The Study of Elector Preferences for Presidential Candidates Attribute-Application of Conjoint Analysis

• Main Authors: Tzu-HsuanShih, 石子軒
• Other Authors: Shih-Jie Fang
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/03993545443326613687

碩士 === 國立成功大學 === 國際企業研究所碩博士班 === 100 === Presidential candidates usually focus on meeting the needs of electors by proding a wide range of different policies. However, how to achieve their success is dependent on meeting the needs of electors. This study will choose presidential candidates for study, from a elector view of the levels profolio of candidates. In this study, conjoint analysis conducts in two stages visit; the first stage aims at screening the respondents attach important to product attributes, the results found that the respondents were most seriously “visionary”, “good communication”, “honest”, “livelihood policy”, “economic policy”and “education policy”.The second phase will be filtered out by the establishment of the standards of attributes. After the conjoint analysis of 381 electors’ questionnaires, we found that the factors is in the order as rank 1“visionary”, rank 2 “good communication”, rank 3 “honest”, rank 4 “livelihood policy”, rank 5 “economic policy” and rank 6 “education policy”. The third phase will use the results of the joint visits of the analysis method, the weight of their product attributes and composition utility values to learn what the best pdoduct profolio. The result showed that the presidential candidate in”qualities with good communication skills, with honest qualities, the qualities of vision, to stabilize prices on the livelihood policy, improve the income levels on economic policy and restore the exam system on education policy. In most of market segment, the groups of qualities with good communication skills, with honest qualities, the qualities of vision, are the most important attributes of precidential candidates. Thus, if the campaign group would like to promote a presidential candidate, the first condition is properly strengthen the image of the voters for the personality traits, and thus to obtain the favor of voters for their own presidential candidate.