THE WEBSITE REQUIREMENTS OF DIFFERENT PRIVATE SCHOOLS

A MARKETING RESEARCH PRESENTED TO THE FACULTY OF THE BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION MAJOR IN MARKETING MANAGEMENT POLYTECHNIC UNIVERSITY OF THE PHILIPPINES SAN PEDRO CAMPUS, SAN PEDRO LAGUNA

IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE DEGREE OF BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION MAJOR IN MARKETING MANAGEMENT

REGINE GRACE DELA CRUZ RONALYN MORALES MARIAM RAMOS OCTOBER 2011

ABSTRACT
THERE
SPECIFICALLY,
HAD BEEN A NUMBER OF RESEARCHES THAT INVESTIGATED ON THE
ADVANTAGES OF HAVING WEBSITE IN SCHOOLS.

THIS

STUDY WAS THEN CONDUCTED

IN ORDER TO IDENTIFY OTHER IMPORTANT ASPECTS OF HAVING WEBSITE IN SCHOOL. THIS RESEARCH AIMED TO IDENTIFY THE ADVANTAGES AND BENEFITS OF HAVING WEBSITE.

PROBLEMS

AND CONCERNS OF SCHOOLS OWNER IN HAVING

WEBSITE WERE ALSO IDENTIFIED.

QUESTIONNAIRE WAS USED. ANSWERS OF THE

TO

GATHER THE NEEDED DATA, A SURVEY

WEIGHTED MEANS WERE COMPUTED TO ANALYZE THE PARTICIPANTS. T HE RESULTS SHOWED THAT THE RESPONDENTS

AGREE THAT THERE IS DIFFERENCE IN THE DECISION OF A PRIVATE SCHOOL OWNER WHO HAS NO EXISTING WEBSITE EVEN THE PRIVATE SCHOOL OWNERS WHO HAS AN EXISTING WEBSITES STATES THAT THERE IS REWARD/ ADVANTAGES IN HAVING A WEBSITE.

THIS
SOME

ALSO HELPS IN REDUCING PROBLEMS LIKE LACK OF BUDGET TO BE IN WEBSITES ARE NOT USER FRIENDLY.

ALLOTTED FOR THE DEVELOPMENT, ADDITIONAL WORK FORCE FOR THE SCHOOL , AND
INTERFACE

NONETHELESS,

RESPONDENTS ALSO AGREE THAT THE PRIVATE SCHOOLS THAT HAVE NO EXISTING WEBSITE THINK THAT THERE ARE ADVANTAGES IN HAVING A SCHOOL WEBSITE .

MOREOVER, LEGAL AND DISCRIMINATORY ISSUE HAD BEEN SAID TO THIS RESEARCH. AS STATED FROM LITERATURES, THEY ALSO EMPHASIZE TRADITIONAL ADVERTISING. FURTHERMORE, OUTCOMES OF A GOOD WEBSITE CAN HAVE BENEFITS AND IT TAKE SUCCESSFUL BY KNOWING THE FACTORS IN HAVING A GOOD SCHOOL WEBSITE .

ACKNOWLEDGEMENT
WE WOULD LIKE TO ACKNOWLEDGE THE FOLLOWING FOR THE SUPPORT AND COOPERATION. FIRST GOD FOR GIVING US STRENGTH TO PUSH FURTHER AND HARDER. WE WOULD LIKE TO EXPRESS OUR DEEP AND SINCERE GRATITUDE TO OUR PROFESSOR, DR ALDRIN ANTIVOLA. IN HIS WIDE KNOWLEDGE AND HIS LOGICAL WAY OF THINKING HAVE BEEN OF GREAT VALUE FOR US. HIS UNDERSTANDING, ENCOURAGING
AND PERSONAL GUIDANCE HAVE PROVIDED A GOOD BASIS FOR THE PRESENT RESEARCH.

DURING THIS WORK WE HAVE COLLABORATED WITH MANY COLLEAGUES FOR WHOM I HAVE GREAT REGARD, AND WE WISH TO
EXTEND OUR WARMEST THANKS TO ALL THOSE WHO HAVE HELPED US WITH OUR WORK THE OWNERS IN DIFFERENT PRIVATE SCHOOLS IN SELECTED AREAS IN LAGUNA AND CAVITE.

WE OWE OUR LOVING THANKS TO OUR FAMILIES. THEY SUPPORTED US THROUGHOUT IN MAKING THIS MARKETING RESEARCH POSSIBLE. WITHOUT THEIR ENCOURAGEMENT AND UNDERSTANDING IT WOULD HAVE BEEN IMPOSSIBLE FOR US TO FINISH THIS WORK. OUR SPECIAL GRATITUDE TO MANUEL LAKSAMANA II FOR HIS NEVER ENDING SUPPORT AND COOPERATION FOR US.

CHAPTER 1 THE PRO BLEM AND ITS BACKG RO UND

INTRODUCTION
DURING THE LAUNCH OF THE INTERNET IN 1988 FOR COMMERCIAL INTEREST
NO ONE HAS PREDICTED THE IMPACT THAT THIS TECHNOLOGICAL INNOVATION WOULD BRING TO THE GREATER COMMUNITY. IF EVER PREDICTIONS WERE MADE IT WAS HELD AS ABSURD.

WORLD WIDE WEB AND INTERNET HAS CREATED, EXTENDS TO VARIOUS DIRECTION. IF INTERNET WAS USED MORE ON RESEARCH AND INFORMATION DISSEMINATION IN THE PAST, NOW IT EXTENDS TO SALES AND MARKETING. THIS HAS STIRRED THE STABILITY BEING HELD BY TRADITIONAL ENTREPRENEURS AND EXISTING AND POTENTIAL DIRECT MARKETERS. THESE GROUPS
THE IMPACT THAT THE WERE FORCED TO TAKE NOTICE WHEN CONSUMERS START DIRECTING THEIR INQUIRIES

CURRENTLY

ABOUT PRODUCTS AND SERVICES THROUGH WEBSITE BROWSING

(BANNISTER, 1998,

HERBIG

AND

PALUMBO, 1998; MCGOVERN, 1998). THE

POTENTIAL FOR ONLINE

MARKETERS CREATED THREATS TO TRADITIONAL BUSINESS ESTABLISHMENTS.

EARLIER, THE PHASING OF HOW FAST THIS SYSTEM WILL DEVELOP AND HOW BIG IT WILL TURN OUT WAS A MATTER OF SPECULATIONS AND ASSUMPTIONS . S KEPTICS PREDICTED THAT ONLINE MARKETING WOULD BE LIMITED TO RELATIVELY SMALL - TICKET ITEMS THAT DON ' T REQUIRE DIRECT INSPECTION OR TRIAL -- A FAIRLY NARROW RANGE OF CONSUMER GOODS (ESSICK, 1997). THOSE ON THE EXTREME SIDE AND ADVOCATE OF ONLINE MARKETING CLAIMED THAT EVERYTHING FROM CARS TO CLOTHES , GROCERIES TO HOUSEHOLD PRODUCTS CAN BE SOLD EFFECTIVELY AND PROFITABLY ONLINE (G REENE , 1999; S PINALE , 1999). THOSE WHO SHARES THE MIDDLE GROUND TO THIS ARGUMENTS HAS THE BIGGEST DISTRIBUTION IN TERMS OF NUMBER (LOHSE & S PILLER , 1998; M EHTA AND S IVADAS , 1995). I T CANNOT BE DENIED THAT BOTH CONSUMER MARKET AND THE SCOPE OF ITEMS BEING SOLD AND PROMOTED OVER THE INTERNET WILL CONTINUE TO EXPAND IN DAYS TO COME (A LBA , ET AL, 1997; PETERSON, 1997). INCREASING CUSTOMER OUTPUT IS CONSIDERED BY BOTH SCHOLARS AND
PRACTITIONERS TO BE ONE OF THE CRITICAL SUCCESS FACTORS FOR BUSINESSES WITH ITS IMPLICATIONS FOR COST SAVINGS AND PROFITABILITY. T HE COST OF ACQUIRING NEW CUSTOMERS IS FIVE TO SEVEN TIMES WHEN DONE THE TRADITIONAL WAY.

HOWEVER

THE GROUP THAT WORRIES MORE IN RELATION TO THE GLOBAL

POPULARITY OF ONLINE MARKETING IS BUSINESS ESTABLISHMENT OWNERS AND DIRECT MARKETERS . TO MAKE THE MOVE. THIS ISSUE

THEY

ARE FACED WITH THE DILEMMA OF MAKING TWO

DECISIONS : WHETHER OR NOT TO UNDERTAKE ONLINE MARKETING , AND IF SO, WHEN

CONSUMER ACCEPTANCE ON ONLINE MARKETING IS THE KEY TO (TAKACS & FREIDEN, 1998). A PREMATURE ENTRY IN THE ONLINE

MARKETING ARENA MAY POSE A DETRIMENTAL EFFECT OR MAY BE A COSTLY MISTAKE FOR AN OVER- EAGER MARKETER REGARDLESS OF THE AVAILABILITY OF CONSUMERS WHO READILY AVAILS OF THE PRODUCTS AND SERVICES BEING OFFERED .

IF MARKETING , 1997). IN

IT IS TRUE THAT ONLINE SALES EXCEEDS THE OTHER MODES OF THEN IT IS LOGICAL TO ASSUME THAT THIS IS DONE AT THE EXPENSE OF

TRADITIONAL STORE MARKETING AND OTHER DIRECT MARKETING MODES

(DEIGHTON,

RELATION TO THIS, BUSINESS OWNERS EMPLOY VARIOUS TACTICS TO FOR ONLINE

ENCOURAGE AND ATTRACT CONSUMERS SUCH AS CREATING AN ENTERTAINING

PHYSICAL ENVIRONMENT.

THIS IS SOMETHING THAT MAKES IT DIFFICULT MARKETER TO PROVIDE (R ASMUSSON , 1999; T HOMPSON , 1998).

IS THE MAIN CONTENTION OF THIS STUDY TO SHOW THE ADVANTAGE OF HAVING A WEBSITE THAT PROMOTES AND ADVERTISE AN EDUCATIONAL INSTITUTION IN CONTRAST THOSE WHO HAS NOT AVAIL OF

IT

THIS MARKETING MECHANISM. IN ADDITION, THE PROPONENTS OF THIS STUDY WISHES TO IDENTIFY THE FACTORS THAT WOULD MOTIVATE THOSE WHO HAVE NO WEBSITE TO BE INCLINED IN AVAILING THIS MARKETING TOOL. HERE WE BASED OUR RESEARCH ENTITLED THE WEBSITE REQUIREMENT OF DIFFERENT PRIVATE SCHOOLS.

Conceptual Framework
Commitment Level Behavioral Activity

Satisfaction

Motivation

Reward & Cost

DIAGRAM 1: RUSBULT & FARRELL INVESTMENT MODEL

THE PROPONENTS OF THIS STUDY ILLUSTRATE THE COURSE OF THE STUDY THROUGH THIS CONCEPTUAL FRAMEWORK. I T IS THE PERCEPTION OF THE RESEARCHERS THAT
PRIVATE SCHOOL OWNERS ARE COMMITTED IN THE PURSUIT OF MARKETING THEIR BUSINESS TO INCREASE PROFITABILITY.

IN LIEU WITH THIS PRIVATE SCHOOL OWNERS HAVE TURNED TO THE USE OF THE INTERNET TO
MARKET THEIR BUSINESS BY PUTTING UP A PRIVATE WEBSITE THAT WOULD PROMOTE THE SCHOOL.

THE PROPONENTS OF THIS STUDY WILL TEST RUSBULTS (1980) INVESTMENT

MODEL.

THIS MODEL OF SATISFACTION WITH COMMITMENT TO A WIDE VARIETY OF RELATIONSHIPS SHALL BE THE FOCAL POINT OF THE STUDY. I N THIS CASE THE PROPONENTS
ADAPT THIS THEORY BASE ON THE CRITERIA THAT MERCHANDISERS PRACTICE IN THEIR BUSINESSES . THIS MODEL HAS BEEN TESTED EFFECTIVE IN PREDICTING EMPLOYEE TURNOVER BEHAVIOR (R USBULT & FARRELL , 1983). G IVEN THE SUCCESS RATE OF THIS MODEL, THIS

STUDY EXAMINES THE INVESTMENT MODEL' S UTILITY IN THE AREA OF MERCHANDISER BEHAVIOR.

TWO PREDICTIONS

DERIVED FROM THE INVESTMENT MODEL HAVE RECEIVED THE

MOST ATTENTION TO DATE

(RUSBULT & FARRELL, 1983):

1) T HE IMMEDIATE PRECURSOR OF BEHAVIORAL ACTIVITY IS COMMITMENT TO PERFORM THE ACTIVITY ( I.E., COMMITMENT--> BEHAVIOR); AND 2) COMMITMENT IS INFLUENCED BY TWO ANTECEDENTS, SATISFACTION AND MOTIVATION ( A VARIANT OF THIS PREDICTION INVOLVES USING SATISFACTION AND MOTIVATION WITH THE HELP OF TWO OTHER VARIABLES , REWARDS AND COSTS, WHICH THE MODEL TREATS AS ANTECEDENTS OF SATISFACTION ). RUSBULT & FARRELL (1983) STATES THE COMMITMENT OF BUSINESS OWNER IN A SPECIFIC ACTIVITY. I N THIS CASE PRIVATE SCHOOL OWNERS SEEK SATISFACTION IN HAVING A WEBSITE .
BY

THE INVESTMENT MODEL INTRODUCED

Operational Framework
Private schools in selected cities and municipalities in Laguna and Cavite

Factors that affect the decision making of the school owner in having a school website.

Private Schools w/ Websites

Private Schools w/o Websites

Satisfaction

Motivation

Reward
Cost

Reward
Cost

DIAGRAM 2: EFFECT OF WEBSITE TO PRIVATE SCHOOL OWNERS THE PROPONENTS OF THIS STUDY WILL FOCUS IN THE PRIVATE SCHOOLS IN SELECTED CITIES AND MUNICIPALITIES IN LAGUNA AND CAVITE. AS BASED TO THE INVESTMENT MODEL, THESE SCHOOL OWNERS WOULD BE SEEKING FOR FACTORS WHICH WILL MOTIVATE THEM THAT CAUSE THE SATISFACTION OF SCHOOL OWNERS WITH WEBSITE. THE PRIVATE SCHOOLS THAT HAVE AN EXISTING WEBSITE SATISFY TO THE REWARD / ADVANTAGES WHAT A WEBSITE CAN PROVIDE. IN THE PART OF PRIVATE SCHOOLS DOESNT HAVE THEIR OWN WEBSITE, THEYRE MOTIVATED BY THE SATISFACTION CAN PROVIDE OF HAVING A WEBSITE. THIS WILL BE RESULTING TWO PRECIPITATING FACTORS THE REWARD AND COST. REWARD IS MEASURED BY AN INCREASE IN ENROLMENT TURN-OVER WHILE COST IS GAUGED BY A DECREASE IN ADVERTISEMENT AND PROMOTIONAL EXPENDITURES.

STATEMENT OF THE PROBLEM

THE PROPONENTS PROPOSED A STUDY ON WEBSITE REQUIREMENTS OF THE DIFFERENT PRIVATE SCHOOLS. R ELATIVE TO THIS SUBJECT, THE RESEARCHERS OF THIS STUDY ARE FACED WITH THE FOLLOWING PROBLEMS , WHICH WILL BE ADDRESSED THROUGH EXTENSIVE RESEARCH AND ANALYSIS : 1.H OW MANY PRIVATE SCHOOLS IN SELECTED CITIES AND MUNICIPALITIES OF LAGUNA AND CAVITE DONT HAVE THEIR OWN SCHOOL WEBSITE? HOW MANY HAS EXISTING WEBSITE? 2. WHAT ARE THE ADVANTAGES OF HAVING A WEBSITE TO THE PRIVATE SCHOOLS THAT HAS EXISTING WEBSITE IN SELECTED CITIES AND MUNICIPALITIES IN LAGUNA AND C AVITE ? 3.D O THE PRIVATE SCHOOLS THAT HAVE NO EXISTING WEBSITE THINKS IF THERE ARE ADVANTAGES IN HAVING A SCHOOL WEBSITE ? 4.WHAT ARE THE REASONS OF THE PRIVATE SCHOOLS HAVING A WEBSITE? 5.WHAT ARE THE FACTORS IN HAVING A SCHOOL WEBSITE FOR THE NON WEBSITE SCHOOL? 6.FOR THOSE PRIVATE SCHOOLS DO THEY THINK ACQUIRING A WEBSITE TO THEIR SCHOOL CAN MAKE THEIR PROFITABILITY HIGH? 7.WHAT ARE THE PROBLEM AND CONCERNS OF PRIVATE SCHOOLS THAT HAS NO EXISTING SCHOOL WEBSITE ? H OW ABOUT SCHOOLS THAT HAS EXISTING WEBSITE ?

SCOPE AND DELIMITATION OF THE STUDY

TO FACILITATE A BETTER UNDERSTANDING AND A MORE THOROUGH DISCUSSION OF THE SUBJECT, THE PROPONENTS OF THE STUDY DECIDED TO
CONFINE THEIR RESEARCH TO DIFFERENT PRIVATE SCHOOLS IN SELECTED CITIES AND

MUNICIPALITIES IN LAGUNA AND

CAVITE. SPECIFICALLY, THE PROPONENTS WILL INCLUDE THE PRIVATE SCHOOLS IN SAN PEDRO, BINAN, AND STA. R OSA FOR LAGUNA AREA AND CARMONA, DASMARINAS, AND TAGAYTAY FOR CAVITE AREA.
THE RESPONDENTS FOR THIS STUDY WERE KEY DECISION MAKERS
ASSIGNED FOR MARKETING AND PROMOTIONAL CAMPAIGN OF SELECTED PRIVATE SCHOOLS.

THE PROPONENTS WOULD LIKE TO KNOW WHAT FACTORS MOTIVATE A

SCHOOL TO PUT UP THEIR OWN WEBSITE ONLINE AND WHAT ADVANTAGES DOES HAVING A WEBSITE HAVE ON THIS TYPES OF BUSINESS.

THE STUDY FOCUSES ON TWO (2) VARIABLES REWARD AND COST. GOVERNING
THESE VARIABLES IS THE INDIVIDUAL PROFILE OF THE PARTICIPATING SCHOOLS WHICH INCLUDES (1) THE TYPE OF SCHOOL , (2) STUDENT SIZE , AND (3) YEARS IN THE FIELD OF EDUCATION . T HESE VARIABLES WHERE CHOSEN BECAUSE OF THEIR RELEVANCE IN TERMS OF THE DECISION THAT SCHOOL OWNERS HAVE PERTINENT TO THE STUDY.

THE PROPONENTS OF THIS STUDY WERE ABLE TO GATHER SEVENTY PRIVATE SCHOOLS WITHIN THE SELECTED AREAS IN LAGUNA AND C AVITE THROUGH RANDOM SAMPLING . A 0.10 MARGIN OF ERROR WAS APPLIED IN ORDER TO ACHIEVE 90% ACCURACY IN THE RESULT.

THIS STUDY WILL MEASURE THE COMMITMENT OF A PRIVATE SCHOOL OWNER WHO
HAS NO EXISTING WEBSITE AND THE PRIVATE SCHOOL OWNERS WHO HAS AN EXISTING WEBSITES . THE PROPONENT OF THE STUDY WILL MAKE USE OF A SELF-CONSTRUCTED SURVEY QUESTIONNAIRE . T HE SAID QUESTIONNAIRE WILL BE DIVIDED INTO THREE (3) PARTS . T HE

FIRST PART IS ASSIGNED FOR DEMOGRAPHIC PROFILING . T HIS WILL CLASSIFY THE RESPONDENTS ACCORDING TO THE TYPE OF SCHOOL , STUDENT SIZE , AND THE YEARS IN THE FIELD OF EDUCATION.

THE SECOND PART SHALL CONSIST OF THREE (3) OPEN ENDED QUESTIONS WHICH
DISCUSSES ABOUT THE OWNERS PERCEPTION IN RELATION TO THE EFFECTS OF HAVING A WEBSITE .

ACTUAL QUESTIONS ARE SHOWN IN APPENDIX C. THE THIRD PART OF THE QUESTIONNAIRE ALL DIRECTED TOWARDS THE EFFECTS OF

WEBSITE TO THEIR BUSINESS IN TERMS OF VOLUME OF ENROLLEES AND THE COST OF ADVERTISEMENT AND PROMOTIONAL EXPENDITURES . T HE DISCUSSIONS WERE FOCUSED ON THE PROBLEMS THEY VE EXPERIENCE AS PRIVATE SCHOOL OWNERS , AS WELL AS THE BENEFITS , IF ANY, THEY VE GAIN GIVEN THE COMPETITION THEY SHARE WITH ONLINE T HIS WILL BE COMPOSED OF 6 STATEMENTS OF PROBLEMS AND CONCERNS AND 6 STATEMENTS OF BENEFITS . A CTUAL STATEMENTS ARE SHOWN IN A PPENDIX C. T HE SECOND PART WILL FOLLOW A LIKERT SCALE FORMAT. I T WILL USE THREE (3) SCALES AS GAUGE .T HE EXTREMES FOR THE SCALES WERE LABELLED N O P ROBLEM OR N O B ENEFIT AND MAJOR P ROBLEM OR MAJOR B ENEFIT AND MINOR P ROBLEM AND MINOR B ENEFIT.

FURTHERMORE, IT SHOULD BE KNOWN THAT THE OPINIONS, EXPLANATION AND CONCEPTS EMBODIED IN THE SUCCEEDING PAGES ARE BASED ON THE RESEARCHERS COURSE OF STUDY AND ON THE AVAILABILITY OF DATA AND INFORMATION NEEDED IN THE STUDY.

SIGNIFICANCE

OF THE

STUDY

THIS STUDY IS CONCERNED IN IDENTIFYING THE ADVANTAGES OF WEBSITES TO PRIVATE SCHOOLS IN SELECTED CITIES AND MUNICIPALITIES IN LAGUNA AND CAVITE AND THE FACTORS THAT MOTIVATES PRIVATE SCHOOLS WITHOUT WEBSITE TO PUT UP ONE. THIS STUDY WILL ADDRESS THE FOLLOWING GROUPS WHO ARE TO BENEFIT FROM THE COURSE OF THIS STUDY: FOR THE PRIVATE SCHOOLS OWNERS OR OPERATORS, THIS STUDY WILL BE
ABLE TO GENERATE STRATEGIC CONCEPTS WHICH THEY MAY USE TO PROMOTE THEIR BUSINESS .

THE RESULT OF THIS STUDY WILL HOPE TO PLOT THE TREND THAT

WEBSITES HAS ESTABLISHED TO LOCAL CONSUMER WHICH THE BUSINESS OWNERS CAN UTILIZE TO THEIR ADVANTAGE .

FOR THE CONSUMERS, IN THIS CASE PROSPECTIVE

CONVENIENT WAY.

ENROLLEES AND THEIR

PARENTS , THIS STUDY WOULD SERVE AS AN AVENUE TO SEE THE MARGINAL DIFFERENCE BETWEEN SCHOOLS THROUGH THE CONVENTIONAL WAY VERSUS THE

FOR MARKETING STUDENTS, THIS STUDY MAY HELP DEVELOP BETTER UNDERSTANDING OF THE ABSTRACT CONCEPTS AND IDEAS IN MARKETING R ESEARCH ALSO IN STUDYING OF WEBSITE AND ITS RELATION TO MARKETING , RELATE THEM IN
EVERYDAY SENSE OF INTEREST FOR GREATER KNOWLEDGE AND SKILLS ACHIEVEMENT AND RIGHT ATTITUDE AS THEY PREPARE FOR HIGHER LEARNING IN MARKETING .

FOR MARKETING PROFESSORS, THIS FINDING OF THIS STUDY MAY

LIKEWISE MOTIVATE AND CHALLENGE THEM IN THEIR DETERMINATION TO HELP MAJORITY OF THE MARKETING STUDENTS , WHO EXPERIENCE LEARNING BLOCK IN

MARKETING RESEARCH PRIMARILY DUE TO LESS EFFECTIVE IN TEACHING MARKETING

CONCEPT, WITH THE USE OF VARIOUS TEACHING STRATEGIES , STUDENTS MAY DEVELOP A DEEPER UNDERSTANDING OF THE CONCEPTS AND PROCESS OF MARKETING RESEARCH THAT WILL CONSEQUENTLY LEAD TO HIGHER ACHIEVEMENT.

FOR FUTURE RESEARCHER, IT IS THE HOPE OF THIS PAPER TO

PROVIDE ADDITIONAL RESOURCE AND REFERENCE FOR FUTURE RESEARCH WHO WOULD CONDUCT A STUDY OF SIMILAR FIELD AS THE ONE PURSUED BY THIS PAPER.

FURTHERMORE, THIS STUDY WAS CONDUCTED ON THE

GROUNDS THAT IT AIMS TO PROVIDE AN AVENUE THAT IDENTIFIES THE EFFECTS OF WEBSITE TO PRIVATE SCHOOLS IN SELECTED CITIES AND MUNICIPALITIES OF LAGUNA AND

CAVITE. THUS SIMPLY POINTING OUT

THAT COMPETITION MAY EXISTING IN A LESS VISIBLE PLAYING FIELD SUCH AS THE INTERNET AND THE IMPLICATIONS THAT THIS CONCEPT HAS TO THOSE IN THE OPEN FIELD MAY OR MAY NOT BE SIGNIFICANT.

Definition of Terms
The following terms are defined operationally/conceptually for the better understanding in the study:
BASIC EDUCATION. ITS A ELEMENTARY AND SECONDARY CURRICULUM PROGRAM. MARKETING STRATEGY. PERTAINS TO THE BUSINESSES EMPLOYMENT OF TECHNIQUES
RELATING TO PROMOTING THEIR BUSINESS OR HANDLING THE DAILY OPERATION OF THE STORE.

MOTIVATION. THE DRIVING FORCE BY WHICH HUMANS ACHIEVE THEIR GOAL PRIVATE SCHOOL. KNOWN AS INDEPENDENT SCHOOLS OR NONSTATE SCHOOLS, NOT ADMINISTERED BY LOCAL, STATE OR NATIONAL GOVERNMENT; THUS, RETAINING THE RIGHT TO SELECT STUDENTS AND ARE FUNDED IN WHOLE OR IN PART BY CHARGING TUITION,
RATHER THAN RELYING ON MANDATORY TAXATION THROUGH PUBLIC FUNDING SATISFACTION. MEASURE OF HOW PRODUCTS AND SERVICES SUPPLIED BY A COMPANY MEET OR SURPASS CUSTOMER EXPECTATION

WEBSITE. A COLLECTION OF RELATED WEB PAGES CONTAINING IMAGES, VIDEOS AND

OTHER DIGITAL ASSETS

CHAPTER 2 REVIEW O F RELATED LITERATURE

CONCEPTUAL LITERATURE
A UNIQUE CHARACTERISTIC OF ONLINE ADVERTISEMENT IS THAT THEY ALLOW FOR THE IMPLEMENTATION OF VERY HIGH DEGREES OF INTERACTIVITY. T HE LATTER IS A MULTIDIMENSIONAL CONSTRUCT, THE KEY FACETS OF WHICH INCLUDE RECIPROCITY IN THE EXCHANGE OF INFORMATION , AVAILABILITY OF INFORMATION ON DEMAND , RESPONSE CONTINGENCY, CUSTOMIZATION OF CONTENT, AND REAL - TIME FEEDBACK (A LBA ET AL. 1997, A RIELY 2000, Z ACK 1993). I N THE CONTEXT OF COMPUTER MEDIATED COMMUNICATION , A DISTINCTION HAS BEEN MADE BETWEEN PERSON INTERACTIVITY AND MACHINE INTERACTIVITY. W HILE THE FORMER DESCRIBES THE ABILITY TO COMMUNICATE WITH OTHER INDIVIDUALS , THE LATTER REFERS TO THE ABILITY TO INTERACTIVELY ACCESS INFORMATION IN AN ONLINE DATABASE (H OFFMAN AND N OVAK 1996, P. 53). G IVEN OUR CONCEPTUALIZATION OF SHOPPING IN ONLINE ENVIRONMENTS , THE CONCEPT OF MACHINE INTERACTIVITY IS OF PARTICULAR INTEREST. T HE PRIME PURPOSE OF ANY WEBSITE IS TO PROVIDE INFORMATION. H AVING A SCHOOL WEBSITE WILL ENABLE YOU TO TELL THE WORLD THAT YOUR SCHOOL EXISTS , PROVIDE INFORMATION FOR EXISTING PUPILS AND PARENTS , OR PROMOTE THE SCHOOL TO PROSPECTIVE ONES . (S ALFORD, 2003)T HE WEBSITE CAN BE USED TO SHOWCASE EXAMPLES OF PUPILS ' WORK - IN WORDS, PICTURES , SOUND OR MOVIE CLIPS - AND CAN SHARE RESOURCES FOR TEACHING AND LEARNING BOTH WITHIN THE SCHOOL AND WITH COLLEAGUES ELSEWHERE .

T HERE' S A LOT TO GAIN FOR SCHOOLS HAVING THEIR OWN SCHOOL WEBSITES . W ITH A MINIMAL INVESTMENT, A SCHOOL WEBSITE PROVIDES ADVANTAGES TO THE SCHOOL .( B ETTMAN ET AL. 1990, J OHNSON AND PAYNE 1985) I T CAN BE POTENT PROMOTIONAL TOOL OF THE SCHOOL' S SERVICES AND FACILITIES . W EBSITES COULD TAKE THE PLACE OF MORE COSTLY TRADITIONAL BILLBOARDS AND FLYERS . F URTHER , WITH WEBSITES THE WORLD, RATHER THAN THE LOCALITY, IS YOUR AUDIENCE . I T CAN EVEN ADD CREDIBILITY AND BUILD POSITIVE IMAGE OF SCHOOLS ESPECIALLY IT IS WELL DESIGNED , HAS QUALITY CONTENT AND PERIODICALLY UPDATED . O THER THAN THAT IT SERVE AS AN ONLINE SCHOOL DATABASE . T HE SCHOOL CAN UPLOAD A BUNCH OF INFORMATION ABOUT THE SCHOOL INTO THE WEBSITE . T HIS CAN SERVE AS AN ONLINE FILING CABINET WHICH IS MORE EFFICIENT COMPARED TO OUR TRADITIONAL FILING SYSTEM.( K ASPER 1996). WITH THE SEARCH BUTTON IN YOUR WEBSITE , YOUR READER CAN READILY ACCESS THE DATA UPLOADED IN YOUR WEBSITE . A LSO VIRTUAL OFFICE WHICH IS OPEN 24 HOURS A DAY SEVEN DAYS A WEEK . T HIS SAVES MONEY AND TIME WHICH COULD BE USED TO OTHER INVESTMENT PRIORITIES OF THE SCHOOLS . I T CAN ALSO VENUE FOR IMPLEMENTING A FEEDBACK MECHANISM . B ECAUSE IT IS VERY CONVENIENT TO USE THE I NTERNET, VISITORS COULD EASILY POST FEEDBACK ON SCHOOL SERVICES AND OTHER RELATED ISSUES WHICH THEY WOULD NOT BOTHER WITH TELEPHONES AND LETTERS . W ITH THE INTERACTIVE FEATURE OF YOUR WEBSITE , YOU CAN READILY RESPOND TO THE QUERIES AND ISSUES . I TS HANDS - ON
LEARNING TOOL FOR STUDENTS AND FACULTY ESPECIALLY SO IF THE SCHOOL OFFERS INFORMATION TECHNOLOGY RELATED COURSES .

C ONCLUDED THAT SEVERAL DEMOGRAPHIC VARIABLES SUCH AS SCHOOL TYPE AND HOW MANY STUDENTS HAVE A MODEST IMPACT ON THE DECISION OF WHETHER TO HAVE WEBSITE (B ELLMAN ET AL). M ORE RECENT RESEARCH HAS REVEALED THAT THERE ARE PROFIT EFFECTS REGARDING ATTITUDES TOWARDS HAVING WEBSITE . F OR EXAMPLE , VAN S LYKE , C OMUNALE AND B ELANGER (2002) FOUND THAT MEN EXPRESSED GREATER INTENTION ON THE I NTERNET THAN WOMEN. T HEY ALSO FOUND HIGHER SEARCHING INTENTIONS FOR THOSE WITH MORE COMPUTER AND I NTERNET EXPERIENCE . I N ANOTHER STUDY OF HAVING A WEBSITE , A LRECK (2002) FOUND THAT WOMENS ATTITUDES TOWARDS I NTERNET WERE LESS FAVORABLE THAN MENS ATTITUDES BUT THAT WOMEN HAVE MORE FAVORABLE ATTITUDES TOWARDS OTHER CHANNELS SUCH AS CATALOG AND OTHER SCHOOL ADVERTISING .
F OR MARKETING SCHOLARS , THE RESEARCH PRESENTED HERE DEMONSTRATES THE
USEFULNESS OF UNDERSTANDING THE IMPORTANCE OF WEBSITE IN THE CONTEXT OF THE SPECIFIC TYPE OF SERVICE . O NE IMPLICATION IS THAT THE CONSTRUCT OF WEBSITE CONVENIENCE MAY NEED TO BE FURTHER REFINED . F OR EXAMPLE , FOR NEGATIVE COMMENT IN THE WEBSITE , THE CONVENIENCE OF THE INTERNET AS AN INFORMATION SOURCE MAY BE SIGNIFICANTLY MORE IMPORTANT TO CONSUMERS THAN ITS CONVENIENCE . I T SEEMS LIKELY THAT A COMPOUND MODEL THAT COMBINES BOTH SCHOOL CHARACTERISTICS AND WEBSITE ATTRIBUTES WOULD BE MOST SUCCESSFUL . S UCH A MODEL PRESENTS A GOOD OPPORTUNITY FOR ADDITIONAL RESEARCH .

W ITHIN THE WAKE OF ONLINE ADVERTISEMENT EXPONENTIAL GROWTH, MANY ADVANTAGES

AND SOME PERCEIVED DISADVANTAGES OF WEBSITE AS COMPARED TO TRADITIONAL ADVERTISEMENT HAVE BECOME APPARENT.

AMONG THE ADVANTAGES ARE RAPID AND EXTENSIVE DISPLAY OF INFORMATION, AND EASE OF COMPARISON BETWEEN THE ATTRIBUTES OF DIFFERENT WEBSITE . O N THE OTHER HAND, LACK OF PERSONAL SERVICE , INABILITY TO INSPECT OR HANDLE THE WEBSITE ,
AND CONCERN ABOUT DELIVERY AND EXCHANGE PROCESSES INCLUDING GIVING OUT PERSONAL INFORMATION OVER THE I NTERNET HAVE BEEN REALIZED AS PERCEIVED

DISADVANTAGES . W E PROPOSE THAT THE RELATIVE ADVANTAGES AND DISADVANTAGES OF WEBSITE AND TRADITIONAL WILL PLAY OUT DIFFERENTLY FOR DIFFERENT TYPES OF WEBSITE , AT LEAST IN THE MIND OF THE CONSUMER .

THE RELATIVE SALIENCE OF SUCH FAVORABLE AND UNFAVORABLE FEATURES WHEN

COMPARING ONLINE AND OFFLINE MARKETING OPTIONS UNDOUBTEDLY VARIES ACROSS PRODUCTS , CONSUMERS , AND SITUATIONS . T HEY DEFINE SEARCH GOODS AS THOSE FOR WHICH FULL INFORMATION ON DOMINANT ATTRIBUTES CAN BE KNOWN PRIOR TO PURCHASE (E.G., BOOKS) AND EXPERIENCE GOODS AS THOSE FOR WHICH DIRECT EXPERIENCE IS NECESSARY ( E. G., PERFUME ). T HEY FIND THAT HAVING A WEBSITE INTENTION IS HIGHER FOR SEARCH SERVICE THAN FOR EXPERIENCE SERVICE .

SYNTHESIS
T HERE ARE, OF COURSE, OTHER STRATEGIES BEYOND HAVING SCHOOL WEBSITE ALLIANCES
THAT CAN CAPITALIZE ON THE PERCEIVED ADVANTAGES WHILE OVERCOMING THE PERCEIVED DISADVANTAGES IN THESE SERVICES . O NE EXAMPLE INVOLVES THE SCHOOL INTEGRATION OF ONLINE AND OFFLINE SERVICES . U SING VARIOUS TECHNOLOGICAL PLATFORMS , SCHOOLS ARE PROVIDING ACCESS TO ONLINE FUNCTIONS FOR BOTH CUSTOMERS AND EMPLOYEES ALIKE .

IN SUMMARY, THE PROPONENTS MAJOR MESSAGE IS THAT SOME FEATURES OF THE

SELECTION EXPERIENCE ARE SEEN TO BE BETTER ONLINE AND SOME ARE SEEN TO BE BETTER OFFLINE . F OR EXAMPLE , LARGE SELECTIONS AND QUICK ACCESS TO INFORMATION ARE PERCEIVED TO BE DESIRABLE FEATURES OF ONLINE SERVICE WHILE THE ABILITY TO FEEL SERVICE IS PERCEIVED TO BE DESIRABLE FEATURES OF TRADITIONAL APPROACH . I MPORTANTLY, HOWEVER , THESE FEATURES TAKE ON DIFFERENT SIGNIFICANCE FOR DIFFERENT SERVICE . O UR MODEL OF CONSUMER PREFERENCES FOR ONLINE AND TRADITIONAL APPROACH SOURCES FOCUSES ON ATTRIBUTE - LEVEL EVALUATIONS . TO THE EXTENT THAT A CONSUMER PERCEIVES THE MOST IMPORTANT FEATURES OF A SERVICE TO BE TO KNOW THE INFORMATION ONLINE , THAT CONSUMER WILL TURN TO ONLINE SEARCHES . C ONVERSELY, A CONSUMER WILL VISIT PHYSICALLY TO THE SCHOOL WHEN THE MOST IMPORTANT FEATURES OF THE SCHOOL ARE PERCEIVED TO BE BEST SERVED BY TRADITIONAL APPROACH . H OWEVER , SUCH PERCEPTIONS MAY CHANGE , IF, FOR EXAMPLE , ONLINE SERVICES COULD GUARANTEE HASSLE - FREE EXCHANGES .

CHAPTER 3 METHODOLOGY

RESEARCH DESIGN
THE DESCRIPTIVE METHOD OF RESEARCH WILL BE USED IN THIS STUDY. THE DESCRIPTIVE METHOD OF RESEARCH IS A FACT-FINDING STUDY WITH ADEQUATE AND ACCURATE INTERPRETATION OF THE FINDINGS. I T DESCRIBES WITH EMPHASIS WHAT ACTUALLY EXIST SUCH AS CURRENT CONDITIONS , PRACTICES , SITUATIONS OR ANY PHENOMENA . T HE AIM OF DESCRIPTIVE RESEARCH IS TO VERIFY FORMULATED HYPOTHESES THAT REFER TO THE PRESENT SITUATION IN ORDER TO ELUCIDATE IT. SINCE THE PRESENT STUDY IS CONCERNED WITH THE EFFECTS OF WEBSITES TO PRIVATE SCHOOLS, THE DESCRIPTIVE METHOD OF RESEARCH WAS THE MOST APPROPRIATE METHOD TO USE.

Population and Sampling Plan

THE PROPONENTS OF THIS STUDY WANTED TO FOCUS THEIR ATTENTION ON THE
ADVANTAGES AND THE EFFECTS OF HAVING A WEBSITE TO PRIVATE SCHOOLS IN SELECTED CITIES AND MUNICIPALITIES OF LAGUNA AND CAVITE.

THE PROPONENTS OF THIS STUDY WILL GATHER SEVENTY (70) PRIVATE SCHOOLS WITHIN THE SELECTED AREAS IN LAGUNA AND CAVITE THROUGH RANDOM SAMPLING. A 0.10 MARGIN OF ERROR WAS APPLIED IN ORDER TO ACHIEVE 90% ACCURACY IN THE RESULT. STRATIFIED RANDOM
SAMPLING WILL BE EMPLOYED WHEREBY THE RESPONDENTS WERE RANDOMLY SELECTED BUT HAS TO MEET THE CRITERIA SET FORTH BY THE PROPONENTS OF THIS STUDY IN TERMS OF BEING THE KEY DECISION MAKER OF PRIVATE SCHOOLS FROM SAN PEDRO, BINAN, AND STA. ROSA FOR LAGUNA AREA

AND CARMONA, DASMARINAS, AND TAGAYTAY FOR CAVITE AREA.

RESPONDENTS OF THE STUDY

THE RESPONDENTS FOR THIS STUDY WERE KEY DECISION
MAKERS ASSIGNED FOR MARKETING AND PROMOTIONAL CAMPAIGN OF

SELECTED PRIVATE SCHOOLS. THE PROPONENTS WOULD LIKE TO KNOW WHAT FACTORS MOTIVATE A SCHOOL TO PUT UP THEIR OWN WEBSITE ONLINE AND WHAT ADVANTAGES DOES HAVING A WEBSITE HAVE ON THIS TYPES OF BUSINESS.

THESE RESPONDENTS WILL BE COMING FROM THE SELECTED PRIVATE SCHOOLS IN LAGUNA AND CAVITE AREA. SPECIFICALLY, THE PROPONENTS HAVE IDENTIFIED SAN PEDRO, BINAN, AND STA. ROSA FOR LAGUNA AREA AND CARMONA, DASMARINAS, AND TAGAYTAY FOR CAVITE AREA RESPECTIVELY.

RESEARCH INSTRUMENTS
THIS STUDY WILL MEASURE THE COMMITMENT OF A PRIVATE SCHOOL
OWNER WHO HAS NO EXISTING WEBSITE AND THE PRIVATE SCHOOL OWNERS WHO HAS AN EXISTING WEBSITES

THE PROPONENT OF THE STUDY WILL MAKE USE OF A SELF-CONSTRUCTED SURVEY QUESTIONNAIRE . T HE SAID QUESTIONNAIRE WILL BE DIVIDED INTO THREE (3) PARTS. THE FIRST PART IS ASSIGNED FOR DEMOGRAPHIC PROFILING. THIS WILL CLASSIFY THE RESPONDENTS ACCORDING TO THE TYPE OF SCHOOL , STUDENT SIZE, AND THE YEARS IN THE FIELD OF EDUCATION . T HIS PART WOULD ALSO IDENTIFY THE ESTABLISHMENT AND THEIR WEBSITE REQUIREMENT. THE SECOND PART SHALL CONSIST OF THREE (3) OPEN ENDED QUESTIONS
WHICH DISCUSSES ABOUT THE OWNERS PERCEPTION IN RELATION TO THE EFFECTS OF HAVING A WEBSITE . ACTUAL QUESTIONS ARE SHOWN IN APPENDIX

C.

T HE THIRD PART OF THE QUESTIONNAIRE ALL DIRECTED TOWARDS THE EFFECTS OF WEBSITE
TO THEIR BUSINESS IN TERMS OF VOLUME OF ENROLLEES AND THE COST OF ADVERTISEMENT AND PROMOTIONAL EXPENDITURES . T HE DISCUSSIONS WERE FOCUSED ON THE PROBLEMS THEY VE EXPERIENCE AS PRIVATE SCHOOL OWNERS , AS WELL AS THE BENEFITS , IF ANY, THEY VE GAIN GIVEN THE COMPETITION THEY SHARE WITH ONLINE T HIS WILL BE COMPOSED OF 6 STATEMENTS OF PROBLEMS AND CONCERNS AND 6 STATEMENTS OF BENEFITS . A CTUAL STATEMENTS ARE SHOWN IN A PPENDIX C. T HE SECOND PART WILL FOLLOW A L IKERT SCALE FORMAT. IT WILL USE THREE (3) SCALES AS A GAUGE .T HE EXTREMES FOR THE SCALES WERE LABELED N O P ROBLEM OR N O B ENEFIT AND M AJOR P ROBLEM OR M AJOR B ENEFIT AND M INOR P ROBLEM AND M INOR B ENEFIT.

F OR THE LIST OF PROBLEMS AND CONCERNS , RESPONDENTS ARE INSTRUCTED AS FOLLOWS : S OME FACTORS THAT MAY BE SEEN AS A CONCERN OR PROBLEM RELATING TO RUNNING A PRIVATE SCHOOL IN RELATION TO HAVING A WEBSITE ARE LISTED BELOW. P LEASE ENCIRCLE THE ANSWER FOR
EACH ITEM TO SHOW HOW MUCH OF A CERTAIN FACTOR IS FOR PRIVATE SCHOOL OWNERS A PROBLEM OR A CONCERN RELATIVE TO HAVING OR NOT HAVING A WEBSITE .

A ND FOR BENEFIT STATEMENTS : S OME FACTORS THAT MAY BE SEEN AS A BENEFIT RELATING TO RUNNING A PRIVATE SCHOOL IN RELATION TO HAVING A WEBSITE ARE LISTED BELOW. P LEASE ENCIRCLE THE ANSWER FOR EACH ITEM TO SHOW HOW MUCH OF A CERTAIN FACTOR IS FOR PRIVATE SCHOOL OWNERS , AN ADVANTAGE RELATIVE TO HAVING OR NOT HAVING A WEBSITE .

DATA GATHERING PROCEDURE THE PROPONENTS OF THIS STUDY WOULD CONDUCT A SURVEY SEVENTY (70) PRIVATE SCHOOL WITHIN THE SELECTED AREAS IN LAGUNA AND C AVITE . T HESE RESPONDENTS WILL BE COMING FROM SELECTED PRIVATE SCHOOLS FROM THE SAID LOCALITY. S PECIFICALLY,
THE PROPONENTS WILL IDENTIFY THE KEY DECISION MAKERS OF THE SAID INSTITUTIONS IN REFERENCE TO THE ADVERTISING AND PROMOTIONAL CAMPAIGN OF THE SCHOOL .

THE RESPONDENTS WILL THEN CAST THEIR DECISIONS IN FORM OF A QUESTIONNAIRE WHICH
CARRIES QUESTIONS RELATED THE EFFECTS AND THE FACTORS AFFECTING THE SCHOOLS IN TERMS OF HAVING A WEBSITE .

AFTER COLLECTING ALL THE QUESTIONNAIRES , THE PROPONENTS OF THE STUDY WILL THEN TALLY THE RESULTS . A ND A GENERAL ANALYSIS OF THE RESULTS WILL BE
ENUMERATED FROM WHICH THE PROPONENTS WILL BE DERIVING THEIR CONCLUSION AND RECOMMENDATION .

STATISTICAL TREATMENT The proponents of the study computed for the percentage and weighted mean. All computations are pertinent in proving the validity and reliability of the study. Frequency Frequency refers to the number of times a certain characteristic or number appears in a given situation. = + + +

Percentage (%) Percentage is a way of expressing a number as a fraction of 100. It is used to express how large/small one quantity is, relative to another quantity.

%=

Weighted Mean Weighted mean, also similar to arithmetic mean, where instead of each of the data points contributing equally to the final average, some data points contribute more than others. The notion of weighted mean plays a role in descriptive statistics and also occurs in a more general form in several other areas of mathematics.

W=

x N

CHAPTER 4 PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

Demographic Profiles of the Respondent

The profile of the respondents is looked upon the school type, number of their student, and length of stay of the school. Table 1.1 School Type
School Type
College Primary & Secondary TOTAL Respondents

Frequency
18 52 70

Percentages
25.7% 74.3% 100%

SHOWN IN TABLE 1.1, 18 OR 25.7% AMONG PRIVATE SCHOOLS RESPONDENTS ARE COLLEGE TYPE AND 52 OR 74.3% AMONG PRIVATE SCHOOLS RESPONDENTS ARE IN PRIMARY AND SECONDARY SCHOOLS. THUS, PRIVATE SCHOOLS RESPONDENTS COMPRISES MOSTLY OF PRIMARY AND SECONDARY SCHOOLS.

AS

Table 1.2: School Type

School Type Co-Ed Exclusive Frequency 70 0 Percentages 100% 0% 100%

TOTAL: Respondent 70

AS

SHOWN IN TABLE

1.2, 70

OR

100%

AMONG

PRIVATE

SCHOOLS

PRIVATE SCHOOLS RESPONDENTS ARE IN EXCLUSIVE SCHOOLS SCHOOLS. THUS, PRIVATE SCHOOLS RESPONDENTS COMPRISES MOSTLY OF CO-ED SCHOOL.
RESPONDENTS ARE TYPE AND THERE NO RESPONDENT AMONG

COLLEGE

Table 2: Student Size

Student Size Below 1,000 Frequency 23 Percentage 32.9%

1,001 2,000
Above 2,000 TOTAL: Respondent

28
19 70

40%
27.1% 100%

As shown in Table 2 23 or 32.9% among Private Schools respondents have a student size of below 1,000, 280or 40% among Private Schools respondents have a student size of 1,001 up to 2,000. And 19 or 27.1% among Private Schools respondents have a student size of 2,000 and above. Thus, Private Schools respondents mostly have a student size is 1,001 up to 2,000 students.

Table 3: Numbers of years in business

Years in Business 10 15 years 16 - 20 years 20 years above TOTAL: Respondent Frequency 16 30 24 70 Percentages 22.9% 42.9% 34.2% 100%

As shown in Table 3, 16 or 22.9% among Private Schools respondents have a 10 to 15 years in business, 30 or 42.9% among Private Schools respondents have a 16 up to 20 years in business And 24 or 34.2% among Private Schools respondents have a 20 years and above. Thus, Private Schools respondents mostly have a years in business is 20 years and above.

Table 4: Numbers of Private School that no existing website and has existing website.
Private Schools Frequency Percentages

Existing Website
No Existing Website TOTAL: Respondent

15
55 70

21.4%
78.6% 100%

As shown in Table 4, 15 or 21.4% among Private Schools respondents have an existing website, And 55 or 78.6% among Private Schools respondents doesnt have existing website. Thus, Private Schools respondents mostly have no existing website.

Perception of the Respondents

This part of the paper will provide the discussion and analysis of the perception of respondents based on the Likert scale (Chapter 3). Herein, it should be noted that the respondents or individuals connected with private schools were given a set of attitude statements through the survey-questionnaire so as to express their perception on whether they agree or disagree with the given statements through the use of three-point Likert scale. With this, 3 represent a strong agreement and 1 for strong disagreement. This will provide a greater understanding in the research itself. To analyze the private schools concern or problem in having a website.

Table 5: Factors Seen as Problem or Concern in having a School Website

Statements 1. Some of prospective 3 44 2 26 1 0 Weighted Mean 2.85 Strongly Interpretation

students would rather

inquire online first before going to the school of their choice.

Agree

2. Some customers
would complain that websites actually is less personal therefore the information are

57

13

2.76

Strongly
Agree

limited to what is
available online.

Statements 3. The cost of constantly maintaining a website is seen as a significant factor. 4. Websites requires frequently updating all data and information. 5. Some interface in websites are not user friendly. 6. Keeping a website requires keeping an IT

3 19

2 27

1 4

Weighted Mean 2.62

Interpretation Agree

48

22

2.81

Strongly Agree

26

44

Agree

51

19

Strongly Agree

personnel to constantly
update it.

The table above provide the distribution of the perception of respondents regarding the private schools concern or problem in having websites. In this regard, the respondents from private schools have revealed that strong agreement and agreement to the given statements. The respondents have strongly agreed that the factors that affect in having websites is the changing consumer behaviour, local issues, interest rates of the consumer. On the other hand, the respondents have agreed that some of prospective students would rather inquire online first before going to the school of their choice. To analyze some factors that may be seen as a benefit relating to running a private school in relation to having a website

Table 6 : Some factors that may be seen as a benefit relating to a private school having a website.
Statements 1. The use of website allowed the schools to change their strategic plan in advertising. 2. People are still inclined to physically go to the school to do their inquiries because it is more personalized. 3. Websites will actually 38 allow the school to highlight the achievements and the facilities of the school which is not often discussed during the course of a personal inquiry. 20 12 Agree 40 23 7 Agree 3 38 2 23 1 9 Weighted Mean Agree Interpretation

Statements 4. It helps school owners and administration to improve the management skills and the handling of business and transactions. 5. . Doing the actual and physical inquiry on the school helps administration to do more sales talk to encourage enrollees. 6. . Doing the actual and physical inquiry on the school helps administration t o do more sales talk to encourage enrollees.

3 55

2 15

1 0

Weighted

Interpretation Strongly Agree

Mean

45

20

Strongly Agree

42

28

Strongly Agree

The table above presents the distribution of the respondents on their perception with regards to the possible benefits of having website in private schools. Herein, it shows that majority of the respondents agreed on the given statements. The owners of different private school have strongly agreed their is benefit having a website. In addition, they also agreed that the websites will actually allow the school to highlight the achievements and the facilities of the school which is not often discussed during the course of a personal inquiry which it uses as advertisement. The strongly agreed that having a website can strengthen the position of a private school in negotiations with their perspective customer and reduce the costs of advertising. Through website, the owners strongly believed that their schools will be able to profit more since it can facilitate rapid and more customer and lastly, they believed that having a school website may also reduced the risk of misunderstanding and facilitated the more effective gathering of comparable and decision related data from all group entities. For the owners they strongly agreed that having a school website initiate new relationships with their customers.

CHAPTER V SUMMARY O F FINDING S, CO NCLUSIO N AND RECO MMENDATION

SUMMARY OF FINDINGS
The following are the view of data and the results obtained from the statistical treatment of the study:

Findings 1:

The study reveals only 21% of the schools who participated in

the study already have website. In fact out of the 70 schools who participated in the study 15 already have websites but only 8 of which have a fully operational and active website. The private school doesnt have an existing website reveals 79% or 55 of the respondent. As additional in this studies 55% or 30 out of 55 school interested and want to have their own website.

Findings 2:

According to the respondents an increase in exposure is equivalent to the increase in

enrolees translated to an increase in income. The respondents said that not only having a website increases profit, it is also lessens their expenditures for advertisements and promotional campaign.

Findings 3:

They said while many schools have not availed of a website, the advantage of those who have one already is that they can get through a lot more market as compared to those who have none. Also they said that it reaches a greater market not just limited to those within the vicinity of the school. The internet allows businesses to reach beyond its proximity.

Findings 4:

According to the respondents many people are relaying on internet when they want to find out something about a certain thing. The best way to reach a lot of people is through the internet. It much easy to motivate the customer if they have knowledge in a school before they visit them personally. If they will see the school strength by seeing first their website they much encourage visiting them.

Findings 5:

The factor that motivates school to have a website is the growing popularity of the internet. But
according to the respondent there are five (5) factors they will look first before they decide to acquire a school website. The following are: 1.) strategic planning 2.)Communication to the customer. 3.) Highlighting the strength of the school. 4.). Sales Strategies 5.) Knowledge/ information that can be given of a school website.

Findings 6:

The respondent said that it can encourage more students to enrol because they see what the school can offer. Deciding to attend this school which would in turn generate income for the

school. Also having and maintaining website according to them is only on the initial construction
and development of the website. And the cost of developing a website is compensated by the reward.

Findings 7:

According to the respondent the problem and concerns of private schools that has no existing school website are: 1. lack of budget to be allotted for the development, 2. Additional work force for the school, 3. Some interface in websites are not user friendly. In the schools that has existing website other respondent said their problem and concerns are: 1. Frequency updating of information and 2. Sometimes the online inquiry.

CONCLUSION:
The proponents of the study arrived at the following conclusion based on the study that was conducted: The respondent concludes that more and more schools are being inclined to developing a website for various purposes. Private schools that have an existing website uses their websites for advertisements, highlighting their strengths, posting information, updating the society and creating a link to graduates and sponsors. The private schools that have no existing website thinks that there are advantages in having a school website, among the advantages are: (a) increase market share, (b) added exposure, (c) increase in enrollees turn-over, (d) increase of income for the school and lastly lesser cost for advertisements and promotional campaigns.

The reasons of the private schools having a website it is effective in reaching a wider scope of market as compared to the traditional form of advertisement that websites are costly however the reward is greater than the cost. Many benefits can be attributed to developing websites for every school. The respondent believes the use of website allowed the schools to change their strategic plan in advertising. Also websites will actually allow the school to highlight the achievements and the facilities of the school which is not often discussed during the course of a personal inquiry. Lastly websites allows the students and parents to browse and have an idea of what they want and then go to the schools personally to do follow-up. A traditional form of advertisements is very well known and customer nowadays finds new to their eyes. Having a website to a school have an edge compare to other institutions while limiting the cost spent in doing traditional advertisement and promotional campaign. Keeping a website requires keeping IT personnel to constantly update it. Even it is costly it is compensated by reward.

RECOMMENDATION
The proponents of this study have the following recommendation: The school that doesnt have a website must also see what are the good reason if they can have also their own website. Most of the people now use internet even the oldies that can still use an internet. Find also other way catching up attention of our customer. But the reality that online advertising is one of best makes sure that the website good in the eyes of customer. Websites must be frequently updated in order to give much recent information about the school. If a school doesnt have their school website and they see it more advantages try to have their own website. Ask for the help of a professional who has knowledge in computer. Also it is good to invest a website to increase their exposure.

 Look at other reasons if you have your on website it can help your website to improve more and more competitive in market. Also websites must use a user-friendly interface so that non-techy users may be encouraged to use and browse the site.
Hire an IT professional in your school so it much cheaper in maintenance of your own school website. It can be also a computer teacher in your school. Schools must highlight the strengths they think will motivates students and parents to pursue their education in the said institutions. Be creative and user-friendly to your website. Every businessman looks for how they can increase their sales. And now online selling and advertisements is one in the top.

Know the possible solution. It is much better if there are other ways to limit the problem .Look for the easiest way to fix the problem.

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