Marketing Research Example

Topics: Research, Focus group, University Pages: 9 (1741 words) Published: August 4, 2008

Kimberly Block
Jody Brogan
Brittany Caple
Destinie Schirle

Table of Contents

Executive Summary1
Service Overview2
Target Market 3
Problem Statement 4
Research Plan 4-5
Primary Research 6
Secondary Research 6
Sample Survey 7
Test Pilot Report 8
Focus Group 8
Recommendations 8
Works Cited 9

Executive Summary

JoBDeK Research will perform research to collect and compile data regarding the Blackhawk Technical College Financial Aid Department’s service and favorability among current students. Our goal is to answer the question “What are students’ attitudes towards the Financial Aid Department at Blackhawk Technical College?” We will be looking for satisfaction and dissatisfaction with the Financial Aid Department at Blackhawk Technical College.

We at JoBDeK have started the marketing research process by compiling data and creating research tools to help us respond to the Management dilemma.

Destinie Schirle has researched the service and provided an overview of the Financial Aid Department. Destinie will also address the target market and the demographics.

Jody Brogan has formatted the research plan and has detailed the steps we will use to gather information and make recommendations.

Brittany Caple has addressed the primary and secondary research tools that JoBDeK will be using, which include surveys and interviews.

Kimberly Block has developed a sample survey using a likert scale which will be distributed to research participants. Questions to be addressed include topics such as service and timeliness. She has also formatted a focus group discussion in order to obtain a deeper insight to any perceived problems.

By collecting qualitative data, JoBDek hopes to help Blackhawk Technical College improve the service in the Financial Aid Department and to improve their image among the students.

Service Overview

The BTC Financial Aid Department is intended to help student who need the additional money to cover the cost of tuition. Usually students need to use more than one form of financial aid in order to cover the entire cost of attendance at BTC. Students may receive Aid in the form of grants, part-time employment, scholarships and loans. In more detail these are: Pell Grant – A federal grant given on a need basis given to all students. WHEG – A grant that supplements the Pell Grant for students attending more than half-time. SEOG – Available to students who also qualify for the Pell Grant awarded according to financial need. Federal Work Study – Part-time employment, where placement is based on financial need. Minority Retention Grant – Available to minority students who qualify through Higher Educational Aids Board. (Student Planner) Native American Grants – Available to students who are at least 25% Native American; applied for through the student’s tribal office. Private Scholarships – There are multiple private scholarships which cover a wide range of people. Information can be requested in Financial Aid Office. Veterans/Military Programs – There are a number of programs available if a student has served in the military or is currently active in the National Guard. Further help is available in the BTC Veterans Office. (Located within the Financial Aid Office.) TIP – A state grant used to supplement the WHEG Program intended for the first-year students. (Student Planner) Student Loans – Upon completion of the Free Application for Financial Aid, the student will be notified if they are qualified for a Stafford Loan. Subsidized Loans are based on need, whereas unsubsidized loans are on non-need bases.

(Source: BTC Student planner 20-22)

Target Market

BTC served a total of 13,987 students during the 2005-2006 school year. 5,587 credit students
8,400 adult, non-credit students
The split of males and females of the entire population is almost 50/50. The balance of males to female enrolled in...
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