ERIC Number: ED212216
Record Type: Non-Journal
Publication Date: 1981-Oct
Reference Count: N/A
Use of a Market Survey in Identifying Potential Publics.
Ruddock, Maryann S.
Perceptions of St. Edward's University, Austin, Texas, by current students, alumni, Austin area high school seniors, and the general public were studied. Respondents' knowledge of the university and what they look for when choosing a school were assessed. About 500 general public respondents and about 300 respondents for each of the other groups participated. It was found that while most of the respondents could identify St. Edward's as a small, private, four-year institution that grants master degrees, there was confusion as to how many students were enrolled and the cost of attending the university. Regarding tuition, 68 percent of students/alumni answered correctly, while only 38 percent of high school seniors/public answered correctly. The general public and high school seniors also showed misconceptions about majors that are offered by the university and about its size (a large number of people thought the school was larger than it is). It also was found that current students and alumni, and to a lesser extent high school seniors and the general public, are concerned with the practical and educational aspects of an institution: availability of financial aid, tuition, night classes, and academic services available, such as tutors. It is concluded that the survey demonstrates a need for additional publicity in the areas of costs and academic services available. Based on demographic data provided by survey respondents, the survey shows that there are many people in the Austin area who would fit into St. Edward's environment. A sample questionnaire is appended. (SW)
Descriptors: Alumni, College Bound Students, College Students, Community Attitudes, Community Surveys, Educational Counseling, High School Students, Higher Education, Institutional Research, Public Relations, Questionnaires, Reputation, School Community Relationship, School Size, Student Financial Aid, Student Recruitment, Tuition
Publication Type: Speeches/Meeting Papers; Reports - Research; Tests/Questionnaires
Education Level: N/A
Authoring Institution: Saint Edward's Univ., Austin, TX.