In the major cities of Indonesia, parents are faced with a vast array of school choices for their children. According to data from the Ministry of Education and Culture (Kemendikbud) in 2023, there are over 50,000 private schools across Indonesia, not including public schools that also offer various outstanding programs. This abundance of options has become a dilemma for parents, who are finding it increasingly difficult to choose the right school for their children.

Various complex considerations underpin parents' decisions when selecting a school. This diversity also creates challenges for parents in choosing the most suitable school for their children.

Amid the complexity of factors influencing parents' decisions in selecting schools for their children, a deep understanding of their needs and preferences becomes crucial. Schools aiming to excel need to conduct comprehensive market research to gain valuable insights. By uncovering the right information, schools can tailor their strategies to better align with parents' expectations. Some key information that can be obtained through this research includes:

• Parents’ perceptions of the school:

How do parents view the reputation and quality of the school? What values do they associate with the institution?

• Parents’ hopes and expectations:

What do parents expect in terms of curriculum, facilities, and child development? These expectations often vary based on their backgrounds and experiences.

• Decision-making factors:

What are the main considerations for parents when choosing a school? These factors can include cost, location, quality of education, and community recommendations.

• Specific needs based on segments:

Each parent segment has unique needs and preferences. For example, parents of children with special needs might look for schools with appropriate facilities and programs.

• Effective teaching methods in the digital age:

In this digital era, innovative teaching methods and the integration of technology in education are significant attractions for parents.

Combining Qualitative & Quantitative Research: The Best Approach to Understanding Parents

To explore these points, the most effective approach is to combine qualitative and quantitative research methods. Each method plays a crucial role in providing a comprehensive understanding. Quantitative research offers an overview of trends and patterns, while qualitative research delves deeper into the meanings and motivations behind the data:

• Quantitative research

Quantitative research allows for the rapid and efficient collection of data through online surveys or questionnaires. Surveys can measure parents' satisfaction with various aspects of the school on a broad scale and gather demographic data to analyze the differing needs among parent segments. This method provides a general overview and reliable statistics to inform strategic decisions.

• Qualitative research

On the other hand, qualitative research helps uncover the reasons behind parents' choices and preferences, revealing richer and more nuanced perceptions. Through in-depth interviews, researchers can identify the emotional factors and personal values influencing parents' decisions. This method offers deep insights into parents' motivations, concerns, and aspirations.

Additionally, Focus Group Discussions (FGDs) can reveal the dynamics of interaction and differing opinions among parents. FGDs allow participants to share experiences and views, helping researchers uncover hopes and needs that may not surface in structured surveys. The interaction among participants often generates new insights and enriches the understanding of parents' preferences and expectations.

Research for More Effective Strategies

By combining the strengths of both qualitative and quantitative methods, schools can gain a comprehensive and deep understanding of parents' needs and preferences. For instance, surveys can be used to identify key factors, and then in-depth interviews can explore why these factors are important to parents.

Relevant studies that can provide valuable insights include:

• Segmentation Study: Understanding different parent segments and their children's needs.
• Usage & Attitude Study: Identifying how parents use information and their attitudes towards various educational aspects.
• Satisfaction Study: Measuring parents' satisfaction with the current school and identifying areas for improvement.
• Post Launch Analysis: Evaluating parents' responses to new programs or initiatives launched by the school.
• Trigger & Barrier Study: Identifying factors that drive or hinder parents in choosing a school.
• Conjoint Study: Understanding parents' preferences through simulations of various school attribute combinations.

The importance of understanding parents' considerations and the reasons behind their school choices is crucial for educational institutions to align with market needs. In-depth market research can reveal parents' preferences and expectations, which in turn will help schools develop more targeted marketing strategies and program enhancements. Clove Research & Marketing Analytics, with its extensive experience across various industries, is ready to help your school advance further

By conducting proper market research, schools can gain a profound understanding of parents' behavior and needs. This information can be used to:

• Develop effective marketing strategies: Create messages and campaigns that resonate with parents' needs and preferences.
• Enhance programs and services: Offer programs and services that meet the specific needs of parents and children.
• Build strong relationships with parents: Improve communication and engage parents more in the educational process.

By leveraging market research insights, schools in major Indonesian cities can be more proactive in responding to the dynamic needs of education. This approach will not only increase parent and student satisfaction but also position schools more competitively in an increasingly crowded educational market. Active school involvement in market research will be a crucial step towards a better educational future in Indonesia.