Published 28-06-2019
Keywords
- voting, canonical correlation, perceptual mapping, multivariate models,,
- oting preferences, presidential election
Abstract
An essential tool for measuring the exercise of democracy is through looking into the
factors considered by voters in choosing a candidate. This study presents how demographic
factors such as age bracket, sex, educational attainment, and salary bracket affect the
preferences of voters. In the process, this study also illustrates how culture and socialization
affect political choices. A survey with a stratified random sampling technique was
conducted across Cebu province with 606 registered voters. The survey quantitatively
exhibits the patterns of the voting behavior of Cebuano electorates in the 2016 Presidential
and Vice Presidential elections. It identifies elements that influenced the electorates'
preference towards a certain candidate. Using the multivariate canonical correlation
analysis, the study revealed that the demographic profiles of the respondents were
significantly correlated with their preferred characteristics of a presidentiable and vice
presidentiable. The characteristic preference of the Cebuano voters for president and the vice
president differs across age bracket, sex, educational attainment, and salary bracket. The
strength of such a relationship can be predicted using the model