Factors Influencing the Choice of Study Program for Members of Generation Z: A Computer-Based Vignette Study

The University of Applied Sciences Northwestern Switzerland has to reorient itself to remain attractive as an educational institution for Generation Z. That is why a study was launched to clarify which factors are decisive for the choice of course of studies for members of the new generation.

Laura Diethelm, 2020

Bachelor Thesis, School of Business FHNW
Betreuende Dozierende: Andreas Reber
Keywords: Generation Z, Vignette Study, Factorial Survey, Influencing Factors, Course of Studies
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This bachelor thesis aims to determine how a vignette experiment for evaluating the factors influencing the choice of study for members of Generation Z can be implemented in practice. An IT-based solution approach was developed that fulfills all of the researchers’ requirements so that the client can carry out the planned vignette study as uncomplicated and with as little effort as possible and, hence, is enabled to maximize gain in terms of scientific findings. Furthermore, this bachelor thesis aims to provide useful insights into the set-up and the data analysis of vignette experiments.
First, a literature research has been performed to familiarize with the theoretical aspects of vignette studies and to analyze the technical procedures preferred by leading experts. Then, interviews with professionals in the field of vignette studies were made and exchanges with software providers were conducted. The interviews with experienced professionals served as the basis to obtain information on how large vignette analyses can be successfully transformed into meaningful, valuable studies. To finally answer the research question, a utility analysis and a SWOT analysis were carried out.
With a total utility value of 1,055 out of 1,448 possible points, this bachelor thesis proposes Stata combined with Microsoft Office and/or EFS Unipark as the most suitable software solution for conducting the planned vignette study. Since Microsoft Office as well as EFS Unipark software packages are already available at the FHNW and the researchers who carry out the analysis are familiar with both applications, the combined use with the most cost-effective Stata software can be rated positively. In fact, compared to the other alternatives, Stata offers the highest prerequisites for performing the vignette analysis independently within the target plan with the least financial and time expenditure expected. Furthermore, hopefully valuable insights into the potential set-up and data analysis with Stata and Microsoft Office and/or EFS Unipark are provided within this bachelor thesis. Stata in combination with Microsoft Office and/or EFS Unipark can help to identify the wants and expectations of potential students. The FHNW can use this acquired knowledge to close the gap between the wishes of Generation Z and FHNW’s range of offers and to continue to successfully recruit graduates.
Studiengang: Business Administration International Management (Bachelor)
Fachbereich der Arbeit: Business Information System & IT-Management
Vertraulichkeit: öffentlich
Art der Arbeit
Bachelor Thesis
School of Business FHNW, Basel
Autorinnen und Autoren
Laura Diethelm
Betreuende Dozierende
Andreas Reber
Sprache der Arbeit
Business Administration International Management (Bachelor)
Standort Studiengang
Generation Z, Vignette Study, Factorial Survey, Influencing Factors, Course of Studies