327 sampling the sample was taken from current

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3.2.7. Sampling The sample was taken from current students at PS Business School.20
Chapter 4. Key Findings and DiscussionsThe survey results were collated on Qualtrics and then downloaded into the SPSSstatistical programmed for analysis which provides transformation of survey data intoanalysable data. The following graph indicates the information sources that the students referred towhen choosing PS.Percentage of Information Sources that the Potential Students UseThe result of questionnaires showed that nearly half of the respondents, 43.4%,referred to their friends when it comes to information search for HE services. Socialmedia is the second most used source with 19.1%, followed by PS’s inquiry desk21
with 13.2%. The rest of the sources are not significant enough in providinginformation for perspective students. Pamphlet, inquiry desk and social media can be grouped as marketer-dominatedsources and they contributed 7.2%, 13.2% and 19.1% respectively. Even so, thecombination of them is still less than “friends” itself by 3.9%. Therefore, it can be saidthat word of mouth is more powerful than other marketer-controlled informationsources in providing information. Additionally, this finding is consistent with Willis andKennedy’s (2004) study in which they reported friends as having the greatest impacton the college choice of new students. Furthermore, the findings indicated that family is not one of the powerful sources ofinformation where family includes parents and siblings. This is consistent with therecent findings of Lai and Muthaly (2014), which they reported parents do not havethe major influence in the decision making of their college-aged children. Thefindings can, however, be readily related to Myanmar’s education situation. Most ofthe parents in Myanmar do not have background knowledge of private educationservices as they had only been through public education and there was not muchchoices of school in their days. Thus, parents cannot be the source of informationunless they are aware of what the education services nowadays are offering.According to the researcher’s observation, some of the private HE services/collegesin Myanmar hold exhibitions, invite potential higher education students’ parents toattend and give them full picture of prospects and pathways to progress highereducation for their children. Therefore, parents can, in turn, give suggestions to theirchildren about where they should do their higher education studies. Bers’ (2005)study revealed that four out of five parents reported that they were involved in theirchild’s college choice process and half of the parents surveyed reported that their22
children’s final decision to attend a particular college was a joint decision of thestudents and the parents. From the researcher’s observation, it is also applied inMyanmar’s culture as well, especially when the tuition fees has to be fully financedby the parents and there is no loan scheme or government financing of privateeducation or anything. However, PS Business School does not hold any event toinform parents about the services they are providing and that it seems to be anunderlying reason why parents are not a significant information source.

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