Market Research Assignment

Market Research Assignment Words: 1455

Survey Research 2 Errors in survey research 2 Structure of questions 3 Main Findings 4 Objective 1 : To understand students’ reasons for choosing Sinecure and other universities that they seriously considered (Qua, b and 3) 4 Question AAA: The main reason why the students chose to study at Sinecure 4 Question b: The other reasons why the student chose to studying at Sinecure university 7 Question 3: Other universities that the students considered 8 Recommendation: 9 Objective 2: To understand the image of Sinecure compared to Monish 9 Objective 3:To understand students’ attitudes to universities 9

Recommendations 12 Objective 4: To understand students’ attitudes to studying (IQ b, 7 and 8) 12 Question b: Level of Happiness 13 Question 7: I never try to miss a class at university 17 List of References Introduction A sample of 532 Higher Education Sinecure students of the Hawthorn campus were interviewed using the questionnaire given in tutorials with the main objectives to understand students’ reasons for choosing Sinecure and other universities that they had considered, to understand the perception of what Sinecure students had of their university as compared to Monish University, to understand students’ attitudes to universities and their attitudes towards studying. This exploratory research was done to gain an understanding of the students at Hawthorn as to understand whether there were any issues with their level of happiness at university etc. , and whether it would affect their grades. Studies have shown that there are differences between local and international students with regards to their experiences at university (Mullions et al, 2006), which relates to their stress and happiness levels. Therefore the type of approach may vary towards the different types of students.

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Different tactics may need to be developed for international dents that have Just arrived in Australia, for studies have shown that first year international students (Burns, 2006) seem to as find it harder than their local counterparts. Therefore specialized methods may need to be developed for the students to feel more welcome in a country that they would be calling home for a while. Using the numbers obtained through the database and SPAS, graphs such as the t-test, chi-test, crossbars etc. , were used to further analyses the numbers from the questionnaires and were used to analyses as to whether there were any relationships or differences with the variables tested. Marketing Problem

A marketing problem definition indicates a specific marketing decision to be clarified or problem to be solved (William G, 2011). It also specifies research questions to be answered and the objectives of research. The marketing problem defined for this research topic is that the students are showing a sign of unhappiness in their courses and the research was done to gain an understanding as to what approach might need to be taken to satisfy the higher education students of Sinecure University of the Hawthorn campus. Research Objectives 1 . To understand students’ reasons for choosing Sinecure and other nuns they rigorously considered; (Qua,b and Q) 2.

To understand the image of Sinecure compared to Monish; (Q and Q) 3. To understand students’ attitudes to universities; (Q) 4. To understand students’ attitudes to studying; (IQ b, Q and Q) Target Market The target market is the group of students who are currently enrolled in higher education of Sinecure University (Hawthorn Campus Only). Research Design Survey Research Surveys are primary data collected through communicating with a representative objectives and the information obtained would be original and updated, as compared o obtaining information through secondary research that might contain information that have yet to be updated.

More time and effort constraints would be applied as compared to secondary research – secondary research can be obtained through online Journals, books etc. , whereas primary research would require researchers to set up specialized questions to be asked to best get what they would like to analyze, and pick the type of method that would best suit the time and effort the researcher would be willing to spend. A sample of 532 students was interviewed through random sampling, through accumulation of the entire body of current Marketing dents doing 5 surveys each. In this assignment, each of the group members is assigned to gather primary data from Higher Education Sinecure students from the Hawthorn campus.

The surveys were conducted face-to-face. This approach is a structured based response and a segment of categories are provided in the questionnaire. It was a quantitative research to identify the demographics of the target market and also to analyze their attitudes towards the marketing problem. This survey research can be conducted through telephone interviews, internet surveys, mailing and face-to-face surveys. Errors in survey research Non-response bias occurred due to several students declining to go through with the survey when they were approached with reasons such as them running late for a class, too busy to do an interview or genuine disinterest to take part in the survey.

It may contribute to the overall measured value as it would not be representative of the target market, (busy students may not be included). Response bias may have occurred during the conduction of the survey. Students who were interviewed may lie to protect their image or they may unconsciously provide the wrong answer based n their view of things. An example would be the question, in the questionnaire – “I’ll try not to miss class in university’ would be prone for response bias to occur. This leads to deliberate falsification where sometimes respondent may give the answers without actually giving though to the question Just to finish the survey fast.

Interviewer bias defines a response bias that occurs due to the presence of the interviewer that may influence the responds of the respondents (William, G 2011). The tone or the demeanor of the interviewer may have caused an unintentional change in their answers. Using a stern tone may result in the likelihood of the interviewee thinking that the interviewer is having a slack attitude towards asking, and therefore respond in a slack attitude as well. Likewise, if approached with a positive attitude, the interviewee might unintentionally give answers that paint Sinecure in a positive light then what they would originally think. Social desirability bias may also occur due to certain respondents trying to be conscious or unconsciously perceived as a particular social role (William, G 2011).

In this case, our research regarding on Sinecure students may influence certain exponents trying to choose all the right answers to be perceived as a conscientious intellectual or a student who would want to downplay the amount of effort he or she interviewer error whereby some of the interviewers, having done the survey for the first time, may have felt nervous while conducting the first few surveys which may have resulted in errors such as ticking the wrong answers or filling in the wrong answers. A sample size of 532 students would not be ideal as a representative of the target market as based on 2011 Council Report; there were at least 15000 undergraduates. Ideally, the more students taking the survey, the more information can be gathered for the target market. However, due to time and effort constraints (5 surveys were to be done by each Marketing student within a week), which ultimately made up the sample size, done via face-to-face surveys. Ideally, to combat time and effort constraints, including wastage of paper could be avoided if online surveys were conducted instead.

However, part of the assignment was to experience what it would be like to conduct face-to-face surveys, and conduct the questionnaire within a certain format and manner to avoid unnecessary variables that might affect the river results. Structure of questions This questionnaire was designed have structured questions so as to limit the amount of variation in answer, which would make it easier to tabulate the results into the database. Undisguised questions were also used, putting our faith in the interviewees that they would answer the questions honestly. Majority of the questions were fixed-alternative questions, whereby the there was a scale that the respondent could pick their answers from, to best describe their answer.

There were also closed response questions, whereby there were only specific answers, such as whether they were undergraduates or post graduates, or gender etc. , to gain more insight into the demographics of the target market. Determinant-choice questions require the respondent to choose an answer out of a few alternatives (William, G 2011). This would enable a more in depth answer and increased specification with regards to the variable being analyses. Main Findings universities that they seriously considered (Qua, b and 3) * Question AAA: The main reason why the students chose to study at Sinecure Question b: Other reasons why the students chose to study at Sinecure * Question 3: Other universities that students considered

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