All Registered Voted in Adults Voters 2004 Republicans Democrats John McCain 38.0% 39.0% 40.9% 75.3% 11.2% Barack Obama 37.4% 36.6% 35.4% 9.1% 66.5%Source: BIGresearch, Aug 08 CIA (N=8582) 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. Month-over-month, McCain saw an increase in promoters while Obama's score remained flat among all adults. McCain's score within his own party has increased almost two points to 13.1% (v. 11.4% in July); indicating Republicans are getting the word out about their candidate. Obama also saw an increase of almost one point to 3.9% (v. 3.0% in July). However, McCain has more promoters within the Republican Party than Obama does in the Democratic Party, which could signal that Clinton supporters are still not on board.
Obama McCain ----- ------ July August July August All -44.6% -44.4% -47.6% -45.9% Democrats +3.0% +3.9% -82.7% -83.3% Republicans -87.1% -85.6% +11.4% +13.1% Independents -53.4% -53.1% -58.9% -56.4%Source: BIGresearch, July 08 CIA (N=8361) & Aug 08 CIA (N=8582) *Net Promoter, NPS and Net Promoter Score are trademarks of Satmetrix Systems, Inc., Bain & Company, and Fred Reichheld 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
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