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This profile was last updated on 7/11/14  and contains information from public web pages.

Dr. George Gary Manross

Wrong Dr. George Gary Manross?

Employment History

Board Memberships and Affiliations


  • communications , advertising and public relations
  • communications , advertising and public relations
  • Ph.D. , Communications Research
    Annenberg School for Communications at USC
15 Total References
Web References
Dr. Manross worked ..., 11 July 2014 [cached]
Dr. Manross worked closely with the Agency for more than two years; the upshot was 78% voter support.
"I can give you $1.7 billion reasons why I think Dr. Manross is one of the best in the business; that is how much our transportation sales tax Measure C will raise over its 20-year life. - TB
George Gary Manross, Ph.D. is a behavioral scientist with more than 25 years experience in political communications and political consulting, integrated marketing communications, and communications management. Dr. Manross is cited in Wikipedia as being...
"A leader in designing and conducting public opinion surveys, Dr. Manross is an influential figure in California politics… implementing innovative methods. Dr. Manross' results are often astonishingly accurate."
Prior to founding SRI, Dr. Manross held executive-level positions with two Fortune 500 companies, as well as with the largest state trade association in America, the California Association of Realtors®, and the largest public relations agency in the world, Hill & Knowlton, Inc., headquartered in New York, N.Y. He began his career as Business Editor for a metropolitan daily newspaper.
Dr. Manross has taught at UCLA and at USC, and was Associate Professor of Communications in the California State University system, where he held a joint appointment in Advertising and Public Relations. He was the head of the Advertising Sequence when he left academe; during this period, he taught courses in applied research, integrated marketing communications (IMC), management, advertising, and public relations at both the undergraduate and graduate levels.
Dr. Manross is senior author of a paper with the late Dr. Rogers that will soon be submitted to the Harvard Business Review; entitled, 'CLOSING THE CHASM'™: Introducing New Products/ Services Into the Marketplace by Integrating Diffusion of Innovations with Product Life Cycle.
Dr. Manross also authored the book: The Impact of Theory-driven Public Opinion Research in Strategic Planning for Winning Campaigns, Carlton Press, NY.
East Bay Regional Parks | Embrace Life!, 6 Nov 2008 [cached]
Consultants: Dr. George Manross, Strategic Research Institute; Steve Melikian, Jones Hall
Dr. Manross has fielded the final survey to provide information critical to the Board's deliberations. The data gathering was initiated immediately following the June 3, 2008 General Election. Preliminary results are expected to be available at this Legislative Committee meeting, and a full report at the July 1, 2008 Board meeting. The key information that is being sought by this process is an assessment of overall community support, changes in this level of support over time, and final information on a preferred option for wording the ballot question.
Dr. Manross will be in attendance at this meeting to present the preliminary findings of the survey. Due to the large sample size and the short timeline, the full report and analysis may not be completed by this date; however, it is anticipated that there will be sufficient information available to enable the Committee to develop a recommendation to the full Board. Dr. Manross will also be asked to present his full report at the July 1, 2008 Board Meeting.
The testing standard by which staff generally recommends proceeding with the measure is the go/no-go threshold of 2/3 plus margin of error of the survey. Based on the results of the survey as they will be presented this meeting, the Committee will be requested to discuss and make a recommendation on proceeding with the measure.
Recommendation: The Committee is requested to review the available information and make a go-no-go recommendation to the full Board regarding placement of the 2008 Regional Park Bond Extension on the November 2008 Election.
Dr. George Manross made a presentation about SRI's June survey. He pointed out that he only had results for 451 out of the 600 people surveyed. He identified that 72% likely support is a "go" in SRI's go/no go model. In the first survey in January, the bond extension was at 76.5% approval. In March, it dipped to 72% approval on account of the economy, but the overall number has held in this final survey. Opinion Leaders, which are 13.5% of the electorate, softened by 6.5% from 77% to 70.5%. This number, however, holds across all six geographic areas (the recent data set does not include Livermore, only actual voters covered by the original Measure AA).
Dr. Manross pointed out that in the January survey, 18% of the electorate said the country was in a recession.
Manross pointed out that there was 76% approval for the 7% contingency.
Dr. Manross believes there is sufficient data to go forward with the bond extension and recommend it to the full Board.
Manross noted that including the Zoo pushes approval 2%.
Board of Directors Meeting Minutes - 03/18/08 | East Bay Regional Park District, 10 Feb 2011 [cached]
GM O'Brien introduced Dr. George Manross of Strategy Research Institute, who gave a presentation of the survey results, including the methodology used.
Latest survey shows strong public support for county parks (February 06, 2002), 5 Feb 2002 [cached]
The scientifically conducted telephone poll quizzed 478 people in depth about their interest in county parks and trails, reported George Manross, chairman of Strategic Research Institute.The error should be less than 5 percent, he said.
County residents strongly favor acquiring more parkland, and developing it for hiking and passive recreation rather than active sports, Mr. Manross said.Their top spending priority is managing natural resources _ protecting wildlife, watersheds and open spaces."You don't go to county parks for swings," he added.
Residents would also be willing to pay for more parks, the survey showed: More than 70 percent of respondents said they would vote to pay between $5 and $10 a year to acquire new parklands, and to expand and enhance existing county parks and trails.That number is greater than the two-thirds vote needed to pass a bond or tax measure."Bottom line, this is a robust number," said Mr. Manross.
On the down side, residents targeted distance and awareness as the greatest barriers to their use of parks.Sixty-seven percent cited distance from their home, and 64 percent did not know what park facilities were available.
The survey marks a mid-point in the process, started in 1994, to seek new funds to maintain and improve the county's park system.The detailed assessment of needs and opinion will serve as a base to seek funds, and to prepare the capital improvement program for parks that will be necessary if and when the county asks voters to approve a bond measure or tax increase to expand or improve its parks.
Mr. Manross agreed that respondents might not recognize which parks they used, or might overstate how often they used them.However, he added, these answers reflect their perceptions, and perceptions are both real and important.
"Eighty-one percent are satisfied, and perceived satisfaction is real," he said."What drives voter decisions is perceived realities and core values."
East Bay Regional Parks | Embrace Life!, 10 May 2008 [cached]
GM O'Brien introduced Dr. George Manross of Strategy Research Institute, who gave a presentation of the survey results, including the methodology used.
GUESTS: Director Beverly Lane, Dallas Harryman, Norm Kidder, Dr. George Manross
SRI Chairman and CEO, Dr. George Manross, further elaborated about the 2007 Park User Survey and the 2008 Community Survey.
The Community Survey was conducted by phone with a random sample of approximately 400 residents in Alameda and Contra Costa Counties. A 2005 park user survey highlighted the need for the District to do a better job of branding our work and ensuring we are getting credit for programs we administer, so these survey's do lead to improvements in District services and operations. Dr. Manross demonstrated, through data in the Park User Survey, that attitudes about access to parkland are fairly positive. Dr. Manross highlighted the similarities and differences discovered between the Park User Survey and Community Survey. Dr. Manross discussed the distinction between satisfaction and loyalty.Loyalty is a better predictor of behavioral outcomes, such as willingness to pay for clean and safe parks.The District has very loyal users.
In response to a question about why the "other" category for regular activities people engage in at their community parks (walking garnered 56%, hiking 16%, biking 16%, running 10%, walking dog 10%, swimming 6%, aerobics 2%, skateboarding 1%, in-line skating 1%, horseback riding 1% and other garnered 34%), Dr. Manross explained that every activity not mentioned by at least 1% of those surveyed was lumped together in a large "other" category.That means there are probably at least 35 other activities people engage in at the parks such as fishing, bird-watching, etc.Dr. Manross responded to a question about dog walkers and indicated they use the parks multiple times per week and therefore would be "surveyed" more often.Dr. Manross also made it clear that those surveyed by phone were notified up front that his firm was conducting the research on behalf of East Bay Regional Park District.
Results of Survey on Extension of the Regional Park Bond
Dr. Manross discussed the results of the survey on the extension of the Regional Park Bond.
It is clear a simple extension of the existing assessment rate is more popular than an increase. SRI's survey conducted in 2007 indicated 76.5% of the population would vote for an extension of Measure AA.The February 2008 survey indicated 72% would support.The 4.5% drop is due to overall concerns about our economy. In both surveys, however, 77% of opinion leaders were found to support an extension of Measure AA. Dr. Manross will conduct another survey in June.
In response to a question about what kinds of statements were tested, Dr. Manross clarified the survey tested both arguments for and against an extension of Measure AA.
Dr. Manross also discussed Golden Gate School of Law adjunct professor Paul Kibel's report: "Access to Parkland: Environmental Justice at East Bay Parks."
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