ERIC Number: ED161402
Record Type: RIE
Publication Date: 1978-May
Reference Count: 0
The Uses of Student Market Segmentation Techniques in College Recruitment. AIR Forum Paper 1978.
Spiro, Louis M.
Student market segmentation separates prospective college students into subgroups with similar characteristics, the most commonly used being geography, demography, attitudes, and behavior. Recruitment efforts can then focus on student segments similar to the present student body or on other students that might be attracted. The goal is to make potential students aware of institutional opportunities and to match their aspirations with the institutional environment. Data bases available for student segmentation are the ACE/CIRP Freshman Survey, the SAT scores reported by students to designated schools, and the SAT Student Search Service. The advantage of the Freshman Survey and the SAT score report data is the level of detailed student information provided to the institution. The advantage of the SAT Student Search Service is accessibility to the entire test-taking population. Only names and addresses, however, are provided by the service and the segmentation information is not released. Three statistical techniques can develop student segments. Factor analysis reduces large numbers of interrelated student variables to a smaller number of independent variables; criterion grouping or cluster analysis creates segments; and discriminant analysis describes the characteristics that are the primary sources of difference between the segments. (Author)
Descriptors: Achievement Tests, Aptitude Tests, Cluster Analysis, College Bound Students, College Students, Demography, Discriminant Analysis, Factor Analysis, Grouping (Instructional Purposes), Higher Education, Institutional Research, Marketing, Measurement Techniques, Standardized Tests, Statistical Analysis, Student Attitudes, Student Behavior, Student Characteristics, Student Recruitment, Surveys
Publication Type: Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: Pennsylvania State Univ., University Park. Office of Budget and Planning.
Identifiers: ACE/CIRP Freshman Survey; SAT Student Search Service; Scholastic Aptitude Test
Note: Paper presented at the annual Association for Institutional Research Forum (18th, Houston, Texas, May 21-25, 1978)