Universities in Poland in the eyes of public opinion – current state and expectations in light of research

- Michał Grech, Ph.D.

This paper presents the most important conclusions from public opinion polls and knowledge about Polish universities. The poll was conducted by direct survey in respondents’ homes. The survey was carried out on a representative sample of 1135 inhabitants of Poland at the end of 2011 and at the beginning of 2012. The survey was conducted using a specially prepared questionnaire containing mainly open questions, focusing on the knowledge and opinions of the surveyed concerning Polish universities. Due to the lack of comparable research concerning Polish universities, the survey presented here is the first attempt to empirically respond to certain scientific questions. The achieved results show both the current image of a „university” among the population of inhabitants of Poland and the expectations, as well as open and hidden determinants of the perception of universities – especially those assessed negatively and positively. The image is topped with the reconstruction of the idea of a perfect university. The analysis of the data collected highlights a few dimensions on which universities are perceived. These dimensions are systemic in character. On the basis of analysis of the results achieved an attempt was made to highlight possible directions of development for universities in Poland, paying particular attention to the aspect of communication and marketing.

Michał Grech,Ph.D. – author studied culture sciences and linguistics, works as a lecturer at the Institute of Journalism and Social Communication of the University of Wrocław, editor of „Communication Design Magazine”. Specialized in research and planning communication and image of companies and institutions, especially schools and public institutions. Since 2005 he has been working on research concerning the image and communication of higher education institutions.

Available in Open Access
Article published in Transactions of the Institute of Aviation No 227/2012
 
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