Prospective student orientation in higher education: Development of the construct

Abstract

The aim of this paper is to conceptualise and empirically examine the constructs that constitute the concept of Prospective Student Orientation (PSO). Using a discovery-oriented approach, conducted by supplementing educational and marketing literatures with in-depth interviews from 21 marketing personnel in seven different UK universities, the authors identified three second-order formative constructs to measure the concept of PSO. These three constructs were then validated using rigorous and different statistical techniques. The study confirms that the measurement instrument for PSO, which consists of 36 items, can be validly and reliably measured using the six multi-item components: information generation; information use; interfunctional coordination; intrafunctional coordination; managing recruitment and promotional activity; and managing prospective student interactions. The effect of PSO on university business performance and university selectivity was also hypothesised and tested using structural equation modelling.