The electoral perception analysis of the presidential candidates in Taiwan

Abstract

With the application of the “multidimensional scaling” to electoral consensus surveys, the analysis is more than crystal clear. The attributes are far easier explainable and understandable since each of them is transformed to two factor dimensions. Furthermore, the multidimensional scaling provides not only the attribute image of different candidates for analysis, but also the similarity among candidates from the electoral perception map. With this in mind, it cannot be overemphasized too much to support critical campaign decision-makings as whole.