Preference for Higher Education Institutions Offering BS Business Administration Program: A Conjoint Analysis Approach
Keywords:
business administration, higher education institution, program preference, BS Business Administration, conjoint analysis, fractional factorial designAbstract
The study examines the factors that influence students' decisions to enroll in Business Administration programs at higher education institutions (HEIs) in Davao Oriental. The study employed a conjoint analysis methodology to identify critical attributes—such as school reputation, faculty expertise, practical course application, and accessibility—that substantially influence students' decision-making processes. A researcher-made survey questionnaire was used to collect data from 400 Grade 12 senior high school students. The findings indicate that school reputation, especially the level of accreditation, is the most important factor in shaping student preferences. The faculty's expertise is complemented by the course's practical applicability and accessibility. The results show that when choosing a HEI, students place a high value on high standards for education, highly qualified teachers, and opportunities to learn in the real world. The study's results could help HEIs improve their programs so that they better match students' needs and make them more appealing to the market. The scores also provide prospective students with helpful information that may help them make informed decisions about their educational paths.
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Copyright (c) 2025 Manolito Chosen II Ramos, John Vianne Murcia (Author)
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