361 | Isn’t it a question of a »good« (meaning: succeeding) marketing strategy? Why and how are students at schools choosing their place of study thereafter?

The goal of a recently presented CHE-study was to find out more about the process of gathering information and selecting a higher education institution (HEI) and a course of study.

Data of nearly 3600 students in their final year of secondary school were gathered by an online as well as a paper survey. The questionnaires contained questions about the process of gathering information about studying, of deciding for a certain field of study and finally selecting a HEI and a course of study. Other variables investigated were the use of different sources of information and the already reached level of information as well as academic achievement in school.

In addition to descriptive data analysis a factor analysis was conducted and seven dimensions of motives for choosing a HEI and a course of study could be identified. Based upon these results, a typology of »study-decision-makers» was developed by a cluster analysis.

The results show that the process of study-information and study-decision-making is different from case to case and that the relevant motives for the decision are heterogeneous as well.

However, some commonalities and »set screws« can be identified and utilized for course guidance and marketing for higher education institutions.

Read the whole CHE-study.