Conflict in Graduate Education between Organizational and Individual Values: A Quantitative Descriptive Study
Phillip Davidson, University of Phoenix, United States
Innovate Learning Summit 2020, Publisher: Association for the Advancement of Computing in Education (AACE)
The competition to enroll and retain students by higher learning institutions is intense. Retention and persistence are common themes in today’s academic research. Efforts to enroll and retain students focus on a variety of strategies. One strategy is to focus on marketing the educational institution's values as an attractor for potential students. The values portrayed are often those deemed by market research to be the most likely to attract and retain students. However, the problem may be that there is a mismatch between actual student values and real organizational values. This research study utilized a survey tool to measure goal value differences between the student body, faculty, and administration of a university in the Southwestern United States. The survey responses suggested a significant quantifiable difference in the goal values between the three groups, with students matching the University's published values more closely than the faculty or administration. The study demonstrated that it is possible to quantify group values. A better understanding of group values within higher education may provide a closer strategic alignment of stakeholder groups and help recruit and retain students.
Davidson, P. (2020). Conflict in Graduate Education between Organizational and Individual Values: A Quantitative Descriptive Study. In T. Bastiaens & G. Marks (Eds.), Proceedings of Innovate Learning Summit 2020 (pp. 685-697). Association for the Advancement of Computing in Education (AACE).
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