Conjoint Analysis of Study Abroad Preferences: Key Attributes, Segments and Implications for Increasing Student Participation

An adaptive conjoint analysis was performed on the study abroad preferences of a sample of undergraduate college students. The results indicate that trip location, cost, and time spent abroad are the three most important determinants of student preference for different study abroad trip scenarios. The analysis also uncovered four different study abroad need-based segments. In order to increase study abroad participation rates it is recommended that universities determine which of these segments they want to target, and then develop a set of study abroad offerings and communication strategies custom designed to address the particular needs of each targeted segment. Recommendations on how to market to each segment are provided.