| Description |
The perceived image of a corporation can greatly influence its ability to achieve its goals and missions (Gregory, 1991). Similarly, in a political environment such as a university, perceived image can also influence an academic department's ability to achieve its goals and missions such as student recruitment and research recognition. As such it seems important for an academic unit to be constantly aware of its perceived image. Therefore, the purpose of this project was to assess the perceived image of the University of Utah's Department of Exercise and Sport Science (ESS). To begin the process of such an image identification project preparatory interviews were conducted with sixteen university professors. From these interviews the following research hypotheses were formulated. First, ESS research is trivial. Second, ESS curriculum is centered on the acquisition of sport skills. Third, ESS students are poorly motivated. Fourth, ESS students possess poor academic skills. Fifth, regular physical activity is a major determinant of health. To further assess these perceived images a self administered questionnaire was designed and mailed to all faculty members and administration on the University of Utah campus. In addition to questions designed to test the above hypotheses, demographic information was also included to aid with descriptive statistical analysis. Upon return of the questionnaires, the data were complied and analyzed using a variety of statistical tests. Upon analysis, the Z-test results suggest that the Department of Exercise and Sport Science has a fairly positive image among those who responded to the survey. However, the image of the department significantly varies among individuals with different academic backgrounds. |
