THE BRAND INDEX AND THE HAPPINESS INDEX IN THE CONTEXT OF THE ACTIVITIES OF THE YESENOV UNIVERSITY

THE PURPOSE OF THE STUDY:

  • to determine the state of the main indicators of the university’s image, such as the “brand index” and the “happiness index” of Yessenov University and identify the optimal set of tools for the effective development of the YU brand.

THE OBJECT OF THE STUDY:

  • YU students, YU teaching staff, YU graduates, parents of YU students, representatives of YU partner organizations (representatives of business structures, government agencies and NGOs), students of the graduating classes of secondary schools of the Mangystau region, the population of the Mangystau region.

RESEARCH OBJECTIVES:

  • – Define general ideas about the YU brand

     

  • – Determine the motivation for choosing YU for training and collaboration

     

  • – To study the level of satisfaction with YU’s educational and partner programs

     

  • – To determine the level of university welfare provision for teaching staff and students

RESEARCH PROFILE:

  • The research is conducted using qualitative and quantitative methods (questionnaires, focus groups) to collect empirical information.

     

  • Empirical data processing and analysis will be performed using the capabilities of the statistical and mathematical package IBM SPSS Statistics (version 22.0). Statistical analysis includes the analysis of linear (one-dimensional) distributions of respondents’ responses to the questionnaire questions and a two-dimensional (paired) analysis of the relationship between the studied features.

BASIC CONCEPTS OF RESEARCH:

  • Yessenov Brand Development Index (Yessenov Brand Development Index) is an indicator that allows you to assess the level of development/strength of the brand among representatives of target audiences.

     

  • Yessenov Happiness Index (Yessenov Happiness Index) is a combined indicator reflecting the level of well-being provided by the university to students, employees and teaching staff.

NAVIGATION SECTIONS OF THE STUDY:

  • The volume of a sample of qualitative and quantitative measurements;
  • General statistical results of the study for the 2023-2024 academic year.

THE VOLUME OF THE SAMPLE OF QUANTITATIVE
MEASUREMENT (QUESTIONNAIRE)

STATISTICAL REPORT "BRAND AND HAPPINESS INDEX"