Why did fewer people vote for Romney than McLame? THAT question does require analysis. I believe that the reason is lack of charisma on Romney's part, coupled with successful demonization by the Dims (the "Bain Capital" crappola). But you have to analyze the issue, in any case.
I believe that the Repubs have only one hope to regain the presidency in the future, and it is a fool's hope at best: they have to find a charismatic candidate that can excite people to vote FOR him/her, not just vote against the Dims. Apparently nobody was actually excited about Romney except Ann Coulter. I certainly wasn't, though I voted for him.