Abstract
This article explores parental preferences for child care service providers according to parents’ high/low-income status. While government child care assistance programs are intended to support low-income parents, parents are challenged to find desirable service options. Multisource pilot research suggested distinct attributes and levels of parents’ preferences: staff, facilities, fees, programs, and convenience. Datawere collected from152 parents using 13 child care facilities in Canada, and were analyzed using conjoint analysis. Results suggest that consumer preferences can be explained by these attributes, and that the preferences of low-income parents differed from those of high-income parents, particularly regarding price and convenience.