A POLITICAL STRATEGIST: RODRIGO DUTERTES UNCONVENTIONAL

ASCENT TO THE PRESIDENCY

Abstract

Keywords:

INTRODUCTION

PURPOSE OF THE STUDY

The main purpose of this qualitative case study is to discover the campaign strategies in
the ascent to the presidency of President Rodrigo Roa Duterte in the Philippines.

RESEARCH QUESTIONS
1. What are the significant accomplishments of Duterte that brought him to the presidency?
2. What are the campaign strategies employed by Duterte team during his campaign period?
3. What are the lessons learned on the winning strategies of President Duterte?

METHODOLOGY
This study is a qualitative case study. To ensure that we followed the standards in using a
qualitative method in our inquiries, we explained the details of how we conducted the study from
the Research Design down to the Ethical Considerations.

Research Design
This study employed the qualitative case study method. Case studies are generally utilized
among qualitative researchers because of their unequivocal concentrate on setting and dynamic
interactions, often over time (Marshall, Rossman, 2014). According to Debout (2016), a qualitative
case study is a research method which empowers an unpredictable wonder to be investigated
through the recognizable proof of various variables connecting with each other. It is a holistic
inquiry that investigates a contemporary phenomenon within its natural setting. A phenomenon
can be in many different things: a program, an event, an activity, a problem or an individual
(Harling, 2012). As such, case studies provide an opportunity for the researcher to gain a deep
holistic view of the research problem, and may facilitate describing, understanding and explaining
a research problem or situation (Baxter & Jack, 2008 as cited by Baskarada, 2014). In this study,
the phenomenon that was explained and explored was the campaign strategies employed by
Rodrigo Duterte in his ascent to the presidency during 2016 presidential election in the Philippines.
How he won in the election was very unconventional so expert opinion from political analysts
through a Key Informant Interview (KII) was sought and a series of emails from the like were also
done to validate our researches.

Participant
The participants of this qualitative case study were the Political Scientists and Analysts
actively involved in the academe as well as those Lawyers with Baccalaureate Degree in Political
Science employed in the legal department in the Philippines. This includes recognizable proof and
determination of people or gathering of people that are capable and very much educated with a
marvel of intrigue (Etikan, 2016). They were selected and included in our criteria because we
believe they make systematic inquiries into political phenomena and attempts to solve the problem
such account of facts present (Nebris, 2007). Excluded are those politicians in the government
service as they may be biased in giving their opinions.

Sampling
Purposive sampling was used in the study. The purposive sampling technique, also called
judgment sampling, is the deliberate choice of a participant due to the qualities the participant
possesses (Etikan, Musa & Alkassim, 2016). According to Ritchie, Lewis, Nicholls, Ormston
(2013), members are chosen with a purpose to represent a type in relation to key criterion that is
to guarantee that inside each of the key criteria, enough diversity is included with the goal that the
effect of the trademark concerned can be investigated. Sample units are picked in light of the fact
that they have specific components and attributes which will empower itemized investigation and
comprehension of the focal subjects and inquiries which the researcher wishes to consider
(Bryman, 2012, cited by Ritchie, Lewis, Nicholls, Ormston 2013). There were five (5) participants
considered in the KII, the concept of saturation was the guiding principle considered (Mason,
2010).

Data Collection
Data were gathered through Key Informant Interview (KII). Since participants are actively
involved in their field of endeavors, an invitation letter was first sent to seek their approval and
arrangement had been made as to the date of interview. Interview was tape recorded, transcribed
and translated. Using KII in the process was appropriate because the purpose is to explore the
subject in depth (Kinchin, Streatfield, Hay, 2010) and they are only few in the society who have
the knowledge, experience and can provide insights in relating to the phenomenon being studied.

Analysis and Interpretation of Data

Qualitative case study analysis involves direct interpretation of sourced data as cited by
Baxter (2008). The researchers listened to the narration given by the participants and at the same
time recorded the actual interview process for tracking down then interpreted the data using
thematic analysis. The information gathered through Key Informant Interview (KII) were
translated, transcribed and interpreted. These data gathered was grouped using thematic analysis.
Assigning of codes or themes to an arrangement of field notes, interviews, transcripts, or
documents (Miles, Huberman & Saldana, 2013) was done for dependability of data.

Role of the Researcher

Our role as researchers was to ensure that we adhered to the protocols of conducting
qualitative research by following the methodology. We made sure participants passed the
inclusion criteria. As researchers, we acted the roles of interviewers, translators, transcribers,
analysts, interpreters and writers.

Trustworthiness
Trustworthiness was described for the main qualitative content analysis phases from data
collection in reporting the results. The trustworthiness of qualitative content analysis is often
presented by using terms such as credibility, dependability, confirmability/ conformability,
transferability, (Elo, 2014; Houghton, Casey, Shaw & Murphy, 2013) and authenticity (Elo, 2014).
The aim of trustworthiness in a qualitative inquiry is to support the argument that the inquirys
findings are worth paying attention to (Lincoln & Guba,1985 as cited by Elo, 2014). We ensured
that the right persons were asked in our study.
As to credibility, we ensured that the participants in our research are identified and
described accurately (Elo, 2014). The participants possessed the knowledge, expertise and
experience required in our study. We ensured that we asked the right questions through our
interview guide questions prepared prior at hand.
Dependability refers to the stability of data over time and under different conditions (Elo,
2014). The consistency of the findings of the data was being promoted by coding a set of data and
then meet together to come to consensus on the emerging categories. We enhanced our discussions
with related studies and reports.
According to Elo (2014), conformability refers to the objectivity, that is, the potential for
congruence between two or more independent people about the datas accuracy, relevance, or
meaning. As to confirmability, we kept a raw data and made an audit trail.
Transferability refers to the potential for extrapolation. It relies on the reasoning that
findings can be generalized or transferred to other settings or groups. Since, the phenomenon just
happened recently, we believed that there is no other study relating to our study online. This study
can be a good source of materials in future studies in the Philippines.
Authenticity refers to the extent to which researchers, fairly and faithfully, show a range of
realities (Polit & Beck, 2012). As to authenticity of this study, we conducted an actual interview
to our participants who possess the knowledge and expertise required with our study.

Ethical Considerations

It is important to consider what courses of action will be required for seeking for consent
from potential participants for their points of interest to be passed on to the research group (Ritchie,
2013). To ensure that we had the full consent of the participants, we sent in advance our consent
letter which included the title, objectives, benefits, risks and confidentiality of the study. In
adhering to confidentiality, we used codes (Miles, 2013) in encoding their names to protect the
participants privacy and identity. They were also informed that they have the discretion not to
answer questions which they considered involving sensitive issues. As expected since we
established a very respectful and honest environment, the interview went well.

RESULTS

DISCUSSION

IMPLICATION OF THE STUDY

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