Economics of Education

In: Business and Management

Submitted By sulie
Words 5565
Pages 23
A STUDY OF FACTORS INFLUENCING THE SELECTION
OF A HIGHER EDUCATION INSTITUTION
Mohar bin Yusof
Tun Abdul Razak University, Malaysia
mohar@unitar.edu.my
Siti Nor Bayaah binti Ahmad
Tun Abdul Razak University, Malaysia
ctnor11@unitar.edu.my

Misyer bin Mohamed Tajudin
Tun Abdul Razak University, Malaysia
misyer64@unitar.edu.my

R. Ravindran
Tun Abdul Razak University, Malaysia
ravindran@unitar.edu.my

ABSTRACT

The higher education landscape in Malaysia has gone through substantial changes. With
improvements in the quality of education and better academic performance at the primary and
secondary school level, the demand for tertiary education has increased many fold. The
increased public demand for tertiary education and the government’s aspiration to position
Malaysia as a regional centre of academic excellence have led to the higher education market
becoming monopolistically competitive. The purpose of the research was to examine the
expectations on higher education institutions among three groups of respondent i.e. prospective
students, parents of prospective students and first year university students, and to identify the
factors influencing their preferences in selecting a particular higher education institution.
KEY WORDS: Preferences, Higher Education Institutions, Expectations, Higher Education
Market, Market Research

UNITAR E-JOURNAL Vol. 4, No. 2, June 2008

27

INTRODUCTION

Over the span of ten years or so, the higher education landscape in Malaysia has gone through
substantial changes. With improvements in the quality of education and better academic
performance at the primary and secondary school level, the demand for tertiary education has
increased many fold. The high level of demand for higher education can be attributed to a
complex interaction of three main sets of factors; social, political and economic,…...

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