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Preferences for training options: A conjoint analysis

✍ Scribed by Chui Goh Gan; Julie Anne Lee; Geoffrey N. Soutar

Publisher
John Wiley and Sons
Year
2009
Tongue
English
Weight
134 KB
Volume
20
Category
Article
ISSN
1044-8004

No coin nor oath required. For personal study only.

✦ Synopsis

Abstract

Singapore is a growing educational hub for the Asia Pacific region. However, no prior research has examined how Singaporean managers trade off attributes of training programs when making executive training decisions. The current study used conjoint analysis to identify the most important attributes of training programs as word of mouth, trainers' practical experience, and institutional reputation. Three clearly distinct segments were found: pragmatic executives, who preferred experienced trainers and were somewhat pricesensitive; willing‐to‐pay executives, who were willing to pay higher fees; and quality‐conscious executives, who preferred attribute levels that relate to high quality, including trainers with a higher level of practical experience and an above‐average institutional reputation.

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