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Focus Groups Help To Focus the Marketing Strategy.
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Ashar, Hanna; Lane, Maureen – Journal of Marketing for Higher Education, 1996
A university-based degree completion program for adults conducted focus group research to refine market positioning and promotion. Focus groups averaged five current students and recent graduates who reflected, demographically, the current student population. Results gave insight into reasons for selecting the university, aspects of the program…
Descriptors: Adult Students, College Administration, College Choice, College Outcomes Assessment