Students' evaluations of teaching are increasingly used by universities to evaluate teaching performance. However, these evaluations are controversial mainly due to fact that students value various aspects of excellent teaching differently. Therefore, in this paper we propose a new approach to student evaluation of university teaching based on data from conjoint analysis. Conjoint analysis is a multivariate technique used to analyze the structure of individuals' preference. In particular, our approach accounts for different importance students attach to various aspects of teaching. Moreover, it accounts explicitly for heterogeneity arising from student preferences, and incorporates it to form comprehensive teaching evaluation score. We have conducted survey and confirmed applicability and efficiency of the proposed approach.
The unique motives of young travellers make this market segment very important to the key objectives of the global tourism plan. Accordingly, it is important to understand better the main drivers that affect their choice of a tourism offer. This paper introduces conjoint analysis as an appropriate tool for evaluating the preferences of travellers. The survey was conducted on a sample of 514 respondents. To isolate homogeneous young traveller segments, preference-based segmentation was performed on the conjoint data. Based on the study findings, a marketing strategy for each identified market segment is suggested.
The aim of this paper was to determine students’ preferences towards e-learning environment in order to select and design its components that suit the needs of student’s best. The research was implemented using conjoint analysis. Three dimensions of interest were considered: e-learning technology, teaching method and knowledge assessment and the results show that knowledge assessment is the most important e-learning attribute for both traditional and online students. Adding into consideration the teaching method as well, further analysis showed that students can be profiled in two segments: oriented on results or process, which can be used at the beginning of studies to adjust e-learning environment. Research findings emphasized student preferences as essential for designing e-learning system, while student satisfaction turned out to be a key factor determining their persistence for studying in e-learning environment. Finally, recommendations for improvement of existing e-learning system were given.
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