A Study of the School Management and Parent's School Choices by the Cluster Analysis：The Examples of Junior High School at Long-Tan Town

• Main Authors: Lin Yu-wen, 林郁雯
• Other Authors: 盧俊成
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/82095840243570663502

碩士 === 國立臺北教育大學 === 教育經營與管理學系 === 100 === The purpose of this study is to understand the factors that affect the parents’ decisions on selecting a school for their children who are going to attend junior high schools. This study applies the cluster analysis to explore cluster different characteristics of Parent's School Choices among different clusters in order to offer an appropriate marketing strategy for school authority. The case study in this research is based on the parents of freshmen in 2012. A questionnaire was developed and distributed to the parents, 450 in all, of whom 330 responded (85%). The research instrument is “Parent's School choices considerations questionnaire” and the research method applied is descriptive statistics, cluster analysis, t-test and one way ANOVA. The conclusions were as follows：For most parents, quality of the teacher is the priority on selecting a school,such as the efficiencies and innovation in teaching, easy to communicate, and good class management. According to the questionnaire results,the parents divided into four kinds of clusters, “Achievement-oriented”, “Marketing-oriented”,Professional-oriented” and “Comprehensive oriented”. The evaluation criteria on the School Location, School Characteristics, Teachers' Professional, Student Achievement, are significantly different. Finally, the research suggested that the school should emphasis on teacher professional development, improve the quality of teachers to ensure the quality of teaching; great importance to character education, and marketing different strategy for different customer groups in order to seek for recognition of the parents and effectively market the school.