This study involved surveying 649 families in Livingston Union School District in Livingston, California, to ascertain parents' motivating factors which led them to enroll their children in a dual-language program at school and to see if there are different motivating factors for English-speaking parents and Spanish-speaking parents. A dual-language program involves integrating students who speak two different languages into a class or program where students learn in both languages. The survey return rate was 41.2%. Of the 268 respondents, 52.9% indicated that they spoke to their children at home in Spanish, 41.4% indicated that they spoke to their children at home in English, 2.6% spoke to their children in Punjabi, 0.3% said they spoke to their children in Urdu, and 2.6% of the respondents declined to answer this question. When asked what motivated the parent to enroll their child in a dual-langauge program, the responses from Spanish-dominant parents were as follows: 90.11% of the respondents enrolled the child in the program because they wanted their child to be able to speak, read, and write in two languages, 67.10% enrolled because they wanted their child to be successful in a global economy, 62% said they enrolled because they wanted their child to be more successful in school, 59.60% said they wanted their child to be comfortable relating to different people and cultures, 57.70% said they wanted their child to be able to relate to his/her heritage, 36.30% enrolled their child because they wanted the child to be with teachers that spoke their language. Approximately 11% wrote in other reasons for enrolling their child in a dual-language program. English-speaking parents chose their reasons for enrolling their child in a dual-language program in almost the same order as the Spanish-speaking parents. However, there are significant differences in the percentage of parents that chose those answers. For example, though the desire to see their child speak, read, and write in two languages was the top choice of both sets of parents, 94.5% of the English-speaking parents chose this answer while only 86.60% of Spanish-speaking parents chose this as their top answer. In addition, there was a significant difference between the two sets of parents when analyzing the choice of wanting their child to be comfortable relating to different people and cultures (English-speaking at 54.90% and Spanish-speaking at 63.3%) and the choice of wanting their child to be with teachers that spoke the same language (English-speaking at 25.20% and Spanish-speaking at 45%). The study ends with recommendation for practice and recommendations for further studies.

In view of the scarcity of educational marketing/public relations studies in Taiwan, particularly at the kindergarten level and the need to recruit and retain students in a highly competitive environment, this research was conducted among a sample of parents whose children attend a large private kindergarten in one of the major cities in Taiwan. Both quantitative and qualitative methods were used to collect data for this study. The objectives of the study were to find out the demographic profile of the parents whose children enrolled at the kindergarten, their information seeking patterns regarding kindergarten education, factors affecting their choice of kindergartens, and their opinion about the services of the kindergarten where their children are enrolled in the areas of curriculum, faculty, and administrative services. The research revealed that parents of the kindergarten students studied are judicious shoppers for their children's education; they shopped extensively for a kindergarten which offered the highest cost-benefit ratio. For their children, they want a kindergarten which has a kind, warm, dedicated, and highly qualified faculty. They prefer a kindergarten which not only offers a balanced bilingual curriculum but also helps their students make a smooth transition into elementary schools. The study suggests that the parents are overwhelmingly satisfied with the curriculum, the faculty, and the administration of the kindergarten where their children are enrolled.

The involvement of low-income and minority parents in their children's education is an important issue. When parents are actively involved, children tend to perform well academically. If the Mong children in California are to have a greater chance of academic success, school principals need to collaborate with Mong parents. This study investigated the strategies elementary and middle school principals use to involve Mong parents in the education of their children, obstacles they encounter, and methods they use to evaluate whether their efforts have been effective. This study also examined whether there are any differences between the strategies principals use to involve Mong parents, obstacles they encounter, and methods they employ for evaluation, based on their demographic characteristics. Data were collected through the administration of a survey. Of the 113 surveys mailed to school principals throughout California, 31.9% were completed and returned. Upon receiving the surveys, frequencies, percentages, one-sample proportion tests, and independent-samples t tests were employed to analyze the data. The results demonstrated that there were 28 strategies school principals used to involve Mong parents (e.g., 97% encouraged Mong parents to participate in the parent organization(s) at school), eight obstacles they encountered (e.g., 86% encountered the Mong parents' lack of knowledge about the school system as an obstacle to encourage the involvement of Mong parents), and nine methods they employed to evaluate their efforts (e.g., 86% used informal discussions with teachers as a method for evaluation). In addition, some of the differences between the strategies school principals used, obstacles they encountered, and methods they employed based on their demographic characteristics were identified. It is recommended that other school principals use the strategies and methods found in this study to improve their relationship with Mong parents as educational partners. It is also recommended that school principals employ a variety of methods to evaluate the effectiveness of their efforts. To increase the academic achievement of Mong children, future research is needed.