MARKET SEGMENTATION: IMPLICATIONS FOR RECRUITMENT OF NURSING STUDENTS FOR MARYLAND ASSOCIATE DEGREE AND BACCALAUREATE NURSING PROGRAMS.
Contributors: University of Maryland, College Park.
Published: 1993
Number of pages: 406
Subjects: Health Sciences, Nursing.; Education, Administration.
Description: The purpose of this study was to apply a marketing technique, market segmentation, to nursing education in order to provide suggestions for recruitment of nursing students. This research examined a sample (n = 626) of associate degree (AA) and baccalaureate degree (BSN) nursing students by segmenting by benefits and program type and analyzing their differences.

Discrete benefit segments were not present. The most significant difference between students in AA and BSN programs was that BSN programs attracted more traditional students, while AA programs attracted more nontraditional students. Most nursing students wanted economic security as well as satisfaction from helping others. Many had a friend who was a nurse and most had worked in a health care setting. They chose their program because they wanted personal growth, professional growth, advancement, and a quality education. They chose their institution because of its reputation, location, and cost. Recommendations for recruitment are provided.
Notes: Source: Dissertation Abstracts International, Volume: 54-10, Section: B, page: 5092.

Thesis (PH.D.)--UNIVERSITY OF MARYLAND COLLEGE PARK, 1993.

School code: 0117.