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Ipsos/Reuters Poll: Martin-Zimmerman Shooting

Thursday, April 12, 2012

Washington, DC - These are the findings from an Ipsos poll conducted for Thomson Reuters from from April 9th – 12th, 2012 about the Martin-Zimmerman shooting.

  • Most Americans are familiar with the Trayvon Martin incident. Familiarity is particularly high in the African American community.
  • People’s racial and partisan identifications strongly influence their perceptions of the shooting.
    • Generally speaking, whites and Republicans think it is a less important issue and have their doubts about the whole affair. That contrasts with Democrats and African Americans who think the shooting is a major issue and that Zimmerman was decidedly in the wrong.
  • People are also somewhat critical of the media coverage of the incident.
    • This too is impacted by partisan and racial identification. Republicans and Caucasians are much more critical of media coverage while the African American community is generally happy with media coverage.

These are findings from an Ipsos poll conducted for Thomson Reuters from April 9th – 12th, 2012. For the survey, a sample of 1,922 Americans was interviewed online, including 650 Republicans, 752 Democrats, 520 Independents, 1289 Caucasians, 219 African Americans and 267 Hispanics. The precision of the Reuters/Ipsos online polls is measured using a credibility interval. In this case, the poll has a credibility interval of plus or minus 2.6 percentage points for all respondents. For more information about credibility intervals, please see the appendix.

The data were weighted to the U.S. current population data by gender, age, education, ethnicity and a political values scale. Statistical margins of error are not applicable to online polls. All sample surveys and polls may be subject to other sources of error, including, but not limited to coverage error and measurement error. Figures marked by an asterisk (*) indicate a percentage value of greater than zero but less than one half of a per cent. Where figures do not sum to 100, this is due to the effects of rounding.

More data and full technical details are available in the topline document attached.

For more information on this news release please contact:

Chris Jackson
Research Director, Public Sector Practice
Ipsos Public Affairs
202.420.2011
chris.jackson@ipsos.com

About Ipsos

Ipsos is an independent market research company controlled and managed by research professionals. Founded in France in 1975, Ipsos has grown into a worldwide research group with a strong presence in all key markets. In October 2011 Ipsos completed the acquisition of Synovate. The combination forms the world’s third largest market research company.

With offices in 84 countries, Ipsos delivers insightful expertise across six research specializations: advertising, customer loyalty, marketing, media, public affairs research, and survey management.

Ipsos researchers assess market potential and interpret market trends. They develop and build brands. They help clients build long-term relationships with their customers. They test advertising and study audience responses to various media and they measure public opinion around the globe.

Ipsos has been listed on the Paris Stock Exchange since 1999 and generated global revenues of €1,363 billion (1.897 billion USD) in 2011.

Visit www.ipsos-na.com to learn more about Ipsos offerings and capabilities.




Ipsos/Reuters Poll: Martin-Zimmerman Shooting


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ChrisJackson Chris Jackson
Research Director
Ipsos Public Affairs
Work+1.202.420.2011