What motivates parents to choose a particular school?

To answer this question, 22 parents from Melbourne and regional Victoria, Australia, were interviewed. These parents came from a broad range of middle socio-economic backgrounds.  Parents were sourced through school newsletters or advertisements in local community newspapers. The diversity of this group of parents is provided in the table below.

Demographics

Table 1.Demographics of parents interviewed.

Parents where asked open questions at the beginning of each interview about their children’s education and the school which they attend. A set of specific questions were then asked about when they started to decide on a school, what they thought were positive and negative characteristics of a school, the importance of teaching and academic performance, the culture of the school, and proximity of the school.  Questions were also asked to understand how the parents arrived at a joint decision, whether their children participated in the decision making, and how they went about collecting information in order to choose or evaluate a school.

One part of the interview analysis involved tabulating a list of preferences parents indicated as reasons for choosing, or not choosing, a particular school.  Each interview was then evaluated to generate a list of preferences that were salient for each parent in their school choice decision.

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