Factors Affecting Decisions for Graduate Study Selection. Master of Business Administration Program

Abstract

This study aims to investigate the factors influencing the decision to pursue graduate studies in the Master of Business Administration (MBA) program in Bangkok. A quantitative research approach was employed, collecting data through questionnaires from a sample of 400 individuals currently studying or interested in pursuing graduate studies in the MBA program in Bangkok. The sample was selected using purposive sampling, and the data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation, as well as hypothesis testing with t-tests, F-tests, and multiple regression analysis. The results indicated that personal factors such as gender and income had no significant impact on the decision-making process, while occupation was a significant factor. Among the marketing mix factors, product and promotion, particularly promotion, were found to have the most substantial influence on the decision to pursue graduate studies. The findings of this study can be utilized to develop curricula and marketing strategies that effectively align with the needs of students and the labor market.