The Influence of the DVD format on the College Selection Process
Lanagan, Douglas F
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SubjectDVD College Recruitment; college selection; video; promotion; decision making; sense making theory
This case study centers on the role of the DVD format in regards to the decision making process about selecting a college. This study centers on the possible role that a DVD could play in that selection process, and what features an effective DVD might include in order to play a role in that decision. A Pilot DVD was produced for recruitment purposes in the Radio-Television Broadcasting program at a small upstate New York community college. Qualitative interviews were conducted with administrators, Admissions staff, prospective, current, and future students.Surveys were also conducted, both in person and online. The production process and distribution of the DVD is described, and the role of the DVD in the decision making process for selecting a college was examined. The evolution of Web 2.0 technologies was also taken into account. The research indicates that the DVD format was useful to students in their decision making process regarding enrolling in the program. It was also determined in this case study that the impact of the DVD alone, when considered against all other media used in college recruitment and decision making, was difficult to ascertain.