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University of Wollongong Research Online University of Wollongong Thesis Collection 1954-2016 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, 2007. http://ro.uow.edu.au/theses/617 Research Online is the open access institutional repository for the University of Wollongong. For further information contact the UOW Library: research-pubs@uow.edu.au

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

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

ACKNOWLEDGEMENTS This research is funded by the Australian Research Council (ARC) through the Discovery Grant Scheme (DP0557257). 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

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

Contents CERTIFICATION ACKNOWLEDGEMENTS ABSTRACT Contents TABLES FIGURES 1. INTRODUCTION 9 1.1. Research Problem and Aim 10 1.2. Structure ofthesis 12 2. PRIOR RESEARCH 13 2.1. Classifications ofparental Reasons for School Choice 13 2.1.1. Academic Reasons 15 2.1.2. Racial Reasons 17 2.1.3. Geographic Reasons 18 2.1.4. Ideological Reasons 19 2.1.5. Non-Educational Reasons 20 2.2. Past School Choice Elicita tion Techniques 21 2.3. Family Decision Making 23 2.4. Theoretical Framework for the Study 25 2.4.1. The theory ofreasoned action 25 2.4.2. The theory ofplanned bebaviour 26 2.4.4. External Variables : 36 2.4.5. Application ofthe TPB in Education and Schooling 38 2.5. Research Gaps 39 3. RESEARCH OBJECTIVES/HYP01HESES 41 3.1. Research Objective 1: Explanatory Power ofthe TRA/TPB Mode1. 41 3.2. Research Objective 2: Past behaviour ofparents 47 3.3. Research Objective 3: Mixed elicitation research methods 48 3.4. Research Objective 4: Parental level ofperceived influence 49 3.5. Research Objective 5: Brand image ofdifferent school type s 49 4. ME1HODO LOGy 50 4.1. Elicitation Study 50 4.1.1. Fieldwork Administration 50 4.1.2. Analysis ofelicitation Study 53 4.2. Quantitative Study : 54 2 3 4 5 7 8 5

4.2.1. Fieldwork Administration 54 4.2.2. Questionnaire Items 58 4.2.3. Questionnaire Design 60 4.2.4. Pre-Test and Amendments 62 4.2.5. Analysis ofquantitative Study 64 5. RESULTS AND DISCUSSION 66 5.1. Elicitation Study Results 66 5.1.1. Sample Size and Response Rate 66 5.1.2. Elicited Beliefs 67 5.1.3. Discussion ofphase 1 74 5.2. Quantitative Study Results 75 5.2.1. Sample Size and Response Rate 75 5.2.2. Demographics 76 5.2.3. Computing Sum Measures for TPB Constructs 78 5.2.4. Hypothesis Testing 79 6. CONCLUSION 106 6.1. Practical Implications 107 6.2. Theoretical Imp lications 108 6.3. Limitations 109 6.4. Future Research 109 7. REFERENCES 111 8. APPENDIX 128 8.1. Cover Letter 128 8.2. Introduction Letter 129 8.3. Instructions and Questionnaire 130 8.4. Publications and Presentations Arising from the Research 138 8.4.1. Refereed Conference Publication 138 8.4.2. Research Seminar Presentation 138 8.4.3. Work in Progress 138 6

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 5.12. School's Brand Image Based on Parental Behavioural Beliefs: AN OVA 100 7

FIGURES Figure 1.1 Australian Stud ent Enro lment Figures for Govermnent, Catholic and Independent Schools (1974-2004) 9 Figure 1.2 Percentage ofaustralian Student Enrolment Figures for government, Catholic and Independent Schools (1979-2004) 10 Figure 2.1 Percentage of Australian Students Enrolled in Catholic Schools 19 Figure 2.2 theory ofreasoned action Model... 26 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... 71 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