The Margin of Error For 803 Interviews Is 3.5%: Final

HART RESEARCH ASSOCIATES/PUBLIC OPINION STRATEGIES
November 2014
1724 Connecticut Avenue, NW
Washington, DC 20009
(202) 234-5570
Study #11134d--page 1
CNBC AAES Fourth Quarter Survey
Interviews: 803 adults, including 201 who only have a cell phone
Dates: November 29 December 2, 2014
FINAL
47 Male
53 Female
[109]
Study #11134d
November/December 2014
Please note: all results are shown as percentages unless otherwise stated.
The margin of error for 803 interviews is 3.5%

1a.
For statistical purposes only, would you please tell me how old you are? (IF RESPONDENT REFUSES,
ASK:) Well, would you tell me which age group you belong to?
18-24 ................................................
25-29 ................................................
30-34 ................................................
35-39 ................................................
40-44 ................................................
45-49 ................................................
50-54 ................................................
55-59 ................................................
60-64 ................................................
65-69 ................................................
70-74 ................................................
75 and over ......................................
Not sure/refused .............................
1bc.
12
7
10
7
8
9
9
10
11
6
4
6
1
[148-149]
And to ensure that we have a representative sample, would you please tell me whether you are from a
Hispanic or Spanish-speaking background? (IF RESPONDENT SAYS NO, NOT HISPANIC OR NOT
SURE, ASK:) And again, for statistical purposes only, what is your racewhite, black or African American,
Asian, or something else?
White ................................................
Black or African American ................
Hispanic............................................
Asian ................................................
Other ................................................
Not sure/refused .............................
69
13
11
2
4
1
[150/151]

November 2014
2a.
How would you rate the current state of the economy? Would you say it is excellent, good, only fair, or
poor?
Excellent ........................
Good ..............................
Only fair .........................
Poor ...............................
Not sure .......................
11-12/14
2
24
44
28
2
9/14
2
16
45
34
3
6/14
1
17
48
33
1
3/14
1
16
43
38
2
12/13
1
14
42
41
2
9/13
1
14
40
44
1
6/13
1
15
42
40
2
3/13
1
13
41
44
1
11/12
1
13
41
44
1
9/12
1
9
36
53
1
5/12
1
9
40
49
1
3/12
1
10
35
53
1
11/11
1
7
30
61
1
6/11
1
6
37
55
1
3/11
8
37
54
1
12/10
1
6
39
53
1
10/10
1
7
30
62
-
12/09
1
6
33
60
-
12/08
4
25
70
1
9/18,
20-21/08+
7
28
65
-
9/1012/08
1
10
32
56
1
6/08
1
6
29
63
1
2/08
2
14
39
44
1
12/07
4
22
39
33
2
10/051
5
27
46
22
-
3/051
4
37
41
18
1
8/041
4
33
42
21
1
3/041
4
32
38
26
-
1/031
1
18
44
36
1
1/021
1
26
48
24
-
[152]
Comparative data prior to 12/07 comes from surveys among registered likely voters conducted by The Tarrance Group and/or Lake, Snell, Perry,
Mermin Associates.
+ Results for 9/18,20-21/08 among likely voters.
2b.
And over the course of the next year, do you think the state of the economy will get better, stay about the
same, or get worse?
Will get better ....................................

Will stay about the same ...................
Will get worse ...................................
Not sure ..........................................
11-12/14
27
39
28
6
9/14
23
42
28
7
6/14
28
40
28
4
3/14
29
37
30
4
12/13
26
40
30
4
9/13
28
33
35
4
6/13
34
35
27
4
3/13
32
31
33
4
11/12
37
23
35
5
9/12
35
23
25
17
5/12
33
37
21
9
3/12
36
31
27
6
11/11
27
43
26
4
6/11
30
36
30
4
3/11
29
30
37
4
12/10
37
37
21
5
10/10
37
35
26
2
12/09
43
29
25
3
12/08
39
30
27
4
9/18,
20-21/08+
42
28
23
7
9/1012/08
28
35
26
11
6/08
21
27
43
9
2/08
24
34
34
8
+ Results for 9/18,20-21/08 among likely voters.
[153]

November 2014
Q.2a and Q.2b COMBINED: CURRENT AND FUTURE VIEW OF THE ECONOMY
Optimistic now/optimistic for the future .........
Optimistic now/pessimistic for the future ......
Pessimistic now/optimistic for the future .......
Pessimistic now/pessimistic for the future ....
Not sure for now or the future .....................
11-12/14
23
2
15
53
7
9/14
15
2
16
59
8
6/14
16
2
18
59
5
3/14
15
1
19
60
5
12/13
14
1
16
63
6
9/13
12
2
20
61
5
6/13
15
1
24
55
5
3/13
13
1
22
59
5
11/12
13
26
56
5
9/12
8
1
28
45
18
5/12
9
27
55
9
3/12
10
1
28
54
7
11/11
6
1
23
65
5
6/11
6
1
25
63
5
3/11
7
1
25
63
4
12/10
7
32
56
5
10/10
7
1
31
59
2
12/09
5
1
39
52
3
12/08
4
1
37
54
4
9/18,
20-21/08*
6
64
23
7
9/1012/08
8
2
23
55
12
6/08
5
1
18
66
10
2/08
13
2
18
58
9
[152/153]
* Results for 9/18,20-21/08 among likely voters.
3.
Thinking about the holidays this year, approximately how much are you planning to spend on holiday
shopping this year? (IF RESPONDENT SAYS "NOT SURE," ASK:) Well, if you had to give me your best
guess, about how much do you think you will spend?
Less than $200 ..........................

$200-$499 .................................
$500-$999 .................................
$1,000 or more ..........................
Not sure...................................
Mean .........................................
Mean (Among those who are
spending at least something) .....
11-12/14
24
24
21
24
7
$765
12/13
20
24
22
24
10
$681
11/12
22
24
22
24
8
$742
11/11
24
22
23
23
8
$751
12/10
21
27
22
22
8
$615
12/09
22
22
22
24
10
$778
12/08
22
27
24
20
7
$704
12/07
15
22
27
30
6
$738
12/06
16
22
25
27
10
$688
$865
$754
$829
$855
$687
$873
$784
$782
$735
[154-158]
(ASK ONLY OF RESPONDENTS WHO SAY A NUMBER IN Q.3)

4a.
And is that more than you spent on holiday shopping last year, about the same amount as you spent last
year, or less than you spent last year?
More than spent last year ................................

About the same amount as spent last year .....
Less than spent last year ................................
Not sure.........................................................
11-12/14
11
57
31
1
CONTINUE
Skip to Q.5
Skip to Q.4c
Skip to Q.5
12/13
15
42
42
1
12/10
11
49
38
2
12/09
8
42
48
2
12/08
7
37
55
1
[159]

November 2014
(ASK ONLY OF RESPONDENTS WHO SAY "MORE THAN SPENT LAST YEAR" IN Q.4a)
4b.
What would you say are the main reasons that you are spending more on holiday shopping this year than
you did last year? (OPEN-ENDED RESPONSES)
THIS TABLE HAS BEEN RANKED BY THE HIGHEST PERCENTAGE
Respondents
Spending More
This Year (n=83)
Being paid more/income is higher ................................................
More people/friends to go shopping for, family has grown ...........
The cost of gas is lower................................................................
The economy is in better shape ...................................................
There are more good deals/better prices in stores .......................
Home is worth more .....................................................................
Stock market is strong/investments are worth more .....................
The cost of necessities is lower, food/rent/clothing cost less .......
Other ............................................................................................
No reason.....................................................................................
Not sure......................................................................................
Spent about the same or less than last year (Q.4a) .....................
11-12/14
33
20
8
8
6
5
4
3
13
4
14
NA
12/13
36
9
3
11
6
2
4
1
27
NA
17
NA
All Respondents
Spending On This
Holiday (n=748)
11-12/14
4
2
1
1
1
1
1
2
89
12/13
5
1
2
1
1
4
[160-167]
>
3
85
(ASK ONLY OF RESPONDENTS WHO SAY "LESS THAN SPENT LAST YEAR" IN Q.4a)
4c.
What would you say are the main reasons that you are spending less on holiday shopping this year than you
did last year? (OPEN-ENDED RESPONSES)
Being paid less/income is lower .....................................................................................

Want to save money ......................................................................................................
The economy is not in good shape ................................................................................
Having trouble paying your regular bills1 ........................................................................
Respondent or family member expects to have a lower income soon/job insecurity......
Don't want to increase credit card debt ..........................................................................
Concern about problems in Washington, D.C.2 ..............................................................
Home is worth less .........................................................................................................
Other ..............................................................................................................................
Not sure .......................................................................................................................
Spent about the same or more than last year (Q.4a) .....................................................
1
Respondents
Spending Less
This Year (n=234)
All Respondents
Spending On This
Holiday (n=748)
11-12/14
29
21
17
7
5
4
2
1
12
8
NA
11-12/14
9
7
5
2
2
1
1
4
3
69
12/13
26
16
22
14
11
6
13
3
15
5
NA
In December 2013 the item was phrased, Lack of money/have trouble paying your regular bills.
In December 2013 the item was phrased, Concern about problems in Washington, D.C./debt ceiling/government shutdown.
12/13
11
7
9
6
5
3
5
1
6
2
58
[168-176]
>

November 2014
5.
In which one or two of the following ways have you already done or plan to do most of your holiday
shopping? (IF RESPONDENT CHOOSES MORE THAN TWO, ASK:) Well, if you had to pick just one or
two, which would you pick?
Online, not in stores......................................................

At big box stores, such as Wal-Mart or Best Buy .........
At department stores, such as Macy's or Sears ...........
At locally-owned, non-chain stores ...............................
At chain stores, such as J. Crew or Barnes & Noble ....
Through mail-order catalogues .....................................
At luxury stores, such as Tiffany or Neiman Marcus.....
Other ..........................................................................
Not sure ......................................................................
6.
1112/14
38
33
22
15
8
4
1
6
7
11/12
28
39
23
13
9
3
2
10
5
11/11
27
42
19
12
7
4
2
9
5
12/10
25
48
25
13
9
4
1
9
3
12/09
21
40
22
13
9
4
1
8
9
12/08
21
45
24
11
7
5
1
9
4
12/07
22
44
27
14
11
7
2
7
2
11/06
18
49
25
14
13
5
1
6
2
When it comes to buying holiday gifts, do you expect to use credit cards or other types of debt that you will
not immediately pay off in full and for which you will carry a balance for some amount of time?
Yes ....................................................
No .....................................................
Depends (VOL) ...............................
Not sure ..........................................
7ab.
12/13
35
40
17
15
7
3
1
9
6
11-12/14
29
68
2
1
12/13
21
73
5
1
11/12
23
73
3
1
11/11
21
74
3
2
[215]
Did you either do any holiday shopping over the past few days or plan to do so in the next couple of days?
(IF RESPONDENT SAYS YES, ASK:) On which of the following days did you do or do you plan to do
holiday shopping?
Yes
Thanksgiving Day ..........................................................
The day after Thanksgiving, Black Friday ......................
The Saturday or Sunday after Thanksgiving ..................
The Monday after Thanksgiving .....................................
None of these .................................................................
Not sure..........................................................................
No ....................................................................................
Not sure........................................................................
11-12/14
51
6
16
15
14
11
1
48
2
12/13
48
9
18
18
11
5
52
-
11/12
42
4
16
11
NA
14
58
-
[216/217]
>
(ASK ONLY OF RESPONDENTS WHO DO NOT SAY BLACK FRIDAY IN Q.7b)

7c.
Which ONE of the following is the MAIN reason you did not do any holiday shopping on Black Friday?
You did not want to deal with large crowds ..............................................

You did not want to interrupt your holiday to go shopping ........................
You do most of your holiday shopping online ...........................................
You already finished all of your holiday shopping.....................................
You did not want to encounter minimum wage protests by workers .........
None of these/other reason (VOL) .........................................................
Not sure .................................................................................................
49
18
8
4
3
17
1
[218]
[177]
>

November 2014
(ASK ONLY OF RESPONDENTS WHO SAY BLACK FRIDAY IN Q.7b)

7d.
Which ONE of the following is the MAIN reason you did holiday shopping on Black Friday?
You wanted to take advantage of low prices ........................................

It is a tradition that you do every year...................................................
You wanted to get your holiday shopping done on your day off ...........
You wanted some time away from your family .....................................
None of these/other reason (VOL) ....................................................
Not sure..............................................................................................
8.
57
24
7
2
10
-
[219]
Are you currently employed? (IF RESPONDENT SAYS "NO," ASK:) Are you a student, a homemaker,
retired, or unemployed and looking for work? (IF RESPONDENT SAYS "YES, EMPLOYED," ASK:) What
type of work do you do?
Currently Employed
Professional/manager ....................
White-collar worker.........................
Blue-collar worker...........................
Farmer/rancher...............................
Not Currently Employed
Student ...........................................
Homemaker ....................................
Retired ............................................
Unemployed, looking for work ........
Volunteer (VOL) ...........................
Disabled (VOL) .............................
Not sure/refused ...........................
18
18
19
4
7
22
7
3
2
[220-227]
CONTINUE
Skip to Q.10a

November 2014
(ASK ONLY OF RESPONDENTS WHO SAY "YES, EMPLOYED" IN Q.8a)

9a.
Over the next twelve months, do you expect that your wages will increase, decrease, or stay about the
same? [228]
(ASK ONLY OF RESPONDENTS WHO SAY "INCREASE" IN Q.9a)
9b.
If you had to give your best estimate, by what percentage do you expect your wages to increase over the
next twelve months? Please use only whole numbers, without any decimals. [229-231]
(ASK ONLY OF RESPONDENTS WHO SAY "DECREASE" IN Q.9a)
9c.
If you had to give your best estimate, by what percentage do you expect your wages to decrease over the
next twelve months? Please use only whole numbers, without any decimals. [232-234]
EMPLOYED ADULTS
Decrease ...........................................
Stay the same ....................................
Total increase .....................................
Increase1% to 3% ........................
Increase4% to 10% ......................
Increase11% or more ...................
Increasenot sure how much .........
Mean ....................................................
Median .................................................
11-12/14
4
56
40
14
15
9
2
5.3
-0.7
9/14
4
62
34
10
13
8
3
2.9
-0.6
6/14
6
56
38
15
14
7
2
3.5
-0.2
3/14
6
61
33
10
13
8
2
2.2
-0.6
12/13
7
56
37
11
15
7
4
3.3
-0.3
9/13
9
57
34
11
12
9
2
3.1
-0.3
6/13
7
52
41
13
15
11
2
3.9
-0.2
3/13
10
58
32
11
13
6
2
2.3
-0.3
11/12
6
61
33
8
13
9
3
4.3
-0.3
Decrease ...........................................
Stay the same ....................................
Total increase .....................................
Increase1% to 3% ........................
Increase4% to 10% ......................
Increase11% or more ...................
Mean ....................................................
Median .................................................
9/12
8
62
30
11
11
6
2
2.3
-1.0
5/12
5
65
30
10
11
7
2
2.1
-0.6
3/12
8
60
32
10
12
7
3
2.3
-0.3
11/11
7
62
31
9
13
7
2
2.1
-1.0
6/11
9
62
29
10
10
7
2
1.5
-0.7
3/11
9
64
27
11
8
6
2
2.0
-1.1
12/10
7
62
31
9
11
9
2
2.1
-0.3
10/10
9
66
25
7
12
5
1
1.4
-0.4
8/101
10
63
26
NA
NA
NA
NA
NA
NA
Decrease ...........................................
Stay the same ....................................
Total increase .....................................
Increase1% to 3% ........................
Increase4% to 10% ......................
Increase11% or more ...................
Mean ....................................................
Median .................................................
12/09
11
61
28
8
10
8
2
1.3
-0.7
12/08
7
52
41
11
18
9
3
3.1
-0.6
9/08
4
53
43
14
19
8
2
4.0
-0.3
6/08
6
56
38
11
17
7
3
2.1
-0.5
2/08
4
47
49
13
22
11
3
5.4
-0.1
12/07
2
42
56
18
25
9
4
5.3
1.6
10/07
4
43
53
15
26
11
1
6.1
1.2
6/07
2
48
50
12
25
10
3
5.7
0
3/07
4
41
55
15
21
16
3
7.3
1.6
Comparative data for August 2010 comes from a survey conducted by Hart/McInturff for NBC News and the Wall Street Journal.

November 2014
10a.
Over the next twelve months, do you expect that the cost of living--that is, what you pay for everyday goods
and services--will increase, decrease, or stay about the same? [235]

10b.
If you had to give your best estimate, by what percentage do you think the price of everyday goods and
services will increase in the next twelve months? Please use only whole numbers, without any decimals.
[236-238]
10c.
If you had to give your best estimate, by what percentage do you think the price of everyday goods and
services will decrease in the next twelve months? Please use only whole numbers, without any decimals.
[239-241]
Decrease ...........................................
Stay the same ...................................
Total increase ....................................
Increase1% to 3% .......................
Increase4% to 5% .......................
Increase6% to 10% .....................
Increase11% or more ..................
Increasenot sure how much.........
Mean ...................................................
Median ................................................
11-12/14
3
34
63
21
15
12
10
5
5.0
2.0
3/14
1
23
76
21
18
18
14
5
6.5
3.6
12/13
2
29
69
18
18
16
11
6
5.5
2.8
9/13
1
22
77
23
18
15
15
6
7.3
3.3
6/13
1
18
81
19
19
18
18
7
8.2
4.3
3/13
1
19
80
23
19
14
17
7
8.0
3.8
11/12
2
27
71
19
18
16
11
7
6.2
2.8
9/12
2
21
77
15
18
20
17
7
8.5
4.4
5/12
2
22
76
19
21
14
14
8
7.0
4.0
3/12
2
16
82
12
19
21
21
9
9.7
4.8
11/11
2
27
71
19
19
13
12
8
6.0
2.8
Decrease ...........................................
Stay the same ...................................
Total increase ....................................
Increase1% to 3% .......................
Increase4% to 5% .......................
Increase6% to 10% .....................
Increase11% or more ..................
Increasenot sure how much.........
Mean ...................................................
Median ................................................
6/11
2
18
80
16
18
20
19
7
9.0
4.5
3/11
1
12
87
12
18
23
28
6
12.1
6.6
10/10
3
32
65
13
16
15
16
5
7.9
3.0
12/09
2
27
71
15
18
17
15
6
6.9
3.9
12/08
6
36
58
9
14
13
14
8
5.8
2.2
9/08
5
22
73
13
18
17
18
7
7.3
4.2
6/08
1
8
91
9
21
23
27
11
11.4
7.5
2/08
2
18
80
17
21
18
17
7
8.2
4.3
12/07
2
18
80
19
21
19
12
9
6.4
4.1
10/07
1
20
79
20
22
16
12
9
6.9
3.7
6/07
1
19
80
22
23
17
10
8
7.1
3.7

November 2014
11a.
Do you expect the value of your home to increase, decrease, or stay about the same over the next twelve
months? If you do not own your home, please just say so. [242]

11b.
If you had to give your best estimate, by what percentage do you expect the value of your home to increase
over the next twelve months? Please use only whole numbers, without any decimals. [243-245]
11c.
If you had to give your best estimate, by what percentage do you expect the value of your home to decrease
over the next twelve months? Please use only whole numbers, without any decimals. [246-248]
Own Their Home

Decrease .......................................
Stay the same ................................
Total increase .................................
Increase1% to 4% ....................
Increase5% to 9% ....................
Increase10% or more ...............
Increasenot sure how much .....
Mean ..................................................
Median...............................................
Own Their Home

Decrease .......................................
Stay the same ................................
Total increase .................................
Increase1% to 4% ....................
Increase5% to 9% ....................
Increase10% or more ...............
Increasenot sure how much .....
Mean ..................................................
Median...............................................
1
11-12/14
9/14
6/14
3/14
12/13
9/13
6/13
3/13
11/12
9/12
5/12
3/12
6
60
34
10
10
11
3
2.8
-0.6
9
63
28
7
9
10
2
1.7
-0.7
9
55
36
10
11
11
4
2.2
-0.3
10
59
31
10
8
10
3
2.0
-0.3
10
56
34
6
14
11
3
2.2
-0.6
14
54
32
10
9
9
4
0.8
-0.3
14
48
38
9
11
15
3
3.1
-0.3
13
54
33
10
10
10
3
1.6
-0.3
13
63
24
9
5
6
4
0.1
-0.4
19
54
27
7
7
10
3
0.5
-0.4
16
62
22
6
6
7
3
0.4
-0.9
20
58
22
6
5
9
2
-0.1
-0.5
11/11
6/11
3/11
10/10
12/09
12/08
9/08
6/08
2/08
12/07
10/07
3/07
20
65
15
4
3
5
3
-0.5
-0.5
30
55
15
4
3
6
2
-1.6
-0.6
24
58
18
5
5
6
2
-1.2
-0.5
21
60
19
6
4
6
3
-0.6
-0.5
20
59
20
4
6
8
3
-0.3
-0.5
22
61
17
4
5
5
3
-1.6
-0.5
20
56
24
6
7
9
2
-0.3
-0.5
23
54
23
5
6
9
3
-0.2
-1.0
20
54
26
5
8
9
4
-0.3
-0.5
16
50
34
6
9
13
6
2.2
0
11
49
40
8
9
17
6
3.9
0
9
43
48
12
13
19
4
4.0
0
Results shown among respondents who own their home, consisting of 83% in 11-12/14, 72% in 9/14, 80% in 6/14, 77% in 3/14, 76% in 12/13,78% in 9/13, 77% in 6/13,
74% in 3/13, 74% in 11/12, 77% in 9/12, 76% in 5/12, 77% in 3/12, 77% in 11/11, 75% in 6/11, 78% in 3/11, 80% in 12/10, 83% in 10/10, 84% in 12/09, 77% in 12/08,
85% in 9/08, 86% in 6/08, 81% in 2/08, 82% in 12/07, 82% in 10/07, and 84% in 3/07.

November 2014
12ab.
Do you have money invested in the stock market and mutual funds, including IRAs and 401(K)s? (IF
RESPONDENT SAYS YES, ASK:) And is the value of these investments above or below fifty thousand
dollars?
Yes, Have Money invested

Above $50,000 ........................
Below $50,000 ........................
Not sure ..................................
No, no money invested .............
Not sure/refused .....................
11-12/14
51
24
18
9
47
2
9/14
49
25
18
6
49
2
6/14
49
28
16
5
49
2
3/14
52
29
18
5
47
1
12/13
53
28
20
5
46
1
9/13
51
28
17
6
47
2
6/13
48
26
16
6
50
2
3/13
55
29
20
6
43
2
11/12
51
25
21
5
47
2
9/12
52
28
19
5
46
2
5/12
52
26
21
5
46
2
3/12
49
24
19
6
49
2
11/11
51
27
19
5
47
2
6/11
52
29
19
4
46
2
3/11
46
25
21
NA
47
7
12/10
47
27
20
NA
45
8
Less than $10,000 ...................................................

At least $10,000 but less than $50,000 ...................
At least $50,000 but less than $100,000 .................
At least $100,000 but less than $200,000 ...............
At least $500,000 but less than $1,000,000 ............
$1,000,000 or more .................................................
No, no money invested in the stock market .............
Not sure/refused ....................................................
13ab.
10/10
7
13
11
7
3
2
1
1
44
11
12/09
8
13
8
8
2
2
3
2
42
12
[249/250]
12/08
8
14
9
9
4
4
1
1
42
8
In your opinion, would you say this is a good time or a bad time to be investing in the stock market? (IF
RESPONDENT SAYS "GOOD TIME OR BAD TIME," ASK:) Would you say it is a very (good time/bad
time) or just a somewhat (good time/bad time)?
Very good time ............................

Just a somewhat good time ........
Just a somewhat bad time ..........
Very bad time ..............................
Not sure ....................................
Total Good Time
Total Bad Time
Total Good Time

Total Bad Time
11-12/14
12
29
22
8
29
41
30
9/14
7
24
29
11
29
31
40
6/14
9
27
26
13
25
36
39
3/14
10
29
25
14
22
39
39
12/13
9
29
27
12
23
38
39
9/13
8
30
26
13
23
38
39
6/13
10
26
23
15
26
36
38
3/13
9
31
26
13
21
40
39
11/12
7
24
30
17
22
31
47
9/12
7
23
30
18
22
30
48
5/12
4
26
33
19
18
30
52
3/12
7
24
33
16
20
31
49
11/11
7
22
31
22
18
29
53
6/11
7
24
33
17
19
31
50
3/11
8
27
31
15
19
35
46
12/10
7
28
31
15
19
35
46
10/10
6
31
31
20
12
37
51
12/09
12
29
24
24
11
41
48
12/08
15
23
22
30
10
38
52
10/07
13
36
18
9
24
49
27
[251/252]

November 2014
On a different topic...
14.
Held for future release.
15.
As you may know, as a result of this year's elections, Republicans will control both houses of Congress
starting in 2015. Does this make you feel more optimistic, less optimistic, or does it not affect your opinion
either way about each of the following areas? If something does not apply to you, please say so.
THIS TABLE HAS BEEN RANKED BY THE PERCENTAGE WHO SAY MORE OPTIMISTIC
The direction of the economy..............................

The cost of gas, electricity, and other energy * ...
Dealing with the federal deficit ** ........................
The direction of the stock market * .....................
The cost of healthcare **.....................................
The value of your home ......................................
Your wages .........................................................
More
Optimistic
33
33
32
26
26
23
20
Less
Optimistic
25
25
27
15
37
11
16
Does Not
Affect
Opinion
Either Way
33
32
31
38
28
44
42
Does
Not
Apply
5
5
5
8
4
17
18
Not
Sure
4
5
5
13
5
5
4
[259]
[262]
[267]
[263]
[266]
[260/264]
[261/265]
* Asked of one-half the respondents (FORM A).

** Asked of one-half the respondents (FORM B).
Moving on to a different subject...

16a.
In your area, would you say that gasoline prices are higher than, lower than, or about the same as they were
at this point last year? If you are not sure about this, please say so.
Higher ...............................................
Lower ................................................
About the same ................................
Not sure ..........................................
16b.
6
79
7
8
[268]
Nationally, gas prices have decreased recently. Are you doing any of the following things specifically
because gas prices are lower?
Putting more money into savings ...............................................................

Paying down more debt ............................................................................
Driving more ..............................................................................................
Spending more on other things ..................................................................
You are not doing any of these things as a result of lower gas prices .....
Not sure ...................................................................................................
13
12
10
8
61
4
[269]
>

November 2014
Thinking some more about shopping...

17a.
Before making a purchase, how often do you research the product on the Internetall the time, most of the
time, some of the time, rarely, or never?
All of the time ............................................
Most of the time .........................................
Some of the time .......................................
Rarely ........................................................
Never.........................................................
Not sure...................................................
Total All/Most Of The Time
Total Rarely/Never
18
24
23
13
21
1
42
34
[270]
CONTINUE
Skip to Q.18a
(ASK ONLY OF RESPONDENTS WHO SAY "SOME OF THE TIME" OR MORE IN Q.17a)
17b.
Once you have done research online and decided to make a purchase, are you more likely to buy the
product online or in a physical store?
Online ........................................................
Physical store ............................................
Depends (VOL)........................................
Not sure ...................................................
18ab.
[271]
34
41
24
1
This holiday season, do you plan to give or receive any Apple products such as iPads, iPhones, iPods, or
Mac computers? (IF RESPONDENT SAYS YES, ASK :) And do you plan to give, receive, or both give
AND receive an Apple product this holiday season?
Yes
Give ................................................
Receive ..........................................
Both give and receive .....................
Not sure ..........................................
No.....................................................
Not sure ........................................
11-12/14**
15
8
2
4
1
80
5
11/11
18
9
2
5
2
80
2
12/10
17
NA
NA
NA
NA
81
2
[272/273]
(ASK ONLY OF RESPONDENTS WHO SAY "YES" IN Q.18a)

18c.
And which of the following Apple products do you plan to give or expect to receive? **
An iPad ....................................................................
An iPhone Six ..........................................................
A MacBook laptop computer ....................................
An iMac desktop computer.......................................
An iPod ....................................................................
Not sure .................................................................
No/Not sure (Q.18ab)...............................................
5
6
2
1
2
2
85
[274]
>

November 2014
19ab.
Do you currently own any so-called wearable technology, such as Google Glass, a fitness tracker you wear
on your wrist, or a watch that connects to your cell phone or the Internet? (IF RESPONDENT SAYS "NO,
DO NOT CURRENTLY OWN," ASK:) Do you plan to buy some kind of wearable technology like those I just
mentioned at some point in the next year? *
Yes, Currently Own .................................
No, Do Not Currently Own ......................
Plan to buy in next year ..........................
Do not play to buy in next year ................
Not sure ...................................................
Not sure .................................................
9
89
6
81
2
2
[275/276]
* Asked of one-half the respondents (FORM A).
FACTUALS: Now I am going to ask you a few questions for statistical purposes only.
F1.
Are you currently registered to vote? (IF RESPONDENT SAYS "YES, REGISTERED," ASK:) A lot of
people are unable to get out and vote for many reasons. Did you happen to vote in the 2012 election for
president? (IF RESPONDENT SAYS "YES, VOTED," ASK:) For whom did you voteBarack Obama, Mitt
Romney, or someone else?
Voted for Barack Obama ...................
Voted for Mitt Romney ......................
Votedsomeone else ........................
Votednot sure ..................................
No, did not vote .................................
Not registered....................................
Not sure ..........................................
F2.
32
25
8
12
10
12
1
[277-279]
What is the last grade that you completed in school?

Grade school ...........................................................
Some high school ....................................................
High school graduate ...............................................
Some college, no degree .........................................
Vocational training/2-year college............................
4-year college/bachelor's degree .............................
Some postgraduate work, no degree.......................
2-3 years postgraduate work/master's degree .........
Doctoral/law degree.................................................
Not sure/refused ....................................................
1
6
25
17
10
22
3
12
2
2
[308-309]

November 2014
F3.
Generally speaking, do you think of yourself as a Democrat, a Republican, an independent, or something

else? (IF RESPONDENT SAYS "DEMOCRAT" OR "REPUBLICAN," ASK:) Would you call yourself a
strong (Democrat/Republican) or not a very strong (Democrat/Republican)? (IF RESPONDENT SAYS
"INDEPENDENT," ASK:) Do you think of yourself as closer to the Republican Party, closer to the
Democratic Party, or do you think of yourself as strictly independent? (IF RESPONDENT SAYS
"SOMETHING ELSE," ASK:) Do you think of yourself as closer to the Republican Party, closer to the
Democratic Party, do you think of yourself as strictly independent, or do you think of yourself as something
else?
Strong Democrat ......................................................................
Not very strong Democrat .........................................................
Independent/something else/closer to Democratic Party ..........
Strictly independent ..................................................................
Independent/something else/closer to Republican Party ..........
Not very strong Republican ......................................................
Strong Republican ....................................................................
Something else .........................................................................
Not sure ..................................................................................
F4.
Thinking about your general approach to issues, do you consider yourself to be liberal, moderate, or
conservative? (IF RESPONDENT SAYS "LIBERAL" OR "CONSERVATIVE," ASK:) Do you consider
yourself to be very (liberal/conservative) or somewhat (liberal/conservative)?
Very liberal ........................................
Somewhat liberal...............................
Moderate ...........................................
Somewhat conservative ....................
Very conservative..............................
Not sure ..........................................
Total Liberal
Total Conservative
F5.
[310-320]
16
11
7
21
10
9
15
6
5
6
15
31
23
15
10
21
38
[321/322]
If you added together the yearly income of all the members of your family who were living at home last year,
what would the total be? I'm going to read some income ranges. Please stop me when I reach the range for
your family--less than ten thousand dollars, between ten thousand dollars and twenty thousand dollars,
between twenty thousand dollars and thirty thousand dollars, between thirty thousand dollars and forty
thousand dollars, between forty thousand dollars and fifty thousand dollars, between fifty thousand dollars
and seventy-five thousand dollars, between seventy-five thousand dollars and one hundred thousand
dollars, between one hundred thousand dollars and two hundred thousand dollars, or more than two
hundred thousand dollars?
Less than $10,000 ...................................................
Between $10,000 and $20,000 ...............................
Between $20,000 and $30,000 ................................
Between $30,000 and $40,000 ................................
Between $40,000 and $50,000 ................................
Between $50,000 and $75,000 ................................
Between $75,000 and $100,000 ..............................
Between $100,000 and $200,000 ............................
More than $200,000 .................................................
Not sure/refused ....................................................
6
9
10
9
7
14
13
13
4
15
[323-324]

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