تحلیل عاملی اکتشافی عوامل سنجش ارزش ویژه برند دانشگاه: مطالعه دانشگاه کردستان

نوع مقاله : علمی - پژوهشی

نویسندگان

1 دانشجوی دکتری تخصصی برنامه ریزی توسعه آموزش عالی، گروه علوم تربیتی، دانشکده علوم انسانی و اجتماعی، دانشگاه کردستان، کردستان، ایران

2 دانشیار برنامه‌ریزی آموزشی، گروه علوم تربیتی، دانشکده علوم انسانی و اجتماعی، دانشگاه کردستان، کردستان، ایران

3 استاد برنامه‌ریزی آموزشی، گروه علوم تربیتی، دانشکده علوم انسانی و اجتماعی، دانشگاه کردستان، کردستان، ایران

10.52547/MPES.14.1.185

چکیده

هدف: هدف اساسی پژوهش حاضر تحلیل عاملی اکتشافی عوامل سنجش ارزش ویژه برند دانشگاه کردستان است. پژوهش در دو مرحله طراحی پرسشنامه ارزش ویژه برند و تحلیل عاملی با حداکثر درست نمایی انجام شده است. به این صورت که در ابتدا پرسشنامه سنجش ارزش ویژه برند دانشگاه توسط خبرگان آموزش عالی دانشگاه کردستان طراحی و در مرحله بعد با استفاده از دیدگاه دانشجویان دانشگاه کردستان، به تحلیل عاملی اکتشافی آن پراخته شده است.
مواد و روش‌ها:پژوهش حاضر از نظر هدف، کاربردی و از نظر روش، پژوهشی آمیخته از نوع اکتشافی متوالی، ابتدا کیفی و بعد کمّی است. جامعه پژوهش در بخش کیفی، خبرگان حیطه آموزش عالی دانشگاه کردستان بود. تعداد نمونه، پنج خبره با روش نمونه‌گیری هدفمند معین شد. ابزار گردآوری داده‌ها شامل پرسشنامه و مصاحبه نیمه‌ساختار یافته می‌باشد. جهت تعیین پایایی مصاحبه‌ها نیز از دو روش چک اعضاء و بررسی همکار استفاده گردید. برای تحلیل متون و مصاحبه‌ها از روش کدگذاری باز استفاده شد. جامعه بخش کمّی شامل دانشجویان دانشگاه کردستان بود؛ تعداد نمونه، 400 دانشجو با روش نمونه‌گیری نسبتی است. ابزار گردآوری این مرحله شامل، پرسشنامه محقق ساخته می‌باشد. جهت بررسی اعتبار پرسشنامه از اعتبار صوری و محتوایی و پایایی پرسشنامه از روش آلفای کرونباخ استفاده شده است. برای تحلیل آماری داده‌ها از روش تحلیل عاملی اکتشافی به روش حداکثر درست بینی استفاده شده است.
بحث و نتیجه‌گیری: نتایج مرحله اول پژوهش 87 گویه برای سنجش ارزش ویژه برند دانشگاه پیشنهاد شد. هم‌چنین، در مرحله دوم، گویه‌های سنجش ارزش ویژه برند دانشگاه در دو عامل زیربنایی بیرونی و درونی طبقه‌بندی شد. چهار عامل؛ اعتبار علمی، شهرت، احساس و عاطفه دانشجویان به‌عنوان عامل‌های زیربنایی بیرونی و پنج عامل؛ توانمند و کارآمدسازی، امور فارغ‌التحصیلان، خدمات دانشجویی، زیرساخت‌های و بعد مالی به‌عنوان عامل‌های زیربنایی سنجش ارزش ویژه برند درونی دانشگاه دسته‌بندی شده است. در مرحله بعد، گویه‌های هر کدام از عامل‌ها، استخراج شده است. به‌طور کلی نتایج نشان داده که عامل‌های مذکور برای سنجش ارزش ویژه برند دانشگاه مناسب می‌باشند. بر این اساس لازم است که، دانشگاه در مرحلۀ اول با توجه به عامل‌های پیشنهادی، ارزیابی شایسته‌ای از برند خود داشته باشند و در مرحلۀ بعد استراتژی ارزش ویژة برند دانشگاه خود را برنامه‌ریزی، اجرا و پیگیری نماید.

کلیدواژه‌ها

عنوان مقاله [English]

Exploratory Factor Analysis of Measuring Factors to Specific Brand Value of University Brand: A Case Study of Kurdistan University

نویسندگان [English]

  • Ali Keshavarz zadeh 1
  • Khalil Gholami 2
  • Nematollah Azizi 3
1 Ph.D. Student of Higher Education Development Planning, Department of Educational Sciences, Faculty of Humanities and Social Sciences, Kurdistan University, Kurdistan, Iran
2 Associate professor of Educational Planning, Department of Educational Sciences, Faculty of Humanities and Social Sciences, Kurdistan University, Kurdistan, Iran
3 Professor of Educational Planning, Department of Educational Sciences, Faculty of Humanities and Social Sciences, Kurdistan University, Kurdistan, Iran
چکیده [English]

Objective: The main purpose of this study is exploratory factor analysis of factors measuring the brand equity of Kurdistan University. The research was conducted in two stages: designing a brand equity questionnaire and factor analysis with maximum likelihood. In this way, the equity assessment questionnaire for the university brand was first designed by higher education experts of Kurdistan University. In the next stage, using the perspective of Kurdistan University students, its exploratory factor analysis was prepared.
Materials and Methods: In terms of purpose, the present study is applied and in terms of method, it is a mixed research of successive exploratory type, first qualitative and then quantitative. The research community in the qualitative department was experts in the field of higher education at Kurdistan University. The number of samples: Five experts were determined by the purposive sampling method. Data collection tools include questionnaires and semi-structured interviews. To determine the reliability of the interviews, two methods of member check and peer review were used. Open coding method was used to analyze the texts and interviews. The community of the quantitative section included students of Kurdistan University; The number of samples is 400 students by relative sampling method. The collection tools of this step include a researcher-made questionnaire. To evaluate the validity of the questionnaire, face and content validity and reliability of the questionnaire were used by Cronbach's alpha method. For statistical analysis of data, exploratory factor analysis using the maximum likelihood method has been used.
Discussion & Conclusion: The results of the first phase of the study were 87 items to measure the brand equity of the university. Also, in the second stage, the items measuring the university brand equity were classified into two external and internal underlying factors. Four factors; Students' academic credibility, reputation, feeling and emotion as external underlying factors and five factors; Empowerment and efficiency, alumni affairs, student services, infrastructure and financial dimension are categorized as the underlying factors of measuring the intrinsic brand equity of the university. In the next step, the items of each factor are extracted. In general, the results show that these factors are suitable for measuring the brand equity of the university. Accordingly, it is necessary for the university in the first stage to have a proper evaluation of its brand according to the proposed factors, and in the next stage to plan, implement and follow the special value strategy of its university brand.

کلیدواژه‌ها [English]

  • factor analysis
  • exploratory
  • measurement
  • brand equity
  • university
  • Kurdistan

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