Hoora Dehghani
ABSTRACT
This study explored the influencing factors in selecting a foreign language learning institution by language learners and examined and compared the importance of them among the varying age groups and genders. In the first phase of the study, 15 language learners as representative cases within the specified age ranges and genders were selected purposefully and were interviewed to explore the comprising elements in their language institute selection process. The results were analyzed qualitatively. In the second phase, the identified elements were taken as specified items of a questionnaire and were rated by 96 English learners across varying educational contexts. The results were analyzed quantitatively using the TOPSIS method to represent the level of importance of the items for the participants generally and specifically in each subcategory; genders and age groups. The results indicated that the educational quality of language institutes, using modern and new Teaching methods, monitoring and pursuing students’ process of development, practice-based system of education, teaching language skills based on the needs and priorities of students, and the standard method of determining students’ level of proficiency for each training course were the most important elements. On the other hand, offering training in different languages, the specialized education of only one language, the uniform and appropriate appearance of office staff, having native professors to the language of instruction, applying Computer or online tests instead of the usual paper tests respectively as the least important choice factors in selecting a language institute. Besides, some comparisons among different groups’ ratings of choice factors were made which revealed the differences among different groups' priorities in choosing a language institute.
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