企業面臨市場競爭激烈與消費意識高漲的環境，企業若要能脫穎而出，就必須瞭解顧客的需求、偏好與特定行為。企業過去會透過市場調查或是分析企業內部資料的方式，得到與顧客有關之資訊，作為經營決策之參考，但有研究顯示，企業若能整合市場調查與分析內部資料等兩種資訊，企業將能得到更全面且完整的顧客訊息，這些資訊對企業來說是更重要且更具意義的。雖然已有研究指出企業應該如何整合市場調查與分析過去資料來幫助企業進行決策，但觀察在教育領域中卻還少有類似的研究，因此本研究利用過去教育相關的歷史資料與市場調查得到之結果來探討兩者間之關聯。本研究將研究範圍限定為國內商管學系博士班，探討系所過去培育博士生表現之歷史資料與受訪者對該系所之評價其兩者間之關聯性。研究結果顯示，系所培育博士生的歷史資料，與受訪者對系所之評價有密切相關。研究結果為系所若想要改變外界對該系所之正面評價，系所可以從獲得國科會研究計畫的補助、博士生畢業後參與論文指導的人數與論文指導的數量、博士生畢業後參與國科會計畫的人數與計畫申請數量及博士生畢業後在國立學校任教的比例等方面來著手改善。本研究證實了結合市場調查與分析過去歷史資料的方法應用在教育領域是可行的，日後教育單位可以結合市場調查與分析過去教育相關歷史資料，以得到更多整合性資訊，便於分析瞭解教育現況與未來發展，協助教育單位進行決策。最後針對研究結果提出實務應用的建議與未來研究方向。

If companies want to stand out in the competitive market environment to raise customer awareness, they must understand customers’ requirements, interests, and behaviors. In the past, a company gets customers’ information to support decision making by doing market survey or analyzing historical transaction data. Some researches have showed that if a company can integrate market survey and transaction data analysis, the company can get a more comprehensive and complete information about customers. Although previous researches have indicated that it is very useful for a company to make good decisions by integrating market survey and transaction data analysis, there is still little research addressing this issue in education. The study aimed to explore the relationship between information analyzed from historical transaction data and from market survey for higher education. Our research scope focuses on the PhD programs of management schools. The result shows that student performance is strongly related to department reputation. Some suggestions for departments that want to improve their reputation as follows: improving the number of research grants gained from the National Science Council, increasing the number of graduate PhD students as supervisors and increasing the number of published papers and thesis under their supervision, expanding the number of graduate PhD students applying for National Science Council grants, and promoting the percentage of graduate PhD students teaching in public universities. It is evident that education stakeholders can combine market survey and historical data analysis to get more complete information for decision making Finally, this research would also bring up some practical suggestions and promote future research.

目 錄 6
表 目 錄 9
摘要 12
第一章、 序論 15
第一節、 研究背景與動機 15
第二節、 研究問題與目的 16
第三節、 研究流程 17
第二章、 文獻探討 18
第一節、 資料倉儲與OLAP分析 18
第二節、 資料探勘與網頁探勘 25
第三節、 學校聲譽與學生表現之關聯性 35
第四節、 學校經營績效與學生表現之關聯性 37
第三章、 研究設計 40
第一節、 研究架構 40
第二節、 研究對象 41
第三節、 系所培育博士生表現變數資料 44
第四節、 問卷設計 50
第五節、 資料分析方法 51
第六節、 變異數分析與HSD檢定 53
第七節、 主成份分析法 54
第八節、 典型相關分析 55
第四章、 資料分析結果與討論 57
第一節、 敘述性統計分析 57
一、管理博士班 58
二、資管博士班 61
三、企管博士班 65
四、財管/財金博士班 69
五、會計博士班 72
六、小結 75
第二節、 主成份分析法分析結果 76
一、商管學系博士班 77
二、創立期系所 85
三、發展期系所 88
四、成熟期系所 93
五、小結 96
第三節、 問卷結果 97
一、問卷回收與計分方式 97
二、信度與效度 97
三、企管博士班之問卷結果 97
四、資管博士班之問卷結果 101
第四節、 典型相關分析與多元回歸結果 105
一、典型相關分析 105
二、多元回歸分析 110
第五章、 結論與建議 114
第一節、 研究成果 114
第二節、 研究貢獻 123
第三節、 研究限制 124
第四節、 研究建議及未來研究方向 124
中文參考文獻 125
英文參考文獻 126

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