dc.contributor.author | Sittisak, Hathaikarn | en_US |
dc.date.accessioned | 2018-08-16T10:24:45Z | |
dc.date.available | 2018-08-16T10:24:45Z | |
dc.date.issued | 2018-08-16 | |
dc.identifier.uri | http://repository.rmutp.ac.th/handle/123456789/2691 | |
dc.description | วิทยานิพนธ์ (บธ.ม.) -- มหาวิทยาลัยเทคโนโลยีราชมงคลพระนคร, 2559 | en_US |
dc.description.abstract | This study was aimed to examine the marketing mix factors affecting the
decision to study at the Doctor of Business Administration Program of Rajamangala
University of Technology Phra Nakhon graduate students. 287 samples used in this
study were students attended the program during 2006 – 2014. The data were
collected by a questionnaire and analyzed by mean, standard deviation (S.D.),
Pearson’s Product Moment Correlation Coefficient, regression analysis, and Binary
logistic regression analysis.
The research showed that marketing mix affecting the decision to study at the
Doctor of Business Administration Program of Rajamangala University of Technology
Phra Nakhon graduate students in the overall were high at statistically significant of
0.05 level, including the personnel (People) and the image of the university (Product)
with a mean of 4.16, followed by the physical image (Physical) of 4.14. The marketing
mix factors that influenced the students’ decision making to study for a PhD. degree in
Doctor of Business Administration Program MBA students with the following prediction
equations Logit = 5.371-1.604 (Product) -0.073 (Price) -0.339 (Place) -0.481
(Promotion) + 0.189. (People) + 1.122 (Process) - 0.139 (Physical). The independent
variables that affected the decision making included the image of the university
(Product) in terms of the instructor qualifications and their academic quality as required
by the market, the reputation of the university known and recognized for its curriculum
diversity and the high ranking. Also, the university extracurricular activities were as well
accepted in accordance with the requirements such as the study abroad and
academic progress over time. However, if interested people had received negative
information about the university, they would have been uninterested to further their
study for a PhD. degree in Doctor of Business Administration Program | en_US |
dc.description.sponsorship | Rajamangala University of Teehnology Phra Nakhon | en_US |
dc.language.iso | th | en_US |
dc.subject | business administration | en_US |
dc.subject | administration program | en_US |
dc.subject | graduate students | en_US |
dc.subject | การบริหารธุรกิจ | en_US |
dc.subject | โปรแกรมการบริหาร | en_US |
dc.subject | นักศึกษาบัณฑิต | en_US |
dc.title | Factors affecting the decision to study at the doctor of business administration program of Rajamangala University of Technology Phra Nakhon graduate students | en_US |
dc.title.alternative | ปัจจัยที่ส่งผลต่อการตัดสินใจศึกษาต่อระดับปริญญาเอก หลักสูตรบริหารธุรกิจดุษฎีบัณฑิต ของนักศึกษาปริญญาโท มหาวิทยาลัยเทคโนโลยีราชมงคลพระนคร | en_US |
dc.type | Thesis | en_US |
dc.contributor.emailauthor | arit@rmutp.ac.th | en_US |