How Important is Study Mode in Student University Choice?

Abstract

Conjoint analysis was used to model the importance of study mode in students'choice of university. Study mode was proposed as a key choice attribute as universities have diversified their means of delivering education and increased the use of online delivery. Results are reported for two conjoint experiments.The first investigated how undergraduate students made trade-offs between study mode, university and tuition fees.The second examined similar trade-offs made by current and prospective postgraduates. Findings confirmed the importance of study mode to both groups and suggest two main reasons for its influence on university choice: it affects students' experiences of learning and socialising at university, and their time and place flexibility.The most preferred study modes for undergraduates and postgraduates were face-to-face study and print-based study, respectively. Given the trend towards online delivery, the findings have relevance to universities across national systems and reputational markets.Higher Education Quarterly, 0951-5224

International student destination choice: the influence of home campus experience on the decision to consider branch campuses

“…Empirical studies of university choice typically focus on identifying those attributes that most influence students' decisions (Hagel & Shaw, 2010). Researchers have also attempted to build models that can be used to explain student choice.…”

The British higher education funding debate: the perils of 'talking economics'

“…However, there is mixed evidence about the elasticity of demand for different courses. Evidence suggests that course costs may affect overall levels of demand for higher education (i.e., decisions to go to college or university in the first place) (Savoca 1990) but have a lesser effect on programme choice (Leslie and Brinkman 1987), at least for domestic if not for international students (Hagel and Shaw 2010).…”

On-campus, distance or online? Influences on student decision-making about study modes at university

“…As a result, the reasons for choosing different study modes and the choices students make when entering tertiary education have received considerable scholarly attention. Indeed, Hagel and Shaw (2010) argue that study mode is the most important focus for students, in terms of the choices they make when entering tertiary study. The chief reasons for this, they posit, is that study mode choice impacts on both the learning and the social environments that students will encounter, and it conditions the flexibility that students have to organise other aspects of their lives.…”

“…Similarly, there is a broad literature on the role that demographic factors play in influencing the choice of study mode: enrolment trends indicate that women are more likely than men to choose online study as a means to pursue a degree (Price, 2006). Moore and Kearskey (2005) have observed an age affect: distance education students are likely to be older than on-campus learners, while school leavers have been shown to be attracted to face-to-face study (Hagel & Shaw, 2010).…”