ERIC Number: ED220059
Record Type: RIE
Publication Date: 1982-May
Reference Count: 0
The Use of an Expectancy-Value Model in Studying a University's Image. AIR Forum 1982 Paper.
Muffo, John A.; Whipple, Thomas W.
The use of an expectancy-value model, common to consumer marketing studies, in analyzing the market position of Cleveland State University was investigated. Attention was focused on showing how consumer attitude concepts and methodologies can be used in developing a strategic marketing plan. Six populations were identified as groups important to the university and its future: general population from a six-county area, undergraduate students at the university, those accepted for graduate school, parents of undergraduates, college bound high school seniors, and high school teachers and counselors. All data were gathered via telephone surveys conducted by a marketing research firm. Based on responses from 1,850 individuals, the university was generally perceived as being geographically and economically convenient, offering an adequate education, but lacking in safety, academic stature, and the social benefits of living away from home. The expectancy-value model was found to be a useful method. Its use identified discrepancies between perceptions of those closest to the university and those least familiar with it that have relevance to the university's overall marketing effort. Application and enrollment gains can possibly result from a better understanding in the community at large as to the high quality of the university's underrated faculty and programs. Graphs illustrate the attitudes of the respondent groups regarding: the need for high quality professors, academic reputation, numerous course offerings, the range of degrees offered, personal safety on campus, and the availability of a university close to home. (SW)
Descriptors: Academic Standards, College Bound Students, College Choice, College Faculty, Commuter Colleges, High School Students, Higher Education, Institutional Characteristics, Institutional Research, Majority Attitudes, Marketing, Models, Parent Attitudes, Public Opinion, Reputation, School Counselors, School Safety, Secondary School Teachers, Student Attitudes, Student Recruitment, Urban Universities
Publication Type: Speeches/Meeting Papers; Reports - Research
Education Level: N/A
Authoring Institution: N/A
Identifiers: AIR Forum; Cleveland State University OH
Note: Paper presented at the Annual Forum of the Association for Institutional Research (22nd, Denver, CO, May 16-19, 1982).