Abstract
This study sought to categorise students based on the preferences that influenced their choice of distance education program in Ghana. Questionnaires were used to collect data from 120 students taking part in the University of Education, Winneba (UEW) distance education (DE) programme at the Kumasi Girls Senior High School [SHS] Study Center. Respondents were segmented into three clusters (highly, moderately, and least satisfied) based on four preferences (price, quality, packaging, and social boding) that influenced their satisfaction with the distance education programme. Results from both hierarchical and non-hierarchical cluster analysis with squared Euclidean distance and Ward’s method showed that the highly satisfied cluster was driven by the quality of service and the competitive fees structure of the UEW distance education programme. Further analysis of the differences between the clusters indicated that satisfaction with the UEW distance programme significantly differs across the three segments.
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