1. Voter Attitudes Toward Early
Childhood Education
Prepared for:
Be My Voice Hawaii
July 2012

2. Executive Summary
• A vast majority of respondents acknowledged the importance of preschool to the development of a
child, with three-fifths saying it is “extremely important” (59%) and one-third saying it is “somewhat
important” (34%).
• However, perceived value of services like preschool can still improve. Similar to findings in 2011,
“Services, like preschool, that prepare children under five to enter kindergarten ready to succeed”
were deemed “very valuable” by smaller proportions of respondents compared to other services
tested in the survey.
• There is support for ensuring more children have access to preschool. When given the choice,
greater proportions of respondents said that preschool should be partly free (44%) or free for all
children in Hawaii (33%), rather than remain the same as it is today where those who are
interested must find ways to pay for it themselves (23%).
• Support for a State program that ensures all four-year olds have access to preschool is also great,
with 51% of respondents saying that they would "strongly support" it and 23% saying they would
"somewhat support" it.
• The most convincing of the arguments tested in the survey in support of a preschool program was
“Studies show that children who attend preschool are more likely to be ready for and successful in
kindergarten and later school years” (based on % rating “very convincing”: 52%), followed by
“85% of a child‟s brain develops by age 5. We need to spend more money on services that have
an impact on the healthy development of children” (47%).

3. Executive Summary
• None of the arguments tested in the survey against a preschool program were particularly
convincing to respondents (based on % rating “very convincing”). The most convincing argument
was “The time spent between birth and kindergarten entry is solely a parent‟s responsibility,” with
30% of respondents rating “very convincing.” The least convincing argument was “State funding
for education should not begin until a child is 5 years old” (14% “very convincing).
• Overall, in order to fund the preschool program, respondents were more supportive of the funding
options that would affect only certain segments of the population (e.g., households with income of
over $500,000, soda drinkers) rather than the entire population. Eight funding options for the
preschool program were tested in the survey. Respondents would be most amenable to the
following options, based on responses to “Which of the following would you „strongly support‟ the
most?
– A lottery run by the State, where lottery revenue would help fund the program” topped the list as the option
that respondents would “strongly support the most (21%)
– An income tax increase for households with annual household income of over $500,000 (18%)
– A 5-cent tax on soda and other sugary beverages (16%).
• One in five respondents (20%) reportedly would not “strongly support” any of the funding options
tested in the survey.

4. Executive Summary
KEY OBSERVATIONS NOTED AMONG STRONG SUPPORTERS*
• A majority of strong supporters of the preschool program do not have children under 18 living in
their household. Strong supporters also tended to be female, Democrats, and non-union
members.
• Strong supporters of the program would be more likely to support “an income tax increase for
households with annual income of over $500,000” than any of the other funding options tested in
the survey (based on 66% rating “strongly support” and 26% saying “strongly support the most”).
• More than one-fourth of strong supporters would be opposed to “a 0.25% in the General Excise
Tax” to fund the preschool program, a greater proportion compared to the other options tested in
the survey (based on % “strongly oppose”: 27%).
* Respondents who said they would “strongly support” a program, supported by State funding, that ensures all four-year olds have access to
preschool (51%).

5. Executive Summary
KEY OBSERVATIONS NOTED AMONG SWING GROUP*
• The following respondents were over-represented in the swing group:
– Japanese
– Respondents with annual household income of $100,000 and over
– Respondents who did not have children under 18 living in their household
– Respondents who did not have children attending or attended preschool
– Democrats
– Non-union members
• The campaign needs to emphasize the importance of preschool to the swing group. Less than
two-fifths said that preschool is “extremely important” (37%), compared to 82% of strong
supporters who felt similarly. Additionally, a smaller proportion of the swing group, compared to
strong supporters and strong opponents, said “services, like preschool, that prepare children
under five to enter kindergarten, ready to succeed” are “very valuable.
• Greater proportions of the swing group felt that “preschool should be partly free,” with families
contributing a portion of the costs (50%) or should “remain the same as it is today, where those
who are interested must find ways to pay for it themselves” (33%), rather than “free for all children
in Hawaii” (16%).
* Respondents who said they would “somewhat support,” “somewhat oppose,” or said “don‟t know” when asked “Would you strongly support,
somewhat support, somewhat oppose, or strongly oppose a program, supported by State funding, that ensures all four-year olds have access to
preschool?” (38%)

6. Executive Summary
KEY OBSERVATIONS NOTED AMONG SWING GROUP* (CONTINUED)
• Compared to other funding options tested in the survey, the following options received “strongly
support” responses from greater proportions of swing group respondents:
– A $25 per year State tax increase for the average household (32%)
– An income tax increase for households with annual income of over $500,000 (30%)
– A 5-cent tax on soda and other sugary beverages (28%)
• When asked which of the funding options they would “strongly support the most,” a greater
proportion of the swing group said “a lottery run by the State, where lottery revenue would help
fund the program” (21%), compared to the other options tested in the survey.
• One-third of the swing group reportedly would not “strongly support” any of the options tested in
the survey to fund the preschool program (33%).
• More than two-fifths of the swing group said they would “strongly oppose” “a 0.25% increase in the
General Excise Tax” to fund the preschool program (44%), a greater proportion than for the other
funding options tested in the survey.
* Respondents who said they would “somewhat support,” “somewhat oppose,” or said “don‟t know” when asked “Would you strongly support,
somewhat support, somewhat oppose, or strongly oppose a program, supported by State funding, that ensures all four-year olds have access to
preschool?” (38%)

7. Executive Summary
KEY OBSERVATIONS NOTED AMONG SWING GROUP* (CONTINUED)
• Respondents in the swing group felt that “Studies show that children who attend preschool are
more likely to be ready for and successful in kindergarten and later school years” is a more
convincing argument for the preschool program than the other arguments tested in the survey
(based on % rating “very convincing”: 41%).
• Comparable proportions of the swing group found the following three of the four arguments tested
in the survey against the preschool program to be “very convincing”:
– Money is tight. The State should not be spending more money now (28%).
– State government will not spend this money effectively (27%).
– The time spent between birth and kindergarten is solely a parent‟s responsibility (25%).
* Respondents who said they would “somewhat support,” “somewhat oppose,” or said “don‟t know” when asked “Would you strongly support,
somewhat support, somewhat oppose, or strongly oppose a program, supported by State funding, that ensures all four-year olds have access to
preschool?” (38%)

8. Objectives and Methodology
• The overall objective of this research was:
TO CONTINUE THE RESEARCH TO AID IN THE “BE MY VOICE” CAMPAIGN
DEVELOPMENT --- WITH PARTICULAR ATTENTION TO MEASURING PUBLIC SUPPORT
FOR VARIOUS POLICY INITIATIVES.
• A Statewide telephone survey was conducted among n=418 registered Hawaii voters on June 14
to June 25, 2012. The maximum sampling error for n=418 is +/-4.7%.
• n=130 interviews were conducted via cell phone to capture the proportion of the population who
no longer have landlines. A list of cell phone numbers with an 808 area code was purchased from
a nationally recognized sampling house.
• The total sample was weighted to correct an over-representation of Caucasians and adults 55 and
older. Demographics of the 2012 sample are very similar to those of the 2011 sample.
• All telephone interviewing was conducted from the Ward Research Calling Center in downtown
Honolulu using CATI, a Computer Assisted Telephone Interviewing (CATI) system. CATI allows
for the 100% monitoring of calls through a combination of electronic and observational means.
Data processing was accomplished using SPSS for Windows and data tables were created using
Wincross, which allows for cross-tabulation of data by key variables and statistical testing
including T-test for means and z-Test for percentages.

9. Objectives and Methodology
• Survey questions were created by Ward Research and approved by the “Be My Voice” team.
Some questions were based on a 2011 survey conducted by Ward Research for Good Beginnings
Alliance. Where applicable, data was tracked for changes over time. A copy of the survey
instrument is appended to this report.

10. Demographics
Island 2011 2012 Household Income 2011 2012
Oahu 75% 75% Under $35,000 21% 16%
Maui 11 9 $35,000 – but under $50,000 14 14
Big Island 12 11 $50,000 – but under $75,000 22 20
Kauai 3 5 $75,000 – but under $100,000 13 15
Age $100,000 and over 19 23
18 – 24 years old 6% 5% Refused 11 12
25 – 34 years old 11 10 Years Lived in Hawaii
35 – 44 years old 14 11 Less than 2 years <1% 1%
45 – 54 years old 19 27 2 – less than 5 years 2 2
55 – 64 years old 26 18 5 – less than 10 years 5 4
65+ years old 24 29 10 or more years 39 32
Refused 1 1 Born and raised in Hawaii 55 61
MEAN 52.7 54.3 Don‟t know/Refused <1 0
Ethnic Identification Gender
Caucasian 23% 22% Male 45% 46%
Chinese 4 6 Female 55 54
Filipino 15 14 Base = (402) (418)
Hawaiian/part-Hawaiian 18 18
Japanese 26 25
Mixed 7 9
Other 4 4
Refused 3 1

11. Demographics
Have Children Under 18 2011 2012 Political Party Affiliation 2011 2012
Yes 29% 34% Democratic party 56% 52%
No 71 66 Republican party 19 17
Refused <1 0 Neither/Independent 19 26
(IF YES) How many are: (MEAN) Other 3 2
Under age 3 1.24 1.11 Don‟t know/Refused 3 4
3 to 5 years old 1.13 1.17 Union Member
6 to 12 years old 1.41 1.47 Yes 33% 30%
13 to 17 years old 1.14 1.26 No 67 69
Have Children Attended or Attending Don‟t know/Refused <1 1
Preschool
Base = (402) (418)
Yes --- 43%
No --- 56
Refused --- <1

12. What is the most important issue facing your community?
Consistent with the survey conducted for Good Beginnings Alliance in 2011, respondents were
asked, top-of-mind, “In your opinion, what is the most important issue facing your community?”
As shown in the graph below, a significantly larger proportion of respondents than last year said that
rail is the most important issue facing their community (12% - up 10 percentage points) while a
significantly smaller proportion than last year said that the economy is the most important issue facing
their community (9% - down 13 percentage points). One in ten said education (11%), consistent with
last year (10%), and comparable to current proportions of respondents who said rail
(12%), unemployment/jobs (12%), traffic (11%), and the economy (9%).
Top Five Responses
Rail 12%
2%
Unemployment/jobs 12%
13%
Traffic 11%
7%
Education 11%
10% 2012
2011
Economy 9%
22%
Other 3%
3%
Don't know/Refused 3%
7%
0% 20% 40%
Q: In your opinion, what is the most important issue facing your community? (2012: n=418; 2011: n=402)

13. What is the most important issue facing your community?
Respondents with children under 18 in their households and respondents younger than 35 were
significantly more likely than others in their demographic groups to say that education is the most
important issue facing their community.
Children Under 18 in
Age
Household
Yes No <35 35-54 55-64 65+
Education 18% 7% 23% 13% 10% 3%
Base = (144) (274) (62) (157) (74) (119)
Q: In your opinion, what is the most important issue facing your community?

14. How important is preschool?
A vast majority of respondents acknowledged the importance of preschool to the development of a
child. Three-fifths said it is “extremely important” (59%) and one-third (34%) said it is “somewhat
important,” compared to 6% who said it is “not very important” or “not important at all.”
Extremely Somewhat
important, 59% important, 34%
Not very
important, 5%
Not important at
all, 1%
Don't
know/Refused, 1%
Q: In your opinion, how important is preschool to the development of a child? Would you say it is extremely important, somewhat important, not very
important or not important at all? (n=418)

15. Funding for Preschool
Respondents were read the following Statements and asked with which Statement they agree the most:
 Preschool should be free for all children in Hawaii, similar to K-12 education.
 Preschool should be partly free; families should be asked for some portion of the costs of preschool based
on their income.
 Preschool should be the same as it is today where those who are interested must find ways to pay for it
themselves.
A majority of respondents want funding for preschool to change. Of the three choices, a greater proportion felt that
preschool “should be partly free” with families contributing a portion of the costs (44%) or “free for all children” (33%)
rather than “remain the same as it is today where those who are interested must pay for it themselves” (23%).
Preschool should
be partly free;
families should be
asked for some
portion of the costs
of preschool based
on their
Preschool should incomes, 44%
be free for all
children in Hawaii
similar to K-12 Preschool should
education, 33% remain the same as
it is today where
those who are
interested must find
ways to pay for it
themselves, 23%
Q: Which of the following Statements do you agree with the most? (n=418)

16. Funding for Preschool
• Respondents younger than 35 were significantly more likely than other age groups to agree that “preschool should
be free for all children in Hawaii, similar to K-12 education.”
• Republicans were more likely than others in their demographic group to agree that “preschool should remain the
same as it is today where those who are interested must find ways to pay for it themselves.”
• Females were significantly more likely than males to choose “preschool should be partly free; families should be
asked for some portion of the costs of preschool based on their income” as the Statement they agreed with the
most.
Age Voting Behavior Gender
<35 35-54 55-64 65+ Democrat Republican Neither Male Female
Preschool should be free for all
children in Hawaii, similar to K-12 59% 26% 27% 32% 38% 18% 32% 35% 31%
education
Preschool should be partly free;
families should be asked for some
34 48 53 37 46 38 45 38 49
portion of the costs of preschool
based on their income
Preschool should remain the same
as it is today where those who are
7 26 18 31 16 45 23 27 20
interested must find ways to pay for
it themselves
Base = (62) (157) (74) (119) (216) (70) (107) (194) (224)
Q: Which of the following Statements do you agree with the most?

17. Support for Preschool Program
One-half of respondents (51%) reportedly would “strongly support” a program, supported by State
funding, that ensures all four-year olds have access to preschool and approximately one-fourth (23%)
would “somewhat support” it, far greater proportions than would “somewhat oppose” (12%) or “strongly
oppose” (11%) the program.
Somewhat
support, 23%
Strongly
support, 51%
Somewhat
oppose, 12%
Strongly
oppose, 11%
Don't
know/Refused,
3%
Q: Would you strongly support, somewhat support, somewhat oppose, or strongly oppose a program, supported by State funding, that ensures all
four-year olds have access to preschool? (n=418)

18. Funding for Preschool Program
Respondents were also read a list of possible options that would help fund a program that ensures all
four-year olds have access to preschool and asked whether they would “strongly support,” “somewhat
support,” somewhat oppose,” or “strongly oppose” the option.
o A 1% budget cut to every State department, including the Department of Health, the Department of
Business, Economic Development & Tourism, and the Department of Public Safety
o A 5-cent tax on soda and other sugary beverages
o An income tax increase for households with annual income of over $500,000
o A lottery run by the State, where lottery revenue would help fund the program
o A 0.25% increase in the General Excise Tax
o A $100 per year State tax increase for the average household.
o A $50 per year State tax increase for the average household.
o A $25 per year State tax increase for the average household.
• “An income tax increase for households with annual income of over $500,000” and “a $25 per year
State tax increase for the average household” received the most “strongly support” mentions from
respondents (48% and 47%, respectively).
• “A 0.25% increase in the General Excise tax” and “A State tax increase for the average household
by about $100 per year” received the least “strongly support” mentions (16% and 15%, respectively).

19. Funding for Preschool Program
An income tax increase for households with annual income of
48%
over $500,000
A $25 state tax increase per year for the average household 47%
A 5-cent tax on soda and other sugary beverages 36%
A lottery run by the State, where lottery revenue would help
34%
fund the program
A $50 state tax increase per year for the average household 34%
A 1% budget cut to every State department 27%
A 0.25% increase in the General Excise Tax 16%
Strongly support
A $100 state tax increase per year for the average household 15%
0% 20% 40% 60% 80% 100%
Q: Would you strongly support, somewhat support, somewhat oppose, or strongly oppose the following
to help fund a program that ensures all four-year olds have access to preschool?

20. Funding for Preschool Program
“Strongly Support the Most”
Respondents were then asked which option they “strongly support the most” from the options where
they responded “strongly support.” (Note that all of the respondents who said “strongly support” to one
option also said “strongly support” to at least one other option; 20% of respondents reportedly would
not “strongly support” any of the options.) “A lottery run by the State, where lottery revenue would help
fund the program” topped the list as the option that respondents would “strongly support the most”
(21%), followed closely by “an income tax increase for households with annual household income of
over $500,000” (18%) and “a 5-cent tax on soda and other sugary beverages” (16%).
A lottery run by the State, where lottery revenue would help
21%
fund the program
An income tax increase for households with annual incomes of
18%
over $500,000
A 5-cent tax on soda and other sugary beverages 16%
A 1% budget cut to every State department 10%
A $25 state tax increase per year for the average household 10%
A 0.25% increase in the General Excise Tax 3%
Don't know/Refused 2%
Did not "strongly support" any option 20%
0% 20% 40% 60% 80% 100%
Q: (IF MORE THAN ONE “STRONGLY SUPPORT) Which of the following do you “strongly support” the most? (n=418)

21. Funding for Preschool
• One-half of strong supporters felt that “preschool should be free for all children in Hawaii” (50%), a
slightly greater proportion than those who felt that “preschool should be partly free” (45%).
• A greater proportion of the swing group felt that “preschool should be partly free” (50%), rather
than completely free (16%). Note that one-third of the swing group felt that “preschool should
remain the same as it is today, where those who are interested must find ways to pay for it
themselves” (33%).
• One in six of the strong opponents felt that “preschool should be partly free” (16%). Three-fourths
felt that “preschool should remain the same as it is today where those who are interested must
find ways to pay for it themselves” (75%).
Strong
Swing Group Strong Opponents
Supporters
Preschool should be free for all children in
50% 16% 8%
Hawaii, similar to K-12 education.
Preschool should be partly free; families should be
asked for some portion of the costs of preschool based 45 50 16
on their income.
Preschool should remain the same as it is today where
those who are interested must find ways to pay for it 5 33 75
themselves.
Base = (213) (159) (46)
Q: Which of the following Statements do you agree with the most?

22. Funding for Preschool Program
• Two out of three strong supporters said they would “strongly support” “an income tax increase for
households with annual income of over $500,000” (66%) and “a $25 per year State tax increase
for the average household” (64%) to support the preschool program, a greater proportion than for
any of the funding options tested in the survey.
• Strong support for any of the funding options among the swing group were rather low. The
following options received the most “strongly support” mentions:
– A $25 per year State tax increase for the average household (32%)
– An income tax increase for households with annual income of over $500,000 (30%)
– A 5-cent tax on soda and other sugary beverages (28%).
• When asked which of the funding options they would “strongly support the most,” one in five in the
swing group said “a lottery run by the State, were lottery revenue would help fund the program”
(21%), a greater proportion compared to the other funding options tested in the survey. One-third
reportedly would not “strongly support” any of the options (33%).
• A greater proportion of strong opponents said they would “strongly support” a “1% budget cut to
every State department” (31%), compared to other options tested in the survey. A greater
proportion of strong opponents also said they would strongly support the budget cut “the most”
(22%), compared to the other options.