creators_name: Tan, Joshua Juat-Huan 
creators_name: Chiam , Chooi Chea
type: conference_item
datestamp: 2014-12-23 06:01:39
lastmod: 2014-12-23 06:01:39
metadata_visibility: show
corp_creators: Open University Malaysia (OUM)
corp_creators: Open University Malaysia (OUM)
title: A case study : using choice experiment in an open distance learning
ispublished: pub
subjects: LC5201
full_text_status: public
pres_type: paper
keywords: Choice experiment, attributes, open and distance learning (ODL), willingness-to-pay (WTP),
marginal rate of substitution (MRS)
abstract: 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
date_type: published
event_title: Seminar Kebangsaan Pembelajaran Sepanjang Hayat 2014
event_location: Kuala Lumpur
event_dates: 1-2 December 2014
event_type: conference
refereed: TRUE
citation:   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.     
document_url: https://library.oum.edu.my/repository/999/1/library-document-999.pdf