Measuring university performance in Tanzania: A comparative analysis of market orientation scales

This study makes a comparison between a well- established tool for measuring market orientation (MKTOR) with a new tool especially designed for measuring university performance, i.e., University MARKOR. Data were collected from 212 private and public universities across Tanzania and were an analyzed using AMOS 22. A response rate of 58.2% was achieved and considered adequate. The findings show that both scales demonstrated good model fit. Consistent with previous studies University MARKOR has demonstrated superior psychometric properties than MKTOR.Strong leadership is needed at universities in order to identify new sources of funding and reduce their dependence on traditional sources such as school fees, subventions and grants. A major contribution of this study is that it is the first ever study in Africa which is pan territorial involving both private and public universities that has tested the robustness of market orientation scales.