| Summary: | 碩士 === 大葉大學 === 事業經營研究所碩士在職專班 === 97 === The goal of study is aiming at the documentary research of the key facts which have been influenced the choice of textbook by senior high and professional school teachers through the application of the method of analytic hierarchy process (AHP).
To choose the evaluation standard through the hierarchy structure which is built by AHP. In the first place, to calculate the priority value of fact hierarchy. Then under the assessment standard to evaluate the comparison matrix in pairs. Finally, summarizing the comparison via the wholly relative advantage priority in order to reach the goal of selecting the critical facts. By way of another consistent assessment for the purpose of researching if the fact standard is available between the tolerance of deviation value.
The resulting study to be found as follows:
1. Under the consideration of products, the content of textbook is the prime thought by teachers; under the consideration of prices, the discount fact is the main selection; under the consideration of promotions, the seminar is the priority, under the consideration of services, the peripheral of products is the major to care about.
2. Concerning the whole facts, the textbook content, brand image, brand royalty and author are ranked as the front four items by teachers which are all under the consideration of products. The main reason is that the selection of textbook by teacher is not influenced by others and the teacher is mainly concerned about the context of products which is regarded as the influence of their teaching evaluation and reputation . Under the circumstance, their priority gives undue emphasis to the above four standard items under the consideration of products.
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