by David Safier
[*Source of "87% bunkum" figure: I pulled it out of my own head.]
The for-profit, publicly traded online education corporation, K12 Inc., expends a great deal of effort recruiting new students. With a "churn rate" (students who leave each year) close to 33%, it has to replace a third of its students every year just to stay even, and it also needs to grow to make a profit. The corporation is known for resorting to all kinds of high pressure, deceptive practices to lure and keep students — the kind of behavior that makes me question whether K-12 Inc. has the ethical integrity needed to educate students successfully.
I recently ran across an online ad for Arizona Virtual Academy that proclaims, "96% satisfaction rating* from parents." See that asterix in the statement? Follow it to the bottom of the page and you find, "*Source: K-3 Experience Survey, TRC."
The survey by TRC Market Research, which advertises it tailors its research to meet a company's needs, only includes parents of very young children, not the entire K-12 population of the schools, something you only learn by reading the fine print no one reads. It's likely parents of younger children are going to find the online environment more satisfactory than parents who have to take responsibility for the education of their older children. But even so, it's hard for me to believe, with a churn rate of 33% — probably lower for the early grades — only 4% of parents would be dissatisfied. There had to be a far larger number of unhappy campers.
That 96% satisfaction figure has an interesting history in K12 Inc. literature. More below the fold.