@article{sia2011postsecondary,
  title = {Post-Secondary Students’ Behaviour in the College Choice Decision},
  author = {Joseph Kee Ming Sia },
  year = 2011,
  url = {https://ibimapublishing.com/articles/JMRCS/2011/440964/},
  journal = {Journal of Marketing Research and Case Studies},
  volume = (2011),
  pages = 15,
  doi = 10.5171/2011.440964,
  abstract = {The objectives of this study are to explore Sarawak post-secondary students’ behavior in the college choice decision and to establish the rank of importance of the influencing factors in students’ college choice decision. A total of 512 post-secondary students in Sarawak are surveyed using questionnaires.  Data collected from the survey is analyzed using Statistical Package for the Social Sciences (SPSS).  A series of analyses, including descriptive and factors analysis were conducted on the data.  Results suggest that post-secondary students in Sarawak consider programme, cost, location, high school personnel, peers and friends and campus visit as important criteria in selecting higher learning institution.  Future research suggested to be carried out is on other aspects that influence student college choice decision such as academic achievement, educational consultant and accreditation.  Another direction for future studies is exploration of mediating variable such as parents’ expectation and encouragement on college choice decision.   },
  keywords = {institution of higher learning, post-secondary students, college choice decision, private higher education institution, marketing in higher education.},
  note = Article ID: 440964
}