Abstract
A study was undertaken in spring 1991 in the South Florida market among communication professionals to learn what characteristics were determinant of interest in graduate programs. Discriminant analysis was performed to determine what factors caused one to opt for a formal degree program for enrollment in a formal degree program was not economic based, but perceived benefit to the company. It was also found that more minorities wanted a formal education from a degree program. Of note, the needs of advertising and public relations professionals were similar, lending credence to the need for an integrated program.
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