Field of study choice: using conjoint analysis and clustering

Research output: Contribution to journalArticlepeer-review


Purpose: The purpose of this paper is to measure student’s preferences regarding various attributes that affect their decision process while choosing a higher education area of study. Design/methodology/approach: The paper exhibits two different models which shed light on the perceived value of each examined area of study: conjoint analysis and clustering k-means algorithm. Findings: The findings of the used methods exhibit not only which of the attributes have the greatest influence on students’ decision-making process, but also shed light on which types of study areas are most preferred by respondents. Originality/value: The paper addresses a new view on students’ definition of higher education when adding the choice of selecting the “proper” area of study to one’s profile.

Original languageEnglish
Pages (from-to)179-188
Number of pages10
JournalInternational Journal of Educational Management
Issue number2
StatePublished - 2017


  • Area of study
  • Conjoint analysis
  • Decision support systems and marketing
  • Higher education and preferences

All Science Journal Classification (ASJC) codes

  • Education
  • Organizational Behavior and Human Resource Management


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