| Abstract: | ABSTRACT As part of an ongoing market research function, the administration at a private university's business school implemented a project to better understand the composition of its master's students. This research was an extension of a similar study conducted for the school's doctoral programs. Like the earlier study on doctoral students, a behavioral approach that employed a theoretical model of the decision process leading to enrollment was applied to master's students. This enrollment process model was utilized to guide the implementation of a survey that sampled the school's current students. Application of this model to questionnaire development procedures is also presented. Based on the information collected, the decision process leading to enrollment in the master's business programs was characterized. Quadrant analysis was applied to selected data derived from the enrollment process model in order to develop a two dimensional profile of students. In practice, this depiction provided insight to student perception of ideal versus actual program characteristics. The usefulness and applicability of the enrollment process model in achieving enrollment management objectives is also discussed. |
