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Educational Assessment, Evaluation, and Research

Ashland University

Articles 1 - 2 of 2

Full-Text Articles in Education

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 ...


What Can Student Affairs Learn From Nielsen Audio? Benefits Of Using A Modified Arbitron Assessment In Higher Education, Oscar T. Mcknight Ph.D., Kerri Carmichael, Jonathan Locust Jr Jun 2014

What Can Student Affairs Learn From Nielsen Audio? Benefits Of Using A Modified Arbitron Assessment In Higher Education, Oscar T. Mcknight Ph.D., Kerri Carmichael, Jonathan Locust Jr

Oscar T McKnight Ph.D.

This presentation explores the history and evolution of an Arbitron assessment model (Nielsen Audio) when applied in higher education, specifically Student Affairs. Highlighted are the differences between traditional models of Student Affairs assessments and a modified Arbitron assessment. This new Student Affairs assessment model allows an institutional researcher to study student feedback minute to minute, day to day, week to week basis, etc. Discussed are the strengths and weaknesses of a Nielsen Audio model when applied to Student Affairs.