Provides references to ERIC documents dealing with marketing community colleges. Covers the purpose of marketing, planning, and implementing marketing programs, the extent to which marketing is being used, descriptions of programs and activities at individual institutions, and the role of institutional research in support marketing. (DD)

The concept of "futurism" in higher education program planning, self-study and goal setting is taking on increasing significance. Two research techniques for "futures forecasting" are discussed: the Delphi and the Scenario. These techniques have been used successfully in institutional self-study and program evaluation.…

Although traditional surveys are a valuable tool for college institutional researchers and others gathering data to support quality improvement programs, focus groups offer another technique for understanding university community members' needs and opinions by probing areas of special interest. University of Miami (Florida) experience illustrates…

A survey of institutional researchers at 243 New England colleges and universities examined respondents' (N=127) views on the current and projected roles of institutional research. Results document limited resources particularly in small institutions. Also, a majority of institutional researchers reported that they were engaged extensively in…

Educational approaches to social work in the United States are compared with programs in South America. The first half of the document discusses a 1981 survey conducted by Argentine Professor Alayon. Questionnaires were sent to 236 schools in 21 Latin American countries. Data are based on 46 responses from 13 countries concerning status of the…

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…

Discipline is generally recognized as among the more important determinants of faculty salary. Discipline differences in faculty salary are normally accepted at face value, assumed to be the result of market forces. (The same assumption is commonly made about wage differences among occupations.) This paper reports on findings from an analysis of…

In order to establish baseline data for a continuing examination of non-returning students at Montgomery College, questionnaires were sent to 570 "special students"--students not matriculated in a particular curriculum and who do not intend to complete a degree or certificate--who attended the college during spring 1970 but did not return for the…

The NCHEMS Information About Students (IAS) project has as one of its primary goals the development of procedures and materials to assist institutions of postsecondary education in conducting attrition studies. It was the intent of the IAS project to develop and pilot test a questionnaire and accompanying procedures that would help institutions…

Four studies conducted at Harcum College (Pennsylvania) in fall 1969 were presented. From a survey to determine students' reasons for attending Harcum, it was concluded that substantial numbers of students view their college education as a means of acquiring future direct, material rewards. A study on student attrition demonstrated the variety and…

An investigation was made of the effects of drop policy changes at Pasadena City College on student attrition and final-grade distributions. Data on student attrition were obtained from data processing printouts for the years 1965-1973, and final-grade distribution data were obtained from Departmental Grade Distribution Reports produced annually.…

The television viewing habits of television students enrolled in a psychology course or an anthropology course were studied by means of a TV viewing log. In addition to the log, a demographic questionnaire was also filled out. This report is comprised of the data collected during the study, which is presented in 69 tables. Six appendixes provide:…

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)