This applied dissertation proposal evaluated the sources and content of public information offered to adult learners by formal higher education degree programs, specifically from web-based and mailed recruiting materials. The evaluation study examined the current offerings of evening and online programs available from 82 postsecondary institutions in the state of Wisconsin. Data were gathered by both quantitative and qualitative research methods and specifically examined degree programs offered, program benefit claims promised to potential students, potential costs, and admission requirements. Evaluations focused on how effectively the materials targeted potential adult learners as consumers of education. In addition, comparisons were made with census data by county and available postsecondary educational locations that determined competition, over-capacity areas, and market saturation. Data were gathered from publicly available sources, such as the Internet, mailed requests for information, and phone inquiries. Competitive data were gathered from all Wisconsin-area institutions and those out-of-state institutions that have actively marketed in Wisconsin that also provided a marketing context to educational options available to adult learners. Data gathered are reported with both descriptive and inferential statistics. These results provide evidence of differences in how institutions market to potential student consumers, specifically through institutional websites and mailed printed materials. Significant differences were found between state-sponsored and other-sponsored institutions. The research findings have identified specific market opportunities and limitations for timely consultations to institutions for revised program content, delivery formats, and marketing strategies.
| Date of Award | Jan 1 2004 |
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| Original language | English |
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| Supervisor | Susan A. Torbenson (Supervisor), Larry N. McCarthy (Advisor) & Maryellen Maher (Advisor) |
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