The Comparative Study of Current and Desirable Image of Faculty of Liberal Arts, Panyapiwat Institute of Management

Abstract

The research article consisted of the following objectives: 1) to investigate the current and desirable images; and 2) to compare the current and desirable images of Faculty of Liberal Arts, Panyapiwat Institute of Management. The study used a mixed-methods approach, with qualitative research conducted with key informants who were deans in the Faculty of Liberal Arts. The data were collected using an interview form. The quantitative research was conducted with key informants who were stakeholders in the Faculty of Liberal Arts at Panyapiwat Institute of Management, including 1) 182 current students, 2) 169 alumni, and     3) 49 entrepreneurs, for a total of 400 persons. The tool used was an online questionnaire form inquiring about current and desirable images for the Faculty of Liberal Arts at Panyapiwat Institute of Management. The data collected were examined using the following methods:      1) descriptive; 2) inferential by percentage, mean, standard deviation, interpretation, p-value, and statistical significance; and 3) component analysis.

From the study, the following results were found: 1) From the perspective of stakeholders, the Faculty of Liberal Arts at Panyapiwat Institute of Management has different current and desirable images; and 2) After comparing the current and desirable images of the Faculty of Liberal Arts, each group of stakeholder has opinion level toward each aspect of image at a very high level. In terms of current image, alumni and entrepreneurs have the most positive perceptions of personnel, while current students have the most positive perceptions of graduate quality. Furthermore, all groups want the Faculty of Liberal Arts to have an even more desirable image, with current students as well as alumni expressing a preference for an international image and entrepreneurs for an image centered on innovation.