An analysis of admissions yield and telemarketing at Texas A&M University-Kingsville /
The percentage of students admitted for enrollment who actually matriculate is termed admissions yield and has been identified as one of the top ten strategic indicators for higher education. Extensive research on the college choice process has been conducted. However, few studies have focused on th...
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| Format: | Thesis Book |
| Language: | English |
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[Place of publication not identified] :
[publisher not identified] ;
1999.
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| Online Access: | http://proxy.library.tamu.edu/login?url=http://proquest.umi.com/pqdweb?did=733512891&sid=1&Fmt=2&clientId=2945&RQT=309&VName=PQD |
| Summary: | The percentage of students admitted for enrollment who actually matriculate is termed admissions yield and has been identified as one of the top ten strategic indicators for higher education. Extensive research on the college choice process has been conducted. However, few studies have focused on the anal stage of college choice and examining a target population which is comprised of primarily Hispanic students. The target population for this study was all first-time freshmen applicants at a regional comprehensive institution who were admitted for the Fall 1997 semester. Demographic data derived from student applications were analyzed using chi square analysis to identify significant relationships. Admitted Hispanics who reside outside the service region were more likely to matriculate to this Hispanic Serving Institution (HSI) than admitted Whites from outside the region. Admitted and matriculating Whites were of higher ability as measured by college entrance test scores and admission status. There was no significant difference in the matriculation rates by gender. The major competitors identified were other public four-year institutions serving the same geographic region. This study suggests the telemarketing calls had a negative impact on recruitment as 62 percent of those students who did not receive a call matriculated to the institution while only 51 percent of those who were called matriculated to the institution. Although attempts were made by student callers to contact everyone admitted, less than 35 percent of first-time freshmen admitted were successfully contacted. Those called were not ethnically representative of the entire population and those called had higher college entrance scores and higher percentile class ranks than those who did not receive a telemarketing call. The yield for those who indicated their intent to matriculate was consistent for both Hispanics and Whites. Logistic regression analysis of those who matriculated identified two predictors of admissions yield at the institution: early admission application and residency within the service region. Logistic regression analysis of those who received a telemarketing call identified three predictors of admissions yield at the institution: intent to matriculate as indicated during a telemarketing call, early admission application and residency within the service region. |
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| Item Description: | Vita. "Major Subject: Educational Administration". |
| Physical Description: | xii, 151 leaves ; 28 cm. Issued also on microfiche from University Microfilm Inc. |
| Bibliography: | Includes bibliographical references (leaves 136-144). |