Identifying needs of potential students in tertiary education for strategy development

Mathew Joseph (Associate Professor of Marketing, School of Business, Swinburne University, Hawthorn, Victoria, Australia)
Beatriz Joseph (Department of Business Studies, Waikato Polytechnic, Hamilton, New Zealand)

Quality Assurance in Education

ISSN: 0968-4883

Publication date: 1 June 1998


Competition in the education sector has led a number of providers of higher education to re‐evaluate the level of service provided to its customers. Past research in this area has overlooked the needs of student customers and has focused mainly on either administrators or the faculty’s perspective. The instrument developed was administered to 216 potential tertiary students in the North Island of New Zealand. The results indicate that students take a number of factors into consideration prior to choosing an education institution for further studies. Implications for educational administrators are provided.



Joseph, M. and Joseph, B. (1998), "Identifying needs of potential students in tertiary education for strategy development", Quality Assurance in Education, Vol. 6 No. 2, pp. 90-96.

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Copyright © 1998, MCB UP Limited

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