Parents’ decision-making regarding international secondary education provider
Lingrong, Liu
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Cite this item:
Lingrong, L. (2019). Parents’ decision-making regarding international secondary education provider (Thesis, Master of Commerce). University of Otago. Retrieved from http://hdl.handle.net/10523/9169
Permanent link to OUR Archive version:
http://hdl.handle.net/10523/9169
Abstract:
Viewing education as a product helps to investigate education from a marketing perspective. Specifically, researching choice in education in an economic methodology produces social and private benefits. While there are many studies on choice of international tertiary education providers, few studies focus on the international secondary education market. This article addresses this research gap, using a two-part quantitative study to demonstrate the role of heuristics play in parents’ decision-making process regarding education providers. Heuristics are involved with the formation of both constructive and functional attitudes that is the core of the information search and evaluation stage, the second stage of decision-making process.
Date:
2019
Advisor:
Mather, Damien; Insch, Andrea; Xia, Raymond
Degree Name:
Master of Commerce
Degree Discipline:
Marketing
Publisher:
University of Otago
Keywords:
Education; New-Zealand; International-tertiary-education; Decision-making
Research Type:
Thesis
Languages:
English
Collections
- Marketing collection [161]
- Thesis - Masters [3381]