Analysis of the Factors that Determine the Choice of a Master's Program

The market for educational services is constantly undergoing various changes, therefore higher educational institutions face a high level of competition, they need to adapt to such a dynamic market, opinions and opportunities of applicants. Students who plan to study for a master's degree make the choice of an educational program more consciously than those who enter the baccalaureate. The purpose of this study is to consider the factors that influence the selection of master's programs by applicants, and to determine the optimal set of these characteristics. To achieve these goals, the focus group method is used in the work, then an online survey is conducted among students of 3-4 bachelor's courses and 1-2 master's courses studying at various educational programs at universities in St. Petersburg and Moscow, and then the data are processed by conjoint analysis. Based on the data obtained, it was revealed that the cost of training is a key factor in choosing a master's program as an applicant. The format of training also has a significant impact on choice. Currently, face-to-face format is a priority for most students, despite the relevance of online learning in the context of the pandemic. The significance of such a factor as the possibility of combining study and work for students receiving a master's degree on a commercial basis is also disclosed. In the course of work, differences in results were found for groups of respondents, compared by gender, course of study, direction of study and city of education. This work allows university leaders to understand what parameters need to be improved, how various factors affect the choice of a master's degree, and how to build a policy for attracting and teaching students in a master's degree.