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Flemington, NJ, March 5, 2008 – According to a new national study among 656 self-reported Republicans and independents, President Bush’s endorsement of Senator John McCain had a moderate effect on Republican and Independent voter support for the senator.
The communications research study was conducted today by HCD Research and the Muhlenberg College Institute of Public Opinion to obtain Americans’ views on video segments from a press conference in which President George Bush endorsed Senator John McCain for president of the United States.
“Although the endorsement had little impact on increasing the likelihood of Republicans or Independents to vote for Senator McCain, their perception of the potential impact of the endorsement on voters improved moderately after viewing it,” explained Glenn Kessler, president and CEO, HCD Research.
While viewing segments of the video, 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 support for Senator McCain. To view detailed results and agreement curves, go to: www.mediacurves.com
Among the study findings:
If the 2008 presidential election was held today, would you vote for Senator John McCain?
| Prior to viewing Bush’s Endorsement | After Viewing Bush’s Endorsement |
| Republicans |
|
| Yes - 65% | Yes - 69% |
| No - 15% | No - 11% |
| Undecided - 21% | Undecided - 20% |
| Independents |
|
| Yes - 24% | Yes - 27% |
| No - 46% | No - 47% |
| Undecided - 30% | Undecided - 26% |
How do you think an endorsement by President Bush will affect Senator McCain’s candidacy for president?
| Prior to viewing Bush’s Endorsement | After Viewing Bush’s Endorsement |
| Republicans |
|
| Help - 31% | Help - 42% |
| Hurt - 27% | Hurt - 19% |
| Have no effect - 42% | Have no effect - 39% |
| Independents |
|
| Help - 14% | Help - 21% |
| Hurt - 46% | Hurt - 41% |
| Have no effect - 40% | Have no effect - 38% |
Did the endorsement by President Bush make you more or less likely to vote for Senator McCain?
| Republicans | Independents |
| More likely - 34% | More likely - 15% |
| Less likely - 7% | Less likely - 31% |
| Neither - 59% | Neither - 54% |
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.
Editors/Reporters: For more information on the study, or to speak with Glenn Kessler, president and CEO, HCD Research or Chris Borick, Ph.D., director of the Muhlenberg College Institute of Public Opinion, please contact Vince McGourty, HCD Research, at (908) 483-9121 or (vince.mcgourty@hcdi.net).
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.
