Chapter 3 The Foundation

Question 1

Why is diligent, accurate, and timely research indispensable in market research?

Answer 1

Because you are not your customers and everything changes.

Question 2

What was the historical attitude toward brand research in higher education marketing?

Answer 2

Leaders were often reluctant to invest in brand research and preferred to jump directly into shaping messages and plans.

Question 3

What does Robert Sevier say about marketing plans that don’t include research?

Answer 3

They are almost surely flawed and will either fail or require more time and money to execute.

Question 4

What are some reasons leaders resist conducting market research?

Answer 4

• Fear of creating the impression that students drive academic decisions
• A belief that they already know what stakeholders want

Question 5

How is market research defined according to Robert Sevier?

Answer 5

As the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation.

Question 6

What irony is highlighted regarding academic institutions and market research?

Answer 6

Institutions that value rigorous scholarship often do not recognize the importance of market research.

Question 7

What exercise can remind leaders of the importance of market research?

Answer 7

Presenting two creative concepts to leaders after testing them with the target audience.

Question 8

What are the five primary ways market research can help leaders according to Robert Sevier?

Answer 8

• Provide perceptual data from key audiences
• Suggest preferred strategic alternatives
• Clarify and set priorities
• Test ideas and creative approaches
• Monitor the competitive environment

Question 9

What is the primary focus of market research in this context?

Answer 9

To establish or refine an institution’s brand strategy.

Question 10

Why should college and university leaders concern themselves with market research?

Answer 10

They need confidence in the research they fund and must interpret results to make strategic decisions.

Question 11

What does Elizabeth Johnson say about the role of research in brand strategy?

Answer 11

Research is the foundation for long-term brand strategy and protects it along the way.

Question 12

What long-term commitment does investing in a brand strategy require?

Answer 12

Time for audiences to develop awareness, support, and loyalty.

Question 13

What role does the CMO play in brand research?

Answer 13

The CMO guides the development of market research to shape brand strategy.

Question 14

What is a benefit of involving leaders in the market research process?

Answer 14

It builds credibility with the board and helps secure necessary resources.

Question 15

What should institutions consider when deciding between internal and external research expertise?

Answer 15

Their marketing organization’s expertise and the necessity of specialized knowledge.

Question 16

What are some challenges faced by institutional research offices?

Answer 16

• They may be weighed down with other research priorities
• They might lack the specific expertise needed for brand research

Question 17

True or False: The findings from an admitted student survey can substitute for applied market research.

Answer 17

False.

Question 18

Fill in the blank: The findings from an admitted student survey might provide a window into market segments of one _______.

Answer 18

stakeholder group.

Question 19

What should an institution base its brand on?

Answer 19

Recent data collected and analyzed for that specific purpose.

Question 20

What is the role of a marketing task force in branding?

Answer 20

Guide major marketing initiatives, including the development or refinement of brand strategy.

Question 21

True or False: Admitted student surveys are considered brand research.

Answer 21

False.

Question 22

What are the key responsibilities of the marketing task force?

Answer 22

• Steer the work and make recommendations
• Develop the scope of work
• Interview prospective firms
• Hone the research questions
• Monitor response rates
• Develop the analysis and findings

Question 23

Fill in the blank: It is wise to involve ______, staff, and students at the earliest stages of the branding process.

Answer 23

faculty

Question 24

What is a primary benefit of involving the campus community in the branding process?

Answer 24

Build awareness and credibility for the entire effort.

Question 25

What are qualitative methods crucial for in branding research?

Answer 25

Discovering and identifying aspects of a potential brand strategy.

Question 26

What types of audiences might require interviews rather than surveys for research?

Answer 26

Executive leaders in business, government, or higher education.

Question 27

What is the purpose of conducting market research for an institution with an established brand strategy?

Answer 27

Assess progress and determine necessary adjustments.

Question 28

What is a disadvantage of qualitative methods in research?

Answer 28

They do not measure magnitude or represent the entire audience reliably.

Question 29

What is the most common instrument of quantitative research?

Answer 29

Surveys.

Question 30

Fill in the blank: Online surveys delivered through ______ may be the easiest and least costly to administer.

Answer 30

email and text

Question 31

What can a well-executed market research process provide for those leading the branding process?

Answer 31

Credibility and confidence in the outcomes.

Question 32

What is the benefit of conducting a sequence of qualitative–quantitative–qualitative research?

Answer 32

Produces exceptional results.

Question 33

True or False: Local firms that know the institution well are not good options for branding.

Answer 33

False.

Question 34

What should an institution avoid when selecting a firm for branding?

Answer 34

Pro bono work connected to a trustee.

Question 35

What is the role of the CMO in the branding process?

Answer 35

Ensure all elements come together and everyone plays their role.

Question 36

What is the recommended approach for presenting research findings to the campus community?

Answer 36

Maximize input, awareness, and buy-in.

Question 37

What should institutions that are just starting on brand strategy focus on?

Answer 37

Understanding perceptions relative to market competitors.

Question 38

What is the significance of benchmarking in branding?

Answer 38

It allows for measuring progress.

Question 39

What can qualitative research methods help identify?

Answer 39

Defining characteristics, strengths and weaknesses, brand associations, and differentiators.

Question 40

What was the outcome of the interviews with influential faculty in the case study?

Answer 40

They suggested adjustments that better captured the institution's academic purpose.

Question 41

Fill in the blank: The marketing task force should be led by the ______.

Answer 41

CMO

Question 42

What might be included in the final brand platform developed from research?

Answer 42

* Positioning statement * Tone * Personality * Statements triggering positive responses

Question 43

What sequence produces exceptional results in research?

Answer 43

Qualitative–quantitative–qualitative

Question 44

What is the impact of taking extra time to conduct interviews in research?

Answer 44

It can spare significant resistance later.

Question 45

What methods were used in the second and third iterations of the stakeholder study?

Answer 45

Quantitative methods only

Question 46

How does the scope of market research relate to time and resources?

Answer 46

It can expand or contract like an accordion.

Question 47

What is the responsibility of the CMO in research scope decisions?

Answer 47

To navigate choices with leaders based on relevance to goals.

Question 48

Who should ideally agree on the research goals and audiences?

Answer 48

CMO, president, and executive team

Question 49

Why is it important for leadership to review survey instruments?

Answer 49

To ensure satisfaction with language and address concerns.

Question 50

What should leaders do with potentially sensitive results?

Answer 50

Review them before wider sharing.

Question 51

What are the five ways to avoid common mistakes in brand strategy?

Answer 51

* Ask hard questions * Study institution-specific attributes * Use multiple research methods * Study influential stakeholder audiences * Anticipate future replication of research

Question 52

What is the purpose of pricing studies in market research?

Answer 52

To understand optimal price perceptions and price elasticity.

Question 53

What does inelastic demand mean?

Answer 53

Demand changes little with price changes.

Question 54

What is market demand analysis important for?

Answer 54

To assess sustainability of new programs based on enrollment.

Question 55

What are some methods for estimating market demand?

Answer 55

* Analyzing program 'births' and 'deaths' * Reviewing job postings * Using data from organizations like Georgetown’s Center on Education and the Workforce

Question 56

What is customer acquisition research focused on?

Answer 56

Understanding why customers choose or do not choose a program.

Question 57

What can segmentation in marketing achieve?

Answer 57

Tailor marketing mix to different audience segments.

Question 58

What should market research serve as for a brand strategy?

Answer 58

A roadmap and insurance policy for long-term strategy.

Question 59

Fill in the blank: The research experts should guide the _______ and the marketing task force.

Answer 59

[CMO]

Question 60

What is the first step in laying the foundation for the development of a brand strategy?

Answer 60

Market research ## Footnote Market research serves as the basis for any adjustment of an existing brand strategy.

Question 61

What serves as a roadmap, discipline, and insurance policy for a brand strategy over the long term?

Answer 61

Market research ## Footnote It guides leaders in forming strategy and understanding their roles in the process.

Question 62

Who should be aware of their roles and responsibilities in the market research process?

Answer 62

Leaders ## Footnote Leaders invest in and use the results of the research to form strategy.

Question 63

What type of experts is particularly important in the market research process?

Answer 63

Research experts with experience and appreciation for higher education ## Footnote Their expertise ensures the research aligns with the institution's goals.

Question 64

What does a research process tied to the institution’s strategic goals help determine?

Answer 64

Purpose, methods, cost, and time to complete the brand research ## Footnote This ensures the research is relevant and actionable.

Question 65

What is essential for building buy-in and support for the conclusions of brand strategy research?

Answer 65

Carefully formed and vetted research questions and results ## Footnote This process involves key stakeholders to ensure alignment.

Question 66

True or False: Other forms of market research can be employed for more discrete and narrow purposes.

Answer 66

True ## Footnote These forms address specific issues, opportunities, or concerns.

Question 67

What key question should leaders ask regarding their brand's perception?

Answer 67

Do we know how our brand is perceived by key stakeholders? ## Footnote It's crucial to differentiate between data and anecdotes.

Question 68

What commitment is necessary for meaningful market research?

Answer 68

Time and resources ## Footnote Leaders must be willing to invest in research to inform strategic decision-making.

Question 69

What should the primary goals of a market research strategy include?

Answer 69

Understanding what is needed to make the best decisions ## Footnote Clear goals guide the research process effectively.