Parents’ Information Needs and Decision Making Processes in Selecting Early Childhood Programs in Thailand

Abstract

           This article is being reported from the perspective of a convenience sample of Thai parents’ informational needs and decision making processes in selecting early childhood programs. This current study puts emphasis on early childhood education in Thailand, and explored how Thai parents select a particular child care and educational program for their preschool or kindergarten aged child.  What are their needs for information in order to make informed decisions? A part of the Parent’ Ratings of Importance of Quality and Satisfaction with Preschool Program Online Survey (Jang, 2008) was used to collect data fromm505 parents of preschool and kindergarten children who were enrolled in four preschool or kindergarten programs located in northeastern and southern Thailand. Findings revealed that Thai parents reported that convenience as well as curriculum and teaching as the most important consideration when selecting their children’s preschool program. Cost was another factor parents considered.