Americans Weigh-in On Candidates' Reponses on Taxes and Iraq War
Flemington, NJ, April 17, 2008 - Two national studies among 622 self-reported Democrats and independents indicated that the most significant movement
was among women, with Senator Obama gaining additional support for his stand on taxes, and Senator Hillary Clinton
gaining additional support for her plan for the war in Iraq.
The communications research studies were conducted today by HCD Research and the Muhlenberg College Institute of Public
Opinion to obtain Americans' perceptions of candidates after viewing segments from the Democratic debate last night.
One group of 311 participants viewed the candidates' responses on Iraq and another group of 311 viewed the candidates'
responses on taxes. While viewing segments of the debate, participants indicated their levels of agreement by moving
their mouse from left to right on a continuum. The responses were recorded in quarter-second intervals and reported in
the form of curves. Participants were asked pre- and post-viewing questions regarding their opinions of the candidates.
Among the study findings:
* The most significant movement on the issues was among women.
* Prior to viewing the candidates' responses on taxes, 28% of women reported that Obama represented a view similar to
theirs regarding taxes. After viewing the candidates' responses, 38% women reported that Obama represented a view
similar to theirs regarding taxes.
* Prior to viewing the candidates' responses on Iraq, 35% of women indicated that Clinton represented a view similar to
theirs regarding the war in Iraq. After viewing the candidates' responses, nearly half (49%), indicated that Clinton
represented a view similar to theirs regarding the war in Iraq.
* After viewing the candidates' responses on taxes, Obama gained support among respondents with an additional 7%
reporting that he represented a view most similar to theirs regarding taxes.
Pre-video: Hillary - 38% / Obama - 31% / Neither - 31%
Post-video: Hillary - 40% / Obama - 38% / Neither - 22%
After viewing the candidates' responses on Iraq, Clinton gained support among respondents with an additional 10%
indicating that she represented a view most similar to theirs regarding the war in Iraq.
Pre-video: Hillary - 32% / Obama - 46% / Neither - 23%
Post-video: Hillary - 42% / Obama - 42% / Neither - 16%
The Media Curves web site provides the media and general public with a venue to view Americans' perceptions of popular
and controversial media events and advertisements. To view detailed results and agreement curves, go to:
www.mediacurves.com
HCD Research is a communications research company headquartered in Flemington, NJ. The company's services include
traditional and web-based marketing and communications research. For additional information on HCD Research, access the
company's web site at www.hcdi.net or call HCD Research at 908-788-9393. Headquartered in Allentown, Pennsylvania, MCIPO
is a respected source of public opinion data on local, state and national issues. . For additional information on
Muhlenberg College, go to www.muhlenberg.edu
ENDS