ERIC Number: ED194135
Record Type: RIE
Publication Date: 1980-Sep
Reference Count: 0
Marketing Questionnaire Reveals Motivation of Student Sample.
Stoyanoff, Edward M.
A survey of 451 students, representing approximately 40% of the student body at the Crookston campus of the University of Minnesota (UMC), was conducted to determine those marketing strategies that most effectively promote student recruitment. The survey instrument, administered in classes during the busiest hour of the teaching day, asked students to indicate: (1) how they had learned about UMC; (2) what factors had influenced their enrollment; (3) why their friends who chose not to attend UMC selected another college; (4) what UMC representatives, faculty, and students should be doing to attract prospective students; (5) the most appealing features of UMC; (6) the elements of college life that should be emphasized in UMC promotional literature; (7) if they would be willing to represent UMC at their former high school; and (8) if they could identify any target groups of potential students. Major findings indicate that high school counselors, promotional brochures and catalogs, and friends were the most common sources of information about UMC. The vast majority of students (303) enrolled at UMC because it offered a particular academic program. Over half of the students (268) felt that UMC representatives should make more high school visitations and almost half (217) felt UMC should expand the number of courses taught; almost 75% of the students were willing to participate in UMC's recruitment efforts. (JP)
Publication Type: Reports - Research; Tests/Questionnaires
Education Level: N/A
Authoring Institution: Minnesota Univ. Technical Coll., Crookston.