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The use of repertory grid analysis and importance-performance analysis to identify potential determinant university attributes

Pike, Steven D. (2004) The use of repertory grid analysis and importance-performance analysis to identify potential determinant university attributes. Journal of Marketing for Higher Education, 14(2), pp. 1-18.

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Abstract

In the increasingly competitive Australian tertiary education market, a consumer orientation is essential. This is particularly so for small regional campuses that compete with larger universities in the state capitals. Campus management need to carefully monitor both the perceptions of prospective students within the catchment area, and the (dis)satisfaction levels of current students. This study reports the results of an exploratory investigation into the perceptions held of a small regional campus, using two techniques that have arguably been underutilized in the education marketing literature. Repertory Grid Analysis, a technique developed fifty years ago, was used to identify attributes deemed salient to year 12 high school students at the time they were applying for university places. Importance-performance analysis (IPA), developed three decades ago, was then used to identify attributes that were determinant for a new cohort of first year undergraduate students. The paper concludes that group applications of Repertory Grid offer education market researchers a useful technique for identifying attributes used by high school students to differentiate universities; and that IPA is a useful technique for guiding promotional decision making. In this case the two techniques provided a quick, economical and effective snapshot of market perceptions, which can be used as a foundation for the development of an ongoing market research program. Practical steps for such a program are summarized.

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ID Code: 6356
Item Type: Journal Article
Additional URLs:
Keywords: Perceptions of universities, Repertory Grid, Importance, performance analysis, Determinant attributes
DOI: 10.1300/J050v14n02_01
ISSN: 1540-7144
Subjects: Australian and New Zealand Standard Research Classification > EDUCATION (130000) > OTHER EDUCATION (139900) > Education not elsewhere classified (139999)
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing not elsewhere classified (150599)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2004 Haworth Press
Copyright Statement: Reproduced in accordance with the copyright policy of the publisher.
Deposited On: 05 Mar 2007
Last Modified: 29 Feb 2012 23:10

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