School Choice Attributes: Positioning a Private School
This study was conducted to determine the attributes which parents use in determining the type of school they wish their child to attend. To this end, a sample consisting of 304 parents were asked to rate eleven educational attributes and respond to several openended questions. Statistically significant differences were found which would allow private schools to employ specific marketing strategies toencourage higher enrollment levels.
school choice, private school, educational attributes
Parker, R. Stephen, Sherry Cook, and Charles E. Pettijohn. "School choice attributes: Positioning a private school." Services Marketing Quarterly 28, no. 4 (2007): 21-33.
Services Marketing Quarterly 28