The scale consists of 10 quantitative groups which are expected to influence the choice of students' foreign language centers in Ho Chi Minh City. The scale used in the model is a 5-step Likert scale used for research with a gradual drop in agreement from 1 to 5.
3.1.3.1 Scale of Geographical location
The scale of the geographical position was created by the author with four questions based on the impact of factors such as distance, convenience of transport, or near tourist centers where foreign visitors are located to facilitate communication.
Table 3-1 Scale of Geographical location ENCOD
E
OBSERVED VARIABLES SOURCES
Loca1 Being near students’ school for convenience and safety.
The author adjusts the variable from Doan Thi Hue, 2016 Loca2 Being near students’ home for
convenience and security.
The author adjusts the variable from Doan Thi Hue, 2016 Loca3 Being far from students’ school /
home but travel and tuition costs are low.
The author, Huang & Hsu, 2005, M. J. Burns and colleagues (2010)
Loca4 Being near tourist centers where there are foreign visitors.
The author
ENCOD E
OBSERVED VARIABLES SOURCES
Pro1 Broad contents, including all skills (Listening-Speaking-Reading-Writing)
The author adjusts the variable from Doan Thi Hue, 2016
Pro2 An intensive study program for each skill (class specializing in Writing, class for Speaking)
The author
Pro3 A separate curriculum that is standardized to suit the needs of the learner.
The author adjusts the variable from Doan Thi Hue, 2016
Pro4 A curriculum updated with the most modern teaching methods.
The author adjusts the variable from Doan Thi Hue, 2016
Pro5 A curriculum with many extra-curricular activities for students (such as holding more workshops, having a club, etc.)
The author
3.1.3.2 Scale of Marketing
The Marketing scale consists of four observed variables related to marketing policies of the center such as advertising, promotions for students.
Table 3-2 Scale of Marketing
Source: Compiled by the author 3.1.3.3 Scale of Program
Including five observed variables with training contents as well as extracurricular activities for students of the center.
Table 3-3 Scale of Program
Source: Compiled by the author 3.1.3.4 Scale of Quality
Table 3-4 Scale of Quality ENCOD
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OBSERVED VARIABLES SOURCES
Qua1 Having an effective teaching method. At the end of the course, students can get free re-education if they fail the final test.
The author adjusts the variable from Doan Thi Hue, 2016
Qua2 Ensuring output quality and students will be granted internal certification of the center.
The author adjusts the variable from Doan Thi Hue, 2016
Qua3 Ensuring international standard training. The author adjusts the variable from Doan Thi Hue, 2016
ENCODE OBSERVED VARIABLES SOURCES
Mkt1 Widely advertised on the mass media. The author adjusts the variable from Doan Thi Hue, 2016
Mk2 Having many incentive policies, attractive promotions such as tuition discount or gifts.
The author adjusts the variable from Doan Thi Hue, 2016
Mk3 Having scholarships for financially disadvantaged students and refund fees for the international certification exams if students get high scores.
The author
Mk4 Having a team of professional and qualified consultants.
The author adjusts the variable from Doan Thi Hue, 2016
Source: Compiled by the author The content of this scale relates to questions such as output quality assurance and certification. Learning a foreign language has many purposes: getting a degree, learning quality.
3.1.3.5 Scale of Teachers
Teacher scale consists of four observed variables coded from H51-H53, referring to the content of the attitude, professional qualifications of teachers, foreign teachers and teaching assistants. This is expected to be a factor relatively important in the students’s choice.
Table 3-5 Scale of Teachers ENCOD
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OBSERVED VARIABLES SOURCES
Tea1 Having team of professional and enthusiastic teachers with appropriate qualifications and experience.
The author
Tea2 Having 100% teachers who are foreign teachers or Vietnamese teachers studying abroad.
The author adjusts the variable from Doan Thi Hue, 2016
Tea3 Having a team of Vietnamese assistants to support students.
The author
Source: Compiled by the author 3.1.3.6 Scale of Tuition Fee
Tuition is one of the factors that is of great interest to students when they intend to attend a training program. With family-based spending, they have to balance their own limited financial resources, so tuition is essential when deciding where to study. Therefore, the author constructed a tuition scale with four observed variables as follows:
Table 3-6 Scale of Tuition Fee ENCOD
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OBSERVED VARIABLES SOURCES
Fee1 Having very high tuition fees, and having commitment to refund tuition if students cannot achieve their goals.
The author adjusts the variable from Doan Thi Hue, 2016
Fee2 Having high tuition fees, ensuring output. The author adjusts the variable from Doan Thi Hue, 2016
Fee3 Having low tuition fees, ensuring output. The author adjusts the variable from Doan Thi Hue, 2016
Fee4 Having tuition which is moderate compared to average income, ensuring output.
The author adjusts the variable from Doan Thi Hue, 2016
Source: Compiled by the author 3.1.3.7 Scale of Facilities
Facilities are the first element to be considered when a center is established.
Stemming from the current learners' needs and the actual situation in the centers of HCMC, the author finds that in addition to the essentials that play a core role such as training programs, quality of training, teachers, etc. then facilities also occupy an important position which significantly affects students' decisions. And the factors related to facilities are presented by the author in the table below, including four questions:
Table 3-7 Scale of Facilities ENCOD
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OBSERVED VARIABLES SOURCES
Fac1 Having modern facilities but high tuition. The author adjusts the variable from Doan Thi Hue, 2016
Fac2 Having good facilities with minimum conditions but low tuition.
The author adjusts the variable from Doan Thi Hue, 2016
Fac3 Providing sufficient information for students to approach conveniently.
The author
Fac4 Having a website system designed with many contents for students to easily update information, do homework or online test, or self-study at home.
The author
Source: Compiled by the author 3.1.3.8 Scale of Recommendations
Suggestions and counseling of relatives are also a factor that affects the psychology of students when they are facing many choices. Recommendations can be from family members or teachers or friends. Depending on the situation, age, learning environment, the subjects that affect students' psychology are different.
Because the students are also mature, independent thinkers at this time, the advice is not just about family. Starting from the previous studies, the author offers four items to ask for suggestions, advice of relatives affecting the students’ decision as follows:
Table 3-8 Scale of Recommendations ENCOD
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OBSERVED VARIABLES SOURCES
Rec1 Having recommendations from the students’ parents, siblings or relatives.
The author adjusts the variable from Doan Thi Hue, 2016
Rec2 Having recommendations from the students’ friends.
The author adjusts the variable from Doan Thi Hue, 2016
Rec3 Having recommendations from students who have been studying at that center
The author
Source: Compiled by the author 3.1.3.9 Scale of Branding
In a bustling market like HCMC where there are countless brands of English language centers, choosing a reputable or reputable center is considered as a factor to consider in the students’ choice of choice.
Table 3-9 Scale of Branding ENCOD
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OBSERVED VARIABLES SOURCES
Brand1 Being a large and famous English center.
The author adjusts the variable from Doan Thi Hue, 2016
Brand2 Being a reputable center in the area. The author adjusts the variable from Doan Thi Hue, 2016
Brand3 Being a long-established English language center.
The author adjusts the variable from Doan Thi Hue, 2016
Brand4 Being in cooperation with other well- The author adjusts the
known international language teaching organizations.
variable from Doan Thi Hue, 2016
Source: Compiled by the author 3.1.3.10 Scale of Connection
Today, the world is becoming flatter. Having a wide network is also considered an advantage of an individual. Therefore, the author thinks that connecting factor is also a factor that students consider when choosing an English center.
Table 3-10 Scale of Connection ENCOD
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OBSERVED VARIABLES SOURCES
Con1 Connecting students in the course well. The author Con2 Connecting learners of different courses to expand their
network.
The author
Con3 Having teachers and tutors who actively connect with learners.
The author
Con4 Allowing students to maintain relationships with teachers, teaching assistants and other students, even after the course has ended.
The author
Source: Compiled by the author 3.1.3.11 Scale of Decision
The Decision scale is measured by six observation variables. The content is considered the result of the student's decision to choose a language center in Ho Chi Minh City.
Table 3-11 Scale of Decision ENCOD
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OBSERVED VARIABLES SOURCES
Dec1 Choosing the center because of the standard training program and the good quality of training.
The author adjusts the variable from Doan Thi Hue, 2016
Dec2 Choosing the center because of the teachers are highly qualified and enthusiastic in teaching.
The author adjusts the variable from Doan Thi Hue, 2016
Dec3 Choosing the center because of reasonable tuition fee and good facilities.
The author adjusts the variable from Doan Thi Hue, 2016
Dec4 Choosing the center because of recommendations from friends and relatives.
The author adjusts the variable from Doan Thi Hue, 2016
Dec5 Choosing the center because of new relationships and connection between teachers and learners and among learners
The author
Dec6 Choosing the center because of its favorable location.
The author