For 17 years, DCVB has commissioned studies to look at Durham's image and a variety of other important community issues. This is the first of several stories that will talk about what residents of Durham, Orange and Wake County think about Durham, Orange and Wake counties. A full State of Durham's Image with the full report will be published in December.
In 1993, when DCVB hired researchers to do a public opinion poll about image, Durham's image was very strong - but only in Durham. Neighbors to the east and west had a very different perception of the Bull City. At that time in Wake County, for every one person with a positive image of Durham, there were 5 people who had a negative image. Orange was only slightly better with a 4 to 1 negative to positive ratio.
Fast forward to 2010. Durham's image is still high with its own residents (it always has been) but Wake and Orange residents have a decidedly different view of Durham. In Orange County 86% of the people have a positive image of Durham and in Wake County, 74% have a positive image of Durham. These are dramatic improvements.
This study was performed by a firm in Wake County on DCVBs behalf. Its based on a randomly selected sample of 400 individuals 18 and above for each county. The results are generalizable to the full population with a margin of error of +/- 5%.
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