ERIC Number: ED174080
Record Type: Non-Journal
Publication Date: 1979-May
Reference Count: N/A
Development of a Comprehensive Recruitment Program Targeted at the Penn State Student Market. AIR Forum 1979 Paper.
Spiro, Louis M.; McCallus, Joseph L.
A time sequence of recruitment activities was developed using high school data to represent the total, potential, and actual student markets for Pennsylvania State University. High schools with similar characteristics were grouped according to potential recruitment yields. Under the assumption that college decision-making behavior approximated the Kotler (1976) model, the results provided a generalized time sequence of recruitment activities and a series of individual high school strategies for the institution. Evaluation and modification of the resulting recruitment strategy packages should correspond with changes in the student environment. The general strategy guidelines are presented. The approach should be useful to others faced with the task of developing efficient and effective recruitment programs. The following materials are appended: rotated factor matrix; discriminant analysis with two functions; group descriptions; college selection paradigm based on study results; and maps showing the locations of the high schools and their group identifications. (Author/SW)
Publication Type: Speeches/Meeting Papers; Reports - Research
Education Level: N/A
Authoring Institution: N/A