University of Wollongong. Research Online

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1 University of Wollongong Research Online University of Wollongong Thesis Collection University of Wollongong Thesis Collections 2007 Primary school choice selection: examining parental school choice decision behaviour using the theory of reasoned action and the theory of planned behaviour Edmund Goh University of Wollongong Recommended Citation Goh, Edmund, Primary school choice selection: examining parental school choice decision behaviour using the theory of reasoned action and the theory of planned behaviour, M.Mark.-Res thesis, School of Management and Marketing, University of Wollongong, Research Online is the open access institutional repository for the University of Wollongong. For further information contact the UOW Library:

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3 Primary School Choice Selection: Examining Parental School Choice Decision Behaviour Using The Theory of Reasoned Action and The Theory of Planned Behaviour A thesis submitted in fulfilment ofthe requirements for the award ofthe degree of MASTERS OF MARKETING (RESEARCH) from the UNIVERSITY OF WOLLONGONG by EDMUNDGOH SCHOOL OF MANAGEMENT AND MARKETING 2007

4 CERTIFICATION I, Edmund Gob, declare that this thesis, submitted in fulfilment of the requirements for the award Masters of Marketing (Research), in the Department of Management and Marketing, University of Wollongong, is wholly my own work unless otherwise referenced or acknowledged. The document has not been submitted for qualifications at any other academic institution Edmund Goh 31 March 2007

5 ACKNOWLEDGEMENTS This research is funded by the Australian Research Council (ARC) through the Discovery Grant Scheme (DP ). I would like to thank the Australian Research Council and the University of Wollongong for the award of a scholarship and fee waiver scholarship. I would particularly like to thank all preschools and kindergartens which participated fur their support and assistance with this research study. I would also like to thank my mentor and supervisor, Professor Sara Dolnicar, who has given me enormous support and direction in completing this research. Your graciousness and forgiveness I will always remember. Thanks for your strict discipline, meticulous and intelligent vision that gave me confidence in my research. To Mum, Dad and Esther - thanks for being so encouraging with your faith and belief in me for the past 27 years without que stions or doubts. Even though we are poles apart, your love for me have always been there as my strength. Especially to my mum who has been praying and giving me her best and all that she can provide for me. I thank god and my parents for all the wisdom, strength, courage and love that made this possible. I couldn't have done it without you. Chinge, thanks for walking with me through my thesis journey. I would also like to thank Sarah Endacott for editing services and fellow friends and colleagues who provided help in a way or another. The quest for knowledge is never- ending just like contentment. The beginning ofthe end is the end ofthe beginning. We know what we are but know not what we may be. Let this be a memorable milestone in my life and certainly one ofmy greatest legacy Edmund Goh. 3

6 ABSTRACT Many studies have tried to identify why parents might choose a particular primary school fur their children, but none have taken advantage of established behavioural theories to analyse school choice systematically. This study uses the theory ofreasoned action (TRA) and the theory of planned behaviour (TPB) to gain insight into why parents choose government primary schools in the Wollongong region, Australia. The research used a mixed methods approach comprised of a focus group (n = 7), short surveys (n = 40), long surveys (n = 13), short interviews (n = 10), long interviews (n = 10) and a literature review to elicit salient beliefs of the parents. Based on the elicitation study, a questionnaire was developed for a quantitative study (n = 93) to predict parental behavioural intentions to choose a government school for their children. Results of the quantitative study showed that the TRA (R 2 = 67.8 per cent) was more useful over the TPB (R 2 = 66.9 per cent) in the prediction of government school choice intentions. Attitude emerged as the strongest predictor of behavioural intentions, while perceived behavioural control did not emerge as a significant predictor. The main factors that affected choice ofa government school included the proximity of schools to homes and absence of religious teachings. The fullowing important reference groups emerged as influential: husband and wife, relatives and school teachers. By demonstrating the significance of these predictors, this present study is helpful to public primary schools and policy makers in providing guidance which marketing measures could be taken to increase the probability of parents choosing a public primary school for their child. 4

7 Contents CERTIFICATION ACKNOWLEDGEMENTS ABSTRACT Contents TABLES FIGURES 1. INTRODUCTION Research Problem and Aim Structure ofthesis PRIOR RESEARCH Classifications ofparental Reasons for School Choice Academic Reasons Racial Reasons Geographic Reasons Ideological Reasons Non-Educational Reasons Past School Choice Elicita tion Techniques Family Decision Making Theoretical Framework for the Study The theory ofreasoned action The theory ofplanned bebaviour External Variables : Application ofthe TPB in Education and Schooling Research Gaps RESEARCH OBJECTIVES/HYP01HESES Research Objective 1: Explanatory Power ofthe TRA/TPB Mode Research Objective 2: Past behaviour ofparents Research Objective 3: Mixed elicitation research methods Research Objective 4: Parental level ofperceived influence Research Objective 5: Brand image ofdifferent school type s ME1HODO LOGy Elicitation Study Fieldwork Administration Analysis ofelicitation Study Quantitative Study :

8 Fieldwork Administration Questionnaire Items Questionnaire Design Pre-Test and Amendments Analysis ofquantitative Study RESULTS AND DISCUSSION Elicitation Study Results Sample Size and Response Rate Elicited Beliefs Discussion ofphase Quantitative Study Results Sample Size and Response Rate Demographics Computing Sum Measures for TPB Constructs Hypothesis Testing CONCLUSION Practical Implications Theoretical Imp lications Limitations Future Research REFERENCES APPENDIX Cover Letter Introduction Letter Instructions and Questionnaire Publications and Presentations Arising from the Research Refereed Conference Publication Research Seminar Presentation Work in Progress 138 6

9 TABLES Table 4.1 Reasons fur Non-Participation : 55 Table 5.1 Sample Size and Response Rate for the Various Data Collection Methods Used in the Elicitation Study 66 Table 5.2 Demographic Results 77 Table 5.3 Correlations between BI and Direct Measures of TPB 80 Table 5.4 Predicting government school Choice Behavioural Intentions from Direct Measures: Hierarchical Regression 81 Table 5.5 Correlations between BI and Indirect Measures 83 Table 5.6 Predicting Government School Choice Behavioural Intentions from Indirect Measures: Hierarchical Regression 84 Table 5.7 Correlations between Direct and Indirect Measures 86 Table 5.8. Regression Analysis ofsum Belieflterns on Behavioural Intentions 87 Table 5.9 Chi-square Tests between Behavioural Intentions and Past Behaviour 94 Table 5.10 Parental Level ofperceived Influence in School Choice Behavioural Intentions (Overall Perception) 98 Table 5.11 Parental Level ofperceived Influence in School Choice Behavioural Intentions (Fathers' and Mothers' Perception Separately) 99 Table School's Brand Image Based on Parental Behavioural Beliefs: AN OVA 100 7

10 FIGURES Figure 1.1 Australian Stud ent Enro lment Figures for Govermnent, Catholic and Independent Schools ( ) 9 Figure 1.2 Percentage ofaustralian Student Enrolment Figures for government, Catholic and Independent Schools ( ) 10 Figure 2.1 Percentage of Australian Students Enrolled in Catholic Schools 19 Figure 2.2 theory ofreasoned action Model Figure 2.3 theory ofplanned behaviour Model 27 Figure 2.4 BeliefBased Sum Measure ofattitudes (AB) 29 Figure 2.5 BeliefBased Sum Measure ofsubjective Norms (SN) 30 Figure 2.6 BeliefBased Sum Measure ofperceived Behavioural Control (PBC) 32 Figure 2.7 Direct and Indirect Measures of the theory ofplanned behaviour 33 Figure 4.1 Formula Used to Determine Sufficient Sample Size 56 Figure 4.2 Data Collection Timeline 58 Figure 5.1 Stated Reasons for Selecting a Primary School 68 Figure 5.2 Stated Reasons for not Selecting a Primary Schoo l.; 69 Figure 5.3 People whose Opinion Parents Value when Selecting a Primary School Figure 5.4 Factors Making it Difficult fur Parents to Select a Primary School 73 Figure 5.5. Number ofunique Items Identified from Mixed Methods Techniques 96 Figure 5.6 Mean Values ofbehavioural Beliefs of Three Different School Types 102 8