In 1983, 100 members of a second-year marketing class at British Columbia Institute of Technology (BCIT) participated in a market research project to determine the views of BCIT and other postsecondary institutions held by various groups outside of the college, to analyze the findings, and to prepare recommendations for action by BCIT. A total of 6,500 people were surveyed representing five market segments: the general public (N=2,000), BCIT (N=1,500), school counselors (N=350), non-BCIT students (N=1,150), and employers (N=1,500). Of the general public sample, 322 people responded to the hand-delivered survey instrument; 723 BCIT alumni, 169 counselors, and 615 employers responded to mailed surveys; and 1024 non-BCIT students were either interviewed or responded to a mailed survey. Study findings included the following: (1) the overall image of BCIT among the general public was one of excellence; (2) high school counselors viewed BCIT very positively, but saw transfer to and from the college as a problem area; (3) many non-BCIT students were confused about the characteristics differentiating BCIT from other colleges and universities in British Columbia; (4) almost 90% of the alumni respondents entered employment in their BCIT field of study, and the majority first came to BCIT for short, intensive, applied programs; and (5) employers consistently felt that BCIT graduates were more prepared to enter the job market than other students. Selected recommendations from the student reports are included. (HB)