Choosing Educational Services in Higher Education – a Theoretical Approach

Danuta Piróg

Abstract


The educational services sector in higher education has grown rapidly in the times of the market economy. At the same time forecasts say that future interest in higher education will decline. Consequently, there is a real hazard that numerous degree programmes will have to be closed down. In the face of such an unfavourable demographic situation, higher education institutions engage in strategies aimed at maintaining a steady number of enrolled students. One such strategy includes investigating what drives young people to continue their education at a university level, what their motivations in choosing a given university or a particular degree programme are. Research suggests that knowing mechanisms governing such decisions is conducive to planning reforms at higher education institutions – both in terms of their operations and curriculum. Reforms can in turn successfully reinforce the institution’s position on the educational services market. In order to conduct academically sound and practically useful research into factors which influence the educational decisions of young people, one needs to develop a theoretical framework that will be utilised to plan specific empirical research procedures. The conducted literature review indicates that there are currently no publications in Poland that would thoroughly describe mechanisms and motives behind choosing education services at a tertiary level. The objective of the current study is to present literature concerning theories of educational choices. This discussion can be then used as a foundation towards understanding the mechanisms behind decisions taken by young people, e.g. whether to pursue university education at all, where to study and which degree programme to pick.


Keywords


aspiration theory; hybrid model; motivation theory; personality theory; prospect theory; rational choice theory; signalling theory

References


Al Yousef, H. (2009). They know nothing about university – neither of them went: The effect of parents’ level of education on their involvement in their daughters’ higher education choices. Compare: A Journal of Comparative and International Education, 39(6), 783–798. DOI: 10.1080/03057920902913909

Alonderiene, R., Klimavičiene, A. (2013). Insights into Lithuanian students’ choice of university and study program in management and economics, Management, 18(1), 1–22.

Ardeńska, A., Tomik, R. (2014). Motywacja wewnętrzna, zewnętrzna i amotywacja na studiach w obszarze kultury fizycznej. Rozprawy Naukowe Akademii Wychowania Fizycznego we Wrocławiu, 47, 70–79.

Astin, A.W. (1993). What Matters in College: Four Critical Years Revisited. The Journal of Higher Education, 22(8), 74–75. DOI: 10.2307/1176821

Băcilă, M.F., Dorel, P.O.P.A., Alexandra-Maria, T. (2009). Marketing research regarding faculty- choice criteria and information sources utilised. Annals of Faculty of Economics, 4(1), 556–560.

Bailey, M., Ifenthaler, D., Gosper, M., Kretzschmar, M. (2014). Factors influencing tertiary students’ choice of study mode. W: B. Hegarty, J. McDonald, S.-K. Loke (red.). Rhetoric and Reality: Critical perspectives on educational technology. Proceedings ascilite Dunedin, 251–261.

Barber, N., Dodd, T., Kolyesnikova, N. (2009). Gender differences in information search: Implications for retailing. Journal of Consumer Marketing, 26(6), 415–426. DOI.org/10.1108/07363760910988238

Bergerson, A.A. (2010). College choice and access to college: Moving policy, research and practice to the 21st century. ASHE Higher Education Report, 35(4), 1–152.

Breen, R., Goldthorpe, J.H. (1997). Explaining educational differentials. Towards a formal rational action theory. Rationality and Society, 9(3), 275–305. DOI: 10.1177/104346397009003002

Chapman, D.W. (1981). A model of student college choice. Journal of Higher Education 52(5), 490–505.

Cichoń, S. (2012). Szkoła wyższa na rynku usług edukacyjnych. Edukacja Ekonomistów i Menedżerów: problemy, innowacje, projekty, 3(25), 11–27.

Coombs, C.H., Dawes, R.M., Tversky, A. (1977). Wprowadzenie do psychologii matematycznej. Warszawa: Wydawnictwo Naukowe PWN.

Cosser, M., Du Toit, J. (2002). From school to higher education? Factors affecting the choice of Grade 12 learners. The Student Choice Behaviour Project 1. Pretoria: HSRC.

Davies, M., Tikoo, S., Ding, L.J., Salama, M. (2016). Motives underlying the choice of business majors: A multicountry comparison. The International Journal of Management Education, 14(1), 50–61. DOI: 10.1016/j.ijme.2016.01.001

Deci, E.L., Koestner, R., Ryan, R.M. (1999). A meta-analytic review of experiments examining the effects of extrinsic rewards on intrinsic motivation. Psychological Bulletin, 125(6), 627–668.

Drapińska, A. (2011). Zarządzanie relacjami na rynku usług edukacyjnych szkół wyższych. Warszawa: Wydawnictwo Naukowe PWN.

Drewes, T., Michael, C. (2006). How do students choose a university? An analysis of applications to universities in Ontario, Canada. Research in Higher Education, 47(7), 781–800.

DOI:10.1007/s11162-006-9015-6 Eidimtas, A., Juceviciene, P. (2014). Factors Influencing School-Leavers Decision to Enrol in Higher Education. Procedia – Social and Behavioral Sciences, 116, 3983–3988. DOI:10.1016/j.sbspro.2014.01.877

Eriksson, L. (2011). Rational Choice Theory: Potential and Limits. New York: Palgrave Macmillan.

Feldman, K.A., Ethington, C.A., Smart, J.C. (2001). A further investigation of major field and person- environment fit: Sociological versus psychological interpretations of Holland’s theory. Journal of Higher Education, 72(6), 670–698. DOI: 10.2307/2672899

Feldman, K.A., Smart, J.C., Ethington, C.A. (1999). Major field and person-environment fit: Using Holland’s theory to study change and stability of college students. Journal of Higher Education, 70(6), 642–669. DOI: 10.2307/2649169

Fernandez, J.L. (2010). An explanatory study of factors influencing the decision of students to study at Universiti Sains Malaysia. Kajian Malaysia, 28(2), 107–136.

Gajda, J., Cichoń, S. (2013). Zarządzanie procesami konsumpcji usług edukacyjnych w szkole wyższej. Przegląd Naukowo-Metodyczny. Edukacja dla Bezpieczeństwa, 2, 141–168.

Gajderowicz, T, Grotkowska, G, Giergiczny, M., Czajkowski. M, Mycielski, J. (2015). Preferencje młodzieży względem usług edukacyjnych na poziomie wyższym. W: G. Grotkowska, U. Sztanderska (red.). Społeczne i ekonomiczne uwarunkowania dokonywania wyborów osób w wielu 19–30 lat dotyczących studiowania. Raport przygotowany przez Zespół Badawczy Wydziału Nauk Ekonomicznych Uniwersytetu Warszawskiego, 43–58.

Galotti, K.M., Ciner, E., Altenbaumer, H.E., Geerts, H.J., Rupp, A., Woulfe, J. (2006). Decision-making styles in a real-life decision: Choosing a college major. Personality and Individual Differences, 41(4), 629–639. DOI: 10.1016/j.paid.2006.03.003

Gottfredson, L.S. (1981). Circumscription and compromise: a developmental theory of occupational aspirations. Journal of Counselling Psychology Monograph, 28(6), 545–579. DOI.org/10.1037/0022-0167.28.6.545

Gromadzka, M. (2014). Idę na studia! – łatwo powiedzieć. Badania narracyjne studentek rozpoczynających studia w okresie średniej dorosłości. Rocznik Andragogiczny, 21, 197–211.

Heath, S., Fuller, A., Johnston, B. (2010). Young people, social capital and network – based educational decision – making. British Journal of Sociology of Education, 31(4), 395–411. DOI: 10.1080/01425692.2010.484918

Holland, J.L. (1973). Making vocational choices: A theory of careers. Englewood Cliffs, N.J: Prentice- Hall.

Holmegaard, H.T., Ulriksen, L., Madsen, L.M. (2014). The Process of Choosing What to Study: A longitudinal Study of Upper Secondary Students’ Identity Work when Choosing Higher Education. Scandinavian Journal of Educational Research, 58(1), 21–40. DOI: 10.1080/00313831.2012.696212

Horn, L., Chen, X. (1998). Toward resiliency: At-risk students who make it to college. Washington: U.S. Government Printing Office.

Hossler, D., Schmit, J., Vesper, N. (1999). Going to College. How Social, Economic, and Educational Factors Influence the Decisions Students Make. Baltimore: Johns Hopkins University Press.

Jackson, G. (1982). Public efficiency and private choice in higher education. Educational Evaluation and Policy Analysis, 4(2), 237–247.

Jæger, M.M. (2007). Economic and social returns to educational choices: Extending the utility function. Rationality and Society, 19(4), 451–483.

Joseph, M., Joseph, B. (2000). Indonesian students’ perceptions of choice criteria in the selection of a tertiary institution: Strategic implications. International Journal of Educational Management, 14(1), 40–44. DOI:.org/10.1108/09513540010310396

Kozłowski, W., Matczak, E. (2014) Aspiracje edukacyjne rodziców w stosunku do własnych dzieci. Edukacja, 1(126), 66–78.

Kusumawati, A., Yanamandram, V.K., Perera, N. (2010). University marketing and consumer behaviour concerns: the shifting preference of university selection criteria in Indonesia. Asian Studies Association of Australia 18th Biennial Conference, Adelaide, South Australia, 1–16.

Pozyskano z http://ro.uow.edu.au/cgi/viewcontent.cgi?article=1033&context=chsd) Lackland, A.C., De Lisi, R. (2001). Students’ choices of college majors that are gender traditional and nontraditional. Journal of College Student Development, 42(1), 39–47.

Long, B.T. (2004). How have college decisions changed over time? An application of the conditional logistic choice model. Journal of Econometric, 121, 271–296. DOI:10.1016/j.jeconom.2003.10.004.

Maniu, I., Maniu, G.C. (2014). A model of students’ university decision making behaviour. SEA – Practical Application of Science; vol. II, 3(5), 431–436.

Mazzarol, T., Soutar, G.N. (2002). “Push-pull” factors influencing international student destination choice. International Journal of Educational Management, 16(2), 82–90. DOI.

org/10.1108/09513540210418403 Melosik, Z. (2013). Edukacja uniwersytecka i procesy stratyfikacji społecznej. Kultura– Społeczeństwo–Edukacja, 1(3), 21–46.

Moogan, Y., Baron, S. (2003). An analysis of student characteristics within the student decision making process. Journal of Further and Higher Education, 27(3), 271–287. DOI.org/10.1080/0309877032000098699

Olssen, M., Peters, M.A. (2005). Neoliberalism, higher education and the knowledge economy: from the free market to knowledge capitalism. Journal of Education Policy, 20(3), 313–345.

DOI: 10.1080/02680930500108718 Pabian, A. (2016). Rynkowa orientacja szkół wyższych w Polsce – uwarunkowania, wyznaczniki, prawidłowości. Dąbrowa Górnicza: Wydawnictwo WZB.

Pike, A.G., Dunne, M. (2011). Student reflections on choosing to study science post-16. Cultural Studies of Science Education, 6(2), 485–500. DOI: 10.1007/s11422-010-9273-7

Piróg, D. (2013). Wybrane teorie przechodzenia absolwentów szkół wyższych na rynek pracy w warunkach gospodarki opartej na wiedzy. Prace Komisji Geografii Przemysłu Polskiego Towarzystwa Geograficznego, 23, 146–159.

Piróg, D. (2014). Konkurowanie uniwersytetów na rynku usług edukacyjnych w warunkach kryzysu gospodarczego i nasilających się trudności tranzycji absolwentów. Prace Komisji Geografii Przemysłu Polskiego Towarzystwa Geograficznego, 28, 117–130.

Piróg, D. (2015a). Przechodzenie absolwentów studiów geograficznych na rynek pracy. Proces, czynniki, predykcja. Kraków: Wydawnictwo Uniwersytetu Pedagogicznego im. Komisji Edukacji Narodowej.

Piróg, D. (2015b). ZAMEK. Rozpoznawanie predyspozycji zawodowych. Materiały metodyczno-informacyjne i narzędzia dla nauczycieli, doradców zawodowych, psychologów, pedagogów i rodziców. Warszawa: Wydawnictwo Nowa Era.

Porter, S.R., Umbach, P.D. (2006). College major choice: an analysis of person-environment fit. Research in Higher Education, 47(4), 429–449. DOI: 10.1007/s11162-005-9002-3

Sagan, A. Łapczyński, M. (2014). Modele hybrydowe CART-LOGIT w analizie podejmowania decyzji w gospodarstwie domowym. Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu, 336, 60–69.

Shankle, N. (2009). African Americans and College-Choice: Case Studies of Four Families. (Electronic Thesis or Dissertation). Pozyskano z https://etd.ohiolink.edu

Sikorski, W. (2005). Aspiracje. Studium psychologiczne i socjologiczne. Nysa: Oficyna Wydawnicza PZWS.

Simões, C., Soares, A.M. (2010). Applying to higher education: Information sources and choice factors. Studies in Higher Education, 35(4), 371–389. DOI.org/10.1080/03075070903096490

Spence, M. (1973). Job Market Signalling. The Quarterly Journal of Economics, 87(3), 355–374. DOI:10.2307/1882010 Szapiro, T. (1993). Co decyduje o decyzji. Warszawa: Wydawnictwo Naukowe PWN.

Tversky, A., Kahneman, D. (1991). Loss Aversion in Riskless Choice: A Reference-Dependent Model. The Quarterly Journal of Economics, 106(4), 1039–1061. DOI: 10.2307/2937956

Vrontis, D., Thrassou, A., Melanthiou, Y. (2007). A Contemporary Higher Education Student- Choice Model for Developed Countries. Journal of Business Research, 60(9), 979–989. DOI: 10.1016/j.jbusres.2007.01.023

Wach, K. (2010). Od człowieka racjonalnego do emocjonalnego. Zmiana paradygmatu nauk ekonomicznych. Horyzonty Wychowania, 9(17, 95–105.

Yamamoto, G.T. (2006). University evaluation-selection: A Turkish case. International Journal of Educational Management, 20(7), 559–569. DOI.org/10.1108/09513540610704654

Zain, O.M., Jan, M.T., Ibrahim, A.B. (2013). Factors influencing students decision in choosing private institutions of higher education in Malaysia: a structural equation modelling approach. Asian Academy of Management Journal, 18(1), 75–90.


Full Text: PDF (Polski)

Refbacks

  • There are currently no refbacks.