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December 2006 Values Update Survey - Analysis

AMEREXPR (Weighted by WEIGHT)

Is your overall opinion of American Express very favorable, mostly favorable, mostly unfavorable, or very unfavorable?
 PercentCumulative Percent
1) Very favorable14.8%14.8%
2) Mostly favorable51.0%65.9%
3) Mostly unfavorable11.4%77.3%
4) Very unfavorable3.7%80.9%
5) Never heard of1.8%82.7%
8) Can't rate15.7%98.5%
9) Refused1.5%100.0%
Missing975
Total Unweighted N = 1032





Age (I-AGE)

 18-2425-3435-4445-5455-6465+MissingTotal
Very favorable24.2%11.4%15.5%12.0%11.0%17.8%314.8%
Mostly favorable45.7%54.1%47.2%53.8%55.0%50.9%551.4%
Mostly unfavorable14.9%11.6%10.5%14.3%11.6%5.8%211.4%
Very unfavorable3.7%5.2%4.6%3.3%3.1%0.9%13.6%
Never heard of0.7%1.0%2.7%1.5%2.8%1.8%11.8%
Can't rate9.3%15.3%19.0%15.1%14.5%19.6%315.7%
Refused1.5%1.5%0.5%0.0%1.9%3.1%21.3%
Missing8311919718416520699221
Total 100% 100% 100% 100% 100% 100%  
Total Unweighted N = 1015

Gender (I-GENDER)

 MaleFemaleMissingTotal
Very favorable15.2%14.4%014.8%
Mostly favorable51.5%50.6%051.1%
Mostly unfavorable10.9%11.9%011.4%
Very unfavorable4.1%3.2%03.7%
Never heard of1.8%1.8%01.8%
Can't rate15.0%16.5%015.7%
Refused1.4%1.6%01.5%
Missing4814949750
Total 100% 100%  
Total Unweighted N = 1032

Education (I-EDUC)

 Less than high schoolHigh school graduateSome collegeCollege graduate and aboveMissingTotal
Very favorable20.1%15.2%12.2%14.4%014.9%
Mostly favorable46.2%48.5%49.0%58.7%451.0%
Mostly unfavorable6.2%11.3%15.4%10.4%011.4%
Very unfavorable1.5%3.7%4.8%3.6%03.7%
Never heard of5.9%1.3%0.2%2.0%01.8%
Can't rate17.9%18.1%17.3%10.0%015.8%
Refused2.2%1.9%1.1%0.9%11.5%
Missing973092273349808
Total 100% 100% 100% 100%  
Total Unweighted N = 1027

Political party (I-PARTYID)

 RepublicanDemocratIndependentMissingTotal
Very favorable15.1%15.8%14.2%1015.0%
Mostly favorable54.1%50.5%50.7%4351.4%
Mostly unfavorable10.8%12.6%12.5%412.1%
Very unfavorable2.4%3.7%5.0%13.9%
Never heard of1.1%1.2%1.1%71.2%
Can't rate15.5%15.8%14.4%2115.1%
Refused1.1%0.3%2.1%31.3%
Missing246293388106448
Total 100% 100% 100%  
Total Unweighted N = 943

Race (I-RACE)

 White non-HispanicBlack non-HispanicHispanic or otherMissingTotal
Very favorable12.8%20.2%19.9%114.8%
Mostly favorable53.0%57.5%39.8%351.1%
Mostly unfavorable12.3%12.3%7.7%011.5%
Very unfavorable3.0%3.1%5.8%23.5%
Never heard of0.9%0.0%6.6%01.9%
Can't rate16.1%7.0%19.6%115.8%
Refused1.9%0.0%0.5%11.5%
Missing7308614598314
Total 100% 100% 100%  
Total Unweighted N = 1024

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