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The Decision to Learn: Why People Seek Continuing Education and How Membership Organizations Can Meet Learners' Needs
ASAE - American Society of Association Executives, Aug 2010, Pages: 100
The Decision to Learn examines how people who are members of one or more associations use the various sources of professional education—
including the associations that serve their field—to advance in their profession or career. The basis is a comprehensive research study designed
to explore the learning activities and preferences of association members and to understand how associations and other member-serving organizations
fit in the context of a member's total professional education.
This approach supplies a good sense of overall learning background and also helps us to understand how members perceive and use association learning
programs in the context of all of the competing sources of education available to them.
A total of 7,848 individuals responded to an internet survey sent to a random sample of members and nonmembers of 12 cosponsoring organizations
in November to December of 2009. The study was specific to professional education, directing respondents to report their preferences
and experience specifically related to their professional or career education.
The questionnaire covered the following areas:
- Attendance in the recent (past year) and distant past.
- Provider preferences
- Format preferences
- Motivations
- Barriers
- Presenter preferences
- Investment (and by whom)
- Feelings of affiliation with the association that provided their name
Respondents also provided demographic information including certification status, age, gender, and employment sector.
Based on survey of nearly 8,000 members from various non-profit organizations, this study reflects learners' preferences for educational formats and providers as well as the actual actions they take and are likely to take; speaks especially to contemporary concerns around distance- versus face-to-face educational programming
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