Information sources influencing students’ choice of private colleges in Malaysia: an exploratory perspective / Nooraini Sheriff

Sheriff, Nooraini (2007) Information sources influencing students’ choice of private colleges in Malaysia: an exploratory perspective / Nooraini Sheriff. Asian Journal of University Education (AJUE), 3 (1). pp. 133-144. ISSN 1823-7797

Abstract

This study examined students’ perceptions of the influence of information sources that led to their choice of private college. Data were solicited from 808 newly enrolled students in 72 multi-discipline private colleges in Malaysia through random sampling. A two part questionnaire consisting of background data and students’ perceptions of the influence of information sources for the selection of private colleges was distributed through the ‘drop-off’ method and mail survey. Likert-like scales with values ranging from 0 (Not applicable), 1 (low) to 7 (high) were used to obtain responses. One hundred and seventy (21%) students reported their personal experience, an internal source, as having moderate influence on their choice of private college. Within the category of personal sources such as friends, a type of external source, 236 (29.2%) perceived them as a moderate influence. The National Accreditation Board and the Ministry of Education, an external independent source, were perceived by 176 (21.8%) students to have a strong influence on their decision making process. As for other external information sources, 206 (25.5%) students perceived course counselors, a commercial source, to have moderate influence, and 191 (23.6%) students perceived personal inspection, an experiential source, to have a strong influence on their decision to choose a private college. The findings imply that there are varying degrees of influence among the different sources that affect students’ choice of private college. This highlights the need for private colleges to review their promotional tools, media, message, timing and frequency to disseminate the necessary information in the most effective manner to achieve the targeted enrolment.

Metadata

Item Type: Article
Creators:
CreatorsID Num. / Email
Sheriff, Nooraininoorainis@yahoo.com
Divisions: Universiti Teknologi MARA, Shah Alam > Faculty of Education
Journal or Publication Title: Asian Journal of University Education (AJUE)
Journal: UiTM Journal > Asian Journal of University Education (AJUE)
ISSN: 1823-7797
Volume: 3
Number: 1
Page Range: pp. 133-144
Item ID: 324
Uncontrolled Keywords: Information sources, Students, Private college enrolment, Malaysia
URI: http://ir.uitm.edu.my/id/eprint/324

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