(TIỂU LUẬN) the exploration of the motivation and attitude of parent who are sending their kids in the english center when using in depth interviews to present the findings

BỘ GIÁO DỤC VÀ ĐÀO TẠO TRƯỜNG ĐẠI HỌC KINH TẾ TP.HCM CƠNG TRÌNH DỰ THI GIẢI THƯỞNG ĐỀ TÀI MÔN HỌC XUẤT SẮC UEH500 - NĂM 2015 TÊN CÔNG TRÌNH: THE EXPLORATION OF THE MOTIVATION AND ATTITUDE OF PARENT WHO ARE SENDING THEIR KIDS IN THE ENGLISH CENTER WHEN USING IN-DEPTH INTERVIEWS TO PRESENT THE FINDINGS THUỘC KHOA: THƯƠNG MẠI – DU LỊCH – MARKETING MSĐT: TP HỒ CHÍ MINH - 2015 OVERVIEW The reason of this research: In 1990s, Asia became a part of World Trade Organization Vietnam and many other countries have essentially integrated into the globalization with the rest of the world Ever since the need of studying a second language has become significant on the path of each Asian’s career development Many parents have already realized this while they are still in their business In other words, they start to think about providing their children the best opportunity to learn another language By conducting this research, we hope that we can have a further understanding of what parents’ expectation and how much they can support for their children at the stage of studying and even more, their future development The purpose of this research: There are several ways to learn a second language One can learn it at home (self-studying), going to class and attending some language classes, having a private tutor or enjoying some courses at a well-known language center In this paper, English is assumed to be the most wanted-to-learn second language and it aims at studying the motivation and attitudes of parents at sending their kids to English centers It also did some surveys and interviews toward parents whose children are studying at such places and many related departments This research tends to look at customer behavior in the marketing for education – which is mainly about teaching English as a second language and to become a part of it The main methods used in our research are included as the indepth interview and Iceberg analysis The content of the research: This project includes four parts: literature review, methods, finding and discussion, conclusion For the literature review, the readers could overview the definition of attitude, motivation and in – depth interview Besides, the methods would show the process for conducting in – depth interview is developing a sampling strategy, writing an in-depth interview guide, conducting the interview and analyzing the data Goes along with methodology is the finding and discussion to find out the attitude, motivation and what latent motives is According to segmentation set for parents includes age, sexual and income, they have different attitude and motivation, we establish the table to compare and easy to discussion With the result we have, we could summarize the parent’s attitude and motivation to find out the latent motives for this topic in conclusion section The development orientation of the research: Our orientation to develop the research is following a set of the work flow By using a system of plentiful evidence coming from the actual interviews made on our preparation process which is also rearranged systematically on only one kind of form, the every first analysis is created and generated by bar charts and pie charts with the highly appreciated credibility As the next step, with the application of Ice-berg analysis, the reasoning are classified and performed as the result of the paper Abstract In the modern world nowadays, learning English is the most common need for one Therefore, parents attend their children into English centers more recently But why English centers? What is the motivation and attitude when sending their kids to the centers? The main purpose of this report is to have deeper understanding what parents’ motivation and attitude to send their children to English Center by interviewing not only parents who have kids are learning at English Center but also Teaching Assistant at English centers – who have frequent contact of parents and know thoroughly about parents’ attitude and motivation with questionnaire have set before based on in-depth interview method Afterwards, we explore what motivate and what attitude parents have in order to put out that decision According to that motivate and attitude, we find out the latent motives parents want to that However, there are three main groups of readers who will be beneficial to this project: parents, Teaching assistant and English Centers Firstly, about parents – they would understand more about the motivation, attitude and know that motivation – attitude is should or should not to follow to decides which is suitable for kids, avoid following the crowed Secondly, English Centers would have knowledge about parent’s attitude, motivation to have suitable marketing and approach customers They could foresee information they might concern based on customer’s demand to study at English Center Thirdly, teaching assistants – who are teaching at English centers would have overview of this job and have more experience’s knowledge to meet the demand of parents and avoid making the mistake when communicate with them In this report, the readers will perceive an overview brief of most of motivation, attitude of parents send their kids to English Centers, specific the reason why parents meet teaching assistant at English centers Introduction Due to the open gated of market of Vietnam and the joining WTO has led to the needs of English Because of that, Vietnamese parents are doing their best to their kids in order to have a better knowledge about English by many ways One of the ways is send their children into English centres But what motivate and what attitude persuade them to so instead of learning English by another ways Our project is “To explore the motivation and attitude of parents who are sending their kids to English centre when using in-depth interviews to present the findings” So the goal our project is to find out the latent motives and what attitude that leads them to choose English centre is the place they send their children in In this report, the readers will perceive a brief overview of parent’s reason when they send kids to English Center, know the latent motives and what in – depth interview is This project includes four parts: literature review, methods, finding and discussion, conclusion For the literature review, the readers could overview the definition of attitude, motivation and in – depth interview Besides, the methods would show the process for conducting in – depth interview is developing a sampling strategy, writing an in-depth interview guide, conducting the interview and analyzing the data Goes along with methodology is the finding and discussion to find out the attitude, motivation and what latent motives is According to segmentation set for parents includes age, sexual and income, they have different attitude and motivation, we establish the table to compare and easy to discussion With the result we have, we could summarize the parent’s attitude and motivation to find out the latent motives for this topic in conclusion section Literature Review In-depth interview is a qualitative research whose aim is “to complement and compare findings on opinions of the media professional with a quantitative study of the general population using face-to-face interviews and a structured questionnaire… ”, said Lucas (2014) It is likely an open-ended method to collect information as “deep” as possible from the participants According to the Wallace Foundation (n.d.), this method is highly recommended for some “highly sensitive topics” which may not be easy for the respondents to answer in honest; and also for the impossibility of gathering all the respondents at one place at the same time, which is referred to as “logistically difficult” situations Ever since the scale of the answers is dispensable, the flow of asking questions never gets any better than this In other kinds of doing research, the sample may take from 20 to even more than 100 representatives to make those accurate That counts the size of the sample In an in- depth interview, in some particular aspects, the size can somehow influence to the quality of the research But generally, the conductors tend to focus more on how to gain the best answers from the respondents We may ask ones that are associated with a problem to figure out what their opinions are, whether they have any related experiences before, or how they want the problem to be solved and by whom they want the problem to be figured out In-depth interview can be said as an art and also science of making people to share their latent consideration toward an issue Therefore, it shall take a journey for an amateur to make a good interview since the interviewer is required to be able to use effective interview techniques to make appropriate questions and to make the interviewee comfortable, which strongly recommends the interviewer needs to be trained before an interview (Boyce and Neale, 2006) Furthermore, the key is not just about the interviewers Boyce and Neale also stated that, the process for conducting an in-depth interview is related to many other significant factors, which is combined into a process of steps following: Step 1: Planning Step 2: Develop instruments Step 3: Train data collectors Step 4: Collect data Step 5: Analyze data Step 6: Disseminate findings However, this process is basically expensive and time-consuming, especially for the amateur who are less well-trained and highly-skilled To make things short and simple, this research follows the process of Wallace Foundation, which involves: Step 1: Developing a sampling strategy In this step, the research tends to identify what kind of information needed to receive from whom According to Neale, the research has to be ensured to be in the international and national ethical research standards, not to mention to be reviewed by the ethical committees Step 2: Writing an in-depth interview guide Despite the free flow of asking questions, there has to be at least one questionnaire prepared before the interview This guides the interviewers to ask questions in the most nearly expected way since many new questions may come out from the respondent’s answer Step 3: Conducting the interview This step is about setting up interviews with potential respondents As Boyce stated, the step involves “re-explain the purpose of the interview, why the stakeholder has been chosen, expected duration of the interview, whether and how the information will be kept confidential, and the use of note taker and/ or tape recorder” Step 4: Analyzing the data The Wallace Foundation called this step “to make sense of the findings” The answers can be grouped particularly, such as by kinds of respondents or of responses Also, the fact that analyzing data is time-consuming and challenging is inevitable It will be clarified later in this report The effort of this method basically helps collect detailed information than any other method can However, it takes time to collect all the satisfied data, which includes training, researching communication techniques and especially trying to avoid biased answers as much as possible (for example: the interviewee tends to focus on one side of the issue because of their personal reason) In the interview, there are two factors and two objects needed to be focused on respectively: “motivation” and “attitude”, “English center” and “private tutor” Not only one pair supports themselves, they also give a hand to the other pair of conducting and analyzing the interviews Motivation According to the Business Dictionary (n.d.), motivation includes “internal and external factors that stimulate desire and energy in people to be continually interested and committed to a job, role or subject or to make an effort to attain a goal” It can be said that, motivation is one of the best explanations for behavior There is always at least one reason that motivates you to behave in such a way It creates a difference between staying up late studying to get a flying color and staying up late asking what you can with the rest of this life Therefore, when it is required to take into accounts one’s concern or action, motivation should be the main core to be centralized in Deci et al (as cited in Mizuno et al., 2008) has stated that although there are extrinsic and intrinsic motivations, better outcomes such as higher performances, better quality, much increasing persistence and effort, and better psychological adjustments, they all come internally, especially in terms of education Relating to the case this researching is doing, Maslow’s Hierarchy of Needs Theory (Miner, 1984, as cited in Brooks, 2007) is one of the best illustrations for it The pyramid represents the level of needs continuously and gradually in which one level derives from its previous level In his own research, Brooks brought an idea about the physiological needs that, “people [ ] who feel hungry, hot or in pain will be willing to be concentrating more on fulfilling the physiological need than being motivated […]” Things come similarly when the safety needs are concerned However, the objective this research doing about is the parents, the ones who save the best for their children They logically expect their kids to have a much better life than they The greatest things may come from the lowest levels of needs They may also want their kids to be accepted by the social or to have more relationships, which are partly derived from a Vietnamese idiom: We learn not only at school but in life Community can teach such experiences that may not frequently be learned at school and that’s exactly the social needs parents are looking for Moving up to higher levels shares the same concern Whether the parents are respected or not, have status or not, achieve or not, they all want to enrich the pathways for their kids and expect them to better than their fathers and mothers can (esteem needs) And after four needs are met, parents will whatever they can to fulfill the self-actualization needs for their children Second thoughts, from the expectation of parents, they want to make sure their kids will meet the five needs and they will have different points of view to get them This will be discussed later in this report Look on the other aspect of what have already been generated, it can be seen that parents set goals for their kids since they are very young Obviously, “specific and clear goals lead to greater output and better performance” (Management Study Guide, n.d.), which can be related to the goal-setting theory of motivation by Edwin Locke There are many ways for a child to develop, but if the parents draw goals in his future, things will turn out to be easier to know what to next for their sweethearts And such goals and parents’ behavior will definitely have great impacts on their children on growing up Attitude It can be referred that, one will perform their mood by somehow showing their attitudes Those attitudes can be positive or negative expression toward the beingmentioned object(s) For simply saying, this is a hypothetical construct illustrating the level of like or dislike of the subject(s) toward the object(s) (Aljubran, 2010) In many circumstances, attitude’s structure can be best described in terms of components: affective, behavior and cognitive components, each of which has strong impacts on actions and responses of the subject; and they are derived from feelings, emotions, beliefs, knowledge and behavioral tendencies Another explanation from Eagly & Chaiken (as cited in Mc Leod, 2014), attitude is "a psychological tendency that is expressed by evaluating a particular entity with some degree of favor or disfavor" that “influences an individual's choice of action, and responses to challenges, incentives, and rewards (together called stimuli)” (Business Dictionary, n.d.) In the case of this research, the learning theory plays an extremely important role Let make it simple: there are many ways to learn attitudes from others Hence, children can learn from their parents and parents can learn from other parents as well According to the learning theory (Lecture – Social Psych, n.d.), people seems to repeat the actions that have positive consequences than those with negative consequences The story can be like this: one mother saw her friend who was also a mother taking her daughter to an English center and then, that little girl became extremely good at English At that time, the mother thought about her son and she had a new perception about English center and things might go differently It is also stated that attitudes may come from observation learning For instance, one father learned English with private tutor when he was young; therefore, he knew the advantages and disadvantages of tutoring Although there are many other factors that help him make decision, this factor plays an important role in shaping his point of view about private tutor English center and Private tutor Nowadays, English has already become one of the most popular languages on earth According to the research about the current situation of teaching English in Vietnam (Van Van, 2010), although one student may have already spent 700 hours studying English in schools, their knowledge and skills are still considered as a modest level In the report, the author also strongly recommended that the student not only should be taught theoretically and correctly but also their knowledge should be revised, reviewed and expanded; meanwhile, the four most important skills (reading, listening, writing and speaking) should be given enough drills from the easy level to the more difficult ones, which all require a longer time to study and understand English Going along with the development of studying English, the number of English centers, public and private ones, has also been developed rapidly They can be simply defined as “non-formal educational sectors” (Van Van, 2010) There is a variety of English courses that serve different needs of different English learners, and as a result, it leads to a variance of the quality of those English centers After conducting the interview, we realized that even though there were many of them, but “The Big Four” that were most mentioned about are British Council, ILA, VUS and ACET, which are best well-known about their reputation, quality and their trustworthy Table 1.1 was done based on our experiences and doing some research about these centers (by visiting their web pages, having talks with the salesperson, etc.) Beside the fact that parents want to send their kids to such popular institutes, some parents are also willing to have a private tutor at home There are many forms of tutoring privately in Vietnam, which is mostly organized by student’s parents or by teachers “Private tutor is interesting to study not just because it is a widespread phenomenon, but also because of its potentially significant impact on student’s academic performance”, stated Dang (2011) Initially, it was used to make up the poor ability of students for understanding lessons in class, help them keep tracks with the required level and to pass the examination; but many years later, the meaning of private tutor has changed In the research of Dang (2008) about private tutoring in Vietnam, 40% of the respondents stated that it offered much further knowledge that could not be taught at school; while 15% of them emphasized that it provided daycare for children ILA British VUS ACET English Jumpstarts Council English for Smartkids Preparation for program Super Junior Kids Smartkids Plus Academic Smart Teens English for Superkids English teenagers Superkids Plus Academic English for Young Leaders English Adults SEIC IELTS IELTS 100% Vietnamese and Vietnamese and Teachers 100% foreigners choosing which center to send their kids to Meanwhile, the two factors take the lowest vote are “help re-constructing grammar” and “nearly home”, which is surprisingly the least important facets to be consider to pick up an English center Agreeing for the graph above, when we interviewed teacher assistants they also said that the main things parents love at English center is there are 100% native speakers and the main focus will be communicate c The differentiates: As we were conducting our data, we have pump up some facts that are kind of amazing to find out First, when we were interview moms and dads, we can clearly see that dads were not opened people who not willing to share and is hard when you try to find out the latent motivations and attitude Whereas, moms are very open and share as much as they can Second, moms have more attitude than fathers and fathers are outstanding of the motivations Third, fathers, unlike moms, only care about the result and foregone the minor things such as a child is sad due to low mark or he cannot make friend in the class Final, moms tend to have affective thinking, whereas, dads tend to have cognitive thinking Fathers and mothers have various attitudes toward sending their children to English centers There are differences from parents who have high income and the ones with medium income High-income parents have more effort in expectation for their children to study abroad and the others focus on how their children well in class However, medium income parents struggled to have their kids study with foreigners The high income ones show the more long-term orientation with the wish of child’s adaptation to the Western countries early When talking with parents, the teacher assistants had found that some of parents really want to know what their kids did in his/her class every week and really pleased when teacher assistants inform parents about that However, some parents believe that they have spent lots of money into the English center, therefore, it is the English center’s responsibility to take care of their children and not want to be bother by teacher assistant’s calls Conclusion Most of parents wish their children this age would improve children’s ability and their score at school The higher level expectation is becoming leading students at class and going to study abroad However, when parents send their kids to English centers, they also care learning process of their kids by asking teaching assistants about following up the learning process, complaining the student’s problem or teaching quality because of the high tuition they paid After all, Teacher assistances and Parents present quite the same with each other, showing that the results of the in-depth interviews with parents are appropriate, logic-based and believable Afterwards, every parent’s segment has a lot of different reasons based on their attitude, motivate or their age and income but all of that reasons is derived from their concern about the future of kids and want their children would have more colorful life, and to be the best members when entering the society APPENDIX IN-DEPTH INTERVIEW Parents: Gau’s Mom When did your son/daughter start learning English? Why was that age? He started English when he was years old My son could get acquainted Eastern lifestyle and besides learning by heart, he could study in different ways such as watching movie, listening to music, reading book… How can you choose the suitable center for your kid? And what are factors that affect your choice? - Looking for information in Internet, newspaper - Joining center’s seminars and visiting the centers - Referring friend’s opinions - Matching the time and depending on child’s age - Visiting the place to know more how teachers teach, the facilities… Which center I can believe, I will choose Why did you send your kids to English Center? The reason why kids have to learn English ATTITUDES MOTIVATION Because I want my son study abroad I want him reach to Western education because it is not harsh on theory but focus on practical Furthermore, Vietnam education is not coming to international yet, so as a part of choosing whether to choose Vietnam or Western education, apparently most of families with enough money will choose the second Do not rather like Viet Nam’s life style most of belongs to relationship, smarmy or crafty If my kid not want to study abroad, I still send my son to English Centers because he receives not only knowledge, working style, learning style but also social relationship and public communication Get acquainted with better environment I think this time and age is suitable for my son Helping him could make the acquaintance of Western’s life style and accept it In English Center, most of teachers are foreigner, children can learn by themselves and strive to make a living Moreover, Western education is also the reason why I choose English Center The last reason is children would have more real experience and orient their life based on the environment they live IN-DEPTH INTERVIEW Parents: Dad When did your son/daughter start learning English? Why was that age? My daughter started when she was years old because from 2-3 years old is the best time for child accept knowledge - How can you choose the suitable center for your kid? And what are factors that affect your choice? Looking for information on Internet, newspaper Joining center’s seminars and visiting the centers Some factors affected my choice: prestige, the quality of teaching, and specialization Why did you send your kids to English Center? The reason why kids have to learn English MOTIVATION To make sure my daughter has enough factors to fall in line with the world and English is always the first step Children can approach to developed country, multicultural and comprehend new knowledge Practicing critical thinking, prompt and sensible Preparing for studying abroad Communicating with more friends and adapting themselves to new surroundings ATTITUDES I think English is popular language Developing potentiality when children use both Vietnamese and English English center is more and more assert their brand positioning and trustworthy with consumers So, English Center is the choice that I would think thoroughly IN-DEPTH INTERVIEW Parents: Nhu’s Mom – VUS Center When did your son/daughter start learning English? Why was that age? She learned English when he was 10 years old in Binh Duong Because English centers just had established at that time I send my kid to English centers to get acquaintance with another language - How can you choose the suitable center for your kid? And what are factors that affect your choice? Base on popular rate and suitable for kid Asking service center for information and how they can meet the demand Why did you send your kids to English Center? The reason why kids have to learn English MOTIVATION The basic step to prepare for higher education such as master or doctor Communicating with foreigner fluently ATTITUDES The quality is better Teacher is suitable with children’s level Tutor is not meet the student’s level and can not teach for a long term Furthermore, kids study with tutor will not have any competition to improve better Learning English to step-up and maintain English in Viet Nam because English is not used as Vietnamese IN-DEPTH INTERVIEW Parents: Mom – VUS Center When did your son/daughter start learning English? Why was that age? She started learning English when she was years old This age could accept information, knowledge faster and not to have any pressure at school - How can you choose the suitable center for your kid? And what are factors that affect your choice? Member of family is a VUS’s teacher introduce to learn at VUS Looking for information based on parents who have kids learned at center before Why did you send your kids to English Center? The reason why kids have to learn English MOTIVATION ATTITUDES Safe and international environment Approach to new education and help child to be confidence Having more friends, avoid being passive I tried to send my girl to most of English center and VUS is the best place and suitable for her Near my house Prepare for future job IN-DEPTH INTERVIEW Parents: Mom – VUS Center When did your son/daughter start learning English? Why was that age? My son began learning English when he was years old Because, he was the first grade, he knew type-letter which is easy to learn another language - How can you choose the suitable center for your kid? And what are factors that affect your choice? Looking for information in Internet, newspaper Joining center’s seminars and visiting the centers Referring friend’s opinions Some factors affected my choice: prestige, the quality of teaching, and specialization Why did you send your kids to English Center? The reason why kids have to learn English MOTIVATION The first step to study abroad and accept advanced education Becoming a global citizen ATTITUDES English is a popular language and easy to learn A lot of English centers could meet the customer demand English center is the logical choice because children was too young to go broad IN-DEPTH INTERVIEW Parents: Nhu’s Dad When did your son/daughter start learning English? Why was that age? She learned English when he was 10 years old in Binh Duong Because English centers just had established at that time I send my kid to English centers to get acquaintance with another language How can you choose the suitable center for your kid? And what are factors that affect your choice? Based on well-known factors, I would ask my girl which she likes and consider that center is a small country has English is the national language or not Why did you send your kids to English Center? The reason why kids have to learn English MOTIVATION ATTITUDES Viet Nam is integrate into the world, English is essence of problem and prepare for future life Prepare for higher education, higher job’s position Deep understanding multicultural, life style Communicating with foreigner teachers Cheaper than hiring tutor and learning English is a long term, tutor can not meet the demand Learning English to step-up and maintain English in Viet Nam because English is not used as Vietnamese IN-DEPTH INTERVIEW Parents: Mom – VUS Center When did your son/daughter start learning English? Why was that age? My boy started learning English when he was years old because it’s necessary How can you choose the suitable center for your kid? And what are factors that affect your choice? I had learned at VUS center before and feel secure when send him to this center Why did you send your kids to English Center? The reason why kids have to learn English MOTIVATION ATTITUDES His father is an American, he would reunite with grandparents, learning English to prepare and help him to assimilate easier Deep understanding America’s culture to avoid shocking culture Having more friends, he would be passive Believing the quality of VUS IN-DEPTH INTERVIEW Teacher Assistant: Vân For what, parents need to see and contact with you or vice versa? How often? What are their attitude? - There are always a parents meeting monthly for parents to update information about their children’s studying, give feedbacks or raise their issues and then solve all of that - Teachers directly communicate and solve problems of parents and practitioners TAs just have responsibility on translating into Vietnamese for parents - In other cases, parents may think that they spend a lot of money for the education Hence, it’s the duty of the center (and TA as well) to take the best care of their kids and give excessive demands for E center What are the outstanding advantages of your English center compared to others? - The quality good teacher: 100% British Each has at least one SELTA or DELTA Moreover every teacher has at least year-experience in English language centers, but often the teachers at ILA through - The studying activities: It is organized to increase the ability to remember lessons of children by playing games Why did you send your kids to English Center? The reason why kids have to learn English? ATTITUDES MOTIVATION - Parents’ expectations: most of them focus on how to study English well and better than they are doing at school - At a higher level of expectation: 25% of them is about studying well enough to become outstanding students but not just stop at “absolutely understand”; besides, 10% of them tend to study abroad - The idea of sending their children abroad for studying may have developed from their living at another country, they only stay in - - Emotion still can be showed even though their stories not focus on the main key point, which is a very common way to start a topic as in the Vietnamese tradition The ages of the parents are various In most of the sharing, parents are fairly satisfied and being ready for the last result If it is to their mind, they won’t bother anymore But if it isn’t, they will expect a sharing again and it will even be harder than the last time to deal with them Vietnam for a while and they have to get back there - They want to care about their children’s studying by being informed what they are studying in a short period of time (once or twice a month); they also have a desire to share and talk with the Teaching Assistance if possible IN-DEPTH INTERVIEW Teacher Assistant: Ngọc Teachi ngAss i s t antof3c l as ses 1SuperJuni orcl as s–f ort heki dswhoar ef r om 6t o11y ear sol d 2Jumpst ar tcl as ses–f ort hek i dswhoar ef r om 5t o5y ear sol d For what, parents need to see and contact with you or vice versa? How often? What are their attitude? - It depends on the age of the students that I will call the parents to talk about how they are doing in class (for example: once per two months for those less than years old; once per month for those from 11 to 17 years old) - The most common situation in calling parents: parents extremely care about what their children are studying and they really appreciate the Teaching Assistance to call them to share about it Some also share that they want the TA to call them once a week - In other cases, parents may think that they spend a lot of money for the education Hence, it’s the duty of the center (and TA as well) to take the best care of their kids and not need to call them (some of them even consider it as interruption) ** Can you give me one example of that: - The case of parents have problem with setting a too-high-to-reach standard for their kids so they meet TA to handle that: + There is a student who has always been at the top of the class for courses However, in a mid-course test, he stands at the second place His parent asks to be informed about his mistake They even want to have a look on the test and compare with the student who has got the highest mark at that time + Another student got 98 in a mid-course test Her parents immediately contacted her Teaching Assistance to ask why it couldn’t be 100 and expect to have a solution for it  My solution: + To the parents whose son had the second rank: Have a talk to them Make sure they understand that comparing the kids will make things even worse because they are both being good at English so far; hence, there shouldn’t be a competition or any pressure between them + To the parents whose daughter got 98: It doesn’t matter if she doesn’t understand something and it is a chance for her to study harder and have a positive impact on her studying What are the outstanding advantages of your English center compared to others? - ILA is the center that has 100% foreign teachers, Teaching Assistant is to help students more than they can help teachers; many interesting outdoor activities; modern and suitable equipment for young generation; plenty of courses with several skills and schedules which attract many parents to send their kids here - Besides, ILA has strong marketing plans to make it become well-known in the area There are also some sponsored and voluntary programs making its name become more popular Why did you send your kids to English Center? The reason why kids have to learn English? MOTIVATION - Parents’ expectations: most of them focus on how to study English well and better than they are doing at school ATTITUDES - Emotion still can be showed even though their stories not focus on the main key point, which is a very common way to start a topic as in - At a higher level of expectation: 25% of them is about studying well enough to become outstanding students but not just stop at “absolutely understand”; besides, 10% of them tend to study abroad - The idea of sending their children abroad for studying may have developed from their living at another country, they only stay in Vietnam for a while and they have to get back there - They want to care about their children’s studying by being informed what they are studying in a short period of time (once or twice a month); they also have a desire to share and talk with the Teaching Assistance if possible - the Vietnamese tradition The ages of the parents are various In most of the sharing, parents are fairly satisfied and being ready for the last result If it is to their mind, they won’t bother anymore But if it isn’t, they will expect a sharing again and it will even be harder than the last time to deal with them References Aljubran, A (2010) The attitude towards disclosure of bad news to cancer patients in saudiarabia Annals of Saudi Medicine, 30(2), 141-4 doi:http://dx.doi.org/10.4103/0256-4947.60520 Business Dictionary (n.d.) 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Sage Publications Conducting in-depth interviews (2015) Retrieved October 2015, from http://www.wallacefoundation.org/knowledge-center/after-school/collectingand-using-data/Documents/Workbook-E-Indepth-Interviews.pdf Journals.cambridge.org, (2007) Focus-group interview and data analysis Retrieved October 2015, from http://journals.cambridge.org/action//displayFulltext? type=6&fid=902304&jid=PNS&volumeId=63&issueId=04&aid=902300&full textType=MR&fileId=S0029665104000874 Sharif Zami, M., & Lee, A (2009) The Built & Human Environment Review, Volume A Review of the In-depth Interview Technique ... motivation and attitude of parents who are sending their kids to English centre when using in- depth interviews to present the findings? ?? So the goal our project is to find out the latent motives and. .. English centers? What is the motivation and attitude when sending their kids to the centers? The main purpose of this report is to have deeper understanding what parents’ motivation and attitude to. .. be either want their kids to study abroad or studying English as a handy tools to support their later lives When parents want their offspring to study English in English center because parents