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December 2006 Values Update Survey - Analysis

SWAIRLN (Weighted by WEIGHT)

Is your overall opinion of Southwest Airlines very favorable, mostly favorable, mostly unfavorable, or very unfavorable?
 PercentCumulative Percent
1) Very favorable20.2%20.2%
2) Mostly favorable50.6%70.8%
3) Mostly unfavorable3.6%74.4%
4) Very unfavorable1.6%76.0%
5) Never heard of4.2%80.2%
8) Can't rate18.7%98.9%
9) Refused1.1%100.0%
Missing1032
Total Unweighted N = 975





Age (I-AGE)

 18-2425-3435-4445-5455-6465+MissingTotal
Very favorable21.3%22.8%21.3%20.0%23.7%14.4%220.5%
Mostly favorable57.8%49.8%51.2%55.5%47.4%43.9%1050.9%
Mostly unfavorable4.1%5.8%2.8%4.5%1.5%2.8%13.6%
Very unfavorable3.3%1.9%2.1%0.3%1.5%0.9%01.6%
Never heard of1.2%2.6%3.6%3.5%4.7%8.9%14.1%
Can't rate12.3%16.1%18.2%16.0%21.2%27.0%418.6%
Refused0.0%1.0%0.7%0.3%0.0%2.1%30.7%
Missing90149178194187217105317
Total 100% 100% 100% 100% 100% 100%  
Total Unweighted N = 954

Gender (I-GENDER)

 MaleFemaleMissingTotal
Very favorable21.1%19.4%020.2%
Mostly favorable54.8%47.0%050.6%
Mostly unfavorable2.1%5.0%03.6%
Very unfavorable1.7%1.5%01.6%
Never heard of3.8%4.5%04.2%
Can't rate14.9%22.0%018.7%
Refused1.7%0.6%01.1%
Missing54548710320
Total 100% 100%  
Total Unweighted N = 975

Education (I-EDUC)

 Less than high schoolHigh school graduateSome collegeCollege graduate and aboveMissingTotal
Very favorable17.4%23.1%16.7%20.7%120.3%
Mostly favorable37.0%47.4%52.9%60.6%350.8%
Mostly unfavorable3.3%2.8%6.9%2.4%03.6%
Very unfavorable3.7%1.5%2.3%0.2%01.6%
Never heard of14.8%3.2%2.1%1.9%04.2%
Can't rate23.7%21.3%18.1%13.0%218.7%
Refused0.0%0.7%1.1%1.3%20.9%
Missing9732526534010405
Total 100% 100% 100% 100%  
Total Unweighted N = 967

Political party (I-PARTYID)

 RepublicanDemocratIndependentMissingTotal
Very favorable21.0%21.4%18.3%1120.0%
Mostly favorable58.0%47.8%51.1%1651.7%
Mostly unfavorable3.8%2.2%4.8%13.7%
Very unfavorable0.2%1.6%1.8%21.3%
Never heard of2.3%5.4%3.9%34.0%
Can't rate13.6%20.8%18.8%1318.1%
Refused1.1%0.8%1.3%21.1%
Missing250305388108089
Total 100% 100% 100%  
Total Unweighted N = 927

Race (I-RACE)

 White non-HispanicBlack non-HispanicHispanic or otherMissingTotal
Very favorable18.5%13.8%31.8%120.4%
Mostly favorable54.4%48.8%36.4%850.5%
Mostly unfavorable3.5%1.4%5.7%03.7%
Very unfavorable1.1%4.6%2.0%01.6%
Never heard of4.0%3.2%6.0%04.3%
Can't rate17.4%28.1%18.2%218.7%
Refused1.1%0.0%0.0%30.8%
Missing7899014510468
Total 100% 100% 100%  
Total Unweighted N = 961

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