Tüketici tercihlerini belirlemede konjoint analizi

The purpose of this study is to conceptualize the method of Conjoint Analysis through its application. In doing so, Conjoint Analysis is applied to a study which aims to determine the factors influencing selection of university among candidate students for university. Concerning the factors which affect the decision of students about university selection, in this study, 9 factors are listed depending upon the literature survey in the same area. These factors are the type of education system, the number of books in the library, university?s reputation, campus style, the location of university, education language, the profile of academic personnel, type of the ownership of university and the total number of students of the university. The questionnaire has been responded by 173 university candidate students as the sample of this study. The students were selected from different institutions that are giving preparation courses for University Entrance Exam. The questionnaire has been conducted in Izmir region. The results of the study which were interpreted through Conjoint Analysis indicated that the first three important factors in the decision making about university selection, (1)university?s reputation (2)type of the ownership of university (3)number of books in the library. Consequently, this study contributes to the literature in terms of theorizing Conjoint Analysis through conducting a study on determining the most important criteria of university selection. The application of this questionnaire also provided an analysis about the preferences and criteria of Turkish university candidates in deciding their university choice.