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Looking inside the black box: connected students and university decisions

Hall, AE (2018) Looking inside the black box: connected students and university decisions. In: 6th International Conference on Contemporary Marketing Issues (ICCMI 2018), 27 June 2018 - 29 June 2018, Athens, Greece. (In Press)


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Purpose: Review and evaluate decision making models to establish if they adequately reflect the journey of prospective full-time postgraduate students. Method: Review of literature, followed by primary research. A qualitative approach consisting of 7 focus groups (total of 49 students) and 5 unstructured interviews. Judgemental/purposive sampling method. Findings: Rational and emotional elements found that suggested a limited few have a back and forth approach. Different application patterns were found, but no evidence this changed their decision journey. High usage of and reference to WOM/e-WOM. Implications: Although some non-linear & emotional elements were found, there is insufficient evidence to suggest that a more circular approach is relevant to Higher Education decision making.

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