1
1

Table of Contents

LIST OF FIGURES

LIST OF TABLES


2
2

Chapter 1: INTRODUCTION
1.1 Rationale
The booming development of technology and the rapid growth of economy
open up many opportunities for international cooperation in the fields of economics,
politics and society between Vietnam and other countries in the world. Therefore,
learning one or some foreign languages has become an essential need of many
people, from children, students to workers. The ability to speak a foreign language
not only allows people to have more opportunities to find better jobs but also helps
to understand various cultures, making an important contribution to integration and
cooperation with the world.
The current context of globalization also creates a term called "global
citizens". These are individuals with a global mindset, a global vision, who do jobs
for the common good of the world, can work in many parts of the world. In order to
become such a global citizen, they have to master at least two important support
tools, foreign languages and information technology. Once people become
proficient at these two tools, together with their expertise, they can integrate easily
into the wider world and capture more valuable opportunities by the massive
information source.

Minh City”. Hopefully, this study will identify and evaluate the influence of the
factors affecting the decision of choosing a foreign language center for students in
Ho Chi Minh City, in order to find solutions to contribute to improving training
effectiveness at foreign language centers, helping foreign language centers build
training programs in accordance with the practical needs of learners, create
reputation, and increase competitiveness.
1.2 Research background
The closest study to the author's study is the study on English Language
Center Selection Factors at Nha Trang University by Doan Thi Hue (2016). This
author thinks that there are 6 main factors affecting students' decisions at Nha Trang
University, namely: Facilities (regression coefficient of 0.408), Training program
(0.362), Trademark (0.3333), Teachers (0.332), Tuition fee (0.244), Quality of
training (0.154).


4
4

1.3 Aims and Objectives
1.3.1 Aims

The objective of the thesis is to study the factors affecting the decision of
choosing a language center for students in Ho Chi Minh City. On that basis, there
are implications for the renovation and improving training quality to create a
competitive position of foreign language centers in the city.
1.3.2 Objectives

-

Identify the factors that affect the choice of a language center by students in

quantitative methods.

1.7 Contribution and significance of the research
1.7.1 New contributions

In previous studies, the authors focused on analyzing the factors of choosing
a university, rather than choosing a foreign language center and a soft skills training
center. In the study of Doan Thi Hue, the study subject is Nha Trang University


5
5

student, so there will be many differences with students in Ho Chi Minh City where
there are countless English centers.
1.7.2 Scientific and practical significance of the research

-

In terms of theory: The topic serves as a theoretical reference for students'
choice of a foreign language center for researchers, educational field
administrators and strategic planners in Vietnam for further research in this

-

area.
In practical terms:
o Providing a comprehensive, reliable and comprehensive source of
information for educational management activities of foreign
language centers.

select a foreign language center.
Chapter 5: CONCLUSIONS AND RECOMMENDATIONS. Based on the
results achieved in chapter 4, this final chapter will summarize the overall results
achieved, the shortcomings and limitations of the topic. At the same time, there are
some implications for improving the quality of educational services at the foreigner
market in Ho Chi Minh City.
Summary of Chapter 1:
Chapter 1 deals with the most basic information about a research paper,
from the rationale, the research objectives to the layout of the paper.


7
7

Chapter 2: : LITERATURE REVIEW
2.1 Some primary definitions
2.1.1 Definition of decision

According to Cambridge English Dictionary, decision is a choice that you
make about something after thinking about several possibilities. In other words, the
term "decision" is used to emphasize the need to consider and calculate to decide
whether to use the optimal type or method of the existing conditions or ways to
achieve the goal under the conditions of scarce resources.
2.1.2 Definition of motivation

Also according to Cambridge English Dictionary, motivation means
enthusiasm for doing something, or the need or reason for doing something.
2.1.3 Definition of learning motivation

Motivation is a condition that activates and sustains behavior toward a goal.


learners
Learners who are motivated by internal learning, such as learning foreign
languages, must come from passion, love, joy and real need to learn even when
learners do not need to use the language for work or any other purposes. In contrast
to the internal learning motive is the external learning motive. People who are
motivated by external learning are influenced by the environment, for example, the
reward from teachers or parents, learning to receive gifts or study for good grades,
certificates, etc. (Schiefele, 1996) argued that internal learning motivation is crucial
for foreign language learning. On the basis of passion, a real interest in learning will
enable the learner to achieve high academic results. That is also the goal achieved
by teachers in general and foreign language teachers in particular.
2.2 Theoretical background
2.2.1 Theories about foreign language learning motivation

2.2.1.1

Robert Gardner's Theory

Robert Gardner's theory of foreign language mechanics is considered to be
the most successful and the most influential theory for teaching and learning foreign
languages today. From the early 1970s, Gardner and his colleagues studied a
formula for measuring foreign language mechanics, the Attitude / Motivation Test
Battery (AMTB). Initially, Gardner conducted a study in a group of students
learning French from grades 7 to 11 in Canada (the first language of these students
was English), to measure the mechanical dynamics of foreign languages, attitudes,
and factors of fear of learning foreign languages. Later, he conducted research in
other places such as in London, Orantio and in seven other regions of Canada.
In measuring AMTB, Gardner and his colleagues studied the following five
areas:

language learning is analyzed through the following four aspects:
o Schmidt said that the focus of the learner on the learning content is
the main condition for learning a foreign language;
o Scope of the teaching situation during the lesson includes techniques
and activities performed by teachers and students during the teacher's
class to enhance the quality of teaching content;
o Scope of the curriculum: Teachers draft the curriculum based on the
needs of learners, discuss with colleagues about the selection of
teaching materials and about the strengths and weaknesses of
materials have been put into use during class hours;
o Outside school hours refers to the outside environment where students
can use well the language knowledge they have acquired.


10
10

2.2.1.3

Williams and Burden 's Theory

According to Williams and Burden (1997), each individual has a different
motive for learning. Therefore, it is completely different for each individual to be
motivated to learn a foreign language and persevere in order to achieve academic
results in each individual. According to the two authors, learning motivation
consists of the following three main factors:
o Reason for learning: Here the reason for learning is influenced by
internal and external factors of each individual;
o Decision to learn;
o Maintain the effort as well as endurance to successfully complete the

marketing strategies of businesses. Instead of marketers being able to understand
consumers through their daily exposure, transactions and sales experience, the
growth in size and market of businesses has made many homeowners a lot more
difficult. Marketing management is no longer in direct contact with customers, but
information from the sales department is still subjective. Therefore, managers had
to put research into consumer behavior in their field to help the company to make
appropriate, accurate decisions and develop an effective marketing plan to generate
revenue and attract customers.
The key issue for a company to formulate effective marketing strategies is to
understand how consumers' needs and their purchasing processes are carried out
through stages where marketers can discover. I have to do how to satisfy
consumers. This is the basis for businesses can plan effective marketing programs
for the target market of the business.
2.3 Overview of research related to the topic
2.3.1 Research in the world

The ideas of career orientation for the younger generation are manifested
through the division of labor depending on the status and origin of each person in
society. In the 1940s, American psychologists JL Holland has researched and
acknowledged the existence of personality types and career interests that the author
points out that for each type of career personality there are some of the professions
that individuals can choose to have. get the highest work results.
By the 1980s, David W. Chapman (1981) conducted a study of a broad range
of factors influencing students' university choice. The author argues that "factors of
characteristics" and "factors of external influences" are the two main factors.
Meanwhile, the university's fixed characteristics such as tuition fees, geographic
location or cost assistance programs or dormitory environment as well as


12

strong development steps in the 1970s and 1980s. Professor Pham Tat Dong, who
has been devoted to researching theoretical and practical issues for vocational
education such as determining the purpose, meaning and role of vocational


13
13

guidance; interests, needs and career motivation; system of vocational views,
principles, contents, methods and methods of vocational education. Following is
Professor Nguyen Van Ho, who is very interested and in-depth research on
vocational education. Recently, the professor has also published the book "Careeroriented education and technical teaching in high school", the book has presented
systematically about the theoretical basis of direction education. and vocational
education in high schools and technical teaching at high schools in the context of
market economy and the industrialization and modernization of the country today.
Regarding the analysis of the factors that influence the choice of an English
language center, Ms. Doan Thi Hue (2016) also had a master thesis on analyzing
student's choice at Nha Trang University The work has very valuable presentations
on this topic.
MÔ HÌNH NGHIÊN CỨU CỦA CÁC TÁC GIẢ TRÊN NHƯ THẾ NÀO?
2.3.3 General assessment of research related to topic

Regarding the collection and building of a theoretical basis for the research
topic and an overview of the relevant research works, the new research focuses only
on vocational education, in which the trend of choosing schools and choosing
careers of students is an important component, it has an impact relationship with
many different components. Studies have found general fundamentals (David W.
Chapman, 1981; Hanson and Litten, 1982) or later studies have specifically
developed elements in the general model, then to study in detail the factors affecting
the choice of school and industry.

H1 to H10 with 38 representative factors which influence the decision of choosing
an English center for students in Ho Chi Minh City. In particular, the factor groups
are hypothesized from H1 to H10 as quantitative independent variables that directly
affect the dependent variable, which is the decision on choosing an English center
for students in Ho Chi Minh City. In addition, the demographic factors such as
gender, university, major will be considered with the expected indirect impact on
the relationship between the above mentioned independent variables and the
dependent variable in the model.


16
16

Location
Marketing

Training program

Training quality

Teacher

Decision of choosing
an English center

Tuition fee
Facility
Recommendation
Brand
Connection

posters, leaflets,etc. in order to attract learners' attention.
The research results of D.W.Chapman (1981) also particularly emphasize the
impact of schools 'communication efforts on students. They can post ads on
magazines, television or through cultural and sports activities to attract the attention
of students and their families. In addition, promotions and tuition discount also
influence a student's choice of school. From the above factors, hypothesis H2 is
given as follows:
Hypothesis H2: If the English center tries to advertise and has
promotion programs, students are more likely to choose that English center.
NẾU CÁC HOẠT ĐÔNG MÀ PHẢN CẢM ĐỐI VỚI NGƯỜI HỌC
THÌ NGƯỜI HỌC CÓ THÍCH CHỌN KHÔNG?
3.1.2.3

Training program

The content of the courses together with the curriculum system clearly going
into practice and being highly applicable in the curriculum will promote positive
learning attitudes for students (Curran & Rosen, 2006). Diverse and attractive
training programs to meet the practical needs of the learners are one of the factors
influencing students' school choice. From there the hypothesis H3 is proposed to be:
Hypothesis H3: If the English center has more specialized and intensive
training programs, students are more likely to choose that English center.
NẾU NGƯỜI HỌC CẢM NHẬN AC1C KHÓA ĐÀO TẠO ĐÓ KHÔNG
PHÙ HỢP VỚI HỌ THÌ HỌ CÓ MUỐN HỌC KHÔNG?


18
18

3.1.2.4

teachers, students are more likely to choose that English center.
QUALIFIED NHƯNG NGƯỜI HỌC THẤY KHÔNG PHÙ HỢP THÌ
HỌ CÓ THÍCH CHỌN KHÔNG?


19
19

3.1.2.6

Tuition fee

Joseph (2000) argues that the cost of education has a great influence in the
decision to choose a university. Not only for university but also for foreign language
learning centers, tuition fee is an important factor affecting students' choice of
English center. Thus, the hypothesis H6 is stated as follows:
Hypothesis H6: If the English center has a reasonable tuition fee level,
students are more likely to choose that English center.
3.1.2.7

Facilities

Besides the quality of training, facilities are a very important standard.
Especially in the current economic development conditions, most families want
their children to study in a school with adequate, modern and comfortable facilities.
The system of good and complete facilities can meet the learning needs of students,
inspire students' passion for learning as well as ensure the quality of teaching of
teachers (Curran & Rosen, 2006; Huang & Hsu, 2005). Hence, the hypothesis H7 is
stated as follows:
Hypothesis H7: If the English center has modern and comfortable


This factor is given by the author based on the author's experience in the
process of working as a freelance English teacher. The author’s students say that the
reasons why they have chosen the author’s classes are the connections they have
with classmates and students from other classes. This helps expand their social
relationships.
Hypothesis H10: If the English center can connect the learner with
others and maintain such relationships, students are more likely to choose that
English center.
3.1.3 Building scales and preliminary assessment of scales

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
ENCODE
Loca1
Loca2
Loca3

OBSERVED V

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
ENCODE OBSERVED VARIABLES
Mkt1
Widely advertised on the mass media.
Mk2
Mk3

Mk4

SOURCES
The author adjusts the
variable from Doan
Thi Hue, 2016
Having many incentive policies, attractive The author adjusts the
promotions such as tuition discount or gifts. variable from Doan
Thi Hue, 2016
Having
scholarships
for
financially The author
disadvantaged students and refund fees for

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
ENCODE
Tea1
Tea2
Tea3

OBSERVED V
Having team o
Having 100% t
Having a team
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:

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:


24
24

Table 3-7 Scale of Facilities
ENCODE
Fac1
Fac2
Fac3
Fac4

OBSERVED V
Having modern
Having good fa
Providing suffi
Having a webs
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.

Brand2
Brand3
Brand4

OBSERVED V
Being a large a
Being a reputa
Being a long-e
Being in coope
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
ENCODE
Con1
Con2
Con3
Con4

OBSERVED V
Connecting stu
Connecting lea
Having teacher