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Marketing and Survey Research
Marketing and Survey Research
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Word limit: 2500 (Maximum) Please note there are two parts to this assessment. PART A Your research proposal should not be written as an academic essay, but in a business style as if you were a marketing research firm pitching for this contract. However, you must still reference the sources used to justify your assertions. Use 1.5 line spacing, and either ARIAL or TIMES NEW ROMAN 12 point font. Your research proposal should be structured as follows: 1. In your own words, outline the management decision problem (MDP) statement/question, the marketing research problem (MRP) statement/question, and research objectives. Provide a brief rationale for your MDP and MRP (2 pages maximum). 2. Describe your proposed research design, utilising mixed methods (qualitative and quantitative), to address the MRP (3 pages maximum). 3. Provide a sample of your data collection instrument, such as a focus group moderator’s guide or a questionnaire. You do not need to prepare an entire questionnaire. Provide examples of the type of questions recommended to 4. Describe your proposed sampling plans, data collection procedures, and data analysis techniques, for both your qualitative and quantitative stages (2 pages maximum). 5. Acknowledge the key limitations of your research design (1 page maximum). PART B Rather, it has been included to enable you to demonstrate to the reader your ability as a marketing researcher to undertake data analysis. From the SPSS data file – Independent-samples t-test to determine any significant statistical differences between international students and domestic students for Question 5 items: 1 to 20. – Analysis of variance (ANOVA) to determine any significant statistical differences by YEAR STARTED DEGREE for Question 5 items: 1 to 20. – Bivariate correlation coefficient matrix to identify any STRONG and significant associations between item 20 and items 1 to 19. Please note Question 5 starts with: “Using these numbers as a guide, please circle one number for every one of the following statements….”. This question You do not need to submit a printout of the SPSS data analysis output. Also, you do not need to discuss the reasons for using each technique and you do not need to References While this assessment is to be written in a business report style rather than a theoretical academic essay, you must acknowledge any sources of information used. |
1. Are you: male □ or female □ 2. Are you: a full time student□ or a part time student□ 3. In what year did you start this degree? ______________________________ 4. Are you an international student? Yes □ No □ 5. Using these numbers as a guide, please circle one number for every one of the following statements to indicate how important each is in relation to your expectations for this unit. 0 No opinion 1 Not important 2 3 4 5 6 7 Very important The unit materials (eg unit outline, study notes, OLT materials, handouts etc) will enable me to understand why the learning in this unit is important to my course. 0 1 2 3 4 5 6 7 The unit materials will enable me to understand what knowledge and skills I am expected to learn by studying this unit. 0 1 2 3 4 5 6 7 The teaching methods used in this unit (eg lectures, tutorials, on-line teaching, workshops, prac etc) will work together to help me learn. 0 1 2 3 4 5 6 7 The topics and content in this unit will be clearly related to what I am expected to learn. 0 1 2 3 4 5 6 7 The assessment tasks will be clearly related to what I am expected to learn. 0 1 2 3 4 5 6 7 I will be provided with guidelines or criteria which give me a clear explanation of how individual assessment tasks will be marked. 0 1 2 3 4 5 6 7 I will be able to understand the requirements of the overall assessment program (eg minimum unit requirements). 0 1 2 3 4 5 6 7 The resources recommended for this unit (eg text book, study guide, readings, websites) will help me to learn. 0 1 2 3 4 5 6 7 Feedback students provide will be used to improve this unit (eg structure, content, assessment or materials). 0 1 2 3 4 5 6 7 Overall, how important is this unit to you? 0 1 2 3 4 5 6 7 The teaching staff in this unit will help me to understand what I am expected to learn in this unit. 0 1 2 3 4 5 6 7 The teaching staff in this unit will know how to develop a class atmosphere that helps me to learn. 0 1 2 3 4 5 6 7 The teaching staff in this unit will be friendly, enthusiastic and helpful to my learning. 0 1 2 3 4 5 6 7 The teaching staff in this unit will show genuine interest in my learning and my learning needs. 0 1 2 3 4 5 6 7 The teaching staff in this unit will give me feedback that helps me to improve my learning. 0 1 2 3 4 5 6 7 The teaching staff in this unit will help me to develop my knowledge, understanding and skills, beyond the memorisation of content. 0 1 2 3 4 5 6 7 The teaching staff in this unit will use teaching and learning resources and aids (eg: PowerPoint, text books, OLT, studyguide, CMD etc) in ways that help my learning. 0 1 2 3 4 5 6 7 Feedback students provide will be used by the teaching staff in this unit to improve their teaching. 0 1 2 3 4 5 6 7 The teaching, learning and assessment tasks will be used by the teaching staff in this unit in ways that will help me learn. 0 1 2 3 4 5 6 7 Overall, how important will the teaching in this unit be for you? 0 1 2 3 4 5 6 7
1 REQUEST FOR PROPOSAL THE UNIVERSITY Request for Proposal for Market Research on THE UNIVERSITY Brand 1. DEFINITIONS Throughout this Request for Proposal (RFP) the following interpretation of terms shall apply except where the context otherwise implies: SUPPLIER or RESPONDENT or CONTRACTOR The person or persons, corporation or corporations, responding to this Request for Proposal for supply to THE UNIVERSITY. REQUEST FOR PROPOSAL or RFP This document, specifying the technical and contractual requirements of THE UNIVERSITY for selection of a Supplier. WORKING DAY Monday through to Friday, inclusive, excepting days that are Public Holidays in Queensland. 2. INTRODUCTION 2.1 Background This Request for Proposal is part of THE UNIVERSITY’s re-assessment of branding in order to develop a new positioning and communication strategy for THE UNIVERSITY. In an ever more competitive marketplace, the positioning, the branding, the marketing of THE UNIVERSITY is crucial to not only maintaining market share but increasing the number of students attracted from areas beyond its traditional base. This RFP is Phase One of two stages and involves the domestic market. It is intended that the project have a second phase targeting the international market in the future. This may be subject to a separate Request for Proposal, or may be considered as an extension of this RFP in negotiation with the successful tenderer on completion of the work involved in this RFP. 2 2.2 Purpose of the Request for Proposal (RFP) The purpose of this RFP is to enable THE UNIVERSITY to select the most suitable respondent to enter into negotiation of a contract to supply market research and analysis to THE UNIVERSITY on how universities, and in particular THE UNIVERSITY, are seen in the marketplace; what the market (by segment) wants from a university; where it gets its information about universities and tertiary education; and how THE UNIVERSITY compares with other universities and tertiary education providers. 2.3 Timing and Availability The services will be required immediately upon the appointment of the successful respondent. 2.4 Contractual Considerations THE UNIVERSITY will select only a Supplier or Suppliers from this RFP. The successful respondent will be required to enter into a formal contract that documents terms and conditions of the supply arrangements under the RFP which are acceptable to THE UNIVERSITY. 3. SCOPE OF WORK The services to be provided will consist of: a) Surveying THE UNIVERSITY’s traditional market of south east Queensland with emphasis on school leavers, potential mature age students, parents, industry, and the general community. b) Surveying present students (including those in outreach sites), alumni, secondary school teachers and school guidance officers. c) Testing of the present brand structure d) Providing a comprehensive analysis and report on the information/data obtained to satisfy the intent of the purpose as outlined in Paragraph 2.2 of this proposal. 4. CONDITIONS OF CONTRACT 4.1 Fees For each stage described at paragraph 3 (Scope of Work), the submission should indicate the various fee components separately. Costs such as postage, courier, telephone, etc should be included in the fee. The fee should also identify the production of reports and the cost of focus groups in the various centres. 3 4.2 Contract Period and Termination The selected Supplier will be appointed for a term negotiated through the tender process. THE UNIVERSITY may at any time, by written notice, terminate or constrict the Contract or any part of the Contract and upon such notice being given, the selected Supplier shall cease or reduce services according to the tenor of the notice and shall forthwith immediately do everything possible to mitigate consequential losses. In the event that the Contractor fails in any manner to carry out the contract to THE UNIVERSITY’s satisfaction, THE UNIVERSITY may forthwith immediately terminate the contract by written notice to the Contractor. 4.3 Public Disclosure The selected Supplier shall not use this contract or THE UNIVERSITY for promotional purposes except with the written agreement of the Vice-Chancellor of THE UNIVERSITY. 5. CONFLICT OF INTEREST Respondents must disclose any potential conflicts of interest that may impact on the ability to provide independent impartial advice and recommendations in relation to the market research and analysis. 6. INDEMNITY AND INSURANCES The respondent is to provide details of the Professional Indemnity insurance that it maintains, including: • the name of the insurer; • limits of indemnity (including any excess covers); • deductibles or self-insured retentions; and • any relevant policy exclusions or special terms imposed by underwriters. 7. CONDITIONS OF RESPONDING 7.1 Contract Administration The overall management of this contract is the responsibility of the Pro Vice Chancellor Cairns, International & Development. 7.2 Evaluation Criteria for Selection The respondent that is most competitive in terms of value for money and that most satisfies the specified requirements for service delivery, capability and experience will be selected. 4 As a general guide, the evaluation process favours Respondents offering: • compliance with any specifically stated delivery objectives; • demonstrated experience in the provision of market research advice; • the potential to offer the best value for money; and • a proven record of innovative ability. 7.3 Respondents Management Structure The Respondent must clearly explain the corporate structure of the entity it proposes to be a party to the Contract and • describe the core business of the organisation; and • provide a history of the company. The Respondent must submit details of the organisation structure which will be used for managing the Contract. The details must, as a minimum, include: • an organisation chart showing the Respondent’s corporate management structure; • an organisation chart showing the Respondent’s proposed personnel structure for the Contract, including key position descriptions; • lines of accountability; and • the name and experience of the person proposed to take corporate responsibility for the Contract. 7.4 Respondents Industry Experience The Respondent must provide details of the experience of key personnel who are nominated to carry out the Contract. Respondents must also submit relevant information regarding their experience on similar Contracts. The experience tabled must demonstrate a successful track record in undertaking the assignments listed in Paragraph 4 of this document. The experience of key personnel should be described. This information must, as a minimum, include: • name; • qualifications; • role within the Contract team; • location of employment during the Contract; • recent relevant experience; and • availability for the Contract. 7.5 Methodologies Proposed The Respondent must submit, as part of its Proposal, an outline of the methodology proposed to be adopted including a preliminary program identifying the key elements of the Proposal, implementation and critical path activities. The submission should indicate in a brief and concise manner: • the approach that will be adopted to deliver the specified services; • any additional services considered to be necessary or of benefit to THE UNIVERSITY; 5 • depth of research/advice experience and the amount of research resources available to the organisation; The Respondent should identify the key issues or problems that are anticipated to be encountered, and the methodology or management technique to be utilised to address those identified.
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