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ERIC Number: ED550573
Record Type: Non-Journal
Publication Date: 2011
Pages: 240
Abstractor: As Provided
ISBN: 978-1-2678-5755-2
Marketing Strategies Preferred by South Carolina One-Stop Career Center Area Directors to Attract Dislocated Workers under the Workforce Investment Act of 1998: Policy Implications
Ratliff, Eugene F.
ProQuest LLC, Ph.D. Dissertation, Union Institute and University
The purpose of this study was to determine the marketing strategies South Carolina One-Stop Career Centers Area Directors felt provided the best opportunity for dislocated workers to learn about their services. Two theories emerged: the Service Marketing Theory and the Word-of-Mouth Marketing Theory. Of the 36 area directors cited for this study, 20 (56%) participated by returning completed surveys. Two different type surveys were constructed to for this study; a questionnaire survey instrument and an interview survey instrument. The questionnaire survey instrument contained 33 closed-ended Likert-Type items. This instrument referenced the 21 marketing strategies and services that were provided through the one-stop career centers and was administered to 20 area directors. The interview survey instrument was constructed with four open-ended interview questions. This instrument detailed a more in-depth analysis of the marketing strategies used and was administered to only 3 of the 20 area directors, each from different geographical regions of the state. The generic research design was a mixed methods approach with a dominate-less-dominate structure. The dominate structure is the 33-item questionnaire-survey instrument (quantitative design) and the less-dominate structure is the 4-item interview-survey instrument (qualitative design). Data were analyzed using descriptive statistics, the non-parametric statistical model of chi square. A cross tabulation using Pearson's Chi Square and the Cramer's V also were employed. The questionnaire survey findings revealed that most directors preferred brochures, radio, net working, referrals, seminar/workshop, and social organizations market strategies for their workforce center(s). The least preferred methods were telemarketing, sponsored courses, and magazines. The interview survey results revealed findings that were consistent with the questionnaire survey results. The outcome of this study can be used in a variety of ways. The most important however, is to inform area directors, local workforce investment area (LWIA) board members, and other state policy makers on best practices in marketing to dislocated workers and others who find themselves unemployed. [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:]
ProQuest LLC. 789 East Eisenhower Parkway, P.O. Box 1346, Ann Arbor, MI 48106. Tel: 800-521-0600; Web site:
Publication Type: Dissertations/Theses - Doctoral Dissertations
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: South Carolina
Identifiers - Laws, Policies, & Programs: Workforce Investment Act 1998