MARKET-RESEARCH - THE FIRST STEP IN YOUR MARKETING PROGRAM

When a college or university decides to embark on a marketing program, the first critical step in that program is market research. Yet marke t research is too often avoided because finding the time, resources, a nd expertise to conduct that research seems overwhelming. This article demonstrates that any college or university can accomplish effective market research by using resources available within its own institutio n. Using intra-institutional resources means that effective market res earch can be accomplished with minimal cost and a manageable amount of time.