RESEARCH PROPOSAL

Factors Influencing Parent’s Decision in Choosing a School

for their Children A.Y. 2019-2020

Jorge Nathaniel V. Atienza

ABM 11 – C

Submitted to:
Sir Teofilo G. Francisco Jr.
Instructor in Practical Research 1
 I. Background and Rationale

Education is about acquiring knowledge, skills, and the ability to apply them to real life

situations. The expansion in population poses the demand for establishments of more educational

institutions which will accommodate more students. On this note, the private sector participation

has brought an increase in the number of educational institutions to serve the growing populace,

program quality, and general innovation in modern educational practices. Following this, it has

brought out “profit focus” and has given rise to institutions competing for students and finding

creative ways to satisfy students’ and parents’ needs and preferences. Since the beginning of the

century, there has been a significant expansion in secondary schools especially in response to

innovation, demand for meeting standards for globalization, and advancement in knowledge

management and education.

Private schools are mainly established to serve students from middle to upper class families.

With this, services offered by these educational institutions have always been commercialized

for profit-making like any other private organizations. The only difference these private

educational institutions do is on their contributions in providing education as a social service to

students whose parents are able to shoulder their monthly tuition fees. Private educational

institutions also help the government in providing enough number of schools to cater the

growing needs of the growing population of enrollees annually.

Studying the effectiveness of marketing strategies used by private educational institutions is

important especially to places like the City of Bacoor, Cavite. It has been evident that in the

aforementioned city, the emergence of private educational institutions in the past decade has

been rapid. One of these private educational institutions is the Bacoor Unida Evangelical School.
The researchers would like to determine the factors that influence parents in choosing our school

and measure which of these factors will be use to improve its marketability.

Some factors that may arise in this study are the huge discount given by private institutions for

those who are in the honor rolls, varsity players, and etc. Discounts are not the only things that

are important in this study but the unique knowledge that the learners absorb compared to others

schools. Private schools are taking the advantages of the capability of increasing students

because of discounts that the Department of Education (DepEd) provides, whether this affects

parents decision making in choosing school for their children’s education.

II. Research Questions

This study entitled “Factors Influencing Parents in Choosing a school for their

Children’s Education A.Y. 2019-2020” seeks to provide a deeper understanding on factors

influencing the decision of parents in choosing a school for their children’s education.

Specifically, this study seeks to find answer to the following questions:

1. What is the demographic profile of the parent-respondents of students in terms of:

a) Age;

b) Sex; and

c) Number of children;

2. What are the factors influencing parents in choosing a School for their children’s

education?
 3. Which of the factor mostly affect the parents’ decision in choosing a school for their

children’s education?

III. Research Methodology

This chapter presents the methodology used in the study which includes research design,

sources of data, data to be gathered, sampling technique used, research instrument, and statistical

treatment used to analyze the data gathered

Research Design

This study uses descriptive-comparative method of research using a survey approach in eliciting

data for analysis. Descriptive method is one method wherein information is collected without

changing the environment or any form of manipulations that could pose effects to respondents.

In this kind of method, the researchers interact with the respondents through surveys to collect

the necessary information. Comparative research is a method which seeks to establish statistical

evidences in comparing the variables across several groups.

Research Respondents

The parents of selected junior high school students of Bacoor Unida Evangelical School who are

currently enrolled for academic year 2019-2020 will be the respondents for this study. 10 parents

of students per section will be considered as part of the sample and will be chosen using simple

random sampling technique. Simple random sampling technique is a probability sampling

technique wherein the researcher randomly chooses a portion of the population to be a part of the

sample space.

Research Instrument

This study will employ the questionnaire method through survey questions. The researchers will

use a 4-point likerts scale questionnaire, with 4 as strongly agree and 1 as strongly disagree, to

determine the perception of the respondents on the factors influencing parents in choosing a

school for their children’s education.

1 = Strongly Disagree

2 = Disagree

3 = Agree

4 = Strongly Agree

Data Gathering Procedure

The researchers gathered data through surveys and questionnaire in order to determine the

perception of the respondents on the factors influencing parents in choosing a school for their

children’s education for academic year 2019-2020. Other information captured are the

demographic profile of the respondents such as family monthly income and number of children

enrolled in the institution.

Statistical Treatment of Data

The data gathered from the survey forms were tabulated and processed. The following

statistical tools were used to present and analyze the data gathered:
 1. Mean

Mean is a measure of central tendency and is more commonly known as the arithmetic average.

This will be used to present the level of effectiveness of marketing strategies used by BUES as

observed by the respondents. Furthermore, mean is computed as follows:

x́=
∑x
n

Where:

x́ = mean score

∑ x = sum of all observed scores

n = total number of observations

2. Frequency Count and Percentage

Frequency count and percentage were used to present variables such as the demographic profile

of the respondents in terms of family monthly income, socio-economic status, and number of

children enrolled in the institution. Furthermore, percentage is computed as follows:

f
P= ×100 %
n

Where:

P = Percentage

f = frequency of the observed score

n = total number of observations

 IV. Plan of Work and Time Schedule
TASK DATE OF EXECUTION

Starting the chapter of research paper March 17-19, 2020

Conduct a Survey March 21, 2020
Summarizing the Data Gathered March 23-25, 2020
Revising the Chapters March 26-28, 2020
Finalizing the Data and Research Paper March 29-31,2020
Publishing of Research Paper April 4, 2020

V. Bibliography

Marketing Strategies and Customer Satisfaction:

http://erepo.usiu.ac.ke/bitstream/handle/11732/2740/Anne%20Wangondu%20MBA%20Thesis
%202016.pdf?sequence=1&isAllowed=y

Promotion Strategy for Customer Satisfaction:

http://shodhganga.inflibnet.ac.in/bitstream/10603/4172/9/09_chapter%202.pdf

Income Level:
https://www.sciencedirect.com/science/article/pii/S1877042814055001

Christian Education:
http://apjeas.apjmr.com/wp-content/uploads/2016/08/APJEAS-2016.3.2.12.pdf
Gives Higher Education:
https://nbmconference.files.wordpress.com/2017/03/378-388.pdf

School Facilities:
https://nbmconference.files.wordpress.com/2017/03/378-388.pdf

Food Services:
https://nbmconference.files.wordpress.com/2017/03/378-388.pdf

Esc Voucher Program:

https://depedtambayan.net/deped-gastpe-programs/