The influence of communication sources on a student's evaluation of university selection: a regional university study
Bilbe, Ashleigh, and Rose, Janelle (2010) The influence of communication sources on a student's evaluation of university selection: a regional university study. In: Australian and New Zealand Marketing Academy Conference: doing more with less, pp. 1-10. From: ANZMAC 2010 Australian and New Zealand Marketing Academy Conference, 29 November - 1 December 2010, Christchurch, New Zealand.
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Universities are under considerable pressure to recruit students and an understanding of the decision making process of students is necessary. This paper examines the various communication sources students consult including traditional, word of mouth and electronic word of mouth. Further to this four evaluative criteria, trustworthiness. expertise, relevance and risk are used to evaluate the communication sources to allow for a more comprehensive understanding of their influence. The findings of the focus groups indicated that traditional and word of mouth were the dominant sources consulted and the evaluative criteria were appropriate and played a role in influencing the perception of the sources in the study context. To explore these initial findings further, a survey is proposed.
|Item Type:||Conference Item (Refereed Research Paper - E1)|
|Keywords:||communications sources, student decision making process, evaluative criteria, university selection, regional university|
|Date Deposited:||19 Apr 2011 06:29|
|FoR Codes:||15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150503 Marketing Management (incl Strategy and Customer Relations) @ 100%|
|SEO Codes:||91 ECONOMIC FRAMEWORK > 9104 Management and Productivity > 910403 Marketing @ 100%|