Effective Models for Measuring Students' Attitudes Toward the Marketing Education Program

The author used two attitude-measuring models in compare the attributes of the marketing education program, tangible or symbolic, in terms of their relative importance to students' attitudes toward the program. The data were analyzed by using multiple regression. The findings are that students' attitudes are more closely related to the program's tangible attributes than to the symbolic attributes. However, the relationship to the symbolic attributes, although secondary, is significant. The findings should facilitate in developing a promotional campaign which will incorporate and emphasize the significantly important tangible and symbolic attributes of the program. The findings also demonstrate the effectiveness of the models to measure student attitudes in any vocational area.

The purpose of this study was to identify how students feel about particular attributes of a vocational program. Based on the findings, educators strengthen or modify the program for better results. Thus, research-based information can assist vocational educators to develop more appropriate promotional packages that will adequately inform students and attract them into appropriate vocational programs. The use of effective models to measure students' attitudes toward tangible and symbolic program attributes can provide researchers with sound research results that teachers and other educational leaders can easily implement.

Research can identify and assist in resolving problems in vocational education programs, such as declining enrollments. In Virginia, marketing education enrollments have been declining ( Hatzios & Heath-Camp, 1991 ). In the past 15 years, low enrollments in marketing education have been a serious problem nationally ( Burrow, 1985 ; Ely, 1984 ). Even though national enrollments have taken a turn upward in recent years ( Hatzios & Heath-Camp, 1991 ), with the anticipated growth in total student numbers in the educational system ( U. S. Department of Labor, 1992 ), there is a need to continue program growth in marketing across the nation.