ERIC Number: ED238341
Record Type: RIE
Publication Date: 1983
Reference Count: 0
Applying Market Research in College Admissions.
Litten, Larry H.; And Others
An analysis of higher education marketing examines a case study of a college's market research program, a series of market research projects, and a major study of students and parents in six metropolitan areas (the Six-Market Study). After introducing marketing concepts and strategies, the nature of higher education marketing is considered. The evolution of Carleton College's (Minnesota) market research program is described, along with the Carleton College and College Board Six-Market Study. Attention is also directed to how to measure what people want in a college, as well as research findings about desires and preferences and the phenomena that influence them. The Market Attractiveness Index is demonstrated, and approaches to understanding a primary market (the Twin Cities Market) are examined. Additionally, a consortial perspective and three distinctive markets (Baltimore/District of Columbia, Dallas/Ft. Worth, and Denver/Boulder) are explored, with additional, detailed analyses of the Denver/Boulder market. Finally, the development and implementation of a market research agenda are discussed. Appendices include: a glossary of marketing and market research concepts; a brochure, applicant forms, and candidate reply forms for Carleton College; the Six-Market Study questionnaire; and information on the market research studies. (SW)
Descriptors: Case Studies, College Admission, College Applicants, Enrollment Influences, Higher Education, Institutional Research, Marketing, Needs Assessment, Program Development, Questionnaires, Research Needs, Student Recruitment
College Board Publication Orders, Box 886, Seventh Avenue, New York, NY 10101 ($15.95).
Publication Type: Reports - Descriptive; Reports - Research; Tests/Questionnaires
Education Level: N/A
Audience: Administrators; Researchers; Practitioners
Authoring Institution: College Entrance Examination Board, New York, NY.
Identifiers: Carleton College MN; Colorado (Boulder); Colorado (Denver); District of Columbia; Market Research; Maryland (Baltimore); Minnesota (Twin Cities); Texas (Dallas); Texas (Fort Worth)
Note: Appendix B may not reproduce well due to small print.