ERIC Number: ED174123
Record Type: Non-Journal
Publication Date: 1979-May
Reference Count: N/A
Outcomes Research: Its Function as a Marketing Tool. AIR Forum 1979 Paper.
Cooper, Edward M.; Leventhal, Richard C.
The use of outcomes research as a marketing tool for postsecondary educational institutions is discussed. Few such institutions integrate outcomes information into the institutional marketing program. In most cases this type of information is used to document actual outcomes, but rarely is it used as an indicator of needed change or success of the institution's marketing program. A tailored approach to outcomes research has been instituted at Metropolitan State College in Colorado as part of their marketing program. Basically, the approach has utilized a longitudinal cohort study of students to provide outcomes information. The research program also includes studies of various segments of the prospective student market and student information needs and a study of the college's impact on the community. A committee was formed to link outcome information to marketing and to stimulate the development of a comprehensive marketing program. The committee has continued to plan and conduct studies and to interpret and disseminate information related to outcomes information. The program has endeavored to make outcomes information more accessible to those involved in the various phases of institutional marketing, partly through improved dissemination of information and partly through the development of an outcomes data base that is linked to the college's data base system. (SW)
Publication Type: Speeches/Meeting Papers; Reports - Research
Education Level: N/A
Authoring Institution: N/A