ERIC Number: ED435295
Record Type: RIE
Publication Date: 1998
The Survey of College Marketing Programs. Volume 1: Management Practices.
Primary Research Group, Inc., New York, NY.
This report presents 228 tables detailing findings concerning management practices of marketing programs at 68 colleges and universities. Highlights of this report include: a mean of 5 employees regularly visit high school guidance counselors; only 5 percent of the colleges sponsor campus visits for select applicants; 24 percent of the colleges employ market research or marketing consulting firms; 15 percent employ public relations firms; 56 percent conduct focus groups; 43 percent have a staff director of marketing; 52 percent have an overall marketing budget; and the mean number of employees in college public relations departments is 3.6, compared with 11.1 in admissions offices. The tables are grouped into chapters that report data on: (1) characteristics of the sample; (2) visits to high school guidance counselors; (3) sponsored campus visits; (4) market research and consulting firms; (5) public relations and advertising firms; (6) use of focus groups; (7) centralization and coordination; (8) overall budget; and (9) staff size. An appendix lists other reports available from the Primary Research Group. (DB)
Descriptors: Administrators, College Administration, Comparative Analysis, Focus Groups, Higher Education, Marketing, National Surveys, Program Administration, Public Relations, Statistical Analysis, Student Recruitment, Tables (Data)
Primary Research Group, Inc., 68 West 38th St., Suite 202, New York, NY 10018 ($85). Tel: 212-764-1579; Fax: 212-302-6530.
Publication Type: Numerical/Quantitative Data
Education Level: N/A
Authoring Institution: Primary Research Group, Inc., New York, NY.
Note: For Volumes 2 and 3, see HE 032 514-515.