| Summary: | 碩士 === 輔仁大學 === 教育領導與發展研究所 === 99 === A STUDY ON THE PERCEPTION OF THE CURRENT STATUS AND THE IMPORTANCE OF SCHOOL MARKETING STRATEGIES FOR THE PARENTS IN JUNIOR HIGH SCHOOLS IN NEW TAIPEI CITY
YANG, HUI-CHEN
ABSTRACT
The purpose of the study is to investigate the current status and the importance of school marketing strategies for the parents in junior high schools in New Taipei City. It is to understand the difference in the current status and the importance in parents’ perception of school marketing strategies by a self-designed questionnaire. It also analyzes the difference in the current status and the importance of school marketing strategies among different parents’ backgrounds. The objects of the study are the parents in junior high schools in New Taipei City. There were 836 copies of questionnaire sent out and with 754 valid returns at response rate of 90.19%. The following statistical methods were adopted to analyze the data collected by the questionnaire survey, such as number distribution, percentage average, standard deviation, independent sample t-test, one-way ANOVA, independent paired t-test, and I.P.A. analyzed.
The main conclusions of the study are as follows:
1. The perception of the current status of school marketing strategies for the parents in junior high schools in New Taipei City is at medium-high level, and the highest of the compositions is the price.
2. The parents in junior high schools in New Taipei City maximize school marketing strategies, and the highest of the compositions is the place.
3. Parents’ degree and school size show significant differences in their perception of the current status of school marketing strategies.
4. Parents’ gender , parents’ age, parents’ degree, participating in schools , and school size show significant differences in their perception of the importance of school marketing strategies.
5. The perception of the importance of school marketing strategies is higher than the perception of the current status of school marketing strategies.
6. The highest of I.P.A. analyzed is personnel.
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