Confirmatory Factor Analysis of Strategic Communication Model for Educational Administrators under the Administration of the Office of Basic Education Commission
Kokiat Raethong, D. Thawinkarn, Jatuphum Ketchatturat, Keow Ngang Tang
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Abstract
This research was designed to investigate the components and indicators of educational administrators’ strategic communication for the Office of Basic Education Commission in Thailand. The researchers employed a quantitative method survey design using questionnaire as research instrument. They conceptualized strategic communication components and indicators by analyzing documents and past studies to develop a strategic communication model. The measurement model tested the goodness of fit of the identified components and indicators for strategic communication with the empirical data. The results indicated that a total of 20 indicators resulting from the six components in a strategic communication model of educational administrators were found in parallel with the empirical data.
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