to vote for Mosk or Coakley OR
Would you say that depending upon circumstances you might change your mind before November?"
" (IF DON'T KNOW FOR WHOM YOU WILL VOTE, ASK) Do you lean toward Mosk or Coakley?"
BY STANDARD
TOTAL
BY SEX
BY AGE
BY RACE
OF LIVING
Non-
Male
Female
21 to 39 40 to 59 Over 60
White
White
A & B
C & D
Number of respondents
1641
800
841
695
685
261
1491
150
438
1203
Percent saying they will vote
%
%
%
%
%
%
%
%
%
%
FOR ATTORNEY GENERAL
Stanley Mosk
*50.2
54.1
46.5
55.2
47.1
45.2
48.6
66.4
43.9
52.3
Definitely
39.0
42.7
35.5
41.7
37.2
36.7
37.6
52.7
32.3
41.3
Might change
11.2
11.4
11.0
13.5
9.9
8.5
11.0
13.7
11.6
11.0
Lean toward
* 4.4
3.4
5.2
4.0
5.1
3.1
3.8
9.6
2.7
5.0
Tom Coakley
*29.2
29.6
28.9
24.5
31.4
35.9
31.3
8.1
39.6
25.7
Definitely
23.3
23.4
23.3
17.4
26.5
30.7
25.0
6.3
32.5
20.3
Might change
5.9
6.2
5.6
7.1
4.9
5.2
6.3
1.8
7.1
5.4
Lean toward
* 3.4
3.0
3.7
4.0
3.1
2.6
3.5
2.7
3.8
3.2
Don't know
*12.8
9.9
15.7
12.3
13.3
13.2
12.8
13.2
10.0
13.8
*100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Note: See introduction for explanation of population weights as applied to these tables.
6
FACTS CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
In answer to the Questions: "If the election were being held today, for which of the following would you vote -- for United States Senator-
Kuchel or Richards?"
"(IF A CANDIDATE NAMED, ASK) Would you say you have definitely made up your mind to vote for Kuchel or Richards OR
Would you say that depending upon circumstances you might change your mind before November?"
" (IF DON'T KNOW FOR WHOM YOU WILL VOTE, ASK) Do you lean toward Kuchel or Richards?"
TOTAL
BY AREA
BY REGISTRATION
BY RELIGION
BY UNION AFFILIATION
Central
Southern
Coast
Valley
Non-
Counties
Counties
Counties
Republican Democrat Other
Catholic Protestant Other
Member Member Refused
Number of respondents
1641
794
549
298
652
876
113
388
1063
190
609
968
64
Percent saying they will vote
%
%
%
%
%
%
%
%
%
%
%
%
%
FOR U.S. SENATOR
Thomas H. Kuchel
*45.6
40.3
53.2
59.7
71.0
28.3
30.9
43.2
49.3
28.1
40.5
48.3
50.0
Definitely
36.0
32.2
41.2
46.3
61.6
18.9
18.8
32.6
39.2
23.7
32.1
38.2
36.7
Might change
9.6
8.1
12.0
13.4
9.4
9.4
12.1
10.6
10.1
4.4
8.4
10.1
13.3
Lean toward
* 4.3
4.4
4.0
4.0
5.1
2.9
10.3
3.0
5.1
2.2
4.6
4.2
3.3
Richard Richards
*33.4
37.2
26.2
26.5
10.3
52.0
23.6
35.7
29.4
51.9
39.8
29.6
32.2
Definitely
26.6
30.0
19.7
21.1
7.2
43.4
9.7
31.0
22.1
43.3
33.5
22.5
24.4
Might change
6.8
7.2
6.5
5.4
3.1
8.6
13.9
4.7
7.3
8.5
6.3
7.1
7.8
Lean toward
* 3.0
3.1
3.5
1.3
1.4
3.5
8.5
3.1
3.0
3.3
3.1
2.9
3.3
Don't know
*13.7
15.0
13.1
8.5
12.1
13.3
26.7
15.0
13.2
14.4
12.0
15.0
11.2
*100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Continued
Note: See introduction for explanation of population weights as applied to these tables.
#
FACTS
CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
In answer to the Questions: "If the election were being held today, for which of the following would you vote -- for United States Senator --
Kuchel or Richards?"
"(IF A CANDIDATE NAMED, ASK) Would you say you have definitely made up your mind to vote for Kuchel or Richards OR
Would you say that depending upon circumstances you might change your mind before November?"
" (IF DON'T KNOW FOR WHOM YOU WILL VOTE, ASK) Do you lean toward Kuchel or Richards?"
BY STANDARD
TOTAL
BY SEX
BY AGE
BY RACE
OF LIVING
Non-
Male
Female
21 to 39 40 to 59 Over 60
White
White
A & B
C & D
Number of respondents
1641
800
841
695
685
261
1491
150
438
1203
Percent saying they will vote
%
%
%
%
%
%
%
%
%
%
FOR U.S. SENATOR
Thomas H. Kuchel
*45.6
49.9
41.5
40.2
48.1
52.7
47.9
22.2
53.0
43.0
Definitely
36.0
40.3
31.9
28.7
40.0
44.1
38.1
14.5
42.3
33.8
Might change
9.6
9.6
9.6
11.5
8.1
8.6
9.8
7.7
10.7
9.2
Lean toward
* 4.3
3.1
5.3
3.9
5.7
1.6
3.9
8.7
5.2
4.0
Richard Richards
*33.4
32.9
33.8
37.3
30.3
31.2
32.0
46.3
27.6
35.3
Definitely
26.6
26.1
27.0
28.3
25.0
26.0
25.4
37.7
21.0
28.4
Might change
6.8
6.8
6.8
9.0
5.3
5.2
6.6
8.6
6.6
6.9
Lean toward
* 3.0
3.1
3.0
4.6
2.0
1.6
2.4
9.1
2.4
3.2
Don't know
*13.7
11.0
16.4
14.0
13.9
12.9
13.8
13.7
11.8
14.5
*100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Note: See introduction for explanation of population weights as applied to these tables.
8
FACTS CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
In answer to the Questions: "If the election were being held today, for which of the following would you vote -- for Secretary of State--
Jordan or Rose?"
"(IF A CANDIDATE NAMED, ASK) Would you say you have definitely made up your mind to vote for Jordan or Rose OR
Would you say that depending upon circumstances you might change your mind before November?"
" (IF DON'T KNOW FOR WHOM YOU WILL VOTE, ASK) Do you lean toward Jordan or Rose?"
TOTAL
BY AREA
BY REGISTRATION
BY RELIGION
BY UNION AFFILIATION
Central
Southern
Coast
Valley
Non-
Counties
Counties
Counties
Republican Democrat Other
Catholic Protestant Other
Member Member Refused
Number of respondents
1641
794
549
298
652
876
113
388
1063
190
609
968
64
Percent saying they will vote
%
%
%
%
%
%
%
%
%
%
%
%
%
FOR SECRETARY OF STATE
Frank M. Jordan
*36.0
33.4
35.7
50.3
58.4
20.9
21.2
29.6
40.7
21.5
29.9
40.0
28.9
Definitely
27.0
25.1
25.1
40.6
46.8
14.3
8.5
22.6
30.8
13.7
21.8
30.5
18.9
Might change
9.0
8.3
10.6
9.7
11.6
6.6
12.7
7.0
9.9
7.8
8.1
9.5
10.0
Lean toward
* 4.8
5.1
4.7
3.4
5.5
4.2
6.1
5.2
5.0
3.0
6.1
4.3
2.2
Don Rose
*21.2
21.9
19.7
20.5
6.2
34.5
5.5
23.9
17.5
37.8
26.6
18.2
18.9
Definitely
16.4
17.5
14.0
15.1
4.1
27.3
4.3
16.0
13.8
33.0
20.4
14.2
13.3
Might change
4.8
4.4
5.7
5.4
2.1
7.2
1.2
7.9
3.7
4.8
6.2
4.0
5.6
Lean toward
* 3.2
3.1
3.1
3.7
2.1
4.1
3.0
5.7
2.3
3.0
4.7
2.2
3.3
Don't know
*34.8
36.5
36.8
22.1
27.8
36.3
64.2
35.6
34.5
34.7
32.7
35.3
46.7
*100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Continued
Note: See introduction for explanation of population weights as applied to these tables.
9
FACTS CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
In answer to the Questions: "If the election were being held today, for which of the following would you vote -- for Secretary of State--
Jordan or Rose?"
" (IF A CANDIDATE NAMED, ASK) Would you say you have definitely made up your mind to vote for Jordan or Rose OR
Would you say that depending upon circumstance you might change your mind before November?"
11 (IF DON'T KNOW FOR WHOM YOU WILL VOTE, ASK) Do you lean toward Jordan or Rose?"
BY STANDARD
TOTAL
BY SEX
BY AGE
BY RACE
OF LIVING
Non-
Male
Female
21 to 39 40 to 59 Over 60
White
White
A & B
C & D
Number of respondents
1641
800
841
695
685
261
1491
150
438
1203
Percent saying they will vote
%
%
%
%
%
%
%
%
%
%
FOR SECRETARY OF STATE
Frank M. Jordan
*36.0
42.4
29.9
28.0
39.4
47.5
37.9
16.3
46.3
32.5
Definitely
27.0
30.8
23.4
19.2
28.0
40.0
28.8
8.6
36.9
23.6
Might change
9.0
11.6
6.5
8.9
9.6
7.5
9.1
7.7
9.4
8.9
Lean toward
& 4.8
5.0
4.7
6.0
4.7
2.1
4.5
8.2
5.2
4.7
Don Rose
*21.2
19.7
22.7
21.5
19.9
24.2
21.2
21.3
18.0
22.3
Definitely
16.4
15.2
17.6
15.6
16.3
19.0
16.4
16.8
12.3
17.8
Might change
4.8
4.5
5.1
5.9
3.6
5.2
4.8
4.5
5.7
4.5
Lean toward
* 3.2
2.7
3.6
4.0
3.0
1.3
2.8
6.8
1.9
3.6
Don't know
*34.8
30.2
39.1
40.4
33.0
24.9
33.6
47.4
28.6
36.9
*100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Note: Se introduction for explanation of population weights as applied to these tables.
10
FACTS CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
In answer to the Questions: "If the election were being held today, for which of the following would you vote -- for Treasurer of State --
Betts or Busterud?"
"(IF A CANDIDATE NAMED, ASK) Would you say you have definitely made up your mind to vote for Betts or Busterud OR
Would you say that depending upon circumstances you might change your mind before November?"
" (IF DON'T KNOW FOR WHOM YOU WILL VOIE, ASK) Do you lean toward Betts or Busterud?"
TOTAL
BY AREA
BY REGISTRATION
BY RELIGION
BY UNION AFFILIATION
Central
Southern
Coast
Valley
Non-
Counties
Counties
Counties
Republican Democrat Other
Catholic Protestant Other
Member Member Refused
Number of respondents
1641
794
549
298
652
876
113
388
1063
190
609
968
64
Percent saying they will vote
%
%
%
%
%
%
%
%
%
%
%
%
%
FOR TREASURER OF STATE
Bert A. Betts
*30.9
31.2
25.9
38.3
12.0
47.7
10.9
35.2
27.2
43.3
37.1
27.7
23.3
Definitely
23.0
23.4
17.7
30.5
6.1
37.9
6.1
25.4
20.2
34.1
26.9
20.8
21.1
Might change
7.9
7.8
8.2
7.7
5.9
9.8
4.8
9.8
7.0
9.2
10.2
6.9
2.2
Lean toward
* 4.1
4.0
3.6
5.4
1.3
6.2
3.6
5.2
4.0
2.2
6.2
3.1
-
John A. Busterud
*21.8
20.3
26.2
21.5
45.2
5.3
12.1
15.0
25.5
14.5
14.5
25.5
30.0
Definitely
16.9
17.2
17.5
14.1
37.1
2.8
7.3
9.9
20.5
10.0
10.8
20.1
20.0
Might change
4.9
3.1
8.7
7.4
8.1
2.5
4.8
5.1
5.0
4.5
3.7
5.4
10.0
Lean toward
* 3.7
3.0
5.3
4.7
6.7
1.4
4.8
3.8
4.0
1.9
3.9
3.9
-
Don't know
*39.5
41.4
39.0
30.1
34.8
39.4
68.6
40.8
39.3
38.1
38.3
39.8
46.7
*100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Continued
Note: See introduction for explanation of population weights as applied to these tables.
11
FACTS CONSOLIDATED
Marketing Services Division of C-E-1-R, Inc.
In answer to the Questions: "If the election were being held today, for which of the following would you vote -- for Treasurer of State --
Betts or Busterud?"
"(IF A CANDIDATE NAMED, ASK) Would you say you have definitely made up your mind to vote for Betts or Busterud OR
Would you say that depending upon circumstances you might change your mind before November?"
" (IF DON'T KNOW FOR WHOM YOU WILL VOTE, ASK) Do you lean toward Betts or Busterud?"
BY STANDARD
TOTAL
BY SEX
BY AGE
BY RACE
OF LIVING
Non-
Male
Female
21 to 39 40 to 59 Over 60
White
White
A & B
C & D
Number of respondents
1641
800
841
695
685
261
1491
150
438
1203
Percent saying they will vote
%
%
%
%
%
%
%
%
%
%
FOR TREASURER OF STATE
Bert A.Betts
*30.9
34.0
27.9
32.0
29.7
31.1
30.8
31.8
28.7
31.6
Definitely
23.0
23.8
22.3
22.8
22.4
24.9
22.9
24.1
20.8
23.7
Might change
7.9
10.2
5.6
9.2
7.2
6.2
7.9
7.7
7.9
7.9
Lean toward
* 4.1
3.9
4.3
4.6
3.9
3.4
3.8
6.8
2.4
4.7
John A. Busterud
*21.8
22.5
21.1
16.6
24.1
29.1
23.1
7.7
31.7
18.4
Definitely
16.9
16.7
16.9
11.7
19.0
24.4
17.9
5.9
25.2
14.0
Might change
4.9
5.8
4.2
4.8
5.1
4.7
5.2
1.8
6.5
4.4
Lean toward
* 3.7
3.8
3.7
4.2
3.6
2.9
3.6
5.0
4.7
3.4
Don't know
*39.5
35.8
43.0
42.0
38.7
33.5
38.7
48.7
32.5
41.9
*100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Note: See introduction for explanation of population weights as applied to these tables.
12
FACTS CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
In answer to the Questions: "If the election were being held today, for which of the following would you vote -- for Controller of State 00
Cranston or Reagan?"
"(IF A CANDIDATE NAMED, ASK) Would you say you have definitely made up your mind to vote for Cranston or Reagan OR
Would you say that depending upon circumstances you might change your mind before November
"(IF DON'T KNOW FOR WHOM YOU WILL VOIE, ASK) Do you lean toward Cranston or Reagan?"
TOTAL
BY AREA
BY REGISTRATION
BY RELICION
BY UNION AFFILIATION
Central
Southern
Coast
Valley
Non-
Counties
Counties
Counties
Republican Democrat Other
Cathelic Protestant Other
Member Member Refused
Number of respondents
1641
794
549
298
652
875
113
388
1063
190
609
968
64
Percent saying they will vote...
%
%
%
%
%
%
%
%
%
%
%
%
%
FOR CONTROLLER OF STATE
Alan Cranston
*34.9
31.0
37.5
51.0
16.5
51.7
12.1
40.4
30.2
51.1
41.2
31.5
28.9
Definitely
26.7
23.8
27.3
41.0
11.2
40.7
8.5
31.9
22.7
39.6
31.5
23.8
26.7
Might change
8.2
7.2
10.2
10.0
5.3
11.0
3.6
8.5
7.5
11.5
9.7
7.7
2.2
Lean toward
% 4.4
4.4
4.9
3.0
2.5
5.8
5.5
3.8
4.8
2.6
5.5
4.0
=
Bruce V. Reagan
*22.3
24.1
17.3
22.2
44.5
6.5
14.5
17.6
26.0
10.7
16.4
25.8
22.2
Definitely
16.6
19.1
10.6
15.2
35.2
4.0
5.5
11.0
20.6
5.5
10.6
20.5
12.2
Might change
5.7
5.0
6.7
7.0
9.3
2.5
9.0
6.6
5.4
5.2
5.8
5.3
10.0
Lean toward
* 2.6
2.3
3.8
2.3
4.3
1.1
4.8
2.8
2.9
.7
2.1
3.1
-
Don't know
*35.8
38.2
36.5
21.5
32.2
34.9
63.1
35.4
36.1
34.9
34.8
35.6
48.9
*100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Continued
Note: See introduction for explanation of population weights as applied to these tables.
13
FACTS CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
In answer to the Questions: "If the election were being held today, for which of the following would you vote -- for Controller of State --
Cranston or Reagan?"
(IF A CANDIDATE NAMED, ASK) Would you say you have definitely made up your mind to vote for Cranston or Reagan OR
Would you say that depending upon circumstances you might change your mind before November?"
" (IF DON'T KNOW FOR WHOM YOU WILL VOTE, ASK) Do you lean toward Cranston or Reagan?"
BY STANDARD
TOTAL
BY SEX
BY AGE
BY RACE
OF LIVING
Non-
Male
Female
21 to 39 40 to 59 Over 60
White
White
A & B
C & D
Number of respondents
1641
800
841
695
685
261
1491
150
438
1203
Percent saying they will vote.
%
%
%
%
%
%
%
%
%
%
FOR CONTROLLER OF STATE
Alan Cranston
*34.9
37.6
32.3
35.5
34.3
35.1
34.6
38.2
36.5
34.4
Definitely
26.7
28.1
25.4
26.6
25.8
29.4
26.3
30.5
26.6
26.7
Might change
8.2
9.5
6.9
8.9
8.5
5.7
8.3
7.7
9.9
7.7
Lean toward
* 4.4
4.3
4.4
4.9
4.6
2.0
3.9
9.1
3.4
4.7
Bruce V. Reagan
*22.3
22.7
21.9
18.6
23.8
28.1
23.8
6.8
29.5
19.8
Definitely
16.6
16.3
16.9
12.6
18.3
22.9
17.7
5.5
24.2
14.1
Might change
5.7
6.4
5.0
6.0
5.5
5.2
6.1
1.3
5.3
5.7
Lean toward
* 2.6
2.4
2.9
2.9
2.9
1.3
2.8
1.4
2.8
2.6
Don't know
*35.8
33.0
38.5
38.1
34.4
33.5
34.9
44.5
27.8
38.5
*100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Note: See introduction for explanation of population weights as applied to these tables.
14
FACTS CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
In answer to the Question: "What is your main reason for voting for Brown?"
TOTAL
BY AREA
BY REGISTRATION
BY RELIGION
BY UNION AFFILIATION
Central
Southern
Coast
Valley
Non-
Counties
Counties
Counties
Republican Democrat Other
Catholic Protestant Other
Member Member Refused
Number of respondents saying
they will vote for Brown
780
349
283
148
63
681
36
240
419
121
356
398
26
Percent saying their main
reason is
%
%
%
%
%
%
%
%
%
%
%
%
%
He's a good governor/pleased
with present administration
32.4
34.1
27.2
34.4
29.0
33.4
18.7
33.7
34.0
24.3
31.6
33.3
29.0
Best man for the job/better
qualified/more capable than
Nixon
20.5
20.0
18.0
27.0
20.9
20.6
16.7
23.2
20.4
15.0
23.8
18.2
10.5
He's a Democrat/I'll go along
with my party
20.3
21.5
20.8
3.5
-
23.9
4.2
19.3
20.6
21.4
21.6
19.2
18.4
Don't like Nixon
17.4
14.3
25.4
16.9
33.7
15.8
22.9
14.7
18.2
20.2
4.7
19.2
26.3
He's for the working man/
friend of union labor
6.7
6.6
4.6
11.5
4.7
6.6
12.5
4.0
8.1
7.5
6.7
6.5
10.5
He has state's interest at
heart/Nixon just using
Governorship as stepping-
stone to White House
6.1
5.2
5.3
12.2
5.8
6.0
8.3
6.8
5.5
6.9
5.5
6.5
7.9
He's the lesser of two evils
4.0
3.7
6.0
1.4
4.7
3.6
10.4
2.8
3.8
6.9
3.3
4.8
0
He's honest/sincere/has many
personal qualities/appealing
personality
3.6
3.2
6.0
1.3
9.3
3.1
4.2
5.4
2.0
5.8
2.0
5.0
5.3
He's a Catholic
03
.3
04
-
1.2
.2
-
,6
.2
-
.6
-
-
Other
2.4
2.0
3.9
1.4
2.3
2.4
2.1
1.7
2.5
3.5
2.0
2.8
2.6
Don't know
5.6
5.7
3.5
8.8
5.8
5.1
14.6
5.1
4.6
9.8
5.7
5.9
-
119.3
116.6
121.1
128.4
118.6
119.5
114.6
117.3
119.9
121.3
117.5
121.4
110.5
Continued
Sums of the columns exceed 100% and the base because of multiple answers.
15
FACTS CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
In answer to the Question: "What is your main reason for voting for Brown?"
BY STANDARD
TOTAL
BY SEX
BY AGE
BY RACE
OF LIVING
Non-
Male
Female
21 to 39 40 to 59 Over 60
White
White
A & B
C & D
Number of respondents saying
they will vote for Brown
780
388
392
376
292
112
664
116
169
611
Percent saying their main
reason is
%
%
%
%
%
%
%
%
%
%
He's a good governor/pleased
with present administration
32.4
38.1
26.8
29.7
32.0
42.4
31.4
38.6
38.4
30.9
Best man for the job/better
qualified/more capable than
Nixon
20.5
21.0
19.9
17.0
22.2
27.3
22.0
11.4
24.1
19.6
He's a Democrat/I'll go along
with my party
20.3
20.5
20.1
22.7
18.0
18.2
18.6
30.1
13.4
22.0
Don't like Nixon
17.4
14.6
20.2
21.1
16.3
8.5
18.9
9.0
23.7
15.9
He's for the working man/
friend of union labor
6.7
6.8
6.7
5.8
6.8
9.7
5.7
12.8
4.9
7.2
He has state's interest at
heart/Nixon just using
Governorship as stepping-
stone to White House
6.1
5.7
6.5
6.7
4.7
7.9
6.3
4.8
5.4
6.4
He's the lesser of two evils
4.0
4.3
3.7
5.6
2.6
2.5
4.3
2.4
2.2
4.4
He's honest/sincere/has many
personal qualities/appealing
personality
3.6
1.8
5.4
3.4
3.7
4.2
3.6
3.6
4.0
3.5
He's a Catholic
.3
.4
.2
-
.7
-
.3
-
-
.3
Other
2.4
2.9
1.9
2.2
2.3
3.0
2.6
1.2
1.8
2.5
Don't know
5.6
3.9
7.2
4.3
7.7
4.2
5.7
4.8
2.2
6.4
119.3
120.0
118.6
118.5
117.0
127.9
119.4
118.7
120.1
119.1
Sums of the columns exceed 100% and the base because of multiple answers.
16
FACTS CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
In answer to the Question: "In the campaign so far, what do you think are the points that have helped Governor Brown the most?"
BY STANDARD
TOTAL
BY SEX
BY AGE
BY RACE
OF LIVING
Non-
Male
Female
21 to 39 40 to 59 Over 60
White
White
A & B
C & ) D
Number of respondents
1641
800
841
695
685
261
1491
150
438
1203
Percent saying points helping
Brown most are...
%
%
%
%
%
%
%
%
%
%
Good record/doing a good job so
far/experienced/incumbent has
the advantage
22.5
25.5
19.7
24.6
21.5
19.7
23.0
17.7
23.7
22.1
Nothing good to speak of
13.7
12.3
15.0
14.0
12.4
16.1
14.4
5.4
16.7
12.6
Has many personal qualities/
fine man/dedicated
9.7
10.5
9.0
10.3
8.9
10.6
9.0
17.3
6.8
10.7
His stand on the water problem/
program for bringing water to
California
9.2
12.7
5.9
6.7
10.0
13.5
9.9
2.3
9.1
9.3
Nixon as his opponent/better
than Nixon/Nixon no real
opposition
6.3
7.4
5.3
7.9
6.1
2.9
6.7
2.7
9.3
5.3
Kennedy's backing/Democrat
in White House
5.4
4.1
6.7
6.7
5.0
3.1
5.4
6.0
4.7
5.7
His stand on the labor issue/
pro-labor/for the working
man/labor is helping him
4.2
5.3
3.0
3.4
5.0
3.9
4.0
5.9
3.9
4.2
His stand on medicare/campaign
ing for Medicare
3.8
4.2
3.4
4.1
3.3
4.4
4.0
1.8
3.1
4.0
His educational program/doing
a lot for better education
in California
2.6
2.4
2.8
3.0
2.1
2.6
2.7
1.4
1.3
3.0
Other
9.2
9.5
9.0
9.6
9.5
7.6
9.1
10.0
12.2
8.3
Don't know
28.1
23.9
32.2
25.8
28.8
32.7
27.0
39.5
24.0
29.6
114.7
117.8
112.0
116.1
112.6
117.1
115.2
110.0
114.8
114.8
Sums of the columns exceed 100% and the base because of multiple answers.
17
FACTS CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
In answer to the Question: "In the campaign so far, what do you think are the points that have helped Governor Brown the most?"
TOTAL
BY AREA
BY REGISTRATION
BY RELIGION
BY UNION AFFILIATION
Central
Southern
Coast
Valley
Non-
Counties
Counties
Counties
Republican Democrat Other
Catholic Protestant Other
Member Member Refused
Number of respondents
1641
794
549
298
652
876
113
388
1063
190
609
968
64
Percent saying points helping
Brown most are
%
%
%
%
%
%
%
%
%
%
%
%
%
Good record/doing a good job so
far/experienced/incumbent has
the advantage
22.5
22.9
20.8
23.5
16.5
28.1
15.2
25.3
21.3
23.7
22.5
22.5
22.2
Nothing good to speak of
13.7
13.7
13.1
14.4
23.4
6.9
9.1
9.0
15.9
10.4
11.8
15.0
9.9
Has many personal qualities/
fine man/dedicated
9.7
10.5
8.7
7.7
4.6
14.0
6.7
12.4
7.6
16.7
11.5
8.7
8.9
His stand on the water problem/
program for bringing water to
California
9.2
9.3
6.6
14.1
6.6
11.8
4.8
8.9
8.6
13.3
10.7
8.4
6.7
Nixon as his opponent/better
than Nixon/Nixon no real
opposition
6.3
5.9
5.8
9.4
4.6
7.8
4.8
7.7
5.2
10.0
6.0
6.2
5.6
Kennedy's backing/Democrat
in White House
5.4
5.2
5.8
6.0
6.4
4.8
4.8
4.5
5.9
4.4
4.5
5.9
7.8
His stand on the labor issue/
pro-labor/for the working
man/labor is helping him
4.2
4.0
4.0
5.0
3.8
4.4
5.5
3.5
4.3
4.8
5.7
3.3
3.3
His stand on medicare/campaign-
ing for Medicare
3.8
3.0
4.0
7.4
2.4
4.5
6.0
4.0
3.5
4.8
4.0
3.6
4.4
His educational program/doing
a lot for better education
in California
2.6
2.6
2.0
3.4
1.0
3.7
3.0
2.2
2.5
3.7
4.2
1.7
1.1
Other
9.2
8.3
9.8
13.1
9.4
9.2
8.5
8.7
9.6
8.1
9.6
9.0
9.9
Don't know
28.1
27.3
34.8
20.5
28.9
26.0
40.0
29.3
28.7
22.6
26.0
29.6
26.7
114.7
112.7
115.4
124.5
107.6
121.2
108.4
115.5
113.1
122.5
117.1
113.9
106.5
Continued
Sums of the columns exceed 100% and the base because of multiple answers.
18
FACTS CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
In answer to the Question: "What are the points which have done Governor Brown the most harm?"
TOTAL
BY AREA
BY RECISTRATION
BY RELIGION
BY UNION AFFILIATION
Central
Southern
Coast
Valley
Non-
Counties
Counties
Counties
Republican Democrat Other
Catholic Protestant Other
Member Member Refused
Number of respondents
1641
794
549
298
652
876
113
388
1063
190
609
968
64
Percent saying points doing
Brown the most harm are...
%
%
%
%
%
%
%
%
%
%
%
%
%
His stand on capital punishment/
the Chessman case
17.4
17.1
14.4
24.5
17.5
17.8
13.9
18.6
17.3
15.2
17.1
17.6
17.7
His stand on miscellaneous
issues - narcotics, water,
taxes, medicare, C.D.C.
16.8
20.6
8.7
10.7
20.7
14.0
15.8
12.9
18.9
12.2
14.7
17.7
21.1
Indecisive/wishy washy/
hedges on important issues/
sways with public opinion
13.5
12.8
15.9
12.8
18.0
10.5
10.9
10.8
14.5
13.7
10.6
15.4
11.1
Poor administrator/doesn't
keep campaign promises/doesn't
run state well/has too many
departments/spends money
unwisely
13.1
13.5
10.9
14.8
21.4
7.1
10.9
9.9
15.1
7.8
8.6
15.7
13.3
Nothing bad to speak of
11.1
12.0
8.6
11.1
5.4
15.6
9.7
11.0
11.2
10.3
13.7
9.9
5.6
Poor conduct/unappealing
personality
3.6
3.9
2.5
4.4
5.1
2.6
3.0
3.3
3.5
4.8
2.5
4.4
2.2
Mud-slinging/unduly critical/
smear campaign against Nixon
2.4
2.7
1.7
2.3
2.8
1.8
4.8
2.4
2.1
4.1
2.1
2.5
3.3
Connection with union leaders/
backed by the unions/sides
with unions
1.6
1.8
07
2.0
2.2
1.0
2.4
2.1
1.4
1.5
1.7
1.6
-
His stand on the Senate
Reapportionment bill
.5
.8
.1
.3
1.0
.1
1.8
.3
.8
-
.6
.6
-
Other
8.0
7.8
7.6
9.7
7.8
7.7
11.5
7.2
7.5
12.6
8.6
7.4
13.3
Don't know
27.4
24.5
37.6
24.2
20.9
32.2
29.1
33.1
24.8
31.1
29.2
26.6
22.3
115.4
117.5
108.7
116.8
122.8
110.4
113.9
111.6
117.1
113.3
109.4
119.4
109.9
Continued
Sums of the columns exceed 100% and the base because of multiple answers.
10
FACTS CONSOLIDATED
Marketing Services Division of C-E-1-R, Inc.
In answer to the Question: "What are the points which have done Governor Brown the most harm?"
BY STANDARD
TOTAL
BY SEX
BY AGE
BY RACE
OF LIVING
Non-
Male
Female
21 to 39 40 to 59 Over 60
White
White
A & B
C & D
Number of respondents
1641
800
841
695
685
261
1491
150
438
1203
Percent saying points doing
Brown the most harm are...
%
%
%
%
%
%
%
%
%
%
His stand on capital punishment/
the Chessman case
17.4
19.2
15.7
16.1
19.1
16.6
18.1
10.9
21.1
16.2
His stand on miscellaneous
issues - narcotics, water,
taxes, medicare, C.D.C.
16.8
16.2
17.3
15.4
18.2
16.4
17.6
8.6
20.0
15.7
Indecisive/wishy washy/
hedges on important issues/
sways with public opinion
13.5
16.1
11.1
14.2
13.3
12.2
14.3
5.5
15.6
12.8
Poor administrator/doesn't
keep campaign promises/doesn't
run state well/has too many
departments/spends money
unwisely
13.1
15.1
11.1
14.2
13.1
9.9
13.9
5.0
14.9
12.4
Nothing bad to speak of
11.1
10.7
11.4
11.5
9.8
13.2
10.4
18.2
8.3
12.0
Poor conduct/unappealing
personality
3.6
3.8
3.5
3.9
3.8
2.6
3.7
2.7
4.4
3.4
Mud-slinging/unduly critical/
smear campaign against Nixon
2.4
1.9
2.9
3.2
1.5
2.6
2.5
1.4
2.9
2.2
Connection with union leaders/
backed by the unions/sides
with unions
1.6
2.0
1.1
.8
2.7
.5
1.6
.9
1.3
1.6
His stand on the Senate
Reapportionment bill
.5
1.1
.1
.2
1.0
.5
.5
.9
1.5
.3
Other
8.0
8.1
7.9
9.2
7.1
7.3
8.3
5.0
8.3
7.9
Don't know
27.4
23.1
31.5
24.9
27.4
34.3
25.8
44.1
22.5
29.1
115.4
117.3
113.6
113.6
117.0
116.1
116.7
103.2
120.8
113.6
Sums of the columns exceed 100% and the base because of multiple answers.
20
FACTS CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
In answer to the Question: "What is your main reason for voting for Nixon?"
TOTAL
BY AREA
BY REGISTRATION
BY RELIGION
BY UNION AFFILIATION
Central
Southern
Coast
Valley
Non-
Counties
Counties
Counties
Republican Democrat Other
Catholic Protestant Other
Member Member Refused
Number of respondents saying
they will vote for Nixon
689
365
208
116
540
110
39
106
536
47
184
474
31
Percent saying their main
reason is
%
%
%
%
%
%
%
%
%
%
%
%
%
Best man for the job/better
qualified/more capable than
Brown
37.0
35.9
42.8
33.7
37.8
32.5
39.7
32.2
37.0
48.5
42.4
34.9
40.5
He was a good Vice-President/
experienced in national
government
20.7
21.0
18.8
21.6
21.1
18.0
22.2
29.8
18.7
24.2
19.2
21.0
26.2
He's a Republican/I'11 go
along with my party
13.8
15.0
9.1
13.8
17.0
9.6
14.6
13.6
13.6
11.8
14.7
9.5
Don't like Brown
12.6
11.6
14.0
17.2
11.4
20.3
6.3
8.9
14.0
4.5
15.1
12.3
2.4
He's honest/sincere/has many
personal qualities/appealing
personality
11.7
11.8
13.0
8.7
12.2
8.7
12.7
12.0
11.8
9.1
12.6
11.8
4.8
He's conservative/agree with
his policies
10.7
9.3
10.6
19.9
10.9
8.1
15.8
10.8
11.1
6.1
10.7
10.7
11.9
We need a change of government
6.7
6.6
7.2
6.8
5.0
15.1
6.3
4.4
7.0
9.1
8.5
6.2
4.8
He has the state's interest at
heart/he's a native son/knows
California's problems
4.6
5.0
3.3
4.3
4.9
4.6
-
1.9
5.3
1.5
4.4
4.4
7.1
He's the lesser of two evils
3.2
3.0
3.3
4.3
2.7
6.4
1.6
4.4
3.1
1.5
2.2
3.6
2.4
He's a Protestant/a Quaker
1.2
1.3
-
2.5
1.4
.6
-
1.2
1.3
-
1.1
.9
7.1
Other
.7
.6
.9
.8
.5
1.8
-
-
.8
-
-
.9
-
Don't know
3.4
3.2
3.9
3.4
3.1
3.0
8.0
3.8
3.0
7.6
4.1
3.4
-
126.3
124.3
126.9
137.0
128.0
119.1
122.2
124.0
126.7
125.7
132.1
124.8
116.7
Sums of the columns exceed 100% and the base because of multiple answers.
97
Continued
22.10a
21
FACTS CONSOLDATED
Marketing Services Division of C-E-I-R, Inc.
In answer to the Question: "What is your main reason for voting for Nixon?"
BY STANDARD
TOTAL
BY SEX
BY AGE
BY RACE
OF LIVING
Non-
Male
Female
21 to 39 40 to 59 Over 60
White
White
A & B
C & D
Number of respondents saying
they will vote for Nixon
689
332
357
257
320
112
666
23
227
462
Percent saying their main
reason is...
%
%
%
%
%
%
%
%
%
%
Best man for the job/better
qualified/more capable than
Brown
37.0
37.9
36.2
33.4
36.5
46.3
36.8
42.1
34.6
38.1
He was a good Vice=President/
experienced in national
government
20.7
20.8
20.6
18.0
21.9
23.4
20.2
34.2
20.3
20.9
He's a Republican/I'11 go
along with my party
13.8
14.6
13.0
14.9
10.4
20.6
14.3
-
10.1
15.4
Don't like Brown
12.6
13.1
12.1
15.7
11.8
8.0
12.8
7.9
14.0
11.9
He's honest/sincere/has many
personal qualities/appealing
personality
11.7
8.4
14.6
8.2
11.8
18.9
11.7
10.6
14.3
10.4
He's conservative/agree with
his policies
10.7
10.8
10.7
15.7
8.6
5.7
10.4
18.4
12.5
9.9
We need a change of government
6.7
6.8
6.7
7.2
6.9
5.1
6.7
7.9
7.8
6.3
He has the state's interest at
heart/he's a native son/knows
California's problems
4.6
2.8
6.1
4.9
4.5
4.0
4.6
2.6
3.9
4.9
He's the lesser of two evils
3.2
1.8
4.5
3.3
3.5
2.3
3.3
-
3.9
2.9
He's a Protestant/a Quaker
1.2
1.4
1.1
1.3
1.2
1.1
1.3
-
.9
1.4
Other
.7
.4
.9
.5
.8
.6
.7
a
1.2
.4
Don't know
3.4
4.8
2.2
3.1
4.5
1.1
3.4
2.6
2.7
3.8
126.3
123.6
128.7
126.2
122.4
137.1
126.2
126.3
126.2
126.3
Sums of the columns exceed 100% and the base because of multiple answers.
23
FACTS CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
In answer to the Question: "In the campaign so far, what do you think are the points that have helped Richard Nixon the most?"
TOTAL
BY AREA
BY REGISTRATION
BY RELIGION
BY UNION AFFILIATION
Central
Southern
Coast
Valley
Non-
Counties
Counties
Counties
Republican Democrat Other
Catholic Protestant Other
Member Member Refused
Number of respondents
1641
794
549
298
652
876
113
388
1063
190
609
968
64
Percent saying points helping
Nixon most are...
%
%
%
%
%
%
%
%
%
%
%
%
%
Good record/experience as Vice-
President/candidate for
President/knows national and
foreign problems
34.0
37.2
26.1
32.2
46.3
26.5
21.2
31.4
35.7
30.0
30.9
36.2
27.8
Nothing good to speak of
16.5
15.6
15.7
22.8
7.1
24.3
12.2
19.7
15.0
18.5
21.2
14.0
11.1
Native son of California/knows
California's problems/inter-
ested in the state
6.0
7.6
3.1
2.7
8.2
5.0
.6
6.3
6.0
5.2
5.5
6.5
2.2
Has many personal qualities/fine
man/good attitude and approach/
not a mud-slinger
6.0
7.2
3.8
3.7
10.6
1.9
10.9
4.9
6.6
4.8
4.0
6.9
10.0
Eisenhower's backing/support
from other leaders
4.7
4.9
4.4
4.4
3.6
6.0
1.8
6.1
3.9
6.7
5.7
4.1
5.6
Fights against communism/knows
communist problem/Alger Hiss
case
3.7
4.3
2.5
2.3
6.5
1.5
4.3
1.9
4.5
2.6
2.6
4.1
6.7
His stand on miscellaneous
issues-narcotics
3.6
3.1
4.0
5.0
4.7
2.7
3.6
3.7
3.7
2.6
2.9
4.1
2.2
Good administrative ability
3.6
3.5
4.4
2.3
5.8
1.9
3.0
3.1
3.7
3.7
2.5
4.1
5.6
His stand against the John
Birch Society
1.9
2.1
1.3
2.0
1.7
2.0
2.4
1.2
1.7
4.8
2.3
1.8
1.1
Brown as his opponent/better
than Brown/ready for a change
of Governor
1.7
2.0
1.0
1.3
2.0
1.4
2.4
1.5
1.9
.7
1.4
2.0
1.1
Other
7.3
7.1
8.6
6.4
7.1
7.4
7.9
5.5
7.2
11.8
7.6
7.1
7.8
Don't know
25.0
21.9
34.9,
23.2
19.3
28,2
34.5
25.3
24.8
25.6
24.2
25.0
33.2
114.0
116.5
109.8
108.3
122.9
108.7
104.8
110.6
114.7
117.0
110.8
115.9
114.4
Continued
Sums of the columns exceed 100% and the base because of multiple answers.
20
FACTS
CONSOLEDATED
Marketing Services Division of C-E-I-R, Inc.
In answer to the Question: "In the campaign SO far, what do you think are the points that have helped Richard Nixon the most?"
BY STANDARD
TOTAL
BY SEX
BY AEE
BY RACE
OF LIVING
Non-
Male
Female
21 to 39 40 to 59 Over 60
White
White
A & B
C&D
Number of respondents
1641
800
841
695
685
261
1491
150
438
1203
Percent saying points helping
Nixon most are
%
%
%
%
%
%
%
%
%
%
Good record/experience as Vice-
President/candidate for
President/knows national and
foreign problems
34.0
33.2
35.0
37.1
31.3
32.9
35.6
19.1
34.0
34.0
Nothing good to speak of
16.5
17.5
15.6
17.3
16.3
15.1
16.1
20.5
16.3
16.6
Native son of California/knows
California's problems/inter-
ested in the state
6.0
5.9
6.0
5.7
6.3
5.7
6.1
4.1
6.2
5.9
Has many personal qualities/fine
man/good attitude and approach/
not a mud-slinger
6.0
5.5
6.5
4.6
6.4
8.6
6.3
2.7
5.7
6.1
Eisenhower's backing/support
from other leaders
4.7
6.3
3.2
5.4
4.3
3.9
4.8
4.1
4.1
4.9
Fights against communism/knows
communist problem/Alger Hiss
case
3.7
3.9
3.4
2.5
4.9
3.4
3.8
1.8
4.1
3.5
His stand on miscellaneous
issues-nazeotics
3.6
3.7
3.4
3.8
3.7
2.9
3.9
.5
5.7
2.9
Good administrative ability
3.6
4.0
3.2
3.8
3.5
3.4
3.9
.5
3.9
3.5
His stand against the John
Birch Society
1.9
2.5
1.4
1.8
2.4
1.0
1.9
1.8
2.4
1.8
Brown as his opponent/better
than Brown/ready for a change
of Governor
1.7
2.0
1.4
1.7
2.4
D
1.8
.9
3.7
1.0
Other
7.3
7.6
7.0
8.3
6.8
6.0
7.4
5.9
7.3
7.3
Don't know
25.0
22.8
27.1
21.9
25.4
32.2
23.1
45.4
21.2
26.3
114.0
114.9
113.2
113.9
113.7
115.1
114.7
107.3
114.6
113.8
Sums of the columns exceed 100% and the base because of multiple answers.
24
FACTS CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
In answer to the Question: "What are the points which have done Richard Nixon the most harm?"
TOTAL
BY AREA
BY REGISTRATION
BY RELIGION
BY UNION AFFILIATION
Central
Southern
Coast
Valley
Non-
Counties
Counties
Counties
Republican Democrat Other
Catholic Protestant Other
Member Member Refused
Number of respondents
1641
794
549
298
652
876
113
388
1063
190
609
968
64
Percent saying points doing
Nixon most harm are
%
%
%
%
%
%
%
%
%
%
%
%
%
Mud-slinging/smear campaign
tactics/calls everbody a
communist
9.8
8.4
9.7
17.4
8.0
11.4
8.5
8.5
10.4
9.3
9.1
10.3
7.8
Poor record/disliked his
actions as Vice-President/
hurt country in his trip to
South America/lost presidential
election
9.7
10.5
8.2
8.1
8.2
10.6
10.9
12.2
8.4
11.9
9.5
9.7
11.1
Indecisive/evasive/contradictory/
double-talker
8.5
8.8
4.7
14.1
5.6
11.2
5.5
10.3
7.5
10.7
11.0
7.1
7.8
Republican party is split/no
internal unity/fight with
Shell and other Republicans
8.1
9.9
4.9
4.7
12.7
4.7
8.5
5.4
9.2
7.8
8.2
8.4
3.3
Unappealing personality/
unpopular
7.2
7.6
6.0
7.4
6.5
7.7
7.9
10.5
5.8
8.1
7.6
6.9
6.7
Using the Governorship as a
stepping-stone to the White
House/really wants to be
President
5.7
5.2
5.8
8.4
5.0
5.9
8.5
6.6
5.3
6.3
5.1
6.0
6.7
Dishonest tactics/making "deals"
with opponents/buying people
off
4.4
4.4
4.2
5.0
3.2
5.6
3.0
3.1
4.1
9.3
4.2
4.8
-
Insincere/tricky/can't trust him
4.1
3.5
5.1
5.0
1.8
5.9
2.4
3.5
3.7
7.4
4.5
3.7
5.6
No experience in state government
3.7
4.0
1.8
5.7
3.8
3.6
4.2
5.4
3.5
1.8
3.4
4.2
-
Other
16.8
12.8
17.8
9.4
17.5
16.7
13.3
12.9
17.9
18.1
16.1
16.8
23.3
Nothing bad to speak of
9.2
9.8
8.2
7.4
13.8
5.3
11.5
7.0
10.7
4.8
7.1
10.8
2.2
Don't know
24.5
21.8
32.1
24.8
22.5
25.6
28.5
25.4
24.6
21.5
25.9
23.6
27.8
111.7
111.7
108.5
117.4
108.6
114.2
112.7
110,8
111.1
117.0
111.7
112.3
102.3
Continued
Sums of the columns exceed 100% and the base because of multiple answers.
25
FACTS CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
In answer to the Question: "What are the points which have done Richard Nixon the most harm?"
BY STANDARD
TOTAL
BY SEX
BY AGE
BY RACE
OF LIVING
Non-
Male
Female
21 to 39 40 to 59 Over 60
White
White
A & B
C & D
Number of respondents
1641
800
841
695
685
261
1491
150
438
1203
Percent saying points doing
Nixon most harm are...
%
%
%
%
%
%
%
%
%
%
Mud-slinging/smear campaign
tactics/calls everybody a
communist
9.8
9.8
9.8
11.4
9.1
7.7
10.0
7.7
11.5
9.3
Poor record/disliked his
actions as Vice-President/
hurt country in his trip to
South America/lost presidential
election
9.7
11.4
8.0
11.5
9.2
6.2
10.0
6.4
12.0
8.9
Indecisive/evasive/contradictory/
double-talker
8.5
10.4
6.8
8.3
8.8
8.6
9.0
4.1
8.0
8.7
Republican party is split/no
internal unity/fight with
Shell and other Republicans
8.1
8.9
7.4
8.9
8.5
5.5
8.7
2.7
7.8
8.3
Unappealing personality/
unpopular
7.2
6.3
8.1
8.5
6.9
4.2
6.6
12.7
6.7
7.3
Using the Governorship as a
stepping-stone to the White
House/really wants to be
President
5.7
6.8
4.7
8.5
4.5
1.6
5.7
6.0
6.0
5.6
Dishonest tactics/making "deals"
with opponents/buying people
off
4.4
4.2
4.6
3.7
5.0
4.7
4.7
2.3
5.5
4.0
Insincere/tricky/can't trust him
4.1
5.1
3.1
5.0
3.3
3.6
4.0
4.5
4.6
3.9
No experience in state government
3.7
3.4
4.1
3.7
3.7
4.2
4.0
1.4
4.6
3.5
Other
16.8
18.7
14.9
16.4
16.6
18.1
17.7
7.7
17.8
16.4
Nothing bad to speak of
9.2
7.9
10.3
6.9
8.7
16.4
9.4
6.8
8.4
9.4
Don't know
24.5
21.6
27.2
22.7
25.1
27.3
22.5
44.1
21.1
25.6
111.7
114.5
109.0
115.5
109.4
108.1
112.3
106.4
114.0
110.9
26
Sums of the columns exceed 100% and the base because of multiple answers.
FACTS CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
In answer to the Questions: "Without considering your own party registration but thinking only of the problems California has today, which
party do you feel is better able to solve these problems, the Republican or Democratic?"
"Pat Brown has accused Richard Nixon of being a candidate for Governor only in order to further his plans to be
a candidate for the Presidency in 1964. Do you believe this charge by Brown or do you not believe it?"
"If Nixon ever said he would accept a draft to run for President in 1964 do you think that would cause him to
lose a lot of his present support?"
TOTAL
BY AREA
BY REGISTRATION
BY RELIGION
BY UNION AFFILIATION
Central
Southern
Coast
Valley
Non-
Counties
Counties
Counties
Republican Democrat Other
Catholic Protestant Other
Member Member Refused
Number of respondents
1641
794
549
298
652
876
113
388
1063
190
609
968
64
Percent saying party better able
to solve state's problem is
%
%
%
%
%
%
%
%
%
%
%
%
%
Republican
37.4
38.8
32.8
38.6
79.8
6.6
28.5
24.7
44.7
21.5
25.2
44.1
46.7
Democratic
44.3
42.8
48.8
43.6
6.1
75.6
24.8
58.2
36.4
60.7
57.8
36.8
34.4
Don't know
18.3
18.4
18.4
17.8
14.1
17.8
46.7
17.1
18.9
17.8
17.0
19.1
18.9
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Percent saying they
%
%
%
%
%
%
%
%
%
%
%
%
%
Believe charges
47.8
48.0
48.0
45.9
25.2
66.4
35.2
57.1
42.0
61.9
55.0
43.8
41.1
Do not believe charges
39.2
39.3
39.0
39.3
61.3
22.2
42.4
29.3
44.8
27.4
32.0
43.3
43.3
Don't know
13.0
12.7
13.0
14.8
13.5
11.4
22.4
13.6
13.2
10.7
13.0
12.9
15.6
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Percent saying Nixon accepting
a Presidential draft in 1964
%
%
%
%
%
%
%
%
%
%
%
%
%
Would cause him to lose
a lot of his present
support
54.5
53.3
54.1
61.4
50.3
58.6
46.6
54.4
53.9
58.2
55.4
55.0
36.7
Would not cause him to
lose support
31.5
34.1
27.3
25.6
37.9
26.4
34.0
28.7
32.6
31.1
27.6
33.8
32.2
Don't know
14.0
12.6
18.6
13.0
11.8
15.0
19.4
16.9
13.5
10.7
17.0
11.2
31.1
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Continued
27
FACTS CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
In answer to the Questions: "Without considering your own party registration but thinking only of the problems California has today, which
party do you feel is better able to solve these problems, the Republican or Democratic?"
"Pat Brown has accused Richard Nixon of being a candidate for Governor only in order to further his plans to be
a candidate for the Presidency in 1964. Do you believe this charge by Brown or do you not believe it?"
"If Nixon ever said he would accept a draft to run for President in 1964 do you think that would cause him to
lose a lot of his present support?"
BY STANDARD
TOTAL
BY SEX
BY AGE
BY RACE
OF LIVING
Non-
Male
Female
21 to 39 40 to 59 Over 60
White
White
A & B
C & D
Number of respondents
1641
800
841
695
685
261
1491
150
438
1203
Percent saying party better able
to solve state's problem is
%
%
%
%
%
%
%
%
%
%
Republican
37.4
38.4
36.5
31.5
41.6
41.8
40.0
12.3
49.5
33.3
Democratic
44.3
44.5
44.1
50.6
39.5
40.3
41.3
74.5
35.6
47.2
Don't know
18.3
17.1
19.4
17.9
18.9
17.9
18.7
13.2
14.9
19.5
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Percent saying they
%
%
%
%
%
%
%
%
%
%
Believe charges
47.8
50.1
45.6
53.2
44.3
42.9
47.2
53.6
46.4
48.2
Do not believe charges
39.2
38.2
40.1
34.2
41.8
45.7
40.5
25.9
43.4
37.8
Don't know
13.0
11.7
14.3
12.6
13.9
11.4
12.3
20.5
10.2
14.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Percent saying Nixon accepting
= Presidential draft in 1964
%
%
%
%
%
%
%
%
%
%
Would cause him to lose
a lot of his present
support
54.5
57.2
51.9
60.1
50.0
51.4
54.8
50.9
51.5
55,5
Would not cause him to
lose support
31.5
32.0
31.1
28.5
33.3
34.8
32.1
25.5
39.8
28.8
Don't know
14.0
10.8
17.0
11.4
16.7
13.8
13.1
23.6
8.7
15.7
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
23
FACTS
CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
VOTERS RESPONSES TO VARIOUS
ELECTION FACTORS
In answer to the Questions: "Would the fact that a candidate was identified with extremely liberal groups make you more inclined to vote for
him less inclined to vote for him or doesn't it make any difference?"
"Would the fact that a candidate was identified with extremely conservative groups make you more inclined to vote
for him -- less inclined to vote for him -- or doesn't it make any difference?"
"Would the fact that a candidate was identified as a "Middle of the Roader" make you more inclined to vote for
him less inclined to vote for him or doesn't it make any difference?"
TOTAL
BY AREA
BY REGISTRATION
BY RELIGION
BY UNION AFFILIATION
Central
Southern
Coast
Valley
Non-
Counties
Counties
Counties
Republican Democrat Other
Catholic Protestant Other
Member Member Refused
Number of respondents
1641
794
549
298
652
876
113
388
1063
190
609
968
64
Percent saying identification
with liberal groups would
influence them to vote for a
candidate
%
%
%
%
%
%
%
%
%
%
%
%
%
More
17.7
18.0
19.1
13.1
4.7
27.9
13.9
15.9
15.1
36.3
21.1
15.3
22.2
Less
40.0
40.2
37.0
44.3
63.7
22.0
40.0
32.0
45.8
22.2
31.8
44.6
43.4
No difference
31.8
30.9
35.2
30.5
23.3
38.7
27.9
38.7
29.0
33.7
36.4
29.8
20.0
Don't know
10.5
10.9
8.7
12.1
8.3
11.4
18.2
13.4
10.1
7.8
10.7
10.3
14.4
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Percent saying identification
with conservative groups would
influence them to vote for a
candidate
%
%
%
%
%
%
%
%
%
%
%
%
%
More
24.5
27.4
16.2
24.1
41.5
13.1
13.9
17.0
29.5
11.1
20.0
26.6
35.6
Less
33.8
30.1
41.9
38.0
22.9
41.2
38.2
33.8
30.2
54.1
36.4
32.0
34.4
No difference
31.5
31.8
34.2
25.5
27.5
35.0
29.1
37.5
30.1
27.4
33.4
31.1
20.0
Don't know
10.2
10.7
7.7
12.4
8.1
10.7
18.8
11.7
10.2
7.4
10.2
10.3
10.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Percent saying identification
as "middle of the road" would
influence them to vote for a
candidate
%
%
%
%
%
%
%
%
%
%
%
%
%
More
26.7
24.0
29.0
36.6
31.7
22.6
29.7
24.4
29.0
18.6
24.4
27.6
34.4
Less
20.4
22.2
20,2
10.4
22.7
19.4
13.9
15.7
21.5
23.8
22.0
19.6
18.9
No difference
41.3
41.9
41.1
39.0
36.1
46.0
35.2
45.7
38.4
48.8
41.8
41.3
35.6
Don't know
11.6
11.9
9.7
14.0
9.5
12.0
21.2
14.2
11.1
8.8
11.8
11.5
11.1
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Continued
29
FACTS
CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
In answer to the Questions: "Would the fact that a candidate was identified with extremely liberal groups make you more inclined to vote for
him less inclined to vote for him -- or doesn't it make any difference?"
"Would the fact that a candidate was identified with extremely conservative groups make you more inclined to vote
for him less inclined to vote for him -- or doesn't it make any difference?"
"Would the fact that a candidate was identified as a "Middle of the Roader" make you more inclined to vote for
him less inclined to vote for him or doesn't it make any difference?"
BY STANDARD
TOTAL
BY SEX
BY AGE
BY RACE
OF LIVING
Non-
Male
Female
21 to 39 40 to 59 Over 60
White
White
A & B
C & D
Number of respondents
1641
800
841
695
685
261
1491
150
438
1203
Percent saying identification
with liberal groups would
influence them to vote for a
candidate
%
%
%
%
%
%
%
%
%
%
More
17.7
18.8
16.6
20.2
15.5
16.6
16.8
26.4
13.5
19.1
Less
40.0
41.3
38.7
37.4
43.6
36.9
42.5
14.6
51.5
36.1
No difference
31.8
31.3
32.2
31.8
29.5
37.9
31.4
35.8
28.1
33.0
Don't know
10.5
8.6
12.5
10.6
11.4
8.6
9.3
23.2
6.9
11.8
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Percent saying identification
with conservative groups would
influence them to vote for a
candidate
%
%
%
%
%
%
%
%
%
%
More
24.5
24.8
24.3
22.6
26.2
24.9
26.3
6.8
32.5
21.8
Less
33.8
36.2
31.3
38.4
31.4
27.8
34.0
30.5
33.9
33.6
No difference
31.5
30.4
32.6
29.7
31.1
37.4
30.7
40.0
28.6
32.5
Don't know
10.2
8.6
11.8
9.3
11.3
9.9
9.0
22.7
5.0
12.1
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Percent saying identification
as "middle of the road" would
influence them to vote for a
candidate
%
%
%
%
%
%
%
%
%
%
More
26.7
29.3
24.1
25.5
28.5
25.2
27.9
14.5
31.8
25.0
Less
20.4
19.9
20.9
20.7
20.3
19.5
20.7
16.8
22.2
19.7
No difference
41.3
40.8
41.9
43.7
37.7
44.7
41.3
41.8
36.4
43.0
Don't know
11.6
10.0
13.1
10.1
13.5
10.6
10.1
26.9
9.6
12.3
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
30
FACTS
CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
In answer to the Question: "Which of the following statements comes closest to expressing the way you feel?"
TOTAL
BY AREA
BY REGISTRATION
BY RELIGION
BY UNION AFFILIATION
Central
Southern
Coast
Valley
Non-
Counties
Counties
Counties
Republican Democrat Other
Catholic Protestant Other
Member Member Refused
Number of respondents
1641
794
549
298
652
876
113
388
-1063
190
609
968
64
Percent saying they agree
more closely with
%
%
%
%
%
%
%
%
%
%
%
%
%
A. I am going to judge each
candidate separately,
regardless of political
party
62.9
59.8
71.2
64.4
61.8
61.6
81.2
64.0
63.3
58.9
61.2
63.4
72.2
B. I will probably go along
with all of the candidates
nominated by my own party
32.5
35.6
25.1
29.5
33.8
34.0
13.3
30.3
32.7
35.9
33.8
32.5
21.1
Don't know
4.6
4.6
3.7
6.1
4.4
404
5.5
5.7
4.0
5.2
5.0
4.1
6.7
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Continued
31
FACTS
CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
In answer to the Question: "Which of the following statements comes closest to expressing the way you feel?"
BY STANDARD
TOTAL
BY SEX
BY AGE
BY RACE
OF LIVING
Non-
Male
Female
21 to 39 40 to 59 Over 60
White
White
A & B
C & D
Number of respondents
1641
800
841
695
685
261
1491
150
438
1203
Percent saying they agree
more closely with
%
%
%
%
%
%
%
%
%
%
A. I am going to judge each
candidate separately,
regardless of political
63.3
59.1
64.8
62.3
party
62.9
61.9
64.0
67.5
61.4
55.6
B. I will probably go along
with all of the candidates
nominated by my own party
32.5
33.3
31.8
27.8
33.8
41.3
32.0
37.7
31.0
33.1
Don't know
4.6
4.8
4.2
4.7
4.8
3.1
4.7
3.2
4.2
4.6
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
32
FACTS CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
In
answer to the Questions: "If President Eisenhower comes to California to campaign for Nixon and the other Republican candidates, would this
influence you to vote for or against Nixon, or wouldn't it make any difference?"
"If Governor Rockefeller comes to California to campaign for Nixon and the other Republican candidates, would this
influence you to vote for or against Nixon, or wouldn't it make any difference?"
"If Barry Goldwater comes to California to campaign for Nixon and the other Republican candidates, would this influence
you to vote for or against Nixon, or wouldn't it make any difference?"
TOTAL
BY AREA
BY REGISTRATION
BY RELIGION
BY UNION AFFILIATION
Central
Southern
Coast
Valley
Non-
Counties
Counties
Counties
Republican
Democrat
Other
Catholic Protestant
Other
Member
Member
Refused
Number of respondents
1641
794
549
298
652
876
113
388
1063
190
609
968
64
Percent saying campaign by
ex-President Eisenhower would
influence them to vote
%
%
%
%
%
%
%
%
%
%
%
%
%
For Nixon
13.0
14.6
10.5
9.1
22.2
6.1
11.5
12.4
14.1
7.8
12.5
13.0
17.8
Against Nixon
6.8
7.2
6.3
6.0
1.9
11.0
3.6
8.5
5.6
10.7
10.2
5.0
5.6
Make no difference
77.5
75.1
81.2
83.2
74.9
80.2
72.1
76.7
77.4
79.2
74.2
79.6
73.3
Don't know
2.7
3.1
2.0
1.7
1.0
2.7
12.8
2.4
2.9
2.3
3.1
2.4
3.3
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Percent saying campaign by
Governor Rockefeller would
influence them to vote
%
%
%
%
%
%
%
%
%
%
%
%
%
For Nixon
8.0
8.4
7.6
6.4
13.2
4.5
3.6
7.3
8.0
9.2
7.5
8.1
11.1
Against Nixon
7.6
8.7
5.5
5.4
4.9
9.8
4.8
8.4
7.1
8.6
9.6
6.5
5.6
Make no difference
81.1
79.1
84.0
86.5
80.4
82.7
74.6
81.2
81.4
79.3
78.4
83.0
76.6
Don't know
3.3
3.8
2.9
1.7
1.5
3.0
17.0
3.1
3.5
2.9
4.5
2.4
6.7
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Percent saying campaign by
Barry Goldwater would
influence them to vote
%
%
%
%
%
%
%
%
%
%
%
%
%
For Nixon
8.3
9.8
4.9
6.0
16.1
3.2
1.2
8.7
9.1
2.6
5.7
9.7
10.0
Against Nixon
11.6
11.2
11.7
13.4
4.9
16.8
9.7
12.2
9.7
21.5
16.0
9.3
5.6
Make no difference
76.5
74.7
80.5
78.9
77.5
76.7
70.3
74.4
78.1
71.5
73.4
78.4
76.7
Don't know
3.6
4.3
2.9
1.7
1.5
3.3
18.8
4.7
3.1
4.4
4.9
2.6
7.7
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Continued
30
FACTS CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
In answer to the Questions: "If President Eisenhower comes to California to campaign for Nixon and the other Republican candidates, would this
influence you to vote for or against Nixon, or wouldn't it make any difference?"
"If Governor Rockefeller comes to California to campaign for Nixon and the other Republican candidates, would this
influence you to vote for or against Nixon, or wouldn't it make any difference?"
"If Barry Goldwater comes to California to campaign for Nixon and the other Republican candidates, would this influence
you to vote for or against Nixon, or wouldn't it make any difference?"
BY STANDARD
TOTAL
BY SEX
BY AGE
BY RACE
OF LIVING
Non-
Male
Female
21 to 39 40 to 59 Over 60
White
White
A & B
C & D
Number of respondents
1641
800
841
695
685
261
1491
150
438
1203
Percent saying campaign by
ex-President Eisenhower would
influence them to vote
%
%
%
%
%
%
%
%
%
%
For Nixon
13.0
11.7
14.2
9.9
15.2
15.1
13.1
11.8
13.3
12.9
Against Nixon
6.8
7.9
5.9
7.6
6.2
6.8
6.9
6.4
6.3
7.0
Make no difference
77.5
77.5
77.4
80.1
75.0
77.1
77.8
73.6
78.4
77.1
Don't know
2.7
2.9
2.5
2.4
3.6
1.0
2.2
8.2
2.0
3.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Percent saying campaign by
Governor Rockefeller would
influence them to vote
%
%
%
%
%
%
%
%
%
%
For Nixon
8.0
7.5
8.5
6.0
8.8
11.2
8.3
5.5
11.4
6.9
Against Nixon
7.6
8.7
6.5
7.0
7.6
8.8
7.7
6.4
7.3
7.6
Make no difference
81.1
80.7
81.5
84.0
79.2
78.7
81.0
81.8
79.5
81.6
Don't know
3.3
3.1
3.5
3.0
4.4
1.3
3.0
6.3
1.8
3.9
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Percent saying campaign by
Barry Goldwater would
influence them to vote
%
%
%
%
%
%
%
%
%
%
For Nixon
8.3
7.6
8.9
5.4
9.5
12.5
8.5
6.4
12.5
6.8
Against Nixon
11.6
13.5
9.7
14.3
9.6
9.6
11.8
9.5
9.9
12.2
Make no difference
76.5
75.6
77.4
77.3
75.8
76.4
76.5
76.8
75.8
76.7
Don't know
3.6
3.3
4.0
3.0
5.1
1.5
3.2
7.3
1.8
4.3
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
34
FACTS CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc
In answer to the Questions: "If President Kennedy comes to California to campaign for Brown and the other Democratic candidates, would this
influence you to vote for or against Brown, or wouldn't it make any difference?"
"If Robert Kennedy comes to California to campaign for Brown and the other Democratic candidates, would this influence
you to vote for or against Brown, or wouldn't it make any difference?"
"If Lyndon Johnson comes to California to campaign for Brown and the other Democratic candidates, would this influence
you to vote for or against Brown, or wouldn't it make any difference?"
TOTAL
BY AREA
BY REGISTRATION
BY RELIGION
BY UNION AFFILIATION
Central
Southern
Coast
Valley
Non-
Counties
Counties
Counties
Republican Democrat Other
Catholic Protestant Other
Member Member Refused
Number of respondents
1641
794
549
298
652
876
113
388
1063
190
609
968
64
Percent saying campaign by
President Kennedy would
influence them to vote
%
%
%
%
%
%
%
%
%
%
%
%
%
For Brown
14.7
15.6
14.2
10.4
4.1
22.7
13.9
20.9
10.3
27.0
19.5
11.2
24.5
Against Brown
9.1
10.2
6.0
9.1
18.5
2.5
4.8
5.7
11.1
4.5
6.7
10.6
8.9
Make no difference
74.4
71.8
78.9
79.9
75.8
73.4
74.6
70.6
77.0
67.0
71.1
76.9
64.4
Don't know
1.8
2.4
.9
.6
1.6
1.4
6.7
2.8
1.6
1.5
2.7
1.3
2.2
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Percent saying campaign by
Robert Kennedy would
influence them to vote
%
%
%
%
%
%
%
%
%
%
%
%
%
For Brown
8.6
9.7
7.3
5.4
1.8
13.7
8.5
13.6
5.6
15.9
12.6
6.1
12.2
Against Brown
10.2
11.0
7.8
10.0
19.5
3.4
7.9
7.3
11.9
5.6
7.5
11.8
8.9
Make no difference
78.7
76.6
82.3
83.6
76.7
80.6
77.5
75.6
80.3
75.9
77.0
80.0
76.7
Don't know
2.5
2.7
2.6
1.0
2.0
2.3
6.1
3.5
2.2
2.6
2.9
2.1
2.2
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Percent saying campaign by
Lyndon Johnson would
influence them to vote
%
%
%
%
%
%
%
%
%
%
%
%
%
For Brown
8.5
9.8
6.9
4.7
1.9
13.8
6.1
13.2
5.7
15.6
12.5
6.3
6.7
Against Brown
9.1
10.0
7.3
7.7
16.9
3.2
7.9
6.8
10.4
6.3
6.8
10.5
7.8
Make no difference
79.5
77.1
82.9
85.9
78.5
80.7
77.0
76.7
81.1
75.9
76.7
81.1
78.8
Don't know
2.9
3.1
2.9
1.7
2.7
2.3
9.0
3.3
2.8
2.2
4.0
2.1
6.7
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Continued
35
FACTS
CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
In answer to the Questions: "If President Kennedy comes to California to campaign for Brown and the other Democratic candidates, would this
influence you to vote for or against Brown, or wouldn't it make any difference?"
"If Robert Kennedy comes to California to campaign for Brown and the other Democratic candidates, would this influence
you to vote for or against Brown, or wouldn't it make any difference?"
"If Lyndon Johnson comes to California to campaign for Brown and the other Democratic candidates, would this influence
you to vote for or against Brown, or wouldn't it make any difference?"
BY STANDARD
TOTAL
BY SEX
BY AGE
BY RACE
OF LIVING
Non-
Male
Female
21
to
39
40
to
59
Over
60
White
White
A & B
C & D
Number of respondents
1641
800
841
695
685
261
1491
150
438
1203
Percent saying campaign by
President Kennedy would
influence them to vote
%
%
%
%
%
%
%
%
%
%
For Brown
14.7
15.7
13.6
15.0
13.7
16.4
13.3
28.2
10.4
16.1
Against Brown
9.1
10.2
8.1
7.4
11.0
8.6
10.0
-
13.0
7.8
Make no difference
74.4
72.6
76.1
76.3
72.8
73.5
74.9
69.1
76.3
73.7
Don't know
1.8
1.5
2.2
1.3
2.5
1.5
1.8
2.7
.3
2.4
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Percent saying campaign by
Robert Kennedy would
influence them to vote,
%
%
%
%
%
%
%
%
%
%
For Brown
8.6
8.9
8.4
9.1
7.9
9.4
7.4
21.4
5.7
9.6
Against Brown
10.2
11.2
9.2
7.9
12.8
8.8
11.1
.5
13.6
9.0
Make no difference
78.7
78.4
79.0
81.3
75.9
79.5
79.1
75.5
79.5
78.4
Don't know
2.5
1.5
3.4
1.7
3.4
2.3
2.4
2.6
1.2
3.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Percent saying campaign by
Lyndon Johnson would
influence them to vote
%
%
%
%
%
%
%
%
%
%
For Brown
8.5
8.7
8.4
9.3
7.6
9.1
7.3
20.9
5.5
9.6
Against Brown
9.1
9.8
8.5
7.7
11.1
7.3
9.8
1.4
12.2
8.0
Make no difference
79.5
78.9
80.0
80.8
77.3
81.8
80.0
74.1
80.8
79.0
Don't know
2.9
2.6
3.1
2.2
4.0
1.8
2.9
3.6
1.5
3.4
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
36
FACTS CONSOLIDATED
Marketing Services Division of C-E-1-R, Inc.
In answer to the Question: "Which of these statements comes closest to the way you personally feel?"
TOTAL
BY AREA
BY REGISTRATION
BY RELIGION
BY UNION AFFILIATION
Central
Southern
Coast
Valley
Non-
Counties
Counties
Counties
Republican Democrat Other
Catholic Protestant Other
Member Member Refused
Number of respondents
1641
794
549
298
652
876
113
388
1063
190
609
968
64
Percent saying they agree more
closely with
%
%
%
%
%
%
%
%
%
%
%
%
%
"It is very important to elect
a governor who agrees with
President Kennedy and his
policies.'
15.0
17.0
10.6
12.4
4.1
23.5
12.1
20.6
11.4
24.1
20.5
11.6
15.6
"It is very important to elect
a good governor, regardless
of whether or not he agrees
with President Kennedy."
82.4
80.9
84.9
86.2
94.5
73.0
86.1
75.4
86.6
73.0
76.6
86.1
78.8
Don't know
2.6
2.1
4.5
1.4
1.4
3.5
1.8
4.0
2.0
2.9
2.9
2.3
5.6
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Continued
37
FACTS CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
In answer to the Question: "Which of these statements comes closest to the way you personally feel?"
BY STANDARD
TOTAL
BY SEX
BY AGE
BY RACE
OF LIVING
Non-
Male
Female
21 to 39 40 to 59 Over 60
White
White
A & B
C & D
Number of respondents
1641
800
841
695
685
261
1491
150
438
1203
Percent saying they agree more
closely with
%
%
%
%
%
%
%
%
%
%
"It is very important to elect
a governor who agrees with
President Kennedy and his
policies. "
15.0
17.0
13.1
12.4
14.7
22.6
13.8
27.3
8.3
17.3
"It is very important to elect
a good governor, regardless
of whether or not he agrees
with President Kennedy."
82.4
80.5
84.2
85.0
82.8
74.5
83.7
69.1
89.6
80.0
Don't know
2.6
2.5
2.7
2.6
2.5
2.9
2.5
3.6
2.1
2.7
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
38
FACTS
In answer to the Questions: "There has been talk about the campaign debating between Nixon and Brown. You may remember that during the 1960
Presidential campaign, there were 4 one-hour debates on television. Today some people say they think that one
debate between Brown and Nixon would answer most of the questions. Others say that more would be necessary. Do
you feel you would want to hear one debate or would you want to watch more or wouldn't you want to watch any?"
"If the debating takes place, there are several styles that might be used: For example it might be a face-to-face
meeting between just Brown and Nixon with them debating the issues with no holds barred --or there might be members
of the press to ask questions of the candidates. Which of these two styles would you prefer -- just two candidates --
or -- outside questions?"
TOTAL
BY AREA
BY REGISTRATION
BY RELIGION
BY UNION AFFILIATION
Central
Southern
Coast
Valley
Non-
Counties
Counties
Counties
Republican Democrat Other
Catholic Protestant Other
Member Member Refused
Number of respondents
1641
794
549
298
652
876
113
388
1063
190
609
968
64
Percent saying they would
want to watch
%
%
%
%
%
%
%
%
%
%
%
%
%
More than one debate
45.6
47.4
42.1
42.6
41.1
48.1
53.3
47.2
43.7
53.3
43.3
47.1
42.2
None
28.7
26.4
31.5
35.6
32.8
26.1
25.5
30.3
28.5
26.7
28.5
28.9
27.8
One
21.1
21.0
22.2
19.5
22.7
20.7
15.2
19.0
22.8
15.9
21.6
20.6
25.6
Don't know
4.6
5.2
4.2
2.3
3.4
5.3
6.0
3.5
5.0
4.1
6.6
3.4
4.4
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Percent saying they would
prefer debate with
%
%
%
%
%
%
%
%
%
%
%
%
%
Outside questions
51.6
51.5
48.4
57.7
51.8
52.6
42.4
47.7
52.7
53.3
50.5
52.0
55.6
Just two candidates
35.3
35.4
38.4
29.2
35.2
35.5
35.2
36.8
34.8
35.6
36.1
35.1
31.1
Don't know
13.1
13.1
13.2
13.1
13.0
11.9
22.4
15.5
12.5
11.1
13.4
12.9
13.3
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Continued
30
FACTS CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
In answer to the Questions: "There has been talk about the campaign debating between Nixon and Brown. You may remember that during the 1960
Presidential campaign, there were 4 one-hour debates on television. Today some people say they think that one
debate between Brown and Nixon would answer most of the questions. Others say that more would be necessary. Do
you feel you would want to hear one debate or would you want to watch more or wouldn't you want to watch any?"
"If the debating takes place, there are several styles that might be used: For example it might be a face-to-face
meeting between just Brown and Nixon with them debating the issues with no holds barred -- or there might be members
of the press to ask questions of the candidates. Which of these two styles would you prefer -- just two candidates --
or -- outside questions?"
BY STANDARD
TOTAL
BY SEX
BY AGE
BY RACE
OF LIVING
Non-
Male
Female
21 to 39 40 to 59 Over 60
White
White
A & B
C & D
Number of respondents
1641
800
841
695
685
261
1491
150
438
1203
Percent saying they would
want to watch
%
%
%
%
%
%
%
%
%
%
More than one debate
45.6
46.2
45.0
52.8
43.2
33.0
45.3
38.6
48.6
45.2
None
28.7
31.4
26.2
23.3
30.3
38.4
29.4
21.4
29.2
28.5
One
21.1
18.5
23.5
19.8
21.5
23.4
21.4
18.6
22.1
20.8
Don't know
4.6
3.9
5.3
4.1
5.0
5.2
3.9
11.4
2.1
5.5
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Percent saying they would
prefer debate with
%
%
%
%
%
%
%
%
%
%
Outside questions
51.6
48.8
54.2
56.0
50.3
43.3
51.6
51.4
50.8
51.8
Just two candidates
35.3
37.0
33.8
34.7
35.0
37.7
35.5
33.2
37.7
34.5
Don't know
13.1
14.2
12.0
9.3
14.7
19.0
12.9
15.4
11.5
13.7
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
40
FACTS CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
STATE ISSUES IN GENERAL
"State Issues in General" Ranked by
Importance to Voters
TOTAL
BY REGISTRATION
Republican
Democrat
Other
Preventing Water Pollution
Important
90.3
91.3
89.8
88.5
Favor
89.3
90.4
88.6
88.5
Oppose
1.0
.9
1.2
-
Increasing State Welfare
Program
Important
74.4
76.2
74.1
66.0
Favor
33.2
16.7
45.5
34.5
Oppose
41.2
59.5
28.6
31.5
Better Use of State Career
Employees
Important
73.6
78.4
71.2
65.4
Favor
71.4
76.1
69.3
61.2
Oppose
2.2
2.3
1.9
4.2
Develop
More State Parks
Important
70.6
69.0
72.4
66.7
Favor
55.7
50.4
60.0
55.2
Oppose
14.9
18.6
12.4
11.5
State Legislature Meet
Oftener or Longer
Important
68.7
68.9
68.5
69.1
Favor
61.6
60.5
62.7
60.0
Oppose
7.1
8.4
5.8
9.1
State Senate Reapportionment
Important
68.7
71.7
67.4
61.8
Favor
52.0
50.1
54.1
47.3
Oppose
16.7
21.6
13.3
14.5
Cut Number and Size of
State Bureaus
Important
67.1
76.3
61.1
60.6
Favor
56.5
68.7
48.3
49.1
Oppose
10.6
7.6
12.8
11.5
Promote Sale of California
Products Overseas
Important
64.7
67.0
64.0
55.8
Favor
61.7
63.1
62.3
48.5
Oppose
3.0
3.9
1.7
7.3
Farm Workers Join Unions
Important
59.3
62.2
58.5
47.9
Favor
24.2
11.6
34.2
19.4
Oppose
35.1
50.6
24.3
28.5
State Legislature Control
State Budget
Important
56.6
60.2
54.3
53.9
Favor
28.0
29.5
26.4
32.1
Oppose
28.6
30.7
27.9
21.8
FACTS CONSOLIDATED
In answer to the Question: "Now here are some more problems that some people think California should solve pretty soon. In fact, you may hear
more about them during the coming political campaign. As you read each one, would you tell me if you think it's
important and you are for it - important but you are against it - or it is not important?"
TOTAL
BY AREA
BY REGISTRATION
BY RELIGION
BY UNION AFFILIATION
Central
Southern
Coast
Valley
Non-
Counties
Counties
Counties
Republican Democrat Other
Catholic Protestant Other
Member Member Refused
Number of respondents
1641
794
549
298
652
876
113
388
1063
190
609
968
64
Percent saying that getting more
California made products sold
overseas is
%
%
%
%
%
%
%
%
%
%
%
%
%
Important, and they favor it
61.7
62.7
57.9
63.4
63.1
62.3
48.5
61.2
62.9
55.9
61.8
61.3
68.9
Important, but they oppose it
3.0
3.8
1.5
1.3
3.9
1.7
7.3
3.1
2.9
3.0
2.7
3.0
4.4
Not important
20.8
19.8
24.6
19.5
20.9
20.5
23.6
18.8
20.2
28.9
19.3
22.4
10.0
Don't know
14.5
13.7
16.0
15.8
12.1
15.5
20.6
16.9
14.0
12.2
16.2
13.3
16.7
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Percent saying that preventing
water pollution is
%
%
%
%
%
%
%
%
%
%
%
%
%
Important, and they favor it
89.3
90.9
90.5
78.5
90.4
88.6
88.5
84.7
90.3
93.7
86.4
90.9
93.3
Important, but they oppose it
1.0
.9
1.3
1.0
.9
1.2
-
1.0
1.1
-
1.0
1.0
-
Not important
2.6
2.4
1.8
5.0
3.0
2.6
-
3.3
2.3
2.6
3.4
2.2
1.1
Don't know
7.1
5.8
6.4
15.5
5.7
7.6
11.5
11.0
6.3
3.7
9.2
5.9
5.6
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Continued
42
FACTS CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
In answer to the Question: "Now here are some more problems that some people think California should solve pretty soon. In fact, you may hear
more about them during the coming political campaign. As you read each one, would you tell me if you think it's
important and you are for it - important but you are against it - or it is not important?"
BY STANDARD
TOTAL
BY SEX
BY AGE
BY RACE
OF LIVING
Non-
Male
Female
21 to 39 40 to 59 Over 60
White
White
A & B
C & D
Number of respondents
1641
800
841
695
685
261
1491
150
438
1203
Percent saying that getting more
California made products sold
overseas is
%
%
%
%
%
%
%
%
%
%
Important, and they favor it
61.7
67.0
56.8
55.3
66.6
65.7
62.1
58.2
67.9
59.6
Important, but they oppose it
3.0
2.9
3.0
3.7
2.5
2.3
3.2
.9
3.1
2.9
Not important
20.8
18.3
23.2
27.0
17.6
13.0
21.2
17.3
15.4
22.7
Don't know
14.5
11.8
17.0
14.0
13.3
19.0
13.5
23.6
13.6
14.8
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Percent saying that preventing
water pollution is
%
%
%
%
%
%
%
%
%
%
Important, and they favor it
89.3
90.3
88.3
87.8
92.0
86.1
90.6
76.8
90.7
88.8
Important, but they oppose it
1.0
1.2
.8
.8
1.0
1.5
.9
1.4
1.3
.9
Not important
2.6
2.7
2.5
3.3
2.2
1.8
2.5
3.2
2.3
2.7
Don't know
7.1
5.8
8.4
8.1
4.8
10.6
6.0
18.6
5.7
7.6
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
43
FACTS CONSOLIDATED
Marketing Services Division of C-E-1-R, Inc.
In answer to the Question: "Now here are some more problems that some people think California should solve pretty soon. In fact, you may hear
more about them during the coming political campaign. As you read each one, would you tell me if you think it's
important and you are for it important but you are against it -- or it is not important?"
TOTAL
BY AREA
BY REGISTRATION
BY RELIGION
BY UNION AFFILIATION
Central
Southern
Coast
Valley
Non-
Counties
Counties
Counties
Republican Democrat Other
Catholic Protestant Other
Member
Member
Refused
Number of respondents
1641
794
549
298
652
876
113
388
1063
190
609
968
64
Percent saying that getting farm
workers to join unions is
%
%
%
%
%
%
%
%
%
%
%
%
%
Important, and they favor it
24.2
21.8
26.8
32.2
11.6
34.2
19.4
26.5
21.4
35.9
37.6
16.6
17.8
Important, but they oppose it
35.1
35.9
30.4
39.6
50.6
24.3
28.5
30.7
38.7
23.3
21.3
43.5
31.1
Not important
20.2
21.3
20.0
14.8
21.7
17.9
29.7
20.2
20.3
19.6
19.4
20.8
18.9
Don't know
20.5
21.0
22.8
13.4
16.1
23.6
22.4
22.6
19.6
21.2
21.7
19.1
32.2
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Percent saying that giving the
state legislature the right to
control all parts of the state
budget is
%
%
%
%
%
%
%
%
%
%
%
%
%
Important, and they favor it
28.0
28.6
22.9
33.9
29.5
26.4
32.1
28.2
28.7
23.3
26.9
28.0
36.7
Important, but they oppose it
28.6
27.6
31.3
29.2
30.7
27.9
21.8
26.8
28.5
33.3
28.5
28.2
36.7
Not important
6.3
5.8
8.6
5.0
5.7
7.1
3.6
6.6
5.7
9.7
7.4
5.8
5.6
Don't know
37.1
38.0
37.2
31.9
34.1
38.6
42.5
38.4
37.1
33.7
37.2
38.0
21.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Continued
44
FACTS CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
In answer to the Question: "Now here are some more problems that some people think California should solve pretty soon. In fact, you may hear
more about them during the coming political campaign. As you read each one, would you tell me if you think it's
important and you are for it -- important but you are against it -- or it is not important?"
BY STANDARD
TOTAL
BY SEX
BY AGE
BY RACE
OF LIVING
Non-
Male
Female
21 to 39 40 to 59 Over 60
White
White
A & B
C & D
Number of respondents
1641
800
841
695
685
261
1491
150
438
1203
Percent saying that getting farm
workers to join unions is...
%
%
%
%
%
%
%
%
%
%
Important, and they favor it
24.2
26.2
22.3
26.5
23.0
21.6
21.9
46.8
17.7
26.4
Important, but they oppose it
35.1
38.5
31.9
31.4
36.6
40.8
37.3
12.7
46.4
31.3
Not important
20.2
19.8
20.6
21.5
20.8
15.0
20.8
14.1
19.5
20.5
Don't know
20.5
15.5
25.2
20.6
19.6
22.6
20.0
26.4
16.4
21.8
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Percent saying that giving the
state legislature the right to
control all parts of the state
budget is
%
%
%
%
%
%
%
%
%
%
Important, and they favor it
28.0
31.9
24.3
23.5
31.0
31.7
28.3
24.5
34.4
25.8
Important, but they oppose it
28.6
28.2
29.1
31.3
28.9
20.8
29.9
15.5
25.8
29.6
Not important
6.3
6.5
6.1
7.7
5.6
4.7
6.0
10.0
4.9
6.8
Don't know
37.1
33.4
40.5
37.5
34.5
42.8
35.8
50.0
34.9
37.8
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
45
FACTS CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
In answer to the Question: "Now here are some more problems that some people think California should solve pretty soon. In fact, you may hear
more about them during the coming political campaign. As you read each one, would you tell me if you think it's
important and you are for it - important but you are against it or it is not important?"
TOTAL
BY AREA
BY REGISTRATION
BY RELIGION
BY UNION AFFILIATION
Central
Southern
Coast
Valley
Non-
Counties
Counties
Counties
Republican Democrat Other
Catholic Protestant Other
Member Member Refused
Number of respondents
1641
794
549
298
652
876
113
388
1063
190
609
968
64
Percent saying that reapportion-
ment of the state senate is
%
%
%
%
%
%
%
%
%
%
%
%
%
Important, and they favor it
52.0
63.6
33.0
25.2
50.1
54.1
47.3
50.2
51.3
60.0
47.8
54.7
48.9
Important, but they oppose it
16.7
7.9
30.5
37.9
21.6
13.3
14.5
16.2
17.3
14.1
15.5
17.1
22.2
Not important
5.2
3.8
8.4
7.1
5.2
5.1
5.5
6.8
4.8
4.5
4.9
5.4
4.4
Don't know
26.1
24.7
28.1
29.8
23.1
27.5
32.7
26.8
26.6
21.4
31.8
22.8
24.5
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Percent saving that making more
and better use of career employees
who work for the state is
%
%
%
%
%
%
%
%
%
%
%
%
%
Important, and they favor it
71.4
72.8
69.6
67.1
76.1
69.3
61.2
69.0
72.5
70.0
67.5
73.5
75.6
Important, but they oppose it
2.2
1.8
1.7
4.7
2.3
1.9
4.2
2.4
1.8
3.7
2.4
2.1
1.1
Not important
8.2
7.2
8.7
12.8
7.1
8.7
11.5
7.3
8.2
10.4
8.8
7.9
7.7
Don't know
18.2
18.2
20.0
15.4
14.5
20.1
23.1
21.3
17.5
15.9
21.3
16.5
15.6
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Continued
40
FACTS CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc
In answer to the Question: "Now here are some more problems that some people think California should solve pretty soon. In fact, you may hear
more about them during the coming political campaign. As you read each one, would you tell me if you think it's
important and you are for it - important but you are against it - or it is not important?"
BY STANDARD
TOTAL
BY SEX
BY AGE
BY RACE
OF LIVING
Non-
Male
Female
21 to 39 40 to 59 Over 60
White
White
A & B
C & D
Number of respondents
1641
800
841
695
685
261
1491
150
438
1203
Percent saying that reapportion-
ment of the state senate is
%
%
%
%
%
%
%
%
%
%
Important, and they favor it
52,0
54.2
50.0
50.7
54.8
47.8
52.8
43.6
51.8
52.1
Important, but they oppose it
16.7
18.7
14.8
14.8
17.7
19.0
17.8
5.5
20.3
15.5
Not important
5.2
5.5
4.9
5.8
4.3
6.2
5.3
4.5
4.4
5.5
Don't know
26.1
21.6
30.3
28.7
23.2
27.0
24.1
46.4
23.5
26.9
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Percent saying that making more
and better use of career employees
who work for the state is
%
%
%
%
%
%
%
%
%
%
Important, and they favor it
71.4
74.4
68.6
69.3
75.4
66.0
72.8
56.8
74.2
70.4
Important, but they oppose it
2.2
3.1
1.3
2.0
2.1
2.9
2.2
2.3
3.3
1.8
Not important
8.2
8.2
8.2
11.2
6.2
6.0
8.4
6.4
8.8
8.0
Don't know
18.2
14.3
21.9
17.5
16.3
25.1
16.6
34.5
13.7
19.8
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
47
FACTS
CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
In answer to the Question: "Now here are some more problems that some people think California should solve pretty soon. In fact, you may hear
more about them during the coming political campaign. As you read each one, would you tell me if you think it's
important and you are for it - important but you are against it - or it is not important?"
TOTAL
BY AREA
BY REGISTRATION
BY RELIGION
BY UNION AFFILIATION
Central
Southern
Coast
Valley
Non-
Counties
Counties
Counties
Republican Democrat Other
Catholic Protestant Other
Member Member Refused
Number of respondents
1641
794
549
298
652
876
113
388
1063
190
609
968
64
Percent saying that cutting
down on the number and size of
state bureaus is...
%
%
%
%
%
%
%
%
%
%
%
%
%
Important and they favor it
56.5
56.5
53.2
62.8
68.7
48.3
49.1
50.5
59.7
50.7
53.3
58.6
54.5
Important, but they oppose it 10.6
9.7
10.7
15.4
7.6
12.8
11.5
14.1
8.7
14.8
13.0
8.8
17.7
Not important
7.0
6.8
8.1
6.4
4.8
8.0
11.5
8.7
6.2
8.2
8.0
6.6
4.5
Don't know
25.9
27.0
28.0
15.4
18.9
30.9
27.9
26.7
25.4
26.3
25.7
26.0
23.3
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Percent saying that having the
state legislature meet to work
on state problems more often or
have longer sessions is
%
%
%
%
%
%
%
%
%
%
%
%
%
Important and they favor it
61.6
65.6
52.6
56.4
60.5
62.7
60.0
65.3
60.7
58.5
64.7
59.4
65.6
Important, but they oppose it
7.1
6.2
6.9
12.4
8.4
5.8
9.1
6.8
7.0
8.5
5.1
8.5
4.4
Not important
9.5
7.9
13.0
11.7
9.9
9.5
7.8
7.7
10.1
10.0
8.8
10.2
5.6
Don't know
21.8
20.3
27.5
19.5
21.2
22.0
23.1
20.2
22.2
23.0
21.4
21.9
24.4
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Continued
48
FACTS CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc
In answer to the Question: "Now here are some more problems that some people think California should solve pretty soon. In fact, you may hear
more about them during the coming political campaign. As you read each one, would you tell me if you think it's
important and you are for it - important but you are against it - or it is not important?"
BY STANDARD
TOTAL
BY SEX
BY AGE
BY RACE
OF LIVING
Non-
Male
Female
21 to 39 40 to 59 Over 60
White
White
A & B
C & D
Number of respondents
1641
800
841
695
685
261
1491
150
438
1203
Percent saying that cutting
down on the number and size of
state bureaus is
%
%
%
%
%
%
%
%
%
%
Important and they favor it
56.5
62.1
51.3
50.0
60.3
64.2
58.6
35.9
65.3
53.6
Important, but they oppose it
10.6
9.8
11.4
13.2
9.8
6.0
10.8
8.6
9.3
11.1
Not important
7.0
7.3
6.8
9.0
6.6
3.1
6.7
10.5
6.9
7.1
Don't know
25.9
20.8
30.5
27.8
23.3
26.7
23.9
45.0
18.5
28.2
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Percent saying that having the
state legislature meet to work
on state problems more often or
have longer sessions is
%
%
%
%
%
%
%
%
%
%
Important and they favor it
61.6
63.8
59.5
63.9
61.9
54.5
62.2
55.0
61.8
61.5
Important, but they oppose it
7.1
7.8
6.5
4.8
7.7
11.4
7.5
2.7
8.4
6.7
Not important
9.5
10.0
9.1
11.1
8.9
7.3
9.5
10.0
10.2
9.3
Don't know
21.8
18.4
24.9
20.2
21.5
26.8
20.8
32.3
19.6
22.5
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
49
FACTS CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
In answer to the Question: "Now here are some more problems that some people think California should solve pretty soon. In fact, you may hear
more about them during the coming political campaign. As you read each one, would you tell me if you think it's
important and you are for it - important, but you are against it - or it is not important?"
TOTAL
BY AREA
BY REGISTRATION
BY RELIGION
BY UNION AFFILIATION
Central
Southern
Coast
Valley
Non-
Counties
Counties
Counties
Republican Democrat Other
Catholic Protestant Other
Member
Member
Refused
Number of respondents
1641
794
549
298
652
876
113
388
1063
190
609
968
64
Percent saying that getting
more state parks developed is
%
%
%
%
%
%
%
%
%
%
%
%
%
Important and they favor it
55.7
53.5
59.7
60.1
50.4
60.0
55.2
56.8
54.2
62.6
57.1
55.3
48.9
Important, but they oppose it
14.9
16.2
9.8
16.8
18.6
12.4
11.5
13.1
15.5
15.2
14.4
14.4
26.7
Not important
17.9
18.5
18.6
14.1
19.4
16.8
17.5
16.4
19.0
14.4
16.1
19.3
13.3
Don't know
11.5
11.8
11.9
9.0
11.6
10.8
15.8
13.7
11.3
7.8
12.4
11.0
11.1
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Percent saying that increasing
the state social welfare program
is
%
%
%
%
%
%
%
%
%
%
%
%
%
Important and they favor it
33.2
34.5
34.6
23.2
16.7
45.5
34.5
35.8
28.0
57.4
39.2
29.5
33.3
Important, but they oppose it
41.2
38.0
41.2
58.0
59.5
28.6
31.5
35.0
46.7
21.9
33.9
45.5
43.3
Not important
8.6
9.2
8.2
6.4
8.8
8.0
11.5
8.5
8.8
8.1
9.6
8.3
4.5
Don't know
17.0
18.3
16.0
12.4
15.0
17.9
22.5
20.7
16.5
12.6
17.3
16.7
18.9
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Continued
50
FACTS CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
In answer to the Question: "Now here are some more problems that some people think California should solve pretty soon. In fact, you may hear
more about them during the coming political campaign. As you read each one, would you tell me if you think it's
important and you are for it - important, but you are against it - or it is not important?"
BY STANDARD
TOTAL
BY SEX
BY AGE
BY RACE
OF LIVING
Non-
Male
Female
21 to 39 40 to 59 Over 60
White
White
A & B
C & D
Number of respondents
1641
800
841
695
685
261
1491
150
438
1203
Percent saying that getting
more state parks developed is
%
%
%
%
%
%
%
%
%
%
Important and they favor it
55.7
56.4
55.1
58.0
55.5
50.6
55.4
59.1
51.1
57.3
Important, but they oppose it
14.9
15.3
14.4
13.0
15.4
18.2
15.8
5.0
16.8
14.2
Not important
17.9
17.4
18.4
19.8
16.2
17.4
17.8
19.1
19.1
17.5
Don't know
11.5
10.9
12.1
9.2
12.9
13.8
11.0
16.8
13.0
11.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Percent saying that increasing
the state social welfare program
is
%
%
%
%
%
%
%
%
%
%
Important and they favor it
33.2
31.4
34.8
34.5
30.7
36.4
31.1
54.1
26.6
35.4
Important, but they oppose it
41.2
43.2
39.3
39.5
44.6
36.6
43.0
22.3
53.2
37.1
Not important
8.6
8.9
8.3
9.2
7.7
9.6
8.5
10.0
6.0
9.5
Don't know
17.0
16.5
17.6
16.8
17.0
17.4
17.4
13.6
14.2
18.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
51
FACTS CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
In answer to the Question: "Now here are some more problems that some people think California should solve pretty soon. In fact, you may hear
more about them during the coming political campaign. As you read each one, would you tell me if you think it's
important and you are for it - important, but you are against it - or it is not important?"
TOTAL
BY AREA
BY REGISTRATION
BY RELIGION
BY UNION AFFILIATION
Central
Southern
Coast
Valley
Non-
Counties
Counties
Counties
Republican Democrat Other
Catholic Protestant Other
Member Member Refused
Number of respondents
1641
794
549
298
652
876
113
388
1063
190
609
968
64
Percent saying that actual
delivery of California water
from the north to the south is
%
%
%
%
%
%
%
%
%
%
%
%
%
Important and they favor it
70.6
83.1
44.1
53.0
70.6
71.7
64.2
70.4
71.6
65.6
68.5
72.6
60.0
Important, but they oppose it
8.4
2.8
18.2
20.1
10.7
6.8
6.7
5.9
9.4
7.8
7.3
8.8
11.1
Not important
3.0
1.6
6.4
3.7
1.9
3.5
3.6
3.0
2.8
3.7
4.2
2.2
3.3
Don't know
18.0
12.5
31.3
23.2
16.8
18.0
25.5
20.7
16.2
22.9
20.0
16.4
25.6
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Percent saying that better law
enforcement on highways and
freeways is
%
%
%
%
%
%
%
%
%
%
%
%
%
Important and they favor it
76.1
76.4
76.1
73.8
76.6
77.0
66.7
76.1
76.1
75.9
75.7
75.6
87.8
Important, but they oppose it
4.8
5.3
3.0
5.7
5.1
4.4
6.1
4.5
5.3
3.0
5.2
4.8
3.3
Not important
10.4
9.7
12.0
11.4
11.9
9.1
12.1
9.9
10.5
11.1
9.9
11.2
3.3
Don't know
8.7
8.6
8.9
9.1
6.4
9.5
15.1
9.5
8.1
10.0
9.2
8.4
5.6
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Continued
52
FACTS CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
In answer to the Question: "Now here are some more problems that some people think California should solve pretty soon. In fact, you may hear
more about them during the coming political campaign. As you read each one, would you tell me if you think it's
important and you are for it - important, but you are against it - or it is not important?"
BY STANDARD
TOTAL
BY SEX
BY AGE
BY RACE
OF LIVING
Non-
Male
Female
21 to 39 40 to 59 Over 60
White
White
A & B
C & D
Number of respondents
1641
800
841
695
685
261
1491
150
438
1203
Percent saying that actual
delivery of California water
from the north to the south is
%
%
%
%
%
%
%
%
%
%
Important and they favor it
70.6
75.0
66.5
70.9
70.5
70.4
70.9
67.7
69.8
70.9
Important, but they oppose it
8.4
8.5
8.2
7.6
7.9
11.7
9.0
2.3
10.0
7.8
Not important
3.0
2.8
3.1
4.3
2.4
1.0
2.7
5.9
3.6
2.7
Don't know
18.0
13.7
22.2
17.2
19.2
16.9
17.4
24.1
16.6
18.6
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Percent saying that better law
enforcement on highways and
freeways is
%
%
%
%
%
%
%
%
%
%
Important and they favor it
76.1
75.0
77.0
72.5
78.4
79.2
76.2
74.5
76.0
76.1
Important, but they oppose it
4.8
5.5
4.2
6.8
3.6
3.1
4.9
4.1
5.0
4.8
Not important
10.4
11.3
9.7
13.1
9.2
6.8
10.6
9.1
11.4
10.1
Don't know
8.7
8.2
9.1
7.6
8.8
10.9
8.3
12.3
7.6
9.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
53
FACTS
CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
In answer to the Question: "Now, as you look at this list tell me which ones you would especially like to hear more about from the
candidates running for state office?"
TOTAL
BY AREA
BY REGISTRATION
BY RELIGION
BY UNION AFFILIATION
Central
Southern
Coast
Valley
Non-
Counties
Counties
Counties
Republican Democrat Other
Catholic Protestant Other
Member
Member
Refused
Number of respondents
1641
794
549
298
652
876
113
388
1063
190
609
968
64
Percent saying they would like to
hear more about
%
%
%
%
%
%
%
%
%
%
%
%
%
Actual delivery of California
water from north to south
38.0
40.1
32.2
37.6
38.5
37.4
39.4
38.7
37.8
37.8
38.8
37.1
43.3
Giving the state legislature
the right to control all parts
of the state budget
33.1
34.8
29.5
30.5
35.7
31.3
31.5
32.2
33.6
31.5
32.3
33.2
38.9
Reapportionment of the state
senate
31.7
35.4
25.1
23.8
31.8
30.4
40.6
28.4
33.1
30.0
31.4
31.8
32.2
Preventing water pollution
31.2
31.1
31.3
31.5
28.8
32.1
38.8
29.4
30.8
37.4
28.3
32.0
46.7
Cutting down on the number and
size of state bureaus
28.2
29.3
25.9
26.2
29.9
26.6
30.3
25.1
29.2
28.5
24.8
29.5
40.0
Increasing state social welfare
program
27.8
27.5
28.8
27.9
24.0
30.4
30.3
32.4
26.3
27.0
27.9
27.7
28.9
Getting more California made
products sold overseas
24.3
25.1
23.0
22.8
25.1
23.6
24.8
28.6
22.6
25.6
24.7
23.3
36.7
Making more and better use of
career employees who work
for the state
24.1
25.6
21.1
22.1
24.0
23.9
27.3
26.3
23.5
23.3
21.2
25.9
24.4
Having the state legislature
meet to work on state problems
more often or have longer
sessions
22.8
23.3
22.4
21.1
22.2
22.8
26.7
26.0
22.0
21.1
22.0
22.7
32.2
Better law enforcement on
highways and freeways
20.6
20.0
21.5
22.1
18.7
21.6
24.2
22.3
20.1
20.0
20.7
20.1
28.9
Getting farm workers to join
unions
20.3
19.4
20.9
23.8
14.2
24.4
23.6
22.5
18.5
25.9
24.0
17.7
26.7
Getting more state parks
developed
19.3
18.8
19.5
21.5
16.9
20.4
24.2
19.5
19.4
18.1
18.7
18.8
32.2
None
13.0
11.2
18.2
12.8
11.1
13.9
17.0
13.2
13.0
12.2
11.9
13.1
21.1
334.4
341.6
319.4
323.7
320.9
338.8
378.7
344.6
329.9
338.4
326.7
332.9
432.2-
Continued
54
Sums of the columns exceed 100% and the base because of multiple answers.
FACTS
CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
In answer to the Question: "Now, as you look at this list, tell me which ones you would especially like to hear more about from the
candidates running for state office?"
BY STANDARD
TOTAL
BY SEX
BY AGE
BY RACE
OF LIVING
Non-
Male
Female
21 to 39 40 to 59 Over 60
White
White
A & B
C & D
Number of respondents
1641
800
841
695
685
261
1491
150
438
1203
Percent saying they would like to
hear more about
%
%
%
%
%
%
%
%
%
%
Actual delivery of California
water from north to south
38.0
38.5
37.5
40.4
37.4
33.2
38.7
30.9
35.9
38.8
Giving the state legislature
the right to control all parts
of the state budget
33.1
33.3
32.8
32.4
34.3
31.4
34.1
22.7
36.4
31.9
Reapportionment of the state
senate
31.7
32.7
30.7
33.5
32.7
24.2
32.9
19.5
34.3
30.8
Preventing water pollution
31.2
31.6
30.9
32.2
28.8
35.2
31.4
29.5
27.9
32.3
Cutting down on the number and
size of state bureaus
28.2
29.9
26.6
29.2
27.4
27.5
29.2
17.7
29.7
27.7
Increasing state social welfare
program
27.8
28.3
27.4
30.2
26.3
25.5
27.3
32.7
29.5
27.2
Getting more California made
products sold overseas
24.3
23.5
25.1
21.3
26.2
27.0
24.9
18.6
26.5
23.6
Making more and better use of
career employees who work
for the state
24.1
23.7
24.6
24.0
24.4
23.9
24.3
22.3
25.8
23.6
Having the state legislature
meet to work on state problems
more often or have longer
sessions
22.8
24.0
21.7
20.8
24.6
23.4
23.5
16.4
24.0
22.4
Better law enforcement on
highways and freeways
20.6
20.6
20.7
20.8
20.7
19.7
20.7
19.5
20.3
20.7
Getting farm workers to join
unions
20.3
21.4
19.2
22.6
20.3
14.3
20.5
17.7
18.7
20.8
Getting more state parks
developed
19.3
20.1
18.5
20.4
19.6
15.3
19.9
13.2
17.9
19.7
None
13.0
13.4
12.6
10.5
13.9
17.1
12.6
16.8
14.3
12.5
334.4
341.0
328.3
338.3
336.6
317.7
340.0
277.7
341.2
332.0
55
Sums of the columns exceed 100% and the base because of multiple answers.
FACTS CONSOLIDATED
Marketing Services Division of C-E-1-R, Inc.
INTERNAL COMMUNI SM
In answer to the Question: "Do you think that elected state officials should -- Have a definite state program to combat internal
communist threats or leave the job to the Federal Government?"
TOTAL
BY AREA
BY REGISTRATION
BY RELIGION
BY UNION AFFILIATION
Central
Southern
Coast
Valley
Non-
Counties
Counties
Counties
Republican Democrat Other
Catholic Protestant Other
Member Member Refused
Number of respondents
1641
794
549
298
652
876
113
388
1063
190
609
968
64
Percent saying officials
should
%
%
%
%
%
%
%
%
%
%
%
%
%
Have a definite state
56.2
62.0
(37.5
59.7
65.0
50.6
47.9
59.1
59.5
30.8
56.5
56.4
48.9
program
Leave job to Federal
Government
36.6
31.0
53.9
34.6
30.2
41.0
39.4
33.3
33.9
59.6
35.6
37.1
37.8
Don't know
6.0
5.7
8.0
4.0
3.2
7.3
12.7
6.3
5.8
8.1
6.6
5.2
13.3
Both
1.2
1.3
.6
1.7
1.6
1.1
-
1.3
.8
1.5
1.3
1.3
-
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Continued
59
5
FACTS CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
In answer to the Question: "Do you think that elected state officials should Have a definite state program to combat internal
communist threats or leave the job to the Federal Government?"
BY STANDARD
TOTAL
BY SEX
BY AGE
BY RACE
OF LIVING
Non-
Male
Female
21 to 39 40 to 59 Over 60
White
White
A & B
C & D
Number of respondents
1641
800
841
695
685
261
1491
150
438
1203
Percent saying officials
should
%
%
%
%
%
%
%
%
%
%
Have definite state
program
56.2
54.7
57.6
57.0
55.6
55.6
57.5
43.6
54.9
56.6
Leave job to Federal
Government
36.6
39.6
33.8
36.4
36.7
36.6
36.0
41.4
39.4
35.7
Don't know
6.0
4.6
7.3
6.2
5.5
6.8
5.2
14.5
4.4
6.5
Both
1.2
1.1
1.3
.4
2.2
1.0
1.3
.5
1.3
1.2
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
57
FACTS CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
In answer to the Questions: "Which of the candidates for Governor do you believe is best equipped to deal with the threat of internal
communism?"
"Which of the candidates for Lieutenant Governor do you believe is best equipped to deal with the threat
of internal communism?"
TOTAL
BY AREA
BY REGISTRATION
BY RELIGION
BY UNION AFFILIATION
Central
Southern
Coast
Valley
Non-
Counties
Counties
Counties
Republican Democrat Other
Catholic Protestant Other
Member
Member
Refused
Number of respondents
1641
794
549
298
652
876
113
388
1063
190
609
968
64
Percent saying gubernatorial
candidate best equipped to deal
with communism is...
%
%
%
%
%
%
%
%
%
%
%
%
%
Edmund C. (Pat) Brown
29.2
30.2
26.4
28.9
4.5
49.7
14.6
39.5
23.4
41.1
37.9
24.7
17.8
Richard M. Nixon
47.7
50.0
43.0
44.3
83.7
20.3
49.7
34.5
55.3
31.1
37.4
54.1
43.3
Same
1.6
1.1
2.0
2.7
1.0
1.8
2.4
1.4
1.1
4.4
.7
2.0
2.2
Neither
2.0
1.3
3.8
2.3
1.6
2.2
3.0
1.3
1.7
5.2
1.5
2.1
5.6
Depends
*
-
-
.3
-
*
-
-
.1
-
-
*
-
Don't know
19.5
17.4
24.8
21.5
9.2
26.0
30.3
23.3
18.4
18.2
22.5
17.1
31.1
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Percent saying best candidate
for Lieutenant Governor to deal
with communism is
%
%
%
%
%
%
%
%
%
%
%
%
%
Glenn M. Anderson
24.4
25.3
20.9
25.5
8.0
39.0
6.1
30.1
21.2
30.8
34.4
18.7
20.0
George Christopher
30.8
29.6
32.6
33.5
56.7
12.8
18.8
25.4
34.4
20.7
24.0
34.7
32.2
Same
.9
.5
1.5
2.0
.4
1.2
1.2
.9
.6
2.6
.3
1.2
1.1
Neither
.8
.3
2.6
.7
.4
.9
2.4
.5
.5
3.3
.2
1.0
3.3
Depends
*
-
-
.7
-
.1
.6
.2
.1
-
.1
.1
-
Don't know
43.1
44.3
42.4
37.6
34.5
46.0
70.9
42.9
43.2
42.6
41.0
44.3
43.4
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Continued
*Less than one half of one percent.
58
FACTS CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
In answer to the Questions: "Which of the candidates for Governor do you believe is best equipped to deal with the threat of internal
communism?"
"Which of the candidates for Lieutenant Governor do you believe is best equipped to deal with the threat
of internal communism?"
BY STANDARD
TOTAL
BY SEX
BY AGE
BY RACE
OF LIVING
Non-
Male
Female
21 to 39 40 to 59 Over 60
White
White
A & B
C & D
Number of respondents
1641
800
841
695
685
261
1491
150
438
1203
Percent saying gubernatorial
candidate best equipped to deal
with communism is...
%
%
%
%
%
%
%
%
%
%
Edmund G. (Pat) Brown
29.2
30.4
28.0
32.1
25.9
30.4
26.9
52.7
21.1
31.9
Richard M. Nixon
47.7
46.5
48.8
42.7
51.4
51.2
50.5
19.5
58.3
44.2
Same
1.6
1.4
1.6
1.1
1.7
2.1
1.6
.9
1.0
1.7
Neither
2.0
2.5
1.6
2.9
1.6
.7
2.0
1.4
1.1
2.3
Depends
*
-
*
-
-
-
*
-
-
*
Don't know
19.5
19.2
20.0
21.2
19.4
15.6
19.0
25.5
18.5
19.9
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Percent saying best candidate
for Lieutenant Governor to deal
with communism is...
%
%
%
%
%
%
%
%
%
%
Glenn M. Anderson
24.4
27.4
21.5
27.6
21.2
24.2
24.1
27.3
20.8
25.6
George Christopher
30,8
30.8
30.7
26.8
32.0
37.9
32.5
13.2
38.5
28.2
Same
.9
.8
.9
1.2
1.0
.9
.9
.6
.9
Neither
.8
1.2
.6
1.3
.4
.5
.9
.5
.5
.9
Depends
*
.1
&
-
.2
-
*
-
-
.1
Don't know
43.1
39.7
46.3
43.1
45.2
37.4
41.6
58.1
39.6
44.3
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
*Less than one half of one percent.
59
FACTS CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
In answer to the Questions: "Which of the candidates for Attorney General do you believe is best equipped to deal with the threats of
internal communism?"
"Which of the candidates for U. S. Senator do you believe is best equipped to deal with the threats of
internal communism?"
TOTAL
BY AREA
BY REGISTRATION
BY RELIGION
BY UNION AFFILIATION
Central
Southern
Coast
Valley
Non-
Counties
Counties
Counties
Republican Democrat Other
Catholic Protestant Other
Member Member Refused
Number of respondents
1641
794
549
298
652
876
113
388
1063
190
609
968
64
Percent saying candidate for
Attorney General best equipped
to fight communism is...
%
%
%
%
%
%
%
%
%
%
%
%
%
Stanley Mosk
38.8
39.2
33.2
47.0
17.8
56.1
26.7
48,3
33.4
50.0
47.6
33.6
37.8
Tom Coakley
21.3
22.0
21.7
16.8
43.4
5.6
13.3
15.0
25.0
13.0
15.2
24.8
23.3
Same
.9
.8
1.4
.7
.8
1.0
1.2
.3
.9
2.2
.5
1.2
-
Neither
.5
.2
1.4
.3
.4
.6
1.2
.3
.5
1.5
.1
.7
2.2
Don't know
38.5
37.8
42.3
35.2
37.6
36.7
57.6
36.1
40.2
33.3
36.6
39.7
36.7
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Percent saying candidate for
U. S. Senator best equipped to
fight communism is
%
%
%
%
%
%
%
%
%
%
%
%
%
Thomas H. Kuchel
36.6
34.6
37.0
46.6
55.6
24.2
21.8
31.7
40.5
24.1
31.5
39.6
37.8
Richard Richards
23.1
26.7
16.2
16.4
9.9
34.4
12.1
26.5
19.9
34.8
29.7
19.7
13.3
Same
.9
.5
1.8
1.7
.4
1.5
-
.9
.7
2.6
.4
1.3
-
Neither
1.1
.8
2.4
1.0
1.5
.7
2.4
1.0
.9
2.6
.6
1.4
3.3
Depends
.1
-
-
.4
-
.1
-
-
.1
-
.1
-
-
Don't know
38.2
37.4
42.6
33.9
32.6
39.1
63.7
39.9
37.9
35.9
37.7
38.0
45.6
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Continued
60
FACTS CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
In answer to the Questions: "Which of the candidates for Attorney General do you believe is best equipped to deal with the threats of
internal communism?"
"Which of the candidates for U. S. Senator do you believe is best equipped to deal with the threats of
internal communism?"
BY STANDARD
TOTAL
BY SEX
BY AGE
BY RACE
OF LIVING
Non-
Male
Female
21 to 39 40 to 59 Over 60
White
White
A & B
C & D
Number of respondents
1641
800
841
695
685
261
1491
150
438
1203
Percent saying candidate for
Attorney General best equipped
to fight communism is
%
%
%
%
%
%
%
%
%
%
Stanley Mosk
38.8
43.1
34.7
39.5
39.2
35.8
38.5
41.4
36.8
39.4
Tom Coakley
21.3
22.6
20.0
18.0
22.3
27.6
22.8
6.8
27.0
19.4
Same
.9
.9
.9
.9
1.0
.8
.9
.9
.3
1.1
Neither
.5
.8
.3
1.1
.2
-
.5
.4
.3
.6
Don't know
38.5
32.6
44.1
40.5
37.3
35.8
37.3
50.5
35.6
39.5
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Percent saying candidate for
U. S. Senator best equipped to
fight communism is...
%
%
%
%
%
%
%
%
%
%
Thomas Kuchel
36.6
38.9
34.5
31.1
39.7
42.7
38.9
14.1
45.6
33.6
Richard Richards
23.1
22.9
23.2
23.4
22.2
24.8
22.3
31.4
19.8
24.2
Same
.9
.9
1.0
1.1
.9
.8
.9
1.4
.2
1.1
Neither
1.1
1.5
.8
1.9
.7
.2
1.2
.4
1.6
1.0
Depends
.1
.1
-
-
.1
-
.1
-
-
.1
Don't know
38.2
35.7
40.5
42.5
36.4
31.5
36.6
52.7
32.8
40.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
61
FACTS CONSOLIDATED
Marketing Services Division of C-E-1-R, Inc.
WELFARE PROGRAMS
In answer to the Question: "California has a variety of programs for aid to the aged -- aid to widows and orphans -- aid to the unemployed=-
disabled and aid to the needy children. Do you feel that the state is carrying these programs too far -- doing
about the right amount -- or not doing enough?"
TOTAL
BY AREA
BY REGISTRATION
BY RELIGION
BY UNION AFFILIATION
Central
Southern
Coast
Valley
Non-
Counties
Counties
Counties
Republican Democrat Other
Catholic Protestant Other
Member Member Refused
Number of respondents
1641
794
549
298
652
876
113
388
1063
190
609
968
64
Percent saying California aid
programs are...
%
%
%
%
%
%
%
%
%
%
%
%
%
Carried too far
25.3
23.9
23.3
36.2
38.9
16.4
14.5
20.2
29.2
13.3
21.0
27.3
34.4
Doing about right amount
46.3
47.0
43.5
47.7
42.8
47.9
54.0
46.3
48.0
35.9
48.2
45.9
34.4
Not doing enough
16.9
16.5
23.3
7.4
8.1
23.9
14.5
20.9
11.7
39.3
20.9
14.1
24.5
Don't know
11.5
12.6
9.9
8.7
10.2
11.8
17.0
12.6
11.1
11.5
9.9
12.7
6.7
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Continued
62
FACTS CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
In answer to the Question: "California has a variety of programs for aid to the aged -- aid to widows and orphans -- aid to the unemployed--
disabled and aid to the needy children. Do you feel that the state is carrying these programs too far -- doing
about the right amount -- or not doing enough?"
BY STANDARD
TOTAL
BY SEX
BY AGE
BY RACE
OF LIVING
Non-
Male
Female
21 to 39 40 to 59 Over 60
White
White
A & B
C & D
Number of respondents
1641
800
841
695
685
261
1491
150
438
1203
Percent saying California aid
programs are...
%
%
%
%
%
%
%
%
%
%
Carried too far
25.3
26.6
24.1
23.6
27.2
24.8
26.8
10.5
33.1
22.6
Doing about right amount
46.3
47.2
45.4
47.3
46.0
44.4
45.4
55.5
44.0
47.1
Not doing enough
16.9
15.8
18.0
19.5
14.5
16.6
15.9
26.8
14.0
17.9
Don't know
11.5
10.4
12.5
9.6
12.3
14.2
11.9
7.2
8.9
12.4
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
%
63
FACTS CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc
an increase in social security taxes. Richard Nixon has said he favors the continuation
of voluntary cooperation between the state and federal government. On this particular issue, which of the
candidates do you agree with, Brown or Nixon?"
"There are many considerations involved in whether or not the federal government should pass a program of financing
medical care for the aged. Here is a card showing some of the things which are involved. Now let's just suppose
for a minute that you are in favor of such a plan. On this list would you show me what you think is the argument
which would impress you most?"
TOTAL
BY AREA
BY REGISTRATION
BY RELIGION
BY UNION AFFILIATION
Central
Southern
Coast
Valley
Non-
Counties
Counties
Counties
Republican Democrat Other
Catholic Protestant
Other
Member
Member
Refused
Number of respondents
1641
794
549
298
652
876
113
388
1063
190
609
968
64
Percent saying on the issue of
medical care they agree with
%
%
%
%
%
%
%
%
%
%
%
%
%
Edmund C. (Pat) Brown
41.4
39.4
43.7
47.3
12.8
63.1
40.0
47.2
34.8
67.5
51.3
35.9
32.2
Richard M. Nixon
47.1
48.2
45.3
44.6
79.2
23.3
44.2
38.2
53.6
28.1
34.4
54.5
52.2
Don't know
11.5
12.4
11.0
8.1
8.0
13.6
15.8
14.6
11.6
4.4
14.3
9.6
15.6
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Percent saying best argument
FOR government medical care is
%
%
%
%
%
%
%
%
%
%
%
%
%
Medical costs are too high
39.0
41.2
32.1
40.3
41.3
37.2
40.0
40.2
39.1
36.7
39.6
38.8
35.6
Some elderly people say they
cannot pay their medical bills
19.6
18.8
19.3
24.2
19.7
19.6
18.2
18.5
21.1
12.6
18.3
20.9
8.9
The medicare plan is the cheapest
way of solving the problem
12.2
11.7
15.1
9.4
7.8
15.6
11.5
9.9
12.0
18.1
14.0
10.5
22.2
Elderly people have the right to
have their medical bills paid
8.1
8.2
7.4
9.0
6.1
9.9
6.1
9.8
7.0
11.1
10.0
7.4
2.2
Not enough people care about
the elderly
5.9
5.8
6.0
6.3
4.6
6.6
9.1
6.6
5.5
6.7
6.4
5.5
7.8
Some children say their parents'
medical expenses are a burden
to them
4.4
4.2
5.1
3.7
4.8
4.1
4.2
4.2
4.4
4.8
4.7
3.9
10.0
None
5.9
6.3
6.2
3.4
10.3
2.7
4.8
4.4
6.7
4.4
3.2
7.3
10.0
Don't know
4.9
3.8
8.8
3.7
5.4
4.3
6.1
6.4
4.2
5.6
3.8
5.7
3.3
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
In answer to the Questions:
"Governor Brown has said that he favors the cumpulsory program to finance medical care for the aged through
an increase in social security taxes. Richard Nixon has said he favors the continuation of the present system
of voluntary cooperation between the state and federal government. On this particular issue, which of the
candidates do you agree with, Brown or Nixon?"
"There are many considerations involved in whether or not the federal government should pass a program of financing
medical care for the aged. Here is a card showing some of the things which are involved. Now let's just suppose
for a minute that you are in favor of such a plan. On this list would you show me what you think is the argument
which would impress you most?"
BY STANDARD
TOTAL
BY SEX
BY AGE
BY RACE
OF LIVING
Non-
Male
Female
21 to 39 40 to 59 Over 60
White
White
A & B
C & D
Number of respondents
1641
800
841
695
685
261
1491
150
438
1203
Percent saying on the issue of
medical care they agree with
%
%
%
%
%
%
%
%
%
%
Edmund G. (Pat) Brown
41.4
43.0
39.8
41.8
39.0
46.8
39.1
64.5
30.8
44.9
Richard M. Nixon
47.1
46.6
47.7
46.5
49.7
41.8
49.8
20.0
59.3
43.0
Don't know
11.5
10.4
12.5
11.7
11.3
11.4
11.1
15.5
9.9
12.1
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Percent saying best argument
FOR government medical care is
%
%
%
%
%
%
%
%
%
%
Medical costs are too high
39.0
40.2
37.9
37.8
39.3
41.3
39.1
38.2
36.7
39.7
Some elderly people say they
cannot pay their medical bills
19.6
18.6
20.4
23.5
16.5
17.4
19.4
21.4
21.3
19.0
The medicare plan is the cheapest
way of solving the problem
12.2
13.7
10.8
8.5
14.6
15.6
12.7
7.3
14.6
11.4
Elderly people have the right to
have their medical bills paid
8.1
8.5
7.8
8.2
7.9
8.6
8.0
9.1
7.6
8.3
Not enough people care about
the elderly
5.9
4.7
7.0
6.5
5.9
4.4
5.6
8.6
4.9
6.3
Some children say their parents'
medical expenses are a burden
to them
4.4
3.2
5.5
5.6
4.0
2.3
4.2
6.8
4.7
4.3
None
5.9
6.2
5.7
6.0
6.3
4.7
6.4
.9
7.3
5.4
Don't know
4.9
4.9
4.9
3.9
5.5
5.7
4.6
7.7
2.9
5.6
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
65
FACTS
CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
In answer to the Question: "Now let's just suppose you are against such a plan for paying for the aged medical bills. On this list would you
show me what you think is the best argument which would impress you most?"
TOTAL
BY AREA
BY REGISTRATION
BY RELIGION
BY UNION AFFILIATION
Central
Southern
Coast
Valley
Non-
Counties
Counties
Counties
Republican
Democrat
Other
Catholic Protestant Other
Member
Member
Refused
Number of respondents
1641
794
549
298
652
876
113
388
1063
190
609
968
64
Percent saying best argument
AGAINST government medical
care is
%
%
%
%
%
%
%
%
%
%
%
%
%
Plan would not cover all the
aged people who needed care
18.6
20.3
16.8
13.1
13.4
22.2
21.2
18.8
18.2
20.4
21.8
16.9
15.6
Plan would cover a great many
people who can afford to
pay their own bills
18.4
17.3
21.1
19.1
17.1
18.9
21.2
17.6
19.4
14.1
19.4
17.8
17.8
The doctors have said the plan
will lead to socialized
medicine
15.2
16.0
13.6
13.4
16.6
13.2
21.8
16.0
15.2
13.3
14.5
15.5
15.6
Our taxes are high enough
already
10.9
11.0
9.7
13.1
11.8
10.7
7.3
13.1
9.9
12.2
12.2
9.9
14.4
There is already a federal/
state plan to take care of
aged people who need care
6.7
6.5
5.8
9.4
9.0
5.0
6.7
5.2
7.1
8.2
4.7
8.3
2.2
There are already ways for
people to get voluntary
health insurance which will
cover their illnesses
5.6
6.3
3.8
5.4
7.8
4.0
6.1
4.2
6.3
4.4
2.7
6.9
12.2
Medicare plan is the most
expensive way of solving
the problem
4.3
4.4
4.6
3.0
5.6
3.2
4.2
3.5
5.2
.4
3.3
4.7
6.7
People ought to plan ahead
so they can cope with these
medical costs
4.2
3.7
4.7
6.4
4.1
4.6
2.4
3.8
4.5
3.7
4.0
4.4
4.4
Congress has refused to pass
the bill
3.2
3.4
2.4
3.4
2.6
3.8
1.8
4.0
2.5
5.2
3.9
2.7
3.3
None
6.6
5.9
6.9
9.7
3.6
9.6
1.2
7.5
5.1
13.7
7.9
5.9
5.6
Don't know
6.3
5.2
10.6
4.0
8.4
4.8
6.1
6.3
6.6
4.4
5.6
7.0
2.2
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Continued
66
FACTS CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
In answer to the Question: "Now let's just suppose you are against such a plan for paying for the aged medical bills. On this list would you
show me what you think is the best argument which would impress you most?"
BY STANDARD
TOTAL
BY SEX
BY AGE
BY RACE
OF LIVING
Non-
Male
Female
21 to 39 40 to 59 Over 60
White
White
A & B
C & D
Number of respondents
1641
800
841
695
685
261
1491
150
438
1203
Percent saying best argument
AGAINST government medical
care is
%
%
%
%
%
%
%
%
%
%
Plan would not cover all the
aged people who needed care
18.6
17.2
20.0
19.5
17.7
18.7
18.6
18.6
14.9
19.9
Plan would cover a great many
people who can afford to
pay their own bills
18.4
18.1
18.5
20.8
17.7
13.5
18.3
18.6
15.7
19.3
The doctors have said the plan
will lead to socialized
medicine
15.2
14.0
16.2
15.4
16.5
10.9
15.6
10.5
17.3
14.5
Our taxes are high enough
already
10.9
11.8
10.1
10.4
10.8
13.0
10.4
15.5
11.0
10.9
There is already a federal/
state plan to take care of
aged people who need care
6.7
6.2
7.3
6.3
6.5
8.6
6.8
6.4
11.4
5.1
There are already ways for
people to get voluntary
health insurance which will
cover their illnesses
5.6
6.0
5.3
5.7
6.1
4.2
6.1
.9
8.1
4.8
Medicare plan is the most
expensive way of solving
the problem
4.3
5.0
3.6
4.6
4.2
3.6
4.3
4.1
4.9
4.0
People ought to plan ahead
so they can cope with these
medical costs
4.2
4.6
3.9
3.8
5.0
3.1
4.2
5.0
5.5
3.8
Congress has refused to pass
the bill
3.2
4.4
2.0
2.6
3.0
5.2
3.2
3.2
2.6
3.4
None
6.6
7.0
6.2
4.8
7.1
9.8
6.4
8.6
4.7
7.2
Don't know
6.3
5.7
6.9
6.1
5.4
9.4
6.1
8.6
3.9
7.1
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
67
FACTS CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
In answer to the Questions: "Now, of the two arguments which you have picked as the best, which one of the two comes closest to the way you
personally feel the argument for or the argument against?"
"President Kennedy has said that he intends to campaign to a large extent in support of candidates who favor Medicare.
As of now, do you favor Medicare, oppose it, or do you not have a strong feeling one way or the other?"
"If President Kennedy campaigns for Medicare in California, do you feel it will help or hurt Governor Brown?"
TOTAL
BY AREA
BY REGISTRATION
BY RELICION
BY UNION AFFILIATION
Central
Southern
Coast
Valley
Non-
Counties
Counties
Counties
Republican Democrat Other
Cathelic
Protestant
Other
Member Member Refused
Number of respondents choosing
best argument for and against
Medicare
1319
657
414
248
511
713
95
311
862
146
503
761
55
Percent saying one closest to
personal feeling is
%
%
%
%
%
%
%
%
%
%
%
%
%
Argument in favor
53.2
52.1
58.5
50.0
30.1
69.6
55.7
58.5
48.7
69.0
58.9
49.6
52.6
Argument opposed
39.9
41.9
32.4
42.3
64.3
22.7
35.7
35.6
43.9
24.8
30.9
45.4
42.3
Don't know
6.9
6.0
9.1
7.7
5.6
7.7
8.6
5.9
7.4
6.2
10.2
5.0
5.1
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Number of respondents
1641
794
549
298
652
876
113
388
1063
190
609
968
64
Percent saying their present
feeling toward Medicare is
%
%
18
%
%
%
%
%
%
%
%
%
%
Favorable
43.1
43.9
44.4
36.9
18.3
61.2
47.2
47.0
37.3
68.9
52.1
37.8
42.2
Opposed
34.7
37.0
27.7
34.9
62.0
15.1
26.7
28.4
40.3
14.8
24.8
40.7
32.2
No strong feelings
18.1
16.1
19.9
25.2
15.7
19.6
20.6
19.9
18.6
11.1
17.7
18.3
17.8
Don't know
4.1
3.0
8.0
3.0
4.0
4.1
5.5
4.7
3.8
5.2
5.4
3.2
7.8
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Percent saying campaign for
Medicare by President Kennedy
will
%
%
%
%
%
%
%
%
%
%
%
%
%
Help Governor Brown
48.5
48.6
48.5
48.0
37.3
58.7
35.2
50.2
45.8
60.4
52.0
46.2
51.1
Hurt him
17.7
18.9
14.9
16.4
27.8
10.8
12.1
15.5
19.7
10.7
13.5
20.6
11.1
Don't know
33.8
32.5
36.6
35.6
34.9
30.5
52.7
34.1
34.5
28.9
34.5
33.2
37.8
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Continued
68
FACTS CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
In answer to the Questions: "Now, of the two arguments which you have picked as the best, which one of the two comes closest to the way you
personally feel the argument for or the argument against?"
"President Kennedy has said that he intends to campaign to a large extent in support of candidates who favor Medicare.
As of now, do you favor Medicare, oppose it, or do you not have a strong feeling one way or the other?"
"If President Kennedy campaigns for Medicare in California, do you feel it will help or hurt Governor Brown?"
BY STANDARD
TOTAL
BY SEX
BY AGE
BY RACE
OF LIVING
Non-
Male
Female
21 to 39 40 to 59 Over 60
White
White
A & B
C & D
Number of respondents choosing
best argument for and against
Medicare
1319
645
674
581
554
184
1198
121
366
953
Percent saying one closest to
personal feeling is
%
%
%
%
%
%
%
%
%
%
Argument in favor
53.2
53.0
53.2
54.8
50.0
57.4
51.4
70.6
41.3
57.4
Argument opposed
39.9
41.2
38.8
38.7
42.0
37.5
41.4
25.5
53.5
35.1
Don't know
6.9
5.8
8.0
6.5
8.0
5.1
7.2
3.9
5.2
7.5
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Number of respondents
1641
800
841
695
685
261
1491
150
438
1203
Percent saying their present
feeling toward Medicare is
%
%
%
%
%
%
%
%
%
%
Favorable
43.1
44.2
42.1
44.0
40.7
47.5
41.2
61.8
32.5
46.7
Opposed
34.7
35.4
34.0
33.0
37.1
32.5
36.8
13.2
47.9
30.2
No strong feelings
18.1
17.4
18.7
18.9
18.0
16.1
18.0
19.1
16.2
18.7
Don't know
4.1
3.0
5.2
4.1
4.2
3.9
4.0
5.9
3.4
4.4
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Percent saying campaign for
Medicare by President Kennedy
will
%
%
%
%
%
%
%
%
%
%
Help Governor Brown
48.5
50.4
46.7
49.6
46.7
50.1
47.8
56.3
47.4
48.8
Hurt him
17.7
20.3
15.2
18.7
17.1
16.9
18.1
13.2
21.9
16.3
Don't know
33.8
29.3
38.1
31.7
36.2
33.0
34.1
30.5
30.7
34.9
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
69
FACTS CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
BUSINESS CLIMATE
In answer to the Questions: "Some people say that the state budget in the next few years is likely to keep on increasing. Others say that
with careful attention the state can hold down budgets. Which do you think is closest to the truth -- that
the state budget will be increasing or that it will be held down?"
"If the state budget increases very much, many people believe it will be necessary to raise state taxes, if it
had to be a tax which the people as individuals had to pay, which of the following do you think your friends
would object to least?"
TOTAL
BY AREA
BY REGISTRATION
BY RELIGION
BY UNION AFFILIATION
Central
Southern
Coast
Valley
Non-
Counties
Counties
Counties
Republican Democrat Other
Catholic Protestant Other
Member
Member
Refused
Number of respondents
1641
794
549
298
652
876
113
388
1063
190
609
968
64
Percent saying that state
budget will
%
%
%
%
%
%
%
%
%
%
%
%
%
Keep increasing
70.1
71.0
67.0
70.5
66.0
72.6
74.5
64.1
70.9
77.8
67.5
71.3
74.5
Be held down
17.7
17.4
17.9
18.8
21.2
16.2
7.9
22.1
16.8
13.0
16.3
18.9
11.1
Don't know
12.2
11.6
15.1
10.7
12.8
11.2
17.6
13.8
12.3
9.2
16.2
9.8
14.4
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Percent saying they would
object least to
%
%
%
%
%
%
%
%
%
%
%
%
%
Increased liquor tax
48.2
51.4
41.6
42.6
49.7
48.4
37.0
44.2
50.5
42.1
44.7
50.2
46.7
Increased cigarette tax
25.9
27.9
24.8
16.8
27.3
25.6
18.8
20.2
28.2
23.3
23.9
27.5
15.6
Increased beer tax
24.7
27.7
20.2
17.1
26.4
24.1
19.4
20.6
27.6
16.7
20.2
27.4
23.3
Would object to all
20.6
18.3
24.8
25.2
21.0
19.0
30.3
24.9
18.9
21.5
21.3
20.1
21.1
Increased income tax
6.3
5.3
8.4
8.1
5.8
6.9
4.8
4.4
6.5
9.3
4.9
7.4
3.3
Increased retail sales tax
6.2
6.0
5.5
8.7
6.6
5.7
8.5
4.7
6.9
5.9
6.2
6.5
3.3
Extend retail sales tax to
include guoceries
2.3
2.1
3.1
2.0
3.7
1.2
3.0
1.6
2.5
3.0
2.3
2.4
2.2
Would object to none
2.2
2.0
2.2
3.4
2.5
2.3
-
3.1
1.8
2.6
3.0
1.6
5.6
Don't know
4.1
4.5
3.1
4.0
3.0
4.7
6.7
7.0
2.9
5.6
5.7
3.3
3.3
140.5
145.2
133.7
127.9
146.0
137.9
128.5
130.7
145.8
130.0
132.2
146.4
124.4
Continued
Sums of the columns may exceed 100% and the base because of multiple answers.
70
FACTS CONSOLIDATED
Marketing Services Division of C-E-I R, Inc
In answer to the Questions: "Some people say that the state budget in the next few years is likely to keep on increasing. Others say that
with careful attention the state can hold down budgets. Which do you think is closest to the truth -- that
the state budget will be increasing or that it will be held down?"
"If the state budget increases very much, many people believe it will be necessary to raise state taxes if it
had to be a tax which the people as individuals had to pay, which of the following do you think your friends
would object to least?"
BY STANDARD
TOTAL
BY SEX
BY AGE
BY RACE
OF LIVING
Non-
Male
Female
21
to
39
40
to
59
Over
60
White
White
A & B
C & D
Number of respondents
1641
800
841
695
685
261
1491
150
438
1203
Percent saying that state
budget will
%
%
%
%
%
%
%
%
%
%
Keep increasing
70.1
72.3
67.9
74.2
70.0
59.2
70.2
68.7
70.4
69.9
Be held down
17.7
16.7
18.6
16.3
16.9
23.4
18.2
11.8
20.5
16.7
Don't know
12.2
11.0
13.5
9.5
13.1
17.4
11.6
19.5
9.1
13.4
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Percent saying they would
object least to
%
%
%
%
%
%
%
%
%
%
Increased liquor tax
48.2
44.6
51.4
48.2
47.6
49.8
48.9
41.7
52.7
46.6
Increased cigarette tax
25.9
25.0
26.7
22.7
27.5
29.3
26.5
18.2
28.7
24.8
Increased beer tax
24.7
23.3
26.1
22.0
26.1
28.1
25.1
21.4
30.2
22.9
Would object to all
20.6
20.5
20.6
19.3
20.6
23.6
20.0
25.9
19.2
21.1
Increased income tax
6.3
8.1
4.6
7.8
5.7
4.2
6.4
5.5
6.3
6.3
Increased retail sales tax
6.2
7.9
4.7
5.6
7.6
4.2
6.5
3.2
6.3
6.2
Extend retail sales tax to
include groceries
2.3
2.5
2.2
3.1
1.5
2.6
2.4
1.4
3.4
2.0
Would object to none
2.2
2.5
1.9
1.7
2.6
2.6
2.3
1.8
1.1
2.6
Don't know
4.1
4.4
3.9
3.8
4.0
5.5
3.8
7.7
1.8
4.9
140.5
138.8
142.1
134.2
143.2
149.9
141.9
126.8
149.7
137.4
Sums of the columns may exceed 100% and the base because of multiple answers.
71
FACTS CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
In answer to the Question: "You sometimes hear that any additional taxes on business will tend to discourage business coming into or
expanding within California. Do you tend to agree or disagree with this statement?"
TOTAL
BY AREA
BY REGISTRATION
BY RELIGION
BY UNION AFFILIATION
Central
Southern Coast Valley
Non-
Counties
Counties
Counties
Republican Democrat Other
Catholic Protestant Other
Member Member Refused
Number of respondents
1641
794
549
298
652
876
113
388
1063
190
609
968
64
Percent saying they
%
%
%
%
%
%
%
%
%
%
%
%
%
Agree
61.0
61.5
54.9
70.4
71.5
53.9
55.7
59.4
63.2
52.2
56.2
64.0
61.1
Disagree
27.7
28.3
29.1
21.5
19.5
33.9
27.3
29.3
25.8
35.2
31.5
25.4
27.8
Don't know
11.3
10.2
16.0
8.1
9.0
12.2
17.0
11.3
11.0
12.6
12.3
10.6
11.1
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Continued
72
FACTS CONSOLDATED
Marketing Services Division of ( LIRE
In answer to the Question: "You sometimes hear that any additional taxes on business will tend to discourage business coming into or
expanding within California. Do you tend to agree or disagree with this statement?"
BY STANDARD
TOTAL
BY SEX
BY AGE
BY RACE
OF LIVING
Non-
Male
Female
21 to 39 40 to 59 Over 60
White
White
A & B
C & D
Number of respondents
1641
800
841
695
685
261
1491
150
438
1203
Percent saying they
%
%
%
%
%
%
%
%
%
%
Agree
61.0
64.5
57.9
56.5
63.6
66.2
61.9
52.7
69.5
58.2
Disagree
27.7
27.2
28.1
31.3
25.7
23.4
27.7
27.3
22.1
29.6
Don't know
11.3
8.3
14.0
12.2
10.6
10.4
10.4
20.0
8.4
12.2
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
73
FACTS CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
In answer to the Questions: "Do you feel that the task of creating new jobs in the state is very important, fairly important, or not
too important?"
"Which of the candidates for Governor do you feel would be best able to deal with the problem of creating
new jobs, Brown or Nixon?"
TOTAL
BY AREA
BY REGISTRATION
BY RELIGION
BY UNION AFFILIATION
Central
Southern
Coast
Valley
Non-
Counties
Counties
Counties
Republican Democrat Other
Catholic Protestant Other
Member Member Refused
Number of respondents
1641
794
549
298
652
876
113
388
1063
190
609
968
64
Percent saying task of creating
new jobs is
%
%
%
%
%
%
%
%
%
%
%
%
%
Very important
75.1
75.1
72.5
79.5
70.0
79.5
71.5
76.4
73.4
82.2
79.1
72.7
73.4
Fairly important
13.2
12.7
14.0
13.1
16.5
10.1
15.2
12.5
14.5
5.6
11.8
13.8
13.3
Not too important
9.6
10.1
10.9
6.7
11.7
8.3
10.9
8.7
10.5
8.5
8.1
10.9
10.0
Don't know
2.1
2.1
2.6
.7
1.8
2.1
2.4
2.4
1.6
3.7
1.0
2.6
3.3
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Percent saying candidate best
able to deal with problem of
creating new jobs is
%
%
%
%
%
%
%
%
%
%
%
%
%
Edmund G. (Pat) Brown
40.8
39.2
43.9
43.6
9.6
66.5
24.9
52.6
33.7
57.0
52.4
34.1
36.7
Richard M. Nixon
38.2
40.7
33.3
33.9
72.8
12.7
33.3
25.6
45.5
21.9
27.5
44.2
44.4
Same
1.5
1.5
.9
2.4
1.3
1.3
3.0
1.4
1.3
3.0
.8
2.0
-
Neither
1.3
1.1
1.1
2.7
1.2
1.3
1.8
1.2
1.3
1.8
1.3
1.2
3.3
Depends
.1
-
.4
.7
.2
.1
-
.4
.1
-
-
.3
-
Don't know
18.1
17.5
20.4
16.7
14.9
18.1
37.0
18.8
18.1
16.3
18.0
18.2
15.6
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Continued:
74
FACTS CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
In answer to the Questions: "Do you feel that the task of creating new jobs in the state is very important, fairly important or not
too important?"
"Which of the candidates for Governor do you feel would be best able to deal with the problem of creating
new jobs, Brown or Nixon?"
BY STANDARD
TOTAL
BY SEX
BY AGE
BY RACE
OF LIVING
Non-
Male
Female
21 to 39 40 to 59 Over 60
White
White
A & B
C & D
Number of respondents
1641
800
841
695
685
261
1491
150
438
1203
Percent saying task of creating
new jobs is
%
%
%
%
%
%
%
%
%
%
Very important
75.1
76.0
74.1
73.1
76.0
77.7
74.0
85.9
72.7
75.8
Fairly important
13.2
11.1
14.9
15.7
12.5
7.5
13.5
8.2
13.6
12.9
Not too important
9.6
11.1
8.7
9.3
10.0
10.9
10.5
3.6
12.7
8.9
Don't know
2.1
1.8
2.3
1.9
1.5
3.9
2.0
2.3
1.0
2.4
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Percent saying candidate best
able to deal with problem of
creating new jobs is
%
%
%
%
%
%
%
%
%
%
Edmund G. (Pat) Brown
40.8
42.9
38.8
45.5
37.5
36.9
38.4
64.9
33.0
43.3
Richard M. Nixon
38.2
37.4
38.9
34.1
40.2
43.6
40.7
13.2
47.4
35.1
Same
1.5
1.5
1.4
1.2
1.8
1.3
1.5
.9
1.8
1.4
Neither
1.3
1.3
1.4
1.5
1.2
1.3
1.4
.5
1.1
1.4
Depends
.1
.1
.2
.2
.2
-
.2
-
.5
.1
Don't know
18.1
16.8
19.3
17.5
19.1
16.9
17.8
20.5
16.2
18.7
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
75
FACTS CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
In answer to the Questions: "How important do you feel it is that new industry be attracted to California- very important, fairly important
or not too important?"
"Which of the candidates for Governor do you feel would be best able to attract new industry to California, Brown
or Nixon?"
TOTAL
BY AREA
BY REGISTRATION
BY RELIGION
BY UNION AFFILIATION
Central
Southern
Coast
Valley
Non-
Counties
Counties
Counties
Republican Democrat Other
Catholic Protestant Other
Member Member Refused
Number of respondents
1641
794
549
298
652
876
113
388
1063
190
609
968
64
Percent saying attracting new
industry is
%
%
%
%
%
%
%
%.
%
%
%
%
%
Very important
74.0
72.4
74.2
82.6
72.3
75.9
80.0
73.7
73.8
76.3
77.4
72.3
70.0
Fairly important
15.8
17.2
13.8
11.
15.9
15.5
19.0
16.7
16.0
13.0
14.5
16.5
16.7
Not too important
7.6
8.0
8.7
3.7
9.2
6.2
8.0
7.3
7.8
7.0
5.9
8.9
2.2
Don't know
2.6
2.4
3.3
2.0
2.6
2.4
3.0
2.3
2.4
3.7
2.2
2.3
11.1
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Percent saying candidate best
able to attract new industry is
%
%
%
%
%
%
%
%
%
%
%
%
%
Edmund G. (Pat) Brown
34.4
34.3
33.7
36.2
5.7
58.4
17.0
46.9
28.0
45.9
46.7
27.2
31.1
Richard M. Nixon
44.6
45.7
42.8
42.3
76.4
21.2
41.2
29.1
52.7
30.4
32.9
51.4
48.9
Same
1.4
1.3
.9
2.7
1.2
1.2
1.2
1.6
.9
3.3
.9
1.7
-
Neither
.9
.7
.5
2.0
.9
.7
1.2
.7
.8
1.1
.5
1.0
3.3
Depends
.1
0
.2
1.0
0
.1
1.8
.3
.1
-
.1
.2
I
Don't know
18.6
18.0
21.9
15.8
15.8
18.4
37.6
21.4
17.5
19.3
18.9
18.5
16.7
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Continued
76
FACTS CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
In answer to the Questions: "How important do you feel it is that new industry be attracted to California- very important, fairly important
or not too important?"
"Which of the candidates for Governor do you feel would be best able to attract new industry to California, Brown
or Nixon?"
BY STANDARD
TOTAL
BY SEX
BY AGE
BY RACE
OF LIVING
Non-
Male
Female
21 to 39 40 to 59 Over 60
White
White
A & B
C & D
Number of respondents
1641
800
841
695
685
261
1491
150
438
1203
Percent saying attracting new
industry is
%
%
%
%
%
%
%
%
%
%
Very important
74.0
76.5
71.8
71.2
75.2
78.1
73.7
77.3
77.2
72.9
Fairly important
15.8
15.1
16.4
18.7
14.8
11.2
16.2
12.3
13.0
16.8
Not too important
7.6
5.9
9.2
8.3
7.5
6.0
7.8
5.9
7.0
7.8
Don't know
2.6
2.5
2.6
1.8
2.5
4.7
2.3
4.5
2.8
2.5
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Percent saying candidates best
able to attract new industry is
%
%
%
%
%
%
%
%
%
%
Edmund G. (Pat) Brown
34.4
36.7
32.2
36.0
32.4
35.3
31.7
61.3
26.9
36.9
Richard M. Nixon
44.6
45.6
43.6
43.8
45.5
44.4
46.9
21.8
54.7
41.1
Same
1.4
1.9
.9
.6
2.0
1.6
1.4
1.4
1.3
1.4
Neither
.9
.8
1.0
.8
1.0
.8
.9
-
.5
1.0
Depends
.1
-
.3
.1
.3
-
.2
-
.2
.2
Don't know
18.6
15.0
22.0
18.7
18.8
17.9
18.9
15.5
16.4
19.4
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
77
FACTS CONSOLDATED
Marketing Services Division of C-E-I-R, Inc.
OTHER CONTROVERSIAL ISSUES
In answer to the Question: "How de you feel California is meeting the state's needs in education--doing about the right amount--not doing
enough--or doing too much?"
TOTAL
BY AREA
BY REGISTRATION
BY RELIGION
BY UNION AFFILIATION
Central
Southern
Coast
Valley
Non-
Counties
Counties
Counties
Republican Democrat Other
Catholic Protestant Other
Member Member Refused
Number of respondents
1641
794
549
298
652
876
113
388
1063
190
609
968
64
Percent saying California
is doing
%
%
%
%
%
%
%
%
%
%
%
%
%
Right amount in education
45.7
45.8
41.9
52.0
52.0
41.4
42.4
42.0
48.6
36.7
43.6
47.4
38.9
Not enough
41.6
39.8
48.3
38.9
34.0
47.6
40.0
44.1
38.6
54.1
44.2
39.6
49.9
Too much
4.4
5.0
3.8
1.7
7.3
2.4
1.8
4.7
4.5
2.6
3.8
4.6
5.6
Don't know
8.3
9.4
6.0
7.4
6.7
8.6
15.8
9.2
8.3
6.6
8.4
8.4
5.6
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Continued
78
FACTS CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
In answer to the Question: "How do you feel California is meeting the state's needs in education--doing about the right amount-not doing
enough--or doing too much?"
BY STANDARD
TOTAL
BY SEX
BY AGE
BY RACE
OF LIVING
Non-
Male
Female
21 to 39 40 to 59 Over 60
White
White
A & B
C & D
Number of respondents
1641
800
841
695
685
261
1491
150
438
1203
Percent saying California
is doing...
%
%
%
%
%
%
%
%
%
%
Right amount in education
45.7
49.5
42.1
45.5
45.9
45.7
45.6
46.4
48.1
44.8
Not enough
41.6
38.7
44.4
44.5
41.9
33.0
41.4
43.6
39.6
42.2
Too much
4.4
4.4
4.3
2.8
4.5
8.3
4.8
-
6.3
3.9
Don't know
8.3
7.4
9.2
7.2
7.7
13.0
8.2
10.0
6.0
9.1
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
79
FACTS CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
In answer to the Questions:
"FBI statistics show that California is one of the leaders in the nation in the percentage increase in crime of all
types. Do you feel that this is 3. problem that elected State officials in California must deal with or not?"
"Just on this one issue by itself which of the candidates for Governor do you feel is most aware of this problem and
would do the most about it, Brown or Nixon?"
"Which of the candidates for Attorney General do you feel is most aware of this problem and would do the most about
it, Mosk or Coakley?"
TOTAL
BY AREA
BY REGISTRATION
BY RELIGION
BY UNION AFFILIATION
Central
Southern
Coast
Valley
Non-
Counties
Counties
Counties
Republican Democrat Other
Catholic Protestant Other
Member
Member
Refused
Number of respondents
1641
794
549
298
652
876
113
388
1063
190
609
968
64
Percent saying increased crime
rate is
%
%
%
%
%
%
%
%
%
%
%
%
%
Problem for state officials
85.0
87.3
78.9
84.2
84.7
86.2
80.0
85.5
84.5
86.7
84.2
85.2
90.0
Not a problem
10.5
8.7
15.1
11.4
11.7
9.0
13.3
10.3
10.4
11.5
11.0
10.4
6.7
Don't know
4.5
4.0
6.0
4.4
3.6
4.8
6.7
4.2
5.1
1.8
4.8
4.4
3.3
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Number of respondents who feel
crime rate is a problem for
state officials
1377
693
433
251
546
744
87
326
889
162
511
809
57
Percent saying gubernatorial
candidate most aware of this
problem is
%
%
%
%
%
%
%
%
%
%
%
%
%
Edmund G. (Pat) Brown
42.6
40.7
47.6
44.2
11.4
67.4
28.0
54.8
34.8
61.5
53.7
36.2
39.5
Richard M. Nixon
38.6
41.7
30.5
35.1
74.4
12.7
32.6
25.1
47.2
17.1
28.0
44.4
44.5
Same
1.3
1.0
2.3
1.6
1.7
1.2
.8
.6
1.0
4.7
.8
1.8
-
Neither
1.9
1.6
2.3
3.2
1.5
2.0
3.8
1.8
2.2
.9
1.4
2.1
-
Depends
-
-
-
.4
-
-
.8
-
.1
-
.1
-
3.7
Don't know
15.6
15.0
17.3
15.5
11.0
16.7
34.0
17.7
14.7
15.8
16.0
15.5
12.3
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Percent saying candidate for
Attorney General most aware of
this is
%
%
%
%
%
%
%
%
%
%
%
%
%
Stanley Mosk
43.6
41.6
45.3
52.2
20.1
62.5
31.0
51.7
38.0
59.0
54.4
37.3
43.2
Tom Coakley
18.9
19.3
19.3
15.9
39.5
4.8
9.1
14.7
21.8
11.5
13.7
22.0
19.8
Same
.5
.3
.7
1.6
.5
.4
2.3
.2
.4
1.7
-
.9
-
Neither
.3
.1
.7
-
.1
.3
.8
.2
.2
.4
.1
.2
1.2
Don't know
36.7
38.7
34.0
30.3
39.8
32.0
56.8
33.2
39.6
27.4
31.8
39.6
35.8
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Continued
80
FACTS CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
In answer to the Questions: "FBI statistics show that California is one of the leaders in the nation in the percentage increase in crime of all
types. Do you feel that this is a problem that elected State officials in California must deal with or not?"
"Just on this one issue by itself which of the candidates for Governor do you feel is most aware of this problem and
would do the most about it, Brown or Nixon?"
"Which of the candidates for Attorney General do you feel is most aware of this problem and would do the most about
it, Mosk or Coakley?"
BY STANDARD
TOTAL
BY SEX
BY AGE
BY RACE
OF LIVING
Non-
Male
Female
21 to 39 40 to 59 Over 60
White
White
A & B
C & D
Number of respondents
1641
800
841
695
685
261
1491
150
438
1203
Percent saying increased crime
rate is
%
%
%
%
%
%
%
%
%
%
Problem for state officials
85.0
84.6
85.4
85.6
83.7
87.0
85.2
83.2
85.5
84.8
Not a problem
10.5
12.4
8.7
10.9
11.1
7.8
10.7
8.2
11.0
10.3
Don't know
4.5
3.0
5.9
3.5
5.2
5.2
4.1
8.6
3.5
4.9
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Number of respondents who feel
crime rate is a problem for
state officials
1377
667
710
587
572
218
1253
124
370
1007
Percent saying gubernatorial
candidate most aware of this
problem is...
%
%
%
%
%
%
%
%
%
%
Edmund C. (Pat) Brown
42.6
44.7
40.6
48.1
37.9
40.3
40.2
66.7
34.5
45.3
Richard M. Nixon
38.6
36.3
40.6
31.7
42.9
45.1
41.0
12.6
49.2
34.9
Same
1.3
1.3
1.4
1.3
1.4
1.5
1.3
1.1
1.9
1.1
Neither
1.9
1.8
2.1
2.2
2.1
.6
2.0
.5
1.5
2.1
Depends
-
-
.1
-
.1
-
.4
-
-
.1
Don't know
15.6
15.9
15.2
16.7
15.6
12.5
15.1
19.1
12.9
16.5
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Percent saying candidate for
Attorney General most aware of
this is
%
%
%
%
%
%
%
%
%
%
Stanley Mosk
43.6
48.3
39.3
46.3
42.5
40.0
42.3
57.9
36.7
46.0
Tom Coakley
18.9
19.8
18.1
15.9
20.5
22.7
20.2
5.5
27.9
15.9
Same
.5
.6
.5
.8
.3
.3
.6
-
.6
.5
Neither
.3
.2
.3
.2
.3
-
.2
.5
.6
.1
Don't know
36.7
31.1
41.8
36.8
36.4
37.0
36.7
36.1
34.2
37.5
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
81
FACTS CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
In answer to the Questions: "The Governor of California is often called the Chief Executive of the state. He is responsible for the work of
lots of state departments and the activities of more than 100,000 state employees. On this issue alone - that of
administrative ability - which of the two candidates di you feel is best able to handle this responsibility?"
"California's current budget is nearly 3 billion a year. It is the largest of all the states. In the June primary,
the voters rejected 3 out of 5 bond proposals. Some people say this is a protest against the costs of state government.
Do you feel that California's government costs are a serious problem?"
"Which candidate for Governor do you think can best cope with the rising costs of government and still provide the
services you consider important, Brown or Nixon?"
TOTAL
BY AREA
BY REGISTRATION
BY RELIGION
BY UNION AFFILIATION
Central
Southern
Coast
Valley
Non-
Counties
Counties
Counties
Republican Democrat Other
Catholic Protestant
Other
Member
Member
Refused
Number of respondents
1641
794
549
298
652
876
113
388
1063
190
609
968
64
Percent saying candidate best
able to handle administrative
responsibilities is
%
%
%
%
%
%
%
%
%
%
%
%
%
Edmund G. (Pat) Brown
42.4
41.2
44.1
44.6
8.9
68.9
30.9
55.4
34.4
60.7
54.3
35.4
36.7
Richard M. Nixon
42.4
44.5
38.8
37.9
80.5
14.2
37.0
26.1
51.7
21.9
30.7
49.0
47.8
Same
.8
.9
.5
1.4
.9
.8
1.2
.5
.8
1.9
.2
1.3
G
Neither
.8
.6
1.1
1.7
.6
.9
2.4
.2
1.0
1.4
.5
1.0
3.3
Don't know
13.6
12.8
15.5
14.4
9.1
15.2
28.5
17.8
12.1
14.1
14.3
13.3
12.2
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Percent saying California's
government costs
%
%
%
%
%
%
%
%
%
%
%
%
%
A serious problem
67.6
69.1
60.5
72.5
78.3
59.3
70.3
65.5
70.0
58.5
63.6
70.0
67.8
Not 3. serious problem
22.2
20.4
28.8
19.5
13.5
29.7
14.5
22.5
20.7
30.4
26.4
19.8
20.0
Don't know
10.2
10.5
10.7
8.0
8.2
11.0
15.2
12,0
9.3
11.1
10.0
10.2
12.2
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Number of respondents who feel
state government costs are a
serious problem
1097
549
332
216
509
511
77
251
739
107
385
669
43
Percent saying candidate best able
to cope with this problem is
%
%
%
%
%
%
%
%
%
%
%
%
%
Edmund C. (Pat) Brown
32.2
31.7
34.0
31.9
6.2
59.9
21.6
46.4
25.7
43.7
45.3
25.5
26.2
Richard M. Nixon
49.5
50.6
47.9
45.8
81.8
19.8
31.0
33.8
57.2
32.3
37.5
55.4
57.4
Same
1.1
1.3
:
.9
.8
.8
5.2
1.1
1.0
1.9
1.1
1.2
-
Neither
1.1
07
1.8
1.9
1.1
1.0
1.7
1.1
.9
2.5
1.4
.9
1.6
Depends
*
-
-
.5
-
-
.9
-
.1
-
.2
-
-
Don't know
16.1
15.7
15.7
19.0
10.1
18.5
39.6
17.6
15.1
19.6
14.5
17.0
14.8
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
82
*Less than one half of one percent.
Continued
FACTS
CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
In answer to the Questions: "The Governor of California is often called the Chief Executive of the state. He is responsible for the work of
lots of state departments and the activities of more than 100,000 state employees. On this issue alone - that of
administrative ability - which of the two candidates do you feel is best able to handle this responsibility?"
"California's current budget is nearly 3 billion a year. It is the largest of all the states. In the June primary,
the voters rejected 3 out of 5 bond proposals. Some people say this is a protest against the costs of state government.
Do you feel that California's government costs are a serious problem?"
"Which candidate for Governor do you think can best cope with the rising costs of government and still provide the
services you consider important, Brown or Nixon?"
BY STANDARD
TOTAL
BY SEX
BY AGE
BY RACE
OF LIVING
Non-
Male
Female
21 to 39 40 to 59 Over 60
White
White
A & B
C & D
Number of respondent
1641
800
841
695
685
261
1491
150
438
1203
Percent saying candidate best
able to handle administrative
responsibilities is...
%
%
%
%
%
%
%
%
%
%
Edmund G. (Pat) Brown
42.4
45.3
39.4
46.3
38.7
41.3
39.8
66.8
33.0
45.4
Richard M. Nixon
42.4
41.1
43.6
39.1
44.0
46.5
44.7
19.1
53.9
38.5
Same
.8
.5
1.2
.8
1.0
.8
.9
.5
.8
.9
Neither
.8
.6
1.1
.5
1.3
.8
.9
.9
1.3
.7
Don't know
13.6
12.5
14.7
13.3
15.0
10.6
13.7
12.7
11.0
14.5
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Percent saying California's
government costs are
%
%
%
%
%
%
%
%
%
%
A serious problem
67.6
68.7
66.7
62.4
71.2
71.2
68.1
62.7
69.6
66.9
Not a serious problem
22.2
23.9
20.5
26.5
19.5
18.2
22.3
21.4
21.3
22.5
Don't know
10.2
7.4
12.8
11.1
9.3
10.6
9.6
15.9
9.1
10.6
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Number of respondents who feel
state government costsare a
serious problem
1097
543
554
424
491
182
1011
86
305
792
Percent saying candidate best able
to cope with this problem is
%
%
%
%
%
%
%
%
%
%
Edmund G. (Pat) Brown
32.2
31.3
33.0
36.3
29.2
30.7
29.3
63.8
19.6
36.6
Richard M. Nixon
49.5
48.4
50.5
45.1
51.9
53.2
52.6
14.5
62.9
44.7
Same
1.1
1.2
1.0
.3
1.8
1.1
.9
3.6
.7
1.2
Neither
1.1
1.1
1.1
1.7
.8
.4
1.2
-
1.2
1.1
Depends
*
-
.1
-
.1
-
.1
-
-
.1
Don't know
16.1
18.0
14.3
16.6
16.2
14.6
15.9
18.1
15.6
16.3
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
83
*Less than one half of one percent.
FACTS CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
In answer to the Question: "Some people feel that the death penalty is a good deterrent to crime and others feel it is not. Do you
believe we should have the death penalty as a punishment to certain crimes like murder and kidnapping?"
TOTAL
BY AREA
BY REGISTRATION
BY RELIGION
BY UNION AFFILIATION
Central
Southern
Coast
Valley
Non-
Counties
Counties
Counties
Republican Democrat Other
Catholic Protestant Other
Member Member Refused
Number of respondents
1641
794
549
298
652
876
113
388
1063
190
609
968
64
Percent saying California
%
%
%
%
%
%
%
%
%
%
%
%
%
Should have death penalty
58.2
58.3
55.0
63.8
69.8
50.6
50.3
56.1
62.6
37.0
57.2
59.0
55.6
Should not have death
penalty
30.2
29.1
35.2
26.8
20.4
36.9
35.2
32.8
25.6
51.5
31.3
29.5
31.1
Don't know
11.6
12.6
9.8
9.4
9.8
12.5
14.5
11,1
11.8
11.5
11.5
11.5
13.3
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Continued
84
FACTS
CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
In answer to the Question: "Some people feel that the death penalty is a good deterrent to crime and others feel it is not. Do you
believe we should have the death penalty as a punishment to certain crimes like murder and kidnapping?"
BY STANDARD
TOTAL
BY SEX
BY AGE
BY RACE
OF LIVING
Non-
Male
Female
21 to 39 40 to 59 Over 60
White
White
A & B
C & D
Number of respondents
1641
800
841
695
685
261
1491
150
438
1203
Percent saying California
%
%
%
%
%
%
%
%
%
%
Should have death penalty
58.2
61.0
55.6
53.6
59.8
66.2
58.9
51.8
61.1
57.3
Should not have death
penalty
30.2
27.8
32.4
35.6
27.0
24.4
29.7
35.0
27.4
31.1
Don't know
11.6
11.2
12.0
10.8
13.2
9.4
11.4
13.2
11.5
11.6
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
85
FACTS CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
In answer to the Question: "Whether you believe in the death penalty or not, are there any bad things that you can think of about the way
it has been handled?"
TOTAL
BY AREA
BY REGISTRATION
BY RELIGION
BY UNION AFFILIATION
Central
Southern
Coast
Valley
Non-
Counties
Counties
Counties
Republican Democrat Other
Catholic Protestant Other
Member Member Refused
Number of respondents
1641
794
549
298
652
876
113
388
1063
190
609
968
64
Percent saying
%
%
%
%
%
%
%
%
%
%
%
%
%
Can't think of anything bad/
handled as well as it could
be/Brown has done his best
21.6
22.1
19.3
23.8
19.8
23.3
19.4
20.6
21.7
23.7
22.1
21.3
22.2
Too much time between sentenc-
ing and execution/numerous
reprieves/cruel and unfair
to criminals/gives false hope
20.7
20.2
17.1
30.5
21.8
19.7
22.4
23.8
21.5
9.6
19.4
21.9
14.4
Against capital punishment
11.7
11.7
12.7
9.7
10.3
12.6
12.7
12.2
11.0
14.8
12.7
10.1
27.8
Unfair and unequal treatment/
too many loopholes/people with
money get away
11.0
11.3
11.3
9.1
9.9
12.4
7.3
8.9
12.1
9.3
12.8
10.5
3.3
Chessman case poorly handled/
good example of unfairness and
inefficency/Brown bungled it
10.9
11.1
11.8
8.4
13.3
8.9
12.7
7.5
12.2
10.7
9.5
11.8
11.1
Cost of keeping criminals at
taxpayers expense
6.0
7.2
3.3
5.1
6.5
5.6
6.7
4.0
6.7
6.3
5.0
6.7
4.4
Too much publicity/newspapers
and other media get carried
away/criminals given too
much freedom to publicize
cases
5.3
5.0
7.3
3.0
5.0
5.8
3.0
8.7
3.7
7.4
3.8
5.7
13.3
Too lenient/more criminals should
get capital punishment/narcotic
peddlers and addicts should get
it too
3.2
2.5
4.4
4.0
3.2
2.9
4.2
2.8
3.2
3.3
3.4
3.0
2.2
Brown indecisive/changes policy
on capital punishment
2.7
3.1
1.8
1.7
4.9
1.2
1.2
2.1
2.9
2.6
1.6
3.5
-
Other
.5
.6
04
.3
.4
.7
-
.9
.4
.4
.7
.5
-
Don't know
16.6
15.4
19.7
17.1
15.8
16.8
18.8
19.3
15.2
18.5
17.8
16.1
12.2
110.2
110.2
109.1
112.7
110.9
109.9
108.4
110.8
110.6
106.6
108.8
111.1
110.9
Continued
Sums of the columns exceed 100% and the base because of multiple answers.
86
BACTS CONSOLIDATED
In answer to the Question: "Whether you believe in the death penalty or not, are there any bad things that you can think of about the way
it has been handled?"
BY STANDARD
TOTAL
BY SEX
BY AGE
BY RACE
OF LIVING
Non-
Male
Female
21 to 39 40 to 59 Over 60
White
White
A & B
C & D
Number of respondents
1641
800
841
695
685
261
1491
150
438
1203
Percent saying
%
%
%
%
%
%
%
%
%
%
Can't think of anything bad/
handled as well as it could
be/Brown has done his best
21.6
23.1
20.2
21.5
20.2
25.8
21.1
26.2
15.9
23.7
Too much time between sentenc-
ing and execution/numerous
reprieves/cruel and unfair
to criminals/gives false hope
20.7
19.7
21.7
21.9
19.7
20.5
21.3
15.5
25.8
19.0
Against capital punishment
11.7
10.6
12.8
14.6
10.1
8.3
11.0
19.1
10.9
12.0
Unfair and unequal treatment/
too many loopholes/people with
money get away
11.0
12.1
10.1
10.9
12.4
7.8
11.1
10.5
11.9
10.8
Chessman case poorly handled/
good example of unfairness and
inefficency/Brown bungled it
10.9
11.3
10.5
9.6
12.1
11.4
11.6
4.1
13.6
10.0
Cost of keeping criminals at
taxpayers expense
6.0
6.6
5.5
5.0
6.1
8.6
6.0
6.8
6.0
6.0
Too much publicity/newspapers
and other media get carried
away/criminals given too
much freedom to publicize
cases
5.3
5.6
5.0
6.1
5.1
3.6
5.3
5.5
4.9
5.4
Too lenient/more criminals should
get capital punishment/narcotic
peddlers and addicts should get
it too
3.2
4.4
1.9
2.8
2.8
4.9
2.9
5.5
2.8
3.2
Brown indecisive/changes policy
on capital punishment
2.7
4.1
1.3
1.9
3.8
1.8
2.9
.5
3.9
2.3
Other
.5
.3
.8
.1
.6
1.6
.6
-
1.1
.3
Don't know
16.6
13.0
19.9
15.9
17.9
14.5
16.7
14.5
17.0
16.4
110.2
110.8
109.7
110.3
110.8
108.8
110.5
108.2
113.8
109.1
Sums of the columns exceed 100% and the base because of multiple answers.
87
FACTS CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
OTHER CANDIDATES AND ISSUES
In answer to the Questions: "As you probably remember, during the primary campaign there were some bitter charges made against Lt. Gov. Anderson
by his opponent. Do you think these charges will have quite a bit of imp ortance in the final election or not be of
very much importance?"
"When baseball player Willie Mayes was having trouble buying a house in San Francisco, Mayor Christopher who is
running for Lt. Governor offered the hospitality of his home until the Mayes could find a place of their OWN.
Would this make you more inclined to vote for Christopher -- less inclined to vote for him or wouldn't
it
make any difference?"
TOTAL
BY AREA
BY REGISTRATION
BY RELIGION
BY UNION AFFILIATION
Central
Southern
Coast
Valley
Non-
Counties Counties Counties
Republican Democrat Other
Catholic Protestant Other
Member Member Refused
Number of respondents
1641
794
549
298
652
876
113
388
1063
190
609
968
64
Percent saying charges against
Anderson will have
%
%
%
%
%
%
%
%
%
%
%
%
%
Quite a bit of importance
8.7
9.8
7.9
4.0
12.1
5.6
12.1
8.4
9.1
7.0
8.0
8.9
11.1
Not very much importance
32.7
35.0
29.5
26.5
31.5
35.1
22.5
32.9
31.9
37.0
35.4
31.9
20.0
Don't remember charges
46.8
43.8
50.8
55.4
43.5
48.6
52.7
50.9
46.0
43.0
44.5
47.5
58.9
Don't know
11.8
11.4
11.8
14.1
12.9
10.7
12.7
7.8
13.0
13.0
12.1
11.7
10.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Percent saying Christopher's
hospitality toward Willie Mayes
would influence their vote
%
%
%
%
%
%
%
%
%
%
%
%
%
More toward Christopher
24.0
24.4
22.6
24.5
24.0
24.5
20.6
21.4
22.8
36.7
22.6
25.0
22.3
Less toward Christopher
7.9
8.1
7.1
8.4
8.3
7.8
6.1
8.2
8.7
2.6
9.5
7.3
2.2
No difference
64.4
63.3
67.2
64.8
65.1
64.1
63.6
65.7
65.7
53.7
63.4
64.4
73.3
Don't know
3.7
4.2
3.1
2.3
2.6
3.6
9.7
4.7
2.8
7.0
4.5
3.3
2.2
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Continued
88
FACTS CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
In answer to the Questions: "As you probably remember, during the primary campaign there were some bitter charges made against Lt. Gov. Anderson
by his opponent. Do you think these charges will have quite a bit of importance in the final election or not be of
very much importance?"
"When baseball player Willie Mayes was having trouble buying a house in San Francisco, Mayor Christopher who is
running for Lt. Governor offered the hospitality of his home until the Mayes could find a place of their own.
Would this make you more inclined to vote for Christopher -- less inclined to vote for him -- or -- wouldn't it
make any difference?"
BY STANDARD
TOTAL
BY SEX
BY AGE
BY RACE
OF LIVING
Non-
Male
Female
21 to 39 40 to 59 Over 60
White
White
A & B
C & D
Number of respondents
1641
800
841
695
685
261
1491
150
438
1203
Percent saying charges against
Anderson will have
%
%
%
%
%
%
%
%
%
%
Quite a bit of importance
8.7
8.9
8.5
7.5
9.5
9.6
8.8
7.7
8.3
8.8
Not very much importance
32.7
37.9
27.8
34.6
31.5
31.2
33.5
25.0
37.2
31.2
Don't remember charges
46.8
43.4
50.0
49.7
47.0
38.4
46.2
53.2
44.2
47.7
Don't know
11.8
9.8
13.7
8.2
12.0
20.8
11.5
14.1
10.3
12.3
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Percent saying Christopher's
hospitality toward Willie Mayes
would influence their vote
%
%
%
%
%
%
%
%
%
%
More toward Christopher
24.0
22.0
25.9
24.9
23.7
22.3
23.1
33.2
23.7
24.1
Less toward Christopher
7.9
10.4
5.5
7.3
8.5
7.8
8.3
3.6
9.9
7.2
No difference
64.4
64.2
64.6
64.9
63.5
65.7
65.0
59.1
63.5
64.7
Don't know
3.7
3.4
4.0
2.9
4.3
4.2
3.6
4.1
2.9
4.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
89
FACTS CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
In answer to the Questions: "As you probably know, Stanley Mosk has two jobs: State Attorney General and also Democratic National Committeeman.
Would having these two jobs make you more inclined to vote for Mosk -- less inclined to vote for him, or -- wouldn't
it make any difference?"
"It has been stated frequently that what Mosk really wants is an appointment to the State Supreme Court. If appointed
he would have to resign as Attorney General and be replaced by a political appointee. Would this make you more
inclined to vote for Mosk less inclined to vote for him or -- doesn't it make any difference?"
TOTAL
BY AREA
BY REGISTRATION
BY RELIGION
BY UNION AFFILIATION
Central
Southern
Coast
Valley
Non-
Counties
Counties
Counties
Republican Democrat Other
Catholic Protestant Other
Member Member Refused
Number of respondents
1641
794
549
298
652
876
113
388
1063
190
609
968
64
Percent saying Mosk's having
two jobs would influence their
vote
%
%
%
%
%
%
%
%
%
%
%
%
%
More toward Mosk
7.6
8.4
6.7
5.0
2.6
11.1
10.3
9.8
6.0
12.6
10.0
6.2
7.8
Less toward Mosk
22.9
24.2
18.4
24.2
37.4
11.5
26.1
15.5
26.3
18.1
18.5
25.7
20.0
No difference
64.2
61.7
69.8
66.8
53.9
73.1
55.1
67.9
62.5
66.3
66.1
62.8
66.6
Don't know
5.3
5.7
5.1
4.0
6.1
4.3
8.5
6.8
5.2
3.0
5.4
5.3
5.6
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Percent saying the statement
that Mosk wants a Supreme Court
appointment would influence
their vote
%
%
%
%
%
%
%
%
%
%
%
%
%
More toward Mosk
3.2
3.4
3.3
2.0
1.2
4.7
3.0
2.4
2.8
7.0
3.9
6.8
4.4
Less toward Mosk
28.0
28.8
26.8
26.8
40.6
18.5
28.5
26.8
29.4
23.0
19.9
57.1
20.0
No difference
61.0
59.4
63.7
64.1
50.1
69.5
58.8
59.8
60.5
66.3
66.7
33.4
67.8
Don't know
7.8
8.4
6.2
7.1
8.1
7.3
9.7
11.0
7.3
3.7
9.5
2.7
7.8
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Continued
90
FACTS CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
In answer to the Questions: "As you probably know, Stanley Mosk has two jobs: State Attorney General and also Democratic National Committeeman.
Would having these two jobs make you more inclined to vote for Mosk -- less inclined to vote for him, or -- wouldn't
it make any difference?"
"It has been stated frequently that what Mosk really wants is an appointment to the State Supreme Court. If appointed
he would have to resign as Attorney General and be replaced by a political appointee. Would this make you more
inclined to vote for Mosk less inclined to vote for him -- or -- doesn't it make any difference?"
BY STANDARD
TOTAL
BY SEX
BY AGE
BY RACE
OF LIVING
Non-
Male
Female
21 to 39 40 to 59 Over 60
White
White
A & B
C & D
Number of respondents
1641
800
841
695
685
261
1491
150
438
1203
Percent saying Mosk's having
two jobs would influence their
vote
%
%
%
%
%
%
%
%
%
%
More toward Mosk
7.6
6.5
8.7
9.7
6.8
4.4
7.4
10.0
6.0
8.2
Less toward Mosk
22.9
22.2
23.5
20.0
24.5
26.0
24.2
10.0
28.1
21.1
No difference
64.2
65.2
63.2
65.6
63.5
62.3
63.5
70.0
62.0
64.9
Don't know
5.3
6.1
4.6
4.7
5.2
7.3
4.9
10.0
3.9
5.8
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Percent saying the statement
that Mosk wants a Supreme Court
appointment would influence
their vote
%
%
%
%
%
%
%
%
%
%
More toward Mosk
3.2
3.8
2.6
3.9
3.1
1.5
3.1
4.5
2.7
3.4
Less toward Mosk
28.0
27.7
28.4
30.6
26.4
26.0
29.0
18.6
32.8
26.4
No difference
61.0
62.8
59.3
58.2
62.9
63.2
60.9
62.3
59.6
61.5
Don't know
7.8
5.7
9.7
7.3
7.6
9.3
7.0
14.6
4.9
8.7
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
91
FACTS CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
In answer to the Question: "As you may have heard, Tom Coakley, who is running for Attorney General, was a registered Democrat until 3 years
ago when he changed his registration to Republican because he opposed the ultra liberal policies of certain
elements in the Democratic party. Would this make you more inclined to vote for him -- less inclined to vote
for him -- or wouldn't it make any difference?"
TOTAL
BY AREA
BY REGISTRATION
BY RELIGION
BY UNION AFFILIATION
Central
Southern
Coast
Valley
Non-
Counties
Counties
Counties Republican Democrat Other
Catholic Protestant Other
Member Member Refused
Number of respondents
1641
794
549
298
652
876
113
388
1063
190
609
968
64
Percent saying Coakley's change
of registration would influence
them to vote for Coakley
%
%
%
%
%
%
%
%
%
%
%
%
%
More
24.4
25.3
21.7
24.4
48.0
7.9
13.9
16.0
28.3
18.9
18.0
28.0
30.0
Less
17.5
16.1
22.0
16.8
3.5
28.4
15.8
17.4
14.6
35.2
22.9
14.2
18.9
No difference
50.5
50.6
50.9
49.0
44.0
53.7
63.6
56.1
50.1
40.3
51.7
50.0
46.7
Don't know
7.6
8.0
5.4
9.8
4.5
10.0
6.7
10.5
7.0
5.6
7.4
7.8
4.4
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Continued
92
FACTS CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
In answer to the Question: "As you may have heard, Tom Coakley, who is running for Attorney General, was a registered Democrat until 3 years
ago when he changed his registration to Republican because he opposed the ultra liberal policies of certain
elements in the Democratic party. Would this make you more inclined to vote for him -- less inclined to vote
for him -- or -- wouldn't it make any difference?"
BY STANDARD
TOTAL
BY SEX
BY AGE
BY RACE
OF LIVING
Non-
Male
Female
21 to 39 40 to 59 Over 60
White
White
A & B
C & D
Number of respondents
1641
800
841
695
685
261
1491
150
438
1203
Percent saying Coakley's change
of registration would influence
them to vote for Coakley
%
%
%
%
%
%
%
%
%
%
More
24.4
24.7
24.1
22.5
26.5
23.6
26.2
5.9
32.6
21.7
Less
17.5
19.2
15.9
21.1
14.9
15.3
16.2
30.9
14.0
18.7
No difference
50.5
49.0
51.9
48.5
51.7
52.5
50.4
51.4
48.5
51.1
Don't know
7.6
7.1
8.1
7.9
6.9
8.6
7.2
11.8
4.9
8.5
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
93
FACTS CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
In answer to the Questions: "Some people feel that the fact that George Christopher was born in Greece in a mountain cabin and of very humble
parents and then came to this country and became a successful businessman and Mayor of San Francisco will help
him a great deal in his campaign for Lt. Governor. Others feel it will not be of much importance in his campaign.
Would this make you more inclined to vote for him less inclined to vote for him -- or doesn't it make any
difference?"
"Mayor Christopher put through a successful F.E.P.C. Law (Fair Employment Practices Committee) in San Francisco a
year before Governor Brown did in Sacramento. Would this make you more inclined to vote for Christopher less
inclined to vote for him or wouldn't it make any difference?"
TOTAL
BY AREA
BY REGISTRATION
BY RELICION
BY UNION AFFILIATION
Central
Southern
Coast
Valley
Non-
Counties
Counties
Counties
Republican Democrat Other
Catholic Protestant Other
Member Member Refused
Number of respondents
1641
794
549
298
652
876
113
388
1063
190
609
968
64
Percent saying Christopher's
rise from humble beginnings
would influence their vote
%
%
%
%
%
%
%
%
%
%
%
%
%
More toward Christopher
20.2
23.3
12.0
19.1
26.4
15.0
25.4
16.7
22.0
17.4
18.1
21.0
27.8
Less toward Christopher
2.1
2.1
1.5
2.7
1.6
2.3
1.8
2.8
1.9
1.5
2.4
2.0
-
No difference
75.4
72.2
85.2
74.5
70.2
79.7
72.8
77.7
73.9
79.3
77.4
74.5
71.1
Don't know
2.3
2.4
1.3
3.7
1.8
3.0
-
2.8
2.2
1.8
2.1
2.5
1.1
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Percent saying Christopher's
adoption of the F.E.P.C. Law
would influence their vote
%
%
%
%
%
%
%
%
%
%
%
%
%
More toward Christopher
37.0
38.4
36.6
30.5
40.9
33.1
44.9
33.3
37.3
43.7
37.4
37.4
27.8
Less toward Christopher
2.7
3.0
2.0
2.7
3.2
2.6
-
2.6
2.9
1.5
3.9
2.1
-
No difference
54.7
53.1
56.7
59.1
51.0
58.1
49.7
54.9
55.1
51.8
51.1
66.0
67.8
Don't know
5.6
5.5
4.7
7.7
4.9
6.2
5.4
9.2
4.7
3.0
7.6
4.5
4.4
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Continued
94
FACTS CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
In answer to the Questions: "Some people feel that the fact that George Christopher was born in Greece in a mountain cabin and of very humble
parents and then came to this country and became a successful businessman and Mayor of San Francisco will help
him a great deal in his campaign for Lt. Governor. Others feel it will not be of much importance in his campaign.
Would this make you more inclined to vote for him -- less inclined to vote for him -- or -- doesn't it make any
difference?"
"Mayor Christopher put through a successful F.E.F.C. Law (Fair Employment Practices Committee) in San Francisco a
year before Governor Brown did in Sacramento. Would this make you more inclined to vote for Christopher RP less
inclined to vote for him -- or - wouldn't it make any difference?"
BY STANDARD
TOTAL
BY SEX
BY AGE
BY RACE
OF LIVING
Non-
Male
Female
21 to 39 40 to 59 Over 60
White
White
A & B
C & D
Number of respondents
1641
800
841
695
685
261
1491
150
438
1203
Percent saying Christopher's
rise from humble beginnings
would influence their vote...
%
%
%
%
%
%
%
%
%
%
More toward Christopher
20.2
19.6
20.8
19.4
19.8
23.6
20.0
22.7
18.0
21.0
Less toward Christopher
2.1
2.4
1.8
1.9
2.2
2.1
2.1
1.3
1.9
2.1
No difference
75.4
76.1
74.8
76.4
75.4
72.7
75.7
72.3
77.8
74.6
Don't know
2.3
1.9
2.6
2.3
2.6
1.6
2.2
3.7
2.3
2.3
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Percent saying Christopher's
adoption of the F.E.P.C. Law
would influence their vote...
%
%
%
%
%
%
%
%
%
%
More toward Christopher
37.0
36.5
37.6
37.8
36.5
36.6
36.8
39.1
36.4
37.3
Less toward Christopher
2.7
4.0
1.4
1.9
3.6
2.1
2.9
-
3.1
2.5
No difference
54.7
54.9
54.4
55.0
54.0
55.3
55.6
45.5
57.1
53.8
Don't know
5.6
4.6
6.6
5.3
5.9
6.0
4.7
15.4
3.4
6.4
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
95
FACTS CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
In answer to the Question: "Do you think the race for Governor, Lieutenant Governor, Attorney General, U. S. Senator, Secretary of State,
State Treasurer and State Controller will be close?"
TOTAL
BY AREA
BY REGISTRATION
BY RELIGION
BY UNION AFFILIATION
Central
Southern
Coast
Valley
Non-
Counties
Counties
Counties
Republican Democrat Other
Catholic Protestant Other
Member Member Refused
Number of respondents
1641
794
549
298
652
876
113
388
1063
190
609
968
64
Percent saying the race for
Governor will be
%
%
%
%
%
%
%
%
%
%
%
%
%
Close
78.7
78.0
77.8
84.6
83.6
75.3
76.3
73.3
81.0
77.8
77.6
79.7
73.3
Not close
14.7
15.5
13.5
12.4
10.9
17.4
15.8
16.4
13.8
15.5
15.4
14.2
14.5
Don't know
6.6
6.5
8.7
3.0
5.5
7.3
7.9
10.3
5.2
6.7
7.0
6.1
12.2
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Percent saying the race for
Lieutenant Governor will be
%
%
%
%
%
%
%
%
%
%
%
%
%
Close
59.7
57.2
62.8
67.1
66.1
56.3
47.9
56.3
61.7
55.1
57.3
61.6
52.2
Not close
17.0
16.7
17.3
17.8
14.1
18.8
20.0
19.1
16.5
15.6
20.0
15.0
20.0
Don't know
23.3
26.1
19.9
15.1
19.8
24.9
32.1
24.6
21.8
29.3
22.7
23.4
27.8
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Percent saying the race for
Attorney General will be
%
%
%
%
%
%
%
%
%
%
%
%
%
Close
40.1
41.2
38.5
37.6
47.6
35.2
34.6
38.3
41.7
34.4
37.1
41.6
45.6
Not close
26.6
24.9
26.0
36.2
21.7
30.3
26.0
26.5
25.6
33.0
29.7
24.7
25.6
Don't know
33.3
33.9
35.5
26.2
30.7
34.5
39.4
35.2
32.7
32.6
33.2
33.7
28.8
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Percent saying the race for
U. S. Senator will be
%
%
%
%
%
%
%
%
%
%
%
%
%
Close
47.3
51.5
36.8
44.3
48.2
48.0
37.0
43.7
48.2
49.7
47.0
47.1
52.2
Not close
20.2
14.7
30.2
30.5
23.6
18.0
16.3
19.6
20.6
19.2
20.4
19.9
22.2
Don't know
32.5
33.8
33.0
25.2
28.2
34.0
46.7
36.7
31.2
31.1
32.6
33.0
25.6
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Continued
96
FACTS CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
In
answer to the Question: "Do you think the race for Governor, Lieutenant Governor, Attorney General, U.S. Senator, Secretary of State,
State Treasurer and State Controller will be close?"
BY STANDARD
TOTAL
BY SEX
BY AGE
BY RACE
OF LIVING
Non-
Male
Female
21 to 39 40 to 59 Over 60
White
White
A & B
C & D
Number of respondents
1641
800
841
695
685
261
1491
150
438
1203
Percent saying the race for
Governor will be
%
%
%
%
%
%
%
%
%
%
Close
78.7
76.7
80.6
80.7
79.0
73.0
79.9
66.8
81.5
77.8
Not close
14.7
17.8
11.7
13.7
14.5
17.4
14.4
17.3
13.8
14.9
Don't know
6.6
5.5
7.7
5.6
6.5
9.6
5.7
15.9
4.7
7.3
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Percent saying the race for
Lieutenant Governor will be
%
%
%
%
%
%
%
%
%
%
Close
59.7
60.7
58.7
61.3
61.9
49.4
60.5
51.4
65.7
57.6
Not close
17.0
21.2
13.1
16.7
16.3
19.7
17.2
15.0
17.5
16.8
Don't know
23.3
18.1
28.2
22.0
21.8
30.9
22.3
33.6
16.8
25.6
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Percent saying the race for
Attorney General will be
%
%
%
%
%
%
%
%
%
%
Close
40.1
39.8
40.5
38.4
44.5
33.0
41.0
31.4
48.9
37.2
Not close
26.6
34.0
19.6
27.3
23.9
31.7
26.9
23.2
25.8
26.8
Don't know
33.3
26.2
39.9
34.3
31.6
35.3
32.1
45.4
25.3
36.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Percent saying the race for
U. S. Senator will be...
%
%
%
%
%
%
%
%
%
%
Close
47.3
49.8
44.9
47.2
48.3
44.9
48.3
37.7
53.9
45.1
Not close
20.2
24.7
15.9
20.3
20.5
18.7
20.9
12.3
21.8
19.6
Don't know
32.5
25.5
39.2
32.5
31.2
36.4
30.8
50.0
24.3
35.3
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
97
FACTS CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
In answer to the Question: "Do you think the race for Governor, Lieutenant Governor, Attorney General, U. S. Senator, Secretary of State,
State Treasurer and State Controller will be close?"
TOTAL
BY AREA
BY REGISTRATION
BY RELIGION
BY UNION AFFILIATION
Central
Southern
Coast
Valley
Non-
Counties
Counties
Counties
Republican Democrat Other
Catholic Protestant Other
Member
Member
Refused
Number of respondents
1641
794
549
298
652
876
113
388
1063
190
609
968
64
Percent saying the race for
Secretary of State will be
%
%
%
%
%
%
%
%
%
%
%
%
%
Close
24.3
26.4
16.8
26.8
26.0
23.9
18.2
22.8
24.8
24.9
23.1
24.8
28.8
Not close
21.2
18.3
22.6
33.9
24.3
19.4
15.1
20.2
22.0
17.7
20.3
21.5
23.4
Don't know
54.5
55.3
60.6
39.3
49.7
56.7
66.7
57.0
53.2
57.4
56.6
53.7
47.8
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Percent saying the race for
State Treasurer will be
%
%
%
%
%
%
%
%
%
%
%
%
%
Close
21.5
22.8
17.5
22.1
26.7
18.6
13.3
19.2
22.1
23.3
19.3
22.4
28.9
Not close
18.9
17.4
17.5
29.2
18.0
20.8
9.1
19.5
19.0
16.3
20.4
18.1
15.5
Don't know
59.6
59.8
65.0
48.7
55.3
60.6
77.6
61.3
58.9
60.4
60.3
59.5
55.6
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Percent saying the race for
State Controller will be
%
%
%
%
%
%
%
%
%
%
%
%
%
Close
22.3
23.2
19.1
24.2
28.0
19.5
11.0
19.5
23.6
21.5
18.9
24.4
23.3
Not close
19.8
17.9
17.9
33.6
18.7
22.0
9.7
21.8
19.1
19.6
21.6
18.8
17.8
Don't know
57.9
58.9
63.0
42.2
53.3
58.5
79.3
58.7
57.3
58.9
59.5
56.8
58.9
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Continued
98
FACTS CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc.
In answer to the Question: "Do you think the race for Governor, Lieutenant Governor, Attorney General, U. S. Senator, Secretary of State,
State Treasurer and State Controller will be close?"
BY STANDARD
TOTAL
BY SEX
BY AGE
BY RACE
OF LIVING
Non-
Male
Female
21 to 39 40 to 59 Over 60
White
White
A & B
C & D
Number of respondents
1641
800
841
695
685
261
1491
150
438
1203
Percent saying the race for
Secretary of State will be
%
%
%
%
%
%
%
%
%
%
Close
24.3
26.4
22.3
18.9
28.5
27.3
25.1
16.8
30.7
22.2
Not close
21.2
26.1
16.5
20.7
20.7
23.3
21.9
12.7
25.3
19.7
Don't know
54.5
47.5
61.2
60.4
50.8
49.4
53.0
70.5
44.0
58.1
100.0
100.0
100,0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Percent saying the race for
State Treasurer will be
%
%
%
%
%
%
%
%
%
%
Close
21.5
24.4
18.8
15.0
26.2
25.9
22.4
12.3
29.5
18.8
Not close
18.9
22.6
15.3
20.7
17.5
17.7
19.3
14.1
18.8
18.8
Don't know
59.6
53.0
65.9
64.3
56.3
56.4
58.3
73.6
51.7
62.4
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Percent saying the race for
State Controller will be
%
%
%
%
%
%
%
%
%
%
Close
22.3
25.2
19.7
15.2
27.4
27.9
23.4
11.9
29.5
20.0
Not close
19.8
23.9
16.0
22.2
18.2
17.6
20.3
14.5
19.8
19.8
Don't know
57.9
50.9
64.3
62.6
54.4
54.5
56.3
73.6
50.7
60.2
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
9,
FACTS CONSOLIDATED
Marketing Services Division of C-E-I-R, Inc
FOR
A. Some elderly people say they cannot pay their
medical bills.
B. Some children say their parents' medical expenses
are a burden to them.
C. Medical costs are too high.
D. The medicare plan is the cheapest way of solving
the problem.
E. Not enough people care about the elderly.
F. Elderly people have the right to have their medical
bills paid.
Card "A"
AGAINST
A. The doctors have said the plan will lead to socialized
medicine.
B. Congress has refused to pass the bill.
C. The Plan would not cover all the aged people who needed
care.
D. The Plan would cover a great many people who can afford
to pay their own bills.
E. Our taxes are high enough already.
F. There are already ways for people to get voluntary health
insurance which will cover their illnesses.
G. The Medicare Plan is the most expensive way of solving
the problem.
H. There is already a Federal/State plan to take care of
aged people who need care.
I. People ought to plan ahead SO they can cope with these
medical costs.
CARD "B"
INCREASED INCOME TAX
INCREASED CIGARETTE TAX
INCREASED BEER TAX
INCREASED LIQUOR TAX
INCREASED RETAIL SALES TAX
EXTEND RETAIL SALES TAX TO INCLUDE
GROCERIES
WOULD OBJECT TO ALL
WOULD OBJECT TO NONE
Card "C"
A. Getting more California made products
sold overseas
B. Preventing water pollution
C. Getting farm workers to join unions
D. Giving the State Legislature the right to
control all parts of the state budget
E. Reapportionment of State Senate
F. Making more and better use of career
employees who work for the state
G. Cutting down on the number and size of
state bureaus
H. Having the State Legislature meet to work
on state problems more often or have longer
sessions
I. Getting more state parks developed
J. Increasing the state social welfare program
K. Actual delivery of California water from
the north to the south
L. Better law enforcement on highways and
freeways
Card "D"
GOVERNOR
EDMUND G. (Pat) BROWN, Democratic
Governor of California
RICHARD M. NIXON, Republican
LIEUTENANT GOVERNOR
GLENN M. ANDERSON, Democratic
Lieutenant Governor, State of California
GEORGE CHRISTOPHER, Republican
Mayor of San Francisco
ATTORNEY GENERAL
STANLEY MOSK, Democratic
Attorney General of California
TOM COAKLEY, Republican
Superior Court Judge
UNITED STATES SENATOR
THOMAS H. KUCHEL, Republican
United States Senator
RICHARD RICHARDS, Democratic
California State Senator
SECRETARY OF STATE
FRANK M. JORDAN, Republican
Secretary of State
DON ROSE, Democratic
Governmental Administrator
TREASURE OF STATE
BERT A BETTS, Democratic
Treasure, State of California
JOHN A BUSTERUD, Republican
Member of the California Legislature
CONTROLLER OF STATE
ALAN CRANSTON, Democratic
State Controller
BRUCE V. REAGAN, Republican
Member, State Legislature
CARD "E"
July, 1962
FACTS CONSOLIDATED
Int Name
Int. #
Study # 156648-01-00
Los Angeles - San Francisco
Date
We are making a survey regarding some of the statewide problems that
REGISTERED
12-1
California voters will have to face. Are you registered, or do you
EXPECT TO REGISTER
-2
expect to be registered to vote in California in the coming November
Election? (IF NOT REGISTERED OR DON'T EXPECT TO REGISTER, DISCONTINUE INTERVIEW WITHOUT MARKING)
1. The first question deals with education. How do you feel
RIGHT AMOUNT
13-1
California is meeting the state's needs in education--doing
NOT ENOUGH
-2
about the right amount-not doing enough--or doing too much?
TOO MUCH
-3
DK
-4
2. FBI statistics show that California is one of the leaders in the nation in
YES
14-1
the percentage increase in crime of all types. Do you feel that this is a
NO
-2
problem that elected State officials in California must deal with or not?
DK
-3
(IF YES, ASK)
2a. Just on this one issue by itself which of the candidates for
BROWN
15-1
Governor do you feel is most aware of this problem and would do
NIXON
-2
the most about it, Brown or Nixon?
DK
-3
2b. Which of the candidates for Attorney General do you feel is most
MOSK
16-1
aware of this problem and would do the most about it, Mosk or
COAKLEY
-2
Coakley?
DK
-3
3. Do you feel that the task of creating new jobs in the state is
VERY IMPORTANT
17-1
very important, fairly important, or not too important?
FAIRLY IMPORTANT
-2
NOT TOO IMPORTANT
-3
DK
-4
4. Which of the candidates for Governor do you feel would be best able to
BROWN
18-1
deal with the problem of creating new jobs, Brown or Nixon?
NIXON
-2
DK
-3
5. How important do you feel it is that new industry be attracted to
VERY IMPORTANT
19-1
California--very important, fairly important or not too important?
FAIRLY
IMPORTANT
-2
NOT TOO IMPORTANT
-3
DK
-4
6. Which of the candidates for Governor do you feel would be best able to
BROWN
20-1
attract new industry to California, Brown or Nixon?
NIXON
-2
DK
-3
7. Governor Brown has said that he favors the cumpulsory program to finance
BROWN
21-1
medical care for the aged through an increase in social security taxes.
NIXON
-2
Richard Nixon has said he favors the continuation of the present system
DK
-3
of voluntary cooperation between the state and federal government. On
this particular issue, which of the candidates do you agree with, Brown
or Nixon?
8. There are many considerations involved in whether or not the federal government should pass
a program of financing medical care for the aged. Here is a card showing some of the things
which are involved. Now let's just suppose for a minute that you are in favor of such a
plan. On this list would you show me what you thi is is the argument which would impress you
most? (SHOW CARD A)
A. SOME ELDERLY PEOPLE SAY THEY CANNOT PAY THEIR MEDICAL BILLS
22-1
B. SOME CHILDREN SAY THEIR PARENTS' MEDICAL EXPENSES ARE A BURDEN TO THEM
-2
C. MEDICAL COSTS ARE TOO HIGH
-3
D. THE MEDICARE PLAN IS THE CHEAPEST WAY OF SOLVING THE PROBLEM
-4
E. NOT ENOUGH PEOPLE CARE ABOUT THE ELDERLY
-5
F. ELDERLY PEOPLE HAVE THE RIGHT TO HAVE THEIR MEDICAL BILLS PAID
-6
NONE
-7
DK
-8
9. Now let's just suppose you are against such a plan for paying for the aged medical bills.
On this list would you show me what you think is the best argument which would impress you
most? (SHOW CARD B)
A. THE DOCTORS HAVE SAID THE PLAN WILL LEAD TO SOCIALIZED MEDICINE
23-1
B. CONGRESS HAS REFUSED TO PASS THE BILL
-2
C. THE PLAN WOULD NOT COVER ALL THE AGED PEOPLE WHO NEEDED CARE
-3
D. THE PLAN WOULD COVER A GREAT MANY PEOPLE WHO CAN AFFORD TO PAY THEIR OWN BILLS
-4
E. OUR TAXES ARE HIGH ENOUGH ALREADY
-5
F. THERE ARE ALREADY WAYS FOR PEOPLE TO GET VOLUNTARY HEALTH INSURANCE WHICH WILL
COVER THEIR ILLNESSES
-6
G. THE MEDICARE PLAN IS THE MOST EXPENSIVE WAY OF SOLVING THE PROBLEM
-7
H. THERE IS ALREADY A FEDERAL/STATE PLAN TO TAKE CARE OF AGED PEOPLE WHO NEED CARE-
-8
I. PEOPLE OUGHT TO PLAN AHEAD so THEY CAN COPE WITH THESE MEDICAL COSTS
-9
NONE
-0
DK
-X
2 -
(IF NONE/DK IN Q. 8 OR 9, GO TO Q. 11)
10, Now, of the two arguments which you have picked as the best,
ARGUMENT IN FAVOR
24-1
which one of the two comes closest to the way you personally
ARGUMENT OPPOSED
-2
feel the argument for or the argument against?
DK
-3
11. President Kennedy has said that he intends to campaign to a
FAVOR 25-1
large extent in support of candidates who favor Medicare,
OPPOSE
-2
As of now, do you favor Medicare, oppose it, or do you
NO STRONG FEELINGS
-3
not have a strong feeling one way or the other?
DK
-4
12. If President Kennedy campaigns for Medicare in California,
HELP 26-1
do you feel it will help or hurt Governor Brown?
HURT
-2
DK
-3
13, Which of these statements comes closest to the way you personally feel?
a. "IT IS VERY IMPORTANT TO ELECT A GOVERNOR WHO
AGREES WITH PRESIDENT KENNEDY AND HIS POLICIES.
"
27-1
b, "IT IS VERY IMPORTANT TO ELECT A GOOD GOVERNOR
REGARDLESS OF WHETHER OR NOT HE AGREES WITH
PRESIDENT KENNEDY. "
-2
DK
-3
14,
If
comes to California to campaign for Brown and the other Democratic
candidates, would this influence you to vote for or against Brown, or wouldn't it
make any difference? (ASK FOR EACH AND RECORD BELOW)
NO
FOR
AGAINST
DIFFERENCE
DK
PRESIDENT KENNEDY
28-1
-2
-3
-4
ROBERT KENNEDY
29-1
-2
-3
-4
LYNDON JOHNSON
30 1
-2
-3
-4
15.
If
comes to California to campaign for Nixon and the other Republican
candidates, would this influence you to vote for or against Nixon, or wouldn't it
make any difference? (ASK FOR EACH AND RECORD BELOW)
NO
FOR
AGAINST
DIFFERENCE
DK
PRESIDENT EISENHOWER
31-1
2
-3
-4
GOVERNOR ROCKEFELLER
32-1
-2
-3
-4
BARRY GOLDWATER
331
-2
-3
-4
16. The Governor of California is often called the Chief Executive of the
BROWN
34-1
state. He is responsible for the work of lots of state departments
NIXON
-2
and the activities of more than 100,000 state employees On this
DK
-3
issue alone - that of administrative ability which of the two candidates
do you feel is best able to handle. this responsibility?
17. California's current budget is nearly 3 billion a year. It is the largest
YES
35-1
of all the states, In the June primary, the voters rejected 3 out of 5
NO
-2
bond proposals. Some people say this is a protest against the costs of
DK
-3
state government. Do you feel that California's government costs are a
serious problem?
(IF YES, ASK)
17a. Which candidate for Governor do you think can best cope with the
BROWN 36-1
rising costs of government and still provide the services you
NIXON
-2
consider important, Brown or Nixon?
DK
-3
18. Some people say that the state budget in the next few years
WILL KEEP INCREASING
37-1
is likely to keep on increasing. Others say that with care-
WILL BE HELD DOWN
-2
ful attention the state can hold down budgets. Which do you
DK
-3
think is closest to the truth -- that the State budget will
be increasing or that it will be held down?
19. If the state budget increases very much,
INCREASED INCOME TAX 38-1
many people believe it will be necessary
INCREASED CIGARETTE TAX
-2
to raise state taxes if it had to be
INCREASED BEER TAX
-3
a tax which the people as individuals
INCREASED LIQUOR TAX
-4
had to pay, which of the following do
INCREASED RETAIL SALES TAX
-5
you think your friends would object
EXTEND RETAIL SALES TAX TO INCLUDE GROCERIES
-6
to least? (SHOW CARD C)
WOULD OBJECT TO ALL
-7
WOULD OBJECT TO NONE
-8
DK
-9
-3-
20. You sometimes hear that any additional taxes on business will tend
AGREE 39-1
to discourage business coming into or expanding within California.
DISAGREE
-2
Do you tend to agree or disagree with this statement?
DK
-3
21. Some people feel that the death penalty is a good deterrent to crime and
YES 40-1
others feel it is not. Do you believe we should have the death penalty
NO
-2
as a punishment to certain crimes like murder and kidnapping?
DK
-3
22. Whether you believe in the death penalty or not, are there any bad things that you can
think of about the way it has been handled? (PROBE - WELL, CAN YOU THINK OF ANYTHING
BAD ABOUT THE WAY ANY OF THE PEOPLE INVOLVED WITH THE DEATH PENALTY HAVE HANDLED THEIR JOB?)
41-
23. Do you think that elected state officials should
A. HAVE A DEFINITE STATE PROGRAM TO COMBAT INTERNAL COMMUNIST THREATS?
42-1
OR
B. LEAVE THE JOB TO THE FEDERAL GOVERNMENT?
-2
DK
-3
24. Which of the candidates for Governor do you believe is best equipped to deal
BROWN
43-1
with the threat of internal communism?
NIXON
-2
DK
-3
24a. Which of the candidates for Lieutenant Governor?
GLENN M. ANDERSON 44-1
GEORGE CHRISTOPHER
-2
DK
-3
24b. Which of the candidates for Attorney General?
STANLEY MOSK
45-1
TOM COAKLEY
-2
DK
-3
24c. Which of the candidates for U.S. Senator?
THOMAS H. KUCHEL
46-1
RICHARD RICHARDS
-2
DK
-3
25. California has a variety of programs for aid to
CARRYING THESE PROGRAMS TOO FAR
47-1
the aged--aid to widows and orphans--aid to
DOING ABOUT THE RIGHT AMOUNT
-2
the unemployed--disabled--and aid to the
NOT DOING ENOUGH
-3
needy children. Do you feel that the state is carrying
DK
-4
these programs too far--doing about the right amount--
or not doing enough?
26. Now here are some more problems that some people think California should solve pretty soon.
In fact, you may hear more about them during the coming political campaign. As you read
each one, would you tell me if you think it's important and you are for it - important but
you are against it - or it is not important? (SHOW CARD D AND RECORD BELOW)
27. Now, as you look at this list tell me which ones you would especially like to hear more
about from the candidates running for state office? (RECORD BELOW)
Q.26
Q.27
NOT
HEAR MORE
FOR
AGAINST
IMP
DK
ABOUT
A. GETTING MORE CALIFORNIA MADE PRODUCTS SOLD OVERSEAS -
-
48-1
-2
-3
-4
60-1
B.
PREVENTING WATER POLLUTION-
49-1
-2
-3
-4
-2
C. GETTING FARM WORKERS TO JOIN UNIONS
50-1
-2
-3
-4
-3
D. GIVING THE STATE LEGISLATURE THE RIGHT TO CONTROL ALL
PARTS OF THE STATE BUDGET
51-1
-2
-3
-4
-4
E.
REAPPORTIONMENT OF THE STATE SENATE
52-1
-2
-3
-4
-5
F. MAKING MORE AND BETTER USE OF CAREER EMPLOYEES WHO WORK
FOR THE STATE
53-1
-2
-3
-4
-6
G. CUTTING DOWN ON THE NUMBER AND SIZE OF STATE BUREAUS-
-
54-1
-2-
-3
-4
-7
H. HAVING THE STATE LEGISLATURE MEET TO WORK ON STATE
PROBLEMS MORE OFTEN OR HAVE LONGER SESSIONS
55-1
-2
-3
-4
-8
I. GETTING MORE STATE PARKS DEVELOPED-
56-1
-2
-3
-4
-9
J. INCREASING THE STATE SOCIAL WELFARE PROGRAM
-
57-1
-2
-3
-4
-0
K.
ACTUAL DELIVERY OF CALIFORNIA WATER FROM THE NORTH TO
THE SOUTH
58-1
-2
-3
-4
-X
L.
BETTER LAW ENFORCEMENT ON HIGHWAYS AND FREEWAYS
-
-
59-1
-2
-3
-4
-Y
4
28, There has been talk about the campaign debating between Nixon and
ONE DEBATE 61-1
Brown. You may remember that during the 1960 Presidential campaign,
WANT MORE
-2
there were 4 one-hour debates on television.
NONE
-3
DK
-4
Today some people say they think that one debate between Brown and
Nixon would answer most of the questions, Others say that more
would be necessary. Do you feel you would want to hear one debate
or would you want to watch more or wouldn't you want to watch any?
29. If the debating takes place, there are several styles
that might be used; For example it might be a face-to-
face meeting between just Brown and Nixon with them
JUST TWO CANDIDATES 62-1
debating the issues with no holds barred -- or there might
OUTSIDE QUESTIONS
-2
be members of the press to ask questions of the candidates.
DK
-3
Which of these two styles would you prefer -- just two
candidates or outside questions?
30. In the campaign so far, what do you think are the points that have helped Governor Brown
the most?
63-
31. What are the points which have done him the most harm?
64-
32. In the campaign so far, what do you think are the points that have helped Richard Nixon
the most?
65-
33. What are the points which have done him the most harm?
66-
34. As you probably remember, during the primary campaign
QUITE A BIT
67-1
there were some bitter charges made against Lt. Gov.
NOT VERY MUCH
-2
Anderson by his opponent. Do you think these charges
DON'T REMEMBER THE CHARGES
-3
will have quite a bit of importance in the final
DK
-4
election or not be of very much importance?
35. When baseball player Willie Mayes was having trouble buying a
MORE 68-1
house in San Francisco, Mayor Christopher who is running for Lt.
LESS
-2
Governor offeted the hospitality of his home until the Mayes
NO DIFFERENCE
-3
could find a place of their own. Would this make you more
DK
-4
inclined to vote for Christopher -- less inclined to vote for
him or wouldn't it make any difference?
36 As you probably know, Stanley Mosk has two jobs: State Attorney
MORE 69-1
General and also Democratic National ( mmitteeman. Would having
LESS
-2
these two jobs make you more inclined to vote for Mosk less
NO DIFFERENCE
-3
inclined to vote for him, or -- wouldn't it make any difference?
DK
-4
END CARD #1
5 -
START CARD 2
37, It has been stated frequen 1y that what Mosk really wants is
MORE 12-1
an appointment to the State Supreme Court. If appointed he
LESS
-2
would have to resign as Attorney General and be replaced by
NO DIFFERENCE
-3
a political appointee. Would this make you more inclined to
DK
-4
vote for Mosk -- less inclined to vote for him -- or
doesn't it make any difference?
38. Some of the candidates who will be running in November have been identified with extremely
liberal left wing groups while others have been identified with extremely right wing
groups -- and some are identified as "Middle of the Roaders."
38a Would the fact that a candidate was identified with extremely liberal groups make
you more inclined to vote for him -- less inclined to vote for him -- or doesn't
it make any difference? (RECORD BELOW)
38b. Would the fact that a candidate was identified with extremely conservative groups
make you more inclined to vote for him -- less inclined to vote for him -- or
doesn't it make any difference? (RECORD BELOW)
38c. Would the fact that a candidate was identified as a "Middle of the Roader" make you
more inclined to vote for him -- less inclined to vote for him -- or doesn't it
make any difference? (RECORD BELOW)
NO
MORE
LESS
DIFFERENCE
DK
A. LIBERAL
13-1
-2
-3
-4
B. CONSERVATIVE
14-1
-2
-3
-4
C. MIDDLE OF THE ROADERS
15-1
-2
-3
-4
39. As you may have heard, Tom Coakley, who is running for Attorney
MORE
16-1
General, was a registered Democrat until 3 years ago when he
LESS
-2
changed his registration to Republican because he opposed the
NO DIFFERENCE
-3
ultra liberal policies of certain elements in the Democratic
DK
-4
party. Would this make you more inclined to vote, for him --
less inclined to vote for him or -- wouldn't it make any
fference?
40. Some people feel that the fact that George Christopher was born
MORE 17-1
in Greece in a mountain cabin and of very humble parents and then
LESS
-2
came to this country and became a successful businessman and Mayor
NO DIFFERENCE
-3
of San Francisco will help him a great deal in his campaign for
DK
-4
Lt. Governor. Others feel it will not be of much importance in
his campaign. Would this make you more inclined to vote for him
less inclined to vote for him or -- doesn't it make any difference?
41. Mayor Christopher put through a successful F.E.P.C. Law (Fair Employment
MORE 18-1
Practices Committee) in San Francisco a year before Governor Brown
LESS
-2
did in Sacramento. Would this make you more inclined to vote for him- NO DIFFERENCE
-3
less inclined to vote for him -- or wouldn't it make any difference?
DK
-4
(VOTE FOR CHRISTOPHER, THAT IS)
42. Without considering your own party registration but thinking only
REPUBLICAN 19-1
of the problems California has today, which party do you feel is
DEMOCRATIC
-2
better able to solve these problems, the Republican or Democratic?
DK
-3
43. Pat Brown has accused Richard Nixon of being a candidate for
BELIEVE 20-1
Governor only in order to further his plans to be a candidate
DO NOT BELIEVE
-2
for the Presidency in 1964. Do you believe this charge by
DK
-3
Brown or do you not believe it?
44. If Nixon ever said he would accept a draft to run for President
YES 21-1
in 1964 do you think that would cause him to lose a lot of his
NO
-2
present support?
DK
-3
- 6
45. If the election were being held today, for which of the following would you vote?
(SHOW CARD E AND RECORD BELOW)
46. (IF A CANDIDATE NAMED, ASK)
A. Would you say you have definitely made up your mind to vote for
?
(Candidate named)
OR
B. Would you say that depending upon circumstances you might change your mind before
November?
(IF DON'T KNOW FOR WHOM YOU WILL VOTE, ASK)
C. Do you lean toward
or
?
Q.45
Q.46
VOTE
MIGHT
LEAN
FOR
DEFINITE
CHANGE
TOWARD
FOR GOVERNOR
BROWN
22-1
29-1
36-1
43-1
NIXON
-2
-2
-2
-2
DK
-3
-3
-3
-3
FOR LIEUTENANT GOVERNOR
ANDERSON
23-1
30-1
37-1
44-1
CHRISTOPHER
-2
-2
-2
-2
DK
-3
-3
-3
-3
FOR ATTORNEY GENERAL
MOSK
24-1
31-1
38-1
45-1
COAKLEY-
-2
-2
-2
-2
DK
-3
-3
-3
-3
FOR UNITED STATES SENATOR
KUCHEL
25-1
32-1
39-1
46-1
RICHARDS
-2
-2
-2
-2
DK
-3
-3
-3
-3
FOR SECRETARY OF STATE
JORDAN
26-1
33-1
40-1
47-1
ROSE
-2
-2
-2
-2
DK
-3
-3
-3
-3
FOR TREASURER OF STATE
BETTS
27-1
34-1
41-1
48-1
BUSTERUD
-2
-2
-2
-2
DK
-3
-3
-3
-3
FOR CONTROLLER OF STATE
CRANSTON
28-1
35-1
42-1
49-1
REAGAN
-2
-2
-2
-2
DK
-3
-3
-3
-3
(IF FOR BROWN OR NIXON FOR GOVERNOR, ASK)
47. What is your main reason for voting for
?
50
51
48. Do you think the race for
will be close?
YES
NO
DK
GOVERNOR
52-1
-2
-3
LIEUTENANT GOV.
53-1
-2
-3
ATTORNEY GENERAL
54-1
-2
-3
U. S. SENATOR
55-1
-2
-3
SEC. OF STATE
56-1
-2
-3
STATE TREASURER
57-1
-2
-3
STATE CONTROLLER
58-1
-2
-3
49. Which of the following statements comes closest to expressing the way you feel?
A. I am going to judge each candidate separately, regardless of political party?
59-1
B. I will probably go along with all of the candidates nominated by my own party?
-2
DK
-3
OVER
OVER
OVER
OVER
OVER
OVER
OVER
OVER
OVER
OVER
OVER
OVER
OVER
FACTUAL
Are you registered to vote in the primary election as a Republican,
REPUBLICAN 71-1
a Democrat or some other way?
DEMOCRAT
-2
SOME OTHER WAY
-3
REFUSED
-4
Are you of the Catholic, Protestant or Jewish faith?
CATHOLIC 72-1
PROTESTANT
-2
JEWISH
-3
REFUSED
-4
Do you or does any member of your family belong to a labor union?
YES 73-1
NO
-2
REFUSED
-3
AGE
SEX
COUNTY
78/79
21 to 29
74-1
MALE
76-1
LOS ANGELES
-01
30 to 39
-2
FEMALE
-2
ORANGE
-02
40 to 49
-3
RIVERSIDE
-03
50 to 59
-4
SANTA BARBARA
-04
60 AND OVER
-5
SAN DIEGO
-05
SAN BERNARDINO
-06
VENTURA
-07
STANDARD
RACE
OF LIVING
ALAMEDA
-11
WHITE
75-1
A,
B
77-1
CONTRA COSTA
-12
NEGRO
-2
C
-2
SAN FRANCISCO
-13
MEXICAN
-3
D
-3
SAN MATEO
-14
OTHER
-4
SANTA CLARA
-15
FRESNO
-21
KERN
-22
SACRAMENTO
-23
SAN JOAQUIN
-24