University Marketing Research Plan - Essay Example

Running head: MARKETING RESEARCH PLAN FOR XYZ S DISTANCE LEARNING PROGRAM Marketing Research Plan Name Marketing Research Plan Defining the Problem 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. Research Design The best approach for learning the information required is to use a direct approach. We intend to use this approach whereby we will ask direct question to those working fulltime and still studying online degree. For this case we do this research in two groups whereby one group will do a study on those working fulltime and at the same time taking online degree while the second group will study general those who are working and fulltime and at the same time studying. 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. 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. The third and final step would involve use of questionnaire for those working fulltime but intend to study in regard to what would motivate them to study online degree programme. 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. Questionnaire 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 ________________ Cost __________________ Distance _______________ Others (Please state the reason) _______________________________________ IV. Which degree programme would you recommend for a family member Fulltime programme _______________ Online Programme _______________ V. For someone who is working, which degree programme would you recommend Fulltime programme _______________ Online Programme _______________ Preferences on Online Degree Please rank the following questions using the following scale: 1- I prefer it, 2 - I hate the programme, 3 - I will never use it VI. If you were to register in a university to study, would you prefer online degree programme 1 2 3 VII. Would you Advice your friend to register for online degree course 1 2 3 VIII. If there were other option to study while working, which option would you go for as most appropriate to you Would you go for online degree courses 1 2 3 Please use the following scale to rate the following questions: 1- not important, 2- somewhat important, 3 - important, 4 - very important IX. How important is quality of education in your decision to enroll for an online degree course. 1 2 3 4 X. How important is the reputation of the university offering online degree course in your decision to enroll for online degree course. 1 2 3 4 Scale Specification Question 1-5 are intended to measure attitude and affiliations, and as such cannot be quantified. Questions 6-9 will be given on numerical value hence for this case they are evaluated based on importance. Sampling Design Specification Vault.com conducted a survey on 239 professionals in human resource that showed that 37 percent believed that degree undertake online is the same as the traditional degree. However, 54 percent of those surveyed said that the online degree is accepted even though it is not credible. 1 On the other hand, on the employer's perspective they view online degree holders as second class and they do not give first priority to them than the traditional degree holders. On the survey conducted, 60 percent and 40 percent of employers view the online degree as incredible and credible respectively. It is quite hand for a holder of online degree to find a job as compare to a traditional degree holder. 2 References Berry, T. (2004): Hurdle: The book on business planning - Millennium Edition. Eugene, OR: Palo Alto Software Burns, A.C., & Bush, R.F. (2001): Marketing research. London: Prentice-Hall Davis, R.E. (1993): Experience: The role of market research in the development of new Consumer products. Journal of product innovation management. Volume: 10, pp: 309-317 Glover, K (2005): Don't Discredit My Degree Online, Retrieved on December 14, 2006 From http://www.libraryjournal.com/article/CA6269436.html Read More