Using Choice-Based Conjoint Data as Input in ELECTRE II: University Preference Case in Turkey

Abstract

The main objective of this study is presenting usage of conjoint data in one of the multi criteria decision techniques (MCDM) ELECTRE II in the context of decision-making process. The approach has been implemented by establishing an objective ranking of private universities in the context of university candidates' preferences. ELECTRE II procedure is performed on the factors affecting the preference of private universities among candidates and the investment expenditure distribution of the universities. Preference data were collected by Choice-Based Conjoint (CBC) method from 296 students who were in the preference process after 2016 university entrance exams in Turkey. The results obtained from CBC were used as input in ELECTRE II in order to determine a complete and objective ranking of universities. As a result, it could be seen how the rankings differ according to student preferences when investment expenditure areas of universities change the weights of factors. This approach also allowed us to describe the market situation in general thus each university could make a comparative assessment of its own.