This study explores the factors that influence parents’ choice of early education and care in a local authority with high levels of deprivation. A questionnaire survey, which generated both quantitative and qualitative data, provides an insight into parents’ views.
The study focuses on parents using their child’s entitlement to fifteen hours of free early education, in the private and voluntary sectors.
Findings show that the main factor influencing choice is location, followed by staff attitudes and behaviours, reputation and the free entitlement. Sources of information include word-of-mouth recommendations and the internet.
The study identifies the importance of parental engagement, with access to staff fundamental to the involvement of parents. The exchange of information helped to build relationships based on trust and co-operation which influenced parents’ satisfaction levels with the quality of both early education and care
