PUBLiCUS Asia, Inc. Clarifies Further Questions on the Love and Care Index and Decisiveness Rating in PAHAYAG Poll (September 4, 2017 – 11:00 AM)

PUBLiCUS Asia, Inc. seeks to clarify further questions raised on the Love and Care Index and the Decisiveness Rating, two new metrics in PUBLiCUS’ own PAHAYAG poll.

From a technical/mathematical/statistical point of view, the word “index” is associated with an average of measurements or an aggregate of two or more different variables following a scientific/mathematical formula or theory. We want to make it clear that “The Love and Care Index” is a label coined by the firm. The variables for the Love and Care Index have already been used in PUBLiCUS’ two previous nationwide surveys conducted in 2009 and 2015, which measured Psychographics of Filipino Voters. The definition of the Love and Care and the questions asked to obtain the data were presented in the public launch of the PAHAYAG. These have also been published in an earlier press release.

In our analysis of the Decisiveness Rating, what we are reporting is the percentage of how pervasive Duterte’s name was in the minds of the respondents vis-à-vis the other 5 top government officials when asked about Decisiveness. We are not reporting the percentage of respondents who see each personality as decisive. When the respondent was asked to choose only one name who they believe is the most decisive top government official, majority of them mentioned Duterte as their top choice.

The survey on Decisiveness would have yielded different results if respondents were asked to rate how decisive or indecisive each of the government official was in their perception. That framing of a question on Decisiveness is appropriate for the interpretation of those who gave comments about this probe in PAHAYAG.

PUBLiCUS has also addressed other questions on Pahayag in earlier press releases, which can be accessed by clicking this link.