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Marketing Research Plan - Essay Example

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When asking those working fulltime directly on what motivate them to pursue an online degree - initially identified as convenience - has not proved to be precise enough of a barometer when identifying why those working fulltime choose online degree. We can conclude that the decision making process is a lot more complex than initially anticipated and for this case, we need to collect more information on what other elements of decision making process that are actually influencing on choice to study online degree by those working fulltime.
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Marketing Research Plan
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Download file "Marketing Research Plan" to see previous pages... To ensure we get cooperation on the study, we intend to visit at least two universities that offer both fulltime and online degrees modules to their students. We will also visit two companies to study on those who are not studying but intend to study so as to know what would motivate them to study an online degree course.
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We intend to spit this study into three distinct steps as follow:
The first step will involve use of a questionnaire that will be utilized to get at the base of motivations on what would happen if those working fulltime have other options of studying. This study would only involve only those who are studying the online degree programme.
The second step would involve direct interviewing of all students on the university on what would motivate them to take an online degree. This interview would involve both those in fulltime and part-time base programme.
We intend to approach the administration of the two universities that offer online degree programm...
The Study 1
We intend to approach the administration of the two universities that offer online degree programmes. We will use over observational approach in this study whereby we will identify ourselves as researchers and clarify to them on the main rationale of the study. For this case, we will request them to give us the contacts of those studying online degree programmes in their university. We will get their contacts especially email address and we would send them our questionnaire to them. The following questionnaire will be use in this study.
The students will be expected to fill the questionnaires and email them back to us on their views regarding online degree courses.

Study 2
The second study will involve direct interviewing students at the university. We will pick students at random at the university and interview them concerning online degree courses.
We will introduce ourselves to students as researchers and our intention our carrying out the research. We would spend around 15 to 20 minutes with the students and discuss their view in regard to online degree course. After this, we would compile discussion and come up with the correct ideas on the best view concerning online degree courses.

Choice Question
Note: Question 1 - 5 has no specific quantifiable value; they are intended to measure affiliation with those already studying online degree programme.
I. Which degree programme did you use in your previous study
Fulltime programme _______________
Online Programme _______________
II. Which degree programme would you prefer today
Fulltime programme _______________
Online Programme _______________
III. Why do you prefer the degree programme chosen above
Convenience ________________
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