higher education market research

Imperatives For Education Market Research

In the last fifteen years, the entire picture for education marketing has changed almost beyond recognition from what existed before. The continual development of new digital and online tools, changes in the organization of school districts, the introduction of public-private partnerships in education, and the growth of home schooling has created a new and complex education landscape. New rules are constantly in development, and so too are new methodologies to meet the growing challenges of providing effective schooling for pupils from pre-K all the way through college.

The most radical changes have occurred in the K-12 preschool, elementary and secondary education market. Today, with charter schools and home schooling taking up functions previously performed exclusively by public schools, education resources must be developed appropriate to each type of educator.

All forms of schooling still must conform to general standards set both by the Federal Department of Education and local school districts; however, home schoolers cannot quite apply the same tools which fit the methods employed by established public and parochial schools. Likewise, charter schools have greater latitude for experimentation than public schools which operate according to the rules and procedures set down by the school district.

The object of market research efforts is to take into account the needs of pupils, lesson plans, expertise of teachers and tutors, and textbooks and online resources suitable for each type of educator. Research also examines the requirements for resources appropriate to social media networks liking educators, parents and organizations together. Where higher education market research is concerned, a whole separate series of categories for survey and analysis is required to formulate an accurate assessment of the needs for college and technical education and the most effective means for education resource providers to tailor their marketing.

Comprehensive education market research concentrates upon three areas of inquiry. In-depth interviews of teachers, administrators, students and parents helps uncover patterns which identify needs and the goals of each institution and families with children in the system.

Focus groups provide a wealth of data on the opinions and imperatives of communities, organizations, and activists. Finally, large-scale quantitative surveys such as telephone interviews, questionnaires, and polling is employed to compile background information from the widest cross-section of the population. These are followed up with secondary research and data analysis which sifts through the raw information and creates a complete picture of the targeted education market to be catered to.