Data mining course choice sets and behaviours for target marketing of higher education
Data mining course choice sets and behaviours for target marketing of higher education
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DOI：
10.1057/jt.2009.13
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发表时间：
2009-09
期刊：
影响因子：
--
通讯作者：
A. Singleton
中科院分区：
文献类型：
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作者：
A. Singleton
随着高等教育（HE）部门的扩大，提供的课程种类也越来越多，申请人现在可以在更多的潜在选项中进行选择。在通过集中录取服务管理高等教育申请的情况下，申请人通常会做出多个初始课程选择，这提供了一个机会来检查课程选择集内的系统性兴趣分组，并评估某些类型的学生是否更有可能做出集中或分散的科目选择。利用一个国家数据库的整个队列的应用行为，本文提出的实证研究结果表明，有集群的主题组合申请，某些少数民族，社会经济群体和邻里类型更有可能作出更分散的主题选择。这创建了一个通用的课程选择行为，高等教育机构可以利用有针对性的营销，招聘和选拔活动的信息库，并形成了一个决策支持框架，可以在各种在线工具中实施，以帮助指导学生课程的基础。
As the higher education (HE) sector has expanded, so has the variety of courses on offer, with applicants now choosing between greater numbers of potential options. Where applications to HE are administered through centralised admission services, applicants will often make multiple initial course choices, which offers an opportunity to examine systematic groupings of interest within course choice sets, and assess whether certain types of student are more likely to make concentrated or diffuse subject selections. Utilising a national database of an entire cohort's application behaviour, the empirical findings presented in this article indicate that there are clusters of subjects that are applied for in combination, and that certain ethnic minority, socio-economic groups and neighbourhood types are more likely to make more diffuse subject choices. This creates an information base of generalised course choice behaviours that HE institutions could utilise for targeted marketing, recruitment and selection activities, and additionally forms the basis of a decision support framework that could be implemented in a variety of online tools to help guide student courses.