Marketing is an essential component of an effective enrollment management plan. The broad mission of a comprehensive community college requires multiple, targeted communications campaigns. Institutional research can contribute to marketing success at all phases of decision making.

A guide to environmental scanning looks at its rationale and relationship to strategic planning, and outlines three administrative approaches: establishment of a committee, sponsoring a scanning conference or event, and assigning the task to the institutional research or planning office. (MSE)

An effective environmental scan will improve the quality of community college planning and decision making by alerting institutional leaders to the challenges and opportunities in the environment. Scanning can be done in three ways: (1) establishing a scanning committee to gather and synthesize information to guide planning; (2) sponsoring a…

Designed to help institutional researchers transform data into useful information, this paper discusses principles for presenting research results to administrators in the top levels of management. The first section describes ten fundamental principles of data presentation: knowing what information is needed; knowing when the information is…

Describes how Prince George's Community College developed an institutional research-based approach to accountability reporting in response to Maryland's statewide accountability requirements. Offers specific examples of the application of institutional research data to the development of accountability plan objectives. Identifies several issues…

Environmental scanning, enrollment forecasting, budget analyses, and institutional effectiveness assessment are examples of the explicit contributions institutional research offices make to campus strategic planning.

An overview is provided of the responses made by Maryland's community colleges to growing concerns for accountability and the measurement of educational outcomes. First, the paper reviews the legislative initiatives and agency actions that characterized the state's movement toward a formalized, state-coordinated institutional assessment procedure.…

Expectations and roles of institutional researchers in higher education institutions are considered, as well as the question of what a research office should expect from its institution. A performance monitoring system for the assessment and continuous improvement of institutional research is also proposed. Ways that institutional research can be…

The argument is made that without proper staffing and support (a condition that occurs as financial pressures on higher education institutions increase) institutional research will not be able to prepare analyses of enough depth and sophistication to constitute a meaningful contribution to policy-making. An outline is provided as to how to…

Developed to help colleges enhance the effectiveness of their institutional research efforts, this workbook provides strategies for increasing effectiveness and examples of techniques and research from Maryland's Prince George's Community College (PGCC). First, an introduction summarizes the changing responsibilities of institutional research and…

Designed for institutional researchers, this handbook provides practical guidelines for the operation of an effective research office. Chapter I defines institutional research and describes tasks a research office may undertake, including strategic planning support, budget development, facilities planning, personnel and staffing analyses,…

In an effort to cross boundaries and make connections between theory, research, and academic planning, Prince George's Community College in Maryland (PGCC) and the University of Maryland University College's Institute for Research on Adults in Higher Education (IRAHE) developed a partnership using national and institutional research to link theory…

Guidelines are offered to institutional researchers and planning analysts for presenting research results in formats and levels of sophistication that are accessible to top management. Fundamental principles include: (1) know what is needed; (2) know when the information is needed; (3) match format to analytical sophistication and learning…

In 1991, a national survey was conducted of institutional research directors at 150 two- and four-year colleges to investigate practitioner perceptions of institutional research effectiveness and productivity. Randomly selected directors of institutional research were mailed a one-page questionnaire, requesting information about institution size…

At Prince George's Community College (PGCC) in Largo, Maryland, a number of environmental and revenue changes in the 1980's resulted in complex political issues for the college. Changes in the county's black population (from 14% in 1970 to 51% in 1990) meant that the faculty's composition no longer reflected the diversity of the student…