DETERMINATION OF FACTORS AFFECTING UNIVERSITY PREFERENCE BY CHOICE BASED CONJOINT ANALYSIS

Year 2017, Volume: 1 Issue: 1, 65 - 84, 29.09.2017

Tutku Tuncalı Yaman , Özgür Çakır

https://doi.org/10.31200/makuubd.337287

Cited By: 5

Abstract

State
universities had ruled Turkey’s higher education system for years. Recently
number of private (foundation) universities rise and they start to participate
university candidates’ selection paradigm with their various marketing
activities. In this context, determination of important factors according to the
candidates' in university selection process gained importance for these schools.
Conjoint analysis has been technically used since the early 1980's in
determining consumer preferences and in marketing research, but its use in
education is not widespread. In this research, factors affecting the preferences
of university candidates regarding newly established private universities are tried
to be determined by choice based conjoint analysis method. 296 university
candidates participated in the study. According to results, some of the most
important factors in preference process were appeared as, presence of the field
wishing to be studied, academic reputation and campus facilities of the school respectively. It is hoped that these results will be enlightening for both university
and education administrators.   

Keywords

University selection, Choice Based Conjoint Analysis

ÜNİVERSİTE TERCİHLERİNİN SEÇİME DAYALI KONJOİNT ANALİZİ İLE BELİRLENMESİ

Abstract

Ülkemizde
yükseköğretim alanında uzun yıllardır süren devlet üniversitesi yoğunluğu son
yıllarda pek çok vakıf üniversitesinin kurulması ile azalmaya başlamıştır. Bu
bağlamda üniversite adaylarının tercih sürecine çeşitli tanıtım faaliyetleri
ile katılan bu okulların hangi faktörler gözetilerek tercih edildiği sorusu
cevaplanmaya muhtaçtır. Konjoint analizi teknik olarak 1980’lerin başından
itibaren tüketici tercihlerinin belirlenmesinde ve pazarlama araştırmalarında
yaygın olarak kullanılmakta ise de eğitim alanında kullanımı pek yaygın
değildir. Bu çalışmada üniversite adaylarının vakıf üniversitesi tercihlerini
etkileyen faktörler seçime dayalı konjoint analizi yöntemi ile belirlenmeye
çalışmıştır. 2016 yılı üniversite seçme sınavları sonrasında tercih sürecinde
bulunan 296 öğrenci ile yapılan çalışma sonucunda görece yeni faaliyet
göstermeye başlayan vakıf üniversitelerini tercih edecek aday öğrencilerin en
önemli tercih nedenleri sırasıyla öğrenim görmek istenen bölümün mevcudiyeti, okulun
akademik itibarı ve kampüs imkanları olarak belirlenmiştir. Elde edilen
sonuçların hem okul yönetimleri hem de eğitim yöneticileri tarafından
aydınlatıcı olması umulmaktadır.

Keywords

Üniversite tercihi, Seçime Dayalı Konjoint Analizi

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