PARENTS’ PREFERRED ATTRIBUTES
Date
2011-05-17
Authors
Mendes, Hugo
Journal Title
Journal ISSN
Volume Title
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Abstract
The business model of education – which treats parents as
customers – has been adopted in order to perform a detailed
study of parents’ preferences within the context of School
Effectiveness Research. In t h i s study, the attribu tes perceived
as important measures of quality in secondary schools, have
been explored and identifi e d .
The two-phased study applied input from an initial exploratory
questionnaire with a variety of stakeholders to a mainly
quantitative phase two questionnaire. The identified categories
of at t ributes were rated and weighted by conjoint analysis by
parents o f s el ec ted high schools.
The findings ident i f ied th a t parents perceive tangi b l e a t t r i b u tes
as more important than intangible ones. For instance,
comprehensive facilities and information resources, as well as
strict academic goals, were rated as more important than the
quality o f t h e t e a c h e r s .
Recommendations have been proposed, linking parents’
perceived attributes of school effectiveness to schools’ r o l e s i n
maximising custome r sat i s f a c t i o n
Description
MBA - WBS
Keywords
Secondary schools, High schools, Education