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Survey Reports
November 11, 2004
Voters Liked Campaign 2004, But Too Much 'Mud-Slinging'
Questionnaire
PEW RESEARCH CENTER FOR THE PEOPLE AND THE PRESS
NOVEMBER 2004 RE-INTERVIEW SURVEY
-- FINAL TOPLINE
November 5 - 8, 2004
N=1,209 Voters
MY FIRST QUESTION IS...
Q.1 A lot of people have been telling us they didn't get a chance to vote in the election on
November 2. How about you... did things come up that kept you from voting, or did you
happen to vote?
Yes, voted -- CONTINUE WITH INTERVIEW
No, did not vote -- GO TO Q1B, THANK RESPONDENT AND END
Don't remember -- THANK RESPONDENT AND END
Refused -- THANK RESPONDENT AND END
ASK ALL WHO VOTED (Q1=1):
Q.2 All in all, are you satisfied or dissatisfied with the way things are going in this country
today?
Nov 2000 Nov 1996
51 Satisfied 46 51
45 Dissatisfied 47 42
4 Don't know/Refused 7 7
100 100 100
IF RESPONDENT IS IN A STATE WHERE NADER IS NOT ON BALLOT GO TO Q.3X. ELSE USE Q.3
Now, thinking about the recent election...
Q.3 Did you happen to vote for George W. Bush, for John Kerry or for Ralph Nader for president?
Q.3x Did you happen to vote for George W. Bush or for John Kerry for president?
Nov 2000 Nov 1996 Nov 1992 Nov 1988
49 George W. Bush 43 Bush 39 Dole 32 Bush, Sr. 53 Bush, Sr.
45 John Kerry 46 Gore 45 Clinton 45 Clinton 43 Dukakis
* Ralph Nader 2 Nader 7 Perot 17 Perot n/a
6 Other/DK 9 9 6 4
100 100 100 100 100
IF RESPONDENT CHOSE BUSH OR KERRY IN Q.3/Q.3x ASK:
Q.4 Would you say that your vote was more a vote FOR (INSERT CANDIDATE VOTED FOR IN
Q.3/Q.3x: BUSH/KERRY) or more a vote AGAINST (INSERT NAME OF OTHER CANDIDATE:
KERRY/BUSH)?
Nov Nov Nov Nov
2000 1996 1992 1988
49 Bush Supporters 42 Bush 39 Dole 32 Bush, Sr. 53 Bush, Sr.
37 Pro-Bush 29 17 21 39
10 Anti-Others 12 20 10 12
2 Undecided 1 2 1 2
45 Kerry Supporters 47 Gore 45 Clinton 45 Clinton 43 Dukakis
19 Pro-Kerry 35 31 33 25
22 Anti-Others 11 13 10 16
4 Undecided 1 1 2 2
6 Other/DK/Can't Remember 11 16 23 4
100 100 100 100 100
NO QUESTIONS 5 THROUGH 10
ASK FORM 1 ONLY OF BUSH/KERRY VOTERS [N=569]:
Q.11F1 What one issue mattered most to you in deciding how you voted for president?
[OPEN END: ACCEPT MULTIPLE RESPONSES BUT DO NOT PROBE FOR ADDITIONAL]
Mentioned...
Total First Second
27 25 2 Iraq/The war
14 12 2 Economy/Jobs
9 9 * Moral values
9 8 1 Terrorism/Security
5 5 * Honesty/Integrity
5 5 0 Other Bush
4 4 * Other Kerry
3 2 1 Health care
3 3 * Abortion
2 2 0 Direction of the country
2 2 * Candidate's religiosity/morals
2 2 * Strength/leadership
2 2 * Foreign policy
2 * 2 Gay marriage/marriage
2 2 * Don't change course
1 1 * Social Security
1 1 * Taxes
1 1 * Environment
1 * 1 Stem cell
1 1 0 Supreme Court
1 1 0 Gun control
1 1 0 Education
8 8 0 Other
5 5 -- Don't know/Nothing/Everything
ASK FORM 2 ONLY OF BUSH/KERRY VOTERS [N=567]:
Q.12F2 Which ONE issue mattered most to you in deciding how you voted for president?
[READ AND RANDOMIZE]
27 Moral values
22 Iraq
21 Economy/jobs
14 Terrorism
4 Health care
4 Education
3 Taxes
4 (VOL. DO NOT READ) Other, not on this list
1 (VOL. DO NOT READ) Don't know/Refused
100
IF ANSWER GIVEN (1-8 IN Q.12F2) ASK [N=567]:
Q.13F2 What would you say was the SECOND most important issue to you? [READ AND RANDOMIZE
EXCLUDING ITEM GIVEN IN Q.12F2]
23 Economy/jobs
18 Terrorism
16 Health care
14 Iraq
9 Moral values
7 Education
5 Taxes
5 (VOL. DO NOT READ) Other, not on this list
3 (VOL. DO NOT READ) Don't know/Refused
100
ASK IF MORAL VALUES MENTIONED IN Q.12F2 OR Q.13F2 [N=205]:
Q.14F2 You mentioned "moral values" as an important issue, what comes to mind when you think
about "moral values"? (OPEN END, DO NOT PROBE FOR CLARITY OR ADDITIONAL RESPONSES)
50 Policies (NET)
44 Social Issues (SUBNET)
29 Gay Marriage
28 Abortion
4 Stem cell issue
2 Economic equality/helping the poor/health care
7 Other policy issues
23 Candidate Qualities (NET)
9 Honesty/Integrity/trustworthiness
6 Kerry has no morals/Kerry has great morals/Democratic hypocrisy
6 Bush has no morals/Bush has great morals/Republican hypocrisy
1 Strength/decisiveness
3 Other Personal Qualities (Clinton mentions)
18 Religion/Christianity/God/Bible (NET)
17 Traditional values (NET)
5 Family values/Traditional values
4 "Right versus Wrong"
3 The way people live their lives/"moral code"
2 General decline in morality
2 Media/What's on TV
1 As A Political Issue (NET)
4 Other
2 Don't Know/Refused
ASK IF MORAL VALUES NOT MENTIONED IN Q.12F2 OR Q.13F2 [N=362]:
Q.15F2 Some people have mentioned "moral values" as an important issue. What comes to mind
when YOU think about "moral values"? (OPEN END, DO NOT PROBE FOR CLARITY OR ADDITIONAL
RESPONSES)
35 Traditional values (NET)
9 Family values/Traditional values
6 The way people live their lives/"moral code"
5 "Right versus Wrong"
2 General decline in morality
1 Media/What's on TV
25 Policies (NET)
18 Social Issues (SUBNET)
11 Gay Marriage
8 Abortion
3 Stem cell issue
5 Economic equality/helping the poor/health care
3 Other policy issues
17 Candidate Qualities (NET)
9 Honesty/Integrity/trustworthiness
3 Bush has no morals/Bush has great morals/Republican hypocrisy
3 Kerry has no morals/Kerry has great morals/Democratic hypocrisy
1 Strength/decisiveness
2 Other Personal Qualities (Clinton mentions)
12 As A Political Issue (NET)
8 Not a voting/government issue
3 Used as a wedge issue
1 The Religious/Christian Right
11 Religion/Christianity/God/Bible (NET)
6 Other
15 Don't Know/Refused
ASK ALL EXCEPT THOSE WHO ANSWERED '9' DK/CAN'T REMEMBER IN Q.3/Q.3x:
Q.16 When did you make up your mind definitely to vote for (INSERT CHOICE FROM Q.3/Q.3x;
IF 'OTHER' IN Q.3/Q.3x INSERT 'THE CANDIDATE OF YOUR CHOICE')?
Nov Nov Nov Nov
Total Bush Kerry 2000 1996 1992 1988
4 3 4 On Election Day 5 6 9 6
1 1 2 On Monday (day before the election) 2 3 4 3
1 1 2 Over the last weekend 2 2 4 2
3 3 3 In the last week 5 6 8 4
12 9 15 Debate period (NET) 20 3 13 20
11 8 14 During or just after the Presidential debates 17 -- 12 --
1 1 1 After the Vice Presidential debate 3 -- 1 --
6 6 7 In September, before debates/after the Conventions 9 12 6 16
7 5 8 Convention period (NET) 7 8 12 15
1 1 * During or after the Republican Convention 4 -- -- --
6 4 8 During or after the Democratic Convention 3 -- -- --
23 20 29 This year, before the summer, during or just after
the primaries 21 13 18 19
38 52 28 Before 2004 20 39 12 9
0 0 0 Other -- * 8 --
2 * 2 Don't know/Refused 3 2 1 2
4 0 0 Don't remember who voted for 6 6 5 4
100 100 100 100 100 100 100
NO QUESTION 17 OR 18
ASK ALL:
Q.19 Now that the campaign is over, how satisfied were you with the choice of presidential
candidates? Would you say that you were very satisfied, fairly satisfied, not very
satisfied, or not at all satisfied?
Nov Nov Nov Nov
2000 1996 1992 1988
33 Very satisfied 24 18 24 26
33 Fairly satisfied 44 33 37 36
16 Not very satisfied 18 24 21 20
16 Not at all satisfied 9 22 16 17
2 Don't know/Refused 5 3 2 1
100 100 100 100 100
Q.20 During this campaign, did you feel you learned enough about the candidates and the issues
to make an informed choice between Bush and Kerry, OR did you find it difficult to choose
because you felt you did not learn enough from the campaign?
Nov Nov Nov Nov
2000 1996 1992 1988
86 Learned enough to make an informed choice 83 75 77 59
13 Did not learn enough from the campaign 15 23 20 39
1 Don't know/Refused 2 2 3 2
100 100 100 100 100
Q.21 How helpful were the presidential debates to you in deciding which candidate to vote for?
Would you say they were very helpful, somewhat helpful, not too helpful, or not at all
helpful?
Nov Nov Nov Nov
2000 1996 1992 1988
24 Very helpful 25 13 31 13
38 Somewhat helpful 37 28 39 35
14 Not too helpful 14 23 11 24
19 Not at all helpful 16 25 13 25
4 Did not watch the debates (VOL.) 7 10 5 3
1 Don't know/Refused 1 1 1 *
100 100 100 100 100
Q.22 Students are often given the grades A, B, C, D, or Fail to describe the quality of their
work. Looking back over the campaign, what grade would you give to each of the following
groups for the way they conducted themselves in the campaign? First... (READ AND
RANDOMIZE: OBSERVE FORM SPLITS; ITEM i FULL FORM)
ASK FORM 1 ONLY [N=601]: A B C D F DK
a.F1 The press 8 24 32 19 16 1=100
November 2000 6 22 31 18 20 3=100
November 1996 6 22 33 19 18 2=100
November 1992 11 25 29 16 15 4=100
November 1988 8 22 33 19 16 2=100
b.F1 The talk show hosts 9 22 29 14 10 16=100
November 2000 9 22 24 11 10 24=100
November 1996 6 15 25 13 16 25=100
November 1992 10 29 25 8 9 19=100
c.F1 The Republican Party 17 33 24 12 12 2=100
November 2000 10 35 31 10 9 5=100
November 1996 4 23 39 18 13 3=100
November 1992 4 25 34 18 15 4=100
November 1988 11 34 31 12 10 2=100
d.F1 The Democratic Party 9 28 37 16 9 1=100
November 2000 14 33 30 11 8 4=100
November 1996 12 36 29 11 9 3=100
November 1992 18 40 26 6 6 4=100
November 1988 7 26 45 13 7 2=100
ASK FORM 2 ONLY [N=608]:
e.F2 The pollsters 16 26 33 9 8 8=100
November 2000 7 22 28 15 14 14=100
November 1996 11 23 29 11 10 16=100
November 1992 15 31 27 9 6 12=100
November 1988 13 29 29 12 11 6=100
f.F2 The campaign consultants 7 31 29 9 5 19=100
November 2000 5 26 29 8 5 27=100
November 1996 4 18 33 11 8 26=100
November 1992 7 26 31 7 4 25=100
November 1988 5 20 37 14 8 16=100
g.F2 John Kerry 15 31 25 13 14 2=100
Gore: November 2000 17 36 25 10 10 2=100
Clinton: November 1996 20 37 22 8 11 2=100
Clinton: November 1992 26 38 21 7 5 3=100
Dukakis: November 1988 9 29 40 13 7 1=100
Q.22 CONTINUED ...
FORM 2 ONLY [N=608]: A B C D F DK
h.F2 George W. Bush 22 34 22 10 11 1=100
November 2000 15 37 27 10 9 2=100
Dole: November 1996 7 26 34 20 12 1=100
Bush, Sr.: November 1992 4 26 33 18 16 3=100
Bush, Sr.: November 1988 15 34 26 13 11 1=100
ASK ALL:
i. The voters 30 30 20 7 8 5=100
November 2000 22 31 25 7 4 11=100
November 1996 12 27 29 13 10 9=100
November 1992 32 29 20 5 5 9=100
November 1988 18 31 28 10 7 6=100
Q.23 How helpful were the candidates' commercials to you in deciding which candidate to vote for?
Would you say they were very helpful, somewhat helpful, not too helpful, or not at all
helpful?
Nov Nov Nov
2000 1996 1992
6 Very helpful 6 4 10
19 Somewhat helpful 23 21 28
22 Not too helpful 24 27 28
48 Not at all helpful 42 46 31
4 Didn't see any (VOL.) n/a n/a n/a
1 Don't know/Refused 5 2 3
100 100 100 100
Q.24 Compared to past presidential elections, would you say there was more discussion of issues
in this campaign or less discussion of issues?
Nov Nov Nov
2000 1996 1992
47 More 46 25 59
42 Less 36 65 34
7 Same (VOL.) 13 6 4
4 Don't know/Refused 5 4 3
100 100 100 100
Q.25 Compared to past presidential elections, would you say there was MORE mud slinging or
negative campaigning in this campaign or LESS mud slinging or negative campaigning in this
campaign?
Nov Nov Nov
2000 1996 1992
72 More 34 49 68
14 Less 46 36 16
12 Same (VOL.) 16 12 14
2 Don't know/Refused 4 3 2
100 100 100 100
Q.26 How did you get most of your news about the presidential election campaign? From
television, from newspapers, from radio, from magazines, or from the Internet?
[ACCEPT TWO ANSWERS: IF ONLY ONE RESPONSE IS GIVEN, PROBE FOR ONE ADDITIONAL RESPONSE]
Nov Nov Nov
2000 1996 1992
76 Television 70 72 82
46 Newspapers 39 60 57
22 Radio 15 19 12
6 Magazines 4 11 9
21 Internet 11 3 --
2 Other 1 4 6
1 Don't know/Refused * 1 1
IF RESPONDENT ANSWERED '1' TELEVISION AS EITHER 1ST OR 2ND RESPONSE IN Q.26 ASK
Q.26a. IF NOT, SKIP TO Q26b.
Q.26a Did you get most of your news about the presidential election campaign from
[READ, RANDOMIZE ITEMS 2 THRU 4 AND 5 THRU 8 SEPARATELY, AND RANDOMIZE SETS OF ITEMS
(LOCAL; NETWORK; CABLE). ACCEPT MULTIPLE ANSWERS BUT DO NOT PROBE FOR ADDITIONAL]
12 Local news programming
11 ABC Network news
9 CBS Network news
13 NBC Network news
15 CNN Cable news
6 MSNBC Cable news
21 The Fox News Cable Channel
2 CNBC Cable news
5 (VOL. DO NOT READ) Don't know/Refused
ASK ALL EXCEPT THOSE WHO ANSWERED '5' INTERNET IN Q.26:
Q.26b Did you happen to get any news or information about the 2004 elections from the
Internet, or not?
Nov Nov
2000 1996
20 Yes 19 7
59 No 70 90
0 Don't know/Refused * *
21 Answered 'Internet' in Q.26 11 3
100 100 100
ASK ALL:
Q.27 How much influence do you think news organizations had on the outcome of this year's
presidential election... too much, too little or about the right amount?
Nov Nov Nov
2000 1996 1992
43 Too much 53 47 46
7 Too little 4 4 2
45 About the right amount 39 46 49
5 Don't know/Refused 4 3 3
100 100 100 100
ASK ALL:
ROTATE Q.28 AND Q.29
Q.28 Would you say the press has been fair or unfair in the way it has covered John Kerry's
election campaign?
Gore Clinton
Nov Nov Nov
2000 1996 1992
65 Fair 71 73 77
31 Unfair 24 24 19
4 Don't know/Refused 25 3 4
100 100 100 100
Q.29 Would you say the press has been fair or unfair in the way it has covered George W. Bush's
election campaign?
Dole Bush, Sr.
Nov Nov Nov
2000 1996 1992
56 Fair 65 65 61
40 Unfair 30 32 35
4 Don't know/Refused 5 3 4
100 100 100 100
Generally...
Q.30 Are you happy or unhappy that the Republican Party maintained control of the U.S. Congress?
Nov Nov
2000 1996
51 Happy 48 65
44 Unhappy 39 27
5 Don't know/Refused 13 8
100 100 100
Q.31 Are you happy or unhappy that George W. Bush was reelected president?
Clinton
Nov 1996
53 Happy 53
43 Unhappy 42
4 Don't know/Refused 5
100 100
IF DID NOT VOTE FOR BUSH (Q.3/3x NE 1) ASK, [N=615]:
Q.32 How do you feel about George W. Bush winning the election? Do you feel [INSERT ITEM;
RANDOMIZE WITH ITEM a. ALWAYS FIRST] or not? Do you feel [NEXT ITEM] or not?
Yes No Don't know
a. Disappointed 82 17 1=100
b. Worried 71 28 1=100
c. Angry 33 66 1=100
d. Depressed 26 72 2=100
IF VOTED FOR BUSH (Q.3/3x=1) ASK [N=594]:
Q.33 How do you feel about George W. Bush winning the election? Do you feel [INSERT ITEM;
RANDOMIZE] or not? Do you feel [NEXT ITEM] or not?
Yes No Don't know
a. Relieved 90 10 *=100
b. Excited 64 34 2=100
c. Reassured 90 9 1=100
d. Safer 88 9 3=100
ASK ALL:
Q.34 Thinking ahead to the next four years, which is more likely to happen? Do you think [READ]
Based on General Public
Clinton
Dec 1996
61 George W. Bush will have a SUCCESSFUL second term 58
OR
29 George W. Bush will have an UNSUCCESSFUL second term 36
1 Neither/No change (VOL) 1
9 Don't know (VOL) 5
100 100
NO QUESTION 35 OR 36
Q.37 Most people cast their votes on Election Day this year, but many were able to vote before
Election Day by absentee ballot or what is called early voting. What about you? Did you
vote ON Election Day or BEFORE Election DAY by absentee ballot, vote by mail or through
early voting?
Nov
2002
80 On Election Day 85
20 By Absentee or other method 15
* Don't know/Refused *
100 100
ASK IF VOTED ON ELECTION DAY (Q.37=1) [N=941]:
Q.38 Did you have to wait in line at your polling place or not?
Q.39 How long did you wait to vote?
42 Yes, waited
13 Under 15 minutes
11 15-29 minutes
10 30-59 minutes
6 1 hour to under 2 hours
2 2 hours or more
0 Don't know/Refused
58 No, didn't wait
0 Don=t know/Refused
100
ASK ALL:
Q.40 [IF Q38=1, Other than waiting in line] Did you have any other problems or difficulties
voting this year, or not?
4 Yes, SPECIFY__________
96 No
* Don't know/Refused
100
Q.41 Was this election the FIRST time that you have voted, or have you voted before?
Based on Registered Voters
Election Weekend 2004
8 First time 13
92 Have voted before 87
0 Don't Know/Refused *
100 100
Q.42 Before the election, were you contacted over the phone by any candidates, campaigns or
other groups urging you to vote in a particular way?
IF YES (Q.42=1), ASK:
Q.43 And were you urged to vote for George W. Bush and/or other Republican candidates OR John
Kerry and/or other Democratic candidates?
Based on Registered Voters
Election Weekend Election Weekend Nov
2004 2002 2000
55 Yes 34 33 42
11 Bush/Republicans 8 7 Reps 13 Bush
11 Kerry/Democrats 8 8 Dems 11 Gore
4 Other (VOL.) 2 1 3
26 Both (VOL.) 12 12 12
3 Don't know/Refused 4 5 3
44 No 65 66 58
1 Don't know/Refused 1 1 *
100 100 100 100
ASK ALL:
Q.44 Did anyone from a campaign or other group contact you IN PERSON such as by coming to your
door to urge you to vote in a particular way in the election?
Based on Registered Voters
Election Weekend 2004
14 Yes 11
86 No 89
* Don't know/Refused *
100 100
Q.45 Did anyone from a campaign or other group contact you BY EMAIL to urge you to vote in a
particular way in the election?
14 Yes
85 No / no e-mail
1 Don't know/Refused
100
Q.46 Did you, yourself, volunteer any of your time to help one of the presidential election
campaigns or not?
9 Yes
91 No
* Don't know/Refused
100
Q.47 Did you, yourself contribute money to a campaign in support of one of the presidential
candidates this year, or not?
15 Yes
84 No
1 Don't know/Refused
100
NO QUESTION 48
ASK Q.49-Q.52 ONLY OF THOSE RESPONDENTS WHO SAID IN PREVIOUS INTERVIEW THAT
THEY ATTEND CHURCH AT LEAST ONCE OR TWICE A MONTH. (ATTEND (1-3); IF
RESPONDENT DOES NOT FIT THAT DESCRIPTION, SKIP TO Q.53.
Q.49 Was information on political parties or candidates for the recent election made available
in your place of worship, or not?
BASED ON THOSE WHO ATTEND CHURCH [N=696]:
Nov 2000 Nov 1996
27 Yes 14 28
71 No 83 69
2 Don't know/Refused 3 3
100 100 100
Q.50 Was information on any state or local ballot initiatives or constitutional amendments made
available in your place of worship, or not?
BASED ON THOSE WHO ATTEND CHURCH [N=696]:
19 Yes
80 No
1 Don't know/Refused
100
Q.51 And did the clergy at your place of worship or any other religious groups urge you to vote a
particular way in the recent election, or not?
IF '1' YES IN Q.51, ASK:
Q.52 Were you urged to vote in a particular way in the PRESIDENTIAL race, a Congressional race,
a state race a local race or on specific ballot issues? (ACCEPT MORE THAN ONE RESPONSE)
BASED ON THOSE WHO ATTEND CHURCH [N=696]:
Nov 2000 Nov 1996
11 Yes 6 7
7 Presidential 4 5
2 Congressional 2 3
2 State 2 3
2 Local 2 3
4 Ballot issue n/a n/a
1 Don't know/Refused 2 2
89 No 93 91
* Don't know/Refused 1 2
100 100 100
ASK ALL:
Now thinking about election night...
Q.53 Did you happen to follow election returns on Tuesday night, or not?
Nov 2000
84 Yes 88
16 No 12
* Don't know/Refused 0
100 100
ASK Q54 TO Q57 ONLY IF Q53=1 [N=1021]:
Q.54 Did you follow the election returns on the television, or not?
Followed All
returns voters
97 81 Yes
3 3 No
0 0 Don't know
100 (16) (Did not follow returns election night)
100
Q.55 Did you follow the election returns on the Internet or not?
Followed All
returns voters
19 16 Yes
81 68 No
* * Don't know
100 (16) (Did not follow returns election night)
100
Q.56 How late did you follow the coverage on election night? [OPEN END]
Followed All
returns voters
25 21 Stopped before 11:00pm
22 19 11:00pm to before midnight
30 25 Midnight to 2:00am
21 18 Later than 2:00am
2 1 Don't know/Refused
100 (16) (Did not follow returns election night)
100
Q.57 Do you think news organizations did an excellent, good, only fair, or poor job on election
night?
Followed
returns
17 Excellent
52 Good
22 Only fair
8 Poor
1 Don't know/Refused
100
ASK ALL:
In the election
ASK FORM 1 ONLY [N=601]:
Q.58F1 How confident are you that your vote was accurately counted? [READ]
Based on Registered Voters
Mid-Oct 2004
68 Very confident 62
24 Somewhat confident 26
4 Not too confident 7
3 Not at all confident 4
1 Don't know/Refused 1
100 100
ASK FORM 2 ONLY [N=608]:
Q.59F2 How confident are you that the votes across the country were accurately counted? [READ]
48 Very confident
37 Somewhat confident
7 Not too confident
7 Not at all confident
1 (VOL. DO NOT READ) Don't know/Refused
100
ASK IF NOT REPUBLICAN (PARTY/PARTYLN NE 1):
Q.60 Next year should the Democratic leaders in Washington... (READ)
BASED ON DEMOCRATS [N=390]:
Nov 1996
Try as best they can to work with Republican leaders to accomplish things,
42 even if it means disappointing some groups of Democratic supporters? 63
OR
Should they stand up to the Republicans on issues that are important to
52 Democratic supporters, even if it means less gets done in Washington? 29
6 Don't know/Refused 8
100 100
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