TY  - EJOU
AU  - 
T1  - A Factor Analysis Approach Towards a Study of the Factors Affecting Students’ Choice of Higher Education Institution: A Case Study of a Private Institution (Twintech International University College of Technology)
T2  - Journal of Social Economics Research

PY  - 2016
VL  - 3
IS  - 2
SN  - 2312-6264

AB  - This study was conducted to discover the input that will help in the 
strategic management of the educational institution. The input is 
focused on information of the factors affecting students’ choice of a 
higher educational institution. For private educational institutions, 
the input also aids them in strategic marketing to gain competitive 
advantage. Specifically the study was done to discover the most 
important underlying factor that affects students' choice of an 
educational institution and also to show what aspects of the 
institutional factor are considered by students when they make their 
choices of educational institutions. This research followed a 
quantitative research design, where a survey, using a questionnaire, was
 used to gather the data on the factors that affect students’ choice 
criteria. By employing the pertinent research methodology, which is the 
Factor Analysis, more specifically the principal component analysis 
(P.C.A.) the researcher was able to reduce all the 51 items of students'
 responses to six (6) significant factors. The overall findings revealed
 that students chose more institutional factors than other factors. 
Based on this finding, a one factor solution was discovered to the study
 of students' choice, which is the factor of the "institution" with the 
highest factor loadings. No other studies had covered comprehensively 
all the items from the literature review (social, economic, physical, 
institutional and environmental, academic, marketing and administrative 
items) regarding students’ choice of tertiary education.
KW  - Student’s choice
KW  - Higher education
KW  - Institutional factor
KW  - Factor 
analysis
KW  - Principle component analysis
KW  - Competitive advantage
KW  - Positioning
KW  - Brand
KW  - Strategic marketing.
DO  - 10.18488/journal.35/2016.3.2/35.2.21.30