Educational Choices of Adult Learners

Patrick G. Buckley, Tom Mahaffey and Ronald E. Turner

Journal of Marketing for Higher Education, 1996, vol. 7, issue 3, 1-15

Abstract: One problem of adult education providers is attracting people to take courses at their institution of learning. Adult educators are aided in this task if they know the factors influencing students' educational choices. The present research determines the factors influencing adult students' choices for a school, a course, and full or part-time attendance. Questionnaire data was collected from 194 students and potential students. The questionnaire asked about their educational choices. The questionnaire data was analyzed to determine the most important factors influencing educational choices. Educational choices are influenced by a number of demographics, psychographics, attitudes to educational programs, and course specific information. The most important influences on educational choices are highlighted when the data is analyzed with LVPLS, Latent Variable Partial Least Squares.

Date: 1996
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DOI: 10.1300/J050v07n03_01

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