A Quantitative Study of Higher Institutional Marketability Factors

The main focus of this research was to investigate reasons why students chose university of Uyo and the extent to which each reason determines the students’ choice. The research design was causal comparative (ex-post facto). The target population was all the Post University Matriculation Examination (PUME) candidates that applied for the 2012/2013 academic year admission into the University of Uyo. A cross section of 243 candidates was used. Validity of Marketability Factors for Institutional Attractiveness Questionnaire (MFIAQ) was documented and the internal consistency of the instrument was obtained with the Cronbach’s alpha as .72. The research questions formulated to guide the study were analysed using measures of central tendency (the mean) frequency, percentage and ranks. Data collected were analyzed and results tabulated with the relevant headings using percentages and frequencies. The results were that some factors actually instigate the institutional marketability than others; many candidates did not take into consideration whether the school is a Federal State institution or not; its broad or narrow education to prepare one for the future; and their gut feelings. Recommendations were given based on the results as stated.