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Are elections for a second-term president always a referendum on the incumbent?

More often than not, they are a referendum on the incumbent.

What traits are voters looking for in the next president?

Some 62 per cent of American voters feel the country is going in the wrong direction. The country is looking for someone with both the experience to turn around the economy and the strength of leadership to put that experience to work.

What are the key electoral issues for Republican voters?

More than 7 out of 10 voters are focused on pocketbook issues.

What have the candidates gained from the millions of dollars spent so far?

Romney's early millions went on winning a competitive presidential primary. Since May, however, Obama has spent his money on treading water.

If you were Romney's campaign manager, what idea would you plant in voters' minds?

That we cannot afford four more years of Barack Obama.

What label fits this year's target undecided voter?

It is unlikely that any of the currently ‘undecided' voters will vote in this election. Angry Independents are more important.

What will make them decide on polling day?

Angry Independents will go to the polls because they believe that neither they nor the country can afford four years of Obama.

What does Romney's choice of vice-president say about him?

It was a riskier choice, but also a smarter choice.

How many Electoral College votes do you predict will each candidate get?

Romney 292 to Obama's 246

Ed Goeas, president of The Tarrance Group, is a Republican political strategist