MKTG 382: Consumer Behavior: In Depth Research Report: Secondary Marketing Research

Research resources for MKTG 382:

Higher Education Research

For this assignment you will need to research universities, student enrollment, and student retention/persistence. You will be doing work specifically related university business schools at to public or private, non-PhD-granting universities, like Western's College of Business and Economics. 

Note: Colleges and universities are defined by Carnegie classifications. Western is a Master's granting, regional university. Western's Budget and Financing Office created a list of 25 peer institutions. You can find the list here and the criteria for the list on the Budget & Financing page

Where to Start

Use a combination of Business Source Complete and ERIC (educational database) to get a better understanding of issues related to business schools and higher education. Use ERIC (an educational database) and PyscInfo (a psychology database) to find information related to challenges facing students and applying and succeeding in higher education, including issues related to attitudes, socio-economic, and systemic issues. Keep in mind, when searching for anything related to human behavior, PsycInfo will often have articles that will go in-depth into human behavior and what drives it--so consider it when searching for info on donor and consumer behavior. 

IBISWorld has industry reports related to educational services, like Educational Services in the US and Colleges & Universities in the US. There isn't a report that will directly related to business schools, but the overall challenges to higher education and student experience and retention will be relevant to business schools and students. 

Educational Data

Public universities make much of their data available online through Factbooks. Western's Factbook is available through the Office of Institutional Effectiveness (linked below). A Google search for "university factbook" will result in a list of factbooks from various universities. 

Current Trends and Background

Technology Use

Consumer Behavior