A STUDY TO IDENTIFY THE EFFECTS OF COMMUNITY COLLEGE STUDENT RECRUITMENT MARKETING BY TELEVISION ON PROSPECTIVE STUDENTS By Raymond B. Denton A Dissertation Submitted to the Faculty of Mississippi State University in Partial Fulfillment of the Requirements for the Degree of Doctor of Philosophy in the Department of Instructional Systems, Leadership and Workforce Development Mississippi State, Mississippi December 2007 A STUDY TO IDENTIFY THE EFFECTS OF COMMUNITY COLLEGE STUDENT RECRUITMENT MARKETING BY TELEVISION ON PROSPECTIVE STUDENTS By Raymond B. Denton Approved: _________________________ ______________________________ Connie M. Forde Mark Goodman Professor of Instructional Systems, Associate Professor Leadership & Workforce Development (Minor Professor) (Director of Dissertation) __________________________ ______________________________ James Adams Vince McGrath Associate Professor of Instructional Professor of Curriculum & Instruction Systems, Leadership & Workforce (Committee Member) Development (Committee Member) __________________________ ______________________________ Anthony A. Olinzock Jerry Mathews Professor of Instructional Systems, Graduate Coordinator Leadership & Workforce Development Instructional Systems, Leadership & (Committee Member) Workforce Development ____________________________ Richard Blackbourn Dean of the College of Education Name: Raymond B. Denton Date of Degree: December 14, 2007 Institution: Mississippi State University Major Field: Technology and Education Major Professor: Dr. Connie M. Forde Title of Study: A STUDY TO IDENTIFY THE EFFECTS OF COMMUNITY COLLEGE STUDENT RECRUITMENT MARKETING BY TELEVISION ON PROSPECTIVE STUDENTS Pages of Study: 130 Candidate for Degree of Doctor of Philosophy 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 late- adopters 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. DEDICATION I respectfully dedicate this work to my family. My parents, Pete and Helen Denton, encouraged and supported me through all my educational endeavors. My wife, Rhonda, whose understanding I could always count on. Also to my sister, Cathy, and brother, Bob, who have always stood by me. ii ACKNOWLEDGMENTS I would like to express my gratitude to several people who have encouraged and supported me through my graduate program. These individuals have made the difference in my successful completion of this work. I extend my sincere appreciation to Dr. Connie Forde for her unwavering support as my committee chair and dissertation director. I also have the deepest appreciation for the guidance and encouragement from my entire committee. Dr. Mark Goodman, Dr. James Adams, Dr. Vince McGrath, Dr. Jerry Mathews and Dr. Anthony Olinzock all contributed greatly in helping me complete this work in a professional manner. I also must express my gratitude to Billy Beal, Caroline Beeland, Mary Culpepper, Rita McClure and Dr. Ed Snodgrass for support in completing this dissertation. In addition, I thank Eddie Holladay for his gracious support. Finally, I extend praise to my Lord, Jesus Christ, for blessing me in my faith with all my endeavors. iii TABLE OF CONTENTS DEDICATION.................................................................................................................... ii ACKNOWLEDGMENTS ................................................................................................. iii LIST OF TABLES............................................................................................................ vii LIST OF FIGURES ......................................................................................................... viii CHAPTER I. INTRODUCTION.............................................................................................1 Problem Statement ............................................................................................4 Purpose...............................................................................................................5 Research Questions............................................................................................6 Need for the Study ............................................................................................6 Limitations ........................................................................................................8 Definition of Terms ...........................................................................................9 II. LITERATURE REVIEW ...............................................................................12 Marketing History ...........................................................................................12 Community College Marketing History ..........................................................13 Television Marketing.......................................................................................17 Campaign Plan.................................................................................................19 Measurement ...................................................................................................20 Source-Credibility ...........................................................................................22 Target Audience ..............................................................................................22 Philosophy........................................................................................................23 College Choice Process....................................................................................26 Discrete Target Audience ................................................................................27 Target Audience Research ...............................................................................30 Meridian, Mississippi Community Profile ......................................................31 Meridian Community College (MCC) Institutional Profile.............................33 Summary..........................................................................................................34 iv III. METHODOLOGY .........................................................................................36 Research Design...............................................................................................36 Population ........................................................................................................38 Instrument ........................................................................................................42 Survey Questionnaire.......................................................................................43 Validity and Reliability....................................................................................44 Validity ......................................................................................................44 Reliability...................................................................................................44 Ethical Issues ...................................................................................................45 Procedures........................................................................................................46 Research Questions..........................................................................................47 IV. DATA ANALYSIS..........................................................................................50 Research Question One....................................................................................53