December 2006 Values Update Survey

Data Archive > U.S. Surveys > General Population > National > Pew Research Center > Analysis


TARGET

(Percentages are weighted by WEIGHT; Total Ns reported are unweighted)

Is your overall opinion of Target very favorable, mostly favorable, mostly unfavorable, or very unfavorable?
  1) Very favorable
  2) Mostly favorable
  3) Mostly unfavorable
  4) Very unfavorable
  5) Never heard of
  8) Can't rate
  9) Refused

Category Percentage Cumulative Percentage
Very favorable 21.4% 21.4%
Mostly favorable 59.5% 80.9%
Mostly unfavorable 7.5% 88.4%
Very unfavorable 2.9% 91.3%
Never heard of 1.7% 93%
Can't rate 6.2% 99.2%
Refused .7% 99.9%
Total N = 1032

Variable Comparisons

Age (I-AGE)

18-24 25-34 35-44 45-54 55-64 65+ TOTAL
Very favorable 24.3% 24.3% 25.4% 20.5% 16.7% 15.9% 21.3%
Mostly favorable 57.8% 59.4% 54.8% 64.5% 62.9% 56.6% 59.4%
Mostly unfavorable 8.6% 9.9% 10.2% 6.6% 7.2% 2.8% 7.6%
Very unfavorable 3.0% 3.0% 5.3% 2.3% 1.3% 2.8% 3.0%
Never heard of 0.7% 0.5% 0.8% 0.5% 4.1% 4.6% 1.8%
Can't rate 3.7% 3.0% 3.5% 5.6% 7.2% 15.0% 6.2%
Refused 1.9% 0.0% 0.0% 0.0% 0.6% 2.4% 0.7%
TOTAL 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
1015


Gender (I-GENDER)

Male Female TOTAL
Very favorable 16.7% 26.3% 21.4%
Mostly favorable 59.2% 59.8% 59.5%
Mostly unfavorable 9.1% 5.9% 7.5%
Very unfavorable 4.1% 1.7% 2.9%
Never heard of 1.7% 1.7% 1.7%
Can't rate 8.4% 3.9% 6.2%
Refused 0.8% 0.6% 0.7%
TOTAL 100.0% 100.0%
1032


Education (I-EDUC)

Less than high school High school graduate Some college College graduate and above TOTAL
Very favorable 18.2% 22.9% 20.3% 22.3% 21.5%
Mostly favorable 52.9% 59.7% 60.0% 61.2% 59.3%
Mostly unfavorable 3.3% 7.3% 10.4% 7.2% 7.6%
Very unfavorable 4.0% 2.4% 3.6% 2.7% 3.0%
Never heard of 7.3% 1.6% 0.0% 0.9% 1.8%
Can't rate 12.8% 5.2% 4.9% 5.6% 6.2%
Refused 1.5% 0.9% 0.8% 0.0% 0.7%
TOTAL 100.0% 100.0% 100.0% 100.0%
1027


Political party (I-PARTYID)

Republican Democrat Independent TOTAL
Very favorable 18.5% 21.4% 23.6% 21.6%
Mostly favorable 60.3% 60.9% 58.4% 59.7%
Mostly unfavorable 10.7% 7.4% 6.0% 7.6%
Very unfavorable 3.6% 1.4% 4.1% 3.1%
Never heard of 1.1% 2.3% 0.9% 1.4%
Can't rate 5.4% 6.2% 6.5% 6.1%
Refused 0.4% 0.3% 0.6% 0.5%
TOTAL 100.0% 100.0% 100.0%
943


Race (I-RACE)

White non-Hispanic Black non-Hispanic Hispanic or other TOTAL
Very favorable 18.9% 31.7% 25.2% 21.4%
Mostly favorable 62.1% 55.1% 52.5% 59.6%
Mostly unfavorable 7.5% 6.2% 9.0% 7.6%
Very unfavorable 3.1% 1.3% 3.4% 3.0%
Never heard of 1.1% 1.3% 4.2% 1.7%
Can't rate 6.5% 4.4% 5.0% 6.0%
Refused 0.9% 0.0% 0.5% 0.7%
TOTAL 100.0% 100.0% 100.0%
1024



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