High-Tech versus High-Touch Education Perceptions of Risk in Distance Learning

Autor/in	Kulchitsky, Jack D.
Titel	High-Tech versus High-Touch Education Perceptions of Risk in Distance Learning
Quelle	In: International Journal of Educational Management, 22 (2008) 2, S.151-167 (17 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	0951-354X
DOI	10.1108/09513540810853558
Schlagwörter	Undergraduate Students; Distance Education; College Choice; Teaching Methods; Technological Advancement; Higher Education; Pilot Projects; Online Courses; Internet; Web Based Instruction; Foreign Countries; Postsecondary Education; Australia; New Zealand; North America; United Kingdom + Suchen Sie Ihr Suchwort? Distance study; Distance learning; Fernunterricht; Studienortwahl; Teaching method; Lehrmethode; Unterrichtsmethode; Technological development; Technologische Entwicklung; Hochschulbildung; Hochschulsystem; Hochschulwesen; Pilot project; Modellversuch; Pilotprojekt; Online course; Online-Kurs; Web Based Training; Ausland; Post-secondary education; Tertiäre Bildung; Australien; Neuseeland; Nordamerika; Großbritannien
Abstract	Purpose: As colleges implement alternative forms of education delivery, prospective students must consider the method of instruction when choosing a post-secondary institution. The purpose of this research paper is to assess the search criteria considered most important to prospective undergraduate students and to evaluate their preference for online versus on-campus instruction. Design/methodology/approach: This paper reviews a selection of literature on college choice behavior, with special reference to on-campus (high-tech) versus online (high-touch) delivery. A pilot study together with a conjoint methodology is used to measure the importance students place on method of instruction, relative to several traditional criteria. Findings: The conjoint results identify two unique student segments (risk-sensitive and cost-sensitive) based on attitudes toward high-tech versus high-touch delivery. While the risk sensitive segment expresses strong preference for high-touch delivery, the cost sensitive segment is open to high-tech delivery, if the price is right. Practical implications: Many studies have concluded that online education may be more suited for mature, graduate students. This study, however, identifies an undergraduate student segment with a propensity toward high-tech education. As online technology continues to diffuse through society, prospective undergraduates are expected to become less averse to alternate means of instruction. Originality/value: Although many studies have compared online versus on-campus learning, few, if any, have examined the attitudes of prospective students applying to a post-secondary program, having no experience with distance education. This study focuses on the needs of prospective undergraduate students, highlighting differences in attitude toward cost and risk. (Contains 3 tables and 6 figures.) (As Provided).
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Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2017/4/10