Values of Russian Higher Educational Institutions Students
The article is devoted to the study of the values of university students as a target audience in the market of educational services. The authors offer an interpretation of online questioning technology of the target audience through social networks: placement of posts in student groups, placement of relevant publications at the peak of attendance of virtual student communities in social networks. The novelty of the author’s approach is the combination of the use of a number of factors such as: anonymity of the survey; publication of the responses without identifying the sender, city and educational institutions; one-time placement positions in each of the communities, etc. In further analysis of the responses, summary “portraits” and “profiles” of respondents were formed based on behavioral, demographic, economic, and other characteristics. The information obtained during the preparation of the portrait of student’s values of higher educational institutions will allow the University administration to develop a competent and effective marketing strategy for the development of the University and attract new entrants with minimal costs.