ERIC Number: ED246789
Record Type: RIE
Publication Date: 1984-May
Reference Count: 0
Role Ambiguity in Institutional Marketing and Enrollment Management. AIR 1984 Annual Forum Paper.
Muston, Ray A.
Enrollment management and marketing strategies employed by the largest state university users of American College Testing (ACT) program tests were studied. The primary objective was to develop a descriptive profile of institutional practices and role performance factors. The study population was the 54 largest state university users of ACT student profile and research services. In addition to examining institutional data files, questionnaires were administered to 44 chief academic officers and 28 student services officers. Chief academic officers in 45 percent of the institutions reported the use of market research studies of prospective student attitudes and perceptions. A majority of campus officers interviewed acknowledged a lack of familiarity with existing institutional research data and changing student interests from ACT research profiles. Results suggest that if a single person at a strategic level is assigned primary responsibility for enrollment management, plans are more likely to be developed and results are more likely to be achieved. Overall, the findings reveal a high level of role ambiguity and organizational resistance to enrollment management. (SW)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers: AIR Forum; American College Testing Program
Note: Paper presented at the Annual Forum of the Association for Institutional Research (24th, Fort Worth, TX, May 6-9, 1984).