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ERIC Number: ED404930
Record Type: Non-Journal
Publication Date: 1997
Pages: 100
Abstractor: N/A
Reference Count: N/A
ISBN: N/A
ISSN: N/A
Marketing the University of Calgary to Frosh: A Motivational Typology of Student-College Choice.
Barnetson, Robert James
This thesis proposes a segmentation of the University of Calgary's (Canada) freshman class based on benefits sought from attendance and provides descriptions of each benefit segment that includes the impact of institutional characteristics. A motivational typology for university participation is presented and the marketing implications of this segmentation on recruiting prospective students are explored. A four-cluster segmentation emerged from analysis, illustrating the predominance of fiscal motives in motivating freshmen from the Baby-Bust and Echo-Bust cohorts to attend a university. A questionnaire was developed which covered biographical information, reasons for attendance, and institutional characteristics. Questionnaire responses were analyzed from 77 freshmen students (out of a sample of 300) at the University of Calgary who had graduated from high school in June 1996. The following motives were most frequently cited as reasons for deciding to attend college: achievement of a higher standard of living, expansion of career opportunities, and career goal requirements. Other motives included the desire to: obtain a degree, have fun, become self-sufficient, learn new things, increase understanding, and meet new people. The institutional characteristics most cited as important were college reputation and quality of education. The survey instrument is included. (Contains 111 references.) (JLS)
Publication Type: Dissertations/Theses - Masters Theses
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A