Choice Modeling New Zealand High School Seniors' Preferences for University Education

ABSTRACT

Preferences for college education among year 12 and 13 high school seniors from throughout New Zealand were surveyed. Initial focus group researched students in the process of deciding on college education and/or on a particular college or university institution in their choice process. Quantitative research developed from the focus group responses and based on a stated preferences (choice) survey of school students (n = 526) followed. Students' preferences regarding university choice were predominantly influenced by the quality and flexibility of the degree and/or course options, likelihood that employers will recruit from the university, the extent that university accommodation is subsidized and the overall cost of attending the university positioned in comparison to other universities. Secondary students would prefer not to attend a university with access restricted to an “A” bursary examination mark (bursary is a New Zealand pre-college examination to gain fee subsidy), that has limited first year accommodation, or which offers sports scholarships. New Zealand secondary school students are relatively price insensitive, with the cost of attending university not perceived as a deterrent. Moreover, the research findings show a positive cost-value relationship exists in students' choice preferences. Students would prefer to attend a university where the cost was equal to or higher than other options.

KEYWORDS:

• Choice modeling
• college education marketing
• preferences
• scholarships
• employers
• university
• price
• cost-value relationship