ERIC Number: ED404470
Record Type: Non-Journal
Publication Date: 1997-Jan
Development of a Questionnaire To Evaluate Fox Valley Technical College's Marketing Communications with Prospective Student Inquiries.
May, Susan A.
A questionnaire was developed to evaluate the effectiveness of Fox Valley Technical College's (FVTC's) marketing communications with prospective students. The literature on customer service, marketing communications, and institutional image was reviewed, and 17 construct criteria and 7 content criteria were developed as the framework for the questionnaire. A formative committee directed development of the questionnaire's content and design. After a draft questionnaire had been developed and finalized by a summative committee review, it was pilot tested with a sample of 25 prospective students who had made inquiries regarding FVTC within the past 6 months. Because only 1 response was received, 24 additional prospective FVTC students were asked to evaluate the questionnaire. Three responded. As a result of the pilot test, demographic and admissions status items were added to the questionnaire. In view of the low response to the pilot survey, it was recommended that the questionnaire be used as a telephone survey. (The bibliography lists 26 references. Appended are the following: lists of validators and formative and summative committee members; feedback document from summative committee review; questionnaire pilot feedback form; questionnaire; review of other questionnaires; criteria for questionnaire on marketing communications; and cover letter used in questionnaire's pilot test.) (MN)
Publication Type: Dissertations/Theses - Practicum Papers; Tests/Questionnaires
Education Level: N/A
Authoring Institution: N/A