Guidelines for Developing Key Performance Indicator Data Management to Drive the University with Data towards an International Campus: A Case Study of Prince of Songkla University, Phuket Campus

Abstract

The objectives of this research article were 1) to study of the current situation, problems, and expectations in managing performance indicator data for academic and administrative staff at Prince of Songkla University, Phuket Campus; 2) to examine the in-depth perspectives of campus and faculty/department level administrators on the problems, approaches, and suggestions for developing performance indicator management to support strategic decision-making; and 3) to synthesize integrated approaches to developing performance indicator management to drive the university towards becoming an international campus through data. This research employed a mixed-methods approach, using quantitative data collected through questionnaires and qualitative data collected through in-depth interviews with faculty/department level administrators. The research findings revealed that 1) academic and administrative staff had a moderate level of opinion regarding the current state and management of indicator data, and a high level of expectation for the development of the indicator data management system. No statistically significant difference in opinion was found between the two groups at the .05 level, reflecting a shared need to develop an indicator data system to support strategic decision-making; 2) the university's indicator data management still had structural and systemic limitations, including data fragmentation, reporting redundancy, and ambiguity in data governance. Administrators unanimously agreed that an integrated and centralized indicator data management system should be developed, coupled with the establishment of data standards and the development of personnel capabilities in data utilization; 3) driving the university with data required an integrated approach encompassing organizational structure, data management processes, personnel capabilities, and the systematic strategic use of data to support policy decision-making, educational quality development, and the sustainable transformation of the university into an international campus.