Field of Study Choice: Using Conjoint Analysis and Clustering

Research output: Working paperPreprint


This paper aims to measure student's preferences regarding various attributes that affect their decision process while choosing a higher education area of study. The study exhibits two different models which shed light on the perceived value of each examined area of study: 1. Conjoint Analysis and 2. Clustering K-Means algorithm. The findings of the used methods exhibit not only which of the attributes have the greatest influence on students’ decision-making processes, but also shed light on which types of study areas are most preferred by respondents. 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 languageAmerican English
StatePublished - 15 Feb 2016


  • Conjoint analysis
  • Fields of study
  • Higher education
  • Preferences


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