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RESEARCH PRESENTATION

WIN WIN

Background• 1969, initially originated as Assumption Commercial College,

later changed to Assumption School of Business.

• 1972, it was officially established as Assumption Business Administration College or ABAC.

• 1990, Ministry of University Affairs granted a new status as "Assumption University" with the message of “The First International University of Thailand”.

Not enough

Media choices for targets to do Information Search

Having low recognitionTowards Students’

perception

Decision factors for choosing International

University

Hypothesis

Research Objectives1) To study the Influencing Media among High School and

AU Students.

2) To explore the High School and AU Students’ Perception towards Assumption University.

3) To discover the Decision Making Factors in choosing International University.

AU Students

*150

Research Methodology

Non-Thai*30

Public

*150 Vocational

*50

Private*150

* Number of Respondents- Concentrate more on High School Students to know their perception

of Assumption University

QUANTITATIVE Research

High School Students

*350

Students

*500

Thai

*12012 from 10 faculties

Private Interviewee

*5

Research Methodology

AU Students

High School Students

* Number of Respondents- Learn more about the insights by using in-depth interview

Public Interviewee

*5

Thai Interviewee

*5

Non-Thai Interviewee

*5

QUALITATIVE Research

Students

Research Findings

Hi! I’m a High School Student

Nice to meet you! I’m AU Student

• Sincere and Credible Influencers

• Reliable Testimonials

• Interactive media with Worldwide information

Research FindingsMedia Choices for Information Search

* Based on qualitative research

TV9% Newspaper

5%

Exhibition9%

Radio2%

Magazine8%

Internet31%Print Ad

13%

Influencer23%

University Information Channel

N=500

1st

2nd Channels used most are Internet and Influencers

• Beautiful Buildings

• Suitable Atmosphere for

Learning

• High Reputation

• Excellent in English

Research FindingsStudents’ Perception - Assumption University


Students’ Perception - Assumption University

N=500

Perceived as a High Reputation University with

Beautiful Buildings and Suitable Atmosphere for

Learning1st

2nd3rd

• Friendly

Research FindingsStudent’s Perception - Assumption University Students

• Proficient in English

• Well-Rounded

• Prosperous

• Enthusiasti

c•

Professional• Work

Competently


Students’ Perception - Assumption University’s Students

Prosperous28%

Fluency in English26%

Studious4%

No intension to join Public university

24%

Expert2%

Didn't pass the admission exa

13%

International students3%

N=500

Highly perceived in Prosperous and

Proficient in English

1st

2nd

Research FindingsFactors in Choosing International University

• Reputation of University

• Courses’ Concentratio

n

Management Based (Match with Students’ Interest)


The Factors in selecting International University

Transportation7%

Ease of Faculty Selection

16%

Courses' Concentration

33%

Variety of Courses Offered

14%

Reputation30%

N=500

1st

2ndFactors concerned most

are Courses Concentration and

Reputation.

• Reputation

• Management

Based

• Beautiful Campus

• Fluency in English

• Professional Skills

Media Channel

Perception

Decision Factors

Highlight on Conclusion

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Education