Role of Marketing Communication in Applicants’ Choice of University (original) (raw)

The article deals with the issue of identifi cation of the main factors infl uencing potential study applicants' decision-making when choosing a university, regarding information sources necessary for the decision. The article particularly presents facts describing the contemporary situation in the tertiary education area, its latest development and the demographic development. The measurement itself is based on a primary research in the form of a questionnaire survey at the Gaudeamus trade fair in Brno and at secondary schools in the Czech Republic. The acquired data are evaluated by means of contingency tables and charts. The mutual dependence between examined characteristics is investigated within statistic research by means of chi-square test of independence, chi-square test of goodness of fi t and factor analysis using dendrogram.