Using qualitative research in educational marketing

• Author: Bratucu, G. - Bratucu, T.
• Position: Dept. of Economic Sciences and Business Administration, Transilvania University of Brasov - School Centre for Inclusive Education Brasov
• Pages: 19-24

Bulletin of the Transilvania University of Braşov • Vol. 5 (54) •No. 1 - 2012

Series V: Economic Sciences

USING QUALITATIVE RESEARCH IN

EDUCATIONAL MARKETING

G. BRTUCU1 T. BRTUCU2

Abstract: To achieve a competitive school, it is necessary that this should

always be connected to the environment, education market and beneficiaries.

Information is a necessary condition, one of the primary resources to

scientifically substantiate strategic planning. The research process is

indispensable for the scientific substantiation of decisions, reducing

uncertainty issues. It provides information about educational service users,

their behaviour and the environment, absolutely necessary for designing and

implementing future plans and strategies.

Key words: qualitative research, educational marketing, focus group,

market education, strategic planning.

1 Dept. of Economic Sciences and Business Administration, Transilvania University of Braşov.

2 School Centre for Inclusive Education Braşov

1. Introduction

The educational market research is an

activity through which, by means of

concepts, methods and specific techniques

of investigation, the systematic

specification, measurement, collection,

analysis and objective interpretation of

information for school management is

carried out, in order to know the

environment in which it functions,

identifying opportunities, evaluating

alternatives of school actions and their

impacts.

Depending on the data supplied, the

research in social and behavioural sciences

is divided into two broad categories:

qualitative and quantitative. Qualitative

research involves obtaining responses from

a small number of respondents and the

results are qualitative-style: ideas,

perceptions, feelings, associated values,

reasons, preferences, suggestions.

The results of these studies serve mainly

to improve the educational offer in

accordance with the requirements coming

from students, parents and labour

beneficiaries.

2. Quality research of the educational

market - premise to support strategic

decisions

Qualitative research is an investigation

with different levels of complexity,

designed to identify, clarify and define

what is relevant, significant and important

for a problem, opportunity or context. It

allows a deeper understanding of concepts

and of the essence of phenomena and

processes considered. Qualitative research

is placed more in the “context of

discovery” than in the “context of

verification”. The information brought by

qualitative research may highlight novel

practices and behaviour, forms of social

organization less or not known, new ways