Brand Scores

Study findings are based on a telephone survey of 400 registered, likely Republican Primary voters in South Carolina.  Sampling error is + 4.9 percentage points at the 95% confidence level.  The study was conducted between April 9 and 16, 2007.

We asked a series of questions to assess public perception of the candidates, and scores were determined in the following ways:

  • Familiarity

    Familiarity is determined by name recognition.

  • Reputation

    On Reputation, raw scores measure the percentage of respondents who rank the candidates positively on certain attributes. To derive a net score, we subtract the percentage of negative impressions of the individual candidates from their percentage of positives.

  • Personality

    As with Reputation, raw Personality scores measure the percentage of respondents who rank the candidates positively on certain attributes.  To derive a net score, we subtract the percentage of negative impressions of the individual candidates from their percentage of positives.

  • Performance

    Performance scores are determined by taking the average raw scores of candidates across a range of questions in this category.

  • Connectivity

    Scores in this category are again determined by taking the average net scores of candidates across a range of questions.