Reuters/Ipsos Data: Most Important Quality of Presidential Candidate

• 28% of Americans say that the most important quality of their 2016 presidential candidate choice is "honest and trustworthy"
• Only 4% of Americans say "Can win in November/beat the other party" is the most important quality in their choice of 2016 presidential candidate

Topline results are available for download.

These are findings from an Ipsos poll conducted March 17-21, 2016 on behalf Thomson Reuters. For the survey, a sample of 1,694 adults age 18+ from the continental U.S., Alaska and Hawaii was interviewed online in English. The sample included 713 Democrats, 624 Republicans, and 189 Independents.

The sample for this study was randomly drawn from Ipsos’s online panel (see link below for more info on “Access Panels and Recruitment”), partner online panel sources, and “river” sampling (see link below for more info on the Ipsos “Ampario Overview” sample method) and does not rely on a population frame in the traditional sense. Ipsos uses fixed sample targets, unique to each study, in drawing sample. After a sample has been obtained from the Ipsos panel, Ipsos calibrates respondent characteristics to be representative of the U.S. Population using standard procedures such as raking-ratio adjustments. The source of these population targets is U.S. Census 2015 American Community Survey data. The sample drawn for this study reflects fixed sample targets on demographics. Post-hoc weights were made to the population characteristics on gender, age, region, race/ethnicity and income.

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. Where figures do not sum to 100, this is due to the effects of rounding. The precision of Ipsos online polls is measured using a credibility interval. In this case, the poll has a credibility interval of plus or minus 2.5 percentage points for all respondents (see link below for more info on Ipsos online polling “Credibility Intervals”). Ipsos calculates a design effect (DEFF) for each study based on the variation of the weights, following the formula of Kish (1965). This study had a credibility interval adjusted for design effect of the following (n=1,694, DEFF=1.5, adjusted Confidence Interval=4.2).

The poll also has a credibility interval plus or minus 5.7 percentage points for Democrats, plus or minus 6.0 percentage points for Republicans, and plus or minus 9.6 percentage points for Independents (see link below for more info on Ipsos online polling “Credibility Intervals”).

For more information about Ipsos online polling methodology, please go here http://goo.gl/yJBkuf

For more information on this news release, please contact:

Kaitlyn McAuliffe
Senior Research Manager, U.S.
Ipsos Public Affairs
202.420.2031
[email protected]

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. Ipsos ranks third in the global research industry.

With offices in 88 countries, Ipsos delivers insightful expertise across five research specializations: brand, advertising and media, customer loyalty, marketing, 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 €1,669.5 ($2,218.4 million) in 2014.