THE KEY FACTOR AND DECISION BEHAVIOR OF THE ELEMENTARY SCHOOL STUDENTS' PARENTS SELECTING ENGLISH SUPPLEMENTARY SCHOOL FOR THEIR CHILDREN.

• Main Authors: Hsiao-hsia Wang, 王筱霞
• Other Authors: Li-chih Ying
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/21323803911277893337

碩士 === 南華大學 === 管理科學研究所 === 92 === 　　Starting from the academic year 90, the ministry of education has included English in the elementary school curriculum. However, each elementary school adapts its own local special teaching method, which various results causing anxieties in the parents. It could be seen from the spread of bilingual kindergartens and kids English supplementary school everywhere. The English supplementary school appears to be a fashionable and alternative educational business. 　 　　This research focuses on the differences in the backgrounds of elementary students’ parents who send their children attend the English supplementary school. The methods of analysis included the basic descriptive statistic analysis, reliability analysis, Chi-square independent test, factor analysis, t-test analysis and one-way ANOVA, Pearson correlation analysis and cluster analysis. The aims are to help the educational businesses to understand the characteristics of their target markets and to provide the studying results for the academia and education circles as a reference for making the future English teaching policies in the elementary schools. 　 　　The following conclusions are reached through the analysis of the collected data. It shows significant difference of whether or not students attends an English supplementary school are determined by the age, educational degree, job, monthly income and residential area of their parents. The recognition of parent is significant difference of whether or not students attend an English supplementary school . The main motivations of the parents whose children attend the English supplementary school are the curriculum design, the environment and the recommendation. Parents of the demographic characteristic variable are part of significant difference on the parents’ recognition, motivations of attending English supplementary school, quality of teaching services and marketing mix strategies of English supplementary school. Different parents’ recognition is significantly correlate to motivate of attending English supplementary school. A significant correlation exists between “the motivations of attending English supplementary school” and“ the quality of teaching services”, and “marketing mix strategies of English supplementary school”. The main motivations of the parents whose children attend the English supplementary school are separated into difference cluster through market segmentation. After cluster analyzing through two steps , it could separate these parents into three groups as “preemptive type” “practical type ” and “go with the current type”. Parents of demographic characteristic variable cause part of significant differences of parents of different clusters. A significant difference exists on the quality of teaching services and marketing mix strategies of English supplementary school for parents of different clusters .