Recruitment of College-Bound Youth Through Use of the ACT Assessment File PDF Download

Author: Ray A. Zimmerman
Publisher:
ISBN:
Category :
Languages : en
Pages : 155

Get Book Here

Book Description
The purpose of this research was to determine the feasibility of using the American College Testing (ACT) assessment file for recruiting college- bound young people by employing a market segmentation approach coupled with a personalized approach to information dissemination. Two exploratory studies were conducted to examine the utility of telephone interviews and mail campaigns in stimulating interest among high school seniors and recent graduates in foreign language training at the Defense Language Institute (DLI). The treatment group for each study consisted of individuals who had studied a foreign language for three or more years. Both the telephone and mailout approaches are very effective in attracting individuals from the target segment of the college-bound market. The telephone approach is more efficient than the mailout approach in generating enlistments, but also more costly. In addition to foreign language background, interest in studying abroad may be used as a criterion in selecting names from ACT if individuals are to be contacted by telephone.