Understanding high school students use of choice factors and word-of-mouth information sources in university selection
Abstract
University choice is a high-risk decision for prospective students which requires substantial effort to evaluate a range of choice factors. Understanding this complex process is a crucial task for higher education marketers. Of particular importance are the differences across market segments. This study analyses the importance of choice factors, and the usage of information sources, across domestic/international segments and cross-country...
Paper Details
Title
Understanding high school students use of choice factors and word-of-mouth information sources in university selection
Published Date
Jan 3, 2019
Journal
Volume
45
Issue
4
Pages
808 - 818
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