ERIC Number: ED195678
Record Type: RIE
Publication Date: 1980-Nov-4
Reference Count: 0
Increasing Enrollment by Better Serving Your Institution's Target Audiences through Benefit Segmentation.
The marketing technique of benefit segmentation may be effective in increasing enrollment in adult educational programs, according to a study at College of DuPage, Glen Ellyn, Illinois. The study was conducted to test applicability of benefit segmentation to enrollment generation. The measuring instrument used in this study--the course improvement survey--measured interests, demographic characteristics, and needs of a random sample of 487 representatives of the student body. Validity of the instrument was improved by incorporating suggestions of a validation jury and of those involved in pilot tests at nearby colleges. Types of learners were categorized according to their reasons for participation in adult education and identified by their demographic characteristics and interests. Orientations categorized, partially based on the literature, included social/improvement, learning/career, leisure/status, and submissive. Participants were then grouped into benefit segments through Ward's hierarchical cluster analysis. Participants were grouped according to orientations and correlated with types of courses selected, work schedules, age, and work and home locations. The findings suggest separate program and promotional strategies for each benefit segment, but further research is needed to test the effectiveness and applicability of benefit segmentation to other audiences and purposes. (KC)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers: Benefit Segmentation; College of DuPage IL; Wards Hierarchical Cluster Analysis
Note: Paper presented at the National Adult Education Conference (St. Louis, MO, November 4, 1980).