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ERIC Number: ED550572
Record Type: Non-Journal
Publication Date: 2012
Pages: 210
Abstractor: As Provided
Reference Count: N/A
ISBN: 978-1-2679-1041-7
Comparison of Marketing Techniques to Enroll Females at a Major Aeronautical University
Cross, David Scott
ProQuest LLC, Ph.D. Dissertation, Northcentral University
Traditionally, industries belonging to the science, technology, engineering, and mathematics (STEM) fields are dominated by males. Recruitment and enrollment of females for STEM fields have become an issue among universities specializing in fields such as aviation and aeronautics. The research problem for this study was that marketing departments at aeronautical universities are challenged to attract and enroll female student applicants. A sample of 64 male and 64 female (128 students) undergraduate and graduate students at a major aeronautical university participated in a survey. The Embry Riddle Aeronautical University Final Survey Instrument, published by Eduventures, was used to collect data about the independent variable of gender and the dependent variables of motivational factors for enrolling, such as earning a higher credential, career advancement, required by an employer, types of media watched/read, and influence of media and communication outlets. Chi-squared tests and multivariate analysis of variance techniques were used ( p < 0.05) to determine the significant contribution of the independent variable to the dependent variables. The null hypotheses were: (a) Motivational factors for enrolling in an aeronautical university do not differ between males and females, (b) Types of marketing media watched or read do not differ between males and females enrolled in an aeronautical university, and (c) Males and females are not influenced differently by various types of marketing media and communication outlets on their decision to enroll in a major aeronautical university. Based on the results of this study, the researcher failed to reject any of the three null hypotheses, however there were statistically significant differences between the factors that affect males and females in enrolling in aeronautical and technical courses, specifically the influence of a variety of media outlets (p-values ranging from 0.000 to 0.003) and secondary motivational factors for enrollment (p-values ranging from 0.001 to 0.041). Therefore, through the resulting factors that are significantly different in terms of affecting male and female prospective students, the marketing departments for aeronautical universities could develop campaigns and marketing media that focus on these factors, specifically those that affect females more than males, to reach the female population, and attract them to enroll in universities specializing in aeronautics and aviation. [The dissertation citations contained here are published with the permission of ProQuest LLC. Further reproduction is prohibited without permission. Copies of dissertations may be obtained by Telephone (800) 1-800-521-0600. Web page:]
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Publication Type: Dissertations/Theses - Doctoral Dissertations
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Florida