Back to Search
Start Over
Re-evaluating the postgraduate students' course selection decision making process in the digital era.
- Source :
-
Studies in Higher Education . Jun2020, Vol. 45 Issue 6, p1133-1148. 16p. 1 Diagram, 8 Charts. - Publication Year :
- 2020
-
Abstract
- The paper explores how postgraduate students make course selection decisions in the digital era. An exploratory study with seven postgraduate student focus groups (UK, EU and International) gained a detailed insight into this important change. The availability of information, from an increased use of digital media had a significant impact on Higher Education postgraduate decision-making. The results found a circular decision-making approach with evidence of rational and emotional decisions where students do not always commence with a wide choice set. Online forums, Word-of-Mouth/electronic Word-of-Mouth from past/existing students, family and friends are important influencers, as students considered postgraduate study from one month to four years prior to starting a course. We identified 5 different application pattern categories, together with highlighting the importance of evaluating the students' pre-purchase experience during the application process. The research highlights the need for universities to continually engage during the decision-making process and to evaluate pre-purchase experiences. [ABSTRACT FROM AUTHOR]
Details
- Language :
- English
- ISSN :
- 03075079
- Volume :
- 45
- Issue :
- 6
- Database :
- Academic Search Index
- Journal :
- Studies in Higher Education
- Publication Type :
- Academic Journal
- Accession number :
- 144304544
- Full Text :
- https://doi.org/10.1080/03075079.2018.1545757