ERIC Number: ED383878
Record Type: Non-Journal
Publication Date: 1995
Reference Count: N/A
Credit for All--A Marketing Research Report into Credit-Bearing Courses.
Hunter, Lucy; And Others
A British project examined the level of awareness of the Department of Continuing Education's adult program, Open Studies (OS), in Lancashire and South Cumbria. It assessed what the public and ethnic minority groups thought about accreditation of courses, which segments of the public would be interested in accredited courses, and what prices people were prepared to pay for courses. Six discussion groups were organized and 48 people attended; discussions also occurred with two ethnic community training officers. Findings indicated strong support for OS among those who knew about the program, but many were either unaware of the program or were unsure of what it provided. Generally, there was a lack of awareness about university adult education programs. The majority were not against credit, but some were strongly opposed. Most could state why credit might be valuable, but many reservations about the introduction of credit were expressed by those in favor and those opposed. Several market segments emerged: employed individuals with and without formal educational qualifications, mature students with work or family commitments who wanted further study, unemployed individuals, and older adults who enjoyed a challenge. Courses for minority ethnic groups needed to be culturally relevant. Strategic development options included the following: even coverage of programs, communication with potential students, value of courses, and flexibility. (Appendixes include focus group transcripts and supplementary data from OS database.) (YLB)
Descriptors: Adult Education, Attitude Measures, Credit Courses, Educational Needs, Educational Research, Ethnic Groups, Foreign Countries, Interest Research, Marketing, Minority Groups, Needs Assessment, Noncredit Courses, Part Time Students, Public Relations, Publicity
Department of Continuing Education, Lancaster University, Storey Institute, Meeting House Lane, Lancaster LA1 1TH, England, United Kingdom (10.50 British pounds).
Publication Type: Reports - Research
Education Level: N/A
Authoring Institution: Lancaster Univ. (England). Dept. of Continuing Education.
Identifiers - Location: United Kingdom (Great Britain)