Over the last half century Australia has experienced a noticeably accelerated rate of technological change which, according to predictions, will continue into the foreseeable future. This country's Commonwealth Government has attempted to initiate systemic policy designed to accommodate change and enhance the living standards for all segments of society. Programs including award restructuring, retraining, and multi-skilling are intended to be translated into operational functions at a state level. Educational institutions play a critical role in the local level delivery of these programs. One such institution is the Technical and Further Education (TAFE) organisation in Queensland.
The recent change in direction of state Government in Queensland has provided the opportunity for TAFE to consolidate its functions via the intended formation of a Commission in early 1991. This change in organisational and functional structure necessitates the formulation of strategic plans relevant to the Commission in the twenty-first century. Part of the strategic planning process is not only an indication of the future activities of TAFE, but should also identify the perceived role of the organisation at present. This information will then form the basis of future marketing and associated strategies for the Commission.
The objective of this report is to construct a survey instrument which measures public perceptions of TAFE. There are thirty-one Colleges of TAFE in Queensland and a Statewide examination of public perception is beyond the scope and resources of this report. Eleven of the Colleges are located in the Brisbane metropolitan area and the survey instrument devised relates directly to that catchment area. It would be naive to suggest that one survey instrument is appropriate for all regional Colleges, however it is envisaged that only minor modification is necessary to measure public perceptions in each College district.
This report contains eight chapters. The introduction briefly outlines pertinent background information and relevance, scope, objectives and use of the research. Chapter two is a literature review designed to give theoretical credibility and derived models for the research. Chapters three and four describe the methodology for, and results of focus group interview preliminary market research techniques. Chapters five and six pertain to the construction and testing of the derived survey instrument. Chapter seven recognises limitations of the research and chapter eight draws conclusions of the research.