Validation of measurement scale of students' preference by private higher education institutions
DOI:
https://doi.org/10.5007/1983-4535.2022.e89647Keywords:
Educational Marketing, Scale Validation, Factor analysisAbstract
The objective of this article is to validate a scale that assesses students' preference for private higher education institutions (HEIs), highlighting sociocultural, personal and psychological factors that influence this decision process. For this, a survey was conducted with 131 students from a private university located in the northern region of the state of Rio Grande do Sul. As a method, we opted for construct validation, which consists of analyzing the internal consistency of the scale (Cronbach's Alpha) and verifying its psychometric properties (Factor Analysis). The results obtained demonstrate that the scale has theoretical validity and consistency, given that the variables were coherently grouped in relation to the influencing factors outlined in the literature. The psychometric indices were within the reliability parameters, demonstrating the scale's consistency and construct validity. Its structure with three factors proved to be satisfactory, with an explained variance of 40% and an overall Cronbach's Alpha of 0.82. This research contributes, validating a consistent scale that can serve as a tool to map the profile of students and consequently develop strategies that aim to attract and retain them.
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