Factors affecting the validity and reliability of the study  Attrition

All the investigated schools did not have marketing committees. The researcher had hoped that the schools pinpointed would play an important part in the unlocking of the uncertainties surrounding issues of school marketing in their schools. The unavailability of these committees was indeed a major concern to the researcher. It caused the restructuring of the research questions on both the principals’ interview schedules and also in the questionnaires for the SGBs so as to include some of the questions that would have been referred to the marketing committees. Just to illustrate the extent of the matter, for example, one former model C school (FMC) principal actually directed this researcher to interview the school’s bursar on issues of marketing. In turn the bursar declined to be interviewed about the subject because she did not know whether the school was even marketed at all, referring this researcher to the SGB instead.

 History

Most of the interviews with school principals were intermittent due to continuous breaks when the phone rang or when the intercom went on. This was particularly disturbing: when the intensity of the interview was at its peak, then the office phone would ring and the whole discussion had to take a pause and later restart again. This had a direct influence on the eventual responses of the principals as they would struggle to refigure what exactly they were saying before the phone call. The researcher had to give them a hint before they could try to reconstruct their responses again.

178  Inadequate literature

The study of school marketing is a relatively new concept which is still lacking in terms of resources that specifically related to the marketing of schools. This was particularly challenging, and the researcher had to occasionally surf the Internet for articles and other sources on the subject. The reliance on Internet sources to a large extent compromised the validity and the reliability of some of the information

5.10. Chapter Conclusion

This chapter discussed the findings of the research project from the respondents’ points of views as well as from the studied literature. The presentation included the discussion of the effective marketing strategies that the researched schools are applying, both township and former Model C Schools.

The discussion further touched on the school marketing challenges that these school face together with the suggested possible solutions to the challenges. Such challenges as resource scarcity, financial as well as parental apathy were discussed and solutions suggested.

The chapter went on to discuss who in the school should be involved in the marketing campaign, clearly pointing out, as did many authors in the subject, that the marketing campaign should be an inclusive activity which brings together; parents, teachers, learners, the reception staff as well as the ground staff under the tutelage of the SMT and being guided by the SGBs policies.

The benefits of effectively marketing the school cannot be overstated. The respondents’ views on this subject, coupled with the views from the related literature were also discussed.

The chapter ends with the recommendations for; future research, for school principals, School Governing Bodies, teachers, township high schools and township primary schools.

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