Market research to recruit graduate students in dietetics

In this study we conducted market research to develop a recruitment plan for the master's degree program in nutrition and dietetics at Louisiana Tech University. When individualized experience routes to dietetics registration were eliminated by The American Dietetic Association's Standards of Education in 1988, graduate student enrollment could not be predicted. The steps of the Baron graduate recruitment model were followed to develop and implement a recruitment plan for the master's degree program in nutrition and dietetics. The steps included (a) assessment, (b) developing recruitment and enrollment objectives, (c) developing a recruitment plan and recruitment strategies to meet the objectives, (d) implementing a recruitment program, and (e) monitoring and evaluating the recruitment program. The assessment step involved institutional, student, competitive, and job market analyses. Written questionnaires, telephone surveys, and focus group interviews completed the student analysis. Of the 92 respondents surveyed, 42 were interested in taking graduate classes. Career advancement, specialization, and personal growth were cited as reasons to pursue graduate study. The Baron model provided a useful guide for developing and implementing the graduate recruitment plan.