101-A. 2012 Survey Topline Report.pdf
CITY OF CUPERTINO
2012 Resident Satisfaction Survey
Topline Report
n=402
22-minutes
Voter Sample
August 20, 2012
www.godberesearch.com
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SURVEY METHODOLOGY
The City of Cupertino commissioned Godbe Research to conduct a survey of its residents to learn
their overall perceptions of living in the city and to gauge their satisfaction with the City’s
performance in providing services and programs to its residents. The survey also focused on
gathering feedback on other resident issues in the city including parks and recreation,
transportation choices, sustainability, economic development and housing, crime, ethnic diversity,
and information sources.
Survey Methodology
The respondents for this study were selected using a sample of all registered voters in the City of
Cupertino and weighted to U.S. Census data. Overall, 402 residents in the city completed the
survey, representing a total universe of approximately 42,227 adult (18 years or older) residents.
The study parameters resulted in a margin of error of plus or minus 4.9 percent. Interviews were
conducted from August 4 through August 6, 2012, and the average interview length was
approximately 22 minutes.
Once collected, the sample of respondents was compared with the adult population in the City of
Cupertino according to the 2010 Census to examine possible differences between the
demographics of the sample of respondents and the actual universe of residents. The data were
weighted to correct these differences, and the results presented are representative of the adult
resident characteristics in terms of gender, age, and ethnicity.
Questionnaire Methodology
To avoid the problem of systematic position bias, where the order in which a series of questions is
asked systematically influences the answers, several questions in the survey were randomized
such that the respondents were not consistently asked the questions in the same order. The
series of items in Questions 6, 7, 13 and 14 were randomized to avoid such position bias.
Questions 3, 10, 15, 28, and C allowed the residents surveyed to mention multiple responses. For
this reason, the response percentages may sum to more than 100, and these represent the
percent of the respondents that mentioned a particular response, rather than the percent of total
responses.
Mean Scores and Rounding
In addition to the percentage breakdown of responses to each question, results for the questions
relating to the satisfaction with city services (Q6), satisfaction with the parks and recreation
services (Q7), and frequency of adoption green and sustainable living practices (Q13) include a
mean score. For example, to derive respondents’ overall satisfaction with a City service or
program (Q6), a number value is first assigned to each response category (in this case, “Very
Satisfied” = +2, “Somewhat Satisfied” = +1, “Somewhat Dissatisfied” = -1, and “Very Dissatisfied”
= -2). The individual answer of each respondent is then assigned the corresponding number –
from +2 to -2 in this example. Finally, all respondents’ answers are averaged to produce a final
score that reflects overall importance. The resulting mean score makes the interpretation of the
data considerably easier. Responses of “Don’t Know” (DK/NA) were not included in the
calculations of the means for any question.
Conventional rounding rules apply to the percentages shown in this report, .5 or above is rounded
up to the next number, and .4 or below is rounded down to the previous number. As a result, the
percentages may not add up to 100 percent.
Godbe Research
Cupertino Resident Satisfaction Survey
Topline Report August 20, 2012 Page 3 of 27
OVERALL PERCEPTIONS OF LIVING IN CUPERTINO
To begin, I would like to get your overall opinion of living in the City of Cupertino.
1. Generally speaking, are you satisfied or dissatisfied with the overall quality of life in
Cupertino? Would that be very (satisfied/dissatisfied) or somewhat (satisfied/dissatisfied)?
2012 2010 2008
Very satisfied 65.2% 63% 57%
Somewhat satisfied 28.8% 32% 36%
Somewhat dissatisfied 3.6% 3% 4%
Very dissatisfied 2.0% 1% 1%
DK/NA .3% 1% 2%
2. What is the primary reason you choose to live in Cupertino? (One response only.)
2012 2010 2008
School system 37.7% 47% 45%
Job 13.7% 13% 8%
Friends/family here 13.4% 10% 10%
Grew up here 8.1% 4% 4%
Enjoy/like the City 7.6% 3% 5%
Affordable housing 6.8% 7% 8%
Quality of life 5.1% 3% 3%
Small town atmosphere 2.6% 4% 3%
Safety/low crime 2.2% 1% 2%
Retirement .9% 2% 1%
Found a good house - 1% -
Location - 2% 5%
Weather - 1% 1%
Other 2.0% 1% 4%
DK/NA - 1% 0%
Godbe Research
Cupertino Resident Satisfaction Survey
Topline Report August 20, 2012 Page 4 of 27
3. What are the two most important issues facing Cupertino? (Record two responses.)
2012 2010 2008
Education 26.5% 33% 14%
Affordable housing 25.3% 11% 22%
Traffic 13.4% 10% 15%
Controlling growth 12.8% 12% 29%
Taxes 12.2% 5% 3%
City's economic health 12.1% 18% 9%
Crime 11.2% 2% 5%
Quality of life 7.6% 3% 5%
Race relations 5.5% 4% 3%
Environmental health 5.1% 6% -
Poor cell coverage 4.9% - -
Neighborhood preservation 3.5% 2% 2%
Protection of open space 3.0% 1% 2%
Inconvenient library hours 2.2% - 1%
Teen programs 1.2% 1% -
Preserving small town atmosphere - 3% 4%
Public transportation - 3% -
Maintenance/development of City facilities - 2% -
School system/funding - 2% 1%
City budget - 2% -
Business/retail/shopping development - 2% -
Overcrowding/overpopulation - 1% 2%
Safety - 1% -
Jobs/unemployment - 1% -
No downtown/downtown development - - 2%
Overcrowded schools - - 1%
Cement plant issues - - 1%
Cost of living - - 1%
Godbe Research
Cupertino Resident Satisfaction Survey
Topline Report August 20, 2012 Page 5 of 27
(Continued) 2012 2010 2008
Longer hours for entertainment - - 1%
Roads and streets - - 1%
Other 9.4% 6% 11%
DK/NA 7.1% 18% 16%
4. Please think about the sense of community that you feel living in Cupertino. Would you say
that you feel a very strong sense of community, a somewhat strong sense of community, a
somewhat weak sense of community, a very weak sense of community, or no sense of
community at all?
2012 2010 2008
Very strong 25.2% 15% 15%
Somewhat strong 47.8% 40% 46%
Somewhat weak 16.4% 28% 25%
Very weak 7.3% 8% 7%
None at all 2.6% 7% 5%
DK/NA .7% 2% 2%
Godbe Research
Cupertino Resident Satisfaction Survey
Topline Report August 20, 2012 Page 6 of 27
SATISFACTION WITH CITY SERVICES
5. Overall, are you satisfied or dissatisfied with the job the City of Cupertino is doing to provide
City services? Is that very (satisfied/dissatisfied) or somewhat (satisfied/dissatisfied)?
2012 2010 2008
Very satisfied 49.4% 37% 35%
Somewhat satisfied 41.8% 49% 53%
Somewhat dissatisfied 5.8% 7% 4%
Very dissatisfied 1.8% 1% 3%
DK/NA 1.2% 6% 5%
Now, I’m going to read a list of services provided by the City of Cupertino:
6. For each one, please tell me whether you are satisfied or dissatisfied with the job the City of
Cupertino is doing to provide the service.
Here’s the (first/next) one: ________. Are you satisfied or dissatisfied with the city’s
performance in this area? Would that be very (satisfied/dissatisfied) or somewhat
(satisfied/dissatisfied)?
Survey
Year
Mean
Score
Very
Sat.
Smwht.
Sat.
Smwht.
Dissat.
Very
Dissat. DK/NA
A. Police services
2012 1.44 59.2% 30.0% 4.8% 2.5% 3.4%
2010 1.3 47% 34% 3% 4% 12%
2008 1.3 48% 32% 6% 2% 12%
B. Quinlan community center facilities
2012 1.40 40.3% 29.8% 4.0% .8% 25.1%
2010 1.5 41% 27% 2% 1% 29%
2008 1.5 37% 27% 1% 1% 33%
C. Garbage collection
2012 1.65 71.2% 24.4% 2.5% .7% 1.2%
2010 1.7 72% 23% 3% 1% 2%
2008 1.5 61% 32% 3% 2% 2%
D. Recycling program
2012 1.48 62.3% 26.9% 4.7% 2.2% 3.9%
2010 1.5 60% 30% 5% 2% 3%
2008 1.5 59% 32% 5% 1% 3%
E. Library services
2012 1.52 63.2% 24.7% 3.7% 2.4% 5.9%
2010 1.7 74% 17% 2% 1% 6%
2008 1.6 64% 26% 3% 1% 6%
Godbe Research
Cupertino Resident Satisfaction Survey
Topline Report August 20, 2012 Page 7 of 27
(Continued) Survey
Year
Mean
Score
Very
Sat.
Smwht.
Sat.
Smwht.
Dissat.
Very
Dissat. DK/NA
F. Street pavement maintenance
2012 1.14 43.2% 42.7% 6.9% 5.2% 1.9%
2010 0.9 35% 44% 13% 6% 2%
2008 1.0 37% 44% 9% 8% 2%
G. Street sweeping services
2012 1.37 55.1% 31.6% 5.3% 3.0% 5.0%
2010 1.2 48% 35% 9% 4% 5%
2008 1.2 45% 40% 4% 5% 6%
H. Traffic safety
2012 1.03 43.0% 39.0% 9.8% 6.7% 1.6%
2010 1.0 42% 37% 13% 5% 3%
2008 0.9 34% 47% 8% 8% 2%
I. Street tree maintenance
2012 1.33 52.6% 36.3% 5.6% 3.0% 2.5%
2010 1.0 34% 44% 10% 6% 7%
2008 1.1 38% 42% 7% 5% 8%
J. Economic development efforts
2012 .99 33.4% 39.9% 10.2% 4.8% 11.8%
2010 0.5 14% 41% 18% 6% 22%
2008 0.6 15% 41% 14% 6% 24%
K. Sidewalk maintenance
2012 1.26 49.6% 38.6% 4.7% 4.8% 2.2%
2010 1.0 37% 42% 13% 3% 6%
2008 1.0 36% 44% 9% 6% 6%
L. Median strip landscape maintenance
2012 1.37 50.0% 37.3% 3.2% 3.0% 6.6%
2010 1.3 39% 41% 4% 2% 14%
2008 1.2 38% 41% 6% 3% 12%
M. Youth sports fields
2012 1.27 38.9% 34.6% 5.4% 2.1% 19.0%
2010 1.2 33% 31% 4% 3% 28%
2008 1.3 31% 30% 4% 1% 33%
N. Senior citizen programs
2012 1.43 37.6% 17.9% 3.6% 1.3% 39.6%
2010 1.5 27% 15% 1% 1% 55%
2008 1.4 22% 21% 1% 1% 55%
O. Neighborhood programs
2012 1.06 34.5% 32.7% 7.2% 5.1% 20.5%
2010 0.8 18% 35% 9% 4% 34%
2008 1.0 22% 30% 7% 3% 38%
Godbe Research
Cupertino Resident Satisfaction Survey
Topline Report August 20, 2012 Page 8 of 27
(Continued) Survey
Year
Mean
Score
Very
Sat.
Smwht.
Sat.
Smwht.
Dissat.
Very
Dissat. DK/NA
P. Managing land use
2012 .87 29.3% 38.6% 10.3% 6.6% 15.2%
2010 0.4 15% 39% 16% 9% 20%
2008 0.1 12% 31% 20% 12% 26%
Q. Green living and sustainable energy
programs
2012 .99 29.3% 40.8% 7.7% 5.0% 17.3%
2010 0.7 15% 38% 10% 5% 33%
Computation of Mean Scores:
“Very Satisfied” = +2, “Somewhat Satisfied” = +1, “Somewhat Dissatisfied” = -1, and “Very Dissatisfied” = -2.
.
Godbe Research
Cupertino Resident Satisfaction Survey
Topline Report August 20, 2012 Page 9 of 27
PARKS AND RECREATION
7. Now, let’s talk more specifically about the Cupertino Parks and Recreation Department,
which offers recreation activities and programs for the City of Cupertino.
Are you satisfied or dissatisfied with ____________? Would that be very
(satisfied/dissatisfied) or somewhat (satisfied/dissatisfied)?
Survey
Year
Mean
Score
Very
Sat.
Smwht.
Sat.
Smwht.
Dissat.
Very
Dissat. DK/NA
A. The overall job the Cupertino Parks
and Recreation Department is doing
2012 1.51 61.7% 26.0% 4.2% 1.8% 6.2%
2010 1.5 53% 39% 2% 1% 5%
B. Park and picnic area availability
2012 1.45 52.6% 33.0% 4.5% .8% 9.1%
2010 1.4 47% 31% 5% 1% 17%
2008 1.4 43% 37% 4% 1% 15%
C. Park and picnic area maintenance
2012 1.51 58.6% 30.2% 4.4% .8% 6.0%
2010 1.5 53% 38% 2% <1% 7%
2008 1.5 52% 34% 3% 2% 10%
D. The availability and cleanliness of
restrooms in local City parks
2012 1.15 41.4% 31.1% 7.8% 4.5% 15.2%
2010 1.15 28% 37% 8% 2% 25%
City recreation services
2010 1.4 37% 39% 3% 0% 21%
2008 1.3 38% 37% 5% 1% 19%
Computation of Mean Scores:
“Very Satisfied” = +2, “Somewhat Satisfied” = +1, “Somewhat Dissatisfied” = -1, and “Very Dissatisfied” = -2.
8. As far as you know, is Blackberry Farm owned by the City of Cupertino, by Santa Clara
County, or by a private owner?
2012 2010
City of Cupertino 44.4% 52%
Santa Clara County 8.5% 5%
Private owner 17.3% 18%
DK/NA 29.9% 25%
Godbe Research
Cupertino Resident Satisfaction Survey
Topline Report August 20, 2012 Page 10 of 27
9. The city is considering making improvements at the Cupertino Sports Center. Which of the
following options do you feel would be best utilized by the community:
A lap pool 38.8%
A sports court for badminton and basketball 29.5%
A tennis court 9.6%
Other 8.2%
DK/NA 13.8%
Godbe Research
Cupertino Resident Satisfaction Survey
Topline Report August 20, 2012 Page 11 of 27
TRANSPORTATION CHOICES
Moving on, I’d like to ask you about your day-to-day transportation choices.
10. In general, what type of transportation do you use to go to work, school, or other places you
visit frequently? (Multiple responses allowed.)
2012 2010
Drive alone (car, truck, motorcycle, scooter) 81.4% 88%
Carpool/vanpool/ride with others 15.2% 13%
Walk 8.0% 9%
Bicycle 7.6% 6%
Bus 3.5% 1%
Train 1.1% 1%
Lightrail .5% 1%
Other 1.1% 1%
DK/NA .1% <1%
11. In the last twelve months, how often have you used alternative trasportation, including
walking, biking, and public transit, for your trips within the city?
2012 2010
Daily 11.3% 11%
Few times a week 14.0% 20%
Once a week 9.1% 9%
Few times a month 14.1% 12%
Once a month 6.4% 6%
Few times a year or less 14.4% 11%
Never 30.4% 31%
DK/NA .3% <1%
Godbe Research
Cupertino Resident Satisfaction Survey
Topline Report August 20, 2012 Page 12 of 27
12. In an effort to reduce local traffic congestion and air pollution, the City of Cupertino is
working on a plan to establish a network of paths and roads for people to walk, bike, or
scooter. If these additional paths and roads were available in Cupertino, would you or
members of your household be likely or unlikely to use them for your trips within the city?
Would that be very (likely/unlikely) or somewhat (likely/unlikely)?
2012 2010
Very likely 51.1% 46%
Somewhat likely 27.2% 25%
Somewhat unlikely 8.7% 8%
Very unlikely 11.0% 19%
DK/NA 2.0% 3%
Godbe Research
Cupertino Resident Satisfaction Survey
Topline Report August 20, 2012 Page 13 of 27
SUSTAINABILITY
In recent years, there has been more and more talk of going green and many people are
adopting green practices in their own daily life.
13. In the next question, I am going to read you a list of some common green, or sustainable
practices among Cupertino households. Please tell me how often you, or members of your
household take the following actions, whether it is almost always, most of the time, some of
the time, or never.
Here is the (first/next) one: __________.
Survey
Year Mean
Score
Almost
Always
Most
of the
Time
Some
of the
Time
Never DK/NA
A. Monitor your water and energy bills
for both cost and usage (gallons/
therms/kilowatt hours)
2012 2.30 57.5% 20.4% 14.1% 7.1% .8%
B. Use energy efficient light bulbs,
such as CFLs or LEDs
2012 2.46 64.7% 19.4% 12.2% 3.2% .5%
2010 2.4 64% 20% 11% 5% 1%
C. Buy Energy Star-certified
electronics or appliances
2012 2.13 46.3% 23.8% 17.1% 8.2% 4.5%
2010 2.3 56% 19% 14% 8% 3%
D. Recycle glass, plastic, aluminum
materials 2012 2.73 78.2% 16.0% 4.0% .9% .9%
E. Shop at 1 or more of Cupertino’s 3
Farmer’s Markets 2012 1.33 21.4% 11.7% 43.7% 22.2% 1.0%
F. Shop at Cupertino’s Certified Green
Businesses 2012 1.19 14.3% 11.5% 32.0% 24.6% 17.7%
G. Shop with a reusable grocery bag 2012 2.19 52.5% 19.8% 19.7% 7.0% 1.0%
Home composting 2010 0.7 15% 3% 13% 62% 6%
Recycling household waste 2010 2.8 85% 10% 3% 1% <1%
Computation of Mean Scores:
“Almost Always” = +3, “Most of the Time” = +2, “Some of the Time” = +1, and “Never” = 0.
Godbe Research
Cupertino Resident Satisfaction Survey
Topline Report August 20, 2012 Page 14 of 27
14. Has your household _____________________?
Survey
Year Yes No DK/NA
A. Air sealed and insulated attic, walls and floors at your home
2012 63.2% 30.5% 6.3%
2010 64% 24% 16%
B. Installed a programmable thermostat
2012 71.3% 26.5% 2.2%
2010 73% 20% 6%
C. Installed a plug load controller 2012 23.9% 60.3% 15.8%
D. Installed or replaced weather stripping around doors and windows 2012 61.7% 35.5% 2.9%
E. Installed a photovoltaic or PV solar system at your home 2012 12.7% 85.1% 2.2%
F. Purchased or leased an electric vehicle 2012 11.3% 87.6% 1.1%
Installed a low flow irrigation system for your yard 2010 33% 53% 14%
Installed dual pane windows at your home 2010 74% 23% 3%
15. [Ask if any answer to Q13 = Never or DK/NA or Q14 = No or DK/NA] What would you say are the
main reasons why you, or members of your household, have not adopted some of these practices?
[Multiple responses accepted.]
2012 2010
Too costly 35.1% 13%
Unaware of the practice 18.3% 10%
Don't own a house 13.4% 15%
Unsure of how to adopt the practice 11.9% 11%
Inconvenient to practice 11.5% 29%
No space for some practices, like composting - 3%
No time - 3%
Not a priority - 2%
No need of some of these updates - 2%
Too lazy - 1%
Energy efficient light bulbs are not bright enough - 1%
Some practices do not apply - 5%
Other 9.4% 5%
DK/NA 9.4% 10%
Godbe Research
Cupertino Resident Satisfaction Survey
Topline Report August 20, 2012 Page 15 of 27
16. Now, I’m going to read you the opinions of two Cupertino residents. Please tell me which
one sounds most like your own opinion.
Resident A thinks that ensuring unobstructed wireless coverage for phone and data in the
city is important to Cupertino residents, even if it means installing low-power cell phone
towers and antennas within the city.
Resident B, on the other hand, thinks that it is important to prevent public exposure to radio
frequency waves by not allowing cell phone towers within the city limit, even if it means
lower or inconsistent wireless coverage.
Is your opinion most like that of Resident A or Resident B?
2012 2010 2008*
Resident A 57.6% 62% 56%
Resident B 28.3% 28% 33%
Mixed opinions 8.4% - -
Neither 2.6% 5% 6%
DK/NA 3.1% 6% 6%
*Different wording used in the 2008 survey.
17. Do you have a traditional land-line phone at your house?
Yes 82.8%
No 17.2%
18. How many people in your household have a cell phone?
One 10.0%
Two 34.3%
Three 22.3%
Four 25.3%
Five 2.6%
Six or more .9%
DK/NA 4.6%
Godbe Research
Cupertino Resident Satisfaction Survey
Topline Report August 20, 2012 Page 16 of 27
19. How many people in your household have a smart phone?
One 16.0%
Two 33.6%
Three 16.5%
Four 8.8%
Five .7%
Six or more .3%
DK/NA 24.0%
20. [If Q19 DK/NA, ask:] What types of smart phones are used in your household?
iPhone 63.5%
Android 44.3%
Blackberry 7.0%
Windows 5.2%
Other 4.5%
DK/NA 5.0%
Godbe Research
Cupertino Resident Satisfaction Survey
Topline Report August 20, 2012 Page 17 of 27
ECONOMIC DEVELOPMENT AND HOUSING
21. Compared to the neighboring cities in the Bay Area, are you satisfied or dissatisfied with the
shopping environment in Cupertino? Would that be very (satisfied/dissatisfied) or somewhat
(satisfied/dissatisfied)?
2012 2010 2008
Very satisfied 47.8% 33% 35%
Somewhat satisfied 29.6% 35% 30%
Somewhat dissatisfied 15.0% 21% 16%
Very dissatisfied 6.2% 10% 16%
DK/NA 1.5% 1% 3%
22. The Crossroads District in Cupertino along Stevens Creek Boulevard between Stelling Road
and De Anza Boulevard has historically been an important central shopping district for the
city. Do you support or oppose improving the Crossroads District with amenities that create
more of a downtown feel, including benches, trees, and additional shopping opportunities?
Would that be strongly (support/oppose) or somewhat (support/oppose)?
2012 2010 2008
Strongly support 69.3% 53% 53%
Somewhat support 19.0% 22% 24%
Somewhat oppose 3.0% 11% 7%
Strongly oppose 2.9% 9% 12%
DK/NA 5.8% 5% 4%
23. In your opinion, how important are economic development efforts for business vitality in the
City of Cupertino? Would you say they are extremely important, very important, somewhat
important or not at all important?
2012 2010 2008
Extremely Important 38.1% 32% 26%
Very Important 36.5% 40% 35%
Somewhat Important 18.5% 22% 30%
Not at all Important 4.1% 4% 6%
DK/NA 2.8% 2% 2%
Godbe Research
Cupertino Resident Satisfaction Survey
Topline Report August 20, 2012 Page 18 of 27
CRIME
24. In general, do you feel crime in the City of Cupertino has increased, decreased or stayed
about the same in the past five years?
2012 2010 2008
Increased 28.5% 29% 21%
Decreased 10.2% 4% 3%
Stayed about same 54.4% 60% 67%
DK/NA 6.9% 7% 10%
Godbe Research
Cupertino Resident Satisfaction Survey
Topline Report August 20, 2012 Page 19 of 27
ETHNIC DIVERSITY
25. In general, how would you rate race and ethnic relations in the City of Cupertino? Would
you say they are excellent, good, poor or very poor?
2012 2010 2008
Excellent 26.8% 25% 20%
Good 56.1% 60% 64%
Poor 11.2% 9% 9%
Very poor 2.3% 3% 3%
DK/NA 3.5% 3% 4%
26. More than half of Cupertino residents are members of ethnic minority groups. How has this
increase in diversity in Cupertino affected the feelings you have toward people of other
races? Has the diversity made you more resentful and closed or more sympathetic and
open or has it had no effect on your feelings?
2012 2010 2008
More resentful/closed 11.0% 9% 8%
More sympathetic/open 38.6% 33% 38%
No change in how I feel 45.8% 54% 51%
DK/NA 4.6% 4% 3%
.
27. Do you think the City of Cupertino is doing too much, about the right amount, or not enough
to ensure that members of all ethnic groups feel welcome in the City?
2012 2010 2008
Too much 9.6% 9% 9%
About the right amount 63.5% 60% 59%
Not enough 17.1% 16% 16%
DK/NA 9.8% 16% 16%
Godbe Research
Cupertino Resident Satisfaction Survey
Topline Report August 20, 2012 Page 20 of 27
INFORMATION SOURCES
28. What information sources do you use to find out about City news, information and
programming? (First two responses recorded).
2012 2010 2008
Cupertino Courier 35.4% 42% 41%
Internet (No specific site) 24.0% 23% 21%
Television 14.3% 5% 9%
City Website 12.9% 16% 13%
Cupertino Scene 7.8% 13% 11%
San Jose Mercury News 5.7% 13% 6%
The C -- Cupertino news 5.6% 1% -
Cupertino Patch 4.2% - -
Local cable station (No specific station) 4.0% 1% 4%
Email 4.0% 1% 2%
Flyers or posters around town 3.9% 6% 11%
KTVU 3.6% <1% -
KICU 3.5% <1% 1%
Los Gatos Daily News 3.0% <1% -
Radio 2.6% 1% 1%
KNTV 1.8% - 1%
Social media, (e.g., Facebook, Twitter, etc.) 1.5% - -
San Francisco Chronicle 1.4% <1% -
Non-English media .4% <1% 1%
Local blogs .2% 4% 1%
Cupertino Daily News - 5% 9%
City newsletter, brochures or flyers - 4% -
Word of mouth - 2% 4%
None .2% 7% 4%
Other 5.9% 1% 4%
DK/NA .6% 2% 3%
Godbe Research
Cupertino Resident Satisfaction Survey
Topline Report August 20, 2012 Page 21 of 27
29. Have you or any members in your household ever visited the City of Cupertino website –
cupertino.org?
2012 2010 2008
Yes 61.2% 71% 66%
No 37.2% 28% 33%
DK/NA 1.6% 1% 1%
30. Who is your local cable service provider?
2012 2010 2008
Comcast 55.5% 56% 64%
AT&T U-verse 19.8% 19% 12%
Satellite (DirecTV/Dishnetwork) 12.3% 14% 10%
Other 3.4% 2% 0%
DK/NA 9.1% 9% 11%
Godbe Research
Cupertino Resident Satisfaction Survey
Topline Report August 20, 2012 Page 22 of 27
DEMOGRAPHICS
And now, just some background questions for comparison purposes
A. How many years have you lived in the City of Cupertino?
2012 2010 2008
Less than one year 1.2% 2% 2%
One to three years 8.2% 9% 11%
Four to nine years 24.5% 21% 23%
Ten to fifteen years 27.9% 32% 22%
Sixteen to twenty-five years 19.8% 15% 21%
Twenty-six years or more 18.4% 21% 21%
DK/NA .1% 0% 0%
B. What ethnic group do you consider yourself a part of or feel closest to? (Single response only.)
2012 2010 2008
Asian 62.0% 55% 56%
Chinese 28.2% 28% 31%
Indian 22.6% 20% 20%
Korean 4.5% 1% <1%
Japanese 3.2% 3% 3%
Filipino 1.1% <1% <1%
Vietnamese .9% 1% <1%
Cambodian .8% - -
Thai .7% 2% 1%
Caucasian or White 29.0% 37% 37%
Latino or Hispanic 3.0% 1% 3%
Two or more races 2.9% 1% 0%
Pacific Islander 1.4% 1% <1%
African American or Black .6% 1% <1%
Other .6% 1% 1%
DK/NA .6% 3% 2%
Godbe Research
Cupertino Resident Satisfaction Survey
Topline Report August 20, 2012 Page 23 of 27
C. What primary languages are used in your household? (Multiple responses allowed.)
2012 2010
English 81.7% 85%
Chinese 8.0% 14%
Mandarin 7.9% 7%
Hindi 7.7% 5%
Cantonese 2.0% 1%
Korean 1.8% 1%
Tagalog 1.2% -
Spanish 1.1% <1%
Japanese .9% 1%
Vietnamese .6% <1%
Thai .5% <1%
Some Indian language - 6%
Hebrew - 1%
Russian - <1%
German - <1%
French - <1%
Other 5.5% 2%
DK/NA .0% 1%
D. Finally, I am going to read some income categories. Please stop me when I reach the
category that best describes your total household income before taxes in 2011.
2012 2010 2008
Under $60,000 10.5% 10% 11%
$60,000 to under $80,000 9.6% 9% 7%
$80,000 to under $100,000 12.5% 11% 11%
$100,000 to under $120,000 9.8% 9% 10%
$120,000 to under $140,000 7.8% 6% 8%
$140,000 to under $160,000 5.3% 8% 6%
$160,000 to under $180,00 6.4% 5% 3%
Godbe Research
Cupertino Resident Satisfaction Survey
Topline Report August 20, 2012 Page 24 of 27
(Continued) 2012 2010 2008
$180,000 to under $200,000 2.1% 4% 4%
$200,000 or more 10.3% 17% 15%
DK/NA/Refused 25.8% 21% 25%
These are all the questions I have for you. Thank you very much for your participation.
Information From Voter File
All information is included in voter registration records, and these items will not be asked
during interviews.
E. Age
18 to 29 13.3%
30 to 39 18.1%
40 to 49 26.1%
50 to 64 24.6%
65 and over 16.8%
Not coded 1.0%
F. Ethnic Surname
Chinese 22.5%
Japanese 4.0%
Korean 2.7%
Hispanic 2.5%
Italian 1.1%
Vietnamese 1.0%
Jewish .9%
Armenian .2%
G. Homeownership Status
2012 2010 2008
Owner 74.6% 78% 75%
Renter 25.4% 20% 23%
DK/NA - 1% 2%
Godbe Research
Cupertino Resident Satisfaction Survey
Topline Report August 20, 2012 Page 25 of 27
H. Phone Type
Cell phone 15.1%
Landline 84.9%
I. Individual Party
Democrat 32.7%
Republican 18.7%
Other 1.2%
DTS 47.4%
J. Household Party Type
Democrat (1) 17.1%
Democrat (2+) 9.0%
Republican (1) 6.2%
Republican (2+) 6.0%
Other (1) 22.8%
Other (2+) 14.7%
Democrat & Republican 3.9%
Democrat & Other 11.4%
Republican & Other 7.2%
Mixed 1.8%
K. Registration Date
2009 to present 21.9%
2005 to 2008 33.0%
2001 to 2004 17.8%
1997 to 2000 8.5%
1993 to 1996 3.9%
1981 to 1992 7.0%
1980 or before 7.8%
Godbe Research
Cupertino Resident Satisfaction Survey
Topline Report August 20, 2012 Page 26 of 27
L. Voting History
No Poll Mail
June 2006 73.6% 10.4% 15.9%
November 2006 58.3% 22.0% 19.6%
November 2007 69.3% 6.9% 23.9%
February 2008 54.9% 14.7% 30.4%
June 2008 72.3% 4.0% 23.8%
November 2008 22.8% 20.6% 56.6%
May 2009 66.3% 5.1% 28.6%
November 2009 61.7% 4.9% 33.4%
June 2010 61.7% 5.3% 33.0%
November 2010 30.1% 15.2% 54.7%
M. Times Voted in Past Elections
1 of 10 9.0%
2 of 10 18.4%
3 of 10 12.9%
4 of 10 10.8%
5 of 10 9.1%
6 of 10 7.7%
7 of 10 4.6%
8 of 10 5.5%
9 of 10 7.0%
10 of 10 14.9%
Godbe Research
Cupertino Resident Satisfaction Survey
Topline Report August 20, 2012 Page 27 of 27
N. Times Voted Absentee Voter
1 of 10 12.0%
2 of 10 20.1%
3 of 10 10.3%
4 of 10 12.3%
5 of 10 9.9%
6 of 10 6.1%
7 of 10 4.7%
8 of 10 8.3%
9 of 10 4.9%
10 of 10 11.3%
O. Permanent Absentee Voter
Yes 73.0%
No 27.0%
P. Likely Absentee Voter
Yes 41.6%
No 58.4%
i. Gender
Male 48.6%
Female 51.4%