COLUMBUS, OH -- 07/15/08 --
In the race for the White House, Barack Obama
and John McCain are just about even, according to BIGresearch's
(
http://www.bigresearch.com) July Consumer Intentions & Actions (CIA)
survey of over 8,000 people. The candidates can use all the help they can
get to make the move to Pennsylvania Avenue and it appears that a greater
percentage of Republicans are willing to promote McCain than Democrats are
Obama.
By using the Net Promoter® Score* (NPS), respondents were asked to rate,
on a scale from 0 (Not at all likely) to 10 (Extremely likely), the
probability they would recommend a candidate to a friend or coworker. 10
and 9 responses indicate Promoters, 8 and 7 responses are Passives and 0
through 6 are Detractors. NPS is calculated by subtracting the percentage
of Detractors from the percentage of Promoters.
Even though they have a long way to go, McCain is picking up promoters and
Obama is generally losing promoters. Here is a comparison of how each of
the presidential candidates rank compared to the last three months
according to their NPS among all consumers and by political party.
Obama McCain
April May June July April May June July
All -48.8% -51.3% -42.9% -44.6% -56.0% -58.9% -53.0% -47.6%
Democrats -13.4% -17.3% +1.6% +3.0 -82.2% -86.4% -83.0% -82.7%
Republicans -84.0% -85.0% -84.7% -87.1% -9.1% -10.0% -2.1% +11.4%
Independents -51.9% -57.0% -50.6% -53.4% -65.5% -69.9% -63.3% -58.9%
Source: BIGresearch, April 08 CIA (N=8180), May 08 CIA (N=8347), June 08
CIA (N=8351) & July 08 CIA (N=8361)
*Net Promoter, NPS and Net Promoter Score are trademarks of Satmetrix
Systems, Inc., Bain & Company, and Fred Reichheld
McCain's score within his own party has increased thirteen and a half
points to a double digit number (+11.4% v. -2.1% in June), indicating
Republicans are getting the word out about their candidate. Obama's score
has increased only slightly within his party at about a point and a half
(+3% v. +1.6% in June), demonstrating a need to ramp up grassroots efforts.
McCain has also gained some momentum among Independents; however, Obama's
score still remains higher.
Regarding which candidate people would vote for if the election were held
today, it's too close to call with Obama getting 37.8% v. McCain's 36.8%.
Independents appear to hold the key with almost one-third (31.8%) still
undecided.
If the Presidential Election were held today, who would you vote for?
All Adults 18+ Republicans Democrats Independents
McCain 36.8% 74.7% 11.7% 29.0%
Obama 37.8% 7.8% 66.1% 33.8%
Undecided 20.7% 14.3% 18.6% 31.8%
Other 4.7% 3.2% 3.7% 5.5%
Source: BIGresearch, July 08 CIA (N=8361)
To view data tables for presidential candidates' NPS, please click here:
http://info.bigresearch.com/
About BIGresearch
BIGresearch is a consumer intelligence firm providing analysis of behavior
in areas of products and services, retail, financial services, automotive,
and media. BIGresearch conducts the Consumer Intentions and Actions (CIA)
Survey which monitors more than 7,500 consumers each month. The CIA
delivers fresh, demand-based information on where the retail consumer is
shopping and their changing behavior. Unlike indicators based on past
performance, this data brings intelligence on where the retail consumer is
going, their intentions and actions. They also conduct the Simultaneous
Media Survey (SIMM) of more than 15,000 consumers twice each year.
BIGresearch's methodology provides the most accurate consumer information
in the industry with a margin of error of +/- 1 percent.
http://www.bigresearch.com
Contact:
Chrissy Wissinger
BIGresearch
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Suite 370
Worthington, Ohio 43085
(614) 846-0146
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