Evaluation of Pre-Research of Key Stakeholder Groups of Universities

This article focuses on the evaluation of the author’s pre-research that focuses on the analysis of the key stakeholder groups of universities that are targeted by the universities marketing communication. The author deals with the issue of method selection for marketing research of identification and prioritization of key stakeholder groups of universities by means of the Stakeholder Circle Methodology. The verification of key stakeholder groups of universities at the Czech market of the tertiary education that were specified on the basis of the literature search of foreign scientific sources and analysis of the first two steps of the Stakeholder Circle Methodology (identification and prioritisation of key stakeholder groups) according to results of the pre-research were the other aims of the pre-research. The suitable marketing research method for analysis of key stakeholders of universities based on the Stakeholder Circle Methodology and primary key stakeholder groups of universities at the Czech marketing of the tertiary education was determined on the basis of pre-research for the future author’s research. Vyhodnocení pÅ™edvýzkumu klÃ­Ä ových skupin stakeholderů vysokých Å¡kol