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HEALTH EDUCATION PLANNING IN MARKETING PERSPECTIVE USING CONJOINT ANALYSIS

Year 2015, Volume 4, Issue 1, 0 - 0, 26.06.2015

Abstract

In this study, it is aimed to determine the relative weights (importance) of the chosen properties of the medical schools according to preferences and demands of the prospective students. The data was collected from the students who attend already a health vocational high school and examined using conjoint analysis approach, a widely accepted method for evaluating multiattribute alternatives in marketing. There are 6 attributes presented to students for taking their view. These school attributes are type (state or private), history (old or new), location (downtown or uptown), hospital ownership (yes or no), duration of education (short or long) and campus life (yes or no). Conjoint analysis was used as the research tool to identify the relative importance of the attributes. The most important factors were found as Campus Life (24.24%), School Type (24.17%) and Duration of Education (23.47%). These factors are followed by the moderate important two factors History (16.11%) and Location (11.70%) where the latter one has slightly lower weight. On the other hand, importance score for factor Hospital Ownership was estimated as 0.31% and surprisingly has no effect on preferring a medical higher school. Results of this research can be took into account by the decision makers and managers of both available and planned to be established medical schools to increase popularity of these institutes.

References

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  • Aydın, Oya Tamtekin, "Location as a Competitive Advantage to Attract Students: An Empirical Study from a Turkish Foundation University", International Review of Management and Marketing, Vol.3, No.4, 2013, 204-211.
  • Biesma, Regien G., et al. "Using conjoint analysis to estimate employers preferences for key competencies of master level Dutch graduates entering the public health field." Economics of Education Review, Vol. 26, No.3, 2007, 375-386.
  • Broekemier, Greg M., and Srivatsa Seshadri, "Differences in college choice criteria between deciding students and their parents", Journal of Marketing for Higher Education, Vol.9, No.3, 2000, 1-13.
  • Capraro, Anthony J., Michelle L. Patrick, and Melissa Wilson, "Attracting college candidates: The impact of perceived social life", Journal of Marketing for Higher Education, Vol. 14, No.1, 2004, 93-106.
  • Coccari, Ronald L., and Rajshekhar G. Javalgi, "Analysis of students' needs in selecting a college or university in a changing environment", Journal of Marketing for Higher Education, Vol. 6, No.2, 1995, 27-40.
  • Çokgezen, Murat, "Determinants of University Choice: A Study on Economics Departments in Turkey", Yükseköğretim Dergisi, March (2012).
  • Ford, John B., Mathew Joseph, and Beatriz Joseph, "Importance-performance analysis as a strategic tool for service marketers: the case of service quality perceptions of business students in New Zealand and the USA", Journal of Services Marketing, Vol. 13, No.2, 1999, 171-186.
  • Hair, J. F. Jr., Black, W. C., Babin, B. J. and Anderson, R. E. (2014), Multivariate Data Analysis. Pearson Education Limited, Essex.
  • Hardle, W. K. and Simar, L. (2012). Applied Multivariate Statistical Analysis, 3th edition. Springer-Verlag Berlin Heidelberg, ISBN: 9783642172281.
  • Hemsley-Brown, Jane, and Izhar Oplatka, "Universities in a competitive global marketplace: A systematic review of the literature on higher education marketing", International Journal of Public Sector Management, Vol. 19, No.4, 2006, 316-338.
  • Hensher, David A, "The valuation of commuter travel time savings for car drivers: evaluating alternative model specifications”, Transportation, Vol. 28, No.2, 2001, 101-118.
  • Hooley, G. J., and J. E. Lynch, "Modelling the student university choice process through the use of conjoint measurement techniques", European Research, Vol. 9, No.4, 1981, 158-170.
  • IBM Corporation (2011). IBM SPSS Conjoint 20.
  • Joseph, Mathew, and Joseph, Beatriz, "Identifying needs of potential students in tertiary education for strategy development", Quality Assurance in Education, Vol.6, No.2, 1998, 90-96.
  • Joseph, Mathew, and Joseph, Beatriz, "Indonesian students' perceptions of choice criteria in the selection of a tertiary institution: strategic implications", International Journal of Educational Management, Vol.14, No.1, 2000, 40-44.
  • Kallio, Ruth E, "Factors influencing the college choice decisions of graduate students." Research in Higher Education, Vol.36, No., 1995, 109-124.
  • Kim, Chulhyun, et al., "A systematic approach to new mobile service creation", Expert Systems with Applications, Vol. 35, No.3, 2008, 762-771.
  • Kim, Yeonbae, "Estimation of consumer preferences on new telecommunications services: IMT-2000 service in Korea", Information Economics and Policy, Vol.17, No.1, 2005, 73-84.
  • Krampf, Robert F., and Albert C. Heinlein, "Developing marketing strategies and tactics in higher education through target market research", Decision Sciences, Vol.12, No.2, 1981, 175-192.
  • Kruskal, Joseph B., "Analysis of factorial experiments by estimating monotone transformations of the data", Journal of the Royal Statistical Society, Series B (Methodological), 1965, 251-263.
  • Kusumawati, Andriani, "Understanding student choice criteria for selecting an indonesian public university: A conjoint analysis approach”, 2011, Paper 16.
  • Kuzmanovic, Marija, Biljana Panic, and Milan Martic, "Identification of key positioning factors in the retail sector: A conjoint analysis approach", African Journal of Business Management, Vol.5, No.26, 2011, 10376.
  • Kuzmanovic, Marija, Savic, G., Gusavac, B. A., Makajic-Nikolic, B. and Panic, B, "A Conjoint-based approach to student evaluations of teaching performance", Expert Systems with Applications, Vol.40, No.10, 2013, 4083-4089.
  • Kuzmanovic, Marija, Mirko Vujosevic, and Milan Martic, "Using conjoint analysis to elicit patients’ preferences for public primary care service in serbia", HealthMED, Vol.6, No.2, 2012, 496-504.
  • Mazzarol, Tim, "Critical success factors for international education marketing", International Journal of Educational Management, Vol.12, No.4, 1998, 163-175.
  • Nicholls, John, et al. "Marketing higher education: the MBA experience", International Journal of Educational Management, Vol. 9. No.2, 1995, 31-38.
  • Oplatka, Izhar, and Jane Hemsley-Brown, "The research on school marketing: Current issues and future directions", Journal of educational administration, Vol.42, No.3, 2004, 375-400.
  • Orhunbilge, Ayşe Neyran. Çok Değişkenli İstatistik Yöntemler. İstanbul, İstanbul Üniversitesi İşletme Fakültesi Yayınları, 2010, No.286.
  • Popović, Milena, Marija Kuzmanović, and Milan Martić, "Using Conjoint analysis to elicit employers' preferences toward key competencies for a business manager position", Management-časopis za teoriju i praksu menadžmenta, Vol.17, No.63, 2012, 17-26.
  • Ruslan R., Ariffin, K., Islam, A., Zaidi M., “Determinants Students’ Selection of Higher Education Institutions in Malaysia”, Adv. Environ. Biol., Vol.8, No.9, 406-416, 2014
  • Ryan, Mandy, and Shelley Farrar, "Using conjoint analysis to elicit preferences for health care", BMJ: British Medical Journal, Vol. 320, No.7248, 2000, 1530.
  • Soutar, Geoffrey N., and Julia P. Turner, "Students' preferences for university: a conjoint analysis", International Journal of Educational Management, Vol.16, No.1, 2002, 40-45.
  • Venkatesh, Umashankar, "The Importance of Managing Points-of-Marketing in Marketing Higher Education Programmes–Some Conclusions," Journal of Services Research, Vol.1, No.1, 2001.
  • Vaughn, Ronald, Joseph Pitlik, and Behram
  • Hansotia, "Understanding university choice: A multi-attribute approach", Advances in Consumer Research, Vol.5, No.1, 1978, 26-31.
  • Yamamoto, Gonca T., "University evaluation-selection: a Turkish case", International Journal of Educational Management, Vol.20, No.7, 2006, 559-569.
  • Zeithaml, Valarie A., Ananthanarayanan Parasuraman, and Leonard L. Berry, "Problems and strategies in services marketing", The Journal of Marketing, 1985, 33-46.

Year 2015, Volume 4, Issue 1, 0 - 0, 26.06.2015

Abstract

References

  • Athiyaman, Adee, "Linking student satisfaction and service quality perceptions: the case of university education." European Journal of Marketing, Vol. 31, No.7, 1997, 528-540.
  • Aydın, Oya Tamtekin, "Location as a Competitive Advantage to Attract Students: An Empirical Study from a Turkish Foundation University", International Review of Management and Marketing, Vol.3, No.4, 2013, 204-211.
  • Biesma, Regien G., et al. "Using conjoint analysis to estimate employers preferences for key competencies of master level Dutch graduates entering the public health field." Economics of Education Review, Vol. 26, No.3, 2007, 375-386.
  • Broekemier, Greg M., and Srivatsa Seshadri, "Differences in college choice criteria between deciding students and their parents", Journal of Marketing for Higher Education, Vol.9, No.3, 2000, 1-13.
  • Capraro, Anthony J., Michelle L. Patrick, and Melissa Wilson, "Attracting college candidates: The impact of perceived social life", Journal of Marketing for Higher Education, Vol. 14, No.1, 2004, 93-106.
  • Coccari, Ronald L., and Rajshekhar G. Javalgi, "Analysis of students' needs in selecting a college or university in a changing environment", Journal of Marketing for Higher Education, Vol. 6, No.2, 1995, 27-40.
  • Çokgezen, Murat, "Determinants of University Choice: A Study on Economics Departments in Turkey", Yükseköğretim Dergisi, March (2012).
  • Ford, John B., Mathew Joseph, and Beatriz Joseph, "Importance-performance analysis as a strategic tool for service marketers: the case of service quality perceptions of business students in New Zealand and the USA", Journal of Services Marketing, Vol. 13, No.2, 1999, 171-186.
  • Hair, J. F. Jr., Black, W. C., Babin, B. J. and Anderson, R. E. (2014), Multivariate Data Analysis. Pearson Education Limited, Essex.
  • Hardle, W. K. and Simar, L. (2012). Applied Multivariate Statistical Analysis, 3th edition. Springer-Verlag Berlin Heidelberg, ISBN: 9783642172281.
  • Hemsley-Brown, Jane, and Izhar Oplatka, "Universities in a competitive global marketplace: A systematic review of the literature on higher education marketing", International Journal of Public Sector Management, Vol. 19, No.4, 2006, 316-338.
  • Hensher, David A, "The valuation of commuter travel time savings for car drivers: evaluating alternative model specifications”, Transportation, Vol. 28, No.2, 2001, 101-118.
  • Hooley, G. J., and J. E. Lynch, "Modelling the student university choice process through the use of conjoint measurement techniques", European Research, Vol. 9, No.4, 1981, 158-170.
  • IBM Corporation (2011). IBM SPSS Conjoint 20.
  • Joseph, Mathew, and Joseph, Beatriz, "Identifying needs of potential students in tertiary education for strategy development", Quality Assurance in Education, Vol.6, No.2, 1998, 90-96.
  • Joseph, Mathew, and Joseph, Beatriz, "Indonesian students' perceptions of choice criteria in the selection of a tertiary institution: strategic implications", International Journal of Educational Management, Vol.14, No.1, 2000, 40-44.
  • Kallio, Ruth E, "Factors influencing the college choice decisions of graduate students." Research in Higher Education, Vol.36, No., 1995, 109-124.
  • Kim, Chulhyun, et al., "A systematic approach to new mobile service creation", Expert Systems with Applications, Vol. 35, No.3, 2008, 762-771.
  • Kim, Yeonbae, "Estimation of consumer preferences on new telecommunications services: IMT-2000 service in Korea", Information Economics and Policy, Vol.17, No.1, 2005, 73-84.
  • Krampf, Robert F., and Albert C. Heinlein, "Developing marketing strategies and tactics in higher education through target market research", Decision Sciences, Vol.12, No.2, 1981, 175-192.
  • Kruskal, Joseph B., "Analysis of factorial experiments by estimating monotone transformations of the data", Journal of the Royal Statistical Society, Series B (Methodological), 1965, 251-263.
  • Kusumawati, Andriani, "Understanding student choice criteria for selecting an indonesian public university: A conjoint analysis approach”, 2011, Paper 16.
  • Kuzmanovic, Marija, Biljana Panic, and Milan Martic, "Identification of key positioning factors in the retail sector: A conjoint analysis approach", African Journal of Business Management, Vol.5, No.26, 2011, 10376.
  • Kuzmanovic, Marija, Savic, G., Gusavac, B. A., Makajic-Nikolic, B. and Panic, B, "A Conjoint-based approach to student evaluations of teaching performance", Expert Systems with Applications, Vol.40, No.10, 2013, 4083-4089.
  • Kuzmanovic, Marija, Mirko Vujosevic, and Milan Martic, "Using conjoint analysis to elicit patients’ preferences for public primary care service in serbia", HealthMED, Vol.6, No.2, 2012, 496-504.
  • Mazzarol, Tim, "Critical success factors for international education marketing", International Journal of Educational Management, Vol.12, No.4, 1998, 163-175.
  • Nicholls, John, et al. "Marketing higher education: the MBA experience", International Journal of Educational Management, Vol. 9. No.2, 1995, 31-38.
  • Oplatka, Izhar, and Jane Hemsley-Brown, "The research on school marketing: Current issues and future directions", Journal of educational administration, Vol.42, No.3, 2004, 375-400.
  • Orhunbilge, Ayşe Neyran. Çok Değişkenli İstatistik Yöntemler. İstanbul, İstanbul Üniversitesi İşletme Fakültesi Yayınları, 2010, No.286.
  • Popović, Milena, Marija Kuzmanović, and Milan Martić, "Using Conjoint analysis to elicit employers' preferences toward key competencies for a business manager position", Management-časopis za teoriju i praksu menadžmenta, Vol.17, No.63, 2012, 17-26.
  • Ruslan R., Ariffin, K., Islam, A., Zaidi M., “Determinants Students’ Selection of Higher Education Institutions in Malaysia”, Adv. Environ. Biol., Vol.8, No.9, 406-416, 2014
  • Ryan, Mandy, and Shelley Farrar, "Using conjoint analysis to elicit preferences for health care", BMJ: British Medical Journal, Vol. 320, No.7248, 2000, 1530.
  • Soutar, Geoffrey N., and Julia P. Turner, "Students' preferences for university: a conjoint analysis", International Journal of Educational Management, Vol.16, No.1, 2002, 40-45.
  • Venkatesh, Umashankar, "The Importance of Managing Points-of-Marketing in Marketing Higher Education Programmes–Some Conclusions," Journal of Services Research, Vol.1, No.1, 2001.
  • Vaughn, Ronald, Joseph Pitlik, and Behram
  • Hansotia, "Understanding university choice: A multi-attribute approach", Advances in Consumer Research, Vol.5, No.1, 1978, 26-31.
  • Yamamoto, Gonca T., "University evaluation-selection: a Turkish case", International Journal of Educational Management, Vol.20, No.7, 2006, 559-569.
  • Zeithaml, Valarie A., Ananthanarayanan Parasuraman, and Leonard L. Berry, "Problems and strategies in services marketing", The Journal of Marketing, 1985, 33-46.

Details

Journal Section Research Articles
Authors

Nihat TAŞ>


Nil Kodaz Engizek>


Emrah ÖNDER>


Güler ÖNDER This is me

Publication Date June 26, 2015
Application Date May 22, 2015
Acceptance Date
Published in Issue Year 2015, Volume 4, Issue 1

Cite

APA Taş, N. , Kodaz Engizek, N. , Önder, E. & Önder, G. (2015). HEALTH EDUCATION PLANNING IN MARKETING PERSPECTIVE USING CONJOINT ANALYSIS . Trakya Üniversitesi İktisadi ve İdari Bilimler Fakültesi E-Dergi , 4 (1) , 0-0 . Retrieved from https://dergipark.org.tr/en/pub/trakyaiibf/issue/27458/288701