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

نوع مقاله : علمی - پژوهشی

نویسندگان

1 دانشجوی دکتری

2 استادیار برنامه ریزی آموزشی، گروه علوم تربیتی، دانشکده علوم انسانی و اجتماعی ، دانشگاه کردستان.

3 استاد دانشگاه کردستان

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 نمونه گیری هدفمند  معین شد. ابزار گرداوری داده ها شامل پرسشنامه و مصاحبه نیمه ساختار یافته می باشد. جهت تعیین پایایی مصاحبه‌ها نیز از دو روش چک اعضاء و بررسی همکار استفاده گردید. برای تحلیل متون و مصاحبه ها از روش کدگذاری باز استفاده شد. جامعه بخش کمّی شامل دانشجویان دانشگاه کردستان بود؛ تعداد نمونه، 400 دانشجو با روش نمونه گیری نسبتی است. ابزار گرداوری این مرحله شامل، پرسشنامه محقق ساخته می باشد. جهت بررسی اعتبار پرسشنامه از اعتبار صوری و محتوایی و پایایی پرسشنامه از روش آلفای کرونباخ استفاده شده است. برای تحلیل آماری داده ها 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، گویه های سنجش ارزش ویژه برند دانشگاه در دو عامل زیربنایی بیرونی و درونی طبقه بندی شد. چهار عامل؛ اعتبار علمی، شهرت، احساس و عاطفه دانشجویان به عنوان عامل های زیربنایی بیرونی و پنج عامل؛ توانمند و کارآمد سازی، امور فارغ التحصیلان، خدمات دانشجویی، زیرساخت های و بعد مالی به عنوان عامل های زیربنایی سنجش ارزش ویژه برند درونی دانشگاه دسته بندی شده است. در مرحله بعد، گویه های هر کدام از عامل ها، استخراج شده است. به طور کلی نتایج نشان داده که عامل های مذکور برای سنجش ارزش ویژه برند دانشگاه مناسب می باشند. بر این اساس لازم است که، دانشگاه در مرحلۀ اول با توجه به عامل های پیشنهادی، ارزیابی شایسته ای از برند خود داشته باشند و در مرحلۀ بعد استراتژی ارزش ویژة برند دانشگاه خود را برنامه ریزی، 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 PHD student
2 Assistant Professor of Educational Planning, Department of Educational Sciences, Faculty of Humanities and Social Sciences, University of Kurdistan.
3 Professor of Kurdistan University
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, at first, the university brand equity assessment questionnaire was designed by higher education experts of Kurdistan University and 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. Number of samples: Five experts were determined by 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 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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