Not All International Students are the Same: Understanding Segments, Mapping Behavior

World Education News & Reviews, Vol. 25, No. 7, August 2012

5 Pages Posted: 22 Dec 2012

See all articles by Rahul Choudaha

Rahul Choudaha

University of California, Berkeley - Center for Studies in Higher Education (CSHE); DrEducation

Kata Orosz

World Education Services

Li Chang

World Education Services

Date Written: August 1, 2012

Abstract

International students aiming to study abroad form a highly heterogeneous group. Differences in academic preparedness and financial resources translate into differences in what information students look for and where they look for it during their college search. Based on the survey response of nearly 1,600 prospective international students from 115 countries collected October 2011 through March 2012, we segment international students into four distinct groups: highfliers, strivers, explorers and strugglers. We find significant difference in their information needs and use of information channels. It suggests that higher education institutions need to gain a better understanding differences of international student profiles so as to prioritize their outreach strategies. In particular, debates about the use of agents and social media should be grounded in an understanding of which segments use those channels and whether the institution is interested in recruiting those segments. Comprehensive report available for download from WENR link.

Keywords: international recruitment, segmentation, information search behavior, international student mobility

JEL Classification: N30, I20, I21, J00

Suggested Citation

Choudaha, Rahul and Orosz, Kata and Chang, Li, Not All International Students are the Same: Understanding Segments, Mapping Behavior (August 1, 2012). World Education News & Reviews, Vol. 25, No. 7, August 2012, Available at SSRN: https://ssrn.com/abstract=2185422

Rahul Choudaha (Contact Author)

University of California, Berkeley - Center for Studies in Higher Education (CSHE) ( email )

310 Barrows Hall
Berkeley, CA 94720
United States

DrEducation ( email )

NJ
United States

HOME PAGE: http://https://DrEducation.com

Kata Orosz

World Education Services ( email )

P.O. Box 5087
Bowling Green Station
New York, NY 10274
United States

Li Chang

World Education Services ( email )

P.O. Box 5087
Bowling Green Station
New York, NY 10274
United States

HOME PAGE: http://www.wes.org/ras

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