A Profile of Today's Distance Learners: An Investigation of Demographic and Individual Difference Variables of Distance and Non-Distance Learners

Gary Latanich, Sarath A. Nonis and Gail I. Hudson

Journal of Marketing for Higher Education, 2001, vol. 11, issue 3, 1-16

Abstract: Distance learning has existed for more than a century (Huntley and Mather, 1999; Sherry, 1995). However, recent technological advances have rejuvenated the distance learning industry by making it possible for institutes of higher education to provide their services at many locations at the convenience of the student, without compromising quality (Magiera, 1994). As a result, the numbers of students that are taking courses at a distance have increased exponentially. As this market grows, it is important to determine how similar or different present day distance learners are from non-distance learners so that they might be better served. This study attempts to accomplish this task by comparing key demographic and individual difference variables of distance and non-distance learners. Results revealed significant differences in gender, age, employment status, motivation, and risk taking propensity between distance and non-distance learners. Study implications and directions for future research are also discussed.

Date: 2001
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DOI: 10.1300/J050v11n03_01

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