ERIC Number: ED207402
Record Type: Non-Journal
Publication Date: 1980
Reference Count: N/A
The Student-Selection Process: A Model of Student Courses in Higher Education.
Saunders, J. A.; Lancaster, G. A.
Factors that affect college students' choice of studies and implications for colleges and universities that are competing for the declining numbers of students were assessed. A student-selection process model, derived from the innovation-decision model, provides some insights into the choice process and indicates the likely limitations of the promotional effort of colleges. The model also indicates that benefit segmentation may be a useful way of analyzing student demand. To test the feasibility of using benefit segmentation, attitudinal data relating to choice of studies at Huddersfield Polytechnic were used. Students rated the importance of the following criteria to selection of studies: career prospects, prestige value, ease of entry, interest, advice of parent or teacher, desire to leave home environment, to give more time to decide upon future career, intellectual level of the field, financial gain upon completion of studies, location of college, social acceptability on completion of studies, and familiarity with subject area. Four distinct benefit segments were identified: familiar interest-oriented, escapist, career-oriented, and security-oriented. Using the student-selection process model and the student-benefit segments, proposals were made concerning how courses and colleges should direct their publicity efforts. It is suggested that departments across colleges should cooperate to generate demand for their subjects and that colleges need to concentrate on image building. The way that the student-selection process allows colleges to use deception to make short-term gains in student demand is described. It is claimed that such practices are likely to prove damaging in the long term. (SW)
Descriptors: College Attendance, College Choice, College Students, Courses, Education Work Relationship, Educational Demand, Enrollment Influences, Foreign Countries, Higher Education, Majors (Students), Marketing, Models, Occupational Aspiration, Public Relations, Rewards, Selection, Student Attitudes, Student Educational Objectives, Student Motivation, Student Recruitment
Publication Type: Reports - Research; Opinion Papers
Education Level: N/A
Authoring Institution: N/A