Master of Business Administration Executive

Faculty / School

School of Business Studies (SBS)

Year of Award



Dr. Talha Salam, Visiting Faculty, Department of Marketing

Project Type

MBA Executive Research Project

Access Type

Restricted Access

Executive Summary

Parents face a significant challenge when it comes to selecting the right school for their children. They consider various factors that heavily influence their decision-making process. While extensive research has been conducted worldwide on these factors, there remains a dearth of knowledge regarding the differences in parental opinions across different cities within the same country. Recognizing this research gap, the present study was undertaken as part of the MBA Executive Program to explore the factors influencing parents' school selection decisions and to compare the opinions of parents from different cities in Pakistan. A comprehensive literature review was conducted to gather information from various sources such as research papers, books, and websites. This review highlighted the existing studies in the field and identified gaps that warranted further investigation. Subsequently, a diverse sample comprising parents from different cities in Pakistan was included in this research study.

To address the research objectives, focus group sessions were conducted as a primary data collection method. Three focus groups, each consisting of five participants, were conducted in urban cities of Pakistan to ensure a varied audience representation. The research aimed to examine the key considerations that parents prioritize when selecting a private school and to determine effective advertising strategies for schools to reach a wider audience by emphasizing these crucial factors.

Data collection involved the use of audio and tape recording, note-taking, and participant observation, with the meetings conducted via Zoom. The participating parents had recently admitted their children to schools of their choice. During the focus group discussions, each participant had an equal opportunity to contribute and express their opinions. NVIVO software was employed for data analysis, revealing variations in parental preferences based on the city of residence, such as the age at which parents begin searching for schools and the sociopolitical context of the city. Factors such as the significance of brand name, budget considerations, the balance between holistic development and strong academics, school ambiance, word-of-mouth recommendations, and the proximity of the school location were found to vary among parents.

These findings provide valuable insights for school administrators and marketers in understanding the priorities of millennial parents and tailoring their advertising strategies to effectively communicate the factors that hold the most importance. By aligning their messaging with these key considerations, schools can enhance their appeal and attract a broader audience of parents seeking the ideal educational environment for their children.


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