ERIC Number: ED217909
Record Type: RIE
Publication Date: 1982-May-11
Reference Count: 0
Where Do We Go from Here? The Use of the Market Analysis Survey in Needs Assessment and Program Development.
Parsons, Michael H.
Market analysis can provide a mechanism for making needs assessment functional and for focusing program development on constituencies in the community that need to be served. The main goals of market analysis are to generate usable information, document needs, assign priorities, locate resources, and respond to identified needs in a systematic way. A successful market analysis involves a number of steps, which must be carefully planned and coordinated: (1) identifying associations, institutions, agencies, and other organizations that have an impact on the market being served; (2) determining which data already exist with representatives from the market; (3) designing, testing, and implementing the market analysis survey and discussing its results with participating groups; and (4) conducting a follow-up survey to determine whether needs have been addressed and to assess the impact of changes made. At Hagerstown Junior College (HJC), market analyses have proved beneficial to program development and meeting community needs. For example, a market analysis identified the need for a program to train health care personnel, and on the basis of data gathered a degree program was approved. In another case, a program in merchandising was streamlined through an analysis of local needs. Appendices include instruments and findings relevant to two HJC market analyses. (HB)
Publication Type: Speeches/Meeting Papers; Opinion Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers: Hagerstown Junior College MD; Market Analysis
Note: Paper presented at the National Conference on "Needs Assessment: The Pulse of the Community" (Blacksburg, VA, May 11, 1982).