A Conjoint Analysis of Teachers’ Choice of a Graduate School

Abstract

This study aimed to describe the teachers’ choice of graduate school through significant
product and service attributes. It specifically aimed to describe the demographic characteristics of
Manay District teachers behind their choice of graduate school in terms of age, gender, ethnicity,
civil status, position, employment status, field of concentration, and income per month; to
determine the teachers’ choice of graduate school based on the seven attributes namely name of
school, mode of classes, campus location, cost, program background, faculty, and influence; to
determine the teachers’ choice of graduate school as influenced by the attributes through choicebased
conjoint analysis; and to determine the market shares of product profiles based on the
teachers’ choice in terms of demographic factors.
A survey was used to collect data from 262 elementary and secondary teachers of Manay
District who answered the survey questionnaires regarding teachers’ choice of graduate school.
The study utilized Choice-based conjoint analysis to investigate the effect and attribute in
the study. Cluster analysis was used to identify market segments based on consumer preferences
and demographics.
Results from the study showed that through direct ranking, program background is the most
important attribute, followed by mode of classes, cost, campus location, influence, faculty and
lastly school name. Most number of the teachers would likely to enroll in DOSCST, main campus,
within Davao Oriental, with a cost of ₱5000–₱10,000, level II accredited programs, with Ph.D.
graduate faculty, and with employer who influenced their choice.