Author Wong, Lok Oon
Title A study of marketing in Kuo Chuan Presbyterian Secondary School.
Institute Thesis (M.A.) (Educational Management) National Institute of Education, Nanyang Technological University
Year 2002
Supervisor Khong, Lana
Call no. LB2847 Won

This study used the action research design to examine what the factors are that will influence the primary six pupils of Kuo Chuan Presbyterian Primary School (KCPPS) and their parents in their opting for a secondary school.  It examines the theory of the marketing of schools and how it can be applied to help schools.  The findings can also help a practicing principal of a secondary school in the marketing of his/her own school.


This study is a follow-up of Chew et al’s Diploma in Educational Administration (DEA) Project entitled A Preliminary Marketing Study : Kuo Chuan Presbyterian Secondary School.  This DEA project studied the factors within a school that would attract primary school pupils and their parents to choose the school for secondary school education.  Chew et al’s project targeted secondary one pupils of Kuo Chuan Presbyterian Secondary School (KCPSS) for their study.


This current research study targeted the primary six pupils instead.  For this research, data was collected through the use of a modified survey questionnaire used by Chew et al in their project.  The survey questionnaire was given to every primary six pupils of KCPPS for the year 2001.  A separate section of the survey questionnaire was given to the parents of the pupils to fill in.  The results obtained from the pupils were compared to those obtained from their parents.  Data was also collected through group interviews of the pupils.


The study showed that the majority of pupils in KCPPS come from Bishan area in which the school is situated. The biggest group of pupils was from the EM2 stream.


Factors that were considered important by the pupils and their parents in opting for a secondary school were : how well the school was performing academically, whether the school emphasized a well-rounded education, the distance of the school from home, whether the school had good qualities, whether the school had good discipline and whether the school had a friendly and caring environment.


A school principal planning to market his/her school could using the findings from this study to focus on the areas that the target audience consider to be important.