University–Community Engagement: An Analysis of Expectations and Needs for Academic Services in Communities of Pathum Thani Province and Surrounding Areas by the Faculty of Mass Communication Technology, Rajamangala University of Technology Thanyaburi
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Abstract
This study aimed to investigate the expectations and needs of communities regarding academic services provided by the Faculty of Mass Communication Technology, Rajamangala University of Technology. The sample consisted of 414 participants who engaged in academic service activities across 23 projects in five provinces: Pathum Thani, Nakhon Nayok, Prachin Buri, Chachoengsao, and Sa Kaeo. A simple random sampling technique was employed. Data were collected using a questionnaire and interviews, utilizing a mixed-methods research design. Qualitative data were analyzed using content analysis, quantitative data were examined using descriptive statistics, including percentages, means, and standard deviations. Expectation variables were measured on an ordinal scale, and needs variables on a categorical scale. Therefore, non-parametric statistical methods—namely, Kruskal-Wallis and Chi-square tests—were employed at a significance level of 0.05. The results revealed that expectations concerning knowledge and understanding varied significantly by age group, particularly between individuals aged 21–30 and those aged 41–50. Technological problem-solving needs also differed based on age and education level, with participants aged 61 and above expressing the highest level of need, while those with a bachelor's degree reported the lowest. These results highlight strategic directions for the faculty’s academic services aligned with the university’s mission, particularly in transferring knowledge related to media design, strategic communication, and the development of community-contextualized products. The findings are consistent with the concept of measuring social return on investment. Policy recommendations include designing activities that align with target group characteristics, enhancing communication tools used in service activities, and establishing collaborative evaluation systems with communities to promote the effectiveness and sustainability of academic services.
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1. กองบรรณาธิการสงวนสิทธิ์ในการพิจารณาและตัดสินการตีพิมพ์บทความในวารสาร
2. บทความทุกเรื่องจะได้รับการตรวจสอบทางวิชาการโดยผู้ทรงคุณวุฒิ แต่ข้อความและเนื้อหาในบทความที่ตีพิมพ์เป็นความรับผิดชอบของผู้เขียนแต่เพียงผู้เดียว มิใช่ความคิดเห็นและความรับผิดชอบของมหาวิทยาลัยศรีปทุม
3. การคัดลอกอ้างอิงต้องดำเนินการตามการปฏิบัติในหมู่นักวิชาการโดยทั่วไป และสอดคล้องกับกฎหมายที่เกี่ยวข้อง
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