Positioning the Higher Educational Institutions (HEI) in Davao City

AUTHOR/S: Danilo M. Te

DATE COMPLETED: August 1, 2012



             The study on the similarities of and the preferences for higher educational institutions in Davao City was undertaken to understand how the different colleges/universities fared based on the perceptions of their respective students. The school factors valued  by the students were analyzed to further explain the preferences for HEIs.

             It was conducted in the 10 major HEIs in Davao City, namely:  Ateneo de Davao University, Brokenshire College, Davao Doctors College, Holy Cross of Davao College, Philippine Women College, Rizal Memorial Colleges, San Pedro College, University of Immaculate Conception, University of Mindanao, and University of South Eastern Philippines.  A total of 300 respondents or  30 students per school were included in the survey. There were 10 cohorts (group of students per school) formed.

             The study was descriptive, exploratory, and correlational in design and  applied multivariate techniques such as factor analysis and multidimensional scaling (MDS) or perceptual mapping. The study also used multiple cross sectional design.

             The study generated 33 MDS maps which were analyzed and interpreted. Three (3) factors were formed using principal component factor analysis, where all the variables are found  significant. The hypothesis was tested and it is accepted.

             The findings showed that the majority of respondents are taking business courses. Their perceptions on the different schools based on the school attributes revealed patterns where 7 schools are classified as having 3-star competition and 2 schools having 2-star competition. The respondents also manifested that they value more the school comfort, technology and campus culture they availed and enjoyed during their college. The majority of respondents considered the tuition and miscellaneous fees of their respective school reasonable relative to their school attributes.

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