FACTORS THAT DETERMINE STUDENTS’ PREFERENCES IN SELECTING HIGHER LEARNING INSTITUTION
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Abstract
Understanding factors that determine students’ preferences in selecting higher learning institution would allow a comprehension of criteria that will attract more enrolment. This research also provides a more focus study on the essential criteria that need to be met by the higher learning institution to cater the students’ needs. To this end, questionnaires were administered to a sample of 1993 students from various institutions. The questionnaire asked students to rank and evaluate various social, educational and attitudinal factors in terms of their importance and influence in selecting a higher learning institution. The data were analysed by using a large-scale survey and quantitative analysis. For this purpose, a five-point Likert scale was used to evaluate factors influencing students’ decision where responses ranged from 1 (not important at all) to 5 (extremely important). Following which, the factors were ranked based on the average point of each factor. It was found that the factors (by ranking) that determine students’ preferences in selecting higher learning institution are Quality of Education (Ranked 1); Campus Facilities and Atmosphere (Ranked 2); External and Financial Factors (Ranked 3); and Advertisement and Publicity (Ranked 4).
