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Institute
Purpose
Attracting skilled students is an important aim of many cities in a knowledge-based society. This paper focuses on urban factors of attractiveness from a student's perspective and analyses their influence on locational choices of students. The criteria found were also used to evaluate how the City of Osnabrück, Germany, is rated in terms of these criteria and to reveal the greatest discrepancies.
Design / Methodology / Approach
The paper is based on a multi-level empirical research concept, including qualitative and quantitative approaches. A survey of 2,300 students was conducted in Osnabrück on the basis of focus group discussions with students and interviews with various experts such as a neighbourhood manager, an urban planner, a district mayor, a college president, a real estate manager.
Originality/value
To date, little research has been undertaken to empirically examine the specific requirements that German students look for in a place to live and study. According to the author’s present state of knowledge (January 2018), a comparable study has not been done.
The main contribution of this paper is the empirical analysis of what makes cities attractive to students. In contrast to the findings of Richard Florida about the Creative Class, the cleanliness of a city, beautiful city scenery, and attractive apartments are more important to students than cultural offers, interesting job opportunities, or a multicultural population.
Practical Implications
Insights from the empirical survey can both help to analyse important factors in students' decision-making process and provide possible measures that the city stakeholders can take.
Keywords
1. Knowledge-based urban development
2. Mobility decisions by students and skilled professionals
3. Location factors
4. Place branding
Proposed paper: Academic Research Paper
Still Searching or Have You Found It Already? – Usability and Web Design of an Educational Website
(2018)
Background: Apart from a straight-forward and intuitive operability an appealing design determines the success of a website equally well. For this reason, the selection of images and navigation bars plays a determining role. The eye tracking method proved to be appropriate in order to verify the usability of websites. Objectives: The aim of the study was to improve the usability of the website of an educational institute for trainees as target group. Methods/Approach: For this purpose, the use of an eye-tracking technology was combined with a survey. The eye-tracking study was implemented task-oriented. Test persons were asked to search for particular courses within this institute. Results: This approach in combination with a subsequent questionnaire resulted in tangible indications of search patterns of the test group. Furthermore, their perception and their appraisal of the usability as well as the web design was analysed. Even though most tasks were accomplished effectively and efficiently with a positive user feedback, a potential for improvement was detected, in particular with regard to the images and the location of the search field. Conclusions: The selected choice of methods enables researchers and web designers to derive recommendations for the orientation, structure, optimisation and comprehensibility of a website.