Ratings of college characteristics by students intending to major in several areas of study were compared to assess whether they held different perceptions about Marywood College. Analysis indicated that some perceptions of characteristics differed according to intended department of study. The ways in which knowledge of these perceptions was used to improve marketing processes at the departmental level are discussed.
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References
1.
LittenL. H.SullivanO.BrodiganD. L. (1983) Applying market research in college admissions. New York: College Entrance Examination Board.
