Evidence-based communication: a necessary prerequisite for management of continuous professional development
Summary. Aim — to develop measures to increase the competitiveness of continuous professional development services based on the study of learners’ needs, taking into account their socio-demographic and behavioral characteristics. Object and methods. The answers of 1768 author’s questionnaires are analyzed. Using one-way analysis of variance (ANOVA) statistically significant features of subgroups of people who are willing and unwilling to pay for educational services. Results. The described differences in consumers’ assessment of different characteristics of educational services can be largely explained by the difference in the motivational sphere of consumers, where people who are willing to pay are more result-oriented, and people who are not willing to pay — are more process-oriented. Also, those who are willing to pay are likely to have a clearer picture of the desired outcome, which leads to a greater willingness to make a quick decision. Conclusions. It was found that willing to pay respondents to focus on one-week full-time and part-time cycles with a distance component prefer the factors of cycle efficiency and prudence, and consider the factor of cycle availability less important (p<0.05). The proposed changes should be implemented at all levels of the institution. To ensure effective systemic communication with consumers of educational services, it is rational to take communication training courses for all employees of higher education institutions.
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