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ROLE OF INSTITUTIONAL RESEARCH IN IDENTIFYING FACTORS INFLUENCING UNIVERSITY CHOICE OF STUDENTS

ROLE OF INSTITUTIONAL RESEARCH IN IDENTIFYING FACTORS INFLUENCING UNIVERSITY CHOICE OF STUDENTS. Sreejith Balasubramanian, UOWD Institutional Research Officer sreejithsubramanian@uowdubai.ac.ae Shalini Manghat, UOWD Policy & Audit Coordinator shalinimanghat@uowdubai.ac.ae. Introduction.

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ROLE OF INSTITUTIONAL RESEARCH IN IDENTIFYING FACTORS INFLUENCING UNIVERSITY CHOICE OF STUDENTS

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  1. ROLE OF INSTITUTIONAL RESEARCH IN IDENTIFYING FACTORS INFLUENCING UNIVERSITY CHOICE OF STUDENTS Sreejith Balasubramanian, UOWD Institutional Research Officer sreejithsubramanian@uowdubai.ac.ae Shalini Manghat, UOWD Policy & Audit Coordinator shalinimanghat@uowdubai.ac.ae

  2. Introduction • Increasing number of universities worldwide • Diverse course offering and specializations • Student college choice is a complex decision making process involving various factors. • Developing a framework for quantifying and hence understanding the decision making process. • Develop marketing strategy based on the results.

  3. Research Questions ? • Which are the various factors that influence the student college choice process? • What are the contextual relationships among the factors? • How to breakdown these factors into simple constructs? • How to classify and prioritize these constructs based on their criticality and importance?

  4. Developing the Framework Different steps involved • Identification of Factors such as Influence of marketing and advertising, University characteristics,country characteristics etc • Developing a questionnaire and conducting survey research A 5 point likert scale is used for the research and the survey is launched in the first semester of the student and can be coined as “Incoming Student Survey” • Using the right statistical test such as factor analysis, regression,ANOVA or t-test.

  5. Step 1-Identification of Factors

  6. Step 1-Identification of Factors (Contd)

  7. Step 1-Identification of Factors (Contd)

  8. Factor Analysis • Exploratory Factor Analysis(EFA) & Confirmatory Factor Analysis • Reductionofnumberofvariables, bycombiningtwoormorevariablesintoasinglefactor • PowerfulStatisticaltest • Available in SPSS Statistical Software,STATA etc

  9. Results

  10. Results(Contd) a Rotated Component Matrix Component 1 2 3 Safe country .79 Tax free .555 Part time job .833 Easy to get student visa Good job market .764 Opportunity to get job .667 Easy accessibility to .876 home country No racial discrimination .549 Multi-cultural enviornment .867 Political stability .830 Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization. a. Rotation converged in 5 iterations.

  11. Results(Contd)

  12. Results(Contd)

  13. Identifying the Gender difference-Formulation of Hypothesis

  14. Final Model

  15. Conclusion • Potential of the framework to be extended with more factors • Structural Equation Modeling,Confirmatory factor analysis, Path analysis can be used to further test the framework. • Easy collection of data as the response rate is higher for New students. • Can be used as source of market intelligence. • Significant managerial and marketing implications.

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