Marketing Framework Theory Assignment

Marketing Framework Theory Assignment

This is a solution of Marketing Framework Theory Assignment which carries a research about different sampling methods. Each stage of research which includes data collection and then sampling is been discussed in detail.


Research Justification

In Marketing Framework Theory Assignment, we discuss an educational institution can take the help of a variety of strategies related to the field of marketing planning for several causes like to increase the student base, to increase the satisfaction amongst students, to disseminate knowledge to the target audience about the courses and the studies which are offered or some other services that the university can offer and to herald students from new countries and thus increase its profitability. One of these strategies can be the betterment of quality of service offered by the university it its international students. But often an institution fails to efficiently and effectively market and launch itself, the most important cause of it being misinterpretation of the students psyche and ever evolving conditions prevalent in the industry. Hence the current study will try to help in making out of the perception developed by the international students about the service quality provided in different institutions. The theoretical frameworks which are very much needed to establish a fundamental grasp on the factors in discussion have been pointed in the review of literature that has been already done.

The research will be carried out in two distinct processes. One will be a research of the secondary nature which actually will base itself on the previous works of researchers as well as academicians with respect to the topic of service quality, termed as servqual in different educational institutions. The other process will involve a primary research methodology that will be established on the set of data which can be gathered through a questionnaire that will be self designed. The respondents of the questionnaire will be decided on the basis of a sampling. When the above mentioned questionnaire will be applied to the respondents who have already been chosen, it will give rise to data that can be used for analysis of this current topic as well as recognition of perception of the customers about the quality of services offered by the educational institutions. (McKenna 1991)

Research Position

For the function of this particular research work, the area that has been chosen is the segment which is very important for the international students as well as the universities, that is its quality of service provided. The aim is to identify how the universities are trying to raise the bar for the service quality management which is being currently provided and how the students have formed perception about these factors due to which they can be emotionally attached to the institute. One more purpose was to identify the strategy for the universities to successfully generate trust among its internal and external stakeholders through the betterment of servqual.

Research Aim

The aim of the research is to appreciate the quality of service provided by different educational institutes and analyze students’ perception about these on the foundation of different servqual principles.

The tertiary educational industry is the focal point of this work. This study is centred on the required competencies for the educational institutes with an endeavour of disseminating comprehensive ideas for the other institutes to follow comparable exercises related to the servqual field. Other institutes or industries may have the analogous situation and set of problems as of the education industry. This is why it may be important for them to follow a “me-too” approach in the longer run of the business. (David Brier, 2009)

Research Objectives

The fundamental objectives which are related to this study are:

  • To study and analyze the quality of services provided by different educational institutes.
  • To identify the perception generated amongst the international students about the quality of services given by the learning institutes.
  • To recognize if the current scheme of plans implemented by the universities have really been capable to modify the perception of the active or the possible upcoming stakeholder, that is, the students base.
  • In the current scope of the research, these topics have been defined in accordance to the exact situation. The project will help us answer the following questions:
  • Are the students content with the quality of service which is being given to them?
  • Do they get required assistance while getting admission and applying for visa?
  • What are the expectations of the students while opting Wolverhampton university for higher studies?
  • Are those expectations fulfilled?
  • Do they get value for money after finishing the course?
  • If not, what should be the steps taken to fulfill them?


The methodology that will be followed for this particular research will involve doing a primary research and a secondary research as well. A self made questionnaire will be used to collect the primary data which is needed for the primary research. From the group of respondents selected through the process of sampling, data will be collected by using the previously mentioned questionnaire. The secondary data those will be used for the purpose of the secondary research will be generally collected from several sources like journals, magazines, books, different reports that have been made public by some agencies or the government and its several departments and other trusted resources and databases. As the fundamental objective of the project is to learn and examine, the paper will be directed towards recognizing a range of matters related to quality of services provided by the educational institutes to its international students and essentially check all the points connected to it with the aid of different instances and secondary data.

Primary research is required for this project and is stated as one of the main aims, as it will provide the project with the viewpoints and information from people who are directly affected by the topics covered by the research. The technique that will be used will be in the form of a questionnaire that will establish the opinions of a sample of society on the views. The advantages of using questionnaires, is that it gives us the capability to permit information to be discovered straight from the division of concerned persons who are targeted for the particular study. Questionnaires also provide a way of boosting knowledge of a subject area within a social domain and as aspects of this topic are not highly published or known about, therefore a questionnaire would be an adequate method of supplying this information to a public sector (McNiff et al 2003: 122).

Another form of Primary research is interviewing the UK institutions and other consultancy companies. This will help us find out their concern and what they believe is lacking in their services.

For analyzing the primary data in this study generally quantitative ways will be used. Several quantitative analyses have been carried out with the data those have been collected through the means of the questionnaire and interview.

Purpose Of Collecting And Analysing The Data

The purpose behind using the set of primary data after it is gathered with the aid of the self made questionnaire for this particular study is to identify and understand the nature of answers it has been able to get from the students base. The international students’ perception about the service quality factors of the educational institutes can also be recognized in the discussed procedure. It will help us to gather a better knowledge of the efficiency as well as the effectiveness of the quality of service which has been provided by the foreign universities for quite a few years now in the global scenario.

Method Of Data Collection For Primary Reseacrh:

The data collection for this particular study has been carried out with the help of the survey process. This survey has been carried out by the process of getting responses of the selected group of respondents with the aid of the self made questionnaire, which were sent to the selected and sampled section of the population by the postal method. Along with the questionnaire an envelope was also enclosed to make sure that a quick response is gathered from the respondents.

Size Of Sample And Method Of Sampling:

The process of sampling can be defined as an activity related to the scope of statistics which helps in the process of identifying and selecting a smaller set of samples from a larger population which represents the intended group for activity. The process of sampling is usually implemented for the purpose of taking out a much lesser in number persons which does the work representing the unique observations from the base of a much greater number of observations which actually is very tough to work with. [You may want to read Statistics and Analytics Assignment]. The basic aim of implementing this particular process known as statistical sampling is to gather some knowledge with respect to various factors related to the characteristics of the parent population which actually is intended to analyze with the aid of a much smaller set of it. The process of sampling is usually carried out for estimation and drawing forecasts, which actually bases itself on the process of statistical inference.

Adèr, Mellenbergh, & Hand reported in their very eminent book ‘Advising on Research Methods: A consultant's companion’ that, it is almost never possible for a particular researcher to get a survey done on an entire set of population due to the reasons which are stated next:

  • Amount of time, money and manpower which are necessary for surveying a complete group do population tends to be very high.
  • On account of various reasons like ever changing characteristics of a particular set of population and especially the persons who aggregate together to form the set of the population, it is greatly open for fundamental changes that can happen in its characteristic with passage of an even small amount of time.

The basic advantages which encourage a particular researcher to opt for a statistical sampling process are the following:

  • The cost related to the process of sampling and then surveying is very low,
  • The speed of collection of data is very quick
  • Since through the process of statistical sampling the data set gets very small it can then greatly help in making sure that the data collected is homogeneous and the accurateness as well as the quality of the collected data is excellent.

Different methods of sampling are:

  1. Simple random sampling
  2. Systematic sampling
  3. Stratified sampling
  4. Probability proportional to size sampling
  5. Cluster sampling
  6. Matched random sampling
  7. Quota sampling
  8. Convenience sampling
  9. Line-intercept sampling
  10. Panel sampling
  11. Event sampling methodology

In this particular study the process through which the sampling will be done is known as convenience and snowball sampling. This particular type of sampling process will be implemented in this particular study due to the very nature of this research work. This type of sampling is termed as non-probability sampling in which the samples which are collected by the process are determined on the basis of their being a part of the population which is close to hand. In this case the population sampled is done so because of their ready availability and convenience. Since only the people who are currently studying or have recently studied from some international institute can respond to the questions effectively, people from the database of different universities have only been taken as respondents. (Adèr, Mellenbergh, & Hand, 2008)

The sample size which is decided to be efficient and effective for this particular study is 200.

Method Of Data Analysis:

The factors which are considered to be significant keeping the objective of this particular study in mind and especially the factors related to the service quality of educational institutes and its answers in the intended group have been acknowledged in the particular questionnaire. Now, with the help of various statistical software packages like excel and SPSS these data will be scrutinized and plotted in several graphical representations for interpreting the kind of understanding that can be gathered from the collected data.

Reason For Collecting Quantitative Data

It is the basic nature of quantitative data which is the reason behind collecting them for this particular study. Due to this nature of these data, they can be investigated in a quantitative manner which will be more effective for this study. Data which are capable of being analyzed in a quantitative process helps in getting a much improved grasp over the topic of the subject in comparison to qualitative data. Apart from the above mentioned plus point, quantitative data also play an instrumental role in developing a proper understanding about the factors related to the stakeholders’, who in this case are the students of the universities, perceived views about the subject matter. Two very famous researchers Goddard and Melville have said that due to the fact that the set of qualitative data may give rise to a range of disconnected subjective responses within the people who have been samples as the respondent group. This will not prove to be an effective or efficient measure to properly investigate the subject of the study. Hence qualitative data have been done away with.

Phrasing Of The Questions

Since it is well understood amongst the researchers that validity of responses given by the respondent group on the subject of the study is highly dependent on the honesty with which he responded are being furnished. But to be fair to them it is very important that the questionnaire is designed in such a way so that all the questions put in the questionnaire are clear in meaning to the sampled respondent group. It should be understood that a questionnaire consisting of clear, succinct, and unambiguous questions will help in getting more accurate responses from the respondent group. It has to be kept in mind that these questions have to be designed in such specific format which makes them very specific and to the point. The grouping of questions is also a very important factor. It will be better if same kind of questions can be grouped together to keep things simple for the respondent. Questions should also be in context and cross questions which may check the validity of some previously asked questions should also be put in the questionnaire if the topic demands such detailed analysis.

Format Of The Questionnaire

Allyson L. Holbrook, Melanie C. Green And Jon A. Krosnick in their book "Telephone versus Face-to-Face Interviewing of National Probability Samples with Long Questionnaires: Comparisons of Respondent Satisfying and Social Desirability Response Bias" in the year of 2003 have stated about the importance of the logical flow of questions which make a questionnaire. It is highly important that questions should possess the quality of logical flow from the earlier questions to the following questions in a good questionnaire. It is imperative for the designer of the questionnaire to take care of the fact that questionnaire should be designed in such a way so that the responses to different questions do not get influenced by previous set of questions anyhow.

In this study, the questionnaire which will be used has been designed in this particular way due to the fact that it is believed to possess the quality of logical flow from the previous questions to the next questions which should help in yielding better responses. The questionnaire has started with more generic questions and as the questionnaire progresses it has been tried to make the questions more concentrated on particular issues related to the study. (Holbrook, Allyson L., Melanie C. Green, and Jon A. Krosnick. 2003)

Limitations Of The Methodology

The research methodology which has been used in this particular study is definitely not free from some limitations. These limitations are as follows:

  1. The sample size is not as large as some other studies.
  2. Number of questions in the questionnaire could have been increased to get a more definite perspective of the respondents on the topic.

These limitations are though effect of some consciously taken decisions. For the purpose of avoiding a very long and tiresome questionnaire for the sake of the people who will be responding to it, the questionnaire has been kept short. Sample size has been kept smaller due to cut down on the time, manpower and money used for the survey which has to be done for this study. But the sample size is way more than 30, which is prescribed by various statisticians to keep the sample a good representative of the population. [Also Read: Civil Construction Survey Assignment]


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