Šiaulių miesto mokyklų įvaizdžio formavimo kryptingumas
LTStraipsnyje pateikiamas tyrimas, kuriame analizuojamas Šiaulių miesto mokyklų įvaizdžio formavimo kryptingumas. Faktorinės analizės metodu atskleista mokyklos įvaizdžio struktūra. Nustatyta, kad stipriausi faktoriai mokyklos įvaizdžio struktūroje – mokyklos mikroklimatas ir švietimo paslaugų kokybė. Išskirtos mokyklos pasirinkimą lemiančių veiksnių kategorijos. Statistiškai stipriausia mokyklos pasirinkimą sąlygojančių veiksnių kategorija – mokyklos fizinė aplinka.
ENIn the article the survey is presented, it analyzes image of single-mindedness formation in Šiauliai schools. The questionnaire was used to collect the research data, and Likert scale (total rating method) was used to assort information. The respondents were asked to evaluate each statement of the questionnaire from "Absolutely Yes" (1 point) to "Absolutely Not" (5 points). 387 respondents participated in the survey. A factorial analysis method disclosed the structure of a school image, which consists of microclimate of a school and the quality of education services, school values, visual identity and communication components. It was found out that the strongest factors (17,4% dispersion) in the structure of a school image are as follows: microclimate of a school and the quality of education services, which integrated microclimate of a school, culture and its spreaders, quality of education service and diversity. We can state that subjective evaluation of teachers revealed the treatment of education service organization as fair and meaningful. The second factor was school values, which, on the theoretical point of view, are considered to be as the basis of image formation. It reflects 13,5% of total opinion of the dispersion. It showed that school values, according to the respondents, are a significant part in the image structure. The third factor of a school's image structure is communication of visual identity (13,3% dispersion), which integrated visual representation measures of a school: symbolism, slogan of a school, the gamut of colours, name of a school and its image in the district.The analysis of internal and external image revealed that the structure components of a school image are situated analogically. The factorial analysis, which was done using the main components method as VARIMAX rotation, allowed distinguishing the determinants of school choice categories. Statistically, the strongest school's choice would lead to the category of factors (on student's parents and teachers point of view) such as physical school environment, which integrated the internal and external school environment and its material facilities. Therefore, we can claim that the choice of a school is strongly influenced by first impressions. The quality of education service and microclimate is the second factor, which represents the substance of a school as an education service organization. This category reflects that the choice of a school determines high level of education, teachers' competences, good relationships with teachers, students' interpersonal communication and safety of environment. The third factor is visual identity which integrated the material aspects of the image is symbolism of the school, its website, uniforms and all communication methods of these elements. The fourth factor formed meaningfully that it is the reputation of a school. It is formed over a long period of time and it is hard to change while rating a school in society. That is why, it is logical that friends, acquaintances form the reputation of a school or personal experience, also it depends on the prestige of a school, district and image of the school.
