Salient Choice Criteria for Selecting Marketing as an Academic Major: A Factor Analytic Approach

Published on Jan 1, 2016
· DOI :10.1007/978-3-319-16934-7_41
John H. Summey7
Estimated H-index: 7
(SIU: Southern Illinois University Carbondale)
This research identified salient choice criteria and developed an instrument for measuring student perceptions of marketing as an academic major. The analysis identified the factor dimensions of freedom, growth and significance as being important in students’ choice decisions. MANOVA analysis examined differences in perceptions of freshmen and sophomore students.
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