Factors Affecting Parents’ Decision Making on Choosing School-Age Child Care Centers 9634530 Nguyen Thi Nga 9459507 Jung-Ts Lin Advisor: Prof Trappy 1

Factors Affecting Parents’ Decision Factors Affecting Parents’ Decision Making on Choosing School-Age Making on Choosing School-Age

Child Care Centers Child Care Centers

9634530 Nguyen Thi Nga 9634530 Nguyen Thi Nga

9459507 Jung-Ts Lin9459507 Jung-Ts Lin

Advisor: Prof TrappyAdvisor: Prof Trappy

11

OUTLINE OUTLINE

• IntroductionIntroduction

• Literature ReviewLiterature Review

• Research QuestionsResearch Questions

• MethodMethod

• Results and DiscussionResults and Discussion

• ConclusionConclusion

22

INTRODUCTIONINTRODUCTION

• What are school-age child care centers?What are school-age child care centers?– School-age child care center School-age child care center provides programs to provides programs to

care for childrencare for children (5-13 years old) before school, (5-13 years old) before school, after school, during school holidays and vacations after school, during school holidays and vacations when parents are not available to care for their when parents are not available to care for their children (Gifford, 1993)children (Gifford, 1993)

33


• What services are often provided by school-What services are often provided by school-age child care centers?age child care centers?– Provide a home-like environmentProvide a home-like environment

– Provide activities such as:Provide activities such as:

arts, sports, field trips, or even homework, giving arts, sports, field trips, or even homework, giving children an opportunity to have fun while learning children an opportunity to have fun while learning new life skills. new life skills.

44

INTRODUCTION INTRODUCTION MotivationMotivation

--- Demand in Taiwan’s School-Age Child Care Centers

Fig. 1 Birth rate Fig. 2 Work force in gender 55

INTRODUCTIONINTRODUCTION Motivation Motivation

• The family structure The family structure shifted from the extensive shifted from the extensive family to the nuclear family or even the single-family to the nuclear family or even the single-parent familiesparent families, in which child care was more , in which child care was more placed on the wage-earner parents’ shoulders. placed on the wage-earner parents’ shoulders.

66


• Among family consumption in Taipei County, Among family consumption in Taipei County, educational expenses and growth both ranked educational expenses and growth both ranked number three among the seven categories.number three among the seven categories.

• The percentage of the registered educational The percentage of the registered educational business in Taipei County was merely 0.03 % business in Taipei County was merely 0.03 % among all the industries.among all the industries.

77


• KaylinKaylin

-- It is located in Xin Zhuang, Taipei County. -- It is located in Xin Zhuang, Taipei County. There are nearly 80 students, and eleven There are nearly 80 students, and eleven personnel and teachers in the child care center. personnel and teachers in the child care center. The programs it provides include child care, The programs it provides include child care, remedial teaching, mental arithmetic, writing, remedial teaching, mental arithmetic, writing, English language, pronunciation, computers, English language, pronunciation, computers, pianos, and others. pianos, and others.

88


Fig. 3 Buyer Decision Process (Armstrong & Kotler, 2007)

99

INTRODUCTION INTRODUCTION Niche & PurposeNiche & Purpose

• NicheNiche

--Many studies have investigated parents’ decision --Many studies have investigated parents’ decision making on choosing child care centers, but few studies making on choosing child care centers, but few studies have investigated the role that children play in the have investigated the role that children play in the process. process.

--Additionally, many studies have investigated the --Additionally, many studies have investigated the criteria of evaluation in terms of demographic factors, criteria of evaluation in terms of demographic factors, but few have investigated the influence of the change of but few have investigated the influence of the change of family structures on parents’ decision making and the family structures on parents’ decision making and the differences between the parents who had compared differences between the parents who had compared child care centers and who had not while making a child care centers and who had not while making a decision. decision. 1010

INTRODUCTION INTRODUCTION Niche & PurposeNiche & Purpose

• PurposePurpose

--The present study aims to investigate why --The present study aims to investigate why parents send children to child care centers, parents send children to child care centers, how they choose, and what criteria they take in how they choose, and what criteria they take in the process of decision making. the process of decision making.

1111

INTRODUCTION INTRODUCTION Research ProcessResearch Process

1212

LITERATURE REVIEW LITERATURE REVIEW

• Buyer decision process (Armstrong & Kotler, Buyer decision process (Armstrong & Kotler, 2007)2007)

-- Need recognition-- Need recognition

-- Information search -- Information search

-- Evaluation of alternatives-- Evaluation of alternatives

-- Purchase decision-- Purchase decision

1313

LITERATURE REVIEW LITERATURE REVIEW Need RecognitionNeed Recognition

• Many young mothers expressed that they Many young mothers expressed that they sometimes sometimes or or usually usually had to take time off for their children (The had to take time off for their children (The Association of Taipei Wage Earners, 2001 ).Association of Taipei Wage Earners, 2001 ).

• According to Wang (2005), the reasons that parents According to Wang (2005), the reasons that parents sent their children to child care centers include the sent their children to child care centers include the needs of supervising children’s schoolwork and needs of supervising children’s schoolwork and looking after children. looking after children.

Why do parents send their children to the child Why do parents send their children to the child care centers?care centers?

1414

LITERATURE REVIEW LITERATURE REVIEW Information SearchInformation Search

• How do parents obtain information?How do parents obtain information?In Powell’s (1983) study:

-The sample of 611 parents -Majority was African-American- 89% parents had discussed with other individuals such as friends or neighbors.

USA National Child Care survey (Willer et al., 1990)

-2/3 of the parents surveyed found out the child care from friends, relatives or neighbors

In Fuqua and Labensohn (1986) research:-11% of parents used referral services-43% of parents reviewed newspaper or advertising

In Bogat and Gensheimer (1986b)-36.8% of parents started searching in the newspaper

(Armstrong & Kotler, 2007; Pungello et al., 1999) 1515


Friends 49%

Drove by the Center 16.6%

Other 13.1%

Relatives 6.9%

Yellow Pages 5.5%

Neighbors 4.1%

Licenser 3.4%

Advertisements 2.8%

Child Devel. Specialists 2.1%

Doctors 0%

Parents’ first source of information about day care centers for school-age children (Bradhard et al.,

1994)

1616


• In Bogat and Gensheimer’s (1986b) researchIn Bogat and Gensheimer’s (1986b) research– 94% of parents surveyed called at least one center94% of parents surveyed called at least one center

Parents make a call or visit(Pungello et al., 1999)

In Bradbard et al.’s (1986) studyIn Bradbard et al.’s (1986) study (M = 2.6, SD = 1.9):(M = 2.6, SD = 1.9):

In Bogat and Gensheimer ’s (1986a) In Bogat and Gensheimer ’s (1986a) study:study:

1717


• Elizabeth and Beth (1999) suggested that there are Elizabeth and Beth (1999) suggested that there are relationship between time spend searching with how relationship between time spend searching with how parent first learn about day care centersparent first learn about day care centers

How parents first learn about day care centers

Time spend searching (Median)

Parents know the day care centers 2

Parents do not know the day care centers

3

Parents are referred by others 4

1818


• Most of studies above mainly focused on pres-child care not school-age child care; parents questioned were American not Asian.

• Culture does have many effects on parents’ search behavior

How do parents search for school age day care in Taiwan?

1919

LITERATURE REVIEW LITERATURE REVIEW Evaluation of AlternativesEvaluation of Alternatives

• The ranking of the factors that parents took into The ranking of the factors that parents took into consideration was (Wang, 2005): consideration was (Wang, 2005):

-- Amenities (e.g. the environment is clean and cozy)-- Amenities (e.g. the environment is clean and cozy)

--Teaching quality (e.g. the teacher is kind and --Teaching quality (e.g. the teacher is kind and passionate)passionate)

-- Course arrangement (e.g. the institute regularly holds -- Course arrangement (e.g. the institute regularly holds field trips)field trips)

-- Services (e.g. the tuition is cheap) -- Services (e.g. the tuition is cheap)

-- Environments (e.g. the location is approachable).-- Environments (e.g. the location is approachable).2020

LITERATURE REVIEW LITERATURE REVIEW Evaluation of AlternativesEvaluation of Alternatives

• The ranking of the factors that parents were satisfied with the The ranking of the factors that parents were satisfied with the child care center was child care center was amenities, teaching quality, amenities, teaching quality, environments, course arrangement, and services.environments, course arrangement, and services.

• Among these factors, the public child care centers were Among these factors, the public child care centers were considered to have the advantages of cheap tuition, spacious considered to have the advantages of cheap tuition, spacious environment, and approachability. The private child care environment, and approachability. The private child care centers had the advantages of giving parents the flexibility of centers had the advantages of giving parents the flexibility of taking children home, expert teachers, and approachability.taking children home, expert teachers, and approachability.

What criteria do parents take to evaluate child What criteria do parents take to evaluate child

care centers?care centers?

2121

LITERATURE REVIEW LITERATURE REVIEW Purchase DecisionPurchase Decision

• Powell and Widdows (1987) reported thatPowell and Widdows (1987) reported that– 70% of parents interviewed indicated having extensively their 70% of parents interviewed indicated having extensively their

children’s involvement in the decision makingchildren’s involvement in the decision making

• In the open-ended feedback part of Bradbard et al.’s (1994) In the open-ended feedback part of Bradbard et al.’s (1994) study: study: – ““We discussed the center, allowed our child to attend for a trial We discussed the center, allowed our child to attend for a trial

week, asked our child for input, and then made our decision week, asked our child for input, and then made our decision based on our own acceptance of the center,…, and our child’s based on our own acceptance of the center,…, and our child’s comments and feelings”comments and feelings”

Who involve in Taiwanese parents’ final decision making? 2222

RESEARCH QUESTIONSRESEARCH QUESTIONS

(1) Why do parents send their children to school-age (1) Why do parents send their children to school-age child care centers? child care centers?

(2) How do parents search for school-age child care (2) How do parents search for school-age child care centers in Taiwan? centers in Taiwan?

(3) Who plays the important role in decision making?(3) Who plays the important role in decision making?

(4) What criteria do parents take to evaluate child care (4) What criteria do parents take to evaluate child care centers?centers?

2323

METHODMETHOD• ParticipantsParticipants

-- The participants were 19 parents in a child care -- The participants were 19 parents in a child care center, Kaylin. 16 were females and 3 were males.center, Kaylin. 16 were females and 3 were males.

-- Most of them were in their thirties and had the highest -- Most of them were in their thirties and had the highest educational level at the senior high or junior college.educational level at the senior high or junior college.

-- 17 were married while two were single-parents. -- 17 were married while two were single-parents.

-- The monthly family income of eight parents were -- The monthly family income of eight parents were more than 100,001 dollars while the rest were less more than 100,001 dollars while the rest were less than 100,000 dollars. than 100,000 dollars.

2424

METHODMETHOD

• ParticipantsParticipants

-- Their occupations included services (6), -- Their occupations included services (6), manufacturing (2), self-employment (1), manufacturing (2), self-employment (1), electronic and information industry (1), electronic and information industry (1), insurance and securities (1), household (2), insurance and securities (1), household (2), teachers or officials (2), and others (3). teachers or officials (2), and others (3).

( One parent did not answer)( One parent did not answer)

2525

METHODMETHOD

• Questionnaire

--Part A: Need recognition / Information search--Part A: Need recognition / Information search

--Part B: Purchase decision--Part B: Purchase decision

--Part C: Evaluation of alternatives--Part C: Evaluation of alternatives

--Part D: Personal information--Part D: Personal information

2626

METHODMETHOD

• Data collectionData collection ：： The questionnaires were given The questionnaires were given to the students to the students

who took part in the child care programwho took part in the child care program (since (since some students just took part in the talent some students just took part in the talent classes). Those students had classes). Those students had to bring the to bring the questionnaires to their parents to fill out questionnaires to their parents to fill out and and return to the teachers in the next class time. return to the teachers in the next class time.

2727

METHODMETHOD

• Data analysisData analysis– Part A consists of Part A consists of five items five items and part B consists of and part B consists of

two itemstwo items. .

– For each item, the percentages of different options For each item, the percentages of different options were compared and the results were also compared were compared and the results were also compared with previous studieswith previous studies

2828

METHODMETHOD• Data analysisData analysis

--Part C: --Part C:

(1) All the items (1) All the items were calculated by mean scores were calculated by mean scores in order in order to specify which criterion affected parents’ decision to specify which criterion affected parents’ decision making most and which affected least. making most and which affected least.

(2) The mean scores of the four orientations were (2) The mean scores of the four orientations were calculated calculated to show the degree of the importance of the to show the degree of the importance of the four orientationsfour orientations..

(3) The mean scores of the items were compared by(3) The mean scores of the items were compared by t-test t-test in terms of the gender, monthly family income, and the in terms of the gender, monthly family income, and the parents who had compared child care centers and who parents who had compared child care centers and who had not during decision making.had not during decision making.

2929

RESULTS 1RESULTS 1Need RecognitionNeed Recognition

• Why do parents send their children to child care Why do parents send their children to child care centers?centers?

-- 17 parents expressed that they sent children to the -- 17 parents expressed that they sent children to the child care center because it could help them child care center because it could help them both take both take care of children and supervise children’s schoolworkcare of children and supervise children’s schoolwork..

-- Only two parents expressed that they sent children to -- Only two parents expressed that they sent children to the child care center because it could help them the child care center because it could help them supervise children’s schoolworksupervise children’s schoolwork. .

3030

DISCUSSION 1DISCUSSION 1

-- Child care centers can -- Child care centers can provide quality teachers provide quality teachers to satisfy most parents’ need. to satisfy most parents’ need.

-- Child care centers also need to provide quality -- Child care centers also need to provide quality nursing since it was many parents’ need. nursing since it was many parents’ need.

3131

RESULT 2 & DISCUSSION 2RESULT 2 & DISCUSSION 2Information Research (part A)Information Research (part A)

• How did you first learn about Kaylin school-age How did you first learn about Kaylin school-age child care center?child care center?

Friends 49%

Drove by the Center 16.6%

Other 13.1%

Relatives 6.9%

Yellow Pages 5.5%

Neighbors 4.1%

Licenser 3.4%

Advertisements 2.8%

Child Devel. Specialists 2.1%

Doctors 0%

Parents’ first source of information about day care for school age children (Bradhard et al., 1994)

Friends 5%

Other 47%

Relatives 16%

Yellow Pages 5.5%

Neighbors 16%

School teachers 10%

Advertisements 5%

Child Devel. Specialists 0%

Our research

3232

RESULT 3 & DISCUSSION 3 RESULT 3 & DISCUSSION 3 Information Research (part A)Information Research (part A)

• How many school-age child care centers did you or How many school-age child care centers did you or your spouse visit or telephone? How many times? your spouse visit or telephone? How many times?

In Bradbard et al.’s (1986) study In Bradbard et al.’s (1986) study (M = 2.6, SD = 1.9):(M = 2.6, SD = 1.9):

In our study In our study (M = 2.17, SD = 1.94):(M = 2.17, SD = 1.94):

3333


• Did you or your spouse visit or telephone Kaylin in Did you or your spouse visit or telephone Kaylin in person before choosing it? person before choosing it?

In Bogat and Gensheimer ’s (1986a) In Bogat and Gensheimer ’s (1986a) study:study:

In our study In our study (M = 9.54, SD = 12.025)(M = 9.54, SD = 12.025)

3434


• How long did it take you to decide on Kaylin?How long did it take you to decide on Kaylin?How parents first learn about day care centers

Time spend searching (Median)

Parents know the day care centers 2

Parents do not know the day care centers 3

Parents are referred by others 4

Parents commented that Kaylin is near their home

Parents were referred by friends, neighbors or school teachers

(Elizabeth, 1999)

3535

RESULT6 & DISCUSSION 6RESULT6 & DISCUSSION 6Purchase Decision (part B)Purchase Decision (part B)

• Who involves in your decision making process? Who is the Who involves in your decision making process? Who is the person to make the final decision on choosing Kaylin?person to make the final decision on choosing Kaylin?

– 58% of respondent alone made the decision58% of respondent alone made the decision

– 10% of respondent’s sponsor made decision10% of respondent’s sponsor made decision

– 26% of both parents 26% of both parents

– 5% of parents and child together5% of parents and child together

• Powell and Widdows (1987) reported that Powell and Widdows (1987) reported that 70% of parents 70% of parents surveyed considered child’ feeling and commentssurveyed considered child’ feeling and comments

3636

RESULT 7 RESULT 7 Evaluation of alternativesEvaluation of alternatives

Table 1Mean Score, Highest and Lowest Score, and Standard Deviation of Each Item Item Mean score Highest

scoreLowest score SD

.

.

.9101112131415..

.

.

.3.584.744.743.954.254.583.58..

.

.

.5555555..

.

.

.1443331..

.

.

.

.96

.45

.45

.78

.68

.69

.96

.

. 3737

RESULT 7 RESULT 7 Evaluation of alternativesEvaluation of alternatives

• Most parents Most parents were concerned about teachers’ were concerned about teachers’ personalities personalities and and agreed the importance of agreed the importance of teachers’ experience and passionteachers’ experience and passion while while selecting a child care center.selecting a child care center.

• The importance of holding field trips and The importance of holding field trips and giving the material bonuses might greatly vary giving the material bonuses might greatly vary by different parentsby different parents..

3838

DISCUSSION 7DISCUSSION 7 Evaluation of alternatives Evaluation of alternatives

Teachers’ personalities play an important role in Teachers’ personalities play an important role in parents’ decision making.parents’ decision making.

Mother A: I hope the teachers can be more patient with Mother A: I hope the teachers can be more patient with children.children.

This result suggests that This result suggests that the child care center can set up the child care center can set up some teacher qualifications when recruiting teacherssome teacher qualifications when recruiting teachers; for ; for instance, whether the candidate has any teaching instance, whether the candidate has any teaching experience before? How long has s / he taught? Is she / experience before? How long has s / he taught? Is she / he a patient and passionate teacher during probation?he a patient and passionate teacher during probation?

3939

RESULT 8RESULT 8Table 2Mean Scores, Highest and Lowest Scores, and Standard Deviations of Four Orientations

Orientation Mean score Highest score Lowest score SDInteraction among parents, teachers, and personnel Environments and amenitiesCourse management and teacher expertiseMarketing activities

4.51

4.41

4.31

4.19

5

5

5

5

3

3

1

1

.66

.66

.80

.75

4040

RESULT 8RESULT 8

• The mean scores of Interaction and Marketing The mean scores of Interaction and Marketing activities had significant difference (activities had significant difference (p p =.00 =.00 < .05). It implies that < .05). It implies that parents focused much on parents focused much on the interaction and communication among the interaction and communication among themselves, children, and the child care themselves, children, and the child care centers. On the other hand, they might be less centers. On the other hand, they might be less likely to be attracted by the child care centers’ likely to be attracted by the child care centers’ promotions while selecting a child care centerpromotions while selecting a child care center..

4141


• The result was different from the parents in the The result was different from the parents in the southern Taiwan, who emphasized Environment southern Taiwan, who emphasized Environment most and Service least (Wang, 2005). Thus, the most and Service least (Wang, 2005). Thus, the child care centers can take the difference into child care centers can take the difference into consideration when they develop their own consideration when they develop their own characteristics in different markets. characteristics in different markets.

4242

RESULT 9RESULT 9Table 3Mean scores and p-value in Gender

Item Gender Mean score p-value.9

10

11

.

.15

16

17

18

19

20

.MFMFMF..MFMFMFMFMFMF

.3.003.695.004.695.004.69..3.673.564.334.564.004.005.004.135.004.194.334.50

.

.27

.29

.29

.

.

.

.87

.57

1.00

.03

.02

.63

4343

RESULT 9RESULT 9

• The teacher expertise tended to play an important role The teacher expertise tended to play an important role in either fathers or mothers. By contrast, field trips, in either fathers or mothers. By contrast, field trips, scholarships, and prizes were underplayedscholarships, and prizes were underplayed. The . The pp--values of the location and operating hours show that values of the location and operating hours show that fathers and mothers’ attitudes had significant fathers and mothers’ attitudes had significant difference. difference. This may be probably because mothers This may be probably because mothers rather than fathers usually took charge of child care in rather than fathers usually took charge of child care in the family, so they were more willing to sacrifice their the family, so they were more willing to sacrifice their time and convenience when choosing a child care time and convenience when choosing a child care center.center.

4444


• It suggests that the child care centers can It suggests that the child care centers can provide more services, like picking up provide more services, like picking up children, nursing ill children, and otherschildren, nursing ill children, and others. In . In other words, the more the child care center can other words, the more the child care center can help the parents, the more competitive it will help the parents, the more competitive it will be. be.

4545

RESULT 10RESULT 10Table 4Mean Scores and p-value in Monthly Family Income(1= less than 60,000, 2=more than 60,001)

Item Monthly family income Mean score p-value

2 12

4.574.67

.75

8 12

4.864.58

.34

9 12

3.713.50

.65

10 12

5.004.58

.05

11 12

4.864.67

.39

12 12

4.003.92

.83

13 12

4.674.00

.06

14 12

4.574.58

.97

15 12

3.863.42

.354646

RESULT 10RESULT 10

• The difference in the lowest mean scores The difference in the lowest mean scores between these two groups of parents suggests between these two groups of parents suggests that that the economic status might affect parents’ the economic status might affect parents’ evaluation of child care centers. evaluation of child care centers. The parents of The parents of the higher economic status might think that the higher economic status might think that material bonuses were very unimportant while material bonuses were very unimportant while the parents of the lower economic status might the parents of the lower economic status might think that having outside activities were think that having outside activities were unnecessary.unnecessary.

4747


• Teachers’ personalities are the essential factors Teachers’ personalities are the essential factors for the parents in either high or low economic for the parents in either high or low economic status. status.

• Whether giving scholarships and prizes Whether giving scholarships and prizes should be under careful consideration. This should be under careful consideration. This policy of the child care center should not cause policy of the child care center should not cause problems when parents educate their children. problems when parents educate their children.

4848

RESULT 11RESULT 11Table 5Mean Scores and p-value in Comparison and No Comparison of Child Care Centers

Item Comparison Mean score p-value2 3

44.454.88

.13

.

...

.

...

8 34

4.454.88

.23

9 34

3.733.38

.45

10 34

4.644.88

.27

11 34

4.734.75

.92

15 34

3.453.75

.52

18 34

4.004.63

.04

49493= parents who had made comparison; 4= parents who had not made comparison

RESULT 11RESULT 11• For the parents who compared more than one child For the parents who compared more than one child

care center, they gave Item 11 the highest mean score care center, they gave Item 11 the highest mean score and Item 15 the lowest. The result shows that this and Item 15 the lowest. The result shows that this kind of parents tended kind of parents tended to emphasize the importance to emphasize the importance of the teachers’ passion and downplay the importance of the teachers’ passion and downplay the importance of material bonuses to childrenof material bonuses to children. For the parents who . For the parents who did not compare the differences of child care centers, did not compare the differences of child care centers, they tended they tended to focus more on the speed that the child to focus more on the speed that the child care center tackled parents and students’ problems care center tackled parents and students’ problems and the frequency that the child care center passed the and the frequency that the child care center passed the fire and safety investigationfire and safety investigation. .

5050


• Since the parents who did not compare a couple of Since the parents who did not compare a couple of child care centers considered interaction important, the child care centers considered interaction important, the resources thatresources that they believed in the single child care they believed in the single child care center might originate from others’ word of mouthcenter might originate from others’ word of mouth. . Further analysis found that the correlation coefficient Further analysis found that the correlation coefficient of Item 2 and Item 16 (the child care center’s word of of Item 2 and Item 16 (the child care center’s word of mouth) was .08. The high correlation coefficient mouth) was .08. The high correlation coefficient suggests that suggests that the good word of mouth can be the the good word of mouth can be the valuable asset of a child care centervaluable asset of a child care center, facilitating the , facilitating the institute to persuade potential parent customers institute to persuade potential parent customers without comparison.without comparison.

5151

CONCLUSION & SUGGESTION CONCLUSION & SUGGESTION

• Like American parents, Taiwanese parents tended to find Like American parents, Taiwanese parents tended to find information from personal sources other than the day information from personal sources other than the day care centers themselves.care centers themselves.– Relatives and neighbors tend to be the most common source to Relatives and neighbors tend to be the most common source to

Taiwanese parents instead of friendsTaiwanese parents instead of friends

• Children can be one of the factors involving into family Children can be one of the factors involving into family decision making on day care centers. decision making on day care centers.

5252


• In general, parents considered teachers’ In general, parents considered teachers’ experience and passion for teaching the most experience and passion for teaching the most important criteria when selecting child care important criteria when selecting child care centers. centers.

• Good word of mouth can be the essential Good word of mouth can be the essential criterion for the parents who did not compare criterion for the parents who did not compare different child care centers. different child care centers.

5353


• Limitation:Limitation:

– The results of the small sample size may not be The results of the small sample size may not be generalized to all the markets in child care business. generalized to all the markets in child care business.

5454


• Suggestion:Suggestion:

– Future research can focus on a larger sample size Future research can focus on a larger sample size involving parents from different locations, involving parents from different locations, economic status, and educational background.economic status, and educational background.

– A more qualitative approach can be taken, for A more qualitative approach can be taken, for example, interviewing parents, example, interviewing parents, to further analyze to further analyze their needs of child care assistance and the process their needs of child care assistance and the process of choosing and evaluating child care centersof choosing and evaluating child care centers..

5555

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