Abd Razak, Nordin and Khairani, Ahmad Zamri and Jamil, Hazri and Ahmad, Mohammad Zohir and Azman, Azlinda and Yaakob, Nooraida
(2014)
Kajian Fenomena "No-Show Phenomenon" dalam kalangan calon yang telah ditawarkan kemasukan ke USM.
Project Report.
Universiti Sains Malaysia.
Abstract
Like any other business institution, a higher education institution such as Universiti Sains Malaysia (USM)
needs to understand its customer needs and wants in order to remain competitive and survive among higher
education providers. This is also important in order to attract and retain the potential candidates to pursue
their studies at Universiti Sains ia (USM), Given an APEX status by the Ministry of Higher Education (MOHE) in 2009, USM has a privilege to screen and select potential students to continuing their studies at the
undergraduate level. However, the number of candidate who do not accept USM offer is so high that put USM
in an uncomfortable situation. As such, a study on student choice criteria have been carried out, but none
have addressed these in USM, as these criteria may be unique to USM. This project aims to explore the
factors that influence student choice in the selection of USM as the university for continuing their study at the
undergraduate level. Semi-structured and focus-groups interviews were carried out with the first and second
year undergraduate students who are continuing their studies at USM as well as prospective students who will
apply to continuing their study after completing the study either at the matriculation or secondary schools.
Results revealed 25 choice criteria for selecting a university considered by the sample of students
interviewed. The factors considered by USM students namely cost, reputation, proximity, job prospect, and
parents as the five most important factors. Finally, implications and recommendations are presented.
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