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

Pike, Steven (2004) The use of repertory grid analysis and importance-performance analysis to identify determinant attributes of universities. Journal of Marketing for Higher Education, 14 2: 1-18. doi:10.1300/J050v14n02_01


Author Pike, Steven
Title The use of repertory grid analysis and importance-performance analysis to identify determinant attributes of universities
Journal name Journal of Marketing for Higher Education   Check publisher's open access policy
ISSN 0884-1241
1540-7144
Publication date 2004-02
Sub-type Article (original research)
DOI 10.1300/J050v14n02_01
Volume 14
Issue 2
Start page 1
End page 18
Total pages 19
Place of publication Binghamton, U.S.A.
Publisher Haworth Press
Language eng
Subject 130103 Higher Education
1301 Education Systems
1505 Marketing
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 needs 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.
Keyword Perceptions of universities
Repertory Grid
Importance-performance analysis
Determinant attributes
Q-Index Code C1
Q-Index Status Provisional Code
Institutional Status Unknown

Document type: Journal Article
Sub-type: Article (original research)
Collections: Excellence in Research Australia (ERA) - Collection
UQ Business School Publications
 
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Created: Fri, 20 Nov 2009, 08:44:45 EST by Margaret Pereira on behalf of Faculty of Business, Economics & Law