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Selected Works

Psychology

Oscar T McKnight Ph.D.

Articles 31 - 36 of 36

Full-Text Articles in Education

Floating A University Website: If You're Going To Fish, Bring The Right Bait, Oscar T. Mcknight, Ronald Paugh Nov 1999

Floating A University Website: If You're Going To Fish, Bring The Right Bait, Oscar T. Mcknight, Ronald Paugh

Oscar T McKnight Ph.D.

Visual and printed information desired by precollege students were examined using a cluster technique. Significant relationships between the ACT score and student preferences were found. Several recommendations are offered to assist college and university administrators integrate the research and interactivity of the Web into their overall marketing strategy.

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Advertising Slogans And University Marketing: An Exploratory Study Of Brand-Fit And Cognition In Higher Education, Oscar T. Mcknight, Ronald Paugh Dec 1998

Advertising Slogans And University Marketing: An Exploratory Study Of Brand-Fit And Cognition In Higher Education, Oscar T. Mcknight, Ronald Paugh

Oscar T McKnight Ph.D.

It is not uncommon for universities to develop and market their advertising slogan. This study examines institutional advertising slogans, and empirically tests the cognitive component of brand-fit. Findings are indicative of a relationship between cognition and university advertising slogans. Implications for university communications are marketing strategies are discussed.

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A Rapid Assessment Model For Student Affairs: A Paradigm, Oscar T. Mcknight, Robin W. Gagnow, Sue Heimann Dec 1998

A Rapid Assessment Model For Student Affairs: A Paradigm, Oscar T. Mcknight, Robin W. Gagnow, Sue Heimann

Oscar T McKnight Ph.D.

The importance and relevance of ongoing assessment within Student Affairs is paramount. However, there is often a problem securing relevant information within a brief window of time typically allotted by students. Therefore, this research introduced a rapid assessment model: The One-Minute Assessment. Findings suggest that the analysis of results given the One-Minute assessment can be both descriptive and inferential, depending on the planned assessment questions. The research addressed the Pros and cons of the One-Minute Assessment.

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The Unification Of Marketing And Assessment In Higher Education: A Model, Oscar T. Mcknight, Ronald Paugh Dec 1997

The Unification Of Marketing And Assessment In Higher Education: A Model, Oscar T. Mcknight, Ronald Paugh

Oscar T McKnight Ph.D.

A marketing assessment model that includes university outcome measures is presented. The model incorporates consumer expectations theory and marketing strategy. Findings indicate that student expectations vary among the undergraduate population. Marketing implications for student recruitment and retention efforts are offered

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Merging Retention And Financial Aid In Enrollment Management By Market Segmentation, Oscar T. Mcknight, Ronald P Dec 1997

Merging Retention And Financial Aid In Enrollment Management By Market Segmentation, Oscar T. Mcknight, Ronald P

Oscar T McKnight Ph.D.

High school GPA, ACT score, academic effort, and financial need in predicting student retention risk are examined. The objective is to merge retention risk with financial aid and to explore the options available to the university. Financial aid leveraging is discussed in terms of product fit and positioning strategies

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A Comparison Of Likert Response Formats In Student Affairs: The Abc's Of Assessment, Oscar T. Mcknight, Robin W. Gagnow, Sue Heimann Dec 1997

A Comparison Of Likert Response Formats In Student Affairs: The Abc's Of Assessment, Oscar T. Mcknight, Robin W. Gagnow, Sue Heimann

Oscar T McKnight Ph.D.

No abstract provided.

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