Presented are several of the techniques that have been used as part of a comprehensive market research program at Carleton College (Northfield, Minnesota). The basic focus is on regional segments in Carleton's applicant pool. Carleton's position in the market is examined in relation to selected types of schools with which it competes for applications from prospective students and for enrolling students. Application overlap, matriculation yield from applicants, applicants' perceptions of Carleton and the competition, and the association between comparative perceptions and yield are all investigated. Analytic techniques include interregional comparisons of frequency distributions, cross tabulations, multidimensional scaling, and regression analysis. The marketing implications of the research are briefly explored. (MSE)