A Study of Effects of a Systematically Designed Promotional Message on the Acceptance of Michigan Regional Educational Media Centers by Nonusers
Date of Award
Doctor of Education
Dr. Kenneth E. Dickie
Dr. Uldis Smidchens
Dr. Jean E. Lowrie
The purpose of this study was to examine the effects of using a systematically planned and presented promotional message on increasing the number of public and private K-12 teachers who use the media services of the REMCs.
The following hypotheses were tested: (1) There will be a difference in the proportion of teachers requesting REMC media services in the experimental and control groups as a result of the use of a systematically designed promotional message. (2) There will be a difference in the mean number of media items requested by users in the experimental and control groups as a result of the use of a systematically designed promotional message.
As a result of surveying the 22 REMCs in Michigan, REMC XI was selected as the site for this study. The population included in this study was randomly selected from teachers who had not requested REMC services in the 2 years prior to the study. These teachers were randomly divided into a treatment group and a control group.
Using principles from the behavioral sciences the treatment messages were developed. Only principles deemed practical for use in a typical REMC setting were selected for use in the design of the treatment messages.
The treatment was administered for 6 weeks beginning October 15, 1981. Data describing the number of teachers in the treatment and control groups who requested media services and the number of items requested by those teachers were recorded.
The data available were insufficient to statistically test the hypotheses. However, the data indicated trends favoring teachers in the treatment group.
The initial treatment was allowed to work for an additional 4 months. Data were gathered and a post hoc analysis was conducted using the cumulative data. Again, the data available were insufficient for statistical analysis. However, the trends favoring the treatment group were still evident.
Although the results were inconclusive, it appears that the use of systematically designed promotional materials is practical in Michigan REMC settings. Further, it appears that such messages have the potential to increase the use of REMC media collections.
Singh, Jaswant, "A Study of Effects of a Systematically Designed Promotional Message on the Acceptance of Michigan Regional Educational Media Centers by Nonusers" (1982). Dissertations. 2539.