Enrollment management is a major component within the organizational structure of most four-year universities today. However, this is not necessarily the case with community colleges. With the continual decrease in public funding and increased competition with private colleges and universities, public community colleges are now being forced to…

The NEAIR (North East Association for Institutional Research) 2012 Conference Proceedings is a compilation of papers presented at the Bethesda, Maryland conference. Papers in this document include: (1) Can a Marketing Campaign Increase Response Rates to Online Course Evaluations? (Kimberly Puhala); (2) Developing Community College Peer…

In designing an institutional advancement survey, it is thought that the researcher must have a clear conception of the survey's purpose. The relationship of research to theory, the nature of the survey, data collection, and analysis and interpretation are discussed. (Author/MLW)

An annotated bibliography intended to add to the advancement officer's understanding of the survey (its design, techniques, and uses) is provided. (Author/MLW)

Because several legitimate survey techniques are available, the higher education institutional advancement officer must compare available methods and decide which ones to use for each survey task. Three methods available (the personal interview, the telephone interview, and the mail questionnaire) are discussed. (Author/MLW)

A survey done properly by accepted and scientifically justifiable techniques can provide information on behalf of the goals of institutional advancement in academe. Deficiencies in institutional research are seen as the result of the lack of guidance on survey design, questionnaire construction, or problem definition in education research texts.…

The analysis of questionnaire data involves a sequence of planned activities beginning with questionnaire development and concluding with a report of the results of the study. Most questionnaires require the use of numerical codes to facilitate computer processing of results and to select appropriate statistical procedures for summarizing the…

The office of institutional research can play a key role in creating a college's marketing plan. Designing survey instruments and evaluations to support new program development, employer-based education, and recruiting concepts are areas where institutional research can make important contributions (Author/MLW)

The mail questionnaire is seen as a risky data- and information-gathering instrument but an effective way to tap constituent attitudes. Knowing when and how to use it is considered crucial in institutional advancement in academe. Goals and objectives, design assumptions, and types of questions and response formats are discussed. (Author/MLW)

The survey holds an increasingly important place in institutional advancement. As college and university decision makers turn more and more to their constituencies for support and assistance, a competent information-gathering and processing network becomes crucial. Heuristic v algorithmic designs, Attitude Information System, and the microcomputer…

Advice for colleges on how to identify, develop, and communicate a positive image for the institution is offered in this handbook. The use of market research techniques to measure image is discussed along with advice on how to improve an image so that it contributes to a unified marketing plan. The first objective is to create and communicate some…

The application of basic marketing techniques to achieve the goals of colleges and universities is discussed. The guide is designed to help administrators and admission officers influence the image projected by their institutions. Attention is also directed to how to position an institution among its competitors, how to develop activities and…

The marketing tools and techniques of the main campus of Ohio University, Athens, were used to carry out an admission marketing research project to aid its five two-year regional campuses. A survey instrument was sent to 897 admitted applicants for fall 1988 in mid-August, with a followup in early September. Response rate was 41%. The survey…

Alumni research does not yet have its own body of literature and resources. Readings are selected from related areas, such as fundraising, marketing, survey research, and other resource books. (MLW)

A comparison of telephone and mail surveys of accepted applicants who chose not to attend Virginia Polytechnic Institute and State University was undertaken. The telephone method was used to interview the undergraduate applicants' parents, while the mail survey was sent to graduate school applicants. The telephone survey concerned 161 in-state…