Psychographics of would be teachers: Are we fishing in the right pond?
Purpose of this paper: The objectives of this research paper are to identify the psychographics of would be teacher at Universiti Pendidikan Sultan Idris (UPSI) and to determine whether student teachers at the various faculties have different psychographic profiles. Introduction: The analysis of consumer lifestyles, called psychographics, provides insights into consumer behavior. Psychographic delves into how consumers describe themselves. Psychographic is the practice of combining psychology, lifestyle, and demographics variables into the analysis. Psychographic analysis is a technique that investigates how people live, what interest them, and what they like. It is also called lifestyle analysis or AIO, because it relies on a number of statements about a person’s activities, interests, and opinions. According to the VALS™ system there are eight categories of psychographic profiles: Thinkers, Achievers, Experiencers, Believers, Strivers, Makers, Innovators and Survivors. Design/Methodology: A survey instrument, the VALS™ survey was used to gather information. The survey instrument consists of a 40-item questionnaire. Data was collected from 392 student teachers at Universiti Pendidikan Sultan Idris. ANOVA was used to determine if there are differences in psychographics profiles between students at the various faculties. Findings: Psychographic profiles of student teachers at Universiti Pendidikan Sultan Idris fell into the three categories (Strivers, Experiencers, and Achievers) and there is a difference in psychographic profiles between student teachers at the various faculties. Research limitations/implications: There are methodological limitations and generalizability limitations which need some attention. Practical implications: Academics and administrators at teacher training institutions can use this information in training teachers and ensuring diversity of psychographic profiles of teachers. Value of paper/ what is original?: Profiling of student teachers according to their psychographics. Understanding the student teachers’ psychographic profiles is a key to maintaining a high-quality recruiting campaign to replenish and expand the profession. Teacher education institution should target their recruiting efforts towards the psychographic types that would be most successful in the teaching profession.