Over the course of the next few weeks, we’ll be reviewing the five-step process of marketing research. Each week we’ll dive into the components of each step and how they can apply to marketing for higher education. Buckle in and remember to sign up for our newsletter to receive regular marketing tips for marketers in higher education.
Step 1: Identify a Research Need
I know, it almost seems too obvious. You’re not wrong, but this simple step is arguably the most crucial in the entire process. There are five questions you should ask potential clients/colleagues to ensure there is a true research need.
- What is your research question?
Again, I know- obvious. However, this question forces the client/colleague to identify a specific need for research. Reasons can be planned, like an introduction of a new degree program, or the launching of a new service for students; or unplanned, like a dip in graduation or enrollment rates.
Before moving on to the next step in the process, you should know what the client/colleague’s key concern is, what decision needs to be made and how it will be made.
- What is your action standard?
Action standard is basically market research lingo for the criteria that will determine the decision. You could ask “Will this information lead you to shut down (or not shut down) a degree program?” Your goal here is to learn if obtaining the information you will provide could lead to a different decision.
- Is the information you need accessible in-house or through a third party?
We’re in higher education. There is a high likelihood that the information you need for your research may already exist somewhere within the organization. This is where you put on your comfortable shoes and make a few visits to find out. It could be that what you’re researching is a faculty member’s area of focus.
Most of our workplaces have libraries within a few minutes’ walk (aren’t you glad you wore those comfortable shoes?). If you don’t feel like a walk, there’s always online resources like our friend Google.
- When do you need this information?
You need time to be able to conduct meaningful research. Unfortunately, sometimes we can’t do meaningful work in the timeline provided and it’s important we be upfront about that.
If applications are down for the fall and we’re 1 week away from the first day of the semester, it may be too late to conduct in-depth research. We want to be able to have enough time to be able to provide information that will help administrators effectively pivot on a strategy.
- Is the research project cost-effective?
A general rule of thumb, projects should generally cost less than the benefits its information will provide? Will the information you can provide be worth the possible increase in student retention that could result from it? Depends on the price of tuition.
Have you employed these questions in a real-life situation? Have you had to turn down research project requests? How was that response received? Do you have any advice on a great way to say no? Let us know in the comments!
I’ll see you next week, when we’ll discuss the second step in our five-step process that is marketing research.