Choice Factors When Vietnamese High School Students Consider Universities: A Mixed Method Approach

Higher education around the world and especially in Vietnam is becoming increasingly competitive. Universities apply marketing strategies to student recruitment get know their students prospective more closely, just as businesses learn about consumer attitudes behavior. Therefore, studying students’ behavior of choosing a university necessary, but most research this topic has been conducted by single approach. In order examine choice factors such characteristics institutions information sources consider when selecting universities, applies mixed method approach, including both quantitative qualitative data. Data were collected from questionnaire surveys with 670 responses final-year high school students, 20 interviews freshmen students. Findings indicate rankings analysis explained how them during decision-making process. The results provide important findings help universities understand that are interested search for