Barreras a la educación universitaria on-Line: Hacia una mejor comprensión desde una optica de marketing

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This study applies a maketing approach to the study of a new learning method based on the Internet use and the development of on-line courses. The study is focused on the student's motivations, perceived advantages and disadvantages of internet-based learning by analysing those factors inducing the choice of attend on-line programs, and those other factors that discourage students from following this kind of programs. Moreover, this paper investigates the perceptions about the comparative efficacy of on-line versus off-line master programs, examining differences by population sectors. Given the research objetives, the data were collected from a random selected sample using a representative panel of Spanish internet users.