A guide for conducting alumni surveys is presented, including 22 sample questionnaires. The first section on planning an effective survey strategy includes the following five articles: "Let's Take a Survey" (Cletis Pride); "Surveying Your Alumni: Or an Unexamined College Is Not Worth Loving" (Jocelyn Bartkevicius); "Make Your Survey Scientific"…

Basic and practical information on how to do opinion surveys and how to apply the information gathered for use in student recruitment, public relations, and other advancement programs is presented. In addition, 12 sample questionnaires are included that have helped colleges and universities measure the opinions of alumni, students, faculty/staff,…

Theory underlying marketing in the public sector is presented in combination with specific examples of marketing strategies and techniques used in college unions and student activities programs across the country. The subject of marketing is discussed under six major subject headings: (1) why marketing? (2) analyzing marketing opportunities; (3)…