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Education Commons

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Educational Assessment, Evaluation, and Research

Oscar T McKnight Ph.D.

Consumer Behavior

Articles 1 - 7 of 7

Full-Text Articles in Education

Retrenchment In Higher Education: Public Perceptions And Marketing Implications, Oscar T. Mcknight, Ronald Paugh, Jamie Waltz, Jordan Mcknight Mar 2015

Retrenchment In Higher Education: Public Perceptions And Marketing Implications, Oscar T. Mcknight, Ronald Paugh, Jamie Waltz, Jordan Mcknight

Oscar T McKnight Ph.D.

Many institutions in higher education are actively engaged in the retrenchment process; that is, eliminating, redacting or restructuring administrators, staff, faculty, programs and services in order to achieve financial stability. This research examined public perceptions of retrenchment by conducting a series of modified Delphi groups. Results suggest a public awareness and belief that retrenchment will not impact academic or experiential quality. Presented is REDUCE – a retrenchment strategy and process for university administrators and marketing professionals.


Using Perceptual Maps For Career And College Counseling, Oscar T. Mcknight, Kerri Carmichael, Gregory Pollock Nov 2014

Using Perceptual Maps For Career And College Counseling, Oscar T. Mcknight, Kerri Carmichael, Gregory Pollock

Oscar T McKnight Ph.D.

Perceptual mapping is a modeling technique used in business to visually display relationships and perceptions of customers. In business, perceptual maps are often called product positioning maps. Conceptually, perceptual maps foster a better and deeper understanding of products and services in terms of public perception or actual outcomes. In short, marketers attempt to position products, product line, and brand or company type relative to their competition or competency. For counselors, this process facilitates open and honest discussion relative to personal expectations and goals. This presentation reviews how to interpret and use a Perceptual Map given a multiple variable (axis) system ...


Increasing College Football Attendance: An Exploratory Study Of Fan Typology, Oscar T. Mcknight, Ronald Paugh, Jordan Mcknight, Wenhui Jin Feb 2013

Increasing College Football Attendance: An Exploratory Study Of Fan Typology, Oscar T. Mcknight, Ronald Paugh, Jordan Mcknight, Wenhui Jin

Oscar T McKnight Ph.D.

No sport enjoys more popularity in the USA than football. However, not every college can fill their stadium. This study examined spectator typology and college football attendance. Four typologies emerged as well as a chronology of expectations for game events. Presented is PUNT a sport marketing strategy to increase football game attendance.


Using The Fcb Grid To Evaluate A Failed Mental Health Levy: The Marketing Implications Of Stigma, Oscar T. Mcknight, Ronald Paugh, Steffi Liotta, Wenhui Jin Mar 2012

Using The Fcb Grid To Evaluate A Failed Mental Health Levy: The Marketing Implications Of Stigma, Oscar T. Mcknight, Ronald Paugh, Steffi Liotta, Wenhui Jin

Oscar T McKnight Ph.D.

This research found that using the FCB Grid to develop and evaluate a mental health levy campaign has merit. Likewise, stigma has both positive and negative impact on a mental health levy. Introduced is the ‘STIGMA’ planning model to help mental health professionals pass a public mental health levy.


Marketing To Helicopter Parents: Hovering Headache Or Untapped Economic Resource, Oscar T. Mcknight, Ronald Paugh, Aaron Mcknight, Heidi Parker Dec 2007

Marketing To Helicopter Parents: Hovering Headache Or Untapped Economic Resource, Oscar T. Mcknight, Ronald Paugh, Aaron Mcknight, Heidi Parker

Oscar T McKnight Ph.D.

Too often helicopter parents are deemed bothersome to professionals in higher education. However, this research indicates that helicopter parents are a niche market. Thus, incorporating the helicopter parent into a university's offical target marketing campaign appears warranted and necessary given the current economic climate.


Mass Customization And Permission Marketing: An Exploratory Study Of Higher Education, R Bitar, Oscar T. Mcknight, Ronald Paugh Dec 1999

Mass Customization And Permission Marketing: An Exploratory Study Of Higher Education, R Bitar, Oscar T. Mcknight, Ronald Paugh

Oscar T McKnight Ph.D.

No abstract provided.


Pest Testing Consumer Behavior In Higher Education: A Perceptual Identity Audit With Bite, Oscar T. Mcknight, Ronald Paugh Dec 1999

Pest Testing Consumer Behavior In Higher Education: A Perceptual Identity Audit With Bite, Oscar T. Mcknight, Ronald Paugh

Oscar T McKnight Ph.D.

No abstract provided.