ERIC Number: ED212321
Record Type: RIE
Publication Date: 1981-Aug
Reference Count: 0
A Descriptive Study of Student Recruitment Methodology Employed by Two-Year Non-Religiously Affiliated Post-Secondary Institutions in the United States.
A nationwide survey of 1,084 nonreligiously affiliated colleges offering degrees that require at least two but less than four years of study was conducted to identify student recruitment and advertising practices. Respondents were asked to indicate: (1) which recruitment practices on a 40-item checklist were currently in use; (2) recruitment practices not appearing on the checklist; (3) the most valuable and least valuable recruiting methods; (4) methods of recruitment under study for future implementation; (5) advertising techniques used to promote programs; (6) whether the institution was experiencing declining enrollments; (7) the title of the person responsible for student recruitment; and (8) college employees who participate in student recruitment. Major findings, based on a 79.3% response rate, reveal that the colleges employed a total of 109 recruiting techniques (69 more than the 40 enumerated on the questionnaire checklist). The most commonly used techniques centered around visits and liaisons with high schools. Chapters in the survey report discuss assumptions and study limitations; review recruitment literature and the development of the questionnaire; and outline methodology, findings, conclusions, and recommendations for further research. Appendices provide the questionnaire and present tables itemizing responses and comparing them among private and public colleges. (JP)
Descriptors: Administrator Attitudes, Admissions Officers, Advertising, Associate Degrees, Community Colleges, Comparative Analysis, Declining Enrollment, High Schools, Innovation, Literature Reviews, National Surveys, Private Colleges, Public Schools, Questionnaires, Research Needs, Student Recruitment, Tables (Data), Two Year Colleges
Publication Type: Dissertations/Theses - Doctoral Dissertations; Reports - Research
Education Level: N/A
Authoring Institution: N/A
Identifiers: Educational Marketing
Note: Ed. D. Dissertation, University of Sarasota.