NDLI: Does Reputation Matter? Case Study of Undergraduate Choice at a Premier University

Content Provider	Springer Nature Link
Author	Nagaraj, Shyamala Munisamy, Susila Mohd Jaafar, Noor Ismawati
Copyright Year	2013
Abstract	The changing facets of the Malaysian higher education created market-based competition among higher education institutions. With increasing competition in the higher education environment, a clearer understanding of why and how students choose universities is more important to help universities develop their marketing strategies. This paper investigates the reasons for pursuing higher education and the key factors influencing their decision to study at university. This paper also considers the issue of whether the lower fees and reputation of a premier university is adequate to attract the best students. The data from a sample of 1st-year undergraduate students enrolled in various courses at the University of Malaya were analysed using coherence analysis and logistic regression. The study infers latent factors affecting university choice and uses a model that allows the interaction of these multiple factors. The findings suggest that career prospects and reputation of the University and its programmes were the most important factors in the students’ decision of a place to further studies. Significant others in the life of the student as well as the student’s own desire for personal development are strong influences that lead the student to consider reputation of the University. While the reputation of the University of Malaya is extremely important, the lower fee structure plays an important role in university choice. The university needs to be proactive in recruiting students. The marketing of educational services is important, both to create a favourable image and as well to successfully recruit the best students.
Starting Page	451
Ending Page	462
Page Count	12
File Format	PDF
ISSN	01195646
Journal	The Asia-Pacific Education Researcher
Volume Number	23
Issue Number	3
e-ISSN	22437908
Language	English
Publisher	Springer Singapore
Publisher Date	2013-09-12
Publisher Place	Singapore
Access Restriction	One Nation One Subscription (ONOS)
Subject Keyword	Competition Learning & Instruction Sociology of Education Higher education Educational Policy and Politics Education (general) International and Comparative Education Student recruitment University choice University reputation
Content Type	Text
Resource Type	Article
Subject	Education

Sl.	Authority	Responsibilities	Communication Details
1	Ministry of Education (GoI), Department of Higher Education	Sanctioning Authority	https://www.education.gov.in/ict-initiatives
2	Indian Institute of Technology Kharagpur	Host Institute of the Project: The host institute of the project is responsible for providing infrastructure support and hosting the project	https://www.iitkgp.ac.in
3	National Digital Library of India Office, Indian Institute of Technology Kharagpur	The administrative and infrastructural headquarters of the project	Dr. B. Sutradhar bsutra@ndl.gov.in
4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
5	Website/Portal (Helpdesk)	Queries regarding NDLI and its services	support@ndl.gov.in
6	Contents and Copyright Issues	Queries related to content curation and copyright issues	content@ndl.gov.in
7	National Digital Library of India Club (NDLI Club)	Queries related to NDLI Club formation, support, user awareness program, seminar/symposium, collaboration, social media, promotion, and outreach	clubsupport@ndl.gov.in
8	Digital Preservation Centre (DPC)	Assistance with digitizing and archiving copyright-free printed books	dpc@ndl.gov.in
9	IDR Setup or Support	Queries related to establishment and support of Institutional Digital Repository (IDR) and IDR workshops	idr@ndl.gov.in

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