| Summary: | 碩士 === 玄奘大學 === 企業管理學系碩士在職專班 === 101 === The thesis aims to explore the attitude and cognition of school marketing among elementary educational staff by studying the current situation of elementary schools in Miaoli County, and analyzing the influence of different cognition, attitude, and background of staff on school marketing.
This research was conducted by passing out the special designed questionnaires, The Attitude and Cognitive Scale of Elementary School Educational staff toward School Marketing, to the currently employed educational staff in public elementary schools within Miaoli County. 450 copies of questionnaire were distributed, and 410 copies were collected. For the collected 410 copies, 400 copies were valid, providing a 97% efficiency rate. Survey data was inputted to SPSS Windows 12.0 statistical software package, using descriptive statistics, one-way ANOVA, Scheffe's post hoc comparison method and Pearson correlation analysis and other statistical methods to conduct the analysis.
The result suggested:
1.Miaoli County elementary school educators showed better than average on
cognitive toward school marketing, and presented positive altitude.
2.Variables caused by different basic background among elementary school
educators were significant factors on cognitive toward school marketing.
3.Variables caused by different basic background among elementary school
educators were significant factors on altitude toward school marketing.
4.There were a positive correlation between the cognitive and altitude toward
school marketing.
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