Market research takes center stage in this chapter. One of the opportunities, and challenges, universities face is defining what the actual problem and/or need is to be addressed for them to become market-oriented. Framing the right question is the first step toward ensuring the institution’s understanding of the market place is relevant to its strategic needs. By understanding fundamental market research steps and techniques within, university leaders will be in a better position to properly frame the research initiative and organize the evidence gathering in a way that addresses the university’s long-term interests. There are numerous frameworks and methodological techniques for conducting market research, and experienced academicians and leaders will be quite familiar with the variants, so the task is transforming this knowledge into useful, actionable insights that help the institution become more market-oriented.
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