Image Survey of King Mongkut’s University of Technology Thonburi : A Case Study of 19 Schools Nearby KMUTT

Abstract

The purpose of this research is to study mass media exposure of the students in grade 12 from general sources and from King Mongkut’s University of Technology Thonhuri (KMUTT), and to survey the current organization image of KMUTT in the opinions of the target group from 19 schools nearby KMU1T These schools have good connection with KMUTT. Data were collected by quantitatively; survey from sample size 619 students in grade 12 major in scientific—mathematics.

Observations are as follows; The degree of students’ mass media exposure from general sources is fair. The media they like to expose is television, newspaper, and radio. The degree of students’ media exposure from KMUTT is low. They have no time and think that KMUTT has few public relations activities especially on television. The students perceive good current image of KMUTT in 5 aspects from KMUTT’s 5 visions [2]. The research found that KMUTT’s image in learning university which is the first one of KMUTT’s vision is the most outstanding aspect that is committed to the search for knowledge.

There is a difference in students mass media exposure from KMUTT and current image perceiving. KMUTT should have more public relations activities to more various target groups.

Keywords : Image / Survey