The drivers of student enrolment and retention: a stakeholder perception analysis in higher education
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Date
2013-03
Authors
Angelopulo, George
Journal Title
Journal ISSN
Volume Title
Publisher
Faculty of Law, University of the Free State
Abstract
This study identified the drivers of student participation in the academic programmes of a South African
university department. First, it explored the determinants of student enrolment and retention from
earlier research and literature. Second, it discussed the utility of Q methodology in the identification of
subjective perception. Finally, it isolated dominant perceptions of the factors that govern enrolment and
retention in the academic programmes of the Department of Communication Science at the University
of South Africa. The research was undertaken amongst a diverse group of students, faculty, support and
oversight staff, chosen to represent as wide a range of opinions on the topic as possible. Q methodology
was used to categorise the variety and span of subjective opinion on the market-related, service quality
and cultural variables that support or undermine student participation in the department’s academic
programmes. Eight richly diverse accounts were derived, reflecting the most salient perceptions on the
topic. Underlying factors that supported student enrolment and retention were the reputation, credibility
and image of university and department, and specific academic, disciplinary, technical and administrative
competencies. The main factors that undermined enrolment and retention were the scope of research
and tuition, institutional performance, inconsistency in teaching quality and the relative inaccessibility
of tuition material. The research framework described in this paper offers a promising resource for the
student development strategies of academic institutions.
Description
Keywords
Student enrolment, Student retention, Higher education, Q methodology, Student development strategy, Unisa, Communication, Solution meaning, Perception analysis, Brand perception, University marketing
Citation
Angelopulo, G. (2013). The drivers of student enrolment and retention: a stakeholder perception analysis in higher education. Perspectives in Education, 31(1), 49-65.