A Multivariate Repeated Measure Analysis of Importance and Performance on College Choice: A Case Study of UNLV Hotel College Students

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The purpose of this study was to investigate differences between student’s importance of college choice and their satisfaction of school’s performance of the choice factors between three different resident levels: in-state, out-of-state, and international students. This study first identified five factors of college choice, using factor analysis. Second, students’ perceived importance and their satisfaction of school’s performance on the five factors were measured across the three groups, employing a multivariate repeated measure analysis of variance (ANOVA). Last, the results were compared with importance-performance analysis (IPA) to verify the findings. The study revealed significant differences on the factors between importance and performance among the three groups through interaction, main, and simple effects. The current research suggests a repeated measure of ANOVA as an alternative IPA to understand the differences between importance and performance among different groups. This case study provides college recruiters with detailed insights to attract potential students not only domestically but also internationally.