Preferences for Training Options: A Conjoint Analysis

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 price-sensitive; 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.