The purpose of the study was exploration of the perception of the SGH Warsaw School of Economics among secondary school pupils, from whom the potential population of the SGH Warsaw School of Economics students is recruited, along with examination of recognisability of the SGH Warsaw School of Economics brand. The purpose of the study was to source the secondary school pupils’ opinions about their desire and motivation to potentially take up studies at the SGH Warsaw School of Economics.
The study was meant to provide information enabling preparation of a strategy of brand awareness which would allow for reaching the best pupils and indicating the modes of encouraging them to take up studies at the SGH Warsaw School of Economics. The studies were carried out as part of a mixed approach, i.e. with the use of both quality research (quality interviews) and quantity research (questionnaire surveys). A decision was made about random selection of schools on the basis of the Register of School and Educational Facilities of the Ministry of National Education.
Learning the opinions about the SGH Warsaw School of Economics was carried out with the use of an on-line survey which was distributed among the penultimate and ultimate year pupils of the selected schools. Additionally, the received information was explored with the use of focus group interviews with selected students from the schools, who spontaneously recognise the SGH Warsaw School of Economics brand.