Principals aim to hire outstanding teachers. But how do they do this? How do they reduce the large number of applicants to a workable number? What process do principals use to hire and to what extent does variation exist among hiring practices? This article investigates the current hiring practices of K-12 principals. Principals were examined on…

Six out of ten Americans now say that colleges today operate more like a business, focused more on the bottom line than on the educational experience of students. Further, the number of people who feel this way has increased by five percentage points in the last year alone and is up by eight percentage points since 2007. These are highlights from…

For increasing numbers of Americans, a fundamental element of the American Dream appears to be at risk. A solid majority consider a college degree an indispensable ticket to the middle class, while even more people believe college is financially out-of-reach for many qualified students. The authors of this report advocate that findings have…

The importance of marketing research can be gauged simply through an examination of the wide range of organizations that use research. These organizations include small and large businesses, manufacturing and technology companies, policymakers, nonprofit organizations and government agencies. Marketing research focuses on the identification of…

This article provides ideas on how to conduct alumni telephone surveys: (1) use the information gathered; (2) implement a survey; (3) develop appropriate questions; (4) test a survey instrument; (5) train interviewers; (6) collect the data; (7) analyze the results; (8) report the results; and (9) use the results to take action. (MDM)

Examines how the U.S. public views the benefits associated with local governments' recreation and park services. The study concerns use of services; types of benefits perceived at the individual and group levels; and relationships between the respondent's perception of benefits, socioeconomic and demographic status, and use of such services. (GLR)

This article describes the University of Illinois's telemarketing test to recruit new alumni association members. The computerized calling program resulted in 379 new members (out of 9,278 alumni contacted), netted a profit, and indicated that different groups of alumni react to phone solicitations differently. (DB)

Suggestions are offered for automating university telemarketing efforts. The integration of computer technology with existing phone systems can be accomplished using various types of terminals, caller-controlled or computer-controlled dialing, systematic database management, and institutional commitment. Increased efficiency and long-term cost…

Higher education administrators often wonder if the information they receive from the low response rates to surveys of non-matriculating applicants accurately reflects the entire population of these non-matriculants. These questions are exacerbated by evidence that response bias does exist. This paper describes how St. Mary's College in Notre…

Dalhousie University (Nova Scotia) has moved from fund-raising phonathons which relied on prospect cards to complete computerization. Procedures describe how the system records pledges and biographical information and generates statistical reports. Increased efficiencies and cost savings have been realized. (DB)

Sixty training tips are presented for university phonathon fund-raising managers, focusing on training materials, the training session, role playing, talking points with trainees, togetherness, food and prizes, morale boosters, talking points with prospects, and how to ask for a pledge. (DB)

Two studies evaluated college student response rates to mail surveys. One found that enclosure of raffle tickets improved response rates but only for students living in campus housing. The second study showed that nonrespondents who were telephoned before receiving a second questionnaire mailing were more likely to respond. (Author/MSE)

Describes and evaluates eight elements of a comprehensive market-research program for commuter colleges: secondary research with formal environmental scanning, local business community-needs assessment; adult community-member telephone survey, classroom survey, new student survey, focus groups, brainstorming sessions, and survey of college…

This study examined several aspects of family viewpoints regarding the financing of higher education. Data were collected via a telephone survey of 800 parents of college bound high school students and 300 college bound high school juniors and seniors. The survey examined attitudes in such areas as: the relative importance of financing college…

This report presents recommendations of the Pew Health Professions Commission regarding changes in health care education. It identifies 17 competencies that practitioners should be prepared for by the year 2005. Recommendations include: expand access to effective care; provide contemporary clinical care; emphasize primary care; participate in…