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ERIC Number: EJ355698
Record Type: Journal
Publication Date: 1987
Pages: N/A
Abstractor: N/A
ISBN: N/A
ISSN: N/A
EISSN: N/A
Exploring Institutional Images Through Focus Group Interviews.
Bers, Trudy H.
New Directions for Institutional Research, No.54 (Designing and Using Marketing Research) v14 n2 p19-29 Sum 1987
Focus group interviewing is a qualititative research technique in which a small number of respondents and a moderator have an unstructured discussion about selected subjects. As a market research technique, it could generate new insights and provide a deeper understanding of institutional image. (MSE)
Descriptors: Focus Groups, Group Discussion, Higher Education, Institutional Research, Interviews, Marketing, Public Opinion, Research Methodology
Publication Type: Journal Articles; Reports - Evaluative
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A