Identifying, categorizing and ranking performance indicators of schools using Q method

The aim of the current research is to identify, categorize, and rank school performance indicators using the Q method. The research method is applicable in terms of purpose, mixed (qualitative-quantitative) in terms of implementation, and interpretive paradigm. This research was done in two steps; the research strategy in the first step is qualitative content analysis, and the statistical population of the research includes 24 people from four groups of parents, managers and employees of girls' high school, teachers and also the officials of the Yazd City Education Organization, by and targeted sampling; and the sample size continued up to theoretical saturation, and performance indicators were extracted from the semi-structured interview. In the second step of this research, using Q-axis factor analysis, the mental typology of 33 parents was investigated using a questionnaire and in-the-field. Content analysis was used in qualitative data analysis, and SPSS software and Q method were used in quantitative data analysis. The findings of the research have led to the achievement of seven different types of minds, indicating heterogeneity and significant differences in the views of parents regarding performance criteria; a difference that invited the managers of this school to segment the market based on understanding the desires and needs of the target audience with different mentalities. and improves the insight of managers of this industry regarding capital allocation by looking from outside to inside and emphasizing on audience-oriented evaluation system.