TY  - CONF
ID  - library_repository999
UR  - https://library.oum.edu.my/repository/999/
A1  - Tan, Joshua Juat-Huan 
A1  - Chiam , Chooi Chea
Y1  - 2014/12/01/
N2  - 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)
KW  - Choice experiment
KW  -  attributes
KW  -  open and distance learning (ODL)
KW  -  willingness-to-pay (WTP)
KW  - 
marginal rate of substitution (MRS)
TI  - A case study : using choice experiment in an open distance learning
AV  - public
M2  - Kuala Lumpur
T2  - Seminar Kebangsaan Pembelajaran Sepanjang Hayat 2014
ER  -