Confirmatory Factor Analysis of Strategic Communication Model for Educational Administrators under the Administration of the Office of Basic Education Commission

Abstract

This research was designed to investigate the components and indicators of educational administrators’ strategic communication for the Office of Basic Education Commission in Thailand. The researchers employed a quantitative method survey design using questionnaire as research instrument. They conceptualized strategic communication components and indicators by analyzing documents and past studies to develop a strategic communication model. The measurement model tested the goodness of fit of the identified components and indicators for strategic communication with the empirical data. The results indicated that a total of 20 indicators resulting from the six components in a strategic communication model of educational administrators were found in parallel with the empirical data.