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European Journal of Educational Studies 2(2), 2010REFERENCESBerman, Paul Schiff (2002), The Globalisation of Jurisdiction, University of Pennsylvania Law Review, Vol. 151, No. 2, Pp.311-345Bloor, Michael and Wood, Fiona (2006), Keywords in Qualitative Research: A vocabulary of research concepts, London:Sage Publications Ltd.Cabrera, Luis (2005), The Cosmopolitan Imperative: Global Justice through Accountable Integration, The Journal of Ethics,Vol. 9, No. 1/2 , Current Debates in Global Justice, Pp. 171-199Cooley, Alexander (2003), Thinking Rationally about Hierarchy and Global Governance, Review of International PoliticalEconomy, Vol. 10, No. 4, Pp. 672-684Dennis, Alan; Wixom, Barbara Haley and Tegarden, David (2002), Systems Analysis and Design: An object-orientedapproach with UML, USA: John Wiley and Sons, Inc.Harvey, Lee and Stensaker, Bjorn (2008), Quality Culture: Understandings, Boundaries and Linkages, European Journal ofEducation, Vol. 43, No. 4, Pp. 427-442Hogwood, Brain W. and Gunn, Lewis A. (1984), Policy Analysis for the Real World, New York: Oxford University PressInc.Kendall, Kenneth, E. and Kendall, Julie, E. (2002), Systems Analysis and Design, Fifth Edition, USA: Prentice Hall.Lele, Uma and Gerrard, Christopher (2003), Global Public Goods, Global Programmes, and Global Policies: Some InitialFindings from a World Bank Evaluation, American Journal of Agricultural Economics, Vol. 85, No. 3, Pp. 686-691Munger, Michael (2000), Analyzing Policy: Choices, Conflicts and Practices, USA, Norton Company Inc.QAAP a, (2004), Newsletter, Quality Assurance and Accreditation Project (QAAP), No. 1, January 2004, Ministry of HigherEducation, EgyptQAAP b, (2004), The Quality Assurance and Accreditation Handbook for Higher Education in Egypt, Quality Assurance andAccreditation Project (QAAP), Higher Education Enhancement Project (HEEP), Projects Management Unit (PMU),Ministry of Higher Education (MOHE), Arab Republic of Egypt (ARE).Roth, Kenneth (2001), The Case for Universal Jurisdiction, Foreign Affairs, Vol. 80, No. 5, Pp. 150-154Stella, Antony and Gnanam, A. (2004), Quality Assurance in Distance Education: The Challenges to be Addressed, HigherEducation, Vol. 47, No. 2, Pp. 143-160Whitten, Jeffrey L.; Bentley, Lonnie D. and Barlow, Victor M. (1989), Systems Analysis and Design Methods, SecondEdition, USA: Richard, D., Irwin Inc.www.naqaae.orgwww.qaap.net64
European Journal of Educational Studies 2(2), 2010European Journal of Educational Studies 2(2), 2010ISSN 1946-6331© 2010 Ozean PublicationThe Perceived Corporate Image of Private Secondary Schools By Students’ andParents’ Views *Soner POLAT*, Elif Abat** and Songül Tezyürek***Kocaeli University Faculty of Education**Kocaeli University Institute of Social Sciencese-mail address for correspondence: spolat@kocaeli.edu.tr_____________________________________________________________________________________Abstract : The purpose of this research is to determine the corporate image of secondary schools inKocaeli according to students’ and parents’ opinions. The population of the research is the privatesecondary schools in Kocaeli. Of the thirteen private secondary schools, nine of them accepted toparticipate in the study. The formation of an overall image requires quite a long time; therefore thestudents of the final grade and their parents amounting to a number of 800 participants were chosen asthe sample of the study. The data was collected by a scale developed by the researchers using the existingscales by Kazoleas, Kim and Moffitt (2001). The findings suggest that, of the different types of image,namely the academic quality image, social image, infrastructure and facility image, physical appearanceimage and programme image, the most positively perceived one was the academic quality image.Appearance image, social image, infrastructure and facility image and programme image followed. Otherfindings suggest that students’ and parents’ perceptions concerning the school image were different, inthat parents had more positive image perceptions than students. Different types of image perceptionsdiffered in terms of gender among students and parents.Keywords: Organizational image, secondary education, private education_____________________________________________________________________________________PROBLEM STATEMENTFor organizations, the term image has been a subject of interest because of its outcomes and its greateffect. While in literature, there has been a plenty of research on corporate image both in theory andpractice over the last 20 years, related research on corporate image is restricted to a few theoretical andpractical studies in Turkey.Dichter (1985) defines image as positive or negative thoughts about an object or an entity formed in acertain amount of time with the effects of internal and external factors (Cited in: Gemlik & Sığrı, 2007 ).Dutton and Dukerich (1991), defined image as the way organization members believe others see theorganization, to gauge how outsiders are judging them. Corporate image is the mental picture of anorganization held by its audiences regarding this organization. The mental picture formed in one‟s mindabout an organization upon hearing its name or seeing its logo is about this organization‟s corporateimage (Gray & Balmer, 1998). According to Hatch and Schultz (2002), image is how organization* This paper was presented in the I. International Congress of Educational Research between 1-3 May inÇanakkale - Turkey65
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