Some Tools and Techniques of Market Research for Students.

Gaither, Gerald H.

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Peer reviewed

ERIC Number: EJ211390

Record Type: CIJE

Publication Date: 1979

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Some Tools and Techniques of Market Research for Students.

Gaither, Gerald H.

New Directions for Institutional Research, (No. 21, Developing a Total Marketing Plan) v6 n1 p31-67 1979

The importance of an effective, comprehensive marketing effort by higher education institutions is discussed in light of anticipated enrollment declines. A new professionalism in market research and techniques is called for and it is suggested that an effective marketing effort will provide primary and secondary benefits that can serve as guides to current and proposed actions. (Author/SF)

Descriptors: Declining Enrollment, Educational Demand, Higher Education, Institutional Characteristics, Institutional Research, Marketing, Reputation, Research Methodology, Researchers, Retrenchment, School Holding Power, Student Characteristics, Student Recruitment

Publication Type: Journal Articles; Reports - Evaluative

Education Level: N/A

Audience: N/A

Language: English

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Authoring Institution: N/A

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