The purpose of this study was to examine the effects of the key demographic variables of gender, school level and goal orientation on students' self-assessment practices, including self-directed feedback seeking (SDFS) and self-reflection (SR). A total of 8843 Hong Kong students were surveyed, ranging from Primary 4 to Secondary 6. The results showed that female students demonstrated higher levels of self-assessment practices than male students, including both SDFS and SR. School level was also significantly associated with secondary students' engagement in SR. Mastery goal orientation (MGO) was a significant and positive predictor of self-assessment practice including both SDFS and SR, while performance goal orientation (PGO) was a significantly negative predictor. Students with a higher level of MGO, or a lower level of PGO, were more likely to conduct self-assessment. The educational implications of the findings are discussed.