| Autor: |
Villella, Edward F., Hu, Michael |
| Zdroj: |
Journal of Marketing for Higher Education; Sep1990, Vol. 3 Issue 1, p79-88, 10p |
| Abstrakt: |
Recruiting first-time students to a college campus has been an on-going activity at universities for many years. Conversely, keeping already-admitted students is a relatively new phenomenon that recognizes the important contribution that retention makes, along with recruitment, to total enrollment. This paper reasons that recruitment and retention are not, and should not, be operating in total isolation of one another. Indeed they are not mutually exclusive. The researchers propose that the variable linking recruitment and retention is college choice - the selection process that a student goes through in choosing a college and forming expectations of the institution selected. This study shows empirically that college chocie does have a direct effect on a college student's intent to stay or leave an institution. [ABSTRACT FROM PUBLISHER] |
| Databáze: |
Complementary Index |
| Externí odkaz: |
|
