A study to identify the effects of community college student recruitment marketing by television on prospective students
Raymond B. Denton, Mississippi State University, United States
Mississippi State University . Awarded
The purpose of this study was to compare and to evaluate the television market segmentation suggested in Massey's 1997 study, to investigate the viewing habits of those potential community college students, and to look for the message that called them to action. Segmentation specifically refers to the difference in preferred call to action messages between directed students, late-adopters and drifters. The demographics that make-up the college in this study (Meridian Community College) was of particular interest in determining the suggested segmentation.
Research questions put forward in this study were: (1) What are the descriptive profiles of the respondents? (2) Is there a significant difference between late adopters and directed students in preferred messages for a call to action? (3) Is there a significant difference in the television viewing habits between the lateadopters and the directed students? (4) Is there a significant amount of non-goal oriented students (drifters) to be considered in this study?
Freshmen from 1000 level courses at Meridian Community College (MCC) were asked to fill out survey questionnaires. The survey included questions concerning demographics, “call-to-action” (to investigate MCC) preferences, media preferences and habits, and perceived goals.
The descriptive profiles of Meridian Community College were found to be similar to those of the State of Mississippi and the City of Meridian. The division between directed students and late-adapters participating in this study were found to be near equal, as were their viewing habits. Data from the study indicated an equal opportunity for exposure to MCC television advertisements by both groups.
There was no statistically significant number of non-goal orientated students (drifters) found in the data analyzed from the survey. The “drifter” element of Massey’s 1997 study was not included in the final tabulations of this research.
Television advertisement was listed more often than any other single activity as a preferred message for taking further interest in MCC. Although television was listed more often than any other activity, the impact of a positive reference by family and friends was the leading influence.
Denton, R.B. A study to identify the effects of community college student recruitment marketing by television on prospective students. Ph.D. thesis, Mississippi State University.
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