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A escolha da instituição de ensino superior na perspectiva do aluno: a importância da reputação
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Orientador(es)
Resumo(s)
O marketing no ensino superior tem vindo a assumir uma importância crescente, principalmente devido ao contexto competitivo agressivo e à diminuição do número de alunos a ingressar nas faculdades. Uma das áreas-chave a desenvolver consiste na atracção de alunos, sendo fundamental conhecer o processo de decisão da faculdade a frequentar.
Esta investigação pretende identificar quais os atributos mais importantes para a escolha da faculdade a frequentar, desenvolvendo o atributo reputação. Através de um questionário aplicado a uma amostra de estudantes do rano ao nível das licenciaturas em Portugal, elaborou-se um ranking de importância de atributos; analisou-se diferenças por variáveis sócio-demográficas; identificaram-se grupos de estudantes através de uma análise de clusters; mediu-se a reputação da faculdade tendo como base a escala Reputation Quotient de Fombrun et al. (2000); e reflectiu-se sobre possíveis
relações entre itens de reputação e atributos de escolha, utilizando-se regressões stepwise.
Os resultados revelam que os atributos mais importantes para a decisão foram o facto de a faculdade oferecer o curso que se pretendia, a reputação da faculdade, o reconhecimento externo da qualidade dos cursos, a reputação do curso na faculdade e a facilidade em encontrar emprego através da faculdade. Os itens de reputação mais salientes foram os relacionados com a oferta de cursos e com a ligação emocional à faculdade. Através de uma análise factorial, concluiu-se que só quatro das dimensões do Reputation Quotient são relevantes para os estudantes inquiridos, sugerindo algumas
indicações para o contexto empírico português.
The role of marketing in higher education has been growing in importance due to the fierce competitive environment and the fallen number of students entering university. One key concern is the recruitment of students, being criticai to understand the decision making process of university selection. This research aims to identify the most important attributes when students select the university for their undergraduate studies and will focus on the study of university reputation. Using a survey, applied to a student sample of l year undergraduate students in Portugal, a number of issues were investigated: a ranking of attributes was developed; sample demographics were described and analysed; using cluster analysis a number of different groups of students were identified; the reputation of several universities were measured based on Fombrun's et al. (2000) Reputation Quotient; and addressed the relationship between reputation and choice attributes, using stepwise regressions. The results revealed that criticai attributes considered by students in the decision making process were: the offer of the desired courses by the university; university reputation; externai perceived quality of the courses; reputation of the university programme; and how easy it was to find a job through the college career services. The most relevant reputation items were the programme and the emotional link to the university. By performing an exploratory factor analysis, one has concluded that only four of the dimensions of the Reputation Quotient were relevant for the study sample, suggesting some predictions for the Portuguese empirical context.
The role of marketing in higher education has been growing in importance due to the fierce competitive environment and the fallen number of students entering university. One key concern is the recruitment of students, being criticai to understand the decision making process of university selection. This research aims to identify the most important attributes when students select the university for their undergraduate studies and will focus on the study of university reputation. Using a survey, applied to a student sample of l year undergraduate students in Portugal, a number of issues were investigated: a ranking of attributes was developed; sample demographics were described and analysed; using cluster analysis a number of different groups of students were identified; the reputation of several universities were measured based on Fombrun's et al. (2000) Reputation Quotient; and addressed the relationship between reputation and choice attributes, using stepwise regressions. The results revealed that criticai attributes considered by students in the decision making process were: the offer of the desired courses by the university; university reputation; externai perceived quality of the courses; reputation of the university programme; and how easy it was to find a job through the college career services. The most relevant reputation items were the programme and the emotional link to the university. By performing an exploratory factor analysis, one has concluded that only four of the dimensions of the Reputation Quotient were relevant for the study sample, suggesting some predictions for the Portuguese empirical context.
Descrição
Mestrado em Marketing
Palavras-chave
Atributos de escolha Reputação Ensino superior Processo de decisão da faculdade Escalas de reputação Choice attributes Reputation University Decision making process Reputation scales Reputation quotient Marketing Portugal
Contexto Educativo
Citação
Editora
Instituto Superior de Economia e Gestão