Conjoint Analysis As Robust Measure Leadership Preferences Evidence From The Military Service

The study proves that conjoint analysis is a robust measure of preferences as it offers to be a promising technique in determining the leadership preferences in the military service. The process of conjoint analysis in this study employs both qualitative and quantitative methods. The qualitative result shows that the ideal military leadership style in Baguio City and in Benguet is authentic servant transformational and transactional leadership. The findings led to the construction of a data gathering tool for the quantitative method to determine the average importance utility weight that the respondents attach to their preferences on military leadership. Quantitative results reveal that the respondents give a higher degree of importance to military officers who carry out transformational transactional servant and authentic leadership in decreasing order of importance.