The intensive process observed in the past few years, in which higher professional education is coming to be included in the system of market relations, is setting new target guidelines of the activity of institutions of higher learning, as well as the management models of educational institutions. The marketing component is becoming more and more strongly felt in the management system within institutions. One of its tasks is that of creating an attractive image of the institution and forming a solid contingent of loyal customers for its educational services. Enhancing an institution of higher learning's ability to compete depends on a number of factors, among which a key role must be played by the quality of the educational services provided. What it means for such services to be in demand in the market of higher professional education is that, viewed as the product of the institution's activity, they have the kinds of characteristics that meet or exceed customer expectations. It is usual to speak of the extent to which various groups of customers are satisfied with the quality of the institution's educational services. Monitoring these opinions constitutes an important component of the system of quality management within an institution, thanks to which, on the basis of an effective feedback mechanism, ideally goal-directed measures will be developed in a timely manner. Traditionally, in the context of quality management, the sociological monitoring of the opinions of customers concerning the quality of the educational services basically has to do with the evaluations of various groups of students in the institution; somewhat less frequently, the institution's personnel are included in that process. The opinions of students' parents are only occasionally analyzed in the system of education quality management on that level. This needs to be corrected; the opinions of parents should be rehabilitated, so to speak, restoring to them the right to be heard in managing the quality of education in an institution of higher learning. This article presents the results of a survey at a medical university that show it is important to include them in a multidimensional model of monitoring the quality management of an institution, a model that includes all of the parties that have an interest in the activity of the institution. [This article was translated by Kim Braithwaite.] (Contains 2 figures.)