ERIC Number: ED189949
Record Type: RIE
Publication Date: 1980-Apr
Reference Count: 0
The Role of Institutional Research in Recruitment Marketing at a Private, Liberal Arts College. AIR Forum 1980 Paper.
Peters, Milton; Didham, James R.
An in-house market analysis was used to determine which resources in a small, private, liberal arts college influence prospective students to matriculate there. The purpose was to evaluate and improve the use of recruitment resources. The responses of inquirers, applicants (matriculating and nonmatriculating) and matriculators were compared on such factors as the perception of the college as compared to other colleges, recruitment procedures, and college literature. The prospects' college choice priorities were identified and a model developed to recruit students, using their priorities. The use of the findings by the admissions staff is discussed. It is concluded that marketing can help to clarify mission, enact a plan to carry it out effectively and satisfy clients, and communicate these efforts to current and prospective constituencies. (Author/MSE)
Descriptors: College Admission, College Applicants, College Choice, College Role, Enrollment Influences, Higher Education, Institutional Research, Liberal Arts, Marketing, Models, Private Colleges, Public Relations, Reputation, School Surveys, Small Colleges, Student Attitudes, Student Interests, Student Recruitment
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers: AIR Forum 1980; Findlay College OH
Note: Paper presented at the Annual Forum of the Association for Institutional Research (20th, Atlanta, GA, April 27-May 1, 1980).