Joe Beckmann (joeb@oekos.org)
Wed, 16 Sep 1998 19:31:40 -0400
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From: "Joe Beckmann" <joeb@oekos.org> Subject: RE: [ifets] Assessing Motivation Date: Wed, 16 Sep 1998 19:31:40 -0400
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I'm not sure about how new WBT is, with reference to learner motivation
factors. There's enough history and documentation - by somebody, probably at
LaSalle or one of the larger courses-by-mail providers - on self-paced
profiles to begin a case for motivational marketing. Combined with early
adoption and other computer marketing data - perhaps like Apple's taxonomy
of early adopters from their Apple Classrooms of Tomorrow research - it
shouldn't be too hard to identify some key consumer factors. Further, both
the California and the Western Governors University, let alone U of Phoenix
and the already established online providers, ought to be doing some focus
groups (perhaps calling them seminars <g>) to identify retention and
graduation factors. If they don't they ought to be sued, particularly the
public ones.
Finally, in terms of most current WBT, I think there is a whole other order
of consumers: corporate and industrial clients of WBT firms. It would be
much more interesting to identify a "wholesale market" of consumers who move
larger volumes of training and real WBT education into non-traditional
mazeways. They also have a very specific - and ought to have a very high -
incentive to identify the subsidiary motivational factors for their employee
enrollment in such programs. Anybody doing anything with the HR departments
about this? Perhaps with some suggestions for how results might direct other
WBT in a more traditional higher ed marketplace???
Joe Beckmann
Oekos
ps. Good to have some MBA's who ask good questions.
> -----Original Message-----
> From: owner-ifets@mail2.gmd.de [mailto:owner-ifets@mail2.gmd.de]On
> Behalf Of Alan Halpern
> Sent: Wednesday, September 16, 1998 2:08 PM
> To: 'International Forum on Education and Technology'
> Subject: [ifets] Assessing Motivation
>
>
> ** Digest version of list available -> more information ->
> http://ifets.gmd.de/maillist.html
> ---------------------------------------------------------
> Joe, I do have an MBA, and I would be interested to know if there
> is any data on motivation, but am skeptical that the data would
> be either reliable or useful. WBT is so new, and the "consumers"
> are probably so hard to identify and track down, and their
> motivations, interests and experiences are so different that it
> would be hard to analyze and characterize them through any kind
> of written survey. You'd have to do some qualitative, face to
> face interviewing to be able to know what questions to ask and to
> understand the answers you got back.
>
> I think you are right, you would definitely want to break down
> motivation into finer factors. Motivation and learning style are
> probably the two key dimensions for market segmentation (off the
> top of my head, at least). Motivation will determine what
> content would be appealing and how large the market is. Learning
> style would direct course design and help limit market size.
> Independent learners are more likely to seek education or
> training on the web.
>
> To actively market WBT, you would have to segment the market
> along demographic lines. Motivation is an interesting dimension,
> but I can't tell from outside your house and without meeting you
> what your motivational profile might be. You have to be able to
> relate motivation to observable, demographic variables so that
> you could target a market. Learning styles might correlate to
> with purchases of certain products or educational services (books
> about history or volume of books purchases, self improvement
> programs, continuing education programs, for example).
>
> On-line marketing might change this a little, in that you could
> put information where people with the right motivation would seek
> it or trip across it, but to start, I think you'd have to have
> some ideas about where they go and why and what would interest
> them and why.
>
> I don't know if this helps Vladimir or not without knowing why he
> wanted the information
>
> Alan
>
> Alan Halpern
> alan@halpern.com
>
> -----Original Message-----
> From: Joe Beckmann [SMTP:joeb@oekos.org]
> Sent: Wednesday, September 16, 1998 8:20 AM
> To: ifets@gmd.de
> Subject: RE: [ifets] question: motivation
>
> ** Digest version of list available -> more information ->
> http://ifets.gmd.de/maillist.html
> ---------------------------------------------------------
> Thirty years ago McClelland, in reviewing cross-cultural economic
> development, created a scale for achievement motivation and applied it to
> particular kinds of technology - at the time things like transistor radios
> which were then new. I'd look much more carefully at trying to break down
> motivation factors into finer, more suggestive factors than business,
> interest, cooperation, or personality. There are lots more - from
> financial
> short, financial long term; family, children, community, ethnic
> or language
> group, "nation" and country; to scales from secret self to public self; to
> scales of followership to leadership; to identifying early
> adopter profiles
> and the consequences of early adoption.
>
> All this stuff is basic marketing information, and a good MBA in marketing
> ought to be able to assist in this a lot better - almost
> infinitely better -
> than most educators. If we knew how to market this stuff we'd be
> rich. They
> do, and they are.
>
> Joe Beckmann
>
> > -----Original Message-----
> > From: owner-ifets@mail2.gmd.de [mailto:owner-ifets@mail2.gmd.de]On
> > Behalf Of Vladimir N. Kukharenko
> > Sent: Wednesday, September 16, 1998 6:28 AM
> > To: ifets@gmd.de
> > Subject: [ifets] question: motivation
> >
> >
> > ** Digest version of list available -> more information ->
> > http://ifets.gmd.de/maillist.html
> > ---------------------------------------------------------
> > Dear colleagues,
> > It is know that motivation plays an important role in distance
> education.
> > The results of questioner among the Internet users of ex-USSR
> > according to the information of
> > Moskow psychologists show the following percentage of motivation:
> > 1. business motivation 91%;
> > 2. interest motivation - 81%;
> > 3. cooperation motivation - 59%;
> > 4. motivation of personality development - 52%
> >
> > Are there the similar data for the users in the USA, Europe, ..?
> >
> > Vladimir Kukharenko
> > _________________________________________________________
> > Vladimir N. Kukharenko
> > Technical Cryophisic Department
> > Kharkov State Polytechnical University
> > 310002, Kharkov
> > Frunze Street, 21
> > phone (0572) 40 06 13
> > E-mail:kvn@kpi.kharkov.ua
> > ISQ: 10333992
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