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>Marketing strategies preferred by South Carolina One-Stop Career Center Area Directors to attract dislocated workers under the Workforce Investment Act of 1998: Policy implications.
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Marketing strategies preferred by South Carolina One-Stop Career Center Area Directors to attract dislocated workers under the Workforce Investment Act of 1998: Policy implications.
The purpose of this study was to determine the marketing strategies South Carolina One-Stop Career Centers Area Directors felt provided the best opportunity for dislocated workers to learn about their services. Two theories emerged: the Service Marketing Theory and the Word-of-Mouth Marketing Theory.;Of the 36 area directors cited for this study, 20 (56%) participated by returning completed surveys. Two different type surveys were constructed to for this study; a questionnaire survey instrument and an interview survey instrument. The questionnaire survey instrument contained 33 closed-ended Likert-Type items. This instrument referenced the 21 marketing strategies and services that were provided through the one-stop career centers and was administered to 20 area directors. The interview survey instrument was constructed with four open-ended interview questions. This instrument detailed a more in-depth analysis of the marketing strategies used and was administered to only 3 of the 20 area directors, each from different geographical regions of the state. The generic research design was a mixed methods approach with a dominate-less-dominate structure. The dominate structure is the 33-item questionnaire-survey instrument (quantitative design) and the less-dominate structure is the 4-item interview-survey instrument (qualitative design).;Data were analyzed using descriptive statistics, the non-parametric statistical model of chi square. A cross tabulation using Pearson's Chi Square and the Cramer's V also were employed.;The questionnaire survey findings revealed that most directors preferred brochures, radio, net working, referrals, seminar/workshop, and social organizations market strategies for their workforce center(s). The least preferred methods were telemarketing, sponsored courses, and magazines. The interview survey results revealed findings that were consistent with the questionnaire survey results.;The outcome of this study can be used in a variety of ways. The most important however, is to inform area directors, local workforce investment area (LWIA) board members, and other state policy makers on best practices in marketing to dislocated workers and others who find themselves unemployed.
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机译：这项研究的目的是确定南卡罗来纳州一站式职业中心地区的营销策略，区域总监认为这为流离失所的工人提供了了解其服务的最佳机会。出现了两种理论：服务营销理论和口碑营销理论。在本研究中引用的36位地区总监中，有20位（56％）参与了返回已完成的调查。为此研究构建了两种不同类型的调查。问卷调查工具和访谈调查工具。问卷调查工具包含33个封闭式Likert型项目。该工具参考了通过一站式职业中心提供的21种营销策略和服务，并管理了20位区域总监。访谈调查工具由四个开放式访谈问题构成。该工具对所使用的营销策略进行了更深入的分析，并且仅对20位地区总监中的3位进行了管理，每个总监来自该州的不同地理区域。通用研究设计是一种混合方法，具有一个“主控-少主控”结构。主导结构是33项问卷调查工具（定量设计），次主导结构是4项访谈调查工具（定性设计）;使用描述性统计数据，非参数统计模型对数据进行了分析广场。还使用了通过Pearson's Chi Square和Cramer's V进行的交叉制表。;调查问卷调查结果显示，大多数董事更青睐于其劳动力中心的小册子，广播，网络工作，推荐，研讨会/讲习班和社会组织市场策略。最不推荐的方法是电话销售，赞助课程和杂志。访谈调查结果揭示了与问卷调查结果相符的发现。本研究的结果可以以多种方式使用。但是，最重要的是，向地区主管，本地劳动力投资地区（LWIA）董事会成员和其他州决策者提供有关向失业工人和其他失业者进行营销的最佳实践的信息。
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