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Document Number: 10915

What Parents Want: Education Preferences and Trade-Offs (A National Survey of K-12 Parents) - A diverse group of 2,000 parents nationwide were surveyed in an attempt is to segment U.S. parents into distinguishable groups. Parents' must-haves did not vary greatly, but some demographic differences emerged: white parents were more concerned about their children developing good study habits than African American or Latino parents, but less concerned about acceptance into a top-tier college than Latinos and African Americans. The goal of developing "strong critical thinking skills" had a nearly direct correlation with income-the higher the income, the higher the priority. Market "niches" also were identified. (Editors Dara Zeehandelaar and Amber M. Winkler, Thomas B. Fordham Institute, August 2013)...


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