CA: Research Reports

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Attitude of Chief Executive Civil Servants towards the Official Information Act, B.E. 2540
(University of the Thai Chamber of Commerce, 2006)
Siritongthavorn, Rattanawadee
;
University of the Thai Chamber of Commerce. School of Communication Arts
The research objectives were 1) to study the chief executives civil servants’ attitudes towards the Official Information Act (OIA), B.E. 2540, the government operation on state information, and the public relations of OIA B.E.2540. 2) to study the comparision of how the chief executive civil servants who are responsible and are not responsible for the implementation of the Act were exposed to the information on the OIA. 3) to comparatively study attitudes towards the Act with the government operation on state information and the public relations of the Act.This survey research was conducted through the research design : “ One - shot descriptive study”. A questionnaire was a research tool for data collecting from 415 samples who are the chief executives civil servants in the central area, region and rural area organizations. Frequency distribution : percentage, mean, t-test and ANOVA were employed for data analysis by SPSS/PC version 12.0.1 .The research result can be concluded as the followings :1. The chief executive civil servants who are responsible for the state information and those who are not are exposed to the information on the Act from four types of media and activities of the state office. The result showed significant diferrences in their exposure to the two PR tools : the bulletin boards and the meeting/training/seminars. 2. The two groups of chief executive civil servants mentioned are exposed to information on the Act from the PR media/ activities of the Official Information Commission (OIC). The result showed sicnificant differences in their exposure to the three PR tools : the printed media , the OIC website and the meeting/ training/ seminars.3. The two groups of chief executive civil servants mentioned are exposed to the information on the Act from the mass media : the newspaper, the radio and the television. The result showed no differences in their exposure to the mass media.4. The two groups of chief executive civil servants mentioned showed significant differences in their attitudes towards the Act regarding four items : their beliefs in the Act, the positive effect implementation of the Act on the state offices, the public benefits gained from the implementation of the Act, and effect of the implementation of the Act on society.5. The two groups of chief executive civil servants mentioned showed no differences in their attitudes towards the Act regarding the strength and weakness of the Act and the negative effect of the implementation of the Action the state office.6. The two groups of chief executive civil servants mentioned showed no differences in their attitudes towards the efficiency of the offices responsible for the implementation of the Act.7. The two groups of chief executive civil servants mentioned showed significant differences in their attitudes towards the efficiency of the state offices for the implementation of the Act.8. The two groups of chief executive civil servants mentioned showed no differences in their attitudes towards the public relations of the Act.
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Attitudes of and Usage by Journalists regarding the Official Information Act B.E. 2540
(University of the Thai Chamber of Commerce, 2007)
Maknantaphisit, Ratana
;
University of the Thai Chamber of Commerce. School of Communication Arts
This research aimed to study the knowledge and attitudes of Thai journalists towards the OfficialInformation Act, B.E. 2540, how it is used and problems using this Act. Data from 345 journalists (225journalists from 75 provinces and 120 journalists from the Bangkok area), and in-depth interview datafrom 9 journalists who have filed complaints for the disclosure of official information from governmentorganizations, were analyzed using frequency distribution percentages, mean and standard deviation,and Chi-squares. The findings were as follows.1. Most journalist had positive attitudes towards the Official Information Acts, B.E. 2540.2. Knowledge of the journalists regarding the Official Information Act, B.E 2540, had nostatistically different relationship with attitudes towards the Official Information Act , B.E. 2540, and oftheir use behavior, but had a statistically different relationship with the usage of the Act at a significantlevel of 0.05.3. Length of employment had no statistically different relationship with attitudes towards theOfficial Information Act, B.E. 2540, and use behavior of the journalists in general (except the access toinformation on complaints filed with the concerned offices at the significant level 0.05). However, it wasfound that the duration of employment had a statistically different relationship with the usage of the Act atthe significant level of 0.05.4. Attitudes of the journalists towards the Official Information Act, B.E. 2540, had no statisticallydifferent relationship with the use behavior, but had a statistically different relationship with the usage ofthe Official Information Act, B.E.2540, at the significant level of 0.05.5. The journalists pointed out two problems concerning the use of the Official Information Act,B.E.2540; 1) government organizations were reluctant to disclose the requested information, and 2) thejournalists needed more alternate access channels to official information from those specified in the Act.
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The Perception of “Brand Sense Dimension” and Brand Loyalty towards “Doi Kham” Products of the Royal Project Foundation.
(University of the Thai Chamber of Commerce, 2007)
Niramansakul, Pichai
;
University of the Thai Chamber of Commerce. School of Communication Arts
The objective of this research is to study “Doi Kham” product consumers’ purchasing behavior, perception of brand sense dimension, and brand loyalty, and to study the relationship between the perception of brand sense dimension and the brand loyalty of “Doi Kham” products. The survey method employed questionnaires of 768 “Doi Kham” consumers in Bangkok and Chiangmai. Data were analyzed by t-test and One-way ANOVA and relationship testing by Pearson’s Product Moment Correlation Coefficient. The result is as follows:1. Most consumers are single female, who are teachers or students, aged between 20-29 years old, have bachelor degree, earn 10,000-19,999 baht per month, and live in Bangkok.2. Most consumers purchase winter vegetables and preserved products at Doi Kham shops, 2-3 times per month. They have purchased for more than six years, to use or consume them at home.3. Consumer’s perception of “Doi Kham” taste is the greatest whereas that of “Doi Kham” sight is the least. Most “Doi Kham” consumers perceive the name “Doi Kham” to be a high quality brand primarily associated with the Thai King. Secondarily with good taste, and thirdly with benefit to health.4. Most “Doi Kham” consumers are very loyal to the “Doi Kham” brand. When asked whether they will buy other products instead of “Doi Kham” when “Doi Kham” is not available, they expressed only moderate brand loyalty.5. Consumers who have different gender, age, income, occupation, marital status and place of residence have significantly different perception of brand sense dimension of “Doi Kham” products. They have different perceptions of sight, taste, sound, and touch but not smell of “Doi Kham” products. On the other hand, perception of brand sense dimension is not significantly different between consumers with different levels of education.6. Consumers who have different age, income, marital status, and place of residence have significantly different brand loyalty of “Doi Kham” products. However, consumers who differ in gender or level of education don’t significantly have different brand loyalty of “Doi Kham” products.7. The perception of brand sense dimension is significantly correlated with the brand loyalty of "Doi Kham" products at level 0.01.
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The Strategies and the Use of Humour Language in the Series Breaks of the Variety Game Show “Ching Roy Ching Laan”
(University of the Thai Chamber of Commerce, 2008)
Eiamutama, Thanit
;
University of the Thai Chamber of Commerce. School of Communication Arts
This research was conducted with the aim to study the strategies and the use of humour language in the series breaks of the variety game show “Ching Roy Ching Laan”. It was the gathering of information from various sources and the transcribing of the 130 shows into the written scripts for analysis and research writing.The research also began with the recipient-interaction test among 30 targeted viewers including the researcher and co-researchers. The purpose was to observe the interactions and to interview them in order to extract the information for the analysis. Then, the researcher used the analytical description to present the result of the research.The research results showed that the program studied had the humour-boosting strategies as follows: bullying, shifting topics, changing the moods, and emphasizing actors’ characteristics which were the outstanding humor in this study. Other interesting strategies to make the shows humorous are doing intentional mistakes, flirting and saying dirty jokes, misunderstanding, worsening the situations, copying, switching roles, giving scenes to others, being beyond the situation contexts, showing off fames, touching the audience’s mind, paralyzing, story flowing, and other strategic supports . In terms of language use, the puns are the highlighted strategy. Moreover, the non-standard language, tones of language, contrastive language, jargons, riddles, metaphors, exaggerations, skipped words, neologisms, and rhythm and pause. In conclusion, humours found in the comedy series breaks of Ching Roy Ching Laan game show were created with the uses of language as tools of communication through various strategies, suitably and accordingly.
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Brand Building Strategy of Thai Magazine
(University of the Thai Chamber of Commerce, 2007)
Warapitayut, Kalan
;
School of Communication Arts
;
University of the Thai Chamber of Commerce. School of Communication Arts
A research of the tactic for creating the brand (logo) for Thai magazines which have theobjectives for knowledge and understanding concerning the process and procedure includingthe tactic used for creating the brand for Thai magazine in order to reach the demand of itstarget and consistent with marketing situation and current magazine competition; the resultsfrom studying and researching of this research are follows:Most magazines including Thai magazines realize and understand to create the brandbecause of high competition in magazine market. Magazine is an important media; it can makea good benefit if we compare with the investment and it is stable if we compare with othermedia. One of the tactics which have been used is to be granted a copyright from popularforeign magazine for sellingTo creating the brand of magazine, it is important for started from paying attention forworker, modern content, creating simply character of brand. One thing that can make the brandof magazine to be strong is content and one the tactic that is used for magazine is the “cover”To using the method of efficiency communication marketing which is creating specialactivity is a marketing activity which a publisher has an opportunity to meet its reader andexchange their idea in order to receive the information for developing the brand and magazineto consisting with the reader’s demandWhether Thai magazine will be successful for creating the brand or not, it depends onthree factors 1) Clearly understanding reader which most of magazine will do the research forthis factor 2) Create content to be interesting and 3) to use a suitable method of communicationmarketing.
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