On Job Attribute Preferences among Graduates under Conjoint Analysis

This study analyzes job attribute preferences in career decision of 307 graduate students under conjoint analysis. It shows that there is a significant difference in jobs attributes weight between conjoint analysis and self-reports. The important job attribute under conjoint analysis is career development opportunity, the next are income, work location, and the last consistency of job and interest. The result also shows that there is a significant individual difference in gender, grade and birth place.