CHAPTER I

INTRODUCTION

Background of the Study

Wikipedia have defined  election as a formal group decision-making process by which a

population chooses an individual or multiple individuals to hold public office. Elections have

been the usual mechanism by which modern representative democracy has operated since the

17th century. Elections may fill offices in the legislature, sometimes in

the executive and judiciary, and for regional and local government. This process is also used in

many other private and business organisations, from clubs to voluntary

associations and corporations.

In connection, voting is a method for a group, such as a meeting or an electorate, in order to

make a collective decision or express an opinion, usually following discussions, debates, or

election campaigns. Democracies elect holders of high office by voting. Residents of a place

represented by an elected official are called "constituents", and those constituents who cast a

ballot for their chosen candidate are called "voters". There are different systems for collecting

votes, but while many of the systems used in decision-making can also be used as electoral

systems, any which cater for proportional representation can only be used in elections.

The following articles or studies give definitions and information regarding elections in

various countries, as well as the elements that directly impact voters' electoral choices.

An election, according to Gibbins (n.d.), is the formal process of choosing a person to public

office or voting to accept or reject a political program. These votes are the most important

reasons why a person gets elected to lead a community or even the entire country.
 The type of electoral system, the social groups to which voters belong, the voters'

personalities and opinions, their areas of residence, and a variety of other individual

characteristics all influence voter participation rates.

Individual election participation is influenced by a variety of unpredictable circumstances.

The intensity of election campaigns varies. On one one, a crisis environment may motivate a

huge number of people to vote, while on the other hand, the opportunity to vote for an extremist

candidate may entice the generally uninterested to vote. Election turnout can be influenced by

the weather.

A variety of factors influence voters' election decisions, particularly social-group identity,

which aids in the formation of long-term political identification. Furthermore, voters are

sensitive to the influence of more short-term and contingent elements such as campaign events,

issues, and candidate appeals to a greater or lesser level. Voters' decisions are frequently

influenced by voters' perceptions of politicians' and political parties' ability to govern.

Dr. Ihsan Kurtbas, An Empirical Study, vol. 5, No.9 (1), 2015. The factors that influence

voting behavior in specific, as well as voter behavior in general, are a hot topic in political

science and sociology. Politics gets closer to the ideal of producing a "common good" for the

people, resolving crises, and preserving social welfare and integrity when the elements that

influence voters' preferences are better understood. As a result, anytime politics, which is the

only method in this paradigm, has delegated these goals to other means, the price has been paid

in "human misery," which is always the price for bad politics. Politics clearly has a long way to

go in today's world, where sickness, hunger, and conflict terrorize the entire planet.
 Furthermore, local politics is defined as a concept that investigates the effectiveness of local

socio-economic dynamics, geographical considerations, local social factions, and interest groups

in determining and influencing local and national authorities. It also looks at how different

groups interact with authorities and how all of this affects the overall political situation (Aydn,

2008:314). As a result, for people who are affected by the actions of local political authorities,

the desire to determine their own fate, influence political decisions, and lead the policies that will

be implemented is channeled through democratic systems' active participation channels (Dursun,

2008: 82).

In other contexts, Carole Jean Uhlaner, in the International Encyclopedia of the Social and

Behavioral Sciences (Second Edition), 2015. Political participation is defined as voluntary

activities carried out by the general public in order to influence public policy, either directly or

indirectly through influencing the selection of those who formulate policies.

Social networking sites (SNS), according to Zelinna Cynthia Pablo (2014), have become an

increasingly popular way of self-expression, communication, and impact, especially in relation to

political action. Studies have been undertaken on how these sites have been deployed as a tool to

broadcast views, motivate others to vote, publicize one's voting decisions, and even predict

election outcomes in circumstances involving elections, for example. In this study, we look at

how data from the social media site Twitter might be used to improve current understandings of

voter behavior in the Philippines. For a two-week period, we used a mix of manual and

computer-based natural language processing (NLP) techniques to evaluate Twitter data in Metro

Manila related to the 2013 Philippine elections. To produce over 30 themes from Twitter users'

comments on the 2013 Philippine elections, we coupled language modeling with n-grams and

manual discourse analysis. The themes came together around a variety of diverse tales that shed
light on voter behavior, specifically why people vote, how they vote, and who they vote for,

allowing us to better understand the various interlocking elements that influence election and

voting processes.

The electoral system in the Philippines is mentioned in the 1987 constitution, which was

revised, according to Dolan (1991). Representatives now serve for three years, while the

president's term, along with that of the senators, has been extended to six years. As a result, if

given power in a position, leaders are expected to fulfill their tasks and prioritize their

obligations. When it comes to choosing a political position, voters are influenced by a multitude

of factors. Their views are frequently what lead them to choose that certain person.

Many factors that may impact voters' electorial choices were identified based on the

observations. Some variables have influenced or have the potential to alter voter rights. In some

circumstances, these elements are currently active in the Philippines for a variety of reasons,

including environmental, social, political, and even personal issues.

This study is being carried out in attempt to determine the elements that influence voters'

political or electoral choices, as well as how these factors affect some individuals. This also

determines whether there are major discrepancies amongst voters based on their age, gender, or

educational background.

Theoretical Framework

This study is supported by the following theories: Theory of Motivation, Public Relation

Theory, and Socialization Theory.

Motivation theory is the study of understanding what drives a person to work towards a

particular goal or outcome. It’s relevant to all of society but is especially important to business
and management. Theoriesitive bias is a systematic error in thinking that occurs when people are

processing and interpreting information in the world around them and affects the decisions and

judgments that they make (30 September, 2021), by Laura Sands.

It’s asserted that a satisfied need is not a motivator, and so once one set of needs has been

met, an individual is motivated to reach the next level of needs. A human’s innate desire to work

our way up the hierarchy means that it is the unsatisfied needs that motivate a person to pursue

satisfaction rather than the achievement of a set of needs.

The field of public relations has grown both academically and professionally over the last

forty years, and it is now a specialised communication discipline where the most widespread

understanding of public relations is primarily a strategic organizational function that nurtures

positive relationships with the public and stakeholders for organizations of all kinds: private,

public, non-profit, activist, and advocacy. (Chiara Valentini, Lee Edwards, October 3, 2019).

According to Stromback and Kiousis (2011), political public relations is a management

process which is done by an organization or individual with political purposes, through

communication and specific actions, to influence, build, and establish a mutually beneficial

relationship with the main public. The process is done to support the mission and achieve what is

expected. Stromback and Kiousis (2011) also proposed some functions of political public

relations, i.e., to explain and inform policy to the voters, populations, and various stakeholders;

make political parties or candidates who represent them understand an issue and oppose them;

win elections; influence public opinion and voter behavior; understand the ability of political

parties or candidates to stand alone; and memelajari competitor.

     Hyman (1959, 25) defined political socialization as an individual’s "learning of social

patterns corresponding to his societal position as mediated through various agencies of society."
It is a process of largely informal learning that almost everyone experiences throughout life as a

consequence of interactions with parents, family, friends, neighbours, peers, colleagues, and so

forth. Merelman (1986, 279; emphasis added) further describes political socialization as "the

process by which people acquire relatively enduring orientations toward politics in general and

toward their own political system." 

Conceptual Framework

The figure below presents the the schematic diagram of the conceptual framework. It is

composed of three variables which are the independent, dependent and intervening variables.

INDEPENDENT VARIABLE DEPENDENT VARIABLE

Factors Influencing Electoral Choices of

 Age
 Sex
 Educational
Status
Intervening variable

Figure 1.

Conceptual Paradigm showing the Significant differences between the Independent,

Dependent and Intervening variable.

made available to voters, as well as the dependent variable, which is their electoral decisions. It

also indicates the intervening variable, which is based on their age, gender, and level of

education.

Statement of the Problem

This study aims to identify the factors influencing the electoral choices of voters.

Specifically, this study sought to answer the following questions.

1. What are the most common factors influencing the electoral choices of voters?

2. How does these factors influences the electoral choices of voters?

3. Is there a significant difference in the factors influencing the electoral choices when voters are

group according to:

A. Age

B. Sex

C. Educational Status

Hypotheses

This study is guided by the following null hypotheses.

Ho 1. There is no significant difference in the factors influencing electoral choices when voters

are grouped according to:

A. Age

B. Sex

C. Educational Status
Ho 2. There is a significant difference in the factors influencing electoral choices when voters are

grouped according to:

A. Age

B. Sex

C. Educational Status

Significance of the Study

This study is beneficial to the following:

For the National and Local Government

The findings of the study will give baseline data to the national and local governments

regarding what the factors are influencing the electoral choices of voters. The insight will also

provide additional information on how these factors influence voters in regards to their choices,

decision-making, and rational thinking. In addition, it can give the government awareness of

whether these factors are risky to acquire from the voters because of their sensitivity and the

effect they have on the economy and politics.

For the citizens

This study will give citizens awareness of different factors and how these factors affect the

electoral choices of voters, the economy, and politics.

For the Voters

The findings of the study will be able to help voters become enlightened about the factors

which influence and shape their choices. This is also to know the significant difference when the

voters are grouped according to their age, sex, and educational status.
For Other Researchers

The study's findings can help other researchers who want to conduct a similar study with

different variables.

Scope and Delimitations

This study aims to identify the factors influencing the electoral choices of voters in

Zamboanga City. And the significant difference in factors when voters are grouped according to

age, sex, and educational status. This study specifically covers the respondents, who were 40

voters/citizens from Zamboanga City. This was conducted during the first semester of the

academic year 2021-2022.   

Operational Definition of Terms

To ease out difficulty of communication, the following terms are defined operationally:

City proper. This is the distance of the Barangays from the city hall.

Factors. This refers to the factors influencing the electoral choices of voters.

Public Relations. This refers to the running candidate in a position to create a solid relationship

with the public that may influence

Voters' socialization. This refers to which politicians interact with the voters and propose

certain campaigns.

Voters. A person that plays an important role in the election by making decisions.

Motivation. Where voters are motivated by others or some certain candidate.

objectives and influence voters.

Electoral choices. These are the final decisions of the following voters.

Candidate background. This is a factor that may influence the voters to choose them.

Popularity is one factor that can influence many people.

 
 CHAPTER II

REVIEW OF RELATED LITERATURE

This chapter presents studies and literature about the factors influencing electoral choices of

voters. This is an essential part of the study in order to provide rich information on what has been

studied and implemented in other countries and in the local-based context.

The following literature were analyzed and it revealed the common factors influencing

electoral choices of voters, how these can influence them, and the significant differences when

voters are grouped according to age, sex, and educational status.

Study.com defines a voter's background as having the largest influence on that voter's

decision. Voter background means the voter's social identity, such as economic class, ethnicity,

gender, race and religious preference. Often, a candidate will purposely gear campaign messages

to particular voters, using a theme that conveys sameness. This sameness can be based on the

general background, appearance or even the personality of the candidate. However, sometimes

voters identify with a candidate even without that candidate purposely catering to commonality.

Either way, voters tend to vote for the candidate that seems most like them.

In making political decisions, voters rely on informational shortcuts and heuristics (Lodge and

Stroh, 1993; Lupia and McCubbins, 1998; Popkin, 1994). Candidate characteristics are

particularly effective heuristics because, in comparison to complex policy viewpoints, they are

very easy to analyze (Kinder, 1986). Candidate features "provide an enticing shortcut for citizens

to judge candidates on their performance without having to commit significant time and energy

in following public affairs or exposing candidate concerns," according to the authors (Funk,

1996, 97). Voters use candidate attributes as a low-cost technique to learn more about the

candidates and make voting decisions easier (Funk, 1999; Kinder et al., 1980; Miller,
Wattenberg, and Melanchuk, 1986; Popkin, 1994; Rahn, Aldrich, Borgida, and Sullivan, 1990).

This form of assessment is simple to carry out, and many people do it on a regular basis.

According to political scientist Wendy Rahn and her colleagues (1990), voters' perceptions of

candidates' qualities are similar to their appraisals of persons they meet in their daily lives.

The assumption that campaigns don't matter originated primarily as a result of data published

in presidential election studies. The classic early studies of voting behavior by Lazarsfeld and his

colleagues (Lazarsfeld et al. 1944, Berelson et al. 1954) concluded that presidential campaigns

had little impact on voting decisions, which were determined by real-life experiences between

elections and enduring loyalty to parties and other social groups. A later study found that so-

called fundamentals including the status of the economy, the distribution of partisans in the

electorate, and ideological locations of the candidates may predict presidential election outcomes

with a high degree of accuracy. Later study found that so-called fundamentals including the

status of the economy, the distribution of partisans in the electorate, and the ideological positions

of the candidates could accurately predict presidential election outcomes before the campaigns

even began (e.g., Tufte 1978, Rosenstone 1983, Lewis-Beck & Rice 1992, Lewis-Beck &

Stegmaier 2014). Indeed, models based on such underlying factors may be more accurate than

campaign polls (Gelman & King 1993). Such findings called into question the significance of the

strategies, events, debates, speeches, commercials, and gaffes that captivate news reporters

during presidential elections and are afterwards dissected by researchers looking for explanations

for specific election outcomes. Campaigns are irrelevant if only the basics are important.

Lawless (2004), Atkeson (2003), and Koch (1997) emphasized the impact of gender on

political participation. They pointed out that the political participation of females has always

been less than males. This was due to many reasons, such as women’s political alienation and
their belief that their ability to make a political change is still weak, etc. Pyeatt and Yanus (2018)

concluded that these reasons reflected the low and limited participation of women in political

issues, political parties, and civil organizations. This, in turn, affected women’s political

aspirations and supported their sense of marginalization and lack of equality with men.

Homana (2018) and Oliver (2016) indicated the impact of age on political participation. The

ratio of participation varied among different age groups, such as young, adults and older people.

The low voter turnout was among the young group, especially university students. The

reluctance of students to participate was attributed to their lack of interest in political issues and

their poor involvement in community activities. In addition, their aversion to the activities of the

parties. Most important, young people did not see any role or tangible achievement of the elected

councils. In the USA, the participation of the youth in elections is very low. The USA

estrangement about engagement in electoral campaigns and community participation. Brooker

(2013) concluded that in Australia, the ratio of youth participation in voting was low.

Political participation is the knowledge and behavior involved in political activities

(Bernstein, 2005, p. 299). In addition, political participation is a voluntary activity in which the

individual participates in the selection of rulers and formulates public policies, directly or

indirectly. This means that the engagement of the individual at the different levels of the political

system is a must. Moreover, political participation is a legitimate right for all citizens; their

choice of the members of the government and the decision makers would influence their actions

(Verba and Nie, 1978, p. 1).

In the light of democratization, especially in many developing countries, political

participation forms have expanded and diversified to include voting, participating in campaigns,

community participation, and expressing opinions on social issues (Childs, 2004, p. 422).
Participation witnessed further expansion, as some studies have pointed out: Street protest,

involvement in institutional policies, participating in social movements (Roth and Saunders,

2019, p. 572), and engagement in political debates (Bernstein, 2005, p. 299).

Political participation in Jordan is the practice of citizens' right to influence political decisions

by running for elected councils such as the chamber of deputies, the Council of Trade Unions,

the municipal councils and administrative bodies in civil society organizations, as well as voting

in elections, whether they are parliamentary or local elections. Therefore, the present study

focuses on the voting of students of Jordanian universities.

As its name implies, vote buying is often defined in the literature as a direct market

transaction where voters provide their vote in return for money or gifts (Guardado and

Wantchekon, 2014). Brusco and her collaborators (2004: 67), for instance, define vote buying

"as the proffering to voters of cash or (more commonly) minor consumption goods by political

parties, in office or in opposition, in exchange for the recipient’s vote." In a similar vein, Finan

and Schechter (2012: 864) view vote buying as "[offered] goods to specific individuals before an

election in exchange for their votes." Given that vote buyers often don’t explicitly demand a vote

in exchange for their payment, Aspinall and Sukmajati (2016: 20) slightly modify the definition

as "the systematic distribution of cash payments and/or goods to voters in the few days leading

up to the election with the implicit expectation that recipients will repay with their vote."

Similarly, Kramon (2009: 4) defines vote buying as "the distribution of particularistic or private

material benefits with the expectation of political support." All of these definitions assume that

paying boosts voter turnout and/or the vote share of the paying candidate or party (Guardado and

Wantchekon, 2014:2).
 Vote-buying, even broadly defined, is distinct from negative inducements (e.g., pressure or

threats) by the authorities or political factions to prevent voters from supporting political

opponents, which are also relatively common.  For example, while positive vote-buying had been

observed in Georgia in the past, most reported inducements by officials or others during the

parliamentary elections in 2008 were of a negative nature.

(Chadwick, 2006; Davis, 2010; Gulati, 2004; Tsai and Men, 2017). With the development of

the Internet, the usage of social network sites has increased considerably. Social network sites

have rapidly become one of the main media channels for all types of campaigns and have

gradually become an alternative tool for marketing and service delivery. During the 2008 United

States presidential election, Barack Obama’s election team used social network sites to

effectively recruit thousands of volunteers (Dickinson, 2008). In the 2016 United States

presidential election, Donald Trump widely used social network sites to create political issues

during his election campaigns (Enli, 2017; Ott, 2017). Furthermore, political consulting firms,

such as Cambridge Analytica, have been influencing voters’ involvement, attitudes, and

confidence through social network sites by using behavioural microtargeting techniques (Persily,

2017; Ward, 2018).

Scott Piroth, a Ph.D. candidate at American University in Washington, D.C. The imagined

ideal citizen in a democracy is informed about the issues of the day, closely follows the positions

that candidates take on those issues, and weighs those positions when deciding for whom to vote.

In an electorate filled with such citizens, the candidates’ positions on important social issues

would be a critical determinant of election outcomes. Furthermore, citizens would consider

whether an issue was something that was truly in the domain of presidential action. For example,

the importance of the economy as an issue would be tempered by the understanding that the
economy is far too complex for a president to manage, and that business cycles will occur

regardless of the actions of the president.

When political scientists began using large-scale national surveys to study political attitudes

and voting behavior in the 1950s, what they actually discovered about voters was that many

lacked even a minimal level of knowledge about political issues. Furthermore, there was little

evidence that a voter’s position on issues, as measured by survey questions, influenced the

voter’s choice of candidates (Campbell, Converse, Miller, and Stokes 1960). Many voters

seemed to have no opinions whatsoever regarding prominent national figures.

Voters also judge candidates by their personal characteristics. Included among the relevant

characteristics are such things as the experience, honesty, morality, compassion, competence,

and leadership ability of the candidates (Miller and Shanks 1996, 416; Page 1978, 232-265).

Apart from how they see the candidates on the issues, voters form images of the personal

qualities and abilities of the candidates, and these perceptions are important influences on the

vote. One important aspect of personal character is the perceived honesty and trustworthiness of

the candidates—what might be termed an integrity dimension. Another important dimension,

which might be termed competence, involves the experience and knowledge of the candidates. In

particular, voters are hardly likely to vote for someone who they feel lacks the experience and

ability to handle the job of president. A third important dimension involves the leadership ability

of the candidates. Those who are perceived as strong and inspiring leaders are much more likely

to be preferred by the voters. Finally, there is a compassion dimension; voters favor candidates

whom they see as concerned and caring. The importance of these four dimensions of personal

traits may vary; perhaps one or more of the dimensions will have little effect in any given

election (Miller and Shanks 1996, 425-427).

presidential election. Republicans attacked Kerry for being inconsistent on the issues (calling

him a "flip-flopper"). Democrats claimed that Bush failed to be honest with the American public

about Iraq. Both candidates attempted to present themselves as strong and trustworthy leaders. It

is not surprising that candidate character received considerable attention in the 2004 presidential

election. Many analyses of recent presidential elections have focused on the significance of these

candidate characteristics, such as honesty in 1976, competence in 1980, leadership in 1984,

patriotism in 1988, trustworthiness in 1992 and 1996, and integrity and leadership ability in

2000. Voters seem to regard their vote for president as a very personal one, and they consider the

character of the candidates seriously. Moreover, candidates have often focused on such traits

when they felt that it would be advantageous to do so. The dataset contains a number of

measures of respondent evaluations of candidate personal characteristics, allowing us to examine

the influence of these factors in 2004.

In a new article by David Cutts, Edward Fieldhouse, Bettina Rottweiler and myself, we test

the impact of electoral context using the principle of what we call popularity equilibrium. The

idea behind this is straightforward – campaigns will tend to deliver more electoral benefits where

parties are not unusually popular or unpopular. If parties are unusually unpopular, the impact of

their campaigns is less likely to be decisive (since voters will be less receptive) and equally, for

more popular parties,  the campaign is less likely to impact on voters’ decisions, since they will

already have decided to vote for them.

The idea that the success of media personae in attracting audiences and maintaining their

loyalty depends on the creation of pseudo-friendships, known as para-social relationships, has

been a mainstay of mass media research for more than half a century (Horton & Wohl, 1956).
Research has uncovered many of the factors that contribute to the creation of para-social

relationships (see Liebers & Schramm, 2019 for a review), has studied the dynamics of these

relationships (e.g., Osterman & Hecmanczuk, 2019) and established their social influence

(e.g., Young et al., 2013; see Tukachinsky et al., 2020). In all, this research has shown that para-

social relationships tend to form and develop much like social relationships, though with less

intensity (Cohen, 2014). Our para-social partners feel like friends and, like our non-media

friends, can influence us (Brown & Basil, 2010).

While the notion of para-social relationships has been examined in the political realm, most

previous research has focused on the political relevance of para-social relations with media

personas such as celebrities (Centeno, 2015) or talk-radio hosts (Hofstetter & Gianos, 1997). In

the past decades, several scholars have expanded the scope of para-social relationship research

into audience relationships with politicians and conceptualized citizens’ feelings of closeness and

pseudo-friendships with politicians as similar to real-life relationships (Gabriel et al., 2018).

These scholars have examined the effects of modes of candidates’ communication (e.g., Twitter

vs. TV: Lee, 2013; interactive vs. non-interactive blog: Thorson & Rodgers, 2006; Facebook vs.

Web: Dunn & Nisbett, 2014) on audience para-social relationships with these candidates.

Homana (2018), Pyeatt and Yanus (2018), Solt (2008), Atkeson (2003), Lawless and Fox

(2001), Koch (1997), Brady et al. (1995), Cohen and Dawson (1993) discussed the factors

affecting political participation. They concluded that the social and economic factors such as

(gender, age, education, place of residence, family, tribal affiliation, unemployment, income,

poverty, economic growth, social relationships, and regional affiliation) affected political

participation, especially voting in elections. In addition, they pointed out that there were some
political factors that affected voting in elections, such as the constitutional right to vote, the

performance of the elected councils and candidates, political trust, party activities, etc.

The present study focuses on four factors: gender, age, family income, and regional

affiliation. The reasons for that choice are represented in: Samer (2017), Atiyat (2017),

Dababneh (2012), Nahar (2012), Nahar and Humaidan (2013), and Tillian (2011), emphasizing

that these factors were the most important social and economic factors affecting political

participation.

Jordanian Elections Law No. (6) of 2016 does not discriminate in voting between males and

females (gender), young and old people (age), rich and poor (income), Jordanians and

Palestinians who have been granted Jordanian nationality (regional affiliation). The law allows

all males and females over 18 years old to vote in elections (Article 3). Moreover, the law

determines a quota of 15 seats for women in Parliament (Article 8). In addition, it does not

discriminate between Jordanians and Jordanians of Palestinian origin (Palestinian refugees who

were granted the Jordanian nationality in 1947 or 1967), where the law gave them the right to

vote without discrimination (Article 3).

Female political participation in most societies is lower than that of males, not only in

developing but also in developed countries. Fitzgerald (2013) and Taft (2014) point out that

women in American society are less engaged in politics than men. Similarly, in Britain, there is a

gender gap in political participation. Men vote more than females (Childs, 2004, p. 422). Koch

(1997) and Verba et al. (1997) attributed this to females' lack of political interest. Moreover,

women believe that they do not have the ability to make political changes, and their participation

would make no change in society. In addition, the high unemployment rate among women makes

them reluctant to vote in elections (Roth and Saunders, 2019, p. 574). Moreover, the electoral
system of the country affects the political participation of women. As the participation of females

in voting in the electoral list system was high, which led to a reduction in the gender gap

between males and females voting in the elections (Beauregard, 2014, p. 617).

Atkeson (2003) indicated that the greater the involvement of women in the public sector, the

more barriers to their political participation are broken. In Sweden, women’s political

participation increased as a result of women’s engagement in the public sphere and

demonstrations at a rate of 5.5 percent, contrary to the United Kingdom, where women’s

participation rate in demonstrations was 1.9 percent (Roth and Saunders, 2019, p. 572).

Moreover, some studies link democracy and active political participation, such as voting,

participating in campaigning, and citizen protests. It concluded that democracy depends on

political participation (Leigh, 2018, p. 7).

It can be concluded that the marginalization of women in the past, and the denial of their right to

vote for political and social reasons, made women feel alienated within society, and they were

unequal to men. This, in turn, made women lose interest in political issues, events, and party

activities. Although the democratic transition in many developing countries and the legislative

amendments, which granted more rights and freedom for women’s participation in politics, there

was still a gender gap stemming from the differences in voting between males and females as

well as the low voting turnout of women in elections. Based on the above.

Some studies conclude that the age difference between individuals influences political

participation, owing to the high ratio of political participation among young and old people

(Pyeatt and Yanus, 2018, p. 189). Another study claimed that there is a reluctance among young

people to vote, join political parties, or contribute to political campaigns (Homana, 2018, p. 40).

Since 1972, voter turnout in the United States has been declining, particularly in presidential
elections. This trend continued until the national elections in 2012, when the ratio of youth

voting (ages 19-24 years old) was 41 percent, and they were hesitant to participate in election

campaigns.

Education, according to Lumencandela, is the most important socioeconomic factor

influencing voter turnout. The more educated a person is, the more likely it is that he or she will

vote. Studies show that this is true, even after controlling for other factors associated with

education level, such as income and social class. Education has the greatest impact on

participation because it provides people with a foundational understanding of how the political

system works and how the act of voting relates to the realities of their lives. People who are

educated develop the skills necessary to follow and comprehend national and international events

through the media. They will most likely form opinions.

The main concern of the researchers in this study is to identify in detail the factors influencing

voters to conclude their choices. The related literature and studies presented above were similar

because they focus on the main target of recognizing the existence of these factors. On the other

hand, the areas being studied by the researchers were only limited to some barangays, which is

the focus of the study. Most of the authors have shown the results of the common factors and

how these factors influence the electoral choices of voters. Furthermore, it was also emphasized

that the area where voters were settling correlated with their decisions and also their needs. Thus,

in order to successfully cover the growing population of voters in different areas, good

coordination between national and local governments is needed, as well as other organizations

providing relevant information to the voters. This can also help with their decision-making, not

just for the particular voters but also for the government to choose a dedicated candidate for the
sake of the country and for the people. The effects, factors, and issues stated above were also

observed by the researchers in the local setting.

CHAPTER III

RESEARCH METHODOLOGY

This chapter presents the following methods used in this study. This includes description of

research design, research locale, population and sampling, ethical consideration, reliability and

validity, data gathering procedure and statistical tool analysis.

Research Design

This study is a quantitative research design that employs descriptive and correlational design.

The study utilized these methods in order to determine the factors influencing the electoral

choices of voters.

Bhat (2019) defines a descriptive research design as one that provides descriptions of the

characteristics of the population or phenomenon under study. It concentrates on the "whatness"

of the study while highlighting the demographic component of the issue without resolving the

question "why?" It is also known as an observational research method because none of the

variables involved may be altered in any manner.

Furthermore, it was claimed that the research topic may include two or more variables in

order to establish their correlations. Furthermore, the researchers employed a correlational

strategy to ascertain the co-variable association between variables. The major goal of this design
is to identify the variables and their relationships in order to forecast another variable based on

the present variable, as well as to expose any probable cause-effect relationship (Picciano, n.d.).

Research Locale

This study was specifically conducted in the following barangays: Barangay Baliwasan,

Barangay San Roque, Barangay San Jose Gusu, and Barangay Zone I in Zamboanga City.

Barangay Baliwasan

Baliwasan is located on the east coast, near San Jose Gusu, and the distance between this

barangay and the city proper is 2 km. Its population, as determined by the 2020 census, was

17,932. This represents 1.83% of the total population of Zamboanga City. Where Ice Plan and

2GO Campany are located, Baliwasan is also famous for its street food because there is a lot of

delicious food. Angayangay Pasonanca.

Barangay San Jose Gusu

Barangay San Jose Gusu is located on the west coast, 3.20 kilometers away from the city

proper. It is also bounded by Barangay San Roque on the north, Campo Islam on the south,

Baliwasan on the east, and Bagong Calarian on the west. San Jose Gusu is a barangay in

Zamboanga City. Its population, as determined by the 2020 Census, was 16,260. This

represented 1.66% of the total population of Zamboanga City.

Barangay San Roque

Barangay San Roque is located on the West Coast, 6 kilometers from City Hall. Its

population, as determined by the 2020 Census, was 28,829. This represented 2.95% of the total
population of Zamboanga City. The people of San Roque are also known to hold their own

festival, known as the Patron Saint, on August 16th.

Barangay Zone I

Barangay Zone 1 is located 0.55 kilometers from the city proper of Zamboanga City. It has

historically been known as Magay since the 18th century. The city has six buildings within this

market place, and they are all rented to the public. The famous institutions within this barangay

are: Zamboanga City Jail, Bishop’s Palace, Brent Hospital, Carmelite Monastery, and PC

Headquarters, now Camp Batalla. Its population, according to the 2015 census, was 4,112.

Population and Sampling

The target population of this study is the registered voters from 4 barangays in Zamboanga

City: San Jose Gusu, Baliwasan, Zone 1 and San Roque. The researchers utilized two sampling

methods, which are stratified sampling and the purposive sampling method. 

Table 1.

Distribution of the Respondents by Barangay

Barangay Population

San Jose Gusu 20

San Roque 20

Zone 1 20

Baliwasan 20

Total Population 80
 

As shown in the statistics table, the method of sampling we used is stratified sampling from a

population that can be partitioned into subpopulations. When in statistical surveys, when

subpopulations within an overall population vary, it could be advantageous to sample each

subpopulation independently. 

On the other hand, this registered voters from four barangays of San Roque, San Jose, Zone 1

and Baliwasan, where surveys are being conducted. There are 20 individuals from each

barangay, ranging from 18 years old up to 35 years old. They are randomly selected individuals

to prevent any bias from the researchers. Purposive sampling, also known as judgemental,

selective or subjective sampling, is a form of non-probability sampling in which researchers rely

on their own judgement when choosing members of the population to participate in their surveys.

Researchers use purposive sampling when they want to access a particular subset of people,

as all participants in a survey are selected because they fit a particular profile. 

Purposive sampling is when researchers thoroughly think through how they will establish a

sample population, even if it is not statistically representative of the greater population at hand.

In contrast, random sampling is used to choose respondents in an unbiased way. Therefore, the

representative of the total population will be guaranteed equal chances of being selected

(Crossman, 2014). The researchers have used this method after getting the total population of

voters registered in their respective community. 

The target population of this study is the registered voters in Barangay Baliwasan, Barangay

San Roque, Barangay San Jose Gusu, and Barangay Zone I. The researchers used three sampling

methods: purposive, stratified, and random sampling.

The researchers have identified the common factor that influences the electoral choices of

voters. This study used questioners that were made by the researcher. The first part consists of

two parts. The first part solicits personal information such as age, sex, education, status, and

barangay where the respondents are set. Meanwhile, the second part is composed of 21

constructs divided into four categories, which are identified as the personal background,

campaign, socialization, and educational impact on voters' choices. The first category has six

statements, while the remaining categories have five statements each regarding the influence of

these factors accessed by the voter. It uses a four-point scale, with the following implications: 1

means not very influential, 2 means not at all, 3 means very influential, and 4 means very

influential.

Validity and Reliability

Saul McLeod, updated in 2018 A questionnaire is a research instrument consisting of a series

of questions for the purpose of gathering information from respondents. Questionnaires can be

thought of as a kind of written interview. In this study, a self-made questionnaire survey is the

research tool for this study. For remarks and suggestions, it was referred to the adviser. The

questionnaire was then presented to an expert panel that evaluated each item in terms of

significance and suitability. There were three expert panel members who were preferably

composed of doctorate degree holders. A validation form was given to the validators, indicating

their agreement or disagreement with each item. They were also asked to write their suggestions,

in the same form, in the space provided. In modifying the instrument, the researchers

incorporated validator remarks and suggestions.

Ethical Consideration
 Ethical consideration is a set of principles and values that should be observed when dealing

with human concerns. (Bhasin, Hiteesh) The researchers received informed permission in

accordance with the Research Ethics Protocol. Informed consent entails researchers providing

sufficient information and assurances about participating in order for individuals to understand

the implications of participation and to make a fully informed, considered, and freely given

decision about whether or not to participate prior to the study, without the use of any pressure or

coercion. The respondent's privacy, adequate level of confidentiality, and individual anonymity

are all fully protected. Any communication about the study must be done with honesty and

transparency. The presence of the respondent's inconvenient is well accompanied by the

researchers, who are classified for their freedom as well as their right to know the study's

outcomes.

Data Gathering Procedure

The researcher seeks permission from the principal of Baliwasan Senior High School to perform

data collection outside of the school. The researchers then obtained permission from the heads of

the various barangays (Baliwasan, San Jose Gusu, and San Roque) to survey the community to

determine the elements that influence their election choices. The researchers also requested

permission to conduct a poll within the community boundaries. For approval, the letter was

personally delivered to the heads of the respective barangays. Following the receipt of the

permit, the researchers immediately began revising the study questionnaire instrument, which

had already been validated by certain specialists in the field. The researchers created and sent a

checklist questioner, which was then evaluated by a topic professor. The researcher employed

survey research because of its advantages. The researchers explain and clarify some topics to the

responders. Researchers invite respondents to answer it honestly as the study’s subject. The goal
of the study for the researcher is to determine the voters’ election options. The researchers

gathered and tallied the data after the respondents completed the questionnaire. To interpret the

data, an appropriate statistical analysis must be applied. The researcher concludes and makes

recommendations for the study based on the facts. Voters’ electoral choices would be based on

the outcome. 

Statistical Tool

This study used the following statistical measures in order to compute the data:

The Frequency Count was used to determine the number of registered voters who may be

impacted by the various factors. Rate is a synonym for frequency count. In statistics, a frequency

distribution is a graph or data set that shows the probability of occurrence of each conceivable

outcome of a repeating event recorded multiple times (Britannica, William L. Hosch 2009). The

various factors were found in four different barangays in this study to also determine the number

of registered voters influenced by the factors in their electoral choices.

The Test of Significant Difference (T-test) was used to evaluate whether there is a significant

difference in the factors influencing voters' election choices when they are divided into three

groups based on their age, gender, and educational status. Each person will be assigned to only

one group. Because it divides groups depending on specific traits that respondents possess, the

independent variable is also known as an attribute independent variable (Lund & Lund, 2018).

Voters were gathered as a group of respondents in this study, but they were also split based on

their physical traits, age, and educational level/status.

The analysis of variance (ANOVA) was used to find and use the significant differences

among the factors influencing voters. ANOVA is a statistical technique used to determine if the
means of two or more groups are significantly different from one another. ANOVA compares the

means of different samples to determine the impact of one or more factors. Gurchetan Singh, 15

January 2018. It was said that one-way ANOVA separates individuals and divides them into

groups depending on an independent variable. The voters, who came from four consecutive

barangays, were divided into groups according on their age, gender, and educational standing in

order to exploit the factors influencing their election decisions.