Market segmentation for improved distance education program planning

Abstract

Distance education planners face two basic, yet difficult decisions: which students should be targeted and which programs should be offered? This paper reports the process and results of the planning committee of a consortium of engineering schools in the United States that was tasked with these very decisions. A market research study measured the program preferences of potential students. Three program characteristics (course type, delivery method, and time availability) were examined. The results show there is no 'average' student and no single program will satisfy all the needs of the student population. Rather, the committee must choose one or more segments based on the program preferences of the students and the resources required to provide the programs.

Timeless and timely issues in distance education planning

“…An in-depth discussion of the results in the timeless/timely framework might reveal whether the customer-focused market research has been successfully incorporated into the common practices of the institution (timeless issue) or, alternatively, if the lack of familiarity with market research tools raises new questions to be addressed before distance education programs can be designed (timely issues). Bunn and Barnes (1999) report the experience of a committee planning a distance education program in engineering. Much of the early effort of the committee focused on alternative delivery technologies and associated costs.…”