Paper Type |
: |
Research Paper |
Title |
: |
Conjoint Analysis: A Study on UOG Faculty Service |
Country |
: |
Pakistan |
Authors |
: |
Zahoor Ahmad, Sadaf Nawaz |
 |
: |
10.9790/0837-0213238  |
Abstract:A good teaching service of faculty members is the key to success of universities regarding their good
product of students. In this research paper our major objective is to find important attributes and their levels of
good service of faculty members. We focus on student's choice because service of faculty member plays a vital
role on the performance of students. In our case especially we want to investigate student's preferences toward
attributes and their levels of service. We collect data from University of Gujrat by using two types of
questionnaires. One questionnaire was for Full Profile Conjoint Analysis and other for Choice-Based Conjoint
Analysis. Full Profile Conjoint Analysis technique we used four attributes with two levels each. The attributes
with their levels are Qualification (MSc/MA and M.Phil/PhD), Teaching Methodology (Verbal & White Board
and Multimedia), Lecture Material (Net & Lecture Notes and Books) and Gender (Male and female). From the
results of Full Profile Conjoint Analysis we conclude that students give first importance to Qualification, almost
same importance to Teaching Methodology and Lecture Material. They give least importance to gender of
faculty member. According to our results regarding levels of attributes, student's desire to study from M. Phil.
/Ph. D. female faculty member and her teaching methodology should be based on verbal communication and
white board and she also provide lecture notes.
Choice-Based Conjoint Analysis we use six attributes with three levels of each. The attributes and their
levels are qualification (MA/MSc, M.Phil and PhD), Behavior (Normal Behavior, Lenient Behavior and
Friendly Behavior), Teaching Experience (1-3 years, 4-6 years and 7 years & above), Teaching Methodology
(Multimedia, White Board and Verbal & White Board), Lecture Material (Books, Notes and Net & Notes) and
No. of Quizzes (2 Quizzes, 3 Quizzes and 4 Quizzes). From the results of Choice-Based Conjoint Analysis we
conclude that attribute "Qualification" is most important in all service attributes. So Qualification of faculty
member plays important role for selecting a teacher. Students give second importance to behavior of the
teacher with students, third importance to Teaching Methodology, fourth importance to Lecture Material, fifth
importance to No. of quizzes and sixth importance to Teaching Experience.
Students give preference to M. Phil. faculty member with 4-6 years experience of teaching and they want
friendly behavior from their teacher. The teaching methodology should be based on verbal communication and
white board. He/she provide lecture notes and take 2 Quizzes.
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