Date of Award

Summer 2002

Document Type


Degree Name

Doctor of Business Administration (DBA)



First Advisor

C. R. Huston


This study was proposed to examine if there existed significant differences in voters' party identification and voting behavior due to gender, race, age, income, education and personal values.

The sample was chosen from eligible voters in Florida. Of the 1500 questionnaires managed, 161 were identified as useable. The sample was representative of the results of 2000 presidential election in Florida with respect to voters' gender, race, income, and voting choice by party identification. Statistical techniques used were ANOVAs, Chi-square statistics, factor analysis, and logistic regression.

This study demonstrates how personal values may be associated with demographic characteristics to create a new market segmentation tool for investigating differences and similarities in both party identification and voting behavior. It supplies confirmation of the interrelationships among demographic characteristics, party identification, and voting behavior, as well as theoretical concept and empirical evidence of personal values in marketing research. Results indicate that personal values are far more likely than demographic characteristics to predict party identification and voting behavior.