Degree Name

Master of Science (MS)

Semester of Degree Completion

Spring 2020

Thesis Director

Catherine L. Polydore

Thesis Committee Member

Kelly P. Miller

Thesis Committee Member

Joshua L. Norman

Abstract

This study investigated the values of Generation Z students that matriculated at a rural mid-sized mid-west institution. Further, this study examined what recruitment strategies were effective in gaining this populations matriculation and the intersection of values and recruitment strategy effectiveness. A quantitative method was utilized with a mixed model approach. Participants included students that were born between 1995 and 2010 that were enrolled during the Fall 2019 and Spring 2020 semesters as first-time first-year students. Findings indicated that this population values Honesty, Hard-Work, Personal Growth, Financial Fulfillment, and Education. The most effective recruitment strategies to gain matriculation were indicated to be relationship-based recruitment strategies such as Faculty One-on-One Appointments and Shadow Visits. There was no indication of a relationship between values and recruitment strategy effectiveness. However, some values were influenced by demographic factors such as gender and high school location. A recommendation for student affairs professionals would be to investigate the values of the student population at a given institution and ensure that the campus climate reflects the values of the students.

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