Segmenting Business Students Using Cluster Analysis Applied To Student Satisfaction Survey Results

Abstract

This paper demonstrates a new application of cluster analysis to segment business school students according to their degree of satisfaction with various aspects of the academic program. The resulting clusters provide additional insight into drivers of student satisfaction that are not evident from analysis of the responses of the student body as a whole. The results show how predictors of satisfaction cited in prior studies, such as quality of advising and degree of social integration, are important to some students but less important to others.