| Summary: | 碩士 === 國立臺中教育大學 === 科學教育與應用學系碩士班 === 105 === The purpose of this research is to, by applying the strategy of commercial marketing mix, analyze the motivations of the primary school students and their parents when choosing informal science education camps and their satisfactory levels of the learning outcomes. Subjects of the study were fourteen students and fifteen parents who attended three summer science camps in Changhua in 2013. This study was conducted using qualitative research method and, in order to collect diversified information, the following activities were involved in the research: Collecting information and documentation related to the science camps;Observing activities in the camps; andInterviewing the students and parents.
After abovementioned information were collected and studied, 5W1H was used in analyzing the motivations and 7Ps was applied when analyzing the satisfactory levels from the parents. Specialists and scholars were consulted for their opinions. Views and suggestions were raised by the researcher based on the findings and results of the study. The researcher hoped the outcome of the study could be utilized by educational organizations providing informal science education. The results are listed below:
1.The main motivation factors affecting students attending science campuses were: interests, interpersonal relationships and past experiences.
2.The main factors affecting the parents’ decisions when choosing science camps were: children’s interests, price and courses.
3.The marketing strategies of the hosts of the science camps had different types of strengths and advantages. One with good marketing capability was not necessary to be the one met the demands of the parents and students; moreover, a campus with high overall satisfactory level did not guaranty a high re-enrolment rate. Products and pricing strategies were the main factors impacting the satisfactory levels of the parents. It is crucial that the pricing strategies could reflect the value of other marketing strategies. Science camps with different subjects had different highlights on their courses. When the parents were choosing science campuses, their decisions were highly impacted by the courses provided. Hosts of the science camps were recommended that the courses should be designed to be more practical and life-oriented. Consumers could consider their financial positions and the interests of their children and compare different camps to find the most suited camps for their children and themselves.
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