All market research is helpful in any sort of business. Schools and universities are businesses as well. For this reason, good market research may help. Let me suggest a few ways in which market research may help universities to attract new students.
First, if schools know what students are looking for, it can be very successful in attracting new students. So, for example, if a school knows that students want more evening classes, then by offering evening classes, more students will attend.
Second, good marketing will also show what the needs, fears, and aspirations of students are. This can be valuable information. The school can use this information to reinvent their school to meet these needs and desires. Finally, through marketing, the school also get more exposure, which is always an important thing.