Quadrant Analysis as a Strategic Planning Technique in Curriculum Development and Program Marketing

James Lynch, Robert Carver and John Michael Virgo

Journal of Marketing for Higher Education, 1996, vol. 7, issue 2, 17-32

Abstract: Quadrant analysis is a widely used research technique that a college or university might employ as part of its strategic planning process. The technique uses consumer preference data and produces information suitable for a wide variety of curriculum and marketing decisions. The basic quadrant analysis design is described and more advanced variations are discussed. Special attention is paid to the resource allocation and promotional strategies suggested by quadrant analysis results.

Date: 1996
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DOI: 10.1300/J050v07n02_02

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