Document Type

Thesis - University Access Only

Award Date

2012

Degree Name

Master of Science (MS)

Department / School

Journalism and Mass Communications

First Advisor

Lyle Olson

Abstract

Research into the military veteran and service member population in higher education is presented with the overarching goal of identifying the needs of this population for the purpose of marketing/recruitment and retention in public institutes of higher education. This study is an exploratory study focusing on the veterans and service members eligible for Post 9-11 G.I. Bill benefits. The study utilized a snowball sample of veterans and service members contacted through social networking and email. This method allowed the researcher to collect data from respondents in every region of the U.S. and some stationed overseas. Additionally, this research utilized a mixed method approach that coupled Likert-type scaled questions with open-ended questions. As a direct result a fuller picture emerges of this population than could have been accomplished through data collected on the South Dakota veteran and service member population. Thus the results of this exploratory study offer a solid starting point for South Dakota's university marketing teams to formulate appropriate veteran services.

Publisher

South Dakota State University

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Rights Statement

In Copyright