Using AHP on Evalution System for Parents’ Junior High School Selection - A Case Study of Seven Public and Private Schools in Tainan City

• Main Authors: Chen, Hsiang-Nien, 陳香年
• Other Authors: Chen, Cheng-Che
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/24bnf9

碩士 === 遠東科技大學 === 行銷與流通管理系碩士班 === 104 === 　　Because of low birth rate, educational choice of parents, and 12 years basic education, issues, such as the impact of student recruitment at public schools, the factors of parents’ school selection for children, and priorities of selection factors, would become most important topics of management strategies of junior high school. The purposes of this research include: 1. explore those school characters are valued by parents of junior high school students, and 2. explore the priorities of factors that parents mainly concern about when selecting school for their children. The participants in this research are parents of junior high school students. 100 parents have been drawn by stratified random sampling from seven schools, including public and private schools. AHP is utilized to analyze data. Based on the study purpose, literature review, and expertise validity checking, the complex factors of parents’ junior high school selection become systematically and are formed as a hierarchy diagram of four dimensions and twelve evaluation factors. Four dimensions are teaching counseling, brand marketing, organization service, and surrounding traffic. 12 evaluation factors are professional teaching qualification, creative teaching, adaptive development, student achievement, highlight specialities, marketing methods, headmaster leadership, administrative operations, functions of parents association, teaching equipment, school building, and commuting convenience. With AHP, factors are paired comparison. The results will reveal pro and con through data analysis. The results of this research are as following: (1) the most important of shool character is teaching counseling, and “professional teaching qualification” is the decisive evaluation factor; (2) the critical factors that parents concern about when selecting schools: factors in concerning dimension in descending order are: teaching-counseling, organization service, surrounding traffic, brand marketing; in evaluation factors, professional teaching qualification, adaptive development, creative teaching, teaching equipment are comparably more important than the others. The results of this research can offer those who are in this specialty field a reference to follow: 1. a reference for students and their parents when selecting schools. 2. A management direction for junior high school managers. 3. A basis of the administration authorities of education to assists schools.