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ERIC Number: EJ937530
Record Type: Journal
Publication Date: 2010
Pages: 17
Abstractor: As Provided
Reference Count: 58
ISSN: ISSN-1011-3487
The Role of Ethnicity in the Higher Education Institution Selection Process
Jordaan, Y.; Wiese, M.
South African Journal of Higher Education, v24 n4 p538-554 2010
Changes in the higher education landscape have led to many higher education institutions reassessing their recruitment and marketing strategies. A proper understanding of the relative importance of the choice factors that prospective students consider when selecting a higher education institution will enable higher education administrators and planners to allocate funds, time and resources more efficiently and effectively. The research aimed at identifying the choice factors that discriminate between different ethnic student groups within South Africa when they go through the process of selecting an education institution. A convenience sample of 1 241 respondents was drawn, representing six public South African universities. The findings indicated that the multi-cultural nature of an institution and the opportunities for a social life on campus were the two most powerful discriminators between the two ethnic groups. The results can aid university administrators and planners in developing effective marketing and recruitment strategies to attract students from different ethnic groups. (Contains 2 tables.)
Unisa Press. Preller Street, P.O. Box 392, Muckleneuk, Pretoria 0003, South Africa. Tel: +27-24-298960; Fax: +27-24-293449; e-mail:; Web site:
Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: South Africa