Author: Ng, K. C. Alsion
Title: Marketing of higher education in Hong Kong using conjoint analysis
Degree: M.B.A.
Year: 1998
Subject: Education, Higher -- China -- Hong Kong -- Marketing
Continuing education -- China -- Hong Kong -- Marketing
Universities and colleges -- China -- Hong Kong
Conjoint analysis (Marketing) -- China -- Hong Kong
Hong Kong Polytechnic University -- Dissertations
Department: Department of Management
Pages: iii, 70, [12] leaves : ill. ; 30 cm
Language: English
Abstract: This is a marketing research using Conjoint Analysis to find out the comparative preference on universities by students in Hong Kong in choosing their universities for further studies. We characterize a university by 4 features: (i) Distance from City Centre; (ii) Academic and Social Reputation; (iii) the Facilities; and (iv) the Course Suitability. Of course, we could include other features related to the university that are concerned by students. Inclusion of more features of concern and issues will make the research more complicated and difficult to understand by our readers. We therefore confined our study to the above 4 area. These 4 area are very typical area that of concerned by students in Hong Kong in choosing their universities. Our research indicate that the feature "Course Suitability" is the greatest concern of students in choosing universities, occupying 52.4% of the total consideration (or total utility) in the decision of choosing a university. The second most important factor that students will consider is the 'Academic and Social Reputation' of the university, which takes up 27. 2% of the total utility in the decision . 'Facilities' take the third place of 17.2%. 'Location from City Centre' takes up only 3.4%, which reflects that location of the university is not a major consideration of the students in Hong Kong in choosing the university. This finding is consistent with the previous research carried out in UK in 1981, which also indicated that suitability of course is the most important consideration of the students in choosing a university for further study. As Course Suitability is the major concern of students in Hong Kong in choosing a university for further study, it would be wise for the management of universities to identify and develop new courses, or to modify the existing courses or programs to meet the current or future needs of the students in Hong Kong. As far as I know, this is the first research project in Hong Kong to explore the marketing aspect of university education. I hope the outcome of this research will induce more students and researchers to carry out studies in the same area. At the same time, I hope the universities in Hong Kong can make use of the finding of this research to make strategic decision to improve their attractiveness to potential students.

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