ERIC Number: ED187251
Record Type: RIE
Publication Date: 1977
Reference Count: 0
Attitude and Opinion Research: Why You Need It/How To Do It.
Council for the Advancement and Support of Education, Washington, DC.
This guidebook is designed as a brief introduction to the use of attitude research as a tool in the student recruitment process. Opinion and attitude research are briefly described from the perspective of the academic communicator. Topics include the following: the difference between opinion and attitude research, the two basic forms surveys usually take, conducting opinion research studies, selecting an opinion research organization, types of services opinion research firms are offering and some of the costs involved, and some things academic administrators ought to be aware of as they consider such research. Other aids include the following: selected reference sources on youth attitudes; a questionnaire used in student recruitment; some guidelines for doing your own mail survey by Cletis Pride; a University of Pittsburgh comprehensive questionnaire of alumni opinion; a University of British Columbia sample questionnaire of alumni attitudes and a summary of results; a Hood College alumnae opinion questionnaire; a questionnaire concerning alumni of St. John's University, New York City; a West Virginia University faculty-staff opinion survey; a West Virginia University survey of student opinion; a State University of New York at Buffalo citizen opinion poll; a University of Richmond business and community survey; and a University of Maryland alumni survey. (SW)
Descriptors: Alumni, Attitude Measures, College Faculty, College Graduates, Graduate Surveys, Higher Education, Institutional Research, Marketing, Opinions, Questionnaires, Research Methodology, School Attitudes, Student Attitudes, Student Recruitment, Teacher Attitudes
Council for Advancement and Support of Education, Suites 530/600, One Dupont Circle, Washington, DC 20036
Publication Type: Guides - Non-Classroom; Tests/Questionnaires
Education Level: N/A
Authoring Institution: Council for the Advancement and Support of Education, Washington, DC.