Reaching the non-traditional stopout population: a segmentation approach

Kim Schatzel, Thomas Callahan, Crystal J. Scott and Timothy Davis

Journal of Marketing for Higher Education, 2011, vol. 21, issue 1, 47-60

Abstract: An estimated 21% of 25--34-year-olds in the United States, about eight million individuals, have attended college and quit before completing a degree. These non-traditional students may or may not return to college. Those who return to college are referred to as stopouts, whereas those who do not return are referred to as stayouts. In the face of declining pools of traditional students, colleges and universities have attempted to induce these students to return to higher education. Regrettably, little is known about the intentions and attitudes of these young adults after they have left higher education. This paper uses segmentation and targeting to identify those students who intend to return to college and those who do not. Using demographic and psychographic variables, five unique segments are identified. The study recommends strategies for reaching those segments which are most likely to return to higher education.

Date: 2011
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DOI: 10.1080/08841241.2011.569590

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