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MKMR303 Marketing Research

tag 0 Download 8 Pages / 1,967 Words tag 11-11-2020
  • Course Code: MKMR303
  • University: Kent Institute Australia
    icon is not sponsored or endorsed by this college or university

  • Country: Australia



The authors seek to conduct marketing research to identify the satisfaction levels of Kent Institute Australia’s (Kent) students on its infrastructure, facilities and resources that are made available to them. 

Since the author’s last proposal, new information has come to light regarding Kent’s internet and devices capabilities. It has been confirmed by Kent’s IT Support Technician that the college’s current internet provider is TPG and runs on 400Mb/s upload and download speeds. Further, there are 123 student PCs in total which comprise of 37 general use PCs and 86 PCs in teaching labs. Through observation, the authors have identified that there are currently four shelves containing prescribed textbooks and relevant reading materials, and a desk assigned to classic and newly-released fiction and non-fiction books. Also through observation, the authors have cited one break area for students on level 5 and a small, kitchen-only area on mezzanine for library-goers. There is one power point each room with some allocated an additional power point outside of the room. Moreover, there are a minimum of 30 desks/chairs in each room. 

Information on Kent’s infrastructure, facilities and resources, like the above, is important to establish the problem definition, which is to identify the satisfaction levels of students, and to support the authors’ key findings in the final report. 

Research methodology 

?Research methodology is comprised of three aspects - research philosophy, research approach and research design. Research philosophies are for three types- positivism, interpretivism and pragmatism (Goldkuhl 2012). This research study will follow pragmatism philosophy that refers that both quantitative and qualitative research methods will be used in the research that is the process of considering large sample size through survey and small sample size for interview process is focused. 

Research approach is of two types - inductive and deductive (Creswell & Creswell 2017). This research focuses on the deductive approach as this research does not aims for developing new theories and the level of student’s satisfaction regarding university’s infrastructure, resources and facilities will be observed based on the response given by them on the survey questions. Moreover, Creswell and Creswell (2017) stated that there are three categories of research design - descriptive, exploratory and explanatory. This research will focus on sequential explanatory research design as collection and research result of quantitative data is followed by the qualitative data of the collection and analysis. The qualitative research obtained thus utilized for explaining the significance of the findings of the quantitative research result. 

?Data collection process in the research methodology includes two processes - primary and secondary data collection process (Goldkuhl 2012). In primary data collection process, the response is taken directly from the respondents and can be collected through survey, interviews and telephonic conversation. On the other hand, data collected from sources like newspaper articles, magazines and research papers is known as secondary data collection. This research will focus on the primary data collection process through online survey from the students of the considered academic institutions. 

Sampling framework 

Ritchie et al. (2013) stated that sampling framework methodology represents the source material through which a sample is drawn. The source can be people, organisations, or existing documents based on the type of the data collection selected for the research study (Uprichard 2013). Probability and non-probability sampling methods are the two different categories for selecting the sample size for primary data collection (Acharya et al. 2013).?

This research emphasised on both the probability and non-probability sampling methods. The sample size of the students of the university will be selected based on probability sampling methods- simple random sampling; while the selection of the respondents for the qualitative research will be based on non-probability sampling methods. The simple random sampling method is applied to only two sections of the higher education classes and the sampling framework also considers these students as the research respondents. 

Sample size 

?The total sample size for this research study will be a minimum of 60 Higher Education students from two separate classes. Students will give response to the questions based on the required facility of the Kent Institute Australia. The authors acknowledge that this sample size is less than 100 which is required to conduct academic research. However, due to the limited population size and the relatively small-scale nature of the research, a minimum of 60 in sample size is sufficient for the purposes of this research. 


Q1. What courses are you enrolled at Kent Institute Australia?

Q2: How satisfied are you with the number of power points in your classroom?

Q3. How satisfied are you with the internet throughout the campus offered by Kent Institute Australia?

Q4. What is your favourite thing about the Library?

Q5. What is your least favourite thing about the library?

Q6. How satisfied are you with the student kitchen area of your institution?

Q7: How satisfied are you with the desks available in your classrooms?

Q8: How satisfied are you with the quality of student computers?

Q9: In a few sentences, provide compliments and/or complaints you may have about the Sydney campus?

Q10. Select what is most important to you as a student of Kent Institute at the Sydney campus?

Proposed analytical techniques 

It was suggested in the previous research proposal that the questionnaire participants’ responses will be transferred onto a spreadsheet which would require manual input by the authors. As it is both time consuming and leaves room for errors, the authors now propose utilising the online survey development platform, Survey Monkey, to analyse questionnaire results. The two analytical tools that are available at no cost and are relevant to the objectives of the research are question summaries and individual responses. First, the question summaries tool will be primarily used to gain quick insight into the overall results of the questionnaire, and in particular, responses to close-ended questions will be automatically presented in the form of dynamic charts for visual analysis of the results. Second, the individual responses tool allows for authors to analyse the response completeness of each questionnaire, indicating its status as complete, partial, disqualified or over quota. This tool will be useful for the authors to distinguish qualified and unqualified data which will increase the overall accuracy and relevance of the research outcomes. In addition, the authors propose conducting a text analysis of responses to open-ended questions where respondents’ important words and/or phrases will be identified. Although not a free feature offered by Survey Monkey, the authors see that this type of analysis is important, especially in the formation of key findings which will be presented in the final report.

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[Accessed 13 August 2022].

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