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ERIC Number: EJ800423
Record Type: Journal
Publication Date: 2008
Pages: 17
Abstractor: As Provided
Reference Count: 41
ISSN: ISSN-0951-354X
High-Tech versus High-Touch Education Perceptions of Risk in Distance Learning
Kulchitsky, Jack D.
International Journal of Educational Management, v22 n2 p151-167 2008
Purpose: As colleges implement alternative forms of education delivery, prospective students must consider the method of instruction when choosing a post-secondary institution. The purpose of this research paper is to assess the search criteria considered most important to prospective undergraduate students and to evaluate their preference for online versus on-campus instruction. Design/methodology/approach: This paper reviews a selection of literature on college choice behavior, with special reference to on-campus (high-tech) versus online (high-touch) delivery. A pilot study together with a conjoint methodology is used to measure the importance students place on method of instruction, relative to several traditional criteria. Findings: The conjoint results identify two unique student segments (risk-sensitive and cost-sensitive) based on attitudes toward high-tech versus high-touch delivery. While the risk sensitive segment expresses strong preference for high-touch delivery, the cost sensitive segment is open to high-tech delivery, if the price is right. Practical implications: Many studies have concluded that online education may be more suited for mature, graduate students. This study, however, identifies an undergraduate student segment with a propensity toward high-tech education. As online technology continues to diffuse through society, prospective undergraduates are expected to become less averse to alternate means of instruction. Originality/value: Although many studies have compared online versus on-campus learning, few, if any, have examined the attitudes of prospective students applying to a post-secondary program, having no experience with distance education. This study focuses on the needs of prospective undergraduate students, highlighting differences in attitude toward cost and risk. (Contains 3 tables and 6 figures.)
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Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Australia; New Zealand; North America; United Kingdom