Online measurement of academic programme preferences for distance learners in Hong Kong

The purpose of this paper is to report on the development of the first online self-directed inventory on the measurement of academic programme preferences (MAPP) for potential students at the Open University of Hong Kong (OUHK). In this study, trait-factor theory and personality type theory were employed. 1,963 respondents in Hong Kong were surveyed using a multi-stage stratified cluster sampling technique. The inventory, consisting of 132 items, was developed and eight personal attributes were found: Influential, Enterprising, Social, Helping, Explorative, Technological, Logical, and Reflective. The minimum desirability of each of these attributes for all programmes offered at the OUHK was assessed by course administrators. Students' ratings on the eight personal attributes were evaluated against the minimum ratings, based on a nine-point scale, to determine their academic preferences. A computer-assisted multidimensional MAPP was set up online in both English and Chinese and was linked to the University's homepage. By completing the MAPP online, distance learners could obtain their personal profiles and a list of suggested OUHK programmes instantaneously. Connected to the University's aim to foster lifelong learning, the MAPP is expected to ease the academic selection process and reduce the number of dropouts by enhancing students' success with their chosen programmes.