title: A case study : using choice experiment in an open distance learning
creator: Tan, Joshua Juat-Huan 
creator: Chiam , Chooi Chea
subject: LC5201 Education extension. Adult education. Continuing education
description: There are approximately 62 private higher education providers in Malaysia as on May 2014. Among them, there are  several institutions offer the open and distance (ODL) mode of teaching and learning pedagogy. Due to the ODL flexibility  mode, there has been quite a stir of competition in the education industry. Learners of ODL tend to be more challenging to  fulfill their needs as they have other commitments in life, hence the ODL mode to be chosen. Therefore, the ODL education  institution need to able to read and provide the necessary needs to these learners. The aim of this study is to investigate the  attributes that contributes to choosing an ODL private higher education institution in Malaysia and to explore the  consumer behavior in the area of student choice, and consumers’ willingness-to-pay price. Although there are studies on  the attributes that influence student choice of a university, but has failed to use the choice experiment theory to examine the  attributes that influence choice of course particularly an ODL mode. The sample population was 320 using face-to-face  interview. The results would be able to introduce the right marketing strategy for the institution in Malaysia. (Abstract by author)
date: 2014-12-01
type: Conference or Workshop Item
type: PeerReviewed
format: text
identifier: https://library.oum.edu.my/repository/999/1/library-document-999.pdf
identifier:   Tan, Joshua Juat-Huan  and Chiam , Chooi Chea  (2014) A case study : using choice experiment in an open distance learning.  In: Seminar Kebangsaan Pembelajaran Sepanjang Hayat 2014, 1-2 December 2014, Kuala Lumpur.     
relation: https://library.oum.edu.my/repository/999/