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ERIC Number: ED211164
Record Type: Non-Journal
Publication Date: 1981
Pages: 41
Abstractor: N/A
A Survey of Marketing and Market Research Activities in Two and Four-Year Colleges and Universities.
Smith, Janet D.; And Others
A survey of marketing and market research activities in large, urban, two- and four-year colleges was conducted to identify the nature of marketing problems faced by institutions; current and preferred emphasis placed on market research activities; modes of assessing the needs of target groups and developing appropriate programs; the location of marketing functions within the administrative structure of the institution; evidence of articulated marketing plans; and faculty and administrator attitudes toward marketing. Responses from 38 (54%) of the two-year institutions and 20 (38%) of the four-year institutions surveyed indicated that: (1) the key factors affecting enrollment were increased competition (at both two- and four-year colleges); tighter economic conditions (at two-year colleges); and the public's impression that the campus was unsafe (at four-year institutions); (2) market research emphasized employer needs and the needs of special groups at two-year institutions and emphasized area demographics and information on current students at four-year colleges; (3) greater emphasis was placed on needs assessment and program development at two-year institutions; (4) institutional responsibility for marketing was likely to be with the Office of Public Relations at two-year colleges and with the Admissions Officer at four-year colleges; and (5) two-year institutions were more likely to have an articulate marketing plan. The report includes tables and the survey instrument. (HB)
Publication Type: Reports - Research; Tests/Questionnaires
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: Cuyahoga Community Coll., Cleveland, OH. Office of Educational Evaluation and Market Research Systems.