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CHAPTER 1

INTRODUCTION

1.1 Introduction

Nowadays, there were many public and private institutions offer various courses of

higher education. Factors affecting students making a decision in deciding which

courses to take in particular universities are an important issue to look into, but if the

research is being made throughout the whole Malaysia country and different

universities, large time and cost will have to be consumed.

Therefore, to narrow down and save time and cost consumed, the research

we carrying out is a study of the factors influencing UTAR quantity surveying

undergraduate student in choosing their courses. It is a survey based on 220

undergraduate students from Quantity Surveying courses of University Tunku Abdul

Rahman, who are enrolled for UEBE 2853 Quantitative Analysis and Operational

Research on January 2015 trimester.

In this chapter, we are going to discuss the problem statement of the topics,

research questions, research objectives and scope, justification, research design, chapter

organization and the chapters conclusion.

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In short, this chapter is to make an introduction to understanding of student

choice in higher education in Malaysia, the problems they face in making their decision,

our research questions and objectives of the research, the research scope we cover,

research justification and chapter organization or chapter 1.

1.2 Problem Statement

1.2.1 Location of University

Location of a university has been always a considering factors which student makes

their choice. If a university is too far from the student accommodation, transportation

to university is a problem because some university bus transport will not go for too far

area if the distance to school is too long. Then this ultimately leads to the

inconvenience of the students who wish to study in that particular university.

Sia (2010), Keskinen (2008) and Padlee et al (2010) had both identified

the same factor which is location is always a factor that affect student choice of

university. A university that has a strategic location could be a major attribute to

influence students decisions in choosing the University for their Further Study.

1.2.2 Low Cost

Cost of education is one of the problems for students, because their study fee is

normally borne by parents or from government loan. Too high the education cost may

ultimately lead to the financial stress to the parents or if a student having a loan for

their study, it will be a financial stress to those who freshly graduate but need to pay

for their previous study loans from the government.

Ancheh et al (2007), Wagner and Fard (2009) Padlee et el (2010) this

researcher have found out that the majority of the students were cost conscious, in

which they preferred to register in a higher education institution offering quality

courses at low costs. Therefore, it is advisable to the university to look into this issue,

and focus on the cost of education in promoting their education. Cost of education

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is included fee, such as tuition fee, accommodation fee, exchange rate etc. Nowadays

students are being smart in spending their money on education.

1.2.3 University / Academic reputation

University or academic reputation is important for a student to make their choice. As

we can see from the news, some university offers fake certificate for students. This can

lead to legal issue. Thus, it is important for students to consider and look into this

factor before they made their choices.

Daily et al (2010) reported that reputation of the institution was one of the

attribute for students to pursue in a course. University reputation has a tremendous and

direct effect in affecting students choice of university. Importance of universities and

academic reputation has been mentioned in the studies done, but Sia (2010), Obrien

et al (2007). They had pointed out that this factor is a powerful factor that affecting

students choice of higher education institution.

1.2.4 Facilities and information supplied by university

The availability, if sufficient and contemporary facilities were one of the highly

important considerations in choosing a university. A university with a poor facility

cannot provide their students a good learning environment. Poor facilities in school

will also affect a universitys reputation. This factor had been discussed by the

following researcher Price et al (2003), the author had mentioned that high standard

facilities could be considered as a relevant factor that influences the students decision.

1.2.5 Family / Peers Influence

Family and peers always give their opinion to the student base on their own experience.

This sometimes may cause misleading as some parents wish their children to choose

the course which they cant achieve during their past and hope their children can do it

for them. However, students or children may not be interested in the course, this

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ultimately will lead to the high fail rate, stress of study and suicide case which we

always see in the newspaper.

Yamamoto (2006) has found that interpersonal influence of others, such

as parents and peers, has proven to significantly affect the students choice. Family

members played a crucial role in many stages if decision making for graduate studies.

Thus, parents, peers who provide sufficient encouragement and support to students can

affect their decision directly. This study had also been supported by Ivy (2010),

Wagner and Fard (2009) and Johnston (2010).

1.2.6 Availability of Financial Aid

Some university will provide financial aid for top students, but this had ignored the

normal academic performance students because they may also need a financial aid.

Not every student is eligible to get a loan from the government to continue or further

their studies thus into this situation, availability of financial aid from university or

surrounding society and or any parties involve is important to look into.

Yusof (2008) found that financial assistance offered by university and

government is very important attributes expected from a particular higher education

institution of choice. Thus, students who receive financial aid awards are more likely

to enter higher education. This factor of studies is supported by Jackson (1988), Litten

(1982), Manski and Wise, (1983), Ismail (2009).

1.2.7 Employment Opportunities

We can see many fresh graduate students cant find a job after a few months they had

graduated. This issue has long existed in the society, thus the employment

opportunities after graduate from that particular university is important. Student are

often attracted to career opportunities provided after graduation.

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Saview (1998), Paulsen (1990) stated that students often made a choice

based on existing job opportunities for graduate students. They are interested in

outcomes. Therefore, it can be said that employment opportunities is a significant

predictor that influences a student choice decision.

As a conclusion, we are going to carry out a research on the factors

influencing and affecting undergraduate student choice in order to identify the factors

influencing the student decision.

1.3 Research Questions

What are the factors influencing and affecting undergraduate student choice?

1.4 Research Objective

1. To identify and rank factors influencing undergraduate student choice of higher

education

2 To identify the underlying structure of factors influencing undergraduate

student choice

3 To identify and rank information sources in the undergraduate student choice

decision.

4 To identify the underlying structures of information sources in the

undergraduate student choice decision.

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1.5 Research Scope

The respondent for this research reports are all undergraduate students of quantity

surveying in University Tunku Abdul Rahman enrolling in UEBE 2853 Quantitative

Analysis and Operational Research on January 2015 trimester. They are responsible to

undertake the full- fledged survey.

1.6 Research Justification

The objective of this research is to identify the factors influencing the undergraduate

student choice in University Tunku Abdul Rahman (UTAR). There are a few reasons

we conduct this research.

1. Similar research has been carried out in other country but not Malaysia, so this

research is important to help us identify the factor of student choice in Malaysia

2. The internal factor and external factor affecting student choice varies among

each others, so it is important for us to find out the major factor.

3. From the factor that we identify, we may ultimately achieve in produce a model

for university, parents, or students to use as a guideline when making choices.

4. This research also helps students who making choices avoid from complexity

if choice process.

5. Reduction of the impact on the poor choice since research has been carried out

and sufficient data have been analysis for future guidance.

6. To university, it helps the university department to recognize the factors

influencing the students choice and thus improvement can be made to develop

a better future.

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7. For students, it provides a clear guideline and help them to make decision more

wisely and more accuracy.

1.7 Research Design

Objective Tools Sources

1. To identify and rank factors

influencing undergraduate student

choice of higher education.

Questionnaires

Undergraduate students of

quantity surveying in

University Tunku Abdul

Rahman enrolling in UEBE

2853 Quantitative Analysis

and Operational Research

on January 2015 trimester

2. To identify the underlying

structure of factors influencing

undergraduate student choice.

3. To identify and rank information

sources in the undergraduate

student choice decision.

4. To identify the underlying

structures of information sources in

the undergraduate student choice

decision.

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1.8 Chapter organization

Chapter organization is required to ensure readers understanding and easy to read

from the introduction into the process of the whole research report.

This research report will be compartmentalized into 5 chapters:

Chapter 1 is the introduction of the whole research topic. The topic or title of our

research is factors influencing undergraduate students choice in university. This

chapter basically provides information on the problem statements, research question,

research objective, research scope, research justification, research design, chapter

organization and conclusion of the whole chapter 1. From this chapter, we can have an

idea on what the whole research is going to be studied and scope of the research.

Chapter 2 will be literature review. Literature review helps us to further discuss the

problem stated in chapter 1. It discusses published information in a particular subject

area, and sometimes within a certain time period. It gives a new interpretation of old

material or combine new with old interpretation. Depending on the sources we have,

it may further evaluate the sources and advised reader of the most pertinent or relevant.

Chapter 3 consists of research methodology. This part will discuss the process used

to collect information and data for the research report. The methodology may include

published research, interviews, surveys and other research techniques, but in this

research report, we only use questionnaire. Details n research process and data analysis

procedure will be discussed and shown in this chapter.

Chapter 4 consists of about data analysis / results and discussion. In this chapter, we

will analyse the data we get and make it all into table form for easy understanding,

coding and coordinating.

Last but not least, Chapter 5 which addresses conclusion and recommendations is a

chapter that report our achievements of research objectives, research contributions,

study limitations and also recommendations for future research.

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1.9 Conclusion

This research report aims to develop a conceptual framework for undergraduate

student choice decision in UTAR. The framework is developed based on the literature

review. To further promote our understanding of the factors, the questionnaire is

needed to be carried out.

The relationship between the factors to the undergraduate students as well

as further information and data analysis will be carried out and discuss in the following

chapters. The data gathered will provide suggestions, recommendations and solutions,

for improvement of higher education policies and practices. The important data

gathered, analysed and discussed will provide universities, parents and students more

about the range of choices available, and thus providing them make a better choice and

ascertain whether their educational and financial investment is worthwhile.

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CHAPTER 2

LITERATURE REVIEW

2.1 Introduction

In the 21st century, people realize that the importance of education for their future

career life. Now day people try their best to further their study before getting into their

career life. These cause the high demand of higher education institution in the market.

In Malaysia, there is 20 Public Universities, 45 Private University, 30 Polytechnics

and 78 Community Colleges which register under Malaysia Qualification Agency and

a few hundred more institutions which are not registered under MQA. There are bundle

of choice for the students, but these make them more confuse. So in this chapter, we

will provide a research overview to know more about the factor that influencing the

undergraduate students choice and the Malaysia higher education (IPT) system. The

case studies include the main focus of the research as described in the previous chapter.

The content of the literature review is included:

The Malaysia higher education system

Higher education in University Tunku Abdul Rahman (UTAR)

Selection process

Factors influencing undergraduate students choice

Information resources for students university choice decision

Conclusion

These are important clarified the importance of the particular study and analyse the

investigation of relevant research studies. Boote, D.N. & Beile, 2005 claimed that a

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literature review is a process which penetrate deeply about the research information

and consist of the documentation and articulation of relationships between the

literature and any relevant field of research.

This literature review is based on the secondary research data for identification

of relevant work. The data are included the personal recommendation, citation and

several research data, analysis from different fields of academic which found from

newspaper, online article, library, publications, articles, journal and other research

report that related to this topic. The main idea of this research is taken from the article

that have been published at the Aberdeen Business School, The Robert Gordon

University, Aberdeen, UK by Mr. Senga Briggs with the title of An Exploratory

Study of The Factors Influencing Undergraduate Student Choice: The Case of Higher

Education in Scotland. Following there are some subtopics that will further discuss

about the relevant topic.

2.2 Malaysia higher education system

In the last 2 years, Malaysia higher education has gone through a metamorphosis.

Malaysia higher education system also can call as Malaysia tertiary education.

Malaysia higher education system is arranged as Figure 2.2.1.

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Figure 2.2.1 Choice after SPM

From the Figure 2.2.1 we can clearly show the system of Malaysia tertiary

education. We found out that there is plenty of choice for those students who have

completed their study of SPM. So these are the main cause that makes the students to

confuse on what they have to choose for their further study. Generally, universities in

Malaysia are categorized into public and private universities. The locally established

universities and campuses of foreign universities are included as the Private

universities.

The higher education of Malaysia is classified based on the Malaysia

Qualifications Framework (MQF). A centralized system of posting secondary

qualifications has been set up by the MQF to offer on a national basis, both in

vocational as well as higher educational sectors. During the period 2004 till 2013, the

job of overseeing higher education system in Malaysia has been assigned by the

government to the Ministry of Higher Education (MoHE).

Besides, Malaysia higher education system is protected by the legal system.

There are several regulated fields such as Education Act 1996, Private Higher

Educational Institutions Act 1996, Universities and University Colleges Act 1971 and

SPM

STPM

A-Level

Matriculasi

Diploma

DegreeMaster of

Science degrees

Doctor of Philosophy

degrees.

Foundation

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National Council on Higher Education Act 1996. All these regulated fields are used to

strictly ensure and update the quality of the Higher Education of Malaysia.

In March of 2006, the MoHE had introduced the National Higher Education

Strategic Plan (NHESP) in the Ninth Malaysia Plan (9th MP) as the second phased that

governments effort to achieve Vision 2020. In this plan, the MoHE has the main

responsibility to initiate the mission for raising the capacity of knowledge and

innovation.

In the meantime, the formulating of NHESP is to improve higher education within

the context of establishing Malaysia to become the international hub with excellence

in higher education. This reformation of the strategy is one of the main pathways

towards the achievement of the higher education system beyond 2020.

The NHESP is included with seven (7) thrust as below:

Thrust 1: Widening of access and Increasing Equity

The MoHE will be highly promoted and improve the standard of higher

education of Malaysia through diversified meritocracy. Every year the

government will look for those people who have a good sense of talent and

give them an offer for their further study in local university. At the same time,

the MoHE also will provide higher education, human capital development fund

such as prestigious scholarships (for outstanding students) and special

scholarships (for specific groups).

Thrust 2: Improving the quality of teaching and learning

To improve the graduate students skill, the MoHE not only provide the

transformation in the updated theoretical knowledge for the students in

university, the MoHE also focuses on the practical work of the students.

Therefore the government has enforced the national policy on industrial

internship for those undergraduate to improve their practical skill. At the same

time, the MoHE also encourages the universities to recruit more lecture with

industry attachment so that the lecture can give more practical

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knowledge, based on their knowledge and sharing their working experience. In

between, the MoHE also encourages the university students involve more in

the soft skill activities to have a more interactive learning methodology and the

widening usage of language such as English Language. All these will help for

the graduate students to be more versatile and marketable graduates.

Thrust 3: Enhancing research and innovation

Now days most of the universities have bought in a lot of high technology

equipment for teaching purposes, but most of the time the equipment has not

frequently been used. To enhance the usability of the equipment, the MoHE

encourage development of a critical mass of researchers. In Malaysia there are

6 main research universities such as University Malaya, University Science

Malaysia and University Putra Malaysia. They provide research on some new

technologies or research test for different factor, for example in construction

field. The University Malaya will provide the equipment to do cube test or they

will provide equipment for testing the workability of new Industrial Build

System (IBS). These activities are also will improve the innovation culture

among students. 10% of the research finding is commercialized in the field.

Thrust 4: Empowering the institutions of Higher Education (IHE)

In Malaysia there is only one APEX (Accelerated Program for Excellence)

University among existing IHEs which is University Sains Malaysia and this

special status is accorded by the MoHE. Besides, the top three IHEs of

Malaysia are ranked in the top 50 of world renowned universities. This shows

the quality assurance of universities of Malaysias standard are getting the

confirmation of the global. For keeping the quality, the MoHE has been hired

75% of the lectures with PhD qualifications and the autonomy of the systems

are based on Key Performance Indicator (KPIs).

Thrust 5: Intensifying Internationalization

In the last ten years, MoHE have tried their best to have a wider collaborative

networking with foreign Institution of Higher Education (IHE). On average,

10% of overall enrollment consists of international students, especially in

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private IHE and 5% of them will be arranged in competitive course. At the

same time, MoHE also hired 15% of the foreign countries teaching staff for

those research Universities. Besides, MoHE also provides some international

scholarships to those students who have excellent performance. The MoHE

also will offer the chance for those excellent students to have their studies at

oversea or some renowned international universities.

2.3 Higher Education in UTAR

History of UTAR

In year 2001, the President of Malaysia Chinese Association (MCA) received an

invitation to establish a university. The Tun Dr. Ling Liong Sik and his committee

have drawn up a framework to establish the university when they get the invitation.

Then the pass Principal of Tunku Abdul Rahman College, Datuk Dr. Ng Lay Swee

was appointed as the first President and CEO of UTAR Education Foundations CEO.

He leaded his committee to prepare the necessary papers ready for getting the approval

from the local authorities for setting up the university.

In June 2012, the first UTAR campus has been set in a building which the old

premises owned by the Star in Section 13 of Petaling Jaya. UTAR began with the

Faculty of Arts and Social Science (FAS), Faculty of Accountancy and Management

(FAM) and Faculty of Information and Communication Technology (FICT). UTAR

was offering eight honors degrees programme for the first 411 pioneer students. In

April 2008, Ir Professor Dato Dr Chuah Hean Teik took over the helmet as the new

President of UTAR.

Today, UTAR have been enlarged its organization and now UTAR are

separated into 4 campuses which offering 116 programmes in fields including the

foundation studies, undergraduate studies and postgraduate studies for more than

24,000 students in its 10 faculties. The employability of UTAR graduates exceeded

97% within 6 months after their graduation.

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Campuses

UTAR has made their effort to establish a better reputation of the University to achieve

excellence in teaching and research. There are 4 campuses, Petaling Jaya, Kuala

Lumpur, Bandar Sungai Long and Kampar. The students are located based on their

choice of programme.

Petaling Jaya Campus

The Petaling Jaya campus is located in Section 13, Petaling Jaya, Selangor Darul

Ehsan. This is the first campus of UTAR which establish in year 2002. It has 3

buildings. This campus offers students some learning facility such as library, computer

laboratory and science laboratory to help for students study and research purpose. This

campus is including the Faculty of Creative Studies (FCI), Centre for Extension

Education (CEE), Centre for Foundation Studies (CFS PJ), Institute of Chinese Studies

(ICS PJ), and Institute of Postgraduate Studies and Research (IPSR).

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Sungai Long Campus

This campus is a 10 stories high building which is surrounded by the restaurants, bank

and other amenities. It is situated in Bandar Sungai Long and opposite of Hospital

Bandar Sungai Long. This campus is established in the year 2005 this was the Centre

for Foundation Studies and it was bought by UTAR from the developer in the year

2009. This campus owns a library, cafeteria and computer laboratories. There are 2

faculty, Faculty of Accountancy and Management (FAM) and Faculty of Medicine

and Health Sciences (FMHS) in this campus. This campus also includes the Institute

of Management and Leadership Development (IMLD).

Kuala Lumpur campus

The Kuala Lumpur campus is allocated in Setapak and it is next to the Tar College.

This campus was established in the year 2004 and it is rented from Tar College. The

only faculty that exists is Lee Kong Chian faculty of Engineering and Science (LKS

FES). This campus provides a broad range of facilities for the students study and

research purpose. At the same time, they also provide some space for the purpose of

recreation activities.

Kampar campus

The Kampar campus sits on a 1300-acre piece of land which donated by the

government and it is located in the Western city of Kampar in Perak. The ground

breaking ceremony of construction was conducted by the Pass Minister of Country,

Y.A.B. Dato Seri Dr. Mahathir Bin Mohamad. In year 2007, the first 500 students are

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recruited while the open of UTAR Perak campus. This campus is surrounded with the

mountain and lake and they also provide the latest learning information and

technologies for the student research and study purpose. There are 5 faculty in this

campus: Faculty of Arts and Social Science (FAS), Faculty of Business and Finance

(FBF), Faculty of engineering and Green Technology (FEGT), Faculty of Information

and Communication technology (FICT), and Faculty of Science (FSc). Besides, this

campus also includes the Centre for Extension Education (CEE Pk), Centre for

Foundation Studies (CFS Pk) and the Institute of Chinese Studies (ICS Pk).

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Sungai Long New Campus Building

With the growth and expansion of UTAR, the new campus building beside the current

Sungai Long Campus is constructed and it is scheduled to be completed in mid 2015.

When this building is completed, the other 2 Klang Valley campus, Petaling Jaya and

Setapak campus will be moved in and will be merged in Sungai Long.

Achievement of UTAR

UTAR has the high reputation of their programme among the private universities.

UTAR not only provide the affordable tuition fee and they also get some accreditation

of their programme quality from certain professional organization. For example,

UTAR has the excellent qualification in accreditation from the Malaysian

Qualification Agency (MQA) in the category of System for Malaysian Higher

Education Institution (SETARA11) and the Discipline-Based Rating System (D-

SETARA) for Engineering in Malaysia. Besides, all the UTAR professional courses

are accredited and recommended by the professional board and society such as CIDB,

RICS and ACCA. At the meanwhile, UTAR also was listed in the top 300 Universities

in Asia by Quacquarellie Symonds (QS) Worldwide University Ranking for two

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consecutive years, 2012 & 2013. The UTAR Perak Campus also gets the Gold Pam

award from the Pertubuhan Akitek Malaysia (PAM) in the education category in the

year 2013.

At the same time, graduate students from UTAR are highly consumed in the

career field. 97% of the graduated students from UTAR will be employed within 6

months after graduation. All these are because the UTAR are well trained to fix

themselves in their fields and the students have to pass truth all the highest standard

exam and the student are well trained in their soft skill which is every important for

their future but being ignored by most of the other university.

To make sure the students are well prepared for their future career challenge,

UTAR have provided a student placement programme which is compulsory for all the

students before their graduation. Before this programme, UTAR will make sure all

students achieve the minimum goal with exempted minimum credit hours to make sure

the students are well trained and they have enough basic knowledge in their field

before they go for placement. This will help to student to have a clear mind set on their

field and it will help for the Final Year Project research.

Quantity Surveying

Quantity Survey is a professional progress which required the skill combination of

economic, measurement technique, construction basic knowledge, legal system of

contract and managerial system. The programmes provided in UTAR do not only

prepare the students to be a skillful Quantity Surveyor, the student also is well prepared

to accept a different role that within their ability such as purchasing manager, site

supervisor and etc. Quantity surveying also is one of the famous subjects in UTAR

others then accounting which have high course reputation because the course offer by

UTAR is accredited by the RICS, the Quantity Surveyor Board. The examination

guidelines and standards are always updated and examine by those external examiner

from Queensland University, Australia.

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Each student is well trained to achieve the minimum skill required for the

career life. The students are being trained on the basic knowledge of the construction

technology, building services and equipment, construction law, estimating skill,

management skill, and measurement skill. These are the courses that required to know

by the Quantity Surveying students of UTAR:

Besides, UTAR also have arranged a 6 months periods industrial training for

the students. Each student who has gained enough credit hours need to go for industrial

training before they are getting into their final year. During the period of industrial

training, each student must practice on all the skill they have been learning in

university and they can get more practical knowledge. This will help to the students to

get clearer mind set and well prepare for their Final Year Project research.

YEAR 1

Construction Technology I

Construction Technology II

Building Materials

Technical Drawing and CADD

English for Professionals

Site Surveying

Measurement of Building Works I

Building Services and Equipment I

Building Structural System

Management Principles

Organization and Human

Resource

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YEAR 2

Measurement of Building Works

II

Building Services and Equipment

II

Measurement of Civil and

Infrastructure Works

Construction Financial Practice

Economics of the Construction

Industry

Introduction to Law and

Malaysian Legal System

Professional Practice I

Estimating

YEAR 3 Contract Administration I

Measurement of Building Works

III

Quantitative Analysis and

Operational Research

Applied Construction Technology

and Maintenance

Construction Management

Construction Economics

Industrial Training

YEAR 4

Contract Administration II

Construction Law

Computer Aided Quantity

Surveying

Project Management

Development Economics

Value Management

Professional Practice II

Current Construction Issues

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2.4 Selecting Process

After the secondary schools study, those students who wish to have their further study

will be suffering on which university or college should be their choice. In this process,

every student need to do their analysis and research properly because their choice will

affect their future. During this period, some students feel conscious because they have

no aim but some they have the dream that need to be accomplished.

While students are in their secondary school, the school is preparing some

activities to make the students to have a clearer mind set on the higher education. The

secondary school will arrange some talk with the speaker from some universities.

Sometimes they might bring the students go to have some visiting to the universities

or joining some competition which organize by some universities.

At the same time, students also can get some information in online research or

some magazine from Future Study Intelligent Centre, which have the collection of

information for universities or college from Malaysia or overseas. From here, the

students can know about the background of the universities and some information

about the courses.

Other than that, every year the government or the private sector will organize

some education fair in every state. In there, students can get the updated information

from the universities and they have some staff to answer the query of the students.

Besides, some of them also will provide some career service. They will provide a

counselling section to find out the interest of the students and base on the analysis they

will give a professional recommendation on the field that suit for the students as their

reference to choose courses.

International Construction

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Figure 2.4.1 Study Options for Further Higher Education Study of SPM

Those students who wish to continue their studies in higher education, they need to

achieve the minimum grades of SPM (Sijil Pelajaran Malaysia) which required by their choice

of pre-university programme, such as matriculation, form six, foundation and A-levels before

proceed with the undergraduate programme. Other than that, students also have other choice

other than the pre-university programme which stated in Figure 2.4.1.

2.5 Factors Affecting Undergraduate Students Choice

The factors which affect choice of university involve significant decisions which have

the potential to change an individuals life success in career. However the processes

influence this decision is lengthy and complicated. While the choice process has

changed significantly during the past half-century as a result of changes in the student

population as the development of institutional admissions and marketing practices by

26

Kinzie, et al., 2004. Hence, student choice is a basic and integral part of research on

higher education. For unlike elementary, primary and secondary schools which have

the freedom to choose. They must decide whether to go to university, which university

to enroll in either public universities or private universities, what to major in, which

courses to take and so on. Factors such as reputation factor, institution features factor,

information factor, demographic factor and employment factor play an important role

in making decisions.

2.5.1 Reputation Factor

Reputation means the impression of a person or an organization to somebody or the

value of the people or organization is built up by the past events, ranking or

achievements. According to our studies done, reputation factor is one of the main

factors that affect the students' choice for higher education institutions.

Reputation factors can break down into academic reputation, teaching

reputation, quality of faculty and research reputation. All this sub factors are

connecting with each other. The poor reputation and good reputation of the universities

also will bring some effect to the recruitment of new students. The students can observe

the reputation of the university based on the quality of teaching staff or lecturer and

the arrangement of faculty in the campus for the students furthering studies program.

2.5.1.1 Teaching reputation

Teaching reputation refers to the quality and styles of teaching method of the lecture

to the university or the course. For example, quantity survey needs to have more

practical work on their knowledge in construction so the lecture can arrange for any

site visit or more sharing to gain more practical knowledge of the students. Besides,

the method that used by the lecture to conduct the lecture is important too. The students

would like to prefer some interaction between the lectures and students or they are

expecting to the lecture to grab their attention for the class. A lecture with high

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teaching reputation should be expert in their field so that he can provide more sharing

with the students on their experience rather than the theories in lecture note. An

instructor assessment had an influence on student selection of courses (Keskinen et al.,

2008; Sidin, et al., 2003) Soutar & Turner, 2002). This means that the high reputation

of teaching will lead the university to have a better reputation and more recruitment

for the university.

2.5.1.2 Quality of faculty

Each university is divided into several faculty for different purposes. For example,

UTAR has Faculty of Art and Social Science, Lee Kong Chian Faculty of Engineering

& Science, Faculty of Business and Finance and etc which lead by different Head of

Department. So different management style applies for different faculty. In the book

Asian Journal of University Education (2011), Norainis research on Students

perceptions and expectations for the service quality in Malaysia higher education, she

found that the well organize and effective management of the faculty will indirectly

affect the university reputation and the choice of students.

2.5.1.3 Academic Reputation

According to the American Freshman: National Norms Fall 2013, a very good

academic reputation was the most important factor influencing university decisions.

Academic reputation is largely subjective. Even Times Higher Education admits this

much in their 2014 world reputation rankings. Students choose a university based on

reputation. It is defined as more important than how much it costs, where the college

is located or even course content. As they believed that the university brand they

choose will determine the level of academics and resources available and will be a

reflection of their own reputation for a lifetime.

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2.5.1.4 Research Reputation

The reputation of the institution was found to be the most important factor in a

students decision of a place of further study. According to Ancheh et al, recognition

and reputation of the institution are the strongest evaluative characteristics used by

students in their selection of higher education for both private universities and colleges

in Malaysia. The reputation of an institution is also a consideration in a students

university choice. Given the growing numbers of higher education institutions,

students are becoming more critical and analytical in their selection of educational

institutions. (Binsardi and Ekwulugo, 2003). Studies show that an institutions good

image can strongly affect the students preference for the institution. (Mazzarol, 1998;

Bourke, 2000; Gutman and Miaoulis, 2003).

2.5.2 Institution feature factor

Institution features factor are the features that provide by the university such as its

reputation with disabled, competition for a place, programme flexibility, cost of the

package, academic support facilities, and the first university to offer a place. These

features are sufficient to affect the students choice of courses or university.

2.5.2.1 Reputation with disabled

In the book Disabled Students in Welsh Higher Education by Karen (2013), this

research shows that disabled students were more likely to apply for certain types of

courses. Those disable students will look for the facility that provide to them and the

university will be restricted by dominant policy response towards disabled students.

Thus, a university that fails to attract disabled students will definitely affect the

students choice of it.

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2.5.2.2 Competition for place

According to the book Off-Track Profs by Cross and Goldenberg (2009), nowadays,

many students had faced the rise of competition for a place and resources to join a

highly reputable university. The students compete for place to enroll in the university

or courses that they preferred. High academic point scores are required as the pre-

requisites for admission to certain courses when the places supplied by the course are

less than the student demand (Silberman, 1982). Thus, students would tend to choose

the courses where competition for places is less (Silberman, 1982).

2.5.2.3 Programme flexibility

Students selection of an institution of higher education is also related to the type of

programmes offered by the institution. Hooley and Lynch (1981) suggest that the

suitability of the programmes is the most consideration in students university choice.

Krampf and Heinlein (1981) found that prospective students compared

programmes offered by various institutions to access their suitability. Students

evaluate programmes based on the following criteria: selection of courses (Qureshi,

1995); availability of courses and entry requirements (Bourke, 2000); quality and

variety of education (Shanka, Quintal and Taylor, 2005); and the quality and

flexibility of degree/course combinations (Holdsworth and Nind, 2006).

2.5.2.4 Cost of package

Tuition and fee rates can vary significantly from university to university, as there are

no standard government set fees in the Malaysia. Understand the terms of each source

of financial aid you receive loans must always be repaid, while scholarships are

almost always money that is not repaid. Finances are a basic consideration for students

and the effect of school fees varies. Studies show that demand for private universities

tends to be at a higher level of price sensitivity than public ones (Bezmen & Depken,

30

1998). One element linked to the students choice of institution is the cost of education

and financial aid. If cost is an obstacle for students, then the solution to the problem is

financial aid. Foskett, Maringe and Roberts (2006) found that the flexibility of fee

payment, availability of financial aid, and reasonable accommodation costs exert a

significant influence on the student choice of a higher education institution

2.5.2.5 Academic support facilities

The quality of academic facilities was another top consideration for applicants. When

an open day, make sure you check out the academic facilities you are expecting to use

whether it is the library, IT suites or laboratories. Reynolds & Cain (2006), in their

study of the influence of facilities on the of student recruitment and retention in the

United States discovered that campus attractiveness and facility quality influenced

students decision processes, though not necessarily a deciding factor. However, the

absence or insufficient kept up important facilities may likely have a negative impact

on choice for a significant number of respondents. Other facilities that students may

take into consideration include recreational facilities (Joseph and Joseph, 1998) and

athletic or sport facilities (Maguire and Lay, 1981)

2.5.2.6 First university to offer place

The first university to offer place means the first offer that students received among

the universities that have been applied. The first university which offered place might

not be the first choice of university of the student. It is possible that they reject the

offer if the university does not offer their first-choice course. Thus, might not much

affecting on the choice of the students.

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2.5.3 Information factor

Nowadays, students are given a lot of choice of different university lifestyles, and

course offers, but they need to get the information for their future university lifestyle

and condition. They expect to have some information which can convince them to

make the decision. Therefore, every university should provide clear information about

how the subjects that students choose to study in the form six, or at college can affect

their options at university and their chances in life. So that, students can make well-

informed-decisions. With the guidance of the right information will give you more

options when the students know which subject they want to study. Well define of the

information provided can help the student to determine which degree courses that

offered at each university. This review has offered insight into the challenges of the

undergraduate choice process. It says that students can be badly informed about the

five components which is cost of package, accommodation for the first year,

information supplied by university, entry requirements and social life nearby.

2.5.3.1 Guidance from parents.

The process of applying to and beginning university involves many important

decisions. While parental guidance can be a valuable source of support at this time.

We will find some helpful information to enable us to make a good decision. Familial

groups such as parents and relatives along with those with influential significance,

such as teachers all have an impact on school selection (Oosterbeek, et al., 1992;

Hossler, et al., 1999). Studies in Asian countries, predominantly found that reference

groups such as parents influence a students choice of a university. They can exert a

strong influence on students decision making in the students choice of university in

Malaysia. Research literature dealing with parental influence focuses on how parents

shape their childrens plans.

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2.5.3.2 Accommodation for first year

Due to the problem of new students are strange with the new environment, some

universities and colleges have offered accommodation for those first year students.

This makes those students who came from another country or state easier because they

might apply to the university through the internet and they did not go through the hassle

of house hunting in the area that they do not know well. Indeed, some universities and

college students have to apply the accommodation for first year study by booking

before deadline or out of rooms, and may also need to offer some kind of guarantee as

promise. Those universities and colleges should clearly state the information of

housing provided in their main prospectus and website. However, many private

universities and colleges, mostly are not provided accommodation service for their

students. Due to this, the institution will list out a number of available housing and

special services for students. Normally, the accommodation provided by an institution

is much cheaper than private sectors and it may have a waiting list by using a first

come first serve basis to allocate the available rooms. University rooms are suitable

first year students moving into a building full of similar and newly arrived students.

2.5.3.3 Information supplied by university

Information required by the students should be provided by the university. Because

poor intention of universities will cause most of the students are badly informed about

the institutions to which they are applying (Pearson, 2012) and that bad information

may lead to the poorer decision-making (Pearson, 2006). A group of people (Ellwood

and Kane, 2000; Avery and Hoxby, 2004; Long, 2004), had done few researches on

students choice of studies by picking up university and pre-university students as they

respond and they found out that the information provided by the university or

institution is one of the key point for them to choose either to enter or not to.

Information factors which we are going to discuss are about cost package,

accommodation for the first year, information supplied by the university and entry

requirement.

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2.5.3.4 Entry requirements

Entry requirements are the strategies that set by the university to secure the place of

students and the quality of the students. In the research of Brown, Variety and Pal

(2009), they found out that entry requirements will directly affect the choice of

students. Entry requirement will be set based on a different course. For example, the

requirement for those students who choosing for medical subject might need to have

at credit on their science subject especially Biology and Chemistry. For those who

have taken social art subject, such as public relation and psychology, they need to have

at least 5 credit, including English for the minimum requirement of the entry for the

subject. Besides, some of the students choice will directly affect by the entry

requirement. For example, those who taken art stream in their secondary school, their

option will be restricted to those art-based course. To ensure the students have the clear

mind set on every requirement for each course, the university should clearly state out

the detail of entry requirement in their website or booklet.

2.5.4 Demographic Factor

Demographic factor is considered about the socioeconomic characteristics of a

population expressed statistically. For example, in this research study are age, gender,

and education level. Most of the students will conscious of the environment of the

university which they need to stay for at least 3 years in that area. For example, some

of the students prefer to have their foundation study in UTAR Kampar Campus rather

than the Petaling Jaya Campus due to the environment of the Lakeside Campus of

UTAR (Kampar Campus). The demographic factor of this research can be divided into

three: location, distance, and social life nearby.

2.5.4.1 Location

Do you thrive on the excitement and adventure of the city? Or do you feel more secure

in a rural area? Are you a sun-worshipper or do you hide indoors at the first sign of

34

snow? Although your surroundings shouldn't be the deciding factor, they are a

definitely important when determining where you'd be the most comfortable.

2.5.4.2 Distance from home

Drews (2006) indicates that students prefer universities closer to home as the

additional costs of living away make further keep away from institutions less

attractive .For many students 'Home' is where the family is. The geographic location

of an institution, or its proximity to home is another factor that has bearing on students

college choice. Jackson (1982) suggests that many students only seriously consider

university that are relatively close to their homes and that do not present excessive

financial obstacles.

2.5.4.3 Social life nearby

Bowers and Pugh (1972) found out that social life nearby the university is one of the

main concerns which will influence undergraduate choice. Many universities and

colleges have provided some sport facilities for students due to it is essential subjects

that required by the government for the purpose of releasing stress. Moreover, the

curriculum can improve students teamwork, and enlarge their social life. Students that

have a good social life and a solid on-campus network often find academic work easier

to accomplish. Based on the research of Joseph and Joseph (1998) found that male

students were more concerned about the campus social life than female. In addition,

social life nearby the university is more important than the social life in university

because some students want to enjoy the entertainments, especially those applicants

who came from a poor village or state. On the universitys website should clearly show

the special services nearby the university.

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2.5.5 Employment factor

Some of the students are a long term viewer. They will focus on what the university

can bring to them for their future work lifestyle. They will expect the university to

train them well for their future challenge in working life. They expected to get a job

easily due to the high reputation of the university. So for this employment factor of

this research, we will divide into student placement and graduate employment.

2.5.5.1 Student placements

Student placement is the main activity that strictly request by the government to

impose for the degree courses. From the Inkster & Ross (1995) research, the student

placement is structured and supervised professional experiences in an organization to

earn credit hours for the enhancement of undergraduate students knowledge and skills.

2.5.5.2 Graduate employment

Employment opportunities are revealed as a factor unique to the career and private

school version of the Student Satisfaction Inventory and indicated the students

perceptions regarding career option with a degree from the institution. Students are

also highly attracted to the prospect of good employment upon completion of studies,

(Sevier, 1998,Ancheh et al.). A study done by Paulsen (1990) claimed that most

students choose their institutions based on the employment prospect after graduating.

2.5.6 Other influences

Another influence of education system which may give a major role to affect the

students choice and accountability are parental background, the development level of

a country and the mean educational expenditure per student of a country. (David 2005)

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According to a study of Jackson (1982), family background has a moderate to strong

effect on a student choice at 3 stages which are preferred, exclusion and evaluation.

Although many studies show that there is a very strong family background effect on

educational choices, and students from a better-educated home with a higher

socioeconomic status can perform better. However, David (2005) claims that most

studies usually have no consistent effect of resource endowment.

2.5.6.1 Own perception

Previous studies on choosing a university have also explored the influence of personal

factors. Raposo and Alves (1987) noted that personal factors show the greatest positive

influences on student choice of a university in Portugal. Some of the students might

do some analysis base on their own perception. They will base on the strengths and

weaknesses from their analysis to make the decision.

2.5.6.2 Amenities of university

The perception of university amenities is important in for some of the students. This

will have a large influence on its ability to attract good students, by the presence of

specific, quality of social life at university and many more. Recently, universities have

put in more effort on the campus amenities as they believe that it is considered

important factors in a students choice which university to attend. Some amenities

include student centers or large gymnasia providing a multitude of recreational

facilities and more hotel-like dormitory accommodations and high- quality food

services (Wojciech 2012). On the other hand, in the view of some prospective and

actual students, not all students have to common interest in the current consumption

possibilities offered free or at subsidized prices through the universitys amenities.

Through some social point of view, these may be a waste of resources for the university

(Harry 1982).

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2.6 Factor of Information Sources

The information sources are very important for students to make their analysis of

choice. From the information sources, they can find out more information about the

university, so that they can make the right choice. An updated and correct information

is very important to affect the choice of the student and the future of the student.

2.6.1 Career Factor

There have few career factor can influence the student to make a decision on what

course and university they are preferring to choose. The students can obtain the

information from the career factor which include career teacher, career services and

careers convention. From here, students can get some professional advice based on the

survey or the counselling section that provide by these people.

2.6.1.1 Careers Teachers

Teachers in secondary school play as a most important role in the school, which can

guide the student for their career path. They voluntarily act as informal counselors to

advise the student in their choices of subjects and career paths (Khan 2012). Teachers

can help the young people to develop their own conceptual understanding to the career

exactly (Unifrog, 2014). The teacher could share their own experience to their students

in better understanding of how careers is happening and what the important milestones

are along their way (Unifrog, 2014). Otherwise, the school counselor also is a vital

role for the student to strong understand of themselves and their potential (Erika, 2015).

School counselors have a well of important information on career and educational

opportunities provide the valued advisers to the students who are unsure their future

(Erika, 2015). The high school counselors will help the students to choose the best

strategies for formulating future goals which are preparing the further education or

entry into the work force. (Erika, 2015)

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2.6.1.2 Careers service

Career services is not a placement office, instate it is the overall education program

which will help student and graduates in developing a lifelong career planning skill

that can be utilized after they graduated, (2014). Besides, this service is committed to

helping students find the careers that best match their skills and aspirations through

the counselling section. Charlottesville, VA (2015). Professional career service will

provide one-on-one counselling and interview preparation sessions. They can provide

updates on the job opportunity ensuring student successes enter the job market.

Moreover, support such as multiple forms, including administrative support, financial

resources and the capabilities of existing computer systems and infrastructure may be

provided. (Melissa Venable, 2007).

2.6.1.3 Careers Convention

Careers Convention is the events that are organized by the government or some private

sector to allow the students who has an interest and curiosity on the information of

university to visit and seek for the information provided by the numerous employers

about job and the internship opportunities with their companies (Walton College,

2014). At the career convention, the business and motivation speaker will come to give

a talk to the students and parents about their particular career area. At the convention,

there are many speakers who have success in their field to share about their experience

provide more information about their organization. The students can explore and learn

more about industries and expand their network and compare different corporate

cultures, and get a sense of where the students would best fit (York University, n.e).

Therefore, students can choose a right course after understanding different type of the

career.

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2.6.2 University related publicity factor

The university-related publicity factor consists of prospectus and university open day.

These are the marketing strategy and publicity of university that provide the helpful

information to students about the university environment, reputation, history, facility,

course option and others. All of this information can help the students to make a

decision on their choice of course and university.

2.6.2.1 Prospectus

The prospectus is a brochure or document that provided by the university in order to

get the attention of the students to apply for admissions. According to Diane Reay

(2005), the prospectus is some kind of youth magazine where you can tell what the

universities are like. The document contains brief information regarding the institution

and the available courses being offered, including guideline to apply and benefit of

accepting a place in the university. A traditional prospectus is an unspecific catalyst

that is used as the basis for finding the more focused and unbiased information. (Tony

Cook 2009). Now a day, the universities provide both online and paper versions of

their own prospectus. The prospectus usually contains detailed information on the

individual courses, the teaching staff (lecturers and professors), notable alumni, the

campus, special facilities (like sport complex and swimming pool), the contact of the

university, and the location of the university.

2.6.2.2 University Open day

Every college or university will hold the open day to attract those students who are

interested to visit the campus and experience what its really like to live and study

there. On that day, all the facilities and academic departments are open for the students

to experience they offered by the university (University of Southampton, 2015).

Moreover, students also have full opportunity to find out more detailed information

about the degree programmers from the academic staff of the university (University of

40

Southampton, 2015). During the university open day the student will seek out about

the lecturing staff, course details, current lab facilities, current student projects, career

opportunities, facilities, student lifestyle, accommodation, fees, application process

and submissions, scholarships and public transportation around the university

(University of Southampton, 2015). The open days are the important for the student to

clear with their decision on which course and university to be selected.

2.6.3 Publicity Factor

Publicity of the university is one of the tools that may affect the student choice. People

might get attracted by the advertisement on the newspaper, advertising on TV or radio

channel, the information they get via the university website and also by the ranking in

the league table. There are researches showed that many universities have spent a lot

of investment on the publicity in order to attract the attention student for enrolling of

the university. (Gauatm, 2011)

2.6.3.1 Newspaper Features

There are plenty choices of newspaper selling in the market. People have practiced

reading a newspaper as part of their daily activity. There are full of knowledge and

news in the newspaper and people get to update the daily news via reading newspaper.

Besides, there are many universities have posted some advertisements on the

newspaper to advertise their course offering. People get to know the new intake time

for the university and some information in the newspaper before approaching to the

university. They can do some researches or find some important information before

taking any decision to further their studies.

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2.6.3.2 University website

According to Piet et al. 2014, research showed that there are a relationship between

the website quality dimensions and the perception of the university website quality.

There are a total of six (6) website quality dimensions which are reliability,

responsiveness, easiness to be used, information quality and visual appeal. According

to the statistical test, the reliability of the university website does not affect the

perception of that particular university. Normally, user perception is that if a website

can load fast is one of the factors that have significant positive correlation. However,

respondents do not have any partial effect on the perceived quality for university

websites. According to the regression analysis results done, functionality affects the

perceived quality, meaning that the perception that a website of moderate quality will

ease the finding of information. (Piet Kommers, Tomayess Issa, Pedro Isaas, 2014).

2.6.3.3 League tables

League tables focus on the ratings of institutions as a whole. (Roger King, 2009). A

league tables ranks the university and is specifically designed to inform student about

the teaching quality in a particular course in a particular university. (Don F.

Westerheijden, Bjrn Stensaker, Maria Joo Rosa, 2007). A league tables will show

the data such as the achievement and attainment from different sources. It shows the

ranking of achievement and the quality of teaching staff among the universities based

on different categories. League tables was establish by a senior team to provide a

systematic internal analysis of the league table methodologies, moreover it provide the

reasons underlying the institutions ranking. (Roger King, 2009). This ranking

provides an on-line facility and website enable anyone to construct their own

university league tables according to the criteria that important to them. (Roger King,

2009).

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2.6.4 Personal Contact Factor

The personal contact factor has also given a very big impact for the student to choose

their university for their further studies. The peer around them and the word from their

mouth has made a deep image in the mind and it will be very hard to change their mind

in the future. They will get the information and experience from the mouth of their

peer and they will follow their footprint after they get the useful information from them.

2.6.4.1 Peer Influence

A lot of students have asked for the detail or information from the peer about the

educational standard, employment opportunity in the future and the living cost (Pimpa,

2001) The peers around us is very influencing our decision in daily life. Peer is always

standing by our side and solve problem together in the teen period. Students are in the

teen stage are easier to influence by the group norm (Hezlina Mohd Hashim and Abdul

Mutalib Embong, 2015).

2.6.4.2 Word of mouth

The power of word of mouth is great in the spreading of information around. It will

help to spread about the great things of a particular university is doing, the better it is

for the continued of growth (Laura A. 2011). Most people tend to believe through word

of mouth of experience people compared to advertisement broadcast on radio or

television. According to Sheryl Bond, word of mouth is the most potent marketing

tools for satisfied alumni (1999). Besides, alumni able to provide extra funding to the

university and also provide word of mouth reputation and publicity. They can tell the

public about their university life and all exciting moments throughout their study to

potential student in helping them to get an idea of what is it about a university life

which they might need to spend for the next 3-4 years.

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2.7 Conclusion

In the nutshell, the Malaysia MoHE has organized a good higher education structure

system. Everyone who can full fill the requirements will be provided a chance to get

the offer of higher education. Higher education of Malaysia is divided into 2 types:

private university and public university. University Tunku Abdul Rahman is one of

the private universities which offer a wide range of programmes.

From our research, we get clear on the information and background of

University Tunku Abdul Rahman. In the research, we know more about the

administrative structure of UTAR. At the same time, we can know how the

organization of University Tunku Abdul Rahman and how its growth in these 12 years.

Besides, we also do research on one of the famous subjects that offered by University

Tunku Abdul Rahman, Quantity Surveying. We know more about the job requirement,

scope and how the program runs for this course.

Meantime, our research in this topic also cover on the factors affecting

undergraduate students choice of universities are categorized into six types of factors,

reputation factor, institutional features, information factor, demographic factors,

employment factor and other factors. The reputation factor includes teaching

reputation, quality of faculty, academic reputation and research reputation. The

institutional feature encompasses reputation with disabled, competition for price,

programme flexibility, cost of the package, academic support facilities and the first

university to offer place. The information factor consists of accommodation for the

first year, information supplied by university and entry requirements. The

demographic factor includes the location of university, distance from home to

university and social life nearby; employment factor contains student placements and

graduate employment. Finally, the other factors such as guidance from parents, own

perception, other influences and amenities of university are identified as well.

Besides, the factor analysis of information sources identifies five components

which are careers factor, university-related publicity factor, another publicity factor

and personal contact factor. The careers factor includes careers teachers, careers

service and careers convention; the university-related publicity factor encompasses

prospectus and university open day; another publicity factor consists of newspaper

features, university web site and league tables; personal contact factor encompasses

44

peer influence and word of mouth. Undergraduate students rely on these information

sources to gain information and make decisions on the universities they would want to

study in.

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CHAPTER 3

RESEARCH METHODOLOGY

3.1 Introduction

This chapter discusses about the research methodology of this project. In this chapter,

we have attempted to distinguish the difference between quantitative and qualitative

research the research method. We have justified the advantages and disadvantages of

quantitative and qualitative research respectively, and decide which research method

is suitable in this study. The research process of this study includes problem

identification, designing the research objective, reviewing literature, designing a

research method, designing the research methodology and the last report writing. In

this chapter, we define literature review, find out the purpose of the literature review

and determine literature review development. In this study, a questionnaire is chosen

as the research technique of this research. In this chapter, we tend to define

questionnaire and the purposes of the questionnaire being designed. At the same time,

we also select appropriate respondents to respond to these questionnaires. This chapter

briefly describes the questionnaire development and administration. The procedure of

analysis of data collected in this research is also stated in this chapter, and the analysis

and ranking factors are shown. Factor analysis will also be conducted for numerous

purposes.

46

3.2 Quantitative versus Qualitative Research

Generally, the research methods that are conducted in education and other social

science are often composed of two types, which are qualitative and quantitative

research. This section will further discuss about the difference between qualitative and

quantitative research and what to distinguish them.

When you think about quantitative method, probably it will have specific

things come into your head. The first thing that will probably come to your mind might

be statistic, numbers and even feel apprehensive as you will think that quantitative

method might be difficult. The book of Aliaga and Gunderson (2000) had described

the meaning of quantitative research methods very well. From the book, quantitative

research is the Explaining phenomena by collecting numerical data that are analyzed

using mathematically based methods (in particular statistics). Consequently, as

quantitative research is basically about statistical analysis of numerical data to explain

a particular phenomenon.

For the qualitative research method, the data are collected, analyzed and

interpreted through observation of what people do and say. As compared to

quantitative research, qualitative research is much more subjective. It uses very

different methods to gather information, for example in-depth interviews and focus

group discussions which is different from quantitative research, which using

questionnaire or structured interviews method.

Exploratory and open-ended can be said as the nature of the qualitative research.

In order to conduct this research, a small group of people are interviewed in-depth or

a relatively small number of focus group discussions are conducted. Participants are

requested to respond to the general questions and the interviewer or group moderator

will investigate and explore their responses to identify and define peoples experiences,

attitudes, perceptions and feelings about the topic being discussed and at the same time

to identify the degree of agreement that appears in the group.

In conclusion, quantitative research is objective; qualitative is subjective.

Quantitative research search for explanatory laws, whereas qualitative research aims

to have an in-depth description. Qualitative research measures in order to develop

47

universal laws. It explores everything that is assumed to be a dynamic reality. It is

replicable as it does not state that what is found in the process is universal.

3.3 Selection of research method

The selection of research method will depend on the nature of the study. It depends on

the type of information needed in the context of the study and the availability of the

research, such as time, money and human. By quantitative methods, questions seem

immediately suited to being answered. For example, how many males and females

students Quantity Surveying courses of University Tunku Abdul Rahman, who are

enrolled for UEBE 2853 Quantitative Analysis and Operational Research on January

2015 trimester? How many percentages of students make the choice to study at

University Tunku Abdul Rahman because of the university reputation? We can look

these questions at quantitatively, because the data that we need to collect already

existing in the numerical form.

However, there are many phenomena that we might want to explore does not

appear to produce any quantitative data. Nevertheless, this does not severely limiting

the usefulness of the quantitative research. Data can be collected in a quantitative way,

if it does not naturally emerge in quantitative form. Research instruments which are

for the purpose of converting phenomena that do not exist in quantitative form into

quantitative data are designed. It can be then analyzed statistically. We might want to

collect data on the importance of family influence in influencing the students choice

of higher education. Obviously, this opinion do not naturally exist in quantitative form

which we do not form our thought in the form of numerical scales. So we can develop

questionnaires that ask respondents to rate a number of statements. For example, I

think family influence is very important as either strongly agree, agree,

disagree, and strongly disagree.

Quantitative research allows generalizations of research finding from a sample

to many different populations and subpopulations. At the same time, it can also

measure the commonness of various views and opinions in a given sample. It is useful

48

to study a large number of people, especially UTAR Quantity Surveying courses

students who are enrolled for UEBE 2853 Quantitative Analysis and Operational

Research on January 2015 trimester. This is because it allows quick data collection

and quantitative predictions to be made which are useful for the research. It is relatively

less time consuming as compared to qualitative research which is not possible to

automate qualitative-data.

For qualitative research method, the quality of the finding is relatively different

from one qualitative research to the other, no matter on the skills, experience and

sensitive of the interviewer or group moderator. Normally, qualitative research has

usually been performed when there are only 6 to 10 participants, whereas quantitative

research is common to involve hundreds or even thousands of people. As a result,

qualitative research is likely to have less statistical power compared to quantitative

research discovering and verifying trends is needed.

In conclusion, we had selected quantitative research method as the method of

research in this study as the quantitative research is much more suitable for this study

which needs a precise, quantitative and numerical data.

3.4 Research process

Problem identification

In order to carry out research, identifying what exactly the researcher is researching,

and why they conduct this research is the most challenging part in the entire process.

As a researcher, we need to address a problem for this study. This is because if there

is no problem, then there is no need for a research. In this study, our research question

is what are the factors influencing and affecting undergraduate student choice?

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Defining the research objective

After identifying the problem, the research objective is defined. Research objective is

a clear and concise statement of the purpose and aim of the study, which basically

summarizes what are intended to be achieved by the study. Normally, four to five

objectives are considered adequate. In this study, the research objectives are stated

below:

a) To identify and rank factors influencing undergraduate student choice of higher

education

b) To identify the underlying structure of factors influencing undergraduate

student choice

c) To identify and rank information sources in the undergraduate student choice

decision

d) To identify the underlying structures of information sources in the

undergraduate student choice decision

Reviewing literature

Next, the literature review is conducted in this study to identify the important variables

that are likely to influence the problem situation, besides helping to develop the

theoretical framework and hypothesis. First, the various published and unpublished

materials related to this study are identified and gaining access to it. Then, we gather

the relevant information by going through the materials in the library and by gaining

access to the internet.

Designing a research method

After spending long hours to digest the literature related to research, we have identified

some important variables. The research design is now ready to be chosen to evaluate

the relationships between the variables. Research design serves two functions, which

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are (1) exploratory data collection and analysis, aims to identify new phenomenon and

relationships and (2) hypothesis testing to check the adequacy of proposed

explanations.

There exist two basic designs that determine the relationship between two

variables, which are correlational designs and experimental designs. Correlation

research involves collecting data on two or more variables over a period of time,

whereas experimental design provides strong control over variables and determination

of whether the variables have cause and effect relationship. In this study, correlation

research is being selected as it allows for simple observation of variables in the natural

setting.

Correlation designs show the existing relationship between the observed

variables and determine the direction of the relationship. Correlation designs are

valuable in situations where it would be difficult or impossible to directly manipulate

a variable. For example, it is valuable when manipulation is not possible for gender,

or age of the students who are involved in this research. The disadvantage is that for

correlation design, the third-variable problem may arise because of the existing of the

third unmeasured variable, which influence the observed variable by generating

correlation between them. For example, between the variables of low education cost

and the choice of the Quantity Surveying courses students who are enrolled for UEBE

2853 Quantitative Analysis and Operational Research on January 2015 trimester, there

exists the third variable, which is the quality of faculty that influence the observed

variables.

For experimental design, laboratory is often required in the experiment and

because of the variable of interest such as gender, a true experiment may be impossible.

Therefore, experimental research is not being chosen.

Designing research methodology

1. Research method

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The information is collected through primary and secondary research. We

conduct primary data from the respondents of the research, which are the

UTAR Quantity Surveying courses students who are enrolled for UEBE 2853

Quantitative Analysis and Operational Research on January 2015 trimester.

On the other hand, the secondary data is collected through published or

unpublished sources such as scholarly books, journals and certain pages on the

World Wide Web.

2. Data collection method

The data are collected from primary sources through questionnaires given to

the UTAR Quantity Surveying courses students. It includes a series of

questions with comprehensive instructions and rating of factors with ten-point

rating scale following the 22 factors. The purpose is to test for the level of

importance of each factor in influencing undergraduates student choices.

3. Sampling plan

Since there are too many Quantity Surveying courses students, we have

chosen UTAR Quantity Surveying courses students who are enrolled for

UEBE 2853 Quantitative Analysis and Operational Research on January 2015

trimester as the subjects of the sample.

4. Fieldwork plan

Once the sample size is determined, we then plan for the field work. Our group

members start to do the fieldwork for collecting data in our campus area.

Before commencing the fieldwork, we make sure that the questionnaire is

finalized.

5. Analysis plan and expected income

We have conducted analysis plan at the time we are preparing the questionnaire

and before we go for data collection. Some basic analyses include a simple

tabulation such as a frequency table for a single question, cross tabulation such

as a frequency table for two or more different questions and different types of

hypothesis testing.

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Report writing

The final step in this process is to report the result that is found in this study. The

relevant data that is collected is summarized and analyzed. After presenting the

preliminary information, the result is now can be reported which include values of any

descriptive (e.g. means and standard deviations) and inferential statistics (e.g. t-tests,

analyses of variance) that have calculated, along with the relevant p values.

3.4.1 Literature review

A literature review is a body of text and aims to bring the reader up-to-date with recent

literature on the area of research and form the basis for another purpose, such as

jus