ERIC Number: ED373654
Record Type: RIE
Publication Date: 1994-Jun
Reference Count: N/A
Segmenting Student Markets with a Student Satisfaction and Priorities Survey. AIR 1994 Annual Forum Paper.
Borden, Victor M. H.
A market segmentation analysis was conducted on students at a large midwestern urban university using two forms of hierarchical cluster analysis on student characteristics: an agglomerative procedure using a matching-type association measure and a divisive chi-square based automatic interaction detection (CHAID) procedure. Data were extracted from institutional records and a survey of 872 students concerning satisfaction with 48 different campus aspects and importance of 18 goals for college study. Eight clusters resulted from a matching-type measure/Ward's method clustering analysis, while the CHAID procedure resulted in a six cluster solution. Comparative analysis revealed that both procedures produced differences across only two of six satisfaction scales. The matching-type measure clusters resulted in significant differences on 11 of 18 college study priority items compared to only 6 of 18 for the CHAID clusters. The study concludes that the matching-type measures/Ward's method procedure produced more easily interpretable clusters with more corresponding differences in student priorities for attending college. The CHAID procedure serves better when there is a single outcome of high interest for distinguishing among students, in this case general academic satisfaction. The usefulness of market segmentation strategies for planning, evaluating, and improving academic and student support programs is discussed. (Contains 20 references.) (Author/JDD)
Publication Type: Speeches/Meeting Papers; Reports - Research
Education Level: N/A
Authoring Institution: N/A
Identifiers: AIR Forum; Market Analysis; Market Segmentation
Note: Paper presented at the Annual Forum of the Association for Institutional Research (34th, New Orleans, LA, May 29-June 1, 1994).