ERIC Number: ED318772
Record Type: Non-Journal
Publication Date: 1990-Feb
Reference Count: N/A
Market Research. Cooperative Education Marketing Digest Series 1.
Pride, Cletis G.; Fowler, Joseph S.
An overview of market research is provided, with advice about conducting market research for the educator. Market research is any kind of research that gives information about the current state of the market and offers guidance in improving one's position in that market. The relative advantages of conducting market research by oneself or by hiring others to do it are explored. The roles of qualitative and quantitative research are compared. Specifics are given for the areas of sampling, questionnaire design, and the conduction of surveys. Since quality control of data in market research is essential, data collection, handling, and analysis are reviewed. Planning at the outset and implementation of results at the end are critical to the success of market research. The more detailed the plan, the more likely the results will be usable and achieved at an acceptable cost. (SLD)
Descriptors: Data Analysis, Data Collection, Educational Research, Marketing, Planning, Qualitative Research, Questionnaires, Research Methodology, Sampling, Statistical Analysis, Surveys
Cooperative Education Marketing, Inc., Kalamazoo College, 1327 Academy St., Kalamazoo, MI 49007 ($15.00 for six-part series).
Publication Type: Collected Works - Serials; Reports - Evaluative
Education Level: N/A
Authoring Institution: N/A