The explicit racism measures asked respondents whether they agreed or disagreed with a series of statements about black and Hispanic people. In addition, the surveys asked how well respondents thought certain words, such as "friendly," ''hardworking," ''violent" and "lazy," described blacks, whites and Hispanics.
The same respondents were also administered a survey designed to measure implicit racism, in which a photo of a black, Hispanic or white male flashed on the screen before a neutral image of a Chinese character. The respondents were then asked to rate their feelings toward the Chinese character. Previous research has shown that people transfer their feelings about the photo onto the character, allowing researchers to measure racist feelings even if a respondent does not acknowledge them.
Results from those questions were analyzed with poll takers' ages, partisan beliefs, views on Obama and Romney and other factors, which allowed researchers to predict the likelihood that people would vote for either Obama or Romney. Those models were then used to estimate the net impact of each factor on the candidates' support.
All the surveys were conducted online. Other research has shown that poll takers are more likely to share unpopular attitudes when they are filling out a survey using a computer rather than speaking with an interviewer. Respondents were randomly selected from a nationally representative panel maintained by a.