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A model of university choice: an exploratory approach

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Abstract

In order to attract the best students, institutions of higher education need to understand how students select colleges and universities (Kotler and Fox, 1995). Understanding the choice process of a university is an instrument with high potential for developing universities marketing strategies (Plank and Chiagouris, 1997). Although many studies have tried to investigate which criteria students use to select a college or university, few have tried to analyse this trough a model that allows the interaction of all these criteria. This study presents a model of university choice, analysed through structural equations modelling using the Partial Least Squares approach.

Suggested Citation

  • Raposo, Mário & Alves, Helena, 2007. "A model of university choice: an exploratory approach," MPRA Paper 5523, University Library of Munich, Germany.
  • Handle: RePEc:pra:mprapa:5523
    as

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    File URL: https://mpra.ub.uni-muenchen.de/5523/1/MPRA_paper_5523.pdf
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    References listed on IDEAS

    as
    1. Tekle Shanka & Vanessa Quintal & Ruth Taylor, 2005. "Factors Influencing International Students' Choice of an Education Destination--A Correspondence Analysis," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 15(2), pages 31-46, March.
    2. Richard E. Plank & Larry Chiagouris, 1997. "Perceptions of Quality of Higher Education: An Exploratory Study of High School Guidance Counselors," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 8(1), pages 55-67, June.
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    More about this item

    Keywords

    Marketing; student recruitment and selection; high institution development; strategic planning;

    JEL classification:

    • I21 - Health, Education, and Welfare - - Education - - - Analysis of Education
    • C30 - Mathematical and Quantitative Methods - - Multiple or Simultaneous Equation Models; Multiple Variables - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • I23 - Health, Education, and Welfare - - Education - - - Higher Education; Research Institutions

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