Preference analysis of determining jobs using conjoint analysis

Nowadays, there are many graduates who are not directly employed after receiving bachelor's degree. The graduates who are not employed seem largely unaware of career opportunities and unsure of how to apply their skills in the workforce. This indicates a lack of career guidance, coaching and counselling. This research aims to study people's preferences on determining their jobs by using conjoint analysis. Four factors are evaluated: (1) income, (2) suitability of the workplace with educational background, (3) field of works, and (4) working hours, which has different level category values. Monotonic analysis of variance is used to analyze the data and the results are (1) utility value which is useful to know the most desirable level of each attribute and (2) its relative importance value to know the most considered attribute on determining their jobs. The full profile method of conjoint analysis shows that income is the most considered attribute value.