Features of the polling in the sociological study of the motivation and media preferences of prospective students

Universities compete for prospective students, which determine the relevance of the marketing component of the admission campaign. It includes conducting marketing research in the field of education. The latter creates the need for the creation and continuous improvement of tools. The purpose of this study is to present a survey methodology that helps to identify the features, factors and dynamics of the admission process to a particular university, as well as to identify the media preferences of the first-year students. The survey technique solves the following tasks: 1) identifying the features, factors and dynamics of admission to the university; 2) identifying of informational preferences of the first-year students in the context of entering a university; 3) identifying of media preferences of the first-year students. The methodology involves conducting a continuous online survey of the first-year students, which minimizes the research costs and removes the epidemiological risks inherent in the contact surveys.