Market Research

Topics: University, Public university, Higher education, Statistical significance / Pages: 26 (6424 words) / Published: Aug 17th, 2013
Swinbune University of Technology | SPSS Marketing Research Assignment | . | | Swinburne University | 10/5/2012 |

Using various techniques with the SPSS program and the university database given, the marketing problem of trying to enhance the Higher Education students of Swinburne University in the Hawthorn campus was analysed. |

Group members:
Geng, Guanyu 1763067
Li, Frances 6947972
Steven, Samuel 7221983
Sun, Yiqi 7235410

Subject code: HBM221N
Subject title: Marketing Research
Tutor: Bopha Roden

Contents Introduction 1 Marketing Problem 1 Research Objectives 1 Target Market 1 Research Design 2 Survey Research 2 Errors in survey research 2 Structure of questions 3 Main Findings 4 Objective 1: To understand students’ reasons for choosing Swinburne and other universities that they seriously considered (Q2a, 2b and 3) 4 Question 2a: The main reason why the students chose to study at Swinburne 4 Question 2b: The other reasons why the student chose to studying at Swinburne University 7 Question 3: Other universities that the students considered 8 Recommendation: 9 Objective 2: To understand the image of Swinburne compared to Monash 9 Objective 3:To understand students’ attitudes to universities 9 Recommendations 12 Objective 4: To understand students’ attitudes to studying (Q1b, 7 and 8) 12 Question 8: I don’t care what marks I get, as long as I pass, I’m happy 12 Question 1b: Level of Happiness 13 Question 7: I never try to miss a class at university 17 List of References 20

Introduction

A sample of 532 Higher Education Swinburne students of the Hawthorn campus were interviewed using the questionnaire given in tutorials with the main objectives to understand students’ reasons for choosing Swinburne and other universities that they had considered, to understand the perception of what Swinburne students had of their university as compared to Monash University, to understand students’



References: Burns, R. (1991). Study and Stress among First Year Overseas Students in an Australian University. Higher Education Research & Development. 10 (1), 61-77. Mullins G, Quintrell N, Hancock L. (1995). The experiences of International and Local Students at Three Australian Universities. Higher Education . 14 (2), 201-231.

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