Market research methods for improving college responsiveness

Evaluating a program in higher education: a conceptual process and its application

“…Communication between the institution and the target population is an important segment of the marketing plan. The best method of improving communication is through market research, for to know your market, is to know the best language to use to communicate effectively conveying a message that will be useful (Kotier, 1975(Kotier, , 1980Larkin, 1979;Lindenmann, 1976; (Brown, 1977;Harper, 1977;.…”

“…Positioning is the policy of determining what programs and markets are the best for that particular institution Harper, 1977;. The best predictors of whether students will be satisfied and remain in a program are variables of student/faculty/environment interaction and the worth of academic program to determine the "fit" of the student with the institution Eckland, 1964;Larkin, 1979;Lenning et al, 1980;Lockard, 1974;.…”

“…If the student and/or graduate finds his/her interaction experience as a satisfying, rewarding experience, he/she will become the insti tution's best sales person. If the degree of satisfaction is high, the student that remains in the program will in turn sell or market the program to prospective students Dey, 1979;Eckland, 1964;Larkin, 1979;Lenning et al, 1980;Terenzini & Pascarella, 1980;. emphasized the need of the institution to determine if the student is satisfied with the institution.…”

“…Prospective students will look for higher education insti tutions that will best meet their academic interests. To find the best "fit" between the programs offered and what the student expects, an evaluative research must be conducted to permit the institution to respond quickly and accurately to the demands of the market Larkin, 1979;.…”