Although an emotional one,
September 11 is just another day

FOR IMMEDIATE RELEASE
September 5, 2002
For information contact:
Ted Apostol, President, or Stephanie Smith, Analyst, WestGroup Research
602-707-0050

PHOENIX - A just-released study of 400 Arizona adults by WestGroup Research of Phoenix showed that most Arizona residents (70%) plan to treat September 11th as a normal day. However, nearly three in four (73%) indicate the approaching anniversary of the terrorist attacks of September 11, 2001 has made them at least somewhat emotional (57% somewhat + 16% very emotional). Additionally, respondents believe there will be more attacks - 65% of all Arizonans feel a terrorist attack in the United States is likely to happen within the next year.

The survey about the anniversary of September 11th and the current tensions between the US and Iraq took place August 30 through September 3 as part of WestGroup's ongoing monitor of current events. The overall study has a margin of error of + 5% at a 95% confidence level.

Results overview:

• Approximately five in seven (70%) Arizona residents say they plan to treat September 11th normally. One in four (24%) plan to treat it differently.
  
  
• All respondents were read a series of statements about ways they might spend September 11th. One in five (20%) Arizonans will watch or listen to specials about September 11th. Nearly one in ten plan to stay home on this day rather than be on vacation (9%), purposely plan how to spend their day (8%), will attend a religious service (7%). Six percent (6%) say they will attend a commemoration event. Only 2% avoided making reservations to fly on this day.
  
  
• Two in five (41%) Arizona residents say they have been thinking about the tragedy more as the September 11th anniversary approaches.
  
  
• Approximately one in six (16%) Arizona residents describe their emotional state as "very emotional" as the anniversary of September 11th approaches. An additional 57% say they are "somewhat emotional."
  
  
• One-half (52%) of Arizonans think advertisers should treat September 11th like a normal business day. Nearly two in five (38%) think they should handle advertising differently on September 11th. Those who felt advertisers should do something special on September 11th suggested patriotic advertising, no advertising, observing a moment of silence, commemorative advertising, and donating money to charities among others.
  
  
• Two-thirds (65%) of Arizona residents feel a terrorist attack in the United States is likely to happen within the next year (29% "very likely" + 36% "somewhat likely").
  
  
• While approximately half of Arizonans (48%) feel the actions taken by the government to make the nation more secure have been "about right," one-third feel the government has done "too little."
  
  
• One-third (34%) of Arizona residents feel government reaction has "restricted personal freedom," however nearly one-half (48%) feel the government's actions have not affected their freedom.
  
  
• One in five (20%)Arizonans indicate they feel new airline security procedures are highly effective at keeping passengers safe (rated an 8 to 10 on a scale of 1 to 10 where 10 means "extremely effective"). However, the largest proportion (53%) feel new procedures are somewhat effective at keeping passengers safe (rated a 4 to 7). The average rating was 5.5.
  
  
• Five in seven (71%) Arizona residents feel it is likely the US will take military action against Iraq in the next six months -- nearly one-third (31%) feels it is "very likely."

Questions & Responses follow:

• Approximately five in seven (70%) Arizona residents say they plan to treat September 11th normally. One in four (24%) plan to treat it differently. Whereas men are significantly more likely than women to say they will treat it as a normal day (76% vs. 64%), women are significantly more likely to say they will treat it differently (31% vs. 17% of men).
  
  
• When read a series of statements about ways they might spend September 11th, more than one-half (54%) of Arizona residents reaffirm they will spend their day normally. One in five (20%) will watch or listen to specials about September 11th. Nearly one in ten plan to stay home on this day rather than be on vacation (9%), purposely plan how to spend their day (8%), will attend a religious service (7%). Six percent (6%) say they will attend a commemoration event. Only 2% avoided making reservations to fly on this day.
  
  How has the approaching anniversary of the September 11th attacks affected the way you plan to spend that day? Have you planned to ____?
  
  

  Statements read to Respondents	% Yes (n=400)
  Make no changes/spend day normally	54%
  Watch or listen to television or radio specials about the event or its aftermath	20%
  Stay home on this day rather than being on vacation	9%
  Purposely plan how to spend the day	8%
  Go to a special religious service	7%
  Got to a special commemoration event	6%
  Purposely avoided making reservations to fly on this day	2%

  
  
  
• Two in five (41%) Arizona residents say they have been thinking about the tragedy more as the September 11th anniversary approaches. This is particularly true for women (47% vs. 35% of men).
  
  
  
  
• Approximately one in six (16%) Arizona residents describe their emotional state as "very emotional" as the anniversary of September 11th approaches. An additional 57% say they are "somewhat emotional." Women are significantly more likely than men to describe their emotional state as "very" or "somewhat" emotional (84% vs. 62%).
  
  
  
  
• One-half (52%) of Arizonans think advertisers should treat September 11th like a normal business day. Nearly two in five (38%) think they should handle advertising differently on September 11th. Those who felt advertisers should do something special on September 11th suggested patriotic advertising, no advertising, observing a moment of silence, commemorative advertising, and/or donating money to charities among others.
  
  
  
  
• Two-thirds (65%) of Arizona residents feel a terrorist attack in the United States is likely to happen within the next year (29% "very likely" + 36% "somewhat likely"). Older residents (50 and older) are significantly more likely than younger residents to feel an attack is likely (73% vs. 60%).
  
  
  
  
• While approximately half of Arizonans (48%) feel the actions taken by the government to make the nation more secure have been "about right," one-third feel they have done "too little." Only 6% feel they have done "too much."
  
  
  
  
• One-third (34%) of Arizona residents feel government reaction has "restricted personal freedom," however nearly one-half (48%) feel the government's actions have "made no difference." Arizonans with at least a college degree are significantly more likely than those with less education to feel personal freedoms have been restricted by government reaction (50% vs. 28%).
  
  
  
  
  
• One in five (20%)Arizonans indicate they feel new airline security procedures are highly effective at keeping passengers safe (rated an 8 to 10 on a scale of 1 to 10 where 10 means "extremely effective"). However, the largest proportion (53%) feel new procedures are somewhat effective at keeping passengers safe (rated a 4 to 7). The average rating was 5.5.
  
  
• Women are significantly more likely than men to feel new procedures are highly effective (27% vs. 12%). Those in blue-collar occupations are significantly more likely than retirees and those in white-collar professions to say they feel the procedures are highly effective (34% vs. 10% and 14%, respectively).
  
  
  
  
  
• Five in seven (71%) Arizona residents feel it is likely the US will take military action against Iraq in the next six months. Nearly one-third (31%) feels it is "very likely."
  

About WestGroup
WestGroup Research, Arizona's premier market research firm, was established in 1959. WestGroup provides "answers" to clients through telephone interviewing, focus groups, mystery shoppers, data services and expert analysis. WestGroup is home to WestTrack, Arizona's oldest and largest ongoing omnibus study. Monthly studies are conducted with random samples of 400 adult household heads both in metropolitan Phoenix and statewide. In addition to paid WestTrack subscribers, WestGroup frequently includes public interest questions in WestTrack studies as a service to the press and the residents of Arizona.

WestGroup Research is comprised of a highly talented and diversified team of researchers including 10 Project Directors, most of whom also serve as senior analysts and focus group moderators. The company president, Ted Apostol, joined WestGroup in 1974 and became president in 1986. Under his leadership, the company has grown to 10 times its original size. WestGroup is a highly respected company with on-going research relationships with SRP, Valley Metro, the Arizona Lottery among many other businesses and government organizations. As an Arizona-based company, WestGroup Research focuses on serving the research needs of organizations in Arizona and the Southwest, as well as many national clients. For more information call 602-707-0050.

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