A Research on Parents’ Preferences for School Marketing Distinctive Product in Changhua County

• Main Authors: Yu,Tza-Ling, 尤資齡
• Other Authors: Ho,Hsuan-Fu
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/59183143187035572581

碩士 === 國立嘉義大學 === 教育行政與政策發展研究所 === 97 === In light of recent educational decentralization reforms, government, educators, scholars, and general publics are emphasizing the role that distinctive product development play in the increasingly competitive educational market. Schools in Taiwan have then struggled for more than one decade to develop their own distinguishing products, but many are not recognized and/or preferred by the parents. This research was thus aimed to examine parents’ perceptions of and preferences for distinctive educational products developed by schools in Chuanhua County. A questionnaire survey was issued to 1590 parents, of which 1447 were obtained, resulting in a responding rate of 91%. The major findings were as follows: 1. Regarding core product development, parents emphasize ethic education mostly, followed by academic knowledge learning. 2. Ethic education and academic knowledge learning are once again perceived by parents as the two most important tangible products. 3. After-school compensatory education scored highest by parents when considering school extended product development.