ERIC Number: ED189959
Record Type: RIE
Publication Date: 1980-Apr
Reference Count: 0
Guidelines for Presenting More Meaningful Information (in the College/University Marketing Program). AIR Forum 1980 Paper.
Cooper, Edward M.
Ways in which institutions of higher education can provide more meaningful information to students, especially prospective students, were studied. The specific study objective was to investigate the meaningfulness/understandability and comparability of written formats and to explore possible differences associated with age, ethnicity, program/major, type of institution/region, and level of education. Data gathered by the National Center for Higher Education Management Systems, which constituted the Better Information for Student Choice data base on written formats, were used. Subjects were 423 college freshmen representing different sectors of higher education. Subjects selected among five written formats (tables, tables and cartoons, script paragraph, question and answer, and charts and graphs) in responding to the questions about the most understandable and meaningful information. The type of information display was found to affect the ability of a person to process information. Different segments of the population were also found to respond in different ways to written formats. The primary finding is that the format selected by the large majority of respondents as being meaningful and useful in making comparisons was the tabular format, not the script format. Tables with cartoons were selected second-most frequently as the most meaningful format. Charts and graphs were selected second-most frequently for comparing information. A bibliography is included. (SW)
Descriptors: Cartoons, Charts, College Bound Students, College Choice, College Students, Comprehension, Graphs, Higher Education, Illustrations, Information Dissemination, Marketing, Public Relations, Publications, School Catalogs, Student Characteristics, Student Recruitment, Tables (Data), Written Language
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers: AIR Forum 1980
Note: Paper presented at the Annual Forum of the Association for Institutional Research (20th, Atlanta, GA, April 27-May 1, 1980).