Comparative Study of Branding and Promotions of Higher Educational Institutes in India

Abstract

The objective for this discussion was to extract common enablers related to branding of private and public management education institutes in India. The above-mentioned list was then newline49 newlinecoagulated into eleven factors and an excel file was shared with the respondents to collect responses from them. The data collected was cross-sectional in nature. The idea behind choosing a cross-sectional questionnaire-based approach is that it captures the experiences, opinions, and beliefs of the respondents accurately (Yin, 2013; Saunders et al., 2011; Zikmund, 2003). The questionnaire approach offers a much closer picture of the actual population and the results collected from the sample respondents can be extrapolated to the population as a whole (Zikmund et al., 2012; Hair et al., 2008; Zikmund, 2003). newlineThe next process was to develop an SSIM matrix from the list of the eleven variables. This was achieved by another round of data collection from the experts newline