HEALTH EDUCATION PLANNING IN MARKETING PERSPECTIVE USING CONJOINT ANALYSIS

Authors : Nihat TAŞ, Nil Kodaz Engizek, Emrah ÖNDER, Güler ÖNDER

Pages : 0-0

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Publication Date : 2015-06-26

Article Type : Research Paper

Abstract :In this study, it is aimed t o determine the relative weights insert ignore into journalissuearticles values(importance); of the chosen properties of the medical schools according to preferences and demands of the prospective students. The data was collected from the students who attend already a health vocational high school and examined using conjoint analysis approach, a widely accepted method for evaluating multiattribute alternatives in marketing. There are 6 attributes presented to students for taking their view. These school attributes are type insert ignore into journalissuearticles values(state or private);, history insert ignore into journalissuearticles values(old or new);, location insert ignore into journalissuearticles values(downtown or uptown);, hospital ownership insert ignore into journalissuearticles values(yes or no);, duration of education insert ignore into journalissuearticles values(short or long); and campus life insert ignore into journalissuearticles values(yes or no);. Conjoint analysis was used as the research tool to identify the relative importance of the attributes. The most important factors were found as Campus Life insert ignore into journalissuearticles values(24.24%);, School Type insert ignore into journalissuearticles values(24.17%); and Duration of Education insert ignore into journalissuearticles values(23.47%);. These factors are followed by the moderate important two factors History insert ignore into journalissuearticles values(16.11%); and Location insert ignore into journalissuearticles values(11.70%); where the latter one has slightly lower weight. On the other hand, importance score for factor Hospital Ownership was estimated as 0.31% and surprisingly has no effect on preferring a medical higher school. Results of this research can be took into account by the decision makers and managers of both available and planned to be established medical schools to increase popularity of these institutes.
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