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ERIC Number: ED319934
Record Type: Non-Journal
Publication Date: 1990
Pages: 51
Abstractor: N/A
ISBN: ISBN-1-877847-04-6
ISSN: N/A
EISSN: N/A
Available Date: N/A
Building Participation through Market Research. The Guide Series in Continuing Education.
Campbell, M. Donald
Market research, important for professional renewal, is a critical part of continuing education program planning. It includes attention to learning needs and learner motivation to participate in continuing education. Informal market research makes use of internal sources, such as enrollment data, program evaluations, policy statements, and staff members and volunteers; and external sources, such as other program providers, professional development activities, and market research literature. Formal market research with individuals includes surveys, the Delphi technique, face-to-face interviews, and telephone interviews. Group research techniques include the nominal group and the focus group. Philosophy of education, personal preferences, and the work environment influence market research. The steps in executing market research are as follows: (1) decide what to research; (2) consider the resources available; (3) determine the best time to do research; (4) choose a market research approach; (5) recruit people to help; (6) develop a preliminary plan for the research; (7) develop a budget; (8) plan how to use the data; (9) collect and analyze the data; and (10) use the data to make decisions. (Thirteen references and 33 annotated resources for further study are listed, including 3 in marketing, 4 in market research in continuing education, 19 in market research methods, and 7 in research skills.) (CML)
Office of Continuing Education and Public Services, University of Illinois, University Inn, Suite 202, 302 John St., Champaign, IL 61820 ($9.95).
Publication Type: Guides - Non-Classroom
Education Level: N/A
Audience: Teachers; Administrators; Practitioners
Language: English
Sponsor: N/A
Authoring Institution: Illinois Univ., Urbana. Office of Continuing Education and Public Services.
Grant or Contract Numbers: N/A
Author Affiliations: N/A