Title

School Choice Attributes: Positioning a Private School

Abstract

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.

Department(s)

Marketing

Document Type

Article

DOI

https://doi.org/10.1300/j396v28n04_02

Keywords

school choice, private school, educational attributes

Publication Date

6-29-1905

Journal Title

Services Marketing Quarterly 28

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