Firstly I think it would have been more intellectually honest to just have asked the question in the true intention, that is, to have come out and say you just want an explanation for Election 2004.
Because a set of morals can be personal or social, religious or not, et cetera. Morals is a huge philosophical argument for which there can be no easy explanation or conclusion.
22% of Americans reported that moral values was the biggest issue for them in the 2004 Election, 80% of those voters cast a vote for President Bush.
That’s an interesting statistic in that is the largest percentage any one issue received as far as “most important” goes. But it is a misleading statistic, with overrepresentation in states that John Kerry never had a shade of a chance of winning in and for a lot more issues than just moral values.
In the 11 real battleground states (Florida, Iowa, Michigan, Nevada, New Hampshire, New Mexico, Ohio, Pennsylvania, and Wisconsin) only three reported moral values as their biggest issue (Wisconsin, Iowa, and New Mexico.) And in those three states, one voted for Senator Kerry and two voted for President Bush.
The value of the two states that went for Bush (Iowa and New Mexico) is 11 electoral votes, that doesn’t change the election results.
You might look to another issue, terrorism, as a bigger deciding factor. John Kerry did not identify with people who felt terrorism was a huge issue, and that is a big problem for any candidate. He lost Florida because he couldn’t sell himself on terrorism if Kerry had just SPLIT the Florida vote amongst people who felt terrorism was the number one issue, he would have won Florida and the Presidency. If he had just gotten 30% of those voters in Ohio (compared to the abysmal 10%) he would have won in Ohio, and again, won the Presidency.
To get back to your question most voters who think their moral values are the most important are conservative christians who are anti-abortion and anti-gay marriage. But I think everyone already knew that.