Handbook for Quality Assurance in Higher Education The ... - TCU

SECTION 1: Quality in Higher Education
The word quality is often used without explaining what quality is. However, everybody who
thinks about quality and quality assurance is faced with the question:
“What is quality?” When talking about quality and quality assurance, it is important to speak
the same language. We must understand each other and we must have a shared idea about
quality. In this chapter, some general ideas about quality and quality assurance will be explained.
1.1 What is quality?
Many discussions on quality start with a quote from the book “Zen and the Art of Motorcycle
Maintenance”:
“Quality...you know what it is, yet you don’t know what it is. But that’s self-contradictory. But
some things are better than others, that is, they have more quality. But when you try to say
what the quality is, apart from the things that have it, it all goes poof! There’s nothing to talk
about. But if you can’t say what Quality is, how do we know what it is, or how do you know
that it even exists? If no one knows what it is, then for all practical purposes, it doesn’t exist at
all. But for practical purposes it really does exist. What else are the grades based on? Why
else would people pay fortunes for some things and throw others in the trash pile? Obviously
some things are better than others... but what’s the ‘betterness’? So round and round you go,
spinning mental wheels and nowhere finding any place to get traction. What the hell is
Quality? What is it?”
In spite of these reflections by Pirsig, many books and articles have been written to try to describe
the nature of quality. But quality is like love. Everybody talks about it and everybody
knows what he/she is talking about. Everybody knows and feels when there is love. Everybody
recognises it, but when we try to define it we are left standing empty-handed. The same
counts for the concept of quality. There is no general consensus on the concept of quality. An
absolute definition of quality does not exist because just like beauty quality is in the eyes of
the beholder.
While the general concept of quality is a difficult one in itself, quality in higher education is
much more complex, because it is not always clear what the “product” is and who the
“client” is. Is the “graduate” the “product” that we offer society and the labour market? or is
the graduate-to-be, the student, our “client” and the program that we offer the “product”? We
can only say that a university has a multiple product system and a multi-client system.
Guidelines for Self Assessment
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IUCEA/ CHE/ NCHE/ TCU/ DAAD