QUALITY ASSESSMENT IN HIGHER EDUCATION: ARE RUSSIAN UNIVERSITIES FOCUSED ON THE EDUCATIONAL NEEDS OF STUDENTS?

The article touches on the issue of meeting the students' educational needs as a crucial point in the quality of education improvement. The main consumers of educational services are students whose perceptions of the educational quality is analyzed. According to the research the primary attention of the administration have be paid to the dissatisfaction of the consumer and only then to ensure the satisfaction. The focus on the factors causing negative evaluation and dissatisfaction of students, using tactics quick fix ("quick patch") is recommended.