Structure and Development Trends of Šiauliai University Image

Koks yra Šiaulių universiteto įvaizdžio, kitaip tariant atspindžio kolektyvinėje sąmonėje, turinys? Kokia kryptimi plėtoti universiteto įvaizdį? Kokie įvaizdžio komponentai turėtų būti labiausiai remiami? Šiaulių universitete buvo atliktas universiteto įvaizdžio tyrimas. Iš viso tyrimo imtį sudarė 852 respondentai. Pritaikius tikimybinius statistiniuis duomenų analizės metodus buvo atskleistos universiteto įvaizdžio esminės kategorijos, įvaizdžio plėtotės galimybės. Pavyko sukonstruoti universiteto įvaizdžio modelį, kuriame atsispindi stuktūra ir kryptingumas. Šis modelis gali būti taikomas ir kitų universitetų įvaizdžiui tirti, nes statistiškai validuotas teorinis-hipotetinis modelis yra orientuotas ne į Šiaulių, o apskritai į Lietuvos universitetų specifiką. Be to, validuotos, t.y. įvertintos tinkamomis, matavimo ir rezultatų požiūriu įvaizdžio kategorijosWhat is the content of Šiauliai University image, or in other words, the reflection in collective consciousness? Which direction to choose while developing the image of the university? What components of the image should be supported most? Respectively, having problematic issues defined, the competitiveness of the university is the object, and university image is the subject of this research. The aim of this research is to reveal the content of Šiauliai university image and to set the directions for the image formation. The total sampling scope of the research is 852 respondents. The potential university users - pupils from higher grades - are dominating in the sampling. With a reference to analogical researches, accomplished by foreign authors as well as the university statute, the theoretical hypothetical model of Šiauliai university image was designed. The model was comprised of three branches: the first – Studies and science; the second – Information, concerning ŠU and promotion; the third – Relations, modernity and regional peculiarities. The branches were respectively constructed from 22 composite image categories (e.g. the university and the town, quality of studies, the level of modernity of ŠU and etc.). Each of the 22 categories was based on at least several indicators, according to which, the content of the category and the direction could be determined. Following the constructed theoretical-hypothetical model, the standardised questionnaire was prepared and was designed for answering the questions in written form. Questions were formulated following one of the most reliable stereotypes-opinions estimation methodologies, or so-called Osgood’s semantic differential. Reliability and respectability of measuring the image categories were proved using statistical methods. The university image model, which reflects the structure and direction, was successfully constructed.[...]Šiaulių universiteta