FACTORS DESCRIBING STUDENTS´ PERCEPTION ON EDUCATION QUALITY STANDARDS

Education quality assurance is the necessity for today's competitive environment in university education. Quality assurance standards and strategies are being used in most of universities and higher education institutions. But the perception of quality standards is being usually seen from the perspective of a university management. This study aims to analyze and present perceptions of students towards a measurement of education quality standards and to identify significant groups of students according to their preferences in education quality. Students' questionnaires and focus groups collected the data. Two dimensional and multi-dimensional statistical methods were used to evaluate the results. The outputs show five groups of students based on their perception of the education quality. Examination of students' interest in specific areas, subjects and courses leads to identification of factors which affect their preferences in education. The paper found five significant groups of perceived quality by students. These are Quality receptionists, Business oriented, Expert innovators, Distance learners and Arrangement oriented. Limit of the study is a narrow focus on one private university. This study may encourage other papers to develop and test further the impact of education quality on students' preferences for measurable improvements. The paper is an extension of the conference paper presented on ERIE conference 2017.