STUDENT PERCEPTION ANALYSIS OF VALUE IN DISTANCE EDUCATION SERVICES

The objective of this exploratory article is to study the meaning of value on distance education services in the student perspective. The means-end theory has was applied, aiming at determining the student behavior, so the linkages are hierarchically represented between the attributes (A), consequences (C) and values (V). In order to properly support this study, it was used the laddering technique. The used sample was 36 questionnaires applied to distance post-graduate students on Public Administration, a course offered by Castelo Branco University (UCB) on partnership with the Teaching and Research Department of the Personnel Studies Center of the Brazilian Army (DEP/CEP/EB). The results include the presentation of a hierarchic value map, where the following dominant chain elements can be identified: Instructional Material (as attribute), Learning (as use consequence) and Professional Development and Personal Development (as values).