IDEAS home Printed from https://ideas.repec.org/a/taf/jmkthe/v11y2000i1p63-72.html
   My bibliography  Save this article

Appreciating the Needs of Non-Traditional Students: Women as a Growing Market for Colleges and Universities

Author

Listed:
  • Matthew D. Shank
  • Margaret H. Winchell
  • Margaret Myers

Abstract

In response to this unprecedented growth, higher education is finally recognizing the contribution of the adult learner. Previous research has explored what the “nontraditional” student values in an education. While our knowledge base regarding the nontraditional learner continues to expand, relatively little research has been conducted on an important segment of this market-nontraditional women. As such, the nontraditional woman represents an important target market for colleges and universities. Therefore, the purpose of the present study is to better understand the unique educational needs of the nontraditional woman. A convenience sample of 197 non-traditional women and men from a mid-western university participated in the study. Perhaps the most interesting finding to emerge from the present study (from a marketing perspective) is the notion of three distinct market segments of non-traditional women. Implications for higher education administrators are discussed.

Suggested Citation

  • Matthew D. Shank & Margaret H. Winchell & Margaret Myers, 2000. "Appreciating the Needs of Non-Traditional Students: Women as a Growing Market for Colleges and Universities," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 11(1), pages 63-72, October.
    • Handle: RePEc:taf:jmkthe:v:11:y:2000:i:1:p:63-72
    DOI: 10.1300/J050v11n01_04
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1300/J050v11n01_04
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1300/J050v11n01_04?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:taf:jmkthe:v:11:y:2000:i:1:p:63-72. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/WMHE20 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.