Predicting faculty membership - application of student choice Logit model

This study investigates the application of a student choice logit model to examine the role demographic, socioeconomic and psychological variables play in influencing undergraduate students' preferences towards choosing to study in particular disciplines. As a tool of analysis, logit regression has offered an innovative approach that allows the researcher to estimate the probability that a prospective student will apply to certain disciplines. The likelihood ratio of the model is highly significant (p =.000) suggesting choice behaviour can be effectively explained by a set of particular explanatory variables. The marketing application of the logit model in generating 'student types' and simulation analyses is discussed. These findings have implications for higher education institutions wishing to develop segmented marketing strategies to influence choice behaviour of prospective students.