Journal of Applied Economic Research
ISSN 2712-7435
Application of the System Analysis Methodology in the Marketing Reserch of Educational Services Quality
Gritsova O.A., Tissen E.V.
Abstract
Аbstract. Development of market relations, aggravation of competition in the market of educational services, the demographic situation, and state reforms of higher education make ensuring the quality of education in higher education institution an important issue. The valuation of professional education quality is based on revealing a discrepancy between the process of professional training and consumer demand based on marketing research. The aim of the present work is to develop guidelines for collecting and analyzing marketing information on educational services quality. Methods of marketing research, system analysis, GAP analysis were applied to carry out this study. As a result of this research we have developed a method of structural representation of questionnaire material, based on the systematic approach; this material is used for marketing research of consumer satisfaction with the quality of educational services at higher education institutions. This method was used for determination and decomposition of the global objective of the educational process with the aim of forming a set of its characteristics estimated by consumers; it allows us to ensure completeness and complexity of the obtained information. The technique of analyzing consumer information about the quality of educational services has been worked out and, unlike the known techniques, is based on the holistic use of the system and GAP analyses of the revealed discrepancies between characteristics of the educational process and consumer requirements; it allows us to estimate the quality of training of staff with the highest qualifications. The presented methodology can be used by state education authorities to monitor educational services quality, as well as by managers of educational institutions of higher education to ensure that the conditions of the implementation of educational programs are in compliance with consumer demand.
Keywords
Key words: marketing research; quality of educational services; GAP-analysis.
About Authors
DOI: http://dx.doi.org/10.15826/vestnik.2016.15.6.47
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