Focus Groups Help to Focus the Marketing Strategy

ABSTRACT

A marketing director in a higher education academic center in the D.C. area initiated a market study. The study's purposes were to (1) develop a better understanding of how the academic program benefits the center's target student population, and (2) incorporate this knowledge in the development of marketing plans to increase enrollment. The focus group methodology was used in the study. Three focus group sessions were conducted in the center in April, 1993. The study's methodology results and conclusions are discussed.