Abstract
The purpose of the study was to determine the most ideal 2016 Philippine presidential candidate based from preferences of millennial voters. The use of conjoint analysis warrants this intention by providing overall and individual utility models of preference. A total of n=900 millennial voters participated in the study. It was found out that political experience of the presidential candidate is the most important attribute, while occupation/profession is the least important. Overall, the millennial voters prefer a Philippine president who is an economist, with experience as elected official, liberal-thinker, prioritizes economic growth, and holds a doctoral degree. Individual preferences of voters were also discussed.
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