Search results

Purpose - As colleges implement alternative forms of education delivery, prospective students must consider the method of instruction when choosing a post-secondary institution. The purpose of this research paper is to assess the search criteria considered most important to prospective undergraduate students and to evaluate their preference for online versus on-campus instruction. Design/methodology/approach - This paper reviews a selection of literature on college choice behaviour, with special reference to on-campus (high-tech) versus online (high-touch) delivery. A pilot study together with a conjoint methodology is used to measure the importance students place on method of instruction, relative to several traditional criteria. Findings - The conjoint results identify two unique student segments (risk-sensitive and cost-sensitive) based on attitudes toward high-tech versus high-touch delivery. While the risk sensitive segment expresses strong preference for high-touch delivery, the cost sensitive segment is open to high-tech delivery, if the price is right. Practical implications - Many studies have concluded that online education may be more suited for mature, graduate students. This study, however, identifies an undergraduate student segment with a propensity toward high-tech education. As online technology continues to diffuse through society, prospective undergraduates are expected to become less averse to alternate means of instruction. Originality/value - Although many studies have compared online versus on-campus learning, few, if any, have examined the attitudes of prospective students applying to a post-secondary program, having no experience with distance education. This study focuses on the needs of prospective undergraduate students, highlighting differences in attitude toward cost and risk.