Abstract:

The results of this study offer small comfort to companies who rely upon campus interviewers as a primary recruiting medium. By and large, they are not reaching the students in a meaningful way. There is a signal lack of communication between companies and students, when the campus interviewer is the medium of communication. The study also pinpoints the weak links in this chain of communications and makes it possible to repair them. By using the techniques of product market research, it is possible to learn what the consumer wants; to tailor the product to his needs; and to communicate more effectively with the consumer.