A CONJOINT ANALYSIS TO DETERMINE THE PREFERENCES FOR SOME SELECTED M.B.A. PROGRAMS

This paper reviews the Conjoint Analysis Method (CAM), which is a multivariate marketing research technique used to determine consumer behaviours and preferences for products or services. One aim of this study is to demonstrate that the CAM can be used in "Service Sector" as well as in "Product Sector" and the other aim is to utilize CBC Sawtooth Software Program, which is a special program for CAM. A usage of CBC Sawtooth Software Program is demonstrated in the analysis of Management Business Administration (MBA) program preferences of Baskent University students. This study includes those MBA programs that require substantial tuition and fee payments. According to the results of the study, "University Name" plays the most important role in MBA preferences. The Conjoint Analysis found that, most preferred university is the Bogazici University and the most preferred type of MBA program is the "Executive MBA Program". Another important finding is that "Higher Tuition and Fees" makes the MBA less attractive.