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A study of applicants’ preference on choosing a postgraduate programme using Discrete Choice Model

Is having a degree of a postgraduate programme necessary and indispensable? Over the recent decades, it is noticeable to find that experienced professionals with a postgraduate degree would move up the corporate ladder relatively faster than those who do not. Because of that, professionals seeking for master degree or above are growing. In parallel, many universities in Hong Kong are offering various postgraduate programmes to attract potential applicants resulting in severe competition among universities themselves. Leveraging on the Discrete Choice Model (DCM) and sensitivity analysis, this study examined how the six essential attributes would make an impact on the ranking of a postgraduate programme. To validate the model, three hundred and thirty-nice responses were collected through a mass survey. Our findings highlighted that reputation of the university, practicality of the programme, focuses on future economies and cost of the programme were more important factors than location of the university and internationalization of students’ profile for potential applicants to choose a postgraduate programme in Hong Kong. This study intended to offer practical insights and direction for universities when designing a better and more attractive postgraduate programmes.