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The Lack of Systematic Decision-Making by Chinese Students Applying to UK MA Programmes.

Haywood, H. and Molesworth, M., 2006. The Lack of Systematic Decision-Making by Chinese Students Applying to UK MA Programmes. In: Academy of Marketing Conference 2006: Marketing Excellence, 4-7 July 2006, Holiday Inn Regents Park, London, England. (Unpublished)

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This study explores how Chinese students chose a university to study a taught Masters programme. It includes an examination of the criteria they use and the process they go through, focusing on the ‘information search’, and ‘evaluation of alternatives’ stages of decision-making. Qualitative individual interviews were undertaken with 10 Chinese students. Findings suggest that decision-making was not as rigorous as might be expected for such an apparently complex, high involvement ‘service’. Reasons for this include: a lack of perceived risk; the amount and complexity of information to be processed, (particularly in a foreign language), and the use of agents and league tables as reassurance for the decision. There is also evidence of satisficing and evidence to support image-based processing. Tentative recommendations are made which focus on the need to achieve the right match between potential students and the chosen programme and institution by trying to increase student engagement with the decision-making process.

Item Type:Conference or Workshop Item (Paper)
Group:Faculty of Media & Communication
ID Code:16746
Deposited By: Ms Helen Haywood
Deposited On:12 Nov 2010 16:55
Last Modified:14 Mar 2022 13:36

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