Preferences of BS Social Work graduates for board examination review centers: A conjoint and cluster analysis

Abstract

This study determined the preferences of Bachelor of Science in Social Work (BSSW) graduates for board examination review centers and identified distinct preference segments within this market. A quantitative design using conjoint analysis was employed. Data were gathered from 149 BSSW graduates, who ranked hypothetical review center profiles built from five attributes: track record, reviewers, review materials, conduciveness, and affordability. Part-worth utilities and relative importance values were estimated, and k-means cluster analysis was then applied to the individual utilities to segment respondents. Affordability was the most important attribute (34.02%), followed by conduciveness (23.95%), reviewers (14.39%), track record (14.00%), and review materials (13.63%). Respondents most preferred a fee of ₱10,000 and below, a capacity of 100 examinees and above, a track record above the national passing rate, and review materials updated within the past three years. Cluster analysis identified three segments: Price-Sensitive, High-Capacity Seekers (67.8%), Price- and Track-Record-Oriented Seekers (14.8%), and Recent-Materials, Moderate-Capacity Seekers (17.4%). The model showed moderate internal fit, but holdout validation was weak, so the findings should be interpreted with caution. The study concludes that price is the dominant consideration for most BSSW graduates, although a meaningful minority values instructional quality over cost. Review centers may use these segments to design differentiated and affordable review packages.