Phương Pháp Nghiên Cứu Khoa Học Bằng Tiếng Anh, 9 Điểm

Phương Pháp Nghiên Cứu Khoa Học Bằng Tiếng Anh

Factors affecting the decision to choose an English center of students’ parents The case of Victoria English Center

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2 Factors affecting the decision to choose an English center of students’ parents

• CHAPTER 1. INTRODUCTION
  • 1. Rationale
  • 1. Research Objectives
  • 1. Research questions
  • 1 Scope of the study
• CHAPTER 2. LITERATURE REVIEW
  • 2 The development of English learning demand
    • 2.1 The growth of demand for learning English in Vietnam
    • 2.1 The development of Victoria English center
  • 2 Theories and models of consumer behavior
    • 2.2 Theory of Reasoned Actions (TRA)
    • 2.2 Theory of Planned Behavior (TPB)

    • 2.2 Technology Acceptance Model (TAM)

  • 2 Propose research model and hypothesis
• CHAPTER 3. RESEARCH METHODOLOGY
  • 3 Overview
  • 3 Study participants
    • 3.2 Population and Study Sample
    • 3.2 Sample Size and Selection of Sample
  • 3 Questionnaire design
  • 3 Data collection and encoding
  • 3 Measures

CHAPTER 1: COMPANY BACKGROUND

1. Company history Victory English Center was established on 11/11/2019, located at: House No. 15, Hoa Nam 5 Street, Hoa An Ward, Cam Le District, Da Nang. Victoria English is the Australian standard international English system in Vietnam, providing academic English programs and individual skills training products in English for all ages.

Logo of Victory English center:

Imagine of Study activities and classroom:

CHAPTER 2. RESEARCH BACKGROUND AND PROBLEM

1. Research background and problems In the context of international integration, the importance of English is increasingly being affirmed as an essential tool in study, work and daily communication. Many research results show that the first years of life are the golden period for language development because children will absorb and absorb it most naturally. In the face of the above reality, English teaching and learning activities of preschool and primary school children have been increasingly receiving the attention of parents. In Da Nang, English centers appear more and more to meet the needs of children learning English. This makes parents difficult to choose and English centers also need to have appropriate policies and strategies to improve competitiveness in the market. However, at present, there have not been many studies analyzing the factors affecting the choice of English centers by parents of students, especially in Da Nang area. Victoria English is the Australian standard international English system in Vietnam, providing academic English programs and individual skills training products in English for all ages. This article aims to analyze and evaluate the influence of factors on parents' decision to choose an English center for their children in Da Nang city and a specific case study of Victoria English Center. From the specific analysis, the author proposes a number of solutions and recommendations to help the centers develop appropriate strategies to be able to develop sustainably in the market in the near future.

1. Research Objectives

The study was conducted to find out the factors affecting parents' decision to choose an English center, The case of Victoria English Center. From specific problems, the author wishes to come up with solutions so that not only Victoria English Center but also many English centers across the country can refer, creating sustainable development in the future. 1. Research questions The questions that the author posed to conduct this study are as follows:

• What factors affect the decision to choose an English center of students' parents, The case of Victoria English Center

• How do these factors affect the parents' decision to choose an English center?

• Solutions to help English centers reach and increase sales through influencing the choice of parents?

1 Scope of the study

– Content: The research is based on knowledge about the factors affecting the choice decision of consumers, in this case, the decision to choose an English center for parents. The study wants to find out which factors and how much influence that factor has on the decision to choose an English center. With limited scope and research subjects, the study does not publish any absolute opinions, but only based on actual data collected. – Space: An online and offline survey created mainly to collect data from parents in Da Nang and Victoria English Center. The author created the survey questionnaire through an online survey tool as well as printed the questionnaire into a hard document. For the questionnaires in the form of hard documents, the author sent them directly to the parents who met the criteria of the subjects participating in this study. For the online survey sample, the author conducted an online survey of participants through social networking sites such as Facebook, LinkedIn, etc. From the collected data, separate segments represent each given target group. Data quality plays an essential role in helping the researcher get an overview of the research problem, providing an important development step for drawing conclusions and making actionable decisions.

• Scope : this study is limited to Da Nang city. The surveyed subjects are parents of English learners who have been studying at English centers.
• Time : The whole research process was carried out in 01 month, from July 2022 to August 2022

CHAPTER 3. LITERATURE REVIEW

2 Historical background In the trend of Vietnam's international integration, Vietnam is participating in many international trade agreements such as EVFTA, CPTPP, …, training, and

Acceptance Model are the most commonly used theories to assess internet users' consuming behavior (TAM). 2.2 Theory of Reasoned Actions (TRA) Ajzen and Fishbein created the theory of rational action (TRA) in 1967, and it has been thoroughly calibrated throughout time. According to the TRA model (Ajzen and Fishbein, 1977), consumption tendencies are the greatest predictors of consumption behavior. Consider two aspects to be more interested in the factors that contribute to the buying trend: consumer attitudes and subjective standards. Customer attitudes are measured in this paradigm through the perception of product characteristics. Customers will notice qualities that give vital advantages and vary in importance. If the weights of such traits are known, the outcome of the consumer's choice may be predicted roughly. Subjective normative aspects can be measured by persons who are close to customers (such as family, friends, coworkers, etc. ); these people like or detest what they buy. Causal Diagram of Basic Components of the Theory of Reasoned Action

Source: Author Attitudes toward specific items or services are frequently better explained by models that explain attitudes toward consumer behavior. In other words, customers frequently prioritize self-benefit over the total advantages and features supplied by products and services (Hale, Householder and Greene, 2003). The premise that conduct is under the control of the will is the theory's most significant shortcoming. That is, the idea only applies to deliberate conscious activity. This hypothesis cannot

explain unreasonable behavioral decisions, habitual activities, or behaviors that are deemed unconscious (Ajzen and Fishbein, 1975). That's also why there was the birth of The Theory of Planned Behavior (TPB). 2.2 Theory of Planned Behavior (TPB) The Theory of Planned Behavior is a psychology theory that connects people's ideas to their actions. This theory presents data detailing how three essential elements impact human behavior: attitudes, subjective norms, and perceived behavioral control. As a result, the Theory of Planned Behavior (TPB) has emerged as one of the most prominent study models for predicting and understanding human behavior. Ajzen researched and published the idea of planned conduct (1991). According to this idea, every human being in a social setting is capable of doing a certain behavior provided that person already has an intended background in the mental process. Theory of Planned Behavior:

Source: Gangwal and Bansal (2016) In other words, the larger the purpose and desire, the greater the likelihood and decision to conduct an activity. Intention is generated and implemented in this approach to be described by the degree to which a person has a positive or negative appraisal of the activity based on personal perspective (attitude). Then, evaluate and analyze the significance of others' perceptions of whether or not to perform the desired

suitable for their family conditions and income. When choosing a good educational environment for their children, according to research by Suppramaniam, Kularajasingam and Sharmin (2019), parents choose based on factors such as: popularity of the school, school quality, future choice, parent's income level and parent's education level. The results were analyzed through SPSS software for the purpose of correlation and regression analysis to evaluate the significance of the research factors. In the results, it shows that the popularity of the school, the quality of the school, the parents' future choice and income level have a relationship with the choice of a private school but the educational level of the parents. has no relationship with school choice. Factors affecting parents' decisions are school quality, future choices, parents' income levels; but the popularity of the school and the education level of the parents did not influence the school choice decision. Mawene and Bal (2018) pointed out that choosing a learning environment for children is not an easy decision; and contains many different elements. The authors point out that the determinants of parental choice include the availability of educational programs, the distance of the school, social continuity, class size, and the characteristics of the school. teachers, parent-teacher communication, children's beliefs and health. This study also highlights the need for in-depth research into how parents from different cultural and linguistic backgrounds choose educational programs for their children. Tran et al. (2020) pointed out that parents in Vietnam have always wanted their children to have the opportunity to practice English every day through the urge for English education; which has led to the need for a high-quality educational program. Tran et al. (2020) provides conclusions on factors that affect parents' intentions when appointing an English center for their children, including: Facilities, Teachers, Brands, Factors Social and Tuition Fees; A total of 235 samples were analyzed. Analysis of sample responses shows the importance of five independent factors affecting the intention of parents to choose an English center in descending order. Through the analysis software SPSS 20, AMOS 20 and SEM analysis were processed to draw conclusions about the factors affecting the intention to choose an English center. Combined with the Multigroup analysis, the primary role of education was assessed in

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relation to multiple correlations. In the context of the recent large and strong growth of the English language teaching market in Vietnam, a number of proposals and recommendations on sustainable development have been made in this study. In the Chapman (1981) model, two groups of factors affect students' choice of school. The first group includes the characteristics of the student and family, which will be one of the prerequisites to help students choose the right school for their family conditions and personal characteristics. The second group is a number of specific external factors such as: Influential individuals (parents, friends, teachers, colleagues…), Fixed characteristics of the school (Reputation, facilities). facilities, teaching staff, tuition, location, curriculum), School communication efforts with students (written communication, school visits, admission). Based on the survey results, he showed that the factors that greatly affect students' decision to choose a university are: characteristics of the school (including reputation, facilities, teachers and students). fees), Personal characteristics and families, parents, friends, teachers, and School communication efforts with students are influential and trustworthy in selecting schools to attend. Figure: Model of Chapman (1981)

Source: Chapman, 1981 In the study "Factors affecting students' decision to choose a university in Malaysia" by Joseph (2010), the author has demonstrated the following factors: Location, Reputation, Facilities, Cost Academics, School financial aid, Employment

explains 45% of the overall relationship of the above 5 factors with the dependent variable that is the student's decision to choose a vocational school.

2 Propose research model and hypothesis

This study evaluates and analyzes the factors affecting the decision to choose an English center of parents who are looking for an effective English training environment. After reviewing and evaluating previous studies; The researcher proposed research factors including the following five factors: Facilities, Brands, Teachers, Tuition and Social factors; have an impact on Parents' selection of English centers. The main variables are taken according to the study of Tran et al. (2020) Propose research model:

Research hypothesis: H1: Facilities affect Parents' selection of English centers H2: Brands influence Parents' selection of English centers H3: Teachers have an influence on Parents’ selection of English centers H4: Tuition affects Parents’ selection of English centers H5: Social factors influence Parents' selection of English centers In which, the variables are determined through the following questions: Table: Variables

Construct Encoding Question Source

Parents’ selection of English centers

PS

You want your child to be able to learn English to improve their English ability

Tran D. & Ngoc D., N. & Thai N., T. & Le D., B. & Vo H., N. & Hoanh, L. (2020). 'Factors Affecting Parents’ Intention to Choose English Centers: The Role of STEM Education'. Journal of Multimedia Information System. 7. 87-96. 10.33851/JMIS.2020.7. 87.

PS

You want your child to get better grades in English;

PS

You want your child to have more English knowledge needed for daily life

Facilities

F

You want your child to learn English in an environment because it's cool and fashionable

F You want your child to learn English in an environment with full facilities

F

You want your child to learn English in an environment that applies new and advanced technologies in teaching

Brands

B

You come to the English center because of the popularity of that brand B You go to an English center because of the loud advertising

B

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You find an English center because of its value and popularity in your area

Teachers

T1 Friendly and kind English tutor

T

English tutors have good knowledge of English so they can teach your child a sophisticated lesson

T Your child reflects positively on the tutor Tuition TU1 When choosing a center, I care about tuition fees

CHAPTER 4. RESEARCH DESIGN

3 Overview

The study was built and developed with the aim of providing a detailed assessment of the reasons for parents' choice of an English center in Da Nang city. The main method used in this study is the quantitative method. In which, quantitative research provides assessments and determines the accuracy of the scale, accurately identifies the factors affecting the intention to choose an English center through a survey questionnaire and is measured. Measured by Likert scale 5. In addition, quantitative research also provides objective evidence about the removal of unnecessary factors and evaluation of meaningful factors from the research model. The objective of the quantitative research method is to place an emphasis on numbers and data in data collection and analysis. Data were collected from 200 samples; with participants being parents who want their children to be able to take courses at English centers in Da Nang City through convenient sampling and geography on the city scale.

3 Study participants

3.2 Population and Study Sample The population of Da Nang according to the 2019 Census is about 1,134, people, of which the male population is 576,000 people (accounting for 50%) and the female population is more than 558,000 people (accounting for 49%). After 10 years, the population size increased by more than 250,000 people, the average growth rate was 2%. Population density is 1,160 people/km2, the percentage of households with permanent and semi-permanent houses accounts for 99%, of which 99% in urban areas; average size of 3 people/household. Thus, it can be concluded that the majority of households have small children (Da Nang, 2020). From the total number of samples, the researcher decides the target sample is 200 samples; was enough to cover a sufficient number of samples to carry out the study. 3.2 Sample Size and Selection of Sample The sample size in this study was about 200 study participants. The object of the study are parents who have a need to find an English training environment in Da Nang city. In which, all study participants want their children to study at an English center in addition to the regular education program.

3 Questionnaire design

A questionnaire is designed with two main parts; including demographic factors with assessment content on issues such as children's age, grade, objective needs and some other information. The second part of the survey consisted of questions about the needs and characteristics that they would like to have in an English language center.

3 Data collection and encoding

After completing the research questionnaire, the research team built an online survey form through the Google Form application. Then, the researcher proceeds to transfer the link to the research subjects and conduct the survey. In addition, the researcher also searched and printed hard copies to directly survey some customers who came to the English center Victoria.

Construct Encoding Question Sou

Parents’ selection of English centers

PS

You want your child to be able to learn English to improve their English ability

T & (2020). ' Int T J Sy 10/

PS2 You want your child to get better grades in English;

PS You want your child to have more English knowledge needed for daily life

Facilities

F

You want your child to learn English in an environment because it's cool and fashionable

F You want your child to learn English in an environment with full facilities

F You want your child to learn English in an environment that applies new and advanced technologies in teaching Brands B You come to the English center because of the popularity of that brand B2 You go to an English center because of the loud advertising B3 You find an English center because of its value and popularity in your area

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