StudentShare
Contact Us
Sign In / Sign Up for FREE
Search
Go to advanced search...
Free

Gold Coast Tafe marketing and survey research - Case Study Example

Cite this document
Summary
Objectives
• To identify GCIT brand’s effectiveness with regards to different segments of the target market
• To identify the financial value of the GCIT and Gold Coast Institute of Tafe brand
Download full paper File format: .doc, available for editing
GRAB THE BEST PAPER96.6% of users find it useful
Gold Coast Tafe marketing and survey research
Read Text Preview

Extract of sample "Gold Coast Tafe marketing and survey research"

? Gold Coast Tafe Analysis GOLD COAST TAFE ANALYSIS Management decision problems are related to problems that the decision makers or management faces, which are concerned with decision makers, are required to do. Management decision problems are action oriented and are concerned with the probable actions that can be taken by the decision maker. In the case of Gold Coast Institute of Tafe, they have sent out a tender for interested parties to aid them in evaluating the value of their brand through research. The institute requires a qualified professional, in the research industry to evaluate their current brands and assess their value since it pertains to the strategic direction that the institute would like to take in the future. The parties interested in the tender will be required to do this evaluation across the region, the state, the nation, and internationally. While Gold Coast Institute of Tafe has had a tradition of delivering most of its training facilities to locals at industry locations or in their various campuses, they want to move on to providing their services based on a national and international levels, with importance put on Victoria and New South Wales, as well as India and Asia respectively. Marketing Research Problem To determine the current value of the institute’s brand and how it compares to the institute’s future strategic direction to expand into national and international markets Objectives To identify GCIT brand’s effectiveness with regards to different segments of the target market To identify the financial value of the GCIT and Gold Coast Institute of Tafe brand Repertory Grid Technique The repertory grid technique aims at identified a set of elements that are rated according to criteria referred to as constructs. The construct’s elements could be elicited from the topic or given by the one conducting the experiment, which is dependent on the investigation’s purpose. Without regards to the method, the output is a grid that has n and m rows that record the ratings of the subject, usually a scale of 5 or 7 points of m elements in n construct terms (Fransella & Richard, 2012). This technique is popular because it has three main advantages compared to other qualitative and quantitative techniques. They possess the ability to make determinate relationship s between various constructs, they are easy to use, and have no researcher bias. The technique allows for precise definitions of concepts and relationships relating these concepts. This technique is also best used when those in participation have experience with the domain being studied (Fransella & Richard, 2012). For instance, they should identify representative elements and have the ability to compare them using a set of criteria. Performing a grid analysis with education experts on the value of an academic brand can be achieved through professionals and researchers who are familiar with current and recent advances in the education sector (Jankowicz, 2009). Repertory grids are best used when practical and concrete examples are available. For example, financial tools that study the current trends of education institutions in the same region as GCIT and regions that they want to expand to; this could be used to determine the value of the brand. To decipher this, there are certain procedures used in repertory grid analysis. The first is element elicitation where the researcher has to select elements that represent the topic. For instance, to analyze the value of a brand, the elements would include similar brands. For various types of knowledge elicitation interviews, cards are utilized with element names shown to participants. The second step is constructing elicitation where the researcher will perform knowledge elicitation using personal constructs from the elements (Peio, 2012). To understand the way in which the individual perceives the elements, the researcher elicits scalar constructs, for instance, using the triadic method where interviewed individuals compare various subjects and states how they are different. The output is then contrasted using attributes. The researcher then uses the constructs to rate the elements using a rating grid or a matrix. The construct has two poles, in this; for instance, a pair of attributes possessing two opposites. Finally, individual grids are analyzed using strategies like frequency counts, content analysis, visual focusing, statistical analysis, or a combination of these techniques (Beail, 2011). Other Exploratory Technique: Focus Group The focus group technique will be used to research the GCIT brand’s effectiveness with regards to different segments of the target market. A small number of individuals can be brought together to talk about the topic. A moderator is used to co-ordinate the discussion and the persons selected for the focus group have to be of a shared background and possess similar experiences in their education preferences (Krueger & Casey, 2010). This is important because the group should not have conflicts on the issue that is under discussion. In these discussions, future educational course trends and present trends are collected. To conduct focus group research, the candidates are screened to determine the composition of the specific group. The researcher will also avoid groups that have relatives and friends among them to avoid discussion bias. A key factor in focus groups is to have groups that are similar with six to eight groups being desirable. The criteria that will guide the researcher are whether the latter groups generate any additional information (Puchta & Potter, 2009). The moderator has a key role to ensure that the discussion proceeds in the right direction. In marketing, focus groups are essential tools for getting feedback with regards to launching a new product, for instance launching GCIT to a national and international market (Stewart et al, 2011). These focus groups will allow GCIT as they seek to develop and test a new market, to view, discuss, and test their brand before they make it available to these markets. This will give valuable information concerning the acceptance of the potential market for the institution’s products. Focus groups are, fundamentally, interviews that are conducted by trained moderators in small respondent groups with the interviews conducted in a natural and unstructured manner where a respondent is free to air their view using any aspect (Stewart et al, 2011). The use of audience response keypads in the collection of answers to questionnaires has become a new trend. Data from focus groups gives an opportunity for the institution to analyze the strength with which an individual holds a particular opinion (Kamberelis & Dimitriadis, 2013). When opinions on their brand and the products they offer is presented with opinions that are opposed, the particular individual may defend or modify their opinion. Collating the comments made by an individual will aid the researcher in the determination of the changes in the views and needs of the individuals during the discussion. In addition, it will aid in determining whether the contributions of other by others with regards to their academic needs brought the change in views for the individual. References Fransella, Fay. & Richard, Bell. (2012). A manual for repertory grid technique. Hoboken: Wiley. Jankowicz, Devi . (2009). The Easy Guide to Repertory Grid. Chichester : John Wiley & Sons. Krueger, Richard. & Casey, Mary. (2010). Focus groups : a practical guide for applied research. Thousand Oaks: Sage Publ. Peio, Karen. (2012). Repertory grid analysis of skilled performance. Dayton : W.S.U. Printing Service . Puchta, Claudia. & Potter, Jonathan. (2009). Focus group practice. London : SAGE . Stewart, David. Shamdasan, Prem. & Rook, Dennis. (2011). Focus groups : theory and practice. Thousand Oaks: SAGE. Beail, Nigel. (2011). Repertory Grid Technique and Personal Constructs: Applications in Clinical and Educational Settings. London: Routledge . Kamberelis, George. & Dimitriadis, Greg. (2013). Focus Groups: From Structured Interviews to Collective Conversations. London: Routledge. Read More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Gold Coast Tafe marketing and survey research Case Study”, n.d.)
Retrieved from https://studentshare.org/marketing/1473404-gold-coast-tafe-marketing-and-survey-research
(Gold Coast Tafe Marketing and Survey Research Case Study)
https://studentshare.org/marketing/1473404-gold-coast-tafe-marketing-and-survey-research.
“Gold Coast Tafe Marketing and Survey Research Case Study”, n.d. https://studentshare.org/marketing/1473404-gold-coast-tafe-marketing-and-survey-research.
  • Cited: 0 times

CHECK THESE SAMPLES OF Gold Coast Tafe marketing and survey research

Celebrity Appeal in Branding

Considering the above, the purpose of this research is whether celebrity branding is actually beneficial for the product or are their some hidden, spillover negative effects Is celebrity-branding effective in generating sales by influencing the decision making process Is celebrity endorsement as successful a tool in all the industries or whether its impact differs form industry to industry Is the celebrity appeal the same across different geographical regions and cultures And the focal question is celebrity endorsement really necessary for all products or is it a marketing myth phrased as " Is Celebrity Endorsement beneficial for the product or is it a li....
11 Pages (2750 words) Research Proposal

Environmental Analysis of Gold Coast Theme Park

old Coast is fast becoming a leading tourist destination in Australia attracting more than 10 million visitors a year, as reported in Business gold coast Fact Sheet published by gold coast City Council.... Likewise, current research journals on tourism industry suggest the following new mediums for distribution: Tourism is the driving factor of the economy of gold coast, contributing AUS $ 2.... billion to the gold coast City's Gross Regional Product and providing employment to more than 40,000 people....
16 Pages (4000 words) Research Paper

Marketing Research Plan for a Customized Mobile Phone

This research paper provides a "Marketing research plan for a customized mobile phone".... It introduces the product to be launched by JF's Electronics, it explains the research of objective of a marketing plan, identifies data sources and instruments, and sampling plan.... hellip; To conduct the marketing research plan in the right direction for positive results, it is very important to discuss the survey audience, a number of people to be surveyed, and the selection of the respondents....
6 Pages (1500 words) Research Paper

Cruise line research

The cruise line research proposal was given by the company to the Victoria cruise industry, to uncover the reason for the decline of 2014 and is now going into the qualitative research stage.... Although the seasonal visits to Victoria have numbered around 465,000 in 2014, there… This has presented as an opportunity for research.... For this reason, the survey is Cruise Line research Design affiliation Cruise Line research Design Background The cruise line research proposal was given by the company to the Victoria cruise industry, to uncover the reason for the decline of 2014 and is now going into the qualitative research stage....
2 Pages (500 words) Research Paper

Using The Internet In Hospitality And Tourism Industry

The internet has conveniently replaced numerous phone calls, faxes, and payment issues.... Now potential guests just dial a toll-free number or book directly on the internet.... The paper "Using The Internet In Hospitality And Tourism Industry" discusses the features of the hotel websites development....
25 Pages (6250 words) Research Paper

Nivea Soft's Marketing within the UK

The essay then outlines aspects of marketing research, beginning with identification of key objectives for the research, the ethical considerations applicable to this market, the differences between primary and secondary data sources, their acquisition and suitability for purpose, focusing on the primary research techniques of surveys, interviews and focus groups, and the associated costs and sources of such research.... The paper “Nivea Soft's marketing within the UK” proposes a marketing analysis of the macro and microenvironment, the stakeholders of Beiersdorf, the manufacturers of Nivea Soft, as well as demographic characteristics of consumers of the famous cosmetic brand and options for its segmentation....
19 Pages (4750 words) Research Paper

Employee Morale through Employee Surveys

The research “Employee Morale through Employee Surveys” aims to assess using an empirical research method how the employee surveys can be used as a means to improve employee morale in the manufacturing organizations.... The research employs both primary and secondary method of research.... hellip; The secondary research is conducted using a large number of books, journals and authentic websites and perusing them for topics on employee morale in the manufacturing sector, the causes of employee morale related problems, the use of employee surveys and the impact of employee survey on employee morale....
30 Pages (7500 words) Research Paper

Social Media Use in Advertising

… The paper "Social Media Use in Advertising" is a great example of a research proposal on media.... The paper "Social Media Use in Advertising" is a great example of a research proposal on media.... research Question Today the conception of Social Media remains one of the top agenda for several business managers.... Forrester research claims that 75 percent of Internet users joined and used some popular Social Media sites in 2008....
6 Pages (1500 words) Research Proposal
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Contact Us