Using focus group research to evaluate recruitment publications : an honors thesis (HONRS 499)

The purpose of this thesis is to examine the use of focus group marketing research in the evaluation of college recruitment publications. It includes background information on both the use of recruitment publication and focus group research. Furthermore, this paper details the planning, organization, and results of an actual focus group research project conducted in conjunction with the Ball State University Office of Admissions. This study involved one hundred and forty-seven college-bound students who were selected at random to participate in this focus group project. These students evaluated recruitment publications from nineteen colleges and universities, including Ball State. This thesis examines the effectiveness of this particular focus group study.