Title : Factors influence students choice in selecting higher private education provider to pursue their tertiary education CHAPTER

3 RESEARCH METHODOLOGY 3.1 Introduction This chapter discusses conceptual framework, hypotheses based on the objectives of the study and methodology used in this research. Conceptual framework is a preferred approach to an idea, which is derived from the theoretical framework, proposed by Chapman (1981). From this conceptual framework, the objectives of the study is discussed. Hypotheses are then being formulated from the objectives of the study. Methodology refers to a simple set of methods rather it refers to the rationale and the philosophical assumptions that underlie a particular study (Creswell, J. 2003). 3.2 Conceptual Framework
Independent!Variables! !
Student!Characteristics! :! Family!Level!of!Income! SPM!results! Competent!

Dependent!Variable!

College!Characteristics!:! Location! Academic!Programme! Facilities! Cost! Financial!Aid!

Students!Choice!of!College!

Influence!:! Friend! Parents! Secondary!School!Personnel! Advertising! Campus!Visit! ! HPEI!Representative!

Figure 2 : Conceptual Framework

Figure 2 shows the proposed conceptual framework of this study. It shows the relationship between independent variables and dependent variable. The independent variables are from student characteristics, college characteristics and influencing factor. These independent variables are used to measure a dependent variable, which is students choice of college. Relationship of each independent variable and dependent variable are to be determined and is assumed to have either positive or negative relationship. Student characteristic includes family level of income, students SPM results and students competency. All these three independent variables will affect the dependent variable, which is students choice of college. Besides of student characteristic, college characteristic is also seen as factor influence students choice of college. The independent variables under this category are location, academic programme, college facilities, cost and availability of financial aid. On top of student and college characteristic, there are also other independent variables that affect students choice of college. Friends, parents and secondary school personnel are people, whom have influence on students choice. Advertising, campus visit and HPEI representative are also discussed as independent variable that affect the dependent variable. 3.3 Research Hypotheses Based on the conceptual framework discusses above, the following hypotheses are proposed. Normally, level of income for a family will determine the students choice of college. If the student comes from a low income of family, there is likelihood that the student might not have a chance to further his studies for tertiary education. Thus, this study hypothesizes that family level of income have a significant positive influence on the students choice of college. H1 : Family level of income is positively related to the students choice of college. Student SPM results will also affect students choice of college. The better their SPM results, the higher probability that the student is able to choose their college of their preference. Consequently, this study hypothesizes that there is a significant positive relationship between SPM results and students choice of college. H2 : Good SPM results is positively related to the students choice of college. Competent is an essential attribute in a student in order for them to compete for a place in a college. This skill is highly sought among students. Thus, it is not surprising that students who able to master competency, have a higher

chances in choosing a college. As a results, this study hypothesizes that competent is positively related to students choice of college. H3 : Competent is positively related to the students choice of college. Location of the college plays an important role in determining students choose a particular college. If the college is near to where the student is staying, this will save the students cost. Therefore, this study hypothesizes that there is a significant positive relationship between location to students choice of college. H4 : Location is positively related to students choice of college. Availability of the programme is one of the important attributes in determ ining student decision to choose a college. If the programme offered is restricted to few courses, the chances students would choose that college would be low. Thus, this study hypothesizes that availability of academic programme is positively related to students choice of college. H5 : Academic programme is positively related to students choice of college. Educational facilities such as libraries, computer laboratory, science laboratory and others are important factor that students normally considered when choosing a college. Consequently, this study hypothesizes that there is a significant positive between educational facilities and students choice of college. H6 : Educational facilities is positively related to students choice of college. Cost of continuing studies at the college gives an impact to students choice of college. The higher the cost of the programme, the less likely that the students would choose the college. Therefore, this study hypothesizes that cost is negatively related to students choice of college. H7 : Cost is negatively related to students choice of college. Due to the rising cost of pursuing education in the college, the availability of financial aid would be an advantage of its being offered in the college. Thus, this study hypothesizes that there is a significant positive relationship between financial aid and students choice of college. H8 : Financial aid is positively related to students choice of college. Influence from friends is another factor that may attract students to enroll in a college. If the friends are giving good review on the college, the higher probability that the student is going to choose that particular college. It is in this study to hypothesizes that positive influence from friend is positively related to students choice of college. H9 : Positive influence from friend is positively related to students choice of college.

Opinion from parents also plays an important role in influencing students choice of college. Student tends to choose the college that is having good remarks from their parents. Consequently, this study hypothesizes that positive influence from parents is positively related to students choice of college. H10 : Positive influence from parents is positively related to students choice of college. Remarks from secondary school personnel may also influence students choice of college. A good remark would definitely give positive impact on students choice of college. As a results, this study hypothesizes that there is a significant positive relationship between school personnel and students choice of college. H11 : School personnel is positively related to students choice of college College advertising has grown tremendously for the past few years. This is due to the fact that advertising can actually influence student in choosing the college. Thus, this study hypothesizes that advertising is positively related to students choice of college. H12 : Advertising is positively related to students choice of college. Campus visit by student seems to also be an important factor in influencing students choice of college. By vising the campus, it may increase the student interest in that college. As a results, this study hypothesizes that there is a significant positive relationship between campus visit and students choice of college. H13 : Campus visit is positively related to students choice of college. In addition to students visit to the campus, the visit from the college representative to secondary school seems to also be as effective in influencing the students decision. This is also a form of advertising to students. This study hypothesizes that visit by HPEI representative is positively related to students choice of college. H14 : Visit by HPEI representative is positively related to students choice of college. 3.3 Research Design Quantitative approach is adopted to carry out this research. The approach is about explaining phenomena by collecting numerical data that will be analysed using mathematically based methods. This approach is usually emphasized in educational research particularly in the research of college choice (McDonough, 1997). A quantitative survey or questionnaires-based approach will be conducted as to obtain all relevant information to perform the study.

3.4

Respondents and Sample

The targeted respondents for the survey are those students who are currently pursuing or completed SPM and STPM, Pre-U programme and students who already enrolled at HEI at Kuching. Students who are prior to enroll HEI, are experiencing the processing of choosing HEI while students who are currently studying at HEI, experienced this HEI choosing process. Therefore, these groups of students are most suitable to participate in this study and generally their age is between 17 to 24 years old. Roscoe (1975) proposed sample sizes larger than 30 and less than 500 are appropriate for most research. In order to have reliable survey, 200 sample sizes is suggested and questionnaires will be distributed to students from different background, particularly balanced in between students from different demographic and social background. Sample can be collected by either directly distribute the questionnaires to the respondents to answer on the spot or through an interview. 3.5 Questionnaires Design

The questionnaire will be constructed in English and divided into two sections. The first section of the questions is designed to ascertain respondents demographic profile and socio-economic background information for the purpose of profiling the respondents. The second section will consist of questions related to the factors that influenced the respondents HEI selection. It will also be designed to be easily understood and able to complete in answering the questions within 10 minutes. Therefore, questionnaire measures on five point Likert scale is appropriate to serve this purpose. The scale will be ranging from A as Strongly agree, B as Agree, C as Neither, D as Disagree and finally E as Strongly Disagree. 3.6 Data Analysis

IBM SPSS Statistics software will be used to analyse the data collected from the survey. Descriptive statistics used will include percentage, frequencies, means and to extend the statistical analyses to Chi-square analysis and factor analysis.

References : Cresswell, John. W (2003). Research Design: Qualitative, Quantitative, and Mixed Method Approaches (2nd ed.) Thousand Oaks, CA: Sage. Patricia M. McDonough. (1997). Choosing colleges: How social class and schools structure opportunity, Albany: State University of New York Press. Roscoe, J. T. (1975). Fundamental Research Statistics for the Behavioral Sciences, Holt, Rinehart and Winston, Inc, New York.