Students' Preferences for Medical Schools: A Conjoint Analysis
With the surge of higher education institutions (HEIs) offering the health sciences and medical courses and significant changes in the Philippine education sector, an effective marketing strategy is highly needed. Therefore, HEIs have to compete even more in a very competitive market. The present study aimed to determine the major factors that influence preferences of students who just graduated from senior high school, the relative importance they attach to these factors, and whether there were groups of students for whom different factors were more important. A total of 24,263 prospective students in the health sciences and medical courses from the 125 senior high schools in the Philippines were sampled as respondents. Multi-stage cluster sampling technique was used to recruit the sample. A face to face interview with a set of stimulus cards or through a self-completion questionnaire was used to collect the data and Adaptive Conjoint Analysis (ACA) was performed to analyze students’ preferences. Results showed that the four most important determinants of health science and medical HEI choice for students in the Philippines are academic reputation, quality of facilities, job prospects, and campus atmosphere. A cluster analysis failed to uncover any useful clusters, suggesting that the sample was relatively homogeneous in their preferences and the trade-offs that they made in developing those preferences.