Conjoint analysis

The study uses conjoint analysis as a methodological approach, in which the students see two hypothetical apprenticeship profiles and then have to decide on the more attractive of the two profiles.

The apprenticeship profiles shown differ in terms of their IT relevance, the frequency of contact with fellow human beings, the possibility of combining career and family, and the future salary prospects.

The planned study will be conducted at the end of 2022 with fourteen- to fifteen-year-old students (eighth grade). The study will be realized in German-speaking Switzerland in the cantons of St.Gallen and Lucerne. 

Expected results

The methodology used in the conjoint analysis allows conclusions to be drawn about the factors that make an apprenticeship appear attractive and what influence the IT-relatedness (the degree of IT load) has on the perceived attractiveness.

With the aim of promoting apprenticeships in the field of information and communication technologies (ICT), aspects can be identified that should be taken into account when designing ICT apprenticeships that are perceived as attractive.

In some cases, apprenticeship are still associated with fixed gender roles, which can also have an influence on the choice of profession. The study can be used to examine gender-specific differences in the perception of apprenticeship profiles more closely. This would help to better understand how, for example, women who would like to learn an ICT profession could be better supported.

University of St. Gallen
School of Management, Economics, Law, Social Sciences, International Affairs and Computer Science