Leadership has been an active area of scientific research since the Second World War, with scholars developing different perspectives on antecedents, processes, and outcomes. Since the founding of the Malaysian Chinese Association (MCA) in 1949, the political party has been subjected to many leadership challenges and crises which have many a time threatened its unity and the interests of the party and members. Of interest will be the understanding of the attributes of leadership which the members would prefer. If these preferences of the members can be examined in the context of consumer/voter behaviour or decision in the electoral marketplace based on the contention that the leaders are products and services, we can bring marketing concepts and tools to the study of voter behaviour or decision (in elections) and so take a step towards an understanding of leadership while providing new evidence concerning MCA members' preferences for their President. Consumer behaviour theory can indeed be applied to voter behaviour in the electoral context. / One of the marketing tools available for this purpose is the use of conjoint analysis as a method for predicting choice of leadership, although it is considered exploratory and unprecedented as there are little or no attempts having been made to apply conjoint analysis for such study. Since the mid-1970s, conjoint analysis has been used as a method to realistically simulate consumer decisions in the context of trade-offs among multiple-attribute products and services in the product development and marketing domains. The reliability and validity of this method have been well documented in the literature. The application of conjoint analysis in the Leadership Studies domain will open up a new dimension of its robustness and dynamics as a method for predicting choice. / Consumer behaviour marketing has much to contribute to the broader interdisciplinary interest in politics and the functioning of the democratic process. This research was carried out in three stages: 1) to explore the leadership attributes model construct in a review of literature; 2) using a focus group study, to develop a final leadership attributes construct considered relevant, applicable and meaningful for the study of the members' preferences for their President; and 3) using web-based Adaptive Conjoint Analysis as a method for predicting choice, to operationalize the leadership attributes construct by subjecting them to voter behaviour (decision-making) during elections in the electoral marketplace. The results from the conjoint study show that Decisiveness, Vision, Openness, Inspirational Motivation, and Relational/Network are the top five attributes for the MCA members' preferences for their President whereas Charismatic (Idealized Influence), Intellectual (Basic Qualification), Communication Language Proficiency, Analytical, and Good Performance Record are the bottom five attributes for the preferences for the leadership. This is important because a significant part of political marketing is candidates and parties spending large amounts of money on targeting voters to influence their decisions as experienced by the MCA in the past especially during the leadership struggles. More importantly, the leadership struggles can be very costly and damaging to the interests of the party and its members if unchecked or moderated. The result of the research is not expected to be the solution to the leadership struggle but the implications for a new evidence of MCA members' preferences for the President as discussed may serve as guidance to the future leadership, as are directions for future research. / Thesis (DBA(DoctorateofBusinessAdministration))--University of South Australia, 2005.
| Identifer | oai:union.ndltd.org:ADTP/267309 |
| Creators | Loke, Yu. |
| Source Sets | Australiasian Digital Theses Program |
| Language | English |
| Detected Language | English |
| Rights | copyright under review |
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