my diploma 1
TRANSCRIPT
Masaryk Univers i ty
Faculty of Economics and Administration
Field of study Business Management
QUANTITATIVE MARKETING RESEARCH
Diploma work
Thesis superviser Author
Ing Radoslav ŠKAPA PhD Ilya SHAIDEROV
Brno 2012
ii
Masaryk University
Faculty of Economics and Administration
Department of Corporate Economy
Academic year 20102011
ASSIGNMENT OF DIPLOMA THESIS
For Shaiderov Ilya
Field Business Management
Title Quantitative Marketing Research
P r i n c i p l e s o f t h e s i s w r i t i n g
Objective of the thesis
The objective of the thesis is to conduct an individual research project
Approach and methods used
The author is expected to
1 suggest a marketing-related research topic (eg consumer research)
2 to prepare a research design that utilizes the quantitative analytical methods
3 to collect the data
4 to analyze the data using statistical methods and
5 to interpret the results
ii
The extent of graphical works according to the supervisors guidelines the
assumption is about 10 charts and graphs
The thesis length without appendices 60 ndash 70 pages
List of specialist literature
Cooper Donald R - Schindler Pamela S Business research methods 8th ed Boston
McGraw-Hill 2003 xix 857 s ISBN 0-07-249870-6
Smith Scott M - Albaum Gerald S Fundamentals of marketing research Thousand
Oaks Sage 2005 xii 881 s ISBN 0-7619-8852-1
Malhotra Naresh K Marketing research an applied orientation 6th ed Global edition
Boston Pearson 2010 929 s ISBN 9780136094234
Hair Joseph F - Bush Robert P - Ortinau David J Marketing research within a
changing information environment 3rd ed Boston McGraw-Hill 2006 xxvii 700
ISBN 0-07-283087-5
Sekaran Uma - Bougie Johan Roger Gisbert Research methods for business a skill
building approach 5th ed Chichester Wiley 2009 xx 468 s ISBN 9780470744796
Diploma thesis supervisor Ing Radoslav Škapa PhD
Date of diploma thesis assignment 2032011
Submission deadline for Diploma thesis and its entry in the IS MU is provided in the
valid Academic Calendar
Department Head Dean
In Brno on 2032011
iii
Abstract
The objective of this paper is to analyze the reasons for choosing Masaryk University among
international students studying in English language and identify the ways on how to improve Masaryk
University overall attractiveness among this market segment based on best practice solutions in this
sphere and obtained primary data The trend of the work represents theoretical analysis of marketing
research insights and their further application into practical part Practical part consists of survey design
and its implementation along with collected data analysis and future recommendations
Exploratory research has been chosen as a research design in order to clarify relevant issues and
uncover variables associated with a research goal Primary data was collected through structured
quantitative questionnaires which gathered 26 respondents Data was coded and tabulated by Microsoft
Excel spreadsheet application
Results suggest that current and prospective students perceive two most important criteria for
choosing Masaryk University ―people ndash which is competitive academic staff and employability after
graduation Two other criteria ―processes and ―physical evidence were not in studentslsquo main concern
even though Masaryk University has above average scores of those two criteria So it has been
recommended to improve previous two criteria (―people and employability) along with promotion the
other two (―processes and ―physical evidence)
KEYWORDS marketing research higher education quantitative research marketing mix viral
marketing website analytics blogs marketing
Declaration
I declare that this work has been completed by me independently under the direction of Ing
Radoslav Škapa PhD I have used no sources or aids other than those cited
Brno 26042012
__________________________________
Ilya Shaiderov
iv
ACKNOWLEDGEMENTS
This work would not gain such academic and practical weight as it would not be under
constant coordination of Ing Radoslav Škapa PhD his persistence and patience
Choosing a topic and further theoretical and practical implications in this work were
supported by my internal motivation to truly conduct all steps of marketing research Topic
―Quantitative marketing research proposed by Ing Radoslav Škapa PhD was indeed
something I was looking for It encompasses two main steps in any research theory and its
implication which to my point of view prepares a good specialist for the professional career
I am also grateful to all respondents who participated in my survey for their time and
serious approach to this process
Brno in April 2012
Ilya Shaiderov
Number of words 17 750
v
ACRONYMS
HE Higher education
MU Masaryk University
vi
Table of Contents
INTRODUCTION 1
LITERATURE REVIEW 3
1 THEORETICAL PART 5
11 Marketing versus Market research 5
12 Quantitative versus Qualitative Research 5
13 Marketing Research Process 6
14 The Research Plan 13
15 Measurement 13
16 Designing Questionnaires 14
17 Inaccuracy 15
18 Ambiguity 16
19 Hints to improve quality of questionnaire 18
110 Sampling procedures in Marketing Research 20
111 Editing Coding and Descriptive Analysis 23
112 Research Errors 24
2 PRACTICAL PART 25
21 Marketing Research Process Applied 25
22 Analysis and interpretation of data 28
23 Secondary data 28
24 Primary data 35
RESEARCH REPORT 45
CONCLUSION 49
REFERENCES 51
Appendix A Questionnaire 54
1
INTRODUCTION
―The elements of globalization in higher education (HE) are widespread and
multifaceted and the HE market is now well established as a global phenomenon especially
in the major-English speaking nations Canada the US Australia and the UK In the context
of increasing competition for home-based and overseas students higher educational
institutions now recognize that they need to market themselves in a climate of international
competition (Hemsley-Brown JV and Oplatka I2006)
The main idea of this research is to analyze secondary information about HE marketing
around the world to detect potential solutions to MU (Masaryk University) problem
(attraction of international students) After this set of potential solutions will be developed
there will be next step ndash verification on the extent of those solutions match with real MU
situation To get this verification researcher should proceed to obtain primary data including
questions that will prove or disprove world practices in HE marketing solutions The final
result of this procedure will be mix of proved MU problems which exist in world practices
(solutions will be applied according to secondary data) and problems which inherent only in
MU university (in this case researcher should propose potential solutions which will improve
current situation)
In order to increase accuracy of primary data collection common research errors will be
taken into consideration and verified according to proposed procedures Errors are briefly
mentioned in the practical part but the detailed explanation of some of them will take place
only if one of those will arise during the research process
Research goal of this study is to identify ways on how to increase students` inflow into
MU by means of detecting general preferences of MU customers (prospective and current
students) The motivation to reach this goal is coming from the secondary information
gathered Despite the fact that HE marketing is a new stream in marketing itself there are
many tools on how to increase studentslsquo enrollment University potential to increase
international studentslsquo inflow derives from university image reputation branding mobile
marketing Google analytics and many more which is explained in secondary information
part Motivation to improve MU HE marketing activities comes from the point that current
students have more possibilities to travel abroad ―It has been estimated that more than 16
2
million students study outside of their home countries with more than 547000 studying in the
United States (Pimpa 2003) So there is a huge potential for universities to attract
international students through marketing campaigns
In this work MU considers as an organization which has a goal to increase quantity of
students enrolled from abroad For this reason any company should understand its customer
(needs threats and opportunities) Usually company has several categories of customers
―Some buy because they find your price to be the lowest some because they find your
services to be outstanding while some purchase from you because of your reputation in the
industry (Rodriguez 2004) Even though there is set of categories of customers the main
feature always exists So this work is devoted to depict the ―main customer for Masaryk
University
For this purpose quantitative marketing research is a tool to solve this Different
categories of customers give criteria to improve sales for a company ―It is important that you
know what customers consider most valuable about your products or services (Rodriguez
2004) That is why quantitative marketing research would bring up those values of the MU
education for further improvement Moreover it will display disadvantages of MU higher
education which after all should be improved to make them as advantages
Results of marketing research have several consequences The first one company gets
closer to its customer and it can promote its products according to customer characteristics in
social class lifestyle marital status and etc The second one company might redesign its
product or service according to specific advices of customers And last one is that a company
can find one more target market which responds to company marketing mix All these items
allow marketing manager to crystallize its target market and give ways to increase sales But
the final destination for a company is to transform from market driven entity to market
driving one
An article published by Jarowski Kohli and Sahay in 2000 year ―Market-Driven
Versus Driving Markets states that in general there are two main strategies to market
orientation ―1) traditional market driven approach based on understanding and reacting to the
preferences of customers and actions of players (customers competitors) within a given
market structure and 2) driving markets by influencing the structure of the market andor the
behavior of market players (customers competitors) in a direction which would enhance the
position of the focal business (Kohli Sahay 2000) They also argued that these two
approaches are complementary because a company can in the beginning use market driven
3
approach to support its sales and generate profit and after shift to more market driving
approach In general it is difficult to state that market driving approach is the future for all
companies which seek success for a long term But there is certainty that if a company keeps
track on current tendencies on the market it might propose some products which would be
highly demanded in the shortest future Vyas and Souchon (2003) argued that experience in
specific markets might lead to intuitive understanding of customers` future needs or wants
that would facilitate a market driving approach focused on said customers` unstated or
unknown needs
Once a company needs to know its customer the only way to do it is to ask a
customer It can be done by means of primary or secondary researches which have several
pros and cons Also primary research has two options quantitative or qualitative marketing
research
LITERATURE REVIEW
The definition of education marketing was created by (Kotler and Fox 1985) in the
following form ―The analysis planning implementation and control of carefully formulated
programs designed to bring about voluntary exchanges of values with a target market to
achieve organizational objectives
The conception of a client in the tertiary education sphere was one of the main topics
in 1990s For example (Conwey 1994) highlights that there are two perspectives of
approaching a university client In the first case the clients are students who are offered study
programs by universities In the second notion the clients are employers and companies to
whom students present the product of the university
Students remain as a main target group for universities and marketing communications
directed to their needs and preferences From this point applicability of traditional marketing
research process takes place Thorough description is given by (Smith and Albaum 2005)
who gave clear and simple path of stages in marketing research process
In the problem formulation stage (Barabba Zaltman 1991) gave strong arguments for
differentiating management problem from a research problem They emphasize on the ability
of researcher to translate management problem into research problem
4
(Robert S Michael 2002) gave the most profound characteristic of scientific method
of inquiry which has been chosen for this study Two stages of his proposed method of
inquiry are not included due to different research design taken for this study ndash explorative
(Cooper Schindler 2003) stated several compelling reasons for sampling They
mentioned two types of sampling one of them has been incorporated into this work ndash
probability sampling
Measurement of variables in this work has been done according to (Hair Bush
Ortinau 2006) by assigning numbers and labels to multiple choice answers in questionnaire
The matters of ambiguity and inaccuracy in research have been covered by (Smith
Albaum 2005) (Hair Bush Ortinau 2006) and (Sekaran Bougie 2009)
Research questions arose from two articles wrote by (Jonathan Ivy 2008) and another
one by (Hsuan-Fu Ho Chia-Chi Hung 2008) (Jonathan Ivy 2008) argued in his article that
there are three more elements in marketing mix when talking about service oriented business
like university Those elements were given names as ―People ―Processes and ―Physical
evidence (Hsuan-Fu Ho Chia-Chi Hung 2008) included another important factor for
university promotion and it is the extent of employability after graduation from university
(Dr DJ Toncich2008) is talking about deviations in university slogans and real
university standing In his article there is also explanation of the ways on how to promote
different parts of university image Along with this (Nguyen and Le Blanc2001) emphasize
on market positioning (Bonardi amp Ekwulugo 2003) claimed customer oriented approach that
university should take into promotion and development educational process
Partially (Harry Hayward 2011) touched the matter of video clips as effective tool to
promote university image With support of (Bruce Snyder 2011) web analytics became
another effective tool of keeping track of different target markets and customer preferences
tendencies
(Jarvis J 2008) emphasize on overall marketing politics which encompass existing
blogs analysis creation of internal and external blogs for sharing ideas problems and
thoughts among students and university staff He also proposes to include useful links in
company website
5
1 THEORETICAL PART
11 Marketing versus Market research
It is essential to differentiate those two terms in order not to be mistaken in research
process In the article ―Market research versus marketing research by Jacqueline Oud
market research provides more general information about the market This research can
answer such questions as country specifications market potential and accessibility overall
customer information (who what where when and how) On the other hand marketing
research has more detailed and deep information about customers and their attitude toward
company products This research can be done through interviews customerslsquo feedbacks after
product trials follow-up of the consumer and its behavior It means that marketing research
can include market research but not vice versa
Usually those two terms are used together because market and marketing research can
interconnect during the process of identifying product positioning So this study is
concentrated mainly on conduction marketing research If from the survey it becomes obvious
that some reasons of MU choice related to university environment (eg country
specifications) it will be made partial market research using secondary data
12 Quantitative versus Qualitative Research
The primary aim of a Qualitative Research is to provide a complete detailed description
of the research topic Quantitative Research on the other hand focuses more in counting and
classifying features and constructing statistical models and figures to explain what is
observed
The researcher serves as the primary data gathering instrument in Qualitative Research
Here the researcher employs various data-gathering strategies depending upon the thrust or
approach of his research Examples of data-gathering strategies used in Qualitative Research
are individual in-depth interviews structured and non-structured interviews focus groups
narratives content or documentary analysis participant observation and archival research
6
On the other hand Quantitative Research makes use of tools such as questionnaires
surveys and other equipment to collect numerical or measurable data
Qualitative Research is primarily subjective in approach as it seeks to understand human
behavior and reasons that govern such behavior Researchers have the tendency to become
subjectively immersed in the subject matter in this type of research method
In Quantitative Research researchers tend to remain objectively separated from the
subject matter This is because Quantitative Research is objective in approach in the sense
that it only seeks precise measurements and analysis of target concepts to answer his inquiry
(Experiment-Resourcescom 2009)
The question remains what method should be used after all This study aims to find out the
answer to an inquiry through numerical evidence so quantitative research is applicable in this
case If in the future researcher would like to explain further why this particular event
happened or why this particular phenomenon is the case then Qualitative Research comes
into practice
13 Marketing Research Process
According to Karole Friedmann (2003) Director of Products and Services for the
marketing services company Market Research Project Management Inc marketing research
project will be effective only if the information it provides leads to better business actions
decisions products or strategies In general marketing research is correlated with decision
support system when company executive decreases the risk of uncertainty by conducting
research Successful marketing research provides options for future actions in company
strategy High quality marketing research is proportional to high quality decision
―Marketing research is the systematic and objective search for and analysis of
information relevant to the identification and solution of any problem in the field of
marketing There are several important points in this definition First marketing research is a
systematic search for and analysis of information Careful planning throughout all stages of
the research is a necessity Researches must start with a clear and concise statement of the
problem to be researched Good research practice requires that the information sought the
methods used to collect the information and the techniques employed to analyze the
information be systematically and carefully laid out in advance (Smith Albaum 2005) Also
7
objectivity of marketing research plays another important role in successful marketing
research This criterion allows omitting escalation of commitment and clearly reflecting
current situation
There are pitfalls during marketing research process The most common ones are pseudo-
research and advocacy surveys Pseudo-research is done simply to come up with desired
results There is no objective and ethical approach Advocacy surveys are developed in such a
way that serves the needed answer Along with these two pitfalls the major one for doing
successful research is escalation of commitment when researcher is unable to consider other
variants of research results All these drawbacks might lead to waste of time and money spent
for research
Marketing research process consists of nine steps
Problem formulation
Method of inquiry
Research method
Research design
Selection of data collection techniques
Sample design
Data collection
Analysis and interpretation of data
Research report (Smith Albaum 2005)
Problem Formulation
―From the researcher`s point of view problem formulation means translating the
management problem into a research problemhellip An accurate problem formulation specifies
the types of information needed to help in solving management problemhellip the quality of
thinking about an issue (ie a problem situation) prior to data collection largely determines
the quality of thinking (ie analysis and problem solving) after the data have been collected
(Barabba Zaltman 1991)
Problem itself contains several components
1) The manager(s)decision maker(s) and his her or their objectives
2) The environment or context of the problem
3) The nature of the problem
8
4) Alternative courses of action
5) A set of consequences that relate to courses of action and to the occurrence of events not
under the control of the manager
6) A state of uncertainty as to which course of action is the best (Smith Albaum 2005)
Objectives have wide scope of variability starting from profit increase to serviceproduct
improvement ―The fewer the objectives of any study the easier it is to keep track of progress
toward the objectiveshellip Objectives vary from jointly agreed-upon corporate objectives to the
individual objectives of each employee (Smith Albaum 2005)
Environment of the problem can be related to the market research because it encompasses
such aspects as level of income and rate of growth in the market degree of competition and
government regulation Upon that it might also consider consumer tastes and preferences
Environment has a wide set of factors so researcher should define those factors which are
relevant to the problem
Method of Inquiry
The next stage in marketing research process is method of inquiry or method of
investigation The most objective and reliable is scientific method This method is effective
during the starting point and during the process of results check The main and most profound
characteristic of this method is objectivity It consists of the steps listed below
1 Observation and description of a phenomenon or a group of related phenomena An
investigator has little of prior information This is the stage when qualitative methods may
provide considerable information about what-is
2 Formulation of a hypothesis to explain the phenomena In educational research the
hypothesis is often a question about the relationship between or among variables that may
influence learning The hypothesis may be one that merely asks whether a relationship exists
(correlation research) or the hypothesis may state a cause-and-effect relationship
3 Predict the existence of other phenomena using the hypothesis or predict the results of new
observations
4 Conduct experimental tests of the predictions by several independent experimenters who
use proper experimental methods (Robert S Michael 2002)
9
Research Method
In addition to method of inquiry researcher should select research method There are two
types of research methods experimental and nonexperimental In former type of method
researcher can intervene into research experiment and control external variables It is vice
versa in nonexperimental method (Smith Albaum 2005)
Research Design
Another step in marketing research process is research design which is considered as
specific methods and procedures to obtain information needed Research design stipulates
what information to collect from what sources and using what procedures The key marker of
successful design is whether information collected relates to research problem along with
objectivity and efficiency There are three classes of designs ndash exploratory descriptive and
causal In exploratory design researcher identifies and formulates problem along with
development of alternative courses of action It is also considered as a first step in a broad
study in order to get sufficient knowledge and narrow down the problem area Sequence in
exploratory studies lead to three steps
Search of secondary information
Interview experts in a given field
Checking similar situations
Descriptive research design is more narrowed in contrast to exploratory one In former
specific research questions are postulated already The research problem is familiar and
specific This research is preplanned and structured Descriptive research covers such areas as
product research promotion research distribution research and pricing research
Causal studies help to predict causes of deriving such hypothesis The key purpose here is to
define relationships of causal factors to the effects of our prediction Researcher might build
a chart depicting several possible factors that brought situation to a current condition If there
is only one factor this would directly have influence on the situation If there is more than one
factors it is time to verify which one of those led to situation change This approach is called
casual relationship If there is only one factor there might be applicable deterministic
causation Another type of causal studies in probabilistic causation which is expanded version
of deterministic causation with more than one variable (Smith Albaum 2005)
In marketing research sources of information vary but serve as a tool to decrease uncertainty
and check hypothesis There are secondary sources respondents natural experiments
10
controlled experiments and simulation Secondary sources are taken from external
organizations which conducted research with similar purposes Usually it is statistical
committees government bodies NGO`s and etc Respondents also serve as a source of
informative and behavioral information Experiment usage might also bring valuable
information Sometimes it is better (high expenses time shortage) to implement simulation to
a certain situation Simulation is considered as a set of techniques for manipulating a model of
some real world process to find numerical solutions useful in the real process being modeled
(Smith Albaum 2005)
Selection of data collection techniques
Information itself is divided into three categories primary secondary and commercial
Secondary information is gathered by passing actual research conduction Primary
information is coming from data collected by investigator and serve as a main answer to
research question Commercial data is collected by marketing agencies and contains primary
and secondary information
It is better to start collecting secondary information first because it is less expensive and it
can offset the need of doing own research Even though if it will not solve the problem
secondary information can clarify the problem in more detail and help to develop advices to
research questions Also help in planning the gathering of primary data and defining the
population and selecting the sample
Secondary Information
Secondary information has two types ndash internal and external Internal information can be
found within the company past researches and report whereas external is outside of the
company Using internal secondary information will shed light on model and size of product
by area kind of account and industry medium amount of sales by area sales volume
percentage share of sales by product model product size etc External secondary information
allows verifying overall size of market characteristics of market features of competitor
products prices and promotion (Smith Albaum 2005)
Primary Information
The major source of marketing research is primary data In the process of gathering this
data researcher deals with respondent Respondent is a person who provides answers to the
11
questionnaire developed by researcher Answers are not the only findings that can be
collected in primary data collection Respondentslsquo behavior is another key aspect to observe
and analyze future choice of consumer
The main advantage of primary data collection is itlsquos up to date information which respond
researcherlsquos main criteria ndash the extent of the obsolescence of collected data That is why
primary data gives more realistic view to the researcher Another advantage is that primary
information can be collected in varied ways from interview to email questionnaire This gives
researcher flexibility in choosing process Cost and time spend to acquire this type of
information varies It can be attributed to the quantity of respondents should be asked their
accessibility in terms of location and etc So it is the researcher who decides whether to
collect primary data or not based on availability of secondary data time and budget of
research
The main disadvantage of primary data collection is incorrect questionnaire design
(questions answer options place of survey and etc) If doing so researcher may mislead
himself in data analysis and come up to a wrong conclusion Time might be another aspect to
consider as disadvantage for collecting primary data There is higher possibility to obtain
statisticalmarket research from some agency already prepared rather than spending time in
collecting surveys analyze them and synthesize to make final conclusion The best option is
of course to attain secondary information about the topic and then based on its outcomes
collect primary information
In this study will only be included quantitative techniques Questions will be included to
derive attitude to contemporary high education among students
Sample Design
It is rare that in marketing research the whole population is analyzed Sample is mainly a
small representative group of people that reflects all potential consumers Sample selection is
derived from consideration of the relevant systematic and variable errors that might occur
during the research process (Smith Albaum 2005) ―There are several compelling reasons
for sampling including (1) lower cost (2) greater accuracy of results (3) greater speed of
data collection and (4) availability of population elements There are two types of sampling
to choose nonprobability and probability sampling Probability sampling is based on the
concept of random selection ndash a controlled procedure that assures that each population
element is given a known nonzero chance of selection In contrast nonprobability sampling is
12
arbitrary and subjective Each member does not have a known nonzero chance of being
included (Cooper Schindler 2003)
Analysis and Interpretation of Data Collected
The first step in processing of data is editing of complete schedulesquestionnaires Editing
is a process of checking to detect and or correct errors and omissions Editing is done at two
stages first at the fieldwork stage and second at office
Field editing
During the stress of interviewing the interviewer cannot always record responses
completely and legibly Therefore after each interview is over he should review the schedule
to complete abbreviated responses rewrite illegible responses and correct omissions
Office editing
All completed schedulesquestionnaires should be thoroughly checked in the office for
Completeness accuracy and uniformity
Coding
Coding means assigning numerals or other symbols to the categories or responses For
each question a coding scheme is designed on the basis of the con med categories The coding
schemes with their assigned symbols together with specific coding instructions may be
assembled in a book After the transcription of data is over data are summarized and arranged
in a compact form for further analysis This process is called tabulation
Tabulation
Thus tabulation is the process of summarizing raw data and displaying them on compact
statistical tables for further analysis It involves counting of the number of cases falling into
each of several categories
Tabulation can be done by hand or by mechanical or electronic devices The choice depends
upon the size and type of study cost considerations time pressures and the availability of
tabulating machines or computers In this project tabulation and statistics will be done by
using Microsoft excel spread sheet (Debeka 2003)
The Research Report
―Results of the research can be described in short or in long reports Short reports are
appropriate when the problem is well defined is of limited scope and has a simple and
straightforward methodology Short reports are about five pages Long reports are of two
13
types Technical report is written for an audience of researchers And management report
written for the nontechnically oriented manager or client (Cooper Schindler 2003) This
paper is considered to be a tool for a managing director (dean) of the university who might
not have research background so the results of the research will be represented as managerial
report
14 The Research Plan
Research plan is needed to organize everything in a way that each stage would clearly
derive from the previous one It is a tool to control and follow up all procedures of research
project It starts off with stating objectives (primary and secondary) then problem analysis
(includes research problems questions hypotheses interconnection between objectives and
problem) Research design is next one It has four subsets (1) research methodology (how the
research will be made) (2) research techniques (methods and procedures for data gathering)
(3) sample design and selection (what is the size of sample is there any subsamples how you
will make sure that it is representative sample How the sample size was determined) The
fourth stage of research plan is proposed analysis (tabulation procedures cross-analysis
tabulations and their reasons type of statistical analysis) (Smith Albaum 2005)
15 Measurement
In marketing research measurement plays a key role Accurate measurement of variables
brings to right results and therefore to right management decisions The main goal of accurate
measurement is to characterize customers` attitude toward a product ―Researchers use the
measurement process by assigning either numbers or labels to (1) people`s thoughts feelings
behaviors and characteristics (2) the features or attributes of objects (3) the aspects of ideas
or (4) any type of phenomenon or event using specific rules to represent quantities andor
qualities of the factors being investigated For example to gather data that will offer insight
about people who shop for automobiles online (a marketing phenomenon) researcher collects
information on the demographic characteristics attitudes perceptions past online purchase
14
behaviors and other relevant factors associated with these people (Hair Bush Ortinau
2006)
Two of the primary criteria of evaluation in any measurement or observation are
Whether we are measuring what we intend to measure
Whether the same measurement process yields the same results
These two concepts are validity and reliability Reliability is concerned with questions of
stability and consistency - does the same measurement tool yield stable and consistent results
when repeated over time Validity refers to the extent we are measuring what we hope to
measure (and what we think we are measuring) To apply these concepts to social research
we want to use measurement tools that are both reliable and valid We want questions that
yield consistent responses when asked multiple times - this is reliability Similarly we want
questions that get accurate responses from respondents - this is validity (Smith Albaum
2005)
16 Designing Questionnaires
After determining established set of scale measurements it is the time to format them into
an instrument for collecting raw data from respondents The purpose of designing reliable
questionnaire is to collect high quality primary data which can be easily transformed into the
information for the manager The main principle in developing questionnaire is its logic
objective and consistent approach rather than creative way of questions development
Everyone understands that words go into questions and that questions go into questionnaires
but not everyone understands that writing questions does not give you a questionnaire (Hair
Bush Ortinau 2006)
During the procedure of formulating and asking questions response nonresponse errors
occur Nonresponse errors can occur due to the length of questionnaire or questions their
complexity or inclusion of personal questions To avoid such type of error it is necessary to
use innovative way of questions formulation by keeping them concise and in the same time
sufficient enough The next step is to shuffle up the formats of questions to keep interest of
respondent to answer Keeping respondent well informed about directions of each part of
questionnaire is also important Researcher should put emphasis on style and format of
questionnaire (font color of paper graphic attributes etc) The final aspect is numbering the
questions to help keep track for both researcher and respondent
15
Response error rise when the actual value of variable contradicts with one in the report
This error can rise from both sides researcher or respondent Respondent is considered as a
person who provides information through communication (interviews questionnaire) or
observation (researcher observe behavior of respondent) Response error though can occur
during one or both of those processes To verify reasons of errors researcher should analyze
steps in delivering information The first one is information formulation and the second is
information transfer Inaccuracy happens during formulation step and ambiguity during
information transfer to respondent (Smith Albaum 2005)
17 Inaccuracy
Inaccuracy as a cause of questionnaire design means that false report is obtained from the
attitudes preferences beliefs feelings of respondent Questions and scales must be used that
enable to get the whole picture of respondent perception on the matter rather than to get a
fragment of his perception Accuracy itself refers to the degree to which the data provide the
researcher with a description of the true state of affairs From this point ―questionnaire design
precision rise up which is the extent to which a questionnaire design can reproduce similar
results over repeated usages (Hair Bush Ortinau 2006)
There are two types of inaccuracies predictive and concurrent Former one is caused by
inaccurate intentions of researcher during problem formulation Concurrent inaccuracy
happens when respondent intentionally provides inaccurate information
Inability to respond and unwillingness to respond are the most common concurrent
inaccuracies Inability to respond happens when question is posed the way it is hard to answer
without certain actions of respondent (check look up some features of product in question)
These problems might occur if respondent does not remember product features questionnaire
is unrealistic badly designed or directed to improper person Also if construction of questions
is developed with misuse of words or general terms
―Unwillingness to respond deals with motivation of respondent Respondent will not
provide accurate or any information due to several costs One of them is time costs which
require respondent to spend time for questionnaire completion So if respondent is busy or
questionnaire is too long she would answer the questions as quick as she can without paying
attention to accuracy For this reason questionnaire section will contain this phrase ―Do you
16
have time now to answer questions or would you rather set a time when I could contact you
again
Second problem is perceived loss of prestige Some questions might influence prestige of
respondent and then he tends to answer in a way not to lose his prestige which leads to
inaccurate answer Examples of areas which involve prestige level is age income educational
level and job position The main key to solution of this problem is to ask for information
twice in different ways
Third area of questions that might bring to unwillingness to respond is invasion of privacy
If questions touch private information about respondent inaccuracy and nonresponse take
place Such area includes questions about family matters income and money attitude finance
respondent hygiene political views religion and etc In this case indirect questions can help
or in case of direct questions still have to placed they should be included in the end of
questionnaire (Smith Albaum 2005)
18 Ambiguity
Ambiguity is considered as errors in constructing written and oral words or behavior
Inaccuracy errors occur during the formulation of information whereas ambiguity errors
happen during transfer of information through communication or observation Unambiguous
situation is the one where researcher asks question and respondent answer based on the same
meaning of words In this case two phase process takes place When question interpreted by
respondent has the same meaning as it is in interpretation of researcher And answer by
respondent is understood the same way as by researcher (Smith Albaum 2005)
―The language of the questionnaire should approximate the level of understanding of the
respondents The choice of words will depend on their educational level the usage of terms
and idioms in the culture and the frames of reference of the respondents If some questions
are either not understood or are interpreted differently by the respondent the researcher will
obtain the wrong answers to the questions and responses will thus be biased Hence the
questions asked the language used and the wording should be appropriate to tap respondents`
attitudes perceptions and feelings (Sekaran Bougie 2009)
Also implicature is an issue related to ambiguity when researcher is using elliptical
sentences (starting with ―Why ―What ―How) and respondent fill in the missing content
17
by herself In standardized interviews respondent should interpret questions as he can which
leads to miscommunication and wrong results So conversational interviewing is when
researcher is trying to explain the meaning of question and not influence the answer (Smith
Albaum 2005) Interview refers to qualitative method to obtain data this study has
quantitative research so it becomes crucial to construct clear and concise questions For this
purpose there will be pretest of questionnaire research by giving out it to my friends and get
feedback Another way to track understanding level of respondent is to set sub questions in
questions which contain highest probability to mislead respondent By simply asking the level
of question comprehension (good or fair) researcher can identify the level of ambiguity in
answers and track those answers which are answered with ―good level of understanding
Question form and question wording has certain relationship to ambiguity
There are four questionanswer types
1 Free answer (open-ended text)
2 Dichotomous and multiple choice answers (select k of n)
3 Rank order answers
4 Constant sum answers
1 Free answer questions imply that respondent will give full answer to the question in his
own words This type of questions require respondent to have ability to express completely
and concisely That is why free answers have great extent of ambiguity during interpretation
process
2 Dichotomous and multiple choice answers are the most common in questionnaires
development General form for both of these answer types is selection of ―k optional answers
out of ―n available ―Select exactly 1 of n Answers is one of such type of answers This is
simple form where k=1 and n is up to researcher desire In dichotomous question options (n
values) range into two extremes (―Yes ―No ―In favor ―Not in favor ―BuyDo not buy
etc) Multiple choice answers are just an extension of dichotomous questions Multiple choice
questions may require selection of several ―k out of ―n possible answers or selection
unlimited amount of ―k answers out of given ―n options
3 Rank order answers allow to put gradation to answer options This type of answers
characterizes data on the most prevailing option and the one which has the least importance to
18
respondent Typical questions can include determining ranking of preferences first to last
most current to least current and etc The most common bias here is that first optional answer
in the question has more chances to be selected Also tied rankings may cause another
problem of data weakening When it is allowed to rank several answer options into one
ranking level it is impossible to determine results out of this answer For the efficiency
purposes maximum of answer options given in rank order questions vary from five to seven
If it is more than seven it is hard for respondent to identify clearly the right ranking order
4 Constant sum question is the form of ranking using allocation of one hundred percent to
the options containing reasons for the statement asked It can be options for the reasons of
company product purchase (Smith Albaum 2005)
Also to create a good questionnaire researcher should include ―positively and negatively
worded questions Instead of developing all questions positively it is better to mix them with
negatively worded questions to reduce the probability of mechanical filling the questionnaire
by respondent ―A respondent who is not particularly interested in completing the
questionnaire is more likely to stay involved and remain alert while answering the questions
when positively and negatively worded questions are interspersed in it For instance if the
respondent has circled 5 for a positively worded question such as ―I feel I have been able to
accomplish a number of different things in my job he cannot circle number 5 again to the
negatively worded question ―I do not feel I am very effective in my job hellip The use of
double negatives and excessive use of the words ―not and ―onl should be avoided in
negatively worded questions because they tend to confuse respondents (Sekaran Bougie
2009)
19 Hints to improve quality of questionnaire
A Neutrality and don`t know or no opinion
It is an option given to respondent to remain neutral to the question provided Once third
option is included researcher does not force respondent to answer and it makes questionnaire
more polite to respondent Based on the nature of the question researcher may include such
options like ―don`t know ―no opinion or ―not applicable ―Don`t know might be
attributed to question dealing with some facts whereas ―no opinion can be attributed to a
19
certain attitude of respondent If such type of option will be included it is important to
increase sample size because of increased probability for respondent to choose neutral answer
B Dichotomous questions
It is the easiest type of questions for respondents It is considered as a question with
average probability for being ambiguous But it has the lowest probability of being ambiguous
among free-answer questions and multiple-choice questions
C Multiple choice questions
The researcher has two options if she wants more detailed information in a certain
question It is to create multiple choice question or free-answer question Usually multiple
choice questions are more complex and longer than the other two (dichotomous and free-
answer) Ambiguity in such type of questions derives from inability to formulate mutually
exclusive alternatives Another reason for ambiguity is limitation of the chosen answer
Respondent should select only one option which most widely answers the question For this
reason researcher may offer to select as many options as respondent wishes There is a table
below which shows relative probability of ambiguity related to form of question
Table 1 ―Form of Question and Relative Probability of Ambiguity (Smith Albaum 2005)
D Question wording
Selection of right words plays important role in questions development So in wording
choose researcher should be extremely careful Ambiguity in wording has several sources
Question length
Respondent unfamiliarity with some words
Relative Probability of Ambiguity
Form of Question Question Answer
Free-answer Lowest Highest
Dichotomous Average Lowest
Multiple-choice Highest Average
20
Ambiguity of context
Two questions included in one sentence
Too broad questions
If questions are too long this will confuse respondent and affect data accuracy For this
reason researcher should keep questions concise and clear If some words in question are
unfamiliar to the respondent this will also lead to confusion and inability to provide right
information So in case of scientific wording in questionnaire and non-homogeneous
backgrounds of respondents low level of vocabulary should be used Also researcher should
verify whether questions imply only one matter in order not to mislead respondent Questions
that lack specificity should also be avoided Those questions are developed with general
words like ―how often for example
In general researcher must provide alternative question wording pretesting and
verification by observation In alternative question wording first have of sample group may
get options in one order and the second one in reverse order Once questionnaire is ready
pretesting is another good way to decrease ambiguity Only one concern here is to choose
relatively the same group of respondents as it will be in the real research By close
communication with respondent in pretesting step researcher can determine some troubles
misunderstandings arose during this step And last advice is verification by observation
Researcher can (where it is possible) verify answers of respondents by observing their actions
related to questions answered It is not the easy activity so only those questions will be
verified where it is possible to do so (Oppenheim 1992)
110 Sampling procedures in Marketing Research
―Sampling is a selection of small number elements from a larger defined target group of
elements and expecting that the information gathered from the small group will allow
judgments to be made about the larger group The main idea of sampling is that a decision is
based on the assumption that the smaller portion or sample is representative of the larger
population (Hair Bush Ortinau 2006)
There should be a strict order in defining sample for research
21
Chart 1 ―Defining Sample
Sampling procedure starts with defining of population Population is amount of units
(individuals legal entities households) which has one or more similar feature among each
other In order to specify population researcher should answer such questions as what kind of
units (elements of analysis) to be included where they reside or their origin and when
(dimension of units in terms of timeframe) Population should be defined as precisely as
possible At the moment of finalizing population definition investigator decides whether it is
necessary to investigate the whole amount of population (census) or a part of it (sample) The
choice depends on the size of population If the size of population is small census can be an
optimal option otherwise should be created sample
Sample design includes type of sample sampling unit and sample frame Majority of
samples are selected by choice of investigator as non-probabilistic method Where
investigator selects elements of sample in terms of convenience availability and own
judgment Researcher uses table or any other random selective device for the probable
method (Smith Albaum 2005)
Define population
Sample design
Sample size
Estimate costs of sampling
Census vs Sample
Execute sampling process
22
―Sampling unit is the basis of the actual sampling procedure It is that segment of the
population actually chosen by the sampling process The sampling unit may contain one or
more population elements That is these units may be individual elements or aggregates of
individual elements (Smith Albaum 2005)
Sample frame is considered as a list of elements of the population For instance it can be
list of characteristics of elements which are expected to pass the interview or fill out
questionnaire In a perfect case sample frame should determine each population element once
and should not include those elements which are not in the population criteria There several
options below of inaccurate sample framing process
Chart 2 ―Sample Framing Processes
A Incomplete
Sampling frame
B Too Comprehensive
C Combination
Sampling frame Population
Sampling frame Population
Population
23
There is also set of questions to ask during generation of sampling list
Does the list contain everyone in the survey population
Does the list include names of people who are not in the study population
How is the list maintained and updated
Are the same sample units included on the list more than once
Does the list contain other information that can be used to improve the survey
(Dillman 2000)
There are four traditional approaches for the determining sample size
1 Arbitrarily or judgmentally determined
2 Minimum cell size in analysis
3 Based on budget
There are two types of costs in sampling process fixed and variable Fixed costs are those
which are determined and constant Variable costs depend on the volume of study being
conducted The dashed line in the upper graph shows interrelation between costs and sample
design If costs are too high researcher reconsiders sample design or sample size
The last step is actual choice of sample There are two main criteria for this process
sample must be adequate and representative For the sample being representative means that it
reflects overall characteristics of the whole population Adequacy is sought in sufficient
amount of elements selected to provide stable results Also there are two types of sampling
designs probability and non-probability samples Non-probability sampling differs from
probability sampling on the basis that in non-probability sampling the sample elements do
not have a known nonzero chance of being selected for the sample In probability sampling
each element has a known and equal probability of selection This study incorporates
probability design because there are no any predisposed respondents (Smith Albaum 2005)
111 Editing Coding and Descriptive Analysis
―Completed questionnaires or other measurement instruments must be edited coded
entered into a data set for processing by computer and carefully analyzed before their
complete meanings and implications can be understood (Smith Albaum 2005)
24
The main reason for this process is converting data obtained into information which will
provide inferences and answers to research question A certain sequence is needed to perform
successful data analysis In short there should be definition of response categories at first
then editing and coding and at last tabulation All these three steps will be implemented in the
practical part
112 Research Errors
In any research errors will occur so management of errors must apply Errors can arise in
any stage of marketing process from problem formulation to report development It is a goal
of investigator to minimize those errors The value of total error is comprised of sampling
error plus non-sampling error Sampling error (usually called as random sampling error) is the
difference between planned sample and the list of interviewees it is formed Non-sampling
errors are those which are not related to the sample itself Usually non-sampling errors related
to sort of bias as the difference between the true value of that which is being measured and the
average value derived from a number of independent measurements of it There are eight
major types of errors
Population specification ndash difference between required population and population
chosen When researcher chooses inappropriate population for the data collection
Sampling difference between required sample and the one that has been selected
When sample does not represent the population selected by using probability sampling
method
Selection error usually occurs when researcher pick up respondents whom she knows
who is more pleasant in general who is easily reached This tendency deviates real
population selected
Frame error Sample frame is a set of representatives of population who relate to
required sample The frame error occurs when elements which are not in the sample
group are investigated
Nonresponse error occurs when all members of the sample cannot be reached or they
refuse to respond
Surrogate information error occurs when investigator is unable to obtain responses and
replace it with proxy answers leading to surrogate information
25
Measurement error occurs in several stages of research transmittal response analysis
In general researcher represents information that he wants rather the real one
Experimental error When investigator is measuring the influence of independent
variables on dependent one while controlling extraneous variables (Smith Albaum
2005)
2 PRACTICAL PART
21 Marketing Research Process Applied
For this study it has been identified that the problem of current situation in MU is its
inability to attract more international students
Problem Formulation Prospective students do not choose MU for degree obtainment
Research goal To identify ways on how to increase studentslsquo inflow into MU by means of
detecting general preferences of MU customers (prospective students and current students)
Research questions
Based on the study of 7P approach made by Jonathan Ivy one research question arises
1 On what element of marketing mix students relied more when choosing MU ―People
―Physical evidence or ―Processes
From another study made by Hsuan-Fu Ho and Chia-Chi Hung second research question
arises
2 Does the possibility of domestic market employability after graduation plays the key role
for choosing MU
26
Method of Inquiry
As been mentioned in the theoretical part the first step in method of inquiry is observation
and description of a phenomenon or a group of related phenomena This step is known for its
qualitative methods of applicability
Have been studying for almost two years in MU and communicating with dozens of
international students I found several aspects to consider for MU attractiveness improvement
Students who stay longer than a semester differ from those who came just for one semester
under Erasmus exchange program This research deals with the first category of students and
for them it is important to have more frequent university-student correspondence Keeping the
fact that education process in Masaryk university different and complicated in terms of
Information Technology (student information system is very confusing with no English
version of some pages) there should be prepared an orientation seminars on how to effectively
use all university premises and surrounding city facilities It can be easily done with the help
of International Students Club which has excellent image among such clubs in Europe There
is orientation week for students but from the students point of view is more prepared to make
things done (like ISIC card issue register to information system) rather than providing
students with tools on how to achieve what they need to This can easily be done by
information system additional applications of city university map student forums and
discussion groups The information system should be done in more client friendly way with
good English translation of the web pages
This work would not include any hypothesis because of the chosen research design ndash
explorative
Research Methodology
In this will be applied nonexperimental method because of objectivity purposes There is
high risk of mislead and misinterpretation to the respondent which will affect the survey
results
Question number 1 2 3 in the survey (can be found in appendix of this work) was
included for the reason to find additional information from prospective students who intend to
continue their study Question number 11 gives idea on the effective media channel that
students got information from Question number 12 and 13 will help to summarize general
student opinion on MU and find some deviations from the rest of the questions
27
Below are the questions in the survey which relate to research question number 1 ―On what
element of marketing mix students relied more when choosing MU ―People ―Physical
evidence or ―Processes
Question number 4 6 7 was adopted from literature source (Jonathan Ivy 2008) of
theoretical part This question identifies the level of ―Processes element of marketing mix
Question number 5 based on the same literature source was adopted to verify another element
of marketing mix ndash ―People Question 8 uncovers the level of third element ―Physical
evidence Question number 10 encompasses all three elements to double check the main
criteria that students choose or consider MU to study
Below are questions in the survey which relate to research question number 2 ―Does the
possibility of domestic market employability after graduation plays the key role for choosing
MU
Questions number 14 and 15 will help to identify the level of studentslsquo motivation to enter
MU for the reason of higher chance of employability after graduation These questions were
adopted from literature source provided by Hsuan-Fu Ho and Chia-Chi Hung
Question number 9 relates to both research questions because it covers the scale of
significant factors that might affect student to choose MU
Research Design
The study entitled ―Quantitative Marketing Research attempts to accumulate the sequence
of procedures to conduct successful marketing research It has been chosen to use quantitative
research for the reason that study aims to find out the answer of a research questions through
numerical evidence This method enables researcher to gather existing information and data
regarding interrelationship between low rate of students registration to MU The study will
help to answer on two research questions posed in this work
Selection of data collection techniques
The study incorporates two techniques of data collection secondary and primary
collection Secondary information reveals current situation of HE marketing worldwide and
primary information helps to find the match up for solution of MU problem and secondary
information findings
28
Sample design
Researcher uses probability sample design with quantity of respondents equal to 26
Data collection
For study purposes data will be collected by giving out questionnaires to current and
prospective students who study or intend to study in English in MU Hard copy questionnaires
will be collected after respondents finish answering them Total collected questionnaires
amount to 26
Research errors
Population Specification error is mastered by questioning potential respondent whether
shehe studies in English Sampling difference researcher will overcome by keeping the
highest level of variety of respondents (by country of origin) Selection error is out of the
matter because researcher is not introduced to the majority of students studying in English
Nonresponse error may occur for the further purposes of the research respondents would be
asked the reasons for rejecting to fill out questionnaire The same procedure is for the
surrogate information ndash if researcher will not be able to get answers from respondents they
will be asked about the reason of rejection
22 Analysis and interpretation of data
Secondary and Primary data is analyzed and interpreted in section 23 and 24 below
23 Secondary data
Marketing communication of universities
As has been mentioned previously in this work the best option to collect relevant primary
data is to rely first on secondary information and then delve down in certain aspects by
collecting primary information In this item it will be explained what has been done in
marketing communication of universities around the world This part will also cover the
question of what communication strategies and tools the international universities use to
attract their students
29
From the first finding to start universities all over the world practicing advertising
campaigns with such words as ―Internationally renowned Award winning Prestigious
Proud history Career oriented etc But not all the time these sparkling words are real truth
―Does it actually matter whether a university has ―tradition if its current practice is poor
Does it matter if a university is ―internationally renowned if the particular course that is
being considered is known to be badly operated by local standards Does it really matter if a
university has ―a proud history if the present isnlsquot very good (Dr DJ Toncich2008)
Australian professor Dr DJ Toncich in 2008 published a book ―Study and Learning in
the Australian University System where he clearly stated various forms of
Marketing in universities of Australia ―The most common example of universities selling the
sizzle rather than the sausage appears in areas such as science engineering and architecture
where potential students are bombarded with glamorous images of spacecraft sky-scraper
buildings nuclear reactors and so on There are different ways how universities attract their
students There is a table provided by Dr DJ Toncich which explains the ways on how to
promote different parts of university image
Table 2 ―Ways on how to promote elements of university image
30
A ―Tool is a part of company (university in this case) image which should be promoted
And ―Vehicle is the way part of the image can be promoted ―Some key points to note are
that the mass media outlets (newspaper television and radio) having the broadest audience
are generally reserved for ―big picture marketing including the universitylsquos brand and
confidencereinforcement strategies Self-evidently promoting to the broadest audience is the
most costly way of getting a message out so the message needs to be simple and clear The
more specialized the audience however the more detailed the information ndash for example
university course guides and handbooks have the most specific audience and subsequently
the highest level of information density In these vehicles there is generally less content
related to the big picture issues of confidence and brand (Dr DJ Toncich 2008)
Nguyen amp Le Blanc (2001) focused on the image and reputation of the institution and
referred to the crucial role these factors played in the development of market positioning ndash
they drew on the well established concepts and theories in business sector marketing for their
study Bonsardi amp Ekwulugo (2003) who claimed that ―a centrally important principle of
marketing is that all marketing activities should be geared towards the customer also relied
on the literature used in business sector marketing and applied it to the context of higher
education
Branding is important for university to stand out in the market In ―ConnectEd
Symposium for the marketing of Higher Education (Chicago November 2011) Rich Lyons
(Dean Haas School of Business University of California Berkley) argued that
―What passes for branding in higher education is often nothing more than a catchy slogan
and logo Branding projects in universities sometimes evoke hostility indifference or bothmdash
or raise the question of why a good school would need to be so concerned about its image that
it would resort to ―corporate measures But when branding reaches deep to magnify a
schoollsquos differentiation and its core essence the result can be a powerful boost on multiple
dimensionsmdashstudent recruitment alumni interest fund raising media interest and so on And
it can resonate with key audiences emotionally to align what the school does with their
passion to change the world Dean Rich Lyons has led the Haas School of Business at UC
Berkeley in branding the school based on codifying its distinctive culture driving that culture
through its business processes and reforming its curriculum to produce a particular type of
leadermdasha path-bending leader The process is lengthy difficult and risks are high Learn why
the rewards of an authentic brand are worth the effort
31
According to this speech strong brand is coming from the culture of interaction among
students and all university staff Mainly students and professors should clearly understand
what matters mostly attracted them in chosen university (values believes attitudes etc should
match up with student`s)
Another aspect for university marketing start up procedure is reposition communications
as a strategic function in a more proactive attitude This matter has been covered by Dr Mark
Putnam President Central College IA in his article ―Do you drive the agenda or go along for
the ride In this article author ―sought to change the view of the marketing and
communications team from customer service providers to strategists He set a good example
with presidential blog using it to elevate the level of discourse at Central Putnam has a track
record for this kind of change management As senior vice president at Northeastern
University (Boston) he worked with the communications team to educate the university about
the strategic role of marketing and branding He comes by this perspective naturally (Dr
Mark Putnam 2011)
To improve university technical tools in attracting students mobile marketing is a great
way ―Mobile marketing brings challenges and opportunities to higher education when scarce
resources limit the ability to add new technologies and techniques to communication plans
We examine the mobile marketing landscape in search of whats most relevant to higher
education today with special attention to student recruitment and brand strength Areas
covered include site design for best task completion writing right for mobile sites monitoring
web analytics and integrating with traditional and social media websites (Bob Johnson
2011)
Another technical tool is digital video clips ―Video in its many forms is becoming a
major factor in our collective lives (80 million hours of video loaded to YouTube every
minute for example) As digital storytelling it is also being used in a variety of ways to build
brand equity with internal and external audiences Outcomes will be a better awareness of the
current trends in using video as a brand building tool and a field guide for teaching others
within the organization to make powerful digital stories Im currently using the workshop at
the UW to train students who will study abroad to make and distribute good quality video
about their experiences (Harry Hayward 2011) In case of brand building using video
assistance viral marketing campaign might work And the last idea which will increase
university profit is web site analytics ―The website is not only a conduit for most of your
marketing efforts todaymdashitlsquos also an incredible tool for measurement and marketing analysis
32
With web analytics you can better quantify the impact of your marketing campaigns improve
the effectiveness of your website segment visitors for micro-marketing efforts and generate
valuable marketing intelligence (Bruce Snyder 2011)
Marketing is the process of customer identification (needs views preferences financial
possibility to buy certain product) This task will be done through primary information
analysis Another task in marketing is development of ―analytics-driven approach to help to
reach a targeted student through search engines mobile smartphones text messaging email
newsletters and social media (Higher Education Marketing Company) This company has a
straight and logic view on marketing process in university which provides a wide scope of
services Google Analytics Search Engine Optimization Pay Per Click Marketing Social
Media Marketing Google Maps amp Local Search Web Design amp Development Mobile
Marketing Short Message Service (SMS) Another very effective tool is SEO (search engine
optimization) which allows embedding into the company website option for the most
important (most likely needed) words phrases while creating company web pages This set of
words with high possibility that potential customer will dial up will give opportunity for the
company website to pop up in the top list of the search engine (Google chrome yahoo etc)
Under research problem ndash low enrollment of students the researcher should look for the
findings of other studies relevant to this study problem The questions to start with are ―What
factors in university marketing practices are missing to achieve constant enrollment growth
―Is there any interrelationship of those factors and university attractiveness growth
One of the studies has been conducted among students registered state subsidized
universities in South Africa The purpose of this paper was to present a new marketing mix
based on MBA studentslsquo attitudes and opinions towards the marketing initiatives of business
schools in South Africa The findings of this study revealed showed seven quite distinct
underlying factors in the marketing activities of these business schools some covering the
same elements of the traditional marketing mix people promotion and price There were
however four different elements programme prominence prospectus and premiums ―The
marketing mix is a set of controllable marketing tools that an institution uses to produce the
response it wants from its various target markets It consists of everything that the university
can do to influence the demand for the services that its offers Tangible products have
traditionally used a 4Ps model the services sector on the other hand uses a 7P approach in
order to satisfy the needs of the service providerlsquos customers product price place
promotion people physical facilities and processes The product is what is being sold It is
33
more than a simple set of tangible features it is a complex bundle of benefits that satisfy
customer needs The price element of the services marketing mix is dominated by what is
being charged for the degree or tuition fees that are required to enroll at the university Place
is the distribution method that the university adopts to provide the tuition to its market in a
manner that meets if not exceeds student expectations Promotion encompasses all the tools
that universities can use to provide the market with information on its offerings advertising
publicity public relations and sales promotional efforts (Jonathan Ivy 2008) This traditional
model encompasses tools which deal with tangible products In case of university it provides
intangible product which needs more tools for promotion Fifth tool is people who are
considered as a staff in university (academic administrative and support staff) To have a
prominent image university should have teaching staff reputations PhD holders Professorial
title holders Also administrative staff can also play an important role to attain prospective
students by simply providing professional phone call inquiry
The newest addition to the marketing mix is physical evidence and processes Physical
evidence is attributed to internal and external appearance of the entity (from teaching
materials to facade of the building and lecture rooms) ―Processes are all the administrative
and bureaucratic functions of the university from the handling of enquiries to registration
from course evaluation to examinations from result dissemination to graduation to name but
a few During the period that the student is registered processes need to be set in motion to
ensure that the student registers for the correct courses has marks or grades correctly
calculated and entered against the studentlsquos name and is ultimately awarded the correct
qualification While this might seem quite straight forward there are numerous other
processes that need to be implemented concurrently (with the finance system
accommodation time tabling and the library) to ensure the highest level of student
satisfaction The findings of this research suggest that the traditional 4- 5- and indeed 7P
marketing services marketing mix may not be the best way to approach the marketing of
MBA programs in South Africa Using principal components factor analysis on 25 commonly
used marketing tools indicates that four new distinctive and independent elements exist along
with three elements from the traditional marketing mix (Jonathan Ivy 2008) The most
important element from the marketing mix was ―program element (the range of electives in
the degree choice of majors) The second was ―prominence of the degree (academic staff
reputations position on league tables or MBA reviews in the popular press) The traditional
promotions element of the marketing mix was split into two areas standard mass media
34
advertising and hard copy promotional materials such as the university prospectus and direct
mail posted to prospective students called ―prospectus in the MBA marketing mix The
price element is dominated by flexible payment of tuition fees which means that students are
price sensitive and looking for payment flexibility The people element has had a small
modification with face-to-face teaching being included along with personal contact with
graduates and open day attendance The final element of the new marketing mix is called
premiums This is a diverse element of the mix which included accommodation the number
of modules in the degree student exchange programmes university computer facilities and
class sizes While this element was considered the least important of the marketing tools not
offering some of these items could seriously damage the recruitment prospects of a business
school Indeed some items would be considered a standard offering of a university and
expected by a student without further consideration or evaluation (Jonathan Ivy 2008)
So from this study researcher may answer on the posed questions before There is indeed
some other factors out of the standard marketing mix which in this case (higher education
marketing) play a key role In order to finally apply those factors into the practical
implementation researcher should check whether all of those factors remain important for
MU For this purpose primary data should be collected by creating questionnaire which
includes new marketing mix tools
Another study conducted in the realm of marketing communications in Taiwan includes
other findings The purpose of this study was to examine how a graduate institute at National
Chiayi University (NCYU) by using a model that integrates analytic hierarchy process
cluster analysis and correspondence analysis can develop effective marketing strategies
This research revealed that even though universities and colleges in Taiwan have
increasingly realized the importance of having sound marketing strategies to stay competitive
they have concentrated their marketing strategies on promotion ndash advertising tuition
reduction scholarships etc This trend has often obscured the fact that marketing should be
based on customer needs with better efforts made to fulfill these needs Although market
segmentation and positioning enable marketers and institutional planners in higher education
to understand customer needs and to visualize institutional advantages in relation to their
competitorslsquo positions these are relatively new endeavors in educational marketing in
Taiwan
The results display that the five most important factors for studentslsquo school selection
were employability curriculum academic reputation faculty and research environment
35
Students perceived NCYU to be strongly associated with lower tuition fewer entrance-exam
subjects lower entrance-exam pass rates and easier graduation requirements (Hsuan-Fu Ho
Chia-Chi Hung 2008)
In order to verify whether such criteria are also indisputable preconditions for choosing
MU as a potential tertiary institution they should be included into the study questionnaire
As we can see that in secondary information there are many ways on how to improve
university standing and how to reach a customer But this information does not give us the
picture of Masaryk University customer why she chose MU what were the preferences to
choose it where she first time got to know about it and etc That is why for this part ndash to get
the picture of MU customer from primary data collection and then apply appropriate tools that
have been mentioned before would be a good combination for a successful marketing
campaign
24 Primary data
For the purpose of this study ndash increase MU attractiveness primary data has been
collected Researcher developed questionnaire which consists of 15 questions and randomly
gave out to international students The main goal of this questionnaire is to answer two
research questions set by researcher
1 On what element of marketing mix students relied more when choosing MU ―People
―Physical evidence or ―Processes
2 Does the possibility of domestic market employability after graduation plays the key role
for choosing MU
These two research questions will help to get a clue on how specifically to improve
attractiveness of MU
Data is analyzed by using excel Microsoft office application with support of various graphs
and tables It has been calculated that majority of respondents are current students in MU
which gives more in depth data describing university attractiveness
36
Graph 1 ―Identification of students` status
It is 62 of respondents stated that they are currently study in MU This will bring more in
depth data from the survey
Specializations have wider split up with two major elements Informatics and Medicine
amount to 32 and 27 accordingly Unfortunately there are no any students from sport
faculty As it has been mentioned respondents were chosen randomly so it can be obvious
that there is big amount of students studying or intend to study medicine and informatics
Graph 2 ―Identification variability of specializations
37
Country of origin table shows that students from Slovakia have majority Probably
because of country and national closeness to Czech Republic The second biggest majority is
students from United Kindom after them students from Russia and Hungary
Graph 3 ―Country of origin split up
Question number 4 relates to first research question (On what element of marketing mix
students relied more when choosing MU ―People ―Physical evidence or ―Processes)
which specifies the level of ―Process element in MU In general the level of handling phone
callemail is acceptable with 14 respondents answered as completely sufficient or completely
sufficient with additional information This shows that majority of students are satisfied with
first impression of contacting MU
38
Chart 3 ―Level of handling callemail inquiry
Question number 5 explains another element in first research question which is ―People It
is evident that for majority of students academic experience is the most important to know
about professors professionalism But it is also a big quantity of those who did not analyze
any information Five students responded that work experience in business sphere is a key
criteria to choose MU
Chart 4 ―Criteria for identifying professionalism of university teaching staff
The ―Process element is evaluated in question number six which explains the level of
administrative and bureaucratic functions in MU on the matter of convenience and usage
Number of courses
teachers offer
Quantity of
publication of
teachers
Work experience
in business sphere Academic
Experience Professional
title in
business
I didn`t analyze
any information
about academic
staff in MU
39
Chart 5 ―Convenience
On the chart it is shown that students rate these functions as convenient with only several
students who perceive it as rather inconvenient On the ―Usage chart it has also positive
trend representing that MU administrative and bureaucratic process is highly useful
Chart 6 ―Usage
Question number seven explains third element ―Physical evidence In graph below it is
obvious that majority of students do not check this element while choosing MU
40
Graph 4 ―Identification of processes element
69 replied negatively and 31 positively which means that this factor does not play a
key role in selecting university Majority of students rate MU facilities as comfortable It is
shown in the table below that eleven students rate facilities as good
Chart 7 ―Identification of physical evidence element
Question number nine encompasses several criteria which were taken from two elements of
marketing mix ―People and ―Physical evidence and some were not from this marketing
mix like ―ability to get employment in home country ―worldwide acceptable diploma
These two factors were taken from the second research question ―Does the possibility of
41
domestic market employability after graduation plays the key role for choosing MU Results
showed that students highly value ―ability to get employment in home country (16
respondents gave highest score) Also highly rated MU diploma as worldwide acceptable (15
respondents gave the highest score) Also for respondents it is important (with lower grading
score ndash ―4) ―Strong academic staff and ―Excellent laboratory facilities
Chart 8 ―MU criteria
Question number 10 includes set of common services that university provides to students
This question helps to understand what services MU provides sufficiently to students Results
showed that sufficient services that MU provides are almost all which have been mentioned in
the options list Only ―Small class sizes do not meet big majority expectations
a Ability to get
employment in home
country
b Strong
academic staff
d Library
facilities
c Excellent
laboratory
facilities
e Worldwide
acceptable diploma
42
Chart 9 ―MU services
Interesting results gave to the researcher questions number 11 which shows that mostly
students got to know about MU from internet search engines and from relativeslsquo advice
Graph 5 ―Media channel of MU
Question number 12 and 13 give overall satisfaction level with MU Question number 12
has been adopted from theoretical part which asks whether student is ready to enter university
again if heshe would have the same opportunity Question number 13 is double-checking this
statement Results are showing that majority of respondents would enter MU again and they
are satisfied with overall MU educational service
Reasonable
accommodation
Exchange
programs
Number of
modules
Small class
sizes
Internship
possibility
Research
environment Faculty
43
Graph 6 ―Choosing MU
Graph 7 ―General satisfaction of MU
Although researcher might observe big quantity of students who are relactant to answer
Graph derived from question 12 shows that half of respondents do not have such a strong
feeling to reenter MU The same situation is in general satisfaction of MU where 38
remained neutral
The last two questions deal with second research question And here results are varied
Graph 8 derived from question 14 depicts that MU degree is not that helpful for getting the
job back in home country Only 23 answered that degree surely will help to get a high paid
44
position 38 replied as ―probably yes 35 answered as ―not sure and 4 answered
―probably not So around 61 of respondents feel positive about successful employment
back home the rest are not that confident
Graph 8 ―Employability element
Graph 9 ―Employability element second question
If respondents replied positively on 14th
question then they were asked to state the reason
for this As it can be seen above high standard European education is playing a key role for
successful employment Also the rest of options have high scores too
45
RESEARCH REPORT
In the purpose of survey it was essential to understand which of three elements in
marketing mix (―People ―Processes and ―Physical evidence) students rely more and
therefore less while choosing MU According to study made in South Africa by Jonathan Ivy
there are seven elements in marketing mix which all equally important for improving
company attractiveness in service business Researcher of this study picked three out of
seven because they more closely respond to actual service oriented company The rest four
elements (product price promotion place) were existing before as traditional marketing mix
for all types of businesses So the element ―Processes uncovers with questions number 4 and
6 From the graphs it is obvious that students are satisfied with this marketing mix This gives
university strong point in attracting students Call email handling Information system
functionality and other bureaucratic functions work sufficiently well 22 students rated
callemail handling as positive Usage and convenience of different MU functional processes
are also positively appreciated with 13 students for convenience and 15 for usefulness From
this data it can be clearly stated that students do rely on effective functions of MU
Element ―People is identified in questions 5 9 and 10 Question 5 gives information that
students do not mainly rely on ―People element while choosing MU 9 students did not
analyze any information about professionalism of university teaching staff Meanwhile the
main factor on what students pay attention is academic experience of teachers But answers
for the questions 9 and 10 gives a tendency that students do rate criteria ―Professionalism of
teachers high but actually they give lower score for this actual criteria in question number
10 In question number 5 students chose different aspects of professionalism of teachers as a
criteria to enter MU Total score for professionalism aspects is 4+4+5+10+4=27 Also in
question number 9 criteria ―strong academic staff accumulates 17 points (it is taken only 4
and 5 levels of importance) But in question number 10 only students give only ten points for
―faculty as a sufficient service provided by MU It can be assumed that students had higher
expectation before entering into university that they have got
Element ―Physical evidence is seen as not important for respondents Graph for question
number 7 shows that 69 of students did not check elements of ―Physical evidence Also
majority of students rate university facilities as ―Good with opportunity to select ―Excellent
46
status (in question number 8) On the other hand students rate university accommodation and
research environment as high enough (question number 10) It can be concluded that during
the process of choosing university students do not rely heavily on ―Physical evidence But
they did get reasonable service in ―Physical evidence while studying in MU
Second research question states ―Does the possibility of domestic market employability
after graduation plays the key role for choosing MU After analysis of relevant graphs and
tables it became clear that this factor (possibility to get employed) is very important for
students So question number 9 gets the highest score (16) for criteria in choosing MU ndash
―ability to get employment in home country and also high score for ―worldwide acceptable
diploma Even though students rate possibility to get employed as the highest criteria to
enter MU 39 of students are not sure or don not think they will obtain high paid job back
home Here is the point to work for MU administration Students rely on high standard
European education and English language education as a key criterion for being confident in
getting well paid job (question number 15)
The data analysis process constitutes the following
1 MU has convenient and useful bureaucratic functions which are considered as a strong
point in delivering knowledge without obstacles It is difficult to identify the level of
―processes in organization but some points can be highlighted in promotion materials It can
be description of functionality of Information System or description of easy courses
registration
2 Element ―People has deviation in what is expected and what is delivered Students
have a bit higher expectations on the level of teaching staff experience and competence It is
recommended to do a deeper research on the reasons for this deviation But for now it can be
decided to arrange seminars or trainings for teacher to improve their marketing knowledge
and explain commercial tendency in market of high education
3 University ―Physical evidence is has strong rate of sufficiency The only problem that
students do not feel need to pay attention on this element Here MU administration should put
accent on Including pictures of libraries with free Wi-fi canteens computer labs which have
good and pleasant conditions
4 The most important criteria for students to choose MU is high possibility to get
employed at home But this perspective lacks consistency because there is significant amount
of students who remain uncertain in the future employability This gap can be solved by
successful decision making of three elements above ―People ―Processes and ―Physical
47
evidence But it is recommended to conduct further survey questioning the reasons of
students` uncertainty in future employability Maybe the reason is not related to some weak
points in marketing mix but the problem in home countries itself (political instability
nepotism etc)
To sum up the general situation in four factors mentioned above ―processes should be
promoted to international students as a smooth tool in obtaining degree ―people should go
through training on how to deliver lecture in contemporary commercial world of high
education market ―physical evidence should be mentioned in promotion of MU ―student
employability will be interrelated with ―people plus MU has to install closer relationship
with international companies (internships provision seminars with company representatives
professional lectures from leading companies etc)
Secondary information has also a great help in increasing university attractiveness
Viral marketing can be applied to MU because question number 11 shows that internet search
engine is a key tool how students found about MU There is a video of experience Brno life
among Erasmus Students which can be remade as a good promotion video of student life on
campus For Masaryk University very effective tool will be Google Analytics giving a wide
scope of techniques on how to track differentiate and analyze visitors ―Google Analytics is
the enterprise-class web analytics solution that gives rich insights into the website traffic and
marketing effectiveness Powerful flexible and easy-to-use features now give opportunity to
see and analyze your traffic data in an entirely new way With Google Analytics it is easier to
write better-targeted ads strengthen marketing initiatives and create higher converting
websites (Google Analytics website)
In general MU marketing politics should involve techniques mentioned by Jarvis J in his
book ―What Would Google Do Companies must learn that they are better off when they
cede control to their customers Give us control we will use it and you will win
Also it is important to read blogs There are search engines for blogs like Technorati
Icerocket Google Bloglines Pub-sub where MU marketing officials can search for MU
discussion groups or some topics
MU officials should constantly maintain ―conversation with current students It is a good
idea to start communication with those bloggers who care enough to talk about MU products
and service and brand The least MU officials can do is engage them and join the
conversation Even further step can be done Ask consumers what they think MU
48
administration should do MU will end up with better products and do a better job selling
them to more satisfied customers who can even help each other if MU officials let them
Next it will be effective to start university blog where students openly and forthrightly
share the problems and the solutions as they occur There is no reason why a university dean
should not open a direct conversation with the public That will do more to change the
culturemdashto finally make it customer-focused and mean itmdashthan a dozen consultants a
hundred off- sites or a million ad impressions
During of development process of some programs or anything in university it is better to
involve students in this process also
The last but not the least is links on the website of MU There are three links on the ESF
faculty One of them is ―Review of economic perspectives ―call for papers and Citi Bank
banner There should be more links to Headhunters conferences industry associations
current job opportunities etc This gives website alive image and helpful time spending
49
CONCLUSION
This study has been conducted in favor of future Masaryk University prosperity in the
current commercial world Researcher had a strong motivation to give helpful secondary and
primary information which will foster university educational process in the frames of
contemporary world
Of course any research comes up with further recommendations to analyze questionable
matters in results obtained Researcher believes that this work is just another step to constant
need of self-improvement
Researcher advices to put more accent on IT support to promote university image and
therefore increate its attractiveness (Harry Hayward 2011) mentioned that 80 million hours
of video loaded to YouTube every minute So there is high potential for promotion Viral
video of MU will hit several aspects of university improvement brand product suite
differentiation lifestyle according to Dr DJToncich Apart of that it is recommended to
build system of values believes and attitudes among students and university staff and
promote this in the future According to Dr Mark Putman it is essential nowadays to educate
university staff about strategic role of marketing and branding Website analytics would be
useful for measurement and marketing analysis Search optimization engine is another tool on
how to maintain university webpage in the top 10 results in Google chrome or other web
search engines On YouTube there is option to post advertisement of a company only in the
videos which are related to the sphere of products or services company offer So MU might
sign a contract of including its advertisement on videos which has key words as ―education
―high ―in English etc
According to primary data obtained it is obvious that several aspects in MU marketing
mix do not match high criteria among students Once one factor ―People would be solved
through trainings and constant updating knowledge of personnel another interrelated problem
will be offset ndash ―Employability But there is no any research done on interdependence of
these two factors so for further analysis of situation another research should be taken The
main purpose of this research would be identification of cause and effect linkages between
50
―People ―Employability and other factors which influence studentslsquo ability to get high paid
job back home And there are a lot of those factors starting from political situation in the
country to the level of corruption and nepotism
MU has potential to improve its educational process as we do the students because we are
the main customers for our university But one thing should not be forgotten and it is
companies which have strong notion about reality in one or another specialization That is
why my last advice for Masaryk University is to appeal as a liaison entity between students
and companies
51
REFERENCES
Barabba Vincent P Zaltman Gerald 1991 ―Hearing the Voice of the Market Competitive
Advantage Through Creative Use of Market Information Chapter 5
Conway Tony Stephen Mackay David Yorke (1994) Strategic Planning in Higher
Education Who Are the Customers International Journal of Educational Management
Vol 8 Iss 6 pp29 ndash 36
Cooper Donald R Schindler Pamela S 2003 ―Business research methods 8th ed
Dillman Don A 2000 ―Mail and Internet Surveys The Tailored Design Method 2nd
Edition New York
Dekeba Alemayehu 2003 ―Basic of Marketing Research Methods
URL httpwwwglobuszcomebooksMarketingResearchindexhtm
Hemsley-Brown JV and Oplatka I2006 Universities in a competitive global marketplace
a systematic review of the literature on higher education marketinglsquo International Journal
of Public Sector Management Vol 19 No 4 pp 316-338
Harry Hayward ―The power of digital storytelling 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Hair Joseph F - Bush Robert P - Ortinau David J ―Marketing research within a changing
information environment 3rd ed2006
Hsuan-Fu Ho Chia-Chi Hung Marketing mix formulation for higher education An
integrated analysis employing analytic hierarchy process cluster analysis and
correspondence analysis International Journal of Educational Management Vol 2 Iss
4 2008
Jarowski Ajay K Kohli and Arvind Sahay 2000 ―Market ndash Driven Versus Driving
Markets Journal of the Academy of Marketing Science 45-54
Johnson Bob ―Mobile marketing in higher education getting ready for 1012 and beyond
2011
URLhttpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Jarvis J ―What Would Google Do Adobe Acrobat eBook Reader 2008
52
Jonathan Ivy A new higher education marketing mix the 7Ps for MBA marketing
International Journal of Educational Management Vol 22 Iss 4 2008
Kotler Philip Fox Karen FA 1985 Strategic Marketing for Educational Institutions
Mora Michaela ―What Is Statistical Significance 2011
URL httprelevantinsightscomtagsample-size
Nha Nguyen Gaston LeBlanc 2001 Image and Reputation of Higher Education Institutions
in Studentslsquo Retention Decisions International Journal of Educational Management
Vol 15 Iss 6
URL httpwwwemeraldinsightcomjournalshtmarticleid=838798amp
Oppenheim ldquoQuestionnaire Design Interviewing and Attitude Measurementrdquo 1992
Oud Jacqueline 2004 ―Market research versus marketing research
Pimpa Nattavud 2003 ―Internationalization and trade in higher education opportunities and
challenges
Putnam Mark ―Do you drive the agenda or go along for the ride 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Rakhee Vyas Anne L Souchon 2003 Symbolic Use of Export Information A
Multidisciplinary Approach to Conceptual Development and Key Consequences
International Marketing Review Vol 20 Iss 1 pp67 ndash 94
URL httpwwwemeraldinsightcomjournalshtmarticleid=855530
Rich Lyons ―Authentic branding how creating a school brand with culture and curriculum
just might help save us 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Robert S Michael ―Inquiry amp Scientific Method 2002
URL httpwwwindianaedu~educy520sec5982week_1inquiry_sci_method02pdf
Rodriguez G ―5 Questions to Help You Understand Your Customer 2004
URL httpwwwpowerhomebizcomvol146customerhtm
Sekaran Uma Bougie Johan Roger Gisbert2009 ―Research Methods for Business a Skill
Building Approach 5th ed
Singleton Royce A Jr and Bruce C Straits 1999 Approaches to Social Research (3rd
Edition) New York Oxford University Press
Smith Scott M Albaum Gerald S 2005 ―Fundamentals of Marketing Research
Snyder Bruce ―Maximizing the power of web analytics 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Toncich ―Study and Learning in the Australian University System
53
URL httpwwwdoctorteenetfilesunibook04_ppdf
WEBSITES
Experiment-Resourcescom ―Comparing Quantitative and Qualitative Research 2009
URL wwwexperiment-resourcescomquantitative-and-qualitative-researchhtml
Higher Education Marketing Company Canada
URL httpwwwhigher-education-marketingcomcontact
Google Analytics website
URL httpwwwgooglecomintlenanalytics
54
Appendix A Questionnaire
Dear respondent this questionnaire is created in terms of Master`s degree diploma thesis The main goal of
this survey is to improve Masaryk University attractiveness by deriving the reasons for choosing Masaryk
University in obtaining a degree The answers will be kept as confidential and would not be used in any
other purposes other than for this research If you would have any questions regarding the results of this
survey please contact me
Ilya Shaiderov (380502mailmunicz)
Thank you for your cooperation
1 Are you a current or prospective student ____________________
2 What specialization you are obtaining or intend to obtain in MU ____________________
3 Please specify your country of origin ____________________
4 Please rate the level of handling your first phone callemail inquiry by MU staff (only if it is
applicable to your case)
1 2 3 4 5
5 While considering MU as an option to study what criteria did (do) you analyze to check
professionalism of university teaching staff (you may choose several options)
a Number of courses teachers offer
b Quantity of publication of teachers
c Work experience in business sphere
d Academic Experience
e Professional title in business
f I didn`t analyze any information about academic staff in MU
No response
Insufficient response
Sufficient enough
Completely sufficient with additional information
Completely sufficient
55
6 (Only for current students) Could you characterize the process of courses registration usage of IS
system and other administrative and bureaucratic functions of university (please choose one in each
scale)
Convenience
1 2 3 4 5
Usage
1 2 3 4 5
7 (For both current and prospective students) While choosing MU did (do) you check quantity of
books in university library accessibility of electronic databases new editions of study materials
overall quality of library
Yes
No
8 (Only for current students) Please rate MU facilities (buildings classrooms computer labs etc) on
the matter of ―comfortability
1 2 3 4 5
Excellent Good Sufficient Not enough Bad
Completely Convenient
Rather Convenient
Convenient Rather Inconvenient
Completely Inconvenient
Completely Useful
Rather Useful
Useful Rather Useless
Completely Useless
56
9 (For both current and prospective students) How do you rate the following factors as criteria for
choosing MU (1- least important 5 ndash most important)
a Ability to get employment in home country
b Strong academic staff
c Excellent laboratory facilities
d Library facilities
e Worldwide acceptable diploma
10 Please choose (mark ―V) services that MU sufficiently provides to you as a student (in case you
are prospective student - should be provided)
___ Reasonable accommodation (covered by student)
___ The number of modules in the degree and big variety of elective courses
___ Student exchange programs
___ Research environment (sufficient up to date study materials computer labs laboratories etc)
___ Small class sizes
___ Internship possibility
___ Faculty (profound selection of PhD and profession specialists)
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
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t
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t
3
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y
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o
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e
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o
1 2
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f
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o
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3
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r
4
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m
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1 2
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3
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r
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c
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n
5
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r
o
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o
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e
1 2
T
y
p
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a
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f
r
o
m
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h
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d
o
c
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m
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3
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y
p
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a
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f
r
o
m
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h
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d
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c
u
m
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n
4
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y
p
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a
q
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f
r
o
m
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d
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m
5
[
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
57
11 From what source you first found out about Masaryk University
a Website search engine
b Advice of friends parents etc
c TV
d Newspaper please specify____________
e Journals please specify____________
f Billboards
g Website banners please specify website_______________
h Other source__________________________
12 (Only for current students) If you had do it over again would you still choose MU If not please
specify why
a Yes
b Not sure
c Probably would
d Probably would not (please specify why)
__________________________________________________________________________________
__________________________________________________________________________________
________________________________________________________________
13 (Only for current students) Please describe your level of general satisfaction with university
a Not satisfied at all
b Neutral
c Satisfied
d Very satisfied
58
14 (For both current and prospective students) Do you think MU degree will help you to get above
average salary in your home country
a No b Probably not c Not sure d Probably yes c Yes
15 If you think that MU degree helps to get well paid job in your home country what might be
reasons for that (more than one reason can be selected)
a High standard European education d Possibility to pass internship in Europe
b Degree specialization choice e Other_________________________
c Education in English language
ii
Masaryk University
Faculty of Economics and Administration
Department of Corporate Economy
Academic year 20102011
ASSIGNMENT OF DIPLOMA THESIS
For Shaiderov Ilya
Field Business Management
Title Quantitative Marketing Research
P r i n c i p l e s o f t h e s i s w r i t i n g
Objective of the thesis
The objective of the thesis is to conduct an individual research project
Approach and methods used
The author is expected to
1 suggest a marketing-related research topic (eg consumer research)
2 to prepare a research design that utilizes the quantitative analytical methods
3 to collect the data
4 to analyze the data using statistical methods and
5 to interpret the results
ii
The extent of graphical works according to the supervisors guidelines the
assumption is about 10 charts and graphs
The thesis length without appendices 60 ndash 70 pages
List of specialist literature
Cooper Donald R - Schindler Pamela S Business research methods 8th ed Boston
McGraw-Hill 2003 xix 857 s ISBN 0-07-249870-6
Smith Scott M - Albaum Gerald S Fundamentals of marketing research Thousand
Oaks Sage 2005 xii 881 s ISBN 0-7619-8852-1
Malhotra Naresh K Marketing research an applied orientation 6th ed Global edition
Boston Pearson 2010 929 s ISBN 9780136094234
Hair Joseph F - Bush Robert P - Ortinau David J Marketing research within a
changing information environment 3rd ed Boston McGraw-Hill 2006 xxvii 700
ISBN 0-07-283087-5
Sekaran Uma - Bougie Johan Roger Gisbert Research methods for business a skill
building approach 5th ed Chichester Wiley 2009 xx 468 s ISBN 9780470744796
Diploma thesis supervisor Ing Radoslav Škapa PhD
Date of diploma thesis assignment 2032011
Submission deadline for Diploma thesis and its entry in the IS MU is provided in the
valid Academic Calendar
Department Head Dean
In Brno on 2032011
iii
Abstract
The objective of this paper is to analyze the reasons for choosing Masaryk University among
international students studying in English language and identify the ways on how to improve Masaryk
University overall attractiveness among this market segment based on best practice solutions in this
sphere and obtained primary data The trend of the work represents theoretical analysis of marketing
research insights and their further application into practical part Practical part consists of survey design
and its implementation along with collected data analysis and future recommendations
Exploratory research has been chosen as a research design in order to clarify relevant issues and
uncover variables associated with a research goal Primary data was collected through structured
quantitative questionnaires which gathered 26 respondents Data was coded and tabulated by Microsoft
Excel spreadsheet application
Results suggest that current and prospective students perceive two most important criteria for
choosing Masaryk University ―people ndash which is competitive academic staff and employability after
graduation Two other criteria ―processes and ―physical evidence were not in studentslsquo main concern
even though Masaryk University has above average scores of those two criteria So it has been
recommended to improve previous two criteria (―people and employability) along with promotion the
other two (―processes and ―physical evidence)
KEYWORDS marketing research higher education quantitative research marketing mix viral
marketing website analytics blogs marketing
Declaration
I declare that this work has been completed by me independently under the direction of Ing
Radoslav Škapa PhD I have used no sources or aids other than those cited
Brno 26042012
__________________________________
Ilya Shaiderov
iv
ACKNOWLEDGEMENTS
This work would not gain such academic and practical weight as it would not be under
constant coordination of Ing Radoslav Škapa PhD his persistence and patience
Choosing a topic and further theoretical and practical implications in this work were
supported by my internal motivation to truly conduct all steps of marketing research Topic
―Quantitative marketing research proposed by Ing Radoslav Škapa PhD was indeed
something I was looking for It encompasses two main steps in any research theory and its
implication which to my point of view prepares a good specialist for the professional career
I am also grateful to all respondents who participated in my survey for their time and
serious approach to this process
Brno in April 2012
Ilya Shaiderov
Number of words 17 750
v
ACRONYMS
HE Higher education
MU Masaryk University
vi
Table of Contents
INTRODUCTION 1
LITERATURE REVIEW 3
1 THEORETICAL PART 5
11 Marketing versus Market research 5
12 Quantitative versus Qualitative Research 5
13 Marketing Research Process 6
14 The Research Plan 13
15 Measurement 13
16 Designing Questionnaires 14
17 Inaccuracy 15
18 Ambiguity 16
19 Hints to improve quality of questionnaire 18
110 Sampling procedures in Marketing Research 20
111 Editing Coding and Descriptive Analysis 23
112 Research Errors 24
2 PRACTICAL PART 25
21 Marketing Research Process Applied 25
22 Analysis and interpretation of data 28
23 Secondary data 28
24 Primary data 35
RESEARCH REPORT 45
CONCLUSION 49
REFERENCES 51
Appendix A Questionnaire 54
1
INTRODUCTION
―The elements of globalization in higher education (HE) are widespread and
multifaceted and the HE market is now well established as a global phenomenon especially
in the major-English speaking nations Canada the US Australia and the UK In the context
of increasing competition for home-based and overseas students higher educational
institutions now recognize that they need to market themselves in a climate of international
competition (Hemsley-Brown JV and Oplatka I2006)
The main idea of this research is to analyze secondary information about HE marketing
around the world to detect potential solutions to MU (Masaryk University) problem
(attraction of international students) After this set of potential solutions will be developed
there will be next step ndash verification on the extent of those solutions match with real MU
situation To get this verification researcher should proceed to obtain primary data including
questions that will prove or disprove world practices in HE marketing solutions The final
result of this procedure will be mix of proved MU problems which exist in world practices
(solutions will be applied according to secondary data) and problems which inherent only in
MU university (in this case researcher should propose potential solutions which will improve
current situation)
In order to increase accuracy of primary data collection common research errors will be
taken into consideration and verified according to proposed procedures Errors are briefly
mentioned in the practical part but the detailed explanation of some of them will take place
only if one of those will arise during the research process
Research goal of this study is to identify ways on how to increase students` inflow into
MU by means of detecting general preferences of MU customers (prospective and current
students) The motivation to reach this goal is coming from the secondary information
gathered Despite the fact that HE marketing is a new stream in marketing itself there are
many tools on how to increase studentslsquo enrollment University potential to increase
international studentslsquo inflow derives from university image reputation branding mobile
marketing Google analytics and many more which is explained in secondary information
part Motivation to improve MU HE marketing activities comes from the point that current
students have more possibilities to travel abroad ―It has been estimated that more than 16
2
million students study outside of their home countries with more than 547000 studying in the
United States (Pimpa 2003) So there is a huge potential for universities to attract
international students through marketing campaigns
In this work MU considers as an organization which has a goal to increase quantity of
students enrolled from abroad For this reason any company should understand its customer
(needs threats and opportunities) Usually company has several categories of customers
―Some buy because they find your price to be the lowest some because they find your
services to be outstanding while some purchase from you because of your reputation in the
industry (Rodriguez 2004) Even though there is set of categories of customers the main
feature always exists So this work is devoted to depict the ―main customer for Masaryk
University
For this purpose quantitative marketing research is a tool to solve this Different
categories of customers give criteria to improve sales for a company ―It is important that you
know what customers consider most valuable about your products or services (Rodriguez
2004) That is why quantitative marketing research would bring up those values of the MU
education for further improvement Moreover it will display disadvantages of MU higher
education which after all should be improved to make them as advantages
Results of marketing research have several consequences The first one company gets
closer to its customer and it can promote its products according to customer characteristics in
social class lifestyle marital status and etc The second one company might redesign its
product or service according to specific advices of customers And last one is that a company
can find one more target market which responds to company marketing mix All these items
allow marketing manager to crystallize its target market and give ways to increase sales But
the final destination for a company is to transform from market driven entity to market
driving one
An article published by Jarowski Kohli and Sahay in 2000 year ―Market-Driven
Versus Driving Markets states that in general there are two main strategies to market
orientation ―1) traditional market driven approach based on understanding and reacting to the
preferences of customers and actions of players (customers competitors) within a given
market structure and 2) driving markets by influencing the structure of the market andor the
behavior of market players (customers competitors) in a direction which would enhance the
position of the focal business (Kohli Sahay 2000) They also argued that these two
approaches are complementary because a company can in the beginning use market driven
3
approach to support its sales and generate profit and after shift to more market driving
approach In general it is difficult to state that market driving approach is the future for all
companies which seek success for a long term But there is certainty that if a company keeps
track on current tendencies on the market it might propose some products which would be
highly demanded in the shortest future Vyas and Souchon (2003) argued that experience in
specific markets might lead to intuitive understanding of customers` future needs or wants
that would facilitate a market driving approach focused on said customers` unstated or
unknown needs
Once a company needs to know its customer the only way to do it is to ask a
customer It can be done by means of primary or secondary researches which have several
pros and cons Also primary research has two options quantitative or qualitative marketing
research
LITERATURE REVIEW
The definition of education marketing was created by (Kotler and Fox 1985) in the
following form ―The analysis planning implementation and control of carefully formulated
programs designed to bring about voluntary exchanges of values with a target market to
achieve organizational objectives
The conception of a client in the tertiary education sphere was one of the main topics
in 1990s For example (Conwey 1994) highlights that there are two perspectives of
approaching a university client In the first case the clients are students who are offered study
programs by universities In the second notion the clients are employers and companies to
whom students present the product of the university
Students remain as a main target group for universities and marketing communications
directed to their needs and preferences From this point applicability of traditional marketing
research process takes place Thorough description is given by (Smith and Albaum 2005)
who gave clear and simple path of stages in marketing research process
In the problem formulation stage (Barabba Zaltman 1991) gave strong arguments for
differentiating management problem from a research problem They emphasize on the ability
of researcher to translate management problem into research problem
4
(Robert S Michael 2002) gave the most profound characteristic of scientific method
of inquiry which has been chosen for this study Two stages of his proposed method of
inquiry are not included due to different research design taken for this study ndash explorative
(Cooper Schindler 2003) stated several compelling reasons for sampling They
mentioned two types of sampling one of them has been incorporated into this work ndash
probability sampling
Measurement of variables in this work has been done according to (Hair Bush
Ortinau 2006) by assigning numbers and labels to multiple choice answers in questionnaire
The matters of ambiguity and inaccuracy in research have been covered by (Smith
Albaum 2005) (Hair Bush Ortinau 2006) and (Sekaran Bougie 2009)
Research questions arose from two articles wrote by (Jonathan Ivy 2008) and another
one by (Hsuan-Fu Ho Chia-Chi Hung 2008) (Jonathan Ivy 2008) argued in his article that
there are three more elements in marketing mix when talking about service oriented business
like university Those elements were given names as ―People ―Processes and ―Physical
evidence (Hsuan-Fu Ho Chia-Chi Hung 2008) included another important factor for
university promotion and it is the extent of employability after graduation from university
(Dr DJ Toncich2008) is talking about deviations in university slogans and real
university standing In his article there is also explanation of the ways on how to promote
different parts of university image Along with this (Nguyen and Le Blanc2001) emphasize
on market positioning (Bonardi amp Ekwulugo 2003) claimed customer oriented approach that
university should take into promotion and development educational process
Partially (Harry Hayward 2011) touched the matter of video clips as effective tool to
promote university image With support of (Bruce Snyder 2011) web analytics became
another effective tool of keeping track of different target markets and customer preferences
tendencies
(Jarvis J 2008) emphasize on overall marketing politics which encompass existing
blogs analysis creation of internal and external blogs for sharing ideas problems and
thoughts among students and university staff He also proposes to include useful links in
company website
5
1 THEORETICAL PART
11 Marketing versus Market research
It is essential to differentiate those two terms in order not to be mistaken in research
process In the article ―Market research versus marketing research by Jacqueline Oud
market research provides more general information about the market This research can
answer such questions as country specifications market potential and accessibility overall
customer information (who what where when and how) On the other hand marketing
research has more detailed and deep information about customers and their attitude toward
company products This research can be done through interviews customerslsquo feedbacks after
product trials follow-up of the consumer and its behavior It means that marketing research
can include market research but not vice versa
Usually those two terms are used together because market and marketing research can
interconnect during the process of identifying product positioning So this study is
concentrated mainly on conduction marketing research If from the survey it becomes obvious
that some reasons of MU choice related to university environment (eg country
specifications) it will be made partial market research using secondary data
12 Quantitative versus Qualitative Research
The primary aim of a Qualitative Research is to provide a complete detailed description
of the research topic Quantitative Research on the other hand focuses more in counting and
classifying features and constructing statistical models and figures to explain what is
observed
The researcher serves as the primary data gathering instrument in Qualitative Research
Here the researcher employs various data-gathering strategies depending upon the thrust or
approach of his research Examples of data-gathering strategies used in Qualitative Research
are individual in-depth interviews structured and non-structured interviews focus groups
narratives content or documentary analysis participant observation and archival research
6
On the other hand Quantitative Research makes use of tools such as questionnaires
surveys and other equipment to collect numerical or measurable data
Qualitative Research is primarily subjective in approach as it seeks to understand human
behavior and reasons that govern such behavior Researchers have the tendency to become
subjectively immersed in the subject matter in this type of research method
In Quantitative Research researchers tend to remain objectively separated from the
subject matter This is because Quantitative Research is objective in approach in the sense
that it only seeks precise measurements and analysis of target concepts to answer his inquiry
(Experiment-Resourcescom 2009)
The question remains what method should be used after all This study aims to find out the
answer to an inquiry through numerical evidence so quantitative research is applicable in this
case If in the future researcher would like to explain further why this particular event
happened or why this particular phenomenon is the case then Qualitative Research comes
into practice
13 Marketing Research Process
According to Karole Friedmann (2003) Director of Products and Services for the
marketing services company Market Research Project Management Inc marketing research
project will be effective only if the information it provides leads to better business actions
decisions products or strategies In general marketing research is correlated with decision
support system when company executive decreases the risk of uncertainty by conducting
research Successful marketing research provides options for future actions in company
strategy High quality marketing research is proportional to high quality decision
―Marketing research is the systematic and objective search for and analysis of
information relevant to the identification and solution of any problem in the field of
marketing There are several important points in this definition First marketing research is a
systematic search for and analysis of information Careful planning throughout all stages of
the research is a necessity Researches must start with a clear and concise statement of the
problem to be researched Good research practice requires that the information sought the
methods used to collect the information and the techniques employed to analyze the
information be systematically and carefully laid out in advance (Smith Albaum 2005) Also
7
objectivity of marketing research plays another important role in successful marketing
research This criterion allows omitting escalation of commitment and clearly reflecting
current situation
There are pitfalls during marketing research process The most common ones are pseudo-
research and advocacy surveys Pseudo-research is done simply to come up with desired
results There is no objective and ethical approach Advocacy surveys are developed in such a
way that serves the needed answer Along with these two pitfalls the major one for doing
successful research is escalation of commitment when researcher is unable to consider other
variants of research results All these drawbacks might lead to waste of time and money spent
for research
Marketing research process consists of nine steps
Problem formulation
Method of inquiry
Research method
Research design
Selection of data collection techniques
Sample design
Data collection
Analysis and interpretation of data
Research report (Smith Albaum 2005)
Problem Formulation
―From the researcher`s point of view problem formulation means translating the
management problem into a research problemhellip An accurate problem formulation specifies
the types of information needed to help in solving management problemhellip the quality of
thinking about an issue (ie a problem situation) prior to data collection largely determines
the quality of thinking (ie analysis and problem solving) after the data have been collected
(Barabba Zaltman 1991)
Problem itself contains several components
1) The manager(s)decision maker(s) and his her or their objectives
2) The environment or context of the problem
3) The nature of the problem
8
4) Alternative courses of action
5) A set of consequences that relate to courses of action and to the occurrence of events not
under the control of the manager
6) A state of uncertainty as to which course of action is the best (Smith Albaum 2005)
Objectives have wide scope of variability starting from profit increase to serviceproduct
improvement ―The fewer the objectives of any study the easier it is to keep track of progress
toward the objectiveshellip Objectives vary from jointly agreed-upon corporate objectives to the
individual objectives of each employee (Smith Albaum 2005)
Environment of the problem can be related to the market research because it encompasses
such aspects as level of income and rate of growth in the market degree of competition and
government regulation Upon that it might also consider consumer tastes and preferences
Environment has a wide set of factors so researcher should define those factors which are
relevant to the problem
Method of Inquiry
The next stage in marketing research process is method of inquiry or method of
investigation The most objective and reliable is scientific method This method is effective
during the starting point and during the process of results check The main and most profound
characteristic of this method is objectivity It consists of the steps listed below
1 Observation and description of a phenomenon or a group of related phenomena An
investigator has little of prior information This is the stage when qualitative methods may
provide considerable information about what-is
2 Formulation of a hypothesis to explain the phenomena In educational research the
hypothesis is often a question about the relationship between or among variables that may
influence learning The hypothesis may be one that merely asks whether a relationship exists
(correlation research) or the hypothesis may state a cause-and-effect relationship
3 Predict the existence of other phenomena using the hypothesis or predict the results of new
observations
4 Conduct experimental tests of the predictions by several independent experimenters who
use proper experimental methods (Robert S Michael 2002)
9
Research Method
In addition to method of inquiry researcher should select research method There are two
types of research methods experimental and nonexperimental In former type of method
researcher can intervene into research experiment and control external variables It is vice
versa in nonexperimental method (Smith Albaum 2005)
Research Design
Another step in marketing research process is research design which is considered as
specific methods and procedures to obtain information needed Research design stipulates
what information to collect from what sources and using what procedures The key marker of
successful design is whether information collected relates to research problem along with
objectivity and efficiency There are three classes of designs ndash exploratory descriptive and
causal In exploratory design researcher identifies and formulates problem along with
development of alternative courses of action It is also considered as a first step in a broad
study in order to get sufficient knowledge and narrow down the problem area Sequence in
exploratory studies lead to three steps
Search of secondary information
Interview experts in a given field
Checking similar situations
Descriptive research design is more narrowed in contrast to exploratory one In former
specific research questions are postulated already The research problem is familiar and
specific This research is preplanned and structured Descriptive research covers such areas as
product research promotion research distribution research and pricing research
Causal studies help to predict causes of deriving such hypothesis The key purpose here is to
define relationships of causal factors to the effects of our prediction Researcher might build
a chart depicting several possible factors that brought situation to a current condition If there
is only one factor this would directly have influence on the situation If there is more than one
factors it is time to verify which one of those led to situation change This approach is called
casual relationship If there is only one factor there might be applicable deterministic
causation Another type of causal studies in probabilistic causation which is expanded version
of deterministic causation with more than one variable (Smith Albaum 2005)
In marketing research sources of information vary but serve as a tool to decrease uncertainty
and check hypothesis There are secondary sources respondents natural experiments
10
controlled experiments and simulation Secondary sources are taken from external
organizations which conducted research with similar purposes Usually it is statistical
committees government bodies NGO`s and etc Respondents also serve as a source of
informative and behavioral information Experiment usage might also bring valuable
information Sometimes it is better (high expenses time shortage) to implement simulation to
a certain situation Simulation is considered as a set of techniques for manipulating a model of
some real world process to find numerical solutions useful in the real process being modeled
(Smith Albaum 2005)
Selection of data collection techniques
Information itself is divided into three categories primary secondary and commercial
Secondary information is gathered by passing actual research conduction Primary
information is coming from data collected by investigator and serve as a main answer to
research question Commercial data is collected by marketing agencies and contains primary
and secondary information
It is better to start collecting secondary information first because it is less expensive and it
can offset the need of doing own research Even though if it will not solve the problem
secondary information can clarify the problem in more detail and help to develop advices to
research questions Also help in planning the gathering of primary data and defining the
population and selecting the sample
Secondary Information
Secondary information has two types ndash internal and external Internal information can be
found within the company past researches and report whereas external is outside of the
company Using internal secondary information will shed light on model and size of product
by area kind of account and industry medium amount of sales by area sales volume
percentage share of sales by product model product size etc External secondary information
allows verifying overall size of market characteristics of market features of competitor
products prices and promotion (Smith Albaum 2005)
Primary Information
The major source of marketing research is primary data In the process of gathering this
data researcher deals with respondent Respondent is a person who provides answers to the
11
questionnaire developed by researcher Answers are not the only findings that can be
collected in primary data collection Respondentslsquo behavior is another key aspect to observe
and analyze future choice of consumer
The main advantage of primary data collection is itlsquos up to date information which respond
researcherlsquos main criteria ndash the extent of the obsolescence of collected data That is why
primary data gives more realistic view to the researcher Another advantage is that primary
information can be collected in varied ways from interview to email questionnaire This gives
researcher flexibility in choosing process Cost and time spend to acquire this type of
information varies It can be attributed to the quantity of respondents should be asked their
accessibility in terms of location and etc So it is the researcher who decides whether to
collect primary data or not based on availability of secondary data time and budget of
research
The main disadvantage of primary data collection is incorrect questionnaire design
(questions answer options place of survey and etc) If doing so researcher may mislead
himself in data analysis and come up to a wrong conclusion Time might be another aspect to
consider as disadvantage for collecting primary data There is higher possibility to obtain
statisticalmarket research from some agency already prepared rather than spending time in
collecting surveys analyze them and synthesize to make final conclusion The best option is
of course to attain secondary information about the topic and then based on its outcomes
collect primary information
In this study will only be included quantitative techniques Questions will be included to
derive attitude to contemporary high education among students
Sample Design
It is rare that in marketing research the whole population is analyzed Sample is mainly a
small representative group of people that reflects all potential consumers Sample selection is
derived from consideration of the relevant systematic and variable errors that might occur
during the research process (Smith Albaum 2005) ―There are several compelling reasons
for sampling including (1) lower cost (2) greater accuracy of results (3) greater speed of
data collection and (4) availability of population elements There are two types of sampling
to choose nonprobability and probability sampling Probability sampling is based on the
concept of random selection ndash a controlled procedure that assures that each population
element is given a known nonzero chance of selection In contrast nonprobability sampling is
12
arbitrary and subjective Each member does not have a known nonzero chance of being
included (Cooper Schindler 2003)
Analysis and Interpretation of Data Collected
The first step in processing of data is editing of complete schedulesquestionnaires Editing
is a process of checking to detect and or correct errors and omissions Editing is done at two
stages first at the fieldwork stage and second at office
Field editing
During the stress of interviewing the interviewer cannot always record responses
completely and legibly Therefore after each interview is over he should review the schedule
to complete abbreviated responses rewrite illegible responses and correct omissions
Office editing
All completed schedulesquestionnaires should be thoroughly checked in the office for
Completeness accuracy and uniformity
Coding
Coding means assigning numerals or other symbols to the categories or responses For
each question a coding scheme is designed on the basis of the con med categories The coding
schemes with their assigned symbols together with specific coding instructions may be
assembled in a book After the transcription of data is over data are summarized and arranged
in a compact form for further analysis This process is called tabulation
Tabulation
Thus tabulation is the process of summarizing raw data and displaying them on compact
statistical tables for further analysis It involves counting of the number of cases falling into
each of several categories
Tabulation can be done by hand or by mechanical or electronic devices The choice depends
upon the size and type of study cost considerations time pressures and the availability of
tabulating machines or computers In this project tabulation and statistics will be done by
using Microsoft excel spread sheet (Debeka 2003)
The Research Report
―Results of the research can be described in short or in long reports Short reports are
appropriate when the problem is well defined is of limited scope and has a simple and
straightforward methodology Short reports are about five pages Long reports are of two
13
types Technical report is written for an audience of researchers And management report
written for the nontechnically oriented manager or client (Cooper Schindler 2003) This
paper is considered to be a tool for a managing director (dean) of the university who might
not have research background so the results of the research will be represented as managerial
report
14 The Research Plan
Research plan is needed to organize everything in a way that each stage would clearly
derive from the previous one It is a tool to control and follow up all procedures of research
project It starts off with stating objectives (primary and secondary) then problem analysis
(includes research problems questions hypotheses interconnection between objectives and
problem) Research design is next one It has four subsets (1) research methodology (how the
research will be made) (2) research techniques (methods and procedures for data gathering)
(3) sample design and selection (what is the size of sample is there any subsamples how you
will make sure that it is representative sample How the sample size was determined) The
fourth stage of research plan is proposed analysis (tabulation procedures cross-analysis
tabulations and their reasons type of statistical analysis) (Smith Albaum 2005)
15 Measurement
In marketing research measurement plays a key role Accurate measurement of variables
brings to right results and therefore to right management decisions The main goal of accurate
measurement is to characterize customers` attitude toward a product ―Researchers use the
measurement process by assigning either numbers or labels to (1) people`s thoughts feelings
behaviors and characteristics (2) the features or attributes of objects (3) the aspects of ideas
or (4) any type of phenomenon or event using specific rules to represent quantities andor
qualities of the factors being investigated For example to gather data that will offer insight
about people who shop for automobiles online (a marketing phenomenon) researcher collects
information on the demographic characteristics attitudes perceptions past online purchase
14
behaviors and other relevant factors associated with these people (Hair Bush Ortinau
2006)
Two of the primary criteria of evaluation in any measurement or observation are
Whether we are measuring what we intend to measure
Whether the same measurement process yields the same results
These two concepts are validity and reliability Reliability is concerned with questions of
stability and consistency - does the same measurement tool yield stable and consistent results
when repeated over time Validity refers to the extent we are measuring what we hope to
measure (and what we think we are measuring) To apply these concepts to social research
we want to use measurement tools that are both reliable and valid We want questions that
yield consistent responses when asked multiple times - this is reliability Similarly we want
questions that get accurate responses from respondents - this is validity (Smith Albaum
2005)
16 Designing Questionnaires
After determining established set of scale measurements it is the time to format them into
an instrument for collecting raw data from respondents The purpose of designing reliable
questionnaire is to collect high quality primary data which can be easily transformed into the
information for the manager The main principle in developing questionnaire is its logic
objective and consistent approach rather than creative way of questions development
Everyone understands that words go into questions and that questions go into questionnaires
but not everyone understands that writing questions does not give you a questionnaire (Hair
Bush Ortinau 2006)
During the procedure of formulating and asking questions response nonresponse errors
occur Nonresponse errors can occur due to the length of questionnaire or questions their
complexity or inclusion of personal questions To avoid such type of error it is necessary to
use innovative way of questions formulation by keeping them concise and in the same time
sufficient enough The next step is to shuffle up the formats of questions to keep interest of
respondent to answer Keeping respondent well informed about directions of each part of
questionnaire is also important Researcher should put emphasis on style and format of
questionnaire (font color of paper graphic attributes etc) The final aspect is numbering the
questions to help keep track for both researcher and respondent
15
Response error rise when the actual value of variable contradicts with one in the report
This error can rise from both sides researcher or respondent Respondent is considered as a
person who provides information through communication (interviews questionnaire) or
observation (researcher observe behavior of respondent) Response error though can occur
during one or both of those processes To verify reasons of errors researcher should analyze
steps in delivering information The first one is information formulation and the second is
information transfer Inaccuracy happens during formulation step and ambiguity during
information transfer to respondent (Smith Albaum 2005)
17 Inaccuracy
Inaccuracy as a cause of questionnaire design means that false report is obtained from the
attitudes preferences beliefs feelings of respondent Questions and scales must be used that
enable to get the whole picture of respondent perception on the matter rather than to get a
fragment of his perception Accuracy itself refers to the degree to which the data provide the
researcher with a description of the true state of affairs From this point ―questionnaire design
precision rise up which is the extent to which a questionnaire design can reproduce similar
results over repeated usages (Hair Bush Ortinau 2006)
There are two types of inaccuracies predictive and concurrent Former one is caused by
inaccurate intentions of researcher during problem formulation Concurrent inaccuracy
happens when respondent intentionally provides inaccurate information
Inability to respond and unwillingness to respond are the most common concurrent
inaccuracies Inability to respond happens when question is posed the way it is hard to answer
without certain actions of respondent (check look up some features of product in question)
These problems might occur if respondent does not remember product features questionnaire
is unrealistic badly designed or directed to improper person Also if construction of questions
is developed with misuse of words or general terms
―Unwillingness to respond deals with motivation of respondent Respondent will not
provide accurate or any information due to several costs One of them is time costs which
require respondent to spend time for questionnaire completion So if respondent is busy or
questionnaire is too long she would answer the questions as quick as she can without paying
attention to accuracy For this reason questionnaire section will contain this phrase ―Do you
16
have time now to answer questions or would you rather set a time when I could contact you
again
Second problem is perceived loss of prestige Some questions might influence prestige of
respondent and then he tends to answer in a way not to lose his prestige which leads to
inaccurate answer Examples of areas which involve prestige level is age income educational
level and job position The main key to solution of this problem is to ask for information
twice in different ways
Third area of questions that might bring to unwillingness to respond is invasion of privacy
If questions touch private information about respondent inaccuracy and nonresponse take
place Such area includes questions about family matters income and money attitude finance
respondent hygiene political views religion and etc In this case indirect questions can help
or in case of direct questions still have to placed they should be included in the end of
questionnaire (Smith Albaum 2005)
18 Ambiguity
Ambiguity is considered as errors in constructing written and oral words or behavior
Inaccuracy errors occur during the formulation of information whereas ambiguity errors
happen during transfer of information through communication or observation Unambiguous
situation is the one where researcher asks question and respondent answer based on the same
meaning of words In this case two phase process takes place When question interpreted by
respondent has the same meaning as it is in interpretation of researcher And answer by
respondent is understood the same way as by researcher (Smith Albaum 2005)
―The language of the questionnaire should approximate the level of understanding of the
respondents The choice of words will depend on their educational level the usage of terms
and idioms in the culture and the frames of reference of the respondents If some questions
are either not understood or are interpreted differently by the respondent the researcher will
obtain the wrong answers to the questions and responses will thus be biased Hence the
questions asked the language used and the wording should be appropriate to tap respondents`
attitudes perceptions and feelings (Sekaran Bougie 2009)
Also implicature is an issue related to ambiguity when researcher is using elliptical
sentences (starting with ―Why ―What ―How) and respondent fill in the missing content
17
by herself In standardized interviews respondent should interpret questions as he can which
leads to miscommunication and wrong results So conversational interviewing is when
researcher is trying to explain the meaning of question and not influence the answer (Smith
Albaum 2005) Interview refers to qualitative method to obtain data this study has
quantitative research so it becomes crucial to construct clear and concise questions For this
purpose there will be pretest of questionnaire research by giving out it to my friends and get
feedback Another way to track understanding level of respondent is to set sub questions in
questions which contain highest probability to mislead respondent By simply asking the level
of question comprehension (good or fair) researcher can identify the level of ambiguity in
answers and track those answers which are answered with ―good level of understanding
Question form and question wording has certain relationship to ambiguity
There are four questionanswer types
1 Free answer (open-ended text)
2 Dichotomous and multiple choice answers (select k of n)
3 Rank order answers
4 Constant sum answers
1 Free answer questions imply that respondent will give full answer to the question in his
own words This type of questions require respondent to have ability to express completely
and concisely That is why free answers have great extent of ambiguity during interpretation
process
2 Dichotomous and multiple choice answers are the most common in questionnaires
development General form for both of these answer types is selection of ―k optional answers
out of ―n available ―Select exactly 1 of n Answers is one of such type of answers This is
simple form where k=1 and n is up to researcher desire In dichotomous question options (n
values) range into two extremes (―Yes ―No ―In favor ―Not in favor ―BuyDo not buy
etc) Multiple choice answers are just an extension of dichotomous questions Multiple choice
questions may require selection of several ―k out of ―n possible answers or selection
unlimited amount of ―k answers out of given ―n options
3 Rank order answers allow to put gradation to answer options This type of answers
characterizes data on the most prevailing option and the one which has the least importance to
18
respondent Typical questions can include determining ranking of preferences first to last
most current to least current and etc The most common bias here is that first optional answer
in the question has more chances to be selected Also tied rankings may cause another
problem of data weakening When it is allowed to rank several answer options into one
ranking level it is impossible to determine results out of this answer For the efficiency
purposes maximum of answer options given in rank order questions vary from five to seven
If it is more than seven it is hard for respondent to identify clearly the right ranking order
4 Constant sum question is the form of ranking using allocation of one hundred percent to
the options containing reasons for the statement asked It can be options for the reasons of
company product purchase (Smith Albaum 2005)
Also to create a good questionnaire researcher should include ―positively and negatively
worded questions Instead of developing all questions positively it is better to mix them with
negatively worded questions to reduce the probability of mechanical filling the questionnaire
by respondent ―A respondent who is not particularly interested in completing the
questionnaire is more likely to stay involved and remain alert while answering the questions
when positively and negatively worded questions are interspersed in it For instance if the
respondent has circled 5 for a positively worded question such as ―I feel I have been able to
accomplish a number of different things in my job he cannot circle number 5 again to the
negatively worded question ―I do not feel I am very effective in my job hellip The use of
double negatives and excessive use of the words ―not and ―onl should be avoided in
negatively worded questions because they tend to confuse respondents (Sekaran Bougie
2009)
19 Hints to improve quality of questionnaire
A Neutrality and don`t know or no opinion
It is an option given to respondent to remain neutral to the question provided Once third
option is included researcher does not force respondent to answer and it makes questionnaire
more polite to respondent Based on the nature of the question researcher may include such
options like ―don`t know ―no opinion or ―not applicable ―Don`t know might be
attributed to question dealing with some facts whereas ―no opinion can be attributed to a
19
certain attitude of respondent If such type of option will be included it is important to
increase sample size because of increased probability for respondent to choose neutral answer
B Dichotomous questions
It is the easiest type of questions for respondents It is considered as a question with
average probability for being ambiguous But it has the lowest probability of being ambiguous
among free-answer questions and multiple-choice questions
C Multiple choice questions
The researcher has two options if she wants more detailed information in a certain
question It is to create multiple choice question or free-answer question Usually multiple
choice questions are more complex and longer than the other two (dichotomous and free-
answer) Ambiguity in such type of questions derives from inability to formulate mutually
exclusive alternatives Another reason for ambiguity is limitation of the chosen answer
Respondent should select only one option which most widely answers the question For this
reason researcher may offer to select as many options as respondent wishes There is a table
below which shows relative probability of ambiguity related to form of question
Table 1 ―Form of Question and Relative Probability of Ambiguity (Smith Albaum 2005)
D Question wording
Selection of right words plays important role in questions development So in wording
choose researcher should be extremely careful Ambiguity in wording has several sources
Question length
Respondent unfamiliarity with some words
Relative Probability of Ambiguity
Form of Question Question Answer
Free-answer Lowest Highest
Dichotomous Average Lowest
Multiple-choice Highest Average
20
Ambiguity of context
Two questions included in one sentence
Too broad questions
If questions are too long this will confuse respondent and affect data accuracy For this
reason researcher should keep questions concise and clear If some words in question are
unfamiliar to the respondent this will also lead to confusion and inability to provide right
information So in case of scientific wording in questionnaire and non-homogeneous
backgrounds of respondents low level of vocabulary should be used Also researcher should
verify whether questions imply only one matter in order not to mislead respondent Questions
that lack specificity should also be avoided Those questions are developed with general
words like ―how often for example
In general researcher must provide alternative question wording pretesting and
verification by observation In alternative question wording first have of sample group may
get options in one order and the second one in reverse order Once questionnaire is ready
pretesting is another good way to decrease ambiguity Only one concern here is to choose
relatively the same group of respondents as it will be in the real research By close
communication with respondent in pretesting step researcher can determine some troubles
misunderstandings arose during this step And last advice is verification by observation
Researcher can (where it is possible) verify answers of respondents by observing their actions
related to questions answered It is not the easy activity so only those questions will be
verified where it is possible to do so (Oppenheim 1992)
110 Sampling procedures in Marketing Research
―Sampling is a selection of small number elements from a larger defined target group of
elements and expecting that the information gathered from the small group will allow
judgments to be made about the larger group The main idea of sampling is that a decision is
based on the assumption that the smaller portion or sample is representative of the larger
population (Hair Bush Ortinau 2006)
There should be a strict order in defining sample for research
21
Chart 1 ―Defining Sample
Sampling procedure starts with defining of population Population is amount of units
(individuals legal entities households) which has one or more similar feature among each
other In order to specify population researcher should answer such questions as what kind of
units (elements of analysis) to be included where they reside or their origin and when
(dimension of units in terms of timeframe) Population should be defined as precisely as
possible At the moment of finalizing population definition investigator decides whether it is
necessary to investigate the whole amount of population (census) or a part of it (sample) The
choice depends on the size of population If the size of population is small census can be an
optimal option otherwise should be created sample
Sample design includes type of sample sampling unit and sample frame Majority of
samples are selected by choice of investigator as non-probabilistic method Where
investigator selects elements of sample in terms of convenience availability and own
judgment Researcher uses table or any other random selective device for the probable
method (Smith Albaum 2005)
Define population
Sample design
Sample size
Estimate costs of sampling
Census vs Sample
Execute sampling process
22
―Sampling unit is the basis of the actual sampling procedure It is that segment of the
population actually chosen by the sampling process The sampling unit may contain one or
more population elements That is these units may be individual elements or aggregates of
individual elements (Smith Albaum 2005)
Sample frame is considered as a list of elements of the population For instance it can be
list of characteristics of elements which are expected to pass the interview or fill out
questionnaire In a perfect case sample frame should determine each population element once
and should not include those elements which are not in the population criteria There several
options below of inaccurate sample framing process
Chart 2 ―Sample Framing Processes
A Incomplete
Sampling frame
B Too Comprehensive
C Combination
Sampling frame Population
Sampling frame Population
Population
23
There is also set of questions to ask during generation of sampling list
Does the list contain everyone in the survey population
Does the list include names of people who are not in the study population
How is the list maintained and updated
Are the same sample units included on the list more than once
Does the list contain other information that can be used to improve the survey
(Dillman 2000)
There are four traditional approaches for the determining sample size
1 Arbitrarily or judgmentally determined
2 Minimum cell size in analysis
3 Based on budget
There are two types of costs in sampling process fixed and variable Fixed costs are those
which are determined and constant Variable costs depend on the volume of study being
conducted The dashed line in the upper graph shows interrelation between costs and sample
design If costs are too high researcher reconsiders sample design or sample size
The last step is actual choice of sample There are two main criteria for this process
sample must be adequate and representative For the sample being representative means that it
reflects overall characteristics of the whole population Adequacy is sought in sufficient
amount of elements selected to provide stable results Also there are two types of sampling
designs probability and non-probability samples Non-probability sampling differs from
probability sampling on the basis that in non-probability sampling the sample elements do
not have a known nonzero chance of being selected for the sample In probability sampling
each element has a known and equal probability of selection This study incorporates
probability design because there are no any predisposed respondents (Smith Albaum 2005)
111 Editing Coding and Descriptive Analysis
―Completed questionnaires or other measurement instruments must be edited coded
entered into a data set for processing by computer and carefully analyzed before their
complete meanings and implications can be understood (Smith Albaum 2005)
24
The main reason for this process is converting data obtained into information which will
provide inferences and answers to research question A certain sequence is needed to perform
successful data analysis In short there should be definition of response categories at first
then editing and coding and at last tabulation All these three steps will be implemented in the
practical part
112 Research Errors
In any research errors will occur so management of errors must apply Errors can arise in
any stage of marketing process from problem formulation to report development It is a goal
of investigator to minimize those errors The value of total error is comprised of sampling
error plus non-sampling error Sampling error (usually called as random sampling error) is the
difference between planned sample and the list of interviewees it is formed Non-sampling
errors are those which are not related to the sample itself Usually non-sampling errors related
to sort of bias as the difference between the true value of that which is being measured and the
average value derived from a number of independent measurements of it There are eight
major types of errors
Population specification ndash difference between required population and population
chosen When researcher chooses inappropriate population for the data collection
Sampling difference between required sample and the one that has been selected
When sample does not represent the population selected by using probability sampling
method
Selection error usually occurs when researcher pick up respondents whom she knows
who is more pleasant in general who is easily reached This tendency deviates real
population selected
Frame error Sample frame is a set of representatives of population who relate to
required sample The frame error occurs when elements which are not in the sample
group are investigated
Nonresponse error occurs when all members of the sample cannot be reached or they
refuse to respond
Surrogate information error occurs when investigator is unable to obtain responses and
replace it with proxy answers leading to surrogate information
25
Measurement error occurs in several stages of research transmittal response analysis
In general researcher represents information that he wants rather the real one
Experimental error When investigator is measuring the influence of independent
variables on dependent one while controlling extraneous variables (Smith Albaum
2005)
2 PRACTICAL PART
21 Marketing Research Process Applied
For this study it has been identified that the problem of current situation in MU is its
inability to attract more international students
Problem Formulation Prospective students do not choose MU for degree obtainment
Research goal To identify ways on how to increase studentslsquo inflow into MU by means of
detecting general preferences of MU customers (prospective students and current students)
Research questions
Based on the study of 7P approach made by Jonathan Ivy one research question arises
1 On what element of marketing mix students relied more when choosing MU ―People
―Physical evidence or ―Processes
From another study made by Hsuan-Fu Ho and Chia-Chi Hung second research question
arises
2 Does the possibility of domestic market employability after graduation plays the key role
for choosing MU
26
Method of Inquiry
As been mentioned in the theoretical part the first step in method of inquiry is observation
and description of a phenomenon or a group of related phenomena This step is known for its
qualitative methods of applicability
Have been studying for almost two years in MU and communicating with dozens of
international students I found several aspects to consider for MU attractiveness improvement
Students who stay longer than a semester differ from those who came just for one semester
under Erasmus exchange program This research deals with the first category of students and
for them it is important to have more frequent university-student correspondence Keeping the
fact that education process in Masaryk university different and complicated in terms of
Information Technology (student information system is very confusing with no English
version of some pages) there should be prepared an orientation seminars on how to effectively
use all university premises and surrounding city facilities It can be easily done with the help
of International Students Club which has excellent image among such clubs in Europe There
is orientation week for students but from the students point of view is more prepared to make
things done (like ISIC card issue register to information system) rather than providing
students with tools on how to achieve what they need to This can easily be done by
information system additional applications of city university map student forums and
discussion groups The information system should be done in more client friendly way with
good English translation of the web pages
This work would not include any hypothesis because of the chosen research design ndash
explorative
Research Methodology
In this will be applied nonexperimental method because of objectivity purposes There is
high risk of mislead and misinterpretation to the respondent which will affect the survey
results
Question number 1 2 3 in the survey (can be found in appendix of this work) was
included for the reason to find additional information from prospective students who intend to
continue their study Question number 11 gives idea on the effective media channel that
students got information from Question number 12 and 13 will help to summarize general
student opinion on MU and find some deviations from the rest of the questions
27
Below are the questions in the survey which relate to research question number 1 ―On what
element of marketing mix students relied more when choosing MU ―People ―Physical
evidence or ―Processes
Question number 4 6 7 was adopted from literature source (Jonathan Ivy 2008) of
theoretical part This question identifies the level of ―Processes element of marketing mix
Question number 5 based on the same literature source was adopted to verify another element
of marketing mix ndash ―People Question 8 uncovers the level of third element ―Physical
evidence Question number 10 encompasses all three elements to double check the main
criteria that students choose or consider MU to study
Below are questions in the survey which relate to research question number 2 ―Does the
possibility of domestic market employability after graduation plays the key role for choosing
MU
Questions number 14 and 15 will help to identify the level of studentslsquo motivation to enter
MU for the reason of higher chance of employability after graduation These questions were
adopted from literature source provided by Hsuan-Fu Ho and Chia-Chi Hung
Question number 9 relates to both research questions because it covers the scale of
significant factors that might affect student to choose MU
Research Design
The study entitled ―Quantitative Marketing Research attempts to accumulate the sequence
of procedures to conduct successful marketing research It has been chosen to use quantitative
research for the reason that study aims to find out the answer of a research questions through
numerical evidence This method enables researcher to gather existing information and data
regarding interrelationship between low rate of students registration to MU The study will
help to answer on two research questions posed in this work
Selection of data collection techniques
The study incorporates two techniques of data collection secondary and primary
collection Secondary information reveals current situation of HE marketing worldwide and
primary information helps to find the match up for solution of MU problem and secondary
information findings
28
Sample design
Researcher uses probability sample design with quantity of respondents equal to 26
Data collection
For study purposes data will be collected by giving out questionnaires to current and
prospective students who study or intend to study in English in MU Hard copy questionnaires
will be collected after respondents finish answering them Total collected questionnaires
amount to 26
Research errors
Population Specification error is mastered by questioning potential respondent whether
shehe studies in English Sampling difference researcher will overcome by keeping the
highest level of variety of respondents (by country of origin) Selection error is out of the
matter because researcher is not introduced to the majority of students studying in English
Nonresponse error may occur for the further purposes of the research respondents would be
asked the reasons for rejecting to fill out questionnaire The same procedure is for the
surrogate information ndash if researcher will not be able to get answers from respondents they
will be asked about the reason of rejection
22 Analysis and interpretation of data
Secondary and Primary data is analyzed and interpreted in section 23 and 24 below
23 Secondary data
Marketing communication of universities
As has been mentioned previously in this work the best option to collect relevant primary
data is to rely first on secondary information and then delve down in certain aspects by
collecting primary information In this item it will be explained what has been done in
marketing communication of universities around the world This part will also cover the
question of what communication strategies and tools the international universities use to
attract their students
29
From the first finding to start universities all over the world practicing advertising
campaigns with such words as ―Internationally renowned Award winning Prestigious
Proud history Career oriented etc But not all the time these sparkling words are real truth
―Does it actually matter whether a university has ―tradition if its current practice is poor
Does it matter if a university is ―internationally renowned if the particular course that is
being considered is known to be badly operated by local standards Does it really matter if a
university has ―a proud history if the present isnlsquot very good (Dr DJ Toncich2008)
Australian professor Dr DJ Toncich in 2008 published a book ―Study and Learning in
the Australian University System where he clearly stated various forms of
Marketing in universities of Australia ―The most common example of universities selling the
sizzle rather than the sausage appears in areas such as science engineering and architecture
where potential students are bombarded with glamorous images of spacecraft sky-scraper
buildings nuclear reactors and so on There are different ways how universities attract their
students There is a table provided by Dr DJ Toncich which explains the ways on how to
promote different parts of university image
Table 2 ―Ways on how to promote elements of university image
30
A ―Tool is a part of company (university in this case) image which should be promoted
And ―Vehicle is the way part of the image can be promoted ―Some key points to note are
that the mass media outlets (newspaper television and radio) having the broadest audience
are generally reserved for ―big picture marketing including the universitylsquos brand and
confidencereinforcement strategies Self-evidently promoting to the broadest audience is the
most costly way of getting a message out so the message needs to be simple and clear The
more specialized the audience however the more detailed the information ndash for example
university course guides and handbooks have the most specific audience and subsequently
the highest level of information density In these vehicles there is generally less content
related to the big picture issues of confidence and brand (Dr DJ Toncich 2008)
Nguyen amp Le Blanc (2001) focused on the image and reputation of the institution and
referred to the crucial role these factors played in the development of market positioning ndash
they drew on the well established concepts and theories in business sector marketing for their
study Bonsardi amp Ekwulugo (2003) who claimed that ―a centrally important principle of
marketing is that all marketing activities should be geared towards the customer also relied
on the literature used in business sector marketing and applied it to the context of higher
education
Branding is important for university to stand out in the market In ―ConnectEd
Symposium for the marketing of Higher Education (Chicago November 2011) Rich Lyons
(Dean Haas School of Business University of California Berkley) argued that
―What passes for branding in higher education is often nothing more than a catchy slogan
and logo Branding projects in universities sometimes evoke hostility indifference or bothmdash
or raise the question of why a good school would need to be so concerned about its image that
it would resort to ―corporate measures But when branding reaches deep to magnify a
schoollsquos differentiation and its core essence the result can be a powerful boost on multiple
dimensionsmdashstudent recruitment alumni interest fund raising media interest and so on And
it can resonate with key audiences emotionally to align what the school does with their
passion to change the world Dean Rich Lyons has led the Haas School of Business at UC
Berkeley in branding the school based on codifying its distinctive culture driving that culture
through its business processes and reforming its curriculum to produce a particular type of
leadermdasha path-bending leader The process is lengthy difficult and risks are high Learn why
the rewards of an authentic brand are worth the effort
31
According to this speech strong brand is coming from the culture of interaction among
students and all university staff Mainly students and professors should clearly understand
what matters mostly attracted them in chosen university (values believes attitudes etc should
match up with student`s)
Another aspect for university marketing start up procedure is reposition communications
as a strategic function in a more proactive attitude This matter has been covered by Dr Mark
Putnam President Central College IA in his article ―Do you drive the agenda or go along for
the ride In this article author ―sought to change the view of the marketing and
communications team from customer service providers to strategists He set a good example
with presidential blog using it to elevate the level of discourse at Central Putnam has a track
record for this kind of change management As senior vice president at Northeastern
University (Boston) he worked with the communications team to educate the university about
the strategic role of marketing and branding He comes by this perspective naturally (Dr
Mark Putnam 2011)
To improve university technical tools in attracting students mobile marketing is a great
way ―Mobile marketing brings challenges and opportunities to higher education when scarce
resources limit the ability to add new technologies and techniques to communication plans
We examine the mobile marketing landscape in search of whats most relevant to higher
education today with special attention to student recruitment and brand strength Areas
covered include site design for best task completion writing right for mobile sites monitoring
web analytics and integrating with traditional and social media websites (Bob Johnson
2011)
Another technical tool is digital video clips ―Video in its many forms is becoming a
major factor in our collective lives (80 million hours of video loaded to YouTube every
minute for example) As digital storytelling it is also being used in a variety of ways to build
brand equity with internal and external audiences Outcomes will be a better awareness of the
current trends in using video as a brand building tool and a field guide for teaching others
within the organization to make powerful digital stories Im currently using the workshop at
the UW to train students who will study abroad to make and distribute good quality video
about their experiences (Harry Hayward 2011) In case of brand building using video
assistance viral marketing campaign might work And the last idea which will increase
university profit is web site analytics ―The website is not only a conduit for most of your
marketing efforts todaymdashitlsquos also an incredible tool for measurement and marketing analysis
32
With web analytics you can better quantify the impact of your marketing campaigns improve
the effectiveness of your website segment visitors for micro-marketing efforts and generate
valuable marketing intelligence (Bruce Snyder 2011)
Marketing is the process of customer identification (needs views preferences financial
possibility to buy certain product) This task will be done through primary information
analysis Another task in marketing is development of ―analytics-driven approach to help to
reach a targeted student through search engines mobile smartphones text messaging email
newsletters and social media (Higher Education Marketing Company) This company has a
straight and logic view on marketing process in university which provides a wide scope of
services Google Analytics Search Engine Optimization Pay Per Click Marketing Social
Media Marketing Google Maps amp Local Search Web Design amp Development Mobile
Marketing Short Message Service (SMS) Another very effective tool is SEO (search engine
optimization) which allows embedding into the company website option for the most
important (most likely needed) words phrases while creating company web pages This set of
words with high possibility that potential customer will dial up will give opportunity for the
company website to pop up in the top list of the search engine (Google chrome yahoo etc)
Under research problem ndash low enrollment of students the researcher should look for the
findings of other studies relevant to this study problem The questions to start with are ―What
factors in university marketing practices are missing to achieve constant enrollment growth
―Is there any interrelationship of those factors and university attractiveness growth
One of the studies has been conducted among students registered state subsidized
universities in South Africa The purpose of this paper was to present a new marketing mix
based on MBA studentslsquo attitudes and opinions towards the marketing initiatives of business
schools in South Africa The findings of this study revealed showed seven quite distinct
underlying factors in the marketing activities of these business schools some covering the
same elements of the traditional marketing mix people promotion and price There were
however four different elements programme prominence prospectus and premiums ―The
marketing mix is a set of controllable marketing tools that an institution uses to produce the
response it wants from its various target markets It consists of everything that the university
can do to influence the demand for the services that its offers Tangible products have
traditionally used a 4Ps model the services sector on the other hand uses a 7P approach in
order to satisfy the needs of the service providerlsquos customers product price place
promotion people physical facilities and processes The product is what is being sold It is
33
more than a simple set of tangible features it is a complex bundle of benefits that satisfy
customer needs The price element of the services marketing mix is dominated by what is
being charged for the degree or tuition fees that are required to enroll at the university Place
is the distribution method that the university adopts to provide the tuition to its market in a
manner that meets if not exceeds student expectations Promotion encompasses all the tools
that universities can use to provide the market with information on its offerings advertising
publicity public relations and sales promotional efforts (Jonathan Ivy 2008) This traditional
model encompasses tools which deal with tangible products In case of university it provides
intangible product which needs more tools for promotion Fifth tool is people who are
considered as a staff in university (academic administrative and support staff) To have a
prominent image university should have teaching staff reputations PhD holders Professorial
title holders Also administrative staff can also play an important role to attain prospective
students by simply providing professional phone call inquiry
The newest addition to the marketing mix is physical evidence and processes Physical
evidence is attributed to internal and external appearance of the entity (from teaching
materials to facade of the building and lecture rooms) ―Processes are all the administrative
and bureaucratic functions of the university from the handling of enquiries to registration
from course evaluation to examinations from result dissemination to graduation to name but
a few During the period that the student is registered processes need to be set in motion to
ensure that the student registers for the correct courses has marks or grades correctly
calculated and entered against the studentlsquos name and is ultimately awarded the correct
qualification While this might seem quite straight forward there are numerous other
processes that need to be implemented concurrently (with the finance system
accommodation time tabling and the library) to ensure the highest level of student
satisfaction The findings of this research suggest that the traditional 4- 5- and indeed 7P
marketing services marketing mix may not be the best way to approach the marketing of
MBA programs in South Africa Using principal components factor analysis on 25 commonly
used marketing tools indicates that four new distinctive and independent elements exist along
with three elements from the traditional marketing mix (Jonathan Ivy 2008) The most
important element from the marketing mix was ―program element (the range of electives in
the degree choice of majors) The second was ―prominence of the degree (academic staff
reputations position on league tables or MBA reviews in the popular press) The traditional
promotions element of the marketing mix was split into two areas standard mass media
34
advertising and hard copy promotional materials such as the university prospectus and direct
mail posted to prospective students called ―prospectus in the MBA marketing mix The
price element is dominated by flexible payment of tuition fees which means that students are
price sensitive and looking for payment flexibility The people element has had a small
modification with face-to-face teaching being included along with personal contact with
graduates and open day attendance The final element of the new marketing mix is called
premiums This is a diverse element of the mix which included accommodation the number
of modules in the degree student exchange programmes university computer facilities and
class sizes While this element was considered the least important of the marketing tools not
offering some of these items could seriously damage the recruitment prospects of a business
school Indeed some items would be considered a standard offering of a university and
expected by a student without further consideration or evaluation (Jonathan Ivy 2008)
So from this study researcher may answer on the posed questions before There is indeed
some other factors out of the standard marketing mix which in this case (higher education
marketing) play a key role In order to finally apply those factors into the practical
implementation researcher should check whether all of those factors remain important for
MU For this purpose primary data should be collected by creating questionnaire which
includes new marketing mix tools
Another study conducted in the realm of marketing communications in Taiwan includes
other findings The purpose of this study was to examine how a graduate institute at National
Chiayi University (NCYU) by using a model that integrates analytic hierarchy process
cluster analysis and correspondence analysis can develop effective marketing strategies
This research revealed that even though universities and colleges in Taiwan have
increasingly realized the importance of having sound marketing strategies to stay competitive
they have concentrated their marketing strategies on promotion ndash advertising tuition
reduction scholarships etc This trend has often obscured the fact that marketing should be
based on customer needs with better efforts made to fulfill these needs Although market
segmentation and positioning enable marketers and institutional planners in higher education
to understand customer needs and to visualize institutional advantages in relation to their
competitorslsquo positions these are relatively new endeavors in educational marketing in
Taiwan
The results display that the five most important factors for studentslsquo school selection
were employability curriculum academic reputation faculty and research environment
35
Students perceived NCYU to be strongly associated with lower tuition fewer entrance-exam
subjects lower entrance-exam pass rates and easier graduation requirements (Hsuan-Fu Ho
Chia-Chi Hung 2008)
In order to verify whether such criteria are also indisputable preconditions for choosing
MU as a potential tertiary institution they should be included into the study questionnaire
As we can see that in secondary information there are many ways on how to improve
university standing and how to reach a customer But this information does not give us the
picture of Masaryk University customer why she chose MU what were the preferences to
choose it where she first time got to know about it and etc That is why for this part ndash to get
the picture of MU customer from primary data collection and then apply appropriate tools that
have been mentioned before would be a good combination for a successful marketing
campaign
24 Primary data
For the purpose of this study ndash increase MU attractiveness primary data has been
collected Researcher developed questionnaire which consists of 15 questions and randomly
gave out to international students The main goal of this questionnaire is to answer two
research questions set by researcher
1 On what element of marketing mix students relied more when choosing MU ―People
―Physical evidence or ―Processes
2 Does the possibility of domestic market employability after graduation plays the key role
for choosing MU
These two research questions will help to get a clue on how specifically to improve
attractiveness of MU
Data is analyzed by using excel Microsoft office application with support of various graphs
and tables It has been calculated that majority of respondents are current students in MU
which gives more in depth data describing university attractiveness
36
Graph 1 ―Identification of students` status
It is 62 of respondents stated that they are currently study in MU This will bring more in
depth data from the survey
Specializations have wider split up with two major elements Informatics and Medicine
amount to 32 and 27 accordingly Unfortunately there are no any students from sport
faculty As it has been mentioned respondents were chosen randomly so it can be obvious
that there is big amount of students studying or intend to study medicine and informatics
Graph 2 ―Identification variability of specializations
37
Country of origin table shows that students from Slovakia have majority Probably
because of country and national closeness to Czech Republic The second biggest majority is
students from United Kindom after them students from Russia and Hungary
Graph 3 ―Country of origin split up
Question number 4 relates to first research question (On what element of marketing mix
students relied more when choosing MU ―People ―Physical evidence or ―Processes)
which specifies the level of ―Process element in MU In general the level of handling phone
callemail is acceptable with 14 respondents answered as completely sufficient or completely
sufficient with additional information This shows that majority of students are satisfied with
first impression of contacting MU
38
Chart 3 ―Level of handling callemail inquiry
Question number 5 explains another element in first research question which is ―People It
is evident that for majority of students academic experience is the most important to know
about professors professionalism But it is also a big quantity of those who did not analyze
any information Five students responded that work experience in business sphere is a key
criteria to choose MU
Chart 4 ―Criteria for identifying professionalism of university teaching staff
The ―Process element is evaluated in question number six which explains the level of
administrative and bureaucratic functions in MU on the matter of convenience and usage
Number of courses
teachers offer
Quantity of
publication of
teachers
Work experience
in business sphere Academic
Experience Professional
title in
business
I didn`t analyze
any information
about academic
staff in MU
39
Chart 5 ―Convenience
On the chart it is shown that students rate these functions as convenient with only several
students who perceive it as rather inconvenient On the ―Usage chart it has also positive
trend representing that MU administrative and bureaucratic process is highly useful
Chart 6 ―Usage
Question number seven explains third element ―Physical evidence In graph below it is
obvious that majority of students do not check this element while choosing MU
40
Graph 4 ―Identification of processes element
69 replied negatively and 31 positively which means that this factor does not play a
key role in selecting university Majority of students rate MU facilities as comfortable It is
shown in the table below that eleven students rate facilities as good
Chart 7 ―Identification of physical evidence element
Question number nine encompasses several criteria which were taken from two elements of
marketing mix ―People and ―Physical evidence and some were not from this marketing
mix like ―ability to get employment in home country ―worldwide acceptable diploma
These two factors were taken from the second research question ―Does the possibility of
41
domestic market employability after graduation plays the key role for choosing MU Results
showed that students highly value ―ability to get employment in home country (16
respondents gave highest score) Also highly rated MU diploma as worldwide acceptable (15
respondents gave the highest score) Also for respondents it is important (with lower grading
score ndash ―4) ―Strong academic staff and ―Excellent laboratory facilities
Chart 8 ―MU criteria
Question number 10 includes set of common services that university provides to students
This question helps to understand what services MU provides sufficiently to students Results
showed that sufficient services that MU provides are almost all which have been mentioned in
the options list Only ―Small class sizes do not meet big majority expectations
a Ability to get
employment in home
country
b Strong
academic staff
d Library
facilities
c Excellent
laboratory
facilities
e Worldwide
acceptable diploma
42
Chart 9 ―MU services
Interesting results gave to the researcher questions number 11 which shows that mostly
students got to know about MU from internet search engines and from relativeslsquo advice
Graph 5 ―Media channel of MU
Question number 12 and 13 give overall satisfaction level with MU Question number 12
has been adopted from theoretical part which asks whether student is ready to enter university
again if heshe would have the same opportunity Question number 13 is double-checking this
statement Results are showing that majority of respondents would enter MU again and they
are satisfied with overall MU educational service
Reasonable
accommodation
Exchange
programs
Number of
modules
Small class
sizes
Internship
possibility
Research
environment Faculty
43
Graph 6 ―Choosing MU
Graph 7 ―General satisfaction of MU
Although researcher might observe big quantity of students who are relactant to answer
Graph derived from question 12 shows that half of respondents do not have such a strong
feeling to reenter MU The same situation is in general satisfaction of MU where 38
remained neutral
The last two questions deal with second research question And here results are varied
Graph 8 derived from question 14 depicts that MU degree is not that helpful for getting the
job back in home country Only 23 answered that degree surely will help to get a high paid
44
position 38 replied as ―probably yes 35 answered as ―not sure and 4 answered
―probably not So around 61 of respondents feel positive about successful employment
back home the rest are not that confident
Graph 8 ―Employability element
Graph 9 ―Employability element second question
If respondents replied positively on 14th
question then they were asked to state the reason
for this As it can be seen above high standard European education is playing a key role for
successful employment Also the rest of options have high scores too
45
RESEARCH REPORT
In the purpose of survey it was essential to understand which of three elements in
marketing mix (―People ―Processes and ―Physical evidence) students rely more and
therefore less while choosing MU According to study made in South Africa by Jonathan Ivy
there are seven elements in marketing mix which all equally important for improving
company attractiveness in service business Researcher of this study picked three out of
seven because they more closely respond to actual service oriented company The rest four
elements (product price promotion place) were existing before as traditional marketing mix
for all types of businesses So the element ―Processes uncovers with questions number 4 and
6 From the graphs it is obvious that students are satisfied with this marketing mix This gives
university strong point in attracting students Call email handling Information system
functionality and other bureaucratic functions work sufficiently well 22 students rated
callemail handling as positive Usage and convenience of different MU functional processes
are also positively appreciated with 13 students for convenience and 15 for usefulness From
this data it can be clearly stated that students do rely on effective functions of MU
Element ―People is identified in questions 5 9 and 10 Question 5 gives information that
students do not mainly rely on ―People element while choosing MU 9 students did not
analyze any information about professionalism of university teaching staff Meanwhile the
main factor on what students pay attention is academic experience of teachers But answers
for the questions 9 and 10 gives a tendency that students do rate criteria ―Professionalism of
teachers high but actually they give lower score for this actual criteria in question number
10 In question number 5 students chose different aspects of professionalism of teachers as a
criteria to enter MU Total score for professionalism aspects is 4+4+5+10+4=27 Also in
question number 9 criteria ―strong academic staff accumulates 17 points (it is taken only 4
and 5 levels of importance) But in question number 10 only students give only ten points for
―faculty as a sufficient service provided by MU It can be assumed that students had higher
expectation before entering into university that they have got
Element ―Physical evidence is seen as not important for respondents Graph for question
number 7 shows that 69 of students did not check elements of ―Physical evidence Also
majority of students rate university facilities as ―Good with opportunity to select ―Excellent
46
status (in question number 8) On the other hand students rate university accommodation and
research environment as high enough (question number 10) It can be concluded that during
the process of choosing university students do not rely heavily on ―Physical evidence But
they did get reasonable service in ―Physical evidence while studying in MU
Second research question states ―Does the possibility of domestic market employability
after graduation plays the key role for choosing MU After analysis of relevant graphs and
tables it became clear that this factor (possibility to get employed) is very important for
students So question number 9 gets the highest score (16) for criteria in choosing MU ndash
―ability to get employment in home country and also high score for ―worldwide acceptable
diploma Even though students rate possibility to get employed as the highest criteria to
enter MU 39 of students are not sure or don not think they will obtain high paid job back
home Here is the point to work for MU administration Students rely on high standard
European education and English language education as a key criterion for being confident in
getting well paid job (question number 15)
The data analysis process constitutes the following
1 MU has convenient and useful bureaucratic functions which are considered as a strong
point in delivering knowledge without obstacles It is difficult to identify the level of
―processes in organization but some points can be highlighted in promotion materials It can
be description of functionality of Information System or description of easy courses
registration
2 Element ―People has deviation in what is expected and what is delivered Students
have a bit higher expectations on the level of teaching staff experience and competence It is
recommended to do a deeper research on the reasons for this deviation But for now it can be
decided to arrange seminars or trainings for teacher to improve their marketing knowledge
and explain commercial tendency in market of high education
3 University ―Physical evidence is has strong rate of sufficiency The only problem that
students do not feel need to pay attention on this element Here MU administration should put
accent on Including pictures of libraries with free Wi-fi canteens computer labs which have
good and pleasant conditions
4 The most important criteria for students to choose MU is high possibility to get
employed at home But this perspective lacks consistency because there is significant amount
of students who remain uncertain in the future employability This gap can be solved by
successful decision making of three elements above ―People ―Processes and ―Physical
47
evidence But it is recommended to conduct further survey questioning the reasons of
students` uncertainty in future employability Maybe the reason is not related to some weak
points in marketing mix but the problem in home countries itself (political instability
nepotism etc)
To sum up the general situation in four factors mentioned above ―processes should be
promoted to international students as a smooth tool in obtaining degree ―people should go
through training on how to deliver lecture in contemporary commercial world of high
education market ―physical evidence should be mentioned in promotion of MU ―student
employability will be interrelated with ―people plus MU has to install closer relationship
with international companies (internships provision seminars with company representatives
professional lectures from leading companies etc)
Secondary information has also a great help in increasing university attractiveness
Viral marketing can be applied to MU because question number 11 shows that internet search
engine is a key tool how students found about MU There is a video of experience Brno life
among Erasmus Students which can be remade as a good promotion video of student life on
campus For Masaryk University very effective tool will be Google Analytics giving a wide
scope of techniques on how to track differentiate and analyze visitors ―Google Analytics is
the enterprise-class web analytics solution that gives rich insights into the website traffic and
marketing effectiveness Powerful flexible and easy-to-use features now give opportunity to
see and analyze your traffic data in an entirely new way With Google Analytics it is easier to
write better-targeted ads strengthen marketing initiatives and create higher converting
websites (Google Analytics website)
In general MU marketing politics should involve techniques mentioned by Jarvis J in his
book ―What Would Google Do Companies must learn that they are better off when they
cede control to their customers Give us control we will use it and you will win
Also it is important to read blogs There are search engines for blogs like Technorati
Icerocket Google Bloglines Pub-sub where MU marketing officials can search for MU
discussion groups or some topics
MU officials should constantly maintain ―conversation with current students It is a good
idea to start communication with those bloggers who care enough to talk about MU products
and service and brand The least MU officials can do is engage them and join the
conversation Even further step can be done Ask consumers what they think MU
48
administration should do MU will end up with better products and do a better job selling
them to more satisfied customers who can even help each other if MU officials let them
Next it will be effective to start university blog where students openly and forthrightly
share the problems and the solutions as they occur There is no reason why a university dean
should not open a direct conversation with the public That will do more to change the
culturemdashto finally make it customer-focused and mean itmdashthan a dozen consultants a
hundred off- sites or a million ad impressions
During of development process of some programs or anything in university it is better to
involve students in this process also
The last but not the least is links on the website of MU There are three links on the ESF
faculty One of them is ―Review of economic perspectives ―call for papers and Citi Bank
banner There should be more links to Headhunters conferences industry associations
current job opportunities etc This gives website alive image and helpful time spending
49
CONCLUSION
This study has been conducted in favor of future Masaryk University prosperity in the
current commercial world Researcher had a strong motivation to give helpful secondary and
primary information which will foster university educational process in the frames of
contemporary world
Of course any research comes up with further recommendations to analyze questionable
matters in results obtained Researcher believes that this work is just another step to constant
need of self-improvement
Researcher advices to put more accent on IT support to promote university image and
therefore increate its attractiveness (Harry Hayward 2011) mentioned that 80 million hours
of video loaded to YouTube every minute So there is high potential for promotion Viral
video of MU will hit several aspects of university improvement brand product suite
differentiation lifestyle according to Dr DJToncich Apart of that it is recommended to
build system of values believes and attitudes among students and university staff and
promote this in the future According to Dr Mark Putman it is essential nowadays to educate
university staff about strategic role of marketing and branding Website analytics would be
useful for measurement and marketing analysis Search optimization engine is another tool on
how to maintain university webpage in the top 10 results in Google chrome or other web
search engines On YouTube there is option to post advertisement of a company only in the
videos which are related to the sphere of products or services company offer So MU might
sign a contract of including its advertisement on videos which has key words as ―education
―high ―in English etc
According to primary data obtained it is obvious that several aspects in MU marketing
mix do not match high criteria among students Once one factor ―People would be solved
through trainings and constant updating knowledge of personnel another interrelated problem
will be offset ndash ―Employability But there is no any research done on interdependence of
these two factors so for further analysis of situation another research should be taken The
main purpose of this research would be identification of cause and effect linkages between
50
―People ―Employability and other factors which influence studentslsquo ability to get high paid
job back home And there are a lot of those factors starting from political situation in the
country to the level of corruption and nepotism
MU has potential to improve its educational process as we do the students because we are
the main customers for our university But one thing should not be forgotten and it is
companies which have strong notion about reality in one or another specialization That is
why my last advice for Masaryk University is to appeal as a liaison entity between students
and companies
51
REFERENCES
Barabba Vincent P Zaltman Gerald 1991 ―Hearing the Voice of the Market Competitive
Advantage Through Creative Use of Market Information Chapter 5
Conway Tony Stephen Mackay David Yorke (1994) Strategic Planning in Higher
Education Who Are the Customers International Journal of Educational Management
Vol 8 Iss 6 pp29 ndash 36
Cooper Donald R Schindler Pamela S 2003 ―Business research methods 8th ed
Dillman Don A 2000 ―Mail and Internet Surveys The Tailored Design Method 2nd
Edition New York
Dekeba Alemayehu 2003 ―Basic of Marketing Research Methods
URL httpwwwglobuszcomebooksMarketingResearchindexhtm
Hemsley-Brown JV and Oplatka I2006 Universities in a competitive global marketplace
a systematic review of the literature on higher education marketinglsquo International Journal
of Public Sector Management Vol 19 No 4 pp 316-338
Harry Hayward ―The power of digital storytelling 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Hair Joseph F - Bush Robert P - Ortinau David J ―Marketing research within a changing
information environment 3rd ed2006
Hsuan-Fu Ho Chia-Chi Hung Marketing mix formulation for higher education An
integrated analysis employing analytic hierarchy process cluster analysis and
correspondence analysis International Journal of Educational Management Vol 2 Iss
4 2008
Jarowski Ajay K Kohli and Arvind Sahay 2000 ―Market ndash Driven Versus Driving
Markets Journal of the Academy of Marketing Science 45-54
Johnson Bob ―Mobile marketing in higher education getting ready for 1012 and beyond
2011
URLhttpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Jarvis J ―What Would Google Do Adobe Acrobat eBook Reader 2008
52
Jonathan Ivy A new higher education marketing mix the 7Ps for MBA marketing
International Journal of Educational Management Vol 22 Iss 4 2008
Kotler Philip Fox Karen FA 1985 Strategic Marketing for Educational Institutions
Mora Michaela ―What Is Statistical Significance 2011
URL httprelevantinsightscomtagsample-size
Nha Nguyen Gaston LeBlanc 2001 Image and Reputation of Higher Education Institutions
in Studentslsquo Retention Decisions International Journal of Educational Management
Vol 15 Iss 6
URL httpwwwemeraldinsightcomjournalshtmarticleid=838798amp
Oppenheim ldquoQuestionnaire Design Interviewing and Attitude Measurementrdquo 1992
Oud Jacqueline 2004 ―Market research versus marketing research
Pimpa Nattavud 2003 ―Internationalization and trade in higher education opportunities and
challenges
Putnam Mark ―Do you drive the agenda or go along for the ride 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Rakhee Vyas Anne L Souchon 2003 Symbolic Use of Export Information A
Multidisciplinary Approach to Conceptual Development and Key Consequences
International Marketing Review Vol 20 Iss 1 pp67 ndash 94
URL httpwwwemeraldinsightcomjournalshtmarticleid=855530
Rich Lyons ―Authentic branding how creating a school brand with culture and curriculum
just might help save us 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Robert S Michael ―Inquiry amp Scientific Method 2002
URL httpwwwindianaedu~educy520sec5982week_1inquiry_sci_method02pdf
Rodriguez G ―5 Questions to Help You Understand Your Customer 2004
URL httpwwwpowerhomebizcomvol146customerhtm
Sekaran Uma Bougie Johan Roger Gisbert2009 ―Research Methods for Business a Skill
Building Approach 5th ed
Singleton Royce A Jr and Bruce C Straits 1999 Approaches to Social Research (3rd
Edition) New York Oxford University Press
Smith Scott M Albaum Gerald S 2005 ―Fundamentals of Marketing Research
Snyder Bruce ―Maximizing the power of web analytics 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Toncich ―Study and Learning in the Australian University System
53
URL httpwwwdoctorteenetfilesunibook04_ppdf
WEBSITES
Experiment-Resourcescom ―Comparing Quantitative and Qualitative Research 2009
URL wwwexperiment-resourcescomquantitative-and-qualitative-researchhtml
Higher Education Marketing Company Canada
URL httpwwwhigher-education-marketingcomcontact
Google Analytics website
URL httpwwwgooglecomintlenanalytics
54
Appendix A Questionnaire
Dear respondent this questionnaire is created in terms of Master`s degree diploma thesis The main goal of
this survey is to improve Masaryk University attractiveness by deriving the reasons for choosing Masaryk
University in obtaining a degree The answers will be kept as confidential and would not be used in any
other purposes other than for this research If you would have any questions regarding the results of this
survey please contact me
Ilya Shaiderov (380502mailmunicz)
Thank you for your cooperation
1 Are you a current or prospective student ____________________
2 What specialization you are obtaining or intend to obtain in MU ____________________
3 Please specify your country of origin ____________________
4 Please rate the level of handling your first phone callemail inquiry by MU staff (only if it is
applicable to your case)
1 2 3 4 5
5 While considering MU as an option to study what criteria did (do) you analyze to check
professionalism of university teaching staff (you may choose several options)
a Number of courses teachers offer
b Quantity of publication of teachers
c Work experience in business sphere
d Academic Experience
e Professional title in business
f I didn`t analyze any information about academic staff in MU
No response
Insufficient response
Sufficient enough
Completely sufficient with additional information
Completely sufficient
55
6 (Only for current students) Could you characterize the process of courses registration usage of IS
system and other administrative and bureaucratic functions of university (please choose one in each
scale)
Convenience
1 2 3 4 5
Usage
1 2 3 4 5
7 (For both current and prospective students) While choosing MU did (do) you check quantity of
books in university library accessibility of electronic databases new editions of study materials
overall quality of library
Yes
No
8 (Only for current students) Please rate MU facilities (buildings classrooms computer labs etc) on
the matter of ―comfortability
1 2 3 4 5
Excellent Good Sufficient Not enough Bad
Completely Convenient
Rather Convenient
Convenient Rather Inconvenient
Completely Inconvenient
Completely Useful
Rather Useful
Useful Rather Useless
Completely Useless
56
9 (For both current and prospective students) How do you rate the following factors as criteria for
choosing MU (1- least important 5 ndash most important)
a Ability to get employment in home country
b Strong academic staff
c Excellent laboratory facilities
d Library facilities
e Worldwide acceptable diploma
10 Please choose (mark ―V) services that MU sufficiently provides to you as a student (in case you
are prospective student - should be provided)
___ Reasonable accommodation (covered by student)
___ The number of modules in the degree and big variety of elective courses
___ Student exchange programs
___ Research environment (sufficient up to date study materials computer labs laboratories etc)
___ Small class sizes
___ Internship possibility
___ Faculty (profound selection of PhD and profession specialists)
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
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e
n
t
o
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t
3
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y
p
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o
t
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o
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e
4
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5
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4
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o
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1 2
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q
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f
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o
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3
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a
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o
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m
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r
4
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5
[
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q
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1 2
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f
r
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m
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3
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r
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f
r
o
m
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m
e
n
5
[
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a
q
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f
r
o
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t
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e
1 2
T
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p
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a
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t
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f
r
o
m
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h
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d
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c
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3
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y
p
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a
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f
r
o
m
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h
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d
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c
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m
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n
4
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y
p
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a
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t
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f
r
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m
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h
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d
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c
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m
5
[
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
57
11 From what source you first found out about Masaryk University
a Website search engine
b Advice of friends parents etc
c TV
d Newspaper please specify____________
e Journals please specify____________
f Billboards
g Website banners please specify website_______________
h Other source__________________________
12 (Only for current students) If you had do it over again would you still choose MU If not please
specify why
a Yes
b Not sure
c Probably would
d Probably would not (please specify why)
__________________________________________________________________________________
__________________________________________________________________________________
________________________________________________________________
13 (Only for current students) Please describe your level of general satisfaction with university
a Not satisfied at all
b Neutral
c Satisfied
d Very satisfied
58
14 (For both current and prospective students) Do you think MU degree will help you to get above
average salary in your home country
a No b Probably not c Not sure d Probably yes c Yes
15 If you think that MU degree helps to get well paid job in your home country what might be
reasons for that (more than one reason can be selected)
a High standard European education d Possibility to pass internship in Europe
b Degree specialization choice e Other_________________________
c Education in English language
ii
The extent of graphical works according to the supervisors guidelines the
assumption is about 10 charts and graphs
The thesis length without appendices 60 ndash 70 pages
List of specialist literature
Cooper Donald R - Schindler Pamela S Business research methods 8th ed Boston
McGraw-Hill 2003 xix 857 s ISBN 0-07-249870-6
Smith Scott M - Albaum Gerald S Fundamentals of marketing research Thousand
Oaks Sage 2005 xii 881 s ISBN 0-7619-8852-1
Malhotra Naresh K Marketing research an applied orientation 6th ed Global edition
Boston Pearson 2010 929 s ISBN 9780136094234
Hair Joseph F - Bush Robert P - Ortinau David J Marketing research within a
changing information environment 3rd ed Boston McGraw-Hill 2006 xxvii 700
ISBN 0-07-283087-5
Sekaran Uma - Bougie Johan Roger Gisbert Research methods for business a skill
building approach 5th ed Chichester Wiley 2009 xx 468 s ISBN 9780470744796
Diploma thesis supervisor Ing Radoslav Škapa PhD
Date of diploma thesis assignment 2032011
Submission deadline for Diploma thesis and its entry in the IS MU is provided in the
valid Academic Calendar
Department Head Dean
In Brno on 2032011
iii
Abstract
The objective of this paper is to analyze the reasons for choosing Masaryk University among
international students studying in English language and identify the ways on how to improve Masaryk
University overall attractiveness among this market segment based on best practice solutions in this
sphere and obtained primary data The trend of the work represents theoretical analysis of marketing
research insights and their further application into practical part Practical part consists of survey design
and its implementation along with collected data analysis and future recommendations
Exploratory research has been chosen as a research design in order to clarify relevant issues and
uncover variables associated with a research goal Primary data was collected through structured
quantitative questionnaires which gathered 26 respondents Data was coded and tabulated by Microsoft
Excel spreadsheet application
Results suggest that current and prospective students perceive two most important criteria for
choosing Masaryk University ―people ndash which is competitive academic staff and employability after
graduation Two other criteria ―processes and ―physical evidence were not in studentslsquo main concern
even though Masaryk University has above average scores of those two criteria So it has been
recommended to improve previous two criteria (―people and employability) along with promotion the
other two (―processes and ―physical evidence)
KEYWORDS marketing research higher education quantitative research marketing mix viral
marketing website analytics blogs marketing
Declaration
I declare that this work has been completed by me independently under the direction of Ing
Radoslav Škapa PhD I have used no sources or aids other than those cited
Brno 26042012
__________________________________
Ilya Shaiderov
iv
ACKNOWLEDGEMENTS
This work would not gain such academic and practical weight as it would not be under
constant coordination of Ing Radoslav Škapa PhD his persistence and patience
Choosing a topic and further theoretical and practical implications in this work were
supported by my internal motivation to truly conduct all steps of marketing research Topic
―Quantitative marketing research proposed by Ing Radoslav Škapa PhD was indeed
something I was looking for It encompasses two main steps in any research theory and its
implication which to my point of view prepares a good specialist for the professional career
I am also grateful to all respondents who participated in my survey for their time and
serious approach to this process
Brno in April 2012
Ilya Shaiderov
Number of words 17 750
v
ACRONYMS
HE Higher education
MU Masaryk University
vi
Table of Contents
INTRODUCTION 1
LITERATURE REVIEW 3
1 THEORETICAL PART 5
11 Marketing versus Market research 5
12 Quantitative versus Qualitative Research 5
13 Marketing Research Process 6
14 The Research Plan 13
15 Measurement 13
16 Designing Questionnaires 14
17 Inaccuracy 15
18 Ambiguity 16
19 Hints to improve quality of questionnaire 18
110 Sampling procedures in Marketing Research 20
111 Editing Coding and Descriptive Analysis 23
112 Research Errors 24
2 PRACTICAL PART 25
21 Marketing Research Process Applied 25
22 Analysis and interpretation of data 28
23 Secondary data 28
24 Primary data 35
RESEARCH REPORT 45
CONCLUSION 49
REFERENCES 51
Appendix A Questionnaire 54
1
INTRODUCTION
―The elements of globalization in higher education (HE) are widespread and
multifaceted and the HE market is now well established as a global phenomenon especially
in the major-English speaking nations Canada the US Australia and the UK In the context
of increasing competition for home-based and overseas students higher educational
institutions now recognize that they need to market themselves in a climate of international
competition (Hemsley-Brown JV and Oplatka I2006)
The main idea of this research is to analyze secondary information about HE marketing
around the world to detect potential solutions to MU (Masaryk University) problem
(attraction of international students) After this set of potential solutions will be developed
there will be next step ndash verification on the extent of those solutions match with real MU
situation To get this verification researcher should proceed to obtain primary data including
questions that will prove or disprove world practices in HE marketing solutions The final
result of this procedure will be mix of proved MU problems which exist in world practices
(solutions will be applied according to secondary data) and problems which inherent only in
MU university (in this case researcher should propose potential solutions which will improve
current situation)
In order to increase accuracy of primary data collection common research errors will be
taken into consideration and verified according to proposed procedures Errors are briefly
mentioned in the practical part but the detailed explanation of some of them will take place
only if one of those will arise during the research process
Research goal of this study is to identify ways on how to increase students` inflow into
MU by means of detecting general preferences of MU customers (prospective and current
students) The motivation to reach this goal is coming from the secondary information
gathered Despite the fact that HE marketing is a new stream in marketing itself there are
many tools on how to increase studentslsquo enrollment University potential to increase
international studentslsquo inflow derives from university image reputation branding mobile
marketing Google analytics and many more which is explained in secondary information
part Motivation to improve MU HE marketing activities comes from the point that current
students have more possibilities to travel abroad ―It has been estimated that more than 16
2
million students study outside of their home countries with more than 547000 studying in the
United States (Pimpa 2003) So there is a huge potential for universities to attract
international students through marketing campaigns
In this work MU considers as an organization which has a goal to increase quantity of
students enrolled from abroad For this reason any company should understand its customer
(needs threats and opportunities) Usually company has several categories of customers
―Some buy because they find your price to be the lowest some because they find your
services to be outstanding while some purchase from you because of your reputation in the
industry (Rodriguez 2004) Even though there is set of categories of customers the main
feature always exists So this work is devoted to depict the ―main customer for Masaryk
University
For this purpose quantitative marketing research is a tool to solve this Different
categories of customers give criteria to improve sales for a company ―It is important that you
know what customers consider most valuable about your products or services (Rodriguez
2004) That is why quantitative marketing research would bring up those values of the MU
education for further improvement Moreover it will display disadvantages of MU higher
education which after all should be improved to make them as advantages
Results of marketing research have several consequences The first one company gets
closer to its customer and it can promote its products according to customer characteristics in
social class lifestyle marital status and etc The second one company might redesign its
product or service according to specific advices of customers And last one is that a company
can find one more target market which responds to company marketing mix All these items
allow marketing manager to crystallize its target market and give ways to increase sales But
the final destination for a company is to transform from market driven entity to market
driving one
An article published by Jarowski Kohli and Sahay in 2000 year ―Market-Driven
Versus Driving Markets states that in general there are two main strategies to market
orientation ―1) traditional market driven approach based on understanding and reacting to the
preferences of customers and actions of players (customers competitors) within a given
market structure and 2) driving markets by influencing the structure of the market andor the
behavior of market players (customers competitors) in a direction which would enhance the
position of the focal business (Kohli Sahay 2000) They also argued that these two
approaches are complementary because a company can in the beginning use market driven
3
approach to support its sales and generate profit and after shift to more market driving
approach In general it is difficult to state that market driving approach is the future for all
companies which seek success for a long term But there is certainty that if a company keeps
track on current tendencies on the market it might propose some products which would be
highly demanded in the shortest future Vyas and Souchon (2003) argued that experience in
specific markets might lead to intuitive understanding of customers` future needs or wants
that would facilitate a market driving approach focused on said customers` unstated or
unknown needs
Once a company needs to know its customer the only way to do it is to ask a
customer It can be done by means of primary or secondary researches which have several
pros and cons Also primary research has two options quantitative or qualitative marketing
research
LITERATURE REVIEW
The definition of education marketing was created by (Kotler and Fox 1985) in the
following form ―The analysis planning implementation and control of carefully formulated
programs designed to bring about voluntary exchanges of values with a target market to
achieve organizational objectives
The conception of a client in the tertiary education sphere was one of the main topics
in 1990s For example (Conwey 1994) highlights that there are two perspectives of
approaching a university client In the first case the clients are students who are offered study
programs by universities In the second notion the clients are employers and companies to
whom students present the product of the university
Students remain as a main target group for universities and marketing communications
directed to their needs and preferences From this point applicability of traditional marketing
research process takes place Thorough description is given by (Smith and Albaum 2005)
who gave clear and simple path of stages in marketing research process
In the problem formulation stage (Barabba Zaltman 1991) gave strong arguments for
differentiating management problem from a research problem They emphasize on the ability
of researcher to translate management problem into research problem
4
(Robert S Michael 2002) gave the most profound characteristic of scientific method
of inquiry which has been chosen for this study Two stages of his proposed method of
inquiry are not included due to different research design taken for this study ndash explorative
(Cooper Schindler 2003) stated several compelling reasons for sampling They
mentioned two types of sampling one of them has been incorporated into this work ndash
probability sampling
Measurement of variables in this work has been done according to (Hair Bush
Ortinau 2006) by assigning numbers and labels to multiple choice answers in questionnaire
The matters of ambiguity and inaccuracy in research have been covered by (Smith
Albaum 2005) (Hair Bush Ortinau 2006) and (Sekaran Bougie 2009)
Research questions arose from two articles wrote by (Jonathan Ivy 2008) and another
one by (Hsuan-Fu Ho Chia-Chi Hung 2008) (Jonathan Ivy 2008) argued in his article that
there are three more elements in marketing mix when talking about service oriented business
like university Those elements were given names as ―People ―Processes and ―Physical
evidence (Hsuan-Fu Ho Chia-Chi Hung 2008) included another important factor for
university promotion and it is the extent of employability after graduation from university
(Dr DJ Toncich2008) is talking about deviations in university slogans and real
university standing In his article there is also explanation of the ways on how to promote
different parts of university image Along with this (Nguyen and Le Blanc2001) emphasize
on market positioning (Bonardi amp Ekwulugo 2003) claimed customer oriented approach that
university should take into promotion and development educational process
Partially (Harry Hayward 2011) touched the matter of video clips as effective tool to
promote university image With support of (Bruce Snyder 2011) web analytics became
another effective tool of keeping track of different target markets and customer preferences
tendencies
(Jarvis J 2008) emphasize on overall marketing politics which encompass existing
blogs analysis creation of internal and external blogs for sharing ideas problems and
thoughts among students and university staff He also proposes to include useful links in
company website
5
1 THEORETICAL PART
11 Marketing versus Market research
It is essential to differentiate those two terms in order not to be mistaken in research
process In the article ―Market research versus marketing research by Jacqueline Oud
market research provides more general information about the market This research can
answer such questions as country specifications market potential and accessibility overall
customer information (who what where when and how) On the other hand marketing
research has more detailed and deep information about customers and their attitude toward
company products This research can be done through interviews customerslsquo feedbacks after
product trials follow-up of the consumer and its behavior It means that marketing research
can include market research but not vice versa
Usually those two terms are used together because market and marketing research can
interconnect during the process of identifying product positioning So this study is
concentrated mainly on conduction marketing research If from the survey it becomes obvious
that some reasons of MU choice related to university environment (eg country
specifications) it will be made partial market research using secondary data
12 Quantitative versus Qualitative Research
The primary aim of a Qualitative Research is to provide a complete detailed description
of the research topic Quantitative Research on the other hand focuses more in counting and
classifying features and constructing statistical models and figures to explain what is
observed
The researcher serves as the primary data gathering instrument in Qualitative Research
Here the researcher employs various data-gathering strategies depending upon the thrust or
approach of his research Examples of data-gathering strategies used in Qualitative Research
are individual in-depth interviews structured and non-structured interviews focus groups
narratives content or documentary analysis participant observation and archival research
6
On the other hand Quantitative Research makes use of tools such as questionnaires
surveys and other equipment to collect numerical or measurable data
Qualitative Research is primarily subjective in approach as it seeks to understand human
behavior and reasons that govern such behavior Researchers have the tendency to become
subjectively immersed in the subject matter in this type of research method
In Quantitative Research researchers tend to remain objectively separated from the
subject matter This is because Quantitative Research is objective in approach in the sense
that it only seeks precise measurements and analysis of target concepts to answer his inquiry
(Experiment-Resourcescom 2009)
The question remains what method should be used after all This study aims to find out the
answer to an inquiry through numerical evidence so quantitative research is applicable in this
case If in the future researcher would like to explain further why this particular event
happened or why this particular phenomenon is the case then Qualitative Research comes
into practice
13 Marketing Research Process
According to Karole Friedmann (2003) Director of Products and Services for the
marketing services company Market Research Project Management Inc marketing research
project will be effective only if the information it provides leads to better business actions
decisions products or strategies In general marketing research is correlated with decision
support system when company executive decreases the risk of uncertainty by conducting
research Successful marketing research provides options for future actions in company
strategy High quality marketing research is proportional to high quality decision
―Marketing research is the systematic and objective search for and analysis of
information relevant to the identification and solution of any problem in the field of
marketing There are several important points in this definition First marketing research is a
systematic search for and analysis of information Careful planning throughout all stages of
the research is a necessity Researches must start with a clear and concise statement of the
problem to be researched Good research practice requires that the information sought the
methods used to collect the information and the techniques employed to analyze the
information be systematically and carefully laid out in advance (Smith Albaum 2005) Also
7
objectivity of marketing research plays another important role in successful marketing
research This criterion allows omitting escalation of commitment and clearly reflecting
current situation
There are pitfalls during marketing research process The most common ones are pseudo-
research and advocacy surveys Pseudo-research is done simply to come up with desired
results There is no objective and ethical approach Advocacy surveys are developed in such a
way that serves the needed answer Along with these two pitfalls the major one for doing
successful research is escalation of commitment when researcher is unable to consider other
variants of research results All these drawbacks might lead to waste of time and money spent
for research
Marketing research process consists of nine steps
Problem formulation
Method of inquiry
Research method
Research design
Selection of data collection techniques
Sample design
Data collection
Analysis and interpretation of data
Research report (Smith Albaum 2005)
Problem Formulation
―From the researcher`s point of view problem formulation means translating the
management problem into a research problemhellip An accurate problem formulation specifies
the types of information needed to help in solving management problemhellip the quality of
thinking about an issue (ie a problem situation) prior to data collection largely determines
the quality of thinking (ie analysis and problem solving) after the data have been collected
(Barabba Zaltman 1991)
Problem itself contains several components
1) The manager(s)decision maker(s) and his her or their objectives
2) The environment or context of the problem
3) The nature of the problem
8
4) Alternative courses of action
5) A set of consequences that relate to courses of action and to the occurrence of events not
under the control of the manager
6) A state of uncertainty as to which course of action is the best (Smith Albaum 2005)
Objectives have wide scope of variability starting from profit increase to serviceproduct
improvement ―The fewer the objectives of any study the easier it is to keep track of progress
toward the objectiveshellip Objectives vary from jointly agreed-upon corporate objectives to the
individual objectives of each employee (Smith Albaum 2005)
Environment of the problem can be related to the market research because it encompasses
such aspects as level of income and rate of growth in the market degree of competition and
government regulation Upon that it might also consider consumer tastes and preferences
Environment has a wide set of factors so researcher should define those factors which are
relevant to the problem
Method of Inquiry
The next stage in marketing research process is method of inquiry or method of
investigation The most objective and reliable is scientific method This method is effective
during the starting point and during the process of results check The main and most profound
characteristic of this method is objectivity It consists of the steps listed below
1 Observation and description of a phenomenon or a group of related phenomena An
investigator has little of prior information This is the stage when qualitative methods may
provide considerable information about what-is
2 Formulation of a hypothesis to explain the phenomena In educational research the
hypothesis is often a question about the relationship between or among variables that may
influence learning The hypothesis may be one that merely asks whether a relationship exists
(correlation research) or the hypothesis may state a cause-and-effect relationship
3 Predict the existence of other phenomena using the hypothesis or predict the results of new
observations
4 Conduct experimental tests of the predictions by several independent experimenters who
use proper experimental methods (Robert S Michael 2002)
9
Research Method
In addition to method of inquiry researcher should select research method There are two
types of research methods experimental and nonexperimental In former type of method
researcher can intervene into research experiment and control external variables It is vice
versa in nonexperimental method (Smith Albaum 2005)
Research Design
Another step in marketing research process is research design which is considered as
specific methods and procedures to obtain information needed Research design stipulates
what information to collect from what sources and using what procedures The key marker of
successful design is whether information collected relates to research problem along with
objectivity and efficiency There are three classes of designs ndash exploratory descriptive and
causal In exploratory design researcher identifies and formulates problem along with
development of alternative courses of action It is also considered as a first step in a broad
study in order to get sufficient knowledge and narrow down the problem area Sequence in
exploratory studies lead to three steps
Search of secondary information
Interview experts in a given field
Checking similar situations
Descriptive research design is more narrowed in contrast to exploratory one In former
specific research questions are postulated already The research problem is familiar and
specific This research is preplanned and structured Descriptive research covers such areas as
product research promotion research distribution research and pricing research
Causal studies help to predict causes of deriving such hypothesis The key purpose here is to
define relationships of causal factors to the effects of our prediction Researcher might build
a chart depicting several possible factors that brought situation to a current condition If there
is only one factor this would directly have influence on the situation If there is more than one
factors it is time to verify which one of those led to situation change This approach is called
casual relationship If there is only one factor there might be applicable deterministic
causation Another type of causal studies in probabilistic causation which is expanded version
of deterministic causation with more than one variable (Smith Albaum 2005)
In marketing research sources of information vary but serve as a tool to decrease uncertainty
and check hypothesis There are secondary sources respondents natural experiments
10
controlled experiments and simulation Secondary sources are taken from external
organizations which conducted research with similar purposes Usually it is statistical
committees government bodies NGO`s and etc Respondents also serve as a source of
informative and behavioral information Experiment usage might also bring valuable
information Sometimes it is better (high expenses time shortage) to implement simulation to
a certain situation Simulation is considered as a set of techniques for manipulating a model of
some real world process to find numerical solutions useful in the real process being modeled
(Smith Albaum 2005)
Selection of data collection techniques
Information itself is divided into three categories primary secondary and commercial
Secondary information is gathered by passing actual research conduction Primary
information is coming from data collected by investigator and serve as a main answer to
research question Commercial data is collected by marketing agencies and contains primary
and secondary information
It is better to start collecting secondary information first because it is less expensive and it
can offset the need of doing own research Even though if it will not solve the problem
secondary information can clarify the problem in more detail and help to develop advices to
research questions Also help in planning the gathering of primary data and defining the
population and selecting the sample
Secondary Information
Secondary information has two types ndash internal and external Internal information can be
found within the company past researches and report whereas external is outside of the
company Using internal secondary information will shed light on model and size of product
by area kind of account and industry medium amount of sales by area sales volume
percentage share of sales by product model product size etc External secondary information
allows verifying overall size of market characteristics of market features of competitor
products prices and promotion (Smith Albaum 2005)
Primary Information
The major source of marketing research is primary data In the process of gathering this
data researcher deals with respondent Respondent is a person who provides answers to the
11
questionnaire developed by researcher Answers are not the only findings that can be
collected in primary data collection Respondentslsquo behavior is another key aspect to observe
and analyze future choice of consumer
The main advantage of primary data collection is itlsquos up to date information which respond
researcherlsquos main criteria ndash the extent of the obsolescence of collected data That is why
primary data gives more realistic view to the researcher Another advantage is that primary
information can be collected in varied ways from interview to email questionnaire This gives
researcher flexibility in choosing process Cost and time spend to acquire this type of
information varies It can be attributed to the quantity of respondents should be asked their
accessibility in terms of location and etc So it is the researcher who decides whether to
collect primary data or not based on availability of secondary data time and budget of
research
The main disadvantage of primary data collection is incorrect questionnaire design
(questions answer options place of survey and etc) If doing so researcher may mislead
himself in data analysis and come up to a wrong conclusion Time might be another aspect to
consider as disadvantage for collecting primary data There is higher possibility to obtain
statisticalmarket research from some agency already prepared rather than spending time in
collecting surveys analyze them and synthesize to make final conclusion The best option is
of course to attain secondary information about the topic and then based on its outcomes
collect primary information
In this study will only be included quantitative techniques Questions will be included to
derive attitude to contemporary high education among students
Sample Design
It is rare that in marketing research the whole population is analyzed Sample is mainly a
small representative group of people that reflects all potential consumers Sample selection is
derived from consideration of the relevant systematic and variable errors that might occur
during the research process (Smith Albaum 2005) ―There are several compelling reasons
for sampling including (1) lower cost (2) greater accuracy of results (3) greater speed of
data collection and (4) availability of population elements There are two types of sampling
to choose nonprobability and probability sampling Probability sampling is based on the
concept of random selection ndash a controlled procedure that assures that each population
element is given a known nonzero chance of selection In contrast nonprobability sampling is
12
arbitrary and subjective Each member does not have a known nonzero chance of being
included (Cooper Schindler 2003)
Analysis and Interpretation of Data Collected
The first step in processing of data is editing of complete schedulesquestionnaires Editing
is a process of checking to detect and or correct errors and omissions Editing is done at two
stages first at the fieldwork stage and second at office
Field editing
During the stress of interviewing the interviewer cannot always record responses
completely and legibly Therefore after each interview is over he should review the schedule
to complete abbreviated responses rewrite illegible responses and correct omissions
Office editing
All completed schedulesquestionnaires should be thoroughly checked in the office for
Completeness accuracy and uniformity
Coding
Coding means assigning numerals or other symbols to the categories or responses For
each question a coding scheme is designed on the basis of the con med categories The coding
schemes with their assigned symbols together with specific coding instructions may be
assembled in a book After the transcription of data is over data are summarized and arranged
in a compact form for further analysis This process is called tabulation
Tabulation
Thus tabulation is the process of summarizing raw data and displaying them on compact
statistical tables for further analysis It involves counting of the number of cases falling into
each of several categories
Tabulation can be done by hand or by mechanical or electronic devices The choice depends
upon the size and type of study cost considerations time pressures and the availability of
tabulating machines or computers In this project tabulation and statistics will be done by
using Microsoft excel spread sheet (Debeka 2003)
The Research Report
―Results of the research can be described in short or in long reports Short reports are
appropriate when the problem is well defined is of limited scope and has a simple and
straightforward methodology Short reports are about five pages Long reports are of two
13
types Technical report is written for an audience of researchers And management report
written for the nontechnically oriented manager or client (Cooper Schindler 2003) This
paper is considered to be a tool for a managing director (dean) of the university who might
not have research background so the results of the research will be represented as managerial
report
14 The Research Plan
Research plan is needed to organize everything in a way that each stage would clearly
derive from the previous one It is a tool to control and follow up all procedures of research
project It starts off with stating objectives (primary and secondary) then problem analysis
(includes research problems questions hypotheses interconnection between objectives and
problem) Research design is next one It has four subsets (1) research methodology (how the
research will be made) (2) research techniques (methods and procedures for data gathering)
(3) sample design and selection (what is the size of sample is there any subsamples how you
will make sure that it is representative sample How the sample size was determined) The
fourth stage of research plan is proposed analysis (tabulation procedures cross-analysis
tabulations and their reasons type of statistical analysis) (Smith Albaum 2005)
15 Measurement
In marketing research measurement plays a key role Accurate measurement of variables
brings to right results and therefore to right management decisions The main goal of accurate
measurement is to characterize customers` attitude toward a product ―Researchers use the
measurement process by assigning either numbers or labels to (1) people`s thoughts feelings
behaviors and characteristics (2) the features or attributes of objects (3) the aspects of ideas
or (4) any type of phenomenon or event using specific rules to represent quantities andor
qualities of the factors being investigated For example to gather data that will offer insight
about people who shop for automobiles online (a marketing phenomenon) researcher collects
information on the demographic characteristics attitudes perceptions past online purchase
14
behaviors and other relevant factors associated with these people (Hair Bush Ortinau
2006)
Two of the primary criteria of evaluation in any measurement or observation are
Whether we are measuring what we intend to measure
Whether the same measurement process yields the same results
These two concepts are validity and reliability Reliability is concerned with questions of
stability and consistency - does the same measurement tool yield stable and consistent results
when repeated over time Validity refers to the extent we are measuring what we hope to
measure (and what we think we are measuring) To apply these concepts to social research
we want to use measurement tools that are both reliable and valid We want questions that
yield consistent responses when asked multiple times - this is reliability Similarly we want
questions that get accurate responses from respondents - this is validity (Smith Albaum
2005)
16 Designing Questionnaires
After determining established set of scale measurements it is the time to format them into
an instrument for collecting raw data from respondents The purpose of designing reliable
questionnaire is to collect high quality primary data which can be easily transformed into the
information for the manager The main principle in developing questionnaire is its logic
objective and consistent approach rather than creative way of questions development
Everyone understands that words go into questions and that questions go into questionnaires
but not everyone understands that writing questions does not give you a questionnaire (Hair
Bush Ortinau 2006)
During the procedure of formulating and asking questions response nonresponse errors
occur Nonresponse errors can occur due to the length of questionnaire or questions their
complexity or inclusion of personal questions To avoid such type of error it is necessary to
use innovative way of questions formulation by keeping them concise and in the same time
sufficient enough The next step is to shuffle up the formats of questions to keep interest of
respondent to answer Keeping respondent well informed about directions of each part of
questionnaire is also important Researcher should put emphasis on style and format of
questionnaire (font color of paper graphic attributes etc) The final aspect is numbering the
questions to help keep track for both researcher and respondent
15
Response error rise when the actual value of variable contradicts with one in the report
This error can rise from both sides researcher or respondent Respondent is considered as a
person who provides information through communication (interviews questionnaire) or
observation (researcher observe behavior of respondent) Response error though can occur
during one or both of those processes To verify reasons of errors researcher should analyze
steps in delivering information The first one is information formulation and the second is
information transfer Inaccuracy happens during formulation step and ambiguity during
information transfer to respondent (Smith Albaum 2005)
17 Inaccuracy
Inaccuracy as a cause of questionnaire design means that false report is obtained from the
attitudes preferences beliefs feelings of respondent Questions and scales must be used that
enable to get the whole picture of respondent perception on the matter rather than to get a
fragment of his perception Accuracy itself refers to the degree to which the data provide the
researcher with a description of the true state of affairs From this point ―questionnaire design
precision rise up which is the extent to which a questionnaire design can reproduce similar
results over repeated usages (Hair Bush Ortinau 2006)
There are two types of inaccuracies predictive and concurrent Former one is caused by
inaccurate intentions of researcher during problem formulation Concurrent inaccuracy
happens when respondent intentionally provides inaccurate information
Inability to respond and unwillingness to respond are the most common concurrent
inaccuracies Inability to respond happens when question is posed the way it is hard to answer
without certain actions of respondent (check look up some features of product in question)
These problems might occur if respondent does not remember product features questionnaire
is unrealistic badly designed or directed to improper person Also if construction of questions
is developed with misuse of words or general terms
―Unwillingness to respond deals with motivation of respondent Respondent will not
provide accurate or any information due to several costs One of them is time costs which
require respondent to spend time for questionnaire completion So if respondent is busy or
questionnaire is too long she would answer the questions as quick as she can without paying
attention to accuracy For this reason questionnaire section will contain this phrase ―Do you
16
have time now to answer questions or would you rather set a time when I could contact you
again
Second problem is perceived loss of prestige Some questions might influence prestige of
respondent and then he tends to answer in a way not to lose his prestige which leads to
inaccurate answer Examples of areas which involve prestige level is age income educational
level and job position The main key to solution of this problem is to ask for information
twice in different ways
Third area of questions that might bring to unwillingness to respond is invasion of privacy
If questions touch private information about respondent inaccuracy and nonresponse take
place Such area includes questions about family matters income and money attitude finance
respondent hygiene political views religion and etc In this case indirect questions can help
or in case of direct questions still have to placed they should be included in the end of
questionnaire (Smith Albaum 2005)
18 Ambiguity
Ambiguity is considered as errors in constructing written and oral words or behavior
Inaccuracy errors occur during the formulation of information whereas ambiguity errors
happen during transfer of information through communication or observation Unambiguous
situation is the one where researcher asks question and respondent answer based on the same
meaning of words In this case two phase process takes place When question interpreted by
respondent has the same meaning as it is in interpretation of researcher And answer by
respondent is understood the same way as by researcher (Smith Albaum 2005)
―The language of the questionnaire should approximate the level of understanding of the
respondents The choice of words will depend on their educational level the usage of terms
and idioms in the culture and the frames of reference of the respondents If some questions
are either not understood or are interpreted differently by the respondent the researcher will
obtain the wrong answers to the questions and responses will thus be biased Hence the
questions asked the language used and the wording should be appropriate to tap respondents`
attitudes perceptions and feelings (Sekaran Bougie 2009)
Also implicature is an issue related to ambiguity when researcher is using elliptical
sentences (starting with ―Why ―What ―How) and respondent fill in the missing content
17
by herself In standardized interviews respondent should interpret questions as he can which
leads to miscommunication and wrong results So conversational interviewing is when
researcher is trying to explain the meaning of question and not influence the answer (Smith
Albaum 2005) Interview refers to qualitative method to obtain data this study has
quantitative research so it becomes crucial to construct clear and concise questions For this
purpose there will be pretest of questionnaire research by giving out it to my friends and get
feedback Another way to track understanding level of respondent is to set sub questions in
questions which contain highest probability to mislead respondent By simply asking the level
of question comprehension (good or fair) researcher can identify the level of ambiguity in
answers and track those answers which are answered with ―good level of understanding
Question form and question wording has certain relationship to ambiguity
There are four questionanswer types
1 Free answer (open-ended text)
2 Dichotomous and multiple choice answers (select k of n)
3 Rank order answers
4 Constant sum answers
1 Free answer questions imply that respondent will give full answer to the question in his
own words This type of questions require respondent to have ability to express completely
and concisely That is why free answers have great extent of ambiguity during interpretation
process
2 Dichotomous and multiple choice answers are the most common in questionnaires
development General form for both of these answer types is selection of ―k optional answers
out of ―n available ―Select exactly 1 of n Answers is one of such type of answers This is
simple form where k=1 and n is up to researcher desire In dichotomous question options (n
values) range into two extremes (―Yes ―No ―In favor ―Not in favor ―BuyDo not buy
etc) Multiple choice answers are just an extension of dichotomous questions Multiple choice
questions may require selection of several ―k out of ―n possible answers or selection
unlimited amount of ―k answers out of given ―n options
3 Rank order answers allow to put gradation to answer options This type of answers
characterizes data on the most prevailing option and the one which has the least importance to
18
respondent Typical questions can include determining ranking of preferences first to last
most current to least current and etc The most common bias here is that first optional answer
in the question has more chances to be selected Also tied rankings may cause another
problem of data weakening When it is allowed to rank several answer options into one
ranking level it is impossible to determine results out of this answer For the efficiency
purposes maximum of answer options given in rank order questions vary from five to seven
If it is more than seven it is hard for respondent to identify clearly the right ranking order
4 Constant sum question is the form of ranking using allocation of one hundred percent to
the options containing reasons for the statement asked It can be options for the reasons of
company product purchase (Smith Albaum 2005)
Also to create a good questionnaire researcher should include ―positively and negatively
worded questions Instead of developing all questions positively it is better to mix them with
negatively worded questions to reduce the probability of mechanical filling the questionnaire
by respondent ―A respondent who is not particularly interested in completing the
questionnaire is more likely to stay involved and remain alert while answering the questions
when positively and negatively worded questions are interspersed in it For instance if the
respondent has circled 5 for a positively worded question such as ―I feel I have been able to
accomplish a number of different things in my job he cannot circle number 5 again to the
negatively worded question ―I do not feel I am very effective in my job hellip The use of
double negatives and excessive use of the words ―not and ―onl should be avoided in
negatively worded questions because they tend to confuse respondents (Sekaran Bougie
2009)
19 Hints to improve quality of questionnaire
A Neutrality and don`t know or no opinion
It is an option given to respondent to remain neutral to the question provided Once third
option is included researcher does not force respondent to answer and it makes questionnaire
more polite to respondent Based on the nature of the question researcher may include such
options like ―don`t know ―no opinion or ―not applicable ―Don`t know might be
attributed to question dealing with some facts whereas ―no opinion can be attributed to a
19
certain attitude of respondent If such type of option will be included it is important to
increase sample size because of increased probability for respondent to choose neutral answer
B Dichotomous questions
It is the easiest type of questions for respondents It is considered as a question with
average probability for being ambiguous But it has the lowest probability of being ambiguous
among free-answer questions and multiple-choice questions
C Multiple choice questions
The researcher has two options if she wants more detailed information in a certain
question It is to create multiple choice question or free-answer question Usually multiple
choice questions are more complex and longer than the other two (dichotomous and free-
answer) Ambiguity in such type of questions derives from inability to formulate mutually
exclusive alternatives Another reason for ambiguity is limitation of the chosen answer
Respondent should select only one option which most widely answers the question For this
reason researcher may offer to select as many options as respondent wishes There is a table
below which shows relative probability of ambiguity related to form of question
Table 1 ―Form of Question and Relative Probability of Ambiguity (Smith Albaum 2005)
D Question wording
Selection of right words plays important role in questions development So in wording
choose researcher should be extremely careful Ambiguity in wording has several sources
Question length
Respondent unfamiliarity with some words
Relative Probability of Ambiguity
Form of Question Question Answer
Free-answer Lowest Highest
Dichotomous Average Lowest
Multiple-choice Highest Average
20
Ambiguity of context
Two questions included in one sentence
Too broad questions
If questions are too long this will confuse respondent and affect data accuracy For this
reason researcher should keep questions concise and clear If some words in question are
unfamiliar to the respondent this will also lead to confusion and inability to provide right
information So in case of scientific wording in questionnaire and non-homogeneous
backgrounds of respondents low level of vocabulary should be used Also researcher should
verify whether questions imply only one matter in order not to mislead respondent Questions
that lack specificity should also be avoided Those questions are developed with general
words like ―how often for example
In general researcher must provide alternative question wording pretesting and
verification by observation In alternative question wording first have of sample group may
get options in one order and the second one in reverse order Once questionnaire is ready
pretesting is another good way to decrease ambiguity Only one concern here is to choose
relatively the same group of respondents as it will be in the real research By close
communication with respondent in pretesting step researcher can determine some troubles
misunderstandings arose during this step And last advice is verification by observation
Researcher can (where it is possible) verify answers of respondents by observing their actions
related to questions answered It is not the easy activity so only those questions will be
verified where it is possible to do so (Oppenheim 1992)
110 Sampling procedures in Marketing Research
―Sampling is a selection of small number elements from a larger defined target group of
elements and expecting that the information gathered from the small group will allow
judgments to be made about the larger group The main idea of sampling is that a decision is
based on the assumption that the smaller portion or sample is representative of the larger
population (Hair Bush Ortinau 2006)
There should be a strict order in defining sample for research
21
Chart 1 ―Defining Sample
Sampling procedure starts with defining of population Population is amount of units
(individuals legal entities households) which has one or more similar feature among each
other In order to specify population researcher should answer such questions as what kind of
units (elements of analysis) to be included where they reside or their origin and when
(dimension of units in terms of timeframe) Population should be defined as precisely as
possible At the moment of finalizing population definition investigator decides whether it is
necessary to investigate the whole amount of population (census) or a part of it (sample) The
choice depends on the size of population If the size of population is small census can be an
optimal option otherwise should be created sample
Sample design includes type of sample sampling unit and sample frame Majority of
samples are selected by choice of investigator as non-probabilistic method Where
investigator selects elements of sample in terms of convenience availability and own
judgment Researcher uses table or any other random selective device for the probable
method (Smith Albaum 2005)
Define population
Sample design
Sample size
Estimate costs of sampling
Census vs Sample
Execute sampling process
22
―Sampling unit is the basis of the actual sampling procedure It is that segment of the
population actually chosen by the sampling process The sampling unit may contain one or
more population elements That is these units may be individual elements or aggregates of
individual elements (Smith Albaum 2005)
Sample frame is considered as a list of elements of the population For instance it can be
list of characteristics of elements which are expected to pass the interview or fill out
questionnaire In a perfect case sample frame should determine each population element once
and should not include those elements which are not in the population criteria There several
options below of inaccurate sample framing process
Chart 2 ―Sample Framing Processes
A Incomplete
Sampling frame
B Too Comprehensive
C Combination
Sampling frame Population
Sampling frame Population
Population
23
There is also set of questions to ask during generation of sampling list
Does the list contain everyone in the survey population
Does the list include names of people who are not in the study population
How is the list maintained and updated
Are the same sample units included on the list more than once
Does the list contain other information that can be used to improve the survey
(Dillman 2000)
There are four traditional approaches for the determining sample size
1 Arbitrarily or judgmentally determined
2 Minimum cell size in analysis
3 Based on budget
There are two types of costs in sampling process fixed and variable Fixed costs are those
which are determined and constant Variable costs depend on the volume of study being
conducted The dashed line in the upper graph shows interrelation between costs and sample
design If costs are too high researcher reconsiders sample design or sample size
The last step is actual choice of sample There are two main criteria for this process
sample must be adequate and representative For the sample being representative means that it
reflects overall characteristics of the whole population Adequacy is sought in sufficient
amount of elements selected to provide stable results Also there are two types of sampling
designs probability and non-probability samples Non-probability sampling differs from
probability sampling on the basis that in non-probability sampling the sample elements do
not have a known nonzero chance of being selected for the sample In probability sampling
each element has a known and equal probability of selection This study incorporates
probability design because there are no any predisposed respondents (Smith Albaum 2005)
111 Editing Coding and Descriptive Analysis
―Completed questionnaires or other measurement instruments must be edited coded
entered into a data set for processing by computer and carefully analyzed before their
complete meanings and implications can be understood (Smith Albaum 2005)
24
The main reason for this process is converting data obtained into information which will
provide inferences and answers to research question A certain sequence is needed to perform
successful data analysis In short there should be definition of response categories at first
then editing and coding and at last tabulation All these three steps will be implemented in the
practical part
112 Research Errors
In any research errors will occur so management of errors must apply Errors can arise in
any stage of marketing process from problem formulation to report development It is a goal
of investigator to minimize those errors The value of total error is comprised of sampling
error plus non-sampling error Sampling error (usually called as random sampling error) is the
difference between planned sample and the list of interviewees it is formed Non-sampling
errors are those which are not related to the sample itself Usually non-sampling errors related
to sort of bias as the difference between the true value of that which is being measured and the
average value derived from a number of independent measurements of it There are eight
major types of errors
Population specification ndash difference between required population and population
chosen When researcher chooses inappropriate population for the data collection
Sampling difference between required sample and the one that has been selected
When sample does not represent the population selected by using probability sampling
method
Selection error usually occurs when researcher pick up respondents whom she knows
who is more pleasant in general who is easily reached This tendency deviates real
population selected
Frame error Sample frame is a set of representatives of population who relate to
required sample The frame error occurs when elements which are not in the sample
group are investigated
Nonresponse error occurs when all members of the sample cannot be reached or they
refuse to respond
Surrogate information error occurs when investigator is unable to obtain responses and
replace it with proxy answers leading to surrogate information
25
Measurement error occurs in several stages of research transmittal response analysis
In general researcher represents information that he wants rather the real one
Experimental error When investigator is measuring the influence of independent
variables on dependent one while controlling extraneous variables (Smith Albaum
2005)
2 PRACTICAL PART
21 Marketing Research Process Applied
For this study it has been identified that the problem of current situation in MU is its
inability to attract more international students
Problem Formulation Prospective students do not choose MU for degree obtainment
Research goal To identify ways on how to increase studentslsquo inflow into MU by means of
detecting general preferences of MU customers (prospective students and current students)
Research questions
Based on the study of 7P approach made by Jonathan Ivy one research question arises
1 On what element of marketing mix students relied more when choosing MU ―People
―Physical evidence or ―Processes
From another study made by Hsuan-Fu Ho and Chia-Chi Hung second research question
arises
2 Does the possibility of domestic market employability after graduation plays the key role
for choosing MU
26
Method of Inquiry
As been mentioned in the theoretical part the first step in method of inquiry is observation
and description of a phenomenon or a group of related phenomena This step is known for its
qualitative methods of applicability
Have been studying for almost two years in MU and communicating with dozens of
international students I found several aspects to consider for MU attractiveness improvement
Students who stay longer than a semester differ from those who came just for one semester
under Erasmus exchange program This research deals with the first category of students and
for them it is important to have more frequent university-student correspondence Keeping the
fact that education process in Masaryk university different and complicated in terms of
Information Technology (student information system is very confusing with no English
version of some pages) there should be prepared an orientation seminars on how to effectively
use all university premises and surrounding city facilities It can be easily done with the help
of International Students Club which has excellent image among such clubs in Europe There
is orientation week for students but from the students point of view is more prepared to make
things done (like ISIC card issue register to information system) rather than providing
students with tools on how to achieve what they need to This can easily be done by
information system additional applications of city university map student forums and
discussion groups The information system should be done in more client friendly way with
good English translation of the web pages
This work would not include any hypothesis because of the chosen research design ndash
explorative
Research Methodology
In this will be applied nonexperimental method because of objectivity purposes There is
high risk of mislead and misinterpretation to the respondent which will affect the survey
results
Question number 1 2 3 in the survey (can be found in appendix of this work) was
included for the reason to find additional information from prospective students who intend to
continue their study Question number 11 gives idea on the effective media channel that
students got information from Question number 12 and 13 will help to summarize general
student opinion on MU and find some deviations from the rest of the questions
27
Below are the questions in the survey which relate to research question number 1 ―On what
element of marketing mix students relied more when choosing MU ―People ―Physical
evidence or ―Processes
Question number 4 6 7 was adopted from literature source (Jonathan Ivy 2008) of
theoretical part This question identifies the level of ―Processes element of marketing mix
Question number 5 based on the same literature source was adopted to verify another element
of marketing mix ndash ―People Question 8 uncovers the level of third element ―Physical
evidence Question number 10 encompasses all three elements to double check the main
criteria that students choose or consider MU to study
Below are questions in the survey which relate to research question number 2 ―Does the
possibility of domestic market employability after graduation plays the key role for choosing
MU
Questions number 14 and 15 will help to identify the level of studentslsquo motivation to enter
MU for the reason of higher chance of employability after graduation These questions were
adopted from literature source provided by Hsuan-Fu Ho and Chia-Chi Hung
Question number 9 relates to both research questions because it covers the scale of
significant factors that might affect student to choose MU
Research Design
The study entitled ―Quantitative Marketing Research attempts to accumulate the sequence
of procedures to conduct successful marketing research It has been chosen to use quantitative
research for the reason that study aims to find out the answer of a research questions through
numerical evidence This method enables researcher to gather existing information and data
regarding interrelationship between low rate of students registration to MU The study will
help to answer on two research questions posed in this work
Selection of data collection techniques
The study incorporates two techniques of data collection secondary and primary
collection Secondary information reveals current situation of HE marketing worldwide and
primary information helps to find the match up for solution of MU problem and secondary
information findings
28
Sample design
Researcher uses probability sample design with quantity of respondents equal to 26
Data collection
For study purposes data will be collected by giving out questionnaires to current and
prospective students who study or intend to study in English in MU Hard copy questionnaires
will be collected after respondents finish answering them Total collected questionnaires
amount to 26
Research errors
Population Specification error is mastered by questioning potential respondent whether
shehe studies in English Sampling difference researcher will overcome by keeping the
highest level of variety of respondents (by country of origin) Selection error is out of the
matter because researcher is not introduced to the majority of students studying in English
Nonresponse error may occur for the further purposes of the research respondents would be
asked the reasons for rejecting to fill out questionnaire The same procedure is for the
surrogate information ndash if researcher will not be able to get answers from respondents they
will be asked about the reason of rejection
22 Analysis and interpretation of data
Secondary and Primary data is analyzed and interpreted in section 23 and 24 below
23 Secondary data
Marketing communication of universities
As has been mentioned previously in this work the best option to collect relevant primary
data is to rely first on secondary information and then delve down in certain aspects by
collecting primary information In this item it will be explained what has been done in
marketing communication of universities around the world This part will also cover the
question of what communication strategies and tools the international universities use to
attract their students
29
From the first finding to start universities all over the world practicing advertising
campaigns with such words as ―Internationally renowned Award winning Prestigious
Proud history Career oriented etc But not all the time these sparkling words are real truth
―Does it actually matter whether a university has ―tradition if its current practice is poor
Does it matter if a university is ―internationally renowned if the particular course that is
being considered is known to be badly operated by local standards Does it really matter if a
university has ―a proud history if the present isnlsquot very good (Dr DJ Toncich2008)
Australian professor Dr DJ Toncich in 2008 published a book ―Study and Learning in
the Australian University System where he clearly stated various forms of
Marketing in universities of Australia ―The most common example of universities selling the
sizzle rather than the sausage appears in areas such as science engineering and architecture
where potential students are bombarded with glamorous images of spacecraft sky-scraper
buildings nuclear reactors and so on There are different ways how universities attract their
students There is a table provided by Dr DJ Toncich which explains the ways on how to
promote different parts of university image
Table 2 ―Ways on how to promote elements of university image
30
A ―Tool is a part of company (university in this case) image which should be promoted
And ―Vehicle is the way part of the image can be promoted ―Some key points to note are
that the mass media outlets (newspaper television and radio) having the broadest audience
are generally reserved for ―big picture marketing including the universitylsquos brand and
confidencereinforcement strategies Self-evidently promoting to the broadest audience is the
most costly way of getting a message out so the message needs to be simple and clear The
more specialized the audience however the more detailed the information ndash for example
university course guides and handbooks have the most specific audience and subsequently
the highest level of information density In these vehicles there is generally less content
related to the big picture issues of confidence and brand (Dr DJ Toncich 2008)
Nguyen amp Le Blanc (2001) focused on the image and reputation of the institution and
referred to the crucial role these factors played in the development of market positioning ndash
they drew on the well established concepts and theories in business sector marketing for their
study Bonsardi amp Ekwulugo (2003) who claimed that ―a centrally important principle of
marketing is that all marketing activities should be geared towards the customer also relied
on the literature used in business sector marketing and applied it to the context of higher
education
Branding is important for university to stand out in the market In ―ConnectEd
Symposium for the marketing of Higher Education (Chicago November 2011) Rich Lyons
(Dean Haas School of Business University of California Berkley) argued that
―What passes for branding in higher education is often nothing more than a catchy slogan
and logo Branding projects in universities sometimes evoke hostility indifference or bothmdash
or raise the question of why a good school would need to be so concerned about its image that
it would resort to ―corporate measures But when branding reaches deep to magnify a
schoollsquos differentiation and its core essence the result can be a powerful boost on multiple
dimensionsmdashstudent recruitment alumni interest fund raising media interest and so on And
it can resonate with key audiences emotionally to align what the school does with their
passion to change the world Dean Rich Lyons has led the Haas School of Business at UC
Berkeley in branding the school based on codifying its distinctive culture driving that culture
through its business processes and reforming its curriculum to produce a particular type of
leadermdasha path-bending leader The process is lengthy difficult and risks are high Learn why
the rewards of an authentic brand are worth the effort
31
According to this speech strong brand is coming from the culture of interaction among
students and all university staff Mainly students and professors should clearly understand
what matters mostly attracted them in chosen university (values believes attitudes etc should
match up with student`s)
Another aspect for university marketing start up procedure is reposition communications
as a strategic function in a more proactive attitude This matter has been covered by Dr Mark
Putnam President Central College IA in his article ―Do you drive the agenda or go along for
the ride In this article author ―sought to change the view of the marketing and
communications team from customer service providers to strategists He set a good example
with presidential blog using it to elevate the level of discourse at Central Putnam has a track
record for this kind of change management As senior vice president at Northeastern
University (Boston) he worked with the communications team to educate the university about
the strategic role of marketing and branding He comes by this perspective naturally (Dr
Mark Putnam 2011)
To improve university technical tools in attracting students mobile marketing is a great
way ―Mobile marketing brings challenges and opportunities to higher education when scarce
resources limit the ability to add new technologies and techniques to communication plans
We examine the mobile marketing landscape in search of whats most relevant to higher
education today with special attention to student recruitment and brand strength Areas
covered include site design for best task completion writing right for mobile sites monitoring
web analytics and integrating with traditional and social media websites (Bob Johnson
2011)
Another technical tool is digital video clips ―Video in its many forms is becoming a
major factor in our collective lives (80 million hours of video loaded to YouTube every
minute for example) As digital storytelling it is also being used in a variety of ways to build
brand equity with internal and external audiences Outcomes will be a better awareness of the
current trends in using video as a brand building tool and a field guide for teaching others
within the organization to make powerful digital stories Im currently using the workshop at
the UW to train students who will study abroad to make and distribute good quality video
about their experiences (Harry Hayward 2011) In case of brand building using video
assistance viral marketing campaign might work And the last idea which will increase
university profit is web site analytics ―The website is not only a conduit for most of your
marketing efforts todaymdashitlsquos also an incredible tool for measurement and marketing analysis
32
With web analytics you can better quantify the impact of your marketing campaigns improve
the effectiveness of your website segment visitors for micro-marketing efforts and generate
valuable marketing intelligence (Bruce Snyder 2011)
Marketing is the process of customer identification (needs views preferences financial
possibility to buy certain product) This task will be done through primary information
analysis Another task in marketing is development of ―analytics-driven approach to help to
reach a targeted student through search engines mobile smartphones text messaging email
newsletters and social media (Higher Education Marketing Company) This company has a
straight and logic view on marketing process in university which provides a wide scope of
services Google Analytics Search Engine Optimization Pay Per Click Marketing Social
Media Marketing Google Maps amp Local Search Web Design amp Development Mobile
Marketing Short Message Service (SMS) Another very effective tool is SEO (search engine
optimization) which allows embedding into the company website option for the most
important (most likely needed) words phrases while creating company web pages This set of
words with high possibility that potential customer will dial up will give opportunity for the
company website to pop up in the top list of the search engine (Google chrome yahoo etc)
Under research problem ndash low enrollment of students the researcher should look for the
findings of other studies relevant to this study problem The questions to start with are ―What
factors in university marketing practices are missing to achieve constant enrollment growth
―Is there any interrelationship of those factors and university attractiveness growth
One of the studies has been conducted among students registered state subsidized
universities in South Africa The purpose of this paper was to present a new marketing mix
based on MBA studentslsquo attitudes and opinions towards the marketing initiatives of business
schools in South Africa The findings of this study revealed showed seven quite distinct
underlying factors in the marketing activities of these business schools some covering the
same elements of the traditional marketing mix people promotion and price There were
however four different elements programme prominence prospectus and premiums ―The
marketing mix is a set of controllable marketing tools that an institution uses to produce the
response it wants from its various target markets It consists of everything that the university
can do to influence the demand for the services that its offers Tangible products have
traditionally used a 4Ps model the services sector on the other hand uses a 7P approach in
order to satisfy the needs of the service providerlsquos customers product price place
promotion people physical facilities and processes The product is what is being sold It is
33
more than a simple set of tangible features it is a complex bundle of benefits that satisfy
customer needs The price element of the services marketing mix is dominated by what is
being charged for the degree or tuition fees that are required to enroll at the university Place
is the distribution method that the university adopts to provide the tuition to its market in a
manner that meets if not exceeds student expectations Promotion encompasses all the tools
that universities can use to provide the market with information on its offerings advertising
publicity public relations and sales promotional efforts (Jonathan Ivy 2008) This traditional
model encompasses tools which deal with tangible products In case of university it provides
intangible product which needs more tools for promotion Fifth tool is people who are
considered as a staff in university (academic administrative and support staff) To have a
prominent image university should have teaching staff reputations PhD holders Professorial
title holders Also administrative staff can also play an important role to attain prospective
students by simply providing professional phone call inquiry
The newest addition to the marketing mix is physical evidence and processes Physical
evidence is attributed to internal and external appearance of the entity (from teaching
materials to facade of the building and lecture rooms) ―Processes are all the administrative
and bureaucratic functions of the university from the handling of enquiries to registration
from course evaluation to examinations from result dissemination to graduation to name but
a few During the period that the student is registered processes need to be set in motion to
ensure that the student registers for the correct courses has marks or grades correctly
calculated and entered against the studentlsquos name and is ultimately awarded the correct
qualification While this might seem quite straight forward there are numerous other
processes that need to be implemented concurrently (with the finance system
accommodation time tabling and the library) to ensure the highest level of student
satisfaction The findings of this research suggest that the traditional 4- 5- and indeed 7P
marketing services marketing mix may not be the best way to approach the marketing of
MBA programs in South Africa Using principal components factor analysis on 25 commonly
used marketing tools indicates that four new distinctive and independent elements exist along
with three elements from the traditional marketing mix (Jonathan Ivy 2008) The most
important element from the marketing mix was ―program element (the range of electives in
the degree choice of majors) The second was ―prominence of the degree (academic staff
reputations position on league tables or MBA reviews in the popular press) The traditional
promotions element of the marketing mix was split into two areas standard mass media
34
advertising and hard copy promotional materials such as the university prospectus and direct
mail posted to prospective students called ―prospectus in the MBA marketing mix The
price element is dominated by flexible payment of tuition fees which means that students are
price sensitive and looking for payment flexibility The people element has had a small
modification with face-to-face teaching being included along with personal contact with
graduates and open day attendance The final element of the new marketing mix is called
premiums This is a diverse element of the mix which included accommodation the number
of modules in the degree student exchange programmes university computer facilities and
class sizes While this element was considered the least important of the marketing tools not
offering some of these items could seriously damage the recruitment prospects of a business
school Indeed some items would be considered a standard offering of a university and
expected by a student without further consideration or evaluation (Jonathan Ivy 2008)
So from this study researcher may answer on the posed questions before There is indeed
some other factors out of the standard marketing mix which in this case (higher education
marketing) play a key role In order to finally apply those factors into the practical
implementation researcher should check whether all of those factors remain important for
MU For this purpose primary data should be collected by creating questionnaire which
includes new marketing mix tools
Another study conducted in the realm of marketing communications in Taiwan includes
other findings The purpose of this study was to examine how a graduate institute at National
Chiayi University (NCYU) by using a model that integrates analytic hierarchy process
cluster analysis and correspondence analysis can develop effective marketing strategies
This research revealed that even though universities and colleges in Taiwan have
increasingly realized the importance of having sound marketing strategies to stay competitive
they have concentrated their marketing strategies on promotion ndash advertising tuition
reduction scholarships etc This trend has often obscured the fact that marketing should be
based on customer needs with better efforts made to fulfill these needs Although market
segmentation and positioning enable marketers and institutional planners in higher education
to understand customer needs and to visualize institutional advantages in relation to their
competitorslsquo positions these are relatively new endeavors in educational marketing in
Taiwan
The results display that the five most important factors for studentslsquo school selection
were employability curriculum academic reputation faculty and research environment
35
Students perceived NCYU to be strongly associated with lower tuition fewer entrance-exam
subjects lower entrance-exam pass rates and easier graduation requirements (Hsuan-Fu Ho
Chia-Chi Hung 2008)
In order to verify whether such criteria are also indisputable preconditions for choosing
MU as a potential tertiary institution they should be included into the study questionnaire
As we can see that in secondary information there are many ways on how to improve
university standing and how to reach a customer But this information does not give us the
picture of Masaryk University customer why she chose MU what were the preferences to
choose it where she first time got to know about it and etc That is why for this part ndash to get
the picture of MU customer from primary data collection and then apply appropriate tools that
have been mentioned before would be a good combination for a successful marketing
campaign
24 Primary data
For the purpose of this study ndash increase MU attractiveness primary data has been
collected Researcher developed questionnaire which consists of 15 questions and randomly
gave out to international students The main goal of this questionnaire is to answer two
research questions set by researcher
1 On what element of marketing mix students relied more when choosing MU ―People
―Physical evidence or ―Processes
2 Does the possibility of domestic market employability after graduation plays the key role
for choosing MU
These two research questions will help to get a clue on how specifically to improve
attractiveness of MU
Data is analyzed by using excel Microsoft office application with support of various graphs
and tables It has been calculated that majority of respondents are current students in MU
which gives more in depth data describing university attractiveness
36
Graph 1 ―Identification of students` status
It is 62 of respondents stated that they are currently study in MU This will bring more in
depth data from the survey
Specializations have wider split up with two major elements Informatics and Medicine
amount to 32 and 27 accordingly Unfortunately there are no any students from sport
faculty As it has been mentioned respondents were chosen randomly so it can be obvious
that there is big amount of students studying or intend to study medicine and informatics
Graph 2 ―Identification variability of specializations
37
Country of origin table shows that students from Slovakia have majority Probably
because of country and national closeness to Czech Republic The second biggest majority is
students from United Kindom after them students from Russia and Hungary
Graph 3 ―Country of origin split up
Question number 4 relates to first research question (On what element of marketing mix
students relied more when choosing MU ―People ―Physical evidence or ―Processes)
which specifies the level of ―Process element in MU In general the level of handling phone
callemail is acceptable with 14 respondents answered as completely sufficient or completely
sufficient with additional information This shows that majority of students are satisfied with
first impression of contacting MU
38
Chart 3 ―Level of handling callemail inquiry
Question number 5 explains another element in first research question which is ―People It
is evident that for majority of students academic experience is the most important to know
about professors professionalism But it is also a big quantity of those who did not analyze
any information Five students responded that work experience in business sphere is a key
criteria to choose MU
Chart 4 ―Criteria for identifying professionalism of university teaching staff
The ―Process element is evaluated in question number six which explains the level of
administrative and bureaucratic functions in MU on the matter of convenience and usage
Number of courses
teachers offer
Quantity of
publication of
teachers
Work experience
in business sphere Academic
Experience Professional
title in
business
I didn`t analyze
any information
about academic
staff in MU
39
Chart 5 ―Convenience
On the chart it is shown that students rate these functions as convenient with only several
students who perceive it as rather inconvenient On the ―Usage chart it has also positive
trend representing that MU administrative and bureaucratic process is highly useful
Chart 6 ―Usage
Question number seven explains third element ―Physical evidence In graph below it is
obvious that majority of students do not check this element while choosing MU
40
Graph 4 ―Identification of processes element
69 replied negatively and 31 positively which means that this factor does not play a
key role in selecting university Majority of students rate MU facilities as comfortable It is
shown in the table below that eleven students rate facilities as good
Chart 7 ―Identification of physical evidence element
Question number nine encompasses several criteria which were taken from two elements of
marketing mix ―People and ―Physical evidence and some were not from this marketing
mix like ―ability to get employment in home country ―worldwide acceptable diploma
These two factors were taken from the second research question ―Does the possibility of
41
domestic market employability after graduation plays the key role for choosing MU Results
showed that students highly value ―ability to get employment in home country (16
respondents gave highest score) Also highly rated MU diploma as worldwide acceptable (15
respondents gave the highest score) Also for respondents it is important (with lower grading
score ndash ―4) ―Strong academic staff and ―Excellent laboratory facilities
Chart 8 ―MU criteria
Question number 10 includes set of common services that university provides to students
This question helps to understand what services MU provides sufficiently to students Results
showed that sufficient services that MU provides are almost all which have been mentioned in
the options list Only ―Small class sizes do not meet big majority expectations
a Ability to get
employment in home
country
b Strong
academic staff
d Library
facilities
c Excellent
laboratory
facilities
e Worldwide
acceptable diploma
42
Chart 9 ―MU services
Interesting results gave to the researcher questions number 11 which shows that mostly
students got to know about MU from internet search engines and from relativeslsquo advice
Graph 5 ―Media channel of MU
Question number 12 and 13 give overall satisfaction level with MU Question number 12
has been adopted from theoretical part which asks whether student is ready to enter university
again if heshe would have the same opportunity Question number 13 is double-checking this
statement Results are showing that majority of respondents would enter MU again and they
are satisfied with overall MU educational service
Reasonable
accommodation
Exchange
programs
Number of
modules
Small class
sizes
Internship
possibility
Research
environment Faculty
43
Graph 6 ―Choosing MU
Graph 7 ―General satisfaction of MU
Although researcher might observe big quantity of students who are relactant to answer
Graph derived from question 12 shows that half of respondents do not have such a strong
feeling to reenter MU The same situation is in general satisfaction of MU where 38
remained neutral
The last two questions deal with second research question And here results are varied
Graph 8 derived from question 14 depicts that MU degree is not that helpful for getting the
job back in home country Only 23 answered that degree surely will help to get a high paid
44
position 38 replied as ―probably yes 35 answered as ―not sure and 4 answered
―probably not So around 61 of respondents feel positive about successful employment
back home the rest are not that confident
Graph 8 ―Employability element
Graph 9 ―Employability element second question
If respondents replied positively on 14th
question then they were asked to state the reason
for this As it can be seen above high standard European education is playing a key role for
successful employment Also the rest of options have high scores too
45
RESEARCH REPORT
In the purpose of survey it was essential to understand which of three elements in
marketing mix (―People ―Processes and ―Physical evidence) students rely more and
therefore less while choosing MU According to study made in South Africa by Jonathan Ivy
there are seven elements in marketing mix which all equally important for improving
company attractiveness in service business Researcher of this study picked three out of
seven because they more closely respond to actual service oriented company The rest four
elements (product price promotion place) were existing before as traditional marketing mix
for all types of businesses So the element ―Processes uncovers with questions number 4 and
6 From the graphs it is obvious that students are satisfied with this marketing mix This gives
university strong point in attracting students Call email handling Information system
functionality and other bureaucratic functions work sufficiently well 22 students rated
callemail handling as positive Usage and convenience of different MU functional processes
are also positively appreciated with 13 students for convenience and 15 for usefulness From
this data it can be clearly stated that students do rely on effective functions of MU
Element ―People is identified in questions 5 9 and 10 Question 5 gives information that
students do not mainly rely on ―People element while choosing MU 9 students did not
analyze any information about professionalism of university teaching staff Meanwhile the
main factor on what students pay attention is academic experience of teachers But answers
for the questions 9 and 10 gives a tendency that students do rate criteria ―Professionalism of
teachers high but actually they give lower score for this actual criteria in question number
10 In question number 5 students chose different aspects of professionalism of teachers as a
criteria to enter MU Total score for professionalism aspects is 4+4+5+10+4=27 Also in
question number 9 criteria ―strong academic staff accumulates 17 points (it is taken only 4
and 5 levels of importance) But in question number 10 only students give only ten points for
―faculty as a sufficient service provided by MU It can be assumed that students had higher
expectation before entering into university that they have got
Element ―Physical evidence is seen as not important for respondents Graph for question
number 7 shows that 69 of students did not check elements of ―Physical evidence Also
majority of students rate university facilities as ―Good with opportunity to select ―Excellent
46
status (in question number 8) On the other hand students rate university accommodation and
research environment as high enough (question number 10) It can be concluded that during
the process of choosing university students do not rely heavily on ―Physical evidence But
they did get reasonable service in ―Physical evidence while studying in MU
Second research question states ―Does the possibility of domestic market employability
after graduation plays the key role for choosing MU After analysis of relevant graphs and
tables it became clear that this factor (possibility to get employed) is very important for
students So question number 9 gets the highest score (16) for criteria in choosing MU ndash
―ability to get employment in home country and also high score for ―worldwide acceptable
diploma Even though students rate possibility to get employed as the highest criteria to
enter MU 39 of students are not sure or don not think they will obtain high paid job back
home Here is the point to work for MU administration Students rely on high standard
European education and English language education as a key criterion for being confident in
getting well paid job (question number 15)
The data analysis process constitutes the following
1 MU has convenient and useful bureaucratic functions which are considered as a strong
point in delivering knowledge without obstacles It is difficult to identify the level of
―processes in organization but some points can be highlighted in promotion materials It can
be description of functionality of Information System or description of easy courses
registration
2 Element ―People has deviation in what is expected and what is delivered Students
have a bit higher expectations on the level of teaching staff experience and competence It is
recommended to do a deeper research on the reasons for this deviation But for now it can be
decided to arrange seminars or trainings for teacher to improve their marketing knowledge
and explain commercial tendency in market of high education
3 University ―Physical evidence is has strong rate of sufficiency The only problem that
students do not feel need to pay attention on this element Here MU administration should put
accent on Including pictures of libraries with free Wi-fi canteens computer labs which have
good and pleasant conditions
4 The most important criteria for students to choose MU is high possibility to get
employed at home But this perspective lacks consistency because there is significant amount
of students who remain uncertain in the future employability This gap can be solved by
successful decision making of three elements above ―People ―Processes and ―Physical
47
evidence But it is recommended to conduct further survey questioning the reasons of
students` uncertainty in future employability Maybe the reason is not related to some weak
points in marketing mix but the problem in home countries itself (political instability
nepotism etc)
To sum up the general situation in four factors mentioned above ―processes should be
promoted to international students as a smooth tool in obtaining degree ―people should go
through training on how to deliver lecture in contemporary commercial world of high
education market ―physical evidence should be mentioned in promotion of MU ―student
employability will be interrelated with ―people plus MU has to install closer relationship
with international companies (internships provision seminars with company representatives
professional lectures from leading companies etc)
Secondary information has also a great help in increasing university attractiveness
Viral marketing can be applied to MU because question number 11 shows that internet search
engine is a key tool how students found about MU There is a video of experience Brno life
among Erasmus Students which can be remade as a good promotion video of student life on
campus For Masaryk University very effective tool will be Google Analytics giving a wide
scope of techniques on how to track differentiate and analyze visitors ―Google Analytics is
the enterprise-class web analytics solution that gives rich insights into the website traffic and
marketing effectiveness Powerful flexible and easy-to-use features now give opportunity to
see and analyze your traffic data in an entirely new way With Google Analytics it is easier to
write better-targeted ads strengthen marketing initiatives and create higher converting
websites (Google Analytics website)
In general MU marketing politics should involve techniques mentioned by Jarvis J in his
book ―What Would Google Do Companies must learn that they are better off when they
cede control to their customers Give us control we will use it and you will win
Also it is important to read blogs There are search engines for blogs like Technorati
Icerocket Google Bloglines Pub-sub where MU marketing officials can search for MU
discussion groups or some topics
MU officials should constantly maintain ―conversation with current students It is a good
idea to start communication with those bloggers who care enough to talk about MU products
and service and brand The least MU officials can do is engage them and join the
conversation Even further step can be done Ask consumers what they think MU
48
administration should do MU will end up with better products and do a better job selling
them to more satisfied customers who can even help each other if MU officials let them
Next it will be effective to start university blog where students openly and forthrightly
share the problems and the solutions as they occur There is no reason why a university dean
should not open a direct conversation with the public That will do more to change the
culturemdashto finally make it customer-focused and mean itmdashthan a dozen consultants a
hundred off- sites or a million ad impressions
During of development process of some programs or anything in university it is better to
involve students in this process also
The last but not the least is links on the website of MU There are three links on the ESF
faculty One of them is ―Review of economic perspectives ―call for papers and Citi Bank
banner There should be more links to Headhunters conferences industry associations
current job opportunities etc This gives website alive image and helpful time spending
49
CONCLUSION
This study has been conducted in favor of future Masaryk University prosperity in the
current commercial world Researcher had a strong motivation to give helpful secondary and
primary information which will foster university educational process in the frames of
contemporary world
Of course any research comes up with further recommendations to analyze questionable
matters in results obtained Researcher believes that this work is just another step to constant
need of self-improvement
Researcher advices to put more accent on IT support to promote university image and
therefore increate its attractiveness (Harry Hayward 2011) mentioned that 80 million hours
of video loaded to YouTube every minute So there is high potential for promotion Viral
video of MU will hit several aspects of university improvement brand product suite
differentiation lifestyle according to Dr DJToncich Apart of that it is recommended to
build system of values believes and attitudes among students and university staff and
promote this in the future According to Dr Mark Putman it is essential nowadays to educate
university staff about strategic role of marketing and branding Website analytics would be
useful for measurement and marketing analysis Search optimization engine is another tool on
how to maintain university webpage in the top 10 results in Google chrome or other web
search engines On YouTube there is option to post advertisement of a company only in the
videos which are related to the sphere of products or services company offer So MU might
sign a contract of including its advertisement on videos which has key words as ―education
―high ―in English etc
According to primary data obtained it is obvious that several aspects in MU marketing
mix do not match high criteria among students Once one factor ―People would be solved
through trainings and constant updating knowledge of personnel another interrelated problem
will be offset ndash ―Employability But there is no any research done on interdependence of
these two factors so for further analysis of situation another research should be taken The
main purpose of this research would be identification of cause and effect linkages between
50
―People ―Employability and other factors which influence studentslsquo ability to get high paid
job back home And there are a lot of those factors starting from political situation in the
country to the level of corruption and nepotism
MU has potential to improve its educational process as we do the students because we are
the main customers for our university But one thing should not be forgotten and it is
companies which have strong notion about reality in one or another specialization That is
why my last advice for Masaryk University is to appeal as a liaison entity between students
and companies
51
REFERENCES
Barabba Vincent P Zaltman Gerald 1991 ―Hearing the Voice of the Market Competitive
Advantage Through Creative Use of Market Information Chapter 5
Conway Tony Stephen Mackay David Yorke (1994) Strategic Planning in Higher
Education Who Are the Customers International Journal of Educational Management
Vol 8 Iss 6 pp29 ndash 36
Cooper Donald R Schindler Pamela S 2003 ―Business research methods 8th ed
Dillman Don A 2000 ―Mail and Internet Surveys The Tailored Design Method 2nd
Edition New York
Dekeba Alemayehu 2003 ―Basic of Marketing Research Methods
URL httpwwwglobuszcomebooksMarketingResearchindexhtm
Hemsley-Brown JV and Oplatka I2006 Universities in a competitive global marketplace
a systematic review of the literature on higher education marketinglsquo International Journal
of Public Sector Management Vol 19 No 4 pp 316-338
Harry Hayward ―The power of digital storytelling 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Hair Joseph F - Bush Robert P - Ortinau David J ―Marketing research within a changing
information environment 3rd ed2006
Hsuan-Fu Ho Chia-Chi Hung Marketing mix formulation for higher education An
integrated analysis employing analytic hierarchy process cluster analysis and
correspondence analysis International Journal of Educational Management Vol 2 Iss
4 2008
Jarowski Ajay K Kohli and Arvind Sahay 2000 ―Market ndash Driven Versus Driving
Markets Journal of the Academy of Marketing Science 45-54
Johnson Bob ―Mobile marketing in higher education getting ready for 1012 and beyond
2011
URLhttpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Jarvis J ―What Would Google Do Adobe Acrobat eBook Reader 2008
52
Jonathan Ivy A new higher education marketing mix the 7Ps for MBA marketing
International Journal of Educational Management Vol 22 Iss 4 2008
Kotler Philip Fox Karen FA 1985 Strategic Marketing for Educational Institutions
Mora Michaela ―What Is Statistical Significance 2011
URL httprelevantinsightscomtagsample-size
Nha Nguyen Gaston LeBlanc 2001 Image and Reputation of Higher Education Institutions
in Studentslsquo Retention Decisions International Journal of Educational Management
Vol 15 Iss 6
URL httpwwwemeraldinsightcomjournalshtmarticleid=838798amp
Oppenheim ldquoQuestionnaire Design Interviewing and Attitude Measurementrdquo 1992
Oud Jacqueline 2004 ―Market research versus marketing research
Pimpa Nattavud 2003 ―Internationalization and trade in higher education opportunities and
challenges
Putnam Mark ―Do you drive the agenda or go along for the ride 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Rakhee Vyas Anne L Souchon 2003 Symbolic Use of Export Information A
Multidisciplinary Approach to Conceptual Development and Key Consequences
International Marketing Review Vol 20 Iss 1 pp67 ndash 94
URL httpwwwemeraldinsightcomjournalshtmarticleid=855530
Rich Lyons ―Authentic branding how creating a school brand with culture and curriculum
just might help save us 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Robert S Michael ―Inquiry amp Scientific Method 2002
URL httpwwwindianaedu~educy520sec5982week_1inquiry_sci_method02pdf
Rodriguez G ―5 Questions to Help You Understand Your Customer 2004
URL httpwwwpowerhomebizcomvol146customerhtm
Sekaran Uma Bougie Johan Roger Gisbert2009 ―Research Methods for Business a Skill
Building Approach 5th ed
Singleton Royce A Jr and Bruce C Straits 1999 Approaches to Social Research (3rd
Edition) New York Oxford University Press
Smith Scott M Albaum Gerald S 2005 ―Fundamentals of Marketing Research
Snyder Bruce ―Maximizing the power of web analytics 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Toncich ―Study and Learning in the Australian University System
53
URL httpwwwdoctorteenetfilesunibook04_ppdf
WEBSITES
Experiment-Resourcescom ―Comparing Quantitative and Qualitative Research 2009
URL wwwexperiment-resourcescomquantitative-and-qualitative-researchhtml
Higher Education Marketing Company Canada
URL httpwwwhigher-education-marketingcomcontact
Google Analytics website
URL httpwwwgooglecomintlenanalytics
54
Appendix A Questionnaire
Dear respondent this questionnaire is created in terms of Master`s degree diploma thesis The main goal of
this survey is to improve Masaryk University attractiveness by deriving the reasons for choosing Masaryk
University in obtaining a degree The answers will be kept as confidential and would not be used in any
other purposes other than for this research If you would have any questions regarding the results of this
survey please contact me
Ilya Shaiderov (380502mailmunicz)
Thank you for your cooperation
1 Are you a current or prospective student ____________________
2 What specialization you are obtaining or intend to obtain in MU ____________________
3 Please specify your country of origin ____________________
4 Please rate the level of handling your first phone callemail inquiry by MU staff (only if it is
applicable to your case)
1 2 3 4 5
5 While considering MU as an option to study what criteria did (do) you analyze to check
professionalism of university teaching staff (you may choose several options)
a Number of courses teachers offer
b Quantity of publication of teachers
c Work experience in business sphere
d Academic Experience
e Professional title in business
f I didn`t analyze any information about academic staff in MU
No response
Insufficient response
Sufficient enough
Completely sufficient with additional information
Completely sufficient
55
6 (Only for current students) Could you characterize the process of courses registration usage of IS
system and other administrative and bureaucratic functions of university (please choose one in each
scale)
Convenience
1 2 3 4 5
Usage
1 2 3 4 5
7 (For both current and prospective students) While choosing MU did (do) you check quantity of
books in university library accessibility of electronic databases new editions of study materials
overall quality of library
Yes
No
8 (Only for current students) Please rate MU facilities (buildings classrooms computer labs etc) on
the matter of ―comfortability
1 2 3 4 5
Excellent Good Sufficient Not enough Bad
Completely Convenient
Rather Convenient
Convenient Rather Inconvenient
Completely Inconvenient
Completely Useful
Rather Useful
Useful Rather Useless
Completely Useless
56
9 (For both current and prospective students) How do you rate the following factors as criteria for
choosing MU (1- least important 5 ndash most important)
a Ability to get employment in home country
b Strong academic staff
c Excellent laboratory facilities
d Library facilities
e Worldwide acceptable diploma
10 Please choose (mark ―V) services that MU sufficiently provides to you as a student (in case you
are prospective student - should be provided)
___ Reasonable accommodation (covered by student)
___ The number of modules in the degree and big variety of elective courses
___ Student exchange programs
___ Research environment (sufficient up to date study materials computer labs laboratories etc)
___ Small class sizes
___ Internship possibility
___ Faculty (profound selection of PhD and profession specialists)
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
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e
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a
q
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f
r
o
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h
e
d
o
c
u
m
57
11 From what source you first found out about Masaryk University
a Website search engine
b Advice of friends parents etc
c TV
d Newspaper please specify____________
e Journals please specify____________
f Billboards
g Website banners please specify website_______________
h Other source__________________________
12 (Only for current students) If you had do it over again would you still choose MU If not please
specify why
a Yes
b Not sure
c Probably would
d Probably would not (please specify why)
__________________________________________________________________________________
__________________________________________________________________________________
________________________________________________________________
13 (Only for current students) Please describe your level of general satisfaction with university
a Not satisfied at all
b Neutral
c Satisfied
d Very satisfied
58
14 (For both current and prospective students) Do you think MU degree will help you to get above
average salary in your home country
a No b Probably not c Not sure d Probably yes c Yes
15 If you think that MU degree helps to get well paid job in your home country what might be
reasons for that (more than one reason can be selected)
a High standard European education d Possibility to pass internship in Europe
b Degree specialization choice e Other_________________________
c Education in English language
iii
Abstract
The objective of this paper is to analyze the reasons for choosing Masaryk University among
international students studying in English language and identify the ways on how to improve Masaryk
University overall attractiveness among this market segment based on best practice solutions in this
sphere and obtained primary data The trend of the work represents theoretical analysis of marketing
research insights and their further application into practical part Practical part consists of survey design
and its implementation along with collected data analysis and future recommendations
Exploratory research has been chosen as a research design in order to clarify relevant issues and
uncover variables associated with a research goal Primary data was collected through structured
quantitative questionnaires which gathered 26 respondents Data was coded and tabulated by Microsoft
Excel spreadsheet application
Results suggest that current and prospective students perceive two most important criteria for
choosing Masaryk University ―people ndash which is competitive academic staff and employability after
graduation Two other criteria ―processes and ―physical evidence were not in studentslsquo main concern
even though Masaryk University has above average scores of those two criteria So it has been
recommended to improve previous two criteria (―people and employability) along with promotion the
other two (―processes and ―physical evidence)
KEYWORDS marketing research higher education quantitative research marketing mix viral
marketing website analytics blogs marketing
Declaration
I declare that this work has been completed by me independently under the direction of Ing
Radoslav Škapa PhD I have used no sources or aids other than those cited
Brno 26042012
__________________________________
Ilya Shaiderov
iv
ACKNOWLEDGEMENTS
This work would not gain such academic and practical weight as it would not be under
constant coordination of Ing Radoslav Škapa PhD his persistence and patience
Choosing a topic and further theoretical and practical implications in this work were
supported by my internal motivation to truly conduct all steps of marketing research Topic
―Quantitative marketing research proposed by Ing Radoslav Škapa PhD was indeed
something I was looking for It encompasses two main steps in any research theory and its
implication which to my point of view prepares a good specialist for the professional career
I am also grateful to all respondents who participated in my survey for their time and
serious approach to this process
Brno in April 2012
Ilya Shaiderov
Number of words 17 750
v
ACRONYMS
HE Higher education
MU Masaryk University
vi
Table of Contents
INTRODUCTION 1
LITERATURE REVIEW 3
1 THEORETICAL PART 5
11 Marketing versus Market research 5
12 Quantitative versus Qualitative Research 5
13 Marketing Research Process 6
14 The Research Plan 13
15 Measurement 13
16 Designing Questionnaires 14
17 Inaccuracy 15
18 Ambiguity 16
19 Hints to improve quality of questionnaire 18
110 Sampling procedures in Marketing Research 20
111 Editing Coding and Descriptive Analysis 23
112 Research Errors 24
2 PRACTICAL PART 25
21 Marketing Research Process Applied 25
22 Analysis and interpretation of data 28
23 Secondary data 28
24 Primary data 35
RESEARCH REPORT 45
CONCLUSION 49
REFERENCES 51
Appendix A Questionnaire 54
1
INTRODUCTION
―The elements of globalization in higher education (HE) are widespread and
multifaceted and the HE market is now well established as a global phenomenon especially
in the major-English speaking nations Canada the US Australia and the UK In the context
of increasing competition for home-based and overseas students higher educational
institutions now recognize that they need to market themselves in a climate of international
competition (Hemsley-Brown JV and Oplatka I2006)
The main idea of this research is to analyze secondary information about HE marketing
around the world to detect potential solutions to MU (Masaryk University) problem
(attraction of international students) After this set of potential solutions will be developed
there will be next step ndash verification on the extent of those solutions match with real MU
situation To get this verification researcher should proceed to obtain primary data including
questions that will prove or disprove world practices in HE marketing solutions The final
result of this procedure will be mix of proved MU problems which exist in world practices
(solutions will be applied according to secondary data) and problems which inherent only in
MU university (in this case researcher should propose potential solutions which will improve
current situation)
In order to increase accuracy of primary data collection common research errors will be
taken into consideration and verified according to proposed procedures Errors are briefly
mentioned in the practical part but the detailed explanation of some of them will take place
only if one of those will arise during the research process
Research goal of this study is to identify ways on how to increase students` inflow into
MU by means of detecting general preferences of MU customers (prospective and current
students) The motivation to reach this goal is coming from the secondary information
gathered Despite the fact that HE marketing is a new stream in marketing itself there are
many tools on how to increase studentslsquo enrollment University potential to increase
international studentslsquo inflow derives from university image reputation branding mobile
marketing Google analytics and many more which is explained in secondary information
part Motivation to improve MU HE marketing activities comes from the point that current
students have more possibilities to travel abroad ―It has been estimated that more than 16
2
million students study outside of their home countries with more than 547000 studying in the
United States (Pimpa 2003) So there is a huge potential for universities to attract
international students through marketing campaigns
In this work MU considers as an organization which has a goal to increase quantity of
students enrolled from abroad For this reason any company should understand its customer
(needs threats and opportunities) Usually company has several categories of customers
―Some buy because they find your price to be the lowest some because they find your
services to be outstanding while some purchase from you because of your reputation in the
industry (Rodriguez 2004) Even though there is set of categories of customers the main
feature always exists So this work is devoted to depict the ―main customer for Masaryk
University
For this purpose quantitative marketing research is a tool to solve this Different
categories of customers give criteria to improve sales for a company ―It is important that you
know what customers consider most valuable about your products or services (Rodriguez
2004) That is why quantitative marketing research would bring up those values of the MU
education for further improvement Moreover it will display disadvantages of MU higher
education which after all should be improved to make them as advantages
Results of marketing research have several consequences The first one company gets
closer to its customer and it can promote its products according to customer characteristics in
social class lifestyle marital status and etc The second one company might redesign its
product or service according to specific advices of customers And last one is that a company
can find one more target market which responds to company marketing mix All these items
allow marketing manager to crystallize its target market and give ways to increase sales But
the final destination for a company is to transform from market driven entity to market
driving one
An article published by Jarowski Kohli and Sahay in 2000 year ―Market-Driven
Versus Driving Markets states that in general there are two main strategies to market
orientation ―1) traditional market driven approach based on understanding and reacting to the
preferences of customers and actions of players (customers competitors) within a given
market structure and 2) driving markets by influencing the structure of the market andor the
behavior of market players (customers competitors) in a direction which would enhance the
position of the focal business (Kohli Sahay 2000) They also argued that these two
approaches are complementary because a company can in the beginning use market driven
3
approach to support its sales and generate profit and after shift to more market driving
approach In general it is difficult to state that market driving approach is the future for all
companies which seek success for a long term But there is certainty that if a company keeps
track on current tendencies on the market it might propose some products which would be
highly demanded in the shortest future Vyas and Souchon (2003) argued that experience in
specific markets might lead to intuitive understanding of customers` future needs or wants
that would facilitate a market driving approach focused on said customers` unstated or
unknown needs
Once a company needs to know its customer the only way to do it is to ask a
customer It can be done by means of primary or secondary researches which have several
pros and cons Also primary research has two options quantitative or qualitative marketing
research
LITERATURE REVIEW
The definition of education marketing was created by (Kotler and Fox 1985) in the
following form ―The analysis planning implementation and control of carefully formulated
programs designed to bring about voluntary exchanges of values with a target market to
achieve organizational objectives
The conception of a client in the tertiary education sphere was one of the main topics
in 1990s For example (Conwey 1994) highlights that there are two perspectives of
approaching a university client In the first case the clients are students who are offered study
programs by universities In the second notion the clients are employers and companies to
whom students present the product of the university
Students remain as a main target group for universities and marketing communications
directed to their needs and preferences From this point applicability of traditional marketing
research process takes place Thorough description is given by (Smith and Albaum 2005)
who gave clear and simple path of stages in marketing research process
In the problem formulation stage (Barabba Zaltman 1991) gave strong arguments for
differentiating management problem from a research problem They emphasize on the ability
of researcher to translate management problem into research problem
4
(Robert S Michael 2002) gave the most profound characteristic of scientific method
of inquiry which has been chosen for this study Two stages of his proposed method of
inquiry are not included due to different research design taken for this study ndash explorative
(Cooper Schindler 2003) stated several compelling reasons for sampling They
mentioned two types of sampling one of them has been incorporated into this work ndash
probability sampling
Measurement of variables in this work has been done according to (Hair Bush
Ortinau 2006) by assigning numbers and labels to multiple choice answers in questionnaire
The matters of ambiguity and inaccuracy in research have been covered by (Smith
Albaum 2005) (Hair Bush Ortinau 2006) and (Sekaran Bougie 2009)
Research questions arose from two articles wrote by (Jonathan Ivy 2008) and another
one by (Hsuan-Fu Ho Chia-Chi Hung 2008) (Jonathan Ivy 2008) argued in his article that
there are three more elements in marketing mix when talking about service oriented business
like university Those elements were given names as ―People ―Processes and ―Physical
evidence (Hsuan-Fu Ho Chia-Chi Hung 2008) included another important factor for
university promotion and it is the extent of employability after graduation from university
(Dr DJ Toncich2008) is talking about deviations in university slogans and real
university standing In his article there is also explanation of the ways on how to promote
different parts of university image Along with this (Nguyen and Le Blanc2001) emphasize
on market positioning (Bonardi amp Ekwulugo 2003) claimed customer oriented approach that
university should take into promotion and development educational process
Partially (Harry Hayward 2011) touched the matter of video clips as effective tool to
promote university image With support of (Bruce Snyder 2011) web analytics became
another effective tool of keeping track of different target markets and customer preferences
tendencies
(Jarvis J 2008) emphasize on overall marketing politics which encompass existing
blogs analysis creation of internal and external blogs for sharing ideas problems and
thoughts among students and university staff He also proposes to include useful links in
company website
5
1 THEORETICAL PART
11 Marketing versus Market research
It is essential to differentiate those two terms in order not to be mistaken in research
process In the article ―Market research versus marketing research by Jacqueline Oud
market research provides more general information about the market This research can
answer such questions as country specifications market potential and accessibility overall
customer information (who what where when and how) On the other hand marketing
research has more detailed and deep information about customers and their attitude toward
company products This research can be done through interviews customerslsquo feedbacks after
product trials follow-up of the consumer and its behavior It means that marketing research
can include market research but not vice versa
Usually those two terms are used together because market and marketing research can
interconnect during the process of identifying product positioning So this study is
concentrated mainly on conduction marketing research If from the survey it becomes obvious
that some reasons of MU choice related to university environment (eg country
specifications) it will be made partial market research using secondary data
12 Quantitative versus Qualitative Research
The primary aim of a Qualitative Research is to provide a complete detailed description
of the research topic Quantitative Research on the other hand focuses more in counting and
classifying features and constructing statistical models and figures to explain what is
observed
The researcher serves as the primary data gathering instrument in Qualitative Research
Here the researcher employs various data-gathering strategies depending upon the thrust or
approach of his research Examples of data-gathering strategies used in Qualitative Research
are individual in-depth interviews structured and non-structured interviews focus groups
narratives content or documentary analysis participant observation and archival research
6
On the other hand Quantitative Research makes use of tools such as questionnaires
surveys and other equipment to collect numerical or measurable data
Qualitative Research is primarily subjective in approach as it seeks to understand human
behavior and reasons that govern such behavior Researchers have the tendency to become
subjectively immersed in the subject matter in this type of research method
In Quantitative Research researchers tend to remain objectively separated from the
subject matter This is because Quantitative Research is objective in approach in the sense
that it only seeks precise measurements and analysis of target concepts to answer his inquiry
(Experiment-Resourcescom 2009)
The question remains what method should be used after all This study aims to find out the
answer to an inquiry through numerical evidence so quantitative research is applicable in this
case If in the future researcher would like to explain further why this particular event
happened or why this particular phenomenon is the case then Qualitative Research comes
into practice
13 Marketing Research Process
According to Karole Friedmann (2003) Director of Products and Services for the
marketing services company Market Research Project Management Inc marketing research
project will be effective only if the information it provides leads to better business actions
decisions products or strategies In general marketing research is correlated with decision
support system when company executive decreases the risk of uncertainty by conducting
research Successful marketing research provides options for future actions in company
strategy High quality marketing research is proportional to high quality decision
―Marketing research is the systematic and objective search for and analysis of
information relevant to the identification and solution of any problem in the field of
marketing There are several important points in this definition First marketing research is a
systematic search for and analysis of information Careful planning throughout all stages of
the research is a necessity Researches must start with a clear and concise statement of the
problem to be researched Good research practice requires that the information sought the
methods used to collect the information and the techniques employed to analyze the
information be systematically and carefully laid out in advance (Smith Albaum 2005) Also
7
objectivity of marketing research plays another important role in successful marketing
research This criterion allows omitting escalation of commitment and clearly reflecting
current situation
There are pitfalls during marketing research process The most common ones are pseudo-
research and advocacy surveys Pseudo-research is done simply to come up with desired
results There is no objective and ethical approach Advocacy surveys are developed in such a
way that serves the needed answer Along with these two pitfalls the major one for doing
successful research is escalation of commitment when researcher is unable to consider other
variants of research results All these drawbacks might lead to waste of time and money spent
for research
Marketing research process consists of nine steps
Problem formulation
Method of inquiry
Research method
Research design
Selection of data collection techniques
Sample design
Data collection
Analysis and interpretation of data
Research report (Smith Albaum 2005)
Problem Formulation
―From the researcher`s point of view problem formulation means translating the
management problem into a research problemhellip An accurate problem formulation specifies
the types of information needed to help in solving management problemhellip the quality of
thinking about an issue (ie a problem situation) prior to data collection largely determines
the quality of thinking (ie analysis and problem solving) after the data have been collected
(Barabba Zaltman 1991)
Problem itself contains several components
1) The manager(s)decision maker(s) and his her or their objectives
2) The environment or context of the problem
3) The nature of the problem
8
4) Alternative courses of action
5) A set of consequences that relate to courses of action and to the occurrence of events not
under the control of the manager
6) A state of uncertainty as to which course of action is the best (Smith Albaum 2005)
Objectives have wide scope of variability starting from profit increase to serviceproduct
improvement ―The fewer the objectives of any study the easier it is to keep track of progress
toward the objectiveshellip Objectives vary from jointly agreed-upon corporate objectives to the
individual objectives of each employee (Smith Albaum 2005)
Environment of the problem can be related to the market research because it encompasses
such aspects as level of income and rate of growth in the market degree of competition and
government regulation Upon that it might also consider consumer tastes and preferences
Environment has a wide set of factors so researcher should define those factors which are
relevant to the problem
Method of Inquiry
The next stage in marketing research process is method of inquiry or method of
investigation The most objective and reliable is scientific method This method is effective
during the starting point and during the process of results check The main and most profound
characteristic of this method is objectivity It consists of the steps listed below
1 Observation and description of a phenomenon or a group of related phenomena An
investigator has little of prior information This is the stage when qualitative methods may
provide considerable information about what-is
2 Formulation of a hypothesis to explain the phenomena In educational research the
hypothesis is often a question about the relationship between or among variables that may
influence learning The hypothesis may be one that merely asks whether a relationship exists
(correlation research) or the hypothesis may state a cause-and-effect relationship
3 Predict the existence of other phenomena using the hypothesis or predict the results of new
observations
4 Conduct experimental tests of the predictions by several independent experimenters who
use proper experimental methods (Robert S Michael 2002)
9
Research Method
In addition to method of inquiry researcher should select research method There are two
types of research methods experimental and nonexperimental In former type of method
researcher can intervene into research experiment and control external variables It is vice
versa in nonexperimental method (Smith Albaum 2005)
Research Design
Another step in marketing research process is research design which is considered as
specific methods and procedures to obtain information needed Research design stipulates
what information to collect from what sources and using what procedures The key marker of
successful design is whether information collected relates to research problem along with
objectivity and efficiency There are three classes of designs ndash exploratory descriptive and
causal In exploratory design researcher identifies and formulates problem along with
development of alternative courses of action It is also considered as a first step in a broad
study in order to get sufficient knowledge and narrow down the problem area Sequence in
exploratory studies lead to three steps
Search of secondary information
Interview experts in a given field
Checking similar situations
Descriptive research design is more narrowed in contrast to exploratory one In former
specific research questions are postulated already The research problem is familiar and
specific This research is preplanned and structured Descriptive research covers such areas as
product research promotion research distribution research and pricing research
Causal studies help to predict causes of deriving such hypothesis The key purpose here is to
define relationships of causal factors to the effects of our prediction Researcher might build
a chart depicting several possible factors that brought situation to a current condition If there
is only one factor this would directly have influence on the situation If there is more than one
factors it is time to verify which one of those led to situation change This approach is called
casual relationship If there is only one factor there might be applicable deterministic
causation Another type of causal studies in probabilistic causation which is expanded version
of deterministic causation with more than one variable (Smith Albaum 2005)
In marketing research sources of information vary but serve as a tool to decrease uncertainty
and check hypothesis There are secondary sources respondents natural experiments
10
controlled experiments and simulation Secondary sources are taken from external
organizations which conducted research with similar purposes Usually it is statistical
committees government bodies NGO`s and etc Respondents also serve as a source of
informative and behavioral information Experiment usage might also bring valuable
information Sometimes it is better (high expenses time shortage) to implement simulation to
a certain situation Simulation is considered as a set of techniques for manipulating a model of
some real world process to find numerical solutions useful in the real process being modeled
(Smith Albaum 2005)
Selection of data collection techniques
Information itself is divided into three categories primary secondary and commercial
Secondary information is gathered by passing actual research conduction Primary
information is coming from data collected by investigator and serve as a main answer to
research question Commercial data is collected by marketing agencies and contains primary
and secondary information
It is better to start collecting secondary information first because it is less expensive and it
can offset the need of doing own research Even though if it will not solve the problem
secondary information can clarify the problem in more detail and help to develop advices to
research questions Also help in planning the gathering of primary data and defining the
population and selecting the sample
Secondary Information
Secondary information has two types ndash internal and external Internal information can be
found within the company past researches and report whereas external is outside of the
company Using internal secondary information will shed light on model and size of product
by area kind of account and industry medium amount of sales by area sales volume
percentage share of sales by product model product size etc External secondary information
allows verifying overall size of market characteristics of market features of competitor
products prices and promotion (Smith Albaum 2005)
Primary Information
The major source of marketing research is primary data In the process of gathering this
data researcher deals with respondent Respondent is a person who provides answers to the
11
questionnaire developed by researcher Answers are not the only findings that can be
collected in primary data collection Respondentslsquo behavior is another key aspect to observe
and analyze future choice of consumer
The main advantage of primary data collection is itlsquos up to date information which respond
researcherlsquos main criteria ndash the extent of the obsolescence of collected data That is why
primary data gives more realistic view to the researcher Another advantage is that primary
information can be collected in varied ways from interview to email questionnaire This gives
researcher flexibility in choosing process Cost and time spend to acquire this type of
information varies It can be attributed to the quantity of respondents should be asked their
accessibility in terms of location and etc So it is the researcher who decides whether to
collect primary data or not based on availability of secondary data time and budget of
research
The main disadvantage of primary data collection is incorrect questionnaire design
(questions answer options place of survey and etc) If doing so researcher may mislead
himself in data analysis and come up to a wrong conclusion Time might be another aspect to
consider as disadvantage for collecting primary data There is higher possibility to obtain
statisticalmarket research from some agency already prepared rather than spending time in
collecting surveys analyze them and synthesize to make final conclusion The best option is
of course to attain secondary information about the topic and then based on its outcomes
collect primary information
In this study will only be included quantitative techniques Questions will be included to
derive attitude to contemporary high education among students
Sample Design
It is rare that in marketing research the whole population is analyzed Sample is mainly a
small representative group of people that reflects all potential consumers Sample selection is
derived from consideration of the relevant systematic and variable errors that might occur
during the research process (Smith Albaum 2005) ―There are several compelling reasons
for sampling including (1) lower cost (2) greater accuracy of results (3) greater speed of
data collection and (4) availability of population elements There are two types of sampling
to choose nonprobability and probability sampling Probability sampling is based on the
concept of random selection ndash a controlled procedure that assures that each population
element is given a known nonzero chance of selection In contrast nonprobability sampling is
12
arbitrary and subjective Each member does not have a known nonzero chance of being
included (Cooper Schindler 2003)
Analysis and Interpretation of Data Collected
The first step in processing of data is editing of complete schedulesquestionnaires Editing
is a process of checking to detect and or correct errors and omissions Editing is done at two
stages first at the fieldwork stage and second at office
Field editing
During the stress of interviewing the interviewer cannot always record responses
completely and legibly Therefore after each interview is over he should review the schedule
to complete abbreviated responses rewrite illegible responses and correct omissions
Office editing
All completed schedulesquestionnaires should be thoroughly checked in the office for
Completeness accuracy and uniformity
Coding
Coding means assigning numerals or other symbols to the categories or responses For
each question a coding scheme is designed on the basis of the con med categories The coding
schemes with their assigned symbols together with specific coding instructions may be
assembled in a book After the transcription of data is over data are summarized and arranged
in a compact form for further analysis This process is called tabulation
Tabulation
Thus tabulation is the process of summarizing raw data and displaying them on compact
statistical tables for further analysis It involves counting of the number of cases falling into
each of several categories
Tabulation can be done by hand or by mechanical or electronic devices The choice depends
upon the size and type of study cost considerations time pressures and the availability of
tabulating machines or computers In this project tabulation and statistics will be done by
using Microsoft excel spread sheet (Debeka 2003)
The Research Report
―Results of the research can be described in short or in long reports Short reports are
appropriate when the problem is well defined is of limited scope and has a simple and
straightforward methodology Short reports are about five pages Long reports are of two
13
types Technical report is written for an audience of researchers And management report
written for the nontechnically oriented manager or client (Cooper Schindler 2003) This
paper is considered to be a tool for a managing director (dean) of the university who might
not have research background so the results of the research will be represented as managerial
report
14 The Research Plan
Research plan is needed to organize everything in a way that each stage would clearly
derive from the previous one It is a tool to control and follow up all procedures of research
project It starts off with stating objectives (primary and secondary) then problem analysis
(includes research problems questions hypotheses interconnection between objectives and
problem) Research design is next one It has four subsets (1) research methodology (how the
research will be made) (2) research techniques (methods and procedures for data gathering)
(3) sample design and selection (what is the size of sample is there any subsamples how you
will make sure that it is representative sample How the sample size was determined) The
fourth stage of research plan is proposed analysis (tabulation procedures cross-analysis
tabulations and their reasons type of statistical analysis) (Smith Albaum 2005)
15 Measurement
In marketing research measurement plays a key role Accurate measurement of variables
brings to right results and therefore to right management decisions The main goal of accurate
measurement is to characterize customers` attitude toward a product ―Researchers use the
measurement process by assigning either numbers or labels to (1) people`s thoughts feelings
behaviors and characteristics (2) the features or attributes of objects (3) the aspects of ideas
or (4) any type of phenomenon or event using specific rules to represent quantities andor
qualities of the factors being investigated For example to gather data that will offer insight
about people who shop for automobiles online (a marketing phenomenon) researcher collects
information on the demographic characteristics attitudes perceptions past online purchase
14
behaviors and other relevant factors associated with these people (Hair Bush Ortinau
2006)
Two of the primary criteria of evaluation in any measurement or observation are
Whether we are measuring what we intend to measure
Whether the same measurement process yields the same results
These two concepts are validity and reliability Reliability is concerned with questions of
stability and consistency - does the same measurement tool yield stable and consistent results
when repeated over time Validity refers to the extent we are measuring what we hope to
measure (and what we think we are measuring) To apply these concepts to social research
we want to use measurement tools that are both reliable and valid We want questions that
yield consistent responses when asked multiple times - this is reliability Similarly we want
questions that get accurate responses from respondents - this is validity (Smith Albaum
2005)
16 Designing Questionnaires
After determining established set of scale measurements it is the time to format them into
an instrument for collecting raw data from respondents The purpose of designing reliable
questionnaire is to collect high quality primary data which can be easily transformed into the
information for the manager The main principle in developing questionnaire is its logic
objective and consistent approach rather than creative way of questions development
Everyone understands that words go into questions and that questions go into questionnaires
but not everyone understands that writing questions does not give you a questionnaire (Hair
Bush Ortinau 2006)
During the procedure of formulating and asking questions response nonresponse errors
occur Nonresponse errors can occur due to the length of questionnaire or questions their
complexity or inclusion of personal questions To avoid such type of error it is necessary to
use innovative way of questions formulation by keeping them concise and in the same time
sufficient enough The next step is to shuffle up the formats of questions to keep interest of
respondent to answer Keeping respondent well informed about directions of each part of
questionnaire is also important Researcher should put emphasis on style and format of
questionnaire (font color of paper graphic attributes etc) The final aspect is numbering the
questions to help keep track for both researcher and respondent
15
Response error rise when the actual value of variable contradicts with one in the report
This error can rise from both sides researcher or respondent Respondent is considered as a
person who provides information through communication (interviews questionnaire) or
observation (researcher observe behavior of respondent) Response error though can occur
during one or both of those processes To verify reasons of errors researcher should analyze
steps in delivering information The first one is information formulation and the second is
information transfer Inaccuracy happens during formulation step and ambiguity during
information transfer to respondent (Smith Albaum 2005)
17 Inaccuracy
Inaccuracy as a cause of questionnaire design means that false report is obtained from the
attitudes preferences beliefs feelings of respondent Questions and scales must be used that
enable to get the whole picture of respondent perception on the matter rather than to get a
fragment of his perception Accuracy itself refers to the degree to which the data provide the
researcher with a description of the true state of affairs From this point ―questionnaire design
precision rise up which is the extent to which a questionnaire design can reproduce similar
results over repeated usages (Hair Bush Ortinau 2006)
There are two types of inaccuracies predictive and concurrent Former one is caused by
inaccurate intentions of researcher during problem formulation Concurrent inaccuracy
happens when respondent intentionally provides inaccurate information
Inability to respond and unwillingness to respond are the most common concurrent
inaccuracies Inability to respond happens when question is posed the way it is hard to answer
without certain actions of respondent (check look up some features of product in question)
These problems might occur if respondent does not remember product features questionnaire
is unrealistic badly designed or directed to improper person Also if construction of questions
is developed with misuse of words or general terms
―Unwillingness to respond deals with motivation of respondent Respondent will not
provide accurate or any information due to several costs One of them is time costs which
require respondent to spend time for questionnaire completion So if respondent is busy or
questionnaire is too long she would answer the questions as quick as she can without paying
attention to accuracy For this reason questionnaire section will contain this phrase ―Do you
16
have time now to answer questions or would you rather set a time when I could contact you
again
Second problem is perceived loss of prestige Some questions might influence prestige of
respondent and then he tends to answer in a way not to lose his prestige which leads to
inaccurate answer Examples of areas which involve prestige level is age income educational
level and job position The main key to solution of this problem is to ask for information
twice in different ways
Third area of questions that might bring to unwillingness to respond is invasion of privacy
If questions touch private information about respondent inaccuracy and nonresponse take
place Such area includes questions about family matters income and money attitude finance
respondent hygiene political views religion and etc In this case indirect questions can help
or in case of direct questions still have to placed they should be included in the end of
questionnaire (Smith Albaum 2005)
18 Ambiguity
Ambiguity is considered as errors in constructing written and oral words or behavior
Inaccuracy errors occur during the formulation of information whereas ambiguity errors
happen during transfer of information through communication or observation Unambiguous
situation is the one where researcher asks question and respondent answer based on the same
meaning of words In this case two phase process takes place When question interpreted by
respondent has the same meaning as it is in interpretation of researcher And answer by
respondent is understood the same way as by researcher (Smith Albaum 2005)
―The language of the questionnaire should approximate the level of understanding of the
respondents The choice of words will depend on their educational level the usage of terms
and idioms in the culture and the frames of reference of the respondents If some questions
are either not understood or are interpreted differently by the respondent the researcher will
obtain the wrong answers to the questions and responses will thus be biased Hence the
questions asked the language used and the wording should be appropriate to tap respondents`
attitudes perceptions and feelings (Sekaran Bougie 2009)
Also implicature is an issue related to ambiguity when researcher is using elliptical
sentences (starting with ―Why ―What ―How) and respondent fill in the missing content
17
by herself In standardized interviews respondent should interpret questions as he can which
leads to miscommunication and wrong results So conversational interviewing is when
researcher is trying to explain the meaning of question and not influence the answer (Smith
Albaum 2005) Interview refers to qualitative method to obtain data this study has
quantitative research so it becomes crucial to construct clear and concise questions For this
purpose there will be pretest of questionnaire research by giving out it to my friends and get
feedback Another way to track understanding level of respondent is to set sub questions in
questions which contain highest probability to mislead respondent By simply asking the level
of question comprehension (good or fair) researcher can identify the level of ambiguity in
answers and track those answers which are answered with ―good level of understanding
Question form and question wording has certain relationship to ambiguity
There are four questionanswer types
1 Free answer (open-ended text)
2 Dichotomous and multiple choice answers (select k of n)
3 Rank order answers
4 Constant sum answers
1 Free answer questions imply that respondent will give full answer to the question in his
own words This type of questions require respondent to have ability to express completely
and concisely That is why free answers have great extent of ambiguity during interpretation
process
2 Dichotomous and multiple choice answers are the most common in questionnaires
development General form for both of these answer types is selection of ―k optional answers
out of ―n available ―Select exactly 1 of n Answers is one of such type of answers This is
simple form where k=1 and n is up to researcher desire In dichotomous question options (n
values) range into two extremes (―Yes ―No ―In favor ―Not in favor ―BuyDo not buy
etc) Multiple choice answers are just an extension of dichotomous questions Multiple choice
questions may require selection of several ―k out of ―n possible answers or selection
unlimited amount of ―k answers out of given ―n options
3 Rank order answers allow to put gradation to answer options This type of answers
characterizes data on the most prevailing option and the one which has the least importance to
18
respondent Typical questions can include determining ranking of preferences first to last
most current to least current and etc The most common bias here is that first optional answer
in the question has more chances to be selected Also tied rankings may cause another
problem of data weakening When it is allowed to rank several answer options into one
ranking level it is impossible to determine results out of this answer For the efficiency
purposes maximum of answer options given in rank order questions vary from five to seven
If it is more than seven it is hard for respondent to identify clearly the right ranking order
4 Constant sum question is the form of ranking using allocation of one hundred percent to
the options containing reasons for the statement asked It can be options for the reasons of
company product purchase (Smith Albaum 2005)
Also to create a good questionnaire researcher should include ―positively and negatively
worded questions Instead of developing all questions positively it is better to mix them with
negatively worded questions to reduce the probability of mechanical filling the questionnaire
by respondent ―A respondent who is not particularly interested in completing the
questionnaire is more likely to stay involved and remain alert while answering the questions
when positively and negatively worded questions are interspersed in it For instance if the
respondent has circled 5 for a positively worded question such as ―I feel I have been able to
accomplish a number of different things in my job he cannot circle number 5 again to the
negatively worded question ―I do not feel I am very effective in my job hellip The use of
double negatives and excessive use of the words ―not and ―onl should be avoided in
negatively worded questions because they tend to confuse respondents (Sekaran Bougie
2009)
19 Hints to improve quality of questionnaire
A Neutrality and don`t know or no opinion
It is an option given to respondent to remain neutral to the question provided Once third
option is included researcher does not force respondent to answer and it makes questionnaire
more polite to respondent Based on the nature of the question researcher may include such
options like ―don`t know ―no opinion or ―not applicable ―Don`t know might be
attributed to question dealing with some facts whereas ―no opinion can be attributed to a
19
certain attitude of respondent If such type of option will be included it is important to
increase sample size because of increased probability for respondent to choose neutral answer
B Dichotomous questions
It is the easiest type of questions for respondents It is considered as a question with
average probability for being ambiguous But it has the lowest probability of being ambiguous
among free-answer questions and multiple-choice questions
C Multiple choice questions
The researcher has two options if she wants more detailed information in a certain
question It is to create multiple choice question or free-answer question Usually multiple
choice questions are more complex and longer than the other two (dichotomous and free-
answer) Ambiguity in such type of questions derives from inability to formulate mutually
exclusive alternatives Another reason for ambiguity is limitation of the chosen answer
Respondent should select only one option which most widely answers the question For this
reason researcher may offer to select as many options as respondent wishes There is a table
below which shows relative probability of ambiguity related to form of question
Table 1 ―Form of Question and Relative Probability of Ambiguity (Smith Albaum 2005)
D Question wording
Selection of right words plays important role in questions development So in wording
choose researcher should be extremely careful Ambiguity in wording has several sources
Question length
Respondent unfamiliarity with some words
Relative Probability of Ambiguity
Form of Question Question Answer
Free-answer Lowest Highest
Dichotomous Average Lowest
Multiple-choice Highest Average
20
Ambiguity of context
Two questions included in one sentence
Too broad questions
If questions are too long this will confuse respondent and affect data accuracy For this
reason researcher should keep questions concise and clear If some words in question are
unfamiliar to the respondent this will also lead to confusion and inability to provide right
information So in case of scientific wording in questionnaire and non-homogeneous
backgrounds of respondents low level of vocabulary should be used Also researcher should
verify whether questions imply only one matter in order not to mislead respondent Questions
that lack specificity should also be avoided Those questions are developed with general
words like ―how often for example
In general researcher must provide alternative question wording pretesting and
verification by observation In alternative question wording first have of sample group may
get options in one order and the second one in reverse order Once questionnaire is ready
pretesting is another good way to decrease ambiguity Only one concern here is to choose
relatively the same group of respondents as it will be in the real research By close
communication with respondent in pretesting step researcher can determine some troubles
misunderstandings arose during this step And last advice is verification by observation
Researcher can (where it is possible) verify answers of respondents by observing their actions
related to questions answered It is not the easy activity so only those questions will be
verified where it is possible to do so (Oppenheim 1992)
110 Sampling procedures in Marketing Research
―Sampling is a selection of small number elements from a larger defined target group of
elements and expecting that the information gathered from the small group will allow
judgments to be made about the larger group The main idea of sampling is that a decision is
based on the assumption that the smaller portion or sample is representative of the larger
population (Hair Bush Ortinau 2006)
There should be a strict order in defining sample for research
21
Chart 1 ―Defining Sample
Sampling procedure starts with defining of population Population is amount of units
(individuals legal entities households) which has one or more similar feature among each
other In order to specify population researcher should answer such questions as what kind of
units (elements of analysis) to be included where they reside or their origin and when
(dimension of units in terms of timeframe) Population should be defined as precisely as
possible At the moment of finalizing population definition investigator decides whether it is
necessary to investigate the whole amount of population (census) or a part of it (sample) The
choice depends on the size of population If the size of population is small census can be an
optimal option otherwise should be created sample
Sample design includes type of sample sampling unit and sample frame Majority of
samples are selected by choice of investigator as non-probabilistic method Where
investigator selects elements of sample in terms of convenience availability and own
judgment Researcher uses table or any other random selective device for the probable
method (Smith Albaum 2005)
Define population
Sample design
Sample size
Estimate costs of sampling
Census vs Sample
Execute sampling process
22
―Sampling unit is the basis of the actual sampling procedure It is that segment of the
population actually chosen by the sampling process The sampling unit may contain one or
more population elements That is these units may be individual elements or aggregates of
individual elements (Smith Albaum 2005)
Sample frame is considered as a list of elements of the population For instance it can be
list of characteristics of elements which are expected to pass the interview or fill out
questionnaire In a perfect case sample frame should determine each population element once
and should not include those elements which are not in the population criteria There several
options below of inaccurate sample framing process
Chart 2 ―Sample Framing Processes
A Incomplete
Sampling frame
B Too Comprehensive
C Combination
Sampling frame Population
Sampling frame Population
Population
23
There is also set of questions to ask during generation of sampling list
Does the list contain everyone in the survey population
Does the list include names of people who are not in the study population
How is the list maintained and updated
Are the same sample units included on the list more than once
Does the list contain other information that can be used to improve the survey
(Dillman 2000)
There are four traditional approaches for the determining sample size
1 Arbitrarily or judgmentally determined
2 Minimum cell size in analysis
3 Based on budget
There are two types of costs in sampling process fixed and variable Fixed costs are those
which are determined and constant Variable costs depend on the volume of study being
conducted The dashed line in the upper graph shows interrelation between costs and sample
design If costs are too high researcher reconsiders sample design or sample size
The last step is actual choice of sample There are two main criteria for this process
sample must be adequate and representative For the sample being representative means that it
reflects overall characteristics of the whole population Adequacy is sought in sufficient
amount of elements selected to provide stable results Also there are two types of sampling
designs probability and non-probability samples Non-probability sampling differs from
probability sampling on the basis that in non-probability sampling the sample elements do
not have a known nonzero chance of being selected for the sample In probability sampling
each element has a known and equal probability of selection This study incorporates
probability design because there are no any predisposed respondents (Smith Albaum 2005)
111 Editing Coding and Descriptive Analysis
―Completed questionnaires or other measurement instruments must be edited coded
entered into a data set for processing by computer and carefully analyzed before their
complete meanings and implications can be understood (Smith Albaum 2005)
24
The main reason for this process is converting data obtained into information which will
provide inferences and answers to research question A certain sequence is needed to perform
successful data analysis In short there should be definition of response categories at first
then editing and coding and at last tabulation All these three steps will be implemented in the
practical part
112 Research Errors
In any research errors will occur so management of errors must apply Errors can arise in
any stage of marketing process from problem formulation to report development It is a goal
of investigator to minimize those errors The value of total error is comprised of sampling
error plus non-sampling error Sampling error (usually called as random sampling error) is the
difference between planned sample and the list of interviewees it is formed Non-sampling
errors are those which are not related to the sample itself Usually non-sampling errors related
to sort of bias as the difference between the true value of that which is being measured and the
average value derived from a number of independent measurements of it There are eight
major types of errors
Population specification ndash difference between required population and population
chosen When researcher chooses inappropriate population for the data collection
Sampling difference between required sample and the one that has been selected
When sample does not represent the population selected by using probability sampling
method
Selection error usually occurs when researcher pick up respondents whom she knows
who is more pleasant in general who is easily reached This tendency deviates real
population selected
Frame error Sample frame is a set of representatives of population who relate to
required sample The frame error occurs when elements which are not in the sample
group are investigated
Nonresponse error occurs when all members of the sample cannot be reached or they
refuse to respond
Surrogate information error occurs when investigator is unable to obtain responses and
replace it with proxy answers leading to surrogate information
25
Measurement error occurs in several stages of research transmittal response analysis
In general researcher represents information that he wants rather the real one
Experimental error When investigator is measuring the influence of independent
variables on dependent one while controlling extraneous variables (Smith Albaum
2005)
2 PRACTICAL PART
21 Marketing Research Process Applied
For this study it has been identified that the problem of current situation in MU is its
inability to attract more international students
Problem Formulation Prospective students do not choose MU for degree obtainment
Research goal To identify ways on how to increase studentslsquo inflow into MU by means of
detecting general preferences of MU customers (prospective students and current students)
Research questions
Based on the study of 7P approach made by Jonathan Ivy one research question arises
1 On what element of marketing mix students relied more when choosing MU ―People
―Physical evidence or ―Processes
From another study made by Hsuan-Fu Ho and Chia-Chi Hung second research question
arises
2 Does the possibility of domestic market employability after graduation plays the key role
for choosing MU
26
Method of Inquiry
As been mentioned in the theoretical part the first step in method of inquiry is observation
and description of a phenomenon or a group of related phenomena This step is known for its
qualitative methods of applicability
Have been studying for almost two years in MU and communicating with dozens of
international students I found several aspects to consider for MU attractiveness improvement
Students who stay longer than a semester differ from those who came just for one semester
under Erasmus exchange program This research deals with the first category of students and
for them it is important to have more frequent university-student correspondence Keeping the
fact that education process in Masaryk university different and complicated in terms of
Information Technology (student information system is very confusing with no English
version of some pages) there should be prepared an orientation seminars on how to effectively
use all university premises and surrounding city facilities It can be easily done with the help
of International Students Club which has excellent image among such clubs in Europe There
is orientation week for students but from the students point of view is more prepared to make
things done (like ISIC card issue register to information system) rather than providing
students with tools on how to achieve what they need to This can easily be done by
information system additional applications of city university map student forums and
discussion groups The information system should be done in more client friendly way with
good English translation of the web pages
This work would not include any hypothesis because of the chosen research design ndash
explorative
Research Methodology
In this will be applied nonexperimental method because of objectivity purposes There is
high risk of mislead and misinterpretation to the respondent which will affect the survey
results
Question number 1 2 3 in the survey (can be found in appendix of this work) was
included for the reason to find additional information from prospective students who intend to
continue their study Question number 11 gives idea on the effective media channel that
students got information from Question number 12 and 13 will help to summarize general
student opinion on MU and find some deviations from the rest of the questions
27
Below are the questions in the survey which relate to research question number 1 ―On what
element of marketing mix students relied more when choosing MU ―People ―Physical
evidence or ―Processes
Question number 4 6 7 was adopted from literature source (Jonathan Ivy 2008) of
theoretical part This question identifies the level of ―Processes element of marketing mix
Question number 5 based on the same literature source was adopted to verify another element
of marketing mix ndash ―People Question 8 uncovers the level of third element ―Physical
evidence Question number 10 encompasses all three elements to double check the main
criteria that students choose or consider MU to study
Below are questions in the survey which relate to research question number 2 ―Does the
possibility of domestic market employability after graduation plays the key role for choosing
MU
Questions number 14 and 15 will help to identify the level of studentslsquo motivation to enter
MU for the reason of higher chance of employability after graduation These questions were
adopted from literature source provided by Hsuan-Fu Ho and Chia-Chi Hung
Question number 9 relates to both research questions because it covers the scale of
significant factors that might affect student to choose MU
Research Design
The study entitled ―Quantitative Marketing Research attempts to accumulate the sequence
of procedures to conduct successful marketing research It has been chosen to use quantitative
research for the reason that study aims to find out the answer of a research questions through
numerical evidence This method enables researcher to gather existing information and data
regarding interrelationship between low rate of students registration to MU The study will
help to answer on two research questions posed in this work
Selection of data collection techniques
The study incorporates two techniques of data collection secondary and primary
collection Secondary information reveals current situation of HE marketing worldwide and
primary information helps to find the match up for solution of MU problem and secondary
information findings
28
Sample design
Researcher uses probability sample design with quantity of respondents equal to 26
Data collection
For study purposes data will be collected by giving out questionnaires to current and
prospective students who study or intend to study in English in MU Hard copy questionnaires
will be collected after respondents finish answering them Total collected questionnaires
amount to 26
Research errors
Population Specification error is mastered by questioning potential respondent whether
shehe studies in English Sampling difference researcher will overcome by keeping the
highest level of variety of respondents (by country of origin) Selection error is out of the
matter because researcher is not introduced to the majority of students studying in English
Nonresponse error may occur for the further purposes of the research respondents would be
asked the reasons for rejecting to fill out questionnaire The same procedure is for the
surrogate information ndash if researcher will not be able to get answers from respondents they
will be asked about the reason of rejection
22 Analysis and interpretation of data
Secondary and Primary data is analyzed and interpreted in section 23 and 24 below
23 Secondary data
Marketing communication of universities
As has been mentioned previously in this work the best option to collect relevant primary
data is to rely first on secondary information and then delve down in certain aspects by
collecting primary information In this item it will be explained what has been done in
marketing communication of universities around the world This part will also cover the
question of what communication strategies and tools the international universities use to
attract their students
29
From the first finding to start universities all over the world practicing advertising
campaigns with such words as ―Internationally renowned Award winning Prestigious
Proud history Career oriented etc But not all the time these sparkling words are real truth
―Does it actually matter whether a university has ―tradition if its current practice is poor
Does it matter if a university is ―internationally renowned if the particular course that is
being considered is known to be badly operated by local standards Does it really matter if a
university has ―a proud history if the present isnlsquot very good (Dr DJ Toncich2008)
Australian professor Dr DJ Toncich in 2008 published a book ―Study and Learning in
the Australian University System where he clearly stated various forms of
Marketing in universities of Australia ―The most common example of universities selling the
sizzle rather than the sausage appears in areas such as science engineering and architecture
where potential students are bombarded with glamorous images of spacecraft sky-scraper
buildings nuclear reactors and so on There are different ways how universities attract their
students There is a table provided by Dr DJ Toncich which explains the ways on how to
promote different parts of university image
Table 2 ―Ways on how to promote elements of university image
30
A ―Tool is a part of company (university in this case) image which should be promoted
And ―Vehicle is the way part of the image can be promoted ―Some key points to note are
that the mass media outlets (newspaper television and radio) having the broadest audience
are generally reserved for ―big picture marketing including the universitylsquos brand and
confidencereinforcement strategies Self-evidently promoting to the broadest audience is the
most costly way of getting a message out so the message needs to be simple and clear The
more specialized the audience however the more detailed the information ndash for example
university course guides and handbooks have the most specific audience and subsequently
the highest level of information density In these vehicles there is generally less content
related to the big picture issues of confidence and brand (Dr DJ Toncich 2008)
Nguyen amp Le Blanc (2001) focused on the image and reputation of the institution and
referred to the crucial role these factors played in the development of market positioning ndash
they drew on the well established concepts and theories in business sector marketing for their
study Bonsardi amp Ekwulugo (2003) who claimed that ―a centrally important principle of
marketing is that all marketing activities should be geared towards the customer also relied
on the literature used in business sector marketing and applied it to the context of higher
education
Branding is important for university to stand out in the market In ―ConnectEd
Symposium for the marketing of Higher Education (Chicago November 2011) Rich Lyons
(Dean Haas School of Business University of California Berkley) argued that
―What passes for branding in higher education is often nothing more than a catchy slogan
and logo Branding projects in universities sometimes evoke hostility indifference or bothmdash
or raise the question of why a good school would need to be so concerned about its image that
it would resort to ―corporate measures But when branding reaches deep to magnify a
schoollsquos differentiation and its core essence the result can be a powerful boost on multiple
dimensionsmdashstudent recruitment alumni interest fund raising media interest and so on And
it can resonate with key audiences emotionally to align what the school does with their
passion to change the world Dean Rich Lyons has led the Haas School of Business at UC
Berkeley in branding the school based on codifying its distinctive culture driving that culture
through its business processes and reforming its curriculum to produce a particular type of
leadermdasha path-bending leader The process is lengthy difficult and risks are high Learn why
the rewards of an authentic brand are worth the effort
31
According to this speech strong brand is coming from the culture of interaction among
students and all university staff Mainly students and professors should clearly understand
what matters mostly attracted them in chosen university (values believes attitudes etc should
match up with student`s)
Another aspect for university marketing start up procedure is reposition communications
as a strategic function in a more proactive attitude This matter has been covered by Dr Mark
Putnam President Central College IA in his article ―Do you drive the agenda or go along for
the ride In this article author ―sought to change the view of the marketing and
communications team from customer service providers to strategists He set a good example
with presidential blog using it to elevate the level of discourse at Central Putnam has a track
record for this kind of change management As senior vice president at Northeastern
University (Boston) he worked with the communications team to educate the university about
the strategic role of marketing and branding He comes by this perspective naturally (Dr
Mark Putnam 2011)
To improve university technical tools in attracting students mobile marketing is a great
way ―Mobile marketing brings challenges and opportunities to higher education when scarce
resources limit the ability to add new technologies and techniques to communication plans
We examine the mobile marketing landscape in search of whats most relevant to higher
education today with special attention to student recruitment and brand strength Areas
covered include site design for best task completion writing right for mobile sites monitoring
web analytics and integrating with traditional and social media websites (Bob Johnson
2011)
Another technical tool is digital video clips ―Video in its many forms is becoming a
major factor in our collective lives (80 million hours of video loaded to YouTube every
minute for example) As digital storytelling it is also being used in a variety of ways to build
brand equity with internal and external audiences Outcomes will be a better awareness of the
current trends in using video as a brand building tool and a field guide for teaching others
within the organization to make powerful digital stories Im currently using the workshop at
the UW to train students who will study abroad to make and distribute good quality video
about their experiences (Harry Hayward 2011) In case of brand building using video
assistance viral marketing campaign might work And the last idea which will increase
university profit is web site analytics ―The website is not only a conduit for most of your
marketing efforts todaymdashitlsquos also an incredible tool for measurement and marketing analysis
32
With web analytics you can better quantify the impact of your marketing campaigns improve
the effectiveness of your website segment visitors for micro-marketing efforts and generate
valuable marketing intelligence (Bruce Snyder 2011)
Marketing is the process of customer identification (needs views preferences financial
possibility to buy certain product) This task will be done through primary information
analysis Another task in marketing is development of ―analytics-driven approach to help to
reach a targeted student through search engines mobile smartphones text messaging email
newsletters and social media (Higher Education Marketing Company) This company has a
straight and logic view on marketing process in university which provides a wide scope of
services Google Analytics Search Engine Optimization Pay Per Click Marketing Social
Media Marketing Google Maps amp Local Search Web Design amp Development Mobile
Marketing Short Message Service (SMS) Another very effective tool is SEO (search engine
optimization) which allows embedding into the company website option for the most
important (most likely needed) words phrases while creating company web pages This set of
words with high possibility that potential customer will dial up will give opportunity for the
company website to pop up in the top list of the search engine (Google chrome yahoo etc)
Under research problem ndash low enrollment of students the researcher should look for the
findings of other studies relevant to this study problem The questions to start with are ―What
factors in university marketing practices are missing to achieve constant enrollment growth
―Is there any interrelationship of those factors and university attractiveness growth
One of the studies has been conducted among students registered state subsidized
universities in South Africa The purpose of this paper was to present a new marketing mix
based on MBA studentslsquo attitudes and opinions towards the marketing initiatives of business
schools in South Africa The findings of this study revealed showed seven quite distinct
underlying factors in the marketing activities of these business schools some covering the
same elements of the traditional marketing mix people promotion and price There were
however four different elements programme prominence prospectus and premiums ―The
marketing mix is a set of controllable marketing tools that an institution uses to produce the
response it wants from its various target markets It consists of everything that the university
can do to influence the demand for the services that its offers Tangible products have
traditionally used a 4Ps model the services sector on the other hand uses a 7P approach in
order to satisfy the needs of the service providerlsquos customers product price place
promotion people physical facilities and processes The product is what is being sold It is
33
more than a simple set of tangible features it is a complex bundle of benefits that satisfy
customer needs The price element of the services marketing mix is dominated by what is
being charged for the degree or tuition fees that are required to enroll at the university Place
is the distribution method that the university adopts to provide the tuition to its market in a
manner that meets if not exceeds student expectations Promotion encompasses all the tools
that universities can use to provide the market with information on its offerings advertising
publicity public relations and sales promotional efforts (Jonathan Ivy 2008) This traditional
model encompasses tools which deal with tangible products In case of university it provides
intangible product which needs more tools for promotion Fifth tool is people who are
considered as a staff in university (academic administrative and support staff) To have a
prominent image university should have teaching staff reputations PhD holders Professorial
title holders Also administrative staff can also play an important role to attain prospective
students by simply providing professional phone call inquiry
The newest addition to the marketing mix is physical evidence and processes Physical
evidence is attributed to internal and external appearance of the entity (from teaching
materials to facade of the building and lecture rooms) ―Processes are all the administrative
and bureaucratic functions of the university from the handling of enquiries to registration
from course evaluation to examinations from result dissemination to graduation to name but
a few During the period that the student is registered processes need to be set in motion to
ensure that the student registers for the correct courses has marks or grades correctly
calculated and entered against the studentlsquos name and is ultimately awarded the correct
qualification While this might seem quite straight forward there are numerous other
processes that need to be implemented concurrently (with the finance system
accommodation time tabling and the library) to ensure the highest level of student
satisfaction The findings of this research suggest that the traditional 4- 5- and indeed 7P
marketing services marketing mix may not be the best way to approach the marketing of
MBA programs in South Africa Using principal components factor analysis on 25 commonly
used marketing tools indicates that four new distinctive and independent elements exist along
with three elements from the traditional marketing mix (Jonathan Ivy 2008) The most
important element from the marketing mix was ―program element (the range of electives in
the degree choice of majors) The second was ―prominence of the degree (academic staff
reputations position on league tables or MBA reviews in the popular press) The traditional
promotions element of the marketing mix was split into two areas standard mass media
34
advertising and hard copy promotional materials such as the university prospectus and direct
mail posted to prospective students called ―prospectus in the MBA marketing mix The
price element is dominated by flexible payment of tuition fees which means that students are
price sensitive and looking for payment flexibility The people element has had a small
modification with face-to-face teaching being included along with personal contact with
graduates and open day attendance The final element of the new marketing mix is called
premiums This is a diverse element of the mix which included accommodation the number
of modules in the degree student exchange programmes university computer facilities and
class sizes While this element was considered the least important of the marketing tools not
offering some of these items could seriously damage the recruitment prospects of a business
school Indeed some items would be considered a standard offering of a university and
expected by a student without further consideration or evaluation (Jonathan Ivy 2008)
So from this study researcher may answer on the posed questions before There is indeed
some other factors out of the standard marketing mix which in this case (higher education
marketing) play a key role In order to finally apply those factors into the practical
implementation researcher should check whether all of those factors remain important for
MU For this purpose primary data should be collected by creating questionnaire which
includes new marketing mix tools
Another study conducted in the realm of marketing communications in Taiwan includes
other findings The purpose of this study was to examine how a graduate institute at National
Chiayi University (NCYU) by using a model that integrates analytic hierarchy process
cluster analysis and correspondence analysis can develop effective marketing strategies
This research revealed that even though universities and colleges in Taiwan have
increasingly realized the importance of having sound marketing strategies to stay competitive
they have concentrated their marketing strategies on promotion ndash advertising tuition
reduction scholarships etc This trend has often obscured the fact that marketing should be
based on customer needs with better efforts made to fulfill these needs Although market
segmentation and positioning enable marketers and institutional planners in higher education
to understand customer needs and to visualize institutional advantages in relation to their
competitorslsquo positions these are relatively new endeavors in educational marketing in
Taiwan
The results display that the five most important factors for studentslsquo school selection
were employability curriculum academic reputation faculty and research environment
35
Students perceived NCYU to be strongly associated with lower tuition fewer entrance-exam
subjects lower entrance-exam pass rates and easier graduation requirements (Hsuan-Fu Ho
Chia-Chi Hung 2008)
In order to verify whether such criteria are also indisputable preconditions for choosing
MU as a potential tertiary institution they should be included into the study questionnaire
As we can see that in secondary information there are many ways on how to improve
university standing and how to reach a customer But this information does not give us the
picture of Masaryk University customer why she chose MU what were the preferences to
choose it where she first time got to know about it and etc That is why for this part ndash to get
the picture of MU customer from primary data collection and then apply appropriate tools that
have been mentioned before would be a good combination for a successful marketing
campaign
24 Primary data
For the purpose of this study ndash increase MU attractiveness primary data has been
collected Researcher developed questionnaire which consists of 15 questions and randomly
gave out to international students The main goal of this questionnaire is to answer two
research questions set by researcher
1 On what element of marketing mix students relied more when choosing MU ―People
―Physical evidence or ―Processes
2 Does the possibility of domestic market employability after graduation plays the key role
for choosing MU
These two research questions will help to get a clue on how specifically to improve
attractiveness of MU
Data is analyzed by using excel Microsoft office application with support of various graphs
and tables It has been calculated that majority of respondents are current students in MU
which gives more in depth data describing university attractiveness
36
Graph 1 ―Identification of students` status
It is 62 of respondents stated that they are currently study in MU This will bring more in
depth data from the survey
Specializations have wider split up with two major elements Informatics and Medicine
amount to 32 and 27 accordingly Unfortunately there are no any students from sport
faculty As it has been mentioned respondents were chosen randomly so it can be obvious
that there is big amount of students studying or intend to study medicine and informatics
Graph 2 ―Identification variability of specializations
37
Country of origin table shows that students from Slovakia have majority Probably
because of country and national closeness to Czech Republic The second biggest majority is
students from United Kindom after them students from Russia and Hungary
Graph 3 ―Country of origin split up
Question number 4 relates to first research question (On what element of marketing mix
students relied more when choosing MU ―People ―Physical evidence or ―Processes)
which specifies the level of ―Process element in MU In general the level of handling phone
callemail is acceptable with 14 respondents answered as completely sufficient or completely
sufficient with additional information This shows that majority of students are satisfied with
first impression of contacting MU
38
Chart 3 ―Level of handling callemail inquiry
Question number 5 explains another element in first research question which is ―People It
is evident that for majority of students academic experience is the most important to know
about professors professionalism But it is also a big quantity of those who did not analyze
any information Five students responded that work experience in business sphere is a key
criteria to choose MU
Chart 4 ―Criteria for identifying professionalism of university teaching staff
The ―Process element is evaluated in question number six which explains the level of
administrative and bureaucratic functions in MU on the matter of convenience and usage
Number of courses
teachers offer
Quantity of
publication of
teachers
Work experience
in business sphere Academic
Experience Professional
title in
business
I didn`t analyze
any information
about academic
staff in MU
39
Chart 5 ―Convenience
On the chart it is shown that students rate these functions as convenient with only several
students who perceive it as rather inconvenient On the ―Usage chart it has also positive
trend representing that MU administrative and bureaucratic process is highly useful
Chart 6 ―Usage
Question number seven explains third element ―Physical evidence In graph below it is
obvious that majority of students do not check this element while choosing MU
40
Graph 4 ―Identification of processes element
69 replied negatively and 31 positively which means that this factor does not play a
key role in selecting university Majority of students rate MU facilities as comfortable It is
shown in the table below that eleven students rate facilities as good
Chart 7 ―Identification of physical evidence element
Question number nine encompasses several criteria which were taken from two elements of
marketing mix ―People and ―Physical evidence and some were not from this marketing
mix like ―ability to get employment in home country ―worldwide acceptable diploma
These two factors were taken from the second research question ―Does the possibility of
41
domestic market employability after graduation plays the key role for choosing MU Results
showed that students highly value ―ability to get employment in home country (16
respondents gave highest score) Also highly rated MU diploma as worldwide acceptable (15
respondents gave the highest score) Also for respondents it is important (with lower grading
score ndash ―4) ―Strong academic staff and ―Excellent laboratory facilities
Chart 8 ―MU criteria
Question number 10 includes set of common services that university provides to students
This question helps to understand what services MU provides sufficiently to students Results
showed that sufficient services that MU provides are almost all which have been mentioned in
the options list Only ―Small class sizes do not meet big majority expectations
a Ability to get
employment in home
country
b Strong
academic staff
d Library
facilities
c Excellent
laboratory
facilities
e Worldwide
acceptable diploma
42
Chart 9 ―MU services
Interesting results gave to the researcher questions number 11 which shows that mostly
students got to know about MU from internet search engines and from relativeslsquo advice
Graph 5 ―Media channel of MU
Question number 12 and 13 give overall satisfaction level with MU Question number 12
has been adopted from theoretical part which asks whether student is ready to enter university
again if heshe would have the same opportunity Question number 13 is double-checking this
statement Results are showing that majority of respondents would enter MU again and they
are satisfied with overall MU educational service
Reasonable
accommodation
Exchange
programs
Number of
modules
Small class
sizes
Internship
possibility
Research
environment Faculty
43
Graph 6 ―Choosing MU
Graph 7 ―General satisfaction of MU
Although researcher might observe big quantity of students who are relactant to answer
Graph derived from question 12 shows that half of respondents do not have such a strong
feeling to reenter MU The same situation is in general satisfaction of MU where 38
remained neutral
The last two questions deal with second research question And here results are varied
Graph 8 derived from question 14 depicts that MU degree is not that helpful for getting the
job back in home country Only 23 answered that degree surely will help to get a high paid
44
position 38 replied as ―probably yes 35 answered as ―not sure and 4 answered
―probably not So around 61 of respondents feel positive about successful employment
back home the rest are not that confident
Graph 8 ―Employability element
Graph 9 ―Employability element second question
If respondents replied positively on 14th
question then they were asked to state the reason
for this As it can be seen above high standard European education is playing a key role for
successful employment Also the rest of options have high scores too
45
RESEARCH REPORT
In the purpose of survey it was essential to understand which of three elements in
marketing mix (―People ―Processes and ―Physical evidence) students rely more and
therefore less while choosing MU According to study made in South Africa by Jonathan Ivy
there are seven elements in marketing mix which all equally important for improving
company attractiveness in service business Researcher of this study picked three out of
seven because they more closely respond to actual service oriented company The rest four
elements (product price promotion place) were existing before as traditional marketing mix
for all types of businesses So the element ―Processes uncovers with questions number 4 and
6 From the graphs it is obvious that students are satisfied with this marketing mix This gives
university strong point in attracting students Call email handling Information system
functionality and other bureaucratic functions work sufficiently well 22 students rated
callemail handling as positive Usage and convenience of different MU functional processes
are also positively appreciated with 13 students for convenience and 15 for usefulness From
this data it can be clearly stated that students do rely on effective functions of MU
Element ―People is identified in questions 5 9 and 10 Question 5 gives information that
students do not mainly rely on ―People element while choosing MU 9 students did not
analyze any information about professionalism of university teaching staff Meanwhile the
main factor on what students pay attention is academic experience of teachers But answers
for the questions 9 and 10 gives a tendency that students do rate criteria ―Professionalism of
teachers high but actually they give lower score for this actual criteria in question number
10 In question number 5 students chose different aspects of professionalism of teachers as a
criteria to enter MU Total score for professionalism aspects is 4+4+5+10+4=27 Also in
question number 9 criteria ―strong academic staff accumulates 17 points (it is taken only 4
and 5 levels of importance) But in question number 10 only students give only ten points for
―faculty as a sufficient service provided by MU It can be assumed that students had higher
expectation before entering into university that they have got
Element ―Physical evidence is seen as not important for respondents Graph for question
number 7 shows that 69 of students did not check elements of ―Physical evidence Also
majority of students rate university facilities as ―Good with opportunity to select ―Excellent
46
status (in question number 8) On the other hand students rate university accommodation and
research environment as high enough (question number 10) It can be concluded that during
the process of choosing university students do not rely heavily on ―Physical evidence But
they did get reasonable service in ―Physical evidence while studying in MU
Second research question states ―Does the possibility of domestic market employability
after graduation plays the key role for choosing MU After analysis of relevant graphs and
tables it became clear that this factor (possibility to get employed) is very important for
students So question number 9 gets the highest score (16) for criteria in choosing MU ndash
―ability to get employment in home country and also high score for ―worldwide acceptable
diploma Even though students rate possibility to get employed as the highest criteria to
enter MU 39 of students are not sure or don not think they will obtain high paid job back
home Here is the point to work for MU administration Students rely on high standard
European education and English language education as a key criterion for being confident in
getting well paid job (question number 15)
The data analysis process constitutes the following
1 MU has convenient and useful bureaucratic functions which are considered as a strong
point in delivering knowledge without obstacles It is difficult to identify the level of
―processes in organization but some points can be highlighted in promotion materials It can
be description of functionality of Information System or description of easy courses
registration
2 Element ―People has deviation in what is expected and what is delivered Students
have a bit higher expectations on the level of teaching staff experience and competence It is
recommended to do a deeper research on the reasons for this deviation But for now it can be
decided to arrange seminars or trainings for teacher to improve their marketing knowledge
and explain commercial tendency in market of high education
3 University ―Physical evidence is has strong rate of sufficiency The only problem that
students do not feel need to pay attention on this element Here MU administration should put
accent on Including pictures of libraries with free Wi-fi canteens computer labs which have
good and pleasant conditions
4 The most important criteria for students to choose MU is high possibility to get
employed at home But this perspective lacks consistency because there is significant amount
of students who remain uncertain in the future employability This gap can be solved by
successful decision making of three elements above ―People ―Processes and ―Physical
47
evidence But it is recommended to conduct further survey questioning the reasons of
students` uncertainty in future employability Maybe the reason is not related to some weak
points in marketing mix but the problem in home countries itself (political instability
nepotism etc)
To sum up the general situation in four factors mentioned above ―processes should be
promoted to international students as a smooth tool in obtaining degree ―people should go
through training on how to deliver lecture in contemporary commercial world of high
education market ―physical evidence should be mentioned in promotion of MU ―student
employability will be interrelated with ―people plus MU has to install closer relationship
with international companies (internships provision seminars with company representatives
professional lectures from leading companies etc)
Secondary information has also a great help in increasing university attractiveness
Viral marketing can be applied to MU because question number 11 shows that internet search
engine is a key tool how students found about MU There is a video of experience Brno life
among Erasmus Students which can be remade as a good promotion video of student life on
campus For Masaryk University very effective tool will be Google Analytics giving a wide
scope of techniques on how to track differentiate and analyze visitors ―Google Analytics is
the enterprise-class web analytics solution that gives rich insights into the website traffic and
marketing effectiveness Powerful flexible and easy-to-use features now give opportunity to
see and analyze your traffic data in an entirely new way With Google Analytics it is easier to
write better-targeted ads strengthen marketing initiatives and create higher converting
websites (Google Analytics website)
In general MU marketing politics should involve techniques mentioned by Jarvis J in his
book ―What Would Google Do Companies must learn that they are better off when they
cede control to their customers Give us control we will use it and you will win
Also it is important to read blogs There are search engines for blogs like Technorati
Icerocket Google Bloglines Pub-sub where MU marketing officials can search for MU
discussion groups or some topics
MU officials should constantly maintain ―conversation with current students It is a good
idea to start communication with those bloggers who care enough to talk about MU products
and service and brand The least MU officials can do is engage them and join the
conversation Even further step can be done Ask consumers what they think MU
48
administration should do MU will end up with better products and do a better job selling
them to more satisfied customers who can even help each other if MU officials let them
Next it will be effective to start university blog where students openly and forthrightly
share the problems and the solutions as they occur There is no reason why a university dean
should not open a direct conversation with the public That will do more to change the
culturemdashto finally make it customer-focused and mean itmdashthan a dozen consultants a
hundred off- sites or a million ad impressions
During of development process of some programs or anything in university it is better to
involve students in this process also
The last but not the least is links on the website of MU There are three links on the ESF
faculty One of them is ―Review of economic perspectives ―call for papers and Citi Bank
banner There should be more links to Headhunters conferences industry associations
current job opportunities etc This gives website alive image and helpful time spending
49
CONCLUSION
This study has been conducted in favor of future Masaryk University prosperity in the
current commercial world Researcher had a strong motivation to give helpful secondary and
primary information which will foster university educational process in the frames of
contemporary world
Of course any research comes up with further recommendations to analyze questionable
matters in results obtained Researcher believes that this work is just another step to constant
need of self-improvement
Researcher advices to put more accent on IT support to promote university image and
therefore increate its attractiveness (Harry Hayward 2011) mentioned that 80 million hours
of video loaded to YouTube every minute So there is high potential for promotion Viral
video of MU will hit several aspects of university improvement brand product suite
differentiation lifestyle according to Dr DJToncich Apart of that it is recommended to
build system of values believes and attitudes among students and university staff and
promote this in the future According to Dr Mark Putman it is essential nowadays to educate
university staff about strategic role of marketing and branding Website analytics would be
useful for measurement and marketing analysis Search optimization engine is another tool on
how to maintain university webpage in the top 10 results in Google chrome or other web
search engines On YouTube there is option to post advertisement of a company only in the
videos which are related to the sphere of products or services company offer So MU might
sign a contract of including its advertisement on videos which has key words as ―education
―high ―in English etc
According to primary data obtained it is obvious that several aspects in MU marketing
mix do not match high criteria among students Once one factor ―People would be solved
through trainings and constant updating knowledge of personnel another interrelated problem
will be offset ndash ―Employability But there is no any research done on interdependence of
these two factors so for further analysis of situation another research should be taken The
main purpose of this research would be identification of cause and effect linkages between
50
―People ―Employability and other factors which influence studentslsquo ability to get high paid
job back home And there are a lot of those factors starting from political situation in the
country to the level of corruption and nepotism
MU has potential to improve its educational process as we do the students because we are
the main customers for our university But one thing should not be forgotten and it is
companies which have strong notion about reality in one or another specialization That is
why my last advice for Masaryk University is to appeal as a liaison entity between students
and companies
51
REFERENCES
Barabba Vincent P Zaltman Gerald 1991 ―Hearing the Voice of the Market Competitive
Advantage Through Creative Use of Market Information Chapter 5
Conway Tony Stephen Mackay David Yorke (1994) Strategic Planning in Higher
Education Who Are the Customers International Journal of Educational Management
Vol 8 Iss 6 pp29 ndash 36
Cooper Donald R Schindler Pamela S 2003 ―Business research methods 8th ed
Dillman Don A 2000 ―Mail and Internet Surveys The Tailored Design Method 2nd
Edition New York
Dekeba Alemayehu 2003 ―Basic of Marketing Research Methods
URL httpwwwglobuszcomebooksMarketingResearchindexhtm
Hemsley-Brown JV and Oplatka I2006 Universities in a competitive global marketplace
a systematic review of the literature on higher education marketinglsquo International Journal
of Public Sector Management Vol 19 No 4 pp 316-338
Harry Hayward ―The power of digital storytelling 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Hair Joseph F - Bush Robert P - Ortinau David J ―Marketing research within a changing
information environment 3rd ed2006
Hsuan-Fu Ho Chia-Chi Hung Marketing mix formulation for higher education An
integrated analysis employing analytic hierarchy process cluster analysis and
correspondence analysis International Journal of Educational Management Vol 2 Iss
4 2008
Jarowski Ajay K Kohli and Arvind Sahay 2000 ―Market ndash Driven Versus Driving
Markets Journal of the Academy of Marketing Science 45-54
Johnson Bob ―Mobile marketing in higher education getting ready for 1012 and beyond
2011
URLhttpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Jarvis J ―What Would Google Do Adobe Acrobat eBook Reader 2008
52
Jonathan Ivy A new higher education marketing mix the 7Ps for MBA marketing
International Journal of Educational Management Vol 22 Iss 4 2008
Kotler Philip Fox Karen FA 1985 Strategic Marketing for Educational Institutions
Mora Michaela ―What Is Statistical Significance 2011
URL httprelevantinsightscomtagsample-size
Nha Nguyen Gaston LeBlanc 2001 Image and Reputation of Higher Education Institutions
in Studentslsquo Retention Decisions International Journal of Educational Management
Vol 15 Iss 6
URL httpwwwemeraldinsightcomjournalshtmarticleid=838798amp
Oppenheim ldquoQuestionnaire Design Interviewing and Attitude Measurementrdquo 1992
Oud Jacqueline 2004 ―Market research versus marketing research
Pimpa Nattavud 2003 ―Internationalization and trade in higher education opportunities and
challenges
Putnam Mark ―Do you drive the agenda or go along for the ride 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Rakhee Vyas Anne L Souchon 2003 Symbolic Use of Export Information A
Multidisciplinary Approach to Conceptual Development and Key Consequences
International Marketing Review Vol 20 Iss 1 pp67 ndash 94
URL httpwwwemeraldinsightcomjournalshtmarticleid=855530
Rich Lyons ―Authentic branding how creating a school brand with culture and curriculum
just might help save us 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Robert S Michael ―Inquiry amp Scientific Method 2002
URL httpwwwindianaedu~educy520sec5982week_1inquiry_sci_method02pdf
Rodriguez G ―5 Questions to Help You Understand Your Customer 2004
URL httpwwwpowerhomebizcomvol146customerhtm
Sekaran Uma Bougie Johan Roger Gisbert2009 ―Research Methods for Business a Skill
Building Approach 5th ed
Singleton Royce A Jr and Bruce C Straits 1999 Approaches to Social Research (3rd
Edition) New York Oxford University Press
Smith Scott M Albaum Gerald S 2005 ―Fundamentals of Marketing Research
Snyder Bruce ―Maximizing the power of web analytics 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Toncich ―Study and Learning in the Australian University System
53
URL httpwwwdoctorteenetfilesunibook04_ppdf
WEBSITES
Experiment-Resourcescom ―Comparing Quantitative and Qualitative Research 2009
URL wwwexperiment-resourcescomquantitative-and-qualitative-researchhtml
Higher Education Marketing Company Canada
URL httpwwwhigher-education-marketingcomcontact
Google Analytics website
URL httpwwwgooglecomintlenanalytics
54
Appendix A Questionnaire
Dear respondent this questionnaire is created in terms of Master`s degree diploma thesis The main goal of
this survey is to improve Masaryk University attractiveness by deriving the reasons for choosing Masaryk
University in obtaining a degree The answers will be kept as confidential and would not be used in any
other purposes other than for this research If you would have any questions regarding the results of this
survey please contact me
Ilya Shaiderov (380502mailmunicz)
Thank you for your cooperation
1 Are you a current or prospective student ____________________
2 What specialization you are obtaining or intend to obtain in MU ____________________
3 Please specify your country of origin ____________________
4 Please rate the level of handling your first phone callemail inquiry by MU staff (only if it is
applicable to your case)
1 2 3 4 5
5 While considering MU as an option to study what criteria did (do) you analyze to check
professionalism of university teaching staff (you may choose several options)
a Number of courses teachers offer
b Quantity of publication of teachers
c Work experience in business sphere
d Academic Experience
e Professional title in business
f I didn`t analyze any information about academic staff in MU
No response
Insufficient response
Sufficient enough
Completely sufficient with additional information
Completely sufficient
55
6 (Only for current students) Could you characterize the process of courses registration usage of IS
system and other administrative and bureaucratic functions of university (please choose one in each
scale)
Convenience
1 2 3 4 5
Usage
1 2 3 4 5
7 (For both current and prospective students) While choosing MU did (do) you check quantity of
books in university library accessibility of electronic databases new editions of study materials
overall quality of library
Yes
No
8 (Only for current students) Please rate MU facilities (buildings classrooms computer labs etc) on
the matter of ―comfortability
1 2 3 4 5
Excellent Good Sufficient Not enough Bad
Completely Convenient
Rather Convenient
Convenient Rather Inconvenient
Completely Inconvenient
Completely Useful
Rather Useful
Useful Rather Useless
Completely Useless
56
9 (For both current and prospective students) How do you rate the following factors as criteria for
choosing MU (1- least important 5 ndash most important)
a Ability to get employment in home country
b Strong academic staff
c Excellent laboratory facilities
d Library facilities
e Worldwide acceptable diploma
10 Please choose (mark ―V) services that MU sufficiently provides to you as a student (in case you
are prospective student - should be provided)
___ Reasonable accommodation (covered by student)
___ The number of modules in the degree and big variety of elective courses
___ Student exchange programs
___ Research environment (sufficient up to date study materials computer labs laboratories etc)
___ Small class sizes
___ Internship possibility
___ Faculty (profound selection of PhD and profession specialists)
1 2
T
y
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a
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4
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1 2
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a
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d
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c
u
m
57
11 From what source you first found out about Masaryk University
a Website search engine
b Advice of friends parents etc
c TV
d Newspaper please specify____________
e Journals please specify____________
f Billboards
g Website banners please specify website_______________
h Other source__________________________
12 (Only for current students) If you had do it over again would you still choose MU If not please
specify why
a Yes
b Not sure
c Probably would
d Probably would not (please specify why)
__________________________________________________________________________________
__________________________________________________________________________________
________________________________________________________________
13 (Only for current students) Please describe your level of general satisfaction with university
a Not satisfied at all
b Neutral
c Satisfied
d Very satisfied
58
14 (For both current and prospective students) Do you think MU degree will help you to get above
average salary in your home country
a No b Probably not c Not sure d Probably yes c Yes
15 If you think that MU degree helps to get well paid job in your home country what might be
reasons for that (more than one reason can be selected)
a High standard European education d Possibility to pass internship in Europe
b Degree specialization choice e Other_________________________
c Education in English language
iv
ACKNOWLEDGEMENTS
This work would not gain such academic and practical weight as it would not be under
constant coordination of Ing Radoslav Škapa PhD his persistence and patience
Choosing a topic and further theoretical and practical implications in this work were
supported by my internal motivation to truly conduct all steps of marketing research Topic
―Quantitative marketing research proposed by Ing Radoslav Škapa PhD was indeed
something I was looking for It encompasses two main steps in any research theory and its
implication which to my point of view prepares a good specialist for the professional career
I am also grateful to all respondents who participated in my survey for their time and
serious approach to this process
Brno in April 2012
Ilya Shaiderov
Number of words 17 750
v
ACRONYMS
HE Higher education
MU Masaryk University
vi
Table of Contents
INTRODUCTION 1
LITERATURE REVIEW 3
1 THEORETICAL PART 5
11 Marketing versus Market research 5
12 Quantitative versus Qualitative Research 5
13 Marketing Research Process 6
14 The Research Plan 13
15 Measurement 13
16 Designing Questionnaires 14
17 Inaccuracy 15
18 Ambiguity 16
19 Hints to improve quality of questionnaire 18
110 Sampling procedures in Marketing Research 20
111 Editing Coding and Descriptive Analysis 23
112 Research Errors 24
2 PRACTICAL PART 25
21 Marketing Research Process Applied 25
22 Analysis and interpretation of data 28
23 Secondary data 28
24 Primary data 35
RESEARCH REPORT 45
CONCLUSION 49
REFERENCES 51
Appendix A Questionnaire 54
1
INTRODUCTION
―The elements of globalization in higher education (HE) are widespread and
multifaceted and the HE market is now well established as a global phenomenon especially
in the major-English speaking nations Canada the US Australia and the UK In the context
of increasing competition for home-based and overseas students higher educational
institutions now recognize that they need to market themselves in a climate of international
competition (Hemsley-Brown JV and Oplatka I2006)
The main idea of this research is to analyze secondary information about HE marketing
around the world to detect potential solutions to MU (Masaryk University) problem
(attraction of international students) After this set of potential solutions will be developed
there will be next step ndash verification on the extent of those solutions match with real MU
situation To get this verification researcher should proceed to obtain primary data including
questions that will prove or disprove world practices in HE marketing solutions The final
result of this procedure will be mix of proved MU problems which exist in world practices
(solutions will be applied according to secondary data) and problems which inherent only in
MU university (in this case researcher should propose potential solutions which will improve
current situation)
In order to increase accuracy of primary data collection common research errors will be
taken into consideration and verified according to proposed procedures Errors are briefly
mentioned in the practical part but the detailed explanation of some of them will take place
only if one of those will arise during the research process
Research goal of this study is to identify ways on how to increase students` inflow into
MU by means of detecting general preferences of MU customers (prospective and current
students) The motivation to reach this goal is coming from the secondary information
gathered Despite the fact that HE marketing is a new stream in marketing itself there are
many tools on how to increase studentslsquo enrollment University potential to increase
international studentslsquo inflow derives from university image reputation branding mobile
marketing Google analytics and many more which is explained in secondary information
part Motivation to improve MU HE marketing activities comes from the point that current
students have more possibilities to travel abroad ―It has been estimated that more than 16
2
million students study outside of their home countries with more than 547000 studying in the
United States (Pimpa 2003) So there is a huge potential for universities to attract
international students through marketing campaigns
In this work MU considers as an organization which has a goal to increase quantity of
students enrolled from abroad For this reason any company should understand its customer
(needs threats and opportunities) Usually company has several categories of customers
―Some buy because they find your price to be the lowest some because they find your
services to be outstanding while some purchase from you because of your reputation in the
industry (Rodriguez 2004) Even though there is set of categories of customers the main
feature always exists So this work is devoted to depict the ―main customer for Masaryk
University
For this purpose quantitative marketing research is a tool to solve this Different
categories of customers give criteria to improve sales for a company ―It is important that you
know what customers consider most valuable about your products or services (Rodriguez
2004) That is why quantitative marketing research would bring up those values of the MU
education for further improvement Moreover it will display disadvantages of MU higher
education which after all should be improved to make them as advantages
Results of marketing research have several consequences The first one company gets
closer to its customer and it can promote its products according to customer characteristics in
social class lifestyle marital status and etc The second one company might redesign its
product or service according to specific advices of customers And last one is that a company
can find one more target market which responds to company marketing mix All these items
allow marketing manager to crystallize its target market and give ways to increase sales But
the final destination for a company is to transform from market driven entity to market
driving one
An article published by Jarowski Kohli and Sahay in 2000 year ―Market-Driven
Versus Driving Markets states that in general there are two main strategies to market
orientation ―1) traditional market driven approach based on understanding and reacting to the
preferences of customers and actions of players (customers competitors) within a given
market structure and 2) driving markets by influencing the structure of the market andor the
behavior of market players (customers competitors) in a direction which would enhance the
position of the focal business (Kohli Sahay 2000) They also argued that these two
approaches are complementary because a company can in the beginning use market driven
3
approach to support its sales and generate profit and after shift to more market driving
approach In general it is difficult to state that market driving approach is the future for all
companies which seek success for a long term But there is certainty that if a company keeps
track on current tendencies on the market it might propose some products which would be
highly demanded in the shortest future Vyas and Souchon (2003) argued that experience in
specific markets might lead to intuitive understanding of customers` future needs or wants
that would facilitate a market driving approach focused on said customers` unstated or
unknown needs
Once a company needs to know its customer the only way to do it is to ask a
customer It can be done by means of primary or secondary researches which have several
pros and cons Also primary research has two options quantitative or qualitative marketing
research
LITERATURE REVIEW
The definition of education marketing was created by (Kotler and Fox 1985) in the
following form ―The analysis planning implementation and control of carefully formulated
programs designed to bring about voluntary exchanges of values with a target market to
achieve organizational objectives
The conception of a client in the tertiary education sphere was one of the main topics
in 1990s For example (Conwey 1994) highlights that there are two perspectives of
approaching a university client In the first case the clients are students who are offered study
programs by universities In the second notion the clients are employers and companies to
whom students present the product of the university
Students remain as a main target group for universities and marketing communications
directed to their needs and preferences From this point applicability of traditional marketing
research process takes place Thorough description is given by (Smith and Albaum 2005)
who gave clear and simple path of stages in marketing research process
In the problem formulation stage (Barabba Zaltman 1991) gave strong arguments for
differentiating management problem from a research problem They emphasize on the ability
of researcher to translate management problem into research problem
4
(Robert S Michael 2002) gave the most profound characteristic of scientific method
of inquiry which has been chosen for this study Two stages of his proposed method of
inquiry are not included due to different research design taken for this study ndash explorative
(Cooper Schindler 2003) stated several compelling reasons for sampling They
mentioned two types of sampling one of them has been incorporated into this work ndash
probability sampling
Measurement of variables in this work has been done according to (Hair Bush
Ortinau 2006) by assigning numbers and labels to multiple choice answers in questionnaire
The matters of ambiguity and inaccuracy in research have been covered by (Smith
Albaum 2005) (Hair Bush Ortinau 2006) and (Sekaran Bougie 2009)
Research questions arose from two articles wrote by (Jonathan Ivy 2008) and another
one by (Hsuan-Fu Ho Chia-Chi Hung 2008) (Jonathan Ivy 2008) argued in his article that
there are three more elements in marketing mix when talking about service oriented business
like university Those elements were given names as ―People ―Processes and ―Physical
evidence (Hsuan-Fu Ho Chia-Chi Hung 2008) included another important factor for
university promotion and it is the extent of employability after graduation from university
(Dr DJ Toncich2008) is talking about deviations in university slogans and real
university standing In his article there is also explanation of the ways on how to promote
different parts of university image Along with this (Nguyen and Le Blanc2001) emphasize
on market positioning (Bonardi amp Ekwulugo 2003) claimed customer oriented approach that
university should take into promotion and development educational process
Partially (Harry Hayward 2011) touched the matter of video clips as effective tool to
promote university image With support of (Bruce Snyder 2011) web analytics became
another effective tool of keeping track of different target markets and customer preferences
tendencies
(Jarvis J 2008) emphasize on overall marketing politics which encompass existing
blogs analysis creation of internal and external blogs for sharing ideas problems and
thoughts among students and university staff He also proposes to include useful links in
company website
5
1 THEORETICAL PART
11 Marketing versus Market research
It is essential to differentiate those two terms in order not to be mistaken in research
process In the article ―Market research versus marketing research by Jacqueline Oud
market research provides more general information about the market This research can
answer such questions as country specifications market potential and accessibility overall
customer information (who what where when and how) On the other hand marketing
research has more detailed and deep information about customers and their attitude toward
company products This research can be done through interviews customerslsquo feedbacks after
product trials follow-up of the consumer and its behavior It means that marketing research
can include market research but not vice versa
Usually those two terms are used together because market and marketing research can
interconnect during the process of identifying product positioning So this study is
concentrated mainly on conduction marketing research If from the survey it becomes obvious
that some reasons of MU choice related to university environment (eg country
specifications) it will be made partial market research using secondary data
12 Quantitative versus Qualitative Research
The primary aim of a Qualitative Research is to provide a complete detailed description
of the research topic Quantitative Research on the other hand focuses more in counting and
classifying features and constructing statistical models and figures to explain what is
observed
The researcher serves as the primary data gathering instrument in Qualitative Research
Here the researcher employs various data-gathering strategies depending upon the thrust or
approach of his research Examples of data-gathering strategies used in Qualitative Research
are individual in-depth interviews structured and non-structured interviews focus groups
narratives content or documentary analysis participant observation and archival research
6
On the other hand Quantitative Research makes use of tools such as questionnaires
surveys and other equipment to collect numerical or measurable data
Qualitative Research is primarily subjective in approach as it seeks to understand human
behavior and reasons that govern such behavior Researchers have the tendency to become
subjectively immersed in the subject matter in this type of research method
In Quantitative Research researchers tend to remain objectively separated from the
subject matter This is because Quantitative Research is objective in approach in the sense
that it only seeks precise measurements and analysis of target concepts to answer his inquiry
(Experiment-Resourcescom 2009)
The question remains what method should be used after all This study aims to find out the
answer to an inquiry through numerical evidence so quantitative research is applicable in this
case If in the future researcher would like to explain further why this particular event
happened or why this particular phenomenon is the case then Qualitative Research comes
into practice
13 Marketing Research Process
According to Karole Friedmann (2003) Director of Products and Services for the
marketing services company Market Research Project Management Inc marketing research
project will be effective only if the information it provides leads to better business actions
decisions products or strategies In general marketing research is correlated with decision
support system when company executive decreases the risk of uncertainty by conducting
research Successful marketing research provides options for future actions in company
strategy High quality marketing research is proportional to high quality decision
―Marketing research is the systematic and objective search for and analysis of
information relevant to the identification and solution of any problem in the field of
marketing There are several important points in this definition First marketing research is a
systematic search for and analysis of information Careful planning throughout all stages of
the research is a necessity Researches must start with a clear and concise statement of the
problem to be researched Good research practice requires that the information sought the
methods used to collect the information and the techniques employed to analyze the
information be systematically and carefully laid out in advance (Smith Albaum 2005) Also
7
objectivity of marketing research plays another important role in successful marketing
research This criterion allows omitting escalation of commitment and clearly reflecting
current situation
There are pitfalls during marketing research process The most common ones are pseudo-
research and advocacy surveys Pseudo-research is done simply to come up with desired
results There is no objective and ethical approach Advocacy surveys are developed in such a
way that serves the needed answer Along with these two pitfalls the major one for doing
successful research is escalation of commitment when researcher is unable to consider other
variants of research results All these drawbacks might lead to waste of time and money spent
for research
Marketing research process consists of nine steps
Problem formulation
Method of inquiry
Research method
Research design
Selection of data collection techniques
Sample design
Data collection
Analysis and interpretation of data
Research report (Smith Albaum 2005)
Problem Formulation
―From the researcher`s point of view problem formulation means translating the
management problem into a research problemhellip An accurate problem formulation specifies
the types of information needed to help in solving management problemhellip the quality of
thinking about an issue (ie a problem situation) prior to data collection largely determines
the quality of thinking (ie analysis and problem solving) after the data have been collected
(Barabba Zaltman 1991)
Problem itself contains several components
1) The manager(s)decision maker(s) and his her or their objectives
2) The environment or context of the problem
3) The nature of the problem
8
4) Alternative courses of action
5) A set of consequences that relate to courses of action and to the occurrence of events not
under the control of the manager
6) A state of uncertainty as to which course of action is the best (Smith Albaum 2005)
Objectives have wide scope of variability starting from profit increase to serviceproduct
improvement ―The fewer the objectives of any study the easier it is to keep track of progress
toward the objectiveshellip Objectives vary from jointly agreed-upon corporate objectives to the
individual objectives of each employee (Smith Albaum 2005)
Environment of the problem can be related to the market research because it encompasses
such aspects as level of income and rate of growth in the market degree of competition and
government regulation Upon that it might also consider consumer tastes and preferences
Environment has a wide set of factors so researcher should define those factors which are
relevant to the problem
Method of Inquiry
The next stage in marketing research process is method of inquiry or method of
investigation The most objective and reliable is scientific method This method is effective
during the starting point and during the process of results check The main and most profound
characteristic of this method is objectivity It consists of the steps listed below
1 Observation and description of a phenomenon or a group of related phenomena An
investigator has little of prior information This is the stage when qualitative methods may
provide considerable information about what-is
2 Formulation of a hypothesis to explain the phenomena In educational research the
hypothesis is often a question about the relationship between or among variables that may
influence learning The hypothesis may be one that merely asks whether a relationship exists
(correlation research) or the hypothesis may state a cause-and-effect relationship
3 Predict the existence of other phenomena using the hypothesis or predict the results of new
observations
4 Conduct experimental tests of the predictions by several independent experimenters who
use proper experimental methods (Robert S Michael 2002)
9
Research Method
In addition to method of inquiry researcher should select research method There are two
types of research methods experimental and nonexperimental In former type of method
researcher can intervene into research experiment and control external variables It is vice
versa in nonexperimental method (Smith Albaum 2005)
Research Design
Another step in marketing research process is research design which is considered as
specific methods and procedures to obtain information needed Research design stipulates
what information to collect from what sources and using what procedures The key marker of
successful design is whether information collected relates to research problem along with
objectivity and efficiency There are three classes of designs ndash exploratory descriptive and
causal In exploratory design researcher identifies and formulates problem along with
development of alternative courses of action It is also considered as a first step in a broad
study in order to get sufficient knowledge and narrow down the problem area Sequence in
exploratory studies lead to three steps
Search of secondary information
Interview experts in a given field
Checking similar situations
Descriptive research design is more narrowed in contrast to exploratory one In former
specific research questions are postulated already The research problem is familiar and
specific This research is preplanned and structured Descriptive research covers such areas as
product research promotion research distribution research and pricing research
Causal studies help to predict causes of deriving such hypothesis The key purpose here is to
define relationships of causal factors to the effects of our prediction Researcher might build
a chart depicting several possible factors that brought situation to a current condition If there
is only one factor this would directly have influence on the situation If there is more than one
factors it is time to verify which one of those led to situation change This approach is called
casual relationship If there is only one factor there might be applicable deterministic
causation Another type of causal studies in probabilistic causation which is expanded version
of deterministic causation with more than one variable (Smith Albaum 2005)
In marketing research sources of information vary but serve as a tool to decrease uncertainty
and check hypothesis There are secondary sources respondents natural experiments
10
controlled experiments and simulation Secondary sources are taken from external
organizations which conducted research with similar purposes Usually it is statistical
committees government bodies NGO`s and etc Respondents also serve as a source of
informative and behavioral information Experiment usage might also bring valuable
information Sometimes it is better (high expenses time shortage) to implement simulation to
a certain situation Simulation is considered as a set of techniques for manipulating a model of
some real world process to find numerical solutions useful in the real process being modeled
(Smith Albaum 2005)
Selection of data collection techniques
Information itself is divided into three categories primary secondary and commercial
Secondary information is gathered by passing actual research conduction Primary
information is coming from data collected by investigator and serve as a main answer to
research question Commercial data is collected by marketing agencies and contains primary
and secondary information
It is better to start collecting secondary information first because it is less expensive and it
can offset the need of doing own research Even though if it will not solve the problem
secondary information can clarify the problem in more detail and help to develop advices to
research questions Also help in planning the gathering of primary data and defining the
population and selecting the sample
Secondary Information
Secondary information has two types ndash internal and external Internal information can be
found within the company past researches and report whereas external is outside of the
company Using internal secondary information will shed light on model and size of product
by area kind of account and industry medium amount of sales by area sales volume
percentage share of sales by product model product size etc External secondary information
allows verifying overall size of market characteristics of market features of competitor
products prices and promotion (Smith Albaum 2005)
Primary Information
The major source of marketing research is primary data In the process of gathering this
data researcher deals with respondent Respondent is a person who provides answers to the
11
questionnaire developed by researcher Answers are not the only findings that can be
collected in primary data collection Respondentslsquo behavior is another key aspect to observe
and analyze future choice of consumer
The main advantage of primary data collection is itlsquos up to date information which respond
researcherlsquos main criteria ndash the extent of the obsolescence of collected data That is why
primary data gives more realistic view to the researcher Another advantage is that primary
information can be collected in varied ways from interview to email questionnaire This gives
researcher flexibility in choosing process Cost and time spend to acquire this type of
information varies It can be attributed to the quantity of respondents should be asked their
accessibility in terms of location and etc So it is the researcher who decides whether to
collect primary data or not based on availability of secondary data time and budget of
research
The main disadvantage of primary data collection is incorrect questionnaire design
(questions answer options place of survey and etc) If doing so researcher may mislead
himself in data analysis and come up to a wrong conclusion Time might be another aspect to
consider as disadvantage for collecting primary data There is higher possibility to obtain
statisticalmarket research from some agency already prepared rather than spending time in
collecting surveys analyze them and synthesize to make final conclusion The best option is
of course to attain secondary information about the topic and then based on its outcomes
collect primary information
In this study will only be included quantitative techniques Questions will be included to
derive attitude to contemporary high education among students
Sample Design
It is rare that in marketing research the whole population is analyzed Sample is mainly a
small representative group of people that reflects all potential consumers Sample selection is
derived from consideration of the relevant systematic and variable errors that might occur
during the research process (Smith Albaum 2005) ―There are several compelling reasons
for sampling including (1) lower cost (2) greater accuracy of results (3) greater speed of
data collection and (4) availability of population elements There are two types of sampling
to choose nonprobability and probability sampling Probability sampling is based on the
concept of random selection ndash a controlled procedure that assures that each population
element is given a known nonzero chance of selection In contrast nonprobability sampling is
12
arbitrary and subjective Each member does not have a known nonzero chance of being
included (Cooper Schindler 2003)
Analysis and Interpretation of Data Collected
The first step in processing of data is editing of complete schedulesquestionnaires Editing
is a process of checking to detect and or correct errors and omissions Editing is done at two
stages first at the fieldwork stage and second at office
Field editing
During the stress of interviewing the interviewer cannot always record responses
completely and legibly Therefore after each interview is over he should review the schedule
to complete abbreviated responses rewrite illegible responses and correct omissions
Office editing
All completed schedulesquestionnaires should be thoroughly checked in the office for
Completeness accuracy and uniformity
Coding
Coding means assigning numerals or other symbols to the categories or responses For
each question a coding scheme is designed on the basis of the con med categories The coding
schemes with their assigned symbols together with specific coding instructions may be
assembled in a book After the transcription of data is over data are summarized and arranged
in a compact form for further analysis This process is called tabulation
Tabulation
Thus tabulation is the process of summarizing raw data and displaying them on compact
statistical tables for further analysis It involves counting of the number of cases falling into
each of several categories
Tabulation can be done by hand or by mechanical or electronic devices The choice depends
upon the size and type of study cost considerations time pressures and the availability of
tabulating machines or computers In this project tabulation and statistics will be done by
using Microsoft excel spread sheet (Debeka 2003)
The Research Report
―Results of the research can be described in short or in long reports Short reports are
appropriate when the problem is well defined is of limited scope and has a simple and
straightforward methodology Short reports are about five pages Long reports are of two
13
types Technical report is written for an audience of researchers And management report
written for the nontechnically oriented manager or client (Cooper Schindler 2003) This
paper is considered to be a tool for a managing director (dean) of the university who might
not have research background so the results of the research will be represented as managerial
report
14 The Research Plan
Research plan is needed to organize everything in a way that each stage would clearly
derive from the previous one It is a tool to control and follow up all procedures of research
project It starts off with stating objectives (primary and secondary) then problem analysis
(includes research problems questions hypotheses interconnection between objectives and
problem) Research design is next one It has four subsets (1) research methodology (how the
research will be made) (2) research techniques (methods and procedures for data gathering)
(3) sample design and selection (what is the size of sample is there any subsamples how you
will make sure that it is representative sample How the sample size was determined) The
fourth stage of research plan is proposed analysis (tabulation procedures cross-analysis
tabulations and their reasons type of statistical analysis) (Smith Albaum 2005)
15 Measurement
In marketing research measurement plays a key role Accurate measurement of variables
brings to right results and therefore to right management decisions The main goal of accurate
measurement is to characterize customers` attitude toward a product ―Researchers use the
measurement process by assigning either numbers or labels to (1) people`s thoughts feelings
behaviors and characteristics (2) the features or attributes of objects (3) the aspects of ideas
or (4) any type of phenomenon or event using specific rules to represent quantities andor
qualities of the factors being investigated For example to gather data that will offer insight
about people who shop for automobiles online (a marketing phenomenon) researcher collects
information on the demographic characteristics attitudes perceptions past online purchase
14
behaviors and other relevant factors associated with these people (Hair Bush Ortinau
2006)
Two of the primary criteria of evaluation in any measurement or observation are
Whether we are measuring what we intend to measure
Whether the same measurement process yields the same results
These two concepts are validity and reliability Reliability is concerned with questions of
stability and consistency - does the same measurement tool yield stable and consistent results
when repeated over time Validity refers to the extent we are measuring what we hope to
measure (and what we think we are measuring) To apply these concepts to social research
we want to use measurement tools that are both reliable and valid We want questions that
yield consistent responses when asked multiple times - this is reliability Similarly we want
questions that get accurate responses from respondents - this is validity (Smith Albaum
2005)
16 Designing Questionnaires
After determining established set of scale measurements it is the time to format them into
an instrument for collecting raw data from respondents The purpose of designing reliable
questionnaire is to collect high quality primary data which can be easily transformed into the
information for the manager The main principle in developing questionnaire is its logic
objective and consistent approach rather than creative way of questions development
Everyone understands that words go into questions and that questions go into questionnaires
but not everyone understands that writing questions does not give you a questionnaire (Hair
Bush Ortinau 2006)
During the procedure of formulating and asking questions response nonresponse errors
occur Nonresponse errors can occur due to the length of questionnaire or questions their
complexity or inclusion of personal questions To avoid such type of error it is necessary to
use innovative way of questions formulation by keeping them concise and in the same time
sufficient enough The next step is to shuffle up the formats of questions to keep interest of
respondent to answer Keeping respondent well informed about directions of each part of
questionnaire is also important Researcher should put emphasis on style and format of
questionnaire (font color of paper graphic attributes etc) The final aspect is numbering the
questions to help keep track for both researcher and respondent
15
Response error rise when the actual value of variable contradicts with one in the report
This error can rise from both sides researcher or respondent Respondent is considered as a
person who provides information through communication (interviews questionnaire) or
observation (researcher observe behavior of respondent) Response error though can occur
during one or both of those processes To verify reasons of errors researcher should analyze
steps in delivering information The first one is information formulation and the second is
information transfer Inaccuracy happens during formulation step and ambiguity during
information transfer to respondent (Smith Albaum 2005)
17 Inaccuracy
Inaccuracy as a cause of questionnaire design means that false report is obtained from the
attitudes preferences beliefs feelings of respondent Questions and scales must be used that
enable to get the whole picture of respondent perception on the matter rather than to get a
fragment of his perception Accuracy itself refers to the degree to which the data provide the
researcher with a description of the true state of affairs From this point ―questionnaire design
precision rise up which is the extent to which a questionnaire design can reproduce similar
results over repeated usages (Hair Bush Ortinau 2006)
There are two types of inaccuracies predictive and concurrent Former one is caused by
inaccurate intentions of researcher during problem formulation Concurrent inaccuracy
happens when respondent intentionally provides inaccurate information
Inability to respond and unwillingness to respond are the most common concurrent
inaccuracies Inability to respond happens when question is posed the way it is hard to answer
without certain actions of respondent (check look up some features of product in question)
These problems might occur if respondent does not remember product features questionnaire
is unrealistic badly designed or directed to improper person Also if construction of questions
is developed with misuse of words or general terms
―Unwillingness to respond deals with motivation of respondent Respondent will not
provide accurate or any information due to several costs One of them is time costs which
require respondent to spend time for questionnaire completion So if respondent is busy or
questionnaire is too long she would answer the questions as quick as she can without paying
attention to accuracy For this reason questionnaire section will contain this phrase ―Do you
16
have time now to answer questions or would you rather set a time when I could contact you
again
Second problem is perceived loss of prestige Some questions might influence prestige of
respondent and then he tends to answer in a way not to lose his prestige which leads to
inaccurate answer Examples of areas which involve prestige level is age income educational
level and job position The main key to solution of this problem is to ask for information
twice in different ways
Third area of questions that might bring to unwillingness to respond is invasion of privacy
If questions touch private information about respondent inaccuracy and nonresponse take
place Such area includes questions about family matters income and money attitude finance
respondent hygiene political views religion and etc In this case indirect questions can help
or in case of direct questions still have to placed they should be included in the end of
questionnaire (Smith Albaum 2005)
18 Ambiguity
Ambiguity is considered as errors in constructing written and oral words or behavior
Inaccuracy errors occur during the formulation of information whereas ambiguity errors
happen during transfer of information through communication or observation Unambiguous
situation is the one where researcher asks question and respondent answer based on the same
meaning of words In this case two phase process takes place When question interpreted by
respondent has the same meaning as it is in interpretation of researcher And answer by
respondent is understood the same way as by researcher (Smith Albaum 2005)
―The language of the questionnaire should approximate the level of understanding of the
respondents The choice of words will depend on their educational level the usage of terms
and idioms in the culture and the frames of reference of the respondents If some questions
are either not understood or are interpreted differently by the respondent the researcher will
obtain the wrong answers to the questions and responses will thus be biased Hence the
questions asked the language used and the wording should be appropriate to tap respondents`
attitudes perceptions and feelings (Sekaran Bougie 2009)
Also implicature is an issue related to ambiguity when researcher is using elliptical
sentences (starting with ―Why ―What ―How) and respondent fill in the missing content
17
by herself In standardized interviews respondent should interpret questions as he can which
leads to miscommunication and wrong results So conversational interviewing is when
researcher is trying to explain the meaning of question and not influence the answer (Smith
Albaum 2005) Interview refers to qualitative method to obtain data this study has
quantitative research so it becomes crucial to construct clear and concise questions For this
purpose there will be pretest of questionnaire research by giving out it to my friends and get
feedback Another way to track understanding level of respondent is to set sub questions in
questions which contain highest probability to mislead respondent By simply asking the level
of question comprehension (good or fair) researcher can identify the level of ambiguity in
answers and track those answers which are answered with ―good level of understanding
Question form and question wording has certain relationship to ambiguity
There are four questionanswer types
1 Free answer (open-ended text)
2 Dichotomous and multiple choice answers (select k of n)
3 Rank order answers
4 Constant sum answers
1 Free answer questions imply that respondent will give full answer to the question in his
own words This type of questions require respondent to have ability to express completely
and concisely That is why free answers have great extent of ambiguity during interpretation
process
2 Dichotomous and multiple choice answers are the most common in questionnaires
development General form for both of these answer types is selection of ―k optional answers
out of ―n available ―Select exactly 1 of n Answers is one of such type of answers This is
simple form where k=1 and n is up to researcher desire In dichotomous question options (n
values) range into two extremes (―Yes ―No ―In favor ―Not in favor ―BuyDo not buy
etc) Multiple choice answers are just an extension of dichotomous questions Multiple choice
questions may require selection of several ―k out of ―n possible answers or selection
unlimited amount of ―k answers out of given ―n options
3 Rank order answers allow to put gradation to answer options This type of answers
characterizes data on the most prevailing option and the one which has the least importance to
18
respondent Typical questions can include determining ranking of preferences first to last
most current to least current and etc The most common bias here is that first optional answer
in the question has more chances to be selected Also tied rankings may cause another
problem of data weakening When it is allowed to rank several answer options into one
ranking level it is impossible to determine results out of this answer For the efficiency
purposes maximum of answer options given in rank order questions vary from five to seven
If it is more than seven it is hard for respondent to identify clearly the right ranking order
4 Constant sum question is the form of ranking using allocation of one hundred percent to
the options containing reasons for the statement asked It can be options for the reasons of
company product purchase (Smith Albaum 2005)
Also to create a good questionnaire researcher should include ―positively and negatively
worded questions Instead of developing all questions positively it is better to mix them with
negatively worded questions to reduce the probability of mechanical filling the questionnaire
by respondent ―A respondent who is not particularly interested in completing the
questionnaire is more likely to stay involved and remain alert while answering the questions
when positively and negatively worded questions are interspersed in it For instance if the
respondent has circled 5 for a positively worded question such as ―I feel I have been able to
accomplish a number of different things in my job he cannot circle number 5 again to the
negatively worded question ―I do not feel I am very effective in my job hellip The use of
double negatives and excessive use of the words ―not and ―onl should be avoided in
negatively worded questions because they tend to confuse respondents (Sekaran Bougie
2009)
19 Hints to improve quality of questionnaire
A Neutrality and don`t know or no opinion
It is an option given to respondent to remain neutral to the question provided Once third
option is included researcher does not force respondent to answer and it makes questionnaire
more polite to respondent Based on the nature of the question researcher may include such
options like ―don`t know ―no opinion or ―not applicable ―Don`t know might be
attributed to question dealing with some facts whereas ―no opinion can be attributed to a
19
certain attitude of respondent If such type of option will be included it is important to
increase sample size because of increased probability for respondent to choose neutral answer
B Dichotomous questions
It is the easiest type of questions for respondents It is considered as a question with
average probability for being ambiguous But it has the lowest probability of being ambiguous
among free-answer questions and multiple-choice questions
C Multiple choice questions
The researcher has two options if she wants more detailed information in a certain
question It is to create multiple choice question or free-answer question Usually multiple
choice questions are more complex and longer than the other two (dichotomous and free-
answer) Ambiguity in such type of questions derives from inability to formulate mutually
exclusive alternatives Another reason for ambiguity is limitation of the chosen answer
Respondent should select only one option which most widely answers the question For this
reason researcher may offer to select as many options as respondent wishes There is a table
below which shows relative probability of ambiguity related to form of question
Table 1 ―Form of Question and Relative Probability of Ambiguity (Smith Albaum 2005)
D Question wording
Selection of right words plays important role in questions development So in wording
choose researcher should be extremely careful Ambiguity in wording has several sources
Question length
Respondent unfamiliarity with some words
Relative Probability of Ambiguity
Form of Question Question Answer
Free-answer Lowest Highest
Dichotomous Average Lowest
Multiple-choice Highest Average
20
Ambiguity of context
Two questions included in one sentence
Too broad questions
If questions are too long this will confuse respondent and affect data accuracy For this
reason researcher should keep questions concise and clear If some words in question are
unfamiliar to the respondent this will also lead to confusion and inability to provide right
information So in case of scientific wording in questionnaire and non-homogeneous
backgrounds of respondents low level of vocabulary should be used Also researcher should
verify whether questions imply only one matter in order not to mislead respondent Questions
that lack specificity should also be avoided Those questions are developed with general
words like ―how often for example
In general researcher must provide alternative question wording pretesting and
verification by observation In alternative question wording first have of sample group may
get options in one order and the second one in reverse order Once questionnaire is ready
pretesting is another good way to decrease ambiguity Only one concern here is to choose
relatively the same group of respondents as it will be in the real research By close
communication with respondent in pretesting step researcher can determine some troubles
misunderstandings arose during this step And last advice is verification by observation
Researcher can (where it is possible) verify answers of respondents by observing their actions
related to questions answered It is not the easy activity so only those questions will be
verified where it is possible to do so (Oppenheim 1992)
110 Sampling procedures in Marketing Research
―Sampling is a selection of small number elements from a larger defined target group of
elements and expecting that the information gathered from the small group will allow
judgments to be made about the larger group The main idea of sampling is that a decision is
based on the assumption that the smaller portion or sample is representative of the larger
population (Hair Bush Ortinau 2006)
There should be a strict order in defining sample for research
21
Chart 1 ―Defining Sample
Sampling procedure starts with defining of population Population is amount of units
(individuals legal entities households) which has one or more similar feature among each
other In order to specify population researcher should answer such questions as what kind of
units (elements of analysis) to be included where they reside or their origin and when
(dimension of units in terms of timeframe) Population should be defined as precisely as
possible At the moment of finalizing population definition investigator decides whether it is
necessary to investigate the whole amount of population (census) or a part of it (sample) The
choice depends on the size of population If the size of population is small census can be an
optimal option otherwise should be created sample
Sample design includes type of sample sampling unit and sample frame Majority of
samples are selected by choice of investigator as non-probabilistic method Where
investigator selects elements of sample in terms of convenience availability and own
judgment Researcher uses table or any other random selective device for the probable
method (Smith Albaum 2005)
Define population
Sample design
Sample size
Estimate costs of sampling
Census vs Sample
Execute sampling process
22
―Sampling unit is the basis of the actual sampling procedure It is that segment of the
population actually chosen by the sampling process The sampling unit may contain one or
more population elements That is these units may be individual elements or aggregates of
individual elements (Smith Albaum 2005)
Sample frame is considered as a list of elements of the population For instance it can be
list of characteristics of elements which are expected to pass the interview or fill out
questionnaire In a perfect case sample frame should determine each population element once
and should not include those elements which are not in the population criteria There several
options below of inaccurate sample framing process
Chart 2 ―Sample Framing Processes
A Incomplete
Sampling frame
B Too Comprehensive
C Combination
Sampling frame Population
Sampling frame Population
Population
23
There is also set of questions to ask during generation of sampling list
Does the list contain everyone in the survey population
Does the list include names of people who are not in the study population
How is the list maintained and updated
Are the same sample units included on the list more than once
Does the list contain other information that can be used to improve the survey
(Dillman 2000)
There are four traditional approaches for the determining sample size
1 Arbitrarily or judgmentally determined
2 Minimum cell size in analysis
3 Based on budget
There are two types of costs in sampling process fixed and variable Fixed costs are those
which are determined and constant Variable costs depend on the volume of study being
conducted The dashed line in the upper graph shows interrelation between costs and sample
design If costs are too high researcher reconsiders sample design or sample size
The last step is actual choice of sample There are two main criteria for this process
sample must be adequate and representative For the sample being representative means that it
reflects overall characteristics of the whole population Adequacy is sought in sufficient
amount of elements selected to provide stable results Also there are two types of sampling
designs probability and non-probability samples Non-probability sampling differs from
probability sampling on the basis that in non-probability sampling the sample elements do
not have a known nonzero chance of being selected for the sample In probability sampling
each element has a known and equal probability of selection This study incorporates
probability design because there are no any predisposed respondents (Smith Albaum 2005)
111 Editing Coding and Descriptive Analysis
―Completed questionnaires or other measurement instruments must be edited coded
entered into a data set for processing by computer and carefully analyzed before their
complete meanings and implications can be understood (Smith Albaum 2005)
24
The main reason for this process is converting data obtained into information which will
provide inferences and answers to research question A certain sequence is needed to perform
successful data analysis In short there should be definition of response categories at first
then editing and coding and at last tabulation All these three steps will be implemented in the
practical part
112 Research Errors
In any research errors will occur so management of errors must apply Errors can arise in
any stage of marketing process from problem formulation to report development It is a goal
of investigator to minimize those errors The value of total error is comprised of sampling
error plus non-sampling error Sampling error (usually called as random sampling error) is the
difference between planned sample and the list of interviewees it is formed Non-sampling
errors are those which are not related to the sample itself Usually non-sampling errors related
to sort of bias as the difference between the true value of that which is being measured and the
average value derived from a number of independent measurements of it There are eight
major types of errors
Population specification ndash difference between required population and population
chosen When researcher chooses inappropriate population for the data collection
Sampling difference between required sample and the one that has been selected
When sample does not represent the population selected by using probability sampling
method
Selection error usually occurs when researcher pick up respondents whom she knows
who is more pleasant in general who is easily reached This tendency deviates real
population selected
Frame error Sample frame is a set of representatives of population who relate to
required sample The frame error occurs when elements which are not in the sample
group are investigated
Nonresponse error occurs when all members of the sample cannot be reached or they
refuse to respond
Surrogate information error occurs when investigator is unable to obtain responses and
replace it with proxy answers leading to surrogate information
25
Measurement error occurs in several stages of research transmittal response analysis
In general researcher represents information that he wants rather the real one
Experimental error When investigator is measuring the influence of independent
variables on dependent one while controlling extraneous variables (Smith Albaum
2005)
2 PRACTICAL PART
21 Marketing Research Process Applied
For this study it has been identified that the problem of current situation in MU is its
inability to attract more international students
Problem Formulation Prospective students do not choose MU for degree obtainment
Research goal To identify ways on how to increase studentslsquo inflow into MU by means of
detecting general preferences of MU customers (prospective students and current students)
Research questions
Based on the study of 7P approach made by Jonathan Ivy one research question arises
1 On what element of marketing mix students relied more when choosing MU ―People
―Physical evidence or ―Processes
From another study made by Hsuan-Fu Ho and Chia-Chi Hung second research question
arises
2 Does the possibility of domestic market employability after graduation plays the key role
for choosing MU
26
Method of Inquiry
As been mentioned in the theoretical part the first step in method of inquiry is observation
and description of a phenomenon or a group of related phenomena This step is known for its
qualitative methods of applicability
Have been studying for almost two years in MU and communicating with dozens of
international students I found several aspects to consider for MU attractiveness improvement
Students who stay longer than a semester differ from those who came just for one semester
under Erasmus exchange program This research deals with the first category of students and
for them it is important to have more frequent university-student correspondence Keeping the
fact that education process in Masaryk university different and complicated in terms of
Information Technology (student information system is very confusing with no English
version of some pages) there should be prepared an orientation seminars on how to effectively
use all university premises and surrounding city facilities It can be easily done with the help
of International Students Club which has excellent image among such clubs in Europe There
is orientation week for students but from the students point of view is more prepared to make
things done (like ISIC card issue register to information system) rather than providing
students with tools on how to achieve what they need to This can easily be done by
information system additional applications of city university map student forums and
discussion groups The information system should be done in more client friendly way with
good English translation of the web pages
This work would not include any hypothesis because of the chosen research design ndash
explorative
Research Methodology
In this will be applied nonexperimental method because of objectivity purposes There is
high risk of mislead and misinterpretation to the respondent which will affect the survey
results
Question number 1 2 3 in the survey (can be found in appendix of this work) was
included for the reason to find additional information from prospective students who intend to
continue their study Question number 11 gives idea on the effective media channel that
students got information from Question number 12 and 13 will help to summarize general
student opinion on MU and find some deviations from the rest of the questions
27
Below are the questions in the survey which relate to research question number 1 ―On what
element of marketing mix students relied more when choosing MU ―People ―Physical
evidence or ―Processes
Question number 4 6 7 was adopted from literature source (Jonathan Ivy 2008) of
theoretical part This question identifies the level of ―Processes element of marketing mix
Question number 5 based on the same literature source was adopted to verify another element
of marketing mix ndash ―People Question 8 uncovers the level of third element ―Physical
evidence Question number 10 encompasses all three elements to double check the main
criteria that students choose or consider MU to study
Below are questions in the survey which relate to research question number 2 ―Does the
possibility of domestic market employability after graduation plays the key role for choosing
MU
Questions number 14 and 15 will help to identify the level of studentslsquo motivation to enter
MU for the reason of higher chance of employability after graduation These questions were
adopted from literature source provided by Hsuan-Fu Ho and Chia-Chi Hung
Question number 9 relates to both research questions because it covers the scale of
significant factors that might affect student to choose MU
Research Design
The study entitled ―Quantitative Marketing Research attempts to accumulate the sequence
of procedures to conduct successful marketing research It has been chosen to use quantitative
research for the reason that study aims to find out the answer of a research questions through
numerical evidence This method enables researcher to gather existing information and data
regarding interrelationship between low rate of students registration to MU The study will
help to answer on two research questions posed in this work
Selection of data collection techniques
The study incorporates two techniques of data collection secondary and primary
collection Secondary information reveals current situation of HE marketing worldwide and
primary information helps to find the match up for solution of MU problem and secondary
information findings
28
Sample design
Researcher uses probability sample design with quantity of respondents equal to 26
Data collection
For study purposes data will be collected by giving out questionnaires to current and
prospective students who study or intend to study in English in MU Hard copy questionnaires
will be collected after respondents finish answering them Total collected questionnaires
amount to 26
Research errors
Population Specification error is mastered by questioning potential respondent whether
shehe studies in English Sampling difference researcher will overcome by keeping the
highest level of variety of respondents (by country of origin) Selection error is out of the
matter because researcher is not introduced to the majority of students studying in English
Nonresponse error may occur for the further purposes of the research respondents would be
asked the reasons for rejecting to fill out questionnaire The same procedure is for the
surrogate information ndash if researcher will not be able to get answers from respondents they
will be asked about the reason of rejection
22 Analysis and interpretation of data
Secondary and Primary data is analyzed and interpreted in section 23 and 24 below
23 Secondary data
Marketing communication of universities
As has been mentioned previously in this work the best option to collect relevant primary
data is to rely first on secondary information and then delve down in certain aspects by
collecting primary information In this item it will be explained what has been done in
marketing communication of universities around the world This part will also cover the
question of what communication strategies and tools the international universities use to
attract their students
29
From the first finding to start universities all over the world practicing advertising
campaigns with such words as ―Internationally renowned Award winning Prestigious
Proud history Career oriented etc But not all the time these sparkling words are real truth
―Does it actually matter whether a university has ―tradition if its current practice is poor
Does it matter if a university is ―internationally renowned if the particular course that is
being considered is known to be badly operated by local standards Does it really matter if a
university has ―a proud history if the present isnlsquot very good (Dr DJ Toncich2008)
Australian professor Dr DJ Toncich in 2008 published a book ―Study and Learning in
the Australian University System where he clearly stated various forms of
Marketing in universities of Australia ―The most common example of universities selling the
sizzle rather than the sausage appears in areas such as science engineering and architecture
where potential students are bombarded with glamorous images of spacecraft sky-scraper
buildings nuclear reactors and so on There are different ways how universities attract their
students There is a table provided by Dr DJ Toncich which explains the ways on how to
promote different parts of university image
Table 2 ―Ways on how to promote elements of university image
30
A ―Tool is a part of company (university in this case) image which should be promoted
And ―Vehicle is the way part of the image can be promoted ―Some key points to note are
that the mass media outlets (newspaper television and radio) having the broadest audience
are generally reserved for ―big picture marketing including the universitylsquos brand and
confidencereinforcement strategies Self-evidently promoting to the broadest audience is the
most costly way of getting a message out so the message needs to be simple and clear The
more specialized the audience however the more detailed the information ndash for example
university course guides and handbooks have the most specific audience and subsequently
the highest level of information density In these vehicles there is generally less content
related to the big picture issues of confidence and brand (Dr DJ Toncich 2008)
Nguyen amp Le Blanc (2001) focused on the image and reputation of the institution and
referred to the crucial role these factors played in the development of market positioning ndash
they drew on the well established concepts and theories in business sector marketing for their
study Bonsardi amp Ekwulugo (2003) who claimed that ―a centrally important principle of
marketing is that all marketing activities should be geared towards the customer also relied
on the literature used in business sector marketing and applied it to the context of higher
education
Branding is important for university to stand out in the market In ―ConnectEd
Symposium for the marketing of Higher Education (Chicago November 2011) Rich Lyons
(Dean Haas School of Business University of California Berkley) argued that
―What passes for branding in higher education is often nothing more than a catchy slogan
and logo Branding projects in universities sometimes evoke hostility indifference or bothmdash
or raise the question of why a good school would need to be so concerned about its image that
it would resort to ―corporate measures But when branding reaches deep to magnify a
schoollsquos differentiation and its core essence the result can be a powerful boost on multiple
dimensionsmdashstudent recruitment alumni interest fund raising media interest and so on And
it can resonate with key audiences emotionally to align what the school does with their
passion to change the world Dean Rich Lyons has led the Haas School of Business at UC
Berkeley in branding the school based on codifying its distinctive culture driving that culture
through its business processes and reforming its curriculum to produce a particular type of
leadermdasha path-bending leader The process is lengthy difficult and risks are high Learn why
the rewards of an authentic brand are worth the effort
31
According to this speech strong brand is coming from the culture of interaction among
students and all university staff Mainly students and professors should clearly understand
what matters mostly attracted them in chosen university (values believes attitudes etc should
match up with student`s)
Another aspect for university marketing start up procedure is reposition communications
as a strategic function in a more proactive attitude This matter has been covered by Dr Mark
Putnam President Central College IA in his article ―Do you drive the agenda or go along for
the ride In this article author ―sought to change the view of the marketing and
communications team from customer service providers to strategists He set a good example
with presidential blog using it to elevate the level of discourse at Central Putnam has a track
record for this kind of change management As senior vice president at Northeastern
University (Boston) he worked with the communications team to educate the university about
the strategic role of marketing and branding He comes by this perspective naturally (Dr
Mark Putnam 2011)
To improve university technical tools in attracting students mobile marketing is a great
way ―Mobile marketing brings challenges and opportunities to higher education when scarce
resources limit the ability to add new technologies and techniques to communication plans
We examine the mobile marketing landscape in search of whats most relevant to higher
education today with special attention to student recruitment and brand strength Areas
covered include site design for best task completion writing right for mobile sites monitoring
web analytics and integrating with traditional and social media websites (Bob Johnson
2011)
Another technical tool is digital video clips ―Video in its many forms is becoming a
major factor in our collective lives (80 million hours of video loaded to YouTube every
minute for example) As digital storytelling it is also being used in a variety of ways to build
brand equity with internal and external audiences Outcomes will be a better awareness of the
current trends in using video as a brand building tool and a field guide for teaching others
within the organization to make powerful digital stories Im currently using the workshop at
the UW to train students who will study abroad to make and distribute good quality video
about their experiences (Harry Hayward 2011) In case of brand building using video
assistance viral marketing campaign might work And the last idea which will increase
university profit is web site analytics ―The website is not only a conduit for most of your
marketing efforts todaymdashitlsquos also an incredible tool for measurement and marketing analysis
32
With web analytics you can better quantify the impact of your marketing campaigns improve
the effectiveness of your website segment visitors for micro-marketing efforts and generate
valuable marketing intelligence (Bruce Snyder 2011)
Marketing is the process of customer identification (needs views preferences financial
possibility to buy certain product) This task will be done through primary information
analysis Another task in marketing is development of ―analytics-driven approach to help to
reach a targeted student through search engines mobile smartphones text messaging email
newsletters and social media (Higher Education Marketing Company) This company has a
straight and logic view on marketing process in university which provides a wide scope of
services Google Analytics Search Engine Optimization Pay Per Click Marketing Social
Media Marketing Google Maps amp Local Search Web Design amp Development Mobile
Marketing Short Message Service (SMS) Another very effective tool is SEO (search engine
optimization) which allows embedding into the company website option for the most
important (most likely needed) words phrases while creating company web pages This set of
words with high possibility that potential customer will dial up will give opportunity for the
company website to pop up in the top list of the search engine (Google chrome yahoo etc)
Under research problem ndash low enrollment of students the researcher should look for the
findings of other studies relevant to this study problem The questions to start with are ―What
factors in university marketing practices are missing to achieve constant enrollment growth
―Is there any interrelationship of those factors and university attractiveness growth
One of the studies has been conducted among students registered state subsidized
universities in South Africa The purpose of this paper was to present a new marketing mix
based on MBA studentslsquo attitudes and opinions towards the marketing initiatives of business
schools in South Africa The findings of this study revealed showed seven quite distinct
underlying factors in the marketing activities of these business schools some covering the
same elements of the traditional marketing mix people promotion and price There were
however four different elements programme prominence prospectus and premiums ―The
marketing mix is a set of controllable marketing tools that an institution uses to produce the
response it wants from its various target markets It consists of everything that the university
can do to influence the demand for the services that its offers Tangible products have
traditionally used a 4Ps model the services sector on the other hand uses a 7P approach in
order to satisfy the needs of the service providerlsquos customers product price place
promotion people physical facilities and processes The product is what is being sold It is
33
more than a simple set of tangible features it is a complex bundle of benefits that satisfy
customer needs The price element of the services marketing mix is dominated by what is
being charged for the degree or tuition fees that are required to enroll at the university Place
is the distribution method that the university adopts to provide the tuition to its market in a
manner that meets if not exceeds student expectations Promotion encompasses all the tools
that universities can use to provide the market with information on its offerings advertising
publicity public relations and sales promotional efforts (Jonathan Ivy 2008) This traditional
model encompasses tools which deal with tangible products In case of university it provides
intangible product which needs more tools for promotion Fifth tool is people who are
considered as a staff in university (academic administrative and support staff) To have a
prominent image university should have teaching staff reputations PhD holders Professorial
title holders Also administrative staff can also play an important role to attain prospective
students by simply providing professional phone call inquiry
The newest addition to the marketing mix is physical evidence and processes Physical
evidence is attributed to internal and external appearance of the entity (from teaching
materials to facade of the building and lecture rooms) ―Processes are all the administrative
and bureaucratic functions of the university from the handling of enquiries to registration
from course evaluation to examinations from result dissemination to graduation to name but
a few During the period that the student is registered processes need to be set in motion to
ensure that the student registers for the correct courses has marks or grades correctly
calculated and entered against the studentlsquos name and is ultimately awarded the correct
qualification While this might seem quite straight forward there are numerous other
processes that need to be implemented concurrently (with the finance system
accommodation time tabling and the library) to ensure the highest level of student
satisfaction The findings of this research suggest that the traditional 4- 5- and indeed 7P
marketing services marketing mix may not be the best way to approach the marketing of
MBA programs in South Africa Using principal components factor analysis on 25 commonly
used marketing tools indicates that four new distinctive and independent elements exist along
with three elements from the traditional marketing mix (Jonathan Ivy 2008) The most
important element from the marketing mix was ―program element (the range of electives in
the degree choice of majors) The second was ―prominence of the degree (academic staff
reputations position on league tables or MBA reviews in the popular press) The traditional
promotions element of the marketing mix was split into two areas standard mass media
34
advertising and hard copy promotional materials such as the university prospectus and direct
mail posted to prospective students called ―prospectus in the MBA marketing mix The
price element is dominated by flexible payment of tuition fees which means that students are
price sensitive and looking for payment flexibility The people element has had a small
modification with face-to-face teaching being included along with personal contact with
graduates and open day attendance The final element of the new marketing mix is called
premiums This is a diverse element of the mix which included accommodation the number
of modules in the degree student exchange programmes university computer facilities and
class sizes While this element was considered the least important of the marketing tools not
offering some of these items could seriously damage the recruitment prospects of a business
school Indeed some items would be considered a standard offering of a university and
expected by a student without further consideration or evaluation (Jonathan Ivy 2008)
So from this study researcher may answer on the posed questions before There is indeed
some other factors out of the standard marketing mix which in this case (higher education
marketing) play a key role In order to finally apply those factors into the practical
implementation researcher should check whether all of those factors remain important for
MU For this purpose primary data should be collected by creating questionnaire which
includes new marketing mix tools
Another study conducted in the realm of marketing communications in Taiwan includes
other findings The purpose of this study was to examine how a graduate institute at National
Chiayi University (NCYU) by using a model that integrates analytic hierarchy process
cluster analysis and correspondence analysis can develop effective marketing strategies
This research revealed that even though universities and colleges in Taiwan have
increasingly realized the importance of having sound marketing strategies to stay competitive
they have concentrated their marketing strategies on promotion ndash advertising tuition
reduction scholarships etc This trend has often obscured the fact that marketing should be
based on customer needs with better efforts made to fulfill these needs Although market
segmentation and positioning enable marketers and institutional planners in higher education
to understand customer needs and to visualize institutional advantages in relation to their
competitorslsquo positions these are relatively new endeavors in educational marketing in
Taiwan
The results display that the five most important factors for studentslsquo school selection
were employability curriculum academic reputation faculty and research environment
35
Students perceived NCYU to be strongly associated with lower tuition fewer entrance-exam
subjects lower entrance-exam pass rates and easier graduation requirements (Hsuan-Fu Ho
Chia-Chi Hung 2008)
In order to verify whether such criteria are also indisputable preconditions for choosing
MU as a potential tertiary institution they should be included into the study questionnaire
As we can see that in secondary information there are many ways on how to improve
university standing and how to reach a customer But this information does not give us the
picture of Masaryk University customer why she chose MU what were the preferences to
choose it where she first time got to know about it and etc That is why for this part ndash to get
the picture of MU customer from primary data collection and then apply appropriate tools that
have been mentioned before would be a good combination for a successful marketing
campaign
24 Primary data
For the purpose of this study ndash increase MU attractiveness primary data has been
collected Researcher developed questionnaire which consists of 15 questions and randomly
gave out to international students The main goal of this questionnaire is to answer two
research questions set by researcher
1 On what element of marketing mix students relied more when choosing MU ―People
―Physical evidence or ―Processes
2 Does the possibility of domestic market employability after graduation plays the key role
for choosing MU
These two research questions will help to get a clue on how specifically to improve
attractiveness of MU
Data is analyzed by using excel Microsoft office application with support of various graphs
and tables It has been calculated that majority of respondents are current students in MU
which gives more in depth data describing university attractiveness
36
Graph 1 ―Identification of students` status
It is 62 of respondents stated that they are currently study in MU This will bring more in
depth data from the survey
Specializations have wider split up with two major elements Informatics and Medicine
amount to 32 and 27 accordingly Unfortunately there are no any students from sport
faculty As it has been mentioned respondents were chosen randomly so it can be obvious
that there is big amount of students studying or intend to study medicine and informatics
Graph 2 ―Identification variability of specializations
37
Country of origin table shows that students from Slovakia have majority Probably
because of country and national closeness to Czech Republic The second biggest majority is
students from United Kindom after them students from Russia and Hungary
Graph 3 ―Country of origin split up
Question number 4 relates to first research question (On what element of marketing mix
students relied more when choosing MU ―People ―Physical evidence or ―Processes)
which specifies the level of ―Process element in MU In general the level of handling phone
callemail is acceptable with 14 respondents answered as completely sufficient or completely
sufficient with additional information This shows that majority of students are satisfied with
first impression of contacting MU
38
Chart 3 ―Level of handling callemail inquiry
Question number 5 explains another element in first research question which is ―People It
is evident that for majority of students academic experience is the most important to know
about professors professionalism But it is also a big quantity of those who did not analyze
any information Five students responded that work experience in business sphere is a key
criteria to choose MU
Chart 4 ―Criteria for identifying professionalism of university teaching staff
The ―Process element is evaluated in question number six which explains the level of
administrative and bureaucratic functions in MU on the matter of convenience and usage
Number of courses
teachers offer
Quantity of
publication of
teachers
Work experience
in business sphere Academic
Experience Professional
title in
business
I didn`t analyze
any information
about academic
staff in MU
39
Chart 5 ―Convenience
On the chart it is shown that students rate these functions as convenient with only several
students who perceive it as rather inconvenient On the ―Usage chart it has also positive
trend representing that MU administrative and bureaucratic process is highly useful
Chart 6 ―Usage
Question number seven explains third element ―Physical evidence In graph below it is
obvious that majority of students do not check this element while choosing MU
40
Graph 4 ―Identification of processes element
69 replied negatively and 31 positively which means that this factor does not play a
key role in selecting university Majority of students rate MU facilities as comfortable It is
shown in the table below that eleven students rate facilities as good
Chart 7 ―Identification of physical evidence element
Question number nine encompasses several criteria which were taken from two elements of
marketing mix ―People and ―Physical evidence and some were not from this marketing
mix like ―ability to get employment in home country ―worldwide acceptable diploma
These two factors were taken from the second research question ―Does the possibility of
41
domestic market employability after graduation plays the key role for choosing MU Results
showed that students highly value ―ability to get employment in home country (16
respondents gave highest score) Also highly rated MU diploma as worldwide acceptable (15
respondents gave the highest score) Also for respondents it is important (with lower grading
score ndash ―4) ―Strong academic staff and ―Excellent laboratory facilities
Chart 8 ―MU criteria
Question number 10 includes set of common services that university provides to students
This question helps to understand what services MU provides sufficiently to students Results
showed that sufficient services that MU provides are almost all which have been mentioned in
the options list Only ―Small class sizes do not meet big majority expectations
a Ability to get
employment in home
country
b Strong
academic staff
d Library
facilities
c Excellent
laboratory
facilities
e Worldwide
acceptable diploma
42
Chart 9 ―MU services
Interesting results gave to the researcher questions number 11 which shows that mostly
students got to know about MU from internet search engines and from relativeslsquo advice
Graph 5 ―Media channel of MU
Question number 12 and 13 give overall satisfaction level with MU Question number 12
has been adopted from theoretical part which asks whether student is ready to enter university
again if heshe would have the same opportunity Question number 13 is double-checking this
statement Results are showing that majority of respondents would enter MU again and they
are satisfied with overall MU educational service
Reasonable
accommodation
Exchange
programs
Number of
modules
Small class
sizes
Internship
possibility
Research
environment Faculty
43
Graph 6 ―Choosing MU
Graph 7 ―General satisfaction of MU
Although researcher might observe big quantity of students who are relactant to answer
Graph derived from question 12 shows that half of respondents do not have such a strong
feeling to reenter MU The same situation is in general satisfaction of MU where 38
remained neutral
The last two questions deal with second research question And here results are varied
Graph 8 derived from question 14 depicts that MU degree is not that helpful for getting the
job back in home country Only 23 answered that degree surely will help to get a high paid
44
position 38 replied as ―probably yes 35 answered as ―not sure and 4 answered
―probably not So around 61 of respondents feel positive about successful employment
back home the rest are not that confident
Graph 8 ―Employability element
Graph 9 ―Employability element second question
If respondents replied positively on 14th
question then they were asked to state the reason
for this As it can be seen above high standard European education is playing a key role for
successful employment Also the rest of options have high scores too
45
RESEARCH REPORT
In the purpose of survey it was essential to understand which of three elements in
marketing mix (―People ―Processes and ―Physical evidence) students rely more and
therefore less while choosing MU According to study made in South Africa by Jonathan Ivy
there are seven elements in marketing mix which all equally important for improving
company attractiveness in service business Researcher of this study picked three out of
seven because they more closely respond to actual service oriented company The rest four
elements (product price promotion place) were existing before as traditional marketing mix
for all types of businesses So the element ―Processes uncovers with questions number 4 and
6 From the graphs it is obvious that students are satisfied with this marketing mix This gives
university strong point in attracting students Call email handling Information system
functionality and other bureaucratic functions work sufficiently well 22 students rated
callemail handling as positive Usage and convenience of different MU functional processes
are also positively appreciated with 13 students for convenience and 15 for usefulness From
this data it can be clearly stated that students do rely on effective functions of MU
Element ―People is identified in questions 5 9 and 10 Question 5 gives information that
students do not mainly rely on ―People element while choosing MU 9 students did not
analyze any information about professionalism of university teaching staff Meanwhile the
main factor on what students pay attention is academic experience of teachers But answers
for the questions 9 and 10 gives a tendency that students do rate criteria ―Professionalism of
teachers high but actually they give lower score for this actual criteria in question number
10 In question number 5 students chose different aspects of professionalism of teachers as a
criteria to enter MU Total score for professionalism aspects is 4+4+5+10+4=27 Also in
question number 9 criteria ―strong academic staff accumulates 17 points (it is taken only 4
and 5 levels of importance) But in question number 10 only students give only ten points for
―faculty as a sufficient service provided by MU It can be assumed that students had higher
expectation before entering into university that they have got
Element ―Physical evidence is seen as not important for respondents Graph for question
number 7 shows that 69 of students did not check elements of ―Physical evidence Also
majority of students rate university facilities as ―Good with opportunity to select ―Excellent
46
status (in question number 8) On the other hand students rate university accommodation and
research environment as high enough (question number 10) It can be concluded that during
the process of choosing university students do not rely heavily on ―Physical evidence But
they did get reasonable service in ―Physical evidence while studying in MU
Second research question states ―Does the possibility of domestic market employability
after graduation plays the key role for choosing MU After analysis of relevant graphs and
tables it became clear that this factor (possibility to get employed) is very important for
students So question number 9 gets the highest score (16) for criteria in choosing MU ndash
―ability to get employment in home country and also high score for ―worldwide acceptable
diploma Even though students rate possibility to get employed as the highest criteria to
enter MU 39 of students are not sure or don not think they will obtain high paid job back
home Here is the point to work for MU administration Students rely on high standard
European education and English language education as a key criterion for being confident in
getting well paid job (question number 15)
The data analysis process constitutes the following
1 MU has convenient and useful bureaucratic functions which are considered as a strong
point in delivering knowledge without obstacles It is difficult to identify the level of
―processes in organization but some points can be highlighted in promotion materials It can
be description of functionality of Information System or description of easy courses
registration
2 Element ―People has deviation in what is expected and what is delivered Students
have a bit higher expectations on the level of teaching staff experience and competence It is
recommended to do a deeper research on the reasons for this deviation But for now it can be
decided to arrange seminars or trainings for teacher to improve their marketing knowledge
and explain commercial tendency in market of high education
3 University ―Physical evidence is has strong rate of sufficiency The only problem that
students do not feel need to pay attention on this element Here MU administration should put
accent on Including pictures of libraries with free Wi-fi canteens computer labs which have
good and pleasant conditions
4 The most important criteria for students to choose MU is high possibility to get
employed at home But this perspective lacks consistency because there is significant amount
of students who remain uncertain in the future employability This gap can be solved by
successful decision making of three elements above ―People ―Processes and ―Physical
47
evidence But it is recommended to conduct further survey questioning the reasons of
students` uncertainty in future employability Maybe the reason is not related to some weak
points in marketing mix but the problem in home countries itself (political instability
nepotism etc)
To sum up the general situation in four factors mentioned above ―processes should be
promoted to international students as a smooth tool in obtaining degree ―people should go
through training on how to deliver lecture in contemporary commercial world of high
education market ―physical evidence should be mentioned in promotion of MU ―student
employability will be interrelated with ―people plus MU has to install closer relationship
with international companies (internships provision seminars with company representatives
professional lectures from leading companies etc)
Secondary information has also a great help in increasing university attractiveness
Viral marketing can be applied to MU because question number 11 shows that internet search
engine is a key tool how students found about MU There is a video of experience Brno life
among Erasmus Students which can be remade as a good promotion video of student life on
campus For Masaryk University very effective tool will be Google Analytics giving a wide
scope of techniques on how to track differentiate and analyze visitors ―Google Analytics is
the enterprise-class web analytics solution that gives rich insights into the website traffic and
marketing effectiveness Powerful flexible and easy-to-use features now give opportunity to
see and analyze your traffic data in an entirely new way With Google Analytics it is easier to
write better-targeted ads strengthen marketing initiatives and create higher converting
websites (Google Analytics website)
In general MU marketing politics should involve techniques mentioned by Jarvis J in his
book ―What Would Google Do Companies must learn that they are better off when they
cede control to their customers Give us control we will use it and you will win
Also it is important to read blogs There are search engines for blogs like Technorati
Icerocket Google Bloglines Pub-sub where MU marketing officials can search for MU
discussion groups or some topics
MU officials should constantly maintain ―conversation with current students It is a good
idea to start communication with those bloggers who care enough to talk about MU products
and service and brand The least MU officials can do is engage them and join the
conversation Even further step can be done Ask consumers what they think MU
48
administration should do MU will end up with better products and do a better job selling
them to more satisfied customers who can even help each other if MU officials let them
Next it will be effective to start university blog where students openly and forthrightly
share the problems and the solutions as they occur There is no reason why a university dean
should not open a direct conversation with the public That will do more to change the
culturemdashto finally make it customer-focused and mean itmdashthan a dozen consultants a
hundred off- sites or a million ad impressions
During of development process of some programs or anything in university it is better to
involve students in this process also
The last but not the least is links on the website of MU There are three links on the ESF
faculty One of them is ―Review of economic perspectives ―call for papers and Citi Bank
banner There should be more links to Headhunters conferences industry associations
current job opportunities etc This gives website alive image and helpful time spending
49
CONCLUSION
This study has been conducted in favor of future Masaryk University prosperity in the
current commercial world Researcher had a strong motivation to give helpful secondary and
primary information which will foster university educational process in the frames of
contemporary world
Of course any research comes up with further recommendations to analyze questionable
matters in results obtained Researcher believes that this work is just another step to constant
need of self-improvement
Researcher advices to put more accent on IT support to promote university image and
therefore increate its attractiveness (Harry Hayward 2011) mentioned that 80 million hours
of video loaded to YouTube every minute So there is high potential for promotion Viral
video of MU will hit several aspects of university improvement brand product suite
differentiation lifestyle according to Dr DJToncich Apart of that it is recommended to
build system of values believes and attitudes among students and university staff and
promote this in the future According to Dr Mark Putman it is essential nowadays to educate
university staff about strategic role of marketing and branding Website analytics would be
useful for measurement and marketing analysis Search optimization engine is another tool on
how to maintain university webpage in the top 10 results in Google chrome or other web
search engines On YouTube there is option to post advertisement of a company only in the
videos which are related to the sphere of products or services company offer So MU might
sign a contract of including its advertisement on videos which has key words as ―education
―high ―in English etc
According to primary data obtained it is obvious that several aspects in MU marketing
mix do not match high criteria among students Once one factor ―People would be solved
through trainings and constant updating knowledge of personnel another interrelated problem
will be offset ndash ―Employability But there is no any research done on interdependence of
these two factors so for further analysis of situation another research should be taken The
main purpose of this research would be identification of cause and effect linkages between
50
―People ―Employability and other factors which influence studentslsquo ability to get high paid
job back home And there are a lot of those factors starting from political situation in the
country to the level of corruption and nepotism
MU has potential to improve its educational process as we do the students because we are
the main customers for our university But one thing should not be forgotten and it is
companies which have strong notion about reality in one or another specialization That is
why my last advice for Masaryk University is to appeal as a liaison entity between students
and companies
51
REFERENCES
Barabba Vincent P Zaltman Gerald 1991 ―Hearing the Voice of the Market Competitive
Advantage Through Creative Use of Market Information Chapter 5
Conway Tony Stephen Mackay David Yorke (1994) Strategic Planning in Higher
Education Who Are the Customers International Journal of Educational Management
Vol 8 Iss 6 pp29 ndash 36
Cooper Donald R Schindler Pamela S 2003 ―Business research methods 8th ed
Dillman Don A 2000 ―Mail and Internet Surveys The Tailored Design Method 2nd
Edition New York
Dekeba Alemayehu 2003 ―Basic of Marketing Research Methods
URL httpwwwglobuszcomebooksMarketingResearchindexhtm
Hemsley-Brown JV and Oplatka I2006 Universities in a competitive global marketplace
a systematic review of the literature on higher education marketinglsquo International Journal
of Public Sector Management Vol 19 No 4 pp 316-338
Harry Hayward ―The power of digital storytelling 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Hair Joseph F - Bush Robert P - Ortinau David J ―Marketing research within a changing
information environment 3rd ed2006
Hsuan-Fu Ho Chia-Chi Hung Marketing mix formulation for higher education An
integrated analysis employing analytic hierarchy process cluster analysis and
correspondence analysis International Journal of Educational Management Vol 2 Iss
4 2008
Jarowski Ajay K Kohli and Arvind Sahay 2000 ―Market ndash Driven Versus Driving
Markets Journal of the Academy of Marketing Science 45-54
Johnson Bob ―Mobile marketing in higher education getting ready for 1012 and beyond
2011
URLhttpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Jarvis J ―What Would Google Do Adobe Acrobat eBook Reader 2008
52
Jonathan Ivy A new higher education marketing mix the 7Ps for MBA marketing
International Journal of Educational Management Vol 22 Iss 4 2008
Kotler Philip Fox Karen FA 1985 Strategic Marketing for Educational Institutions
Mora Michaela ―What Is Statistical Significance 2011
URL httprelevantinsightscomtagsample-size
Nha Nguyen Gaston LeBlanc 2001 Image and Reputation of Higher Education Institutions
in Studentslsquo Retention Decisions International Journal of Educational Management
Vol 15 Iss 6
URL httpwwwemeraldinsightcomjournalshtmarticleid=838798amp
Oppenheim ldquoQuestionnaire Design Interviewing and Attitude Measurementrdquo 1992
Oud Jacqueline 2004 ―Market research versus marketing research
Pimpa Nattavud 2003 ―Internationalization and trade in higher education opportunities and
challenges
Putnam Mark ―Do you drive the agenda or go along for the ride 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Rakhee Vyas Anne L Souchon 2003 Symbolic Use of Export Information A
Multidisciplinary Approach to Conceptual Development and Key Consequences
International Marketing Review Vol 20 Iss 1 pp67 ndash 94
URL httpwwwemeraldinsightcomjournalshtmarticleid=855530
Rich Lyons ―Authentic branding how creating a school brand with culture and curriculum
just might help save us 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Robert S Michael ―Inquiry amp Scientific Method 2002
URL httpwwwindianaedu~educy520sec5982week_1inquiry_sci_method02pdf
Rodriguez G ―5 Questions to Help You Understand Your Customer 2004
URL httpwwwpowerhomebizcomvol146customerhtm
Sekaran Uma Bougie Johan Roger Gisbert2009 ―Research Methods for Business a Skill
Building Approach 5th ed
Singleton Royce A Jr and Bruce C Straits 1999 Approaches to Social Research (3rd
Edition) New York Oxford University Press
Smith Scott M Albaum Gerald S 2005 ―Fundamentals of Marketing Research
Snyder Bruce ―Maximizing the power of web analytics 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Toncich ―Study and Learning in the Australian University System
53
URL httpwwwdoctorteenetfilesunibook04_ppdf
WEBSITES
Experiment-Resourcescom ―Comparing Quantitative and Qualitative Research 2009
URL wwwexperiment-resourcescomquantitative-and-qualitative-researchhtml
Higher Education Marketing Company Canada
URL httpwwwhigher-education-marketingcomcontact
Google Analytics website
URL httpwwwgooglecomintlenanalytics
54
Appendix A Questionnaire
Dear respondent this questionnaire is created in terms of Master`s degree diploma thesis The main goal of
this survey is to improve Masaryk University attractiveness by deriving the reasons for choosing Masaryk
University in obtaining a degree The answers will be kept as confidential and would not be used in any
other purposes other than for this research If you would have any questions regarding the results of this
survey please contact me
Ilya Shaiderov (380502mailmunicz)
Thank you for your cooperation
1 Are you a current or prospective student ____________________
2 What specialization you are obtaining or intend to obtain in MU ____________________
3 Please specify your country of origin ____________________
4 Please rate the level of handling your first phone callemail inquiry by MU staff (only if it is
applicable to your case)
1 2 3 4 5
5 While considering MU as an option to study what criteria did (do) you analyze to check
professionalism of university teaching staff (you may choose several options)
a Number of courses teachers offer
b Quantity of publication of teachers
c Work experience in business sphere
d Academic Experience
e Professional title in business
f I didn`t analyze any information about academic staff in MU
No response
Insufficient response
Sufficient enough
Completely sufficient with additional information
Completely sufficient
55
6 (Only for current students) Could you characterize the process of courses registration usage of IS
system and other administrative and bureaucratic functions of university (please choose one in each
scale)
Convenience
1 2 3 4 5
Usage
1 2 3 4 5
7 (For both current and prospective students) While choosing MU did (do) you check quantity of
books in university library accessibility of electronic databases new editions of study materials
overall quality of library
Yes
No
8 (Only for current students) Please rate MU facilities (buildings classrooms computer labs etc) on
the matter of ―comfortability
1 2 3 4 5
Excellent Good Sufficient Not enough Bad
Completely Convenient
Rather Convenient
Convenient Rather Inconvenient
Completely Inconvenient
Completely Useful
Rather Useful
Useful Rather Useless
Completely Useless
56
9 (For both current and prospective students) How do you rate the following factors as criteria for
choosing MU (1- least important 5 ndash most important)
a Ability to get employment in home country
b Strong academic staff
c Excellent laboratory facilities
d Library facilities
e Worldwide acceptable diploma
10 Please choose (mark ―V) services that MU sufficiently provides to you as a student (in case you
are prospective student - should be provided)
___ Reasonable accommodation (covered by student)
___ The number of modules in the degree and big variety of elective courses
___ Student exchange programs
___ Research environment (sufficient up to date study materials computer labs laboratories etc)
___ Small class sizes
___ Internship possibility
___ Faculty (profound selection of PhD and profession specialists)
1 2
T
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a
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u
m
57
11 From what source you first found out about Masaryk University
a Website search engine
b Advice of friends parents etc
c TV
d Newspaper please specify____________
e Journals please specify____________
f Billboards
g Website banners please specify website_______________
h Other source__________________________
12 (Only for current students) If you had do it over again would you still choose MU If not please
specify why
a Yes
b Not sure
c Probably would
d Probably would not (please specify why)
__________________________________________________________________________________
__________________________________________________________________________________
________________________________________________________________
13 (Only for current students) Please describe your level of general satisfaction with university
a Not satisfied at all
b Neutral
c Satisfied
d Very satisfied
58
14 (For both current and prospective students) Do you think MU degree will help you to get above
average salary in your home country
a No b Probably not c Not sure d Probably yes c Yes
15 If you think that MU degree helps to get well paid job in your home country what might be
reasons for that (more than one reason can be selected)
a High standard European education d Possibility to pass internship in Europe
b Degree specialization choice e Other_________________________
c Education in English language
v
ACRONYMS
HE Higher education
MU Masaryk University
vi
Table of Contents
INTRODUCTION 1
LITERATURE REVIEW 3
1 THEORETICAL PART 5
11 Marketing versus Market research 5
12 Quantitative versus Qualitative Research 5
13 Marketing Research Process 6
14 The Research Plan 13
15 Measurement 13
16 Designing Questionnaires 14
17 Inaccuracy 15
18 Ambiguity 16
19 Hints to improve quality of questionnaire 18
110 Sampling procedures in Marketing Research 20
111 Editing Coding and Descriptive Analysis 23
112 Research Errors 24
2 PRACTICAL PART 25
21 Marketing Research Process Applied 25
22 Analysis and interpretation of data 28
23 Secondary data 28
24 Primary data 35
RESEARCH REPORT 45
CONCLUSION 49
REFERENCES 51
Appendix A Questionnaire 54
1
INTRODUCTION
―The elements of globalization in higher education (HE) are widespread and
multifaceted and the HE market is now well established as a global phenomenon especially
in the major-English speaking nations Canada the US Australia and the UK In the context
of increasing competition for home-based and overseas students higher educational
institutions now recognize that they need to market themselves in a climate of international
competition (Hemsley-Brown JV and Oplatka I2006)
The main idea of this research is to analyze secondary information about HE marketing
around the world to detect potential solutions to MU (Masaryk University) problem
(attraction of international students) After this set of potential solutions will be developed
there will be next step ndash verification on the extent of those solutions match with real MU
situation To get this verification researcher should proceed to obtain primary data including
questions that will prove or disprove world practices in HE marketing solutions The final
result of this procedure will be mix of proved MU problems which exist in world practices
(solutions will be applied according to secondary data) and problems which inherent only in
MU university (in this case researcher should propose potential solutions which will improve
current situation)
In order to increase accuracy of primary data collection common research errors will be
taken into consideration and verified according to proposed procedures Errors are briefly
mentioned in the practical part but the detailed explanation of some of them will take place
only if one of those will arise during the research process
Research goal of this study is to identify ways on how to increase students` inflow into
MU by means of detecting general preferences of MU customers (prospective and current
students) The motivation to reach this goal is coming from the secondary information
gathered Despite the fact that HE marketing is a new stream in marketing itself there are
many tools on how to increase studentslsquo enrollment University potential to increase
international studentslsquo inflow derives from university image reputation branding mobile
marketing Google analytics and many more which is explained in secondary information
part Motivation to improve MU HE marketing activities comes from the point that current
students have more possibilities to travel abroad ―It has been estimated that more than 16
2
million students study outside of their home countries with more than 547000 studying in the
United States (Pimpa 2003) So there is a huge potential for universities to attract
international students through marketing campaigns
In this work MU considers as an organization which has a goal to increase quantity of
students enrolled from abroad For this reason any company should understand its customer
(needs threats and opportunities) Usually company has several categories of customers
―Some buy because they find your price to be the lowest some because they find your
services to be outstanding while some purchase from you because of your reputation in the
industry (Rodriguez 2004) Even though there is set of categories of customers the main
feature always exists So this work is devoted to depict the ―main customer for Masaryk
University
For this purpose quantitative marketing research is a tool to solve this Different
categories of customers give criteria to improve sales for a company ―It is important that you
know what customers consider most valuable about your products or services (Rodriguez
2004) That is why quantitative marketing research would bring up those values of the MU
education for further improvement Moreover it will display disadvantages of MU higher
education which after all should be improved to make them as advantages
Results of marketing research have several consequences The first one company gets
closer to its customer and it can promote its products according to customer characteristics in
social class lifestyle marital status and etc The second one company might redesign its
product or service according to specific advices of customers And last one is that a company
can find one more target market which responds to company marketing mix All these items
allow marketing manager to crystallize its target market and give ways to increase sales But
the final destination for a company is to transform from market driven entity to market
driving one
An article published by Jarowski Kohli and Sahay in 2000 year ―Market-Driven
Versus Driving Markets states that in general there are two main strategies to market
orientation ―1) traditional market driven approach based on understanding and reacting to the
preferences of customers and actions of players (customers competitors) within a given
market structure and 2) driving markets by influencing the structure of the market andor the
behavior of market players (customers competitors) in a direction which would enhance the
position of the focal business (Kohli Sahay 2000) They also argued that these two
approaches are complementary because a company can in the beginning use market driven
3
approach to support its sales and generate profit and after shift to more market driving
approach In general it is difficult to state that market driving approach is the future for all
companies which seek success for a long term But there is certainty that if a company keeps
track on current tendencies on the market it might propose some products which would be
highly demanded in the shortest future Vyas and Souchon (2003) argued that experience in
specific markets might lead to intuitive understanding of customers` future needs or wants
that would facilitate a market driving approach focused on said customers` unstated or
unknown needs
Once a company needs to know its customer the only way to do it is to ask a
customer It can be done by means of primary or secondary researches which have several
pros and cons Also primary research has two options quantitative or qualitative marketing
research
LITERATURE REVIEW
The definition of education marketing was created by (Kotler and Fox 1985) in the
following form ―The analysis planning implementation and control of carefully formulated
programs designed to bring about voluntary exchanges of values with a target market to
achieve organizational objectives
The conception of a client in the tertiary education sphere was one of the main topics
in 1990s For example (Conwey 1994) highlights that there are two perspectives of
approaching a university client In the first case the clients are students who are offered study
programs by universities In the second notion the clients are employers and companies to
whom students present the product of the university
Students remain as a main target group for universities and marketing communications
directed to their needs and preferences From this point applicability of traditional marketing
research process takes place Thorough description is given by (Smith and Albaum 2005)
who gave clear and simple path of stages in marketing research process
In the problem formulation stage (Barabba Zaltman 1991) gave strong arguments for
differentiating management problem from a research problem They emphasize on the ability
of researcher to translate management problem into research problem
4
(Robert S Michael 2002) gave the most profound characteristic of scientific method
of inquiry which has been chosen for this study Two stages of his proposed method of
inquiry are not included due to different research design taken for this study ndash explorative
(Cooper Schindler 2003) stated several compelling reasons for sampling They
mentioned two types of sampling one of them has been incorporated into this work ndash
probability sampling
Measurement of variables in this work has been done according to (Hair Bush
Ortinau 2006) by assigning numbers and labels to multiple choice answers in questionnaire
The matters of ambiguity and inaccuracy in research have been covered by (Smith
Albaum 2005) (Hair Bush Ortinau 2006) and (Sekaran Bougie 2009)
Research questions arose from two articles wrote by (Jonathan Ivy 2008) and another
one by (Hsuan-Fu Ho Chia-Chi Hung 2008) (Jonathan Ivy 2008) argued in his article that
there are three more elements in marketing mix when talking about service oriented business
like university Those elements were given names as ―People ―Processes and ―Physical
evidence (Hsuan-Fu Ho Chia-Chi Hung 2008) included another important factor for
university promotion and it is the extent of employability after graduation from university
(Dr DJ Toncich2008) is talking about deviations in university slogans and real
university standing In his article there is also explanation of the ways on how to promote
different parts of university image Along with this (Nguyen and Le Blanc2001) emphasize
on market positioning (Bonardi amp Ekwulugo 2003) claimed customer oriented approach that
university should take into promotion and development educational process
Partially (Harry Hayward 2011) touched the matter of video clips as effective tool to
promote university image With support of (Bruce Snyder 2011) web analytics became
another effective tool of keeping track of different target markets and customer preferences
tendencies
(Jarvis J 2008) emphasize on overall marketing politics which encompass existing
blogs analysis creation of internal and external blogs for sharing ideas problems and
thoughts among students and university staff He also proposes to include useful links in
company website
5
1 THEORETICAL PART
11 Marketing versus Market research
It is essential to differentiate those two terms in order not to be mistaken in research
process In the article ―Market research versus marketing research by Jacqueline Oud
market research provides more general information about the market This research can
answer such questions as country specifications market potential and accessibility overall
customer information (who what where when and how) On the other hand marketing
research has more detailed and deep information about customers and their attitude toward
company products This research can be done through interviews customerslsquo feedbacks after
product trials follow-up of the consumer and its behavior It means that marketing research
can include market research but not vice versa
Usually those two terms are used together because market and marketing research can
interconnect during the process of identifying product positioning So this study is
concentrated mainly on conduction marketing research If from the survey it becomes obvious
that some reasons of MU choice related to university environment (eg country
specifications) it will be made partial market research using secondary data
12 Quantitative versus Qualitative Research
The primary aim of a Qualitative Research is to provide a complete detailed description
of the research topic Quantitative Research on the other hand focuses more in counting and
classifying features and constructing statistical models and figures to explain what is
observed
The researcher serves as the primary data gathering instrument in Qualitative Research
Here the researcher employs various data-gathering strategies depending upon the thrust or
approach of his research Examples of data-gathering strategies used in Qualitative Research
are individual in-depth interviews structured and non-structured interviews focus groups
narratives content or documentary analysis participant observation and archival research
6
On the other hand Quantitative Research makes use of tools such as questionnaires
surveys and other equipment to collect numerical or measurable data
Qualitative Research is primarily subjective in approach as it seeks to understand human
behavior and reasons that govern such behavior Researchers have the tendency to become
subjectively immersed in the subject matter in this type of research method
In Quantitative Research researchers tend to remain objectively separated from the
subject matter This is because Quantitative Research is objective in approach in the sense
that it only seeks precise measurements and analysis of target concepts to answer his inquiry
(Experiment-Resourcescom 2009)
The question remains what method should be used after all This study aims to find out the
answer to an inquiry through numerical evidence so quantitative research is applicable in this
case If in the future researcher would like to explain further why this particular event
happened or why this particular phenomenon is the case then Qualitative Research comes
into practice
13 Marketing Research Process
According to Karole Friedmann (2003) Director of Products and Services for the
marketing services company Market Research Project Management Inc marketing research
project will be effective only if the information it provides leads to better business actions
decisions products or strategies In general marketing research is correlated with decision
support system when company executive decreases the risk of uncertainty by conducting
research Successful marketing research provides options for future actions in company
strategy High quality marketing research is proportional to high quality decision
―Marketing research is the systematic and objective search for and analysis of
information relevant to the identification and solution of any problem in the field of
marketing There are several important points in this definition First marketing research is a
systematic search for and analysis of information Careful planning throughout all stages of
the research is a necessity Researches must start with a clear and concise statement of the
problem to be researched Good research practice requires that the information sought the
methods used to collect the information and the techniques employed to analyze the
information be systematically and carefully laid out in advance (Smith Albaum 2005) Also
7
objectivity of marketing research plays another important role in successful marketing
research This criterion allows omitting escalation of commitment and clearly reflecting
current situation
There are pitfalls during marketing research process The most common ones are pseudo-
research and advocacy surveys Pseudo-research is done simply to come up with desired
results There is no objective and ethical approach Advocacy surveys are developed in such a
way that serves the needed answer Along with these two pitfalls the major one for doing
successful research is escalation of commitment when researcher is unable to consider other
variants of research results All these drawbacks might lead to waste of time and money spent
for research
Marketing research process consists of nine steps
Problem formulation
Method of inquiry
Research method
Research design
Selection of data collection techniques
Sample design
Data collection
Analysis and interpretation of data
Research report (Smith Albaum 2005)
Problem Formulation
―From the researcher`s point of view problem formulation means translating the
management problem into a research problemhellip An accurate problem formulation specifies
the types of information needed to help in solving management problemhellip the quality of
thinking about an issue (ie a problem situation) prior to data collection largely determines
the quality of thinking (ie analysis and problem solving) after the data have been collected
(Barabba Zaltman 1991)
Problem itself contains several components
1) The manager(s)decision maker(s) and his her or their objectives
2) The environment or context of the problem
3) The nature of the problem
8
4) Alternative courses of action
5) A set of consequences that relate to courses of action and to the occurrence of events not
under the control of the manager
6) A state of uncertainty as to which course of action is the best (Smith Albaum 2005)
Objectives have wide scope of variability starting from profit increase to serviceproduct
improvement ―The fewer the objectives of any study the easier it is to keep track of progress
toward the objectiveshellip Objectives vary from jointly agreed-upon corporate objectives to the
individual objectives of each employee (Smith Albaum 2005)
Environment of the problem can be related to the market research because it encompasses
such aspects as level of income and rate of growth in the market degree of competition and
government regulation Upon that it might also consider consumer tastes and preferences
Environment has a wide set of factors so researcher should define those factors which are
relevant to the problem
Method of Inquiry
The next stage in marketing research process is method of inquiry or method of
investigation The most objective and reliable is scientific method This method is effective
during the starting point and during the process of results check The main and most profound
characteristic of this method is objectivity It consists of the steps listed below
1 Observation and description of a phenomenon or a group of related phenomena An
investigator has little of prior information This is the stage when qualitative methods may
provide considerable information about what-is
2 Formulation of a hypothesis to explain the phenomena In educational research the
hypothesis is often a question about the relationship between or among variables that may
influence learning The hypothesis may be one that merely asks whether a relationship exists
(correlation research) or the hypothesis may state a cause-and-effect relationship
3 Predict the existence of other phenomena using the hypothesis or predict the results of new
observations
4 Conduct experimental tests of the predictions by several independent experimenters who
use proper experimental methods (Robert S Michael 2002)
9
Research Method
In addition to method of inquiry researcher should select research method There are two
types of research methods experimental and nonexperimental In former type of method
researcher can intervene into research experiment and control external variables It is vice
versa in nonexperimental method (Smith Albaum 2005)
Research Design
Another step in marketing research process is research design which is considered as
specific methods and procedures to obtain information needed Research design stipulates
what information to collect from what sources and using what procedures The key marker of
successful design is whether information collected relates to research problem along with
objectivity and efficiency There are three classes of designs ndash exploratory descriptive and
causal In exploratory design researcher identifies and formulates problem along with
development of alternative courses of action It is also considered as a first step in a broad
study in order to get sufficient knowledge and narrow down the problem area Sequence in
exploratory studies lead to three steps
Search of secondary information
Interview experts in a given field
Checking similar situations
Descriptive research design is more narrowed in contrast to exploratory one In former
specific research questions are postulated already The research problem is familiar and
specific This research is preplanned and structured Descriptive research covers such areas as
product research promotion research distribution research and pricing research
Causal studies help to predict causes of deriving such hypothesis The key purpose here is to
define relationships of causal factors to the effects of our prediction Researcher might build
a chart depicting several possible factors that brought situation to a current condition If there
is only one factor this would directly have influence on the situation If there is more than one
factors it is time to verify which one of those led to situation change This approach is called
casual relationship If there is only one factor there might be applicable deterministic
causation Another type of causal studies in probabilistic causation which is expanded version
of deterministic causation with more than one variable (Smith Albaum 2005)
In marketing research sources of information vary but serve as a tool to decrease uncertainty
and check hypothesis There are secondary sources respondents natural experiments
10
controlled experiments and simulation Secondary sources are taken from external
organizations which conducted research with similar purposes Usually it is statistical
committees government bodies NGO`s and etc Respondents also serve as a source of
informative and behavioral information Experiment usage might also bring valuable
information Sometimes it is better (high expenses time shortage) to implement simulation to
a certain situation Simulation is considered as a set of techniques for manipulating a model of
some real world process to find numerical solutions useful in the real process being modeled
(Smith Albaum 2005)
Selection of data collection techniques
Information itself is divided into three categories primary secondary and commercial
Secondary information is gathered by passing actual research conduction Primary
information is coming from data collected by investigator and serve as a main answer to
research question Commercial data is collected by marketing agencies and contains primary
and secondary information
It is better to start collecting secondary information first because it is less expensive and it
can offset the need of doing own research Even though if it will not solve the problem
secondary information can clarify the problem in more detail and help to develop advices to
research questions Also help in planning the gathering of primary data and defining the
population and selecting the sample
Secondary Information
Secondary information has two types ndash internal and external Internal information can be
found within the company past researches and report whereas external is outside of the
company Using internal secondary information will shed light on model and size of product
by area kind of account and industry medium amount of sales by area sales volume
percentage share of sales by product model product size etc External secondary information
allows verifying overall size of market characteristics of market features of competitor
products prices and promotion (Smith Albaum 2005)
Primary Information
The major source of marketing research is primary data In the process of gathering this
data researcher deals with respondent Respondent is a person who provides answers to the
11
questionnaire developed by researcher Answers are not the only findings that can be
collected in primary data collection Respondentslsquo behavior is another key aspect to observe
and analyze future choice of consumer
The main advantage of primary data collection is itlsquos up to date information which respond
researcherlsquos main criteria ndash the extent of the obsolescence of collected data That is why
primary data gives more realistic view to the researcher Another advantage is that primary
information can be collected in varied ways from interview to email questionnaire This gives
researcher flexibility in choosing process Cost and time spend to acquire this type of
information varies It can be attributed to the quantity of respondents should be asked their
accessibility in terms of location and etc So it is the researcher who decides whether to
collect primary data or not based on availability of secondary data time and budget of
research
The main disadvantage of primary data collection is incorrect questionnaire design
(questions answer options place of survey and etc) If doing so researcher may mislead
himself in data analysis and come up to a wrong conclusion Time might be another aspect to
consider as disadvantage for collecting primary data There is higher possibility to obtain
statisticalmarket research from some agency already prepared rather than spending time in
collecting surveys analyze them and synthesize to make final conclusion The best option is
of course to attain secondary information about the topic and then based on its outcomes
collect primary information
In this study will only be included quantitative techniques Questions will be included to
derive attitude to contemporary high education among students
Sample Design
It is rare that in marketing research the whole population is analyzed Sample is mainly a
small representative group of people that reflects all potential consumers Sample selection is
derived from consideration of the relevant systematic and variable errors that might occur
during the research process (Smith Albaum 2005) ―There are several compelling reasons
for sampling including (1) lower cost (2) greater accuracy of results (3) greater speed of
data collection and (4) availability of population elements There are two types of sampling
to choose nonprobability and probability sampling Probability sampling is based on the
concept of random selection ndash a controlled procedure that assures that each population
element is given a known nonzero chance of selection In contrast nonprobability sampling is
12
arbitrary and subjective Each member does not have a known nonzero chance of being
included (Cooper Schindler 2003)
Analysis and Interpretation of Data Collected
The first step in processing of data is editing of complete schedulesquestionnaires Editing
is a process of checking to detect and or correct errors and omissions Editing is done at two
stages first at the fieldwork stage and second at office
Field editing
During the stress of interviewing the interviewer cannot always record responses
completely and legibly Therefore after each interview is over he should review the schedule
to complete abbreviated responses rewrite illegible responses and correct omissions
Office editing
All completed schedulesquestionnaires should be thoroughly checked in the office for
Completeness accuracy and uniformity
Coding
Coding means assigning numerals or other symbols to the categories or responses For
each question a coding scheme is designed on the basis of the con med categories The coding
schemes with their assigned symbols together with specific coding instructions may be
assembled in a book After the transcription of data is over data are summarized and arranged
in a compact form for further analysis This process is called tabulation
Tabulation
Thus tabulation is the process of summarizing raw data and displaying them on compact
statistical tables for further analysis It involves counting of the number of cases falling into
each of several categories
Tabulation can be done by hand or by mechanical or electronic devices The choice depends
upon the size and type of study cost considerations time pressures and the availability of
tabulating machines or computers In this project tabulation and statistics will be done by
using Microsoft excel spread sheet (Debeka 2003)
The Research Report
―Results of the research can be described in short or in long reports Short reports are
appropriate when the problem is well defined is of limited scope and has a simple and
straightforward methodology Short reports are about five pages Long reports are of two
13
types Technical report is written for an audience of researchers And management report
written for the nontechnically oriented manager or client (Cooper Schindler 2003) This
paper is considered to be a tool for a managing director (dean) of the university who might
not have research background so the results of the research will be represented as managerial
report
14 The Research Plan
Research plan is needed to organize everything in a way that each stage would clearly
derive from the previous one It is a tool to control and follow up all procedures of research
project It starts off with stating objectives (primary and secondary) then problem analysis
(includes research problems questions hypotheses interconnection between objectives and
problem) Research design is next one It has four subsets (1) research methodology (how the
research will be made) (2) research techniques (methods and procedures for data gathering)
(3) sample design and selection (what is the size of sample is there any subsamples how you
will make sure that it is representative sample How the sample size was determined) The
fourth stage of research plan is proposed analysis (tabulation procedures cross-analysis
tabulations and their reasons type of statistical analysis) (Smith Albaum 2005)
15 Measurement
In marketing research measurement plays a key role Accurate measurement of variables
brings to right results and therefore to right management decisions The main goal of accurate
measurement is to characterize customers` attitude toward a product ―Researchers use the
measurement process by assigning either numbers or labels to (1) people`s thoughts feelings
behaviors and characteristics (2) the features or attributes of objects (3) the aspects of ideas
or (4) any type of phenomenon or event using specific rules to represent quantities andor
qualities of the factors being investigated For example to gather data that will offer insight
about people who shop for automobiles online (a marketing phenomenon) researcher collects
information on the demographic characteristics attitudes perceptions past online purchase
14
behaviors and other relevant factors associated with these people (Hair Bush Ortinau
2006)
Two of the primary criteria of evaluation in any measurement or observation are
Whether we are measuring what we intend to measure
Whether the same measurement process yields the same results
These two concepts are validity and reliability Reliability is concerned with questions of
stability and consistency - does the same measurement tool yield stable and consistent results
when repeated over time Validity refers to the extent we are measuring what we hope to
measure (and what we think we are measuring) To apply these concepts to social research
we want to use measurement tools that are both reliable and valid We want questions that
yield consistent responses when asked multiple times - this is reliability Similarly we want
questions that get accurate responses from respondents - this is validity (Smith Albaum
2005)
16 Designing Questionnaires
After determining established set of scale measurements it is the time to format them into
an instrument for collecting raw data from respondents The purpose of designing reliable
questionnaire is to collect high quality primary data which can be easily transformed into the
information for the manager The main principle in developing questionnaire is its logic
objective and consistent approach rather than creative way of questions development
Everyone understands that words go into questions and that questions go into questionnaires
but not everyone understands that writing questions does not give you a questionnaire (Hair
Bush Ortinau 2006)
During the procedure of formulating and asking questions response nonresponse errors
occur Nonresponse errors can occur due to the length of questionnaire or questions their
complexity or inclusion of personal questions To avoid such type of error it is necessary to
use innovative way of questions formulation by keeping them concise and in the same time
sufficient enough The next step is to shuffle up the formats of questions to keep interest of
respondent to answer Keeping respondent well informed about directions of each part of
questionnaire is also important Researcher should put emphasis on style and format of
questionnaire (font color of paper graphic attributes etc) The final aspect is numbering the
questions to help keep track for both researcher and respondent
15
Response error rise when the actual value of variable contradicts with one in the report
This error can rise from both sides researcher or respondent Respondent is considered as a
person who provides information through communication (interviews questionnaire) or
observation (researcher observe behavior of respondent) Response error though can occur
during one or both of those processes To verify reasons of errors researcher should analyze
steps in delivering information The first one is information formulation and the second is
information transfer Inaccuracy happens during formulation step and ambiguity during
information transfer to respondent (Smith Albaum 2005)
17 Inaccuracy
Inaccuracy as a cause of questionnaire design means that false report is obtained from the
attitudes preferences beliefs feelings of respondent Questions and scales must be used that
enable to get the whole picture of respondent perception on the matter rather than to get a
fragment of his perception Accuracy itself refers to the degree to which the data provide the
researcher with a description of the true state of affairs From this point ―questionnaire design
precision rise up which is the extent to which a questionnaire design can reproduce similar
results over repeated usages (Hair Bush Ortinau 2006)
There are two types of inaccuracies predictive and concurrent Former one is caused by
inaccurate intentions of researcher during problem formulation Concurrent inaccuracy
happens when respondent intentionally provides inaccurate information
Inability to respond and unwillingness to respond are the most common concurrent
inaccuracies Inability to respond happens when question is posed the way it is hard to answer
without certain actions of respondent (check look up some features of product in question)
These problems might occur if respondent does not remember product features questionnaire
is unrealistic badly designed or directed to improper person Also if construction of questions
is developed with misuse of words or general terms
―Unwillingness to respond deals with motivation of respondent Respondent will not
provide accurate or any information due to several costs One of them is time costs which
require respondent to spend time for questionnaire completion So if respondent is busy or
questionnaire is too long she would answer the questions as quick as she can without paying
attention to accuracy For this reason questionnaire section will contain this phrase ―Do you
16
have time now to answer questions or would you rather set a time when I could contact you
again
Second problem is perceived loss of prestige Some questions might influence prestige of
respondent and then he tends to answer in a way not to lose his prestige which leads to
inaccurate answer Examples of areas which involve prestige level is age income educational
level and job position The main key to solution of this problem is to ask for information
twice in different ways
Third area of questions that might bring to unwillingness to respond is invasion of privacy
If questions touch private information about respondent inaccuracy and nonresponse take
place Such area includes questions about family matters income and money attitude finance
respondent hygiene political views religion and etc In this case indirect questions can help
or in case of direct questions still have to placed they should be included in the end of
questionnaire (Smith Albaum 2005)
18 Ambiguity
Ambiguity is considered as errors in constructing written and oral words or behavior
Inaccuracy errors occur during the formulation of information whereas ambiguity errors
happen during transfer of information through communication or observation Unambiguous
situation is the one where researcher asks question and respondent answer based on the same
meaning of words In this case two phase process takes place When question interpreted by
respondent has the same meaning as it is in interpretation of researcher And answer by
respondent is understood the same way as by researcher (Smith Albaum 2005)
―The language of the questionnaire should approximate the level of understanding of the
respondents The choice of words will depend on their educational level the usage of terms
and idioms in the culture and the frames of reference of the respondents If some questions
are either not understood or are interpreted differently by the respondent the researcher will
obtain the wrong answers to the questions and responses will thus be biased Hence the
questions asked the language used and the wording should be appropriate to tap respondents`
attitudes perceptions and feelings (Sekaran Bougie 2009)
Also implicature is an issue related to ambiguity when researcher is using elliptical
sentences (starting with ―Why ―What ―How) and respondent fill in the missing content
17
by herself In standardized interviews respondent should interpret questions as he can which
leads to miscommunication and wrong results So conversational interviewing is when
researcher is trying to explain the meaning of question and not influence the answer (Smith
Albaum 2005) Interview refers to qualitative method to obtain data this study has
quantitative research so it becomes crucial to construct clear and concise questions For this
purpose there will be pretest of questionnaire research by giving out it to my friends and get
feedback Another way to track understanding level of respondent is to set sub questions in
questions which contain highest probability to mislead respondent By simply asking the level
of question comprehension (good or fair) researcher can identify the level of ambiguity in
answers and track those answers which are answered with ―good level of understanding
Question form and question wording has certain relationship to ambiguity
There are four questionanswer types
1 Free answer (open-ended text)
2 Dichotomous and multiple choice answers (select k of n)
3 Rank order answers
4 Constant sum answers
1 Free answer questions imply that respondent will give full answer to the question in his
own words This type of questions require respondent to have ability to express completely
and concisely That is why free answers have great extent of ambiguity during interpretation
process
2 Dichotomous and multiple choice answers are the most common in questionnaires
development General form for both of these answer types is selection of ―k optional answers
out of ―n available ―Select exactly 1 of n Answers is one of such type of answers This is
simple form where k=1 and n is up to researcher desire In dichotomous question options (n
values) range into two extremes (―Yes ―No ―In favor ―Not in favor ―BuyDo not buy
etc) Multiple choice answers are just an extension of dichotomous questions Multiple choice
questions may require selection of several ―k out of ―n possible answers or selection
unlimited amount of ―k answers out of given ―n options
3 Rank order answers allow to put gradation to answer options This type of answers
characterizes data on the most prevailing option and the one which has the least importance to
18
respondent Typical questions can include determining ranking of preferences first to last
most current to least current and etc The most common bias here is that first optional answer
in the question has more chances to be selected Also tied rankings may cause another
problem of data weakening When it is allowed to rank several answer options into one
ranking level it is impossible to determine results out of this answer For the efficiency
purposes maximum of answer options given in rank order questions vary from five to seven
If it is more than seven it is hard for respondent to identify clearly the right ranking order
4 Constant sum question is the form of ranking using allocation of one hundred percent to
the options containing reasons for the statement asked It can be options for the reasons of
company product purchase (Smith Albaum 2005)
Also to create a good questionnaire researcher should include ―positively and negatively
worded questions Instead of developing all questions positively it is better to mix them with
negatively worded questions to reduce the probability of mechanical filling the questionnaire
by respondent ―A respondent who is not particularly interested in completing the
questionnaire is more likely to stay involved and remain alert while answering the questions
when positively and negatively worded questions are interspersed in it For instance if the
respondent has circled 5 for a positively worded question such as ―I feel I have been able to
accomplish a number of different things in my job he cannot circle number 5 again to the
negatively worded question ―I do not feel I am very effective in my job hellip The use of
double negatives and excessive use of the words ―not and ―onl should be avoided in
negatively worded questions because they tend to confuse respondents (Sekaran Bougie
2009)
19 Hints to improve quality of questionnaire
A Neutrality and don`t know or no opinion
It is an option given to respondent to remain neutral to the question provided Once third
option is included researcher does not force respondent to answer and it makes questionnaire
more polite to respondent Based on the nature of the question researcher may include such
options like ―don`t know ―no opinion or ―not applicable ―Don`t know might be
attributed to question dealing with some facts whereas ―no opinion can be attributed to a
19
certain attitude of respondent If such type of option will be included it is important to
increase sample size because of increased probability for respondent to choose neutral answer
B Dichotomous questions
It is the easiest type of questions for respondents It is considered as a question with
average probability for being ambiguous But it has the lowest probability of being ambiguous
among free-answer questions and multiple-choice questions
C Multiple choice questions
The researcher has two options if she wants more detailed information in a certain
question It is to create multiple choice question or free-answer question Usually multiple
choice questions are more complex and longer than the other two (dichotomous and free-
answer) Ambiguity in such type of questions derives from inability to formulate mutually
exclusive alternatives Another reason for ambiguity is limitation of the chosen answer
Respondent should select only one option which most widely answers the question For this
reason researcher may offer to select as many options as respondent wishes There is a table
below which shows relative probability of ambiguity related to form of question
Table 1 ―Form of Question and Relative Probability of Ambiguity (Smith Albaum 2005)
D Question wording
Selection of right words plays important role in questions development So in wording
choose researcher should be extremely careful Ambiguity in wording has several sources
Question length
Respondent unfamiliarity with some words
Relative Probability of Ambiguity
Form of Question Question Answer
Free-answer Lowest Highest
Dichotomous Average Lowest
Multiple-choice Highest Average
20
Ambiguity of context
Two questions included in one sentence
Too broad questions
If questions are too long this will confuse respondent and affect data accuracy For this
reason researcher should keep questions concise and clear If some words in question are
unfamiliar to the respondent this will also lead to confusion and inability to provide right
information So in case of scientific wording in questionnaire and non-homogeneous
backgrounds of respondents low level of vocabulary should be used Also researcher should
verify whether questions imply only one matter in order not to mislead respondent Questions
that lack specificity should also be avoided Those questions are developed with general
words like ―how often for example
In general researcher must provide alternative question wording pretesting and
verification by observation In alternative question wording first have of sample group may
get options in one order and the second one in reverse order Once questionnaire is ready
pretesting is another good way to decrease ambiguity Only one concern here is to choose
relatively the same group of respondents as it will be in the real research By close
communication with respondent in pretesting step researcher can determine some troubles
misunderstandings arose during this step And last advice is verification by observation
Researcher can (where it is possible) verify answers of respondents by observing their actions
related to questions answered It is not the easy activity so only those questions will be
verified where it is possible to do so (Oppenheim 1992)
110 Sampling procedures in Marketing Research
―Sampling is a selection of small number elements from a larger defined target group of
elements and expecting that the information gathered from the small group will allow
judgments to be made about the larger group The main idea of sampling is that a decision is
based on the assumption that the smaller portion or sample is representative of the larger
population (Hair Bush Ortinau 2006)
There should be a strict order in defining sample for research
21
Chart 1 ―Defining Sample
Sampling procedure starts with defining of population Population is amount of units
(individuals legal entities households) which has one or more similar feature among each
other In order to specify population researcher should answer such questions as what kind of
units (elements of analysis) to be included where they reside or their origin and when
(dimension of units in terms of timeframe) Population should be defined as precisely as
possible At the moment of finalizing population definition investigator decides whether it is
necessary to investigate the whole amount of population (census) or a part of it (sample) The
choice depends on the size of population If the size of population is small census can be an
optimal option otherwise should be created sample
Sample design includes type of sample sampling unit and sample frame Majority of
samples are selected by choice of investigator as non-probabilistic method Where
investigator selects elements of sample in terms of convenience availability and own
judgment Researcher uses table or any other random selective device for the probable
method (Smith Albaum 2005)
Define population
Sample design
Sample size
Estimate costs of sampling
Census vs Sample
Execute sampling process
22
―Sampling unit is the basis of the actual sampling procedure It is that segment of the
population actually chosen by the sampling process The sampling unit may contain one or
more population elements That is these units may be individual elements or aggregates of
individual elements (Smith Albaum 2005)
Sample frame is considered as a list of elements of the population For instance it can be
list of characteristics of elements which are expected to pass the interview or fill out
questionnaire In a perfect case sample frame should determine each population element once
and should not include those elements which are not in the population criteria There several
options below of inaccurate sample framing process
Chart 2 ―Sample Framing Processes
A Incomplete
Sampling frame
B Too Comprehensive
C Combination
Sampling frame Population
Sampling frame Population
Population
23
There is also set of questions to ask during generation of sampling list
Does the list contain everyone in the survey population
Does the list include names of people who are not in the study population
How is the list maintained and updated
Are the same sample units included on the list more than once
Does the list contain other information that can be used to improve the survey
(Dillman 2000)
There are four traditional approaches for the determining sample size
1 Arbitrarily or judgmentally determined
2 Minimum cell size in analysis
3 Based on budget
There are two types of costs in sampling process fixed and variable Fixed costs are those
which are determined and constant Variable costs depend on the volume of study being
conducted The dashed line in the upper graph shows interrelation between costs and sample
design If costs are too high researcher reconsiders sample design or sample size
The last step is actual choice of sample There are two main criteria for this process
sample must be adequate and representative For the sample being representative means that it
reflects overall characteristics of the whole population Adequacy is sought in sufficient
amount of elements selected to provide stable results Also there are two types of sampling
designs probability and non-probability samples Non-probability sampling differs from
probability sampling on the basis that in non-probability sampling the sample elements do
not have a known nonzero chance of being selected for the sample In probability sampling
each element has a known and equal probability of selection This study incorporates
probability design because there are no any predisposed respondents (Smith Albaum 2005)
111 Editing Coding and Descriptive Analysis
―Completed questionnaires or other measurement instruments must be edited coded
entered into a data set for processing by computer and carefully analyzed before their
complete meanings and implications can be understood (Smith Albaum 2005)
24
The main reason for this process is converting data obtained into information which will
provide inferences and answers to research question A certain sequence is needed to perform
successful data analysis In short there should be definition of response categories at first
then editing and coding and at last tabulation All these three steps will be implemented in the
practical part
112 Research Errors
In any research errors will occur so management of errors must apply Errors can arise in
any stage of marketing process from problem formulation to report development It is a goal
of investigator to minimize those errors The value of total error is comprised of sampling
error plus non-sampling error Sampling error (usually called as random sampling error) is the
difference between planned sample and the list of interviewees it is formed Non-sampling
errors are those which are not related to the sample itself Usually non-sampling errors related
to sort of bias as the difference between the true value of that which is being measured and the
average value derived from a number of independent measurements of it There are eight
major types of errors
Population specification ndash difference between required population and population
chosen When researcher chooses inappropriate population for the data collection
Sampling difference between required sample and the one that has been selected
When sample does not represent the population selected by using probability sampling
method
Selection error usually occurs when researcher pick up respondents whom she knows
who is more pleasant in general who is easily reached This tendency deviates real
population selected
Frame error Sample frame is a set of representatives of population who relate to
required sample The frame error occurs when elements which are not in the sample
group are investigated
Nonresponse error occurs when all members of the sample cannot be reached or they
refuse to respond
Surrogate information error occurs when investigator is unable to obtain responses and
replace it with proxy answers leading to surrogate information
25
Measurement error occurs in several stages of research transmittal response analysis
In general researcher represents information that he wants rather the real one
Experimental error When investigator is measuring the influence of independent
variables on dependent one while controlling extraneous variables (Smith Albaum
2005)
2 PRACTICAL PART
21 Marketing Research Process Applied
For this study it has been identified that the problem of current situation in MU is its
inability to attract more international students
Problem Formulation Prospective students do not choose MU for degree obtainment
Research goal To identify ways on how to increase studentslsquo inflow into MU by means of
detecting general preferences of MU customers (prospective students and current students)
Research questions
Based on the study of 7P approach made by Jonathan Ivy one research question arises
1 On what element of marketing mix students relied more when choosing MU ―People
―Physical evidence or ―Processes
From another study made by Hsuan-Fu Ho and Chia-Chi Hung second research question
arises
2 Does the possibility of domestic market employability after graduation plays the key role
for choosing MU
26
Method of Inquiry
As been mentioned in the theoretical part the first step in method of inquiry is observation
and description of a phenomenon or a group of related phenomena This step is known for its
qualitative methods of applicability
Have been studying for almost two years in MU and communicating with dozens of
international students I found several aspects to consider for MU attractiveness improvement
Students who stay longer than a semester differ from those who came just for one semester
under Erasmus exchange program This research deals with the first category of students and
for them it is important to have more frequent university-student correspondence Keeping the
fact that education process in Masaryk university different and complicated in terms of
Information Technology (student information system is very confusing with no English
version of some pages) there should be prepared an orientation seminars on how to effectively
use all university premises and surrounding city facilities It can be easily done with the help
of International Students Club which has excellent image among such clubs in Europe There
is orientation week for students but from the students point of view is more prepared to make
things done (like ISIC card issue register to information system) rather than providing
students with tools on how to achieve what they need to This can easily be done by
information system additional applications of city university map student forums and
discussion groups The information system should be done in more client friendly way with
good English translation of the web pages
This work would not include any hypothesis because of the chosen research design ndash
explorative
Research Methodology
In this will be applied nonexperimental method because of objectivity purposes There is
high risk of mislead and misinterpretation to the respondent which will affect the survey
results
Question number 1 2 3 in the survey (can be found in appendix of this work) was
included for the reason to find additional information from prospective students who intend to
continue their study Question number 11 gives idea on the effective media channel that
students got information from Question number 12 and 13 will help to summarize general
student opinion on MU and find some deviations from the rest of the questions
27
Below are the questions in the survey which relate to research question number 1 ―On what
element of marketing mix students relied more when choosing MU ―People ―Physical
evidence or ―Processes
Question number 4 6 7 was adopted from literature source (Jonathan Ivy 2008) of
theoretical part This question identifies the level of ―Processes element of marketing mix
Question number 5 based on the same literature source was adopted to verify another element
of marketing mix ndash ―People Question 8 uncovers the level of third element ―Physical
evidence Question number 10 encompasses all three elements to double check the main
criteria that students choose or consider MU to study
Below are questions in the survey which relate to research question number 2 ―Does the
possibility of domestic market employability after graduation plays the key role for choosing
MU
Questions number 14 and 15 will help to identify the level of studentslsquo motivation to enter
MU for the reason of higher chance of employability after graduation These questions were
adopted from literature source provided by Hsuan-Fu Ho and Chia-Chi Hung
Question number 9 relates to both research questions because it covers the scale of
significant factors that might affect student to choose MU
Research Design
The study entitled ―Quantitative Marketing Research attempts to accumulate the sequence
of procedures to conduct successful marketing research It has been chosen to use quantitative
research for the reason that study aims to find out the answer of a research questions through
numerical evidence This method enables researcher to gather existing information and data
regarding interrelationship between low rate of students registration to MU The study will
help to answer on two research questions posed in this work
Selection of data collection techniques
The study incorporates two techniques of data collection secondary and primary
collection Secondary information reveals current situation of HE marketing worldwide and
primary information helps to find the match up for solution of MU problem and secondary
information findings
28
Sample design
Researcher uses probability sample design with quantity of respondents equal to 26
Data collection
For study purposes data will be collected by giving out questionnaires to current and
prospective students who study or intend to study in English in MU Hard copy questionnaires
will be collected after respondents finish answering them Total collected questionnaires
amount to 26
Research errors
Population Specification error is mastered by questioning potential respondent whether
shehe studies in English Sampling difference researcher will overcome by keeping the
highest level of variety of respondents (by country of origin) Selection error is out of the
matter because researcher is not introduced to the majority of students studying in English
Nonresponse error may occur for the further purposes of the research respondents would be
asked the reasons for rejecting to fill out questionnaire The same procedure is for the
surrogate information ndash if researcher will not be able to get answers from respondents they
will be asked about the reason of rejection
22 Analysis and interpretation of data
Secondary and Primary data is analyzed and interpreted in section 23 and 24 below
23 Secondary data
Marketing communication of universities
As has been mentioned previously in this work the best option to collect relevant primary
data is to rely first on secondary information and then delve down in certain aspects by
collecting primary information In this item it will be explained what has been done in
marketing communication of universities around the world This part will also cover the
question of what communication strategies and tools the international universities use to
attract their students
29
From the first finding to start universities all over the world practicing advertising
campaigns with such words as ―Internationally renowned Award winning Prestigious
Proud history Career oriented etc But not all the time these sparkling words are real truth
―Does it actually matter whether a university has ―tradition if its current practice is poor
Does it matter if a university is ―internationally renowned if the particular course that is
being considered is known to be badly operated by local standards Does it really matter if a
university has ―a proud history if the present isnlsquot very good (Dr DJ Toncich2008)
Australian professor Dr DJ Toncich in 2008 published a book ―Study and Learning in
the Australian University System where he clearly stated various forms of
Marketing in universities of Australia ―The most common example of universities selling the
sizzle rather than the sausage appears in areas such as science engineering and architecture
where potential students are bombarded with glamorous images of spacecraft sky-scraper
buildings nuclear reactors and so on There are different ways how universities attract their
students There is a table provided by Dr DJ Toncich which explains the ways on how to
promote different parts of university image
Table 2 ―Ways on how to promote elements of university image
30
A ―Tool is a part of company (university in this case) image which should be promoted
And ―Vehicle is the way part of the image can be promoted ―Some key points to note are
that the mass media outlets (newspaper television and radio) having the broadest audience
are generally reserved for ―big picture marketing including the universitylsquos brand and
confidencereinforcement strategies Self-evidently promoting to the broadest audience is the
most costly way of getting a message out so the message needs to be simple and clear The
more specialized the audience however the more detailed the information ndash for example
university course guides and handbooks have the most specific audience and subsequently
the highest level of information density In these vehicles there is generally less content
related to the big picture issues of confidence and brand (Dr DJ Toncich 2008)
Nguyen amp Le Blanc (2001) focused on the image and reputation of the institution and
referred to the crucial role these factors played in the development of market positioning ndash
they drew on the well established concepts and theories in business sector marketing for their
study Bonsardi amp Ekwulugo (2003) who claimed that ―a centrally important principle of
marketing is that all marketing activities should be geared towards the customer also relied
on the literature used in business sector marketing and applied it to the context of higher
education
Branding is important for university to stand out in the market In ―ConnectEd
Symposium for the marketing of Higher Education (Chicago November 2011) Rich Lyons
(Dean Haas School of Business University of California Berkley) argued that
―What passes for branding in higher education is often nothing more than a catchy slogan
and logo Branding projects in universities sometimes evoke hostility indifference or bothmdash
or raise the question of why a good school would need to be so concerned about its image that
it would resort to ―corporate measures But when branding reaches deep to magnify a
schoollsquos differentiation and its core essence the result can be a powerful boost on multiple
dimensionsmdashstudent recruitment alumni interest fund raising media interest and so on And
it can resonate with key audiences emotionally to align what the school does with their
passion to change the world Dean Rich Lyons has led the Haas School of Business at UC
Berkeley in branding the school based on codifying its distinctive culture driving that culture
through its business processes and reforming its curriculum to produce a particular type of
leadermdasha path-bending leader The process is lengthy difficult and risks are high Learn why
the rewards of an authentic brand are worth the effort
31
According to this speech strong brand is coming from the culture of interaction among
students and all university staff Mainly students and professors should clearly understand
what matters mostly attracted them in chosen university (values believes attitudes etc should
match up with student`s)
Another aspect for university marketing start up procedure is reposition communications
as a strategic function in a more proactive attitude This matter has been covered by Dr Mark
Putnam President Central College IA in his article ―Do you drive the agenda or go along for
the ride In this article author ―sought to change the view of the marketing and
communications team from customer service providers to strategists He set a good example
with presidential blog using it to elevate the level of discourse at Central Putnam has a track
record for this kind of change management As senior vice president at Northeastern
University (Boston) he worked with the communications team to educate the university about
the strategic role of marketing and branding He comes by this perspective naturally (Dr
Mark Putnam 2011)
To improve university technical tools in attracting students mobile marketing is a great
way ―Mobile marketing brings challenges and opportunities to higher education when scarce
resources limit the ability to add new technologies and techniques to communication plans
We examine the mobile marketing landscape in search of whats most relevant to higher
education today with special attention to student recruitment and brand strength Areas
covered include site design for best task completion writing right for mobile sites monitoring
web analytics and integrating with traditional and social media websites (Bob Johnson
2011)
Another technical tool is digital video clips ―Video in its many forms is becoming a
major factor in our collective lives (80 million hours of video loaded to YouTube every
minute for example) As digital storytelling it is also being used in a variety of ways to build
brand equity with internal and external audiences Outcomes will be a better awareness of the
current trends in using video as a brand building tool and a field guide for teaching others
within the organization to make powerful digital stories Im currently using the workshop at
the UW to train students who will study abroad to make and distribute good quality video
about their experiences (Harry Hayward 2011) In case of brand building using video
assistance viral marketing campaign might work And the last idea which will increase
university profit is web site analytics ―The website is not only a conduit for most of your
marketing efforts todaymdashitlsquos also an incredible tool for measurement and marketing analysis
32
With web analytics you can better quantify the impact of your marketing campaigns improve
the effectiveness of your website segment visitors for micro-marketing efforts and generate
valuable marketing intelligence (Bruce Snyder 2011)
Marketing is the process of customer identification (needs views preferences financial
possibility to buy certain product) This task will be done through primary information
analysis Another task in marketing is development of ―analytics-driven approach to help to
reach a targeted student through search engines mobile smartphones text messaging email
newsletters and social media (Higher Education Marketing Company) This company has a
straight and logic view on marketing process in university which provides a wide scope of
services Google Analytics Search Engine Optimization Pay Per Click Marketing Social
Media Marketing Google Maps amp Local Search Web Design amp Development Mobile
Marketing Short Message Service (SMS) Another very effective tool is SEO (search engine
optimization) which allows embedding into the company website option for the most
important (most likely needed) words phrases while creating company web pages This set of
words with high possibility that potential customer will dial up will give opportunity for the
company website to pop up in the top list of the search engine (Google chrome yahoo etc)
Under research problem ndash low enrollment of students the researcher should look for the
findings of other studies relevant to this study problem The questions to start with are ―What
factors in university marketing practices are missing to achieve constant enrollment growth
―Is there any interrelationship of those factors and university attractiveness growth
One of the studies has been conducted among students registered state subsidized
universities in South Africa The purpose of this paper was to present a new marketing mix
based on MBA studentslsquo attitudes and opinions towards the marketing initiatives of business
schools in South Africa The findings of this study revealed showed seven quite distinct
underlying factors in the marketing activities of these business schools some covering the
same elements of the traditional marketing mix people promotion and price There were
however four different elements programme prominence prospectus and premiums ―The
marketing mix is a set of controllable marketing tools that an institution uses to produce the
response it wants from its various target markets It consists of everything that the university
can do to influence the demand for the services that its offers Tangible products have
traditionally used a 4Ps model the services sector on the other hand uses a 7P approach in
order to satisfy the needs of the service providerlsquos customers product price place
promotion people physical facilities and processes The product is what is being sold It is
33
more than a simple set of tangible features it is a complex bundle of benefits that satisfy
customer needs The price element of the services marketing mix is dominated by what is
being charged for the degree or tuition fees that are required to enroll at the university Place
is the distribution method that the university adopts to provide the tuition to its market in a
manner that meets if not exceeds student expectations Promotion encompasses all the tools
that universities can use to provide the market with information on its offerings advertising
publicity public relations and sales promotional efforts (Jonathan Ivy 2008) This traditional
model encompasses tools which deal with tangible products In case of university it provides
intangible product which needs more tools for promotion Fifth tool is people who are
considered as a staff in university (academic administrative and support staff) To have a
prominent image university should have teaching staff reputations PhD holders Professorial
title holders Also administrative staff can also play an important role to attain prospective
students by simply providing professional phone call inquiry
The newest addition to the marketing mix is physical evidence and processes Physical
evidence is attributed to internal and external appearance of the entity (from teaching
materials to facade of the building and lecture rooms) ―Processes are all the administrative
and bureaucratic functions of the university from the handling of enquiries to registration
from course evaluation to examinations from result dissemination to graduation to name but
a few During the period that the student is registered processes need to be set in motion to
ensure that the student registers for the correct courses has marks or grades correctly
calculated and entered against the studentlsquos name and is ultimately awarded the correct
qualification While this might seem quite straight forward there are numerous other
processes that need to be implemented concurrently (with the finance system
accommodation time tabling and the library) to ensure the highest level of student
satisfaction The findings of this research suggest that the traditional 4- 5- and indeed 7P
marketing services marketing mix may not be the best way to approach the marketing of
MBA programs in South Africa Using principal components factor analysis on 25 commonly
used marketing tools indicates that four new distinctive and independent elements exist along
with three elements from the traditional marketing mix (Jonathan Ivy 2008) The most
important element from the marketing mix was ―program element (the range of electives in
the degree choice of majors) The second was ―prominence of the degree (academic staff
reputations position on league tables or MBA reviews in the popular press) The traditional
promotions element of the marketing mix was split into two areas standard mass media
34
advertising and hard copy promotional materials such as the university prospectus and direct
mail posted to prospective students called ―prospectus in the MBA marketing mix The
price element is dominated by flexible payment of tuition fees which means that students are
price sensitive and looking for payment flexibility The people element has had a small
modification with face-to-face teaching being included along with personal contact with
graduates and open day attendance The final element of the new marketing mix is called
premiums This is a diverse element of the mix which included accommodation the number
of modules in the degree student exchange programmes university computer facilities and
class sizes While this element was considered the least important of the marketing tools not
offering some of these items could seriously damage the recruitment prospects of a business
school Indeed some items would be considered a standard offering of a university and
expected by a student without further consideration or evaluation (Jonathan Ivy 2008)
So from this study researcher may answer on the posed questions before There is indeed
some other factors out of the standard marketing mix which in this case (higher education
marketing) play a key role In order to finally apply those factors into the practical
implementation researcher should check whether all of those factors remain important for
MU For this purpose primary data should be collected by creating questionnaire which
includes new marketing mix tools
Another study conducted in the realm of marketing communications in Taiwan includes
other findings The purpose of this study was to examine how a graduate institute at National
Chiayi University (NCYU) by using a model that integrates analytic hierarchy process
cluster analysis and correspondence analysis can develop effective marketing strategies
This research revealed that even though universities and colleges in Taiwan have
increasingly realized the importance of having sound marketing strategies to stay competitive
they have concentrated their marketing strategies on promotion ndash advertising tuition
reduction scholarships etc This trend has often obscured the fact that marketing should be
based on customer needs with better efforts made to fulfill these needs Although market
segmentation and positioning enable marketers and institutional planners in higher education
to understand customer needs and to visualize institutional advantages in relation to their
competitorslsquo positions these are relatively new endeavors in educational marketing in
Taiwan
The results display that the five most important factors for studentslsquo school selection
were employability curriculum academic reputation faculty and research environment
35
Students perceived NCYU to be strongly associated with lower tuition fewer entrance-exam
subjects lower entrance-exam pass rates and easier graduation requirements (Hsuan-Fu Ho
Chia-Chi Hung 2008)
In order to verify whether such criteria are also indisputable preconditions for choosing
MU as a potential tertiary institution they should be included into the study questionnaire
As we can see that in secondary information there are many ways on how to improve
university standing and how to reach a customer But this information does not give us the
picture of Masaryk University customer why she chose MU what were the preferences to
choose it where she first time got to know about it and etc That is why for this part ndash to get
the picture of MU customer from primary data collection and then apply appropriate tools that
have been mentioned before would be a good combination for a successful marketing
campaign
24 Primary data
For the purpose of this study ndash increase MU attractiveness primary data has been
collected Researcher developed questionnaire which consists of 15 questions and randomly
gave out to international students The main goal of this questionnaire is to answer two
research questions set by researcher
1 On what element of marketing mix students relied more when choosing MU ―People
―Physical evidence or ―Processes
2 Does the possibility of domestic market employability after graduation plays the key role
for choosing MU
These two research questions will help to get a clue on how specifically to improve
attractiveness of MU
Data is analyzed by using excel Microsoft office application with support of various graphs
and tables It has been calculated that majority of respondents are current students in MU
which gives more in depth data describing university attractiveness
36
Graph 1 ―Identification of students` status
It is 62 of respondents stated that they are currently study in MU This will bring more in
depth data from the survey
Specializations have wider split up with two major elements Informatics and Medicine
amount to 32 and 27 accordingly Unfortunately there are no any students from sport
faculty As it has been mentioned respondents were chosen randomly so it can be obvious
that there is big amount of students studying or intend to study medicine and informatics
Graph 2 ―Identification variability of specializations
37
Country of origin table shows that students from Slovakia have majority Probably
because of country and national closeness to Czech Republic The second biggest majority is
students from United Kindom after them students from Russia and Hungary
Graph 3 ―Country of origin split up
Question number 4 relates to first research question (On what element of marketing mix
students relied more when choosing MU ―People ―Physical evidence or ―Processes)
which specifies the level of ―Process element in MU In general the level of handling phone
callemail is acceptable with 14 respondents answered as completely sufficient or completely
sufficient with additional information This shows that majority of students are satisfied with
first impression of contacting MU
38
Chart 3 ―Level of handling callemail inquiry
Question number 5 explains another element in first research question which is ―People It
is evident that for majority of students academic experience is the most important to know
about professors professionalism But it is also a big quantity of those who did not analyze
any information Five students responded that work experience in business sphere is a key
criteria to choose MU
Chart 4 ―Criteria for identifying professionalism of university teaching staff
The ―Process element is evaluated in question number six which explains the level of
administrative and bureaucratic functions in MU on the matter of convenience and usage
Number of courses
teachers offer
Quantity of
publication of
teachers
Work experience
in business sphere Academic
Experience Professional
title in
business
I didn`t analyze
any information
about academic
staff in MU
39
Chart 5 ―Convenience
On the chart it is shown that students rate these functions as convenient with only several
students who perceive it as rather inconvenient On the ―Usage chart it has also positive
trend representing that MU administrative and bureaucratic process is highly useful
Chart 6 ―Usage
Question number seven explains third element ―Physical evidence In graph below it is
obvious that majority of students do not check this element while choosing MU
40
Graph 4 ―Identification of processes element
69 replied negatively and 31 positively which means that this factor does not play a
key role in selecting university Majority of students rate MU facilities as comfortable It is
shown in the table below that eleven students rate facilities as good
Chart 7 ―Identification of physical evidence element
Question number nine encompasses several criteria which were taken from two elements of
marketing mix ―People and ―Physical evidence and some were not from this marketing
mix like ―ability to get employment in home country ―worldwide acceptable diploma
These two factors were taken from the second research question ―Does the possibility of
41
domestic market employability after graduation plays the key role for choosing MU Results
showed that students highly value ―ability to get employment in home country (16
respondents gave highest score) Also highly rated MU diploma as worldwide acceptable (15
respondents gave the highest score) Also for respondents it is important (with lower grading
score ndash ―4) ―Strong academic staff and ―Excellent laboratory facilities
Chart 8 ―MU criteria
Question number 10 includes set of common services that university provides to students
This question helps to understand what services MU provides sufficiently to students Results
showed that sufficient services that MU provides are almost all which have been mentioned in
the options list Only ―Small class sizes do not meet big majority expectations
a Ability to get
employment in home
country
b Strong
academic staff
d Library
facilities
c Excellent
laboratory
facilities
e Worldwide
acceptable diploma
42
Chart 9 ―MU services
Interesting results gave to the researcher questions number 11 which shows that mostly
students got to know about MU from internet search engines and from relativeslsquo advice
Graph 5 ―Media channel of MU
Question number 12 and 13 give overall satisfaction level with MU Question number 12
has been adopted from theoretical part which asks whether student is ready to enter university
again if heshe would have the same opportunity Question number 13 is double-checking this
statement Results are showing that majority of respondents would enter MU again and they
are satisfied with overall MU educational service
Reasonable
accommodation
Exchange
programs
Number of
modules
Small class
sizes
Internship
possibility
Research
environment Faculty
43
Graph 6 ―Choosing MU
Graph 7 ―General satisfaction of MU
Although researcher might observe big quantity of students who are relactant to answer
Graph derived from question 12 shows that half of respondents do not have such a strong
feeling to reenter MU The same situation is in general satisfaction of MU where 38
remained neutral
The last two questions deal with second research question And here results are varied
Graph 8 derived from question 14 depicts that MU degree is not that helpful for getting the
job back in home country Only 23 answered that degree surely will help to get a high paid
44
position 38 replied as ―probably yes 35 answered as ―not sure and 4 answered
―probably not So around 61 of respondents feel positive about successful employment
back home the rest are not that confident
Graph 8 ―Employability element
Graph 9 ―Employability element second question
If respondents replied positively on 14th
question then they were asked to state the reason
for this As it can be seen above high standard European education is playing a key role for
successful employment Also the rest of options have high scores too
45
RESEARCH REPORT
In the purpose of survey it was essential to understand which of three elements in
marketing mix (―People ―Processes and ―Physical evidence) students rely more and
therefore less while choosing MU According to study made in South Africa by Jonathan Ivy
there are seven elements in marketing mix which all equally important for improving
company attractiveness in service business Researcher of this study picked three out of
seven because they more closely respond to actual service oriented company The rest four
elements (product price promotion place) were existing before as traditional marketing mix
for all types of businesses So the element ―Processes uncovers with questions number 4 and
6 From the graphs it is obvious that students are satisfied with this marketing mix This gives
university strong point in attracting students Call email handling Information system
functionality and other bureaucratic functions work sufficiently well 22 students rated
callemail handling as positive Usage and convenience of different MU functional processes
are also positively appreciated with 13 students for convenience and 15 for usefulness From
this data it can be clearly stated that students do rely on effective functions of MU
Element ―People is identified in questions 5 9 and 10 Question 5 gives information that
students do not mainly rely on ―People element while choosing MU 9 students did not
analyze any information about professionalism of university teaching staff Meanwhile the
main factor on what students pay attention is academic experience of teachers But answers
for the questions 9 and 10 gives a tendency that students do rate criteria ―Professionalism of
teachers high but actually they give lower score for this actual criteria in question number
10 In question number 5 students chose different aspects of professionalism of teachers as a
criteria to enter MU Total score for professionalism aspects is 4+4+5+10+4=27 Also in
question number 9 criteria ―strong academic staff accumulates 17 points (it is taken only 4
and 5 levels of importance) But in question number 10 only students give only ten points for
―faculty as a sufficient service provided by MU It can be assumed that students had higher
expectation before entering into university that they have got
Element ―Physical evidence is seen as not important for respondents Graph for question
number 7 shows that 69 of students did not check elements of ―Physical evidence Also
majority of students rate university facilities as ―Good with opportunity to select ―Excellent
46
status (in question number 8) On the other hand students rate university accommodation and
research environment as high enough (question number 10) It can be concluded that during
the process of choosing university students do not rely heavily on ―Physical evidence But
they did get reasonable service in ―Physical evidence while studying in MU
Second research question states ―Does the possibility of domestic market employability
after graduation plays the key role for choosing MU After analysis of relevant graphs and
tables it became clear that this factor (possibility to get employed) is very important for
students So question number 9 gets the highest score (16) for criteria in choosing MU ndash
―ability to get employment in home country and also high score for ―worldwide acceptable
diploma Even though students rate possibility to get employed as the highest criteria to
enter MU 39 of students are not sure or don not think they will obtain high paid job back
home Here is the point to work for MU administration Students rely on high standard
European education and English language education as a key criterion for being confident in
getting well paid job (question number 15)
The data analysis process constitutes the following
1 MU has convenient and useful bureaucratic functions which are considered as a strong
point in delivering knowledge without obstacles It is difficult to identify the level of
―processes in organization but some points can be highlighted in promotion materials It can
be description of functionality of Information System or description of easy courses
registration
2 Element ―People has deviation in what is expected and what is delivered Students
have a bit higher expectations on the level of teaching staff experience and competence It is
recommended to do a deeper research on the reasons for this deviation But for now it can be
decided to arrange seminars or trainings for teacher to improve their marketing knowledge
and explain commercial tendency in market of high education
3 University ―Physical evidence is has strong rate of sufficiency The only problem that
students do not feel need to pay attention on this element Here MU administration should put
accent on Including pictures of libraries with free Wi-fi canteens computer labs which have
good and pleasant conditions
4 The most important criteria for students to choose MU is high possibility to get
employed at home But this perspective lacks consistency because there is significant amount
of students who remain uncertain in the future employability This gap can be solved by
successful decision making of three elements above ―People ―Processes and ―Physical
47
evidence But it is recommended to conduct further survey questioning the reasons of
students` uncertainty in future employability Maybe the reason is not related to some weak
points in marketing mix but the problem in home countries itself (political instability
nepotism etc)
To sum up the general situation in four factors mentioned above ―processes should be
promoted to international students as a smooth tool in obtaining degree ―people should go
through training on how to deliver lecture in contemporary commercial world of high
education market ―physical evidence should be mentioned in promotion of MU ―student
employability will be interrelated with ―people plus MU has to install closer relationship
with international companies (internships provision seminars with company representatives
professional lectures from leading companies etc)
Secondary information has also a great help in increasing university attractiveness
Viral marketing can be applied to MU because question number 11 shows that internet search
engine is a key tool how students found about MU There is a video of experience Brno life
among Erasmus Students which can be remade as a good promotion video of student life on
campus For Masaryk University very effective tool will be Google Analytics giving a wide
scope of techniques on how to track differentiate and analyze visitors ―Google Analytics is
the enterprise-class web analytics solution that gives rich insights into the website traffic and
marketing effectiveness Powerful flexible and easy-to-use features now give opportunity to
see and analyze your traffic data in an entirely new way With Google Analytics it is easier to
write better-targeted ads strengthen marketing initiatives and create higher converting
websites (Google Analytics website)
In general MU marketing politics should involve techniques mentioned by Jarvis J in his
book ―What Would Google Do Companies must learn that they are better off when they
cede control to their customers Give us control we will use it and you will win
Also it is important to read blogs There are search engines for blogs like Technorati
Icerocket Google Bloglines Pub-sub where MU marketing officials can search for MU
discussion groups or some topics
MU officials should constantly maintain ―conversation with current students It is a good
idea to start communication with those bloggers who care enough to talk about MU products
and service and brand The least MU officials can do is engage them and join the
conversation Even further step can be done Ask consumers what they think MU
48
administration should do MU will end up with better products and do a better job selling
them to more satisfied customers who can even help each other if MU officials let them
Next it will be effective to start university blog where students openly and forthrightly
share the problems and the solutions as they occur There is no reason why a university dean
should not open a direct conversation with the public That will do more to change the
culturemdashto finally make it customer-focused and mean itmdashthan a dozen consultants a
hundred off- sites or a million ad impressions
During of development process of some programs or anything in university it is better to
involve students in this process also
The last but not the least is links on the website of MU There are three links on the ESF
faculty One of them is ―Review of economic perspectives ―call for papers and Citi Bank
banner There should be more links to Headhunters conferences industry associations
current job opportunities etc This gives website alive image and helpful time spending
49
CONCLUSION
This study has been conducted in favor of future Masaryk University prosperity in the
current commercial world Researcher had a strong motivation to give helpful secondary and
primary information which will foster university educational process in the frames of
contemporary world
Of course any research comes up with further recommendations to analyze questionable
matters in results obtained Researcher believes that this work is just another step to constant
need of self-improvement
Researcher advices to put more accent on IT support to promote university image and
therefore increate its attractiveness (Harry Hayward 2011) mentioned that 80 million hours
of video loaded to YouTube every minute So there is high potential for promotion Viral
video of MU will hit several aspects of university improvement brand product suite
differentiation lifestyle according to Dr DJToncich Apart of that it is recommended to
build system of values believes and attitudes among students and university staff and
promote this in the future According to Dr Mark Putman it is essential nowadays to educate
university staff about strategic role of marketing and branding Website analytics would be
useful for measurement and marketing analysis Search optimization engine is another tool on
how to maintain university webpage in the top 10 results in Google chrome or other web
search engines On YouTube there is option to post advertisement of a company only in the
videos which are related to the sphere of products or services company offer So MU might
sign a contract of including its advertisement on videos which has key words as ―education
―high ―in English etc
According to primary data obtained it is obvious that several aspects in MU marketing
mix do not match high criteria among students Once one factor ―People would be solved
through trainings and constant updating knowledge of personnel another interrelated problem
will be offset ndash ―Employability But there is no any research done on interdependence of
these two factors so for further analysis of situation another research should be taken The
main purpose of this research would be identification of cause and effect linkages between
50
―People ―Employability and other factors which influence studentslsquo ability to get high paid
job back home And there are a lot of those factors starting from political situation in the
country to the level of corruption and nepotism
MU has potential to improve its educational process as we do the students because we are
the main customers for our university But one thing should not be forgotten and it is
companies which have strong notion about reality in one or another specialization That is
why my last advice for Masaryk University is to appeal as a liaison entity between students
and companies
51
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Advantage Through Creative Use of Market Information Chapter 5
Conway Tony Stephen Mackay David Yorke (1994) Strategic Planning in Higher
Education Who Are the Customers International Journal of Educational Management
Vol 8 Iss 6 pp29 ndash 36
Cooper Donald R Schindler Pamela S 2003 ―Business research methods 8th ed
Dillman Don A 2000 ―Mail and Internet Surveys The Tailored Design Method 2nd
Edition New York
Dekeba Alemayehu 2003 ―Basic of Marketing Research Methods
URL httpwwwglobuszcomebooksMarketingResearchindexhtm
Hemsley-Brown JV and Oplatka I2006 Universities in a competitive global marketplace
a systematic review of the literature on higher education marketinglsquo International Journal
of Public Sector Management Vol 19 No 4 pp 316-338
Harry Hayward ―The power of digital storytelling 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Hair Joseph F - Bush Robert P - Ortinau David J ―Marketing research within a changing
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Hsuan-Fu Ho Chia-Chi Hung Marketing mix formulation for higher education An
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correspondence analysis International Journal of Educational Management Vol 2 Iss
4 2008
Jarowski Ajay K Kohli and Arvind Sahay 2000 ―Market ndash Driven Versus Driving
Markets Journal of the Academy of Marketing Science 45-54
Johnson Bob ―Mobile marketing in higher education getting ready for 1012 and beyond
2011
URLhttpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Jarvis J ―What Would Google Do Adobe Acrobat eBook Reader 2008
52
Jonathan Ivy A new higher education marketing mix the 7Ps for MBA marketing
International Journal of Educational Management Vol 22 Iss 4 2008
Kotler Philip Fox Karen FA 1985 Strategic Marketing for Educational Institutions
Mora Michaela ―What Is Statistical Significance 2011
URL httprelevantinsightscomtagsample-size
Nha Nguyen Gaston LeBlanc 2001 Image and Reputation of Higher Education Institutions
in Studentslsquo Retention Decisions International Journal of Educational Management
Vol 15 Iss 6
URL httpwwwemeraldinsightcomjournalshtmarticleid=838798amp
Oppenheim ldquoQuestionnaire Design Interviewing and Attitude Measurementrdquo 1992
Oud Jacqueline 2004 ―Market research versus marketing research
Pimpa Nattavud 2003 ―Internationalization and trade in higher education opportunities and
challenges
Putnam Mark ―Do you drive the agenda or go along for the ride 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Rakhee Vyas Anne L Souchon 2003 Symbolic Use of Export Information A
Multidisciplinary Approach to Conceptual Development and Key Consequences
International Marketing Review Vol 20 Iss 1 pp67 ndash 94
URL httpwwwemeraldinsightcomjournalshtmarticleid=855530
Rich Lyons ―Authentic branding how creating a school brand with culture and curriculum
just might help save us 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Robert S Michael ―Inquiry amp Scientific Method 2002
URL httpwwwindianaedu~educy520sec5982week_1inquiry_sci_method02pdf
Rodriguez G ―5 Questions to Help You Understand Your Customer 2004
URL httpwwwpowerhomebizcomvol146customerhtm
Sekaran Uma Bougie Johan Roger Gisbert2009 ―Research Methods for Business a Skill
Building Approach 5th ed
Singleton Royce A Jr and Bruce C Straits 1999 Approaches to Social Research (3rd
Edition) New York Oxford University Press
Smith Scott M Albaum Gerald S 2005 ―Fundamentals of Marketing Research
Snyder Bruce ―Maximizing the power of web analytics 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Toncich ―Study and Learning in the Australian University System
53
URL httpwwwdoctorteenetfilesunibook04_ppdf
WEBSITES
Experiment-Resourcescom ―Comparing Quantitative and Qualitative Research 2009
URL wwwexperiment-resourcescomquantitative-and-qualitative-researchhtml
Higher Education Marketing Company Canada
URL httpwwwhigher-education-marketingcomcontact
Google Analytics website
URL httpwwwgooglecomintlenanalytics
54
Appendix A Questionnaire
Dear respondent this questionnaire is created in terms of Master`s degree diploma thesis The main goal of
this survey is to improve Masaryk University attractiveness by deriving the reasons for choosing Masaryk
University in obtaining a degree The answers will be kept as confidential and would not be used in any
other purposes other than for this research If you would have any questions regarding the results of this
survey please contact me
Ilya Shaiderov (380502mailmunicz)
Thank you for your cooperation
1 Are you a current or prospective student ____________________
2 What specialization you are obtaining or intend to obtain in MU ____________________
3 Please specify your country of origin ____________________
4 Please rate the level of handling your first phone callemail inquiry by MU staff (only if it is
applicable to your case)
1 2 3 4 5
5 While considering MU as an option to study what criteria did (do) you analyze to check
professionalism of university teaching staff (you may choose several options)
a Number of courses teachers offer
b Quantity of publication of teachers
c Work experience in business sphere
d Academic Experience
e Professional title in business
f I didn`t analyze any information about academic staff in MU
No response
Insufficient response
Sufficient enough
Completely sufficient with additional information
Completely sufficient
55
6 (Only for current students) Could you characterize the process of courses registration usage of IS
system and other administrative and bureaucratic functions of university (please choose one in each
scale)
Convenience
1 2 3 4 5
Usage
1 2 3 4 5
7 (For both current and prospective students) While choosing MU did (do) you check quantity of
books in university library accessibility of electronic databases new editions of study materials
overall quality of library
Yes
No
8 (Only for current students) Please rate MU facilities (buildings classrooms computer labs etc) on
the matter of ―comfortability
1 2 3 4 5
Excellent Good Sufficient Not enough Bad
Completely Convenient
Rather Convenient
Convenient Rather Inconvenient
Completely Inconvenient
Completely Useful
Rather Useful
Useful Rather Useless
Completely Useless
56
9 (For both current and prospective students) How do you rate the following factors as criteria for
choosing MU (1- least important 5 ndash most important)
a Ability to get employment in home country
b Strong academic staff
c Excellent laboratory facilities
d Library facilities
e Worldwide acceptable diploma
10 Please choose (mark ―V) services that MU sufficiently provides to you as a student (in case you
are prospective student - should be provided)
___ Reasonable accommodation (covered by student)
___ The number of modules in the degree and big variety of elective courses
___ Student exchange programs
___ Research environment (sufficient up to date study materials computer labs laboratories etc)
___ Small class sizes
___ Internship possibility
___ Faculty (profound selection of PhD and profession specialists)
1 2
T
y
p
e
a
q
u
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e
f
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e
d
o
c
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e
4
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4
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[
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a
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o
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e
d
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u
m
57
11 From what source you first found out about Masaryk University
a Website search engine
b Advice of friends parents etc
c TV
d Newspaper please specify____________
e Journals please specify____________
f Billboards
g Website banners please specify website_______________
h Other source__________________________
12 (Only for current students) If you had do it over again would you still choose MU If not please
specify why
a Yes
b Not sure
c Probably would
d Probably would not (please specify why)
__________________________________________________________________________________
__________________________________________________________________________________
________________________________________________________________
13 (Only for current students) Please describe your level of general satisfaction with university
a Not satisfied at all
b Neutral
c Satisfied
d Very satisfied
58
14 (For both current and prospective students) Do you think MU degree will help you to get above
average salary in your home country
a No b Probably not c Not sure d Probably yes c Yes
15 If you think that MU degree helps to get well paid job in your home country what might be
reasons for that (more than one reason can be selected)
a High standard European education d Possibility to pass internship in Europe
b Degree specialization choice e Other_________________________
c Education in English language
vi
Table of Contents
INTRODUCTION 1
LITERATURE REVIEW 3
1 THEORETICAL PART 5
11 Marketing versus Market research 5
12 Quantitative versus Qualitative Research 5
13 Marketing Research Process 6
14 The Research Plan 13
15 Measurement 13
16 Designing Questionnaires 14
17 Inaccuracy 15
18 Ambiguity 16
19 Hints to improve quality of questionnaire 18
110 Sampling procedures in Marketing Research 20
111 Editing Coding and Descriptive Analysis 23
112 Research Errors 24
2 PRACTICAL PART 25
21 Marketing Research Process Applied 25
22 Analysis and interpretation of data 28
23 Secondary data 28
24 Primary data 35
RESEARCH REPORT 45
CONCLUSION 49
REFERENCES 51
Appendix A Questionnaire 54
1
INTRODUCTION
―The elements of globalization in higher education (HE) are widespread and
multifaceted and the HE market is now well established as a global phenomenon especially
in the major-English speaking nations Canada the US Australia and the UK In the context
of increasing competition for home-based and overseas students higher educational
institutions now recognize that they need to market themselves in a climate of international
competition (Hemsley-Brown JV and Oplatka I2006)
The main idea of this research is to analyze secondary information about HE marketing
around the world to detect potential solutions to MU (Masaryk University) problem
(attraction of international students) After this set of potential solutions will be developed
there will be next step ndash verification on the extent of those solutions match with real MU
situation To get this verification researcher should proceed to obtain primary data including
questions that will prove or disprove world practices in HE marketing solutions The final
result of this procedure will be mix of proved MU problems which exist in world practices
(solutions will be applied according to secondary data) and problems which inherent only in
MU university (in this case researcher should propose potential solutions which will improve
current situation)
In order to increase accuracy of primary data collection common research errors will be
taken into consideration and verified according to proposed procedures Errors are briefly
mentioned in the practical part but the detailed explanation of some of them will take place
only if one of those will arise during the research process
Research goal of this study is to identify ways on how to increase students` inflow into
MU by means of detecting general preferences of MU customers (prospective and current
students) The motivation to reach this goal is coming from the secondary information
gathered Despite the fact that HE marketing is a new stream in marketing itself there are
many tools on how to increase studentslsquo enrollment University potential to increase
international studentslsquo inflow derives from university image reputation branding mobile
marketing Google analytics and many more which is explained in secondary information
part Motivation to improve MU HE marketing activities comes from the point that current
students have more possibilities to travel abroad ―It has been estimated that more than 16
2
million students study outside of their home countries with more than 547000 studying in the
United States (Pimpa 2003) So there is a huge potential for universities to attract
international students through marketing campaigns
In this work MU considers as an organization which has a goal to increase quantity of
students enrolled from abroad For this reason any company should understand its customer
(needs threats and opportunities) Usually company has several categories of customers
―Some buy because they find your price to be the lowest some because they find your
services to be outstanding while some purchase from you because of your reputation in the
industry (Rodriguez 2004) Even though there is set of categories of customers the main
feature always exists So this work is devoted to depict the ―main customer for Masaryk
University
For this purpose quantitative marketing research is a tool to solve this Different
categories of customers give criteria to improve sales for a company ―It is important that you
know what customers consider most valuable about your products or services (Rodriguez
2004) That is why quantitative marketing research would bring up those values of the MU
education for further improvement Moreover it will display disadvantages of MU higher
education which after all should be improved to make them as advantages
Results of marketing research have several consequences The first one company gets
closer to its customer and it can promote its products according to customer characteristics in
social class lifestyle marital status and etc The second one company might redesign its
product or service according to specific advices of customers And last one is that a company
can find one more target market which responds to company marketing mix All these items
allow marketing manager to crystallize its target market and give ways to increase sales But
the final destination for a company is to transform from market driven entity to market
driving one
An article published by Jarowski Kohli and Sahay in 2000 year ―Market-Driven
Versus Driving Markets states that in general there are two main strategies to market
orientation ―1) traditional market driven approach based on understanding and reacting to the
preferences of customers and actions of players (customers competitors) within a given
market structure and 2) driving markets by influencing the structure of the market andor the
behavior of market players (customers competitors) in a direction which would enhance the
position of the focal business (Kohli Sahay 2000) They also argued that these two
approaches are complementary because a company can in the beginning use market driven
3
approach to support its sales and generate profit and after shift to more market driving
approach In general it is difficult to state that market driving approach is the future for all
companies which seek success for a long term But there is certainty that if a company keeps
track on current tendencies on the market it might propose some products which would be
highly demanded in the shortest future Vyas and Souchon (2003) argued that experience in
specific markets might lead to intuitive understanding of customers` future needs or wants
that would facilitate a market driving approach focused on said customers` unstated or
unknown needs
Once a company needs to know its customer the only way to do it is to ask a
customer It can be done by means of primary or secondary researches which have several
pros and cons Also primary research has two options quantitative or qualitative marketing
research
LITERATURE REVIEW
The definition of education marketing was created by (Kotler and Fox 1985) in the
following form ―The analysis planning implementation and control of carefully formulated
programs designed to bring about voluntary exchanges of values with a target market to
achieve organizational objectives
The conception of a client in the tertiary education sphere was one of the main topics
in 1990s For example (Conwey 1994) highlights that there are two perspectives of
approaching a university client In the first case the clients are students who are offered study
programs by universities In the second notion the clients are employers and companies to
whom students present the product of the university
Students remain as a main target group for universities and marketing communications
directed to their needs and preferences From this point applicability of traditional marketing
research process takes place Thorough description is given by (Smith and Albaum 2005)
who gave clear and simple path of stages in marketing research process
In the problem formulation stage (Barabba Zaltman 1991) gave strong arguments for
differentiating management problem from a research problem They emphasize on the ability
of researcher to translate management problem into research problem
4
(Robert S Michael 2002) gave the most profound characteristic of scientific method
of inquiry which has been chosen for this study Two stages of his proposed method of
inquiry are not included due to different research design taken for this study ndash explorative
(Cooper Schindler 2003) stated several compelling reasons for sampling They
mentioned two types of sampling one of them has been incorporated into this work ndash
probability sampling
Measurement of variables in this work has been done according to (Hair Bush
Ortinau 2006) by assigning numbers and labels to multiple choice answers in questionnaire
The matters of ambiguity and inaccuracy in research have been covered by (Smith
Albaum 2005) (Hair Bush Ortinau 2006) and (Sekaran Bougie 2009)
Research questions arose from two articles wrote by (Jonathan Ivy 2008) and another
one by (Hsuan-Fu Ho Chia-Chi Hung 2008) (Jonathan Ivy 2008) argued in his article that
there are three more elements in marketing mix when talking about service oriented business
like university Those elements were given names as ―People ―Processes and ―Physical
evidence (Hsuan-Fu Ho Chia-Chi Hung 2008) included another important factor for
university promotion and it is the extent of employability after graduation from university
(Dr DJ Toncich2008) is talking about deviations in university slogans and real
university standing In his article there is also explanation of the ways on how to promote
different parts of university image Along with this (Nguyen and Le Blanc2001) emphasize
on market positioning (Bonardi amp Ekwulugo 2003) claimed customer oriented approach that
university should take into promotion and development educational process
Partially (Harry Hayward 2011) touched the matter of video clips as effective tool to
promote university image With support of (Bruce Snyder 2011) web analytics became
another effective tool of keeping track of different target markets and customer preferences
tendencies
(Jarvis J 2008) emphasize on overall marketing politics which encompass existing
blogs analysis creation of internal and external blogs for sharing ideas problems and
thoughts among students and university staff He also proposes to include useful links in
company website
5
1 THEORETICAL PART
11 Marketing versus Market research
It is essential to differentiate those two terms in order not to be mistaken in research
process In the article ―Market research versus marketing research by Jacqueline Oud
market research provides more general information about the market This research can
answer such questions as country specifications market potential and accessibility overall
customer information (who what where when and how) On the other hand marketing
research has more detailed and deep information about customers and their attitude toward
company products This research can be done through interviews customerslsquo feedbacks after
product trials follow-up of the consumer and its behavior It means that marketing research
can include market research but not vice versa
Usually those two terms are used together because market and marketing research can
interconnect during the process of identifying product positioning So this study is
concentrated mainly on conduction marketing research If from the survey it becomes obvious
that some reasons of MU choice related to university environment (eg country
specifications) it will be made partial market research using secondary data
12 Quantitative versus Qualitative Research
The primary aim of a Qualitative Research is to provide a complete detailed description
of the research topic Quantitative Research on the other hand focuses more in counting and
classifying features and constructing statistical models and figures to explain what is
observed
The researcher serves as the primary data gathering instrument in Qualitative Research
Here the researcher employs various data-gathering strategies depending upon the thrust or
approach of his research Examples of data-gathering strategies used in Qualitative Research
are individual in-depth interviews structured and non-structured interviews focus groups
narratives content or documentary analysis participant observation and archival research
6
On the other hand Quantitative Research makes use of tools such as questionnaires
surveys and other equipment to collect numerical or measurable data
Qualitative Research is primarily subjective in approach as it seeks to understand human
behavior and reasons that govern such behavior Researchers have the tendency to become
subjectively immersed in the subject matter in this type of research method
In Quantitative Research researchers tend to remain objectively separated from the
subject matter This is because Quantitative Research is objective in approach in the sense
that it only seeks precise measurements and analysis of target concepts to answer his inquiry
(Experiment-Resourcescom 2009)
The question remains what method should be used after all This study aims to find out the
answer to an inquiry through numerical evidence so quantitative research is applicable in this
case If in the future researcher would like to explain further why this particular event
happened or why this particular phenomenon is the case then Qualitative Research comes
into practice
13 Marketing Research Process
According to Karole Friedmann (2003) Director of Products and Services for the
marketing services company Market Research Project Management Inc marketing research
project will be effective only if the information it provides leads to better business actions
decisions products or strategies In general marketing research is correlated with decision
support system when company executive decreases the risk of uncertainty by conducting
research Successful marketing research provides options for future actions in company
strategy High quality marketing research is proportional to high quality decision
―Marketing research is the systematic and objective search for and analysis of
information relevant to the identification and solution of any problem in the field of
marketing There are several important points in this definition First marketing research is a
systematic search for and analysis of information Careful planning throughout all stages of
the research is a necessity Researches must start with a clear and concise statement of the
problem to be researched Good research practice requires that the information sought the
methods used to collect the information and the techniques employed to analyze the
information be systematically and carefully laid out in advance (Smith Albaum 2005) Also
7
objectivity of marketing research plays another important role in successful marketing
research This criterion allows omitting escalation of commitment and clearly reflecting
current situation
There are pitfalls during marketing research process The most common ones are pseudo-
research and advocacy surveys Pseudo-research is done simply to come up with desired
results There is no objective and ethical approach Advocacy surveys are developed in such a
way that serves the needed answer Along with these two pitfalls the major one for doing
successful research is escalation of commitment when researcher is unable to consider other
variants of research results All these drawbacks might lead to waste of time and money spent
for research
Marketing research process consists of nine steps
Problem formulation
Method of inquiry
Research method
Research design
Selection of data collection techniques
Sample design
Data collection
Analysis and interpretation of data
Research report (Smith Albaum 2005)
Problem Formulation
―From the researcher`s point of view problem formulation means translating the
management problem into a research problemhellip An accurate problem formulation specifies
the types of information needed to help in solving management problemhellip the quality of
thinking about an issue (ie a problem situation) prior to data collection largely determines
the quality of thinking (ie analysis and problem solving) after the data have been collected
(Barabba Zaltman 1991)
Problem itself contains several components
1) The manager(s)decision maker(s) and his her or their objectives
2) The environment or context of the problem
3) The nature of the problem
8
4) Alternative courses of action
5) A set of consequences that relate to courses of action and to the occurrence of events not
under the control of the manager
6) A state of uncertainty as to which course of action is the best (Smith Albaum 2005)
Objectives have wide scope of variability starting from profit increase to serviceproduct
improvement ―The fewer the objectives of any study the easier it is to keep track of progress
toward the objectiveshellip Objectives vary from jointly agreed-upon corporate objectives to the
individual objectives of each employee (Smith Albaum 2005)
Environment of the problem can be related to the market research because it encompasses
such aspects as level of income and rate of growth in the market degree of competition and
government regulation Upon that it might also consider consumer tastes and preferences
Environment has a wide set of factors so researcher should define those factors which are
relevant to the problem
Method of Inquiry
The next stage in marketing research process is method of inquiry or method of
investigation The most objective and reliable is scientific method This method is effective
during the starting point and during the process of results check The main and most profound
characteristic of this method is objectivity It consists of the steps listed below
1 Observation and description of a phenomenon or a group of related phenomena An
investigator has little of prior information This is the stage when qualitative methods may
provide considerable information about what-is
2 Formulation of a hypothesis to explain the phenomena In educational research the
hypothesis is often a question about the relationship between or among variables that may
influence learning The hypothesis may be one that merely asks whether a relationship exists
(correlation research) or the hypothesis may state a cause-and-effect relationship
3 Predict the existence of other phenomena using the hypothesis or predict the results of new
observations
4 Conduct experimental tests of the predictions by several independent experimenters who
use proper experimental methods (Robert S Michael 2002)
9
Research Method
In addition to method of inquiry researcher should select research method There are two
types of research methods experimental and nonexperimental In former type of method
researcher can intervene into research experiment and control external variables It is vice
versa in nonexperimental method (Smith Albaum 2005)
Research Design
Another step in marketing research process is research design which is considered as
specific methods and procedures to obtain information needed Research design stipulates
what information to collect from what sources and using what procedures The key marker of
successful design is whether information collected relates to research problem along with
objectivity and efficiency There are three classes of designs ndash exploratory descriptive and
causal In exploratory design researcher identifies and formulates problem along with
development of alternative courses of action It is also considered as a first step in a broad
study in order to get sufficient knowledge and narrow down the problem area Sequence in
exploratory studies lead to three steps
Search of secondary information
Interview experts in a given field
Checking similar situations
Descriptive research design is more narrowed in contrast to exploratory one In former
specific research questions are postulated already The research problem is familiar and
specific This research is preplanned and structured Descriptive research covers such areas as
product research promotion research distribution research and pricing research
Causal studies help to predict causes of deriving such hypothesis The key purpose here is to
define relationships of causal factors to the effects of our prediction Researcher might build
a chart depicting several possible factors that brought situation to a current condition If there
is only one factor this would directly have influence on the situation If there is more than one
factors it is time to verify which one of those led to situation change This approach is called
casual relationship If there is only one factor there might be applicable deterministic
causation Another type of causal studies in probabilistic causation which is expanded version
of deterministic causation with more than one variable (Smith Albaum 2005)
In marketing research sources of information vary but serve as a tool to decrease uncertainty
and check hypothesis There are secondary sources respondents natural experiments
10
controlled experiments and simulation Secondary sources are taken from external
organizations which conducted research with similar purposes Usually it is statistical
committees government bodies NGO`s and etc Respondents also serve as a source of
informative and behavioral information Experiment usage might also bring valuable
information Sometimes it is better (high expenses time shortage) to implement simulation to
a certain situation Simulation is considered as a set of techniques for manipulating a model of
some real world process to find numerical solutions useful in the real process being modeled
(Smith Albaum 2005)
Selection of data collection techniques
Information itself is divided into three categories primary secondary and commercial
Secondary information is gathered by passing actual research conduction Primary
information is coming from data collected by investigator and serve as a main answer to
research question Commercial data is collected by marketing agencies and contains primary
and secondary information
It is better to start collecting secondary information first because it is less expensive and it
can offset the need of doing own research Even though if it will not solve the problem
secondary information can clarify the problem in more detail and help to develop advices to
research questions Also help in planning the gathering of primary data and defining the
population and selecting the sample
Secondary Information
Secondary information has two types ndash internal and external Internal information can be
found within the company past researches and report whereas external is outside of the
company Using internal secondary information will shed light on model and size of product
by area kind of account and industry medium amount of sales by area sales volume
percentage share of sales by product model product size etc External secondary information
allows verifying overall size of market characteristics of market features of competitor
products prices and promotion (Smith Albaum 2005)
Primary Information
The major source of marketing research is primary data In the process of gathering this
data researcher deals with respondent Respondent is a person who provides answers to the
11
questionnaire developed by researcher Answers are not the only findings that can be
collected in primary data collection Respondentslsquo behavior is another key aspect to observe
and analyze future choice of consumer
The main advantage of primary data collection is itlsquos up to date information which respond
researcherlsquos main criteria ndash the extent of the obsolescence of collected data That is why
primary data gives more realistic view to the researcher Another advantage is that primary
information can be collected in varied ways from interview to email questionnaire This gives
researcher flexibility in choosing process Cost and time spend to acquire this type of
information varies It can be attributed to the quantity of respondents should be asked their
accessibility in terms of location and etc So it is the researcher who decides whether to
collect primary data or not based on availability of secondary data time and budget of
research
The main disadvantage of primary data collection is incorrect questionnaire design
(questions answer options place of survey and etc) If doing so researcher may mislead
himself in data analysis and come up to a wrong conclusion Time might be another aspect to
consider as disadvantage for collecting primary data There is higher possibility to obtain
statisticalmarket research from some agency already prepared rather than spending time in
collecting surveys analyze them and synthesize to make final conclusion The best option is
of course to attain secondary information about the topic and then based on its outcomes
collect primary information
In this study will only be included quantitative techniques Questions will be included to
derive attitude to contemporary high education among students
Sample Design
It is rare that in marketing research the whole population is analyzed Sample is mainly a
small representative group of people that reflects all potential consumers Sample selection is
derived from consideration of the relevant systematic and variable errors that might occur
during the research process (Smith Albaum 2005) ―There are several compelling reasons
for sampling including (1) lower cost (2) greater accuracy of results (3) greater speed of
data collection and (4) availability of population elements There are two types of sampling
to choose nonprobability and probability sampling Probability sampling is based on the
concept of random selection ndash a controlled procedure that assures that each population
element is given a known nonzero chance of selection In contrast nonprobability sampling is
12
arbitrary and subjective Each member does not have a known nonzero chance of being
included (Cooper Schindler 2003)
Analysis and Interpretation of Data Collected
The first step in processing of data is editing of complete schedulesquestionnaires Editing
is a process of checking to detect and or correct errors and omissions Editing is done at two
stages first at the fieldwork stage and second at office
Field editing
During the stress of interviewing the interviewer cannot always record responses
completely and legibly Therefore after each interview is over he should review the schedule
to complete abbreviated responses rewrite illegible responses and correct omissions
Office editing
All completed schedulesquestionnaires should be thoroughly checked in the office for
Completeness accuracy and uniformity
Coding
Coding means assigning numerals or other symbols to the categories or responses For
each question a coding scheme is designed on the basis of the con med categories The coding
schemes with their assigned symbols together with specific coding instructions may be
assembled in a book After the transcription of data is over data are summarized and arranged
in a compact form for further analysis This process is called tabulation
Tabulation
Thus tabulation is the process of summarizing raw data and displaying them on compact
statistical tables for further analysis It involves counting of the number of cases falling into
each of several categories
Tabulation can be done by hand or by mechanical or electronic devices The choice depends
upon the size and type of study cost considerations time pressures and the availability of
tabulating machines or computers In this project tabulation and statistics will be done by
using Microsoft excel spread sheet (Debeka 2003)
The Research Report
―Results of the research can be described in short or in long reports Short reports are
appropriate when the problem is well defined is of limited scope and has a simple and
straightforward methodology Short reports are about five pages Long reports are of two
13
types Technical report is written for an audience of researchers And management report
written for the nontechnically oriented manager or client (Cooper Schindler 2003) This
paper is considered to be a tool for a managing director (dean) of the university who might
not have research background so the results of the research will be represented as managerial
report
14 The Research Plan
Research plan is needed to organize everything in a way that each stage would clearly
derive from the previous one It is a tool to control and follow up all procedures of research
project It starts off with stating objectives (primary and secondary) then problem analysis
(includes research problems questions hypotheses interconnection between objectives and
problem) Research design is next one It has four subsets (1) research methodology (how the
research will be made) (2) research techniques (methods and procedures for data gathering)
(3) sample design and selection (what is the size of sample is there any subsamples how you
will make sure that it is representative sample How the sample size was determined) The
fourth stage of research plan is proposed analysis (tabulation procedures cross-analysis
tabulations and their reasons type of statistical analysis) (Smith Albaum 2005)
15 Measurement
In marketing research measurement plays a key role Accurate measurement of variables
brings to right results and therefore to right management decisions The main goal of accurate
measurement is to characterize customers` attitude toward a product ―Researchers use the
measurement process by assigning either numbers or labels to (1) people`s thoughts feelings
behaviors and characteristics (2) the features or attributes of objects (3) the aspects of ideas
or (4) any type of phenomenon or event using specific rules to represent quantities andor
qualities of the factors being investigated For example to gather data that will offer insight
about people who shop for automobiles online (a marketing phenomenon) researcher collects
information on the demographic characteristics attitudes perceptions past online purchase
14
behaviors and other relevant factors associated with these people (Hair Bush Ortinau
2006)
Two of the primary criteria of evaluation in any measurement or observation are
Whether we are measuring what we intend to measure
Whether the same measurement process yields the same results
These two concepts are validity and reliability Reliability is concerned with questions of
stability and consistency - does the same measurement tool yield stable and consistent results
when repeated over time Validity refers to the extent we are measuring what we hope to
measure (and what we think we are measuring) To apply these concepts to social research
we want to use measurement tools that are both reliable and valid We want questions that
yield consistent responses when asked multiple times - this is reliability Similarly we want
questions that get accurate responses from respondents - this is validity (Smith Albaum
2005)
16 Designing Questionnaires
After determining established set of scale measurements it is the time to format them into
an instrument for collecting raw data from respondents The purpose of designing reliable
questionnaire is to collect high quality primary data which can be easily transformed into the
information for the manager The main principle in developing questionnaire is its logic
objective and consistent approach rather than creative way of questions development
Everyone understands that words go into questions and that questions go into questionnaires
but not everyone understands that writing questions does not give you a questionnaire (Hair
Bush Ortinau 2006)
During the procedure of formulating and asking questions response nonresponse errors
occur Nonresponse errors can occur due to the length of questionnaire or questions their
complexity or inclusion of personal questions To avoid such type of error it is necessary to
use innovative way of questions formulation by keeping them concise and in the same time
sufficient enough The next step is to shuffle up the formats of questions to keep interest of
respondent to answer Keeping respondent well informed about directions of each part of
questionnaire is also important Researcher should put emphasis on style and format of
questionnaire (font color of paper graphic attributes etc) The final aspect is numbering the
questions to help keep track for both researcher and respondent
15
Response error rise when the actual value of variable contradicts with one in the report
This error can rise from both sides researcher or respondent Respondent is considered as a
person who provides information through communication (interviews questionnaire) or
observation (researcher observe behavior of respondent) Response error though can occur
during one or both of those processes To verify reasons of errors researcher should analyze
steps in delivering information The first one is information formulation and the second is
information transfer Inaccuracy happens during formulation step and ambiguity during
information transfer to respondent (Smith Albaum 2005)
17 Inaccuracy
Inaccuracy as a cause of questionnaire design means that false report is obtained from the
attitudes preferences beliefs feelings of respondent Questions and scales must be used that
enable to get the whole picture of respondent perception on the matter rather than to get a
fragment of his perception Accuracy itself refers to the degree to which the data provide the
researcher with a description of the true state of affairs From this point ―questionnaire design
precision rise up which is the extent to which a questionnaire design can reproduce similar
results over repeated usages (Hair Bush Ortinau 2006)
There are two types of inaccuracies predictive and concurrent Former one is caused by
inaccurate intentions of researcher during problem formulation Concurrent inaccuracy
happens when respondent intentionally provides inaccurate information
Inability to respond and unwillingness to respond are the most common concurrent
inaccuracies Inability to respond happens when question is posed the way it is hard to answer
without certain actions of respondent (check look up some features of product in question)
These problems might occur if respondent does not remember product features questionnaire
is unrealistic badly designed or directed to improper person Also if construction of questions
is developed with misuse of words or general terms
―Unwillingness to respond deals with motivation of respondent Respondent will not
provide accurate or any information due to several costs One of them is time costs which
require respondent to spend time for questionnaire completion So if respondent is busy or
questionnaire is too long she would answer the questions as quick as she can without paying
attention to accuracy For this reason questionnaire section will contain this phrase ―Do you
16
have time now to answer questions or would you rather set a time when I could contact you
again
Second problem is perceived loss of prestige Some questions might influence prestige of
respondent and then he tends to answer in a way not to lose his prestige which leads to
inaccurate answer Examples of areas which involve prestige level is age income educational
level and job position The main key to solution of this problem is to ask for information
twice in different ways
Third area of questions that might bring to unwillingness to respond is invasion of privacy
If questions touch private information about respondent inaccuracy and nonresponse take
place Such area includes questions about family matters income and money attitude finance
respondent hygiene political views religion and etc In this case indirect questions can help
or in case of direct questions still have to placed they should be included in the end of
questionnaire (Smith Albaum 2005)
18 Ambiguity
Ambiguity is considered as errors in constructing written and oral words or behavior
Inaccuracy errors occur during the formulation of information whereas ambiguity errors
happen during transfer of information through communication or observation Unambiguous
situation is the one where researcher asks question and respondent answer based on the same
meaning of words In this case two phase process takes place When question interpreted by
respondent has the same meaning as it is in interpretation of researcher And answer by
respondent is understood the same way as by researcher (Smith Albaum 2005)
―The language of the questionnaire should approximate the level of understanding of the
respondents The choice of words will depend on their educational level the usage of terms
and idioms in the culture and the frames of reference of the respondents If some questions
are either not understood or are interpreted differently by the respondent the researcher will
obtain the wrong answers to the questions and responses will thus be biased Hence the
questions asked the language used and the wording should be appropriate to tap respondents`
attitudes perceptions and feelings (Sekaran Bougie 2009)
Also implicature is an issue related to ambiguity when researcher is using elliptical
sentences (starting with ―Why ―What ―How) and respondent fill in the missing content
17
by herself In standardized interviews respondent should interpret questions as he can which
leads to miscommunication and wrong results So conversational interviewing is when
researcher is trying to explain the meaning of question and not influence the answer (Smith
Albaum 2005) Interview refers to qualitative method to obtain data this study has
quantitative research so it becomes crucial to construct clear and concise questions For this
purpose there will be pretest of questionnaire research by giving out it to my friends and get
feedback Another way to track understanding level of respondent is to set sub questions in
questions which contain highest probability to mislead respondent By simply asking the level
of question comprehension (good or fair) researcher can identify the level of ambiguity in
answers and track those answers which are answered with ―good level of understanding
Question form and question wording has certain relationship to ambiguity
There are four questionanswer types
1 Free answer (open-ended text)
2 Dichotomous and multiple choice answers (select k of n)
3 Rank order answers
4 Constant sum answers
1 Free answer questions imply that respondent will give full answer to the question in his
own words This type of questions require respondent to have ability to express completely
and concisely That is why free answers have great extent of ambiguity during interpretation
process
2 Dichotomous and multiple choice answers are the most common in questionnaires
development General form for both of these answer types is selection of ―k optional answers
out of ―n available ―Select exactly 1 of n Answers is one of such type of answers This is
simple form where k=1 and n is up to researcher desire In dichotomous question options (n
values) range into two extremes (―Yes ―No ―In favor ―Not in favor ―BuyDo not buy
etc) Multiple choice answers are just an extension of dichotomous questions Multiple choice
questions may require selection of several ―k out of ―n possible answers or selection
unlimited amount of ―k answers out of given ―n options
3 Rank order answers allow to put gradation to answer options This type of answers
characterizes data on the most prevailing option and the one which has the least importance to
18
respondent Typical questions can include determining ranking of preferences first to last
most current to least current and etc The most common bias here is that first optional answer
in the question has more chances to be selected Also tied rankings may cause another
problem of data weakening When it is allowed to rank several answer options into one
ranking level it is impossible to determine results out of this answer For the efficiency
purposes maximum of answer options given in rank order questions vary from five to seven
If it is more than seven it is hard for respondent to identify clearly the right ranking order
4 Constant sum question is the form of ranking using allocation of one hundred percent to
the options containing reasons for the statement asked It can be options for the reasons of
company product purchase (Smith Albaum 2005)
Also to create a good questionnaire researcher should include ―positively and negatively
worded questions Instead of developing all questions positively it is better to mix them with
negatively worded questions to reduce the probability of mechanical filling the questionnaire
by respondent ―A respondent who is not particularly interested in completing the
questionnaire is more likely to stay involved and remain alert while answering the questions
when positively and negatively worded questions are interspersed in it For instance if the
respondent has circled 5 for a positively worded question such as ―I feel I have been able to
accomplish a number of different things in my job he cannot circle number 5 again to the
negatively worded question ―I do not feel I am very effective in my job hellip The use of
double negatives and excessive use of the words ―not and ―onl should be avoided in
negatively worded questions because they tend to confuse respondents (Sekaran Bougie
2009)
19 Hints to improve quality of questionnaire
A Neutrality and don`t know or no opinion
It is an option given to respondent to remain neutral to the question provided Once third
option is included researcher does not force respondent to answer and it makes questionnaire
more polite to respondent Based on the nature of the question researcher may include such
options like ―don`t know ―no opinion or ―not applicable ―Don`t know might be
attributed to question dealing with some facts whereas ―no opinion can be attributed to a
19
certain attitude of respondent If such type of option will be included it is important to
increase sample size because of increased probability for respondent to choose neutral answer
B Dichotomous questions
It is the easiest type of questions for respondents It is considered as a question with
average probability for being ambiguous But it has the lowest probability of being ambiguous
among free-answer questions and multiple-choice questions
C Multiple choice questions
The researcher has two options if she wants more detailed information in a certain
question It is to create multiple choice question or free-answer question Usually multiple
choice questions are more complex and longer than the other two (dichotomous and free-
answer) Ambiguity in such type of questions derives from inability to formulate mutually
exclusive alternatives Another reason for ambiguity is limitation of the chosen answer
Respondent should select only one option which most widely answers the question For this
reason researcher may offer to select as many options as respondent wishes There is a table
below which shows relative probability of ambiguity related to form of question
Table 1 ―Form of Question and Relative Probability of Ambiguity (Smith Albaum 2005)
D Question wording
Selection of right words plays important role in questions development So in wording
choose researcher should be extremely careful Ambiguity in wording has several sources
Question length
Respondent unfamiliarity with some words
Relative Probability of Ambiguity
Form of Question Question Answer
Free-answer Lowest Highest
Dichotomous Average Lowest
Multiple-choice Highest Average
20
Ambiguity of context
Two questions included in one sentence
Too broad questions
If questions are too long this will confuse respondent and affect data accuracy For this
reason researcher should keep questions concise and clear If some words in question are
unfamiliar to the respondent this will also lead to confusion and inability to provide right
information So in case of scientific wording in questionnaire and non-homogeneous
backgrounds of respondents low level of vocabulary should be used Also researcher should
verify whether questions imply only one matter in order not to mislead respondent Questions
that lack specificity should also be avoided Those questions are developed with general
words like ―how often for example
In general researcher must provide alternative question wording pretesting and
verification by observation In alternative question wording first have of sample group may
get options in one order and the second one in reverse order Once questionnaire is ready
pretesting is another good way to decrease ambiguity Only one concern here is to choose
relatively the same group of respondents as it will be in the real research By close
communication with respondent in pretesting step researcher can determine some troubles
misunderstandings arose during this step And last advice is verification by observation
Researcher can (where it is possible) verify answers of respondents by observing their actions
related to questions answered It is not the easy activity so only those questions will be
verified where it is possible to do so (Oppenheim 1992)
110 Sampling procedures in Marketing Research
―Sampling is a selection of small number elements from a larger defined target group of
elements and expecting that the information gathered from the small group will allow
judgments to be made about the larger group The main idea of sampling is that a decision is
based on the assumption that the smaller portion or sample is representative of the larger
population (Hair Bush Ortinau 2006)
There should be a strict order in defining sample for research
21
Chart 1 ―Defining Sample
Sampling procedure starts with defining of population Population is amount of units
(individuals legal entities households) which has one or more similar feature among each
other In order to specify population researcher should answer such questions as what kind of
units (elements of analysis) to be included where they reside or their origin and when
(dimension of units in terms of timeframe) Population should be defined as precisely as
possible At the moment of finalizing population definition investigator decides whether it is
necessary to investigate the whole amount of population (census) or a part of it (sample) The
choice depends on the size of population If the size of population is small census can be an
optimal option otherwise should be created sample
Sample design includes type of sample sampling unit and sample frame Majority of
samples are selected by choice of investigator as non-probabilistic method Where
investigator selects elements of sample in terms of convenience availability and own
judgment Researcher uses table or any other random selective device for the probable
method (Smith Albaum 2005)
Define population
Sample design
Sample size
Estimate costs of sampling
Census vs Sample
Execute sampling process
22
―Sampling unit is the basis of the actual sampling procedure It is that segment of the
population actually chosen by the sampling process The sampling unit may contain one or
more population elements That is these units may be individual elements or aggregates of
individual elements (Smith Albaum 2005)
Sample frame is considered as a list of elements of the population For instance it can be
list of characteristics of elements which are expected to pass the interview or fill out
questionnaire In a perfect case sample frame should determine each population element once
and should not include those elements which are not in the population criteria There several
options below of inaccurate sample framing process
Chart 2 ―Sample Framing Processes
A Incomplete
Sampling frame
B Too Comprehensive
C Combination
Sampling frame Population
Sampling frame Population
Population
23
There is also set of questions to ask during generation of sampling list
Does the list contain everyone in the survey population
Does the list include names of people who are not in the study population
How is the list maintained and updated
Are the same sample units included on the list more than once
Does the list contain other information that can be used to improve the survey
(Dillman 2000)
There are four traditional approaches for the determining sample size
1 Arbitrarily or judgmentally determined
2 Minimum cell size in analysis
3 Based on budget
There are two types of costs in sampling process fixed and variable Fixed costs are those
which are determined and constant Variable costs depend on the volume of study being
conducted The dashed line in the upper graph shows interrelation between costs and sample
design If costs are too high researcher reconsiders sample design or sample size
The last step is actual choice of sample There are two main criteria for this process
sample must be adequate and representative For the sample being representative means that it
reflects overall characteristics of the whole population Adequacy is sought in sufficient
amount of elements selected to provide stable results Also there are two types of sampling
designs probability and non-probability samples Non-probability sampling differs from
probability sampling on the basis that in non-probability sampling the sample elements do
not have a known nonzero chance of being selected for the sample In probability sampling
each element has a known and equal probability of selection This study incorporates
probability design because there are no any predisposed respondents (Smith Albaum 2005)
111 Editing Coding and Descriptive Analysis
―Completed questionnaires or other measurement instruments must be edited coded
entered into a data set for processing by computer and carefully analyzed before their
complete meanings and implications can be understood (Smith Albaum 2005)
24
The main reason for this process is converting data obtained into information which will
provide inferences and answers to research question A certain sequence is needed to perform
successful data analysis In short there should be definition of response categories at first
then editing and coding and at last tabulation All these three steps will be implemented in the
practical part
112 Research Errors
In any research errors will occur so management of errors must apply Errors can arise in
any stage of marketing process from problem formulation to report development It is a goal
of investigator to minimize those errors The value of total error is comprised of sampling
error plus non-sampling error Sampling error (usually called as random sampling error) is the
difference between planned sample and the list of interviewees it is formed Non-sampling
errors are those which are not related to the sample itself Usually non-sampling errors related
to sort of bias as the difference between the true value of that which is being measured and the
average value derived from a number of independent measurements of it There are eight
major types of errors
Population specification ndash difference between required population and population
chosen When researcher chooses inappropriate population for the data collection
Sampling difference between required sample and the one that has been selected
When sample does not represent the population selected by using probability sampling
method
Selection error usually occurs when researcher pick up respondents whom she knows
who is more pleasant in general who is easily reached This tendency deviates real
population selected
Frame error Sample frame is a set of representatives of population who relate to
required sample The frame error occurs when elements which are not in the sample
group are investigated
Nonresponse error occurs when all members of the sample cannot be reached or they
refuse to respond
Surrogate information error occurs when investigator is unable to obtain responses and
replace it with proxy answers leading to surrogate information
25
Measurement error occurs in several stages of research transmittal response analysis
In general researcher represents information that he wants rather the real one
Experimental error When investigator is measuring the influence of independent
variables on dependent one while controlling extraneous variables (Smith Albaum
2005)
2 PRACTICAL PART
21 Marketing Research Process Applied
For this study it has been identified that the problem of current situation in MU is its
inability to attract more international students
Problem Formulation Prospective students do not choose MU for degree obtainment
Research goal To identify ways on how to increase studentslsquo inflow into MU by means of
detecting general preferences of MU customers (prospective students and current students)
Research questions
Based on the study of 7P approach made by Jonathan Ivy one research question arises
1 On what element of marketing mix students relied more when choosing MU ―People
―Physical evidence or ―Processes
From another study made by Hsuan-Fu Ho and Chia-Chi Hung second research question
arises
2 Does the possibility of domestic market employability after graduation plays the key role
for choosing MU
26
Method of Inquiry
As been mentioned in the theoretical part the first step in method of inquiry is observation
and description of a phenomenon or a group of related phenomena This step is known for its
qualitative methods of applicability
Have been studying for almost two years in MU and communicating with dozens of
international students I found several aspects to consider for MU attractiveness improvement
Students who stay longer than a semester differ from those who came just for one semester
under Erasmus exchange program This research deals with the first category of students and
for them it is important to have more frequent university-student correspondence Keeping the
fact that education process in Masaryk university different and complicated in terms of
Information Technology (student information system is very confusing with no English
version of some pages) there should be prepared an orientation seminars on how to effectively
use all university premises and surrounding city facilities It can be easily done with the help
of International Students Club which has excellent image among such clubs in Europe There
is orientation week for students but from the students point of view is more prepared to make
things done (like ISIC card issue register to information system) rather than providing
students with tools on how to achieve what they need to This can easily be done by
information system additional applications of city university map student forums and
discussion groups The information system should be done in more client friendly way with
good English translation of the web pages
This work would not include any hypothesis because of the chosen research design ndash
explorative
Research Methodology
In this will be applied nonexperimental method because of objectivity purposes There is
high risk of mislead and misinterpretation to the respondent which will affect the survey
results
Question number 1 2 3 in the survey (can be found in appendix of this work) was
included for the reason to find additional information from prospective students who intend to
continue their study Question number 11 gives idea on the effective media channel that
students got information from Question number 12 and 13 will help to summarize general
student opinion on MU and find some deviations from the rest of the questions
27
Below are the questions in the survey which relate to research question number 1 ―On what
element of marketing mix students relied more when choosing MU ―People ―Physical
evidence or ―Processes
Question number 4 6 7 was adopted from literature source (Jonathan Ivy 2008) of
theoretical part This question identifies the level of ―Processes element of marketing mix
Question number 5 based on the same literature source was adopted to verify another element
of marketing mix ndash ―People Question 8 uncovers the level of third element ―Physical
evidence Question number 10 encompasses all three elements to double check the main
criteria that students choose or consider MU to study
Below are questions in the survey which relate to research question number 2 ―Does the
possibility of domestic market employability after graduation plays the key role for choosing
MU
Questions number 14 and 15 will help to identify the level of studentslsquo motivation to enter
MU for the reason of higher chance of employability after graduation These questions were
adopted from literature source provided by Hsuan-Fu Ho and Chia-Chi Hung
Question number 9 relates to both research questions because it covers the scale of
significant factors that might affect student to choose MU
Research Design
The study entitled ―Quantitative Marketing Research attempts to accumulate the sequence
of procedures to conduct successful marketing research It has been chosen to use quantitative
research for the reason that study aims to find out the answer of a research questions through
numerical evidence This method enables researcher to gather existing information and data
regarding interrelationship between low rate of students registration to MU The study will
help to answer on two research questions posed in this work
Selection of data collection techniques
The study incorporates two techniques of data collection secondary and primary
collection Secondary information reveals current situation of HE marketing worldwide and
primary information helps to find the match up for solution of MU problem and secondary
information findings
28
Sample design
Researcher uses probability sample design with quantity of respondents equal to 26
Data collection
For study purposes data will be collected by giving out questionnaires to current and
prospective students who study or intend to study in English in MU Hard copy questionnaires
will be collected after respondents finish answering them Total collected questionnaires
amount to 26
Research errors
Population Specification error is mastered by questioning potential respondent whether
shehe studies in English Sampling difference researcher will overcome by keeping the
highest level of variety of respondents (by country of origin) Selection error is out of the
matter because researcher is not introduced to the majority of students studying in English
Nonresponse error may occur for the further purposes of the research respondents would be
asked the reasons for rejecting to fill out questionnaire The same procedure is for the
surrogate information ndash if researcher will not be able to get answers from respondents they
will be asked about the reason of rejection
22 Analysis and interpretation of data
Secondary and Primary data is analyzed and interpreted in section 23 and 24 below
23 Secondary data
Marketing communication of universities
As has been mentioned previously in this work the best option to collect relevant primary
data is to rely first on secondary information and then delve down in certain aspects by
collecting primary information In this item it will be explained what has been done in
marketing communication of universities around the world This part will also cover the
question of what communication strategies and tools the international universities use to
attract their students
29
From the first finding to start universities all over the world practicing advertising
campaigns with such words as ―Internationally renowned Award winning Prestigious
Proud history Career oriented etc But not all the time these sparkling words are real truth
―Does it actually matter whether a university has ―tradition if its current practice is poor
Does it matter if a university is ―internationally renowned if the particular course that is
being considered is known to be badly operated by local standards Does it really matter if a
university has ―a proud history if the present isnlsquot very good (Dr DJ Toncich2008)
Australian professor Dr DJ Toncich in 2008 published a book ―Study and Learning in
the Australian University System where he clearly stated various forms of
Marketing in universities of Australia ―The most common example of universities selling the
sizzle rather than the sausage appears in areas such as science engineering and architecture
where potential students are bombarded with glamorous images of spacecraft sky-scraper
buildings nuclear reactors and so on There are different ways how universities attract their
students There is a table provided by Dr DJ Toncich which explains the ways on how to
promote different parts of university image
Table 2 ―Ways on how to promote elements of university image
30
A ―Tool is a part of company (university in this case) image which should be promoted
And ―Vehicle is the way part of the image can be promoted ―Some key points to note are
that the mass media outlets (newspaper television and radio) having the broadest audience
are generally reserved for ―big picture marketing including the universitylsquos brand and
confidencereinforcement strategies Self-evidently promoting to the broadest audience is the
most costly way of getting a message out so the message needs to be simple and clear The
more specialized the audience however the more detailed the information ndash for example
university course guides and handbooks have the most specific audience and subsequently
the highest level of information density In these vehicles there is generally less content
related to the big picture issues of confidence and brand (Dr DJ Toncich 2008)
Nguyen amp Le Blanc (2001) focused on the image and reputation of the institution and
referred to the crucial role these factors played in the development of market positioning ndash
they drew on the well established concepts and theories in business sector marketing for their
study Bonsardi amp Ekwulugo (2003) who claimed that ―a centrally important principle of
marketing is that all marketing activities should be geared towards the customer also relied
on the literature used in business sector marketing and applied it to the context of higher
education
Branding is important for university to stand out in the market In ―ConnectEd
Symposium for the marketing of Higher Education (Chicago November 2011) Rich Lyons
(Dean Haas School of Business University of California Berkley) argued that
―What passes for branding in higher education is often nothing more than a catchy slogan
and logo Branding projects in universities sometimes evoke hostility indifference or bothmdash
or raise the question of why a good school would need to be so concerned about its image that
it would resort to ―corporate measures But when branding reaches deep to magnify a
schoollsquos differentiation and its core essence the result can be a powerful boost on multiple
dimensionsmdashstudent recruitment alumni interest fund raising media interest and so on And
it can resonate with key audiences emotionally to align what the school does with their
passion to change the world Dean Rich Lyons has led the Haas School of Business at UC
Berkeley in branding the school based on codifying its distinctive culture driving that culture
through its business processes and reforming its curriculum to produce a particular type of
leadermdasha path-bending leader The process is lengthy difficult and risks are high Learn why
the rewards of an authentic brand are worth the effort
31
According to this speech strong brand is coming from the culture of interaction among
students and all university staff Mainly students and professors should clearly understand
what matters mostly attracted them in chosen university (values believes attitudes etc should
match up with student`s)
Another aspect for university marketing start up procedure is reposition communications
as a strategic function in a more proactive attitude This matter has been covered by Dr Mark
Putnam President Central College IA in his article ―Do you drive the agenda or go along for
the ride In this article author ―sought to change the view of the marketing and
communications team from customer service providers to strategists He set a good example
with presidential blog using it to elevate the level of discourse at Central Putnam has a track
record for this kind of change management As senior vice president at Northeastern
University (Boston) he worked with the communications team to educate the university about
the strategic role of marketing and branding He comes by this perspective naturally (Dr
Mark Putnam 2011)
To improve university technical tools in attracting students mobile marketing is a great
way ―Mobile marketing brings challenges and opportunities to higher education when scarce
resources limit the ability to add new technologies and techniques to communication plans
We examine the mobile marketing landscape in search of whats most relevant to higher
education today with special attention to student recruitment and brand strength Areas
covered include site design for best task completion writing right for mobile sites monitoring
web analytics and integrating with traditional and social media websites (Bob Johnson
2011)
Another technical tool is digital video clips ―Video in its many forms is becoming a
major factor in our collective lives (80 million hours of video loaded to YouTube every
minute for example) As digital storytelling it is also being used in a variety of ways to build
brand equity with internal and external audiences Outcomes will be a better awareness of the
current trends in using video as a brand building tool and a field guide for teaching others
within the organization to make powerful digital stories Im currently using the workshop at
the UW to train students who will study abroad to make and distribute good quality video
about their experiences (Harry Hayward 2011) In case of brand building using video
assistance viral marketing campaign might work And the last idea which will increase
university profit is web site analytics ―The website is not only a conduit for most of your
marketing efforts todaymdashitlsquos also an incredible tool for measurement and marketing analysis
32
With web analytics you can better quantify the impact of your marketing campaigns improve
the effectiveness of your website segment visitors for micro-marketing efforts and generate
valuable marketing intelligence (Bruce Snyder 2011)
Marketing is the process of customer identification (needs views preferences financial
possibility to buy certain product) This task will be done through primary information
analysis Another task in marketing is development of ―analytics-driven approach to help to
reach a targeted student through search engines mobile smartphones text messaging email
newsletters and social media (Higher Education Marketing Company) This company has a
straight and logic view on marketing process in university which provides a wide scope of
services Google Analytics Search Engine Optimization Pay Per Click Marketing Social
Media Marketing Google Maps amp Local Search Web Design amp Development Mobile
Marketing Short Message Service (SMS) Another very effective tool is SEO (search engine
optimization) which allows embedding into the company website option for the most
important (most likely needed) words phrases while creating company web pages This set of
words with high possibility that potential customer will dial up will give opportunity for the
company website to pop up in the top list of the search engine (Google chrome yahoo etc)
Under research problem ndash low enrollment of students the researcher should look for the
findings of other studies relevant to this study problem The questions to start with are ―What
factors in university marketing practices are missing to achieve constant enrollment growth
―Is there any interrelationship of those factors and university attractiveness growth
One of the studies has been conducted among students registered state subsidized
universities in South Africa The purpose of this paper was to present a new marketing mix
based on MBA studentslsquo attitudes and opinions towards the marketing initiatives of business
schools in South Africa The findings of this study revealed showed seven quite distinct
underlying factors in the marketing activities of these business schools some covering the
same elements of the traditional marketing mix people promotion and price There were
however four different elements programme prominence prospectus and premiums ―The
marketing mix is a set of controllable marketing tools that an institution uses to produce the
response it wants from its various target markets It consists of everything that the university
can do to influence the demand for the services that its offers Tangible products have
traditionally used a 4Ps model the services sector on the other hand uses a 7P approach in
order to satisfy the needs of the service providerlsquos customers product price place
promotion people physical facilities and processes The product is what is being sold It is
33
more than a simple set of tangible features it is a complex bundle of benefits that satisfy
customer needs The price element of the services marketing mix is dominated by what is
being charged for the degree or tuition fees that are required to enroll at the university Place
is the distribution method that the university adopts to provide the tuition to its market in a
manner that meets if not exceeds student expectations Promotion encompasses all the tools
that universities can use to provide the market with information on its offerings advertising
publicity public relations and sales promotional efforts (Jonathan Ivy 2008) This traditional
model encompasses tools which deal with tangible products In case of university it provides
intangible product which needs more tools for promotion Fifth tool is people who are
considered as a staff in university (academic administrative and support staff) To have a
prominent image university should have teaching staff reputations PhD holders Professorial
title holders Also administrative staff can also play an important role to attain prospective
students by simply providing professional phone call inquiry
The newest addition to the marketing mix is physical evidence and processes Physical
evidence is attributed to internal and external appearance of the entity (from teaching
materials to facade of the building and lecture rooms) ―Processes are all the administrative
and bureaucratic functions of the university from the handling of enquiries to registration
from course evaluation to examinations from result dissemination to graduation to name but
a few During the period that the student is registered processes need to be set in motion to
ensure that the student registers for the correct courses has marks or grades correctly
calculated and entered against the studentlsquos name and is ultimately awarded the correct
qualification While this might seem quite straight forward there are numerous other
processes that need to be implemented concurrently (with the finance system
accommodation time tabling and the library) to ensure the highest level of student
satisfaction The findings of this research suggest that the traditional 4- 5- and indeed 7P
marketing services marketing mix may not be the best way to approach the marketing of
MBA programs in South Africa Using principal components factor analysis on 25 commonly
used marketing tools indicates that four new distinctive and independent elements exist along
with three elements from the traditional marketing mix (Jonathan Ivy 2008) The most
important element from the marketing mix was ―program element (the range of electives in
the degree choice of majors) The second was ―prominence of the degree (academic staff
reputations position on league tables or MBA reviews in the popular press) The traditional
promotions element of the marketing mix was split into two areas standard mass media
34
advertising and hard copy promotional materials such as the university prospectus and direct
mail posted to prospective students called ―prospectus in the MBA marketing mix The
price element is dominated by flexible payment of tuition fees which means that students are
price sensitive and looking for payment flexibility The people element has had a small
modification with face-to-face teaching being included along with personal contact with
graduates and open day attendance The final element of the new marketing mix is called
premiums This is a diverse element of the mix which included accommodation the number
of modules in the degree student exchange programmes university computer facilities and
class sizes While this element was considered the least important of the marketing tools not
offering some of these items could seriously damage the recruitment prospects of a business
school Indeed some items would be considered a standard offering of a university and
expected by a student without further consideration or evaluation (Jonathan Ivy 2008)
So from this study researcher may answer on the posed questions before There is indeed
some other factors out of the standard marketing mix which in this case (higher education
marketing) play a key role In order to finally apply those factors into the practical
implementation researcher should check whether all of those factors remain important for
MU For this purpose primary data should be collected by creating questionnaire which
includes new marketing mix tools
Another study conducted in the realm of marketing communications in Taiwan includes
other findings The purpose of this study was to examine how a graduate institute at National
Chiayi University (NCYU) by using a model that integrates analytic hierarchy process
cluster analysis and correspondence analysis can develop effective marketing strategies
This research revealed that even though universities and colleges in Taiwan have
increasingly realized the importance of having sound marketing strategies to stay competitive
they have concentrated their marketing strategies on promotion ndash advertising tuition
reduction scholarships etc This trend has often obscured the fact that marketing should be
based on customer needs with better efforts made to fulfill these needs Although market
segmentation and positioning enable marketers and institutional planners in higher education
to understand customer needs and to visualize institutional advantages in relation to their
competitorslsquo positions these are relatively new endeavors in educational marketing in
Taiwan
The results display that the five most important factors for studentslsquo school selection
were employability curriculum academic reputation faculty and research environment
35
Students perceived NCYU to be strongly associated with lower tuition fewer entrance-exam
subjects lower entrance-exam pass rates and easier graduation requirements (Hsuan-Fu Ho
Chia-Chi Hung 2008)
In order to verify whether such criteria are also indisputable preconditions for choosing
MU as a potential tertiary institution they should be included into the study questionnaire
As we can see that in secondary information there are many ways on how to improve
university standing and how to reach a customer But this information does not give us the
picture of Masaryk University customer why she chose MU what were the preferences to
choose it where she first time got to know about it and etc That is why for this part ndash to get
the picture of MU customer from primary data collection and then apply appropriate tools that
have been mentioned before would be a good combination for a successful marketing
campaign
24 Primary data
For the purpose of this study ndash increase MU attractiveness primary data has been
collected Researcher developed questionnaire which consists of 15 questions and randomly
gave out to international students The main goal of this questionnaire is to answer two
research questions set by researcher
1 On what element of marketing mix students relied more when choosing MU ―People
―Physical evidence or ―Processes
2 Does the possibility of domestic market employability after graduation plays the key role
for choosing MU
These two research questions will help to get a clue on how specifically to improve
attractiveness of MU
Data is analyzed by using excel Microsoft office application with support of various graphs
and tables It has been calculated that majority of respondents are current students in MU
which gives more in depth data describing university attractiveness
36
Graph 1 ―Identification of students` status
It is 62 of respondents stated that they are currently study in MU This will bring more in
depth data from the survey
Specializations have wider split up with two major elements Informatics and Medicine
amount to 32 and 27 accordingly Unfortunately there are no any students from sport
faculty As it has been mentioned respondents were chosen randomly so it can be obvious
that there is big amount of students studying or intend to study medicine and informatics
Graph 2 ―Identification variability of specializations
37
Country of origin table shows that students from Slovakia have majority Probably
because of country and national closeness to Czech Republic The second biggest majority is
students from United Kindom after them students from Russia and Hungary
Graph 3 ―Country of origin split up
Question number 4 relates to first research question (On what element of marketing mix
students relied more when choosing MU ―People ―Physical evidence or ―Processes)
which specifies the level of ―Process element in MU In general the level of handling phone
callemail is acceptable with 14 respondents answered as completely sufficient or completely
sufficient with additional information This shows that majority of students are satisfied with
first impression of contacting MU
38
Chart 3 ―Level of handling callemail inquiry
Question number 5 explains another element in first research question which is ―People It
is evident that for majority of students academic experience is the most important to know
about professors professionalism But it is also a big quantity of those who did not analyze
any information Five students responded that work experience in business sphere is a key
criteria to choose MU
Chart 4 ―Criteria for identifying professionalism of university teaching staff
The ―Process element is evaluated in question number six which explains the level of
administrative and bureaucratic functions in MU on the matter of convenience and usage
Number of courses
teachers offer
Quantity of
publication of
teachers
Work experience
in business sphere Academic
Experience Professional
title in
business
I didn`t analyze
any information
about academic
staff in MU
39
Chart 5 ―Convenience
On the chart it is shown that students rate these functions as convenient with only several
students who perceive it as rather inconvenient On the ―Usage chart it has also positive
trend representing that MU administrative and bureaucratic process is highly useful
Chart 6 ―Usage
Question number seven explains third element ―Physical evidence In graph below it is
obvious that majority of students do not check this element while choosing MU
40
Graph 4 ―Identification of processes element
69 replied negatively and 31 positively which means that this factor does not play a
key role in selecting university Majority of students rate MU facilities as comfortable It is
shown in the table below that eleven students rate facilities as good
Chart 7 ―Identification of physical evidence element
Question number nine encompasses several criteria which were taken from two elements of
marketing mix ―People and ―Physical evidence and some were not from this marketing
mix like ―ability to get employment in home country ―worldwide acceptable diploma
These two factors were taken from the second research question ―Does the possibility of
41
domestic market employability after graduation plays the key role for choosing MU Results
showed that students highly value ―ability to get employment in home country (16
respondents gave highest score) Also highly rated MU diploma as worldwide acceptable (15
respondents gave the highest score) Also for respondents it is important (with lower grading
score ndash ―4) ―Strong academic staff and ―Excellent laboratory facilities
Chart 8 ―MU criteria
Question number 10 includes set of common services that university provides to students
This question helps to understand what services MU provides sufficiently to students Results
showed that sufficient services that MU provides are almost all which have been mentioned in
the options list Only ―Small class sizes do not meet big majority expectations
a Ability to get
employment in home
country
b Strong
academic staff
d Library
facilities
c Excellent
laboratory
facilities
e Worldwide
acceptable diploma
42
Chart 9 ―MU services
Interesting results gave to the researcher questions number 11 which shows that mostly
students got to know about MU from internet search engines and from relativeslsquo advice
Graph 5 ―Media channel of MU
Question number 12 and 13 give overall satisfaction level with MU Question number 12
has been adopted from theoretical part which asks whether student is ready to enter university
again if heshe would have the same opportunity Question number 13 is double-checking this
statement Results are showing that majority of respondents would enter MU again and they
are satisfied with overall MU educational service
Reasonable
accommodation
Exchange
programs
Number of
modules
Small class
sizes
Internship
possibility
Research
environment Faculty
43
Graph 6 ―Choosing MU
Graph 7 ―General satisfaction of MU
Although researcher might observe big quantity of students who are relactant to answer
Graph derived from question 12 shows that half of respondents do not have such a strong
feeling to reenter MU The same situation is in general satisfaction of MU where 38
remained neutral
The last two questions deal with second research question And here results are varied
Graph 8 derived from question 14 depicts that MU degree is not that helpful for getting the
job back in home country Only 23 answered that degree surely will help to get a high paid
44
position 38 replied as ―probably yes 35 answered as ―not sure and 4 answered
―probably not So around 61 of respondents feel positive about successful employment
back home the rest are not that confident
Graph 8 ―Employability element
Graph 9 ―Employability element second question
If respondents replied positively on 14th
question then they were asked to state the reason
for this As it can be seen above high standard European education is playing a key role for
successful employment Also the rest of options have high scores too
45
RESEARCH REPORT
In the purpose of survey it was essential to understand which of three elements in
marketing mix (―People ―Processes and ―Physical evidence) students rely more and
therefore less while choosing MU According to study made in South Africa by Jonathan Ivy
there are seven elements in marketing mix which all equally important for improving
company attractiveness in service business Researcher of this study picked three out of
seven because they more closely respond to actual service oriented company The rest four
elements (product price promotion place) were existing before as traditional marketing mix
for all types of businesses So the element ―Processes uncovers with questions number 4 and
6 From the graphs it is obvious that students are satisfied with this marketing mix This gives
university strong point in attracting students Call email handling Information system
functionality and other bureaucratic functions work sufficiently well 22 students rated
callemail handling as positive Usage and convenience of different MU functional processes
are also positively appreciated with 13 students for convenience and 15 for usefulness From
this data it can be clearly stated that students do rely on effective functions of MU
Element ―People is identified in questions 5 9 and 10 Question 5 gives information that
students do not mainly rely on ―People element while choosing MU 9 students did not
analyze any information about professionalism of university teaching staff Meanwhile the
main factor on what students pay attention is academic experience of teachers But answers
for the questions 9 and 10 gives a tendency that students do rate criteria ―Professionalism of
teachers high but actually they give lower score for this actual criteria in question number
10 In question number 5 students chose different aspects of professionalism of teachers as a
criteria to enter MU Total score for professionalism aspects is 4+4+5+10+4=27 Also in
question number 9 criteria ―strong academic staff accumulates 17 points (it is taken only 4
and 5 levels of importance) But in question number 10 only students give only ten points for
―faculty as a sufficient service provided by MU It can be assumed that students had higher
expectation before entering into university that they have got
Element ―Physical evidence is seen as not important for respondents Graph for question
number 7 shows that 69 of students did not check elements of ―Physical evidence Also
majority of students rate university facilities as ―Good with opportunity to select ―Excellent
46
status (in question number 8) On the other hand students rate university accommodation and
research environment as high enough (question number 10) It can be concluded that during
the process of choosing university students do not rely heavily on ―Physical evidence But
they did get reasonable service in ―Physical evidence while studying in MU
Second research question states ―Does the possibility of domestic market employability
after graduation plays the key role for choosing MU After analysis of relevant graphs and
tables it became clear that this factor (possibility to get employed) is very important for
students So question number 9 gets the highest score (16) for criteria in choosing MU ndash
―ability to get employment in home country and also high score for ―worldwide acceptable
diploma Even though students rate possibility to get employed as the highest criteria to
enter MU 39 of students are not sure or don not think they will obtain high paid job back
home Here is the point to work for MU administration Students rely on high standard
European education and English language education as a key criterion for being confident in
getting well paid job (question number 15)
The data analysis process constitutes the following
1 MU has convenient and useful bureaucratic functions which are considered as a strong
point in delivering knowledge without obstacles It is difficult to identify the level of
―processes in organization but some points can be highlighted in promotion materials It can
be description of functionality of Information System or description of easy courses
registration
2 Element ―People has deviation in what is expected and what is delivered Students
have a bit higher expectations on the level of teaching staff experience and competence It is
recommended to do a deeper research on the reasons for this deviation But for now it can be
decided to arrange seminars or trainings for teacher to improve their marketing knowledge
and explain commercial tendency in market of high education
3 University ―Physical evidence is has strong rate of sufficiency The only problem that
students do not feel need to pay attention on this element Here MU administration should put
accent on Including pictures of libraries with free Wi-fi canteens computer labs which have
good and pleasant conditions
4 The most important criteria for students to choose MU is high possibility to get
employed at home But this perspective lacks consistency because there is significant amount
of students who remain uncertain in the future employability This gap can be solved by
successful decision making of three elements above ―People ―Processes and ―Physical
47
evidence But it is recommended to conduct further survey questioning the reasons of
students` uncertainty in future employability Maybe the reason is not related to some weak
points in marketing mix but the problem in home countries itself (political instability
nepotism etc)
To sum up the general situation in four factors mentioned above ―processes should be
promoted to international students as a smooth tool in obtaining degree ―people should go
through training on how to deliver lecture in contemporary commercial world of high
education market ―physical evidence should be mentioned in promotion of MU ―student
employability will be interrelated with ―people plus MU has to install closer relationship
with international companies (internships provision seminars with company representatives
professional lectures from leading companies etc)
Secondary information has also a great help in increasing university attractiveness
Viral marketing can be applied to MU because question number 11 shows that internet search
engine is a key tool how students found about MU There is a video of experience Brno life
among Erasmus Students which can be remade as a good promotion video of student life on
campus For Masaryk University very effective tool will be Google Analytics giving a wide
scope of techniques on how to track differentiate and analyze visitors ―Google Analytics is
the enterprise-class web analytics solution that gives rich insights into the website traffic and
marketing effectiveness Powerful flexible and easy-to-use features now give opportunity to
see and analyze your traffic data in an entirely new way With Google Analytics it is easier to
write better-targeted ads strengthen marketing initiatives and create higher converting
websites (Google Analytics website)
In general MU marketing politics should involve techniques mentioned by Jarvis J in his
book ―What Would Google Do Companies must learn that they are better off when they
cede control to their customers Give us control we will use it and you will win
Also it is important to read blogs There are search engines for blogs like Technorati
Icerocket Google Bloglines Pub-sub where MU marketing officials can search for MU
discussion groups or some topics
MU officials should constantly maintain ―conversation with current students It is a good
idea to start communication with those bloggers who care enough to talk about MU products
and service and brand The least MU officials can do is engage them and join the
conversation Even further step can be done Ask consumers what they think MU
48
administration should do MU will end up with better products and do a better job selling
them to more satisfied customers who can even help each other if MU officials let them
Next it will be effective to start university blog where students openly and forthrightly
share the problems and the solutions as they occur There is no reason why a university dean
should not open a direct conversation with the public That will do more to change the
culturemdashto finally make it customer-focused and mean itmdashthan a dozen consultants a
hundred off- sites or a million ad impressions
During of development process of some programs or anything in university it is better to
involve students in this process also
The last but not the least is links on the website of MU There are three links on the ESF
faculty One of them is ―Review of economic perspectives ―call for papers and Citi Bank
banner There should be more links to Headhunters conferences industry associations
current job opportunities etc This gives website alive image and helpful time spending
49
CONCLUSION
This study has been conducted in favor of future Masaryk University prosperity in the
current commercial world Researcher had a strong motivation to give helpful secondary and
primary information which will foster university educational process in the frames of
contemporary world
Of course any research comes up with further recommendations to analyze questionable
matters in results obtained Researcher believes that this work is just another step to constant
need of self-improvement
Researcher advices to put more accent on IT support to promote university image and
therefore increate its attractiveness (Harry Hayward 2011) mentioned that 80 million hours
of video loaded to YouTube every minute So there is high potential for promotion Viral
video of MU will hit several aspects of university improvement brand product suite
differentiation lifestyle according to Dr DJToncich Apart of that it is recommended to
build system of values believes and attitudes among students and university staff and
promote this in the future According to Dr Mark Putman it is essential nowadays to educate
university staff about strategic role of marketing and branding Website analytics would be
useful for measurement and marketing analysis Search optimization engine is another tool on
how to maintain university webpage in the top 10 results in Google chrome or other web
search engines On YouTube there is option to post advertisement of a company only in the
videos which are related to the sphere of products or services company offer So MU might
sign a contract of including its advertisement on videos which has key words as ―education
―high ―in English etc
According to primary data obtained it is obvious that several aspects in MU marketing
mix do not match high criteria among students Once one factor ―People would be solved
through trainings and constant updating knowledge of personnel another interrelated problem
will be offset ndash ―Employability But there is no any research done on interdependence of
these two factors so for further analysis of situation another research should be taken The
main purpose of this research would be identification of cause and effect linkages between
50
―People ―Employability and other factors which influence studentslsquo ability to get high paid
job back home And there are a lot of those factors starting from political situation in the
country to the level of corruption and nepotism
MU has potential to improve its educational process as we do the students because we are
the main customers for our university But one thing should not be forgotten and it is
companies which have strong notion about reality in one or another specialization That is
why my last advice for Masaryk University is to appeal as a liaison entity between students
and companies
51
REFERENCES
Barabba Vincent P Zaltman Gerald 1991 ―Hearing the Voice of the Market Competitive
Advantage Through Creative Use of Market Information Chapter 5
Conway Tony Stephen Mackay David Yorke (1994) Strategic Planning in Higher
Education Who Are the Customers International Journal of Educational Management
Vol 8 Iss 6 pp29 ndash 36
Cooper Donald R Schindler Pamela S 2003 ―Business research methods 8th ed
Dillman Don A 2000 ―Mail and Internet Surveys The Tailored Design Method 2nd
Edition New York
Dekeba Alemayehu 2003 ―Basic of Marketing Research Methods
URL httpwwwglobuszcomebooksMarketingResearchindexhtm
Hemsley-Brown JV and Oplatka I2006 Universities in a competitive global marketplace
a systematic review of the literature on higher education marketinglsquo International Journal
of Public Sector Management Vol 19 No 4 pp 316-338
Harry Hayward ―The power of digital storytelling 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Hair Joseph F - Bush Robert P - Ortinau David J ―Marketing research within a changing
information environment 3rd ed2006
Hsuan-Fu Ho Chia-Chi Hung Marketing mix formulation for higher education An
integrated analysis employing analytic hierarchy process cluster analysis and
correspondence analysis International Journal of Educational Management Vol 2 Iss
4 2008
Jarowski Ajay K Kohli and Arvind Sahay 2000 ―Market ndash Driven Versus Driving
Markets Journal of the Academy of Marketing Science 45-54
Johnson Bob ―Mobile marketing in higher education getting ready for 1012 and beyond
2011
URLhttpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Jarvis J ―What Would Google Do Adobe Acrobat eBook Reader 2008
52
Jonathan Ivy A new higher education marketing mix the 7Ps for MBA marketing
International Journal of Educational Management Vol 22 Iss 4 2008
Kotler Philip Fox Karen FA 1985 Strategic Marketing for Educational Institutions
Mora Michaela ―What Is Statistical Significance 2011
URL httprelevantinsightscomtagsample-size
Nha Nguyen Gaston LeBlanc 2001 Image and Reputation of Higher Education Institutions
in Studentslsquo Retention Decisions International Journal of Educational Management
Vol 15 Iss 6
URL httpwwwemeraldinsightcomjournalshtmarticleid=838798amp
Oppenheim ldquoQuestionnaire Design Interviewing and Attitude Measurementrdquo 1992
Oud Jacqueline 2004 ―Market research versus marketing research
Pimpa Nattavud 2003 ―Internationalization and trade in higher education opportunities and
challenges
Putnam Mark ―Do you drive the agenda or go along for the ride 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Rakhee Vyas Anne L Souchon 2003 Symbolic Use of Export Information A
Multidisciplinary Approach to Conceptual Development and Key Consequences
International Marketing Review Vol 20 Iss 1 pp67 ndash 94
URL httpwwwemeraldinsightcomjournalshtmarticleid=855530
Rich Lyons ―Authentic branding how creating a school brand with culture and curriculum
just might help save us 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Robert S Michael ―Inquiry amp Scientific Method 2002
URL httpwwwindianaedu~educy520sec5982week_1inquiry_sci_method02pdf
Rodriguez G ―5 Questions to Help You Understand Your Customer 2004
URL httpwwwpowerhomebizcomvol146customerhtm
Sekaran Uma Bougie Johan Roger Gisbert2009 ―Research Methods for Business a Skill
Building Approach 5th ed
Singleton Royce A Jr and Bruce C Straits 1999 Approaches to Social Research (3rd
Edition) New York Oxford University Press
Smith Scott M Albaum Gerald S 2005 ―Fundamentals of Marketing Research
Snyder Bruce ―Maximizing the power of web analytics 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Toncich ―Study and Learning in the Australian University System
53
URL httpwwwdoctorteenetfilesunibook04_ppdf
WEBSITES
Experiment-Resourcescom ―Comparing Quantitative and Qualitative Research 2009
URL wwwexperiment-resourcescomquantitative-and-qualitative-researchhtml
Higher Education Marketing Company Canada
URL httpwwwhigher-education-marketingcomcontact
Google Analytics website
URL httpwwwgooglecomintlenanalytics
54
Appendix A Questionnaire
Dear respondent this questionnaire is created in terms of Master`s degree diploma thesis The main goal of
this survey is to improve Masaryk University attractiveness by deriving the reasons for choosing Masaryk
University in obtaining a degree The answers will be kept as confidential and would not be used in any
other purposes other than for this research If you would have any questions regarding the results of this
survey please contact me
Ilya Shaiderov (380502mailmunicz)
Thank you for your cooperation
1 Are you a current or prospective student ____________________
2 What specialization you are obtaining or intend to obtain in MU ____________________
3 Please specify your country of origin ____________________
4 Please rate the level of handling your first phone callemail inquiry by MU staff (only if it is
applicable to your case)
1 2 3 4 5
5 While considering MU as an option to study what criteria did (do) you analyze to check
professionalism of university teaching staff (you may choose several options)
a Number of courses teachers offer
b Quantity of publication of teachers
c Work experience in business sphere
d Academic Experience
e Professional title in business
f I didn`t analyze any information about academic staff in MU
No response
Insufficient response
Sufficient enough
Completely sufficient with additional information
Completely sufficient
55
6 (Only for current students) Could you characterize the process of courses registration usage of IS
system and other administrative and bureaucratic functions of university (please choose one in each
scale)
Convenience
1 2 3 4 5
Usage
1 2 3 4 5
7 (For both current and prospective students) While choosing MU did (do) you check quantity of
books in university library accessibility of electronic databases new editions of study materials
overall quality of library
Yes
No
8 (Only for current students) Please rate MU facilities (buildings classrooms computer labs etc) on
the matter of ―comfortability
1 2 3 4 5
Excellent Good Sufficient Not enough Bad
Completely Convenient
Rather Convenient
Convenient Rather Inconvenient
Completely Inconvenient
Completely Useful
Rather Useful
Useful Rather Useless
Completely Useless
56
9 (For both current and prospective students) How do you rate the following factors as criteria for
choosing MU (1- least important 5 ndash most important)
a Ability to get employment in home country
b Strong academic staff
c Excellent laboratory facilities
d Library facilities
e Worldwide acceptable diploma
10 Please choose (mark ―V) services that MU sufficiently provides to you as a student (in case you
are prospective student - should be provided)
___ Reasonable accommodation (covered by student)
___ The number of modules in the degree and big variety of elective courses
___ Student exchange programs
___ Research environment (sufficient up to date study materials computer labs laboratories etc)
___ Small class sizes
___ Internship possibility
___ Faculty (profound selection of PhD and profession specialists)
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
r
t
3
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
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57
11 From what source you first found out about Masaryk University
a Website search engine
b Advice of friends parents etc
c TV
d Newspaper please specify____________
e Journals please specify____________
f Billboards
g Website banners please specify website_______________
h Other source__________________________
12 (Only for current students) If you had do it over again would you still choose MU If not please
specify why
a Yes
b Not sure
c Probably would
d Probably would not (please specify why)
__________________________________________________________________________________
__________________________________________________________________________________
________________________________________________________________
13 (Only for current students) Please describe your level of general satisfaction with university
a Not satisfied at all
b Neutral
c Satisfied
d Very satisfied
58
14 (For both current and prospective students) Do you think MU degree will help you to get above
average salary in your home country
a No b Probably not c Not sure d Probably yes c Yes
15 If you think that MU degree helps to get well paid job in your home country what might be
reasons for that (more than one reason can be selected)
a High standard European education d Possibility to pass internship in Europe
b Degree specialization choice e Other_________________________
c Education in English language
1
INTRODUCTION
―The elements of globalization in higher education (HE) are widespread and
multifaceted and the HE market is now well established as a global phenomenon especially
in the major-English speaking nations Canada the US Australia and the UK In the context
of increasing competition for home-based and overseas students higher educational
institutions now recognize that they need to market themselves in a climate of international
competition (Hemsley-Brown JV and Oplatka I2006)
The main idea of this research is to analyze secondary information about HE marketing
around the world to detect potential solutions to MU (Masaryk University) problem
(attraction of international students) After this set of potential solutions will be developed
there will be next step ndash verification on the extent of those solutions match with real MU
situation To get this verification researcher should proceed to obtain primary data including
questions that will prove or disprove world practices in HE marketing solutions The final
result of this procedure will be mix of proved MU problems which exist in world practices
(solutions will be applied according to secondary data) and problems which inherent only in
MU university (in this case researcher should propose potential solutions which will improve
current situation)
In order to increase accuracy of primary data collection common research errors will be
taken into consideration and verified according to proposed procedures Errors are briefly
mentioned in the practical part but the detailed explanation of some of them will take place
only if one of those will arise during the research process
Research goal of this study is to identify ways on how to increase students` inflow into
MU by means of detecting general preferences of MU customers (prospective and current
students) The motivation to reach this goal is coming from the secondary information
gathered Despite the fact that HE marketing is a new stream in marketing itself there are
many tools on how to increase studentslsquo enrollment University potential to increase
international studentslsquo inflow derives from university image reputation branding mobile
marketing Google analytics and many more which is explained in secondary information
part Motivation to improve MU HE marketing activities comes from the point that current
students have more possibilities to travel abroad ―It has been estimated that more than 16
2
million students study outside of their home countries with more than 547000 studying in the
United States (Pimpa 2003) So there is a huge potential for universities to attract
international students through marketing campaigns
In this work MU considers as an organization which has a goal to increase quantity of
students enrolled from abroad For this reason any company should understand its customer
(needs threats and opportunities) Usually company has several categories of customers
―Some buy because they find your price to be the lowest some because they find your
services to be outstanding while some purchase from you because of your reputation in the
industry (Rodriguez 2004) Even though there is set of categories of customers the main
feature always exists So this work is devoted to depict the ―main customer for Masaryk
University
For this purpose quantitative marketing research is a tool to solve this Different
categories of customers give criteria to improve sales for a company ―It is important that you
know what customers consider most valuable about your products or services (Rodriguez
2004) That is why quantitative marketing research would bring up those values of the MU
education for further improvement Moreover it will display disadvantages of MU higher
education which after all should be improved to make them as advantages
Results of marketing research have several consequences The first one company gets
closer to its customer and it can promote its products according to customer characteristics in
social class lifestyle marital status and etc The second one company might redesign its
product or service according to specific advices of customers And last one is that a company
can find one more target market which responds to company marketing mix All these items
allow marketing manager to crystallize its target market and give ways to increase sales But
the final destination for a company is to transform from market driven entity to market
driving one
An article published by Jarowski Kohli and Sahay in 2000 year ―Market-Driven
Versus Driving Markets states that in general there are two main strategies to market
orientation ―1) traditional market driven approach based on understanding and reacting to the
preferences of customers and actions of players (customers competitors) within a given
market structure and 2) driving markets by influencing the structure of the market andor the
behavior of market players (customers competitors) in a direction which would enhance the
position of the focal business (Kohli Sahay 2000) They also argued that these two
approaches are complementary because a company can in the beginning use market driven
3
approach to support its sales and generate profit and after shift to more market driving
approach In general it is difficult to state that market driving approach is the future for all
companies which seek success for a long term But there is certainty that if a company keeps
track on current tendencies on the market it might propose some products which would be
highly demanded in the shortest future Vyas and Souchon (2003) argued that experience in
specific markets might lead to intuitive understanding of customers` future needs or wants
that would facilitate a market driving approach focused on said customers` unstated or
unknown needs
Once a company needs to know its customer the only way to do it is to ask a
customer It can be done by means of primary or secondary researches which have several
pros and cons Also primary research has two options quantitative or qualitative marketing
research
LITERATURE REVIEW
The definition of education marketing was created by (Kotler and Fox 1985) in the
following form ―The analysis planning implementation and control of carefully formulated
programs designed to bring about voluntary exchanges of values with a target market to
achieve organizational objectives
The conception of a client in the tertiary education sphere was one of the main topics
in 1990s For example (Conwey 1994) highlights that there are two perspectives of
approaching a university client In the first case the clients are students who are offered study
programs by universities In the second notion the clients are employers and companies to
whom students present the product of the university
Students remain as a main target group for universities and marketing communications
directed to their needs and preferences From this point applicability of traditional marketing
research process takes place Thorough description is given by (Smith and Albaum 2005)
who gave clear and simple path of stages in marketing research process
In the problem formulation stage (Barabba Zaltman 1991) gave strong arguments for
differentiating management problem from a research problem They emphasize on the ability
of researcher to translate management problem into research problem
4
(Robert S Michael 2002) gave the most profound characteristic of scientific method
of inquiry which has been chosen for this study Two stages of his proposed method of
inquiry are not included due to different research design taken for this study ndash explorative
(Cooper Schindler 2003) stated several compelling reasons for sampling They
mentioned two types of sampling one of them has been incorporated into this work ndash
probability sampling
Measurement of variables in this work has been done according to (Hair Bush
Ortinau 2006) by assigning numbers and labels to multiple choice answers in questionnaire
The matters of ambiguity and inaccuracy in research have been covered by (Smith
Albaum 2005) (Hair Bush Ortinau 2006) and (Sekaran Bougie 2009)
Research questions arose from two articles wrote by (Jonathan Ivy 2008) and another
one by (Hsuan-Fu Ho Chia-Chi Hung 2008) (Jonathan Ivy 2008) argued in his article that
there are three more elements in marketing mix when talking about service oriented business
like university Those elements were given names as ―People ―Processes and ―Physical
evidence (Hsuan-Fu Ho Chia-Chi Hung 2008) included another important factor for
university promotion and it is the extent of employability after graduation from university
(Dr DJ Toncich2008) is talking about deviations in university slogans and real
university standing In his article there is also explanation of the ways on how to promote
different parts of university image Along with this (Nguyen and Le Blanc2001) emphasize
on market positioning (Bonardi amp Ekwulugo 2003) claimed customer oriented approach that
university should take into promotion and development educational process
Partially (Harry Hayward 2011) touched the matter of video clips as effective tool to
promote university image With support of (Bruce Snyder 2011) web analytics became
another effective tool of keeping track of different target markets and customer preferences
tendencies
(Jarvis J 2008) emphasize on overall marketing politics which encompass existing
blogs analysis creation of internal and external blogs for sharing ideas problems and
thoughts among students and university staff He also proposes to include useful links in
company website
5
1 THEORETICAL PART
11 Marketing versus Market research
It is essential to differentiate those two terms in order not to be mistaken in research
process In the article ―Market research versus marketing research by Jacqueline Oud
market research provides more general information about the market This research can
answer such questions as country specifications market potential and accessibility overall
customer information (who what where when and how) On the other hand marketing
research has more detailed and deep information about customers and their attitude toward
company products This research can be done through interviews customerslsquo feedbacks after
product trials follow-up of the consumer and its behavior It means that marketing research
can include market research but not vice versa
Usually those two terms are used together because market and marketing research can
interconnect during the process of identifying product positioning So this study is
concentrated mainly on conduction marketing research If from the survey it becomes obvious
that some reasons of MU choice related to university environment (eg country
specifications) it will be made partial market research using secondary data
12 Quantitative versus Qualitative Research
The primary aim of a Qualitative Research is to provide a complete detailed description
of the research topic Quantitative Research on the other hand focuses more in counting and
classifying features and constructing statistical models and figures to explain what is
observed
The researcher serves as the primary data gathering instrument in Qualitative Research
Here the researcher employs various data-gathering strategies depending upon the thrust or
approach of his research Examples of data-gathering strategies used in Qualitative Research
are individual in-depth interviews structured and non-structured interviews focus groups
narratives content or documentary analysis participant observation and archival research
6
On the other hand Quantitative Research makes use of tools such as questionnaires
surveys and other equipment to collect numerical or measurable data
Qualitative Research is primarily subjective in approach as it seeks to understand human
behavior and reasons that govern such behavior Researchers have the tendency to become
subjectively immersed in the subject matter in this type of research method
In Quantitative Research researchers tend to remain objectively separated from the
subject matter This is because Quantitative Research is objective in approach in the sense
that it only seeks precise measurements and analysis of target concepts to answer his inquiry
(Experiment-Resourcescom 2009)
The question remains what method should be used after all This study aims to find out the
answer to an inquiry through numerical evidence so quantitative research is applicable in this
case If in the future researcher would like to explain further why this particular event
happened or why this particular phenomenon is the case then Qualitative Research comes
into practice
13 Marketing Research Process
According to Karole Friedmann (2003) Director of Products and Services for the
marketing services company Market Research Project Management Inc marketing research
project will be effective only if the information it provides leads to better business actions
decisions products or strategies In general marketing research is correlated with decision
support system when company executive decreases the risk of uncertainty by conducting
research Successful marketing research provides options for future actions in company
strategy High quality marketing research is proportional to high quality decision
―Marketing research is the systematic and objective search for and analysis of
information relevant to the identification and solution of any problem in the field of
marketing There are several important points in this definition First marketing research is a
systematic search for and analysis of information Careful planning throughout all stages of
the research is a necessity Researches must start with a clear and concise statement of the
problem to be researched Good research practice requires that the information sought the
methods used to collect the information and the techniques employed to analyze the
information be systematically and carefully laid out in advance (Smith Albaum 2005) Also
7
objectivity of marketing research plays another important role in successful marketing
research This criterion allows omitting escalation of commitment and clearly reflecting
current situation
There are pitfalls during marketing research process The most common ones are pseudo-
research and advocacy surveys Pseudo-research is done simply to come up with desired
results There is no objective and ethical approach Advocacy surveys are developed in such a
way that serves the needed answer Along with these two pitfalls the major one for doing
successful research is escalation of commitment when researcher is unable to consider other
variants of research results All these drawbacks might lead to waste of time and money spent
for research
Marketing research process consists of nine steps
Problem formulation
Method of inquiry
Research method
Research design
Selection of data collection techniques
Sample design
Data collection
Analysis and interpretation of data
Research report (Smith Albaum 2005)
Problem Formulation
―From the researcher`s point of view problem formulation means translating the
management problem into a research problemhellip An accurate problem formulation specifies
the types of information needed to help in solving management problemhellip the quality of
thinking about an issue (ie a problem situation) prior to data collection largely determines
the quality of thinking (ie analysis and problem solving) after the data have been collected
(Barabba Zaltman 1991)
Problem itself contains several components
1) The manager(s)decision maker(s) and his her or their objectives
2) The environment or context of the problem
3) The nature of the problem
8
4) Alternative courses of action
5) A set of consequences that relate to courses of action and to the occurrence of events not
under the control of the manager
6) A state of uncertainty as to which course of action is the best (Smith Albaum 2005)
Objectives have wide scope of variability starting from profit increase to serviceproduct
improvement ―The fewer the objectives of any study the easier it is to keep track of progress
toward the objectiveshellip Objectives vary from jointly agreed-upon corporate objectives to the
individual objectives of each employee (Smith Albaum 2005)
Environment of the problem can be related to the market research because it encompasses
such aspects as level of income and rate of growth in the market degree of competition and
government regulation Upon that it might also consider consumer tastes and preferences
Environment has a wide set of factors so researcher should define those factors which are
relevant to the problem
Method of Inquiry
The next stage in marketing research process is method of inquiry or method of
investigation The most objective and reliable is scientific method This method is effective
during the starting point and during the process of results check The main and most profound
characteristic of this method is objectivity It consists of the steps listed below
1 Observation and description of a phenomenon or a group of related phenomena An
investigator has little of prior information This is the stage when qualitative methods may
provide considerable information about what-is
2 Formulation of a hypothesis to explain the phenomena In educational research the
hypothesis is often a question about the relationship between or among variables that may
influence learning The hypothesis may be one that merely asks whether a relationship exists
(correlation research) or the hypothesis may state a cause-and-effect relationship
3 Predict the existence of other phenomena using the hypothesis or predict the results of new
observations
4 Conduct experimental tests of the predictions by several independent experimenters who
use proper experimental methods (Robert S Michael 2002)
9
Research Method
In addition to method of inquiry researcher should select research method There are two
types of research methods experimental and nonexperimental In former type of method
researcher can intervene into research experiment and control external variables It is vice
versa in nonexperimental method (Smith Albaum 2005)
Research Design
Another step in marketing research process is research design which is considered as
specific methods and procedures to obtain information needed Research design stipulates
what information to collect from what sources and using what procedures The key marker of
successful design is whether information collected relates to research problem along with
objectivity and efficiency There are three classes of designs ndash exploratory descriptive and
causal In exploratory design researcher identifies and formulates problem along with
development of alternative courses of action It is also considered as a first step in a broad
study in order to get sufficient knowledge and narrow down the problem area Sequence in
exploratory studies lead to three steps
Search of secondary information
Interview experts in a given field
Checking similar situations
Descriptive research design is more narrowed in contrast to exploratory one In former
specific research questions are postulated already The research problem is familiar and
specific This research is preplanned and structured Descriptive research covers such areas as
product research promotion research distribution research and pricing research
Causal studies help to predict causes of deriving such hypothesis The key purpose here is to
define relationships of causal factors to the effects of our prediction Researcher might build
a chart depicting several possible factors that brought situation to a current condition If there
is only one factor this would directly have influence on the situation If there is more than one
factors it is time to verify which one of those led to situation change This approach is called
casual relationship If there is only one factor there might be applicable deterministic
causation Another type of causal studies in probabilistic causation which is expanded version
of deterministic causation with more than one variable (Smith Albaum 2005)
In marketing research sources of information vary but serve as a tool to decrease uncertainty
and check hypothesis There are secondary sources respondents natural experiments
10
controlled experiments and simulation Secondary sources are taken from external
organizations which conducted research with similar purposes Usually it is statistical
committees government bodies NGO`s and etc Respondents also serve as a source of
informative and behavioral information Experiment usage might also bring valuable
information Sometimes it is better (high expenses time shortage) to implement simulation to
a certain situation Simulation is considered as a set of techniques for manipulating a model of
some real world process to find numerical solutions useful in the real process being modeled
(Smith Albaum 2005)
Selection of data collection techniques
Information itself is divided into three categories primary secondary and commercial
Secondary information is gathered by passing actual research conduction Primary
information is coming from data collected by investigator and serve as a main answer to
research question Commercial data is collected by marketing agencies and contains primary
and secondary information
It is better to start collecting secondary information first because it is less expensive and it
can offset the need of doing own research Even though if it will not solve the problem
secondary information can clarify the problem in more detail and help to develop advices to
research questions Also help in planning the gathering of primary data and defining the
population and selecting the sample
Secondary Information
Secondary information has two types ndash internal and external Internal information can be
found within the company past researches and report whereas external is outside of the
company Using internal secondary information will shed light on model and size of product
by area kind of account and industry medium amount of sales by area sales volume
percentage share of sales by product model product size etc External secondary information
allows verifying overall size of market characteristics of market features of competitor
products prices and promotion (Smith Albaum 2005)
Primary Information
The major source of marketing research is primary data In the process of gathering this
data researcher deals with respondent Respondent is a person who provides answers to the
11
questionnaire developed by researcher Answers are not the only findings that can be
collected in primary data collection Respondentslsquo behavior is another key aspect to observe
and analyze future choice of consumer
The main advantage of primary data collection is itlsquos up to date information which respond
researcherlsquos main criteria ndash the extent of the obsolescence of collected data That is why
primary data gives more realistic view to the researcher Another advantage is that primary
information can be collected in varied ways from interview to email questionnaire This gives
researcher flexibility in choosing process Cost and time spend to acquire this type of
information varies It can be attributed to the quantity of respondents should be asked their
accessibility in terms of location and etc So it is the researcher who decides whether to
collect primary data or not based on availability of secondary data time and budget of
research
The main disadvantage of primary data collection is incorrect questionnaire design
(questions answer options place of survey and etc) If doing so researcher may mislead
himself in data analysis and come up to a wrong conclusion Time might be another aspect to
consider as disadvantage for collecting primary data There is higher possibility to obtain
statisticalmarket research from some agency already prepared rather than spending time in
collecting surveys analyze them and synthesize to make final conclusion The best option is
of course to attain secondary information about the topic and then based on its outcomes
collect primary information
In this study will only be included quantitative techniques Questions will be included to
derive attitude to contemporary high education among students
Sample Design
It is rare that in marketing research the whole population is analyzed Sample is mainly a
small representative group of people that reflects all potential consumers Sample selection is
derived from consideration of the relevant systematic and variable errors that might occur
during the research process (Smith Albaum 2005) ―There are several compelling reasons
for sampling including (1) lower cost (2) greater accuracy of results (3) greater speed of
data collection and (4) availability of population elements There are two types of sampling
to choose nonprobability and probability sampling Probability sampling is based on the
concept of random selection ndash a controlled procedure that assures that each population
element is given a known nonzero chance of selection In contrast nonprobability sampling is
12
arbitrary and subjective Each member does not have a known nonzero chance of being
included (Cooper Schindler 2003)
Analysis and Interpretation of Data Collected
The first step in processing of data is editing of complete schedulesquestionnaires Editing
is a process of checking to detect and or correct errors and omissions Editing is done at two
stages first at the fieldwork stage and second at office
Field editing
During the stress of interviewing the interviewer cannot always record responses
completely and legibly Therefore after each interview is over he should review the schedule
to complete abbreviated responses rewrite illegible responses and correct omissions
Office editing
All completed schedulesquestionnaires should be thoroughly checked in the office for
Completeness accuracy and uniformity
Coding
Coding means assigning numerals or other symbols to the categories or responses For
each question a coding scheme is designed on the basis of the con med categories The coding
schemes with their assigned symbols together with specific coding instructions may be
assembled in a book After the transcription of data is over data are summarized and arranged
in a compact form for further analysis This process is called tabulation
Tabulation
Thus tabulation is the process of summarizing raw data and displaying them on compact
statistical tables for further analysis It involves counting of the number of cases falling into
each of several categories
Tabulation can be done by hand or by mechanical or electronic devices The choice depends
upon the size and type of study cost considerations time pressures and the availability of
tabulating machines or computers In this project tabulation and statistics will be done by
using Microsoft excel spread sheet (Debeka 2003)
The Research Report
―Results of the research can be described in short or in long reports Short reports are
appropriate when the problem is well defined is of limited scope and has a simple and
straightforward methodology Short reports are about five pages Long reports are of two
13
types Technical report is written for an audience of researchers And management report
written for the nontechnically oriented manager or client (Cooper Schindler 2003) This
paper is considered to be a tool for a managing director (dean) of the university who might
not have research background so the results of the research will be represented as managerial
report
14 The Research Plan
Research plan is needed to organize everything in a way that each stage would clearly
derive from the previous one It is a tool to control and follow up all procedures of research
project It starts off with stating objectives (primary and secondary) then problem analysis
(includes research problems questions hypotheses interconnection between objectives and
problem) Research design is next one It has four subsets (1) research methodology (how the
research will be made) (2) research techniques (methods and procedures for data gathering)
(3) sample design and selection (what is the size of sample is there any subsamples how you
will make sure that it is representative sample How the sample size was determined) The
fourth stage of research plan is proposed analysis (tabulation procedures cross-analysis
tabulations and their reasons type of statistical analysis) (Smith Albaum 2005)
15 Measurement
In marketing research measurement plays a key role Accurate measurement of variables
brings to right results and therefore to right management decisions The main goal of accurate
measurement is to characterize customers` attitude toward a product ―Researchers use the
measurement process by assigning either numbers or labels to (1) people`s thoughts feelings
behaviors and characteristics (2) the features or attributes of objects (3) the aspects of ideas
or (4) any type of phenomenon or event using specific rules to represent quantities andor
qualities of the factors being investigated For example to gather data that will offer insight
about people who shop for automobiles online (a marketing phenomenon) researcher collects
information on the demographic characteristics attitudes perceptions past online purchase
14
behaviors and other relevant factors associated with these people (Hair Bush Ortinau
2006)
Two of the primary criteria of evaluation in any measurement or observation are
Whether we are measuring what we intend to measure
Whether the same measurement process yields the same results
These two concepts are validity and reliability Reliability is concerned with questions of
stability and consistency - does the same measurement tool yield stable and consistent results
when repeated over time Validity refers to the extent we are measuring what we hope to
measure (and what we think we are measuring) To apply these concepts to social research
we want to use measurement tools that are both reliable and valid We want questions that
yield consistent responses when asked multiple times - this is reliability Similarly we want
questions that get accurate responses from respondents - this is validity (Smith Albaum
2005)
16 Designing Questionnaires
After determining established set of scale measurements it is the time to format them into
an instrument for collecting raw data from respondents The purpose of designing reliable
questionnaire is to collect high quality primary data which can be easily transformed into the
information for the manager The main principle in developing questionnaire is its logic
objective and consistent approach rather than creative way of questions development
Everyone understands that words go into questions and that questions go into questionnaires
but not everyone understands that writing questions does not give you a questionnaire (Hair
Bush Ortinau 2006)
During the procedure of formulating and asking questions response nonresponse errors
occur Nonresponse errors can occur due to the length of questionnaire or questions their
complexity or inclusion of personal questions To avoid such type of error it is necessary to
use innovative way of questions formulation by keeping them concise and in the same time
sufficient enough The next step is to shuffle up the formats of questions to keep interest of
respondent to answer Keeping respondent well informed about directions of each part of
questionnaire is also important Researcher should put emphasis on style and format of
questionnaire (font color of paper graphic attributes etc) The final aspect is numbering the
questions to help keep track for both researcher and respondent
15
Response error rise when the actual value of variable contradicts with one in the report
This error can rise from both sides researcher or respondent Respondent is considered as a
person who provides information through communication (interviews questionnaire) or
observation (researcher observe behavior of respondent) Response error though can occur
during one or both of those processes To verify reasons of errors researcher should analyze
steps in delivering information The first one is information formulation and the second is
information transfer Inaccuracy happens during formulation step and ambiguity during
information transfer to respondent (Smith Albaum 2005)
17 Inaccuracy
Inaccuracy as a cause of questionnaire design means that false report is obtained from the
attitudes preferences beliefs feelings of respondent Questions and scales must be used that
enable to get the whole picture of respondent perception on the matter rather than to get a
fragment of his perception Accuracy itself refers to the degree to which the data provide the
researcher with a description of the true state of affairs From this point ―questionnaire design
precision rise up which is the extent to which a questionnaire design can reproduce similar
results over repeated usages (Hair Bush Ortinau 2006)
There are two types of inaccuracies predictive and concurrent Former one is caused by
inaccurate intentions of researcher during problem formulation Concurrent inaccuracy
happens when respondent intentionally provides inaccurate information
Inability to respond and unwillingness to respond are the most common concurrent
inaccuracies Inability to respond happens when question is posed the way it is hard to answer
without certain actions of respondent (check look up some features of product in question)
These problems might occur if respondent does not remember product features questionnaire
is unrealistic badly designed or directed to improper person Also if construction of questions
is developed with misuse of words or general terms
―Unwillingness to respond deals with motivation of respondent Respondent will not
provide accurate or any information due to several costs One of them is time costs which
require respondent to spend time for questionnaire completion So if respondent is busy or
questionnaire is too long she would answer the questions as quick as she can without paying
attention to accuracy For this reason questionnaire section will contain this phrase ―Do you
16
have time now to answer questions or would you rather set a time when I could contact you
again
Second problem is perceived loss of prestige Some questions might influence prestige of
respondent and then he tends to answer in a way not to lose his prestige which leads to
inaccurate answer Examples of areas which involve prestige level is age income educational
level and job position The main key to solution of this problem is to ask for information
twice in different ways
Third area of questions that might bring to unwillingness to respond is invasion of privacy
If questions touch private information about respondent inaccuracy and nonresponse take
place Such area includes questions about family matters income and money attitude finance
respondent hygiene political views religion and etc In this case indirect questions can help
or in case of direct questions still have to placed they should be included in the end of
questionnaire (Smith Albaum 2005)
18 Ambiguity
Ambiguity is considered as errors in constructing written and oral words or behavior
Inaccuracy errors occur during the formulation of information whereas ambiguity errors
happen during transfer of information through communication or observation Unambiguous
situation is the one where researcher asks question and respondent answer based on the same
meaning of words In this case two phase process takes place When question interpreted by
respondent has the same meaning as it is in interpretation of researcher And answer by
respondent is understood the same way as by researcher (Smith Albaum 2005)
―The language of the questionnaire should approximate the level of understanding of the
respondents The choice of words will depend on their educational level the usage of terms
and idioms in the culture and the frames of reference of the respondents If some questions
are either not understood or are interpreted differently by the respondent the researcher will
obtain the wrong answers to the questions and responses will thus be biased Hence the
questions asked the language used and the wording should be appropriate to tap respondents`
attitudes perceptions and feelings (Sekaran Bougie 2009)
Also implicature is an issue related to ambiguity when researcher is using elliptical
sentences (starting with ―Why ―What ―How) and respondent fill in the missing content
17
by herself In standardized interviews respondent should interpret questions as he can which
leads to miscommunication and wrong results So conversational interviewing is when
researcher is trying to explain the meaning of question and not influence the answer (Smith
Albaum 2005) Interview refers to qualitative method to obtain data this study has
quantitative research so it becomes crucial to construct clear and concise questions For this
purpose there will be pretest of questionnaire research by giving out it to my friends and get
feedback Another way to track understanding level of respondent is to set sub questions in
questions which contain highest probability to mislead respondent By simply asking the level
of question comprehension (good or fair) researcher can identify the level of ambiguity in
answers and track those answers which are answered with ―good level of understanding
Question form and question wording has certain relationship to ambiguity
There are four questionanswer types
1 Free answer (open-ended text)
2 Dichotomous and multiple choice answers (select k of n)
3 Rank order answers
4 Constant sum answers
1 Free answer questions imply that respondent will give full answer to the question in his
own words This type of questions require respondent to have ability to express completely
and concisely That is why free answers have great extent of ambiguity during interpretation
process
2 Dichotomous and multiple choice answers are the most common in questionnaires
development General form for both of these answer types is selection of ―k optional answers
out of ―n available ―Select exactly 1 of n Answers is one of such type of answers This is
simple form where k=1 and n is up to researcher desire In dichotomous question options (n
values) range into two extremes (―Yes ―No ―In favor ―Not in favor ―BuyDo not buy
etc) Multiple choice answers are just an extension of dichotomous questions Multiple choice
questions may require selection of several ―k out of ―n possible answers or selection
unlimited amount of ―k answers out of given ―n options
3 Rank order answers allow to put gradation to answer options This type of answers
characterizes data on the most prevailing option and the one which has the least importance to
18
respondent Typical questions can include determining ranking of preferences first to last
most current to least current and etc The most common bias here is that first optional answer
in the question has more chances to be selected Also tied rankings may cause another
problem of data weakening When it is allowed to rank several answer options into one
ranking level it is impossible to determine results out of this answer For the efficiency
purposes maximum of answer options given in rank order questions vary from five to seven
If it is more than seven it is hard for respondent to identify clearly the right ranking order
4 Constant sum question is the form of ranking using allocation of one hundred percent to
the options containing reasons for the statement asked It can be options for the reasons of
company product purchase (Smith Albaum 2005)
Also to create a good questionnaire researcher should include ―positively and negatively
worded questions Instead of developing all questions positively it is better to mix them with
negatively worded questions to reduce the probability of mechanical filling the questionnaire
by respondent ―A respondent who is not particularly interested in completing the
questionnaire is more likely to stay involved and remain alert while answering the questions
when positively and negatively worded questions are interspersed in it For instance if the
respondent has circled 5 for a positively worded question such as ―I feel I have been able to
accomplish a number of different things in my job he cannot circle number 5 again to the
negatively worded question ―I do not feel I am very effective in my job hellip The use of
double negatives and excessive use of the words ―not and ―onl should be avoided in
negatively worded questions because they tend to confuse respondents (Sekaran Bougie
2009)
19 Hints to improve quality of questionnaire
A Neutrality and don`t know or no opinion
It is an option given to respondent to remain neutral to the question provided Once third
option is included researcher does not force respondent to answer and it makes questionnaire
more polite to respondent Based on the nature of the question researcher may include such
options like ―don`t know ―no opinion or ―not applicable ―Don`t know might be
attributed to question dealing with some facts whereas ―no opinion can be attributed to a
19
certain attitude of respondent If such type of option will be included it is important to
increase sample size because of increased probability for respondent to choose neutral answer
B Dichotomous questions
It is the easiest type of questions for respondents It is considered as a question with
average probability for being ambiguous But it has the lowest probability of being ambiguous
among free-answer questions and multiple-choice questions
C Multiple choice questions
The researcher has two options if she wants more detailed information in a certain
question It is to create multiple choice question or free-answer question Usually multiple
choice questions are more complex and longer than the other two (dichotomous and free-
answer) Ambiguity in such type of questions derives from inability to formulate mutually
exclusive alternatives Another reason for ambiguity is limitation of the chosen answer
Respondent should select only one option which most widely answers the question For this
reason researcher may offer to select as many options as respondent wishes There is a table
below which shows relative probability of ambiguity related to form of question
Table 1 ―Form of Question and Relative Probability of Ambiguity (Smith Albaum 2005)
D Question wording
Selection of right words plays important role in questions development So in wording
choose researcher should be extremely careful Ambiguity in wording has several sources
Question length
Respondent unfamiliarity with some words
Relative Probability of Ambiguity
Form of Question Question Answer
Free-answer Lowest Highest
Dichotomous Average Lowest
Multiple-choice Highest Average
20
Ambiguity of context
Two questions included in one sentence
Too broad questions
If questions are too long this will confuse respondent and affect data accuracy For this
reason researcher should keep questions concise and clear If some words in question are
unfamiliar to the respondent this will also lead to confusion and inability to provide right
information So in case of scientific wording in questionnaire and non-homogeneous
backgrounds of respondents low level of vocabulary should be used Also researcher should
verify whether questions imply only one matter in order not to mislead respondent Questions
that lack specificity should also be avoided Those questions are developed with general
words like ―how often for example
In general researcher must provide alternative question wording pretesting and
verification by observation In alternative question wording first have of sample group may
get options in one order and the second one in reverse order Once questionnaire is ready
pretesting is another good way to decrease ambiguity Only one concern here is to choose
relatively the same group of respondents as it will be in the real research By close
communication with respondent in pretesting step researcher can determine some troubles
misunderstandings arose during this step And last advice is verification by observation
Researcher can (where it is possible) verify answers of respondents by observing their actions
related to questions answered It is not the easy activity so only those questions will be
verified where it is possible to do so (Oppenheim 1992)
110 Sampling procedures in Marketing Research
―Sampling is a selection of small number elements from a larger defined target group of
elements and expecting that the information gathered from the small group will allow
judgments to be made about the larger group The main idea of sampling is that a decision is
based on the assumption that the smaller portion or sample is representative of the larger
population (Hair Bush Ortinau 2006)
There should be a strict order in defining sample for research
21
Chart 1 ―Defining Sample
Sampling procedure starts with defining of population Population is amount of units
(individuals legal entities households) which has one or more similar feature among each
other In order to specify population researcher should answer such questions as what kind of
units (elements of analysis) to be included where they reside or their origin and when
(dimension of units in terms of timeframe) Population should be defined as precisely as
possible At the moment of finalizing population definition investigator decides whether it is
necessary to investigate the whole amount of population (census) or a part of it (sample) The
choice depends on the size of population If the size of population is small census can be an
optimal option otherwise should be created sample
Sample design includes type of sample sampling unit and sample frame Majority of
samples are selected by choice of investigator as non-probabilistic method Where
investigator selects elements of sample in terms of convenience availability and own
judgment Researcher uses table or any other random selective device for the probable
method (Smith Albaum 2005)
Define population
Sample design
Sample size
Estimate costs of sampling
Census vs Sample
Execute sampling process
22
―Sampling unit is the basis of the actual sampling procedure It is that segment of the
population actually chosen by the sampling process The sampling unit may contain one or
more population elements That is these units may be individual elements or aggregates of
individual elements (Smith Albaum 2005)
Sample frame is considered as a list of elements of the population For instance it can be
list of characteristics of elements which are expected to pass the interview or fill out
questionnaire In a perfect case sample frame should determine each population element once
and should not include those elements which are not in the population criteria There several
options below of inaccurate sample framing process
Chart 2 ―Sample Framing Processes
A Incomplete
Sampling frame
B Too Comprehensive
C Combination
Sampling frame Population
Sampling frame Population
Population
23
There is also set of questions to ask during generation of sampling list
Does the list contain everyone in the survey population
Does the list include names of people who are not in the study population
How is the list maintained and updated
Are the same sample units included on the list more than once
Does the list contain other information that can be used to improve the survey
(Dillman 2000)
There are four traditional approaches for the determining sample size
1 Arbitrarily or judgmentally determined
2 Minimum cell size in analysis
3 Based on budget
There are two types of costs in sampling process fixed and variable Fixed costs are those
which are determined and constant Variable costs depend on the volume of study being
conducted The dashed line in the upper graph shows interrelation between costs and sample
design If costs are too high researcher reconsiders sample design or sample size
The last step is actual choice of sample There are two main criteria for this process
sample must be adequate and representative For the sample being representative means that it
reflects overall characteristics of the whole population Adequacy is sought in sufficient
amount of elements selected to provide stable results Also there are two types of sampling
designs probability and non-probability samples Non-probability sampling differs from
probability sampling on the basis that in non-probability sampling the sample elements do
not have a known nonzero chance of being selected for the sample In probability sampling
each element has a known and equal probability of selection This study incorporates
probability design because there are no any predisposed respondents (Smith Albaum 2005)
111 Editing Coding and Descriptive Analysis
―Completed questionnaires or other measurement instruments must be edited coded
entered into a data set for processing by computer and carefully analyzed before their
complete meanings and implications can be understood (Smith Albaum 2005)
24
The main reason for this process is converting data obtained into information which will
provide inferences and answers to research question A certain sequence is needed to perform
successful data analysis In short there should be definition of response categories at first
then editing and coding and at last tabulation All these three steps will be implemented in the
practical part
112 Research Errors
In any research errors will occur so management of errors must apply Errors can arise in
any stage of marketing process from problem formulation to report development It is a goal
of investigator to minimize those errors The value of total error is comprised of sampling
error plus non-sampling error Sampling error (usually called as random sampling error) is the
difference between planned sample and the list of interviewees it is formed Non-sampling
errors are those which are not related to the sample itself Usually non-sampling errors related
to sort of bias as the difference between the true value of that which is being measured and the
average value derived from a number of independent measurements of it There are eight
major types of errors
Population specification ndash difference between required population and population
chosen When researcher chooses inappropriate population for the data collection
Sampling difference between required sample and the one that has been selected
When sample does not represent the population selected by using probability sampling
method
Selection error usually occurs when researcher pick up respondents whom she knows
who is more pleasant in general who is easily reached This tendency deviates real
population selected
Frame error Sample frame is a set of representatives of population who relate to
required sample The frame error occurs when elements which are not in the sample
group are investigated
Nonresponse error occurs when all members of the sample cannot be reached or they
refuse to respond
Surrogate information error occurs when investigator is unable to obtain responses and
replace it with proxy answers leading to surrogate information
25
Measurement error occurs in several stages of research transmittal response analysis
In general researcher represents information that he wants rather the real one
Experimental error When investigator is measuring the influence of independent
variables on dependent one while controlling extraneous variables (Smith Albaum
2005)
2 PRACTICAL PART
21 Marketing Research Process Applied
For this study it has been identified that the problem of current situation in MU is its
inability to attract more international students
Problem Formulation Prospective students do not choose MU for degree obtainment
Research goal To identify ways on how to increase studentslsquo inflow into MU by means of
detecting general preferences of MU customers (prospective students and current students)
Research questions
Based on the study of 7P approach made by Jonathan Ivy one research question arises
1 On what element of marketing mix students relied more when choosing MU ―People
―Physical evidence or ―Processes
From another study made by Hsuan-Fu Ho and Chia-Chi Hung second research question
arises
2 Does the possibility of domestic market employability after graduation plays the key role
for choosing MU
26
Method of Inquiry
As been mentioned in the theoretical part the first step in method of inquiry is observation
and description of a phenomenon or a group of related phenomena This step is known for its
qualitative methods of applicability
Have been studying for almost two years in MU and communicating with dozens of
international students I found several aspects to consider for MU attractiveness improvement
Students who stay longer than a semester differ from those who came just for one semester
under Erasmus exchange program This research deals with the first category of students and
for them it is important to have more frequent university-student correspondence Keeping the
fact that education process in Masaryk university different and complicated in terms of
Information Technology (student information system is very confusing with no English
version of some pages) there should be prepared an orientation seminars on how to effectively
use all university premises and surrounding city facilities It can be easily done with the help
of International Students Club which has excellent image among such clubs in Europe There
is orientation week for students but from the students point of view is more prepared to make
things done (like ISIC card issue register to information system) rather than providing
students with tools on how to achieve what they need to This can easily be done by
information system additional applications of city university map student forums and
discussion groups The information system should be done in more client friendly way with
good English translation of the web pages
This work would not include any hypothesis because of the chosen research design ndash
explorative
Research Methodology
In this will be applied nonexperimental method because of objectivity purposes There is
high risk of mislead and misinterpretation to the respondent which will affect the survey
results
Question number 1 2 3 in the survey (can be found in appendix of this work) was
included for the reason to find additional information from prospective students who intend to
continue their study Question number 11 gives idea on the effective media channel that
students got information from Question number 12 and 13 will help to summarize general
student opinion on MU and find some deviations from the rest of the questions
27
Below are the questions in the survey which relate to research question number 1 ―On what
element of marketing mix students relied more when choosing MU ―People ―Physical
evidence or ―Processes
Question number 4 6 7 was adopted from literature source (Jonathan Ivy 2008) of
theoretical part This question identifies the level of ―Processes element of marketing mix
Question number 5 based on the same literature source was adopted to verify another element
of marketing mix ndash ―People Question 8 uncovers the level of third element ―Physical
evidence Question number 10 encompasses all three elements to double check the main
criteria that students choose or consider MU to study
Below are questions in the survey which relate to research question number 2 ―Does the
possibility of domestic market employability after graduation plays the key role for choosing
MU
Questions number 14 and 15 will help to identify the level of studentslsquo motivation to enter
MU for the reason of higher chance of employability after graduation These questions were
adopted from literature source provided by Hsuan-Fu Ho and Chia-Chi Hung
Question number 9 relates to both research questions because it covers the scale of
significant factors that might affect student to choose MU
Research Design
The study entitled ―Quantitative Marketing Research attempts to accumulate the sequence
of procedures to conduct successful marketing research It has been chosen to use quantitative
research for the reason that study aims to find out the answer of a research questions through
numerical evidence This method enables researcher to gather existing information and data
regarding interrelationship between low rate of students registration to MU The study will
help to answer on two research questions posed in this work
Selection of data collection techniques
The study incorporates two techniques of data collection secondary and primary
collection Secondary information reveals current situation of HE marketing worldwide and
primary information helps to find the match up for solution of MU problem and secondary
information findings
28
Sample design
Researcher uses probability sample design with quantity of respondents equal to 26
Data collection
For study purposes data will be collected by giving out questionnaires to current and
prospective students who study or intend to study in English in MU Hard copy questionnaires
will be collected after respondents finish answering them Total collected questionnaires
amount to 26
Research errors
Population Specification error is mastered by questioning potential respondent whether
shehe studies in English Sampling difference researcher will overcome by keeping the
highest level of variety of respondents (by country of origin) Selection error is out of the
matter because researcher is not introduced to the majority of students studying in English
Nonresponse error may occur for the further purposes of the research respondents would be
asked the reasons for rejecting to fill out questionnaire The same procedure is for the
surrogate information ndash if researcher will not be able to get answers from respondents they
will be asked about the reason of rejection
22 Analysis and interpretation of data
Secondary and Primary data is analyzed and interpreted in section 23 and 24 below
23 Secondary data
Marketing communication of universities
As has been mentioned previously in this work the best option to collect relevant primary
data is to rely first on secondary information and then delve down in certain aspects by
collecting primary information In this item it will be explained what has been done in
marketing communication of universities around the world This part will also cover the
question of what communication strategies and tools the international universities use to
attract their students
29
From the first finding to start universities all over the world practicing advertising
campaigns with such words as ―Internationally renowned Award winning Prestigious
Proud history Career oriented etc But not all the time these sparkling words are real truth
―Does it actually matter whether a university has ―tradition if its current practice is poor
Does it matter if a university is ―internationally renowned if the particular course that is
being considered is known to be badly operated by local standards Does it really matter if a
university has ―a proud history if the present isnlsquot very good (Dr DJ Toncich2008)
Australian professor Dr DJ Toncich in 2008 published a book ―Study and Learning in
the Australian University System where he clearly stated various forms of
Marketing in universities of Australia ―The most common example of universities selling the
sizzle rather than the sausage appears in areas such as science engineering and architecture
where potential students are bombarded with glamorous images of spacecraft sky-scraper
buildings nuclear reactors and so on There are different ways how universities attract their
students There is a table provided by Dr DJ Toncich which explains the ways on how to
promote different parts of university image
Table 2 ―Ways on how to promote elements of university image
30
A ―Tool is a part of company (university in this case) image which should be promoted
And ―Vehicle is the way part of the image can be promoted ―Some key points to note are
that the mass media outlets (newspaper television and radio) having the broadest audience
are generally reserved for ―big picture marketing including the universitylsquos brand and
confidencereinforcement strategies Self-evidently promoting to the broadest audience is the
most costly way of getting a message out so the message needs to be simple and clear The
more specialized the audience however the more detailed the information ndash for example
university course guides and handbooks have the most specific audience and subsequently
the highest level of information density In these vehicles there is generally less content
related to the big picture issues of confidence and brand (Dr DJ Toncich 2008)
Nguyen amp Le Blanc (2001) focused on the image and reputation of the institution and
referred to the crucial role these factors played in the development of market positioning ndash
they drew on the well established concepts and theories in business sector marketing for their
study Bonsardi amp Ekwulugo (2003) who claimed that ―a centrally important principle of
marketing is that all marketing activities should be geared towards the customer also relied
on the literature used in business sector marketing and applied it to the context of higher
education
Branding is important for university to stand out in the market In ―ConnectEd
Symposium for the marketing of Higher Education (Chicago November 2011) Rich Lyons
(Dean Haas School of Business University of California Berkley) argued that
―What passes for branding in higher education is often nothing more than a catchy slogan
and logo Branding projects in universities sometimes evoke hostility indifference or bothmdash
or raise the question of why a good school would need to be so concerned about its image that
it would resort to ―corporate measures But when branding reaches deep to magnify a
schoollsquos differentiation and its core essence the result can be a powerful boost on multiple
dimensionsmdashstudent recruitment alumni interest fund raising media interest and so on And
it can resonate with key audiences emotionally to align what the school does with their
passion to change the world Dean Rich Lyons has led the Haas School of Business at UC
Berkeley in branding the school based on codifying its distinctive culture driving that culture
through its business processes and reforming its curriculum to produce a particular type of
leadermdasha path-bending leader The process is lengthy difficult and risks are high Learn why
the rewards of an authentic brand are worth the effort
31
According to this speech strong brand is coming from the culture of interaction among
students and all university staff Mainly students and professors should clearly understand
what matters mostly attracted them in chosen university (values believes attitudes etc should
match up with student`s)
Another aspect for university marketing start up procedure is reposition communications
as a strategic function in a more proactive attitude This matter has been covered by Dr Mark
Putnam President Central College IA in his article ―Do you drive the agenda or go along for
the ride In this article author ―sought to change the view of the marketing and
communications team from customer service providers to strategists He set a good example
with presidential blog using it to elevate the level of discourse at Central Putnam has a track
record for this kind of change management As senior vice president at Northeastern
University (Boston) he worked with the communications team to educate the university about
the strategic role of marketing and branding He comes by this perspective naturally (Dr
Mark Putnam 2011)
To improve university technical tools in attracting students mobile marketing is a great
way ―Mobile marketing brings challenges and opportunities to higher education when scarce
resources limit the ability to add new technologies and techniques to communication plans
We examine the mobile marketing landscape in search of whats most relevant to higher
education today with special attention to student recruitment and brand strength Areas
covered include site design for best task completion writing right for mobile sites monitoring
web analytics and integrating with traditional and social media websites (Bob Johnson
2011)
Another technical tool is digital video clips ―Video in its many forms is becoming a
major factor in our collective lives (80 million hours of video loaded to YouTube every
minute for example) As digital storytelling it is also being used in a variety of ways to build
brand equity with internal and external audiences Outcomes will be a better awareness of the
current trends in using video as a brand building tool and a field guide for teaching others
within the organization to make powerful digital stories Im currently using the workshop at
the UW to train students who will study abroad to make and distribute good quality video
about their experiences (Harry Hayward 2011) In case of brand building using video
assistance viral marketing campaign might work And the last idea which will increase
university profit is web site analytics ―The website is not only a conduit for most of your
marketing efforts todaymdashitlsquos also an incredible tool for measurement and marketing analysis
32
With web analytics you can better quantify the impact of your marketing campaigns improve
the effectiveness of your website segment visitors for micro-marketing efforts and generate
valuable marketing intelligence (Bruce Snyder 2011)
Marketing is the process of customer identification (needs views preferences financial
possibility to buy certain product) This task will be done through primary information
analysis Another task in marketing is development of ―analytics-driven approach to help to
reach a targeted student through search engines mobile smartphones text messaging email
newsletters and social media (Higher Education Marketing Company) This company has a
straight and logic view on marketing process in university which provides a wide scope of
services Google Analytics Search Engine Optimization Pay Per Click Marketing Social
Media Marketing Google Maps amp Local Search Web Design amp Development Mobile
Marketing Short Message Service (SMS) Another very effective tool is SEO (search engine
optimization) which allows embedding into the company website option for the most
important (most likely needed) words phrases while creating company web pages This set of
words with high possibility that potential customer will dial up will give opportunity for the
company website to pop up in the top list of the search engine (Google chrome yahoo etc)
Under research problem ndash low enrollment of students the researcher should look for the
findings of other studies relevant to this study problem The questions to start with are ―What
factors in university marketing practices are missing to achieve constant enrollment growth
―Is there any interrelationship of those factors and university attractiveness growth
One of the studies has been conducted among students registered state subsidized
universities in South Africa The purpose of this paper was to present a new marketing mix
based on MBA studentslsquo attitudes and opinions towards the marketing initiatives of business
schools in South Africa The findings of this study revealed showed seven quite distinct
underlying factors in the marketing activities of these business schools some covering the
same elements of the traditional marketing mix people promotion and price There were
however four different elements programme prominence prospectus and premiums ―The
marketing mix is a set of controllable marketing tools that an institution uses to produce the
response it wants from its various target markets It consists of everything that the university
can do to influence the demand for the services that its offers Tangible products have
traditionally used a 4Ps model the services sector on the other hand uses a 7P approach in
order to satisfy the needs of the service providerlsquos customers product price place
promotion people physical facilities and processes The product is what is being sold It is
33
more than a simple set of tangible features it is a complex bundle of benefits that satisfy
customer needs The price element of the services marketing mix is dominated by what is
being charged for the degree or tuition fees that are required to enroll at the university Place
is the distribution method that the university adopts to provide the tuition to its market in a
manner that meets if not exceeds student expectations Promotion encompasses all the tools
that universities can use to provide the market with information on its offerings advertising
publicity public relations and sales promotional efforts (Jonathan Ivy 2008) This traditional
model encompasses tools which deal with tangible products In case of university it provides
intangible product which needs more tools for promotion Fifth tool is people who are
considered as a staff in university (academic administrative and support staff) To have a
prominent image university should have teaching staff reputations PhD holders Professorial
title holders Also administrative staff can also play an important role to attain prospective
students by simply providing professional phone call inquiry
The newest addition to the marketing mix is physical evidence and processes Physical
evidence is attributed to internal and external appearance of the entity (from teaching
materials to facade of the building and lecture rooms) ―Processes are all the administrative
and bureaucratic functions of the university from the handling of enquiries to registration
from course evaluation to examinations from result dissemination to graduation to name but
a few During the period that the student is registered processes need to be set in motion to
ensure that the student registers for the correct courses has marks or grades correctly
calculated and entered against the studentlsquos name and is ultimately awarded the correct
qualification While this might seem quite straight forward there are numerous other
processes that need to be implemented concurrently (with the finance system
accommodation time tabling and the library) to ensure the highest level of student
satisfaction The findings of this research suggest that the traditional 4- 5- and indeed 7P
marketing services marketing mix may not be the best way to approach the marketing of
MBA programs in South Africa Using principal components factor analysis on 25 commonly
used marketing tools indicates that four new distinctive and independent elements exist along
with three elements from the traditional marketing mix (Jonathan Ivy 2008) The most
important element from the marketing mix was ―program element (the range of electives in
the degree choice of majors) The second was ―prominence of the degree (academic staff
reputations position on league tables or MBA reviews in the popular press) The traditional
promotions element of the marketing mix was split into two areas standard mass media
34
advertising and hard copy promotional materials such as the university prospectus and direct
mail posted to prospective students called ―prospectus in the MBA marketing mix The
price element is dominated by flexible payment of tuition fees which means that students are
price sensitive and looking for payment flexibility The people element has had a small
modification with face-to-face teaching being included along with personal contact with
graduates and open day attendance The final element of the new marketing mix is called
premiums This is a diverse element of the mix which included accommodation the number
of modules in the degree student exchange programmes university computer facilities and
class sizes While this element was considered the least important of the marketing tools not
offering some of these items could seriously damage the recruitment prospects of a business
school Indeed some items would be considered a standard offering of a university and
expected by a student without further consideration or evaluation (Jonathan Ivy 2008)
So from this study researcher may answer on the posed questions before There is indeed
some other factors out of the standard marketing mix which in this case (higher education
marketing) play a key role In order to finally apply those factors into the practical
implementation researcher should check whether all of those factors remain important for
MU For this purpose primary data should be collected by creating questionnaire which
includes new marketing mix tools
Another study conducted in the realm of marketing communications in Taiwan includes
other findings The purpose of this study was to examine how a graduate institute at National
Chiayi University (NCYU) by using a model that integrates analytic hierarchy process
cluster analysis and correspondence analysis can develop effective marketing strategies
This research revealed that even though universities and colleges in Taiwan have
increasingly realized the importance of having sound marketing strategies to stay competitive
they have concentrated their marketing strategies on promotion ndash advertising tuition
reduction scholarships etc This trend has often obscured the fact that marketing should be
based on customer needs with better efforts made to fulfill these needs Although market
segmentation and positioning enable marketers and institutional planners in higher education
to understand customer needs and to visualize institutional advantages in relation to their
competitorslsquo positions these are relatively new endeavors in educational marketing in
Taiwan
The results display that the five most important factors for studentslsquo school selection
were employability curriculum academic reputation faculty and research environment
35
Students perceived NCYU to be strongly associated with lower tuition fewer entrance-exam
subjects lower entrance-exam pass rates and easier graduation requirements (Hsuan-Fu Ho
Chia-Chi Hung 2008)
In order to verify whether such criteria are also indisputable preconditions for choosing
MU as a potential tertiary institution they should be included into the study questionnaire
As we can see that in secondary information there are many ways on how to improve
university standing and how to reach a customer But this information does not give us the
picture of Masaryk University customer why she chose MU what were the preferences to
choose it where she first time got to know about it and etc That is why for this part ndash to get
the picture of MU customer from primary data collection and then apply appropriate tools that
have been mentioned before would be a good combination for a successful marketing
campaign
24 Primary data
For the purpose of this study ndash increase MU attractiveness primary data has been
collected Researcher developed questionnaire which consists of 15 questions and randomly
gave out to international students The main goal of this questionnaire is to answer two
research questions set by researcher
1 On what element of marketing mix students relied more when choosing MU ―People
―Physical evidence or ―Processes
2 Does the possibility of domestic market employability after graduation plays the key role
for choosing MU
These two research questions will help to get a clue on how specifically to improve
attractiveness of MU
Data is analyzed by using excel Microsoft office application with support of various graphs
and tables It has been calculated that majority of respondents are current students in MU
which gives more in depth data describing university attractiveness
36
Graph 1 ―Identification of students` status
It is 62 of respondents stated that they are currently study in MU This will bring more in
depth data from the survey
Specializations have wider split up with two major elements Informatics and Medicine
amount to 32 and 27 accordingly Unfortunately there are no any students from sport
faculty As it has been mentioned respondents were chosen randomly so it can be obvious
that there is big amount of students studying or intend to study medicine and informatics
Graph 2 ―Identification variability of specializations
37
Country of origin table shows that students from Slovakia have majority Probably
because of country and national closeness to Czech Republic The second biggest majority is
students from United Kindom after them students from Russia and Hungary
Graph 3 ―Country of origin split up
Question number 4 relates to first research question (On what element of marketing mix
students relied more when choosing MU ―People ―Physical evidence or ―Processes)
which specifies the level of ―Process element in MU In general the level of handling phone
callemail is acceptable with 14 respondents answered as completely sufficient or completely
sufficient with additional information This shows that majority of students are satisfied with
first impression of contacting MU
38
Chart 3 ―Level of handling callemail inquiry
Question number 5 explains another element in first research question which is ―People It
is evident that for majority of students academic experience is the most important to know
about professors professionalism But it is also a big quantity of those who did not analyze
any information Five students responded that work experience in business sphere is a key
criteria to choose MU
Chart 4 ―Criteria for identifying professionalism of university teaching staff
The ―Process element is evaluated in question number six which explains the level of
administrative and bureaucratic functions in MU on the matter of convenience and usage
Number of courses
teachers offer
Quantity of
publication of
teachers
Work experience
in business sphere Academic
Experience Professional
title in
business
I didn`t analyze
any information
about academic
staff in MU
39
Chart 5 ―Convenience
On the chart it is shown that students rate these functions as convenient with only several
students who perceive it as rather inconvenient On the ―Usage chart it has also positive
trend representing that MU administrative and bureaucratic process is highly useful
Chart 6 ―Usage
Question number seven explains third element ―Physical evidence In graph below it is
obvious that majority of students do not check this element while choosing MU
40
Graph 4 ―Identification of processes element
69 replied negatively and 31 positively which means that this factor does not play a
key role in selecting university Majority of students rate MU facilities as comfortable It is
shown in the table below that eleven students rate facilities as good
Chart 7 ―Identification of physical evidence element
Question number nine encompasses several criteria which were taken from two elements of
marketing mix ―People and ―Physical evidence and some were not from this marketing
mix like ―ability to get employment in home country ―worldwide acceptable diploma
These two factors were taken from the second research question ―Does the possibility of
41
domestic market employability after graduation plays the key role for choosing MU Results
showed that students highly value ―ability to get employment in home country (16
respondents gave highest score) Also highly rated MU diploma as worldwide acceptable (15
respondents gave the highest score) Also for respondents it is important (with lower grading
score ndash ―4) ―Strong academic staff and ―Excellent laboratory facilities
Chart 8 ―MU criteria
Question number 10 includes set of common services that university provides to students
This question helps to understand what services MU provides sufficiently to students Results
showed that sufficient services that MU provides are almost all which have been mentioned in
the options list Only ―Small class sizes do not meet big majority expectations
a Ability to get
employment in home
country
b Strong
academic staff
d Library
facilities
c Excellent
laboratory
facilities
e Worldwide
acceptable diploma
42
Chart 9 ―MU services
Interesting results gave to the researcher questions number 11 which shows that mostly
students got to know about MU from internet search engines and from relativeslsquo advice
Graph 5 ―Media channel of MU
Question number 12 and 13 give overall satisfaction level with MU Question number 12
has been adopted from theoretical part which asks whether student is ready to enter university
again if heshe would have the same opportunity Question number 13 is double-checking this
statement Results are showing that majority of respondents would enter MU again and they
are satisfied with overall MU educational service
Reasonable
accommodation
Exchange
programs
Number of
modules
Small class
sizes
Internship
possibility
Research
environment Faculty
43
Graph 6 ―Choosing MU
Graph 7 ―General satisfaction of MU
Although researcher might observe big quantity of students who are relactant to answer
Graph derived from question 12 shows that half of respondents do not have such a strong
feeling to reenter MU The same situation is in general satisfaction of MU where 38
remained neutral
The last two questions deal with second research question And here results are varied
Graph 8 derived from question 14 depicts that MU degree is not that helpful for getting the
job back in home country Only 23 answered that degree surely will help to get a high paid
44
position 38 replied as ―probably yes 35 answered as ―not sure and 4 answered
―probably not So around 61 of respondents feel positive about successful employment
back home the rest are not that confident
Graph 8 ―Employability element
Graph 9 ―Employability element second question
If respondents replied positively on 14th
question then they were asked to state the reason
for this As it can be seen above high standard European education is playing a key role for
successful employment Also the rest of options have high scores too
45
RESEARCH REPORT
In the purpose of survey it was essential to understand which of three elements in
marketing mix (―People ―Processes and ―Physical evidence) students rely more and
therefore less while choosing MU According to study made in South Africa by Jonathan Ivy
there are seven elements in marketing mix which all equally important for improving
company attractiveness in service business Researcher of this study picked three out of
seven because they more closely respond to actual service oriented company The rest four
elements (product price promotion place) were existing before as traditional marketing mix
for all types of businesses So the element ―Processes uncovers with questions number 4 and
6 From the graphs it is obvious that students are satisfied with this marketing mix This gives
university strong point in attracting students Call email handling Information system
functionality and other bureaucratic functions work sufficiently well 22 students rated
callemail handling as positive Usage and convenience of different MU functional processes
are also positively appreciated with 13 students for convenience and 15 for usefulness From
this data it can be clearly stated that students do rely on effective functions of MU
Element ―People is identified in questions 5 9 and 10 Question 5 gives information that
students do not mainly rely on ―People element while choosing MU 9 students did not
analyze any information about professionalism of university teaching staff Meanwhile the
main factor on what students pay attention is academic experience of teachers But answers
for the questions 9 and 10 gives a tendency that students do rate criteria ―Professionalism of
teachers high but actually they give lower score for this actual criteria in question number
10 In question number 5 students chose different aspects of professionalism of teachers as a
criteria to enter MU Total score for professionalism aspects is 4+4+5+10+4=27 Also in
question number 9 criteria ―strong academic staff accumulates 17 points (it is taken only 4
and 5 levels of importance) But in question number 10 only students give only ten points for
―faculty as a sufficient service provided by MU It can be assumed that students had higher
expectation before entering into university that they have got
Element ―Physical evidence is seen as not important for respondents Graph for question
number 7 shows that 69 of students did not check elements of ―Physical evidence Also
majority of students rate university facilities as ―Good with opportunity to select ―Excellent
46
status (in question number 8) On the other hand students rate university accommodation and
research environment as high enough (question number 10) It can be concluded that during
the process of choosing university students do not rely heavily on ―Physical evidence But
they did get reasonable service in ―Physical evidence while studying in MU
Second research question states ―Does the possibility of domestic market employability
after graduation plays the key role for choosing MU After analysis of relevant graphs and
tables it became clear that this factor (possibility to get employed) is very important for
students So question number 9 gets the highest score (16) for criteria in choosing MU ndash
―ability to get employment in home country and also high score for ―worldwide acceptable
diploma Even though students rate possibility to get employed as the highest criteria to
enter MU 39 of students are not sure or don not think they will obtain high paid job back
home Here is the point to work for MU administration Students rely on high standard
European education and English language education as a key criterion for being confident in
getting well paid job (question number 15)
The data analysis process constitutes the following
1 MU has convenient and useful bureaucratic functions which are considered as a strong
point in delivering knowledge without obstacles It is difficult to identify the level of
―processes in organization but some points can be highlighted in promotion materials It can
be description of functionality of Information System or description of easy courses
registration
2 Element ―People has deviation in what is expected and what is delivered Students
have a bit higher expectations on the level of teaching staff experience and competence It is
recommended to do a deeper research on the reasons for this deviation But for now it can be
decided to arrange seminars or trainings for teacher to improve their marketing knowledge
and explain commercial tendency in market of high education
3 University ―Physical evidence is has strong rate of sufficiency The only problem that
students do not feel need to pay attention on this element Here MU administration should put
accent on Including pictures of libraries with free Wi-fi canteens computer labs which have
good and pleasant conditions
4 The most important criteria for students to choose MU is high possibility to get
employed at home But this perspective lacks consistency because there is significant amount
of students who remain uncertain in the future employability This gap can be solved by
successful decision making of three elements above ―People ―Processes and ―Physical
47
evidence But it is recommended to conduct further survey questioning the reasons of
students` uncertainty in future employability Maybe the reason is not related to some weak
points in marketing mix but the problem in home countries itself (political instability
nepotism etc)
To sum up the general situation in four factors mentioned above ―processes should be
promoted to international students as a smooth tool in obtaining degree ―people should go
through training on how to deliver lecture in contemporary commercial world of high
education market ―physical evidence should be mentioned in promotion of MU ―student
employability will be interrelated with ―people plus MU has to install closer relationship
with international companies (internships provision seminars with company representatives
professional lectures from leading companies etc)
Secondary information has also a great help in increasing university attractiveness
Viral marketing can be applied to MU because question number 11 shows that internet search
engine is a key tool how students found about MU There is a video of experience Brno life
among Erasmus Students which can be remade as a good promotion video of student life on
campus For Masaryk University very effective tool will be Google Analytics giving a wide
scope of techniques on how to track differentiate and analyze visitors ―Google Analytics is
the enterprise-class web analytics solution that gives rich insights into the website traffic and
marketing effectiveness Powerful flexible and easy-to-use features now give opportunity to
see and analyze your traffic data in an entirely new way With Google Analytics it is easier to
write better-targeted ads strengthen marketing initiatives and create higher converting
websites (Google Analytics website)
In general MU marketing politics should involve techniques mentioned by Jarvis J in his
book ―What Would Google Do Companies must learn that they are better off when they
cede control to their customers Give us control we will use it and you will win
Also it is important to read blogs There are search engines for blogs like Technorati
Icerocket Google Bloglines Pub-sub where MU marketing officials can search for MU
discussion groups or some topics
MU officials should constantly maintain ―conversation with current students It is a good
idea to start communication with those bloggers who care enough to talk about MU products
and service and brand The least MU officials can do is engage them and join the
conversation Even further step can be done Ask consumers what they think MU
48
administration should do MU will end up with better products and do a better job selling
them to more satisfied customers who can even help each other if MU officials let them
Next it will be effective to start university blog where students openly and forthrightly
share the problems and the solutions as they occur There is no reason why a university dean
should not open a direct conversation with the public That will do more to change the
culturemdashto finally make it customer-focused and mean itmdashthan a dozen consultants a
hundred off- sites or a million ad impressions
During of development process of some programs or anything in university it is better to
involve students in this process also
The last but not the least is links on the website of MU There are three links on the ESF
faculty One of them is ―Review of economic perspectives ―call for papers and Citi Bank
banner There should be more links to Headhunters conferences industry associations
current job opportunities etc This gives website alive image and helpful time spending
49
CONCLUSION
This study has been conducted in favor of future Masaryk University prosperity in the
current commercial world Researcher had a strong motivation to give helpful secondary and
primary information which will foster university educational process in the frames of
contemporary world
Of course any research comes up with further recommendations to analyze questionable
matters in results obtained Researcher believes that this work is just another step to constant
need of self-improvement
Researcher advices to put more accent on IT support to promote university image and
therefore increate its attractiveness (Harry Hayward 2011) mentioned that 80 million hours
of video loaded to YouTube every minute So there is high potential for promotion Viral
video of MU will hit several aspects of university improvement brand product suite
differentiation lifestyle according to Dr DJToncich Apart of that it is recommended to
build system of values believes and attitudes among students and university staff and
promote this in the future According to Dr Mark Putman it is essential nowadays to educate
university staff about strategic role of marketing and branding Website analytics would be
useful for measurement and marketing analysis Search optimization engine is another tool on
how to maintain university webpage in the top 10 results in Google chrome or other web
search engines On YouTube there is option to post advertisement of a company only in the
videos which are related to the sphere of products or services company offer So MU might
sign a contract of including its advertisement on videos which has key words as ―education
―high ―in English etc
According to primary data obtained it is obvious that several aspects in MU marketing
mix do not match high criteria among students Once one factor ―People would be solved
through trainings and constant updating knowledge of personnel another interrelated problem
will be offset ndash ―Employability But there is no any research done on interdependence of
these two factors so for further analysis of situation another research should be taken The
main purpose of this research would be identification of cause and effect linkages between
50
―People ―Employability and other factors which influence studentslsquo ability to get high paid
job back home And there are a lot of those factors starting from political situation in the
country to the level of corruption and nepotism
MU has potential to improve its educational process as we do the students because we are
the main customers for our university But one thing should not be forgotten and it is
companies which have strong notion about reality in one or another specialization That is
why my last advice for Masaryk University is to appeal as a liaison entity between students
and companies
51
REFERENCES
Barabba Vincent P Zaltman Gerald 1991 ―Hearing the Voice of the Market Competitive
Advantage Through Creative Use of Market Information Chapter 5
Conway Tony Stephen Mackay David Yorke (1994) Strategic Planning in Higher
Education Who Are the Customers International Journal of Educational Management
Vol 8 Iss 6 pp29 ndash 36
Cooper Donald R Schindler Pamela S 2003 ―Business research methods 8th ed
Dillman Don A 2000 ―Mail and Internet Surveys The Tailored Design Method 2nd
Edition New York
Dekeba Alemayehu 2003 ―Basic of Marketing Research Methods
URL httpwwwglobuszcomebooksMarketingResearchindexhtm
Hemsley-Brown JV and Oplatka I2006 Universities in a competitive global marketplace
a systematic review of the literature on higher education marketinglsquo International Journal
of Public Sector Management Vol 19 No 4 pp 316-338
Harry Hayward ―The power of digital storytelling 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Hair Joseph F - Bush Robert P - Ortinau David J ―Marketing research within a changing
information environment 3rd ed2006
Hsuan-Fu Ho Chia-Chi Hung Marketing mix formulation for higher education An
integrated analysis employing analytic hierarchy process cluster analysis and
correspondence analysis International Journal of Educational Management Vol 2 Iss
4 2008
Jarowski Ajay K Kohli and Arvind Sahay 2000 ―Market ndash Driven Versus Driving
Markets Journal of the Academy of Marketing Science 45-54
Johnson Bob ―Mobile marketing in higher education getting ready for 1012 and beyond
2011
URLhttpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Jarvis J ―What Would Google Do Adobe Acrobat eBook Reader 2008
52
Jonathan Ivy A new higher education marketing mix the 7Ps for MBA marketing
International Journal of Educational Management Vol 22 Iss 4 2008
Kotler Philip Fox Karen FA 1985 Strategic Marketing for Educational Institutions
Mora Michaela ―What Is Statistical Significance 2011
URL httprelevantinsightscomtagsample-size
Nha Nguyen Gaston LeBlanc 2001 Image and Reputation of Higher Education Institutions
in Studentslsquo Retention Decisions International Journal of Educational Management
Vol 15 Iss 6
URL httpwwwemeraldinsightcomjournalshtmarticleid=838798amp
Oppenheim ldquoQuestionnaire Design Interviewing and Attitude Measurementrdquo 1992
Oud Jacqueline 2004 ―Market research versus marketing research
Pimpa Nattavud 2003 ―Internationalization and trade in higher education opportunities and
challenges
Putnam Mark ―Do you drive the agenda or go along for the ride 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Rakhee Vyas Anne L Souchon 2003 Symbolic Use of Export Information A
Multidisciplinary Approach to Conceptual Development and Key Consequences
International Marketing Review Vol 20 Iss 1 pp67 ndash 94
URL httpwwwemeraldinsightcomjournalshtmarticleid=855530
Rich Lyons ―Authentic branding how creating a school brand with culture and curriculum
just might help save us 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Robert S Michael ―Inquiry amp Scientific Method 2002
URL httpwwwindianaedu~educy520sec5982week_1inquiry_sci_method02pdf
Rodriguez G ―5 Questions to Help You Understand Your Customer 2004
URL httpwwwpowerhomebizcomvol146customerhtm
Sekaran Uma Bougie Johan Roger Gisbert2009 ―Research Methods for Business a Skill
Building Approach 5th ed
Singleton Royce A Jr and Bruce C Straits 1999 Approaches to Social Research (3rd
Edition) New York Oxford University Press
Smith Scott M Albaum Gerald S 2005 ―Fundamentals of Marketing Research
Snyder Bruce ―Maximizing the power of web analytics 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Toncich ―Study and Learning in the Australian University System
53
URL httpwwwdoctorteenetfilesunibook04_ppdf
WEBSITES
Experiment-Resourcescom ―Comparing Quantitative and Qualitative Research 2009
URL wwwexperiment-resourcescomquantitative-and-qualitative-researchhtml
Higher Education Marketing Company Canada
URL httpwwwhigher-education-marketingcomcontact
Google Analytics website
URL httpwwwgooglecomintlenanalytics
54
Appendix A Questionnaire
Dear respondent this questionnaire is created in terms of Master`s degree diploma thesis The main goal of
this survey is to improve Masaryk University attractiveness by deriving the reasons for choosing Masaryk
University in obtaining a degree The answers will be kept as confidential and would not be used in any
other purposes other than for this research If you would have any questions regarding the results of this
survey please contact me
Ilya Shaiderov (380502mailmunicz)
Thank you for your cooperation
1 Are you a current or prospective student ____________________
2 What specialization you are obtaining or intend to obtain in MU ____________________
3 Please specify your country of origin ____________________
4 Please rate the level of handling your first phone callemail inquiry by MU staff (only if it is
applicable to your case)
1 2 3 4 5
5 While considering MU as an option to study what criteria did (do) you analyze to check
professionalism of university teaching staff (you may choose several options)
a Number of courses teachers offer
b Quantity of publication of teachers
c Work experience in business sphere
d Academic Experience
e Professional title in business
f I didn`t analyze any information about academic staff in MU
No response
Insufficient response
Sufficient enough
Completely sufficient with additional information
Completely sufficient
55
6 (Only for current students) Could you characterize the process of courses registration usage of IS
system and other administrative and bureaucratic functions of university (please choose one in each
scale)
Convenience
1 2 3 4 5
Usage
1 2 3 4 5
7 (For both current and prospective students) While choosing MU did (do) you check quantity of
books in university library accessibility of electronic databases new editions of study materials
overall quality of library
Yes
No
8 (Only for current students) Please rate MU facilities (buildings classrooms computer labs etc) on
the matter of ―comfortability
1 2 3 4 5
Excellent Good Sufficient Not enough Bad
Completely Convenient
Rather Convenient
Convenient Rather Inconvenient
Completely Inconvenient
Completely Useful
Rather Useful
Useful Rather Useless
Completely Useless
56
9 (For both current and prospective students) How do you rate the following factors as criteria for
choosing MU (1- least important 5 ndash most important)
a Ability to get employment in home country
b Strong academic staff
c Excellent laboratory facilities
d Library facilities
e Worldwide acceptable diploma
10 Please choose (mark ―V) services that MU sufficiently provides to you as a student (in case you
are prospective student - should be provided)
___ Reasonable accommodation (covered by student)
___ The number of modules in the degree and big variety of elective courses
___ Student exchange programs
___ Research environment (sufficient up to date study materials computer labs laboratories etc)
___ Small class sizes
___ Internship possibility
___ Faculty (profound selection of PhD and profession specialists)
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
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1 2
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1 2
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f
r
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c
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4
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a
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r
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m
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[
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a
q
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f
r
o
m
t
h
e
d
o
c
u
m
57
11 From what source you first found out about Masaryk University
a Website search engine
b Advice of friends parents etc
c TV
d Newspaper please specify____________
e Journals please specify____________
f Billboards
g Website banners please specify website_______________
h Other source__________________________
12 (Only for current students) If you had do it over again would you still choose MU If not please
specify why
a Yes
b Not sure
c Probably would
d Probably would not (please specify why)
__________________________________________________________________________________
__________________________________________________________________________________
________________________________________________________________
13 (Only for current students) Please describe your level of general satisfaction with university
a Not satisfied at all
b Neutral
c Satisfied
d Very satisfied
58
14 (For both current and prospective students) Do you think MU degree will help you to get above
average salary in your home country
a No b Probably not c Not sure d Probably yes c Yes
15 If you think that MU degree helps to get well paid job in your home country what might be
reasons for that (more than one reason can be selected)
a High standard European education d Possibility to pass internship in Europe
b Degree specialization choice e Other_________________________
c Education in English language
2
million students study outside of their home countries with more than 547000 studying in the
United States (Pimpa 2003) So there is a huge potential for universities to attract
international students through marketing campaigns
In this work MU considers as an organization which has a goal to increase quantity of
students enrolled from abroad For this reason any company should understand its customer
(needs threats and opportunities) Usually company has several categories of customers
―Some buy because they find your price to be the lowest some because they find your
services to be outstanding while some purchase from you because of your reputation in the
industry (Rodriguez 2004) Even though there is set of categories of customers the main
feature always exists So this work is devoted to depict the ―main customer for Masaryk
University
For this purpose quantitative marketing research is a tool to solve this Different
categories of customers give criteria to improve sales for a company ―It is important that you
know what customers consider most valuable about your products or services (Rodriguez
2004) That is why quantitative marketing research would bring up those values of the MU
education for further improvement Moreover it will display disadvantages of MU higher
education which after all should be improved to make them as advantages
Results of marketing research have several consequences The first one company gets
closer to its customer and it can promote its products according to customer characteristics in
social class lifestyle marital status and etc The second one company might redesign its
product or service according to specific advices of customers And last one is that a company
can find one more target market which responds to company marketing mix All these items
allow marketing manager to crystallize its target market and give ways to increase sales But
the final destination for a company is to transform from market driven entity to market
driving one
An article published by Jarowski Kohli and Sahay in 2000 year ―Market-Driven
Versus Driving Markets states that in general there are two main strategies to market
orientation ―1) traditional market driven approach based on understanding and reacting to the
preferences of customers and actions of players (customers competitors) within a given
market structure and 2) driving markets by influencing the structure of the market andor the
behavior of market players (customers competitors) in a direction which would enhance the
position of the focal business (Kohli Sahay 2000) They also argued that these two
approaches are complementary because a company can in the beginning use market driven
3
approach to support its sales and generate profit and after shift to more market driving
approach In general it is difficult to state that market driving approach is the future for all
companies which seek success for a long term But there is certainty that if a company keeps
track on current tendencies on the market it might propose some products which would be
highly demanded in the shortest future Vyas and Souchon (2003) argued that experience in
specific markets might lead to intuitive understanding of customers` future needs or wants
that would facilitate a market driving approach focused on said customers` unstated or
unknown needs
Once a company needs to know its customer the only way to do it is to ask a
customer It can be done by means of primary or secondary researches which have several
pros and cons Also primary research has two options quantitative or qualitative marketing
research
LITERATURE REVIEW
The definition of education marketing was created by (Kotler and Fox 1985) in the
following form ―The analysis planning implementation and control of carefully formulated
programs designed to bring about voluntary exchanges of values with a target market to
achieve organizational objectives
The conception of a client in the tertiary education sphere was one of the main topics
in 1990s For example (Conwey 1994) highlights that there are two perspectives of
approaching a university client In the first case the clients are students who are offered study
programs by universities In the second notion the clients are employers and companies to
whom students present the product of the university
Students remain as a main target group for universities and marketing communications
directed to their needs and preferences From this point applicability of traditional marketing
research process takes place Thorough description is given by (Smith and Albaum 2005)
who gave clear and simple path of stages in marketing research process
In the problem formulation stage (Barabba Zaltman 1991) gave strong arguments for
differentiating management problem from a research problem They emphasize on the ability
of researcher to translate management problem into research problem
4
(Robert S Michael 2002) gave the most profound characteristic of scientific method
of inquiry which has been chosen for this study Two stages of his proposed method of
inquiry are not included due to different research design taken for this study ndash explorative
(Cooper Schindler 2003) stated several compelling reasons for sampling They
mentioned two types of sampling one of them has been incorporated into this work ndash
probability sampling
Measurement of variables in this work has been done according to (Hair Bush
Ortinau 2006) by assigning numbers and labels to multiple choice answers in questionnaire
The matters of ambiguity and inaccuracy in research have been covered by (Smith
Albaum 2005) (Hair Bush Ortinau 2006) and (Sekaran Bougie 2009)
Research questions arose from two articles wrote by (Jonathan Ivy 2008) and another
one by (Hsuan-Fu Ho Chia-Chi Hung 2008) (Jonathan Ivy 2008) argued in his article that
there are three more elements in marketing mix when talking about service oriented business
like university Those elements were given names as ―People ―Processes and ―Physical
evidence (Hsuan-Fu Ho Chia-Chi Hung 2008) included another important factor for
university promotion and it is the extent of employability after graduation from university
(Dr DJ Toncich2008) is talking about deviations in university slogans and real
university standing In his article there is also explanation of the ways on how to promote
different parts of university image Along with this (Nguyen and Le Blanc2001) emphasize
on market positioning (Bonardi amp Ekwulugo 2003) claimed customer oriented approach that
university should take into promotion and development educational process
Partially (Harry Hayward 2011) touched the matter of video clips as effective tool to
promote university image With support of (Bruce Snyder 2011) web analytics became
another effective tool of keeping track of different target markets and customer preferences
tendencies
(Jarvis J 2008) emphasize on overall marketing politics which encompass existing
blogs analysis creation of internal and external blogs for sharing ideas problems and
thoughts among students and university staff He also proposes to include useful links in
company website
5
1 THEORETICAL PART
11 Marketing versus Market research
It is essential to differentiate those two terms in order not to be mistaken in research
process In the article ―Market research versus marketing research by Jacqueline Oud
market research provides more general information about the market This research can
answer such questions as country specifications market potential and accessibility overall
customer information (who what where when and how) On the other hand marketing
research has more detailed and deep information about customers and their attitude toward
company products This research can be done through interviews customerslsquo feedbacks after
product trials follow-up of the consumer and its behavior It means that marketing research
can include market research but not vice versa
Usually those two terms are used together because market and marketing research can
interconnect during the process of identifying product positioning So this study is
concentrated mainly on conduction marketing research If from the survey it becomes obvious
that some reasons of MU choice related to university environment (eg country
specifications) it will be made partial market research using secondary data
12 Quantitative versus Qualitative Research
The primary aim of a Qualitative Research is to provide a complete detailed description
of the research topic Quantitative Research on the other hand focuses more in counting and
classifying features and constructing statistical models and figures to explain what is
observed
The researcher serves as the primary data gathering instrument in Qualitative Research
Here the researcher employs various data-gathering strategies depending upon the thrust or
approach of his research Examples of data-gathering strategies used in Qualitative Research
are individual in-depth interviews structured and non-structured interviews focus groups
narratives content or documentary analysis participant observation and archival research
6
On the other hand Quantitative Research makes use of tools such as questionnaires
surveys and other equipment to collect numerical or measurable data
Qualitative Research is primarily subjective in approach as it seeks to understand human
behavior and reasons that govern such behavior Researchers have the tendency to become
subjectively immersed in the subject matter in this type of research method
In Quantitative Research researchers tend to remain objectively separated from the
subject matter This is because Quantitative Research is objective in approach in the sense
that it only seeks precise measurements and analysis of target concepts to answer his inquiry
(Experiment-Resourcescom 2009)
The question remains what method should be used after all This study aims to find out the
answer to an inquiry through numerical evidence so quantitative research is applicable in this
case If in the future researcher would like to explain further why this particular event
happened or why this particular phenomenon is the case then Qualitative Research comes
into practice
13 Marketing Research Process
According to Karole Friedmann (2003) Director of Products and Services for the
marketing services company Market Research Project Management Inc marketing research
project will be effective only if the information it provides leads to better business actions
decisions products or strategies In general marketing research is correlated with decision
support system when company executive decreases the risk of uncertainty by conducting
research Successful marketing research provides options for future actions in company
strategy High quality marketing research is proportional to high quality decision
―Marketing research is the systematic and objective search for and analysis of
information relevant to the identification and solution of any problem in the field of
marketing There are several important points in this definition First marketing research is a
systematic search for and analysis of information Careful planning throughout all stages of
the research is a necessity Researches must start with a clear and concise statement of the
problem to be researched Good research practice requires that the information sought the
methods used to collect the information and the techniques employed to analyze the
information be systematically and carefully laid out in advance (Smith Albaum 2005) Also
7
objectivity of marketing research plays another important role in successful marketing
research This criterion allows omitting escalation of commitment and clearly reflecting
current situation
There are pitfalls during marketing research process The most common ones are pseudo-
research and advocacy surveys Pseudo-research is done simply to come up with desired
results There is no objective and ethical approach Advocacy surveys are developed in such a
way that serves the needed answer Along with these two pitfalls the major one for doing
successful research is escalation of commitment when researcher is unable to consider other
variants of research results All these drawbacks might lead to waste of time and money spent
for research
Marketing research process consists of nine steps
Problem formulation
Method of inquiry
Research method
Research design
Selection of data collection techniques
Sample design
Data collection
Analysis and interpretation of data
Research report (Smith Albaum 2005)
Problem Formulation
―From the researcher`s point of view problem formulation means translating the
management problem into a research problemhellip An accurate problem formulation specifies
the types of information needed to help in solving management problemhellip the quality of
thinking about an issue (ie a problem situation) prior to data collection largely determines
the quality of thinking (ie analysis and problem solving) after the data have been collected
(Barabba Zaltman 1991)
Problem itself contains several components
1) The manager(s)decision maker(s) and his her or their objectives
2) The environment or context of the problem
3) The nature of the problem
8
4) Alternative courses of action
5) A set of consequences that relate to courses of action and to the occurrence of events not
under the control of the manager
6) A state of uncertainty as to which course of action is the best (Smith Albaum 2005)
Objectives have wide scope of variability starting from profit increase to serviceproduct
improvement ―The fewer the objectives of any study the easier it is to keep track of progress
toward the objectiveshellip Objectives vary from jointly agreed-upon corporate objectives to the
individual objectives of each employee (Smith Albaum 2005)
Environment of the problem can be related to the market research because it encompasses
such aspects as level of income and rate of growth in the market degree of competition and
government regulation Upon that it might also consider consumer tastes and preferences
Environment has a wide set of factors so researcher should define those factors which are
relevant to the problem
Method of Inquiry
The next stage in marketing research process is method of inquiry or method of
investigation The most objective and reliable is scientific method This method is effective
during the starting point and during the process of results check The main and most profound
characteristic of this method is objectivity It consists of the steps listed below
1 Observation and description of a phenomenon or a group of related phenomena An
investigator has little of prior information This is the stage when qualitative methods may
provide considerable information about what-is
2 Formulation of a hypothesis to explain the phenomena In educational research the
hypothesis is often a question about the relationship between or among variables that may
influence learning The hypothesis may be one that merely asks whether a relationship exists
(correlation research) or the hypothesis may state a cause-and-effect relationship
3 Predict the existence of other phenomena using the hypothesis or predict the results of new
observations
4 Conduct experimental tests of the predictions by several independent experimenters who
use proper experimental methods (Robert S Michael 2002)
9
Research Method
In addition to method of inquiry researcher should select research method There are two
types of research methods experimental and nonexperimental In former type of method
researcher can intervene into research experiment and control external variables It is vice
versa in nonexperimental method (Smith Albaum 2005)
Research Design
Another step in marketing research process is research design which is considered as
specific methods and procedures to obtain information needed Research design stipulates
what information to collect from what sources and using what procedures The key marker of
successful design is whether information collected relates to research problem along with
objectivity and efficiency There are three classes of designs ndash exploratory descriptive and
causal In exploratory design researcher identifies and formulates problem along with
development of alternative courses of action It is also considered as a first step in a broad
study in order to get sufficient knowledge and narrow down the problem area Sequence in
exploratory studies lead to three steps
Search of secondary information
Interview experts in a given field
Checking similar situations
Descriptive research design is more narrowed in contrast to exploratory one In former
specific research questions are postulated already The research problem is familiar and
specific This research is preplanned and structured Descriptive research covers such areas as
product research promotion research distribution research and pricing research
Causal studies help to predict causes of deriving such hypothesis The key purpose here is to
define relationships of causal factors to the effects of our prediction Researcher might build
a chart depicting several possible factors that brought situation to a current condition If there
is only one factor this would directly have influence on the situation If there is more than one
factors it is time to verify which one of those led to situation change This approach is called
casual relationship If there is only one factor there might be applicable deterministic
causation Another type of causal studies in probabilistic causation which is expanded version
of deterministic causation with more than one variable (Smith Albaum 2005)
In marketing research sources of information vary but serve as a tool to decrease uncertainty
and check hypothesis There are secondary sources respondents natural experiments
10
controlled experiments and simulation Secondary sources are taken from external
organizations which conducted research with similar purposes Usually it is statistical
committees government bodies NGO`s and etc Respondents also serve as a source of
informative and behavioral information Experiment usage might also bring valuable
information Sometimes it is better (high expenses time shortage) to implement simulation to
a certain situation Simulation is considered as a set of techniques for manipulating a model of
some real world process to find numerical solutions useful in the real process being modeled
(Smith Albaum 2005)
Selection of data collection techniques
Information itself is divided into three categories primary secondary and commercial
Secondary information is gathered by passing actual research conduction Primary
information is coming from data collected by investigator and serve as a main answer to
research question Commercial data is collected by marketing agencies and contains primary
and secondary information
It is better to start collecting secondary information first because it is less expensive and it
can offset the need of doing own research Even though if it will not solve the problem
secondary information can clarify the problem in more detail and help to develop advices to
research questions Also help in planning the gathering of primary data and defining the
population and selecting the sample
Secondary Information
Secondary information has two types ndash internal and external Internal information can be
found within the company past researches and report whereas external is outside of the
company Using internal secondary information will shed light on model and size of product
by area kind of account and industry medium amount of sales by area sales volume
percentage share of sales by product model product size etc External secondary information
allows verifying overall size of market characteristics of market features of competitor
products prices and promotion (Smith Albaum 2005)
Primary Information
The major source of marketing research is primary data In the process of gathering this
data researcher deals with respondent Respondent is a person who provides answers to the
11
questionnaire developed by researcher Answers are not the only findings that can be
collected in primary data collection Respondentslsquo behavior is another key aspect to observe
and analyze future choice of consumer
The main advantage of primary data collection is itlsquos up to date information which respond
researcherlsquos main criteria ndash the extent of the obsolescence of collected data That is why
primary data gives more realistic view to the researcher Another advantage is that primary
information can be collected in varied ways from interview to email questionnaire This gives
researcher flexibility in choosing process Cost and time spend to acquire this type of
information varies It can be attributed to the quantity of respondents should be asked their
accessibility in terms of location and etc So it is the researcher who decides whether to
collect primary data or not based on availability of secondary data time and budget of
research
The main disadvantage of primary data collection is incorrect questionnaire design
(questions answer options place of survey and etc) If doing so researcher may mislead
himself in data analysis and come up to a wrong conclusion Time might be another aspect to
consider as disadvantage for collecting primary data There is higher possibility to obtain
statisticalmarket research from some agency already prepared rather than spending time in
collecting surveys analyze them and synthesize to make final conclusion The best option is
of course to attain secondary information about the topic and then based on its outcomes
collect primary information
In this study will only be included quantitative techniques Questions will be included to
derive attitude to contemporary high education among students
Sample Design
It is rare that in marketing research the whole population is analyzed Sample is mainly a
small representative group of people that reflects all potential consumers Sample selection is
derived from consideration of the relevant systematic and variable errors that might occur
during the research process (Smith Albaum 2005) ―There are several compelling reasons
for sampling including (1) lower cost (2) greater accuracy of results (3) greater speed of
data collection and (4) availability of population elements There are two types of sampling
to choose nonprobability and probability sampling Probability sampling is based on the
concept of random selection ndash a controlled procedure that assures that each population
element is given a known nonzero chance of selection In contrast nonprobability sampling is
12
arbitrary and subjective Each member does not have a known nonzero chance of being
included (Cooper Schindler 2003)
Analysis and Interpretation of Data Collected
The first step in processing of data is editing of complete schedulesquestionnaires Editing
is a process of checking to detect and or correct errors and omissions Editing is done at two
stages first at the fieldwork stage and second at office
Field editing
During the stress of interviewing the interviewer cannot always record responses
completely and legibly Therefore after each interview is over he should review the schedule
to complete abbreviated responses rewrite illegible responses and correct omissions
Office editing
All completed schedulesquestionnaires should be thoroughly checked in the office for
Completeness accuracy and uniformity
Coding
Coding means assigning numerals or other symbols to the categories or responses For
each question a coding scheme is designed on the basis of the con med categories The coding
schemes with their assigned symbols together with specific coding instructions may be
assembled in a book After the transcription of data is over data are summarized and arranged
in a compact form for further analysis This process is called tabulation
Tabulation
Thus tabulation is the process of summarizing raw data and displaying them on compact
statistical tables for further analysis It involves counting of the number of cases falling into
each of several categories
Tabulation can be done by hand or by mechanical or electronic devices The choice depends
upon the size and type of study cost considerations time pressures and the availability of
tabulating machines or computers In this project tabulation and statistics will be done by
using Microsoft excel spread sheet (Debeka 2003)
The Research Report
―Results of the research can be described in short or in long reports Short reports are
appropriate when the problem is well defined is of limited scope and has a simple and
straightforward methodology Short reports are about five pages Long reports are of two
13
types Technical report is written for an audience of researchers And management report
written for the nontechnically oriented manager or client (Cooper Schindler 2003) This
paper is considered to be a tool for a managing director (dean) of the university who might
not have research background so the results of the research will be represented as managerial
report
14 The Research Plan
Research plan is needed to organize everything in a way that each stage would clearly
derive from the previous one It is a tool to control and follow up all procedures of research
project It starts off with stating objectives (primary and secondary) then problem analysis
(includes research problems questions hypotheses interconnection between objectives and
problem) Research design is next one It has four subsets (1) research methodology (how the
research will be made) (2) research techniques (methods and procedures for data gathering)
(3) sample design and selection (what is the size of sample is there any subsamples how you
will make sure that it is representative sample How the sample size was determined) The
fourth stage of research plan is proposed analysis (tabulation procedures cross-analysis
tabulations and their reasons type of statistical analysis) (Smith Albaum 2005)
15 Measurement
In marketing research measurement plays a key role Accurate measurement of variables
brings to right results and therefore to right management decisions The main goal of accurate
measurement is to characterize customers` attitude toward a product ―Researchers use the
measurement process by assigning either numbers or labels to (1) people`s thoughts feelings
behaviors and characteristics (2) the features or attributes of objects (3) the aspects of ideas
or (4) any type of phenomenon or event using specific rules to represent quantities andor
qualities of the factors being investigated For example to gather data that will offer insight
about people who shop for automobiles online (a marketing phenomenon) researcher collects
information on the demographic characteristics attitudes perceptions past online purchase
14
behaviors and other relevant factors associated with these people (Hair Bush Ortinau
2006)
Two of the primary criteria of evaluation in any measurement or observation are
Whether we are measuring what we intend to measure
Whether the same measurement process yields the same results
These two concepts are validity and reliability Reliability is concerned with questions of
stability and consistency - does the same measurement tool yield stable and consistent results
when repeated over time Validity refers to the extent we are measuring what we hope to
measure (and what we think we are measuring) To apply these concepts to social research
we want to use measurement tools that are both reliable and valid We want questions that
yield consistent responses when asked multiple times - this is reliability Similarly we want
questions that get accurate responses from respondents - this is validity (Smith Albaum
2005)
16 Designing Questionnaires
After determining established set of scale measurements it is the time to format them into
an instrument for collecting raw data from respondents The purpose of designing reliable
questionnaire is to collect high quality primary data which can be easily transformed into the
information for the manager The main principle in developing questionnaire is its logic
objective and consistent approach rather than creative way of questions development
Everyone understands that words go into questions and that questions go into questionnaires
but not everyone understands that writing questions does not give you a questionnaire (Hair
Bush Ortinau 2006)
During the procedure of formulating and asking questions response nonresponse errors
occur Nonresponse errors can occur due to the length of questionnaire or questions their
complexity or inclusion of personal questions To avoid such type of error it is necessary to
use innovative way of questions formulation by keeping them concise and in the same time
sufficient enough The next step is to shuffle up the formats of questions to keep interest of
respondent to answer Keeping respondent well informed about directions of each part of
questionnaire is also important Researcher should put emphasis on style and format of
questionnaire (font color of paper graphic attributes etc) The final aspect is numbering the
questions to help keep track for both researcher and respondent
15
Response error rise when the actual value of variable contradicts with one in the report
This error can rise from both sides researcher or respondent Respondent is considered as a
person who provides information through communication (interviews questionnaire) or
observation (researcher observe behavior of respondent) Response error though can occur
during one or both of those processes To verify reasons of errors researcher should analyze
steps in delivering information The first one is information formulation and the second is
information transfer Inaccuracy happens during formulation step and ambiguity during
information transfer to respondent (Smith Albaum 2005)
17 Inaccuracy
Inaccuracy as a cause of questionnaire design means that false report is obtained from the
attitudes preferences beliefs feelings of respondent Questions and scales must be used that
enable to get the whole picture of respondent perception on the matter rather than to get a
fragment of his perception Accuracy itself refers to the degree to which the data provide the
researcher with a description of the true state of affairs From this point ―questionnaire design
precision rise up which is the extent to which a questionnaire design can reproduce similar
results over repeated usages (Hair Bush Ortinau 2006)
There are two types of inaccuracies predictive and concurrent Former one is caused by
inaccurate intentions of researcher during problem formulation Concurrent inaccuracy
happens when respondent intentionally provides inaccurate information
Inability to respond and unwillingness to respond are the most common concurrent
inaccuracies Inability to respond happens when question is posed the way it is hard to answer
without certain actions of respondent (check look up some features of product in question)
These problems might occur if respondent does not remember product features questionnaire
is unrealistic badly designed or directed to improper person Also if construction of questions
is developed with misuse of words or general terms
―Unwillingness to respond deals with motivation of respondent Respondent will not
provide accurate or any information due to several costs One of them is time costs which
require respondent to spend time for questionnaire completion So if respondent is busy or
questionnaire is too long she would answer the questions as quick as she can without paying
attention to accuracy For this reason questionnaire section will contain this phrase ―Do you
16
have time now to answer questions or would you rather set a time when I could contact you
again
Second problem is perceived loss of prestige Some questions might influence prestige of
respondent and then he tends to answer in a way not to lose his prestige which leads to
inaccurate answer Examples of areas which involve prestige level is age income educational
level and job position The main key to solution of this problem is to ask for information
twice in different ways
Third area of questions that might bring to unwillingness to respond is invasion of privacy
If questions touch private information about respondent inaccuracy and nonresponse take
place Such area includes questions about family matters income and money attitude finance
respondent hygiene political views religion and etc In this case indirect questions can help
or in case of direct questions still have to placed they should be included in the end of
questionnaire (Smith Albaum 2005)
18 Ambiguity
Ambiguity is considered as errors in constructing written and oral words or behavior
Inaccuracy errors occur during the formulation of information whereas ambiguity errors
happen during transfer of information through communication or observation Unambiguous
situation is the one where researcher asks question and respondent answer based on the same
meaning of words In this case two phase process takes place When question interpreted by
respondent has the same meaning as it is in interpretation of researcher And answer by
respondent is understood the same way as by researcher (Smith Albaum 2005)
―The language of the questionnaire should approximate the level of understanding of the
respondents The choice of words will depend on their educational level the usage of terms
and idioms in the culture and the frames of reference of the respondents If some questions
are either not understood or are interpreted differently by the respondent the researcher will
obtain the wrong answers to the questions and responses will thus be biased Hence the
questions asked the language used and the wording should be appropriate to tap respondents`
attitudes perceptions and feelings (Sekaran Bougie 2009)
Also implicature is an issue related to ambiguity when researcher is using elliptical
sentences (starting with ―Why ―What ―How) and respondent fill in the missing content
17
by herself In standardized interviews respondent should interpret questions as he can which
leads to miscommunication and wrong results So conversational interviewing is when
researcher is trying to explain the meaning of question and not influence the answer (Smith
Albaum 2005) Interview refers to qualitative method to obtain data this study has
quantitative research so it becomes crucial to construct clear and concise questions For this
purpose there will be pretest of questionnaire research by giving out it to my friends and get
feedback Another way to track understanding level of respondent is to set sub questions in
questions which contain highest probability to mislead respondent By simply asking the level
of question comprehension (good or fair) researcher can identify the level of ambiguity in
answers and track those answers which are answered with ―good level of understanding
Question form and question wording has certain relationship to ambiguity
There are four questionanswer types
1 Free answer (open-ended text)
2 Dichotomous and multiple choice answers (select k of n)
3 Rank order answers
4 Constant sum answers
1 Free answer questions imply that respondent will give full answer to the question in his
own words This type of questions require respondent to have ability to express completely
and concisely That is why free answers have great extent of ambiguity during interpretation
process
2 Dichotomous and multiple choice answers are the most common in questionnaires
development General form for both of these answer types is selection of ―k optional answers
out of ―n available ―Select exactly 1 of n Answers is one of such type of answers This is
simple form where k=1 and n is up to researcher desire In dichotomous question options (n
values) range into two extremes (―Yes ―No ―In favor ―Not in favor ―BuyDo not buy
etc) Multiple choice answers are just an extension of dichotomous questions Multiple choice
questions may require selection of several ―k out of ―n possible answers or selection
unlimited amount of ―k answers out of given ―n options
3 Rank order answers allow to put gradation to answer options This type of answers
characterizes data on the most prevailing option and the one which has the least importance to
18
respondent Typical questions can include determining ranking of preferences first to last
most current to least current and etc The most common bias here is that first optional answer
in the question has more chances to be selected Also tied rankings may cause another
problem of data weakening When it is allowed to rank several answer options into one
ranking level it is impossible to determine results out of this answer For the efficiency
purposes maximum of answer options given in rank order questions vary from five to seven
If it is more than seven it is hard for respondent to identify clearly the right ranking order
4 Constant sum question is the form of ranking using allocation of one hundred percent to
the options containing reasons for the statement asked It can be options for the reasons of
company product purchase (Smith Albaum 2005)
Also to create a good questionnaire researcher should include ―positively and negatively
worded questions Instead of developing all questions positively it is better to mix them with
negatively worded questions to reduce the probability of mechanical filling the questionnaire
by respondent ―A respondent who is not particularly interested in completing the
questionnaire is more likely to stay involved and remain alert while answering the questions
when positively and negatively worded questions are interspersed in it For instance if the
respondent has circled 5 for a positively worded question such as ―I feel I have been able to
accomplish a number of different things in my job he cannot circle number 5 again to the
negatively worded question ―I do not feel I am very effective in my job hellip The use of
double negatives and excessive use of the words ―not and ―onl should be avoided in
negatively worded questions because they tend to confuse respondents (Sekaran Bougie
2009)
19 Hints to improve quality of questionnaire
A Neutrality and don`t know or no opinion
It is an option given to respondent to remain neutral to the question provided Once third
option is included researcher does not force respondent to answer and it makes questionnaire
more polite to respondent Based on the nature of the question researcher may include such
options like ―don`t know ―no opinion or ―not applicable ―Don`t know might be
attributed to question dealing with some facts whereas ―no opinion can be attributed to a
19
certain attitude of respondent If such type of option will be included it is important to
increase sample size because of increased probability for respondent to choose neutral answer
B Dichotomous questions
It is the easiest type of questions for respondents It is considered as a question with
average probability for being ambiguous But it has the lowest probability of being ambiguous
among free-answer questions and multiple-choice questions
C Multiple choice questions
The researcher has two options if she wants more detailed information in a certain
question It is to create multiple choice question or free-answer question Usually multiple
choice questions are more complex and longer than the other two (dichotomous and free-
answer) Ambiguity in such type of questions derives from inability to formulate mutually
exclusive alternatives Another reason for ambiguity is limitation of the chosen answer
Respondent should select only one option which most widely answers the question For this
reason researcher may offer to select as many options as respondent wishes There is a table
below which shows relative probability of ambiguity related to form of question
Table 1 ―Form of Question and Relative Probability of Ambiguity (Smith Albaum 2005)
D Question wording
Selection of right words plays important role in questions development So in wording
choose researcher should be extremely careful Ambiguity in wording has several sources
Question length
Respondent unfamiliarity with some words
Relative Probability of Ambiguity
Form of Question Question Answer
Free-answer Lowest Highest
Dichotomous Average Lowest
Multiple-choice Highest Average
20
Ambiguity of context
Two questions included in one sentence
Too broad questions
If questions are too long this will confuse respondent and affect data accuracy For this
reason researcher should keep questions concise and clear If some words in question are
unfamiliar to the respondent this will also lead to confusion and inability to provide right
information So in case of scientific wording in questionnaire and non-homogeneous
backgrounds of respondents low level of vocabulary should be used Also researcher should
verify whether questions imply only one matter in order not to mislead respondent Questions
that lack specificity should also be avoided Those questions are developed with general
words like ―how often for example
In general researcher must provide alternative question wording pretesting and
verification by observation In alternative question wording first have of sample group may
get options in one order and the second one in reverse order Once questionnaire is ready
pretesting is another good way to decrease ambiguity Only one concern here is to choose
relatively the same group of respondents as it will be in the real research By close
communication with respondent in pretesting step researcher can determine some troubles
misunderstandings arose during this step And last advice is verification by observation
Researcher can (where it is possible) verify answers of respondents by observing their actions
related to questions answered It is not the easy activity so only those questions will be
verified where it is possible to do so (Oppenheim 1992)
110 Sampling procedures in Marketing Research
―Sampling is a selection of small number elements from a larger defined target group of
elements and expecting that the information gathered from the small group will allow
judgments to be made about the larger group The main idea of sampling is that a decision is
based on the assumption that the smaller portion or sample is representative of the larger
population (Hair Bush Ortinau 2006)
There should be a strict order in defining sample for research
21
Chart 1 ―Defining Sample
Sampling procedure starts with defining of population Population is amount of units
(individuals legal entities households) which has one or more similar feature among each
other In order to specify population researcher should answer such questions as what kind of
units (elements of analysis) to be included where they reside or their origin and when
(dimension of units in terms of timeframe) Population should be defined as precisely as
possible At the moment of finalizing population definition investigator decides whether it is
necessary to investigate the whole amount of population (census) or a part of it (sample) The
choice depends on the size of population If the size of population is small census can be an
optimal option otherwise should be created sample
Sample design includes type of sample sampling unit and sample frame Majority of
samples are selected by choice of investigator as non-probabilistic method Where
investigator selects elements of sample in terms of convenience availability and own
judgment Researcher uses table or any other random selective device for the probable
method (Smith Albaum 2005)
Define population
Sample design
Sample size
Estimate costs of sampling
Census vs Sample
Execute sampling process
22
―Sampling unit is the basis of the actual sampling procedure It is that segment of the
population actually chosen by the sampling process The sampling unit may contain one or
more population elements That is these units may be individual elements or aggregates of
individual elements (Smith Albaum 2005)
Sample frame is considered as a list of elements of the population For instance it can be
list of characteristics of elements which are expected to pass the interview or fill out
questionnaire In a perfect case sample frame should determine each population element once
and should not include those elements which are not in the population criteria There several
options below of inaccurate sample framing process
Chart 2 ―Sample Framing Processes
A Incomplete
Sampling frame
B Too Comprehensive
C Combination
Sampling frame Population
Sampling frame Population
Population
23
There is also set of questions to ask during generation of sampling list
Does the list contain everyone in the survey population
Does the list include names of people who are not in the study population
How is the list maintained and updated
Are the same sample units included on the list more than once
Does the list contain other information that can be used to improve the survey
(Dillman 2000)
There are four traditional approaches for the determining sample size
1 Arbitrarily or judgmentally determined
2 Minimum cell size in analysis
3 Based on budget
There are two types of costs in sampling process fixed and variable Fixed costs are those
which are determined and constant Variable costs depend on the volume of study being
conducted The dashed line in the upper graph shows interrelation between costs and sample
design If costs are too high researcher reconsiders sample design or sample size
The last step is actual choice of sample There are two main criteria for this process
sample must be adequate and representative For the sample being representative means that it
reflects overall characteristics of the whole population Adequacy is sought in sufficient
amount of elements selected to provide stable results Also there are two types of sampling
designs probability and non-probability samples Non-probability sampling differs from
probability sampling on the basis that in non-probability sampling the sample elements do
not have a known nonzero chance of being selected for the sample In probability sampling
each element has a known and equal probability of selection This study incorporates
probability design because there are no any predisposed respondents (Smith Albaum 2005)
111 Editing Coding and Descriptive Analysis
―Completed questionnaires or other measurement instruments must be edited coded
entered into a data set for processing by computer and carefully analyzed before their
complete meanings and implications can be understood (Smith Albaum 2005)
24
The main reason for this process is converting data obtained into information which will
provide inferences and answers to research question A certain sequence is needed to perform
successful data analysis In short there should be definition of response categories at first
then editing and coding and at last tabulation All these three steps will be implemented in the
practical part
112 Research Errors
In any research errors will occur so management of errors must apply Errors can arise in
any stage of marketing process from problem formulation to report development It is a goal
of investigator to minimize those errors The value of total error is comprised of sampling
error plus non-sampling error Sampling error (usually called as random sampling error) is the
difference between planned sample and the list of interviewees it is formed Non-sampling
errors are those which are not related to the sample itself Usually non-sampling errors related
to sort of bias as the difference between the true value of that which is being measured and the
average value derived from a number of independent measurements of it There are eight
major types of errors
Population specification ndash difference between required population and population
chosen When researcher chooses inappropriate population for the data collection
Sampling difference between required sample and the one that has been selected
When sample does not represent the population selected by using probability sampling
method
Selection error usually occurs when researcher pick up respondents whom she knows
who is more pleasant in general who is easily reached This tendency deviates real
population selected
Frame error Sample frame is a set of representatives of population who relate to
required sample The frame error occurs when elements which are not in the sample
group are investigated
Nonresponse error occurs when all members of the sample cannot be reached or they
refuse to respond
Surrogate information error occurs when investigator is unable to obtain responses and
replace it with proxy answers leading to surrogate information
25
Measurement error occurs in several stages of research transmittal response analysis
In general researcher represents information that he wants rather the real one
Experimental error When investigator is measuring the influence of independent
variables on dependent one while controlling extraneous variables (Smith Albaum
2005)
2 PRACTICAL PART
21 Marketing Research Process Applied
For this study it has been identified that the problem of current situation in MU is its
inability to attract more international students
Problem Formulation Prospective students do not choose MU for degree obtainment
Research goal To identify ways on how to increase studentslsquo inflow into MU by means of
detecting general preferences of MU customers (prospective students and current students)
Research questions
Based on the study of 7P approach made by Jonathan Ivy one research question arises
1 On what element of marketing mix students relied more when choosing MU ―People
―Physical evidence or ―Processes
From another study made by Hsuan-Fu Ho and Chia-Chi Hung second research question
arises
2 Does the possibility of domestic market employability after graduation plays the key role
for choosing MU
26
Method of Inquiry
As been mentioned in the theoretical part the first step in method of inquiry is observation
and description of a phenomenon or a group of related phenomena This step is known for its
qualitative methods of applicability
Have been studying for almost two years in MU and communicating with dozens of
international students I found several aspects to consider for MU attractiveness improvement
Students who stay longer than a semester differ from those who came just for one semester
under Erasmus exchange program This research deals with the first category of students and
for them it is important to have more frequent university-student correspondence Keeping the
fact that education process in Masaryk university different and complicated in terms of
Information Technology (student information system is very confusing with no English
version of some pages) there should be prepared an orientation seminars on how to effectively
use all university premises and surrounding city facilities It can be easily done with the help
of International Students Club which has excellent image among such clubs in Europe There
is orientation week for students but from the students point of view is more prepared to make
things done (like ISIC card issue register to information system) rather than providing
students with tools on how to achieve what they need to This can easily be done by
information system additional applications of city university map student forums and
discussion groups The information system should be done in more client friendly way with
good English translation of the web pages
This work would not include any hypothesis because of the chosen research design ndash
explorative
Research Methodology
In this will be applied nonexperimental method because of objectivity purposes There is
high risk of mislead and misinterpretation to the respondent which will affect the survey
results
Question number 1 2 3 in the survey (can be found in appendix of this work) was
included for the reason to find additional information from prospective students who intend to
continue their study Question number 11 gives idea on the effective media channel that
students got information from Question number 12 and 13 will help to summarize general
student opinion on MU and find some deviations from the rest of the questions
27
Below are the questions in the survey which relate to research question number 1 ―On what
element of marketing mix students relied more when choosing MU ―People ―Physical
evidence or ―Processes
Question number 4 6 7 was adopted from literature source (Jonathan Ivy 2008) of
theoretical part This question identifies the level of ―Processes element of marketing mix
Question number 5 based on the same literature source was adopted to verify another element
of marketing mix ndash ―People Question 8 uncovers the level of third element ―Physical
evidence Question number 10 encompasses all three elements to double check the main
criteria that students choose or consider MU to study
Below are questions in the survey which relate to research question number 2 ―Does the
possibility of domestic market employability after graduation plays the key role for choosing
MU
Questions number 14 and 15 will help to identify the level of studentslsquo motivation to enter
MU for the reason of higher chance of employability after graduation These questions were
adopted from literature source provided by Hsuan-Fu Ho and Chia-Chi Hung
Question number 9 relates to both research questions because it covers the scale of
significant factors that might affect student to choose MU
Research Design
The study entitled ―Quantitative Marketing Research attempts to accumulate the sequence
of procedures to conduct successful marketing research It has been chosen to use quantitative
research for the reason that study aims to find out the answer of a research questions through
numerical evidence This method enables researcher to gather existing information and data
regarding interrelationship between low rate of students registration to MU The study will
help to answer on two research questions posed in this work
Selection of data collection techniques
The study incorporates two techniques of data collection secondary and primary
collection Secondary information reveals current situation of HE marketing worldwide and
primary information helps to find the match up for solution of MU problem and secondary
information findings
28
Sample design
Researcher uses probability sample design with quantity of respondents equal to 26
Data collection
For study purposes data will be collected by giving out questionnaires to current and
prospective students who study or intend to study in English in MU Hard copy questionnaires
will be collected after respondents finish answering them Total collected questionnaires
amount to 26
Research errors
Population Specification error is mastered by questioning potential respondent whether
shehe studies in English Sampling difference researcher will overcome by keeping the
highest level of variety of respondents (by country of origin) Selection error is out of the
matter because researcher is not introduced to the majority of students studying in English
Nonresponse error may occur for the further purposes of the research respondents would be
asked the reasons for rejecting to fill out questionnaire The same procedure is for the
surrogate information ndash if researcher will not be able to get answers from respondents they
will be asked about the reason of rejection
22 Analysis and interpretation of data
Secondary and Primary data is analyzed and interpreted in section 23 and 24 below
23 Secondary data
Marketing communication of universities
As has been mentioned previously in this work the best option to collect relevant primary
data is to rely first on secondary information and then delve down in certain aspects by
collecting primary information In this item it will be explained what has been done in
marketing communication of universities around the world This part will also cover the
question of what communication strategies and tools the international universities use to
attract their students
29
From the first finding to start universities all over the world practicing advertising
campaigns with such words as ―Internationally renowned Award winning Prestigious
Proud history Career oriented etc But not all the time these sparkling words are real truth
―Does it actually matter whether a university has ―tradition if its current practice is poor
Does it matter if a university is ―internationally renowned if the particular course that is
being considered is known to be badly operated by local standards Does it really matter if a
university has ―a proud history if the present isnlsquot very good (Dr DJ Toncich2008)
Australian professor Dr DJ Toncich in 2008 published a book ―Study and Learning in
the Australian University System where he clearly stated various forms of
Marketing in universities of Australia ―The most common example of universities selling the
sizzle rather than the sausage appears in areas such as science engineering and architecture
where potential students are bombarded with glamorous images of spacecraft sky-scraper
buildings nuclear reactors and so on There are different ways how universities attract their
students There is a table provided by Dr DJ Toncich which explains the ways on how to
promote different parts of university image
Table 2 ―Ways on how to promote elements of university image
30
A ―Tool is a part of company (university in this case) image which should be promoted
And ―Vehicle is the way part of the image can be promoted ―Some key points to note are
that the mass media outlets (newspaper television and radio) having the broadest audience
are generally reserved for ―big picture marketing including the universitylsquos brand and
confidencereinforcement strategies Self-evidently promoting to the broadest audience is the
most costly way of getting a message out so the message needs to be simple and clear The
more specialized the audience however the more detailed the information ndash for example
university course guides and handbooks have the most specific audience and subsequently
the highest level of information density In these vehicles there is generally less content
related to the big picture issues of confidence and brand (Dr DJ Toncich 2008)
Nguyen amp Le Blanc (2001) focused on the image and reputation of the institution and
referred to the crucial role these factors played in the development of market positioning ndash
they drew on the well established concepts and theories in business sector marketing for their
study Bonsardi amp Ekwulugo (2003) who claimed that ―a centrally important principle of
marketing is that all marketing activities should be geared towards the customer also relied
on the literature used in business sector marketing and applied it to the context of higher
education
Branding is important for university to stand out in the market In ―ConnectEd
Symposium for the marketing of Higher Education (Chicago November 2011) Rich Lyons
(Dean Haas School of Business University of California Berkley) argued that
―What passes for branding in higher education is often nothing more than a catchy slogan
and logo Branding projects in universities sometimes evoke hostility indifference or bothmdash
or raise the question of why a good school would need to be so concerned about its image that
it would resort to ―corporate measures But when branding reaches deep to magnify a
schoollsquos differentiation and its core essence the result can be a powerful boost on multiple
dimensionsmdashstudent recruitment alumni interest fund raising media interest and so on And
it can resonate with key audiences emotionally to align what the school does with their
passion to change the world Dean Rich Lyons has led the Haas School of Business at UC
Berkeley in branding the school based on codifying its distinctive culture driving that culture
through its business processes and reforming its curriculum to produce a particular type of
leadermdasha path-bending leader The process is lengthy difficult and risks are high Learn why
the rewards of an authentic brand are worth the effort
31
According to this speech strong brand is coming from the culture of interaction among
students and all university staff Mainly students and professors should clearly understand
what matters mostly attracted them in chosen university (values believes attitudes etc should
match up with student`s)
Another aspect for university marketing start up procedure is reposition communications
as a strategic function in a more proactive attitude This matter has been covered by Dr Mark
Putnam President Central College IA in his article ―Do you drive the agenda or go along for
the ride In this article author ―sought to change the view of the marketing and
communications team from customer service providers to strategists He set a good example
with presidential blog using it to elevate the level of discourse at Central Putnam has a track
record for this kind of change management As senior vice president at Northeastern
University (Boston) he worked with the communications team to educate the university about
the strategic role of marketing and branding He comes by this perspective naturally (Dr
Mark Putnam 2011)
To improve university technical tools in attracting students mobile marketing is a great
way ―Mobile marketing brings challenges and opportunities to higher education when scarce
resources limit the ability to add new technologies and techniques to communication plans
We examine the mobile marketing landscape in search of whats most relevant to higher
education today with special attention to student recruitment and brand strength Areas
covered include site design for best task completion writing right for mobile sites monitoring
web analytics and integrating with traditional and social media websites (Bob Johnson
2011)
Another technical tool is digital video clips ―Video in its many forms is becoming a
major factor in our collective lives (80 million hours of video loaded to YouTube every
minute for example) As digital storytelling it is also being used in a variety of ways to build
brand equity with internal and external audiences Outcomes will be a better awareness of the
current trends in using video as a brand building tool and a field guide for teaching others
within the organization to make powerful digital stories Im currently using the workshop at
the UW to train students who will study abroad to make and distribute good quality video
about their experiences (Harry Hayward 2011) In case of brand building using video
assistance viral marketing campaign might work And the last idea which will increase
university profit is web site analytics ―The website is not only a conduit for most of your
marketing efforts todaymdashitlsquos also an incredible tool for measurement and marketing analysis
32
With web analytics you can better quantify the impact of your marketing campaigns improve
the effectiveness of your website segment visitors for micro-marketing efforts and generate
valuable marketing intelligence (Bruce Snyder 2011)
Marketing is the process of customer identification (needs views preferences financial
possibility to buy certain product) This task will be done through primary information
analysis Another task in marketing is development of ―analytics-driven approach to help to
reach a targeted student through search engines mobile smartphones text messaging email
newsletters and social media (Higher Education Marketing Company) This company has a
straight and logic view on marketing process in university which provides a wide scope of
services Google Analytics Search Engine Optimization Pay Per Click Marketing Social
Media Marketing Google Maps amp Local Search Web Design amp Development Mobile
Marketing Short Message Service (SMS) Another very effective tool is SEO (search engine
optimization) which allows embedding into the company website option for the most
important (most likely needed) words phrases while creating company web pages This set of
words with high possibility that potential customer will dial up will give opportunity for the
company website to pop up in the top list of the search engine (Google chrome yahoo etc)
Under research problem ndash low enrollment of students the researcher should look for the
findings of other studies relevant to this study problem The questions to start with are ―What
factors in university marketing practices are missing to achieve constant enrollment growth
―Is there any interrelationship of those factors and university attractiveness growth
One of the studies has been conducted among students registered state subsidized
universities in South Africa The purpose of this paper was to present a new marketing mix
based on MBA studentslsquo attitudes and opinions towards the marketing initiatives of business
schools in South Africa The findings of this study revealed showed seven quite distinct
underlying factors in the marketing activities of these business schools some covering the
same elements of the traditional marketing mix people promotion and price There were
however four different elements programme prominence prospectus and premiums ―The
marketing mix is a set of controllable marketing tools that an institution uses to produce the
response it wants from its various target markets It consists of everything that the university
can do to influence the demand for the services that its offers Tangible products have
traditionally used a 4Ps model the services sector on the other hand uses a 7P approach in
order to satisfy the needs of the service providerlsquos customers product price place
promotion people physical facilities and processes The product is what is being sold It is
33
more than a simple set of tangible features it is a complex bundle of benefits that satisfy
customer needs The price element of the services marketing mix is dominated by what is
being charged for the degree or tuition fees that are required to enroll at the university Place
is the distribution method that the university adopts to provide the tuition to its market in a
manner that meets if not exceeds student expectations Promotion encompasses all the tools
that universities can use to provide the market with information on its offerings advertising
publicity public relations and sales promotional efforts (Jonathan Ivy 2008) This traditional
model encompasses tools which deal with tangible products In case of university it provides
intangible product which needs more tools for promotion Fifth tool is people who are
considered as a staff in university (academic administrative and support staff) To have a
prominent image university should have teaching staff reputations PhD holders Professorial
title holders Also administrative staff can also play an important role to attain prospective
students by simply providing professional phone call inquiry
The newest addition to the marketing mix is physical evidence and processes Physical
evidence is attributed to internal and external appearance of the entity (from teaching
materials to facade of the building and lecture rooms) ―Processes are all the administrative
and bureaucratic functions of the university from the handling of enquiries to registration
from course evaluation to examinations from result dissemination to graduation to name but
a few During the period that the student is registered processes need to be set in motion to
ensure that the student registers for the correct courses has marks or grades correctly
calculated and entered against the studentlsquos name and is ultimately awarded the correct
qualification While this might seem quite straight forward there are numerous other
processes that need to be implemented concurrently (with the finance system
accommodation time tabling and the library) to ensure the highest level of student
satisfaction The findings of this research suggest that the traditional 4- 5- and indeed 7P
marketing services marketing mix may not be the best way to approach the marketing of
MBA programs in South Africa Using principal components factor analysis on 25 commonly
used marketing tools indicates that four new distinctive and independent elements exist along
with three elements from the traditional marketing mix (Jonathan Ivy 2008) The most
important element from the marketing mix was ―program element (the range of electives in
the degree choice of majors) The second was ―prominence of the degree (academic staff
reputations position on league tables or MBA reviews in the popular press) The traditional
promotions element of the marketing mix was split into two areas standard mass media
34
advertising and hard copy promotional materials such as the university prospectus and direct
mail posted to prospective students called ―prospectus in the MBA marketing mix The
price element is dominated by flexible payment of tuition fees which means that students are
price sensitive and looking for payment flexibility The people element has had a small
modification with face-to-face teaching being included along with personal contact with
graduates and open day attendance The final element of the new marketing mix is called
premiums This is a diverse element of the mix which included accommodation the number
of modules in the degree student exchange programmes university computer facilities and
class sizes While this element was considered the least important of the marketing tools not
offering some of these items could seriously damage the recruitment prospects of a business
school Indeed some items would be considered a standard offering of a university and
expected by a student without further consideration or evaluation (Jonathan Ivy 2008)
So from this study researcher may answer on the posed questions before There is indeed
some other factors out of the standard marketing mix which in this case (higher education
marketing) play a key role In order to finally apply those factors into the practical
implementation researcher should check whether all of those factors remain important for
MU For this purpose primary data should be collected by creating questionnaire which
includes new marketing mix tools
Another study conducted in the realm of marketing communications in Taiwan includes
other findings The purpose of this study was to examine how a graduate institute at National
Chiayi University (NCYU) by using a model that integrates analytic hierarchy process
cluster analysis and correspondence analysis can develop effective marketing strategies
This research revealed that even though universities and colleges in Taiwan have
increasingly realized the importance of having sound marketing strategies to stay competitive
they have concentrated their marketing strategies on promotion ndash advertising tuition
reduction scholarships etc This trend has often obscured the fact that marketing should be
based on customer needs with better efforts made to fulfill these needs Although market
segmentation and positioning enable marketers and institutional planners in higher education
to understand customer needs and to visualize institutional advantages in relation to their
competitorslsquo positions these are relatively new endeavors in educational marketing in
Taiwan
The results display that the five most important factors for studentslsquo school selection
were employability curriculum academic reputation faculty and research environment
35
Students perceived NCYU to be strongly associated with lower tuition fewer entrance-exam
subjects lower entrance-exam pass rates and easier graduation requirements (Hsuan-Fu Ho
Chia-Chi Hung 2008)
In order to verify whether such criteria are also indisputable preconditions for choosing
MU as a potential tertiary institution they should be included into the study questionnaire
As we can see that in secondary information there are many ways on how to improve
university standing and how to reach a customer But this information does not give us the
picture of Masaryk University customer why she chose MU what were the preferences to
choose it where she first time got to know about it and etc That is why for this part ndash to get
the picture of MU customer from primary data collection and then apply appropriate tools that
have been mentioned before would be a good combination for a successful marketing
campaign
24 Primary data
For the purpose of this study ndash increase MU attractiveness primary data has been
collected Researcher developed questionnaire which consists of 15 questions and randomly
gave out to international students The main goal of this questionnaire is to answer two
research questions set by researcher
1 On what element of marketing mix students relied more when choosing MU ―People
―Physical evidence or ―Processes
2 Does the possibility of domestic market employability after graduation plays the key role
for choosing MU
These two research questions will help to get a clue on how specifically to improve
attractiveness of MU
Data is analyzed by using excel Microsoft office application with support of various graphs
and tables It has been calculated that majority of respondents are current students in MU
which gives more in depth data describing university attractiveness
36
Graph 1 ―Identification of students` status
It is 62 of respondents stated that they are currently study in MU This will bring more in
depth data from the survey
Specializations have wider split up with two major elements Informatics and Medicine
amount to 32 and 27 accordingly Unfortunately there are no any students from sport
faculty As it has been mentioned respondents were chosen randomly so it can be obvious
that there is big amount of students studying or intend to study medicine and informatics
Graph 2 ―Identification variability of specializations
37
Country of origin table shows that students from Slovakia have majority Probably
because of country and national closeness to Czech Republic The second biggest majority is
students from United Kindom after them students from Russia and Hungary
Graph 3 ―Country of origin split up
Question number 4 relates to first research question (On what element of marketing mix
students relied more when choosing MU ―People ―Physical evidence or ―Processes)
which specifies the level of ―Process element in MU In general the level of handling phone
callemail is acceptable with 14 respondents answered as completely sufficient or completely
sufficient with additional information This shows that majority of students are satisfied with
first impression of contacting MU
38
Chart 3 ―Level of handling callemail inquiry
Question number 5 explains another element in first research question which is ―People It
is evident that for majority of students academic experience is the most important to know
about professors professionalism But it is also a big quantity of those who did not analyze
any information Five students responded that work experience in business sphere is a key
criteria to choose MU
Chart 4 ―Criteria for identifying professionalism of university teaching staff
The ―Process element is evaluated in question number six which explains the level of
administrative and bureaucratic functions in MU on the matter of convenience and usage
Number of courses
teachers offer
Quantity of
publication of
teachers
Work experience
in business sphere Academic
Experience Professional
title in
business
I didn`t analyze
any information
about academic
staff in MU
39
Chart 5 ―Convenience
On the chart it is shown that students rate these functions as convenient with only several
students who perceive it as rather inconvenient On the ―Usage chart it has also positive
trend representing that MU administrative and bureaucratic process is highly useful
Chart 6 ―Usage
Question number seven explains third element ―Physical evidence In graph below it is
obvious that majority of students do not check this element while choosing MU
40
Graph 4 ―Identification of processes element
69 replied negatively and 31 positively which means that this factor does not play a
key role in selecting university Majority of students rate MU facilities as comfortable It is
shown in the table below that eleven students rate facilities as good
Chart 7 ―Identification of physical evidence element
Question number nine encompasses several criteria which were taken from two elements of
marketing mix ―People and ―Physical evidence and some were not from this marketing
mix like ―ability to get employment in home country ―worldwide acceptable diploma
These two factors were taken from the second research question ―Does the possibility of
41
domestic market employability after graduation plays the key role for choosing MU Results
showed that students highly value ―ability to get employment in home country (16
respondents gave highest score) Also highly rated MU diploma as worldwide acceptable (15
respondents gave the highest score) Also for respondents it is important (with lower grading
score ndash ―4) ―Strong academic staff and ―Excellent laboratory facilities
Chart 8 ―MU criteria
Question number 10 includes set of common services that university provides to students
This question helps to understand what services MU provides sufficiently to students Results
showed that sufficient services that MU provides are almost all which have been mentioned in
the options list Only ―Small class sizes do not meet big majority expectations
a Ability to get
employment in home
country
b Strong
academic staff
d Library
facilities
c Excellent
laboratory
facilities
e Worldwide
acceptable diploma
42
Chart 9 ―MU services
Interesting results gave to the researcher questions number 11 which shows that mostly
students got to know about MU from internet search engines and from relativeslsquo advice
Graph 5 ―Media channel of MU
Question number 12 and 13 give overall satisfaction level with MU Question number 12
has been adopted from theoretical part which asks whether student is ready to enter university
again if heshe would have the same opportunity Question number 13 is double-checking this
statement Results are showing that majority of respondents would enter MU again and they
are satisfied with overall MU educational service
Reasonable
accommodation
Exchange
programs
Number of
modules
Small class
sizes
Internship
possibility
Research
environment Faculty
43
Graph 6 ―Choosing MU
Graph 7 ―General satisfaction of MU
Although researcher might observe big quantity of students who are relactant to answer
Graph derived from question 12 shows that half of respondents do not have such a strong
feeling to reenter MU The same situation is in general satisfaction of MU where 38
remained neutral
The last two questions deal with second research question And here results are varied
Graph 8 derived from question 14 depicts that MU degree is not that helpful for getting the
job back in home country Only 23 answered that degree surely will help to get a high paid
44
position 38 replied as ―probably yes 35 answered as ―not sure and 4 answered
―probably not So around 61 of respondents feel positive about successful employment
back home the rest are not that confident
Graph 8 ―Employability element
Graph 9 ―Employability element second question
If respondents replied positively on 14th
question then they were asked to state the reason
for this As it can be seen above high standard European education is playing a key role for
successful employment Also the rest of options have high scores too
45
RESEARCH REPORT
In the purpose of survey it was essential to understand which of three elements in
marketing mix (―People ―Processes and ―Physical evidence) students rely more and
therefore less while choosing MU According to study made in South Africa by Jonathan Ivy
there are seven elements in marketing mix which all equally important for improving
company attractiveness in service business Researcher of this study picked three out of
seven because they more closely respond to actual service oriented company The rest four
elements (product price promotion place) were existing before as traditional marketing mix
for all types of businesses So the element ―Processes uncovers with questions number 4 and
6 From the graphs it is obvious that students are satisfied with this marketing mix This gives
university strong point in attracting students Call email handling Information system
functionality and other bureaucratic functions work sufficiently well 22 students rated
callemail handling as positive Usage and convenience of different MU functional processes
are also positively appreciated with 13 students for convenience and 15 for usefulness From
this data it can be clearly stated that students do rely on effective functions of MU
Element ―People is identified in questions 5 9 and 10 Question 5 gives information that
students do not mainly rely on ―People element while choosing MU 9 students did not
analyze any information about professionalism of university teaching staff Meanwhile the
main factor on what students pay attention is academic experience of teachers But answers
for the questions 9 and 10 gives a tendency that students do rate criteria ―Professionalism of
teachers high but actually they give lower score for this actual criteria in question number
10 In question number 5 students chose different aspects of professionalism of teachers as a
criteria to enter MU Total score for professionalism aspects is 4+4+5+10+4=27 Also in
question number 9 criteria ―strong academic staff accumulates 17 points (it is taken only 4
and 5 levels of importance) But in question number 10 only students give only ten points for
―faculty as a sufficient service provided by MU It can be assumed that students had higher
expectation before entering into university that they have got
Element ―Physical evidence is seen as not important for respondents Graph for question
number 7 shows that 69 of students did not check elements of ―Physical evidence Also
majority of students rate university facilities as ―Good with opportunity to select ―Excellent
46
status (in question number 8) On the other hand students rate university accommodation and
research environment as high enough (question number 10) It can be concluded that during
the process of choosing university students do not rely heavily on ―Physical evidence But
they did get reasonable service in ―Physical evidence while studying in MU
Second research question states ―Does the possibility of domestic market employability
after graduation plays the key role for choosing MU After analysis of relevant graphs and
tables it became clear that this factor (possibility to get employed) is very important for
students So question number 9 gets the highest score (16) for criteria in choosing MU ndash
―ability to get employment in home country and also high score for ―worldwide acceptable
diploma Even though students rate possibility to get employed as the highest criteria to
enter MU 39 of students are not sure or don not think they will obtain high paid job back
home Here is the point to work for MU administration Students rely on high standard
European education and English language education as a key criterion for being confident in
getting well paid job (question number 15)
The data analysis process constitutes the following
1 MU has convenient and useful bureaucratic functions which are considered as a strong
point in delivering knowledge without obstacles It is difficult to identify the level of
―processes in organization but some points can be highlighted in promotion materials It can
be description of functionality of Information System or description of easy courses
registration
2 Element ―People has deviation in what is expected and what is delivered Students
have a bit higher expectations on the level of teaching staff experience and competence It is
recommended to do a deeper research on the reasons for this deviation But for now it can be
decided to arrange seminars or trainings for teacher to improve their marketing knowledge
and explain commercial tendency in market of high education
3 University ―Physical evidence is has strong rate of sufficiency The only problem that
students do not feel need to pay attention on this element Here MU administration should put
accent on Including pictures of libraries with free Wi-fi canteens computer labs which have
good and pleasant conditions
4 The most important criteria for students to choose MU is high possibility to get
employed at home But this perspective lacks consistency because there is significant amount
of students who remain uncertain in the future employability This gap can be solved by
successful decision making of three elements above ―People ―Processes and ―Physical
47
evidence But it is recommended to conduct further survey questioning the reasons of
students` uncertainty in future employability Maybe the reason is not related to some weak
points in marketing mix but the problem in home countries itself (political instability
nepotism etc)
To sum up the general situation in four factors mentioned above ―processes should be
promoted to international students as a smooth tool in obtaining degree ―people should go
through training on how to deliver lecture in contemporary commercial world of high
education market ―physical evidence should be mentioned in promotion of MU ―student
employability will be interrelated with ―people plus MU has to install closer relationship
with international companies (internships provision seminars with company representatives
professional lectures from leading companies etc)
Secondary information has also a great help in increasing university attractiveness
Viral marketing can be applied to MU because question number 11 shows that internet search
engine is a key tool how students found about MU There is a video of experience Brno life
among Erasmus Students which can be remade as a good promotion video of student life on
campus For Masaryk University very effective tool will be Google Analytics giving a wide
scope of techniques on how to track differentiate and analyze visitors ―Google Analytics is
the enterprise-class web analytics solution that gives rich insights into the website traffic and
marketing effectiveness Powerful flexible and easy-to-use features now give opportunity to
see and analyze your traffic data in an entirely new way With Google Analytics it is easier to
write better-targeted ads strengthen marketing initiatives and create higher converting
websites (Google Analytics website)
In general MU marketing politics should involve techniques mentioned by Jarvis J in his
book ―What Would Google Do Companies must learn that they are better off when they
cede control to their customers Give us control we will use it and you will win
Also it is important to read blogs There are search engines for blogs like Technorati
Icerocket Google Bloglines Pub-sub where MU marketing officials can search for MU
discussion groups or some topics
MU officials should constantly maintain ―conversation with current students It is a good
idea to start communication with those bloggers who care enough to talk about MU products
and service and brand The least MU officials can do is engage them and join the
conversation Even further step can be done Ask consumers what they think MU
48
administration should do MU will end up with better products and do a better job selling
them to more satisfied customers who can even help each other if MU officials let them
Next it will be effective to start university blog where students openly and forthrightly
share the problems and the solutions as they occur There is no reason why a university dean
should not open a direct conversation with the public That will do more to change the
culturemdashto finally make it customer-focused and mean itmdashthan a dozen consultants a
hundred off- sites or a million ad impressions
During of development process of some programs or anything in university it is better to
involve students in this process also
The last but not the least is links on the website of MU There are three links on the ESF
faculty One of them is ―Review of economic perspectives ―call for papers and Citi Bank
banner There should be more links to Headhunters conferences industry associations
current job opportunities etc This gives website alive image and helpful time spending
49
CONCLUSION
This study has been conducted in favor of future Masaryk University prosperity in the
current commercial world Researcher had a strong motivation to give helpful secondary and
primary information which will foster university educational process in the frames of
contemporary world
Of course any research comes up with further recommendations to analyze questionable
matters in results obtained Researcher believes that this work is just another step to constant
need of self-improvement
Researcher advices to put more accent on IT support to promote university image and
therefore increate its attractiveness (Harry Hayward 2011) mentioned that 80 million hours
of video loaded to YouTube every minute So there is high potential for promotion Viral
video of MU will hit several aspects of university improvement brand product suite
differentiation lifestyle according to Dr DJToncich Apart of that it is recommended to
build system of values believes and attitudes among students and university staff and
promote this in the future According to Dr Mark Putman it is essential nowadays to educate
university staff about strategic role of marketing and branding Website analytics would be
useful for measurement and marketing analysis Search optimization engine is another tool on
how to maintain university webpage in the top 10 results in Google chrome or other web
search engines On YouTube there is option to post advertisement of a company only in the
videos which are related to the sphere of products or services company offer So MU might
sign a contract of including its advertisement on videos which has key words as ―education
―high ―in English etc
According to primary data obtained it is obvious that several aspects in MU marketing
mix do not match high criteria among students Once one factor ―People would be solved
through trainings and constant updating knowledge of personnel another interrelated problem
will be offset ndash ―Employability But there is no any research done on interdependence of
these two factors so for further analysis of situation another research should be taken The
main purpose of this research would be identification of cause and effect linkages between
50
―People ―Employability and other factors which influence studentslsquo ability to get high paid
job back home And there are a lot of those factors starting from political situation in the
country to the level of corruption and nepotism
MU has potential to improve its educational process as we do the students because we are
the main customers for our university But one thing should not be forgotten and it is
companies which have strong notion about reality in one or another specialization That is
why my last advice for Masaryk University is to appeal as a liaison entity between students
and companies
51
REFERENCES
Barabba Vincent P Zaltman Gerald 1991 ―Hearing the Voice of the Market Competitive
Advantage Through Creative Use of Market Information Chapter 5
Conway Tony Stephen Mackay David Yorke (1994) Strategic Planning in Higher
Education Who Are the Customers International Journal of Educational Management
Vol 8 Iss 6 pp29 ndash 36
Cooper Donald R Schindler Pamela S 2003 ―Business research methods 8th ed
Dillman Don A 2000 ―Mail and Internet Surveys The Tailored Design Method 2nd
Edition New York
Dekeba Alemayehu 2003 ―Basic of Marketing Research Methods
URL httpwwwglobuszcomebooksMarketingResearchindexhtm
Hemsley-Brown JV and Oplatka I2006 Universities in a competitive global marketplace
a systematic review of the literature on higher education marketinglsquo International Journal
of Public Sector Management Vol 19 No 4 pp 316-338
Harry Hayward ―The power of digital storytelling 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Hair Joseph F - Bush Robert P - Ortinau David J ―Marketing research within a changing
information environment 3rd ed2006
Hsuan-Fu Ho Chia-Chi Hung Marketing mix formulation for higher education An
integrated analysis employing analytic hierarchy process cluster analysis and
correspondence analysis International Journal of Educational Management Vol 2 Iss
4 2008
Jarowski Ajay K Kohli and Arvind Sahay 2000 ―Market ndash Driven Versus Driving
Markets Journal of the Academy of Marketing Science 45-54
Johnson Bob ―Mobile marketing in higher education getting ready for 1012 and beyond
2011
URLhttpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Jarvis J ―What Would Google Do Adobe Acrobat eBook Reader 2008
52
Jonathan Ivy A new higher education marketing mix the 7Ps for MBA marketing
International Journal of Educational Management Vol 22 Iss 4 2008
Kotler Philip Fox Karen FA 1985 Strategic Marketing for Educational Institutions
Mora Michaela ―What Is Statistical Significance 2011
URL httprelevantinsightscomtagsample-size
Nha Nguyen Gaston LeBlanc 2001 Image and Reputation of Higher Education Institutions
in Studentslsquo Retention Decisions International Journal of Educational Management
Vol 15 Iss 6
URL httpwwwemeraldinsightcomjournalshtmarticleid=838798amp
Oppenheim ldquoQuestionnaire Design Interviewing and Attitude Measurementrdquo 1992
Oud Jacqueline 2004 ―Market research versus marketing research
Pimpa Nattavud 2003 ―Internationalization and trade in higher education opportunities and
challenges
Putnam Mark ―Do you drive the agenda or go along for the ride 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Rakhee Vyas Anne L Souchon 2003 Symbolic Use of Export Information A
Multidisciplinary Approach to Conceptual Development and Key Consequences
International Marketing Review Vol 20 Iss 1 pp67 ndash 94
URL httpwwwemeraldinsightcomjournalshtmarticleid=855530
Rich Lyons ―Authentic branding how creating a school brand with culture and curriculum
just might help save us 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Robert S Michael ―Inquiry amp Scientific Method 2002
URL httpwwwindianaedu~educy520sec5982week_1inquiry_sci_method02pdf
Rodriguez G ―5 Questions to Help You Understand Your Customer 2004
URL httpwwwpowerhomebizcomvol146customerhtm
Sekaran Uma Bougie Johan Roger Gisbert2009 ―Research Methods for Business a Skill
Building Approach 5th ed
Singleton Royce A Jr and Bruce C Straits 1999 Approaches to Social Research (3rd
Edition) New York Oxford University Press
Smith Scott M Albaum Gerald S 2005 ―Fundamentals of Marketing Research
Snyder Bruce ―Maximizing the power of web analytics 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Toncich ―Study and Learning in the Australian University System
53
URL httpwwwdoctorteenetfilesunibook04_ppdf
WEBSITES
Experiment-Resourcescom ―Comparing Quantitative and Qualitative Research 2009
URL wwwexperiment-resourcescomquantitative-and-qualitative-researchhtml
Higher Education Marketing Company Canada
URL httpwwwhigher-education-marketingcomcontact
Google Analytics website
URL httpwwwgooglecomintlenanalytics
54
Appendix A Questionnaire
Dear respondent this questionnaire is created in terms of Master`s degree diploma thesis The main goal of
this survey is to improve Masaryk University attractiveness by deriving the reasons for choosing Masaryk
University in obtaining a degree The answers will be kept as confidential and would not be used in any
other purposes other than for this research If you would have any questions regarding the results of this
survey please contact me
Ilya Shaiderov (380502mailmunicz)
Thank you for your cooperation
1 Are you a current or prospective student ____________________
2 What specialization you are obtaining or intend to obtain in MU ____________________
3 Please specify your country of origin ____________________
4 Please rate the level of handling your first phone callemail inquiry by MU staff (only if it is
applicable to your case)
1 2 3 4 5
5 While considering MU as an option to study what criteria did (do) you analyze to check
professionalism of university teaching staff (you may choose several options)
a Number of courses teachers offer
b Quantity of publication of teachers
c Work experience in business sphere
d Academic Experience
e Professional title in business
f I didn`t analyze any information about academic staff in MU
No response
Insufficient response
Sufficient enough
Completely sufficient with additional information
Completely sufficient
55
6 (Only for current students) Could you characterize the process of courses registration usage of IS
system and other administrative and bureaucratic functions of university (please choose one in each
scale)
Convenience
1 2 3 4 5
Usage
1 2 3 4 5
7 (For both current and prospective students) While choosing MU did (do) you check quantity of
books in university library accessibility of electronic databases new editions of study materials
overall quality of library
Yes
No
8 (Only for current students) Please rate MU facilities (buildings classrooms computer labs etc) on
the matter of ―comfortability
1 2 3 4 5
Excellent Good Sufficient Not enough Bad
Completely Convenient
Rather Convenient
Convenient Rather Inconvenient
Completely Inconvenient
Completely Useful
Rather Useful
Useful Rather Useless
Completely Useless
56
9 (For both current and prospective students) How do you rate the following factors as criteria for
choosing MU (1- least important 5 ndash most important)
a Ability to get employment in home country
b Strong academic staff
c Excellent laboratory facilities
d Library facilities
e Worldwide acceptable diploma
10 Please choose (mark ―V) services that MU sufficiently provides to you as a student (in case you
are prospective student - should be provided)
___ Reasonable accommodation (covered by student)
___ The number of modules in the degree and big variety of elective courses
___ Student exchange programs
___ Research environment (sufficient up to date study materials computer labs laboratories etc)
___ Small class sizes
___ Internship possibility
___ Faculty (profound selection of PhD and profession specialists)
1 2
T
y
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a
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1 2
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1 2
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p
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a
q
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t
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f
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o
m
t
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d
o
c
u
m
57
11 From what source you first found out about Masaryk University
a Website search engine
b Advice of friends parents etc
c TV
d Newspaper please specify____________
e Journals please specify____________
f Billboards
g Website banners please specify website_______________
h Other source__________________________
12 (Only for current students) If you had do it over again would you still choose MU If not please
specify why
a Yes
b Not sure
c Probably would
d Probably would not (please specify why)
__________________________________________________________________________________
__________________________________________________________________________________
________________________________________________________________
13 (Only for current students) Please describe your level of general satisfaction with university
a Not satisfied at all
b Neutral
c Satisfied
d Very satisfied
58
14 (For both current and prospective students) Do you think MU degree will help you to get above
average salary in your home country
a No b Probably not c Not sure d Probably yes c Yes
15 If you think that MU degree helps to get well paid job in your home country what might be
reasons for that (more than one reason can be selected)
a High standard European education d Possibility to pass internship in Europe
b Degree specialization choice e Other_________________________
c Education in English language
3
approach to support its sales and generate profit and after shift to more market driving
approach In general it is difficult to state that market driving approach is the future for all
companies which seek success for a long term But there is certainty that if a company keeps
track on current tendencies on the market it might propose some products which would be
highly demanded in the shortest future Vyas and Souchon (2003) argued that experience in
specific markets might lead to intuitive understanding of customers` future needs or wants
that would facilitate a market driving approach focused on said customers` unstated or
unknown needs
Once a company needs to know its customer the only way to do it is to ask a
customer It can be done by means of primary or secondary researches which have several
pros and cons Also primary research has two options quantitative or qualitative marketing
research
LITERATURE REVIEW
The definition of education marketing was created by (Kotler and Fox 1985) in the
following form ―The analysis planning implementation and control of carefully formulated
programs designed to bring about voluntary exchanges of values with a target market to
achieve organizational objectives
The conception of a client in the tertiary education sphere was one of the main topics
in 1990s For example (Conwey 1994) highlights that there are two perspectives of
approaching a university client In the first case the clients are students who are offered study
programs by universities In the second notion the clients are employers and companies to
whom students present the product of the university
Students remain as a main target group for universities and marketing communications
directed to their needs and preferences From this point applicability of traditional marketing
research process takes place Thorough description is given by (Smith and Albaum 2005)
who gave clear and simple path of stages in marketing research process
In the problem formulation stage (Barabba Zaltman 1991) gave strong arguments for
differentiating management problem from a research problem They emphasize on the ability
of researcher to translate management problem into research problem
4
(Robert S Michael 2002) gave the most profound characteristic of scientific method
of inquiry which has been chosen for this study Two stages of his proposed method of
inquiry are not included due to different research design taken for this study ndash explorative
(Cooper Schindler 2003) stated several compelling reasons for sampling They
mentioned two types of sampling one of them has been incorporated into this work ndash
probability sampling
Measurement of variables in this work has been done according to (Hair Bush
Ortinau 2006) by assigning numbers and labels to multiple choice answers in questionnaire
The matters of ambiguity and inaccuracy in research have been covered by (Smith
Albaum 2005) (Hair Bush Ortinau 2006) and (Sekaran Bougie 2009)
Research questions arose from two articles wrote by (Jonathan Ivy 2008) and another
one by (Hsuan-Fu Ho Chia-Chi Hung 2008) (Jonathan Ivy 2008) argued in his article that
there are three more elements in marketing mix when talking about service oriented business
like university Those elements were given names as ―People ―Processes and ―Physical
evidence (Hsuan-Fu Ho Chia-Chi Hung 2008) included another important factor for
university promotion and it is the extent of employability after graduation from university
(Dr DJ Toncich2008) is talking about deviations in university slogans and real
university standing In his article there is also explanation of the ways on how to promote
different parts of university image Along with this (Nguyen and Le Blanc2001) emphasize
on market positioning (Bonardi amp Ekwulugo 2003) claimed customer oriented approach that
university should take into promotion and development educational process
Partially (Harry Hayward 2011) touched the matter of video clips as effective tool to
promote university image With support of (Bruce Snyder 2011) web analytics became
another effective tool of keeping track of different target markets and customer preferences
tendencies
(Jarvis J 2008) emphasize on overall marketing politics which encompass existing
blogs analysis creation of internal and external blogs for sharing ideas problems and
thoughts among students and university staff He also proposes to include useful links in
company website
5
1 THEORETICAL PART
11 Marketing versus Market research
It is essential to differentiate those two terms in order not to be mistaken in research
process In the article ―Market research versus marketing research by Jacqueline Oud
market research provides more general information about the market This research can
answer such questions as country specifications market potential and accessibility overall
customer information (who what where when and how) On the other hand marketing
research has more detailed and deep information about customers and their attitude toward
company products This research can be done through interviews customerslsquo feedbacks after
product trials follow-up of the consumer and its behavior It means that marketing research
can include market research but not vice versa
Usually those two terms are used together because market and marketing research can
interconnect during the process of identifying product positioning So this study is
concentrated mainly on conduction marketing research If from the survey it becomes obvious
that some reasons of MU choice related to university environment (eg country
specifications) it will be made partial market research using secondary data
12 Quantitative versus Qualitative Research
The primary aim of a Qualitative Research is to provide a complete detailed description
of the research topic Quantitative Research on the other hand focuses more in counting and
classifying features and constructing statistical models and figures to explain what is
observed
The researcher serves as the primary data gathering instrument in Qualitative Research
Here the researcher employs various data-gathering strategies depending upon the thrust or
approach of his research Examples of data-gathering strategies used in Qualitative Research
are individual in-depth interviews structured and non-structured interviews focus groups
narratives content or documentary analysis participant observation and archival research
6
On the other hand Quantitative Research makes use of tools such as questionnaires
surveys and other equipment to collect numerical or measurable data
Qualitative Research is primarily subjective in approach as it seeks to understand human
behavior and reasons that govern such behavior Researchers have the tendency to become
subjectively immersed in the subject matter in this type of research method
In Quantitative Research researchers tend to remain objectively separated from the
subject matter This is because Quantitative Research is objective in approach in the sense
that it only seeks precise measurements and analysis of target concepts to answer his inquiry
(Experiment-Resourcescom 2009)
The question remains what method should be used after all This study aims to find out the
answer to an inquiry through numerical evidence so quantitative research is applicable in this
case If in the future researcher would like to explain further why this particular event
happened or why this particular phenomenon is the case then Qualitative Research comes
into practice
13 Marketing Research Process
According to Karole Friedmann (2003) Director of Products and Services for the
marketing services company Market Research Project Management Inc marketing research
project will be effective only if the information it provides leads to better business actions
decisions products or strategies In general marketing research is correlated with decision
support system when company executive decreases the risk of uncertainty by conducting
research Successful marketing research provides options for future actions in company
strategy High quality marketing research is proportional to high quality decision
―Marketing research is the systematic and objective search for and analysis of
information relevant to the identification and solution of any problem in the field of
marketing There are several important points in this definition First marketing research is a
systematic search for and analysis of information Careful planning throughout all stages of
the research is a necessity Researches must start with a clear and concise statement of the
problem to be researched Good research practice requires that the information sought the
methods used to collect the information and the techniques employed to analyze the
information be systematically and carefully laid out in advance (Smith Albaum 2005) Also
7
objectivity of marketing research plays another important role in successful marketing
research This criterion allows omitting escalation of commitment and clearly reflecting
current situation
There are pitfalls during marketing research process The most common ones are pseudo-
research and advocacy surveys Pseudo-research is done simply to come up with desired
results There is no objective and ethical approach Advocacy surveys are developed in such a
way that serves the needed answer Along with these two pitfalls the major one for doing
successful research is escalation of commitment when researcher is unable to consider other
variants of research results All these drawbacks might lead to waste of time and money spent
for research
Marketing research process consists of nine steps
Problem formulation
Method of inquiry
Research method
Research design
Selection of data collection techniques
Sample design
Data collection
Analysis and interpretation of data
Research report (Smith Albaum 2005)
Problem Formulation
―From the researcher`s point of view problem formulation means translating the
management problem into a research problemhellip An accurate problem formulation specifies
the types of information needed to help in solving management problemhellip the quality of
thinking about an issue (ie a problem situation) prior to data collection largely determines
the quality of thinking (ie analysis and problem solving) after the data have been collected
(Barabba Zaltman 1991)
Problem itself contains several components
1) The manager(s)decision maker(s) and his her or their objectives
2) The environment or context of the problem
3) The nature of the problem
8
4) Alternative courses of action
5) A set of consequences that relate to courses of action and to the occurrence of events not
under the control of the manager
6) A state of uncertainty as to which course of action is the best (Smith Albaum 2005)
Objectives have wide scope of variability starting from profit increase to serviceproduct
improvement ―The fewer the objectives of any study the easier it is to keep track of progress
toward the objectiveshellip Objectives vary from jointly agreed-upon corporate objectives to the
individual objectives of each employee (Smith Albaum 2005)
Environment of the problem can be related to the market research because it encompasses
such aspects as level of income and rate of growth in the market degree of competition and
government regulation Upon that it might also consider consumer tastes and preferences
Environment has a wide set of factors so researcher should define those factors which are
relevant to the problem
Method of Inquiry
The next stage in marketing research process is method of inquiry or method of
investigation The most objective and reliable is scientific method This method is effective
during the starting point and during the process of results check The main and most profound
characteristic of this method is objectivity It consists of the steps listed below
1 Observation and description of a phenomenon or a group of related phenomena An
investigator has little of prior information This is the stage when qualitative methods may
provide considerable information about what-is
2 Formulation of a hypothesis to explain the phenomena In educational research the
hypothesis is often a question about the relationship between or among variables that may
influence learning The hypothesis may be one that merely asks whether a relationship exists
(correlation research) or the hypothesis may state a cause-and-effect relationship
3 Predict the existence of other phenomena using the hypothesis or predict the results of new
observations
4 Conduct experimental tests of the predictions by several independent experimenters who
use proper experimental methods (Robert S Michael 2002)
9
Research Method
In addition to method of inquiry researcher should select research method There are two
types of research methods experimental and nonexperimental In former type of method
researcher can intervene into research experiment and control external variables It is vice
versa in nonexperimental method (Smith Albaum 2005)
Research Design
Another step in marketing research process is research design which is considered as
specific methods and procedures to obtain information needed Research design stipulates
what information to collect from what sources and using what procedures The key marker of
successful design is whether information collected relates to research problem along with
objectivity and efficiency There are three classes of designs ndash exploratory descriptive and
causal In exploratory design researcher identifies and formulates problem along with
development of alternative courses of action It is also considered as a first step in a broad
study in order to get sufficient knowledge and narrow down the problem area Sequence in
exploratory studies lead to three steps
Search of secondary information
Interview experts in a given field
Checking similar situations
Descriptive research design is more narrowed in contrast to exploratory one In former
specific research questions are postulated already The research problem is familiar and
specific This research is preplanned and structured Descriptive research covers such areas as
product research promotion research distribution research and pricing research
Causal studies help to predict causes of deriving such hypothesis The key purpose here is to
define relationships of causal factors to the effects of our prediction Researcher might build
a chart depicting several possible factors that brought situation to a current condition If there
is only one factor this would directly have influence on the situation If there is more than one
factors it is time to verify which one of those led to situation change This approach is called
casual relationship If there is only one factor there might be applicable deterministic
causation Another type of causal studies in probabilistic causation which is expanded version
of deterministic causation with more than one variable (Smith Albaum 2005)
In marketing research sources of information vary but serve as a tool to decrease uncertainty
and check hypothesis There are secondary sources respondents natural experiments
10
controlled experiments and simulation Secondary sources are taken from external
organizations which conducted research with similar purposes Usually it is statistical
committees government bodies NGO`s and etc Respondents also serve as a source of
informative and behavioral information Experiment usage might also bring valuable
information Sometimes it is better (high expenses time shortage) to implement simulation to
a certain situation Simulation is considered as a set of techniques for manipulating a model of
some real world process to find numerical solutions useful in the real process being modeled
(Smith Albaum 2005)
Selection of data collection techniques
Information itself is divided into three categories primary secondary and commercial
Secondary information is gathered by passing actual research conduction Primary
information is coming from data collected by investigator and serve as a main answer to
research question Commercial data is collected by marketing agencies and contains primary
and secondary information
It is better to start collecting secondary information first because it is less expensive and it
can offset the need of doing own research Even though if it will not solve the problem
secondary information can clarify the problem in more detail and help to develop advices to
research questions Also help in planning the gathering of primary data and defining the
population and selecting the sample
Secondary Information
Secondary information has two types ndash internal and external Internal information can be
found within the company past researches and report whereas external is outside of the
company Using internal secondary information will shed light on model and size of product
by area kind of account and industry medium amount of sales by area sales volume
percentage share of sales by product model product size etc External secondary information
allows verifying overall size of market characteristics of market features of competitor
products prices and promotion (Smith Albaum 2005)
Primary Information
The major source of marketing research is primary data In the process of gathering this
data researcher deals with respondent Respondent is a person who provides answers to the
11
questionnaire developed by researcher Answers are not the only findings that can be
collected in primary data collection Respondentslsquo behavior is another key aspect to observe
and analyze future choice of consumer
The main advantage of primary data collection is itlsquos up to date information which respond
researcherlsquos main criteria ndash the extent of the obsolescence of collected data That is why
primary data gives more realistic view to the researcher Another advantage is that primary
information can be collected in varied ways from interview to email questionnaire This gives
researcher flexibility in choosing process Cost and time spend to acquire this type of
information varies It can be attributed to the quantity of respondents should be asked their
accessibility in terms of location and etc So it is the researcher who decides whether to
collect primary data or not based on availability of secondary data time and budget of
research
The main disadvantage of primary data collection is incorrect questionnaire design
(questions answer options place of survey and etc) If doing so researcher may mislead
himself in data analysis and come up to a wrong conclusion Time might be another aspect to
consider as disadvantage for collecting primary data There is higher possibility to obtain
statisticalmarket research from some agency already prepared rather than spending time in
collecting surveys analyze them and synthesize to make final conclusion The best option is
of course to attain secondary information about the topic and then based on its outcomes
collect primary information
In this study will only be included quantitative techniques Questions will be included to
derive attitude to contemporary high education among students
Sample Design
It is rare that in marketing research the whole population is analyzed Sample is mainly a
small representative group of people that reflects all potential consumers Sample selection is
derived from consideration of the relevant systematic and variable errors that might occur
during the research process (Smith Albaum 2005) ―There are several compelling reasons
for sampling including (1) lower cost (2) greater accuracy of results (3) greater speed of
data collection and (4) availability of population elements There are two types of sampling
to choose nonprobability and probability sampling Probability sampling is based on the
concept of random selection ndash a controlled procedure that assures that each population
element is given a known nonzero chance of selection In contrast nonprobability sampling is
12
arbitrary and subjective Each member does not have a known nonzero chance of being
included (Cooper Schindler 2003)
Analysis and Interpretation of Data Collected
The first step in processing of data is editing of complete schedulesquestionnaires Editing
is a process of checking to detect and or correct errors and omissions Editing is done at two
stages first at the fieldwork stage and second at office
Field editing
During the stress of interviewing the interviewer cannot always record responses
completely and legibly Therefore after each interview is over he should review the schedule
to complete abbreviated responses rewrite illegible responses and correct omissions
Office editing
All completed schedulesquestionnaires should be thoroughly checked in the office for
Completeness accuracy and uniformity
Coding
Coding means assigning numerals or other symbols to the categories or responses For
each question a coding scheme is designed on the basis of the con med categories The coding
schemes with their assigned symbols together with specific coding instructions may be
assembled in a book After the transcription of data is over data are summarized and arranged
in a compact form for further analysis This process is called tabulation
Tabulation
Thus tabulation is the process of summarizing raw data and displaying them on compact
statistical tables for further analysis It involves counting of the number of cases falling into
each of several categories
Tabulation can be done by hand or by mechanical or electronic devices The choice depends
upon the size and type of study cost considerations time pressures and the availability of
tabulating machines or computers In this project tabulation and statistics will be done by
using Microsoft excel spread sheet (Debeka 2003)
The Research Report
―Results of the research can be described in short or in long reports Short reports are
appropriate when the problem is well defined is of limited scope and has a simple and
straightforward methodology Short reports are about five pages Long reports are of two
13
types Technical report is written for an audience of researchers And management report
written for the nontechnically oriented manager or client (Cooper Schindler 2003) This
paper is considered to be a tool for a managing director (dean) of the university who might
not have research background so the results of the research will be represented as managerial
report
14 The Research Plan
Research plan is needed to organize everything in a way that each stage would clearly
derive from the previous one It is a tool to control and follow up all procedures of research
project It starts off with stating objectives (primary and secondary) then problem analysis
(includes research problems questions hypotheses interconnection between objectives and
problem) Research design is next one It has four subsets (1) research methodology (how the
research will be made) (2) research techniques (methods and procedures for data gathering)
(3) sample design and selection (what is the size of sample is there any subsamples how you
will make sure that it is representative sample How the sample size was determined) The
fourth stage of research plan is proposed analysis (tabulation procedures cross-analysis
tabulations and their reasons type of statistical analysis) (Smith Albaum 2005)
15 Measurement
In marketing research measurement plays a key role Accurate measurement of variables
brings to right results and therefore to right management decisions The main goal of accurate
measurement is to characterize customers` attitude toward a product ―Researchers use the
measurement process by assigning either numbers or labels to (1) people`s thoughts feelings
behaviors and characteristics (2) the features or attributes of objects (3) the aspects of ideas
or (4) any type of phenomenon or event using specific rules to represent quantities andor
qualities of the factors being investigated For example to gather data that will offer insight
about people who shop for automobiles online (a marketing phenomenon) researcher collects
information on the demographic characteristics attitudes perceptions past online purchase
14
behaviors and other relevant factors associated with these people (Hair Bush Ortinau
2006)
Two of the primary criteria of evaluation in any measurement or observation are
Whether we are measuring what we intend to measure
Whether the same measurement process yields the same results
These two concepts are validity and reliability Reliability is concerned with questions of
stability and consistency - does the same measurement tool yield stable and consistent results
when repeated over time Validity refers to the extent we are measuring what we hope to
measure (and what we think we are measuring) To apply these concepts to social research
we want to use measurement tools that are both reliable and valid We want questions that
yield consistent responses when asked multiple times - this is reliability Similarly we want
questions that get accurate responses from respondents - this is validity (Smith Albaum
2005)
16 Designing Questionnaires
After determining established set of scale measurements it is the time to format them into
an instrument for collecting raw data from respondents The purpose of designing reliable
questionnaire is to collect high quality primary data which can be easily transformed into the
information for the manager The main principle in developing questionnaire is its logic
objective and consistent approach rather than creative way of questions development
Everyone understands that words go into questions and that questions go into questionnaires
but not everyone understands that writing questions does not give you a questionnaire (Hair
Bush Ortinau 2006)
During the procedure of formulating and asking questions response nonresponse errors
occur Nonresponse errors can occur due to the length of questionnaire or questions their
complexity or inclusion of personal questions To avoid such type of error it is necessary to
use innovative way of questions formulation by keeping them concise and in the same time
sufficient enough The next step is to shuffle up the formats of questions to keep interest of
respondent to answer Keeping respondent well informed about directions of each part of
questionnaire is also important Researcher should put emphasis on style and format of
questionnaire (font color of paper graphic attributes etc) The final aspect is numbering the
questions to help keep track for both researcher and respondent
15
Response error rise when the actual value of variable contradicts with one in the report
This error can rise from both sides researcher or respondent Respondent is considered as a
person who provides information through communication (interviews questionnaire) or
observation (researcher observe behavior of respondent) Response error though can occur
during one or both of those processes To verify reasons of errors researcher should analyze
steps in delivering information The first one is information formulation and the second is
information transfer Inaccuracy happens during formulation step and ambiguity during
information transfer to respondent (Smith Albaum 2005)
17 Inaccuracy
Inaccuracy as a cause of questionnaire design means that false report is obtained from the
attitudes preferences beliefs feelings of respondent Questions and scales must be used that
enable to get the whole picture of respondent perception on the matter rather than to get a
fragment of his perception Accuracy itself refers to the degree to which the data provide the
researcher with a description of the true state of affairs From this point ―questionnaire design
precision rise up which is the extent to which a questionnaire design can reproduce similar
results over repeated usages (Hair Bush Ortinau 2006)
There are two types of inaccuracies predictive and concurrent Former one is caused by
inaccurate intentions of researcher during problem formulation Concurrent inaccuracy
happens when respondent intentionally provides inaccurate information
Inability to respond and unwillingness to respond are the most common concurrent
inaccuracies Inability to respond happens when question is posed the way it is hard to answer
without certain actions of respondent (check look up some features of product in question)
These problems might occur if respondent does not remember product features questionnaire
is unrealistic badly designed or directed to improper person Also if construction of questions
is developed with misuse of words or general terms
―Unwillingness to respond deals with motivation of respondent Respondent will not
provide accurate or any information due to several costs One of them is time costs which
require respondent to spend time for questionnaire completion So if respondent is busy or
questionnaire is too long she would answer the questions as quick as she can without paying
attention to accuracy For this reason questionnaire section will contain this phrase ―Do you
16
have time now to answer questions or would you rather set a time when I could contact you
again
Second problem is perceived loss of prestige Some questions might influence prestige of
respondent and then he tends to answer in a way not to lose his prestige which leads to
inaccurate answer Examples of areas which involve prestige level is age income educational
level and job position The main key to solution of this problem is to ask for information
twice in different ways
Third area of questions that might bring to unwillingness to respond is invasion of privacy
If questions touch private information about respondent inaccuracy and nonresponse take
place Such area includes questions about family matters income and money attitude finance
respondent hygiene political views religion and etc In this case indirect questions can help
or in case of direct questions still have to placed they should be included in the end of
questionnaire (Smith Albaum 2005)
18 Ambiguity
Ambiguity is considered as errors in constructing written and oral words or behavior
Inaccuracy errors occur during the formulation of information whereas ambiguity errors
happen during transfer of information through communication or observation Unambiguous
situation is the one where researcher asks question and respondent answer based on the same
meaning of words In this case two phase process takes place When question interpreted by
respondent has the same meaning as it is in interpretation of researcher And answer by
respondent is understood the same way as by researcher (Smith Albaum 2005)
―The language of the questionnaire should approximate the level of understanding of the
respondents The choice of words will depend on their educational level the usage of terms
and idioms in the culture and the frames of reference of the respondents If some questions
are either not understood or are interpreted differently by the respondent the researcher will
obtain the wrong answers to the questions and responses will thus be biased Hence the
questions asked the language used and the wording should be appropriate to tap respondents`
attitudes perceptions and feelings (Sekaran Bougie 2009)
Also implicature is an issue related to ambiguity when researcher is using elliptical
sentences (starting with ―Why ―What ―How) and respondent fill in the missing content
17
by herself In standardized interviews respondent should interpret questions as he can which
leads to miscommunication and wrong results So conversational interviewing is when
researcher is trying to explain the meaning of question and not influence the answer (Smith
Albaum 2005) Interview refers to qualitative method to obtain data this study has
quantitative research so it becomes crucial to construct clear and concise questions For this
purpose there will be pretest of questionnaire research by giving out it to my friends and get
feedback Another way to track understanding level of respondent is to set sub questions in
questions which contain highest probability to mislead respondent By simply asking the level
of question comprehension (good or fair) researcher can identify the level of ambiguity in
answers and track those answers which are answered with ―good level of understanding
Question form and question wording has certain relationship to ambiguity
There are four questionanswer types
1 Free answer (open-ended text)
2 Dichotomous and multiple choice answers (select k of n)
3 Rank order answers
4 Constant sum answers
1 Free answer questions imply that respondent will give full answer to the question in his
own words This type of questions require respondent to have ability to express completely
and concisely That is why free answers have great extent of ambiguity during interpretation
process
2 Dichotomous and multiple choice answers are the most common in questionnaires
development General form for both of these answer types is selection of ―k optional answers
out of ―n available ―Select exactly 1 of n Answers is one of such type of answers This is
simple form where k=1 and n is up to researcher desire In dichotomous question options (n
values) range into two extremes (―Yes ―No ―In favor ―Not in favor ―BuyDo not buy
etc) Multiple choice answers are just an extension of dichotomous questions Multiple choice
questions may require selection of several ―k out of ―n possible answers or selection
unlimited amount of ―k answers out of given ―n options
3 Rank order answers allow to put gradation to answer options This type of answers
characterizes data on the most prevailing option and the one which has the least importance to
18
respondent Typical questions can include determining ranking of preferences first to last
most current to least current and etc The most common bias here is that first optional answer
in the question has more chances to be selected Also tied rankings may cause another
problem of data weakening When it is allowed to rank several answer options into one
ranking level it is impossible to determine results out of this answer For the efficiency
purposes maximum of answer options given in rank order questions vary from five to seven
If it is more than seven it is hard for respondent to identify clearly the right ranking order
4 Constant sum question is the form of ranking using allocation of one hundred percent to
the options containing reasons for the statement asked It can be options for the reasons of
company product purchase (Smith Albaum 2005)
Also to create a good questionnaire researcher should include ―positively and negatively
worded questions Instead of developing all questions positively it is better to mix them with
negatively worded questions to reduce the probability of mechanical filling the questionnaire
by respondent ―A respondent who is not particularly interested in completing the
questionnaire is more likely to stay involved and remain alert while answering the questions
when positively and negatively worded questions are interspersed in it For instance if the
respondent has circled 5 for a positively worded question such as ―I feel I have been able to
accomplish a number of different things in my job he cannot circle number 5 again to the
negatively worded question ―I do not feel I am very effective in my job hellip The use of
double negatives and excessive use of the words ―not and ―onl should be avoided in
negatively worded questions because they tend to confuse respondents (Sekaran Bougie
2009)
19 Hints to improve quality of questionnaire
A Neutrality and don`t know or no opinion
It is an option given to respondent to remain neutral to the question provided Once third
option is included researcher does not force respondent to answer and it makes questionnaire
more polite to respondent Based on the nature of the question researcher may include such
options like ―don`t know ―no opinion or ―not applicable ―Don`t know might be
attributed to question dealing with some facts whereas ―no opinion can be attributed to a
19
certain attitude of respondent If such type of option will be included it is important to
increase sample size because of increased probability for respondent to choose neutral answer
B Dichotomous questions
It is the easiest type of questions for respondents It is considered as a question with
average probability for being ambiguous But it has the lowest probability of being ambiguous
among free-answer questions and multiple-choice questions
C Multiple choice questions
The researcher has two options if she wants more detailed information in a certain
question It is to create multiple choice question or free-answer question Usually multiple
choice questions are more complex and longer than the other two (dichotomous and free-
answer) Ambiguity in such type of questions derives from inability to formulate mutually
exclusive alternatives Another reason for ambiguity is limitation of the chosen answer
Respondent should select only one option which most widely answers the question For this
reason researcher may offer to select as many options as respondent wishes There is a table
below which shows relative probability of ambiguity related to form of question
Table 1 ―Form of Question and Relative Probability of Ambiguity (Smith Albaum 2005)
D Question wording
Selection of right words plays important role in questions development So in wording
choose researcher should be extremely careful Ambiguity in wording has several sources
Question length
Respondent unfamiliarity with some words
Relative Probability of Ambiguity
Form of Question Question Answer
Free-answer Lowest Highest
Dichotomous Average Lowest
Multiple-choice Highest Average
20
Ambiguity of context
Two questions included in one sentence
Too broad questions
If questions are too long this will confuse respondent and affect data accuracy For this
reason researcher should keep questions concise and clear If some words in question are
unfamiliar to the respondent this will also lead to confusion and inability to provide right
information So in case of scientific wording in questionnaire and non-homogeneous
backgrounds of respondents low level of vocabulary should be used Also researcher should
verify whether questions imply only one matter in order not to mislead respondent Questions
that lack specificity should also be avoided Those questions are developed with general
words like ―how often for example
In general researcher must provide alternative question wording pretesting and
verification by observation In alternative question wording first have of sample group may
get options in one order and the second one in reverse order Once questionnaire is ready
pretesting is another good way to decrease ambiguity Only one concern here is to choose
relatively the same group of respondents as it will be in the real research By close
communication with respondent in pretesting step researcher can determine some troubles
misunderstandings arose during this step And last advice is verification by observation
Researcher can (where it is possible) verify answers of respondents by observing their actions
related to questions answered It is not the easy activity so only those questions will be
verified where it is possible to do so (Oppenheim 1992)
110 Sampling procedures in Marketing Research
―Sampling is a selection of small number elements from a larger defined target group of
elements and expecting that the information gathered from the small group will allow
judgments to be made about the larger group The main idea of sampling is that a decision is
based on the assumption that the smaller portion or sample is representative of the larger
population (Hair Bush Ortinau 2006)
There should be a strict order in defining sample for research
21
Chart 1 ―Defining Sample
Sampling procedure starts with defining of population Population is amount of units
(individuals legal entities households) which has one or more similar feature among each
other In order to specify population researcher should answer such questions as what kind of
units (elements of analysis) to be included where they reside or their origin and when
(dimension of units in terms of timeframe) Population should be defined as precisely as
possible At the moment of finalizing population definition investigator decides whether it is
necessary to investigate the whole amount of population (census) or a part of it (sample) The
choice depends on the size of population If the size of population is small census can be an
optimal option otherwise should be created sample
Sample design includes type of sample sampling unit and sample frame Majority of
samples are selected by choice of investigator as non-probabilistic method Where
investigator selects elements of sample in terms of convenience availability and own
judgment Researcher uses table or any other random selective device for the probable
method (Smith Albaum 2005)
Define population
Sample design
Sample size
Estimate costs of sampling
Census vs Sample
Execute sampling process
22
―Sampling unit is the basis of the actual sampling procedure It is that segment of the
population actually chosen by the sampling process The sampling unit may contain one or
more population elements That is these units may be individual elements or aggregates of
individual elements (Smith Albaum 2005)
Sample frame is considered as a list of elements of the population For instance it can be
list of characteristics of elements which are expected to pass the interview or fill out
questionnaire In a perfect case sample frame should determine each population element once
and should not include those elements which are not in the population criteria There several
options below of inaccurate sample framing process
Chart 2 ―Sample Framing Processes
A Incomplete
Sampling frame
B Too Comprehensive
C Combination
Sampling frame Population
Sampling frame Population
Population
23
There is also set of questions to ask during generation of sampling list
Does the list contain everyone in the survey population
Does the list include names of people who are not in the study population
How is the list maintained and updated
Are the same sample units included on the list more than once
Does the list contain other information that can be used to improve the survey
(Dillman 2000)
There are four traditional approaches for the determining sample size
1 Arbitrarily or judgmentally determined
2 Minimum cell size in analysis
3 Based on budget
There are two types of costs in sampling process fixed and variable Fixed costs are those
which are determined and constant Variable costs depend on the volume of study being
conducted The dashed line in the upper graph shows interrelation between costs and sample
design If costs are too high researcher reconsiders sample design or sample size
The last step is actual choice of sample There are two main criteria for this process
sample must be adequate and representative For the sample being representative means that it
reflects overall characteristics of the whole population Adequacy is sought in sufficient
amount of elements selected to provide stable results Also there are two types of sampling
designs probability and non-probability samples Non-probability sampling differs from
probability sampling on the basis that in non-probability sampling the sample elements do
not have a known nonzero chance of being selected for the sample In probability sampling
each element has a known and equal probability of selection This study incorporates
probability design because there are no any predisposed respondents (Smith Albaum 2005)
111 Editing Coding and Descriptive Analysis
―Completed questionnaires or other measurement instruments must be edited coded
entered into a data set for processing by computer and carefully analyzed before their
complete meanings and implications can be understood (Smith Albaum 2005)
24
The main reason for this process is converting data obtained into information which will
provide inferences and answers to research question A certain sequence is needed to perform
successful data analysis In short there should be definition of response categories at first
then editing and coding and at last tabulation All these three steps will be implemented in the
practical part
112 Research Errors
In any research errors will occur so management of errors must apply Errors can arise in
any stage of marketing process from problem formulation to report development It is a goal
of investigator to minimize those errors The value of total error is comprised of sampling
error plus non-sampling error Sampling error (usually called as random sampling error) is the
difference between planned sample and the list of interviewees it is formed Non-sampling
errors are those which are not related to the sample itself Usually non-sampling errors related
to sort of bias as the difference between the true value of that which is being measured and the
average value derived from a number of independent measurements of it There are eight
major types of errors
Population specification ndash difference between required population and population
chosen When researcher chooses inappropriate population for the data collection
Sampling difference between required sample and the one that has been selected
When sample does not represent the population selected by using probability sampling
method
Selection error usually occurs when researcher pick up respondents whom she knows
who is more pleasant in general who is easily reached This tendency deviates real
population selected
Frame error Sample frame is a set of representatives of population who relate to
required sample The frame error occurs when elements which are not in the sample
group are investigated
Nonresponse error occurs when all members of the sample cannot be reached or they
refuse to respond
Surrogate information error occurs when investigator is unable to obtain responses and
replace it with proxy answers leading to surrogate information
25
Measurement error occurs in several stages of research transmittal response analysis
In general researcher represents information that he wants rather the real one
Experimental error When investigator is measuring the influence of independent
variables on dependent one while controlling extraneous variables (Smith Albaum
2005)
2 PRACTICAL PART
21 Marketing Research Process Applied
For this study it has been identified that the problem of current situation in MU is its
inability to attract more international students
Problem Formulation Prospective students do not choose MU for degree obtainment
Research goal To identify ways on how to increase studentslsquo inflow into MU by means of
detecting general preferences of MU customers (prospective students and current students)
Research questions
Based on the study of 7P approach made by Jonathan Ivy one research question arises
1 On what element of marketing mix students relied more when choosing MU ―People
―Physical evidence or ―Processes
From another study made by Hsuan-Fu Ho and Chia-Chi Hung second research question
arises
2 Does the possibility of domestic market employability after graduation plays the key role
for choosing MU
26
Method of Inquiry
As been mentioned in the theoretical part the first step in method of inquiry is observation
and description of a phenomenon or a group of related phenomena This step is known for its
qualitative methods of applicability
Have been studying for almost two years in MU and communicating with dozens of
international students I found several aspects to consider for MU attractiveness improvement
Students who stay longer than a semester differ from those who came just for one semester
under Erasmus exchange program This research deals with the first category of students and
for them it is important to have more frequent university-student correspondence Keeping the
fact that education process in Masaryk university different and complicated in terms of
Information Technology (student information system is very confusing with no English
version of some pages) there should be prepared an orientation seminars on how to effectively
use all university premises and surrounding city facilities It can be easily done with the help
of International Students Club which has excellent image among such clubs in Europe There
is orientation week for students but from the students point of view is more prepared to make
things done (like ISIC card issue register to information system) rather than providing
students with tools on how to achieve what they need to This can easily be done by
information system additional applications of city university map student forums and
discussion groups The information system should be done in more client friendly way with
good English translation of the web pages
This work would not include any hypothesis because of the chosen research design ndash
explorative
Research Methodology
In this will be applied nonexperimental method because of objectivity purposes There is
high risk of mislead and misinterpretation to the respondent which will affect the survey
results
Question number 1 2 3 in the survey (can be found in appendix of this work) was
included for the reason to find additional information from prospective students who intend to
continue their study Question number 11 gives idea on the effective media channel that
students got information from Question number 12 and 13 will help to summarize general
student opinion on MU and find some deviations from the rest of the questions
27
Below are the questions in the survey which relate to research question number 1 ―On what
element of marketing mix students relied more when choosing MU ―People ―Physical
evidence or ―Processes
Question number 4 6 7 was adopted from literature source (Jonathan Ivy 2008) of
theoretical part This question identifies the level of ―Processes element of marketing mix
Question number 5 based on the same literature source was adopted to verify another element
of marketing mix ndash ―People Question 8 uncovers the level of third element ―Physical
evidence Question number 10 encompasses all three elements to double check the main
criteria that students choose or consider MU to study
Below are questions in the survey which relate to research question number 2 ―Does the
possibility of domestic market employability after graduation plays the key role for choosing
MU
Questions number 14 and 15 will help to identify the level of studentslsquo motivation to enter
MU for the reason of higher chance of employability after graduation These questions were
adopted from literature source provided by Hsuan-Fu Ho and Chia-Chi Hung
Question number 9 relates to both research questions because it covers the scale of
significant factors that might affect student to choose MU
Research Design
The study entitled ―Quantitative Marketing Research attempts to accumulate the sequence
of procedures to conduct successful marketing research It has been chosen to use quantitative
research for the reason that study aims to find out the answer of a research questions through
numerical evidence This method enables researcher to gather existing information and data
regarding interrelationship between low rate of students registration to MU The study will
help to answer on two research questions posed in this work
Selection of data collection techniques
The study incorporates two techniques of data collection secondary and primary
collection Secondary information reveals current situation of HE marketing worldwide and
primary information helps to find the match up for solution of MU problem and secondary
information findings
28
Sample design
Researcher uses probability sample design with quantity of respondents equal to 26
Data collection
For study purposes data will be collected by giving out questionnaires to current and
prospective students who study or intend to study in English in MU Hard copy questionnaires
will be collected after respondents finish answering them Total collected questionnaires
amount to 26
Research errors
Population Specification error is mastered by questioning potential respondent whether
shehe studies in English Sampling difference researcher will overcome by keeping the
highest level of variety of respondents (by country of origin) Selection error is out of the
matter because researcher is not introduced to the majority of students studying in English
Nonresponse error may occur for the further purposes of the research respondents would be
asked the reasons for rejecting to fill out questionnaire The same procedure is for the
surrogate information ndash if researcher will not be able to get answers from respondents they
will be asked about the reason of rejection
22 Analysis and interpretation of data
Secondary and Primary data is analyzed and interpreted in section 23 and 24 below
23 Secondary data
Marketing communication of universities
As has been mentioned previously in this work the best option to collect relevant primary
data is to rely first on secondary information and then delve down in certain aspects by
collecting primary information In this item it will be explained what has been done in
marketing communication of universities around the world This part will also cover the
question of what communication strategies and tools the international universities use to
attract their students
29
From the first finding to start universities all over the world practicing advertising
campaigns with such words as ―Internationally renowned Award winning Prestigious
Proud history Career oriented etc But not all the time these sparkling words are real truth
―Does it actually matter whether a university has ―tradition if its current practice is poor
Does it matter if a university is ―internationally renowned if the particular course that is
being considered is known to be badly operated by local standards Does it really matter if a
university has ―a proud history if the present isnlsquot very good (Dr DJ Toncich2008)
Australian professor Dr DJ Toncich in 2008 published a book ―Study and Learning in
the Australian University System where he clearly stated various forms of
Marketing in universities of Australia ―The most common example of universities selling the
sizzle rather than the sausage appears in areas such as science engineering and architecture
where potential students are bombarded with glamorous images of spacecraft sky-scraper
buildings nuclear reactors and so on There are different ways how universities attract their
students There is a table provided by Dr DJ Toncich which explains the ways on how to
promote different parts of university image
Table 2 ―Ways on how to promote elements of university image
30
A ―Tool is a part of company (university in this case) image which should be promoted
And ―Vehicle is the way part of the image can be promoted ―Some key points to note are
that the mass media outlets (newspaper television and radio) having the broadest audience
are generally reserved for ―big picture marketing including the universitylsquos brand and
confidencereinforcement strategies Self-evidently promoting to the broadest audience is the
most costly way of getting a message out so the message needs to be simple and clear The
more specialized the audience however the more detailed the information ndash for example
university course guides and handbooks have the most specific audience and subsequently
the highest level of information density In these vehicles there is generally less content
related to the big picture issues of confidence and brand (Dr DJ Toncich 2008)
Nguyen amp Le Blanc (2001) focused on the image and reputation of the institution and
referred to the crucial role these factors played in the development of market positioning ndash
they drew on the well established concepts and theories in business sector marketing for their
study Bonsardi amp Ekwulugo (2003) who claimed that ―a centrally important principle of
marketing is that all marketing activities should be geared towards the customer also relied
on the literature used in business sector marketing and applied it to the context of higher
education
Branding is important for university to stand out in the market In ―ConnectEd
Symposium for the marketing of Higher Education (Chicago November 2011) Rich Lyons
(Dean Haas School of Business University of California Berkley) argued that
―What passes for branding in higher education is often nothing more than a catchy slogan
and logo Branding projects in universities sometimes evoke hostility indifference or bothmdash
or raise the question of why a good school would need to be so concerned about its image that
it would resort to ―corporate measures But when branding reaches deep to magnify a
schoollsquos differentiation and its core essence the result can be a powerful boost on multiple
dimensionsmdashstudent recruitment alumni interest fund raising media interest and so on And
it can resonate with key audiences emotionally to align what the school does with their
passion to change the world Dean Rich Lyons has led the Haas School of Business at UC
Berkeley in branding the school based on codifying its distinctive culture driving that culture
through its business processes and reforming its curriculum to produce a particular type of
leadermdasha path-bending leader The process is lengthy difficult and risks are high Learn why
the rewards of an authentic brand are worth the effort
31
According to this speech strong brand is coming from the culture of interaction among
students and all university staff Mainly students and professors should clearly understand
what matters mostly attracted them in chosen university (values believes attitudes etc should
match up with student`s)
Another aspect for university marketing start up procedure is reposition communications
as a strategic function in a more proactive attitude This matter has been covered by Dr Mark
Putnam President Central College IA in his article ―Do you drive the agenda or go along for
the ride In this article author ―sought to change the view of the marketing and
communications team from customer service providers to strategists He set a good example
with presidential blog using it to elevate the level of discourse at Central Putnam has a track
record for this kind of change management As senior vice president at Northeastern
University (Boston) he worked with the communications team to educate the university about
the strategic role of marketing and branding He comes by this perspective naturally (Dr
Mark Putnam 2011)
To improve university technical tools in attracting students mobile marketing is a great
way ―Mobile marketing brings challenges and opportunities to higher education when scarce
resources limit the ability to add new technologies and techniques to communication plans
We examine the mobile marketing landscape in search of whats most relevant to higher
education today with special attention to student recruitment and brand strength Areas
covered include site design for best task completion writing right for mobile sites monitoring
web analytics and integrating with traditional and social media websites (Bob Johnson
2011)
Another technical tool is digital video clips ―Video in its many forms is becoming a
major factor in our collective lives (80 million hours of video loaded to YouTube every
minute for example) As digital storytelling it is also being used in a variety of ways to build
brand equity with internal and external audiences Outcomes will be a better awareness of the
current trends in using video as a brand building tool and a field guide for teaching others
within the organization to make powerful digital stories Im currently using the workshop at
the UW to train students who will study abroad to make and distribute good quality video
about their experiences (Harry Hayward 2011) In case of brand building using video
assistance viral marketing campaign might work And the last idea which will increase
university profit is web site analytics ―The website is not only a conduit for most of your
marketing efforts todaymdashitlsquos also an incredible tool for measurement and marketing analysis
32
With web analytics you can better quantify the impact of your marketing campaigns improve
the effectiveness of your website segment visitors for micro-marketing efforts and generate
valuable marketing intelligence (Bruce Snyder 2011)
Marketing is the process of customer identification (needs views preferences financial
possibility to buy certain product) This task will be done through primary information
analysis Another task in marketing is development of ―analytics-driven approach to help to
reach a targeted student through search engines mobile smartphones text messaging email
newsletters and social media (Higher Education Marketing Company) This company has a
straight and logic view on marketing process in university which provides a wide scope of
services Google Analytics Search Engine Optimization Pay Per Click Marketing Social
Media Marketing Google Maps amp Local Search Web Design amp Development Mobile
Marketing Short Message Service (SMS) Another very effective tool is SEO (search engine
optimization) which allows embedding into the company website option for the most
important (most likely needed) words phrases while creating company web pages This set of
words with high possibility that potential customer will dial up will give opportunity for the
company website to pop up in the top list of the search engine (Google chrome yahoo etc)
Under research problem ndash low enrollment of students the researcher should look for the
findings of other studies relevant to this study problem The questions to start with are ―What
factors in university marketing practices are missing to achieve constant enrollment growth
―Is there any interrelationship of those factors and university attractiveness growth
One of the studies has been conducted among students registered state subsidized
universities in South Africa The purpose of this paper was to present a new marketing mix
based on MBA studentslsquo attitudes and opinions towards the marketing initiatives of business
schools in South Africa The findings of this study revealed showed seven quite distinct
underlying factors in the marketing activities of these business schools some covering the
same elements of the traditional marketing mix people promotion and price There were
however four different elements programme prominence prospectus and premiums ―The
marketing mix is a set of controllable marketing tools that an institution uses to produce the
response it wants from its various target markets It consists of everything that the university
can do to influence the demand for the services that its offers Tangible products have
traditionally used a 4Ps model the services sector on the other hand uses a 7P approach in
order to satisfy the needs of the service providerlsquos customers product price place
promotion people physical facilities and processes The product is what is being sold It is
33
more than a simple set of tangible features it is a complex bundle of benefits that satisfy
customer needs The price element of the services marketing mix is dominated by what is
being charged for the degree or tuition fees that are required to enroll at the university Place
is the distribution method that the university adopts to provide the tuition to its market in a
manner that meets if not exceeds student expectations Promotion encompasses all the tools
that universities can use to provide the market with information on its offerings advertising
publicity public relations and sales promotional efforts (Jonathan Ivy 2008) This traditional
model encompasses tools which deal with tangible products In case of university it provides
intangible product which needs more tools for promotion Fifth tool is people who are
considered as a staff in university (academic administrative and support staff) To have a
prominent image university should have teaching staff reputations PhD holders Professorial
title holders Also administrative staff can also play an important role to attain prospective
students by simply providing professional phone call inquiry
The newest addition to the marketing mix is physical evidence and processes Physical
evidence is attributed to internal and external appearance of the entity (from teaching
materials to facade of the building and lecture rooms) ―Processes are all the administrative
and bureaucratic functions of the university from the handling of enquiries to registration
from course evaluation to examinations from result dissemination to graduation to name but
a few During the period that the student is registered processes need to be set in motion to
ensure that the student registers for the correct courses has marks or grades correctly
calculated and entered against the studentlsquos name and is ultimately awarded the correct
qualification While this might seem quite straight forward there are numerous other
processes that need to be implemented concurrently (with the finance system
accommodation time tabling and the library) to ensure the highest level of student
satisfaction The findings of this research suggest that the traditional 4- 5- and indeed 7P
marketing services marketing mix may not be the best way to approach the marketing of
MBA programs in South Africa Using principal components factor analysis on 25 commonly
used marketing tools indicates that four new distinctive and independent elements exist along
with three elements from the traditional marketing mix (Jonathan Ivy 2008) The most
important element from the marketing mix was ―program element (the range of electives in
the degree choice of majors) The second was ―prominence of the degree (academic staff
reputations position on league tables or MBA reviews in the popular press) The traditional
promotions element of the marketing mix was split into two areas standard mass media
34
advertising and hard copy promotional materials such as the university prospectus and direct
mail posted to prospective students called ―prospectus in the MBA marketing mix The
price element is dominated by flexible payment of tuition fees which means that students are
price sensitive and looking for payment flexibility The people element has had a small
modification with face-to-face teaching being included along with personal contact with
graduates and open day attendance The final element of the new marketing mix is called
premiums This is a diverse element of the mix which included accommodation the number
of modules in the degree student exchange programmes university computer facilities and
class sizes While this element was considered the least important of the marketing tools not
offering some of these items could seriously damage the recruitment prospects of a business
school Indeed some items would be considered a standard offering of a university and
expected by a student without further consideration or evaluation (Jonathan Ivy 2008)
So from this study researcher may answer on the posed questions before There is indeed
some other factors out of the standard marketing mix which in this case (higher education
marketing) play a key role In order to finally apply those factors into the practical
implementation researcher should check whether all of those factors remain important for
MU For this purpose primary data should be collected by creating questionnaire which
includes new marketing mix tools
Another study conducted in the realm of marketing communications in Taiwan includes
other findings The purpose of this study was to examine how a graduate institute at National
Chiayi University (NCYU) by using a model that integrates analytic hierarchy process
cluster analysis and correspondence analysis can develop effective marketing strategies
This research revealed that even though universities and colleges in Taiwan have
increasingly realized the importance of having sound marketing strategies to stay competitive
they have concentrated their marketing strategies on promotion ndash advertising tuition
reduction scholarships etc This trend has often obscured the fact that marketing should be
based on customer needs with better efforts made to fulfill these needs Although market
segmentation and positioning enable marketers and institutional planners in higher education
to understand customer needs and to visualize institutional advantages in relation to their
competitorslsquo positions these are relatively new endeavors in educational marketing in
Taiwan
The results display that the five most important factors for studentslsquo school selection
were employability curriculum academic reputation faculty and research environment
35
Students perceived NCYU to be strongly associated with lower tuition fewer entrance-exam
subjects lower entrance-exam pass rates and easier graduation requirements (Hsuan-Fu Ho
Chia-Chi Hung 2008)
In order to verify whether such criteria are also indisputable preconditions for choosing
MU as a potential tertiary institution they should be included into the study questionnaire
As we can see that in secondary information there are many ways on how to improve
university standing and how to reach a customer But this information does not give us the
picture of Masaryk University customer why she chose MU what were the preferences to
choose it where she first time got to know about it and etc That is why for this part ndash to get
the picture of MU customer from primary data collection and then apply appropriate tools that
have been mentioned before would be a good combination for a successful marketing
campaign
24 Primary data
For the purpose of this study ndash increase MU attractiveness primary data has been
collected Researcher developed questionnaire which consists of 15 questions and randomly
gave out to international students The main goal of this questionnaire is to answer two
research questions set by researcher
1 On what element of marketing mix students relied more when choosing MU ―People
―Physical evidence or ―Processes
2 Does the possibility of domestic market employability after graduation plays the key role
for choosing MU
These two research questions will help to get a clue on how specifically to improve
attractiveness of MU
Data is analyzed by using excel Microsoft office application with support of various graphs
and tables It has been calculated that majority of respondents are current students in MU
which gives more in depth data describing university attractiveness
36
Graph 1 ―Identification of students` status
It is 62 of respondents stated that they are currently study in MU This will bring more in
depth data from the survey
Specializations have wider split up with two major elements Informatics and Medicine
amount to 32 and 27 accordingly Unfortunately there are no any students from sport
faculty As it has been mentioned respondents were chosen randomly so it can be obvious
that there is big amount of students studying or intend to study medicine and informatics
Graph 2 ―Identification variability of specializations
37
Country of origin table shows that students from Slovakia have majority Probably
because of country and national closeness to Czech Republic The second biggest majority is
students from United Kindom after them students from Russia and Hungary
Graph 3 ―Country of origin split up
Question number 4 relates to first research question (On what element of marketing mix
students relied more when choosing MU ―People ―Physical evidence or ―Processes)
which specifies the level of ―Process element in MU In general the level of handling phone
callemail is acceptable with 14 respondents answered as completely sufficient or completely
sufficient with additional information This shows that majority of students are satisfied with
first impression of contacting MU
38
Chart 3 ―Level of handling callemail inquiry
Question number 5 explains another element in first research question which is ―People It
is evident that for majority of students academic experience is the most important to know
about professors professionalism But it is also a big quantity of those who did not analyze
any information Five students responded that work experience in business sphere is a key
criteria to choose MU
Chart 4 ―Criteria for identifying professionalism of university teaching staff
The ―Process element is evaluated in question number six which explains the level of
administrative and bureaucratic functions in MU on the matter of convenience and usage
Number of courses
teachers offer
Quantity of
publication of
teachers
Work experience
in business sphere Academic
Experience Professional
title in
business
I didn`t analyze
any information
about academic
staff in MU
39
Chart 5 ―Convenience
On the chart it is shown that students rate these functions as convenient with only several
students who perceive it as rather inconvenient On the ―Usage chart it has also positive
trend representing that MU administrative and bureaucratic process is highly useful
Chart 6 ―Usage
Question number seven explains third element ―Physical evidence In graph below it is
obvious that majority of students do not check this element while choosing MU
40
Graph 4 ―Identification of processes element
69 replied negatively and 31 positively which means that this factor does not play a
key role in selecting university Majority of students rate MU facilities as comfortable It is
shown in the table below that eleven students rate facilities as good
Chart 7 ―Identification of physical evidence element
Question number nine encompasses several criteria which were taken from two elements of
marketing mix ―People and ―Physical evidence and some were not from this marketing
mix like ―ability to get employment in home country ―worldwide acceptable diploma
These two factors were taken from the second research question ―Does the possibility of
41
domestic market employability after graduation plays the key role for choosing MU Results
showed that students highly value ―ability to get employment in home country (16
respondents gave highest score) Also highly rated MU diploma as worldwide acceptable (15
respondents gave the highest score) Also for respondents it is important (with lower grading
score ndash ―4) ―Strong academic staff and ―Excellent laboratory facilities
Chart 8 ―MU criteria
Question number 10 includes set of common services that university provides to students
This question helps to understand what services MU provides sufficiently to students Results
showed that sufficient services that MU provides are almost all which have been mentioned in
the options list Only ―Small class sizes do not meet big majority expectations
a Ability to get
employment in home
country
b Strong
academic staff
d Library
facilities
c Excellent
laboratory
facilities
e Worldwide
acceptable diploma
42
Chart 9 ―MU services
Interesting results gave to the researcher questions number 11 which shows that mostly
students got to know about MU from internet search engines and from relativeslsquo advice
Graph 5 ―Media channel of MU
Question number 12 and 13 give overall satisfaction level with MU Question number 12
has been adopted from theoretical part which asks whether student is ready to enter university
again if heshe would have the same opportunity Question number 13 is double-checking this
statement Results are showing that majority of respondents would enter MU again and they
are satisfied with overall MU educational service
Reasonable
accommodation
Exchange
programs
Number of
modules
Small class
sizes
Internship
possibility
Research
environment Faculty
43
Graph 6 ―Choosing MU
Graph 7 ―General satisfaction of MU
Although researcher might observe big quantity of students who are relactant to answer
Graph derived from question 12 shows that half of respondents do not have such a strong
feeling to reenter MU The same situation is in general satisfaction of MU where 38
remained neutral
The last two questions deal with second research question And here results are varied
Graph 8 derived from question 14 depicts that MU degree is not that helpful for getting the
job back in home country Only 23 answered that degree surely will help to get a high paid
44
position 38 replied as ―probably yes 35 answered as ―not sure and 4 answered
―probably not So around 61 of respondents feel positive about successful employment
back home the rest are not that confident
Graph 8 ―Employability element
Graph 9 ―Employability element second question
If respondents replied positively on 14th
question then they were asked to state the reason
for this As it can be seen above high standard European education is playing a key role for
successful employment Also the rest of options have high scores too
45
RESEARCH REPORT
In the purpose of survey it was essential to understand which of three elements in
marketing mix (―People ―Processes and ―Physical evidence) students rely more and
therefore less while choosing MU According to study made in South Africa by Jonathan Ivy
there are seven elements in marketing mix which all equally important for improving
company attractiveness in service business Researcher of this study picked three out of
seven because they more closely respond to actual service oriented company The rest four
elements (product price promotion place) were existing before as traditional marketing mix
for all types of businesses So the element ―Processes uncovers with questions number 4 and
6 From the graphs it is obvious that students are satisfied with this marketing mix This gives
university strong point in attracting students Call email handling Information system
functionality and other bureaucratic functions work sufficiently well 22 students rated
callemail handling as positive Usage and convenience of different MU functional processes
are also positively appreciated with 13 students for convenience and 15 for usefulness From
this data it can be clearly stated that students do rely on effective functions of MU
Element ―People is identified in questions 5 9 and 10 Question 5 gives information that
students do not mainly rely on ―People element while choosing MU 9 students did not
analyze any information about professionalism of university teaching staff Meanwhile the
main factor on what students pay attention is academic experience of teachers But answers
for the questions 9 and 10 gives a tendency that students do rate criteria ―Professionalism of
teachers high but actually they give lower score for this actual criteria in question number
10 In question number 5 students chose different aspects of professionalism of teachers as a
criteria to enter MU Total score for professionalism aspects is 4+4+5+10+4=27 Also in
question number 9 criteria ―strong academic staff accumulates 17 points (it is taken only 4
and 5 levels of importance) But in question number 10 only students give only ten points for
―faculty as a sufficient service provided by MU It can be assumed that students had higher
expectation before entering into university that they have got
Element ―Physical evidence is seen as not important for respondents Graph for question
number 7 shows that 69 of students did not check elements of ―Physical evidence Also
majority of students rate university facilities as ―Good with opportunity to select ―Excellent
46
status (in question number 8) On the other hand students rate university accommodation and
research environment as high enough (question number 10) It can be concluded that during
the process of choosing university students do not rely heavily on ―Physical evidence But
they did get reasonable service in ―Physical evidence while studying in MU
Second research question states ―Does the possibility of domestic market employability
after graduation plays the key role for choosing MU After analysis of relevant graphs and
tables it became clear that this factor (possibility to get employed) is very important for
students So question number 9 gets the highest score (16) for criteria in choosing MU ndash
―ability to get employment in home country and also high score for ―worldwide acceptable
diploma Even though students rate possibility to get employed as the highest criteria to
enter MU 39 of students are not sure or don not think they will obtain high paid job back
home Here is the point to work for MU administration Students rely on high standard
European education and English language education as a key criterion for being confident in
getting well paid job (question number 15)
The data analysis process constitutes the following
1 MU has convenient and useful bureaucratic functions which are considered as a strong
point in delivering knowledge without obstacles It is difficult to identify the level of
―processes in organization but some points can be highlighted in promotion materials It can
be description of functionality of Information System or description of easy courses
registration
2 Element ―People has deviation in what is expected and what is delivered Students
have a bit higher expectations on the level of teaching staff experience and competence It is
recommended to do a deeper research on the reasons for this deviation But for now it can be
decided to arrange seminars or trainings for teacher to improve their marketing knowledge
and explain commercial tendency in market of high education
3 University ―Physical evidence is has strong rate of sufficiency The only problem that
students do not feel need to pay attention on this element Here MU administration should put
accent on Including pictures of libraries with free Wi-fi canteens computer labs which have
good and pleasant conditions
4 The most important criteria for students to choose MU is high possibility to get
employed at home But this perspective lacks consistency because there is significant amount
of students who remain uncertain in the future employability This gap can be solved by
successful decision making of three elements above ―People ―Processes and ―Physical
47
evidence But it is recommended to conduct further survey questioning the reasons of
students` uncertainty in future employability Maybe the reason is not related to some weak
points in marketing mix but the problem in home countries itself (political instability
nepotism etc)
To sum up the general situation in four factors mentioned above ―processes should be
promoted to international students as a smooth tool in obtaining degree ―people should go
through training on how to deliver lecture in contemporary commercial world of high
education market ―physical evidence should be mentioned in promotion of MU ―student
employability will be interrelated with ―people plus MU has to install closer relationship
with international companies (internships provision seminars with company representatives
professional lectures from leading companies etc)
Secondary information has also a great help in increasing university attractiveness
Viral marketing can be applied to MU because question number 11 shows that internet search
engine is a key tool how students found about MU There is a video of experience Brno life
among Erasmus Students which can be remade as a good promotion video of student life on
campus For Masaryk University very effective tool will be Google Analytics giving a wide
scope of techniques on how to track differentiate and analyze visitors ―Google Analytics is
the enterprise-class web analytics solution that gives rich insights into the website traffic and
marketing effectiveness Powerful flexible and easy-to-use features now give opportunity to
see and analyze your traffic data in an entirely new way With Google Analytics it is easier to
write better-targeted ads strengthen marketing initiatives and create higher converting
websites (Google Analytics website)
In general MU marketing politics should involve techniques mentioned by Jarvis J in his
book ―What Would Google Do Companies must learn that they are better off when they
cede control to their customers Give us control we will use it and you will win
Also it is important to read blogs There are search engines for blogs like Technorati
Icerocket Google Bloglines Pub-sub where MU marketing officials can search for MU
discussion groups or some topics
MU officials should constantly maintain ―conversation with current students It is a good
idea to start communication with those bloggers who care enough to talk about MU products
and service and brand The least MU officials can do is engage them and join the
conversation Even further step can be done Ask consumers what they think MU
48
administration should do MU will end up with better products and do a better job selling
them to more satisfied customers who can even help each other if MU officials let them
Next it will be effective to start university blog where students openly and forthrightly
share the problems and the solutions as they occur There is no reason why a university dean
should not open a direct conversation with the public That will do more to change the
culturemdashto finally make it customer-focused and mean itmdashthan a dozen consultants a
hundred off- sites or a million ad impressions
During of development process of some programs or anything in university it is better to
involve students in this process also
The last but not the least is links on the website of MU There are three links on the ESF
faculty One of them is ―Review of economic perspectives ―call for papers and Citi Bank
banner There should be more links to Headhunters conferences industry associations
current job opportunities etc This gives website alive image and helpful time spending
49
CONCLUSION
This study has been conducted in favor of future Masaryk University prosperity in the
current commercial world Researcher had a strong motivation to give helpful secondary and
primary information which will foster university educational process in the frames of
contemporary world
Of course any research comes up with further recommendations to analyze questionable
matters in results obtained Researcher believes that this work is just another step to constant
need of self-improvement
Researcher advices to put more accent on IT support to promote university image and
therefore increate its attractiveness (Harry Hayward 2011) mentioned that 80 million hours
of video loaded to YouTube every minute So there is high potential for promotion Viral
video of MU will hit several aspects of university improvement brand product suite
differentiation lifestyle according to Dr DJToncich Apart of that it is recommended to
build system of values believes and attitudes among students and university staff and
promote this in the future According to Dr Mark Putman it is essential nowadays to educate
university staff about strategic role of marketing and branding Website analytics would be
useful for measurement and marketing analysis Search optimization engine is another tool on
how to maintain university webpage in the top 10 results in Google chrome or other web
search engines On YouTube there is option to post advertisement of a company only in the
videos which are related to the sphere of products or services company offer So MU might
sign a contract of including its advertisement on videos which has key words as ―education
―high ―in English etc
According to primary data obtained it is obvious that several aspects in MU marketing
mix do not match high criteria among students Once one factor ―People would be solved
through trainings and constant updating knowledge of personnel another interrelated problem
will be offset ndash ―Employability But there is no any research done on interdependence of
these two factors so for further analysis of situation another research should be taken The
main purpose of this research would be identification of cause and effect linkages between
50
―People ―Employability and other factors which influence studentslsquo ability to get high paid
job back home And there are a lot of those factors starting from political situation in the
country to the level of corruption and nepotism
MU has potential to improve its educational process as we do the students because we are
the main customers for our university But one thing should not be forgotten and it is
companies which have strong notion about reality in one or another specialization That is
why my last advice for Masaryk University is to appeal as a liaison entity between students
and companies
51
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Barabba Vincent P Zaltman Gerald 1991 ―Hearing the Voice of the Market Competitive
Advantage Through Creative Use of Market Information Chapter 5
Conway Tony Stephen Mackay David Yorke (1994) Strategic Planning in Higher
Education Who Are the Customers International Journal of Educational Management
Vol 8 Iss 6 pp29 ndash 36
Cooper Donald R Schindler Pamela S 2003 ―Business research methods 8th ed
Dillman Don A 2000 ―Mail and Internet Surveys The Tailored Design Method 2nd
Edition New York
Dekeba Alemayehu 2003 ―Basic of Marketing Research Methods
URL httpwwwglobuszcomebooksMarketingResearchindexhtm
Hemsley-Brown JV and Oplatka I2006 Universities in a competitive global marketplace
a systematic review of the literature on higher education marketinglsquo International Journal
of Public Sector Management Vol 19 No 4 pp 316-338
Harry Hayward ―The power of digital storytelling 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Hair Joseph F - Bush Robert P - Ortinau David J ―Marketing research within a changing
information environment 3rd ed2006
Hsuan-Fu Ho Chia-Chi Hung Marketing mix formulation for higher education An
integrated analysis employing analytic hierarchy process cluster analysis and
correspondence analysis International Journal of Educational Management Vol 2 Iss
4 2008
Jarowski Ajay K Kohli and Arvind Sahay 2000 ―Market ndash Driven Versus Driving
Markets Journal of the Academy of Marketing Science 45-54
Johnson Bob ―Mobile marketing in higher education getting ready for 1012 and beyond
2011
URLhttpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Jarvis J ―What Would Google Do Adobe Acrobat eBook Reader 2008
52
Jonathan Ivy A new higher education marketing mix the 7Ps for MBA marketing
International Journal of Educational Management Vol 22 Iss 4 2008
Kotler Philip Fox Karen FA 1985 Strategic Marketing for Educational Institutions
Mora Michaela ―What Is Statistical Significance 2011
URL httprelevantinsightscomtagsample-size
Nha Nguyen Gaston LeBlanc 2001 Image and Reputation of Higher Education Institutions
in Studentslsquo Retention Decisions International Journal of Educational Management
Vol 15 Iss 6
URL httpwwwemeraldinsightcomjournalshtmarticleid=838798amp
Oppenheim ldquoQuestionnaire Design Interviewing and Attitude Measurementrdquo 1992
Oud Jacqueline 2004 ―Market research versus marketing research
Pimpa Nattavud 2003 ―Internationalization and trade in higher education opportunities and
challenges
Putnam Mark ―Do you drive the agenda or go along for the ride 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Rakhee Vyas Anne L Souchon 2003 Symbolic Use of Export Information A
Multidisciplinary Approach to Conceptual Development and Key Consequences
International Marketing Review Vol 20 Iss 1 pp67 ndash 94
URL httpwwwemeraldinsightcomjournalshtmarticleid=855530
Rich Lyons ―Authentic branding how creating a school brand with culture and curriculum
just might help save us 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Robert S Michael ―Inquiry amp Scientific Method 2002
URL httpwwwindianaedu~educy520sec5982week_1inquiry_sci_method02pdf
Rodriguez G ―5 Questions to Help You Understand Your Customer 2004
URL httpwwwpowerhomebizcomvol146customerhtm
Sekaran Uma Bougie Johan Roger Gisbert2009 ―Research Methods for Business a Skill
Building Approach 5th ed
Singleton Royce A Jr and Bruce C Straits 1999 Approaches to Social Research (3rd
Edition) New York Oxford University Press
Smith Scott M Albaum Gerald S 2005 ―Fundamentals of Marketing Research
Snyder Bruce ―Maximizing the power of web analytics 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Toncich ―Study and Learning in the Australian University System
53
URL httpwwwdoctorteenetfilesunibook04_ppdf
WEBSITES
Experiment-Resourcescom ―Comparing Quantitative and Qualitative Research 2009
URL wwwexperiment-resourcescomquantitative-and-qualitative-researchhtml
Higher Education Marketing Company Canada
URL httpwwwhigher-education-marketingcomcontact
Google Analytics website
URL httpwwwgooglecomintlenanalytics
54
Appendix A Questionnaire
Dear respondent this questionnaire is created in terms of Master`s degree diploma thesis The main goal of
this survey is to improve Masaryk University attractiveness by deriving the reasons for choosing Masaryk
University in obtaining a degree The answers will be kept as confidential and would not be used in any
other purposes other than for this research If you would have any questions regarding the results of this
survey please contact me
Ilya Shaiderov (380502mailmunicz)
Thank you for your cooperation
1 Are you a current or prospective student ____________________
2 What specialization you are obtaining or intend to obtain in MU ____________________
3 Please specify your country of origin ____________________
4 Please rate the level of handling your first phone callemail inquiry by MU staff (only if it is
applicable to your case)
1 2 3 4 5
5 While considering MU as an option to study what criteria did (do) you analyze to check
professionalism of university teaching staff (you may choose several options)
a Number of courses teachers offer
b Quantity of publication of teachers
c Work experience in business sphere
d Academic Experience
e Professional title in business
f I didn`t analyze any information about academic staff in MU
No response
Insufficient response
Sufficient enough
Completely sufficient with additional information
Completely sufficient
55
6 (Only for current students) Could you characterize the process of courses registration usage of IS
system and other administrative and bureaucratic functions of university (please choose one in each
scale)
Convenience
1 2 3 4 5
Usage
1 2 3 4 5
7 (For both current and prospective students) While choosing MU did (do) you check quantity of
books in university library accessibility of electronic databases new editions of study materials
overall quality of library
Yes
No
8 (Only for current students) Please rate MU facilities (buildings classrooms computer labs etc) on
the matter of ―comfortability
1 2 3 4 5
Excellent Good Sufficient Not enough Bad
Completely Convenient
Rather Convenient
Convenient Rather Inconvenient
Completely Inconvenient
Completely Useful
Rather Useful
Useful Rather Useless
Completely Useless
56
9 (For both current and prospective students) How do you rate the following factors as criteria for
choosing MU (1- least important 5 ndash most important)
a Ability to get employment in home country
b Strong academic staff
c Excellent laboratory facilities
d Library facilities
e Worldwide acceptable diploma
10 Please choose (mark ―V) services that MU sufficiently provides to you as a student (in case you
are prospective student - should be provided)
___ Reasonable accommodation (covered by student)
___ The number of modules in the degree and big variety of elective courses
___ Student exchange programs
___ Research environment (sufficient up to date study materials computer labs laboratories etc)
___ Small class sizes
___ Internship possibility
___ Faculty (profound selection of PhD and profession specialists)
1 2
T
y
p
e
a
q
u
o
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e
f
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t
h
e
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o
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o
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e
4
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5
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4
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5
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1 2
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3
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4
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m
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5
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o
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1 2
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p
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r
o
m
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h
e
d
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m
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n
3
T
y
p
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a
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e
f
r
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m
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d
o
c
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m
e
n
4
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y
p
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q
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e
f
r
o
m
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h
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c
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m
5
[
T
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p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
57
11 From what source you first found out about Masaryk University
a Website search engine
b Advice of friends parents etc
c TV
d Newspaper please specify____________
e Journals please specify____________
f Billboards
g Website banners please specify website_______________
h Other source__________________________
12 (Only for current students) If you had do it over again would you still choose MU If not please
specify why
a Yes
b Not sure
c Probably would
d Probably would not (please specify why)
__________________________________________________________________________________
__________________________________________________________________________________
________________________________________________________________
13 (Only for current students) Please describe your level of general satisfaction with university
a Not satisfied at all
b Neutral
c Satisfied
d Very satisfied
58
14 (For both current and prospective students) Do you think MU degree will help you to get above
average salary in your home country
a No b Probably not c Not sure d Probably yes c Yes
15 If you think that MU degree helps to get well paid job in your home country what might be
reasons for that (more than one reason can be selected)
a High standard European education d Possibility to pass internship in Europe
b Degree specialization choice e Other_________________________
c Education in English language
4
(Robert S Michael 2002) gave the most profound characteristic of scientific method
of inquiry which has been chosen for this study Two stages of his proposed method of
inquiry are not included due to different research design taken for this study ndash explorative
(Cooper Schindler 2003) stated several compelling reasons for sampling They
mentioned two types of sampling one of them has been incorporated into this work ndash
probability sampling
Measurement of variables in this work has been done according to (Hair Bush
Ortinau 2006) by assigning numbers and labels to multiple choice answers in questionnaire
The matters of ambiguity and inaccuracy in research have been covered by (Smith
Albaum 2005) (Hair Bush Ortinau 2006) and (Sekaran Bougie 2009)
Research questions arose from two articles wrote by (Jonathan Ivy 2008) and another
one by (Hsuan-Fu Ho Chia-Chi Hung 2008) (Jonathan Ivy 2008) argued in his article that
there are three more elements in marketing mix when talking about service oriented business
like university Those elements were given names as ―People ―Processes and ―Physical
evidence (Hsuan-Fu Ho Chia-Chi Hung 2008) included another important factor for
university promotion and it is the extent of employability after graduation from university
(Dr DJ Toncich2008) is talking about deviations in university slogans and real
university standing In his article there is also explanation of the ways on how to promote
different parts of university image Along with this (Nguyen and Le Blanc2001) emphasize
on market positioning (Bonardi amp Ekwulugo 2003) claimed customer oriented approach that
university should take into promotion and development educational process
Partially (Harry Hayward 2011) touched the matter of video clips as effective tool to
promote university image With support of (Bruce Snyder 2011) web analytics became
another effective tool of keeping track of different target markets and customer preferences
tendencies
(Jarvis J 2008) emphasize on overall marketing politics which encompass existing
blogs analysis creation of internal and external blogs for sharing ideas problems and
thoughts among students and university staff He also proposes to include useful links in
company website
5
1 THEORETICAL PART
11 Marketing versus Market research
It is essential to differentiate those two terms in order not to be mistaken in research
process In the article ―Market research versus marketing research by Jacqueline Oud
market research provides more general information about the market This research can
answer such questions as country specifications market potential and accessibility overall
customer information (who what where when and how) On the other hand marketing
research has more detailed and deep information about customers and their attitude toward
company products This research can be done through interviews customerslsquo feedbacks after
product trials follow-up of the consumer and its behavior It means that marketing research
can include market research but not vice versa
Usually those two terms are used together because market and marketing research can
interconnect during the process of identifying product positioning So this study is
concentrated mainly on conduction marketing research If from the survey it becomes obvious
that some reasons of MU choice related to university environment (eg country
specifications) it will be made partial market research using secondary data
12 Quantitative versus Qualitative Research
The primary aim of a Qualitative Research is to provide a complete detailed description
of the research topic Quantitative Research on the other hand focuses more in counting and
classifying features and constructing statistical models and figures to explain what is
observed
The researcher serves as the primary data gathering instrument in Qualitative Research
Here the researcher employs various data-gathering strategies depending upon the thrust or
approach of his research Examples of data-gathering strategies used in Qualitative Research
are individual in-depth interviews structured and non-structured interviews focus groups
narratives content or documentary analysis participant observation and archival research
6
On the other hand Quantitative Research makes use of tools such as questionnaires
surveys and other equipment to collect numerical or measurable data
Qualitative Research is primarily subjective in approach as it seeks to understand human
behavior and reasons that govern such behavior Researchers have the tendency to become
subjectively immersed in the subject matter in this type of research method
In Quantitative Research researchers tend to remain objectively separated from the
subject matter This is because Quantitative Research is objective in approach in the sense
that it only seeks precise measurements and analysis of target concepts to answer his inquiry
(Experiment-Resourcescom 2009)
The question remains what method should be used after all This study aims to find out the
answer to an inquiry through numerical evidence so quantitative research is applicable in this
case If in the future researcher would like to explain further why this particular event
happened or why this particular phenomenon is the case then Qualitative Research comes
into practice
13 Marketing Research Process
According to Karole Friedmann (2003) Director of Products and Services for the
marketing services company Market Research Project Management Inc marketing research
project will be effective only if the information it provides leads to better business actions
decisions products or strategies In general marketing research is correlated with decision
support system when company executive decreases the risk of uncertainty by conducting
research Successful marketing research provides options for future actions in company
strategy High quality marketing research is proportional to high quality decision
―Marketing research is the systematic and objective search for and analysis of
information relevant to the identification and solution of any problem in the field of
marketing There are several important points in this definition First marketing research is a
systematic search for and analysis of information Careful planning throughout all stages of
the research is a necessity Researches must start with a clear and concise statement of the
problem to be researched Good research practice requires that the information sought the
methods used to collect the information and the techniques employed to analyze the
information be systematically and carefully laid out in advance (Smith Albaum 2005) Also
7
objectivity of marketing research plays another important role in successful marketing
research This criterion allows omitting escalation of commitment and clearly reflecting
current situation
There are pitfalls during marketing research process The most common ones are pseudo-
research and advocacy surveys Pseudo-research is done simply to come up with desired
results There is no objective and ethical approach Advocacy surveys are developed in such a
way that serves the needed answer Along with these two pitfalls the major one for doing
successful research is escalation of commitment when researcher is unable to consider other
variants of research results All these drawbacks might lead to waste of time and money spent
for research
Marketing research process consists of nine steps
Problem formulation
Method of inquiry
Research method
Research design
Selection of data collection techniques
Sample design
Data collection
Analysis and interpretation of data
Research report (Smith Albaum 2005)
Problem Formulation
―From the researcher`s point of view problem formulation means translating the
management problem into a research problemhellip An accurate problem formulation specifies
the types of information needed to help in solving management problemhellip the quality of
thinking about an issue (ie a problem situation) prior to data collection largely determines
the quality of thinking (ie analysis and problem solving) after the data have been collected
(Barabba Zaltman 1991)
Problem itself contains several components
1) The manager(s)decision maker(s) and his her or their objectives
2) The environment or context of the problem
3) The nature of the problem
8
4) Alternative courses of action
5) A set of consequences that relate to courses of action and to the occurrence of events not
under the control of the manager
6) A state of uncertainty as to which course of action is the best (Smith Albaum 2005)
Objectives have wide scope of variability starting from profit increase to serviceproduct
improvement ―The fewer the objectives of any study the easier it is to keep track of progress
toward the objectiveshellip Objectives vary from jointly agreed-upon corporate objectives to the
individual objectives of each employee (Smith Albaum 2005)
Environment of the problem can be related to the market research because it encompasses
such aspects as level of income and rate of growth in the market degree of competition and
government regulation Upon that it might also consider consumer tastes and preferences
Environment has a wide set of factors so researcher should define those factors which are
relevant to the problem
Method of Inquiry
The next stage in marketing research process is method of inquiry or method of
investigation The most objective and reliable is scientific method This method is effective
during the starting point and during the process of results check The main and most profound
characteristic of this method is objectivity It consists of the steps listed below
1 Observation and description of a phenomenon or a group of related phenomena An
investigator has little of prior information This is the stage when qualitative methods may
provide considerable information about what-is
2 Formulation of a hypothesis to explain the phenomena In educational research the
hypothesis is often a question about the relationship between or among variables that may
influence learning The hypothesis may be one that merely asks whether a relationship exists
(correlation research) or the hypothesis may state a cause-and-effect relationship
3 Predict the existence of other phenomena using the hypothesis or predict the results of new
observations
4 Conduct experimental tests of the predictions by several independent experimenters who
use proper experimental methods (Robert S Michael 2002)
9
Research Method
In addition to method of inquiry researcher should select research method There are two
types of research methods experimental and nonexperimental In former type of method
researcher can intervene into research experiment and control external variables It is vice
versa in nonexperimental method (Smith Albaum 2005)
Research Design
Another step in marketing research process is research design which is considered as
specific methods and procedures to obtain information needed Research design stipulates
what information to collect from what sources and using what procedures The key marker of
successful design is whether information collected relates to research problem along with
objectivity and efficiency There are three classes of designs ndash exploratory descriptive and
causal In exploratory design researcher identifies and formulates problem along with
development of alternative courses of action It is also considered as a first step in a broad
study in order to get sufficient knowledge and narrow down the problem area Sequence in
exploratory studies lead to three steps
Search of secondary information
Interview experts in a given field
Checking similar situations
Descriptive research design is more narrowed in contrast to exploratory one In former
specific research questions are postulated already The research problem is familiar and
specific This research is preplanned and structured Descriptive research covers such areas as
product research promotion research distribution research and pricing research
Causal studies help to predict causes of deriving such hypothesis The key purpose here is to
define relationships of causal factors to the effects of our prediction Researcher might build
a chart depicting several possible factors that brought situation to a current condition If there
is only one factor this would directly have influence on the situation If there is more than one
factors it is time to verify which one of those led to situation change This approach is called
casual relationship If there is only one factor there might be applicable deterministic
causation Another type of causal studies in probabilistic causation which is expanded version
of deterministic causation with more than one variable (Smith Albaum 2005)
In marketing research sources of information vary but serve as a tool to decrease uncertainty
and check hypothesis There are secondary sources respondents natural experiments
10
controlled experiments and simulation Secondary sources are taken from external
organizations which conducted research with similar purposes Usually it is statistical
committees government bodies NGO`s and etc Respondents also serve as a source of
informative and behavioral information Experiment usage might also bring valuable
information Sometimes it is better (high expenses time shortage) to implement simulation to
a certain situation Simulation is considered as a set of techniques for manipulating a model of
some real world process to find numerical solutions useful in the real process being modeled
(Smith Albaum 2005)
Selection of data collection techniques
Information itself is divided into three categories primary secondary and commercial
Secondary information is gathered by passing actual research conduction Primary
information is coming from data collected by investigator and serve as a main answer to
research question Commercial data is collected by marketing agencies and contains primary
and secondary information
It is better to start collecting secondary information first because it is less expensive and it
can offset the need of doing own research Even though if it will not solve the problem
secondary information can clarify the problem in more detail and help to develop advices to
research questions Also help in planning the gathering of primary data and defining the
population and selecting the sample
Secondary Information
Secondary information has two types ndash internal and external Internal information can be
found within the company past researches and report whereas external is outside of the
company Using internal secondary information will shed light on model and size of product
by area kind of account and industry medium amount of sales by area sales volume
percentage share of sales by product model product size etc External secondary information
allows verifying overall size of market characteristics of market features of competitor
products prices and promotion (Smith Albaum 2005)
Primary Information
The major source of marketing research is primary data In the process of gathering this
data researcher deals with respondent Respondent is a person who provides answers to the
11
questionnaire developed by researcher Answers are not the only findings that can be
collected in primary data collection Respondentslsquo behavior is another key aspect to observe
and analyze future choice of consumer
The main advantage of primary data collection is itlsquos up to date information which respond
researcherlsquos main criteria ndash the extent of the obsolescence of collected data That is why
primary data gives more realistic view to the researcher Another advantage is that primary
information can be collected in varied ways from interview to email questionnaire This gives
researcher flexibility in choosing process Cost and time spend to acquire this type of
information varies It can be attributed to the quantity of respondents should be asked their
accessibility in terms of location and etc So it is the researcher who decides whether to
collect primary data or not based on availability of secondary data time and budget of
research
The main disadvantage of primary data collection is incorrect questionnaire design
(questions answer options place of survey and etc) If doing so researcher may mislead
himself in data analysis and come up to a wrong conclusion Time might be another aspect to
consider as disadvantage for collecting primary data There is higher possibility to obtain
statisticalmarket research from some agency already prepared rather than spending time in
collecting surveys analyze them and synthesize to make final conclusion The best option is
of course to attain secondary information about the topic and then based on its outcomes
collect primary information
In this study will only be included quantitative techniques Questions will be included to
derive attitude to contemporary high education among students
Sample Design
It is rare that in marketing research the whole population is analyzed Sample is mainly a
small representative group of people that reflects all potential consumers Sample selection is
derived from consideration of the relevant systematic and variable errors that might occur
during the research process (Smith Albaum 2005) ―There are several compelling reasons
for sampling including (1) lower cost (2) greater accuracy of results (3) greater speed of
data collection and (4) availability of population elements There are two types of sampling
to choose nonprobability and probability sampling Probability sampling is based on the
concept of random selection ndash a controlled procedure that assures that each population
element is given a known nonzero chance of selection In contrast nonprobability sampling is
12
arbitrary and subjective Each member does not have a known nonzero chance of being
included (Cooper Schindler 2003)
Analysis and Interpretation of Data Collected
The first step in processing of data is editing of complete schedulesquestionnaires Editing
is a process of checking to detect and or correct errors and omissions Editing is done at two
stages first at the fieldwork stage and second at office
Field editing
During the stress of interviewing the interviewer cannot always record responses
completely and legibly Therefore after each interview is over he should review the schedule
to complete abbreviated responses rewrite illegible responses and correct omissions
Office editing
All completed schedulesquestionnaires should be thoroughly checked in the office for
Completeness accuracy and uniformity
Coding
Coding means assigning numerals or other symbols to the categories or responses For
each question a coding scheme is designed on the basis of the con med categories The coding
schemes with their assigned symbols together with specific coding instructions may be
assembled in a book After the transcription of data is over data are summarized and arranged
in a compact form for further analysis This process is called tabulation
Tabulation
Thus tabulation is the process of summarizing raw data and displaying them on compact
statistical tables for further analysis It involves counting of the number of cases falling into
each of several categories
Tabulation can be done by hand or by mechanical or electronic devices The choice depends
upon the size and type of study cost considerations time pressures and the availability of
tabulating machines or computers In this project tabulation and statistics will be done by
using Microsoft excel spread sheet (Debeka 2003)
The Research Report
―Results of the research can be described in short or in long reports Short reports are
appropriate when the problem is well defined is of limited scope and has a simple and
straightforward methodology Short reports are about five pages Long reports are of two
13
types Technical report is written for an audience of researchers And management report
written for the nontechnically oriented manager or client (Cooper Schindler 2003) This
paper is considered to be a tool for a managing director (dean) of the university who might
not have research background so the results of the research will be represented as managerial
report
14 The Research Plan
Research plan is needed to organize everything in a way that each stage would clearly
derive from the previous one It is a tool to control and follow up all procedures of research
project It starts off with stating objectives (primary and secondary) then problem analysis
(includes research problems questions hypotheses interconnection between objectives and
problem) Research design is next one It has four subsets (1) research methodology (how the
research will be made) (2) research techniques (methods and procedures for data gathering)
(3) sample design and selection (what is the size of sample is there any subsamples how you
will make sure that it is representative sample How the sample size was determined) The
fourth stage of research plan is proposed analysis (tabulation procedures cross-analysis
tabulations and their reasons type of statistical analysis) (Smith Albaum 2005)
15 Measurement
In marketing research measurement plays a key role Accurate measurement of variables
brings to right results and therefore to right management decisions The main goal of accurate
measurement is to characterize customers` attitude toward a product ―Researchers use the
measurement process by assigning either numbers or labels to (1) people`s thoughts feelings
behaviors and characteristics (2) the features or attributes of objects (3) the aspects of ideas
or (4) any type of phenomenon or event using specific rules to represent quantities andor
qualities of the factors being investigated For example to gather data that will offer insight
about people who shop for automobiles online (a marketing phenomenon) researcher collects
information on the demographic characteristics attitudes perceptions past online purchase
14
behaviors and other relevant factors associated with these people (Hair Bush Ortinau
2006)
Two of the primary criteria of evaluation in any measurement or observation are
Whether we are measuring what we intend to measure
Whether the same measurement process yields the same results
These two concepts are validity and reliability Reliability is concerned with questions of
stability and consistency - does the same measurement tool yield stable and consistent results
when repeated over time Validity refers to the extent we are measuring what we hope to
measure (and what we think we are measuring) To apply these concepts to social research
we want to use measurement tools that are both reliable and valid We want questions that
yield consistent responses when asked multiple times - this is reliability Similarly we want
questions that get accurate responses from respondents - this is validity (Smith Albaum
2005)
16 Designing Questionnaires
After determining established set of scale measurements it is the time to format them into
an instrument for collecting raw data from respondents The purpose of designing reliable
questionnaire is to collect high quality primary data which can be easily transformed into the
information for the manager The main principle in developing questionnaire is its logic
objective and consistent approach rather than creative way of questions development
Everyone understands that words go into questions and that questions go into questionnaires
but not everyone understands that writing questions does not give you a questionnaire (Hair
Bush Ortinau 2006)
During the procedure of formulating and asking questions response nonresponse errors
occur Nonresponse errors can occur due to the length of questionnaire or questions their
complexity or inclusion of personal questions To avoid such type of error it is necessary to
use innovative way of questions formulation by keeping them concise and in the same time
sufficient enough The next step is to shuffle up the formats of questions to keep interest of
respondent to answer Keeping respondent well informed about directions of each part of
questionnaire is also important Researcher should put emphasis on style and format of
questionnaire (font color of paper graphic attributes etc) The final aspect is numbering the
questions to help keep track for both researcher and respondent
15
Response error rise when the actual value of variable contradicts with one in the report
This error can rise from both sides researcher or respondent Respondent is considered as a
person who provides information through communication (interviews questionnaire) or
observation (researcher observe behavior of respondent) Response error though can occur
during one or both of those processes To verify reasons of errors researcher should analyze
steps in delivering information The first one is information formulation and the second is
information transfer Inaccuracy happens during formulation step and ambiguity during
information transfer to respondent (Smith Albaum 2005)
17 Inaccuracy
Inaccuracy as a cause of questionnaire design means that false report is obtained from the
attitudes preferences beliefs feelings of respondent Questions and scales must be used that
enable to get the whole picture of respondent perception on the matter rather than to get a
fragment of his perception Accuracy itself refers to the degree to which the data provide the
researcher with a description of the true state of affairs From this point ―questionnaire design
precision rise up which is the extent to which a questionnaire design can reproduce similar
results over repeated usages (Hair Bush Ortinau 2006)
There are two types of inaccuracies predictive and concurrent Former one is caused by
inaccurate intentions of researcher during problem formulation Concurrent inaccuracy
happens when respondent intentionally provides inaccurate information
Inability to respond and unwillingness to respond are the most common concurrent
inaccuracies Inability to respond happens when question is posed the way it is hard to answer
without certain actions of respondent (check look up some features of product in question)
These problems might occur if respondent does not remember product features questionnaire
is unrealistic badly designed or directed to improper person Also if construction of questions
is developed with misuse of words or general terms
―Unwillingness to respond deals with motivation of respondent Respondent will not
provide accurate or any information due to several costs One of them is time costs which
require respondent to spend time for questionnaire completion So if respondent is busy or
questionnaire is too long she would answer the questions as quick as she can without paying
attention to accuracy For this reason questionnaire section will contain this phrase ―Do you
16
have time now to answer questions or would you rather set a time when I could contact you
again
Second problem is perceived loss of prestige Some questions might influence prestige of
respondent and then he tends to answer in a way not to lose his prestige which leads to
inaccurate answer Examples of areas which involve prestige level is age income educational
level and job position The main key to solution of this problem is to ask for information
twice in different ways
Third area of questions that might bring to unwillingness to respond is invasion of privacy
If questions touch private information about respondent inaccuracy and nonresponse take
place Such area includes questions about family matters income and money attitude finance
respondent hygiene political views religion and etc In this case indirect questions can help
or in case of direct questions still have to placed they should be included in the end of
questionnaire (Smith Albaum 2005)
18 Ambiguity
Ambiguity is considered as errors in constructing written and oral words or behavior
Inaccuracy errors occur during the formulation of information whereas ambiguity errors
happen during transfer of information through communication or observation Unambiguous
situation is the one where researcher asks question and respondent answer based on the same
meaning of words In this case two phase process takes place When question interpreted by
respondent has the same meaning as it is in interpretation of researcher And answer by
respondent is understood the same way as by researcher (Smith Albaum 2005)
―The language of the questionnaire should approximate the level of understanding of the
respondents The choice of words will depend on their educational level the usage of terms
and idioms in the culture and the frames of reference of the respondents If some questions
are either not understood or are interpreted differently by the respondent the researcher will
obtain the wrong answers to the questions and responses will thus be biased Hence the
questions asked the language used and the wording should be appropriate to tap respondents`
attitudes perceptions and feelings (Sekaran Bougie 2009)
Also implicature is an issue related to ambiguity when researcher is using elliptical
sentences (starting with ―Why ―What ―How) and respondent fill in the missing content
17
by herself In standardized interviews respondent should interpret questions as he can which
leads to miscommunication and wrong results So conversational interviewing is when
researcher is trying to explain the meaning of question and not influence the answer (Smith
Albaum 2005) Interview refers to qualitative method to obtain data this study has
quantitative research so it becomes crucial to construct clear and concise questions For this
purpose there will be pretest of questionnaire research by giving out it to my friends and get
feedback Another way to track understanding level of respondent is to set sub questions in
questions which contain highest probability to mislead respondent By simply asking the level
of question comprehension (good or fair) researcher can identify the level of ambiguity in
answers and track those answers which are answered with ―good level of understanding
Question form and question wording has certain relationship to ambiguity
There are four questionanswer types
1 Free answer (open-ended text)
2 Dichotomous and multiple choice answers (select k of n)
3 Rank order answers
4 Constant sum answers
1 Free answer questions imply that respondent will give full answer to the question in his
own words This type of questions require respondent to have ability to express completely
and concisely That is why free answers have great extent of ambiguity during interpretation
process
2 Dichotomous and multiple choice answers are the most common in questionnaires
development General form for both of these answer types is selection of ―k optional answers
out of ―n available ―Select exactly 1 of n Answers is one of such type of answers This is
simple form where k=1 and n is up to researcher desire In dichotomous question options (n
values) range into two extremes (―Yes ―No ―In favor ―Not in favor ―BuyDo not buy
etc) Multiple choice answers are just an extension of dichotomous questions Multiple choice
questions may require selection of several ―k out of ―n possible answers or selection
unlimited amount of ―k answers out of given ―n options
3 Rank order answers allow to put gradation to answer options This type of answers
characterizes data on the most prevailing option and the one which has the least importance to
18
respondent Typical questions can include determining ranking of preferences first to last
most current to least current and etc The most common bias here is that first optional answer
in the question has more chances to be selected Also tied rankings may cause another
problem of data weakening When it is allowed to rank several answer options into one
ranking level it is impossible to determine results out of this answer For the efficiency
purposes maximum of answer options given in rank order questions vary from five to seven
If it is more than seven it is hard for respondent to identify clearly the right ranking order
4 Constant sum question is the form of ranking using allocation of one hundred percent to
the options containing reasons for the statement asked It can be options for the reasons of
company product purchase (Smith Albaum 2005)
Also to create a good questionnaire researcher should include ―positively and negatively
worded questions Instead of developing all questions positively it is better to mix them with
negatively worded questions to reduce the probability of mechanical filling the questionnaire
by respondent ―A respondent who is not particularly interested in completing the
questionnaire is more likely to stay involved and remain alert while answering the questions
when positively and negatively worded questions are interspersed in it For instance if the
respondent has circled 5 for a positively worded question such as ―I feel I have been able to
accomplish a number of different things in my job he cannot circle number 5 again to the
negatively worded question ―I do not feel I am very effective in my job hellip The use of
double negatives and excessive use of the words ―not and ―onl should be avoided in
negatively worded questions because they tend to confuse respondents (Sekaran Bougie
2009)
19 Hints to improve quality of questionnaire
A Neutrality and don`t know or no opinion
It is an option given to respondent to remain neutral to the question provided Once third
option is included researcher does not force respondent to answer and it makes questionnaire
more polite to respondent Based on the nature of the question researcher may include such
options like ―don`t know ―no opinion or ―not applicable ―Don`t know might be
attributed to question dealing with some facts whereas ―no opinion can be attributed to a
19
certain attitude of respondent If such type of option will be included it is important to
increase sample size because of increased probability for respondent to choose neutral answer
B Dichotomous questions
It is the easiest type of questions for respondents It is considered as a question with
average probability for being ambiguous But it has the lowest probability of being ambiguous
among free-answer questions and multiple-choice questions
C Multiple choice questions
The researcher has two options if she wants more detailed information in a certain
question It is to create multiple choice question or free-answer question Usually multiple
choice questions are more complex and longer than the other two (dichotomous and free-
answer) Ambiguity in such type of questions derives from inability to formulate mutually
exclusive alternatives Another reason for ambiguity is limitation of the chosen answer
Respondent should select only one option which most widely answers the question For this
reason researcher may offer to select as many options as respondent wishes There is a table
below which shows relative probability of ambiguity related to form of question
Table 1 ―Form of Question and Relative Probability of Ambiguity (Smith Albaum 2005)
D Question wording
Selection of right words plays important role in questions development So in wording
choose researcher should be extremely careful Ambiguity in wording has several sources
Question length
Respondent unfamiliarity with some words
Relative Probability of Ambiguity
Form of Question Question Answer
Free-answer Lowest Highest
Dichotomous Average Lowest
Multiple-choice Highest Average
20
Ambiguity of context
Two questions included in one sentence
Too broad questions
If questions are too long this will confuse respondent and affect data accuracy For this
reason researcher should keep questions concise and clear If some words in question are
unfamiliar to the respondent this will also lead to confusion and inability to provide right
information So in case of scientific wording in questionnaire and non-homogeneous
backgrounds of respondents low level of vocabulary should be used Also researcher should
verify whether questions imply only one matter in order not to mislead respondent Questions
that lack specificity should also be avoided Those questions are developed with general
words like ―how often for example
In general researcher must provide alternative question wording pretesting and
verification by observation In alternative question wording first have of sample group may
get options in one order and the second one in reverse order Once questionnaire is ready
pretesting is another good way to decrease ambiguity Only one concern here is to choose
relatively the same group of respondents as it will be in the real research By close
communication with respondent in pretesting step researcher can determine some troubles
misunderstandings arose during this step And last advice is verification by observation
Researcher can (where it is possible) verify answers of respondents by observing their actions
related to questions answered It is not the easy activity so only those questions will be
verified where it is possible to do so (Oppenheim 1992)
110 Sampling procedures in Marketing Research
―Sampling is a selection of small number elements from a larger defined target group of
elements and expecting that the information gathered from the small group will allow
judgments to be made about the larger group The main idea of sampling is that a decision is
based on the assumption that the smaller portion or sample is representative of the larger
population (Hair Bush Ortinau 2006)
There should be a strict order in defining sample for research
21
Chart 1 ―Defining Sample
Sampling procedure starts with defining of population Population is amount of units
(individuals legal entities households) which has one or more similar feature among each
other In order to specify population researcher should answer such questions as what kind of
units (elements of analysis) to be included where they reside or their origin and when
(dimension of units in terms of timeframe) Population should be defined as precisely as
possible At the moment of finalizing population definition investigator decides whether it is
necessary to investigate the whole amount of population (census) or a part of it (sample) The
choice depends on the size of population If the size of population is small census can be an
optimal option otherwise should be created sample
Sample design includes type of sample sampling unit and sample frame Majority of
samples are selected by choice of investigator as non-probabilistic method Where
investigator selects elements of sample in terms of convenience availability and own
judgment Researcher uses table or any other random selective device for the probable
method (Smith Albaum 2005)
Define population
Sample design
Sample size
Estimate costs of sampling
Census vs Sample
Execute sampling process
22
―Sampling unit is the basis of the actual sampling procedure It is that segment of the
population actually chosen by the sampling process The sampling unit may contain one or
more population elements That is these units may be individual elements or aggregates of
individual elements (Smith Albaum 2005)
Sample frame is considered as a list of elements of the population For instance it can be
list of characteristics of elements which are expected to pass the interview or fill out
questionnaire In a perfect case sample frame should determine each population element once
and should not include those elements which are not in the population criteria There several
options below of inaccurate sample framing process
Chart 2 ―Sample Framing Processes
A Incomplete
Sampling frame
B Too Comprehensive
C Combination
Sampling frame Population
Sampling frame Population
Population
23
There is also set of questions to ask during generation of sampling list
Does the list contain everyone in the survey population
Does the list include names of people who are not in the study population
How is the list maintained and updated
Are the same sample units included on the list more than once
Does the list contain other information that can be used to improve the survey
(Dillman 2000)
There are four traditional approaches for the determining sample size
1 Arbitrarily or judgmentally determined
2 Minimum cell size in analysis
3 Based on budget
There are two types of costs in sampling process fixed and variable Fixed costs are those
which are determined and constant Variable costs depend on the volume of study being
conducted The dashed line in the upper graph shows interrelation between costs and sample
design If costs are too high researcher reconsiders sample design or sample size
The last step is actual choice of sample There are two main criteria for this process
sample must be adequate and representative For the sample being representative means that it
reflects overall characteristics of the whole population Adequacy is sought in sufficient
amount of elements selected to provide stable results Also there are two types of sampling
designs probability and non-probability samples Non-probability sampling differs from
probability sampling on the basis that in non-probability sampling the sample elements do
not have a known nonzero chance of being selected for the sample In probability sampling
each element has a known and equal probability of selection This study incorporates
probability design because there are no any predisposed respondents (Smith Albaum 2005)
111 Editing Coding and Descriptive Analysis
―Completed questionnaires or other measurement instruments must be edited coded
entered into a data set for processing by computer and carefully analyzed before their
complete meanings and implications can be understood (Smith Albaum 2005)
24
The main reason for this process is converting data obtained into information which will
provide inferences and answers to research question A certain sequence is needed to perform
successful data analysis In short there should be definition of response categories at first
then editing and coding and at last tabulation All these three steps will be implemented in the
practical part
112 Research Errors
In any research errors will occur so management of errors must apply Errors can arise in
any stage of marketing process from problem formulation to report development It is a goal
of investigator to minimize those errors The value of total error is comprised of sampling
error plus non-sampling error Sampling error (usually called as random sampling error) is the
difference between planned sample and the list of interviewees it is formed Non-sampling
errors are those which are not related to the sample itself Usually non-sampling errors related
to sort of bias as the difference between the true value of that which is being measured and the
average value derived from a number of independent measurements of it There are eight
major types of errors
Population specification ndash difference between required population and population
chosen When researcher chooses inappropriate population for the data collection
Sampling difference between required sample and the one that has been selected
When sample does not represent the population selected by using probability sampling
method
Selection error usually occurs when researcher pick up respondents whom she knows
who is more pleasant in general who is easily reached This tendency deviates real
population selected
Frame error Sample frame is a set of representatives of population who relate to
required sample The frame error occurs when elements which are not in the sample
group are investigated
Nonresponse error occurs when all members of the sample cannot be reached or they
refuse to respond
Surrogate information error occurs when investigator is unable to obtain responses and
replace it with proxy answers leading to surrogate information
25
Measurement error occurs in several stages of research transmittal response analysis
In general researcher represents information that he wants rather the real one
Experimental error When investigator is measuring the influence of independent
variables on dependent one while controlling extraneous variables (Smith Albaum
2005)
2 PRACTICAL PART
21 Marketing Research Process Applied
For this study it has been identified that the problem of current situation in MU is its
inability to attract more international students
Problem Formulation Prospective students do not choose MU for degree obtainment
Research goal To identify ways on how to increase studentslsquo inflow into MU by means of
detecting general preferences of MU customers (prospective students and current students)
Research questions
Based on the study of 7P approach made by Jonathan Ivy one research question arises
1 On what element of marketing mix students relied more when choosing MU ―People
―Physical evidence or ―Processes
From another study made by Hsuan-Fu Ho and Chia-Chi Hung second research question
arises
2 Does the possibility of domestic market employability after graduation plays the key role
for choosing MU
26
Method of Inquiry
As been mentioned in the theoretical part the first step in method of inquiry is observation
and description of a phenomenon or a group of related phenomena This step is known for its
qualitative methods of applicability
Have been studying for almost two years in MU and communicating with dozens of
international students I found several aspects to consider for MU attractiveness improvement
Students who stay longer than a semester differ from those who came just for one semester
under Erasmus exchange program This research deals with the first category of students and
for them it is important to have more frequent university-student correspondence Keeping the
fact that education process in Masaryk university different and complicated in terms of
Information Technology (student information system is very confusing with no English
version of some pages) there should be prepared an orientation seminars on how to effectively
use all university premises and surrounding city facilities It can be easily done with the help
of International Students Club which has excellent image among such clubs in Europe There
is orientation week for students but from the students point of view is more prepared to make
things done (like ISIC card issue register to information system) rather than providing
students with tools on how to achieve what they need to This can easily be done by
information system additional applications of city university map student forums and
discussion groups The information system should be done in more client friendly way with
good English translation of the web pages
This work would not include any hypothesis because of the chosen research design ndash
explorative
Research Methodology
In this will be applied nonexperimental method because of objectivity purposes There is
high risk of mislead and misinterpretation to the respondent which will affect the survey
results
Question number 1 2 3 in the survey (can be found in appendix of this work) was
included for the reason to find additional information from prospective students who intend to
continue their study Question number 11 gives idea on the effective media channel that
students got information from Question number 12 and 13 will help to summarize general
student opinion on MU and find some deviations from the rest of the questions
27
Below are the questions in the survey which relate to research question number 1 ―On what
element of marketing mix students relied more when choosing MU ―People ―Physical
evidence or ―Processes
Question number 4 6 7 was adopted from literature source (Jonathan Ivy 2008) of
theoretical part This question identifies the level of ―Processes element of marketing mix
Question number 5 based on the same literature source was adopted to verify another element
of marketing mix ndash ―People Question 8 uncovers the level of third element ―Physical
evidence Question number 10 encompasses all three elements to double check the main
criteria that students choose or consider MU to study
Below are questions in the survey which relate to research question number 2 ―Does the
possibility of domestic market employability after graduation plays the key role for choosing
MU
Questions number 14 and 15 will help to identify the level of studentslsquo motivation to enter
MU for the reason of higher chance of employability after graduation These questions were
adopted from literature source provided by Hsuan-Fu Ho and Chia-Chi Hung
Question number 9 relates to both research questions because it covers the scale of
significant factors that might affect student to choose MU
Research Design
The study entitled ―Quantitative Marketing Research attempts to accumulate the sequence
of procedures to conduct successful marketing research It has been chosen to use quantitative
research for the reason that study aims to find out the answer of a research questions through
numerical evidence This method enables researcher to gather existing information and data
regarding interrelationship between low rate of students registration to MU The study will
help to answer on two research questions posed in this work
Selection of data collection techniques
The study incorporates two techniques of data collection secondary and primary
collection Secondary information reveals current situation of HE marketing worldwide and
primary information helps to find the match up for solution of MU problem and secondary
information findings
28
Sample design
Researcher uses probability sample design with quantity of respondents equal to 26
Data collection
For study purposes data will be collected by giving out questionnaires to current and
prospective students who study or intend to study in English in MU Hard copy questionnaires
will be collected after respondents finish answering them Total collected questionnaires
amount to 26
Research errors
Population Specification error is mastered by questioning potential respondent whether
shehe studies in English Sampling difference researcher will overcome by keeping the
highest level of variety of respondents (by country of origin) Selection error is out of the
matter because researcher is not introduced to the majority of students studying in English
Nonresponse error may occur for the further purposes of the research respondents would be
asked the reasons for rejecting to fill out questionnaire The same procedure is for the
surrogate information ndash if researcher will not be able to get answers from respondents they
will be asked about the reason of rejection
22 Analysis and interpretation of data
Secondary and Primary data is analyzed and interpreted in section 23 and 24 below
23 Secondary data
Marketing communication of universities
As has been mentioned previously in this work the best option to collect relevant primary
data is to rely first on secondary information and then delve down in certain aspects by
collecting primary information In this item it will be explained what has been done in
marketing communication of universities around the world This part will also cover the
question of what communication strategies and tools the international universities use to
attract their students
29
From the first finding to start universities all over the world practicing advertising
campaigns with such words as ―Internationally renowned Award winning Prestigious
Proud history Career oriented etc But not all the time these sparkling words are real truth
―Does it actually matter whether a university has ―tradition if its current practice is poor
Does it matter if a university is ―internationally renowned if the particular course that is
being considered is known to be badly operated by local standards Does it really matter if a
university has ―a proud history if the present isnlsquot very good (Dr DJ Toncich2008)
Australian professor Dr DJ Toncich in 2008 published a book ―Study and Learning in
the Australian University System where he clearly stated various forms of
Marketing in universities of Australia ―The most common example of universities selling the
sizzle rather than the sausage appears in areas such as science engineering and architecture
where potential students are bombarded with glamorous images of spacecraft sky-scraper
buildings nuclear reactors and so on There are different ways how universities attract their
students There is a table provided by Dr DJ Toncich which explains the ways on how to
promote different parts of university image
Table 2 ―Ways on how to promote elements of university image
30
A ―Tool is a part of company (university in this case) image which should be promoted
And ―Vehicle is the way part of the image can be promoted ―Some key points to note are
that the mass media outlets (newspaper television and radio) having the broadest audience
are generally reserved for ―big picture marketing including the universitylsquos brand and
confidencereinforcement strategies Self-evidently promoting to the broadest audience is the
most costly way of getting a message out so the message needs to be simple and clear The
more specialized the audience however the more detailed the information ndash for example
university course guides and handbooks have the most specific audience and subsequently
the highest level of information density In these vehicles there is generally less content
related to the big picture issues of confidence and brand (Dr DJ Toncich 2008)
Nguyen amp Le Blanc (2001) focused on the image and reputation of the institution and
referred to the crucial role these factors played in the development of market positioning ndash
they drew on the well established concepts and theories in business sector marketing for their
study Bonsardi amp Ekwulugo (2003) who claimed that ―a centrally important principle of
marketing is that all marketing activities should be geared towards the customer also relied
on the literature used in business sector marketing and applied it to the context of higher
education
Branding is important for university to stand out in the market In ―ConnectEd
Symposium for the marketing of Higher Education (Chicago November 2011) Rich Lyons
(Dean Haas School of Business University of California Berkley) argued that
―What passes for branding in higher education is often nothing more than a catchy slogan
and logo Branding projects in universities sometimes evoke hostility indifference or bothmdash
or raise the question of why a good school would need to be so concerned about its image that
it would resort to ―corporate measures But when branding reaches deep to magnify a
schoollsquos differentiation and its core essence the result can be a powerful boost on multiple
dimensionsmdashstudent recruitment alumni interest fund raising media interest and so on And
it can resonate with key audiences emotionally to align what the school does with their
passion to change the world Dean Rich Lyons has led the Haas School of Business at UC
Berkeley in branding the school based on codifying its distinctive culture driving that culture
through its business processes and reforming its curriculum to produce a particular type of
leadermdasha path-bending leader The process is lengthy difficult and risks are high Learn why
the rewards of an authentic brand are worth the effort
31
According to this speech strong brand is coming from the culture of interaction among
students and all university staff Mainly students and professors should clearly understand
what matters mostly attracted them in chosen university (values believes attitudes etc should
match up with student`s)
Another aspect for university marketing start up procedure is reposition communications
as a strategic function in a more proactive attitude This matter has been covered by Dr Mark
Putnam President Central College IA in his article ―Do you drive the agenda or go along for
the ride In this article author ―sought to change the view of the marketing and
communications team from customer service providers to strategists He set a good example
with presidential blog using it to elevate the level of discourse at Central Putnam has a track
record for this kind of change management As senior vice president at Northeastern
University (Boston) he worked with the communications team to educate the university about
the strategic role of marketing and branding He comes by this perspective naturally (Dr
Mark Putnam 2011)
To improve university technical tools in attracting students mobile marketing is a great
way ―Mobile marketing brings challenges and opportunities to higher education when scarce
resources limit the ability to add new technologies and techniques to communication plans
We examine the mobile marketing landscape in search of whats most relevant to higher
education today with special attention to student recruitment and brand strength Areas
covered include site design for best task completion writing right for mobile sites monitoring
web analytics and integrating with traditional and social media websites (Bob Johnson
2011)
Another technical tool is digital video clips ―Video in its many forms is becoming a
major factor in our collective lives (80 million hours of video loaded to YouTube every
minute for example) As digital storytelling it is also being used in a variety of ways to build
brand equity with internal and external audiences Outcomes will be a better awareness of the
current trends in using video as a brand building tool and a field guide for teaching others
within the organization to make powerful digital stories Im currently using the workshop at
the UW to train students who will study abroad to make and distribute good quality video
about their experiences (Harry Hayward 2011) In case of brand building using video
assistance viral marketing campaign might work And the last idea which will increase
university profit is web site analytics ―The website is not only a conduit for most of your
marketing efforts todaymdashitlsquos also an incredible tool for measurement and marketing analysis
32
With web analytics you can better quantify the impact of your marketing campaigns improve
the effectiveness of your website segment visitors for micro-marketing efforts and generate
valuable marketing intelligence (Bruce Snyder 2011)
Marketing is the process of customer identification (needs views preferences financial
possibility to buy certain product) This task will be done through primary information
analysis Another task in marketing is development of ―analytics-driven approach to help to
reach a targeted student through search engines mobile smartphones text messaging email
newsletters and social media (Higher Education Marketing Company) This company has a
straight and logic view on marketing process in university which provides a wide scope of
services Google Analytics Search Engine Optimization Pay Per Click Marketing Social
Media Marketing Google Maps amp Local Search Web Design amp Development Mobile
Marketing Short Message Service (SMS) Another very effective tool is SEO (search engine
optimization) which allows embedding into the company website option for the most
important (most likely needed) words phrases while creating company web pages This set of
words with high possibility that potential customer will dial up will give opportunity for the
company website to pop up in the top list of the search engine (Google chrome yahoo etc)
Under research problem ndash low enrollment of students the researcher should look for the
findings of other studies relevant to this study problem The questions to start with are ―What
factors in university marketing practices are missing to achieve constant enrollment growth
―Is there any interrelationship of those factors and university attractiveness growth
One of the studies has been conducted among students registered state subsidized
universities in South Africa The purpose of this paper was to present a new marketing mix
based on MBA studentslsquo attitudes and opinions towards the marketing initiatives of business
schools in South Africa The findings of this study revealed showed seven quite distinct
underlying factors in the marketing activities of these business schools some covering the
same elements of the traditional marketing mix people promotion and price There were
however four different elements programme prominence prospectus and premiums ―The
marketing mix is a set of controllable marketing tools that an institution uses to produce the
response it wants from its various target markets It consists of everything that the university
can do to influence the demand for the services that its offers Tangible products have
traditionally used a 4Ps model the services sector on the other hand uses a 7P approach in
order to satisfy the needs of the service providerlsquos customers product price place
promotion people physical facilities and processes The product is what is being sold It is
33
more than a simple set of tangible features it is a complex bundle of benefits that satisfy
customer needs The price element of the services marketing mix is dominated by what is
being charged for the degree or tuition fees that are required to enroll at the university Place
is the distribution method that the university adopts to provide the tuition to its market in a
manner that meets if not exceeds student expectations Promotion encompasses all the tools
that universities can use to provide the market with information on its offerings advertising
publicity public relations and sales promotional efforts (Jonathan Ivy 2008) This traditional
model encompasses tools which deal with tangible products In case of university it provides
intangible product which needs more tools for promotion Fifth tool is people who are
considered as a staff in university (academic administrative and support staff) To have a
prominent image university should have teaching staff reputations PhD holders Professorial
title holders Also administrative staff can also play an important role to attain prospective
students by simply providing professional phone call inquiry
The newest addition to the marketing mix is physical evidence and processes Physical
evidence is attributed to internal and external appearance of the entity (from teaching
materials to facade of the building and lecture rooms) ―Processes are all the administrative
and bureaucratic functions of the university from the handling of enquiries to registration
from course evaluation to examinations from result dissemination to graduation to name but
a few During the period that the student is registered processes need to be set in motion to
ensure that the student registers for the correct courses has marks or grades correctly
calculated and entered against the studentlsquos name and is ultimately awarded the correct
qualification While this might seem quite straight forward there are numerous other
processes that need to be implemented concurrently (with the finance system
accommodation time tabling and the library) to ensure the highest level of student
satisfaction The findings of this research suggest that the traditional 4- 5- and indeed 7P
marketing services marketing mix may not be the best way to approach the marketing of
MBA programs in South Africa Using principal components factor analysis on 25 commonly
used marketing tools indicates that four new distinctive and independent elements exist along
with three elements from the traditional marketing mix (Jonathan Ivy 2008) The most
important element from the marketing mix was ―program element (the range of electives in
the degree choice of majors) The second was ―prominence of the degree (academic staff
reputations position on league tables or MBA reviews in the popular press) The traditional
promotions element of the marketing mix was split into two areas standard mass media
34
advertising and hard copy promotional materials such as the university prospectus and direct
mail posted to prospective students called ―prospectus in the MBA marketing mix The
price element is dominated by flexible payment of tuition fees which means that students are
price sensitive and looking for payment flexibility The people element has had a small
modification with face-to-face teaching being included along with personal contact with
graduates and open day attendance The final element of the new marketing mix is called
premiums This is a diverse element of the mix which included accommodation the number
of modules in the degree student exchange programmes university computer facilities and
class sizes While this element was considered the least important of the marketing tools not
offering some of these items could seriously damage the recruitment prospects of a business
school Indeed some items would be considered a standard offering of a university and
expected by a student without further consideration or evaluation (Jonathan Ivy 2008)
So from this study researcher may answer on the posed questions before There is indeed
some other factors out of the standard marketing mix which in this case (higher education
marketing) play a key role In order to finally apply those factors into the practical
implementation researcher should check whether all of those factors remain important for
MU For this purpose primary data should be collected by creating questionnaire which
includes new marketing mix tools
Another study conducted in the realm of marketing communications in Taiwan includes
other findings The purpose of this study was to examine how a graduate institute at National
Chiayi University (NCYU) by using a model that integrates analytic hierarchy process
cluster analysis and correspondence analysis can develop effective marketing strategies
This research revealed that even though universities and colleges in Taiwan have
increasingly realized the importance of having sound marketing strategies to stay competitive
they have concentrated their marketing strategies on promotion ndash advertising tuition
reduction scholarships etc This trend has often obscured the fact that marketing should be
based on customer needs with better efforts made to fulfill these needs Although market
segmentation and positioning enable marketers and institutional planners in higher education
to understand customer needs and to visualize institutional advantages in relation to their
competitorslsquo positions these are relatively new endeavors in educational marketing in
Taiwan
The results display that the five most important factors for studentslsquo school selection
were employability curriculum academic reputation faculty and research environment
35
Students perceived NCYU to be strongly associated with lower tuition fewer entrance-exam
subjects lower entrance-exam pass rates and easier graduation requirements (Hsuan-Fu Ho
Chia-Chi Hung 2008)
In order to verify whether such criteria are also indisputable preconditions for choosing
MU as a potential tertiary institution they should be included into the study questionnaire
As we can see that in secondary information there are many ways on how to improve
university standing and how to reach a customer But this information does not give us the
picture of Masaryk University customer why she chose MU what were the preferences to
choose it where she first time got to know about it and etc That is why for this part ndash to get
the picture of MU customer from primary data collection and then apply appropriate tools that
have been mentioned before would be a good combination for a successful marketing
campaign
24 Primary data
For the purpose of this study ndash increase MU attractiveness primary data has been
collected Researcher developed questionnaire which consists of 15 questions and randomly
gave out to international students The main goal of this questionnaire is to answer two
research questions set by researcher
1 On what element of marketing mix students relied more when choosing MU ―People
―Physical evidence or ―Processes
2 Does the possibility of domestic market employability after graduation plays the key role
for choosing MU
These two research questions will help to get a clue on how specifically to improve
attractiveness of MU
Data is analyzed by using excel Microsoft office application with support of various graphs
and tables It has been calculated that majority of respondents are current students in MU
which gives more in depth data describing university attractiveness
36
Graph 1 ―Identification of students` status
It is 62 of respondents stated that they are currently study in MU This will bring more in
depth data from the survey
Specializations have wider split up with two major elements Informatics and Medicine
amount to 32 and 27 accordingly Unfortunately there are no any students from sport
faculty As it has been mentioned respondents were chosen randomly so it can be obvious
that there is big amount of students studying or intend to study medicine and informatics
Graph 2 ―Identification variability of specializations
37
Country of origin table shows that students from Slovakia have majority Probably
because of country and national closeness to Czech Republic The second biggest majority is
students from United Kindom after them students from Russia and Hungary
Graph 3 ―Country of origin split up
Question number 4 relates to first research question (On what element of marketing mix
students relied more when choosing MU ―People ―Physical evidence or ―Processes)
which specifies the level of ―Process element in MU In general the level of handling phone
callemail is acceptable with 14 respondents answered as completely sufficient or completely
sufficient with additional information This shows that majority of students are satisfied with
first impression of contacting MU
38
Chart 3 ―Level of handling callemail inquiry
Question number 5 explains another element in first research question which is ―People It
is evident that for majority of students academic experience is the most important to know
about professors professionalism But it is also a big quantity of those who did not analyze
any information Five students responded that work experience in business sphere is a key
criteria to choose MU
Chart 4 ―Criteria for identifying professionalism of university teaching staff
The ―Process element is evaluated in question number six which explains the level of
administrative and bureaucratic functions in MU on the matter of convenience and usage
Number of courses
teachers offer
Quantity of
publication of
teachers
Work experience
in business sphere Academic
Experience Professional
title in
business
I didn`t analyze
any information
about academic
staff in MU
39
Chart 5 ―Convenience
On the chart it is shown that students rate these functions as convenient with only several
students who perceive it as rather inconvenient On the ―Usage chart it has also positive
trend representing that MU administrative and bureaucratic process is highly useful
Chart 6 ―Usage
Question number seven explains third element ―Physical evidence In graph below it is
obvious that majority of students do not check this element while choosing MU
40
Graph 4 ―Identification of processes element
69 replied negatively and 31 positively which means that this factor does not play a
key role in selecting university Majority of students rate MU facilities as comfortable It is
shown in the table below that eleven students rate facilities as good
Chart 7 ―Identification of physical evidence element
Question number nine encompasses several criteria which were taken from two elements of
marketing mix ―People and ―Physical evidence and some were not from this marketing
mix like ―ability to get employment in home country ―worldwide acceptable diploma
These two factors were taken from the second research question ―Does the possibility of
41
domestic market employability after graduation plays the key role for choosing MU Results
showed that students highly value ―ability to get employment in home country (16
respondents gave highest score) Also highly rated MU diploma as worldwide acceptable (15
respondents gave the highest score) Also for respondents it is important (with lower grading
score ndash ―4) ―Strong academic staff and ―Excellent laboratory facilities
Chart 8 ―MU criteria
Question number 10 includes set of common services that university provides to students
This question helps to understand what services MU provides sufficiently to students Results
showed that sufficient services that MU provides are almost all which have been mentioned in
the options list Only ―Small class sizes do not meet big majority expectations
a Ability to get
employment in home
country
b Strong
academic staff
d Library
facilities
c Excellent
laboratory
facilities
e Worldwide
acceptable diploma
42
Chart 9 ―MU services
Interesting results gave to the researcher questions number 11 which shows that mostly
students got to know about MU from internet search engines and from relativeslsquo advice
Graph 5 ―Media channel of MU
Question number 12 and 13 give overall satisfaction level with MU Question number 12
has been adopted from theoretical part which asks whether student is ready to enter university
again if heshe would have the same opportunity Question number 13 is double-checking this
statement Results are showing that majority of respondents would enter MU again and they
are satisfied with overall MU educational service
Reasonable
accommodation
Exchange
programs
Number of
modules
Small class
sizes
Internship
possibility
Research
environment Faculty
43
Graph 6 ―Choosing MU
Graph 7 ―General satisfaction of MU
Although researcher might observe big quantity of students who are relactant to answer
Graph derived from question 12 shows that half of respondents do not have such a strong
feeling to reenter MU The same situation is in general satisfaction of MU where 38
remained neutral
The last two questions deal with second research question And here results are varied
Graph 8 derived from question 14 depicts that MU degree is not that helpful for getting the
job back in home country Only 23 answered that degree surely will help to get a high paid
44
position 38 replied as ―probably yes 35 answered as ―not sure and 4 answered
―probably not So around 61 of respondents feel positive about successful employment
back home the rest are not that confident
Graph 8 ―Employability element
Graph 9 ―Employability element second question
If respondents replied positively on 14th
question then they were asked to state the reason
for this As it can be seen above high standard European education is playing a key role for
successful employment Also the rest of options have high scores too
45
RESEARCH REPORT
In the purpose of survey it was essential to understand which of three elements in
marketing mix (―People ―Processes and ―Physical evidence) students rely more and
therefore less while choosing MU According to study made in South Africa by Jonathan Ivy
there are seven elements in marketing mix which all equally important for improving
company attractiveness in service business Researcher of this study picked three out of
seven because they more closely respond to actual service oriented company The rest four
elements (product price promotion place) were existing before as traditional marketing mix
for all types of businesses So the element ―Processes uncovers with questions number 4 and
6 From the graphs it is obvious that students are satisfied with this marketing mix This gives
university strong point in attracting students Call email handling Information system
functionality and other bureaucratic functions work sufficiently well 22 students rated
callemail handling as positive Usage and convenience of different MU functional processes
are also positively appreciated with 13 students for convenience and 15 for usefulness From
this data it can be clearly stated that students do rely on effective functions of MU
Element ―People is identified in questions 5 9 and 10 Question 5 gives information that
students do not mainly rely on ―People element while choosing MU 9 students did not
analyze any information about professionalism of university teaching staff Meanwhile the
main factor on what students pay attention is academic experience of teachers But answers
for the questions 9 and 10 gives a tendency that students do rate criteria ―Professionalism of
teachers high but actually they give lower score for this actual criteria in question number
10 In question number 5 students chose different aspects of professionalism of teachers as a
criteria to enter MU Total score for professionalism aspects is 4+4+5+10+4=27 Also in
question number 9 criteria ―strong academic staff accumulates 17 points (it is taken only 4
and 5 levels of importance) But in question number 10 only students give only ten points for
―faculty as a sufficient service provided by MU It can be assumed that students had higher
expectation before entering into university that they have got
Element ―Physical evidence is seen as not important for respondents Graph for question
number 7 shows that 69 of students did not check elements of ―Physical evidence Also
majority of students rate university facilities as ―Good with opportunity to select ―Excellent
46
status (in question number 8) On the other hand students rate university accommodation and
research environment as high enough (question number 10) It can be concluded that during
the process of choosing university students do not rely heavily on ―Physical evidence But
they did get reasonable service in ―Physical evidence while studying in MU
Second research question states ―Does the possibility of domestic market employability
after graduation plays the key role for choosing MU After analysis of relevant graphs and
tables it became clear that this factor (possibility to get employed) is very important for
students So question number 9 gets the highest score (16) for criteria in choosing MU ndash
―ability to get employment in home country and also high score for ―worldwide acceptable
diploma Even though students rate possibility to get employed as the highest criteria to
enter MU 39 of students are not sure or don not think they will obtain high paid job back
home Here is the point to work for MU administration Students rely on high standard
European education and English language education as a key criterion for being confident in
getting well paid job (question number 15)
The data analysis process constitutes the following
1 MU has convenient and useful bureaucratic functions which are considered as a strong
point in delivering knowledge without obstacles It is difficult to identify the level of
―processes in organization but some points can be highlighted in promotion materials It can
be description of functionality of Information System or description of easy courses
registration
2 Element ―People has deviation in what is expected and what is delivered Students
have a bit higher expectations on the level of teaching staff experience and competence It is
recommended to do a deeper research on the reasons for this deviation But for now it can be
decided to arrange seminars or trainings for teacher to improve their marketing knowledge
and explain commercial tendency in market of high education
3 University ―Physical evidence is has strong rate of sufficiency The only problem that
students do not feel need to pay attention on this element Here MU administration should put
accent on Including pictures of libraries with free Wi-fi canteens computer labs which have
good and pleasant conditions
4 The most important criteria for students to choose MU is high possibility to get
employed at home But this perspective lacks consistency because there is significant amount
of students who remain uncertain in the future employability This gap can be solved by
successful decision making of three elements above ―People ―Processes and ―Physical
47
evidence But it is recommended to conduct further survey questioning the reasons of
students` uncertainty in future employability Maybe the reason is not related to some weak
points in marketing mix but the problem in home countries itself (political instability
nepotism etc)
To sum up the general situation in four factors mentioned above ―processes should be
promoted to international students as a smooth tool in obtaining degree ―people should go
through training on how to deliver lecture in contemporary commercial world of high
education market ―physical evidence should be mentioned in promotion of MU ―student
employability will be interrelated with ―people plus MU has to install closer relationship
with international companies (internships provision seminars with company representatives
professional lectures from leading companies etc)
Secondary information has also a great help in increasing university attractiveness
Viral marketing can be applied to MU because question number 11 shows that internet search
engine is a key tool how students found about MU There is a video of experience Brno life
among Erasmus Students which can be remade as a good promotion video of student life on
campus For Masaryk University very effective tool will be Google Analytics giving a wide
scope of techniques on how to track differentiate and analyze visitors ―Google Analytics is
the enterprise-class web analytics solution that gives rich insights into the website traffic and
marketing effectiveness Powerful flexible and easy-to-use features now give opportunity to
see and analyze your traffic data in an entirely new way With Google Analytics it is easier to
write better-targeted ads strengthen marketing initiatives and create higher converting
websites (Google Analytics website)
In general MU marketing politics should involve techniques mentioned by Jarvis J in his
book ―What Would Google Do Companies must learn that they are better off when they
cede control to their customers Give us control we will use it and you will win
Also it is important to read blogs There are search engines for blogs like Technorati
Icerocket Google Bloglines Pub-sub where MU marketing officials can search for MU
discussion groups or some topics
MU officials should constantly maintain ―conversation with current students It is a good
idea to start communication with those bloggers who care enough to talk about MU products
and service and brand The least MU officials can do is engage them and join the
conversation Even further step can be done Ask consumers what they think MU
48
administration should do MU will end up with better products and do a better job selling
them to more satisfied customers who can even help each other if MU officials let them
Next it will be effective to start university blog where students openly and forthrightly
share the problems and the solutions as they occur There is no reason why a university dean
should not open a direct conversation with the public That will do more to change the
culturemdashto finally make it customer-focused and mean itmdashthan a dozen consultants a
hundred off- sites or a million ad impressions
During of development process of some programs or anything in university it is better to
involve students in this process also
The last but not the least is links on the website of MU There are three links on the ESF
faculty One of them is ―Review of economic perspectives ―call for papers and Citi Bank
banner There should be more links to Headhunters conferences industry associations
current job opportunities etc This gives website alive image and helpful time spending
49
CONCLUSION
This study has been conducted in favor of future Masaryk University prosperity in the
current commercial world Researcher had a strong motivation to give helpful secondary and
primary information which will foster university educational process in the frames of
contemporary world
Of course any research comes up with further recommendations to analyze questionable
matters in results obtained Researcher believes that this work is just another step to constant
need of self-improvement
Researcher advices to put more accent on IT support to promote university image and
therefore increate its attractiveness (Harry Hayward 2011) mentioned that 80 million hours
of video loaded to YouTube every minute So there is high potential for promotion Viral
video of MU will hit several aspects of university improvement brand product suite
differentiation lifestyle according to Dr DJToncich Apart of that it is recommended to
build system of values believes and attitudes among students and university staff and
promote this in the future According to Dr Mark Putman it is essential nowadays to educate
university staff about strategic role of marketing and branding Website analytics would be
useful for measurement and marketing analysis Search optimization engine is another tool on
how to maintain university webpage in the top 10 results in Google chrome or other web
search engines On YouTube there is option to post advertisement of a company only in the
videos which are related to the sphere of products or services company offer So MU might
sign a contract of including its advertisement on videos which has key words as ―education
―high ―in English etc
According to primary data obtained it is obvious that several aspects in MU marketing
mix do not match high criteria among students Once one factor ―People would be solved
through trainings and constant updating knowledge of personnel another interrelated problem
will be offset ndash ―Employability But there is no any research done on interdependence of
these two factors so for further analysis of situation another research should be taken The
main purpose of this research would be identification of cause and effect linkages between
50
―People ―Employability and other factors which influence studentslsquo ability to get high paid
job back home And there are a lot of those factors starting from political situation in the
country to the level of corruption and nepotism
MU has potential to improve its educational process as we do the students because we are
the main customers for our university But one thing should not be forgotten and it is
companies which have strong notion about reality in one or another specialization That is
why my last advice for Masaryk University is to appeal as a liaison entity between students
and companies
51
REFERENCES
Barabba Vincent P Zaltman Gerald 1991 ―Hearing the Voice of the Market Competitive
Advantage Through Creative Use of Market Information Chapter 5
Conway Tony Stephen Mackay David Yorke (1994) Strategic Planning in Higher
Education Who Are the Customers International Journal of Educational Management
Vol 8 Iss 6 pp29 ndash 36
Cooper Donald R Schindler Pamela S 2003 ―Business research methods 8th ed
Dillman Don A 2000 ―Mail and Internet Surveys The Tailored Design Method 2nd
Edition New York
Dekeba Alemayehu 2003 ―Basic of Marketing Research Methods
URL httpwwwglobuszcomebooksMarketingResearchindexhtm
Hemsley-Brown JV and Oplatka I2006 Universities in a competitive global marketplace
a systematic review of the literature on higher education marketinglsquo International Journal
of Public Sector Management Vol 19 No 4 pp 316-338
Harry Hayward ―The power of digital storytelling 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Hair Joseph F - Bush Robert P - Ortinau David J ―Marketing research within a changing
information environment 3rd ed2006
Hsuan-Fu Ho Chia-Chi Hung Marketing mix formulation for higher education An
integrated analysis employing analytic hierarchy process cluster analysis and
correspondence analysis International Journal of Educational Management Vol 2 Iss
4 2008
Jarowski Ajay K Kohli and Arvind Sahay 2000 ―Market ndash Driven Versus Driving
Markets Journal of the Academy of Marketing Science 45-54
Johnson Bob ―Mobile marketing in higher education getting ready for 1012 and beyond
2011
URLhttpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Jarvis J ―What Would Google Do Adobe Acrobat eBook Reader 2008
52
Jonathan Ivy A new higher education marketing mix the 7Ps for MBA marketing
International Journal of Educational Management Vol 22 Iss 4 2008
Kotler Philip Fox Karen FA 1985 Strategic Marketing for Educational Institutions
Mora Michaela ―What Is Statistical Significance 2011
URL httprelevantinsightscomtagsample-size
Nha Nguyen Gaston LeBlanc 2001 Image and Reputation of Higher Education Institutions
in Studentslsquo Retention Decisions International Journal of Educational Management
Vol 15 Iss 6
URL httpwwwemeraldinsightcomjournalshtmarticleid=838798amp
Oppenheim ldquoQuestionnaire Design Interviewing and Attitude Measurementrdquo 1992
Oud Jacqueline 2004 ―Market research versus marketing research
Pimpa Nattavud 2003 ―Internationalization and trade in higher education opportunities and
challenges
Putnam Mark ―Do you drive the agenda or go along for the ride 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Rakhee Vyas Anne L Souchon 2003 Symbolic Use of Export Information A
Multidisciplinary Approach to Conceptual Development and Key Consequences
International Marketing Review Vol 20 Iss 1 pp67 ndash 94
URL httpwwwemeraldinsightcomjournalshtmarticleid=855530
Rich Lyons ―Authentic branding how creating a school brand with culture and curriculum
just might help save us 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Robert S Michael ―Inquiry amp Scientific Method 2002
URL httpwwwindianaedu~educy520sec5982week_1inquiry_sci_method02pdf
Rodriguez G ―5 Questions to Help You Understand Your Customer 2004
URL httpwwwpowerhomebizcomvol146customerhtm
Sekaran Uma Bougie Johan Roger Gisbert2009 ―Research Methods for Business a Skill
Building Approach 5th ed
Singleton Royce A Jr and Bruce C Straits 1999 Approaches to Social Research (3rd
Edition) New York Oxford University Press
Smith Scott M Albaum Gerald S 2005 ―Fundamentals of Marketing Research
Snyder Bruce ―Maximizing the power of web analytics 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Toncich ―Study and Learning in the Australian University System
53
URL httpwwwdoctorteenetfilesunibook04_ppdf
WEBSITES
Experiment-Resourcescom ―Comparing Quantitative and Qualitative Research 2009
URL wwwexperiment-resourcescomquantitative-and-qualitative-researchhtml
Higher Education Marketing Company Canada
URL httpwwwhigher-education-marketingcomcontact
Google Analytics website
URL httpwwwgooglecomintlenanalytics
54
Appendix A Questionnaire
Dear respondent this questionnaire is created in terms of Master`s degree diploma thesis The main goal of
this survey is to improve Masaryk University attractiveness by deriving the reasons for choosing Masaryk
University in obtaining a degree The answers will be kept as confidential and would not be used in any
other purposes other than for this research If you would have any questions regarding the results of this
survey please contact me
Ilya Shaiderov (380502mailmunicz)
Thank you for your cooperation
1 Are you a current or prospective student ____________________
2 What specialization you are obtaining or intend to obtain in MU ____________________
3 Please specify your country of origin ____________________
4 Please rate the level of handling your first phone callemail inquiry by MU staff (only if it is
applicable to your case)
1 2 3 4 5
5 While considering MU as an option to study what criteria did (do) you analyze to check
professionalism of university teaching staff (you may choose several options)
a Number of courses teachers offer
b Quantity of publication of teachers
c Work experience in business sphere
d Academic Experience
e Professional title in business
f I didn`t analyze any information about academic staff in MU
No response
Insufficient response
Sufficient enough
Completely sufficient with additional information
Completely sufficient
55
6 (Only for current students) Could you characterize the process of courses registration usage of IS
system and other administrative and bureaucratic functions of university (please choose one in each
scale)
Convenience
1 2 3 4 5
Usage
1 2 3 4 5
7 (For both current and prospective students) While choosing MU did (do) you check quantity of
books in university library accessibility of electronic databases new editions of study materials
overall quality of library
Yes
No
8 (Only for current students) Please rate MU facilities (buildings classrooms computer labs etc) on
the matter of ―comfortability
1 2 3 4 5
Excellent Good Sufficient Not enough Bad
Completely Convenient
Rather Convenient
Convenient Rather Inconvenient
Completely Inconvenient
Completely Useful
Rather Useful
Useful Rather Useless
Completely Useless
56
9 (For both current and prospective students) How do you rate the following factors as criteria for
choosing MU (1- least important 5 ndash most important)
a Ability to get employment in home country
b Strong academic staff
c Excellent laboratory facilities
d Library facilities
e Worldwide acceptable diploma
10 Please choose (mark ―V) services that MU sufficiently provides to you as a student (in case you
are prospective student - should be provided)
___ Reasonable accommodation (covered by student)
___ The number of modules in the degree and big variety of elective courses
___ Student exchange programs
___ Research environment (sufficient up to date study materials computer labs laboratories etc)
___ Small class sizes
___ Internship possibility
___ Faculty (profound selection of PhD and profession specialists)
1 2
T
y
p
e
a
q
u
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t
e
f
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e
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o
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u
m
57
11 From what source you first found out about Masaryk University
a Website search engine
b Advice of friends parents etc
c TV
d Newspaper please specify____________
e Journals please specify____________
f Billboards
g Website banners please specify website_______________
h Other source__________________________
12 (Only for current students) If you had do it over again would you still choose MU If not please
specify why
a Yes
b Not sure
c Probably would
d Probably would not (please specify why)
__________________________________________________________________________________
__________________________________________________________________________________
________________________________________________________________
13 (Only for current students) Please describe your level of general satisfaction with university
a Not satisfied at all
b Neutral
c Satisfied
d Very satisfied
58
14 (For both current and prospective students) Do you think MU degree will help you to get above
average salary in your home country
a No b Probably not c Not sure d Probably yes c Yes
15 If you think that MU degree helps to get well paid job in your home country what might be
reasons for that (more than one reason can be selected)
a High standard European education d Possibility to pass internship in Europe
b Degree specialization choice e Other_________________________
c Education in English language
5
1 THEORETICAL PART
11 Marketing versus Market research
It is essential to differentiate those two terms in order not to be mistaken in research
process In the article ―Market research versus marketing research by Jacqueline Oud
market research provides more general information about the market This research can
answer such questions as country specifications market potential and accessibility overall
customer information (who what where when and how) On the other hand marketing
research has more detailed and deep information about customers and their attitude toward
company products This research can be done through interviews customerslsquo feedbacks after
product trials follow-up of the consumer and its behavior It means that marketing research
can include market research but not vice versa
Usually those two terms are used together because market and marketing research can
interconnect during the process of identifying product positioning So this study is
concentrated mainly on conduction marketing research If from the survey it becomes obvious
that some reasons of MU choice related to university environment (eg country
specifications) it will be made partial market research using secondary data
12 Quantitative versus Qualitative Research
The primary aim of a Qualitative Research is to provide a complete detailed description
of the research topic Quantitative Research on the other hand focuses more in counting and
classifying features and constructing statistical models and figures to explain what is
observed
The researcher serves as the primary data gathering instrument in Qualitative Research
Here the researcher employs various data-gathering strategies depending upon the thrust or
approach of his research Examples of data-gathering strategies used in Qualitative Research
are individual in-depth interviews structured and non-structured interviews focus groups
narratives content or documentary analysis participant observation and archival research
6
On the other hand Quantitative Research makes use of tools such as questionnaires
surveys and other equipment to collect numerical or measurable data
Qualitative Research is primarily subjective in approach as it seeks to understand human
behavior and reasons that govern such behavior Researchers have the tendency to become
subjectively immersed in the subject matter in this type of research method
In Quantitative Research researchers tend to remain objectively separated from the
subject matter This is because Quantitative Research is objective in approach in the sense
that it only seeks precise measurements and analysis of target concepts to answer his inquiry
(Experiment-Resourcescom 2009)
The question remains what method should be used after all This study aims to find out the
answer to an inquiry through numerical evidence so quantitative research is applicable in this
case If in the future researcher would like to explain further why this particular event
happened or why this particular phenomenon is the case then Qualitative Research comes
into practice
13 Marketing Research Process
According to Karole Friedmann (2003) Director of Products and Services for the
marketing services company Market Research Project Management Inc marketing research
project will be effective only if the information it provides leads to better business actions
decisions products or strategies In general marketing research is correlated with decision
support system when company executive decreases the risk of uncertainty by conducting
research Successful marketing research provides options for future actions in company
strategy High quality marketing research is proportional to high quality decision
―Marketing research is the systematic and objective search for and analysis of
information relevant to the identification and solution of any problem in the field of
marketing There are several important points in this definition First marketing research is a
systematic search for and analysis of information Careful planning throughout all stages of
the research is a necessity Researches must start with a clear and concise statement of the
problem to be researched Good research practice requires that the information sought the
methods used to collect the information and the techniques employed to analyze the
information be systematically and carefully laid out in advance (Smith Albaum 2005) Also
7
objectivity of marketing research plays another important role in successful marketing
research This criterion allows omitting escalation of commitment and clearly reflecting
current situation
There are pitfalls during marketing research process The most common ones are pseudo-
research and advocacy surveys Pseudo-research is done simply to come up with desired
results There is no objective and ethical approach Advocacy surveys are developed in such a
way that serves the needed answer Along with these two pitfalls the major one for doing
successful research is escalation of commitment when researcher is unable to consider other
variants of research results All these drawbacks might lead to waste of time and money spent
for research
Marketing research process consists of nine steps
Problem formulation
Method of inquiry
Research method
Research design
Selection of data collection techniques
Sample design
Data collection
Analysis and interpretation of data
Research report (Smith Albaum 2005)
Problem Formulation
―From the researcher`s point of view problem formulation means translating the
management problem into a research problemhellip An accurate problem formulation specifies
the types of information needed to help in solving management problemhellip the quality of
thinking about an issue (ie a problem situation) prior to data collection largely determines
the quality of thinking (ie analysis and problem solving) after the data have been collected
(Barabba Zaltman 1991)
Problem itself contains several components
1) The manager(s)decision maker(s) and his her or their objectives
2) The environment or context of the problem
3) The nature of the problem
8
4) Alternative courses of action
5) A set of consequences that relate to courses of action and to the occurrence of events not
under the control of the manager
6) A state of uncertainty as to which course of action is the best (Smith Albaum 2005)
Objectives have wide scope of variability starting from profit increase to serviceproduct
improvement ―The fewer the objectives of any study the easier it is to keep track of progress
toward the objectiveshellip Objectives vary from jointly agreed-upon corporate objectives to the
individual objectives of each employee (Smith Albaum 2005)
Environment of the problem can be related to the market research because it encompasses
such aspects as level of income and rate of growth in the market degree of competition and
government regulation Upon that it might also consider consumer tastes and preferences
Environment has a wide set of factors so researcher should define those factors which are
relevant to the problem
Method of Inquiry
The next stage in marketing research process is method of inquiry or method of
investigation The most objective and reliable is scientific method This method is effective
during the starting point and during the process of results check The main and most profound
characteristic of this method is objectivity It consists of the steps listed below
1 Observation and description of a phenomenon or a group of related phenomena An
investigator has little of prior information This is the stage when qualitative methods may
provide considerable information about what-is
2 Formulation of a hypothesis to explain the phenomena In educational research the
hypothesis is often a question about the relationship between or among variables that may
influence learning The hypothesis may be one that merely asks whether a relationship exists
(correlation research) or the hypothesis may state a cause-and-effect relationship
3 Predict the existence of other phenomena using the hypothesis or predict the results of new
observations
4 Conduct experimental tests of the predictions by several independent experimenters who
use proper experimental methods (Robert S Michael 2002)
9
Research Method
In addition to method of inquiry researcher should select research method There are two
types of research methods experimental and nonexperimental In former type of method
researcher can intervene into research experiment and control external variables It is vice
versa in nonexperimental method (Smith Albaum 2005)
Research Design
Another step in marketing research process is research design which is considered as
specific methods and procedures to obtain information needed Research design stipulates
what information to collect from what sources and using what procedures The key marker of
successful design is whether information collected relates to research problem along with
objectivity and efficiency There are three classes of designs ndash exploratory descriptive and
causal In exploratory design researcher identifies and formulates problem along with
development of alternative courses of action It is also considered as a first step in a broad
study in order to get sufficient knowledge and narrow down the problem area Sequence in
exploratory studies lead to three steps
Search of secondary information
Interview experts in a given field
Checking similar situations
Descriptive research design is more narrowed in contrast to exploratory one In former
specific research questions are postulated already The research problem is familiar and
specific This research is preplanned and structured Descriptive research covers such areas as
product research promotion research distribution research and pricing research
Causal studies help to predict causes of deriving such hypothesis The key purpose here is to
define relationships of causal factors to the effects of our prediction Researcher might build
a chart depicting several possible factors that brought situation to a current condition If there
is only one factor this would directly have influence on the situation If there is more than one
factors it is time to verify which one of those led to situation change This approach is called
casual relationship If there is only one factor there might be applicable deterministic
causation Another type of causal studies in probabilistic causation which is expanded version
of deterministic causation with more than one variable (Smith Albaum 2005)
In marketing research sources of information vary but serve as a tool to decrease uncertainty
and check hypothesis There are secondary sources respondents natural experiments
10
controlled experiments and simulation Secondary sources are taken from external
organizations which conducted research with similar purposes Usually it is statistical
committees government bodies NGO`s and etc Respondents also serve as a source of
informative and behavioral information Experiment usage might also bring valuable
information Sometimes it is better (high expenses time shortage) to implement simulation to
a certain situation Simulation is considered as a set of techniques for manipulating a model of
some real world process to find numerical solutions useful in the real process being modeled
(Smith Albaum 2005)
Selection of data collection techniques
Information itself is divided into three categories primary secondary and commercial
Secondary information is gathered by passing actual research conduction Primary
information is coming from data collected by investigator and serve as a main answer to
research question Commercial data is collected by marketing agencies and contains primary
and secondary information
It is better to start collecting secondary information first because it is less expensive and it
can offset the need of doing own research Even though if it will not solve the problem
secondary information can clarify the problem in more detail and help to develop advices to
research questions Also help in planning the gathering of primary data and defining the
population and selecting the sample
Secondary Information
Secondary information has two types ndash internal and external Internal information can be
found within the company past researches and report whereas external is outside of the
company Using internal secondary information will shed light on model and size of product
by area kind of account and industry medium amount of sales by area sales volume
percentage share of sales by product model product size etc External secondary information
allows verifying overall size of market characteristics of market features of competitor
products prices and promotion (Smith Albaum 2005)
Primary Information
The major source of marketing research is primary data In the process of gathering this
data researcher deals with respondent Respondent is a person who provides answers to the
11
questionnaire developed by researcher Answers are not the only findings that can be
collected in primary data collection Respondentslsquo behavior is another key aspect to observe
and analyze future choice of consumer
The main advantage of primary data collection is itlsquos up to date information which respond
researcherlsquos main criteria ndash the extent of the obsolescence of collected data That is why
primary data gives more realistic view to the researcher Another advantage is that primary
information can be collected in varied ways from interview to email questionnaire This gives
researcher flexibility in choosing process Cost and time spend to acquire this type of
information varies It can be attributed to the quantity of respondents should be asked their
accessibility in terms of location and etc So it is the researcher who decides whether to
collect primary data or not based on availability of secondary data time and budget of
research
The main disadvantage of primary data collection is incorrect questionnaire design
(questions answer options place of survey and etc) If doing so researcher may mislead
himself in data analysis and come up to a wrong conclusion Time might be another aspect to
consider as disadvantage for collecting primary data There is higher possibility to obtain
statisticalmarket research from some agency already prepared rather than spending time in
collecting surveys analyze them and synthesize to make final conclusion The best option is
of course to attain secondary information about the topic and then based on its outcomes
collect primary information
In this study will only be included quantitative techniques Questions will be included to
derive attitude to contemporary high education among students
Sample Design
It is rare that in marketing research the whole population is analyzed Sample is mainly a
small representative group of people that reflects all potential consumers Sample selection is
derived from consideration of the relevant systematic and variable errors that might occur
during the research process (Smith Albaum 2005) ―There are several compelling reasons
for sampling including (1) lower cost (2) greater accuracy of results (3) greater speed of
data collection and (4) availability of population elements There are two types of sampling
to choose nonprobability and probability sampling Probability sampling is based on the
concept of random selection ndash a controlled procedure that assures that each population
element is given a known nonzero chance of selection In contrast nonprobability sampling is
12
arbitrary and subjective Each member does not have a known nonzero chance of being
included (Cooper Schindler 2003)
Analysis and Interpretation of Data Collected
The first step in processing of data is editing of complete schedulesquestionnaires Editing
is a process of checking to detect and or correct errors and omissions Editing is done at two
stages first at the fieldwork stage and second at office
Field editing
During the stress of interviewing the interviewer cannot always record responses
completely and legibly Therefore after each interview is over he should review the schedule
to complete abbreviated responses rewrite illegible responses and correct omissions
Office editing
All completed schedulesquestionnaires should be thoroughly checked in the office for
Completeness accuracy and uniformity
Coding
Coding means assigning numerals or other symbols to the categories or responses For
each question a coding scheme is designed on the basis of the con med categories The coding
schemes with their assigned symbols together with specific coding instructions may be
assembled in a book After the transcription of data is over data are summarized and arranged
in a compact form for further analysis This process is called tabulation
Tabulation
Thus tabulation is the process of summarizing raw data and displaying them on compact
statistical tables for further analysis It involves counting of the number of cases falling into
each of several categories
Tabulation can be done by hand or by mechanical or electronic devices The choice depends
upon the size and type of study cost considerations time pressures and the availability of
tabulating machines or computers In this project tabulation and statistics will be done by
using Microsoft excel spread sheet (Debeka 2003)
The Research Report
―Results of the research can be described in short or in long reports Short reports are
appropriate when the problem is well defined is of limited scope and has a simple and
straightforward methodology Short reports are about five pages Long reports are of two
13
types Technical report is written for an audience of researchers And management report
written for the nontechnically oriented manager or client (Cooper Schindler 2003) This
paper is considered to be a tool for a managing director (dean) of the university who might
not have research background so the results of the research will be represented as managerial
report
14 The Research Plan
Research plan is needed to organize everything in a way that each stage would clearly
derive from the previous one It is a tool to control and follow up all procedures of research
project It starts off with stating objectives (primary and secondary) then problem analysis
(includes research problems questions hypotheses interconnection between objectives and
problem) Research design is next one It has four subsets (1) research methodology (how the
research will be made) (2) research techniques (methods and procedures for data gathering)
(3) sample design and selection (what is the size of sample is there any subsamples how you
will make sure that it is representative sample How the sample size was determined) The
fourth stage of research plan is proposed analysis (tabulation procedures cross-analysis
tabulations and their reasons type of statistical analysis) (Smith Albaum 2005)
15 Measurement
In marketing research measurement plays a key role Accurate measurement of variables
brings to right results and therefore to right management decisions The main goal of accurate
measurement is to characterize customers` attitude toward a product ―Researchers use the
measurement process by assigning either numbers or labels to (1) people`s thoughts feelings
behaviors and characteristics (2) the features or attributes of objects (3) the aspects of ideas
or (4) any type of phenomenon or event using specific rules to represent quantities andor
qualities of the factors being investigated For example to gather data that will offer insight
about people who shop for automobiles online (a marketing phenomenon) researcher collects
information on the demographic characteristics attitudes perceptions past online purchase
14
behaviors and other relevant factors associated with these people (Hair Bush Ortinau
2006)
Two of the primary criteria of evaluation in any measurement or observation are
Whether we are measuring what we intend to measure
Whether the same measurement process yields the same results
These two concepts are validity and reliability Reliability is concerned with questions of
stability and consistency - does the same measurement tool yield stable and consistent results
when repeated over time Validity refers to the extent we are measuring what we hope to
measure (and what we think we are measuring) To apply these concepts to social research
we want to use measurement tools that are both reliable and valid We want questions that
yield consistent responses when asked multiple times - this is reliability Similarly we want
questions that get accurate responses from respondents - this is validity (Smith Albaum
2005)
16 Designing Questionnaires
After determining established set of scale measurements it is the time to format them into
an instrument for collecting raw data from respondents The purpose of designing reliable
questionnaire is to collect high quality primary data which can be easily transformed into the
information for the manager The main principle in developing questionnaire is its logic
objective and consistent approach rather than creative way of questions development
Everyone understands that words go into questions and that questions go into questionnaires
but not everyone understands that writing questions does not give you a questionnaire (Hair
Bush Ortinau 2006)
During the procedure of formulating and asking questions response nonresponse errors
occur Nonresponse errors can occur due to the length of questionnaire or questions their
complexity or inclusion of personal questions To avoid such type of error it is necessary to
use innovative way of questions formulation by keeping them concise and in the same time
sufficient enough The next step is to shuffle up the formats of questions to keep interest of
respondent to answer Keeping respondent well informed about directions of each part of
questionnaire is also important Researcher should put emphasis on style and format of
questionnaire (font color of paper graphic attributes etc) The final aspect is numbering the
questions to help keep track for both researcher and respondent
15
Response error rise when the actual value of variable contradicts with one in the report
This error can rise from both sides researcher or respondent Respondent is considered as a
person who provides information through communication (interviews questionnaire) or
observation (researcher observe behavior of respondent) Response error though can occur
during one or both of those processes To verify reasons of errors researcher should analyze
steps in delivering information The first one is information formulation and the second is
information transfer Inaccuracy happens during formulation step and ambiguity during
information transfer to respondent (Smith Albaum 2005)
17 Inaccuracy
Inaccuracy as a cause of questionnaire design means that false report is obtained from the
attitudes preferences beliefs feelings of respondent Questions and scales must be used that
enable to get the whole picture of respondent perception on the matter rather than to get a
fragment of his perception Accuracy itself refers to the degree to which the data provide the
researcher with a description of the true state of affairs From this point ―questionnaire design
precision rise up which is the extent to which a questionnaire design can reproduce similar
results over repeated usages (Hair Bush Ortinau 2006)
There are two types of inaccuracies predictive and concurrent Former one is caused by
inaccurate intentions of researcher during problem formulation Concurrent inaccuracy
happens when respondent intentionally provides inaccurate information
Inability to respond and unwillingness to respond are the most common concurrent
inaccuracies Inability to respond happens when question is posed the way it is hard to answer
without certain actions of respondent (check look up some features of product in question)
These problems might occur if respondent does not remember product features questionnaire
is unrealistic badly designed or directed to improper person Also if construction of questions
is developed with misuse of words or general terms
―Unwillingness to respond deals with motivation of respondent Respondent will not
provide accurate or any information due to several costs One of them is time costs which
require respondent to spend time for questionnaire completion So if respondent is busy or
questionnaire is too long she would answer the questions as quick as she can without paying
attention to accuracy For this reason questionnaire section will contain this phrase ―Do you
16
have time now to answer questions or would you rather set a time when I could contact you
again
Second problem is perceived loss of prestige Some questions might influence prestige of
respondent and then he tends to answer in a way not to lose his prestige which leads to
inaccurate answer Examples of areas which involve prestige level is age income educational
level and job position The main key to solution of this problem is to ask for information
twice in different ways
Third area of questions that might bring to unwillingness to respond is invasion of privacy
If questions touch private information about respondent inaccuracy and nonresponse take
place Such area includes questions about family matters income and money attitude finance
respondent hygiene political views religion and etc In this case indirect questions can help
or in case of direct questions still have to placed they should be included in the end of
questionnaire (Smith Albaum 2005)
18 Ambiguity
Ambiguity is considered as errors in constructing written and oral words or behavior
Inaccuracy errors occur during the formulation of information whereas ambiguity errors
happen during transfer of information through communication or observation Unambiguous
situation is the one where researcher asks question and respondent answer based on the same
meaning of words In this case two phase process takes place When question interpreted by
respondent has the same meaning as it is in interpretation of researcher And answer by
respondent is understood the same way as by researcher (Smith Albaum 2005)
―The language of the questionnaire should approximate the level of understanding of the
respondents The choice of words will depend on their educational level the usage of terms
and idioms in the culture and the frames of reference of the respondents If some questions
are either not understood or are interpreted differently by the respondent the researcher will
obtain the wrong answers to the questions and responses will thus be biased Hence the
questions asked the language used and the wording should be appropriate to tap respondents`
attitudes perceptions and feelings (Sekaran Bougie 2009)
Also implicature is an issue related to ambiguity when researcher is using elliptical
sentences (starting with ―Why ―What ―How) and respondent fill in the missing content
17
by herself In standardized interviews respondent should interpret questions as he can which
leads to miscommunication and wrong results So conversational interviewing is when
researcher is trying to explain the meaning of question and not influence the answer (Smith
Albaum 2005) Interview refers to qualitative method to obtain data this study has
quantitative research so it becomes crucial to construct clear and concise questions For this
purpose there will be pretest of questionnaire research by giving out it to my friends and get
feedback Another way to track understanding level of respondent is to set sub questions in
questions which contain highest probability to mislead respondent By simply asking the level
of question comprehension (good or fair) researcher can identify the level of ambiguity in
answers and track those answers which are answered with ―good level of understanding
Question form and question wording has certain relationship to ambiguity
There are four questionanswer types
1 Free answer (open-ended text)
2 Dichotomous and multiple choice answers (select k of n)
3 Rank order answers
4 Constant sum answers
1 Free answer questions imply that respondent will give full answer to the question in his
own words This type of questions require respondent to have ability to express completely
and concisely That is why free answers have great extent of ambiguity during interpretation
process
2 Dichotomous and multiple choice answers are the most common in questionnaires
development General form for both of these answer types is selection of ―k optional answers
out of ―n available ―Select exactly 1 of n Answers is one of such type of answers This is
simple form where k=1 and n is up to researcher desire In dichotomous question options (n
values) range into two extremes (―Yes ―No ―In favor ―Not in favor ―BuyDo not buy
etc) Multiple choice answers are just an extension of dichotomous questions Multiple choice
questions may require selection of several ―k out of ―n possible answers or selection
unlimited amount of ―k answers out of given ―n options
3 Rank order answers allow to put gradation to answer options This type of answers
characterizes data on the most prevailing option and the one which has the least importance to
18
respondent Typical questions can include determining ranking of preferences first to last
most current to least current and etc The most common bias here is that first optional answer
in the question has more chances to be selected Also tied rankings may cause another
problem of data weakening When it is allowed to rank several answer options into one
ranking level it is impossible to determine results out of this answer For the efficiency
purposes maximum of answer options given in rank order questions vary from five to seven
If it is more than seven it is hard for respondent to identify clearly the right ranking order
4 Constant sum question is the form of ranking using allocation of one hundred percent to
the options containing reasons for the statement asked It can be options for the reasons of
company product purchase (Smith Albaum 2005)
Also to create a good questionnaire researcher should include ―positively and negatively
worded questions Instead of developing all questions positively it is better to mix them with
negatively worded questions to reduce the probability of mechanical filling the questionnaire
by respondent ―A respondent who is not particularly interested in completing the
questionnaire is more likely to stay involved and remain alert while answering the questions
when positively and negatively worded questions are interspersed in it For instance if the
respondent has circled 5 for a positively worded question such as ―I feel I have been able to
accomplish a number of different things in my job he cannot circle number 5 again to the
negatively worded question ―I do not feel I am very effective in my job hellip The use of
double negatives and excessive use of the words ―not and ―onl should be avoided in
negatively worded questions because they tend to confuse respondents (Sekaran Bougie
2009)
19 Hints to improve quality of questionnaire
A Neutrality and don`t know or no opinion
It is an option given to respondent to remain neutral to the question provided Once third
option is included researcher does not force respondent to answer and it makes questionnaire
more polite to respondent Based on the nature of the question researcher may include such
options like ―don`t know ―no opinion or ―not applicable ―Don`t know might be
attributed to question dealing with some facts whereas ―no opinion can be attributed to a
19
certain attitude of respondent If such type of option will be included it is important to
increase sample size because of increased probability for respondent to choose neutral answer
B Dichotomous questions
It is the easiest type of questions for respondents It is considered as a question with
average probability for being ambiguous But it has the lowest probability of being ambiguous
among free-answer questions and multiple-choice questions
C Multiple choice questions
The researcher has two options if she wants more detailed information in a certain
question It is to create multiple choice question or free-answer question Usually multiple
choice questions are more complex and longer than the other two (dichotomous and free-
answer) Ambiguity in such type of questions derives from inability to formulate mutually
exclusive alternatives Another reason for ambiguity is limitation of the chosen answer
Respondent should select only one option which most widely answers the question For this
reason researcher may offer to select as many options as respondent wishes There is a table
below which shows relative probability of ambiguity related to form of question
Table 1 ―Form of Question and Relative Probability of Ambiguity (Smith Albaum 2005)
D Question wording
Selection of right words plays important role in questions development So in wording
choose researcher should be extremely careful Ambiguity in wording has several sources
Question length
Respondent unfamiliarity with some words
Relative Probability of Ambiguity
Form of Question Question Answer
Free-answer Lowest Highest
Dichotomous Average Lowest
Multiple-choice Highest Average
20
Ambiguity of context
Two questions included in one sentence
Too broad questions
If questions are too long this will confuse respondent and affect data accuracy For this
reason researcher should keep questions concise and clear If some words in question are
unfamiliar to the respondent this will also lead to confusion and inability to provide right
information So in case of scientific wording in questionnaire and non-homogeneous
backgrounds of respondents low level of vocabulary should be used Also researcher should
verify whether questions imply only one matter in order not to mislead respondent Questions
that lack specificity should also be avoided Those questions are developed with general
words like ―how often for example
In general researcher must provide alternative question wording pretesting and
verification by observation In alternative question wording first have of sample group may
get options in one order and the second one in reverse order Once questionnaire is ready
pretesting is another good way to decrease ambiguity Only one concern here is to choose
relatively the same group of respondents as it will be in the real research By close
communication with respondent in pretesting step researcher can determine some troubles
misunderstandings arose during this step And last advice is verification by observation
Researcher can (where it is possible) verify answers of respondents by observing their actions
related to questions answered It is not the easy activity so only those questions will be
verified where it is possible to do so (Oppenheim 1992)
110 Sampling procedures in Marketing Research
―Sampling is a selection of small number elements from a larger defined target group of
elements and expecting that the information gathered from the small group will allow
judgments to be made about the larger group The main idea of sampling is that a decision is
based on the assumption that the smaller portion or sample is representative of the larger
population (Hair Bush Ortinau 2006)
There should be a strict order in defining sample for research
21
Chart 1 ―Defining Sample
Sampling procedure starts with defining of population Population is amount of units
(individuals legal entities households) which has one or more similar feature among each
other In order to specify population researcher should answer such questions as what kind of
units (elements of analysis) to be included where they reside or their origin and when
(dimension of units in terms of timeframe) Population should be defined as precisely as
possible At the moment of finalizing population definition investigator decides whether it is
necessary to investigate the whole amount of population (census) or a part of it (sample) The
choice depends on the size of population If the size of population is small census can be an
optimal option otherwise should be created sample
Sample design includes type of sample sampling unit and sample frame Majority of
samples are selected by choice of investigator as non-probabilistic method Where
investigator selects elements of sample in terms of convenience availability and own
judgment Researcher uses table or any other random selective device for the probable
method (Smith Albaum 2005)
Define population
Sample design
Sample size
Estimate costs of sampling
Census vs Sample
Execute sampling process
22
―Sampling unit is the basis of the actual sampling procedure It is that segment of the
population actually chosen by the sampling process The sampling unit may contain one or
more population elements That is these units may be individual elements or aggregates of
individual elements (Smith Albaum 2005)
Sample frame is considered as a list of elements of the population For instance it can be
list of characteristics of elements which are expected to pass the interview or fill out
questionnaire In a perfect case sample frame should determine each population element once
and should not include those elements which are not in the population criteria There several
options below of inaccurate sample framing process
Chart 2 ―Sample Framing Processes
A Incomplete
Sampling frame
B Too Comprehensive
C Combination
Sampling frame Population
Sampling frame Population
Population
23
There is also set of questions to ask during generation of sampling list
Does the list contain everyone in the survey population
Does the list include names of people who are not in the study population
How is the list maintained and updated
Are the same sample units included on the list more than once
Does the list contain other information that can be used to improve the survey
(Dillman 2000)
There are four traditional approaches for the determining sample size
1 Arbitrarily or judgmentally determined
2 Minimum cell size in analysis
3 Based on budget
There are two types of costs in sampling process fixed and variable Fixed costs are those
which are determined and constant Variable costs depend on the volume of study being
conducted The dashed line in the upper graph shows interrelation between costs and sample
design If costs are too high researcher reconsiders sample design or sample size
The last step is actual choice of sample There are two main criteria for this process
sample must be adequate and representative For the sample being representative means that it
reflects overall characteristics of the whole population Adequacy is sought in sufficient
amount of elements selected to provide stable results Also there are two types of sampling
designs probability and non-probability samples Non-probability sampling differs from
probability sampling on the basis that in non-probability sampling the sample elements do
not have a known nonzero chance of being selected for the sample In probability sampling
each element has a known and equal probability of selection This study incorporates
probability design because there are no any predisposed respondents (Smith Albaum 2005)
111 Editing Coding and Descriptive Analysis
―Completed questionnaires or other measurement instruments must be edited coded
entered into a data set for processing by computer and carefully analyzed before their
complete meanings and implications can be understood (Smith Albaum 2005)
24
The main reason for this process is converting data obtained into information which will
provide inferences and answers to research question A certain sequence is needed to perform
successful data analysis In short there should be definition of response categories at first
then editing and coding and at last tabulation All these three steps will be implemented in the
practical part
112 Research Errors
In any research errors will occur so management of errors must apply Errors can arise in
any stage of marketing process from problem formulation to report development It is a goal
of investigator to minimize those errors The value of total error is comprised of sampling
error plus non-sampling error Sampling error (usually called as random sampling error) is the
difference between planned sample and the list of interviewees it is formed Non-sampling
errors are those which are not related to the sample itself Usually non-sampling errors related
to sort of bias as the difference between the true value of that which is being measured and the
average value derived from a number of independent measurements of it There are eight
major types of errors
Population specification ndash difference between required population and population
chosen When researcher chooses inappropriate population for the data collection
Sampling difference between required sample and the one that has been selected
When sample does not represent the population selected by using probability sampling
method
Selection error usually occurs when researcher pick up respondents whom she knows
who is more pleasant in general who is easily reached This tendency deviates real
population selected
Frame error Sample frame is a set of representatives of population who relate to
required sample The frame error occurs when elements which are not in the sample
group are investigated
Nonresponse error occurs when all members of the sample cannot be reached or they
refuse to respond
Surrogate information error occurs when investigator is unable to obtain responses and
replace it with proxy answers leading to surrogate information
25
Measurement error occurs in several stages of research transmittal response analysis
In general researcher represents information that he wants rather the real one
Experimental error When investigator is measuring the influence of independent
variables on dependent one while controlling extraneous variables (Smith Albaum
2005)
2 PRACTICAL PART
21 Marketing Research Process Applied
For this study it has been identified that the problem of current situation in MU is its
inability to attract more international students
Problem Formulation Prospective students do not choose MU for degree obtainment
Research goal To identify ways on how to increase studentslsquo inflow into MU by means of
detecting general preferences of MU customers (prospective students and current students)
Research questions
Based on the study of 7P approach made by Jonathan Ivy one research question arises
1 On what element of marketing mix students relied more when choosing MU ―People
―Physical evidence or ―Processes
From another study made by Hsuan-Fu Ho and Chia-Chi Hung second research question
arises
2 Does the possibility of domestic market employability after graduation plays the key role
for choosing MU
26
Method of Inquiry
As been mentioned in the theoretical part the first step in method of inquiry is observation
and description of a phenomenon or a group of related phenomena This step is known for its
qualitative methods of applicability
Have been studying for almost two years in MU and communicating with dozens of
international students I found several aspects to consider for MU attractiveness improvement
Students who stay longer than a semester differ from those who came just for one semester
under Erasmus exchange program This research deals with the first category of students and
for them it is important to have more frequent university-student correspondence Keeping the
fact that education process in Masaryk university different and complicated in terms of
Information Technology (student information system is very confusing with no English
version of some pages) there should be prepared an orientation seminars on how to effectively
use all university premises and surrounding city facilities It can be easily done with the help
of International Students Club which has excellent image among such clubs in Europe There
is orientation week for students but from the students point of view is more prepared to make
things done (like ISIC card issue register to information system) rather than providing
students with tools on how to achieve what they need to This can easily be done by
information system additional applications of city university map student forums and
discussion groups The information system should be done in more client friendly way with
good English translation of the web pages
This work would not include any hypothesis because of the chosen research design ndash
explorative
Research Methodology
In this will be applied nonexperimental method because of objectivity purposes There is
high risk of mislead and misinterpretation to the respondent which will affect the survey
results
Question number 1 2 3 in the survey (can be found in appendix of this work) was
included for the reason to find additional information from prospective students who intend to
continue their study Question number 11 gives idea on the effective media channel that
students got information from Question number 12 and 13 will help to summarize general
student opinion on MU and find some deviations from the rest of the questions
27
Below are the questions in the survey which relate to research question number 1 ―On what
element of marketing mix students relied more when choosing MU ―People ―Physical
evidence or ―Processes
Question number 4 6 7 was adopted from literature source (Jonathan Ivy 2008) of
theoretical part This question identifies the level of ―Processes element of marketing mix
Question number 5 based on the same literature source was adopted to verify another element
of marketing mix ndash ―People Question 8 uncovers the level of third element ―Physical
evidence Question number 10 encompasses all three elements to double check the main
criteria that students choose or consider MU to study
Below are questions in the survey which relate to research question number 2 ―Does the
possibility of domestic market employability after graduation plays the key role for choosing
MU
Questions number 14 and 15 will help to identify the level of studentslsquo motivation to enter
MU for the reason of higher chance of employability after graduation These questions were
adopted from literature source provided by Hsuan-Fu Ho and Chia-Chi Hung
Question number 9 relates to both research questions because it covers the scale of
significant factors that might affect student to choose MU
Research Design
The study entitled ―Quantitative Marketing Research attempts to accumulate the sequence
of procedures to conduct successful marketing research It has been chosen to use quantitative
research for the reason that study aims to find out the answer of a research questions through
numerical evidence This method enables researcher to gather existing information and data
regarding interrelationship between low rate of students registration to MU The study will
help to answer on two research questions posed in this work
Selection of data collection techniques
The study incorporates two techniques of data collection secondary and primary
collection Secondary information reveals current situation of HE marketing worldwide and
primary information helps to find the match up for solution of MU problem and secondary
information findings
28
Sample design
Researcher uses probability sample design with quantity of respondents equal to 26
Data collection
For study purposes data will be collected by giving out questionnaires to current and
prospective students who study or intend to study in English in MU Hard copy questionnaires
will be collected after respondents finish answering them Total collected questionnaires
amount to 26
Research errors
Population Specification error is mastered by questioning potential respondent whether
shehe studies in English Sampling difference researcher will overcome by keeping the
highest level of variety of respondents (by country of origin) Selection error is out of the
matter because researcher is not introduced to the majority of students studying in English
Nonresponse error may occur for the further purposes of the research respondents would be
asked the reasons for rejecting to fill out questionnaire The same procedure is for the
surrogate information ndash if researcher will not be able to get answers from respondents they
will be asked about the reason of rejection
22 Analysis and interpretation of data
Secondary and Primary data is analyzed and interpreted in section 23 and 24 below
23 Secondary data
Marketing communication of universities
As has been mentioned previously in this work the best option to collect relevant primary
data is to rely first on secondary information and then delve down in certain aspects by
collecting primary information In this item it will be explained what has been done in
marketing communication of universities around the world This part will also cover the
question of what communication strategies and tools the international universities use to
attract their students
29
From the first finding to start universities all over the world practicing advertising
campaigns with such words as ―Internationally renowned Award winning Prestigious
Proud history Career oriented etc But not all the time these sparkling words are real truth
―Does it actually matter whether a university has ―tradition if its current practice is poor
Does it matter if a university is ―internationally renowned if the particular course that is
being considered is known to be badly operated by local standards Does it really matter if a
university has ―a proud history if the present isnlsquot very good (Dr DJ Toncich2008)
Australian professor Dr DJ Toncich in 2008 published a book ―Study and Learning in
the Australian University System where he clearly stated various forms of
Marketing in universities of Australia ―The most common example of universities selling the
sizzle rather than the sausage appears in areas such as science engineering and architecture
where potential students are bombarded with glamorous images of spacecraft sky-scraper
buildings nuclear reactors and so on There are different ways how universities attract their
students There is a table provided by Dr DJ Toncich which explains the ways on how to
promote different parts of university image
Table 2 ―Ways on how to promote elements of university image
30
A ―Tool is a part of company (university in this case) image which should be promoted
And ―Vehicle is the way part of the image can be promoted ―Some key points to note are
that the mass media outlets (newspaper television and radio) having the broadest audience
are generally reserved for ―big picture marketing including the universitylsquos brand and
confidencereinforcement strategies Self-evidently promoting to the broadest audience is the
most costly way of getting a message out so the message needs to be simple and clear The
more specialized the audience however the more detailed the information ndash for example
university course guides and handbooks have the most specific audience and subsequently
the highest level of information density In these vehicles there is generally less content
related to the big picture issues of confidence and brand (Dr DJ Toncich 2008)
Nguyen amp Le Blanc (2001) focused on the image and reputation of the institution and
referred to the crucial role these factors played in the development of market positioning ndash
they drew on the well established concepts and theories in business sector marketing for their
study Bonsardi amp Ekwulugo (2003) who claimed that ―a centrally important principle of
marketing is that all marketing activities should be geared towards the customer also relied
on the literature used in business sector marketing and applied it to the context of higher
education
Branding is important for university to stand out in the market In ―ConnectEd
Symposium for the marketing of Higher Education (Chicago November 2011) Rich Lyons
(Dean Haas School of Business University of California Berkley) argued that
―What passes for branding in higher education is often nothing more than a catchy slogan
and logo Branding projects in universities sometimes evoke hostility indifference or bothmdash
or raise the question of why a good school would need to be so concerned about its image that
it would resort to ―corporate measures But when branding reaches deep to magnify a
schoollsquos differentiation and its core essence the result can be a powerful boost on multiple
dimensionsmdashstudent recruitment alumni interest fund raising media interest and so on And
it can resonate with key audiences emotionally to align what the school does with their
passion to change the world Dean Rich Lyons has led the Haas School of Business at UC
Berkeley in branding the school based on codifying its distinctive culture driving that culture
through its business processes and reforming its curriculum to produce a particular type of
leadermdasha path-bending leader The process is lengthy difficult and risks are high Learn why
the rewards of an authentic brand are worth the effort
31
According to this speech strong brand is coming from the culture of interaction among
students and all university staff Mainly students and professors should clearly understand
what matters mostly attracted them in chosen university (values believes attitudes etc should
match up with student`s)
Another aspect for university marketing start up procedure is reposition communications
as a strategic function in a more proactive attitude This matter has been covered by Dr Mark
Putnam President Central College IA in his article ―Do you drive the agenda or go along for
the ride In this article author ―sought to change the view of the marketing and
communications team from customer service providers to strategists He set a good example
with presidential blog using it to elevate the level of discourse at Central Putnam has a track
record for this kind of change management As senior vice president at Northeastern
University (Boston) he worked with the communications team to educate the university about
the strategic role of marketing and branding He comes by this perspective naturally (Dr
Mark Putnam 2011)
To improve university technical tools in attracting students mobile marketing is a great
way ―Mobile marketing brings challenges and opportunities to higher education when scarce
resources limit the ability to add new technologies and techniques to communication plans
We examine the mobile marketing landscape in search of whats most relevant to higher
education today with special attention to student recruitment and brand strength Areas
covered include site design for best task completion writing right for mobile sites monitoring
web analytics and integrating with traditional and social media websites (Bob Johnson
2011)
Another technical tool is digital video clips ―Video in its many forms is becoming a
major factor in our collective lives (80 million hours of video loaded to YouTube every
minute for example) As digital storytelling it is also being used in a variety of ways to build
brand equity with internal and external audiences Outcomes will be a better awareness of the
current trends in using video as a brand building tool and a field guide for teaching others
within the organization to make powerful digital stories Im currently using the workshop at
the UW to train students who will study abroad to make and distribute good quality video
about their experiences (Harry Hayward 2011) In case of brand building using video
assistance viral marketing campaign might work And the last idea which will increase
university profit is web site analytics ―The website is not only a conduit for most of your
marketing efforts todaymdashitlsquos also an incredible tool for measurement and marketing analysis
32
With web analytics you can better quantify the impact of your marketing campaigns improve
the effectiveness of your website segment visitors for micro-marketing efforts and generate
valuable marketing intelligence (Bruce Snyder 2011)
Marketing is the process of customer identification (needs views preferences financial
possibility to buy certain product) This task will be done through primary information
analysis Another task in marketing is development of ―analytics-driven approach to help to
reach a targeted student through search engines mobile smartphones text messaging email
newsletters and social media (Higher Education Marketing Company) This company has a
straight and logic view on marketing process in university which provides a wide scope of
services Google Analytics Search Engine Optimization Pay Per Click Marketing Social
Media Marketing Google Maps amp Local Search Web Design amp Development Mobile
Marketing Short Message Service (SMS) Another very effective tool is SEO (search engine
optimization) which allows embedding into the company website option for the most
important (most likely needed) words phrases while creating company web pages This set of
words with high possibility that potential customer will dial up will give opportunity for the
company website to pop up in the top list of the search engine (Google chrome yahoo etc)
Under research problem ndash low enrollment of students the researcher should look for the
findings of other studies relevant to this study problem The questions to start with are ―What
factors in university marketing practices are missing to achieve constant enrollment growth
―Is there any interrelationship of those factors and university attractiveness growth
One of the studies has been conducted among students registered state subsidized
universities in South Africa The purpose of this paper was to present a new marketing mix
based on MBA studentslsquo attitudes and opinions towards the marketing initiatives of business
schools in South Africa The findings of this study revealed showed seven quite distinct
underlying factors in the marketing activities of these business schools some covering the
same elements of the traditional marketing mix people promotion and price There were
however four different elements programme prominence prospectus and premiums ―The
marketing mix is a set of controllable marketing tools that an institution uses to produce the
response it wants from its various target markets It consists of everything that the university
can do to influence the demand for the services that its offers Tangible products have
traditionally used a 4Ps model the services sector on the other hand uses a 7P approach in
order to satisfy the needs of the service providerlsquos customers product price place
promotion people physical facilities and processes The product is what is being sold It is
33
more than a simple set of tangible features it is a complex bundle of benefits that satisfy
customer needs The price element of the services marketing mix is dominated by what is
being charged for the degree or tuition fees that are required to enroll at the university Place
is the distribution method that the university adopts to provide the tuition to its market in a
manner that meets if not exceeds student expectations Promotion encompasses all the tools
that universities can use to provide the market with information on its offerings advertising
publicity public relations and sales promotional efforts (Jonathan Ivy 2008) This traditional
model encompasses tools which deal with tangible products In case of university it provides
intangible product which needs more tools for promotion Fifth tool is people who are
considered as a staff in university (academic administrative and support staff) To have a
prominent image university should have teaching staff reputations PhD holders Professorial
title holders Also administrative staff can also play an important role to attain prospective
students by simply providing professional phone call inquiry
The newest addition to the marketing mix is physical evidence and processes Physical
evidence is attributed to internal and external appearance of the entity (from teaching
materials to facade of the building and lecture rooms) ―Processes are all the administrative
and bureaucratic functions of the university from the handling of enquiries to registration
from course evaluation to examinations from result dissemination to graduation to name but
a few During the period that the student is registered processes need to be set in motion to
ensure that the student registers for the correct courses has marks or grades correctly
calculated and entered against the studentlsquos name and is ultimately awarded the correct
qualification While this might seem quite straight forward there are numerous other
processes that need to be implemented concurrently (with the finance system
accommodation time tabling and the library) to ensure the highest level of student
satisfaction The findings of this research suggest that the traditional 4- 5- and indeed 7P
marketing services marketing mix may not be the best way to approach the marketing of
MBA programs in South Africa Using principal components factor analysis on 25 commonly
used marketing tools indicates that four new distinctive and independent elements exist along
with three elements from the traditional marketing mix (Jonathan Ivy 2008) The most
important element from the marketing mix was ―program element (the range of electives in
the degree choice of majors) The second was ―prominence of the degree (academic staff
reputations position on league tables or MBA reviews in the popular press) The traditional
promotions element of the marketing mix was split into two areas standard mass media
34
advertising and hard copy promotional materials such as the university prospectus and direct
mail posted to prospective students called ―prospectus in the MBA marketing mix The
price element is dominated by flexible payment of tuition fees which means that students are
price sensitive and looking for payment flexibility The people element has had a small
modification with face-to-face teaching being included along with personal contact with
graduates and open day attendance The final element of the new marketing mix is called
premiums This is a diverse element of the mix which included accommodation the number
of modules in the degree student exchange programmes university computer facilities and
class sizes While this element was considered the least important of the marketing tools not
offering some of these items could seriously damage the recruitment prospects of a business
school Indeed some items would be considered a standard offering of a university and
expected by a student without further consideration or evaluation (Jonathan Ivy 2008)
So from this study researcher may answer on the posed questions before There is indeed
some other factors out of the standard marketing mix which in this case (higher education
marketing) play a key role In order to finally apply those factors into the practical
implementation researcher should check whether all of those factors remain important for
MU For this purpose primary data should be collected by creating questionnaire which
includes new marketing mix tools
Another study conducted in the realm of marketing communications in Taiwan includes
other findings The purpose of this study was to examine how a graduate institute at National
Chiayi University (NCYU) by using a model that integrates analytic hierarchy process
cluster analysis and correspondence analysis can develop effective marketing strategies
This research revealed that even though universities and colleges in Taiwan have
increasingly realized the importance of having sound marketing strategies to stay competitive
they have concentrated their marketing strategies on promotion ndash advertising tuition
reduction scholarships etc This trend has often obscured the fact that marketing should be
based on customer needs with better efforts made to fulfill these needs Although market
segmentation and positioning enable marketers and institutional planners in higher education
to understand customer needs and to visualize institutional advantages in relation to their
competitorslsquo positions these are relatively new endeavors in educational marketing in
Taiwan
The results display that the five most important factors for studentslsquo school selection
were employability curriculum academic reputation faculty and research environment
35
Students perceived NCYU to be strongly associated with lower tuition fewer entrance-exam
subjects lower entrance-exam pass rates and easier graduation requirements (Hsuan-Fu Ho
Chia-Chi Hung 2008)
In order to verify whether such criteria are also indisputable preconditions for choosing
MU as a potential tertiary institution they should be included into the study questionnaire
As we can see that in secondary information there are many ways on how to improve
university standing and how to reach a customer But this information does not give us the
picture of Masaryk University customer why she chose MU what were the preferences to
choose it where she first time got to know about it and etc That is why for this part ndash to get
the picture of MU customer from primary data collection and then apply appropriate tools that
have been mentioned before would be a good combination for a successful marketing
campaign
24 Primary data
For the purpose of this study ndash increase MU attractiveness primary data has been
collected Researcher developed questionnaire which consists of 15 questions and randomly
gave out to international students The main goal of this questionnaire is to answer two
research questions set by researcher
1 On what element of marketing mix students relied more when choosing MU ―People
―Physical evidence or ―Processes
2 Does the possibility of domestic market employability after graduation plays the key role
for choosing MU
These two research questions will help to get a clue on how specifically to improve
attractiveness of MU
Data is analyzed by using excel Microsoft office application with support of various graphs
and tables It has been calculated that majority of respondents are current students in MU
which gives more in depth data describing university attractiveness
36
Graph 1 ―Identification of students` status
It is 62 of respondents stated that they are currently study in MU This will bring more in
depth data from the survey
Specializations have wider split up with two major elements Informatics and Medicine
amount to 32 and 27 accordingly Unfortunately there are no any students from sport
faculty As it has been mentioned respondents were chosen randomly so it can be obvious
that there is big amount of students studying or intend to study medicine and informatics
Graph 2 ―Identification variability of specializations
37
Country of origin table shows that students from Slovakia have majority Probably
because of country and national closeness to Czech Republic The second biggest majority is
students from United Kindom after them students from Russia and Hungary
Graph 3 ―Country of origin split up
Question number 4 relates to first research question (On what element of marketing mix
students relied more when choosing MU ―People ―Physical evidence or ―Processes)
which specifies the level of ―Process element in MU In general the level of handling phone
callemail is acceptable with 14 respondents answered as completely sufficient or completely
sufficient with additional information This shows that majority of students are satisfied with
first impression of contacting MU
38
Chart 3 ―Level of handling callemail inquiry
Question number 5 explains another element in first research question which is ―People It
is evident that for majority of students academic experience is the most important to know
about professors professionalism But it is also a big quantity of those who did not analyze
any information Five students responded that work experience in business sphere is a key
criteria to choose MU
Chart 4 ―Criteria for identifying professionalism of university teaching staff
The ―Process element is evaluated in question number six which explains the level of
administrative and bureaucratic functions in MU on the matter of convenience and usage
Number of courses
teachers offer
Quantity of
publication of
teachers
Work experience
in business sphere Academic
Experience Professional
title in
business
I didn`t analyze
any information
about academic
staff in MU
39
Chart 5 ―Convenience
On the chart it is shown that students rate these functions as convenient with only several
students who perceive it as rather inconvenient On the ―Usage chart it has also positive
trend representing that MU administrative and bureaucratic process is highly useful
Chart 6 ―Usage
Question number seven explains third element ―Physical evidence In graph below it is
obvious that majority of students do not check this element while choosing MU
40
Graph 4 ―Identification of processes element
69 replied negatively and 31 positively which means that this factor does not play a
key role in selecting university Majority of students rate MU facilities as comfortable It is
shown in the table below that eleven students rate facilities as good
Chart 7 ―Identification of physical evidence element
Question number nine encompasses several criteria which were taken from two elements of
marketing mix ―People and ―Physical evidence and some were not from this marketing
mix like ―ability to get employment in home country ―worldwide acceptable diploma
These two factors were taken from the second research question ―Does the possibility of
41
domestic market employability after graduation plays the key role for choosing MU Results
showed that students highly value ―ability to get employment in home country (16
respondents gave highest score) Also highly rated MU diploma as worldwide acceptable (15
respondents gave the highest score) Also for respondents it is important (with lower grading
score ndash ―4) ―Strong academic staff and ―Excellent laboratory facilities
Chart 8 ―MU criteria
Question number 10 includes set of common services that university provides to students
This question helps to understand what services MU provides sufficiently to students Results
showed that sufficient services that MU provides are almost all which have been mentioned in
the options list Only ―Small class sizes do not meet big majority expectations
a Ability to get
employment in home
country
b Strong
academic staff
d Library
facilities
c Excellent
laboratory
facilities
e Worldwide
acceptable diploma
42
Chart 9 ―MU services
Interesting results gave to the researcher questions number 11 which shows that mostly
students got to know about MU from internet search engines and from relativeslsquo advice
Graph 5 ―Media channel of MU
Question number 12 and 13 give overall satisfaction level with MU Question number 12
has been adopted from theoretical part which asks whether student is ready to enter university
again if heshe would have the same opportunity Question number 13 is double-checking this
statement Results are showing that majority of respondents would enter MU again and they
are satisfied with overall MU educational service
Reasonable
accommodation
Exchange
programs
Number of
modules
Small class
sizes
Internship
possibility
Research
environment Faculty
43
Graph 6 ―Choosing MU
Graph 7 ―General satisfaction of MU
Although researcher might observe big quantity of students who are relactant to answer
Graph derived from question 12 shows that half of respondents do not have such a strong
feeling to reenter MU The same situation is in general satisfaction of MU where 38
remained neutral
The last two questions deal with second research question And here results are varied
Graph 8 derived from question 14 depicts that MU degree is not that helpful for getting the
job back in home country Only 23 answered that degree surely will help to get a high paid
44
position 38 replied as ―probably yes 35 answered as ―not sure and 4 answered
―probably not So around 61 of respondents feel positive about successful employment
back home the rest are not that confident
Graph 8 ―Employability element
Graph 9 ―Employability element second question
If respondents replied positively on 14th
question then they were asked to state the reason
for this As it can be seen above high standard European education is playing a key role for
successful employment Also the rest of options have high scores too
45
RESEARCH REPORT
In the purpose of survey it was essential to understand which of three elements in
marketing mix (―People ―Processes and ―Physical evidence) students rely more and
therefore less while choosing MU According to study made in South Africa by Jonathan Ivy
there are seven elements in marketing mix which all equally important for improving
company attractiveness in service business Researcher of this study picked three out of
seven because they more closely respond to actual service oriented company The rest four
elements (product price promotion place) were existing before as traditional marketing mix
for all types of businesses So the element ―Processes uncovers with questions number 4 and
6 From the graphs it is obvious that students are satisfied with this marketing mix This gives
university strong point in attracting students Call email handling Information system
functionality and other bureaucratic functions work sufficiently well 22 students rated
callemail handling as positive Usage and convenience of different MU functional processes
are also positively appreciated with 13 students for convenience and 15 for usefulness From
this data it can be clearly stated that students do rely on effective functions of MU
Element ―People is identified in questions 5 9 and 10 Question 5 gives information that
students do not mainly rely on ―People element while choosing MU 9 students did not
analyze any information about professionalism of university teaching staff Meanwhile the
main factor on what students pay attention is academic experience of teachers But answers
for the questions 9 and 10 gives a tendency that students do rate criteria ―Professionalism of
teachers high but actually they give lower score for this actual criteria in question number
10 In question number 5 students chose different aspects of professionalism of teachers as a
criteria to enter MU Total score for professionalism aspects is 4+4+5+10+4=27 Also in
question number 9 criteria ―strong academic staff accumulates 17 points (it is taken only 4
and 5 levels of importance) But in question number 10 only students give only ten points for
―faculty as a sufficient service provided by MU It can be assumed that students had higher
expectation before entering into university that they have got
Element ―Physical evidence is seen as not important for respondents Graph for question
number 7 shows that 69 of students did not check elements of ―Physical evidence Also
majority of students rate university facilities as ―Good with opportunity to select ―Excellent
46
status (in question number 8) On the other hand students rate university accommodation and
research environment as high enough (question number 10) It can be concluded that during
the process of choosing university students do not rely heavily on ―Physical evidence But
they did get reasonable service in ―Physical evidence while studying in MU
Second research question states ―Does the possibility of domestic market employability
after graduation plays the key role for choosing MU After analysis of relevant graphs and
tables it became clear that this factor (possibility to get employed) is very important for
students So question number 9 gets the highest score (16) for criteria in choosing MU ndash
―ability to get employment in home country and also high score for ―worldwide acceptable
diploma Even though students rate possibility to get employed as the highest criteria to
enter MU 39 of students are not sure or don not think they will obtain high paid job back
home Here is the point to work for MU administration Students rely on high standard
European education and English language education as a key criterion for being confident in
getting well paid job (question number 15)
The data analysis process constitutes the following
1 MU has convenient and useful bureaucratic functions which are considered as a strong
point in delivering knowledge without obstacles It is difficult to identify the level of
―processes in organization but some points can be highlighted in promotion materials It can
be description of functionality of Information System or description of easy courses
registration
2 Element ―People has deviation in what is expected and what is delivered Students
have a bit higher expectations on the level of teaching staff experience and competence It is
recommended to do a deeper research on the reasons for this deviation But for now it can be
decided to arrange seminars or trainings for teacher to improve their marketing knowledge
and explain commercial tendency in market of high education
3 University ―Physical evidence is has strong rate of sufficiency The only problem that
students do not feel need to pay attention on this element Here MU administration should put
accent on Including pictures of libraries with free Wi-fi canteens computer labs which have
good and pleasant conditions
4 The most important criteria for students to choose MU is high possibility to get
employed at home But this perspective lacks consistency because there is significant amount
of students who remain uncertain in the future employability This gap can be solved by
successful decision making of three elements above ―People ―Processes and ―Physical
47
evidence But it is recommended to conduct further survey questioning the reasons of
students` uncertainty in future employability Maybe the reason is not related to some weak
points in marketing mix but the problem in home countries itself (political instability
nepotism etc)
To sum up the general situation in four factors mentioned above ―processes should be
promoted to international students as a smooth tool in obtaining degree ―people should go
through training on how to deliver lecture in contemporary commercial world of high
education market ―physical evidence should be mentioned in promotion of MU ―student
employability will be interrelated with ―people plus MU has to install closer relationship
with international companies (internships provision seminars with company representatives
professional lectures from leading companies etc)
Secondary information has also a great help in increasing university attractiveness
Viral marketing can be applied to MU because question number 11 shows that internet search
engine is a key tool how students found about MU There is a video of experience Brno life
among Erasmus Students which can be remade as a good promotion video of student life on
campus For Masaryk University very effective tool will be Google Analytics giving a wide
scope of techniques on how to track differentiate and analyze visitors ―Google Analytics is
the enterprise-class web analytics solution that gives rich insights into the website traffic and
marketing effectiveness Powerful flexible and easy-to-use features now give opportunity to
see and analyze your traffic data in an entirely new way With Google Analytics it is easier to
write better-targeted ads strengthen marketing initiatives and create higher converting
websites (Google Analytics website)
In general MU marketing politics should involve techniques mentioned by Jarvis J in his
book ―What Would Google Do Companies must learn that they are better off when they
cede control to their customers Give us control we will use it and you will win
Also it is important to read blogs There are search engines for blogs like Technorati
Icerocket Google Bloglines Pub-sub where MU marketing officials can search for MU
discussion groups or some topics
MU officials should constantly maintain ―conversation with current students It is a good
idea to start communication with those bloggers who care enough to talk about MU products
and service and brand The least MU officials can do is engage them and join the
conversation Even further step can be done Ask consumers what they think MU
48
administration should do MU will end up with better products and do a better job selling
them to more satisfied customers who can even help each other if MU officials let them
Next it will be effective to start university blog where students openly and forthrightly
share the problems and the solutions as they occur There is no reason why a university dean
should not open a direct conversation with the public That will do more to change the
culturemdashto finally make it customer-focused and mean itmdashthan a dozen consultants a
hundred off- sites or a million ad impressions
During of development process of some programs or anything in university it is better to
involve students in this process also
The last but not the least is links on the website of MU There are three links on the ESF
faculty One of them is ―Review of economic perspectives ―call for papers and Citi Bank
banner There should be more links to Headhunters conferences industry associations
current job opportunities etc This gives website alive image and helpful time spending
49
CONCLUSION
This study has been conducted in favor of future Masaryk University prosperity in the
current commercial world Researcher had a strong motivation to give helpful secondary and
primary information which will foster university educational process in the frames of
contemporary world
Of course any research comes up with further recommendations to analyze questionable
matters in results obtained Researcher believes that this work is just another step to constant
need of self-improvement
Researcher advices to put more accent on IT support to promote university image and
therefore increate its attractiveness (Harry Hayward 2011) mentioned that 80 million hours
of video loaded to YouTube every minute So there is high potential for promotion Viral
video of MU will hit several aspects of university improvement brand product suite
differentiation lifestyle according to Dr DJToncich Apart of that it is recommended to
build system of values believes and attitudes among students and university staff and
promote this in the future According to Dr Mark Putman it is essential nowadays to educate
university staff about strategic role of marketing and branding Website analytics would be
useful for measurement and marketing analysis Search optimization engine is another tool on
how to maintain university webpage in the top 10 results in Google chrome or other web
search engines On YouTube there is option to post advertisement of a company only in the
videos which are related to the sphere of products or services company offer So MU might
sign a contract of including its advertisement on videos which has key words as ―education
―high ―in English etc
According to primary data obtained it is obvious that several aspects in MU marketing
mix do not match high criteria among students Once one factor ―People would be solved
through trainings and constant updating knowledge of personnel another interrelated problem
will be offset ndash ―Employability But there is no any research done on interdependence of
these two factors so for further analysis of situation another research should be taken The
main purpose of this research would be identification of cause and effect linkages between
50
―People ―Employability and other factors which influence studentslsquo ability to get high paid
job back home And there are a lot of those factors starting from political situation in the
country to the level of corruption and nepotism
MU has potential to improve its educational process as we do the students because we are
the main customers for our university But one thing should not be forgotten and it is
companies which have strong notion about reality in one or another specialization That is
why my last advice for Masaryk University is to appeal as a liaison entity between students
and companies
51
REFERENCES
Barabba Vincent P Zaltman Gerald 1991 ―Hearing the Voice of the Market Competitive
Advantage Through Creative Use of Market Information Chapter 5
Conway Tony Stephen Mackay David Yorke (1994) Strategic Planning in Higher
Education Who Are the Customers International Journal of Educational Management
Vol 8 Iss 6 pp29 ndash 36
Cooper Donald R Schindler Pamela S 2003 ―Business research methods 8th ed
Dillman Don A 2000 ―Mail and Internet Surveys The Tailored Design Method 2nd
Edition New York
Dekeba Alemayehu 2003 ―Basic of Marketing Research Methods
URL httpwwwglobuszcomebooksMarketingResearchindexhtm
Hemsley-Brown JV and Oplatka I2006 Universities in a competitive global marketplace
a systematic review of the literature on higher education marketinglsquo International Journal
of Public Sector Management Vol 19 No 4 pp 316-338
Harry Hayward ―The power of digital storytelling 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Hair Joseph F - Bush Robert P - Ortinau David J ―Marketing research within a changing
information environment 3rd ed2006
Hsuan-Fu Ho Chia-Chi Hung Marketing mix formulation for higher education An
integrated analysis employing analytic hierarchy process cluster analysis and
correspondence analysis International Journal of Educational Management Vol 2 Iss
4 2008
Jarowski Ajay K Kohli and Arvind Sahay 2000 ―Market ndash Driven Versus Driving
Markets Journal of the Academy of Marketing Science 45-54
Johnson Bob ―Mobile marketing in higher education getting ready for 1012 and beyond
2011
URLhttpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Jarvis J ―What Would Google Do Adobe Acrobat eBook Reader 2008
52
Jonathan Ivy A new higher education marketing mix the 7Ps for MBA marketing
International Journal of Educational Management Vol 22 Iss 4 2008
Kotler Philip Fox Karen FA 1985 Strategic Marketing for Educational Institutions
Mora Michaela ―What Is Statistical Significance 2011
URL httprelevantinsightscomtagsample-size
Nha Nguyen Gaston LeBlanc 2001 Image and Reputation of Higher Education Institutions
in Studentslsquo Retention Decisions International Journal of Educational Management
Vol 15 Iss 6
URL httpwwwemeraldinsightcomjournalshtmarticleid=838798amp
Oppenheim ldquoQuestionnaire Design Interviewing and Attitude Measurementrdquo 1992
Oud Jacqueline 2004 ―Market research versus marketing research
Pimpa Nattavud 2003 ―Internationalization and trade in higher education opportunities and
challenges
Putnam Mark ―Do you drive the agenda or go along for the ride 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Rakhee Vyas Anne L Souchon 2003 Symbolic Use of Export Information A
Multidisciplinary Approach to Conceptual Development and Key Consequences
International Marketing Review Vol 20 Iss 1 pp67 ndash 94
URL httpwwwemeraldinsightcomjournalshtmarticleid=855530
Rich Lyons ―Authentic branding how creating a school brand with culture and curriculum
just might help save us 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Robert S Michael ―Inquiry amp Scientific Method 2002
URL httpwwwindianaedu~educy520sec5982week_1inquiry_sci_method02pdf
Rodriguez G ―5 Questions to Help You Understand Your Customer 2004
URL httpwwwpowerhomebizcomvol146customerhtm
Sekaran Uma Bougie Johan Roger Gisbert2009 ―Research Methods for Business a Skill
Building Approach 5th ed
Singleton Royce A Jr and Bruce C Straits 1999 Approaches to Social Research (3rd
Edition) New York Oxford University Press
Smith Scott M Albaum Gerald S 2005 ―Fundamentals of Marketing Research
Snyder Bruce ―Maximizing the power of web analytics 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Toncich ―Study and Learning in the Australian University System
53
URL httpwwwdoctorteenetfilesunibook04_ppdf
WEBSITES
Experiment-Resourcescom ―Comparing Quantitative and Qualitative Research 2009
URL wwwexperiment-resourcescomquantitative-and-qualitative-researchhtml
Higher Education Marketing Company Canada
URL httpwwwhigher-education-marketingcomcontact
Google Analytics website
URL httpwwwgooglecomintlenanalytics
54
Appendix A Questionnaire
Dear respondent this questionnaire is created in terms of Master`s degree diploma thesis The main goal of
this survey is to improve Masaryk University attractiveness by deriving the reasons for choosing Masaryk
University in obtaining a degree The answers will be kept as confidential and would not be used in any
other purposes other than for this research If you would have any questions regarding the results of this
survey please contact me
Ilya Shaiderov (380502mailmunicz)
Thank you for your cooperation
1 Are you a current or prospective student ____________________
2 What specialization you are obtaining or intend to obtain in MU ____________________
3 Please specify your country of origin ____________________
4 Please rate the level of handling your first phone callemail inquiry by MU staff (only if it is
applicable to your case)
1 2 3 4 5
5 While considering MU as an option to study what criteria did (do) you analyze to check
professionalism of university teaching staff (you may choose several options)
a Number of courses teachers offer
b Quantity of publication of teachers
c Work experience in business sphere
d Academic Experience
e Professional title in business
f I didn`t analyze any information about academic staff in MU
No response
Insufficient response
Sufficient enough
Completely sufficient with additional information
Completely sufficient
55
6 (Only for current students) Could you characterize the process of courses registration usage of IS
system and other administrative and bureaucratic functions of university (please choose one in each
scale)
Convenience
1 2 3 4 5
Usage
1 2 3 4 5
7 (For both current and prospective students) While choosing MU did (do) you check quantity of
books in university library accessibility of electronic databases new editions of study materials
overall quality of library
Yes
No
8 (Only for current students) Please rate MU facilities (buildings classrooms computer labs etc) on
the matter of ―comfortability
1 2 3 4 5
Excellent Good Sufficient Not enough Bad
Completely Convenient
Rather Convenient
Convenient Rather Inconvenient
Completely Inconvenient
Completely Useful
Rather Useful
Useful Rather Useless
Completely Useless
56
9 (For both current and prospective students) How do you rate the following factors as criteria for
choosing MU (1- least important 5 ndash most important)
a Ability to get employment in home country
b Strong academic staff
c Excellent laboratory facilities
d Library facilities
e Worldwide acceptable diploma
10 Please choose (mark ―V) services that MU sufficiently provides to you as a student (in case you
are prospective student - should be provided)
___ Reasonable accommodation (covered by student)
___ The number of modules in the degree and big variety of elective courses
___ Student exchange programs
___ Research environment (sufficient up to date study materials computer labs laboratories etc)
___ Small class sizes
___ Internship possibility
___ Faculty (profound selection of PhD and profession specialists)
1 2
T
y
p
e
a
q
u
o
t
e
f
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o
m
t
h
e
d
o
c
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3
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e
4
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5
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4
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o
5
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1 2
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q
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f
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3
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f
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o
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e
n
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r
4
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p
e
a
q
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o
t
e
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r
o
m
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d
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u
m
e
n
t
5
[
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p
e
a
q
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o
t
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r
o
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u
m
e
n
1 2
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a
q
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o
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e
f
r
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m
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e
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e
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3
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e
f
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o
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4
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e
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o
m
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m
e
n
5
[
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f
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o
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t
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o
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e
1 2
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p
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a
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o
t
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f
r
o
m
t
h
e
d
o
c
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m
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n
3
T
y
p
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a
q
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e
f
r
o
m
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h
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d
o
c
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m
e
n
4
T
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p
e
a
q
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o
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e
f
r
o
m
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h
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c
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m
5
[
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
57
11 From what source you first found out about Masaryk University
a Website search engine
b Advice of friends parents etc
c TV
d Newspaper please specify____________
e Journals please specify____________
f Billboards
g Website banners please specify website_______________
h Other source__________________________
12 (Only for current students) If you had do it over again would you still choose MU If not please
specify why
a Yes
b Not sure
c Probably would
d Probably would not (please specify why)
__________________________________________________________________________________
__________________________________________________________________________________
________________________________________________________________
13 (Only for current students) Please describe your level of general satisfaction with university
a Not satisfied at all
b Neutral
c Satisfied
d Very satisfied
58
14 (For both current and prospective students) Do you think MU degree will help you to get above
average salary in your home country
a No b Probably not c Not sure d Probably yes c Yes
15 If you think that MU degree helps to get well paid job in your home country what might be
reasons for that (more than one reason can be selected)
a High standard European education d Possibility to pass internship in Europe
b Degree specialization choice e Other_________________________
c Education in English language
6
On the other hand Quantitative Research makes use of tools such as questionnaires
surveys and other equipment to collect numerical or measurable data
Qualitative Research is primarily subjective in approach as it seeks to understand human
behavior and reasons that govern such behavior Researchers have the tendency to become
subjectively immersed in the subject matter in this type of research method
In Quantitative Research researchers tend to remain objectively separated from the
subject matter This is because Quantitative Research is objective in approach in the sense
that it only seeks precise measurements and analysis of target concepts to answer his inquiry
(Experiment-Resourcescom 2009)
The question remains what method should be used after all This study aims to find out the
answer to an inquiry through numerical evidence so quantitative research is applicable in this
case If in the future researcher would like to explain further why this particular event
happened or why this particular phenomenon is the case then Qualitative Research comes
into practice
13 Marketing Research Process
According to Karole Friedmann (2003) Director of Products and Services for the
marketing services company Market Research Project Management Inc marketing research
project will be effective only if the information it provides leads to better business actions
decisions products or strategies In general marketing research is correlated with decision
support system when company executive decreases the risk of uncertainty by conducting
research Successful marketing research provides options for future actions in company
strategy High quality marketing research is proportional to high quality decision
―Marketing research is the systematic and objective search for and analysis of
information relevant to the identification and solution of any problem in the field of
marketing There are several important points in this definition First marketing research is a
systematic search for and analysis of information Careful planning throughout all stages of
the research is a necessity Researches must start with a clear and concise statement of the
problem to be researched Good research practice requires that the information sought the
methods used to collect the information and the techniques employed to analyze the
information be systematically and carefully laid out in advance (Smith Albaum 2005) Also
7
objectivity of marketing research plays another important role in successful marketing
research This criterion allows omitting escalation of commitment and clearly reflecting
current situation
There are pitfalls during marketing research process The most common ones are pseudo-
research and advocacy surveys Pseudo-research is done simply to come up with desired
results There is no objective and ethical approach Advocacy surveys are developed in such a
way that serves the needed answer Along with these two pitfalls the major one for doing
successful research is escalation of commitment when researcher is unable to consider other
variants of research results All these drawbacks might lead to waste of time and money spent
for research
Marketing research process consists of nine steps
Problem formulation
Method of inquiry
Research method
Research design
Selection of data collection techniques
Sample design
Data collection
Analysis and interpretation of data
Research report (Smith Albaum 2005)
Problem Formulation
―From the researcher`s point of view problem formulation means translating the
management problem into a research problemhellip An accurate problem formulation specifies
the types of information needed to help in solving management problemhellip the quality of
thinking about an issue (ie a problem situation) prior to data collection largely determines
the quality of thinking (ie analysis and problem solving) after the data have been collected
(Barabba Zaltman 1991)
Problem itself contains several components
1) The manager(s)decision maker(s) and his her or their objectives
2) The environment or context of the problem
3) The nature of the problem
8
4) Alternative courses of action
5) A set of consequences that relate to courses of action and to the occurrence of events not
under the control of the manager
6) A state of uncertainty as to which course of action is the best (Smith Albaum 2005)
Objectives have wide scope of variability starting from profit increase to serviceproduct
improvement ―The fewer the objectives of any study the easier it is to keep track of progress
toward the objectiveshellip Objectives vary from jointly agreed-upon corporate objectives to the
individual objectives of each employee (Smith Albaum 2005)
Environment of the problem can be related to the market research because it encompasses
such aspects as level of income and rate of growth in the market degree of competition and
government regulation Upon that it might also consider consumer tastes and preferences
Environment has a wide set of factors so researcher should define those factors which are
relevant to the problem
Method of Inquiry
The next stage in marketing research process is method of inquiry or method of
investigation The most objective and reliable is scientific method This method is effective
during the starting point and during the process of results check The main and most profound
characteristic of this method is objectivity It consists of the steps listed below
1 Observation and description of a phenomenon or a group of related phenomena An
investigator has little of prior information This is the stage when qualitative methods may
provide considerable information about what-is
2 Formulation of a hypothesis to explain the phenomena In educational research the
hypothesis is often a question about the relationship between or among variables that may
influence learning The hypothesis may be one that merely asks whether a relationship exists
(correlation research) or the hypothesis may state a cause-and-effect relationship
3 Predict the existence of other phenomena using the hypothesis or predict the results of new
observations
4 Conduct experimental tests of the predictions by several independent experimenters who
use proper experimental methods (Robert S Michael 2002)
9
Research Method
In addition to method of inquiry researcher should select research method There are two
types of research methods experimental and nonexperimental In former type of method
researcher can intervene into research experiment and control external variables It is vice
versa in nonexperimental method (Smith Albaum 2005)
Research Design
Another step in marketing research process is research design which is considered as
specific methods and procedures to obtain information needed Research design stipulates
what information to collect from what sources and using what procedures The key marker of
successful design is whether information collected relates to research problem along with
objectivity and efficiency There are three classes of designs ndash exploratory descriptive and
causal In exploratory design researcher identifies and formulates problem along with
development of alternative courses of action It is also considered as a first step in a broad
study in order to get sufficient knowledge and narrow down the problem area Sequence in
exploratory studies lead to three steps
Search of secondary information
Interview experts in a given field
Checking similar situations
Descriptive research design is more narrowed in contrast to exploratory one In former
specific research questions are postulated already The research problem is familiar and
specific This research is preplanned and structured Descriptive research covers such areas as
product research promotion research distribution research and pricing research
Causal studies help to predict causes of deriving such hypothesis The key purpose here is to
define relationships of causal factors to the effects of our prediction Researcher might build
a chart depicting several possible factors that brought situation to a current condition If there
is only one factor this would directly have influence on the situation If there is more than one
factors it is time to verify which one of those led to situation change This approach is called
casual relationship If there is only one factor there might be applicable deterministic
causation Another type of causal studies in probabilistic causation which is expanded version
of deterministic causation with more than one variable (Smith Albaum 2005)
In marketing research sources of information vary but serve as a tool to decrease uncertainty
and check hypothesis There are secondary sources respondents natural experiments
10
controlled experiments and simulation Secondary sources are taken from external
organizations which conducted research with similar purposes Usually it is statistical
committees government bodies NGO`s and etc Respondents also serve as a source of
informative and behavioral information Experiment usage might also bring valuable
information Sometimes it is better (high expenses time shortage) to implement simulation to
a certain situation Simulation is considered as a set of techniques for manipulating a model of
some real world process to find numerical solutions useful in the real process being modeled
(Smith Albaum 2005)
Selection of data collection techniques
Information itself is divided into three categories primary secondary and commercial
Secondary information is gathered by passing actual research conduction Primary
information is coming from data collected by investigator and serve as a main answer to
research question Commercial data is collected by marketing agencies and contains primary
and secondary information
It is better to start collecting secondary information first because it is less expensive and it
can offset the need of doing own research Even though if it will not solve the problem
secondary information can clarify the problem in more detail and help to develop advices to
research questions Also help in planning the gathering of primary data and defining the
population and selecting the sample
Secondary Information
Secondary information has two types ndash internal and external Internal information can be
found within the company past researches and report whereas external is outside of the
company Using internal secondary information will shed light on model and size of product
by area kind of account and industry medium amount of sales by area sales volume
percentage share of sales by product model product size etc External secondary information
allows verifying overall size of market characteristics of market features of competitor
products prices and promotion (Smith Albaum 2005)
Primary Information
The major source of marketing research is primary data In the process of gathering this
data researcher deals with respondent Respondent is a person who provides answers to the
11
questionnaire developed by researcher Answers are not the only findings that can be
collected in primary data collection Respondentslsquo behavior is another key aspect to observe
and analyze future choice of consumer
The main advantage of primary data collection is itlsquos up to date information which respond
researcherlsquos main criteria ndash the extent of the obsolescence of collected data That is why
primary data gives more realistic view to the researcher Another advantage is that primary
information can be collected in varied ways from interview to email questionnaire This gives
researcher flexibility in choosing process Cost and time spend to acquire this type of
information varies It can be attributed to the quantity of respondents should be asked their
accessibility in terms of location and etc So it is the researcher who decides whether to
collect primary data or not based on availability of secondary data time and budget of
research
The main disadvantage of primary data collection is incorrect questionnaire design
(questions answer options place of survey and etc) If doing so researcher may mislead
himself in data analysis and come up to a wrong conclusion Time might be another aspect to
consider as disadvantage for collecting primary data There is higher possibility to obtain
statisticalmarket research from some agency already prepared rather than spending time in
collecting surveys analyze them and synthesize to make final conclusion The best option is
of course to attain secondary information about the topic and then based on its outcomes
collect primary information
In this study will only be included quantitative techniques Questions will be included to
derive attitude to contemporary high education among students
Sample Design
It is rare that in marketing research the whole population is analyzed Sample is mainly a
small representative group of people that reflects all potential consumers Sample selection is
derived from consideration of the relevant systematic and variable errors that might occur
during the research process (Smith Albaum 2005) ―There are several compelling reasons
for sampling including (1) lower cost (2) greater accuracy of results (3) greater speed of
data collection and (4) availability of population elements There are two types of sampling
to choose nonprobability and probability sampling Probability sampling is based on the
concept of random selection ndash a controlled procedure that assures that each population
element is given a known nonzero chance of selection In contrast nonprobability sampling is
12
arbitrary and subjective Each member does not have a known nonzero chance of being
included (Cooper Schindler 2003)
Analysis and Interpretation of Data Collected
The first step in processing of data is editing of complete schedulesquestionnaires Editing
is a process of checking to detect and or correct errors and omissions Editing is done at two
stages first at the fieldwork stage and second at office
Field editing
During the stress of interviewing the interviewer cannot always record responses
completely and legibly Therefore after each interview is over he should review the schedule
to complete abbreviated responses rewrite illegible responses and correct omissions
Office editing
All completed schedulesquestionnaires should be thoroughly checked in the office for
Completeness accuracy and uniformity
Coding
Coding means assigning numerals or other symbols to the categories or responses For
each question a coding scheme is designed on the basis of the con med categories The coding
schemes with their assigned symbols together with specific coding instructions may be
assembled in a book After the transcription of data is over data are summarized and arranged
in a compact form for further analysis This process is called tabulation
Tabulation
Thus tabulation is the process of summarizing raw data and displaying them on compact
statistical tables for further analysis It involves counting of the number of cases falling into
each of several categories
Tabulation can be done by hand or by mechanical or electronic devices The choice depends
upon the size and type of study cost considerations time pressures and the availability of
tabulating machines or computers In this project tabulation and statistics will be done by
using Microsoft excel spread sheet (Debeka 2003)
The Research Report
―Results of the research can be described in short or in long reports Short reports are
appropriate when the problem is well defined is of limited scope and has a simple and
straightforward methodology Short reports are about five pages Long reports are of two
13
types Technical report is written for an audience of researchers And management report
written for the nontechnically oriented manager or client (Cooper Schindler 2003) This
paper is considered to be a tool for a managing director (dean) of the university who might
not have research background so the results of the research will be represented as managerial
report
14 The Research Plan
Research plan is needed to organize everything in a way that each stage would clearly
derive from the previous one It is a tool to control and follow up all procedures of research
project It starts off with stating objectives (primary and secondary) then problem analysis
(includes research problems questions hypotheses interconnection between objectives and
problem) Research design is next one It has four subsets (1) research methodology (how the
research will be made) (2) research techniques (methods and procedures for data gathering)
(3) sample design and selection (what is the size of sample is there any subsamples how you
will make sure that it is representative sample How the sample size was determined) The
fourth stage of research plan is proposed analysis (tabulation procedures cross-analysis
tabulations and their reasons type of statistical analysis) (Smith Albaum 2005)
15 Measurement
In marketing research measurement plays a key role Accurate measurement of variables
brings to right results and therefore to right management decisions The main goal of accurate
measurement is to characterize customers` attitude toward a product ―Researchers use the
measurement process by assigning either numbers or labels to (1) people`s thoughts feelings
behaviors and characteristics (2) the features or attributes of objects (3) the aspects of ideas
or (4) any type of phenomenon or event using specific rules to represent quantities andor
qualities of the factors being investigated For example to gather data that will offer insight
about people who shop for automobiles online (a marketing phenomenon) researcher collects
information on the demographic characteristics attitudes perceptions past online purchase
14
behaviors and other relevant factors associated with these people (Hair Bush Ortinau
2006)
Two of the primary criteria of evaluation in any measurement or observation are
Whether we are measuring what we intend to measure
Whether the same measurement process yields the same results
These two concepts are validity and reliability Reliability is concerned with questions of
stability and consistency - does the same measurement tool yield stable and consistent results
when repeated over time Validity refers to the extent we are measuring what we hope to
measure (and what we think we are measuring) To apply these concepts to social research
we want to use measurement tools that are both reliable and valid We want questions that
yield consistent responses when asked multiple times - this is reliability Similarly we want
questions that get accurate responses from respondents - this is validity (Smith Albaum
2005)
16 Designing Questionnaires
After determining established set of scale measurements it is the time to format them into
an instrument for collecting raw data from respondents The purpose of designing reliable
questionnaire is to collect high quality primary data which can be easily transformed into the
information for the manager The main principle in developing questionnaire is its logic
objective and consistent approach rather than creative way of questions development
Everyone understands that words go into questions and that questions go into questionnaires
but not everyone understands that writing questions does not give you a questionnaire (Hair
Bush Ortinau 2006)
During the procedure of formulating and asking questions response nonresponse errors
occur Nonresponse errors can occur due to the length of questionnaire or questions their
complexity or inclusion of personal questions To avoid such type of error it is necessary to
use innovative way of questions formulation by keeping them concise and in the same time
sufficient enough The next step is to shuffle up the formats of questions to keep interest of
respondent to answer Keeping respondent well informed about directions of each part of
questionnaire is also important Researcher should put emphasis on style and format of
questionnaire (font color of paper graphic attributes etc) The final aspect is numbering the
questions to help keep track for both researcher and respondent
15
Response error rise when the actual value of variable contradicts with one in the report
This error can rise from both sides researcher or respondent Respondent is considered as a
person who provides information through communication (interviews questionnaire) or
observation (researcher observe behavior of respondent) Response error though can occur
during one or both of those processes To verify reasons of errors researcher should analyze
steps in delivering information The first one is information formulation and the second is
information transfer Inaccuracy happens during formulation step and ambiguity during
information transfer to respondent (Smith Albaum 2005)
17 Inaccuracy
Inaccuracy as a cause of questionnaire design means that false report is obtained from the
attitudes preferences beliefs feelings of respondent Questions and scales must be used that
enable to get the whole picture of respondent perception on the matter rather than to get a
fragment of his perception Accuracy itself refers to the degree to which the data provide the
researcher with a description of the true state of affairs From this point ―questionnaire design
precision rise up which is the extent to which a questionnaire design can reproduce similar
results over repeated usages (Hair Bush Ortinau 2006)
There are two types of inaccuracies predictive and concurrent Former one is caused by
inaccurate intentions of researcher during problem formulation Concurrent inaccuracy
happens when respondent intentionally provides inaccurate information
Inability to respond and unwillingness to respond are the most common concurrent
inaccuracies Inability to respond happens when question is posed the way it is hard to answer
without certain actions of respondent (check look up some features of product in question)
These problems might occur if respondent does not remember product features questionnaire
is unrealistic badly designed or directed to improper person Also if construction of questions
is developed with misuse of words or general terms
―Unwillingness to respond deals with motivation of respondent Respondent will not
provide accurate or any information due to several costs One of them is time costs which
require respondent to spend time for questionnaire completion So if respondent is busy or
questionnaire is too long she would answer the questions as quick as she can without paying
attention to accuracy For this reason questionnaire section will contain this phrase ―Do you
16
have time now to answer questions or would you rather set a time when I could contact you
again
Second problem is perceived loss of prestige Some questions might influence prestige of
respondent and then he tends to answer in a way not to lose his prestige which leads to
inaccurate answer Examples of areas which involve prestige level is age income educational
level and job position The main key to solution of this problem is to ask for information
twice in different ways
Third area of questions that might bring to unwillingness to respond is invasion of privacy
If questions touch private information about respondent inaccuracy and nonresponse take
place Such area includes questions about family matters income and money attitude finance
respondent hygiene political views religion and etc In this case indirect questions can help
or in case of direct questions still have to placed they should be included in the end of
questionnaire (Smith Albaum 2005)
18 Ambiguity
Ambiguity is considered as errors in constructing written and oral words or behavior
Inaccuracy errors occur during the formulation of information whereas ambiguity errors
happen during transfer of information through communication or observation Unambiguous
situation is the one where researcher asks question and respondent answer based on the same
meaning of words In this case two phase process takes place When question interpreted by
respondent has the same meaning as it is in interpretation of researcher And answer by
respondent is understood the same way as by researcher (Smith Albaum 2005)
―The language of the questionnaire should approximate the level of understanding of the
respondents The choice of words will depend on their educational level the usage of terms
and idioms in the culture and the frames of reference of the respondents If some questions
are either not understood or are interpreted differently by the respondent the researcher will
obtain the wrong answers to the questions and responses will thus be biased Hence the
questions asked the language used and the wording should be appropriate to tap respondents`
attitudes perceptions and feelings (Sekaran Bougie 2009)
Also implicature is an issue related to ambiguity when researcher is using elliptical
sentences (starting with ―Why ―What ―How) and respondent fill in the missing content
17
by herself In standardized interviews respondent should interpret questions as he can which
leads to miscommunication and wrong results So conversational interviewing is when
researcher is trying to explain the meaning of question and not influence the answer (Smith
Albaum 2005) Interview refers to qualitative method to obtain data this study has
quantitative research so it becomes crucial to construct clear and concise questions For this
purpose there will be pretest of questionnaire research by giving out it to my friends and get
feedback Another way to track understanding level of respondent is to set sub questions in
questions which contain highest probability to mislead respondent By simply asking the level
of question comprehension (good or fair) researcher can identify the level of ambiguity in
answers and track those answers which are answered with ―good level of understanding
Question form and question wording has certain relationship to ambiguity
There are four questionanswer types
1 Free answer (open-ended text)
2 Dichotomous and multiple choice answers (select k of n)
3 Rank order answers
4 Constant sum answers
1 Free answer questions imply that respondent will give full answer to the question in his
own words This type of questions require respondent to have ability to express completely
and concisely That is why free answers have great extent of ambiguity during interpretation
process
2 Dichotomous and multiple choice answers are the most common in questionnaires
development General form for both of these answer types is selection of ―k optional answers
out of ―n available ―Select exactly 1 of n Answers is one of such type of answers This is
simple form where k=1 and n is up to researcher desire In dichotomous question options (n
values) range into two extremes (―Yes ―No ―In favor ―Not in favor ―BuyDo not buy
etc) Multiple choice answers are just an extension of dichotomous questions Multiple choice
questions may require selection of several ―k out of ―n possible answers or selection
unlimited amount of ―k answers out of given ―n options
3 Rank order answers allow to put gradation to answer options This type of answers
characterizes data on the most prevailing option and the one which has the least importance to
18
respondent Typical questions can include determining ranking of preferences first to last
most current to least current and etc The most common bias here is that first optional answer
in the question has more chances to be selected Also tied rankings may cause another
problem of data weakening When it is allowed to rank several answer options into one
ranking level it is impossible to determine results out of this answer For the efficiency
purposes maximum of answer options given in rank order questions vary from five to seven
If it is more than seven it is hard for respondent to identify clearly the right ranking order
4 Constant sum question is the form of ranking using allocation of one hundred percent to
the options containing reasons for the statement asked It can be options for the reasons of
company product purchase (Smith Albaum 2005)
Also to create a good questionnaire researcher should include ―positively and negatively
worded questions Instead of developing all questions positively it is better to mix them with
negatively worded questions to reduce the probability of mechanical filling the questionnaire
by respondent ―A respondent who is not particularly interested in completing the
questionnaire is more likely to stay involved and remain alert while answering the questions
when positively and negatively worded questions are interspersed in it For instance if the
respondent has circled 5 for a positively worded question such as ―I feel I have been able to
accomplish a number of different things in my job he cannot circle number 5 again to the
negatively worded question ―I do not feel I am very effective in my job hellip The use of
double negatives and excessive use of the words ―not and ―onl should be avoided in
negatively worded questions because they tend to confuse respondents (Sekaran Bougie
2009)
19 Hints to improve quality of questionnaire
A Neutrality and don`t know or no opinion
It is an option given to respondent to remain neutral to the question provided Once third
option is included researcher does not force respondent to answer and it makes questionnaire
more polite to respondent Based on the nature of the question researcher may include such
options like ―don`t know ―no opinion or ―not applicable ―Don`t know might be
attributed to question dealing with some facts whereas ―no opinion can be attributed to a
19
certain attitude of respondent If such type of option will be included it is important to
increase sample size because of increased probability for respondent to choose neutral answer
B Dichotomous questions
It is the easiest type of questions for respondents It is considered as a question with
average probability for being ambiguous But it has the lowest probability of being ambiguous
among free-answer questions and multiple-choice questions
C Multiple choice questions
The researcher has two options if she wants more detailed information in a certain
question It is to create multiple choice question or free-answer question Usually multiple
choice questions are more complex and longer than the other two (dichotomous and free-
answer) Ambiguity in such type of questions derives from inability to formulate mutually
exclusive alternatives Another reason for ambiguity is limitation of the chosen answer
Respondent should select only one option which most widely answers the question For this
reason researcher may offer to select as many options as respondent wishes There is a table
below which shows relative probability of ambiguity related to form of question
Table 1 ―Form of Question and Relative Probability of Ambiguity (Smith Albaum 2005)
D Question wording
Selection of right words plays important role in questions development So in wording
choose researcher should be extremely careful Ambiguity in wording has several sources
Question length
Respondent unfamiliarity with some words
Relative Probability of Ambiguity
Form of Question Question Answer
Free-answer Lowest Highest
Dichotomous Average Lowest
Multiple-choice Highest Average
20
Ambiguity of context
Two questions included in one sentence
Too broad questions
If questions are too long this will confuse respondent and affect data accuracy For this
reason researcher should keep questions concise and clear If some words in question are
unfamiliar to the respondent this will also lead to confusion and inability to provide right
information So in case of scientific wording in questionnaire and non-homogeneous
backgrounds of respondents low level of vocabulary should be used Also researcher should
verify whether questions imply only one matter in order not to mislead respondent Questions
that lack specificity should also be avoided Those questions are developed with general
words like ―how often for example
In general researcher must provide alternative question wording pretesting and
verification by observation In alternative question wording first have of sample group may
get options in one order and the second one in reverse order Once questionnaire is ready
pretesting is another good way to decrease ambiguity Only one concern here is to choose
relatively the same group of respondents as it will be in the real research By close
communication with respondent in pretesting step researcher can determine some troubles
misunderstandings arose during this step And last advice is verification by observation
Researcher can (where it is possible) verify answers of respondents by observing their actions
related to questions answered It is not the easy activity so only those questions will be
verified where it is possible to do so (Oppenheim 1992)
110 Sampling procedures in Marketing Research
―Sampling is a selection of small number elements from a larger defined target group of
elements and expecting that the information gathered from the small group will allow
judgments to be made about the larger group The main idea of sampling is that a decision is
based on the assumption that the smaller portion or sample is representative of the larger
population (Hair Bush Ortinau 2006)
There should be a strict order in defining sample for research
21
Chart 1 ―Defining Sample
Sampling procedure starts with defining of population Population is amount of units
(individuals legal entities households) which has one or more similar feature among each
other In order to specify population researcher should answer such questions as what kind of
units (elements of analysis) to be included where they reside or their origin and when
(dimension of units in terms of timeframe) Population should be defined as precisely as
possible At the moment of finalizing population definition investigator decides whether it is
necessary to investigate the whole amount of population (census) or a part of it (sample) The
choice depends on the size of population If the size of population is small census can be an
optimal option otherwise should be created sample
Sample design includes type of sample sampling unit and sample frame Majority of
samples are selected by choice of investigator as non-probabilistic method Where
investigator selects elements of sample in terms of convenience availability and own
judgment Researcher uses table or any other random selective device for the probable
method (Smith Albaum 2005)
Define population
Sample design
Sample size
Estimate costs of sampling
Census vs Sample
Execute sampling process
22
―Sampling unit is the basis of the actual sampling procedure It is that segment of the
population actually chosen by the sampling process The sampling unit may contain one or
more population elements That is these units may be individual elements or aggregates of
individual elements (Smith Albaum 2005)
Sample frame is considered as a list of elements of the population For instance it can be
list of characteristics of elements which are expected to pass the interview or fill out
questionnaire In a perfect case sample frame should determine each population element once
and should not include those elements which are not in the population criteria There several
options below of inaccurate sample framing process
Chart 2 ―Sample Framing Processes
A Incomplete
Sampling frame
B Too Comprehensive
C Combination
Sampling frame Population
Sampling frame Population
Population
23
There is also set of questions to ask during generation of sampling list
Does the list contain everyone in the survey population
Does the list include names of people who are not in the study population
How is the list maintained and updated
Are the same sample units included on the list more than once
Does the list contain other information that can be used to improve the survey
(Dillman 2000)
There are four traditional approaches for the determining sample size
1 Arbitrarily or judgmentally determined
2 Minimum cell size in analysis
3 Based on budget
There are two types of costs in sampling process fixed and variable Fixed costs are those
which are determined and constant Variable costs depend on the volume of study being
conducted The dashed line in the upper graph shows interrelation between costs and sample
design If costs are too high researcher reconsiders sample design or sample size
The last step is actual choice of sample There are two main criteria for this process
sample must be adequate and representative For the sample being representative means that it
reflects overall characteristics of the whole population Adequacy is sought in sufficient
amount of elements selected to provide stable results Also there are two types of sampling
designs probability and non-probability samples Non-probability sampling differs from
probability sampling on the basis that in non-probability sampling the sample elements do
not have a known nonzero chance of being selected for the sample In probability sampling
each element has a known and equal probability of selection This study incorporates
probability design because there are no any predisposed respondents (Smith Albaum 2005)
111 Editing Coding and Descriptive Analysis
―Completed questionnaires or other measurement instruments must be edited coded
entered into a data set for processing by computer and carefully analyzed before their
complete meanings and implications can be understood (Smith Albaum 2005)
24
The main reason for this process is converting data obtained into information which will
provide inferences and answers to research question A certain sequence is needed to perform
successful data analysis In short there should be definition of response categories at first
then editing and coding and at last tabulation All these three steps will be implemented in the
practical part
112 Research Errors
In any research errors will occur so management of errors must apply Errors can arise in
any stage of marketing process from problem formulation to report development It is a goal
of investigator to minimize those errors The value of total error is comprised of sampling
error plus non-sampling error Sampling error (usually called as random sampling error) is the
difference between planned sample and the list of interviewees it is formed Non-sampling
errors are those which are not related to the sample itself Usually non-sampling errors related
to sort of bias as the difference between the true value of that which is being measured and the
average value derived from a number of independent measurements of it There are eight
major types of errors
Population specification ndash difference between required population and population
chosen When researcher chooses inappropriate population for the data collection
Sampling difference between required sample and the one that has been selected
When sample does not represent the population selected by using probability sampling
method
Selection error usually occurs when researcher pick up respondents whom she knows
who is more pleasant in general who is easily reached This tendency deviates real
population selected
Frame error Sample frame is a set of representatives of population who relate to
required sample The frame error occurs when elements which are not in the sample
group are investigated
Nonresponse error occurs when all members of the sample cannot be reached or they
refuse to respond
Surrogate information error occurs when investigator is unable to obtain responses and
replace it with proxy answers leading to surrogate information
25
Measurement error occurs in several stages of research transmittal response analysis
In general researcher represents information that he wants rather the real one
Experimental error When investigator is measuring the influence of independent
variables on dependent one while controlling extraneous variables (Smith Albaum
2005)
2 PRACTICAL PART
21 Marketing Research Process Applied
For this study it has been identified that the problem of current situation in MU is its
inability to attract more international students
Problem Formulation Prospective students do not choose MU for degree obtainment
Research goal To identify ways on how to increase studentslsquo inflow into MU by means of
detecting general preferences of MU customers (prospective students and current students)
Research questions
Based on the study of 7P approach made by Jonathan Ivy one research question arises
1 On what element of marketing mix students relied more when choosing MU ―People
―Physical evidence or ―Processes
From another study made by Hsuan-Fu Ho and Chia-Chi Hung second research question
arises
2 Does the possibility of domestic market employability after graduation plays the key role
for choosing MU
26
Method of Inquiry
As been mentioned in the theoretical part the first step in method of inquiry is observation
and description of a phenomenon or a group of related phenomena This step is known for its
qualitative methods of applicability
Have been studying for almost two years in MU and communicating with dozens of
international students I found several aspects to consider for MU attractiveness improvement
Students who stay longer than a semester differ from those who came just for one semester
under Erasmus exchange program This research deals with the first category of students and
for them it is important to have more frequent university-student correspondence Keeping the
fact that education process in Masaryk university different and complicated in terms of
Information Technology (student information system is very confusing with no English
version of some pages) there should be prepared an orientation seminars on how to effectively
use all university premises and surrounding city facilities It can be easily done with the help
of International Students Club which has excellent image among such clubs in Europe There
is orientation week for students but from the students point of view is more prepared to make
things done (like ISIC card issue register to information system) rather than providing
students with tools on how to achieve what they need to This can easily be done by
information system additional applications of city university map student forums and
discussion groups The information system should be done in more client friendly way with
good English translation of the web pages
This work would not include any hypothesis because of the chosen research design ndash
explorative
Research Methodology
In this will be applied nonexperimental method because of objectivity purposes There is
high risk of mislead and misinterpretation to the respondent which will affect the survey
results
Question number 1 2 3 in the survey (can be found in appendix of this work) was
included for the reason to find additional information from prospective students who intend to
continue their study Question number 11 gives idea on the effective media channel that
students got information from Question number 12 and 13 will help to summarize general
student opinion on MU and find some deviations from the rest of the questions
27
Below are the questions in the survey which relate to research question number 1 ―On what
element of marketing mix students relied more when choosing MU ―People ―Physical
evidence or ―Processes
Question number 4 6 7 was adopted from literature source (Jonathan Ivy 2008) of
theoretical part This question identifies the level of ―Processes element of marketing mix
Question number 5 based on the same literature source was adopted to verify another element
of marketing mix ndash ―People Question 8 uncovers the level of third element ―Physical
evidence Question number 10 encompasses all three elements to double check the main
criteria that students choose or consider MU to study
Below are questions in the survey which relate to research question number 2 ―Does the
possibility of domestic market employability after graduation plays the key role for choosing
MU
Questions number 14 and 15 will help to identify the level of studentslsquo motivation to enter
MU for the reason of higher chance of employability after graduation These questions were
adopted from literature source provided by Hsuan-Fu Ho and Chia-Chi Hung
Question number 9 relates to both research questions because it covers the scale of
significant factors that might affect student to choose MU
Research Design
The study entitled ―Quantitative Marketing Research attempts to accumulate the sequence
of procedures to conduct successful marketing research It has been chosen to use quantitative
research for the reason that study aims to find out the answer of a research questions through
numerical evidence This method enables researcher to gather existing information and data
regarding interrelationship between low rate of students registration to MU The study will
help to answer on two research questions posed in this work
Selection of data collection techniques
The study incorporates two techniques of data collection secondary and primary
collection Secondary information reveals current situation of HE marketing worldwide and
primary information helps to find the match up for solution of MU problem and secondary
information findings
28
Sample design
Researcher uses probability sample design with quantity of respondents equal to 26
Data collection
For study purposes data will be collected by giving out questionnaires to current and
prospective students who study or intend to study in English in MU Hard copy questionnaires
will be collected after respondents finish answering them Total collected questionnaires
amount to 26
Research errors
Population Specification error is mastered by questioning potential respondent whether
shehe studies in English Sampling difference researcher will overcome by keeping the
highest level of variety of respondents (by country of origin) Selection error is out of the
matter because researcher is not introduced to the majority of students studying in English
Nonresponse error may occur for the further purposes of the research respondents would be
asked the reasons for rejecting to fill out questionnaire The same procedure is for the
surrogate information ndash if researcher will not be able to get answers from respondents they
will be asked about the reason of rejection
22 Analysis and interpretation of data
Secondary and Primary data is analyzed and interpreted in section 23 and 24 below
23 Secondary data
Marketing communication of universities
As has been mentioned previously in this work the best option to collect relevant primary
data is to rely first on secondary information and then delve down in certain aspects by
collecting primary information In this item it will be explained what has been done in
marketing communication of universities around the world This part will also cover the
question of what communication strategies and tools the international universities use to
attract their students
29
From the first finding to start universities all over the world practicing advertising
campaigns with such words as ―Internationally renowned Award winning Prestigious
Proud history Career oriented etc But not all the time these sparkling words are real truth
―Does it actually matter whether a university has ―tradition if its current practice is poor
Does it matter if a university is ―internationally renowned if the particular course that is
being considered is known to be badly operated by local standards Does it really matter if a
university has ―a proud history if the present isnlsquot very good (Dr DJ Toncich2008)
Australian professor Dr DJ Toncich in 2008 published a book ―Study and Learning in
the Australian University System where he clearly stated various forms of
Marketing in universities of Australia ―The most common example of universities selling the
sizzle rather than the sausage appears in areas such as science engineering and architecture
where potential students are bombarded with glamorous images of spacecraft sky-scraper
buildings nuclear reactors and so on There are different ways how universities attract their
students There is a table provided by Dr DJ Toncich which explains the ways on how to
promote different parts of university image
Table 2 ―Ways on how to promote elements of university image
30
A ―Tool is a part of company (university in this case) image which should be promoted
And ―Vehicle is the way part of the image can be promoted ―Some key points to note are
that the mass media outlets (newspaper television and radio) having the broadest audience
are generally reserved for ―big picture marketing including the universitylsquos brand and
confidencereinforcement strategies Self-evidently promoting to the broadest audience is the
most costly way of getting a message out so the message needs to be simple and clear The
more specialized the audience however the more detailed the information ndash for example
university course guides and handbooks have the most specific audience and subsequently
the highest level of information density In these vehicles there is generally less content
related to the big picture issues of confidence and brand (Dr DJ Toncich 2008)
Nguyen amp Le Blanc (2001) focused on the image and reputation of the institution and
referred to the crucial role these factors played in the development of market positioning ndash
they drew on the well established concepts and theories in business sector marketing for their
study Bonsardi amp Ekwulugo (2003) who claimed that ―a centrally important principle of
marketing is that all marketing activities should be geared towards the customer also relied
on the literature used in business sector marketing and applied it to the context of higher
education
Branding is important for university to stand out in the market In ―ConnectEd
Symposium for the marketing of Higher Education (Chicago November 2011) Rich Lyons
(Dean Haas School of Business University of California Berkley) argued that
―What passes for branding in higher education is often nothing more than a catchy slogan
and logo Branding projects in universities sometimes evoke hostility indifference or bothmdash
or raise the question of why a good school would need to be so concerned about its image that
it would resort to ―corporate measures But when branding reaches deep to magnify a
schoollsquos differentiation and its core essence the result can be a powerful boost on multiple
dimensionsmdashstudent recruitment alumni interest fund raising media interest and so on And
it can resonate with key audiences emotionally to align what the school does with their
passion to change the world Dean Rich Lyons has led the Haas School of Business at UC
Berkeley in branding the school based on codifying its distinctive culture driving that culture
through its business processes and reforming its curriculum to produce a particular type of
leadermdasha path-bending leader The process is lengthy difficult and risks are high Learn why
the rewards of an authentic brand are worth the effort
31
According to this speech strong brand is coming from the culture of interaction among
students and all university staff Mainly students and professors should clearly understand
what matters mostly attracted them in chosen university (values believes attitudes etc should
match up with student`s)
Another aspect for university marketing start up procedure is reposition communications
as a strategic function in a more proactive attitude This matter has been covered by Dr Mark
Putnam President Central College IA in his article ―Do you drive the agenda or go along for
the ride In this article author ―sought to change the view of the marketing and
communications team from customer service providers to strategists He set a good example
with presidential blog using it to elevate the level of discourse at Central Putnam has a track
record for this kind of change management As senior vice president at Northeastern
University (Boston) he worked with the communications team to educate the university about
the strategic role of marketing and branding He comes by this perspective naturally (Dr
Mark Putnam 2011)
To improve university technical tools in attracting students mobile marketing is a great
way ―Mobile marketing brings challenges and opportunities to higher education when scarce
resources limit the ability to add new technologies and techniques to communication plans
We examine the mobile marketing landscape in search of whats most relevant to higher
education today with special attention to student recruitment and brand strength Areas
covered include site design for best task completion writing right for mobile sites monitoring
web analytics and integrating with traditional and social media websites (Bob Johnson
2011)
Another technical tool is digital video clips ―Video in its many forms is becoming a
major factor in our collective lives (80 million hours of video loaded to YouTube every
minute for example) As digital storytelling it is also being used in a variety of ways to build
brand equity with internal and external audiences Outcomes will be a better awareness of the
current trends in using video as a brand building tool and a field guide for teaching others
within the organization to make powerful digital stories Im currently using the workshop at
the UW to train students who will study abroad to make and distribute good quality video
about their experiences (Harry Hayward 2011) In case of brand building using video
assistance viral marketing campaign might work And the last idea which will increase
university profit is web site analytics ―The website is not only a conduit for most of your
marketing efforts todaymdashitlsquos also an incredible tool for measurement and marketing analysis
32
With web analytics you can better quantify the impact of your marketing campaigns improve
the effectiveness of your website segment visitors for micro-marketing efforts and generate
valuable marketing intelligence (Bruce Snyder 2011)
Marketing is the process of customer identification (needs views preferences financial
possibility to buy certain product) This task will be done through primary information
analysis Another task in marketing is development of ―analytics-driven approach to help to
reach a targeted student through search engines mobile smartphones text messaging email
newsletters and social media (Higher Education Marketing Company) This company has a
straight and logic view on marketing process in university which provides a wide scope of
services Google Analytics Search Engine Optimization Pay Per Click Marketing Social
Media Marketing Google Maps amp Local Search Web Design amp Development Mobile
Marketing Short Message Service (SMS) Another very effective tool is SEO (search engine
optimization) which allows embedding into the company website option for the most
important (most likely needed) words phrases while creating company web pages This set of
words with high possibility that potential customer will dial up will give opportunity for the
company website to pop up in the top list of the search engine (Google chrome yahoo etc)
Under research problem ndash low enrollment of students the researcher should look for the
findings of other studies relevant to this study problem The questions to start with are ―What
factors in university marketing practices are missing to achieve constant enrollment growth
―Is there any interrelationship of those factors and university attractiveness growth
One of the studies has been conducted among students registered state subsidized
universities in South Africa The purpose of this paper was to present a new marketing mix
based on MBA studentslsquo attitudes and opinions towards the marketing initiatives of business
schools in South Africa The findings of this study revealed showed seven quite distinct
underlying factors in the marketing activities of these business schools some covering the
same elements of the traditional marketing mix people promotion and price There were
however four different elements programme prominence prospectus and premiums ―The
marketing mix is a set of controllable marketing tools that an institution uses to produce the
response it wants from its various target markets It consists of everything that the university
can do to influence the demand for the services that its offers Tangible products have
traditionally used a 4Ps model the services sector on the other hand uses a 7P approach in
order to satisfy the needs of the service providerlsquos customers product price place
promotion people physical facilities and processes The product is what is being sold It is
33
more than a simple set of tangible features it is a complex bundle of benefits that satisfy
customer needs The price element of the services marketing mix is dominated by what is
being charged for the degree or tuition fees that are required to enroll at the university Place
is the distribution method that the university adopts to provide the tuition to its market in a
manner that meets if not exceeds student expectations Promotion encompasses all the tools
that universities can use to provide the market with information on its offerings advertising
publicity public relations and sales promotional efforts (Jonathan Ivy 2008) This traditional
model encompasses tools which deal with tangible products In case of university it provides
intangible product which needs more tools for promotion Fifth tool is people who are
considered as a staff in university (academic administrative and support staff) To have a
prominent image university should have teaching staff reputations PhD holders Professorial
title holders Also administrative staff can also play an important role to attain prospective
students by simply providing professional phone call inquiry
The newest addition to the marketing mix is physical evidence and processes Physical
evidence is attributed to internal and external appearance of the entity (from teaching
materials to facade of the building and lecture rooms) ―Processes are all the administrative
and bureaucratic functions of the university from the handling of enquiries to registration
from course evaluation to examinations from result dissemination to graduation to name but
a few During the period that the student is registered processes need to be set in motion to
ensure that the student registers for the correct courses has marks or grades correctly
calculated and entered against the studentlsquos name and is ultimately awarded the correct
qualification While this might seem quite straight forward there are numerous other
processes that need to be implemented concurrently (with the finance system
accommodation time tabling and the library) to ensure the highest level of student
satisfaction The findings of this research suggest that the traditional 4- 5- and indeed 7P
marketing services marketing mix may not be the best way to approach the marketing of
MBA programs in South Africa Using principal components factor analysis on 25 commonly
used marketing tools indicates that four new distinctive and independent elements exist along
with three elements from the traditional marketing mix (Jonathan Ivy 2008) The most
important element from the marketing mix was ―program element (the range of electives in
the degree choice of majors) The second was ―prominence of the degree (academic staff
reputations position on league tables or MBA reviews in the popular press) The traditional
promotions element of the marketing mix was split into two areas standard mass media
34
advertising and hard copy promotional materials such as the university prospectus and direct
mail posted to prospective students called ―prospectus in the MBA marketing mix The
price element is dominated by flexible payment of tuition fees which means that students are
price sensitive and looking for payment flexibility The people element has had a small
modification with face-to-face teaching being included along with personal contact with
graduates and open day attendance The final element of the new marketing mix is called
premiums This is a diverse element of the mix which included accommodation the number
of modules in the degree student exchange programmes university computer facilities and
class sizes While this element was considered the least important of the marketing tools not
offering some of these items could seriously damage the recruitment prospects of a business
school Indeed some items would be considered a standard offering of a university and
expected by a student without further consideration or evaluation (Jonathan Ivy 2008)
So from this study researcher may answer on the posed questions before There is indeed
some other factors out of the standard marketing mix which in this case (higher education
marketing) play a key role In order to finally apply those factors into the practical
implementation researcher should check whether all of those factors remain important for
MU For this purpose primary data should be collected by creating questionnaire which
includes new marketing mix tools
Another study conducted in the realm of marketing communications in Taiwan includes
other findings The purpose of this study was to examine how a graduate institute at National
Chiayi University (NCYU) by using a model that integrates analytic hierarchy process
cluster analysis and correspondence analysis can develop effective marketing strategies
This research revealed that even though universities and colleges in Taiwan have
increasingly realized the importance of having sound marketing strategies to stay competitive
they have concentrated their marketing strategies on promotion ndash advertising tuition
reduction scholarships etc This trend has often obscured the fact that marketing should be
based on customer needs with better efforts made to fulfill these needs Although market
segmentation and positioning enable marketers and institutional planners in higher education
to understand customer needs and to visualize institutional advantages in relation to their
competitorslsquo positions these are relatively new endeavors in educational marketing in
Taiwan
The results display that the five most important factors for studentslsquo school selection
were employability curriculum academic reputation faculty and research environment
35
Students perceived NCYU to be strongly associated with lower tuition fewer entrance-exam
subjects lower entrance-exam pass rates and easier graduation requirements (Hsuan-Fu Ho
Chia-Chi Hung 2008)
In order to verify whether such criteria are also indisputable preconditions for choosing
MU as a potential tertiary institution they should be included into the study questionnaire
As we can see that in secondary information there are many ways on how to improve
university standing and how to reach a customer But this information does not give us the
picture of Masaryk University customer why she chose MU what were the preferences to
choose it where she first time got to know about it and etc That is why for this part ndash to get
the picture of MU customer from primary data collection and then apply appropriate tools that
have been mentioned before would be a good combination for a successful marketing
campaign
24 Primary data
For the purpose of this study ndash increase MU attractiveness primary data has been
collected Researcher developed questionnaire which consists of 15 questions and randomly
gave out to international students The main goal of this questionnaire is to answer two
research questions set by researcher
1 On what element of marketing mix students relied more when choosing MU ―People
―Physical evidence or ―Processes
2 Does the possibility of domestic market employability after graduation plays the key role
for choosing MU
These two research questions will help to get a clue on how specifically to improve
attractiveness of MU
Data is analyzed by using excel Microsoft office application with support of various graphs
and tables It has been calculated that majority of respondents are current students in MU
which gives more in depth data describing university attractiveness
36
Graph 1 ―Identification of students` status
It is 62 of respondents stated that they are currently study in MU This will bring more in
depth data from the survey
Specializations have wider split up with two major elements Informatics and Medicine
amount to 32 and 27 accordingly Unfortunately there are no any students from sport
faculty As it has been mentioned respondents were chosen randomly so it can be obvious
that there is big amount of students studying or intend to study medicine and informatics
Graph 2 ―Identification variability of specializations
37
Country of origin table shows that students from Slovakia have majority Probably
because of country and national closeness to Czech Republic The second biggest majority is
students from United Kindom after them students from Russia and Hungary
Graph 3 ―Country of origin split up
Question number 4 relates to first research question (On what element of marketing mix
students relied more when choosing MU ―People ―Physical evidence or ―Processes)
which specifies the level of ―Process element in MU In general the level of handling phone
callemail is acceptable with 14 respondents answered as completely sufficient or completely
sufficient with additional information This shows that majority of students are satisfied with
first impression of contacting MU
38
Chart 3 ―Level of handling callemail inquiry
Question number 5 explains another element in first research question which is ―People It
is evident that for majority of students academic experience is the most important to know
about professors professionalism But it is also a big quantity of those who did not analyze
any information Five students responded that work experience in business sphere is a key
criteria to choose MU
Chart 4 ―Criteria for identifying professionalism of university teaching staff
The ―Process element is evaluated in question number six which explains the level of
administrative and bureaucratic functions in MU on the matter of convenience and usage
Number of courses
teachers offer
Quantity of
publication of
teachers
Work experience
in business sphere Academic
Experience Professional
title in
business
I didn`t analyze
any information
about academic
staff in MU
39
Chart 5 ―Convenience
On the chart it is shown that students rate these functions as convenient with only several
students who perceive it as rather inconvenient On the ―Usage chart it has also positive
trend representing that MU administrative and bureaucratic process is highly useful
Chart 6 ―Usage
Question number seven explains third element ―Physical evidence In graph below it is
obvious that majority of students do not check this element while choosing MU
40
Graph 4 ―Identification of processes element
69 replied negatively and 31 positively which means that this factor does not play a
key role in selecting university Majority of students rate MU facilities as comfortable It is
shown in the table below that eleven students rate facilities as good
Chart 7 ―Identification of physical evidence element
Question number nine encompasses several criteria which were taken from two elements of
marketing mix ―People and ―Physical evidence and some were not from this marketing
mix like ―ability to get employment in home country ―worldwide acceptable diploma
These two factors were taken from the second research question ―Does the possibility of
41
domestic market employability after graduation plays the key role for choosing MU Results
showed that students highly value ―ability to get employment in home country (16
respondents gave highest score) Also highly rated MU diploma as worldwide acceptable (15
respondents gave the highest score) Also for respondents it is important (with lower grading
score ndash ―4) ―Strong academic staff and ―Excellent laboratory facilities
Chart 8 ―MU criteria
Question number 10 includes set of common services that university provides to students
This question helps to understand what services MU provides sufficiently to students Results
showed that sufficient services that MU provides are almost all which have been mentioned in
the options list Only ―Small class sizes do not meet big majority expectations
a Ability to get
employment in home
country
b Strong
academic staff
d Library
facilities
c Excellent
laboratory
facilities
e Worldwide
acceptable diploma
42
Chart 9 ―MU services
Interesting results gave to the researcher questions number 11 which shows that mostly
students got to know about MU from internet search engines and from relativeslsquo advice
Graph 5 ―Media channel of MU
Question number 12 and 13 give overall satisfaction level with MU Question number 12
has been adopted from theoretical part which asks whether student is ready to enter university
again if heshe would have the same opportunity Question number 13 is double-checking this
statement Results are showing that majority of respondents would enter MU again and they
are satisfied with overall MU educational service
Reasonable
accommodation
Exchange
programs
Number of
modules
Small class
sizes
Internship
possibility
Research
environment Faculty
43
Graph 6 ―Choosing MU
Graph 7 ―General satisfaction of MU
Although researcher might observe big quantity of students who are relactant to answer
Graph derived from question 12 shows that half of respondents do not have such a strong
feeling to reenter MU The same situation is in general satisfaction of MU where 38
remained neutral
The last two questions deal with second research question And here results are varied
Graph 8 derived from question 14 depicts that MU degree is not that helpful for getting the
job back in home country Only 23 answered that degree surely will help to get a high paid
44
position 38 replied as ―probably yes 35 answered as ―not sure and 4 answered
―probably not So around 61 of respondents feel positive about successful employment
back home the rest are not that confident
Graph 8 ―Employability element
Graph 9 ―Employability element second question
If respondents replied positively on 14th
question then they were asked to state the reason
for this As it can be seen above high standard European education is playing a key role for
successful employment Also the rest of options have high scores too
45
RESEARCH REPORT
In the purpose of survey it was essential to understand which of three elements in
marketing mix (―People ―Processes and ―Physical evidence) students rely more and
therefore less while choosing MU According to study made in South Africa by Jonathan Ivy
there are seven elements in marketing mix which all equally important for improving
company attractiveness in service business Researcher of this study picked three out of
seven because they more closely respond to actual service oriented company The rest four
elements (product price promotion place) were existing before as traditional marketing mix
for all types of businesses So the element ―Processes uncovers with questions number 4 and
6 From the graphs it is obvious that students are satisfied with this marketing mix This gives
university strong point in attracting students Call email handling Information system
functionality and other bureaucratic functions work sufficiently well 22 students rated
callemail handling as positive Usage and convenience of different MU functional processes
are also positively appreciated with 13 students for convenience and 15 for usefulness From
this data it can be clearly stated that students do rely on effective functions of MU
Element ―People is identified in questions 5 9 and 10 Question 5 gives information that
students do not mainly rely on ―People element while choosing MU 9 students did not
analyze any information about professionalism of university teaching staff Meanwhile the
main factor on what students pay attention is academic experience of teachers But answers
for the questions 9 and 10 gives a tendency that students do rate criteria ―Professionalism of
teachers high but actually they give lower score for this actual criteria in question number
10 In question number 5 students chose different aspects of professionalism of teachers as a
criteria to enter MU Total score for professionalism aspects is 4+4+5+10+4=27 Also in
question number 9 criteria ―strong academic staff accumulates 17 points (it is taken only 4
and 5 levels of importance) But in question number 10 only students give only ten points for
―faculty as a sufficient service provided by MU It can be assumed that students had higher
expectation before entering into university that they have got
Element ―Physical evidence is seen as not important for respondents Graph for question
number 7 shows that 69 of students did not check elements of ―Physical evidence Also
majority of students rate university facilities as ―Good with opportunity to select ―Excellent
46
status (in question number 8) On the other hand students rate university accommodation and
research environment as high enough (question number 10) It can be concluded that during
the process of choosing university students do not rely heavily on ―Physical evidence But
they did get reasonable service in ―Physical evidence while studying in MU
Second research question states ―Does the possibility of domestic market employability
after graduation plays the key role for choosing MU After analysis of relevant graphs and
tables it became clear that this factor (possibility to get employed) is very important for
students So question number 9 gets the highest score (16) for criteria in choosing MU ndash
―ability to get employment in home country and also high score for ―worldwide acceptable
diploma Even though students rate possibility to get employed as the highest criteria to
enter MU 39 of students are not sure or don not think they will obtain high paid job back
home Here is the point to work for MU administration Students rely on high standard
European education and English language education as a key criterion for being confident in
getting well paid job (question number 15)
The data analysis process constitutes the following
1 MU has convenient and useful bureaucratic functions which are considered as a strong
point in delivering knowledge without obstacles It is difficult to identify the level of
―processes in organization but some points can be highlighted in promotion materials It can
be description of functionality of Information System or description of easy courses
registration
2 Element ―People has deviation in what is expected and what is delivered Students
have a bit higher expectations on the level of teaching staff experience and competence It is
recommended to do a deeper research on the reasons for this deviation But for now it can be
decided to arrange seminars or trainings for teacher to improve their marketing knowledge
and explain commercial tendency in market of high education
3 University ―Physical evidence is has strong rate of sufficiency The only problem that
students do not feel need to pay attention on this element Here MU administration should put
accent on Including pictures of libraries with free Wi-fi canteens computer labs which have
good and pleasant conditions
4 The most important criteria for students to choose MU is high possibility to get
employed at home But this perspective lacks consistency because there is significant amount
of students who remain uncertain in the future employability This gap can be solved by
successful decision making of three elements above ―People ―Processes and ―Physical
47
evidence But it is recommended to conduct further survey questioning the reasons of
students` uncertainty in future employability Maybe the reason is not related to some weak
points in marketing mix but the problem in home countries itself (political instability
nepotism etc)
To sum up the general situation in four factors mentioned above ―processes should be
promoted to international students as a smooth tool in obtaining degree ―people should go
through training on how to deliver lecture in contemporary commercial world of high
education market ―physical evidence should be mentioned in promotion of MU ―student
employability will be interrelated with ―people plus MU has to install closer relationship
with international companies (internships provision seminars with company representatives
professional lectures from leading companies etc)
Secondary information has also a great help in increasing university attractiveness
Viral marketing can be applied to MU because question number 11 shows that internet search
engine is a key tool how students found about MU There is a video of experience Brno life
among Erasmus Students which can be remade as a good promotion video of student life on
campus For Masaryk University very effective tool will be Google Analytics giving a wide
scope of techniques on how to track differentiate and analyze visitors ―Google Analytics is
the enterprise-class web analytics solution that gives rich insights into the website traffic and
marketing effectiveness Powerful flexible and easy-to-use features now give opportunity to
see and analyze your traffic data in an entirely new way With Google Analytics it is easier to
write better-targeted ads strengthen marketing initiatives and create higher converting
websites (Google Analytics website)
In general MU marketing politics should involve techniques mentioned by Jarvis J in his
book ―What Would Google Do Companies must learn that they are better off when they
cede control to their customers Give us control we will use it and you will win
Also it is important to read blogs There are search engines for blogs like Technorati
Icerocket Google Bloglines Pub-sub where MU marketing officials can search for MU
discussion groups or some topics
MU officials should constantly maintain ―conversation with current students It is a good
idea to start communication with those bloggers who care enough to talk about MU products
and service and brand The least MU officials can do is engage them and join the
conversation Even further step can be done Ask consumers what they think MU
48
administration should do MU will end up with better products and do a better job selling
them to more satisfied customers who can even help each other if MU officials let them
Next it will be effective to start university blog where students openly and forthrightly
share the problems and the solutions as they occur There is no reason why a university dean
should not open a direct conversation with the public That will do more to change the
culturemdashto finally make it customer-focused and mean itmdashthan a dozen consultants a
hundred off- sites or a million ad impressions
During of development process of some programs or anything in university it is better to
involve students in this process also
The last but not the least is links on the website of MU There are three links on the ESF
faculty One of them is ―Review of economic perspectives ―call for papers and Citi Bank
banner There should be more links to Headhunters conferences industry associations
current job opportunities etc This gives website alive image and helpful time spending
49
CONCLUSION
This study has been conducted in favor of future Masaryk University prosperity in the
current commercial world Researcher had a strong motivation to give helpful secondary and
primary information which will foster university educational process in the frames of
contemporary world
Of course any research comes up with further recommendations to analyze questionable
matters in results obtained Researcher believes that this work is just another step to constant
need of self-improvement
Researcher advices to put more accent on IT support to promote university image and
therefore increate its attractiveness (Harry Hayward 2011) mentioned that 80 million hours
of video loaded to YouTube every minute So there is high potential for promotion Viral
video of MU will hit several aspects of university improvement brand product suite
differentiation lifestyle according to Dr DJToncich Apart of that it is recommended to
build system of values believes and attitudes among students and university staff and
promote this in the future According to Dr Mark Putman it is essential nowadays to educate
university staff about strategic role of marketing and branding Website analytics would be
useful for measurement and marketing analysis Search optimization engine is another tool on
how to maintain university webpage in the top 10 results in Google chrome or other web
search engines On YouTube there is option to post advertisement of a company only in the
videos which are related to the sphere of products or services company offer So MU might
sign a contract of including its advertisement on videos which has key words as ―education
―high ―in English etc
According to primary data obtained it is obvious that several aspects in MU marketing
mix do not match high criteria among students Once one factor ―People would be solved
through trainings and constant updating knowledge of personnel another interrelated problem
will be offset ndash ―Employability But there is no any research done on interdependence of
these two factors so for further analysis of situation another research should be taken The
main purpose of this research would be identification of cause and effect linkages between
50
―People ―Employability and other factors which influence studentslsquo ability to get high paid
job back home And there are a lot of those factors starting from political situation in the
country to the level of corruption and nepotism
MU has potential to improve its educational process as we do the students because we are
the main customers for our university But one thing should not be forgotten and it is
companies which have strong notion about reality in one or another specialization That is
why my last advice for Masaryk University is to appeal as a liaison entity between students
and companies
51
REFERENCES
Barabba Vincent P Zaltman Gerald 1991 ―Hearing the Voice of the Market Competitive
Advantage Through Creative Use of Market Information Chapter 5
Conway Tony Stephen Mackay David Yorke (1994) Strategic Planning in Higher
Education Who Are the Customers International Journal of Educational Management
Vol 8 Iss 6 pp29 ndash 36
Cooper Donald R Schindler Pamela S 2003 ―Business research methods 8th ed
Dillman Don A 2000 ―Mail and Internet Surveys The Tailored Design Method 2nd
Edition New York
Dekeba Alemayehu 2003 ―Basic of Marketing Research Methods
URL httpwwwglobuszcomebooksMarketingResearchindexhtm
Hemsley-Brown JV and Oplatka I2006 Universities in a competitive global marketplace
a systematic review of the literature on higher education marketinglsquo International Journal
of Public Sector Management Vol 19 No 4 pp 316-338
Harry Hayward ―The power of digital storytelling 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Hair Joseph F - Bush Robert P - Ortinau David J ―Marketing research within a changing
information environment 3rd ed2006
Hsuan-Fu Ho Chia-Chi Hung Marketing mix formulation for higher education An
integrated analysis employing analytic hierarchy process cluster analysis and
correspondence analysis International Journal of Educational Management Vol 2 Iss
4 2008
Jarowski Ajay K Kohli and Arvind Sahay 2000 ―Market ndash Driven Versus Driving
Markets Journal of the Academy of Marketing Science 45-54
Johnson Bob ―Mobile marketing in higher education getting ready for 1012 and beyond
2011
URLhttpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Jarvis J ―What Would Google Do Adobe Acrobat eBook Reader 2008
52
Jonathan Ivy A new higher education marketing mix the 7Ps for MBA marketing
International Journal of Educational Management Vol 22 Iss 4 2008
Kotler Philip Fox Karen FA 1985 Strategic Marketing for Educational Institutions
Mora Michaela ―What Is Statistical Significance 2011
URL httprelevantinsightscomtagsample-size
Nha Nguyen Gaston LeBlanc 2001 Image and Reputation of Higher Education Institutions
in Studentslsquo Retention Decisions International Journal of Educational Management
Vol 15 Iss 6
URL httpwwwemeraldinsightcomjournalshtmarticleid=838798amp
Oppenheim ldquoQuestionnaire Design Interviewing and Attitude Measurementrdquo 1992
Oud Jacqueline 2004 ―Market research versus marketing research
Pimpa Nattavud 2003 ―Internationalization and trade in higher education opportunities and
challenges
Putnam Mark ―Do you drive the agenda or go along for the ride 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Rakhee Vyas Anne L Souchon 2003 Symbolic Use of Export Information A
Multidisciplinary Approach to Conceptual Development and Key Consequences
International Marketing Review Vol 20 Iss 1 pp67 ndash 94
URL httpwwwemeraldinsightcomjournalshtmarticleid=855530
Rich Lyons ―Authentic branding how creating a school brand with culture and curriculum
just might help save us 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Robert S Michael ―Inquiry amp Scientific Method 2002
URL httpwwwindianaedu~educy520sec5982week_1inquiry_sci_method02pdf
Rodriguez G ―5 Questions to Help You Understand Your Customer 2004
URL httpwwwpowerhomebizcomvol146customerhtm
Sekaran Uma Bougie Johan Roger Gisbert2009 ―Research Methods for Business a Skill
Building Approach 5th ed
Singleton Royce A Jr and Bruce C Straits 1999 Approaches to Social Research (3rd
Edition) New York Oxford University Press
Smith Scott M Albaum Gerald S 2005 ―Fundamentals of Marketing Research
Snyder Bruce ―Maximizing the power of web analytics 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Toncich ―Study and Learning in the Australian University System
53
URL httpwwwdoctorteenetfilesunibook04_ppdf
WEBSITES
Experiment-Resourcescom ―Comparing Quantitative and Qualitative Research 2009
URL wwwexperiment-resourcescomquantitative-and-qualitative-researchhtml
Higher Education Marketing Company Canada
URL httpwwwhigher-education-marketingcomcontact
Google Analytics website
URL httpwwwgooglecomintlenanalytics
54
Appendix A Questionnaire
Dear respondent this questionnaire is created in terms of Master`s degree diploma thesis The main goal of
this survey is to improve Masaryk University attractiveness by deriving the reasons for choosing Masaryk
University in obtaining a degree The answers will be kept as confidential and would not be used in any
other purposes other than for this research If you would have any questions regarding the results of this
survey please contact me
Ilya Shaiderov (380502mailmunicz)
Thank you for your cooperation
1 Are you a current or prospective student ____________________
2 What specialization you are obtaining or intend to obtain in MU ____________________
3 Please specify your country of origin ____________________
4 Please rate the level of handling your first phone callemail inquiry by MU staff (only if it is
applicable to your case)
1 2 3 4 5
5 While considering MU as an option to study what criteria did (do) you analyze to check
professionalism of university teaching staff (you may choose several options)
a Number of courses teachers offer
b Quantity of publication of teachers
c Work experience in business sphere
d Academic Experience
e Professional title in business
f I didn`t analyze any information about academic staff in MU
No response
Insufficient response
Sufficient enough
Completely sufficient with additional information
Completely sufficient
55
6 (Only for current students) Could you characterize the process of courses registration usage of IS
system and other administrative and bureaucratic functions of university (please choose one in each
scale)
Convenience
1 2 3 4 5
Usage
1 2 3 4 5
7 (For both current and prospective students) While choosing MU did (do) you check quantity of
books in university library accessibility of electronic databases new editions of study materials
overall quality of library
Yes
No
8 (Only for current students) Please rate MU facilities (buildings classrooms computer labs etc) on
the matter of ―comfortability
1 2 3 4 5
Excellent Good Sufficient Not enough Bad
Completely Convenient
Rather Convenient
Convenient Rather Inconvenient
Completely Inconvenient
Completely Useful
Rather Useful
Useful Rather Useless
Completely Useless
56
9 (For both current and prospective students) How do you rate the following factors as criteria for
choosing MU (1- least important 5 ndash most important)
a Ability to get employment in home country
b Strong academic staff
c Excellent laboratory facilities
d Library facilities
e Worldwide acceptable diploma
10 Please choose (mark ―V) services that MU sufficiently provides to you as a student (in case you
are prospective student - should be provided)
___ Reasonable accommodation (covered by student)
___ The number of modules in the degree and big variety of elective courses
___ Student exchange programs
___ Research environment (sufficient up to date study materials computer labs laboratories etc)
___ Small class sizes
___ Internship possibility
___ Faculty (profound selection of PhD and profession specialists)
1 2
T
y
p
e
a
q
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f
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57
11 From what source you first found out about Masaryk University
a Website search engine
b Advice of friends parents etc
c TV
d Newspaper please specify____________
e Journals please specify____________
f Billboards
g Website banners please specify website_______________
h Other source__________________________
12 (Only for current students) If you had do it over again would you still choose MU If not please
specify why
a Yes
b Not sure
c Probably would
d Probably would not (please specify why)
__________________________________________________________________________________
__________________________________________________________________________________
________________________________________________________________
13 (Only for current students) Please describe your level of general satisfaction with university
a Not satisfied at all
b Neutral
c Satisfied
d Very satisfied
58
14 (For both current and prospective students) Do you think MU degree will help you to get above
average salary in your home country
a No b Probably not c Not sure d Probably yes c Yes
15 If you think that MU degree helps to get well paid job in your home country what might be
reasons for that (more than one reason can be selected)
a High standard European education d Possibility to pass internship in Europe
b Degree specialization choice e Other_________________________
c Education in English language
7
objectivity of marketing research plays another important role in successful marketing
research This criterion allows omitting escalation of commitment and clearly reflecting
current situation
There are pitfalls during marketing research process The most common ones are pseudo-
research and advocacy surveys Pseudo-research is done simply to come up with desired
results There is no objective and ethical approach Advocacy surveys are developed in such a
way that serves the needed answer Along with these two pitfalls the major one for doing
successful research is escalation of commitment when researcher is unable to consider other
variants of research results All these drawbacks might lead to waste of time and money spent
for research
Marketing research process consists of nine steps
Problem formulation
Method of inquiry
Research method
Research design
Selection of data collection techniques
Sample design
Data collection
Analysis and interpretation of data
Research report (Smith Albaum 2005)
Problem Formulation
―From the researcher`s point of view problem formulation means translating the
management problem into a research problemhellip An accurate problem formulation specifies
the types of information needed to help in solving management problemhellip the quality of
thinking about an issue (ie a problem situation) prior to data collection largely determines
the quality of thinking (ie analysis and problem solving) after the data have been collected
(Barabba Zaltman 1991)
Problem itself contains several components
1) The manager(s)decision maker(s) and his her or their objectives
2) The environment or context of the problem
3) The nature of the problem
8
4) Alternative courses of action
5) A set of consequences that relate to courses of action and to the occurrence of events not
under the control of the manager
6) A state of uncertainty as to which course of action is the best (Smith Albaum 2005)
Objectives have wide scope of variability starting from profit increase to serviceproduct
improvement ―The fewer the objectives of any study the easier it is to keep track of progress
toward the objectiveshellip Objectives vary from jointly agreed-upon corporate objectives to the
individual objectives of each employee (Smith Albaum 2005)
Environment of the problem can be related to the market research because it encompasses
such aspects as level of income and rate of growth in the market degree of competition and
government regulation Upon that it might also consider consumer tastes and preferences
Environment has a wide set of factors so researcher should define those factors which are
relevant to the problem
Method of Inquiry
The next stage in marketing research process is method of inquiry or method of
investigation The most objective and reliable is scientific method This method is effective
during the starting point and during the process of results check The main and most profound
characteristic of this method is objectivity It consists of the steps listed below
1 Observation and description of a phenomenon or a group of related phenomena An
investigator has little of prior information This is the stage when qualitative methods may
provide considerable information about what-is
2 Formulation of a hypothesis to explain the phenomena In educational research the
hypothesis is often a question about the relationship between or among variables that may
influence learning The hypothesis may be one that merely asks whether a relationship exists
(correlation research) or the hypothesis may state a cause-and-effect relationship
3 Predict the existence of other phenomena using the hypothesis or predict the results of new
observations
4 Conduct experimental tests of the predictions by several independent experimenters who
use proper experimental methods (Robert S Michael 2002)
9
Research Method
In addition to method of inquiry researcher should select research method There are two
types of research methods experimental and nonexperimental In former type of method
researcher can intervene into research experiment and control external variables It is vice
versa in nonexperimental method (Smith Albaum 2005)
Research Design
Another step in marketing research process is research design which is considered as
specific methods and procedures to obtain information needed Research design stipulates
what information to collect from what sources and using what procedures The key marker of
successful design is whether information collected relates to research problem along with
objectivity and efficiency There are three classes of designs ndash exploratory descriptive and
causal In exploratory design researcher identifies and formulates problem along with
development of alternative courses of action It is also considered as a first step in a broad
study in order to get sufficient knowledge and narrow down the problem area Sequence in
exploratory studies lead to three steps
Search of secondary information
Interview experts in a given field
Checking similar situations
Descriptive research design is more narrowed in contrast to exploratory one In former
specific research questions are postulated already The research problem is familiar and
specific This research is preplanned and structured Descriptive research covers such areas as
product research promotion research distribution research and pricing research
Causal studies help to predict causes of deriving such hypothesis The key purpose here is to
define relationships of causal factors to the effects of our prediction Researcher might build
a chart depicting several possible factors that brought situation to a current condition If there
is only one factor this would directly have influence on the situation If there is more than one
factors it is time to verify which one of those led to situation change This approach is called
casual relationship If there is only one factor there might be applicable deterministic
causation Another type of causal studies in probabilistic causation which is expanded version
of deterministic causation with more than one variable (Smith Albaum 2005)
In marketing research sources of information vary but serve as a tool to decrease uncertainty
and check hypothesis There are secondary sources respondents natural experiments
10
controlled experiments and simulation Secondary sources are taken from external
organizations which conducted research with similar purposes Usually it is statistical
committees government bodies NGO`s and etc Respondents also serve as a source of
informative and behavioral information Experiment usage might also bring valuable
information Sometimes it is better (high expenses time shortage) to implement simulation to
a certain situation Simulation is considered as a set of techniques for manipulating a model of
some real world process to find numerical solutions useful in the real process being modeled
(Smith Albaum 2005)
Selection of data collection techniques
Information itself is divided into three categories primary secondary and commercial
Secondary information is gathered by passing actual research conduction Primary
information is coming from data collected by investigator and serve as a main answer to
research question Commercial data is collected by marketing agencies and contains primary
and secondary information
It is better to start collecting secondary information first because it is less expensive and it
can offset the need of doing own research Even though if it will not solve the problem
secondary information can clarify the problem in more detail and help to develop advices to
research questions Also help in planning the gathering of primary data and defining the
population and selecting the sample
Secondary Information
Secondary information has two types ndash internal and external Internal information can be
found within the company past researches and report whereas external is outside of the
company Using internal secondary information will shed light on model and size of product
by area kind of account and industry medium amount of sales by area sales volume
percentage share of sales by product model product size etc External secondary information
allows verifying overall size of market characteristics of market features of competitor
products prices and promotion (Smith Albaum 2005)
Primary Information
The major source of marketing research is primary data In the process of gathering this
data researcher deals with respondent Respondent is a person who provides answers to the
11
questionnaire developed by researcher Answers are not the only findings that can be
collected in primary data collection Respondentslsquo behavior is another key aspect to observe
and analyze future choice of consumer
The main advantage of primary data collection is itlsquos up to date information which respond
researcherlsquos main criteria ndash the extent of the obsolescence of collected data That is why
primary data gives more realistic view to the researcher Another advantage is that primary
information can be collected in varied ways from interview to email questionnaire This gives
researcher flexibility in choosing process Cost and time spend to acquire this type of
information varies It can be attributed to the quantity of respondents should be asked their
accessibility in terms of location and etc So it is the researcher who decides whether to
collect primary data or not based on availability of secondary data time and budget of
research
The main disadvantage of primary data collection is incorrect questionnaire design
(questions answer options place of survey and etc) If doing so researcher may mislead
himself in data analysis and come up to a wrong conclusion Time might be another aspect to
consider as disadvantage for collecting primary data There is higher possibility to obtain
statisticalmarket research from some agency already prepared rather than spending time in
collecting surveys analyze them and synthesize to make final conclusion The best option is
of course to attain secondary information about the topic and then based on its outcomes
collect primary information
In this study will only be included quantitative techniques Questions will be included to
derive attitude to contemporary high education among students
Sample Design
It is rare that in marketing research the whole population is analyzed Sample is mainly a
small representative group of people that reflects all potential consumers Sample selection is
derived from consideration of the relevant systematic and variable errors that might occur
during the research process (Smith Albaum 2005) ―There are several compelling reasons
for sampling including (1) lower cost (2) greater accuracy of results (3) greater speed of
data collection and (4) availability of population elements There are two types of sampling
to choose nonprobability and probability sampling Probability sampling is based on the
concept of random selection ndash a controlled procedure that assures that each population
element is given a known nonzero chance of selection In contrast nonprobability sampling is
12
arbitrary and subjective Each member does not have a known nonzero chance of being
included (Cooper Schindler 2003)
Analysis and Interpretation of Data Collected
The first step in processing of data is editing of complete schedulesquestionnaires Editing
is a process of checking to detect and or correct errors and omissions Editing is done at two
stages first at the fieldwork stage and second at office
Field editing
During the stress of interviewing the interviewer cannot always record responses
completely and legibly Therefore after each interview is over he should review the schedule
to complete abbreviated responses rewrite illegible responses and correct omissions
Office editing
All completed schedulesquestionnaires should be thoroughly checked in the office for
Completeness accuracy and uniformity
Coding
Coding means assigning numerals or other symbols to the categories or responses For
each question a coding scheme is designed on the basis of the con med categories The coding
schemes with their assigned symbols together with specific coding instructions may be
assembled in a book After the transcription of data is over data are summarized and arranged
in a compact form for further analysis This process is called tabulation
Tabulation
Thus tabulation is the process of summarizing raw data and displaying them on compact
statistical tables for further analysis It involves counting of the number of cases falling into
each of several categories
Tabulation can be done by hand or by mechanical or electronic devices The choice depends
upon the size and type of study cost considerations time pressures and the availability of
tabulating machines or computers In this project tabulation and statistics will be done by
using Microsoft excel spread sheet (Debeka 2003)
The Research Report
―Results of the research can be described in short or in long reports Short reports are
appropriate when the problem is well defined is of limited scope and has a simple and
straightforward methodology Short reports are about five pages Long reports are of two
13
types Technical report is written for an audience of researchers And management report
written for the nontechnically oriented manager or client (Cooper Schindler 2003) This
paper is considered to be a tool for a managing director (dean) of the university who might
not have research background so the results of the research will be represented as managerial
report
14 The Research Plan
Research plan is needed to organize everything in a way that each stage would clearly
derive from the previous one It is a tool to control and follow up all procedures of research
project It starts off with stating objectives (primary and secondary) then problem analysis
(includes research problems questions hypotheses interconnection between objectives and
problem) Research design is next one It has four subsets (1) research methodology (how the
research will be made) (2) research techniques (methods and procedures for data gathering)
(3) sample design and selection (what is the size of sample is there any subsamples how you
will make sure that it is representative sample How the sample size was determined) The
fourth stage of research plan is proposed analysis (tabulation procedures cross-analysis
tabulations and their reasons type of statistical analysis) (Smith Albaum 2005)
15 Measurement
In marketing research measurement plays a key role Accurate measurement of variables
brings to right results and therefore to right management decisions The main goal of accurate
measurement is to characterize customers` attitude toward a product ―Researchers use the
measurement process by assigning either numbers or labels to (1) people`s thoughts feelings
behaviors and characteristics (2) the features or attributes of objects (3) the aspects of ideas
or (4) any type of phenomenon or event using specific rules to represent quantities andor
qualities of the factors being investigated For example to gather data that will offer insight
about people who shop for automobiles online (a marketing phenomenon) researcher collects
information on the demographic characteristics attitudes perceptions past online purchase
14
behaviors and other relevant factors associated with these people (Hair Bush Ortinau
2006)
Two of the primary criteria of evaluation in any measurement or observation are
Whether we are measuring what we intend to measure
Whether the same measurement process yields the same results
These two concepts are validity and reliability Reliability is concerned with questions of
stability and consistency - does the same measurement tool yield stable and consistent results
when repeated over time Validity refers to the extent we are measuring what we hope to
measure (and what we think we are measuring) To apply these concepts to social research
we want to use measurement tools that are both reliable and valid We want questions that
yield consistent responses when asked multiple times - this is reliability Similarly we want
questions that get accurate responses from respondents - this is validity (Smith Albaum
2005)
16 Designing Questionnaires
After determining established set of scale measurements it is the time to format them into
an instrument for collecting raw data from respondents The purpose of designing reliable
questionnaire is to collect high quality primary data which can be easily transformed into the
information for the manager The main principle in developing questionnaire is its logic
objective and consistent approach rather than creative way of questions development
Everyone understands that words go into questions and that questions go into questionnaires
but not everyone understands that writing questions does not give you a questionnaire (Hair
Bush Ortinau 2006)
During the procedure of formulating and asking questions response nonresponse errors
occur Nonresponse errors can occur due to the length of questionnaire or questions their
complexity or inclusion of personal questions To avoid such type of error it is necessary to
use innovative way of questions formulation by keeping them concise and in the same time
sufficient enough The next step is to shuffle up the formats of questions to keep interest of
respondent to answer Keeping respondent well informed about directions of each part of
questionnaire is also important Researcher should put emphasis on style and format of
questionnaire (font color of paper graphic attributes etc) The final aspect is numbering the
questions to help keep track for both researcher and respondent
15
Response error rise when the actual value of variable contradicts with one in the report
This error can rise from both sides researcher or respondent Respondent is considered as a
person who provides information through communication (interviews questionnaire) or
observation (researcher observe behavior of respondent) Response error though can occur
during one or both of those processes To verify reasons of errors researcher should analyze
steps in delivering information The first one is information formulation and the second is
information transfer Inaccuracy happens during formulation step and ambiguity during
information transfer to respondent (Smith Albaum 2005)
17 Inaccuracy
Inaccuracy as a cause of questionnaire design means that false report is obtained from the
attitudes preferences beliefs feelings of respondent Questions and scales must be used that
enable to get the whole picture of respondent perception on the matter rather than to get a
fragment of his perception Accuracy itself refers to the degree to which the data provide the
researcher with a description of the true state of affairs From this point ―questionnaire design
precision rise up which is the extent to which a questionnaire design can reproduce similar
results over repeated usages (Hair Bush Ortinau 2006)
There are two types of inaccuracies predictive and concurrent Former one is caused by
inaccurate intentions of researcher during problem formulation Concurrent inaccuracy
happens when respondent intentionally provides inaccurate information
Inability to respond and unwillingness to respond are the most common concurrent
inaccuracies Inability to respond happens when question is posed the way it is hard to answer
without certain actions of respondent (check look up some features of product in question)
These problems might occur if respondent does not remember product features questionnaire
is unrealistic badly designed or directed to improper person Also if construction of questions
is developed with misuse of words or general terms
―Unwillingness to respond deals with motivation of respondent Respondent will not
provide accurate or any information due to several costs One of them is time costs which
require respondent to spend time for questionnaire completion So if respondent is busy or
questionnaire is too long she would answer the questions as quick as she can without paying
attention to accuracy For this reason questionnaire section will contain this phrase ―Do you
16
have time now to answer questions or would you rather set a time when I could contact you
again
Second problem is perceived loss of prestige Some questions might influence prestige of
respondent and then he tends to answer in a way not to lose his prestige which leads to
inaccurate answer Examples of areas which involve prestige level is age income educational
level and job position The main key to solution of this problem is to ask for information
twice in different ways
Third area of questions that might bring to unwillingness to respond is invasion of privacy
If questions touch private information about respondent inaccuracy and nonresponse take
place Such area includes questions about family matters income and money attitude finance
respondent hygiene political views religion and etc In this case indirect questions can help
or in case of direct questions still have to placed they should be included in the end of
questionnaire (Smith Albaum 2005)
18 Ambiguity
Ambiguity is considered as errors in constructing written and oral words or behavior
Inaccuracy errors occur during the formulation of information whereas ambiguity errors
happen during transfer of information through communication or observation Unambiguous
situation is the one where researcher asks question and respondent answer based on the same
meaning of words In this case two phase process takes place When question interpreted by
respondent has the same meaning as it is in interpretation of researcher And answer by
respondent is understood the same way as by researcher (Smith Albaum 2005)
―The language of the questionnaire should approximate the level of understanding of the
respondents The choice of words will depend on their educational level the usage of terms
and idioms in the culture and the frames of reference of the respondents If some questions
are either not understood or are interpreted differently by the respondent the researcher will
obtain the wrong answers to the questions and responses will thus be biased Hence the
questions asked the language used and the wording should be appropriate to tap respondents`
attitudes perceptions and feelings (Sekaran Bougie 2009)
Also implicature is an issue related to ambiguity when researcher is using elliptical
sentences (starting with ―Why ―What ―How) and respondent fill in the missing content
17
by herself In standardized interviews respondent should interpret questions as he can which
leads to miscommunication and wrong results So conversational interviewing is when
researcher is trying to explain the meaning of question and not influence the answer (Smith
Albaum 2005) Interview refers to qualitative method to obtain data this study has
quantitative research so it becomes crucial to construct clear and concise questions For this
purpose there will be pretest of questionnaire research by giving out it to my friends and get
feedback Another way to track understanding level of respondent is to set sub questions in
questions which contain highest probability to mislead respondent By simply asking the level
of question comprehension (good or fair) researcher can identify the level of ambiguity in
answers and track those answers which are answered with ―good level of understanding
Question form and question wording has certain relationship to ambiguity
There are four questionanswer types
1 Free answer (open-ended text)
2 Dichotomous and multiple choice answers (select k of n)
3 Rank order answers
4 Constant sum answers
1 Free answer questions imply that respondent will give full answer to the question in his
own words This type of questions require respondent to have ability to express completely
and concisely That is why free answers have great extent of ambiguity during interpretation
process
2 Dichotomous and multiple choice answers are the most common in questionnaires
development General form for both of these answer types is selection of ―k optional answers
out of ―n available ―Select exactly 1 of n Answers is one of such type of answers This is
simple form where k=1 and n is up to researcher desire In dichotomous question options (n
values) range into two extremes (―Yes ―No ―In favor ―Not in favor ―BuyDo not buy
etc) Multiple choice answers are just an extension of dichotomous questions Multiple choice
questions may require selection of several ―k out of ―n possible answers or selection
unlimited amount of ―k answers out of given ―n options
3 Rank order answers allow to put gradation to answer options This type of answers
characterizes data on the most prevailing option and the one which has the least importance to
18
respondent Typical questions can include determining ranking of preferences first to last
most current to least current and etc The most common bias here is that first optional answer
in the question has more chances to be selected Also tied rankings may cause another
problem of data weakening When it is allowed to rank several answer options into one
ranking level it is impossible to determine results out of this answer For the efficiency
purposes maximum of answer options given in rank order questions vary from five to seven
If it is more than seven it is hard for respondent to identify clearly the right ranking order
4 Constant sum question is the form of ranking using allocation of one hundred percent to
the options containing reasons for the statement asked It can be options for the reasons of
company product purchase (Smith Albaum 2005)
Also to create a good questionnaire researcher should include ―positively and negatively
worded questions Instead of developing all questions positively it is better to mix them with
negatively worded questions to reduce the probability of mechanical filling the questionnaire
by respondent ―A respondent who is not particularly interested in completing the
questionnaire is more likely to stay involved and remain alert while answering the questions
when positively and negatively worded questions are interspersed in it For instance if the
respondent has circled 5 for a positively worded question such as ―I feel I have been able to
accomplish a number of different things in my job he cannot circle number 5 again to the
negatively worded question ―I do not feel I am very effective in my job hellip The use of
double negatives and excessive use of the words ―not and ―onl should be avoided in
negatively worded questions because they tend to confuse respondents (Sekaran Bougie
2009)
19 Hints to improve quality of questionnaire
A Neutrality and don`t know or no opinion
It is an option given to respondent to remain neutral to the question provided Once third
option is included researcher does not force respondent to answer and it makes questionnaire
more polite to respondent Based on the nature of the question researcher may include such
options like ―don`t know ―no opinion or ―not applicable ―Don`t know might be
attributed to question dealing with some facts whereas ―no opinion can be attributed to a
19
certain attitude of respondent If such type of option will be included it is important to
increase sample size because of increased probability for respondent to choose neutral answer
B Dichotomous questions
It is the easiest type of questions for respondents It is considered as a question with
average probability for being ambiguous But it has the lowest probability of being ambiguous
among free-answer questions and multiple-choice questions
C Multiple choice questions
The researcher has two options if she wants more detailed information in a certain
question It is to create multiple choice question or free-answer question Usually multiple
choice questions are more complex and longer than the other two (dichotomous and free-
answer) Ambiguity in such type of questions derives from inability to formulate mutually
exclusive alternatives Another reason for ambiguity is limitation of the chosen answer
Respondent should select only one option which most widely answers the question For this
reason researcher may offer to select as many options as respondent wishes There is a table
below which shows relative probability of ambiguity related to form of question
Table 1 ―Form of Question and Relative Probability of Ambiguity (Smith Albaum 2005)
D Question wording
Selection of right words plays important role in questions development So in wording
choose researcher should be extremely careful Ambiguity in wording has several sources
Question length
Respondent unfamiliarity with some words
Relative Probability of Ambiguity
Form of Question Question Answer
Free-answer Lowest Highest
Dichotomous Average Lowest
Multiple-choice Highest Average
20
Ambiguity of context
Two questions included in one sentence
Too broad questions
If questions are too long this will confuse respondent and affect data accuracy For this
reason researcher should keep questions concise and clear If some words in question are
unfamiliar to the respondent this will also lead to confusion and inability to provide right
information So in case of scientific wording in questionnaire and non-homogeneous
backgrounds of respondents low level of vocabulary should be used Also researcher should
verify whether questions imply only one matter in order not to mislead respondent Questions
that lack specificity should also be avoided Those questions are developed with general
words like ―how often for example
In general researcher must provide alternative question wording pretesting and
verification by observation In alternative question wording first have of sample group may
get options in one order and the second one in reverse order Once questionnaire is ready
pretesting is another good way to decrease ambiguity Only one concern here is to choose
relatively the same group of respondents as it will be in the real research By close
communication with respondent in pretesting step researcher can determine some troubles
misunderstandings arose during this step And last advice is verification by observation
Researcher can (where it is possible) verify answers of respondents by observing their actions
related to questions answered It is not the easy activity so only those questions will be
verified where it is possible to do so (Oppenheim 1992)
110 Sampling procedures in Marketing Research
―Sampling is a selection of small number elements from a larger defined target group of
elements and expecting that the information gathered from the small group will allow
judgments to be made about the larger group The main idea of sampling is that a decision is
based on the assumption that the smaller portion or sample is representative of the larger
population (Hair Bush Ortinau 2006)
There should be a strict order in defining sample for research
21
Chart 1 ―Defining Sample
Sampling procedure starts with defining of population Population is amount of units
(individuals legal entities households) which has one or more similar feature among each
other In order to specify population researcher should answer such questions as what kind of
units (elements of analysis) to be included where they reside or their origin and when
(dimension of units in terms of timeframe) Population should be defined as precisely as
possible At the moment of finalizing population definition investigator decides whether it is
necessary to investigate the whole amount of population (census) or a part of it (sample) The
choice depends on the size of population If the size of population is small census can be an
optimal option otherwise should be created sample
Sample design includes type of sample sampling unit and sample frame Majority of
samples are selected by choice of investigator as non-probabilistic method Where
investigator selects elements of sample in terms of convenience availability and own
judgment Researcher uses table or any other random selective device for the probable
method (Smith Albaum 2005)
Define population
Sample design
Sample size
Estimate costs of sampling
Census vs Sample
Execute sampling process
22
―Sampling unit is the basis of the actual sampling procedure It is that segment of the
population actually chosen by the sampling process The sampling unit may contain one or
more population elements That is these units may be individual elements or aggregates of
individual elements (Smith Albaum 2005)
Sample frame is considered as a list of elements of the population For instance it can be
list of characteristics of elements which are expected to pass the interview or fill out
questionnaire In a perfect case sample frame should determine each population element once
and should not include those elements which are not in the population criteria There several
options below of inaccurate sample framing process
Chart 2 ―Sample Framing Processes
A Incomplete
Sampling frame
B Too Comprehensive
C Combination
Sampling frame Population
Sampling frame Population
Population
23
There is also set of questions to ask during generation of sampling list
Does the list contain everyone in the survey population
Does the list include names of people who are not in the study population
How is the list maintained and updated
Are the same sample units included on the list more than once
Does the list contain other information that can be used to improve the survey
(Dillman 2000)
There are four traditional approaches for the determining sample size
1 Arbitrarily or judgmentally determined
2 Minimum cell size in analysis
3 Based on budget
There are two types of costs in sampling process fixed and variable Fixed costs are those
which are determined and constant Variable costs depend on the volume of study being
conducted The dashed line in the upper graph shows interrelation between costs and sample
design If costs are too high researcher reconsiders sample design or sample size
The last step is actual choice of sample There are two main criteria for this process
sample must be adequate and representative For the sample being representative means that it
reflects overall characteristics of the whole population Adequacy is sought in sufficient
amount of elements selected to provide stable results Also there are two types of sampling
designs probability and non-probability samples Non-probability sampling differs from
probability sampling on the basis that in non-probability sampling the sample elements do
not have a known nonzero chance of being selected for the sample In probability sampling
each element has a known and equal probability of selection This study incorporates
probability design because there are no any predisposed respondents (Smith Albaum 2005)
111 Editing Coding and Descriptive Analysis
―Completed questionnaires or other measurement instruments must be edited coded
entered into a data set for processing by computer and carefully analyzed before their
complete meanings and implications can be understood (Smith Albaum 2005)
24
The main reason for this process is converting data obtained into information which will
provide inferences and answers to research question A certain sequence is needed to perform
successful data analysis In short there should be definition of response categories at first
then editing and coding and at last tabulation All these three steps will be implemented in the
practical part
112 Research Errors
In any research errors will occur so management of errors must apply Errors can arise in
any stage of marketing process from problem formulation to report development It is a goal
of investigator to minimize those errors The value of total error is comprised of sampling
error plus non-sampling error Sampling error (usually called as random sampling error) is the
difference between planned sample and the list of interviewees it is formed Non-sampling
errors are those which are not related to the sample itself Usually non-sampling errors related
to sort of bias as the difference between the true value of that which is being measured and the
average value derived from a number of independent measurements of it There are eight
major types of errors
Population specification ndash difference between required population and population
chosen When researcher chooses inappropriate population for the data collection
Sampling difference between required sample and the one that has been selected
When sample does not represent the population selected by using probability sampling
method
Selection error usually occurs when researcher pick up respondents whom she knows
who is more pleasant in general who is easily reached This tendency deviates real
population selected
Frame error Sample frame is a set of representatives of population who relate to
required sample The frame error occurs when elements which are not in the sample
group are investigated
Nonresponse error occurs when all members of the sample cannot be reached or they
refuse to respond
Surrogate information error occurs when investigator is unable to obtain responses and
replace it with proxy answers leading to surrogate information
25
Measurement error occurs in several stages of research transmittal response analysis
In general researcher represents information that he wants rather the real one
Experimental error When investigator is measuring the influence of independent
variables on dependent one while controlling extraneous variables (Smith Albaum
2005)
2 PRACTICAL PART
21 Marketing Research Process Applied
For this study it has been identified that the problem of current situation in MU is its
inability to attract more international students
Problem Formulation Prospective students do not choose MU for degree obtainment
Research goal To identify ways on how to increase studentslsquo inflow into MU by means of
detecting general preferences of MU customers (prospective students and current students)
Research questions
Based on the study of 7P approach made by Jonathan Ivy one research question arises
1 On what element of marketing mix students relied more when choosing MU ―People
―Physical evidence or ―Processes
From another study made by Hsuan-Fu Ho and Chia-Chi Hung second research question
arises
2 Does the possibility of domestic market employability after graduation plays the key role
for choosing MU
26
Method of Inquiry
As been mentioned in the theoretical part the first step in method of inquiry is observation
and description of a phenomenon or a group of related phenomena This step is known for its
qualitative methods of applicability
Have been studying for almost two years in MU and communicating with dozens of
international students I found several aspects to consider for MU attractiveness improvement
Students who stay longer than a semester differ from those who came just for one semester
under Erasmus exchange program This research deals with the first category of students and
for them it is important to have more frequent university-student correspondence Keeping the
fact that education process in Masaryk university different and complicated in terms of
Information Technology (student information system is very confusing with no English
version of some pages) there should be prepared an orientation seminars on how to effectively
use all university premises and surrounding city facilities It can be easily done with the help
of International Students Club which has excellent image among such clubs in Europe There
is orientation week for students but from the students point of view is more prepared to make
things done (like ISIC card issue register to information system) rather than providing
students with tools on how to achieve what they need to This can easily be done by
information system additional applications of city university map student forums and
discussion groups The information system should be done in more client friendly way with
good English translation of the web pages
This work would not include any hypothesis because of the chosen research design ndash
explorative
Research Methodology
In this will be applied nonexperimental method because of objectivity purposes There is
high risk of mislead and misinterpretation to the respondent which will affect the survey
results
Question number 1 2 3 in the survey (can be found in appendix of this work) was
included for the reason to find additional information from prospective students who intend to
continue their study Question number 11 gives idea on the effective media channel that
students got information from Question number 12 and 13 will help to summarize general
student opinion on MU and find some deviations from the rest of the questions
27
Below are the questions in the survey which relate to research question number 1 ―On what
element of marketing mix students relied more when choosing MU ―People ―Physical
evidence or ―Processes
Question number 4 6 7 was adopted from literature source (Jonathan Ivy 2008) of
theoretical part This question identifies the level of ―Processes element of marketing mix
Question number 5 based on the same literature source was adopted to verify another element
of marketing mix ndash ―People Question 8 uncovers the level of third element ―Physical
evidence Question number 10 encompasses all three elements to double check the main
criteria that students choose or consider MU to study
Below are questions in the survey which relate to research question number 2 ―Does the
possibility of domestic market employability after graduation plays the key role for choosing
MU
Questions number 14 and 15 will help to identify the level of studentslsquo motivation to enter
MU for the reason of higher chance of employability after graduation These questions were
adopted from literature source provided by Hsuan-Fu Ho and Chia-Chi Hung
Question number 9 relates to both research questions because it covers the scale of
significant factors that might affect student to choose MU
Research Design
The study entitled ―Quantitative Marketing Research attempts to accumulate the sequence
of procedures to conduct successful marketing research It has been chosen to use quantitative
research for the reason that study aims to find out the answer of a research questions through
numerical evidence This method enables researcher to gather existing information and data
regarding interrelationship between low rate of students registration to MU The study will
help to answer on two research questions posed in this work
Selection of data collection techniques
The study incorporates two techniques of data collection secondary and primary
collection Secondary information reveals current situation of HE marketing worldwide and
primary information helps to find the match up for solution of MU problem and secondary
information findings
28
Sample design
Researcher uses probability sample design with quantity of respondents equal to 26
Data collection
For study purposes data will be collected by giving out questionnaires to current and
prospective students who study or intend to study in English in MU Hard copy questionnaires
will be collected after respondents finish answering them Total collected questionnaires
amount to 26
Research errors
Population Specification error is mastered by questioning potential respondent whether
shehe studies in English Sampling difference researcher will overcome by keeping the
highest level of variety of respondents (by country of origin) Selection error is out of the
matter because researcher is not introduced to the majority of students studying in English
Nonresponse error may occur for the further purposes of the research respondents would be
asked the reasons for rejecting to fill out questionnaire The same procedure is for the
surrogate information ndash if researcher will not be able to get answers from respondents they
will be asked about the reason of rejection
22 Analysis and interpretation of data
Secondary and Primary data is analyzed and interpreted in section 23 and 24 below
23 Secondary data
Marketing communication of universities
As has been mentioned previously in this work the best option to collect relevant primary
data is to rely first on secondary information and then delve down in certain aspects by
collecting primary information In this item it will be explained what has been done in
marketing communication of universities around the world This part will also cover the
question of what communication strategies and tools the international universities use to
attract their students
29
From the first finding to start universities all over the world practicing advertising
campaigns with such words as ―Internationally renowned Award winning Prestigious
Proud history Career oriented etc But not all the time these sparkling words are real truth
―Does it actually matter whether a university has ―tradition if its current practice is poor
Does it matter if a university is ―internationally renowned if the particular course that is
being considered is known to be badly operated by local standards Does it really matter if a
university has ―a proud history if the present isnlsquot very good (Dr DJ Toncich2008)
Australian professor Dr DJ Toncich in 2008 published a book ―Study and Learning in
the Australian University System where he clearly stated various forms of
Marketing in universities of Australia ―The most common example of universities selling the
sizzle rather than the sausage appears in areas such as science engineering and architecture
where potential students are bombarded with glamorous images of spacecraft sky-scraper
buildings nuclear reactors and so on There are different ways how universities attract their
students There is a table provided by Dr DJ Toncich which explains the ways on how to
promote different parts of university image
Table 2 ―Ways on how to promote elements of university image
30
A ―Tool is a part of company (university in this case) image which should be promoted
And ―Vehicle is the way part of the image can be promoted ―Some key points to note are
that the mass media outlets (newspaper television and radio) having the broadest audience
are generally reserved for ―big picture marketing including the universitylsquos brand and
confidencereinforcement strategies Self-evidently promoting to the broadest audience is the
most costly way of getting a message out so the message needs to be simple and clear The
more specialized the audience however the more detailed the information ndash for example
university course guides and handbooks have the most specific audience and subsequently
the highest level of information density In these vehicles there is generally less content
related to the big picture issues of confidence and brand (Dr DJ Toncich 2008)
Nguyen amp Le Blanc (2001) focused on the image and reputation of the institution and
referred to the crucial role these factors played in the development of market positioning ndash
they drew on the well established concepts and theories in business sector marketing for their
study Bonsardi amp Ekwulugo (2003) who claimed that ―a centrally important principle of
marketing is that all marketing activities should be geared towards the customer also relied
on the literature used in business sector marketing and applied it to the context of higher
education
Branding is important for university to stand out in the market In ―ConnectEd
Symposium for the marketing of Higher Education (Chicago November 2011) Rich Lyons
(Dean Haas School of Business University of California Berkley) argued that
―What passes for branding in higher education is often nothing more than a catchy slogan
and logo Branding projects in universities sometimes evoke hostility indifference or bothmdash
or raise the question of why a good school would need to be so concerned about its image that
it would resort to ―corporate measures But when branding reaches deep to magnify a
schoollsquos differentiation and its core essence the result can be a powerful boost on multiple
dimensionsmdashstudent recruitment alumni interest fund raising media interest and so on And
it can resonate with key audiences emotionally to align what the school does with their
passion to change the world Dean Rich Lyons has led the Haas School of Business at UC
Berkeley in branding the school based on codifying its distinctive culture driving that culture
through its business processes and reforming its curriculum to produce a particular type of
leadermdasha path-bending leader The process is lengthy difficult and risks are high Learn why
the rewards of an authentic brand are worth the effort
31
According to this speech strong brand is coming from the culture of interaction among
students and all university staff Mainly students and professors should clearly understand
what matters mostly attracted them in chosen university (values believes attitudes etc should
match up with student`s)
Another aspect for university marketing start up procedure is reposition communications
as a strategic function in a more proactive attitude This matter has been covered by Dr Mark
Putnam President Central College IA in his article ―Do you drive the agenda or go along for
the ride In this article author ―sought to change the view of the marketing and
communications team from customer service providers to strategists He set a good example
with presidential blog using it to elevate the level of discourse at Central Putnam has a track
record for this kind of change management As senior vice president at Northeastern
University (Boston) he worked with the communications team to educate the university about
the strategic role of marketing and branding He comes by this perspective naturally (Dr
Mark Putnam 2011)
To improve university technical tools in attracting students mobile marketing is a great
way ―Mobile marketing brings challenges and opportunities to higher education when scarce
resources limit the ability to add new technologies and techniques to communication plans
We examine the mobile marketing landscape in search of whats most relevant to higher
education today with special attention to student recruitment and brand strength Areas
covered include site design for best task completion writing right for mobile sites monitoring
web analytics and integrating with traditional and social media websites (Bob Johnson
2011)
Another technical tool is digital video clips ―Video in its many forms is becoming a
major factor in our collective lives (80 million hours of video loaded to YouTube every
minute for example) As digital storytelling it is also being used in a variety of ways to build
brand equity with internal and external audiences Outcomes will be a better awareness of the
current trends in using video as a brand building tool and a field guide for teaching others
within the organization to make powerful digital stories Im currently using the workshop at
the UW to train students who will study abroad to make and distribute good quality video
about their experiences (Harry Hayward 2011) In case of brand building using video
assistance viral marketing campaign might work And the last idea which will increase
university profit is web site analytics ―The website is not only a conduit for most of your
marketing efforts todaymdashitlsquos also an incredible tool for measurement and marketing analysis
32
With web analytics you can better quantify the impact of your marketing campaigns improve
the effectiveness of your website segment visitors for micro-marketing efforts and generate
valuable marketing intelligence (Bruce Snyder 2011)
Marketing is the process of customer identification (needs views preferences financial
possibility to buy certain product) This task will be done through primary information
analysis Another task in marketing is development of ―analytics-driven approach to help to
reach a targeted student through search engines mobile smartphones text messaging email
newsletters and social media (Higher Education Marketing Company) This company has a
straight and logic view on marketing process in university which provides a wide scope of
services Google Analytics Search Engine Optimization Pay Per Click Marketing Social
Media Marketing Google Maps amp Local Search Web Design amp Development Mobile
Marketing Short Message Service (SMS) Another very effective tool is SEO (search engine
optimization) which allows embedding into the company website option for the most
important (most likely needed) words phrases while creating company web pages This set of
words with high possibility that potential customer will dial up will give opportunity for the
company website to pop up in the top list of the search engine (Google chrome yahoo etc)
Under research problem ndash low enrollment of students the researcher should look for the
findings of other studies relevant to this study problem The questions to start with are ―What
factors in university marketing practices are missing to achieve constant enrollment growth
―Is there any interrelationship of those factors and university attractiveness growth
One of the studies has been conducted among students registered state subsidized
universities in South Africa The purpose of this paper was to present a new marketing mix
based on MBA studentslsquo attitudes and opinions towards the marketing initiatives of business
schools in South Africa The findings of this study revealed showed seven quite distinct
underlying factors in the marketing activities of these business schools some covering the
same elements of the traditional marketing mix people promotion and price There were
however four different elements programme prominence prospectus and premiums ―The
marketing mix is a set of controllable marketing tools that an institution uses to produce the
response it wants from its various target markets It consists of everything that the university
can do to influence the demand for the services that its offers Tangible products have
traditionally used a 4Ps model the services sector on the other hand uses a 7P approach in
order to satisfy the needs of the service providerlsquos customers product price place
promotion people physical facilities and processes The product is what is being sold It is
33
more than a simple set of tangible features it is a complex bundle of benefits that satisfy
customer needs The price element of the services marketing mix is dominated by what is
being charged for the degree or tuition fees that are required to enroll at the university Place
is the distribution method that the university adopts to provide the tuition to its market in a
manner that meets if not exceeds student expectations Promotion encompasses all the tools
that universities can use to provide the market with information on its offerings advertising
publicity public relations and sales promotional efforts (Jonathan Ivy 2008) This traditional
model encompasses tools which deal with tangible products In case of university it provides
intangible product which needs more tools for promotion Fifth tool is people who are
considered as a staff in university (academic administrative and support staff) To have a
prominent image university should have teaching staff reputations PhD holders Professorial
title holders Also administrative staff can also play an important role to attain prospective
students by simply providing professional phone call inquiry
The newest addition to the marketing mix is physical evidence and processes Physical
evidence is attributed to internal and external appearance of the entity (from teaching
materials to facade of the building and lecture rooms) ―Processes are all the administrative
and bureaucratic functions of the university from the handling of enquiries to registration
from course evaluation to examinations from result dissemination to graduation to name but
a few During the period that the student is registered processes need to be set in motion to
ensure that the student registers for the correct courses has marks or grades correctly
calculated and entered against the studentlsquos name and is ultimately awarded the correct
qualification While this might seem quite straight forward there are numerous other
processes that need to be implemented concurrently (with the finance system
accommodation time tabling and the library) to ensure the highest level of student
satisfaction The findings of this research suggest that the traditional 4- 5- and indeed 7P
marketing services marketing mix may not be the best way to approach the marketing of
MBA programs in South Africa Using principal components factor analysis on 25 commonly
used marketing tools indicates that four new distinctive and independent elements exist along
with three elements from the traditional marketing mix (Jonathan Ivy 2008) The most
important element from the marketing mix was ―program element (the range of electives in
the degree choice of majors) The second was ―prominence of the degree (academic staff
reputations position on league tables or MBA reviews in the popular press) The traditional
promotions element of the marketing mix was split into two areas standard mass media
34
advertising and hard copy promotional materials such as the university prospectus and direct
mail posted to prospective students called ―prospectus in the MBA marketing mix The
price element is dominated by flexible payment of tuition fees which means that students are
price sensitive and looking for payment flexibility The people element has had a small
modification with face-to-face teaching being included along with personal contact with
graduates and open day attendance The final element of the new marketing mix is called
premiums This is a diverse element of the mix which included accommodation the number
of modules in the degree student exchange programmes university computer facilities and
class sizes While this element was considered the least important of the marketing tools not
offering some of these items could seriously damage the recruitment prospects of a business
school Indeed some items would be considered a standard offering of a university and
expected by a student without further consideration or evaluation (Jonathan Ivy 2008)
So from this study researcher may answer on the posed questions before There is indeed
some other factors out of the standard marketing mix which in this case (higher education
marketing) play a key role In order to finally apply those factors into the practical
implementation researcher should check whether all of those factors remain important for
MU For this purpose primary data should be collected by creating questionnaire which
includes new marketing mix tools
Another study conducted in the realm of marketing communications in Taiwan includes
other findings The purpose of this study was to examine how a graduate institute at National
Chiayi University (NCYU) by using a model that integrates analytic hierarchy process
cluster analysis and correspondence analysis can develop effective marketing strategies
This research revealed that even though universities and colleges in Taiwan have
increasingly realized the importance of having sound marketing strategies to stay competitive
they have concentrated their marketing strategies on promotion ndash advertising tuition
reduction scholarships etc This trend has often obscured the fact that marketing should be
based on customer needs with better efforts made to fulfill these needs Although market
segmentation and positioning enable marketers and institutional planners in higher education
to understand customer needs and to visualize institutional advantages in relation to their
competitorslsquo positions these are relatively new endeavors in educational marketing in
Taiwan
The results display that the five most important factors for studentslsquo school selection
were employability curriculum academic reputation faculty and research environment
35
Students perceived NCYU to be strongly associated with lower tuition fewer entrance-exam
subjects lower entrance-exam pass rates and easier graduation requirements (Hsuan-Fu Ho
Chia-Chi Hung 2008)
In order to verify whether such criteria are also indisputable preconditions for choosing
MU as a potential tertiary institution they should be included into the study questionnaire
As we can see that in secondary information there are many ways on how to improve
university standing and how to reach a customer But this information does not give us the
picture of Masaryk University customer why she chose MU what were the preferences to
choose it where she first time got to know about it and etc That is why for this part ndash to get
the picture of MU customer from primary data collection and then apply appropriate tools that
have been mentioned before would be a good combination for a successful marketing
campaign
24 Primary data
For the purpose of this study ndash increase MU attractiveness primary data has been
collected Researcher developed questionnaire which consists of 15 questions and randomly
gave out to international students The main goal of this questionnaire is to answer two
research questions set by researcher
1 On what element of marketing mix students relied more when choosing MU ―People
―Physical evidence or ―Processes
2 Does the possibility of domestic market employability after graduation plays the key role
for choosing MU
These two research questions will help to get a clue on how specifically to improve
attractiveness of MU
Data is analyzed by using excel Microsoft office application with support of various graphs
and tables It has been calculated that majority of respondents are current students in MU
which gives more in depth data describing university attractiveness
36
Graph 1 ―Identification of students` status
It is 62 of respondents stated that they are currently study in MU This will bring more in
depth data from the survey
Specializations have wider split up with two major elements Informatics and Medicine
amount to 32 and 27 accordingly Unfortunately there are no any students from sport
faculty As it has been mentioned respondents were chosen randomly so it can be obvious
that there is big amount of students studying or intend to study medicine and informatics
Graph 2 ―Identification variability of specializations
37
Country of origin table shows that students from Slovakia have majority Probably
because of country and national closeness to Czech Republic The second biggest majority is
students from United Kindom after them students from Russia and Hungary
Graph 3 ―Country of origin split up
Question number 4 relates to first research question (On what element of marketing mix
students relied more when choosing MU ―People ―Physical evidence or ―Processes)
which specifies the level of ―Process element in MU In general the level of handling phone
callemail is acceptable with 14 respondents answered as completely sufficient or completely
sufficient with additional information This shows that majority of students are satisfied with
first impression of contacting MU
38
Chart 3 ―Level of handling callemail inquiry
Question number 5 explains another element in first research question which is ―People It
is evident that for majority of students academic experience is the most important to know
about professors professionalism But it is also a big quantity of those who did not analyze
any information Five students responded that work experience in business sphere is a key
criteria to choose MU
Chart 4 ―Criteria for identifying professionalism of university teaching staff
The ―Process element is evaluated in question number six which explains the level of
administrative and bureaucratic functions in MU on the matter of convenience and usage
Number of courses
teachers offer
Quantity of
publication of
teachers
Work experience
in business sphere Academic
Experience Professional
title in
business
I didn`t analyze
any information
about academic
staff in MU
39
Chart 5 ―Convenience
On the chart it is shown that students rate these functions as convenient with only several
students who perceive it as rather inconvenient On the ―Usage chart it has also positive
trend representing that MU administrative and bureaucratic process is highly useful
Chart 6 ―Usage
Question number seven explains third element ―Physical evidence In graph below it is
obvious that majority of students do not check this element while choosing MU
40
Graph 4 ―Identification of processes element
69 replied negatively and 31 positively which means that this factor does not play a
key role in selecting university Majority of students rate MU facilities as comfortable It is
shown in the table below that eleven students rate facilities as good
Chart 7 ―Identification of physical evidence element
Question number nine encompasses several criteria which were taken from two elements of
marketing mix ―People and ―Physical evidence and some were not from this marketing
mix like ―ability to get employment in home country ―worldwide acceptable diploma
These two factors were taken from the second research question ―Does the possibility of
41
domestic market employability after graduation plays the key role for choosing MU Results
showed that students highly value ―ability to get employment in home country (16
respondents gave highest score) Also highly rated MU diploma as worldwide acceptable (15
respondents gave the highest score) Also for respondents it is important (with lower grading
score ndash ―4) ―Strong academic staff and ―Excellent laboratory facilities
Chart 8 ―MU criteria
Question number 10 includes set of common services that university provides to students
This question helps to understand what services MU provides sufficiently to students Results
showed that sufficient services that MU provides are almost all which have been mentioned in
the options list Only ―Small class sizes do not meet big majority expectations
a Ability to get
employment in home
country
b Strong
academic staff
d Library
facilities
c Excellent
laboratory
facilities
e Worldwide
acceptable diploma
42
Chart 9 ―MU services
Interesting results gave to the researcher questions number 11 which shows that mostly
students got to know about MU from internet search engines and from relativeslsquo advice
Graph 5 ―Media channel of MU
Question number 12 and 13 give overall satisfaction level with MU Question number 12
has been adopted from theoretical part which asks whether student is ready to enter university
again if heshe would have the same opportunity Question number 13 is double-checking this
statement Results are showing that majority of respondents would enter MU again and they
are satisfied with overall MU educational service
Reasonable
accommodation
Exchange
programs
Number of
modules
Small class
sizes
Internship
possibility
Research
environment Faculty
43
Graph 6 ―Choosing MU
Graph 7 ―General satisfaction of MU
Although researcher might observe big quantity of students who are relactant to answer
Graph derived from question 12 shows that half of respondents do not have such a strong
feeling to reenter MU The same situation is in general satisfaction of MU where 38
remained neutral
The last two questions deal with second research question And here results are varied
Graph 8 derived from question 14 depicts that MU degree is not that helpful for getting the
job back in home country Only 23 answered that degree surely will help to get a high paid
44
position 38 replied as ―probably yes 35 answered as ―not sure and 4 answered
―probably not So around 61 of respondents feel positive about successful employment
back home the rest are not that confident
Graph 8 ―Employability element
Graph 9 ―Employability element second question
If respondents replied positively on 14th
question then they were asked to state the reason
for this As it can be seen above high standard European education is playing a key role for
successful employment Also the rest of options have high scores too
45
RESEARCH REPORT
In the purpose of survey it was essential to understand which of three elements in
marketing mix (―People ―Processes and ―Physical evidence) students rely more and
therefore less while choosing MU According to study made in South Africa by Jonathan Ivy
there are seven elements in marketing mix which all equally important for improving
company attractiveness in service business Researcher of this study picked three out of
seven because they more closely respond to actual service oriented company The rest four
elements (product price promotion place) were existing before as traditional marketing mix
for all types of businesses So the element ―Processes uncovers with questions number 4 and
6 From the graphs it is obvious that students are satisfied with this marketing mix This gives
university strong point in attracting students Call email handling Information system
functionality and other bureaucratic functions work sufficiently well 22 students rated
callemail handling as positive Usage and convenience of different MU functional processes
are also positively appreciated with 13 students for convenience and 15 for usefulness From
this data it can be clearly stated that students do rely on effective functions of MU
Element ―People is identified in questions 5 9 and 10 Question 5 gives information that
students do not mainly rely on ―People element while choosing MU 9 students did not
analyze any information about professionalism of university teaching staff Meanwhile the
main factor on what students pay attention is academic experience of teachers But answers
for the questions 9 and 10 gives a tendency that students do rate criteria ―Professionalism of
teachers high but actually they give lower score for this actual criteria in question number
10 In question number 5 students chose different aspects of professionalism of teachers as a
criteria to enter MU Total score for professionalism aspects is 4+4+5+10+4=27 Also in
question number 9 criteria ―strong academic staff accumulates 17 points (it is taken only 4
and 5 levels of importance) But in question number 10 only students give only ten points for
―faculty as a sufficient service provided by MU It can be assumed that students had higher
expectation before entering into university that they have got
Element ―Physical evidence is seen as not important for respondents Graph for question
number 7 shows that 69 of students did not check elements of ―Physical evidence Also
majority of students rate university facilities as ―Good with opportunity to select ―Excellent
46
status (in question number 8) On the other hand students rate university accommodation and
research environment as high enough (question number 10) It can be concluded that during
the process of choosing university students do not rely heavily on ―Physical evidence But
they did get reasonable service in ―Physical evidence while studying in MU
Second research question states ―Does the possibility of domestic market employability
after graduation plays the key role for choosing MU After analysis of relevant graphs and
tables it became clear that this factor (possibility to get employed) is very important for
students So question number 9 gets the highest score (16) for criteria in choosing MU ndash
―ability to get employment in home country and also high score for ―worldwide acceptable
diploma Even though students rate possibility to get employed as the highest criteria to
enter MU 39 of students are not sure or don not think they will obtain high paid job back
home Here is the point to work for MU administration Students rely on high standard
European education and English language education as a key criterion for being confident in
getting well paid job (question number 15)
The data analysis process constitutes the following
1 MU has convenient and useful bureaucratic functions which are considered as a strong
point in delivering knowledge without obstacles It is difficult to identify the level of
―processes in organization but some points can be highlighted in promotion materials It can
be description of functionality of Information System or description of easy courses
registration
2 Element ―People has deviation in what is expected and what is delivered Students
have a bit higher expectations on the level of teaching staff experience and competence It is
recommended to do a deeper research on the reasons for this deviation But for now it can be
decided to arrange seminars or trainings for teacher to improve their marketing knowledge
and explain commercial tendency in market of high education
3 University ―Physical evidence is has strong rate of sufficiency The only problem that
students do not feel need to pay attention on this element Here MU administration should put
accent on Including pictures of libraries with free Wi-fi canteens computer labs which have
good and pleasant conditions
4 The most important criteria for students to choose MU is high possibility to get
employed at home But this perspective lacks consistency because there is significant amount
of students who remain uncertain in the future employability This gap can be solved by
successful decision making of three elements above ―People ―Processes and ―Physical
47
evidence But it is recommended to conduct further survey questioning the reasons of
students` uncertainty in future employability Maybe the reason is not related to some weak
points in marketing mix but the problem in home countries itself (political instability
nepotism etc)
To sum up the general situation in four factors mentioned above ―processes should be
promoted to international students as a smooth tool in obtaining degree ―people should go
through training on how to deliver lecture in contemporary commercial world of high
education market ―physical evidence should be mentioned in promotion of MU ―student
employability will be interrelated with ―people plus MU has to install closer relationship
with international companies (internships provision seminars with company representatives
professional lectures from leading companies etc)
Secondary information has also a great help in increasing university attractiveness
Viral marketing can be applied to MU because question number 11 shows that internet search
engine is a key tool how students found about MU There is a video of experience Brno life
among Erasmus Students which can be remade as a good promotion video of student life on
campus For Masaryk University very effective tool will be Google Analytics giving a wide
scope of techniques on how to track differentiate and analyze visitors ―Google Analytics is
the enterprise-class web analytics solution that gives rich insights into the website traffic and
marketing effectiveness Powerful flexible and easy-to-use features now give opportunity to
see and analyze your traffic data in an entirely new way With Google Analytics it is easier to
write better-targeted ads strengthen marketing initiatives and create higher converting
websites (Google Analytics website)
In general MU marketing politics should involve techniques mentioned by Jarvis J in his
book ―What Would Google Do Companies must learn that they are better off when they
cede control to their customers Give us control we will use it and you will win
Also it is important to read blogs There are search engines for blogs like Technorati
Icerocket Google Bloglines Pub-sub where MU marketing officials can search for MU
discussion groups or some topics
MU officials should constantly maintain ―conversation with current students It is a good
idea to start communication with those bloggers who care enough to talk about MU products
and service and brand The least MU officials can do is engage them and join the
conversation Even further step can be done Ask consumers what they think MU
48
administration should do MU will end up with better products and do a better job selling
them to more satisfied customers who can even help each other if MU officials let them
Next it will be effective to start university blog where students openly and forthrightly
share the problems and the solutions as they occur There is no reason why a university dean
should not open a direct conversation with the public That will do more to change the
culturemdashto finally make it customer-focused and mean itmdashthan a dozen consultants a
hundred off- sites or a million ad impressions
During of development process of some programs or anything in university it is better to
involve students in this process also
The last but not the least is links on the website of MU There are three links on the ESF
faculty One of them is ―Review of economic perspectives ―call for papers and Citi Bank
banner There should be more links to Headhunters conferences industry associations
current job opportunities etc This gives website alive image and helpful time spending
49
CONCLUSION
This study has been conducted in favor of future Masaryk University prosperity in the
current commercial world Researcher had a strong motivation to give helpful secondary and
primary information which will foster university educational process in the frames of
contemporary world
Of course any research comes up with further recommendations to analyze questionable
matters in results obtained Researcher believes that this work is just another step to constant
need of self-improvement
Researcher advices to put more accent on IT support to promote university image and
therefore increate its attractiveness (Harry Hayward 2011) mentioned that 80 million hours
of video loaded to YouTube every minute So there is high potential for promotion Viral
video of MU will hit several aspects of university improvement brand product suite
differentiation lifestyle according to Dr DJToncich Apart of that it is recommended to
build system of values believes and attitudes among students and university staff and
promote this in the future According to Dr Mark Putman it is essential nowadays to educate
university staff about strategic role of marketing and branding Website analytics would be
useful for measurement and marketing analysis Search optimization engine is another tool on
how to maintain university webpage in the top 10 results in Google chrome or other web
search engines On YouTube there is option to post advertisement of a company only in the
videos which are related to the sphere of products or services company offer So MU might
sign a contract of including its advertisement on videos which has key words as ―education
―high ―in English etc
According to primary data obtained it is obvious that several aspects in MU marketing
mix do not match high criteria among students Once one factor ―People would be solved
through trainings and constant updating knowledge of personnel another interrelated problem
will be offset ndash ―Employability But there is no any research done on interdependence of
these two factors so for further analysis of situation another research should be taken The
main purpose of this research would be identification of cause and effect linkages between
50
―People ―Employability and other factors which influence studentslsquo ability to get high paid
job back home And there are a lot of those factors starting from political situation in the
country to the level of corruption and nepotism
MU has potential to improve its educational process as we do the students because we are
the main customers for our university But one thing should not be forgotten and it is
companies which have strong notion about reality in one or another specialization That is
why my last advice for Masaryk University is to appeal as a liaison entity between students
and companies
51
REFERENCES
Barabba Vincent P Zaltman Gerald 1991 ―Hearing the Voice of the Market Competitive
Advantage Through Creative Use of Market Information Chapter 5
Conway Tony Stephen Mackay David Yorke (1994) Strategic Planning in Higher
Education Who Are the Customers International Journal of Educational Management
Vol 8 Iss 6 pp29 ndash 36
Cooper Donald R Schindler Pamela S 2003 ―Business research methods 8th ed
Dillman Don A 2000 ―Mail and Internet Surveys The Tailored Design Method 2nd
Edition New York
Dekeba Alemayehu 2003 ―Basic of Marketing Research Methods
URL httpwwwglobuszcomebooksMarketingResearchindexhtm
Hemsley-Brown JV and Oplatka I2006 Universities in a competitive global marketplace
a systematic review of the literature on higher education marketinglsquo International Journal
of Public Sector Management Vol 19 No 4 pp 316-338
Harry Hayward ―The power of digital storytelling 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Hair Joseph F - Bush Robert P - Ortinau David J ―Marketing research within a changing
information environment 3rd ed2006
Hsuan-Fu Ho Chia-Chi Hung Marketing mix formulation for higher education An
integrated analysis employing analytic hierarchy process cluster analysis and
correspondence analysis International Journal of Educational Management Vol 2 Iss
4 2008
Jarowski Ajay K Kohli and Arvind Sahay 2000 ―Market ndash Driven Versus Driving
Markets Journal of the Academy of Marketing Science 45-54
Johnson Bob ―Mobile marketing in higher education getting ready for 1012 and beyond
2011
URLhttpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Jarvis J ―What Would Google Do Adobe Acrobat eBook Reader 2008
52
Jonathan Ivy A new higher education marketing mix the 7Ps for MBA marketing
International Journal of Educational Management Vol 22 Iss 4 2008
Kotler Philip Fox Karen FA 1985 Strategic Marketing for Educational Institutions
Mora Michaela ―What Is Statistical Significance 2011
URL httprelevantinsightscomtagsample-size
Nha Nguyen Gaston LeBlanc 2001 Image and Reputation of Higher Education Institutions
in Studentslsquo Retention Decisions International Journal of Educational Management
Vol 15 Iss 6
URL httpwwwemeraldinsightcomjournalshtmarticleid=838798amp
Oppenheim ldquoQuestionnaire Design Interviewing and Attitude Measurementrdquo 1992
Oud Jacqueline 2004 ―Market research versus marketing research
Pimpa Nattavud 2003 ―Internationalization and trade in higher education opportunities and
challenges
Putnam Mark ―Do you drive the agenda or go along for the ride 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Rakhee Vyas Anne L Souchon 2003 Symbolic Use of Export Information A
Multidisciplinary Approach to Conceptual Development and Key Consequences
International Marketing Review Vol 20 Iss 1 pp67 ndash 94
URL httpwwwemeraldinsightcomjournalshtmarticleid=855530
Rich Lyons ―Authentic branding how creating a school brand with culture and curriculum
just might help save us 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Robert S Michael ―Inquiry amp Scientific Method 2002
URL httpwwwindianaedu~educy520sec5982week_1inquiry_sci_method02pdf
Rodriguez G ―5 Questions to Help You Understand Your Customer 2004
URL httpwwwpowerhomebizcomvol146customerhtm
Sekaran Uma Bougie Johan Roger Gisbert2009 ―Research Methods for Business a Skill
Building Approach 5th ed
Singleton Royce A Jr and Bruce C Straits 1999 Approaches to Social Research (3rd
Edition) New York Oxford University Press
Smith Scott M Albaum Gerald S 2005 ―Fundamentals of Marketing Research
Snyder Bruce ―Maximizing the power of web analytics 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Toncich ―Study and Learning in the Australian University System
53
URL httpwwwdoctorteenetfilesunibook04_ppdf
WEBSITES
Experiment-Resourcescom ―Comparing Quantitative and Qualitative Research 2009
URL wwwexperiment-resourcescomquantitative-and-qualitative-researchhtml
Higher Education Marketing Company Canada
URL httpwwwhigher-education-marketingcomcontact
Google Analytics website
URL httpwwwgooglecomintlenanalytics
54
Appendix A Questionnaire
Dear respondent this questionnaire is created in terms of Master`s degree diploma thesis The main goal of
this survey is to improve Masaryk University attractiveness by deriving the reasons for choosing Masaryk
University in obtaining a degree The answers will be kept as confidential and would not be used in any
other purposes other than for this research If you would have any questions regarding the results of this
survey please contact me
Ilya Shaiderov (380502mailmunicz)
Thank you for your cooperation
1 Are you a current or prospective student ____________________
2 What specialization you are obtaining or intend to obtain in MU ____________________
3 Please specify your country of origin ____________________
4 Please rate the level of handling your first phone callemail inquiry by MU staff (only if it is
applicable to your case)
1 2 3 4 5
5 While considering MU as an option to study what criteria did (do) you analyze to check
professionalism of university teaching staff (you may choose several options)
a Number of courses teachers offer
b Quantity of publication of teachers
c Work experience in business sphere
d Academic Experience
e Professional title in business
f I didn`t analyze any information about academic staff in MU
No response
Insufficient response
Sufficient enough
Completely sufficient with additional information
Completely sufficient
55
6 (Only for current students) Could you characterize the process of courses registration usage of IS
system and other administrative and bureaucratic functions of university (please choose one in each
scale)
Convenience
1 2 3 4 5
Usage
1 2 3 4 5
7 (For both current and prospective students) While choosing MU did (do) you check quantity of
books in university library accessibility of electronic databases new editions of study materials
overall quality of library
Yes
No
8 (Only for current students) Please rate MU facilities (buildings classrooms computer labs etc) on
the matter of ―comfortability
1 2 3 4 5
Excellent Good Sufficient Not enough Bad
Completely Convenient
Rather Convenient
Convenient Rather Inconvenient
Completely Inconvenient
Completely Useful
Rather Useful
Useful Rather Useless
Completely Useless
56
9 (For both current and prospective students) How do you rate the following factors as criteria for
choosing MU (1- least important 5 ndash most important)
a Ability to get employment in home country
b Strong academic staff
c Excellent laboratory facilities
d Library facilities
e Worldwide acceptable diploma
10 Please choose (mark ―V) services that MU sufficiently provides to you as a student (in case you
are prospective student - should be provided)
___ Reasonable accommodation (covered by student)
___ The number of modules in the degree and big variety of elective courses
___ Student exchange programs
___ Research environment (sufficient up to date study materials computer labs laboratories etc)
___ Small class sizes
___ Internship possibility
___ Faculty (profound selection of PhD and profession specialists)
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
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e
n
t
o
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t
3
T
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p
e
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o
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e
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o
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e
4
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5
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4
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o
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1 2
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q
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f
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o
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3
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a
q
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o
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4
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e
a
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o
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r
o
m
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e
d
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m
e
n
t
5
[
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p
e
a
q
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o
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r
o
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h
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m
e
n
1 2
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a
q
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o
t
e
f
r
o
m
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e
d
o
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m
e
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3
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e
f
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o
m
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e
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4
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e
a
q
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o
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e
f
r
o
m
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d
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c
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m
e
n
5
[
T
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a
q
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f
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o
m
t
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o
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e
1 2
T
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p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
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n
3
T
y
p
e
a
q
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o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
4
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
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c
u
m
5
[
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
57
11 From what source you first found out about Masaryk University
a Website search engine
b Advice of friends parents etc
c TV
d Newspaper please specify____________
e Journals please specify____________
f Billboards
g Website banners please specify website_______________
h Other source__________________________
12 (Only for current students) If you had do it over again would you still choose MU If not please
specify why
a Yes
b Not sure
c Probably would
d Probably would not (please specify why)
__________________________________________________________________________________
__________________________________________________________________________________
________________________________________________________________
13 (Only for current students) Please describe your level of general satisfaction with university
a Not satisfied at all
b Neutral
c Satisfied
d Very satisfied
58
14 (For both current and prospective students) Do you think MU degree will help you to get above
average salary in your home country
a No b Probably not c Not sure d Probably yes c Yes
15 If you think that MU degree helps to get well paid job in your home country what might be
reasons for that (more than one reason can be selected)
a High standard European education d Possibility to pass internship in Europe
b Degree specialization choice e Other_________________________
c Education in English language
8
4) Alternative courses of action
5) A set of consequences that relate to courses of action and to the occurrence of events not
under the control of the manager
6) A state of uncertainty as to which course of action is the best (Smith Albaum 2005)
Objectives have wide scope of variability starting from profit increase to serviceproduct
improvement ―The fewer the objectives of any study the easier it is to keep track of progress
toward the objectiveshellip Objectives vary from jointly agreed-upon corporate objectives to the
individual objectives of each employee (Smith Albaum 2005)
Environment of the problem can be related to the market research because it encompasses
such aspects as level of income and rate of growth in the market degree of competition and
government regulation Upon that it might also consider consumer tastes and preferences
Environment has a wide set of factors so researcher should define those factors which are
relevant to the problem
Method of Inquiry
The next stage in marketing research process is method of inquiry or method of
investigation The most objective and reliable is scientific method This method is effective
during the starting point and during the process of results check The main and most profound
characteristic of this method is objectivity It consists of the steps listed below
1 Observation and description of a phenomenon or a group of related phenomena An
investigator has little of prior information This is the stage when qualitative methods may
provide considerable information about what-is
2 Formulation of a hypothesis to explain the phenomena In educational research the
hypothesis is often a question about the relationship between or among variables that may
influence learning The hypothesis may be one that merely asks whether a relationship exists
(correlation research) or the hypothesis may state a cause-and-effect relationship
3 Predict the existence of other phenomena using the hypothesis or predict the results of new
observations
4 Conduct experimental tests of the predictions by several independent experimenters who
use proper experimental methods (Robert S Michael 2002)
9
Research Method
In addition to method of inquiry researcher should select research method There are two
types of research methods experimental and nonexperimental In former type of method
researcher can intervene into research experiment and control external variables It is vice
versa in nonexperimental method (Smith Albaum 2005)
Research Design
Another step in marketing research process is research design which is considered as
specific methods and procedures to obtain information needed Research design stipulates
what information to collect from what sources and using what procedures The key marker of
successful design is whether information collected relates to research problem along with
objectivity and efficiency There are three classes of designs ndash exploratory descriptive and
causal In exploratory design researcher identifies and formulates problem along with
development of alternative courses of action It is also considered as a first step in a broad
study in order to get sufficient knowledge and narrow down the problem area Sequence in
exploratory studies lead to three steps
Search of secondary information
Interview experts in a given field
Checking similar situations
Descriptive research design is more narrowed in contrast to exploratory one In former
specific research questions are postulated already The research problem is familiar and
specific This research is preplanned and structured Descriptive research covers such areas as
product research promotion research distribution research and pricing research
Causal studies help to predict causes of deriving such hypothesis The key purpose here is to
define relationships of causal factors to the effects of our prediction Researcher might build
a chart depicting several possible factors that brought situation to a current condition If there
is only one factor this would directly have influence on the situation If there is more than one
factors it is time to verify which one of those led to situation change This approach is called
casual relationship If there is only one factor there might be applicable deterministic
causation Another type of causal studies in probabilistic causation which is expanded version
of deterministic causation with more than one variable (Smith Albaum 2005)
In marketing research sources of information vary but serve as a tool to decrease uncertainty
and check hypothesis There are secondary sources respondents natural experiments
10
controlled experiments and simulation Secondary sources are taken from external
organizations which conducted research with similar purposes Usually it is statistical
committees government bodies NGO`s and etc Respondents also serve as a source of
informative and behavioral information Experiment usage might also bring valuable
information Sometimes it is better (high expenses time shortage) to implement simulation to
a certain situation Simulation is considered as a set of techniques for manipulating a model of
some real world process to find numerical solutions useful in the real process being modeled
(Smith Albaum 2005)
Selection of data collection techniques
Information itself is divided into three categories primary secondary and commercial
Secondary information is gathered by passing actual research conduction Primary
information is coming from data collected by investigator and serve as a main answer to
research question Commercial data is collected by marketing agencies and contains primary
and secondary information
It is better to start collecting secondary information first because it is less expensive and it
can offset the need of doing own research Even though if it will not solve the problem
secondary information can clarify the problem in more detail and help to develop advices to
research questions Also help in planning the gathering of primary data and defining the
population and selecting the sample
Secondary Information
Secondary information has two types ndash internal and external Internal information can be
found within the company past researches and report whereas external is outside of the
company Using internal secondary information will shed light on model and size of product
by area kind of account and industry medium amount of sales by area sales volume
percentage share of sales by product model product size etc External secondary information
allows verifying overall size of market characteristics of market features of competitor
products prices and promotion (Smith Albaum 2005)
Primary Information
The major source of marketing research is primary data In the process of gathering this
data researcher deals with respondent Respondent is a person who provides answers to the
11
questionnaire developed by researcher Answers are not the only findings that can be
collected in primary data collection Respondentslsquo behavior is another key aspect to observe
and analyze future choice of consumer
The main advantage of primary data collection is itlsquos up to date information which respond
researcherlsquos main criteria ndash the extent of the obsolescence of collected data That is why
primary data gives more realistic view to the researcher Another advantage is that primary
information can be collected in varied ways from interview to email questionnaire This gives
researcher flexibility in choosing process Cost and time spend to acquire this type of
information varies It can be attributed to the quantity of respondents should be asked their
accessibility in terms of location and etc So it is the researcher who decides whether to
collect primary data or not based on availability of secondary data time and budget of
research
The main disadvantage of primary data collection is incorrect questionnaire design
(questions answer options place of survey and etc) If doing so researcher may mislead
himself in data analysis and come up to a wrong conclusion Time might be another aspect to
consider as disadvantage for collecting primary data There is higher possibility to obtain
statisticalmarket research from some agency already prepared rather than spending time in
collecting surveys analyze them and synthesize to make final conclusion The best option is
of course to attain secondary information about the topic and then based on its outcomes
collect primary information
In this study will only be included quantitative techniques Questions will be included to
derive attitude to contemporary high education among students
Sample Design
It is rare that in marketing research the whole population is analyzed Sample is mainly a
small representative group of people that reflects all potential consumers Sample selection is
derived from consideration of the relevant systematic and variable errors that might occur
during the research process (Smith Albaum 2005) ―There are several compelling reasons
for sampling including (1) lower cost (2) greater accuracy of results (3) greater speed of
data collection and (4) availability of population elements There are two types of sampling
to choose nonprobability and probability sampling Probability sampling is based on the
concept of random selection ndash a controlled procedure that assures that each population
element is given a known nonzero chance of selection In contrast nonprobability sampling is
12
arbitrary and subjective Each member does not have a known nonzero chance of being
included (Cooper Schindler 2003)
Analysis and Interpretation of Data Collected
The first step in processing of data is editing of complete schedulesquestionnaires Editing
is a process of checking to detect and or correct errors and omissions Editing is done at two
stages first at the fieldwork stage and second at office
Field editing
During the stress of interviewing the interviewer cannot always record responses
completely and legibly Therefore after each interview is over he should review the schedule
to complete abbreviated responses rewrite illegible responses and correct omissions
Office editing
All completed schedulesquestionnaires should be thoroughly checked in the office for
Completeness accuracy and uniformity
Coding
Coding means assigning numerals or other symbols to the categories or responses For
each question a coding scheme is designed on the basis of the con med categories The coding
schemes with their assigned symbols together with specific coding instructions may be
assembled in a book After the transcription of data is over data are summarized and arranged
in a compact form for further analysis This process is called tabulation
Tabulation
Thus tabulation is the process of summarizing raw data and displaying them on compact
statistical tables for further analysis It involves counting of the number of cases falling into
each of several categories
Tabulation can be done by hand or by mechanical or electronic devices The choice depends
upon the size and type of study cost considerations time pressures and the availability of
tabulating machines or computers In this project tabulation and statistics will be done by
using Microsoft excel spread sheet (Debeka 2003)
The Research Report
―Results of the research can be described in short or in long reports Short reports are
appropriate when the problem is well defined is of limited scope and has a simple and
straightforward methodology Short reports are about five pages Long reports are of two
13
types Technical report is written for an audience of researchers And management report
written for the nontechnically oriented manager or client (Cooper Schindler 2003) This
paper is considered to be a tool for a managing director (dean) of the university who might
not have research background so the results of the research will be represented as managerial
report
14 The Research Plan
Research plan is needed to organize everything in a way that each stage would clearly
derive from the previous one It is a tool to control and follow up all procedures of research
project It starts off with stating objectives (primary and secondary) then problem analysis
(includes research problems questions hypotheses interconnection between objectives and
problem) Research design is next one It has four subsets (1) research methodology (how the
research will be made) (2) research techniques (methods and procedures for data gathering)
(3) sample design and selection (what is the size of sample is there any subsamples how you
will make sure that it is representative sample How the sample size was determined) The
fourth stage of research plan is proposed analysis (tabulation procedures cross-analysis
tabulations and their reasons type of statistical analysis) (Smith Albaum 2005)
15 Measurement
In marketing research measurement plays a key role Accurate measurement of variables
brings to right results and therefore to right management decisions The main goal of accurate
measurement is to characterize customers` attitude toward a product ―Researchers use the
measurement process by assigning either numbers or labels to (1) people`s thoughts feelings
behaviors and characteristics (2) the features or attributes of objects (3) the aspects of ideas
or (4) any type of phenomenon or event using specific rules to represent quantities andor
qualities of the factors being investigated For example to gather data that will offer insight
about people who shop for automobiles online (a marketing phenomenon) researcher collects
information on the demographic characteristics attitudes perceptions past online purchase
14
behaviors and other relevant factors associated with these people (Hair Bush Ortinau
2006)
Two of the primary criteria of evaluation in any measurement or observation are
Whether we are measuring what we intend to measure
Whether the same measurement process yields the same results
These two concepts are validity and reliability Reliability is concerned with questions of
stability and consistency - does the same measurement tool yield stable and consistent results
when repeated over time Validity refers to the extent we are measuring what we hope to
measure (and what we think we are measuring) To apply these concepts to social research
we want to use measurement tools that are both reliable and valid We want questions that
yield consistent responses when asked multiple times - this is reliability Similarly we want
questions that get accurate responses from respondents - this is validity (Smith Albaum
2005)
16 Designing Questionnaires
After determining established set of scale measurements it is the time to format them into
an instrument for collecting raw data from respondents The purpose of designing reliable
questionnaire is to collect high quality primary data which can be easily transformed into the
information for the manager The main principle in developing questionnaire is its logic
objective and consistent approach rather than creative way of questions development
Everyone understands that words go into questions and that questions go into questionnaires
but not everyone understands that writing questions does not give you a questionnaire (Hair
Bush Ortinau 2006)
During the procedure of formulating and asking questions response nonresponse errors
occur Nonresponse errors can occur due to the length of questionnaire or questions their
complexity or inclusion of personal questions To avoid such type of error it is necessary to
use innovative way of questions formulation by keeping them concise and in the same time
sufficient enough The next step is to shuffle up the formats of questions to keep interest of
respondent to answer Keeping respondent well informed about directions of each part of
questionnaire is also important Researcher should put emphasis on style and format of
questionnaire (font color of paper graphic attributes etc) The final aspect is numbering the
questions to help keep track for both researcher and respondent
15
Response error rise when the actual value of variable contradicts with one in the report
This error can rise from both sides researcher or respondent Respondent is considered as a
person who provides information through communication (interviews questionnaire) or
observation (researcher observe behavior of respondent) Response error though can occur
during one or both of those processes To verify reasons of errors researcher should analyze
steps in delivering information The first one is information formulation and the second is
information transfer Inaccuracy happens during formulation step and ambiguity during
information transfer to respondent (Smith Albaum 2005)
17 Inaccuracy
Inaccuracy as a cause of questionnaire design means that false report is obtained from the
attitudes preferences beliefs feelings of respondent Questions and scales must be used that
enable to get the whole picture of respondent perception on the matter rather than to get a
fragment of his perception Accuracy itself refers to the degree to which the data provide the
researcher with a description of the true state of affairs From this point ―questionnaire design
precision rise up which is the extent to which a questionnaire design can reproduce similar
results over repeated usages (Hair Bush Ortinau 2006)
There are two types of inaccuracies predictive and concurrent Former one is caused by
inaccurate intentions of researcher during problem formulation Concurrent inaccuracy
happens when respondent intentionally provides inaccurate information
Inability to respond and unwillingness to respond are the most common concurrent
inaccuracies Inability to respond happens when question is posed the way it is hard to answer
without certain actions of respondent (check look up some features of product in question)
These problems might occur if respondent does not remember product features questionnaire
is unrealistic badly designed or directed to improper person Also if construction of questions
is developed with misuse of words or general terms
―Unwillingness to respond deals with motivation of respondent Respondent will not
provide accurate or any information due to several costs One of them is time costs which
require respondent to spend time for questionnaire completion So if respondent is busy or
questionnaire is too long she would answer the questions as quick as she can without paying
attention to accuracy For this reason questionnaire section will contain this phrase ―Do you
16
have time now to answer questions or would you rather set a time when I could contact you
again
Second problem is perceived loss of prestige Some questions might influence prestige of
respondent and then he tends to answer in a way not to lose his prestige which leads to
inaccurate answer Examples of areas which involve prestige level is age income educational
level and job position The main key to solution of this problem is to ask for information
twice in different ways
Third area of questions that might bring to unwillingness to respond is invasion of privacy
If questions touch private information about respondent inaccuracy and nonresponse take
place Such area includes questions about family matters income and money attitude finance
respondent hygiene political views religion and etc In this case indirect questions can help
or in case of direct questions still have to placed they should be included in the end of
questionnaire (Smith Albaum 2005)
18 Ambiguity
Ambiguity is considered as errors in constructing written and oral words or behavior
Inaccuracy errors occur during the formulation of information whereas ambiguity errors
happen during transfer of information through communication or observation Unambiguous
situation is the one where researcher asks question and respondent answer based on the same
meaning of words In this case two phase process takes place When question interpreted by
respondent has the same meaning as it is in interpretation of researcher And answer by
respondent is understood the same way as by researcher (Smith Albaum 2005)
―The language of the questionnaire should approximate the level of understanding of the
respondents The choice of words will depend on their educational level the usage of terms
and idioms in the culture and the frames of reference of the respondents If some questions
are either not understood or are interpreted differently by the respondent the researcher will
obtain the wrong answers to the questions and responses will thus be biased Hence the
questions asked the language used and the wording should be appropriate to tap respondents`
attitudes perceptions and feelings (Sekaran Bougie 2009)
Also implicature is an issue related to ambiguity when researcher is using elliptical
sentences (starting with ―Why ―What ―How) and respondent fill in the missing content
17
by herself In standardized interviews respondent should interpret questions as he can which
leads to miscommunication and wrong results So conversational interviewing is when
researcher is trying to explain the meaning of question and not influence the answer (Smith
Albaum 2005) Interview refers to qualitative method to obtain data this study has
quantitative research so it becomes crucial to construct clear and concise questions For this
purpose there will be pretest of questionnaire research by giving out it to my friends and get
feedback Another way to track understanding level of respondent is to set sub questions in
questions which contain highest probability to mislead respondent By simply asking the level
of question comprehension (good or fair) researcher can identify the level of ambiguity in
answers and track those answers which are answered with ―good level of understanding
Question form and question wording has certain relationship to ambiguity
There are four questionanswer types
1 Free answer (open-ended text)
2 Dichotomous and multiple choice answers (select k of n)
3 Rank order answers
4 Constant sum answers
1 Free answer questions imply that respondent will give full answer to the question in his
own words This type of questions require respondent to have ability to express completely
and concisely That is why free answers have great extent of ambiguity during interpretation
process
2 Dichotomous and multiple choice answers are the most common in questionnaires
development General form for both of these answer types is selection of ―k optional answers
out of ―n available ―Select exactly 1 of n Answers is one of such type of answers This is
simple form where k=1 and n is up to researcher desire In dichotomous question options (n
values) range into two extremes (―Yes ―No ―In favor ―Not in favor ―BuyDo not buy
etc) Multiple choice answers are just an extension of dichotomous questions Multiple choice
questions may require selection of several ―k out of ―n possible answers or selection
unlimited amount of ―k answers out of given ―n options
3 Rank order answers allow to put gradation to answer options This type of answers
characterizes data on the most prevailing option and the one which has the least importance to
18
respondent Typical questions can include determining ranking of preferences first to last
most current to least current and etc The most common bias here is that first optional answer
in the question has more chances to be selected Also tied rankings may cause another
problem of data weakening When it is allowed to rank several answer options into one
ranking level it is impossible to determine results out of this answer For the efficiency
purposes maximum of answer options given in rank order questions vary from five to seven
If it is more than seven it is hard for respondent to identify clearly the right ranking order
4 Constant sum question is the form of ranking using allocation of one hundred percent to
the options containing reasons for the statement asked It can be options for the reasons of
company product purchase (Smith Albaum 2005)
Also to create a good questionnaire researcher should include ―positively and negatively
worded questions Instead of developing all questions positively it is better to mix them with
negatively worded questions to reduce the probability of mechanical filling the questionnaire
by respondent ―A respondent who is not particularly interested in completing the
questionnaire is more likely to stay involved and remain alert while answering the questions
when positively and negatively worded questions are interspersed in it For instance if the
respondent has circled 5 for a positively worded question such as ―I feel I have been able to
accomplish a number of different things in my job he cannot circle number 5 again to the
negatively worded question ―I do not feel I am very effective in my job hellip The use of
double negatives and excessive use of the words ―not and ―onl should be avoided in
negatively worded questions because they tend to confuse respondents (Sekaran Bougie
2009)
19 Hints to improve quality of questionnaire
A Neutrality and don`t know or no opinion
It is an option given to respondent to remain neutral to the question provided Once third
option is included researcher does not force respondent to answer and it makes questionnaire
more polite to respondent Based on the nature of the question researcher may include such
options like ―don`t know ―no opinion or ―not applicable ―Don`t know might be
attributed to question dealing with some facts whereas ―no opinion can be attributed to a
19
certain attitude of respondent If such type of option will be included it is important to
increase sample size because of increased probability for respondent to choose neutral answer
B Dichotomous questions
It is the easiest type of questions for respondents It is considered as a question with
average probability for being ambiguous But it has the lowest probability of being ambiguous
among free-answer questions and multiple-choice questions
C Multiple choice questions
The researcher has two options if she wants more detailed information in a certain
question It is to create multiple choice question or free-answer question Usually multiple
choice questions are more complex and longer than the other two (dichotomous and free-
answer) Ambiguity in such type of questions derives from inability to formulate mutually
exclusive alternatives Another reason for ambiguity is limitation of the chosen answer
Respondent should select only one option which most widely answers the question For this
reason researcher may offer to select as many options as respondent wishes There is a table
below which shows relative probability of ambiguity related to form of question
Table 1 ―Form of Question and Relative Probability of Ambiguity (Smith Albaum 2005)
D Question wording
Selection of right words plays important role in questions development So in wording
choose researcher should be extremely careful Ambiguity in wording has several sources
Question length
Respondent unfamiliarity with some words
Relative Probability of Ambiguity
Form of Question Question Answer
Free-answer Lowest Highest
Dichotomous Average Lowest
Multiple-choice Highest Average
20
Ambiguity of context
Two questions included in one sentence
Too broad questions
If questions are too long this will confuse respondent and affect data accuracy For this
reason researcher should keep questions concise and clear If some words in question are
unfamiliar to the respondent this will also lead to confusion and inability to provide right
information So in case of scientific wording in questionnaire and non-homogeneous
backgrounds of respondents low level of vocabulary should be used Also researcher should
verify whether questions imply only one matter in order not to mislead respondent Questions
that lack specificity should also be avoided Those questions are developed with general
words like ―how often for example
In general researcher must provide alternative question wording pretesting and
verification by observation In alternative question wording first have of sample group may
get options in one order and the second one in reverse order Once questionnaire is ready
pretesting is another good way to decrease ambiguity Only one concern here is to choose
relatively the same group of respondents as it will be in the real research By close
communication with respondent in pretesting step researcher can determine some troubles
misunderstandings arose during this step And last advice is verification by observation
Researcher can (where it is possible) verify answers of respondents by observing their actions
related to questions answered It is not the easy activity so only those questions will be
verified where it is possible to do so (Oppenheim 1992)
110 Sampling procedures in Marketing Research
―Sampling is a selection of small number elements from a larger defined target group of
elements and expecting that the information gathered from the small group will allow
judgments to be made about the larger group The main idea of sampling is that a decision is
based on the assumption that the smaller portion or sample is representative of the larger
population (Hair Bush Ortinau 2006)
There should be a strict order in defining sample for research
21
Chart 1 ―Defining Sample
Sampling procedure starts with defining of population Population is amount of units
(individuals legal entities households) which has one or more similar feature among each
other In order to specify population researcher should answer such questions as what kind of
units (elements of analysis) to be included where they reside or their origin and when
(dimension of units in terms of timeframe) Population should be defined as precisely as
possible At the moment of finalizing population definition investigator decides whether it is
necessary to investigate the whole amount of population (census) or a part of it (sample) The
choice depends on the size of population If the size of population is small census can be an
optimal option otherwise should be created sample
Sample design includes type of sample sampling unit and sample frame Majority of
samples are selected by choice of investigator as non-probabilistic method Where
investigator selects elements of sample in terms of convenience availability and own
judgment Researcher uses table or any other random selective device for the probable
method (Smith Albaum 2005)
Define population
Sample design
Sample size
Estimate costs of sampling
Census vs Sample
Execute sampling process
22
―Sampling unit is the basis of the actual sampling procedure It is that segment of the
population actually chosen by the sampling process The sampling unit may contain one or
more population elements That is these units may be individual elements or aggregates of
individual elements (Smith Albaum 2005)
Sample frame is considered as a list of elements of the population For instance it can be
list of characteristics of elements which are expected to pass the interview or fill out
questionnaire In a perfect case sample frame should determine each population element once
and should not include those elements which are not in the population criteria There several
options below of inaccurate sample framing process
Chart 2 ―Sample Framing Processes
A Incomplete
Sampling frame
B Too Comprehensive
C Combination
Sampling frame Population
Sampling frame Population
Population
23
There is also set of questions to ask during generation of sampling list
Does the list contain everyone in the survey population
Does the list include names of people who are not in the study population
How is the list maintained and updated
Are the same sample units included on the list more than once
Does the list contain other information that can be used to improve the survey
(Dillman 2000)
There are four traditional approaches for the determining sample size
1 Arbitrarily or judgmentally determined
2 Minimum cell size in analysis
3 Based on budget
There are two types of costs in sampling process fixed and variable Fixed costs are those
which are determined and constant Variable costs depend on the volume of study being
conducted The dashed line in the upper graph shows interrelation between costs and sample
design If costs are too high researcher reconsiders sample design or sample size
The last step is actual choice of sample There are two main criteria for this process
sample must be adequate and representative For the sample being representative means that it
reflects overall characteristics of the whole population Adequacy is sought in sufficient
amount of elements selected to provide stable results Also there are two types of sampling
designs probability and non-probability samples Non-probability sampling differs from
probability sampling on the basis that in non-probability sampling the sample elements do
not have a known nonzero chance of being selected for the sample In probability sampling
each element has a known and equal probability of selection This study incorporates
probability design because there are no any predisposed respondents (Smith Albaum 2005)
111 Editing Coding and Descriptive Analysis
―Completed questionnaires or other measurement instruments must be edited coded
entered into a data set for processing by computer and carefully analyzed before their
complete meanings and implications can be understood (Smith Albaum 2005)
24
The main reason for this process is converting data obtained into information which will
provide inferences and answers to research question A certain sequence is needed to perform
successful data analysis In short there should be definition of response categories at first
then editing and coding and at last tabulation All these three steps will be implemented in the
practical part
112 Research Errors
In any research errors will occur so management of errors must apply Errors can arise in
any stage of marketing process from problem formulation to report development It is a goal
of investigator to minimize those errors The value of total error is comprised of sampling
error plus non-sampling error Sampling error (usually called as random sampling error) is the
difference between planned sample and the list of interviewees it is formed Non-sampling
errors are those which are not related to the sample itself Usually non-sampling errors related
to sort of bias as the difference between the true value of that which is being measured and the
average value derived from a number of independent measurements of it There are eight
major types of errors
Population specification ndash difference between required population and population
chosen When researcher chooses inappropriate population for the data collection
Sampling difference between required sample and the one that has been selected
When sample does not represent the population selected by using probability sampling
method
Selection error usually occurs when researcher pick up respondents whom she knows
who is more pleasant in general who is easily reached This tendency deviates real
population selected
Frame error Sample frame is a set of representatives of population who relate to
required sample The frame error occurs when elements which are not in the sample
group are investigated
Nonresponse error occurs when all members of the sample cannot be reached or they
refuse to respond
Surrogate information error occurs when investigator is unable to obtain responses and
replace it with proxy answers leading to surrogate information
25
Measurement error occurs in several stages of research transmittal response analysis
In general researcher represents information that he wants rather the real one
Experimental error When investigator is measuring the influence of independent
variables on dependent one while controlling extraneous variables (Smith Albaum
2005)
2 PRACTICAL PART
21 Marketing Research Process Applied
For this study it has been identified that the problem of current situation in MU is its
inability to attract more international students
Problem Formulation Prospective students do not choose MU for degree obtainment
Research goal To identify ways on how to increase studentslsquo inflow into MU by means of
detecting general preferences of MU customers (prospective students and current students)
Research questions
Based on the study of 7P approach made by Jonathan Ivy one research question arises
1 On what element of marketing mix students relied more when choosing MU ―People
―Physical evidence or ―Processes
From another study made by Hsuan-Fu Ho and Chia-Chi Hung second research question
arises
2 Does the possibility of domestic market employability after graduation plays the key role
for choosing MU
26
Method of Inquiry
As been mentioned in the theoretical part the first step in method of inquiry is observation
and description of a phenomenon or a group of related phenomena This step is known for its
qualitative methods of applicability
Have been studying for almost two years in MU and communicating with dozens of
international students I found several aspects to consider for MU attractiveness improvement
Students who stay longer than a semester differ from those who came just for one semester
under Erasmus exchange program This research deals with the first category of students and
for them it is important to have more frequent university-student correspondence Keeping the
fact that education process in Masaryk university different and complicated in terms of
Information Technology (student information system is very confusing with no English
version of some pages) there should be prepared an orientation seminars on how to effectively
use all university premises and surrounding city facilities It can be easily done with the help
of International Students Club which has excellent image among such clubs in Europe There
is orientation week for students but from the students point of view is more prepared to make
things done (like ISIC card issue register to information system) rather than providing
students with tools on how to achieve what they need to This can easily be done by
information system additional applications of city university map student forums and
discussion groups The information system should be done in more client friendly way with
good English translation of the web pages
This work would not include any hypothesis because of the chosen research design ndash
explorative
Research Methodology
In this will be applied nonexperimental method because of objectivity purposes There is
high risk of mislead and misinterpretation to the respondent which will affect the survey
results
Question number 1 2 3 in the survey (can be found in appendix of this work) was
included for the reason to find additional information from prospective students who intend to
continue their study Question number 11 gives idea on the effective media channel that
students got information from Question number 12 and 13 will help to summarize general
student opinion on MU and find some deviations from the rest of the questions
27
Below are the questions in the survey which relate to research question number 1 ―On what
element of marketing mix students relied more when choosing MU ―People ―Physical
evidence or ―Processes
Question number 4 6 7 was adopted from literature source (Jonathan Ivy 2008) of
theoretical part This question identifies the level of ―Processes element of marketing mix
Question number 5 based on the same literature source was adopted to verify another element
of marketing mix ndash ―People Question 8 uncovers the level of third element ―Physical
evidence Question number 10 encompasses all three elements to double check the main
criteria that students choose or consider MU to study
Below are questions in the survey which relate to research question number 2 ―Does the
possibility of domestic market employability after graduation plays the key role for choosing
MU
Questions number 14 and 15 will help to identify the level of studentslsquo motivation to enter
MU for the reason of higher chance of employability after graduation These questions were
adopted from literature source provided by Hsuan-Fu Ho and Chia-Chi Hung
Question number 9 relates to both research questions because it covers the scale of
significant factors that might affect student to choose MU
Research Design
The study entitled ―Quantitative Marketing Research attempts to accumulate the sequence
of procedures to conduct successful marketing research It has been chosen to use quantitative
research for the reason that study aims to find out the answer of a research questions through
numerical evidence This method enables researcher to gather existing information and data
regarding interrelationship between low rate of students registration to MU The study will
help to answer on two research questions posed in this work
Selection of data collection techniques
The study incorporates two techniques of data collection secondary and primary
collection Secondary information reveals current situation of HE marketing worldwide and
primary information helps to find the match up for solution of MU problem and secondary
information findings
28
Sample design
Researcher uses probability sample design with quantity of respondents equal to 26
Data collection
For study purposes data will be collected by giving out questionnaires to current and
prospective students who study or intend to study in English in MU Hard copy questionnaires
will be collected after respondents finish answering them Total collected questionnaires
amount to 26
Research errors
Population Specification error is mastered by questioning potential respondent whether
shehe studies in English Sampling difference researcher will overcome by keeping the
highest level of variety of respondents (by country of origin) Selection error is out of the
matter because researcher is not introduced to the majority of students studying in English
Nonresponse error may occur for the further purposes of the research respondents would be
asked the reasons for rejecting to fill out questionnaire The same procedure is for the
surrogate information ndash if researcher will not be able to get answers from respondents they
will be asked about the reason of rejection
22 Analysis and interpretation of data
Secondary and Primary data is analyzed and interpreted in section 23 and 24 below
23 Secondary data
Marketing communication of universities
As has been mentioned previously in this work the best option to collect relevant primary
data is to rely first on secondary information and then delve down in certain aspects by
collecting primary information In this item it will be explained what has been done in
marketing communication of universities around the world This part will also cover the
question of what communication strategies and tools the international universities use to
attract their students
29
From the first finding to start universities all over the world practicing advertising
campaigns with such words as ―Internationally renowned Award winning Prestigious
Proud history Career oriented etc But not all the time these sparkling words are real truth
―Does it actually matter whether a university has ―tradition if its current practice is poor
Does it matter if a university is ―internationally renowned if the particular course that is
being considered is known to be badly operated by local standards Does it really matter if a
university has ―a proud history if the present isnlsquot very good (Dr DJ Toncich2008)
Australian professor Dr DJ Toncich in 2008 published a book ―Study and Learning in
the Australian University System where he clearly stated various forms of
Marketing in universities of Australia ―The most common example of universities selling the
sizzle rather than the sausage appears in areas such as science engineering and architecture
where potential students are bombarded with glamorous images of spacecraft sky-scraper
buildings nuclear reactors and so on There are different ways how universities attract their
students There is a table provided by Dr DJ Toncich which explains the ways on how to
promote different parts of university image
Table 2 ―Ways on how to promote elements of university image
30
A ―Tool is a part of company (university in this case) image which should be promoted
And ―Vehicle is the way part of the image can be promoted ―Some key points to note are
that the mass media outlets (newspaper television and radio) having the broadest audience
are generally reserved for ―big picture marketing including the universitylsquos brand and
confidencereinforcement strategies Self-evidently promoting to the broadest audience is the
most costly way of getting a message out so the message needs to be simple and clear The
more specialized the audience however the more detailed the information ndash for example
university course guides and handbooks have the most specific audience and subsequently
the highest level of information density In these vehicles there is generally less content
related to the big picture issues of confidence and brand (Dr DJ Toncich 2008)
Nguyen amp Le Blanc (2001) focused on the image and reputation of the institution and
referred to the crucial role these factors played in the development of market positioning ndash
they drew on the well established concepts and theories in business sector marketing for their
study Bonsardi amp Ekwulugo (2003) who claimed that ―a centrally important principle of
marketing is that all marketing activities should be geared towards the customer also relied
on the literature used in business sector marketing and applied it to the context of higher
education
Branding is important for university to stand out in the market In ―ConnectEd
Symposium for the marketing of Higher Education (Chicago November 2011) Rich Lyons
(Dean Haas School of Business University of California Berkley) argued that
―What passes for branding in higher education is often nothing more than a catchy slogan
and logo Branding projects in universities sometimes evoke hostility indifference or bothmdash
or raise the question of why a good school would need to be so concerned about its image that
it would resort to ―corporate measures But when branding reaches deep to magnify a
schoollsquos differentiation and its core essence the result can be a powerful boost on multiple
dimensionsmdashstudent recruitment alumni interest fund raising media interest and so on And
it can resonate with key audiences emotionally to align what the school does with their
passion to change the world Dean Rich Lyons has led the Haas School of Business at UC
Berkeley in branding the school based on codifying its distinctive culture driving that culture
through its business processes and reforming its curriculum to produce a particular type of
leadermdasha path-bending leader The process is lengthy difficult and risks are high Learn why
the rewards of an authentic brand are worth the effort
31
According to this speech strong brand is coming from the culture of interaction among
students and all university staff Mainly students and professors should clearly understand
what matters mostly attracted them in chosen university (values believes attitudes etc should
match up with student`s)
Another aspect for university marketing start up procedure is reposition communications
as a strategic function in a more proactive attitude This matter has been covered by Dr Mark
Putnam President Central College IA in his article ―Do you drive the agenda or go along for
the ride In this article author ―sought to change the view of the marketing and
communications team from customer service providers to strategists He set a good example
with presidential blog using it to elevate the level of discourse at Central Putnam has a track
record for this kind of change management As senior vice president at Northeastern
University (Boston) he worked with the communications team to educate the university about
the strategic role of marketing and branding He comes by this perspective naturally (Dr
Mark Putnam 2011)
To improve university technical tools in attracting students mobile marketing is a great
way ―Mobile marketing brings challenges and opportunities to higher education when scarce
resources limit the ability to add new technologies and techniques to communication plans
We examine the mobile marketing landscape in search of whats most relevant to higher
education today with special attention to student recruitment and brand strength Areas
covered include site design for best task completion writing right for mobile sites monitoring
web analytics and integrating with traditional and social media websites (Bob Johnson
2011)
Another technical tool is digital video clips ―Video in its many forms is becoming a
major factor in our collective lives (80 million hours of video loaded to YouTube every
minute for example) As digital storytelling it is also being used in a variety of ways to build
brand equity with internal and external audiences Outcomes will be a better awareness of the
current trends in using video as a brand building tool and a field guide for teaching others
within the organization to make powerful digital stories Im currently using the workshop at
the UW to train students who will study abroad to make and distribute good quality video
about their experiences (Harry Hayward 2011) In case of brand building using video
assistance viral marketing campaign might work And the last idea which will increase
university profit is web site analytics ―The website is not only a conduit for most of your
marketing efforts todaymdashitlsquos also an incredible tool for measurement and marketing analysis
32
With web analytics you can better quantify the impact of your marketing campaigns improve
the effectiveness of your website segment visitors for micro-marketing efforts and generate
valuable marketing intelligence (Bruce Snyder 2011)
Marketing is the process of customer identification (needs views preferences financial
possibility to buy certain product) This task will be done through primary information
analysis Another task in marketing is development of ―analytics-driven approach to help to
reach a targeted student through search engines mobile smartphones text messaging email
newsletters and social media (Higher Education Marketing Company) This company has a
straight and logic view on marketing process in university which provides a wide scope of
services Google Analytics Search Engine Optimization Pay Per Click Marketing Social
Media Marketing Google Maps amp Local Search Web Design amp Development Mobile
Marketing Short Message Service (SMS) Another very effective tool is SEO (search engine
optimization) which allows embedding into the company website option for the most
important (most likely needed) words phrases while creating company web pages This set of
words with high possibility that potential customer will dial up will give opportunity for the
company website to pop up in the top list of the search engine (Google chrome yahoo etc)
Under research problem ndash low enrollment of students the researcher should look for the
findings of other studies relevant to this study problem The questions to start with are ―What
factors in university marketing practices are missing to achieve constant enrollment growth
―Is there any interrelationship of those factors and university attractiveness growth
One of the studies has been conducted among students registered state subsidized
universities in South Africa The purpose of this paper was to present a new marketing mix
based on MBA studentslsquo attitudes and opinions towards the marketing initiatives of business
schools in South Africa The findings of this study revealed showed seven quite distinct
underlying factors in the marketing activities of these business schools some covering the
same elements of the traditional marketing mix people promotion and price There were
however four different elements programme prominence prospectus and premiums ―The
marketing mix is a set of controllable marketing tools that an institution uses to produce the
response it wants from its various target markets It consists of everything that the university
can do to influence the demand for the services that its offers Tangible products have
traditionally used a 4Ps model the services sector on the other hand uses a 7P approach in
order to satisfy the needs of the service providerlsquos customers product price place
promotion people physical facilities and processes The product is what is being sold It is
33
more than a simple set of tangible features it is a complex bundle of benefits that satisfy
customer needs The price element of the services marketing mix is dominated by what is
being charged for the degree or tuition fees that are required to enroll at the university Place
is the distribution method that the university adopts to provide the tuition to its market in a
manner that meets if not exceeds student expectations Promotion encompasses all the tools
that universities can use to provide the market with information on its offerings advertising
publicity public relations and sales promotional efforts (Jonathan Ivy 2008) This traditional
model encompasses tools which deal with tangible products In case of university it provides
intangible product which needs more tools for promotion Fifth tool is people who are
considered as a staff in university (academic administrative and support staff) To have a
prominent image university should have teaching staff reputations PhD holders Professorial
title holders Also administrative staff can also play an important role to attain prospective
students by simply providing professional phone call inquiry
The newest addition to the marketing mix is physical evidence and processes Physical
evidence is attributed to internal and external appearance of the entity (from teaching
materials to facade of the building and lecture rooms) ―Processes are all the administrative
and bureaucratic functions of the university from the handling of enquiries to registration
from course evaluation to examinations from result dissemination to graduation to name but
a few During the period that the student is registered processes need to be set in motion to
ensure that the student registers for the correct courses has marks or grades correctly
calculated and entered against the studentlsquos name and is ultimately awarded the correct
qualification While this might seem quite straight forward there are numerous other
processes that need to be implemented concurrently (with the finance system
accommodation time tabling and the library) to ensure the highest level of student
satisfaction The findings of this research suggest that the traditional 4- 5- and indeed 7P
marketing services marketing mix may not be the best way to approach the marketing of
MBA programs in South Africa Using principal components factor analysis on 25 commonly
used marketing tools indicates that four new distinctive and independent elements exist along
with three elements from the traditional marketing mix (Jonathan Ivy 2008) The most
important element from the marketing mix was ―program element (the range of electives in
the degree choice of majors) The second was ―prominence of the degree (academic staff
reputations position on league tables or MBA reviews in the popular press) The traditional
promotions element of the marketing mix was split into two areas standard mass media
34
advertising and hard copy promotional materials such as the university prospectus and direct
mail posted to prospective students called ―prospectus in the MBA marketing mix The
price element is dominated by flexible payment of tuition fees which means that students are
price sensitive and looking for payment flexibility The people element has had a small
modification with face-to-face teaching being included along with personal contact with
graduates and open day attendance The final element of the new marketing mix is called
premiums This is a diverse element of the mix which included accommodation the number
of modules in the degree student exchange programmes university computer facilities and
class sizes While this element was considered the least important of the marketing tools not
offering some of these items could seriously damage the recruitment prospects of a business
school Indeed some items would be considered a standard offering of a university and
expected by a student without further consideration or evaluation (Jonathan Ivy 2008)
So from this study researcher may answer on the posed questions before There is indeed
some other factors out of the standard marketing mix which in this case (higher education
marketing) play a key role In order to finally apply those factors into the practical
implementation researcher should check whether all of those factors remain important for
MU For this purpose primary data should be collected by creating questionnaire which
includes new marketing mix tools
Another study conducted in the realm of marketing communications in Taiwan includes
other findings The purpose of this study was to examine how a graduate institute at National
Chiayi University (NCYU) by using a model that integrates analytic hierarchy process
cluster analysis and correspondence analysis can develop effective marketing strategies
This research revealed that even though universities and colleges in Taiwan have
increasingly realized the importance of having sound marketing strategies to stay competitive
they have concentrated their marketing strategies on promotion ndash advertising tuition
reduction scholarships etc This trend has often obscured the fact that marketing should be
based on customer needs with better efforts made to fulfill these needs Although market
segmentation and positioning enable marketers and institutional planners in higher education
to understand customer needs and to visualize institutional advantages in relation to their
competitorslsquo positions these are relatively new endeavors in educational marketing in
Taiwan
The results display that the five most important factors for studentslsquo school selection
were employability curriculum academic reputation faculty and research environment
35
Students perceived NCYU to be strongly associated with lower tuition fewer entrance-exam
subjects lower entrance-exam pass rates and easier graduation requirements (Hsuan-Fu Ho
Chia-Chi Hung 2008)
In order to verify whether such criteria are also indisputable preconditions for choosing
MU as a potential tertiary institution they should be included into the study questionnaire
As we can see that in secondary information there are many ways on how to improve
university standing and how to reach a customer But this information does not give us the
picture of Masaryk University customer why she chose MU what were the preferences to
choose it where she first time got to know about it and etc That is why for this part ndash to get
the picture of MU customer from primary data collection and then apply appropriate tools that
have been mentioned before would be a good combination for a successful marketing
campaign
24 Primary data
For the purpose of this study ndash increase MU attractiveness primary data has been
collected Researcher developed questionnaire which consists of 15 questions and randomly
gave out to international students The main goal of this questionnaire is to answer two
research questions set by researcher
1 On what element of marketing mix students relied more when choosing MU ―People
―Physical evidence or ―Processes
2 Does the possibility of domestic market employability after graduation plays the key role
for choosing MU
These two research questions will help to get a clue on how specifically to improve
attractiveness of MU
Data is analyzed by using excel Microsoft office application with support of various graphs
and tables It has been calculated that majority of respondents are current students in MU
which gives more in depth data describing university attractiveness
36
Graph 1 ―Identification of students` status
It is 62 of respondents stated that they are currently study in MU This will bring more in
depth data from the survey
Specializations have wider split up with two major elements Informatics and Medicine
amount to 32 and 27 accordingly Unfortunately there are no any students from sport
faculty As it has been mentioned respondents were chosen randomly so it can be obvious
that there is big amount of students studying or intend to study medicine and informatics
Graph 2 ―Identification variability of specializations
37
Country of origin table shows that students from Slovakia have majority Probably
because of country and national closeness to Czech Republic The second biggest majority is
students from United Kindom after them students from Russia and Hungary
Graph 3 ―Country of origin split up
Question number 4 relates to first research question (On what element of marketing mix
students relied more when choosing MU ―People ―Physical evidence or ―Processes)
which specifies the level of ―Process element in MU In general the level of handling phone
callemail is acceptable with 14 respondents answered as completely sufficient or completely
sufficient with additional information This shows that majority of students are satisfied with
first impression of contacting MU
38
Chart 3 ―Level of handling callemail inquiry
Question number 5 explains another element in first research question which is ―People It
is evident that for majority of students academic experience is the most important to know
about professors professionalism But it is also a big quantity of those who did not analyze
any information Five students responded that work experience in business sphere is a key
criteria to choose MU
Chart 4 ―Criteria for identifying professionalism of university teaching staff
The ―Process element is evaluated in question number six which explains the level of
administrative and bureaucratic functions in MU on the matter of convenience and usage
Number of courses
teachers offer
Quantity of
publication of
teachers
Work experience
in business sphere Academic
Experience Professional
title in
business
I didn`t analyze
any information
about academic
staff in MU
39
Chart 5 ―Convenience
On the chart it is shown that students rate these functions as convenient with only several
students who perceive it as rather inconvenient On the ―Usage chart it has also positive
trend representing that MU administrative and bureaucratic process is highly useful
Chart 6 ―Usage
Question number seven explains third element ―Physical evidence In graph below it is
obvious that majority of students do not check this element while choosing MU
40
Graph 4 ―Identification of processes element
69 replied negatively and 31 positively which means that this factor does not play a
key role in selecting university Majority of students rate MU facilities as comfortable It is
shown in the table below that eleven students rate facilities as good
Chart 7 ―Identification of physical evidence element
Question number nine encompasses several criteria which were taken from two elements of
marketing mix ―People and ―Physical evidence and some were not from this marketing
mix like ―ability to get employment in home country ―worldwide acceptable diploma
These two factors were taken from the second research question ―Does the possibility of
41
domestic market employability after graduation plays the key role for choosing MU Results
showed that students highly value ―ability to get employment in home country (16
respondents gave highest score) Also highly rated MU diploma as worldwide acceptable (15
respondents gave the highest score) Also for respondents it is important (with lower grading
score ndash ―4) ―Strong academic staff and ―Excellent laboratory facilities
Chart 8 ―MU criteria
Question number 10 includes set of common services that university provides to students
This question helps to understand what services MU provides sufficiently to students Results
showed that sufficient services that MU provides are almost all which have been mentioned in
the options list Only ―Small class sizes do not meet big majority expectations
a Ability to get
employment in home
country
b Strong
academic staff
d Library
facilities
c Excellent
laboratory
facilities
e Worldwide
acceptable diploma
42
Chart 9 ―MU services
Interesting results gave to the researcher questions number 11 which shows that mostly
students got to know about MU from internet search engines and from relativeslsquo advice
Graph 5 ―Media channel of MU
Question number 12 and 13 give overall satisfaction level with MU Question number 12
has been adopted from theoretical part which asks whether student is ready to enter university
again if heshe would have the same opportunity Question number 13 is double-checking this
statement Results are showing that majority of respondents would enter MU again and they
are satisfied with overall MU educational service
Reasonable
accommodation
Exchange
programs
Number of
modules
Small class
sizes
Internship
possibility
Research
environment Faculty
43
Graph 6 ―Choosing MU
Graph 7 ―General satisfaction of MU
Although researcher might observe big quantity of students who are relactant to answer
Graph derived from question 12 shows that half of respondents do not have such a strong
feeling to reenter MU The same situation is in general satisfaction of MU where 38
remained neutral
The last two questions deal with second research question And here results are varied
Graph 8 derived from question 14 depicts that MU degree is not that helpful for getting the
job back in home country Only 23 answered that degree surely will help to get a high paid
44
position 38 replied as ―probably yes 35 answered as ―not sure and 4 answered
―probably not So around 61 of respondents feel positive about successful employment
back home the rest are not that confident
Graph 8 ―Employability element
Graph 9 ―Employability element second question
If respondents replied positively on 14th
question then they were asked to state the reason
for this As it can be seen above high standard European education is playing a key role for
successful employment Also the rest of options have high scores too
45
RESEARCH REPORT
In the purpose of survey it was essential to understand which of three elements in
marketing mix (―People ―Processes and ―Physical evidence) students rely more and
therefore less while choosing MU According to study made in South Africa by Jonathan Ivy
there are seven elements in marketing mix which all equally important for improving
company attractiveness in service business Researcher of this study picked three out of
seven because they more closely respond to actual service oriented company The rest four
elements (product price promotion place) were existing before as traditional marketing mix
for all types of businesses So the element ―Processes uncovers with questions number 4 and
6 From the graphs it is obvious that students are satisfied with this marketing mix This gives
university strong point in attracting students Call email handling Information system
functionality and other bureaucratic functions work sufficiently well 22 students rated
callemail handling as positive Usage and convenience of different MU functional processes
are also positively appreciated with 13 students for convenience and 15 for usefulness From
this data it can be clearly stated that students do rely on effective functions of MU
Element ―People is identified in questions 5 9 and 10 Question 5 gives information that
students do not mainly rely on ―People element while choosing MU 9 students did not
analyze any information about professionalism of university teaching staff Meanwhile the
main factor on what students pay attention is academic experience of teachers But answers
for the questions 9 and 10 gives a tendency that students do rate criteria ―Professionalism of
teachers high but actually they give lower score for this actual criteria in question number
10 In question number 5 students chose different aspects of professionalism of teachers as a
criteria to enter MU Total score for professionalism aspects is 4+4+5+10+4=27 Also in
question number 9 criteria ―strong academic staff accumulates 17 points (it is taken only 4
and 5 levels of importance) But in question number 10 only students give only ten points for
―faculty as a sufficient service provided by MU It can be assumed that students had higher
expectation before entering into university that they have got
Element ―Physical evidence is seen as not important for respondents Graph for question
number 7 shows that 69 of students did not check elements of ―Physical evidence Also
majority of students rate university facilities as ―Good with opportunity to select ―Excellent
46
status (in question number 8) On the other hand students rate university accommodation and
research environment as high enough (question number 10) It can be concluded that during
the process of choosing university students do not rely heavily on ―Physical evidence But
they did get reasonable service in ―Physical evidence while studying in MU
Second research question states ―Does the possibility of domestic market employability
after graduation plays the key role for choosing MU After analysis of relevant graphs and
tables it became clear that this factor (possibility to get employed) is very important for
students So question number 9 gets the highest score (16) for criteria in choosing MU ndash
―ability to get employment in home country and also high score for ―worldwide acceptable
diploma Even though students rate possibility to get employed as the highest criteria to
enter MU 39 of students are not sure or don not think they will obtain high paid job back
home Here is the point to work for MU administration Students rely on high standard
European education and English language education as a key criterion for being confident in
getting well paid job (question number 15)
The data analysis process constitutes the following
1 MU has convenient and useful bureaucratic functions which are considered as a strong
point in delivering knowledge without obstacles It is difficult to identify the level of
―processes in organization but some points can be highlighted in promotion materials It can
be description of functionality of Information System or description of easy courses
registration
2 Element ―People has deviation in what is expected and what is delivered Students
have a bit higher expectations on the level of teaching staff experience and competence It is
recommended to do a deeper research on the reasons for this deviation But for now it can be
decided to arrange seminars or trainings for teacher to improve their marketing knowledge
and explain commercial tendency in market of high education
3 University ―Physical evidence is has strong rate of sufficiency The only problem that
students do not feel need to pay attention on this element Here MU administration should put
accent on Including pictures of libraries with free Wi-fi canteens computer labs which have
good and pleasant conditions
4 The most important criteria for students to choose MU is high possibility to get
employed at home But this perspective lacks consistency because there is significant amount
of students who remain uncertain in the future employability This gap can be solved by
successful decision making of three elements above ―People ―Processes and ―Physical
47
evidence But it is recommended to conduct further survey questioning the reasons of
students` uncertainty in future employability Maybe the reason is not related to some weak
points in marketing mix but the problem in home countries itself (political instability
nepotism etc)
To sum up the general situation in four factors mentioned above ―processes should be
promoted to international students as a smooth tool in obtaining degree ―people should go
through training on how to deliver lecture in contemporary commercial world of high
education market ―physical evidence should be mentioned in promotion of MU ―student
employability will be interrelated with ―people plus MU has to install closer relationship
with international companies (internships provision seminars with company representatives
professional lectures from leading companies etc)
Secondary information has also a great help in increasing university attractiveness
Viral marketing can be applied to MU because question number 11 shows that internet search
engine is a key tool how students found about MU There is a video of experience Brno life
among Erasmus Students which can be remade as a good promotion video of student life on
campus For Masaryk University very effective tool will be Google Analytics giving a wide
scope of techniques on how to track differentiate and analyze visitors ―Google Analytics is
the enterprise-class web analytics solution that gives rich insights into the website traffic and
marketing effectiveness Powerful flexible and easy-to-use features now give opportunity to
see and analyze your traffic data in an entirely new way With Google Analytics it is easier to
write better-targeted ads strengthen marketing initiatives and create higher converting
websites (Google Analytics website)
In general MU marketing politics should involve techniques mentioned by Jarvis J in his
book ―What Would Google Do Companies must learn that they are better off when they
cede control to their customers Give us control we will use it and you will win
Also it is important to read blogs There are search engines for blogs like Technorati
Icerocket Google Bloglines Pub-sub where MU marketing officials can search for MU
discussion groups or some topics
MU officials should constantly maintain ―conversation with current students It is a good
idea to start communication with those bloggers who care enough to talk about MU products
and service and brand The least MU officials can do is engage them and join the
conversation Even further step can be done Ask consumers what they think MU
48
administration should do MU will end up with better products and do a better job selling
them to more satisfied customers who can even help each other if MU officials let them
Next it will be effective to start university blog where students openly and forthrightly
share the problems and the solutions as they occur There is no reason why a university dean
should not open a direct conversation with the public That will do more to change the
culturemdashto finally make it customer-focused and mean itmdashthan a dozen consultants a
hundred off- sites or a million ad impressions
During of development process of some programs or anything in university it is better to
involve students in this process also
The last but not the least is links on the website of MU There are three links on the ESF
faculty One of them is ―Review of economic perspectives ―call for papers and Citi Bank
banner There should be more links to Headhunters conferences industry associations
current job opportunities etc This gives website alive image and helpful time spending
49
CONCLUSION
This study has been conducted in favor of future Masaryk University prosperity in the
current commercial world Researcher had a strong motivation to give helpful secondary and
primary information which will foster university educational process in the frames of
contemporary world
Of course any research comes up with further recommendations to analyze questionable
matters in results obtained Researcher believes that this work is just another step to constant
need of self-improvement
Researcher advices to put more accent on IT support to promote university image and
therefore increate its attractiveness (Harry Hayward 2011) mentioned that 80 million hours
of video loaded to YouTube every minute So there is high potential for promotion Viral
video of MU will hit several aspects of university improvement brand product suite
differentiation lifestyle according to Dr DJToncich Apart of that it is recommended to
build system of values believes and attitudes among students and university staff and
promote this in the future According to Dr Mark Putman it is essential nowadays to educate
university staff about strategic role of marketing and branding Website analytics would be
useful for measurement and marketing analysis Search optimization engine is another tool on
how to maintain university webpage in the top 10 results in Google chrome or other web
search engines On YouTube there is option to post advertisement of a company only in the
videos which are related to the sphere of products or services company offer So MU might
sign a contract of including its advertisement on videos which has key words as ―education
―high ―in English etc
According to primary data obtained it is obvious that several aspects in MU marketing
mix do not match high criteria among students Once one factor ―People would be solved
through trainings and constant updating knowledge of personnel another interrelated problem
will be offset ndash ―Employability But there is no any research done on interdependence of
these two factors so for further analysis of situation another research should be taken The
main purpose of this research would be identification of cause and effect linkages between
50
―People ―Employability and other factors which influence studentslsquo ability to get high paid
job back home And there are a lot of those factors starting from political situation in the
country to the level of corruption and nepotism
MU has potential to improve its educational process as we do the students because we are
the main customers for our university But one thing should not be forgotten and it is
companies which have strong notion about reality in one or another specialization That is
why my last advice for Masaryk University is to appeal as a liaison entity between students
and companies
51
REFERENCES
Barabba Vincent P Zaltman Gerald 1991 ―Hearing the Voice of the Market Competitive
Advantage Through Creative Use of Market Information Chapter 5
Conway Tony Stephen Mackay David Yorke (1994) Strategic Planning in Higher
Education Who Are the Customers International Journal of Educational Management
Vol 8 Iss 6 pp29 ndash 36
Cooper Donald R Schindler Pamela S 2003 ―Business research methods 8th ed
Dillman Don A 2000 ―Mail and Internet Surveys The Tailored Design Method 2nd
Edition New York
Dekeba Alemayehu 2003 ―Basic of Marketing Research Methods
URL httpwwwglobuszcomebooksMarketingResearchindexhtm
Hemsley-Brown JV and Oplatka I2006 Universities in a competitive global marketplace
a systematic review of the literature on higher education marketinglsquo International Journal
of Public Sector Management Vol 19 No 4 pp 316-338
Harry Hayward ―The power of digital storytelling 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Hair Joseph F - Bush Robert P - Ortinau David J ―Marketing research within a changing
information environment 3rd ed2006
Hsuan-Fu Ho Chia-Chi Hung Marketing mix formulation for higher education An
integrated analysis employing analytic hierarchy process cluster analysis and
correspondence analysis International Journal of Educational Management Vol 2 Iss
4 2008
Jarowski Ajay K Kohli and Arvind Sahay 2000 ―Market ndash Driven Versus Driving
Markets Journal of the Academy of Marketing Science 45-54
Johnson Bob ―Mobile marketing in higher education getting ready for 1012 and beyond
2011
URLhttpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Jarvis J ―What Would Google Do Adobe Acrobat eBook Reader 2008
52
Jonathan Ivy A new higher education marketing mix the 7Ps for MBA marketing
International Journal of Educational Management Vol 22 Iss 4 2008
Kotler Philip Fox Karen FA 1985 Strategic Marketing for Educational Institutions
Mora Michaela ―What Is Statistical Significance 2011
URL httprelevantinsightscomtagsample-size
Nha Nguyen Gaston LeBlanc 2001 Image and Reputation of Higher Education Institutions
in Studentslsquo Retention Decisions International Journal of Educational Management
Vol 15 Iss 6
URL httpwwwemeraldinsightcomjournalshtmarticleid=838798amp
Oppenheim ldquoQuestionnaire Design Interviewing and Attitude Measurementrdquo 1992
Oud Jacqueline 2004 ―Market research versus marketing research
Pimpa Nattavud 2003 ―Internationalization and trade in higher education opportunities and
challenges
Putnam Mark ―Do you drive the agenda or go along for the ride 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Rakhee Vyas Anne L Souchon 2003 Symbolic Use of Export Information A
Multidisciplinary Approach to Conceptual Development and Key Consequences
International Marketing Review Vol 20 Iss 1 pp67 ndash 94
URL httpwwwemeraldinsightcomjournalshtmarticleid=855530
Rich Lyons ―Authentic branding how creating a school brand with culture and curriculum
just might help save us 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Robert S Michael ―Inquiry amp Scientific Method 2002
URL httpwwwindianaedu~educy520sec5982week_1inquiry_sci_method02pdf
Rodriguez G ―5 Questions to Help You Understand Your Customer 2004
URL httpwwwpowerhomebizcomvol146customerhtm
Sekaran Uma Bougie Johan Roger Gisbert2009 ―Research Methods for Business a Skill
Building Approach 5th ed
Singleton Royce A Jr and Bruce C Straits 1999 Approaches to Social Research (3rd
Edition) New York Oxford University Press
Smith Scott M Albaum Gerald S 2005 ―Fundamentals of Marketing Research
Snyder Bruce ―Maximizing the power of web analytics 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Toncich ―Study and Learning in the Australian University System
53
URL httpwwwdoctorteenetfilesunibook04_ppdf
WEBSITES
Experiment-Resourcescom ―Comparing Quantitative and Qualitative Research 2009
URL wwwexperiment-resourcescomquantitative-and-qualitative-researchhtml
Higher Education Marketing Company Canada
URL httpwwwhigher-education-marketingcomcontact
Google Analytics website
URL httpwwwgooglecomintlenanalytics
54
Appendix A Questionnaire
Dear respondent this questionnaire is created in terms of Master`s degree diploma thesis The main goal of
this survey is to improve Masaryk University attractiveness by deriving the reasons for choosing Masaryk
University in obtaining a degree The answers will be kept as confidential and would not be used in any
other purposes other than for this research If you would have any questions regarding the results of this
survey please contact me
Ilya Shaiderov (380502mailmunicz)
Thank you for your cooperation
1 Are you a current or prospective student ____________________
2 What specialization you are obtaining or intend to obtain in MU ____________________
3 Please specify your country of origin ____________________
4 Please rate the level of handling your first phone callemail inquiry by MU staff (only if it is
applicable to your case)
1 2 3 4 5
5 While considering MU as an option to study what criteria did (do) you analyze to check
professionalism of university teaching staff (you may choose several options)
a Number of courses teachers offer
b Quantity of publication of teachers
c Work experience in business sphere
d Academic Experience
e Professional title in business
f I didn`t analyze any information about academic staff in MU
No response
Insufficient response
Sufficient enough
Completely sufficient with additional information
Completely sufficient
55
6 (Only for current students) Could you characterize the process of courses registration usage of IS
system and other administrative and bureaucratic functions of university (please choose one in each
scale)
Convenience
1 2 3 4 5
Usage
1 2 3 4 5
7 (For both current and prospective students) While choosing MU did (do) you check quantity of
books in university library accessibility of electronic databases new editions of study materials
overall quality of library
Yes
No
8 (Only for current students) Please rate MU facilities (buildings classrooms computer labs etc) on
the matter of ―comfortability
1 2 3 4 5
Excellent Good Sufficient Not enough Bad
Completely Convenient
Rather Convenient
Convenient Rather Inconvenient
Completely Inconvenient
Completely Useful
Rather Useful
Useful Rather Useless
Completely Useless
56
9 (For both current and prospective students) How do you rate the following factors as criteria for
choosing MU (1- least important 5 ndash most important)
a Ability to get employment in home country
b Strong academic staff
c Excellent laboratory facilities
d Library facilities
e Worldwide acceptable diploma
10 Please choose (mark ―V) services that MU sufficiently provides to you as a student (in case you
are prospective student - should be provided)
___ Reasonable accommodation (covered by student)
___ The number of modules in the degree and big variety of elective courses
___ Student exchange programs
___ Research environment (sufficient up to date study materials computer labs laboratories etc)
___ Small class sizes
___ Internship possibility
___ Faculty (profound selection of PhD and profession specialists)
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
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e
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1 2
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1 2
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y
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r
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c
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a
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[
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p
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a
q
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f
r
o
m
t
h
e
d
o
c
u
m
57
11 From what source you first found out about Masaryk University
a Website search engine
b Advice of friends parents etc
c TV
d Newspaper please specify____________
e Journals please specify____________
f Billboards
g Website banners please specify website_______________
h Other source__________________________
12 (Only for current students) If you had do it over again would you still choose MU If not please
specify why
a Yes
b Not sure
c Probably would
d Probably would not (please specify why)
__________________________________________________________________________________
__________________________________________________________________________________
________________________________________________________________
13 (Only for current students) Please describe your level of general satisfaction with university
a Not satisfied at all
b Neutral
c Satisfied
d Very satisfied
58
14 (For both current and prospective students) Do you think MU degree will help you to get above
average salary in your home country
a No b Probably not c Not sure d Probably yes c Yes
15 If you think that MU degree helps to get well paid job in your home country what might be
reasons for that (more than one reason can be selected)
a High standard European education d Possibility to pass internship in Europe
b Degree specialization choice e Other_________________________
c Education in English language
9
Research Method
In addition to method of inquiry researcher should select research method There are two
types of research methods experimental and nonexperimental In former type of method
researcher can intervene into research experiment and control external variables It is vice
versa in nonexperimental method (Smith Albaum 2005)
Research Design
Another step in marketing research process is research design which is considered as
specific methods and procedures to obtain information needed Research design stipulates
what information to collect from what sources and using what procedures The key marker of
successful design is whether information collected relates to research problem along with
objectivity and efficiency There are three classes of designs ndash exploratory descriptive and
causal In exploratory design researcher identifies and formulates problem along with
development of alternative courses of action It is also considered as a first step in a broad
study in order to get sufficient knowledge and narrow down the problem area Sequence in
exploratory studies lead to three steps
Search of secondary information
Interview experts in a given field
Checking similar situations
Descriptive research design is more narrowed in contrast to exploratory one In former
specific research questions are postulated already The research problem is familiar and
specific This research is preplanned and structured Descriptive research covers such areas as
product research promotion research distribution research and pricing research
Causal studies help to predict causes of deriving such hypothesis The key purpose here is to
define relationships of causal factors to the effects of our prediction Researcher might build
a chart depicting several possible factors that brought situation to a current condition If there
is only one factor this would directly have influence on the situation If there is more than one
factors it is time to verify which one of those led to situation change This approach is called
casual relationship If there is only one factor there might be applicable deterministic
causation Another type of causal studies in probabilistic causation which is expanded version
of deterministic causation with more than one variable (Smith Albaum 2005)
In marketing research sources of information vary but serve as a tool to decrease uncertainty
and check hypothesis There are secondary sources respondents natural experiments
10
controlled experiments and simulation Secondary sources are taken from external
organizations which conducted research with similar purposes Usually it is statistical
committees government bodies NGO`s and etc Respondents also serve as a source of
informative and behavioral information Experiment usage might also bring valuable
information Sometimes it is better (high expenses time shortage) to implement simulation to
a certain situation Simulation is considered as a set of techniques for manipulating a model of
some real world process to find numerical solutions useful in the real process being modeled
(Smith Albaum 2005)
Selection of data collection techniques
Information itself is divided into three categories primary secondary and commercial
Secondary information is gathered by passing actual research conduction Primary
information is coming from data collected by investigator and serve as a main answer to
research question Commercial data is collected by marketing agencies and contains primary
and secondary information
It is better to start collecting secondary information first because it is less expensive and it
can offset the need of doing own research Even though if it will not solve the problem
secondary information can clarify the problem in more detail and help to develop advices to
research questions Also help in planning the gathering of primary data and defining the
population and selecting the sample
Secondary Information
Secondary information has two types ndash internal and external Internal information can be
found within the company past researches and report whereas external is outside of the
company Using internal secondary information will shed light on model and size of product
by area kind of account and industry medium amount of sales by area sales volume
percentage share of sales by product model product size etc External secondary information
allows verifying overall size of market characteristics of market features of competitor
products prices and promotion (Smith Albaum 2005)
Primary Information
The major source of marketing research is primary data In the process of gathering this
data researcher deals with respondent Respondent is a person who provides answers to the
11
questionnaire developed by researcher Answers are not the only findings that can be
collected in primary data collection Respondentslsquo behavior is another key aspect to observe
and analyze future choice of consumer
The main advantage of primary data collection is itlsquos up to date information which respond
researcherlsquos main criteria ndash the extent of the obsolescence of collected data That is why
primary data gives more realistic view to the researcher Another advantage is that primary
information can be collected in varied ways from interview to email questionnaire This gives
researcher flexibility in choosing process Cost and time spend to acquire this type of
information varies It can be attributed to the quantity of respondents should be asked their
accessibility in terms of location and etc So it is the researcher who decides whether to
collect primary data or not based on availability of secondary data time and budget of
research
The main disadvantage of primary data collection is incorrect questionnaire design
(questions answer options place of survey and etc) If doing so researcher may mislead
himself in data analysis and come up to a wrong conclusion Time might be another aspect to
consider as disadvantage for collecting primary data There is higher possibility to obtain
statisticalmarket research from some agency already prepared rather than spending time in
collecting surveys analyze them and synthesize to make final conclusion The best option is
of course to attain secondary information about the topic and then based on its outcomes
collect primary information
In this study will only be included quantitative techniques Questions will be included to
derive attitude to contemporary high education among students
Sample Design
It is rare that in marketing research the whole population is analyzed Sample is mainly a
small representative group of people that reflects all potential consumers Sample selection is
derived from consideration of the relevant systematic and variable errors that might occur
during the research process (Smith Albaum 2005) ―There are several compelling reasons
for sampling including (1) lower cost (2) greater accuracy of results (3) greater speed of
data collection and (4) availability of population elements There are two types of sampling
to choose nonprobability and probability sampling Probability sampling is based on the
concept of random selection ndash a controlled procedure that assures that each population
element is given a known nonzero chance of selection In contrast nonprobability sampling is
12
arbitrary and subjective Each member does not have a known nonzero chance of being
included (Cooper Schindler 2003)
Analysis and Interpretation of Data Collected
The first step in processing of data is editing of complete schedulesquestionnaires Editing
is a process of checking to detect and or correct errors and omissions Editing is done at two
stages first at the fieldwork stage and second at office
Field editing
During the stress of interviewing the interviewer cannot always record responses
completely and legibly Therefore after each interview is over he should review the schedule
to complete abbreviated responses rewrite illegible responses and correct omissions
Office editing
All completed schedulesquestionnaires should be thoroughly checked in the office for
Completeness accuracy and uniformity
Coding
Coding means assigning numerals or other symbols to the categories or responses For
each question a coding scheme is designed on the basis of the con med categories The coding
schemes with their assigned symbols together with specific coding instructions may be
assembled in a book After the transcription of data is over data are summarized and arranged
in a compact form for further analysis This process is called tabulation
Tabulation
Thus tabulation is the process of summarizing raw data and displaying them on compact
statistical tables for further analysis It involves counting of the number of cases falling into
each of several categories
Tabulation can be done by hand or by mechanical or electronic devices The choice depends
upon the size and type of study cost considerations time pressures and the availability of
tabulating machines or computers In this project tabulation and statistics will be done by
using Microsoft excel spread sheet (Debeka 2003)
The Research Report
―Results of the research can be described in short or in long reports Short reports are
appropriate when the problem is well defined is of limited scope and has a simple and
straightforward methodology Short reports are about five pages Long reports are of two
13
types Technical report is written for an audience of researchers And management report
written for the nontechnically oriented manager or client (Cooper Schindler 2003) This
paper is considered to be a tool for a managing director (dean) of the university who might
not have research background so the results of the research will be represented as managerial
report
14 The Research Plan
Research plan is needed to organize everything in a way that each stage would clearly
derive from the previous one It is a tool to control and follow up all procedures of research
project It starts off with stating objectives (primary and secondary) then problem analysis
(includes research problems questions hypotheses interconnection between objectives and
problem) Research design is next one It has four subsets (1) research methodology (how the
research will be made) (2) research techniques (methods and procedures for data gathering)
(3) sample design and selection (what is the size of sample is there any subsamples how you
will make sure that it is representative sample How the sample size was determined) The
fourth stage of research plan is proposed analysis (tabulation procedures cross-analysis
tabulations and their reasons type of statistical analysis) (Smith Albaum 2005)
15 Measurement
In marketing research measurement plays a key role Accurate measurement of variables
brings to right results and therefore to right management decisions The main goal of accurate
measurement is to characterize customers` attitude toward a product ―Researchers use the
measurement process by assigning either numbers or labels to (1) people`s thoughts feelings
behaviors and characteristics (2) the features or attributes of objects (3) the aspects of ideas
or (4) any type of phenomenon or event using specific rules to represent quantities andor
qualities of the factors being investigated For example to gather data that will offer insight
about people who shop for automobiles online (a marketing phenomenon) researcher collects
information on the demographic characteristics attitudes perceptions past online purchase
14
behaviors and other relevant factors associated with these people (Hair Bush Ortinau
2006)
Two of the primary criteria of evaluation in any measurement or observation are
Whether we are measuring what we intend to measure
Whether the same measurement process yields the same results
These two concepts are validity and reliability Reliability is concerned with questions of
stability and consistency - does the same measurement tool yield stable and consistent results
when repeated over time Validity refers to the extent we are measuring what we hope to
measure (and what we think we are measuring) To apply these concepts to social research
we want to use measurement tools that are both reliable and valid We want questions that
yield consistent responses when asked multiple times - this is reliability Similarly we want
questions that get accurate responses from respondents - this is validity (Smith Albaum
2005)
16 Designing Questionnaires
After determining established set of scale measurements it is the time to format them into
an instrument for collecting raw data from respondents The purpose of designing reliable
questionnaire is to collect high quality primary data which can be easily transformed into the
information for the manager The main principle in developing questionnaire is its logic
objective and consistent approach rather than creative way of questions development
Everyone understands that words go into questions and that questions go into questionnaires
but not everyone understands that writing questions does not give you a questionnaire (Hair
Bush Ortinau 2006)
During the procedure of formulating and asking questions response nonresponse errors
occur Nonresponse errors can occur due to the length of questionnaire or questions their
complexity or inclusion of personal questions To avoid such type of error it is necessary to
use innovative way of questions formulation by keeping them concise and in the same time
sufficient enough The next step is to shuffle up the formats of questions to keep interest of
respondent to answer Keeping respondent well informed about directions of each part of
questionnaire is also important Researcher should put emphasis on style and format of
questionnaire (font color of paper graphic attributes etc) The final aspect is numbering the
questions to help keep track for both researcher and respondent
15
Response error rise when the actual value of variable contradicts with one in the report
This error can rise from both sides researcher or respondent Respondent is considered as a
person who provides information through communication (interviews questionnaire) or
observation (researcher observe behavior of respondent) Response error though can occur
during one or both of those processes To verify reasons of errors researcher should analyze
steps in delivering information The first one is information formulation and the second is
information transfer Inaccuracy happens during formulation step and ambiguity during
information transfer to respondent (Smith Albaum 2005)
17 Inaccuracy
Inaccuracy as a cause of questionnaire design means that false report is obtained from the
attitudes preferences beliefs feelings of respondent Questions and scales must be used that
enable to get the whole picture of respondent perception on the matter rather than to get a
fragment of his perception Accuracy itself refers to the degree to which the data provide the
researcher with a description of the true state of affairs From this point ―questionnaire design
precision rise up which is the extent to which a questionnaire design can reproduce similar
results over repeated usages (Hair Bush Ortinau 2006)
There are two types of inaccuracies predictive and concurrent Former one is caused by
inaccurate intentions of researcher during problem formulation Concurrent inaccuracy
happens when respondent intentionally provides inaccurate information
Inability to respond and unwillingness to respond are the most common concurrent
inaccuracies Inability to respond happens when question is posed the way it is hard to answer
without certain actions of respondent (check look up some features of product in question)
These problems might occur if respondent does not remember product features questionnaire
is unrealistic badly designed or directed to improper person Also if construction of questions
is developed with misuse of words or general terms
―Unwillingness to respond deals with motivation of respondent Respondent will not
provide accurate or any information due to several costs One of them is time costs which
require respondent to spend time for questionnaire completion So if respondent is busy or
questionnaire is too long she would answer the questions as quick as she can without paying
attention to accuracy For this reason questionnaire section will contain this phrase ―Do you
16
have time now to answer questions or would you rather set a time when I could contact you
again
Second problem is perceived loss of prestige Some questions might influence prestige of
respondent and then he tends to answer in a way not to lose his prestige which leads to
inaccurate answer Examples of areas which involve prestige level is age income educational
level and job position The main key to solution of this problem is to ask for information
twice in different ways
Third area of questions that might bring to unwillingness to respond is invasion of privacy
If questions touch private information about respondent inaccuracy and nonresponse take
place Such area includes questions about family matters income and money attitude finance
respondent hygiene political views religion and etc In this case indirect questions can help
or in case of direct questions still have to placed they should be included in the end of
questionnaire (Smith Albaum 2005)
18 Ambiguity
Ambiguity is considered as errors in constructing written and oral words or behavior
Inaccuracy errors occur during the formulation of information whereas ambiguity errors
happen during transfer of information through communication or observation Unambiguous
situation is the one where researcher asks question and respondent answer based on the same
meaning of words In this case two phase process takes place When question interpreted by
respondent has the same meaning as it is in interpretation of researcher And answer by
respondent is understood the same way as by researcher (Smith Albaum 2005)
―The language of the questionnaire should approximate the level of understanding of the
respondents The choice of words will depend on their educational level the usage of terms
and idioms in the culture and the frames of reference of the respondents If some questions
are either not understood or are interpreted differently by the respondent the researcher will
obtain the wrong answers to the questions and responses will thus be biased Hence the
questions asked the language used and the wording should be appropriate to tap respondents`
attitudes perceptions and feelings (Sekaran Bougie 2009)
Also implicature is an issue related to ambiguity when researcher is using elliptical
sentences (starting with ―Why ―What ―How) and respondent fill in the missing content
17
by herself In standardized interviews respondent should interpret questions as he can which
leads to miscommunication and wrong results So conversational interviewing is when
researcher is trying to explain the meaning of question and not influence the answer (Smith
Albaum 2005) Interview refers to qualitative method to obtain data this study has
quantitative research so it becomes crucial to construct clear and concise questions For this
purpose there will be pretest of questionnaire research by giving out it to my friends and get
feedback Another way to track understanding level of respondent is to set sub questions in
questions which contain highest probability to mislead respondent By simply asking the level
of question comprehension (good or fair) researcher can identify the level of ambiguity in
answers and track those answers which are answered with ―good level of understanding
Question form and question wording has certain relationship to ambiguity
There are four questionanswer types
1 Free answer (open-ended text)
2 Dichotomous and multiple choice answers (select k of n)
3 Rank order answers
4 Constant sum answers
1 Free answer questions imply that respondent will give full answer to the question in his
own words This type of questions require respondent to have ability to express completely
and concisely That is why free answers have great extent of ambiguity during interpretation
process
2 Dichotomous and multiple choice answers are the most common in questionnaires
development General form for both of these answer types is selection of ―k optional answers
out of ―n available ―Select exactly 1 of n Answers is one of such type of answers This is
simple form where k=1 and n is up to researcher desire In dichotomous question options (n
values) range into two extremes (―Yes ―No ―In favor ―Not in favor ―BuyDo not buy
etc) Multiple choice answers are just an extension of dichotomous questions Multiple choice
questions may require selection of several ―k out of ―n possible answers or selection
unlimited amount of ―k answers out of given ―n options
3 Rank order answers allow to put gradation to answer options This type of answers
characterizes data on the most prevailing option and the one which has the least importance to
18
respondent Typical questions can include determining ranking of preferences first to last
most current to least current and etc The most common bias here is that first optional answer
in the question has more chances to be selected Also tied rankings may cause another
problem of data weakening When it is allowed to rank several answer options into one
ranking level it is impossible to determine results out of this answer For the efficiency
purposes maximum of answer options given in rank order questions vary from five to seven
If it is more than seven it is hard for respondent to identify clearly the right ranking order
4 Constant sum question is the form of ranking using allocation of one hundred percent to
the options containing reasons for the statement asked It can be options for the reasons of
company product purchase (Smith Albaum 2005)
Also to create a good questionnaire researcher should include ―positively and negatively
worded questions Instead of developing all questions positively it is better to mix them with
negatively worded questions to reduce the probability of mechanical filling the questionnaire
by respondent ―A respondent who is not particularly interested in completing the
questionnaire is more likely to stay involved and remain alert while answering the questions
when positively and negatively worded questions are interspersed in it For instance if the
respondent has circled 5 for a positively worded question such as ―I feel I have been able to
accomplish a number of different things in my job he cannot circle number 5 again to the
negatively worded question ―I do not feel I am very effective in my job hellip The use of
double negatives and excessive use of the words ―not and ―onl should be avoided in
negatively worded questions because they tend to confuse respondents (Sekaran Bougie
2009)
19 Hints to improve quality of questionnaire
A Neutrality and don`t know or no opinion
It is an option given to respondent to remain neutral to the question provided Once third
option is included researcher does not force respondent to answer and it makes questionnaire
more polite to respondent Based on the nature of the question researcher may include such
options like ―don`t know ―no opinion or ―not applicable ―Don`t know might be
attributed to question dealing with some facts whereas ―no opinion can be attributed to a
19
certain attitude of respondent If such type of option will be included it is important to
increase sample size because of increased probability for respondent to choose neutral answer
B Dichotomous questions
It is the easiest type of questions for respondents It is considered as a question with
average probability for being ambiguous But it has the lowest probability of being ambiguous
among free-answer questions and multiple-choice questions
C Multiple choice questions
The researcher has two options if she wants more detailed information in a certain
question It is to create multiple choice question or free-answer question Usually multiple
choice questions are more complex and longer than the other two (dichotomous and free-
answer) Ambiguity in such type of questions derives from inability to formulate mutually
exclusive alternatives Another reason for ambiguity is limitation of the chosen answer
Respondent should select only one option which most widely answers the question For this
reason researcher may offer to select as many options as respondent wishes There is a table
below which shows relative probability of ambiguity related to form of question
Table 1 ―Form of Question and Relative Probability of Ambiguity (Smith Albaum 2005)
D Question wording
Selection of right words plays important role in questions development So in wording
choose researcher should be extremely careful Ambiguity in wording has several sources
Question length
Respondent unfamiliarity with some words
Relative Probability of Ambiguity
Form of Question Question Answer
Free-answer Lowest Highest
Dichotomous Average Lowest
Multiple-choice Highest Average
20
Ambiguity of context
Two questions included in one sentence
Too broad questions
If questions are too long this will confuse respondent and affect data accuracy For this
reason researcher should keep questions concise and clear If some words in question are
unfamiliar to the respondent this will also lead to confusion and inability to provide right
information So in case of scientific wording in questionnaire and non-homogeneous
backgrounds of respondents low level of vocabulary should be used Also researcher should
verify whether questions imply only one matter in order not to mislead respondent Questions
that lack specificity should also be avoided Those questions are developed with general
words like ―how often for example
In general researcher must provide alternative question wording pretesting and
verification by observation In alternative question wording first have of sample group may
get options in one order and the second one in reverse order Once questionnaire is ready
pretesting is another good way to decrease ambiguity Only one concern here is to choose
relatively the same group of respondents as it will be in the real research By close
communication with respondent in pretesting step researcher can determine some troubles
misunderstandings arose during this step And last advice is verification by observation
Researcher can (where it is possible) verify answers of respondents by observing their actions
related to questions answered It is not the easy activity so only those questions will be
verified where it is possible to do so (Oppenheim 1992)
110 Sampling procedures in Marketing Research
―Sampling is a selection of small number elements from a larger defined target group of
elements and expecting that the information gathered from the small group will allow
judgments to be made about the larger group The main idea of sampling is that a decision is
based on the assumption that the smaller portion or sample is representative of the larger
population (Hair Bush Ortinau 2006)
There should be a strict order in defining sample for research
21
Chart 1 ―Defining Sample
Sampling procedure starts with defining of population Population is amount of units
(individuals legal entities households) which has one or more similar feature among each
other In order to specify population researcher should answer such questions as what kind of
units (elements of analysis) to be included where they reside or their origin and when
(dimension of units in terms of timeframe) Population should be defined as precisely as
possible At the moment of finalizing population definition investigator decides whether it is
necessary to investigate the whole amount of population (census) or a part of it (sample) The
choice depends on the size of population If the size of population is small census can be an
optimal option otherwise should be created sample
Sample design includes type of sample sampling unit and sample frame Majority of
samples are selected by choice of investigator as non-probabilistic method Where
investigator selects elements of sample in terms of convenience availability and own
judgment Researcher uses table or any other random selective device for the probable
method (Smith Albaum 2005)
Define population
Sample design
Sample size
Estimate costs of sampling
Census vs Sample
Execute sampling process
22
―Sampling unit is the basis of the actual sampling procedure It is that segment of the
population actually chosen by the sampling process The sampling unit may contain one or
more population elements That is these units may be individual elements or aggregates of
individual elements (Smith Albaum 2005)
Sample frame is considered as a list of elements of the population For instance it can be
list of characteristics of elements which are expected to pass the interview or fill out
questionnaire In a perfect case sample frame should determine each population element once
and should not include those elements which are not in the population criteria There several
options below of inaccurate sample framing process
Chart 2 ―Sample Framing Processes
A Incomplete
Sampling frame
B Too Comprehensive
C Combination
Sampling frame Population
Sampling frame Population
Population
23
There is also set of questions to ask during generation of sampling list
Does the list contain everyone in the survey population
Does the list include names of people who are not in the study population
How is the list maintained and updated
Are the same sample units included on the list more than once
Does the list contain other information that can be used to improve the survey
(Dillman 2000)
There are four traditional approaches for the determining sample size
1 Arbitrarily or judgmentally determined
2 Minimum cell size in analysis
3 Based on budget
There are two types of costs in sampling process fixed and variable Fixed costs are those
which are determined and constant Variable costs depend on the volume of study being
conducted The dashed line in the upper graph shows interrelation between costs and sample
design If costs are too high researcher reconsiders sample design or sample size
The last step is actual choice of sample There are two main criteria for this process
sample must be adequate and representative For the sample being representative means that it
reflects overall characteristics of the whole population Adequacy is sought in sufficient
amount of elements selected to provide stable results Also there are two types of sampling
designs probability and non-probability samples Non-probability sampling differs from
probability sampling on the basis that in non-probability sampling the sample elements do
not have a known nonzero chance of being selected for the sample In probability sampling
each element has a known and equal probability of selection This study incorporates
probability design because there are no any predisposed respondents (Smith Albaum 2005)
111 Editing Coding and Descriptive Analysis
―Completed questionnaires or other measurement instruments must be edited coded
entered into a data set for processing by computer and carefully analyzed before their
complete meanings and implications can be understood (Smith Albaum 2005)
24
The main reason for this process is converting data obtained into information which will
provide inferences and answers to research question A certain sequence is needed to perform
successful data analysis In short there should be definition of response categories at first
then editing and coding and at last tabulation All these three steps will be implemented in the
practical part
112 Research Errors
In any research errors will occur so management of errors must apply Errors can arise in
any stage of marketing process from problem formulation to report development It is a goal
of investigator to minimize those errors The value of total error is comprised of sampling
error plus non-sampling error Sampling error (usually called as random sampling error) is the
difference between planned sample and the list of interviewees it is formed Non-sampling
errors are those which are not related to the sample itself Usually non-sampling errors related
to sort of bias as the difference between the true value of that which is being measured and the
average value derived from a number of independent measurements of it There are eight
major types of errors
Population specification ndash difference between required population and population
chosen When researcher chooses inappropriate population for the data collection
Sampling difference between required sample and the one that has been selected
When sample does not represent the population selected by using probability sampling
method
Selection error usually occurs when researcher pick up respondents whom she knows
who is more pleasant in general who is easily reached This tendency deviates real
population selected
Frame error Sample frame is a set of representatives of population who relate to
required sample The frame error occurs when elements which are not in the sample
group are investigated
Nonresponse error occurs when all members of the sample cannot be reached or they
refuse to respond
Surrogate information error occurs when investigator is unable to obtain responses and
replace it with proxy answers leading to surrogate information
25
Measurement error occurs in several stages of research transmittal response analysis
In general researcher represents information that he wants rather the real one
Experimental error When investigator is measuring the influence of independent
variables on dependent one while controlling extraneous variables (Smith Albaum
2005)
2 PRACTICAL PART
21 Marketing Research Process Applied
For this study it has been identified that the problem of current situation in MU is its
inability to attract more international students
Problem Formulation Prospective students do not choose MU for degree obtainment
Research goal To identify ways on how to increase studentslsquo inflow into MU by means of
detecting general preferences of MU customers (prospective students and current students)
Research questions
Based on the study of 7P approach made by Jonathan Ivy one research question arises
1 On what element of marketing mix students relied more when choosing MU ―People
―Physical evidence or ―Processes
From another study made by Hsuan-Fu Ho and Chia-Chi Hung second research question
arises
2 Does the possibility of domestic market employability after graduation plays the key role
for choosing MU
26
Method of Inquiry
As been mentioned in the theoretical part the first step in method of inquiry is observation
and description of a phenomenon or a group of related phenomena This step is known for its
qualitative methods of applicability
Have been studying for almost two years in MU and communicating with dozens of
international students I found several aspects to consider for MU attractiveness improvement
Students who stay longer than a semester differ from those who came just for one semester
under Erasmus exchange program This research deals with the first category of students and
for them it is important to have more frequent university-student correspondence Keeping the
fact that education process in Masaryk university different and complicated in terms of
Information Technology (student information system is very confusing with no English
version of some pages) there should be prepared an orientation seminars on how to effectively
use all university premises and surrounding city facilities It can be easily done with the help
of International Students Club which has excellent image among such clubs in Europe There
is orientation week for students but from the students point of view is more prepared to make
things done (like ISIC card issue register to information system) rather than providing
students with tools on how to achieve what they need to This can easily be done by
information system additional applications of city university map student forums and
discussion groups The information system should be done in more client friendly way with
good English translation of the web pages
This work would not include any hypothesis because of the chosen research design ndash
explorative
Research Methodology
In this will be applied nonexperimental method because of objectivity purposes There is
high risk of mislead and misinterpretation to the respondent which will affect the survey
results
Question number 1 2 3 in the survey (can be found in appendix of this work) was
included for the reason to find additional information from prospective students who intend to
continue their study Question number 11 gives idea on the effective media channel that
students got information from Question number 12 and 13 will help to summarize general
student opinion on MU and find some deviations from the rest of the questions
27
Below are the questions in the survey which relate to research question number 1 ―On what
element of marketing mix students relied more when choosing MU ―People ―Physical
evidence or ―Processes
Question number 4 6 7 was adopted from literature source (Jonathan Ivy 2008) of
theoretical part This question identifies the level of ―Processes element of marketing mix
Question number 5 based on the same literature source was adopted to verify another element
of marketing mix ndash ―People Question 8 uncovers the level of third element ―Physical
evidence Question number 10 encompasses all three elements to double check the main
criteria that students choose or consider MU to study
Below are questions in the survey which relate to research question number 2 ―Does the
possibility of domestic market employability after graduation plays the key role for choosing
MU
Questions number 14 and 15 will help to identify the level of studentslsquo motivation to enter
MU for the reason of higher chance of employability after graduation These questions were
adopted from literature source provided by Hsuan-Fu Ho and Chia-Chi Hung
Question number 9 relates to both research questions because it covers the scale of
significant factors that might affect student to choose MU
Research Design
The study entitled ―Quantitative Marketing Research attempts to accumulate the sequence
of procedures to conduct successful marketing research It has been chosen to use quantitative
research for the reason that study aims to find out the answer of a research questions through
numerical evidence This method enables researcher to gather existing information and data
regarding interrelationship between low rate of students registration to MU The study will
help to answer on two research questions posed in this work
Selection of data collection techniques
The study incorporates two techniques of data collection secondary and primary
collection Secondary information reveals current situation of HE marketing worldwide and
primary information helps to find the match up for solution of MU problem and secondary
information findings
28
Sample design
Researcher uses probability sample design with quantity of respondents equal to 26
Data collection
For study purposes data will be collected by giving out questionnaires to current and
prospective students who study or intend to study in English in MU Hard copy questionnaires
will be collected after respondents finish answering them Total collected questionnaires
amount to 26
Research errors
Population Specification error is mastered by questioning potential respondent whether
shehe studies in English Sampling difference researcher will overcome by keeping the
highest level of variety of respondents (by country of origin) Selection error is out of the
matter because researcher is not introduced to the majority of students studying in English
Nonresponse error may occur for the further purposes of the research respondents would be
asked the reasons for rejecting to fill out questionnaire The same procedure is for the
surrogate information ndash if researcher will not be able to get answers from respondents they
will be asked about the reason of rejection
22 Analysis and interpretation of data
Secondary and Primary data is analyzed and interpreted in section 23 and 24 below
23 Secondary data
Marketing communication of universities
As has been mentioned previously in this work the best option to collect relevant primary
data is to rely first on secondary information and then delve down in certain aspects by
collecting primary information In this item it will be explained what has been done in
marketing communication of universities around the world This part will also cover the
question of what communication strategies and tools the international universities use to
attract their students
29
From the first finding to start universities all over the world practicing advertising
campaigns with such words as ―Internationally renowned Award winning Prestigious
Proud history Career oriented etc But not all the time these sparkling words are real truth
―Does it actually matter whether a university has ―tradition if its current practice is poor
Does it matter if a university is ―internationally renowned if the particular course that is
being considered is known to be badly operated by local standards Does it really matter if a
university has ―a proud history if the present isnlsquot very good (Dr DJ Toncich2008)
Australian professor Dr DJ Toncich in 2008 published a book ―Study and Learning in
the Australian University System where he clearly stated various forms of
Marketing in universities of Australia ―The most common example of universities selling the
sizzle rather than the sausage appears in areas such as science engineering and architecture
where potential students are bombarded with glamorous images of spacecraft sky-scraper
buildings nuclear reactors and so on There are different ways how universities attract their
students There is a table provided by Dr DJ Toncich which explains the ways on how to
promote different parts of university image
Table 2 ―Ways on how to promote elements of university image
30
A ―Tool is a part of company (university in this case) image which should be promoted
And ―Vehicle is the way part of the image can be promoted ―Some key points to note are
that the mass media outlets (newspaper television and radio) having the broadest audience
are generally reserved for ―big picture marketing including the universitylsquos brand and
confidencereinforcement strategies Self-evidently promoting to the broadest audience is the
most costly way of getting a message out so the message needs to be simple and clear The
more specialized the audience however the more detailed the information ndash for example
university course guides and handbooks have the most specific audience and subsequently
the highest level of information density In these vehicles there is generally less content
related to the big picture issues of confidence and brand (Dr DJ Toncich 2008)
Nguyen amp Le Blanc (2001) focused on the image and reputation of the institution and
referred to the crucial role these factors played in the development of market positioning ndash
they drew on the well established concepts and theories in business sector marketing for their
study Bonsardi amp Ekwulugo (2003) who claimed that ―a centrally important principle of
marketing is that all marketing activities should be geared towards the customer also relied
on the literature used in business sector marketing and applied it to the context of higher
education
Branding is important for university to stand out in the market In ―ConnectEd
Symposium for the marketing of Higher Education (Chicago November 2011) Rich Lyons
(Dean Haas School of Business University of California Berkley) argued that
―What passes for branding in higher education is often nothing more than a catchy slogan
and logo Branding projects in universities sometimes evoke hostility indifference or bothmdash
or raise the question of why a good school would need to be so concerned about its image that
it would resort to ―corporate measures But when branding reaches deep to magnify a
schoollsquos differentiation and its core essence the result can be a powerful boost on multiple
dimensionsmdashstudent recruitment alumni interest fund raising media interest and so on And
it can resonate with key audiences emotionally to align what the school does with their
passion to change the world Dean Rich Lyons has led the Haas School of Business at UC
Berkeley in branding the school based on codifying its distinctive culture driving that culture
through its business processes and reforming its curriculum to produce a particular type of
leadermdasha path-bending leader The process is lengthy difficult and risks are high Learn why
the rewards of an authentic brand are worth the effort
31
According to this speech strong brand is coming from the culture of interaction among
students and all university staff Mainly students and professors should clearly understand
what matters mostly attracted them in chosen university (values believes attitudes etc should
match up with student`s)
Another aspect for university marketing start up procedure is reposition communications
as a strategic function in a more proactive attitude This matter has been covered by Dr Mark
Putnam President Central College IA in his article ―Do you drive the agenda or go along for
the ride In this article author ―sought to change the view of the marketing and
communications team from customer service providers to strategists He set a good example
with presidential blog using it to elevate the level of discourse at Central Putnam has a track
record for this kind of change management As senior vice president at Northeastern
University (Boston) he worked with the communications team to educate the university about
the strategic role of marketing and branding He comes by this perspective naturally (Dr
Mark Putnam 2011)
To improve university technical tools in attracting students mobile marketing is a great
way ―Mobile marketing brings challenges and opportunities to higher education when scarce
resources limit the ability to add new technologies and techniques to communication plans
We examine the mobile marketing landscape in search of whats most relevant to higher
education today with special attention to student recruitment and brand strength Areas
covered include site design for best task completion writing right for mobile sites monitoring
web analytics and integrating with traditional and social media websites (Bob Johnson
2011)
Another technical tool is digital video clips ―Video in its many forms is becoming a
major factor in our collective lives (80 million hours of video loaded to YouTube every
minute for example) As digital storytelling it is also being used in a variety of ways to build
brand equity with internal and external audiences Outcomes will be a better awareness of the
current trends in using video as a brand building tool and a field guide for teaching others
within the organization to make powerful digital stories Im currently using the workshop at
the UW to train students who will study abroad to make and distribute good quality video
about their experiences (Harry Hayward 2011) In case of brand building using video
assistance viral marketing campaign might work And the last idea which will increase
university profit is web site analytics ―The website is not only a conduit for most of your
marketing efforts todaymdashitlsquos also an incredible tool for measurement and marketing analysis
32
With web analytics you can better quantify the impact of your marketing campaigns improve
the effectiveness of your website segment visitors for micro-marketing efforts and generate
valuable marketing intelligence (Bruce Snyder 2011)
Marketing is the process of customer identification (needs views preferences financial
possibility to buy certain product) This task will be done through primary information
analysis Another task in marketing is development of ―analytics-driven approach to help to
reach a targeted student through search engines mobile smartphones text messaging email
newsletters and social media (Higher Education Marketing Company) This company has a
straight and logic view on marketing process in university which provides a wide scope of
services Google Analytics Search Engine Optimization Pay Per Click Marketing Social
Media Marketing Google Maps amp Local Search Web Design amp Development Mobile
Marketing Short Message Service (SMS) Another very effective tool is SEO (search engine
optimization) which allows embedding into the company website option for the most
important (most likely needed) words phrases while creating company web pages This set of
words with high possibility that potential customer will dial up will give opportunity for the
company website to pop up in the top list of the search engine (Google chrome yahoo etc)
Under research problem ndash low enrollment of students the researcher should look for the
findings of other studies relevant to this study problem The questions to start with are ―What
factors in university marketing practices are missing to achieve constant enrollment growth
―Is there any interrelationship of those factors and university attractiveness growth
One of the studies has been conducted among students registered state subsidized
universities in South Africa The purpose of this paper was to present a new marketing mix
based on MBA studentslsquo attitudes and opinions towards the marketing initiatives of business
schools in South Africa The findings of this study revealed showed seven quite distinct
underlying factors in the marketing activities of these business schools some covering the
same elements of the traditional marketing mix people promotion and price There were
however four different elements programme prominence prospectus and premiums ―The
marketing mix is a set of controllable marketing tools that an institution uses to produce the
response it wants from its various target markets It consists of everything that the university
can do to influence the demand for the services that its offers Tangible products have
traditionally used a 4Ps model the services sector on the other hand uses a 7P approach in
order to satisfy the needs of the service providerlsquos customers product price place
promotion people physical facilities and processes The product is what is being sold It is
33
more than a simple set of tangible features it is a complex bundle of benefits that satisfy
customer needs The price element of the services marketing mix is dominated by what is
being charged for the degree or tuition fees that are required to enroll at the university Place
is the distribution method that the university adopts to provide the tuition to its market in a
manner that meets if not exceeds student expectations Promotion encompasses all the tools
that universities can use to provide the market with information on its offerings advertising
publicity public relations and sales promotional efforts (Jonathan Ivy 2008) This traditional
model encompasses tools which deal with tangible products In case of university it provides
intangible product which needs more tools for promotion Fifth tool is people who are
considered as a staff in university (academic administrative and support staff) To have a
prominent image university should have teaching staff reputations PhD holders Professorial
title holders Also administrative staff can also play an important role to attain prospective
students by simply providing professional phone call inquiry
The newest addition to the marketing mix is physical evidence and processes Physical
evidence is attributed to internal and external appearance of the entity (from teaching
materials to facade of the building and lecture rooms) ―Processes are all the administrative
and bureaucratic functions of the university from the handling of enquiries to registration
from course evaluation to examinations from result dissemination to graduation to name but
a few During the period that the student is registered processes need to be set in motion to
ensure that the student registers for the correct courses has marks or grades correctly
calculated and entered against the studentlsquos name and is ultimately awarded the correct
qualification While this might seem quite straight forward there are numerous other
processes that need to be implemented concurrently (with the finance system
accommodation time tabling and the library) to ensure the highest level of student
satisfaction The findings of this research suggest that the traditional 4- 5- and indeed 7P
marketing services marketing mix may not be the best way to approach the marketing of
MBA programs in South Africa Using principal components factor analysis on 25 commonly
used marketing tools indicates that four new distinctive and independent elements exist along
with three elements from the traditional marketing mix (Jonathan Ivy 2008) The most
important element from the marketing mix was ―program element (the range of electives in
the degree choice of majors) The second was ―prominence of the degree (academic staff
reputations position on league tables or MBA reviews in the popular press) The traditional
promotions element of the marketing mix was split into two areas standard mass media
34
advertising and hard copy promotional materials such as the university prospectus and direct
mail posted to prospective students called ―prospectus in the MBA marketing mix The
price element is dominated by flexible payment of tuition fees which means that students are
price sensitive and looking for payment flexibility The people element has had a small
modification with face-to-face teaching being included along with personal contact with
graduates and open day attendance The final element of the new marketing mix is called
premiums This is a diverse element of the mix which included accommodation the number
of modules in the degree student exchange programmes university computer facilities and
class sizes While this element was considered the least important of the marketing tools not
offering some of these items could seriously damage the recruitment prospects of a business
school Indeed some items would be considered a standard offering of a university and
expected by a student without further consideration or evaluation (Jonathan Ivy 2008)
So from this study researcher may answer on the posed questions before There is indeed
some other factors out of the standard marketing mix which in this case (higher education
marketing) play a key role In order to finally apply those factors into the practical
implementation researcher should check whether all of those factors remain important for
MU For this purpose primary data should be collected by creating questionnaire which
includes new marketing mix tools
Another study conducted in the realm of marketing communications in Taiwan includes
other findings The purpose of this study was to examine how a graduate institute at National
Chiayi University (NCYU) by using a model that integrates analytic hierarchy process
cluster analysis and correspondence analysis can develop effective marketing strategies
This research revealed that even though universities and colleges in Taiwan have
increasingly realized the importance of having sound marketing strategies to stay competitive
they have concentrated their marketing strategies on promotion ndash advertising tuition
reduction scholarships etc This trend has often obscured the fact that marketing should be
based on customer needs with better efforts made to fulfill these needs Although market
segmentation and positioning enable marketers and institutional planners in higher education
to understand customer needs and to visualize institutional advantages in relation to their
competitorslsquo positions these are relatively new endeavors in educational marketing in
Taiwan
The results display that the five most important factors for studentslsquo school selection
were employability curriculum academic reputation faculty and research environment
35
Students perceived NCYU to be strongly associated with lower tuition fewer entrance-exam
subjects lower entrance-exam pass rates and easier graduation requirements (Hsuan-Fu Ho
Chia-Chi Hung 2008)
In order to verify whether such criteria are also indisputable preconditions for choosing
MU as a potential tertiary institution they should be included into the study questionnaire
As we can see that in secondary information there are many ways on how to improve
university standing and how to reach a customer But this information does not give us the
picture of Masaryk University customer why she chose MU what were the preferences to
choose it where she first time got to know about it and etc That is why for this part ndash to get
the picture of MU customer from primary data collection and then apply appropriate tools that
have been mentioned before would be a good combination for a successful marketing
campaign
24 Primary data
For the purpose of this study ndash increase MU attractiveness primary data has been
collected Researcher developed questionnaire which consists of 15 questions and randomly
gave out to international students The main goal of this questionnaire is to answer two
research questions set by researcher
1 On what element of marketing mix students relied more when choosing MU ―People
―Physical evidence or ―Processes
2 Does the possibility of domestic market employability after graduation plays the key role
for choosing MU
These two research questions will help to get a clue on how specifically to improve
attractiveness of MU
Data is analyzed by using excel Microsoft office application with support of various graphs
and tables It has been calculated that majority of respondents are current students in MU
which gives more in depth data describing university attractiveness
36
Graph 1 ―Identification of students` status
It is 62 of respondents stated that they are currently study in MU This will bring more in
depth data from the survey
Specializations have wider split up with two major elements Informatics and Medicine
amount to 32 and 27 accordingly Unfortunately there are no any students from sport
faculty As it has been mentioned respondents were chosen randomly so it can be obvious
that there is big amount of students studying or intend to study medicine and informatics
Graph 2 ―Identification variability of specializations
37
Country of origin table shows that students from Slovakia have majority Probably
because of country and national closeness to Czech Republic The second biggest majority is
students from United Kindom after them students from Russia and Hungary
Graph 3 ―Country of origin split up
Question number 4 relates to first research question (On what element of marketing mix
students relied more when choosing MU ―People ―Physical evidence or ―Processes)
which specifies the level of ―Process element in MU In general the level of handling phone
callemail is acceptable with 14 respondents answered as completely sufficient or completely
sufficient with additional information This shows that majority of students are satisfied with
first impression of contacting MU
38
Chart 3 ―Level of handling callemail inquiry
Question number 5 explains another element in first research question which is ―People It
is evident that for majority of students academic experience is the most important to know
about professors professionalism But it is also a big quantity of those who did not analyze
any information Five students responded that work experience in business sphere is a key
criteria to choose MU
Chart 4 ―Criteria for identifying professionalism of university teaching staff
The ―Process element is evaluated in question number six which explains the level of
administrative and bureaucratic functions in MU on the matter of convenience and usage
Number of courses
teachers offer
Quantity of
publication of
teachers
Work experience
in business sphere Academic
Experience Professional
title in
business
I didn`t analyze
any information
about academic
staff in MU
39
Chart 5 ―Convenience
On the chart it is shown that students rate these functions as convenient with only several
students who perceive it as rather inconvenient On the ―Usage chart it has also positive
trend representing that MU administrative and bureaucratic process is highly useful
Chart 6 ―Usage
Question number seven explains third element ―Physical evidence In graph below it is
obvious that majority of students do not check this element while choosing MU
40
Graph 4 ―Identification of processes element
69 replied negatively and 31 positively which means that this factor does not play a
key role in selecting university Majority of students rate MU facilities as comfortable It is
shown in the table below that eleven students rate facilities as good
Chart 7 ―Identification of physical evidence element
Question number nine encompasses several criteria which were taken from two elements of
marketing mix ―People and ―Physical evidence and some were not from this marketing
mix like ―ability to get employment in home country ―worldwide acceptable diploma
These two factors were taken from the second research question ―Does the possibility of
41
domestic market employability after graduation plays the key role for choosing MU Results
showed that students highly value ―ability to get employment in home country (16
respondents gave highest score) Also highly rated MU diploma as worldwide acceptable (15
respondents gave the highest score) Also for respondents it is important (with lower grading
score ndash ―4) ―Strong academic staff and ―Excellent laboratory facilities
Chart 8 ―MU criteria
Question number 10 includes set of common services that university provides to students
This question helps to understand what services MU provides sufficiently to students Results
showed that sufficient services that MU provides are almost all which have been mentioned in
the options list Only ―Small class sizes do not meet big majority expectations
a Ability to get
employment in home
country
b Strong
academic staff
d Library
facilities
c Excellent
laboratory
facilities
e Worldwide
acceptable diploma
42
Chart 9 ―MU services
Interesting results gave to the researcher questions number 11 which shows that mostly
students got to know about MU from internet search engines and from relativeslsquo advice
Graph 5 ―Media channel of MU
Question number 12 and 13 give overall satisfaction level with MU Question number 12
has been adopted from theoretical part which asks whether student is ready to enter university
again if heshe would have the same opportunity Question number 13 is double-checking this
statement Results are showing that majority of respondents would enter MU again and they
are satisfied with overall MU educational service
Reasonable
accommodation
Exchange
programs
Number of
modules
Small class
sizes
Internship
possibility
Research
environment Faculty
43
Graph 6 ―Choosing MU
Graph 7 ―General satisfaction of MU
Although researcher might observe big quantity of students who are relactant to answer
Graph derived from question 12 shows that half of respondents do not have such a strong
feeling to reenter MU The same situation is in general satisfaction of MU where 38
remained neutral
The last two questions deal with second research question And here results are varied
Graph 8 derived from question 14 depicts that MU degree is not that helpful for getting the
job back in home country Only 23 answered that degree surely will help to get a high paid
44
position 38 replied as ―probably yes 35 answered as ―not sure and 4 answered
―probably not So around 61 of respondents feel positive about successful employment
back home the rest are not that confident
Graph 8 ―Employability element
Graph 9 ―Employability element second question
If respondents replied positively on 14th
question then they were asked to state the reason
for this As it can be seen above high standard European education is playing a key role for
successful employment Also the rest of options have high scores too
45
RESEARCH REPORT
In the purpose of survey it was essential to understand which of three elements in
marketing mix (―People ―Processes and ―Physical evidence) students rely more and
therefore less while choosing MU According to study made in South Africa by Jonathan Ivy
there are seven elements in marketing mix which all equally important for improving
company attractiveness in service business Researcher of this study picked three out of
seven because they more closely respond to actual service oriented company The rest four
elements (product price promotion place) were existing before as traditional marketing mix
for all types of businesses So the element ―Processes uncovers with questions number 4 and
6 From the graphs it is obvious that students are satisfied with this marketing mix This gives
university strong point in attracting students Call email handling Information system
functionality and other bureaucratic functions work sufficiently well 22 students rated
callemail handling as positive Usage and convenience of different MU functional processes
are also positively appreciated with 13 students for convenience and 15 for usefulness From
this data it can be clearly stated that students do rely on effective functions of MU
Element ―People is identified in questions 5 9 and 10 Question 5 gives information that
students do not mainly rely on ―People element while choosing MU 9 students did not
analyze any information about professionalism of university teaching staff Meanwhile the
main factor on what students pay attention is academic experience of teachers But answers
for the questions 9 and 10 gives a tendency that students do rate criteria ―Professionalism of
teachers high but actually they give lower score for this actual criteria in question number
10 In question number 5 students chose different aspects of professionalism of teachers as a
criteria to enter MU Total score for professionalism aspects is 4+4+5+10+4=27 Also in
question number 9 criteria ―strong academic staff accumulates 17 points (it is taken only 4
and 5 levels of importance) But in question number 10 only students give only ten points for
―faculty as a sufficient service provided by MU It can be assumed that students had higher
expectation before entering into university that they have got
Element ―Physical evidence is seen as not important for respondents Graph for question
number 7 shows that 69 of students did not check elements of ―Physical evidence Also
majority of students rate university facilities as ―Good with opportunity to select ―Excellent
46
status (in question number 8) On the other hand students rate university accommodation and
research environment as high enough (question number 10) It can be concluded that during
the process of choosing university students do not rely heavily on ―Physical evidence But
they did get reasonable service in ―Physical evidence while studying in MU
Second research question states ―Does the possibility of domestic market employability
after graduation plays the key role for choosing MU After analysis of relevant graphs and
tables it became clear that this factor (possibility to get employed) is very important for
students So question number 9 gets the highest score (16) for criteria in choosing MU ndash
―ability to get employment in home country and also high score for ―worldwide acceptable
diploma Even though students rate possibility to get employed as the highest criteria to
enter MU 39 of students are not sure or don not think they will obtain high paid job back
home Here is the point to work for MU administration Students rely on high standard
European education and English language education as a key criterion for being confident in
getting well paid job (question number 15)
The data analysis process constitutes the following
1 MU has convenient and useful bureaucratic functions which are considered as a strong
point in delivering knowledge without obstacles It is difficult to identify the level of
―processes in organization but some points can be highlighted in promotion materials It can
be description of functionality of Information System or description of easy courses
registration
2 Element ―People has deviation in what is expected and what is delivered Students
have a bit higher expectations on the level of teaching staff experience and competence It is
recommended to do a deeper research on the reasons for this deviation But for now it can be
decided to arrange seminars or trainings for teacher to improve their marketing knowledge
and explain commercial tendency in market of high education
3 University ―Physical evidence is has strong rate of sufficiency The only problem that
students do not feel need to pay attention on this element Here MU administration should put
accent on Including pictures of libraries with free Wi-fi canteens computer labs which have
good and pleasant conditions
4 The most important criteria for students to choose MU is high possibility to get
employed at home But this perspective lacks consistency because there is significant amount
of students who remain uncertain in the future employability This gap can be solved by
successful decision making of three elements above ―People ―Processes and ―Physical
47
evidence But it is recommended to conduct further survey questioning the reasons of
students` uncertainty in future employability Maybe the reason is not related to some weak
points in marketing mix but the problem in home countries itself (political instability
nepotism etc)
To sum up the general situation in four factors mentioned above ―processes should be
promoted to international students as a smooth tool in obtaining degree ―people should go
through training on how to deliver lecture in contemporary commercial world of high
education market ―physical evidence should be mentioned in promotion of MU ―student
employability will be interrelated with ―people plus MU has to install closer relationship
with international companies (internships provision seminars with company representatives
professional lectures from leading companies etc)
Secondary information has also a great help in increasing university attractiveness
Viral marketing can be applied to MU because question number 11 shows that internet search
engine is a key tool how students found about MU There is a video of experience Brno life
among Erasmus Students which can be remade as a good promotion video of student life on
campus For Masaryk University very effective tool will be Google Analytics giving a wide
scope of techniques on how to track differentiate and analyze visitors ―Google Analytics is
the enterprise-class web analytics solution that gives rich insights into the website traffic and
marketing effectiveness Powerful flexible and easy-to-use features now give opportunity to
see and analyze your traffic data in an entirely new way With Google Analytics it is easier to
write better-targeted ads strengthen marketing initiatives and create higher converting
websites (Google Analytics website)
In general MU marketing politics should involve techniques mentioned by Jarvis J in his
book ―What Would Google Do Companies must learn that they are better off when they
cede control to their customers Give us control we will use it and you will win
Also it is important to read blogs There are search engines for blogs like Technorati
Icerocket Google Bloglines Pub-sub where MU marketing officials can search for MU
discussion groups or some topics
MU officials should constantly maintain ―conversation with current students It is a good
idea to start communication with those bloggers who care enough to talk about MU products
and service and brand The least MU officials can do is engage them and join the
conversation Even further step can be done Ask consumers what they think MU
48
administration should do MU will end up with better products and do a better job selling
them to more satisfied customers who can even help each other if MU officials let them
Next it will be effective to start university blog where students openly and forthrightly
share the problems and the solutions as they occur There is no reason why a university dean
should not open a direct conversation with the public That will do more to change the
culturemdashto finally make it customer-focused and mean itmdashthan a dozen consultants a
hundred off- sites or a million ad impressions
During of development process of some programs or anything in university it is better to
involve students in this process also
The last but not the least is links on the website of MU There are three links on the ESF
faculty One of them is ―Review of economic perspectives ―call for papers and Citi Bank
banner There should be more links to Headhunters conferences industry associations
current job opportunities etc This gives website alive image and helpful time spending
49
CONCLUSION
This study has been conducted in favor of future Masaryk University prosperity in the
current commercial world Researcher had a strong motivation to give helpful secondary and
primary information which will foster university educational process in the frames of
contemporary world
Of course any research comes up with further recommendations to analyze questionable
matters in results obtained Researcher believes that this work is just another step to constant
need of self-improvement
Researcher advices to put more accent on IT support to promote university image and
therefore increate its attractiveness (Harry Hayward 2011) mentioned that 80 million hours
of video loaded to YouTube every minute So there is high potential for promotion Viral
video of MU will hit several aspects of university improvement brand product suite
differentiation lifestyle according to Dr DJToncich Apart of that it is recommended to
build system of values believes and attitudes among students and university staff and
promote this in the future According to Dr Mark Putman it is essential nowadays to educate
university staff about strategic role of marketing and branding Website analytics would be
useful for measurement and marketing analysis Search optimization engine is another tool on
how to maintain university webpage in the top 10 results in Google chrome or other web
search engines On YouTube there is option to post advertisement of a company only in the
videos which are related to the sphere of products or services company offer So MU might
sign a contract of including its advertisement on videos which has key words as ―education
―high ―in English etc
According to primary data obtained it is obvious that several aspects in MU marketing
mix do not match high criteria among students Once one factor ―People would be solved
through trainings and constant updating knowledge of personnel another interrelated problem
will be offset ndash ―Employability But there is no any research done on interdependence of
these two factors so for further analysis of situation another research should be taken The
main purpose of this research would be identification of cause and effect linkages between
50
―People ―Employability and other factors which influence studentslsquo ability to get high paid
job back home And there are a lot of those factors starting from political situation in the
country to the level of corruption and nepotism
MU has potential to improve its educational process as we do the students because we are
the main customers for our university But one thing should not be forgotten and it is
companies which have strong notion about reality in one or another specialization That is
why my last advice for Masaryk University is to appeal as a liaison entity between students
and companies
51
REFERENCES
Barabba Vincent P Zaltman Gerald 1991 ―Hearing the Voice of the Market Competitive
Advantage Through Creative Use of Market Information Chapter 5
Conway Tony Stephen Mackay David Yorke (1994) Strategic Planning in Higher
Education Who Are the Customers International Journal of Educational Management
Vol 8 Iss 6 pp29 ndash 36
Cooper Donald R Schindler Pamela S 2003 ―Business research methods 8th ed
Dillman Don A 2000 ―Mail and Internet Surveys The Tailored Design Method 2nd
Edition New York
Dekeba Alemayehu 2003 ―Basic of Marketing Research Methods
URL httpwwwglobuszcomebooksMarketingResearchindexhtm
Hemsley-Brown JV and Oplatka I2006 Universities in a competitive global marketplace
a systematic review of the literature on higher education marketinglsquo International Journal
of Public Sector Management Vol 19 No 4 pp 316-338
Harry Hayward ―The power of digital storytelling 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Hair Joseph F - Bush Robert P - Ortinau David J ―Marketing research within a changing
information environment 3rd ed2006
Hsuan-Fu Ho Chia-Chi Hung Marketing mix formulation for higher education An
integrated analysis employing analytic hierarchy process cluster analysis and
correspondence analysis International Journal of Educational Management Vol 2 Iss
4 2008
Jarowski Ajay K Kohli and Arvind Sahay 2000 ―Market ndash Driven Versus Driving
Markets Journal of the Academy of Marketing Science 45-54
Johnson Bob ―Mobile marketing in higher education getting ready for 1012 and beyond
2011
URLhttpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Jarvis J ―What Would Google Do Adobe Acrobat eBook Reader 2008
52
Jonathan Ivy A new higher education marketing mix the 7Ps for MBA marketing
International Journal of Educational Management Vol 22 Iss 4 2008
Kotler Philip Fox Karen FA 1985 Strategic Marketing for Educational Institutions
Mora Michaela ―What Is Statistical Significance 2011
URL httprelevantinsightscomtagsample-size
Nha Nguyen Gaston LeBlanc 2001 Image and Reputation of Higher Education Institutions
in Studentslsquo Retention Decisions International Journal of Educational Management
Vol 15 Iss 6
URL httpwwwemeraldinsightcomjournalshtmarticleid=838798amp
Oppenheim ldquoQuestionnaire Design Interviewing and Attitude Measurementrdquo 1992
Oud Jacqueline 2004 ―Market research versus marketing research
Pimpa Nattavud 2003 ―Internationalization and trade in higher education opportunities and
challenges
Putnam Mark ―Do you drive the agenda or go along for the ride 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Rakhee Vyas Anne L Souchon 2003 Symbolic Use of Export Information A
Multidisciplinary Approach to Conceptual Development and Key Consequences
International Marketing Review Vol 20 Iss 1 pp67 ndash 94
URL httpwwwemeraldinsightcomjournalshtmarticleid=855530
Rich Lyons ―Authentic branding how creating a school brand with culture and curriculum
just might help save us 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Robert S Michael ―Inquiry amp Scientific Method 2002
URL httpwwwindianaedu~educy520sec5982week_1inquiry_sci_method02pdf
Rodriguez G ―5 Questions to Help You Understand Your Customer 2004
URL httpwwwpowerhomebizcomvol146customerhtm
Sekaran Uma Bougie Johan Roger Gisbert2009 ―Research Methods for Business a Skill
Building Approach 5th ed
Singleton Royce A Jr and Bruce C Straits 1999 Approaches to Social Research (3rd
Edition) New York Oxford University Press
Smith Scott M Albaum Gerald S 2005 ―Fundamentals of Marketing Research
Snyder Bruce ―Maximizing the power of web analytics 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Toncich ―Study and Learning in the Australian University System
53
URL httpwwwdoctorteenetfilesunibook04_ppdf
WEBSITES
Experiment-Resourcescom ―Comparing Quantitative and Qualitative Research 2009
URL wwwexperiment-resourcescomquantitative-and-qualitative-researchhtml
Higher Education Marketing Company Canada
URL httpwwwhigher-education-marketingcomcontact
Google Analytics website
URL httpwwwgooglecomintlenanalytics
54
Appendix A Questionnaire
Dear respondent this questionnaire is created in terms of Master`s degree diploma thesis The main goal of
this survey is to improve Masaryk University attractiveness by deriving the reasons for choosing Masaryk
University in obtaining a degree The answers will be kept as confidential and would not be used in any
other purposes other than for this research If you would have any questions regarding the results of this
survey please contact me
Ilya Shaiderov (380502mailmunicz)
Thank you for your cooperation
1 Are you a current or prospective student ____________________
2 What specialization you are obtaining or intend to obtain in MU ____________________
3 Please specify your country of origin ____________________
4 Please rate the level of handling your first phone callemail inquiry by MU staff (only if it is
applicable to your case)
1 2 3 4 5
5 While considering MU as an option to study what criteria did (do) you analyze to check
professionalism of university teaching staff (you may choose several options)
a Number of courses teachers offer
b Quantity of publication of teachers
c Work experience in business sphere
d Academic Experience
e Professional title in business
f I didn`t analyze any information about academic staff in MU
No response
Insufficient response
Sufficient enough
Completely sufficient with additional information
Completely sufficient
55
6 (Only for current students) Could you characterize the process of courses registration usage of IS
system and other administrative and bureaucratic functions of university (please choose one in each
scale)
Convenience
1 2 3 4 5
Usage
1 2 3 4 5
7 (For both current and prospective students) While choosing MU did (do) you check quantity of
books in university library accessibility of electronic databases new editions of study materials
overall quality of library
Yes
No
8 (Only for current students) Please rate MU facilities (buildings classrooms computer labs etc) on
the matter of ―comfortability
1 2 3 4 5
Excellent Good Sufficient Not enough Bad
Completely Convenient
Rather Convenient
Convenient Rather Inconvenient
Completely Inconvenient
Completely Useful
Rather Useful
Useful Rather Useless
Completely Useless
56
9 (For both current and prospective students) How do you rate the following factors as criteria for
choosing MU (1- least important 5 ndash most important)
a Ability to get employment in home country
b Strong academic staff
c Excellent laboratory facilities
d Library facilities
e Worldwide acceptable diploma
10 Please choose (mark ―V) services that MU sufficiently provides to you as a student (in case you
are prospective student - should be provided)
___ Reasonable accommodation (covered by student)
___ The number of modules in the degree and big variety of elective courses
___ Student exchange programs
___ Research environment (sufficient up to date study materials computer labs laboratories etc)
___ Small class sizes
___ Internship possibility
___ Faculty (profound selection of PhD and profession specialists)
1 2
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57
11 From what source you first found out about Masaryk University
a Website search engine
b Advice of friends parents etc
c TV
d Newspaper please specify____________
e Journals please specify____________
f Billboards
g Website banners please specify website_______________
h Other source__________________________
12 (Only for current students) If you had do it over again would you still choose MU If not please
specify why
a Yes
b Not sure
c Probably would
d Probably would not (please specify why)
__________________________________________________________________________________
__________________________________________________________________________________
________________________________________________________________
13 (Only for current students) Please describe your level of general satisfaction with university
a Not satisfied at all
b Neutral
c Satisfied
d Very satisfied
58
14 (For both current and prospective students) Do you think MU degree will help you to get above
average salary in your home country
a No b Probably not c Not sure d Probably yes c Yes
15 If you think that MU degree helps to get well paid job in your home country what might be
reasons for that (more than one reason can be selected)
a High standard European education d Possibility to pass internship in Europe
b Degree specialization choice e Other_________________________
c Education in English language
10
controlled experiments and simulation Secondary sources are taken from external
organizations which conducted research with similar purposes Usually it is statistical
committees government bodies NGO`s and etc Respondents also serve as a source of
informative and behavioral information Experiment usage might also bring valuable
information Sometimes it is better (high expenses time shortage) to implement simulation to
a certain situation Simulation is considered as a set of techniques for manipulating a model of
some real world process to find numerical solutions useful in the real process being modeled
(Smith Albaum 2005)
Selection of data collection techniques
Information itself is divided into three categories primary secondary and commercial
Secondary information is gathered by passing actual research conduction Primary
information is coming from data collected by investigator and serve as a main answer to
research question Commercial data is collected by marketing agencies and contains primary
and secondary information
It is better to start collecting secondary information first because it is less expensive and it
can offset the need of doing own research Even though if it will not solve the problem
secondary information can clarify the problem in more detail and help to develop advices to
research questions Also help in planning the gathering of primary data and defining the
population and selecting the sample
Secondary Information
Secondary information has two types ndash internal and external Internal information can be
found within the company past researches and report whereas external is outside of the
company Using internal secondary information will shed light on model and size of product
by area kind of account and industry medium amount of sales by area sales volume
percentage share of sales by product model product size etc External secondary information
allows verifying overall size of market characteristics of market features of competitor
products prices and promotion (Smith Albaum 2005)
Primary Information
The major source of marketing research is primary data In the process of gathering this
data researcher deals with respondent Respondent is a person who provides answers to the
11
questionnaire developed by researcher Answers are not the only findings that can be
collected in primary data collection Respondentslsquo behavior is another key aspect to observe
and analyze future choice of consumer
The main advantage of primary data collection is itlsquos up to date information which respond
researcherlsquos main criteria ndash the extent of the obsolescence of collected data That is why
primary data gives more realistic view to the researcher Another advantage is that primary
information can be collected in varied ways from interview to email questionnaire This gives
researcher flexibility in choosing process Cost and time spend to acquire this type of
information varies It can be attributed to the quantity of respondents should be asked their
accessibility in terms of location and etc So it is the researcher who decides whether to
collect primary data or not based on availability of secondary data time and budget of
research
The main disadvantage of primary data collection is incorrect questionnaire design
(questions answer options place of survey and etc) If doing so researcher may mislead
himself in data analysis and come up to a wrong conclusion Time might be another aspect to
consider as disadvantage for collecting primary data There is higher possibility to obtain
statisticalmarket research from some agency already prepared rather than spending time in
collecting surveys analyze them and synthesize to make final conclusion The best option is
of course to attain secondary information about the topic and then based on its outcomes
collect primary information
In this study will only be included quantitative techniques Questions will be included to
derive attitude to contemporary high education among students
Sample Design
It is rare that in marketing research the whole population is analyzed Sample is mainly a
small representative group of people that reflects all potential consumers Sample selection is
derived from consideration of the relevant systematic and variable errors that might occur
during the research process (Smith Albaum 2005) ―There are several compelling reasons
for sampling including (1) lower cost (2) greater accuracy of results (3) greater speed of
data collection and (4) availability of population elements There are two types of sampling
to choose nonprobability and probability sampling Probability sampling is based on the
concept of random selection ndash a controlled procedure that assures that each population
element is given a known nonzero chance of selection In contrast nonprobability sampling is
12
arbitrary and subjective Each member does not have a known nonzero chance of being
included (Cooper Schindler 2003)
Analysis and Interpretation of Data Collected
The first step in processing of data is editing of complete schedulesquestionnaires Editing
is a process of checking to detect and or correct errors and omissions Editing is done at two
stages first at the fieldwork stage and second at office
Field editing
During the stress of interviewing the interviewer cannot always record responses
completely and legibly Therefore after each interview is over he should review the schedule
to complete abbreviated responses rewrite illegible responses and correct omissions
Office editing
All completed schedulesquestionnaires should be thoroughly checked in the office for
Completeness accuracy and uniformity
Coding
Coding means assigning numerals or other symbols to the categories or responses For
each question a coding scheme is designed on the basis of the con med categories The coding
schemes with their assigned symbols together with specific coding instructions may be
assembled in a book After the transcription of data is over data are summarized and arranged
in a compact form for further analysis This process is called tabulation
Tabulation
Thus tabulation is the process of summarizing raw data and displaying them on compact
statistical tables for further analysis It involves counting of the number of cases falling into
each of several categories
Tabulation can be done by hand or by mechanical or electronic devices The choice depends
upon the size and type of study cost considerations time pressures and the availability of
tabulating machines or computers In this project tabulation and statistics will be done by
using Microsoft excel spread sheet (Debeka 2003)
The Research Report
―Results of the research can be described in short or in long reports Short reports are
appropriate when the problem is well defined is of limited scope and has a simple and
straightforward methodology Short reports are about five pages Long reports are of two
13
types Technical report is written for an audience of researchers And management report
written for the nontechnically oriented manager or client (Cooper Schindler 2003) This
paper is considered to be a tool for a managing director (dean) of the university who might
not have research background so the results of the research will be represented as managerial
report
14 The Research Plan
Research plan is needed to organize everything in a way that each stage would clearly
derive from the previous one It is a tool to control and follow up all procedures of research
project It starts off with stating objectives (primary and secondary) then problem analysis
(includes research problems questions hypotheses interconnection between objectives and
problem) Research design is next one It has four subsets (1) research methodology (how the
research will be made) (2) research techniques (methods and procedures for data gathering)
(3) sample design and selection (what is the size of sample is there any subsamples how you
will make sure that it is representative sample How the sample size was determined) The
fourth stage of research plan is proposed analysis (tabulation procedures cross-analysis
tabulations and their reasons type of statistical analysis) (Smith Albaum 2005)
15 Measurement
In marketing research measurement plays a key role Accurate measurement of variables
brings to right results and therefore to right management decisions The main goal of accurate
measurement is to characterize customers` attitude toward a product ―Researchers use the
measurement process by assigning either numbers or labels to (1) people`s thoughts feelings
behaviors and characteristics (2) the features or attributes of objects (3) the aspects of ideas
or (4) any type of phenomenon or event using specific rules to represent quantities andor
qualities of the factors being investigated For example to gather data that will offer insight
about people who shop for automobiles online (a marketing phenomenon) researcher collects
information on the demographic characteristics attitudes perceptions past online purchase
14
behaviors and other relevant factors associated with these people (Hair Bush Ortinau
2006)
Two of the primary criteria of evaluation in any measurement or observation are
Whether we are measuring what we intend to measure
Whether the same measurement process yields the same results
These two concepts are validity and reliability Reliability is concerned with questions of
stability and consistency - does the same measurement tool yield stable and consistent results
when repeated over time Validity refers to the extent we are measuring what we hope to
measure (and what we think we are measuring) To apply these concepts to social research
we want to use measurement tools that are both reliable and valid We want questions that
yield consistent responses when asked multiple times - this is reliability Similarly we want
questions that get accurate responses from respondents - this is validity (Smith Albaum
2005)
16 Designing Questionnaires
After determining established set of scale measurements it is the time to format them into
an instrument for collecting raw data from respondents The purpose of designing reliable
questionnaire is to collect high quality primary data which can be easily transformed into the
information for the manager The main principle in developing questionnaire is its logic
objective and consistent approach rather than creative way of questions development
Everyone understands that words go into questions and that questions go into questionnaires
but not everyone understands that writing questions does not give you a questionnaire (Hair
Bush Ortinau 2006)
During the procedure of formulating and asking questions response nonresponse errors
occur Nonresponse errors can occur due to the length of questionnaire or questions their
complexity or inclusion of personal questions To avoid such type of error it is necessary to
use innovative way of questions formulation by keeping them concise and in the same time
sufficient enough The next step is to shuffle up the formats of questions to keep interest of
respondent to answer Keeping respondent well informed about directions of each part of
questionnaire is also important Researcher should put emphasis on style and format of
questionnaire (font color of paper graphic attributes etc) The final aspect is numbering the
questions to help keep track for both researcher and respondent
15
Response error rise when the actual value of variable contradicts with one in the report
This error can rise from both sides researcher or respondent Respondent is considered as a
person who provides information through communication (interviews questionnaire) or
observation (researcher observe behavior of respondent) Response error though can occur
during one or both of those processes To verify reasons of errors researcher should analyze
steps in delivering information The first one is information formulation and the second is
information transfer Inaccuracy happens during formulation step and ambiguity during
information transfer to respondent (Smith Albaum 2005)
17 Inaccuracy
Inaccuracy as a cause of questionnaire design means that false report is obtained from the
attitudes preferences beliefs feelings of respondent Questions and scales must be used that
enable to get the whole picture of respondent perception on the matter rather than to get a
fragment of his perception Accuracy itself refers to the degree to which the data provide the
researcher with a description of the true state of affairs From this point ―questionnaire design
precision rise up which is the extent to which a questionnaire design can reproduce similar
results over repeated usages (Hair Bush Ortinau 2006)
There are two types of inaccuracies predictive and concurrent Former one is caused by
inaccurate intentions of researcher during problem formulation Concurrent inaccuracy
happens when respondent intentionally provides inaccurate information
Inability to respond and unwillingness to respond are the most common concurrent
inaccuracies Inability to respond happens when question is posed the way it is hard to answer
without certain actions of respondent (check look up some features of product in question)
These problems might occur if respondent does not remember product features questionnaire
is unrealistic badly designed or directed to improper person Also if construction of questions
is developed with misuse of words or general terms
―Unwillingness to respond deals with motivation of respondent Respondent will not
provide accurate or any information due to several costs One of them is time costs which
require respondent to spend time for questionnaire completion So if respondent is busy or
questionnaire is too long she would answer the questions as quick as she can without paying
attention to accuracy For this reason questionnaire section will contain this phrase ―Do you
16
have time now to answer questions or would you rather set a time when I could contact you
again
Second problem is perceived loss of prestige Some questions might influence prestige of
respondent and then he tends to answer in a way not to lose his prestige which leads to
inaccurate answer Examples of areas which involve prestige level is age income educational
level and job position The main key to solution of this problem is to ask for information
twice in different ways
Third area of questions that might bring to unwillingness to respond is invasion of privacy
If questions touch private information about respondent inaccuracy and nonresponse take
place Such area includes questions about family matters income and money attitude finance
respondent hygiene political views religion and etc In this case indirect questions can help
or in case of direct questions still have to placed they should be included in the end of
questionnaire (Smith Albaum 2005)
18 Ambiguity
Ambiguity is considered as errors in constructing written and oral words or behavior
Inaccuracy errors occur during the formulation of information whereas ambiguity errors
happen during transfer of information through communication or observation Unambiguous
situation is the one where researcher asks question and respondent answer based on the same
meaning of words In this case two phase process takes place When question interpreted by
respondent has the same meaning as it is in interpretation of researcher And answer by
respondent is understood the same way as by researcher (Smith Albaum 2005)
―The language of the questionnaire should approximate the level of understanding of the
respondents The choice of words will depend on their educational level the usage of terms
and idioms in the culture and the frames of reference of the respondents If some questions
are either not understood or are interpreted differently by the respondent the researcher will
obtain the wrong answers to the questions and responses will thus be biased Hence the
questions asked the language used and the wording should be appropriate to tap respondents`
attitudes perceptions and feelings (Sekaran Bougie 2009)
Also implicature is an issue related to ambiguity when researcher is using elliptical
sentences (starting with ―Why ―What ―How) and respondent fill in the missing content
17
by herself In standardized interviews respondent should interpret questions as he can which
leads to miscommunication and wrong results So conversational interviewing is when
researcher is trying to explain the meaning of question and not influence the answer (Smith
Albaum 2005) Interview refers to qualitative method to obtain data this study has
quantitative research so it becomes crucial to construct clear and concise questions For this
purpose there will be pretest of questionnaire research by giving out it to my friends and get
feedback Another way to track understanding level of respondent is to set sub questions in
questions which contain highest probability to mislead respondent By simply asking the level
of question comprehension (good or fair) researcher can identify the level of ambiguity in
answers and track those answers which are answered with ―good level of understanding
Question form and question wording has certain relationship to ambiguity
There are four questionanswer types
1 Free answer (open-ended text)
2 Dichotomous and multiple choice answers (select k of n)
3 Rank order answers
4 Constant sum answers
1 Free answer questions imply that respondent will give full answer to the question in his
own words This type of questions require respondent to have ability to express completely
and concisely That is why free answers have great extent of ambiguity during interpretation
process
2 Dichotomous and multiple choice answers are the most common in questionnaires
development General form for both of these answer types is selection of ―k optional answers
out of ―n available ―Select exactly 1 of n Answers is one of such type of answers This is
simple form where k=1 and n is up to researcher desire In dichotomous question options (n
values) range into two extremes (―Yes ―No ―In favor ―Not in favor ―BuyDo not buy
etc) Multiple choice answers are just an extension of dichotomous questions Multiple choice
questions may require selection of several ―k out of ―n possible answers or selection
unlimited amount of ―k answers out of given ―n options
3 Rank order answers allow to put gradation to answer options This type of answers
characterizes data on the most prevailing option and the one which has the least importance to
18
respondent Typical questions can include determining ranking of preferences first to last
most current to least current and etc The most common bias here is that first optional answer
in the question has more chances to be selected Also tied rankings may cause another
problem of data weakening When it is allowed to rank several answer options into one
ranking level it is impossible to determine results out of this answer For the efficiency
purposes maximum of answer options given in rank order questions vary from five to seven
If it is more than seven it is hard for respondent to identify clearly the right ranking order
4 Constant sum question is the form of ranking using allocation of one hundred percent to
the options containing reasons for the statement asked It can be options for the reasons of
company product purchase (Smith Albaum 2005)
Also to create a good questionnaire researcher should include ―positively and negatively
worded questions Instead of developing all questions positively it is better to mix them with
negatively worded questions to reduce the probability of mechanical filling the questionnaire
by respondent ―A respondent who is not particularly interested in completing the
questionnaire is more likely to stay involved and remain alert while answering the questions
when positively and negatively worded questions are interspersed in it For instance if the
respondent has circled 5 for a positively worded question such as ―I feel I have been able to
accomplish a number of different things in my job he cannot circle number 5 again to the
negatively worded question ―I do not feel I am very effective in my job hellip The use of
double negatives and excessive use of the words ―not and ―onl should be avoided in
negatively worded questions because they tend to confuse respondents (Sekaran Bougie
2009)
19 Hints to improve quality of questionnaire
A Neutrality and don`t know or no opinion
It is an option given to respondent to remain neutral to the question provided Once third
option is included researcher does not force respondent to answer and it makes questionnaire
more polite to respondent Based on the nature of the question researcher may include such
options like ―don`t know ―no opinion or ―not applicable ―Don`t know might be
attributed to question dealing with some facts whereas ―no opinion can be attributed to a
19
certain attitude of respondent If such type of option will be included it is important to
increase sample size because of increased probability for respondent to choose neutral answer
B Dichotomous questions
It is the easiest type of questions for respondents It is considered as a question with
average probability for being ambiguous But it has the lowest probability of being ambiguous
among free-answer questions and multiple-choice questions
C Multiple choice questions
The researcher has two options if she wants more detailed information in a certain
question It is to create multiple choice question or free-answer question Usually multiple
choice questions are more complex and longer than the other two (dichotomous and free-
answer) Ambiguity in such type of questions derives from inability to formulate mutually
exclusive alternatives Another reason for ambiguity is limitation of the chosen answer
Respondent should select only one option which most widely answers the question For this
reason researcher may offer to select as many options as respondent wishes There is a table
below which shows relative probability of ambiguity related to form of question
Table 1 ―Form of Question and Relative Probability of Ambiguity (Smith Albaum 2005)
D Question wording
Selection of right words plays important role in questions development So in wording
choose researcher should be extremely careful Ambiguity in wording has several sources
Question length
Respondent unfamiliarity with some words
Relative Probability of Ambiguity
Form of Question Question Answer
Free-answer Lowest Highest
Dichotomous Average Lowest
Multiple-choice Highest Average
20
Ambiguity of context
Two questions included in one sentence
Too broad questions
If questions are too long this will confuse respondent and affect data accuracy For this
reason researcher should keep questions concise and clear If some words in question are
unfamiliar to the respondent this will also lead to confusion and inability to provide right
information So in case of scientific wording in questionnaire and non-homogeneous
backgrounds of respondents low level of vocabulary should be used Also researcher should
verify whether questions imply only one matter in order not to mislead respondent Questions
that lack specificity should also be avoided Those questions are developed with general
words like ―how often for example
In general researcher must provide alternative question wording pretesting and
verification by observation In alternative question wording first have of sample group may
get options in one order and the second one in reverse order Once questionnaire is ready
pretesting is another good way to decrease ambiguity Only one concern here is to choose
relatively the same group of respondents as it will be in the real research By close
communication with respondent in pretesting step researcher can determine some troubles
misunderstandings arose during this step And last advice is verification by observation
Researcher can (where it is possible) verify answers of respondents by observing their actions
related to questions answered It is not the easy activity so only those questions will be
verified where it is possible to do so (Oppenheim 1992)
110 Sampling procedures in Marketing Research
―Sampling is a selection of small number elements from a larger defined target group of
elements and expecting that the information gathered from the small group will allow
judgments to be made about the larger group The main idea of sampling is that a decision is
based on the assumption that the smaller portion or sample is representative of the larger
population (Hair Bush Ortinau 2006)
There should be a strict order in defining sample for research
21
Chart 1 ―Defining Sample
Sampling procedure starts with defining of population Population is amount of units
(individuals legal entities households) which has one or more similar feature among each
other In order to specify population researcher should answer such questions as what kind of
units (elements of analysis) to be included where they reside or their origin and when
(dimension of units in terms of timeframe) Population should be defined as precisely as
possible At the moment of finalizing population definition investigator decides whether it is
necessary to investigate the whole amount of population (census) or a part of it (sample) The
choice depends on the size of population If the size of population is small census can be an
optimal option otherwise should be created sample
Sample design includes type of sample sampling unit and sample frame Majority of
samples are selected by choice of investigator as non-probabilistic method Where
investigator selects elements of sample in terms of convenience availability and own
judgment Researcher uses table or any other random selective device for the probable
method (Smith Albaum 2005)
Define population
Sample design
Sample size
Estimate costs of sampling
Census vs Sample
Execute sampling process
22
―Sampling unit is the basis of the actual sampling procedure It is that segment of the
population actually chosen by the sampling process The sampling unit may contain one or
more population elements That is these units may be individual elements or aggregates of
individual elements (Smith Albaum 2005)
Sample frame is considered as a list of elements of the population For instance it can be
list of characteristics of elements which are expected to pass the interview or fill out
questionnaire In a perfect case sample frame should determine each population element once
and should not include those elements which are not in the population criteria There several
options below of inaccurate sample framing process
Chart 2 ―Sample Framing Processes
A Incomplete
Sampling frame
B Too Comprehensive
C Combination
Sampling frame Population
Sampling frame Population
Population
23
There is also set of questions to ask during generation of sampling list
Does the list contain everyone in the survey population
Does the list include names of people who are not in the study population
How is the list maintained and updated
Are the same sample units included on the list more than once
Does the list contain other information that can be used to improve the survey
(Dillman 2000)
There are four traditional approaches for the determining sample size
1 Arbitrarily or judgmentally determined
2 Minimum cell size in analysis
3 Based on budget
There are two types of costs in sampling process fixed and variable Fixed costs are those
which are determined and constant Variable costs depend on the volume of study being
conducted The dashed line in the upper graph shows interrelation between costs and sample
design If costs are too high researcher reconsiders sample design or sample size
The last step is actual choice of sample There are two main criteria for this process
sample must be adequate and representative For the sample being representative means that it
reflects overall characteristics of the whole population Adequacy is sought in sufficient
amount of elements selected to provide stable results Also there are two types of sampling
designs probability and non-probability samples Non-probability sampling differs from
probability sampling on the basis that in non-probability sampling the sample elements do
not have a known nonzero chance of being selected for the sample In probability sampling
each element has a known and equal probability of selection This study incorporates
probability design because there are no any predisposed respondents (Smith Albaum 2005)
111 Editing Coding and Descriptive Analysis
―Completed questionnaires or other measurement instruments must be edited coded
entered into a data set for processing by computer and carefully analyzed before their
complete meanings and implications can be understood (Smith Albaum 2005)
24
The main reason for this process is converting data obtained into information which will
provide inferences and answers to research question A certain sequence is needed to perform
successful data analysis In short there should be definition of response categories at first
then editing and coding and at last tabulation All these three steps will be implemented in the
practical part
112 Research Errors
In any research errors will occur so management of errors must apply Errors can arise in
any stage of marketing process from problem formulation to report development It is a goal
of investigator to minimize those errors The value of total error is comprised of sampling
error plus non-sampling error Sampling error (usually called as random sampling error) is the
difference between planned sample and the list of interviewees it is formed Non-sampling
errors are those which are not related to the sample itself Usually non-sampling errors related
to sort of bias as the difference between the true value of that which is being measured and the
average value derived from a number of independent measurements of it There are eight
major types of errors
Population specification ndash difference between required population and population
chosen When researcher chooses inappropriate population for the data collection
Sampling difference between required sample and the one that has been selected
When sample does not represent the population selected by using probability sampling
method
Selection error usually occurs when researcher pick up respondents whom she knows
who is more pleasant in general who is easily reached This tendency deviates real
population selected
Frame error Sample frame is a set of representatives of population who relate to
required sample The frame error occurs when elements which are not in the sample
group are investigated
Nonresponse error occurs when all members of the sample cannot be reached or they
refuse to respond
Surrogate information error occurs when investigator is unable to obtain responses and
replace it with proxy answers leading to surrogate information
25
Measurement error occurs in several stages of research transmittal response analysis
In general researcher represents information that he wants rather the real one
Experimental error When investigator is measuring the influence of independent
variables on dependent one while controlling extraneous variables (Smith Albaum
2005)
2 PRACTICAL PART
21 Marketing Research Process Applied
For this study it has been identified that the problem of current situation in MU is its
inability to attract more international students
Problem Formulation Prospective students do not choose MU for degree obtainment
Research goal To identify ways on how to increase studentslsquo inflow into MU by means of
detecting general preferences of MU customers (prospective students and current students)
Research questions
Based on the study of 7P approach made by Jonathan Ivy one research question arises
1 On what element of marketing mix students relied more when choosing MU ―People
―Physical evidence or ―Processes
From another study made by Hsuan-Fu Ho and Chia-Chi Hung second research question
arises
2 Does the possibility of domestic market employability after graduation plays the key role
for choosing MU
26
Method of Inquiry
As been mentioned in the theoretical part the first step in method of inquiry is observation
and description of a phenomenon or a group of related phenomena This step is known for its
qualitative methods of applicability
Have been studying for almost two years in MU and communicating with dozens of
international students I found several aspects to consider for MU attractiveness improvement
Students who stay longer than a semester differ from those who came just for one semester
under Erasmus exchange program This research deals with the first category of students and
for them it is important to have more frequent university-student correspondence Keeping the
fact that education process in Masaryk university different and complicated in terms of
Information Technology (student information system is very confusing with no English
version of some pages) there should be prepared an orientation seminars on how to effectively
use all university premises and surrounding city facilities It can be easily done with the help
of International Students Club which has excellent image among such clubs in Europe There
is orientation week for students but from the students point of view is more prepared to make
things done (like ISIC card issue register to information system) rather than providing
students with tools on how to achieve what they need to This can easily be done by
information system additional applications of city university map student forums and
discussion groups The information system should be done in more client friendly way with
good English translation of the web pages
This work would not include any hypothesis because of the chosen research design ndash
explorative
Research Methodology
In this will be applied nonexperimental method because of objectivity purposes There is
high risk of mislead and misinterpretation to the respondent which will affect the survey
results
Question number 1 2 3 in the survey (can be found in appendix of this work) was
included for the reason to find additional information from prospective students who intend to
continue their study Question number 11 gives idea on the effective media channel that
students got information from Question number 12 and 13 will help to summarize general
student opinion on MU and find some deviations from the rest of the questions
27
Below are the questions in the survey which relate to research question number 1 ―On what
element of marketing mix students relied more when choosing MU ―People ―Physical
evidence or ―Processes
Question number 4 6 7 was adopted from literature source (Jonathan Ivy 2008) of
theoretical part This question identifies the level of ―Processes element of marketing mix
Question number 5 based on the same literature source was adopted to verify another element
of marketing mix ndash ―People Question 8 uncovers the level of third element ―Physical
evidence Question number 10 encompasses all three elements to double check the main
criteria that students choose or consider MU to study
Below are questions in the survey which relate to research question number 2 ―Does the
possibility of domestic market employability after graduation plays the key role for choosing
MU
Questions number 14 and 15 will help to identify the level of studentslsquo motivation to enter
MU for the reason of higher chance of employability after graduation These questions were
adopted from literature source provided by Hsuan-Fu Ho and Chia-Chi Hung
Question number 9 relates to both research questions because it covers the scale of
significant factors that might affect student to choose MU
Research Design
The study entitled ―Quantitative Marketing Research attempts to accumulate the sequence
of procedures to conduct successful marketing research It has been chosen to use quantitative
research for the reason that study aims to find out the answer of a research questions through
numerical evidence This method enables researcher to gather existing information and data
regarding interrelationship between low rate of students registration to MU The study will
help to answer on two research questions posed in this work
Selection of data collection techniques
The study incorporates two techniques of data collection secondary and primary
collection Secondary information reveals current situation of HE marketing worldwide and
primary information helps to find the match up for solution of MU problem and secondary
information findings
28
Sample design
Researcher uses probability sample design with quantity of respondents equal to 26
Data collection
For study purposes data will be collected by giving out questionnaires to current and
prospective students who study or intend to study in English in MU Hard copy questionnaires
will be collected after respondents finish answering them Total collected questionnaires
amount to 26
Research errors
Population Specification error is mastered by questioning potential respondent whether
shehe studies in English Sampling difference researcher will overcome by keeping the
highest level of variety of respondents (by country of origin) Selection error is out of the
matter because researcher is not introduced to the majority of students studying in English
Nonresponse error may occur for the further purposes of the research respondents would be
asked the reasons for rejecting to fill out questionnaire The same procedure is for the
surrogate information ndash if researcher will not be able to get answers from respondents they
will be asked about the reason of rejection
22 Analysis and interpretation of data
Secondary and Primary data is analyzed and interpreted in section 23 and 24 below
23 Secondary data
Marketing communication of universities
As has been mentioned previously in this work the best option to collect relevant primary
data is to rely first on secondary information and then delve down in certain aspects by
collecting primary information In this item it will be explained what has been done in
marketing communication of universities around the world This part will also cover the
question of what communication strategies and tools the international universities use to
attract their students
29
From the first finding to start universities all over the world practicing advertising
campaigns with such words as ―Internationally renowned Award winning Prestigious
Proud history Career oriented etc But not all the time these sparkling words are real truth
―Does it actually matter whether a university has ―tradition if its current practice is poor
Does it matter if a university is ―internationally renowned if the particular course that is
being considered is known to be badly operated by local standards Does it really matter if a
university has ―a proud history if the present isnlsquot very good (Dr DJ Toncich2008)
Australian professor Dr DJ Toncich in 2008 published a book ―Study and Learning in
the Australian University System where he clearly stated various forms of
Marketing in universities of Australia ―The most common example of universities selling the
sizzle rather than the sausage appears in areas such as science engineering and architecture
where potential students are bombarded with glamorous images of spacecraft sky-scraper
buildings nuclear reactors and so on There are different ways how universities attract their
students There is a table provided by Dr DJ Toncich which explains the ways on how to
promote different parts of university image
Table 2 ―Ways on how to promote elements of university image
30
A ―Tool is a part of company (university in this case) image which should be promoted
And ―Vehicle is the way part of the image can be promoted ―Some key points to note are
that the mass media outlets (newspaper television and radio) having the broadest audience
are generally reserved for ―big picture marketing including the universitylsquos brand and
confidencereinforcement strategies Self-evidently promoting to the broadest audience is the
most costly way of getting a message out so the message needs to be simple and clear The
more specialized the audience however the more detailed the information ndash for example
university course guides and handbooks have the most specific audience and subsequently
the highest level of information density In these vehicles there is generally less content
related to the big picture issues of confidence and brand (Dr DJ Toncich 2008)
Nguyen amp Le Blanc (2001) focused on the image and reputation of the institution and
referred to the crucial role these factors played in the development of market positioning ndash
they drew on the well established concepts and theories in business sector marketing for their
study Bonsardi amp Ekwulugo (2003) who claimed that ―a centrally important principle of
marketing is that all marketing activities should be geared towards the customer also relied
on the literature used in business sector marketing and applied it to the context of higher
education
Branding is important for university to stand out in the market In ―ConnectEd
Symposium for the marketing of Higher Education (Chicago November 2011) Rich Lyons
(Dean Haas School of Business University of California Berkley) argued that
―What passes for branding in higher education is often nothing more than a catchy slogan
and logo Branding projects in universities sometimes evoke hostility indifference or bothmdash
or raise the question of why a good school would need to be so concerned about its image that
it would resort to ―corporate measures But when branding reaches deep to magnify a
schoollsquos differentiation and its core essence the result can be a powerful boost on multiple
dimensionsmdashstudent recruitment alumni interest fund raising media interest and so on And
it can resonate with key audiences emotionally to align what the school does with their
passion to change the world Dean Rich Lyons has led the Haas School of Business at UC
Berkeley in branding the school based on codifying its distinctive culture driving that culture
through its business processes and reforming its curriculum to produce a particular type of
leadermdasha path-bending leader The process is lengthy difficult and risks are high Learn why
the rewards of an authentic brand are worth the effort
31
According to this speech strong brand is coming from the culture of interaction among
students and all university staff Mainly students and professors should clearly understand
what matters mostly attracted them in chosen university (values believes attitudes etc should
match up with student`s)
Another aspect for university marketing start up procedure is reposition communications
as a strategic function in a more proactive attitude This matter has been covered by Dr Mark
Putnam President Central College IA in his article ―Do you drive the agenda or go along for
the ride In this article author ―sought to change the view of the marketing and
communications team from customer service providers to strategists He set a good example
with presidential blog using it to elevate the level of discourse at Central Putnam has a track
record for this kind of change management As senior vice president at Northeastern
University (Boston) he worked with the communications team to educate the university about
the strategic role of marketing and branding He comes by this perspective naturally (Dr
Mark Putnam 2011)
To improve university technical tools in attracting students mobile marketing is a great
way ―Mobile marketing brings challenges and opportunities to higher education when scarce
resources limit the ability to add new technologies and techniques to communication plans
We examine the mobile marketing landscape in search of whats most relevant to higher
education today with special attention to student recruitment and brand strength Areas
covered include site design for best task completion writing right for mobile sites monitoring
web analytics and integrating with traditional and social media websites (Bob Johnson
2011)
Another technical tool is digital video clips ―Video in its many forms is becoming a
major factor in our collective lives (80 million hours of video loaded to YouTube every
minute for example) As digital storytelling it is also being used in a variety of ways to build
brand equity with internal and external audiences Outcomes will be a better awareness of the
current trends in using video as a brand building tool and a field guide for teaching others
within the organization to make powerful digital stories Im currently using the workshop at
the UW to train students who will study abroad to make and distribute good quality video
about their experiences (Harry Hayward 2011) In case of brand building using video
assistance viral marketing campaign might work And the last idea which will increase
university profit is web site analytics ―The website is not only a conduit for most of your
marketing efforts todaymdashitlsquos also an incredible tool for measurement and marketing analysis
32
With web analytics you can better quantify the impact of your marketing campaigns improve
the effectiveness of your website segment visitors for micro-marketing efforts and generate
valuable marketing intelligence (Bruce Snyder 2011)
Marketing is the process of customer identification (needs views preferences financial
possibility to buy certain product) This task will be done through primary information
analysis Another task in marketing is development of ―analytics-driven approach to help to
reach a targeted student through search engines mobile smartphones text messaging email
newsletters and social media (Higher Education Marketing Company) This company has a
straight and logic view on marketing process in university which provides a wide scope of
services Google Analytics Search Engine Optimization Pay Per Click Marketing Social
Media Marketing Google Maps amp Local Search Web Design amp Development Mobile
Marketing Short Message Service (SMS) Another very effective tool is SEO (search engine
optimization) which allows embedding into the company website option for the most
important (most likely needed) words phrases while creating company web pages This set of
words with high possibility that potential customer will dial up will give opportunity for the
company website to pop up in the top list of the search engine (Google chrome yahoo etc)
Under research problem ndash low enrollment of students the researcher should look for the
findings of other studies relevant to this study problem The questions to start with are ―What
factors in university marketing practices are missing to achieve constant enrollment growth
―Is there any interrelationship of those factors and university attractiveness growth
One of the studies has been conducted among students registered state subsidized
universities in South Africa The purpose of this paper was to present a new marketing mix
based on MBA studentslsquo attitudes and opinions towards the marketing initiatives of business
schools in South Africa The findings of this study revealed showed seven quite distinct
underlying factors in the marketing activities of these business schools some covering the
same elements of the traditional marketing mix people promotion and price There were
however four different elements programme prominence prospectus and premiums ―The
marketing mix is a set of controllable marketing tools that an institution uses to produce the
response it wants from its various target markets It consists of everything that the university
can do to influence the demand for the services that its offers Tangible products have
traditionally used a 4Ps model the services sector on the other hand uses a 7P approach in
order to satisfy the needs of the service providerlsquos customers product price place
promotion people physical facilities and processes The product is what is being sold It is
33
more than a simple set of tangible features it is a complex bundle of benefits that satisfy
customer needs The price element of the services marketing mix is dominated by what is
being charged for the degree or tuition fees that are required to enroll at the university Place
is the distribution method that the university adopts to provide the tuition to its market in a
manner that meets if not exceeds student expectations Promotion encompasses all the tools
that universities can use to provide the market with information on its offerings advertising
publicity public relations and sales promotional efforts (Jonathan Ivy 2008) This traditional
model encompasses tools which deal with tangible products In case of university it provides
intangible product which needs more tools for promotion Fifth tool is people who are
considered as a staff in university (academic administrative and support staff) To have a
prominent image university should have teaching staff reputations PhD holders Professorial
title holders Also administrative staff can also play an important role to attain prospective
students by simply providing professional phone call inquiry
The newest addition to the marketing mix is physical evidence and processes Physical
evidence is attributed to internal and external appearance of the entity (from teaching
materials to facade of the building and lecture rooms) ―Processes are all the administrative
and bureaucratic functions of the university from the handling of enquiries to registration
from course evaluation to examinations from result dissemination to graduation to name but
a few During the period that the student is registered processes need to be set in motion to
ensure that the student registers for the correct courses has marks or grades correctly
calculated and entered against the studentlsquos name and is ultimately awarded the correct
qualification While this might seem quite straight forward there are numerous other
processes that need to be implemented concurrently (with the finance system
accommodation time tabling and the library) to ensure the highest level of student
satisfaction The findings of this research suggest that the traditional 4- 5- and indeed 7P
marketing services marketing mix may not be the best way to approach the marketing of
MBA programs in South Africa Using principal components factor analysis on 25 commonly
used marketing tools indicates that four new distinctive and independent elements exist along
with three elements from the traditional marketing mix (Jonathan Ivy 2008) The most
important element from the marketing mix was ―program element (the range of electives in
the degree choice of majors) The second was ―prominence of the degree (academic staff
reputations position on league tables or MBA reviews in the popular press) The traditional
promotions element of the marketing mix was split into two areas standard mass media
34
advertising and hard copy promotional materials such as the university prospectus and direct
mail posted to prospective students called ―prospectus in the MBA marketing mix The
price element is dominated by flexible payment of tuition fees which means that students are
price sensitive and looking for payment flexibility The people element has had a small
modification with face-to-face teaching being included along with personal contact with
graduates and open day attendance The final element of the new marketing mix is called
premiums This is a diverse element of the mix which included accommodation the number
of modules in the degree student exchange programmes university computer facilities and
class sizes While this element was considered the least important of the marketing tools not
offering some of these items could seriously damage the recruitment prospects of a business
school Indeed some items would be considered a standard offering of a university and
expected by a student without further consideration or evaluation (Jonathan Ivy 2008)
So from this study researcher may answer on the posed questions before There is indeed
some other factors out of the standard marketing mix which in this case (higher education
marketing) play a key role In order to finally apply those factors into the practical
implementation researcher should check whether all of those factors remain important for
MU For this purpose primary data should be collected by creating questionnaire which
includes new marketing mix tools
Another study conducted in the realm of marketing communications in Taiwan includes
other findings The purpose of this study was to examine how a graduate institute at National
Chiayi University (NCYU) by using a model that integrates analytic hierarchy process
cluster analysis and correspondence analysis can develop effective marketing strategies
This research revealed that even though universities and colleges in Taiwan have
increasingly realized the importance of having sound marketing strategies to stay competitive
they have concentrated their marketing strategies on promotion ndash advertising tuition
reduction scholarships etc This trend has often obscured the fact that marketing should be
based on customer needs with better efforts made to fulfill these needs Although market
segmentation and positioning enable marketers and institutional planners in higher education
to understand customer needs and to visualize institutional advantages in relation to their
competitorslsquo positions these are relatively new endeavors in educational marketing in
Taiwan
The results display that the five most important factors for studentslsquo school selection
were employability curriculum academic reputation faculty and research environment
35
Students perceived NCYU to be strongly associated with lower tuition fewer entrance-exam
subjects lower entrance-exam pass rates and easier graduation requirements (Hsuan-Fu Ho
Chia-Chi Hung 2008)
In order to verify whether such criteria are also indisputable preconditions for choosing
MU as a potential tertiary institution they should be included into the study questionnaire
As we can see that in secondary information there are many ways on how to improve
university standing and how to reach a customer But this information does not give us the
picture of Masaryk University customer why she chose MU what were the preferences to
choose it where she first time got to know about it and etc That is why for this part ndash to get
the picture of MU customer from primary data collection and then apply appropriate tools that
have been mentioned before would be a good combination for a successful marketing
campaign
24 Primary data
For the purpose of this study ndash increase MU attractiveness primary data has been
collected Researcher developed questionnaire which consists of 15 questions and randomly
gave out to international students The main goal of this questionnaire is to answer two
research questions set by researcher
1 On what element of marketing mix students relied more when choosing MU ―People
―Physical evidence or ―Processes
2 Does the possibility of domestic market employability after graduation plays the key role
for choosing MU
These two research questions will help to get a clue on how specifically to improve
attractiveness of MU
Data is analyzed by using excel Microsoft office application with support of various graphs
and tables It has been calculated that majority of respondents are current students in MU
which gives more in depth data describing university attractiveness
36
Graph 1 ―Identification of students` status
It is 62 of respondents stated that they are currently study in MU This will bring more in
depth data from the survey
Specializations have wider split up with two major elements Informatics and Medicine
amount to 32 and 27 accordingly Unfortunately there are no any students from sport
faculty As it has been mentioned respondents were chosen randomly so it can be obvious
that there is big amount of students studying or intend to study medicine and informatics
Graph 2 ―Identification variability of specializations
37
Country of origin table shows that students from Slovakia have majority Probably
because of country and national closeness to Czech Republic The second biggest majority is
students from United Kindom after them students from Russia and Hungary
Graph 3 ―Country of origin split up
Question number 4 relates to first research question (On what element of marketing mix
students relied more when choosing MU ―People ―Physical evidence or ―Processes)
which specifies the level of ―Process element in MU In general the level of handling phone
callemail is acceptable with 14 respondents answered as completely sufficient or completely
sufficient with additional information This shows that majority of students are satisfied with
first impression of contacting MU
38
Chart 3 ―Level of handling callemail inquiry
Question number 5 explains another element in first research question which is ―People It
is evident that for majority of students academic experience is the most important to know
about professors professionalism But it is also a big quantity of those who did not analyze
any information Five students responded that work experience in business sphere is a key
criteria to choose MU
Chart 4 ―Criteria for identifying professionalism of university teaching staff
The ―Process element is evaluated in question number six which explains the level of
administrative and bureaucratic functions in MU on the matter of convenience and usage
Number of courses
teachers offer
Quantity of
publication of
teachers
Work experience
in business sphere Academic
Experience Professional
title in
business
I didn`t analyze
any information
about academic
staff in MU
39
Chart 5 ―Convenience
On the chart it is shown that students rate these functions as convenient with only several
students who perceive it as rather inconvenient On the ―Usage chart it has also positive
trend representing that MU administrative and bureaucratic process is highly useful
Chart 6 ―Usage
Question number seven explains third element ―Physical evidence In graph below it is
obvious that majority of students do not check this element while choosing MU
40
Graph 4 ―Identification of processes element
69 replied negatively and 31 positively which means that this factor does not play a
key role in selecting university Majority of students rate MU facilities as comfortable It is
shown in the table below that eleven students rate facilities as good
Chart 7 ―Identification of physical evidence element
Question number nine encompasses several criteria which were taken from two elements of
marketing mix ―People and ―Physical evidence and some were not from this marketing
mix like ―ability to get employment in home country ―worldwide acceptable diploma
These two factors were taken from the second research question ―Does the possibility of
41
domestic market employability after graduation plays the key role for choosing MU Results
showed that students highly value ―ability to get employment in home country (16
respondents gave highest score) Also highly rated MU diploma as worldwide acceptable (15
respondents gave the highest score) Also for respondents it is important (with lower grading
score ndash ―4) ―Strong academic staff and ―Excellent laboratory facilities
Chart 8 ―MU criteria
Question number 10 includes set of common services that university provides to students
This question helps to understand what services MU provides sufficiently to students Results
showed that sufficient services that MU provides are almost all which have been mentioned in
the options list Only ―Small class sizes do not meet big majority expectations
a Ability to get
employment in home
country
b Strong
academic staff
d Library
facilities
c Excellent
laboratory
facilities
e Worldwide
acceptable diploma
42
Chart 9 ―MU services
Interesting results gave to the researcher questions number 11 which shows that mostly
students got to know about MU from internet search engines and from relativeslsquo advice
Graph 5 ―Media channel of MU
Question number 12 and 13 give overall satisfaction level with MU Question number 12
has been adopted from theoretical part which asks whether student is ready to enter university
again if heshe would have the same opportunity Question number 13 is double-checking this
statement Results are showing that majority of respondents would enter MU again and they
are satisfied with overall MU educational service
Reasonable
accommodation
Exchange
programs
Number of
modules
Small class
sizes
Internship
possibility
Research
environment Faculty
43
Graph 6 ―Choosing MU
Graph 7 ―General satisfaction of MU
Although researcher might observe big quantity of students who are relactant to answer
Graph derived from question 12 shows that half of respondents do not have such a strong
feeling to reenter MU The same situation is in general satisfaction of MU where 38
remained neutral
The last two questions deal with second research question And here results are varied
Graph 8 derived from question 14 depicts that MU degree is not that helpful for getting the
job back in home country Only 23 answered that degree surely will help to get a high paid
44
position 38 replied as ―probably yes 35 answered as ―not sure and 4 answered
―probably not So around 61 of respondents feel positive about successful employment
back home the rest are not that confident
Graph 8 ―Employability element
Graph 9 ―Employability element second question
If respondents replied positively on 14th
question then they were asked to state the reason
for this As it can be seen above high standard European education is playing a key role for
successful employment Also the rest of options have high scores too
45
RESEARCH REPORT
In the purpose of survey it was essential to understand which of three elements in
marketing mix (―People ―Processes and ―Physical evidence) students rely more and
therefore less while choosing MU According to study made in South Africa by Jonathan Ivy
there are seven elements in marketing mix which all equally important for improving
company attractiveness in service business Researcher of this study picked three out of
seven because they more closely respond to actual service oriented company The rest four
elements (product price promotion place) were existing before as traditional marketing mix
for all types of businesses So the element ―Processes uncovers with questions number 4 and
6 From the graphs it is obvious that students are satisfied with this marketing mix This gives
university strong point in attracting students Call email handling Information system
functionality and other bureaucratic functions work sufficiently well 22 students rated
callemail handling as positive Usage and convenience of different MU functional processes
are also positively appreciated with 13 students for convenience and 15 for usefulness From
this data it can be clearly stated that students do rely on effective functions of MU
Element ―People is identified in questions 5 9 and 10 Question 5 gives information that
students do not mainly rely on ―People element while choosing MU 9 students did not
analyze any information about professionalism of university teaching staff Meanwhile the
main factor on what students pay attention is academic experience of teachers But answers
for the questions 9 and 10 gives a tendency that students do rate criteria ―Professionalism of
teachers high but actually they give lower score for this actual criteria in question number
10 In question number 5 students chose different aspects of professionalism of teachers as a
criteria to enter MU Total score for professionalism aspects is 4+4+5+10+4=27 Also in
question number 9 criteria ―strong academic staff accumulates 17 points (it is taken only 4
and 5 levels of importance) But in question number 10 only students give only ten points for
―faculty as a sufficient service provided by MU It can be assumed that students had higher
expectation before entering into university that they have got
Element ―Physical evidence is seen as not important for respondents Graph for question
number 7 shows that 69 of students did not check elements of ―Physical evidence Also
majority of students rate university facilities as ―Good with opportunity to select ―Excellent
46
status (in question number 8) On the other hand students rate university accommodation and
research environment as high enough (question number 10) It can be concluded that during
the process of choosing university students do not rely heavily on ―Physical evidence But
they did get reasonable service in ―Physical evidence while studying in MU
Second research question states ―Does the possibility of domestic market employability
after graduation plays the key role for choosing MU After analysis of relevant graphs and
tables it became clear that this factor (possibility to get employed) is very important for
students So question number 9 gets the highest score (16) for criteria in choosing MU ndash
―ability to get employment in home country and also high score for ―worldwide acceptable
diploma Even though students rate possibility to get employed as the highest criteria to
enter MU 39 of students are not sure or don not think they will obtain high paid job back
home Here is the point to work for MU administration Students rely on high standard
European education and English language education as a key criterion for being confident in
getting well paid job (question number 15)
The data analysis process constitutes the following
1 MU has convenient and useful bureaucratic functions which are considered as a strong
point in delivering knowledge without obstacles It is difficult to identify the level of
―processes in organization but some points can be highlighted in promotion materials It can
be description of functionality of Information System or description of easy courses
registration
2 Element ―People has deviation in what is expected and what is delivered Students
have a bit higher expectations on the level of teaching staff experience and competence It is
recommended to do a deeper research on the reasons for this deviation But for now it can be
decided to arrange seminars or trainings for teacher to improve their marketing knowledge
and explain commercial tendency in market of high education
3 University ―Physical evidence is has strong rate of sufficiency The only problem that
students do not feel need to pay attention on this element Here MU administration should put
accent on Including pictures of libraries with free Wi-fi canteens computer labs which have
good and pleasant conditions
4 The most important criteria for students to choose MU is high possibility to get
employed at home But this perspective lacks consistency because there is significant amount
of students who remain uncertain in the future employability This gap can be solved by
successful decision making of three elements above ―People ―Processes and ―Physical
47
evidence But it is recommended to conduct further survey questioning the reasons of
students` uncertainty in future employability Maybe the reason is not related to some weak
points in marketing mix but the problem in home countries itself (political instability
nepotism etc)
To sum up the general situation in four factors mentioned above ―processes should be
promoted to international students as a smooth tool in obtaining degree ―people should go
through training on how to deliver lecture in contemporary commercial world of high
education market ―physical evidence should be mentioned in promotion of MU ―student
employability will be interrelated with ―people plus MU has to install closer relationship
with international companies (internships provision seminars with company representatives
professional lectures from leading companies etc)
Secondary information has also a great help in increasing university attractiveness
Viral marketing can be applied to MU because question number 11 shows that internet search
engine is a key tool how students found about MU There is a video of experience Brno life
among Erasmus Students which can be remade as a good promotion video of student life on
campus For Masaryk University very effective tool will be Google Analytics giving a wide
scope of techniques on how to track differentiate and analyze visitors ―Google Analytics is
the enterprise-class web analytics solution that gives rich insights into the website traffic and
marketing effectiveness Powerful flexible and easy-to-use features now give opportunity to
see and analyze your traffic data in an entirely new way With Google Analytics it is easier to
write better-targeted ads strengthen marketing initiatives and create higher converting
websites (Google Analytics website)
In general MU marketing politics should involve techniques mentioned by Jarvis J in his
book ―What Would Google Do Companies must learn that they are better off when they
cede control to their customers Give us control we will use it and you will win
Also it is important to read blogs There are search engines for blogs like Technorati
Icerocket Google Bloglines Pub-sub where MU marketing officials can search for MU
discussion groups or some topics
MU officials should constantly maintain ―conversation with current students It is a good
idea to start communication with those bloggers who care enough to talk about MU products
and service and brand The least MU officials can do is engage them and join the
conversation Even further step can be done Ask consumers what they think MU
48
administration should do MU will end up with better products and do a better job selling
them to more satisfied customers who can even help each other if MU officials let them
Next it will be effective to start university blog where students openly and forthrightly
share the problems and the solutions as they occur There is no reason why a university dean
should not open a direct conversation with the public That will do more to change the
culturemdashto finally make it customer-focused and mean itmdashthan a dozen consultants a
hundred off- sites or a million ad impressions
During of development process of some programs or anything in university it is better to
involve students in this process also
The last but not the least is links on the website of MU There are three links on the ESF
faculty One of them is ―Review of economic perspectives ―call for papers and Citi Bank
banner There should be more links to Headhunters conferences industry associations
current job opportunities etc This gives website alive image and helpful time spending
49
CONCLUSION
This study has been conducted in favor of future Masaryk University prosperity in the
current commercial world Researcher had a strong motivation to give helpful secondary and
primary information which will foster university educational process in the frames of
contemporary world
Of course any research comes up with further recommendations to analyze questionable
matters in results obtained Researcher believes that this work is just another step to constant
need of self-improvement
Researcher advices to put more accent on IT support to promote university image and
therefore increate its attractiveness (Harry Hayward 2011) mentioned that 80 million hours
of video loaded to YouTube every minute So there is high potential for promotion Viral
video of MU will hit several aspects of university improvement brand product suite
differentiation lifestyle according to Dr DJToncich Apart of that it is recommended to
build system of values believes and attitudes among students and university staff and
promote this in the future According to Dr Mark Putman it is essential nowadays to educate
university staff about strategic role of marketing and branding Website analytics would be
useful for measurement and marketing analysis Search optimization engine is another tool on
how to maintain university webpage in the top 10 results in Google chrome or other web
search engines On YouTube there is option to post advertisement of a company only in the
videos which are related to the sphere of products or services company offer So MU might
sign a contract of including its advertisement on videos which has key words as ―education
―high ―in English etc
According to primary data obtained it is obvious that several aspects in MU marketing
mix do not match high criteria among students Once one factor ―People would be solved
through trainings and constant updating knowledge of personnel another interrelated problem
will be offset ndash ―Employability But there is no any research done on interdependence of
these two factors so for further analysis of situation another research should be taken The
main purpose of this research would be identification of cause and effect linkages between
50
―People ―Employability and other factors which influence studentslsquo ability to get high paid
job back home And there are a lot of those factors starting from political situation in the
country to the level of corruption and nepotism
MU has potential to improve its educational process as we do the students because we are
the main customers for our university But one thing should not be forgotten and it is
companies which have strong notion about reality in one or another specialization That is
why my last advice for Masaryk University is to appeal as a liaison entity between students
and companies
51
REFERENCES
Barabba Vincent P Zaltman Gerald 1991 ―Hearing the Voice of the Market Competitive
Advantage Through Creative Use of Market Information Chapter 5
Conway Tony Stephen Mackay David Yorke (1994) Strategic Planning in Higher
Education Who Are the Customers International Journal of Educational Management
Vol 8 Iss 6 pp29 ndash 36
Cooper Donald R Schindler Pamela S 2003 ―Business research methods 8th ed
Dillman Don A 2000 ―Mail and Internet Surveys The Tailored Design Method 2nd
Edition New York
Dekeba Alemayehu 2003 ―Basic of Marketing Research Methods
URL httpwwwglobuszcomebooksMarketingResearchindexhtm
Hemsley-Brown JV and Oplatka I2006 Universities in a competitive global marketplace
a systematic review of the literature on higher education marketinglsquo International Journal
of Public Sector Management Vol 19 No 4 pp 316-338
Harry Hayward ―The power of digital storytelling 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Hair Joseph F - Bush Robert P - Ortinau David J ―Marketing research within a changing
information environment 3rd ed2006
Hsuan-Fu Ho Chia-Chi Hung Marketing mix formulation for higher education An
integrated analysis employing analytic hierarchy process cluster analysis and
correspondence analysis International Journal of Educational Management Vol 2 Iss
4 2008
Jarowski Ajay K Kohli and Arvind Sahay 2000 ―Market ndash Driven Versus Driving
Markets Journal of the Academy of Marketing Science 45-54
Johnson Bob ―Mobile marketing in higher education getting ready for 1012 and beyond
2011
URLhttpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Jarvis J ―What Would Google Do Adobe Acrobat eBook Reader 2008
52
Jonathan Ivy A new higher education marketing mix the 7Ps for MBA marketing
International Journal of Educational Management Vol 22 Iss 4 2008
Kotler Philip Fox Karen FA 1985 Strategic Marketing for Educational Institutions
Mora Michaela ―What Is Statistical Significance 2011
URL httprelevantinsightscomtagsample-size
Nha Nguyen Gaston LeBlanc 2001 Image and Reputation of Higher Education Institutions
in Studentslsquo Retention Decisions International Journal of Educational Management
Vol 15 Iss 6
URL httpwwwemeraldinsightcomjournalshtmarticleid=838798amp
Oppenheim ldquoQuestionnaire Design Interviewing and Attitude Measurementrdquo 1992
Oud Jacqueline 2004 ―Market research versus marketing research
Pimpa Nattavud 2003 ―Internationalization and trade in higher education opportunities and
challenges
Putnam Mark ―Do you drive the agenda or go along for the ride 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Rakhee Vyas Anne L Souchon 2003 Symbolic Use of Export Information A
Multidisciplinary Approach to Conceptual Development and Key Consequences
International Marketing Review Vol 20 Iss 1 pp67 ndash 94
URL httpwwwemeraldinsightcomjournalshtmarticleid=855530
Rich Lyons ―Authentic branding how creating a school brand with culture and curriculum
just might help save us 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Robert S Michael ―Inquiry amp Scientific Method 2002
URL httpwwwindianaedu~educy520sec5982week_1inquiry_sci_method02pdf
Rodriguez G ―5 Questions to Help You Understand Your Customer 2004
URL httpwwwpowerhomebizcomvol146customerhtm
Sekaran Uma Bougie Johan Roger Gisbert2009 ―Research Methods for Business a Skill
Building Approach 5th ed
Singleton Royce A Jr and Bruce C Straits 1999 Approaches to Social Research (3rd
Edition) New York Oxford University Press
Smith Scott M Albaum Gerald S 2005 ―Fundamentals of Marketing Research
Snyder Bruce ―Maximizing the power of web analytics 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Toncich ―Study and Learning in the Australian University System
53
URL httpwwwdoctorteenetfilesunibook04_ppdf
WEBSITES
Experiment-Resourcescom ―Comparing Quantitative and Qualitative Research 2009
URL wwwexperiment-resourcescomquantitative-and-qualitative-researchhtml
Higher Education Marketing Company Canada
URL httpwwwhigher-education-marketingcomcontact
Google Analytics website
URL httpwwwgooglecomintlenanalytics
54
Appendix A Questionnaire
Dear respondent this questionnaire is created in terms of Master`s degree diploma thesis The main goal of
this survey is to improve Masaryk University attractiveness by deriving the reasons for choosing Masaryk
University in obtaining a degree The answers will be kept as confidential and would not be used in any
other purposes other than for this research If you would have any questions regarding the results of this
survey please contact me
Ilya Shaiderov (380502mailmunicz)
Thank you for your cooperation
1 Are you a current or prospective student ____________________
2 What specialization you are obtaining or intend to obtain in MU ____________________
3 Please specify your country of origin ____________________
4 Please rate the level of handling your first phone callemail inquiry by MU staff (only if it is
applicable to your case)
1 2 3 4 5
5 While considering MU as an option to study what criteria did (do) you analyze to check
professionalism of university teaching staff (you may choose several options)
a Number of courses teachers offer
b Quantity of publication of teachers
c Work experience in business sphere
d Academic Experience
e Professional title in business
f I didn`t analyze any information about academic staff in MU
No response
Insufficient response
Sufficient enough
Completely sufficient with additional information
Completely sufficient
55
6 (Only for current students) Could you characterize the process of courses registration usage of IS
system and other administrative and bureaucratic functions of university (please choose one in each
scale)
Convenience
1 2 3 4 5
Usage
1 2 3 4 5
7 (For both current and prospective students) While choosing MU did (do) you check quantity of
books in university library accessibility of electronic databases new editions of study materials
overall quality of library
Yes
No
8 (Only for current students) Please rate MU facilities (buildings classrooms computer labs etc) on
the matter of ―comfortability
1 2 3 4 5
Excellent Good Sufficient Not enough Bad
Completely Convenient
Rather Convenient
Convenient Rather Inconvenient
Completely Inconvenient
Completely Useful
Rather Useful
Useful Rather Useless
Completely Useless
56
9 (For both current and prospective students) How do you rate the following factors as criteria for
choosing MU (1- least important 5 ndash most important)
a Ability to get employment in home country
b Strong academic staff
c Excellent laboratory facilities
d Library facilities
e Worldwide acceptable diploma
10 Please choose (mark ―V) services that MU sufficiently provides to you as a student (in case you
are prospective student - should be provided)
___ Reasonable accommodation (covered by student)
___ The number of modules in the degree and big variety of elective courses
___ Student exchange programs
___ Research environment (sufficient up to date study materials computer labs laboratories etc)
___ Small class sizes
___ Internship possibility
___ Faculty (profound selection of PhD and profession specialists)
1 2
T
y
p
e
a
q
u
o
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e
f
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o
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t
h
e
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o
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3
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e
4
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5
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4
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o
5
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o
1 2
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f
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3
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o
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r
4
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p
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a
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r
o
m
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d
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m
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t
5
[
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p
e
a
q
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o
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r
o
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1 2
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a
q
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o
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e
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r
o
m
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3
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o
4
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a
q
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f
r
o
m
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d
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n
5
[
T
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a
q
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f
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o
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o
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e
1 2
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p
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f
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o
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h
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m
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3
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a
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d
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4
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p
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f
r
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m
5
[
T
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p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
57
11 From what source you first found out about Masaryk University
a Website search engine
b Advice of friends parents etc
c TV
d Newspaper please specify____________
e Journals please specify____________
f Billboards
g Website banners please specify website_______________
h Other source__________________________
12 (Only for current students) If you had do it over again would you still choose MU If not please
specify why
a Yes
b Not sure
c Probably would
d Probably would not (please specify why)
__________________________________________________________________________________
__________________________________________________________________________________
________________________________________________________________
13 (Only for current students) Please describe your level of general satisfaction with university
a Not satisfied at all
b Neutral
c Satisfied
d Very satisfied
58
14 (For both current and prospective students) Do you think MU degree will help you to get above
average salary in your home country
a No b Probably not c Not sure d Probably yes c Yes
15 If you think that MU degree helps to get well paid job in your home country what might be
reasons for that (more than one reason can be selected)
a High standard European education d Possibility to pass internship in Europe
b Degree specialization choice e Other_________________________
c Education in English language
11
questionnaire developed by researcher Answers are not the only findings that can be
collected in primary data collection Respondentslsquo behavior is another key aspect to observe
and analyze future choice of consumer
The main advantage of primary data collection is itlsquos up to date information which respond
researcherlsquos main criteria ndash the extent of the obsolescence of collected data That is why
primary data gives more realistic view to the researcher Another advantage is that primary
information can be collected in varied ways from interview to email questionnaire This gives
researcher flexibility in choosing process Cost and time spend to acquire this type of
information varies It can be attributed to the quantity of respondents should be asked their
accessibility in terms of location and etc So it is the researcher who decides whether to
collect primary data or not based on availability of secondary data time and budget of
research
The main disadvantage of primary data collection is incorrect questionnaire design
(questions answer options place of survey and etc) If doing so researcher may mislead
himself in data analysis and come up to a wrong conclusion Time might be another aspect to
consider as disadvantage for collecting primary data There is higher possibility to obtain
statisticalmarket research from some agency already prepared rather than spending time in
collecting surveys analyze them and synthesize to make final conclusion The best option is
of course to attain secondary information about the topic and then based on its outcomes
collect primary information
In this study will only be included quantitative techniques Questions will be included to
derive attitude to contemporary high education among students
Sample Design
It is rare that in marketing research the whole population is analyzed Sample is mainly a
small representative group of people that reflects all potential consumers Sample selection is
derived from consideration of the relevant systematic and variable errors that might occur
during the research process (Smith Albaum 2005) ―There are several compelling reasons
for sampling including (1) lower cost (2) greater accuracy of results (3) greater speed of
data collection and (4) availability of population elements There are two types of sampling
to choose nonprobability and probability sampling Probability sampling is based on the
concept of random selection ndash a controlled procedure that assures that each population
element is given a known nonzero chance of selection In contrast nonprobability sampling is
12
arbitrary and subjective Each member does not have a known nonzero chance of being
included (Cooper Schindler 2003)
Analysis and Interpretation of Data Collected
The first step in processing of data is editing of complete schedulesquestionnaires Editing
is a process of checking to detect and or correct errors and omissions Editing is done at two
stages first at the fieldwork stage and second at office
Field editing
During the stress of interviewing the interviewer cannot always record responses
completely and legibly Therefore after each interview is over he should review the schedule
to complete abbreviated responses rewrite illegible responses and correct omissions
Office editing
All completed schedulesquestionnaires should be thoroughly checked in the office for
Completeness accuracy and uniformity
Coding
Coding means assigning numerals or other symbols to the categories or responses For
each question a coding scheme is designed on the basis of the con med categories The coding
schemes with their assigned symbols together with specific coding instructions may be
assembled in a book After the transcription of data is over data are summarized and arranged
in a compact form for further analysis This process is called tabulation
Tabulation
Thus tabulation is the process of summarizing raw data and displaying them on compact
statistical tables for further analysis It involves counting of the number of cases falling into
each of several categories
Tabulation can be done by hand or by mechanical or electronic devices The choice depends
upon the size and type of study cost considerations time pressures and the availability of
tabulating machines or computers In this project tabulation and statistics will be done by
using Microsoft excel spread sheet (Debeka 2003)
The Research Report
―Results of the research can be described in short or in long reports Short reports are
appropriate when the problem is well defined is of limited scope and has a simple and
straightforward methodology Short reports are about five pages Long reports are of two
13
types Technical report is written for an audience of researchers And management report
written for the nontechnically oriented manager or client (Cooper Schindler 2003) This
paper is considered to be a tool for a managing director (dean) of the university who might
not have research background so the results of the research will be represented as managerial
report
14 The Research Plan
Research plan is needed to organize everything in a way that each stage would clearly
derive from the previous one It is a tool to control and follow up all procedures of research
project It starts off with stating objectives (primary and secondary) then problem analysis
(includes research problems questions hypotheses interconnection between objectives and
problem) Research design is next one It has four subsets (1) research methodology (how the
research will be made) (2) research techniques (methods and procedures for data gathering)
(3) sample design and selection (what is the size of sample is there any subsamples how you
will make sure that it is representative sample How the sample size was determined) The
fourth stage of research plan is proposed analysis (tabulation procedures cross-analysis
tabulations and their reasons type of statistical analysis) (Smith Albaum 2005)
15 Measurement
In marketing research measurement plays a key role Accurate measurement of variables
brings to right results and therefore to right management decisions The main goal of accurate
measurement is to characterize customers` attitude toward a product ―Researchers use the
measurement process by assigning either numbers or labels to (1) people`s thoughts feelings
behaviors and characteristics (2) the features or attributes of objects (3) the aspects of ideas
or (4) any type of phenomenon or event using specific rules to represent quantities andor
qualities of the factors being investigated For example to gather data that will offer insight
about people who shop for automobiles online (a marketing phenomenon) researcher collects
information on the demographic characteristics attitudes perceptions past online purchase
14
behaviors and other relevant factors associated with these people (Hair Bush Ortinau
2006)
Two of the primary criteria of evaluation in any measurement or observation are
Whether we are measuring what we intend to measure
Whether the same measurement process yields the same results
These two concepts are validity and reliability Reliability is concerned with questions of
stability and consistency - does the same measurement tool yield stable and consistent results
when repeated over time Validity refers to the extent we are measuring what we hope to
measure (and what we think we are measuring) To apply these concepts to social research
we want to use measurement tools that are both reliable and valid We want questions that
yield consistent responses when asked multiple times - this is reliability Similarly we want
questions that get accurate responses from respondents - this is validity (Smith Albaum
2005)
16 Designing Questionnaires
After determining established set of scale measurements it is the time to format them into
an instrument for collecting raw data from respondents The purpose of designing reliable
questionnaire is to collect high quality primary data which can be easily transformed into the
information for the manager The main principle in developing questionnaire is its logic
objective and consistent approach rather than creative way of questions development
Everyone understands that words go into questions and that questions go into questionnaires
but not everyone understands that writing questions does not give you a questionnaire (Hair
Bush Ortinau 2006)
During the procedure of formulating and asking questions response nonresponse errors
occur Nonresponse errors can occur due to the length of questionnaire or questions their
complexity or inclusion of personal questions To avoid such type of error it is necessary to
use innovative way of questions formulation by keeping them concise and in the same time
sufficient enough The next step is to shuffle up the formats of questions to keep interest of
respondent to answer Keeping respondent well informed about directions of each part of
questionnaire is also important Researcher should put emphasis on style and format of
questionnaire (font color of paper graphic attributes etc) The final aspect is numbering the
questions to help keep track for both researcher and respondent
15
Response error rise when the actual value of variable contradicts with one in the report
This error can rise from both sides researcher or respondent Respondent is considered as a
person who provides information through communication (interviews questionnaire) or
observation (researcher observe behavior of respondent) Response error though can occur
during one or both of those processes To verify reasons of errors researcher should analyze
steps in delivering information The first one is information formulation and the second is
information transfer Inaccuracy happens during formulation step and ambiguity during
information transfer to respondent (Smith Albaum 2005)
17 Inaccuracy
Inaccuracy as a cause of questionnaire design means that false report is obtained from the
attitudes preferences beliefs feelings of respondent Questions and scales must be used that
enable to get the whole picture of respondent perception on the matter rather than to get a
fragment of his perception Accuracy itself refers to the degree to which the data provide the
researcher with a description of the true state of affairs From this point ―questionnaire design
precision rise up which is the extent to which a questionnaire design can reproduce similar
results over repeated usages (Hair Bush Ortinau 2006)
There are two types of inaccuracies predictive and concurrent Former one is caused by
inaccurate intentions of researcher during problem formulation Concurrent inaccuracy
happens when respondent intentionally provides inaccurate information
Inability to respond and unwillingness to respond are the most common concurrent
inaccuracies Inability to respond happens when question is posed the way it is hard to answer
without certain actions of respondent (check look up some features of product in question)
These problems might occur if respondent does not remember product features questionnaire
is unrealistic badly designed or directed to improper person Also if construction of questions
is developed with misuse of words or general terms
―Unwillingness to respond deals with motivation of respondent Respondent will not
provide accurate or any information due to several costs One of them is time costs which
require respondent to spend time for questionnaire completion So if respondent is busy or
questionnaire is too long she would answer the questions as quick as she can without paying
attention to accuracy For this reason questionnaire section will contain this phrase ―Do you
16
have time now to answer questions or would you rather set a time when I could contact you
again
Second problem is perceived loss of prestige Some questions might influence prestige of
respondent and then he tends to answer in a way not to lose his prestige which leads to
inaccurate answer Examples of areas which involve prestige level is age income educational
level and job position The main key to solution of this problem is to ask for information
twice in different ways
Third area of questions that might bring to unwillingness to respond is invasion of privacy
If questions touch private information about respondent inaccuracy and nonresponse take
place Such area includes questions about family matters income and money attitude finance
respondent hygiene political views religion and etc In this case indirect questions can help
or in case of direct questions still have to placed they should be included in the end of
questionnaire (Smith Albaum 2005)
18 Ambiguity
Ambiguity is considered as errors in constructing written and oral words or behavior
Inaccuracy errors occur during the formulation of information whereas ambiguity errors
happen during transfer of information through communication or observation Unambiguous
situation is the one where researcher asks question and respondent answer based on the same
meaning of words In this case two phase process takes place When question interpreted by
respondent has the same meaning as it is in interpretation of researcher And answer by
respondent is understood the same way as by researcher (Smith Albaum 2005)
―The language of the questionnaire should approximate the level of understanding of the
respondents The choice of words will depend on their educational level the usage of terms
and idioms in the culture and the frames of reference of the respondents If some questions
are either not understood or are interpreted differently by the respondent the researcher will
obtain the wrong answers to the questions and responses will thus be biased Hence the
questions asked the language used and the wording should be appropriate to tap respondents`
attitudes perceptions and feelings (Sekaran Bougie 2009)
Also implicature is an issue related to ambiguity when researcher is using elliptical
sentences (starting with ―Why ―What ―How) and respondent fill in the missing content
17
by herself In standardized interviews respondent should interpret questions as he can which
leads to miscommunication and wrong results So conversational interviewing is when
researcher is trying to explain the meaning of question and not influence the answer (Smith
Albaum 2005) Interview refers to qualitative method to obtain data this study has
quantitative research so it becomes crucial to construct clear and concise questions For this
purpose there will be pretest of questionnaire research by giving out it to my friends and get
feedback Another way to track understanding level of respondent is to set sub questions in
questions which contain highest probability to mislead respondent By simply asking the level
of question comprehension (good or fair) researcher can identify the level of ambiguity in
answers and track those answers which are answered with ―good level of understanding
Question form and question wording has certain relationship to ambiguity
There are four questionanswer types
1 Free answer (open-ended text)
2 Dichotomous and multiple choice answers (select k of n)
3 Rank order answers
4 Constant sum answers
1 Free answer questions imply that respondent will give full answer to the question in his
own words This type of questions require respondent to have ability to express completely
and concisely That is why free answers have great extent of ambiguity during interpretation
process
2 Dichotomous and multiple choice answers are the most common in questionnaires
development General form for both of these answer types is selection of ―k optional answers
out of ―n available ―Select exactly 1 of n Answers is one of such type of answers This is
simple form where k=1 and n is up to researcher desire In dichotomous question options (n
values) range into two extremes (―Yes ―No ―In favor ―Not in favor ―BuyDo not buy
etc) Multiple choice answers are just an extension of dichotomous questions Multiple choice
questions may require selection of several ―k out of ―n possible answers or selection
unlimited amount of ―k answers out of given ―n options
3 Rank order answers allow to put gradation to answer options This type of answers
characterizes data on the most prevailing option and the one which has the least importance to
18
respondent Typical questions can include determining ranking of preferences first to last
most current to least current and etc The most common bias here is that first optional answer
in the question has more chances to be selected Also tied rankings may cause another
problem of data weakening When it is allowed to rank several answer options into one
ranking level it is impossible to determine results out of this answer For the efficiency
purposes maximum of answer options given in rank order questions vary from five to seven
If it is more than seven it is hard for respondent to identify clearly the right ranking order
4 Constant sum question is the form of ranking using allocation of one hundred percent to
the options containing reasons for the statement asked It can be options for the reasons of
company product purchase (Smith Albaum 2005)
Also to create a good questionnaire researcher should include ―positively and negatively
worded questions Instead of developing all questions positively it is better to mix them with
negatively worded questions to reduce the probability of mechanical filling the questionnaire
by respondent ―A respondent who is not particularly interested in completing the
questionnaire is more likely to stay involved and remain alert while answering the questions
when positively and negatively worded questions are interspersed in it For instance if the
respondent has circled 5 for a positively worded question such as ―I feel I have been able to
accomplish a number of different things in my job he cannot circle number 5 again to the
negatively worded question ―I do not feel I am very effective in my job hellip The use of
double negatives and excessive use of the words ―not and ―onl should be avoided in
negatively worded questions because they tend to confuse respondents (Sekaran Bougie
2009)
19 Hints to improve quality of questionnaire
A Neutrality and don`t know or no opinion
It is an option given to respondent to remain neutral to the question provided Once third
option is included researcher does not force respondent to answer and it makes questionnaire
more polite to respondent Based on the nature of the question researcher may include such
options like ―don`t know ―no opinion or ―not applicable ―Don`t know might be
attributed to question dealing with some facts whereas ―no opinion can be attributed to a
19
certain attitude of respondent If such type of option will be included it is important to
increase sample size because of increased probability for respondent to choose neutral answer
B Dichotomous questions
It is the easiest type of questions for respondents It is considered as a question with
average probability for being ambiguous But it has the lowest probability of being ambiguous
among free-answer questions and multiple-choice questions
C Multiple choice questions
The researcher has two options if she wants more detailed information in a certain
question It is to create multiple choice question or free-answer question Usually multiple
choice questions are more complex and longer than the other two (dichotomous and free-
answer) Ambiguity in such type of questions derives from inability to formulate mutually
exclusive alternatives Another reason for ambiguity is limitation of the chosen answer
Respondent should select only one option which most widely answers the question For this
reason researcher may offer to select as many options as respondent wishes There is a table
below which shows relative probability of ambiguity related to form of question
Table 1 ―Form of Question and Relative Probability of Ambiguity (Smith Albaum 2005)
D Question wording
Selection of right words plays important role in questions development So in wording
choose researcher should be extremely careful Ambiguity in wording has several sources
Question length
Respondent unfamiliarity with some words
Relative Probability of Ambiguity
Form of Question Question Answer
Free-answer Lowest Highest
Dichotomous Average Lowest
Multiple-choice Highest Average
20
Ambiguity of context
Two questions included in one sentence
Too broad questions
If questions are too long this will confuse respondent and affect data accuracy For this
reason researcher should keep questions concise and clear If some words in question are
unfamiliar to the respondent this will also lead to confusion and inability to provide right
information So in case of scientific wording in questionnaire and non-homogeneous
backgrounds of respondents low level of vocabulary should be used Also researcher should
verify whether questions imply only one matter in order not to mislead respondent Questions
that lack specificity should also be avoided Those questions are developed with general
words like ―how often for example
In general researcher must provide alternative question wording pretesting and
verification by observation In alternative question wording first have of sample group may
get options in one order and the second one in reverse order Once questionnaire is ready
pretesting is another good way to decrease ambiguity Only one concern here is to choose
relatively the same group of respondents as it will be in the real research By close
communication with respondent in pretesting step researcher can determine some troubles
misunderstandings arose during this step And last advice is verification by observation
Researcher can (where it is possible) verify answers of respondents by observing their actions
related to questions answered It is not the easy activity so only those questions will be
verified where it is possible to do so (Oppenheim 1992)
110 Sampling procedures in Marketing Research
―Sampling is a selection of small number elements from a larger defined target group of
elements and expecting that the information gathered from the small group will allow
judgments to be made about the larger group The main idea of sampling is that a decision is
based on the assumption that the smaller portion or sample is representative of the larger
population (Hair Bush Ortinau 2006)
There should be a strict order in defining sample for research
21
Chart 1 ―Defining Sample
Sampling procedure starts with defining of population Population is amount of units
(individuals legal entities households) which has one or more similar feature among each
other In order to specify population researcher should answer such questions as what kind of
units (elements of analysis) to be included where they reside or their origin and when
(dimension of units in terms of timeframe) Population should be defined as precisely as
possible At the moment of finalizing population definition investigator decides whether it is
necessary to investigate the whole amount of population (census) or a part of it (sample) The
choice depends on the size of population If the size of population is small census can be an
optimal option otherwise should be created sample
Sample design includes type of sample sampling unit and sample frame Majority of
samples are selected by choice of investigator as non-probabilistic method Where
investigator selects elements of sample in terms of convenience availability and own
judgment Researcher uses table or any other random selective device for the probable
method (Smith Albaum 2005)
Define population
Sample design
Sample size
Estimate costs of sampling
Census vs Sample
Execute sampling process
22
―Sampling unit is the basis of the actual sampling procedure It is that segment of the
population actually chosen by the sampling process The sampling unit may contain one or
more population elements That is these units may be individual elements or aggregates of
individual elements (Smith Albaum 2005)
Sample frame is considered as a list of elements of the population For instance it can be
list of characteristics of elements which are expected to pass the interview or fill out
questionnaire In a perfect case sample frame should determine each population element once
and should not include those elements which are not in the population criteria There several
options below of inaccurate sample framing process
Chart 2 ―Sample Framing Processes
A Incomplete
Sampling frame
B Too Comprehensive
C Combination
Sampling frame Population
Sampling frame Population
Population
23
There is also set of questions to ask during generation of sampling list
Does the list contain everyone in the survey population
Does the list include names of people who are not in the study population
How is the list maintained and updated
Are the same sample units included on the list more than once
Does the list contain other information that can be used to improve the survey
(Dillman 2000)
There are four traditional approaches for the determining sample size
1 Arbitrarily or judgmentally determined
2 Minimum cell size in analysis
3 Based on budget
There are two types of costs in sampling process fixed and variable Fixed costs are those
which are determined and constant Variable costs depend on the volume of study being
conducted The dashed line in the upper graph shows interrelation between costs and sample
design If costs are too high researcher reconsiders sample design or sample size
The last step is actual choice of sample There are two main criteria for this process
sample must be adequate and representative For the sample being representative means that it
reflects overall characteristics of the whole population Adequacy is sought in sufficient
amount of elements selected to provide stable results Also there are two types of sampling
designs probability and non-probability samples Non-probability sampling differs from
probability sampling on the basis that in non-probability sampling the sample elements do
not have a known nonzero chance of being selected for the sample In probability sampling
each element has a known and equal probability of selection This study incorporates
probability design because there are no any predisposed respondents (Smith Albaum 2005)
111 Editing Coding and Descriptive Analysis
―Completed questionnaires or other measurement instruments must be edited coded
entered into a data set for processing by computer and carefully analyzed before their
complete meanings and implications can be understood (Smith Albaum 2005)
24
The main reason for this process is converting data obtained into information which will
provide inferences and answers to research question A certain sequence is needed to perform
successful data analysis In short there should be definition of response categories at first
then editing and coding and at last tabulation All these three steps will be implemented in the
practical part
112 Research Errors
In any research errors will occur so management of errors must apply Errors can arise in
any stage of marketing process from problem formulation to report development It is a goal
of investigator to minimize those errors The value of total error is comprised of sampling
error plus non-sampling error Sampling error (usually called as random sampling error) is the
difference between planned sample and the list of interviewees it is formed Non-sampling
errors are those which are not related to the sample itself Usually non-sampling errors related
to sort of bias as the difference between the true value of that which is being measured and the
average value derived from a number of independent measurements of it There are eight
major types of errors
Population specification ndash difference between required population and population
chosen When researcher chooses inappropriate population for the data collection
Sampling difference between required sample and the one that has been selected
When sample does not represent the population selected by using probability sampling
method
Selection error usually occurs when researcher pick up respondents whom she knows
who is more pleasant in general who is easily reached This tendency deviates real
population selected
Frame error Sample frame is a set of representatives of population who relate to
required sample The frame error occurs when elements which are not in the sample
group are investigated
Nonresponse error occurs when all members of the sample cannot be reached or they
refuse to respond
Surrogate information error occurs when investigator is unable to obtain responses and
replace it with proxy answers leading to surrogate information
25
Measurement error occurs in several stages of research transmittal response analysis
In general researcher represents information that he wants rather the real one
Experimental error When investigator is measuring the influence of independent
variables on dependent one while controlling extraneous variables (Smith Albaum
2005)
2 PRACTICAL PART
21 Marketing Research Process Applied
For this study it has been identified that the problem of current situation in MU is its
inability to attract more international students
Problem Formulation Prospective students do not choose MU for degree obtainment
Research goal To identify ways on how to increase studentslsquo inflow into MU by means of
detecting general preferences of MU customers (prospective students and current students)
Research questions
Based on the study of 7P approach made by Jonathan Ivy one research question arises
1 On what element of marketing mix students relied more when choosing MU ―People
―Physical evidence or ―Processes
From another study made by Hsuan-Fu Ho and Chia-Chi Hung second research question
arises
2 Does the possibility of domestic market employability after graduation plays the key role
for choosing MU
26
Method of Inquiry
As been mentioned in the theoretical part the first step in method of inquiry is observation
and description of a phenomenon or a group of related phenomena This step is known for its
qualitative methods of applicability
Have been studying for almost two years in MU and communicating with dozens of
international students I found several aspects to consider for MU attractiveness improvement
Students who stay longer than a semester differ from those who came just for one semester
under Erasmus exchange program This research deals with the first category of students and
for them it is important to have more frequent university-student correspondence Keeping the
fact that education process in Masaryk university different and complicated in terms of
Information Technology (student information system is very confusing with no English
version of some pages) there should be prepared an orientation seminars on how to effectively
use all university premises and surrounding city facilities It can be easily done with the help
of International Students Club which has excellent image among such clubs in Europe There
is orientation week for students but from the students point of view is more prepared to make
things done (like ISIC card issue register to information system) rather than providing
students with tools on how to achieve what they need to This can easily be done by
information system additional applications of city university map student forums and
discussion groups The information system should be done in more client friendly way with
good English translation of the web pages
This work would not include any hypothesis because of the chosen research design ndash
explorative
Research Methodology
In this will be applied nonexperimental method because of objectivity purposes There is
high risk of mislead and misinterpretation to the respondent which will affect the survey
results
Question number 1 2 3 in the survey (can be found in appendix of this work) was
included for the reason to find additional information from prospective students who intend to
continue their study Question number 11 gives idea on the effective media channel that
students got information from Question number 12 and 13 will help to summarize general
student opinion on MU and find some deviations from the rest of the questions
27
Below are the questions in the survey which relate to research question number 1 ―On what
element of marketing mix students relied more when choosing MU ―People ―Physical
evidence or ―Processes
Question number 4 6 7 was adopted from literature source (Jonathan Ivy 2008) of
theoretical part This question identifies the level of ―Processes element of marketing mix
Question number 5 based on the same literature source was adopted to verify another element
of marketing mix ndash ―People Question 8 uncovers the level of third element ―Physical
evidence Question number 10 encompasses all three elements to double check the main
criteria that students choose or consider MU to study
Below are questions in the survey which relate to research question number 2 ―Does the
possibility of domestic market employability after graduation plays the key role for choosing
MU
Questions number 14 and 15 will help to identify the level of studentslsquo motivation to enter
MU for the reason of higher chance of employability after graduation These questions were
adopted from literature source provided by Hsuan-Fu Ho and Chia-Chi Hung
Question number 9 relates to both research questions because it covers the scale of
significant factors that might affect student to choose MU
Research Design
The study entitled ―Quantitative Marketing Research attempts to accumulate the sequence
of procedures to conduct successful marketing research It has been chosen to use quantitative
research for the reason that study aims to find out the answer of a research questions through
numerical evidence This method enables researcher to gather existing information and data
regarding interrelationship between low rate of students registration to MU The study will
help to answer on two research questions posed in this work
Selection of data collection techniques
The study incorporates two techniques of data collection secondary and primary
collection Secondary information reveals current situation of HE marketing worldwide and
primary information helps to find the match up for solution of MU problem and secondary
information findings
28
Sample design
Researcher uses probability sample design with quantity of respondents equal to 26
Data collection
For study purposes data will be collected by giving out questionnaires to current and
prospective students who study or intend to study in English in MU Hard copy questionnaires
will be collected after respondents finish answering them Total collected questionnaires
amount to 26
Research errors
Population Specification error is mastered by questioning potential respondent whether
shehe studies in English Sampling difference researcher will overcome by keeping the
highest level of variety of respondents (by country of origin) Selection error is out of the
matter because researcher is not introduced to the majority of students studying in English
Nonresponse error may occur for the further purposes of the research respondents would be
asked the reasons for rejecting to fill out questionnaire The same procedure is for the
surrogate information ndash if researcher will not be able to get answers from respondents they
will be asked about the reason of rejection
22 Analysis and interpretation of data
Secondary and Primary data is analyzed and interpreted in section 23 and 24 below
23 Secondary data
Marketing communication of universities
As has been mentioned previously in this work the best option to collect relevant primary
data is to rely first on secondary information and then delve down in certain aspects by
collecting primary information In this item it will be explained what has been done in
marketing communication of universities around the world This part will also cover the
question of what communication strategies and tools the international universities use to
attract their students
29
From the first finding to start universities all over the world practicing advertising
campaigns with such words as ―Internationally renowned Award winning Prestigious
Proud history Career oriented etc But not all the time these sparkling words are real truth
―Does it actually matter whether a university has ―tradition if its current practice is poor
Does it matter if a university is ―internationally renowned if the particular course that is
being considered is known to be badly operated by local standards Does it really matter if a
university has ―a proud history if the present isnlsquot very good (Dr DJ Toncich2008)
Australian professor Dr DJ Toncich in 2008 published a book ―Study and Learning in
the Australian University System where he clearly stated various forms of
Marketing in universities of Australia ―The most common example of universities selling the
sizzle rather than the sausage appears in areas such as science engineering and architecture
where potential students are bombarded with glamorous images of spacecraft sky-scraper
buildings nuclear reactors and so on There are different ways how universities attract their
students There is a table provided by Dr DJ Toncich which explains the ways on how to
promote different parts of university image
Table 2 ―Ways on how to promote elements of university image
30
A ―Tool is a part of company (university in this case) image which should be promoted
And ―Vehicle is the way part of the image can be promoted ―Some key points to note are
that the mass media outlets (newspaper television and radio) having the broadest audience
are generally reserved for ―big picture marketing including the universitylsquos brand and
confidencereinforcement strategies Self-evidently promoting to the broadest audience is the
most costly way of getting a message out so the message needs to be simple and clear The
more specialized the audience however the more detailed the information ndash for example
university course guides and handbooks have the most specific audience and subsequently
the highest level of information density In these vehicles there is generally less content
related to the big picture issues of confidence and brand (Dr DJ Toncich 2008)
Nguyen amp Le Blanc (2001) focused on the image and reputation of the institution and
referred to the crucial role these factors played in the development of market positioning ndash
they drew on the well established concepts and theories in business sector marketing for their
study Bonsardi amp Ekwulugo (2003) who claimed that ―a centrally important principle of
marketing is that all marketing activities should be geared towards the customer also relied
on the literature used in business sector marketing and applied it to the context of higher
education
Branding is important for university to stand out in the market In ―ConnectEd
Symposium for the marketing of Higher Education (Chicago November 2011) Rich Lyons
(Dean Haas School of Business University of California Berkley) argued that
―What passes for branding in higher education is often nothing more than a catchy slogan
and logo Branding projects in universities sometimes evoke hostility indifference or bothmdash
or raise the question of why a good school would need to be so concerned about its image that
it would resort to ―corporate measures But when branding reaches deep to magnify a
schoollsquos differentiation and its core essence the result can be a powerful boost on multiple
dimensionsmdashstudent recruitment alumni interest fund raising media interest and so on And
it can resonate with key audiences emotionally to align what the school does with their
passion to change the world Dean Rich Lyons has led the Haas School of Business at UC
Berkeley in branding the school based on codifying its distinctive culture driving that culture
through its business processes and reforming its curriculum to produce a particular type of
leadermdasha path-bending leader The process is lengthy difficult and risks are high Learn why
the rewards of an authentic brand are worth the effort
31
According to this speech strong brand is coming from the culture of interaction among
students and all university staff Mainly students and professors should clearly understand
what matters mostly attracted them in chosen university (values believes attitudes etc should
match up with student`s)
Another aspect for university marketing start up procedure is reposition communications
as a strategic function in a more proactive attitude This matter has been covered by Dr Mark
Putnam President Central College IA in his article ―Do you drive the agenda or go along for
the ride In this article author ―sought to change the view of the marketing and
communications team from customer service providers to strategists He set a good example
with presidential blog using it to elevate the level of discourse at Central Putnam has a track
record for this kind of change management As senior vice president at Northeastern
University (Boston) he worked with the communications team to educate the university about
the strategic role of marketing and branding He comes by this perspective naturally (Dr
Mark Putnam 2011)
To improve university technical tools in attracting students mobile marketing is a great
way ―Mobile marketing brings challenges and opportunities to higher education when scarce
resources limit the ability to add new technologies and techniques to communication plans
We examine the mobile marketing landscape in search of whats most relevant to higher
education today with special attention to student recruitment and brand strength Areas
covered include site design for best task completion writing right for mobile sites monitoring
web analytics and integrating with traditional and social media websites (Bob Johnson
2011)
Another technical tool is digital video clips ―Video in its many forms is becoming a
major factor in our collective lives (80 million hours of video loaded to YouTube every
minute for example) As digital storytelling it is also being used in a variety of ways to build
brand equity with internal and external audiences Outcomes will be a better awareness of the
current trends in using video as a brand building tool and a field guide for teaching others
within the organization to make powerful digital stories Im currently using the workshop at
the UW to train students who will study abroad to make and distribute good quality video
about their experiences (Harry Hayward 2011) In case of brand building using video
assistance viral marketing campaign might work And the last idea which will increase
university profit is web site analytics ―The website is not only a conduit for most of your
marketing efforts todaymdashitlsquos also an incredible tool for measurement and marketing analysis
32
With web analytics you can better quantify the impact of your marketing campaigns improve
the effectiveness of your website segment visitors for micro-marketing efforts and generate
valuable marketing intelligence (Bruce Snyder 2011)
Marketing is the process of customer identification (needs views preferences financial
possibility to buy certain product) This task will be done through primary information
analysis Another task in marketing is development of ―analytics-driven approach to help to
reach a targeted student through search engines mobile smartphones text messaging email
newsletters and social media (Higher Education Marketing Company) This company has a
straight and logic view on marketing process in university which provides a wide scope of
services Google Analytics Search Engine Optimization Pay Per Click Marketing Social
Media Marketing Google Maps amp Local Search Web Design amp Development Mobile
Marketing Short Message Service (SMS) Another very effective tool is SEO (search engine
optimization) which allows embedding into the company website option for the most
important (most likely needed) words phrases while creating company web pages This set of
words with high possibility that potential customer will dial up will give opportunity for the
company website to pop up in the top list of the search engine (Google chrome yahoo etc)
Under research problem ndash low enrollment of students the researcher should look for the
findings of other studies relevant to this study problem The questions to start with are ―What
factors in university marketing practices are missing to achieve constant enrollment growth
―Is there any interrelationship of those factors and university attractiveness growth
One of the studies has been conducted among students registered state subsidized
universities in South Africa The purpose of this paper was to present a new marketing mix
based on MBA studentslsquo attitudes and opinions towards the marketing initiatives of business
schools in South Africa The findings of this study revealed showed seven quite distinct
underlying factors in the marketing activities of these business schools some covering the
same elements of the traditional marketing mix people promotion and price There were
however four different elements programme prominence prospectus and premiums ―The
marketing mix is a set of controllable marketing tools that an institution uses to produce the
response it wants from its various target markets It consists of everything that the university
can do to influence the demand for the services that its offers Tangible products have
traditionally used a 4Ps model the services sector on the other hand uses a 7P approach in
order to satisfy the needs of the service providerlsquos customers product price place
promotion people physical facilities and processes The product is what is being sold It is
33
more than a simple set of tangible features it is a complex bundle of benefits that satisfy
customer needs The price element of the services marketing mix is dominated by what is
being charged for the degree or tuition fees that are required to enroll at the university Place
is the distribution method that the university adopts to provide the tuition to its market in a
manner that meets if not exceeds student expectations Promotion encompasses all the tools
that universities can use to provide the market with information on its offerings advertising
publicity public relations and sales promotional efforts (Jonathan Ivy 2008) This traditional
model encompasses tools which deal with tangible products In case of university it provides
intangible product which needs more tools for promotion Fifth tool is people who are
considered as a staff in university (academic administrative and support staff) To have a
prominent image university should have teaching staff reputations PhD holders Professorial
title holders Also administrative staff can also play an important role to attain prospective
students by simply providing professional phone call inquiry
The newest addition to the marketing mix is physical evidence and processes Physical
evidence is attributed to internal and external appearance of the entity (from teaching
materials to facade of the building and lecture rooms) ―Processes are all the administrative
and bureaucratic functions of the university from the handling of enquiries to registration
from course evaluation to examinations from result dissemination to graduation to name but
a few During the period that the student is registered processes need to be set in motion to
ensure that the student registers for the correct courses has marks or grades correctly
calculated and entered against the studentlsquos name and is ultimately awarded the correct
qualification While this might seem quite straight forward there are numerous other
processes that need to be implemented concurrently (with the finance system
accommodation time tabling and the library) to ensure the highest level of student
satisfaction The findings of this research suggest that the traditional 4- 5- and indeed 7P
marketing services marketing mix may not be the best way to approach the marketing of
MBA programs in South Africa Using principal components factor analysis on 25 commonly
used marketing tools indicates that four new distinctive and independent elements exist along
with three elements from the traditional marketing mix (Jonathan Ivy 2008) The most
important element from the marketing mix was ―program element (the range of electives in
the degree choice of majors) The second was ―prominence of the degree (academic staff
reputations position on league tables or MBA reviews in the popular press) The traditional
promotions element of the marketing mix was split into two areas standard mass media
34
advertising and hard copy promotional materials such as the university prospectus and direct
mail posted to prospective students called ―prospectus in the MBA marketing mix The
price element is dominated by flexible payment of tuition fees which means that students are
price sensitive and looking for payment flexibility The people element has had a small
modification with face-to-face teaching being included along with personal contact with
graduates and open day attendance The final element of the new marketing mix is called
premiums This is a diverse element of the mix which included accommodation the number
of modules in the degree student exchange programmes university computer facilities and
class sizes While this element was considered the least important of the marketing tools not
offering some of these items could seriously damage the recruitment prospects of a business
school Indeed some items would be considered a standard offering of a university and
expected by a student without further consideration or evaluation (Jonathan Ivy 2008)
So from this study researcher may answer on the posed questions before There is indeed
some other factors out of the standard marketing mix which in this case (higher education
marketing) play a key role In order to finally apply those factors into the practical
implementation researcher should check whether all of those factors remain important for
MU For this purpose primary data should be collected by creating questionnaire which
includes new marketing mix tools
Another study conducted in the realm of marketing communications in Taiwan includes
other findings The purpose of this study was to examine how a graduate institute at National
Chiayi University (NCYU) by using a model that integrates analytic hierarchy process
cluster analysis and correspondence analysis can develop effective marketing strategies
This research revealed that even though universities and colleges in Taiwan have
increasingly realized the importance of having sound marketing strategies to stay competitive
they have concentrated their marketing strategies on promotion ndash advertising tuition
reduction scholarships etc This trend has often obscured the fact that marketing should be
based on customer needs with better efforts made to fulfill these needs Although market
segmentation and positioning enable marketers and institutional planners in higher education
to understand customer needs and to visualize institutional advantages in relation to their
competitorslsquo positions these are relatively new endeavors in educational marketing in
Taiwan
The results display that the five most important factors for studentslsquo school selection
were employability curriculum academic reputation faculty and research environment
35
Students perceived NCYU to be strongly associated with lower tuition fewer entrance-exam
subjects lower entrance-exam pass rates and easier graduation requirements (Hsuan-Fu Ho
Chia-Chi Hung 2008)
In order to verify whether such criteria are also indisputable preconditions for choosing
MU as a potential tertiary institution they should be included into the study questionnaire
As we can see that in secondary information there are many ways on how to improve
university standing and how to reach a customer But this information does not give us the
picture of Masaryk University customer why she chose MU what were the preferences to
choose it where she first time got to know about it and etc That is why for this part ndash to get
the picture of MU customer from primary data collection and then apply appropriate tools that
have been mentioned before would be a good combination for a successful marketing
campaign
24 Primary data
For the purpose of this study ndash increase MU attractiveness primary data has been
collected Researcher developed questionnaire which consists of 15 questions and randomly
gave out to international students The main goal of this questionnaire is to answer two
research questions set by researcher
1 On what element of marketing mix students relied more when choosing MU ―People
―Physical evidence or ―Processes
2 Does the possibility of domestic market employability after graduation plays the key role
for choosing MU
These two research questions will help to get a clue on how specifically to improve
attractiveness of MU
Data is analyzed by using excel Microsoft office application with support of various graphs
and tables It has been calculated that majority of respondents are current students in MU
which gives more in depth data describing university attractiveness
36
Graph 1 ―Identification of students` status
It is 62 of respondents stated that they are currently study in MU This will bring more in
depth data from the survey
Specializations have wider split up with two major elements Informatics and Medicine
amount to 32 and 27 accordingly Unfortunately there are no any students from sport
faculty As it has been mentioned respondents were chosen randomly so it can be obvious
that there is big amount of students studying or intend to study medicine and informatics
Graph 2 ―Identification variability of specializations
37
Country of origin table shows that students from Slovakia have majority Probably
because of country and national closeness to Czech Republic The second biggest majority is
students from United Kindom after them students from Russia and Hungary
Graph 3 ―Country of origin split up
Question number 4 relates to first research question (On what element of marketing mix
students relied more when choosing MU ―People ―Physical evidence or ―Processes)
which specifies the level of ―Process element in MU In general the level of handling phone
callemail is acceptable with 14 respondents answered as completely sufficient or completely
sufficient with additional information This shows that majority of students are satisfied with
first impression of contacting MU
38
Chart 3 ―Level of handling callemail inquiry
Question number 5 explains another element in first research question which is ―People It
is evident that for majority of students academic experience is the most important to know
about professors professionalism But it is also a big quantity of those who did not analyze
any information Five students responded that work experience in business sphere is a key
criteria to choose MU
Chart 4 ―Criteria for identifying professionalism of university teaching staff
The ―Process element is evaluated in question number six which explains the level of
administrative and bureaucratic functions in MU on the matter of convenience and usage
Number of courses
teachers offer
Quantity of
publication of
teachers
Work experience
in business sphere Academic
Experience Professional
title in
business
I didn`t analyze
any information
about academic
staff in MU
39
Chart 5 ―Convenience
On the chart it is shown that students rate these functions as convenient with only several
students who perceive it as rather inconvenient On the ―Usage chart it has also positive
trend representing that MU administrative and bureaucratic process is highly useful
Chart 6 ―Usage
Question number seven explains third element ―Physical evidence In graph below it is
obvious that majority of students do not check this element while choosing MU
40
Graph 4 ―Identification of processes element
69 replied negatively and 31 positively which means that this factor does not play a
key role in selecting university Majority of students rate MU facilities as comfortable It is
shown in the table below that eleven students rate facilities as good
Chart 7 ―Identification of physical evidence element
Question number nine encompasses several criteria which were taken from two elements of
marketing mix ―People and ―Physical evidence and some were not from this marketing
mix like ―ability to get employment in home country ―worldwide acceptable diploma
These two factors were taken from the second research question ―Does the possibility of
41
domestic market employability after graduation plays the key role for choosing MU Results
showed that students highly value ―ability to get employment in home country (16
respondents gave highest score) Also highly rated MU diploma as worldwide acceptable (15
respondents gave the highest score) Also for respondents it is important (with lower grading
score ndash ―4) ―Strong academic staff and ―Excellent laboratory facilities
Chart 8 ―MU criteria
Question number 10 includes set of common services that university provides to students
This question helps to understand what services MU provides sufficiently to students Results
showed that sufficient services that MU provides are almost all which have been mentioned in
the options list Only ―Small class sizes do not meet big majority expectations
a Ability to get
employment in home
country
b Strong
academic staff
d Library
facilities
c Excellent
laboratory
facilities
e Worldwide
acceptable diploma
42
Chart 9 ―MU services
Interesting results gave to the researcher questions number 11 which shows that mostly
students got to know about MU from internet search engines and from relativeslsquo advice
Graph 5 ―Media channel of MU
Question number 12 and 13 give overall satisfaction level with MU Question number 12
has been adopted from theoretical part which asks whether student is ready to enter university
again if heshe would have the same opportunity Question number 13 is double-checking this
statement Results are showing that majority of respondents would enter MU again and they
are satisfied with overall MU educational service
Reasonable
accommodation
Exchange
programs
Number of
modules
Small class
sizes
Internship
possibility
Research
environment Faculty
43
Graph 6 ―Choosing MU
Graph 7 ―General satisfaction of MU
Although researcher might observe big quantity of students who are relactant to answer
Graph derived from question 12 shows that half of respondents do not have such a strong
feeling to reenter MU The same situation is in general satisfaction of MU where 38
remained neutral
The last two questions deal with second research question And here results are varied
Graph 8 derived from question 14 depicts that MU degree is not that helpful for getting the
job back in home country Only 23 answered that degree surely will help to get a high paid
44
position 38 replied as ―probably yes 35 answered as ―not sure and 4 answered
―probably not So around 61 of respondents feel positive about successful employment
back home the rest are not that confident
Graph 8 ―Employability element
Graph 9 ―Employability element second question
If respondents replied positively on 14th
question then they were asked to state the reason
for this As it can be seen above high standard European education is playing a key role for
successful employment Also the rest of options have high scores too
45
RESEARCH REPORT
In the purpose of survey it was essential to understand which of three elements in
marketing mix (―People ―Processes and ―Physical evidence) students rely more and
therefore less while choosing MU According to study made in South Africa by Jonathan Ivy
there are seven elements in marketing mix which all equally important for improving
company attractiveness in service business Researcher of this study picked three out of
seven because they more closely respond to actual service oriented company The rest four
elements (product price promotion place) were existing before as traditional marketing mix
for all types of businesses So the element ―Processes uncovers with questions number 4 and
6 From the graphs it is obvious that students are satisfied with this marketing mix This gives
university strong point in attracting students Call email handling Information system
functionality and other bureaucratic functions work sufficiently well 22 students rated
callemail handling as positive Usage and convenience of different MU functional processes
are also positively appreciated with 13 students for convenience and 15 for usefulness From
this data it can be clearly stated that students do rely on effective functions of MU
Element ―People is identified in questions 5 9 and 10 Question 5 gives information that
students do not mainly rely on ―People element while choosing MU 9 students did not
analyze any information about professionalism of university teaching staff Meanwhile the
main factor on what students pay attention is academic experience of teachers But answers
for the questions 9 and 10 gives a tendency that students do rate criteria ―Professionalism of
teachers high but actually they give lower score for this actual criteria in question number
10 In question number 5 students chose different aspects of professionalism of teachers as a
criteria to enter MU Total score for professionalism aspects is 4+4+5+10+4=27 Also in
question number 9 criteria ―strong academic staff accumulates 17 points (it is taken only 4
and 5 levels of importance) But in question number 10 only students give only ten points for
―faculty as a sufficient service provided by MU It can be assumed that students had higher
expectation before entering into university that they have got
Element ―Physical evidence is seen as not important for respondents Graph for question
number 7 shows that 69 of students did not check elements of ―Physical evidence Also
majority of students rate university facilities as ―Good with opportunity to select ―Excellent
46
status (in question number 8) On the other hand students rate university accommodation and
research environment as high enough (question number 10) It can be concluded that during
the process of choosing university students do not rely heavily on ―Physical evidence But
they did get reasonable service in ―Physical evidence while studying in MU
Second research question states ―Does the possibility of domestic market employability
after graduation plays the key role for choosing MU After analysis of relevant graphs and
tables it became clear that this factor (possibility to get employed) is very important for
students So question number 9 gets the highest score (16) for criteria in choosing MU ndash
―ability to get employment in home country and also high score for ―worldwide acceptable
diploma Even though students rate possibility to get employed as the highest criteria to
enter MU 39 of students are not sure or don not think they will obtain high paid job back
home Here is the point to work for MU administration Students rely on high standard
European education and English language education as a key criterion for being confident in
getting well paid job (question number 15)
The data analysis process constitutes the following
1 MU has convenient and useful bureaucratic functions which are considered as a strong
point in delivering knowledge without obstacles It is difficult to identify the level of
―processes in organization but some points can be highlighted in promotion materials It can
be description of functionality of Information System or description of easy courses
registration
2 Element ―People has deviation in what is expected and what is delivered Students
have a bit higher expectations on the level of teaching staff experience and competence It is
recommended to do a deeper research on the reasons for this deviation But for now it can be
decided to arrange seminars or trainings for teacher to improve their marketing knowledge
and explain commercial tendency in market of high education
3 University ―Physical evidence is has strong rate of sufficiency The only problem that
students do not feel need to pay attention on this element Here MU administration should put
accent on Including pictures of libraries with free Wi-fi canteens computer labs which have
good and pleasant conditions
4 The most important criteria for students to choose MU is high possibility to get
employed at home But this perspective lacks consistency because there is significant amount
of students who remain uncertain in the future employability This gap can be solved by
successful decision making of three elements above ―People ―Processes and ―Physical
47
evidence But it is recommended to conduct further survey questioning the reasons of
students` uncertainty in future employability Maybe the reason is not related to some weak
points in marketing mix but the problem in home countries itself (political instability
nepotism etc)
To sum up the general situation in four factors mentioned above ―processes should be
promoted to international students as a smooth tool in obtaining degree ―people should go
through training on how to deliver lecture in contemporary commercial world of high
education market ―physical evidence should be mentioned in promotion of MU ―student
employability will be interrelated with ―people plus MU has to install closer relationship
with international companies (internships provision seminars with company representatives
professional lectures from leading companies etc)
Secondary information has also a great help in increasing university attractiveness
Viral marketing can be applied to MU because question number 11 shows that internet search
engine is a key tool how students found about MU There is a video of experience Brno life
among Erasmus Students which can be remade as a good promotion video of student life on
campus For Masaryk University very effective tool will be Google Analytics giving a wide
scope of techniques on how to track differentiate and analyze visitors ―Google Analytics is
the enterprise-class web analytics solution that gives rich insights into the website traffic and
marketing effectiveness Powerful flexible and easy-to-use features now give opportunity to
see and analyze your traffic data in an entirely new way With Google Analytics it is easier to
write better-targeted ads strengthen marketing initiatives and create higher converting
websites (Google Analytics website)
In general MU marketing politics should involve techniques mentioned by Jarvis J in his
book ―What Would Google Do Companies must learn that they are better off when they
cede control to their customers Give us control we will use it and you will win
Also it is important to read blogs There are search engines for blogs like Technorati
Icerocket Google Bloglines Pub-sub where MU marketing officials can search for MU
discussion groups or some topics
MU officials should constantly maintain ―conversation with current students It is a good
idea to start communication with those bloggers who care enough to talk about MU products
and service and brand The least MU officials can do is engage them and join the
conversation Even further step can be done Ask consumers what they think MU
48
administration should do MU will end up with better products and do a better job selling
them to more satisfied customers who can even help each other if MU officials let them
Next it will be effective to start university blog where students openly and forthrightly
share the problems and the solutions as they occur There is no reason why a university dean
should not open a direct conversation with the public That will do more to change the
culturemdashto finally make it customer-focused and mean itmdashthan a dozen consultants a
hundred off- sites or a million ad impressions
During of development process of some programs or anything in university it is better to
involve students in this process also
The last but not the least is links on the website of MU There are three links on the ESF
faculty One of them is ―Review of economic perspectives ―call for papers and Citi Bank
banner There should be more links to Headhunters conferences industry associations
current job opportunities etc This gives website alive image and helpful time spending
49
CONCLUSION
This study has been conducted in favor of future Masaryk University prosperity in the
current commercial world Researcher had a strong motivation to give helpful secondary and
primary information which will foster university educational process in the frames of
contemporary world
Of course any research comes up with further recommendations to analyze questionable
matters in results obtained Researcher believes that this work is just another step to constant
need of self-improvement
Researcher advices to put more accent on IT support to promote university image and
therefore increate its attractiveness (Harry Hayward 2011) mentioned that 80 million hours
of video loaded to YouTube every minute So there is high potential for promotion Viral
video of MU will hit several aspects of university improvement brand product suite
differentiation lifestyle according to Dr DJToncich Apart of that it is recommended to
build system of values believes and attitudes among students and university staff and
promote this in the future According to Dr Mark Putman it is essential nowadays to educate
university staff about strategic role of marketing and branding Website analytics would be
useful for measurement and marketing analysis Search optimization engine is another tool on
how to maintain university webpage in the top 10 results in Google chrome or other web
search engines On YouTube there is option to post advertisement of a company only in the
videos which are related to the sphere of products or services company offer So MU might
sign a contract of including its advertisement on videos which has key words as ―education
―high ―in English etc
According to primary data obtained it is obvious that several aspects in MU marketing
mix do not match high criteria among students Once one factor ―People would be solved
through trainings and constant updating knowledge of personnel another interrelated problem
will be offset ndash ―Employability But there is no any research done on interdependence of
these two factors so for further analysis of situation another research should be taken The
main purpose of this research would be identification of cause and effect linkages between
50
―People ―Employability and other factors which influence studentslsquo ability to get high paid
job back home And there are a lot of those factors starting from political situation in the
country to the level of corruption and nepotism
MU has potential to improve its educational process as we do the students because we are
the main customers for our university But one thing should not be forgotten and it is
companies which have strong notion about reality in one or another specialization That is
why my last advice for Masaryk University is to appeal as a liaison entity between students
and companies
51
REFERENCES
Barabba Vincent P Zaltman Gerald 1991 ―Hearing the Voice of the Market Competitive
Advantage Through Creative Use of Market Information Chapter 5
Conway Tony Stephen Mackay David Yorke (1994) Strategic Planning in Higher
Education Who Are the Customers International Journal of Educational Management
Vol 8 Iss 6 pp29 ndash 36
Cooper Donald R Schindler Pamela S 2003 ―Business research methods 8th ed
Dillman Don A 2000 ―Mail and Internet Surveys The Tailored Design Method 2nd
Edition New York
Dekeba Alemayehu 2003 ―Basic of Marketing Research Methods
URL httpwwwglobuszcomebooksMarketingResearchindexhtm
Hemsley-Brown JV and Oplatka I2006 Universities in a competitive global marketplace
a systematic review of the literature on higher education marketinglsquo International Journal
of Public Sector Management Vol 19 No 4 pp 316-338
Harry Hayward ―The power of digital storytelling 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Hair Joseph F - Bush Robert P - Ortinau David J ―Marketing research within a changing
information environment 3rd ed2006
Hsuan-Fu Ho Chia-Chi Hung Marketing mix formulation for higher education An
integrated analysis employing analytic hierarchy process cluster analysis and
correspondence analysis International Journal of Educational Management Vol 2 Iss
4 2008
Jarowski Ajay K Kohli and Arvind Sahay 2000 ―Market ndash Driven Versus Driving
Markets Journal of the Academy of Marketing Science 45-54
Johnson Bob ―Mobile marketing in higher education getting ready for 1012 and beyond
2011
URLhttpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Jarvis J ―What Would Google Do Adobe Acrobat eBook Reader 2008
52
Jonathan Ivy A new higher education marketing mix the 7Ps for MBA marketing
International Journal of Educational Management Vol 22 Iss 4 2008
Kotler Philip Fox Karen FA 1985 Strategic Marketing for Educational Institutions
Mora Michaela ―What Is Statistical Significance 2011
URL httprelevantinsightscomtagsample-size
Nha Nguyen Gaston LeBlanc 2001 Image and Reputation of Higher Education Institutions
in Studentslsquo Retention Decisions International Journal of Educational Management
Vol 15 Iss 6
URL httpwwwemeraldinsightcomjournalshtmarticleid=838798amp
Oppenheim ldquoQuestionnaire Design Interviewing and Attitude Measurementrdquo 1992
Oud Jacqueline 2004 ―Market research versus marketing research
Pimpa Nattavud 2003 ―Internationalization and trade in higher education opportunities and
challenges
Putnam Mark ―Do you drive the agenda or go along for the ride 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Rakhee Vyas Anne L Souchon 2003 Symbolic Use of Export Information A
Multidisciplinary Approach to Conceptual Development and Key Consequences
International Marketing Review Vol 20 Iss 1 pp67 ndash 94
URL httpwwwemeraldinsightcomjournalshtmarticleid=855530
Rich Lyons ―Authentic branding how creating a school brand with culture and curriculum
just might help save us 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Robert S Michael ―Inquiry amp Scientific Method 2002
URL httpwwwindianaedu~educy520sec5982week_1inquiry_sci_method02pdf
Rodriguez G ―5 Questions to Help You Understand Your Customer 2004
URL httpwwwpowerhomebizcomvol146customerhtm
Sekaran Uma Bougie Johan Roger Gisbert2009 ―Research Methods for Business a Skill
Building Approach 5th ed
Singleton Royce A Jr and Bruce C Straits 1999 Approaches to Social Research (3rd
Edition) New York Oxford University Press
Smith Scott M Albaum Gerald S 2005 ―Fundamentals of Marketing Research
Snyder Bruce ―Maximizing the power of web analytics 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Toncich ―Study and Learning in the Australian University System
53
URL httpwwwdoctorteenetfilesunibook04_ppdf
WEBSITES
Experiment-Resourcescom ―Comparing Quantitative and Qualitative Research 2009
URL wwwexperiment-resourcescomquantitative-and-qualitative-researchhtml
Higher Education Marketing Company Canada
URL httpwwwhigher-education-marketingcomcontact
Google Analytics website
URL httpwwwgooglecomintlenanalytics
54
Appendix A Questionnaire
Dear respondent this questionnaire is created in terms of Master`s degree diploma thesis The main goal of
this survey is to improve Masaryk University attractiveness by deriving the reasons for choosing Masaryk
University in obtaining a degree The answers will be kept as confidential and would not be used in any
other purposes other than for this research If you would have any questions regarding the results of this
survey please contact me
Ilya Shaiderov (380502mailmunicz)
Thank you for your cooperation
1 Are you a current or prospective student ____________________
2 What specialization you are obtaining or intend to obtain in MU ____________________
3 Please specify your country of origin ____________________
4 Please rate the level of handling your first phone callemail inquiry by MU staff (only if it is
applicable to your case)
1 2 3 4 5
5 While considering MU as an option to study what criteria did (do) you analyze to check
professionalism of university teaching staff (you may choose several options)
a Number of courses teachers offer
b Quantity of publication of teachers
c Work experience in business sphere
d Academic Experience
e Professional title in business
f I didn`t analyze any information about academic staff in MU
No response
Insufficient response
Sufficient enough
Completely sufficient with additional information
Completely sufficient
55
6 (Only for current students) Could you characterize the process of courses registration usage of IS
system and other administrative and bureaucratic functions of university (please choose one in each
scale)
Convenience
1 2 3 4 5
Usage
1 2 3 4 5
7 (For both current and prospective students) While choosing MU did (do) you check quantity of
books in university library accessibility of electronic databases new editions of study materials
overall quality of library
Yes
No
8 (Only for current students) Please rate MU facilities (buildings classrooms computer labs etc) on
the matter of ―comfortability
1 2 3 4 5
Excellent Good Sufficient Not enough Bad
Completely Convenient
Rather Convenient
Convenient Rather Inconvenient
Completely Inconvenient
Completely Useful
Rather Useful
Useful Rather Useless
Completely Useless
56
9 (For both current and prospective students) How do you rate the following factors as criteria for
choosing MU (1- least important 5 ndash most important)
a Ability to get employment in home country
b Strong academic staff
c Excellent laboratory facilities
d Library facilities
e Worldwide acceptable diploma
10 Please choose (mark ―V) services that MU sufficiently provides to you as a student (in case you
are prospective student - should be provided)
___ Reasonable accommodation (covered by student)
___ The number of modules in the degree and big variety of elective courses
___ Student exchange programs
___ Research environment (sufficient up to date study materials computer labs laboratories etc)
___ Small class sizes
___ Internship possibility
___ Faculty (profound selection of PhD and profession specialists)
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
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n
t
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3
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y
p
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o
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e
4
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5
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r
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4
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o
5
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o
1 2
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y
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q
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f
r
o
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o
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3
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a
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o
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m
e
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r
4
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a
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o
m
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d
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m
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n
t
5
[
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p
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a
q
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1 2
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3
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4
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f
r
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m
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n
5
[
T
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p
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a
q
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f
r
o
m
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1 2
T
y
p
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a
q
u
o
t
e
f
r
o
m
t
h
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d
o
c
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m
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n
3
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y
p
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a
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t
e
f
r
o
m
t
h
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d
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c
u
m
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n
4
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y
p
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a
q
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t
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f
r
o
m
t
h
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d
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c
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m
5
[
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
57
11 From what source you first found out about Masaryk University
a Website search engine
b Advice of friends parents etc
c TV
d Newspaper please specify____________
e Journals please specify____________
f Billboards
g Website banners please specify website_______________
h Other source__________________________
12 (Only for current students) If you had do it over again would you still choose MU If not please
specify why
a Yes
b Not sure
c Probably would
d Probably would not (please specify why)
__________________________________________________________________________________
__________________________________________________________________________________
________________________________________________________________
13 (Only for current students) Please describe your level of general satisfaction with university
a Not satisfied at all
b Neutral
c Satisfied
d Very satisfied
58
14 (For both current and prospective students) Do you think MU degree will help you to get above
average salary in your home country
a No b Probably not c Not sure d Probably yes c Yes
15 If you think that MU degree helps to get well paid job in your home country what might be
reasons for that (more than one reason can be selected)
a High standard European education d Possibility to pass internship in Europe
b Degree specialization choice e Other_________________________
c Education in English language
12
arbitrary and subjective Each member does not have a known nonzero chance of being
included (Cooper Schindler 2003)
Analysis and Interpretation of Data Collected
The first step in processing of data is editing of complete schedulesquestionnaires Editing
is a process of checking to detect and or correct errors and omissions Editing is done at two
stages first at the fieldwork stage and second at office
Field editing
During the stress of interviewing the interviewer cannot always record responses
completely and legibly Therefore after each interview is over he should review the schedule
to complete abbreviated responses rewrite illegible responses and correct omissions
Office editing
All completed schedulesquestionnaires should be thoroughly checked in the office for
Completeness accuracy and uniformity
Coding
Coding means assigning numerals or other symbols to the categories or responses For
each question a coding scheme is designed on the basis of the con med categories The coding
schemes with their assigned symbols together with specific coding instructions may be
assembled in a book After the transcription of data is over data are summarized and arranged
in a compact form for further analysis This process is called tabulation
Tabulation
Thus tabulation is the process of summarizing raw data and displaying them on compact
statistical tables for further analysis It involves counting of the number of cases falling into
each of several categories
Tabulation can be done by hand or by mechanical or electronic devices The choice depends
upon the size and type of study cost considerations time pressures and the availability of
tabulating machines or computers In this project tabulation and statistics will be done by
using Microsoft excel spread sheet (Debeka 2003)
The Research Report
―Results of the research can be described in short or in long reports Short reports are
appropriate when the problem is well defined is of limited scope and has a simple and
straightforward methodology Short reports are about five pages Long reports are of two
13
types Technical report is written for an audience of researchers And management report
written for the nontechnically oriented manager or client (Cooper Schindler 2003) This
paper is considered to be a tool for a managing director (dean) of the university who might
not have research background so the results of the research will be represented as managerial
report
14 The Research Plan
Research plan is needed to organize everything in a way that each stage would clearly
derive from the previous one It is a tool to control and follow up all procedures of research
project It starts off with stating objectives (primary and secondary) then problem analysis
(includes research problems questions hypotheses interconnection between objectives and
problem) Research design is next one It has four subsets (1) research methodology (how the
research will be made) (2) research techniques (methods and procedures for data gathering)
(3) sample design and selection (what is the size of sample is there any subsamples how you
will make sure that it is representative sample How the sample size was determined) The
fourth stage of research plan is proposed analysis (tabulation procedures cross-analysis
tabulations and their reasons type of statistical analysis) (Smith Albaum 2005)
15 Measurement
In marketing research measurement plays a key role Accurate measurement of variables
brings to right results and therefore to right management decisions The main goal of accurate
measurement is to characterize customers` attitude toward a product ―Researchers use the
measurement process by assigning either numbers or labels to (1) people`s thoughts feelings
behaviors and characteristics (2) the features or attributes of objects (3) the aspects of ideas
or (4) any type of phenomenon or event using specific rules to represent quantities andor
qualities of the factors being investigated For example to gather data that will offer insight
about people who shop for automobiles online (a marketing phenomenon) researcher collects
information on the demographic characteristics attitudes perceptions past online purchase
14
behaviors and other relevant factors associated with these people (Hair Bush Ortinau
2006)
Two of the primary criteria of evaluation in any measurement or observation are
Whether we are measuring what we intend to measure
Whether the same measurement process yields the same results
These two concepts are validity and reliability Reliability is concerned with questions of
stability and consistency - does the same measurement tool yield stable and consistent results
when repeated over time Validity refers to the extent we are measuring what we hope to
measure (and what we think we are measuring) To apply these concepts to social research
we want to use measurement tools that are both reliable and valid We want questions that
yield consistent responses when asked multiple times - this is reliability Similarly we want
questions that get accurate responses from respondents - this is validity (Smith Albaum
2005)
16 Designing Questionnaires
After determining established set of scale measurements it is the time to format them into
an instrument for collecting raw data from respondents The purpose of designing reliable
questionnaire is to collect high quality primary data which can be easily transformed into the
information for the manager The main principle in developing questionnaire is its logic
objective and consistent approach rather than creative way of questions development
Everyone understands that words go into questions and that questions go into questionnaires
but not everyone understands that writing questions does not give you a questionnaire (Hair
Bush Ortinau 2006)
During the procedure of formulating and asking questions response nonresponse errors
occur Nonresponse errors can occur due to the length of questionnaire or questions their
complexity or inclusion of personal questions To avoid such type of error it is necessary to
use innovative way of questions formulation by keeping them concise and in the same time
sufficient enough The next step is to shuffle up the formats of questions to keep interest of
respondent to answer Keeping respondent well informed about directions of each part of
questionnaire is also important Researcher should put emphasis on style and format of
questionnaire (font color of paper graphic attributes etc) The final aspect is numbering the
questions to help keep track for both researcher and respondent
15
Response error rise when the actual value of variable contradicts with one in the report
This error can rise from both sides researcher or respondent Respondent is considered as a
person who provides information through communication (interviews questionnaire) or
observation (researcher observe behavior of respondent) Response error though can occur
during one or both of those processes To verify reasons of errors researcher should analyze
steps in delivering information The first one is information formulation and the second is
information transfer Inaccuracy happens during formulation step and ambiguity during
information transfer to respondent (Smith Albaum 2005)
17 Inaccuracy
Inaccuracy as a cause of questionnaire design means that false report is obtained from the
attitudes preferences beliefs feelings of respondent Questions and scales must be used that
enable to get the whole picture of respondent perception on the matter rather than to get a
fragment of his perception Accuracy itself refers to the degree to which the data provide the
researcher with a description of the true state of affairs From this point ―questionnaire design
precision rise up which is the extent to which a questionnaire design can reproduce similar
results over repeated usages (Hair Bush Ortinau 2006)
There are two types of inaccuracies predictive and concurrent Former one is caused by
inaccurate intentions of researcher during problem formulation Concurrent inaccuracy
happens when respondent intentionally provides inaccurate information
Inability to respond and unwillingness to respond are the most common concurrent
inaccuracies Inability to respond happens when question is posed the way it is hard to answer
without certain actions of respondent (check look up some features of product in question)
These problems might occur if respondent does not remember product features questionnaire
is unrealistic badly designed or directed to improper person Also if construction of questions
is developed with misuse of words or general terms
―Unwillingness to respond deals with motivation of respondent Respondent will not
provide accurate or any information due to several costs One of them is time costs which
require respondent to spend time for questionnaire completion So if respondent is busy or
questionnaire is too long she would answer the questions as quick as she can without paying
attention to accuracy For this reason questionnaire section will contain this phrase ―Do you
16
have time now to answer questions or would you rather set a time when I could contact you
again
Second problem is perceived loss of prestige Some questions might influence prestige of
respondent and then he tends to answer in a way not to lose his prestige which leads to
inaccurate answer Examples of areas which involve prestige level is age income educational
level and job position The main key to solution of this problem is to ask for information
twice in different ways
Third area of questions that might bring to unwillingness to respond is invasion of privacy
If questions touch private information about respondent inaccuracy and nonresponse take
place Such area includes questions about family matters income and money attitude finance
respondent hygiene political views religion and etc In this case indirect questions can help
or in case of direct questions still have to placed they should be included in the end of
questionnaire (Smith Albaum 2005)
18 Ambiguity
Ambiguity is considered as errors in constructing written and oral words or behavior
Inaccuracy errors occur during the formulation of information whereas ambiguity errors
happen during transfer of information through communication or observation Unambiguous
situation is the one where researcher asks question and respondent answer based on the same
meaning of words In this case two phase process takes place When question interpreted by
respondent has the same meaning as it is in interpretation of researcher And answer by
respondent is understood the same way as by researcher (Smith Albaum 2005)
―The language of the questionnaire should approximate the level of understanding of the
respondents The choice of words will depend on their educational level the usage of terms
and idioms in the culture and the frames of reference of the respondents If some questions
are either not understood or are interpreted differently by the respondent the researcher will
obtain the wrong answers to the questions and responses will thus be biased Hence the
questions asked the language used and the wording should be appropriate to tap respondents`
attitudes perceptions and feelings (Sekaran Bougie 2009)
Also implicature is an issue related to ambiguity when researcher is using elliptical
sentences (starting with ―Why ―What ―How) and respondent fill in the missing content
17
by herself In standardized interviews respondent should interpret questions as he can which
leads to miscommunication and wrong results So conversational interviewing is when
researcher is trying to explain the meaning of question and not influence the answer (Smith
Albaum 2005) Interview refers to qualitative method to obtain data this study has
quantitative research so it becomes crucial to construct clear and concise questions For this
purpose there will be pretest of questionnaire research by giving out it to my friends and get
feedback Another way to track understanding level of respondent is to set sub questions in
questions which contain highest probability to mislead respondent By simply asking the level
of question comprehension (good or fair) researcher can identify the level of ambiguity in
answers and track those answers which are answered with ―good level of understanding
Question form and question wording has certain relationship to ambiguity
There are four questionanswer types
1 Free answer (open-ended text)
2 Dichotomous and multiple choice answers (select k of n)
3 Rank order answers
4 Constant sum answers
1 Free answer questions imply that respondent will give full answer to the question in his
own words This type of questions require respondent to have ability to express completely
and concisely That is why free answers have great extent of ambiguity during interpretation
process
2 Dichotomous and multiple choice answers are the most common in questionnaires
development General form for both of these answer types is selection of ―k optional answers
out of ―n available ―Select exactly 1 of n Answers is one of such type of answers This is
simple form where k=1 and n is up to researcher desire In dichotomous question options (n
values) range into two extremes (―Yes ―No ―In favor ―Not in favor ―BuyDo not buy
etc) Multiple choice answers are just an extension of dichotomous questions Multiple choice
questions may require selection of several ―k out of ―n possible answers or selection
unlimited amount of ―k answers out of given ―n options
3 Rank order answers allow to put gradation to answer options This type of answers
characterizes data on the most prevailing option and the one which has the least importance to
18
respondent Typical questions can include determining ranking of preferences first to last
most current to least current and etc The most common bias here is that first optional answer
in the question has more chances to be selected Also tied rankings may cause another
problem of data weakening When it is allowed to rank several answer options into one
ranking level it is impossible to determine results out of this answer For the efficiency
purposes maximum of answer options given in rank order questions vary from five to seven
If it is more than seven it is hard for respondent to identify clearly the right ranking order
4 Constant sum question is the form of ranking using allocation of one hundred percent to
the options containing reasons for the statement asked It can be options for the reasons of
company product purchase (Smith Albaum 2005)
Also to create a good questionnaire researcher should include ―positively and negatively
worded questions Instead of developing all questions positively it is better to mix them with
negatively worded questions to reduce the probability of mechanical filling the questionnaire
by respondent ―A respondent who is not particularly interested in completing the
questionnaire is more likely to stay involved and remain alert while answering the questions
when positively and negatively worded questions are interspersed in it For instance if the
respondent has circled 5 for a positively worded question such as ―I feel I have been able to
accomplish a number of different things in my job he cannot circle number 5 again to the
negatively worded question ―I do not feel I am very effective in my job hellip The use of
double negatives and excessive use of the words ―not and ―onl should be avoided in
negatively worded questions because they tend to confuse respondents (Sekaran Bougie
2009)
19 Hints to improve quality of questionnaire
A Neutrality and don`t know or no opinion
It is an option given to respondent to remain neutral to the question provided Once third
option is included researcher does not force respondent to answer and it makes questionnaire
more polite to respondent Based on the nature of the question researcher may include such
options like ―don`t know ―no opinion or ―not applicable ―Don`t know might be
attributed to question dealing with some facts whereas ―no opinion can be attributed to a
19
certain attitude of respondent If such type of option will be included it is important to
increase sample size because of increased probability for respondent to choose neutral answer
B Dichotomous questions
It is the easiest type of questions for respondents It is considered as a question with
average probability for being ambiguous But it has the lowest probability of being ambiguous
among free-answer questions and multiple-choice questions
C Multiple choice questions
The researcher has two options if she wants more detailed information in a certain
question It is to create multiple choice question or free-answer question Usually multiple
choice questions are more complex and longer than the other two (dichotomous and free-
answer) Ambiguity in such type of questions derives from inability to formulate mutually
exclusive alternatives Another reason for ambiguity is limitation of the chosen answer
Respondent should select only one option which most widely answers the question For this
reason researcher may offer to select as many options as respondent wishes There is a table
below which shows relative probability of ambiguity related to form of question
Table 1 ―Form of Question and Relative Probability of Ambiguity (Smith Albaum 2005)
D Question wording
Selection of right words plays important role in questions development So in wording
choose researcher should be extremely careful Ambiguity in wording has several sources
Question length
Respondent unfamiliarity with some words
Relative Probability of Ambiguity
Form of Question Question Answer
Free-answer Lowest Highest
Dichotomous Average Lowest
Multiple-choice Highest Average
20
Ambiguity of context
Two questions included in one sentence
Too broad questions
If questions are too long this will confuse respondent and affect data accuracy For this
reason researcher should keep questions concise and clear If some words in question are
unfamiliar to the respondent this will also lead to confusion and inability to provide right
information So in case of scientific wording in questionnaire and non-homogeneous
backgrounds of respondents low level of vocabulary should be used Also researcher should
verify whether questions imply only one matter in order not to mislead respondent Questions
that lack specificity should also be avoided Those questions are developed with general
words like ―how often for example
In general researcher must provide alternative question wording pretesting and
verification by observation In alternative question wording first have of sample group may
get options in one order and the second one in reverse order Once questionnaire is ready
pretesting is another good way to decrease ambiguity Only one concern here is to choose
relatively the same group of respondents as it will be in the real research By close
communication with respondent in pretesting step researcher can determine some troubles
misunderstandings arose during this step And last advice is verification by observation
Researcher can (where it is possible) verify answers of respondents by observing their actions
related to questions answered It is not the easy activity so only those questions will be
verified where it is possible to do so (Oppenheim 1992)
110 Sampling procedures in Marketing Research
―Sampling is a selection of small number elements from a larger defined target group of
elements and expecting that the information gathered from the small group will allow
judgments to be made about the larger group The main idea of sampling is that a decision is
based on the assumption that the smaller portion or sample is representative of the larger
population (Hair Bush Ortinau 2006)
There should be a strict order in defining sample for research
21
Chart 1 ―Defining Sample
Sampling procedure starts with defining of population Population is amount of units
(individuals legal entities households) which has one or more similar feature among each
other In order to specify population researcher should answer such questions as what kind of
units (elements of analysis) to be included where they reside or their origin and when
(dimension of units in terms of timeframe) Population should be defined as precisely as
possible At the moment of finalizing population definition investigator decides whether it is
necessary to investigate the whole amount of population (census) or a part of it (sample) The
choice depends on the size of population If the size of population is small census can be an
optimal option otherwise should be created sample
Sample design includes type of sample sampling unit and sample frame Majority of
samples are selected by choice of investigator as non-probabilistic method Where
investigator selects elements of sample in terms of convenience availability and own
judgment Researcher uses table or any other random selective device for the probable
method (Smith Albaum 2005)
Define population
Sample design
Sample size
Estimate costs of sampling
Census vs Sample
Execute sampling process
22
―Sampling unit is the basis of the actual sampling procedure It is that segment of the
population actually chosen by the sampling process The sampling unit may contain one or
more population elements That is these units may be individual elements or aggregates of
individual elements (Smith Albaum 2005)
Sample frame is considered as a list of elements of the population For instance it can be
list of characteristics of elements which are expected to pass the interview or fill out
questionnaire In a perfect case sample frame should determine each population element once
and should not include those elements which are not in the population criteria There several
options below of inaccurate sample framing process
Chart 2 ―Sample Framing Processes
A Incomplete
Sampling frame
B Too Comprehensive
C Combination
Sampling frame Population
Sampling frame Population
Population
23
There is also set of questions to ask during generation of sampling list
Does the list contain everyone in the survey population
Does the list include names of people who are not in the study population
How is the list maintained and updated
Are the same sample units included on the list more than once
Does the list contain other information that can be used to improve the survey
(Dillman 2000)
There are four traditional approaches for the determining sample size
1 Arbitrarily or judgmentally determined
2 Minimum cell size in analysis
3 Based on budget
There are two types of costs in sampling process fixed and variable Fixed costs are those
which are determined and constant Variable costs depend on the volume of study being
conducted The dashed line in the upper graph shows interrelation between costs and sample
design If costs are too high researcher reconsiders sample design or sample size
The last step is actual choice of sample There are two main criteria for this process
sample must be adequate and representative For the sample being representative means that it
reflects overall characteristics of the whole population Adequacy is sought in sufficient
amount of elements selected to provide stable results Also there are two types of sampling
designs probability and non-probability samples Non-probability sampling differs from
probability sampling on the basis that in non-probability sampling the sample elements do
not have a known nonzero chance of being selected for the sample In probability sampling
each element has a known and equal probability of selection This study incorporates
probability design because there are no any predisposed respondents (Smith Albaum 2005)
111 Editing Coding and Descriptive Analysis
―Completed questionnaires or other measurement instruments must be edited coded
entered into a data set for processing by computer and carefully analyzed before their
complete meanings and implications can be understood (Smith Albaum 2005)
24
The main reason for this process is converting data obtained into information which will
provide inferences and answers to research question A certain sequence is needed to perform
successful data analysis In short there should be definition of response categories at first
then editing and coding and at last tabulation All these three steps will be implemented in the
practical part
112 Research Errors
In any research errors will occur so management of errors must apply Errors can arise in
any stage of marketing process from problem formulation to report development It is a goal
of investigator to minimize those errors The value of total error is comprised of sampling
error plus non-sampling error Sampling error (usually called as random sampling error) is the
difference between planned sample and the list of interviewees it is formed Non-sampling
errors are those which are not related to the sample itself Usually non-sampling errors related
to sort of bias as the difference between the true value of that which is being measured and the
average value derived from a number of independent measurements of it There are eight
major types of errors
Population specification ndash difference between required population and population
chosen When researcher chooses inappropriate population for the data collection
Sampling difference between required sample and the one that has been selected
When sample does not represent the population selected by using probability sampling
method
Selection error usually occurs when researcher pick up respondents whom she knows
who is more pleasant in general who is easily reached This tendency deviates real
population selected
Frame error Sample frame is a set of representatives of population who relate to
required sample The frame error occurs when elements which are not in the sample
group are investigated
Nonresponse error occurs when all members of the sample cannot be reached or they
refuse to respond
Surrogate information error occurs when investigator is unable to obtain responses and
replace it with proxy answers leading to surrogate information
25
Measurement error occurs in several stages of research transmittal response analysis
In general researcher represents information that he wants rather the real one
Experimental error When investigator is measuring the influence of independent
variables on dependent one while controlling extraneous variables (Smith Albaum
2005)
2 PRACTICAL PART
21 Marketing Research Process Applied
For this study it has been identified that the problem of current situation in MU is its
inability to attract more international students
Problem Formulation Prospective students do not choose MU for degree obtainment
Research goal To identify ways on how to increase studentslsquo inflow into MU by means of
detecting general preferences of MU customers (prospective students and current students)
Research questions
Based on the study of 7P approach made by Jonathan Ivy one research question arises
1 On what element of marketing mix students relied more when choosing MU ―People
―Physical evidence or ―Processes
From another study made by Hsuan-Fu Ho and Chia-Chi Hung second research question
arises
2 Does the possibility of domestic market employability after graduation plays the key role
for choosing MU
26
Method of Inquiry
As been mentioned in the theoretical part the first step in method of inquiry is observation
and description of a phenomenon or a group of related phenomena This step is known for its
qualitative methods of applicability
Have been studying for almost two years in MU and communicating with dozens of
international students I found several aspects to consider for MU attractiveness improvement
Students who stay longer than a semester differ from those who came just for one semester
under Erasmus exchange program This research deals with the first category of students and
for them it is important to have more frequent university-student correspondence Keeping the
fact that education process in Masaryk university different and complicated in terms of
Information Technology (student information system is very confusing with no English
version of some pages) there should be prepared an orientation seminars on how to effectively
use all university premises and surrounding city facilities It can be easily done with the help
of International Students Club which has excellent image among such clubs in Europe There
is orientation week for students but from the students point of view is more prepared to make
things done (like ISIC card issue register to information system) rather than providing
students with tools on how to achieve what they need to This can easily be done by
information system additional applications of city university map student forums and
discussion groups The information system should be done in more client friendly way with
good English translation of the web pages
This work would not include any hypothesis because of the chosen research design ndash
explorative
Research Methodology
In this will be applied nonexperimental method because of objectivity purposes There is
high risk of mislead and misinterpretation to the respondent which will affect the survey
results
Question number 1 2 3 in the survey (can be found in appendix of this work) was
included for the reason to find additional information from prospective students who intend to
continue their study Question number 11 gives idea on the effective media channel that
students got information from Question number 12 and 13 will help to summarize general
student opinion on MU and find some deviations from the rest of the questions
27
Below are the questions in the survey which relate to research question number 1 ―On what
element of marketing mix students relied more when choosing MU ―People ―Physical
evidence or ―Processes
Question number 4 6 7 was adopted from literature source (Jonathan Ivy 2008) of
theoretical part This question identifies the level of ―Processes element of marketing mix
Question number 5 based on the same literature source was adopted to verify another element
of marketing mix ndash ―People Question 8 uncovers the level of third element ―Physical
evidence Question number 10 encompasses all three elements to double check the main
criteria that students choose or consider MU to study
Below are questions in the survey which relate to research question number 2 ―Does the
possibility of domestic market employability after graduation plays the key role for choosing
MU
Questions number 14 and 15 will help to identify the level of studentslsquo motivation to enter
MU for the reason of higher chance of employability after graduation These questions were
adopted from literature source provided by Hsuan-Fu Ho and Chia-Chi Hung
Question number 9 relates to both research questions because it covers the scale of
significant factors that might affect student to choose MU
Research Design
The study entitled ―Quantitative Marketing Research attempts to accumulate the sequence
of procedures to conduct successful marketing research It has been chosen to use quantitative
research for the reason that study aims to find out the answer of a research questions through
numerical evidence This method enables researcher to gather existing information and data
regarding interrelationship between low rate of students registration to MU The study will
help to answer on two research questions posed in this work
Selection of data collection techniques
The study incorporates two techniques of data collection secondary and primary
collection Secondary information reveals current situation of HE marketing worldwide and
primary information helps to find the match up for solution of MU problem and secondary
information findings
28
Sample design
Researcher uses probability sample design with quantity of respondents equal to 26
Data collection
For study purposes data will be collected by giving out questionnaires to current and
prospective students who study or intend to study in English in MU Hard copy questionnaires
will be collected after respondents finish answering them Total collected questionnaires
amount to 26
Research errors
Population Specification error is mastered by questioning potential respondent whether
shehe studies in English Sampling difference researcher will overcome by keeping the
highest level of variety of respondents (by country of origin) Selection error is out of the
matter because researcher is not introduced to the majority of students studying in English
Nonresponse error may occur for the further purposes of the research respondents would be
asked the reasons for rejecting to fill out questionnaire The same procedure is for the
surrogate information ndash if researcher will not be able to get answers from respondents they
will be asked about the reason of rejection
22 Analysis and interpretation of data
Secondary and Primary data is analyzed and interpreted in section 23 and 24 below
23 Secondary data
Marketing communication of universities
As has been mentioned previously in this work the best option to collect relevant primary
data is to rely first on secondary information and then delve down in certain aspects by
collecting primary information In this item it will be explained what has been done in
marketing communication of universities around the world This part will also cover the
question of what communication strategies and tools the international universities use to
attract their students
29
From the first finding to start universities all over the world practicing advertising
campaigns with such words as ―Internationally renowned Award winning Prestigious
Proud history Career oriented etc But not all the time these sparkling words are real truth
―Does it actually matter whether a university has ―tradition if its current practice is poor
Does it matter if a university is ―internationally renowned if the particular course that is
being considered is known to be badly operated by local standards Does it really matter if a
university has ―a proud history if the present isnlsquot very good (Dr DJ Toncich2008)
Australian professor Dr DJ Toncich in 2008 published a book ―Study and Learning in
the Australian University System where he clearly stated various forms of
Marketing in universities of Australia ―The most common example of universities selling the
sizzle rather than the sausage appears in areas such as science engineering and architecture
where potential students are bombarded with glamorous images of spacecraft sky-scraper
buildings nuclear reactors and so on There are different ways how universities attract their
students There is a table provided by Dr DJ Toncich which explains the ways on how to
promote different parts of university image
Table 2 ―Ways on how to promote elements of university image
30
A ―Tool is a part of company (university in this case) image which should be promoted
And ―Vehicle is the way part of the image can be promoted ―Some key points to note are
that the mass media outlets (newspaper television and radio) having the broadest audience
are generally reserved for ―big picture marketing including the universitylsquos brand and
confidencereinforcement strategies Self-evidently promoting to the broadest audience is the
most costly way of getting a message out so the message needs to be simple and clear The
more specialized the audience however the more detailed the information ndash for example
university course guides and handbooks have the most specific audience and subsequently
the highest level of information density In these vehicles there is generally less content
related to the big picture issues of confidence and brand (Dr DJ Toncich 2008)
Nguyen amp Le Blanc (2001) focused on the image and reputation of the institution and
referred to the crucial role these factors played in the development of market positioning ndash
they drew on the well established concepts and theories in business sector marketing for their
study Bonsardi amp Ekwulugo (2003) who claimed that ―a centrally important principle of
marketing is that all marketing activities should be geared towards the customer also relied
on the literature used in business sector marketing and applied it to the context of higher
education
Branding is important for university to stand out in the market In ―ConnectEd
Symposium for the marketing of Higher Education (Chicago November 2011) Rich Lyons
(Dean Haas School of Business University of California Berkley) argued that
―What passes for branding in higher education is often nothing more than a catchy slogan
and logo Branding projects in universities sometimes evoke hostility indifference or bothmdash
or raise the question of why a good school would need to be so concerned about its image that
it would resort to ―corporate measures But when branding reaches deep to magnify a
schoollsquos differentiation and its core essence the result can be a powerful boost on multiple
dimensionsmdashstudent recruitment alumni interest fund raising media interest and so on And
it can resonate with key audiences emotionally to align what the school does with their
passion to change the world Dean Rich Lyons has led the Haas School of Business at UC
Berkeley in branding the school based on codifying its distinctive culture driving that culture
through its business processes and reforming its curriculum to produce a particular type of
leadermdasha path-bending leader The process is lengthy difficult and risks are high Learn why
the rewards of an authentic brand are worth the effort
31
According to this speech strong brand is coming from the culture of interaction among
students and all university staff Mainly students and professors should clearly understand
what matters mostly attracted them in chosen university (values believes attitudes etc should
match up with student`s)
Another aspect for university marketing start up procedure is reposition communications
as a strategic function in a more proactive attitude This matter has been covered by Dr Mark
Putnam President Central College IA in his article ―Do you drive the agenda or go along for
the ride In this article author ―sought to change the view of the marketing and
communications team from customer service providers to strategists He set a good example
with presidential blog using it to elevate the level of discourse at Central Putnam has a track
record for this kind of change management As senior vice president at Northeastern
University (Boston) he worked with the communications team to educate the university about
the strategic role of marketing and branding He comes by this perspective naturally (Dr
Mark Putnam 2011)
To improve university technical tools in attracting students mobile marketing is a great
way ―Mobile marketing brings challenges and opportunities to higher education when scarce
resources limit the ability to add new technologies and techniques to communication plans
We examine the mobile marketing landscape in search of whats most relevant to higher
education today with special attention to student recruitment and brand strength Areas
covered include site design for best task completion writing right for mobile sites monitoring
web analytics and integrating with traditional and social media websites (Bob Johnson
2011)
Another technical tool is digital video clips ―Video in its many forms is becoming a
major factor in our collective lives (80 million hours of video loaded to YouTube every
minute for example) As digital storytelling it is also being used in a variety of ways to build
brand equity with internal and external audiences Outcomes will be a better awareness of the
current trends in using video as a brand building tool and a field guide for teaching others
within the organization to make powerful digital stories Im currently using the workshop at
the UW to train students who will study abroad to make and distribute good quality video
about their experiences (Harry Hayward 2011) In case of brand building using video
assistance viral marketing campaign might work And the last idea which will increase
university profit is web site analytics ―The website is not only a conduit for most of your
marketing efforts todaymdashitlsquos also an incredible tool for measurement and marketing analysis
32
With web analytics you can better quantify the impact of your marketing campaigns improve
the effectiveness of your website segment visitors for micro-marketing efforts and generate
valuable marketing intelligence (Bruce Snyder 2011)
Marketing is the process of customer identification (needs views preferences financial
possibility to buy certain product) This task will be done through primary information
analysis Another task in marketing is development of ―analytics-driven approach to help to
reach a targeted student through search engines mobile smartphones text messaging email
newsletters and social media (Higher Education Marketing Company) This company has a
straight and logic view on marketing process in university which provides a wide scope of
services Google Analytics Search Engine Optimization Pay Per Click Marketing Social
Media Marketing Google Maps amp Local Search Web Design amp Development Mobile
Marketing Short Message Service (SMS) Another very effective tool is SEO (search engine
optimization) which allows embedding into the company website option for the most
important (most likely needed) words phrases while creating company web pages This set of
words with high possibility that potential customer will dial up will give opportunity for the
company website to pop up in the top list of the search engine (Google chrome yahoo etc)
Under research problem ndash low enrollment of students the researcher should look for the
findings of other studies relevant to this study problem The questions to start with are ―What
factors in university marketing practices are missing to achieve constant enrollment growth
―Is there any interrelationship of those factors and university attractiveness growth
One of the studies has been conducted among students registered state subsidized
universities in South Africa The purpose of this paper was to present a new marketing mix
based on MBA studentslsquo attitudes and opinions towards the marketing initiatives of business
schools in South Africa The findings of this study revealed showed seven quite distinct
underlying factors in the marketing activities of these business schools some covering the
same elements of the traditional marketing mix people promotion and price There were
however four different elements programme prominence prospectus and premiums ―The
marketing mix is a set of controllable marketing tools that an institution uses to produce the
response it wants from its various target markets It consists of everything that the university
can do to influence the demand for the services that its offers Tangible products have
traditionally used a 4Ps model the services sector on the other hand uses a 7P approach in
order to satisfy the needs of the service providerlsquos customers product price place
promotion people physical facilities and processes The product is what is being sold It is
33
more than a simple set of tangible features it is a complex bundle of benefits that satisfy
customer needs The price element of the services marketing mix is dominated by what is
being charged for the degree or tuition fees that are required to enroll at the university Place
is the distribution method that the university adopts to provide the tuition to its market in a
manner that meets if not exceeds student expectations Promotion encompasses all the tools
that universities can use to provide the market with information on its offerings advertising
publicity public relations and sales promotional efforts (Jonathan Ivy 2008) This traditional
model encompasses tools which deal with tangible products In case of university it provides
intangible product which needs more tools for promotion Fifth tool is people who are
considered as a staff in university (academic administrative and support staff) To have a
prominent image university should have teaching staff reputations PhD holders Professorial
title holders Also administrative staff can also play an important role to attain prospective
students by simply providing professional phone call inquiry
The newest addition to the marketing mix is physical evidence and processes Physical
evidence is attributed to internal and external appearance of the entity (from teaching
materials to facade of the building and lecture rooms) ―Processes are all the administrative
and bureaucratic functions of the university from the handling of enquiries to registration
from course evaluation to examinations from result dissemination to graduation to name but
a few During the period that the student is registered processes need to be set in motion to
ensure that the student registers for the correct courses has marks or grades correctly
calculated and entered against the studentlsquos name and is ultimately awarded the correct
qualification While this might seem quite straight forward there are numerous other
processes that need to be implemented concurrently (with the finance system
accommodation time tabling and the library) to ensure the highest level of student
satisfaction The findings of this research suggest that the traditional 4- 5- and indeed 7P
marketing services marketing mix may not be the best way to approach the marketing of
MBA programs in South Africa Using principal components factor analysis on 25 commonly
used marketing tools indicates that four new distinctive and independent elements exist along
with three elements from the traditional marketing mix (Jonathan Ivy 2008) The most
important element from the marketing mix was ―program element (the range of electives in
the degree choice of majors) The second was ―prominence of the degree (academic staff
reputations position on league tables or MBA reviews in the popular press) The traditional
promotions element of the marketing mix was split into two areas standard mass media
34
advertising and hard copy promotional materials such as the university prospectus and direct
mail posted to prospective students called ―prospectus in the MBA marketing mix The
price element is dominated by flexible payment of tuition fees which means that students are
price sensitive and looking for payment flexibility The people element has had a small
modification with face-to-face teaching being included along with personal contact with
graduates and open day attendance The final element of the new marketing mix is called
premiums This is a diverse element of the mix which included accommodation the number
of modules in the degree student exchange programmes university computer facilities and
class sizes While this element was considered the least important of the marketing tools not
offering some of these items could seriously damage the recruitment prospects of a business
school Indeed some items would be considered a standard offering of a university and
expected by a student without further consideration or evaluation (Jonathan Ivy 2008)
So from this study researcher may answer on the posed questions before There is indeed
some other factors out of the standard marketing mix which in this case (higher education
marketing) play a key role In order to finally apply those factors into the practical
implementation researcher should check whether all of those factors remain important for
MU For this purpose primary data should be collected by creating questionnaire which
includes new marketing mix tools
Another study conducted in the realm of marketing communications in Taiwan includes
other findings The purpose of this study was to examine how a graduate institute at National
Chiayi University (NCYU) by using a model that integrates analytic hierarchy process
cluster analysis and correspondence analysis can develop effective marketing strategies
This research revealed that even though universities and colleges in Taiwan have
increasingly realized the importance of having sound marketing strategies to stay competitive
they have concentrated their marketing strategies on promotion ndash advertising tuition
reduction scholarships etc This trend has often obscured the fact that marketing should be
based on customer needs with better efforts made to fulfill these needs Although market
segmentation and positioning enable marketers and institutional planners in higher education
to understand customer needs and to visualize institutional advantages in relation to their
competitorslsquo positions these are relatively new endeavors in educational marketing in
Taiwan
The results display that the five most important factors for studentslsquo school selection
were employability curriculum academic reputation faculty and research environment
35
Students perceived NCYU to be strongly associated with lower tuition fewer entrance-exam
subjects lower entrance-exam pass rates and easier graduation requirements (Hsuan-Fu Ho
Chia-Chi Hung 2008)
In order to verify whether such criteria are also indisputable preconditions for choosing
MU as a potential tertiary institution they should be included into the study questionnaire
As we can see that in secondary information there are many ways on how to improve
university standing and how to reach a customer But this information does not give us the
picture of Masaryk University customer why she chose MU what were the preferences to
choose it where she first time got to know about it and etc That is why for this part ndash to get
the picture of MU customer from primary data collection and then apply appropriate tools that
have been mentioned before would be a good combination for a successful marketing
campaign
24 Primary data
For the purpose of this study ndash increase MU attractiveness primary data has been
collected Researcher developed questionnaire which consists of 15 questions and randomly
gave out to international students The main goal of this questionnaire is to answer two
research questions set by researcher
1 On what element of marketing mix students relied more when choosing MU ―People
―Physical evidence or ―Processes
2 Does the possibility of domestic market employability after graduation plays the key role
for choosing MU
These two research questions will help to get a clue on how specifically to improve
attractiveness of MU
Data is analyzed by using excel Microsoft office application with support of various graphs
and tables It has been calculated that majority of respondents are current students in MU
which gives more in depth data describing university attractiveness
36
Graph 1 ―Identification of students` status
It is 62 of respondents stated that they are currently study in MU This will bring more in
depth data from the survey
Specializations have wider split up with two major elements Informatics and Medicine
amount to 32 and 27 accordingly Unfortunately there are no any students from sport
faculty As it has been mentioned respondents were chosen randomly so it can be obvious
that there is big amount of students studying or intend to study medicine and informatics
Graph 2 ―Identification variability of specializations
37
Country of origin table shows that students from Slovakia have majority Probably
because of country and national closeness to Czech Republic The second biggest majority is
students from United Kindom after them students from Russia and Hungary
Graph 3 ―Country of origin split up
Question number 4 relates to first research question (On what element of marketing mix
students relied more when choosing MU ―People ―Physical evidence or ―Processes)
which specifies the level of ―Process element in MU In general the level of handling phone
callemail is acceptable with 14 respondents answered as completely sufficient or completely
sufficient with additional information This shows that majority of students are satisfied with
first impression of contacting MU
38
Chart 3 ―Level of handling callemail inquiry
Question number 5 explains another element in first research question which is ―People It
is evident that for majority of students academic experience is the most important to know
about professors professionalism But it is also a big quantity of those who did not analyze
any information Five students responded that work experience in business sphere is a key
criteria to choose MU
Chart 4 ―Criteria for identifying professionalism of university teaching staff
The ―Process element is evaluated in question number six which explains the level of
administrative and bureaucratic functions in MU on the matter of convenience and usage
Number of courses
teachers offer
Quantity of
publication of
teachers
Work experience
in business sphere Academic
Experience Professional
title in
business
I didn`t analyze
any information
about academic
staff in MU
39
Chart 5 ―Convenience
On the chart it is shown that students rate these functions as convenient with only several
students who perceive it as rather inconvenient On the ―Usage chart it has also positive
trend representing that MU administrative and bureaucratic process is highly useful
Chart 6 ―Usage
Question number seven explains third element ―Physical evidence In graph below it is
obvious that majority of students do not check this element while choosing MU
40
Graph 4 ―Identification of processes element
69 replied negatively and 31 positively which means that this factor does not play a
key role in selecting university Majority of students rate MU facilities as comfortable It is
shown in the table below that eleven students rate facilities as good
Chart 7 ―Identification of physical evidence element
Question number nine encompasses several criteria which were taken from two elements of
marketing mix ―People and ―Physical evidence and some were not from this marketing
mix like ―ability to get employment in home country ―worldwide acceptable diploma
These two factors were taken from the second research question ―Does the possibility of
41
domestic market employability after graduation plays the key role for choosing MU Results
showed that students highly value ―ability to get employment in home country (16
respondents gave highest score) Also highly rated MU diploma as worldwide acceptable (15
respondents gave the highest score) Also for respondents it is important (with lower grading
score ndash ―4) ―Strong academic staff and ―Excellent laboratory facilities
Chart 8 ―MU criteria
Question number 10 includes set of common services that university provides to students
This question helps to understand what services MU provides sufficiently to students Results
showed that sufficient services that MU provides are almost all which have been mentioned in
the options list Only ―Small class sizes do not meet big majority expectations
a Ability to get
employment in home
country
b Strong
academic staff
d Library
facilities
c Excellent
laboratory
facilities
e Worldwide
acceptable diploma
42
Chart 9 ―MU services
Interesting results gave to the researcher questions number 11 which shows that mostly
students got to know about MU from internet search engines and from relativeslsquo advice
Graph 5 ―Media channel of MU
Question number 12 and 13 give overall satisfaction level with MU Question number 12
has been adopted from theoretical part which asks whether student is ready to enter university
again if heshe would have the same opportunity Question number 13 is double-checking this
statement Results are showing that majority of respondents would enter MU again and they
are satisfied with overall MU educational service
Reasonable
accommodation
Exchange
programs
Number of
modules
Small class
sizes
Internship
possibility
Research
environment Faculty
43
Graph 6 ―Choosing MU
Graph 7 ―General satisfaction of MU
Although researcher might observe big quantity of students who are relactant to answer
Graph derived from question 12 shows that half of respondents do not have such a strong
feeling to reenter MU The same situation is in general satisfaction of MU where 38
remained neutral
The last two questions deal with second research question And here results are varied
Graph 8 derived from question 14 depicts that MU degree is not that helpful for getting the
job back in home country Only 23 answered that degree surely will help to get a high paid
44
position 38 replied as ―probably yes 35 answered as ―not sure and 4 answered
―probably not So around 61 of respondents feel positive about successful employment
back home the rest are not that confident
Graph 8 ―Employability element
Graph 9 ―Employability element second question
If respondents replied positively on 14th
question then they were asked to state the reason
for this As it can be seen above high standard European education is playing a key role for
successful employment Also the rest of options have high scores too
45
RESEARCH REPORT
In the purpose of survey it was essential to understand which of three elements in
marketing mix (―People ―Processes and ―Physical evidence) students rely more and
therefore less while choosing MU According to study made in South Africa by Jonathan Ivy
there are seven elements in marketing mix which all equally important for improving
company attractiveness in service business Researcher of this study picked three out of
seven because they more closely respond to actual service oriented company The rest four
elements (product price promotion place) were existing before as traditional marketing mix
for all types of businesses So the element ―Processes uncovers with questions number 4 and
6 From the graphs it is obvious that students are satisfied with this marketing mix This gives
university strong point in attracting students Call email handling Information system
functionality and other bureaucratic functions work sufficiently well 22 students rated
callemail handling as positive Usage and convenience of different MU functional processes
are also positively appreciated with 13 students for convenience and 15 for usefulness From
this data it can be clearly stated that students do rely on effective functions of MU
Element ―People is identified in questions 5 9 and 10 Question 5 gives information that
students do not mainly rely on ―People element while choosing MU 9 students did not
analyze any information about professionalism of university teaching staff Meanwhile the
main factor on what students pay attention is academic experience of teachers But answers
for the questions 9 and 10 gives a tendency that students do rate criteria ―Professionalism of
teachers high but actually they give lower score for this actual criteria in question number
10 In question number 5 students chose different aspects of professionalism of teachers as a
criteria to enter MU Total score for professionalism aspects is 4+4+5+10+4=27 Also in
question number 9 criteria ―strong academic staff accumulates 17 points (it is taken only 4
and 5 levels of importance) But in question number 10 only students give only ten points for
―faculty as a sufficient service provided by MU It can be assumed that students had higher
expectation before entering into university that they have got
Element ―Physical evidence is seen as not important for respondents Graph for question
number 7 shows that 69 of students did not check elements of ―Physical evidence Also
majority of students rate university facilities as ―Good with opportunity to select ―Excellent
46
status (in question number 8) On the other hand students rate university accommodation and
research environment as high enough (question number 10) It can be concluded that during
the process of choosing university students do not rely heavily on ―Physical evidence But
they did get reasonable service in ―Physical evidence while studying in MU
Second research question states ―Does the possibility of domestic market employability
after graduation plays the key role for choosing MU After analysis of relevant graphs and
tables it became clear that this factor (possibility to get employed) is very important for
students So question number 9 gets the highest score (16) for criteria in choosing MU ndash
―ability to get employment in home country and also high score for ―worldwide acceptable
diploma Even though students rate possibility to get employed as the highest criteria to
enter MU 39 of students are not sure or don not think they will obtain high paid job back
home Here is the point to work for MU administration Students rely on high standard
European education and English language education as a key criterion for being confident in
getting well paid job (question number 15)
The data analysis process constitutes the following
1 MU has convenient and useful bureaucratic functions which are considered as a strong
point in delivering knowledge without obstacles It is difficult to identify the level of
―processes in organization but some points can be highlighted in promotion materials It can
be description of functionality of Information System or description of easy courses
registration
2 Element ―People has deviation in what is expected and what is delivered Students
have a bit higher expectations on the level of teaching staff experience and competence It is
recommended to do a deeper research on the reasons for this deviation But for now it can be
decided to arrange seminars or trainings for teacher to improve their marketing knowledge
and explain commercial tendency in market of high education
3 University ―Physical evidence is has strong rate of sufficiency The only problem that
students do not feel need to pay attention on this element Here MU administration should put
accent on Including pictures of libraries with free Wi-fi canteens computer labs which have
good and pleasant conditions
4 The most important criteria for students to choose MU is high possibility to get
employed at home But this perspective lacks consistency because there is significant amount
of students who remain uncertain in the future employability This gap can be solved by
successful decision making of three elements above ―People ―Processes and ―Physical
47
evidence But it is recommended to conduct further survey questioning the reasons of
students` uncertainty in future employability Maybe the reason is not related to some weak
points in marketing mix but the problem in home countries itself (political instability
nepotism etc)
To sum up the general situation in four factors mentioned above ―processes should be
promoted to international students as a smooth tool in obtaining degree ―people should go
through training on how to deliver lecture in contemporary commercial world of high
education market ―physical evidence should be mentioned in promotion of MU ―student
employability will be interrelated with ―people plus MU has to install closer relationship
with international companies (internships provision seminars with company representatives
professional lectures from leading companies etc)
Secondary information has also a great help in increasing university attractiveness
Viral marketing can be applied to MU because question number 11 shows that internet search
engine is a key tool how students found about MU There is a video of experience Brno life
among Erasmus Students which can be remade as a good promotion video of student life on
campus For Masaryk University very effective tool will be Google Analytics giving a wide
scope of techniques on how to track differentiate and analyze visitors ―Google Analytics is
the enterprise-class web analytics solution that gives rich insights into the website traffic and
marketing effectiveness Powerful flexible and easy-to-use features now give opportunity to
see and analyze your traffic data in an entirely new way With Google Analytics it is easier to
write better-targeted ads strengthen marketing initiatives and create higher converting
websites (Google Analytics website)
In general MU marketing politics should involve techniques mentioned by Jarvis J in his
book ―What Would Google Do Companies must learn that they are better off when they
cede control to their customers Give us control we will use it and you will win
Also it is important to read blogs There are search engines for blogs like Technorati
Icerocket Google Bloglines Pub-sub where MU marketing officials can search for MU
discussion groups or some topics
MU officials should constantly maintain ―conversation with current students It is a good
idea to start communication with those bloggers who care enough to talk about MU products
and service and brand The least MU officials can do is engage them and join the
conversation Even further step can be done Ask consumers what they think MU
48
administration should do MU will end up with better products and do a better job selling
them to more satisfied customers who can even help each other if MU officials let them
Next it will be effective to start university blog where students openly and forthrightly
share the problems and the solutions as they occur There is no reason why a university dean
should not open a direct conversation with the public That will do more to change the
culturemdashto finally make it customer-focused and mean itmdashthan a dozen consultants a
hundred off- sites or a million ad impressions
During of development process of some programs or anything in university it is better to
involve students in this process also
The last but not the least is links on the website of MU There are three links on the ESF
faculty One of them is ―Review of economic perspectives ―call for papers and Citi Bank
banner There should be more links to Headhunters conferences industry associations
current job opportunities etc This gives website alive image and helpful time spending
49
CONCLUSION
This study has been conducted in favor of future Masaryk University prosperity in the
current commercial world Researcher had a strong motivation to give helpful secondary and
primary information which will foster university educational process in the frames of
contemporary world
Of course any research comes up with further recommendations to analyze questionable
matters in results obtained Researcher believes that this work is just another step to constant
need of self-improvement
Researcher advices to put more accent on IT support to promote university image and
therefore increate its attractiveness (Harry Hayward 2011) mentioned that 80 million hours
of video loaded to YouTube every minute So there is high potential for promotion Viral
video of MU will hit several aspects of university improvement brand product suite
differentiation lifestyle according to Dr DJToncich Apart of that it is recommended to
build system of values believes and attitudes among students and university staff and
promote this in the future According to Dr Mark Putman it is essential nowadays to educate
university staff about strategic role of marketing and branding Website analytics would be
useful for measurement and marketing analysis Search optimization engine is another tool on
how to maintain university webpage in the top 10 results in Google chrome or other web
search engines On YouTube there is option to post advertisement of a company only in the
videos which are related to the sphere of products or services company offer So MU might
sign a contract of including its advertisement on videos which has key words as ―education
―high ―in English etc
According to primary data obtained it is obvious that several aspects in MU marketing
mix do not match high criteria among students Once one factor ―People would be solved
through trainings and constant updating knowledge of personnel another interrelated problem
will be offset ndash ―Employability But there is no any research done on interdependence of
these two factors so for further analysis of situation another research should be taken The
main purpose of this research would be identification of cause and effect linkages between
50
―People ―Employability and other factors which influence studentslsquo ability to get high paid
job back home And there are a lot of those factors starting from political situation in the
country to the level of corruption and nepotism
MU has potential to improve its educational process as we do the students because we are
the main customers for our university But one thing should not be forgotten and it is
companies which have strong notion about reality in one or another specialization That is
why my last advice for Masaryk University is to appeal as a liaison entity between students
and companies
51
REFERENCES
Barabba Vincent P Zaltman Gerald 1991 ―Hearing the Voice of the Market Competitive
Advantage Through Creative Use of Market Information Chapter 5
Conway Tony Stephen Mackay David Yorke (1994) Strategic Planning in Higher
Education Who Are the Customers International Journal of Educational Management
Vol 8 Iss 6 pp29 ndash 36
Cooper Donald R Schindler Pamela S 2003 ―Business research methods 8th ed
Dillman Don A 2000 ―Mail and Internet Surveys The Tailored Design Method 2nd
Edition New York
Dekeba Alemayehu 2003 ―Basic of Marketing Research Methods
URL httpwwwglobuszcomebooksMarketingResearchindexhtm
Hemsley-Brown JV and Oplatka I2006 Universities in a competitive global marketplace
a systematic review of the literature on higher education marketinglsquo International Journal
of Public Sector Management Vol 19 No 4 pp 316-338
Harry Hayward ―The power of digital storytelling 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Hair Joseph F - Bush Robert P - Ortinau David J ―Marketing research within a changing
information environment 3rd ed2006
Hsuan-Fu Ho Chia-Chi Hung Marketing mix formulation for higher education An
integrated analysis employing analytic hierarchy process cluster analysis and
correspondence analysis International Journal of Educational Management Vol 2 Iss
4 2008
Jarowski Ajay K Kohli and Arvind Sahay 2000 ―Market ndash Driven Versus Driving
Markets Journal of the Academy of Marketing Science 45-54
Johnson Bob ―Mobile marketing in higher education getting ready for 1012 and beyond
2011
URLhttpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Jarvis J ―What Would Google Do Adobe Acrobat eBook Reader 2008
52
Jonathan Ivy A new higher education marketing mix the 7Ps for MBA marketing
International Journal of Educational Management Vol 22 Iss 4 2008
Kotler Philip Fox Karen FA 1985 Strategic Marketing for Educational Institutions
Mora Michaela ―What Is Statistical Significance 2011
URL httprelevantinsightscomtagsample-size
Nha Nguyen Gaston LeBlanc 2001 Image and Reputation of Higher Education Institutions
in Studentslsquo Retention Decisions International Journal of Educational Management
Vol 15 Iss 6
URL httpwwwemeraldinsightcomjournalshtmarticleid=838798amp
Oppenheim ldquoQuestionnaire Design Interviewing and Attitude Measurementrdquo 1992
Oud Jacqueline 2004 ―Market research versus marketing research
Pimpa Nattavud 2003 ―Internationalization and trade in higher education opportunities and
challenges
Putnam Mark ―Do you drive the agenda or go along for the ride 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Rakhee Vyas Anne L Souchon 2003 Symbolic Use of Export Information A
Multidisciplinary Approach to Conceptual Development and Key Consequences
International Marketing Review Vol 20 Iss 1 pp67 ndash 94
URL httpwwwemeraldinsightcomjournalshtmarticleid=855530
Rich Lyons ―Authentic branding how creating a school brand with culture and curriculum
just might help save us 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Robert S Michael ―Inquiry amp Scientific Method 2002
URL httpwwwindianaedu~educy520sec5982week_1inquiry_sci_method02pdf
Rodriguez G ―5 Questions to Help You Understand Your Customer 2004
URL httpwwwpowerhomebizcomvol146customerhtm
Sekaran Uma Bougie Johan Roger Gisbert2009 ―Research Methods for Business a Skill
Building Approach 5th ed
Singleton Royce A Jr and Bruce C Straits 1999 Approaches to Social Research (3rd
Edition) New York Oxford University Press
Smith Scott M Albaum Gerald S 2005 ―Fundamentals of Marketing Research
Snyder Bruce ―Maximizing the power of web analytics 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Toncich ―Study and Learning in the Australian University System
53
URL httpwwwdoctorteenetfilesunibook04_ppdf
WEBSITES
Experiment-Resourcescom ―Comparing Quantitative and Qualitative Research 2009
URL wwwexperiment-resourcescomquantitative-and-qualitative-researchhtml
Higher Education Marketing Company Canada
URL httpwwwhigher-education-marketingcomcontact
Google Analytics website
URL httpwwwgooglecomintlenanalytics
54
Appendix A Questionnaire
Dear respondent this questionnaire is created in terms of Master`s degree diploma thesis The main goal of
this survey is to improve Masaryk University attractiveness by deriving the reasons for choosing Masaryk
University in obtaining a degree The answers will be kept as confidential and would not be used in any
other purposes other than for this research If you would have any questions regarding the results of this
survey please contact me
Ilya Shaiderov (380502mailmunicz)
Thank you for your cooperation
1 Are you a current or prospective student ____________________
2 What specialization you are obtaining or intend to obtain in MU ____________________
3 Please specify your country of origin ____________________
4 Please rate the level of handling your first phone callemail inquiry by MU staff (only if it is
applicable to your case)
1 2 3 4 5
5 While considering MU as an option to study what criteria did (do) you analyze to check
professionalism of university teaching staff (you may choose several options)
a Number of courses teachers offer
b Quantity of publication of teachers
c Work experience in business sphere
d Academic Experience
e Professional title in business
f I didn`t analyze any information about academic staff in MU
No response
Insufficient response
Sufficient enough
Completely sufficient with additional information
Completely sufficient
55
6 (Only for current students) Could you characterize the process of courses registration usage of IS
system and other administrative and bureaucratic functions of university (please choose one in each
scale)
Convenience
1 2 3 4 5
Usage
1 2 3 4 5
7 (For both current and prospective students) While choosing MU did (do) you check quantity of
books in university library accessibility of electronic databases new editions of study materials
overall quality of library
Yes
No
8 (Only for current students) Please rate MU facilities (buildings classrooms computer labs etc) on
the matter of ―comfortability
1 2 3 4 5
Excellent Good Sufficient Not enough Bad
Completely Convenient
Rather Convenient
Convenient Rather Inconvenient
Completely Inconvenient
Completely Useful
Rather Useful
Useful Rather Useless
Completely Useless
56
9 (For both current and prospective students) How do you rate the following factors as criteria for
choosing MU (1- least important 5 ndash most important)
a Ability to get employment in home country
b Strong academic staff
c Excellent laboratory facilities
d Library facilities
e Worldwide acceptable diploma
10 Please choose (mark ―V) services that MU sufficiently provides to you as a student (in case you
are prospective student - should be provided)
___ Reasonable accommodation (covered by student)
___ The number of modules in the degree and big variety of elective courses
___ Student exchange programs
___ Research environment (sufficient up to date study materials computer labs laboratories etc)
___ Small class sizes
___ Internship possibility
___ Faculty (profound selection of PhD and profession specialists)
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
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1 2
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1 2
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y
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f
r
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m
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c
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n
4
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a
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m
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[
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a
q
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f
r
o
m
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h
e
d
o
c
u
m
57
11 From what source you first found out about Masaryk University
a Website search engine
b Advice of friends parents etc
c TV
d Newspaper please specify____________
e Journals please specify____________
f Billboards
g Website banners please specify website_______________
h Other source__________________________
12 (Only for current students) If you had do it over again would you still choose MU If not please
specify why
a Yes
b Not sure
c Probably would
d Probably would not (please specify why)
__________________________________________________________________________________
__________________________________________________________________________________
________________________________________________________________
13 (Only for current students) Please describe your level of general satisfaction with university
a Not satisfied at all
b Neutral
c Satisfied
d Very satisfied
58
14 (For both current and prospective students) Do you think MU degree will help you to get above
average salary in your home country
a No b Probably not c Not sure d Probably yes c Yes
15 If you think that MU degree helps to get well paid job in your home country what might be
reasons for that (more than one reason can be selected)
a High standard European education d Possibility to pass internship in Europe
b Degree specialization choice e Other_________________________
c Education in English language
13
types Technical report is written for an audience of researchers And management report
written for the nontechnically oriented manager or client (Cooper Schindler 2003) This
paper is considered to be a tool for a managing director (dean) of the university who might
not have research background so the results of the research will be represented as managerial
report
14 The Research Plan
Research plan is needed to organize everything in a way that each stage would clearly
derive from the previous one It is a tool to control and follow up all procedures of research
project It starts off with stating objectives (primary and secondary) then problem analysis
(includes research problems questions hypotheses interconnection between objectives and
problem) Research design is next one It has four subsets (1) research methodology (how the
research will be made) (2) research techniques (methods and procedures for data gathering)
(3) sample design and selection (what is the size of sample is there any subsamples how you
will make sure that it is representative sample How the sample size was determined) The
fourth stage of research plan is proposed analysis (tabulation procedures cross-analysis
tabulations and their reasons type of statistical analysis) (Smith Albaum 2005)
15 Measurement
In marketing research measurement plays a key role Accurate measurement of variables
brings to right results and therefore to right management decisions The main goal of accurate
measurement is to characterize customers` attitude toward a product ―Researchers use the
measurement process by assigning either numbers or labels to (1) people`s thoughts feelings
behaviors and characteristics (2) the features or attributes of objects (3) the aspects of ideas
or (4) any type of phenomenon or event using specific rules to represent quantities andor
qualities of the factors being investigated For example to gather data that will offer insight
about people who shop for automobiles online (a marketing phenomenon) researcher collects
information on the demographic characteristics attitudes perceptions past online purchase
14
behaviors and other relevant factors associated with these people (Hair Bush Ortinau
2006)
Two of the primary criteria of evaluation in any measurement or observation are
Whether we are measuring what we intend to measure
Whether the same measurement process yields the same results
These two concepts are validity and reliability Reliability is concerned with questions of
stability and consistency - does the same measurement tool yield stable and consistent results
when repeated over time Validity refers to the extent we are measuring what we hope to
measure (and what we think we are measuring) To apply these concepts to social research
we want to use measurement tools that are both reliable and valid We want questions that
yield consistent responses when asked multiple times - this is reliability Similarly we want
questions that get accurate responses from respondents - this is validity (Smith Albaum
2005)
16 Designing Questionnaires
After determining established set of scale measurements it is the time to format them into
an instrument for collecting raw data from respondents The purpose of designing reliable
questionnaire is to collect high quality primary data which can be easily transformed into the
information for the manager The main principle in developing questionnaire is its logic
objective and consistent approach rather than creative way of questions development
Everyone understands that words go into questions and that questions go into questionnaires
but not everyone understands that writing questions does not give you a questionnaire (Hair
Bush Ortinau 2006)
During the procedure of formulating and asking questions response nonresponse errors
occur Nonresponse errors can occur due to the length of questionnaire or questions their
complexity or inclusion of personal questions To avoid such type of error it is necessary to
use innovative way of questions formulation by keeping them concise and in the same time
sufficient enough The next step is to shuffle up the formats of questions to keep interest of
respondent to answer Keeping respondent well informed about directions of each part of
questionnaire is also important Researcher should put emphasis on style and format of
questionnaire (font color of paper graphic attributes etc) The final aspect is numbering the
questions to help keep track for both researcher and respondent
15
Response error rise when the actual value of variable contradicts with one in the report
This error can rise from both sides researcher or respondent Respondent is considered as a
person who provides information through communication (interviews questionnaire) or
observation (researcher observe behavior of respondent) Response error though can occur
during one or both of those processes To verify reasons of errors researcher should analyze
steps in delivering information The first one is information formulation and the second is
information transfer Inaccuracy happens during formulation step and ambiguity during
information transfer to respondent (Smith Albaum 2005)
17 Inaccuracy
Inaccuracy as a cause of questionnaire design means that false report is obtained from the
attitudes preferences beliefs feelings of respondent Questions and scales must be used that
enable to get the whole picture of respondent perception on the matter rather than to get a
fragment of his perception Accuracy itself refers to the degree to which the data provide the
researcher with a description of the true state of affairs From this point ―questionnaire design
precision rise up which is the extent to which a questionnaire design can reproduce similar
results over repeated usages (Hair Bush Ortinau 2006)
There are two types of inaccuracies predictive and concurrent Former one is caused by
inaccurate intentions of researcher during problem formulation Concurrent inaccuracy
happens when respondent intentionally provides inaccurate information
Inability to respond and unwillingness to respond are the most common concurrent
inaccuracies Inability to respond happens when question is posed the way it is hard to answer
without certain actions of respondent (check look up some features of product in question)
These problems might occur if respondent does not remember product features questionnaire
is unrealistic badly designed or directed to improper person Also if construction of questions
is developed with misuse of words or general terms
―Unwillingness to respond deals with motivation of respondent Respondent will not
provide accurate or any information due to several costs One of them is time costs which
require respondent to spend time for questionnaire completion So if respondent is busy or
questionnaire is too long she would answer the questions as quick as she can without paying
attention to accuracy For this reason questionnaire section will contain this phrase ―Do you
16
have time now to answer questions or would you rather set a time when I could contact you
again
Second problem is perceived loss of prestige Some questions might influence prestige of
respondent and then he tends to answer in a way not to lose his prestige which leads to
inaccurate answer Examples of areas which involve prestige level is age income educational
level and job position The main key to solution of this problem is to ask for information
twice in different ways
Third area of questions that might bring to unwillingness to respond is invasion of privacy
If questions touch private information about respondent inaccuracy and nonresponse take
place Such area includes questions about family matters income and money attitude finance
respondent hygiene political views religion and etc In this case indirect questions can help
or in case of direct questions still have to placed they should be included in the end of
questionnaire (Smith Albaum 2005)
18 Ambiguity
Ambiguity is considered as errors in constructing written and oral words or behavior
Inaccuracy errors occur during the formulation of information whereas ambiguity errors
happen during transfer of information through communication or observation Unambiguous
situation is the one where researcher asks question and respondent answer based on the same
meaning of words In this case two phase process takes place When question interpreted by
respondent has the same meaning as it is in interpretation of researcher And answer by
respondent is understood the same way as by researcher (Smith Albaum 2005)
―The language of the questionnaire should approximate the level of understanding of the
respondents The choice of words will depend on their educational level the usage of terms
and idioms in the culture and the frames of reference of the respondents If some questions
are either not understood or are interpreted differently by the respondent the researcher will
obtain the wrong answers to the questions and responses will thus be biased Hence the
questions asked the language used and the wording should be appropriate to tap respondents`
attitudes perceptions and feelings (Sekaran Bougie 2009)
Also implicature is an issue related to ambiguity when researcher is using elliptical
sentences (starting with ―Why ―What ―How) and respondent fill in the missing content
17
by herself In standardized interviews respondent should interpret questions as he can which
leads to miscommunication and wrong results So conversational interviewing is when
researcher is trying to explain the meaning of question and not influence the answer (Smith
Albaum 2005) Interview refers to qualitative method to obtain data this study has
quantitative research so it becomes crucial to construct clear and concise questions For this
purpose there will be pretest of questionnaire research by giving out it to my friends and get
feedback Another way to track understanding level of respondent is to set sub questions in
questions which contain highest probability to mislead respondent By simply asking the level
of question comprehension (good or fair) researcher can identify the level of ambiguity in
answers and track those answers which are answered with ―good level of understanding
Question form and question wording has certain relationship to ambiguity
There are four questionanswer types
1 Free answer (open-ended text)
2 Dichotomous and multiple choice answers (select k of n)
3 Rank order answers
4 Constant sum answers
1 Free answer questions imply that respondent will give full answer to the question in his
own words This type of questions require respondent to have ability to express completely
and concisely That is why free answers have great extent of ambiguity during interpretation
process
2 Dichotomous and multiple choice answers are the most common in questionnaires
development General form for both of these answer types is selection of ―k optional answers
out of ―n available ―Select exactly 1 of n Answers is one of such type of answers This is
simple form where k=1 and n is up to researcher desire In dichotomous question options (n
values) range into two extremes (―Yes ―No ―In favor ―Not in favor ―BuyDo not buy
etc) Multiple choice answers are just an extension of dichotomous questions Multiple choice
questions may require selection of several ―k out of ―n possible answers or selection
unlimited amount of ―k answers out of given ―n options
3 Rank order answers allow to put gradation to answer options This type of answers
characterizes data on the most prevailing option and the one which has the least importance to
18
respondent Typical questions can include determining ranking of preferences first to last
most current to least current and etc The most common bias here is that first optional answer
in the question has more chances to be selected Also tied rankings may cause another
problem of data weakening When it is allowed to rank several answer options into one
ranking level it is impossible to determine results out of this answer For the efficiency
purposes maximum of answer options given in rank order questions vary from five to seven
If it is more than seven it is hard for respondent to identify clearly the right ranking order
4 Constant sum question is the form of ranking using allocation of one hundred percent to
the options containing reasons for the statement asked It can be options for the reasons of
company product purchase (Smith Albaum 2005)
Also to create a good questionnaire researcher should include ―positively and negatively
worded questions Instead of developing all questions positively it is better to mix them with
negatively worded questions to reduce the probability of mechanical filling the questionnaire
by respondent ―A respondent who is not particularly interested in completing the
questionnaire is more likely to stay involved and remain alert while answering the questions
when positively and negatively worded questions are interspersed in it For instance if the
respondent has circled 5 for a positively worded question such as ―I feel I have been able to
accomplish a number of different things in my job he cannot circle number 5 again to the
negatively worded question ―I do not feel I am very effective in my job hellip The use of
double negatives and excessive use of the words ―not and ―onl should be avoided in
negatively worded questions because they tend to confuse respondents (Sekaran Bougie
2009)
19 Hints to improve quality of questionnaire
A Neutrality and don`t know or no opinion
It is an option given to respondent to remain neutral to the question provided Once third
option is included researcher does not force respondent to answer and it makes questionnaire
more polite to respondent Based on the nature of the question researcher may include such
options like ―don`t know ―no opinion or ―not applicable ―Don`t know might be
attributed to question dealing with some facts whereas ―no opinion can be attributed to a
19
certain attitude of respondent If such type of option will be included it is important to
increase sample size because of increased probability for respondent to choose neutral answer
B Dichotomous questions
It is the easiest type of questions for respondents It is considered as a question with
average probability for being ambiguous But it has the lowest probability of being ambiguous
among free-answer questions and multiple-choice questions
C Multiple choice questions
The researcher has two options if she wants more detailed information in a certain
question It is to create multiple choice question or free-answer question Usually multiple
choice questions are more complex and longer than the other two (dichotomous and free-
answer) Ambiguity in such type of questions derives from inability to formulate mutually
exclusive alternatives Another reason for ambiguity is limitation of the chosen answer
Respondent should select only one option which most widely answers the question For this
reason researcher may offer to select as many options as respondent wishes There is a table
below which shows relative probability of ambiguity related to form of question
Table 1 ―Form of Question and Relative Probability of Ambiguity (Smith Albaum 2005)
D Question wording
Selection of right words plays important role in questions development So in wording
choose researcher should be extremely careful Ambiguity in wording has several sources
Question length
Respondent unfamiliarity with some words
Relative Probability of Ambiguity
Form of Question Question Answer
Free-answer Lowest Highest
Dichotomous Average Lowest
Multiple-choice Highest Average
20
Ambiguity of context
Two questions included in one sentence
Too broad questions
If questions are too long this will confuse respondent and affect data accuracy For this
reason researcher should keep questions concise and clear If some words in question are
unfamiliar to the respondent this will also lead to confusion and inability to provide right
information So in case of scientific wording in questionnaire and non-homogeneous
backgrounds of respondents low level of vocabulary should be used Also researcher should
verify whether questions imply only one matter in order not to mislead respondent Questions
that lack specificity should also be avoided Those questions are developed with general
words like ―how often for example
In general researcher must provide alternative question wording pretesting and
verification by observation In alternative question wording first have of sample group may
get options in one order and the second one in reverse order Once questionnaire is ready
pretesting is another good way to decrease ambiguity Only one concern here is to choose
relatively the same group of respondents as it will be in the real research By close
communication with respondent in pretesting step researcher can determine some troubles
misunderstandings arose during this step And last advice is verification by observation
Researcher can (where it is possible) verify answers of respondents by observing their actions
related to questions answered It is not the easy activity so only those questions will be
verified where it is possible to do so (Oppenheim 1992)
110 Sampling procedures in Marketing Research
―Sampling is a selection of small number elements from a larger defined target group of
elements and expecting that the information gathered from the small group will allow
judgments to be made about the larger group The main idea of sampling is that a decision is
based on the assumption that the smaller portion or sample is representative of the larger
population (Hair Bush Ortinau 2006)
There should be a strict order in defining sample for research
21
Chart 1 ―Defining Sample
Sampling procedure starts with defining of population Population is amount of units
(individuals legal entities households) which has one or more similar feature among each
other In order to specify population researcher should answer such questions as what kind of
units (elements of analysis) to be included where they reside or their origin and when
(dimension of units in terms of timeframe) Population should be defined as precisely as
possible At the moment of finalizing population definition investigator decides whether it is
necessary to investigate the whole amount of population (census) or a part of it (sample) The
choice depends on the size of population If the size of population is small census can be an
optimal option otherwise should be created sample
Sample design includes type of sample sampling unit and sample frame Majority of
samples are selected by choice of investigator as non-probabilistic method Where
investigator selects elements of sample in terms of convenience availability and own
judgment Researcher uses table or any other random selective device for the probable
method (Smith Albaum 2005)
Define population
Sample design
Sample size
Estimate costs of sampling
Census vs Sample
Execute sampling process
22
―Sampling unit is the basis of the actual sampling procedure It is that segment of the
population actually chosen by the sampling process The sampling unit may contain one or
more population elements That is these units may be individual elements or aggregates of
individual elements (Smith Albaum 2005)
Sample frame is considered as a list of elements of the population For instance it can be
list of characteristics of elements which are expected to pass the interview or fill out
questionnaire In a perfect case sample frame should determine each population element once
and should not include those elements which are not in the population criteria There several
options below of inaccurate sample framing process
Chart 2 ―Sample Framing Processes
A Incomplete
Sampling frame
B Too Comprehensive
C Combination
Sampling frame Population
Sampling frame Population
Population
23
There is also set of questions to ask during generation of sampling list
Does the list contain everyone in the survey population
Does the list include names of people who are not in the study population
How is the list maintained and updated
Are the same sample units included on the list more than once
Does the list contain other information that can be used to improve the survey
(Dillman 2000)
There are four traditional approaches for the determining sample size
1 Arbitrarily or judgmentally determined
2 Minimum cell size in analysis
3 Based on budget
There are two types of costs in sampling process fixed and variable Fixed costs are those
which are determined and constant Variable costs depend on the volume of study being
conducted The dashed line in the upper graph shows interrelation between costs and sample
design If costs are too high researcher reconsiders sample design or sample size
The last step is actual choice of sample There are two main criteria for this process
sample must be adequate and representative For the sample being representative means that it
reflects overall characteristics of the whole population Adequacy is sought in sufficient
amount of elements selected to provide stable results Also there are two types of sampling
designs probability and non-probability samples Non-probability sampling differs from
probability sampling on the basis that in non-probability sampling the sample elements do
not have a known nonzero chance of being selected for the sample In probability sampling
each element has a known and equal probability of selection This study incorporates
probability design because there are no any predisposed respondents (Smith Albaum 2005)
111 Editing Coding and Descriptive Analysis
―Completed questionnaires or other measurement instruments must be edited coded
entered into a data set for processing by computer and carefully analyzed before their
complete meanings and implications can be understood (Smith Albaum 2005)
24
The main reason for this process is converting data obtained into information which will
provide inferences and answers to research question A certain sequence is needed to perform
successful data analysis In short there should be definition of response categories at first
then editing and coding and at last tabulation All these three steps will be implemented in the
practical part
112 Research Errors
In any research errors will occur so management of errors must apply Errors can arise in
any stage of marketing process from problem formulation to report development It is a goal
of investigator to minimize those errors The value of total error is comprised of sampling
error plus non-sampling error Sampling error (usually called as random sampling error) is the
difference between planned sample and the list of interviewees it is formed Non-sampling
errors are those which are not related to the sample itself Usually non-sampling errors related
to sort of bias as the difference between the true value of that which is being measured and the
average value derived from a number of independent measurements of it There are eight
major types of errors
Population specification ndash difference between required population and population
chosen When researcher chooses inappropriate population for the data collection
Sampling difference between required sample and the one that has been selected
When sample does not represent the population selected by using probability sampling
method
Selection error usually occurs when researcher pick up respondents whom she knows
who is more pleasant in general who is easily reached This tendency deviates real
population selected
Frame error Sample frame is a set of representatives of population who relate to
required sample The frame error occurs when elements which are not in the sample
group are investigated
Nonresponse error occurs when all members of the sample cannot be reached or they
refuse to respond
Surrogate information error occurs when investigator is unable to obtain responses and
replace it with proxy answers leading to surrogate information
25
Measurement error occurs in several stages of research transmittal response analysis
In general researcher represents information that he wants rather the real one
Experimental error When investigator is measuring the influence of independent
variables on dependent one while controlling extraneous variables (Smith Albaum
2005)
2 PRACTICAL PART
21 Marketing Research Process Applied
For this study it has been identified that the problem of current situation in MU is its
inability to attract more international students
Problem Formulation Prospective students do not choose MU for degree obtainment
Research goal To identify ways on how to increase studentslsquo inflow into MU by means of
detecting general preferences of MU customers (prospective students and current students)
Research questions
Based on the study of 7P approach made by Jonathan Ivy one research question arises
1 On what element of marketing mix students relied more when choosing MU ―People
―Physical evidence or ―Processes
From another study made by Hsuan-Fu Ho and Chia-Chi Hung second research question
arises
2 Does the possibility of domestic market employability after graduation plays the key role
for choosing MU
26
Method of Inquiry
As been mentioned in the theoretical part the first step in method of inquiry is observation
and description of a phenomenon or a group of related phenomena This step is known for its
qualitative methods of applicability
Have been studying for almost two years in MU and communicating with dozens of
international students I found several aspects to consider for MU attractiveness improvement
Students who stay longer than a semester differ from those who came just for one semester
under Erasmus exchange program This research deals with the first category of students and
for them it is important to have more frequent university-student correspondence Keeping the
fact that education process in Masaryk university different and complicated in terms of
Information Technology (student information system is very confusing with no English
version of some pages) there should be prepared an orientation seminars on how to effectively
use all university premises and surrounding city facilities It can be easily done with the help
of International Students Club which has excellent image among such clubs in Europe There
is orientation week for students but from the students point of view is more prepared to make
things done (like ISIC card issue register to information system) rather than providing
students with tools on how to achieve what they need to This can easily be done by
information system additional applications of city university map student forums and
discussion groups The information system should be done in more client friendly way with
good English translation of the web pages
This work would not include any hypothesis because of the chosen research design ndash
explorative
Research Methodology
In this will be applied nonexperimental method because of objectivity purposes There is
high risk of mislead and misinterpretation to the respondent which will affect the survey
results
Question number 1 2 3 in the survey (can be found in appendix of this work) was
included for the reason to find additional information from prospective students who intend to
continue their study Question number 11 gives idea on the effective media channel that
students got information from Question number 12 and 13 will help to summarize general
student opinion on MU and find some deviations from the rest of the questions
27
Below are the questions in the survey which relate to research question number 1 ―On what
element of marketing mix students relied more when choosing MU ―People ―Physical
evidence or ―Processes
Question number 4 6 7 was adopted from literature source (Jonathan Ivy 2008) of
theoretical part This question identifies the level of ―Processes element of marketing mix
Question number 5 based on the same literature source was adopted to verify another element
of marketing mix ndash ―People Question 8 uncovers the level of third element ―Physical
evidence Question number 10 encompasses all three elements to double check the main
criteria that students choose or consider MU to study
Below are questions in the survey which relate to research question number 2 ―Does the
possibility of domestic market employability after graduation plays the key role for choosing
MU
Questions number 14 and 15 will help to identify the level of studentslsquo motivation to enter
MU for the reason of higher chance of employability after graduation These questions were
adopted from literature source provided by Hsuan-Fu Ho and Chia-Chi Hung
Question number 9 relates to both research questions because it covers the scale of
significant factors that might affect student to choose MU
Research Design
The study entitled ―Quantitative Marketing Research attempts to accumulate the sequence
of procedures to conduct successful marketing research It has been chosen to use quantitative
research for the reason that study aims to find out the answer of a research questions through
numerical evidence This method enables researcher to gather existing information and data
regarding interrelationship between low rate of students registration to MU The study will
help to answer on two research questions posed in this work
Selection of data collection techniques
The study incorporates two techniques of data collection secondary and primary
collection Secondary information reveals current situation of HE marketing worldwide and
primary information helps to find the match up for solution of MU problem and secondary
information findings
28
Sample design
Researcher uses probability sample design with quantity of respondents equal to 26
Data collection
For study purposes data will be collected by giving out questionnaires to current and
prospective students who study or intend to study in English in MU Hard copy questionnaires
will be collected after respondents finish answering them Total collected questionnaires
amount to 26
Research errors
Population Specification error is mastered by questioning potential respondent whether
shehe studies in English Sampling difference researcher will overcome by keeping the
highest level of variety of respondents (by country of origin) Selection error is out of the
matter because researcher is not introduced to the majority of students studying in English
Nonresponse error may occur for the further purposes of the research respondents would be
asked the reasons for rejecting to fill out questionnaire The same procedure is for the
surrogate information ndash if researcher will not be able to get answers from respondents they
will be asked about the reason of rejection
22 Analysis and interpretation of data
Secondary and Primary data is analyzed and interpreted in section 23 and 24 below
23 Secondary data
Marketing communication of universities
As has been mentioned previously in this work the best option to collect relevant primary
data is to rely first on secondary information and then delve down in certain aspects by
collecting primary information In this item it will be explained what has been done in
marketing communication of universities around the world This part will also cover the
question of what communication strategies and tools the international universities use to
attract their students
29
From the first finding to start universities all over the world practicing advertising
campaigns with such words as ―Internationally renowned Award winning Prestigious
Proud history Career oriented etc But not all the time these sparkling words are real truth
―Does it actually matter whether a university has ―tradition if its current practice is poor
Does it matter if a university is ―internationally renowned if the particular course that is
being considered is known to be badly operated by local standards Does it really matter if a
university has ―a proud history if the present isnlsquot very good (Dr DJ Toncich2008)
Australian professor Dr DJ Toncich in 2008 published a book ―Study and Learning in
the Australian University System where he clearly stated various forms of
Marketing in universities of Australia ―The most common example of universities selling the
sizzle rather than the sausage appears in areas such as science engineering and architecture
where potential students are bombarded with glamorous images of spacecraft sky-scraper
buildings nuclear reactors and so on There are different ways how universities attract their
students There is a table provided by Dr DJ Toncich which explains the ways on how to
promote different parts of university image
Table 2 ―Ways on how to promote elements of university image
30
A ―Tool is a part of company (university in this case) image which should be promoted
And ―Vehicle is the way part of the image can be promoted ―Some key points to note are
that the mass media outlets (newspaper television and radio) having the broadest audience
are generally reserved for ―big picture marketing including the universitylsquos brand and
confidencereinforcement strategies Self-evidently promoting to the broadest audience is the
most costly way of getting a message out so the message needs to be simple and clear The
more specialized the audience however the more detailed the information ndash for example
university course guides and handbooks have the most specific audience and subsequently
the highest level of information density In these vehicles there is generally less content
related to the big picture issues of confidence and brand (Dr DJ Toncich 2008)
Nguyen amp Le Blanc (2001) focused on the image and reputation of the institution and
referred to the crucial role these factors played in the development of market positioning ndash
they drew on the well established concepts and theories in business sector marketing for their
study Bonsardi amp Ekwulugo (2003) who claimed that ―a centrally important principle of
marketing is that all marketing activities should be geared towards the customer also relied
on the literature used in business sector marketing and applied it to the context of higher
education
Branding is important for university to stand out in the market In ―ConnectEd
Symposium for the marketing of Higher Education (Chicago November 2011) Rich Lyons
(Dean Haas School of Business University of California Berkley) argued that
―What passes for branding in higher education is often nothing more than a catchy slogan
and logo Branding projects in universities sometimes evoke hostility indifference or bothmdash
or raise the question of why a good school would need to be so concerned about its image that
it would resort to ―corporate measures But when branding reaches deep to magnify a
schoollsquos differentiation and its core essence the result can be a powerful boost on multiple
dimensionsmdashstudent recruitment alumni interest fund raising media interest and so on And
it can resonate with key audiences emotionally to align what the school does with their
passion to change the world Dean Rich Lyons has led the Haas School of Business at UC
Berkeley in branding the school based on codifying its distinctive culture driving that culture
through its business processes and reforming its curriculum to produce a particular type of
leadermdasha path-bending leader The process is lengthy difficult and risks are high Learn why
the rewards of an authentic brand are worth the effort
31
According to this speech strong brand is coming from the culture of interaction among
students and all university staff Mainly students and professors should clearly understand
what matters mostly attracted them in chosen university (values believes attitudes etc should
match up with student`s)
Another aspect for university marketing start up procedure is reposition communications
as a strategic function in a more proactive attitude This matter has been covered by Dr Mark
Putnam President Central College IA in his article ―Do you drive the agenda or go along for
the ride In this article author ―sought to change the view of the marketing and
communications team from customer service providers to strategists He set a good example
with presidential blog using it to elevate the level of discourse at Central Putnam has a track
record for this kind of change management As senior vice president at Northeastern
University (Boston) he worked with the communications team to educate the university about
the strategic role of marketing and branding He comes by this perspective naturally (Dr
Mark Putnam 2011)
To improve university technical tools in attracting students mobile marketing is a great
way ―Mobile marketing brings challenges and opportunities to higher education when scarce
resources limit the ability to add new technologies and techniques to communication plans
We examine the mobile marketing landscape in search of whats most relevant to higher
education today with special attention to student recruitment and brand strength Areas
covered include site design for best task completion writing right for mobile sites monitoring
web analytics and integrating with traditional and social media websites (Bob Johnson
2011)
Another technical tool is digital video clips ―Video in its many forms is becoming a
major factor in our collective lives (80 million hours of video loaded to YouTube every
minute for example) As digital storytelling it is also being used in a variety of ways to build
brand equity with internal and external audiences Outcomes will be a better awareness of the
current trends in using video as a brand building tool and a field guide for teaching others
within the organization to make powerful digital stories Im currently using the workshop at
the UW to train students who will study abroad to make and distribute good quality video
about their experiences (Harry Hayward 2011) In case of brand building using video
assistance viral marketing campaign might work And the last idea which will increase
university profit is web site analytics ―The website is not only a conduit for most of your
marketing efforts todaymdashitlsquos also an incredible tool for measurement and marketing analysis
32
With web analytics you can better quantify the impact of your marketing campaigns improve
the effectiveness of your website segment visitors for micro-marketing efforts and generate
valuable marketing intelligence (Bruce Snyder 2011)
Marketing is the process of customer identification (needs views preferences financial
possibility to buy certain product) This task will be done through primary information
analysis Another task in marketing is development of ―analytics-driven approach to help to
reach a targeted student through search engines mobile smartphones text messaging email
newsletters and social media (Higher Education Marketing Company) This company has a
straight and logic view on marketing process in university which provides a wide scope of
services Google Analytics Search Engine Optimization Pay Per Click Marketing Social
Media Marketing Google Maps amp Local Search Web Design amp Development Mobile
Marketing Short Message Service (SMS) Another very effective tool is SEO (search engine
optimization) which allows embedding into the company website option for the most
important (most likely needed) words phrases while creating company web pages This set of
words with high possibility that potential customer will dial up will give opportunity for the
company website to pop up in the top list of the search engine (Google chrome yahoo etc)
Under research problem ndash low enrollment of students the researcher should look for the
findings of other studies relevant to this study problem The questions to start with are ―What
factors in university marketing practices are missing to achieve constant enrollment growth
―Is there any interrelationship of those factors and university attractiveness growth
One of the studies has been conducted among students registered state subsidized
universities in South Africa The purpose of this paper was to present a new marketing mix
based on MBA studentslsquo attitudes and opinions towards the marketing initiatives of business
schools in South Africa The findings of this study revealed showed seven quite distinct
underlying factors in the marketing activities of these business schools some covering the
same elements of the traditional marketing mix people promotion and price There were
however four different elements programme prominence prospectus and premiums ―The
marketing mix is a set of controllable marketing tools that an institution uses to produce the
response it wants from its various target markets It consists of everything that the university
can do to influence the demand for the services that its offers Tangible products have
traditionally used a 4Ps model the services sector on the other hand uses a 7P approach in
order to satisfy the needs of the service providerlsquos customers product price place
promotion people physical facilities and processes The product is what is being sold It is
33
more than a simple set of tangible features it is a complex bundle of benefits that satisfy
customer needs The price element of the services marketing mix is dominated by what is
being charged for the degree or tuition fees that are required to enroll at the university Place
is the distribution method that the university adopts to provide the tuition to its market in a
manner that meets if not exceeds student expectations Promotion encompasses all the tools
that universities can use to provide the market with information on its offerings advertising
publicity public relations and sales promotional efforts (Jonathan Ivy 2008) This traditional
model encompasses tools which deal with tangible products In case of university it provides
intangible product which needs more tools for promotion Fifth tool is people who are
considered as a staff in university (academic administrative and support staff) To have a
prominent image university should have teaching staff reputations PhD holders Professorial
title holders Also administrative staff can also play an important role to attain prospective
students by simply providing professional phone call inquiry
The newest addition to the marketing mix is physical evidence and processes Physical
evidence is attributed to internal and external appearance of the entity (from teaching
materials to facade of the building and lecture rooms) ―Processes are all the administrative
and bureaucratic functions of the university from the handling of enquiries to registration
from course evaluation to examinations from result dissemination to graduation to name but
a few During the period that the student is registered processes need to be set in motion to
ensure that the student registers for the correct courses has marks or grades correctly
calculated and entered against the studentlsquos name and is ultimately awarded the correct
qualification While this might seem quite straight forward there are numerous other
processes that need to be implemented concurrently (with the finance system
accommodation time tabling and the library) to ensure the highest level of student
satisfaction The findings of this research suggest that the traditional 4- 5- and indeed 7P
marketing services marketing mix may not be the best way to approach the marketing of
MBA programs in South Africa Using principal components factor analysis on 25 commonly
used marketing tools indicates that four new distinctive and independent elements exist along
with three elements from the traditional marketing mix (Jonathan Ivy 2008) The most
important element from the marketing mix was ―program element (the range of electives in
the degree choice of majors) The second was ―prominence of the degree (academic staff
reputations position on league tables or MBA reviews in the popular press) The traditional
promotions element of the marketing mix was split into two areas standard mass media
34
advertising and hard copy promotional materials such as the university prospectus and direct
mail posted to prospective students called ―prospectus in the MBA marketing mix The
price element is dominated by flexible payment of tuition fees which means that students are
price sensitive and looking for payment flexibility The people element has had a small
modification with face-to-face teaching being included along with personal contact with
graduates and open day attendance The final element of the new marketing mix is called
premiums This is a diverse element of the mix which included accommodation the number
of modules in the degree student exchange programmes university computer facilities and
class sizes While this element was considered the least important of the marketing tools not
offering some of these items could seriously damage the recruitment prospects of a business
school Indeed some items would be considered a standard offering of a university and
expected by a student without further consideration or evaluation (Jonathan Ivy 2008)
So from this study researcher may answer on the posed questions before There is indeed
some other factors out of the standard marketing mix which in this case (higher education
marketing) play a key role In order to finally apply those factors into the practical
implementation researcher should check whether all of those factors remain important for
MU For this purpose primary data should be collected by creating questionnaire which
includes new marketing mix tools
Another study conducted in the realm of marketing communications in Taiwan includes
other findings The purpose of this study was to examine how a graduate institute at National
Chiayi University (NCYU) by using a model that integrates analytic hierarchy process
cluster analysis and correspondence analysis can develop effective marketing strategies
This research revealed that even though universities and colleges in Taiwan have
increasingly realized the importance of having sound marketing strategies to stay competitive
they have concentrated their marketing strategies on promotion ndash advertising tuition
reduction scholarships etc This trend has often obscured the fact that marketing should be
based on customer needs with better efforts made to fulfill these needs Although market
segmentation and positioning enable marketers and institutional planners in higher education
to understand customer needs and to visualize institutional advantages in relation to their
competitorslsquo positions these are relatively new endeavors in educational marketing in
Taiwan
The results display that the five most important factors for studentslsquo school selection
were employability curriculum academic reputation faculty and research environment
35
Students perceived NCYU to be strongly associated with lower tuition fewer entrance-exam
subjects lower entrance-exam pass rates and easier graduation requirements (Hsuan-Fu Ho
Chia-Chi Hung 2008)
In order to verify whether such criteria are also indisputable preconditions for choosing
MU as a potential tertiary institution they should be included into the study questionnaire
As we can see that in secondary information there are many ways on how to improve
university standing and how to reach a customer But this information does not give us the
picture of Masaryk University customer why she chose MU what were the preferences to
choose it where she first time got to know about it and etc That is why for this part ndash to get
the picture of MU customer from primary data collection and then apply appropriate tools that
have been mentioned before would be a good combination for a successful marketing
campaign
24 Primary data
For the purpose of this study ndash increase MU attractiveness primary data has been
collected Researcher developed questionnaire which consists of 15 questions and randomly
gave out to international students The main goal of this questionnaire is to answer two
research questions set by researcher
1 On what element of marketing mix students relied more when choosing MU ―People
―Physical evidence or ―Processes
2 Does the possibility of domestic market employability after graduation plays the key role
for choosing MU
These two research questions will help to get a clue on how specifically to improve
attractiveness of MU
Data is analyzed by using excel Microsoft office application with support of various graphs
and tables It has been calculated that majority of respondents are current students in MU
which gives more in depth data describing university attractiveness
36
Graph 1 ―Identification of students` status
It is 62 of respondents stated that they are currently study in MU This will bring more in
depth data from the survey
Specializations have wider split up with two major elements Informatics and Medicine
amount to 32 and 27 accordingly Unfortunately there are no any students from sport
faculty As it has been mentioned respondents were chosen randomly so it can be obvious
that there is big amount of students studying or intend to study medicine and informatics
Graph 2 ―Identification variability of specializations
37
Country of origin table shows that students from Slovakia have majority Probably
because of country and national closeness to Czech Republic The second biggest majority is
students from United Kindom after them students from Russia and Hungary
Graph 3 ―Country of origin split up
Question number 4 relates to first research question (On what element of marketing mix
students relied more when choosing MU ―People ―Physical evidence or ―Processes)
which specifies the level of ―Process element in MU In general the level of handling phone
callemail is acceptable with 14 respondents answered as completely sufficient or completely
sufficient with additional information This shows that majority of students are satisfied with
first impression of contacting MU
38
Chart 3 ―Level of handling callemail inquiry
Question number 5 explains another element in first research question which is ―People It
is evident that for majority of students academic experience is the most important to know
about professors professionalism But it is also a big quantity of those who did not analyze
any information Five students responded that work experience in business sphere is a key
criteria to choose MU
Chart 4 ―Criteria for identifying professionalism of university teaching staff
The ―Process element is evaluated in question number six which explains the level of
administrative and bureaucratic functions in MU on the matter of convenience and usage
Number of courses
teachers offer
Quantity of
publication of
teachers
Work experience
in business sphere Academic
Experience Professional
title in
business
I didn`t analyze
any information
about academic
staff in MU
39
Chart 5 ―Convenience
On the chart it is shown that students rate these functions as convenient with only several
students who perceive it as rather inconvenient On the ―Usage chart it has also positive
trend representing that MU administrative and bureaucratic process is highly useful
Chart 6 ―Usage
Question number seven explains third element ―Physical evidence In graph below it is
obvious that majority of students do not check this element while choosing MU
40
Graph 4 ―Identification of processes element
69 replied negatively and 31 positively which means that this factor does not play a
key role in selecting university Majority of students rate MU facilities as comfortable It is
shown in the table below that eleven students rate facilities as good
Chart 7 ―Identification of physical evidence element
Question number nine encompasses several criteria which were taken from two elements of
marketing mix ―People and ―Physical evidence and some were not from this marketing
mix like ―ability to get employment in home country ―worldwide acceptable diploma
These two factors were taken from the second research question ―Does the possibility of
41
domestic market employability after graduation plays the key role for choosing MU Results
showed that students highly value ―ability to get employment in home country (16
respondents gave highest score) Also highly rated MU diploma as worldwide acceptable (15
respondents gave the highest score) Also for respondents it is important (with lower grading
score ndash ―4) ―Strong academic staff and ―Excellent laboratory facilities
Chart 8 ―MU criteria
Question number 10 includes set of common services that university provides to students
This question helps to understand what services MU provides sufficiently to students Results
showed that sufficient services that MU provides are almost all which have been mentioned in
the options list Only ―Small class sizes do not meet big majority expectations
a Ability to get
employment in home
country
b Strong
academic staff
d Library
facilities
c Excellent
laboratory
facilities
e Worldwide
acceptable diploma
42
Chart 9 ―MU services
Interesting results gave to the researcher questions number 11 which shows that mostly
students got to know about MU from internet search engines and from relativeslsquo advice
Graph 5 ―Media channel of MU
Question number 12 and 13 give overall satisfaction level with MU Question number 12
has been adopted from theoretical part which asks whether student is ready to enter university
again if heshe would have the same opportunity Question number 13 is double-checking this
statement Results are showing that majority of respondents would enter MU again and they
are satisfied with overall MU educational service
Reasonable
accommodation
Exchange
programs
Number of
modules
Small class
sizes
Internship
possibility
Research
environment Faculty
43
Graph 6 ―Choosing MU
Graph 7 ―General satisfaction of MU
Although researcher might observe big quantity of students who are relactant to answer
Graph derived from question 12 shows that half of respondents do not have such a strong
feeling to reenter MU The same situation is in general satisfaction of MU where 38
remained neutral
The last two questions deal with second research question And here results are varied
Graph 8 derived from question 14 depicts that MU degree is not that helpful for getting the
job back in home country Only 23 answered that degree surely will help to get a high paid
44
position 38 replied as ―probably yes 35 answered as ―not sure and 4 answered
―probably not So around 61 of respondents feel positive about successful employment
back home the rest are not that confident
Graph 8 ―Employability element
Graph 9 ―Employability element second question
If respondents replied positively on 14th
question then they were asked to state the reason
for this As it can be seen above high standard European education is playing a key role for
successful employment Also the rest of options have high scores too
45
RESEARCH REPORT
In the purpose of survey it was essential to understand which of three elements in
marketing mix (―People ―Processes and ―Physical evidence) students rely more and
therefore less while choosing MU According to study made in South Africa by Jonathan Ivy
there are seven elements in marketing mix which all equally important for improving
company attractiveness in service business Researcher of this study picked three out of
seven because they more closely respond to actual service oriented company The rest four
elements (product price promotion place) were existing before as traditional marketing mix
for all types of businesses So the element ―Processes uncovers with questions number 4 and
6 From the graphs it is obvious that students are satisfied with this marketing mix This gives
university strong point in attracting students Call email handling Information system
functionality and other bureaucratic functions work sufficiently well 22 students rated
callemail handling as positive Usage and convenience of different MU functional processes
are also positively appreciated with 13 students for convenience and 15 for usefulness From
this data it can be clearly stated that students do rely on effective functions of MU
Element ―People is identified in questions 5 9 and 10 Question 5 gives information that
students do not mainly rely on ―People element while choosing MU 9 students did not
analyze any information about professionalism of university teaching staff Meanwhile the
main factor on what students pay attention is academic experience of teachers But answers
for the questions 9 and 10 gives a tendency that students do rate criteria ―Professionalism of
teachers high but actually they give lower score for this actual criteria in question number
10 In question number 5 students chose different aspects of professionalism of teachers as a
criteria to enter MU Total score for professionalism aspects is 4+4+5+10+4=27 Also in
question number 9 criteria ―strong academic staff accumulates 17 points (it is taken only 4
and 5 levels of importance) But in question number 10 only students give only ten points for
―faculty as a sufficient service provided by MU It can be assumed that students had higher
expectation before entering into university that they have got
Element ―Physical evidence is seen as not important for respondents Graph for question
number 7 shows that 69 of students did not check elements of ―Physical evidence Also
majority of students rate university facilities as ―Good with opportunity to select ―Excellent
46
status (in question number 8) On the other hand students rate university accommodation and
research environment as high enough (question number 10) It can be concluded that during
the process of choosing university students do not rely heavily on ―Physical evidence But
they did get reasonable service in ―Physical evidence while studying in MU
Second research question states ―Does the possibility of domestic market employability
after graduation plays the key role for choosing MU After analysis of relevant graphs and
tables it became clear that this factor (possibility to get employed) is very important for
students So question number 9 gets the highest score (16) for criteria in choosing MU ndash
―ability to get employment in home country and also high score for ―worldwide acceptable
diploma Even though students rate possibility to get employed as the highest criteria to
enter MU 39 of students are not sure or don not think they will obtain high paid job back
home Here is the point to work for MU administration Students rely on high standard
European education and English language education as a key criterion for being confident in
getting well paid job (question number 15)
The data analysis process constitutes the following
1 MU has convenient and useful bureaucratic functions which are considered as a strong
point in delivering knowledge without obstacles It is difficult to identify the level of
―processes in organization but some points can be highlighted in promotion materials It can
be description of functionality of Information System or description of easy courses
registration
2 Element ―People has deviation in what is expected and what is delivered Students
have a bit higher expectations on the level of teaching staff experience and competence It is
recommended to do a deeper research on the reasons for this deviation But for now it can be
decided to arrange seminars or trainings for teacher to improve their marketing knowledge
and explain commercial tendency in market of high education
3 University ―Physical evidence is has strong rate of sufficiency The only problem that
students do not feel need to pay attention on this element Here MU administration should put
accent on Including pictures of libraries with free Wi-fi canteens computer labs which have
good and pleasant conditions
4 The most important criteria for students to choose MU is high possibility to get
employed at home But this perspective lacks consistency because there is significant amount
of students who remain uncertain in the future employability This gap can be solved by
successful decision making of three elements above ―People ―Processes and ―Physical
47
evidence But it is recommended to conduct further survey questioning the reasons of
students` uncertainty in future employability Maybe the reason is not related to some weak
points in marketing mix but the problem in home countries itself (political instability
nepotism etc)
To sum up the general situation in four factors mentioned above ―processes should be
promoted to international students as a smooth tool in obtaining degree ―people should go
through training on how to deliver lecture in contemporary commercial world of high
education market ―physical evidence should be mentioned in promotion of MU ―student
employability will be interrelated with ―people plus MU has to install closer relationship
with international companies (internships provision seminars with company representatives
professional lectures from leading companies etc)
Secondary information has also a great help in increasing university attractiveness
Viral marketing can be applied to MU because question number 11 shows that internet search
engine is a key tool how students found about MU There is a video of experience Brno life
among Erasmus Students which can be remade as a good promotion video of student life on
campus For Masaryk University very effective tool will be Google Analytics giving a wide
scope of techniques on how to track differentiate and analyze visitors ―Google Analytics is
the enterprise-class web analytics solution that gives rich insights into the website traffic and
marketing effectiveness Powerful flexible and easy-to-use features now give opportunity to
see and analyze your traffic data in an entirely new way With Google Analytics it is easier to
write better-targeted ads strengthen marketing initiatives and create higher converting
websites (Google Analytics website)
In general MU marketing politics should involve techniques mentioned by Jarvis J in his
book ―What Would Google Do Companies must learn that they are better off when they
cede control to their customers Give us control we will use it and you will win
Also it is important to read blogs There are search engines for blogs like Technorati
Icerocket Google Bloglines Pub-sub where MU marketing officials can search for MU
discussion groups or some topics
MU officials should constantly maintain ―conversation with current students It is a good
idea to start communication with those bloggers who care enough to talk about MU products
and service and brand The least MU officials can do is engage them and join the
conversation Even further step can be done Ask consumers what they think MU
48
administration should do MU will end up with better products and do a better job selling
them to more satisfied customers who can even help each other if MU officials let them
Next it will be effective to start university blog where students openly and forthrightly
share the problems and the solutions as they occur There is no reason why a university dean
should not open a direct conversation with the public That will do more to change the
culturemdashto finally make it customer-focused and mean itmdashthan a dozen consultants a
hundred off- sites or a million ad impressions
During of development process of some programs or anything in university it is better to
involve students in this process also
The last but not the least is links on the website of MU There are three links on the ESF
faculty One of them is ―Review of economic perspectives ―call for papers and Citi Bank
banner There should be more links to Headhunters conferences industry associations
current job opportunities etc This gives website alive image and helpful time spending
49
CONCLUSION
This study has been conducted in favor of future Masaryk University prosperity in the
current commercial world Researcher had a strong motivation to give helpful secondary and
primary information which will foster university educational process in the frames of
contemporary world
Of course any research comes up with further recommendations to analyze questionable
matters in results obtained Researcher believes that this work is just another step to constant
need of self-improvement
Researcher advices to put more accent on IT support to promote university image and
therefore increate its attractiveness (Harry Hayward 2011) mentioned that 80 million hours
of video loaded to YouTube every minute So there is high potential for promotion Viral
video of MU will hit several aspects of university improvement brand product suite
differentiation lifestyle according to Dr DJToncich Apart of that it is recommended to
build system of values believes and attitudes among students and university staff and
promote this in the future According to Dr Mark Putman it is essential nowadays to educate
university staff about strategic role of marketing and branding Website analytics would be
useful for measurement and marketing analysis Search optimization engine is another tool on
how to maintain university webpage in the top 10 results in Google chrome or other web
search engines On YouTube there is option to post advertisement of a company only in the
videos which are related to the sphere of products or services company offer So MU might
sign a contract of including its advertisement on videos which has key words as ―education
―high ―in English etc
According to primary data obtained it is obvious that several aspects in MU marketing
mix do not match high criteria among students Once one factor ―People would be solved
through trainings and constant updating knowledge of personnel another interrelated problem
will be offset ndash ―Employability But there is no any research done on interdependence of
these two factors so for further analysis of situation another research should be taken The
main purpose of this research would be identification of cause and effect linkages between
50
―People ―Employability and other factors which influence studentslsquo ability to get high paid
job back home And there are a lot of those factors starting from political situation in the
country to the level of corruption and nepotism
MU has potential to improve its educational process as we do the students because we are
the main customers for our university But one thing should not be forgotten and it is
companies which have strong notion about reality in one or another specialization That is
why my last advice for Masaryk University is to appeal as a liaison entity between students
and companies
51
REFERENCES
Barabba Vincent P Zaltman Gerald 1991 ―Hearing the Voice of the Market Competitive
Advantage Through Creative Use of Market Information Chapter 5
Conway Tony Stephen Mackay David Yorke (1994) Strategic Planning in Higher
Education Who Are the Customers International Journal of Educational Management
Vol 8 Iss 6 pp29 ndash 36
Cooper Donald R Schindler Pamela S 2003 ―Business research methods 8th ed
Dillman Don A 2000 ―Mail and Internet Surveys The Tailored Design Method 2nd
Edition New York
Dekeba Alemayehu 2003 ―Basic of Marketing Research Methods
URL httpwwwglobuszcomebooksMarketingResearchindexhtm
Hemsley-Brown JV and Oplatka I2006 Universities in a competitive global marketplace
a systematic review of the literature on higher education marketinglsquo International Journal
of Public Sector Management Vol 19 No 4 pp 316-338
Harry Hayward ―The power of digital storytelling 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Hair Joseph F - Bush Robert P - Ortinau David J ―Marketing research within a changing
information environment 3rd ed2006
Hsuan-Fu Ho Chia-Chi Hung Marketing mix formulation for higher education An
integrated analysis employing analytic hierarchy process cluster analysis and
correspondence analysis International Journal of Educational Management Vol 2 Iss
4 2008
Jarowski Ajay K Kohli and Arvind Sahay 2000 ―Market ndash Driven Versus Driving
Markets Journal of the Academy of Marketing Science 45-54
Johnson Bob ―Mobile marketing in higher education getting ready for 1012 and beyond
2011
URLhttpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Jarvis J ―What Would Google Do Adobe Acrobat eBook Reader 2008
52
Jonathan Ivy A new higher education marketing mix the 7Ps for MBA marketing
International Journal of Educational Management Vol 22 Iss 4 2008
Kotler Philip Fox Karen FA 1985 Strategic Marketing for Educational Institutions
Mora Michaela ―What Is Statistical Significance 2011
URL httprelevantinsightscomtagsample-size
Nha Nguyen Gaston LeBlanc 2001 Image and Reputation of Higher Education Institutions
in Studentslsquo Retention Decisions International Journal of Educational Management
Vol 15 Iss 6
URL httpwwwemeraldinsightcomjournalshtmarticleid=838798amp
Oppenheim ldquoQuestionnaire Design Interviewing and Attitude Measurementrdquo 1992
Oud Jacqueline 2004 ―Market research versus marketing research
Pimpa Nattavud 2003 ―Internationalization and trade in higher education opportunities and
challenges
Putnam Mark ―Do you drive the agenda or go along for the ride 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Rakhee Vyas Anne L Souchon 2003 Symbolic Use of Export Information A
Multidisciplinary Approach to Conceptual Development and Key Consequences
International Marketing Review Vol 20 Iss 1 pp67 ndash 94
URL httpwwwemeraldinsightcomjournalshtmarticleid=855530
Rich Lyons ―Authentic branding how creating a school brand with culture and curriculum
just might help save us 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Robert S Michael ―Inquiry amp Scientific Method 2002
URL httpwwwindianaedu~educy520sec5982week_1inquiry_sci_method02pdf
Rodriguez G ―5 Questions to Help You Understand Your Customer 2004
URL httpwwwpowerhomebizcomvol146customerhtm
Sekaran Uma Bougie Johan Roger Gisbert2009 ―Research Methods for Business a Skill
Building Approach 5th ed
Singleton Royce A Jr and Bruce C Straits 1999 Approaches to Social Research (3rd
Edition) New York Oxford University Press
Smith Scott M Albaum Gerald S 2005 ―Fundamentals of Marketing Research
Snyder Bruce ―Maximizing the power of web analytics 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Toncich ―Study and Learning in the Australian University System
53
URL httpwwwdoctorteenetfilesunibook04_ppdf
WEBSITES
Experiment-Resourcescom ―Comparing Quantitative and Qualitative Research 2009
URL wwwexperiment-resourcescomquantitative-and-qualitative-researchhtml
Higher Education Marketing Company Canada
URL httpwwwhigher-education-marketingcomcontact
Google Analytics website
URL httpwwwgooglecomintlenanalytics
54
Appendix A Questionnaire
Dear respondent this questionnaire is created in terms of Master`s degree diploma thesis The main goal of
this survey is to improve Masaryk University attractiveness by deriving the reasons for choosing Masaryk
University in obtaining a degree The answers will be kept as confidential and would not be used in any
other purposes other than for this research If you would have any questions regarding the results of this
survey please contact me
Ilya Shaiderov (380502mailmunicz)
Thank you for your cooperation
1 Are you a current or prospective student ____________________
2 What specialization you are obtaining or intend to obtain in MU ____________________
3 Please specify your country of origin ____________________
4 Please rate the level of handling your first phone callemail inquiry by MU staff (only if it is
applicable to your case)
1 2 3 4 5
5 While considering MU as an option to study what criteria did (do) you analyze to check
professionalism of university teaching staff (you may choose several options)
a Number of courses teachers offer
b Quantity of publication of teachers
c Work experience in business sphere
d Academic Experience
e Professional title in business
f I didn`t analyze any information about academic staff in MU
No response
Insufficient response
Sufficient enough
Completely sufficient with additional information
Completely sufficient
55
6 (Only for current students) Could you characterize the process of courses registration usage of IS
system and other administrative and bureaucratic functions of university (please choose one in each
scale)
Convenience
1 2 3 4 5
Usage
1 2 3 4 5
7 (For both current and prospective students) While choosing MU did (do) you check quantity of
books in university library accessibility of electronic databases new editions of study materials
overall quality of library
Yes
No
8 (Only for current students) Please rate MU facilities (buildings classrooms computer labs etc) on
the matter of ―comfortability
1 2 3 4 5
Excellent Good Sufficient Not enough Bad
Completely Convenient
Rather Convenient
Convenient Rather Inconvenient
Completely Inconvenient
Completely Useful
Rather Useful
Useful Rather Useless
Completely Useless
56
9 (For both current and prospective students) How do you rate the following factors as criteria for
choosing MU (1- least important 5 ndash most important)
a Ability to get employment in home country
b Strong academic staff
c Excellent laboratory facilities
d Library facilities
e Worldwide acceptable diploma
10 Please choose (mark ―V) services that MU sufficiently provides to you as a student (in case you
are prospective student - should be provided)
___ Reasonable accommodation (covered by student)
___ The number of modules in the degree and big variety of elective courses
___ Student exchange programs
___ Research environment (sufficient up to date study materials computer labs laboratories etc)
___ Small class sizes
___ Internship possibility
___ Faculty (profound selection of PhD and profession specialists)
1 2
T
y
p
e
a
q
u
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f
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57
11 From what source you first found out about Masaryk University
a Website search engine
b Advice of friends parents etc
c TV
d Newspaper please specify____________
e Journals please specify____________
f Billboards
g Website banners please specify website_______________
h Other source__________________________
12 (Only for current students) If you had do it over again would you still choose MU If not please
specify why
a Yes
b Not sure
c Probably would
d Probably would not (please specify why)
__________________________________________________________________________________
__________________________________________________________________________________
________________________________________________________________
13 (Only for current students) Please describe your level of general satisfaction with university
a Not satisfied at all
b Neutral
c Satisfied
d Very satisfied
58
14 (For both current and prospective students) Do you think MU degree will help you to get above
average salary in your home country
a No b Probably not c Not sure d Probably yes c Yes
15 If you think that MU degree helps to get well paid job in your home country what might be
reasons for that (more than one reason can be selected)
a High standard European education d Possibility to pass internship in Europe
b Degree specialization choice e Other_________________________
c Education in English language
14
behaviors and other relevant factors associated with these people (Hair Bush Ortinau
2006)
Two of the primary criteria of evaluation in any measurement or observation are
Whether we are measuring what we intend to measure
Whether the same measurement process yields the same results
These two concepts are validity and reliability Reliability is concerned with questions of
stability and consistency - does the same measurement tool yield stable and consistent results
when repeated over time Validity refers to the extent we are measuring what we hope to
measure (and what we think we are measuring) To apply these concepts to social research
we want to use measurement tools that are both reliable and valid We want questions that
yield consistent responses when asked multiple times - this is reliability Similarly we want
questions that get accurate responses from respondents - this is validity (Smith Albaum
2005)
16 Designing Questionnaires
After determining established set of scale measurements it is the time to format them into
an instrument for collecting raw data from respondents The purpose of designing reliable
questionnaire is to collect high quality primary data which can be easily transformed into the
information for the manager The main principle in developing questionnaire is its logic
objective and consistent approach rather than creative way of questions development
Everyone understands that words go into questions and that questions go into questionnaires
but not everyone understands that writing questions does not give you a questionnaire (Hair
Bush Ortinau 2006)
During the procedure of formulating and asking questions response nonresponse errors
occur Nonresponse errors can occur due to the length of questionnaire or questions their
complexity or inclusion of personal questions To avoid such type of error it is necessary to
use innovative way of questions formulation by keeping them concise and in the same time
sufficient enough The next step is to shuffle up the formats of questions to keep interest of
respondent to answer Keeping respondent well informed about directions of each part of
questionnaire is also important Researcher should put emphasis on style and format of
questionnaire (font color of paper graphic attributes etc) The final aspect is numbering the
questions to help keep track for both researcher and respondent
15
Response error rise when the actual value of variable contradicts with one in the report
This error can rise from both sides researcher or respondent Respondent is considered as a
person who provides information through communication (interviews questionnaire) or
observation (researcher observe behavior of respondent) Response error though can occur
during one or both of those processes To verify reasons of errors researcher should analyze
steps in delivering information The first one is information formulation and the second is
information transfer Inaccuracy happens during formulation step and ambiguity during
information transfer to respondent (Smith Albaum 2005)
17 Inaccuracy
Inaccuracy as a cause of questionnaire design means that false report is obtained from the
attitudes preferences beliefs feelings of respondent Questions and scales must be used that
enable to get the whole picture of respondent perception on the matter rather than to get a
fragment of his perception Accuracy itself refers to the degree to which the data provide the
researcher with a description of the true state of affairs From this point ―questionnaire design
precision rise up which is the extent to which a questionnaire design can reproduce similar
results over repeated usages (Hair Bush Ortinau 2006)
There are two types of inaccuracies predictive and concurrent Former one is caused by
inaccurate intentions of researcher during problem formulation Concurrent inaccuracy
happens when respondent intentionally provides inaccurate information
Inability to respond and unwillingness to respond are the most common concurrent
inaccuracies Inability to respond happens when question is posed the way it is hard to answer
without certain actions of respondent (check look up some features of product in question)
These problems might occur if respondent does not remember product features questionnaire
is unrealistic badly designed or directed to improper person Also if construction of questions
is developed with misuse of words or general terms
―Unwillingness to respond deals with motivation of respondent Respondent will not
provide accurate or any information due to several costs One of them is time costs which
require respondent to spend time for questionnaire completion So if respondent is busy or
questionnaire is too long she would answer the questions as quick as she can without paying
attention to accuracy For this reason questionnaire section will contain this phrase ―Do you
16
have time now to answer questions or would you rather set a time when I could contact you
again
Second problem is perceived loss of prestige Some questions might influence prestige of
respondent and then he tends to answer in a way not to lose his prestige which leads to
inaccurate answer Examples of areas which involve prestige level is age income educational
level and job position The main key to solution of this problem is to ask for information
twice in different ways
Third area of questions that might bring to unwillingness to respond is invasion of privacy
If questions touch private information about respondent inaccuracy and nonresponse take
place Such area includes questions about family matters income and money attitude finance
respondent hygiene political views religion and etc In this case indirect questions can help
or in case of direct questions still have to placed they should be included in the end of
questionnaire (Smith Albaum 2005)
18 Ambiguity
Ambiguity is considered as errors in constructing written and oral words or behavior
Inaccuracy errors occur during the formulation of information whereas ambiguity errors
happen during transfer of information through communication or observation Unambiguous
situation is the one where researcher asks question and respondent answer based on the same
meaning of words In this case two phase process takes place When question interpreted by
respondent has the same meaning as it is in interpretation of researcher And answer by
respondent is understood the same way as by researcher (Smith Albaum 2005)
―The language of the questionnaire should approximate the level of understanding of the
respondents The choice of words will depend on their educational level the usage of terms
and idioms in the culture and the frames of reference of the respondents If some questions
are either not understood or are interpreted differently by the respondent the researcher will
obtain the wrong answers to the questions and responses will thus be biased Hence the
questions asked the language used and the wording should be appropriate to tap respondents`
attitudes perceptions and feelings (Sekaran Bougie 2009)
Also implicature is an issue related to ambiguity when researcher is using elliptical
sentences (starting with ―Why ―What ―How) and respondent fill in the missing content
17
by herself In standardized interviews respondent should interpret questions as he can which
leads to miscommunication and wrong results So conversational interviewing is when
researcher is trying to explain the meaning of question and not influence the answer (Smith
Albaum 2005) Interview refers to qualitative method to obtain data this study has
quantitative research so it becomes crucial to construct clear and concise questions For this
purpose there will be pretest of questionnaire research by giving out it to my friends and get
feedback Another way to track understanding level of respondent is to set sub questions in
questions which contain highest probability to mislead respondent By simply asking the level
of question comprehension (good or fair) researcher can identify the level of ambiguity in
answers and track those answers which are answered with ―good level of understanding
Question form and question wording has certain relationship to ambiguity
There are four questionanswer types
1 Free answer (open-ended text)
2 Dichotomous and multiple choice answers (select k of n)
3 Rank order answers
4 Constant sum answers
1 Free answer questions imply that respondent will give full answer to the question in his
own words This type of questions require respondent to have ability to express completely
and concisely That is why free answers have great extent of ambiguity during interpretation
process
2 Dichotomous and multiple choice answers are the most common in questionnaires
development General form for both of these answer types is selection of ―k optional answers
out of ―n available ―Select exactly 1 of n Answers is one of such type of answers This is
simple form where k=1 and n is up to researcher desire In dichotomous question options (n
values) range into two extremes (―Yes ―No ―In favor ―Not in favor ―BuyDo not buy
etc) Multiple choice answers are just an extension of dichotomous questions Multiple choice
questions may require selection of several ―k out of ―n possible answers or selection
unlimited amount of ―k answers out of given ―n options
3 Rank order answers allow to put gradation to answer options This type of answers
characterizes data on the most prevailing option and the one which has the least importance to
18
respondent Typical questions can include determining ranking of preferences first to last
most current to least current and etc The most common bias here is that first optional answer
in the question has more chances to be selected Also tied rankings may cause another
problem of data weakening When it is allowed to rank several answer options into one
ranking level it is impossible to determine results out of this answer For the efficiency
purposes maximum of answer options given in rank order questions vary from five to seven
If it is more than seven it is hard for respondent to identify clearly the right ranking order
4 Constant sum question is the form of ranking using allocation of one hundred percent to
the options containing reasons for the statement asked It can be options for the reasons of
company product purchase (Smith Albaum 2005)
Also to create a good questionnaire researcher should include ―positively and negatively
worded questions Instead of developing all questions positively it is better to mix them with
negatively worded questions to reduce the probability of mechanical filling the questionnaire
by respondent ―A respondent who is not particularly interested in completing the
questionnaire is more likely to stay involved and remain alert while answering the questions
when positively and negatively worded questions are interspersed in it For instance if the
respondent has circled 5 for a positively worded question such as ―I feel I have been able to
accomplish a number of different things in my job he cannot circle number 5 again to the
negatively worded question ―I do not feel I am very effective in my job hellip The use of
double negatives and excessive use of the words ―not and ―onl should be avoided in
negatively worded questions because they tend to confuse respondents (Sekaran Bougie
2009)
19 Hints to improve quality of questionnaire
A Neutrality and don`t know or no opinion
It is an option given to respondent to remain neutral to the question provided Once third
option is included researcher does not force respondent to answer and it makes questionnaire
more polite to respondent Based on the nature of the question researcher may include such
options like ―don`t know ―no opinion or ―not applicable ―Don`t know might be
attributed to question dealing with some facts whereas ―no opinion can be attributed to a
19
certain attitude of respondent If such type of option will be included it is important to
increase sample size because of increased probability for respondent to choose neutral answer
B Dichotomous questions
It is the easiest type of questions for respondents It is considered as a question with
average probability for being ambiguous But it has the lowest probability of being ambiguous
among free-answer questions and multiple-choice questions
C Multiple choice questions
The researcher has two options if she wants more detailed information in a certain
question It is to create multiple choice question or free-answer question Usually multiple
choice questions are more complex and longer than the other two (dichotomous and free-
answer) Ambiguity in such type of questions derives from inability to formulate mutually
exclusive alternatives Another reason for ambiguity is limitation of the chosen answer
Respondent should select only one option which most widely answers the question For this
reason researcher may offer to select as many options as respondent wishes There is a table
below which shows relative probability of ambiguity related to form of question
Table 1 ―Form of Question and Relative Probability of Ambiguity (Smith Albaum 2005)
D Question wording
Selection of right words plays important role in questions development So in wording
choose researcher should be extremely careful Ambiguity in wording has several sources
Question length
Respondent unfamiliarity with some words
Relative Probability of Ambiguity
Form of Question Question Answer
Free-answer Lowest Highest
Dichotomous Average Lowest
Multiple-choice Highest Average
20
Ambiguity of context
Two questions included in one sentence
Too broad questions
If questions are too long this will confuse respondent and affect data accuracy For this
reason researcher should keep questions concise and clear If some words in question are
unfamiliar to the respondent this will also lead to confusion and inability to provide right
information So in case of scientific wording in questionnaire and non-homogeneous
backgrounds of respondents low level of vocabulary should be used Also researcher should
verify whether questions imply only one matter in order not to mislead respondent Questions
that lack specificity should also be avoided Those questions are developed with general
words like ―how often for example
In general researcher must provide alternative question wording pretesting and
verification by observation In alternative question wording first have of sample group may
get options in one order and the second one in reverse order Once questionnaire is ready
pretesting is another good way to decrease ambiguity Only one concern here is to choose
relatively the same group of respondents as it will be in the real research By close
communication with respondent in pretesting step researcher can determine some troubles
misunderstandings arose during this step And last advice is verification by observation
Researcher can (where it is possible) verify answers of respondents by observing their actions
related to questions answered It is not the easy activity so only those questions will be
verified where it is possible to do so (Oppenheim 1992)
110 Sampling procedures in Marketing Research
―Sampling is a selection of small number elements from a larger defined target group of
elements and expecting that the information gathered from the small group will allow
judgments to be made about the larger group The main idea of sampling is that a decision is
based on the assumption that the smaller portion or sample is representative of the larger
population (Hair Bush Ortinau 2006)
There should be a strict order in defining sample for research
21
Chart 1 ―Defining Sample
Sampling procedure starts with defining of population Population is amount of units
(individuals legal entities households) which has one or more similar feature among each
other In order to specify population researcher should answer such questions as what kind of
units (elements of analysis) to be included where they reside or their origin and when
(dimension of units in terms of timeframe) Population should be defined as precisely as
possible At the moment of finalizing population definition investigator decides whether it is
necessary to investigate the whole amount of population (census) or a part of it (sample) The
choice depends on the size of population If the size of population is small census can be an
optimal option otherwise should be created sample
Sample design includes type of sample sampling unit and sample frame Majority of
samples are selected by choice of investigator as non-probabilistic method Where
investigator selects elements of sample in terms of convenience availability and own
judgment Researcher uses table or any other random selective device for the probable
method (Smith Albaum 2005)
Define population
Sample design
Sample size
Estimate costs of sampling
Census vs Sample
Execute sampling process
22
―Sampling unit is the basis of the actual sampling procedure It is that segment of the
population actually chosen by the sampling process The sampling unit may contain one or
more population elements That is these units may be individual elements or aggregates of
individual elements (Smith Albaum 2005)
Sample frame is considered as a list of elements of the population For instance it can be
list of characteristics of elements which are expected to pass the interview or fill out
questionnaire In a perfect case sample frame should determine each population element once
and should not include those elements which are not in the population criteria There several
options below of inaccurate sample framing process
Chart 2 ―Sample Framing Processes
A Incomplete
Sampling frame
B Too Comprehensive
C Combination
Sampling frame Population
Sampling frame Population
Population
23
There is also set of questions to ask during generation of sampling list
Does the list contain everyone in the survey population
Does the list include names of people who are not in the study population
How is the list maintained and updated
Are the same sample units included on the list more than once
Does the list contain other information that can be used to improve the survey
(Dillman 2000)
There are four traditional approaches for the determining sample size
1 Arbitrarily or judgmentally determined
2 Minimum cell size in analysis
3 Based on budget
There are two types of costs in sampling process fixed and variable Fixed costs are those
which are determined and constant Variable costs depend on the volume of study being
conducted The dashed line in the upper graph shows interrelation between costs and sample
design If costs are too high researcher reconsiders sample design or sample size
The last step is actual choice of sample There are two main criteria for this process
sample must be adequate and representative For the sample being representative means that it
reflects overall characteristics of the whole population Adequacy is sought in sufficient
amount of elements selected to provide stable results Also there are two types of sampling
designs probability and non-probability samples Non-probability sampling differs from
probability sampling on the basis that in non-probability sampling the sample elements do
not have a known nonzero chance of being selected for the sample In probability sampling
each element has a known and equal probability of selection This study incorporates
probability design because there are no any predisposed respondents (Smith Albaum 2005)
111 Editing Coding and Descriptive Analysis
―Completed questionnaires or other measurement instruments must be edited coded
entered into a data set for processing by computer and carefully analyzed before their
complete meanings and implications can be understood (Smith Albaum 2005)
24
The main reason for this process is converting data obtained into information which will
provide inferences and answers to research question A certain sequence is needed to perform
successful data analysis In short there should be definition of response categories at first
then editing and coding and at last tabulation All these three steps will be implemented in the
practical part
112 Research Errors
In any research errors will occur so management of errors must apply Errors can arise in
any stage of marketing process from problem formulation to report development It is a goal
of investigator to minimize those errors The value of total error is comprised of sampling
error plus non-sampling error Sampling error (usually called as random sampling error) is the
difference between planned sample and the list of interviewees it is formed Non-sampling
errors are those which are not related to the sample itself Usually non-sampling errors related
to sort of bias as the difference between the true value of that which is being measured and the
average value derived from a number of independent measurements of it There are eight
major types of errors
Population specification ndash difference between required population and population
chosen When researcher chooses inappropriate population for the data collection
Sampling difference between required sample and the one that has been selected
When sample does not represent the population selected by using probability sampling
method
Selection error usually occurs when researcher pick up respondents whom she knows
who is more pleasant in general who is easily reached This tendency deviates real
population selected
Frame error Sample frame is a set of representatives of population who relate to
required sample The frame error occurs when elements which are not in the sample
group are investigated
Nonresponse error occurs when all members of the sample cannot be reached or they
refuse to respond
Surrogate information error occurs when investigator is unable to obtain responses and
replace it with proxy answers leading to surrogate information
25
Measurement error occurs in several stages of research transmittal response analysis
In general researcher represents information that he wants rather the real one
Experimental error When investigator is measuring the influence of independent
variables on dependent one while controlling extraneous variables (Smith Albaum
2005)
2 PRACTICAL PART
21 Marketing Research Process Applied
For this study it has been identified that the problem of current situation in MU is its
inability to attract more international students
Problem Formulation Prospective students do not choose MU for degree obtainment
Research goal To identify ways on how to increase studentslsquo inflow into MU by means of
detecting general preferences of MU customers (prospective students and current students)
Research questions
Based on the study of 7P approach made by Jonathan Ivy one research question arises
1 On what element of marketing mix students relied more when choosing MU ―People
―Physical evidence or ―Processes
From another study made by Hsuan-Fu Ho and Chia-Chi Hung second research question
arises
2 Does the possibility of domestic market employability after graduation plays the key role
for choosing MU
26
Method of Inquiry
As been mentioned in the theoretical part the first step in method of inquiry is observation
and description of a phenomenon or a group of related phenomena This step is known for its
qualitative methods of applicability
Have been studying for almost two years in MU and communicating with dozens of
international students I found several aspects to consider for MU attractiveness improvement
Students who stay longer than a semester differ from those who came just for one semester
under Erasmus exchange program This research deals with the first category of students and
for them it is important to have more frequent university-student correspondence Keeping the
fact that education process in Masaryk university different and complicated in terms of
Information Technology (student information system is very confusing with no English
version of some pages) there should be prepared an orientation seminars on how to effectively
use all university premises and surrounding city facilities It can be easily done with the help
of International Students Club which has excellent image among such clubs in Europe There
is orientation week for students but from the students point of view is more prepared to make
things done (like ISIC card issue register to information system) rather than providing
students with tools on how to achieve what they need to This can easily be done by
information system additional applications of city university map student forums and
discussion groups The information system should be done in more client friendly way with
good English translation of the web pages
This work would not include any hypothesis because of the chosen research design ndash
explorative
Research Methodology
In this will be applied nonexperimental method because of objectivity purposes There is
high risk of mislead and misinterpretation to the respondent which will affect the survey
results
Question number 1 2 3 in the survey (can be found in appendix of this work) was
included for the reason to find additional information from prospective students who intend to
continue their study Question number 11 gives idea on the effective media channel that
students got information from Question number 12 and 13 will help to summarize general
student opinion on MU and find some deviations from the rest of the questions
27
Below are the questions in the survey which relate to research question number 1 ―On what
element of marketing mix students relied more when choosing MU ―People ―Physical
evidence or ―Processes
Question number 4 6 7 was adopted from literature source (Jonathan Ivy 2008) of
theoretical part This question identifies the level of ―Processes element of marketing mix
Question number 5 based on the same literature source was adopted to verify another element
of marketing mix ndash ―People Question 8 uncovers the level of third element ―Physical
evidence Question number 10 encompasses all three elements to double check the main
criteria that students choose or consider MU to study
Below are questions in the survey which relate to research question number 2 ―Does the
possibility of domestic market employability after graduation plays the key role for choosing
MU
Questions number 14 and 15 will help to identify the level of studentslsquo motivation to enter
MU for the reason of higher chance of employability after graduation These questions were
adopted from literature source provided by Hsuan-Fu Ho and Chia-Chi Hung
Question number 9 relates to both research questions because it covers the scale of
significant factors that might affect student to choose MU
Research Design
The study entitled ―Quantitative Marketing Research attempts to accumulate the sequence
of procedures to conduct successful marketing research It has been chosen to use quantitative
research for the reason that study aims to find out the answer of a research questions through
numerical evidence This method enables researcher to gather existing information and data
regarding interrelationship between low rate of students registration to MU The study will
help to answer on two research questions posed in this work
Selection of data collection techniques
The study incorporates two techniques of data collection secondary and primary
collection Secondary information reveals current situation of HE marketing worldwide and
primary information helps to find the match up for solution of MU problem and secondary
information findings
28
Sample design
Researcher uses probability sample design with quantity of respondents equal to 26
Data collection
For study purposes data will be collected by giving out questionnaires to current and
prospective students who study or intend to study in English in MU Hard copy questionnaires
will be collected after respondents finish answering them Total collected questionnaires
amount to 26
Research errors
Population Specification error is mastered by questioning potential respondent whether
shehe studies in English Sampling difference researcher will overcome by keeping the
highest level of variety of respondents (by country of origin) Selection error is out of the
matter because researcher is not introduced to the majority of students studying in English
Nonresponse error may occur for the further purposes of the research respondents would be
asked the reasons for rejecting to fill out questionnaire The same procedure is for the
surrogate information ndash if researcher will not be able to get answers from respondents they
will be asked about the reason of rejection
22 Analysis and interpretation of data
Secondary and Primary data is analyzed and interpreted in section 23 and 24 below
23 Secondary data
Marketing communication of universities
As has been mentioned previously in this work the best option to collect relevant primary
data is to rely first on secondary information and then delve down in certain aspects by
collecting primary information In this item it will be explained what has been done in
marketing communication of universities around the world This part will also cover the
question of what communication strategies and tools the international universities use to
attract their students
29
From the first finding to start universities all over the world practicing advertising
campaigns with such words as ―Internationally renowned Award winning Prestigious
Proud history Career oriented etc But not all the time these sparkling words are real truth
―Does it actually matter whether a university has ―tradition if its current practice is poor
Does it matter if a university is ―internationally renowned if the particular course that is
being considered is known to be badly operated by local standards Does it really matter if a
university has ―a proud history if the present isnlsquot very good (Dr DJ Toncich2008)
Australian professor Dr DJ Toncich in 2008 published a book ―Study and Learning in
the Australian University System where he clearly stated various forms of
Marketing in universities of Australia ―The most common example of universities selling the
sizzle rather than the sausage appears in areas such as science engineering and architecture
where potential students are bombarded with glamorous images of spacecraft sky-scraper
buildings nuclear reactors and so on There are different ways how universities attract their
students There is a table provided by Dr DJ Toncich which explains the ways on how to
promote different parts of university image
Table 2 ―Ways on how to promote elements of university image
30
A ―Tool is a part of company (university in this case) image which should be promoted
And ―Vehicle is the way part of the image can be promoted ―Some key points to note are
that the mass media outlets (newspaper television and radio) having the broadest audience
are generally reserved for ―big picture marketing including the universitylsquos brand and
confidencereinforcement strategies Self-evidently promoting to the broadest audience is the
most costly way of getting a message out so the message needs to be simple and clear The
more specialized the audience however the more detailed the information ndash for example
university course guides and handbooks have the most specific audience and subsequently
the highest level of information density In these vehicles there is generally less content
related to the big picture issues of confidence and brand (Dr DJ Toncich 2008)
Nguyen amp Le Blanc (2001) focused on the image and reputation of the institution and
referred to the crucial role these factors played in the development of market positioning ndash
they drew on the well established concepts and theories in business sector marketing for their
study Bonsardi amp Ekwulugo (2003) who claimed that ―a centrally important principle of
marketing is that all marketing activities should be geared towards the customer also relied
on the literature used in business sector marketing and applied it to the context of higher
education
Branding is important for university to stand out in the market In ―ConnectEd
Symposium for the marketing of Higher Education (Chicago November 2011) Rich Lyons
(Dean Haas School of Business University of California Berkley) argued that
―What passes for branding in higher education is often nothing more than a catchy slogan
and logo Branding projects in universities sometimes evoke hostility indifference or bothmdash
or raise the question of why a good school would need to be so concerned about its image that
it would resort to ―corporate measures But when branding reaches deep to magnify a
schoollsquos differentiation and its core essence the result can be a powerful boost on multiple
dimensionsmdashstudent recruitment alumni interest fund raising media interest and so on And
it can resonate with key audiences emotionally to align what the school does with their
passion to change the world Dean Rich Lyons has led the Haas School of Business at UC
Berkeley in branding the school based on codifying its distinctive culture driving that culture
through its business processes and reforming its curriculum to produce a particular type of
leadermdasha path-bending leader The process is lengthy difficult and risks are high Learn why
the rewards of an authentic brand are worth the effort
31
According to this speech strong brand is coming from the culture of interaction among
students and all university staff Mainly students and professors should clearly understand
what matters mostly attracted them in chosen university (values believes attitudes etc should
match up with student`s)
Another aspect for university marketing start up procedure is reposition communications
as a strategic function in a more proactive attitude This matter has been covered by Dr Mark
Putnam President Central College IA in his article ―Do you drive the agenda or go along for
the ride In this article author ―sought to change the view of the marketing and
communications team from customer service providers to strategists He set a good example
with presidential blog using it to elevate the level of discourse at Central Putnam has a track
record for this kind of change management As senior vice president at Northeastern
University (Boston) he worked with the communications team to educate the university about
the strategic role of marketing and branding He comes by this perspective naturally (Dr
Mark Putnam 2011)
To improve university technical tools in attracting students mobile marketing is a great
way ―Mobile marketing brings challenges and opportunities to higher education when scarce
resources limit the ability to add new technologies and techniques to communication plans
We examine the mobile marketing landscape in search of whats most relevant to higher
education today with special attention to student recruitment and brand strength Areas
covered include site design for best task completion writing right for mobile sites monitoring
web analytics and integrating with traditional and social media websites (Bob Johnson
2011)
Another technical tool is digital video clips ―Video in its many forms is becoming a
major factor in our collective lives (80 million hours of video loaded to YouTube every
minute for example) As digital storytelling it is also being used in a variety of ways to build
brand equity with internal and external audiences Outcomes will be a better awareness of the
current trends in using video as a brand building tool and a field guide for teaching others
within the organization to make powerful digital stories Im currently using the workshop at
the UW to train students who will study abroad to make and distribute good quality video
about their experiences (Harry Hayward 2011) In case of brand building using video
assistance viral marketing campaign might work And the last idea which will increase
university profit is web site analytics ―The website is not only a conduit for most of your
marketing efforts todaymdashitlsquos also an incredible tool for measurement and marketing analysis
32
With web analytics you can better quantify the impact of your marketing campaigns improve
the effectiveness of your website segment visitors for micro-marketing efforts and generate
valuable marketing intelligence (Bruce Snyder 2011)
Marketing is the process of customer identification (needs views preferences financial
possibility to buy certain product) This task will be done through primary information
analysis Another task in marketing is development of ―analytics-driven approach to help to
reach a targeted student through search engines mobile smartphones text messaging email
newsletters and social media (Higher Education Marketing Company) This company has a
straight and logic view on marketing process in university which provides a wide scope of
services Google Analytics Search Engine Optimization Pay Per Click Marketing Social
Media Marketing Google Maps amp Local Search Web Design amp Development Mobile
Marketing Short Message Service (SMS) Another very effective tool is SEO (search engine
optimization) which allows embedding into the company website option for the most
important (most likely needed) words phrases while creating company web pages This set of
words with high possibility that potential customer will dial up will give opportunity for the
company website to pop up in the top list of the search engine (Google chrome yahoo etc)
Under research problem ndash low enrollment of students the researcher should look for the
findings of other studies relevant to this study problem The questions to start with are ―What
factors in university marketing practices are missing to achieve constant enrollment growth
―Is there any interrelationship of those factors and university attractiveness growth
One of the studies has been conducted among students registered state subsidized
universities in South Africa The purpose of this paper was to present a new marketing mix
based on MBA studentslsquo attitudes and opinions towards the marketing initiatives of business
schools in South Africa The findings of this study revealed showed seven quite distinct
underlying factors in the marketing activities of these business schools some covering the
same elements of the traditional marketing mix people promotion and price There were
however four different elements programme prominence prospectus and premiums ―The
marketing mix is a set of controllable marketing tools that an institution uses to produce the
response it wants from its various target markets It consists of everything that the university
can do to influence the demand for the services that its offers Tangible products have
traditionally used a 4Ps model the services sector on the other hand uses a 7P approach in
order to satisfy the needs of the service providerlsquos customers product price place
promotion people physical facilities and processes The product is what is being sold It is
33
more than a simple set of tangible features it is a complex bundle of benefits that satisfy
customer needs The price element of the services marketing mix is dominated by what is
being charged for the degree or tuition fees that are required to enroll at the university Place
is the distribution method that the university adopts to provide the tuition to its market in a
manner that meets if not exceeds student expectations Promotion encompasses all the tools
that universities can use to provide the market with information on its offerings advertising
publicity public relations and sales promotional efforts (Jonathan Ivy 2008) This traditional
model encompasses tools which deal with tangible products In case of university it provides
intangible product which needs more tools for promotion Fifth tool is people who are
considered as a staff in university (academic administrative and support staff) To have a
prominent image university should have teaching staff reputations PhD holders Professorial
title holders Also administrative staff can also play an important role to attain prospective
students by simply providing professional phone call inquiry
The newest addition to the marketing mix is physical evidence and processes Physical
evidence is attributed to internal and external appearance of the entity (from teaching
materials to facade of the building and lecture rooms) ―Processes are all the administrative
and bureaucratic functions of the university from the handling of enquiries to registration
from course evaluation to examinations from result dissemination to graduation to name but
a few During the period that the student is registered processes need to be set in motion to
ensure that the student registers for the correct courses has marks or grades correctly
calculated and entered against the studentlsquos name and is ultimately awarded the correct
qualification While this might seem quite straight forward there are numerous other
processes that need to be implemented concurrently (with the finance system
accommodation time tabling and the library) to ensure the highest level of student
satisfaction The findings of this research suggest that the traditional 4- 5- and indeed 7P
marketing services marketing mix may not be the best way to approach the marketing of
MBA programs in South Africa Using principal components factor analysis on 25 commonly
used marketing tools indicates that four new distinctive and independent elements exist along
with three elements from the traditional marketing mix (Jonathan Ivy 2008) The most
important element from the marketing mix was ―program element (the range of electives in
the degree choice of majors) The second was ―prominence of the degree (academic staff
reputations position on league tables or MBA reviews in the popular press) The traditional
promotions element of the marketing mix was split into two areas standard mass media
34
advertising and hard copy promotional materials such as the university prospectus and direct
mail posted to prospective students called ―prospectus in the MBA marketing mix The
price element is dominated by flexible payment of tuition fees which means that students are
price sensitive and looking for payment flexibility The people element has had a small
modification with face-to-face teaching being included along with personal contact with
graduates and open day attendance The final element of the new marketing mix is called
premiums This is a diverse element of the mix which included accommodation the number
of modules in the degree student exchange programmes university computer facilities and
class sizes While this element was considered the least important of the marketing tools not
offering some of these items could seriously damage the recruitment prospects of a business
school Indeed some items would be considered a standard offering of a university and
expected by a student without further consideration or evaluation (Jonathan Ivy 2008)
So from this study researcher may answer on the posed questions before There is indeed
some other factors out of the standard marketing mix which in this case (higher education
marketing) play a key role In order to finally apply those factors into the practical
implementation researcher should check whether all of those factors remain important for
MU For this purpose primary data should be collected by creating questionnaire which
includes new marketing mix tools
Another study conducted in the realm of marketing communications in Taiwan includes
other findings The purpose of this study was to examine how a graduate institute at National
Chiayi University (NCYU) by using a model that integrates analytic hierarchy process
cluster analysis and correspondence analysis can develop effective marketing strategies
This research revealed that even though universities and colleges in Taiwan have
increasingly realized the importance of having sound marketing strategies to stay competitive
they have concentrated their marketing strategies on promotion ndash advertising tuition
reduction scholarships etc This trend has often obscured the fact that marketing should be
based on customer needs with better efforts made to fulfill these needs Although market
segmentation and positioning enable marketers and institutional planners in higher education
to understand customer needs and to visualize institutional advantages in relation to their
competitorslsquo positions these are relatively new endeavors in educational marketing in
Taiwan
The results display that the five most important factors for studentslsquo school selection
were employability curriculum academic reputation faculty and research environment
35
Students perceived NCYU to be strongly associated with lower tuition fewer entrance-exam
subjects lower entrance-exam pass rates and easier graduation requirements (Hsuan-Fu Ho
Chia-Chi Hung 2008)
In order to verify whether such criteria are also indisputable preconditions for choosing
MU as a potential tertiary institution they should be included into the study questionnaire
As we can see that in secondary information there are many ways on how to improve
university standing and how to reach a customer But this information does not give us the
picture of Masaryk University customer why she chose MU what were the preferences to
choose it where she first time got to know about it and etc That is why for this part ndash to get
the picture of MU customer from primary data collection and then apply appropriate tools that
have been mentioned before would be a good combination for a successful marketing
campaign
24 Primary data
For the purpose of this study ndash increase MU attractiveness primary data has been
collected Researcher developed questionnaire which consists of 15 questions and randomly
gave out to international students The main goal of this questionnaire is to answer two
research questions set by researcher
1 On what element of marketing mix students relied more when choosing MU ―People
―Physical evidence or ―Processes
2 Does the possibility of domestic market employability after graduation plays the key role
for choosing MU
These two research questions will help to get a clue on how specifically to improve
attractiveness of MU
Data is analyzed by using excel Microsoft office application with support of various graphs
and tables It has been calculated that majority of respondents are current students in MU
which gives more in depth data describing university attractiveness
36
Graph 1 ―Identification of students` status
It is 62 of respondents stated that they are currently study in MU This will bring more in
depth data from the survey
Specializations have wider split up with two major elements Informatics and Medicine
amount to 32 and 27 accordingly Unfortunately there are no any students from sport
faculty As it has been mentioned respondents were chosen randomly so it can be obvious
that there is big amount of students studying or intend to study medicine and informatics
Graph 2 ―Identification variability of specializations
37
Country of origin table shows that students from Slovakia have majority Probably
because of country and national closeness to Czech Republic The second biggest majority is
students from United Kindom after them students from Russia and Hungary
Graph 3 ―Country of origin split up
Question number 4 relates to first research question (On what element of marketing mix
students relied more when choosing MU ―People ―Physical evidence or ―Processes)
which specifies the level of ―Process element in MU In general the level of handling phone
callemail is acceptable with 14 respondents answered as completely sufficient or completely
sufficient with additional information This shows that majority of students are satisfied with
first impression of contacting MU
38
Chart 3 ―Level of handling callemail inquiry
Question number 5 explains another element in first research question which is ―People It
is evident that for majority of students academic experience is the most important to know
about professors professionalism But it is also a big quantity of those who did not analyze
any information Five students responded that work experience in business sphere is a key
criteria to choose MU
Chart 4 ―Criteria for identifying professionalism of university teaching staff
The ―Process element is evaluated in question number six which explains the level of
administrative and bureaucratic functions in MU on the matter of convenience and usage
Number of courses
teachers offer
Quantity of
publication of
teachers
Work experience
in business sphere Academic
Experience Professional
title in
business
I didn`t analyze
any information
about academic
staff in MU
39
Chart 5 ―Convenience
On the chart it is shown that students rate these functions as convenient with only several
students who perceive it as rather inconvenient On the ―Usage chart it has also positive
trend representing that MU administrative and bureaucratic process is highly useful
Chart 6 ―Usage
Question number seven explains third element ―Physical evidence In graph below it is
obvious that majority of students do not check this element while choosing MU
40
Graph 4 ―Identification of processes element
69 replied negatively and 31 positively which means that this factor does not play a
key role in selecting university Majority of students rate MU facilities as comfortable It is
shown in the table below that eleven students rate facilities as good
Chart 7 ―Identification of physical evidence element
Question number nine encompasses several criteria which were taken from two elements of
marketing mix ―People and ―Physical evidence and some were not from this marketing
mix like ―ability to get employment in home country ―worldwide acceptable diploma
These two factors were taken from the second research question ―Does the possibility of
41
domestic market employability after graduation plays the key role for choosing MU Results
showed that students highly value ―ability to get employment in home country (16
respondents gave highest score) Also highly rated MU diploma as worldwide acceptable (15
respondents gave the highest score) Also for respondents it is important (with lower grading
score ndash ―4) ―Strong academic staff and ―Excellent laboratory facilities
Chart 8 ―MU criteria
Question number 10 includes set of common services that university provides to students
This question helps to understand what services MU provides sufficiently to students Results
showed that sufficient services that MU provides are almost all which have been mentioned in
the options list Only ―Small class sizes do not meet big majority expectations
a Ability to get
employment in home
country
b Strong
academic staff
d Library
facilities
c Excellent
laboratory
facilities
e Worldwide
acceptable diploma
42
Chart 9 ―MU services
Interesting results gave to the researcher questions number 11 which shows that mostly
students got to know about MU from internet search engines and from relativeslsquo advice
Graph 5 ―Media channel of MU
Question number 12 and 13 give overall satisfaction level with MU Question number 12
has been adopted from theoretical part which asks whether student is ready to enter university
again if heshe would have the same opportunity Question number 13 is double-checking this
statement Results are showing that majority of respondents would enter MU again and they
are satisfied with overall MU educational service
Reasonable
accommodation
Exchange
programs
Number of
modules
Small class
sizes
Internship
possibility
Research
environment Faculty
43
Graph 6 ―Choosing MU
Graph 7 ―General satisfaction of MU
Although researcher might observe big quantity of students who are relactant to answer
Graph derived from question 12 shows that half of respondents do not have such a strong
feeling to reenter MU The same situation is in general satisfaction of MU where 38
remained neutral
The last two questions deal with second research question And here results are varied
Graph 8 derived from question 14 depicts that MU degree is not that helpful for getting the
job back in home country Only 23 answered that degree surely will help to get a high paid
44
position 38 replied as ―probably yes 35 answered as ―not sure and 4 answered
―probably not So around 61 of respondents feel positive about successful employment
back home the rest are not that confident
Graph 8 ―Employability element
Graph 9 ―Employability element second question
If respondents replied positively on 14th
question then they were asked to state the reason
for this As it can be seen above high standard European education is playing a key role for
successful employment Also the rest of options have high scores too
45
RESEARCH REPORT
In the purpose of survey it was essential to understand which of three elements in
marketing mix (―People ―Processes and ―Physical evidence) students rely more and
therefore less while choosing MU According to study made in South Africa by Jonathan Ivy
there are seven elements in marketing mix which all equally important for improving
company attractiveness in service business Researcher of this study picked three out of
seven because they more closely respond to actual service oriented company The rest four
elements (product price promotion place) were existing before as traditional marketing mix
for all types of businesses So the element ―Processes uncovers with questions number 4 and
6 From the graphs it is obvious that students are satisfied with this marketing mix This gives
university strong point in attracting students Call email handling Information system
functionality and other bureaucratic functions work sufficiently well 22 students rated
callemail handling as positive Usage and convenience of different MU functional processes
are also positively appreciated with 13 students for convenience and 15 for usefulness From
this data it can be clearly stated that students do rely on effective functions of MU
Element ―People is identified in questions 5 9 and 10 Question 5 gives information that
students do not mainly rely on ―People element while choosing MU 9 students did not
analyze any information about professionalism of university teaching staff Meanwhile the
main factor on what students pay attention is academic experience of teachers But answers
for the questions 9 and 10 gives a tendency that students do rate criteria ―Professionalism of
teachers high but actually they give lower score for this actual criteria in question number
10 In question number 5 students chose different aspects of professionalism of teachers as a
criteria to enter MU Total score for professionalism aspects is 4+4+5+10+4=27 Also in
question number 9 criteria ―strong academic staff accumulates 17 points (it is taken only 4
and 5 levels of importance) But in question number 10 only students give only ten points for
―faculty as a sufficient service provided by MU It can be assumed that students had higher
expectation before entering into university that they have got
Element ―Physical evidence is seen as not important for respondents Graph for question
number 7 shows that 69 of students did not check elements of ―Physical evidence Also
majority of students rate university facilities as ―Good with opportunity to select ―Excellent
46
status (in question number 8) On the other hand students rate university accommodation and
research environment as high enough (question number 10) It can be concluded that during
the process of choosing university students do not rely heavily on ―Physical evidence But
they did get reasonable service in ―Physical evidence while studying in MU
Second research question states ―Does the possibility of domestic market employability
after graduation plays the key role for choosing MU After analysis of relevant graphs and
tables it became clear that this factor (possibility to get employed) is very important for
students So question number 9 gets the highest score (16) for criteria in choosing MU ndash
―ability to get employment in home country and also high score for ―worldwide acceptable
diploma Even though students rate possibility to get employed as the highest criteria to
enter MU 39 of students are not sure or don not think they will obtain high paid job back
home Here is the point to work for MU administration Students rely on high standard
European education and English language education as a key criterion for being confident in
getting well paid job (question number 15)
The data analysis process constitutes the following
1 MU has convenient and useful bureaucratic functions which are considered as a strong
point in delivering knowledge without obstacles It is difficult to identify the level of
―processes in organization but some points can be highlighted in promotion materials It can
be description of functionality of Information System or description of easy courses
registration
2 Element ―People has deviation in what is expected and what is delivered Students
have a bit higher expectations on the level of teaching staff experience and competence It is
recommended to do a deeper research on the reasons for this deviation But for now it can be
decided to arrange seminars or trainings for teacher to improve their marketing knowledge
and explain commercial tendency in market of high education
3 University ―Physical evidence is has strong rate of sufficiency The only problem that
students do not feel need to pay attention on this element Here MU administration should put
accent on Including pictures of libraries with free Wi-fi canteens computer labs which have
good and pleasant conditions
4 The most important criteria for students to choose MU is high possibility to get
employed at home But this perspective lacks consistency because there is significant amount
of students who remain uncertain in the future employability This gap can be solved by
successful decision making of three elements above ―People ―Processes and ―Physical
47
evidence But it is recommended to conduct further survey questioning the reasons of
students` uncertainty in future employability Maybe the reason is not related to some weak
points in marketing mix but the problem in home countries itself (political instability
nepotism etc)
To sum up the general situation in four factors mentioned above ―processes should be
promoted to international students as a smooth tool in obtaining degree ―people should go
through training on how to deliver lecture in contemporary commercial world of high
education market ―physical evidence should be mentioned in promotion of MU ―student
employability will be interrelated with ―people plus MU has to install closer relationship
with international companies (internships provision seminars with company representatives
professional lectures from leading companies etc)
Secondary information has also a great help in increasing university attractiveness
Viral marketing can be applied to MU because question number 11 shows that internet search
engine is a key tool how students found about MU There is a video of experience Brno life
among Erasmus Students which can be remade as a good promotion video of student life on
campus For Masaryk University very effective tool will be Google Analytics giving a wide
scope of techniques on how to track differentiate and analyze visitors ―Google Analytics is
the enterprise-class web analytics solution that gives rich insights into the website traffic and
marketing effectiveness Powerful flexible and easy-to-use features now give opportunity to
see and analyze your traffic data in an entirely new way With Google Analytics it is easier to
write better-targeted ads strengthen marketing initiatives and create higher converting
websites (Google Analytics website)
In general MU marketing politics should involve techniques mentioned by Jarvis J in his
book ―What Would Google Do Companies must learn that they are better off when they
cede control to their customers Give us control we will use it and you will win
Also it is important to read blogs There are search engines for blogs like Technorati
Icerocket Google Bloglines Pub-sub where MU marketing officials can search for MU
discussion groups or some topics
MU officials should constantly maintain ―conversation with current students It is a good
idea to start communication with those bloggers who care enough to talk about MU products
and service and brand The least MU officials can do is engage them and join the
conversation Even further step can be done Ask consumers what they think MU
48
administration should do MU will end up with better products and do a better job selling
them to more satisfied customers who can even help each other if MU officials let them
Next it will be effective to start university blog where students openly and forthrightly
share the problems and the solutions as they occur There is no reason why a university dean
should not open a direct conversation with the public That will do more to change the
culturemdashto finally make it customer-focused and mean itmdashthan a dozen consultants a
hundred off- sites or a million ad impressions
During of development process of some programs or anything in university it is better to
involve students in this process also
The last but not the least is links on the website of MU There are three links on the ESF
faculty One of them is ―Review of economic perspectives ―call for papers and Citi Bank
banner There should be more links to Headhunters conferences industry associations
current job opportunities etc This gives website alive image and helpful time spending
49
CONCLUSION
This study has been conducted in favor of future Masaryk University prosperity in the
current commercial world Researcher had a strong motivation to give helpful secondary and
primary information which will foster university educational process in the frames of
contemporary world
Of course any research comes up with further recommendations to analyze questionable
matters in results obtained Researcher believes that this work is just another step to constant
need of self-improvement
Researcher advices to put more accent on IT support to promote university image and
therefore increate its attractiveness (Harry Hayward 2011) mentioned that 80 million hours
of video loaded to YouTube every minute So there is high potential for promotion Viral
video of MU will hit several aspects of university improvement brand product suite
differentiation lifestyle according to Dr DJToncich Apart of that it is recommended to
build system of values believes and attitudes among students and university staff and
promote this in the future According to Dr Mark Putman it is essential nowadays to educate
university staff about strategic role of marketing and branding Website analytics would be
useful for measurement and marketing analysis Search optimization engine is another tool on
how to maintain university webpage in the top 10 results in Google chrome or other web
search engines On YouTube there is option to post advertisement of a company only in the
videos which are related to the sphere of products or services company offer So MU might
sign a contract of including its advertisement on videos which has key words as ―education
―high ―in English etc
According to primary data obtained it is obvious that several aspects in MU marketing
mix do not match high criteria among students Once one factor ―People would be solved
through trainings and constant updating knowledge of personnel another interrelated problem
will be offset ndash ―Employability But there is no any research done on interdependence of
these two factors so for further analysis of situation another research should be taken The
main purpose of this research would be identification of cause and effect linkages between
50
―People ―Employability and other factors which influence studentslsquo ability to get high paid
job back home And there are a lot of those factors starting from political situation in the
country to the level of corruption and nepotism
MU has potential to improve its educational process as we do the students because we are
the main customers for our university But one thing should not be forgotten and it is
companies which have strong notion about reality in one or another specialization That is
why my last advice for Masaryk University is to appeal as a liaison entity between students
and companies
51
REFERENCES
Barabba Vincent P Zaltman Gerald 1991 ―Hearing the Voice of the Market Competitive
Advantage Through Creative Use of Market Information Chapter 5
Conway Tony Stephen Mackay David Yorke (1994) Strategic Planning in Higher
Education Who Are the Customers International Journal of Educational Management
Vol 8 Iss 6 pp29 ndash 36
Cooper Donald R Schindler Pamela S 2003 ―Business research methods 8th ed
Dillman Don A 2000 ―Mail and Internet Surveys The Tailored Design Method 2nd
Edition New York
Dekeba Alemayehu 2003 ―Basic of Marketing Research Methods
URL httpwwwglobuszcomebooksMarketingResearchindexhtm
Hemsley-Brown JV and Oplatka I2006 Universities in a competitive global marketplace
a systematic review of the literature on higher education marketinglsquo International Journal
of Public Sector Management Vol 19 No 4 pp 316-338
Harry Hayward ―The power of digital storytelling 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Hair Joseph F - Bush Robert P - Ortinau David J ―Marketing research within a changing
information environment 3rd ed2006
Hsuan-Fu Ho Chia-Chi Hung Marketing mix formulation for higher education An
integrated analysis employing analytic hierarchy process cluster analysis and
correspondence analysis International Journal of Educational Management Vol 2 Iss
4 2008
Jarowski Ajay K Kohli and Arvind Sahay 2000 ―Market ndash Driven Versus Driving
Markets Journal of the Academy of Marketing Science 45-54
Johnson Bob ―Mobile marketing in higher education getting ready for 1012 and beyond
2011
URLhttpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Jarvis J ―What Would Google Do Adobe Acrobat eBook Reader 2008
52
Jonathan Ivy A new higher education marketing mix the 7Ps for MBA marketing
International Journal of Educational Management Vol 22 Iss 4 2008
Kotler Philip Fox Karen FA 1985 Strategic Marketing for Educational Institutions
Mora Michaela ―What Is Statistical Significance 2011
URL httprelevantinsightscomtagsample-size
Nha Nguyen Gaston LeBlanc 2001 Image and Reputation of Higher Education Institutions
in Studentslsquo Retention Decisions International Journal of Educational Management
Vol 15 Iss 6
URL httpwwwemeraldinsightcomjournalshtmarticleid=838798amp
Oppenheim ldquoQuestionnaire Design Interviewing and Attitude Measurementrdquo 1992
Oud Jacqueline 2004 ―Market research versus marketing research
Pimpa Nattavud 2003 ―Internationalization and trade in higher education opportunities and
challenges
Putnam Mark ―Do you drive the agenda or go along for the ride 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Rakhee Vyas Anne L Souchon 2003 Symbolic Use of Export Information A
Multidisciplinary Approach to Conceptual Development and Key Consequences
International Marketing Review Vol 20 Iss 1 pp67 ndash 94
URL httpwwwemeraldinsightcomjournalshtmarticleid=855530
Rich Lyons ―Authentic branding how creating a school brand with culture and curriculum
just might help save us 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Robert S Michael ―Inquiry amp Scientific Method 2002
URL httpwwwindianaedu~educy520sec5982week_1inquiry_sci_method02pdf
Rodriguez G ―5 Questions to Help You Understand Your Customer 2004
URL httpwwwpowerhomebizcomvol146customerhtm
Sekaran Uma Bougie Johan Roger Gisbert2009 ―Research Methods for Business a Skill
Building Approach 5th ed
Singleton Royce A Jr and Bruce C Straits 1999 Approaches to Social Research (3rd
Edition) New York Oxford University Press
Smith Scott M Albaum Gerald S 2005 ―Fundamentals of Marketing Research
Snyder Bruce ―Maximizing the power of web analytics 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Toncich ―Study and Learning in the Australian University System
53
URL httpwwwdoctorteenetfilesunibook04_ppdf
WEBSITES
Experiment-Resourcescom ―Comparing Quantitative and Qualitative Research 2009
URL wwwexperiment-resourcescomquantitative-and-qualitative-researchhtml
Higher Education Marketing Company Canada
URL httpwwwhigher-education-marketingcomcontact
Google Analytics website
URL httpwwwgooglecomintlenanalytics
54
Appendix A Questionnaire
Dear respondent this questionnaire is created in terms of Master`s degree diploma thesis The main goal of
this survey is to improve Masaryk University attractiveness by deriving the reasons for choosing Masaryk
University in obtaining a degree The answers will be kept as confidential and would not be used in any
other purposes other than for this research If you would have any questions regarding the results of this
survey please contact me
Ilya Shaiderov (380502mailmunicz)
Thank you for your cooperation
1 Are you a current or prospective student ____________________
2 What specialization you are obtaining or intend to obtain in MU ____________________
3 Please specify your country of origin ____________________
4 Please rate the level of handling your first phone callemail inquiry by MU staff (only if it is
applicable to your case)
1 2 3 4 5
5 While considering MU as an option to study what criteria did (do) you analyze to check
professionalism of university teaching staff (you may choose several options)
a Number of courses teachers offer
b Quantity of publication of teachers
c Work experience in business sphere
d Academic Experience
e Professional title in business
f I didn`t analyze any information about academic staff in MU
No response
Insufficient response
Sufficient enough
Completely sufficient with additional information
Completely sufficient
55
6 (Only for current students) Could you characterize the process of courses registration usage of IS
system and other administrative and bureaucratic functions of university (please choose one in each
scale)
Convenience
1 2 3 4 5
Usage
1 2 3 4 5
7 (For both current and prospective students) While choosing MU did (do) you check quantity of
books in university library accessibility of electronic databases new editions of study materials
overall quality of library
Yes
No
8 (Only for current students) Please rate MU facilities (buildings classrooms computer labs etc) on
the matter of ―comfortability
1 2 3 4 5
Excellent Good Sufficient Not enough Bad
Completely Convenient
Rather Convenient
Convenient Rather Inconvenient
Completely Inconvenient
Completely Useful
Rather Useful
Useful Rather Useless
Completely Useless
56
9 (For both current and prospective students) How do you rate the following factors as criteria for
choosing MU (1- least important 5 ndash most important)
a Ability to get employment in home country
b Strong academic staff
c Excellent laboratory facilities
d Library facilities
e Worldwide acceptable diploma
10 Please choose (mark ―V) services that MU sufficiently provides to you as a student (in case you
are prospective student - should be provided)
___ Reasonable accommodation (covered by student)
___ The number of modules in the degree and big variety of elective courses
___ Student exchange programs
___ Research environment (sufficient up to date study materials computer labs laboratories etc)
___ Small class sizes
___ Internship possibility
___ Faculty (profound selection of PhD and profession specialists)
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
r
t
3
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
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m
e
n
t
o
r
t
h
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57
11 From what source you first found out about Masaryk University
a Website search engine
b Advice of friends parents etc
c TV
d Newspaper please specify____________
e Journals please specify____________
f Billboards
g Website banners please specify website_______________
h Other source__________________________
12 (Only for current students) If you had do it over again would you still choose MU If not please
specify why
a Yes
b Not sure
c Probably would
d Probably would not (please specify why)
__________________________________________________________________________________
__________________________________________________________________________________
________________________________________________________________
13 (Only for current students) Please describe your level of general satisfaction with university
a Not satisfied at all
b Neutral
c Satisfied
d Very satisfied
58
14 (For both current and prospective students) Do you think MU degree will help you to get above
average salary in your home country
a No b Probably not c Not sure d Probably yes c Yes
15 If you think that MU degree helps to get well paid job in your home country what might be
reasons for that (more than one reason can be selected)
a High standard European education d Possibility to pass internship in Europe
b Degree specialization choice e Other_________________________
c Education in English language
15
Response error rise when the actual value of variable contradicts with one in the report
This error can rise from both sides researcher or respondent Respondent is considered as a
person who provides information through communication (interviews questionnaire) or
observation (researcher observe behavior of respondent) Response error though can occur
during one or both of those processes To verify reasons of errors researcher should analyze
steps in delivering information The first one is information formulation and the second is
information transfer Inaccuracy happens during formulation step and ambiguity during
information transfer to respondent (Smith Albaum 2005)
17 Inaccuracy
Inaccuracy as a cause of questionnaire design means that false report is obtained from the
attitudes preferences beliefs feelings of respondent Questions and scales must be used that
enable to get the whole picture of respondent perception on the matter rather than to get a
fragment of his perception Accuracy itself refers to the degree to which the data provide the
researcher with a description of the true state of affairs From this point ―questionnaire design
precision rise up which is the extent to which a questionnaire design can reproduce similar
results over repeated usages (Hair Bush Ortinau 2006)
There are two types of inaccuracies predictive and concurrent Former one is caused by
inaccurate intentions of researcher during problem formulation Concurrent inaccuracy
happens when respondent intentionally provides inaccurate information
Inability to respond and unwillingness to respond are the most common concurrent
inaccuracies Inability to respond happens when question is posed the way it is hard to answer
without certain actions of respondent (check look up some features of product in question)
These problems might occur if respondent does not remember product features questionnaire
is unrealistic badly designed or directed to improper person Also if construction of questions
is developed with misuse of words or general terms
―Unwillingness to respond deals with motivation of respondent Respondent will not
provide accurate or any information due to several costs One of them is time costs which
require respondent to spend time for questionnaire completion So if respondent is busy or
questionnaire is too long she would answer the questions as quick as she can without paying
attention to accuracy For this reason questionnaire section will contain this phrase ―Do you
16
have time now to answer questions or would you rather set a time when I could contact you
again
Second problem is perceived loss of prestige Some questions might influence prestige of
respondent and then he tends to answer in a way not to lose his prestige which leads to
inaccurate answer Examples of areas which involve prestige level is age income educational
level and job position The main key to solution of this problem is to ask for information
twice in different ways
Third area of questions that might bring to unwillingness to respond is invasion of privacy
If questions touch private information about respondent inaccuracy and nonresponse take
place Such area includes questions about family matters income and money attitude finance
respondent hygiene political views religion and etc In this case indirect questions can help
or in case of direct questions still have to placed they should be included in the end of
questionnaire (Smith Albaum 2005)
18 Ambiguity
Ambiguity is considered as errors in constructing written and oral words or behavior
Inaccuracy errors occur during the formulation of information whereas ambiguity errors
happen during transfer of information through communication or observation Unambiguous
situation is the one where researcher asks question and respondent answer based on the same
meaning of words In this case two phase process takes place When question interpreted by
respondent has the same meaning as it is in interpretation of researcher And answer by
respondent is understood the same way as by researcher (Smith Albaum 2005)
―The language of the questionnaire should approximate the level of understanding of the
respondents The choice of words will depend on their educational level the usage of terms
and idioms in the culture and the frames of reference of the respondents If some questions
are either not understood or are interpreted differently by the respondent the researcher will
obtain the wrong answers to the questions and responses will thus be biased Hence the
questions asked the language used and the wording should be appropriate to tap respondents`
attitudes perceptions and feelings (Sekaran Bougie 2009)
Also implicature is an issue related to ambiguity when researcher is using elliptical
sentences (starting with ―Why ―What ―How) and respondent fill in the missing content
17
by herself In standardized interviews respondent should interpret questions as he can which
leads to miscommunication and wrong results So conversational interviewing is when
researcher is trying to explain the meaning of question and not influence the answer (Smith
Albaum 2005) Interview refers to qualitative method to obtain data this study has
quantitative research so it becomes crucial to construct clear and concise questions For this
purpose there will be pretest of questionnaire research by giving out it to my friends and get
feedback Another way to track understanding level of respondent is to set sub questions in
questions which contain highest probability to mislead respondent By simply asking the level
of question comprehension (good or fair) researcher can identify the level of ambiguity in
answers and track those answers which are answered with ―good level of understanding
Question form and question wording has certain relationship to ambiguity
There are four questionanswer types
1 Free answer (open-ended text)
2 Dichotomous and multiple choice answers (select k of n)
3 Rank order answers
4 Constant sum answers
1 Free answer questions imply that respondent will give full answer to the question in his
own words This type of questions require respondent to have ability to express completely
and concisely That is why free answers have great extent of ambiguity during interpretation
process
2 Dichotomous and multiple choice answers are the most common in questionnaires
development General form for both of these answer types is selection of ―k optional answers
out of ―n available ―Select exactly 1 of n Answers is one of such type of answers This is
simple form where k=1 and n is up to researcher desire In dichotomous question options (n
values) range into two extremes (―Yes ―No ―In favor ―Not in favor ―BuyDo not buy
etc) Multiple choice answers are just an extension of dichotomous questions Multiple choice
questions may require selection of several ―k out of ―n possible answers or selection
unlimited amount of ―k answers out of given ―n options
3 Rank order answers allow to put gradation to answer options This type of answers
characterizes data on the most prevailing option and the one which has the least importance to
18
respondent Typical questions can include determining ranking of preferences first to last
most current to least current and etc The most common bias here is that first optional answer
in the question has more chances to be selected Also tied rankings may cause another
problem of data weakening When it is allowed to rank several answer options into one
ranking level it is impossible to determine results out of this answer For the efficiency
purposes maximum of answer options given in rank order questions vary from five to seven
If it is more than seven it is hard for respondent to identify clearly the right ranking order
4 Constant sum question is the form of ranking using allocation of one hundred percent to
the options containing reasons for the statement asked It can be options for the reasons of
company product purchase (Smith Albaum 2005)
Also to create a good questionnaire researcher should include ―positively and negatively
worded questions Instead of developing all questions positively it is better to mix them with
negatively worded questions to reduce the probability of mechanical filling the questionnaire
by respondent ―A respondent who is not particularly interested in completing the
questionnaire is more likely to stay involved and remain alert while answering the questions
when positively and negatively worded questions are interspersed in it For instance if the
respondent has circled 5 for a positively worded question such as ―I feel I have been able to
accomplish a number of different things in my job he cannot circle number 5 again to the
negatively worded question ―I do not feel I am very effective in my job hellip The use of
double negatives and excessive use of the words ―not and ―onl should be avoided in
negatively worded questions because they tend to confuse respondents (Sekaran Bougie
2009)
19 Hints to improve quality of questionnaire
A Neutrality and don`t know or no opinion
It is an option given to respondent to remain neutral to the question provided Once third
option is included researcher does not force respondent to answer and it makes questionnaire
more polite to respondent Based on the nature of the question researcher may include such
options like ―don`t know ―no opinion or ―not applicable ―Don`t know might be
attributed to question dealing with some facts whereas ―no opinion can be attributed to a
19
certain attitude of respondent If such type of option will be included it is important to
increase sample size because of increased probability for respondent to choose neutral answer
B Dichotomous questions
It is the easiest type of questions for respondents It is considered as a question with
average probability for being ambiguous But it has the lowest probability of being ambiguous
among free-answer questions and multiple-choice questions
C Multiple choice questions
The researcher has two options if she wants more detailed information in a certain
question It is to create multiple choice question or free-answer question Usually multiple
choice questions are more complex and longer than the other two (dichotomous and free-
answer) Ambiguity in such type of questions derives from inability to formulate mutually
exclusive alternatives Another reason for ambiguity is limitation of the chosen answer
Respondent should select only one option which most widely answers the question For this
reason researcher may offer to select as many options as respondent wishes There is a table
below which shows relative probability of ambiguity related to form of question
Table 1 ―Form of Question and Relative Probability of Ambiguity (Smith Albaum 2005)
D Question wording
Selection of right words plays important role in questions development So in wording
choose researcher should be extremely careful Ambiguity in wording has several sources
Question length
Respondent unfamiliarity with some words
Relative Probability of Ambiguity
Form of Question Question Answer
Free-answer Lowest Highest
Dichotomous Average Lowest
Multiple-choice Highest Average
20
Ambiguity of context
Two questions included in one sentence
Too broad questions
If questions are too long this will confuse respondent and affect data accuracy For this
reason researcher should keep questions concise and clear If some words in question are
unfamiliar to the respondent this will also lead to confusion and inability to provide right
information So in case of scientific wording in questionnaire and non-homogeneous
backgrounds of respondents low level of vocabulary should be used Also researcher should
verify whether questions imply only one matter in order not to mislead respondent Questions
that lack specificity should also be avoided Those questions are developed with general
words like ―how often for example
In general researcher must provide alternative question wording pretesting and
verification by observation In alternative question wording first have of sample group may
get options in one order and the second one in reverse order Once questionnaire is ready
pretesting is another good way to decrease ambiguity Only one concern here is to choose
relatively the same group of respondents as it will be in the real research By close
communication with respondent in pretesting step researcher can determine some troubles
misunderstandings arose during this step And last advice is verification by observation
Researcher can (where it is possible) verify answers of respondents by observing their actions
related to questions answered It is not the easy activity so only those questions will be
verified where it is possible to do so (Oppenheim 1992)
110 Sampling procedures in Marketing Research
―Sampling is a selection of small number elements from a larger defined target group of
elements and expecting that the information gathered from the small group will allow
judgments to be made about the larger group The main idea of sampling is that a decision is
based on the assumption that the smaller portion or sample is representative of the larger
population (Hair Bush Ortinau 2006)
There should be a strict order in defining sample for research
21
Chart 1 ―Defining Sample
Sampling procedure starts with defining of population Population is amount of units
(individuals legal entities households) which has one or more similar feature among each
other In order to specify population researcher should answer such questions as what kind of
units (elements of analysis) to be included where they reside or their origin and when
(dimension of units in terms of timeframe) Population should be defined as precisely as
possible At the moment of finalizing population definition investigator decides whether it is
necessary to investigate the whole amount of population (census) or a part of it (sample) The
choice depends on the size of population If the size of population is small census can be an
optimal option otherwise should be created sample
Sample design includes type of sample sampling unit and sample frame Majority of
samples are selected by choice of investigator as non-probabilistic method Where
investigator selects elements of sample in terms of convenience availability and own
judgment Researcher uses table or any other random selective device for the probable
method (Smith Albaum 2005)
Define population
Sample design
Sample size
Estimate costs of sampling
Census vs Sample
Execute sampling process
22
―Sampling unit is the basis of the actual sampling procedure It is that segment of the
population actually chosen by the sampling process The sampling unit may contain one or
more population elements That is these units may be individual elements or aggregates of
individual elements (Smith Albaum 2005)
Sample frame is considered as a list of elements of the population For instance it can be
list of characteristics of elements which are expected to pass the interview or fill out
questionnaire In a perfect case sample frame should determine each population element once
and should not include those elements which are not in the population criteria There several
options below of inaccurate sample framing process
Chart 2 ―Sample Framing Processes
A Incomplete
Sampling frame
B Too Comprehensive
C Combination
Sampling frame Population
Sampling frame Population
Population
23
There is also set of questions to ask during generation of sampling list
Does the list contain everyone in the survey population
Does the list include names of people who are not in the study population
How is the list maintained and updated
Are the same sample units included on the list more than once
Does the list contain other information that can be used to improve the survey
(Dillman 2000)
There are four traditional approaches for the determining sample size
1 Arbitrarily or judgmentally determined
2 Minimum cell size in analysis
3 Based on budget
There are two types of costs in sampling process fixed and variable Fixed costs are those
which are determined and constant Variable costs depend on the volume of study being
conducted The dashed line in the upper graph shows interrelation between costs and sample
design If costs are too high researcher reconsiders sample design or sample size
The last step is actual choice of sample There are two main criteria for this process
sample must be adequate and representative For the sample being representative means that it
reflects overall characteristics of the whole population Adequacy is sought in sufficient
amount of elements selected to provide stable results Also there are two types of sampling
designs probability and non-probability samples Non-probability sampling differs from
probability sampling on the basis that in non-probability sampling the sample elements do
not have a known nonzero chance of being selected for the sample In probability sampling
each element has a known and equal probability of selection This study incorporates
probability design because there are no any predisposed respondents (Smith Albaum 2005)
111 Editing Coding and Descriptive Analysis
―Completed questionnaires or other measurement instruments must be edited coded
entered into a data set for processing by computer and carefully analyzed before their
complete meanings and implications can be understood (Smith Albaum 2005)
24
The main reason for this process is converting data obtained into information which will
provide inferences and answers to research question A certain sequence is needed to perform
successful data analysis In short there should be definition of response categories at first
then editing and coding and at last tabulation All these three steps will be implemented in the
practical part
112 Research Errors
In any research errors will occur so management of errors must apply Errors can arise in
any stage of marketing process from problem formulation to report development It is a goal
of investigator to minimize those errors The value of total error is comprised of sampling
error plus non-sampling error Sampling error (usually called as random sampling error) is the
difference between planned sample and the list of interviewees it is formed Non-sampling
errors are those which are not related to the sample itself Usually non-sampling errors related
to sort of bias as the difference between the true value of that which is being measured and the
average value derived from a number of independent measurements of it There are eight
major types of errors
Population specification ndash difference between required population and population
chosen When researcher chooses inappropriate population for the data collection
Sampling difference between required sample and the one that has been selected
When sample does not represent the population selected by using probability sampling
method
Selection error usually occurs when researcher pick up respondents whom she knows
who is more pleasant in general who is easily reached This tendency deviates real
population selected
Frame error Sample frame is a set of representatives of population who relate to
required sample The frame error occurs when elements which are not in the sample
group are investigated
Nonresponse error occurs when all members of the sample cannot be reached or they
refuse to respond
Surrogate information error occurs when investigator is unable to obtain responses and
replace it with proxy answers leading to surrogate information
25
Measurement error occurs in several stages of research transmittal response analysis
In general researcher represents information that he wants rather the real one
Experimental error When investigator is measuring the influence of independent
variables on dependent one while controlling extraneous variables (Smith Albaum
2005)
2 PRACTICAL PART
21 Marketing Research Process Applied
For this study it has been identified that the problem of current situation in MU is its
inability to attract more international students
Problem Formulation Prospective students do not choose MU for degree obtainment
Research goal To identify ways on how to increase studentslsquo inflow into MU by means of
detecting general preferences of MU customers (prospective students and current students)
Research questions
Based on the study of 7P approach made by Jonathan Ivy one research question arises
1 On what element of marketing mix students relied more when choosing MU ―People
―Physical evidence or ―Processes
From another study made by Hsuan-Fu Ho and Chia-Chi Hung second research question
arises
2 Does the possibility of domestic market employability after graduation plays the key role
for choosing MU
26
Method of Inquiry
As been mentioned in the theoretical part the first step in method of inquiry is observation
and description of a phenomenon or a group of related phenomena This step is known for its
qualitative methods of applicability
Have been studying for almost two years in MU and communicating with dozens of
international students I found several aspects to consider for MU attractiveness improvement
Students who stay longer than a semester differ from those who came just for one semester
under Erasmus exchange program This research deals with the first category of students and
for them it is important to have more frequent university-student correspondence Keeping the
fact that education process in Masaryk university different and complicated in terms of
Information Technology (student information system is very confusing with no English
version of some pages) there should be prepared an orientation seminars on how to effectively
use all university premises and surrounding city facilities It can be easily done with the help
of International Students Club which has excellent image among such clubs in Europe There
is orientation week for students but from the students point of view is more prepared to make
things done (like ISIC card issue register to information system) rather than providing
students with tools on how to achieve what they need to This can easily be done by
information system additional applications of city university map student forums and
discussion groups The information system should be done in more client friendly way with
good English translation of the web pages
This work would not include any hypothesis because of the chosen research design ndash
explorative
Research Methodology
In this will be applied nonexperimental method because of objectivity purposes There is
high risk of mislead and misinterpretation to the respondent which will affect the survey
results
Question number 1 2 3 in the survey (can be found in appendix of this work) was
included for the reason to find additional information from prospective students who intend to
continue their study Question number 11 gives idea on the effective media channel that
students got information from Question number 12 and 13 will help to summarize general
student opinion on MU and find some deviations from the rest of the questions
27
Below are the questions in the survey which relate to research question number 1 ―On what
element of marketing mix students relied more when choosing MU ―People ―Physical
evidence or ―Processes
Question number 4 6 7 was adopted from literature source (Jonathan Ivy 2008) of
theoretical part This question identifies the level of ―Processes element of marketing mix
Question number 5 based on the same literature source was adopted to verify another element
of marketing mix ndash ―People Question 8 uncovers the level of third element ―Physical
evidence Question number 10 encompasses all three elements to double check the main
criteria that students choose or consider MU to study
Below are questions in the survey which relate to research question number 2 ―Does the
possibility of domestic market employability after graduation plays the key role for choosing
MU
Questions number 14 and 15 will help to identify the level of studentslsquo motivation to enter
MU for the reason of higher chance of employability after graduation These questions were
adopted from literature source provided by Hsuan-Fu Ho and Chia-Chi Hung
Question number 9 relates to both research questions because it covers the scale of
significant factors that might affect student to choose MU
Research Design
The study entitled ―Quantitative Marketing Research attempts to accumulate the sequence
of procedures to conduct successful marketing research It has been chosen to use quantitative
research for the reason that study aims to find out the answer of a research questions through
numerical evidence This method enables researcher to gather existing information and data
regarding interrelationship between low rate of students registration to MU The study will
help to answer on two research questions posed in this work
Selection of data collection techniques
The study incorporates two techniques of data collection secondary and primary
collection Secondary information reveals current situation of HE marketing worldwide and
primary information helps to find the match up for solution of MU problem and secondary
information findings
28
Sample design
Researcher uses probability sample design with quantity of respondents equal to 26
Data collection
For study purposes data will be collected by giving out questionnaires to current and
prospective students who study or intend to study in English in MU Hard copy questionnaires
will be collected after respondents finish answering them Total collected questionnaires
amount to 26
Research errors
Population Specification error is mastered by questioning potential respondent whether
shehe studies in English Sampling difference researcher will overcome by keeping the
highest level of variety of respondents (by country of origin) Selection error is out of the
matter because researcher is not introduced to the majority of students studying in English
Nonresponse error may occur for the further purposes of the research respondents would be
asked the reasons for rejecting to fill out questionnaire The same procedure is for the
surrogate information ndash if researcher will not be able to get answers from respondents they
will be asked about the reason of rejection
22 Analysis and interpretation of data
Secondary and Primary data is analyzed and interpreted in section 23 and 24 below
23 Secondary data
Marketing communication of universities
As has been mentioned previously in this work the best option to collect relevant primary
data is to rely first on secondary information and then delve down in certain aspects by
collecting primary information In this item it will be explained what has been done in
marketing communication of universities around the world This part will also cover the
question of what communication strategies and tools the international universities use to
attract their students
29
From the first finding to start universities all over the world practicing advertising
campaigns with such words as ―Internationally renowned Award winning Prestigious
Proud history Career oriented etc But not all the time these sparkling words are real truth
―Does it actually matter whether a university has ―tradition if its current practice is poor
Does it matter if a university is ―internationally renowned if the particular course that is
being considered is known to be badly operated by local standards Does it really matter if a
university has ―a proud history if the present isnlsquot very good (Dr DJ Toncich2008)
Australian professor Dr DJ Toncich in 2008 published a book ―Study and Learning in
the Australian University System where he clearly stated various forms of
Marketing in universities of Australia ―The most common example of universities selling the
sizzle rather than the sausage appears in areas such as science engineering and architecture
where potential students are bombarded with glamorous images of spacecraft sky-scraper
buildings nuclear reactors and so on There are different ways how universities attract their
students There is a table provided by Dr DJ Toncich which explains the ways on how to
promote different parts of university image
Table 2 ―Ways on how to promote elements of university image
30
A ―Tool is a part of company (university in this case) image which should be promoted
And ―Vehicle is the way part of the image can be promoted ―Some key points to note are
that the mass media outlets (newspaper television and radio) having the broadest audience
are generally reserved for ―big picture marketing including the universitylsquos brand and
confidencereinforcement strategies Self-evidently promoting to the broadest audience is the
most costly way of getting a message out so the message needs to be simple and clear The
more specialized the audience however the more detailed the information ndash for example
university course guides and handbooks have the most specific audience and subsequently
the highest level of information density In these vehicles there is generally less content
related to the big picture issues of confidence and brand (Dr DJ Toncich 2008)
Nguyen amp Le Blanc (2001) focused on the image and reputation of the institution and
referred to the crucial role these factors played in the development of market positioning ndash
they drew on the well established concepts and theories in business sector marketing for their
study Bonsardi amp Ekwulugo (2003) who claimed that ―a centrally important principle of
marketing is that all marketing activities should be geared towards the customer also relied
on the literature used in business sector marketing and applied it to the context of higher
education
Branding is important for university to stand out in the market In ―ConnectEd
Symposium for the marketing of Higher Education (Chicago November 2011) Rich Lyons
(Dean Haas School of Business University of California Berkley) argued that
―What passes for branding in higher education is often nothing more than a catchy slogan
and logo Branding projects in universities sometimes evoke hostility indifference or bothmdash
or raise the question of why a good school would need to be so concerned about its image that
it would resort to ―corporate measures But when branding reaches deep to magnify a
schoollsquos differentiation and its core essence the result can be a powerful boost on multiple
dimensionsmdashstudent recruitment alumni interest fund raising media interest and so on And
it can resonate with key audiences emotionally to align what the school does with their
passion to change the world Dean Rich Lyons has led the Haas School of Business at UC
Berkeley in branding the school based on codifying its distinctive culture driving that culture
through its business processes and reforming its curriculum to produce a particular type of
leadermdasha path-bending leader The process is lengthy difficult and risks are high Learn why
the rewards of an authentic brand are worth the effort
31
According to this speech strong brand is coming from the culture of interaction among
students and all university staff Mainly students and professors should clearly understand
what matters mostly attracted them in chosen university (values believes attitudes etc should
match up with student`s)
Another aspect for university marketing start up procedure is reposition communications
as a strategic function in a more proactive attitude This matter has been covered by Dr Mark
Putnam President Central College IA in his article ―Do you drive the agenda or go along for
the ride In this article author ―sought to change the view of the marketing and
communications team from customer service providers to strategists He set a good example
with presidential blog using it to elevate the level of discourse at Central Putnam has a track
record for this kind of change management As senior vice president at Northeastern
University (Boston) he worked with the communications team to educate the university about
the strategic role of marketing and branding He comes by this perspective naturally (Dr
Mark Putnam 2011)
To improve university technical tools in attracting students mobile marketing is a great
way ―Mobile marketing brings challenges and opportunities to higher education when scarce
resources limit the ability to add new technologies and techniques to communication plans
We examine the mobile marketing landscape in search of whats most relevant to higher
education today with special attention to student recruitment and brand strength Areas
covered include site design for best task completion writing right for mobile sites monitoring
web analytics and integrating with traditional and social media websites (Bob Johnson
2011)
Another technical tool is digital video clips ―Video in its many forms is becoming a
major factor in our collective lives (80 million hours of video loaded to YouTube every
minute for example) As digital storytelling it is also being used in a variety of ways to build
brand equity with internal and external audiences Outcomes will be a better awareness of the
current trends in using video as a brand building tool and a field guide for teaching others
within the organization to make powerful digital stories Im currently using the workshop at
the UW to train students who will study abroad to make and distribute good quality video
about their experiences (Harry Hayward 2011) In case of brand building using video
assistance viral marketing campaign might work And the last idea which will increase
university profit is web site analytics ―The website is not only a conduit for most of your
marketing efforts todaymdashitlsquos also an incredible tool for measurement and marketing analysis
32
With web analytics you can better quantify the impact of your marketing campaigns improve
the effectiveness of your website segment visitors for micro-marketing efforts and generate
valuable marketing intelligence (Bruce Snyder 2011)
Marketing is the process of customer identification (needs views preferences financial
possibility to buy certain product) This task will be done through primary information
analysis Another task in marketing is development of ―analytics-driven approach to help to
reach a targeted student through search engines mobile smartphones text messaging email
newsletters and social media (Higher Education Marketing Company) This company has a
straight and logic view on marketing process in university which provides a wide scope of
services Google Analytics Search Engine Optimization Pay Per Click Marketing Social
Media Marketing Google Maps amp Local Search Web Design amp Development Mobile
Marketing Short Message Service (SMS) Another very effective tool is SEO (search engine
optimization) which allows embedding into the company website option for the most
important (most likely needed) words phrases while creating company web pages This set of
words with high possibility that potential customer will dial up will give opportunity for the
company website to pop up in the top list of the search engine (Google chrome yahoo etc)
Under research problem ndash low enrollment of students the researcher should look for the
findings of other studies relevant to this study problem The questions to start with are ―What
factors in university marketing practices are missing to achieve constant enrollment growth
―Is there any interrelationship of those factors and university attractiveness growth
One of the studies has been conducted among students registered state subsidized
universities in South Africa The purpose of this paper was to present a new marketing mix
based on MBA studentslsquo attitudes and opinions towards the marketing initiatives of business
schools in South Africa The findings of this study revealed showed seven quite distinct
underlying factors in the marketing activities of these business schools some covering the
same elements of the traditional marketing mix people promotion and price There were
however four different elements programme prominence prospectus and premiums ―The
marketing mix is a set of controllable marketing tools that an institution uses to produce the
response it wants from its various target markets It consists of everything that the university
can do to influence the demand for the services that its offers Tangible products have
traditionally used a 4Ps model the services sector on the other hand uses a 7P approach in
order to satisfy the needs of the service providerlsquos customers product price place
promotion people physical facilities and processes The product is what is being sold It is
33
more than a simple set of tangible features it is a complex bundle of benefits that satisfy
customer needs The price element of the services marketing mix is dominated by what is
being charged for the degree or tuition fees that are required to enroll at the university Place
is the distribution method that the university adopts to provide the tuition to its market in a
manner that meets if not exceeds student expectations Promotion encompasses all the tools
that universities can use to provide the market with information on its offerings advertising
publicity public relations and sales promotional efforts (Jonathan Ivy 2008) This traditional
model encompasses tools which deal with tangible products In case of university it provides
intangible product which needs more tools for promotion Fifth tool is people who are
considered as a staff in university (academic administrative and support staff) To have a
prominent image university should have teaching staff reputations PhD holders Professorial
title holders Also administrative staff can also play an important role to attain prospective
students by simply providing professional phone call inquiry
The newest addition to the marketing mix is physical evidence and processes Physical
evidence is attributed to internal and external appearance of the entity (from teaching
materials to facade of the building and lecture rooms) ―Processes are all the administrative
and bureaucratic functions of the university from the handling of enquiries to registration
from course evaluation to examinations from result dissemination to graduation to name but
a few During the period that the student is registered processes need to be set in motion to
ensure that the student registers for the correct courses has marks or grades correctly
calculated and entered against the studentlsquos name and is ultimately awarded the correct
qualification While this might seem quite straight forward there are numerous other
processes that need to be implemented concurrently (with the finance system
accommodation time tabling and the library) to ensure the highest level of student
satisfaction The findings of this research suggest that the traditional 4- 5- and indeed 7P
marketing services marketing mix may not be the best way to approach the marketing of
MBA programs in South Africa Using principal components factor analysis on 25 commonly
used marketing tools indicates that four new distinctive and independent elements exist along
with three elements from the traditional marketing mix (Jonathan Ivy 2008) The most
important element from the marketing mix was ―program element (the range of electives in
the degree choice of majors) The second was ―prominence of the degree (academic staff
reputations position on league tables or MBA reviews in the popular press) The traditional
promotions element of the marketing mix was split into two areas standard mass media
34
advertising and hard copy promotional materials such as the university prospectus and direct
mail posted to prospective students called ―prospectus in the MBA marketing mix The
price element is dominated by flexible payment of tuition fees which means that students are
price sensitive and looking for payment flexibility The people element has had a small
modification with face-to-face teaching being included along with personal contact with
graduates and open day attendance The final element of the new marketing mix is called
premiums This is a diverse element of the mix which included accommodation the number
of modules in the degree student exchange programmes university computer facilities and
class sizes While this element was considered the least important of the marketing tools not
offering some of these items could seriously damage the recruitment prospects of a business
school Indeed some items would be considered a standard offering of a university and
expected by a student without further consideration or evaluation (Jonathan Ivy 2008)
So from this study researcher may answer on the posed questions before There is indeed
some other factors out of the standard marketing mix which in this case (higher education
marketing) play a key role In order to finally apply those factors into the practical
implementation researcher should check whether all of those factors remain important for
MU For this purpose primary data should be collected by creating questionnaire which
includes new marketing mix tools
Another study conducted in the realm of marketing communications in Taiwan includes
other findings The purpose of this study was to examine how a graduate institute at National
Chiayi University (NCYU) by using a model that integrates analytic hierarchy process
cluster analysis and correspondence analysis can develop effective marketing strategies
This research revealed that even though universities and colleges in Taiwan have
increasingly realized the importance of having sound marketing strategies to stay competitive
they have concentrated their marketing strategies on promotion ndash advertising tuition
reduction scholarships etc This trend has often obscured the fact that marketing should be
based on customer needs with better efforts made to fulfill these needs Although market
segmentation and positioning enable marketers and institutional planners in higher education
to understand customer needs and to visualize institutional advantages in relation to their
competitorslsquo positions these are relatively new endeavors in educational marketing in
Taiwan
The results display that the five most important factors for studentslsquo school selection
were employability curriculum academic reputation faculty and research environment
35
Students perceived NCYU to be strongly associated with lower tuition fewer entrance-exam
subjects lower entrance-exam pass rates and easier graduation requirements (Hsuan-Fu Ho
Chia-Chi Hung 2008)
In order to verify whether such criteria are also indisputable preconditions for choosing
MU as a potential tertiary institution they should be included into the study questionnaire
As we can see that in secondary information there are many ways on how to improve
university standing and how to reach a customer But this information does not give us the
picture of Masaryk University customer why she chose MU what were the preferences to
choose it where she first time got to know about it and etc That is why for this part ndash to get
the picture of MU customer from primary data collection and then apply appropriate tools that
have been mentioned before would be a good combination for a successful marketing
campaign
24 Primary data
For the purpose of this study ndash increase MU attractiveness primary data has been
collected Researcher developed questionnaire which consists of 15 questions and randomly
gave out to international students The main goal of this questionnaire is to answer two
research questions set by researcher
1 On what element of marketing mix students relied more when choosing MU ―People
―Physical evidence or ―Processes
2 Does the possibility of domestic market employability after graduation plays the key role
for choosing MU
These two research questions will help to get a clue on how specifically to improve
attractiveness of MU
Data is analyzed by using excel Microsoft office application with support of various graphs
and tables It has been calculated that majority of respondents are current students in MU
which gives more in depth data describing university attractiveness
36
Graph 1 ―Identification of students` status
It is 62 of respondents stated that they are currently study in MU This will bring more in
depth data from the survey
Specializations have wider split up with two major elements Informatics and Medicine
amount to 32 and 27 accordingly Unfortunately there are no any students from sport
faculty As it has been mentioned respondents were chosen randomly so it can be obvious
that there is big amount of students studying or intend to study medicine and informatics
Graph 2 ―Identification variability of specializations
37
Country of origin table shows that students from Slovakia have majority Probably
because of country and national closeness to Czech Republic The second biggest majority is
students from United Kindom after them students from Russia and Hungary
Graph 3 ―Country of origin split up
Question number 4 relates to first research question (On what element of marketing mix
students relied more when choosing MU ―People ―Physical evidence or ―Processes)
which specifies the level of ―Process element in MU In general the level of handling phone
callemail is acceptable with 14 respondents answered as completely sufficient or completely
sufficient with additional information This shows that majority of students are satisfied with
first impression of contacting MU
38
Chart 3 ―Level of handling callemail inquiry
Question number 5 explains another element in first research question which is ―People It
is evident that for majority of students academic experience is the most important to know
about professors professionalism But it is also a big quantity of those who did not analyze
any information Five students responded that work experience in business sphere is a key
criteria to choose MU
Chart 4 ―Criteria for identifying professionalism of university teaching staff
The ―Process element is evaluated in question number six which explains the level of
administrative and bureaucratic functions in MU on the matter of convenience and usage
Number of courses
teachers offer
Quantity of
publication of
teachers
Work experience
in business sphere Academic
Experience Professional
title in
business
I didn`t analyze
any information
about academic
staff in MU
39
Chart 5 ―Convenience
On the chart it is shown that students rate these functions as convenient with only several
students who perceive it as rather inconvenient On the ―Usage chart it has also positive
trend representing that MU administrative and bureaucratic process is highly useful
Chart 6 ―Usage
Question number seven explains third element ―Physical evidence In graph below it is
obvious that majority of students do not check this element while choosing MU
40
Graph 4 ―Identification of processes element
69 replied negatively and 31 positively which means that this factor does not play a
key role in selecting university Majority of students rate MU facilities as comfortable It is
shown in the table below that eleven students rate facilities as good
Chart 7 ―Identification of physical evidence element
Question number nine encompasses several criteria which were taken from two elements of
marketing mix ―People and ―Physical evidence and some were not from this marketing
mix like ―ability to get employment in home country ―worldwide acceptable diploma
These two factors were taken from the second research question ―Does the possibility of
41
domestic market employability after graduation plays the key role for choosing MU Results
showed that students highly value ―ability to get employment in home country (16
respondents gave highest score) Also highly rated MU diploma as worldwide acceptable (15
respondents gave the highest score) Also for respondents it is important (with lower grading
score ndash ―4) ―Strong academic staff and ―Excellent laboratory facilities
Chart 8 ―MU criteria
Question number 10 includes set of common services that university provides to students
This question helps to understand what services MU provides sufficiently to students Results
showed that sufficient services that MU provides are almost all which have been mentioned in
the options list Only ―Small class sizes do not meet big majority expectations
a Ability to get
employment in home
country
b Strong
academic staff
d Library
facilities
c Excellent
laboratory
facilities
e Worldwide
acceptable diploma
42
Chart 9 ―MU services
Interesting results gave to the researcher questions number 11 which shows that mostly
students got to know about MU from internet search engines and from relativeslsquo advice
Graph 5 ―Media channel of MU
Question number 12 and 13 give overall satisfaction level with MU Question number 12
has been adopted from theoretical part which asks whether student is ready to enter university
again if heshe would have the same opportunity Question number 13 is double-checking this
statement Results are showing that majority of respondents would enter MU again and they
are satisfied with overall MU educational service
Reasonable
accommodation
Exchange
programs
Number of
modules
Small class
sizes
Internship
possibility
Research
environment Faculty
43
Graph 6 ―Choosing MU
Graph 7 ―General satisfaction of MU
Although researcher might observe big quantity of students who are relactant to answer
Graph derived from question 12 shows that half of respondents do not have such a strong
feeling to reenter MU The same situation is in general satisfaction of MU where 38
remained neutral
The last two questions deal with second research question And here results are varied
Graph 8 derived from question 14 depicts that MU degree is not that helpful for getting the
job back in home country Only 23 answered that degree surely will help to get a high paid
44
position 38 replied as ―probably yes 35 answered as ―not sure and 4 answered
―probably not So around 61 of respondents feel positive about successful employment
back home the rest are not that confident
Graph 8 ―Employability element
Graph 9 ―Employability element second question
If respondents replied positively on 14th
question then they were asked to state the reason
for this As it can be seen above high standard European education is playing a key role for
successful employment Also the rest of options have high scores too
45
RESEARCH REPORT
In the purpose of survey it was essential to understand which of three elements in
marketing mix (―People ―Processes and ―Physical evidence) students rely more and
therefore less while choosing MU According to study made in South Africa by Jonathan Ivy
there are seven elements in marketing mix which all equally important for improving
company attractiveness in service business Researcher of this study picked three out of
seven because they more closely respond to actual service oriented company The rest four
elements (product price promotion place) were existing before as traditional marketing mix
for all types of businesses So the element ―Processes uncovers with questions number 4 and
6 From the graphs it is obvious that students are satisfied with this marketing mix This gives
university strong point in attracting students Call email handling Information system
functionality and other bureaucratic functions work sufficiently well 22 students rated
callemail handling as positive Usage and convenience of different MU functional processes
are also positively appreciated with 13 students for convenience and 15 for usefulness From
this data it can be clearly stated that students do rely on effective functions of MU
Element ―People is identified in questions 5 9 and 10 Question 5 gives information that
students do not mainly rely on ―People element while choosing MU 9 students did not
analyze any information about professionalism of university teaching staff Meanwhile the
main factor on what students pay attention is academic experience of teachers But answers
for the questions 9 and 10 gives a tendency that students do rate criteria ―Professionalism of
teachers high but actually they give lower score for this actual criteria in question number
10 In question number 5 students chose different aspects of professionalism of teachers as a
criteria to enter MU Total score for professionalism aspects is 4+4+5+10+4=27 Also in
question number 9 criteria ―strong academic staff accumulates 17 points (it is taken only 4
and 5 levels of importance) But in question number 10 only students give only ten points for
―faculty as a sufficient service provided by MU It can be assumed that students had higher
expectation before entering into university that they have got
Element ―Physical evidence is seen as not important for respondents Graph for question
number 7 shows that 69 of students did not check elements of ―Physical evidence Also
majority of students rate university facilities as ―Good with opportunity to select ―Excellent
46
status (in question number 8) On the other hand students rate university accommodation and
research environment as high enough (question number 10) It can be concluded that during
the process of choosing university students do not rely heavily on ―Physical evidence But
they did get reasonable service in ―Physical evidence while studying in MU
Second research question states ―Does the possibility of domestic market employability
after graduation plays the key role for choosing MU After analysis of relevant graphs and
tables it became clear that this factor (possibility to get employed) is very important for
students So question number 9 gets the highest score (16) for criteria in choosing MU ndash
―ability to get employment in home country and also high score for ―worldwide acceptable
diploma Even though students rate possibility to get employed as the highest criteria to
enter MU 39 of students are not sure or don not think they will obtain high paid job back
home Here is the point to work for MU administration Students rely on high standard
European education and English language education as a key criterion for being confident in
getting well paid job (question number 15)
The data analysis process constitutes the following
1 MU has convenient and useful bureaucratic functions which are considered as a strong
point in delivering knowledge without obstacles It is difficult to identify the level of
―processes in organization but some points can be highlighted in promotion materials It can
be description of functionality of Information System or description of easy courses
registration
2 Element ―People has deviation in what is expected and what is delivered Students
have a bit higher expectations on the level of teaching staff experience and competence It is
recommended to do a deeper research on the reasons for this deviation But for now it can be
decided to arrange seminars or trainings for teacher to improve their marketing knowledge
and explain commercial tendency in market of high education
3 University ―Physical evidence is has strong rate of sufficiency The only problem that
students do not feel need to pay attention on this element Here MU administration should put
accent on Including pictures of libraries with free Wi-fi canteens computer labs which have
good and pleasant conditions
4 The most important criteria for students to choose MU is high possibility to get
employed at home But this perspective lacks consistency because there is significant amount
of students who remain uncertain in the future employability This gap can be solved by
successful decision making of three elements above ―People ―Processes and ―Physical
47
evidence But it is recommended to conduct further survey questioning the reasons of
students` uncertainty in future employability Maybe the reason is not related to some weak
points in marketing mix but the problem in home countries itself (political instability
nepotism etc)
To sum up the general situation in four factors mentioned above ―processes should be
promoted to international students as a smooth tool in obtaining degree ―people should go
through training on how to deliver lecture in contemporary commercial world of high
education market ―physical evidence should be mentioned in promotion of MU ―student
employability will be interrelated with ―people plus MU has to install closer relationship
with international companies (internships provision seminars with company representatives
professional lectures from leading companies etc)
Secondary information has also a great help in increasing university attractiveness
Viral marketing can be applied to MU because question number 11 shows that internet search
engine is a key tool how students found about MU There is a video of experience Brno life
among Erasmus Students which can be remade as a good promotion video of student life on
campus For Masaryk University very effective tool will be Google Analytics giving a wide
scope of techniques on how to track differentiate and analyze visitors ―Google Analytics is
the enterprise-class web analytics solution that gives rich insights into the website traffic and
marketing effectiveness Powerful flexible and easy-to-use features now give opportunity to
see and analyze your traffic data in an entirely new way With Google Analytics it is easier to
write better-targeted ads strengthen marketing initiatives and create higher converting
websites (Google Analytics website)
In general MU marketing politics should involve techniques mentioned by Jarvis J in his
book ―What Would Google Do Companies must learn that they are better off when they
cede control to their customers Give us control we will use it and you will win
Also it is important to read blogs There are search engines for blogs like Technorati
Icerocket Google Bloglines Pub-sub where MU marketing officials can search for MU
discussion groups or some topics
MU officials should constantly maintain ―conversation with current students It is a good
idea to start communication with those bloggers who care enough to talk about MU products
and service and brand The least MU officials can do is engage them and join the
conversation Even further step can be done Ask consumers what they think MU
48
administration should do MU will end up with better products and do a better job selling
them to more satisfied customers who can even help each other if MU officials let them
Next it will be effective to start university blog where students openly and forthrightly
share the problems and the solutions as they occur There is no reason why a university dean
should not open a direct conversation with the public That will do more to change the
culturemdashto finally make it customer-focused and mean itmdashthan a dozen consultants a
hundred off- sites or a million ad impressions
During of development process of some programs or anything in university it is better to
involve students in this process also
The last but not the least is links on the website of MU There are three links on the ESF
faculty One of them is ―Review of economic perspectives ―call for papers and Citi Bank
banner There should be more links to Headhunters conferences industry associations
current job opportunities etc This gives website alive image and helpful time spending
49
CONCLUSION
This study has been conducted in favor of future Masaryk University prosperity in the
current commercial world Researcher had a strong motivation to give helpful secondary and
primary information which will foster university educational process in the frames of
contemporary world
Of course any research comes up with further recommendations to analyze questionable
matters in results obtained Researcher believes that this work is just another step to constant
need of self-improvement
Researcher advices to put more accent on IT support to promote university image and
therefore increate its attractiveness (Harry Hayward 2011) mentioned that 80 million hours
of video loaded to YouTube every minute So there is high potential for promotion Viral
video of MU will hit several aspects of university improvement brand product suite
differentiation lifestyle according to Dr DJToncich Apart of that it is recommended to
build system of values believes and attitudes among students and university staff and
promote this in the future According to Dr Mark Putman it is essential nowadays to educate
university staff about strategic role of marketing and branding Website analytics would be
useful for measurement and marketing analysis Search optimization engine is another tool on
how to maintain university webpage in the top 10 results in Google chrome or other web
search engines On YouTube there is option to post advertisement of a company only in the
videos which are related to the sphere of products or services company offer So MU might
sign a contract of including its advertisement on videos which has key words as ―education
―high ―in English etc
According to primary data obtained it is obvious that several aspects in MU marketing
mix do not match high criteria among students Once one factor ―People would be solved
through trainings and constant updating knowledge of personnel another interrelated problem
will be offset ndash ―Employability But there is no any research done on interdependence of
these two factors so for further analysis of situation another research should be taken The
main purpose of this research would be identification of cause and effect linkages between
50
―People ―Employability and other factors which influence studentslsquo ability to get high paid
job back home And there are a lot of those factors starting from political situation in the
country to the level of corruption and nepotism
MU has potential to improve its educational process as we do the students because we are
the main customers for our university But one thing should not be forgotten and it is
companies which have strong notion about reality in one or another specialization That is
why my last advice for Masaryk University is to appeal as a liaison entity between students
and companies
51
REFERENCES
Barabba Vincent P Zaltman Gerald 1991 ―Hearing the Voice of the Market Competitive
Advantage Through Creative Use of Market Information Chapter 5
Conway Tony Stephen Mackay David Yorke (1994) Strategic Planning in Higher
Education Who Are the Customers International Journal of Educational Management
Vol 8 Iss 6 pp29 ndash 36
Cooper Donald R Schindler Pamela S 2003 ―Business research methods 8th ed
Dillman Don A 2000 ―Mail and Internet Surveys The Tailored Design Method 2nd
Edition New York
Dekeba Alemayehu 2003 ―Basic of Marketing Research Methods
URL httpwwwglobuszcomebooksMarketingResearchindexhtm
Hemsley-Brown JV and Oplatka I2006 Universities in a competitive global marketplace
a systematic review of the literature on higher education marketinglsquo International Journal
of Public Sector Management Vol 19 No 4 pp 316-338
Harry Hayward ―The power of digital storytelling 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Hair Joseph F - Bush Robert P - Ortinau David J ―Marketing research within a changing
information environment 3rd ed2006
Hsuan-Fu Ho Chia-Chi Hung Marketing mix formulation for higher education An
integrated analysis employing analytic hierarchy process cluster analysis and
correspondence analysis International Journal of Educational Management Vol 2 Iss
4 2008
Jarowski Ajay K Kohli and Arvind Sahay 2000 ―Market ndash Driven Versus Driving
Markets Journal of the Academy of Marketing Science 45-54
Johnson Bob ―Mobile marketing in higher education getting ready for 1012 and beyond
2011
URLhttpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Jarvis J ―What Would Google Do Adobe Acrobat eBook Reader 2008
52
Jonathan Ivy A new higher education marketing mix the 7Ps for MBA marketing
International Journal of Educational Management Vol 22 Iss 4 2008
Kotler Philip Fox Karen FA 1985 Strategic Marketing for Educational Institutions
Mora Michaela ―What Is Statistical Significance 2011
URL httprelevantinsightscomtagsample-size
Nha Nguyen Gaston LeBlanc 2001 Image and Reputation of Higher Education Institutions
in Studentslsquo Retention Decisions International Journal of Educational Management
Vol 15 Iss 6
URL httpwwwemeraldinsightcomjournalshtmarticleid=838798amp
Oppenheim ldquoQuestionnaire Design Interviewing and Attitude Measurementrdquo 1992
Oud Jacqueline 2004 ―Market research versus marketing research
Pimpa Nattavud 2003 ―Internationalization and trade in higher education opportunities and
challenges
Putnam Mark ―Do you drive the agenda or go along for the ride 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Rakhee Vyas Anne L Souchon 2003 Symbolic Use of Export Information A
Multidisciplinary Approach to Conceptual Development and Key Consequences
International Marketing Review Vol 20 Iss 1 pp67 ndash 94
URL httpwwwemeraldinsightcomjournalshtmarticleid=855530
Rich Lyons ―Authentic branding how creating a school brand with culture and curriculum
just might help save us 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Robert S Michael ―Inquiry amp Scientific Method 2002
URL httpwwwindianaedu~educy520sec5982week_1inquiry_sci_method02pdf
Rodriguez G ―5 Questions to Help You Understand Your Customer 2004
URL httpwwwpowerhomebizcomvol146customerhtm
Sekaran Uma Bougie Johan Roger Gisbert2009 ―Research Methods for Business a Skill
Building Approach 5th ed
Singleton Royce A Jr and Bruce C Straits 1999 Approaches to Social Research (3rd
Edition) New York Oxford University Press
Smith Scott M Albaum Gerald S 2005 ―Fundamentals of Marketing Research
Snyder Bruce ―Maximizing the power of web analytics 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Toncich ―Study and Learning in the Australian University System
53
URL httpwwwdoctorteenetfilesunibook04_ppdf
WEBSITES
Experiment-Resourcescom ―Comparing Quantitative and Qualitative Research 2009
URL wwwexperiment-resourcescomquantitative-and-qualitative-researchhtml
Higher Education Marketing Company Canada
URL httpwwwhigher-education-marketingcomcontact
Google Analytics website
URL httpwwwgooglecomintlenanalytics
54
Appendix A Questionnaire
Dear respondent this questionnaire is created in terms of Master`s degree diploma thesis The main goal of
this survey is to improve Masaryk University attractiveness by deriving the reasons for choosing Masaryk
University in obtaining a degree The answers will be kept as confidential and would not be used in any
other purposes other than for this research If you would have any questions regarding the results of this
survey please contact me
Ilya Shaiderov (380502mailmunicz)
Thank you for your cooperation
1 Are you a current or prospective student ____________________
2 What specialization you are obtaining or intend to obtain in MU ____________________
3 Please specify your country of origin ____________________
4 Please rate the level of handling your first phone callemail inquiry by MU staff (only if it is
applicable to your case)
1 2 3 4 5
5 While considering MU as an option to study what criteria did (do) you analyze to check
professionalism of university teaching staff (you may choose several options)
a Number of courses teachers offer
b Quantity of publication of teachers
c Work experience in business sphere
d Academic Experience
e Professional title in business
f I didn`t analyze any information about academic staff in MU
No response
Insufficient response
Sufficient enough
Completely sufficient with additional information
Completely sufficient
55
6 (Only for current students) Could you characterize the process of courses registration usage of IS
system and other administrative and bureaucratic functions of university (please choose one in each
scale)
Convenience
1 2 3 4 5
Usage
1 2 3 4 5
7 (For both current and prospective students) While choosing MU did (do) you check quantity of
books in university library accessibility of electronic databases new editions of study materials
overall quality of library
Yes
No
8 (Only for current students) Please rate MU facilities (buildings classrooms computer labs etc) on
the matter of ―comfortability
1 2 3 4 5
Excellent Good Sufficient Not enough Bad
Completely Convenient
Rather Convenient
Convenient Rather Inconvenient
Completely Inconvenient
Completely Useful
Rather Useful
Useful Rather Useless
Completely Useless
56
9 (For both current and prospective students) How do you rate the following factors as criteria for
choosing MU (1- least important 5 ndash most important)
a Ability to get employment in home country
b Strong academic staff
c Excellent laboratory facilities
d Library facilities
e Worldwide acceptable diploma
10 Please choose (mark ―V) services that MU sufficiently provides to you as a student (in case you
are prospective student - should be provided)
___ Reasonable accommodation (covered by student)
___ The number of modules in the degree and big variety of elective courses
___ Student exchange programs
___ Research environment (sufficient up to date study materials computer labs laboratories etc)
___ Small class sizes
___ Internship possibility
___ Faculty (profound selection of PhD and profession specialists)
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
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m
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57
11 From what source you first found out about Masaryk University
a Website search engine
b Advice of friends parents etc
c TV
d Newspaper please specify____________
e Journals please specify____________
f Billboards
g Website banners please specify website_______________
h Other source__________________________
12 (Only for current students) If you had do it over again would you still choose MU If not please
specify why
a Yes
b Not sure
c Probably would
d Probably would not (please specify why)
__________________________________________________________________________________
__________________________________________________________________________________
________________________________________________________________
13 (Only for current students) Please describe your level of general satisfaction with university
a Not satisfied at all
b Neutral
c Satisfied
d Very satisfied
58
14 (For both current and prospective students) Do you think MU degree will help you to get above
average salary in your home country
a No b Probably not c Not sure d Probably yes c Yes
15 If you think that MU degree helps to get well paid job in your home country what might be
reasons for that (more than one reason can be selected)
a High standard European education d Possibility to pass internship in Europe
b Degree specialization choice e Other_________________________
c Education in English language
16
have time now to answer questions or would you rather set a time when I could contact you
again
Second problem is perceived loss of prestige Some questions might influence prestige of
respondent and then he tends to answer in a way not to lose his prestige which leads to
inaccurate answer Examples of areas which involve prestige level is age income educational
level and job position The main key to solution of this problem is to ask for information
twice in different ways
Third area of questions that might bring to unwillingness to respond is invasion of privacy
If questions touch private information about respondent inaccuracy and nonresponse take
place Such area includes questions about family matters income and money attitude finance
respondent hygiene political views religion and etc In this case indirect questions can help
or in case of direct questions still have to placed they should be included in the end of
questionnaire (Smith Albaum 2005)
18 Ambiguity
Ambiguity is considered as errors in constructing written and oral words or behavior
Inaccuracy errors occur during the formulation of information whereas ambiguity errors
happen during transfer of information through communication or observation Unambiguous
situation is the one where researcher asks question and respondent answer based on the same
meaning of words In this case two phase process takes place When question interpreted by
respondent has the same meaning as it is in interpretation of researcher And answer by
respondent is understood the same way as by researcher (Smith Albaum 2005)
―The language of the questionnaire should approximate the level of understanding of the
respondents The choice of words will depend on their educational level the usage of terms
and idioms in the culture and the frames of reference of the respondents If some questions
are either not understood or are interpreted differently by the respondent the researcher will
obtain the wrong answers to the questions and responses will thus be biased Hence the
questions asked the language used and the wording should be appropriate to tap respondents`
attitudes perceptions and feelings (Sekaran Bougie 2009)
Also implicature is an issue related to ambiguity when researcher is using elliptical
sentences (starting with ―Why ―What ―How) and respondent fill in the missing content
17
by herself In standardized interviews respondent should interpret questions as he can which
leads to miscommunication and wrong results So conversational interviewing is when
researcher is trying to explain the meaning of question and not influence the answer (Smith
Albaum 2005) Interview refers to qualitative method to obtain data this study has
quantitative research so it becomes crucial to construct clear and concise questions For this
purpose there will be pretest of questionnaire research by giving out it to my friends and get
feedback Another way to track understanding level of respondent is to set sub questions in
questions which contain highest probability to mislead respondent By simply asking the level
of question comprehension (good or fair) researcher can identify the level of ambiguity in
answers and track those answers which are answered with ―good level of understanding
Question form and question wording has certain relationship to ambiguity
There are four questionanswer types
1 Free answer (open-ended text)
2 Dichotomous and multiple choice answers (select k of n)
3 Rank order answers
4 Constant sum answers
1 Free answer questions imply that respondent will give full answer to the question in his
own words This type of questions require respondent to have ability to express completely
and concisely That is why free answers have great extent of ambiguity during interpretation
process
2 Dichotomous and multiple choice answers are the most common in questionnaires
development General form for both of these answer types is selection of ―k optional answers
out of ―n available ―Select exactly 1 of n Answers is one of such type of answers This is
simple form where k=1 and n is up to researcher desire In dichotomous question options (n
values) range into two extremes (―Yes ―No ―In favor ―Not in favor ―BuyDo not buy
etc) Multiple choice answers are just an extension of dichotomous questions Multiple choice
questions may require selection of several ―k out of ―n possible answers or selection
unlimited amount of ―k answers out of given ―n options
3 Rank order answers allow to put gradation to answer options This type of answers
characterizes data on the most prevailing option and the one which has the least importance to
18
respondent Typical questions can include determining ranking of preferences first to last
most current to least current and etc The most common bias here is that first optional answer
in the question has more chances to be selected Also tied rankings may cause another
problem of data weakening When it is allowed to rank several answer options into one
ranking level it is impossible to determine results out of this answer For the efficiency
purposes maximum of answer options given in rank order questions vary from five to seven
If it is more than seven it is hard for respondent to identify clearly the right ranking order
4 Constant sum question is the form of ranking using allocation of one hundred percent to
the options containing reasons for the statement asked It can be options for the reasons of
company product purchase (Smith Albaum 2005)
Also to create a good questionnaire researcher should include ―positively and negatively
worded questions Instead of developing all questions positively it is better to mix them with
negatively worded questions to reduce the probability of mechanical filling the questionnaire
by respondent ―A respondent who is not particularly interested in completing the
questionnaire is more likely to stay involved and remain alert while answering the questions
when positively and negatively worded questions are interspersed in it For instance if the
respondent has circled 5 for a positively worded question such as ―I feel I have been able to
accomplish a number of different things in my job he cannot circle number 5 again to the
negatively worded question ―I do not feel I am very effective in my job hellip The use of
double negatives and excessive use of the words ―not and ―onl should be avoided in
negatively worded questions because they tend to confuse respondents (Sekaran Bougie
2009)
19 Hints to improve quality of questionnaire
A Neutrality and don`t know or no opinion
It is an option given to respondent to remain neutral to the question provided Once third
option is included researcher does not force respondent to answer and it makes questionnaire
more polite to respondent Based on the nature of the question researcher may include such
options like ―don`t know ―no opinion or ―not applicable ―Don`t know might be
attributed to question dealing with some facts whereas ―no opinion can be attributed to a
19
certain attitude of respondent If such type of option will be included it is important to
increase sample size because of increased probability for respondent to choose neutral answer
B Dichotomous questions
It is the easiest type of questions for respondents It is considered as a question with
average probability for being ambiguous But it has the lowest probability of being ambiguous
among free-answer questions and multiple-choice questions
C Multiple choice questions
The researcher has two options if she wants more detailed information in a certain
question It is to create multiple choice question or free-answer question Usually multiple
choice questions are more complex and longer than the other two (dichotomous and free-
answer) Ambiguity in such type of questions derives from inability to formulate mutually
exclusive alternatives Another reason for ambiguity is limitation of the chosen answer
Respondent should select only one option which most widely answers the question For this
reason researcher may offer to select as many options as respondent wishes There is a table
below which shows relative probability of ambiguity related to form of question
Table 1 ―Form of Question and Relative Probability of Ambiguity (Smith Albaum 2005)
D Question wording
Selection of right words plays important role in questions development So in wording
choose researcher should be extremely careful Ambiguity in wording has several sources
Question length
Respondent unfamiliarity with some words
Relative Probability of Ambiguity
Form of Question Question Answer
Free-answer Lowest Highest
Dichotomous Average Lowest
Multiple-choice Highest Average
20
Ambiguity of context
Two questions included in one sentence
Too broad questions
If questions are too long this will confuse respondent and affect data accuracy For this
reason researcher should keep questions concise and clear If some words in question are
unfamiliar to the respondent this will also lead to confusion and inability to provide right
information So in case of scientific wording in questionnaire and non-homogeneous
backgrounds of respondents low level of vocabulary should be used Also researcher should
verify whether questions imply only one matter in order not to mislead respondent Questions
that lack specificity should also be avoided Those questions are developed with general
words like ―how often for example
In general researcher must provide alternative question wording pretesting and
verification by observation In alternative question wording first have of sample group may
get options in one order and the second one in reverse order Once questionnaire is ready
pretesting is another good way to decrease ambiguity Only one concern here is to choose
relatively the same group of respondents as it will be in the real research By close
communication with respondent in pretesting step researcher can determine some troubles
misunderstandings arose during this step And last advice is verification by observation
Researcher can (where it is possible) verify answers of respondents by observing their actions
related to questions answered It is not the easy activity so only those questions will be
verified where it is possible to do so (Oppenheim 1992)
110 Sampling procedures in Marketing Research
―Sampling is a selection of small number elements from a larger defined target group of
elements and expecting that the information gathered from the small group will allow
judgments to be made about the larger group The main idea of sampling is that a decision is
based on the assumption that the smaller portion or sample is representative of the larger
population (Hair Bush Ortinau 2006)
There should be a strict order in defining sample for research
21
Chart 1 ―Defining Sample
Sampling procedure starts with defining of population Population is amount of units
(individuals legal entities households) which has one or more similar feature among each
other In order to specify population researcher should answer such questions as what kind of
units (elements of analysis) to be included where they reside or their origin and when
(dimension of units in terms of timeframe) Population should be defined as precisely as
possible At the moment of finalizing population definition investigator decides whether it is
necessary to investigate the whole amount of population (census) or a part of it (sample) The
choice depends on the size of population If the size of population is small census can be an
optimal option otherwise should be created sample
Sample design includes type of sample sampling unit and sample frame Majority of
samples are selected by choice of investigator as non-probabilistic method Where
investigator selects elements of sample in terms of convenience availability and own
judgment Researcher uses table or any other random selective device for the probable
method (Smith Albaum 2005)
Define population
Sample design
Sample size
Estimate costs of sampling
Census vs Sample
Execute sampling process
22
―Sampling unit is the basis of the actual sampling procedure It is that segment of the
population actually chosen by the sampling process The sampling unit may contain one or
more population elements That is these units may be individual elements or aggregates of
individual elements (Smith Albaum 2005)
Sample frame is considered as a list of elements of the population For instance it can be
list of characteristics of elements which are expected to pass the interview or fill out
questionnaire In a perfect case sample frame should determine each population element once
and should not include those elements which are not in the population criteria There several
options below of inaccurate sample framing process
Chart 2 ―Sample Framing Processes
A Incomplete
Sampling frame
B Too Comprehensive
C Combination
Sampling frame Population
Sampling frame Population
Population
23
There is also set of questions to ask during generation of sampling list
Does the list contain everyone in the survey population
Does the list include names of people who are not in the study population
How is the list maintained and updated
Are the same sample units included on the list more than once
Does the list contain other information that can be used to improve the survey
(Dillman 2000)
There are four traditional approaches for the determining sample size
1 Arbitrarily or judgmentally determined
2 Minimum cell size in analysis
3 Based on budget
There are two types of costs in sampling process fixed and variable Fixed costs are those
which are determined and constant Variable costs depend on the volume of study being
conducted The dashed line in the upper graph shows interrelation between costs and sample
design If costs are too high researcher reconsiders sample design or sample size
The last step is actual choice of sample There are two main criteria for this process
sample must be adequate and representative For the sample being representative means that it
reflects overall characteristics of the whole population Adequacy is sought in sufficient
amount of elements selected to provide stable results Also there are two types of sampling
designs probability and non-probability samples Non-probability sampling differs from
probability sampling on the basis that in non-probability sampling the sample elements do
not have a known nonzero chance of being selected for the sample In probability sampling
each element has a known and equal probability of selection This study incorporates
probability design because there are no any predisposed respondents (Smith Albaum 2005)
111 Editing Coding and Descriptive Analysis
―Completed questionnaires or other measurement instruments must be edited coded
entered into a data set for processing by computer and carefully analyzed before their
complete meanings and implications can be understood (Smith Albaum 2005)
24
The main reason for this process is converting data obtained into information which will
provide inferences and answers to research question A certain sequence is needed to perform
successful data analysis In short there should be definition of response categories at first
then editing and coding and at last tabulation All these three steps will be implemented in the
practical part
112 Research Errors
In any research errors will occur so management of errors must apply Errors can arise in
any stage of marketing process from problem formulation to report development It is a goal
of investigator to minimize those errors The value of total error is comprised of sampling
error plus non-sampling error Sampling error (usually called as random sampling error) is the
difference between planned sample and the list of interviewees it is formed Non-sampling
errors are those which are not related to the sample itself Usually non-sampling errors related
to sort of bias as the difference between the true value of that which is being measured and the
average value derived from a number of independent measurements of it There are eight
major types of errors
Population specification ndash difference between required population and population
chosen When researcher chooses inappropriate population for the data collection
Sampling difference between required sample and the one that has been selected
When sample does not represent the population selected by using probability sampling
method
Selection error usually occurs when researcher pick up respondents whom she knows
who is more pleasant in general who is easily reached This tendency deviates real
population selected
Frame error Sample frame is a set of representatives of population who relate to
required sample The frame error occurs when elements which are not in the sample
group are investigated
Nonresponse error occurs when all members of the sample cannot be reached or they
refuse to respond
Surrogate information error occurs when investigator is unable to obtain responses and
replace it with proxy answers leading to surrogate information
25
Measurement error occurs in several stages of research transmittal response analysis
In general researcher represents information that he wants rather the real one
Experimental error When investigator is measuring the influence of independent
variables on dependent one while controlling extraneous variables (Smith Albaum
2005)
2 PRACTICAL PART
21 Marketing Research Process Applied
For this study it has been identified that the problem of current situation in MU is its
inability to attract more international students
Problem Formulation Prospective students do not choose MU for degree obtainment
Research goal To identify ways on how to increase studentslsquo inflow into MU by means of
detecting general preferences of MU customers (prospective students and current students)
Research questions
Based on the study of 7P approach made by Jonathan Ivy one research question arises
1 On what element of marketing mix students relied more when choosing MU ―People
―Physical evidence or ―Processes
From another study made by Hsuan-Fu Ho and Chia-Chi Hung second research question
arises
2 Does the possibility of domestic market employability after graduation plays the key role
for choosing MU
26
Method of Inquiry
As been mentioned in the theoretical part the first step in method of inquiry is observation
and description of a phenomenon or a group of related phenomena This step is known for its
qualitative methods of applicability
Have been studying for almost two years in MU and communicating with dozens of
international students I found several aspects to consider for MU attractiveness improvement
Students who stay longer than a semester differ from those who came just for one semester
under Erasmus exchange program This research deals with the first category of students and
for them it is important to have more frequent university-student correspondence Keeping the
fact that education process in Masaryk university different and complicated in terms of
Information Technology (student information system is very confusing with no English
version of some pages) there should be prepared an orientation seminars on how to effectively
use all university premises and surrounding city facilities It can be easily done with the help
of International Students Club which has excellent image among such clubs in Europe There
is orientation week for students but from the students point of view is more prepared to make
things done (like ISIC card issue register to information system) rather than providing
students with tools on how to achieve what they need to This can easily be done by
information system additional applications of city university map student forums and
discussion groups The information system should be done in more client friendly way with
good English translation of the web pages
This work would not include any hypothesis because of the chosen research design ndash
explorative
Research Methodology
In this will be applied nonexperimental method because of objectivity purposes There is
high risk of mislead and misinterpretation to the respondent which will affect the survey
results
Question number 1 2 3 in the survey (can be found in appendix of this work) was
included for the reason to find additional information from prospective students who intend to
continue their study Question number 11 gives idea on the effective media channel that
students got information from Question number 12 and 13 will help to summarize general
student opinion on MU and find some deviations from the rest of the questions
27
Below are the questions in the survey which relate to research question number 1 ―On what
element of marketing mix students relied more when choosing MU ―People ―Physical
evidence or ―Processes
Question number 4 6 7 was adopted from literature source (Jonathan Ivy 2008) of
theoretical part This question identifies the level of ―Processes element of marketing mix
Question number 5 based on the same literature source was adopted to verify another element
of marketing mix ndash ―People Question 8 uncovers the level of third element ―Physical
evidence Question number 10 encompasses all three elements to double check the main
criteria that students choose or consider MU to study
Below are questions in the survey which relate to research question number 2 ―Does the
possibility of domestic market employability after graduation plays the key role for choosing
MU
Questions number 14 and 15 will help to identify the level of studentslsquo motivation to enter
MU for the reason of higher chance of employability after graduation These questions were
adopted from literature source provided by Hsuan-Fu Ho and Chia-Chi Hung
Question number 9 relates to both research questions because it covers the scale of
significant factors that might affect student to choose MU
Research Design
The study entitled ―Quantitative Marketing Research attempts to accumulate the sequence
of procedures to conduct successful marketing research It has been chosen to use quantitative
research for the reason that study aims to find out the answer of a research questions through
numerical evidence This method enables researcher to gather existing information and data
regarding interrelationship between low rate of students registration to MU The study will
help to answer on two research questions posed in this work
Selection of data collection techniques
The study incorporates two techniques of data collection secondary and primary
collection Secondary information reveals current situation of HE marketing worldwide and
primary information helps to find the match up for solution of MU problem and secondary
information findings
28
Sample design
Researcher uses probability sample design with quantity of respondents equal to 26
Data collection
For study purposes data will be collected by giving out questionnaires to current and
prospective students who study or intend to study in English in MU Hard copy questionnaires
will be collected after respondents finish answering them Total collected questionnaires
amount to 26
Research errors
Population Specification error is mastered by questioning potential respondent whether
shehe studies in English Sampling difference researcher will overcome by keeping the
highest level of variety of respondents (by country of origin) Selection error is out of the
matter because researcher is not introduced to the majority of students studying in English
Nonresponse error may occur for the further purposes of the research respondents would be
asked the reasons for rejecting to fill out questionnaire The same procedure is for the
surrogate information ndash if researcher will not be able to get answers from respondents they
will be asked about the reason of rejection
22 Analysis and interpretation of data
Secondary and Primary data is analyzed and interpreted in section 23 and 24 below
23 Secondary data
Marketing communication of universities
As has been mentioned previously in this work the best option to collect relevant primary
data is to rely first on secondary information and then delve down in certain aspects by
collecting primary information In this item it will be explained what has been done in
marketing communication of universities around the world This part will also cover the
question of what communication strategies and tools the international universities use to
attract their students
29
From the first finding to start universities all over the world practicing advertising
campaigns with such words as ―Internationally renowned Award winning Prestigious
Proud history Career oriented etc But not all the time these sparkling words are real truth
―Does it actually matter whether a university has ―tradition if its current practice is poor
Does it matter if a university is ―internationally renowned if the particular course that is
being considered is known to be badly operated by local standards Does it really matter if a
university has ―a proud history if the present isnlsquot very good (Dr DJ Toncich2008)
Australian professor Dr DJ Toncich in 2008 published a book ―Study and Learning in
the Australian University System where he clearly stated various forms of
Marketing in universities of Australia ―The most common example of universities selling the
sizzle rather than the sausage appears in areas such as science engineering and architecture
where potential students are bombarded with glamorous images of spacecraft sky-scraper
buildings nuclear reactors and so on There are different ways how universities attract their
students There is a table provided by Dr DJ Toncich which explains the ways on how to
promote different parts of university image
Table 2 ―Ways on how to promote elements of university image
30
A ―Tool is a part of company (university in this case) image which should be promoted
And ―Vehicle is the way part of the image can be promoted ―Some key points to note are
that the mass media outlets (newspaper television and radio) having the broadest audience
are generally reserved for ―big picture marketing including the universitylsquos brand and
confidencereinforcement strategies Self-evidently promoting to the broadest audience is the
most costly way of getting a message out so the message needs to be simple and clear The
more specialized the audience however the more detailed the information ndash for example
university course guides and handbooks have the most specific audience and subsequently
the highest level of information density In these vehicles there is generally less content
related to the big picture issues of confidence and brand (Dr DJ Toncich 2008)
Nguyen amp Le Blanc (2001) focused on the image and reputation of the institution and
referred to the crucial role these factors played in the development of market positioning ndash
they drew on the well established concepts and theories in business sector marketing for their
study Bonsardi amp Ekwulugo (2003) who claimed that ―a centrally important principle of
marketing is that all marketing activities should be geared towards the customer also relied
on the literature used in business sector marketing and applied it to the context of higher
education
Branding is important for university to stand out in the market In ―ConnectEd
Symposium for the marketing of Higher Education (Chicago November 2011) Rich Lyons
(Dean Haas School of Business University of California Berkley) argued that
―What passes for branding in higher education is often nothing more than a catchy slogan
and logo Branding projects in universities sometimes evoke hostility indifference or bothmdash
or raise the question of why a good school would need to be so concerned about its image that
it would resort to ―corporate measures But when branding reaches deep to magnify a
schoollsquos differentiation and its core essence the result can be a powerful boost on multiple
dimensionsmdashstudent recruitment alumni interest fund raising media interest and so on And
it can resonate with key audiences emotionally to align what the school does with their
passion to change the world Dean Rich Lyons has led the Haas School of Business at UC
Berkeley in branding the school based on codifying its distinctive culture driving that culture
through its business processes and reforming its curriculum to produce a particular type of
leadermdasha path-bending leader The process is lengthy difficult and risks are high Learn why
the rewards of an authentic brand are worth the effort
31
According to this speech strong brand is coming from the culture of interaction among
students and all university staff Mainly students and professors should clearly understand
what matters mostly attracted them in chosen university (values believes attitudes etc should
match up with student`s)
Another aspect for university marketing start up procedure is reposition communications
as a strategic function in a more proactive attitude This matter has been covered by Dr Mark
Putnam President Central College IA in his article ―Do you drive the agenda or go along for
the ride In this article author ―sought to change the view of the marketing and
communications team from customer service providers to strategists He set a good example
with presidential blog using it to elevate the level of discourse at Central Putnam has a track
record for this kind of change management As senior vice president at Northeastern
University (Boston) he worked with the communications team to educate the university about
the strategic role of marketing and branding He comes by this perspective naturally (Dr
Mark Putnam 2011)
To improve university technical tools in attracting students mobile marketing is a great
way ―Mobile marketing brings challenges and opportunities to higher education when scarce
resources limit the ability to add new technologies and techniques to communication plans
We examine the mobile marketing landscape in search of whats most relevant to higher
education today with special attention to student recruitment and brand strength Areas
covered include site design for best task completion writing right for mobile sites monitoring
web analytics and integrating with traditional and social media websites (Bob Johnson
2011)
Another technical tool is digital video clips ―Video in its many forms is becoming a
major factor in our collective lives (80 million hours of video loaded to YouTube every
minute for example) As digital storytelling it is also being used in a variety of ways to build
brand equity with internal and external audiences Outcomes will be a better awareness of the
current trends in using video as a brand building tool and a field guide for teaching others
within the organization to make powerful digital stories Im currently using the workshop at
the UW to train students who will study abroad to make and distribute good quality video
about their experiences (Harry Hayward 2011) In case of brand building using video
assistance viral marketing campaign might work And the last idea which will increase
university profit is web site analytics ―The website is not only a conduit for most of your
marketing efforts todaymdashitlsquos also an incredible tool for measurement and marketing analysis
32
With web analytics you can better quantify the impact of your marketing campaigns improve
the effectiveness of your website segment visitors for micro-marketing efforts and generate
valuable marketing intelligence (Bruce Snyder 2011)
Marketing is the process of customer identification (needs views preferences financial
possibility to buy certain product) This task will be done through primary information
analysis Another task in marketing is development of ―analytics-driven approach to help to
reach a targeted student through search engines mobile smartphones text messaging email
newsletters and social media (Higher Education Marketing Company) This company has a
straight and logic view on marketing process in university which provides a wide scope of
services Google Analytics Search Engine Optimization Pay Per Click Marketing Social
Media Marketing Google Maps amp Local Search Web Design amp Development Mobile
Marketing Short Message Service (SMS) Another very effective tool is SEO (search engine
optimization) which allows embedding into the company website option for the most
important (most likely needed) words phrases while creating company web pages This set of
words with high possibility that potential customer will dial up will give opportunity for the
company website to pop up in the top list of the search engine (Google chrome yahoo etc)
Under research problem ndash low enrollment of students the researcher should look for the
findings of other studies relevant to this study problem The questions to start with are ―What
factors in university marketing practices are missing to achieve constant enrollment growth
―Is there any interrelationship of those factors and university attractiveness growth
One of the studies has been conducted among students registered state subsidized
universities in South Africa The purpose of this paper was to present a new marketing mix
based on MBA studentslsquo attitudes and opinions towards the marketing initiatives of business
schools in South Africa The findings of this study revealed showed seven quite distinct
underlying factors in the marketing activities of these business schools some covering the
same elements of the traditional marketing mix people promotion and price There were
however four different elements programme prominence prospectus and premiums ―The
marketing mix is a set of controllable marketing tools that an institution uses to produce the
response it wants from its various target markets It consists of everything that the university
can do to influence the demand for the services that its offers Tangible products have
traditionally used a 4Ps model the services sector on the other hand uses a 7P approach in
order to satisfy the needs of the service providerlsquos customers product price place
promotion people physical facilities and processes The product is what is being sold It is
33
more than a simple set of tangible features it is a complex bundle of benefits that satisfy
customer needs The price element of the services marketing mix is dominated by what is
being charged for the degree or tuition fees that are required to enroll at the university Place
is the distribution method that the university adopts to provide the tuition to its market in a
manner that meets if not exceeds student expectations Promotion encompasses all the tools
that universities can use to provide the market with information on its offerings advertising
publicity public relations and sales promotional efforts (Jonathan Ivy 2008) This traditional
model encompasses tools which deal with tangible products In case of university it provides
intangible product which needs more tools for promotion Fifth tool is people who are
considered as a staff in university (academic administrative and support staff) To have a
prominent image university should have teaching staff reputations PhD holders Professorial
title holders Also administrative staff can also play an important role to attain prospective
students by simply providing professional phone call inquiry
The newest addition to the marketing mix is physical evidence and processes Physical
evidence is attributed to internal and external appearance of the entity (from teaching
materials to facade of the building and lecture rooms) ―Processes are all the administrative
and bureaucratic functions of the university from the handling of enquiries to registration
from course evaluation to examinations from result dissemination to graduation to name but
a few During the period that the student is registered processes need to be set in motion to
ensure that the student registers for the correct courses has marks or grades correctly
calculated and entered against the studentlsquos name and is ultimately awarded the correct
qualification While this might seem quite straight forward there are numerous other
processes that need to be implemented concurrently (with the finance system
accommodation time tabling and the library) to ensure the highest level of student
satisfaction The findings of this research suggest that the traditional 4- 5- and indeed 7P
marketing services marketing mix may not be the best way to approach the marketing of
MBA programs in South Africa Using principal components factor analysis on 25 commonly
used marketing tools indicates that four new distinctive and independent elements exist along
with three elements from the traditional marketing mix (Jonathan Ivy 2008) The most
important element from the marketing mix was ―program element (the range of electives in
the degree choice of majors) The second was ―prominence of the degree (academic staff
reputations position on league tables or MBA reviews in the popular press) The traditional
promotions element of the marketing mix was split into two areas standard mass media
34
advertising and hard copy promotional materials such as the university prospectus and direct
mail posted to prospective students called ―prospectus in the MBA marketing mix The
price element is dominated by flexible payment of tuition fees which means that students are
price sensitive and looking for payment flexibility The people element has had a small
modification with face-to-face teaching being included along with personal contact with
graduates and open day attendance The final element of the new marketing mix is called
premiums This is a diverse element of the mix which included accommodation the number
of modules in the degree student exchange programmes university computer facilities and
class sizes While this element was considered the least important of the marketing tools not
offering some of these items could seriously damage the recruitment prospects of a business
school Indeed some items would be considered a standard offering of a university and
expected by a student without further consideration or evaluation (Jonathan Ivy 2008)
So from this study researcher may answer on the posed questions before There is indeed
some other factors out of the standard marketing mix which in this case (higher education
marketing) play a key role In order to finally apply those factors into the practical
implementation researcher should check whether all of those factors remain important for
MU For this purpose primary data should be collected by creating questionnaire which
includes new marketing mix tools
Another study conducted in the realm of marketing communications in Taiwan includes
other findings The purpose of this study was to examine how a graduate institute at National
Chiayi University (NCYU) by using a model that integrates analytic hierarchy process
cluster analysis and correspondence analysis can develop effective marketing strategies
This research revealed that even though universities and colleges in Taiwan have
increasingly realized the importance of having sound marketing strategies to stay competitive
they have concentrated their marketing strategies on promotion ndash advertising tuition
reduction scholarships etc This trend has often obscured the fact that marketing should be
based on customer needs with better efforts made to fulfill these needs Although market
segmentation and positioning enable marketers and institutional planners in higher education
to understand customer needs and to visualize institutional advantages in relation to their
competitorslsquo positions these are relatively new endeavors in educational marketing in
Taiwan
The results display that the five most important factors for studentslsquo school selection
were employability curriculum academic reputation faculty and research environment
35
Students perceived NCYU to be strongly associated with lower tuition fewer entrance-exam
subjects lower entrance-exam pass rates and easier graduation requirements (Hsuan-Fu Ho
Chia-Chi Hung 2008)
In order to verify whether such criteria are also indisputable preconditions for choosing
MU as a potential tertiary institution they should be included into the study questionnaire
As we can see that in secondary information there are many ways on how to improve
university standing and how to reach a customer But this information does not give us the
picture of Masaryk University customer why she chose MU what were the preferences to
choose it where she first time got to know about it and etc That is why for this part ndash to get
the picture of MU customer from primary data collection and then apply appropriate tools that
have been mentioned before would be a good combination for a successful marketing
campaign
24 Primary data
For the purpose of this study ndash increase MU attractiveness primary data has been
collected Researcher developed questionnaire which consists of 15 questions and randomly
gave out to international students The main goal of this questionnaire is to answer two
research questions set by researcher
1 On what element of marketing mix students relied more when choosing MU ―People
―Physical evidence or ―Processes
2 Does the possibility of domestic market employability after graduation plays the key role
for choosing MU
These two research questions will help to get a clue on how specifically to improve
attractiveness of MU
Data is analyzed by using excel Microsoft office application with support of various graphs
and tables It has been calculated that majority of respondents are current students in MU
which gives more in depth data describing university attractiveness
36
Graph 1 ―Identification of students` status
It is 62 of respondents stated that they are currently study in MU This will bring more in
depth data from the survey
Specializations have wider split up with two major elements Informatics and Medicine
amount to 32 and 27 accordingly Unfortunately there are no any students from sport
faculty As it has been mentioned respondents were chosen randomly so it can be obvious
that there is big amount of students studying or intend to study medicine and informatics
Graph 2 ―Identification variability of specializations
37
Country of origin table shows that students from Slovakia have majority Probably
because of country and national closeness to Czech Republic The second biggest majority is
students from United Kindom after them students from Russia and Hungary
Graph 3 ―Country of origin split up
Question number 4 relates to first research question (On what element of marketing mix
students relied more when choosing MU ―People ―Physical evidence or ―Processes)
which specifies the level of ―Process element in MU In general the level of handling phone
callemail is acceptable with 14 respondents answered as completely sufficient or completely
sufficient with additional information This shows that majority of students are satisfied with
first impression of contacting MU
38
Chart 3 ―Level of handling callemail inquiry
Question number 5 explains another element in first research question which is ―People It
is evident that for majority of students academic experience is the most important to know
about professors professionalism But it is also a big quantity of those who did not analyze
any information Five students responded that work experience in business sphere is a key
criteria to choose MU
Chart 4 ―Criteria for identifying professionalism of university teaching staff
The ―Process element is evaluated in question number six which explains the level of
administrative and bureaucratic functions in MU on the matter of convenience and usage
Number of courses
teachers offer
Quantity of
publication of
teachers
Work experience
in business sphere Academic
Experience Professional
title in
business
I didn`t analyze
any information
about academic
staff in MU
39
Chart 5 ―Convenience
On the chart it is shown that students rate these functions as convenient with only several
students who perceive it as rather inconvenient On the ―Usage chart it has also positive
trend representing that MU administrative and bureaucratic process is highly useful
Chart 6 ―Usage
Question number seven explains third element ―Physical evidence In graph below it is
obvious that majority of students do not check this element while choosing MU
40
Graph 4 ―Identification of processes element
69 replied negatively and 31 positively which means that this factor does not play a
key role in selecting university Majority of students rate MU facilities as comfortable It is
shown in the table below that eleven students rate facilities as good
Chart 7 ―Identification of physical evidence element
Question number nine encompasses several criteria which were taken from two elements of
marketing mix ―People and ―Physical evidence and some were not from this marketing
mix like ―ability to get employment in home country ―worldwide acceptable diploma
These two factors were taken from the second research question ―Does the possibility of
41
domestic market employability after graduation plays the key role for choosing MU Results
showed that students highly value ―ability to get employment in home country (16
respondents gave highest score) Also highly rated MU diploma as worldwide acceptable (15
respondents gave the highest score) Also for respondents it is important (with lower grading
score ndash ―4) ―Strong academic staff and ―Excellent laboratory facilities
Chart 8 ―MU criteria
Question number 10 includes set of common services that university provides to students
This question helps to understand what services MU provides sufficiently to students Results
showed that sufficient services that MU provides are almost all which have been mentioned in
the options list Only ―Small class sizes do not meet big majority expectations
a Ability to get
employment in home
country
b Strong
academic staff
d Library
facilities
c Excellent
laboratory
facilities
e Worldwide
acceptable diploma
42
Chart 9 ―MU services
Interesting results gave to the researcher questions number 11 which shows that mostly
students got to know about MU from internet search engines and from relativeslsquo advice
Graph 5 ―Media channel of MU
Question number 12 and 13 give overall satisfaction level with MU Question number 12
has been adopted from theoretical part which asks whether student is ready to enter university
again if heshe would have the same opportunity Question number 13 is double-checking this
statement Results are showing that majority of respondents would enter MU again and they
are satisfied with overall MU educational service
Reasonable
accommodation
Exchange
programs
Number of
modules
Small class
sizes
Internship
possibility
Research
environment Faculty
43
Graph 6 ―Choosing MU
Graph 7 ―General satisfaction of MU
Although researcher might observe big quantity of students who are relactant to answer
Graph derived from question 12 shows that half of respondents do not have such a strong
feeling to reenter MU The same situation is in general satisfaction of MU where 38
remained neutral
The last two questions deal with second research question And here results are varied
Graph 8 derived from question 14 depicts that MU degree is not that helpful for getting the
job back in home country Only 23 answered that degree surely will help to get a high paid
44
position 38 replied as ―probably yes 35 answered as ―not sure and 4 answered
―probably not So around 61 of respondents feel positive about successful employment
back home the rest are not that confident
Graph 8 ―Employability element
Graph 9 ―Employability element second question
If respondents replied positively on 14th
question then they were asked to state the reason
for this As it can be seen above high standard European education is playing a key role for
successful employment Also the rest of options have high scores too
45
RESEARCH REPORT
In the purpose of survey it was essential to understand which of three elements in
marketing mix (―People ―Processes and ―Physical evidence) students rely more and
therefore less while choosing MU According to study made in South Africa by Jonathan Ivy
there are seven elements in marketing mix which all equally important for improving
company attractiveness in service business Researcher of this study picked three out of
seven because they more closely respond to actual service oriented company The rest four
elements (product price promotion place) were existing before as traditional marketing mix
for all types of businesses So the element ―Processes uncovers with questions number 4 and
6 From the graphs it is obvious that students are satisfied with this marketing mix This gives
university strong point in attracting students Call email handling Information system
functionality and other bureaucratic functions work sufficiently well 22 students rated
callemail handling as positive Usage and convenience of different MU functional processes
are also positively appreciated with 13 students for convenience and 15 for usefulness From
this data it can be clearly stated that students do rely on effective functions of MU
Element ―People is identified in questions 5 9 and 10 Question 5 gives information that
students do not mainly rely on ―People element while choosing MU 9 students did not
analyze any information about professionalism of university teaching staff Meanwhile the
main factor on what students pay attention is academic experience of teachers But answers
for the questions 9 and 10 gives a tendency that students do rate criteria ―Professionalism of
teachers high but actually they give lower score for this actual criteria in question number
10 In question number 5 students chose different aspects of professionalism of teachers as a
criteria to enter MU Total score for professionalism aspects is 4+4+5+10+4=27 Also in
question number 9 criteria ―strong academic staff accumulates 17 points (it is taken only 4
and 5 levels of importance) But in question number 10 only students give only ten points for
―faculty as a sufficient service provided by MU It can be assumed that students had higher
expectation before entering into university that they have got
Element ―Physical evidence is seen as not important for respondents Graph for question
number 7 shows that 69 of students did not check elements of ―Physical evidence Also
majority of students rate university facilities as ―Good with opportunity to select ―Excellent
46
status (in question number 8) On the other hand students rate university accommodation and
research environment as high enough (question number 10) It can be concluded that during
the process of choosing university students do not rely heavily on ―Physical evidence But
they did get reasonable service in ―Physical evidence while studying in MU
Second research question states ―Does the possibility of domestic market employability
after graduation plays the key role for choosing MU After analysis of relevant graphs and
tables it became clear that this factor (possibility to get employed) is very important for
students So question number 9 gets the highest score (16) for criteria in choosing MU ndash
―ability to get employment in home country and also high score for ―worldwide acceptable
diploma Even though students rate possibility to get employed as the highest criteria to
enter MU 39 of students are not sure or don not think they will obtain high paid job back
home Here is the point to work for MU administration Students rely on high standard
European education and English language education as a key criterion for being confident in
getting well paid job (question number 15)
The data analysis process constitutes the following
1 MU has convenient and useful bureaucratic functions which are considered as a strong
point in delivering knowledge without obstacles It is difficult to identify the level of
―processes in organization but some points can be highlighted in promotion materials It can
be description of functionality of Information System or description of easy courses
registration
2 Element ―People has deviation in what is expected and what is delivered Students
have a bit higher expectations on the level of teaching staff experience and competence It is
recommended to do a deeper research on the reasons for this deviation But for now it can be
decided to arrange seminars or trainings for teacher to improve their marketing knowledge
and explain commercial tendency in market of high education
3 University ―Physical evidence is has strong rate of sufficiency The only problem that
students do not feel need to pay attention on this element Here MU administration should put
accent on Including pictures of libraries with free Wi-fi canteens computer labs which have
good and pleasant conditions
4 The most important criteria for students to choose MU is high possibility to get
employed at home But this perspective lacks consistency because there is significant amount
of students who remain uncertain in the future employability This gap can be solved by
successful decision making of three elements above ―People ―Processes and ―Physical
47
evidence But it is recommended to conduct further survey questioning the reasons of
students` uncertainty in future employability Maybe the reason is not related to some weak
points in marketing mix but the problem in home countries itself (political instability
nepotism etc)
To sum up the general situation in four factors mentioned above ―processes should be
promoted to international students as a smooth tool in obtaining degree ―people should go
through training on how to deliver lecture in contemporary commercial world of high
education market ―physical evidence should be mentioned in promotion of MU ―student
employability will be interrelated with ―people plus MU has to install closer relationship
with international companies (internships provision seminars with company representatives
professional lectures from leading companies etc)
Secondary information has also a great help in increasing university attractiveness
Viral marketing can be applied to MU because question number 11 shows that internet search
engine is a key tool how students found about MU There is a video of experience Brno life
among Erasmus Students which can be remade as a good promotion video of student life on
campus For Masaryk University very effective tool will be Google Analytics giving a wide
scope of techniques on how to track differentiate and analyze visitors ―Google Analytics is
the enterprise-class web analytics solution that gives rich insights into the website traffic and
marketing effectiveness Powerful flexible and easy-to-use features now give opportunity to
see and analyze your traffic data in an entirely new way With Google Analytics it is easier to
write better-targeted ads strengthen marketing initiatives and create higher converting
websites (Google Analytics website)
In general MU marketing politics should involve techniques mentioned by Jarvis J in his
book ―What Would Google Do Companies must learn that they are better off when they
cede control to their customers Give us control we will use it and you will win
Also it is important to read blogs There are search engines for blogs like Technorati
Icerocket Google Bloglines Pub-sub where MU marketing officials can search for MU
discussion groups or some topics
MU officials should constantly maintain ―conversation with current students It is a good
idea to start communication with those bloggers who care enough to talk about MU products
and service and brand The least MU officials can do is engage them and join the
conversation Even further step can be done Ask consumers what they think MU
48
administration should do MU will end up with better products and do a better job selling
them to more satisfied customers who can even help each other if MU officials let them
Next it will be effective to start university blog where students openly and forthrightly
share the problems and the solutions as they occur There is no reason why a university dean
should not open a direct conversation with the public That will do more to change the
culturemdashto finally make it customer-focused and mean itmdashthan a dozen consultants a
hundred off- sites or a million ad impressions
During of development process of some programs or anything in university it is better to
involve students in this process also
The last but not the least is links on the website of MU There are three links on the ESF
faculty One of them is ―Review of economic perspectives ―call for papers and Citi Bank
banner There should be more links to Headhunters conferences industry associations
current job opportunities etc This gives website alive image and helpful time spending
49
CONCLUSION
This study has been conducted in favor of future Masaryk University prosperity in the
current commercial world Researcher had a strong motivation to give helpful secondary and
primary information which will foster university educational process in the frames of
contemporary world
Of course any research comes up with further recommendations to analyze questionable
matters in results obtained Researcher believes that this work is just another step to constant
need of self-improvement
Researcher advices to put more accent on IT support to promote university image and
therefore increate its attractiveness (Harry Hayward 2011) mentioned that 80 million hours
of video loaded to YouTube every minute So there is high potential for promotion Viral
video of MU will hit several aspects of university improvement brand product suite
differentiation lifestyle according to Dr DJToncich Apart of that it is recommended to
build system of values believes and attitudes among students and university staff and
promote this in the future According to Dr Mark Putman it is essential nowadays to educate
university staff about strategic role of marketing and branding Website analytics would be
useful for measurement and marketing analysis Search optimization engine is another tool on
how to maintain university webpage in the top 10 results in Google chrome or other web
search engines On YouTube there is option to post advertisement of a company only in the
videos which are related to the sphere of products or services company offer So MU might
sign a contract of including its advertisement on videos which has key words as ―education
―high ―in English etc
According to primary data obtained it is obvious that several aspects in MU marketing
mix do not match high criteria among students Once one factor ―People would be solved
through trainings and constant updating knowledge of personnel another interrelated problem
will be offset ndash ―Employability But there is no any research done on interdependence of
these two factors so for further analysis of situation another research should be taken The
main purpose of this research would be identification of cause and effect linkages between
50
―People ―Employability and other factors which influence studentslsquo ability to get high paid
job back home And there are a lot of those factors starting from political situation in the
country to the level of corruption and nepotism
MU has potential to improve its educational process as we do the students because we are
the main customers for our university But one thing should not be forgotten and it is
companies which have strong notion about reality in one or another specialization That is
why my last advice for Masaryk University is to appeal as a liaison entity between students
and companies
51
REFERENCES
Barabba Vincent P Zaltman Gerald 1991 ―Hearing the Voice of the Market Competitive
Advantage Through Creative Use of Market Information Chapter 5
Conway Tony Stephen Mackay David Yorke (1994) Strategic Planning in Higher
Education Who Are the Customers International Journal of Educational Management
Vol 8 Iss 6 pp29 ndash 36
Cooper Donald R Schindler Pamela S 2003 ―Business research methods 8th ed
Dillman Don A 2000 ―Mail and Internet Surveys The Tailored Design Method 2nd
Edition New York
Dekeba Alemayehu 2003 ―Basic of Marketing Research Methods
URL httpwwwglobuszcomebooksMarketingResearchindexhtm
Hemsley-Brown JV and Oplatka I2006 Universities in a competitive global marketplace
a systematic review of the literature on higher education marketinglsquo International Journal
of Public Sector Management Vol 19 No 4 pp 316-338
Harry Hayward ―The power of digital storytelling 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Hair Joseph F - Bush Robert P - Ortinau David J ―Marketing research within a changing
information environment 3rd ed2006
Hsuan-Fu Ho Chia-Chi Hung Marketing mix formulation for higher education An
integrated analysis employing analytic hierarchy process cluster analysis and
correspondence analysis International Journal of Educational Management Vol 2 Iss
4 2008
Jarowski Ajay K Kohli and Arvind Sahay 2000 ―Market ndash Driven Versus Driving
Markets Journal of the Academy of Marketing Science 45-54
Johnson Bob ―Mobile marketing in higher education getting ready for 1012 and beyond
2011
URLhttpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Jarvis J ―What Would Google Do Adobe Acrobat eBook Reader 2008
52
Jonathan Ivy A new higher education marketing mix the 7Ps for MBA marketing
International Journal of Educational Management Vol 22 Iss 4 2008
Kotler Philip Fox Karen FA 1985 Strategic Marketing for Educational Institutions
Mora Michaela ―What Is Statistical Significance 2011
URL httprelevantinsightscomtagsample-size
Nha Nguyen Gaston LeBlanc 2001 Image and Reputation of Higher Education Institutions
in Studentslsquo Retention Decisions International Journal of Educational Management
Vol 15 Iss 6
URL httpwwwemeraldinsightcomjournalshtmarticleid=838798amp
Oppenheim ldquoQuestionnaire Design Interviewing and Attitude Measurementrdquo 1992
Oud Jacqueline 2004 ―Market research versus marketing research
Pimpa Nattavud 2003 ―Internationalization and trade in higher education opportunities and
challenges
Putnam Mark ―Do you drive the agenda or go along for the ride 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Rakhee Vyas Anne L Souchon 2003 Symbolic Use of Export Information A
Multidisciplinary Approach to Conceptual Development and Key Consequences
International Marketing Review Vol 20 Iss 1 pp67 ndash 94
URL httpwwwemeraldinsightcomjournalshtmarticleid=855530
Rich Lyons ―Authentic branding how creating a school brand with culture and curriculum
just might help save us 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Robert S Michael ―Inquiry amp Scientific Method 2002
URL httpwwwindianaedu~educy520sec5982week_1inquiry_sci_method02pdf
Rodriguez G ―5 Questions to Help You Understand Your Customer 2004
URL httpwwwpowerhomebizcomvol146customerhtm
Sekaran Uma Bougie Johan Roger Gisbert2009 ―Research Methods for Business a Skill
Building Approach 5th ed
Singleton Royce A Jr and Bruce C Straits 1999 Approaches to Social Research (3rd
Edition) New York Oxford University Press
Smith Scott M Albaum Gerald S 2005 ―Fundamentals of Marketing Research
Snyder Bruce ―Maximizing the power of web analytics 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Toncich ―Study and Learning in the Australian University System
53
URL httpwwwdoctorteenetfilesunibook04_ppdf
WEBSITES
Experiment-Resourcescom ―Comparing Quantitative and Qualitative Research 2009
URL wwwexperiment-resourcescomquantitative-and-qualitative-researchhtml
Higher Education Marketing Company Canada
URL httpwwwhigher-education-marketingcomcontact
Google Analytics website
URL httpwwwgooglecomintlenanalytics
54
Appendix A Questionnaire
Dear respondent this questionnaire is created in terms of Master`s degree diploma thesis The main goal of
this survey is to improve Masaryk University attractiveness by deriving the reasons for choosing Masaryk
University in obtaining a degree The answers will be kept as confidential and would not be used in any
other purposes other than for this research If you would have any questions regarding the results of this
survey please contact me
Ilya Shaiderov (380502mailmunicz)
Thank you for your cooperation
1 Are you a current or prospective student ____________________
2 What specialization you are obtaining or intend to obtain in MU ____________________
3 Please specify your country of origin ____________________
4 Please rate the level of handling your first phone callemail inquiry by MU staff (only if it is
applicable to your case)
1 2 3 4 5
5 While considering MU as an option to study what criteria did (do) you analyze to check
professionalism of university teaching staff (you may choose several options)
a Number of courses teachers offer
b Quantity of publication of teachers
c Work experience in business sphere
d Academic Experience
e Professional title in business
f I didn`t analyze any information about academic staff in MU
No response
Insufficient response
Sufficient enough
Completely sufficient with additional information
Completely sufficient
55
6 (Only for current students) Could you characterize the process of courses registration usage of IS
system and other administrative and bureaucratic functions of university (please choose one in each
scale)
Convenience
1 2 3 4 5
Usage
1 2 3 4 5
7 (For both current and prospective students) While choosing MU did (do) you check quantity of
books in university library accessibility of electronic databases new editions of study materials
overall quality of library
Yes
No
8 (Only for current students) Please rate MU facilities (buildings classrooms computer labs etc) on
the matter of ―comfortability
1 2 3 4 5
Excellent Good Sufficient Not enough Bad
Completely Convenient
Rather Convenient
Convenient Rather Inconvenient
Completely Inconvenient
Completely Useful
Rather Useful
Useful Rather Useless
Completely Useless
56
9 (For both current and prospective students) How do you rate the following factors as criteria for
choosing MU (1- least important 5 ndash most important)
a Ability to get employment in home country
b Strong academic staff
c Excellent laboratory facilities
d Library facilities
e Worldwide acceptable diploma
10 Please choose (mark ―V) services that MU sufficiently provides to you as a student (in case you
are prospective student - should be provided)
___ Reasonable accommodation (covered by student)
___ The number of modules in the degree and big variety of elective courses
___ Student exchange programs
___ Research environment (sufficient up to date study materials computer labs laboratories etc)
___ Small class sizes
___ Internship possibility
___ Faculty (profound selection of PhD and profession specialists)
1 2
T
y
p
e
a
q
u
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57
11 From what source you first found out about Masaryk University
a Website search engine
b Advice of friends parents etc
c TV
d Newspaper please specify____________
e Journals please specify____________
f Billboards
g Website banners please specify website_______________
h Other source__________________________
12 (Only for current students) If you had do it over again would you still choose MU If not please
specify why
a Yes
b Not sure
c Probably would
d Probably would not (please specify why)
__________________________________________________________________________________
__________________________________________________________________________________
________________________________________________________________
13 (Only for current students) Please describe your level of general satisfaction with university
a Not satisfied at all
b Neutral
c Satisfied
d Very satisfied
58
14 (For both current and prospective students) Do you think MU degree will help you to get above
average salary in your home country
a No b Probably not c Not sure d Probably yes c Yes
15 If you think that MU degree helps to get well paid job in your home country what might be
reasons for that (more than one reason can be selected)
a High standard European education d Possibility to pass internship in Europe
b Degree specialization choice e Other_________________________
c Education in English language
17
by herself In standardized interviews respondent should interpret questions as he can which
leads to miscommunication and wrong results So conversational interviewing is when
researcher is trying to explain the meaning of question and not influence the answer (Smith
Albaum 2005) Interview refers to qualitative method to obtain data this study has
quantitative research so it becomes crucial to construct clear and concise questions For this
purpose there will be pretest of questionnaire research by giving out it to my friends and get
feedback Another way to track understanding level of respondent is to set sub questions in
questions which contain highest probability to mislead respondent By simply asking the level
of question comprehension (good or fair) researcher can identify the level of ambiguity in
answers and track those answers which are answered with ―good level of understanding
Question form and question wording has certain relationship to ambiguity
There are four questionanswer types
1 Free answer (open-ended text)
2 Dichotomous and multiple choice answers (select k of n)
3 Rank order answers
4 Constant sum answers
1 Free answer questions imply that respondent will give full answer to the question in his
own words This type of questions require respondent to have ability to express completely
and concisely That is why free answers have great extent of ambiguity during interpretation
process
2 Dichotomous and multiple choice answers are the most common in questionnaires
development General form for both of these answer types is selection of ―k optional answers
out of ―n available ―Select exactly 1 of n Answers is one of such type of answers This is
simple form where k=1 and n is up to researcher desire In dichotomous question options (n
values) range into two extremes (―Yes ―No ―In favor ―Not in favor ―BuyDo not buy
etc) Multiple choice answers are just an extension of dichotomous questions Multiple choice
questions may require selection of several ―k out of ―n possible answers or selection
unlimited amount of ―k answers out of given ―n options
3 Rank order answers allow to put gradation to answer options This type of answers
characterizes data on the most prevailing option and the one which has the least importance to
18
respondent Typical questions can include determining ranking of preferences first to last
most current to least current and etc The most common bias here is that first optional answer
in the question has more chances to be selected Also tied rankings may cause another
problem of data weakening When it is allowed to rank several answer options into one
ranking level it is impossible to determine results out of this answer For the efficiency
purposes maximum of answer options given in rank order questions vary from five to seven
If it is more than seven it is hard for respondent to identify clearly the right ranking order
4 Constant sum question is the form of ranking using allocation of one hundred percent to
the options containing reasons for the statement asked It can be options for the reasons of
company product purchase (Smith Albaum 2005)
Also to create a good questionnaire researcher should include ―positively and negatively
worded questions Instead of developing all questions positively it is better to mix them with
negatively worded questions to reduce the probability of mechanical filling the questionnaire
by respondent ―A respondent who is not particularly interested in completing the
questionnaire is more likely to stay involved and remain alert while answering the questions
when positively and negatively worded questions are interspersed in it For instance if the
respondent has circled 5 for a positively worded question such as ―I feel I have been able to
accomplish a number of different things in my job he cannot circle number 5 again to the
negatively worded question ―I do not feel I am very effective in my job hellip The use of
double negatives and excessive use of the words ―not and ―onl should be avoided in
negatively worded questions because they tend to confuse respondents (Sekaran Bougie
2009)
19 Hints to improve quality of questionnaire
A Neutrality and don`t know or no opinion
It is an option given to respondent to remain neutral to the question provided Once third
option is included researcher does not force respondent to answer and it makes questionnaire
more polite to respondent Based on the nature of the question researcher may include such
options like ―don`t know ―no opinion or ―not applicable ―Don`t know might be
attributed to question dealing with some facts whereas ―no opinion can be attributed to a
19
certain attitude of respondent If such type of option will be included it is important to
increase sample size because of increased probability for respondent to choose neutral answer
B Dichotomous questions
It is the easiest type of questions for respondents It is considered as a question with
average probability for being ambiguous But it has the lowest probability of being ambiguous
among free-answer questions and multiple-choice questions
C Multiple choice questions
The researcher has two options if she wants more detailed information in a certain
question It is to create multiple choice question or free-answer question Usually multiple
choice questions are more complex and longer than the other two (dichotomous and free-
answer) Ambiguity in such type of questions derives from inability to formulate mutually
exclusive alternatives Another reason for ambiguity is limitation of the chosen answer
Respondent should select only one option which most widely answers the question For this
reason researcher may offer to select as many options as respondent wishes There is a table
below which shows relative probability of ambiguity related to form of question
Table 1 ―Form of Question and Relative Probability of Ambiguity (Smith Albaum 2005)
D Question wording
Selection of right words plays important role in questions development So in wording
choose researcher should be extremely careful Ambiguity in wording has several sources
Question length
Respondent unfamiliarity with some words
Relative Probability of Ambiguity
Form of Question Question Answer
Free-answer Lowest Highest
Dichotomous Average Lowest
Multiple-choice Highest Average
20
Ambiguity of context
Two questions included in one sentence
Too broad questions
If questions are too long this will confuse respondent and affect data accuracy For this
reason researcher should keep questions concise and clear If some words in question are
unfamiliar to the respondent this will also lead to confusion and inability to provide right
information So in case of scientific wording in questionnaire and non-homogeneous
backgrounds of respondents low level of vocabulary should be used Also researcher should
verify whether questions imply only one matter in order not to mislead respondent Questions
that lack specificity should also be avoided Those questions are developed with general
words like ―how often for example
In general researcher must provide alternative question wording pretesting and
verification by observation In alternative question wording first have of sample group may
get options in one order and the second one in reverse order Once questionnaire is ready
pretesting is another good way to decrease ambiguity Only one concern here is to choose
relatively the same group of respondents as it will be in the real research By close
communication with respondent in pretesting step researcher can determine some troubles
misunderstandings arose during this step And last advice is verification by observation
Researcher can (where it is possible) verify answers of respondents by observing their actions
related to questions answered It is not the easy activity so only those questions will be
verified where it is possible to do so (Oppenheim 1992)
110 Sampling procedures in Marketing Research
―Sampling is a selection of small number elements from a larger defined target group of
elements and expecting that the information gathered from the small group will allow
judgments to be made about the larger group The main idea of sampling is that a decision is
based on the assumption that the smaller portion or sample is representative of the larger
population (Hair Bush Ortinau 2006)
There should be a strict order in defining sample for research
21
Chart 1 ―Defining Sample
Sampling procedure starts with defining of population Population is amount of units
(individuals legal entities households) which has one or more similar feature among each
other In order to specify population researcher should answer such questions as what kind of
units (elements of analysis) to be included where they reside or their origin and when
(dimension of units in terms of timeframe) Population should be defined as precisely as
possible At the moment of finalizing population definition investigator decides whether it is
necessary to investigate the whole amount of population (census) or a part of it (sample) The
choice depends on the size of population If the size of population is small census can be an
optimal option otherwise should be created sample
Sample design includes type of sample sampling unit and sample frame Majority of
samples are selected by choice of investigator as non-probabilistic method Where
investigator selects elements of sample in terms of convenience availability and own
judgment Researcher uses table or any other random selective device for the probable
method (Smith Albaum 2005)
Define population
Sample design
Sample size
Estimate costs of sampling
Census vs Sample
Execute sampling process
22
―Sampling unit is the basis of the actual sampling procedure It is that segment of the
population actually chosen by the sampling process The sampling unit may contain one or
more population elements That is these units may be individual elements or aggregates of
individual elements (Smith Albaum 2005)
Sample frame is considered as a list of elements of the population For instance it can be
list of characteristics of elements which are expected to pass the interview or fill out
questionnaire In a perfect case sample frame should determine each population element once
and should not include those elements which are not in the population criteria There several
options below of inaccurate sample framing process
Chart 2 ―Sample Framing Processes
A Incomplete
Sampling frame
B Too Comprehensive
C Combination
Sampling frame Population
Sampling frame Population
Population
23
There is also set of questions to ask during generation of sampling list
Does the list contain everyone in the survey population
Does the list include names of people who are not in the study population
How is the list maintained and updated
Are the same sample units included on the list more than once
Does the list contain other information that can be used to improve the survey
(Dillman 2000)
There are four traditional approaches for the determining sample size
1 Arbitrarily or judgmentally determined
2 Minimum cell size in analysis
3 Based on budget
There are two types of costs in sampling process fixed and variable Fixed costs are those
which are determined and constant Variable costs depend on the volume of study being
conducted The dashed line in the upper graph shows interrelation between costs and sample
design If costs are too high researcher reconsiders sample design or sample size
The last step is actual choice of sample There are two main criteria for this process
sample must be adequate and representative For the sample being representative means that it
reflects overall characteristics of the whole population Adequacy is sought in sufficient
amount of elements selected to provide stable results Also there are two types of sampling
designs probability and non-probability samples Non-probability sampling differs from
probability sampling on the basis that in non-probability sampling the sample elements do
not have a known nonzero chance of being selected for the sample In probability sampling
each element has a known and equal probability of selection This study incorporates
probability design because there are no any predisposed respondents (Smith Albaum 2005)
111 Editing Coding and Descriptive Analysis
―Completed questionnaires or other measurement instruments must be edited coded
entered into a data set for processing by computer and carefully analyzed before their
complete meanings and implications can be understood (Smith Albaum 2005)
24
The main reason for this process is converting data obtained into information which will
provide inferences and answers to research question A certain sequence is needed to perform
successful data analysis In short there should be definition of response categories at first
then editing and coding and at last tabulation All these three steps will be implemented in the
practical part
112 Research Errors
In any research errors will occur so management of errors must apply Errors can arise in
any stage of marketing process from problem formulation to report development It is a goal
of investigator to minimize those errors The value of total error is comprised of sampling
error plus non-sampling error Sampling error (usually called as random sampling error) is the
difference between planned sample and the list of interviewees it is formed Non-sampling
errors are those which are not related to the sample itself Usually non-sampling errors related
to sort of bias as the difference between the true value of that which is being measured and the
average value derived from a number of independent measurements of it There are eight
major types of errors
Population specification ndash difference between required population and population
chosen When researcher chooses inappropriate population for the data collection
Sampling difference between required sample and the one that has been selected
When sample does not represent the population selected by using probability sampling
method
Selection error usually occurs when researcher pick up respondents whom she knows
who is more pleasant in general who is easily reached This tendency deviates real
population selected
Frame error Sample frame is a set of representatives of population who relate to
required sample The frame error occurs when elements which are not in the sample
group are investigated
Nonresponse error occurs when all members of the sample cannot be reached or they
refuse to respond
Surrogate information error occurs when investigator is unable to obtain responses and
replace it with proxy answers leading to surrogate information
25
Measurement error occurs in several stages of research transmittal response analysis
In general researcher represents information that he wants rather the real one
Experimental error When investigator is measuring the influence of independent
variables on dependent one while controlling extraneous variables (Smith Albaum
2005)
2 PRACTICAL PART
21 Marketing Research Process Applied
For this study it has been identified that the problem of current situation in MU is its
inability to attract more international students
Problem Formulation Prospective students do not choose MU for degree obtainment
Research goal To identify ways on how to increase studentslsquo inflow into MU by means of
detecting general preferences of MU customers (prospective students and current students)
Research questions
Based on the study of 7P approach made by Jonathan Ivy one research question arises
1 On what element of marketing mix students relied more when choosing MU ―People
―Physical evidence or ―Processes
From another study made by Hsuan-Fu Ho and Chia-Chi Hung second research question
arises
2 Does the possibility of domestic market employability after graduation plays the key role
for choosing MU
26
Method of Inquiry
As been mentioned in the theoretical part the first step in method of inquiry is observation
and description of a phenomenon or a group of related phenomena This step is known for its
qualitative methods of applicability
Have been studying for almost two years in MU and communicating with dozens of
international students I found several aspects to consider for MU attractiveness improvement
Students who stay longer than a semester differ from those who came just for one semester
under Erasmus exchange program This research deals with the first category of students and
for them it is important to have more frequent university-student correspondence Keeping the
fact that education process in Masaryk university different and complicated in terms of
Information Technology (student information system is very confusing with no English
version of some pages) there should be prepared an orientation seminars on how to effectively
use all university premises and surrounding city facilities It can be easily done with the help
of International Students Club which has excellent image among such clubs in Europe There
is orientation week for students but from the students point of view is more prepared to make
things done (like ISIC card issue register to information system) rather than providing
students with tools on how to achieve what they need to This can easily be done by
information system additional applications of city university map student forums and
discussion groups The information system should be done in more client friendly way with
good English translation of the web pages
This work would not include any hypothesis because of the chosen research design ndash
explorative
Research Methodology
In this will be applied nonexperimental method because of objectivity purposes There is
high risk of mislead and misinterpretation to the respondent which will affect the survey
results
Question number 1 2 3 in the survey (can be found in appendix of this work) was
included for the reason to find additional information from prospective students who intend to
continue their study Question number 11 gives idea on the effective media channel that
students got information from Question number 12 and 13 will help to summarize general
student opinion on MU and find some deviations from the rest of the questions
27
Below are the questions in the survey which relate to research question number 1 ―On what
element of marketing mix students relied more when choosing MU ―People ―Physical
evidence or ―Processes
Question number 4 6 7 was adopted from literature source (Jonathan Ivy 2008) of
theoretical part This question identifies the level of ―Processes element of marketing mix
Question number 5 based on the same literature source was adopted to verify another element
of marketing mix ndash ―People Question 8 uncovers the level of third element ―Physical
evidence Question number 10 encompasses all three elements to double check the main
criteria that students choose or consider MU to study
Below are questions in the survey which relate to research question number 2 ―Does the
possibility of domestic market employability after graduation plays the key role for choosing
MU
Questions number 14 and 15 will help to identify the level of studentslsquo motivation to enter
MU for the reason of higher chance of employability after graduation These questions were
adopted from literature source provided by Hsuan-Fu Ho and Chia-Chi Hung
Question number 9 relates to both research questions because it covers the scale of
significant factors that might affect student to choose MU
Research Design
The study entitled ―Quantitative Marketing Research attempts to accumulate the sequence
of procedures to conduct successful marketing research It has been chosen to use quantitative
research for the reason that study aims to find out the answer of a research questions through
numerical evidence This method enables researcher to gather existing information and data
regarding interrelationship between low rate of students registration to MU The study will
help to answer on two research questions posed in this work
Selection of data collection techniques
The study incorporates two techniques of data collection secondary and primary
collection Secondary information reveals current situation of HE marketing worldwide and
primary information helps to find the match up for solution of MU problem and secondary
information findings
28
Sample design
Researcher uses probability sample design with quantity of respondents equal to 26
Data collection
For study purposes data will be collected by giving out questionnaires to current and
prospective students who study or intend to study in English in MU Hard copy questionnaires
will be collected after respondents finish answering them Total collected questionnaires
amount to 26
Research errors
Population Specification error is mastered by questioning potential respondent whether
shehe studies in English Sampling difference researcher will overcome by keeping the
highest level of variety of respondents (by country of origin) Selection error is out of the
matter because researcher is not introduced to the majority of students studying in English
Nonresponse error may occur for the further purposes of the research respondents would be
asked the reasons for rejecting to fill out questionnaire The same procedure is for the
surrogate information ndash if researcher will not be able to get answers from respondents they
will be asked about the reason of rejection
22 Analysis and interpretation of data
Secondary and Primary data is analyzed and interpreted in section 23 and 24 below
23 Secondary data
Marketing communication of universities
As has been mentioned previously in this work the best option to collect relevant primary
data is to rely first on secondary information and then delve down in certain aspects by
collecting primary information In this item it will be explained what has been done in
marketing communication of universities around the world This part will also cover the
question of what communication strategies and tools the international universities use to
attract their students
29
From the first finding to start universities all over the world practicing advertising
campaigns with such words as ―Internationally renowned Award winning Prestigious
Proud history Career oriented etc But not all the time these sparkling words are real truth
―Does it actually matter whether a university has ―tradition if its current practice is poor
Does it matter if a university is ―internationally renowned if the particular course that is
being considered is known to be badly operated by local standards Does it really matter if a
university has ―a proud history if the present isnlsquot very good (Dr DJ Toncich2008)
Australian professor Dr DJ Toncich in 2008 published a book ―Study and Learning in
the Australian University System where he clearly stated various forms of
Marketing in universities of Australia ―The most common example of universities selling the
sizzle rather than the sausage appears in areas such as science engineering and architecture
where potential students are bombarded with glamorous images of spacecraft sky-scraper
buildings nuclear reactors and so on There are different ways how universities attract their
students There is a table provided by Dr DJ Toncich which explains the ways on how to
promote different parts of university image
Table 2 ―Ways on how to promote elements of university image
30
A ―Tool is a part of company (university in this case) image which should be promoted
And ―Vehicle is the way part of the image can be promoted ―Some key points to note are
that the mass media outlets (newspaper television and radio) having the broadest audience
are generally reserved for ―big picture marketing including the universitylsquos brand and
confidencereinforcement strategies Self-evidently promoting to the broadest audience is the
most costly way of getting a message out so the message needs to be simple and clear The
more specialized the audience however the more detailed the information ndash for example
university course guides and handbooks have the most specific audience and subsequently
the highest level of information density In these vehicles there is generally less content
related to the big picture issues of confidence and brand (Dr DJ Toncich 2008)
Nguyen amp Le Blanc (2001) focused on the image and reputation of the institution and
referred to the crucial role these factors played in the development of market positioning ndash
they drew on the well established concepts and theories in business sector marketing for their
study Bonsardi amp Ekwulugo (2003) who claimed that ―a centrally important principle of
marketing is that all marketing activities should be geared towards the customer also relied
on the literature used in business sector marketing and applied it to the context of higher
education
Branding is important for university to stand out in the market In ―ConnectEd
Symposium for the marketing of Higher Education (Chicago November 2011) Rich Lyons
(Dean Haas School of Business University of California Berkley) argued that
―What passes for branding in higher education is often nothing more than a catchy slogan
and logo Branding projects in universities sometimes evoke hostility indifference or bothmdash
or raise the question of why a good school would need to be so concerned about its image that
it would resort to ―corporate measures But when branding reaches deep to magnify a
schoollsquos differentiation and its core essence the result can be a powerful boost on multiple
dimensionsmdashstudent recruitment alumni interest fund raising media interest and so on And
it can resonate with key audiences emotionally to align what the school does with their
passion to change the world Dean Rich Lyons has led the Haas School of Business at UC
Berkeley in branding the school based on codifying its distinctive culture driving that culture
through its business processes and reforming its curriculum to produce a particular type of
leadermdasha path-bending leader The process is lengthy difficult and risks are high Learn why
the rewards of an authentic brand are worth the effort
31
According to this speech strong brand is coming from the culture of interaction among
students and all university staff Mainly students and professors should clearly understand
what matters mostly attracted them in chosen university (values believes attitudes etc should
match up with student`s)
Another aspect for university marketing start up procedure is reposition communications
as a strategic function in a more proactive attitude This matter has been covered by Dr Mark
Putnam President Central College IA in his article ―Do you drive the agenda or go along for
the ride In this article author ―sought to change the view of the marketing and
communications team from customer service providers to strategists He set a good example
with presidential blog using it to elevate the level of discourse at Central Putnam has a track
record for this kind of change management As senior vice president at Northeastern
University (Boston) he worked with the communications team to educate the university about
the strategic role of marketing and branding He comes by this perspective naturally (Dr
Mark Putnam 2011)
To improve university technical tools in attracting students mobile marketing is a great
way ―Mobile marketing brings challenges and opportunities to higher education when scarce
resources limit the ability to add new technologies and techniques to communication plans
We examine the mobile marketing landscape in search of whats most relevant to higher
education today with special attention to student recruitment and brand strength Areas
covered include site design for best task completion writing right for mobile sites monitoring
web analytics and integrating with traditional and social media websites (Bob Johnson
2011)
Another technical tool is digital video clips ―Video in its many forms is becoming a
major factor in our collective lives (80 million hours of video loaded to YouTube every
minute for example) As digital storytelling it is also being used in a variety of ways to build
brand equity with internal and external audiences Outcomes will be a better awareness of the
current trends in using video as a brand building tool and a field guide for teaching others
within the organization to make powerful digital stories Im currently using the workshop at
the UW to train students who will study abroad to make and distribute good quality video
about their experiences (Harry Hayward 2011) In case of brand building using video
assistance viral marketing campaign might work And the last idea which will increase
university profit is web site analytics ―The website is not only a conduit for most of your
marketing efforts todaymdashitlsquos also an incredible tool for measurement and marketing analysis
32
With web analytics you can better quantify the impact of your marketing campaigns improve
the effectiveness of your website segment visitors for micro-marketing efforts and generate
valuable marketing intelligence (Bruce Snyder 2011)
Marketing is the process of customer identification (needs views preferences financial
possibility to buy certain product) This task will be done through primary information
analysis Another task in marketing is development of ―analytics-driven approach to help to
reach a targeted student through search engines mobile smartphones text messaging email
newsletters and social media (Higher Education Marketing Company) This company has a
straight and logic view on marketing process in university which provides a wide scope of
services Google Analytics Search Engine Optimization Pay Per Click Marketing Social
Media Marketing Google Maps amp Local Search Web Design amp Development Mobile
Marketing Short Message Service (SMS) Another very effective tool is SEO (search engine
optimization) which allows embedding into the company website option for the most
important (most likely needed) words phrases while creating company web pages This set of
words with high possibility that potential customer will dial up will give opportunity for the
company website to pop up in the top list of the search engine (Google chrome yahoo etc)
Under research problem ndash low enrollment of students the researcher should look for the
findings of other studies relevant to this study problem The questions to start with are ―What
factors in university marketing practices are missing to achieve constant enrollment growth
―Is there any interrelationship of those factors and university attractiveness growth
One of the studies has been conducted among students registered state subsidized
universities in South Africa The purpose of this paper was to present a new marketing mix
based on MBA studentslsquo attitudes and opinions towards the marketing initiatives of business
schools in South Africa The findings of this study revealed showed seven quite distinct
underlying factors in the marketing activities of these business schools some covering the
same elements of the traditional marketing mix people promotion and price There were
however four different elements programme prominence prospectus and premiums ―The
marketing mix is a set of controllable marketing tools that an institution uses to produce the
response it wants from its various target markets It consists of everything that the university
can do to influence the demand for the services that its offers Tangible products have
traditionally used a 4Ps model the services sector on the other hand uses a 7P approach in
order to satisfy the needs of the service providerlsquos customers product price place
promotion people physical facilities and processes The product is what is being sold It is
33
more than a simple set of tangible features it is a complex bundle of benefits that satisfy
customer needs The price element of the services marketing mix is dominated by what is
being charged for the degree or tuition fees that are required to enroll at the university Place
is the distribution method that the university adopts to provide the tuition to its market in a
manner that meets if not exceeds student expectations Promotion encompasses all the tools
that universities can use to provide the market with information on its offerings advertising
publicity public relations and sales promotional efforts (Jonathan Ivy 2008) This traditional
model encompasses tools which deal with tangible products In case of university it provides
intangible product which needs more tools for promotion Fifth tool is people who are
considered as a staff in university (academic administrative and support staff) To have a
prominent image university should have teaching staff reputations PhD holders Professorial
title holders Also administrative staff can also play an important role to attain prospective
students by simply providing professional phone call inquiry
The newest addition to the marketing mix is physical evidence and processes Physical
evidence is attributed to internal and external appearance of the entity (from teaching
materials to facade of the building and lecture rooms) ―Processes are all the administrative
and bureaucratic functions of the university from the handling of enquiries to registration
from course evaluation to examinations from result dissemination to graduation to name but
a few During the period that the student is registered processes need to be set in motion to
ensure that the student registers for the correct courses has marks or grades correctly
calculated and entered against the studentlsquos name and is ultimately awarded the correct
qualification While this might seem quite straight forward there are numerous other
processes that need to be implemented concurrently (with the finance system
accommodation time tabling and the library) to ensure the highest level of student
satisfaction The findings of this research suggest that the traditional 4- 5- and indeed 7P
marketing services marketing mix may not be the best way to approach the marketing of
MBA programs in South Africa Using principal components factor analysis on 25 commonly
used marketing tools indicates that four new distinctive and independent elements exist along
with three elements from the traditional marketing mix (Jonathan Ivy 2008) The most
important element from the marketing mix was ―program element (the range of electives in
the degree choice of majors) The second was ―prominence of the degree (academic staff
reputations position on league tables or MBA reviews in the popular press) The traditional
promotions element of the marketing mix was split into two areas standard mass media
34
advertising and hard copy promotional materials such as the university prospectus and direct
mail posted to prospective students called ―prospectus in the MBA marketing mix The
price element is dominated by flexible payment of tuition fees which means that students are
price sensitive and looking for payment flexibility The people element has had a small
modification with face-to-face teaching being included along with personal contact with
graduates and open day attendance The final element of the new marketing mix is called
premiums This is a diverse element of the mix which included accommodation the number
of modules in the degree student exchange programmes university computer facilities and
class sizes While this element was considered the least important of the marketing tools not
offering some of these items could seriously damage the recruitment prospects of a business
school Indeed some items would be considered a standard offering of a university and
expected by a student without further consideration or evaluation (Jonathan Ivy 2008)
So from this study researcher may answer on the posed questions before There is indeed
some other factors out of the standard marketing mix which in this case (higher education
marketing) play a key role In order to finally apply those factors into the practical
implementation researcher should check whether all of those factors remain important for
MU For this purpose primary data should be collected by creating questionnaire which
includes new marketing mix tools
Another study conducted in the realm of marketing communications in Taiwan includes
other findings The purpose of this study was to examine how a graduate institute at National
Chiayi University (NCYU) by using a model that integrates analytic hierarchy process
cluster analysis and correspondence analysis can develop effective marketing strategies
This research revealed that even though universities and colleges in Taiwan have
increasingly realized the importance of having sound marketing strategies to stay competitive
they have concentrated their marketing strategies on promotion ndash advertising tuition
reduction scholarships etc This trend has often obscured the fact that marketing should be
based on customer needs with better efforts made to fulfill these needs Although market
segmentation and positioning enable marketers and institutional planners in higher education
to understand customer needs and to visualize institutional advantages in relation to their
competitorslsquo positions these are relatively new endeavors in educational marketing in
Taiwan
The results display that the five most important factors for studentslsquo school selection
were employability curriculum academic reputation faculty and research environment
35
Students perceived NCYU to be strongly associated with lower tuition fewer entrance-exam
subjects lower entrance-exam pass rates and easier graduation requirements (Hsuan-Fu Ho
Chia-Chi Hung 2008)
In order to verify whether such criteria are also indisputable preconditions for choosing
MU as a potential tertiary institution they should be included into the study questionnaire
As we can see that in secondary information there are many ways on how to improve
university standing and how to reach a customer But this information does not give us the
picture of Masaryk University customer why she chose MU what were the preferences to
choose it where she first time got to know about it and etc That is why for this part ndash to get
the picture of MU customer from primary data collection and then apply appropriate tools that
have been mentioned before would be a good combination for a successful marketing
campaign
24 Primary data
For the purpose of this study ndash increase MU attractiveness primary data has been
collected Researcher developed questionnaire which consists of 15 questions and randomly
gave out to international students The main goal of this questionnaire is to answer two
research questions set by researcher
1 On what element of marketing mix students relied more when choosing MU ―People
―Physical evidence or ―Processes
2 Does the possibility of domestic market employability after graduation plays the key role
for choosing MU
These two research questions will help to get a clue on how specifically to improve
attractiveness of MU
Data is analyzed by using excel Microsoft office application with support of various graphs
and tables It has been calculated that majority of respondents are current students in MU
which gives more in depth data describing university attractiveness
36
Graph 1 ―Identification of students` status
It is 62 of respondents stated that they are currently study in MU This will bring more in
depth data from the survey
Specializations have wider split up with two major elements Informatics and Medicine
amount to 32 and 27 accordingly Unfortunately there are no any students from sport
faculty As it has been mentioned respondents were chosen randomly so it can be obvious
that there is big amount of students studying or intend to study medicine and informatics
Graph 2 ―Identification variability of specializations
37
Country of origin table shows that students from Slovakia have majority Probably
because of country and national closeness to Czech Republic The second biggest majority is
students from United Kindom after them students from Russia and Hungary
Graph 3 ―Country of origin split up
Question number 4 relates to first research question (On what element of marketing mix
students relied more when choosing MU ―People ―Physical evidence or ―Processes)
which specifies the level of ―Process element in MU In general the level of handling phone
callemail is acceptable with 14 respondents answered as completely sufficient or completely
sufficient with additional information This shows that majority of students are satisfied with
first impression of contacting MU
38
Chart 3 ―Level of handling callemail inquiry
Question number 5 explains another element in first research question which is ―People It
is evident that for majority of students academic experience is the most important to know
about professors professionalism But it is also a big quantity of those who did not analyze
any information Five students responded that work experience in business sphere is a key
criteria to choose MU
Chart 4 ―Criteria for identifying professionalism of university teaching staff
The ―Process element is evaluated in question number six which explains the level of
administrative and bureaucratic functions in MU on the matter of convenience and usage
Number of courses
teachers offer
Quantity of
publication of
teachers
Work experience
in business sphere Academic
Experience Professional
title in
business
I didn`t analyze
any information
about academic
staff in MU
39
Chart 5 ―Convenience
On the chart it is shown that students rate these functions as convenient with only several
students who perceive it as rather inconvenient On the ―Usage chart it has also positive
trend representing that MU administrative and bureaucratic process is highly useful
Chart 6 ―Usage
Question number seven explains third element ―Physical evidence In graph below it is
obvious that majority of students do not check this element while choosing MU
40
Graph 4 ―Identification of processes element
69 replied negatively and 31 positively which means that this factor does not play a
key role in selecting university Majority of students rate MU facilities as comfortable It is
shown in the table below that eleven students rate facilities as good
Chart 7 ―Identification of physical evidence element
Question number nine encompasses several criteria which were taken from two elements of
marketing mix ―People and ―Physical evidence and some were not from this marketing
mix like ―ability to get employment in home country ―worldwide acceptable diploma
These two factors were taken from the second research question ―Does the possibility of
41
domestic market employability after graduation plays the key role for choosing MU Results
showed that students highly value ―ability to get employment in home country (16
respondents gave highest score) Also highly rated MU diploma as worldwide acceptable (15
respondents gave the highest score) Also for respondents it is important (with lower grading
score ndash ―4) ―Strong academic staff and ―Excellent laboratory facilities
Chart 8 ―MU criteria
Question number 10 includes set of common services that university provides to students
This question helps to understand what services MU provides sufficiently to students Results
showed that sufficient services that MU provides are almost all which have been mentioned in
the options list Only ―Small class sizes do not meet big majority expectations
a Ability to get
employment in home
country
b Strong
academic staff
d Library
facilities
c Excellent
laboratory
facilities
e Worldwide
acceptable diploma
42
Chart 9 ―MU services
Interesting results gave to the researcher questions number 11 which shows that mostly
students got to know about MU from internet search engines and from relativeslsquo advice
Graph 5 ―Media channel of MU
Question number 12 and 13 give overall satisfaction level with MU Question number 12
has been adopted from theoretical part which asks whether student is ready to enter university
again if heshe would have the same opportunity Question number 13 is double-checking this
statement Results are showing that majority of respondents would enter MU again and they
are satisfied with overall MU educational service
Reasonable
accommodation
Exchange
programs
Number of
modules
Small class
sizes
Internship
possibility
Research
environment Faculty
43
Graph 6 ―Choosing MU
Graph 7 ―General satisfaction of MU
Although researcher might observe big quantity of students who are relactant to answer
Graph derived from question 12 shows that half of respondents do not have such a strong
feeling to reenter MU The same situation is in general satisfaction of MU where 38
remained neutral
The last two questions deal with second research question And here results are varied
Graph 8 derived from question 14 depicts that MU degree is not that helpful for getting the
job back in home country Only 23 answered that degree surely will help to get a high paid
44
position 38 replied as ―probably yes 35 answered as ―not sure and 4 answered
―probably not So around 61 of respondents feel positive about successful employment
back home the rest are not that confident
Graph 8 ―Employability element
Graph 9 ―Employability element second question
If respondents replied positively on 14th
question then they were asked to state the reason
for this As it can be seen above high standard European education is playing a key role for
successful employment Also the rest of options have high scores too
45
RESEARCH REPORT
In the purpose of survey it was essential to understand which of three elements in
marketing mix (―People ―Processes and ―Physical evidence) students rely more and
therefore less while choosing MU According to study made in South Africa by Jonathan Ivy
there are seven elements in marketing mix which all equally important for improving
company attractiveness in service business Researcher of this study picked three out of
seven because they more closely respond to actual service oriented company The rest four
elements (product price promotion place) were existing before as traditional marketing mix
for all types of businesses So the element ―Processes uncovers with questions number 4 and
6 From the graphs it is obvious that students are satisfied with this marketing mix This gives
university strong point in attracting students Call email handling Information system
functionality and other bureaucratic functions work sufficiently well 22 students rated
callemail handling as positive Usage and convenience of different MU functional processes
are also positively appreciated with 13 students for convenience and 15 for usefulness From
this data it can be clearly stated that students do rely on effective functions of MU
Element ―People is identified in questions 5 9 and 10 Question 5 gives information that
students do not mainly rely on ―People element while choosing MU 9 students did not
analyze any information about professionalism of university teaching staff Meanwhile the
main factor on what students pay attention is academic experience of teachers But answers
for the questions 9 and 10 gives a tendency that students do rate criteria ―Professionalism of
teachers high but actually they give lower score for this actual criteria in question number
10 In question number 5 students chose different aspects of professionalism of teachers as a
criteria to enter MU Total score for professionalism aspects is 4+4+5+10+4=27 Also in
question number 9 criteria ―strong academic staff accumulates 17 points (it is taken only 4
and 5 levels of importance) But in question number 10 only students give only ten points for
―faculty as a sufficient service provided by MU It can be assumed that students had higher
expectation before entering into university that they have got
Element ―Physical evidence is seen as not important for respondents Graph for question
number 7 shows that 69 of students did not check elements of ―Physical evidence Also
majority of students rate university facilities as ―Good with opportunity to select ―Excellent
46
status (in question number 8) On the other hand students rate university accommodation and
research environment as high enough (question number 10) It can be concluded that during
the process of choosing university students do not rely heavily on ―Physical evidence But
they did get reasonable service in ―Physical evidence while studying in MU
Second research question states ―Does the possibility of domestic market employability
after graduation plays the key role for choosing MU After analysis of relevant graphs and
tables it became clear that this factor (possibility to get employed) is very important for
students So question number 9 gets the highest score (16) for criteria in choosing MU ndash
―ability to get employment in home country and also high score for ―worldwide acceptable
diploma Even though students rate possibility to get employed as the highest criteria to
enter MU 39 of students are not sure or don not think they will obtain high paid job back
home Here is the point to work for MU administration Students rely on high standard
European education and English language education as a key criterion for being confident in
getting well paid job (question number 15)
The data analysis process constitutes the following
1 MU has convenient and useful bureaucratic functions which are considered as a strong
point in delivering knowledge without obstacles It is difficult to identify the level of
―processes in organization but some points can be highlighted in promotion materials It can
be description of functionality of Information System or description of easy courses
registration
2 Element ―People has deviation in what is expected and what is delivered Students
have a bit higher expectations on the level of teaching staff experience and competence It is
recommended to do a deeper research on the reasons for this deviation But for now it can be
decided to arrange seminars or trainings for teacher to improve their marketing knowledge
and explain commercial tendency in market of high education
3 University ―Physical evidence is has strong rate of sufficiency The only problem that
students do not feel need to pay attention on this element Here MU administration should put
accent on Including pictures of libraries with free Wi-fi canteens computer labs which have
good and pleasant conditions
4 The most important criteria for students to choose MU is high possibility to get
employed at home But this perspective lacks consistency because there is significant amount
of students who remain uncertain in the future employability This gap can be solved by
successful decision making of three elements above ―People ―Processes and ―Physical
47
evidence But it is recommended to conduct further survey questioning the reasons of
students` uncertainty in future employability Maybe the reason is not related to some weak
points in marketing mix but the problem in home countries itself (political instability
nepotism etc)
To sum up the general situation in four factors mentioned above ―processes should be
promoted to international students as a smooth tool in obtaining degree ―people should go
through training on how to deliver lecture in contemporary commercial world of high
education market ―physical evidence should be mentioned in promotion of MU ―student
employability will be interrelated with ―people plus MU has to install closer relationship
with international companies (internships provision seminars with company representatives
professional lectures from leading companies etc)
Secondary information has also a great help in increasing university attractiveness
Viral marketing can be applied to MU because question number 11 shows that internet search
engine is a key tool how students found about MU There is a video of experience Brno life
among Erasmus Students which can be remade as a good promotion video of student life on
campus For Masaryk University very effective tool will be Google Analytics giving a wide
scope of techniques on how to track differentiate and analyze visitors ―Google Analytics is
the enterprise-class web analytics solution that gives rich insights into the website traffic and
marketing effectiveness Powerful flexible and easy-to-use features now give opportunity to
see and analyze your traffic data in an entirely new way With Google Analytics it is easier to
write better-targeted ads strengthen marketing initiatives and create higher converting
websites (Google Analytics website)
In general MU marketing politics should involve techniques mentioned by Jarvis J in his
book ―What Would Google Do Companies must learn that they are better off when they
cede control to their customers Give us control we will use it and you will win
Also it is important to read blogs There are search engines for blogs like Technorati
Icerocket Google Bloglines Pub-sub where MU marketing officials can search for MU
discussion groups or some topics
MU officials should constantly maintain ―conversation with current students It is a good
idea to start communication with those bloggers who care enough to talk about MU products
and service and brand The least MU officials can do is engage them and join the
conversation Even further step can be done Ask consumers what they think MU
48
administration should do MU will end up with better products and do a better job selling
them to more satisfied customers who can even help each other if MU officials let them
Next it will be effective to start university blog where students openly and forthrightly
share the problems and the solutions as they occur There is no reason why a university dean
should not open a direct conversation with the public That will do more to change the
culturemdashto finally make it customer-focused and mean itmdashthan a dozen consultants a
hundred off- sites or a million ad impressions
During of development process of some programs or anything in university it is better to
involve students in this process also
The last but not the least is links on the website of MU There are three links on the ESF
faculty One of them is ―Review of economic perspectives ―call for papers and Citi Bank
banner There should be more links to Headhunters conferences industry associations
current job opportunities etc This gives website alive image and helpful time spending
49
CONCLUSION
This study has been conducted in favor of future Masaryk University prosperity in the
current commercial world Researcher had a strong motivation to give helpful secondary and
primary information which will foster university educational process in the frames of
contemporary world
Of course any research comes up with further recommendations to analyze questionable
matters in results obtained Researcher believes that this work is just another step to constant
need of self-improvement
Researcher advices to put more accent on IT support to promote university image and
therefore increate its attractiveness (Harry Hayward 2011) mentioned that 80 million hours
of video loaded to YouTube every minute So there is high potential for promotion Viral
video of MU will hit several aspects of university improvement brand product suite
differentiation lifestyle according to Dr DJToncich Apart of that it is recommended to
build system of values believes and attitudes among students and university staff and
promote this in the future According to Dr Mark Putman it is essential nowadays to educate
university staff about strategic role of marketing and branding Website analytics would be
useful for measurement and marketing analysis Search optimization engine is another tool on
how to maintain university webpage in the top 10 results in Google chrome or other web
search engines On YouTube there is option to post advertisement of a company only in the
videos which are related to the sphere of products or services company offer So MU might
sign a contract of including its advertisement on videos which has key words as ―education
―high ―in English etc
According to primary data obtained it is obvious that several aspects in MU marketing
mix do not match high criteria among students Once one factor ―People would be solved
through trainings and constant updating knowledge of personnel another interrelated problem
will be offset ndash ―Employability But there is no any research done on interdependence of
these two factors so for further analysis of situation another research should be taken The
main purpose of this research would be identification of cause and effect linkages between
50
―People ―Employability and other factors which influence studentslsquo ability to get high paid
job back home And there are a lot of those factors starting from political situation in the
country to the level of corruption and nepotism
MU has potential to improve its educational process as we do the students because we are
the main customers for our university But one thing should not be forgotten and it is
companies which have strong notion about reality in one or another specialization That is
why my last advice for Masaryk University is to appeal as a liaison entity between students
and companies
51
REFERENCES
Barabba Vincent P Zaltman Gerald 1991 ―Hearing the Voice of the Market Competitive
Advantage Through Creative Use of Market Information Chapter 5
Conway Tony Stephen Mackay David Yorke (1994) Strategic Planning in Higher
Education Who Are the Customers International Journal of Educational Management
Vol 8 Iss 6 pp29 ndash 36
Cooper Donald R Schindler Pamela S 2003 ―Business research methods 8th ed
Dillman Don A 2000 ―Mail and Internet Surveys The Tailored Design Method 2nd
Edition New York
Dekeba Alemayehu 2003 ―Basic of Marketing Research Methods
URL httpwwwglobuszcomebooksMarketingResearchindexhtm
Hemsley-Brown JV and Oplatka I2006 Universities in a competitive global marketplace
a systematic review of the literature on higher education marketinglsquo International Journal
of Public Sector Management Vol 19 No 4 pp 316-338
Harry Hayward ―The power of digital storytelling 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Hair Joseph F - Bush Robert P - Ortinau David J ―Marketing research within a changing
information environment 3rd ed2006
Hsuan-Fu Ho Chia-Chi Hung Marketing mix formulation for higher education An
integrated analysis employing analytic hierarchy process cluster analysis and
correspondence analysis International Journal of Educational Management Vol 2 Iss
4 2008
Jarowski Ajay K Kohli and Arvind Sahay 2000 ―Market ndash Driven Versus Driving
Markets Journal of the Academy of Marketing Science 45-54
Johnson Bob ―Mobile marketing in higher education getting ready for 1012 and beyond
2011
URLhttpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Jarvis J ―What Would Google Do Adobe Acrobat eBook Reader 2008
52
Jonathan Ivy A new higher education marketing mix the 7Ps for MBA marketing
International Journal of Educational Management Vol 22 Iss 4 2008
Kotler Philip Fox Karen FA 1985 Strategic Marketing for Educational Institutions
Mora Michaela ―What Is Statistical Significance 2011
URL httprelevantinsightscomtagsample-size
Nha Nguyen Gaston LeBlanc 2001 Image and Reputation of Higher Education Institutions
in Studentslsquo Retention Decisions International Journal of Educational Management
Vol 15 Iss 6
URL httpwwwemeraldinsightcomjournalshtmarticleid=838798amp
Oppenheim ldquoQuestionnaire Design Interviewing and Attitude Measurementrdquo 1992
Oud Jacqueline 2004 ―Market research versus marketing research
Pimpa Nattavud 2003 ―Internationalization and trade in higher education opportunities and
challenges
Putnam Mark ―Do you drive the agenda or go along for the ride 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Rakhee Vyas Anne L Souchon 2003 Symbolic Use of Export Information A
Multidisciplinary Approach to Conceptual Development and Key Consequences
International Marketing Review Vol 20 Iss 1 pp67 ndash 94
URL httpwwwemeraldinsightcomjournalshtmarticleid=855530
Rich Lyons ―Authentic branding how creating a school brand with culture and curriculum
just might help save us 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Robert S Michael ―Inquiry amp Scientific Method 2002
URL httpwwwindianaedu~educy520sec5982week_1inquiry_sci_method02pdf
Rodriguez G ―5 Questions to Help You Understand Your Customer 2004
URL httpwwwpowerhomebizcomvol146customerhtm
Sekaran Uma Bougie Johan Roger Gisbert2009 ―Research Methods for Business a Skill
Building Approach 5th ed
Singleton Royce A Jr and Bruce C Straits 1999 Approaches to Social Research (3rd
Edition) New York Oxford University Press
Smith Scott M Albaum Gerald S 2005 ―Fundamentals of Marketing Research
Snyder Bruce ―Maximizing the power of web analytics 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Toncich ―Study and Learning in the Australian University System
53
URL httpwwwdoctorteenetfilesunibook04_ppdf
WEBSITES
Experiment-Resourcescom ―Comparing Quantitative and Qualitative Research 2009
URL wwwexperiment-resourcescomquantitative-and-qualitative-researchhtml
Higher Education Marketing Company Canada
URL httpwwwhigher-education-marketingcomcontact
Google Analytics website
URL httpwwwgooglecomintlenanalytics
54
Appendix A Questionnaire
Dear respondent this questionnaire is created in terms of Master`s degree diploma thesis The main goal of
this survey is to improve Masaryk University attractiveness by deriving the reasons for choosing Masaryk
University in obtaining a degree The answers will be kept as confidential and would not be used in any
other purposes other than for this research If you would have any questions regarding the results of this
survey please contact me
Ilya Shaiderov (380502mailmunicz)
Thank you for your cooperation
1 Are you a current or prospective student ____________________
2 What specialization you are obtaining or intend to obtain in MU ____________________
3 Please specify your country of origin ____________________
4 Please rate the level of handling your first phone callemail inquiry by MU staff (only if it is
applicable to your case)
1 2 3 4 5
5 While considering MU as an option to study what criteria did (do) you analyze to check
professionalism of university teaching staff (you may choose several options)
a Number of courses teachers offer
b Quantity of publication of teachers
c Work experience in business sphere
d Academic Experience
e Professional title in business
f I didn`t analyze any information about academic staff in MU
No response
Insufficient response
Sufficient enough
Completely sufficient with additional information
Completely sufficient
55
6 (Only for current students) Could you characterize the process of courses registration usage of IS
system and other administrative and bureaucratic functions of university (please choose one in each
scale)
Convenience
1 2 3 4 5
Usage
1 2 3 4 5
7 (For both current and prospective students) While choosing MU did (do) you check quantity of
books in university library accessibility of electronic databases new editions of study materials
overall quality of library
Yes
No
8 (Only for current students) Please rate MU facilities (buildings classrooms computer labs etc) on
the matter of ―comfortability
1 2 3 4 5
Excellent Good Sufficient Not enough Bad
Completely Convenient
Rather Convenient
Convenient Rather Inconvenient
Completely Inconvenient
Completely Useful
Rather Useful
Useful Rather Useless
Completely Useless
56
9 (For both current and prospective students) How do you rate the following factors as criteria for
choosing MU (1- least important 5 ndash most important)
a Ability to get employment in home country
b Strong academic staff
c Excellent laboratory facilities
d Library facilities
e Worldwide acceptable diploma
10 Please choose (mark ―V) services that MU sufficiently provides to you as a student (in case you
are prospective student - should be provided)
___ Reasonable accommodation (covered by student)
___ The number of modules in the degree and big variety of elective courses
___ Student exchange programs
___ Research environment (sufficient up to date study materials computer labs laboratories etc)
___ Small class sizes
___ Internship possibility
___ Faculty (profound selection of PhD and profession specialists)
1 2
T
y
p
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a
q
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57
11 From what source you first found out about Masaryk University
a Website search engine
b Advice of friends parents etc
c TV
d Newspaper please specify____________
e Journals please specify____________
f Billboards
g Website banners please specify website_______________
h Other source__________________________
12 (Only for current students) If you had do it over again would you still choose MU If not please
specify why
a Yes
b Not sure
c Probably would
d Probably would not (please specify why)
__________________________________________________________________________________
__________________________________________________________________________________
________________________________________________________________
13 (Only for current students) Please describe your level of general satisfaction with university
a Not satisfied at all
b Neutral
c Satisfied
d Very satisfied
58
14 (For both current and prospective students) Do you think MU degree will help you to get above
average salary in your home country
a No b Probably not c Not sure d Probably yes c Yes
15 If you think that MU degree helps to get well paid job in your home country what might be
reasons for that (more than one reason can be selected)
a High standard European education d Possibility to pass internship in Europe
b Degree specialization choice e Other_________________________
c Education in English language
18
respondent Typical questions can include determining ranking of preferences first to last
most current to least current and etc The most common bias here is that first optional answer
in the question has more chances to be selected Also tied rankings may cause another
problem of data weakening When it is allowed to rank several answer options into one
ranking level it is impossible to determine results out of this answer For the efficiency
purposes maximum of answer options given in rank order questions vary from five to seven
If it is more than seven it is hard for respondent to identify clearly the right ranking order
4 Constant sum question is the form of ranking using allocation of one hundred percent to
the options containing reasons for the statement asked It can be options for the reasons of
company product purchase (Smith Albaum 2005)
Also to create a good questionnaire researcher should include ―positively and negatively
worded questions Instead of developing all questions positively it is better to mix them with
negatively worded questions to reduce the probability of mechanical filling the questionnaire
by respondent ―A respondent who is not particularly interested in completing the
questionnaire is more likely to stay involved and remain alert while answering the questions
when positively and negatively worded questions are interspersed in it For instance if the
respondent has circled 5 for a positively worded question such as ―I feel I have been able to
accomplish a number of different things in my job he cannot circle number 5 again to the
negatively worded question ―I do not feel I am very effective in my job hellip The use of
double negatives and excessive use of the words ―not and ―onl should be avoided in
negatively worded questions because they tend to confuse respondents (Sekaran Bougie
2009)
19 Hints to improve quality of questionnaire
A Neutrality and don`t know or no opinion
It is an option given to respondent to remain neutral to the question provided Once third
option is included researcher does not force respondent to answer and it makes questionnaire
more polite to respondent Based on the nature of the question researcher may include such
options like ―don`t know ―no opinion or ―not applicable ―Don`t know might be
attributed to question dealing with some facts whereas ―no opinion can be attributed to a
19
certain attitude of respondent If such type of option will be included it is important to
increase sample size because of increased probability for respondent to choose neutral answer
B Dichotomous questions
It is the easiest type of questions for respondents It is considered as a question with
average probability for being ambiguous But it has the lowest probability of being ambiguous
among free-answer questions and multiple-choice questions
C Multiple choice questions
The researcher has two options if she wants more detailed information in a certain
question It is to create multiple choice question or free-answer question Usually multiple
choice questions are more complex and longer than the other two (dichotomous and free-
answer) Ambiguity in such type of questions derives from inability to formulate mutually
exclusive alternatives Another reason for ambiguity is limitation of the chosen answer
Respondent should select only one option which most widely answers the question For this
reason researcher may offer to select as many options as respondent wishes There is a table
below which shows relative probability of ambiguity related to form of question
Table 1 ―Form of Question and Relative Probability of Ambiguity (Smith Albaum 2005)
D Question wording
Selection of right words plays important role in questions development So in wording
choose researcher should be extremely careful Ambiguity in wording has several sources
Question length
Respondent unfamiliarity with some words
Relative Probability of Ambiguity
Form of Question Question Answer
Free-answer Lowest Highest
Dichotomous Average Lowest
Multiple-choice Highest Average
20
Ambiguity of context
Two questions included in one sentence
Too broad questions
If questions are too long this will confuse respondent and affect data accuracy For this
reason researcher should keep questions concise and clear If some words in question are
unfamiliar to the respondent this will also lead to confusion and inability to provide right
information So in case of scientific wording in questionnaire and non-homogeneous
backgrounds of respondents low level of vocabulary should be used Also researcher should
verify whether questions imply only one matter in order not to mislead respondent Questions
that lack specificity should also be avoided Those questions are developed with general
words like ―how often for example
In general researcher must provide alternative question wording pretesting and
verification by observation In alternative question wording first have of sample group may
get options in one order and the second one in reverse order Once questionnaire is ready
pretesting is another good way to decrease ambiguity Only one concern here is to choose
relatively the same group of respondents as it will be in the real research By close
communication with respondent in pretesting step researcher can determine some troubles
misunderstandings arose during this step And last advice is verification by observation
Researcher can (where it is possible) verify answers of respondents by observing their actions
related to questions answered It is not the easy activity so only those questions will be
verified where it is possible to do so (Oppenheim 1992)
110 Sampling procedures in Marketing Research
―Sampling is a selection of small number elements from a larger defined target group of
elements and expecting that the information gathered from the small group will allow
judgments to be made about the larger group The main idea of sampling is that a decision is
based on the assumption that the smaller portion or sample is representative of the larger
population (Hair Bush Ortinau 2006)
There should be a strict order in defining sample for research
21
Chart 1 ―Defining Sample
Sampling procedure starts with defining of population Population is amount of units
(individuals legal entities households) which has one or more similar feature among each
other In order to specify population researcher should answer such questions as what kind of
units (elements of analysis) to be included where they reside or their origin and when
(dimension of units in terms of timeframe) Population should be defined as precisely as
possible At the moment of finalizing population definition investigator decides whether it is
necessary to investigate the whole amount of population (census) or a part of it (sample) The
choice depends on the size of population If the size of population is small census can be an
optimal option otherwise should be created sample
Sample design includes type of sample sampling unit and sample frame Majority of
samples are selected by choice of investigator as non-probabilistic method Where
investigator selects elements of sample in terms of convenience availability and own
judgment Researcher uses table or any other random selective device for the probable
method (Smith Albaum 2005)
Define population
Sample design
Sample size
Estimate costs of sampling
Census vs Sample
Execute sampling process
22
―Sampling unit is the basis of the actual sampling procedure It is that segment of the
population actually chosen by the sampling process The sampling unit may contain one or
more population elements That is these units may be individual elements or aggregates of
individual elements (Smith Albaum 2005)
Sample frame is considered as a list of elements of the population For instance it can be
list of characteristics of elements which are expected to pass the interview or fill out
questionnaire In a perfect case sample frame should determine each population element once
and should not include those elements which are not in the population criteria There several
options below of inaccurate sample framing process
Chart 2 ―Sample Framing Processes
A Incomplete
Sampling frame
B Too Comprehensive
C Combination
Sampling frame Population
Sampling frame Population
Population
23
There is also set of questions to ask during generation of sampling list
Does the list contain everyone in the survey population
Does the list include names of people who are not in the study population
How is the list maintained and updated
Are the same sample units included on the list more than once
Does the list contain other information that can be used to improve the survey
(Dillman 2000)
There are four traditional approaches for the determining sample size
1 Arbitrarily or judgmentally determined
2 Minimum cell size in analysis
3 Based on budget
There are two types of costs in sampling process fixed and variable Fixed costs are those
which are determined and constant Variable costs depend on the volume of study being
conducted The dashed line in the upper graph shows interrelation between costs and sample
design If costs are too high researcher reconsiders sample design or sample size
The last step is actual choice of sample There are two main criteria for this process
sample must be adequate and representative For the sample being representative means that it
reflects overall characteristics of the whole population Adequacy is sought in sufficient
amount of elements selected to provide stable results Also there are two types of sampling
designs probability and non-probability samples Non-probability sampling differs from
probability sampling on the basis that in non-probability sampling the sample elements do
not have a known nonzero chance of being selected for the sample In probability sampling
each element has a known and equal probability of selection This study incorporates
probability design because there are no any predisposed respondents (Smith Albaum 2005)
111 Editing Coding and Descriptive Analysis
―Completed questionnaires or other measurement instruments must be edited coded
entered into a data set for processing by computer and carefully analyzed before their
complete meanings and implications can be understood (Smith Albaum 2005)
24
The main reason for this process is converting data obtained into information which will
provide inferences and answers to research question A certain sequence is needed to perform
successful data analysis In short there should be definition of response categories at first
then editing and coding and at last tabulation All these three steps will be implemented in the
practical part
112 Research Errors
In any research errors will occur so management of errors must apply Errors can arise in
any stage of marketing process from problem formulation to report development It is a goal
of investigator to minimize those errors The value of total error is comprised of sampling
error plus non-sampling error Sampling error (usually called as random sampling error) is the
difference between planned sample and the list of interviewees it is formed Non-sampling
errors are those which are not related to the sample itself Usually non-sampling errors related
to sort of bias as the difference between the true value of that which is being measured and the
average value derived from a number of independent measurements of it There are eight
major types of errors
Population specification ndash difference between required population and population
chosen When researcher chooses inappropriate population for the data collection
Sampling difference between required sample and the one that has been selected
When sample does not represent the population selected by using probability sampling
method
Selection error usually occurs when researcher pick up respondents whom she knows
who is more pleasant in general who is easily reached This tendency deviates real
population selected
Frame error Sample frame is a set of representatives of population who relate to
required sample The frame error occurs when elements which are not in the sample
group are investigated
Nonresponse error occurs when all members of the sample cannot be reached or they
refuse to respond
Surrogate information error occurs when investigator is unable to obtain responses and
replace it with proxy answers leading to surrogate information
25
Measurement error occurs in several stages of research transmittal response analysis
In general researcher represents information that he wants rather the real one
Experimental error When investigator is measuring the influence of independent
variables on dependent one while controlling extraneous variables (Smith Albaum
2005)
2 PRACTICAL PART
21 Marketing Research Process Applied
For this study it has been identified that the problem of current situation in MU is its
inability to attract more international students
Problem Formulation Prospective students do not choose MU for degree obtainment
Research goal To identify ways on how to increase studentslsquo inflow into MU by means of
detecting general preferences of MU customers (prospective students and current students)
Research questions
Based on the study of 7P approach made by Jonathan Ivy one research question arises
1 On what element of marketing mix students relied more when choosing MU ―People
―Physical evidence or ―Processes
From another study made by Hsuan-Fu Ho and Chia-Chi Hung second research question
arises
2 Does the possibility of domestic market employability after graduation plays the key role
for choosing MU
26
Method of Inquiry
As been mentioned in the theoretical part the first step in method of inquiry is observation
and description of a phenomenon or a group of related phenomena This step is known for its
qualitative methods of applicability
Have been studying for almost two years in MU and communicating with dozens of
international students I found several aspects to consider for MU attractiveness improvement
Students who stay longer than a semester differ from those who came just for one semester
under Erasmus exchange program This research deals with the first category of students and
for them it is important to have more frequent university-student correspondence Keeping the
fact that education process in Masaryk university different and complicated in terms of
Information Technology (student information system is very confusing with no English
version of some pages) there should be prepared an orientation seminars on how to effectively
use all university premises and surrounding city facilities It can be easily done with the help
of International Students Club which has excellent image among such clubs in Europe There
is orientation week for students but from the students point of view is more prepared to make
things done (like ISIC card issue register to information system) rather than providing
students with tools on how to achieve what they need to This can easily be done by
information system additional applications of city university map student forums and
discussion groups The information system should be done in more client friendly way with
good English translation of the web pages
This work would not include any hypothesis because of the chosen research design ndash
explorative
Research Methodology
In this will be applied nonexperimental method because of objectivity purposes There is
high risk of mislead and misinterpretation to the respondent which will affect the survey
results
Question number 1 2 3 in the survey (can be found in appendix of this work) was
included for the reason to find additional information from prospective students who intend to
continue their study Question number 11 gives idea on the effective media channel that
students got information from Question number 12 and 13 will help to summarize general
student opinion on MU and find some deviations from the rest of the questions
27
Below are the questions in the survey which relate to research question number 1 ―On what
element of marketing mix students relied more when choosing MU ―People ―Physical
evidence or ―Processes
Question number 4 6 7 was adopted from literature source (Jonathan Ivy 2008) of
theoretical part This question identifies the level of ―Processes element of marketing mix
Question number 5 based on the same literature source was adopted to verify another element
of marketing mix ndash ―People Question 8 uncovers the level of third element ―Physical
evidence Question number 10 encompasses all three elements to double check the main
criteria that students choose or consider MU to study
Below are questions in the survey which relate to research question number 2 ―Does the
possibility of domestic market employability after graduation plays the key role for choosing
MU
Questions number 14 and 15 will help to identify the level of studentslsquo motivation to enter
MU for the reason of higher chance of employability after graduation These questions were
adopted from literature source provided by Hsuan-Fu Ho and Chia-Chi Hung
Question number 9 relates to both research questions because it covers the scale of
significant factors that might affect student to choose MU
Research Design
The study entitled ―Quantitative Marketing Research attempts to accumulate the sequence
of procedures to conduct successful marketing research It has been chosen to use quantitative
research for the reason that study aims to find out the answer of a research questions through
numerical evidence This method enables researcher to gather existing information and data
regarding interrelationship between low rate of students registration to MU The study will
help to answer on two research questions posed in this work
Selection of data collection techniques
The study incorporates two techniques of data collection secondary and primary
collection Secondary information reveals current situation of HE marketing worldwide and
primary information helps to find the match up for solution of MU problem and secondary
information findings
28
Sample design
Researcher uses probability sample design with quantity of respondents equal to 26
Data collection
For study purposes data will be collected by giving out questionnaires to current and
prospective students who study or intend to study in English in MU Hard copy questionnaires
will be collected after respondents finish answering them Total collected questionnaires
amount to 26
Research errors
Population Specification error is mastered by questioning potential respondent whether
shehe studies in English Sampling difference researcher will overcome by keeping the
highest level of variety of respondents (by country of origin) Selection error is out of the
matter because researcher is not introduced to the majority of students studying in English
Nonresponse error may occur for the further purposes of the research respondents would be
asked the reasons for rejecting to fill out questionnaire The same procedure is for the
surrogate information ndash if researcher will not be able to get answers from respondents they
will be asked about the reason of rejection
22 Analysis and interpretation of data
Secondary and Primary data is analyzed and interpreted in section 23 and 24 below
23 Secondary data
Marketing communication of universities
As has been mentioned previously in this work the best option to collect relevant primary
data is to rely first on secondary information and then delve down in certain aspects by
collecting primary information In this item it will be explained what has been done in
marketing communication of universities around the world This part will also cover the
question of what communication strategies and tools the international universities use to
attract their students
29
From the first finding to start universities all over the world practicing advertising
campaigns with such words as ―Internationally renowned Award winning Prestigious
Proud history Career oriented etc But not all the time these sparkling words are real truth
―Does it actually matter whether a university has ―tradition if its current practice is poor
Does it matter if a university is ―internationally renowned if the particular course that is
being considered is known to be badly operated by local standards Does it really matter if a
university has ―a proud history if the present isnlsquot very good (Dr DJ Toncich2008)
Australian professor Dr DJ Toncich in 2008 published a book ―Study and Learning in
the Australian University System where he clearly stated various forms of
Marketing in universities of Australia ―The most common example of universities selling the
sizzle rather than the sausage appears in areas such as science engineering and architecture
where potential students are bombarded with glamorous images of spacecraft sky-scraper
buildings nuclear reactors and so on There are different ways how universities attract their
students There is a table provided by Dr DJ Toncich which explains the ways on how to
promote different parts of university image
Table 2 ―Ways on how to promote elements of university image
30
A ―Tool is a part of company (university in this case) image which should be promoted
And ―Vehicle is the way part of the image can be promoted ―Some key points to note are
that the mass media outlets (newspaper television and radio) having the broadest audience
are generally reserved for ―big picture marketing including the universitylsquos brand and
confidencereinforcement strategies Self-evidently promoting to the broadest audience is the
most costly way of getting a message out so the message needs to be simple and clear The
more specialized the audience however the more detailed the information ndash for example
university course guides and handbooks have the most specific audience and subsequently
the highest level of information density In these vehicles there is generally less content
related to the big picture issues of confidence and brand (Dr DJ Toncich 2008)
Nguyen amp Le Blanc (2001) focused on the image and reputation of the institution and
referred to the crucial role these factors played in the development of market positioning ndash
they drew on the well established concepts and theories in business sector marketing for their
study Bonsardi amp Ekwulugo (2003) who claimed that ―a centrally important principle of
marketing is that all marketing activities should be geared towards the customer also relied
on the literature used in business sector marketing and applied it to the context of higher
education
Branding is important for university to stand out in the market In ―ConnectEd
Symposium for the marketing of Higher Education (Chicago November 2011) Rich Lyons
(Dean Haas School of Business University of California Berkley) argued that
―What passes for branding in higher education is often nothing more than a catchy slogan
and logo Branding projects in universities sometimes evoke hostility indifference or bothmdash
or raise the question of why a good school would need to be so concerned about its image that
it would resort to ―corporate measures But when branding reaches deep to magnify a
schoollsquos differentiation and its core essence the result can be a powerful boost on multiple
dimensionsmdashstudent recruitment alumni interest fund raising media interest and so on And
it can resonate with key audiences emotionally to align what the school does with their
passion to change the world Dean Rich Lyons has led the Haas School of Business at UC
Berkeley in branding the school based on codifying its distinctive culture driving that culture
through its business processes and reforming its curriculum to produce a particular type of
leadermdasha path-bending leader The process is lengthy difficult and risks are high Learn why
the rewards of an authentic brand are worth the effort
31
According to this speech strong brand is coming from the culture of interaction among
students and all university staff Mainly students and professors should clearly understand
what matters mostly attracted them in chosen university (values believes attitudes etc should
match up with student`s)
Another aspect for university marketing start up procedure is reposition communications
as a strategic function in a more proactive attitude This matter has been covered by Dr Mark
Putnam President Central College IA in his article ―Do you drive the agenda or go along for
the ride In this article author ―sought to change the view of the marketing and
communications team from customer service providers to strategists He set a good example
with presidential blog using it to elevate the level of discourse at Central Putnam has a track
record for this kind of change management As senior vice president at Northeastern
University (Boston) he worked with the communications team to educate the university about
the strategic role of marketing and branding He comes by this perspective naturally (Dr
Mark Putnam 2011)
To improve university technical tools in attracting students mobile marketing is a great
way ―Mobile marketing brings challenges and opportunities to higher education when scarce
resources limit the ability to add new technologies and techniques to communication plans
We examine the mobile marketing landscape in search of whats most relevant to higher
education today with special attention to student recruitment and brand strength Areas
covered include site design for best task completion writing right for mobile sites monitoring
web analytics and integrating with traditional and social media websites (Bob Johnson
2011)
Another technical tool is digital video clips ―Video in its many forms is becoming a
major factor in our collective lives (80 million hours of video loaded to YouTube every
minute for example) As digital storytelling it is also being used in a variety of ways to build
brand equity with internal and external audiences Outcomes will be a better awareness of the
current trends in using video as a brand building tool and a field guide for teaching others
within the organization to make powerful digital stories Im currently using the workshop at
the UW to train students who will study abroad to make and distribute good quality video
about their experiences (Harry Hayward 2011) In case of brand building using video
assistance viral marketing campaign might work And the last idea which will increase
university profit is web site analytics ―The website is not only a conduit for most of your
marketing efforts todaymdashitlsquos also an incredible tool for measurement and marketing analysis
32
With web analytics you can better quantify the impact of your marketing campaigns improve
the effectiveness of your website segment visitors for micro-marketing efforts and generate
valuable marketing intelligence (Bruce Snyder 2011)
Marketing is the process of customer identification (needs views preferences financial
possibility to buy certain product) This task will be done through primary information
analysis Another task in marketing is development of ―analytics-driven approach to help to
reach a targeted student through search engines mobile smartphones text messaging email
newsletters and social media (Higher Education Marketing Company) This company has a
straight and logic view on marketing process in university which provides a wide scope of
services Google Analytics Search Engine Optimization Pay Per Click Marketing Social
Media Marketing Google Maps amp Local Search Web Design amp Development Mobile
Marketing Short Message Service (SMS) Another very effective tool is SEO (search engine
optimization) which allows embedding into the company website option for the most
important (most likely needed) words phrases while creating company web pages This set of
words with high possibility that potential customer will dial up will give opportunity for the
company website to pop up in the top list of the search engine (Google chrome yahoo etc)
Under research problem ndash low enrollment of students the researcher should look for the
findings of other studies relevant to this study problem The questions to start with are ―What
factors in university marketing practices are missing to achieve constant enrollment growth
―Is there any interrelationship of those factors and university attractiveness growth
One of the studies has been conducted among students registered state subsidized
universities in South Africa The purpose of this paper was to present a new marketing mix
based on MBA studentslsquo attitudes and opinions towards the marketing initiatives of business
schools in South Africa The findings of this study revealed showed seven quite distinct
underlying factors in the marketing activities of these business schools some covering the
same elements of the traditional marketing mix people promotion and price There were
however four different elements programme prominence prospectus and premiums ―The
marketing mix is a set of controllable marketing tools that an institution uses to produce the
response it wants from its various target markets It consists of everything that the university
can do to influence the demand for the services that its offers Tangible products have
traditionally used a 4Ps model the services sector on the other hand uses a 7P approach in
order to satisfy the needs of the service providerlsquos customers product price place
promotion people physical facilities and processes The product is what is being sold It is
33
more than a simple set of tangible features it is a complex bundle of benefits that satisfy
customer needs The price element of the services marketing mix is dominated by what is
being charged for the degree or tuition fees that are required to enroll at the university Place
is the distribution method that the university adopts to provide the tuition to its market in a
manner that meets if not exceeds student expectations Promotion encompasses all the tools
that universities can use to provide the market with information on its offerings advertising
publicity public relations and sales promotional efforts (Jonathan Ivy 2008) This traditional
model encompasses tools which deal with tangible products In case of university it provides
intangible product which needs more tools for promotion Fifth tool is people who are
considered as a staff in university (academic administrative and support staff) To have a
prominent image university should have teaching staff reputations PhD holders Professorial
title holders Also administrative staff can also play an important role to attain prospective
students by simply providing professional phone call inquiry
The newest addition to the marketing mix is physical evidence and processes Physical
evidence is attributed to internal and external appearance of the entity (from teaching
materials to facade of the building and lecture rooms) ―Processes are all the administrative
and bureaucratic functions of the university from the handling of enquiries to registration
from course evaluation to examinations from result dissemination to graduation to name but
a few During the period that the student is registered processes need to be set in motion to
ensure that the student registers for the correct courses has marks or grades correctly
calculated and entered against the studentlsquos name and is ultimately awarded the correct
qualification While this might seem quite straight forward there are numerous other
processes that need to be implemented concurrently (with the finance system
accommodation time tabling and the library) to ensure the highest level of student
satisfaction The findings of this research suggest that the traditional 4- 5- and indeed 7P
marketing services marketing mix may not be the best way to approach the marketing of
MBA programs in South Africa Using principal components factor analysis on 25 commonly
used marketing tools indicates that four new distinctive and independent elements exist along
with three elements from the traditional marketing mix (Jonathan Ivy 2008) The most
important element from the marketing mix was ―program element (the range of electives in
the degree choice of majors) The second was ―prominence of the degree (academic staff
reputations position on league tables or MBA reviews in the popular press) The traditional
promotions element of the marketing mix was split into two areas standard mass media
34
advertising and hard copy promotional materials such as the university prospectus and direct
mail posted to prospective students called ―prospectus in the MBA marketing mix The
price element is dominated by flexible payment of tuition fees which means that students are
price sensitive and looking for payment flexibility The people element has had a small
modification with face-to-face teaching being included along with personal contact with
graduates and open day attendance The final element of the new marketing mix is called
premiums This is a diverse element of the mix which included accommodation the number
of modules in the degree student exchange programmes university computer facilities and
class sizes While this element was considered the least important of the marketing tools not
offering some of these items could seriously damage the recruitment prospects of a business
school Indeed some items would be considered a standard offering of a university and
expected by a student without further consideration or evaluation (Jonathan Ivy 2008)
So from this study researcher may answer on the posed questions before There is indeed
some other factors out of the standard marketing mix which in this case (higher education
marketing) play a key role In order to finally apply those factors into the practical
implementation researcher should check whether all of those factors remain important for
MU For this purpose primary data should be collected by creating questionnaire which
includes new marketing mix tools
Another study conducted in the realm of marketing communications in Taiwan includes
other findings The purpose of this study was to examine how a graduate institute at National
Chiayi University (NCYU) by using a model that integrates analytic hierarchy process
cluster analysis and correspondence analysis can develop effective marketing strategies
This research revealed that even though universities and colleges in Taiwan have
increasingly realized the importance of having sound marketing strategies to stay competitive
they have concentrated their marketing strategies on promotion ndash advertising tuition
reduction scholarships etc This trend has often obscured the fact that marketing should be
based on customer needs with better efforts made to fulfill these needs Although market
segmentation and positioning enable marketers and institutional planners in higher education
to understand customer needs and to visualize institutional advantages in relation to their
competitorslsquo positions these are relatively new endeavors in educational marketing in
Taiwan
The results display that the five most important factors for studentslsquo school selection
were employability curriculum academic reputation faculty and research environment
35
Students perceived NCYU to be strongly associated with lower tuition fewer entrance-exam
subjects lower entrance-exam pass rates and easier graduation requirements (Hsuan-Fu Ho
Chia-Chi Hung 2008)
In order to verify whether such criteria are also indisputable preconditions for choosing
MU as a potential tertiary institution they should be included into the study questionnaire
As we can see that in secondary information there are many ways on how to improve
university standing and how to reach a customer But this information does not give us the
picture of Masaryk University customer why she chose MU what were the preferences to
choose it where she first time got to know about it and etc That is why for this part ndash to get
the picture of MU customer from primary data collection and then apply appropriate tools that
have been mentioned before would be a good combination for a successful marketing
campaign
24 Primary data
For the purpose of this study ndash increase MU attractiveness primary data has been
collected Researcher developed questionnaire which consists of 15 questions and randomly
gave out to international students The main goal of this questionnaire is to answer two
research questions set by researcher
1 On what element of marketing mix students relied more when choosing MU ―People
―Physical evidence or ―Processes
2 Does the possibility of domestic market employability after graduation plays the key role
for choosing MU
These two research questions will help to get a clue on how specifically to improve
attractiveness of MU
Data is analyzed by using excel Microsoft office application with support of various graphs
and tables It has been calculated that majority of respondents are current students in MU
which gives more in depth data describing university attractiveness
36
Graph 1 ―Identification of students` status
It is 62 of respondents stated that they are currently study in MU This will bring more in
depth data from the survey
Specializations have wider split up with two major elements Informatics and Medicine
amount to 32 and 27 accordingly Unfortunately there are no any students from sport
faculty As it has been mentioned respondents were chosen randomly so it can be obvious
that there is big amount of students studying or intend to study medicine and informatics
Graph 2 ―Identification variability of specializations
37
Country of origin table shows that students from Slovakia have majority Probably
because of country and national closeness to Czech Republic The second biggest majority is
students from United Kindom after them students from Russia and Hungary
Graph 3 ―Country of origin split up
Question number 4 relates to first research question (On what element of marketing mix
students relied more when choosing MU ―People ―Physical evidence or ―Processes)
which specifies the level of ―Process element in MU In general the level of handling phone
callemail is acceptable with 14 respondents answered as completely sufficient or completely
sufficient with additional information This shows that majority of students are satisfied with
first impression of contacting MU
38
Chart 3 ―Level of handling callemail inquiry
Question number 5 explains another element in first research question which is ―People It
is evident that for majority of students academic experience is the most important to know
about professors professionalism But it is also a big quantity of those who did not analyze
any information Five students responded that work experience in business sphere is a key
criteria to choose MU
Chart 4 ―Criteria for identifying professionalism of university teaching staff
The ―Process element is evaluated in question number six which explains the level of
administrative and bureaucratic functions in MU on the matter of convenience and usage
Number of courses
teachers offer
Quantity of
publication of
teachers
Work experience
in business sphere Academic
Experience Professional
title in
business
I didn`t analyze
any information
about academic
staff in MU
39
Chart 5 ―Convenience
On the chart it is shown that students rate these functions as convenient with only several
students who perceive it as rather inconvenient On the ―Usage chart it has also positive
trend representing that MU administrative and bureaucratic process is highly useful
Chart 6 ―Usage
Question number seven explains third element ―Physical evidence In graph below it is
obvious that majority of students do not check this element while choosing MU
40
Graph 4 ―Identification of processes element
69 replied negatively and 31 positively which means that this factor does not play a
key role in selecting university Majority of students rate MU facilities as comfortable It is
shown in the table below that eleven students rate facilities as good
Chart 7 ―Identification of physical evidence element
Question number nine encompasses several criteria which were taken from two elements of
marketing mix ―People and ―Physical evidence and some were not from this marketing
mix like ―ability to get employment in home country ―worldwide acceptable diploma
These two factors were taken from the second research question ―Does the possibility of
41
domestic market employability after graduation plays the key role for choosing MU Results
showed that students highly value ―ability to get employment in home country (16
respondents gave highest score) Also highly rated MU diploma as worldwide acceptable (15
respondents gave the highest score) Also for respondents it is important (with lower grading
score ndash ―4) ―Strong academic staff and ―Excellent laboratory facilities
Chart 8 ―MU criteria
Question number 10 includes set of common services that university provides to students
This question helps to understand what services MU provides sufficiently to students Results
showed that sufficient services that MU provides are almost all which have been mentioned in
the options list Only ―Small class sizes do not meet big majority expectations
a Ability to get
employment in home
country
b Strong
academic staff
d Library
facilities
c Excellent
laboratory
facilities
e Worldwide
acceptable diploma
42
Chart 9 ―MU services
Interesting results gave to the researcher questions number 11 which shows that mostly
students got to know about MU from internet search engines and from relativeslsquo advice
Graph 5 ―Media channel of MU
Question number 12 and 13 give overall satisfaction level with MU Question number 12
has been adopted from theoretical part which asks whether student is ready to enter university
again if heshe would have the same opportunity Question number 13 is double-checking this
statement Results are showing that majority of respondents would enter MU again and they
are satisfied with overall MU educational service
Reasonable
accommodation
Exchange
programs
Number of
modules
Small class
sizes
Internship
possibility
Research
environment Faculty
43
Graph 6 ―Choosing MU
Graph 7 ―General satisfaction of MU
Although researcher might observe big quantity of students who are relactant to answer
Graph derived from question 12 shows that half of respondents do not have such a strong
feeling to reenter MU The same situation is in general satisfaction of MU where 38
remained neutral
The last two questions deal with second research question And here results are varied
Graph 8 derived from question 14 depicts that MU degree is not that helpful for getting the
job back in home country Only 23 answered that degree surely will help to get a high paid
44
position 38 replied as ―probably yes 35 answered as ―not sure and 4 answered
―probably not So around 61 of respondents feel positive about successful employment
back home the rest are not that confident
Graph 8 ―Employability element
Graph 9 ―Employability element second question
If respondents replied positively on 14th
question then they were asked to state the reason
for this As it can be seen above high standard European education is playing a key role for
successful employment Also the rest of options have high scores too
45
RESEARCH REPORT
In the purpose of survey it was essential to understand which of three elements in
marketing mix (―People ―Processes and ―Physical evidence) students rely more and
therefore less while choosing MU According to study made in South Africa by Jonathan Ivy
there are seven elements in marketing mix which all equally important for improving
company attractiveness in service business Researcher of this study picked three out of
seven because they more closely respond to actual service oriented company The rest four
elements (product price promotion place) were existing before as traditional marketing mix
for all types of businesses So the element ―Processes uncovers with questions number 4 and
6 From the graphs it is obvious that students are satisfied with this marketing mix This gives
university strong point in attracting students Call email handling Information system
functionality and other bureaucratic functions work sufficiently well 22 students rated
callemail handling as positive Usage and convenience of different MU functional processes
are also positively appreciated with 13 students for convenience and 15 for usefulness From
this data it can be clearly stated that students do rely on effective functions of MU
Element ―People is identified in questions 5 9 and 10 Question 5 gives information that
students do not mainly rely on ―People element while choosing MU 9 students did not
analyze any information about professionalism of university teaching staff Meanwhile the
main factor on what students pay attention is academic experience of teachers But answers
for the questions 9 and 10 gives a tendency that students do rate criteria ―Professionalism of
teachers high but actually they give lower score for this actual criteria in question number
10 In question number 5 students chose different aspects of professionalism of teachers as a
criteria to enter MU Total score for professionalism aspects is 4+4+5+10+4=27 Also in
question number 9 criteria ―strong academic staff accumulates 17 points (it is taken only 4
and 5 levels of importance) But in question number 10 only students give only ten points for
―faculty as a sufficient service provided by MU It can be assumed that students had higher
expectation before entering into university that they have got
Element ―Physical evidence is seen as not important for respondents Graph for question
number 7 shows that 69 of students did not check elements of ―Physical evidence Also
majority of students rate university facilities as ―Good with opportunity to select ―Excellent
46
status (in question number 8) On the other hand students rate university accommodation and
research environment as high enough (question number 10) It can be concluded that during
the process of choosing university students do not rely heavily on ―Physical evidence But
they did get reasonable service in ―Physical evidence while studying in MU
Second research question states ―Does the possibility of domestic market employability
after graduation plays the key role for choosing MU After analysis of relevant graphs and
tables it became clear that this factor (possibility to get employed) is very important for
students So question number 9 gets the highest score (16) for criteria in choosing MU ndash
―ability to get employment in home country and also high score for ―worldwide acceptable
diploma Even though students rate possibility to get employed as the highest criteria to
enter MU 39 of students are not sure or don not think they will obtain high paid job back
home Here is the point to work for MU administration Students rely on high standard
European education and English language education as a key criterion for being confident in
getting well paid job (question number 15)
The data analysis process constitutes the following
1 MU has convenient and useful bureaucratic functions which are considered as a strong
point in delivering knowledge without obstacles It is difficult to identify the level of
―processes in organization but some points can be highlighted in promotion materials It can
be description of functionality of Information System or description of easy courses
registration
2 Element ―People has deviation in what is expected and what is delivered Students
have a bit higher expectations on the level of teaching staff experience and competence It is
recommended to do a deeper research on the reasons for this deviation But for now it can be
decided to arrange seminars or trainings for teacher to improve their marketing knowledge
and explain commercial tendency in market of high education
3 University ―Physical evidence is has strong rate of sufficiency The only problem that
students do not feel need to pay attention on this element Here MU administration should put
accent on Including pictures of libraries with free Wi-fi canteens computer labs which have
good and pleasant conditions
4 The most important criteria for students to choose MU is high possibility to get
employed at home But this perspective lacks consistency because there is significant amount
of students who remain uncertain in the future employability This gap can be solved by
successful decision making of three elements above ―People ―Processes and ―Physical
47
evidence But it is recommended to conduct further survey questioning the reasons of
students` uncertainty in future employability Maybe the reason is not related to some weak
points in marketing mix but the problem in home countries itself (political instability
nepotism etc)
To sum up the general situation in four factors mentioned above ―processes should be
promoted to international students as a smooth tool in obtaining degree ―people should go
through training on how to deliver lecture in contemporary commercial world of high
education market ―physical evidence should be mentioned in promotion of MU ―student
employability will be interrelated with ―people plus MU has to install closer relationship
with international companies (internships provision seminars with company representatives
professional lectures from leading companies etc)
Secondary information has also a great help in increasing university attractiveness
Viral marketing can be applied to MU because question number 11 shows that internet search
engine is a key tool how students found about MU There is a video of experience Brno life
among Erasmus Students which can be remade as a good promotion video of student life on
campus For Masaryk University very effective tool will be Google Analytics giving a wide
scope of techniques on how to track differentiate and analyze visitors ―Google Analytics is
the enterprise-class web analytics solution that gives rich insights into the website traffic and
marketing effectiveness Powerful flexible and easy-to-use features now give opportunity to
see and analyze your traffic data in an entirely new way With Google Analytics it is easier to
write better-targeted ads strengthen marketing initiatives and create higher converting
websites (Google Analytics website)
In general MU marketing politics should involve techniques mentioned by Jarvis J in his
book ―What Would Google Do Companies must learn that they are better off when they
cede control to their customers Give us control we will use it and you will win
Also it is important to read blogs There are search engines for blogs like Technorati
Icerocket Google Bloglines Pub-sub where MU marketing officials can search for MU
discussion groups or some topics
MU officials should constantly maintain ―conversation with current students It is a good
idea to start communication with those bloggers who care enough to talk about MU products
and service and brand The least MU officials can do is engage them and join the
conversation Even further step can be done Ask consumers what they think MU
48
administration should do MU will end up with better products and do a better job selling
them to more satisfied customers who can even help each other if MU officials let them
Next it will be effective to start university blog where students openly and forthrightly
share the problems and the solutions as they occur There is no reason why a university dean
should not open a direct conversation with the public That will do more to change the
culturemdashto finally make it customer-focused and mean itmdashthan a dozen consultants a
hundred off- sites or a million ad impressions
During of development process of some programs or anything in university it is better to
involve students in this process also
The last but not the least is links on the website of MU There are three links on the ESF
faculty One of them is ―Review of economic perspectives ―call for papers and Citi Bank
banner There should be more links to Headhunters conferences industry associations
current job opportunities etc This gives website alive image and helpful time spending
49
CONCLUSION
This study has been conducted in favor of future Masaryk University prosperity in the
current commercial world Researcher had a strong motivation to give helpful secondary and
primary information which will foster university educational process in the frames of
contemporary world
Of course any research comes up with further recommendations to analyze questionable
matters in results obtained Researcher believes that this work is just another step to constant
need of self-improvement
Researcher advices to put more accent on IT support to promote university image and
therefore increate its attractiveness (Harry Hayward 2011) mentioned that 80 million hours
of video loaded to YouTube every minute So there is high potential for promotion Viral
video of MU will hit several aspects of university improvement brand product suite
differentiation lifestyle according to Dr DJToncich Apart of that it is recommended to
build system of values believes and attitudes among students and university staff and
promote this in the future According to Dr Mark Putman it is essential nowadays to educate
university staff about strategic role of marketing and branding Website analytics would be
useful for measurement and marketing analysis Search optimization engine is another tool on
how to maintain university webpage in the top 10 results in Google chrome or other web
search engines On YouTube there is option to post advertisement of a company only in the
videos which are related to the sphere of products or services company offer So MU might
sign a contract of including its advertisement on videos which has key words as ―education
―high ―in English etc
According to primary data obtained it is obvious that several aspects in MU marketing
mix do not match high criteria among students Once one factor ―People would be solved
through trainings and constant updating knowledge of personnel another interrelated problem
will be offset ndash ―Employability But there is no any research done on interdependence of
these two factors so for further analysis of situation another research should be taken The
main purpose of this research would be identification of cause and effect linkages between
50
―People ―Employability and other factors which influence studentslsquo ability to get high paid
job back home And there are a lot of those factors starting from political situation in the
country to the level of corruption and nepotism
MU has potential to improve its educational process as we do the students because we are
the main customers for our university But one thing should not be forgotten and it is
companies which have strong notion about reality in one or another specialization That is
why my last advice for Masaryk University is to appeal as a liaison entity between students
and companies
51
REFERENCES
Barabba Vincent P Zaltman Gerald 1991 ―Hearing the Voice of the Market Competitive
Advantage Through Creative Use of Market Information Chapter 5
Conway Tony Stephen Mackay David Yorke (1994) Strategic Planning in Higher
Education Who Are the Customers International Journal of Educational Management
Vol 8 Iss 6 pp29 ndash 36
Cooper Donald R Schindler Pamela S 2003 ―Business research methods 8th ed
Dillman Don A 2000 ―Mail and Internet Surveys The Tailored Design Method 2nd
Edition New York
Dekeba Alemayehu 2003 ―Basic of Marketing Research Methods
URL httpwwwglobuszcomebooksMarketingResearchindexhtm
Hemsley-Brown JV and Oplatka I2006 Universities in a competitive global marketplace
a systematic review of the literature on higher education marketinglsquo International Journal
of Public Sector Management Vol 19 No 4 pp 316-338
Harry Hayward ―The power of digital storytelling 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Hair Joseph F - Bush Robert P - Ortinau David J ―Marketing research within a changing
information environment 3rd ed2006
Hsuan-Fu Ho Chia-Chi Hung Marketing mix formulation for higher education An
integrated analysis employing analytic hierarchy process cluster analysis and
correspondence analysis International Journal of Educational Management Vol 2 Iss
4 2008
Jarowski Ajay K Kohli and Arvind Sahay 2000 ―Market ndash Driven Versus Driving
Markets Journal of the Academy of Marketing Science 45-54
Johnson Bob ―Mobile marketing in higher education getting ready for 1012 and beyond
2011
URLhttpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Jarvis J ―What Would Google Do Adobe Acrobat eBook Reader 2008
52
Jonathan Ivy A new higher education marketing mix the 7Ps for MBA marketing
International Journal of Educational Management Vol 22 Iss 4 2008
Kotler Philip Fox Karen FA 1985 Strategic Marketing for Educational Institutions
Mora Michaela ―What Is Statistical Significance 2011
URL httprelevantinsightscomtagsample-size
Nha Nguyen Gaston LeBlanc 2001 Image and Reputation of Higher Education Institutions
in Studentslsquo Retention Decisions International Journal of Educational Management
Vol 15 Iss 6
URL httpwwwemeraldinsightcomjournalshtmarticleid=838798amp
Oppenheim ldquoQuestionnaire Design Interviewing and Attitude Measurementrdquo 1992
Oud Jacqueline 2004 ―Market research versus marketing research
Pimpa Nattavud 2003 ―Internationalization and trade in higher education opportunities and
challenges
Putnam Mark ―Do you drive the agenda or go along for the ride 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Rakhee Vyas Anne L Souchon 2003 Symbolic Use of Export Information A
Multidisciplinary Approach to Conceptual Development and Key Consequences
International Marketing Review Vol 20 Iss 1 pp67 ndash 94
URL httpwwwemeraldinsightcomjournalshtmarticleid=855530
Rich Lyons ―Authentic branding how creating a school brand with culture and curriculum
just might help save us 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Robert S Michael ―Inquiry amp Scientific Method 2002
URL httpwwwindianaedu~educy520sec5982week_1inquiry_sci_method02pdf
Rodriguez G ―5 Questions to Help You Understand Your Customer 2004
URL httpwwwpowerhomebizcomvol146customerhtm
Sekaran Uma Bougie Johan Roger Gisbert2009 ―Research Methods for Business a Skill
Building Approach 5th ed
Singleton Royce A Jr and Bruce C Straits 1999 Approaches to Social Research (3rd
Edition) New York Oxford University Press
Smith Scott M Albaum Gerald S 2005 ―Fundamentals of Marketing Research
Snyder Bruce ―Maximizing the power of web analytics 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Toncich ―Study and Learning in the Australian University System
53
URL httpwwwdoctorteenetfilesunibook04_ppdf
WEBSITES
Experiment-Resourcescom ―Comparing Quantitative and Qualitative Research 2009
URL wwwexperiment-resourcescomquantitative-and-qualitative-researchhtml
Higher Education Marketing Company Canada
URL httpwwwhigher-education-marketingcomcontact
Google Analytics website
URL httpwwwgooglecomintlenanalytics
54
Appendix A Questionnaire
Dear respondent this questionnaire is created in terms of Master`s degree diploma thesis The main goal of
this survey is to improve Masaryk University attractiveness by deriving the reasons for choosing Masaryk
University in obtaining a degree The answers will be kept as confidential and would not be used in any
other purposes other than for this research If you would have any questions regarding the results of this
survey please contact me
Ilya Shaiderov (380502mailmunicz)
Thank you for your cooperation
1 Are you a current or prospective student ____________________
2 What specialization you are obtaining or intend to obtain in MU ____________________
3 Please specify your country of origin ____________________
4 Please rate the level of handling your first phone callemail inquiry by MU staff (only if it is
applicable to your case)
1 2 3 4 5
5 While considering MU as an option to study what criteria did (do) you analyze to check
professionalism of university teaching staff (you may choose several options)
a Number of courses teachers offer
b Quantity of publication of teachers
c Work experience in business sphere
d Academic Experience
e Professional title in business
f I didn`t analyze any information about academic staff in MU
No response
Insufficient response
Sufficient enough
Completely sufficient with additional information
Completely sufficient
55
6 (Only for current students) Could you characterize the process of courses registration usage of IS
system and other administrative and bureaucratic functions of university (please choose one in each
scale)
Convenience
1 2 3 4 5
Usage
1 2 3 4 5
7 (For both current and prospective students) While choosing MU did (do) you check quantity of
books in university library accessibility of electronic databases new editions of study materials
overall quality of library
Yes
No
8 (Only for current students) Please rate MU facilities (buildings classrooms computer labs etc) on
the matter of ―comfortability
1 2 3 4 5
Excellent Good Sufficient Not enough Bad
Completely Convenient
Rather Convenient
Convenient Rather Inconvenient
Completely Inconvenient
Completely Useful
Rather Useful
Useful Rather Useless
Completely Useless
56
9 (For both current and prospective students) How do you rate the following factors as criteria for
choosing MU (1- least important 5 ndash most important)
a Ability to get employment in home country
b Strong academic staff
c Excellent laboratory facilities
d Library facilities
e Worldwide acceptable diploma
10 Please choose (mark ―V) services that MU sufficiently provides to you as a student (in case you
are prospective student - should be provided)
___ Reasonable accommodation (covered by student)
___ The number of modules in the degree and big variety of elective courses
___ Student exchange programs
___ Research environment (sufficient up to date study materials computer labs laboratories etc)
___ Small class sizes
___ Internship possibility
___ Faculty (profound selection of PhD and profession specialists)
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
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3
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1 2
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3
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5
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1 2
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r
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d
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c
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m
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4
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a
q
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f
r
o
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h
e
d
o
c
u
m
57
11 From what source you first found out about Masaryk University
a Website search engine
b Advice of friends parents etc
c TV
d Newspaper please specify____________
e Journals please specify____________
f Billboards
g Website banners please specify website_______________
h Other source__________________________
12 (Only for current students) If you had do it over again would you still choose MU If not please
specify why
a Yes
b Not sure
c Probably would
d Probably would not (please specify why)
__________________________________________________________________________________
__________________________________________________________________________________
________________________________________________________________
13 (Only for current students) Please describe your level of general satisfaction with university
a Not satisfied at all
b Neutral
c Satisfied
d Very satisfied
58
14 (For both current and prospective students) Do you think MU degree will help you to get above
average salary in your home country
a No b Probably not c Not sure d Probably yes c Yes
15 If you think that MU degree helps to get well paid job in your home country what might be
reasons for that (more than one reason can be selected)
a High standard European education d Possibility to pass internship in Europe
b Degree specialization choice e Other_________________________
c Education in English language
19
certain attitude of respondent If such type of option will be included it is important to
increase sample size because of increased probability for respondent to choose neutral answer
B Dichotomous questions
It is the easiest type of questions for respondents It is considered as a question with
average probability for being ambiguous But it has the lowest probability of being ambiguous
among free-answer questions and multiple-choice questions
C Multiple choice questions
The researcher has two options if she wants more detailed information in a certain
question It is to create multiple choice question or free-answer question Usually multiple
choice questions are more complex and longer than the other two (dichotomous and free-
answer) Ambiguity in such type of questions derives from inability to formulate mutually
exclusive alternatives Another reason for ambiguity is limitation of the chosen answer
Respondent should select only one option which most widely answers the question For this
reason researcher may offer to select as many options as respondent wishes There is a table
below which shows relative probability of ambiguity related to form of question
Table 1 ―Form of Question and Relative Probability of Ambiguity (Smith Albaum 2005)
D Question wording
Selection of right words plays important role in questions development So in wording
choose researcher should be extremely careful Ambiguity in wording has several sources
Question length
Respondent unfamiliarity with some words
Relative Probability of Ambiguity
Form of Question Question Answer
Free-answer Lowest Highest
Dichotomous Average Lowest
Multiple-choice Highest Average
20
Ambiguity of context
Two questions included in one sentence
Too broad questions
If questions are too long this will confuse respondent and affect data accuracy For this
reason researcher should keep questions concise and clear If some words in question are
unfamiliar to the respondent this will also lead to confusion and inability to provide right
information So in case of scientific wording in questionnaire and non-homogeneous
backgrounds of respondents low level of vocabulary should be used Also researcher should
verify whether questions imply only one matter in order not to mislead respondent Questions
that lack specificity should also be avoided Those questions are developed with general
words like ―how often for example
In general researcher must provide alternative question wording pretesting and
verification by observation In alternative question wording first have of sample group may
get options in one order and the second one in reverse order Once questionnaire is ready
pretesting is another good way to decrease ambiguity Only one concern here is to choose
relatively the same group of respondents as it will be in the real research By close
communication with respondent in pretesting step researcher can determine some troubles
misunderstandings arose during this step And last advice is verification by observation
Researcher can (where it is possible) verify answers of respondents by observing their actions
related to questions answered It is not the easy activity so only those questions will be
verified where it is possible to do so (Oppenheim 1992)
110 Sampling procedures in Marketing Research
―Sampling is a selection of small number elements from a larger defined target group of
elements and expecting that the information gathered from the small group will allow
judgments to be made about the larger group The main idea of sampling is that a decision is
based on the assumption that the smaller portion or sample is representative of the larger
population (Hair Bush Ortinau 2006)
There should be a strict order in defining sample for research
21
Chart 1 ―Defining Sample
Sampling procedure starts with defining of population Population is amount of units
(individuals legal entities households) which has one or more similar feature among each
other In order to specify population researcher should answer such questions as what kind of
units (elements of analysis) to be included where they reside or their origin and when
(dimension of units in terms of timeframe) Population should be defined as precisely as
possible At the moment of finalizing population definition investigator decides whether it is
necessary to investigate the whole amount of population (census) or a part of it (sample) The
choice depends on the size of population If the size of population is small census can be an
optimal option otherwise should be created sample
Sample design includes type of sample sampling unit and sample frame Majority of
samples are selected by choice of investigator as non-probabilistic method Where
investigator selects elements of sample in terms of convenience availability and own
judgment Researcher uses table or any other random selective device for the probable
method (Smith Albaum 2005)
Define population
Sample design
Sample size
Estimate costs of sampling
Census vs Sample
Execute sampling process
22
―Sampling unit is the basis of the actual sampling procedure It is that segment of the
population actually chosen by the sampling process The sampling unit may contain one or
more population elements That is these units may be individual elements or aggregates of
individual elements (Smith Albaum 2005)
Sample frame is considered as a list of elements of the population For instance it can be
list of characteristics of elements which are expected to pass the interview or fill out
questionnaire In a perfect case sample frame should determine each population element once
and should not include those elements which are not in the population criteria There several
options below of inaccurate sample framing process
Chart 2 ―Sample Framing Processes
A Incomplete
Sampling frame
B Too Comprehensive
C Combination
Sampling frame Population
Sampling frame Population
Population
23
There is also set of questions to ask during generation of sampling list
Does the list contain everyone in the survey population
Does the list include names of people who are not in the study population
How is the list maintained and updated
Are the same sample units included on the list more than once
Does the list contain other information that can be used to improve the survey
(Dillman 2000)
There are four traditional approaches for the determining sample size
1 Arbitrarily or judgmentally determined
2 Minimum cell size in analysis
3 Based on budget
There are two types of costs in sampling process fixed and variable Fixed costs are those
which are determined and constant Variable costs depend on the volume of study being
conducted The dashed line in the upper graph shows interrelation between costs and sample
design If costs are too high researcher reconsiders sample design or sample size
The last step is actual choice of sample There are two main criteria for this process
sample must be adequate and representative For the sample being representative means that it
reflects overall characteristics of the whole population Adequacy is sought in sufficient
amount of elements selected to provide stable results Also there are two types of sampling
designs probability and non-probability samples Non-probability sampling differs from
probability sampling on the basis that in non-probability sampling the sample elements do
not have a known nonzero chance of being selected for the sample In probability sampling
each element has a known and equal probability of selection This study incorporates
probability design because there are no any predisposed respondents (Smith Albaum 2005)
111 Editing Coding and Descriptive Analysis
―Completed questionnaires or other measurement instruments must be edited coded
entered into a data set for processing by computer and carefully analyzed before their
complete meanings and implications can be understood (Smith Albaum 2005)
24
The main reason for this process is converting data obtained into information which will
provide inferences and answers to research question A certain sequence is needed to perform
successful data analysis In short there should be definition of response categories at first
then editing and coding and at last tabulation All these three steps will be implemented in the
practical part
112 Research Errors
In any research errors will occur so management of errors must apply Errors can arise in
any stage of marketing process from problem formulation to report development It is a goal
of investigator to minimize those errors The value of total error is comprised of sampling
error plus non-sampling error Sampling error (usually called as random sampling error) is the
difference between planned sample and the list of interviewees it is formed Non-sampling
errors are those which are not related to the sample itself Usually non-sampling errors related
to sort of bias as the difference between the true value of that which is being measured and the
average value derived from a number of independent measurements of it There are eight
major types of errors
Population specification ndash difference between required population and population
chosen When researcher chooses inappropriate population for the data collection
Sampling difference between required sample and the one that has been selected
When sample does not represent the population selected by using probability sampling
method
Selection error usually occurs when researcher pick up respondents whom she knows
who is more pleasant in general who is easily reached This tendency deviates real
population selected
Frame error Sample frame is a set of representatives of population who relate to
required sample The frame error occurs when elements which are not in the sample
group are investigated
Nonresponse error occurs when all members of the sample cannot be reached or they
refuse to respond
Surrogate information error occurs when investigator is unable to obtain responses and
replace it with proxy answers leading to surrogate information
25
Measurement error occurs in several stages of research transmittal response analysis
In general researcher represents information that he wants rather the real one
Experimental error When investigator is measuring the influence of independent
variables on dependent one while controlling extraneous variables (Smith Albaum
2005)
2 PRACTICAL PART
21 Marketing Research Process Applied
For this study it has been identified that the problem of current situation in MU is its
inability to attract more international students
Problem Formulation Prospective students do not choose MU for degree obtainment
Research goal To identify ways on how to increase studentslsquo inflow into MU by means of
detecting general preferences of MU customers (prospective students and current students)
Research questions
Based on the study of 7P approach made by Jonathan Ivy one research question arises
1 On what element of marketing mix students relied more when choosing MU ―People
―Physical evidence or ―Processes
From another study made by Hsuan-Fu Ho and Chia-Chi Hung second research question
arises
2 Does the possibility of domestic market employability after graduation plays the key role
for choosing MU
26
Method of Inquiry
As been mentioned in the theoretical part the first step in method of inquiry is observation
and description of a phenomenon or a group of related phenomena This step is known for its
qualitative methods of applicability
Have been studying for almost two years in MU and communicating with dozens of
international students I found several aspects to consider for MU attractiveness improvement
Students who stay longer than a semester differ from those who came just for one semester
under Erasmus exchange program This research deals with the first category of students and
for them it is important to have more frequent university-student correspondence Keeping the
fact that education process in Masaryk university different and complicated in terms of
Information Technology (student information system is very confusing with no English
version of some pages) there should be prepared an orientation seminars on how to effectively
use all university premises and surrounding city facilities It can be easily done with the help
of International Students Club which has excellent image among such clubs in Europe There
is orientation week for students but from the students point of view is more prepared to make
things done (like ISIC card issue register to information system) rather than providing
students with tools on how to achieve what they need to This can easily be done by
information system additional applications of city university map student forums and
discussion groups The information system should be done in more client friendly way with
good English translation of the web pages
This work would not include any hypothesis because of the chosen research design ndash
explorative
Research Methodology
In this will be applied nonexperimental method because of objectivity purposes There is
high risk of mislead and misinterpretation to the respondent which will affect the survey
results
Question number 1 2 3 in the survey (can be found in appendix of this work) was
included for the reason to find additional information from prospective students who intend to
continue their study Question number 11 gives idea on the effective media channel that
students got information from Question number 12 and 13 will help to summarize general
student opinion on MU and find some deviations from the rest of the questions
27
Below are the questions in the survey which relate to research question number 1 ―On what
element of marketing mix students relied more when choosing MU ―People ―Physical
evidence or ―Processes
Question number 4 6 7 was adopted from literature source (Jonathan Ivy 2008) of
theoretical part This question identifies the level of ―Processes element of marketing mix
Question number 5 based on the same literature source was adopted to verify another element
of marketing mix ndash ―People Question 8 uncovers the level of third element ―Physical
evidence Question number 10 encompasses all three elements to double check the main
criteria that students choose or consider MU to study
Below are questions in the survey which relate to research question number 2 ―Does the
possibility of domestic market employability after graduation plays the key role for choosing
MU
Questions number 14 and 15 will help to identify the level of studentslsquo motivation to enter
MU for the reason of higher chance of employability after graduation These questions were
adopted from literature source provided by Hsuan-Fu Ho and Chia-Chi Hung
Question number 9 relates to both research questions because it covers the scale of
significant factors that might affect student to choose MU
Research Design
The study entitled ―Quantitative Marketing Research attempts to accumulate the sequence
of procedures to conduct successful marketing research It has been chosen to use quantitative
research for the reason that study aims to find out the answer of a research questions through
numerical evidence This method enables researcher to gather existing information and data
regarding interrelationship between low rate of students registration to MU The study will
help to answer on two research questions posed in this work
Selection of data collection techniques
The study incorporates two techniques of data collection secondary and primary
collection Secondary information reveals current situation of HE marketing worldwide and
primary information helps to find the match up for solution of MU problem and secondary
information findings
28
Sample design
Researcher uses probability sample design with quantity of respondents equal to 26
Data collection
For study purposes data will be collected by giving out questionnaires to current and
prospective students who study or intend to study in English in MU Hard copy questionnaires
will be collected after respondents finish answering them Total collected questionnaires
amount to 26
Research errors
Population Specification error is mastered by questioning potential respondent whether
shehe studies in English Sampling difference researcher will overcome by keeping the
highest level of variety of respondents (by country of origin) Selection error is out of the
matter because researcher is not introduced to the majority of students studying in English
Nonresponse error may occur for the further purposes of the research respondents would be
asked the reasons for rejecting to fill out questionnaire The same procedure is for the
surrogate information ndash if researcher will not be able to get answers from respondents they
will be asked about the reason of rejection
22 Analysis and interpretation of data
Secondary and Primary data is analyzed and interpreted in section 23 and 24 below
23 Secondary data
Marketing communication of universities
As has been mentioned previously in this work the best option to collect relevant primary
data is to rely first on secondary information and then delve down in certain aspects by
collecting primary information In this item it will be explained what has been done in
marketing communication of universities around the world This part will also cover the
question of what communication strategies and tools the international universities use to
attract their students
29
From the first finding to start universities all over the world practicing advertising
campaigns with such words as ―Internationally renowned Award winning Prestigious
Proud history Career oriented etc But not all the time these sparkling words are real truth
―Does it actually matter whether a university has ―tradition if its current practice is poor
Does it matter if a university is ―internationally renowned if the particular course that is
being considered is known to be badly operated by local standards Does it really matter if a
university has ―a proud history if the present isnlsquot very good (Dr DJ Toncich2008)
Australian professor Dr DJ Toncich in 2008 published a book ―Study and Learning in
the Australian University System where he clearly stated various forms of
Marketing in universities of Australia ―The most common example of universities selling the
sizzle rather than the sausage appears in areas such as science engineering and architecture
where potential students are bombarded with glamorous images of spacecraft sky-scraper
buildings nuclear reactors and so on There are different ways how universities attract their
students There is a table provided by Dr DJ Toncich which explains the ways on how to
promote different parts of university image
Table 2 ―Ways on how to promote elements of university image
30
A ―Tool is a part of company (university in this case) image which should be promoted
And ―Vehicle is the way part of the image can be promoted ―Some key points to note are
that the mass media outlets (newspaper television and radio) having the broadest audience
are generally reserved for ―big picture marketing including the universitylsquos brand and
confidencereinforcement strategies Self-evidently promoting to the broadest audience is the
most costly way of getting a message out so the message needs to be simple and clear The
more specialized the audience however the more detailed the information ndash for example
university course guides and handbooks have the most specific audience and subsequently
the highest level of information density In these vehicles there is generally less content
related to the big picture issues of confidence and brand (Dr DJ Toncich 2008)
Nguyen amp Le Blanc (2001) focused on the image and reputation of the institution and
referred to the crucial role these factors played in the development of market positioning ndash
they drew on the well established concepts and theories in business sector marketing for their
study Bonsardi amp Ekwulugo (2003) who claimed that ―a centrally important principle of
marketing is that all marketing activities should be geared towards the customer also relied
on the literature used in business sector marketing and applied it to the context of higher
education
Branding is important for university to stand out in the market In ―ConnectEd
Symposium for the marketing of Higher Education (Chicago November 2011) Rich Lyons
(Dean Haas School of Business University of California Berkley) argued that
―What passes for branding in higher education is often nothing more than a catchy slogan
and logo Branding projects in universities sometimes evoke hostility indifference or bothmdash
or raise the question of why a good school would need to be so concerned about its image that
it would resort to ―corporate measures But when branding reaches deep to magnify a
schoollsquos differentiation and its core essence the result can be a powerful boost on multiple
dimensionsmdashstudent recruitment alumni interest fund raising media interest and so on And
it can resonate with key audiences emotionally to align what the school does with their
passion to change the world Dean Rich Lyons has led the Haas School of Business at UC
Berkeley in branding the school based on codifying its distinctive culture driving that culture
through its business processes and reforming its curriculum to produce a particular type of
leadermdasha path-bending leader The process is lengthy difficult and risks are high Learn why
the rewards of an authentic brand are worth the effort
31
According to this speech strong brand is coming from the culture of interaction among
students and all university staff Mainly students and professors should clearly understand
what matters mostly attracted them in chosen university (values believes attitudes etc should
match up with student`s)
Another aspect for university marketing start up procedure is reposition communications
as a strategic function in a more proactive attitude This matter has been covered by Dr Mark
Putnam President Central College IA in his article ―Do you drive the agenda or go along for
the ride In this article author ―sought to change the view of the marketing and
communications team from customer service providers to strategists He set a good example
with presidential blog using it to elevate the level of discourse at Central Putnam has a track
record for this kind of change management As senior vice president at Northeastern
University (Boston) he worked with the communications team to educate the university about
the strategic role of marketing and branding He comes by this perspective naturally (Dr
Mark Putnam 2011)
To improve university technical tools in attracting students mobile marketing is a great
way ―Mobile marketing brings challenges and opportunities to higher education when scarce
resources limit the ability to add new technologies and techniques to communication plans
We examine the mobile marketing landscape in search of whats most relevant to higher
education today with special attention to student recruitment and brand strength Areas
covered include site design for best task completion writing right for mobile sites monitoring
web analytics and integrating with traditional and social media websites (Bob Johnson
2011)
Another technical tool is digital video clips ―Video in its many forms is becoming a
major factor in our collective lives (80 million hours of video loaded to YouTube every
minute for example) As digital storytelling it is also being used in a variety of ways to build
brand equity with internal and external audiences Outcomes will be a better awareness of the
current trends in using video as a brand building tool and a field guide for teaching others
within the organization to make powerful digital stories Im currently using the workshop at
the UW to train students who will study abroad to make and distribute good quality video
about their experiences (Harry Hayward 2011) In case of brand building using video
assistance viral marketing campaign might work And the last idea which will increase
university profit is web site analytics ―The website is not only a conduit for most of your
marketing efforts todaymdashitlsquos also an incredible tool for measurement and marketing analysis
32
With web analytics you can better quantify the impact of your marketing campaigns improve
the effectiveness of your website segment visitors for micro-marketing efforts and generate
valuable marketing intelligence (Bruce Snyder 2011)
Marketing is the process of customer identification (needs views preferences financial
possibility to buy certain product) This task will be done through primary information
analysis Another task in marketing is development of ―analytics-driven approach to help to
reach a targeted student through search engines mobile smartphones text messaging email
newsletters and social media (Higher Education Marketing Company) This company has a
straight and logic view on marketing process in university which provides a wide scope of
services Google Analytics Search Engine Optimization Pay Per Click Marketing Social
Media Marketing Google Maps amp Local Search Web Design amp Development Mobile
Marketing Short Message Service (SMS) Another very effective tool is SEO (search engine
optimization) which allows embedding into the company website option for the most
important (most likely needed) words phrases while creating company web pages This set of
words with high possibility that potential customer will dial up will give opportunity for the
company website to pop up in the top list of the search engine (Google chrome yahoo etc)
Under research problem ndash low enrollment of students the researcher should look for the
findings of other studies relevant to this study problem The questions to start with are ―What
factors in university marketing practices are missing to achieve constant enrollment growth
―Is there any interrelationship of those factors and university attractiveness growth
One of the studies has been conducted among students registered state subsidized
universities in South Africa The purpose of this paper was to present a new marketing mix
based on MBA studentslsquo attitudes and opinions towards the marketing initiatives of business
schools in South Africa The findings of this study revealed showed seven quite distinct
underlying factors in the marketing activities of these business schools some covering the
same elements of the traditional marketing mix people promotion and price There were
however four different elements programme prominence prospectus and premiums ―The
marketing mix is a set of controllable marketing tools that an institution uses to produce the
response it wants from its various target markets It consists of everything that the university
can do to influence the demand for the services that its offers Tangible products have
traditionally used a 4Ps model the services sector on the other hand uses a 7P approach in
order to satisfy the needs of the service providerlsquos customers product price place
promotion people physical facilities and processes The product is what is being sold It is
33
more than a simple set of tangible features it is a complex bundle of benefits that satisfy
customer needs The price element of the services marketing mix is dominated by what is
being charged for the degree or tuition fees that are required to enroll at the university Place
is the distribution method that the university adopts to provide the tuition to its market in a
manner that meets if not exceeds student expectations Promotion encompasses all the tools
that universities can use to provide the market with information on its offerings advertising
publicity public relations and sales promotional efforts (Jonathan Ivy 2008) This traditional
model encompasses tools which deal with tangible products In case of university it provides
intangible product which needs more tools for promotion Fifth tool is people who are
considered as a staff in university (academic administrative and support staff) To have a
prominent image university should have teaching staff reputations PhD holders Professorial
title holders Also administrative staff can also play an important role to attain prospective
students by simply providing professional phone call inquiry
The newest addition to the marketing mix is physical evidence and processes Physical
evidence is attributed to internal and external appearance of the entity (from teaching
materials to facade of the building and lecture rooms) ―Processes are all the administrative
and bureaucratic functions of the university from the handling of enquiries to registration
from course evaluation to examinations from result dissemination to graduation to name but
a few During the period that the student is registered processes need to be set in motion to
ensure that the student registers for the correct courses has marks or grades correctly
calculated and entered against the studentlsquos name and is ultimately awarded the correct
qualification While this might seem quite straight forward there are numerous other
processes that need to be implemented concurrently (with the finance system
accommodation time tabling and the library) to ensure the highest level of student
satisfaction The findings of this research suggest that the traditional 4- 5- and indeed 7P
marketing services marketing mix may not be the best way to approach the marketing of
MBA programs in South Africa Using principal components factor analysis on 25 commonly
used marketing tools indicates that four new distinctive and independent elements exist along
with three elements from the traditional marketing mix (Jonathan Ivy 2008) The most
important element from the marketing mix was ―program element (the range of electives in
the degree choice of majors) The second was ―prominence of the degree (academic staff
reputations position on league tables or MBA reviews in the popular press) The traditional
promotions element of the marketing mix was split into two areas standard mass media
34
advertising and hard copy promotional materials such as the university prospectus and direct
mail posted to prospective students called ―prospectus in the MBA marketing mix The
price element is dominated by flexible payment of tuition fees which means that students are
price sensitive and looking for payment flexibility The people element has had a small
modification with face-to-face teaching being included along with personal contact with
graduates and open day attendance The final element of the new marketing mix is called
premiums This is a diverse element of the mix which included accommodation the number
of modules in the degree student exchange programmes university computer facilities and
class sizes While this element was considered the least important of the marketing tools not
offering some of these items could seriously damage the recruitment prospects of a business
school Indeed some items would be considered a standard offering of a university and
expected by a student without further consideration or evaluation (Jonathan Ivy 2008)
So from this study researcher may answer on the posed questions before There is indeed
some other factors out of the standard marketing mix which in this case (higher education
marketing) play a key role In order to finally apply those factors into the practical
implementation researcher should check whether all of those factors remain important for
MU For this purpose primary data should be collected by creating questionnaire which
includes new marketing mix tools
Another study conducted in the realm of marketing communications in Taiwan includes
other findings The purpose of this study was to examine how a graduate institute at National
Chiayi University (NCYU) by using a model that integrates analytic hierarchy process
cluster analysis and correspondence analysis can develop effective marketing strategies
This research revealed that even though universities and colleges in Taiwan have
increasingly realized the importance of having sound marketing strategies to stay competitive
they have concentrated their marketing strategies on promotion ndash advertising tuition
reduction scholarships etc This trend has often obscured the fact that marketing should be
based on customer needs with better efforts made to fulfill these needs Although market
segmentation and positioning enable marketers and institutional planners in higher education
to understand customer needs and to visualize institutional advantages in relation to their
competitorslsquo positions these are relatively new endeavors in educational marketing in
Taiwan
The results display that the five most important factors for studentslsquo school selection
were employability curriculum academic reputation faculty and research environment
35
Students perceived NCYU to be strongly associated with lower tuition fewer entrance-exam
subjects lower entrance-exam pass rates and easier graduation requirements (Hsuan-Fu Ho
Chia-Chi Hung 2008)
In order to verify whether such criteria are also indisputable preconditions for choosing
MU as a potential tertiary institution they should be included into the study questionnaire
As we can see that in secondary information there are many ways on how to improve
university standing and how to reach a customer But this information does not give us the
picture of Masaryk University customer why she chose MU what were the preferences to
choose it where she first time got to know about it and etc That is why for this part ndash to get
the picture of MU customer from primary data collection and then apply appropriate tools that
have been mentioned before would be a good combination for a successful marketing
campaign
24 Primary data
For the purpose of this study ndash increase MU attractiveness primary data has been
collected Researcher developed questionnaire which consists of 15 questions and randomly
gave out to international students The main goal of this questionnaire is to answer two
research questions set by researcher
1 On what element of marketing mix students relied more when choosing MU ―People
―Physical evidence or ―Processes
2 Does the possibility of domestic market employability after graduation plays the key role
for choosing MU
These two research questions will help to get a clue on how specifically to improve
attractiveness of MU
Data is analyzed by using excel Microsoft office application with support of various graphs
and tables It has been calculated that majority of respondents are current students in MU
which gives more in depth data describing university attractiveness
36
Graph 1 ―Identification of students` status
It is 62 of respondents stated that they are currently study in MU This will bring more in
depth data from the survey
Specializations have wider split up with two major elements Informatics and Medicine
amount to 32 and 27 accordingly Unfortunately there are no any students from sport
faculty As it has been mentioned respondents were chosen randomly so it can be obvious
that there is big amount of students studying or intend to study medicine and informatics
Graph 2 ―Identification variability of specializations
37
Country of origin table shows that students from Slovakia have majority Probably
because of country and national closeness to Czech Republic The second biggest majority is
students from United Kindom after them students from Russia and Hungary
Graph 3 ―Country of origin split up
Question number 4 relates to first research question (On what element of marketing mix
students relied more when choosing MU ―People ―Physical evidence or ―Processes)
which specifies the level of ―Process element in MU In general the level of handling phone
callemail is acceptable with 14 respondents answered as completely sufficient or completely
sufficient with additional information This shows that majority of students are satisfied with
first impression of contacting MU
38
Chart 3 ―Level of handling callemail inquiry
Question number 5 explains another element in first research question which is ―People It
is evident that for majority of students academic experience is the most important to know
about professors professionalism But it is also a big quantity of those who did not analyze
any information Five students responded that work experience in business sphere is a key
criteria to choose MU
Chart 4 ―Criteria for identifying professionalism of university teaching staff
The ―Process element is evaluated in question number six which explains the level of
administrative and bureaucratic functions in MU on the matter of convenience and usage
Number of courses
teachers offer
Quantity of
publication of
teachers
Work experience
in business sphere Academic
Experience Professional
title in
business
I didn`t analyze
any information
about academic
staff in MU
39
Chart 5 ―Convenience
On the chart it is shown that students rate these functions as convenient with only several
students who perceive it as rather inconvenient On the ―Usage chart it has also positive
trend representing that MU administrative and bureaucratic process is highly useful
Chart 6 ―Usage
Question number seven explains third element ―Physical evidence In graph below it is
obvious that majority of students do not check this element while choosing MU
40
Graph 4 ―Identification of processes element
69 replied negatively and 31 positively which means that this factor does not play a
key role in selecting university Majority of students rate MU facilities as comfortable It is
shown in the table below that eleven students rate facilities as good
Chart 7 ―Identification of physical evidence element
Question number nine encompasses several criteria which were taken from two elements of
marketing mix ―People and ―Physical evidence and some were not from this marketing
mix like ―ability to get employment in home country ―worldwide acceptable diploma
These two factors were taken from the second research question ―Does the possibility of
41
domestic market employability after graduation plays the key role for choosing MU Results
showed that students highly value ―ability to get employment in home country (16
respondents gave highest score) Also highly rated MU diploma as worldwide acceptable (15
respondents gave the highest score) Also for respondents it is important (with lower grading
score ndash ―4) ―Strong academic staff and ―Excellent laboratory facilities
Chart 8 ―MU criteria
Question number 10 includes set of common services that university provides to students
This question helps to understand what services MU provides sufficiently to students Results
showed that sufficient services that MU provides are almost all which have been mentioned in
the options list Only ―Small class sizes do not meet big majority expectations
a Ability to get
employment in home
country
b Strong
academic staff
d Library
facilities
c Excellent
laboratory
facilities
e Worldwide
acceptable diploma
42
Chart 9 ―MU services
Interesting results gave to the researcher questions number 11 which shows that mostly
students got to know about MU from internet search engines and from relativeslsquo advice
Graph 5 ―Media channel of MU
Question number 12 and 13 give overall satisfaction level with MU Question number 12
has been adopted from theoretical part which asks whether student is ready to enter university
again if heshe would have the same opportunity Question number 13 is double-checking this
statement Results are showing that majority of respondents would enter MU again and they
are satisfied with overall MU educational service
Reasonable
accommodation
Exchange
programs
Number of
modules
Small class
sizes
Internship
possibility
Research
environment Faculty
43
Graph 6 ―Choosing MU
Graph 7 ―General satisfaction of MU
Although researcher might observe big quantity of students who are relactant to answer
Graph derived from question 12 shows that half of respondents do not have such a strong
feeling to reenter MU The same situation is in general satisfaction of MU where 38
remained neutral
The last two questions deal with second research question And here results are varied
Graph 8 derived from question 14 depicts that MU degree is not that helpful for getting the
job back in home country Only 23 answered that degree surely will help to get a high paid
44
position 38 replied as ―probably yes 35 answered as ―not sure and 4 answered
―probably not So around 61 of respondents feel positive about successful employment
back home the rest are not that confident
Graph 8 ―Employability element
Graph 9 ―Employability element second question
If respondents replied positively on 14th
question then they were asked to state the reason
for this As it can be seen above high standard European education is playing a key role for
successful employment Also the rest of options have high scores too
45
RESEARCH REPORT
In the purpose of survey it was essential to understand which of three elements in
marketing mix (―People ―Processes and ―Physical evidence) students rely more and
therefore less while choosing MU According to study made in South Africa by Jonathan Ivy
there are seven elements in marketing mix which all equally important for improving
company attractiveness in service business Researcher of this study picked three out of
seven because they more closely respond to actual service oriented company The rest four
elements (product price promotion place) were existing before as traditional marketing mix
for all types of businesses So the element ―Processes uncovers with questions number 4 and
6 From the graphs it is obvious that students are satisfied with this marketing mix This gives
university strong point in attracting students Call email handling Information system
functionality and other bureaucratic functions work sufficiently well 22 students rated
callemail handling as positive Usage and convenience of different MU functional processes
are also positively appreciated with 13 students for convenience and 15 for usefulness From
this data it can be clearly stated that students do rely on effective functions of MU
Element ―People is identified in questions 5 9 and 10 Question 5 gives information that
students do not mainly rely on ―People element while choosing MU 9 students did not
analyze any information about professionalism of university teaching staff Meanwhile the
main factor on what students pay attention is academic experience of teachers But answers
for the questions 9 and 10 gives a tendency that students do rate criteria ―Professionalism of
teachers high but actually they give lower score for this actual criteria in question number
10 In question number 5 students chose different aspects of professionalism of teachers as a
criteria to enter MU Total score for professionalism aspects is 4+4+5+10+4=27 Also in
question number 9 criteria ―strong academic staff accumulates 17 points (it is taken only 4
and 5 levels of importance) But in question number 10 only students give only ten points for
―faculty as a sufficient service provided by MU It can be assumed that students had higher
expectation before entering into university that they have got
Element ―Physical evidence is seen as not important for respondents Graph for question
number 7 shows that 69 of students did not check elements of ―Physical evidence Also
majority of students rate university facilities as ―Good with opportunity to select ―Excellent
46
status (in question number 8) On the other hand students rate university accommodation and
research environment as high enough (question number 10) It can be concluded that during
the process of choosing university students do not rely heavily on ―Physical evidence But
they did get reasonable service in ―Physical evidence while studying in MU
Second research question states ―Does the possibility of domestic market employability
after graduation plays the key role for choosing MU After analysis of relevant graphs and
tables it became clear that this factor (possibility to get employed) is very important for
students So question number 9 gets the highest score (16) for criteria in choosing MU ndash
―ability to get employment in home country and also high score for ―worldwide acceptable
diploma Even though students rate possibility to get employed as the highest criteria to
enter MU 39 of students are not sure or don not think they will obtain high paid job back
home Here is the point to work for MU administration Students rely on high standard
European education and English language education as a key criterion for being confident in
getting well paid job (question number 15)
The data analysis process constitutes the following
1 MU has convenient and useful bureaucratic functions which are considered as a strong
point in delivering knowledge without obstacles It is difficult to identify the level of
―processes in organization but some points can be highlighted in promotion materials It can
be description of functionality of Information System or description of easy courses
registration
2 Element ―People has deviation in what is expected and what is delivered Students
have a bit higher expectations on the level of teaching staff experience and competence It is
recommended to do a deeper research on the reasons for this deviation But for now it can be
decided to arrange seminars or trainings for teacher to improve their marketing knowledge
and explain commercial tendency in market of high education
3 University ―Physical evidence is has strong rate of sufficiency The only problem that
students do not feel need to pay attention on this element Here MU administration should put
accent on Including pictures of libraries with free Wi-fi canteens computer labs which have
good and pleasant conditions
4 The most important criteria for students to choose MU is high possibility to get
employed at home But this perspective lacks consistency because there is significant amount
of students who remain uncertain in the future employability This gap can be solved by
successful decision making of three elements above ―People ―Processes and ―Physical
47
evidence But it is recommended to conduct further survey questioning the reasons of
students` uncertainty in future employability Maybe the reason is not related to some weak
points in marketing mix but the problem in home countries itself (political instability
nepotism etc)
To sum up the general situation in four factors mentioned above ―processes should be
promoted to international students as a smooth tool in obtaining degree ―people should go
through training on how to deliver lecture in contemporary commercial world of high
education market ―physical evidence should be mentioned in promotion of MU ―student
employability will be interrelated with ―people plus MU has to install closer relationship
with international companies (internships provision seminars with company representatives
professional lectures from leading companies etc)
Secondary information has also a great help in increasing university attractiveness
Viral marketing can be applied to MU because question number 11 shows that internet search
engine is a key tool how students found about MU There is a video of experience Brno life
among Erasmus Students which can be remade as a good promotion video of student life on
campus For Masaryk University very effective tool will be Google Analytics giving a wide
scope of techniques on how to track differentiate and analyze visitors ―Google Analytics is
the enterprise-class web analytics solution that gives rich insights into the website traffic and
marketing effectiveness Powerful flexible and easy-to-use features now give opportunity to
see and analyze your traffic data in an entirely new way With Google Analytics it is easier to
write better-targeted ads strengthen marketing initiatives and create higher converting
websites (Google Analytics website)
In general MU marketing politics should involve techniques mentioned by Jarvis J in his
book ―What Would Google Do Companies must learn that they are better off when they
cede control to their customers Give us control we will use it and you will win
Also it is important to read blogs There are search engines for blogs like Technorati
Icerocket Google Bloglines Pub-sub where MU marketing officials can search for MU
discussion groups or some topics
MU officials should constantly maintain ―conversation with current students It is a good
idea to start communication with those bloggers who care enough to talk about MU products
and service and brand The least MU officials can do is engage them and join the
conversation Even further step can be done Ask consumers what they think MU
48
administration should do MU will end up with better products and do a better job selling
them to more satisfied customers who can even help each other if MU officials let them
Next it will be effective to start university blog where students openly and forthrightly
share the problems and the solutions as they occur There is no reason why a university dean
should not open a direct conversation with the public That will do more to change the
culturemdashto finally make it customer-focused and mean itmdashthan a dozen consultants a
hundred off- sites or a million ad impressions
During of development process of some programs or anything in university it is better to
involve students in this process also
The last but not the least is links on the website of MU There are three links on the ESF
faculty One of them is ―Review of economic perspectives ―call for papers and Citi Bank
banner There should be more links to Headhunters conferences industry associations
current job opportunities etc This gives website alive image and helpful time spending
49
CONCLUSION
This study has been conducted in favor of future Masaryk University prosperity in the
current commercial world Researcher had a strong motivation to give helpful secondary and
primary information which will foster university educational process in the frames of
contemporary world
Of course any research comes up with further recommendations to analyze questionable
matters in results obtained Researcher believes that this work is just another step to constant
need of self-improvement
Researcher advices to put more accent on IT support to promote university image and
therefore increate its attractiveness (Harry Hayward 2011) mentioned that 80 million hours
of video loaded to YouTube every minute So there is high potential for promotion Viral
video of MU will hit several aspects of university improvement brand product suite
differentiation lifestyle according to Dr DJToncich Apart of that it is recommended to
build system of values believes and attitudes among students and university staff and
promote this in the future According to Dr Mark Putman it is essential nowadays to educate
university staff about strategic role of marketing and branding Website analytics would be
useful for measurement and marketing analysis Search optimization engine is another tool on
how to maintain university webpage in the top 10 results in Google chrome or other web
search engines On YouTube there is option to post advertisement of a company only in the
videos which are related to the sphere of products or services company offer So MU might
sign a contract of including its advertisement on videos which has key words as ―education
―high ―in English etc
According to primary data obtained it is obvious that several aspects in MU marketing
mix do not match high criteria among students Once one factor ―People would be solved
through trainings and constant updating knowledge of personnel another interrelated problem
will be offset ndash ―Employability But there is no any research done on interdependence of
these two factors so for further analysis of situation another research should be taken The
main purpose of this research would be identification of cause and effect linkages between
50
―People ―Employability and other factors which influence studentslsquo ability to get high paid
job back home And there are a lot of those factors starting from political situation in the
country to the level of corruption and nepotism
MU has potential to improve its educational process as we do the students because we are
the main customers for our university But one thing should not be forgotten and it is
companies which have strong notion about reality in one or another specialization That is
why my last advice for Masaryk University is to appeal as a liaison entity between students
and companies
51
REFERENCES
Barabba Vincent P Zaltman Gerald 1991 ―Hearing the Voice of the Market Competitive
Advantage Through Creative Use of Market Information Chapter 5
Conway Tony Stephen Mackay David Yorke (1994) Strategic Planning in Higher
Education Who Are the Customers International Journal of Educational Management
Vol 8 Iss 6 pp29 ndash 36
Cooper Donald R Schindler Pamela S 2003 ―Business research methods 8th ed
Dillman Don A 2000 ―Mail and Internet Surveys The Tailored Design Method 2nd
Edition New York
Dekeba Alemayehu 2003 ―Basic of Marketing Research Methods
URL httpwwwglobuszcomebooksMarketingResearchindexhtm
Hemsley-Brown JV and Oplatka I2006 Universities in a competitive global marketplace
a systematic review of the literature on higher education marketinglsquo International Journal
of Public Sector Management Vol 19 No 4 pp 316-338
Harry Hayward ―The power of digital storytelling 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Hair Joseph F - Bush Robert P - Ortinau David J ―Marketing research within a changing
information environment 3rd ed2006
Hsuan-Fu Ho Chia-Chi Hung Marketing mix formulation for higher education An
integrated analysis employing analytic hierarchy process cluster analysis and
correspondence analysis International Journal of Educational Management Vol 2 Iss
4 2008
Jarowski Ajay K Kohli and Arvind Sahay 2000 ―Market ndash Driven Versus Driving
Markets Journal of the Academy of Marketing Science 45-54
Johnson Bob ―Mobile marketing in higher education getting ready for 1012 and beyond
2011
URLhttpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Jarvis J ―What Would Google Do Adobe Acrobat eBook Reader 2008
52
Jonathan Ivy A new higher education marketing mix the 7Ps for MBA marketing
International Journal of Educational Management Vol 22 Iss 4 2008
Kotler Philip Fox Karen FA 1985 Strategic Marketing for Educational Institutions
Mora Michaela ―What Is Statistical Significance 2011
URL httprelevantinsightscomtagsample-size
Nha Nguyen Gaston LeBlanc 2001 Image and Reputation of Higher Education Institutions
in Studentslsquo Retention Decisions International Journal of Educational Management
Vol 15 Iss 6
URL httpwwwemeraldinsightcomjournalshtmarticleid=838798amp
Oppenheim ldquoQuestionnaire Design Interviewing and Attitude Measurementrdquo 1992
Oud Jacqueline 2004 ―Market research versus marketing research
Pimpa Nattavud 2003 ―Internationalization and trade in higher education opportunities and
challenges
Putnam Mark ―Do you drive the agenda or go along for the ride 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Rakhee Vyas Anne L Souchon 2003 Symbolic Use of Export Information A
Multidisciplinary Approach to Conceptual Development and Key Consequences
International Marketing Review Vol 20 Iss 1 pp67 ndash 94
URL httpwwwemeraldinsightcomjournalshtmarticleid=855530
Rich Lyons ―Authentic branding how creating a school brand with culture and curriculum
just might help save us 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Robert S Michael ―Inquiry amp Scientific Method 2002
URL httpwwwindianaedu~educy520sec5982week_1inquiry_sci_method02pdf
Rodriguez G ―5 Questions to Help You Understand Your Customer 2004
URL httpwwwpowerhomebizcomvol146customerhtm
Sekaran Uma Bougie Johan Roger Gisbert2009 ―Research Methods for Business a Skill
Building Approach 5th ed
Singleton Royce A Jr and Bruce C Straits 1999 Approaches to Social Research (3rd
Edition) New York Oxford University Press
Smith Scott M Albaum Gerald S 2005 ―Fundamentals of Marketing Research
Snyder Bruce ―Maximizing the power of web analytics 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Toncich ―Study and Learning in the Australian University System
53
URL httpwwwdoctorteenetfilesunibook04_ppdf
WEBSITES
Experiment-Resourcescom ―Comparing Quantitative and Qualitative Research 2009
URL wwwexperiment-resourcescomquantitative-and-qualitative-researchhtml
Higher Education Marketing Company Canada
URL httpwwwhigher-education-marketingcomcontact
Google Analytics website
URL httpwwwgooglecomintlenanalytics
54
Appendix A Questionnaire
Dear respondent this questionnaire is created in terms of Master`s degree diploma thesis The main goal of
this survey is to improve Masaryk University attractiveness by deriving the reasons for choosing Masaryk
University in obtaining a degree The answers will be kept as confidential and would not be used in any
other purposes other than for this research If you would have any questions regarding the results of this
survey please contact me
Ilya Shaiderov (380502mailmunicz)
Thank you for your cooperation
1 Are you a current or prospective student ____________________
2 What specialization you are obtaining or intend to obtain in MU ____________________
3 Please specify your country of origin ____________________
4 Please rate the level of handling your first phone callemail inquiry by MU staff (only if it is
applicable to your case)
1 2 3 4 5
5 While considering MU as an option to study what criteria did (do) you analyze to check
professionalism of university teaching staff (you may choose several options)
a Number of courses teachers offer
b Quantity of publication of teachers
c Work experience in business sphere
d Academic Experience
e Professional title in business
f I didn`t analyze any information about academic staff in MU
No response
Insufficient response
Sufficient enough
Completely sufficient with additional information
Completely sufficient
55
6 (Only for current students) Could you characterize the process of courses registration usage of IS
system and other administrative and bureaucratic functions of university (please choose one in each
scale)
Convenience
1 2 3 4 5
Usage
1 2 3 4 5
7 (For both current and prospective students) While choosing MU did (do) you check quantity of
books in university library accessibility of electronic databases new editions of study materials
overall quality of library
Yes
No
8 (Only for current students) Please rate MU facilities (buildings classrooms computer labs etc) on
the matter of ―comfortability
1 2 3 4 5
Excellent Good Sufficient Not enough Bad
Completely Convenient
Rather Convenient
Convenient Rather Inconvenient
Completely Inconvenient
Completely Useful
Rather Useful
Useful Rather Useless
Completely Useless
56
9 (For both current and prospective students) How do you rate the following factors as criteria for
choosing MU (1- least important 5 ndash most important)
a Ability to get employment in home country
b Strong academic staff
c Excellent laboratory facilities
d Library facilities
e Worldwide acceptable diploma
10 Please choose (mark ―V) services that MU sufficiently provides to you as a student (in case you
are prospective student - should be provided)
___ Reasonable accommodation (covered by student)
___ The number of modules in the degree and big variety of elective courses
___ Student exchange programs
___ Research environment (sufficient up to date study materials computer labs laboratories etc)
___ Small class sizes
___ Internship possibility
___ Faculty (profound selection of PhD and profession specialists)
1 2
T
y
p
e
a
q
u
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4
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4
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1 2
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3
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4
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m
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t
5
[
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o
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1 2
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3
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4
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m
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n
5
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1 2
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r
o
m
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h
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d
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3
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m
t
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d
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4
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f
r
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5
[
T
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p
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a
q
u
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t
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f
r
o
m
t
h
e
d
o
c
u
m
57
11 From what source you first found out about Masaryk University
a Website search engine
b Advice of friends parents etc
c TV
d Newspaper please specify____________
e Journals please specify____________
f Billboards
g Website banners please specify website_______________
h Other source__________________________
12 (Only for current students) If you had do it over again would you still choose MU If not please
specify why
a Yes
b Not sure
c Probably would
d Probably would not (please specify why)
__________________________________________________________________________________
__________________________________________________________________________________
________________________________________________________________
13 (Only for current students) Please describe your level of general satisfaction with university
a Not satisfied at all
b Neutral
c Satisfied
d Very satisfied
58
14 (For both current and prospective students) Do you think MU degree will help you to get above
average salary in your home country
a No b Probably not c Not sure d Probably yes c Yes
15 If you think that MU degree helps to get well paid job in your home country what might be
reasons for that (more than one reason can be selected)
a High standard European education d Possibility to pass internship in Europe
b Degree specialization choice e Other_________________________
c Education in English language
20
Ambiguity of context
Two questions included in one sentence
Too broad questions
If questions are too long this will confuse respondent and affect data accuracy For this
reason researcher should keep questions concise and clear If some words in question are
unfamiliar to the respondent this will also lead to confusion and inability to provide right
information So in case of scientific wording in questionnaire and non-homogeneous
backgrounds of respondents low level of vocabulary should be used Also researcher should
verify whether questions imply only one matter in order not to mislead respondent Questions
that lack specificity should also be avoided Those questions are developed with general
words like ―how often for example
In general researcher must provide alternative question wording pretesting and
verification by observation In alternative question wording first have of sample group may
get options in one order and the second one in reverse order Once questionnaire is ready
pretesting is another good way to decrease ambiguity Only one concern here is to choose
relatively the same group of respondents as it will be in the real research By close
communication with respondent in pretesting step researcher can determine some troubles
misunderstandings arose during this step And last advice is verification by observation
Researcher can (where it is possible) verify answers of respondents by observing their actions
related to questions answered It is not the easy activity so only those questions will be
verified where it is possible to do so (Oppenheim 1992)
110 Sampling procedures in Marketing Research
―Sampling is a selection of small number elements from a larger defined target group of
elements and expecting that the information gathered from the small group will allow
judgments to be made about the larger group The main idea of sampling is that a decision is
based on the assumption that the smaller portion or sample is representative of the larger
population (Hair Bush Ortinau 2006)
There should be a strict order in defining sample for research
21
Chart 1 ―Defining Sample
Sampling procedure starts with defining of population Population is amount of units
(individuals legal entities households) which has one or more similar feature among each
other In order to specify population researcher should answer such questions as what kind of
units (elements of analysis) to be included where they reside or their origin and when
(dimension of units in terms of timeframe) Population should be defined as precisely as
possible At the moment of finalizing population definition investigator decides whether it is
necessary to investigate the whole amount of population (census) or a part of it (sample) The
choice depends on the size of population If the size of population is small census can be an
optimal option otherwise should be created sample
Sample design includes type of sample sampling unit and sample frame Majority of
samples are selected by choice of investigator as non-probabilistic method Where
investigator selects elements of sample in terms of convenience availability and own
judgment Researcher uses table or any other random selective device for the probable
method (Smith Albaum 2005)
Define population
Sample design
Sample size
Estimate costs of sampling
Census vs Sample
Execute sampling process
22
―Sampling unit is the basis of the actual sampling procedure It is that segment of the
population actually chosen by the sampling process The sampling unit may contain one or
more population elements That is these units may be individual elements or aggregates of
individual elements (Smith Albaum 2005)
Sample frame is considered as a list of elements of the population For instance it can be
list of characteristics of elements which are expected to pass the interview or fill out
questionnaire In a perfect case sample frame should determine each population element once
and should not include those elements which are not in the population criteria There several
options below of inaccurate sample framing process
Chart 2 ―Sample Framing Processes
A Incomplete
Sampling frame
B Too Comprehensive
C Combination
Sampling frame Population
Sampling frame Population
Population
23
There is also set of questions to ask during generation of sampling list
Does the list contain everyone in the survey population
Does the list include names of people who are not in the study population
How is the list maintained and updated
Are the same sample units included on the list more than once
Does the list contain other information that can be used to improve the survey
(Dillman 2000)
There are four traditional approaches for the determining sample size
1 Arbitrarily or judgmentally determined
2 Minimum cell size in analysis
3 Based on budget
There are two types of costs in sampling process fixed and variable Fixed costs are those
which are determined and constant Variable costs depend on the volume of study being
conducted The dashed line in the upper graph shows interrelation between costs and sample
design If costs are too high researcher reconsiders sample design or sample size
The last step is actual choice of sample There are two main criteria for this process
sample must be adequate and representative For the sample being representative means that it
reflects overall characteristics of the whole population Adequacy is sought in sufficient
amount of elements selected to provide stable results Also there are two types of sampling
designs probability and non-probability samples Non-probability sampling differs from
probability sampling on the basis that in non-probability sampling the sample elements do
not have a known nonzero chance of being selected for the sample In probability sampling
each element has a known and equal probability of selection This study incorporates
probability design because there are no any predisposed respondents (Smith Albaum 2005)
111 Editing Coding and Descriptive Analysis
―Completed questionnaires or other measurement instruments must be edited coded
entered into a data set for processing by computer and carefully analyzed before their
complete meanings and implications can be understood (Smith Albaum 2005)
24
The main reason for this process is converting data obtained into information which will
provide inferences and answers to research question A certain sequence is needed to perform
successful data analysis In short there should be definition of response categories at first
then editing and coding and at last tabulation All these three steps will be implemented in the
practical part
112 Research Errors
In any research errors will occur so management of errors must apply Errors can arise in
any stage of marketing process from problem formulation to report development It is a goal
of investigator to minimize those errors The value of total error is comprised of sampling
error plus non-sampling error Sampling error (usually called as random sampling error) is the
difference between planned sample and the list of interviewees it is formed Non-sampling
errors are those which are not related to the sample itself Usually non-sampling errors related
to sort of bias as the difference between the true value of that which is being measured and the
average value derived from a number of independent measurements of it There are eight
major types of errors
Population specification ndash difference between required population and population
chosen When researcher chooses inappropriate population for the data collection
Sampling difference between required sample and the one that has been selected
When sample does not represent the population selected by using probability sampling
method
Selection error usually occurs when researcher pick up respondents whom she knows
who is more pleasant in general who is easily reached This tendency deviates real
population selected
Frame error Sample frame is a set of representatives of population who relate to
required sample The frame error occurs when elements which are not in the sample
group are investigated
Nonresponse error occurs when all members of the sample cannot be reached or they
refuse to respond
Surrogate information error occurs when investigator is unable to obtain responses and
replace it with proxy answers leading to surrogate information
25
Measurement error occurs in several stages of research transmittal response analysis
In general researcher represents information that he wants rather the real one
Experimental error When investigator is measuring the influence of independent
variables on dependent one while controlling extraneous variables (Smith Albaum
2005)
2 PRACTICAL PART
21 Marketing Research Process Applied
For this study it has been identified that the problem of current situation in MU is its
inability to attract more international students
Problem Formulation Prospective students do not choose MU for degree obtainment
Research goal To identify ways on how to increase studentslsquo inflow into MU by means of
detecting general preferences of MU customers (prospective students and current students)
Research questions
Based on the study of 7P approach made by Jonathan Ivy one research question arises
1 On what element of marketing mix students relied more when choosing MU ―People
―Physical evidence or ―Processes
From another study made by Hsuan-Fu Ho and Chia-Chi Hung second research question
arises
2 Does the possibility of domestic market employability after graduation plays the key role
for choosing MU
26
Method of Inquiry
As been mentioned in the theoretical part the first step in method of inquiry is observation
and description of a phenomenon or a group of related phenomena This step is known for its
qualitative methods of applicability
Have been studying for almost two years in MU and communicating with dozens of
international students I found several aspects to consider for MU attractiveness improvement
Students who stay longer than a semester differ from those who came just for one semester
under Erasmus exchange program This research deals with the first category of students and
for them it is important to have more frequent university-student correspondence Keeping the
fact that education process in Masaryk university different and complicated in terms of
Information Technology (student information system is very confusing with no English
version of some pages) there should be prepared an orientation seminars on how to effectively
use all university premises and surrounding city facilities It can be easily done with the help
of International Students Club which has excellent image among such clubs in Europe There
is orientation week for students but from the students point of view is more prepared to make
things done (like ISIC card issue register to information system) rather than providing
students with tools on how to achieve what they need to This can easily be done by
information system additional applications of city university map student forums and
discussion groups The information system should be done in more client friendly way with
good English translation of the web pages
This work would not include any hypothesis because of the chosen research design ndash
explorative
Research Methodology
In this will be applied nonexperimental method because of objectivity purposes There is
high risk of mislead and misinterpretation to the respondent which will affect the survey
results
Question number 1 2 3 in the survey (can be found in appendix of this work) was
included for the reason to find additional information from prospective students who intend to
continue their study Question number 11 gives idea on the effective media channel that
students got information from Question number 12 and 13 will help to summarize general
student opinion on MU and find some deviations from the rest of the questions
27
Below are the questions in the survey which relate to research question number 1 ―On what
element of marketing mix students relied more when choosing MU ―People ―Physical
evidence or ―Processes
Question number 4 6 7 was adopted from literature source (Jonathan Ivy 2008) of
theoretical part This question identifies the level of ―Processes element of marketing mix
Question number 5 based on the same literature source was adopted to verify another element
of marketing mix ndash ―People Question 8 uncovers the level of third element ―Physical
evidence Question number 10 encompasses all three elements to double check the main
criteria that students choose or consider MU to study
Below are questions in the survey which relate to research question number 2 ―Does the
possibility of domestic market employability after graduation plays the key role for choosing
MU
Questions number 14 and 15 will help to identify the level of studentslsquo motivation to enter
MU for the reason of higher chance of employability after graduation These questions were
adopted from literature source provided by Hsuan-Fu Ho and Chia-Chi Hung
Question number 9 relates to both research questions because it covers the scale of
significant factors that might affect student to choose MU
Research Design
The study entitled ―Quantitative Marketing Research attempts to accumulate the sequence
of procedures to conduct successful marketing research It has been chosen to use quantitative
research for the reason that study aims to find out the answer of a research questions through
numerical evidence This method enables researcher to gather existing information and data
regarding interrelationship between low rate of students registration to MU The study will
help to answer on two research questions posed in this work
Selection of data collection techniques
The study incorporates two techniques of data collection secondary and primary
collection Secondary information reveals current situation of HE marketing worldwide and
primary information helps to find the match up for solution of MU problem and secondary
information findings
28
Sample design
Researcher uses probability sample design with quantity of respondents equal to 26
Data collection
For study purposes data will be collected by giving out questionnaires to current and
prospective students who study or intend to study in English in MU Hard copy questionnaires
will be collected after respondents finish answering them Total collected questionnaires
amount to 26
Research errors
Population Specification error is mastered by questioning potential respondent whether
shehe studies in English Sampling difference researcher will overcome by keeping the
highest level of variety of respondents (by country of origin) Selection error is out of the
matter because researcher is not introduced to the majority of students studying in English
Nonresponse error may occur for the further purposes of the research respondents would be
asked the reasons for rejecting to fill out questionnaire The same procedure is for the
surrogate information ndash if researcher will not be able to get answers from respondents they
will be asked about the reason of rejection
22 Analysis and interpretation of data
Secondary and Primary data is analyzed and interpreted in section 23 and 24 below
23 Secondary data
Marketing communication of universities
As has been mentioned previously in this work the best option to collect relevant primary
data is to rely first on secondary information and then delve down in certain aspects by
collecting primary information In this item it will be explained what has been done in
marketing communication of universities around the world This part will also cover the
question of what communication strategies and tools the international universities use to
attract their students
29
From the first finding to start universities all over the world practicing advertising
campaigns with such words as ―Internationally renowned Award winning Prestigious
Proud history Career oriented etc But not all the time these sparkling words are real truth
―Does it actually matter whether a university has ―tradition if its current practice is poor
Does it matter if a university is ―internationally renowned if the particular course that is
being considered is known to be badly operated by local standards Does it really matter if a
university has ―a proud history if the present isnlsquot very good (Dr DJ Toncich2008)
Australian professor Dr DJ Toncich in 2008 published a book ―Study and Learning in
the Australian University System where he clearly stated various forms of
Marketing in universities of Australia ―The most common example of universities selling the
sizzle rather than the sausage appears in areas such as science engineering and architecture
where potential students are bombarded with glamorous images of spacecraft sky-scraper
buildings nuclear reactors and so on There are different ways how universities attract their
students There is a table provided by Dr DJ Toncich which explains the ways on how to
promote different parts of university image
Table 2 ―Ways on how to promote elements of university image
30
A ―Tool is a part of company (university in this case) image which should be promoted
And ―Vehicle is the way part of the image can be promoted ―Some key points to note are
that the mass media outlets (newspaper television and radio) having the broadest audience
are generally reserved for ―big picture marketing including the universitylsquos brand and
confidencereinforcement strategies Self-evidently promoting to the broadest audience is the
most costly way of getting a message out so the message needs to be simple and clear The
more specialized the audience however the more detailed the information ndash for example
university course guides and handbooks have the most specific audience and subsequently
the highest level of information density In these vehicles there is generally less content
related to the big picture issues of confidence and brand (Dr DJ Toncich 2008)
Nguyen amp Le Blanc (2001) focused on the image and reputation of the institution and
referred to the crucial role these factors played in the development of market positioning ndash
they drew on the well established concepts and theories in business sector marketing for their
study Bonsardi amp Ekwulugo (2003) who claimed that ―a centrally important principle of
marketing is that all marketing activities should be geared towards the customer also relied
on the literature used in business sector marketing and applied it to the context of higher
education
Branding is important for university to stand out in the market In ―ConnectEd
Symposium for the marketing of Higher Education (Chicago November 2011) Rich Lyons
(Dean Haas School of Business University of California Berkley) argued that
―What passes for branding in higher education is often nothing more than a catchy slogan
and logo Branding projects in universities sometimes evoke hostility indifference or bothmdash
or raise the question of why a good school would need to be so concerned about its image that
it would resort to ―corporate measures But when branding reaches deep to magnify a
schoollsquos differentiation and its core essence the result can be a powerful boost on multiple
dimensionsmdashstudent recruitment alumni interest fund raising media interest and so on And
it can resonate with key audiences emotionally to align what the school does with their
passion to change the world Dean Rich Lyons has led the Haas School of Business at UC
Berkeley in branding the school based on codifying its distinctive culture driving that culture
through its business processes and reforming its curriculum to produce a particular type of
leadermdasha path-bending leader The process is lengthy difficult and risks are high Learn why
the rewards of an authentic brand are worth the effort
31
According to this speech strong brand is coming from the culture of interaction among
students and all university staff Mainly students and professors should clearly understand
what matters mostly attracted them in chosen university (values believes attitudes etc should
match up with student`s)
Another aspect for university marketing start up procedure is reposition communications
as a strategic function in a more proactive attitude This matter has been covered by Dr Mark
Putnam President Central College IA in his article ―Do you drive the agenda or go along for
the ride In this article author ―sought to change the view of the marketing and
communications team from customer service providers to strategists He set a good example
with presidential blog using it to elevate the level of discourse at Central Putnam has a track
record for this kind of change management As senior vice president at Northeastern
University (Boston) he worked with the communications team to educate the university about
the strategic role of marketing and branding He comes by this perspective naturally (Dr
Mark Putnam 2011)
To improve university technical tools in attracting students mobile marketing is a great
way ―Mobile marketing brings challenges and opportunities to higher education when scarce
resources limit the ability to add new technologies and techniques to communication plans
We examine the mobile marketing landscape in search of whats most relevant to higher
education today with special attention to student recruitment and brand strength Areas
covered include site design for best task completion writing right for mobile sites monitoring
web analytics and integrating with traditional and social media websites (Bob Johnson
2011)
Another technical tool is digital video clips ―Video in its many forms is becoming a
major factor in our collective lives (80 million hours of video loaded to YouTube every
minute for example) As digital storytelling it is also being used in a variety of ways to build
brand equity with internal and external audiences Outcomes will be a better awareness of the
current trends in using video as a brand building tool and a field guide for teaching others
within the organization to make powerful digital stories Im currently using the workshop at
the UW to train students who will study abroad to make and distribute good quality video
about their experiences (Harry Hayward 2011) In case of brand building using video
assistance viral marketing campaign might work And the last idea which will increase
university profit is web site analytics ―The website is not only a conduit for most of your
marketing efforts todaymdashitlsquos also an incredible tool for measurement and marketing analysis
32
With web analytics you can better quantify the impact of your marketing campaigns improve
the effectiveness of your website segment visitors for micro-marketing efforts and generate
valuable marketing intelligence (Bruce Snyder 2011)
Marketing is the process of customer identification (needs views preferences financial
possibility to buy certain product) This task will be done through primary information
analysis Another task in marketing is development of ―analytics-driven approach to help to
reach a targeted student through search engines mobile smartphones text messaging email
newsletters and social media (Higher Education Marketing Company) This company has a
straight and logic view on marketing process in university which provides a wide scope of
services Google Analytics Search Engine Optimization Pay Per Click Marketing Social
Media Marketing Google Maps amp Local Search Web Design amp Development Mobile
Marketing Short Message Service (SMS) Another very effective tool is SEO (search engine
optimization) which allows embedding into the company website option for the most
important (most likely needed) words phrases while creating company web pages This set of
words with high possibility that potential customer will dial up will give opportunity for the
company website to pop up in the top list of the search engine (Google chrome yahoo etc)
Under research problem ndash low enrollment of students the researcher should look for the
findings of other studies relevant to this study problem The questions to start with are ―What
factors in university marketing practices are missing to achieve constant enrollment growth
―Is there any interrelationship of those factors and university attractiveness growth
One of the studies has been conducted among students registered state subsidized
universities in South Africa The purpose of this paper was to present a new marketing mix
based on MBA studentslsquo attitudes and opinions towards the marketing initiatives of business
schools in South Africa The findings of this study revealed showed seven quite distinct
underlying factors in the marketing activities of these business schools some covering the
same elements of the traditional marketing mix people promotion and price There were
however four different elements programme prominence prospectus and premiums ―The
marketing mix is a set of controllable marketing tools that an institution uses to produce the
response it wants from its various target markets It consists of everything that the university
can do to influence the demand for the services that its offers Tangible products have
traditionally used a 4Ps model the services sector on the other hand uses a 7P approach in
order to satisfy the needs of the service providerlsquos customers product price place
promotion people physical facilities and processes The product is what is being sold It is
33
more than a simple set of tangible features it is a complex bundle of benefits that satisfy
customer needs The price element of the services marketing mix is dominated by what is
being charged for the degree or tuition fees that are required to enroll at the university Place
is the distribution method that the university adopts to provide the tuition to its market in a
manner that meets if not exceeds student expectations Promotion encompasses all the tools
that universities can use to provide the market with information on its offerings advertising
publicity public relations and sales promotional efforts (Jonathan Ivy 2008) This traditional
model encompasses tools which deal with tangible products In case of university it provides
intangible product which needs more tools for promotion Fifth tool is people who are
considered as a staff in university (academic administrative and support staff) To have a
prominent image university should have teaching staff reputations PhD holders Professorial
title holders Also administrative staff can also play an important role to attain prospective
students by simply providing professional phone call inquiry
The newest addition to the marketing mix is physical evidence and processes Physical
evidence is attributed to internal and external appearance of the entity (from teaching
materials to facade of the building and lecture rooms) ―Processes are all the administrative
and bureaucratic functions of the university from the handling of enquiries to registration
from course evaluation to examinations from result dissemination to graduation to name but
a few During the period that the student is registered processes need to be set in motion to
ensure that the student registers for the correct courses has marks or grades correctly
calculated and entered against the studentlsquos name and is ultimately awarded the correct
qualification While this might seem quite straight forward there are numerous other
processes that need to be implemented concurrently (with the finance system
accommodation time tabling and the library) to ensure the highest level of student
satisfaction The findings of this research suggest that the traditional 4- 5- and indeed 7P
marketing services marketing mix may not be the best way to approach the marketing of
MBA programs in South Africa Using principal components factor analysis on 25 commonly
used marketing tools indicates that four new distinctive and independent elements exist along
with three elements from the traditional marketing mix (Jonathan Ivy 2008) The most
important element from the marketing mix was ―program element (the range of electives in
the degree choice of majors) The second was ―prominence of the degree (academic staff
reputations position on league tables or MBA reviews in the popular press) The traditional
promotions element of the marketing mix was split into two areas standard mass media
34
advertising and hard copy promotional materials such as the university prospectus and direct
mail posted to prospective students called ―prospectus in the MBA marketing mix The
price element is dominated by flexible payment of tuition fees which means that students are
price sensitive and looking for payment flexibility The people element has had a small
modification with face-to-face teaching being included along with personal contact with
graduates and open day attendance The final element of the new marketing mix is called
premiums This is a diverse element of the mix which included accommodation the number
of modules in the degree student exchange programmes university computer facilities and
class sizes While this element was considered the least important of the marketing tools not
offering some of these items could seriously damage the recruitment prospects of a business
school Indeed some items would be considered a standard offering of a university and
expected by a student without further consideration or evaluation (Jonathan Ivy 2008)
So from this study researcher may answer on the posed questions before There is indeed
some other factors out of the standard marketing mix which in this case (higher education
marketing) play a key role In order to finally apply those factors into the practical
implementation researcher should check whether all of those factors remain important for
MU For this purpose primary data should be collected by creating questionnaire which
includes new marketing mix tools
Another study conducted in the realm of marketing communications in Taiwan includes
other findings The purpose of this study was to examine how a graduate institute at National
Chiayi University (NCYU) by using a model that integrates analytic hierarchy process
cluster analysis and correspondence analysis can develop effective marketing strategies
This research revealed that even though universities and colleges in Taiwan have
increasingly realized the importance of having sound marketing strategies to stay competitive
they have concentrated their marketing strategies on promotion ndash advertising tuition
reduction scholarships etc This trend has often obscured the fact that marketing should be
based on customer needs with better efforts made to fulfill these needs Although market
segmentation and positioning enable marketers and institutional planners in higher education
to understand customer needs and to visualize institutional advantages in relation to their
competitorslsquo positions these are relatively new endeavors in educational marketing in
Taiwan
The results display that the five most important factors for studentslsquo school selection
were employability curriculum academic reputation faculty and research environment
35
Students perceived NCYU to be strongly associated with lower tuition fewer entrance-exam
subjects lower entrance-exam pass rates and easier graduation requirements (Hsuan-Fu Ho
Chia-Chi Hung 2008)
In order to verify whether such criteria are also indisputable preconditions for choosing
MU as a potential tertiary institution they should be included into the study questionnaire
As we can see that in secondary information there are many ways on how to improve
university standing and how to reach a customer But this information does not give us the
picture of Masaryk University customer why she chose MU what were the preferences to
choose it where she first time got to know about it and etc That is why for this part ndash to get
the picture of MU customer from primary data collection and then apply appropriate tools that
have been mentioned before would be a good combination for a successful marketing
campaign
24 Primary data
For the purpose of this study ndash increase MU attractiveness primary data has been
collected Researcher developed questionnaire which consists of 15 questions and randomly
gave out to international students The main goal of this questionnaire is to answer two
research questions set by researcher
1 On what element of marketing mix students relied more when choosing MU ―People
―Physical evidence or ―Processes
2 Does the possibility of domestic market employability after graduation plays the key role
for choosing MU
These two research questions will help to get a clue on how specifically to improve
attractiveness of MU
Data is analyzed by using excel Microsoft office application with support of various graphs
and tables It has been calculated that majority of respondents are current students in MU
which gives more in depth data describing university attractiveness
36
Graph 1 ―Identification of students` status
It is 62 of respondents stated that they are currently study in MU This will bring more in
depth data from the survey
Specializations have wider split up with two major elements Informatics and Medicine
amount to 32 and 27 accordingly Unfortunately there are no any students from sport
faculty As it has been mentioned respondents were chosen randomly so it can be obvious
that there is big amount of students studying or intend to study medicine and informatics
Graph 2 ―Identification variability of specializations
37
Country of origin table shows that students from Slovakia have majority Probably
because of country and national closeness to Czech Republic The second biggest majority is
students from United Kindom after them students from Russia and Hungary
Graph 3 ―Country of origin split up
Question number 4 relates to first research question (On what element of marketing mix
students relied more when choosing MU ―People ―Physical evidence or ―Processes)
which specifies the level of ―Process element in MU In general the level of handling phone
callemail is acceptable with 14 respondents answered as completely sufficient or completely
sufficient with additional information This shows that majority of students are satisfied with
first impression of contacting MU
38
Chart 3 ―Level of handling callemail inquiry
Question number 5 explains another element in first research question which is ―People It
is evident that for majority of students academic experience is the most important to know
about professors professionalism But it is also a big quantity of those who did not analyze
any information Five students responded that work experience in business sphere is a key
criteria to choose MU
Chart 4 ―Criteria for identifying professionalism of university teaching staff
The ―Process element is evaluated in question number six which explains the level of
administrative and bureaucratic functions in MU on the matter of convenience and usage
Number of courses
teachers offer
Quantity of
publication of
teachers
Work experience
in business sphere Academic
Experience Professional
title in
business
I didn`t analyze
any information
about academic
staff in MU
39
Chart 5 ―Convenience
On the chart it is shown that students rate these functions as convenient with only several
students who perceive it as rather inconvenient On the ―Usage chart it has also positive
trend representing that MU administrative and bureaucratic process is highly useful
Chart 6 ―Usage
Question number seven explains third element ―Physical evidence In graph below it is
obvious that majority of students do not check this element while choosing MU
40
Graph 4 ―Identification of processes element
69 replied negatively and 31 positively which means that this factor does not play a
key role in selecting university Majority of students rate MU facilities as comfortable It is
shown in the table below that eleven students rate facilities as good
Chart 7 ―Identification of physical evidence element
Question number nine encompasses several criteria which were taken from two elements of
marketing mix ―People and ―Physical evidence and some were not from this marketing
mix like ―ability to get employment in home country ―worldwide acceptable diploma
These two factors were taken from the second research question ―Does the possibility of
41
domestic market employability after graduation plays the key role for choosing MU Results
showed that students highly value ―ability to get employment in home country (16
respondents gave highest score) Also highly rated MU diploma as worldwide acceptable (15
respondents gave the highest score) Also for respondents it is important (with lower grading
score ndash ―4) ―Strong academic staff and ―Excellent laboratory facilities
Chart 8 ―MU criteria
Question number 10 includes set of common services that university provides to students
This question helps to understand what services MU provides sufficiently to students Results
showed that sufficient services that MU provides are almost all which have been mentioned in
the options list Only ―Small class sizes do not meet big majority expectations
a Ability to get
employment in home
country
b Strong
academic staff
d Library
facilities
c Excellent
laboratory
facilities
e Worldwide
acceptable diploma
42
Chart 9 ―MU services
Interesting results gave to the researcher questions number 11 which shows that mostly
students got to know about MU from internet search engines and from relativeslsquo advice
Graph 5 ―Media channel of MU
Question number 12 and 13 give overall satisfaction level with MU Question number 12
has been adopted from theoretical part which asks whether student is ready to enter university
again if heshe would have the same opportunity Question number 13 is double-checking this
statement Results are showing that majority of respondents would enter MU again and they
are satisfied with overall MU educational service
Reasonable
accommodation
Exchange
programs
Number of
modules
Small class
sizes
Internship
possibility
Research
environment Faculty
43
Graph 6 ―Choosing MU
Graph 7 ―General satisfaction of MU
Although researcher might observe big quantity of students who are relactant to answer
Graph derived from question 12 shows that half of respondents do not have such a strong
feeling to reenter MU The same situation is in general satisfaction of MU where 38
remained neutral
The last two questions deal with second research question And here results are varied
Graph 8 derived from question 14 depicts that MU degree is not that helpful for getting the
job back in home country Only 23 answered that degree surely will help to get a high paid
44
position 38 replied as ―probably yes 35 answered as ―not sure and 4 answered
―probably not So around 61 of respondents feel positive about successful employment
back home the rest are not that confident
Graph 8 ―Employability element
Graph 9 ―Employability element second question
If respondents replied positively on 14th
question then they were asked to state the reason
for this As it can be seen above high standard European education is playing a key role for
successful employment Also the rest of options have high scores too
45
RESEARCH REPORT
In the purpose of survey it was essential to understand which of three elements in
marketing mix (―People ―Processes and ―Physical evidence) students rely more and
therefore less while choosing MU According to study made in South Africa by Jonathan Ivy
there are seven elements in marketing mix which all equally important for improving
company attractiveness in service business Researcher of this study picked three out of
seven because they more closely respond to actual service oriented company The rest four
elements (product price promotion place) were existing before as traditional marketing mix
for all types of businesses So the element ―Processes uncovers with questions number 4 and
6 From the graphs it is obvious that students are satisfied with this marketing mix This gives
university strong point in attracting students Call email handling Information system
functionality and other bureaucratic functions work sufficiently well 22 students rated
callemail handling as positive Usage and convenience of different MU functional processes
are also positively appreciated with 13 students for convenience and 15 for usefulness From
this data it can be clearly stated that students do rely on effective functions of MU
Element ―People is identified in questions 5 9 and 10 Question 5 gives information that
students do not mainly rely on ―People element while choosing MU 9 students did not
analyze any information about professionalism of university teaching staff Meanwhile the
main factor on what students pay attention is academic experience of teachers But answers
for the questions 9 and 10 gives a tendency that students do rate criteria ―Professionalism of
teachers high but actually they give lower score for this actual criteria in question number
10 In question number 5 students chose different aspects of professionalism of teachers as a
criteria to enter MU Total score for professionalism aspects is 4+4+5+10+4=27 Also in
question number 9 criteria ―strong academic staff accumulates 17 points (it is taken only 4
and 5 levels of importance) But in question number 10 only students give only ten points for
―faculty as a sufficient service provided by MU It can be assumed that students had higher
expectation before entering into university that they have got
Element ―Physical evidence is seen as not important for respondents Graph for question
number 7 shows that 69 of students did not check elements of ―Physical evidence Also
majority of students rate university facilities as ―Good with opportunity to select ―Excellent
46
status (in question number 8) On the other hand students rate university accommodation and
research environment as high enough (question number 10) It can be concluded that during
the process of choosing university students do not rely heavily on ―Physical evidence But
they did get reasonable service in ―Physical evidence while studying in MU
Second research question states ―Does the possibility of domestic market employability
after graduation plays the key role for choosing MU After analysis of relevant graphs and
tables it became clear that this factor (possibility to get employed) is very important for
students So question number 9 gets the highest score (16) for criteria in choosing MU ndash
―ability to get employment in home country and also high score for ―worldwide acceptable
diploma Even though students rate possibility to get employed as the highest criteria to
enter MU 39 of students are not sure or don not think they will obtain high paid job back
home Here is the point to work for MU administration Students rely on high standard
European education and English language education as a key criterion for being confident in
getting well paid job (question number 15)
The data analysis process constitutes the following
1 MU has convenient and useful bureaucratic functions which are considered as a strong
point in delivering knowledge without obstacles It is difficult to identify the level of
―processes in organization but some points can be highlighted in promotion materials It can
be description of functionality of Information System or description of easy courses
registration
2 Element ―People has deviation in what is expected and what is delivered Students
have a bit higher expectations on the level of teaching staff experience and competence It is
recommended to do a deeper research on the reasons for this deviation But for now it can be
decided to arrange seminars or trainings for teacher to improve their marketing knowledge
and explain commercial tendency in market of high education
3 University ―Physical evidence is has strong rate of sufficiency The only problem that
students do not feel need to pay attention on this element Here MU administration should put
accent on Including pictures of libraries with free Wi-fi canteens computer labs which have
good and pleasant conditions
4 The most important criteria for students to choose MU is high possibility to get
employed at home But this perspective lacks consistency because there is significant amount
of students who remain uncertain in the future employability This gap can be solved by
successful decision making of three elements above ―People ―Processes and ―Physical
47
evidence But it is recommended to conduct further survey questioning the reasons of
students` uncertainty in future employability Maybe the reason is not related to some weak
points in marketing mix but the problem in home countries itself (political instability
nepotism etc)
To sum up the general situation in four factors mentioned above ―processes should be
promoted to international students as a smooth tool in obtaining degree ―people should go
through training on how to deliver lecture in contemporary commercial world of high
education market ―physical evidence should be mentioned in promotion of MU ―student
employability will be interrelated with ―people plus MU has to install closer relationship
with international companies (internships provision seminars with company representatives
professional lectures from leading companies etc)
Secondary information has also a great help in increasing university attractiveness
Viral marketing can be applied to MU because question number 11 shows that internet search
engine is a key tool how students found about MU There is a video of experience Brno life
among Erasmus Students which can be remade as a good promotion video of student life on
campus For Masaryk University very effective tool will be Google Analytics giving a wide
scope of techniques on how to track differentiate and analyze visitors ―Google Analytics is
the enterprise-class web analytics solution that gives rich insights into the website traffic and
marketing effectiveness Powerful flexible and easy-to-use features now give opportunity to
see and analyze your traffic data in an entirely new way With Google Analytics it is easier to
write better-targeted ads strengthen marketing initiatives and create higher converting
websites (Google Analytics website)
In general MU marketing politics should involve techniques mentioned by Jarvis J in his
book ―What Would Google Do Companies must learn that they are better off when they
cede control to their customers Give us control we will use it and you will win
Also it is important to read blogs There are search engines for blogs like Technorati
Icerocket Google Bloglines Pub-sub where MU marketing officials can search for MU
discussion groups or some topics
MU officials should constantly maintain ―conversation with current students It is a good
idea to start communication with those bloggers who care enough to talk about MU products
and service and brand The least MU officials can do is engage them and join the
conversation Even further step can be done Ask consumers what they think MU
48
administration should do MU will end up with better products and do a better job selling
them to more satisfied customers who can even help each other if MU officials let them
Next it will be effective to start university blog where students openly and forthrightly
share the problems and the solutions as they occur There is no reason why a university dean
should not open a direct conversation with the public That will do more to change the
culturemdashto finally make it customer-focused and mean itmdashthan a dozen consultants a
hundred off- sites or a million ad impressions
During of development process of some programs or anything in university it is better to
involve students in this process also
The last but not the least is links on the website of MU There are three links on the ESF
faculty One of them is ―Review of economic perspectives ―call for papers and Citi Bank
banner There should be more links to Headhunters conferences industry associations
current job opportunities etc This gives website alive image and helpful time spending
49
CONCLUSION
This study has been conducted in favor of future Masaryk University prosperity in the
current commercial world Researcher had a strong motivation to give helpful secondary and
primary information which will foster university educational process in the frames of
contemporary world
Of course any research comes up with further recommendations to analyze questionable
matters in results obtained Researcher believes that this work is just another step to constant
need of self-improvement
Researcher advices to put more accent on IT support to promote university image and
therefore increate its attractiveness (Harry Hayward 2011) mentioned that 80 million hours
of video loaded to YouTube every minute So there is high potential for promotion Viral
video of MU will hit several aspects of university improvement brand product suite
differentiation lifestyle according to Dr DJToncich Apart of that it is recommended to
build system of values believes and attitudes among students and university staff and
promote this in the future According to Dr Mark Putman it is essential nowadays to educate
university staff about strategic role of marketing and branding Website analytics would be
useful for measurement and marketing analysis Search optimization engine is another tool on
how to maintain university webpage in the top 10 results in Google chrome or other web
search engines On YouTube there is option to post advertisement of a company only in the
videos which are related to the sphere of products or services company offer So MU might
sign a contract of including its advertisement on videos which has key words as ―education
―high ―in English etc
According to primary data obtained it is obvious that several aspects in MU marketing
mix do not match high criteria among students Once one factor ―People would be solved
through trainings and constant updating knowledge of personnel another interrelated problem
will be offset ndash ―Employability But there is no any research done on interdependence of
these two factors so for further analysis of situation another research should be taken The
main purpose of this research would be identification of cause and effect linkages between
50
―People ―Employability and other factors which influence studentslsquo ability to get high paid
job back home And there are a lot of those factors starting from political situation in the
country to the level of corruption and nepotism
MU has potential to improve its educational process as we do the students because we are
the main customers for our university But one thing should not be forgotten and it is
companies which have strong notion about reality in one or another specialization That is
why my last advice for Masaryk University is to appeal as a liaison entity between students
and companies
51
REFERENCES
Barabba Vincent P Zaltman Gerald 1991 ―Hearing the Voice of the Market Competitive
Advantage Through Creative Use of Market Information Chapter 5
Conway Tony Stephen Mackay David Yorke (1994) Strategic Planning in Higher
Education Who Are the Customers International Journal of Educational Management
Vol 8 Iss 6 pp29 ndash 36
Cooper Donald R Schindler Pamela S 2003 ―Business research methods 8th ed
Dillman Don A 2000 ―Mail and Internet Surveys The Tailored Design Method 2nd
Edition New York
Dekeba Alemayehu 2003 ―Basic of Marketing Research Methods
URL httpwwwglobuszcomebooksMarketingResearchindexhtm
Hemsley-Brown JV and Oplatka I2006 Universities in a competitive global marketplace
a systematic review of the literature on higher education marketinglsquo International Journal
of Public Sector Management Vol 19 No 4 pp 316-338
Harry Hayward ―The power of digital storytelling 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Hair Joseph F - Bush Robert P - Ortinau David J ―Marketing research within a changing
information environment 3rd ed2006
Hsuan-Fu Ho Chia-Chi Hung Marketing mix formulation for higher education An
integrated analysis employing analytic hierarchy process cluster analysis and
correspondence analysis International Journal of Educational Management Vol 2 Iss
4 2008
Jarowski Ajay K Kohli and Arvind Sahay 2000 ―Market ndash Driven Versus Driving
Markets Journal of the Academy of Marketing Science 45-54
Johnson Bob ―Mobile marketing in higher education getting ready for 1012 and beyond
2011
URLhttpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Jarvis J ―What Would Google Do Adobe Acrobat eBook Reader 2008
52
Jonathan Ivy A new higher education marketing mix the 7Ps for MBA marketing
International Journal of Educational Management Vol 22 Iss 4 2008
Kotler Philip Fox Karen FA 1985 Strategic Marketing for Educational Institutions
Mora Michaela ―What Is Statistical Significance 2011
URL httprelevantinsightscomtagsample-size
Nha Nguyen Gaston LeBlanc 2001 Image and Reputation of Higher Education Institutions
in Studentslsquo Retention Decisions International Journal of Educational Management
Vol 15 Iss 6
URL httpwwwemeraldinsightcomjournalshtmarticleid=838798amp
Oppenheim ldquoQuestionnaire Design Interviewing and Attitude Measurementrdquo 1992
Oud Jacqueline 2004 ―Market research versus marketing research
Pimpa Nattavud 2003 ―Internationalization and trade in higher education opportunities and
challenges
Putnam Mark ―Do you drive the agenda or go along for the ride 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Rakhee Vyas Anne L Souchon 2003 Symbolic Use of Export Information A
Multidisciplinary Approach to Conceptual Development and Key Consequences
International Marketing Review Vol 20 Iss 1 pp67 ndash 94
URL httpwwwemeraldinsightcomjournalshtmarticleid=855530
Rich Lyons ―Authentic branding how creating a school brand with culture and curriculum
just might help save us 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Robert S Michael ―Inquiry amp Scientific Method 2002
URL httpwwwindianaedu~educy520sec5982week_1inquiry_sci_method02pdf
Rodriguez G ―5 Questions to Help You Understand Your Customer 2004
URL httpwwwpowerhomebizcomvol146customerhtm
Sekaran Uma Bougie Johan Roger Gisbert2009 ―Research Methods for Business a Skill
Building Approach 5th ed
Singleton Royce A Jr and Bruce C Straits 1999 Approaches to Social Research (3rd
Edition) New York Oxford University Press
Smith Scott M Albaum Gerald S 2005 ―Fundamentals of Marketing Research
Snyder Bruce ―Maximizing the power of web analytics 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Toncich ―Study and Learning in the Australian University System
53
URL httpwwwdoctorteenetfilesunibook04_ppdf
WEBSITES
Experiment-Resourcescom ―Comparing Quantitative and Qualitative Research 2009
URL wwwexperiment-resourcescomquantitative-and-qualitative-researchhtml
Higher Education Marketing Company Canada
URL httpwwwhigher-education-marketingcomcontact
Google Analytics website
URL httpwwwgooglecomintlenanalytics
54
Appendix A Questionnaire
Dear respondent this questionnaire is created in terms of Master`s degree diploma thesis The main goal of
this survey is to improve Masaryk University attractiveness by deriving the reasons for choosing Masaryk
University in obtaining a degree The answers will be kept as confidential and would not be used in any
other purposes other than for this research If you would have any questions regarding the results of this
survey please contact me
Ilya Shaiderov (380502mailmunicz)
Thank you for your cooperation
1 Are you a current or prospective student ____________________
2 What specialization you are obtaining or intend to obtain in MU ____________________
3 Please specify your country of origin ____________________
4 Please rate the level of handling your first phone callemail inquiry by MU staff (only if it is
applicable to your case)
1 2 3 4 5
5 While considering MU as an option to study what criteria did (do) you analyze to check
professionalism of university teaching staff (you may choose several options)
a Number of courses teachers offer
b Quantity of publication of teachers
c Work experience in business sphere
d Academic Experience
e Professional title in business
f I didn`t analyze any information about academic staff in MU
No response
Insufficient response
Sufficient enough
Completely sufficient with additional information
Completely sufficient
55
6 (Only for current students) Could you characterize the process of courses registration usage of IS
system and other administrative and bureaucratic functions of university (please choose one in each
scale)
Convenience
1 2 3 4 5
Usage
1 2 3 4 5
7 (For both current and prospective students) While choosing MU did (do) you check quantity of
books in university library accessibility of electronic databases new editions of study materials
overall quality of library
Yes
No
8 (Only for current students) Please rate MU facilities (buildings classrooms computer labs etc) on
the matter of ―comfortability
1 2 3 4 5
Excellent Good Sufficient Not enough Bad
Completely Convenient
Rather Convenient
Convenient Rather Inconvenient
Completely Inconvenient
Completely Useful
Rather Useful
Useful Rather Useless
Completely Useless
56
9 (For both current and prospective students) How do you rate the following factors as criteria for
choosing MU (1- least important 5 ndash most important)
a Ability to get employment in home country
b Strong academic staff
c Excellent laboratory facilities
d Library facilities
e Worldwide acceptable diploma
10 Please choose (mark ―V) services that MU sufficiently provides to you as a student (in case you
are prospective student - should be provided)
___ Reasonable accommodation (covered by student)
___ The number of modules in the degree and big variety of elective courses
___ Student exchange programs
___ Research environment (sufficient up to date study materials computer labs laboratories etc)
___ Small class sizes
___ Internship possibility
___ Faculty (profound selection of PhD and profession specialists)
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
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t
3
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y
p
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o
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e
d
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o
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e
4
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o
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5
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4
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o
5
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o
1 2
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f
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3
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o
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r
4
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a
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r
o
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e
d
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m
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n
t
5
[
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e
a
q
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o
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r
o
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e
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u
m
e
n
1 2
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y
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e
a
q
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o
t
e
f
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o
m
t
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e
d
o
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m
e
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3
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a
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f
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o
m
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4
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a
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o
t
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f
r
o
m
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d
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c
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m
e
n
5
[
T
y
p
e
a
q
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t
e
f
r
o
m
t
h
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d
o
c
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m
e
1 2
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p
e
a
q
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o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
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n
3
T
y
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a
q
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e
f
r
o
m
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d
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n
4
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a
q
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f
r
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m
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c
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5
[
T
y
p
e
a
q
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o
t
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f
r
o
m
t
h
e
d
o
c
u
m
57
11 From what source you first found out about Masaryk University
a Website search engine
b Advice of friends parents etc
c TV
d Newspaper please specify____________
e Journals please specify____________
f Billboards
g Website banners please specify website_______________
h Other source__________________________
12 (Only for current students) If you had do it over again would you still choose MU If not please
specify why
a Yes
b Not sure
c Probably would
d Probably would not (please specify why)
__________________________________________________________________________________
__________________________________________________________________________________
________________________________________________________________
13 (Only for current students) Please describe your level of general satisfaction with university
a Not satisfied at all
b Neutral
c Satisfied
d Very satisfied
58
14 (For both current and prospective students) Do you think MU degree will help you to get above
average salary in your home country
a No b Probably not c Not sure d Probably yes c Yes
15 If you think that MU degree helps to get well paid job in your home country what might be
reasons for that (more than one reason can be selected)
a High standard European education d Possibility to pass internship in Europe
b Degree specialization choice e Other_________________________
c Education in English language
21
Chart 1 ―Defining Sample
Sampling procedure starts with defining of population Population is amount of units
(individuals legal entities households) which has one or more similar feature among each
other In order to specify population researcher should answer such questions as what kind of
units (elements of analysis) to be included where they reside or their origin and when
(dimension of units in terms of timeframe) Population should be defined as precisely as
possible At the moment of finalizing population definition investigator decides whether it is
necessary to investigate the whole amount of population (census) or a part of it (sample) The
choice depends on the size of population If the size of population is small census can be an
optimal option otherwise should be created sample
Sample design includes type of sample sampling unit and sample frame Majority of
samples are selected by choice of investigator as non-probabilistic method Where
investigator selects elements of sample in terms of convenience availability and own
judgment Researcher uses table or any other random selective device for the probable
method (Smith Albaum 2005)
Define population
Sample design
Sample size
Estimate costs of sampling
Census vs Sample
Execute sampling process
22
―Sampling unit is the basis of the actual sampling procedure It is that segment of the
population actually chosen by the sampling process The sampling unit may contain one or
more population elements That is these units may be individual elements or aggregates of
individual elements (Smith Albaum 2005)
Sample frame is considered as a list of elements of the population For instance it can be
list of characteristics of elements which are expected to pass the interview or fill out
questionnaire In a perfect case sample frame should determine each population element once
and should not include those elements which are not in the population criteria There several
options below of inaccurate sample framing process
Chart 2 ―Sample Framing Processes
A Incomplete
Sampling frame
B Too Comprehensive
C Combination
Sampling frame Population
Sampling frame Population
Population
23
There is also set of questions to ask during generation of sampling list
Does the list contain everyone in the survey population
Does the list include names of people who are not in the study population
How is the list maintained and updated
Are the same sample units included on the list more than once
Does the list contain other information that can be used to improve the survey
(Dillman 2000)
There are four traditional approaches for the determining sample size
1 Arbitrarily or judgmentally determined
2 Minimum cell size in analysis
3 Based on budget
There are two types of costs in sampling process fixed and variable Fixed costs are those
which are determined and constant Variable costs depend on the volume of study being
conducted The dashed line in the upper graph shows interrelation between costs and sample
design If costs are too high researcher reconsiders sample design or sample size
The last step is actual choice of sample There are two main criteria for this process
sample must be adequate and representative For the sample being representative means that it
reflects overall characteristics of the whole population Adequacy is sought in sufficient
amount of elements selected to provide stable results Also there are two types of sampling
designs probability and non-probability samples Non-probability sampling differs from
probability sampling on the basis that in non-probability sampling the sample elements do
not have a known nonzero chance of being selected for the sample In probability sampling
each element has a known and equal probability of selection This study incorporates
probability design because there are no any predisposed respondents (Smith Albaum 2005)
111 Editing Coding and Descriptive Analysis
―Completed questionnaires or other measurement instruments must be edited coded
entered into a data set for processing by computer and carefully analyzed before their
complete meanings and implications can be understood (Smith Albaum 2005)
24
The main reason for this process is converting data obtained into information which will
provide inferences and answers to research question A certain sequence is needed to perform
successful data analysis In short there should be definition of response categories at first
then editing and coding and at last tabulation All these three steps will be implemented in the
practical part
112 Research Errors
In any research errors will occur so management of errors must apply Errors can arise in
any stage of marketing process from problem formulation to report development It is a goal
of investigator to minimize those errors The value of total error is comprised of sampling
error plus non-sampling error Sampling error (usually called as random sampling error) is the
difference between planned sample and the list of interviewees it is formed Non-sampling
errors are those which are not related to the sample itself Usually non-sampling errors related
to sort of bias as the difference between the true value of that which is being measured and the
average value derived from a number of independent measurements of it There are eight
major types of errors
Population specification ndash difference between required population and population
chosen When researcher chooses inappropriate population for the data collection
Sampling difference between required sample and the one that has been selected
When sample does not represent the population selected by using probability sampling
method
Selection error usually occurs when researcher pick up respondents whom she knows
who is more pleasant in general who is easily reached This tendency deviates real
population selected
Frame error Sample frame is a set of representatives of population who relate to
required sample The frame error occurs when elements which are not in the sample
group are investigated
Nonresponse error occurs when all members of the sample cannot be reached or they
refuse to respond
Surrogate information error occurs when investigator is unable to obtain responses and
replace it with proxy answers leading to surrogate information
25
Measurement error occurs in several stages of research transmittal response analysis
In general researcher represents information that he wants rather the real one
Experimental error When investigator is measuring the influence of independent
variables on dependent one while controlling extraneous variables (Smith Albaum
2005)
2 PRACTICAL PART
21 Marketing Research Process Applied
For this study it has been identified that the problem of current situation in MU is its
inability to attract more international students
Problem Formulation Prospective students do not choose MU for degree obtainment
Research goal To identify ways on how to increase studentslsquo inflow into MU by means of
detecting general preferences of MU customers (prospective students and current students)
Research questions
Based on the study of 7P approach made by Jonathan Ivy one research question arises
1 On what element of marketing mix students relied more when choosing MU ―People
―Physical evidence or ―Processes
From another study made by Hsuan-Fu Ho and Chia-Chi Hung second research question
arises
2 Does the possibility of domestic market employability after graduation plays the key role
for choosing MU
26
Method of Inquiry
As been mentioned in the theoretical part the first step in method of inquiry is observation
and description of a phenomenon or a group of related phenomena This step is known for its
qualitative methods of applicability
Have been studying for almost two years in MU and communicating with dozens of
international students I found several aspects to consider for MU attractiveness improvement
Students who stay longer than a semester differ from those who came just for one semester
under Erasmus exchange program This research deals with the first category of students and
for them it is important to have more frequent university-student correspondence Keeping the
fact that education process in Masaryk university different and complicated in terms of
Information Technology (student information system is very confusing with no English
version of some pages) there should be prepared an orientation seminars on how to effectively
use all university premises and surrounding city facilities It can be easily done with the help
of International Students Club which has excellent image among such clubs in Europe There
is orientation week for students but from the students point of view is more prepared to make
things done (like ISIC card issue register to information system) rather than providing
students with tools on how to achieve what they need to This can easily be done by
information system additional applications of city university map student forums and
discussion groups The information system should be done in more client friendly way with
good English translation of the web pages
This work would not include any hypothesis because of the chosen research design ndash
explorative
Research Methodology
In this will be applied nonexperimental method because of objectivity purposes There is
high risk of mislead and misinterpretation to the respondent which will affect the survey
results
Question number 1 2 3 in the survey (can be found in appendix of this work) was
included for the reason to find additional information from prospective students who intend to
continue their study Question number 11 gives idea on the effective media channel that
students got information from Question number 12 and 13 will help to summarize general
student opinion on MU and find some deviations from the rest of the questions
27
Below are the questions in the survey which relate to research question number 1 ―On what
element of marketing mix students relied more when choosing MU ―People ―Physical
evidence or ―Processes
Question number 4 6 7 was adopted from literature source (Jonathan Ivy 2008) of
theoretical part This question identifies the level of ―Processes element of marketing mix
Question number 5 based on the same literature source was adopted to verify another element
of marketing mix ndash ―People Question 8 uncovers the level of third element ―Physical
evidence Question number 10 encompasses all three elements to double check the main
criteria that students choose or consider MU to study
Below are questions in the survey which relate to research question number 2 ―Does the
possibility of domestic market employability after graduation plays the key role for choosing
MU
Questions number 14 and 15 will help to identify the level of studentslsquo motivation to enter
MU for the reason of higher chance of employability after graduation These questions were
adopted from literature source provided by Hsuan-Fu Ho and Chia-Chi Hung
Question number 9 relates to both research questions because it covers the scale of
significant factors that might affect student to choose MU
Research Design
The study entitled ―Quantitative Marketing Research attempts to accumulate the sequence
of procedures to conduct successful marketing research It has been chosen to use quantitative
research for the reason that study aims to find out the answer of a research questions through
numerical evidence This method enables researcher to gather existing information and data
regarding interrelationship between low rate of students registration to MU The study will
help to answer on two research questions posed in this work
Selection of data collection techniques
The study incorporates two techniques of data collection secondary and primary
collection Secondary information reveals current situation of HE marketing worldwide and
primary information helps to find the match up for solution of MU problem and secondary
information findings
28
Sample design
Researcher uses probability sample design with quantity of respondents equal to 26
Data collection
For study purposes data will be collected by giving out questionnaires to current and
prospective students who study or intend to study in English in MU Hard copy questionnaires
will be collected after respondents finish answering them Total collected questionnaires
amount to 26
Research errors
Population Specification error is mastered by questioning potential respondent whether
shehe studies in English Sampling difference researcher will overcome by keeping the
highest level of variety of respondents (by country of origin) Selection error is out of the
matter because researcher is not introduced to the majority of students studying in English
Nonresponse error may occur for the further purposes of the research respondents would be
asked the reasons for rejecting to fill out questionnaire The same procedure is for the
surrogate information ndash if researcher will not be able to get answers from respondents they
will be asked about the reason of rejection
22 Analysis and interpretation of data
Secondary and Primary data is analyzed and interpreted in section 23 and 24 below
23 Secondary data
Marketing communication of universities
As has been mentioned previously in this work the best option to collect relevant primary
data is to rely first on secondary information and then delve down in certain aspects by
collecting primary information In this item it will be explained what has been done in
marketing communication of universities around the world This part will also cover the
question of what communication strategies and tools the international universities use to
attract their students
29
From the first finding to start universities all over the world practicing advertising
campaigns with such words as ―Internationally renowned Award winning Prestigious
Proud history Career oriented etc But not all the time these sparkling words are real truth
―Does it actually matter whether a university has ―tradition if its current practice is poor
Does it matter if a university is ―internationally renowned if the particular course that is
being considered is known to be badly operated by local standards Does it really matter if a
university has ―a proud history if the present isnlsquot very good (Dr DJ Toncich2008)
Australian professor Dr DJ Toncich in 2008 published a book ―Study and Learning in
the Australian University System where he clearly stated various forms of
Marketing in universities of Australia ―The most common example of universities selling the
sizzle rather than the sausage appears in areas such as science engineering and architecture
where potential students are bombarded with glamorous images of spacecraft sky-scraper
buildings nuclear reactors and so on There are different ways how universities attract their
students There is a table provided by Dr DJ Toncich which explains the ways on how to
promote different parts of university image
Table 2 ―Ways on how to promote elements of university image
30
A ―Tool is a part of company (university in this case) image which should be promoted
And ―Vehicle is the way part of the image can be promoted ―Some key points to note are
that the mass media outlets (newspaper television and radio) having the broadest audience
are generally reserved for ―big picture marketing including the universitylsquos brand and
confidencereinforcement strategies Self-evidently promoting to the broadest audience is the
most costly way of getting a message out so the message needs to be simple and clear The
more specialized the audience however the more detailed the information ndash for example
university course guides and handbooks have the most specific audience and subsequently
the highest level of information density In these vehicles there is generally less content
related to the big picture issues of confidence and brand (Dr DJ Toncich 2008)
Nguyen amp Le Blanc (2001) focused on the image and reputation of the institution and
referred to the crucial role these factors played in the development of market positioning ndash
they drew on the well established concepts and theories in business sector marketing for their
study Bonsardi amp Ekwulugo (2003) who claimed that ―a centrally important principle of
marketing is that all marketing activities should be geared towards the customer also relied
on the literature used in business sector marketing and applied it to the context of higher
education
Branding is important for university to stand out in the market In ―ConnectEd
Symposium for the marketing of Higher Education (Chicago November 2011) Rich Lyons
(Dean Haas School of Business University of California Berkley) argued that
―What passes for branding in higher education is often nothing more than a catchy slogan
and logo Branding projects in universities sometimes evoke hostility indifference or bothmdash
or raise the question of why a good school would need to be so concerned about its image that
it would resort to ―corporate measures But when branding reaches deep to magnify a
schoollsquos differentiation and its core essence the result can be a powerful boost on multiple
dimensionsmdashstudent recruitment alumni interest fund raising media interest and so on And
it can resonate with key audiences emotionally to align what the school does with their
passion to change the world Dean Rich Lyons has led the Haas School of Business at UC
Berkeley in branding the school based on codifying its distinctive culture driving that culture
through its business processes and reforming its curriculum to produce a particular type of
leadermdasha path-bending leader The process is lengthy difficult and risks are high Learn why
the rewards of an authentic brand are worth the effort
31
According to this speech strong brand is coming from the culture of interaction among
students and all university staff Mainly students and professors should clearly understand
what matters mostly attracted them in chosen university (values believes attitudes etc should
match up with student`s)
Another aspect for university marketing start up procedure is reposition communications
as a strategic function in a more proactive attitude This matter has been covered by Dr Mark
Putnam President Central College IA in his article ―Do you drive the agenda or go along for
the ride In this article author ―sought to change the view of the marketing and
communications team from customer service providers to strategists He set a good example
with presidential blog using it to elevate the level of discourse at Central Putnam has a track
record for this kind of change management As senior vice president at Northeastern
University (Boston) he worked with the communications team to educate the university about
the strategic role of marketing and branding He comes by this perspective naturally (Dr
Mark Putnam 2011)
To improve university technical tools in attracting students mobile marketing is a great
way ―Mobile marketing brings challenges and opportunities to higher education when scarce
resources limit the ability to add new technologies and techniques to communication plans
We examine the mobile marketing landscape in search of whats most relevant to higher
education today with special attention to student recruitment and brand strength Areas
covered include site design for best task completion writing right for mobile sites monitoring
web analytics and integrating with traditional and social media websites (Bob Johnson
2011)
Another technical tool is digital video clips ―Video in its many forms is becoming a
major factor in our collective lives (80 million hours of video loaded to YouTube every
minute for example) As digital storytelling it is also being used in a variety of ways to build
brand equity with internal and external audiences Outcomes will be a better awareness of the
current trends in using video as a brand building tool and a field guide for teaching others
within the organization to make powerful digital stories Im currently using the workshop at
the UW to train students who will study abroad to make and distribute good quality video
about their experiences (Harry Hayward 2011) In case of brand building using video
assistance viral marketing campaign might work And the last idea which will increase
university profit is web site analytics ―The website is not only a conduit for most of your
marketing efforts todaymdashitlsquos also an incredible tool for measurement and marketing analysis
32
With web analytics you can better quantify the impact of your marketing campaigns improve
the effectiveness of your website segment visitors for micro-marketing efforts and generate
valuable marketing intelligence (Bruce Snyder 2011)
Marketing is the process of customer identification (needs views preferences financial
possibility to buy certain product) This task will be done through primary information
analysis Another task in marketing is development of ―analytics-driven approach to help to
reach a targeted student through search engines mobile smartphones text messaging email
newsletters and social media (Higher Education Marketing Company) This company has a
straight and logic view on marketing process in university which provides a wide scope of
services Google Analytics Search Engine Optimization Pay Per Click Marketing Social
Media Marketing Google Maps amp Local Search Web Design amp Development Mobile
Marketing Short Message Service (SMS) Another very effective tool is SEO (search engine
optimization) which allows embedding into the company website option for the most
important (most likely needed) words phrases while creating company web pages This set of
words with high possibility that potential customer will dial up will give opportunity for the
company website to pop up in the top list of the search engine (Google chrome yahoo etc)
Under research problem ndash low enrollment of students the researcher should look for the
findings of other studies relevant to this study problem The questions to start with are ―What
factors in university marketing practices are missing to achieve constant enrollment growth
―Is there any interrelationship of those factors and university attractiveness growth
One of the studies has been conducted among students registered state subsidized
universities in South Africa The purpose of this paper was to present a new marketing mix
based on MBA studentslsquo attitudes and opinions towards the marketing initiatives of business
schools in South Africa The findings of this study revealed showed seven quite distinct
underlying factors in the marketing activities of these business schools some covering the
same elements of the traditional marketing mix people promotion and price There were
however four different elements programme prominence prospectus and premiums ―The
marketing mix is a set of controllable marketing tools that an institution uses to produce the
response it wants from its various target markets It consists of everything that the university
can do to influence the demand for the services that its offers Tangible products have
traditionally used a 4Ps model the services sector on the other hand uses a 7P approach in
order to satisfy the needs of the service providerlsquos customers product price place
promotion people physical facilities and processes The product is what is being sold It is
33
more than a simple set of tangible features it is a complex bundle of benefits that satisfy
customer needs The price element of the services marketing mix is dominated by what is
being charged for the degree or tuition fees that are required to enroll at the university Place
is the distribution method that the university adopts to provide the tuition to its market in a
manner that meets if not exceeds student expectations Promotion encompasses all the tools
that universities can use to provide the market with information on its offerings advertising
publicity public relations and sales promotional efforts (Jonathan Ivy 2008) This traditional
model encompasses tools which deal with tangible products In case of university it provides
intangible product which needs more tools for promotion Fifth tool is people who are
considered as a staff in university (academic administrative and support staff) To have a
prominent image university should have teaching staff reputations PhD holders Professorial
title holders Also administrative staff can also play an important role to attain prospective
students by simply providing professional phone call inquiry
The newest addition to the marketing mix is physical evidence and processes Physical
evidence is attributed to internal and external appearance of the entity (from teaching
materials to facade of the building and lecture rooms) ―Processes are all the administrative
and bureaucratic functions of the university from the handling of enquiries to registration
from course evaluation to examinations from result dissemination to graduation to name but
a few During the period that the student is registered processes need to be set in motion to
ensure that the student registers for the correct courses has marks or grades correctly
calculated and entered against the studentlsquos name and is ultimately awarded the correct
qualification While this might seem quite straight forward there are numerous other
processes that need to be implemented concurrently (with the finance system
accommodation time tabling and the library) to ensure the highest level of student
satisfaction The findings of this research suggest that the traditional 4- 5- and indeed 7P
marketing services marketing mix may not be the best way to approach the marketing of
MBA programs in South Africa Using principal components factor analysis on 25 commonly
used marketing tools indicates that four new distinctive and independent elements exist along
with three elements from the traditional marketing mix (Jonathan Ivy 2008) The most
important element from the marketing mix was ―program element (the range of electives in
the degree choice of majors) The second was ―prominence of the degree (academic staff
reputations position on league tables or MBA reviews in the popular press) The traditional
promotions element of the marketing mix was split into two areas standard mass media
34
advertising and hard copy promotional materials such as the university prospectus and direct
mail posted to prospective students called ―prospectus in the MBA marketing mix The
price element is dominated by flexible payment of tuition fees which means that students are
price sensitive and looking for payment flexibility The people element has had a small
modification with face-to-face teaching being included along with personal contact with
graduates and open day attendance The final element of the new marketing mix is called
premiums This is a diverse element of the mix which included accommodation the number
of modules in the degree student exchange programmes university computer facilities and
class sizes While this element was considered the least important of the marketing tools not
offering some of these items could seriously damage the recruitment prospects of a business
school Indeed some items would be considered a standard offering of a university and
expected by a student without further consideration or evaluation (Jonathan Ivy 2008)
So from this study researcher may answer on the posed questions before There is indeed
some other factors out of the standard marketing mix which in this case (higher education
marketing) play a key role In order to finally apply those factors into the practical
implementation researcher should check whether all of those factors remain important for
MU For this purpose primary data should be collected by creating questionnaire which
includes new marketing mix tools
Another study conducted in the realm of marketing communications in Taiwan includes
other findings The purpose of this study was to examine how a graduate institute at National
Chiayi University (NCYU) by using a model that integrates analytic hierarchy process
cluster analysis and correspondence analysis can develop effective marketing strategies
This research revealed that even though universities and colleges in Taiwan have
increasingly realized the importance of having sound marketing strategies to stay competitive
they have concentrated their marketing strategies on promotion ndash advertising tuition
reduction scholarships etc This trend has often obscured the fact that marketing should be
based on customer needs with better efforts made to fulfill these needs Although market
segmentation and positioning enable marketers and institutional planners in higher education
to understand customer needs and to visualize institutional advantages in relation to their
competitorslsquo positions these are relatively new endeavors in educational marketing in
Taiwan
The results display that the five most important factors for studentslsquo school selection
were employability curriculum academic reputation faculty and research environment
35
Students perceived NCYU to be strongly associated with lower tuition fewer entrance-exam
subjects lower entrance-exam pass rates and easier graduation requirements (Hsuan-Fu Ho
Chia-Chi Hung 2008)
In order to verify whether such criteria are also indisputable preconditions for choosing
MU as a potential tertiary institution they should be included into the study questionnaire
As we can see that in secondary information there are many ways on how to improve
university standing and how to reach a customer But this information does not give us the
picture of Masaryk University customer why she chose MU what were the preferences to
choose it where she first time got to know about it and etc That is why for this part ndash to get
the picture of MU customer from primary data collection and then apply appropriate tools that
have been mentioned before would be a good combination for a successful marketing
campaign
24 Primary data
For the purpose of this study ndash increase MU attractiveness primary data has been
collected Researcher developed questionnaire which consists of 15 questions and randomly
gave out to international students The main goal of this questionnaire is to answer two
research questions set by researcher
1 On what element of marketing mix students relied more when choosing MU ―People
―Physical evidence or ―Processes
2 Does the possibility of domestic market employability after graduation plays the key role
for choosing MU
These two research questions will help to get a clue on how specifically to improve
attractiveness of MU
Data is analyzed by using excel Microsoft office application with support of various graphs
and tables It has been calculated that majority of respondents are current students in MU
which gives more in depth data describing university attractiveness
36
Graph 1 ―Identification of students` status
It is 62 of respondents stated that they are currently study in MU This will bring more in
depth data from the survey
Specializations have wider split up with two major elements Informatics and Medicine
amount to 32 and 27 accordingly Unfortunately there are no any students from sport
faculty As it has been mentioned respondents were chosen randomly so it can be obvious
that there is big amount of students studying or intend to study medicine and informatics
Graph 2 ―Identification variability of specializations
37
Country of origin table shows that students from Slovakia have majority Probably
because of country and national closeness to Czech Republic The second biggest majority is
students from United Kindom after them students from Russia and Hungary
Graph 3 ―Country of origin split up
Question number 4 relates to first research question (On what element of marketing mix
students relied more when choosing MU ―People ―Physical evidence or ―Processes)
which specifies the level of ―Process element in MU In general the level of handling phone
callemail is acceptable with 14 respondents answered as completely sufficient or completely
sufficient with additional information This shows that majority of students are satisfied with
first impression of contacting MU
38
Chart 3 ―Level of handling callemail inquiry
Question number 5 explains another element in first research question which is ―People It
is evident that for majority of students academic experience is the most important to know
about professors professionalism But it is also a big quantity of those who did not analyze
any information Five students responded that work experience in business sphere is a key
criteria to choose MU
Chart 4 ―Criteria for identifying professionalism of university teaching staff
The ―Process element is evaluated in question number six which explains the level of
administrative and bureaucratic functions in MU on the matter of convenience and usage
Number of courses
teachers offer
Quantity of
publication of
teachers
Work experience
in business sphere Academic
Experience Professional
title in
business
I didn`t analyze
any information
about academic
staff in MU
39
Chart 5 ―Convenience
On the chart it is shown that students rate these functions as convenient with only several
students who perceive it as rather inconvenient On the ―Usage chart it has also positive
trend representing that MU administrative and bureaucratic process is highly useful
Chart 6 ―Usage
Question number seven explains third element ―Physical evidence In graph below it is
obvious that majority of students do not check this element while choosing MU
40
Graph 4 ―Identification of processes element
69 replied negatively and 31 positively which means that this factor does not play a
key role in selecting university Majority of students rate MU facilities as comfortable It is
shown in the table below that eleven students rate facilities as good
Chart 7 ―Identification of physical evidence element
Question number nine encompasses several criteria which were taken from two elements of
marketing mix ―People and ―Physical evidence and some were not from this marketing
mix like ―ability to get employment in home country ―worldwide acceptable diploma
These two factors were taken from the second research question ―Does the possibility of
41
domestic market employability after graduation plays the key role for choosing MU Results
showed that students highly value ―ability to get employment in home country (16
respondents gave highest score) Also highly rated MU diploma as worldwide acceptable (15
respondents gave the highest score) Also for respondents it is important (with lower grading
score ndash ―4) ―Strong academic staff and ―Excellent laboratory facilities
Chart 8 ―MU criteria
Question number 10 includes set of common services that university provides to students
This question helps to understand what services MU provides sufficiently to students Results
showed that sufficient services that MU provides are almost all which have been mentioned in
the options list Only ―Small class sizes do not meet big majority expectations
a Ability to get
employment in home
country
b Strong
academic staff
d Library
facilities
c Excellent
laboratory
facilities
e Worldwide
acceptable diploma
42
Chart 9 ―MU services
Interesting results gave to the researcher questions number 11 which shows that mostly
students got to know about MU from internet search engines and from relativeslsquo advice
Graph 5 ―Media channel of MU
Question number 12 and 13 give overall satisfaction level with MU Question number 12
has been adopted from theoretical part which asks whether student is ready to enter university
again if heshe would have the same opportunity Question number 13 is double-checking this
statement Results are showing that majority of respondents would enter MU again and they
are satisfied with overall MU educational service
Reasonable
accommodation
Exchange
programs
Number of
modules
Small class
sizes
Internship
possibility
Research
environment Faculty
43
Graph 6 ―Choosing MU
Graph 7 ―General satisfaction of MU
Although researcher might observe big quantity of students who are relactant to answer
Graph derived from question 12 shows that half of respondents do not have such a strong
feeling to reenter MU The same situation is in general satisfaction of MU where 38
remained neutral
The last two questions deal with second research question And here results are varied
Graph 8 derived from question 14 depicts that MU degree is not that helpful for getting the
job back in home country Only 23 answered that degree surely will help to get a high paid
44
position 38 replied as ―probably yes 35 answered as ―not sure and 4 answered
―probably not So around 61 of respondents feel positive about successful employment
back home the rest are not that confident
Graph 8 ―Employability element
Graph 9 ―Employability element second question
If respondents replied positively on 14th
question then they were asked to state the reason
for this As it can be seen above high standard European education is playing a key role for
successful employment Also the rest of options have high scores too
45
RESEARCH REPORT
In the purpose of survey it was essential to understand which of three elements in
marketing mix (―People ―Processes and ―Physical evidence) students rely more and
therefore less while choosing MU According to study made in South Africa by Jonathan Ivy
there are seven elements in marketing mix which all equally important for improving
company attractiveness in service business Researcher of this study picked three out of
seven because they more closely respond to actual service oriented company The rest four
elements (product price promotion place) were existing before as traditional marketing mix
for all types of businesses So the element ―Processes uncovers with questions number 4 and
6 From the graphs it is obvious that students are satisfied with this marketing mix This gives
university strong point in attracting students Call email handling Information system
functionality and other bureaucratic functions work sufficiently well 22 students rated
callemail handling as positive Usage and convenience of different MU functional processes
are also positively appreciated with 13 students for convenience and 15 for usefulness From
this data it can be clearly stated that students do rely on effective functions of MU
Element ―People is identified in questions 5 9 and 10 Question 5 gives information that
students do not mainly rely on ―People element while choosing MU 9 students did not
analyze any information about professionalism of university teaching staff Meanwhile the
main factor on what students pay attention is academic experience of teachers But answers
for the questions 9 and 10 gives a tendency that students do rate criteria ―Professionalism of
teachers high but actually they give lower score for this actual criteria in question number
10 In question number 5 students chose different aspects of professionalism of teachers as a
criteria to enter MU Total score for professionalism aspects is 4+4+5+10+4=27 Also in
question number 9 criteria ―strong academic staff accumulates 17 points (it is taken only 4
and 5 levels of importance) But in question number 10 only students give only ten points for
―faculty as a sufficient service provided by MU It can be assumed that students had higher
expectation before entering into university that they have got
Element ―Physical evidence is seen as not important for respondents Graph for question
number 7 shows that 69 of students did not check elements of ―Physical evidence Also
majority of students rate university facilities as ―Good with opportunity to select ―Excellent
46
status (in question number 8) On the other hand students rate university accommodation and
research environment as high enough (question number 10) It can be concluded that during
the process of choosing university students do not rely heavily on ―Physical evidence But
they did get reasonable service in ―Physical evidence while studying in MU
Second research question states ―Does the possibility of domestic market employability
after graduation plays the key role for choosing MU After analysis of relevant graphs and
tables it became clear that this factor (possibility to get employed) is very important for
students So question number 9 gets the highest score (16) for criteria in choosing MU ndash
―ability to get employment in home country and also high score for ―worldwide acceptable
diploma Even though students rate possibility to get employed as the highest criteria to
enter MU 39 of students are not sure or don not think they will obtain high paid job back
home Here is the point to work for MU administration Students rely on high standard
European education and English language education as a key criterion for being confident in
getting well paid job (question number 15)
The data analysis process constitutes the following
1 MU has convenient and useful bureaucratic functions which are considered as a strong
point in delivering knowledge without obstacles It is difficult to identify the level of
―processes in organization but some points can be highlighted in promotion materials It can
be description of functionality of Information System or description of easy courses
registration
2 Element ―People has deviation in what is expected and what is delivered Students
have a bit higher expectations on the level of teaching staff experience and competence It is
recommended to do a deeper research on the reasons for this deviation But for now it can be
decided to arrange seminars or trainings for teacher to improve their marketing knowledge
and explain commercial tendency in market of high education
3 University ―Physical evidence is has strong rate of sufficiency The only problem that
students do not feel need to pay attention on this element Here MU administration should put
accent on Including pictures of libraries with free Wi-fi canteens computer labs which have
good and pleasant conditions
4 The most important criteria for students to choose MU is high possibility to get
employed at home But this perspective lacks consistency because there is significant amount
of students who remain uncertain in the future employability This gap can be solved by
successful decision making of three elements above ―People ―Processes and ―Physical
47
evidence But it is recommended to conduct further survey questioning the reasons of
students` uncertainty in future employability Maybe the reason is not related to some weak
points in marketing mix but the problem in home countries itself (political instability
nepotism etc)
To sum up the general situation in four factors mentioned above ―processes should be
promoted to international students as a smooth tool in obtaining degree ―people should go
through training on how to deliver lecture in contemporary commercial world of high
education market ―physical evidence should be mentioned in promotion of MU ―student
employability will be interrelated with ―people plus MU has to install closer relationship
with international companies (internships provision seminars with company representatives
professional lectures from leading companies etc)
Secondary information has also a great help in increasing university attractiveness
Viral marketing can be applied to MU because question number 11 shows that internet search
engine is a key tool how students found about MU There is a video of experience Brno life
among Erasmus Students which can be remade as a good promotion video of student life on
campus For Masaryk University very effective tool will be Google Analytics giving a wide
scope of techniques on how to track differentiate and analyze visitors ―Google Analytics is
the enterprise-class web analytics solution that gives rich insights into the website traffic and
marketing effectiveness Powerful flexible and easy-to-use features now give opportunity to
see and analyze your traffic data in an entirely new way With Google Analytics it is easier to
write better-targeted ads strengthen marketing initiatives and create higher converting
websites (Google Analytics website)
In general MU marketing politics should involve techniques mentioned by Jarvis J in his
book ―What Would Google Do Companies must learn that they are better off when they
cede control to their customers Give us control we will use it and you will win
Also it is important to read blogs There are search engines for blogs like Technorati
Icerocket Google Bloglines Pub-sub where MU marketing officials can search for MU
discussion groups or some topics
MU officials should constantly maintain ―conversation with current students It is a good
idea to start communication with those bloggers who care enough to talk about MU products
and service and brand The least MU officials can do is engage them and join the
conversation Even further step can be done Ask consumers what they think MU
48
administration should do MU will end up with better products and do a better job selling
them to more satisfied customers who can even help each other if MU officials let them
Next it will be effective to start university blog where students openly and forthrightly
share the problems and the solutions as they occur There is no reason why a university dean
should not open a direct conversation with the public That will do more to change the
culturemdashto finally make it customer-focused and mean itmdashthan a dozen consultants a
hundred off- sites or a million ad impressions
During of development process of some programs or anything in university it is better to
involve students in this process also
The last but not the least is links on the website of MU There are three links on the ESF
faculty One of them is ―Review of economic perspectives ―call for papers and Citi Bank
banner There should be more links to Headhunters conferences industry associations
current job opportunities etc This gives website alive image and helpful time spending
49
CONCLUSION
This study has been conducted in favor of future Masaryk University prosperity in the
current commercial world Researcher had a strong motivation to give helpful secondary and
primary information which will foster university educational process in the frames of
contemporary world
Of course any research comes up with further recommendations to analyze questionable
matters in results obtained Researcher believes that this work is just another step to constant
need of self-improvement
Researcher advices to put more accent on IT support to promote university image and
therefore increate its attractiveness (Harry Hayward 2011) mentioned that 80 million hours
of video loaded to YouTube every minute So there is high potential for promotion Viral
video of MU will hit several aspects of university improvement brand product suite
differentiation lifestyle according to Dr DJToncich Apart of that it is recommended to
build system of values believes and attitudes among students and university staff and
promote this in the future According to Dr Mark Putman it is essential nowadays to educate
university staff about strategic role of marketing and branding Website analytics would be
useful for measurement and marketing analysis Search optimization engine is another tool on
how to maintain university webpage in the top 10 results in Google chrome or other web
search engines On YouTube there is option to post advertisement of a company only in the
videos which are related to the sphere of products or services company offer So MU might
sign a contract of including its advertisement on videos which has key words as ―education
―high ―in English etc
According to primary data obtained it is obvious that several aspects in MU marketing
mix do not match high criteria among students Once one factor ―People would be solved
through trainings and constant updating knowledge of personnel another interrelated problem
will be offset ndash ―Employability But there is no any research done on interdependence of
these two factors so for further analysis of situation another research should be taken The
main purpose of this research would be identification of cause and effect linkages between
50
―People ―Employability and other factors which influence studentslsquo ability to get high paid
job back home And there are a lot of those factors starting from political situation in the
country to the level of corruption and nepotism
MU has potential to improve its educational process as we do the students because we are
the main customers for our university But one thing should not be forgotten and it is
companies which have strong notion about reality in one or another specialization That is
why my last advice for Masaryk University is to appeal as a liaison entity between students
and companies
51
REFERENCES
Barabba Vincent P Zaltman Gerald 1991 ―Hearing the Voice of the Market Competitive
Advantage Through Creative Use of Market Information Chapter 5
Conway Tony Stephen Mackay David Yorke (1994) Strategic Planning in Higher
Education Who Are the Customers International Journal of Educational Management
Vol 8 Iss 6 pp29 ndash 36
Cooper Donald R Schindler Pamela S 2003 ―Business research methods 8th ed
Dillman Don A 2000 ―Mail and Internet Surveys The Tailored Design Method 2nd
Edition New York
Dekeba Alemayehu 2003 ―Basic of Marketing Research Methods
URL httpwwwglobuszcomebooksMarketingResearchindexhtm
Hemsley-Brown JV and Oplatka I2006 Universities in a competitive global marketplace
a systematic review of the literature on higher education marketinglsquo International Journal
of Public Sector Management Vol 19 No 4 pp 316-338
Harry Hayward ―The power of digital storytelling 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Hair Joseph F - Bush Robert P - Ortinau David J ―Marketing research within a changing
information environment 3rd ed2006
Hsuan-Fu Ho Chia-Chi Hung Marketing mix formulation for higher education An
integrated analysis employing analytic hierarchy process cluster analysis and
correspondence analysis International Journal of Educational Management Vol 2 Iss
4 2008
Jarowski Ajay K Kohli and Arvind Sahay 2000 ―Market ndash Driven Versus Driving
Markets Journal of the Academy of Marketing Science 45-54
Johnson Bob ―Mobile marketing in higher education getting ready for 1012 and beyond
2011
URLhttpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Jarvis J ―What Would Google Do Adobe Acrobat eBook Reader 2008
52
Jonathan Ivy A new higher education marketing mix the 7Ps for MBA marketing
International Journal of Educational Management Vol 22 Iss 4 2008
Kotler Philip Fox Karen FA 1985 Strategic Marketing for Educational Institutions
Mora Michaela ―What Is Statistical Significance 2011
URL httprelevantinsightscomtagsample-size
Nha Nguyen Gaston LeBlanc 2001 Image and Reputation of Higher Education Institutions
in Studentslsquo Retention Decisions International Journal of Educational Management
Vol 15 Iss 6
URL httpwwwemeraldinsightcomjournalshtmarticleid=838798amp
Oppenheim ldquoQuestionnaire Design Interviewing and Attitude Measurementrdquo 1992
Oud Jacqueline 2004 ―Market research versus marketing research
Pimpa Nattavud 2003 ―Internationalization and trade in higher education opportunities and
challenges
Putnam Mark ―Do you drive the agenda or go along for the ride 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Rakhee Vyas Anne L Souchon 2003 Symbolic Use of Export Information A
Multidisciplinary Approach to Conceptual Development and Key Consequences
International Marketing Review Vol 20 Iss 1 pp67 ndash 94
URL httpwwwemeraldinsightcomjournalshtmarticleid=855530
Rich Lyons ―Authentic branding how creating a school brand with culture and curriculum
just might help save us 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Robert S Michael ―Inquiry amp Scientific Method 2002
URL httpwwwindianaedu~educy520sec5982week_1inquiry_sci_method02pdf
Rodriguez G ―5 Questions to Help You Understand Your Customer 2004
URL httpwwwpowerhomebizcomvol146customerhtm
Sekaran Uma Bougie Johan Roger Gisbert2009 ―Research Methods for Business a Skill
Building Approach 5th ed
Singleton Royce A Jr and Bruce C Straits 1999 Approaches to Social Research (3rd
Edition) New York Oxford University Press
Smith Scott M Albaum Gerald S 2005 ―Fundamentals of Marketing Research
Snyder Bruce ―Maximizing the power of web analytics 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Toncich ―Study and Learning in the Australian University System
53
URL httpwwwdoctorteenetfilesunibook04_ppdf
WEBSITES
Experiment-Resourcescom ―Comparing Quantitative and Qualitative Research 2009
URL wwwexperiment-resourcescomquantitative-and-qualitative-researchhtml
Higher Education Marketing Company Canada
URL httpwwwhigher-education-marketingcomcontact
Google Analytics website
URL httpwwwgooglecomintlenanalytics
54
Appendix A Questionnaire
Dear respondent this questionnaire is created in terms of Master`s degree diploma thesis The main goal of
this survey is to improve Masaryk University attractiveness by deriving the reasons for choosing Masaryk
University in obtaining a degree The answers will be kept as confidential and would not be used in any
other purposes other than for this research If you would have any questions regarding the results of this
survey please contact me
Ilya Shaiderov (380502mailmunicz)
Thank you for your cooperation
1 Are you a current or prospective student ____________________
2 What specialization you are obtaining or intend to obtain in MU ____________________
3 Please specify your country of origin ____________________
4 Please rate the level of handling your first phone callemail inquiry by MU staff (only if it is
applicable to your case)
1 2 3 4 5
5 While considering MU as an option to study what criteria did (do) you analyze to check
professionalism of university teaching staff (you may choose several options)
a Number of courses teachers offer
b Quantity of publication of teachers
c Work experience in business sphere
d Academic Experience
e Professional title in business
f I didn`t analyze any information about academic staff in MU
No response
Insufficient response
Sufficient enough
Completely sufficient with additional information
Completely sufficient
55
6 (Only for current students) Could you characterize the process of courses registration usage of IS
system and other administrative and bureaucratic functions of university (please choose one in each
scale)
Convenience
1 2 3 4 5
Usage
1 2 3 4 5
7 (For both current and prospective students) While choosing MU did (do) you check quantity of
books in university library accessibility of electronic databases new editions of study materials
overall quality of library
Yes
No
8 (Only for current students) Please rate MU facilities (buildings classrooms computer labs etc) on
the matter of ―comfortability
1 2 3 4 5
Excellent Good Sufficient Not enough Bad
Completely Convenient
Rather Convenient
Convenient Rather Inconvenient
Completely Inconvenient
Completely Useful
Rather Useful
Useful Rather Useless
Completely Useless
56
9 (For both current and prospective students) How do you rate the following factors as criteria for
choosing MU (1- least important 5 ndash most important)
a Ability to get employment in home country
b Strong academic staff
c Excellent laboratory facilities
d Library facilities
e Worldwide acceptable diploma
10 Please choose (mark ―V) services that MU sufficiently provides to you as a student (in case you
are prospective student - should be provided)
___ Reasonable accommodation (covered by student)
___ The number of modules in the degree and big variety of elective courses
___ Student exchange programs
___ Research environment (sufficient up to date study materials computer labs laboratories etc)
___ Small class sizes
___ Internship possibility
___ Faculty (profound selection of PhD and profession specialists)
1 2
T
y
p
e
a
q
u
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f
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y
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e
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57
11 From what source you first found out about Masaryk University
a Website search engine
b Advice of friends parents etc
c TV
d Newspaper please specify____________
e Journals please specify____________
f Billboards
g Website banners please specify website_______________
h Other source__________________________
12 (Only for current students) If you had do it over again would you still choose MU If not please
specify why
a Yes
b Not sure
c Probably would
d Probably would not (please specify why)
__________________________________________________________________________________
__________________________________________________________________________________
________________________________________________________________
13 (Only for current students) Please describe your level of general satisfaction with university
a Not satisfied at all
b Neutral
c Satisfied
d Very satisfied
58
14 (For both current and prospective students) Do you think MU degree will help you to get above
average salary in your home country
a No b Probably not c Not sure d Probably yes c Yes
15 If you think that MU degree helps to get well paid job in your home country what might be
reasons for that (more than one reason can be selected)
a High standard European education d Possibility to pass internship in Europe
b Degree specialization choice e Other_________________________
c Education in English language
22
―Sampling unit is the basis of the actual sampling procedure It is that segment of the
population actually chosen by the sampling process The sampling unit may contain one or
more population elements That is these units may be individual elements or aggregates of
individual elements (Smith Albaum 2005)
Sample frame is considered as a list of elements of the population For instance it can be
list of characteristics of elements which are expected to pass the interview or fill out
questionnaire In a perfect case sample frame should determine each population element once
and should not include those elements which are not in the population criteria There several
options below of inaccurate sample framing process
Chart 2 ―Sample Framing Processes
A Incomplete
Sampling frame
B Too Comprehensive
C Combination
Sampling frame Population
Sampling frame Population
Population
23
There is also set of questions to ask during generation of sampling list
Does the list contain everyone in the survey population
Does the list include names of people who are not in the study population
How is the list maintained and updated
Are the same sample units included on the list more than once
Does the list contain other information that can be used to improve the survey
(Dillman 2000)
There are four traditional approaches for the determining sample size
1 Arbitrarily or judgmentally determined
2 Minimum cell size in analysis
3 Based on budget
There are two types of costs in sampling process fixed and variable Fixed costs are those
which are determined and constant Variable costs depend on the volume of study being
conducted The dashed line in the upper graph shows interrelation between costs and sample
design If costs are too high researcher reconsiders sample design or sample size
The last step is actual choice of sample There are two main criteria for this process
sample must be adequate and representative For the sample being representative means that it
reflects overall characteristics of the whole population Adequacy is sought in sufficient
amount of elements selected to provide stable results Also there are two types of sampling
designs probability and non-probability samples Non-probability sampling differs from
probability sampling on the basis that in non-probability sampling the sample elements do
not have a known nonzero chance of being selected for the sample In probability sampling
each element has a known and equal probability of selection This study incorporates
probability design because there are no any predisposed respondents (Smith Albaum 2005)
111 Editing Coding and Descriptive Analysis
―Completed questionnaires or other measurement instruments must be edited coded
entered into a data set for processing by computer and carefully analyzed before their
complete meanings and implications can be understood (Smith Albaum 2005)
24
The main reason for this process is converting data obtained into information which will
provide inferences and answers to research question A certain sequence is needed to perform
successful data analysis In short there should be definition of response categories at first
then editing and coding and at last tabulation All these three steps will be implemented in the
practical part
112 Research Errors
In any research errors will occur so management of errors must apply Errors can arise in
any stage of marketing process from problem formulation to report development It is a goal
of investigator to minimize those errors The value of total error is comprised of sampling
error plus non-sampling error Sampling error (usually called as random sampling error) is the
difference between planned sample and the list of interviewees it is formed Non-sampling
errors are those which are not related to the sample itself Usually non-sampling errors related
to sort of bias as the difference between the true value of that which is being measured and the
average value derived from a number of independent measurements of it There are eight
major types of errors
Population specification ndash difference between required population and population
chosen When researcher chooses inappropriate population for the data collection
Sampling difference between required sample and the one that has been selected
When sample does not represent the population selected by using probability sampling
method
Selection error usually occurs when researcher pick up respondents whom she knows
who is more pleasant in general who is easily reached This tendency deviates real
population selected
Frame error Sample frame is a set of representatives of population who relate to
required sample The frame error occurs when elements which are not in the sample
group are investigated
Nonresponse error occurs when all members of the sample cannot be reached or they
refuse to respond
Surrogate information error occurs when investigator is unable to obtain responses and
replace it with proxy answers leading to surrogate information
25
Measurement error occurs in several stages of research transmittal response analysis
In general researcher represents information that he wants rather the real one
Experimental error When investigator is measuring the influence of independent
variables on dependent one while controlling extraneous variables (Smith Albaum
2005)
2 PRACTICAL PART
21 Marketing Research Process Applied
For this study it has been identified that the problem of current situation in MU is its
inability to attract more international students
Problem Formulation Prospective students do not choose MU for degree obtainment
Research goal To identify ways on how to increase studentslsquo inflow into MU by means of
detecting general preferences of MU customers (prospective students and current students)
Research questions
Based on the study of 7P approach made by Jonathan Ivy one research question arises
1 On what element of marketing mix students relied more when choosing MU ―People
―Physical evidence or ―Processes
From another study made by Hsuan-Fu Ho and Chia-Chi Hung second research question
arises
2 Does the possibility of domestic market employability after graduation plays the key role
for choosing MU
26
Method of Inquiry
As been mentioned in the theoretical part the first step in method of inquiry is observation
and description of a phenomenon or a group of related phenomena This step is known for its
qualitative methods of applicability
Have been studying for almost two years in MU and communicating with dozens of
international students I found several aspects to consider for MU attractiveness improvement
Students who stay longer than a semester differ from those who came just for one semester
under Erasmus exchange program This research deals with the first category of students and
for them it is important to have more frequent university-student correspondence Keeping the
fact that education process in Masaryk university different and complicated in terms of
Information Technology (student information system is very confusing with no English
version of some pages) there should be prepared an orientation seminars on how to effectively
use all university premises and surrounding city facilities It can be easily done with the help
of International Students Club which has excellent image among such clubs in Europe There
is orientation week for students but from the students point of view is more prepared to make
things done (like ISIC card issue register to information system) rather than providing
students with tools on how to achieve what they need to This can easily be done by
information system additional applications of city university map student forums and
discussion groups The information system should be done in more client friendly way with
good English translation of the web pages
This work would not include any hypothesis because of the chosen research design ndash
explorative
Research Methodology
In this will be applied nonexperimental method because of objectivity purposes There is
high risk of mislead and misinterpretation to the respondent which will affect the survey
results
Question number 1 2 3 in the survey (can be found in appendix of this work) was
included for the reason to find additional information from prospective students who intend to
continue their study Question number 11 gives idea on the effective media channel that
students got information from Question number 12 and 13 will help to summarize general
student opinion on MU and find some deviations from the rest of the questions
27
Below are the questions in the survey which relate to research question number 1 ―On what
element of marketing mix students relied more when choosing MU ―People ―Physical
evidence or ―Processes
Question number 4 6 7 was adopted from literature source (Jonathan Ivy 2008) of
theoretical part This question identifies the level of ―Processes element of marketing mix
Question number 5 based on the same literature source was adopted to verify another element
of marketing mix ndash ―People Question 8 uncovers the level of third element ―Physical
evidence Question number 10 encompasses all three elements to double check the main
criteria that students choose or consider MU to study
Below are questions in the survey which relate to research question number 2 ―Does the
possibility of domestic market employability after graduation plays the key role for choosing
MU
Questions number 14 and 15 will help to identify the level of studentslsquo motivation to enter
MU for the reason of higher chance of employability after graduation These questions were
adopted from literature source provided by Hsuan-Fu Ho and Chia-Chi Hung
Question number 9 relates to both research questions because it covers the scale of
significant factors that might affect student to choose MU
Research Design
The study entitled ―Quantitative Marketing Research attempts to accumulate the sequence
of procedures to conduct successful marketing research It has been chosen to use quantitative
research for the reason that study aims to find out the answer of a research questions through
numerical evidence This method enables researcher to gather existing information and data
regarding interrelationship between low rate of students registration to MU The study will
help to answer on two research questions posed in this work
Selection of data collection techniques
The study incorporates two techniques of data collection secondary and primary
collection Secondary information reveals current situation of HE marketing worldwide and
primary information helps to find the match up for solution of MU problem and secondary
information findings
28
Sample design
Researcher uses probability sample design with quantity of respondents equal to 26
Data collection
For study purposes data will be collected by giving out questionnaires to current and
prospective students who study or intend to study in English in MU Hard copy questionnaires
will be collected after respondents finish answering them Total collected questionnaires
amount to 26
Research errors
Population Specification error is mastered by questioning potential respondent whether
shehe studies in English Sampling difference researcher will overcome by keeping the
highest level of variety of respondents (by country of origin) Selection error is out of the
matter because researcher is not introduced to the majority of students studying in English
Nonresponse error may occur for the further purposes of the research respondents would be
asked the reasons for rejecting to fill out questionnaire The same procedure is for the
surrogate information ndash if researcher will not be able to get answers from respondents they
will be asked about the reason of rejection
22 Analysis and interpretation of data
Secondary and Primary data is analyzed and interpreted in section 23 and 24 below
23 Secondary data
Marketing communication of universities
As has been mentioned previously in this work the best option to collect relevant primary
data is to rely first on secondary information and then delve down in certain aspects by
collecting primary information In this item it will be explained what has been done in
marketing communication of universities around the world This part will also cover the
question of what communication strategies and tools the international universities use to
attract their students
29
From the first finding to start universities all over the world practicing advertising
campaigns with such words as ―Internationally renowned Award winning Prestigious
Proud history Career oriented etc But not all the time these sparkling words are real truth
―Does it actually matter whether a university has ―tradition if its current practice is poor
Does it matter if a university is ―internationally renowned if the particular course that is
being considered is known to be badly operated by local standards Does it really matter if a
university has ―a proud history if the present isnlsquot very good (Dr DJ Toncich2008)
Australian professor Dr DJ Toncich in 2008 published a book ―Study and Learning in
the Australian University System where he clearly stated various forms of
Marketing in universities of Australia ―The most common example of universities selling the
sizzle rather than the sausage appears in areas such as science engineering and architecture
where potential students are bombarded with glamorous images of spacecraft sky-scraper
buildings nuclear reactors and so on There are different ways how universities attract their
students There is a table provided by Dr DJ Toncich which explains the ways on how to
promote different parts of university image
Table 2 ―Ways on how to promote elements of university image
30
A ―Tool is a part of company (university in this case) image which should be promoted
And ―Vehicle is the way part of the image can be promoted ―Some key points to note are
that the mass media outlets (newspaper television and radio) having the broadest audience
are generally reserved for ―big picture marketing including the universitylsquos brand and
confidencereinforcement strategies Self-evidently promoting to the broadest audience is the
most costly way of getting a message out so the message needs to be simple and clear The
more specialized the audience however the more detailed the information ndash for example
university course guides and handbooks have the most specific audience and subsequently
the highest level of information density In these vehicles there is generally less content
related to the big picture issues of confidence and brand (Dr DJ Toncich 2008)
Nguyen amp Le Blanc (2001) focused on the image and reputation of the institution and
referred to the crucial role these factors played in the development of market positioning ndash
they drew on the well established concepts and theories in business sector marketing for their
study Bonsardi amp Ekwulugo (2003) who claimed that ―a centrally important principle of
marketing is that all marketing activities should be geared towards the customer also relied
on the literature used in business sector marketing and applied it to the context of higher
education
Branding is important for university to stand out in the market In ―ConnectEd
Symposium for the marketing of Higher Education (Chicago November 2011) Rich Lyons
(Dean Haas School of Business University of California Berkley) argued that
―What passes for branding in higher education is often nothing more than a catchy slogan
and logo Branding projects in universities sometimes evoke hostility indifference or bothmdash
or raise the question of why a good school would need to be so concerned about its image that
it would resort to ―corporate measures But when branding reaches deep to magnify a
schoollsquos differentiation and its core essence the result can be a powerful boost on multiple
dimensionsmdashstudent recruitment alumni interest fund raising media interest and so on And
it can resonate with key audiences emotionally to align what the school does with their
passion to change the world Dean Rich Lyons has led the Haas School of Business at UC
Berkeley in branding the school based on codifying its distinctive culture driving that culture
through its business processes and reforming its curriculum to produce a particular type of
leadermdasha path-bending leader The process is lengthy difficult and risks are high Learn why
the rewards of an authentic brand are worth the effort
31
According to this speech strong brand is coming from the culture of interaction among
students and all university staff Mainly students and professors should clearly understand
what matters mostly attracted them in chosen university (values believes attitudes etc should
match up with student`s)
Another aspect for university marketing start up procedure is reposition communications
as a strategic function in a more proactive attitude This matter has been covered by Dr Mark
Putnam President Central College IA in his article ―Do you drive the agenda or go along for
the ride In this article author ―sought to change the view of the marketing and
communications team from customer service providers to strategists He set a good example
with presidential blog using it to elevate the level of discourse at Central Putnam has a track
record for this kind of change management As senior vice president at Northeastern
University (Boston) he worked with the communications team to educate the university about
the strategic role of marketing and branding He comes by this perspective naturally (Dr
Mark Putnam 2011)
To improve university technical tools in attracting students mobile marketing is a great
way ―Mobile marketing brings challenges and opportunities to higher education when scarce
resources limit the ability to add new technologies and techniques to communication plans
We examine the mobile marketing landscape in search of whats most relevant to higher
education today with special attention to student recruitment and brand strength Areas
covered include site design for best task completion writing right for mobile sites monitoring
web analytics and integrating with traditional and social media websites (Bob Johnson
2011)
Another technical tool is digital video clips ―Video in its many forms is becoming a
major factor in our collective lives (80 million hours of video loaded to YouTube every
minute for example) As digital storytelling it is also being used in a variety of ways to build
brand equity with internal and external audiences Outcomes will be a better awareness of the
current trends in using video as a brand building tool and a field guide for teaching others
within the organization to make powerful digital stories Im currently using the workshop at
the UW to train students who will study abroad to make and distribute good quality video
about their experiences (Harry Hayward 2011) In case of brand building using video
assistance viral marketing campaign might work And the last idea which will increase
university profit is web site analytics ―The website is not only a conduit for most of your
marketing efforts todaymdashitlsquos also an incredible tool for measurement and marketing analysis
32
With web analytics you can better quantify the impact of your marketing campaigns improve
the effectiveness of your website segment visitors for micro-marketing efforts and generate
valuable marketing intelligence (Bruce Snyder 2011)
Marketing is the process of customer identification (needs views preferences financial
possibility to buy certain product) This task will be done through primary information
analysis Another task in marketing is development of ―analytics-driven approach to help to
reach a targeted student through search engines mobile smartphones text messaging email
newsletters and social media (Higher Education Marketing Company) This company has a
straight and logic view on marketing process in university which provides a wide scope of
services Google Analytics Search Engine Optimization Pay Per Click Marketing Social
Media Marketing Google Maps amp Local Search Web Design amp Development Mobile
Marketing Short Message Service (SMS) Another very effective tool is SEO (search engine
optimization) which allows embedding into the company website option for the most
important (most likely needed) words phrases while creating company web pages This set of
words with high possibility that potential customer will dial up will give opportunity for the
company website to pop up in the top list of the search engine (Google chrome yahoo etc)
Under research problem ndash low enrollment of students the researcher should look for the
findings of other studies relevant to this study problem The questions to start with are ―What
factors in university marketing practices are missing to achieve constant enrollment growth
―Is there any interrelationship of those factors and university attractiveness growth
One of the studies has been conducted among students registered state subsidized
universities in South Africa The purpose of this paper was to present a new marketing mix
based on MBA studentslsquo attitudes and opinions towards the marketing initiatives of business
schools in South Africa The findings of this study revealed showed seven quite distinct
underlying factors in the marketing activities of these business schools some covering the
same elements of the traditional marketing mix people promotion and price There were
however four different elements programme prominence prospectus and premiums ―The
marketing mix is a set of controllable marketing tools that an institution uses to produce the
response it wants from its various target markets It consists of everything that the university
can do to influence the demand for the services that its offers Tangible products have
traditionally used a 4Ps model the services sector on the other hand uses a 7P approach in
order to satisfy the needs of the service providerlsquos customers product price place
promotion people physical facilities and processes The product is what is being sold It is
33
more than a simple set of tangible features it is a complex bundle of benefits that satisfy
customer needs The price element of the services marketing mix is dominated by what is
being charged for the degree or tuition fees that are required to enroll at the university Place
is the distribution method that the university adopts to provide the tuition to its market in a
manner that meets if not exceeds student expectations Promotion encompasses all the tools
that universities can use to provide the market with information on its offerings advertising
publicity public relations and sales promotional efforts (Jonathan Ivy 2008) This traditional
model encompasses tools which deal with tangible products In case of university it provides
intangible product which needs more tools for promotion Fifth tool is people who are
considered as a staff in university (academic administrative and support staff) To have a
prominent image university should have teaching staff reputations PhD holders Professorial
title holders Also administrative staff can also play an important role to attain prospective
students by simply providing professional phone call inquiry
The newest addition to the marketing mix is physical evidence and processes Physical
evidence is attributed to internal and external appearance of the entity (from teaching
materials to facade of the building and lecture rooms) ―Processes are all the administrative
and bureaucratic functions of the university from the handling of enquiries to registration
from course evaluation to examinations from result dissemination to graduation to name but
a few During the period that the student is registered processes need to be set in motion to
ensure that the student registers for the correct courses has marks or grades correctly
calculated and entered against the studentlsquos name and is ultimately awarded the correct
qualification While this might seem quite straight forward there are numerous other
processes that need to be implemented concurrently (with the finance system
accommodation time tabling and the library) to ensure the highest level of student
satisfaction The findings of this research suggest that the traditional 4- 5- and indeed 7P
marketing services marketing mix may not be the best way to approach the marketing of
MBA programs in South Africa Using principal components factor analysis on 25 commonly
used marketing tools indicates that four new distinctive and independent elements exist along
with three elements from the traditional marketing mix (Jonathan Ivy 2008) The most
important element from the marketing mix was ―program element (the range of electives in
the degree choice of majors) The second was ―prominence of the degree (academic staff
reputations position on league tables or MBA reviews in the popular press) The traditional
promotions element of the marketing mix was split into two areas standard mass media
34
advertising and hard copy promotional materials such as the university prospectus and direct
mail posted to prospective students called ―prospectus in the MBA marketing mix The
price element is dominated by flexible payment of tuition fees which means that students are
price sensitive and looking for payment flexibility The people element has had a small
modification with face-to-face teaching being included along with personal contact with
graduates and open day attendance The final element of the new marketing mix is called
premiums This is a diverse element of the mix which included accommodation the number
of modules in the degree student exchange programmes university computer facilities and
class sizes While this element was considered the least important of the marketing tools not
offering some of these items could seriously damage the recruitment prospects of a business
school Indeed some items would be considered a standard offering of a university and
expected by a student without further consideration or evaluation (Jonathan Ivy 2008)
So from this study researcher may answer on the posed questions before There is indeed
some other factors out of the standard marketing mix which in this case (higher education
marketing) play a key role In order to finally apply those factors into the practical
implementation researcher should check whether all of those factors remain important for
MU For this purpose primary data should be collected by creating questionnaire which
includes new marketing mix tools
Another study conducted in the realm of marketing communications in Taiwan includes
other findings The purpose of this study was to examine how a graduate institute at National
Chiayi University (NCYU) by using a model that integrates analytic hierarchy process
cluster analysis and correspondence analysis can develop effective marketing strategies
This research revealed that even though universities and colleges in Taiwan have
increasingly realized the importance of having sound marketing strategies to stay competitive
they have concentrated their marketing strategies on promotion ndash advertising tuition
reduction scholarships etc This trend has often obscured the fact that marketing should be
based on customer needs with better efforts made to fulfill these needs Although market
segmentation and positioning enable marketers and institutional planners in higher education
to understand customer needs and to visualize institutional advantages in relation to their
competitorslsquo positions these are relatively new endeavors in educational marketing in
Taiwan
The results display that the five most important factors for studentslsquo school selection
were employability curriculum academic reputation faculty and research environment
35
Students perceived NCYU to be strongly associated with lower tuition fewer entrance-exam
subjects lower entrance-exam pass rates and easier graduation requirements (Hsuan-Fu Ho
Chia-Chi Hung 2008)
In order to verify whether such criteria are also indisputable preconditions for choosing
MU as a potential tertiary institution they should be included into the study questionnaire
As we can see that in secondary information there are many ways on how to improve
university standing and how to reach a customer But this information does not give us the
picture of Masaryk University customer why she chose MU what were the preferences to
choose it where she first time got to know about it and etc That is why for this part ndash to get
the picture of MU customer from primary data collection and then apply appropriate tools that
have been mentioned before would be a good combination for a successful marketing
campaign
24 Primary data
For the purpose of this study ndash increase MU attractiveness primary data has been
collected Researcher developed questionnaire which consists of 15 questions and randomly
gave out to international students The main goal of this questionnaire is to answer two
research questions set by researcher
1 On what element of marketing mix students relied more when choosing MU ―People
―Physical evidence or ―Processes
2 Does the possibility of domestic market employability after graduation plays the key role
for choosing MU
These two research questions will help to get a clue on how specifically to improve
attractiveness of MU
Data is analyzed by using excel Microsoft office application with support of various graphs
and tables It has been calculated that majority of respondents are current students in MU
which gives more in depth data describing university attractiveness
36
Graph 1 ―Identification of students` status
It is 62 of respondents stated that they are currently study in MU This will bring more in
depth data from the survey
Specializations have wider split up with two major elements Informatics and Medicine
amount to 32 and 27 accordingly Unfortunately there are no any students from sport
faculty As it has been mentioned respondents were chosen randomly so it can be obvious
that there is big amount of students studying or intend to study medicine and informatics
Graph 2 ―Identification variability of specializations
37
Country of origin table shows that students from Slovakia have majority Probably
because of country and national closeness to Czech Republic The second biggest majority is
students from United Kindom after them students from Russia and Hungary
Graph 3 ―Country of origin split up
Question number 4 relates to first research question (On what element of marketing mix
students relied more when choosing MU ―People ―Physical evidence or ―Processes)
which specifies the level of ―Process element in MU In general the level of handling phone
callemail is acceptable with 14 respondents answered as completely sufficient or completely
sufficient with additional information This shows that majority of students are satisfied with
first impression of contacting MU
38
Chart 3 ―Level of handling callemail inquiry
Question number 5 explains another element in first research question which is ―People It
is evident that for majority of students academic experience is the most important to know
about professors professionalism But it is also a big quantity of those who did not analyze
any information Five students responded that work experience in business sphere is a key
criteria to choose MU
Chart 4 ―Criteria for identifying professionalism of university teaching staff
The ―Process element is evaluated in question number six which explains the level of
administrative and bureaucratic functions in MU on the matter of convenience and usage
Number of courses
teachers offer
Quantity of
publication of
teachers
Work experience
in business sphere Academic
Experience Professional
title in
business
I didn`t analyze
any information
about academic
staff in MU
39
Chart 5 ―Convenience
On the chart it is shown that students rate these functions as convenient with only several
students who perceive it as rather inconvenient On the ―Usage chart it has also positive
trend representing that MU administrative and bureaucratic process is highly useful
Chart 6 ―Usage
Question number seven explains third element ―Physical evidence In graph below it is
obvious that majority of students do not check this element while choosing MU
40
Graph 4 ―Identification of processes element
69 replied negatively and 31 positively which means that this factor does not play a
key role in selecting university Majority of students rate MU facilities as comfortable It is
shown in the table below that eleven students rate facilities as good
Chart 7 ―Identification of physical evidence element
Question number nine encompasses several criteria which were taken from two elements of
marketing mix ―People and ―Physical evidence and some were not from this marketing
mix like ―ability to get employment in home country ―worldwide acceptable diploma
These two factors were taken from the second research question ―Does the possibility of
41
domestic market employability after graduation plays the key role for choosing MU Results
showed that students highly value ―ability to get employment in home country (16
respondents gave highest score) Also highly rated MU diploma as worldwide acceptable (15
respondents gave the highest score) Also for respondents it is important (with lower grading
score ndash ―4) ―Strong academic staff and ―Excellent laboratory facilities
Chart 8 ―MU criteria
Question number 10 includes set of common services that university provides to students
This question helps to understand what services MU provides sufficiently to students Results
showed that sufficient services that MU provides are almost all which have been mentioned in
the options list Only ―Small class sizes do not meet big majority expectations
a Ability to get
employment in home
country
b Strong
academic staff
d Library
facilities
c Excellent
laboratory
facilities
e Worldwide
acceptable diploma
42
Chart 9 ―MU services
Interesting results gave to the researcher questions number 11 which shows that mostly
students got to know about MU from internet search engines and from relativeslsquo advice
Graph 5 ―Media channel of MU
Question number 12 and 13 give overall satisfaction level with MU Question number 12
has been adopted from theoretical part which asks whether student is ready to enter university
again if heshe would have the same opportunity Question number 13 is double-checking this
statement Results are showing that majority of respondents would enter MU again and they
are satisfied with overall MU educational service
Reasonable
accommodation
Exchange
programs
Number of
modules
Small class
sizes
Internship
possibility
Research
environment Faculty
43
Graph 6 ―Choosing MU
Graph 7 ―General satisfaction of MU
Although researcher might observe big quantity of students who are relactant to answer
Graph derived from question 12 shows that half of respondents do not have such a strong
feeling to reenter MU The same situation is in general satisfaction of MU where 38
remained neutral
The last two questions deal with second research question And here results are varied
Graph 8 derived from question 14 depicts that MU degree is not that helpful for getting the
job back in home country Only 23 answered that degree surely will help to get a high paid
44
position 38 replied as ―probably yes 35 answered as ―not sure and 4 answered
―probably not So around 61 of respondents feel positive about successful employment
back home the rest are not that confident
Graph 8 ―Employability element
Graph 9 ―Employability element second question
If respondents replied positively on 14th
question then they were asked to state the reason
for this As it can be seen above high standard European education is playing a key role for
successful employment Also the rest of options have high scores too
45
RESEARCH REPORT
In the purpose of survey it was essential to understand which of three elements in
marketing mix (―People ―Processes and ―Physical evidence) students rely more and
therefore less while choosing MU According to study made in South Africa by Jonathan Ivy
there are seven elements in marketing mix which all equally important for improving
company attractiveness in service business Researcher of this study picked three out of
seven because they more closely respond to actual service oriented company The rest four
elements (product price promotion place) were existing before as traditional marketing mix
for all types of businesses So the element ―Processes uncovers with questions number 4 and
6 From the graphs it is obvious that students are satisfied with this marketing mix This gives
university strong point in attracting students Call email handling Information system
functionality and other bureaucratic functions work sufficiently well 22 students rated
callemail handling as positive Usage and convenience of different MU functional processes
are also positively appreciated with 13 students for convenience and 15 for usefulness From
this data it can be clearly stated that students do rely on effective functions of MU
Element ―People is identified in questions 5 9 and 10 Question 5 gives information that
students do not mainly rely on ―People element while choosing MU 9 students did not
analyze any information about professionalism of university teaching staff Meanwhile the
main factor on what students pay attention is academic experience of teachers But answers
for the questions 9 and 10 gives a tendency that students do rate criteria ―Professionalism of
teachers high but actually they give lower score for this actual criteria in question number
10 In question number 5 students chose different aspects of professionalism of teachers as a
criteria to enter MU Total score for professionalism aspects is 4+4+5+10+4=27 Also in
question number 9 criteria ―strong academic staff accumulates 17 points (it is taken only 4
and 5 levels of importance) But in question number 10 only students give only ten points for
―faculty as a sufficient service provided by MU It can be assumed that students had higher
expectation before entering into university that they have got
Element ―Physical evidence is seen as not important for respondents Graph for question
number 7 shows that 69 of students did not check elements of ―Physical evidence Also
majority of students rate university facilities as ―Good with opportunity to select ―Excellent
46
status (in question number 8) On the other hand students rate university accommodation and
research environment as high enough (question number 10) It can be concluded that during
the process of choosing university students do not rely heavily on ―Physical evidence But
they did get reasonable service in ―Physical evidence while studying in MU
Second research question states ―Does the possibility of domestic market employability
after graduation plays the key role for choosing MU After analysis of relevant graphs and
tables it became clear that this factor (possibility to get employed) is very important for
students So question number 9 gets the highest score (16) for criteria in choosing MU ndash
―ability to get employment in home country and also high score for ―worldwide acceptable
diploma Even though students rate possibility to get employed as the highest criteria to
enter MU 39 of students are not sure or don not think they will obtain high paid job back
home Here is the point to work for MU administration Students rely on high standard
European education and English language education as a key criterion for being confident in
getting well paid job (question number 15)
The data analysis process constitutes the following
1 MU has convenient and useful bureaucratic functions which are considered as a strong
point in delivering knowledge without obstacles It is difficult to identify the level of
―processes in organization but some points can be highlighted in promotion materials It can
be description of functionality of Information System or description of easy courses
registration
2 Element ―People has deviation in what is expected and what is delivered Students
have a bit higher expectations on the level of teaching staff experience and competence It is
recommended to do a deeper research on the reasons for this deviation But for now it can be
decided to arrange seminars or trainings for teacher to improve their marketing knowledge
and explain commercial tendency in market of high education
3 University ―Physical evidence is has strong rate of sufficiency The only problem that
students do not feel need to pay attention on this element Here MU administration should put
accent on Including pictures of libraries with free Wi-fi canteens computer labs which have
good and pleasant conditions
4 The most important criteria for students to choose MU is high possibility to get
employed at home But this perspective lacks consistency because there is significant amount
of students who remain uncertain in the future employability This gap can be solved by
successful decision making of three elements above ―People ―Processes and ―Physical
47
evidence But it is recommended to conduct further survey questioning the reasons of
students` uncertainty in future employability Maybe the reason is not related to some weak
points in marketing mix but the problem in home countries itself (political instability
nepotism etc)
To sum up the general situation in four factors mentioned above ―processes should be
promoted to international students as a smooth tool in obtaining degree ―people should go
through training on how to deliver lecture in contemporary commercial world of high
education market ―physical evidence should be mentioned in promotion of MU ―student
employability will be interrelated with ―people plus MU has to install closer relationship
with international companies (internships provision seminars with company representatives
professional lectures from leading companies etc)
Secondary information has also a great help in increasing university attractiveness
Viral marketing can be applied to MU because question number 11 shows that internet search
engine is a key tool how students found about MU There is a video of experience Brno life
among Erasmus Students which can be remade as a good promotion video of student life on
campus For Masaryk University very effective tool will be Google Analytics giving a wide
scope of techniques on how to track differentiate and analyze visitors ―Google Analytics is
the enterprise-class web analytics solution that gives rich insights into the website traffic and
marketing effectiveness Powerful flexible and easy-to-use features now give opportunity to
see and analyze your traffic data in an entirely new way With Google Analytics it is easier to
write better-targeted ads strengthen marketing initiatives and create higher converting
websites (Google Analytics website)
In general MU marketing politics should involve techniques mentioned by Jarvis J in his
book ―What Would Google Do Companies must learn that they are better off when they
cede control to their customers Give us control we will use it and you will win
Also it is important to read blogs There are search engines for blogs like Technorati
Icerocket Google Bloglines Pub-sub where MU marketing officials can search for MU
discussion groups or some topics
MU officials should constantly maintain ―conversation with current students It is a good
idea to start communication with those bloggers who care enough to talk about MU products
and service and brand The least MU officials can do is engage them and join the
conversation Even further step can be done Ask consumers what they think MU
48
administration should do MU will end up with better products and do a better job selling
them to more satisfied customers who can even help each other if MU officials let them
Next it will be effective to start university blog where students openly and forthrightly
share the problems and the solutions as they occur There is no reason why a university dean
should not open a direct conversation with the public That will do more to change the
culturemdashto finally make it customer-focused and mean itmdashthan a dozen consultants a
hundred off- sites or a million ad impressions
During of development process of some programs or anything in university it is better to
involve students in this process also
The last but not the least is links on the website of MU There are three links on the ESF
faculty One of them is ―Review of economic perspectives ―call for papers and Citi Bank
banner There should be more links to Headhunters conferences industry associations
current job opportunities etc This gives website alive image and helpful time spending
49
CONCLUSION
This study has been conducted in favor of future Masaryk University prosperity in the
current commercial world Researcher had a strong motivation to give helpful secondary and
primary information which will foster university educational process in the frames of
contemporary world
Of course any research comes up with further recommendations to analyze questionable
matters in results obtained Researcher believes that this work is just another step to constant
need of self-improvement
Researcher advices to put more accent on IT support to promote university image and
therefore increate its attractiveness (Harry Hayward 2011) mentioned that 80 million hours
of video loaded to YouTube every minute So there is high potential for promotion Viral
video of MU will hit several aspects of university improvement brand product suite
differentiation lifestyle according to Dr DJToncich Apart of that it is recommended to
build system of values believes and attitudes among students and university staff and
promote this in the future According to Dr Mark Putman it is essential nowadays to educate
university staff about strategic role of marketing and branding Website analytics would be
useful for measurement and marketing analysis Search optimization engine is another tool on
how to maintain university webpage in the top 10 results in Google chrome or other web
search engines On YouTube there is option to post advertisement of a company only in the
videos which are related to the sphere of products or services company offer So MU might
sign a contract of including its advertisement on videos which has key words as ―education
―high ―in English etc
According to primary data obtained it is obvious that several aspects in MU marketing
mix do not match high criteria among students Once one factor ―People would be solved
through trainings and constant updating knowledge of personnel another interrelated problem
will be offset ndash ―Employability But there is no any research done on interdependence of
these two factors so for further analysis of situation another research should be taken The
main purpose of this research would be identification of cause and effect linkages between
50
―People ―Employability and other factors which influence studentslsquo ability to get high paid
job back home And there are a lot of those factors starting from political situation in the
country to the level of corruption and nepotism
MU has potential to improve its educational process as we do the students because we are
the main customers for our university But one thing should not be forgotten and it is
companies which have strong notion about reality in one or another specialization That is
why my last advice for Masaryk University is to appeal as a liaison entity between students
and companies
51
REFERENCES
Barabba Vincent P Zaltman Gerald 1991 ―Hearing the Voice of the Market Competitive
Advantage Through Creative Use of Market Information Chapter 5
Conway Tony Stephen Mackay David Yorke (1994) Strategic Planning in Higher
Education Who Are the Customers International Journal of Educational Management
Vol 8 Iss 6 pp29 ndash 36
Cooper Donald R Schindler Pamela S 2003 ―Business research methods 8th ed
Dillman Don A 2000 ―Mail and Internet Surveys The Tailored Design Method 2nd
Edition New York
Dekeba Alemayehu 2003 ―Basic of Marketing Research Methods
URL httpwwwglobuszcomebooksMarketingResearchindexhtm
Hemsley-Brown JV and Oplatka I2006 Universities in a competitive global marketplace
a systematic review of the literature on higher education marketinglsquo International Journal
of Public Sector Management Vol 19 No 4 pp 316-338
Harry Hayward ―The power of digital storytelling 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Hair Joseph F - Bush Robert P - Ortinau David J ―Marketing research within a changing
information environment 3rd ed2006
Hsuan-Fu Ho Chia-Chi Hung Marketing mix formulation for higher education An
integrated analysis employing analytic hierarchy process cluster analysis and
correspondence analysis International Journal of Educational Management Vol 2 Iss
4 2008
Jarowski Ajay K Kohli and Arvind Sahay 2000 ―Market ndash Driven Versus Driving
Markets Journal of the Academy of Marketing Science 45-54
Johnson Bob ―Mobile marketing in higher education getting ready for 1012 and beyond
2011
URLhttpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Jarvis J ―What Would Google Do Adobe Acrobat eBook Reader 2008
52
Jonathan Ivy A new higher education marketing mix the 7Ps for MBA marketing
International Journal of Educational Management Vol 22 Iss 4 2008
Kotler Philip Fox Karen FA 1985 Strategic Marketing for Educational Institutions
Mora Michaela ―What Is Statistical Significance 2011
URL httprelevantinsightscomtagsample-size
Nha Nguyen Gaston LeBlanc 2001 Image and Reputation of Higher Education Institutions
in Studentslsquo Retention Decisions International Journal of Educational Management
Vol 15 Iss 6
URL httpwwwemeraldinsightcomjournalshtmarticleid=838798amp
Oppenheim ldquoQuestionnaire Design Interviewing and Attitude Measurementrdquo 1992
Oud Jacqueline 2004 ―Market research versus marketing research
Pimpa Nattavud 2003 ―Internationalization and trade in higher education opportunities and
challenges
Putnam Mark ―Do you drive the agenda or go along for the ride 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Rakhee Vyas Anne L Souchon 2003 Symbolic Use of Export Information A
Multidisciplinary Approach to Conceptual Development and Key Consequences
International Marketing Review Vol 20 Iss 1 pp67 ndash 94
URL httpwwwemeraldinsightcomjournalshtmarticleid=855530
Rich Lyons ―Authentic branding how creating a school brand with culture and curriculum
just might help save us 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Robert S Michael ―Inquiry amp Scientific Method 2002
URL httpwwwindianaedu~educy520sec5982week_1inquiry_sci_method02pdf
Rodriguez G ―5 Questions to Help You Understand Your Customer 2004
URL httpwwwpowerhomebizcomvol146customerhtm
Sekaran Uma Bougie Johan Roger Gisbert2009 ―Research Methods for Business a Skill
Building Approach 5th ed
Singleton Royce A Jr and Bruce C Straits 1999 Approaches to Social Research (3rd
Edition) New York Oxford University Press
Smith Scott M Albaum Gerald S 2005 ―Fundamentals of Marketing Research
Snyder Bruce ―Maximizing the power of web analytics 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Toncich ―Study and Learning in the Australian University System
53
URL httpwwwdoctorteenetfilesunibook04_ppdf
WEBSITES
Experiment-Resourcescom ―Comparing Quantitative and Qualitative Research 2009
URL wwwexperiment-resourcescomquantitative-and-qualitative-researchhtml
Higher Education Marketing Company Canada
URL httpwwwhigher-education-marketingcomcontact
Google Analytics website
URL httpwwwgooglecomintlenanalytics
54
Appendix A Questionnaire
Dear respondent this questionnaire is created in terms of Master`s degree diploma thesis The main goal of
this survey is to improve Masaryk University attractiveness by deriving the reasons for choosing Masaryk
University in obtaining a degree The answers will be kept as confidential and would not be used in any
other purposes other than for this research If you would have any questions regarding the results of this
survey please contact me
Ilya Shaiderov (380502mailmunicz)
Thank you for your cooperation
1 Are you a current or prospective student ____________________
2 What specialization you are obtaining or intend to obtain in MU ____________________
3 Please specify your country of origin ____________________
4 Please rate the level of handling your first phone callemail inquiry by MU staff (only if it is
applicable to your case)
1 2 3 4 5
5 While considering MU as an option to study what criteria did (do) you analyze to check
professionalism of university teaching staff (you may choose several options)
a Number of courses teachers offer
b Quantity of publication of teachers
c Work experience in business sphere
d Academic Experience
e Professional title in business
f I didn`t analyze any information about academic staff in MU
No response
Insufficient response
Sufficient enough
Completely sufficient with additional information
Completely sufficient
55
6 (Only for current students) Could you characterize the process of courses registration usage of IS
system and other administrative and bureaucratic functions of university (please choose one in each
scale)
Convenience
1 2 3 4 5
Usage
1 2 3 4 5
7 (For both current and prospective students) While choosing MU did (do) you check quantity of
books in university library accessibility of electronic databases new editions of study materials
overall quality of library
Yes
No
8 (Only for current students) Please rate MU facilities (buildings classrooms computer labs etc) on
the matter of ―comfortability
1 2 3 4 5
Excellent Good Sufficient Not enough Bad
Completely Convenient
Rather Convenient
Convenient Rather Inconvenient
Completely Inconvenient
Completely Useful
Rather Useful
Useful Rather Useless
Completely Useless
56
9 (For both current and prospective students) How do you rate the following factors as criteria for
choosing MU (1- least important 5 ndash most important)
a Ability to get employment in home country
b Strong academic staff
c Excellent laboratory facilities
d Library facilities
e Worldwide acceptable diploma
10 Please choose (mark ―V) services that MU sufficiently provides to you as a student (in case you
are prospective student - should be provided)
___ Reasonable accommodation (covered by student)
___ The number of modules in the degree and big variety of elective courses
___ Student exchange programs
___ Research environment (sufficient up to date study materials computer labs laboratories etc)
___ Small class sizes
___ Internship possibility
___ Faculty (profound selection of PhD and profession specialists)
1 2
T
y
p
e
a
q
u
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e
f
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o
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o
1 2
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q
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3
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a
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o
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o
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m
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n
t
o
r
4
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a
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o
m
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e
d
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m
e
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t
5
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1 2
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3
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r
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m
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1 2
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r
o
m
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h
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d
o
c
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m
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n
3
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a
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r
o
m
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d
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c
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m
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4
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a
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r
o
m
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m
5
[
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
57
11 From what source you first found out about Masaryk University
a Website search engine
b Advice of friends parents etc
c TV
d Newspaper please specify____________
e Journals please specify____________
f Billboards
g Website banners please specify website_______________
h Other source__________________________
12 (Only for current students) If you had do it over again would you still choose MU If not please
specify why
a Yes
b Not sure
c Probably would
d Probably would not (please specify why)
__________________________________________________________________________________
__________________________________________________________________________________
________________________________________________________________
13 (Only for current students) Please describe your level of general satisfaction with university
a Not satisfied at all
b Neutral
c Satisfied
d Very satisfied
58
14 (For both current and prospective students) Do you think MU degree will help you to get above
average salary in your home country
a No b Probably not c Not sure d Probably yes c Yes
15 If you think that MU degree helps to get well paid job in your home country what might be
reasons for that (more than one reason can be selected)
a High standard European education d Possibility to pass internship in Europe
b Degree specialization choice e Other_________________________
c Education in English language
23
There is also set of questions to ask during generation of sampling list
Does the list contain everyone in the survey population
Does the list include names of people who are not in the study population
How is the list maintained and updated
Are the same sample units included on the list more than once
Does the list contain other information that can be used to improve the survey
(Dillman 2000)
There are four traditional approaches for the determining sample size
1 Arbitrarily or judgmentally determined
2 Minimum cell size in analysis
3 Based on budget
There are two types of costs in sampling process fixed and variable Fixed costs are those
which are determined and constant Variable costs depend on the volume of study being
conducted The dashed line in the upper graph shows interrelation between costs and sample
design If costs are too high researcher reconsiders sample design or sample size
The last step is actual choice of sample There are two main criteria for this process
sample must be adequate and representative For the sample being representative means that it
reflects overall characteristics of the whole population Adequacy is sought in sufficient
amount of elements selected to provide stable results Also there are two types of sampling
designs probability and non-probability samples Non-probability sampling differs from
probability sampling on the basis that in non-probability sampling the sample elements do
not have a known nonzero chance of being selected for the sample In probability sampling
each element has a known and equal probability of selection This study incorporates
probability design because there are no any predisposed respondents (Smith Albaum 2005)
111 Editing Coding and Descriptive Analysis
―Completed questionnaires or other measurement instruments must be edited coded
entered into a data set for processing by computer and carefully analyzed before their
complete meanings and implications can be understood (Smith Albaum 2005)
24
The main reason for this process is converting data obtained into information which will
provide inferences and answers to research question A certain sequence is needed to perform
successful data analysis In short there should be definition of response categories at first
then editing and coding and at last tabulation All these three steps will be implemented in the
practical part
112 Research Errors
In any research errors will occur so management of errors must apply Errors can arise in
any stage of marketing process from problem formulation to report development It is a goal
of investigator to minimize those errors The value of total error is comprised of sampling
error plus non-sampling error Sampling error (usually called as random sampling error) is the
difference between planned sample and the list of interviewees it is formed Non-sampling
errors are those which are not related to the sample itself Usually non-sampling errors related
to sort of bias as the difference between the true value of that which is being measured and the
average value derived from a number of independent measurements of it There are eight
major types of errors
Population specification ndash difference between required population and population
chosen When researcher chooses inappropriate population for the data collection
Sampling difference between required sample and the one that has been selected
When sample does not represent the population selected by using probability sampling
method
Selection error usually occurs when researcher pick up respondents whom she knows
who is more pleasant in general who is easily reached This tendency deviates real
population selected
Frame error Sample frame is a set of representatives of population who relate to
required sample The frame error occurs when elements which are not in the sample
group are investigated
Nonresponse error occurs when all members of the sample cannot be reached or they
refuse to respond
Surrogate information error occurs when investigator is unable to obtain responses and
replace it with proxy answers leading to surrogate information
25
Measurement error occurs in several stages of research transmittal response analysis
In general researcher represents information that he wants rather the real one
Experimental error When investigator is measuring the influence of independent
variables on dependent one while controlling extraneous variables (Smith Albaum
2005)
2 PRACTICAL PART
21 Marketing Research Process Applied
For this study it has been identified that the problem of current situation in MU is its
inability to attract more international students
Problem Formulation Prospective students do not choose MU for degree obtainment
Research goal To identify ways on how to increase studentslsquo inflow into MU by means of
detecting general preferences of MU customers (prospective students and current students)
Research questions
Based on the study of 7P approach made by Jonathan Ivy one research question arises
1 On what element of marketing mix students relied more when choosing MU ―People
―Physical evidence or ―Processes
From another study made by Hsuan-Fu Ho and Chia-Chi Hung second research question
arises
2 Does the possibility of domestic market employability after graduation plays the key role
for choosing MU
26
Method of Inquiry
As been mentioned in the theoretical part the first step in method of inquiry is observation
and description of a phenomenon or a group of related phenomena This step is known for its
qualitative methods of applicability
Have been studying for almost two years in MU and communicating with dozens of
international students I found several aspects to consider for MU attractiveness improvement
Students who stay longer than a semester differ from those who came just for one semester
under Erasmus exchange program This research deals with the first category of students and
for them it is important to have more frequent university-student correspondence Keeping the
fact that education process in Masaryk university different and complicated in terms of
Information Technology (student information system is very confusing with no English
version of some pages) there should be prepared an orientation seminars on how to effectively
use all university premises and surrounding city facilities It can be easily done with the help
of International Students Club which has excellent image among such clubs in Europe There
is orientation week for students but from the students point of view is more prepared to make
things done (like ISIC card issue register to information system) rather than providing
students with tools on how to achieve what they need to This can easily be done by
information system additional applications of city university map student forums and
discussion groups The information system should be done in more client friendly way with
good English translation of the web pages
This work would not include any hypothesis because of the chosen research design ndash
explorative
Research Methodology
In this will be applied nonexperimental method because of objectivity purposes There is
high risk of mislead and misinterpretation to the respondent which will affect the survey
results
Question number 1 2 3 in the survey (can be found in appendix of this work) was
included for the reason to find additional information from prospective students who intend to
continue their study Question number 11 gives idea on the effective media channel that
students got information from Question number 12 and 13 will help to summarize general
student opinion on MU and find some deviations from the rest of the questions
27
Below are the questions in the survey which relate to research question number 1 ―On what
element of marketing mix students relied more when choosing MU ―People ―Physical
evidence or ―Processes
Question number 4 6 7 was adopted from literature source (Jonathan Ivy 2008) of
theoretical part This question identifies the level of ―Processes element of marketing mix
Question number 5 based on the same literature source was adopted to verify another element
of marketing mix ndash ―People Question 8 uncovers the level of third element ―Physical
evidence Question number 10 encompasses all three elements to double check the main
criteria that students choose or consider MU to study
Below are questions in the survey which relate to research question number 2 ―Does the
possibility of domestic market employability after graduation plays the key role for choosing
MU
Questions number 14 and 15 will help to identify the level of studentslsquo motivation to enter
MU for the reason of higher chance of employability after graduation These questions were
adopted from literature source provided by Hsuan-Fu Ho and Chia-Chi Hung
Question number 9 relates to both research questions because it covers the scale of
significant factors that might affect student to choose MU
Research Design
The study entitled ―Quantitative Marketing Research attempts to accumulate the sequence
of procedures to conduct successful marketing research It has been chosen to use quantitative
research for the reason that study aims to find out the answer of a research questions through
numerical evidence This method enables researcher to gather existing information and data
regarding interrelationship between low rate of students registration to MU The study will
help to answer on two research questions posed in this work
Selection of data collection techniques
The study incorporates two techniques of data collection secondary and primary
collection Secondary information reveals current situation of HE marketing worldwide and
primary information helps to find the match up for solution of MU problem and secondary
information findings
28
Sample design
Researcher uses probability sample design with quantity of respondents equal to 26
Data collection
For study purposes data will be collected by giving out questionnaires to current and
prospective students who study or intend to study in English in MU Hard copy questionnaires
will be collected after respondents finish answering them Total collected questionnaires
amount to 26
Research errors
Population Specification error is mastered by questioning potential respondent whether
shehe studies in English Sampling difference researcher will overcome by keeping the
highest level of variety of respondents (by country of origin) Selection error is out of the
matter because researcher is not introduced to the majority of students studying in English
Nonresponse error may occur for the further purposes of the research respondents would be
asked the reasons for rejecting to fill out questionnaire The same procedure is for the
surrogate information ndash if researcher will not be able to get answers from respondents they
will be asked about the reason of rejection
22 Analysis and interpretation of data
Secondary and Primary data is analyzed and interpreted in section 23 and 24 below
23 Secondary data
Marketing communication of universities
As has been mentioned previously in this work the best option to collect relevant primary
data is to rely first on secondary information and then delve down in certain aspects by
collecting primary information In this item it will be explained what has been done in
marketing communication of universities around the world This part will also cover the
question of what communication strategies and tools the international universities use to
attract their students
29
From the first finding to start universities all over the world practicing advertising
campaigns with such words as ―Internationally renowned Award winning Prestigious
Proud history Career oriented etc But not all the time these sparkling words are real truth
―Does it actually matter whether a university has ―tradition if its current practice is poor
Does it matter if a university is ―internationally renowned if the particular course that is
being considered is known to be badly operated by local standards Does it really matter if a
university has ―a proud history if the present isnlsquot very good (Dr DJ Toncich2008)
Australian professor Dr DJ Toncich in 2008 published a book ―Study and Learning in
the Australian University System where he clearly stated various forms of
Marketing in universities of Australia ―The most common example of universities selling the
sizzle rather than the sausage appears in areas such as science engineering and architecture
where potential students are bombarded with glamorous images of spacecraft sky-scraper
buildings nuclear reactors and so on There are different ways how universities attract their
students There is a table provided by Dr DJ Toncich which explains the ways on how to
promote different parts of university image
Table 2 ―Ways on how to promote elements of university image
30
A ―Tool is a part of company (university in this case) image which should be promoted
And ―Vehicle is the way part of the image can be promoted ―Some key points to note are
that the mass media outlets (newspaper television and radio) having the broadest audience
are generally reserved for ―big picture marketing including the universitylsquos brand and
confidencereinforcement strategies Self-evidently promoting to the broadest audience is the
most costly way of getting a message out so the message needs to be simple and clear The
more specialized the audience however the more detailed the information ndash for example
university course guides and handbooks have the most specific audience and subsequently
the highest level of information density In these vehicles there is generally less content
related to the big picture issues of confidence and brand (Dr DJ Toncich 2008)
Nguyen amp Le Blanc (2001) focused on the image and reputation of the institution and
referred to the crucial role these factors played in the development of market positioning ndash
they drew on the well established concepts and theories in business sector marketing for their
study Bonsardi amp Ekwulugo (2003) who claimed that ―a centrally important principle of
marketing is that all marketing activities should be geared towards the customer also relied
on the literature used in business sector marketing and applied it to the context of higher
education
Branding is important for university to stand out in the market In ―ConnectEd
Symposium for the marketing of Higher Education (Chicago November 2011) Rich Lyons
(Dean Haas School of Business University of California Berkley) argued that
―What passes for branding in higher education is often nothing more than a catchy slogan
and logo Branding projects in universities sometimes evoke hostility indifference or bothmdash
or raise the question of why a good school would need to be so concerned about its image that
it would resort to ―corporate measures But when branding reaches deep to magnify a
schoollsquos differentiation and its core essence the result can be a powerful boost on multiple
dimensionsmdashstudent recruitment alumni interest fund raising media interest and so on And
it can resonate with key audiences emotionally to align what the school does with their
passion to change the world Dean Rich Lyons has led the Haas School of Business at UC
Berkeley in branding the school based on codifying its distinctive culture driving that culture
through its business processes and reforming its curriculum to produce a particular type of
leadermdasha path-bending leader The process is lengthy difficult and risks are high Learn why
the rewards of an authentic brand are worth the effort
31
According to this speech strong brand is coming from the culture of interaction among
students and all university staff Mainly students and professors should clearly understand
what matters mostly attracted them in chosen university (values believes attitudes etc should
match up with student`s)
Another aspect for university marketing start up procedure is reposition communications
as a strategic function in a more proactive attitude This matter has been covered by Dr Mark
Putnam President Central College IA in his article ―Do you drive the agenda or go along for
the ride In this article author ―sought to change the view of the marketing and
communications team from customer service providers to strategists He set a good example
with presidential blog using it to elevate the level of discourse at Central Putnam has a track
record for this kind of change management As senior vice president at Northeastern
University (Boston) he worked with the communications team to educate the university about
the strategic role of marketing and branding He comes by this perspective naturally (Dr
Mark Putnam 2011)
To improve university technical tools in attracting students mobile marketing is a great
way ―Mobile marketing brings challenges and opportunities to higher education when scarce
resources limit the ability to add new technologies and techniques to communication plans
We examine the mobile marketing landscape in search of whats most relevant to higher
education today with special attention to student recruitment and brand strength Areas
covered include site design for best task completion writing right for mobile sites monitoring
web analytics and integrating with traditional and social media websites (Bob Johnson
2011)
Another technical tool is digital video clips ―Video in its many forms is becoming a
major factor in our collective lives (80 million hours of video loaded to YouTube every
minute for example) As digital storytelling it is also being used in a variety of ways to build
brand equity with internal and external audiences Outcomes will be a better awareness of the
current trends in using video as a brand building tool and a field guide for teaching others
within the organization to make powerful digital stories Im currently using the workshop at
the UW to train students who will study abroad to make and distribute good quality video
about their experiences (Harry Hayward 2011) In case of brand building using video
assistance viral marketing campaign might work And the last idea which will increase
university profit is web site analytics ―The website is not only a conduit for most of your
marketing efforts todaymdashitlsquos also an incredible tool for measurement and marketing analysis
32
With web analytics you can better quantify the impact of your marketing campaigns improve
the effectiveness of your website segment visitors for micro-marketing efforts and generate
valuable marketing intelligence (Bruce Snyder 2011)
Marketing is the process of customer identification (needs views preferences financial
possibility to buy certain product) This task will be done through primary information
analysis Another task in marketing is development of ―analytics-driven approach to help to
reach a targeted student through search engines mobile smartphones text messaging email
newsletters and social media (Higher Education Marketing Company) This company has a
straight and logic view on marketing process in university which provides a wide scope of
services Google Analytics Search Engine Optimization Pay Per Click Marketing Social
Media Marketing Google Maps amp Local Search Web Design amp Development Mobile
Marketing Short Message Service (SMS) Another very effective tool is SEO (search engine
optimization) which allows embedding into the company website option for the most
important (most likely needed) words phrases while creating company web pages This set of
words with high possibility that potential customer will dial up will give opportunity for the
company website to pop up in the top list of the search engine (Google chrome yahoo etc)
Under research problem ndash low enrollment of students the researcher should look for the
findings of other studies relevant to this study problem The questions to start with are ―What
factors in university marketing practices are missing to achieve constant enrollment growth
―Is there any interrelationship of those factors and university attractiveness growth
One of the studies has been conducted among students registered state subsidized
universities in South Africa The purpose of this paper was to present a new marketing mix
based on MBA studentslsquo attitudes and opinions towards the marketing initiatives of business
schools in South Africa The findings of this study revealed showed seven quite distinct
underlying factors in the marketing activities of these business schools some covering the
same elements of the traditional marketing mix people promotion and price There were
however four different elements programme prominence prospectus and premiums ―The
marketing mix is a set of controllable marketing tools that an institution uses to produce the
response it wants from its various target markets It consists of everything that the university
can do to influence the demand for the services that its offers Tangible products have
traditionally used a 4Ps model the services sector on the other hand uses a 7P approach in
order to satisfy the needs of the service providerlsquos customers product price place
promotion people physical facilities and processes The product is what is being sold It is
33
more than a simple set of tangible features it is a complex bundle of benefits that satisfy
customer needs The price element of the services marketing mix is dominated by what is
being charged for the degree or tuition fees that are required to enroll at the university Place
is the distribution method that the university adopts to provide the tuition to its market in a
manner that meets if not exceeds student expectations Promotion encompasses all the tools
that universities can use to provide the market with information on its offerings advertising
publicity public relations and sales promotional efforts (Jonathan Ivy 2008) This traditional
model encompasses tools which deal with tangible products In case of university it provides
intangible product which needs more tools for promotion Fifth tool is people who are
considered as a staff in university (academic administrative and support staff) To have a
prominent image university should have teaching staff reputations PhD holders Professorial
title holders Also administrative staff can also play an important role to attain prospective
students by simply providing professional phone call inquiry
The newest addition to the marketing mix is physical evidence and processes Physical
evidence is attributed to internal and external appearance of the entity (from teaching
materials to facade of the building and lecture rooms) ―Processes are all the administrative
and bureaucratic functions of the university from the handling of enquiries to registration
from course evaluation to examinations from result dissemination to graduation to name but
a few During the period that the student is registered processes need to be set in motion to
ensure that the student registers for the correct courses has marks or grades correctly
calculated and entered against the studentlsquos name and is ultimately awarded the correct
qualification While this might seem quite straight forward there are numerous other
processes that need to be implemented concurrently (with the finance system
accommodation time tabling and the library) to ensure the highest level of student
satisfaction The findings of this research suggest that the traditional 4- 5- and indeed 7P
marketing services marketing mix may not be the best way to approach the marketing of
MBA programs in South Africa Using principal components factor analysis on 25 commonly
used marketing tools indicates that four new distinctive and independent elements exist along
with three elements from the traditional marketing mix (Jonathan Ivy 2008) The most
important element from the marketing mix was ―program element (the range of electives in
the degree choice of majors) The second was ―prominence of the degree (academic staff
reputations position on league tables or MBA reviews in the popular press) The traditional
promotions element of the marketing mix was split into two areas standard mass media
34
advertising and hard copy promotional materials such as the university prospectus and direct
mail posted to prospective students called ―prospectus in the MBA marketing mix The
price element is dominated by flexible payment of tuition fees which means that students are
price sensitive and looking for payment flexibility The people element has had a small
modification with face-to-face teaching being included along with personal contact with
graduates and open day attendance The final element of the new marketing mix is called
premiums This is a diverse element of the mix which included accommodation the number
of modules in the degree student exchange programmes university computer facilities and
class sizes While this element was considered the least important of the marketing tools not
offering some of these items could seriously damage the recruitment prospects of a business
school Indeed some items would be considered a standard offering of a university and
expected by a student without further consideration or evaluation (Jonathan Ivy 2008)
So from this study researcher may answer on the posed questions before There is indeed
some other factors out of the standard marketing mix which in this case (higher education
marketing) play a key role In order to finally apply those factors into the practical
implementation researcher should check whether all of those factors remain important for
MU For this purpose primary data should be collected by creating questionnaire which
includes new marketing mix tools
Another study conducted in the realm of marketing communications in Taiwan includes
other findings The purpose of this study was to examine how a graduate institute at National
Chiayi University (NCYU) by using a model that integrates analytic hierarchy process
cluster analysis and correspondence analysis can develop effective marketing strategies
This research revealed that even though universities and colleges in Taiwan have
increasingly realized the importance of having sound marketing strategies to stay competitive
they have concentrated their marketing strategies on promotion ndash advertising tuition
reduction scholarships etc This trend has often obscured the fact that marketing should be
based on customer needs with better efforts made to fulfill these needs Although market
segmentation and positioning enable marketers and institutional planners in higher education
to understand customer needs and to visualize institutional advantages in relation to their
competitorslsquo positions these are relatively new endeavors in educational marketing in
Taiwan
The results display that the five most important factors for studentslsquo school selection
were employability curriculum academic reputation faculty and research environment
35
Students perceived NCYU to be strongly associated with lower tuition fewer entrance-exam
subjects lower entrance-exam pass rates and easier graduation requirements (Hsuan-Fu Ho
Chia-Chi Hung 2008)
In order to verify whether such criteria are also indisputable preconditions for choosing
MU as a potential tertiary institution they should be included into the study questionnaire
As we can see that in secondary information there are many ways on how to improve
university standing and how to reach a customer But this information does not give us the
picture of Masaryk University customer why she chose MU what were the preferences to
choose it where she first time got to know about it and etc That is why for this part ndash to get
the picture of MU customer from primary data collection and then apply appropriate tools that
have been mentioned before would be a good combination for a successful marketing
campaign
24 Primary data
For the purpose of this study ndash increase MU attractiveness primary data has been
collected Researcher developed questionnaire which consists of 15 questions and randomly
gave out to international students The main goal of this questionnaire is to answer two
research questions set by researcher
1 On what element of marketing mix students relied more when choosing MU ―People
―Physical evidence or ―Processes
2 Does the possibility of domestic market employability after graduation plays the key role
for choosing MU
These two research questions will help to get a clue on how specifically to improve
attractiveness of MU
Data is analyzed by using excel Microsoft office application with support of various graphs
and tables It has been calculated that majority of respondents are current students in MU
which gives more in depth data describing university attractiveness
36
Graph 1 ―Identification of students` status
It is 62 of respondents stated that they are currently study in MU This will bring more in
depth data from the survey
Specializations have wider split up with two major elements Informatics and Medicine
amount to 32 and 27 accordingly Unfortunately there are no any students from sport
faculty As it has been mentioned respondents were chosen randomly so it can be obvious
that there is big amount of students studying or intend to study medicine and informatics
Graph 2 ―Identification variability of specializations
37
Country of origin table shows that students from Slovakia have majority Probably
because of country and national closeness to Czech Republic The second biggest majority is
students from United Kindom after them students from Russia and Hungary
Graph 3 ―Country of origin split up
Question number 4 relates to first research question (On what element of marketing mix
students relied more when choosing MU ―People ―Physical evidence or ―Processes)
which specifies the level of ―Process element in MU In general the level of handling phone
callemail is acceptable with 14 respondents answered as completely sufficient or completely
sufficient with additional information This shows that majority of students are satisfied with
first impression of contacting MU
38
Chart 3 ―Level of handling callemail inquiry
Question number 5 explains another element in first research question which is ―People It
is evident that for majority of students academic experience is the most important to know
about professors professionalism But it is also a big quantity of those who did not analyze
any information Five students responded that work experience in business sphere is a key
criteria to choose MU
Chart 4 ―Criteria for identifying professionalism of university teaching staff
The ―Process element is evaluated in question number six which explains the level of
administrative and bureaucratic functions in MU on the matter of convenience and usage
Number of courses
teachers offer
Quantity of
publication of
teachers
Work experience
in business sphere Academic
Experience Professional
title in
business
I didn`t analyze
any information
about academic
staff in MU
39
Chart 5 ―Convenience
On the chart it is shown that students rate these functions as convenient with only several
students who perceive it as rather inconvenient On the ―Usage chart it has also positive
trend representing that MU administrative and bureaucratic process is highly useful
Chart 6 ―Usage
Question number seven explains third element ―Physical evidence In graph below it is
obvious that majority of students do not check this element while choosing MU
40
Graph 4 ―Identification of processes element
69 replied negatively and 31 positively which means that this factor does not play a
key role in selecting university Majority of students rate MU facilities as comfortable It is
shown in the table below that eleven students rate facilities as good
Chart 7 ―Identification of physical evidence element
Question number nine encompasses several criteria which were taken from two elements of
marketing mix ―People and ―Physical evidence and some were not from this marketing
mix like ―ability to get employment in home country ―worldwide acceptable diploma
These two factors were taken from the second research question ―Does the possibility of
41
domestic market employability after graduation plays the key role for choosing MU Results
showed that students highly value ―ability to get employment in home country (16
respondents gave highest score) Also highly rated MU diploma as worldwide acceptable (15
respondents gave the highest score) Also for respondents it is important (with lower grading
score ndash ―4) ―Strong academic staff and ―Excellent laboratory facilities
Chart 8 ―MU criteria
Question number 10 includes set of common services that university provides to students
This question helps to understand what services MU provides sufficiently to students Results
showed that sufficient services that MU provides are almost all which have been mentioned in
the options list Only ―Small class sizes do not meet big majority expectations
a Ability to get
employment in home
country
b Strong
academic staff
d Library
facilities
c Excellent
laboratory
facilities
e Worldwide
acceptable diploma
42
Chart 9 ―MU services
Interesting results gave to the researcher questions number 11 which shows that mostly
students got to know about MU from internet search engines and from relativeslsquo advice
Graph 5 ―Media channel of MU
Question number 12 and 13 give overall satisfaction level with MU Question number 12
has been adopted from theoretical part which asks whether student is ready to enter university
again if heshe would have the same opportunity Question number 13 is double-checking this
statement Results are showing that majority of respondents would enter MU again and they
are satisfied with overall MU educational service
Reasonable
accommodation
Exchange
programs
Number of
modules
Small class
sizes
Internship
possibility
Research
environment Faculty
43
Graph 6 ―Choosing MU
Graph 7 ―General satisfaction of MU
Although researcher might observe big quantity of students who are relactant to answer
Graph derived from question 12 shows that half of respondents do not have such a strong
feeling to reenter MU The same situation is in general satisfaction of MU where 38
remained neutral
The last two questions deal with second research question And here results are varied
Graph 8 derived from question 14 depicts that MU degree is not that helpful for getting the
job back in home country Only 23 answered that degree surely will help to get a high paid
44
position 38 replied as ―probably yes 35 answered as ―not sure and 4 answered
―probably not So around 61 of respondents feel positive about successful employment
back home the rest are not that confident
Graph 8 ―Employability element
Graph 9 ―Employability element second question
If respondents replied positively on 14th
question then they were asked to state the reason
for this As it can be seen above high standard European education is playing a key role for
successful employment Also the rest of options have high scores too
45
RESEARCH REPORT
In the purpose of survey it was essential to understand which of three elements in
marketing mix (―People ―Processes and ―Physical evidence) students rely more and
therefore less while choosing MU According to study made in South Africa by Jonathan Ivy
there are seven elements in marketing mix which all equally important for improving
company attractiveness in service business Researcher of this study picked three out of
seven because they more closely respond to actual service oriented company The rest four
elements (product price promotion place) were existing before as traditional marketing mix
for all types of businesses So the element ―Processes uncovers with questions number 4 and
6 From the graphs it is obvious that students are satisfied with this marketing mix This gives
university strong point in attracting students Call email handling Information system
functionality and other bureaucratic functions work sufficiently well 22 students rated
callemail handling as positive Usage and convenience of different MU functional processes
are also positively appreciated with 13 students for convenience and 15 for usefulness From
this data it can be clearly stated that students do rely on effective functions of MU
Element ―People is identified in questions 5 9 and 10 Question 5 gives information that
students do not mainly rely on ―People element while choosing MU 9 students did not
analyze any information about professionalism of university teaching staff Meanwhile the
main factor on what students pay attention is academic experience of teachers But answers
for the questions 9 and 10 gives a tendency that students do rate criteria ―Professionalism of
teachers high but actually they give lower score for this actual criteria in question number
10 In question number 5 students chose different aspects of professionalism of teachers as a
criteria to enter MU Total score for professionalism aspects is 4+4+5+10+4=27 Also in
question number 9 criteria ―strong academic staff accumulates 17 points (it is taken only 4
and 5 levels of importance) But in question number 10 only students give only ten points for
―faculty as a sufficient service provided by MU It can be assumed that students had higher
expectation before entering into university that they have got
Element ―Physical evidence is seen as not important for respondents Graph for question
number 7 shows that 69 of students did not check elements of ―Physical evidence Also
majority of students rate university facilities as ―Good with opportunity to select ―Excellent
46
status (in question number 8) On the other hand students rate university accommodation and
research environment as high enough (question number 10) It can be concluded that during
the process of choosing university students do not rely heavily on ―Physical evidence But
they did get reasonable service in ―Physical evidence while studying in MU
Second research question states ―Does the possibility of domestic market employability
after graduation plays the key role for choosing MU After analysis of relevant graphs and
tables it became clear that this factor (possibility to get employed) is very important for
students So question number 9 gets the highest score (16) for criteria in choosing MU ndash
―ability to get employment in home country and also high score for ―worldwide acceptable
diploma Even though students rate possibility to get employed as the highest criteria to
enter MU 39 of students are not sure or don not think they will obtain high paid job back
home Here is the point to work for MU administration Students rely on high standard
European education and English language education as a key criterion for being confident in
getting well paid job (question number 15)
The data analysis process constitutes the following
1 MU has convenient and useful bureaucratic functions which are considered as a strong
point in delivering knowledge without obstacles It is difficult to identify the level of
―processes in organization but some points can be highlighted in promotion materials It can
be description of functionality of Information System or description of easy courses
registration
2 Element ―People has deviation in what is expected and what is delivered Students
have a bit higher expectations on the level of teaching staff experience and competence It is
recommended to do a deeper research on the reasons for this deviation But for now it can be
decided to arrange seminars or trainings for teacher to improve their marketing knowledge
and explain commercial tendency in market of high education
3 University ―Physical evidence is has strong rate of sufficiency The only problem that
students do not feel need to pay attention on this element Here MU administration should put
accent on Including pictures of libraries with free Wi-fi canteens computer labs which have
good and pleasant conditions
4 The most important criteria for students to choose MU is high possibility to get
employed at home But this perspective lacks consistency because there is significant amount
of students who remain uncertain in the future employability This gap can be solved by
successful decision making of three elements above ―People ―Processes and ―Physical
47
evidence But it is recommended to conduct further survey questioning the reasons of
students` uncertainty in future employability Maybe the reason is not related to some weak
points in marketing mix but the problem in home countries itself (political instability
nepotism etc)
To sum up the general situation in four factors mentioned above ―processes should be
promoted to international students as a smooth tool in obtaining degree ―people should go
through training on how to deliver lecture in contemporary commercial world of high
education market ―physical evidence should be mentioned in promotion of MU ―student
employability will be interrelated with ―people plus MU has to install closer relationship
with international companies (internships provision seminars with company representatives
professional lectures from leading companies etc)
Secondary information has also a great help in increasing university attractiveness
Viral marketing can be applied to MU because question number 11 shows that internet search
engine is a key tool how students found about MU There is a video of experience Brno life
among Erasmus Students which can be remade as a good promotion video of student life on
campus For Masaryk University very effective tool will be Google Analytics giving a wide
scope of techniques on how to track differentiate and analyze visitors ―Google Analytics is
the enterprise-class web analytics solution that gives rich insights into the website traffic and
marketing effectiveness Powerful flexible and easy-to-use features now give opportunity to
see and analyze your traffic data in an entirely new way With Google Analytics it is easier to
write better-targeted ads strengthen marketing initiatives and create higher converting
websites (Google Analytics website)
In general MU marketing politics should involve techniques mentioned by Jarvis J in his
book ―What Would Google Do Companies must learn that they are better off when they
cede control to their customers Give us control we will use it and you will win
Also it is important to read blogs There are search engines for blogs like Technorati
Icerocket Google Bloglines Pub-sub where MU marketing officials can search for MU
discussion groups or some topics
MU officials should constantly maintain ―conversation with current students It is a good
idea to start communication with those bloggers who care enough to talk about MU products
and service and brand The least MU officials can do is engage them and join the
conversation Even further step can be done Ask consumers what they think MU
48
administration should do MU will end up with better products and do a better job selling
them to more satisfied customers who can even help each other if MU officials let them
Next it will be effective to start university blog where students openly and forthrightly
share the problems and the solutions as they occur There is no reason why a university dean
should not open a direct conversation with the public That will do more to change the
culturemdashto finally make it customer-focused and mean itmdashthan a dozen consultants a
hundred off- sites or a million ad impressions
During of development process of some programs or anything in university it is better to
involve students in this process also
The last but not the least is links on the website of MU There are three links on the ESF
faculty One of them is ―Review of economic perspectives ―call for papers and Citi Bank
banner There should be more links to Headhunters conferences industry associations
current job opportunities etc This gives website alive image and helpful time spending
49
CONCLUSION
This study has been conducted in favor of future Masaryk University prosperity in the
current commercial world Researcher had a strong motivation to give helpful secondary and
primary information which will foster university educational process in the frames of
contemporary world
Of course any research comes up with further recommendations to analyze questionable
matters in results obtained Researcher believes that this work is just another step to constant
need of self-improvement
Researcher advices to put more accent on IT support to promote university image and
therefore increate its attractiveness (Harry Hayward 2011) mentioned that 80 million hours
of video loaded to YouTube every minute So there is high potential for promotion Viral
video of MU will hit several aspects of university improvement brand product suite
differentiation lifestyle according to Dr DJToncich Apart of that it is recommended to
build system of values believes and attitudes among students and university staff and
promote this in the future According to Dr Mark Putman it is essential nowadays to educate
university staff about strategic role of marketing and branding Website analytics would be
useful for measurement and marketing analysis Search optimization engine is another tool on
how to maintain university webpage in the top 10 results in Google chrome or other web
search engines On YouTube there is option to post advertisement of a company only in the
videos which are related to the sphere of products or services company offer So MU might
sign a contract of including its advertisement on videos which has key words as ―education
―high ―in English etc
According to primary data obtained it is obvious that several aspects in MU marketing
mix do not match high criteria among students Once one factor ―People would be solved
through trainings and constant updating knowledge of personnel another interrelated problem
will be offset ndash ―Employability But there is no any research done on interdependence of
these two factors so for further analysis of situation another research should be taken The
main purpose of this research would be identification of cause and effect linkages between
50
―People ―Employability and other factors which influence studentslsquo ability to get high paid
job back home And there are a lot of those factors starting from political situation in the
country to the level of corruption and nepotism
MU has potential to improve its educational process as we do the students because we are
the main customers for our university But one thing should not be forgotten and it is
companies which have strong notion about reality in one or another specialization That is
why my last advice for Masaryk University is to appeal as a liaison entity between students
and companies
51
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Barabba Vincent P Zaltman Gerald 1991 ―Hearing the Voice of the Market Competitive
Advantage Through Creative Use of Market Information Chapter 5
Conway Tony Stephen Mackay David Yorke (1994) Strategic Planning in Higher
Education Who Are the Customers International Journal of Educational Management
Vol 8 Iss 6 pp29 ndash 36
Cooper Donald R Schindler Pamela S 2003 ―Business research methods 8th ed
Dillman Don A 2000 ―Mail and Internet Surveys The Tailored Design Method 2nd
Edition New York
Dekeba Alemayehu 2003 ―Basic of Marketing Research Methods
URL httpwwwglobuszcomebooksMarketingResearchindexhtm
Hemsley-Brown JV and Oplatka I2006 Universities in a competitive global marketplace
a systematic review of the literature on higher education marketinglsquo International Journal
of Public Sector Management Vol 19 No 4 pp 316-338
Harry Hayward ―The power of digital storytelling 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Hair Joseph F - Bush Robert P - Ortinau David J ―Marketing research within a changing
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Hsuan-Fu Ho Chia-Chi Hung Marketing mix formulation for higher education An
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4 2008
Jarowski Ajay K Kohli and Arvind Sahay 2000 ―Market ndash Driven Versus Driving
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Johnson Bob ―Mobile marketing in higher education getting ready for 1012 and beyond
2011
URLhttpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Jarvis J ―What Would Google Do Adobe Acrobat eBook Reader 2008
52
Jonathan Ivy A new higher education marketing mix the 7Ps for MBA marketing
International Journal of Educational Management Vol 22 Iss 4 2008
Kotler Philip Fox Karen FA 1985 Strategic Marketing for Educational Institutions
Mora Michaela ―What Is Statistical Significance 2011
URL httprelevantinsightscomtagsample-size
Nha Nguyen Gaston LeBlanc 2001 Image and Reputation of Higher Education Institutions
in Studentslsquo Retention Decisions International Journal of Educational Management
Vol 15 Iss 6
URL httpwwwemeraldinsightcomjournalshtmarticleid=838798amp
Oppenheim ldquoQuestionnaire Design Interviewing and Attitude Measurementrdquo 1992
Oud Jacqueline 2004 ―Market research versus marketing research
Pimpa Nattavud 2003 ―Internationalization and trade in higher education opportunities and
challenges
Putnam Mark ―Do you drive the agenda or go along for the ride 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Rakhee Vyas Anne L Souchon 2003 Symbolic Use of Export Information A
Multidisciplinary Approach to Conceptual Development and Key Consequences
International Marketing Review Vol 20 Iss 1 pp67 ndash 94
URL httpwwwemeraldinsightcomjournalshtmarticleid=855530
Rich Lyons ―Authentic branding how creating a school brand with culture and curriculum
just might help save us 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Robert S Michael ―Inquiry amp Scientific Method 2002
URL httpwwwindianaedu~educy520sec5982week_1inquiry_sci_method02pdf
Rodriguez G ―5 Questions to Help You Understand Your Customer 2004
URL httpwwwpowerhomebizcomvol146customerhtm
Sekaran Uma Bougie Johan Roger Gisbert2009 ―Research Methods for Business a Skill
Building Approach 5th ed
Singleton Royce A Jr and Bruce C Straits 1999 Approaches to Social Research (3rd
Edition) New York Oxford University Press
Smith Scott M Albaum Gerald S 2005 ―Fundamentals of Marketing Research
Snyder Bruce ―Maximizing the power of web analytics 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Toncich ―Study and Learning in the Australian University System
53
URL httpwwwdoctorteenetfilesunibook04_ppdf
WEBSITES
Experiment-Resourcescom ―Comparing Quantitative and Qualitative Research 2009
URL wwwexperiment-resourcescomquantitative-and-qualitative-researchhtml
Higher Education Marketing Company Canada
URL httpwwwhigher-education-marketingcomcontact
Google Analytics website
URL httpwwwgooglecomintlenanalytics
54
Appendix A Questionnaire
Dear respondent this questionnaire is created in terms of Master`s degree diploma thesis The main goal of
this survey is to improve Masaryk University attractiveness by deriving the reasons for choosing Masaryk
University in obtaining a degree The answers will be kept as confidential and would not be used in any
other purposes other than for this research If you would have any questions regarding the results of this
survey please contact me
Ilya Shaiderov (380502mailmunicz)
Thank you for your cooperation
1 Are you a current or prospective student ____________________
2 What specialization you are obtaining or intend to obtain in MU ____________________
3 Please specify your country of origin ____________________
4 Please rate the level of handling your first phone callemail inquiry by MU staff (only if it is
applicable to your case)
1 2 3 4 5
5 While considering MU as an option to study what criteria did (do) you analyze to check
professionalism of university teaching staff (you may choose several options)
a Number of courses teachers offer
b Quantity of publication of teachers
c Work experience in business sphere
d Academic Experience
e Professional title in business
f I didn`t analyze any information about academic staff in MU
No response
Insufficient response
Sufficient enough
Completely sufficient with additional information
Completely sufficient
55
6 (Only for current students) Could you characterize the process of courses registration usage of IS
system and other administrative and bureaucratic functions of university (please choose one in each
scale)
Convenience
1 2 3 4 5
Usage
1 2 3 4 5
7 (For both current and prospective students) While choosing MU did (do) you check quantity of
books in university library accessibility of electronic databases new editions of study materials
overall quality of library
Yes
No
8 (Only for current students) Please rate MU facilities (buildings classrooms computer labs etc) on
the matter of ―comfortability
1 2 3 4 5
Excellent Good Sufficient Not enough Bad
Completely Convenient
Rather Convenient
Convenient Rather Inconvenient
Completely Inconvenient
Completely Useful
Rather Useful
Useful Rather Useless
Completely Useless
56
9 (For both current and prospective students) How do you rate the following factors as criteria for
choosing MU (1- least important 5 ndash most important)
a Ability to get employment in home country
b Strong academic staff
c Excellent laboratory facilities
d Library facilities
e Worldwide acceptable diploma
10 Please choose (mark ―V) services that MU sufficiently provides to you as a student (in case you
are prospective student - should be provided)
___ Reasonable accommodation (covered by student)
___ The number of modules in the degree and big variety of elective courses
___ Student exchange programs
___ Research environment (sufficient up to date study materials computer labs laboratories etc)
___ Small class sizes
___ Internship possibility
___ Faculty (profound selection of PhD and profession specialists)
1 2
T
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u
m
57
11 From what source you first found out about Masaryk University
a Website search engine
b Advice of friends parents etc
c TV
d Newspaper please specify____________
e Journals please specify____________
f Billboards
g Website banners please specify website_______________
h Other source__________________________
12 (Only for current students) If you had do it over again would you still choose MU If not please
specify why
a Yes
b Not sure
c Probably would
d Probably would not (please specify why)
__________________________________________________________________________________
__________________________________________________________________________________
________________________________________________________________
13 (Only for current students) Please describe your level of general satisfaction with university
a Not satisfied at all
b Neutral
c Satisfied
d Very satisfied
58
14 (For both current and prospective students) Do you think MU degree will help you to get above
average salary in your home country
a No b Probably not c Not sure d Probably yes c Yes
15 If you think that MU degree helps to get well paid job in your home country what might be
reasons for that (more than one reason can be selected)
a High standard European education d Possibility to pass internship in Europe
b Degree specialization choice e Other_________________________
c Education in English language
24
The main reason for this process is converting data obtained into information which will
provide inferences and answers to research question A certain sequence is needed to perform
successful data analysis In short there should be definition of response categories at first
then editing and coding and at last tabulation All these three steps will be implemented in the
practical part
112 Research Errors
In any research errors will occur so management of errors must apply Errors can arise in
any stage of marketing process from problem formulation to report development It is a goal
of investigator to minimize those errors The value of total error is comprised of sampling
error plus non-sampling error Sampling error (usually called as random sampling error) is the
difference between planned sample and the list of interviewees it is formed Non-sampling
errors are those which are not related to the sample itself Usually non-sampling errors related
to sort of bias as the difference between the true value of that which is being measured and the
average value derived from a number of independent measurements of it There are eight
major types of errors
Population specification ndash difference between required population and population
chosen When researcher chooses inappropriate population for the data collection
Sampling difference between required sample and the one that has been selected
When sample does not represent the population selected by using probability sampling
method
Selection error usually occurs when researcher pick up respondents whom she knows
who is more pleasant in general who is easily reached This tendency deviates real
population selected
Frame error Sample frame is a set of representatives of population who relate to
required sample The frame error occurs when elements which are not in the sample
group are investigated
Nonresponse error occurs when all members of the sample cannot be reached or they
refuse to respond
Surrogate information error occurs when investigator is unable to obtain responses and
replace it with proxy answers leading to surrogate information
25
Measurement error occurs in several stages of research transmittal response analysis
In general researcher represents information that he wants rather the real one
Experimental error When investigator is measuring the influence of independent
variables on dependent one while controlling extraneous variables (Smith Albaum
2005)
2 PRACTICAL PART
21 Marketing Research Process Applied
For this study it has been identified that the problem of current situation in MU is its
inability to attract more international students
Problem Formulation Prospective students do not choose MU for degree obtainment
Research goal To identify ways on how to increase studentslsquo inflow into MU by means of
detecting general preferences of MU customers (prospective students and current students)
Research questions
Based on the study of 7P approach made by Jonathan Ivy one research question arises
1 On what element of marketing mix students relied more when choosing MU ―People
―Physical evidence or ―Processes
From another study made by Hsuan-Fu Ho and Chia-Chi Hung second research question
arises
2 Does the possibility of domestic market employability after graduation plays the key role
for choosing MU
26
Method of Inquiry
As been mentioned in the theoretical part the first step in method of inquiry is observation
and description of a phenomenon or a group of related phenomena This step is known for its
qualitative methods of applicability
Have been studying for almost two years in MU and communicating with dozens of
international students I found several aspects to consider for MU attractiveness improvement
Students who stay longer than a semester differ from those who came just for one semester
under Erasmus exchange program This research deals with the first category of students and
for them it is important to have more frequent university-student correspondence Keeping the
fact that education process in Masaryk university different and complicated in terms of
Information Technology (student information system is very confusing with no English
version of some pages) there should be prepared an orientation seminars on how to effectively
use all university premises and surrounding city facilities It can be easily done with the help
of International Students Club which has excellent image among such clubs in Europe There
is orientation week for students but from the students point of view is more prepared to make
things done (like ISIC card issue register to information system) rather than providing
students with tools on how to achieve what they need to This can easily be done by
information system additional applications of city university map student forums and
discussion groups The information system should be done in more client friendly way with
good English translation of the web pages
This work would not include any hypothesis because of the chosen research design ndash
explorative
Research Methodology
In this will be applied nonexperimental method because of objectivity purposes There is
high risk of mislead and misinterpretation to the respondent which will affect the survey
results
Question number 1 2 3 in the survey (can be found in appendix of this work) was
included for the reason to find additional information from prospective students who intend to
continue their study Question number 11 gives idea on the effective media channel that
students got information from Question number 12 and 13 will help to summarize general
student opinion on MU and find some deviations from the rest of the questions
27
Below are the questions in the survey which relate to research question number 1 ―On what
element of marketing mix students relied more when choosing MU ―People ―Physical
evidence or ―Processes
Question number 4 6 7 was adopted from literature source (Jonathan Ivy 2008) of
theoretical part This question identifies the level of ―Processes element of marketing mix
Question number 5 based on the same literature source was adopted to verify another element
of marketing mix ndash ―People Question 8 uncovers the level of third element ―Physical
evidence Question number 10 encompasses all three elements to double check the main
criteria that students choose or consider MU to study
Below are questions in the survey which relate to research question number 2 ―Does the
possibility of domestic market employability after graduation plays the key role for choosing
MU
Questions number 14 and 15 will help to identify the level of studentslsquo motivation to enter
MU for the reason of higher chance of employability after graduation These questions were
adopted from literature source provided by Hsuan-Fu Ho and Chia-Chi Hung
Question number 9 relates to both research questions because it covers the scale of
significant factors that might affect student to choose MU
Research Design
The study entitled ―Quantitative Marketing Research attempts to accumulate the sequence
of procedures to conduct successful marketing research It has been chosen to use quantitative
research for the reason that study aims to find out the answer of a research questions through
numerical evidence This method enables researcher to gather existing information and data
regarding interrelationship between low rate of students registration to MU The study will
help to answer on two research questions posed in this work
Selection of data collection techniques
The study incorporates two techniques of data collection secondary and primary
collection Secondary information reveals current situation of HE marketing worldwide and
primary information helps to find the match up for solution of MU problem and secondary
information findings
28
Sample design
Researcher uses probability sample design with quantity of respondents equal to 26
Data collection
For study purposes data will be collected by giving out questionnaires to current and
prospective students who study or intend to study in English in MU Hard copy questionnaires
will be collected after respondents finish answering them Total collected questionnaires
amount to 26
Research errors
Population Specification error is mastered by questioning potential respondent whether
shehe studies in English Sampling difference researcher will overcome by keeping the
highest level of variety of respondents (by country of origin) Selection error is out of the
matter because researcher is not introduced to the majority of students studying in English
Nonresponse error may occur for the further purposes of the research respondents would be
asked the reasons for rejecting to fill out questionnaire The same procedure is for the
surrogate information ndash if researcher will not be able to get answers from respondents they
will be asked about the reason of rejection
22 Analysis and interpretation of data
Secondary and Primary data is analyzed and interpreted in section 23 and 24 below
23 Secondary data
Marketing communication of universities
As has been mentioned previously in this work the best option to collect relevant primary
data is to rely first on secondary information and then delve down in certain aspects by
collecting primary information In this item it will be explained what has been done in
marketing communication of universities around the world This part will also cover the
question of what communication strategies and tools the international universities use to
attract their students
29
From the first finding to start universities all over the world practicing advertising
campaigns with such words as ―Internationally renowned Award winning Prestigious
Proud history Career oriented etc But not all the time these sparkling words are real truth
―Does it actually matter whether a university has ―tradition if its current practice is poor
Does it matter if a university is ―internationally renowned if the particular course that is
being considered is known to be badly operated by local standards Does it really matter if a
university has ―a proud history if the present isnlsquot very good (Dr DJ Toncich2008)
Australian professor Dr DJ Toncich in 2008 published a book ―Study and Learning in
the Australian University System where he clearly stated various forms of
Marketing in universities of Australia ―The most common example of universities selling the
sizzle rather than the sausage appears in areas such as science engineering and architecture
where potential students are bombarded with glamorous images of spacecraft sky-scraper
buildings nuclear reactors and so on There are different ways how universities attract their
students There is a table provided by Dr DJ Toncich which explains the ways on how to
promote different parts of university image
Table 2 ―Ways on how to promote elements of university image
30
A ―Tool is a part of company (university in this case) image which should be promoted
And ―Vehicle is the way part of the image can be promoted ―Some key points to note are
that the mass media outlets (newspaper television and radio) having the broadest audience
are generally reserved for ―big picture marketing including the universitylsquos brand and
confidencereinforcement strategies Self-evidently promoting to the broadest audience is the
most costly way of getting a message out so the message needs to be simple and clear The
more specialized the audience however the more detailed the information ndash for example
university course guides and handbooks have the most specific audience and subsequently
the highest level of information density In these vehicles there is generally less content
related to the big picture issues of confidence and brand (Dr DJ Toncich 2008)
Nguyen amp Le Blanc (2001) focused on the image and reputation of the institution and
referred to the crucial role these factors played in the development of market positioning ndash
they drew on the well established concepts and theories in business sector marketing for their
study Bonsardi amp Ekwulugo (2003) who claimed that ―a centrally important principle of
marketing is that all marketing activities should be geared towards the customer also relied
on the literature used in business sector marketing and applied it to the context of higher
education
Branding is important for university to stand out in the market In ―ConnectEd
Symposium for the marketing of Higher Education (Chicago November 2011) Rich Lyons
(Dean Haas School of Business University of California Berkley) argued that
―What passes for branding in higher education is often nothing more than a catchy slogan
and logo Branding projects in universities sometimes evoke hostility indifference or bothmdash
or raise the question of why a good school would need to be so concerned about its image that
it would resort to ―corporate measures But when branding reaches deep to magnify a
schoollsquos differentiation and its core essence the result can be a powerful boost on multiple
dimensionsmdashstudent recruitment alumni interest fund raising media interest and so on And
it can resonate with key audiences emotionally to align what the school does with their
passion to change the world Dean Rich Lyons has led the Haas School of Business at UC
Berkeley in branding the school based on codifying its distinctive culture driving that culture
through its business processes and reforming its curriculum to produce a particular type of
leadermdasha path-bending leader The process is lengthy difficult and risks are high Learn why
the rewards of an authentic brand are worth the effort
31
According to this speech strong brand is coming from the culture of interaction among
students and all university staff Mainly students and professors should clearly understand
what matters mostly attracted them in chosen university (values believes attitudes etc should
match up with student`s)
Another aspect for university marketing start up procedure is reposition communications
as a strategic function in a more proactive attitude This matter has been covered by Dr Mark
Putnam President Central College IA in his article ―Do you drive the agenda or go along for
the ride In this article author ―sought to change the view of the marketing and
communications team from customer service providers to strategists He set a good example
with presidential blog using it to elevate the level of discourse at Central Putnam has a track
record for this kind of change management As senior vice president at Northeastern
University (Boston) he worked with the communications team to educate the university about
the strategic role of marketing and branding He comes by this perspective naturally (Dr
Mark Putnam 2011)
To improve university technical tools in attracting students mobile marketing is a great
way ―Mobile marketing brings challenges and opportunities to higher education when scarce
resources limit the ability to add new technologies and techniques to communication plans
We examine the mobile marketing landscape in search of whats most relevant to higher
education today with special attention to student recruitment and brand strength Areas
covered include site design for best task completion writing right for mobile sites monitoring
web analytics and integrating with traditional and social media websites (Bob Johnson
2011)
Another technical tool is digital video clips ―Video in its many forms is becoming a
major factor in our collective lives (80 million hours of video loaded to YouTube every
minute for example) As digital storytelling it is also being used in a variety of ways to build
brand equity with internal and external audiences Outcomes will be a better awareness of the
current trends in using video as a brand building tool and a field guide for teaching others
within the organization to make powerful digital stories Im currently using the workshop at
the UW to train students who will study abroad to make and distribute good quality video
about their experiences (Harry Hayward 2011) In case of brand building using video
assistance viral marketing campaign might work And the last idea which will increase
university profit is web site analytics ―The website is not only a conduit for most of your
marketing efforts todaymdashitlsquos also an incredible tool for measurement and marketing analysis
32
With web analytics you can better quantify the impact of your marketing campaigns improve
the effectiveness of your website segment visitors for micro-marketing efforts and generate
valuable marketing intelligence (Bruce Snyder 2011)
Marketing is the process of customer identification (needs views preferences financial
possibility to buy certain product) This task will be done through primary information
analysis Another task in marketing is development of ―analytics-driven approach to help to
reach a targeted student through search engines mobile smartphones text messaging email
newsletters and social media (Higher Education Marketing Company) This company has a
straight and logic view on marketing process in university which provides a wide scope of
services Google Analytics Search Engine Optimization Pay Per Click Marketing Social
Media Marketing Google Maps amp Local Search Web Design amp Development Mobile
Marketing Short Message Service (SMS) Another very effective tool is SEO (search engine
optimization) which allows embedding into the company website option for the most
important (most likely needed) words phrases while creating company web pages This set of
words with high possibility that potential customer will dial up will give opportunity for the
company website to pop up in the top list of the search engine (Google chrome yahoo etc)
Under research problem ndash low enrollment of students the researcher should look for the
findings of other studies relevant to this study problem The questions to start with are ―What
factors in university marketing practices are missing to achieve constant enrollment growth
―Is there any interrelationship of those factors and university attractiveness growth
One of the studies has been conducted among students registered state subsidized
universities in South Africa The purpose of this paper was to present a new marketing mix
based on MBA studentslsquo attitudes and opinions towards the marketing initiatives of business
schools in South Africa The findings of this study revealed showed seven quite distinct
underlying factors in the marketing activities of these business schools some covering the
same elements of the traditional marketing mix people promotion and price There were
however four different elements programme prominence prospectus and premiums ―The
marketing mix is a set of controllable marketing tools that an institution uses to produce the
response it wants from its various target markets It consists of everything that the university
can do to influence the demand for the services that its offers Tangible products have
traditionally used a 4Ps model the services sector on the other hand uses a 7P approach in
order to satisfy the needs of the service providerlsquos customers product price place
promotion people physical facilities and processes The product is what is being sold It is
33
more than a simple set of tangible features it is a complex bundle of benefits that satisfy
customer needs The price element of the services marketing mix is dominated by what is
being charged for the degree or tuition fees that are required to enroll at the university Place
is the distribution method that the university adopts to provide the tuition to its market in a
manner that meets if not exceeds student expectations Promotion encompasses all the tools
that universities can use to provide the market with information on its offerings advertising
publicity public relations and sales promotional efforts (Jonathan Ivy 2008) This traditional
model encompasses tools which deal with tangible products In case of university it provides
intangible product which needs more tools for promotion Fifth tool is people who are
considered as a staff in university (academic administrative and support staff) To have a
prominent image university should have teaching staff reputations PhD holders Professorial
title holders Also administrative staff can also play an important role to attain prospective
students by simply providing professional phone call inquiry
The newest addition to the marketing mix is physical evidence and processes Physical
evidence is attributed to internal and external appearance of the entity (from teaching
materials to facade of the building and lecture rooms) ―Processes are all the administrative
and bureaucratic functions of the university from the handling of enquiries to registration
from course evaluation to examinations from result dissemination to graduation to name but
a few During the period that the student is registered processes need to be set in motion to
ensure that the student registers for the correct courses has marks or grades correctly
calculated and entered against the studentlsquos name and is ultimately awarded the correct
qualification While this might seem quite straight forward there are numerous other
processes that need to be implemented concurrently (with the finance system
accommodation time tabling and the library) to ensure the highest level of student
satisfaction The findings of this research suggest that the traditional 4- 5- and indeed 7P
marketing services marketing mix may not be the best way to approach the marketing of
MBA programs in South Africa Using principal components factor analysis on 25 commonly
used marketing tools indicates that four new distinctive and independent elements exist along
with three elements from the traditional marketing mix (Jonathan Ivy 2008) The most
important element from the marketing mix was ―program element (the range of electives in
the degree choice of majors) The second was ―prominence of the degree (academic staff
reputations position on league tables or MBA reviews in the popular press) The traditional
promotions element of the marketing mix was split into two areas standard mass media
34
advertising and hard copy promotional materials such as the university prospectus and direct
mail posted to prospective students called ―prospectus in the MBA marketing mix The
price element is dominated by flexible payment of tuition fees which means that students are
price sensitive and looking for payment flexibility The people element has had a small
modification with face-to-face teaching being included along with personal contact with
graduates and open day attendance The final element of the new marketing mix is called
premiums This is a diverse element of the mix which included accommodation the number
of modules in the degree student exchange programmes university computer facilities and
class sizes While this element was considered the least important of the marketing tools not
offering some of these items could seriously damage the recruitment prospects of a business
school Indeed some items would be considered a standard offering of a university and
expected by a student without further consideration or evaluation (Jonathan Ivy 2008)
So from this study researcher may answer on the posed questions before There is indeed
some other factors out of the standard marketing mix which in this case (higher education
marketing) play a key role In order to finally apply those factors into the practical
implementation researcher should check whether all of those factors remain important for
MU For this purpose primary data should be collected by creating questionnaire which
includes new marketing mix tools
Another study conducted in the realm of marketing communications in Taiwan includes
other findings The purpose of this study was to examine how a graduate institute at National
Chiayi University (NCYU) by using a model that integrates analytic hierarchy process
cluster analysis and correspondence analysis can develop effective marketing strategies
This research revealed that even though universities and colleges in Taiwan have
increasingly realized the importance of having sound marketing strategies to stay competitive
they have concentrated their marketing strategies on promotion ndash advertising tuition
reduction scholarships etc This trend has often obscured the fact that marketing should be
based on customer needs with better efforts made to fulfill these needs Although market
segmentation and positioning enable marketers and institutional planners in higher education
to understand customer needs and to visualize institutional advantages in relation to their
competitorslsquo positions these are relatively new endeavors in educational marketing in
Taiwan
The results display that the five most important factors for studentslsquo school selection
were employability curriculum academic reputation faculty and research environment
35
Students perceived NCYU to be strongly associated with lower tuition fewer entrance-exam
subjects lower entrance-exam pass rates and easier graduation requirements (Hsuan-Fu Ho
Chia-Chi Hung 2008)
In order to verify whether such criteria are also indisputable preconditions for choosing
MU as a potential tertiary institution they should be included into the study questionnaire
As we can see that in secondary information there are many ways on how to improve
university standing and how to reach a customer But this information does not give us the
picture of Masaryk University customer why she chose MU what were the preferences to
choose it where she first time got to know about it and etc That is why for this part ndash to get
the picture of MU customer from primary data collection and then apply appropriate tools that
have been mentioned before would be a good combination for a successful marketing
campaign
24 Primary data
For the purpose of this study ndash increase MU attractiveness primary data has been
collected Researcher developed questionnaire which consists of 15 questions and randomly
gave out to international students The main goal of this questionnaire is to answer two
research questions set by researcher
1 On what element of marketing mix students relied more when choosing MU ―People
―Physical evidence or ―Processes
2 Does the possibility of domestic market employability after graduation plays the key role
for choosing MU
These two research questions will help to get a clue on how specifically to improve
attractiveness of MU
Data is analyzed by using excel Microsoft office application with support of various graphs
and tables It has been calculated that majority of respondents are current students in MU
which gives more in depth data describing university attractiveness
36
Graph 1 ―Identification of students` status
It is 62 of respondents stated that they are currently study in MU This will bring more in
depth data from the survey
Specializations have wider split up with two major elements Informatics and Medicine
amount to 32 and 27 accordingly Unfortunately there are no any students from sport
faculty As it has been mentioned respondents were chosen randomly so it can be obvious
that there is big amount of students studying or intend to study medicine and informatics
Graph 2 ―Identification variability of specializations
37
Country of origin table shows that students from Slovakia have majority Probably
because of country and national closeness to Czech Republic The second biggest majority is
students from United Kindom after them students from Russia and Hungary
Graph 3 ―Country of origin split up
Question number 4 relates to first research question (On what element of marketing mix
students relied more when choosing MU ―People ―Physical evidence or ―Processes)
which specifies the level of ―Process element in MU In general the level of handling phone
callemail is acceptable with 14 respondents answered as completely sufficient or completely
sufficient with additional information This shows that majority of students are satisfied with
first impression of contacting MU
38
Chart 3 ―Level of handling callemail inquiry
Question number 5 explains another element in first research question which is ―People It
is evident that for majority of students academic experience is the most important to know
about professors professionalism But it is also a big quantity of those who did not analyze
any information Five students responded that work experience in business sphere is a key
criteria to choose MU
Chart 4 ―Criteria for identifying professionalism of university teaching staff
The ―Process element is evaluated in question number six which explains the level of
administrative and bureaucratic functions in MU on the matter of convenience and usage
Number of courses
teachers offer
Quantity of
publication of
teachers
Work experience
in business sphere Academic
Experience Professional
title in
business
I didn`t analyze
any information
about academic
staff in MU
39
Chart 5 ―Convenience
On the chart it is shown that students rate these functions as convenient with only several
students who perceive it as rather inconvenient On the ―Usage chart it has also positive
trend representing that MU administrative and bureaucratic process is highly useful
Chart 6 ―Usage
Question number seven explains third element ―Physical evidence In graph below it is
obvious that majority of students do not check this element while choosing MU
40
Graph 4 ―Identification of processes element
69 replied negatively and 31 positively which means that this factor does not play a
key role in selecting university Majority of students rate MU facilities as comfortable It is
shown in the table below that eleven students rate facilities as good
Chart 7 ―Identification of physical evidence element
Question number nine encompasses several criteria which were taken from two elements of
marketing mix ―People and ―Physical evidence and some were not from this marketing
mix like ―ability to get employment in home country ―worldwide acceptable diploma
These two factors were taken from the second research question ―Does the possibility of
41
domestic market employability after graduation plays the key role for choosing MU Results
showed that students highly value ―ability to get employment in home country (16
respondents gave highest score) Also highly rated MU diploma as worldwide acceptable (15
respondents gave the highest score) Also for respondents it is important (with lower grading
score ndash ―4) ―Strong academic staff and ―Excellent laboratory facilities
Chart 8 ―MU criteria
Question number 10 includes set of common services that university provides to students
This question helps to understand what services MU provides sufficiently to students Results
showed that sufficient services that MU provides are almost all which have been mentioned in
the options list Only ―Small class sizes do not meet big majority expectations
a Ability to get
employment in home
country
b Strong
academic staff
d Library
facilities
c Excellent
laboratory
facilities
e Worldwide
acceptable diploma
42
Chart 9 ―MU services
Interesting results gave to the researcher questions number 11 which shows that mostly
students got to know about MU from internet search engines and from relativeslsquo advice
Graph 5 ―Media channel of MU
Question number 12 and 13 give overall satisfaction level with MU Question number 12
has been adopted from theoretical part which asks whether student is ready to enter university
again if heshe would have the same opportunity Question number 13 is double-checking this
statement Results are showing that majority of respondents would enter MU again and they
are satisfied with overall MU educational service
Reasonable
accommodation
Exchange
programs
Number of
modules
Small class
sizes
Internship
possibility
Research
environment Faculty
43
Graph 6 ―Choosing MU
Graph 7 ―General satisfaction of MU
Although researcher might observe big quantity of students who are relactant to answer
Graph derived from question 12 shows that half of respondents do not have such a strong
feeling to reenter MU The same situation is in general satisfaction of MU where 38
remained neutral
The last two questions deal with second research question And here results are varied
Graph 8 derived from question 14 depicts that MU degree is not that helpful for getting the
job back in home country Only 23 answered that degree surely will help to get a high paid
44
position 38 replied as ―probably yes 35 answered as ―not sure and 4 answered
―probably not So around 61 of respondents feel positive about successful employment
back home the rest are not that confident
Graph 8 ―Employability element
Graph 9 ―Employability element second question
If respondents replied positively on 14th
question then they were asked to state the reason
for this As it can be seen above high standard European education is playing a key role for
successful employment Also the rest of options have high scores too
45
RESEARCH REPORT
In the purpose of survey it was essential to understand which of three elements in
marketing mix (―People ―Processes and ―Physical evidence) students rely more and
therefore less while choosing MU According to study made in South Africa by Jonathan Ivy
there are seven elements in marketing mix which all equally important for improving
company attractiveness in service business Researcher of this study picked three out of
seven because they more closely respond to actual service oriented company The rest four
elements (product price promotion place) were existing before as traditional marketing mix
for all types of businesses So the element ―Processes uncovers with questions number 4 and
6 From the graphs it is obvious that students are satisfied with this marketing mix This gives
university strong point in attracting students Call email handling Information system
functionality and other bureaucratic functions work sufficiently well 22 students rated
callemail handling as positive Usage and convenience of different MU functional processes
are also positively appreciated with 13 students for convenience and 15 for usefulness From
this data it can be clearly stated that students do rely on effective functions of MU
Element ―People is identified in questions 5 9 and 10 Question 5 gives information that
students do not mainly rely on ―People element while choosing MU 9 students did not
analyze any information about professionalism of university teaching staff Meanwhile the
main factor on what students pay attention is academic experience of teachers But answers
for the questions 9 and 10 gives a tendency that students do rate criteria ―Professionalism of
teachers high but actually they give lower score for this actual criteria in question number
10 In question number 5 students chose different aspects of professionalism of teachers as a
criteria to enter MU Total score for professionalism aspects is 4+4+5+10+4=27 Also in
question number 9 criteria ―strong academic staff accumulates 17 points (it is taken only 4
and 5 levels of importance) But in question number 10 only students give only ten points for
―faculty as a sufficient service provided by MU It can be assumed that students had higher
expectation before entering into university that they have got
Element ―Physical evidence is seen as not important for respondents Graph for question
number 7 shows that 69 of students did not check elements of ―Physical evidence Also
majority of students rate university facilities as ―Good with opportunity to select ―Excellent
46
status (in question number 8) On the other hand students rate university accommodation and
research environment as high enough (question number 10) It can be concluded that during
the process of choosing university students do not rely heavily on ―Physical evidence But
they did get reasonable service in ―Physical evidence while studying in MU
Second research question states ―Does the possibility of domestic market employability
after graduation plays the key role for choosing MU After analysis of relevant graphs and
tables it became clear that this factor (possibility to get employed) is very important for
students So question number 9 gets the highest score (16) for criteria in choosing MU ndash
―ability to get employment in home country and also high score for ―worldwide acceptable
diploma Even though students rate possibility to get employed as the highest criteria to
enter MU 39 of students are not sure or don not think they will obtain high paid job back
home Here is the point to work for MU administration Students rely on high standard
European education and English language education as a key criterion for being confident in
getting well paid job (question number 15)
The data analysis process constitutes the following
1 MU has convenient and useful bureaucratic functions which are considered as a strong
point in delivering knowledge without obstacles It is difficult to identify the level of
―processes in organization but some points can be highlighted in promotion materials It can
be description of functionality of Information System or description of easy courses
registration
2 Element ―People has deviation in what is expected and what is delivered Students
have a bit higher expectations on the level of teaching staff experience and competence It is
recommended to do a deeper research on the reasons for this deviation But for now it can be
decided to arrange seminars or trainings for teacher to improve their marketing knowledge
and explain commercial tendency in market of high education
3 University ―Physical evidence is has strong rate of sufficiency The only problem that
students do not feel need to pay attention on this element Here MU administration should put
accent on Including pictures of libraries with free Wi-fi canteens computer labs which have
good and pleasant conditions
4 The most important criteria for students to choose MU is high possibility to get
employed at home But this perspective lacks consistency because there is significant amount
of students who remain uncertain in the future employability This gap can be solved by
successful decision making of three elements above ―People ―Processes and ―Physical
47
evidence But it is recommended to conduct further survey questioning the reasons of
students` uncertainty in future employability Maybe the reason is not related to some weak
points in marketing mix but the problem in home countries itself (political instability
nepotism etc)
To sum up the general situation in four factors mentioned above ―processes should be
promoted to international students as a smooth tool in obtaining degree ―people should go
through training on how to deliver lecture in contemporary commercial world of high
education market ―physical evidence should be mentioned in promotion of MU ―student
employability will be interrelated with ―people plus MU has to install closer relationship
with international companies (internships provision seminars with company representatives
professional lectures from leading companies etc)
Secondary information has also a great help in increasing university attractiveness
Viral marketing can be applied to MU because question number 11 shows that internet search
engine is a key tool how students found about MU There is a video of experience Brno life
among Erasmus Students which can be remade as a good promotion video of student life on
campus For Masaryk University very effective tool will be Google Analytics giving a wide
scope of techniques on how to track differentiate and analyze visitors ―Google Analytics is
the enterprise-class web analytics solution that gives rich insights into the website traffic and
marketing effectiveness Powerful flexible and easy-to-use features now give opportunity to
see and analyze your traffic data in an entirely new way With Google Analytics it is easier to
write better-targeted ads strengthen marketing initiatives and create higher converting
websites (Google Analytics website)
In general MU marketing politics should involve techniques mentioned by Jarvis J in his
book ―What Would Google Do Companies must learn that they are better off when they
cede control to their customers Give us control we will use it and you will win
Also it is important to read blogs There are search engines for blogs like Technorati
Icerocket Google Bloglines Pub-sub where MU marketing officials can search for MU
discussion groups or some topics
MU officials should constantly maintain ―conversation with current students It is a good
idea to start communication with those bloggers who care enough to talk about MU products
and service and brand The least MU officials can do is engage them and join the
conversation Even further step can be done Ask consumers what they think MU
48
administration should do MU will end up with better products and do a better job selling
them to more satisfied customers who can even help each other if MU officials let them
Next it will be effective to start university blog where students openly and forthrightly
share the problems and the solutions as they occur There is no reason why a university dean
should not open a direct conversation with the public That will do more to change the
culturemdashto finally make it customer-focused and mean itmdashthan a dozen consultants a
hundred off- sites or a million ad impressions
During of development process of some programs or anything in university it is better to
involve students in this process also
The last but not the least is links on the website of MU There are three links on the ESF
faculty One of them is ―Review of economic perspectives ―call for papers and Citi Bank
banner There should be more links to Headhunters conferences industry associations
current job opportunities etc This gives website alive image and helpful time spending
49
CONCLUSION
This study has been conducted in favor of future Masaryk University prosperity in the
current commercial world Researcher had a strong motivation to give helpful secondary and
primary information which will foster university educational process in the frames of
contemporary world
Of course any research comes up with further recommendations to analyze questionable
matters in results obtained Researcher believes that this work is just another step to constant
need of self-improvement
Researcher advices to put more accent on IT support to promote university image and
therefore increate its attractiveness (Harry Hayward 2011) mentioned that 80 million hours
of video loaded to YouTube every minute So there is high potential for promotion Viral
video of MU will hit several aspects of university improvement brand product suite
differentiation lifestyle according to Dr DJToncich Apart of that it is recommended to
build system of values believes and attitudes among students and university staff and
promote this in the future According to Dr Mark Putman it is essential nowadays to educate
university staff about strategic role of marketing and branding Website analytics would be
useful for measurement and marketing analysis Search optimization engine is another tool on
how to maintain university webpage in the top 10 results in Google chrome or other web
search engines On YouTube there is option to post advertisement of a company only in the
videos which are related to the sphere of products or services company offer So MU might
sign a contract of including its advertisement on videos which has key words as ―education
―high ―in English etc
According to primary data obtained it is obvious that several aspects in MU marketing
mix do not match high criteria among students Once one factor ―People would be solved
through trainings and constant updating knowledge of personnel another interrelated problem
will be offset ndash ―Employability But there is no any research done on interdependence of
these two factors so for further analysis of situation another research should be taken The
main purpose of this research would be identification of cause and effect linkages between
50
―People ―Employability and other factors which influence studentslsquo ability to get high paid
job back home And there are a lot of those factors starting from political situation in the
country to the level of corruption and nepotism
MU has potential to improve its educational process as we do the students because we are
the main customers for our university But one thing should not be forgotten and it is
companies which have strong notion about reality in one or another specialization That is
why my last advice for Masaryk University is to appeal as a liaison entity between students
and companies
51
REFERENCES
Barabba Vincent P Zaltman Gerald 1991 ―Hearing the Voice of the Market Competitive
Advantage Through Creative Use of Market Information Chapter 5
Conway Tony Stephen Mackay David Yorke (1994) Strategic Planning in Higher
Education Who Are the Customers International Journal of Educational Management
Vol 8 Iss 6 pp29 ndash 36
Cooper Donald R Schindler Pamela S 2003 ―Business research methods 8th ed
Dillman Don A 2000 ―Mail and Internet Surveys The Tailored Design Method 2nd
Edition New York
Dekeba Alemayehu 2003 ―Basic of Marketing Research Methods
URL httpwwwglobuszcomebooksMarketingResearchindexhtm
Hemsley-Brown JV and Oplatka I2006 Universities in a competitive global marketplace
a systematic review of the literature on higher education marketinglsquo International Journal
of Public Sector Management Vol 19 No 4 pp 316-338
Harry Hayward ―The power of digital storytelling 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Hair Joseph F - Bush Robert P - Ortinau David J ―Marketing research within a changing
information environment 3rd ed2006
Hsuan-Fu Ho Chia-Chi Hung Marketing mix formulation for higher education An
integrated analysis employing analytic hierarchy process cluster analysis and
correspondence analysis International Journal of Educational Management Vol 2 Iss
4 2008
Jarowski Ajay K Kohli and Arvind Sahay 2000 ―Market ndash Driven Versus Driving
Markets Journal of the Academy of Marketing Science 45-54
Johnson Bob ―Mobile marketing in higher education getting ready for 1012 and beyond
2011
URLhttpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Jarvis J ―What Would Google Do Adobe Acrobat eBook Reader 2008
52
Jonathan Ivy A new higher education marketing mix the 7Ps for MBA marketing
International Journal of Educational Management Vol 22 Iss 4 2008
Kotler Philip Fox Karen FA 1985 Strategic Marketing for Educational Institutions
Mora Michaela ―What Is Statistical Significance 2011
URL httprelevantinsightscomtagsample-size
Nha Nguyen Gaston LeBlanc 2001 Image and Reputation of Higher Education Institutions
in Studentslsquo Retention Decisions International Journal of Educational Management
Vol 15 Iss 6
URL httpwwwemeraldinsightcomjournalshtmarticleid=838798amp
Oppenheim ldquoQuestionnaire Design Interviewing and Attitude Measurementrdquo 1992
Oud Jacqueline 2004 ―Market research versus marketing research
Pimpa Nattavud 2003 ―Internationalization and trade in higher education opportunities and
challenges
Putnam Mark ―Do you drive the agenda or go along for the ride 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Rakhee Vyas Anne L Souchon 2003 Symbolic Use of Export Information A
Multidisciplinary Approach to Conceptual Development and Key Consequences
International Marketing Review Vol 20 Iss 1 pp67 ndash 94
URL httpwwwemeraldinsightcomjournalshtmarticleid=855530
Rich Lyons ―Authentic branding how creating a school brand with culture and curriculum
just might help save us 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Robert S Michael ―Inquiry amp Scientific Method 2002
URL httpwwwindianaedu~educy520sec5982week_1inquiry_sci_method02pdf
Rodriguez G ―5 Questions to Help You Understand Your Customer 2004
URL httpwwwpowerhomebizcomvol146customerhtm
Sekaran Uma Bougie Johan Roger Gisbert2009 ―Research Methods for Business a Skill
Building Approach 5th ed
Singleton Royce A Jr and Bruce C Straits 1999 Approaches to Social Research (3rd
Edition) New York Oxford University Press
Smith Scott M Albaum Gerald S 2005 ―Fundamentals of Marketing Research
Snyder Bruce ―Maximizing the power of web analytics 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Toncich ―Study and Learning in the Australian University System
53
URL httpwwwdoctorteenetfilesunibook04_ppdf
WEBSITES
Experiment-Resourcescom ―Comparing Quantitative and Qualitative Research 2009
URL wwwexperiment-resourcescomquantitative-and-qualitative-researchhtml
Higher Education Marketing Company Canada
URL httpwwwhigher-education-marketingcomcontact
Google Analytics website
URL httpwwwgooglecomintlenanalytics
54
Appendix A Questionnaire
Dear respondent this questionnaire is created in terms of Master`s degree diploma thesis The main goal of
this survey is to improve Masaryk University attractiveness by deriving the reasons for choosing Masaryk
University in obtaining a degree The answers will be kept as confidential and would not be used in any
other purposes other than for this research If you would have any questions regarding the results of this
survey please contact me
Ilya Shaiderov (380502mailmunicz)
Thank you for your cooperation
1 Are you a current or prospective student ____________________
2 What specialization you are obtaining or intend to obtain in MU ____________________
3 Please specify your country of origin ____________________
4 Please rate the level of handling your first phone callemail inquiry by MU staff (only if it is
applicable to your case)
1 2 3 4 5
5 While considering MU as an option to study what criteria did (do) you analyze to check
professionalism of university teaching staff (you may choose several options)
a Number of courses teachers offer
b Quantity of publication of teachers
c Work experience in business sphere
d Academic Experience
e Professional title in business
f I didn`t analyze any information about academic staff in MU
No response
Insufficient response
Sufficient enough
Completely sufficient with additional information
Completely sufficient
55
6 (Only for current students) Could you characterize the process of courses registration usage of IS
system and other administrative and bureaucratic functions of university (please choose one in each
scale)
Convenience
1 2 3 4 5
Usage
1 2 3 4 5
7 (For both current and prospective students) While choosing MU did (do) you check quantity of
books in university library accessibility of electronic databases new editions of study materials
overall quality of library
Yes
No
8 (Only for current students) Please rate MU facilities (buildings classrooms computer labs etc) on
the matter of ―comfortability
1 2 3 4 5
Excellent Good Sufficient Not enough Bad
Completely Convenient
Rather Convenient
Convenient Rather Inconvenient
Completely Inconvenient
Completely Useful
Rather Useful
Useful Rather Useless
Completely Useless
56
9 (For both current and prospective students) How do you rate the following factors as criteria for
choosing MU (1- least important 5 ndash most important)
a Ability to get employment in home country
b Strong academic staff
c Excellent laboratory facilities
d Library facilities
e Worldwide acceptable diploma
10 Please choose (mark ―V) services that MU sufficiently provides to you as a student (in case you
are prospective student - should be provided)
___ Reasonable accommodation (covered by student)
___ The number of modules in the degree and big variety of elective courses
___ Student exchange programs
___ Research environment (sufficient up to date study materials computer labs laboratories etc)
___ Small class sizes
___ Internship possibility
___ Faculty (profound selection of PhD and profession specialists)
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
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3
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y
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e
4
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o
1 2
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1 2
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1 2
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y
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r
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[
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a
q
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f
r
o
m
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h
e
d
o
c
u
m
57
11 From what source you first found out about Masaryk University
a Website search engine
b Advice of friends parents etc
c TV
d Newspaper please specify____________
e Journals please specify____________
f Billboards
g Website banners please specify website_______________
h Other source__________________________
12 (Only for current students) If you had do it over again would you still choose MU If not please
specify why
a Yes
b Not sure
c Probably would
d Probably would not (please specify why)
__________________________________________________________________________________
__________________________________________________________________________________
________________________________________________________________
13 (Only for current students) Please describe your level of general satisfaction with university
a Not satisfied at all
b Neutral
c Satisfied
d Very satisfied
58
14 (For both current and prospective students) Do you think MU degree will help you to get above
average salary in your home country
a No b Probably not c Not sure d Probably yes c Yes
15 If you think that MU degree helps to get well paid job in your home country what might be
reasons for that (more than one reason can be selected)
a High standard European education d Possibility to pass internship in Europe
b Degree specialization choice e Other_________________________
c Education in English language
25
Measurement error occurs in several stages of research transmittal response analysis
In general researcher represents information that he wants rather the real one
Experimental error When investigator is measuring the influence of independent
variables on dependent one while controlling extraneous variables (Smith Albaum
2005)
2 PRACTICAL PART
21 Marketing Research Process Applied
For this study it has been identified that the problem of current situation in MU is its
inability to attract more international students
Problem Formulation Prospective students do not choose MU for degree obtainment
Research goal To identify ways on how to increase studentslsquo inflow into MU by means of
detecting general preferences of MU customers (prospective students and current students)
Research questions
Based on the study of 7P approach made by Jonathan Ivy one research question arises
1 On what element of marketing mix students relied more when choosing MU ―People
―Physical evidence or ―Processes
From another study made by Hsuan-Fu Ho and Chia-Chi Hung second research question
arises
2 Does the possibility of domestic market employability after graduation plays the key role
for choosing MU
26
Method of Inquiry
As been mentioned in the theoretical part the first step in method of inquiry is observation
and description of a phenomenon or a group of related phenomena This step is known for its
qualitative methods of applicability
Have been studying for almost two years in MU and communicating with dozens of
international students I found several aspects to consider for MU attractiveness improvement
Students who stay longer than a semester differ from those who came just for one semester
under Erasmus exchange program This research deals with the first category of students and
for them it is important to have more frequent university-student correspondence Keeping the
fact that education process in Masaryk university different and complicated in terms of
Information Technology (student information system is very confusing with no English
version of some pages) there should be prepared an orientation seminars on how to effectively
use all university premises and surrounding city facilities It can be easily done with the help
of International Students Club which has excellent image among such clubs in Europe There
is orientation week for students but from the students point of view is more prepared to make
things done (like ISIC card issue register to information system) rather than providing
students with tools on how to achieve what they need to This can easily be done by
information system additional applications of city university map student forums and
discussion groups The information system should be done in more client friendly way with
good English translation of the web pages
This work would not include any hypothesis because of the chosen research design ndash
explorative
Research Methodology
In this will be applied nonexperimental method because of objectivity purposes There is
high risk of mislead and misinterpretation to the respondent which will affect the survey
results
Question number 1 2 3 in the survey (can be found in appendix of this work) was
included for the reason to find additional information from prospective students who intend to
continue their study Question number 11 gives idea on the effective media channel that
students got information from Question number 12 and 13 will help to summarize general
student opinion on MU and find some deviations from the rest of the questions
27
Below are the questions in the survey which relate to research question number 1 ―On what
element of marketing mix students relied more when choosing MU ―People ―Physical
evidence or ―Processes
Question number 4 6 7 was adopted from literature source (Jonathan Ivy 2008) of
theoretical part This question identifies the level of ―Processes element of marketing mix
Question number 5 based on the same literature source was adopted to verify another element
of marketing mix ndash ―People Question 8 uncovers the level of third element ―Physical
evidence Question number 10 encompasses all three elements to double check the main
criteria that students choose or consider MU to study
Below are questions in the survey which relate to research question number 2 ―Does the
possibility of domestic market employability after graduation plays the key role for choosing
MU
Questions number 14 and 15 will help to identify the level of studentslsquo motivation to enter
MU for the reason of higher chance of employability after graduation These questions were
adopted from literature source provided by Hsuan-Fu Ho and Chia-Chi Hung
Question number 9 relates to both research questions because it covers the scale of
significant factors that might affect student to choose MU
Research Design
The study entitled ―Quantitative Marketing Research attempts to accumulate the sequence
of procedures to conduct successful marketing research It has been chosen to use quantitative
research for the reason that study aims to find out the answer of a research questions through
numerical evidence This method enables researcher to gather existing information and data
regarding interrelationship between low rate of students registration to MU The study will
help to answer on two research questions posed in this work
Selection of data collection techniques
The study incorporates two techniques of data collection secondary and primary
collection Secondary information reveals current situation of HE marketing worldwide and
primary information helps to find the match up for solution of MU problem and secondary
information findings
28
Sample design
Researcher uses probability sample design with quantity of respondents equal to 26
Data collection
For study purposes data will be collected by giving out questionnaires to current and
prospective students who study or intend to study in English in MU Hard copy questionnaires
will be collected after respondents finish answering them Total collected questionnaires
amount to 26
Research errors
Population Specification error is mastered by questioning potential respondent whether
shehe studies in English Sampling difference researcher will overcome by keeping the
highest level of variety of respondents (by country of origin) Selection error is out of the
matter because researcher is not introduced to the majority of students studying in English
Nonresponse error may occur for the further purposes of the research respondents would be
asked the reasons for rejecting to fill out questionnaire The same procedure is for the
surrogate information ndash if researcher will not be able to get answers from respondents they
will be asked about the reason of rejection
22 Analysis and interpretation of data
Secondary and Primary data is analyzed and interpreted in section 23 and 24 below
23 Secondary data
Marketing communication of universities
As has been mentioned previously in this work the best option to collect relevant primary
data is to rely first on secondary information and then delve down in certain aspects by
collecting primary information In this item it will be explained what has been done in
marketing communication of universities around the world This part will also cover the
question of what communication strategies and tools the international universities use to
attract their students
29
From the first finding to start universities all over the world practicing advertising
campaigns with such words as ―Internationally renowned Award winning Prestigious
Proud history Career oriented etc But not all the time these sparkling words are real truth
―Does it actually matter whether a university has ―tradition if its current practice is poor
Does it matter if a university is ―internationally renowned if the particular course that is
being considered is known to be badly operated by local standards Does it really matter if a
university has ―a proud history if the present isnlsquot very good (Dr DJ Toncich2008)
Australian professor Dr DJ Toncich in 2008 published a book ―Study and Learning in
the Australian University System where he clearly stated various forms of
Marketing in universities of Australia ―The most common example of universities selling the
sizzle rather than the sausage appears in areas such as science engineering and architecture
where potential students are bombarded with glamorous images of spacecraft sky-scraper
buildings nuclear reactors and so on There are different ways how universities attract their
students There is a table provided by Dr DJ Toncich which explains the ways on how to
promote different parts of university image
Table 2 ―Ways on how to promote elements of university image
30
A ―Tool is a part of company (university in this case) image which should be promoted
And ―Vehicle is the way part of the image can be promoted ―Some key points to note are
that the mass media outlets (newspaper television and radio) having the broadest audience
are generally reserved for ―big picture marketing including the universitylsquos brand and
confidencereinforcement strategies Self-evidently promoting to the broadest audience is the
most costly way of getting a message out so the message needs to be simple and clear The
more specialized the audience however the more detailed the information ndash for example
university course guides and handbooks have the most specific audience and subsequently
the highest level of information density In these vehicles there is generally less content
related to the big picture issues of confidence and brand (Dr DJ Toncich 2008)
Nguyen amp Le Blanc (2001) focused on the image and reputation of the institution and
referred to the crucial role these factors played in the development of market positioning ndash
they drew on the well established concepts and theories in business sector marketing for their
study Bonsardi amp Ekwulugo (2003) who claimed that ―a centrally important principle of
marketing is that all marketing activities should be geared towards the customer also relied
on the literature used in business sector marketing and applied it to the context of higher
education
Branding is important for university to stand out in the market In ―ConnectEd
Symposium for the marketing of Higher Education (Chicago November 2011) Rich Lyons
(Dean Haas School of Business University of California Berkley) argued that
―What passes for branding in higher education is often nothing more than a catchy slogan
and logo Branding projects in universities sometimes evoke hostility indifference or bothmdash
or raise the question of why a good school would need to be so concerned about its image that
it would resort to ―corporate measures But when branding reaches deep to magnify a
schoollsquos differentiation and its core essence the result can be a powerful boost on multiple
dimensionsmdashstudent recruitment alumni interest fund raising media interest and so on And
it can resonate with key audiences emotionally to align what the school does with their
passion to change the world Dean Rich Lyons has led the Haas School of Business at UC
Berkeley in branding the school based on codifying its distinctive culture driving that culture
through its business processes and reforming its curriculum to produce a particular type of
leadermdasha path-bending leader The process is lengthy difficult and risks are high Learn why
the rewards of an authentic brand are worth the effort
31
According to this speech strong brand is coming from the culture of interaction among
students and all university staff Mainly students and professors should clearly understand
what matters mostly attracted them in chosen university (values believes attitudes etc should
match up with student`s)
Another aspect for university marketing start up procedure is reposition communications
as a strategic function in a more proactive attitude This matter has been covered by Dr Mark
Putnam President Central College IA in his article ―Do you drive the agenda or go along for
the ride In this article author ―sought to change the view of the marketing and
communications team from customer service providers to strategists He set a good example
with presidential blog using it to elevate the level of discourse at Central Putnam has a track
record for this kind of change management As senior vice president at Northeastern
University (Boston) he worked with the communications team to educate the university about
the strategic role of marketing and branding He comes by this perspective naturally (Dr
Mark Putnam 2011)
To improve university technical tools in attracting students mobile marketing is a great
way ―Mobile marketing brings challenges and opportunities to higher education when scarce
resources limit the ability to add new technologies and techniques to communication plans
We examine the mobile marketing landscape in search of whats most relevant to higher
education today with special attention to student recruitment and brand strength Areas
covered include site design for best task completion writing right for mobile sites monitoring
web analytics and integrating with traditional and social media websites (Bob Johnson
2011)
Another technical tool is digital video clips ―Video in its many forms is becoming a
major factor in our collective lives (80 million hours of video loaded to YouTube every
minute for example) As digital storytelling it is also being used in a variety of ways to build
brand equity with internal and external audiences Outcomes will be a better awareness of the
current trends in using video as a brand building tool and a field guide for teaching others
within the organization to make powerful digital stories Im currently using the workshop at
the UW to train students who will study abroad to make and distribute good quality video
about their experiences (Harry Hayward 2011) In case of brand building using video
assistance viral marketing campaign might work And the last idea which will increase
university profit is web site analytics ―The website is not only a conduit for most of your
marketing efforts todaymdashitlsquos also an incredible tool for measurement and marketing analysis
32
With web analytics you can better quantify the impact of your marketing campaigns improve
the effectiveness of your website segment visitors for micro-marketing efforts and generate
valuable marketing intelligence (Bruce Snyder 2011)
Marketing is the process of customer identification (needs views preferences financial
possibility to buy certain product) This task will be done through primary information
analysis Another task in marketing is development of ―analytics-driven approach to help to
reach a targeted student through search engines mobile smartphones text messaging email
newsletters and social media (Higher Education Marketing Company) This company has a
straight and logic view on marketing process in university which provides a wide scope of
services Google Analytics Search Engine Optimization Pay Per Click Marketing Social
Media Marketing Google Maps amp Local Search Web Design amp Development Mobile
Marketing Short Message Service (SMS) Another very effective tool is SEO (search engine
optimization) which allows embedding into the company website option for the most
important (most likely needed) words phrases while creating company web pages This set of
words with high possibility that potential customer will dial up will give opportunity for the
company website to pop up in the top list of the search engine (Google chrome yahoo etc)
Under research problem ndash low enrollment of students the researcher should look for the
findings of other studies relevant to this study problem The questions to start with are ―What
factors in university marketing practices are missing to achieve constant enrollment growth
―Is there any interrelationship of those factors and university attractiveness growth
One of the studies has been conducted among students registered state subsidized
universities in South Africa The purpose of this paper was to present a new marketing mix
based on MBA studentslsquo attitudes and opinions towards the marketing initiatives of business
schools in South Africa The findings of this study revealed showed seven quite distinct
underlying factors in the marketing activities of these business schools some covering the
same elements of the traditional marketing mix people promotion and price There were
however four different elements programme prominence prospectus and premiums ―The
marketing mix is a set of controllable marketing tools that an institution uses to produce the
response it wants from its various target markets It consists of everything that the university
can do to influence the demand for the services that its offers Tangible products have
traditionally used a 4Ps model the services sector on the other hand uses a 7P approach in
order to satisfy the needs of the service providerlsquos customers product price place
promotion people physical facilities and processes The product is what is being sold It is
33
more than a simple set of tangible features it is a complex bundle of benefits that satisfy
customer needs The price element of the services marketing mix is dominated by what is
being charged for the degree or tuition fees that are required to enroll at the university Place
is the distribution method that the university adopts to provide the tuition to its market in a
manner that meets if not exceeds student expectations Promotion encompasses all the tools
that universities can use to provide the market with information on its offerings advertising
publicity public relations and sales promotional efforts (Jonathan Ivy 2008) This traditional
model encompasses tools which deal with tangible products In case of university it provides
intangible product which needs more tools for promotion Fifth tool is people who are
considered as a staff in university (academic administrative and support staff) To have a
prominent image university should have teaching staff reputations PhD holders Professorial
title holders Also administrative staff can also play an important role to attain prospective
students by simply providing professional phone call inquiry
The newest addition to the marketing mix is physical evidence and processes Physical
evidence is attributed to internal and external appearance of the entity (from teaching
materials to facade of the building and lecture rooms) ―Processes are all the administrative
and bureaucratic functions of the university from the handling of enquiries to registration
from course evaluation to examinations from result dissemination to graduation to name but
a few During the period that the student is registered processes need to be set in motion to
ensure that the student registers for the correct courses has marks or grades correctly
calculated and entered against the studentlsquos name and is ultimately awarded the correct
qualification While this might seem quite straight forward there are numerous other
processes that need to be implemented concurrently (with the finance system
accommodation time tabling and the library) to ensure the highest level of student
satisfaction The findings of this research suggest that the traditional 4- 5- and indeed 7P
marketing services marketing mix may not be the best way to approach the marketing of
MBA programs in South Africa Using principal components factor analysis on 25 commonly
used marketing tools indicates that four new distinctive and independent elements exist along
with three elements from the traditional marketing mix (Jonathan Ivy 2008) The most
important element from the marketing mix was ―program element (the range of electives in
the degree choice of majors) The second was ―prominence of the degree (academic staff
reputations position on league tables or MBA reviews in the popular press) The traditional
promotions element of the marketing mix was split into two areas standard mass media
34
advertising and hard copy promotional materials such as the university prospectus and direct
mail posted to prospective students called ―prospectus in the MBA marketing mix The
price element is dominated by flexible payment of tuition fees which means that students are
price sensitive and looking for payment flexibility The people element has had a small
modification with face-to-face teaching being included along with personal contact with
graduates and open day attendance The final element of the new marketing mix is called
premiums This is a diverse element of the mix which included accommodation the number
of modules in the degree student exchange programmes university computer facilities and
class sizes While this element was considered the least important of the marketing tools not
offering some of these items could seriously damage the recruitment prospects of a business
school Indeed some items would be considered a standard offering of a university and
expected by a student without further consideration or evaluation (Jonathan Ivy 2008)
So from this study researcher may answer on the posed questions before There is indeed
some other factors out of the standard marketing mix which in this case (higher education
marketing) play a key role In order to finally apply those factors into the practical
implementation researcher should check whether all of those factors remain important for
MU For this purpose primary data should be collected by creating questionnaire which
includes new marketing mix tools
Another study conducted in the realm of marketing communications in Taiwan includes
other findings The purpose of this study was to examine how a graduate institute at National
Chiayi University (NCYU) by using a model that integrates analytic hierarchy process
cluster analysis and correspondence analysis can develop effective marketing strategies
This research revealed that even though universities and colleges in Taiwan have
increasingly realized the importance of having sound marketing strategies to stay competitive
they have concentrated their marketing strategies on promotion ndash advertising tuition
reduction scholarships etc This trend has often obscured the fact that marketing should be
based on customer needs with better efforts made to fulfill these needs Although market
segmentation and positioning enable marketers and institutional planners in higher education
to understand customer needs and to visualize institutional advantages in relation to their
competitorslsquo positions these are relatively new endeavors in educational marketing in
Taiwan
The results display that the five most important factors for studentslsquo school selection
were employability curriculum academic reputation faculty and research environment
35
Students perceived NCYU to be strongly associated with lower tuition fewer entrance-exam
subjects lower entrance-exam pass rates and easier graduation requirements (Hsuan-Fu Ho
Chia-Chi Hung 2008)
In order to verify whether such criteria are also indisputable preconditions for choosing
MU as a potential tertiary institution they should be included into the study questionnaire
As we can see that in secondary information there are many ways on how to improve
university standing and how to reach a customer But this information does not give us the
picture of Masaryk University customer why she chose MU what were the preferences to
choose it where she first time got to know about it and etc That is why for this part ndash to get
the picture of MU customer from primary data collection and then apply appropriate tools that
have been mentioned before would be a good combination for a successful marketing
campaign
24 Primary data
For the purpose of this study ndash increase MU attractiveness primary data has been
collected Researcher developed questionnaire which consists of 15 questions and randomly
gave out to international students The main goal of this questionnaire is to answer two
research questions set by researcher
1 On what element of marketing mix students relied more when choosing MU ―People
―Physical evidence or ―Processes
2 Does the possibility of domestic market employability after graduation plays the key role
for choosing MU
These two research questions will help to get a clue on how specifically to improve
attractiveness of MU
Data is analyzed by using excel Microsoft office application with support of various graphs
and tables It has been calculated that majority of respondents are current students in MU
which gives more in depth data describing university attractiveness
36
Graph 1 ―Identification of students` status
It is 62 of respondents stated that they are currently study in MU This will bring more in
depth data from the survey
Specializations have wider split up with two major elements Informatics and Medicine
amount to 32 and 27 accordingly Unfortunately there are no any students from sport
faculty As it has been mentioned respondents were chosen randomly so it can be obvious
that there is big amount of students studying or intend to study medicine and informatics
Graph 2 ―Identification variability of specializations
37
Country of origin table shows that students from Slovakia have majority Probably
because of country and national closeness to Czech Republic The second biggest majority is
students from United Kindom after them students from Russia and Hungary
Graph 3 ―Country of origin split up
Question number 4 relates to first research question (On what element of marketing mix
students relied more when choosing MU ―People ―Physical evidence or ―Processes)
which specifies the level of ―Process element in MU In general the level of handling phone
callemail is acceptable with 14 respondents answered as completely sufficient or completely
sufficient with additional information This shows that majority of students are satisfied with
first impression of contacting MU
38
Chart 3 ―Level of handling callemail inquiry
Question number 5 explains another element in first research question which is ―People It
is evident that for majority of students academic experience is the most important to know
about professors professionalism But it is also a big quantity of those who did not analyze
any information Five students responded that work experience in business sphere is a key
criteria to choose MU
Chart 4 ―Criteria for identifying professionalism of university teaching staff
The ―Process element is evaluated in question number six which explains the level of
administrative and bureaucratic functions in MU on the matter of convenience and usage
Number of courses
teachers offer
Quantity of
publication of
teachers
Work experience
in business sphere Academic
Experience Professional
title in
business
I didn`t analyze
any information
about academic
staff in MU
39
Chart 5 ―Convenience
On the chart it is shown that students rate these functions as convenient with only several
students who perceive it as rather inconvenient On the ―Usage chart it has also positive
trend representing that MU administrative and bureaucratic process is highly useful
Chart 6 ―Usage
Question number seven explains third element ―Physical evidence In graph below it is
obvious that majority of students do not check this element while choosing MU
40
Graph 4 ―Identification of processes element
69 replied negatively and 31 positively which means that this factor does not play a
key role in selecting university Majority of students rate MU facilities as comfortable It is
shown in the table below that eleven students rate facilities as good
Chart 7 ―Identification of physical evidence element
Question number nine encompasses several criteria which were taken from two elements of
marketing mix ―People and ―Physical evidence and some were not from this marketing
mix like ―ability to get employment in home country ―worldwide acceptable diploma
These two factors were taken from the second research question ―Does the possibility of
41
domestic market employability after graduation plays the key role for choosing MU Results
showed that students highly value ―ability to get employment in home country (16
respondents gave highest score) Also highly rated MU diploma as worldwide acceptable (15
respondents gave the highest score) Also for respondents it is important (with lower grading
score ndash ―4) ―Strong academic staff and ―Excellent laboratory facilities
Chart 8 ―MU criteria
Question number 10 includes set of common services that university provides to students
This question helps to understand what services MU provides sufficiently to students Results
showed that sufficient services that MU provides are almost all which have been mentioned in
the options list Only ―Small class sizes do not meet big majority expectations
a Ability to get
employment in home
country
b Strong
academic staff
d Library
facilities
c Excellent
laboratory
facilities
e Worldwide
acceptable diploma
42
Chart 9 ―MU services
Interesting results gave to the researcher questions number 11 which shows that mostly
students got to know about MU from internet search engines and from relativeslsquo advice
Graph 5 ―Media channel of MU
Question number 12 and 13 give overall satisfaction level with MU Question number 12
has been adopted from theoretical part which asks whether student is ready to enter university
again if heshe would have the same opportunity Question number 13 is double-checking this
statement Results are showing that majority of respondents would enter MU again and they
are satisfied with overall MU educational service
Reasonable
accommodation
Exchange
programs
Number of
modules
Small class
sizes
Internship
possibility
Research
environment Faculty
43
Graph 6 ―Choosing MU
Graph 7 ―General satisfaction of MU
Although researcher might observe big quantity of students who are relactant to answer
Graph derived from question 12 shows that half of respondents do not have such a strong
feeling to reenter MU The same situation is in general satisfaction of MU where 38
remained neutral
The last two questions deal with second research question And here results are varied
Graph 8 derived from question 14 depicts that MU degree is not that helpful for getting the
job back in home country Only 23 answered that degree surely will help to get a high paid
44
position 38 replied as ―probably yes 35 answered as ―not sure and 4 answered
―probably not So around 61 of respondents feel positive about successful employment
back home the rest are not that confident
Graph 8 ―Employability element
Graph 9 ―Employability element second question
If respondents replied positively on 14th
question then they were asked to state the reason
for this As it can be seen above high standard European education is playing a key role for
successful employment Also the rest of options have high scores too
45
RESEARCH REPORT
In the purpose of survey it was essential to understand which of three elements in
marketing mix (―People ―Processes and ―Physical evidence) students rely more and
therefore less while choosing MU According to study made in South Africa by Jonathan Ivy
there are seven elements in marketing mix which all equally important for improving
company attractiveness in service business Researcher of this study picked three out of
seven because they more closely respond to actual service oriented company The rest four
elements (product price promotion place) were existing before as traditional marketing mix
for all types of businesses So the element ―Processes uncovers with questions number 4 and
6 From the graphs it is obvious that students are satisfied with this marketing mix This gives
university strong point in attracting students Call email handling Information system
functionality and other bureaucratic functions work sufficiently well 22 students rated
callemail handling as positive Usage and convenience of different MU functional processes
are also positively appreciated with 13 students for convenience and 15 for usefulness From
this data it can be clearly stated that students do rely on effective functions of MU
Element ―People is identified in questions 5 9 and 10 Question 5 gives information that
students do not mainly rely on ―People element while choosing MU 9 students did not
analyze any information about professionalism of university teaching staff Meanwhile the
main factor on what students pay attention is academic experience of teachers But answers
for the questions 9 and 10 gives a tendency that students do rate criteria ―Professionalism of
teachers high but actually they give lower score for this actual criteria in question number
10 In question number 5 students chose different aspects of professionalism of teachers as a
criteria to enter MU Total score for professionalism aspects is 4+4+5+10+4=27 Also in
question number 9 criteria ―strong academic staff accumulates 17 points (it is taken only 4
and 5 levels of importance) But in question number 10 only students give only ten points for
―faculty as a sufficient service provided by MU It can be assumed that students had higher
expectation before entering into university that they have got
Element ―Physical evidence is seen as not important for respondents Graph for question
number 7 shows that 69 of students did not check elements of ―Physical evidence Also
majority of students rate university facilities as ―Good with opportunity to select ―Excellent
46
status (in question number 8) On the other hand students rate university accommodation and
research environment as high enough (question number 10) It can be concluded that during
the process of choosing university students do not rely heavily on ―Physical evidence But
they did get reasonable service in ―Physical evidence while studying in MU
Second research question states ―Does the possibility of domestic market employability
after graduation plays the key role for choosing MU After analysis of relevant graphs and
tables it became clear that this factor (possibility to get employed) is very important for
students So question number 9 gets the highest score (16) for criteria in choosing MU ndash
―ability to get employment in home country and also high score for ―worldwide acceptable
diploma Even though students rate possibility to get employed as the highest criteria to
enter MU 39 of students are not sure or don not think they will obtain high paid job back
home Here is the point to work for MU administration Students rely on high standard
European education and English language education as a key criterion for being confident in
getting well paid job (question number 15)
The data analysis process constitutes the following
1 MU has convenient and useful bureaucratic functions which are considered as a strong
point in delivering knowledge without obstacles It is difficult to identify the level of
―processes in organization but some points can be highlighted in promotion materials It can
be description of functionality of Information System or description of easy courses
registration
2 Element ―People has deviation in what is expected and what is delivered Students
have a bit higher expectations on the level of teaching staff experience and competence It is
recommended to do a deeper research on the reasons for this deviation But for now it can be
decided to arrange seminars or trainings for teacher to improve their marketing knowledge
and explain commercial tendency in market of high education
3 University ―Physical evidence is has strong rate of sufficiency The only problem that
students do not feel need to pay attention on this element Here MU administration should put
accent on Including pictures of libraries with free Wi-fi canteens computer labs which have
good and pleasant conditions
4 The most important criteria for students to choose MU is high possibility to get
employed at home But this perspective lacks consistency because there is significant amount
of students who remain uncertain in the future employability This gap can be solved by
successful decision making of three elements above ―People ―Processes and ―Physical
47
evidence But it is recommended to conduct further survey questioning the reasons of
students` uncertainty in future employability Maybe the reason is not related to some weak
points in marketing mix but the problem in home countries itself (political instability
nepotism etc)
To sum up the general situation in four factors mentioned above ―processes should be
promoted to international students as a smooth tool in obtaining degree ―people should go
through training on how to deliver lecture in contemporary commercial world of high
education market ―physical evidence should be mentioned in promotion of MU ―student
employability will be interrelated with ―people plus MU has to install closer relationship
with international companies (internships provision seminars with company representatives
professional lectures from leading companies etc)
Secondary information has also a great help in increasing university attractiveness
Viral marketing can be applied to MU because question number 11 shows that internet search
engine is a key tool how students found about MU There is a video of experience Brno life
among Erasmus Students which can be remade as a good promotion video of student life on
campus For Masaryk University very effective tool will be Google Analytics giving a wide
scope of techniques on how to track differentiate and analyze visitors ―Google Analytics is
the enterprise-class web analytics solution that gives rich insights into the website traffic and
marketing effectiveness Powerful flexible and easy-to-use features now give opportunity to
see and analyze your traffic data in an entirely new way With Google Analytics it is easier to
write better-targeted ads strengthen marketing initiatives and create higher converting
websites (Google Analytics website)
In general MU marketing politics should involve techniques mentioned by Jarvis J in his
book ―What Would Google Do Companies must learn that they are better off when they
cede control to their customers Give us control we will use it and you will win
Also it is important to read blogs There are search engines for blogs like Technorati
Icerocket Google Bloglines Pub-sub where MU marketing officials can search for MU
discussion groups or some topics
MU officials should constantly maintain ―conversation with current students It is a good
idea to start communication with those bloggers who care enough to talk about MU products
and service and brand The least MU officials can do is engage them and join the
conversation Even further step can be done Ask consumers what they think MU
48
administration should do MU will end up with better products and do a better job selling
them to more satisfied customers who can even help each other if MU officials let them
Next it will be effective to start university blog where students openly and forthrightly
share the problems and the solutions as they occur There is no reason why a university dean
should not open a direct conversation with the public That will do more to change the
culturemdashto finally make it customer-focused and mean itmdashthan a dozen consultants a
hundred off- sites or a million ad impressions
During of development process of some programs or anything in university it is better to
involve students in this process also
The last but not the least is links on the website of MU There are three links on the ESF
faculty One of them is ―Review of economic perspectives ―call for papers and Citi Bank
banner There should be more links to Headhunters conferences industry associations
current job opportunities etc This gives website alive image and helpful time spending
49
CONCLUSION
This study has been conducted in favor of future Masaryk University prosperity in the
current commercial world Researcher had a strong motivation to give helpful secondary and
primary information which will foster university educational process in the frames of
contemporary world
Of course any research comes up with further recommendations to analyze questionable
matters in results obtained Researcher believes that this work is just another step to constant
need of self-improvement
Researcher advices to put more accent on IT support to promote university image and
therefore increate its attractiveness (Harry Hayward 2011) mentioned that 80 million hours
of video loaded to YouTube every minute So there is high potential for promotion Viral
video of MU will hit several aspects of university improvement brand product suite
differentiation lifestyle according to Dr DJToncich Apart of that it is recommended to
build system of values believes and attitudes among students and university staff and
promote this in the future According to Dr Mark Putman it is essential nowadays to educate
university staff about strategic role of marketing and branding Website analytics would be
useful for measurement and marketing analysis Search optimization engine is another tool on
how to maintain university webpage in the top 10 results in Google chrome or other web
search engines On YouTube there is option to post advertisement of a company only in the
videos which are related to the sphere of products or services company offer So MU might
sign a contract of including its advertisement on videos which has key words as ―education
―high ―in English etc
According to primary data obtained it is obvious that several aspects in MU marketing
mix do not match high criteria among students Once one factor ―People would be solved
through trainings and constant updating knowledge of personnel another interrelated problem
will be offset ndash ―Employability But there is no any research done on interdependence of
these two factors so for further analysis of situation another research should be taken The
main purpose of this research would be identification of cause and effect linkages between
50
―People ―Employability and other factors which influence studentslsquo ability to get high paid
job back home And there are a lot of those factors starting from political situation in the
country to the level of corruption and nepotism
MU has potential to improve its educational process as we do the students because we are
the main customers for our university But one thing should not be forgotten and it is
companies which have strong notion about reality in one or another specialization That is
why my last advice for Masaryk University is to appeal as a liaison entity between students
and companies
51
REFERENCES
Barabba Vincent P Zaltman Gerald 1991 ―Hearing the Voice of the Market Competitive
Advantage Through Creative Use of Market Information Chapter 5
Conway Tony Stephen Mackay David Yorke (1994) Strategic Planning in Higher
Education Who Are the Customers International Journal of Educational Management
Vol 8 Iss 6 pp29 ndash 36
Cooper Donald R Schindler Pamela S 2003 ―Business research methods 8th ed
Dillman Don A 2000 ―Mail and Internet Surveys The Tailored Design Method 2nd
Edition New York
Dekeba Alemayehu 2003 ―Basic of Marketing Research Methods
URL httpwwwglobuszcomebooksMarketingResearchindexhtm
Hemsley-Brown JV and Oplatka I2006 Universities in a competitive global marketplace
a systematic review of the literature on higher education marketinglsquo International Journal
of Public Sector Management Vol 19 No 4 pp 316-338
Harry Hayward ―The power of digital storytelling 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Hair Joseph F - Bush Robert P - Ortinau David J ―Marketing research within a changing
information environment 3rd ed2006
Hsuan-Fu Ho Chia-Chi Hung Marketing mix formulation for higher education An
integrated analysis employing analytic hierarchy process cluster analysis and
correspondence analysis International Journal of Educational Management Vol 2 Iss
4 2008
Jarowski Ajay K Kohli and Arvind Sahay 2000 ―Market ndash Driven Versus Driving
Markets Journal of the Academy of Marketing Science 45-54
Johnson Bob ―Mobile marketing in higher education getting ready for 1012 and beyond
2011
URLhttpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Jarvis J ―What Would Google Do Adobe Acrobat eBook Reader 2008
52
Jonathan Ivy A new higher education marketing mix the 7Ps for MBA marketing
International Journal of Educational Management Vol 22 Iss 4 2008
Kotler Philip Fox Karen FA 1985 Strategic Marketing for Educational Institutions
Mora Michaela ―What Is Statistical Significance 2011
URL httprelevantinsightscomtagsample-size
Nha Nguyen Gaston LeBlanc 2001 Image and Reputation of Higher Education Institutions
in Studentslsquo Retention Decisions International Journal of Educational Management
Vol 15 Iss 6
URL httpwwwemeraldinsightcomjournalshtmarticleid=838798amp
Oppenheim ldquoQuestionnaire Design Interviewing and Attitude Measurementrdquo 1992
Oud Jacqueline 2004 ―Market research versus marketing research
Pimpa Nattavud 2003 ―Internationalization and trade in higher education opportunities and
challenges
Putnam Mark ―Do you drive the agenda or go along for the ride 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Rakhee Vyas Anne L Souchon 2003 Symbolic Use of Export Information A
Multidisciplinary Approach to Conceptual Development and Key Consequences
International Marketing Review Vol 20 Iss 1 pp67 ndash 94
URL httpwwwemeraldinsightcomjournalshtmarticleid=855530
Rich Lyons ―Authentic branding how creating a school brand with culture and curriculum
just might help save us 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Robert S Michael ―Inquiry amp Scientific Method 2002
URL httpwwwindianaedu~educy520sec5982week_1inquiry_sci_method02pdf
Rodriguez G ―5 Questions to Help You Understand Your Customer 2004
URL httpwwwpowerhomebizcomvol146customerhtm
Sekaran Uma Bougie Johan Roger Gisbert2009 ―Research Methods for Business a Skill
Building Approach 5th ed
Singleton Royce A Jr and Bruce C Straits 1999 Approaches to Social Research (3rd
Edition) New York Oxford University Press
Smith Scott M Albaum Gerald S 2005 ―Fundamentals of Marketing Research
Snyder Bruce ―Maximizing the power of web analytics 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Toncich ―Study and Learning in the Australian University System
53
URL httpwwwdoctorteenetfilesunibook04_ppdf
WEBSITES
Experiment-Resourcescom ―Comparing Quantitative and Qualitative Research 2009
URL wwwexperiment-resourcescomquantitative-and-qualitative-researchhtml
Higher Education Marketing Company Canada
URL httpwwwhigher-education-marketingcomcontact
Google Analytics website
URL httpwwwgooglecomintlenanalytics
54
Appendix A Questionnaire
Dear respondent this questionnaire is created in terms of Master`s degree diploma thesis The main goal of
this survey is to improve Masaryk University attractiveness by deriving the reasons for choosing Masaryk
University in obtaining a degree The answers will be kept as confidential and would not be used in any
other purposes other than for this research If you would have any questions regarding the results of this
survey please contact me
Ilya Shaiderov (380502mailmunicz)
Thank you for your cooperation
1 Are you a current or prospective student ____________________
2 What specialization you are obtaining or intend to obtain in MU ____________________
3 Please specify your country of origin ____________________
4 Please rate the level of handling your first phone callemail inquiry by MU staff (only if it is
applicable to your case)
1 2 3 4 5
5 While considering MU as an option to study what criteria did (do) you analyze to check
professionalism of university teaching staff (you may choose several options)
a Number of courses teachers offer
b Quantity of publication of teachers
c Work experience in business sphere
d Academic Experience
e Professional title in business
f I didn`t analyze any information about academic staff in MU
No response
Insufficient response
Sufficient enough
Completely sufficient with additional information
Completely sufficient
55
6 (Only for current students) Could you characterize the process of courses registration usage of IS
system and other administrative and bureaucratic functions of university (please choose one in each
scale)
Convenience
1 2 3 4 5
Usage
1 2 3 4 5
7 (For both current and prospective students) While choosing MU did (do) you check quantity of
books in university library accessibility of electronic databases new editions of study materials
overall quality of library
Yes
No
8 (Only for current students) Please rate MU facilities (buildings classrooms computer labs etc) on
the matter of ―comfortability
1 2 3 4 5
Excellent Good Sufficient Not enough Bad
Completely Convenient
Rather Convenient
Convenient Rather Inconvenient
Completely Inconvenient
Completely Useful
Rather Useful
Useful Rather Useless
Completely Useless
56
9 (For both current and prospective students) How do you rate the following factors as criteria for
choosing MU (1- least important 5 ndash most important)
a Ability to get employment in home country
b Strong academic staff
c Excellent laboratory facilities
d Library facilities
e Worldwide acceptable diploma
10 Please choose (mark ―V) services that MU sufficiently provides to you as a student (in case you
are prospective student - should be provided)
___ Reasonable accommodation (covered by student)
___ The number of modules in the degree and big variety of elective courses
___ Student exchange programs
___ Research environment (sufficient up to date study materials computer labs laboratories etc)
___ Small class sizes
___ Internship possibility
___ Faculty (profound selection of PhD and profession specialists)
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
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e
n
t
o
r
t
3
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
r
t
h
e
4
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y
p
e
a
q
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o
t
e
f
r
o
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h
e
d
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c
u
m
e
n
t
o
r
t
5
[
T
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e
a
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t
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f
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o
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d
o
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n
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o
r
1 2
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3
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4
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d
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o
5
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n
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o
1 2
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y
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q
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f
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t
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o
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o
3
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y
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a
q
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o
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f
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o
m
t
h
e
d
o
c
u
m
e
n
t
o
r
4
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p
e
a
q
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o
t
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f
r
o
m
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h
e
d
o
c
u
m
e
n
t
5
[
T
y
p
e
a
q
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o
t
e
f
r
o
m
t
h
e
d
o
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u
m
e
n
1 2
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y
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e
a
q
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o
t
e
f
r
o
m
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h
e
d
o
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u
m
e
n
t
3
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a
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t
e
f
r
o
m
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d
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m
e
n
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o
4
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y
p
e
a
q
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o
t
e
f
r
o
m
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h
e
d
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c
u
m
e
n
5
[
T
y
p
e
a
q
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t
e
f
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o
m
t
h
e
d
o
c
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m
e
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
3
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
4
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
5
[
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
57
11 From what source you first found out about Masaryk University
a Website search engine
b Advice of friends parents etc
c TV
d Newspaper please specify____________
e Journals please specify____________
f Billboards
g Website banners please specify website_______________
h Other source__________________________
12 (Only for current students) If you had do it over again would you still choose MU If not please
specify why
a Yes
b Not sure
c Probably would
d Probably would not (please specify why)
__________________________________________________________________________________
__________________________________________________________________________________
________________________________________________________________
13 (Only for current students) Please describe your level of general satisfaction with university
a Not satisfied at all
b Neutral
c Satisfied
d Very satisfied
58
14 (For both current and prospective students) Do you think MU degree will help you to get above
average salary in your home country
a No b Probably not c Not sure d Probably yes c Yes
15 If you think that MU degree helps to get well paid job in your home country what might be
reasons for that (more than one reason can be selected)
a High standard European education d Possibility to pass internship in Europe
b Degree specialization choice e Other_________________________
c Education in English language
26
Method of Inquiry
As been mentioned in the theoretical part the first step in method of inquiry is observation
and description of a phenomenon or a group of related phenomena This step is known for its
qualitative methods of applicability
Have been studying for almost two years in MU and communicating with dozens of
international students I found several aspects to consider for MU attractiveness improvement
Students who stay longer than a semester differ from those who came just for one semester
under Erasmus exchange program This research deals with the first category of students and
for them it is important to have more frequent university-student correspondence Keeping the
fact that education process in Masaryk university different and complicated in terms of
Information Technology (student information system is very confusing with no English
version of some pages) there should be prepared an orientation seminars on how to effectively
use all university premises and surrounding city facilities It can be easily done with the help
of International Students Club which has excellent image among such clubs in Europe There
is orientation week for students but from the students point of view is more prepared to make
things done (like ISIC card issue register to information system) rather than providing
students with tools on how to achieve what they need to This can easily be done by
information system additional applications of city university map student forums and
discussion groups The information system should be done in more client friendly way with
good English translation of the web pages
This work would not include any hypothesis because of the chosen research design ndash
explorative
Research Methodology
In this will be applied nonexperimental method because of objectivity purposes There is
high risk of mislead and misinterpretation to the respondent which will affect the survey
results
Question number 1 2 3 in the survey (can be found in appendix of this work) was
included for the reason to find additional information from prospective students who intend to
continue their study Question number 11 gives idea on the effective media channel that
students got information from Question number 12 and 13 will help to summarize general
student opinion on MU and find some deviations from the rest of the questions
27
Below are the questions in the survey which relate to research question number 1 ―On what
element of marketing mix students relied more when choosing MU ―People ―Physical
evidence or ―Processes
Question number 4 6 7 was adopted from literature source (Jonathan Ivy 2008) of
theoretical part This question identifies the level of ―Processes element of marketing mix
Question number 5 based on the same literature source was adopted to verify another element
of marketing mix ndash ―People Question 8 uncovers the level of third element ―Physical
evidence Question number 10 encompasses all three elements to double check the main
criteria that students choose or consider MU to study
Below are questions in the survey which relate to research question number 2 ―Does the
possibility of domestic market employability after graduation plays the key role for choosing
MU
Questions number 14 and 15 will help to identify the level of studentslsquo motivation to enter
MU for the reason of higher chance of employability after graduation These questions were
adopted from literature source provided by Hsuan-Fu Ho and Chia-Chi Hung
Question number 9 relates to both research questions because it covers the scale of
significant factors that might affect student to choose MU
Research Design
The study entitled ―Quantitative Marketing Research attempts to accumulate the sequence
of procedures to conduct successful marketing research It has been chosen to use quantitative
research for the reason that study aims to find out the answer of a research questions through
numerical evidence This method enables researcher to gather existing information and data
regarding interrelationship between low rate of students registration to MU The study will
help to answer on two research questions posed in this work
Selection of data collection techniques
The study incorporates two techniques of data collection secondary and primary
collection Secondary information reveals current situation of HE marketing worldwide and
primary information helps to find the match up for solution of MU problem and secondary
information findings
28
Sample design
Researcher uses probability sample design with quantity of respondents equal to 26
Data collection
For study purposes data will be collected by giving out questionnaires to current and
prospective students who study or intend to study in English in MU Hard copy questionnaires
will be collected after respondents finish answering them Total collected questionnaires
amount to 26
Research errors
Population Specification error is mastered by questioning potential respondent whether
shehe studies in English Sampling difference researcher will overcome by keeping the
highest level of variety of respondents (by country of origin) Selection error is out of the
matter because researcher is not introduced to the majority of students studying in English
Nonresponse error may occur for the further purposes of the research respondents would be
asked the reasons for rejecting to fill out questionnaire The same procedure is for the
surrogate information ndash if researcher will not be able to get answers from respondents they
will be asked about the reason of rejection
22 Analysis and interpretation of data
Secondary and Primary data is analyzed and interpreted in section 23 and 24 below
23 Secondary data
Marketing communication of universities
As has been mentioned previously in this work the best option to collect relevant primary
data is to rely first on secondary information and then delve down in certain aspects by
collecting primary information In this item it will be explained what has been done in
marketing communication of universities around the world This part will also cover the
question of what communication strategies and tools the international universities use to
attract their students
29
From the first finding to start universities all over the world practicing advertising
campaigns with such words as ―Internationally renowned Award winning Prestigious
Proud history Career oriented etc But not all the time these sparkling words are real truth
―Does it actually matter whether a university has ―tradition if its current practice is poor
Does it matter if a university is ―internationally renowned if the particular course that is
being considered is known to be badly operated by local standards Does it really matter if a
university has ―a proud history if the present isnlsquot very good (Dr DJ Toncich2008)
Australian professor Dr DJ Toncich in 2008 published a book ―Study and Learning in
the Australian University System where he clearly stated various forms of
Marketing in universities of Australia ―The most common example of universities selling the
sizzle rather than the sausage appears in areas such as science engineering and architecture
where potential students are bombarded with glamorous images of spacecraft sky-scraper
buildings nuclear reactors and so on There are different ways how universities attract their
students There is a table provided by Dr DJ Toncich which explains the ways on how to
promote different parts of university image
Table 2 ―Ways on how to promote elements of university image
30
A ―Tool is a part of company (university in this case) image which should be promoted
And ―Vehicle is the way part of the image can be promoted ―Some key points to note are
that the mass media outlets (newspaper television and radio) having the broadest audience
are generally reserved for ―big picture marketing including the universitylsquos brand and
confidencereinforcement strategies Self-evidently promoting to the broadest audience is the
most costly way of getting a message out so the message needs to be simple and clear The
more specialized the audience however the more detailed the information ndash for example
university course guides and handbooks have the most specific audience and subsequently
the highest level of information density In these vehicles there is generally less content
related to the big picture issues of confidence and brand (Dr DJ Toncich 2008)
Nguyen amp Le Blanc (2001) focused on the image and reputation of the institution and
referred to the crucial role these factors played in the development of market positioning ndash
they drew on the well established concepts and theories in business sector marketing for their
study Bonsardi amp Ekwulugo (2003) who claimed that ―a centrally important principle of
marketing is that all marketing activities should be geared towards the customer also relied
on the literature used in business sector marketing and applied it to the context of higher
education
Branding is important for university to stand out in the market In ―ConnectEd
Symposium for the marketing of Higher Education (Chicago November 2011) Rich Lyons
(Dean Haas School of Business University of California Berkley) argued that
―What passes for branding in higher education is often nothing more than a catchy slogan
and logo Branding projects in universities sometimes evoke hostility indifference or bothmdash
or raise the question of why a good school would need to be so concerned about its image that
it would resort to ―corporate measures But when branding reaches deep to magnify a
schoollsquos differentiation and its core essence the result can be a powerful boost on multiple
dimensionsmdashstudent recruitment alumni interest fund raising media interest and so on And
it can resonate with key audiences emotionally to align what the school does with their
passion to change the world Dean Rich Lyons has led the Haas School of Business at UC
Berkeley in branding the school based on codifying its distinctive culture driving that culture
through its business processes and reforming its curriculum to produce a particular type of
leadermdasha path-bending leader The process is lengthy difficult and risks are high Learn why
the rewards of an authentic brand are worth the effort
31
According to this speech strong brand is coming from the culture of interaction among
students and all university staff Mainly students and professors should clearly understand
what matters mostly attracted them in chosen university (values believes attitudes etc should
match up with student`s)
Another aspect for university marketing start up procedure is reposition communications
as a strategic function in a more proactive attitude This matter has been covered by Dr Mark
Putnam President Central College IA in his article ―Do you drive the agenda or go along for
the ride In this article author ―sought to change the view of the marketing and
communications team from customer service providers to strategists He set a good example
with presidential blog using it to elevate the level of discourse at Central Putnam has a track
record for this kind of change management As senior vice president at Northeastern
University (Boston) he worked with the communications team to educate the university about
the strategic role of marketing and branding He comes by this perspective naturally (Dr
Mark Putnam 2011)
To improve university technical tools in attracting students mobile marketing is a great
way ―Mobile marketing brings challenges and opportunities to higher education when scarce
resources limit the ability to add new technologies and techniques to communication plans
We examine the mobile marketing landscape in search of whats most relevant to higher
education today with special attention to student recruitment and brand strength Areas
covered include site design for best task completion writing right for mobile sites monitoring
web analytics and integrating with traditional and social media websites (Bob Johnson
2011)
Another technical tool is digital video clips ―Video in its many forms is becoming a
major factor in our collective lives (80 million hours of video loaded to YouTube every
minute for example) As digital storytelling it is also being used in a variety of ways to build
brand equity with internal and external audiences Outcomes will be a better awareness of the
current trends in using video as a brand building tool and a field guide for teaching others
within the organization to make powerful digital stories Im currently using the workshop at
the UW to train students who will study abroad to make and distribute good quality video
about their experiences (Harry Hayward 2011) In case of brand building using video
assistance viral marketing campaign might work And the last idea which will increase
university profit is web site analytics ―The website is not only a conduit for most of your
marketing efforts todaymdashitlsquos also an incredible tool for measurement and marketing analysis
32
With web analytics you can better quantify the impact of your marketing campaigns improve
the effectiveness of your website segment visitors for micro-marketing efforts and generate
valuable marketing intelligence (Bruce Snyder 2011)
Marketing is the process of customer identification (needs views preferences financial
possibility to buy certain product) This task will be done through primary information
analysis Another task in marketing is development of ―analytics-driven approach to help to
reach a targeted student through search engines mobile smartphones text messaging email
newsletters and social media (Higher Education Marketing Company) This company has a
straight and logic view on marketing process in university which provides a wide scope of
services Google Analytics Search Engine Optimization Pay Per Click Marketing Social
Media Marketing Google Maps amp Local Search Web Design amp Development Mobile
Marketing Short Message Service (SMS) Another very effective tool is SEO (search engine
optimization) which allows embedding into the company website option for the most
important (most likely needed) words phrases while creating company web pages This set of
words with high possibility that potential customer will dial up will give opportunity for the
company website to pop up in the top list of the search engine (Google chrome yahoo etc)
Under research problem ndash low enrollment of students the researcher should look for the
findings of other studies relevant to this study problem The questions to start with are ―What
factors in university marketing practices are missing to achieve constant enrollment growth
―Is there any interrelationship of those factors and university attractiveness growth
One of the studies has been conducted among students registered state subsidized
universities in South Africa The purpose of this paper was to present a new marketing mix
based on MBA studentslsquo attitudes and opinions towards the marketing initiatives of business
schools in South Africa The findings of this study revealed showed seven quite distinct
underlying factors in the marketing activities of these business schools some covering the
same elements of the traditional marketing mix people promotion and price There were
however four different elements programme prominence prospectus and premiums ―The
marketing mix is a set of controllable marketing tools that an institution uses to produce the
response it wants from its various target markets It consists of everything that the university
can do to influence the demand for the services that its offers Tangible products have
traditionally used a 4Ps model the services sector on the other hand uses a 7P approach in
order to satisfy the needs of the service providerlsquos customers product price place
promotion people physical facilities and processes The product is what is being sold It is
33
more than a simple set of tangible features it is a complex bundle of benefits that satisfy
customer needs The price element of the services marketing mix is dominated by what is
being charged for the degree or tuition fees that are required to enroll at the university Place
is the distribution method that the university adopts to provide the tuition to its market in a
manner that meets if not exceeds student expectations Promotion encompasses all the tools
that universities can use to provide the market with information on its offerings advertising
publicity public relations and sales promotional efforts (Jonathan Ivy 2008) This traditional
model encompasses tools which deal with tangible products In case of university it provides
intangible product which needs more tools for promotion Fifth tool is people who are
considered as a staff in university (academic administrative and support staff) To have a
prominent image university should have teaching staff reputations PhD holders Professorial
title holders Also administrative staff can also play an important role to attain prospective
students by simply providing professional phone call inquiry
The newest addition to the marketing mix is physical evidence and processes Physical
evidence is attributed to internal and external appearance of the entity (from teaching
materials to facade of the building and lecture rooms) ―Processes are all the administrative
and bureaucratic functions of the university from the handling of enquiries to registration
from course evaluation to examinations from result dissemination to graduation to name but
a few During the period that the student is registered processes need to be set in motion to
ensure that the student registers for the correct courses has marks or grades correctly
calculated and entered against the studentlsquos name and is ultimately awarded the correct
qualification While this might seem quite straight forward there are numerous other
processes that need to be implemented concurrently (with the finance system
accommodation time tabling and the library) to ensure the highest level of student
satisfaction The findings of this research suggest that the traditional 4- 5- and indeed 7P
marketing services marketing mix may not be the best way to approach the marketing of
MBA programs in South Africa Using principal components factor analysis on 25 commonly
used marketing tools indicates that four new distinctive and independent elements exist along
with three elements from the traditional marketing mix (Jonathan Ivy 2008) The most
important element from the marketing mix was ―program element (the range of electives in
the degree choice of majors) The second was ―prominence of the degree (academic staff
reputations position on league tables or MBA reviews in the popular press) The traditional
promotions element of the marketing mix was split into two areas standard mass media
34
advertising and hard copy promotional materials such as the university prospectus and direct
mail posted to prospective students called ―prospectus in the MBA marketing mix The
price element is dominated by flexible payment of tuition fees which means that students are
price sensitive and looking for payment flexibility The people element has had a small
modification with face-to-face teaching being included along with personal contact with
graduates and open day attendance The final element of the new marketing mix is called
premiums This is a diverse element of the mix which included accommodation the number
of modules in the degree student exchange programmes university computer facilities and
class sizes While this element was considered the least important of the marketing tools not
offering some of these items could seriously damage the recruitment prospects of a business
school Indeed some items would be considered a standard offering of a university and
expected by a student without further consideration or evaluation (Jonathan Ivy 2008)
So from this study researcher may answer on the posed questions before There is indeed
some other factors out of the standard marketing mix which in this case (higher education
marketing) play a key role In order to finally apply those factors into the practical
implementation researcher should check whether all of those factors remain important for
MU For this purpose primary data should be collected by creating questionnaire which
includes new marketing mix tools
Another study conducted in the realm of marketing communications in Taiwan includes
other findings The purpose of this study was to examine how a graduate institute at National
Chiayi University (NCYU) by using a model that integrates analytic hierarchy process
cluster analysis and correspondence analysis can develop effective marketing strategies
This research revealed that even though universities and colleges in Taiwan have
increasingly realized the importance of having sound marketing strategies to stay competitive
they have concentrated their marketing strategies on promotion ndash advertising tuition
reduction scholarships etc This trend has often obscured the fact that marketing should be
based on customer needs with better efforts made to fulfill these needs Although market
segmentation and positioning enable marketers and institutional planners in higher education
to understand customer needs and to visualize institutional advantages in relation to their
competitorslsquo positions these are relatively new endeavors in educational marketing in
Taiwan
The results display that the five most important factors for studentslsquo school selection
were employability curriculum academic reputation faculty and research environment
35
Students perceived NCYU to be strongly associated with lower tuition fewer entrance-exam
subjects lower entrance-exam pass rates and easier graduation requirements (Hsuan-Fu Ho
Chia-Chi Hung 2008)
In order to verify whether such criteria are also indisputable preconditions for choosing
MU as a potential tertiary institution they should be included into the study questionnaire
As we can see that in secondary information there are many ways on how to improve
university standing and how to reach a customer But this information does not give us the
picture of Masaryk University customer why she chose MU what were the preferences to
choose it where she first time got to know about it and etc That is why for this part ndash to get
the picture of MU customer from primary data collection and then apply appropriate tools that
have been mentioned before would be a good combination for a successful marketing
campaign
24 Primary data
For the purpose of this study ndash increase MU attractiveness primary data has been
collected Researcher developed questionnaire which consists of 15 questions and randomly
gave out to international students The main goal of this questionnaire is to answer two
research questions set by researcher
1 On what element of marketing mix students relied more when choosing MU ―People
―Physical evidence or ―Processes
2 Does the possibility of domestic market employability after graduation plays the key role
for choosing MU
These two research questions will help to get a clue on how specifically to improve
attractiveness of MU
Data is analyzed by using excel Microsoft office application with support of various graphs
and tables It has been calculated that majority of respondents are current students in MU
which gives more in depth data describing university attractiveness
36
Graph 1 ―Identification of students` status
It is 62 of respondents stated that they are currently study in MU This will bring more in
depth data from the survey
Specializations have wider split up with two major elements Informatics and Medicine
amount to 32 and 27 accordingly Unfortunately there are no any students from sport
faculty As it has been mentioned respondents were chosen randomly so it can be obvious
that there is big amount of students studying or intend to study medicine and informatics
Graph 2 ―Identification variability of specializations
37
Country of origin table shows that students from Slovakia have majority Probably
because of country and national closeness to Czech Republic The second biggest majority is
students from United Kindom after them students from Russia and Hungary
Graph 3 ―Country of origin split up
Question number 4 relates to first research question (On what element of marketing mix
students relied more when choosing MU ―People ―Physical evidence or ―Processes)
which specifies the level of ―Process element in MU In general the level of handling phone
callemail is acceptable with 14 respondents answered as completely sufficient or completely
sufficient with additional information This shows that majority of students are satisfied with
first impression of contacting MU
38
Chart 3 ―Level of handling callemail inquiry
Question number 5 explains another element in first research question which is ―People It
is evident that for majority of students academic experience is the most important to know
about professors professionalism But it is also a big quantity of those who did not analyze
any information Five students responded that work experience in business sphere is a key
criteria to choose MU
Chart 4 ―Criteria for identifying professionalism of university teaching staff
The ―Process element is evaluated in question number six which explains the level of
administrative and bureaucratic functions in MU on the matter of convenience and usage
Number of courses
teachers offer
Quantity of
publication of
teachers
Work experience
in business sphere Academic
Experience Professional
title in
business
I didn`t analyze
any information
about academic
staff in MU
39
Chart 5 ―Convenience
On the chart it is shown that students rate these functions as convenient with only several
students who perceive it as rather inconvenient On the ―Usage chart it has also positive
trend representing that MU administrative and bureaucratic process is highly useful
Chart 6 ―Usage
Question number seven explains third element ―Physical evidence In graph below it is
obvious that majority of students do not check this element while choosing MU
40
Graph 4 ―Identification of processes element
69 replied negatively and 31 positively which means that this factor does not play a
key role in selecting university Majority of students rate MU facilities as comfortable It is
shown in the table below that eleven students rate facilities as good
Chart 7 ―Identification of physical evidence element
Question number nine encompasses several criteria which were taken from two elements of
marketing mix ―People and ―Physical evidence and some were not from this marketing
mix like ―ability to get employment in home country ―worldwide acceptable diploma
These two factors were taken from the second research question ―Does the possibility of
41
domestic market employability after graduation plays the key role for choosing MU Results
showed that students highly value ―ability to get employment in home country (16
respondents gave highest score) Also highly rated MU diploma as worldwide acceptable (15
respondents gave the highest score) Also for respondents it is important (with lower grading
score ndash ―4) ―Strong academic staff and ―Excellent laboratory facilities
Chart 8 ―MU criteria
Question number 10 includes set of common services that university provides to students
This question helps to understand what services MU provides sufficiently to students Results
showed that sufficient services that MU provides are almost all which have been mentioned in
the options list Only ―Small class sizes do not meet big majority expectations
a Ability to get
employment in home
country
b Strong
academic staff
d Library
facilities
c Excellent
laboratory
facilities
e Worldwide
acceptable diploma
42
Chart 9 ―MU services
Interesting results gave to the researcher questions number 11 which shows that mostly
students got to know about MU from internet search engines and from relativeslsquo advice
Graph 5 ―Media channel of MU
Question number 12 and 13 give overall satisfaction level with MU Question number 12
has been adopted from theoretical part which asks whether student is ready to enter university
again if heshe would have the same opportunity Question number 13 is double-checking this
statement Results are showing that majority of respondents would enter MU again and they
are satisfied with overall MU educational service
Reasonable
accommodation
Exchange
programs
Number of
modules
Small class
sizes
Internship
possibility
Research
environment Faculty
43
Graph 6 ―Choosing MU
Graph 7 ―General satisfaction of MU
Although researcher might observe big quantity of students who are relactant to answer
Graph derived from question 12 shows that half of respondents do not have such a strong
feeling to reenter MU The same situation is in general satisfaction of MU where 38
remained neutral
The last two questions deal with second research question And here results are varied
Graph 8 derived from question 14 depicts that MU degree is not that helpful for getting the
job back in home country Only 23 answered that degree surely will help to get a high paid
44
position 38 replied as ―probably yes 35 answered as ―not sure and 4 answered
―probably not So around 61 of respondents feel positive about successful employment
back home the rest are not that confident
Graph 8 ―Employability element
Graph 9 ―Employability element second question
If respondents replied positively on 14th
question then they were asked to state the reason
for this As it can be seen above high standard European education is playing a key role for
successful employment Also the rest of options have high scores too
45
RESEARCH REPORT
In the purpose of survey it was essential to understand which of three elements in
marketing mix (―People ―Processes and ―Physical evidence) students rely more and
therefore less while choosing MU According to study made in South Africa by Jonathan Ivy
there are seven elements in marketing mix which all equally important for improving
company attractiveness in service business Researcher of this study picked three out of
seven because they more closely respond to actual service oriented company The rest four
elements (product price promotion place) were existing before as traditional marketing mix
for all types of businesses So the element ―Processes uncovers with questions number 4 and
6 From the graphs it is obvious that students are satisfied with this marketing mix This gives
university strong point in attracting students Call email handling Information system
functionality and other bureaucratic functions work sufficiently well 22 students rated
callemail handling as positive Usage and convenience of different MU functional processes
are also positively appreciated with 13 students for convenience and 15 for usefulness From
this data it can be clearly stated that students do rely on effective functions of MU
Element ―People is identified in questions 5 9 and 10 Question 5 gives information that
students do not mainly rely on ―People element while choosing MU 9 students did not
analyze any information about professionalism of university teaching staff Meanwhile the
main factor on what students pay attention is academic experience of teachers But answers
for the questions 9 and 10 gives a tendency that students do rate criteria ―Professionalism of
teachers high but actually they give lower score for this actual criteria in question number
10 In question number 5 students chose different aspects of professionalism of teachers as a
criteria to enter MU Total score for professionalism aspects is 4+4+5+10+4=27 Also in
question number 9 criteria ―strong academic staff accumulates 17 points (it is taken only 4
and 5 levels of importance) But in question number 10 only students give only ten points for
―faculty as a sufficient service provided by MU It can be assumed that students had higher
expectation before entering into university that they have got
Element ―Physical evidence is seen as not important for respondents Graph for question
number 7 shows that 69 of students did not check elements of ―Physical evidence Also
majority of students rate university facilities as ―Good with opportunity to select ―Excellent
46
status (in question number 8) On the other hand students rate university accommodation and
research environment as high enough (question number 10) It can be concluded that during
the process of choosing university students do not rely heavily on ―Physical evidence But
they did get reasonable service in ―Physical evidence while studying in MU
Second research question states ―Does the possibility of domestic market employability
after graduation plays the key role for choosing MU After analysis of relevant graphs and
tables it became clear that this factor (possibility to get employed) is very important for
students So question number 9 gets the highest score (16) for criteria in choosing MU ndash
―ability to get employment in home country and also high score for ―worldwide acceptable
diploma Even though students rate possibility to get employed as the highest criteria to
enter MU 39 of students are not sure or don not think they will obtain high paid job back
home Here is the point to work for MU administration Students rely on high standard
European education and English language education as a key criterion for being confident in
getting well paid job (question number 15)
The data analysis process constitutes the following
1 MU has convenient and useful bureaucratic functions which are considered as a strong
point in delivering knowledge without obstacles It is difficult to identify the level of
―processes in organization but some points can be highlighted in promotion materials It can
be description of functionality of Information System or description of easy courses
registration
2 Element ―People has deviation in what is expected and what is delivered Students
have a bit higher expectations on the level of teaching staff experience and competence It is
recommended to do a deeper research on the reasons for this deviation But for now it can be
decided to arrange seminars or trainings for teacher to improve their marketing knowledge
and explain commercial tendency in market of high education
3 University ―Physical evidence is has strong rate of sufficiency The only problem that
students do not feel need to pay attention on this element Here MU administration should put
accent on Including pictures of libraries with free Wi-fi canteens computer labs which have
good and pleasant conditions
4 The most important criteria for students to choose MU is high possibility to get
employed at home But this perspective lacks consistency because there is significant amount
of students who remain uncertain in the future employability This gap can be solved by
successful decision making of three elements above ―People ―Processes and ―Physical
47
evidence But it is recommended to conduct further survey questioning the reasons of
students` uncertainty in future employability Maybe the reason is not related to some weak
points in marketing mix but the problem in home countries itself (political instability
nepotism etc)
To sum up the general situation in four factors mentioned above ―processes should be
promoted to international students as a smooth tool in obtaining degree ―people should go
through training on how to deliver lecture in contemporary commercial world of high
education market ―physical evidence should be mentioned in promotion of MU ―student
employability will be interrelated with ―people plus MU has to install closer relationship
with international companies (internships provision seminars with company representatives
professional lectures from leading companies etc)
Secondary information has also a great help in increasing university attractiveness
Viral marketing can be applied to MU because question number 11 shows that internet search
engine is a key tool how students found about MU There is a video of experience Brno life
among Erasmus Students which can be remade as a good promotion video of student life on
campus For Masaryk University very effective tool will be Google Analytics giving a wide
scope of techniques on how to track differentiate and analyze visitors ―Google Analytics is
the enterprise-class web analytics solution that gives rich insights into the website traffic and
marketing effectiveness Powerful flexible and easy-to-use features now give opportunity to
see and analyze your traffic data in an entirely new way With Google Analytics it is easier to
write better-targeted ads strengthen marketing initiatives and create higher converting
websites (Google Analytics website)
In general MU marketing politics should involve techniques mentioned by Jarvis J in his
book ―What Would Google Do Companies must learn that they are better off when they
cede control to their customers Give us control we will use it and you will win
Also it is important to read blogs There are search engines for blogs like Technorati
Icerocket Google Bloglines Pub-sub where MU marketing officials can search for MU
discussion groups or some topics
MU officials should constantly maintain ―conversation with current students It is a good
idea to start communication with those bloggers who care enough to talk about MU products
and service and brand The least MU officials can do is engage them and join the
conversation Even further step can be done Ask consumers what they think MU
48
administration should do MU will end up with better products and do a better job selling
them to more satisfied customers who can even help each other if MU officials let them
Next it will be effective to start university blog where students openly and forthrightly
share the problems and the solutions as they occur There is no reason why a university dean
should not open a direct conversation with the public That will do more to change the
culturemdashto finally make it customer-focused and mean itmdashthan a dozen consultants a
hundred off- sites or a million ad impressions
During of development process of some programs or anything in university it is better to
involve students in this process also
The last but not the least is links on the website of MU There are three links on the ESF
faculty One of them is ―Review of economic perspectives ―call for papers and Citi Bank
banner There should be more links to Headhunters conferences industry associations
current job opportunities etc This gives website alive image and helpful time spending
49
CONCLUSION
This study has been conducted in favor of future Masaryk University prosperity in the
current commercial world Researcher had a strong motivation to give helpful secondary and
primary information which will foster university educational process in the frames of
contemporary world
Of course any research comes up with further recommendations to analyze questionable
matters in results obtained Researcher believes that this work is just another step to constant
need of self-improvement
Researcher advices to put more accent on IT support to promote university image and
therefore increate its attractiveness (Harry Hayward 2011) mentioned that 80 million hours
of video loaded to YouTube every minute So there is high potential for promotion Viral
video of MU will hit several aspects of university improvement brand product suite
differentiation lifestyle according to Dr DJToncich Apart of that it is recommended to
build system of values believes and attitudes among students and university staff and
promote this in the future According to Dr Mark Putman it is essential nowadays to educate
university staff about strategic role of marketing and branding Website analytics would be
useful for measurement and marketing analysis Search optimization engine is another tool on
how to maintain university webpage in the top 10 results in Google chrome or other web
search engines On YouTube there is option to post advertisement of a company only in the
videos which are related to the sphere of products or services company offer So MU might
sign a contract of including its advertisement on videos which has key words as ―education
―high ―in English etc
According to primary data obtained it is obvious that several aspects in MU marketing
mix do not match high criteria among students Once one factor ―People would be solved
through trainings and constant updating knowledge of personnel another interrelated problem
will be offset ndash ―Employability But there is no any research done on interdependence of
these two factors so for further analysis of situation another research should be taken The
main purpose of this research would be identification of cause and effect linkages between
50
―People ―Employability and other factors which influence studentslsquo ability to get high paid
job back home And there are a lot of those factors starting from political situation in the
country to the level of corruption and nepotism
MU has potential to improve its educational process as we do the students because we are
the main customers for our university But one thing should not be forgotten and it is
companies which have strong notion about reality in one or another specialization That is
why my last advice for Masaryk University is to appeal as a liaison entity between students
and companies
51
REFERENCES
Barabba Vincent P Zaltman Gerald 1991 ―Hearing the Voice of the Market Competitive
Advantage Through Creative Use of Market Information Chapter 5
Conway Tony Stephen Mackay David Yorke (1994) Strategic Planning in Higher
Education Who Are the Customers International Journal of Educational Management
Vol 8 Iss 6 pp29 ndash 36
Cooper Donald R Schindler Pamela S 2003 ―Business research methods 8th ed
Dillman Don A 2000 ―Mail and Internet Surveys The Tailored Design Method 2nd
Edition New York
Dekeba Alemayehu 2003 ―Basic of Marketing Research Methods
URL httpwwwglobuszcomebooksMarketingResearchindexhtm
Hemsley-Brown JV and Oplatka I2006 Universities in a competitive global marketplace
a systematic review of the literature on higher education marketinglsquo International Journal
of Public Sector Management Vol 19 No 4 pp 316-338
Harry Hayward ―The power of digital storytelling 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Hair Joseph F - Bush Robert P - Ortinau David J ―Marketing research within a changing
information environment 3rd ed2006
Hsuan-Fu Ho Chia-Chi Hung Marketing mix formulation for higher education An
integrated analysis employing analytic hierarchy process cluster analysis and
correspondence analysis International Journal of Educational Management Vol 2 Iss
4 2008
Jarowski Ajay K Kohli and Arvind Sahay 2000 ―Market ndash Driven Versus Driving
Markets Journal of the Academy of Marketing Science 45-54
Johnson Bob ―Mobile marketing in higher education getting ready for 1012 and beyond
2011
URLhttpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Jarvis J ―What Would Google Do Adobe Acrobat eBook Reader 2008
52
Jonathan Ivy A new higher education marketing mix the 7Ps for MBA marketing
International Journal of Educational Management Vol 22 Iss 4 2008
Kotler Philip Fox Karen FA 1985 Strategic Marketing for Educational Institutions
Mora Michaela ―What Is Statistical Significance 2011
URL httprelevantinsightscomtagsample-size
Nha Nguyen Gaston LeBlanc 2001 Image and Reputation of Higher Education Institutions
in Studentslsquo Retention Decisions International Journal of Educational Management
Vol 15 Iss 6
URL httpwwwemeraldinsightcomjournalshtmarticleid=838798amp
Oppenheim ldquoQuestionnaire Design Interviewing and Attitude Measurementrdquo 1992
Oud Jacqueline 2004 ―Market research versus marketing research
Pimpa Nattavud 2003 ―Internationalization and trade in higher education opportunities and
challenges
Putnam Mark ―Do you drive the agenda or go along for the ride 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Rakhee Vyas Anne L Souchon 2003 Symbolic Use of Export Information A
Multidisciplinary Approach to Conceptual Development and Key Consequences
International Marketing Review Vol 20 Iss 1 pp67 ndash 94
URL httpwwwemeraldinsightcomjournalshtmarticleid=855530
Rich Lyons ―Authentic branding how creating a school brand with culture and curriculum
just might help save us 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Robert S Michael ―Inquiry amp Scientific Method 2002
URL httpwwwindianaedu~educy520sec5982week_1inquiry_sci_method02pdf
Rodriguez G ―5 Questions to Help You Understand Your Customer 2004
URL httpwwwpowerhomebizcomvol146customerhtm
Sekaran Uma Bougie Johan Roger Gisbert2009 ―Research Methods for Business a Skill
Building Approach 5th ed
Singleton Royce A Jr and Bruce C Straits 1999 Approaches to Social Research (3rd
Edition) New York Oxford University Press
Smith Scott M Albaum Gerald S 2005 ―Fundamentals of Marketing Research
Snyder Bruce ―Maximizing the power of web analytics 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Toncich ―Study and Learning in the Australian University System
53
URL httpwwwdoctorteenetfilesunibook04_ppdf
WEBSITES
Experiment-Resourcescom ―Comparing Quantitative and Qualitative Research 2009
URL wwwexperiment-resourcescomquantitative-and-qualitative-researchhtml
Higher Education Marketing Company Canada
URL httpwwwhigher-education-marketingcomcontact
Google Analytics website
URL httpwwwgooglecomintlenanalytics
54
Appendix A Questionnaire
Dear respondent this questionnaire is created in terms of Master`s degree diploma thesis The main goal of
this survey is to improve Masaryk University attractiveness by deriving the reasons for choosing Masaryk
University in obtaining a degree The answers will be kept as confidential and would not be used in any
other purposes other than for this research If you would have any questions regarding the results of this
survey please contact me
Ilya Shaiderov (380502mailmunicz)
Thank you for your cooperation
1 Are you a current or prospective student ____________________
2 What specialization you are obtaining or intend to obtain in MU ____________________
3 Please specify your country of origin ____________________
4 Please rate the level of handling your first phone callemail inquiry by MU staff (only if it is
applicable to your case)
1 2 3 4 5
5 While considering MU as an option to study what criteria did (do) you analyze to check
professionalism of university teaching staff (you may choose several options)
a Number of courses teachers offer
b Quantity of publication of teachers
c Work experience in business sphere
d Academic Experience
e Professional title in business
f I didn`t analyze any information about academic staff in MU
No response
Insufficient response
Sufficient enough
Completely sufficient with additional information
Completely sufficient
55
6 (Only for current students) Could you characterize the process of courses registration usage of IS
system and other administrative and bureaucratic functions of university (please choose one in each
scale)
Convenience
1 2 3 4 5
Usage
1 2 3 4 5
7 (For both current and prospective students) While choosing MU did (do) you check quantity of
books in university library accessibility of electronic databases new editions of study materials
overall quality of library
Yes
No
8 (Only for current students) Please rate MU facilities (buildings classrooms computer labs etc) on
the matter of ―comfortability
1 2 3 4 5
Excellent Good Sufficient Not enough Bad
Completely Convenient
Rather Convenient
Convenient Rather Inconvenient
Completely Inconvenient
Completely Useful
Rather Useful
Useful Rather Useless
Completely Useless
56
9 (For both current and prospective students) How do you rate the following factors as criteria for
choosing MU (1- least important 5 ndash most important)
a Ability to get employment in home country
b Strong academic staff
c Excellent laboratory facilities
d Library facilities
e Worldwide acceptable diploma
10 Please choose (mark ―V) services that MU sufficiently provides to you as a student (in case you
are prospective student - should be provided)
___ Reasonable accommodation (covered by student)
___ The number of modules in the degree and big variety of elective courses
___ Student exchange programs
___ Research environment (sufficient up to date study materials computer labs laboratories etc)
___ Small class sizes
___ Internship possibility
___ Faculty (profound selection of PhD and profession specialists)
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
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3
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1 2
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1 2
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r
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4
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[
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a
q
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f
r
o
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d
o
c
u
m
57
11 From what source you first found out about Masaryk University
a Website search engine
b Advice of friends parents etc
c TV
d Newspaper please specify____________
e Journals please specify____________
f Billboards
g Website banners please specify website_______________
h Other source__________________________
12 (Only for current students) If you had do it over again would you still choose MU If not please
specify why
a Yes
b Not sure
c Probably would
d Probably would not (please specify why)
__________________________________________________________________________________
__________________________________________________________________________________
________________________________________________________________
13 (Only for current students) Please describe your level of general satisfaction with university
a Not satisfied at all
b Neutral
c Satisfied
d Very satisfied
58
14 (For both current and prospective students) Do you think MU degree will help you to get above
average salary in your home country
a No b Probably not c Not sure d Probably yes c Yes
15 If you think that MU degree helps to get well paid job in your home country what might be
reasons for that (more than one reason can be selected)
a High standard European education d Possibility to pass internship in Europe
b Degree specialization choice e Other_________________________
c Education in English language
27
Below are the questions in the survey which relate to research question number 1 ―On what
element of marketing mix students relied more when choosing MU ―People ―Physical
evidence or ―Processes
Question number 4 6 7 was adopted from literature source (Jonathan Ivy 2008) of
theoretical part This question identifies the level of ―Processes element of marketing mix
Question number 5 based on the same literature source was adopted to verify another element
of marketing mix ndash ―People Question 8 uncovers the level of third element ―Physical
evidence Question number 10 encompasses all three elements to double check the main
criteria that students choose or consider MU to study
Below are questions in the survey which relate to research question number 2 ―Does the
possibility of domestic market employability after graduation plays the key role for choosing
MU
Questions number 14 and 15 will help to identify the level of studentslsquo motivation to enter
MU for the reason of higher chance of employability after graduation These questions were
adopted from literature source provided by Hsuan-Fu Ho and Chia-Chi Hung
Question number 9 relates to both research questions because it covers the scale of
significant factors that might affect student to choose MU
Research Design
The study entitled ―Quantitative Marketing Research attempts to accumulate the sequence
of procedures to conduct successful marketing research It has been chosen to use quantitative
research for the reason that study aims to find out the answer of a research questions through
numerical evidence This method enables researcher to gather existing information and data
regarding interrelationship between low rate of students registration to MU The study will
help to answer on two research questions posed in this work
Selection of data collection techniques
The study incorporates two techniques of data collection secondary and primary
collection Secondary information reveals current situation of HE marketing worldwide and
primary information helps to find the match up for solution of MU problem and secondary
information findings
28
Sample design
Researcher uses probability sample design with quantity of respondents equal to 26
Data collection
For study purposes data will be collected by giving out questionnaires to current and
prospective students who study or intend to study in English in MU Hard copy questionnaires
will be collected after respondents finish answering them Total collected questionnaires
amount to 26
Research errors
Population Specification error is mastered by questioning potential respondent whether
shehe studies in English Sampling difference researcher will overcome by keeping the
highest level of variety of respondents (by country of origin) Selection error is out of the
matter because researcher is not introduced to the majority of students studying in English
Nonresponse error may occur for the further purposes of the research respondents would be
asked the reasons for rejecting to fill out questionnaire The same procedure is for the
surrogate information ndash if researcher will not be able to get answers from respondents they
will be asked about the reason of rejection
22 Analysis and interpretation of data
Secondary and Primary data is analyzed and interpreted in section 23 and 24 below
23 Secondary data
Marketing communication of universities
As has been mentioned previously in this work the best option to collect relevant primary
data is to rely first on secondary information and then delve down in certain aspects by
collecting primary information In this item it will be explained what has been done in
marketing communication of universities around the world This part will also cover the
question of what communication strategies and tools the international universities use to
attract their students
29
From the first finding to start universities all over the world practicing advertising
campaigns with such words as ―Internationally renowned Award winning Prestigious
Proud history Career oriented etc But not all the time these sparkling words are real truth
―Does it actually matter whether a university has ―tradition if its current practice is poor
Does it matter if a university is ―internationally renowned if the particular course that is
being considered is known to be badly operated by local standards Does it really matter if a
university has ―a proud history if the present isnlsquot very good (Dr DJ Toncich2008)
Australian professor Dr DJ Toncich in 2008 published a book ―Study and Learning in
the Australian University System where he clearly stated various forms of
Marketing in universities of Australia ―The most common example of universities selling the
sizzle rather than the sausage appears in areas such as science engineering and architecture
where potential students are bombarded with glamorous images of spacecraft sky-scraper
buildings nuclear reactors and so on There are different ways how universities attract their
students There is a table provided by Dr DJ Toncich which explains the ways on how to
promote different parts of university image
Table 2 ―Ways on how to promote elements of university image
30
A ―Tool is a part of company (university in this case) image which should be promoted
And ―Vehicle is the way part of the image can be promoted ―Some key points to note are
that the mass media outlets (newspaper television and radio) having the broadest audience
are generally reserved for ―big picture marketing including the universitylsquos brand and
confidencereinforcement strategies Self-evidently promoting to the broadest audience is the
most costly way of getting a message out so the message needs to be simple and clear The
more specialized the audience however the more detailed the information ndash for example
university course guides and handbooks have the most specific audience and subsequently
the highest level of information density In these vehicles there is generally less content
related to the big picture issues of confidence and brand (Dr DJ Toncich 2008)
Nguyen amp Le Blanc (2001) focused on the image and reputation of the institution and
referred to the crucial role these factors played in the development of market positioning ndash
they drew on the well established concepts and theories in business sector marketing for their
study Bonsardi amp Ekwulugo (2003) who claimed that ―a centrally important principle of
marketing is that all marketing activities should be geared towards the customer also relied
on the literature used in business sector marketing and applied it to the context of higher
education
Branding is important for university to stand out in the market In ―ConnectEd
Symposium for the marketing of Higher Education (Chicago November 2011) Rich Lyons
(Dean Haas School of Business University of California Berkley) argued that
―What passes for branding in higher education is often nothing more than a catchy slogan
and logo Branding projects in universities sometimes evoke hostility indifference or bothmdash
or raise the question of why a good school would need to be so concerned about its image that
it would resort to ―corporate measures But when branding reaches deep to magnify a
schoollsquos differentiation and its core essence the result can be a powerful boost on multiple
dimensionsmdashstudent recruitment alumni interest fund raising media interest and so on And
it can resonate with key audiences emotionally to align what the school does with their
passion to change the world Dean Rich Lyons has led the Haas School of Business at UC
Berkeley in branding the school based on codifying its distinctive culture driving that culture
through its business processes and reforming its curriculum to produce a particular type of
leadermdasha path-bending leader The process is lengthy difficult and risks are high Learn why
the rewards of an authentic brand are worth the effort
31
According to this speech strong brand is coming from the culture of interaction among
students and all university staff Mainly students and professors should clearly understand
what matters mostly attracted them in chosen university (values believes attitudes etc should
match up with student`s)
Another aspect for university marketing start up procedure is reposition communications
as a strategic function in a more proactive attitude This matter has been covered by Dr Mark
Putnam President Central College IA in his article ―Do you drive the agenda or go along for
the ride In this article author ―sought to change the view of the marketing and
communications team from customer service providers to strategists He set a good example
with presidential blog using it to elevate the level of discourse at Central Putnam has a track
record for this kind of change management As senior vice president at Northeastern
University (Boston) he worked with the communications team to educate the university about
the strategic role of marketing and branding He comes by this perspective naturally (Dr
Mark Putnam 2011)
To improve university technical tools in attracting students mobile marketing is a great
way ―Mobile marketing brings challenges and opportunities to higher education when scarce
resources limit the ability to add new technologies and techniques to communication plans
We examine the mobile marketing landscape in search of whats most relevant to higher
education today with special attention to student recruitment and brand strength Areas
covered include site design for best task completion writing right for mobile sites monitoring
web analytics and integrating with traditional and social media websites (Bob Johnson
2011)
Another technical tool is digital video clips ―Video in its many forms is becoming a
major factor in our collective lives (80 million hours of video loaded to YouTube every
minute for example) As digital storytelling it is also being used in a variety of ways to build
brand equity with internal and external audiences Outcomes will be a better awareness of the
current trends in using video as a brand building tool and a field guide for teaching others
within the organization to make powerful digital stories Im currently using the workshop at
the UW to train students who will study abroad to make and distribute good quality video
about their experiences (Harry Hayward 2011) In case of brand building using video
assistance viral marketing campaign might work And the last idea which will increase
university profit is web site analytics ―The website is not only a conduit for most of your
marketing efforts todaymdashitlsquos also an incredible tool for measurement and marketing analysis
32
With web analytics you can better quantify the impact of your marketing campaigns improve
the effectiveness of your website segment visitors for micro-marketing efforts and generate
valuable marketing intelligence (Bruce Snyder 2011)
Marketing is the process of customer identification (needs views preferences financial
possibility to buy certain product) This task will be done through primary information
analysis Another task in marketing is development of ―analytics-driven approach to help to
reach a targeted student through search engines mobile smartphones text messaging email
newsletters and social media (Higher Education Marketing Company) This company has a
straight and logic view on marketing process in university which provides a wide scope of
services Google Analytics Search Engine Optimization Pay Per Click Marketing Social
Media Marketing Google Maps amp Local Search Web Design amp Development Mobile
Marketing Short Message Service (SMS) Another very effective tool is SEO (search engine
optimization) which allows embedding into the company website option for the most
important (most likely needed) words phrases while creating company web pages This set of
words with high possibility that potential customer will dial up will give opportunity for the
company website to pop up in the top list of the search engine (Google chrome yahoo etc)
Under research problem ndash low enrollment of students the researcher should look for the
findings of other studies relevant to this study problem The questions to start with are ―What
factors in university marketing practices are missing to achieve constant enrollment growth
―Is there any interrelationship of those factors and university attractiveness growth
One of the studies has been conducted among students registered state subsidized
universities in South Africa The purpose of this paper was to present a new marketing mix
based on MBA studentslsquo attitudes and opinions towards the marketing initiatives of business
schools in South Africa The findings of this study revealed showed seven quite distinct
underlying factors in the marketing activities of these business schools some covering the
same elements of the traditional marketing mix people promotion and price There were
however four different elements programme prominence prospectus and premiums ―The
marketing mix is a set of controllable marketing tools that an institution uses to produce the
response it wants from its various target markets It consists of everything that the university
can do to influence the demand for the services that its offers Tangible products have
traditionally used a 4Ps model the services sector on the other hand uses a 7P approach in
order to satisfy the needs of the service providerlsquos customers product price place
promotion people physical facilities and processes The product is what is being sold It is
33
more than a simple set of tangible features it is a complex bundle of benefits that satisfy
customer needs The price element of the services marketing mix is dominated by what is
being charged for the degree or tuition fees that are required to enroll at the university Place
is the distribution method that the university adopts to provide the tuition to its market in a
manner that meets if not exceeds student expectations Promotion encompasses all the tools
that universities can use to provide the market with information on its offerings advertising
publicity public relations and sales promotional efforts (Jonathan Ivy 2008) This traditional
model encompasses tools which deal with tangible products In case of university it provides
intangible product which needs more tools for promotion Fifth tool is people who are
considered as a staff in university (academic administrative and support staff) To have a
prominent image university should have teaching staff reputations PhD holders Professorial
title holders Also administrative staff can also play an important role to attain prospective
students by simply providing professional phone call inquiry
The newest addition to the marketing mix is physical evidence and processes Physical
evidence is attributed to internal and external appearance of the entity (from teaching
materials to facade of the building and lecture rooms) ―Processes are all the administrative
and bureaucratic functions of the university from the handling of enquiries to registration
from course evaluation to examinations from result dissemination to graduation to name but
a few During the period that the student is registered processes need to be set in motion to
ensure that the student registers for the correct courses has marks or grades correctly
calculated and entered against the studentlsquos name and is ultimately awarded the correct
qualification While this might seem quite straight forward there are numerous other
processes that need to be implemented concurrently (with the finance system
accommodation time tabling and the library) to ensure the highest level of student
satisfaction The findings of this research suggest that the traditional 4- 5- and indeed 7P
marketing services marketing mix may not be the best way to approach the marketing of
MBA programs in South Africa Using principal components factor analysis on 25 commonly
used marketing tools indicates that four new distinctive and independent elements exist along
with three elements from the traditional marketing mix (Jonathan Ivy 2008) The most
important element from the marketing mix was ―program element (the range of electives in
the degree choice of majors) The second was ―prominence of the degree (academic staff
reputations position on league tables or MBA reviews in the popular press) The traditional
promotions element of the marketing mix was split into two areas standard mass media
34
advertising and hard copy promotional materials such as the university prospectus and direct
mail posted to prospective students called ―prospectus in the MBA marketing mix The
price element is dominated by flexible payment of tuition fees which means that students are
price sensitive and looking for payment flexibility The people element has had a small
modification with face-to-face teaching being included along with personal contact with
graduates and open day attendance The final element of the new marketing mix is called
premiums This is a diverse element of the mix which included accommodation the number
of modules in the degree student exchange programmes university computer facilities and
class sizes While this element was considered the least important of the marketing tools not
offering some of these items could seriously damage the recruitment prospects of a business
school Indeed some items would be considered a standard offering of a university and
expected by a student without further consideration or evaluation (Jonathan Ivy 2008)
So from this study researcher may answer on the posed questions before There is indeed
some other factors out of the standard marketing mix which in this case (higher education
marketing) play a key role In order to finally apply those factors into the practical
implementation researcher should check whether all of those factors remain important for
MU For this purpose primary data should be collected by creating questionnaire which
includes new marketing mix tools
Another study conducted in the realm of marketing communications in Taiwan includes
other findings The purpose of this study was to examine how a graduate institute at National
Chiayi University (NCYU) by using a model that integrates analytic hierarchy process
cluster analysis and correspondence analysis can develop effective marketing strategies
This research revealed that even though universities and colleges in Taiwan have
increasingly realized the importance of having sound marketing strategies to stay competitive
they have concentrated their marketing strategies on promotion ndash advertising tuition
reduction scholarships etc This trend has often obscured the fact that marketing should be
based on customer needs with better efforts made to fulfill these needs Although market
segmentation and positioning enable marketers and institutional planners in higher education
to understand customer needs and to visualize institutional advantages in relation to their
competitorslsquo positions these are relatively new endeavors in educational marketing in
Taiwan
The results display that the five most important factors for studentslsquo school selection
were employability curriculum academic reputation faculty and research environment
35
Students perceived NCYU to be strongly associated with lower tuition fewer entrance-exam
subjects lower entrance-exam pass rates and easier graduation requirements (Hsuan-Fu Ho
Chia-Chi Hung 2008)
In order to verify whether such criteria are also indisputable preconditions for choosing
MU as a potential tertiary institution they should be included into the study questionnaire
As we can see that in secondary information there are many ways on how to improve
university standing and how to reach a customer But this information does not give us the
picture of Masaryk University customer why she chose MU what were the preferences to
choose it where she first time got to know about it and etc That is why for this part ndash to get
the picture of MU customer from primary data collection and then apply appropriate tools that
have been mentioned before would be a good combination for a successful marketing
campaign
24 Primary data
For the purpose of this study ndash increase MU attractiveness primary data has been
collected Researcher developed questionnaire which consists of 15 questions and randomly
gave out to international students The main goal of this questionnaire is to answer two
research questions set by researcher
1 On what element of marketing mix students relied more when choosing MU ―People
―Physical evidence or ―Processes
2 Does the possibility of domestic market employability after graduation plays the key role
for choosing MU
These two research questions will help to get a clue on how specifically to improve
attractiveness of MU
Data is analyzed by using excel Microsoft office application with support of various graphs
and tables It has been calculated that majority of respondents are current students in MU
which gives more in depth data describing university attractiveness
36
Graph 1 ―Identification of students` status
It is 62 of respondents stated that they are currently study in MU This will bring more in
depth data from the survey
Specializations have wider split up with two major elements Informatics and Medicine
amount to 32 and 27 accordingly Unfortunately there are no any students from sport
faculty As it has been mentioned respondents were chosen randomly so it can be obvious
that there is big amount of students studying or intend to study medicine and informatics
Graph 2 ―Identification variability of specializations
37
Country of origin table shows that students from Slovakia have majority Probably
because of country and national closeness to Czech Republic The second biggest majority is
students from United Kindom after them students from Russia and Hungary
Graph 3 ―Country of origin split up
Question number 4 relates to first research question (On what element of marketing mix
students relied more when choosing MU ―People ―Physical evidence or ―Processes)
which specifies the level of ―Process element in MU In general the level of handling phone
callemail is acceptable with 14 respondents answered as completely sufficient or completely
sufficient with additional information This shows that majority of students are satisfied with
first impression of contacting MU
38
Chart 3 ―Level of handling callemail inquiry
Question number 5 explains another element in first research question which is ―People It
is evident that for majority of students academic experience is the most important to know
about professors professionalism But it is also a big quantity of those who did not analyze
any information Five students responded that work experience in business sphere is a key
criteria to choose MU
Chart 4 ―Criteria for identifying professionalism of university teaching staff
The ―Process element is evaluated in question number six which explains the level of
administrative and bureaucratic functions in MU on the matter of convenience and usage
Number of courses
teachers offer
Quantity of
publication of
teachers
Work experience
in business sphere Academic
Experience Professional
title in
business
I didn`t analyze
any information
about academic
staff in MU
39
Chart 5 ―Convenience
On the chart it is shown that students rate these functions as convenient with only several
students who perceive it as rather inconvenient On the ―Usage chart it has also positive
trend representing that MU administrative and bureaucratic process is highly useful
Chart 6 ―Usage
Question number seven explains third element ―Physical evidence In graph below it is
obvious that majority of students do not check this element while choosing MU
40
Graph 4 ―Identification of processes element
69 replied negatively and 31 positively which means that this factor does not play a
key role in selecting university Majority of students rate MU facilities as comfortable It is
shown in the table below that eleven students rate facilities as good
Chart 7 ―Identification of physical evidence element
Question number nine encompasses several criteria which were taken from two elements of
marketing mix ―People and ―Physical evidence and some were not from this marketing
mix like ―ability to get employment in home country ―worldwide acceptable diploma
These two factors were taken from the second research question ―Does the possibility of
41
domestic market employability after graduation plays the key role for choosing MU Results
showed that students highly value ―ability to get employment in home country (16
respondents gave highest score) Also highly rated MU diploma as worldwide acceptable (15
respondents gave the highest score) Also for respondents it is important (with lower grading
score ndash ―4) ―Strong academic staff and ―Excellent laboratory facilities
Chart 8 ―MU criteria
Question number 10 includes set of common services that university provides to students
This question helps to understand what services MU provides sufficiently to students Results
showed that sufficient services that MU provides are almost all which have been mentioned in
the options list Only ―Small class sizes do not meet big majority expectations
a Ability to get
employment in home
country
b Strong
academic staff
d Library
facilities
c Excellent
laboratory
facilities
e Worldwide
acceptable diploma
42
Chart 9 ―MU services
Interesting results gave to the researcher questions number 11 which shows that mostly
students got to know about MU from internet search engines and from relativeslsquo advice
Graph 5 ―Media channel of MU
Question number 12 and 13 give overall satisfaction level with MU Question number 12
has been adopted from theoretical part which asks whether student is ready to enter university
again if heshe would have the same opportunity Question number 13 is double-checking this
statement Results are showing that majority of respondents would enter MU again and they
are satisfied with overall MU educational service
Reasonable
accommodation
Exchange
programs
Number of
modules
Small class
sizes
Internship
possibility
Research
environment Faculty
43
Graph 6 ―Choosing MU
Graph 7 ―General satisfaction of MU
Although researcher might observe big quantity of students who are relactant to answer
Graph derived from question 12 shows that half of respondents do not have such a strong
feeling to reenter MU The same situation is in general satisfaction of MU where 38
remained neutral
The last two questions deal with second research question And here results are varied
Graph 8 derived from question 14 depicts that MU degree is not that helpful for getting the
job back in home country Only 23 answered that degree surely will help to get a high paid
44
position 38 replied as ―probably yes 35 answered as ―not sure and 4 answered
―probably not So around 61 of respondents feel positive about successful employment
back home the rest are not that confident
Graph 8 ―Employability element
Graph 9 ―Employability element second question
If respondents replied positively on 14th
question then they were asked to state the reason
for this As it can be seen above high standard European education is playing a key role for
successful employment Also the rest of options have high scores too
45
RESEARCH REPORT
In the purpose of survey it was essential to understand which of three elements in
marketing mix (―People ―Processes and ―Physical evidence) students rely more and
therefore less while choosing MU According to study made in South Africa by Jonathan Ivy
there are seven elements in marketing mix which all equally important for improving
company attractiveness in service business Researcher of this study picked three out of
seven because they more closely respond to actual service oriented company The rest four
elements (product price promotion place) were existing before as traditional marketing mix
for all types of businesses So the element ―Processes uncovers with questions number 4 and
6 From the graphs it is obvious that students are satisfied with this marketing mix This gives
university strong point in attracting students Call email handling Information system
functionality and other bureaucratic functions work sufficiently well 22 students rated
callemail handling as positive Usage and convenience of different MU functional processes
are also positively appreciated with 13 students for convenience and 15 for usefulness From
this data it can be clearly stated that students do rely on effective functions of MU
Element ―People is identified in questions 5 9 and 10 Question 5 gives information that
students do not mainly rely on ―People element while choosing MU 9 students did not
analyze any information about professionalism of university teaching staff Meanwhile the
main factor on what students pay attention is academic experience of teachers But answers
for the questions 9 and 10 gives a tendency that students do rate criteria ―Professionalism of
teachers high but actually they give lower score for this actual criteria in question number
10 In question number 5 students chose different aspects of professionalism of teachers as a
criteria to enter MU Total score for professionalism aspects is 4+4+5+10+4=27 Also in
question number 9 criteria ―strong academic staff accumulates 17 points (it is taken only 4
and 5 levels of importance) But in question number 10 only students give only ten points for
―faculty as a sufficient service provided by MU It can be assumed that students had higher
expectation before entering into university that they have got
Element ―Physical evidence is seen as not important for respondents Graph for question
number 7 shows that 69 of students did not check elements of ―Physical evidence Also
majority of students rate university facilities as ―Good with opportunity to select ―Excellent
46
status (in question number 8) On the other hand students rate university accommodation and
research environment as high enough (question number 10) It can be concluded that during
the process of choosing university students do not rely heavily on ―Physical evidence But
they did get reasonable service in ―Physical evidence while studying in MU
Second research question states ―Does the possibility of domestic market employability
after graduation plays the key role for choosing MU After analysis of relevant graphs and
tables it became clear that this factor (possibility to get employed) is very important for
students So question number 9 gets the highest score (16) for criteria in choosing MU ndash
―ability to get employment in home country and also high score for ―worldwide acceptable
diploma Even though students rate possibility to get employed as the highest criteria to
enter MU 39 of students are not sure or don not think they will obtain high paid job back
home Here is the point to work for MU administration Students rely on high standard
European education and English language education as a key criterion for being confident in
getting well paid job (question number 15)
The data analysis process constitutes the following
1 MU has convenient and useful bureaucratic functions which are considered as a strong
point in delivering knowledge without obstacles It is difficult to identify the level of
―processes in organization but some points can be highlighted in promotion materials It can
be description of functionality of Information System or description of easy courses
registration
2 Element ―People has deviation in what is expected and what is delivered Students
have a bit higher expectations on the level of teaching staff experience and competence It is
recommended to do a deeper research on the reasons for this deviation But for now it can be
decided to arrange seminars or trainings for teacher to improve their marketing knowledge
and explain commercial tendency in market of high education
3 University ―Physical evidence is has strong rate of sufficiency The only problem that
students do not feel need to pay attention on this element Here MU administration should put
accent on Including pictures of libraries with free Wi-fi canteens computer labs which have
good and pleasant conditions
4 The most important criteria for students to choose MU is high possibility to get
employed at home But this perspective lacks consistency because there is significant amount
of students who remain uncertain in the future employability This gap can be solved by
successful decision making of three elements above ―People ―Processes and ―Physical
47
evidence But it is recommended to conduct further survey questioning the reasons of
students` uncertainty in future employability Maybe the reason is not related to some weak
points in marketing mix but the problem in home countries itself (political instability
nepotism etc)
To sum up the general situation in four factors mentioned above ―processes should be
promoted to international students as a smooth tool in obtaining degree ―people should go
through training on how to deliver lecture in contemporary commercial world of high
education market ―physical evidence should be mentioned in promotion of MU ―student
employability will be interrelated with ―people plus MU has to install closer relationship
with international companies (internships provision seminars with company representatives
professional lectures from leading companies etc)
Secondary information has also a great help in increasing university attractiveness
Viral marketing can be applied to MU because question number 11 shows that internet search
engine is a key tool how students found about MU There is a video of experience Brno life
among Erasmus Students which can be remade as a good promotion video of student life on
campus For Masaryk University very effective tool will be Google Analytics giving a wide
scope of techniques on how to track differentiate and analyze visitors ―Google Analytics is
the enterprise-class web analytics solution that gives rich insights into the website traffic and
marketing effectiveness Powerful flexible and easy-to-use features now give opportunity to
see and analyze your traffic data in an entirely new way With Google Analytics it is easier to
write better-targeted ads strengthen marketing initiatives and create higher converting
websites (Google Analytics website)
In general MU marketing politics should involve techniques mentioned by Jarvis J in his
book ―What Would Google Do Companies must learn that they are better off when they
cede control to their customers Give us control we will use it and you will win
Also it is important to read blogs There are search engines for blogs like Technorati
Icerocket Google Bloglines Pub-sub where MU marketing officials can search for MU
discussion groups or some topics
MU officials should constantly maintain ―conversation with current students It is a good
idea to start communication with those bloggers who care enough to talk about MU products
and service and brand The least MU officials can do is engage them and join the
conversation Even further step can be done Ask consumers what they think MU
48
administration should do MU will end up with better products and do a better job selling
them to more satisfied customers who can even help each other if MU officials let them
Next it will be effective to start university blog where students openly and forthrightly
share the problems and the solutions as they occur There is no reason why a university dean
should not open a direct conversation with the public That will do more to change the
culturemdashto finally make it customer-focused and mean itmdashthan a dozen consultants a
hundred off- sites or a million ad impressions
During of development process of some programs or anything in university it is better to
involve students in this process also
The last but not the least is links on the website of MU There are three links on the ESF
faculty One of them is ―Review of economic perspectives ―call for papers and Citi Bank
banner There should be more links to Headhunters conferences industry associations
current job opportunities etc This gives website alive image and helpful time spending
49
CONCLUSION
This study has been conducted in favor of future Masaryk University prosperity in the
current commercial world Researcher had a strong motivation to give helpful secondary and
primary information which will foster university educational process in the frames of
contemporary world
Of course any research comes up with further recommendations to analyze questionable
matters in results obtained Researcher believes that this work is just another step to constant
need of self-improvement
Researcher advices to put more accent on IT support to promote university image and
therefore increate its attractiveness (Harry Hayward 2011) mentioned that 80 million hours
of video loaded to YouTube every minute So there is high potential for promotion Viral
video of MU will hit several aspects of university improvement brand product suite
differentiation lifestyle according to Dr DJToncich Apart of that it is recommended to
build system of values believes and attitudes among students and university staff and
promote this in the future According to Dr Mark Putman it is essential nowadays to educate
university staff about strategic role of marketing and branding Website analytics would be
useful for measurement and marketing analysis Search optimization engine is another tool on
how to maintain university webpage in the top 10 results in Google chrome or other web
search engines On YouTube there is option to post advertisement of a company only in the
videos which are related to the sphere of products or services company offer So MU might
sign a contract of including its advertisement on videos which has key words as ―education
―high ―in English etc
According to primary data obtained it is obvious that several aspects in MU marketing
mix do not match high criteria among students Once one factor ―People would be solved
through trainings and constant updating knowledge of personnel another interrelated problem
will be offset ndash ―Employability But there is no any research done on interdependence of
these two factors so for further analysis of situation another research should be taken The
main purpose of this research would be identification of cause and effect linkages between
50
―People ―Employability and other factors which influence studentslsquo ability to get high paid
job back home And there are a lot of those factors starting from political situation in the
country to the level of corruption and nepotism
MU has potential to improve its educational process as we do the students because we are
the main customers for our university But one thing should not be forgotten and it is
companies which have strong notion about reality in one or another specialization That is
why my last advice for Masaryk University is to appeal as a liaison entity between students
and companies
51
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Barabba Vincent P Zaltman Gerald 1991 ―Hearing the Voice of the Market Competitive
Advantage Through Creative Use of Market Information Chapter 5
Conway Tony Stephen Mackay David Yorke (1994) Strategic Planning in Higher
Education Who Are the Customers International Journal of Educational Management
Vol 8 Iss 6 pp29 ndash 36
Cooper Donald R Schindler Pamela S 2003 ―Business research methods 8th ed
Dillman Don A 2000 ―Mail and Internet Surveys The Tailored Design Method 2nd
Edition New York
Dekeba Alemayehu 2003 ―Basic of Marketing Research Methods
URL httpwwwglobuszcomebooksMarketingResearchindexhtm
Hemsley-Brown JV and Oplatka I2006 Universities in a competitive global marketplace
a systematic review of the literature on higher education marketinglsquo International Journal
of Public Sector Management Vol 19 No 4 pp 316-338
Harry Hayward ―The power of digital storytelling 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Hair Joseph F - Bush Robert P - Ortinau David J ―Marketing research within a changing
information environment 3rd ed2006
Hsuan-Fu Ho Chia-Chi Hung Marketing mix formulation for higher education An
integrated analysis employing analytic hierarchy process cluster analysis and
correspondence analysis International Journal of Educational Management Vol 2 Iss
4 2008
Jarowski Ajay K Kohli and Arvind Sahay 2000 ―Market ndash Driven Versus Driving
Markets Journal of the Academy of Marketing Science 45-54
Johnson Bob ―Mobile marketing in higher education getting ready for 1012 and beyond
2011
URLhttpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Jarvis J ―What Would Google Do Adobe Acrobat eBook Reader 2008
52
Jonathan Ivy A new higher education marketing mix the 7Ps for MBA marketing
International Journal of Educational Management Vol 22 Iss 4 2008
Kotler Philip Fox Karen FA 1985 Strategic Marketing for Educational Institutions
Mora Michaela ―What Is Statistical Significance 2011
URL httprelevantinsightscomtagsample-size
Nha Nguyen Gaston LeBlanc 2001 Image and Reputation of Higher Education Institutions
in Studentslsquo Retention Decisions International Journal of Educational Management
Vol 15 Iss 6
URL httpwwwemeraldinsightcomjournalshtmarticleid=838798amp
Oppenheim ldquoQuestionnaire Design Interviewing and Attitude Measurementrdquo 1992
Oud Jacqueline 2004 ―Market research versus marketing research
Pimpa Nattavud 2003 ―Internationalization and trade in higher education opportunities and
challenges
Putnam Mark ―Do you drive the agenda or go along for the ride 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Rakhee Vyas Anne L Souchon 2003 Symbolic Use of Export Information A
Multidisciplinary Approach to Conceptual Development and Key Consequences
International Marketing Review Vol 20 Iss 1 pp67 ndash 94
URL httpwwwemeraldinsightcomjournalshtmarticleid=855530
Rich Lyons ―Authentic branding how creating a school brand with culture and curriculum
just might help save us 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Robert S Michael ―Inquiry amp Scientific Method 2002
URL httpwwwindianaedu~educy520sec5982week_1inquiry_sci_method02pdf
Rodriguez G ―5 Questions to Help You Understand Your Customer 2004
URL httpwwwpowerhomebizcomvol146customerhtm
Sekaran Uma Bougie Johan Roger Gisbert2009 ―Research Methods for Business a Skill
Building Approach 5th ed
Singleton Royce A Jr and Bruce C Straits 1999 Approaches to Social Research (3rd
Edition) New York Oxford University Press
Smith Scott M Albaum Gerald S 2005 ―Fundamentals of Marketing Research
Snyder Bruce ―Maximizing the power of web analytics 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Toncich ―Study and Learning in the Australian University System
53
URL httpwwwdoctorteenetfilesunibook04_ppdf
WEBSITES
Experiment-Resourcescom ―Comparing Quantitative and Qualitative Research 2009
URL wwwexperiment-resourcescomquantitative-and-qualitative-researchhtml
Higher Education Marketing Company Canada
URL httpwwwhigher-education-marketingcomcontact
Google Analytics website
URL httpwwwgooglecomintlenanalytics
54
Appendix A Questionnaire
Dear respondent this questionnaire is created in terms of Master`s degree diploma thesis The main goal of
this survey is to improve Masaryk University attractiveness by deriving the reasons for choosing Masaryk
University in obtaining a degree The answers will be kept as confidential and would not be used in any
other purposes other than for this research If you would have any questions regarding the results of this
survey please contact me
Ilya Shaiderov (380502mailmunicz)
Thank you for your cooperation
1 Are you a current or prospective student ____________________
2 What specialization you are obtaining or intend to obtain in MU ____________________
3 Please specify your country of origin ____________________
4 Please rate the level of handling your first phone callemail inquiry by MU staff (only if it is
applicable to your case)
1 2 3 4 5
5 While considering MU as an option to study what criteria did (do) you analyze to check
professionalism of university teaching staff (you may choose several options)
a Number of courses teachers offer
b Quantity of publication of teachers
c Work experience in business sphere
d Academic Experience
e Professional title in business
f I didn`t analyze any information about academic staff in MU
No response
Insufficient response
Sufficient enough
Completely sufficient with additional information
Completely sufficient
55
6 (Only for current students) Could you characterize the process of courses registration usage of IS
system and other administrative and bureaucratic functions of university (please choose one in each
scale)
Convenience
1 2 3 4 5
Usage
1 2 3 4 5
7 (For both current and prospective students) While choosing MU did (do) you check quantity of
books in university library accessibility of electronic databases new editions of study materials
overall quality of library
Yes
No
8 (Only for current students) Please rate MU facilities (buildings classrooms computer labs etc) on
the matter of ―comfortability
1 2 3 4 5
Excellent Good Sufficient Not enough Bad
Completely Convenient
Rather Convenient
Convenient Rather Inconvenient
Completely Inconvenient
Completely Useful
Rather Useful
Useful Rather Useless
Completely Useless
56
9 (For both current and prospective students) How do you rate the following factors as criteria for
choosing MU (1- least important 5 ndash most important)
a Ability to get employment in home country
b Strong academic staff
c Excellent laboratory facilities
d Library facilities
e Worldwide acceptable diploma
10 Please choose (mark ―V) services that MU sufficiently provides to you as a student (in case you
are prospective student - should be provided)
___ Reasonable accommodation (covered by student)
___ The number of modules in the degree and big variety of elective courses
___ Student exchange programs
___ Research environment (sufficient up to date study materials computer labs laboratories etc)
___ Small class sizes
___ Internship possibility
___ Faculty (profound selection of PhD and profession specialists)
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
r
t
3
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
r
t
h
e
4
T
y
p
e
a
q
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o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
r
t
5
[
T
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e
a
q
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o
t
e
f
r
o
m
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e
d
o
c
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n
t
o
r
1 2
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y
p
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o
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e
f
r
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h
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c
u
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n
t
o
r
3
T
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f
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c
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n
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o
r
t
4
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p
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a
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o
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f
r
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h
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d
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c
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m
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n
t
o
5
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y
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f
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o
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t
h
e
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o
c
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n
t
o
1 2
T
y
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a
q
u
o
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e
f
r
o
m
t
h
e
d
o
c
u
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e
n
t
o
3
T
y
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a
q
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o
t
e
f
r
o
m
t
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e
d
o
c
u
m
e
n
t
o
r
4
T
y
p
e
a
q
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o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
5
[
T
y
p
e
a
q
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o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
1 2
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y
p
e
a
q
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o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
3
T
y
p
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a
q
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o
t
e
f
r
o
m
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h
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d
o
c
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m
e
n
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o
4
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
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d
o
c
u
m
e
n
5
[
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
3
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
4
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
5
[
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
57
11 From what source you first found out about Masaryk University
a Website search engine
b Advice of friends parents etc
c TV
d Newspaper please specify____________
e Journals please specify____________
f Billboards
g Website banners please specify website_______________
h Other source__________________________
12 (Only for current students) If you had do it over again would you still choose MU If not please
specify why
a Yes
b Not sure
c Probably would
d Probably would not (please specify why)
__________________________________________________________________________________
__________________________________________________________________________________
________________________________________________________________
13 (Only for current students) Please describe your level of general satisfaction with university
a Not satisfied at all
b Neutral
c Satisfied
d Very satisfied
58
14 (For both current and prospective students) Do you think MU degree will help you to get above
average salary in your home country
a No b Probably not c Not sure d Probably yes c Yes
15 If you think that MU degree helps to get well paid job in your home country what might be
reasons for that (more than one reason can be selected)
a High standard European education d Possibility to pass internship in Europe
b Degree specialization choice e Other_________________________
c Education in English language
28
Sample design
Researcher uses probability sample design with quantity of respondents equal to 26
Data collection
For study purposes data will be collected by giving out questionnaires to current and
prospective students who study or intend to study in English in MU Hard copy questionnaires
will be collected after respondents finish answering them Total collected questionnaires
amount to 26
Research errors
Population Specification error is mastered by questioning potential respondent whether
shehe studies in English Sampling difference researcher will overcome by keeping the
highest level of variety of respondents (by country of origin) Selection error is out of the
matter because researcher is not introduced to the majority of students studying in English
Nonresponse error may occur for the further purposes of the research respondents would be
asked the reasons for rejecting to fill out questionnaire The same procedure is for the
surrogate information ndash if researcher will not be able to get answers from respondents they
will be asked about the reason of rejection
22 Analysis and interpretation of data
Secondary and Primary data is analyzed and interpreted in section 23 and 24 below
23 Secondary data
Marketing communication of universities
As has been mentioned previously in this work the best option to collect relevant primary
data is to rely first on secondary information and then delve down in certain aspects by
collecting primary information In this item it will be explained what has been done in
marketing communication of universities around the world This part will also cover the
question of what communication strategies and tools the international universities use to
attract their students
29
From the first finding to start universities all over the world practicing advertising
campaigns with such words as ―Internationally renowned Award winning Prestigious
Proud history Career oriented etc But not all the time these sparkling words are real truth
―Does it actually matter whether a university has ―tradition if its current practice is poor
Does it matter if a university is ―internationally renowned if the particular course that is
being considered is known to be badly operated by local standards Does it really matter if a
university has ―a proud history if the present isnlsquot very good (Dr DJ Toncich2008)
Australian professor Dr DJ Toncich in 2008 published a book ―Study and Learning in
the Australian University System where he clearly stated various forms of
Marketing in universities of Australia ―The most common example of universities selling the
sizzle rather than the sausage appears in areas such as science engineering and architecture
where potential students are bombarded with glamorous images of spacecraft sky-scraper
buildings nuclear reactors and so on There are different ways how universities attract their
students There is a table provided by Dr DJ Toncich which explains the ways on how to
promote different parts of university image
Table 2 ―Ways on how to promote elements of university image
30
A ―Tool is a part of company (university in this case) image which should be promoted
And ―Vehicle is the way part of the image can be promoted ―Some key points to note are
that the mass media outlets (newspaper television and radio) having the broadest audience
are generally reserved for ―big picture marketing including the universitylsquos brand and
confidencereinforcement strategies Self-evidently promoting to the broadest audience is the
most costly way of getting a message out so the message needs to be simple and clear The
more specialized the audience however the more detailed the information ndash for example
university course guides and handbooks have the most specific audience and subsequently
the highest level of information density In these vehicles there is generally less content
related to the big picture issues of confidence and brand (Dr DJ Toncich 2008)
Nguyen amp Le Blanc (2001) focused on the image and reputation of the institution and
referred to the crucial role these factors played in the development of market positioning ndash
they drew on the well established concepts and theories in business sector marketing for their
study Bonsardi amp Ekwulugo (2003) who claimed that ―a centrally important principle of
marketing is that all marketing activities should be geared towards the customer also relied
on the literature used in business sector marketing and applied it to the context of higher
education
Branding is important for university to stand out in the market In ―ConnectEd
Symposium for the marketing of Higher Education (Chicago November 2011) Rich Lyons
(Dean Haas School of Business University of California Berkley) argued that
―What passes for branding in higher education is often nothing more than a catchy slogan
and logo Branding projects in universities sometimes evoke hostility indifference or bothmdash
or raise the question of why a good school would need to be so concerned about its image that
it would resort to ―corporate measures But when branding reaches deep to magnify a
schoollsquos differentiation and its core essence the result can be a powerful boost on multiple
dimensionsmdashstudent recruitment alumni interest fund raising media interest and so on And
it can resonate with key audiences emotionally to align what the school does with their
passion to change the world Dean Rich Lyons has led the Haas School of Business at UC
Berkeley in branding the school based on codifying its distinctive culture driving that culture
through its business processes and reforming its curriculum to produce a particular type of
leadermdasha path-bending leader The process is lengthy difficult and risks are high Learn why
the rewards of an authentic brand are worth the effort
31
According to this speech strong brand is coming from the culture of interaction among
students and all university staff Mainly students and professors should clearly understand
what matters mostly attracted them in chosen university (values believes attitudes etc should
match up with student`s)
Another aspect for university marketing start up procedure is reposition communications
as a strategic function in a more proactive attitude This matter has been covered by Dr Mark
Putnam President Central College IA in his article ―Do you drive the agenda or go along for
the ride In this article author ―sought to change the view of the marketing and
communications team from customer service providers to strategists He set a good example
with presidential blog using it to elevate the level of discourse at Central Putnam has a track
record for this kind of change management As senior vice president at Northeastern
University (Boston) he worked with the communications team to educate the university about
the strategic role of marketing and branding He comes by this perspective naturally (Dr
Mark Putnam 2011)
To improve university technical tools in attracting students mobile marketing is a great
way ―Mobile marketing brings challenges and opportunities to higher education when scarce
resources limit the ability to add new technologies and techniques to communication plans
We examine the mobile marketing landscape in search of whats most relevant to higher
education today with special attention to student recruitment and brand strength Areas
covered include site design for best task completion writing right for mobile sites monitoring
web analytics and integrating with traditional and social media websites (Bob Johnson
2011)
Another technical tool is digital video clips ―Video in its many forms is becoming a
major factor in our collective lives (80 million hours of video loaded to YouTube every
minute for example) As digital storytelling it is also being used in a variety of ways to build
brand equity with internal and external audiences Outcomes will be a better awareness of the
current trends in using video as a brand building tool and a field guide for teaching others
within the organization to make powerful digital stories Im currently using the workshop at
the UW to train students who will study abroad to make and distribute good quality video
about their experiences (Harry Hayward 2011) In case of brand building using video
assistance viral marketing campaign might work And the last idea which will increase
university profit is web site analytics ―The website is not only a conduit for most of your
marketing efforts todaymdashitlsquos also an incredible tool for measurement and marketing analysis
32
With web analytics you can better quantify the impact of your marketing campaigns improve
the effectiveness of your website segment visitors for micro-marketing efforts and generate
valuable marketing intelligence (Bruce Snyder 2011)
Marketing is the process of customer identification (needs views preferences financial
possibility to buy certain product) This task will be done through primary information
analysis Another task in marketing is development of ―analytics-driven approach to help to
reach a targeted student through search engines mobile smartphones text messaging email
newsletters and social media (Higher Education Marketing Company) This company has a
straight and logic view on marketing process in university which provides a wide scope of
services Google Analytics Search Engine Optimization Pay Per Click Marketing Social
Media Marketing Google Maps amp Local Search Web Design amp Development Mobile
Marketing Short Message Service (SMS) Another very effective tool is SEO (search engine
optimization) which allows embedding into the company website option for the most
important (most likely needed) words phrases while creating company web pages This set of
words with high possibility that potential customer will dial up will give opportunity for the
company website to pop up in the top list of the search engine (Google chrome yahoo etc)
Under research problem ndash low enrollment of students the researcher should look for the
findings of other studies relevant to this study problem The questions to start with are ―What
factors in university marketing practices are missing to achieve constant enrollment growth
―Is there any interrelationship of those factors and university attractiveness growth
One of the studies has been conducted among students registered state subsidized
universities in South Africa The purpose of this paper was to present a new marketing mix
based on MBA studentslsquo attitudes and opinions towards the marketing initiatives of business
schools in South Africa The findings of this study revealed showed seven quite distinct
underlying factors in the marketing activities of these business schools some covering the
same elements of the traditional marketing mix people promotion and price There were
however four different elements programme prominence prospectus and premiums ―The
marketing mix is a set of controllable marketing tools that an institution uses to produce the
response it wants from its various target markets It consists of everything that the university
can do to influence the demand for the services that its offers Tangible products have
traditionally used a 4Ps model the services sector on the other hand uses a 7P approach in
order to satisfy the needs of the service providerlsquos customers product price place
promotion people physical facilities and processes The product is what is being sold It is
33
more than a simple set of tangible features it is a complex bundle of benefits that satisfy
customer needs The price element of the services marketing mix is dominated by what is
being charged for the degree or tuition fees that are required to enroll at the university Place
is the distribution method that the university adopts to provide the tuition to its market in a
manner that meets if not exceeds student expectations Promotion encompasses all the tools
that universities can use to provide the market with information on its offerings advertising
publicity public relations and sales promotional efforts (Jonathan Ivy 2008) This traditional
model encompasses tools which deal with tangible products In case of university it provides
intangible product which needs more tools for promotion Fifth tool is people who are
considered as a staff in university (academic administrative and support staff) To have a
prominent image university should have teaching staff reputations PhD holders Professorial
title holders Also administrative staff can also play an important role to attain prospective
students by simply providing professional phone call inquiry
The newest addition to the marketing mix is physical evidence and processes Physical
evidence is attributed to internal and external appearance of the entity (from teaching
materials to facade of the building and lecture rooms) ―Processes are all the administrative
and bureaucratic functions of the university from the handling of enquiries to registration
from course evaluation to examinations from result dissemination to graduation to name but
a few During the period that the student is registered processes need to be set in motion to
ensure that the student registers for the correct courses has marks or grades correctly
calculated and entered against the studentlsquos name and is ultimately awarded the correct
qualification While this might seem quite straight forward there are numerous other
processes that need to be implemented concurrently (with the finance system
accommodation time tabling and the library) to ensure the highest level of student
satisfaction The findings of this research suggest that the traditional 4- 5- and indeed 7P
marketing services marketing mix may not be the best way to approach the marketing of
MBA programs in South Africa Using principal components factor analysis on 25 commonly
used marketing tools indicates that four new distinctive and independent elements exist along
with three elements from the traditional marketing mix (Jonathan Ivy 2008) The most
important element from the marketing mix was ―program element (the range of electives in
the degree choice of majors) The second was ―prominence of the degree (academic staff
reputations position on league tables or MBA reviews in the popular press) The traditional
promotions element of the marketing mix was split into two areas standard mass media
34
advertising and hard copy promotional materials such as the university prospectus and direct
mail posted to prospective students called ―prospectus in the MBA marketing mix The
price element is dominated by flexible payment of tuition fees which means that students are
price sensitive and looking for payment flexibility The people element has had a small
modification with face-to-face teaching being included along with personal contact with
graduates and open day attendance The final element of the new marketing mix is called
premiums This is a diverse element of the mix which included accommodation the number
of modules in the degree student exchange programmes university computer facilities and
class sizes While this element was considered the least important of the marketing tools not
offering some of these items could seriously damage the recruitment prospects of a business
school Indeed some items would be considered a standard offering of a university and
expected by a student without further consideration or evaluation (Jonathan Ivy 2008)
So from this study researcher may answer on the posed questions before There is indeed
some other factors out of the standard marketing mix which in this case (higher education
marketing) play a key role In order to finally apply those factors into the practical
implementation researcher should check whether all of those factors remain important for
MU For this purpose primary data should be collected by creating questionnaire which
includes new marketing mix tools
Another study conducted in the realm of marketing communications in Taiwan includes
other findings The purpose of this study was to examine how a graduate institute at National
Chiayi University (NCYU) by using a model that integrates analytic hierarchy process
cluster analysis and correspondence analysis can develop effective marketing strategies
This research revealed that even though universities and colleges in Taiwan have
increasingly realized the importance of having sound marketing strategies to stay competitive
they have concentrated their marketing strategies on promotion ndash advertising tuition
reduction scholarships etc This trend has often obscured the fact that marketing should be
based on customer needs with better efforts made to fulfill these needs Although market
segmentation and positioning enable marketers and institutional planners in higher education
to understand customer needs and to visualize institutional advantages in relation to their
competitorslsquo positions these are relatively new endeavors in educational marketing in
Taiwan
The results display that the five most important factors for studentslsquo school selection
were employability curriculum academic reputation faculty and research environment
35
Students perceived NCYU to be strongly associated with lower tuition fewer entrance-exam
subjects lower entrance-exam pass rates and easier graduation requirements (Hsuan-Fu Ho
Chia-Chi Hung 2008)
In order to verify whether such criteria are also indisputable preconditions for choosing
MU as a potential tertiary institution they should be included into the study questionnaire
As we can see that in secondary information there are many ways on how to improve
university standing and how to reach a customer But this information does not give us the
picture of Masaryk University customer why she chose MU what were the preferences to
choose it where she first time got to know about it and etc That is why for this part ndash to get
the picture of MU customer from primary data collection and then apply appropriate tools that
have been mentioned before would be a good combination for a successful marketing
campaign
24 Primary data
For the purpose of this study ndash increase MU attractiveness primary data has been
collected Researcher developed questionnaire which consists of 15 questions and randomly
gave out to international students The main goal of this questionnaire is to answer two
research questions set by researcher
1 On what element of marketing mix students relied more when choosing MU ―People
―Physical evidence or ―Processes
2 Does the possibility of domestic market employability after graduation plays the key role
for choosing MU
These two research questions will help to get a clue on how specifically to improve
attractiveness of MU
Data is analyzed by using excel Microsoft office application with support of various graphs
and tables It has been calculated that majority of respondents are current students in MU
which gives more in depth data describing university attractiveness
36
Graph 1 ―Identification of students` status
It is 62 of respondents stated that they are currently study in MU This will bring more in
depth data from the survey
Specializations have wider split up with two major elements Informatics and Medicine
amount to 32 and 27 accordingly Unfortunately there are no any students from sport
faculty As it has been mentioned respondents were chosen randomly so it can be obvious
that there is big amount of students studying or intend to study medicine and informatics
Graph 2 ―Identification variability of specializations
37
Country of origin table shows that students from Slovakia have majority Probably
because of country and national closeness to Czech Republic The second biggest majority is
students from United Kindom after them students from Russia and Hungary
Graph 3 ―Country of origin split up
Question number 4 relates to first research question (On what element of marketing mix
students relied more when choosing MU ―People ―Physical evidence or ―Processes)
which specifies the level of ―Process element in MU In general the level of handling phone
callemail is acceptable with 14 respondents answered as completely sufficient or completely
sufficient with additional information This shows that majority of students are satisfied with
first impression of contacting MU
38
Chart 3 ―Level of handling callemail inquiry
Question number 5 explains another element in first research question which is ―People It
is evident that for majority of students academic experience is the most important to know
about professors professionalism But it is also a big quantity of those who did not analyze
any information Five students responded that work experience in business sphere is a key
criteria to choose MU
Chart 4 ―Criteria for identifying professionalism of university teaching staff
The ―Process element is evaluated in question number six which explains the level of
administrative and bureaucratic functions in MU on the matter of convenience and usage
Number of courses
teachers offer
Quantity of
publication of
teachers
Work experience
in business sphere Academic
Experience Professional
title in
business
I didn`t analyze
any information
about academic
staff in MU
39
Chart 5 ―Convenience
On the chart it is shown that students rate these functions as convenient with only several
students who perceive it as rather inconvenient On the ―Usage chart it has also positive
trend representing that MU administrative and bureaucratic process is highly useful
Chart 6 ―Usage
Question number seven explains third element ―Physical evidence In graph below it is
obvious that majority of students do not check this element while choosing MU
40
Graph 4 ―Identification of processes element
69 replied negatively and 31 positively which means that this factor does not play a
key role in selecting university Majority of students rate MU facilities as comfortable It is
shown in the table below that eleven students rate facilities as good
Chart 7 ―Identification of physical evidence element
Question number nine encompasses several criteria which were taken from two elements of
marketing mix ―People and ―Physical evidence and some were not from this marketing
mix like ―ability to get employment in home country ―worldwide acceptable diploma
These two factors were taken from the second research question ―Does the possibility of
41
domestic market employability after graduation plays the key role for choosing MU Results
showed that students highly value ―ability to get employment in home country (16
respondents gave highest score) Also highly rated MU diploma as worldwide acceptable (15
respondents gave the highest score) Also for respondents it is important (with lower grading
score ndash ―4) ―Strong academic staff and ―Excellent laboratory facilities
Chart 8 ―MU criteria
Question number 10 includes set of common services that university provides to students
This question helps to understand what services MU provides sufficiently to students Results
showed that sufficient services that MU provides are almost all which have been mentioned in
the options list Only ―Small class sizes do not meet big majority expectations
a Ability to get
employment in home
country
b Strong
academic staff
d Library
facilities
c Excellent
laboratory
facilities
e Worldwide
acceptable diploma
42
Chart 9 ―MU services
Interesting results gave to the researcher questions number 11 which shows that mostly
students got to know about MU from internet search engines and from relativeslsquo advice
Graph 5 ―Media channel of MU
Question number 12 and 13 give overall satisfaction level with MU Question number 12
has been adopted from theoretical part which asks whether student is ready to enter university
again if heshe would have the same opportunity Question number 13 is double-checking this
statement Results are showing that majority of respondents would enter MU again and they
are satisfied with overall MU educational service
Reasonable
accommodation
Exchange
programs
Number of
modules
Small class
sizes
Internship
possibility
Research
environment Faculty
43
Graph 6 ―Choosing MU
Graph 7 ―General satisfaction of MU
Although researcher might observe big quantity of students who are relactant to answer
Graph derived from question 12 shows that half of respondents do not have such a strong
feeling to reenter MU The same situation is in general satisfaction of MU where 38
remained neutral
The last two questions deal with second research question And here results are varied
Graph 8 derived from question 14 depicts that MU degree is not that helpful for getting the
job back in home country Only 23 answered that degree surely will help to get a high paid
44
position 38 replied as ―probably yes 35 answered as ―not sure and 4 answered
―probably not So around 61 of respondents feel positive about successful employment
back home the rest are not that confident
Graph 8 ―Employability element
Graph 9 ―Employability element second question
If respondents replied positively on 14th
question then they were asked to state the reason
for this As it can be seen above high standard European education is playing a key role for
successful employment Also the rest of options have high scores too
45
RESEARCH REPORT
In the purpose of survey it was essential to understand which of three elements in
marketing mix (―People ―Processes and ―Physical evidence) students rely more and
therefore less while choosing MU According to study made in South Africa by Jonathan Ivy
there are seven elements in marketing mix which all equally important for improving
company attractiveness in service business Researcher of this study picked three out of
seven because they more closely respond to actual service oriented company The rest four
elements (product price promotion place) were existing before as traditional marketing mix
for all types of businesses So the element ―Processes uncovers with questions number 4 and
6 From the graphs it is obvious that students are satisfied with this marketing mix This gives
university strong point in attracting students Call email handling Information system
functionality and other bureaucratic functions work sufficiently well 22 students rated
callemail handling as positive Usage and convenience of different MU functional processes
are also positively appreciated with 13 students for convenience and 15 for usefulness From
this data it can be clearly stated that students do rely on effective functions of MU
Element ―People is identified in questions 5 9 and 10 Question 5 gives information that
students do not mainly rely on ―People element while choosing MU 9 students did not
analyze any information about professionalism of university teaching staff Meanwhile the
main factor on what students pay attention is academic experience of teachers But answers
for the questions 9 and 10 gives a tendency that students do rate criteria ―Professionalism of
teachers high but actually they give lower score for this actual criteria in question number
10 In question number 5 students chose different aspects of professionalism of teachers as a
criteria to enter MU Total score for professionalism aspects is 4+4+5+10+4=27 Also in
question number 9 criteria ―strong academic staff accumulates 17 points (it is taken only 4
and 5 levels of importance) But in question number 10 only students give only ten points for
―faculty as a sufficient service provided by MU It can be assumed that students had higher
expectation before entering into university that they have got
Element ―Physical evidence is seen as not important for respondents Graph for question
number 7 shows that 69 of students did not check elements of ―Physical evidence Also
majority of students rate university facilities as ―Good with opportunity to select ―Excellent
46
status (in question number 8) On the other hand students rate university accommodation and
research environment as high enough (question number 10) It can be concluded that during
the process of choosing university students do not rely heavily on ―Physical evidence But
they did get reasonable service in ―Physical evidence while studying in MU
Second research question states ―Does the possibility of domestic market employability
after graduation plays the key role for choosing MU After analysis of relevant graphs and
tables it became clear that this factor (possibility to get employed) is very important for
students So question number 9 gets the highest score (16) for criteria in choosing MU ndash
―ability to get employment in home country and also high score for ―worldwide acceptable
diploma Even though students rate possibility to get employed as the highest criteria to
enter MU 39 of students are not sure or don not think they will obtain high paid job back
home Here is the point to work for MU administration Students rely on high standard
European education and English language education as a key criterion for being confident in
getting well paid job (question number 15)
The data analysis process constitutes the following
1 MU has convenient and useful bureaucratic functions which are considered as a strong
point in delivering knowledge without obstacles It is difficult to identify the level of
―processes in organization but some points can be highlighted in promotion materials It can
be description of functionality of Information System or description of easy courses
registration
2 Element ―People has deviation in what is expected and what is delivered Students
have a bit higher expectations on the level of teaching staff experience and competence It is
recommended to do a deeper research on the reasons for this deviation But for now it can be
decided to arrange seminars or trainings for teacher to improve their marketing knowledge
and explain commercial tendency in market of high education
3 University ―Physical evidence is has strong rate of sufficiency The only problem that
students do not feel need to pay attention on this element Here MU administration should put
accent on Including pictures of libraries with free Wi-fi canteens computer labs which have
good and pleasant conditions
4 The most important criteria for students to choose MU is high possibility to get
employed at home But this perspective lacks consistency because there is significant amount
of students who remain uncertain in the future employability This gap can be solved by
successful decision making of three elements above ―People ―Processes and ―Physical
47
evidence But it is recommended to conduct further survey questioning the reasons of
students` uncertainty in future employability Maybe the reason is not related to some weak
points in marketing mix but the problem in home countries itself (political instability
nepotism etc)
To sum up the general situation in four factors mentioned above ―processes should be
promoted to international students as a smooth tool in obtaining degree ―people should go
through training on how to deliver lecture in contemporary commercial world of high
education market ―physical evidence should be mentioned in promotion of MU ―student
employability will be interrelated with ―people plus MU has to install closer relationship
with international companies (internships provision seminars with company representatives
professional lectures from leading companies etc)
Secondary information has also a great help in increasing university attractiveness
Viral marketing can be applied to MU because question number 11 shows that internet search
engine is a key tool how students found about MU There is a video of experience Brno life
among Erasmus Students which can be remade as a good promotion video of student life on
campus For Masaryk University very effective tool will be Google Analytics giving a wide
scope of techniques on how to track differentiate and analyze visitors ―Google Analytics is
the enterprise-class web analytics solution that gives rich insights into the website traffic and
marketing effectiveness Powerful flexible and easy-to-use features now give opportunity to
see and analyze your traffic data in an entirely new way With Google Analytics it is easier to
write better-targeted ads strengthen marketing initiatives and create higher converting
websites (Google Analytics website)
In general MU marketing politics should involve techniques mentioned by Jarvis J in his
book ―What Would Google Do Companies must learn that they are better off when they
cede control to their customers Give us control we will use it and you will win
Also it is important to read blogs There are search engines for blogs like Technorati
Icerocket Google Bloglines Pub-sub where MU marketing officials can search for MU
discussion groups or some topics
MU officials should constantly maintain ―conversation with current students It is a good
idea to start communication with those bloggers who care enough to talk about MU products
and service and brand The least MU officials can do is engage them and join the
conversation Even further step can be done Ask consumers what they think MU
48
administration should do MU will end up with better products and do a better job selling
them to more satisfied customers who can even help each other if MU officials let them
Next it will be effective to start university blog where students openly and forthrightly
share the problems and the solutions as they occur There is no reason why a university dean
should not open a direct conversation with the public That will do more to change the
culturemdashto finally make it customer-focused and mean itmdashthan a dozen consultants a
hundred off- sites or a million ad impressions
During of development process of some programs or anything in university it is better to
involve students in this process also
The last but not the least is links on the website of MU There are three links on the ESF
faculty One of them is ―Review of economic perspectives ―call for papers and Citi Bank
banner There should be more links to Headhunters conferences industry associations
current job opportunities etc This gives website alive image and helpful time spending
49
CONCLUSION
This study has been conducted in favor of future Masaryk University prosperity in the
current commercial world Researcher had a strong motivation to give helpful secondary and
primary information which will foster university educational process in the frames of
contemporary world
Of course any research comes up with further recommendations to analyze questionable
matters in results obtained Researcher believes that this work is just another step to constant
need of self-improvement
Researcher advices to put more accent on IT support to promote university image and
therefore increate its attractiveness (Harry Hayward 2011) mentioned that 80 million hours
of video loaded to YouTube every minute So there is high potential for promotion Viral
video of MU will hit several aspects of university improvement brand product suite
differentiation lifestyle according to Dr DJToncich Apart of that it is recommended to
build system of values believes and attitudes among students and university staff and
promote this in the future According to Dr Mark Putman it is essential nowadays to educate
university staff about strategic role of marketing and branding Website analytics would be
useful for measurement and marketing analysis Search optimization engine is another tool on
how to maintain university webpage in the top 10 results in Google chrome or other web
search engines On YouTube there is option to post advertisement of a company only in the
videos which are related to the sphere of products or services company offer So MU might
sign a contract of including its advertisement on videos which has key words as ―education
―high ―in English etc
According to primary data obtained it is obvious that several aspects in MU marketing
mix do not match high criteria among students Once one factor ―People would be solved
through trainings and constant updating knowledge of personnel another interrelated problem
will be offset ndash ―Employability But there is no any research done on interdependence of
these two factors so for further analysis of situation another research should be taken The
main purpose of this research would be identification of cause and effect linkages between
50
―People ―Employability and other factors which influence studentslsquo ability to get high paid
job back home And there are a lot of those factors starting from political situation in the
country to the level of corruption and nepotism
MU has potential to improve its educational process as we do the students because we are
the main customers for our university But one thing should not be forgotten and it is
companies which have strong notion about reality in one or another specialization That is
why my last advice for Masaryk University is to appeal as a liaison entity between students
and companies
51
REFERENCES
Barabba Vincent P Zaltman Gerald 1991 ―Hearing the Voice of the Market Competitive
Advantage Through Creative Use of Market Information Chapter 5
Conway Tony Stephen Mackay David Yorke (1994) Strategic Planning in Higher
Education Who Are the Customers International Journal of Educational Management
Vol 8 Iss 6 pp29 ndash 36
Cooper Donald R Schindler Pamela S 2003 ―Business research methods 8th ed
Dillman Don A 2000 ―Mail and Internet Surveys The Tailored Design Method 2nd
Edition New York
Dekeba Alemayehu 2003 ―Basic of Marketing Research Methods
URL httpwwwglobuszcomebooksMarketingResearchindexhtm
Hemsley-Brown JV and Oplatka I2006 Universities in a competitive global marketplace
a systematic review of the literature on higher education marketinglsquo International Journal
of Public Sector Management Vol 19 No 4 pp 316-338
Harry Hayward ―The power of digital storytelling 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Hair Joseph F - Bush Robert P - Ortinau David J ―Marketing research within a changing
information environment 3rd ed2006
Hsuan-Fu Ho Chia-Chi Hung Marketing mix formulation for higher education An
integrated analysis employing analytic hierarchy process cluster analysis and
correspondence analysis International Journal of Educational Management Vol 2 Iss
4 2008
Jarowski Ajay K Kohli and Arvind Sahay 2000 ―Market ndash Driven Versus Driving
Markets Journal of the Academy of Marketing Science 45-54
Johnson Bob ―Mobile marketing in higher education getting ready for 1012 and beyond
2011
URLhttpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Jarvis J ―What Would Google Do Adobe Acrobat eBook Reader 2008
52
Jonathan Ivy A new higher education marketing mix the 7Ps for MBA marketing
International Journal of Educational Management Vol 22 Iss 4 2008
Kotler Philip Fox Karen FA 1985 Strategic Marketing for Educational Institutions
Mora Michaela ―What Is Statistical Significance 2011
URL httprelevantinsightscomtagsample-size
Nha Nguyen Gaston LeBlanc 2001 Image and Reputation of Higher Education Institutions
in Studentslsquo Retention Decisions International Journal of Educational Management
Vol 15 Iss 6
URL httpwwwemeraldinsightcomjournalshtmarticleid=838798amp
Oppenheim ldquoQuestionnaire Design Interviewing and Attitude Measurementrdquo 1992
Oud Jacqueline 2004 ―Market research versus marketing research
Pimpa Nattavud 2003 ―Internationalization and trade in higher education opportunities and
challenges
Putnam Mark ―Do you drive the agenda or go along for the ride 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Rakhee Vyas Anne L Souchon 2003 Symbolic Use of Export Information A
Multidisciplinary Approach to Conceptual Development and Key Consequences
International Marketing Review Vol 20 Iss 1 pp67 ndash 94
URL httpwwwemeraldinsightcomjournalshtmarticleid=855530
Rich Lyons ―Authentic branding how creating a school brand with culture and curriculum
just might help save us 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Robert S Michael ―Inquiry amp Scientific Method 2002
URL httpwwwindianaedu~educy520sec5982week_1inquiry_sci_method02pdf
Rodriguez G ―5 Questions to Help You Understand Your Customer 2004
URL httpwwwpowerhomebizcomvol146customerhtm
Sekaran Uma Bougie Johan Roger Gisbert2009 ―Research Methods for Business a Skill
Building Approach 5th ed
Singleton Royce A Jr and Bruce C Straits 1999 Approaches to Social Research (3rd
Edition) New York Oxford University Press
Smith Scott M Albaum Gerald S 2005 ―Fundamentals of Marketing Research
Snyder Bruce ―Maximizing the power of web analytics 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Toncich ―Study and Learning in the Australian University System
53
URL httpwwwdoctorteenetfilesunibook04_ppdf
WEBSITES
Experiment-Resourcescom ―Comparing Quantitative and Qualitative Research 2009
URL wwwexperiment-resourcescomquantitative-and-qualitative-researchhtml
Higher Education Marketing Company Canada
URL httpwwwhigher-education-marketingcomcontact
Google Analytics website
URL httpwwwgooglecomintlenanalytics
54
Appendix A Questionnaire
Dear respondent this questionnaire is created in terms of Master`s degree diploma thesis The main goal of
this survey is to improve Masaryk University attractiveness by deriving the reasons for choosing Masaryk
University in obtaining a degree The answers will be kept as confidential and would not be used in any
other purposes other than for this research If you would have any questions regarding the results of this
survey please contact me
Ilya Shaiderov (380502mailmunicz)
Thank you for your cooperation
1 Are you a current or prospective student ____________________
2 What specialization you are obtaining or intend to obtain in MU ____________________
3 Please specify your country of origin ____________________
4 Please rate the level of handling your first phone callemail inquiry by MU staff (only if it is
applicable to your case)
1 2 3 4 5
5 While considering MU as an option to study what criteria did (do) you analyze to check
professionalism of university teaching staff (you may choose several options)
a Number of courses teachers offer
b Quantity of publication of teachers
c Work experience in business sphere
d Academic Experience
e Professional title in business
f I didn`t analyze any information about academic staff in MU
No response
Insufficient response
Sufficient enough
Completely sufficient with additional information
Completely sufficient
55
6 (Only for current students) Could you characterize the process of courses registration usage of IS
system and other administrative and bureaucratic functions of university (please choose one in each
scale)
Convenience
1 2 3 4 5
Usage
1 2 3 4 5
7 (For both current and prospective students) While choosing MU did (do) you check quantity of
books in university library accessibility of electronic databases new editions of study materials
overall quality of library
Yes
No
8 (Only for current students) Please rate MU facilities (buildings classrooms computer labs etc) on
the matter of ―comfortability
1 2 3 4 5
Excellent Good Sufficient Not enough Bad
Completely Convenient
Rather Convenient
Convenient Rather Inconvenient
Completely Inconvenient
Completely Useful
Rather Useful
Useful Rather Useless
Completely Useless
56
9 (For both current and prospective students) How do you rate the following factors as criteria for
choosing MU (1- least important 5 ndash most important)
a Ability to get employment in home country
b Strong academic staff
c Excellent laboratory facilities
d Library facilities
e Worldwide acceptable diploma
10 Please choose (mark ―V) services that MU sufficiently provides to you as a student (in case you
are prospective student - should be provided)
___ Reasonable accommodation (covered by student)
___ The number of modules in the degree and big variety of elective courses
___ Student exchange programs
___ Research environment (sufficient up to date study materials computer labs laboratories etc)
___ Small class sizes
___ Internship possibility
___ Faculty (profound selection of PhD and profession specialists)
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
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e
n
t
o
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t
3
T
y
p
e
a
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o
t
e
f
r
o
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h
e
d
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c
u
m
e
n
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o
r
t
h
e
4
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y
p
e
a
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o
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e
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r
o
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h
e
d
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m
e
n
t
o
r
t
5
[
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a
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o
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o
r
1 2
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4
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d
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o
5
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t
h
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n
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o
1 2
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y
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e
a
q
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o
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e
f
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o
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t
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o
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o
3
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y
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a
q
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o
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d
o
c
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m
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o
r
4
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y
p
e
a
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o
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f
r
o
m
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h
e
d
o
c
u
m
e
n
t
5
[
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y
p
e
a
q
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o
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e
f
r
o
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e
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u
m
e
n
1 2
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y
p
e
a
q
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o
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e
f
r
o
m
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e
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o
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u
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e
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3
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p
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a
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4
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y
p
e
a
q
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o
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f
r
o
m
t
h
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c
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m
e
n
5
[
T
y
p
e
a
q
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o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
3
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
4
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
5
[
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
57
11 From what source you first found out about Masaryk University
a Website search engine
b Advice of friends parents etc
c TV
d Newspaper please specify____________
e Journals please specify____________
f Billboards
g Website banners please specify website_______________
h Other source__________________________
12 (Only for current students) If you had do it over again would you still choose MU If not please
specify why
a Yes
b Not sure
c Probably would
d Probably would not (please specify why)
__________________________________________________________________________________
__________________________________________________________________________________
________________________________________________________________
13 (Only for current students) Please describe your level of general satisfaction with university
a Not satisfied at all
b Neutral
c Satisfied
d Very satisfied
58
14 (For both current and prospective students) Do you think MU degree will help you to get above
average salary in your home country
a No b Probably not c Not sure d Probably yes c Yes
15 If you think that MU degree helps to get well paid job in your home country what might be
reasons for that (more than one reason can be selected)
a High standard European education d Possibility to pass internship in Europe
b Degree specialization choice e Other_________________________
c Education in English language
29
From the first finding to start universities all over the world practicing advertising
campaigns with such words as ―Internationally renowned Award winning Prestigious
Proud history Career oriented etc But not all the time these sparkling words are real truth
―Does it actually matter whether a university has ―tradition if its current practice is poor
Does it matter if a university is ―internationally renowned if the particular course that is
being considered is known to be badly operated by local standards Does it really matter if a
university has ―a proud history if the present isnlsquot very good (Dr DJ Toncich2008)
Australian professor Dr DJ Toncich in 2008 published a book ―Study and Learning in
the Australian University System where he clearly stated various forms of
Marketing in universities of Australia ―The most common example of universities selling the
sizzle rather than the sausage appears in areas such as science engineering and architecture
where potential students are bombarded with glamorous images of spacecraft sky-scraper
buildings nuclear reactors and so on There are different ways how universities attract their
students There is a table provided by Dr DJ Toncich which explains the ways on how to
promote different parts of university image
Table 2 ―Ways on how to promote elements of university image
30
A ―Tool is a part of company (university in this case) image which should be promoted
And ―Vehicle is the way part of the image can be promoted ―Some key points to note are
that the mass media outlets (newspaper television and radio) having the broadest audience
are generally reserved for ―big picture marketing including the universitylsquos brand and
confidencereinforcement strategies Self-evidently promoting to the broadest audience is the
most costly way of getting a message out so the message needs to be simple and clear The
more specialized the audience however the more detailed the information ndash for example
university course guides and handbooks have the most specific audience and subsequently
the highest level of information density In these vehicles there is generally less content
related to the big picture issues of confidence and brand (Dr DJ Toncich 2008)
Nguyen amp Le Blanc (2001) focused on the image and reputation of the institution and
referred to the crucial role these factors played in the development of market positioning ndash
they drew on the well established concepts and theories in business sector marketing for their
study Bonsardi amp Ekwulugo (2003) who claimed that ―a centrally important principle of
marketing is that all marketing activities should be geared towards the customer also relied
on the literature used in business sector marketing and applied it to the context of higher
education
Branding is important for university to stand out in the market In ―ConnectEd
Symposium for the marketing of Higher Education (Chicago November 2011) Rich Lyons
(Dean Haas School of Business University of California Berkley) argued that
―What passes for branding in higher education is often nothing more than a catchy slogan
and logo Branding projects in universities sometimes evoke hostility indifference or bothmdash
or raise the question of why a good school would need to be so concerned about its image that
it would resort to ―corporate measures But when branding reaches deep to magnify a
schoollsquos differentiation and its core essence the result can be a powerful boost on multiple
dimensionsmdashstudent recruitment alumni interest fund raising media interest and so on And
it can resonate with key audiences emotionally to align what the school does with their
passion to change the world Dean Rich Lyons has led the Haas School of Business at UC
Berkeley in branding the school based on codifying its distinctive culture driving that culture
through its business processes and reforming its curriculum to produce a particular type of
leadermdasha path-bending leader The process is lengthy difficult and risks are high Learn why
the rewards of an authentic brand are worth the effort
31
According to this speech strong brand is coming from the culture of interaction among
students and all university staff Mainly students and professors should clearly understand
what matters mostly attracted them in chosen university (values believes attitudes etc should
match up with student`s)
Another aspect for university marketing start up procedure is reposition communications
as a strategic function in a more proactive attitude This matter has been covered by Dr Mark
Putnam President Central College IA in his article ―Do you drive the agenda or go along for
the ride In this article author ―sought to change the view of the marketing and
communications team from customer service providers to strategists He set a good example
with presidential blog using it to elevate the level of discourse at Central Putnam has a track
record for this kind of change management As senior vice president at Northeastern
University (Boston) he worked with the communications team to educate the university about
the strategic role of marketing and branding He comes by this perspective naturally (Dr
Mark Putnam 2011)
To improve university technical tools in attracting students mobile marketing is a great
way ―Mobile marketing brings challenges and opportunities to higher education when scarce
resources limit the ability to add new technologies and techniques to communication plans
We examine the mobile marketing landscape in search of whats most relevant to higher
education today with special attention to student recruitment and brand strength Areas
covered include site design for best task completion writing right for mobile sites monitoring
web analytics and integrating with traditional and social media websites (Bob Johnson
2011)
Another technical tool is digital video clips ―Video in its many forms is becoming a
major factor in our collective lives (80 million hours of video loaded to YouTube every
minute for example) As digital storytelling it is also being used in a variety of ways to build
brand equity with internal and external audiences Outcomes will be a better awareness of the
current trends in using video as a brand building tool and a field guide for teaching others
within the organization to make powerful digital stories Im currently using the workshop at
the UW to train students who will study abroad to make and distribute good quality video
about their experiences (Harry Hayward 2011) In case of brand building using video
assistance viral marketing campaign might work And the last idea which will increase
university profit is web site analytics ―The website is not only a conduit for most of your
marketing efforts todaymdashitlsquos also an incredible tool for measurement and marketing analysis
32
With web analytics you can better quantify the impact of your marketing campaigns improve
the effectiveness of your website segment visitors for micro-marketing efforts and generate
valuable marketing intelligence (Bruce Snyder 2011)
Marketing is the process of customer identification (needs views preferences financial
possibility to buy certain product) This task will be done through primary information
analysis Another task in marketing is development of ―analytics-driven approach to help to
reach a targeted student through search engines mobile smartphones text messaging email
newsletters and social media (Higher Education Marketing Company) This company has a
straight and logic view on marketing process in university which provides a wide scope of
services Google Analytics Search Engine Optimization Pay Per Click Marketing Social
Media Marketing Google Maps amp Local Search Web Design amp Development Mobile
Marketing Short Message Service (SMS) Another very effective tool is SEO (search engine
optimization) which allows embedding into the company website option for the most
important (most likely needed) words phrases while creating company web pages This set of
words with high possibility that potential customer will dial up will give opportunity for the
company website to pop up in the top list of the search engine (Google chrome yahoo etc)
Under research problem ndash low enrollment of students the researcher should look for the
findings of other studies relevant to this study problem The questions to start with are ―What
factors in university marketing practices are missing to achieve constant enrollment growth
―Is there any interrelationship of those factors and university attractiveness growth
One of the studies has been conducted among students registered state subsidized
universities in South Africa The purpose of this paper was to present a new marketing mix
based on MBA studentslsquo attitudes and opinions towards the marketing initiatives of business
schools in South Africa The findings of this study revealed showed seven quite distinct
underlying factors in the marketing activities of these business schools some covering the
same elements of the traditional marketing mix people promotion and price There were
however four different elements programme prominence prospectus and premiums ―The
marketing mix is a set of controllable marketing tools that an institution uses to produce the
response it wants from its various target markets It consists of everything that the university
can do to influence the demand for the services that its offers Tangible products have
traditionally used a 4Ps model the services sector on the other hand uses a 7P approach in
order to satisfy the needs of the service providerlsquos customers product price place
promotion people physical facilities and processes The product is what is being sold It is
33
more than a simple set of tangible features it is a complex bundle of benefits that satisfy
customer needs The price element of the services marketing mix is dominated by what is
being charged for the degree or tuition fees that are required to enroll at the university Place
is the distribution method that the university adopts to provide the tuition to its market in a
manner that meets if not exceeds student expectations Promotion encompasses all the tools
that universities can use to provide the market with information on its offerings advertising
publicity public relations and sales promotional efforts (Jonathan Ivy 2008) This traditional
model encompasses tools which deal with tangible products In case of university it provides
intangible product which needs more tools for promotion Fifth tool is people who are
considered as a staff in university (academic administrative and support staff) To have a
prominent image university should have teaching staff reputations PhD holders Professorial
title holders Also administrative staff can also play an important role to attain prospective
students by simply providing professional phone call inquiry
The newest addition to the marketing mix is physical evidence and processes Physical
evidence is attributed to internal and external appearance of the entity (from teaching
materials to facade of the building and lecture rooms) ―Processes are all the administrative
and bureaucratic functions of the university from the handling of enquiries to registration
from course evaluation to examinations from result dissemination to graduation to name but
a few During the period that the student is registered processes need to be set in motion to
ensure that the student registers for the correct courses has marks or grades correctly
calculated and entered against the studentlsquos name and is ultimately awarded the correct
qualification While this might seem quite straight forward there are numerous other
processes that need to be implemented concurrently (with the finance system
accommodation time tabling and the library) to ensure the highest level of student
satisfaction The findings of this research suggest that the traditional 4- 5- and indeed 7P
marketing services marketing mix may not be the best way to approach the marketing of
MBA programs in South Africa Using principal components factor analysis on 25 commonly
used marketing tools indicates that four new distinctive and independent elements exist along
with three elements from the traditional marketing mix (Jonathan Ivy 2008) The most
important element from the marketing mix was ―program element (the range of electives in
the degree choice of majors) The second was ―prominence of the degree (academic staff
reputations position on league tables or MBA reviews in the popular press) The traditional
promotions element of the marketing mix was split into two areas standard mass media
34
advertising and hard copy promotional materials such as the university prospectus and direct
mail posted to prospective students called ―prospectus in the MBA marketing mix The
price element is dominated by flexible payment of tuition fees which means that students are
price sensitive and looking for payment flexibility The people element has had a small
modification with face-to-face teaching being included along with personal contact with
graduates and open day attendance The final element of the new marketing mix is called
premiums This is a diverse element of the mix which included accommodation the number
of modules in the degree student exchange programmes university computer facilities and
class sizes While this element was considered the least important of the marketing tools not
offering some of these items could seriously damage the recruitment prospects of a business
school Indeed some items would be considered a standard offering of a university and
expected by a student without further consideration or evaluation (Jonathan Ivy 2008)
So from this study researcher may answer on the posed questions before There is indeed
some other factors out of the standard marketing mix which in this case (higher education
marketing) play a key role In order to finally apply those factors into the practical
implementation researcher should check whether all of those factors remain important for
MU For this purpose primary data should be collected by creating questionnaire which
includes new marketing mix tools
Another study conducted in the realm of marketing communications in Taiwan includes
other findings The purpose of this study was to examine how a graduate institute at National
Chiayi University (NCYU) by using a model that integrates analytic hierarchy process
cluster analysis and correspondence analysis can develop effective marketing strategies
This research revealed that even though universities and colleges in Taiwan have
increasingly realized the importance of having sound marketing strategies to stay competitive
they have concentrated their marketing strategies on promotion ndash advertising tuition
reduction scholarships etc This trend has often obscured the fact that marketing should be
based on customer needs with better efforts made to fulfill these needs Although market
segmentation and positioning enable marketers and institutional planners in higher education
to understand customer needs and to visualize institutional advantages in relation to their
competitorslsquo positions these are relatively new endeavors in educational marketing in
Taiwan
The results display that the five most important factors for studentslsquo school selection
were employability curriculum academic reputation faculty and research environment
35
Students perceived NCYU to be strongly associated with lower tuition fewer entrance-exam
subjects lower entrance-exam pass rates and easier graduation requirements (Hsuan-Fu Ho
Chia-Chi Hung 2008)
In order to verify whether such criteria are also indisputable preconditions for choosing
MU as a potential tertiary institution they should be included into the study questionnaire
As we can see that in secondary information there are many ways on how to improve
university standing and how to reach a customer But this information does not give us the
picture of Masaryk University customer why she chose MU what were the preferences to
choose it where she first time got to know about it and etc That is why for this part ndash to get
the picture of MU customer from primary data collection and then apply appropriate tools that
have been mentioned before would be a good combination for a successful marketing
campaign
24 Primary data
For the purpose of this study ndash increase MU attractiveness primary data has been
collected Researcher developed questionnaire which consists of 15 questions and randomly
gave out to international students The main goal of this questionnaire is to answer two
research questions set by researcher
1 On what element of marketing mix students relied more when choosing MU ―People
―Physical evidence or ―Processes
2 Does the possibility of domestic market employability after graduation plays the key role
for choosing MU
These two research questions will help to get a clue on how specifically to improve
attractiveness of MU
Data is analyzed by using excel Microsoft office application with support of various graphs
and tables It has been calculated that majority of respondents are current students in MU
which gives more in depth data describing university attractiveness
36
Graph 1 ―Identification of students` status
It is 62 of respondents stated that they are currently study in MU This will bring more in
depth data from the survey
Specializations have wider split up with two major elements Informatics and Medicine
amount to 32 and 27 accordingly Unfortunately there are no any students from sport
faculty As it has been mentioned respondents were chosen randomly so it can be obvious
that there is big amount of students studying or intend to study medicine and informatics
Graph 2 ―Identification variability of specializations
37
Country of origin table shows that students from Slovakia have majority Probably
because of country and national closeness to Czech Republic The second biggest majority is
students from United Kindom after them students from Russia and Hungary
Graph 3 ―Country of origin split up
Question number 4 relates to first research question (On what element of marketing mix
students relied more when choosing MU ―People ―Physical evidence or ―Processes)
which specifies the level of ―Process element in MU In general the level of handling phone
callemail is acceptable with 14 respondents answered as completely sufficient or completely
sufficient with additional information This shows that majority of students are satisfied with
first impression of contacting MU
38
Chart 3 ―Level of handling callemail inquiry
Question number 5 explains another element in first research question which is ―People It
is evident that for majority of students academic experience is the most important to know
about professors professionalism But it is also a big quantity of those who did not analyze
any information Five students responded that work experience in business sphere is a key
criteria to choose MU
Chart 4 ―Criteria for identifying professionalism of university teaching staff
The ―Process element is evaluated in question number six which explains the level of
administrative and bureaucratic functions in MU on the matter of convenience and usage
Number of courses
teachers offer
Quantity of
publication of
teachers
Work experience
in business sphere Academic
Experience Professional
title in
business
I didn`t analyze
any information
about academic
staff in MU
39
Chart 5 ―Convenience
On the chart it is shown that students rate these functions as convenient with only several
students who perceive it as rather inconvenient On the ―Usage chart it has also positive
trend representing that MU administrative and bureaucratic process is highly useful
Chart 6 ―Usage
Question number seven explains third element ―Physical evidence In graph below it is
obvious that majority of students do not check this element while choosing MU
40
Graph 4 ―Identification of processes element
69 replied negatively and 31 positively which means that this factor does not play a
key role in selecting university Majority of students rate MU facilities as comfortable It is
shown in the table below that eleven students rate facilities as good
Chart 7 ―Identification of physical evidence element
Question number nine encompasses several criteria which were taken from two elements of
marketing mix ―People and ―Physical evidence and some were not from this marketing
mix like ―ability to get employment in home country ―worldwide acceptable diploma
These two factors were taken from the second research question ―Does the possibility of
41
domestic market employability after graduation plays the key role for choosing MU Results
showed that students highly value ―ability to get employment in home country (16
respondents gave highest score) Also highly rated MU diploma as worldwide acceptable (15
respondents gave the highest score) Also for respondents it is important (with lower grading
score ndash ―4) ―Strong academic staff and ―Excellent laboratory facilities
Chart 8 ―MU criteria
Question number 10 includes set of common services that university provides to students
This question helps to understand what services MU provides sufficiently to students Results
showed that sufficient services that MU provides are almost all which have been mentioned in
the options list Only ―Small class sizes do not meet big majority expectations
a Ability to get
employment in home
country
b Strong
academic staff
d Library
facilities
c Excellent
laboratory
facilities
e Worldwide
acceptable diploma
42
Chart 9 ―MU services
Interesting results gave to the researcher questions number 11 which shows that mostly
students got to know about MU from internet search engines and from relativeslsquo advice
Graph 5 ―Media channel of MU
Question number 12 and 13 give overall satisfaction level with MU Question number 12
has been adopted from theoretical part which asks whether student is ready to enter university
again if heshe would have the same opportunity Question number 13 is double-checking this
statement Results are showing that majority of respondents would enter MU again and they
are satisfied with overall MU educational service
Reasonable
accommodation
Exchange
programs
Number of
modules
Small class
sizes
Internship
possibility
Research
environment Faculty
43
Graph 6 ―Choosing MU
Graph 7 ―General satisfaction of MU
Although researcher might observe big quantity of students who are relactant to answer
Graph derived from question 12 shows that half of respondents do not have such a strong
feeling to reenter MU The same situation is in general satisfaction of MU where 38
remained neutral
The last two questions deal with second research question And here results are varied
Graph 8 derived from question 14 depicts that MU degree is not that helpful for getting the
job back in home country Only 23 answered that degree surely will help to get a high paid
44
position 38 replied as ―probably yes 35 answered as ―not sure and 4 answered
―probably not So around 61 of respondents feel positive about successful employment
back home the rest are not that confident
Graph 8 ―Employability element
Graph 9 ―Employability element second question
If respondents replied positively on 14th
question then they were asked to state the reason
for this As it can be seen above high standard European education is playing a key role for
successful employment Also the rest of options have high scores too
45
RESEARCH REPORT
In the purpose of survey it was essential to understand which of three elements in
marketing mix (―People ―Processes and ―Physical evidence) students rely more and
therefore less while choosing MU According to study made in South Africa by Jonathan Ivy
there are seven elements in marketing mix which all equally important for improving
company attractiveness in service business Researcher of this study picked three out of
seven because they more closely respond to actual service oriented company The rest four
elements (product price promotion place) were existing before as traditional marketing mix
for all types of businesses So the element ―Processes uncovers with questions number 4 and
6 From the graphs it is obvious that students are satisfied with this marketing mix This gives
university strong point in attracting students Call email handling Information system
functionality and other bureaucratic functions work sufficiently well 22 students rated
callemail handling as positive Usage and convenience of different MU functional processes
are also positively appreciated with 13 students for convenience and 15 for usefulness From
this data it can be clearly stated that students do rely on effective functions of MU
Element ―People is identified in questions 5 9 and 10 Question 5 gives information that
students do not mainly rely on ―People element while choosing MU 9 students did not
analyze any information about professionalism of university teaching staff Meanwhile the
main factor on what students pay attention is academic experience of teachers But answers
for the questions 9 and 10 gives a tendency that students do rate criteria ―Professionalism of
teachers high but actually they give lower score for this actual criteria in question number
10 In question number 5 students chose different aspects of professionalism of teachers as a
criteria to enter MU Total score for professionalism aspects is 4+4+5+10+4=27 Also in
question number 9 criteria ―strong academic staff accumulates 17 points (it is taken only 4
and 5 levels of importance) But in question number 10 only students give only ten points for
―faculty as a sufficient service provided by MU It can be assumed that students had higher
expectation before entering into university that they have got
Element ―Physical evidence is seen as not important for respondents Graph for question
number 7 shows that 69 of students did not check elements of ―Physical evidence Also
majority of students rate university facilities as ―Good with opportunity to select ―Excellent
46
status (in question number 8) On the other hand students rate university accommodation and
research environment as high enough (question number 10) It can be concluded that during
the process of choosing university students do not rely heavily on ―Physical evidence But
they did get reasonable service in ―Physical evidence while studying in MU
Second research question states ―Does the possibility of domestic market employability
after graduation plays the key role for choosing MU After analysis of relevant graphs and
tables it became clear that this factor (possibility to get employed) is very important for
students So question number 9 gets the highest score (16) for criteria in choosing MU ndash
―ability to get employment in home country and also high score for ―worldwide acceptable
diploma Even though students rate possibility to get employed as the highest criteria to
enter MU 39 of students are not sure or don not think they will obtain high paid job back
home Here is the point to work for MU administration Students rely on high standard
European education and English language education as a key criterion for being confident in
getting well paid job (question number 15)
The data analysis process constitutes the following
1 MU has convenient and useful bureaucratic functions which are considered as a strong
point in delivering knowledge without obstacles It is difficult to identify the level of
―processes in organization but some points can be highlighted in promotion materials It can
be description of functionality of Information System or description of easy courses
registration
2 Element ―People has deviation in what is expected and what is delivered Students
have a bit higher expectations on the level of teaching staff experience and competence It is
recommended to do a deeper research on the reasons for this deviation But for now it can be
decided to arrange seminars or trainings for teacher to improve their marketing knowledge
and explain commercial tendency in market of high education
3 University ―Physical evidence is has strong rate of sufficiency The only problem that
students do not feel need to pay attention on this element Here MU administration should put
accent on Including pictures of libraries with free Wi-fi canteens computer labs which have
good and pleasant conditions
4 The most important criteria for students to choose MU is high possibility to get
employed at home But this perspective lacks consistency because there is significant amount
of students who remain uncertain in the future employability This gap can be solved by
successful decision making of three elements above ―People ―Processes and ―Physical
47
evidence But it is recommended to conduct further survey questioning the reasons of
students` uncertainty in future employability Maybe the reason is not related to some weak
points in marketing mix but the problem in home countries itself (political instability
nepotism etc)
To sum up the general situation in four factors mentioned above ―processes should be
promoted to international students as a smooth tool in obtaining degree ―people should go
through training on how to deliver lecture in contemporary commercial world of high
education market ―physical evidence should be mentioned in promotion of MU ―student
employability will be interrelated with ―people plus MU has to install closer relationship
with international companies (internships provision seminars with company representatives
professional lectures from leading companies etc)
Secondary information has also a great help in increasing university attractiveness
Viral marketing can be applied to MU because question number 11 shows that internet search
engine is a key tool how students found about MU There is a video of experience Brno life
among Erasmus Students which can be remade as a good promotion video of student life on
campus For Masaryk University very effective tool will be Google Analytics giving a wide
scope of techniques on how to track differentiate and analyze visitors ―Google Analytics is
the enterprise-class web analytics solution that gives rich insights into the website traffic and
marketing effectiveness Powerful flexible and easy-to-use features now give opportunity to
see and analyze your traffic data in an entirely new way With Google Analytics it is easier to
write better-targeted ads strengthen marketing initiatives and create higher converting
websites (Google Analytics website)
In general MU marketing politics should involve techniques mentioned by Jarvis J in his
book ―What Would Google Do Companies must learn that they are better off when they
cede control to their customers Give us control we will use it and you will win
Also it is important to read blogs There are search engines for blogs like Technorati
Icerocket Google Bloglines Pub-sub where MU marketing officials can search for MU
discussion groups or some topics
MU officials should constantly maintain ―conversation with current students It is a good
idea to start communication with those bloggers who care enough to talk about MU products
and service and brand The least MU officials can do is engage them and join the
conversation Even further step can be done Ask consumers what they think MU
48
administration should do MU will end up with better products and do a better job selling
them to more satisfied customers who can even help each other if MU officials let them
Next it will be effective to start university blog where students openly and forthrightly
share the problems and the solutions as they occur There is no reason why a university dean
should not open a direct conversation with the public That will do more to change the
culturemdashto finally make it customer-focused and mean itmdashthan a dozen consultants a
hundred off- sites or a million ad impressions
During of development process of some programs or anything in university it is better to
involve students in this process also
The last but not the least is links on the website of MU There are three links on the ESF
faculty One of them is ―Review of economic perspectives ―call for papers and Citi Bank
banner There should be more links to Headhunters conferences industry associations
current job opportunities etc This gives website alive image and helpful time spending
49
CONCLUSION
This study has been conducted in favor of future Masaryk University prosperity in the
current commercial world Researcher had a strong motivation to give helpful secondary and
primary information which will foster university educational process in the frames of
contemporary world
Of course any research comes up with further recommendations to analyze questionable
matters in results obtained Researcher believes that this work is just another step to constant
need of self-improvement
Researcher advices to put more accent on IT support to promote university image and
therefore increate its attractiveness (Harry Hayward 2011) mentioned that 80 million hours
of video loaded to YouTube every minute So there is high potential for promotion Viral
video of MU will hit several aspects of university improvement brand product suite
differentiation lifestyle according to Dr DJToncich Apart of that it is recommended to
build system of values believes and attitudes among students and university staff and
promote this in the future According to Dr Mark Putman it is essential nowadays to educate
university staff about strategic role of marketing and branding Website analytics would be
useful for measurement and marketing analysis Search optimization engine is another tool on
how to maintain university webpage in the top 10 results in Google chrome or other web
search engines On YouTube there is option to post advertisement of a company only in the
videos which are related to the sphere of products or services company offer So MU might
sign a contract of including its advertisement on videos which has key words as ―education
―high ―in English etc
According to primary data obtained it is obvious that several aspects in MU marketing
mix do not match high criteria among students Once one factor ―People would be solved
through trainings and constant updating knowledge of personnel another interrelated problem
will be offset ndash ―Employability But there is no any research done on interdependence of
these two factors so for further analysis of situation another research should be taken The
main purpose of this research would be identification of cause and effect linkages between
50
―People ―Employability and other factors which influence studentslsquo ability to get high paid
job back home And there are a lot of those factors starting from political situation in the
country to the level of corruption and nepotism
MU has potential to improve its educational process as we do the students because we are
the main customers for our university But one thing should not be forgotten and it is
companies which have strong notion about reality in one or another specialization That is
why my last advice for Masaryk University is to appeal as a liaison entity between students
and companies
51
REFERENCES
Barabba Vincent P Zaltman Gerald 1991 ―Hearing the Voice of the Market Competitive
Advantage Through Creative Use of Market Information Chapter 5
Conway Tony Stephen Mackay David Yorke (1994) Strategic Planning in Higher
Education Who Are the Customers International Journal of Educational Management
Vol 8 Iss 6 pp29 ndash 36
Cooper Donald R Schindler Pamela S 2003 ―Business research methods 8th ed
Dillman Don A 2000 ―Mail and Internet Surveys The Tailored Design Method 2nd
Edition New York
Dekeba Alemayehu 2003 ―Basic of Marketing Research Methods
URL httpwwwglobuszcomebooksMarketingResearchindexhtm
Hemsley-Brown JV and Oplatka I2006 Universities in a competitive global marketplace
a systematic review of the literature on higher education marketinglsquo International Journal
of Public Sector Management Vol 19 No 4 pp 316-338
Harry Hayward ―The power of digital storytelling 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Hair Joseph F - Bush Robert P - Ortinau David J ―Marketing research within a changing
information environment 3rd ed2006
Hsuan-Fu Ho Chia-Chi Hung Marketing mix formulation for higher education An
integrated analysis employing analytic hierarchy process cluster analysis and
correspondence analysis International Journal of Educational Management Vol 2 Iss
4 2008
Jarowski Ajay K Kohli and Arvind Sahay 2000 ―Market ndash Driven Versus Driving
Markets Journal of the Academy of Marketing Science 45-54
Johnson Bob ―Mobile marketing in higher education getting ready for 1012 and beyond
2011
URLhttpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Jarvis J ―What Would Google Do Adobe Acrobat eBook Reader 2008
52
Jonathan Ivy A new higher education marketing mix the 7Ps for MBA marketing
International Journal of Educational Management Vol 22 Iss 4 2008
Kotler Philip Fox Karen FA 1985 Strategic Marketing for Educational Institutions
Mora Michaela ―What Is Statistical Significance 2011
URL httprelevantinsightscomtagsample-size
Nha Nguyen Gaston LeBlanc 2001 Image and Reputation of Higher Education Institutions
in Studentslsquo Retention Decisions International Journal of Educational Management
Vol 15 Iss 6
URL httpwwwemeraldinsightcomjournalshtmarticleid=838798amp
Oppenheim ldquoQuestionnaire Design Interviewing and Attitude Measurementrdquo 1992
Oud Jacqueline 2004 ―Market research versus marketing research
Pimpa Nattavud 2003 ―Internationalization and trade in higher education opportunities and
challenges
Putnam Mark ―Do you drive the agenda or go along for the ride 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Rakhee Vyas Anne L Souchon 2003 Symbolic Use of Export Information A
Multidisciplinary Approach to Conceptual Development and Key Consequences
International Marketing Review Vol 20 Iss 1 pp67 ndash 94
URL httpwwwemeraldinsightcomjournalshtmarticleid=855530
Rich Lyons ―Authentic branding how creating a school brand with culture and curriculum
just might help save us 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Robert S Michael ―Inquiry amp Scientific Method 2002
URL httpwwwindianaedu~educy520sec5982week_1inquiry_sci_method02pdf
Rodriguez G ―5 Questions to Help You Understand Your Customer 2004
URL httpwwwpowerhomebizcomvol146customerhtm
Sekaran Uma Bougie Johan Roger Gisbert2009 ―Research Methods for Business a Skill
Building Approach 5th ed
Singleton Royce A Jr and Bruce C Straits 1999 Approaches to Social Research (3rd
Edition) New York Oxford University Press
Smith Scott M Albaum Gerald S 2005 ―Fundamentals of Marketing Research
Snyder Bruce ―Maximizing the power of web analytics 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Toncich ―Study and Learning in the Australian University System
53
URL httpwwwdoctorteenetfilesunibook04_ppdf
WEBSITES
Experiment-Resourcescom ―Comparing Quantitative and Qualitative Research 2009
URL wwwexperiment-resourcescomquantitative-and-qualitative-researchhtml
Higher Education Marketing Company Canada
URL httpwwwhigher-education-marketingcomcontact
Google Analytics website
URL httpwwwgooglecomintlenanalytics
54
Appendix A Questionnaire
Dear respondent this questionnaire is created in terms of Master`s degree diploma thesis The main goal of
this survey is to improve Masaryk University attractiveness by deriving the reasons for choosing Masaryk
University in obtaining a degree The answers will be kept as confidential and would not be used in any
other purposes other than for this research If you would have any questions regarding the results of this
survey please contact me
Ilya Shaiderov (380502mailmunicz)
Thank you for your cooperation
1 Are you a current or prospective student ____________________
2 What specialization you are obtaining or intend to obtain in MU ____________________
3 Please specify your country of origin ____________________
4 Please rate the level of handling your first phone callemail inquiry by MU staff (only if it is
applicable to your case)
1 2 3 4 5
5 While considering MU as an option to study what criteria did (do) you analyze to check
professionalism of university teaching staff (you may choose several options)
a Number of courses teachers offer
b Quantity of publication of teachers
c Work experience in business sphere
d Academic Experience
e Professional title in business
f I didn`t analyze any information about academic staff in MU
No response
Insufficient response
Sufficient enough
Completely sufficient with additional information
Completely sufficient
55
6 (Only for current students) Could you characterize the process of courses registration usage of IS
system and other administrative and bureaucratic functions of university (please choose one in each
scale)
Convenience
1 2 3 4 5
Usage
1 2 3 4 5
7 (For both current and prospective students) While choosing MU did (do) you check quantity of
books in university library accessibility of electronic databases new editions of study materials
overall quality of library
Yes
No
8 (Only for current students) Please rate MU facilities (buildings classrooms computer labs etc) on
the matter of ―comfortability
1 2 3 4 5
Excellent Good Sufficient Not enough Bad
Completely Convenient
Rather Convenient
Convenient Rather Inconvenient
Completely Inconvenient
Completely Useful
Rather Useful
Useful Rather Useless
Completely Useless
56
9 (For both current and prospective students) How do you rate the following factors as criteria for
choosing MU (1- least important 5 ndash most important)
a Ability to get employment in home country
b Strong academic staff
c Excellent laboratory facilities
d Library facilities
e Worldwide acceptable diploma
10 Please choose (mark ―V) services that MU sufficiently provides to you as a student (in case you
are prospective student - should be provided)
___ Reasonable accommodation (covered by student)
___ The number of modules in the degree and big variety of elective courses
___ Student exchange programs
___ Research environment (sufficient up to date study materials computer labs laboratories etc)
___ Small class sizes
___ Internship possibility
___ Faculty (profound selection of PhD and profession specialists)
1 2
T
y
p
e
a
q
u
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f
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o
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o
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y
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e
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o
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e
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e
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o
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y
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e
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e
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o
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e
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y
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e
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e
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e
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m
57
11 From what source you first found out about Masaryk University
a Website search engine
b Advice of friends parents etc
c TV
d Newspaper please specify____________
e Journals please specify____________
f Billboards
g Website banners please specify website_______________
h Other source__________________________
12 (Only for current students) If you had do it over again would you still choose MU If not please
specify why
a Yes
b Not sure
c Probably would
d Probably would not (please specify why)
__________________________________________________________________________________
__________________________________________________________________________________
________________________________________________________________
13 (Only for current students) Please describe your level of general satisfaction with university
a Not satisfied at all
b Neutral
c Satisfied
d Very satisfied
58
14 (For both current and prospective students) Do you think MU degree will help you to get above
average salary in your home country
a No b Probably not c Not sure d Probably yes c Yes
15 If you think that MU degree helps to get well paid job in your home country what might be
reasons for that (more than one reason can be selected)
a High standard European education d Possibility to pass internship in Europe
b Degree specialization choice e Other_________________________
c Education in English language
30
A ―Tool is a part of company (university in this case) image which should be promoted
And ―Vehicle is the way part of the image can be promoted ―Some key points to note are
that the mass media outlets (newspaper television and radio) having the broadest audience
are generally reserved for ―big picture marketing including the universitylsquos brand and
confidencereinforcement strategies Self-evidently promoting to the broadest audience is the
most costly way of getting a message out so the message needs to be simple and clear The
more specialized the audience however the more detailed the information ndash for example
university course guides and handbooks have the most specific audience and subsequently
the highest level of information density In these vehicles there is generally less content
related to the big picture issues of confidence and brand (Dr DJ Toncich 2008)
Nguyen amp Le Blanc (2001) focused on the image and reputation of the institution and
referred to the crucial role these factors played in the development of market positioning ndash
they drew on the well established concepts and theories in business sector marketing for their
study Bonsardi amp Ekwulugo (2003) who claimed that ―a centrally important principle of
marketing is that all marketing activities should be geared towards the customer also relied
on the literature used in business sector marketing and applied it to the context of higher
education
Branding is important for university to stand out in the market In ―ConnectEd
Symposium for the marketing of Higher Education (Chicago November 2011) Rich Lyons
(Dean Haas School of Business University of California Berkley) argued that
―What passes for branding in higher education is often nothing more than a catchy slogan
and logo Branding projects in universities sometimes evoke hostility indifference or bothmdash
or raise the question of why a good school would need to be so concerned about its image that
it would resort to ―corporate measures But when branding reaches deep to magnify a
schoollsquos differentiation and its core essence the result can be a powerful boost on multiple
dimensionsmdashstudent recruitment alumni interest fund raising media interest and so on And
it can resonate with key audiences emotionally to align what the school does with their
passion to change the world Dean Rich Lyons has led the Haas School of Business at UC
Berkeley in branding the school based on codifying its distinctive culture driving that culture
through its business processes and reforming its curriculum to produce a particular type of
leadermdasha path-bending leader The process is lengthy difficult and risks are high Learn why
the rewards of an authentic brand are worth the effort
31
According to this speech strong brand is coming from the culture of interaction among
students and all university staff Mainly students and professors should clearly understand
what matters mostly attracted them in chosen university (values believes attitudes etc should
match up with student`s)
Another aspect for university marketing start up procedure is reposition communications
as a strategic function in a more proactive attitude This matter has been covered by Dr Mark
Putnam President Central College IA in his article ―Do you drive the agenda or go along for
the ride In this article author ―sought to change the view of the marketing and
communications team from customer service providers to strategists He set a good example
with presidential blog using it to elevate the level of discourse at Central Putnam has a track
record for this kind of change management As senior vice president at Northeastern
University (Boston) he worked with the communications team to educate the university about
the strategic role of marketing and branding He comes by this perspective naturally (Dr
Mark Putnam 2011)
To improve university technical tools in attracting students mobile marketing is a great
way ―Mobile marketing brings challenges and opportunities to higher education when scarce
resources limit the ability to add new technologies and techniques to communication plans
We examine the mobile marketing landscape in search of whats most relevant to higher
education today with special attention to student recruitment and brand strength Areas
covered include site design for best task completion writing right for mobile sites monitoring
web analytics and integrating with traditional and social media websites (Bob Johnson
2011)
Another technical tool is digital video clips ―Video in its many forms is becoming a
major factor in our collective lives (80 million hours of video loaded to YouTube every
minute for example) As digital storytelling it is also being used in a variety of ways to build
brand equity with internal and external audiences Outcomes will be a better awareness of the
current trends in using video as a brand building tool and a field guide for teaching others
within the organization to make powerful digital stories Im currently using the workshop at
the UW to train students who will study abroad to make and distribute good quality video
about their experiences (Harry Hayward 2011) In case of brand building using video
assistance viral marketing campaign might work And the last idea which will increase
university profit is web site analytics ―The website is not only a conduit for most of your
marketing efforts todaymdashitlsquos also an incredible tool for measurement and marketing analysis
32
With web analytics you can better quantify the impact of your marketing campaigns improve
the effectiveness of your website segment visitors for micro-marketing efforts and generate
valuable marketing intelligence (Bruce Snyder 2011)
Marketing is the process of customer identification (needs views preferences financial
possibility to buy certain product) This task will be done through primary information
analysis Another task in marketing is development of ―analytics-driven approach to help to
reach a targeted student through search engines mobile smartphones text messaging email
newsletters and social media (Higher Education Marketing Company) This company has a
straight and logic view on marketing process in university which provides a wide scope of
services Google Analytics Search Engine Optimization Pay Per Click Marketing Social
Media Marketing Google Maps amp Local Search Web Design amp Development Mobile
Marketing Short Message Service (SMS) Another very effective tool is SEO (search engine
optimization) which allows embedding into the company website option for the most
important (most likely needed) words phrases while creating company web pages This set of
words with high possibility that potential customer will dial up will give opportunity for the
company website to pop up in the top list of the search engine (Google chrome yahoo etc)
Under research problem ndash low enrollment of students the researcher should look for the
findings of other studies relevant to this study problem The questions to start with are ―What
factors in university marketing practices are missing to achieve constant enrollment growth
―Is there any interrelationship of those factors and university attractiveness growth
One of the studies has been conducted among students registered state subsidized
universities in South Africa The purpose of this paper was to present a new marketing mix
based on MBA studentslsquo attitudes and opinions towards the marketing initiatives of business
schools in South Africa The findings of this study revealed showed seven quite distinct
underlying factors in the marketing activities of these business schools some covering the
same elements of the traditional marketing mix people promotion and price There were
however four different elements programme prominence prospectus and premiums ―The
marketing mix is a set of controllable marketing tools that an institution uses to produce the
response it wants from its various target markets It consists of everything that the university
can do to influence the demand for the services that its offers Tangible products have
traditionally used a 4Ps model the services sector on the other hand uses a 7P approach in
order to satisfy the needs of the service providerlsquos customers product price place
promotion people physical facilities and processes The product is what is being sold It is
33
more than a simple set of tangible features it is a complex bundle of benefits that satisfy
customer needs The price element of the services marketing mix is dominated by what is
being charged for the degree or tuition fees that are required to enroll at the university Place
is the distribution method that the university adopts to provide the tuition to its market in a
manner that meets if not exceeds student expectations Promotion encompasses all the tools
that universities can use to provide the market with information on its offerings advertising
publicity public relations and sales promotional efforts (Jonathan Ivy 2008) This traditional
model encompasses tools which deal with tangible products In case of university it provides
intangible product which needs more tools for promotion Fifth tool is people who are
considered as a staff in university (academic administrative and support staff) To have a
prominent image university should have teaching staff reputations PhD holders Professorial
title holders Also administrative staff can also play an important role to attain prospective
students by simply providing professional phone call inquiry
The newest addition to the marketing mix is physical evidence and processes Physical
evidence is attributed to internal and external appearance of the entity (from teaching
materials to facade of the building and lecture rooms) ―Processes are all the administrative
and bureaucratic functions of the university from the handling of enquiries to registration
from course evaluation to examinations from result dissemination to graduation to name but
a few During the period that the student is registered processes need to be set in motion to
ensure that the student registers for the correct courses has marks or grades correctly
calculated and entered against the studentlsquos name and is ultimately awarded the correct
qualification While this might seem quite straight forward there are numerous other
processes that need to be implemented concurrently (with the finance system
accommodation time tabling and the library) to ensure the highest level of student
satisfaction The findings of this research suggest that the traditional 4- 5- and indeed 7P
marketing services marketing mix may not be the best way to approach the marketing of
MBA programs in South Africa Using principal components factor analysis on 25 commonly
used marketing tools indicates that four new distinctive and independent elements exist along
with three elements from the traditional marketing mix (Jonathan Ivy 2008) The most
important element from the marketing mix was ―program element (the range of electives in
the degree choice of majors) The second was ―prominence of the degree (academic staff
reputations position on league tables or MBA reviews in the popular press) The traditional
promotions element of the marketing mix was split into two areas standard mass media
34
advertising and hard copy promotional materials such as the university prospectus and direct
mail posted to prospective students called ―prospectus in the MBA marketing mix The
price element is dominated by flexible payment of tuition fees which means that students are
price sensitive and looking for payment flexibility The people element has had a small
modification with face-to-face teaching being included along with personal contact with
graduates and open day attendance The final element of the new marketing mix is called
premiums This is a diverse element of the mix which included accommodation the number
of modules in the degree student exchange programmes university computer facilities and
class sizes While this element was considered the least important of the marketing tools not
offering some of these items could seriously damage the recruitment prospects of a business
school Indeed some items would be considered a standard offering of a university and
expected by a student without further consideration or evaluation (Jonathan Ivy 2008)
So from this study researcher may answer on the posed questions before There is indeed
some other factors out of the standard marketing mix which in this case (higher education
marketing) play a key role In order to finally apply those factors into the practical
implementation researcher should check whether all of those factors remain important for
MU For this purpose primary data should be collected by creating questionnaire which
includes new marketing mix tools
Another study conducted in the realm of marketing communications in Taiwan includes
other findings The purpose of this study was to examine how a graduate institute at National
Chiayi University (NCYU) by using a model that integrates analytic hierarchy process
cluster analysis and correspondence analysis can develop effective marketing strategies
This research revealed that even though universities and colleges in Taiwan have
increasingly realized the importance of having sound marketing strategies to stay competitive
they have concentrated their marketing strategies on promotion ndash advertising tuition
reduction scholarships etc This trend has often obscured the fact that marketing should be
based on customer needs with better efforts made to fulfill these needs Although market
segmentation and positioning enable marketers and institutional planners in higher education
to understand customer needs and to visualize institutional advantages in relation to their
competitorslsquo positions these are relatively new endeavors in educational marketing in
Taiwan
The results display that the five most important factors for studentslsquo school selection
were employability curriculum academic reputation faculty and research environment
35
Students perceived NCYU to be strongly associated with lower tuition fewer entrance-exam
subjects lower entrance-exam pass rates and easier graduation requirements (Hsuan-Fu Ho
Chia-Chi Hung 2008)
In order to verify whether such criteria are also indisputable preconditions for choosing
MU as a potential tertiary institution they should be included into the study questionnaire
As we can see that in secondary information there are many ways on how to improve
university standing and how to reach a customer But this information does not give us the
picture of Masaryk University customer why she chose MU what were the preferences to
choose it where she first time got to know about it and etc That is why for this part ndash to get
the picture of MU customer from primary data collection and then apply appropriate tools that
have been mentioned before would be a good combination for a successful marketing
campaign
24 Primary data
For the purpose of this study ndash increase MU attractiveness primary data has been
collected Researcher developed questionnaire which consists of 15 questions and randomly
gave out to international students The main goal of this questionnaire is to answer two
research questions set by researcher
1 On what element of marketing mix students relied more when choosing MU ―People
―Physical evidence or ―Processes
2 Does the possibility of domestic market employability after graduation plays the key role
for choosing MU
These two research questions will help to get a clue on how specifically to improve
attractiveness of MU
Data is analyzed by using excel Microsoft office application with support of various graphs
and tables It has been calculated that majority of respondents are current students in MU
which gives more in depth data describing university attractiveness
36
Graph 1 ―Identification of students` status
It is 62 of respondents stated that they are currently study in MU This will bring more in
depth data from the survey
Specializations have wider split up with two major elements Informatics and Medicine
amount to 32 and 27 accordingly Unfortunately there are no any students from sport
faculty As it has been mentioned respondents were chosen randomly so it can be obvious
that there is big amount of students studying or intend to study medicine and informatics
Graph 2 ―Identification variability of specializations
37
Country of origin table shows that students from Slovakia have majority Probably
because of country and national closeness to Czech Republic The second biggest majority is
students from United Kindom after them students from Russia and Hungary
Graph 3 ―Country of origin split up
Question number 4 relates to first research question (On what element of marketing mix
students relied more when choosing MU ―People ―Physical evidence or ―Processes)
which specifies the level of ―Process element in MU In general the level of handling phone
callemail is acceptable with 14 respondents answered as completely sufficient or completely
sufficient with additional information This shows that majority of students are satisfied with
first impression of contacting MU
38
Chart 3 ―Level of handling callemail inquiry
Question number 5 explains another element in first research question which is ―People It
is evident that for majority of students academic experience is the most important to know
about professors professionalism But it is also a big quantity of those who did not analyze
any information Five students responded that work experience in business sphere is a key
criteria to choose MU
Chart 4 ―Criteria for identifying professionalism of university teaching staff
The ―Process element is evaluated in question number six which explains the level of
administrative and bureaucratic functions in MU on the matter of convenience and usage
Number of courses
teachers offer
Quantity of
publication of
teachers
Work experience
in business sphere Academic
Experience Professional
title in
business
I didn`t analyze
any information
about academic
staff in MU
39
Chart 5 ―Convenience
On the chart it is shown that students rate these functions as convenient with only several
students who perceive it as rather inconvenient On the ―Usage chart it has also positive
trend representing that MU administrative and bureaucratic process is highly useful
Chart 6 ―Usage
Question number seven explains third element ―Physical evidence In graph below it is
obvious that majority of students do not check this element while choosing MU
40
Graph 4 ―Identification of processes element
69 replied negatively and 31 positively which means that this factor does not play a
key role in selecting university Majority of students rate MU facilities as comfortable It is
shown in the table below that eleven students rate facilities as good
Chart 7 ―Identification of physical evidence element
Question number nine encompasses several criteria which were taken from two elements of
marketing mix ―People and ―Physical evidence and some were not from this marketing
mix like ―ability to get employment in home country ―worldwide acceptable diploma
These two factors were taken from the second research question ―Does the possibility of
41
domestic market employability after graduation plays the key role for choosing MU Results
showed that students highly value ―ability to get employment in home country (16
respondents gave highest score) Also highly rated MU diploma as worldwide acceptable (15
respondents gave the highest score) Also for respondents it is important (with lower grading
score ndash ―4) ―Strong academic staff and ―Excellent laboratory facilities
Chart 8 ―MU criteria
Question number 10 includes set of common services that university provides to students
This question helps to understand what services MU provides sufficiently to students Results
showed that sufficient services that MU provides are almost all which have been mentioned in
the options list Only ―Small class sizes do not meet big majority expectations
a Ability to get
employment in home
country
b Strong
academic staff
d Library
facilities
c Excellent
laboratory
facilities
e Worldwide
acceptable diploma
42
Chart 9 ―MU services
Interesting results gave to the researcher questions number 11 which shows that mostly
students got to know about MU from internet search engines and from relativeslsquo advice
Graph 5 ―Media channel of MU
Question number 12 and 13 give overall satisfaction level with MU Question number 12
has been adopted from theoretical part which asks whether student is ready to enter university
again if heshe would have the same opportunity Question number 13 is double-checking this
statement Results are showing that majority of respondents would enter MU again and they
are satisfied with overall MU educational service
Reasonable
accommodation
Exchange
programs
Number of
modules
Small class
sizes
Internship
possibility
Research
environment Faculty
43
Graph 6 ―Choosing MU
Graph 7 ―General satisfaction of MU
Although researcher might observe big quantity of students who are relactant to answer
Graph derived from question 12 shows that half of respondents do not have such a strong
feeling to reenter MU The same situation is in general satisfaction of MU where 38
remained neutral
The last two questions deal with second research question And here results are varied
Graph 8 derived from question 14 depicts that MU degree is not that helpful for getting the
job back in home country Only 23 answered that degree surely will help to get a high paid
44
position 38 replied as ―probably yes 35 answered as ―not sure and 4 answered
―probably not So around 61 of respondents feel positive about successful employment
back home the rest are not that confident
Graph 8 ―Employability element
Graph 9 ―Employability element second question
If respondents replied positively on 14th
question then they were asked to state the reason
for this As it can be seen above high standard European education is playing a key role for
successful employment Also the rest of options have high scores too
45
RESEARCH REPORT
In the purpose of survey it was essential to understand which of three elements in
marketing mix (―People ―Processes and ―Physical evidence) students rely more and
therefore less while choosing MU According to study made in South Africa by Jonathan Ivy
there are seven elements in marketing mix which all equally important for improving
company attractiveness in service business Researcher of this study picked three out of
seven because they more closely respond to actual service oriented company The rest four
elements (product price promotion place) were existing before as traditional marketing mix
for all types of businesses So the element ―Processes uncovers with questions number 4 and
6 From the graphs it is obvious that students are satisfied with this marketing mix This gives
university strong point in attracting students Call email handling Information system
functionality and other bureaucratic functions work sufficiently well 22 students rated
callemail handling as positive Usage and convenience of different MU functional processes
are also positively appreciated with 13 students for convenience and 15 for usefulness From
this data it can be clearly stated that students do rely on effective functions of MU
Element ―People is identified in questions 5 9 and 10 Question 5 gives information that
students do not mainly rely on ―People element while choosing MU 9 students did not
analyze any information about professionalism of university teaching staff Meanwhile the
main factor on what students pay attention is academic experience of teachers But answers
for the questions 9 and 10 gives a tendency that students do rate criteria ―Professionalism of
teachers high but actually they give lower score for this actual criteria in question number
10 In question number 5 students chose different aspects of professionalism of teachers as a
criteria to enter MU Total score for professionalism aspects is 4+4+5+10+4=27 Also in
question number 9 criteria ―strong academic staff accumulates 17 points (it is taken only 4
and 5 levels of importance) But in question number 10 only students give only ten points for
―faculty as a sufficient service provided by MU It can be assumed that students had higher
expectation before entering into university that they have got
Element ―Physical evidence is seen as not important for respondents Graph for question
number 7 shows that 69 of students did not check elements of ―Physical evidence Also
majority of students rate university facilities as ―Good with opportunity to select ―Excellent
46
status (in question number 8) On the other hand students rate university accommodation and
research environment as high enough (question number 10) It can be concluded that during
the process of choosing university students do not rely heavily on ―Physical evidence But
they did get reasonable service in ―Physical evidence while studying in MU
Second research question states ―Does the possibility of domestic market employability
after graduation plays the key role for choosing MU After analysis of relevant graphs and
tables it became clear that this factor (possibility to get employed) is very important for
students So question number 9 gets the highest score (16) for criteria in choosing MU ndash
―ability to get employment in home country and also high score for ―worldwide acceptable
diploma Even though students rate possibility to get employed as the highest criteria to
enter MU 39 of students are not sure or don not think they will obtain high paid job back
home Here is the point to work for MU administration Students rely on high standard
European education and English language education as a key criterion for being confident in
getting well paid job (question number 15)
The data analysis process constitutes the following
1 MU has convenient and useful bureaucratic functions which are considered as a strong
point in delivering knowledge without obstacles It is difficult to identify the level of
―processes in organization but some points can be highlighted in promotion materials It can
be description of functionality of Information System or description of easy courses
registration
2 Element ―People has deviation in what is expected and what is delivered Students
have a bit higher expectations on the level of teaching staff experience and competence It is
recommended to do a deeper research on the reasons for this deviation But for now it can be
decided to arrange seminars or trainings for teacher to improve their marketing knowledge
and explain commercial tendency in market of high education
3 University ―Physical evidence is has strong rate of sufficiency The only problem that
students do not feel need to pay attention on this element Here MU administration should put
accent on Including pictures of libraries with free Wi-fi canteens computer labs which have
good and pleasant conditions
4 The most important criteria for students to choose MU is high possibility to get
employed at home But this perspective lacks consistency because there is significant amount
of students who remain uncertain in the future employability This gap can be solved by
successful decision making of three elements above ―People ―Processes and ―Physical
47
evidence But it is recommended to conduct further survey questioning the reasons of
students` uncertainty in future employability Maybe the reason is not related to some weak
points in marketing mix but the problem in home countries itself (political instability
nepotism etc)
To sum up the general situation in four factors mentioned above ―processes should be
promoted to international students as a smooth tool in obtaining degree ―people should go
through training on how to deliver lecture in contemporary commercial world of high
education market ―physical evidence should be mentioned in promotion of MU ―student
employability will be interrelated with ―people plus MU has to install closer relationship
with international companies (internships provision seminars with company representatives
professional lectures from leading companies etc)
Secondary information has also a great help in increasing university attractiveness
Viral marketing can be applied to MU because question number 11 shows that internet search
engine is a key tool how students found about MU There is a video of experience Brno life
among Erasmus Students which can be remade as a good promotion video of student life on
campus For Masaryk University very effective tool will be Google Analytics giving a wide
scope of techniques on how to track differentiate and analyze visitors ―Google Analytics is
the enterprise-class web analytics solution that gives rich insights into the website traffic and
marketing effectiveness Powerful flexible and easy-to-use features now give opportunity to
see and analyze your traffic data in an entirely new way With Google Analytics it is easier to
write better-targeted ads strengthen marketing initiatives and create higher converting
websites (Google Analytics website)
In general MU marketing politics should involve techniques mentioned by Jarvis J in his
book ―What Would Google Do Companies must learn that they are better off when they
cede control to their customers Give us control we will use it and you will win
Also it is important to read blogs There are search engines for blogs like Technorati
Icerocket Google Bloglines Pub-sub where MU marketing officials can search for MU
discussion groups or some topics
MU officials should constantly maintain ―conversation with current students It is a good
idea to start communication with those bloggers who care enough to talk about MU products
and service and brand The least MU officials can do is engage them and join the
conversation Even further step can be done Ask consumers what they think MU
48
administration should do MU will end up with better products and do a better job selling
them to more satisfied customers who can even help each other if MU officials let them
Next it will be effective to start university blog where students openly and forthrightly
share the problems and the solutions as they occur There is no reason why a university dean
should not open a direct conversation with the public That will do more to change the
culturemdashto finally make it customer-focused and mean itmdashthan a dozen consultants a
hundred off- sites or a million ad impressions
During of development process of some programs or anything in university it is better to
involve students in this process also
The last but not the least is links on the website of MU There are three links on the ESF
faculty One of them is ―Review of economic perspectives ―call for papers and Citi Bank
banner There should be more links to Headhunters conferences industry associations
current job opportunities etc This gives website alive image and helpful time spending
49
CONCLUSION
This study has been conducted in favor of future Masaryk University prosperity in the
current commercial world Researcher had a strong motivation to give helpful secondary and
primary information which will foster university educational process in the frames of
contemporary world
Of course any research comes up with further recommendations to analyze questionable
matters in results obtained Researcher believes that this work is just another step to constant
need of self-improvement
Researcher advices to put more accent on IT support to promote university image and
therefore increate its attractiveness (Harry Hayward 2011) mentioned that 80 million hours
of video loaded to YouTube every minute So there is high potential for promotion Viral
video of MU will hit several aspects of university improvement brand product suite
differentiation lifestyle according to Dr DJToncich Apart of that it is recommended to
build system of values believes and attitudes among students and university staff and
promote this in the future According to Dr Mark Putman it is essential nowadays to educate
university staff about strategic role of marketing and branding Website analytics would be
useful for measurement and marketing analysis Search optimization engine is another tool on
how to maintain university webpage in the top 10 results in Google chrome or other web
search engines On YouTube there is option to post advertisement of a company only in the
videos which are related to the sphere of products or services company offer So MU might
sign a contract of including its advertisement on videos which has key words as ―education
―high ―in English etc
According to primary data obtained it is obvious that several aspects in MU marketing
mix do not match high criteria among students Once one factor ―People would be solved
through trainings and constant updating knowledge of personnel another interrelated problem
will be offset ndash ―Employability But there is no any research done on interdependence of
these two factors so for further analysis of situation another research should be taken The
main purpose of this research would be identification of cause and effect linkages between
50
―People ―Employability and other factors which influence studentslsquo ability to get high paid
job back home And there are a lot of those factors starting from political situation in the
country to the level of corruption and nepotism
MU has potential to improve its educational process as we do the students because we are
the main customers for our university But one thing should not be forgotten and it is
companies which have strong notion about reality in one or another specialization That is
why my last advice for Masaryk University is to appeal as a liaison entity between students
and companies
51
REFERENCES
Barabba Vincent P Zaltman Gerald 1991 ―Hearing the Voice of the Market Competitive
Advantage Through Creative Use of Market Information Chapter 5
Conway Tony Stephen Mackay David Yorke (1994) Strategic Planning in Higher
Education Who Are the Customers International Journal of Educational Management
Vol 8 Iss 6 pp29 ndash 36
Cooper Donald R Schindler Pamela S 2003 ―Business research methods 8th ed
Dillman Don A 2000 ―Mail and Internet Surveys The Tailored Design Method 2nd
Edition New York
Dekeba Alemayehu 2003 ―Basic of Marketing Research Methods
URL httpwwwglobuszcomebooksMarketingResearchindexhtm
Hemsley-Brown JV and Oplatka I2006 Universities in a competitive global marketplace
a systematic review of the literature on higher education marketinglsquo International Journal
of Public Sector Management Vol 19 No 4 pp 316-338
Harry Hayward ―The power of digital storytelling 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Hair Joseph F - Bush Robert P - Ortinau David J ―Marketing research within a changing
information environment 3rd ed2006
Hsuan-Fu Ho Chia-Chi Hung Marketing mix formulation for higher education An
integrated analysis employing analytic hierarchy process cluster analysis and
correspondence analysis International Journal of Educational Management Vol 2 Iss
4 2008
Jarowski Ajay K Kohli and Arvind Sahay 2000 ―Market ndash Driven Versus Driving
Markets Journal of the Academy of Marketing Science 45-54
Johnson Bob ―Mobile marketing in higher education getting ready for 1012 and beyond
2011
URLhttpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Jarvis J ―What Would Google Do Adobe Acrobat eBook Reader 2008
52
Jonathan Ivy A new higher education marketing mix the 7Ps for MBA marketing
International Journal of Educational Management Vol 22 Iss 4 2008
Kotler Philip Fox Karen FA 1985 Strategic Marketing for Educational Institutions
Mora Michaela ―What Is Statistical Significance 2011
URL httprelevantinsightscomtagsample-size
Nha Nguyen Gaston LeBlanc 2001 Image and Reputation of Higher Education Institutions
in Studentslsquo Retention Decisions International Journal of Educational Management
Vol 15 Iss 6
URL httpwwwemeraldinsightcomjournalshtmarticleid=838798amp
Oppenheim ldquoQuestionnaire Design Interviewing and Attitude Measurementrdquo 1992
Oud Jacqueline 2004 ―Market research versus marketing research
Pimpa Nattavud 2003 ―Internationalization and trade in higher education opportunities and
challenges
Putnam Mark ―Do you drive the agenda or go along for the ride 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Rakhee Vyas Anne L Souchon 2003 Symbolic Use of Export Information A
Multidisciplinary Approach to Conceptual Development and Key Consequences
International Marketing Review Vol 20 Iss 1 pp67 ndash 94
URL httpwwwemeraldinsightcomjournalshtmarticleid=855530
Rich Lyons ―Authentic branding how creating a school brand with culture and curriculum
just might help save us 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Robert S Michael ―Inquiry amp Scientific Method 2002
URL httpwwwindianaedu~educy520sec5982week_1inquiry_sci_method02pdf
Rodriguez G ―5 Questions to Help You Understand Your Customer 2004
URL httpwwwpowerhomebizcomvol146customerhtm
Sekaran Uma Bougie Johan Roger Gisbert2009 ―Research Methods for Business a Skill
Building Approach 5th ed
Singleton Royce A Jr and Bruce C Straits 1999 Approaches to Social Research (3rd
Edition) New York Oxford University Press
Smith Scott M Albaum Gerald S 2005 ―Fundamentals of Marketing Research
Snyder Bruce ―Maximizing the power of web analytics 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Toncich ―Study and Learning in the Australian University System
53
URL httpwwwdoctorteenetfilesunibook04_ppdf
WEBSITES
Experiment-Resourcescom ―Comparing Quantitative and Qualitative Research 2009
URL wwwexperiment-resourcescomquantitative-and-qualitative-researchhtml
Higher Education Marketing Company Canada
URL httpwwwhigher-education-marketingcomcontact
Google Analytics website
URL httpwwwgooglecomintlenanalytics
54
Appendix A Questionnaire
Dear respondent this questionnaire is created in terms of Master`s degree diploma thesis The main goal of
this survey is to improve Masaryk University attractiveness by deriving the reasons for choosing Masaryk
University in obtaining a degree The answers will be kept as confidential and would not be used in any
other purposes other than for this research If you would have any questions regarding the results of this
survey please contact me
Ilya Shaiderov (380502mailmunicz)
Thank you for your cooperation
1 Are you a current or prospective student ____________________
2 What specialization you are obtaining or intend to obtain in MU ____________________
3 Please specify your country of origin ____________________
4 Please rate the level of handling your first phone callemail inquiry by MU staff (only if it is
applicable to your case)
1 2 3 4 5
5 While considering MU as an option to study what criteria did (do) you analyze to check
professionalism of university teaching staff (you may choose several options)
a Number of courses teachers offer
b Quantity of publication of teachers
c Work experience in business sphere
d Academic Experience
e Professional title in business
f I didn`t analyze any information about academic staff in MU
No response
Insufficient response
Sufficient enough
Completely sufficient with additional information
Completely sufficient
55
6 (Only for current students) Could you characterize the process of courses registration usage of IS
system and other administrative and bureaucratic functions of university (please choose one in each
scale)
Convenience
1 2 3 4 5
Usage
1 2 3 4 5
7 (For both current and prospective students) While choosing MU did (do) you check quantity of
books in university library accessibility of electronic databases new editions of study materials
overall quality of library
Yes
No
8 (Only for current students) Please rate MU facilities (buildings classrooms computer labs etc) on
the matter of ―comfortability
1 2 3 4 5
Excellent Good Sufficient Not enough Bad
Completely Convenient
Rather Convenient
Convenient Rather Inconvenient
Completely Inconvenient
Completely Useful
Rather Useful
Useful Rather Useless
Completely Useless
56
9 (For both current and prospective students) How do you rate the following factors as criteria for
choosing MU (1- least important 5 ndash most important)
a Ability to get employment in home country
b Strong academic staff
c Excellent laboratory facilities
d Library facilities
e Worldwide acceptable diploma
10 Please choose (mark ―V) services that MU sufficiently provides to you as a student (in case you
are prospective student - should be provided)
___ Reasonable accommodation (covered by student)
___ The number of modules in the degree and big variety of elective courses
___ Student exchange programs
___ Research environment (sufficient up to date study materials computer labs laboratories etc)
___ Small class sizes
___ Internship possibility
___ Faculty (profound selection of PhD and profession specialists)
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
r
t
3
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
r
t
h
e
4
T
y
p
e
a
q
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o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
r
t
5
[
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
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e
d
o
c
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m
e
n
t
o
r
1 2
T
y
p
e
a
q
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o
t
e
f
r
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m
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h
e
d
o
c
u
m
e
n
t
o
r
3
T
y
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a
q
u
o
t
e
f
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o
m
t
h
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d
o
c
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n
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o
r
t
4
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p
e
a
q
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o
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e
f
r
o
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h
e
d
o
c
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m
e
n
t
o
5
[
T
y
p
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q
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o
t
e
f
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o
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t
h
e
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o
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e
n
t
o
1 2
T
y
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e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
3
T
y
p
e
a
q
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o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
r
4
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
5
[
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
3
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
4
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
5
[
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
3
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
4
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
5
[
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
57
11 From what source you first found out about Masaryk University
a Website search engine
b Advice of friends parents etc
c TV
d Newspaper please specify____________
e Journals please specify____________
f Billboards
g Website banners please specify website_______________
h Other source__________________________
12 (Only for current students) If you had do it over again would you still choose MU If not please
specify why
a Yes
b Not sure
c Probably would
d Probably would not (please specify why)
__________________________________________________________________________________
__________________________________________________________________________________
________________________________________________________________
13 (Only for current students) Please describe your level of general satisfaction with university
a Not satisfied at all
b Neutral
c Satisfied
d Very satisfied
58
14 (For both current and prospective students) Do you think MU degree will help you to get above
average salary in your home country
a No b Probably not c Not sure d Probably yes c Yes
15 If you think that MU degree helps to get well paid job in your home country what might be
reasons for that (more than one reason can be selected)
a High standard European education d Possibility to pass internship in Europe
b Degree specialization choice e Other_________________________
c Education in English language
31
According to this speech strong brand is coming from the culture of interaction among
students and all university staff Mainly students and professors should clearly understand
what matters mostly attracted them in chosen university (values believes attitudes etc should
match up with student`s)
Another aspect for university marketing start up procedure is reposition communications
as a strategic function in a more proactive attitude This matter has been covered by Dr Mark
Putnam President Central College IA in his article ―Do you drive the agenda or go along for
the ride In this article author ―sought to change the view of the marketing and
communications team from customer service providers to strategists He set a good example
with presidential blog using it to elevate the level of discourse at Central Putnam has a track
record for this kind of change management As senior vice president at Northeastern
University (Boston) he worked with the communications team to educate the university about
the strategic role of marketing and branding He comes by this perspective naturally (Dr
Mark Putnam 2011)
To improve university technical tools in attracting students mobile marketing is a great
way ―Mobile marketing brings challenges and opportunities to higher education when scarce
resources limit the ability to add new technologies and techniques to communication plans
We examine the mobile marketing landscape in search of whats most relevant to higher
education today with special attention to student recruitment and brand strength Areas
covered include site design for best task completion writing right for mobile sites monitoring
web analytics and integrating with traditional and social media websites (Bob Johnson
2011)
Another technical tool is digital video clips ―Video in its many forms is becoming a
major factor in our collective lives (80 million hours of video loaded to YouTube every
minute for example) As digital storytelling it is also being used in a variety of ways to build
brand equity with internal and external audiences Outcomes will be a better awareness of the
current trends in using video as a brand building tool and a field guide for teaching others
within the organization to make powerful digital stories Im currently using the workshop at
the UW to train students who will study abroad to make and distribute good quality video
about their experiences (Harry Hayward 2011) In case of brand building using video
assistance viral marketing campaign might work And the last idea which will increase
university profit is web site analytics ―The website is not only a conduit for most of your
marketing efforts todaymdashitlsquos also an incredible tool for measurement and marketing analysis
32
With web analytics you can better quantify the impact of your marketing campaigns improve
the effectiveness of your website segment visitors for micro-marketing efforts and generate
valuable marketing intelligence (Bruce Snyder 2011)
Marketing is the process of customer identification (needs views preferences financial
possibility to buy certain product) This task will be done through primary information
analysis Another task in marketing is development of ―analytics-driven approach to help to
reach a targeted student through search engines mobile smartphones text messaging email
newsletters and social media (Higher Education Marketing Company) This company has a
straight and logic view on marketing process in university which provides a wide scope of
services Google Analytics Search Engine Optimization Pay Per Click Marketing Social
Media Marketing Google Maps amp Local Search Web Design amp Development Mobile
Marketing Short Message Service (SMS) Another very effective tool is SEO (search engine
optimization) which allows embedding into the company website option for the most
important (most likely needed) words phrases while creating company web pages This set of
words with high possibility that potential customer will dial up will give opportunity for the
company website to pop up in the top list of the search engine (Google chrome yahoo etc)
Under research problem ndash low enrollment of students the researcher should look for the
findings of other studies relevant to this study problem The questions to start with are ―What
factors in university marketing practices are missing to achieve constant enrollment growth
―Is there any interrelationship of those factors and university attractiveness growth
One of the studies has been conducted among students registered state subsidized
universities in South Africa The purpose of this paper was to present a new marketing mix
based on MBA studentslsquo attitudes and opinions towards the marketing initiatives of business
schools in South Africa The findings of this study revealed showed seven quite distinct
underlying factors in the marketing activities of these business schools some covering the
same elements of the traditional marketing mix people promotion and price There were
however four different elements programme prominence prospectus and premiums ―The
marketing mix is a set of controllable marketing tools that an institution uses to produce the
response it wants from its various target markets It consists of everything that the university
can do to influence the demand for the services that its offers Tangible products have
traditionally used a 4Ps model the services sector on the other hand uses a 7P approach in
order to satisfy the needs of the service providerlsquos customers product price place
promotion people physical facilities and processes The product is what is being sold It is
33
more than a simple set of tangible features it is a complex bundle of benefits that satisfy
customer needs The price element of the services marketing mix is dominated by what is
being charged for the degree or tuition fees that are required to enroll at the university Place
is the distribution method that the university adopts to provide the tuition to its market in a
manner that meets if not exceeds student expectations Promotion encompasses all the tools
that universities can use to provide the market with information on its offerings advertising
publicity public relations and sales promotional efforts (Jonathan Ivy 2008) This traditional
model encompasses tools which deal with tangible products In case of university it provides
intangible product which needs more tools for promotion Fifth tool is people who are
considered as a staff in university (academic administrative and support staff) To have a
prominent image university should have teaching staff reputations PhD holders Professorial
title holders Also administrative staff can also play an important role to attain prospective
students by simply providing professional phone call inquiry
The newest addition to the marketing mix is physical evidence and processes Physical
evidence is attributed to internal and external appearance of the entity (from teaching
materials to facade of the building and lecture rooms) ―Processes are all the administrative
and bureaucratic functions of the university from the handling of enquiries to registration
from course evaluation to examinations from result dissemination to graduation to name but
a few During the period that the student is registered processes need to be set in motion to
ensure that the student registers for the correct courses has marks or grades correctly
calculated and entered against the studentlsquos name and is ultimately awarded the correct
qualification While this might seem quite straight forward there are numerous other
processes that need to be implemented concurrently (with the finance system
accommodation time tabling and the library) to ensure the highest level of student
satisfaction The findings of this research suggest that the traditional 4- 5- and indeed 7P
marketing services marketing mix may not be the best way to approach the marketing of
MBA programs in South Africa Using principal components factor analysis on 25 commonly
used marketing tools indicates that four new distinctive and independent elements exist along
with three elements from the traditional marketing mix (Jonathan Ivy 2008) The most
important element from the marketing mix was ―program element (the range of electives in
the degree choice of majors) The second was ―prominence of the degree (academic staff
reputations position on league tables or MBA reviews in the popular press) The traditional
promotions element of the marketing mix was split into two areas standard mass media
34
advertising and hard copy promotional materials such as the university prospectus and direct
mail posted to prospective students called ―prospectus in the MBA marketing mix The
price element is dominated by flexible payment of tuition fees which means that students are
price sensitive and looking for payment flexibility The people element has had a small
modification with face-to-face teaching being included along with personal contact with
graduates and open day attendance The final element of the new marketing mix is called
premiums This is a diverse element of the mix which included accommodation the number
of modules in the degree student exchange programmes university computer facilities and
class sizes While this element was considered the least important of the marketing tools not
offering some of these items could seriously damage the recruitment prospects of a business
school Indeed some items would be considered a standard offering of a university and
expected by a student without further consideration or evaluation (Jonathan Ivy 2008)
So from this study researcher may answer on the posed questions before There is indeed
some other factors out of the standard marketing mix which in this case (higher education
marketing) play a key role In order to finally apply those factors into the practical
implementation researcher should check whether all of those factors remain important for
MU For this purpose primary data should be collected by creating questionnaire which
includes new marketing mix tools
Another study conducted in the realm of marketing communications in Taiwan includes
other findings The purpose of this study was to examine how a graduate institute at National
Chiayi University (NCYU) by using a model that integrates analytic hierarchy process
cluster analysis and correspondence analysis can develop effective marketing strategies
This research revealed that even though universities and colleges in Taiwan have
increasingly realized the importance of having sound marketing strategies to stay competitive
they have concentrated their marketing strategies on promotion ndash advertising tuition
reduction scholarships etc This trend has often obscured the fact that marketing should be
based on customer needs with better efforts made to fulfill these needs Although market
segmentation and positioning enable marketers and institutional planners in higher education
to understand customer needs and to visualize institutional advantages in relation to their
competitorslsquo positions these are relatively new endeavors in educational marketing in
Taiwan
The results display that the five most important factors for studentslsquo school selection
were employability curriculum academic reputation faculty and research environment
35
Students perceived NCYU to be strongly associated with lower tuition fewer entrance-exam
subjects lower entrance-exam pass rates and easier graduation requirements (Hsuan-Fu Ho
Chia-Chi Hung 2008)
In order to verify whether such criteria are also indisputable preconditions for choosing
MU as a potential tertiary institution they should be included into the study questionnaire
As we can see that in secondary information there are many ways on how to improve
university standing and how to reach a customer But this information does not give us the
picture of Masaryk University customer why she chose MU what were the preferences to
choose it where she first time got to know about it and etc That is why for this part ndash to get
the picture of MU customer from primary data collection and then apply appropriate tools that
have been mentioned before would be a good combination for a successful marketing
campaign
24 Primary data
For the purpose of this study ndash increase MU attractiveness primary data has been
collected Researcher developed questionnaire which consists of 15 questions and randomly
gave out to international students The main goal of this questionnaire is to answer two
research questions set by researcher
1 On what element of marketing mix students relied more when choosing MU ―People
―Physical evidence or ―Processes
2 Does the possibility of domestic market employability after graduation plays the key role
for choosing MU
These two research questions will help to get a clue on how specifically to improve
attractiveness of MU
Data is analyzed by using excel Microsoft office application with support of various graphs
and tables It has been calculated that majority of respondents are current students in MU
which gives more in depth data describing university attractiveness
36
Graph 1 ―Identification of students` status
It is 62 of respondents stated that they are currently study in MU This will bring more in
depth data from the survey
Specializations have wider split up with two major elements Informatics and Medicine
amount to 32 and 27 accordingly Unfortunately there are no any students from sport
faculty As it has been mentioned respondents were chosen randomly so it can be obvious
that there is big amount of students studying or intend to study medicine and informatics
Graph 2 ―Identification variability of specializations
37
Country of origin table shows that students from Slovakia have majority Probably
because of country and national closeness to Czech Republic The second biggest majority is
students from United Kindom after them students from Russia and Hungary
Graph 3 ―Country of origin split up
Question number 4 relates to first research question (On what element of marketing mix
students relied more when choosing MU ―People ―Physical evidence or ―Processes)
which specifies the level of ―Process element in MU In general the level of handling phone
callemail is acceptable with 14 respondents answered as completely sufficient or completely
sufficient with additional information This shows that majority of students are satisfied with
first impression of contacting MU
38
Chart 3 ―Level of handling callemail inquiry
Question number 5 explains another element in first research question which is ―People It
is evident that for majority of students academic experience is the most important to know
about professors professionalism But it is also a big quantity of those who did not analyze
any information Five students responded that work experience in business sphere is a key
criteria to choose MU
Chart 4 ―Criteria for identifying professionalism of university teaching staff
The ―Process element is evaluated in question number six which explains the level of
administrative and bureaucratic functions in MU on the matter of convenience and usage
Number of courses
teachers offer
Quantity of
publication of
teachers
Work experience
in business sphere Academic
Experience Professional
title in
business
I didn`t analyze
any information
about academic
staff in MU
39
Chart 5 ―Convenience
On the chart it is shown that students rate these functions as convenient with only several
students who perceive it as rather inconvenient On the ―Usage chart it has also positive
trend representing that MU administrative and bureaucratic process is highly useful
Chart 6 ―Usage
Question number seven explains third element ―Physical evidence In graph below it is
obvious that majority of students do not check this element while choosing MU
40
Graph 4 ―Identification of processes element
69 replied negatively and 31 positively which means that this factor does not play a
key role in selecting university Majority of students rate MU facilities as comfortable It is
shown in the table below that eleven students rate facilities as good
Chart 7 ―Identification of physical evidence element
Question number nine encompasses several criteria which were taken from two elements of
marketing mix ―People and ―Physical evidence and some were not from this marketing
mix like ―ability to get employment in home country ―worldwide acceptable diploma
These two factors were taken from the second research question ―Does the possibility of
41
domestic market employability after graduation plays the key role for choosing MU Results
showed that students highly value ―ability to get employment in home country (16
respondents gave highest score) Also highly rated MU diploma as worldwide acceptable (15
respondents gave the highest score) Also for respondents it is important (with lower grading
score ndash ―4) ―Strong academic staff and ―Excellent laboratory facilities
Chart 8 ―MU criteria
Question number 10 includes set of common services that university provides to students
This question helps to understand what services MU provides sufficiently to students Results
showed that sufficient services that MU provides are almost all which have been mentioned in
the options list Only ―Small class sizes do not meet big majority expectations
a Ability to get
employment in home
country
b Strong
academic staff
d Library
facilities
c Excellent
laboratory
facilities
e Worldwide
acceptable diploma
42
Chart 9 ―MU services
Interesting results gave to the researcher questions number 11 which shows that mostly
students got to know about MU from internet search engines and from relativeslsquo advice
Graph 5 ―Media channel of MU
Question number 12 and 13 give overall satisfaction level with MU Question number 12
has been adopted from theoretical part which asks whether student is ready to enter university
again if heshe would have the same opportunity Question number 13 is double-checking this
statement Results are showing that majority of respondents would enter MU again and they
are satisfied with overall MU educational service
Reasonable
accommodation
Exchange
programs
Number of
modules
Small class
sizes
Internship
possibility
Research
environment Faculty
43
Graph 6 ―Choosing MU
Graph 7 ―General satisfaction of MU
Although researcher might observe big quantity of students who are relactant to answer
Graph derived from question 12 shows that half of respondents do not have such a strong
feeling to reenter MU The same situation is in general satisfaction of MU where 38
remained neutral
The last two questions deal with second research question And here results are varied
Graph 8 derived from question 14 depicts that MU degree is not that helpful for getting the
job back in home country Only 23 answered that degree surely will help to get a high paid
44
position 38 replied as ―probably yes 35 answered as ―not sure and 4 answered
―probably not So around 61 of respondents feel positive about successful employment
back home the rest are not that confident
Graph 8 ―Employability element
Graph 9 ―Employability element second question
If respondents replied positively on 14th
question then they were asked to state the reason
for this As it can be seen above high standard European education is playing a key role for
successful employment Also the rest of options have high scores too
45
RESEARCH REPORT
In the purpose of survey it was essential to understand which of three elements in
marketing mix (―People ―Processes and ―Physical evidence) students rely more and
therefore less while choosing MU According to study made in South Africa by Jonathan Ivy
there are seven elements in marketing mix which all equally important for improving
company attractiveness in service business Researcher of this study picked three out of
seven because they more closely respond to actual service oriented company The rest four
elements (product price promotion place) were existing before as traditional marketing mix
for all types of businesses So the element ―Processes uncovers with questions number 4 and
6 From the graphs it is obvious that students are satisfied with this marketing mix This gives
university strong point in attracting students Call email handling Information system
functionality and other bureaucratic functions work sufficiently well 22 students rated
callemail handling as positive Usage and convenience of different MU functional processes
are also positively appreciated with 13 students for convenience and 15 for usefulness From
this data it can be clearly stated that students do rely on effective functions of MU
Element ―People is identified in questions 5 9 and 10 Question 5 gives information that
students do not mainly rely on ―People element while choosing MU 9 students did not
analyze any information about professionalism of university teaching staff Meanwhile the
main factor on what students pay attention is academic experience of teachers But answers
for the questions 9 and 10 gives a tendency that students do rate criteria ―Professionalism of
teachers high but actually they give lower score for this actual criteria in question number
10 In question number 5 students chose different aspects of professionalism of teachers as a
criteria to enter MU Total score for professionalism aspects is 4+4+5+10+4=27 Also in
question number 9 criteria ―strong academic staff accumulates 17 points (it is taken only 4
and 5 levels of importance) But in question number 10 only students give only ten points for
―faculty as a sufficient service provided by MU It can be assumed that students had higher
expectation before entering into university that they have got
Element ―Physical evidence is seen as not important for respondents Graph for question
number 7 shows that 69 of students did not check elements of ―Physical evidence Also
majority of students rate university facilities as ―Good with opportunity to select ―Excellent
46
status (in question number 8) On the other hand students rate university accommodation and
research environment as high enough (question number 10) It can be concluded that during
the process of choosing university students do not rely heavily on ―Physical evidence But
they did get reasonable service in ―Physical evidence while studying in MU
Second research question states ―Does the possibility of domestic market employability
after graduation plays the key role for choosing MU After analysis of relevant graphs and
tables it became clear that this factor (possibility to get employed) is very important for
students So question number 9 gets the highest score (16) for criteria in choosing MU ndash
―ability to get employment in home country and also high score for ―worldwide acceptable
diploma Even though students rate possibility to get employed as the highest criteria to
enter MU 39 of students are not sure or don not think they will obtain high paid job back
home Here is the point to work for MU administration Students rely on high standard
European education and English language education as a key criterion for being confident in
getting well paid job (question number 15)
The data analysis process constitutes the following
1 MU has convenient and useful bureaucratic functions which are considered as a strong
point in delivering knowledge without obstacles It is difficult to identify the level of
―processes in organization but some points can be highlighted in promotion materials It can
be description of functionality of Information System or description of easy courses
registration
2 Element ―People has deviation in what is expected and what is delivered Students
have a bit higher expectations on the level of teaching staff experience and competence It is
recommended to do a deeper research on the reasons for this deviation But for now it can be
decided to arrange seminars or trainings for teacher to improve their marketing knowledge
and explain commercial tendency in market of high education
3 University ―Physical evidence is has strong rate of sufficiency The only problem that
students do not feel need to pay attention on this element Here MU administration should put
accent on Including pictures of libraries with free Wi-fi canteens computer labs which have
good and pleasant conditions
4 The most important criteria for students to choose MU is high possibility to get
employed at home But this perspective lacks consistency because there is significant amount
of students who remain uncertain in the future employability This gap can be solved by
successful decision making of three elements above ―People ―Processes and ―Physical
47
evidence But it is recommended to conduct further survey questioning the reasons of
students` uncertainty in future employability Maybe the reason is not related to some weak
points in marketing mix but the problem in home countries itself (political instability
nepotism etc)
To sum up the general situation in four factors mentioned above ―processes should be
promoted to international students as a smooth tool in obtaining degree ―people should go
through training on how to deliver lecture in contemporary commercial world of high
education market ―physical evidence should be mentioned in promotion of MU ―student
employability will be interrelated with ―people plus MU has to install closer relationship
with international companies (internships provision seminars with company representatives
professional lectures from leading companies etc)
Secondary information has also a great help in increasing university attractiveness
Viral marketing can be applied to MU because question number 11 shows that internet search
engine is a key tool how students found about MU There is a video of experience Brno life
among Erasmus Students which can be remade as a good promotion video of student life on
campus For Masaryk University very effective tool will be Google Analytics giving a wide
scope of techniques on how to track differentiate and analyze visitors ―Google Analytics is
the enterprise-class web analytics solution that gives rich insights into the website traffic and
marketing effectiveness Powerful flexible and easy-to-use features now give opportunity to
see and analyze your traffic data in an entirely new way With Google Analytics it is easier to
write better-targeted ads strengthen marketing initiatives and create higher converting
websites (Google Analytics website)
In general MU marketing politics should involve techniques mentioned by Jarvis J in his
book ―What Would Google Do Companies must learn that they are better off when they
cede control to their customers Give us control we will use it and you will win
Also it is important to read blogs There are search engines for blogs like Technorati
Icerocket Google Bloglines Pub-sub where MU marketing officials can search for MU
discussion groups or some topics
MU officials should constantly maintain ―conversation with current students It is a good
idea to start communication with those bloggers who care enough to talk about MU products
and service and brand The least MU officials can do is engage them and join the
conversation Even further step can be done Ask consumers what they think MU
48
administration should do MU will end up with better products and do a better job selling
them to more satisfied customers who can even help each other if MU officials let them
Next it will be effective to start university blog where students openly and forthrightly
share the problems and the solutions as they occur There is no reason why a university dean
should not open a direct conversation with the public That will do more to change the
culturemdashto finally make it customer-focused and mean itmdashthan a dozen consultants a
hundred off- sites or a million ad impressions
During of development process of some programs or anything in university it is better to
involve students in this process also
The last but not the least is links on the website of MU There are three links on the ESF
faculty One of them is ―Review of economic perspectives ―call for papers and Citi Bank
banner There should be more links to Headhunters conferences industry associations
current job opportunities etc This gives website alive image and helpful time spending
49
CONCLUSION
This study has been conducted in favor of future Masaryk University prosperity in the
current commercial world Researcher had a strong motivation to give helpful secondary and
primary information which will foster university educational process in the frames of
contemporary world
Of course any research comes up with further recommendations to analyze questionable
matters in results obtained Researcher believes that this work is just another step to constant
need of self-improvement
Researcher advices to put more accent on IT support to promote university image and
therefore increate its attractiveness (Harry Hayward 2011) mentioned that 80 million hours
of video loaded to YouTube every minute So there is high potential for promotion Viral
video of MU will hit several aspects of university improvement brand product suite
differentiation lifestyle according to Dr DJToncich Apart of that it is recommended to
build system of values believes and attitudes among students and university staff and
promote this in the future According to Dr Mark Putman it is essential nowadays to educate
university staff about strategic role of marketing and branding Website analytics would be
useful for measurement and marketing analysis Search optimization engine is another tool on
how to maintain university webpage in the top 10 results in Google chrome or other web
search engines On YouTube there is option to post advertisement of a company only in the
videos which are related to the sphere of products or services company offer So MU might
sign a contract of including its advertisement on videos which has key words as ―education
―high ―in English etc
According to primary data obtained it is obvious that several aspects in MU marketing
mix do not match high criteria among students Once one factor ―People would be solved
through trainings and constant updating knowledge of personnel another interrelated problem
will be offset ndash ―Employability But there is no any research done on interdependence of
these two factors so for further analysis of situation another research should be taken The
main purpose of this research would be identification of cause and effect linkages between
50
―People ―Employability and other factors which influence studentslsquo ability to get high paid
job back home And there are a lot of those factors starting from political situation in the
country to the level of corruption and nepotism
MU has potential to improve its educational process as we do the students because we are
the main customers for our university But one thing should not be forgotten and it is
companies which have strong notion about reality in one or another specialization That is
why my last advice for Masaryk University is to appeal as a liaison entity between students
and companies
51
REFERENCES
Barabba Vincent P Zaltman Gerald 1991 ―Hearing the Voice of the Market Competitive
Advantage Through Creative Use of Market Information Chapter 5
Conway Tony Stephen Mackay David Yorke (1994) Strategic Planning in Higher
Education Who Are the Customers International Journal of Educational Management
Vol 8 Iss 6 pp29 ndash 36
Cooper Donald R Schindler Pamela S 2003 ―Business research methods 8th ed
Dillman Don A 2000 ―Mail and Internet Surveys The Tailored Design Method 2nd
Edition New York
Dekeba Alemayehu 2003 ―Basic of Marketing Research Methods
URL httpwwwglobuszcomebooksMarketingResearchindexhtm
Hemsley-Brown JV and Oplatka I2006 Universities in a competitive global marketplace
a systematic review of the literature on higher education marketinglsquo International Journal
of Public Sector Management Vol 19 No 4 pp 316-338
Harry Hayward ―The power of digital storytelling 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Hair Joseph F - Bush Robert P - Ortinau David J ―Marketing research within a changing
information environment 3rd ed2006
Hsuan-Fu Ho Chia-Chi Hung Marketing mix formulation for higher education An
integrated analysis employing analytic hierarchy process cluster analysis and
correspondence analysis International Journal of Educational Management Vol 2 Iss
4 2008
Jarowski Ajay K Kohli and Arvind Sahay 2000 ―Market ndash Driven Versus Driving
Markets Journal of the Academy of Marketing Science 45-54
Johnson Bob ―Mobile marketing in higher education getting ready for 1012 and beyond
2011
URLhttpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Jarvis J ―What Would Google Do Adobe Acrobat eBook Reader 2008
52
Jonathan Ivy A new higher education marketing mix the 7Ps for MBA marketing
International Journal of Educational Management Vol 22 Iss 4 2008
Kotler Philip Fox Karen FA 1985 Strategic Marketing for Educational Institutions
Mora Michaela ―What Is Statistical Significance 2011
URL httprelevantinsightscomtagsample-size
Nha Nguyen Gaston LeBlanc 2001 Image and Reputation of Higher Education Institutions
in Studentslsquo Retention Decisions International Journal of Educational Management
Vol 15 Iss 6
URL httpwwwemeraldinsightcomjournalshtmarticleid=838798amp
Oppenheim ldquoQuestionnaire Design Interviewing and Attitude Measurementrdquo 1992
Oud Jacqueline 2004 ―Market research versus marketing research
Pimpa Nattavud 2003 ―Internationalization and trade in higher education opportunities and
challenges
Putnam Mark ―Do you drive the agenda or go along for the ride 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Rakhee Vyas Anne L Souchon 2003 Symbolic Use of Export Information A
Multidisciplinary Approach to Conceptual Development and Key Consequences
International Marketing Review Vol 20 Iss 1 pp67 ndash 94
URL httpwwwemeraldinsightcomjournalshtmarticleid=855530
Rich Lyons ―Authentic branding how creating a school brand with culture and curriculum
just might help save us 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Robert S Michael ―Inquiry amp Scientific Method 2002
URL httpwwwindianaedu~educy520sec5982week_1inquiry_sci_method02pdf
Rodriguez G ―5 Questions to Help You Understand Your Customer 2004
URL httpwwwpowerhomebizcomvol146customerhtm
Sekaran Uma Bougie Johan Roger Gisbert2009 ―Research Methods for Business a Skill
Building Approach 5th ed
Singleton Royce A Jr and Bruce C Straits 1999 Approaches to Social Research (3rd
Edition) New York Oxford University Press
Smith Scott M Albaum Gerald S 2005 ―Fundamentals of Marketing Research
Snyder Bruce ―Maximizing the power of web analytics 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Toncich ―Study and Learning in the Australian University System
53
URL httpwwwdoctorteenetfilesunibook04_ppdf
WEBSITES
Experiment-Resourcescom ―Comparing Quantitative and Qualitative Research 2009
URL wwwexperiment-resourcescomquantitative-and-qualitative-researchhtml
Higher Education Marketing Company Canada
URL httpwwwhigher-education-marketingcomcontact
Google Analytics website
URL httpwwwgooglecomintlenanalytics
54
Appendix A Questionnaire
Dear respondent this questionnaire is created in terms of Master`s degree diploma thesis The main goal of
this survey is to improve Masaryk University attractiveness by deriving the reasons for choosing Masaryk
University in obtaining a degree The answers will be kept as confidential and would not be used in any
other purposes other than for this research If you would have any questions regarding the results of this
survey please contact me
Ilya Shaiderov (380502mailmunicz)
Thank you for your cooperation
1 Are you a current or prospective student ____________________
2 What specialization you are obtaining or intend to obtain in MU ____________________
3 Please specify your country of origin ____________________
4 Please rate the level of handling your first phone callemail inquiry by MU staff (only if it is
applicable to your case)
1 2 3 4 5
5 While considering MU as an option to study what criteria did (do) you analyze to check
professionalism of university teaching staff (you may choose several options)
a Number of courses teachers offer
b Quantity of publication of teachers
c Work experience in business sphere
d Academic Experience
e Professional title in business
f I didn`t analyze any information about academic staff in MU
No response
Insufficient response
Sufficient enough
Completely sufficient with additional information
Completely sufficient
55
6 (Only for current students) Could you characterize the process of courses registration usage of IS
system and other administrative and bureaucratic functions of university (please choose one in each
scale)
Convenience
1 2 3 4 5
Usage
1 2 3 4 5
7 (For both current and prospective students) While choosing MU did (do) you check quantity of
books in university library accessibility of electronic databases new editions of study materials
overall quality of library
Yes
No
8 (Only for current students) Please rate MU facilities (buildings classrooms computer labs etc) on
the matter of ―comfortability
1 2 3 4 5
Excellent Good Sufficient Not enough Bad
Completely Convenient
Rather Convenient
Convenient Rather Inconvenient
Completely Inconvenient
Completely Useful
Rather Useful
Useful Rather Useless
Completely Useless
56
9 (For both current and prospective students) How do you rate the following factors as criteria for
choosing MU (1- least important 5 ndash most important)
a Ability to get employment in home country
b Strong academic staff
c Excellent laboratory facilities
d Library facilities
e Worldwide acceptable diploma
10 Please choose (mark ―V) services that MU sufficiently provides to you as a student (in case you
are prospective student - should be provided)
___ Reasonable accommodation (covered by student)
___ The number of modules in the degree and big variety of elective courses
___ Student exchange programs
___ Research environment (sufficient up to date study materials computer labs laboratories etc)
___ Small class sizes
___ Internship possibility
___ Faculty (profound selection of PhD and profession specialists)
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
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e
n
t
o
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t
3
T
y
p
e
a
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o
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e
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o
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e
4
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e
d
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m
e
n
t
o
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t
5
[
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a
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o
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o
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o
r
1 2
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4
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o
5
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o
1 2
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y
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q
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f
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o
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o
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o
3
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y
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a
q
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d
o
c
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n
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r
4
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e
a
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o
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e
d
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m
e
n
t
5
[
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p
e
a
q
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o
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r
o
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m
e
n
1 2
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y
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a
q
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o
t
e
f
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o
m
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e
d
o
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e
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3
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4
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a
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m
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e
n
5
[
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a
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f
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t
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o
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e
1 2
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p
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a
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o
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f
r
o
m
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h
e
d
o
c
u
m
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n
3
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y
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a
q
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e
f
r
o
m
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e
d
o
c
u
m
e
n
4
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y
p
e
a
q
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o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
5
[
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
57
11 From what source you first found out about Masaryk University
a Website search engine
b Advice of friends parents etc
c TV
d Newspaper please specify____________
e Journals please specify____________
f Billboards
g Website banners please specify website_______________
h Other source__________________________
12 (Only for current students) If you had do it over again would you still choose MU If not please
specify why
a Yes
b Not sure
c Probably would
d Probably would not (please specify why)
__________________________________________________________________________________
__________________________________________________________________________________
________________________________________________________________
13 (Only for current students) Please describe your level of general satisfaction with university
a Not satisfied at all
b Neutral
c Satisfied
d Very satisfied
58
14 (For both current and prospective students) Do you think MU degree will help you to get above
average salary in your home country
a No b Probably not c Not sure d Probably yes c Yes
15 If you think that MU degree helps to get well paid job in your home country what might be
reasons for that (more than one reason can be selected)
a High standard European education d Possibility to pass internship in Europe
b Degree specialization choice e Other_________________________
c Education in English language
32
With web analytics you can better quantify the impact of your marketing campaigns improve
the effectiveness of your website segment visitors for micro-marketing efforts and generate
valuable marketing intelligence (Bruce Snyder 2011)
Marketing is the process of customer identification (needs views preferences financial
possibility to buy certain product) This task will be done through primary information
analysis Another task in marketing is development of ―analytics-driven approach to help to
reach a targeted student through search engines mobile smartphones text messaging email
newsletters and social media (Higher Education Marketing Company) This company has a
straight and logic view on marketing process in university which provides a wide scope of
services Google Analytics Search Engine Optimization Pay Per Click Marketing Social
Media Marketing Google Maps amp Local Search Web Design amp Development Mobile
Marketing Short Message Service (SMS) Another very effective tool is SEO (search engine
optimization) which allows embedding into the company website option for the most
important (most likely needed) words phrases while creating company web pages This set of
words with high possibility that potential customer will dial up will give opportunity for the
company website to pop up in the top list of the search engine (Google chrome yahoo etc)
Under research problem ndash low enrollment of students the researcher should look for the
findings of other studies relevant to this study problem The questions to start with are ―What
factors in university marketing practices are missing to achieve constant enrollment growth
―Is there any interrelationship of those factors and university attractiveness growth
One of the studies has been conducted among students registered state subsidized
universities in South Africa The purpose of this paper was to present a new marketing mix
based on MBA studentslsquo attitudes and opinions towards the marketing initiatives of business
schools in South Africa The findings of this study revealed showed seven quite distinct
underlying factors in the marketing activities of these business schools some covering the
same elements of the traditional marketing mix people promotion and price There were
however four different elements programme prominence prospectus and premiums ―The
marketing mix is a set of controllable marketing tools that an institution uses to produce the
response it wants from its various target markets It consists of everything that the university
can do to influence the demand for the services that its offers Tangible products have
traditionally used a 4Ps model the services sector on the other hand uses a 7P approach in
order to satisfy the needs of the service providerlsquos customers product price place
promotion people physical facilities and processes The product is what is being sold It is
33
more than a simple set of tangible features it is a complex bundle of benefits that satisfy
customer needs The price element of the services marketing mix is dominated by what is
being charged for the degree or tuition fees that are required to enroll at the university Place
is the distribution method that the university adopts to provide the tuition to its market in a
manner that meets if not exceeds student expectations Promotion encompasses all the tools
that universities can use to provide the market with information on its offerings advertising
publicity public relations and sales promotional efforts (Jonathan Ivy 2008) This traditional
model encompasses tools which deal with tangible products In case of university it provides
intangible product which needs more tools for promotion Fifth tool is people who are
considered as a staff in university (academic administrative and support staff) To have a
prominent image university should have teaching staff reputations PhD holders Professorial
title holders Also administrative staff can also play an important role to attain prospective
students by simply providing professional phone call inquiry
The newest addition to the marketing mix is physical evidence and processes Physical
evidence is attributed to internal and external appearance of the entity (from teaching
materials to facade of the building and lecture rooms) ―Processes are all the administrative
and bureaucratic functions of the university from the handling of enquiries to registration
from course evaluation to examinations from result dissemination to graduation to name but
a few During the period that the student is registered processes need to be set in motion to
ensure that the student registers for the correct courses has marks or grades correctly
calculated and entered against the studentlsquos name and is ultimately awarded the correct
qualification While this might seem quite straight forward there are numerous other
processes that need to be implemented concurrently (with the finance system
accommodation time tabling and the library) to ensure the highest level of student
satisfaction The findings of this research suggest that the traditional 4- 5- and indeed 7P
marketing services marketing mix may not be the best way to approach the marketing of
MBA programs in South Africa Using principal components factor analysis on 25 commonly
used marketing tools indicates that four new distinctive and independent elements exist along
with three elements from the traditional marketing mix (Jonathan Ivy 2008) The most
important element from the marketing mix was ―program element (the range of electives in
the degree choice of majors) The second was ―prominence of the degree (academic staff
reputations position on league tables or MBA reviews in the popular press) The traditional
promotions element of the marketing mix was split into two areas standard mass media
34
advertising and hard copy promotional materials such as the university prospectus and direct
mail posted to prospective students called ―prospectus in the MBA marketing mix The
price element is dominated by flexible payment of tuition fees which means that students are
price sensitive and looking for payment flexibility The people element has had a small
modification with face-to-face teaching being included along with personal contact with
graduates and open day attendance The final element of the new marketing mix is called
premiums This is a diverse element of the mix which included accommodation the number
of modules in the degree student exchange programmes university computer facilities and
class sizes While this element was considered the least important of the marketing tools not
offering some of these items could seriously damage the recruitment prospects of a business
school Indeed some items would be considered a standard offering of a university and
expected by a student without further consideration or evaluation (Jonathan Ivy 2008)
So from this study researcher may answer on the posed questions before There is indeed
some other factors out of the standard marketing mix which in this case (higher education
marketing) play a key role In order to finally apply those factors into the practical
implementation researcher should check whether all of those factors remain important for
MU For this purpose primary data should be collected by creating questionnaire which
includes new marketing mix tools
Another study conducted in the realm of marketing communications in Taiwan includes
other findings The purpose of this study was to examine how a graduate institute at National
Chiayi University (NCYU) by using a model that integrates analytic hierarchy process
cluster analysis and correspondence analysis can develop effective marketing strategies
This research revealed that even though universities and colleges in Taiwan have
increasingly realized the importance of having sound marketing strategies to stay competitive
they have concentrated their marketing strategies on promotion ndash advertising tuition
reduction scholarships etc This trend has often obscured the fact that marketing should be
based on customer needs with better efforts made to fulfill these needs Although market
segmentation and positioning enable marketers and institutional planners in higher education
to understand customer needs and to visualize institutional advantages in relation to their
competitorslsquo positions these are relatively new endeavors in educational marketing in
Taiwan
The results display that the five most important factors for studentslsquo school selection
were employability curriculum academic reputation faculty and research environment
35
Students perceived NCYU to be strongly associated with lower tuition fewer entrance-exam
subjects lower entrance-exam pass rates and easier graduation requirements (Hsuan-Fu Ho
Chia-Chi Hung 2008)
In order to verify whether such criteria are also indisputable preconditions for choosing
MU as a potential tertiary institution they should be included into the study questionnaire
As we can see that in secondary information there are many ways on how to improve
university standing and how to reach a customer But this information does not give us the
picture of Masaryk University customer why she chose MU what were the preferences to
choose it where she first time got to know about it and etc That is why for this part ndash to get
the picture of MU customer from primary data collection and then apply appropriate tools that
have been mentioned before would be a good combination for a successful marketing
campaign
24 Primary data
For the purpose of this study ndash increase MU attractiveness primary data has been
collected Researcher developed questionnaire which consists of 15 questions and randomly
gave out to international students The main goal of this questionnaire is to answer two
research questions set by researcher
1 On what element of marketing mix students relied more when choosing MU ―People
―Physical evidence or ―Processes
2 Does the possibility of domestic market employability after graduation plays the key role
for choosing MU
These two research questions will help to get a clue on how specifically to improve
attractiveness of MU
Data is analyzed by using excel Microsoft office application with support of various graphs
and tables It has been calculated that majority of respondents are current students in MU
which gives more in depth data describing university attractiveness
36
Graph 1 ―Identification of students` status
It is 62 of respondents stated that they are currently study in MU This will bring more in
depth data from the survey
Specializations have wider split up with two major elements Informatics and Medicine
amount to 32 and 27 accordingly Unfortunately there are no any students from sport
faculty As it has been mentioned respondents were chosen randomly so it can be obvious
that there is big amount of students studying or intend to study medicine and informatics
Graph 2 ―Identification variability of specializations
37
Country of origin table shows that students from Slovakia have majority Probably
because of country and national closeness to Czech Republic The second biggest majority is
students from United Kindom after them students from Russia and Hungary
Graph 3 ―Country of origin split up
Question number 4 relates to first research question (On what element of marketing mix
students relied more when choosing MU ―People ―Physical evidence or ―Processes)
which specifies the level of ―Process element in MU In general the level of handling phone
callemail is acceptable with 14 respondents answered as completely sufficient or completely
sufficient with additional information This shows that majority of students are satisfied with
first impression of contacting MU
38
Chart 3 ―Level of handling callemail inquiry
Question number 5 explains another element in first research question which is ―People It
is evident that for majority of students academic experience is the most important to know
about professors professionalism But it is also a big quantity of those who did not analyze
any information Five students responded that work experience in business sphere is a key
criteria to choose MU
Chart 4 ―Criteria for identifying professionalism of university teaching staff
The ―Process element is evaluated in question number six which explains the level of
administrative and bureaucratic functions in MU on the matter of convenience and usage
Number of courses
teachers offer
Quantity of
publication of
teachers
Work experience
in business sphere Academic
Experience Professional
title in
business
I didn`t analyze
any information
about academic
staff in MU
39
Chart 5 ―Convenience
On the chart it is shown that students rate these functions as convenient with only several
students who perceive it as rather inconvenient On the ―Usage chart it has also positive
trend representing that MU administrative and bureaucratic process is highly useful
Chart 6 ―Usage
Question number seven explains third element ―Physical evidence In graph below it is
obvious that majority of students do not check this element while choosing MU
40
Graph 4 ―Identification of processes element
69 replied negatively and 31 positively which means that this factor does not play a
key role in selecting university Majority of students rate MU facilities as comfortable It is
shown in the table below that eleven students rate facilities as good
Chart 7 ―Identification of physical evidence element
Question number nine encompasses several criteria which were taken from two elements of
marketing mix ―People and ―Physical evidence and some were not from this marketing
mix like ―ability to get employment in home country ―worldwide acceptable diploma
These two factors were taken from the second research question ―Does the possibility of
41
domestic market employability after graduation plays the key role for choosing MU Results
showed that students highly value ―ability to get employment in home country (16
respondents gave highest score) Also highly rated MU diploma as worldwide acceptable (15
respondents gave the highest score) Also for respondents it is important (with lower grading
score ndash ―4) ―Strong academic staff and ―Excellent laboratory facilities
Chart 8 ―MU criteria
Question number 10 includes set of common services that university provides to students
This question helps to understand what services MU provides sufficiently to students Results
showed that sufficient services that MU provides are almost all which have been mentioned in
the options list Only ―Small class sizes do not meet big majority expectations
a Ability to get
employment in home
country
b Strong
academic staff
d Library
facilities
c Excellent
laboratory
facilities
e Worldwide
acceptable diploma
42
Chart 9 ―MU services
Interesting results gave to the researcher questions number 11 which shows that mostly
students got to know about MU from internet search engines and from relativeslsquo advice
Graph 5 ―Media channel of MU
Question number 12 and 13 give overall satisfaction level with MU Question number 12
has been adopted from theoretical part which asks whether student is ready to enter university
again if heshe would have the same opportunity Question number 13 is double-checking this
statement Results are showing that majority of respondents would enter MU again and they
are satisfied with overall MU educational service
Reasonable
accommodation
Exchange
programs
Number of
modules
Small class
sizes
Internship
possibility
Research
environment Faculty
43
Graph 6 ―Choosing MU
Graph 7 ―General satisfaction of MU
Although researcher might observe big quantity of students who are relactant to answer
Graph derived from question 12 shows that half of respondents do not have such a strong
feeling to reenter MU The same situation is in general satisfaction of MU where 38
remained neutral
The last two questions deal with second research question And here results are varied
Graph 8 derived from question 14 depicts that MU degree is not that helpful for getting the
job back in home country Only 23 answered that degree surely will help to get a high paid
44
position 38 replied as ―probably yes 35 answered as ―not sure and 4 answered
―probably not So around 61 of respondents feel positive about successful employment
back home the rest are not that confident
Graph 8 ―Employability element
Graph 9 ―Employability element second question
If respondents replied positively on 14th
question then they were asked to state the reason
for this As it can be seen above high standard European education is playing a key role for
successful employment Also the rest of options have high scores too
45
RESEARCH REPORT
In the purpose of survey it was essential to understand which of three elements in
marketing mix (―People ―Processes and ―Physical evidence) students rely more and
therefore less while choosing MU According to study made in South Africa by Jonathan Ivy
there are seven elements in marketing mix which all equally important for improving
company attractiveness in service business Researcher of this study picked three out of
seven because they more closely respond to actual service oriented company The rest four
elements (product price promotion place) were existing before as traditional marketing mix
for all types of businesses So the element ―Processes uncovers with questions number 4 and
6 From the graphs it is obvious that students are satisfied with this marketing mix This gives
university strong point in attracting students Call email handling Information system
functionality and other bureaucratic functions work sufficiently well 22 students rated
callemail handling as positive Usage and convenience of different MU functional processes
are also positively appreciated with 13 students for convenience and 15 for usefulness From
this data it can be clearly stated that students do rely on effective functions of MU
Element ―People is identified in questions 5 9 and 10 Question 5 gives information that
students do not mainly rely on ―People element while choosing MU 9 students did not
analyze any information about professionalism of university teaching staff Meanwhile the
main factor on what students pay attention is academic experience of teachers But answers
for the questions 9 and 10 gives a tendency that students do rate criteria ―Professionalism of
teachers high but actually they give lower score for this actual criteria in question number
10 In question number 5 students chose different aspects of professionalism of teachers as a
criteria to enter MU Total score for professionalism aspects is 4+4+5+10+4=27 Also in
question number 9 criteria ―strong academic staff accumulates 17 points (it is taken only 4
and 5 levels of importance) But in question number 10 only students give only ten points for
―faculty as a sufficient service provided by MU It can be assumed that students had higher
expectation before entering into university that they have got
Element ―Physical evidence is seen as not important for respondents Graph for question
number 7 shows that 69 of students did not check elements of ―Physical evidence Also
majority of students rate university facilities as ―Good with opportunity to select ―Excellent
46
status (in question number 8) On the other hand students rate university accommodation and
research environment as high enough (question number 10) It can be concluded that during
the process of choosing university students do not rely heavily on ―Physical evidence But
they did get reasonable service in ―Physical evidence while studying in MU
Second research question states ―Does the possibility of domestic market employability
after graduation plays the key role for choosing MU After analysis of relevant graphs and
tables it became clear that this factor (possibility to get employed) is very important for
students So question number 9 gets the highest score (16) for criteria in choosing MU ndash
―ability to get employment in home country and also high score for ―worldwide acceptable
diploma Even though students rate possibility to get employed as the highest criteria to
enter MU 39 of students are not sure or don not think they will obtain high paid job back
home Here is the point to work for MU administration Students rely on high standard
European education and English language education as a key criterion for being confident in
getting well paid job (question number 15)
The data analysis process constitutes the following
1 MU has convenient and useful bureaucratic functions which are considered as a strong
point in delivering knowledge without obstacles It is difficult to identify the level of
―processes in organization but some points can be highlighted in promotion materials It can
be description of functionality of Information System or description of easy courses
registration
2 Element ―People has deviation in what is expected and what is delivered Students
have a bit higher expectations on the level of teaching staff experience and competence It is
recommended to do a deeper research on the reasons for this deviation But for now it can be
decided to arrange seminars or trainings for teacher to improve their marketing knowledge
and explain commercial tendency in market of high education
3 University ―Physical evidence is has strong rate of sufficiency The only problem that
students do not feel need to pay attention on this element Here MU administration should put
accent on Including pictures of libraries with free Wi-fi canteens computer labs which have
good and pleasant conditions
4 The most important criteria for students to choose MU is high possibility to get
employed at home But this perspective lacks consistency because there is significant amount
of students who remain uncertain in the future employability This gap can be solved by
successful decision making of three elements above ―People ―Processes and ―Physical
47
evidence But it is recommended to conduct further survey questioning the reasons of
students` uncertainty in future employability Maybe the reason is not related to some weak
points in marketing mix but the problem in home countries itself (political instability
nepotism etc)
To sum up the general situation in four factors mentioned above ―processes should be
promoted to international students as a smooth tool in obtaining degree ―people should go
through training on how to deliver lecture in contemporary commercial world of high
education market ―physical evidence should be mentioned in promotion of MU ―student
employability will be interrelated with ―people plus MU has to install closer relationship
with international companies (internships provision seminars with company representatives
professional lectures from leading companies etc)
Secondary information has also a great help in increasing university attractiveness
Viral marketing can be applied to MU because question number 11 shows that internet search
engine is a key tool how students found about MU There is a video of experience Brno life
among Erasmus Students which can be remade as a good promotion video of student life on
campus For Masaryk University very effective tool will be Google Analytics giving a wide
scope of techniques on how to track differentiate and analyze visitors ―Google Analytics is
the enterprise-class web analytics solution that gives rich insights into the website traffic and
marketing effectiveness Powerful flexible and easy-to-use features now give opportunity to
see and analyze your traffic data in an entirely new way With Google Analytics it is easier to
write better-targeted ads strengthen marketing initiatives and create higher converting
websites (Google Analytics website)
In general MU marketing politics should involve techniques mentioned by Jarvis J in his
book ―What Would Google Do Companies must learn that they are better off when they
cede control to their customers Give us control we will use it and you will win
Also it is important to read blogs There are search engines for blogs like Technorati
Icerocket Google Bloglines Pub-sub where MU marketing officials can search for MU
discussion groups or some topics
MU officials should constantly maintain ―conversation with current students It is a good
idea to start communication with those bloggers who care enough to talk about MU products
and service and brand The least MU officials can do is engage them and join the
conversation Even further step can be done Ask consumers what they think MU
48
administration should do MU will end up with better products and do a better job selling
them to more satisfied customers who can even help each other if MU officials let them
Next it will be effective to start university blog where students openly and forthrightly
share the problems and the solutions as they occur There is no reason why a university dean
should not open a direct conversation with the public That will do more to change the
culturemdashto finally make it customer-focused and mean itmdashthan a dozen consultants a
hundred off- sites or a million ad impressions
During of development process of some programs or anything in university it is better to
involve students in this process also
The last but not the least is links on the website of MU There are three links on the ESF
faculty One of them is ―Review of economic perspectives ―call for papers and Citi Bank
banner There should be more links to Headhunters conferences industry associations
current job opportunities etc This gives website alive image and helpful time spending
49
CONCLUSION
This study has been conducted in favor of future Masaryk University prosperity in the
current commercial world Researcher had a strong motivation to give helpful secondary and
primary information which will foster university educational process in the frames of
contemporary world
Of course any research comes up with further recommendations to analyze questionable
matters in results obtained Researcher believes that this work is just another step to constant
need of self-improvement
Researcher advices to put more accent on IT support to promote university image and
therefore increate its attractiveness (Harry Hayward 2011) mentioned that 80 million hours
of video loaded to YouTube every minute So there is high potential for promotion Viral
video of MU will hit several aspects of university improvement brand product suite
differentiation lifestyle according to Dr DJToncich Apart of that it is recommended to
build system of values believes and attitudes among students and university staff and
promote this in the future According to Dr Mark Putman it is essential nowadays to educate
university staff about strategic role of marketing and branding Website analytics would be
useful for measurement and marketing analysis Search optimization engine is another tool on
how to maintain university webpage in the top 10 results in Google chrome or other web
search engines On YouTube there is option to post advertisement of a company only in the
videos which are related to the sphere of products or services company offer So MU might
sign a contract of including its advertisement on videos which has key words as ―education
―high ―in English etc
According to primary data obtained it is obvious that several aspects in MU marketing
mix do not match high criteria among students Once one factor ―People would be solved
through trainings and constant updating knowledge of personnel another interrelated problem
will be offset ndash ―Employability But there is no any research done on interdependence of
these two factors so for further analysis of situation another research should be taken The
main purpose of this research would be identification of cause and effect linkages between
50
―People ―Employability and other factors which influence studentslsquo ability to get high paid
job back home And there are a lot of those factors starting from political situation in the
country to the level of corruption and nepotism
MU has potential to improve its educational process as we do the students because we are
the main customers for our university But one thing should not be forgotten and it is
companies which have strong notion about reality in one or another specialization That is
why my last advice for Masaryk University is to appeal as a liaison entity between students
and companies
51
REFERENCES
Barabba Vincent P Zaltman Gerald 1991 ―Hearing the Voice of the Market Competitive
Advantage Through Creative Use of Market Information Chapter 5
Conway Tony Stephen Mackay David Yorke (1994) Strategic Planning in Higher
Education Who Are the Customers International Journal of Educational Management
Vol 8 Iss 6 pp29 ndash 36
Cooper Donald R Schindler Pamela S 2003 ―Business research methods 8th ed
Dillman Don A 2000 ―Mail and Internet Surveys The Tailored Design Method 2nd
Edition New York
Dekeba Alemayehu 2003 ―Basic of Marketing Research Methods
URL httpwwwglobuszcomebooksMarketingResearchindexhtm
Hemsley-Brown JV and Oplatka I2006 Universities in a competitive global marketplace
a systematic review of the literature on higher education marketinglsquo International Journal
of Public Sector Management Vol 19 No 4 pp 316-338
Harry Hayward ―The power of digital storytelling 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Hair Joseph F - Bush Robert P - Ortinau David J ―Marketing research within a changing
information environment 3rd ed2006
Hsuan-Fu Ho Chia-Chi Hung Marketing mix formulation for higher education An
integrated analysis employing analytic hierarchy process cluster analysis and
correspondence analysis International Journal of Educational Management Vol 2 Iss
4 2008
Jarowski Ajay K Kohli and Arvind Sahay 2000 ―Market ndash Driven Versus Driving
Markets Journal of the Academy of Marketing Science 45-54
Johnson Bob ―Mobile marketing in higher education getting ready for 1012 and beyond
2011
URLhttpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Jarvis J ―What Would Google Do Adobe Acrobat eBook Reader 2008
52
Jonathan Ivy A new higher education marketing mix the 7Ps for MBA marketing
International Journal of Educational Management Vol 22 Iss 4 2008
Kotler Philip Fox Karen FA 1985 Strategic Marketing for Educational Institutions
Mora Michaela ―What Is Statistical Significance 2011
URL httprelevantinsightscomtagsample-size
Nha Nguyen Gaston LeBlanc 2001 Image and Reputation of Higher Education Institutions
in Studentslsquo Retention Decisions International Journal of Educational Management
Vol 15 Iss 6
URL httpwwwemeraldinsightcomjournalshtmarticleid=838798amp
Oppenheim ldquoQuestionnaire Design Interviewing and Attitude Measurementrdquo 1992
Oud Jacqueline 2004 ―Market research versus marketing research
Pimpa Nattavud 2003 ―Internationalization and trade in higher education opportunities and
challenges
Putnam Mark ―Do you drive the agenda or go along for the ride 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Rakhee Vyas Anne L Souchon 2003 Symbolic Use of Export Information A
Multidisciplinary Approach to Conceptual Development and Key Consequences
International Marketing Review Vol 20 Iss 1 pp67 ndash 94
URL httpwwwemeraldinsightcomjournalshtmarticleid=855530
Rich Lyons ―Authentic branding how creating a school brand with culture and curriculum
just might help save us 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Robert S Michael ―Inquiry amp Scientific Method 2002
URL httpwwwindianaedu~educy520sec5982week_1inquiry_sci_method02pdf
Rodriguez G ―5 Questions to Help You Understand Your Customer 2004
URL httpwwwpowerhomebizcomvol146customerhtm
Sekaran Uma Bougie Johan Roger Gisbert2009 ―Research Methods for Business a Skill
Building Approach 5th ed
Singleton Royce A Jr and Bruce C Straits 1999 Approaches to Social Research (3rd
Edition) New York Oxford University Press
Smith Scott M Albaum Gerald S 2005 ―Fundamentals of Marketing Research
Snyder Bruce ―Maximizing the power of web analytics 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Toncich ―Study and Learning in the Australian University System
53
URL httpwwwdoctorteenetfilesunibook04_ppdf
WEBSITES
Experiment-Resourcescom ―Comparing Quantitative and Qualitative Research 2009
URL wwwexperiment-resourcescomquantitative-and-qualitative-researchhtml
Higher Education Marketing Company Canada
URL httpwwwhigher-education-marketingcomcontact
Google Analytics website
URL httpwwwgooglecomintlenanalytics
54
Appendix A Questionnaire
Dear respondent this questionnaire is created in terms of Master`s degree diploma thesis The main goal of
this survey is to improve Masaryk University attractiveness by deriving the reasons for choosing Masaryk
University in obtaining a degree The answers will be kept as confidential and would not be used in any
other purposes other than for this research If you would have any questions regarding the results of this
survey please contact me
Ilya Shaiderov (380502mailmunicz)
Thank you for your cooperation
1 Are you a current or prospective student ____________________
2 What specialization you are obtaining or intend to obtain in MU ____________________
3 Please specify your country of origin ____________________
4 Please rate the level of handling your first phone callemail inquiry by MU staff (only if it is
applicable to your case)
1 2 3 4 5
5 While considering MU as an option to study what criteria did (do) you analyze to check
professionalism of university teaching staff (you may choose several options)
a Number of courses teachers offer
b Quantity of publication of teachers
c Work experience in business sphere
d Academic Experience
e Professional title in business
f I didn`t analyze any information about academic staff in MU
No response
Insufficient response
Sufficient enough
Completely sufficient with additional information
Completely sufficient
55
6 (Only for current students) Could you characterize the process of courses registration usage of IS
system and other administrative and bureaucratic functions of university (please choose one in each
scale)
Convenience
1 2 3 4 5
Usage
1 2 3 4 5
7 (For both current and prospective students) While choosing MU did (do) you check quantity of
books in university library accessibility of electronic databases new editions of study materials
overall quality of library
Yes
No
8 (Only for current students) Please rate MU facilities (buildings classrooms computer labs etc) on
the matter of ―comfortability
1 2 3 4 5
Excellent Good Sufficient Not enough Bad
Completely Convenient
Rather Convenient
Convenient Rather Inconvenient
Completely Inconvenient
Completely Useful
Rather Useful
Useful Rather Useless
Completely Useless
56
9 (For both current and prospective students) How do you rate the following factors as criteria for
choosing MU (1- least important 5 ndash most important)
a Ability to get employment in home country
b Strong academic staff
c Excellent laboratory facilities
d Library facilities
e Worldwide acceptable diploma
10 Please choose (mark ―V) services that MU sufficiently provides to you as a student (in case you
are prospective student - should be provided)
___ Reasonable accommodation (covered by student)
___ The number of modules in the degree and big variety of elective courses
___ Student exchange programs
___ Research environment (sufficient up to date study materials computer labs laboratories etc)
___ Small class sizes
___ Internship possibility
___ Faculty (profound selection of PhD and profession specialists)
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
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e
n
t
o
r
t
3
T
y
p
e
a
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o
t
e
f
r
o
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h
e
d
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c
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m
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n
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o
r
t
h
e
4
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y
p
e
a
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o
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e
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r
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h
e
d
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m
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n
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o
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t
5
[
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a
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o
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o
r
1 2
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h
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t
4
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d
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o
5
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o
1 2
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y
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q
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f
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o
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t
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o
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3
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a
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o
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n
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r
4
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a
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o
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r
o
m
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h
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d
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m
e
n
t
5
[
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y
p
e
a
q
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o
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e
n
1 2
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y
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o
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e
f
r
o
m
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h
e
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3
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r
o
m
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c
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m
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n
5
[
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p
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a
q
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f
r
o
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t
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e
1 2
T
y
p
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a
q
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t
e
f
r
o
m
t
h
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d
o
c
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m
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n
3
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y
p
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a
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t
e
f
r
o
m
t
h
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d
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c
u
m
e
n
4
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y
p
e
a
q
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o
t
e
f
r
o
m
t
h
e
d
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c
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m
5
[
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
57
11 From what source you first found out about Masaryk University
a Website search engine
b Advice of friends parents etc
c TV
d Newspaper please specify____________
e Journals please specify____________
f Billboards
g Website banners please specify website_______________
h Other source__________________________
12 (Only for current students) If you had do it over again would you still choose MU If not please
specify why
a Yes
b Not sure
c Probably would
d Probably would not (please specify why)
__________________________________________________________________________________
__________________________________________________________________________________
________________________________________________________________
13 (Only for current students) Please describe your level of general satisfaction with university
a Not satisfied at all
b Neutral
c Satisfied
d Very satisfied
58
14 (For both current and prospective students) Do you think MU degree will help you to get above
average salary in your home country
a No b Probably not c Not sure d Probably yes c Yes
15 If you think that MU degree helps to get well paid job in your home country what might be
reasons for that (more than one reason can be selected)
a High standard European education d Possibility to pass internship in Europe
b Degree specialization choice e Other_________________________
c Education in English language
33
more than a simple set of tangible features it is a complex bundle of benefits that satisfy
customer needs The price element of the services marketing mix is dominated by what is
being charged for the degree or tuition fees that are required to enroll at the university Place
is the distribution method that the university adopts to provide the tuition to its market in a
manner that meets if not exceeds student expectations Promotion encompasses all the tools
that universities can use to provide the market with information on its offerings advertising
publicity public relations and sales promotional efforts (Jonathan Ivy 2008) This traditional
model encompasses tools which deal with tangible products In case of university it provides
intangible product which needs more tools for promotion Fifth tool is people who are
considered as a staff in university (academic administrative and support staff) To have a
prominent image university should have teaching staff reputations PhD holders Professorial
title holders Also administrative staff can also play an important role to attain prospective
students by simply providing professional phone call inquiry
The newest addition to the marketing mix is physical evidence and processes Physical
evidence is attributed to internal and external appearance of the entity (from teaching
materials to facade of the building and lecture rooms) ―Processes are all the administrative
and bureaucratic functions of the university from the handling of enquiries to registration
from course evaluation to examinations from result dissemination to graduation to name but
a few During the period that the student is registered processes need to be set in motion to
ensure that the student registers for the correct courses has marks or grades correctly
calculated and entered against the studentlsquos name and is ultimately awarded the correct
qualification While this might seem quite straight forward there are numerous other
processes that need to be implemented concurrently (with the finance system
accommodation time tabling and the library) to ensure the highest level of student
satisfaction The findings of this research suggest that the traditional 4- 5- and indeed 7P
marketing services marketing mix may not be the best way to approach the marketing of
MBA programs in South Africa Using principal components factor analysis on 25 commonly
used marketing tools indicates that four new distinctive and independent elements exist along
with three elements from the traditional marketing mix (Jonathan Ivy 2008) The most
important element from the marketing mix was ―program element (the range of electives in
the degree choice of majors) The second was ―prominence of the degree (academic staff
reputations position on league tables or MBA reviews in the popular press) The traditional
promotions element of the marketing mix was split into two areas standard mass media
34
advertising and hard copy promotional materials such as the university prospectus and direct
mail posted to prospective students called ―prospectus in the MBA marketing mix The
price element is dominated by flexible payment of tuition fees which means that students are
price sensitive and looking for payment flexibility The people element has had a small
modification with face-to-face teaching being included along with personal contact with
graduates and open day attendance The final element of the new marketing mix is called
premiums This is a diverse element of the mix which included accommodation the number
of modules in the degree student exchange programmes university computer facilities and
class sizes While this element was considered the least important of the marketing tools not
offering some of these items could seriously damage the recruitment prospects of a business
school Indeed some items would be considered a standard offering of a university and
expected by a student without further consideration or evaluation (Jonathan Ivy 2008)
So from this study researcher may answer on the posed questions before There is indeed
some other factors out of the standard marketing mix which in this case (higher education
marketing) play a key role In order to finally apply those factors into the practical
implementation researcher should check whether all of those factors remain important for
MU For this purpose primary data should be collected by creating questionnaire which
includes new marketing mix tools
Another study conducted in the realm of marketing communications in Taiwan includes
other findings The purpose of this study was to examine how a graduate institute at National
Chiayi University (NCYU) by using a model that integrates analytic hierarchy process
cluster analysis and correspondence analysis can develop effective marketing strategies
This research revealed that even though universities and colleges in Taiwan have
increasingly realized the importance of having sound marketing strategies to stay competitive
they have concentrated their marketing strategies on promotion ndash advertising tuition
reduction scholarships etc This trend has often obscured the fact that marketing should be
based on customer needs with better efforts made to fulfill these needs Although market
segmentation and positioning enable marketers and institutional planners in higher education
to understand customer needs and to visualize institutional advantages in relation to their
competitorslsquo positions these are relatively new endeavors in educational marketing in
Taiwan
The results display that the five most important factors for studentslsquo school selection
were employability curriculum academic reputation faculty and research environment
35
Students perceived NCYU to be strongly associated with lower tuition fewer entrance-exam
subjects lower entrance-exam pass rates and easier graduation requirements (Hsuan-Fu Ho
Chia-Chi Hung 2008)
In order to verify whether such criteria are also indisputable preconditions for choosing
MU as a potential tertiary institution they should be included into the study questionnaire
As we can see that in secondary information there are many ways on how to improve
university standing and how to reach a customer But this information does not give us the
picture of Masaryk University customer why she chose MU what were the preferences to
choose it where she first time got to know about it and etc That is why for this part ndash to get
the picture of MU customer from primary data collection and then apply appropriate tools that
have been mentioned before would be a good combination for a successful marketing
campaign
24 Primary data
For the purpose of this study ndash increase MU attractiveness primary data has been
collected Researcher developed questionnaire which consists of 15 questions and randomly
gave out to international students The main goal of this questionnaire is to answer two
research questions set by researcher
1 On what element of marketing mix students relied more when choosing MU ―People
―Physical evidence or ―Processes
2 Does the possibility of domestic market employability after graduation plays the key role
for choosing MU
These two research questions will help to get a clue on how specifically to improve
attractiveness of MU
Data is analyzed by using excel Microsoft office application with support of various graphs
and tables It has been calculated that majority of respondents are current students in MU
which gives more in depth data describing university attractiveness
36
Graph 1 ―Identification of students` status
It is 62 of respondents stated that they are currently study in MU This will bring more in
depth data from the survey
Specializations have wider split up with two major elements Informatics and Medicine
amount to 32 and 27 accordingly Unfortunately there are no any students from sport
faculty As it has been mentioned respondents were chosen randomly so it can be obvious
that there is big amount of students studying or intend to study medicine and informatics
Graph 2 ―Identification variability of specializations
37
Country of origin table shows that students from Slovakia have majority Probably
because of country and national closeness to Czech Republic The second biggest majority is
students from United Kindom after them students from Russia and Hungary
Graph 3 ―Country of origin split up
Question number 4 relates to first research question (On what element of marketing mix
students relied more when choosing MU ―People ―Physical evidence or ―Processes)
which specifies the level of ―Process element in MU In general the level of handling phone
callemail is acceptable with 14 respondents answered as completely sufficient or completely
sufficient with additional information This shows that majority of students are satisfied with
first impression of contacting MU
38
Chart 3 ―Level of handling callemail inquiry
Question number 5 explains another element in first research question which is ―People It
is evident that for majority of students academic experience is the most important to know
about professors professionalism But it is also a big quantity of those who did not analyze
any information Five students responded that work experience in business sphere is a key
criteria to choose MU
Chart 4 ―Criteria for identifying professionalism of university teaching staff
The ―Process element is evaluated in question number six which explains the level of
administrative and bureaucratic functions in MU on the matter of convenience and usage
Number of courses
teachers offer
Quantity of
publication of
teachers
Work experience
in business sphere Academic
Experience Professional
title in
business
I didn`t analyze
any information
about academic
staff in MU
39
Chart 5 ―Convenience
On the chart it is shown that students rate these functions as convenient with only several
students who perceive it as rather inconvenient On the ―Usage chart it has also positive
trend representing that MU administrative and bureaucratic process is highly useful
Chart 6 ―Usage
Question number seven explains third element ―Physical evidence In graph below it is
obvious that majority of students do not check this element while choosing MU
40
Graph 4 ―Identification of processes element
69 replied negatively and 31 positively which means that this factor does not play a
key role in selecting university Majority of students rate MU facilities as comfortable It is
shown in the table below that eleven students rate facilities as good
Chart 7 ―Identification of physical evidence element
Question number nine encompasses several criteria which were taken from two elements of
marketing mix ―People and ―Physical evidence and some were not from this marketing
mix like ―ability to get employment in home country ―worldwide acceptable diploma
These two factors were taken from the second research question ―Does the possibility of
41
domestic market employability after graduation plays the key role for choosing MU Results
showed that students highly value ―ability to get employment in home country (16
respondents gave highest score) Also highly rated MU diploma as worldwide acceptable (15
respondents gave the highest score) Also for respondents it is important (with lower grading
score ndash ―4) ―Strong academic staff and ―Excellent laboratory facilities
Chart 8 ―MU criteria
Question number 10 includes set of common services that university provides to students
This question helps to understand what services MU provides sufficiently to students Results
showed that sufficient services that MU provides are almost all which have been mentioned in
the options list Only ―Small class sizes do not meet big majority expectations
a Ability to get
employment in home
country
b Strong
academic staff
d Library
facilities
c Excellent
laboratory
facilities
e Worldwide
acceptable diploma
42
Chart 9 ―MU services
Interesting results gave to the researcher questions number 11 which shows that mostly
students got to know about MU from internet search engines and from relativeslsquo advice
Graph 5 ―Media channel of MU
Question number 12 and 13 give overall satisfaction level with MU Question number 12
has been adopted from theoretical part which asks whether student is ready to enter university
again if heshe would have the same opportunity Question number 13 is double-checking this
statement Results are showing that majority of respondents would enter MU again and they
are satisfied with overall MU educational service
Reasonable
accommodation
Exchange
programs
Number of
modules
Small class
sizes
Internship
possibility
Research
environment Faculty
43
Graph 6 ―Choosing MU
Graph 7 ―General satisfaction of MU
Although researcher might observe big quantity of students who are relactant to answer
Graph derived from question 12 shows that half of respondents do not have such a strong
feeling to reenter MU The same situation is in general satisfaction of MU where 38
remained neutral
The last two questions deal with second research question And here results are varied
Graph 8 derived from question 14 depicts that MU degree is not that helpful for getting the
job back in home country Only 23 answered that degree surely will help to get a high paid
44
position 38 replied as ―probably yes 35 answered as ―not sure and 4 answered
―probably not So around 61 of respondents feel positive about successful employment
back home the rest are not that confident
Graph 8 ―Employability element
Graph 9 ―Employability element second question
If respondents replied positively on 14th
question then they were asked to state the reason
for this As it can be seen above high standard European education is playing a key role for
successful employment Also the rest of options have high scores too
45
RESEARCH REPORT
In the purpose of survey it was essential to understand which of three elements in
marketing mix (―People ―Processes and ―Physical evidence) students rely more and
therefore less while choosing MU According to study made in South Africa by Jonathan Ivy
there are seven elements in marketing mix which all equally important for improving
company attractiveness in service business Researcher of this study picked three out of
seven because they more closely respond to actual service oriented company The rest four
elements (product price promotion place) were existing before as traditional marketing mix
for all types of businesses So the element ―Processes uncovers with questions number 4 and
6 From the graphs it is obvious that students are satisfied with this marketing mix This gives
university strong point in attracting students Call email handling Information system
functionality and other bureaucratic functions work sufficiently well 22 students rated
callemail handling as positive Usage and convenience of different MU functional processes
are also positively appreciated with 13 students for convenience and 15 for usefulness From
this data it can be clearly stated that students do rely on effective functions of MU
Element ―People is identified in questions 5 9 and 10 Question 5 gives information that
students do not mainly rely on ―People element while choosing MU 9 students did not
analyze any information about professionalism of university teaching staff Meanwhile the
main factor on what students pay attention is academic experience of teachers But answers
for the questions 9 and 10 gives a tendency that students do rate criteria ―Professionalism of
teachers high but actually they give lower score for this actual criteria in question number
10 In question number 5 students chose different aspects of professionalism of teachers as a
criteria to enter MU Total score for professionalism aspects is 4+4+5+10+4=27 Also in
question number 9 criteria ―strong academic staff accumulates 17 points (it is taken only 4
and 5 levels of importance) But in question number 10 only students give only ten points for
―faculty as a sufficient service provided by MU It can be assumed that students had higher
expectation before entering into university that they have got
Element ―Physical evidence is seen as not important for respondents Graph for question
number 7 shows that 69 of students did not check elements of ―Physical evidence Also
majority of students rate university facilities as ―Good with opportunity to select ―Excellent
46
status (in question number 8) On the other hand students rate university accommodation and
research environment as high enough (question number 10) It can be concluded that during
the process of choosing university students do not rely heavily on ―Physical evidence But
they did get reasonable service in ―Physical evidence while studying in MU
Second research question states ―Does the possibility of domestic market employability
after graduation plays the key role for choosing MU After analysis of relevant graphs and
tables it became clear that this factor (possibility to get employed) is very important for
students So question number 9 gets the highest score (16) for criteria in choosing MU ndash
―ability to get employment in home country and also high score for ―worldwide acceptable
diploma Even though students rate possibility to get employed as the highest criteria to
enter MU 39 of students are not sure or don not think they will obtain high paid job back
home Here is the point to work for MU administration Students rely on high standard
European education and English language education as a key criterion for being confident in
getting well paid job (question number 15)
The data analysis process constitutes the following
1 MU has convenient and useful bureaucratic functions which are considered as a strong
point in delivering knowledge without obstacles It is difficult to identify the level of
―processes in organization but some points can be highlighted in promotion materials It can
be description of functionality of Information System or description of easy courses
registration
2 Element ―People has deviation in what is expected and what is delivered Students
have a bit higher expectations on the level of teaching staff experience and competence It is
recommended to do a deeper research on the reasons for this deviation But for now it can be
decided to arrange seminars or trainings for teacher to improve their marketing knowledge
and explain commercial tendency in market of high education
3 University ―Physical evidence is has strong rate of sufficiency The only problem that
students do not feel need to pay attention on this element Here MU administration should put
accent on Including pictures of libraries with free Wi-fi canteens computer labs which have
good and pleasant conditions
4 The most important criteria for students to choose MU is high possibility to get
employed at home But this perspective lacks consistency because there is significant amount
of students who remain uncertain in the future employability This gap can be solved by
successful decision making of three elements above ―People ―Processes and ―Physical
47
evidence But it is recommended to conduct further survey questioning the reasons of
students` uncertainty in future employability Maybe the reason is not related to some weak
points in marketing mix but the problem in home countries itself (political instability
nepotism etc)
To sum up the general situation in four factors mentioned above ―processes should be
promoted to international students as a smooth tool in obtaining degree ―people should go
through training on how to deliver lecture in contemporary commercial world of high
education market ―physical evidence should be mentioned in promotion of MU ―student
employability will be interrelated with ―people plus MU has to install closer relationship
with international companies (internships provision seminars with company representatives
professional lectures from leading companies etc)
Secondary information has also a great help in increasing university attractiveness
Viral marketing can be applied to MU because question number 11 shows that internet search
engine is a key tool how students found about MU There is a video of experience Brno life
among Erasmus Students which can be remade as a good promotion video of student life on
campus For Masaryk University very effective tool will be Google Analytics giving a wide
scope of techniques on how to track differentiate and analyze visitors ―Google Analytics is
the enterprise-class web analytics solution that gives rich insights into the website traffic and
marketing effectiveness Powerful flexible and easy-to-use features now give opportunity to
see and analyze your traffic data in an entirely new way With Google Analytics it is easier to
write better-targeted ads strengthen marketing initiatives and create higher converting
websites (Google Analytics website)
In general MU marketing politics should involve techniques mentioned by Jarvis J in his
book ―What Would Google Do Companies must learn that they are better off when they
cede control to their customers Give us control we will use it and you will win
Also it is important to read blogs There are search engines for blogs like Technorati
Icerocket Google Bloglines Pub-sub where MU marketing officials can search for MU
discussion groups or some topics
MU officials should constantly maintain ―conversation with current students It is a good
idea to start communication with those bloggers who care enough to talk about MU products
and service and brand The least MU officials can do is engage them and join the
conversation Even further step can be done Ask consumers what they think MU
48
administration should do MU will end up with better products and do a better job selling
them to more satisfied customers who can even help each other if MU officials let them
Next it will be effective to start university blog where students openly and forthrightly
share the problems and the solutions as they occur There is no reason why a university dean
should not open a direct conversation with the public That will do more to change the
culturemdashto finally make it customer-focused and mean itmdashthan a dozen consultants a
hundred off- sites or a million ad impressions
During of development process of some programs or anything in university it is better to
involve students in this process also
The last but not the least is links on the website of MU There are three links on the ESF
faculty One of them is ―Review of economic perspectives ―call for papers and Citi Bank
banner There should be more links to Headhunters conferences industry associations
current job opportunities etc This gives website alive image and helpful time spending
49
CONCLUSION
This study has been conducted in favor of future Masaryk University prosperity in the
current commercial world Researcher had a strong motivation to give helpful secondary and
primary information which will foster university educational process in the frames of
contemporary world
Of course any research comes up with further recommendations to analyze questionable
matters in results obtained Researcher believes that this work is just another step to constant
need of self-improvement
Researcher advices to put more accent on IT support to promote university image and
therefore increate its attractiveness (Harry Hayward 2011) mentioned that 80 million hours
of video loaded to YouTube every minute So there is high potential for promotion Viral
video of MU will hit several aspects of university improvement brand product suite
differentiation lifestyle according to Dr DJToncich Apart of that it is recommended to
build system of values believes and attitudes among students and university staff and
promote this in the future According to Dr Mark Putman it is essential nowadays to educate
university staff about strategic role of marketing and branding Website analytics would be
useful for measurement and marketing analysis Search optimization engine is another tool on
how to maintain university webpage in the top 10 results in Google chrome or other web
search engines On YouTube there is option to post advertisement of a company only in the
videos which are related to the sphere of products or services company offer So MU might
sign a contract of including its advertisement on videos which has key words as ―education
―high ―in English etc
According to primary data obtained it is obvious that several aspects in MU marketing
mix do not match high criteria among students Once one factor ―People would be solved
through trainings and constant updating knowledge of personnel another interrelated problem
will be offset ndash ―Employability But there is no any research done on interdependence of
these two factors so for further analysis of situation another research should be taken The
main purpose of this research would be identification of cause and effect linkages between
50
―People ―Employability and other factors which influence studentslsquo ability to get high paid
job back home And there are a lot of those factors starting from political situation in the
country to the level of corruption and nepotism
MU has potential to improve its educational process as we do the students because we are
the main customers for our university But one thing should not be forgotten and it is
companies which have strong notion about reality in one or another specialization That is
why my last advice for Masaryk University is to appeal as a liaison entity between students
and companies
51
REFERENCES
Barabba Vincent P Zaltman Gerald 1991 ―Hearing the Voice of the Market Competitive
Advantage Through Creative Use of Market Information Chapter 5
Conway Tony Stephen Mackay David Yorke (1994) Strategic Planning in Higher
Education Who Are the Customers International Journal of Educational Management
Vol 8 Iss 6 pp29 ndash 36
Cooper Donald R Schindler Pamela S 2003 ―Business research methods 8th ed
Dillman Don A 2000 ―Mail and Internet Surveys The Tailored Design Method 2nd
Edition New York
Dekeba Alemayehu 2003 ―Basic of Marketing Research Methods
URL httpwwwglobuszcomebooksMarketingResearchindexhtm
Hemsley-Brown JV and Oplatka I2006 Universities in a competitive global marketplace
a systematic review of the literature on higher education marketinglsquo International Journal
of Public Sector Management Vol 19 No 4 pp 316-338
Harry Hayward ―The power of digital storytelling 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Hair Joseph F - Bush Robert P - Ortinau David J ―Marketing research within a changing
information environment 3rd ed2006
Hsuan-Fu Ho Chia-Chi Hung Marketing mix formulation for higher education An
integrated analysis employing analytic hierarchy process cluster analysis and
correspondence analysis International Journal of Educational Management Vol 2 Iss
4 2008
Jarowski Ajay K Kohli and Arvind Sahay 2000 ―Market ndash Driven Versus Driving
Markets Journal of the Academy of Marketing Science 45-54
Johnson Bob ―Mobile marketing in higher education getting ready for 1012 and beyond
2011
URLhttpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Jarvis J ―What Would Google Do Adobe Acrobat eBook Reader 2008
52
Jonathan Ivy A new higher education marketing mix the 7Ps for MBA marketing
International Journal of Educational Management Vol 22 Iss 4 2008
Kotler Philip Fox Karen FA 1985 Strategic Marketing for Educational Institutions
Mora Michaela ―What Is Statistical Significance 2011
URL httprelevantinsightscomtagsample-size
Nha Nguyen Gaston LeBlanc 2001 Image and Reputation of Higher Education Institutions
in Studentslsquo Retention Decisions International Journal of Educational Management
Vol 15 Iss 6
URL httpwwwemeraldinsightcomjournalshtmarticleid=838798amp
Oppenheim ldquoQuestionnaire Design Interviewing and Attitude Measurementrdquo 1992
Oud Jacqueline 2004 ―Market research versus marketing research
Pimpa Nattavud 2003 ―Internationalization and trade in higher education opportunities and
challenges
Putnam Mark ―Do you drive the agenda or go along for the ride 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Rakhee Vyas Anne L Souchon 2003 Symbolic Use of Export Information A
Multidisciplinary Approach to Conceptual Development and Key Consequences
International Marketing Review Vol 20 Iss 1 pp67 ndash 94
URL httpwwwemeraldinsightcomjournalshtmarticleid=855530
Rich Lyons ―Authentic branding how creating a school brand with culture and curriculum
just might help save us 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Robert S Michael ―Inquiry amp Scientific Method 2002
URL httpwwwindianaedu~educy520sec5982week_1inquiry_sci_method02pdf
Rodriguez G ―5 Questions to Help You Understand Your Customer 2004
URL httpwwwpowerhomebizcomvol146customerhtm
Sekaran Uma Bougie Johan Roger Gisbert2009 ―Research Methods for Business a Skill
Building Approach 5th ed
Singleton Royce A Jr and Bruce C Straits 1999 Approaches to Social Research (3rd
Edition) New York Oxford University Press
Smith Scott M Albaum Gerald S 2005 ―Fundamentals of Marketing Research
Snyder Bruce ―Maximizing the power of web analytics 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Toncich ―Study and Learning in the Australian University System
53
URL httpwwwdoctorteenetfilesunibook04_ppdf
WEBSITES
Experiment-Resourcescom ―Comparing Quantitative and Qualitative Research 2009
URL wwwexperiment-resourcescomquantitative-and-qualitative-researchhtml
Higher Education Marketing Company Canada
URL httpwwwhigher-education-marketingcomcontact
Google Analytics website
URL httpwwwgooglecomintlenanalytics
54
Appendix A Questionnaire
Dear respondent this questionnaire is created in terms of Master`s degree diploma thesis The main goal of
this survey is to improve Masaryk University attractiveness by deriving the reasons for choosing Masaryk
University in obtaining a degree The answers will be kept as confidential and would not be used in any
other purposes other than for this research If you would have any questions regarding the results of this
survey please contact me
Ilya Shaiderov (380502mailmunicz)
Thank you for your cooperation
1 Are you a current or prospective student ____________________
2 What specialization you are obtaining or intend to obtain in MU ____________________
3 Please specify your country of origin ____________________
4 Please rate the level of handling your first phone callemail inquiry by MU staff (only if it is
applicable to your case)
1 2 3 4 5
5 While considering MU as an option to study what criteria did (do) you analyze to check
professionalism of university teaching staff (you may choose several options)
a Number of courses teachers offer
b Quantity of publication of teachers
c Work experience in business sphere
d Academic Experience
e Professional title in business
f I didn`t analyze any information about academic staff in MU
No response
Insufficient response
Sufficient enough
Completely sufficient with additional information
Completely sufficient
55
6 (Only for current students) Could you characterize the process of courses registration usage of IS
system and other administrative and bureaucratic functions of university (please choose one in each
scale)
Convenience
1 2 3 4 5
Usage
1 2 3 4 5
7 (For both current and prospective students) While choosing MU did (do) you check quantity of
books in university library accessibility of electronic databases new editions of study materials
overall quality of library
Yes
No
8 (Only for current students) Please rate MU facilities (buildings classrooms computer labs etc) on
the matter of ―comfortability
1 2 3 4 5
Excellent Good Sufficient Not enough Bad
Completely Convenient
Rather Convenient
Convenient Rather Inconvenient
Completely Inconvenient
Completely Useful
Rather Useful
Useful Rather Useless
Completely Useless
56
9 (For both current and prospective students) How do you rate the following factors as criteria for
choosing MU (1- least important 5 ndash most important)
a Ability to get employment in home country
b Strong academic staff
c Excellent laboratory facilities
d Library facilities
e Worldwide acceptable diploma
10 Please choose (mark ―V) services that MU sufficiently provides to you as a student (in case you
are prospective student - should be provided)
___ Reasonable accommodation (covered by student)
___ The number of modules in the degree and big variety of elective courses
___ Student exchange programs
___ Research environment (sufficient up to date study materials computer labs laboratories etc)
___ Small class sizes
___ Internship possibility
___ Faculty (profound selection of PhD and profession specialists)
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
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1 2
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r
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a
q
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f
r
o
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e
d
o
c
u
m
57
11 From what source you first found out about Masaryk University
a Website search engine
b Advice of friends parents etc
c TV
d Newspaper please specify____________
e Journals please specify____________
f Billboards
g Website banners please specify website_______________
h Other source__________________________
12 (Only for current students) If you had do it over again would you still choose MU If not please
specify why
a Yes
b Not sure
c Probably would
d Probably would not (please specify why)
__________________________________________________________________________________
__________________________________________________________________________________
________________________________________________________________
13 (Only for current students) Please describe your level of general satisfaction with university
a Not satisfied at all
b Neutral
c Satisfied
d Very satisfied
58
14 (For both current and prospective students) Do you think MU degree will help you to get above
average salary in your home country
a No b Probably not c Not sure d Probably yes c Yes
15 If you think that MU degree helps to get well paid job in your home country what might be
reasons for that (more than one reason can be selected)
a High standard European education d Possibility to pass internship in Europe
b Degree specialization choice e Other_________________________
c Education in English language
34
advertising and hard copy promotional materials such as the university prospectus and direct
mail posted to prospective students called ―prospectus in the MBA marketing mix The
price element is dominated by flexible payment of tuition fees which means that students are
price sensitive and looking for payment flexibility The people element has had a small
modification with face-to-face teaching being included along with personal contact with
graduates and open day attendance The final element of the new marketing mix is called
premiums This is a diverse element of the mix which included accommodation the number
of modules in the degree student exchange programmes university computer facilities and
class sizes While this element was considered the least important of the marketing tools not
offering some of these items could seriously damage the recruitment prospects of a business
school Indeed some items would be considered a standard offering of a university and
expected by a student without further consideration or evaluation (Jonathan Ivy 2008)
So from this study researcher may answer on the posed questions before There is indeed
some other factors out of the standard marketing mix which in this case (higher education
marketing) play a key role In order to finally apply those factors into the practical
implementation researcher should check whether all of those factors remain important for
MU For this purpose primary data should be collected by creating questionnaire which
includes new marketing mix tools
Another study conducted in the realm of marketing communications in Taiwan includes
other findings The purpose of this study was to examine how a graduate institute at National
Chiayi University (NCYU) by using a model that integrates analytic hierarchy process
cluster analysis and correspondence analysis can develop effective marketing strategies
This research revealed that even though universities and colleges in Taiwan have
increasingly realized the importance of having sound marketing strategies to stay competitive
they have concentrated their marketing strategies on promotion ndash advertising tuition
reduction scholarships etc This trend has often obscured the fact that marketing should be
based on customer needs with better efforts made to fulfill these needs Although market
segmentation and positioning enable marketers and institutional planners in higher education
to understand customer needs and to visualize institutional advantages in relation to their
competitorslsquo positions these are relatively new endeavors in educational marketing in
Taiwan
The results display that the five most important factors for studentslsquo school selection
were employability curriculum academic reputation faculty and research environment
35
Students perceived NCYU to be strongly associated with lower tuition fewer entrance-exam
subjects lower entrance-exam pass rates and easier graduation requirements (Hsuan-Fu Ho
Chia-Chi Hung 2008)
In order to verify whether such criteria are also indisputable preconditions for choosing
MU as a potential tertiary institution they should be included into the study questionnaire
As we can see that in secondary information there are many ways on how to improve
university standing and how to reach a customer But this information does not give us the
picture of Masaryk University customer why she chose MU what were the preferences to
choose it where she first time got to know about it and etc That is why for this part ndash to get
the picture of MU customer from primary data collection and then apply appropriate tools that
have been mentioned before would be a good combination for a successful marketing
campaign
24 Primary data
For the purpose of this study ndash increase MU attractiveness primary data has been
collected Researcher developed questionnaire which consists of 15 questions and randomly
gave out to international students The main goal of this questionnaire is to answer two
research questions set by researcher
1 On what element of marketing mix students relied more when choosing MU ―People
―Physical evidence or ―Processes
2 Does the possibility of domestic market employability after graduation plays the key role
for choosing MU
These two research questions will help to get a clue on how specifically to improve
attractiveness of MU
Data is analyzed by using excel Microsoft office application with support of various graphs
and tables It has been calculated that majority of respondents are current students in MU
which gives more in depth data describing university attractiveness
36
Graph 1 ―Identification of students` status
It is 62 of respondents stated that they are currently study in MU This will bring more in
depth data from the survey
Specializations have wider split up with two major elements Informatics and Medicine
amount to 32 and 27 accordingly Unfortunately there are no any students from sport
faculty As it has been mentioned respondents were chosen randomly so it can be obvious
that there is big amount of students studying or intend to study medicine and informatics
Graph 2 ―Identification variability of specializations
37
Country of origin table shows that students from Slovakia have majority Probably
because of country and national closeness to Czech Republic The second biggest majority is
students from United Kindom after them students from Russia and Hungary
Graph 3 ―Country of origin split up
Question number 4 relates to first research question (On what element of marketing mix
students relied more when choosing MU ―People ―Physical evidence or ―Processes)
which specifies the level of ―Process element in MU In general the level of handling phone
callemail is acceptable with 14 respondents answered as completely sufficient or completely
sufficient with additional information This shows that majority of students are satisfied with
first impression of contacting MU
38
Chart 3 ―Level of handling callemail inquiry
Question number 5 explains another element in first research question which is ―People It
is evident that for majority of students academic experience is the most important to know
about professors professionalism But it is also a big quantity of those who did not analyze
any information Five students responded that work experience in business sphere is a key
criteria to choose MU
Chart 4 ―Criteria for identifying professionalism of university teaching staff
The ―Process element is evaluated in question number six which explains the level of
administrative and bureaucratic functions in MU on the matter of convenience and usage
Number of courses
teachers offer
Quantity of
publication of
teachers
Work experience
in business sphere Academic
Experience Professional
title in
business
I didn`t analyze
any information
about academic
staff in MU
39
Chart 5 ―Convenience
On the chart it is shown that students rate these functions as convenient with only several
students who perceive it as rather inconvenient On the ―Usage chart it has also positive
trend representing that MU administrative and bureaucratic process is highly useful
Chart 6 ―Usage
Question number seven explains third element ―Physical evidence In graph below it is
obvious that majority of students do not check this element while choosing MU
40
Graph 4 ―Identification of processes element
69 replied negatively and 31 positively which means that this factor does not play a
key role in selecting university Majority of students rate MU facilities as comfortable It is
shown in the table below that eleven students rate facilities as good
Chart 7 ―Identification of physical evidence element
Question number nine encompasses several criteria which were taken from two elements of
marketing mix ―People and ―Physical evidence and some were not from this marketing
mix like ―ability to get employment in home country ―worldwide acceptable diploma
These two factors were taken from the second research question ―Does the possibility of
41
domestic market employability after graduation plays the key role for choosing MU Results
showed that students highly value ―ability to get employment in home country (16
respondents gave highest score) Also highly rated MU diploma as worldwide acceptable (15
respondents gave the highest score) Also for respondents it is important (with lower grading
score ndash ―4) ―Strong academic staff and ―Excellent laboratory facilities
Chart 8 ―MU criteria
Question number 10 includes set of common services that university provides to students
This question helps to understand what services MU provides sufficiently to students Results
showed that sufficient services that MU provides are almost all which have been mentioned in
the options list Only ―Small class sizes do not meet big majority expectations
a Ability to get
employment in home
country
b Strong
academic staff
d Library
facilities
c Excellent
laboratory
facilities
e Worldwide
acceptable diploma
42
Chart 9 ―MU services
Interesting results gave to the researcher questions number 11 which shows that mostly
students got to know about MU from internet search engines and from relativeslsquo advice
Graph 5 ―Media channel of MU
Question number 12 and 13 give overall satisfaction level with MU Question number 12
has been adopted from theoretical part which asks whether student is ready to enter university
again if heshe would have the same opportunity Question number 13 is double-checking this
statement Results are showing that majority of respondents would enter MU again and they
are satisfied with overall MU educational service
Reasonable
accommodation
Exchange
programs
Number of
modules
Small class
sizes
Internship
possibility
Research
environment Faculty
43
Graph 6 ―Choosing MU
Graph 7 ―General satisfaction of MU
Although researcher might observe big quantity of students who are relactant to answer
Graph derived from question 12 shows that half of respondents do not have such a strong
feeling to reenter MU The same situation is in general satisfaction of MU where 38
remained neutral
The last two questions deal with second research question And here results are varied
Graph 8 derived from question 14 depicts that MU degree is not that helpful for getting the
job back in home country Only 23 answered that degree surely will help to get a high paid
44
position 38 replied as ―probably yes 35 answered as ―not sure and 4 answered
―probably not So around 61 of respondents feel positive about successful employment
back home the rest are not that confident
Graph 8 ―Employability element
Graph 9 ―Employability element second question
If respondents replied positively on 14th
question then they were asked to state the reason
for this As it can be seen above high standard European education is playing a key role for
successful employment Also the rest of options have high scores too
45
RESEARCH REPORT
In the purpose of survey it was essential to understand which of three elements in
marketing mix (―People ―Processes and ―Physical evidence) students rely more and
therefore less while choosing MU According to study made in South Africa by Jonathan Ivy
there are seven elements in marketing mix which all equally important for improving
company attractiveness in service business Researcher of this study picked three out of
seven because they more closely respond to actual service oriented company The rest four
elements (product price promotion place) were existing before as traditional marketing mix
for all types of businesses So the element ―Processes uncovers with questions number 4 and
6 From the graphs it is obvious that students are satisfied with this marketing mix This gives
university strong point in attracting students Call email handling Information system
functionality and other bureaucratic functions work sufficiently well 22 students rated
callemail handling as positive Usage and convenience of different MU functional processes
are also positively appreciated with 13 students for convenience and 15 for usefulness From
this data it can be clearly stated that students do rely on effective functions of MU
Element ―People is identified in questions 5 9 and 10 Question 5 gives information that
students do not mainly rely on ―People element while choosing MU 9 students did not
analyze any information about professionalism of university teaching staff Meanwhile the
main factor on what students pay attention is academic experience of teachers But answers
for the questions 9 and 10 gives a tendency that students do rate criteria ―Professionalism of
teachers high but actually they give lower score for this actual criteria in question number
10 In question number 5 students chose different aspects of professionalism of teachers as a
criteria to enter MU Total score for professionalism aspects is 4+4+5+10+4=27 Also in
question number 9 criteria ―strong academic staff accumulates 17 points (it is taken only 4
and 5 levels of importance) But in question number 10 only students give only ten points for
―faculty as a sufficient service provided by MU It can be assumed that students had higher
expectation before entering into university that they have got
Element ―Physical evidence is seen as not important for respondents Graph for question
number 7 shows that 69 of students did not check elements of ―Physical evidence Also
majority of students rate university facilities as ―Good with opportunity to select ―Excellent
46
status (in question number 8) On the other hand students rate university accommodation and
research environment as high enough (question number 10) It can be concluded that during
the process of choosing university students do not rely heavily on ―Physical evidence But
they did get reasonable service in ―Physical evidence while studying in MU
Second research question states ―Does the possibility of domestic market employability
after graduation plays the key role for choosing MU After analysis of relevant graphs and
tables it became clear that this factor (possibility to get employed) is very important for
students So question number 9 gets the highest score (16) for criteria in choosing MU ndash
―ability to get employment in home country and also high score for ―worldwide acceptable
diploma Even though students rate possibility to get employed as the highest criteria to
enter MU 39 of students are not sure or don not think they will obtain high paid job back
home Here is the point to work for MU administration Students rely on high standard
European education and English language education as a key criterion for being confident in
getting well paid job (question number 15)
The data analysis process constitutes the following
1 MU has convenient and useful bureaucratic functions which are considered as a strong
point in delivering knowledge without obstacles It is difficult to identify the level of
―processes in organization but some points can be highlighted in promotion materials It can
be description of functionality of Information System or description of easy courses
registration
2 Element ―People has deviation in what is expected and what is delivered Students
have a bit higher expectations on the level of teaching staff experience and competence It is
recommended to do a deeper research on the reasons for this deviation But for now it can be
decided to arrange seminars or trainings for teacher to improve their marketing knowledge
and explain commercial tendency in market of high education
3 University ―Physical evidence is has strong rate of sufficiency The only problem that
students do not feel need to pay attention on this element Here MU administration should put
accent on Including pictures of libraries with free Wi-fi canteens computer labs which have
good and pleasant conditions
4 The most important criteria for students to choose MU is high possibility to get
employed at home But this perspective lacks consistency because there is significant amount
of students who remain uncertain in the future employability This gap can be solved by
successful decision making of three elements above ―People ―Processes and ―Physical
47
evidence But it is recommended to conduct further survey questioning the reasons of
students` uncertainty in future employability Maybe the reason is not related to some weak
points in marketing mix but the problem in home countries itself (political instability
nepotism etc)
To sum up the general situation in four factors mentioned above ―processes should be
promoted to international students as a smooth tool in obtaining degree ―people should go
through training on how to deliver lecture in contemporary commercial world of high
education market ―physical evidence should be mentioned in promotion of MU ―student
employability will be interrelated with ―people plus MU has to install closer relationship
with international companies (internships provision seminars with company representatives
professional lectures from leading companies etc)
Secondary information has also a great help in increasing university attractiveness
Viral marketing can be applied to MU because question number 11 shows that internet search
engine is a key tool how students found about MU There is a video of experience Brno life
among Erasmus Students which can be remade as a good promotion video of student life on
campus For Masaryk University very effective tool will be Google Analytics giving a wide
scope of techniques on how to track differentiate and analyze visitors ―Google Analytics is
the enterprise-class web analytics solution that gives rich insights into the website traffic and
marketing effectiveness Powerful flexible and easy-to-use features now give opportunity to
see and analyze your traffic data in an entirely new way With Google Analytics it is easier to
write better-targeted ads strengthen marketing initiatives and create higher converting
websites (Google Analytics website)
In general MU marketing politics should involve techniques mentioned by Jarvis J in his
book ―What Would Google Do Companies must learn that they are better off when they
cede control to their customers Give us control we will use it and you will win
Also it is important to read blogs There are search engines for blogs like Technorati
Icerocket Google Bloglines Pub-sub where MU marketing officials can search for MU
discussion groups or some topics
MU officials should constantly maintain ―conversation with current students It is a good
idea to start communication with those bloggers who care enough to talk about MU products
and service and brand The least MU officials can do is engage them and join the
conversation Even further step can be done Ask consumers what they think MU
48
administration should do MU will end up with better products and do a better job selling
them to more satisfied customers who can even help each other if MU officials let them
Next it will be effective to start university blog where students openly and forthrightly
share the problems and the solutions as they occur There is no reason why a university dean
should not open a direct conversation with the public That will do more to change the
culturemdashto finally make it customer-focused and mean itmdashthan a dozen consultants a
hundred off- sites or a million ad impressions
During of development process of some programs or anything in university it is better to
involve students in this process also
The last but not the least is links on the website of MU There are three links on the ESF
faculty One of them is ―Review of economic perspectives ―call for papers and Citi Bank
banner There should be more links to Headhunters conferences industry associations
current job opportunities etc This gives website alive image and helpful time spending
49
CONCLUSION
This study has been conducted in favor of future Masaryk University prosperity in the
current commercial world Researcher had a strong motivation to give helpful secondary and
primary information which will foster university educational process in the frames of
contemporary world
Of course any research comes up with further recommendations to analyze questionable
matters in results obtained Researcher believes that this work is just another step to constant
need of self-improvement
Researcher advices to put more accent on IT support to promote university image and
therefore increate its attractiveness (Harry Hayward 2011) mentioned that 80 million hours
of video loaded to YouTube every minute So there is high potential for promotion Viral
video of MU will hit several aspects of university improvement brand product suite
differentiation lifestyle according to Dr DJToncich Apart of that it is recommended to
build system of values believes and attitudes among students and university staff and
promote this in the future According to Dr Mark Putman it is essential nowadays to educate
university staff about strategic role of marketing and branding Website analytics would be
useful for measurement and marketing analysis Search optimization engine is another tool on
how to maintain university webpage in the top 10 results in Google chrome or other web
search engines On YouTube there is option to post advertisement of a company only in the
videos which are related to the sphere of products or services company offer So MU might
sign a contract of including its advertisement on videos which has key words as ―education
―high ―in English etc
According to primary data obtained it is obvious that several aspects in MU marketing
mix do not match high criteria among students Once one factor ―People would be solved
through trainings and constant updating knowledge of personnel another interrelated problem
will be offset ndash ―Employability But there is no any research done on interdependence of
these two factors so for further analysis of situation another research should be taken The
main purpose of this research would be identification of cause and effect linkages between
50
―People ―Employability and other factors which influence studentslsquo ability to get high paid
job back home And there are a lot of those factors starting from political situation in the
country to the level of corruption and nepotism
MU has potential to improve its educational process as we do the students because we are
the main customers for our university But one thing should not be forgotten and it is
companies which have strong notion about reality in one or another specialization That is
why my last advice for Masaryk University is to appeal as a liaison entity between students
and companies
51
REFERENCES
Barabba Vincent P Zaltman Gerald 1991 ―Hearing the Voice of the Market Competitive
Advantage Through Creative Use of Market Information Chapter 5
Conway Tony Stephen Mackay David Yorke (1994) Strategic Planning in Higher
Education Who Are the Customers International Journal of Educational Management
Vol 8 Iss 6 pp29 ndash 36
Cooper Donald R Schindler Pamela S 2003 ―Business research methods 8th ed
Dillman Don A 2000 ―Mail and Internet Surveys The Tailored Design Method 2nd
Edition New York
Dekeba Alemayehu 2003 ―Basic of Marketing Research Methods
URL httpwwwglobuszcomebooksMarketingResearchindexhtm
Hemsley-Brown JV and Oplatka I2006 Universities in a competitive global marketplace
a systematic review of the literature on higher education marketinglsquo International Journal
of Public Sector Management Vol 19 No 4 pp 316-338
Harry Hayward ―The power of digital storytelling 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Hair Joseph F - Bush Robert P - Ortinau David J ―Marketing research within a changing
information environment 3rd ed2006
Hsuan-Fu Ho Chia-Chi Hung Marketing mix formulation for higher education An
integrated analysis employing analytic hierarchy process cluster analysis and
correspondence analysis International Journal of Educational Management Vol 2 Iss
4 2008
Jarowski Ajay K Kohli and Arvind Sahay 2000 ―Market ndash Driven Versus Driving
Markets Journal of the Academy of Marketing Science 45-54
Johnson Bob ―Mobile marketing in higher education getting ready for 1012 and beyond
2011
URLhttpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Jarvis J ―What Would Google Do Adobe Acrobat eBook Reader 2008
52
Jonathan Ivy A new higher education marketing mix the 7Ps for MBA marketing
International Journal of Educational Management Vol 22 Iss 4 2008
Kotler Philip Fox Karen FA 1985 Strategic Marketing for Educational Institutions
Mora Michaela ―What Is Statistical Significance 2011
URL httprelevantinsightscomtagsample-size
Nha Nguyen Gaston LeBlanc 2001 Image and Reputation of Higher Education Institutions
in Studentslsquo Retention Decisions International Journal of Educational Management
Vol 15 Iss 6
URL httpwwwemeraldinsightcomjournalshtmarticleid=838798amp
Oppenheim ldquoQuestionnaire Design Interviewing and Attitude Measurementrdquo 1992
Oud Jacqueline 2004 ―Market research versus marketing research
Pimpa Nattavud 2003 ―Internationalization and trade in higher education opportunities and
challenges
Putnam Mark ―Do you drive the agenda or go along for the ride 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Rakhee Vyas Anne L Souchon 2003 Symbolic Use of Export Information A
Multidisciplinary Approach to Conceptual Development and Key Consequences
International Marketing Review Vol 20 Iss 1 pp67 ndash 94
URL httpwwwemeraldinsightcomjournalshtmarticleid=855530
Rich Lyons ―Authentic branding how creating a school brand with culture and curriculum
just might help save us 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Robert S Michael ―Inquiry amp Scientific Method 2002
URL httpwwwindianaedu~educy520sec5982week_1inquiry_sci_method02pdf
Rodriguez G ―5 Questions to Help You Understand Your Customer 2004
URL httpwwwpowerhomebizcomvol146customerhtm
Sekaran Uma Bougie Johan Roger Gisbert2009 ―Research Methods for Business a Skill
Building Approach 5th ed
Singleton Royce A Jr and Bruce C Straits 1999 Approaches to Social Research (3rd
Edition) New York Oxford University Press
Smith Scott M Albaum Gerald S 2005 ―Fundamentals of Marketing Research
Snyder Bruce ―Maximizing the power of web analytics 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Toncich ―Study and Learning in the Australian University System
53
URL httpwwwdoctorteenetfilesunibook04_ppdf
WEBSITES
Experiment-Resourcescom ―Comparing Quantitative and Qualitative Research 2009
URL wwwexperiment-resourcescomquantitative-and-qualitative-researchhtml
Higher Education Marketing Company Canada
URL httpwwwhigher-education-marketingcomcontact
Google Analytics website
URL httpwwwgooglecomintlenanalytics
54
Appendix A Questionnaire
Dear respondent this questionnaire is created in terms of Master`s degree diploma thesis The main goal of
this survey is to improve Masaryk University attractiveness by deriving the reasons for choosing Masaryk
University in obtaining a degree The answers will be kept as confidential and would not be used in any
other purposes other than for this research If you would have any questions regarding the results of this
survey please contact me
Ilya Shaiderov (380502mailmunicz)
Thank you for your cooperation
1 Are you a current or prospective student ____________________
2 What specialization you are obtaining or intend to obtain in MU ____________________
3 Please specify your country of origin ____________________
4 Please rate the level of handling your first phone callemail inquiry by MU staff (only if it is
applicable to your case)
1 2 3 4 5
5 While considering MU as an option to study what criteria did (do) you analyze to check
professionalism of university teaching staff (you may choose several options)
a Number of courses teachers offer
b Quantity of publication of teachers
c Work experience in business sphere
d Academic Experience
e Professional title in business
f I didn`t analyze any information about academic staff in MU
No response
Insufficient response
Sufficient enough
Completely sufficient with additional information
Completely sufficient
55
6 (Only for current students) Could you characterize the process of courses registration usage of IS
system and other administrative and bureaucratic functions of university (please choose one in each
scale)
Convenience
1 2 3 4 5
Usage
1 2 3 4 5
7 (For both current and prospective students) While choosing MU did (do) you check quantity of
books in university library accessibility of electronic databases new editions of study materials
overall quality of library
Yes
No
8 (Only for current students) Please rate MU facilities (buildings classrooms computer labs etc) on
the matter of ―comfortability
1 2 3 4 5
Excellent Good Sufficient Not enough Bad
Completely Convenient
Rather Convenient
Convenient Rather Inconvenient
Completely Inconvenient
Completely Useful
Rather Useful
Useful Rather Useless
Completely Useless
56
9 (For both current and prospective students) How do you rate the following factors as criteria for
choosing MU (1- least important 5 ndash most important)
a Ability to get employment in home country
b Strong academic staff
c Excellent laboratory facilities
d Library facilities
e Worldwide acceptable diploma
10 Please choose (mark ―V) services that MU sufficiently provides to you as a student (in case you
are prospective student - should be provided)
___ Reasonable accommodation (covered by student)
___ The number of modules in the degree and big variety of elective courses
___ Student exchange programs
___ Research environment (sufficient up to date study materials computer labs laboratories etc)
___ Small class sizes
___ Internship possibility
___ Faculty (profound selection of PhD and profession specialists)
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
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n
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3
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p
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1 2
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3
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1 2
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y
p
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f
r
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c
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4
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y
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a
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m
5
[
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p
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a
q
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f
r
o
m
t
h
e
d
o
c
u
m
57
11 From what source you first found out about Masaryk University
a Website search engine
b Advice of friends parents etc
c TV
d Newspaper please specify____________
e Journals please specify____________
f Billboards
g Website banners please specify website_______________
h Other source__________________________
12 (Only for current students) If you had do it over again would you still choose MU If not please
specify why
a Yes
b Not sure
c Probably would
d Probably would not (please specify why)
__________________________________________________________________________________
__________________________________________________________________________________
________________________________________________________________
13 (Only for current students) Please describe your level of general satisfaction with university
a Not satisfied at all
b Neutral
c Satisfied
d Very satisfied
58
14 (For both current and prospective students) Do you think MU degree will help you to get above
average salary in your home country
a No b Probably not c Not sure d Probably yes c Yes
15 If you think that MU degree helps to get well paid job in your home country what might be
reasons for that (more than one reason can be selected)
a High standard European education d Possibility to pass internship in Europe
b Degree specialization choice e Other_________________________
c Education in English language
35
Students perceived NCYU to be strongly associated with lower tuition fewer entrance-exam
subjects lower entrance-exam pass rates and easier graduation requirements (Hsuan-Fu Ho
Chia-Chi Hung 2008)
In order to verify whether such criteria are also indisputable preconditions for choosing
MU as a potential tertiary institution they should be included into the study questionnaire
As we can see that in secondary information there are many ways on how to improve
university standing and how to reach a customer But this information does not give us the
picture of Masaryk University customer why she chose MU what were the preferences to
choose it where she first time got to know about it and etc That is why for this part ndash to get
the picture of MU customer from primary data collection and then apply appropriate tools that
have been mentioned before would be a good combination for a successful marketing
campaign
24 Primary data
For the purpose of this study ndash increase MU attractiveness primary data has been
collected Researcher developed questionnaire which consists of 15 questions and randomly
gave out to international students The main goal of this questionnaire is to answer two
research questions set by researcher
1 On what element of marketing mix students relied more when choosing MU ―People
―Physical evidence or ―Processes
2 Does the possibility of domestic market employability after graduation plays the key role
for choosing MU
These two research questions will help to get a clue on how specifically to improve
attractiveness of MU
Data is analyzed by using excel Microsoft office application with support of various graphs
and tables It has been calculated that majority of respondents are current students in MU
which gives more in depth data describing university attractiveness
36
Graph 1 ―Identification of students` status
It is 62 of respondents stated that they are currently study in MU This will bring more in
depth data from the survey
Specializations have wider split up with two major elements Informatics and Medicine
amount to 32 and 27 accordingly Unfortunately there are no any students from sport
faculty As it has been mentioned respondents were chosen randomly so it can be obvious
that there is big amount of students studying or intend to study medicine and informatics
Graph 2 ―Identification variability of specializations
37
Country of origin table shows that students from Slovakia have majority Probably
because of country and national closeness to Czech Republic The second biggest majority is
students from United Kindom after them students from Russia and Hungary
Graph 3 ―Country of origin split up
Question number 4 relates to first research question (On what element of marketing mix
students relied more when choosing MU ―People ―Physical evidence or ―Processes)
which specifies the level of ―Process element in MU In general the level of handling phone
callemail is acceptable with 14 respondents answered as completely sufficient or completely
sufficient with additional information This shows that majority of students are satisfied with
first impression of contacting MU
38
Chart 3 ―Level of handling callemail inquiry
Question number 5 explains another element in first research question which is ―People It
is evident that for majority of students academic experience is the most important to know
about professors professionalism But it is also a big quantity of those who did not analyze
any information Five students responded that work experience in business sphere is a key
criteria to choose MU
Chart 4 ―Criteria for identifying professionalism of university teaching staff
The ―Process element is evaluated in question number six which explains the level of
administrative and bureaucratic functions in MU on the matter of convenience and usage
Number of courses
teachers offer
Quantity of
publication of
teachers
Work experience
in business sphere Academic
Experience Professional
title in
business
I didn`t analyze
any information
about academic
staff in MU
39
Chart 5 ―Convenience
On the chart it is shown that students rate these functions as convenient with only several
students who perceive it as rather inconvenient On the ―Usage chart it has also positive
trend representing that MU administrative and bureaucratic process is highly useful
Chart 6 ―Usage
Question number seven explains third element ―Physical evidence In graph below it is
obvious that majority of students do not check this element while choosing MU
40
Graph 4 ―Identification of processes element
69 replied negatively and 31 positively which means that this factor does not play a
key role in selecting university Majority of students rate MU facilities as comfortable It is
shown in the table below that eleven students rate facilities as good
Chart 7 ―Identification of physical evidence element
Question number nine encompasses several criteria which were taken from two elements of
marketing mix ―People and ―Physical evidence and some were not from this marketing
mix like ―ability to get employment in home country ―worldwide acceptable diploma
These two factors were taken from the second research question ―Does the possibility of
41
domestic market employability after graduation plays the key role for choosing MU Results
showed that students highly value ―ability to get employment in home country (16
respondents gave highest score) Also highly rated MU diploma as worldwide acceptable (15
respondents gave the highest score) Also for respondents it is important (with lower grading
score ndash ―4) ―Strong academic staff and ―Excellent laboratory facilities
Chart 8 ―MU criteria
Question number 10 includes set of common services that university provides to students
This question helps to understand what services MU provides sufficiently to students Results
showed that sufficient services that MU provides are almost all which have been mentioned in
the options list Only ―Small class sizes do not meet big majority expectations
a Ability to get
employment in home
country
b Strong
academic staff
d Library
facilities
c Excellent
laboratory
facilities
e Worldwide
acceptable diploma
42
Chart 9 ―MU services
Interesting results gave to the researcher questions number 11 which shows that mostly
students got to know about MU from internet search engines and from relativeslsquo advice
Graph 5 ―Media channel of MU
Question number 12 and 13 give overall satisfaction level with MU Question number 12
has been adopted from theoretical part which asks whether student is ready to enter university
again if heshe would have the same opportunity Question number 13 is double-checking this
statement Results are showing that majority of respondents would enter MU again and they
are satisfied with overall MU educational service
Reasonable
accommodation
Exchange
programs
Number of
modules
Small class
sizes
Internship
possibility
Research
environment Faculty
43
Graph 6 ―Choosing MU
Graph 7 ―General satisfaction of MU
Although researcher might observe big quantity of students who are relactant to answer
Graph derived from question 12 shows that half of respondents do not have such a strong
feeling to reenter MU The same situation is in general satisfaction of MU where 38
remained neutral
The last two questions deal with second research question And here results are varied
Graph 8 derived from question 14 depicts that MU degree is not that helpful for getting the
job back in home country Only 23 answered that degree surely will help to get a high paid
44
position 38 replied as ―probably yes 35 answered as ―not sure and 4 answered
―probably not So around 61 of respondents feel positive about successful employment
back home the rest are not that confident
Graph 8 ―Employability element
Graph 9 ―Employability element second question
If respondents replied positively on 14th
question then they were asked to state the reason
for this As it can be seen above high standard European education is playing a key role for
successful employment Also the rest of options have high scores too
45
RESEARCH REPORT
In the purpose of survey it was essential to understand which of three elements in
marketing mix (―People ―Processes and ―Physical evidence) students rely more and
therefore less while choosing MU According to study made in South Africa by Jonathan Ivy
there are seven elements in marketing mix which all equally important for improving
company attractiveness in service business Researcher of this study picked three out of
seven because they more closely respond to actual service oriented company The rest four
elements (product price promotion place) were existing before as traditional marketing mix
for all types of businesses So the element ―Processes uncovers with questions number 4 and
6 From the graphs it is obvious that students are satisfied with this marketing mix This gives
university strong point in attracting students Call email handling Information system
functionality and other bureaucratic functions work sufficiently well 22 students rated
callemail handling as positive Usage and convenience of different MU functional processes
are also positively appreciated with 13 students for convenience and 15 for usefulness From
this data it can be clearly stated that students do rely on effective functions of MU
Element ―People is identified in questions 5 9 and 10 Question 5 gives information that
students do not mainly rely on ―People element while choosing MU 9 students did not
analyze any information about professionalism of university teaching staff Meanwhile the
main factor on what students pay attention is academic experience of teachers But answers
for the questions 9 and 10 gives a tendency that students do rate criteria ―Professionalism of
teachers high but actually they give lower score for this actual criteria in question number
10 In question number 5 students chose different aspects of professionalism of teachers as a
criteria to enter MU Total score for professionalism aspects is 4+4+5+10+4=27 Also in
question number 9 criteria ―strong academic staff accumulates 17 points (it is taken only 4
and 5 levels of importance) But in question number 10 only students give only ten points for
―faculty as a sufficient service provided by MU It can be assumed that students had higher
expectation before entering into university that they have got
Element ―Physical evidence is seen as not important for respondents Graph for question
number 7 shows that 69 of students did not check elements of ―Physical evidence Also
majority of students rate university facilities as ―Good with opportunity to select ―Excellent
46
status (in question number 8) On the other hand students rate university accommodation and
research environment as high enough (question number 10) It can be concluded that during
the process of choosing university students do not rely heavily on ―Physical evidence But
they did get reasonable service in ―Physical evidence while studying in MU
Second research question states ―Does the possibility of domestic market employability
after graduation plays the key role for choosing MU After analysis of relevant graphs and
tables it became clear that this factor (possibility to get employed) is very important for
students So question number 9 gets the highest score (16) for criteria in choosing MU ndash
―ability to get employment in home country and also high score for ―worldwide acceptable
diploma Even though students rate possibility to get employed as the highest criteria to
enter MU 39 of students are not sure or don not think they will obtain high paid job back
home Here is the point to work for MU administration Students rely on high standard
European education and English language education as a key criterion for being confident in
getting well paid job (question number 15)
The data analysis process constitutes the following
1 MU has convenient and useful bureaucratic functions which are considered as a strong
point in delivering knowledge without obstacles It is difficult to identify the level of
―processes in organization but some points can be highlighted in promotion materials It can
be description of functionality of Information System or description of easy courses
registration
2 Element ―People has deviation in what is expected and what is delivered Students
have a bit higher expectations on the level of teaching staff experience and competence It is
recommended to do a deeper research on the reasons for this deviation But for now it can be
decided to arrange seminars or trainings for teacher to improve their marketing knowledge
and explain commercial tendency in market of high education
3 University ―Physical evidence is has strong rate of sufficiency The only problem that
students do not feel need to pay attention on this element Here MU administration should put
accent on Including pictures of libraries with free Wi-fi canteens computer labs which have
good and pleasant conditions
4 The most important criteria for students to choose MU is high possibility to get
employed at home But this perspective lacks consistency because there is significant amount
of students who remain uncertain in the future employability This gap can be solved by
successful decision making of three elements above ―People ―Processes and ―Physical
47
evidence But it is recommended to conduct further survey questioning the reasons of
students` uncertainty in future employability Maybe the reason is not related to some weak
points in marketing mix but the problem in home countries itself (political instability
nepotism etc)
To sum up the general situation in four factors mentioned above ―processes should be
promoted to international students as a smooth tool in obtaining degree ―people should go
through training on how to deliver lecture in contemporary commercial world of high
education market ―physical evidence should be mentioned in promotion of MU ―student
employability will be interrelated with ―people plus MU has to install closer relationship
with international companies (internships provision seminars with company representatives
professional lectures from leading companies etc)
Secondary information has also a great help in increasing university attractiveness
Viral marketing can be applied to MU because question number 11 shows that internet search
engine is a key tool how students found about MU There is a video of experience Brno life
among Erasmus Students which can be remade as a good promotion video of student life on
campus For Masaryk University very effective tool will be Google Analytics giving a wide
scope of techniques on how to track differentiate and analyze visitors ―Google Analytics is
the enterprise-class web analytics solution that gives rich insights into the website traffic and
marketing effectiveness Powerful flexible and easy-to-use features now give opportunity to
see and analyze your traffic data in an entirely new way With Google Analytics it is easier to
write better-targeted ads strengthen marketing initiatives and create higher converting
websites (Google Analytics website)
In general MU marketing politics should involve techniques mentioned by Jarvis J in his
book ―What Would Google Do Companies must learn that they are better off when they
cede control to their customers Give us control we will use it and you will win
Also it is important to read blogs There are search engines for blogs like Technorati
Icerocket Google Bloglines Pub-sub where MU marketing officials can search for MU
discussion groups or some topics
MU officials should constantly maintain ―conversation with current students It is a good
idea to start communication with those bloggers who care enough to talk about MU products
and service and brand The least MU officials can do is engage them and join the
conversation Even further step can be done Ask consumers what they think MU
48
administration should do MU will end up with better products and do a better job selling
them to more satisfied customers who can even help each other if MU officials let them
Next it will be effective to start university blog where students openly and forthrightly
share the problems and the solutions as they occur There is no reason why a university dean
should not open a direct conversation with the public That will do more to change the
culturemdashto finally make it customer-focused and mean itmdashthan a dozen consultants a
hundred off- sites or a million ad impressions
During of development process of some programs or anything in university it is better to
involve students in this process also
The last but not the least is links on the website of MU There are three links on the ESF
faculty One of them is ―Review of economic perspectives ―call for papers and Citi Bank
banner There should be more links to Headhunters conferences industry associations
current job opportunities etc This gives website alive image and helpful time spending
49
CONCLUSION
This study has been conducted in favor of future Masaryk University prosperity in the
current commercial world Researcher had a strong motivation to give helpful secondary and
primary information which will foster university educational process in the frames of
contemporary world
Of course any research comes up with further recommendations to analyze questionable
matters in results obtained Researcher believes that this work is just another step to constant
need of self-improvement
Researcher advices to put more accent on IT support to promote university image and
therefore increate its attractiveness (Harry Hayward 2011) mentioned that 80 million hours
of video loaded to YouTube every minute So there is high potential for promotion Viral
video of MU will hit several aspects of university improvement brand product suite
differentiation lifestyle according to Dr DJToncich Apart of that it is recommended to
build system of values believes and attitudes among students and university staff and
promote this in the future According to Dr Mark Putman it is essential nowadays to educate
university staff about strategic role of marketing and branding Website analytics would be
useful for measurement and marketing analysis Search optimization engine is another tool on
how to maintain university webpage in the top 10 results in Google chrome or other web
search engines On YouTube there is option to post advertisement of a company only in the
videos which are related to the sphere of products or services company offer So MU might
sign a contract of including its advertisement on videos which has key words as ―education
―high ―in English etc
According to primary data obtained it is obvious that several aspects in MU marketing
mix do not match high criteria among students Once one factor ―People would be solved
through trainings and constant updating knowledge of personnel another interrelated problem
will be offset ndash ―Employability But there is no any research done on interdependence of
these two factors so for further analysis of situation another research should be taken The
main purpose of this research would be identification of cause and effect linkages between
50
―People ―Employability and other factors which influence studentslsquo ability to get high paid
job back home And there are a lot of those factors starting from political situation in the
country to the level of corruption and nepotism
MU has potential to improve its educational process as we do the students because we are
the main customers for our university But one thing should not be forgotten and it is
companies which have strong notion about reality in one or another specialization That is
why my last advice for Masaryk University is to appeal as a liaison entity between students
and companies
51
REFERENCES
Barabba Vincent P Zaltman Gerald 1991 ―Hearing the Voice of the Market Competitive
Advantage Through Creative Use of Market Information Chapter 5
Conway Tony Stephen Mackay David Yorke (1994) Strategic Planning in Higher
Education Who Are the Customers International Journal of Educational Management
Vol 8 Iss 6 pp29 ndash 36
Cooper Donald R Schindler Pamela S 2003 ―Business research methods 8th ed
Dillman Don A 2000 ―Mail and Internet Surveys The Tailored Design Method 2nd
Edition New York
Dekeba Alemayehu 2003 ―Basic of Marketing Research Methods
URL httpwwwglobuszcomebooksMarketingResearchindexhtm
Hemsley-Brown JV and Oplatka I2006 Universities in a competitive global marketplace
a systematic review of the literature on higher education marketinglsquo International Journal
of Public Sector Management Vol 19 No 4 pp 316-338
Harry Hayward ―The power of digital storytelling 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Hair Joseph F - Bush Robert P - Ortinau David J ―Marketing research within a changing
information environment 3rd ed2006
Hsuan-Fu Ho Chia-Chi Hung Marketing mix formulation for higher education An
integrated analysis employing analytic hierarchy process cluster analysis and
correspondence analysis International Journal of Educational Management Vol 2 Iss
4 2008
Jarowski Ajay K Kohli and Arvind Sahay 2000 ―Market ndash Driven Versus Driving
Markets Journal of the Academy of Marketing Science 45-54
Johnson Bob ―Mobile marketing in higher education getting ready for 1012 and beyond
2011
URLhttpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Jarvis J ―What Would Google Do Adobe Acrobat eBook Reader 2008
52
Jonathan Ivy A new higher education marketing mix the 7Ps for MBA marketing
International Journal of Educational Management Vol 22 Iss 4 2008
Kotler Philip Fox Karen FA 1985 Strategic Marketing for Educational Institutions
Mora Michaela ―What Is Statistical Significance 2011
URL httprelevantinsightscomtagsample-size
Nha Nguyen Gaston LeBlanc 2001 Image and Reputation of Higher Education Institutions
in Studentslsquo Retention Decisions International Journal of Educational Management
Vol 15 Iss 6
URL httpwwwemeraldinsightcomjournalshtmarticleid=838798amp
Oppenheim ldquoQuestionnaire Design Interviewing and Attitude Measurementrdquo 1992
Oud Jacqueline 2004 ―Market research versus marketing research
Pimpa Nattavud 2003 ―Internationalization and trade in higher education opportunities and
challenges
Putnam Mark ―Do you drive the agenda or go along for the ride 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Rakhee Vyas Anne L Souchon 2003 Symbolic Use of Export Information A
Multidisciplinary Approach to Conceptual Development and Key Consequences
International Marketing Review Vol 20 Iss 1 pp67 ndash 94
URL httpwwwemeraldinsightcomjournalshtmarticleid=855530
Rich Lyons ―Authentic branding how creating a school brand with culture and curriculum
just might help save us 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Robert S Michael ―Inquiry amp Scientific Method 2002
URL httpwwwindianaedu~educy520sec5982week_1inquiry_sci_method02pdf
Rodriguez G ―5 Questions to Help You Understand Your Customer 2004
URL httpwwwpowerhomebizcomvol146customerhtm
Sekaran Uma Bougie Johan Roger Gisbert2009 ―Research Methods for Business a Skill
Building Approach 5th ed
Singleton Royce A Jr and Bruce C Straits 1999 Approaches to Social Research (3rd
Edition) New York Oxford University Press
Smith Scott M Albaum Gerald S 2005 ―Fundamentals of Marketing Research
Snyder Bruce ―Maximizing the power of web analytics 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Toncich ―Study and Learning in the Australian University System
53
URL httpwwwdoctorteenetfilesunibook04_ppdf
WEBSITES
Experiment-Resourcescom ―Comparing Quantitative and Qualitative Research 2009
URL wwwexperiment-resourcescomquantitative-and-qualitative-researchhtml
Higher Education Marketing Company Canada
URL httpwwwhigher-education-marketingcomcontact
Google Analytics website
URL httpwwwgooglecomintlenanalytics
54
Appendix A Questionnaire
Dear respondent this questionnaire is created in terms of Master`s degree diploma thesis The main goal of
this survey is to improve Masaryk University attractiveness by deriving the reasons for choosing Masaryk
University in obtaining a degree The answers will be kept as confidential and would not be used in any
other purposes other than for this research If you would have any questions regarding the results of this
survey please contact me
Ilya Shaiderov (380502mailmunicz)
Thank you for your cooperation
1 Are you a current or prospective student ____________________
2 What specialization you are obtaining or intend to obtain in MU ____________________
3 Please specify your country of origin ____________________
4 Please rate the level of handling your first phone callemail inquiry by MU staff (only if it is
applicable to your case)
1 2 3 4 5
5 While considering MU as an option to study what criteria did (do) you analyze to check
professionalism of university teaching staff (you may choose several options)
a Number of courses teachers offer
b Quantity of publication of teachers
c Work experience in business sphere
d Academic Experience
e Professional title in business
f I didn`t analyze any information about academic staff in MU
No response
Insufficient response
Sufficient enough
Completely sufficient with additional information
Completely sufficient
55
6 (Only for current students) Could you characterize the process of courses registration usage of IS
system and other administrative and bureaucratic functions of university (please choose one in each
scale)
Convenience
1 2 3 4 5
Usage
1 2 3 4 5
7 (For both current and prospective students) While choosing MU did (do) you check quantity of
books in university library accessibility of electronic databases new editions of study materials
overall quality of library
Yes
No
8 (Only for current students) Please rate MU facilities (buildings classrooms computer labs etc) on
the matter of ―comfortability
1 2 3 4 5
Excellent Good Sufficient Not enough Bad
Completely Convenient
Rather Convenient
Convenient Rather Inconvenient
Completely Inconvenient
Completely Useful
Rather Useful
Useful Rather Useless
Completely Useless
56
9 (For both current and prospective students) How do you rate the following factors as criteria for
choosing MU (1- least important 5 ndash most important)
a Ability to get employment in home country
b Strong academic staff
c Excellent laboratory facilities
d Library facilities
e Worldwide acceptable diploma
10 Please choose (mark ―V) services that MU sufficiently provides to you as a student (in case you
are prospective student - should be provided)
___ Reasonable accommodation (covered by student)
___ The number of modules in the degree and big variety of elective courses
___ Student exchange programs
___ Research environment (sufficient up to date study materials computer labs laboratories etc)
___ Small class sizes
___ Internship possibility
___ Faculty (profound selection of PhD and profession specialists)
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
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n
t
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t
3
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y
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e
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1 2
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5
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1 2
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p
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a
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f
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m
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h
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y
p
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f
r
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c
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y
p
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a
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m
5
[
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p
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a
q
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f
r
o
m
t
h
e
d
o
c
u
m
57
11 From what source you first found out about Masaryk University
a Website search engine
b Advice of friends parents etc
c TV
d Newspaper please specify____________
e Journals please specify____________
f Billboards
g Website banners please specify website_______________
h Other source__________________________
12 (Only for current students) If you had do it over again would you still choose MU If not please
specify why
a Yes
b Not sure
c Probably would
d Probably would not (please specify why)
__________________________________________________________________________________
__________________________________________________________________________________
________________________________________________________________
13 (Only for current students) Please describe your level of general satisfaction with university
a Not satisfied at all
b Neutral
c Satisfied
d Very satisfied
58
14 (For both current and prospective students) Do you think MU degree will help you to get above
average salary in your home country
a No b Probably not c Not sure d Probably yes c Yes
15 If you think that MU degree helps to get well paid job in your home country what might be
reasons for that (more than one reason can be selected)
a High standard European education d Possibility to pass internship in Europe
b Degree specialization choice e Other_________________________
c Education in English language
36
Graph 1 ―Identification of students` status
It is 62 of respondents stated that they are currently study in MU This will bring more in
depth data from the survey
Specializations have wider split up with two major elements Informatics and Medicine
amount to 32 and 27 accordingly Unfortunately there are no any students from sport
faculty As it has been mentioned respondents were chosen randomly so it can be obvious
that there is big amount of students studying or intend to study medicine and informatics
Graph 2 ―Identification variability of specializations
37
Country of origin table shows that students from Slovakia have majority Probably
because of country and national closeness to Czech Republic The second biggest majority is
students from United Kindom after them students from Russia and Hungary
Graph 3 ―Country of origin split up
Question number 4 relates to first research question (On what element of marketing mix
students relied more when choosing MU ―People ―Physical evidence or ―Processes)
which specifies the level of ―Process element in MU In general the level of handling phone
callemail is acceptable with 14 respondents answered as completely sufficient or completely
sufficient with additional information This shows that majority of students are satisfied with
first impression of contacting MU
38
Chart 3 ―Level of handling callemail inquiry
Question number 5 explains another element in first research question which is ―People It
is evident that for majority of students academic experience is the most important to know
about professors professionalism But it is also a big quantity of those who did not analyze
any information Five students responded that work experience in business sphere is a key
criteria to choose MU
Chart 4 ―Criteria for identifying professionalism of university teaching staff
The ―Process element is evaluated in question number six which explains the level of
administrative and bureaucratic functions in MU on the matter of convenience and usage
Number of courses
teachers offer
Quantity of
publication of
teachers
Work experience
in business sphere Academic
Experience Professional
title in
business
I didn`t analyze
any information
about academic
staff in MU
39
Chart 5 ―Convenience
On the chart it is shown that students rate these functions as convenient with only several
students who perceive it as rather inconvenient On the ―Usage chart it has also positive
trend representing that MU administrative and bureaucratic process is highly useful
Chart 6 ―Usage
Question number seven explains third element ―Physical evidence In graph below it is
obvious that majority of students do not check this element while choosing MU
40
Graph 4 ―Identification of processes element
69 replied negatively and 31 positively which means that this factor does not play a
key role in selecting university Majority of students rate MU facilities as comfortable It is
shown in the table below that eleven students rate facilities as good
Chart 7 ―Identification of physical evidence element
Question number nine encompasses several criteria which were taken from two elements of
marketing mix ―People and ―Physical evidence and some were not from this marketing
mix like ―ability to get employment in home country ―worldwide acceptable diploma
These two factors were taken from the second research question ―Does the possibility of
41
domestic market employability after graduation plays the key role for choosing MU Results
showed that students highly value ―ability to get employment in home country (16
respondents gave highest score) Also highly rated MU diploma as worldwide acceptable (15
respondents gave the highest score) Also for respondents it is important (with lower grading
score ndash ―4) ―Strong academic staff and ―Excellent laboratory facilities
Chart 8 ―MU criteria
Question number 10 includes set of common services that university provides to students
This question helps to understand what services MU provides sufficiently to students Results
showed that sufficient services that MU provides are almost all which have been mentioned in
the options list Only ―Small class sizes do not meet big majority expectations
a Ability to get
employment in home
country
b Strong
academic staff
d Library
facilities
c Excellent
laboratory
facilities
e Worldwide
acceptable diploma
42
Chart 9 ―MU services
Interesting results gave to the researcher questions number 11 which shows that mostly
students got to know about MU from internet search engines and from relativeslsquo advice
Graph 5 ―Media channel of MU
Question number 12 and 13 give overall satisfaction level with MU Question number 12
has been adopted from theoretical part which asks whether student is ready to enter university
again if heshe would have the same opportunity Question number 13 is double-checking this
statement Results are showing that majority of respondents would enter MU again and they
are satisfied with overall MU educational service
Reasonable
accommodation
Exchange
programs
Number of
modules
Small class
sizes
Internship
possibility
Research
environment Faculty
43
Graph 6 ―Choosing MU
Graph 7 ―General satisfaction of MU
Although researcher might observe big quantity of students who are relactant to answer
Graph derived from question 12 shows that half of respondents do not have such a strong
feeling to reenter MU The same situation is in general satisfaction of MU where 38
remained neutral
The last two questions deal with second research question And here results are varied
Graph 8 derived from question 14 depicts that MU degree is not that helpful for getting the
job back in home country Only 23 answered that degree surely will help to get a high paid
44
position 38 replied as ―probably yes 35 answered as ―not sure and 4 answered
―probably not So around 61 of respondents feel positive about successful employment
back home the rest are not that confident
Graph 8 ―Employability element
Graph 9 ―Employability element second question
If respondents replied positively on 14th
question then they were asked to state the reason
for this As it can be seen above high standard European education is playing a key role for
successful employment Also the rest of options have high scores too
45
RESEARCH REPORT
In the purpose of survey it was essential to understand which of three elements in
marketing mix (―People ―Processes and ―Physical evidence) students rely more and
therefore less while choosing MU According to study made in South Africa by Jonathan Ivy
there are seven elements in marketing mix which all equally important for improving
company attractiveness in service business Researcher of this study picked three out of
seven because they more closely respond to actual service oriented company The rest four
elements (product price promotion place) were existing before as traditional marketing mix
for all types of businesses So the element ―Processes uncovers with questions number 4 and
6 From the graphs it is obvious that students are satisfied with this marketing mix This gives
university strong point in attracting students Call email handling Information system
functionality and other bureaucratic functions work sufficiently well 22 students rated
callemail handling as positive Usage and convenience of different MU functional processes
are also positively appreciated with 13 students for convenience and 15 for usefulness From
this data it can be clearly stated that students do rely on effective functions of MU
Element ―People is identified in questions 5 9 and 10 Question 5 gives information that
students do not mainly rely on ―People element while choosing MU 9 students did not
analyze any information about professionalism of university teaching staff Meanwhile the
main factor on what students pay attention is academic experience of teachers But answers
for the questions 9 and 10 gives a tendency that students do rate criteria ―Professionalism of
teachers high but actually they give lower score for this actual criteria in question number
10 In question number 5 students chose different aspects of professionalism of teachers as a
criteria to enter MU Total score for professionalism aspects is 4+4+5+10+4=27 Also in
question number 9 criteria ―strong academic staff accumulates 17 points (it is taken only 4
and 5 levels of importance) But in question number 10 only students give only ten points for
―faculty as a sufficient service provided by MU It can be assumed that students had higher
expectation before entering into university that they have got
Element ―Physical evidence is seen as not important for respondents Graph for question
number 7 shows that 69 of students did not check elements of ―Physical evidence Also
majority of students rate university facilities as ―Good with opportunity to select ―Excellent
46
status (in question number 8) On the other hand students rate university accommodation and
research environment as high enough (question number 10) It can be concluded that during
the process of choosing university students do not rely heavily on ―Physical evidence But
they did get reasonable service in ―Physical evidence while studying in MU
Second research question states ―Does the possibility of domestic market employability
after graduation plays the key role for choosing MU After analysis of relevant graphs and
tables it became clear that this factor (possibility to get employed) is very important for
students So question number 9 gets the highest score (16) for criteria in choosing MU ndash
―ability to get employment in home country and also high score for ―worldwide acceptable
diploma Even though students rate possibility to get employed as the highest criteria to
enter MU 39 of students are not sure or don not think they will obtain high paid job back
home Here is the point to work for MU administration Students rely on high standard
European education and English language education as a key criterion for being confident in
getting well paid job (question number 15)
The data analysis process constitutes the following
1 MU has convenient and useful bureaucratic functions which are considered as a strong
point in delivering knowledge without obstacles It is difficult to identify the level of
―processes in organization but some points can be highlighted in promotion materials It can
be description of functionality of Information System or description of easy courses
registration
2 Element ―People has deviation in what is expected and what is delivered Students
have a bit higher expectations on the level of teaching staff experience and competence It is
recommended to do a deeper research on the reasons for this deviation But for now it can be
decided to arrange seminars or trainings for teacher to improve their marketing knowledge
and explain commercial tendency in market of high education
3 University ―Physical evidence is has strong rate of sufficiency The only problem that
students do not feel need to pay attention on this element Here MU administration should put
accent on Including pictures of libraries with free Wi-fi canteens computer labs which have
good and pleasant conditions
4 The most important criteria for students to choose MU is high possibility to get
employed at home But this perspective lacks consistency because there is significant amount
of students who remain uncertain in the future employability This gap can be solved by
successful decision making of three elements above ―People ―Processes and ―Physical
47
evidence But it is recommended to conduct further survey questioning the reasons of
students` uncertainty in future employability Maybe the reason is not related to some weak
points in marketing mix but the problem in home countries itself (political instability
nepotism etc)
To sum up the general situation in four factors mentioned above ―processes should be
promoted to international students as a smooth tool in obtaining degree ―people should go
through training on how to deliver lecture in contemporary commercial world of high
education market ―physical evidence should be mentioned in promotion of MU ―student
employability will be interrelated with ―people plus MU has to install closer relationship
with international companies (internships provision seminars with company representatives
professional lectures from leading companies etc)
Secondary information has also a great help in increasing university attractiveness
Viral marketing can be applied to MU because question number 11 shows that internet search
engine is a key tool how students found about MU There is a video of experience Brno life
among Erasmus Students which can be remade as a good promotion video of student life on
campus For Masaryk University very effective tool will be Google Analytics giving a wide
scope of techniques on how to track differentiate and analyze visitors ―Google Analytics is
the enterprise-class web analytics solution that gives rich insights into the website traffic and
marketing effectiveness Powerful flexible and easy-to-use features now give opportunity to
see and analyze your traffic data in an entirely new way With Google Analytics it is easier to
write better-targeted ads strengthen marketing initiatives and create higher converting
websites (Google Analytics website)
In general MU marketing politics should involve techniques mentioned by Jarvis J in his
book ―What Would Google Do Companies must learn that they are better off when they
cede control to their customers Give us control we will use it and you will win
Also it is important to read blogs There are search engines for blogs like Technorati
Icerocket Google Bloglines Pub-sub where MU marketing officials can search for MU
discussion groups or some topics
MU officials should constantly maintain ―conversation with current students It is a good
idea to start communication with those bloggers who care enough to talk about MU products
and service and brand The least MU officials can do is engage them and join the
conversation Even further step can be done Ask consumers what they think MU
48
administration should do MU will end up with better products and do a better job selling
them to more satisfied customers who can even help each other if MU officials let them
Next it will be effective to start university blog where students openly and forthrightly
share the problems and the solutions as they occur There is no reason why a university dean
should not open a direct conversation with the public That will do more to change the
culturemdashto finally make it customer-focused and mean itmdashthan a dozen consultants a
hundred off- sites or a million ad impressions
During of development process of some programs or anything in university it is better to
involve students in this process also
The last but not the least is links on the website of MU There are three links on the ESF
faculty One of them is ―Review of economic perspectives ―call for papers and Citi Bank
banner There should be more links to Headhunters conferences industry associations
current job opportunities etc This gives website alive image and helpful time spending
49
CONCLUSION
This study has been conducted in favor of future Masaryk University prosperity in the
current commercial world Researcher had a strong motivation to give helpful secondary and
primary information which will foster university educational process in the frames of
contemporary world
Of course any research comes up with further recommendations to analyze questionable
matters in results obtained Researcher believes that this work is just another step to constant
need of self-improvement
Researcher advices to put more accent on IT support to promote university image and
therefore increate its attractiveness (Harry Hayward 2011) mentioned that 80 million hours
of video loaded to YouTube every minute So there is high potential for promotion Viral
video of MU will hit several aspects of university improvement brand product suite
differentiation lifestyle according to Dr DJToncich Apart of that it is recommended to
build system of values believes and attitudes among students and university staff and
promote this in the future According to Dr Mark Putman it is essential nowadays to educate
university staff about strategic role of marketing and branding Website analytics would be
useful for measurement and marketing analysis Search optimization engine is another tool on
how to maintain university webpage in the top 10 results in Google chrome or other web
search engines On YouTube there is option to post advertisement of a company only in the
videos which are related to the sphere of products or services company offer So MU might
sign a contract of including its advertisement on videos which has key words as ―education
―high ―in English etc
According to primary data obtained it is obvious that several aspects in MU marketing
mix do not match high criteria among students Once one factor ―People would be solved
through trainings and constant updating knowledge of personnel another interrelated problem
will be offset ndash ―Employability But there is no any research done on interdependence of
these two factors so for further analysis of situation another research should be taken The
main purpose of this research would be identification of cause and effect linkages between
50
―People ―Employability and other factors which influence studentslsquo ability to get high paid
job back home And there are a lot of those factors starting from political situation in the
country to the level of corruption and nepotism
MU has potential to improve its educational process as we do the students because we are
the main customers for our university But one thing should not be forgotten and it is
companies which have strong notion about reality in one or another specialization That is
why my last advice for Masaryk University is to appeal as a liaison entity between students
and companies
51
REFERENCES
Barabba Vincent P Zaltman Gerald 1991 ―Hearing the Voice of the Market Competitive
Advantage Through Creative Use of Market Information Chapter 5
Conway Tony Stephen Mackay David Yorke (1994) Strategic Planning in Higher
Education Who Are the Customers International Journal of Educational Management
Vol 8 Iss 6 pp29 ndash 36
Cooper Donald R Schindler Pamela S 2003 ―Business research methods 8th ed
Dillman Don A 2000 ―Mail and Internet Surveys The Tailored Design Method 2nd
Edition New York
Dekeba Alemayehu 2003 ―Basic of Marketing Research Methods
URL httpwwwglobuszcomebooksMarketingResearchindexhtm
Hemsley-Brown JV and Oplatka I2006 Universities in a competitive global marketplace
a systematic review of the literature on higher education marketinglsquo International Journal
of Public Sector Management Vol 19 No 4 pp 316-338
Harry Hayward ―The power of digital storytelling 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Hair Joseph F - Bush Robert P - Ortinau David J ―Marketing research within a changing
information environment 3rd ed2006
Hsuan-Fu Ho Chia-Chi Hung Marketing mix formulation for higher education An
integrated analysis employing analytic hierarchy process cluster analysis and
correspondence analysis International Journal of Educational Management Vol 2 Iss
4 2008
Jarowski Ajay K Kohli and Arvind Sahay 2000 ―Market ndash Driven Versus Driving
Markets Journal of the Academy of Marketing Science 45-54
Johnson Bob ―Mobile marketing in higher education getting ready for 1012 and beyond
2011
URLhttpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Jarvis J ―What Would Google Do Adobe Acrobat eBook Reader 2008
52
Jonathan Ivy A new higher education marketing mix the 7Ps for MBA marketing
International Journal of Educational Management Vol 22 Iss 4 2008
Kotler Philip Fox Karen FA 1985 Strategic Marketing for Educational Institutions
Mora Michaela ―What Is Statistical Significance 2011
URL httprelevantinsightscomtagsample-size
Nha Nguyen Gaston LeBlanc 2001 Image and Reputation of Higher Education Institutions
in Studentslsquo Retention Decisions International Journal of Educational Management
Vol 15 Iss 6
URL httpwwwemeraldinsightcomjournalshtmarticleid=838798amp
Oppenheim ldquoQuestionnaire Design Interviewing and Attitude Measurementrdquo 1992
Oud Jacqueline 2004 ―Market research versus marketing research
Pimpa Nattavud 2003 ―Internationalization and trade in higher education opportunities and
challenges
Putnam Mark ―Do you drive the agenda or go along for the ride 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Rakhee Vyas Anne L Souchon 2003 Symbolic Use of Export Information A
Multidisciplinary Approach to Conceptual Development and Key Consequences
International Marketing Review Vol 20 Iss 1 pp67 ndash 94
URL httpwwwemeraldinsightcomjournalshtmarticleid=855530
Rich Lyons ―Authentic branding how creating a school brand with culture and curriculum
just might help save us 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Robert S Michael ―Inquiry amp Scientific Method 2002
URL httpwwwindianaedu~educy520sec5982week_1inquiry_sci_method02pdf
Rodriguez G ―5 Questions to Help You Understand Your Customer 2004
URL httpwwwpowerhomebizcomvol146customerhtm
Sekaran Uma Bougie Johan Roger Gisbert2009 ―Research Methods for Business a Skill
Building Approach 5th ed
Singleton Royce A Jr and Bruce C Straits 1999 Approaches to Social Research (3rd
Edition) New York Oxford University Press
Smith Scott M Albaum Gerald S 2005 ―Fundamentals of Marketing Research
Snyder Bruce ―Maximizing the power of web analytics 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Toncich ―Study and Learning in the Australian University System
53
URL httpwwwdoctorteenetfilesunibook04_ppdf
WEBSITES
Experiment-Resourcescom ―Comparing Quantitative and Qualitative Research 2009
URL wwwexperiment-resourcescomquantitative-and-qualitative-researchhtml
Higher Education Marketing Company Canada
URL httpwwwhigher-education-marketingcomcontact
Google Analytics website
URL httpwwwgooglecomintlenanalytics
54
Appendix A Questionnaire
Dear respondent this questionnaire is created in terms of Master`s degree diploma thesis The main goal of
this survey is to improve Masaryk University attractiveness by deriving the reasons for choosing Masaryk
University in obtaining a degree The answers will be kept as confidential and would not be used in any
other purposes other than for this research If you would have any questions regarding the results of this
survey please contact me
Ilya Shaiderov (380502mailmunicz)
Thank you for your cooperation
1 Are you a current or prospective student ____________________
2 What specialization you are obtaining or intend to obtain in MU ____________________
3 Please specify your country of origin ____________________
4 Please rate the level of handling your first phone callemail inquiry by MU staff (only if it is
applicable to your case)
1 2 3 4 5
5 While considering MU as an option to study what criteria did (do) you analyze to check
professionalism of university teaching staff (you may choose several options)
a Number of courses teachers offer
b Quantity of publication of teachers
c Work experience in business sphere
d Academic Experience
e Professional title in business
f I didn`t analyze any information about academic staff in MU
No response
Insufficient response
Sufficient enough
Completely sufficient with additional information
Completely sufficient
55
6 (Only for current students) Could you characterize the process of courses registration usage of IS
system and other administrative and bureaucratic functions of university (please choose one in each
scale)
Convenience
1 2 3 4 5
Usage
1 2 3 4 5
7 (For both current and prospective students) While choosing MU did (do) you check quantity of
books in university library accessibility of electronic databases new editions of study materials
overall quality of library
Yes
No
8 (Only for current students) Please rate MU facilities (buildings classrooms computer labs etc) on
the matter of ―comfortability
1 2 3 4 5
Excellent Good Sufficient Not enough Bad
Completely Convenient
Rather Convenient
Convenient Rather Inconvenient
Completely Inconvenient
Completely Useful
Rather Useful
Useful Rather Useless
Completely Useless
56
9 (For both current and prospective students) How do you rate the following factors as criteria for
choosing MU (1- least important 5 ndash most important)
a Ability to get employment in home country
b Strong academic staff
c Excellent laboratory facilities
d Library facilities
e Worldwide acceptable diploma
10 Please choose (mark ―V) services that MU sufficiently provides to you as a student (in case you
are prospective student - should be provided)
___ Reasonable accommodation (covered by student)
___ The number of modules in the degree and big variety of elective courses
___ Student exchange programs
___ Research environment (sufficient up to date study materials computer labs laboratories etc)
___ Small class sizes
___ Internship possibility
___ Faculty (profound selection of PhD and profession specialists)
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
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n
t
o
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t
3
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y
p
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o
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o
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e
4
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5
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o
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o
1 2
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y
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q
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f
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o
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o
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t
o
3
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y
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a
q
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f
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d
o
c
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m
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n
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r
4
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a
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o
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h
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m
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t
5
[
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a
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1 2
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m
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3
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a
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f
r
o
m
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c
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m
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n
5
[
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a
q
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f
r
o
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t
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o
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e
1 2
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y
p
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a
q
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o
t
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f
r
o
m
t
h
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d
o
c
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n
3
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y
p
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a
q
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t
e
f
r
o
m
t
h
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d
o
c
u
m
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n
4
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y
p
e
a
q
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t
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f
r
o
m
t
h
e
d
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c
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m
5
[
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
57
11 From what source you first found out about Masaryk University
a Website search engine
b Advice of friends parents etc
c TV
d Newspaper please specify____________
e Journals please specify____________
f Billboards
g Website banners please specify website_______________
h Other source__________________________
12 (Only for current students) If you had do it over again would you still choose MU If not please
specify why
a Yes
b Not sure
c Probably would
d Probably would not (please specify why)
__________________________________________________________________________________
__________________________________________________________________________________
________________________________________________________________
13 (Only for current students) Please describe your level of general satisfaction with university
a Not satisfied at all
b Neutral
c Satisfied
d Very satisfied
58
14 (For both current and prospective students) Do you think MU degree will help you to get above
average salary in your home country
a No b Probably not c Not sure d Probably yes c Yes
15 If you think that MU degree helps to get well paid job in your home country what might be
reasons for that (more than one reason can be selected)
a High standard European education d Possibility to pass internship in Europe
b Degree specialization choice e Other_________________________
c Education in English language
37
Country of origin table shows that students from Slovakia have majority Probably
because of country and national closeness to Czech Republic The second biggest majority is
students from United Kindom after them students from Russia and Hungary
Graph 3 ―Country of origin split up
Question number 4 relates to first research question (On what element of marketing mix
students relied more when choosing MU ―People ―Physical evidence or ―Processes)
which specifies the level of ―Process element in MU In general the level of handling phone
callemail is acceptable with 14 respondents answered as completely sufficient or completely
sufficient with additional information This shows that majority of students are satisfied with
first impression of contacting MU
38
Chart 3 ―Level of handling callemail inquiry
Question number 5 explains another element in first research question which is ―People It
is evident that for majority of students academic experience is the most important to know
about professors professionalism But it is also a big quantity of those who did not analyze
any information Five students responded that work experience in business sphere is a key
criteria to choose MU
Chart 4 ―Criteria for identifying professionalism of university teaching staff
The ―Process element is evaluated in question number six which explains the level of
administrative and bureaucratic functions in MU on the matter of convenience and usage
Number of courses
teachers offer
Quantity of
publication of
teachers
Work experience
in business sphere Academic
Experience Professional
title in
business
I didn`t analyze
any information
about academic
staff in MU
39
Chart 5 ―Convenience
On the chart it is shown that students rate these functions as convenient with only several
students who perceive it as rather inconvenient On the ―Usage chart it has also positive
trend representing that MU administrative and bureaucratic process is highly useful
Chart 6 ―Usage
Question number seven explains third element ―Physical evidence In graph below it is
obvious that majority of students do not check this element while choosing MU
40
Graph 4 ―Identification of processes element
69 replied negatively and 31 positively which means that this factor does not play a
key role in selecting university Majority of students rate MU facilities as comfortable It is
shown in the table below that eleven students rate facilities as good
Chart 7 ―Identification of physical evidence element
Question number nine encompasses several criteria which were taken from two elements of
marketing mix ―People and ―Physical evidence and some were not from this marketing
mix like ―ability to get employment in home country ―worldwide acceptable diploma
These two factors were taken from the second research question ―Does the possibility of
41
domestic market employability after graduation plays the key role for choosing MU Results
showed that students highly value ―ability to get employment in home country (16
respondents gave highest score) Also highly rated MU diploma as worldwide acceptable (15
respondents gave the highest score) Also for respondents it is important (with lower grading
score ndash ―4) ―Strong academic staff and ―Excellent laboratory facilities
Chart 8 ―MU criteria
Question number 10 includes set of common services that university provides to students
This question helps to understand what services MU provides sufficiently to students Results
showed that sufficient services that MU provides are almost all which have been mentioned in
the options list Only ―Small class sizes do not meet big majority expectations
a Ability to get
employment in home
country
b Strong
academic staff
d Library
facilities
c Excellent
laboratory
facilities
e Worldwide
acceptable diploma
42
Chart 9 ―MU services
Interesting results gave to the researcher questions number 11 which shows that mostly
students got to know about MU from internet search engines and from relativeslsquo advice
Graph 5 ―Media channel of MU
Question number 12 and 13 give overall satisfaction level with MU Question number 12
has been adopted from theoretical part which asks whether student is ready to enter university
again if heshe would have the same opportunity Question number 13 is double-checking this
statement Results are showing that majority of respondents would enter MU again and they
are satisfied with overall MU educational service
Reasonable
accommodation
Exchange
programs
Number of
modules
Small class
sizes
Internship
possibility
Research
environment Faculty
43
Graph 6 ―Choosing MU
Graph 7 ―General satisfaction of MU
Although researcher might observe big quantity of students who are relactant to answer
Graph derived from question 12 shows that half of respondents do not have such a strong
feeling to reenter MU The same situation is in general satisfaction of MU where 38
remained neutral
The last two questions deal with second research question And here results are varied
Graph 8 derived from question 14 depicts that MU degree is not that helpful for getting the
job back in home country Only 23 answered that degree surely will help to get a high paid
44
position 38 replied as ―probably yes 35 answered as ―not sure and 4 answered
―probably not So around 61 of respondents feel positive about successful employment
back home the rest are not that confident
Graph 8 ―Employability element
Graph 9 ―Employability element second question
If respondents replied positively on 14th
question then they were asked to state the reason
for this As it can be seen above high standard European education is playing a key role for
successful employment Also the rest of options have high scores too
45
RESEARCH REPORT
In the purpose of survey it was essential to understand which of three elements in
marketing mix (―People ―Processes and ―Physical evidence) students rely more and
therefore less while choosing MU According to study made in South Africa by Jonathan Ivy
there are seven elements in marketing mix which all equally important for improving
company attractiveness in service business Researcher of this study picked three out of
seven because they more closely respond to actual service oriented company The rest four
elements (product price promotion place) were existing before as traditional marketing mix
for all types of businesses So the element ―Processes uncovers with questions number 4 and
6 From the graphs it is obvious that students are satisfied with this marketing mix This gives
university strong point in attracting students Call email handling Information system
functionality and other bureaucratic functions work sufficiently well 22 students rated
callemail handling as positive Usage and convenience of different MU functional processes
are also positively appreciated with 13 students for convenience and 15 for usefulness From
this data it can be clearly stated that students do rely on effective functions of MU
Element ―People is identified in questions 5 9 and 10 Question 5 gives information that
students do not mainly rely on ―People element while choosing MU 9 students did not
analyze any information about professionalism of university teaching staff Meanwhile the
main factor on what students pay attention is academic experience of teachers But answers
for the questions 9 and 10 gives a tendency that students do rate criteria ―Professionalism of
teachers high but actually they give lower score for this actual criteria in question number
10 In question number 5 students chose different aspects of professionalism of teachers as a
criteria to enter MU Total score for professionalism aspects is 4+4+5+10+4=27 Also in
question number 9 criteria ―strong academic staff accumulates 17 points (it is taken only 4
and 5 levels of importance) But in question number 10 only students give only ten points for
―faculty as a sufficient service provided by MU It can be assumed that students had higher
expectation before entering into university that they have got
Element ―Physical evidence is seen as not important for respondents Graph for question
number 7 shows that 69 of students did not check elements of ―Physical evidence Also
majority of students rate university facilities as ―Good with opportunity to select ―Excellent
46
status (in question number 8) On the other hand students rate university accommodation and
research environment as high enough (question number 10) It can be concluded that during
the process of choosing university students do not rely heavily on ―Physical evidence But
they did get reasonable service in ―Physical evidence while studying in MU
Second research question states ―Does the possibility of domestic market employability
after graduation plays the key role for choosing MU After analysis of relevant graphs and
tables it became clear that this factor (possibility to get employed) is very important for
students So question number 9 gets the highest score (16) for criteria in choosing MU ndash
―ability to get employment in home country and also high score for ―worldwide acceptable
diploma Even though students rate possibility to get employed as the highest criteria to
enter MU 39 of students are not sure or don not think they will obtain high paid job back
home Here is the point to work for MU administration Students rely on high standard
European education and English language education as a key criterion for being confident in
getting well paid job (question number 15)
The data analysis process constitutes the following
1 MU has convenient and useful bureaucratic functions which are considered as a strong
point in delivering knowledge without obstacles It is difficult to identify the level of
―processes in organization but some points can be highlighted in promotion materials It can
be description of functionality of Information System or description of easy courses
registration
2 Element ―People has deviation in what is expected and what is delivered Students
have a bit higher expectations on the level of teaching staff experience and competence It is
recommended to do a deeper research on the reasons for this deviation But for now it can be
decided to arrange seminars or trainings for teacher to improve their marketing knowledge
and explain commercial tendency in market of high education
3 University ―Physical evidence is has strong rate of sufficiency The only problem that
students do not feel need to pay attention on this element Here MU administration should put
accent on Including pictures of libraries with free Wi-fi canteens computer labs which have
good and pleasant conditions
4 The most important criteria for students to choose MU is high possibility to get
employed at home But this perspective lacks consistency because there is significant amount
of students who remain uncertain in the future employability This gap can be solved by
successful decision making of three elements above ―People ―Processes and ―Physical
47
evidence But it is recommended to conduct further survey questioning the reasons of
students` uncertainty in future employability Maybe the reason is not related to some weak
points in marketing mix but the problem in home countries itself (political instability
nepotism etc)
To sum up the general situation in four factors mentioned above ―processes should be
promoted to international students as a smooth tool in obtaining degree ―people should go
through training on how to deliver lecture in contemporary commercial world of high
education market ―physical evidence should be mentioned in promotion of MU ―student
employability will be interrelated with ―people plus MU has to install closer relationship
with international companies (internships provision seminars with company representatives
professional lectures from leading companies etc)
Secondary information has also a great help in increasing university attractiveness
Viral marketing can be applied to MU because question number 11 shows that internet search
engine is a key tool how students found about MU There is a video of experience Brno life
among Erasmus Students which can be remade as a good promotion video of student life on
campus For Masaryk University very effective tool will be Google Analytics giving a wide
scope of techniques on how to track differentiate and analyze visitors ―Google Analytics is
the enterprise-class web analytics solution that gives rich insights into the website traffic and
marketing effectiveness Powerful flexible and easy-to-use features now give opportunity to
see and analyze your traffic data in an entirely new way With Google Analytics it is easier to
write better-targeted ads strengthen marketing initiatives and create higher converting
websites (Google Analytics website)
In general MU marketing politics should involve techniques mentioned by Jarvis J in his
book ―What Would Google Do Companies must learn that they are better off when they
cede control to their customers Give us control we will use it and you will win
Also it is important to read blogs There are search engines for blogs like Technorati
Icerocket Google Bloglines Pub-sub where MU marketing officials can search for MU
discussion groups or some topics
MU officials should constantly maintain ―conversation with current students It is a good
idea to start communication with those bloggers who care enough to talk about MU products
and service and brand The least MU officials can do is engage them and join the
conversation Even further step can be done Ask consumers what they think MU
48
administration should do MU will end up with better products and do a better job selling
them to more satisfied customers who can even help each other if MU officials let them
Next it will be effective to start university blog where students openly and forthrightly
share the problems and the solutions as they occur There is no reason why a university dean
should not open a direct conversation with the public That will do more to change the
culturemdashto finally make it customer-focused and mean itmdashthan a dozen consultants a
hundred off- sites or a million ad impressions
During of development process of some programs or anything in university it is better to
involve students in this process also
The last but not the least is links on the website of MU There are three links on the ESF
faculty One of them is ―Review of economic perspectives ―call for papers and Citi Bank
banner There should be more links to Headhunters conferences industry associations
current job opportunities etc This gives website alive image and helpful time spending
49
CONCLUSION
This study has been conducted in favor of future Masaryk University prosperity in the
current commercial world Researcher had a strong motivation to give helpful secondary and
primary information which will foster university educational process in the frames of
contemporary world
Of course any research comes up with further recommendations to analyze questionable
matters in results obtained Researcher believes that this work is just another step to constant
need of self-improvement
Researcher advices to put more accent on IT support to promote university image and
therefore increate its attractiveness (Harry Hayward 2011) mentioned that 80 million hours
of video loaded to YouTube every minute So there is high potential for promotion Viral
video of MU will hit several aspects of university improvement brand product suite
differentiation lifestyle according to Dr DJToncich Apart of that it is recommended to
build system of values believes and attitudes among students and university staff and
promote this in the future According to Dr Mark Putman it is essential nowadays to educate
university staff about strategic role of marketing and branding Website analytics would be
useful for measurement and marketing analysis Search optimization engine is another tool on
how to maintain university webpage in the top 10 results in Google chrome or other web
search engines On YouTube there is option to post advertisement of a company only in the
videos which are related to the sphere of products or services company offer So MU might
sign a contract of including its advertisement on videos which has key words as ―education
―high ―in English etc
According to primary data obtained it is obvious that several aspects in MU marketing
mix do not match high criteria among students Once one factor ―People would be solved
through trainings and constant updating knowledge of personnel another interrelated problem
will be offset ndash ―Employability But there is no any research done on interdependence of
these two factors so for further analysis of situation another research should be taken The
main purpose of this research would be identification of cause and effect linkages between
50
―People ―Employability and other factors which influence studentslsquo ability to get high paid
job back home And there are a lot of those factors starting from political situation in the
country to the level of corruption and nepotism
MU has potential to improve its educational process as we do the students because we are
the main customers for our university But one thing should not be forgotten and it is
companies which have strong notion about reality in one or another specialization That is
why my last advice for Masaryk University is to appeal as a liaison entity between students
and companies
51
REFERENCES
Barabba Vincent P Zaltman Gerald 1991 ―Hearing the Voice of the Market Competitive
Advantage Through Creative Use of Market Information Chapter 5
Conway Tony Stephen Mackay David Yorke (1994) Strategic Planning in Higher
Education Who Are the Customers International Journal of Educational Management
Vol 8 Iss 6 pp29 ndash 36
Cooper Donald R Schindler Pamela S 2003 ―Business research methods 8th ed
Dillman Don A 2000 ―Mail and Internet Surveys The Tailored Design Method 2nd
Edition New York
Dekeba Alemayehu 2003 ―Basic of Marketing Research Methods
URL httpwwwglobuszcomebooksMarketingResearchindexhtm
Hemsley-Brown JV and Oplatka I2006 Universities in a competitive global marketplace
a systematic review of the literature on higher education marketinglsquo International Journal
of Public Sector Management Vol 19 No 4 pp 316-338
Harry Hayward ―The power of digital storytelling 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Hair Joseph F - Bush Robert P - Ortinau David J ―Marketing research within a changing
information environment 3rd ed2006
Hsuan-Fu Ho Chia-Chi Hung Marketing mix formulation for higher education An
integrated analysis employing analytic hierarchy process cluster analysis and
correspondence analysis International Journal of Educational Management Vol 2 Iss
4 2008
Jarowski Ajay K Kohli and Arvind Sahay 2000 ―Market ndash Driven Versus Driving
Markets Journal of the Academy of Marketing Science 45-54
Johnson Bob ―Mobile marketing in higher education getting ready for 1012 and beyond
2011
URLhttpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Jarvis J ―What Would Google Do Adobe Acrobat eBook Reader 2008
52
Jonathan Ivy A new higher education marketing mix the 7Ps for MBA marketing
International Journal of Educational Management Vol 22 Iss 4 2008
Kotler Philip Fox Karen FA 1985 Strategic Marketing for Educational Institutions
Mora Michaela ―What Is Statistical Significance 2011
URL httprelevantinsightscomtagsample-size
Nha Nguyen Gaston LeBlanc 2001 Image and Reputation of Higher Education Institutions
in Studentslsquo Retention Decisions International Journal of Educational Management
Vol 15 Iss 6
URL httpwwwemeraldinsightcomjournalshtmarticleid=838798amp
Oppenheim ldquoQuestionnaire Design Interviewing and Attitude Measurementrdquo 1992
Oud Jacqueline 2004 ―Market research versus marketing research
Pimpa Nattavud 2003 ―Internationalization and trade in higher education opportunities and
challenges
Putnam Mark ―Do you drive the agenda or go along for the ride 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Rakhee Vyas Anne L Souchon 2003 Symbolic Use of Export Information A
Multidisciplinary Approach to Conceptual Development and Key Consequences
International Marketing Review Vol 20 Iss 1 pp67 ndash 94
URL httpwwwemeraldinsightcomjournalshtmarticleid=855530
Rich Lyons ―Authentic branding how creating a school brand with culture and curriculum
just might help save us 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Robert S Michael ―Inquiry amp Scientific Method 2002
URL httpwwwindianaedu~educy520sec5982week_1inquiry_sci_method02pdf
Rodriguez G ―5 Questions to Help You Understand Your Customer 2004
URL httpwwwpowerhomebizcomvol146customerhtm
Sekaran Uma Bougie Johan Roger Gisbert2009 ―Research Methods for Business a Skill
Building Approach 5th ed
Singleton Royce A Jr and Bruce C Straits 1999 Approaches to Social Research (3rd
Edition) New York Oxford University Press
Smith Scott M Albaum Gerald S 2005 ―Fundamentals of Marketing Research
Snyder Bruce ―Maximizing the power of web analytics 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Toncich ―Study and Learning in the Australian University System
53
URL httpwwwdoctorteenetfilesunibook04_ppdf
WEBSITES
Experiment-Resourcescom ―Comparing Quantitative and Qualitative Research 2009
URL wwwexperiment-resourcescomquantitative-and-qualitative-researchhtml
Higher Education Marketing Company Canada
URL httpwwwhigher-education-marketingcomcontact
Google Analytics website
URL httpwwwgooglecomintlenanalytics
54
Appendix A Questionnaire
Dear respondent this questionnaire is created in terms of Master`s degree diploma thesis The main goal of
this survey is to improve Masaryk University attractiveness by deriving the reasons for choosing Masaryk
University in obtaining a degree The answers will be kept as confidential and would not be used in any
other purposes other than for this research If you would have any questions regarding the results of this
survey please contact me
Ilya Shaiderov (380502mailmunicz)
Thank you for your cooperation
1 Are you a current or prospective student ____________________
2 What specialization you are obtaining or intend to obtain in MU ____________________
3 Please specify your country of origin ____________________
4 Please rate the level of handling your first phone callemail inquiry by MU staff (only if it is
applicable to your case)
1 2 3 4 5
5 While considering MU as an option to study what criteria did (do) you analyze to check
professionalism of university teaching staff (you may choose several options)
a Number of courses teachers offer
b Quantity of publication of teachers
c Work experience in business sphere
d Academic Experience
e Professional title in business
f I didn`t analyze any information about academic staff in MU
No response
Insufficient response
Sufficient enough
Completely sufficient with additional information
Completely sufficient
55
6 (Only for current students) Could you characterize the process of courses registration usage of IS
system and other administrative and bureaucratic functions of university (please choose one in each
scale)
Convenience
1 2 3 4 5
Usage
1 2 3 4 5
7 (For both current and prospective students) While choosing MU did (do) you check quantity of
books in university library accessibility of electronic databases new editions of study materials
overall quality of library
Yes
No
8 (Only for current students) Please rate MU facilities (buildings classrooms computer labs etc) on
the matter of ―comfortability
1 2 3 4 5
Excellent Good Sufficient Not enough Bad
Completely Convenient
Rather Convenient
Convenient Rather Inconvenient
Completely Inconvenient
Completely Useful
Rather Useful
Useful Rather Useless
Completely Useless
56
9 (For both current and prospective students) How do you rate the following factors as criteria for
choosing MU (1- least important 5 ndash most important)
a Ability to get employment in home country
b Strong academic staff
c Excellent laboratory facilities
d Library facilities
e Worldwide acceptable diploma
10 Please choose (mark ―V) services that MU sufficiently provides to you as a student (in case you
are prospective student - should be provided)
___ Reasonable accommodation (covered by student)
___ The number of modules in the degree and big variety of elective courses
___ Student exchange programs
___ Research environment (sufficient up to date study materials computer labs laboratories etc)
___ Small class sizes
___ Internship possibility
___ Faculty (profound selection of PhD and profession specialists)
1 2
T
y
p
e
a
q
u
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f
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4
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1 2
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3
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r
4
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5
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1 2
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3
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r
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5
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a
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o
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e
1 2
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p
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a
q
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f
r
o
m
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h
e
d
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c
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m
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n
3
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a
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e
f
r
o
m
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h
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d
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c
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m
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n
4
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p
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a
q
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f
r
o
m
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m
5
[
T
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p
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a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
57
11 From what source you first found out about Masaryk University
a Website search engine
b Advice of friends parents etc
c TV
d Newspaper please specify____________
e Journals please specify____________
f Billboards
g Website banners please specify website_______________
h Other source__________________________
12 (Only for current students) If you had do it over again would you still choose MU If not please
specify why
a Yes
b Not sure
c Probably would
d Probably would not (please specify why)
__________________________________________________________________________________
__________________________________________________________________________________
________________________________________________________________
13 (Only for current students) Please describe your level of general satisfaction with university
a Not satisfied at all
b Neutral
c Satisfied
d Very satisfied
58
14 (For both current and prospective students) Do you think MU degree will help you to get above
average salary in your home country
a No b Probably not c Not sure d Probably yes c Yes
15 If you think that MU degree helps to get well paid job in your home country what might be
reasons for that (more than one reason can be selected)
a High standard European education d Possibility to pass internship in Europe
b Degree specialization choice e Other_________________________
c Education in English language
38
Chart 3 ―Level of handling callemail inquiry
Question number 5 explains another element in first research question which is ―People It
is evident that for majority of students academic experience is the most important to know
about professors professionalism But it is also a big quantity of those who did not analyze
any information Five students responded that work experience in business sphere is a key
criteria to choose MU
Chart 4 ―Criteria for identifying professionalism of university teaching staff
The ―Process element is evaluated in question number six which explains the level of
administrative and bureaucratic functions in MU on the matter of convenience and usage
Number of courses
teachers offer
Quantity of
publication of
teachers
Work experience
in business sphere Academic
Experience Professional
title in
business
I didn`t analyze
any information
about academic
staff in MU
39
Chart 5 ―Convenience
On the chart it is shown that students rate these functions as convenient with only several
students who perceive it as rather inconvenient On the ―Usage chart it has also positive
trend representing that MU administrative and bureaucratic process is highly useful
Chart 6 ―Usage
Question number seven explains third element ―Physical evidence In graph below it is
obvious that majority of students do not check this element while choosing MU
40
Graph 4 ―Identification of processes element
69 replied negatively and 31 positively which means that this factor does not play a
key role in selecting university Majority of students rate MU facilities as comfortable It is
shown in the table below that eleven students rate facilities as good
Chart 7 ―Identification of physical evidence element
Question number nine encompasses several criteria which were taken from two elements of
marketing mix ―People and ―Physical evidence and some were not from this marketing
mix like ―ability to get employment in home country ―worldwide acceptable diploma
These two factors were taken from the second research question ―Does the possibility of
41
domestic market employability after graduation plays the key role for choosing MU Results
showed that students highly value ―ability to get employment in home country (16
respondents gave highest score) Also highly rated MU diploma as worldwide acceptable (15
respondents gave the highest score) Also for respondents it is important (with lower grading
score ndash ―4) ―Strong academic staff and ―Excellent laboratory facilities
Chart 8 ―MU criteria
Question number 10 includes set of common services that university provides to students
This question helps to understand what services MU provides sufficiently to students Results
showed that sufficient services that MU provides are almost all which have been mentioned in
the options list Only ―Small class sizes do not meet big majority expectations
a Ability to get
employment in home
country
b Strong
academic staff
d Library
facilities
c Excellent
laboratory
facilities
e Worldwide
acceptable diploma
42
Chart 9 ―MU services
Interesting results gave to the researcher questions number 11 which shows that mostly
students got to know about MU from internet search engines and from relativeslsquo advice
Graph 5 ―Media channel of MU
Question number 12 and 13 give overall satisfaction level with MU Question number 12
has been adopted from theoretical part which asks whether student is ready to enter university
again if heshe would have the same opportunity Question number 13 is double-checking this
statement Results are showing that majority of respondents would enter MU again and they
are satisfied with overall MU educational service
Reasonable
accommodation
Exchange
programs
Number of
modules
Small class
sizes
Internship
possibility
Research
environment Faculty
43
Graph 6 ―Choosing MU
Graph 7 ―General satisfaction of MU
Although researcher might observe big quantity of students who are relactant to answer
Graph derived from question 12 shows that half of respondents do not have such a strong
feeling to reenter MU The same situation is in general satisfaction of MU where 38
remained neutral
The last two questions deal with second research question And here results are varied
Graph 8 derived from question 14 depicts that MU degree is not that helpful for getting the
job back in home country Only 23 answered that degree surely will help to get a high paid
44
position 38 replied as ―probably yes 35 answered as ―not sure and 4 answered
―probably not So around 61 of respondents feel positive about successful employment
back home the rest are not that confident
Graph 8 ―Employability element
Graph 9 ―Employability element second question
If respondents replied positively on 14th
question then they were asked to state the reason
for this As it can be seen above high standard European education is playing a key role for
successful employment Also the rest of options have high scores too
45
RESEARCH REPORT
In the purpose of survey it was essential to understand which of three elements in
marketing mix (―People ―Processes and ―Physical evidence) students rely more and
therefore less while choosing MU According to study made in South Africa by Jonathan Ivy
there are seven elements in marketing mix which all equally important for improving
company attractiveness in service business Researcher of this study picked three out of
seven because they more closely respond to actual service oriented company The rest four
elements (product price promotion place) were existing before as traditional marketing mix
for all types of businesses So the element ―Processes uncovers with questions number 4 and
6 From the graphs it is obvious that students are satisfied with this marketing mix This gives
university strong point in attracting students Call email handling Information system
functionality and other bureaucratic functions work sufficiently well 22 students rated
callemail handling as positive Usage and convenience of different MU functional processes
are also positively appreciated with 13 students for convenience and 15 for usefulness From
this data it can be clearly stated that students do rely on effective functions of MU
Element ―People is identified in questions 5 9 and 10 Question 5 gives information that
students do not mainly rely on ―People element while choosing MU 9 students did not
analyze any information about professionalism of university teaching staff Meanwhile the
main factor on what students pay attention is academic experience of teachers But answers
for the questions 9 and 10 gives a tendency that students do rate criteria ―Professionalism of
teachers high but actually they give lower score for this actual criteria in question number
10 In question number 5 students chose different aspects of professionalism of teachers as a
criteria to enter MU Total score for professionalism aspects is 4+4+5+10+4=27 Also in
question number 9 criteria ―strong academic staff accumulates 17 points (it is taken only 4
and 5 levels of importance) But in question number 10 only students give only ten points for
―faculty as a sufficient service provided by MU It can be assumed that students had higher
expectation before entering into university that they have got
Element ―Physical evidence is seen as not important for respondents Graph for question
number 7 shows that 69 of students did not check elements of ―Physical evidence Also
majority of students rate university facilities as ―Good with opportunity to select ―Excellent
46
status (in question number 8) On the other hand students rate university accommodation and
research environment as high enough (question number 10) It can be concluded that during
the process of choosing university students do not rely heavily on ―Physical evidence But
they did get reasonable service in ―Physical evidence while studying in MU
Second research question states ―Does the possibility of domestic market employability
after graduation plays the key role for choosing MU After analysis of relevant graphs and
tables it became clear that this factor (possibility to get employed) is very important for
students So question number 9 gets the highest score (16) for criteria in choosing MU ndash
―ability to get employment in home country and also high score for ―worldwide acceptable
diploma Even though students rate possibility to get employed as the highest criteria to
enter MU 39 of students are not sure or don not think they will obtain high paid job back
home Here is the point to work for MU administration Students rely on high standard
European education and English language education as a key criterion for being confident in
getting well paid job (question number 15)
The data analysis process constitutes the following
1 MU has convenient and useful bureaucratic functions which are considered as a strong
point in delivering knowledge without obstacles It is difficult to identify the level of
―processes in organization but some points can be highlighted in promotion materials It can
be description of functionality of Information System or description of easy courses
registration
2 Element ―People has deviation in what is expected and what is delivered Students
have a bit higher expectations on the level of teaching staff experience and competence It is
recommended to do a deeper research on the reasons for this deviation But for now it can be
decided to arrange seminars or trainings for teacher to improve their marketing knowledge
and explain commercial tendency in market of high education
3 University ―Physical evidence is has strong rate of sufficiency The only problem that
students do not feel need to pay attention on this element Here MU administration should put
accent on Including pictures of libraries with free Wi-fi canteens computer labs which have
good and pleasant conditions
4 The most important criteria for students to choose MU is high possibility to get
employed at home But this perspective lacks consistency because there is significant amount
of students who remain uncertain in the future employability This gap can be solved by
successful decision making of three elements above ―People ―Processes and ―Physical
47
evidence But it is recommended to conduct further survey questioning the reasons of
students` uncertainty in future employability Maybe the reason is not related to some weak
points in marketing mix but the problem in home countries itself (political instability
nepotism etc)
To sum up the general situation in four factors mentioned above ―processes should be
promoted to international students as a smooth tool in obtaining degree ―people should go
through training on how to deliver lecture in contemporary commercial world of high
education market ―physical evidence should be mentioned in promotion of MU ―student
employability will be interrelated with ―people plus MU has to install closer relationship
with international companies (internships provision seminars with company representatives
professional lectures from leading companies etc)
Secondary information has also a great help in increasing university attractiveness
Viral marketing can be applied to MU because question number 11 shows that internet search
engine is a key tool how students found about MU There is a video of experience Brno life
among Erasmus Students which can be remade as a good promotion video of student life on
campus For Masaryk University very effective tool will be Google Analytics giving a wide
scope of techniques on how to track differentiate and analyze visitors ―Google Analytics is
the enterprise-class web analytics solution that gives rich insights into the website traffic and
marketing effectiveness Powerful flexible and easy-to-use features now give opportunity to
see and analyze your traffic data in an entirely new way With Google Analytics it is easier to
write better-targeted ads strengthen marketing initiatives and create higher converting
websites (Google Analytics website)
In general MU marketing politics should involve techniques mentioned by Jarvis J in his
book ―What Would Google Do Companies must learn that they are better off when they
cede control to their customers Give us control we will use it and you will win
Also it is important to read blogs There are search engines for blogs like Technorati
Icerocket Google Bloglines Pub-sub where MU marketing officials can search for MU
discussion groups or some topics
MU officials should constantly maintain ―conversation with current students It is a good
idea to start communication with those bloggers who care enough to talk about MU products
and service and brand The least MU officials can do is engage them and join the
conversation Even further step can be done Ask consumers what they think MU
48
administration should do MU will end up with better products and do a better job selling
them to more satisfied customers who can even help each other if MU officials let them
Next it will be effective to start university blog where students openly and forthrightly
share the problems and the solutions as they occur There is no reason why a university dean
should not open a direct conversation with the public That will do more to change the
culturemdashto finally make it customer-focused and mean itmdashthan a dozen consultants a
hundred off- sites or a million ad impressions
During of development process of some programs or anything in university it is better to
involve students in this process also
The last but not the least is links on the website of MU There are three links on the ESF
faculty One of them is ―Review of economic perspectives ―call for papers and Citi Bank
banner There should be more links to Headhunters conferences industry associations
current job opportunities etc This gives website alive image and helpful time spending
49
CONCLUSION
This study has been conducted in favor of future Masaryk University prosperity in the
current commercial world Researcher had a strong motivation to give helpful secondary and
primary information which will foster university educational process in the frames of
contemporary world
Of course any research comes up with further recommendations to analyze questionable
matters in results obtained Researcher believes that this work is just another step to constant
need of self-improvement
Researcher advices to put more accent on IT support to promote university image and
therefore increate its attractiveness (Harry Hayward 2011) mentioned that 80 million hours
of video loaded to YouTube every minute So there is high potential for promotion Viral
video of MU will hit several aspects of university improvement brand product suite
differentiation lifestyle according to Dr DJToncich Apart of that it is recommended to
build system of values believes and attitudes among students and university staff and
promote this in the future According to Dr Mark Putman it is essential nowadays to educate
university staff about strategic role of marketing and branding Website analytics would be
useful for measurement and marketing analysis Search optimization engine is another tool on
how to maintain university webpage in the top 10 results in Google chrome or other web
search engines On YouTube there is option to post advertisement of a company only in the
videos which are related to the sphere of products or services company offer So MU might
sign a contract of including its advertisement on videos which has key words as ―education
―high ―in English etc
According to primary data obtained it is obvious that several aspects in MU marketing
mix do not match high criteria among students Once one factor ―People would be solved
through trainings and constant updating knowledge of personnel another interrelated problem
will be offset ndash ―Employability But there is no any research done on interdependence of
these two factors so for further analysis of situation another research should be taken The
main purpose of this research would be identification of cause and effect linkages between
50
―People ―Employability and other factors which influence studentslsquo ability to get high paid
job back home And there are a lot of those factors starting from political situation in the
country to the level of corruption and nepotism
MU has potential to improve its educational process as we do the students because we are
the main customers for our university But one thing should not be forgotten and it is
companies which have strong notion about reality in one or another specialization That is
why my last advice for Masaryk University is to appeal as a liaison entity between students
and companies
51
REFERENCES
Barabba Vincent P Zaltman Gerald 1991 ―Hearing the Voice of the Market Competitive
Advantage Through Creative Use of Market Information Chapter 5
Conway Tony Stephen Mackay David Yorke (1994) Strategic Planning in Higher
Education Who Are the Customers International Journal of Educational Management
Vol 8 Iss 6 pp29 ndash 36
Cooper Donald R Schindler Pamela S 2003 ―Business research methods 8th ed
Dillman Don A 2000 ―Mail and Internet Surveys The Tailored Design Method 2nd
Edition New York
Dekeba Alemayehu 2003 ―Basic of Marketing Research Methods
URL httpwwwglobuszcomebooksMarketingResearchindexhtm
Hemsley-Brown JV and Oplatka I2006 Universities in a competitive global marketplace
a systematic review of the literature on higher education marketinglsquo International Journal
of Public Sector Management Vol 19 No 4 pp 316-338
Harry Hayward ―The power of digital storytelling 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Hair Joseph F - Bush Robert P - Ortinau David J ―Marketing research within a changing
information environment 3rd ed2006
Hsuan-Fu Ho Chia-Chi Hung Marketing mix formulation for higher education An
integrated analysis employing analytic hierarchy process cluster analysis and
correspondence analysis International Journal of Educational Management Vol 2 Iss
4 2008
Jarowski Ajay K Kohli and Arvind Sahay 2000 ―Market ndash Driven Versus Driving
Markets Journal of the Academy of Marketing Science 45-54
Johnson Bob ―Mobile marketing in higher education getting ready for 1012 and beyond
2011
URLhttpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Jarvis J ―What Would Google Do Adobe Acrobat eBook Reader 2008
52
Jonathan Ivy A new higher education marketing mix the 7Ps for MBA marketing
International Journal of Educational Management Vol 22 Iss 4 2008
Kotler Philip Fox Karen FA 1985 Strategic Marketing for Educational Institutions
Mora Michaela ―What Is Statistical Significance 2011
URL httprelevantinsightscomtagsample-size
Nha Nguyen Gaston LeBlanc 2001 Image and Reputation of Higher Education Institutions
in Studentslsquo Retention Decisions International Journal of Educational Management
Vol 15 Iss 6
URL httpwwwemeraldinsightcomjournalshtmarticleid=838798amp
Oppenheim ldquoQuestionnaire Design Interviewing and Attitude Measurementrdquo 1992
Oud Jacqueline 2004 ―Market research versus marketing research
Pimpa Nattavud 2003 ―Internationalization and trade in higher education opportunities and
challenges
Putnam Mark ―Do you drive the agenda or go along for the ride 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Rakhee Vyas Anne L Souchon 2003 Symbolic Use of Export Information A
Multidisciplinary Approach to Conceptual Development and Key Consequences
International Marketing Review Vol 20 Iss 1 pp67 ndash 94
URL httpwwwemeraldinsightcomjournalshtmarticleid=855530
Rich Lyons ―Authentic branding how creating a school brand with culture and curriculum
just might help save us 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Robert S Michael ―Inquiry amp Scientific Method 2002
URL httpwwwindianaedu~educy520sec5982week_1inquiry_sci_method02pdf
Rodriguez G ―5 Questions to Help You Understand Your Customer 2004
URL httpwwwpowerhomebizcomvol146customerhtm
Sekaran Uma Bougie Johan Roger Gisbert2009 ―Research Methods for Business a Skill
Building Approach 5th ed
Singleton Royce A Jr and Bruce C Straits 1999 Approaches to Social Research (3rd
Edition) New York Oxford University Press
Smith Scott M Albaum Gerald S 2005 ―Fundamentals of Marketing Research
Snyder Bruce ―Maximizing the power of web analytics 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Toncich ―Study and Learning in the Australian University System
53
URL httpwwwdoctorteenetfilesunibook04_ppdf
WEBSITES
Experiment-Resourcescom ―Comparing Quantitative and Qualitative Research 2009
URL wwwexperiment-resourcescomquantitative-and-qualitative-researchhtml
Higher Education Marketing Company Canada
URL httpwwwhigher-education-marketingcomcontact
Google Analytics website
URL httpwwwgooglecomintlenanalytics
54
Appendix A Questionnaire
Dear respondent this questionnaire is created in terms of Master`s degree diploma thesis The main goal of
this survey is to improve Masaryk University attractiveness by deriving the reasons for choosing Masaryk
University in obtaining a degree The answers will be kept as confidential and would not be used in any
other purposes other than for this research If you would have any questions regarding the results of this
survey please contact me
Ilya Shaiderov (380502mailmunicz)
Thank you for your cooperation
1 Are you a current or prospective student ____________________
2 What specialization you are obtaining or intend to obtain in MU ____________________
3 Please specify your country of origin ____________________
4 Please rate the level of handling your first phone callemail inquiry by MU staff (only if it is
applicable to your case)
1 2 3 4 5
5 While considering MU as an option to study what criteria did (do) you analyze to check
professionalism of university teaching staff (you may choose several options)
a Number of courses teachers offer
b Quantity of publication of teachers
c Work experience in business sphere
d Academic Experience
e Professional title in business
f I didn`t analyze any information about academic staff in MU
No response
Insufficient response
Sufficient enough
Completely sufficient with additional information
Completely sufficient
55
6 (Only for current students) Could you characterize the process of courses registration usage of IS
system and other administrative and bureaucratic functions of university (please choose one in each
scale)
Convenience
1 2 3 4 5
Usage
1 2 3 4 5
7 (For both current and prospective students) While choosing MU did (do) you check quantity of
books in university library accessibility of electronic databases new editions of study materials
overall quality of library
Yes
No
8 (Only for current students) Please rate MU facilities (buildings classrooms computer labs etc) on
the matter of ―comfortability
1 2 3 4 5
Excellent Good Sufficient Not enough Bad
Completely Convenient
Rather Convenient
Convenient Rather Inconvenient
Completely Inconvenient
Completely Useful
Rather Useful
Useful Rather Useless
Completely Useless
56
9 (For both current and prospective students) How do you rate the following factors as criteria for
choosing MU (1- least important 5 ndash most important)
a Ability to get employment in home country
b Strong academic staff
c Excellent laboratory facilities
d Library facilities
e Worldwide acceptable diploma
10 Please choose (mark ―V) services that MU sufficiently provides to you as a student (in case you
are prospective student - should be provided)
___ Reasonable accommodation (covered by student)
___ The number of modules in the degree and big variety of elective courses
___ Student exchange programs
___ Research environment (sufficient up to date study materials computer labs laboratories etc)
___ Small class sizes
___ Internship possibility
___ Faculty (profound selection of PhD and profession specialists)
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
r
t
3
T
y
p
e
a
q
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o
t
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f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
r
t
h
e
4
T
y
p
e
a
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o
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e
f
r
o
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h
e
d
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u
m
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n
t
o
r
t
5
[
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o
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d
o
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o
r
1 2
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r
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h
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3
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f
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t
4
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d
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o
5
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o
1 2
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y
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q
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f
r
o
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t
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o
c
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o
3
T
y
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a
q
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f
r
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d
o
c
u
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n
t
o
r
4
T
y
p
e
a
q
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t
e
f
r
o
m
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h
e
d
o
c
u
m
e
n
t
5
[
T
y
p
e
a
q
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o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
1 2
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y
p
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a
q
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o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
3
T
y
p
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a
q
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t
e
f
r
o
m
t
h
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d
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c
u
m
e
n
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o
4
T
y
p
e
a
q
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o
t
e
f
r
o
m
t
h
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d
o
c
u
m
e
n
5
[
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
3
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
4
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
5
[
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
57
11 From what source you first found out about Masaryk University
a Website search engine
b Advice of friends parents etc
c TV
d Newspaper please specify____________
e Journals please specify____________
f Billboards
g Website banners please specify website_______________
h Other source__________________________
12 (Only for current students) If you had do it over again would you still choose MU If not please
specify why
a Yes
b Not sure
c Probably would
d Probably would not (please specify why)
__________________________________________________________________________________
__________________________________________________________________________________
________________________________________________________________
13 (Only for current students) Please describe your level of general satisfaction with university
a Not satisfied at all
b Neutral
c Satisfied
d Very satisfied
58
14 (For both current and prospective students) Do you think MU degree will help you to get above
average salary in your home country
a No b Probably not c Not sure d Probably yes c Yes
15 If you think that MU degree helps to get well paid job in your home country what might be
reasons for that (more than one reason can be selected)
a High standard European education d Possibility to pass internship in Europe
b Degree specialization choice e Other_________________________
c Education in English language
39
Chart 5 ―Convenience
On the chart it is shown that students rate these functions as convenient with only several
students who perceive it as rather inconvenient On the ―Usage chart it has also positive
trend representing that MU administrative and bureaucratic process is highly useful
Chart 6 ―Usage
Question number seven explains third element ―Physical evidence In graph below it is
obvious that majority of students do not check this element while choosing MU
40
Graph 4 ―Identification of processes element
69 replied negatively and 31 positively which means that this factor does not play a
key role in selecting university Majority of students rate MU facilities as comfortable It is
shown in the table below that eleven students rate facilities as good
Chart 7 ―Identification of physical evidence element
Question number nine encompasses several criteria which were taken from two elements of
marketing mix ―People and ―Physical evidence and some were not from this marketing
mix like ―ability to get employment in home country ―worldwide acceptable diploma
These two factors were taken from the second research question ―Does the possibility of
41
domestic market employability after graduation plays the key role for choosing MU Results
showed that students highly value ―ability to get employment in home country (16
respondents gave highest score) Also highly rated MU diploma as worldwide acceptable (15
respondents gave the highest score) Also for respondents it is important (with lower grading
score ndash ―4) ―Strong academic staff and ―Excellent laboratory facilities
Chart 8 ―MU criteria
Question number 10 includes set of common services that university provides to students
This question helps to understand what services MU provides sufficiently to students Results
showed that sufficient services that MU provides are almost all which have been mentioned in
the options list Only ―Small class sizes do not meet big majority expectations
a Ability to get
employment in home
country
b Strong
academic staff
d Library
facilities
c Excellent
laboratory
facilities
e Worldwide
acceptable diploma
42
Chart 9 ―MU services
Interesting results gave to the researcher questions number 11 which shows that mostly
students got to know about MU from internet search engines and from relativeslsquo advice
Graph 5 ―Media channel of MU
Question number 12 and 13 give overall satisfaction level with MU Question number 12
has been adopted from theoretical part which asks whether student is ready to enter university
again if heshe would have the same opportunity Question number 13 is double-checking this
statement Results are showing that majority of respondents would enter MU again and they
are satisfied with overall MU educational service
Reasonable
accommodation
Exchange
programs
Number of
modules
Small class
sizes
Internship
possibility
Research
environment Faculty
43
Graph 6 ―Choosing MU
Graph 7 ―General satisfaction of MU
Although researcher might observe big quantity of students who are relactant to answer
Graph derived from question 12 shows that half of respondents do not have such a strong
feeling to reenter MU The same situation is in general satisfaction of MU where 38
remained neutral
The last two questions deal with second research question And here results are varied
Graph 8 derived from question 14 depicts that MU degree is not that helpful for getting the
job back in home country Only 23 answered that degree surely will help to get a high paid
44
position 38 replied as ―probably yes 35 answered as ―not sure and 4 answered
―probably not So around 61 of respondents feel positive about successful employment
back home the rest are not that confident
Graph 8 ―Employability element
Graph 9 ―Employability element second question
If respondents replied positively on 14th
question then they were asked to state the reason
for this As it can be seen above high standard European education is playing a key role for
successful employment Also the rest of options have high scores too
45
RESEARCH REPORT
In the purpose of survey it was essential to understand which of three elements in
marketing mix (―People ―Processes and ―Physical evidence) students rely more and
therefore less while choosing MU According to study made in South Africa by Jonathan Ivy
there are seven elements in marketing mix which all equally important for improving
company attractiveness in service business Researcher of this study picked three out of
seven because they more closely respond to actual service oriented company The rest four
elements (product price promotion place) were existing before as traditional marketing mix
for all types of businesses So the element ―Processes uncovers with questions number 4 and
6 From the graphs it is obvious that students are satisfied with this marketing mix This gives
university strong point in attracting students Call email handling Information system
functionality and other bureaucratic functions work sufficiently well 22 students rated
callemail handling as positive Usage and convenience of different MU functional processes
are also positively appreciated with 13 students for convenience and 15 for usefulness From
this data it can be clearly stated that students do rely on effective functions of MU
Element ―People is identified in questions 5 9 and 10 Question 5 gives information that
students do not mainly rely on ―People element while choosing MU 9 students did not
analyze any information about professionalism of university teaching staff Meanwhile the
main factor on what students pay attention is academic experience of teachers But answers
for the questions 9 and 10 gives a tendency that students do rate criteria ―Professionalism of
teachers high but actually they give lower score for this actual criteria in question number
10 In question number 5 students chose different aspects of professionalism of teachers as a
criteria to enter MU Total score for professionalism aspects is 4+4+5+10+4=27 Also in
question number 9 criteria ―strong academic staff accumulates 17 points (it is taken only 4
and 5 levels of importance) But in question number 10 only students give only ten points for
―faculty as a sufficient service provided by MU It can be assumed that students had higher
expectation before entering into university that they have got
Element ―Physical evidence is seen as not important for respondents Graph for question
number 7 shows that 69 of students did not check elements of ―Physical evidence Also
majority of students rate university facilities as ―Good with opportunity to select ―Excellent
46
status (in question number 8) On the other hand students rate university accommodation and
research environment as high enough (question number 10) It can be concluded that during
the process of choosing university students do not rely heavily on ―Physical evidence But
they did get reasonable service in ―Physical evidence while studying in MU
Second research question states ―Does the possibility of domestic market employability
after graduation plays the key role for choosing MU After analysis of relevant graphs and
tables it became clear that this factor (possibility to get employed) is very important for
students So question number 9 gets the highest score (16) for criteria in choosing MU ndash
―ability to get employment in home country and also high score for ―worldwide acceptable
diploma Even though students rate possibility to get employed as the highest criteria to
enter MU 39 of students are not sure or don not think they will obtain high paid job back
home Here is the point to work for MU administration Students rely on high standard
European education and English language education as a key criterion for being confident in
getting well paid job (question number 15)
The data analysis process constitutes the following
1 MU has convenient and useful bureaucratic functions which are considered as a strong
point in delivering knowledge without obstacles It is difficult to identify the level of
―processes in organization but some points can be highlighted in promotion materials It can
be description of functionality of Information System or description of easy courses
registration
2 Element ―People has deviation in what is expected and what is delivered Students
have a bit higher expectations on the level of teaching staff experience and competence It is
recommended to do a deeper research on the reasons for this deviation But for now it can be
decided to arrange seminars or trainings for teacher to improve their marketing knowledge
and explain commercial tendency in market of high education
3 University ―Physical evidence is has strong rate of sufficiency The only problem that
students do not feel need to pay attention on this element Here MU administration should put
accent on Including pictures of libraries with free Wi-fi canteens computer labs which have
good and pleasant conditions
4 The most important criteria for students to choose MU is high possibility to get
employed at home But this perspective lacks consistency because there is significant amount
of students who remain uncertain in the future employability This gap can be solved by
successful decision making of three elements above ―People ―Processes and ―Physical
47
evidence But it is recommended to conduct further survey questioning the reasons of
students` uncertainty in future employability Maybe the reason is not related to some weak
points in marketing mix but the problem in home countries itself (political instability
nepotism etc)
To sum up the general situation in four factors mentioned above ―processes should be
promoted to international students as a smooth tool in obtaining degree ―people should go
through training on how to deliver lecture in contemporary commercial world of high
education market ―physical evidence should be mentioned in promotion of MU ―student
employability will be interrelated with ―people plus MU has to install closer relationship
with international companies (internships provision seminars with company representatives
professional lectures from leading companies etc)
Secondary information has also a great help in increasing university attractiveness
Viral marketing can be applied to MU because question number 11 shows that internet search
engine is a key tool how students found about MU There is a video of experience Brno life
among Erasmus Students which can be remade as a good promotion video of student life on
campus For Masaryk University very effective tool will be Google Analytics giving a wide
scope of techniques on how to track differentiate and analyze visitors ―Google Analytics is
the enterprise-class web analytics solution that gives rich insights into the website traffic and
marketing effectiveness Powerful flexible and easy-to-use features now give opportunity to
see and analyze your traffic data in an entirely new way With Google Analytics it is easier to
write better-targeted ads strengthen marketing initiatives and create higher converting
websites (Google Analytics website)
In general MU marketing politics should involve techniques mentioned by Jarvis J in his
book ―What Would Google Do Companies must learn that they are better off when they
cede control to their customers Give us control we will use it and you will win
Also it is important to read blogs There are search engines for blogs like Technorati
Icerocket Google Bloglines Pub-sub where MU marketing officials can search for MU
discussion groups or some topics
MU officials should constantly maintain ―conversation with current students It is a good
idea to start communication with those bloggers who care enough to talk about MU products
and service and brand The least MU officials can do is engage them and join the
conversation Even further step can be done Ask consumers what they think MU
48
administration should do MU will end up with better products and do a better job selling
them to more satisfied customers who can even help each other if MU officials let them
Next it will be effective to start university blog where students openly and forthrightly
share the problems and the solutions as they occur There is no reason why a university dean
should not open a direct conversation with the public That will do more to change the
culturemdashto finally make it customer-focused and mean itmdashthan a dozen consultants a
hundred off- sites or a million ad impressions
During of development process of some programs or anything in university it is better to
involve students in this process also
The last but not the least is links on the website of MU There are three links on the ESF
faculty One of them is ―Review of economic perspectives ―call for papers and Citi Bank
banner There should be more links to Headhunters conferences industry associations
current job opportunities etc This gives website alive image and helpful time spending
49
CONCLUSION
This study has been conducted in favor of future Masaryk University prosperity in the
current commercial world Researcher had a strong motivation to give helpful secondary and
primary information which will foster university educational process in the frames of
contemporary world
Of course any research comes up with further recommendations to analyze questionable
matters in results obtained Researcher believes that this work is just another step to constant
need of self-improvement
Researcher advices to put more accent on IT support to promote university image and
therefore increate its attractiveness (Harry Hayward 2011) mentioned that 80 million hours
of video loaded to YouTube every minute So there is high potential for promotion Viral
video of MU will hit several aspects of university improvement brand product suite
differentiation lifestyle according to Dr DJToncich Apart of that it is recommended to
build system of values believes and attitudes among students and university staff and
promote this in the future According to Dr Mark Putman it is essential nowadays to educate
university staff about strategic role of marketing and branding Website analytics would be
useful for measurement and marketing analysis Search optimization engine is another tool on
how to maintain university webpage in the top 10 results in Google chrome or other web
search engines On YouTube there is option to post advertisement of a company only in the
videos which are related to the sphere of products or services company offer So MU might
sign a contract of including its advertisement on videos which has key words as ―education
―high ―in English etc
According to primary data obtained it is obvious that several aspects in MU marketing
mix do not match high criteria among students Once one factor ―People would be solved
through trainings and constant updating knowledge of personnel another interrelated problem
will be offset ndash ―Employability But there is no any research done on interdependence of
these two factors so for further analysis of situation another research should be taken The
main purpose of this research would be identification of cause and effect linkages between
50
―People ―Employability and other factors which influence studentslsquo ability to get high paid
job back home And there are a lot of those factors starting from political situation in the
country to the level of corruption and nepotism
MU has potential to improve its educational process as we do the students because we are
the main customers for our university But one thing should not be forgotten and it is
companies which have strong notion about reality in one or another specialization That is
why my last advice for Masaryk University is to appeal as a liaison entity between students
and companies
51
REFERENCES
Barabba Vincent P Zaltman Gerald 1991 ―Hearing the Voice of the Market Competitive
Advantage Through Creative Use of Market Information Chapter 5
Conway Tony Stephen Mackay David Yorke (1994) Strategic Planning in Higher
Education Who Are the Customers International Journal of Educational Management
Vol 8 Iss 6 pp29 ndash 36
Cooper Donald R Schindler Pamela S 2003 ―Business research methods 8th ed
Dillman Don A 2000 ―Mail and Internet Surveys The Tailored Design Method 2nd
Edition New York
Dekeba Alemayehu 2003 ―Basic of Marketing Research Methods
URL httpwwwglobuszcomebooksMarketingResearchindexhtm
Hemsley-Brown JV and Oplatka I2006 Universities in a competitive global marketplace
a systematic review of the literature on higher education marketinglsquo International Journal
of Public Sector Management Vol 19 No 4 pp 316-338
Harry Hayward ―The power of digital storytelling 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Hair Joseph F - Bush Robert P - Ortinau David J ―Marketing research within a changing
information environment 3rd ed2006
Hsuan-Fu Ho Chia-Chi Hung Marketing mix formulation for higher education An
integrated analysis employing analytic hierarchy process cluster analysis and
correspondence analysis International Journal of Educational Management Vol 2 Iss
4 2008
Jarowski Ajay K Kohli and Arvind Sahay 2000 ―Market ndash Driven Versus Driving
Markets Journal of the Academy of Marketing Science 45-54
Johnson Bob ―Mobile marketing in higher education getting ready for 1012 and beyond
2011
URLhttpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Jarvis J ―What Would Google Do Adobe Acrobat eBook Reader 2008
52
Jonathan Ivy A new higher education marketing mix the 7Ps for MBA marketing
International Journal of Educational Management Vol 22 Iss 4 2008
Kotler Philip Fox Karen FA 1985 Strategic Marketing for Educational Institutions
Mora Michaela ―What Is Statistical Significance 2011
URL httprelevantinsightscomtagsample-size
Nha Nguyen Gaston LeBlanc 2001 Image and Reputation of Higher Education Institutions
in Studentslsquo Retention Decisions International Journal of Educational Management
Vol 15 Iss 6
URL httpwwwemeraldinsightcomjournalshtmarticleid=838798amp
Oppenheim ldquoQuestionnaire Design Interviewing and Attitude Measurementrdquo 1992
Oud Jacqueline 2004 ―Market research versus marketing research
Pimpa Nattavud 2003 ―Internationalization and trade in higher education opportunities and
challenges
Putnam Mark ―Do you drive the agenda or go along for the ride 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Rakhee Vyas Anne L Souchon 2003 Symbolic Use of Export Information A
Multidisciplinary Approach to Conceptual Development and Key Consequences
International Marketing Review Vol 20 Iss 1 pp67 ndash 94
URL httpwwwemeraldinsightcomjournalshtmarticleid=855530
Rich Lyons ―Authentic branding how creating a school brand with culture and curriculum
just might help save us 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Robert S Michael ―Inquiry amp Scientific Method 2002
URL httpwwwindianaedu~educy520sec5982week_1inquiry_sci_method02pdf
Rodriguez G ―5 Questions to Help You Understand Your Customer 2004
URL httpwwwpowerhomebizcomvol146customerhtm
Sekaran Uma Bougie Johan Roger Gisbert2009 ―Research Methods for Business a Skill
Building Approach 5th ed
Singleton Royce A Jr and Bruce C Straits 1999 Approaches to Social Research (3rd
Edition) New York Oxford University Press
Smith Scott M Albaum Gerald S 2005 ―Fundamentals of Marketing Research
Snyder Bruce ―Maximizing the power of web analytics 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Toncich ―Study and Learning in the Australian University System
53
URL httpwwwdoctorteenetfilesunibook04_ppdf
WEBSITES
Experiment-Resourcescom ―Comparing Quantitative and Qualitative Research 2009
URL wwwexperiment-resourcescomquantitative-and-qualitative-researchhtml
Higher Education Marketing Company Canada
URL httpwwwhigher-education-marketingcomcontact
Google Analytics website
URL httpwwwgooglecomintlenanalytics
54
Appendix A Questionnaire
Dear respondent this questionnaire is created in terms of Master`s degree diploma thesis The main goal of
this survey is to improve Masaryk University attractiveness by deriving the reasons for choosing Masaryk
University in obtaining a degree The answers will be kept as confidential and would not be used in any
other purposes other than for this research If you would have any questions regarding the results of this
survey please contact me
Ilya Shaiderov (380502mailmunicz)
Thank you for your cooperation
1 Are you a current or prospective student ____________________
2 What specialization you are obtaining or intend to obtain in MU ____________________
3 Please specify your country of origin ____________________
4 Please rate the level of handling your first phone callemail inquiry by MU staff (only if it is
applicable to your case)
1 2 3 4 5
5 While considering MU as an option to study what criteria did (do) you analyze to check
professionalism of university teaching staff (you may choose several options)
a Number of courses teachers offer
b Quantity of publication of teachers
c Work experience in business sphere
d Academic Experience
e Professional title in business
f I didn`t analyze any information about academic staff in MU
No response
Insufficient response
Sufficient enough
Completely sufficient with additional information
Completely sufficient
55
6 (Only for current students) Could you characterize the process of courses registration usage of IS
system and other administrative and bureaucratic functions of university (please choose one in each
scale)
Convenience
1 2 3 4 5
Usage
1 2 3 4 5
7 (For both current and prospective students) While choosing MU did (do) you check quantity of
books in university library accessibility of electronic databases new editions of study materials
overall quality of library
Yes
No
8 (Only for current students) Please rate MU facilities (buildings classrooms computer labs etc) on
the matter of ―comfortability
1 2 3 4 5
Excellent Good Sufficient Not enough Bad
Completely Convenient
Rather Convenient
Convenient Rather Inconvenient
Completely Inconvenient
Completely Useful
Rather Useful
Useful Rather Useless
Completely Useless
56
9 (For both current and prospective students) How do you rate the following factors as criteria for
choosing MU (1- least important 5 ndash most important)
a Ability to get employment in home country
b Strong academic staff
c Excellent laboratory facilities
d Library facilities
e Worldwide acceptable diploma
10 Please choose (mark ―V) services that MU sufficiently provides to you as a student (in case you
are prospective student - should be provided)
___ Reasonable accommodation (covered by student)
___ The number of modules in the degree and big variety of elective courses
___ Student exchange programs
___ Research environment (sufficient up to date study materials computer labs laboratories etc)
___ Small class sizes
___ Internship possibility
___ Faculty (profound selection of PhD and profession specialists)
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
r
t
3
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
r
t
h
e
4
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
r
t
5
[
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
r
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
r
3
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
r
t
4
T
y
p
e
a
q
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o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
5
[
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
3
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
r
4
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
5
[
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
3
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
4
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
5
[
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
3
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
4
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
5
[
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
57
11 From what source you first found out about Masaryk University
a Website search engine
b Advice of friends parents etc
c TV
d Newspaper please specify____________
e Journals please specify____________
f Billboards
g Website banners please specify website_______________
h Other source__________________________
12 (Only for current students) If you had do it over again would you still choose MU If not please
specify why
a Yes
b Not sure
c Probably would
d Probably would not (please specify why)
__________________________________________________________________________________
__________________________________________________________________________________
________________________________________________________________
13 (Only for current students) Please describe your level of general satisfaction with university
a Not satisfied at all
b Neutral
c Satisfied
d Very satisfied
58
14 (For both current and prospective students) Do you think MU degree will help you to get above
average salary in your home country
a No b Probably not c Not sure d Probably yes c Yes
15 If you think that MU degree helps to get well paid job in your home country what might be
reasons for that (more than one reason can be selected)
a High standard European education d Possibility to pass internship in Europe
b Degree specialization choice e Other_________________________
c Education in English language
40
Graph 4 ―Identification of processes element
69 replied negatively and 31 positively which means that this factor does not play a
key role in selecting university Majority of students rate MU facilities as comfortable It is
shown in the table below that eleven students rate facilities as good
Chart 7 ―Identification of physical evidence element
Question number nine encompasses several criteria which were taken from two elements of
marketing mix ―People and ―Physical evidence and some were not from this marketing
mix like ―ability to get employment in home country ―worldwide acceptable diploma
These two factors were taken from the second research question ―Does the possibility of
41
domestic market employability after graduation plays the key role for choosing MU Results
showed that students highly value ―ability to get employment in home country (16
respondents gave highest score) Also highly rated MU diploma as worldwide acceptable (15
respondents gave the highest score) Also for respondents it is important (with lower grading
score ndash ―4) ―Strong academic staff and ―Excellent laboratory facilities
Chart 8 ―MU criteria
Question number 10 includes set of common services that university provides to students
This question helps to understand what services MU provides sufficiently to students Results
showed that sufficient services that MU provides are almost all which have been mentioned in
the options list Only ―Small class sizes do not meet big majority expectations
a Ability to get
employment in home
country
b Strong
academic staff
d Library
facilities
c Excellent
laboratory
facilities
e Worldwide
acceptable diploma
42
Chart 9 ―MU services
Interesting results gave to the researcher questions number 11 which shows that mostly
students got to know about MU from internet search engines and from relativeslsquo advice
Graph 5 ―Media channel of MU
Question number 12 and 13 give overall satisfaction level with MU Question number 12
has been adopted from theoretical part which asks whether student is ready to enter university
again if heshe would have the same opportunity Question number 13 is double-checking this
statement Results are showing that majority of respondents would enter MU again and they
are satisfied with overall MU educational service
Reasonable
accommodation
Exchange
programs
Number of
modules
Small class
sizes
Internship
possibility
Research
environment Faculty
43
Graph 6 ―Choosing MU
Graph 7 ―General satisfaction of MU
Although researcher might observe big quantity of students who are relactant to answer
Graph derived from question 12 shows that half of respondents do not have such a strong
feeling to reenter MU The same situation is in general satisfaction of MU where 38
remained neutral
The last two questions deal with second research question And here results are varied
Graph 8 derived from question 14 depicts that MU degree is not that helpful for getting the
job back in home country Only 23 answered that degree surely will help to get a high paid
44
position 38 replied as ―probably yes 35 answered as ―not sure and 4 answered
―probably not So around 61 of respondents feel positive about successful employment
back home the rest are not that confident
Graph 8 ―Employability element
Graph 9 ―Employability element second question
If respondents replied positively on 14th
question then they were asked to state the reason
for this As it can be seen above high standard European education is playing a key role for
successful employment Also the rest of options have high scores too
45
RESEARCH REPORT
In the purpose of survey it was essential to understand which of three elements in
marketing mix (―People ―Processes and ―Physical evidence) students rely more and
therefore less while choosing MU According to study made in South Africa by Jonathan Ivy
there are seven elements in marketing mix which all equally important for improving
company attractiveness in service business Researcher of this study picked three out of
seven because they more closely respond to actual service oriented company The rest four
elements (product price promotion place) were existing before as traditional marketing mix
for all types of businesses So the element ―Processes uncovers with questions number 4 and
6 From the graphs it is obvious that students are satisfied with this marketing mix This gives
university strong point in attracting students Call email handling Information system
functionality and other bureaucratic functions work sufficiently well 22 students rated
callemail handling as positive Usage and convenience of different MU functional processes
are also positively appreciated with 13 students for convenience and 15 for usefulness From
this data it can be clearly stated that students do rely on effective functions of MU
Element ―People is identified in questions 5 9 and 10 Question 5 gives information that
students do not mainly rely on ―People element while choosing MU 9 students did not
analyze any information about professionalism of university teaching staff Meanwhile the
main factor on what students pay attention is academic experience of teachers But answers
for the questions 9 and 10 gives a tendency that students do rate criteria ―Professionalism of
teachers high but actually they give lower score for this actual criteria in question number
10 In question number 5 students chose different aspects of professionalism of teachers as a
criteria to enter MU Total score for professionalism aspects is 4+4+5+10+4=27 Also in
question number 9 criteria ―strong academic staff accumulates 17 points (it is taken only 4
and 5 levels of importance) But in question number 10 only students give only ten points for
―faculty as a sufficient service provided by MU It can be assumed that students had higher
expectation before entering into university that they have got
Element ―Physical evidence is seen as not important for respondents Graph for question
number 7 shows that 69 of students did not check elements of ―Physical evidence Also
majority of students rate university facilities as ―Good with opportunity to select ―Excellent
46
status (in question number 8) On the other hand students rate university accommodation and
research environment as high enough (question number 10) It can be concluded that during
the process of choosing university students do not rely heavily on ―Physical evidence But
they did get reasonable service in ―Physical evidence while studying in MU
Second research question states ―Does the possibility of domestic market employability
after graduation plays the key role for choosing MU After analysis of relevant graphs and
tables it became clear that this factor (possibility to get employed) is very important for
students So question number 9 gets the highest score (16) for criteria in choosing MU ndash
―ability to get employment in home country and also high score for ―worldwide acceptable
diploma Even though students rate possibility to get employed as the highest criteria to
enter MU 39 of students are not sure or don not think they will obtain high paid job back
home Here is the point to work for MU administration Students rely on high standard
European education and English language education as a key criterion for being confident in
getting well paid job (question number 15)
The data analysis process constitutes the following
1 MU has convenient and useful bureaucratic functions which are considered as a strong
point in delivering knowledge without obstacles It is difficult to identify the level of
―processes in organization but some points can be highlighted in promotion materials It can
be description of functionality of Information System or description of easy courses
registration
2 Element ―People has deviation in what is expected and what is delivered Students
have a bit higher expectations on the level of teaching staff experience and competence It is
recommended to do a deeper research on the reasons for this deviation But for now it can be
decided to arrange seminars or trainings for teacher to improve their marketing knowledge
and explain commercial tendency in market of high education
3 University ―Physical evidence is has strong rate of sufficiency The only problem that
students do not feel need to pay attention on this element Here MU administration should put
accent on Including pictures of libraries with free Wi-fi canteens computer labs which have
good and pleasant conditions
4 The most important criteria for students to choose MU is high possibility to get
employed at home But this perspective lacks consistency because there is significant amount
of students who remain uncertain in the future employability This gap can be solved by
successful decision making of three elements above ―People ―Processes and ―Physical
47
evidence But it is recommended to conduct further survey questioning the reasons of
students` uncertainty in future employability Maybe the reason is not related to some weak
points in marketing mix but the problem in home countries itself (political instability
nepotism etc)
To sum up the general situation in four factors mentioned above ―processes should be
promoted to international students as a smooth tool in obtaining degree ―people should go
through training on how to deliver lecture in contemporary commercial world of high
education market ―physical evidence should be mentioned in promotion of MU ―student
employability will be interrelated with ―people plus MU has to install closer relationship
with international companies (internships provision seminars with company representatives
professional lectures from leading companies etc)
Secondary information has also a great help in increasing university attractiveness
Viral marketing can be applied to MU because question number 11 shows that internet search
engine is a key tool how students found about MU There is a video of experience Brno life
among Erasmus Students which can be remade as a good promotion video of student life on
campus For Masaryk University very effective tool will be Google Analytics giving a wide
scope of techniques on how to track differentiate and analyze visitors ―Google Analytics is
the enterprise-class web analytics solution that gives rich insights into the website traffic and
marketing effectiveness Powerful flexible and easy-to-use features now give opportunity to
see and analyze your traffic data in an entirely new way With Google Analytics it is easier to
write better-targeted ads strengthen marketing initiatives and create higher converting
websites (Google Analytics website)
In general MU marketing politics should involve techniques mentioned by Jarvis J in his
book ―What Would Google Do Companies must learn that they are better off when they
cede control to their customers Give us control we will use it and you will win
Also it is important to read blogs There are search engines for blogs like Technorati
Icerocket Google Bloglines Pub-sub where MU marketing officials can search for MU
discussion groups or some topics
MU officials should constantly maintain ―conversation with current students It is a good
idea to start communication with those bloggers who care enough to talk about MU products
and service and brand The least MU officials can do is engage them and join the
conversation Even further step can be done Ask consumers what they think MU
48
administration should do MU will end up with better products and do a better job selling
them to more satisfied customers who can even help each other if MU officials let them
Next it will be effective to start university blog where students openly and forthrightly
share the problems and the solutions as they occur There is no reason why a university dean
should not open a direct conversation with the public That will do more to change the
culturemdashto finally make it customer-focused and mean itmdashthan a dozen consultants a
hundred off- sites or a million ad impressions
During of development process of some programs or anything in university it is better to
involve students in this process also
The last but not the least is links on the website of MU There are three links on the ESF
faculty One of them is ―Review of economic perspectives ―call for papers and Citi Bank
banner There should be more links to Headhunters conferences industry associations
current job opportunities etc This gives website alive image and helpful time spending
49
CONCLUSION
This study has been conducted in favor of future Masaryk University prosperity in the
current commercial world Researcher had a strong motivation to give helpful secondary and
primary information which will foster university educational process in the frames of
contemporary world
Of course any research comes up with further recommendations to analyze questionable
matters in results obtained Researcher believes that this work is just another step to constant
need of self-improvement
Researcher advices to put more accent on IT support to promote university image and
therefore increate its attractiveness (Harry Hayward 2011) mentioned that 80 million hours
of video loaded to YouTube every minute So there is high potential for promotion Viral
video of MU will hit several aspects of university improvement brand product suite
differentiation lifestyle according to Dr DJToncich Apart of that it is recommended to
build system of values believes and attitudes among students and university staff and
promote this in the future According to Dr Mark Putman it is essential nowadays to educate
university staff about strategic role of marketing and branding Website analytics would be
useful for measurement and marketing analysis Search optimization engine is another tool on
how to maintain university webpage in the top 10 results in Google chrome or other web
search engines On YouTube there is option to post advertisement of a company only in the
videos which are related to the sphere of products or services company offer So MU might
sign a contract of including its advertisement on videos which has key words as ―education
―high ―in English etc
According to primary data obtained it is obvious that several aspects in MU marketing
mix do not match high criteria among students Once one factor ―People would be solved
through trainings and constant updating knowledge of personnel another interrelated problem
will be offset ndash ―Employability But there is no any research done on interdependence of
these two factors so for further analysis of situation another research should be taken The
main purpose of this research would be identification of cause and effect linkages between
50
―People ―Employability and other factors which influence studentslsquo ability to get high paid
job back home And there are a lot of those factors starting from political situation in the
country to the level of corruption and nepotism
MU has potential to improve its educational process as we do the students because we are
the main customers for our university But one thing should not be forgotten and it is
companies which have strong notion about reality in one or another specialization That is
why my last advice for Masaryk University is to appeal as a liaison entity between students
and companies
51
REFERENCES
Barabba Vincent P Zaltman Gerald 1991 ―Hearing the Voice of the Market Competitive
Advantage Through Creative Use of Market Information Chapter 5
Conway Tony Stephen Mackay David Yorke (1994) Strategic Planning in Higher
Education Who Are the Customers International Journal of Educational Management
Vol 8 Iss 6 pp29 ndash 36
Cooper Donald R Schindler Pamela S 2003 ―Business research methods 8th ed
Dillman Don A 2000 ―Mail and Internet Surveys The Tailored Design Method 2nd
Edition New York
Dekeba Alemayehu 2003 ―Basic of Marketing Research Methods
URL httpwwwglobuszcomebooksMarketingResearchindexhtm
Hemsley-Brown JV and Oplatka I2006 Universities in a competitive global marketplace
a systematic review of the literature on higher education marketinglsquo International Journal
of Public Sector Management Vol 19 No 4 pp 316-338
Harry Hayward ―The power of digital storytelling 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Hair Joseph F - Bush Robert P - Ortinau David J ―Marketing research within a changing
information environment 3rd ed2006
Hsuan-Fu Ho Chia-Chi Hung Marketing mix formulation for higher education An
integrated analysis employing analytic hierarchy process cluster analysis and
correspondence analysis International Journal of Educational Management Vol 2 Iss
4 2008
Jarowski Ajay K Kohli and Arvind Sahay 2000 ―Market ndash Driven Versus Driving
Markets Journal of the Academy of Marketing Science 45-54
Johnson Bob ―Mobile marketing in higher education getting ready for 1012 and beyond
2011
URLhttpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Jarvis J ―What Would Google Do Adobe Acrobat eBook Reader 2008
52
Jonathan Ivy A new higher education marketing mix the 7Ps for MBA marketing
International Journal of Educational Management Vol 22 Iss 4 2008
Kotler Philip Fox Karen FA 1985 Strategic Marketing for Educational Institutions
Mora Michaela ―What Is Statistical Significance 2011
URL httprelevantinsightscomtagsample-size
Nha Nguyen Gaston LeBlanc 2001 Image and Reputation of Higher Education Institutions
in Studentslsquo Retention Decisions International Journal of Educational Management
Vol 15 Iss 6
URL httpwwwemeraldinsightcomjournalshtmarticleid=838798amp
Oppenheim ldquoQuestionnaire Design Interviewing and Attitude Measurementrdquo 1992
Oud Jacqueline 2004 ―Market research versus marketing research
Pimpa Nattavud 2003 ―Internationalization and trade in higher education opportunities and
challenges
Putnam Mark ―Do you drive the agenda or go along for the ride 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Rakhee Vyas Anne L Souchon 2003 Symbolic Use of Export Information A
Multidisciplinary Approach to Conceptual Development and Key Consequences
International Marketing Review Vol 20 Iss 1 pp67 ndash 94
URL httpwwwemeraldinsightcomjournalshtmarticleid=855530
Rich Lyons ―Authentic branding how creating a school brand with culture and curriculum
just might help save us 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Robert S Michael ―Inquiry amp Scientific Method 2002
URL httpwwwindianaedu~educy520sec5982week_1inquiry_sci_method02pdf
Rodriguez G ―5 Questions to Help You Understand Your Customer 2004
URL httpwwwpowerhomebizcomvol146customerhtm
Sekaran Uma Bougie Johan Roger Gisbert2009 ―Research Methods for Business a Skill
Building Approach 5th ed
Singleton Royce A Jr and Bruce C Straits 1999 Approaches to Social Research (3rd
Edition) New York Oxford University Press
Smith Scott M Albaum Gerald S 2005 ―Fundamentals of Marketing Research
Snyder Bruce ―Maximizing the power of web analytics 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Toncich ―Study and Learning in the Australian University System
53
URL httpwwwdoctorteenetfilesunibook04_ppdf
WEBSITES
Experiment-Resourcescom ―Comparing Quantitative and Qualitative Research 2009
URL wwwexperiment-resourcescomquantitative-and-qualitative-researchhtml
Higher Education Marketing Company Canada
URL httpwwwhigher-education-marketingcomcontact
Google Analytics website
URL httpwwwgooglecomintlenanalytics
54
Appendix A Questionnaire
Dear respondent this questionnaire is created in terms of Master`s degree diploma thesis The main goal of
this survey is to improve Masaryk University attractiveness by deriving the reasons for choosing Masaryk
University in obtaining a degree The answers will be kept as confidential and would not be used in any
other purposes other than for this research If you would have any questions regarding the results of this
survey please contact me
Ilya Shaiderov (380502mailmunicz)
Thank you for your cooperation
1 Are you a current or prospective student ____________________
2 What specialization you are obtaining or intend to obtain in MU ____________________
3 Please specify your country of origin ____________________
4 Please rate the level of handling your first phone callemail inquiry by MU staff (only if it is
applicable to your case)
1 2 3 4 5
5 While considering MU as an option to study what criteria did (do) you analyze to check
professionalism of university teaching staff (you may choose several options)
a Number of courses teachers offer
b Quantity of publication of teachers
c Work experience in business sphere
d Academic Experience
e Professional title in business
f I didn`t analyze any information about academic staff in MU
No response
Insufficient response
Sufficient enough
Completely sufficient with additional information
Completely sufficient
55
6 (Only for current students) Could you characterize the process of courses registration usage of IS
system and other administrative and bureaucratic functions of university (please choose one in each
scale)
Convenience
1 2 3 4 5
Usage
1 2 3 4 5
7 (For both current and prospective students) While choosing MU did (do) you check quantity of
books in university library accessibility of electronic databases new editions of study materials
overall quality of library
Yes
No
8 (Only for current students) Please rate MU facilities (buildings classrooms computer labs etc) on
the matter of ―comfortability
1 2 3 4 5
Excellent Good Sufficient Not enough Bad
Completely Convenient
Rather Convenient
Convenient Rather Inconvenient
Completely Inconvenient
Completely Useful
Rather Useful
Useful Rather Useless
Completely Useless
56
9 (For both current and prospective students) How do you rate the following factors as criteria for
choosing MU (1- least important 5 ndash most important)
a Ability to get employment in home country
b Strong academic staff
c Excellent laboratory facilities
d Library facilities
e Worldwide acceptable diploma
10 Please choose (mark ―V) services that MU sufficiently provides to you as a student (in case you
are prospective student - should be provided)
___ Reasonable accommodation (covered by student)
___ The number of modules in the degree and big variety of elective courses
___ Student exchange programs
___ Research environment (sufficient up to date study materials computer labs laboratories etc)
___ Small class sizes
___ Internship possibility
___ Faculty (profound selection of PhD and profession specialists)
1 2
T
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a
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57
11 From what source you first found out about Masaryk University
a Website search engine
b Advice of friends parents etc
c TV
d Newspaper please specify____________
e Journals please specify____________
f Billboards
g Website banners please specify website_______________
h Other source__________________________
12 (Only for current students) If you had do it over again would you still choose MU If not please
specify why
a Yes
b Not sure
c Probably would
d Probably would not (please specify why)
__________________________________________________________________________________
__________________________________________________________________________________
________________________________________________________________
13 (Only for current students) Please describe your level of general satisfaction with university
a Not satisfied at all
b Neutral
c Satisfied
d Very satisfied
58
14 (For both current and prospective students) Do you think MU degree will help you to get above
average salary in your home country
a No b Probably not c Not sure d Probably yes c Yes
15 If you think that MU degree helps to get well paid job in your home country what might be
reasons for that (more than one reason can be selected)
a High standard European education d Possibility to pass internship in Europe
b Degree specialization choice e Other_________________________
c Education in English language
41
domestic market employability after graduation plays the key role for choosing MU Results
showed that students highly value ―ability to get employment in home country (16
respondents gave highest score) Also highly rated MU diploma as worldwide acceptable (15
respondents gave the highest score) Also for respondents it is important (with lower grading
score ndash ―4) ―Strong academic staff and ―Excellent laboratory facilities
Chart 8 ―MU criteria
Question number 10 includes set of common services that university provides to students
This question helps to understand what services MU provides sufficiently to students Results
showed that sufficient services that MU provides are almost all which have been mentioned in
the options list Only ―Small class sizes do not meet big majority expectations
a Ability to get
employment in home
country
b Strong
academic staff
d Library
facilities
c Excellent
laboratory
facilities
e Worldwide
acceptable diploma
42
Chart 9 ―MU services
Interesting results gave to the researcher questions number 11 which shows that mostly
students got to know about MU from internet search engines and from relativeslsquo advice
Graph 5 ―Media channel of MU
Question number 12 and 13 give overall satisfaction level with MU Question number 12
has been adopted from theoretical part which asks whether student is ready to enter university
again if heshe would have the same opportunity Question number 13 is double-checking this
statement Results are showing that majority of respondents would enter MU again and they
are satisfied with overall MU educational service
Reasonable
accommodation
Exchange
programs
Number of
modules
Small class
sizes
Internship
possibility
Research
environment Faculty
43
Graph 6 ―Choosing MU
Graph 7 ―General satisfaction of MU
Although researcher might observe big quantity of students who are relactant to answer
Graph derived from question 12 shows that half of respondents do not have such a strong
feeling to reenter MU The same situation is in general satisfaction of MU where 38
remained neutral
The last two questions deal with second research question And here results are varied
Graph 8 derived from question 14 depicts that MU degree is not that helpful for getting the
job back in home country Only 23 answered that degree surely will help to get a high paid
44
position 38 replied as ―probably yes 35 answered as ―not sure and 4 answered
―probably not So around 61 of respondents feel positive about successful employment
back home the rest are not that confident
Graph 8 ―Employability element
Graph 9 ―Employability element second question
If respondents replied positively on 14th
question then they were asked to state the reason
for this As it can be seen above high standard European education is playing a key role for
successful employment Also the rest of options have high scores too
45
RESEARCH REPORT
In the purpose of survey it was essential to understand which of three elements in
marketing mix (―People ―Processes and ―Physical evidence) students rely more and
therefore less while choosing MU According to study made in South Africa by Jonathan Ivy
there are seven elements in marketing mix which all equally important for improving
company attractiveness in service business Researcher of this study picked three out of
seven because they more closely respond to actual service oriented company The rest four
elements (product price promotion place) were existing before as traditional marketing mix
for all types of businesses So the element ―Processes uncovers with questions number 4 and
6 From the graphs it is obvious that students are satisfied with this marketing mix This gives
university strong point in attracting students Call email handling Information system
functionality and other bureaucratic functions work sufficiently well 22 students rated
callemail handling as positive Usage and convenience of different MU functional processes
are also positively appreciated with 13 students for convenience and 15 for usefulness From
this data it can be clearly stated that students do rely on effective functions of MU
Element ―People is identified in questions 5 9 and 10 Question 5 gives information that
students do not mainly rely on ―People element while choosing MU 9 students did not
analyze any information about professionalism of university teaching staff Meanwhile the
main factor on what students pay attention is academic experience of teachers But answers
for the questions 9 and 10 gives a tendency that students do rate criteria ―Professionalism of
teachers high but actually they give lower score for this actual criteria in question number
10 In question number 5 students chose different aspects of professionalism of teachers as a
criteria to enter MU Total score for professionalism aspects is 4+4+5+10+4=27 Also in
question number 9 criteria ―strong academic staff accumulates 17 points (it is taken only 4
and 5 levels of importance) But in question number 10 only students give only ten points for
―faculty as a sufficient service provided by MU It can be assumed that students had higher
expectation before entering into university that they have got
Element ―Physical evidence is seen as not important for respondents Graph for question
number 7 shows that 69 of students did not check elements of ―Physical evidence Also
majority of students rate university facilities as ―Good with opportunity to select ―Excellent
46
status (in question number 8) On the other hand students rate university accommodation and
research environment as high enough (question number 10) It can be concluded that during
the process of choosing university students do not rely heavily on ―Physical evidence But
they did get reasonable service in ―Physical evidence while studying in MU
Second research question states ―Does the possibility of domestic market employability
after graduation plays the key role for choosing MU After analysis of relevant graphs and
tables it became clear that this factor (possibility to get employed) is very important for
students So question number 9 gets the highest score (16) for criteria in choosing MU ndash
―ability to get employment in home country and also high score for ―worldwide acceptable
diploma Even though students rate possibility to get employed as the highest criteria to
enter MU 39 of students are not sure or don not think they will obtain high paid job back
home Here is the point to work for MU administration Students rely on high standard
European education and English language education as a key criterion for being confident in
getting well paid job (question number 15)
The data analysis process constitutes the following
1 MU has convenient and useful bureaucratic functions which are considered as a strong
point in delivering knowledge without obstacles It is difficult to identify the level of
―processes in organization but some points can be highlighted in promotion materials It can
be description of functionality of Information System or description of easy courses
registration
2 Element ―People has deviation in what is expected and what is delivered Students
have a bit higher expectations on the level of teaching staff experience and competence It is
recommended to do a deeper research on the reasons for this deviation But for now it can be
decided to arrange seminars or trainings for teacher to improve their marketing knowledge
and explain commercial tendency in market of high education
3 University ―Physical evidence is has strong rate of sufficiency The only problem that
students do not feel need to pay attention on this element Here MU administration should put
accent on Including pictures of libraries with free Wi-fi canteens computer labs which have
good and pleasant conditions
4 The most important criteria for students to choose MU is high possibility to get
employed at home But this perspective lacks consistency because there is significant amount
of students who remain uncertain in the future employability This gap can be solved by
successful decision making of three elements above ―People ―Processes and ―Physical
47
evidence But it is recommended to conduct further survey questioning the reasons of
students` uncertainty in future employability Maybe the reason is not related to some weak
points in marketing mix but the problem in home countries itself (political instability
nepotism etc)
To sum up the general situation in four factors mentioned above ―processes should be
promoted to international students as a smooth tool in obtaining degree ―people should go
through training on how to deliver lecture in contemporary commercial world of high
education market ―physical evidence should be mentioned in promotion of MU ―student
employability will be interrelated with ―people plus MU has to install closer relationship
with international companies (internships provision seminars with company representatives
professional lectures from leading companies etc)
Secondary information has also a great help in increasing university attractiveness
Viral marketing can be applied to MU because question number 11 shows that internet search
engine is a key tool how students found about MU There is a video of experience Brno life
among Erasmus Students which can be remade as a good promotion video of student life on
campus For Masaryk University very effective tool will be Google Analytics giving a wide
scope of techniques on how to track differentiate and analyze visitors ―Google Analytics is
the enterprise-class web analytics solution that gives rich insights into the website traffic and
marketing effectiveness Powerful flexible and easy-to-use features now give opportunity to
see and analyze your traffic data in an entirely new way With Google Analytics it is easier to
write better-targeted ads strengthen marketing initiatives and create higher converting
websites (Google Analytics website)
In general MU marketing politics should involve techniques mentioned by Jarvis J in his
book ―What Would Google Do Companies must learn that they are better off when they
cede control to their customers Give us control we will use it and you will win
Also it is important to read blogs There are search engines for blogs like Technorati
Icerocket Google Bloglines Pub-sub where MU marketing officials can search for MU
discussion groups or some topics
MU officials should constantly maintain ―conversation with current students It is a good
idea to start communication with those bloggers who care enough to talk about MU products
and service and brand The least MU officials can do is engage them and join the
conversation Even further step can be done Ask consumers what they think MU
48
administration should do MU will end up with better products and do a better job selling
them to more satisfied customers who can even help each other if MU officials let them
Next it will be effective to start university blog where students openly and forthrightly
share the problems and the solutions as they occur There is no reason why a university dean
should not open a direct conversation with the public That will do more to change the
culturemdashto finally make it customer-focused and mean itmdashthan a dozen consultants a
hundred off- sites or a million ad impressions
During of development process of some programs or anything in university it is better to
involve students in this process also
The last but not the least is links on the website of MU There are three links on the ESF
faculty One of them is ―Review of economic perspectives ―call for papers and Citi Bank
banner There should be more links to Headhunters conferences industry associations
current job opportunities etc This gives website alive image and helpful time spending
49
CONCLUSION
This study has been conducted in favor of future Masaryk University prosperity in the
current commercial world Researcher had a strong motivation to give helpful secondary and
primary information which will foster university educational process in the frames of
contemporary world
Of course any research comes up with further recommendations to analyze questionable
matters in results obtained Researcher believes that this work is just another step to constant
need of self-improvement
Researcher advices to put more accent on IT support to promote university image and
therefore increate its attractiveness (Harry Hayward 2011) mentioned that 80 million hours
of video loaded to YouTube every minute So there is high potential for promotion Viral
video of MU will hit several aspects of university improvement brand product suite
differentiation lifestyle according to Dr DJToncich Apart of that it is recommended to
build system of values believes and attitudes among students and university staff and
promote this in the future According to Dr Mark Putman it is essential nowadays to educate
university staff about strategic role of marketing and branding Website analytics would be
useful for measurement and marketing analysis Search optimization engine is another tool on
how to maintain university webpage in the top 10 results in Google chrome or other web
search engines On YouTube there is option to post advertisement of a company only in the
videos which are related to the sphere of products or services company offer So MU might
sign a contract of including its advertisement on videos which has key words as ―education
―high ―in English etc
According to primary data obtained it is obvious that several aspects in MU marketing
mix do not match high criteria among students Once one factor ―People would be solved
through trainings and constant updating knowledge of personnel another interrelated problem
will be offset ndash ―Employability But there is no any research done on interdependence of
these two factors so for further analysis of situation another research should be taken The
main purpose of this research would be identification of cause and effect linkages between
50
―People ―Employability and other factors which influence studentslsquo ability to get high paid
job back home And there are a lot of those factors starting from political situation in the
country to the level of corruption and nepotism
MU has potential to improve its educational process as we do the students because we are
the main customers for our university But one thing should not be forgotten and it is
companies which have strong notion about reality in one or another specialization That is
why my last advice for Masaryk University is to appeal as a liaison entity between students
and companies
51
REFERENCES
Barabba Vincent P Zaltman Gerald 1991 ―Hearing the Voice of the Market Competitive
Advantage Through Creative Use of Market Information Chapter 5
Conway Tony Stephen Mackay David Yorke (1994) Strategic Planning in Higher
Education Who Are the Customers International Journal of Educational Management
Vol 8 Iss 6 pp29 ndash 36
Cooper Donald R Schindler Pamela S 2003 ―Business research methods 8th ed
Dillman Don A 2000 ―Mail and Internet Surveys The Tailored Design Method 2nd
Edition New York
Dekeba Alemayehu 2003 ―Basic of Marketing Research Methods
URL httpwwwglobuszcomebooksMarketingResearchindexhtm
Hemsley-Brown JV and Oplatka I2006 Universities in a competitive global marketplace
a systematic review of the literature on higher education marketinglsquo International Journal
of Public Sector Management Vol 19 No 4 pp 316-338
Harry Hayward ―The power of digital storytelling 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Hair Joseph F - Bush Robert P - Ortinau David J ―Marketing research within a changing
information environment 3rd ed2006
Hsuan-Fu Ho Chia-Chi Hung Marketing mix formulation for higher education An
integrated analysis employing analytic hierarchy process cluster analysis and
correspondence analysis International Journal of Educational Management Vol 2 Iss
4 2008
Jarowski Ajay K Kohli and Arvind Sahay 2000 ―Market ndash Driven Versus Driving
Markets Journal of the Academy of Marketing Science 45-54
Johnson Bob ―Mobile marketing in higher education getting ready for 1012 and beyond
2011
URLhttpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Jarvis J ―What Would Google Do Adobe Acrobat eBook Reader 2008
52
Jonathan Ivy A new higher education marketing mix the 7Ps for MBA marketing
International Journal of Educational Management Vol 22 Iss 4 2008
Kotler Philip Fox Karen FA 1985 Strategic Marketing for Educational Institutions
Mora Michaela ―What Is Statistical Significance 2011
URL httprelevantinsightscomtagsample-size
Nha Nguyen Gaston LeBlanc 2001 Image and Reputation of Higher Education Institutions
in Studentslsquo Retention Decisions International Journal of Educational Management
Vol 15 Iss 6
URL httpwwwemeraldinsightcomjournalshtmarticleid=838798amp
Oppenheim ldquoQuestionnaire Design Interviewing and Attitude Measurementrdquo 1992
Oud Jacqueline 2004 ―Market research versus marketing research
Pimpa Nattavud 2003 ―Internationalization and trade in higher education opportunities and
challenges
Putnam Mark ―Do you drive the agenda or go along for the ride 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Rakhee Vyas Anne L Souchon 2003 Symbolic Use of Export Information A
Multidisciplinary Approach to Conceptual Development and Key Consequences
International Marketing Review Vol 20 Iss 1 pp67 ndash 94
URL httpwwwemeraldinsightcomjournalshtmarticleid=855530
Rich Lyons ―Authentic branding how creating a school brand with culture and curriculum
just might help save us 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Robert S Michael ―Inquiry amp Scientific Method 2002
URL httpwwwindianaedu~educy520sec5982week_1inquiry_sci_method02pdf
Rodriguez G ―5 Questions to Help You Understand Your Customer 2004
URL httpwwwpowerhomebizcomvol146customerhtm
Sekaran Uma Bougie Johan Roger Gisbert2009 ―Research Methods for Business a Skill
Building Approach 5th ed
Singleton Royce A Jr and Bruce C Straits 1999 Approaches to Social Research (3rd
Edition) New York Oxford University Press
Smith Scott M Albaum Gerald S 2005 ―Fundamentals of Marketing Research
Snyder Bruce ―Maximizing the power of web analytics 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Toncich ―Study and Learning in the Australian University System
53
URL httpwwwdoctorteenetfilesunibook04_ppdf
WEBSITES
Experiment-Resourcescom ―Comparing Quantitative and Qualitative Research 2009
URL wwwexperiment-resourcescomquantitative-and-qualitative-researchhtml
Higher Education Marketing Company Canada
URL httpwwwhigher-education-marketingcomcontact
Google Analytics website
URL httpwwwgooglecomintlenanalytics
54
Appendix A Questionnaire
Dear respondent this questionnaire is created in terms of Master`s degree diploma thesis The main goal of
this survey is to improve Masaryk University attractiveness by deriving the reasons for choosing Masaryk
University in obtaining a degree The answers will be kept as confidential and would not be used in any
other purposes other than for this research If you would have any questions regarding the results of this
survey please contact me
Ilya Shaiderov (380502mailmunicz)
Thank you for your cooperation
1 Are you a current or prospective student ____________________
2 What specialization you are obtaining or intend to obtain in MU ____________________
3 Please specify your country of origin ____________________
4 Please rate the level of handling your first phone callemail inquiry by MU staff (only if it is
applicable to your case)
1 2 3 4 5
5 While considering MU as an option to study what criteria did (do) you analyze to check
professionalism of university teaching staff (you may choose several options)
a Number of courses teachers offer
b Quantity of publication of teachers
c Work experience in business sphere
d Academic Experience
e Professional title in business
f I didn`t analyze any information about academic staff in MU
No response
Insufficient response
Sufficient enough
Completely sufficient with additional information
Completely sufficient
55
6 (Only for current students) Could you characterize the process of courses registration usage of IS
system and other administrative and bureaucratic functions of university (please choose one in each
scale)
Convenience
1 2 3 4 5
Usage
1 2 3 4 5
7 (For both current and prospective students) While choosing MU did (do) you check quantity of
books in university library accessibility of electronic databases new editions of study materials
overall quality of library
Yes
No
8 (Only for current students) Please rate MU facilities (buildings classrooms computer labs etc) on
the matter of ―comfortability
1 2 3 4 5
Excellent Good Sufficient Not enough Bad
Completely Convenient
Rather Convenient
Convenient Rather Inconvenient
Completely Inconvenient
Completely Useful
Rather Useful
Useful Rather Useless
Completely Useless
56
9 (For both current and prospective students) How do you rate the following factors as criteria for
choosing MU (1- least important 5 ndash most important)
a Ability to get employment in home country
b Strong academic staff
c Excellent laboratory facilities
d Library facilities
e Worldwide acceptable diploma
10 Please choose (mark ―V) services that MU sufficiently provides to you as a student (in case you
are prospective student - should be provided)
___ Reasonable accommodation (covered by student)
___ The number of modules in the degree and big variety of elective courses
___ Student exchange programs
___ Research environment (sufficient up to date study materials computer labs laboratories etc)
___ Small class sizes
___ Internship possibility
___ Faculty (profound selection of PhD and profession specialists)
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
r
t
3
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
r
t
h
e
4
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
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o
r
t
5
[
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m
57
11 From what source you first found out about Masaryk University
a Website search engine
b Advice of friends parents etc
c TV
d Newspaper please specify____________
e Journals please specify____________
f Billboards
g Website banners please specify website_______________
h Other source__________________________
12 (Only for current students) If you had do it over again would you still choose MU If not please
specify why
a Yes
b Not sure
c Probably would
d Probably would not (please specify why)
__________________________________________________________________________________
__________________________________________________________________________________
________________________________________________________________
13 (Only for current students) Please describe your level of general satisfaction with university
a Not satisfied at all
b Neutral
c Satisfied
d Very satisfied
58
14 (For both current and prospective students) Do you think MU degree will help you to get above
average salary in your home country
a No b Probably not c Not sure d Probably yes c Yes
15 If you think that MU degree helps to get well paid job in your home country what might be
reasons for that (more than one reason can be selected)
a High standard European education d Possibility to pass internship in Europe
b Degree specialization choice e Other_________________________
c Education in English language
42
Chart 9 ―MU services
Interesting results gave to the researcher questions number 11 which shows that mostly
students got to know about MU from internet search engines and from relativeslsquo advice
Graph 5 ―Media channel of MU
Question number 12 and 13 give overall satisfaction level with MU Question number 12
has been adopted from theoretical part which asks whether student is ready to enter university
again if heshe would have the same opportunity Question number 13 is double-checking this
statement Results are showing that majority of respondents would enter MU again and they
are satisfied with overall MU educational service
Reasonable
accommodation
Exchange
programs
Number of
modules
Small class
sizes
Internship
possibility
Research
environment Faculty
43
Graph 6 ―Choosing MU
Graph 7 ―General satisfaction of MU
Although researcher might observe big quantity of students who are relactant to answer
Graph derived from question 12 shows that half of respondents do not have such a strong
feeling to reenter MU The same situation is in general satisfaction of MU where 38
remained neutral
The last two questions deal with second research question And here results are varied
Graph 8 derived from question 14 depicts that MU degree is not that helpful for getting the
job back in home country Only 23 answered that degree surely will help to get a high paid
44
position 38 replied as ―probably yes 35 answered as ―not sure and 4 answered
―probably not So around 61 of respondents feel positive about successful employment
back home the rest are not that confident
Graph 8 ―Employability element
Graph 9 ―Employability element second question
If respondents replied positively on 14th
question then they were asked to state the reason
for this As it can be seen above high standard European education is playing a key role for
successful employment Also the rest of options have high scores too
45
RESEARCH REPORT
In the purpose of survey it was essential to understand which of three elements in
marketing mix (―People ―Processes and ―Physical evidence) students rely more and
therefore less while choosing MU According to study made in South Africa by Jonathan Ivy
there are seven elements in marketing mix which all equally important for improving
company attractiveness in service business Researcher of this study picked three out of
seven because they more closely respond to actual service oriented company The rest four
elements (product price promotion place) were existing before as traditional marketing mix
for all types of businesses So the element ―Processes uncovers with questions number 4 and
6 From the graphs it is obvious that students are satisfied with this marketing mix This gives
university strong point in attracting students Call email handling Information system
functionality and other bureaucratic functions work sufficiently well 22 students rated
callemail handling as positive Usage and convenience of different MU functional processes
are also positively appreciated with 13 students for convenience and 15 for usefulness From
this data it can be clearly stated that students do rely on effective functions of MU
Element ―People is identified in questions 5 9 and 10 Question 5 gives information that
students do not mainly rely on ―People element while choosing MU 9 students did not
analyze any information about professionalism of university teaching staff Meanwhile the
main factor on what students pay attention is academic experience of teachers But answers
for the questions 9 and 10 gives a tendency that students do rate criteria ―Professionalism of
teachers high but actually they give lower score for this actual criteria in question number
10 In question number 5 students chose different aspects of professionalism of teachers as a
criteria to enter MU Total score for professionalism aspects is 4+4+5+10+4=27 Also in
question number 9 criteria ―strong academic staff accumulates 17 points (it is taken only 4
and 5 levels of importance) But in question number 10 only students give only ten points for
―faculty as a sufficient service provided by MU It can be assumed that students had higher
expectation before entering into university that they have got
Element ―Physical evidence is seen as not important for respondents Graph for question
number 7 shows that 69 of students did not check elements of ―Physical evidence Also
majority of students rate university facilities as ―Good with opportunity to select ―Excellent
46
status (in question number 8) On the other hand students rate university accommodation and
research environment as high enough (question number 10) It can be concluded that during
the process of choosing university students do not rely heavily on ―Physical evidence But
they did get reasonable service in ―Physical evidence while studying in MU
Second research question states ―Does the possibility of domestic market employability
after graduation plays the key role for choosing MU After analysis of relevant graphs and
tables it became clear that this factor (possibility to get employed) is very important for
students So question number 9 gets the highest score (16) for criteria in choosing MU ndash
―ability to get employment in home country and also high score for ―worldwide acceptable
diploma Even though students rate possibility to get employed as the highest criteria to
enter MU 39 of students are not sure or don not think they will obtain high paid job back
home Here is the point to work for MU administration Students rely on high standard
European education and English language education as a key criterion for being confident in
getting well paid job (question number 15)
The data analysis process constitutes the following
1 MU has convenient and useful bureaucratic functions which are considered as a strong
point in delivering knowledge without obstacles It is difficult to identify the level of
―processes in organization but some points can be highlighted in promotion materials It can
be description of functionality of Information System or description of easy courses
registration
2 Element ―People has deviation in what is expected and what is delivered Students
have a bit higher expectations on the level of teaching staff experience and competence It is
recommended to do a deeper research on the reasons for this deviation But for now it can be
decided to arrange seminars or trainings for teacher to improve their marketing knowledge
and explain commercial tendency in market of high education
3 University ―Physical evidence is has strong rate of sufficiency The only problem that
students do not feel need to pay attention on this element Here MU administration should put
accent on Including pictures of libraries with free Wi-fi canteens computer labs which have
good and pleasant conditions
4 The most important criteria for students to choose MU is high possibility to get
employed at home But this perspective lacks consistency because there is significant amount
of students who remain uncertain in the future employability This gap can be solved by
successful decision making of three elements above ―People ―Processes and ―Physical
47
evidence But it is recommended to conduct further survey questioning the reasons of
students` uncertainty in future employability Maybe the reason is not related to some weak
points in marketing mix but the problem in home countries itself (political instability
nepotism etc)
To sum up the general situation in four factors mentioned above ―processes should be
promoted to international students as a smooth tool in obtaining degree ―people should go
through training on how to deliver lecture in contemporary commercial world of high
education market ―physical evidence should be mentioned in promotion of MU ―student
employability will be interrelated with ―people plus MU has to install closer relationship
with international companies (internships provision seminars with company representatives
professional lectures from leading companies etc)
Secondary information has also a great help in increasing university attractiveness
Viral marketing can be applied to MU because question number 11 shows that internet search
engine is a key tool how students found about MU There is a video of experience Brno life
among Erasmus Students which can be remade as a good promotion video of student life on
campus For Masaryk University very effective tool will be Google Analytics giving a wide
scope of techniques on how to track differentiate and analyze visitors ―Google Analytics is
the enterprise-class web analytics solution that gives rich insights into the website traffic and
marketing effectiveness Powerful flexible and easy-to-use features now give opportunity to
see and analyze your traffic data in an entirely new way With Google Analytics it is easier to
write better-targeted ads strengthen marketing initiatives and create higher converting
websites (Google Analytics website)
In general MU marketing politics should involve techniques mentioned by Jarvis J in his
book ―What Would Google Do Companies must learn that they are better off when they
cede control to their customers Give us control we will use it and you will win
Also it is important to read blogs There are search engines for blogs like Technorati
Icerocket Google Bloglines Pub-sub where MU marketing officials can search for MU
discussion groups or some topics
MU officials should constantly maintain ―conversation with current students It is a good
idea to start communication with those bloggers who care enough to talk about MU products
and service and brand The least MU officials can do is engage them and join the
conversation Even further step can be done Ask consumers what they think MU
48
administration should do MU will end up with better products and do a better job selling
them to more satisfied customers who can even help each other if MU officials let them
Next it will be effective to start university blog where students openly and forthrightly
share the problems and the solutions as they occur There is no reason why a university dean
should not open a direct conversation with the public That will do more to change the
culturemdashto finally make it customer-focused and mean itmdashthan a dozen consultants a
hundred off- sites or a million ad impressions
During of development process of some programs or anything in university it is better to
involve students in this process also
The last but not the least is links on the website of MU There are three links on the ESF
faculty One of them is ―Review of economic perspectives ―call for papers and Citi Bank
banner There should be more links to Headhunters conferences industry associations
current job opportunities etc This gives website alive image and helpful time spending
49
CONCLUSION
This study has been conducted in favor of future Masaryk University prosperity in the
current commercial world Researcher had a strong motivation to give helpful secondary and
primary information which will foster university educational process in the frames of
contemporary world
Of course any research comes up with further recommendations to analyze questionable
matters in results obtained Researcher believes that this work is just another step to constant
need of self-improvement
Researcher advices to put more accent on IT support to promote university image and
therefore increate its attractiveness (Harry Hayward 2011) mentioned that 80 million hours
of video loaded to YouTube every minute So there is high potential for promotion Viral
video of MU will hit several aspects of university improvement brand product suite
differentiation lifestyle according to Dr DJToncich Apart of that it is recommended to
build system of values believes and attitudes among students and university staff and
promote this in the future According to Dr Mark Putman it is essential nowadays to educate
university staff about strategic role of marketing and branding Website analytics would be
useful for measurement and marketing analysis Search optimization engine is another tool on
how to maintain university webpage in the top 10 results in Google chrome or other web
search engines On YouTube there is option to post advertisement of a company only in the
videos which are related to the sphere of products or services company offer So MU might
sign a contract of including its advertisement on videos which has key words as ―education
―high ―in English etc
According to primary data obtained it is obvious that several aspects in MU marketing
mix do not match high criteria among students Once one factor ―People would be solved
through trainings and constant updating knowledge of personnel another interrelated problem
will be offset ndash ―Employability But there is no any research done on interdependence of
these two factors so for further analysis of situation another research should be taken The
main purpose of this research would be identification of cause and effect linkages between
50
―People ―Employability and other factors which influence studentslsquo ability to get high paid
job back home And there are a lot of those factors starting from political situation in the
country to the level of corruption and nepotism
MU has potential to improve its educational process as we do the students because we are
the main customers for our university But one thing should not be forgotten and it is
companies which have strong notion about reality in one or another specialization That is
why my last advice for Masaryk University is to appeal as a liaison entity between students
and companies
51
REFERENCES
Barabba Vincent P Zaltman Gerald 1991 ―Hearing the Voice of the Market Competitive
Advantage Through Creative Use of Market Information Chapter 5
Conway Tony Stephen Mackay David Yorke (1994) Strategic Planning in Higher
Education Who Are the Customers International Journal of Educational Management
Vol 8 Iss 6 pp29 ndash 36
Cooper Donald R Schindler Pamela S 2003 ―Business research methods 8th ed
Dillman Don A 2000 ―Mail and Internet Surveys The Tailored Design Method 2nd
Edition New York
Dekeba Alemayehu 2003 ―Basic of Marketing Research Methods
URL httpwwwglobuszcomebooksMarketingResearchindexhtm
Hemsley-Brown JV and Oplatka I2006 Universities in a competitive global marketplace
a systematic review of the literature on higher education marketinglsquo International Journal
of Public Sector Management Vol 19 No 4 pp 316-338
Harry Hayward ―The power of digital storytelling 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Hair Joseph F - Bush Robert P - Ortinau David J ―Marketing research within a changing
information environment 3rd ed2006
Hsuan-Fu Ho Chia-Chi Hung Marketing mix formulation for higher education An
integrated analysis employing analytic hierarchy process cluster analysis and
correspondence analysis International Journal of Educational Management Vol 2 Iss
4 2008
Jarowski Ajay K Kohli and Arvind Sahay 2000 ―Market ndash Driven Versus Driving
Markets Journal of the Academy of Marketing Science 45-54
Johnson Bob ―Mobile marketing in higher education getting ready for 1012 and beyond
2011
URLhttpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Jarvis J ―What Would Google Do Adobe Acrobat eBook Reader 2008
52
Jonathan Ivy A new higher education marketing mix the 7Ps for MBA marketing
International Journal of Educational Management Vol 22 Iss 4 2008
Kotler Philip Fox Karen FA 1985 Strategic Marketing for Educational Institutions
Mora Michaela ―What Is Statistical Significance 2011
URL httprelevantinsightscomtagsample-size
Nha Nguyen Gaston LeBlanc 2001 Image and Reputation of Higher Education Institutions
in Studentslsquo Retention Decisions International Journal of Educational Management
Vol 15 Iss 6
URL httpwwwemeraldinsightcomjournalshtmarticleid=838798amp
Oppenheim ldquoQuestionnaire Design Interviewing and Attitude Measurementrdquo 1992
Oud Jacqueline 2004 ―Market research versus marketing research
Pimpa Nattavud 2003 ―Internationalization and trade in higher education opportunities and
challenges
Putnam Mark ―Do you drive the agenda or go along for the ride 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Rakhee Vyas Anne L Souchon 2003 Symbolic Use of Export Information A
Multidisciplinary Approach to Conceptual Development and Key Consequences
International Marketing Review Vol 20 Iss 1 pp67 ndash 94
URL httpwwwemeraldinsightcomjournalshtmarticleid=855530
Rich Lyons ―Authentic branding how creating a school brand with culture and curriculum
just might help save us 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Robert S Michael ―Inquiry amp Scientific Method 2002
URL httpwwwindianaedu~educy520sec5982week_1inquiry_sci_method02pdf
Rodriguez G ―5 Questions to Help You Understand Your Customer 2004
URL httpwwwpowerhomebizcomvol146customerhtm
Sekaran Uma Bougie Johan Roger Gisbert2009 ―Research Methods for Business a Skill
Building Approach 5th ed
Singleton Royce A Jr and Bruce C Straits 1999 Approaches to Social Research (3rd
Edition) New York Oxford University Press
Smith Scott M Albaum Gerald S 2005 ―Fundamentals of Marketing Research
Snyder Bruce ―Maximizing the power of web analytics 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Toncich ―Study and Learning in the Australian University System
53
URL httpwwwdoctorteenetfilesunibook04_ppdf
WEBSITES
Experiment-Resourcescom ―Comparing Quantitative and Qualitative Research 2009
URL wwwexperiment-resourcescomquantitative-and-qualitative-researchhtml
Higher Education Marketing Company Canada
URL httpwwwhigher-education-marketingcomcontact
Google Analytics website
URL httpwwwgooglecomintlenanalytics
54
Appendix A Questionnaire
Dear respondent this questionnaire is created in terms of Master`s degree diploma thesis The main goal of
this survey is to improve Masaryk University attractiveness by deriving the reasons for choosing Masaryk
University in obtaining a degree The answers will be kept as confidential and would not be used in any
other purposes other than for this research If you would have any questions regarding the results of this
survey please contact me
Ilya Shaiderov (380502mailmunicz)
Thank you for your cooperation
1 Are you a current or prospective student ____________________
2 What specialization you are obtaining or intend to obtain in MU ____________________
3 Please specify your country of origin ____________________
4 Please rate the level of handling your first phone callemail inquiry by MU staff (only if it is
applicable to your case)
1 2 3 4 5
5 While considering MU as an option to study what criteria did (do) you analyze to check
professionalism of university teaching staff (you may choose several options)
a Number of courses teachers offer
b Quantity of publication of teachers
c Work experience in business sphere
d Academic Experience
e Professional title in business
f I didn`t analyze any information about academic staff in MU
No response
Insufficient response
Sufficient enough
Completely sufficient with additional information
Completely sufficient
55
6 (Only for current students) Could you characterize the process of courses registration usage of IS
system and other administrative and bureaucratic functions of university (please choose one in each
scale)
Convenience
1 2 3 4 5
Usage
1 2 3 4 5
7 (For both current and prospective students) While choosing MU did (do) you check quantity of
books in university library accessibility of electronic databases new editions of study materials
overall quality of library
Yes
No
8 (Only for current students) Please rate MU facilities (buildings classrooms computer labs etc) on
the matter of ―comfortability
1 2 3 4 5
Excellent Good Sufficient Not enough Bad
Completely Convenient
Rather Convenient
Convenient Rather Inconvenient
Completely Inconvenient
Completely Useful
Rather Useful
Useful Rather Useless
Completely Useless
56
9 (For both current and prospective students) How do you rate the following factors as criteria for
choosing MU (1- least important 5 ndash most important)
a Ability to get employment in home country
b Strong academic staff
c Excellent laboratory facilities
d Library facilities
e Worldwide acceptable diploma
10 Please choose (mark ―V) services that MU sufficiently provides to you as a student (in case you
are prospective student - should be provided)
___ Reasonable accommodation (covered by student)
___ The number of modules in the degree and big variety of elective courses
___ Student exchange programs
___ Research environment (sufficient up to date study materials computer labs laboratories etc)
___ Small class sizes
___ Internship possibility
___ Faculty (profound selection of PhD and profession specialists)
1 2
T
y
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f
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o
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3
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e
4
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o
5
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o
1 2
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y
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a
q
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f
r
o
m
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d
o
c
u
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o
3
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y
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a
q
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o
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d
o
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u
m
e
n
t
o
r
4
T
y
p
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a
q
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o
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f
r
o
m
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d
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c
u
m
e
n
t
5
[
T
y
p
e
a
q
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f
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1 2
T
y
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o
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f
r
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3
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f
r
o
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c
u
m
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o
4
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y
p
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a
q
u
o
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e
f
r
o
m
t
h
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d
o
c
u
m
e
n
5
[
T
y
p
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a
q
u
o
t
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f
r
o
m
t
h
e
d
o
c
u
m
e
1 2
T
y
p
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a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
3
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
4
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
5
[
T
y
p
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a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
57
11 From what source you first found out about Masaryk University
a Website search engine
b Advice of friends parents etc
c TV
d Newspaper please specify____________
e Journals please specify____________
f Billboards
g Website banners please specify website_______________
h Other source__________________________
12 (Only for current students) If you had do it over again would you still choose MU If not please
specify why
a Yes
b Not sure
c Probably would
d Probably would not (please specify why)
__________________________________________________________________________________
__________________________________________________________________________________
________________________________________________________________
13 (Only for current students) Please describe your level of general satisfaction with university
a Not satisfied at all
b Neutral
c Satisfied
d Very satisfied
58
14 (For both current and prospective students) Do you think MU degree will help you to get above
average salary in your home country
a No b Probably not c Not sure d Probably yes c Yes
15 If you think that MU degree helps to get well paid job in your home country what might be
reasons for that (more than one reason can be selected)
a High standard European education d Possibility to pass internship in Europe
b Degree specialization choice e Other_________________________
c Education in English language
43
Graph 6 ―Choosing MU
Graph 7 ―General satisfaction of MU
Although researcher might observe big quantity of students who are relactant to answer
Graph derived from question 12 shows that half of respondents do not have such a strong
feeling to reenter MU The same situation is in general satisfaction of MU where 38
remained neutral
The last two questions deal with second research question And here results are varied
Graph 8 derived from question 14 depicts that MU degree is not that helpful for getting the
job back in home country Only 23 answered that degree surely will help to get a high paid
44
position 38 replied as ―probably yes 35 answered as ―not sure and 4 answered
―probably not So around 61 of respondents feel positive about successful employment
back home the rest are not that confident
Graph 8 ―Employability element
Graph 9 ―Employability element second question
If respondents replied positively on 14th
question then they were asked to state the reason
for this As it can be seen above high standard European education is playing a key role for
successful employment Also the rest of options have high scores too
45
RESEARCH REPORT
In the purpose of survey it was essential to understand which of three elements in
marketing mix (―People ―Processes and ―Physical evidence) students rely more and
therefore less while choosing MU According to study made in South Africa by Jonathan Ivy
there are seven elements in marketing mix which all equally important for improving
company attractiveness in service business Researcher of this study picked three out of
seven because they more closely respond to actual service oriented company The rest four
elements (product price promotion place) were existing before as traditional marketing mix
for all types of businesses So the element ―Processes uncovers with questions number 4 and
6 From the graphs it is obvious that students are satisfied with this marketing mix This gives
university strong point in attracting students Call email handling Information system
functionality and other bureaucratic functions work sufficiently well 22 students rated
callemail handling as positive Usage and convenience of different MU functional processes
are also positively appreciated with 13 students for convenience and 15 for usefulness From
this data it can be clearly stated that students do rely on effective functions of MU
Element ―People is identified in questions 5 9 and 10 Question 5 gives information that
students do not mainly rely on ―People element while choosing MU 9 students did not
analyze any information about professionalism of university teaching staff Meanwhile the
main factor on what students pay attention is academic experience of teachers But answers
for the questions 9 and 10 gives a tendency that students do rate criteria ―Professionalism of
teachers high but actually they give lower score for this actual criteria in question number
10 In question number 5 students chose different aspects of professionalism of teachers as a
criteria to enter MU Total score for professionalism aspects is 4+4+5+10+4=27 Also in
question number 9 criteria ―strong academic staff accumulates 17 points (it is taken only 4
and 5 levels of importance) But in question number 10 only students give only ten points for
―faculty as a sufficient service provided by MU It can be assumed that students had higher
expectation before entering into university that they have got
Element ―Physical evidence is seen as not important for respondents Graph for question
number 7 shows that 69 of students did not check elements of ―Physical evidence Also
majority of students rate university facilities as ―Good with opportunity to select ―Excellent
46
status (in question number 8) On the other hand students rate university accommodation and
research environment as high enough (question number 10) It can be concluded that during
the process of choosing university students do not rely heavily on ―Physical evidence But
they did get reasonable service in ―Physical evidence while studying in MU
Second research question states ―Does the possibility of domestic market employability
after graduation plays the key role for choosing MU After analysis of relevant graphs and
tables it became clear that this factor (possibility to get employed) is very important for
students So question number 9 gets the highest score (16) for criteria in choosing MU ndash
―ability to get employment in home country and also high score for ―worldwide acceptable
diploma Even though students rate possibility to get employed as the highest criteria to
enter MU 39 of students are not sure or don not think they will obtain high paid job back
home Here is the point to work for MU administration Students rely on high standard
European education and English language education as a key criterion for being confident in
getting well paid job (question number 15)
The data analysis process constitutes the following
1 MU has convenient and useful bureaucratic functions which are considered as a strong
point in delivering knowledge without obstacles It is difficult to identify the level of
―processes in organization but some points can be highlighted in promotion materials It can
be description of functionality of Information System or description of easy courses
registration
2 Element ―People has deviation in what is expected and what is delivered Students
have a bit higher expectations on the level of teaching staff experience and competence It is
recommended to do a deeper research on the reasons for this deviation But for now it can be
decided to arrange seminars or trainings for teacher to improve their marketing knowledge
and explain commercial tendency in market of high education
3 University ―Physical evidence is has strong rate of sufficiency The only problem that
students do not feel need to pay attention on this element Here MU administration should put
accent on Including pictures of libraries with free Wi-fi canteens computer labs which have
good and pleasant conditions
4 The most important criteria for students to choose MU is high possibility to get
employed at home But this perspective lacks consistency because there is significant amount
of students who remain uncertain in the future employability This gap can be solved by
successful decision making of three elements above ―People ―Processes and ―Physical
47
evidence But it is recommended to conduct further survey questioning the reasons of
students` uncertainty in future employability Maybe the reason is not related to some weak
points in marketing mix but the problem in home countries itself (political instability
nepotism etc)
To sum up the general situation in four factors mentioned above ―processes should be
promoted to international students as a smooth tool in obtaining degree ―people should go
through training on how to deliver lecture in contemporary commercial world of high
education market ―physical evidence should be mentioned in promotion of MU ―student
employability will be interrelated with ―people plus MU has to install closer relationship
with international companies (internships provision seminars with company representatives
professional lectures from leading companies etc)
Secondary information has also a great help in increasing university attractiveness
Viral marketing can be applied to MU because question number 11 shows that internet search
engine is a key tool how students found about MU There is a video of experience Brno life
among Erasmus Students which can be remade as a good promotion video of student life on
campus For Masaryk University very effective tool will be Google Analytics giving a wide
scope of techniques on how to track differentiate and analyze visitors ―Google Analytics is
the enterprise-class web analytics solution that gives rich insights into the website traffic and
marketing effectiveness Powerful flexible and easy-to-use features now give opportunity to
see and analyze your traffic data in an entirely new way With Google Analytics it is easier to
write better-targeted ads strengthen marketing initiatives and create higher converting
websites (Google Analytics website)
In general MU marketing politics should involve techniques mentioned by Jarvis J in his
book ―What Would Google Do Companies must learn that they are better off when they
cede control to their customers Give us control we will use it and you will win
Also it is important to read blogs There are search engines for blogs like Technorati
Icerocket Google Bloglines Pub-sub where MU marketing officials can search for MU
discussion groups or some topics
MU officials should constantly maintain ―conversation with current students It is a good
idea to start communication with those bloggers who care enough to talk about MU products
and service and brand The least MU officials can do is engage them and join the
conversation Even further step can be done Ask consumers what they think MU
48
administration should do MU will end up with better products and do a better job selling
them to more satisfied customers who can even help each other if MU officials let them
Next it will be effective to start university blog where students openly and forthrightly
share the problems and the solutions as they occur There is no reason why a university dean
should not open a direct conversation with the public That will do more to change the
culturemdashto finally make it customer-focused and mean itmdashthan a dozen consultants a
hundred off- sites or a million ad impressions
During of development process of some programs or anything in university it is better to
involve students in this process also
The last but not the least is links on the website of MU There are three links on the ESF
faculty One of them is ―Review of economic perspectives ―call for papers and Citi Bank
banner There should be more links to Headhunters conferences industry associations
current job opportunities etc This gives website alive image and helpful time spending
49
CONCLUSION
This study has been conducted in favor of future Masaryk University prosperity in the
current commercial world Researcher had a strong motivation to give helpful secondary and
primary information which will foster university educational process in the frames of
contemporary world
Of course any research comes up with further recommendations to analyze questionable
matters in results obtained Researcher believes that this work is just another step to constant
need of self-improvement
Researcher advices to put more accent on IT support to promote university image and
therefore increate its attractiveness (Harry Hayward 2011) mentioned that 80 million hours
of video loaded to YouTube every minute So there is high potential for promotion Viral
video of MU will hit several aspects of university improvement brand product suite
differentiation lifestyle according to Dr DJToncich Apart of that it is recommended to
build system of values believes and attitudes among students and university staff and
promote this in the future According to Dr Mark Putman it is essential nowadays to educate
university staff about strategic role of marketing and branding Website analytics would be
useful for measurement and marketing analysis Search optimization engine is another tool on
how to maintain university webpage in the top 10 results in Google chrome or other web
search engines On YouTube there is option to post advertisement of a company only in the
videos which are related to the sphere of products or services company offer So MU might
sign a contract of including its advertisement on videos which has key words as ―education
―high ―in English etc
According to primary data obtained it is obvious that several aspects in MU marketing
mix do not match high criteria among students Once one factor ―People would be solved
through trainings and constant updating knowledge of personnel another interrelated problem
will be offset ndash ―Employability But there is no any research done on interdependence of
these two factors so for further analysis of situation another research should be taken The
main purpose of this research would be identification of cause and effect linkages between
50
―People ―Employability and other factors which influence studentslsquo ability to get high paid
job back home And there are a lot of those factors starting from political situation in the
country to the level of corruption and nepotism
MU has potential to improve its educational process as we do the students because we are
the main customers for our university But one thing should not be forgotten and it is
companies which have strong notion about reality in one or another specialization That is
why my last advice for Masaryk University is to appeal as a liaison entity between students
and companies
51
REFERENCES
Barabba Vincent P Zaltman Gerald 1991 ―Hearing the Voice of the Market Competitive
Advantage Through Creative Use of Market Information Chapter 5
Conway Tony Stephen Mackay David Yorke (1994) Strategic Planning in Higher
Education Who Are the Customers International Journal of Educational Management
Vol 8 Iss 6 pp29 ndash 36
Cooper Donald R Schindler Pamela S 2003 ―Business research methods 8th ed
Dillman Don A 2000 ―Mail and Internet Surveys The Tailored Design Method 2nd
Edition New York
Dekeba Alemayehu 2003 ―Basic of Marketing Research Methods
URL httpwwwglobuszcomebooksMarketingResearchindexhtm
Hemsley-Brown JV and Oplatka I2006 Universities in a competitive global marketplace
a systematic review of the literature on higher education marketinglsquo International Journal
of Public Sector Management Vol 19 No 4 pp 316-338
Harry Hayward ―The power of digital storytelling 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Hair Joseph F - Bush Robert P - Ortinau David J ―Marketing research within a changing
information environment 3rd ed2006
Hsuan-Fu Ho Chia-Chi Hung Marketing mix formulation for higher education An
integrated analysis employing analytic hierarchy process cluster analysis and
correspondence analysis International Journal of Educational Management Vol 2 Iss
4 2008
Jarowski Ajay K Kohli and Arvind Sahay 2000 ―Market ndash Driven Versus Driving
Markets Journal of the Academy of Marketing Science 45-54
Johnson Bob ―Mobile marketing in higher education getting ready for 1012 and beyond
2011
URLhttpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Jarvis J ―What Would Google Do Adobe Acrobat eBook Reader 2008
52
Jonathan Ivy A new higher education marketing mix the 7Ps for MBA marketing
International Journal of Educational Management Vol 22 Iss 4 2008
Kotler Philip Fox Karen FA 1985 Strategic Marketing for Educational Institutions
Mora Michaela ―What Is Statistical Significance 2011
URL httprelevantinsightscomtagsample-size
Nha Nguyen Gaston LeBlanc 2001 Image and Reputation of Higher Education Institutions
in Studentslsquo Retention Decisions International Journal of Educational Management
Vol 15 Iss 6
URL httpwwwemeraldinsightcomjournalshtmarticleid=838798amp
Oppenheim ldquoQuestionnaire Design Interviewing and Attitude Measurementrdquo 1992
Oud Jacqueline 2004 ―Market research versus marketing research
Pimpa Nattavud 2003 ―Internationalization and trade in higher education opportunities and
challenges
Putnam Mark ―Do you drive the agenda or go along for the ride 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Rakhee Vyas Anne L Souchon 2003 Symbolic Use of Export Information A
Multidisciplinary Approach to Conceptual Development and Key Consequences
International Marketing Review Vol 20 Iss 1 pp67 ndash 94
URL httpwwwemeraldinsightcomjournalshtmarticleid=855530
Rich Lyons ―Authentic branding how creating a school brand with culture and curriculum
just might help save us 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Robert S Michael ―Inquiry amp Scientific Method 2002
URL httpwwwindianaedu~educy520sec5982week_1inquiry_sci_method02pdf
Rodriguez G ―5 Questions to Help You Understand Your Customer 2004
URL httpwwwpowerhomebizcomvol146customerhtm
Sekaran Uma Bougie Johan Roger Gisbert2009 ―Research Methods for Business a Skill
Building Approach 5th ed
Singleton Royce A Jr and Bruce C Straits 1999 Approaches to Social Research (3rd
Edition) New York Oxford University Press
Smith Scott M Albaum Gerald S 2005 ―Fundamentals of Marketing Research
Snyder Bruce ―Maximizing the power of web analytics 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Toncich ―Study and Learning in the Australian University System
53
URL httpwwwdoctorteenetfilesunibook04_ppdf
WEBSITES
Experiment-Resourcescom ―Comparing Quantitative and Qualitative Research 2009
URL wwwexperiment-resourcescomquantitative-and-qualitative-researchhtml
Higher Education Marketing Company Canada
URL httpwwwhigher-education-marketingcomcontact
Google Analytics website
URL httpwwwgooglecomintlenanalytics
54
Appendix A Questionnaire
Dear respondent this questionnaire is created in terms of Master`s degree diploma thesis The main goal of
this survey is to improve Masaryk University attractiveness by deriving the reasons for choosing Masaryk
University in obtaining a degree The answers will be kept as confidential and would not be used in any
other purposes other than for this research If you would have any questions regarding the results of this
survey please contact me
Ilya Shaiderov (380502mailmunicz)
Thank you for your cooperation
1 Are you a current or prospective student ____________________
2 What specialization you are obtaining or intend to obtain in MU ____________________
3 Please specify your country of origin ____________________
4 Please rate the level of handling your first phone callemail inquiry by MU staff (only if it is
applicable to your case)
1 2 3 4 5
5 While considering MU as an option to study what criteria did (do) you analyze to check
professionalism of university teaching staff (you may choose several options)
a Number of courses teachers offer
b Quantity of publication of teachers
c Work experience in business sphere
d Academic Experience
e Professional title in business
f I didn`t analyze any information about academic staff in MU
No response
Insufficient response
Sufficient enough
Completely sufficient with additional information
Completely sufficient
55
6 (Only for current students) Could you characterize the process of courses registration usage of IS
system and other administrative and bureaucratic functions of university (please choose one in each
scale)
Convenience
1 2 3 4 5
Usage
1 2 3 4 5
7 (For both current and prospective students) While choosing MU did (do) you check quantity of
books in university library accessibility of electronic databases new editions of study materials
overall quality of library
Yes
No
8 (Only for current students) Please rate MU facilities (buildings classrooms computer labs etc) on
the matter of ―comfortability
1 2 3 4 5
Excellent Good Sufficient Not enough Bad
Completely Convenient
Rather Convenient
Convenient Rather Inconvenient
Completely Inconvenient
Completely Useful
Rather Useful
Useful Rather Useless
Completely Useless
56
9 (For both current and prospective students) How do you rate the following factors as criteria for
choosing MU (1- least important 5 ndash most important)
a Ability to get employment in home country
b Strong academic staff
c Excellent laboratory facilities
d Library facilities
e Worldwide acceptable diploma
10 Please choose (mark ―V) services that MU sufficiently provides to you as a student (in case you
are prospective student - should be provided)
___ Reasonable accommodation (covered by student)
___ The number of modules in the degree and big variety of elective courses
___ Student exchange programs
___ Research environment (sufficient up to date study materials computer labs laboratories etc)
___ Small class sizes
___ Internship possibility
___ Faculty (profound selection of PhD and profession specialists)
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
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n
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3
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y
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e
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o
r
t
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e
4
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y
p
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n
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o
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5
[
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o
r
1 2
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t
4
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r
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d
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o
5
[
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t
o
1 2
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y
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a
q
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f
r
o
m
t
h
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d
o
c
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n
t
o
3
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y
p
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a
q
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f
r
o
m
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d
o
c
u
m
e
n
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o
r
4
T
y
p
e
a
q
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o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
5
[
T
y
p
e
a
q
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o
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f
r
o
m
t
h
e
d
o
c
u
m
e
n
1 2
T
y
p
e
a
q
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o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
3
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y
p
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a
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t
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f
r
o
m
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d
o
c
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m
e
n
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o
4
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y
p
e
a
q
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o
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e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
5
[
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
3
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
4
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
5
[
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
57
11 From what source you first found out about Masaryk University
a Website search engine
b Advice of friends parents etc
c TV
d Newspaper please specify____________
e Journals please specify____________
f Billboards
g Website banners please specify website_______________
h Other source__________________________
12 (Only for current students) If you had do it over again would you still choose MU If not please
specify why
a Yes
b Not sure
c Probably would
d Probably would not (please specify why)
__________________________________________________________________________________
__________________________________________________________________________________
________________________________________________________________
13 (Only for current students) Please describe your level of general satisfaction with university
a Not satisfied at all
b Neutral
c Satisfied
d Very satisfied
58
14 (For both current and prospective students) Do you think MU degree will help you to get above
average salary in your home country
a No b Probably not c Not sure d Probably yes c Yes
15 If you think that MU degree helps to get well paid job in your home country what might be
reasons for that (more than one reason can be selected)
a High standard European education d Possibility to pass internship in Europe
b Degree specialization choice e Other_________________________
c Education in English language
44
position 38 replied as ―probably yes 35 answered as ―not sure and 4 answered
―probably not So around 61 of respondents feel positive about successful employment
back home the rest are not that confident
Graph 8 ―Employability element
Graph 9 ―Employability element second question
If respondents replied positively on 14th
question then they were asked to state the reason
for this As it can be seen above high standard European education is playing a key role for
successful employment Also the rest of options have high scores too
45
RESEARCH REPORT
In the purpose of survey it was essential to understand which of three elements in
marketing mix (―People ―Processes and ―Physical evidence) students rely more and
therefore less while choosing MU According to study made in South Africa by Jonathan Ivy
there are seven elements in marketing mix which all equally important for improving
company attractiveness in service business Researcher of this study picked three out of
seven because they more closely respond to actual service oriented company The rest four
elements (product price promotion place) were existing before as traditional marketing mix
for all types of businesses So the element ―Processes uncovers with questions number 4 and
6 From the graphs it is obvious that students are satisfied with this marketing mix This gives
university strong point in attracting students Call email handling Information system
functionality and other bureaucratic functions work sufficiently well 22 students rated
callemail handling as positive Usage and convenience of different MU functional processes
are also positively appreciated with 13 students for convenience and 15 for usefulness From
this data it can be clearly stated that students do rely on effective functions of MU
Element ―People is identified in questions 5 9 and 10 Question 5 gives information that
students do not mainly rely on ―People element while choosing MU 9 students did not
analyze any information about professionalism of university teaching staff Meanwhile the
main factor on what students pay attention is academic experience of teachers But answers
for the questions 9 and 10 gives a tendency that students do rate criteria ―Professionalism of
teachers high but actually they give lower score for this actual criteria in question number
10 In question number 5 students chose different aspects of professionalism of teachers as a
criteria to enter MU Total score for professionalism aspects is 4+4+5+10+4=27 Also in
question number 9 criteria ―strong academic staff accumulates 17 points (it is taken only 4
and 5 levels of importance) But in question number 10 only students give only ten points for
―faculty as a sufficient service provided by MU It can be assumed that students had higher
expectation before entering into university that they have got
Element ―Physical evidence is seen as not important for respondents Graph for question
number 7 shows that 69 of students did not check elements of ―Physical evidence Also
majority of students rate university facilities as ―Good with opportunity to select ―Excellent
46
status (in question number 8) On the other hand students rate university accommodation and
research environment as high enough (question number 10) It can be concluded that during
the process of choosing university students do not rely heavily on ―Physical evidence But
they did get reasonable service in ―Physical evidence while studying in MU
Second research question states ―Does the possibility of domestic market employability
after graduation plays the key role for choosing MU After analysis of relevant graphs and
tables it became clear that this factor (possibility to get employed) is very important for
students So question number 9 gets the highest score (16) for criteria in choosing MU ndash
―ability to get employment in home country and also high score for ―worldwide acceptable
diploma Even though students rate possibility to get employed as the highest criteria to
enter MU 39 of students are not sure or don not think they will obtain high paid job back
home Here is the point to work for MU administration Students rely on high standard
European education and English language education as a key criterion for being confident in
getting well paid job (question number 15)
The data analysis process constitutes the following
1 MU has convenient and useful bureaucratic functions which are considered as a strong
point in delivering knowledge without obstacles It is difficult to identify the level of
―processes in organization but some points can be highlighted in promotion materials It can
be description of functionality of Information System or description of easy courses
registration
2 Element ―People has deviation in what is expected and what is delivered Students
have a bit higher expectations on the level of teaching staff experience and competence It is
recommended to do a deeper research on the reasons for this deviation But for now it can be
decided to arrange seminars or trainings for teacher to improve their marketing knowledge
and explain commercial tendency in market of high education
3 University ―Physical evidence is has strong rate of sufficiency The only problem that
students do not feel need to pay attention on this element Here MU administration should put
accent on Including pictures of libraries with free Wi-fi canteens computer labs which have
good and pleasant conditions
4 The most important criteria for students to choose MU is high possibility to get
employed at home But this perspective lacks consistency because there is significant amount
of students who remain uncertain in the future employability This gap can be solved by
successful decision making of three elements above ―People ―Processes and ―Physical
47
evidence But it is recommended to conduct further survey questioning the reasons of
students` uncertainty in future employability Maybe the reason is not related to some weak
points in marketing mix but the problem in home countries itself (political instability
nepotism etc)
To sum up the general situation in four factors mentioned above ―processes should be
promoted to international students as a smooth tool in obtaining degree ―people should go
through training on how to deliver lecture in contemporary commercial world of high
education market ―physical evidence should be mentioned in promotion of MU ―student
employability will be interrelated with ―people plus MU has to install closer relationship
with international companies (internships provision seminars with company representatives
professional lectures from leading companies etc)
Secondary information has also a great help in increasing university attractiveness
Viral marketing can be applied to MU because question number 11 shows that internet search
engine is a key tool how students found about MU There is a video of experience Brno life
among Erasmus Students which can be remade as a good promotion video of student life on
campus For Masaryk University very effective tool will be Google Analytics giving a wide
scope of techniques on how to track differentiate and analyze visitors ―Google Analytics is
the enterprise-class web analytics solution that gives rich insights into the website traffic and
marketing effectiveness Powerful flexible and easy-to-use features now give opportunity to
see and analyze your traffic data in an entirely new way With Google Analytics it is easier to
write better-targeted ads strengthen marketing initiatives and create higher converting
websites (Google Analytics website)
In general MU marketing politics should involve techniques mentioned by Jarvis J in his
book ―What Would Google Do Companies must learn that they are better off when they
cede control to their customers Give us control we will use it and you will win
Also it is important to read blogs There are search engines for blogs like Technorati
Icerocket Google Bloglines Pub-sub where MU marketing officials can search for MU
discussion groups or some topics
MU officials should constantly maintain ―conversation with current students It is a good
idea to start communication with those bloggers who care enough to talk about MU products
and service and brand The least MU officials can do is engage them and join the
conversation Even further step can be done Ask consumers what they think MU
48
administration should do MU will end up with better products and do a better job selling
them to more satisfied customers who can even help each other if MU officials let them
Next it will be effective to start university blog where students openly and forthrightly
share the problems and the solutions as they occur There is no reason why a university dean
should not open a direct conversation with the public That will do more to change the
culturemdashto finally make it customer-focused and mean itmdashthan a dozen consultants a
hundred off- sites or a million ad impressions
During of development process of some programs or anything in university it is better to
involve students in this process also
The last but not the least is links on the website of MU There are three links on the ESF
faculty One of them is ―Review of economic perspectives ―call for papers and Citi Bank
banner There should be more links to Headhunters conferences industry associations
current job opportunities etc This gives website alive image and helpful time spending
49
CONCLUSION
This study has been conducted in favor of future Masaryk University prosperity in the
current commercial world Researcher had a strong motivation to give helpful secondary and
primary information which will foster university educational process in the frames of
contemporary world
Of course any research comes up with further recommendations to analyze questionable
matters in results obtained Researcher believes that this work is just another step to constant
need of self-improvement
Researcher advices to put more accent on IT support to promote university image and
therefore increate its attractiveness (Harry Hayward 2011) mentioned that 80 million hours
of video loaded to YouTube every minute So there is high potential for promotion Viral
video of MU will hit several aspects of university improvement brand product suite
differentiation lifestyle according to Dr DJToncich Apart of that it is recommended to
build system of values believes and attitudes among students and university staff and
promote this in the future According to Dr Mark Putman it is essential nowadays to educate
university staff about strategic role of marketing and branding Website analytics would be
useful for measurement and marketing analysis Search optimization engine is another tool on
how to maintain university webpage in the top 10 results in Google chrome or other web
search engines On YouTube there is option to post advertisement of a company only in the
videos which are related to the sphere of products or services company offer So MU might
sign a contract of including its advertisement on videos which has key words as ―education
―high ―in English etc
According to primary data obtained it is obvious that several aspects in MU marketing
mix do not match high criteria among students Once one factor ―People would be solved
through trainings and constant updating knowledge of personnel another interrelated problem
will be offset ndash ―Employability But there is no any research done on interdependence of
these two factors so for further analysis of situation another research should be taken The
main purpose of this research would be identification of cause and effect linkages between
50
―People ―Employability and other factors which influence studentslsquo ability to get high paid
job back home And there are a lot of those factors starting from political situation in the
country to the level of corruption and nepotism
MU has potential to improve its educational process as we do the students because we are
the main customers for our university But one thing should not be forgotten and it is
companies which have strong notion about reality in one or another specialization That is
why my last advice for Masaryk University is to appeal as a liaison entity between students
and companies
51
REFERENCES
Barabba Vincent P Zaltman Gerald 1991 ―Hearing the Voice of the Market Competitive
Advantage Through Creative Use of Market Information Chapter 5
Conway Tony Stephen Mackay David Yorke (1994) Strategic Planning in Higher
Education Who Are the Customers International Journal of Educational Management
Vol 8 Iss 6 pp29 ndash 36
Cooper Donald R Schindler Pamela S 2003 ―Business research methods 8th ed
Dillman Don A 2000 ―Mail and Internet Surveys The Tailored Design Method 2nd
Edition New York
Dekeba Alemayehu 2003 ―Basic of Marketing Research Methods
URL httpwwwglobuszcomebooksMarketingResearchindexhtm
Hemsley-Brown JV and Oplatka I2006 Universities in a competitive global marketplace
a systematic review of the literature on higher education marketinglsquo International Journal
of Public Sector Management Vol 19 No 4 pp 316-338
Harry Hayward ―The power of digital storytelling 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Hair Joseph F - Bush Robert P - Ortinau David J ―Marketing research within a changing
information environment 3rd ed2006
Hsuan-Fu Ho Chia-Chi Hung Marketing mix formulation for higher education An
integrated analysis employing analytic hierarchy process cluster analysis and
correspondence analysis International Journal of Educational Management Vol 2 Iss
4 2008
Jarowski Ajay K Kohli and Arvind Sahay 2000 ―Market ndash Driven Versus Driving
Markets Journal of the Academy of Marketing Science 45-54
Johnson Bob ―Mobile marketing in higher education getting ready for 1012 and beyond
2011
URLhttpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Jarvis J ―What Would Google Do Adobe Acrobat eBook Reader 2008
52
Jonathan Ivy A new higher education marketing mix the 7Ps for MBA marketing
International Journal of Educational Management Vol 22 Iss 4 2008
Kotler Philip Fox Karen FA 1985 Strategic Marketing for Educational Institutions
Mora Michaela ―What Is Statistical Significance 2011
URL httprelevantinsightscomtagsample-size
Nha Nguyen Gaston LeBlanc 2001 Image and Reputation of Higher Education Institutions
in Studentslsquo Retention Decisions International Journal of Educational Management
Vol 15 Iss 6
URL httpwwwemeraldinsightcomjournalshtmarticleid=838798amp
Oppenheim ldquoQuestionnaire Design Interviewing and Attitude Measurementrdquo 1992
Oud Jacqueline 2004 ―Market research versus marketing research
Pimpa Nattavud 2003 ―Internationalization and trade in higher education opportunities and
challenges
Putnam Mark ―Do you drive the agenda or go along for the ride 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Rakhee Vyas Anne L Souchon 2003 Symbolic Use of Export Information A
Multidisciplinary Approach to Conceptual Development and Key Consequences
International Marketing Review Vol 20 Iss 1 pp67 ndash 94
URL httpwwwemeraldinsightcomjournalshtmarticleid=855530
Rich Lyons ―Authentic branding how creating a school brand with culture and curriculum
just might help save us 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Robert S Michael ―Inquiry amp Scientific Method 2002
URL httpwwwindianaedu~educy520sec5982week_1inquiry_sci_method02pdf
Rodriguez G ―5 Questions to Help You Understand Your Customer 2004
URL httpwwwpowerhomebizcomvol146customerhtm
Sekaran Uma Bougie Johan Roger Gisbert2009 ―Research Methods for Business a Skill
Building Approach 5th ed
Singleton Royce A Jr and Bruce C Straits 1999 Approaches to Social Research (3rd
Edition) New York Oxford University Press
Smith Scott M Albaum Gerald S 2005 ―Fundamentals of Marketing Research
Snyder Bruce ―Maximizing the power of web analytics 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Toncich ―Study and Learning in the Australian University System
53
URL httpwwwdoctorteenetfilesunibook04_ppdf
WEBSITES
Experiment-Resourcescom ―Comparing Quantitative and Qualitative Research 2009
URL wwwexperiment-resourcescomquantitative-and-qualitative-researchhtml
Higher Education Marketing Company Canada
URL httpwwwhigher-education-marketingcomcontact
Google Analytics website
URL httpwwwgooglecomintlenanalytics
54
Appendix A Questionnaire
Dear respondent this questionnaire is created in terms of Master`s degree diploma thesis The main goal of
this survey is to improve Masaryk University attractiveness by deriving the reasons for choosing Masaryk
University in obtaining a degree The answers will be kept as confidential and would not be used in any
other purposes other than for this research If you would have any questions regarding the results of this
survey please contact me
Ilya Shaiderov (380502mailmunicz)
Thank you for your cooperation
1 Are you a current or prospective student ____________________
2 What specialization you are obtaining or intend to obtain in MU ____________________
3 Please specify your country of origin ____________________
4 Please rate the level of handling your first phone callemail inquiry by MU staff (only if it is
applicable to your case)
1 2 3 4 5
5 While considering MU as an option to study what criteria did (do) you analyze to check
professionalism of university teaching staff (you may choose several options)
a Number of courses teachers offer
b Quantity of publication of teachers
c Work experience in business sphere
d Academic Experience
e Professional title in business
f I didn`t analyze any information about academic staff in MU
No response
Insufficient response
Sufficient enough
Completely sufficient with additional information
Completely sufficient
55
6 (Only for current students) Could you characterize the process of courses registration usage of IS
system and other administrative and bureaucratic functions of university (please choose one in each
scale)
Convenience
1 2 3 4 5
Usage
1 2 3 4 5
7 (For both current and prospective students) While choosing MU did (do) you check quantity of
books in university library accessibility of electronic databases new editions of study materials
overall quality of library
Yes
No
8 (Only for current students) Please rate MU facilities (buildings classrooms computer labs etc) on
the matter of ―comfortability
1 2 3 4 5
Excellent Good Sufficient Not enough Bad
Completely Convenient
Rather Convenient
Convenient Rather Inconvenient
Completely Inconvenient
Completely Useful
Rather Useful
Useful Rather Useless
Completely Useless
56
9 (For both current and prospective students) How do you rate the following factors as criteria for
choosing MU (1- least important 5 ndash most important)
a Ability to get employment in home country
b Strong academic staff
c Excellent laboratory facilities
d Library facilities
e Worldwide acceptable diploma
10 Please choose (mark ―V) services that MU sufficiently provides to you as a student (in case you
are prospective student - should be provided)
___ Reasonable accommodation (covered by student)
___ The number of modules in the degree and big variety of elective courses
___ Student exchange programs
___ Research environment (sufficient up to date study materials computer labs laboratories etc)
___ Small class sizes
___ Internship possibility
___ Faculty (profound selection of PhD and profession specialists)
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
r
t
3
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
r
t
h
e
4
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
r
t
5
[
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
r
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
r
3
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
r
t
4
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
5
[
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
3
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
r
4
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
5
[
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
3
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
4
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
5
[
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
3
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
4
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
5
[
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
57
11 From what source you first found out about Masaryk University
a Website search engine
b Advice of friends parents etc
c TV
d Newspaper please specify____________
e Journals please specify____________
f Billboards
g Website banners please specify website_______________
h Other source__________________________
12 (Only for current students) If you had do it over again would you still choose MU If not please
specify why
a Yes
b Not sure
c Probably would
d Probably would not (please specify why)
__________________________________________________________________________________
__________________________________________________________________________________
________________________________________________________________
13 (Only for current students) Please describe your level of general satisfaction with university
a Not satisfied at all
b Neutral
c Satisfied
d Very satisfied
58
14 (For both current and prospective students) Do you think MU degree will help you to get above
average salary in your home country
a No b Probably not c Not sure d Probably yes c Yes
15 If you think that MU degree helps to get well paid job in your home country what might be
reasons for that (more than one reason can be selected)
a High standard European education d Possibility to pass internship in Europe
b Degree specialization choice e Other_________________________
c Education in English language
45
RESEARCH REPORT
In the purpose of survey it was essential to understand which of three elements in
marketing mix (―People ―Processes and ―Physical evidence) students rely more and
therefore less while choosing MU According to study made in South Africa by Jonathan Ivy
there are seven elements in marketing mix which all equally important for improving
company attractiveness in service business Researcher of this study picked three out of
seven because they more closely respond to actual service oriented company The rest four
elements (product price promotion place) were existing before as traditional marketing mix
for all types of businesses So the element ―Processes uncovers with questions number 4 and
6 From the graphs it is obvious that students are satisfied with this marketing mix This gives
university strong point in attracting students Call email handling Information system
functionality and other bureaucratic functions work sufficiently well 22 students rated
callemail handling as positive Usage and convenience of different MU functional processes
are also positively appreciated with 13 students for convenience and 15 for usefulness From
this data it can be clearly stated that students do rely on effective functions of MU
Element ―People is identified in questions 5 9 and 10 Question 5 gives information that
students do not mainly rely on ―People element while choosing MU 9 students did not
analyze any information about professionalism of university teaching staff Meanwhile the
main factor on what students pay attention is academic experience of teachers But answers
for the questions 9 and 10 gives a tendency that students do rate criteria ―Professionalism of
teachers high but actually they give lower score for this actual criteria in question number
10 In question number 5 students chose different aspects of professionalism of teachers as a
criteria to enter MU Total score for professionalism aspects is 4+4+5+10+4=27 Also in
question number 9 criteria ―strong academic staff accumulates 17 points (it is taken only 4
and 5 levels of importance) But in question number 10 only students give only ten points for
―faculty as a sufficient service provided by MU It can be assumed that students had higher
expectation before entering into university that they have got
Element ―Physical evidence is seen as not important for respondents Graph for question
number 7 shows that 69 of students did not check elements of ―Physical evidence Also
majority of students rate university facilities as ―Good with opportunity to select ―Excellent
46
status (in question number 8) On the other hand students rate university accommodation and
research environment as high enough (question number 10) It can be concluded that during
the process of choosing university students do not rely heavily on ―Physical evidence But
they did get reasonable service in ―Physical evidence while studying in MU
Second research question states ―Does the possibility of domestic market employability
after graduation plays the key role for choosing MU After analysis of relevant graphs and
tables it became clear that this factor (possibility to get employed) is very important for
students So question number 9 gets the highest score (16) for criteria in choosing MU ndash
―ability to get employment in home country and also high score for ―worldwide acceptable
diploma Even though students rate possibility to get employed as the highest criteria to
enter MU 39 of students are not sure or don not think they will obtain high paid job back
home Here is the point to work for MU administration Students rely on high standard
European education and English language education as a key criterion for being confident in
getting well paid job (question number 15)
The data analysis process constitutes the following
1 MU has convenient and useful bureaucratic functions which are considered as a strong
point in delivering knowledge without obstacles It is difficult to identify the level of
―processes in organization but some points can be highlighted in promotion materials It can
be description of functionality of Information System or description of easy courses
registration
2 Element ―People has deviation in what is expected and what is delivered Students
have a bit higher expectations on the level of teaching staff experience and competence It is
recommended to do a deeper research on the reasons for this deviation But for now it can be
decided to arrange seminars or trainings for teacher to improve their marketing knowledge
and explain commercial tendency in market of high education
3 University ―Physical evidence is has strong rate of sufficiency The only problem that
students do not feel need to pay attention on this element Here MU administration should put
accent on Including pictures of libraries with free Wi-fi canteens computer labs which have
good and pleasant conditions
4 The most important criteria for students to choose MU is high possibility to get
employed at home But this perspective lacks consistency because there is significant amount
of students who remain uncertain in the future employability This gap can be solved by
successful decision making of three elements above ―People ―Processes and ―Physical
47
evidence But it is recommended to conduct further survey questioning the reasons of
students` uncertainty in future employability Maybe the reason is not related to some weak
points in marketing mix but the problem in home countries itself (political instability
nepotism etc)
To sum up the general situation in four factors mentioned above ―processes should be
promoted to international students as a smooth tool in obtaining degree ―people should go
through training on how to deliver lecture in contemporary commercial world of high
education market ―physical evidence should be mentioned in promotion of MU ―student
employability will be interrelated with ―people plus MU has to install closer relationship
with international companies (internships provision seminars with company representatives
professional lectures from leading companies etc)
Secondary information has also a great help in increasing university attractiveness
Viral marketing can be applied to MU because question number 11 shows that internet search
engine is a key tool how students found about MU There is a video of experience Brno life
among Erasmus Students which can be remade as a good promotion video of student life on
campus For Masaryk University very effective tool will be Google Analytics giving a wide
scope of techniques on how to track differentiate and analyze visitors ―Google Analytics is
the enterprise-class web analytics solution that gives rich insights into the website traffic and
marketing effectiveness Powerful flexible and easy-to-use features now give opportunity to
see and analyze your traffic data in an entirely new way With Google Analytics it is easier to
write better-targeted ads strengthen marketing initiatives and create higher converting
websites (Google Analytics website)
In general MU marketing politics should involve techniques mentioned by Jarvis J in his
book ―What Would Google Do Companies must learn that they are better off when they
cede control to their customers Give us control we will use it and you will win
Also it is important to read blogs There are search engines for blogs like Technorati
Icerocket Google Bloglines Pub-sub where MU marketing officials can search for MU
discussion groups or some topics
MU officials should constantly maintain ―conversation with current students It is a good
idea to start communication with those bloggers who care enough to talk about MU products
and service and brand The least MU officials can do is engage them and join the
conversation Even further step can be done Ask consumers what they think MU
48
administration should do MU will end up with better products and do a better job selling
them to more satisfied customers who can even help each other if MU officials let them
Next it will be effective to start university blog where students openly and forthrightly
share the problems and the solutions as they occur There is no reason why a university dean
should not open a direct conversation with the public That will do more to change the
culturemdashto finally make it customer-focused and mean itmdashthan a dozen consultants a
hundred off- sites or a million ad impressions
During of development process of some programs or anything in university it is better to
involve students in this process also
The last but not the least is links on the website of MU There are three links on the ESF
faculty One of them is ―Review of economic perspectives ―call for papers and Citi Bank
banner There should be more links to Headhunters conferences industry associations
current job opportunities etc This gives website alive image and helpful time spending
49
CONCLUSION
This study has been conducted in favor of future Masaryk University prosperity in the
current commercial world Researcher had a strong motivation to give helpful secondary and
primary information which will foster university educational process in the frames of
contemporary world
Of course any research comes up with further recommendations to analyze questionable
matters in results obtained Researcher believes that this work is just another step to constant
need of self-improvement
Researcher advices to put more accent on IT support to promote university image and
therefore increate its attractiveness (Harry Hayward 2011) mentioned that 80 million hours
of video loaded to YouTube every minute So there is high potential for promotion Viral
video of MU will hit several aspects of university improvement brand product suite
differentiation lifestyle according to Dr DJToncich Apart of that it is recommended to
build system of values believes and attitudes among students and university staff and
promote this in the future According to Dr Mark Putman it is essential nowadays to educate
university staff about strategic role of marketing and branding Website analytics would be
useful for measurement and marketing analysis Search optimization engine is another tool on
how to maintain university webpage in the top 10 results in Google chrome or other web
search engines On YouTube there is option to post advertisement of a company only in the
videos which are related to the sphere of products or services company offer So MU might
sign a contract of including its advertisement on videos which has key words as ―education
―high ―in English etc
According to primary data obtained it is obvious that several aspects in MU marketing
mix do not match high criteria among students Once one factor ―People would be solved
through trainings and constant updating knowledge of personnel another interrelated problem
will be offset ndash ―Employability But there is no any research done on interdependence of
these two factors so for further analysis of situation another research should be taken The
main purpose of this research would be identification of cause and effect linkages between
50
―People ―Employability and other factors which influence studentslsquo ability to get high paid
job back home And there are a lot of those factors starting from political situation in the
country to the level of corruption and nepotism
MU has potential to improve its educational process as we do the students because we are
the main customers for our university But one thing should not be forgotten and it is
companies which have strong notion about reality in one or another specialization That is
why my last advice for Masaryk University is to appeal as a liaison entity between students
and companies
51
REFERENCES
Barabba Vincent P Zaltman Gerald 1991 ―Hearing the Voice of the Market Competitive
Advantage Through Creative Use of Market Information Chapter 5
Conway Tony Stephen Mackay David Yorke (1994) Strategic Planning in Higher
Education Who Are the Customers International Journal of Educational Management
Vol 8 Iss 6 pp29 ndash 36
Cooper Donald R Schindler Pamela S 2003 ―Business research methods 8th ed
Dillman Don A 2000 ―Mail and Internet Surveys The Tailored Design Method 2nd
Edition New York
Dekeba Alemayehu 2003 ―Basic of Marketing Research Methods
URL httpwwwglobuszcomebooksMarketingResearchindexhtm
Hemsley-Brown JV and Oplatka I2006 Universities in a competitive global marketplace
a systematic review of the literature on higher education marketinglsquo International Journal
of Public Sector Management Vol 19 No 4 pp 316-338
Harry Hayward ―The power of digital storytelling 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Hair Joseph F - Bush Robert P - Ortinau David J ―Marketing research within a changing
information environment 3rd ed2006
Hsuan-Fu Ho Chia-Chi Hung Marketing mix formulation for higher education An
integrated analysis employing analytic hierarchy process cluster analysis and
correspondence analysis International Journal of Educational Management Vol 2 Iss
4 2008
Jarowski Ajay K Kohli and Arvind Sahay 2000 ―Market ndash Driven Versus Driving
Markets Journal of the Academy of Marketing Science 45-54
Johnson Bob ―Mobile marketing in higher education getting ready for 1012 and beyond
2011
URLhttpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Jarvis J ―What Would Google Do Adobe Acrobat eBook Reader 2008
52
Jonathan Ivy A new higher education marketing mix the 7Ps for MBA marketing
International Journal of Educational Management Vol 22 Iss 4 2008
Kotler Philip Fox Karen FA 1985 Strategic Marketing for Educational Institutions
Mora Michaela ―What Is Statistical Significance 2011
URL httprelevantinsightscomtagsample-size
Nha Nguyen Gaston LeBlanc 2001 Image and Reputation of Higher Education Institutions
in Studentslsquo Retention Decisions International Journal of Educational Management
Vol 15 Iss 6
URL httpwwwemeraldinsightcomjournalshtmarticleid=838798amp
Oppenheim ldquoQuestionnaire Design Interviewing and Attitude Measurementrdquo 1992
Oud Jacqueline 2004 ―Market research versus marketing research
Pimpa Nattavud 2003 ―Internationalization and trade in higher education opportunities and
challenges
Putnam Mark ―Do you drive the agenda or go along for the ride 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Rakhee Vyas Anne L Souchon 2003 Symbolic Use of Export Information A
Multidisciplinary Approach to Conceptual Development and Key Consequences
International Marketing Review Vol 20 Iss 1 pp67 ndash 94
URL httpwwwemeraldinsightcomjournalshtmarticleid=855530
Rich Lyons ―Authentic branding how creating a school brand with culture and curriculum
just might help save us 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Robert S Michael ―Inquiry amp Scientific Method 2002
URL httpwwwindianaedu~educy520sec5982week_1inquiry_sci_method02pdf
Rodriguez G ―5 Questions to Help You Understand Your Customer 2004
URL httpwwwpowerhomebizcomvol146customerhtm
Sekaran Uma Bougie Johan Roger Gisbert2009 ―Research Methods for Business a Skill
Building Approach 5th ed
Singleton Royce A Jr and Bruce C Straits 1999 Approaches to Social Research (3rd
Edition) New York Oxford University Press
Smith Scott M Albaum Gerald S 2005 ―Fundamentals of Marketing Research
Snyder Bruce ―Maximizing the power of web analytics 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Toncich ―Study and Learning in the Australian University System
53
URL httpwwwdoctorteenetfilesunibook04_ppdf
WEBSITES
Experiment-Resourcescom ―Comparing Quantitative and Qualitative Research 2009
URL wwwexperiment-resourcescomquantitative-and-qualitative-researchhtml
Higher Education Marketing Company Canada
URL httpwwwhigher-education-marketingcomcontact
Google Analytics website
URL httpwwwgooglecomintlenanalytics
54
Appendix A Questionnaire
Dear respondent this questionnaire is created in terms of Master`s degree diploma thesis The main goal of
this survey is to improve Masaryk University attractiveness by deriving the reasons for choosing Masaryk
University in obtaining a degree The answers will be kept as confidential and would not be used in any
other purposes other than for this research If you would have any questions regarding the results of this
survey please contact me
Ilya Shaiderov (380502mailmunicz)
Thank you for your cooperation
1 Are you a current or prospective student ____________________
2 What specialization you are obtaining or intend to obtain in MU ____________________
3 Please specify your country of origin ____________________
4 Please rate the level of handling your first phone callemail inquiry by MU staff (only if it is
applicable to your case)
1 2 3 4 5
5 While considering MU as an option to study what criteria did (do) you analyze to check
professionalism of university teaching staff (you may choose several options)
a Number of courses teachers offer
b Quantity of publication of teachers
c Work experience in business sphere
d Academic Experience
e Professional title in business
f I didn`t analyze any information about academic staff in MU
No response
Insufficient response
Sufficient enough
Completely sufficient with additional information
Completely sufficient
55
6 (Only for current students) Could you characterize the process of courses registration usage of IS
system and other administrative and bureaucratic functions of university (please choose one in each
scale)
Convenience
1 2 3 4 5
Usage
1 2 3 4 5
7 (For both current and prospective students) While choosing MU did (do) you check quantity of
books in university library accessibility of electronic databases new editions of study materials
overall quality of library
Yes
No
8 (Only for current students) Please rate MU facilities (buildings classrooms computer labs etc) on
the matter of ―comfortability
1 2 3 4 5
Excellent Good Sufficient Not enough Bad
Completely Convenient
Rather Convenient
Convenient Rather Inconvenient
Completely Inconvenient
Completely Useful
Rather Useful
Useful Rather Useless
Completely Useless
56
9 (For both current and prospective students) How do you rate the following factors as criteria for
choosing MU (1- least important 5 ndash most important)
a Ability to get employment in home country
b Strong academic staff
c Excellent laboratory facilities
d Library facilities
e Worldwide acceptable diploma
10 Please choose (mark ―V) services that MU sufficiently provides to you as a student (in case you
are prospective student - should be provided)
___ Reasonable accommodation (covered by student)
___ The number of modules in the degree and big variety of elective courses
___ Student exchange programs
___ Research environment (sufficient up to date study materials computer labs laboratories etc)
___ Small class sizes
___ Internship possibility
___ Faculty (profound selection of PhD and profession specialists)
1 2
T
y
p
e
a
q
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o
t
e
f
r
o
m
t
h
e
d
o
c
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o
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3
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y
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e
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o
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m
57
11 From what source you first found out about Masaryk University
a Website search engine
b Advice of friends parents etc
c TV
d Newspaper please specify____________
e Journals please specify____________
f Billboards
g Website banners please specify website_______________
h Other source__________________________
12 (Only for current students) If you had do it over again would you still choose MU If not please
specify why
a Yes
b Not sure
c Probably would
d Probably would not (please specify why)
__________________________________________________________________________________
__________________________________________________________________________________
________________________________________________________________
13 (Only for current students) Please describe your level of general satisfaction with university
a Not satisfied at all
b Neutral
c Satisfied
d Very satisfied
58
14 (For both current and prospective students) Do you think MU degree will help you to get above
average salary in your home country
a No b Probably not c Not sure d Probably yes c Yes
15 If you think that MU degree helps to get well paid job in your home country what might be
reasons for that (more than one reason can be selected)
a High standard European education d Possibility to pass internship in Europe
b Degree specialization choice e Other_________________________
c Education in English language
46
status (in question number 8) On the other hand students rate university accommodation and
research environment as high enough (question number 10) It can be concluded that during
the process of choosing university students do not rely heavily on ―Physical evidence But
they did get reasonable service in ―Physical evidence while studying in MU
Second research question states ―Does the possibility of domestic market employability
after graduation plays the key role for choosing MU After analysis of relevant graphs and
tables it became clear that this factor (possibility to get employed) is very important for
students So question number 9 gets the highest score (16) for criteria in choosing MU ndash
―ability to get employment in home country and also high score for ―worldwide acceptable
diploma Even though students rate possibility to get employed as the highest criteria to
enter MU 39 of students are not sure or don not think they will obtain high paid job back
home Here is the point to work for MU administration Students rely on high standard
European education and English language education as a key criterion for being confident in
getting well paid job (question number 15)
The data analysis process constitutes the following
1 MU has convenient and useful bureaucratic functions which are considered as a strong
point in delivering knowledge without obstacles It is difficult to identify the level of
―processes in organization but some points can be highlighted in promotion materials It can
be description of functionality of Information System or description of easy courses
registration
2 Element ―People has deviation in what is expected and what is delivered Students
have a bit higher expectations on the level of teaching staff experience and competence It is
recommended to do a deeper research on the reasons for this deviation But for now it can be
decided to arrange seminars or trainings for teacher to improve their marketing knowledge
and explain commercial tendency in market of high education
3 University ―Physical evidence is has strong rate of sufficiency The only problem that
students do not feel need to pay attention on this element Here MU administration should put
accent on Including pictures of libraries with free Wi-fi canteens computer labs which have
good and pleasant conditions
4 The most important criteria for students to choose MU is high possibility to get
employed at home But this perspective lacks consistency because there is significant amount
of students who remain uncertain in the future employability This gap can be solved by
successful decision making of three elements above ―People ―Processes and ―Physical
47
evidence But it is recommended to conduct further survey questioning the reasons of
students` uncertainty in future employability Maybe the reason is not related to some weak
points in marketing mix but the problem in home countries itself (political instability
nepotism etc)
To sum up the general situation in four factors mentioned above ―processes should be
promoted to international students as a smooth tool in obtaining degree ―people should go
through training on how to deliver lecture in contemporary commercial world of high
education market ―physical evidence should be mentioned in promotion of MU ―student
employability will be interrelated with ―people plus MU has to install closer relationship
with international companies (internships provision seminars with company representatives
professional lectures from leading companies etc)
Secondary information has also a great help in increasing university attractiveness
Viral marketing can be applied to MU because question number 11 shows that internet search
engine is a key tool how students found about MU There is a video of experience Brno life
among Erasmus Students which can be remade as a good promotion video of student life on
campus For Masaryk University very effective tool will be Google Analytics giving a wide
scope of techniques on how to track differentiate and analyze visitors ―Google Analytics is
the enterprise-class web analytics solution that gives rich insights into the website traffic and
marketing effectiveness Powerful flexible and easy-to-use features now give opportunity to
see and analyze your traffic data in an entirely new way With Google Analytics it is easier to
write better-targeted ads strengthen marketing initiatives and create higher converting
websites (Google Analytics website)
In general MU marketing politics should involve techniques mentioned by Jarvis J in his
book ―What Would Google Do Companies must learn that they are better off when they
cede control to their customers Give us control we will use it and you will win
Also it is important to read blogs There are search engines for blogs like Technorati
Icerocket Google Bloglines Pub-sub where MU marketing officials can search for MU
discussion groups or some topics
MU officials should constantly maintain ―conversation with current students It is a good
idea to start communication with those bloggers who care enough to talk about MU products
and service and brand The least MU officials can do is engage them and join the
conversation Even further step can be done Ask consumers what they think MU
48
administration should do MU will end up with better products and do a better job selling
them to more satisfied customers who can even help each other if MU officials let them
Next it will be effective to start university blog where students openly and forthrightly
share the problems and the solutions as they occur There is no reason why a university dean
should not open a direct conversation with the public That will do more to change the
culturemdashto finally make it customer-focused and mean itmdashthan a dozen consultants a
hundred off- sites or a million ad impressions
During of development process of some programs or anything in university it is better to
involve students in this process also
The last but not the least is links on the website of MU There are three links on the ESF
faculty One of them is ―Review of economic perspectives ―call for papers and Citi Bank
banner There should be more links to Headhunters conferences industry associations
current job opportunities etc This gives website alive image and helpful time spending
49
CONCLUSION
This study has been conducted in favor of future Masaryk University prosperity in the
current commercial world Researcher had a strong motivation to give helpful secondary and
primary information which will foster university educational process in the frames of
contemporary world
Of course any research comes up with further recommendations to analyze questionable
matters in results obtained Researcher believes that this work is just another step to constant
need of self-improvement
Researcher advices to put more accent on IT support to promote university image and
therefore increate its attractiveness (Harry Hayward 2011) mentioned that 80 million hours
of video loaded to YouTube every minute So there is high potential for promotion Viral
video of MU will hit several aspects of university improvement brand product suite
differentiation lifestyle according to Dr DJToncich Apart of that it is recommended to
build system of values believes and attitudes among students and university staff and
promote this in the future According to Dr Mark Putman it is essential nowadays to educate
university staff about strategic role of marketing and branding Website analytics would be
useful for measurement and marketing analysis Search optimization engine is another tool on
how to maintain university webpage in the top 10 results in Google chrome or other web
search engines On YouTube there is option to post advertisement of a company only in the
videos which are related to the sphere of products or services company offer So MU might
sign a contract of including its advertisement on videos which has key words as ―education
―high ―in English etc
According to primary data obtained it is obvious that several aspects in MU marketing
mix do not match high criteria among students Once one factor ―People would be solved
through trainings and constant updating knowledge of personnel another interrelated problem
will be offset ndash ―Employability But there is no any research done on interdependence of
these two factors so for further analysis of situation another research should be taken The
main purpose of this research would be identification of cause and effect linkages between
50
―People ―Employability and other factors which influence studentslsquo ability to get high paid
job back home And there are a lot of those factors starting from political situation in the
country to the level of corruption and nepotism
MU has potential to improve its educational process as we do the students because we are
the main customers for our university But one thing should not be forgotten and it is
companies which have strong notion about reality in one or another specialization That is
why my last advice for Masaryk University is to appeal as a liaison entity between students
and companies
51
REFERENCES
Barabba Vincent P Zaltman Gerald 1991 ―Hearing the Voice of the Market Competitive
Advantage Through Creative Use of Market Information Chapter 5
Conway Tony Stephen Mackay David Yorke (1994) Strategic Planning in Higher
Education Who Are the Customers International Journal of Educational Management
Vol 8 Iss 6 pp29 ndash 36
Cooper Donald R Schindler Pamela S 2003 ―Business research methods 8th ed
Dillman Don A 2000 ―Mail and Internet Surveys The Tailored Design Method 2nd
Edition New York
Dekeba Alemayehu 2003 ―Basic of Marketing Research Methods
URL httpwwwglobuszcomebooksMarketingResearchindexhtm
Hemsley-Brown JV and Oplatka I2006 Universities in a competitive global marketplace
a systematic review of the literature on higher education marketinglsquo International Journal
of Public Sector Management Vol 19 No 4 pp 316-338
Harry Hayward ―The power of digital storytelling 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Hair Joseph F - Bush Robert P - Ortinau David J ―Marketing research within a changing
information environment 3rd ed2006
Hsuan-Fu Ho Chia-Chi Hung Marketing mix formulation for higher education An
integrated analysis employing analytic hierarchy process cluster analysis and
correspondence analysis International Journal of Educational Management Vol 2 Iss
4 2008
Jarowski Ajay K Kohli and Arvind Sahay 2000 ―Market ndash Driven Versus Driving
Markets Journal of the Academy of Marketing Science 45-54
Johnson Bob ―Mobile marketing in higher education getting ready for 1012 and beyond
2011
URLhttpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Jarvis J ―What Would Google Do Adobe Acrobat eBook Reader 2008
52
Jonathan Ivy A new higher education marketing mix the 7Ps for MBA marketing
International Journal of Educational Management Vol 22 Iss 4 2008
Kotler Philip Fox Karen FA 1985 Strategic Marketing for Educational Institutions
Mora Michaela ―What Is Statistical Significance 2011
URL httprelevantinsightscomtagsample-size
Nha Nguyen Gaston LeBlanc 2001 Image and Reputation of Higher Education Institutions
in Studentslsquo Retention Decisions International Journal of Educational Management
Vol 15 Iss 6
URL httpwwwemeraldinsightcomjournalshtmarticleid=838798amp
Oppenheim ldquoQuestionnaire Design Interviewing and Attitude Measurementrdquo 1992
Oud Jacqueline 2004 ―Market research versus marketing research
Pimpa Nattavud 2003 ―Internationalization and trade in higher education opportunities and
challenges
Putnam Mark ―Do you drive the agenda or go along for the ride 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Rakhee Vyas Anne L Souchon 2003 Symbolic Use of Export Information A
Multidisciplinary Approach to Conceptual Development and Key Consequences
International Marketing Review Vol 20 Iss 1 pp67 ndash 94
URL httpwwwemeraldinsightcomjournalshtmarticleid=855530
Rich Lyons ―Authentic branding how creating a school brand with culture and curriculum
just might help save us 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Robert S Michael ―Inquiry amp Scientific Method 2002
URL httpwwwindianaedu~educy520sec5982week_1inquiry_sci_method02pdf
Rodriguez G ―5 Questions to Help You Understand Your Customer 2004
URL httpwwwpowerhomebizcomvol146customerhtm
Sekaran Uma Bougie Johan Roger Gisbert2009 ―Research Methods for Business a Skill
Building Approach 5th ed
Singleton Royce A Jr and Bruce C Straits 1999 Approaches to Social Research (3rd
Edition) New York Oxford University Press
Smith Scott M Albaum Gerald S 2005 ―Fundamentals of Marketing Research
Snyder Bruce ―Maximizing the power of web analytics 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Toncich ―Study and Learning in the Australian University System
53
URL httpwwwdoctorteenetfilesunibook04_ppdf
WEBSITES
Experiment-Resourcescom ―Comparing Quantitative and Qualitative Research 2009
URL wwwexperiment-resourcescomquantitative-and-qualitative-researchhtml
Higher Education Marketing Company Canada
URL httpwwwhigher-education-marketingcomcontact
Google Analytics website
URL httpwwwgooglecomintlenanalytics
54
Appendix A Questionnaire
Dear respondent this questionnaire is created in terms of Master`s degree diploma thesis The main goal of
this survey is to improve Masaryk University attractiveness by deriving the reasons for choosing Masaryk
University in obtaining a degree The answers will be kept as confidential and would not be used in any
other purposes other than for this research If you would have any questions regarding the results of this
survey please contact me
Ilya Shaiderov (380502mailmunicz)
Thank you for your cooperation
1 Are you a current or prospective student ____________________
2 What specialization you are obtaining or intend to obtain in MU ____________________
3 Please specify your country of origin ____________________
4 Please rate the level of handling your first phone callemail inquiry by MU staff (only if it is
applicable to your case)
1 2 3 4 5
5 While considering MU as an option to study what criteria did (do) you analyze to check
professionalism of university teaching staff (you may choose several options)
a Number of courses teachers offer
b Quantity of publication of teachers
c Work experience in business sphere
d Academic Experience
e Professional title in business
f I didn`t analyze any information about academic staff in MU
No response
Insufficient response
Sufficient enough
Completely sufficient with additional information
Completely sufficient
55
6 (Only for current students) Could you characterize the process of courses registration usage of IS
system and other administrative and bureaucratic functions of university (please choose one in each
scale)
Convenience
1 2 3 4 5
Usage
1 2 3 4 5
7 (For both current and prospective students) While choosing MU did (do) you check quantity of
books in university library accessibility of electronic databases new editions of study materials
overall quality of library
Yes
No
8 (Only for current students) Please rate MU facilities (buildings classrooms computer labs etc) on
the matter of ―comfortability
1 2 3 4 5
Excellent Good Sufficient Not enough Bad
Completely Convenient
Rather Convenient
Convenient Rather Inconvenient
Completely Inconvenient
Completely Useful
Rather Useful
Useful Rather Useless
Completely Useless
56
9 (For both current and prospective students) How do you rate the following factors as criteria for
choosing MU (1- least important 5 ndash most important)
a Ability to get employment in home country
b Strong academic staff
c Excellent laboratory facilities
d Library facilities
e Worldwide acceptable diploma
10 Please choose (mark ―V) services that MU sufficiently provides to you as a student (in case you
are prospective student - should be provided)
___ Reasonable accommodation (covered by student)
___ The number of modules in the degree and big variety of elective courses
___ Student exchange programs
___ Research environment (sufficient up to date study materials computer labs laboratories etc)
___ Small class sizes
___ Internship possibility
___ Faculty (profound selection of PhD and profession specialists)
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
r
t
3
T
y
p
e
a
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o
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e
f
r
o
m
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e
d
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m
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n
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o
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e
4
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m
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5
[
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5
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o
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3
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y
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a
q
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o
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r
4
T
y
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a
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r
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d
o
c
u
m
e
n
t
5
[
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y
p
e
a
q
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o
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f
r
o
m
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o
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1 2
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r
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m
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3
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c
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o
4
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y
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a
q
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o
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f
r
o
m
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d
o
c
u
m
e
n
5
[
T
y
p
e
a
q
u
o
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e
f
r
o
m
t
h
e
d
o
c
u
m
e
1 2
T
y
p
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a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
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n
3
T
y
p
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a
q
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o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
4
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
5
[
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
57
11 From what source you first found out about Masaryk University
a Website search engine
b Advice of friends parents etc
c TV
d Newspaper please specify____________
e Journals please specify____________
f Billboards
g Website banners please specify website_______________
h Other source__________________________
12 (Only for current students) If you had do it over again would you still choose MU If not please
specify why
a Yes
b Not sure
c Probably would
d Probably would not (please specify why)
__________________________________________________________________________________
__________________________________________________________________________________
________________________________________________________________
13 (Only for current students) Please describe your level of general satisfaction with university
a Not satisfied at all
b Neutral
c Satisfied
d Very satisfied
58
14 (For both current and prospective students) Do you think MU degree will help you to get above
average salary in your home country
a No b Probably not c Not sure d Probably yes c Yes
15 If you think that MU degree helps to get well paid job in your home country what might be
reasons for that (more than one reason can be selected)
a High standard European education d Possibility to pass internship in Europe
b Degree specialization choice e Other_________________________
c Education in English language
47
evidence But it is recommended to conduct further survey questioning the reasons of
students` uncertainty in future employability Maybe the reason is not related to some weak
points in marketing mix but the problem in home countries itself (political instability
nepotism etc)
To sum up the general situation in four factors mentioned above ―processes should be
promoted to international students as a smooth tool in obtaining degree ―people should go
through training on how to deliver lecture in contemporary commercial world of high
education market ―physical evidence should be mentioned in promotion of MU ―student
employability will be interrelated with ―people plus MU has to install closer relationship
with international companies (internships provision seminars with company representatives
professional lectures from leading companies etc)
Secondary information has also a great help in increasing university attractiveness
Viral marketing can be applied to MU because question number 11 shows that internet search
engine is a key tool how students found about MU There is a video of experience Brno life
among Erasmus Students which can be remade as a good promotion video of student life on
campus For Masaryk University very effective tool will be Google Analytics giving a wide
scope of techniques on how to track differentiate and analyze visitors ―Google Analytics is
the enterprise-class web analytics solution that gives rich insights into the website traffic and
marketing effectiveness Powerful flexible and easy-to-use features now give opportunity to
see and analyze your traffic data in an entirely new way With Google Analytics it is easier to
write better-targeted ads strengthen marketing initiatives and create higher converting
websites (Google Analytics website)
In general MU marketing politics should involve techniques mentioned by Jarvis J in his
book ―What Would Google Do Companies must learn that they are better off when they
cede control to their customers Give us control we will use it and you will win
Also it is important to read blogs There are search engines for blogs like Technorati
Icerocket Google Bloglines Pub-sub where MU marketing officials can search for MU
discussion groups or some topics
MU officials should constantly maintain ―conversation with current students It is a good
idea to start communication with those bloggers who care enough to talk about MU products
and service and brand The least MU officials can do is engage them and join the
conversation Even further step can be done Ask consumers what they think MU
48
administration should do MU will end up with better products and do a better job selling
them to more satisfied customers who can even help each other if MU officials let them
Next it will be effective to start university blog where students openly and forthrightly
share the problems and the solutions as they occur There is no reason why a university dean
should not open a direct conversation with the public That will do more to change the
culturemdashto finally make it customer-focused and mean itmdashthan a dozen consultants a
hundred off- sites or a million ad impressions
During of development process of some programs or anything in university it is better to
involve students in this process also
The last but not the least is links on the website of MU There are three links on the ESF
faculty One of them is ―Review of economic perspectives ―call for papers and Citi Bank
banner There should be more links to Headhunters conferences industry associations
current job opportunities etc This gives website alive image and helpful time spending
49
CONCLUSION
This study has been conducted in favor of future Masaryk University prosperity in the
current commercial world Researcher had a strong motivation to give helpful secondary and
primary information which will foster university educational process in the frames of
contemporary world
Of course any research comes up with further recommendations to analyze questionable
matters in results obtained Researcher believes that this work is just another step to constant
need of self-improvement
Researcher advices to put more accent on IT support to promote university image and
therefore increate its attractiveness (Harry Hayward 2011) mentioned that 80 million hours
of video loaded to YouTube every minute So there is high potential for promotion Viral
video of MU will hit several aspects of university improvement brand product suite
differentiation lifestyle according to Dr DJToncich Apart of that it is recommended to
build system of values believes and attitudes among students and university staff and
promote this in the future According to Dr Mark Putman it is essential nowadays to educate
university staff about strategic role of marketing and branding Website analytics would be
useful for measurement and marketing analysis Search optimization engine is another tool on
how to maintain university webpage in the top 10 results in Google chrome or other web
search engines On YouTube there is option to post advertisement of a company only in the
videos which are related to the sphere of products or services company offer So MU might
sign a contract of including its advertisement on videos which has key words as ―education
―high ―in English etc
According to primary data obtained it is obvious that several aspects in MU marketing
mix do not match high criteria among students Once one factor ―People would be solved
through trainings and constant updating knowledge of personnel another interrelated problem
will be offset ndash ―Employability But there is no any research done on interdependence of
these two factors so for further analysis of situation another research should be taken The
main purpose of this research would be identification of cause and effect linkages between
50
―People ―Employability and other factors which influence studentslsquo ability to get high paid
job back home And there are a lot of those factors starting from political situation in the
country to the level of corruption and nepotism
MU has potential to improve its educational process as we do the students because we are
the main customers for our university But one thing should not be forgotten and it is
companies which have strong notion about reality in one or another specialization That is
why my last advice for Masaryk University is to appeal as a liaison entity between students
and companies
51
REFERENCES
Barabba Vincent P Zaltman Gerald 1991 ―Hearing the Voice of the Market Competitive
Advantage Through Creative Use of Market Information Chapter 5
Conway Tony Stephen Mackay David Yorke (1994) Strategic Planning in Higher
Education Who Are the Customers International Journal of Educational Management
Vol 8 Iss 6 pp29 ndash 36
Cooper Donald R Schindler Pamela S 2003 ―Business research methods 8th ed
Dillman Don A 2000 ―Mail and Internet Surveys The Tailored Design Method 2nd
Edition New York
Dekeba Alemayehu 2003 ―Basic of Marketing Research Methods
URL httpwwwglobuszcomebooksMarketingResearchindexhtm
Hemsley-Brown JV and Oplatka I2006 Universities in a competitive global marketplace
a systematic review of the literature on higher education marketinglsquo International Journal
of Public Sector Management Vol 19 No 4 pp 316-338
Harry Hayward ―The power of digital storytelling 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Hair Joseph F - Bush Robert P - Ortinau David J ―Marketing research within a changing
information environment 3rd ed2006
Hsuan-Fu Ho Chia-Chi Hung Marketing mix formulation for higher education An
integrated analysis employing analytic hierarchy process cluster analysis and
correspondence analysis International Journal of Educational Management Vol 2 Iss
4 2008
Jarowski Ajay K Kohli and Arvind Sahay 2000 ―Market ndash Driven Versus Driving
Markets Journal of the Academy of Marketing Science 45-54
Johnson Bob ―Mobile marketing in higher education getting ready for 1012 and beyond
2011
URLhttpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Jarvis J ―What Would Google Do Adobe Acrobat eBook Reader 2008
52
Jonathan Ivy A new higher education marketing mix the 7Ps for MBA marketing
International Journal of Educational Management Vol 22 Iss 4 2008
Kotler Philip Fox Karen FA 1985 Strategic Marketing for Educational Institutions
Mora Michaela ―What Is Statistical Significance 2011
URL httprelevantinsightscomtagsample-size
Nha Nguyen Gaston LeBlanc 2001 Image and Reputation of Higher Education Institutions
in Studentslsquo Retention Decisions International Journal of Educational Management
Vol 15 Iss 6
URL httpwwwemeraldinsightcomjournalshtmarticleid=838798amp
Oppenheim ldquoQuestionnaire Design Interviewing and Attitude Measurementrdquo 1992
Oud Jacqueline 2004 ―Market research versus marketing research
Pimpa Nattavud 2003 ―Internationalization and trade in higher education opportunities and
challenges
Putnam Mark ―Do you drive the agenda or go along for the ride 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Rakhee Vyas Anne L Souchon 2003 Symbolic Use of Export Information A
Multidisciplinary Approach to Conceptual Development and Key Consequences
International Marketing Review Vol 20 Iss 1 pp67 ndash 94
URL httpwwwemeraldinsightcomjournalshtmarticleid=855530
Rich Lyons ―Authentic branding how creating a school brand with culture and curriculum
just might help save us 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Robert S Michael ―Inquiry amp Scientific Method 2002
URL httpwwwindianaedu~educy520sec5982week_1inquiry_sci_method02pdf
Rodriguez G ―5 Questions to Help You Understand Your Customer 2004
URL httpwwwpowerhomebizcomvol146customerhtm
Sekaran Uma Bougie Johan Roger Gisbert2009 ―Research Methods for Business a Skill
Building Approach 5th ed
Singleton Royce A Jr and Bruce C Straits 1999 Approaches to Social Research (3rd
Edition) New York Oxford University Press
Smith Scott M Albaum Gerald S 2005 ―Fundamentals of Marketing Research
Snyder Bruce ―Maximizing the power of web analytics 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Toncich ―Study and Learning in the Australian University System
53
URL httpwwwdoctorteenetfilesunibook04_ppdf
WEBSITES
Experiment-Resourcescom ―Comparing Quantitative and Qualitative Research 2009
URL wwwexperiment-resourcescomquantitative-and-qualitative-researchhtml
Higher Education Marketing Company Canada
URL httpwwwhigher-education-marketingcomcontact
Google Analytics website
URL httpwwwgooglecomintlenanalytics
54
Appendix A Questionnaire
Dear respondent this questionnaire is created in terms of Master`s degree diploma thesis The main goal of
this survey is to improve Masaryk University attractiveness by deriving the reasons for choosing Masaryk
University in obtaining a degree The answers will be kept as confidential and would not be used in any
other purposes other than for this research If you would have any questions regarding the results of this
survey please contact me
Ilya Shaiderov (380502mailmunicz)
Thank you for your cooperation
1 Are you a current or prospective student ____________________
2 What specialization you are obtaining or intend to obtain in MU ____________________
3 Please specify your country of origin ____________________
4 Please rate the level of handling your first phone callemail inquiry by MU staff (only if it is
applicable to your case)
1 2 3 4 5
5 While considering MU as an option to study what criteria did (do) you analyze to check
professionalism of university teaching staff (you may choose several options)
a Number of courses teachers offer
b Quantity of publication of teachers
c Work experience in business sphere
d Academic Experience
e Professional title in business
f I didn`t analyze any information about academic staff in MU
No response
Insufficient response
Sufficient enough
Completely sufficient with additional information
Completely sufficient
55
6 (Only for current students) Could you characterize the process of courses registration usage of IS
system and other administrative and bureaucratic functions of university (please choose one in each
scale)
Convenience
1 2 3 4 5
Usage
1 2 3 4 5
7 (For both current and prospective students) While choosing MU did (do) you check quantity of
books in university library accessibility of electronic databases new editions of study materials
overall quality of library
Yes
No
8 (Only for current students) Please rate MU facilities (buildings classrooms computer labs etc) on
the matter of ―comfortability
1 2 3 4 5
Excellent Good Sufficient Not enough Bad
Completely Convenient
Rather Convenient
Convenient Rather Inconvenient
Completely Inconvenient
Completely Useful
Rather Useful
Useful Rather Useless
Completely Useless
56
9 (For both current and prospective students) How do you rate the following factors as criteria for
choosing MU (1- least important 5 ndash most important)
a Ability to get employment in home country
b Strong academic staff
c Excellent laboratory facilities
d Library facilities
e Worldwide acceptable diploma
10 Please choose (mark ―V) services that MU sufficiently provides to you as a student (in case you
are prospective student - should be provided)
___ Reasonable accommodation (covered by student)
___ The number of modules in the degree and big variety of elective courses
___ Student exchange programs
___ Research environment (sufficient up to date study materials computer labs laboratories etc)
___ Small class sizes
___ Internship possibility
___ Faculty (profound selection of PhD and profession specialists)
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
r
t
3
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
r
t
h
e
4
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
r
t
5
[
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
r
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
r
3
T
y
p
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a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
r
t
4
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
5
[
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
3
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
r
4
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
5
[
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
3
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
4
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
5
[
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
3
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
4
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
5
[
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
57
11 From what source you first found out about Masaryk University
a Website search engine
b Advice of friends parents etc
c TV
d Newspaper please specify____________
e Journals please specify____________
f Billboards
g Website banners please specify website_______________
h Other source__________________________
12 (Only for current students) If you had do it over again would you still choose MU If not please
specify why
a Yes
b Not sure
c Probably would
d Probably would not (please specify why)
__________________________________________________________________________________
__________________________________________________________________________________
________________________________________________________________
13 (Only for current students) Please describe your level of general satisfaction with university
a Not satisfied at all
b Neutral
c Satisfied
d Very satisfied
58
14 (For both current and prospective students) Do you think MU degree will help you to get above
average salary in your home country
a No b Probably not c Not sure d Probably yes c Yes
15 If you think that MU degree helps to get well paid job in your home country what might be
reasons for that (more than one reason can be selected)
a High standard European education d Possibility to pass internship in Europe
b Degree specialization choice e Other_________________________
c Education in English language
48
administration should do MU will end up with better products and do a better job selling
them to more satisfied customers who can even help each other if MU officials let them
Next it will be effective to start university blog where students openly and forthrightly
share the problems and the solutions as they occur There is no reason why a university dean
should not open a direct conversation with the public That will do more to change the
culturemdashto finally make it customer-focused and mean itmdashthan a dozen consultants a
hundred off- sites or a million ad impressions
During of development process of some programs or anything in university it is better to
involve students in this process also
The last but not the least is links on the website of MU There are three links on the ESF
faculty One of them is ―Review of economic perspectives ―call for papers and Citi Bank
banner There should be more links to Headhunters conferences industry associations
current job opportunities etc This gives website alive image and helpful time spending
49
CONCLUSION
This study has been conducted in favor of future Masaryk University prosperity in the
current commercial world Researcher had a strong motivation to give helpful secondary and
primary information which will foster university educational process in the frames of
contemporary world
Of course any research comes up with further recommendations to analyze questionable
matters in results obtained Researcher believes that this work is just another step to constant
need of self-improvement
Researcher advices to put more accent on IT support to promote university image and
therefore increate its attractiveness (Harry Hayward 2011) mentioned that 80 million hours
of video loaded to YouTube every minute So there is high potential for promotion Viral
video of MU will hit several aspects of university improvement brand product suite
differentiation lifestyle according to Dr DJToncich Apart of that it is recommended to
build system of values believes and attitudes among students and university staff and
promote this in the future According to Dr Mark Putman it is essential nowadays to educate
university staff about strategic role of marketing and branding Website analytics would be
useful for measurement and marketing analysis Search optimization engine is another tool on
how to maintain university webpage in the top 10 results in Google chrome or other web
search engines On YouTube there is option to post advertisement of a company only in the
videos which are related to the sphere of products or services company offer So MU might
sign a contract of including its advertisement on videos which has key words as ―education
―high ―in English etc
According to primary data obtained it is obvious that several aspects in MU marketing
mix do not match high criteria among students Once one factor ―People would be solved
through trainings and constant updating knowledge of personnel another interrelated problem
will be offset ndash ―Employability But there is no any research done on interdependence of
these two factors so for further analysis of situation another research should be taken The
main purpose of this research would be identification of cause and effect linkages between
50
―People ―Employability and other factors which influence studentslsquo ability to get high paid
job back home And there are a lot of those factors starting from political situation in the
country to the level of corruption and nepotism
MU has potential to improve its educational process as we do the students because we are
the main customers for our university But one thing should not be forgotten and it is
companies which have strong notion about reality in one or another specialization That is
why my last advice for Masaryk University is to appeal as a liaison entity between students
and companies
51
REFERENCES
Barabba Vincent P Zaltman Gerald 1991 ―Hearing the Voice of the Market Competitive
Advantage Through Creative Use of Market Information Chapter 5
Conway Tony Stephen Mackay David Yorke (1994) Strategic Planning in Higher
Education Who Are the Customers International Journal of Educational Management
Vol 8 Iss 6 pp29 ndash 36
Cooper Donald R Schindler Pamela S 2003 ―Business research methods 8th ed
Dillman Don A 2000 ―Mail and Internet Surveys The Tailored Design Method 2nd
Edition New York
Dekeba Alemayehu 2003 ―Basic of Marketing Research Methods
URL httpwwwglobuszcomebooksMarketingResearchindexhtm
Hemsley-Brown JV and Oplatka I2006 Universities in a competitive global marketplace
a systematic review of the literature on higher education marketinglsquo International Journal
of Public Sector Management Vol 19 No 4 pp 316-338
Harry Hayward ―The power of digital storytelling 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Hair Joseph F - Bush Robert P - Ortinau David J ―Marketing research within a changing
information environment 3rd ed2006
Hsuan-Fu Ho Chia-Chi Hung Marketing mix formulation for higher education An
integrated analysis employing analytic hierarchy process cluster analysis and
correspondence analysis International Journal of Educational Management Vol 2 Iss
4 2008
Jarowski Ajay K Kohli and Arvind Sahay 2000 ―Market ndash Driven Versus Driving
Markets Journal of the Academy of Marketing Science 45-54
Johnson Bob ―Mobile marketing in higher education getting ready for 1012 and beyond
2011
URLhttpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Jarvis J ―What Would Google Do Adobe Acrobat eBook Reader 2008
52
Jonathan Ivy A new higher education marketing mix the 7Ps for MBA marketing
International Journal of Educational Management Vol 22 Iss 4 2008
Kotler Philip Fox Karen FA 1985 Strategic Marketing for Educational Institutions
Mora Michaela ―What Is Statistical Significance 2011
URL httprelevantinsightscomtagsample-size
Nha Nguyen Gaston LeBlanc 2001 Image and Reputation of Higher Education Institutions
in Studentslsquo Retention Decisions International Journal of Educational Management
Vol 15 Iss 6
URL httpwwwemeraldinsightcomjournalshtmarticleid=838798amp
Oppenheim ldquoQuestionnaire Design Interviewing and Attitude Measurementrdquo 1992
Oud Jacqueline 2004 ―Market research versus marketing research
Pimpa Nattavud 2003 ―Internationalization and trade in higher education opportunities and
challenges
Putnam Mark ―Do you drive the agenda or go along for the ride 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Rakhee Vyas Anne L Souchon 2003 Symbolic Use of Export Information A
Multidisciplinary Approach to Conceptual Development and Key Consequences
International Marketing Review Vol 20 Iss 1 pp67 ndash 94
URL httpwwwemeraldinsightcomjournalshtmarticleid=855530
Rich Lyons ―Authentic branding how creating a school brand with culture and curriculum
just might help save us 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Robert S Michael ―Inquiry amp Scientific Method 2002
URL httpwwwindianaedu~educy520sec5982week_1inquiry_sci_method02pdf
Rodriguez G ―5 Questions to Help You Understand Your Customer 2004
URL httpwwwpowerhomebizcomvol146customerhtm
Sekaran Uma Bougie Johan Roger Gisbert2009 ―Research Methods for Business a Skill
Building Approach 5th ed
Singleton Royce A Jr and Bruce C Straits 1999 Approaches to Social Research (3rd
Edition) New York Oxford University Press
Smith Scott M Albaum Gerald S 2005 ―Fundamentals of Marketing Research
Snyder Bruce ―Maximizing the power of web analytics 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Toncich ―Study and Learning in the Australian University System
53
URL httpwwwdoctorteenetfilesunibook04_ppdf
WEBSITES
Experiment-Resourcescom ―Comparing Quantitative and Qualitative Research 2009
URL wwwexperiment-resourcescomquantitative-and-qualitative-researchhtml
Higher Education Marketing Company Canada
URL httpwwwhigher-education-marketingcomcontact
Google Analytics website
URL httpwwwgooglecomintlenanalytics
54
Appendix A Questionnaire
Dear respondent this questionnaire is created in terms of Master`s degree diploma thesis The main goal of
this survey is to improve Masaryk University attractiveness by deriving the reasons for choosing Masaryk
University in obtaining a degree The answers will be kept as confidential and would not be used in any
other purposes other than for this research If you would have any questions regarding the results of this
survey please contact me
Ilya Shaiderov (380502mailmunicz)
Thank you for your cooperation
1 Are you a current or prospective student ____________________
2 What specialization you are obtaining or intend to obtain in MU ____________________
3 Please specify your country of origin ____________________
4 Please rate the level of handling your first phone callemail inquiry by MU staff (only if it is
applicable to your case)
1 2 3 4 5
5 While considering MU as an option to study what criteria did (do) you analyze to check
professionalism of university teaching staff (you may choose several options)
a Number of courses teachers offer
b Quantity of publication of teachers
c Work experience in business sphere
d Academic Experience
e Professional title in business
f I didn`t analyze any information about academic staff in MU
No response
Insufficient response
Sufficient enough
Completely sufficient with additional information
Completely sufficient
55
6 (Only for current students) Could you characterize the process of courses registration usage of IS
system and other administrative and bureaucratic functions of university (please choose one in each
scale)
Convenience
1 2 3 4 5
Usage
1 2 3 4 5
7 (For both current and prospective students) While choosing MU did (do) you check quantity of
books in university library accessibility of electronic databases new editions of study materials
overall quality of library
Yes
No
8 (Only for current students) Please rate MU facilities (buildings classrooms computer labs etc) on
the matter of ―comfortability
1 2 3 4 5
Excellent Good Sufficient Not enough Bad
Completely Convenient
Rather Convenient
Convenient Rather Inconvenient
Completely Inconvenient
Completely Useful
Rather Useful
Useful Rather Useless
Completely Useless
56
9 (For both current and prospective students) How do you rate the following factors as criteria for
choosing MU (1- least important 5 ndash most important)
a Ability to get employment in home country
b Strong academic staff
c Excellent laboratory facilities
d Library facilities
e Worldwide acceptable diploma
10 Please choose (mark ―V) services that MU sufficiently provides to you as a student (in case you
are prospective student - should be provided)
___ Reasonable accommodation (covered by student)
___ The number of modules in the degree and big variety of elective courses
___ Student exchange programs
___ Research environment (sufficient up to date study materials computer labs laboratories etc)
___ Small class sizes
___ Internship possibility
___ Faculty (profound selection of PhD and profession specialists)
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
r
t
3
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
r
t
h
e
4
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
r
t
5
[
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
r
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
r
3
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
r
t
4
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
5
[
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
3
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
r
4
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
5
[
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
3
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
4
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
5
[
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
3
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
4
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
5
[
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
57
11 From what source you first found out about Masaryk University
a Website search engine
b Advice of friends parents etc
c TV
d Newspaper please specify____________
e Journals please specify____________
f Billboards
g Website banners please specify website_______________
h Other source__________________________
12 (Only for current students) If you had do it over again would you still choose MU If not please
specify why
a Yes
b Not sure
c Probably would
d Probably would not (please specify why)
__________________________________________________________________________________
__________________________________________________________________________________
________________________________________________________________
13 (Only for current students) Please describe your level of general satisfaction with university
a Not satisfied at all
b Neutral
c Satisfied
d Very satisfied
58
14 (For both current and prospective students) Do you think MU degree will help you to get above
average salary in your home country
a No b Probably not c Not sure d Probably yes c Yes
15 If you think that MU degree helps to get well paid job in your home country what might be
reasons for that (more than one reason can be selected)
a High standard European education d Possibility to pass internship in Europe
b Degree specialization choice e Other_________________________
c Education in English language
49
CONCLUSION
This study has been conducted in favor of future Masaryk University prosperity in the
current commercial world Researcher had a strong motivation to give helpful secondary and
primary information which will foster university educational process in the frames of
contemporary world
Of course any research comes up with further recommendations to analyze questionable
matters in results obtained Researcher believes that this work is just another step to constant
need of self-improvement
Researcher advices to put more accent on IT support to promote university image and
therefore increate its attractiveness (Harry Hayward 2011) mentioned that 80 million hours
of video loaded to YouTube every minute So there is high potential for promotion Viral
video of MU will hit several aspects of university improvement brand product suite
differentiation lifestyle according to Dr DJToncich Apart of that it is recommended to
build system of values believes and attitudes among students and university staff and
promote this in the future According to Dr Mark Putman it is essential nowadays to educate
university staff about strategic role of marketing and branding Website analytics would be
useful for measurement and marketing analysis Search optimization engine is another tool on
how to maintain university webpage in the top 10 results in Google chrome or other web
search engines On YouTube there is option to post advertisement of a company only in the
videos which are related to the sphere of products or services company offer So MU might
sign a contract of including its advertisement on videos which has key words as ―education
―high ―in English etc
According to primary data obtained it is obvious that several aspects in MU marketing
mix do not match high criteria among students Once one factor ―People would be solved
through trainings and constant updating knowledge of personnel another interrelated problem
will be offset ndash ―Employability But there is no any research done on interdependence of
these two factors so for further analysis of situation another research should be taken The
main purpose of this research would be identification of cause and effect linkages between
50
―People ―Employability and other factors which influence studentslsquo ability to get high paid
job back home And there are a lot of those factors starting from political situation in the
country to the level of corruption and nepotism
MU has potential to improve its educational process as we do the students because we are
the main customers for our university But one thing should not be forgotten and it is
companies which have strong notion about reality in one or another specialization That is
why my last advice for Masaryk University is to appeal as a liaison entity between students
and companies
51
REFERENCES
Barabba Vincent P Zaltman Gerald 1991 ―Hearing the Voice of the Market Competitive
Advantage Through Creative Use of Market Information Chapter 5
Conway Tony Stephen Mackay David Yorke (1994) Strategic Planning in Higher
Education Who Are the Customers International Journal of Educational Management
Vol 8 Iss 6 pp29 ndash 36
Cooper Donald R Schindler Pamela S 2003 ―Business research methods 8th ed
Dillman Don A 2000 ―Mail and Internet Surveys The Tailored Design Method 2nd
Edition New York
Dekeba Alemayehu 2003 ―Basic of Marketing Research Methods
URL httpwwwglobuszcomebooksMarketingResearchindexhtm
Hemsley-Brown JV and Oplatka I2006 Universities in a competitive global marketplace
a systematic review of the literature on higher education marketinglsquo International Journal
of Public Sector Management Vol 19 No 4 pp 316-338
Harry Hayward ―The power of digital storytelling 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Hair Joseph F - Bush Robert P - Ortinau David J ―Marketing research within a changing
information environment 3rd ed2006
Hsuan-Fu Ho Chia-Chi Hung Marketing mix formulation for higher education An
integrated analysis employing analytic hierarchy process cluster analysis and
correspondence analysis International Journal of Educational Management Vol 2 Iss
4 2008
Jarowski Ajay K Kohli and Arvind Sahay 2000 ―Market ndash Driven Versus Driving
Markets Journal of the Academy of Marketing Science 45-54
Johnson Bob ―Mobile marketing in higher education getting ready for 1012 and beyond
2011
URLhttpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Jarvis J ―What Would Google Do Adobe Acrobat eBook Reader 2008
52
Jonathan Ivy A new higher education marketing mix the 7Ps for MBA marketing
International Journal of Educational Management Vol 22 Iss 4 2008
Kotler Philip Fox Karen FA 1985 Strategic Marketing for Educational Institutions
Mora Michaela ―What Is Statistical Significance 2011
URL httprelevantinsightscomtagsample-size
Nha Nguyen Gaston LeBlanc 2001 Image and Reputation of Higher Education Institutions
in Studentslsquo Retention Decisions International Journal of Educational Management
Vol 15 Iss 6
URL httpwwwemeraldinsightcomjournalshtmarticleid=838798amp
Oppenheim ldquoQuestionnaire Design Interviewing and Attitude Measurementrdquo 1992
Oud Jacqueline 2004 ―Market research versus marketing research
Pimpa Nattavud 2003 ―Internationalization and trade in higher education opportunities and
challenges
Putnam Mark ―Do you drive the agenda or go along for the ride 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Rakhee Vyas Anne L Souchon 2003 Symbolic Use of Export Information A
Multidisciplinary Approach to Conceptual Development and Key Consequences
International Marketing Review Vol 20 Iss 1 pp67 ndash 94
URL httpwwwemeraldinsightcomjournalshtmarticleid=855530
Rich Lyons ―Authentic branding how creating a school brand with culture and curriculum
just might help save us 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Robert S Michael ―Inquiry amp Scientific Method 2002
URL httpwwwindianaedu~educy520sec5982week_1inquiry_sci_method02pdf
Rodriguez G ―5 Questions to Help You Understand Your Customer 2004
URL httpwwwpowerhomebizcomvol146customerhtm
Sekaran Uma Bougie Johan Roger Gisbert2009 ―Research Methods for Business a Skill
Building Approach 5th ed
Singleton Royce A Jr and Bruce C Straits 1999 Approaches to Social Research (3rd
Edition) New York Oxford University Press
Smith Scott M Albaum Gerald S 2005 ―Fundamentals of Marketing Research
Snyder Bruce ―Maximizing the power of web analytics 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Toncich ―Study and Learning in the Australian University System
53
URL httpwwwdoctorteenetfilesunibook04_ppdf
WEBSITES
Experiment-Resourcescom ―Comparing Quantitative and Qualitative Research 2009
URL wwwexperiment-resourcescomquantitative-and-qualitative-researchhtml
Higher Education Marketing Company Canada
URL httpwwwhigher-education-marketingcomcontact
Google Analytics website
URL httpwwwgooglecomintlenanalytics
54
Appendix A Questionnaire
Dear respondent this questionnaire is created in terms of Master`s degree diploma thesis The main goal of
this survey is to improve Masaryk University attractiveness by deriving the reasons for choosing Masaryk
University in obtaining a degree The answers will be kept as confidential and would not be used in any
other purposes other than for this research If you would have any questions regarding the results of this
survey please contact me
Ilya Shaiderov (380502mailmunicz)
Thank you for your cooperation
1 Are you a current or prospective student ____________________
2 What specialization you are obtaining or intend to obtain in MU ____________________
3 Please specify your country of origin ____________________
4 Please rate the level of handling your first phone callemail inquiry by MU staff (only if it is
applicable to your case)
1 2 3 4 5
5 While considering MU as an option to study what criteria did (do) you analyze to check
professionalism of university teaching staff (you may choose several options)
a Number of courses teachers offer
b Quantity of publication of teachers
c Work experience in business sphere
d Academic Experience
e Professional title in business
f I didn`t analyze any information about academic staff in MU
No response
Insufficient response
Sufficient enough
Completely sufficient with additional information
Completely sufficient
55
6 (Only for current students) Could you characterize the process of courses registration usage of IS
system and other administrative and bureaucratic functions of university (please choose one in each
scale)
Convenience
1 2 3 4 5
Usage
1 2 3 4 5
7 (For both current and prospective students) While choosing MU did (do) you check quantity of
books in university library accessibility of electronic databases new editions of study materials
overall quality of library
Yes
No
8 (Only for current students) Please rate MU facilities (buildings classrooms computer labs etc) on
the matter of ―comfortability
1 2 3 4 5
Excellent Good Sufficient Not enough Bad
Completely Convenient
Rather Convenient
Convenient Rather Inconvenient
Completely Inconvenient
Completely Useful
Rather Useful
Useful Rather Useless
Completely Useless
56
9 (For both current and prospective students) How do you rate the following factors as criteria for
choosing MU (1- least important 5 ndash most important)
a Ability to get employment in home country
b Strong academic staff
c Excellent laboratory facilities
d Library facilities
e Worldwide acceptable diploma
10 Please choose (mark ―V) services that MU sufficiently provides to you as a student (in case you
are prospective student - should be provided)
___ Reasonable accommodation (covered by student)
___ The number of modules in the degree and big variety of elective courses
___ Student exchange programs
___ Research environment (sufficient up to date study materials computer labs laboratories etc)
___ Small class sizes
___ Internship possibility
___ Faculty (profound selection of PhD and profession specialists)
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
r
t
3
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
r
t
h
e
4
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
r
t
5
[
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
r
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
r
3
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
r
t
4
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
5
[
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
3
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
r
4
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
5
[
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
3
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
4
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
5
[
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
3
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
4
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
5
[
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
57
11 From what source you first found out about Masaryk University
a Website search engine
b Advice of friends parents etc
c TV
d Newspaper please specify____________
e Journals please specify____________
f Billboards
g Website banners please specify website_______________
h Other source__________________________
12 (Only for current students) If you had do it over again would you still choose MU If not please
specify why
a Yes
b Not sure
c Probably would
d Probably would not (please specify why)
__________________________________________________________________________________
__________________________________________________________________________________
________________________________________________________________
13 (Only for current students) Please describe your level of general satisfaction with university
a Not satisfied at all
b Neutral
c Satisfied
d Very satisfied
58
14 (For both current and prospective students) Do you think MU degree will help you to get above
average salary in your home country
a No b Probably not c Not sure d Probably yes c Yes
15 If you think that MU degree helps to get well paid job in your home country what might be
reasons for that (more than one reason can be selected)
a High standard European education d Possibility to pass internship in Europe
b Degree specialization choice e Other_________________________
c Education in English language
50
―People ―Employability and other factors which influence studentslsquo ability to get high paid
job back home And there are a lot of those factors starting from political situation in the
country to the level of corruption and nepotism
MU has potential to improve its educational process as we do the students because we are
the main customers for our university But one thing should not be forgotten and it is
companies which have strong notion about reality in one or another specialization That is
why my last advice for Masaryk University is to appeal as a liaison entity between students
and companies
51
REFERENCES
Barabba Vincent P Zaltman Gerald 1991 ―Hearing the Voice of the Market Competitive
Advantage Through Creative Use of Market Information Chapter 5
Conway Tony Stephen Mackay David Yorke (1994) Strategic Planning in Higher
Education Who Are the Customers International Journal of Educational Management
Vol 8 Iss 6 pp29 ndash 36
Cooper Donald R Schindler Pamela S 2003 ―Business research methods 8th ed
Dillman Don A 2000 ―Mail and Internet Surveys The Tailored Design Method 2nd
Edition New York
Dekeba Alemayehu 2003 ―Basic of Marketing Research Methods
URL httpwwwglobuszcomebooksMarketingResearchindexhtm
Hemsley-Brown JV and Oplatka I2006 Universities in a competitive global marketplace
a systematic review of the literature on higher education marketinglsquo International Journal
of Public Sector Management Vol 19 No 4 pp 316-338
Harry Hayward ―The power of digital storytelling 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Hair Joseph F - Bush Robert P - Ortinau David J ―Marketing research within a changing
information environment 3rd ed2006
Hsuan-Fu Ho Chia-Chi Hung Marketing mix formulation for higher education An
integrated analysis employing analytic hierarchy process cluster analysis and
correspondence analysis International Journal of Educational Management Vol 2 Iss
4 2008
Jarowski Ajay K Kohli and Arvind Sahay 2000 ―Market ndash Driven Versus Driving
Markets Journal of the Academy of Marketing Science 45-54
Johnson Bob ―Mobile marketing in higher education getting ready for 1012 and beyond
2011
URLhttpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Jarvis J ―What Would Google Do Adobe Acrobat eBook Reader 2008
52
Jonathan Ivy A new higher education marketing mix the 7Ps for MBA marketing
International Journal of Educational Management Vol 22 Iss 4 2008
Kotler Philip Fox Karen FA 1985 Strategic Marketing for Educational Institutions
Mora Michaela ―What Is Statistical Significance 2011
URL httprelevantinsightscomtagsample-size
Nha Nguyen Gaston LeBlanc 2001 Image and Reputation of Higher Education Institutions
in Studentslsquo Retention Decisions International Journal of Educational Management
Vol 15 Iss 6
URL httpwwwemeraldinsightcomjournalshtmarticleid=838798amp
Oppenheim ldquoQuestionnaire Design Interviewing and Attitude Measurementrdquo 1992
Oud Jacqueline 2004 ―Market research versus marketing research
Pimpa Nattavud 2003 ―Internationalization and trade in higher education opportunities and
challenges
Putnam Mark ―Do you drive the agenda or go along for the ride 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Rakhee Vyas Anne L Souchon 2003 Symbolic Use of Export Information A
Multidisciplinary Approach to Conceptual Development and Key Consequences
International Marketing Review Vol 20 Iss 1 pp67 ndash 94
URL httpwwwemeraldinsightcomjournalshtmarticleid=855530
Rich Lyons ―Authentic branding how creating a school brand with culture and curriculum
just might help save us 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Robert S Michael ―Inquiry amp Scientific Method 2002
URL httpwwwindianaedu~educy520sec5982week_1inquiry_sci_method02pdf
Rodriguez G ―5 Questions to Help You Understand Your Customer 2004
URL httpwwwpowerhomebizcomvol146customerhtm
Sekaran Uma Bougie Johan Roger Gisbert2009 ―Research Methods for Business a Skill
Building Approach 5th ed
Singleton Royce A Jr and Bruce C Straits 1999 Approaches to Social Research (3rd
Edition) New York Oxford University Press
Smith Scott M Albaum Gerald S 2005 ―Fundamentals of Marketing Research
Snyder Bruce ―Maximizing the power of web analytics 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Toncich ―Study and Learning in the Australian University System
53
URL httpwwwdoctorteenetfilesunibook04_ppdf
WEBSITES
Experiment-Resourcescom ―Comparing Quantitative and Qualitative Research 2009
URL wwwexperiment-resourcescomquantitative-and-qualitative-researchhtml
Higher Education Marketing Company Canada
URL httpwwwhigher-education-marketingcomcontact
Google Analytics website
URL httpwwwgooglecomintlenanalytics
54
Appendix A Questionnaire
Dear respondent this questionnaire is created in terms of Master`s degree diploma thesis The main goal of
this survey is to improve Masaryk University attractiveness by deriving the reasons for choosing Masaryk
University in obtaining a degree The answers will be kept as confidential and would not be used in any
other purposes other than for this research If you would have any questions regarding the results of this
survey please contact me
Ilya Shaiderov (380502mailmunicz)
Thank you for your cooperation
1 Are you a current or prospective student ____________________
2 What specialization you are obtaining or intend to obtain in MU ____________________
3 Please specify your country of origin ____________________
4 Please rate the level of handling your first phone callemail inquiry by MU staff (only if it is
applicable to your case)
1 2 3 4 5
5 While considering MU as an option to study what criteria did (do) you analyze to check
professionalism of university teaching staff (you may choose several options)
a Number of courses teachers offer
b Quantity of publication of teachers
c Work experience in business sphere
d Academic Experience
e Professional title in business
f I didn`t analyze any information about academic staff in MU
No response
Insufficient response
Sufficient enough
Completely sufficient with additional information
Completely sufficient
55
6 (Only for current students) Could you characterize the process of courses registration usage of IS
system and other administrative and bureaucratic functions of university (please choose one in each
scale)
Convenience
1 2 3 4 5
Usage
1 2 3 4 5
7 (For both current and prospective students) While choosing MU did (do) you check quantity of
books in university library accessibility of electronic databases new editions of study materials
overall quality of library
Yes
No
8 (Only for current students) Please rate MU facilities (buildings classrooms computer labs etc) on
the matter of ―comfortability
1 2 3 4 5
Excellent Good Sufficient Not enough Bad
Completely Convenient
Rather Convenient
Convenient Rather Inconvenient
Completely Inconvenient
Completely Useful
Rather Useful
Useful Rather Useless
Completely Useless
56
9 (For both current and prospective students) How do you rate the following factors as criteria for
choosing MU (1- least important 5 ndash most important)
a Ability to get employment in home country
b Strong academic staff
c Excellent laboratory facilities
d Library facilities
e Worldwide acceptable diploma
10 Please choose (mark ―V) services that MU sufficiently provides to you as a student (in case you
are prospective student - should be provided)
___ Reasonable accommodation (covered by student)
___ The number of modules in the degree and big variety of elective courses
___ Student exchange programs
___ Research environment (sufficient up to date study materials computer labs laboratories etc)
___ Small class sizes
___ Internship possibility
___ Faculty (profound selection of PhD and profession specialists)
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
r
t
3
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
r
t
h
e
4
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
r
t
5
[
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
r
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
r
3
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
r
t
4
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
5
[
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
3
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
r
4
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
5
[
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
3
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
4
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
5
[
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
3
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
4
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
5
[
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
57
11 From what source you first found out about Masaryk University
a Website search engine
b Advice of friends parents etc
c TV
d Newspaper please specify____________
e Journals please specify____________
f Billboards
g Website banners please specify website_______________
h Other source__________________________
12 (Only for current students) If you had do it over again would you still choose MU If not please
specify why
a Yes
b Not sure
c Probably would
d Probably would not (please specify why)
__________________________________________________________________________________
__________________________________________________________________________________
________________________________________________________________
13 (Only for current students) Please describe your level of general satisfaction with university
a Not satisfied at all
b Neutral
c Satisfied
d Very satisfied
58
14 (For both current and prospective students) Do you think MU degree will help you to get above
average salary in your home country
a No b Probably not c Not sure d Probably yes c Yes
15 If you think that MU degree helps to get well paid job in your home country what might be
reasons for that (more than one reason can be selected)
a High standard European education d Possibility to pass internship in Europe
b Degree specialization choice e Other_________________________
c Education in English language
51
REFERENCES
Barabba Vincent P Zaltman Gerald 1991 ―Hearing the Voice of the Market Competitive
Advantage Through Creative Use of Market Information Chapter 5
Conway Tony Stephen Mackay David Yorke (1994) Strategic Planning in Higher
Education Who Are the Customers International Journal of Educational Management
Vol 8 Iss 6 pp29 ndash 36
Cooper Donald R Schindler Pamela S 2003 ―Business research methods 8th ed
Dillman Don A 2000 ―Mail and Internet Surveys The Tailored Design Method 2nd
Edition New York
Dekeba Alemayehu 2003 ―Basic of Marketing Research Methods
URL httpwwwglobuszcomebooksMarketingResearchindexhtm
Hemsley-Brown JV and Oplatka I2006 Universities in a competitive global marketplace
a systematic review of the literature on higher education marketinglsquo International Journal
of Public Sector Management Vol 19 No 4 pp 316-338
Harry Hayward ―The power of digital storytelling 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Hair Joseph F - Bush Robert P - Ortinau David J ―Marketing research within a changing
information environment 3rd ed2006
Hsuan-Fu Ho Chia-Chi Hung Marketing mix formulation for higher education An
integrated analysis employing analytic hierarchy process cluster analysis and
correspondence analysis International Journal of Educational Management Vol 2 Iss
4 2008
Jarowski Ajay K Kohli and Arvind Sahay 2000 ―Market ndash Driven Versus Driving
Markets Journal of the Academy of Marketing Science 45-54
Johnson Bob ―Mobile marketing in higher education getting ready for 1012 and beyond
2011
URLhttpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Jarvis J ―What Would Google Do Adobe Acrobat eBook Reader 2008
52
Jonathan Ivy A new higher education marketing mix the 7Ps for MBA marketing
International Journal of Educational Management Vol 22 Iss 4 2008
Kotler Philip Fox Karen FA 1985 Strategic Marketing for Educational Institutions
Mora Michaela ―What Is Statistical Significance 2011
URL httprelevantinsightscomtagsample-size
Nha Nguyen Gaston LeBlanc 2001 Image and Reputation of Higher Education Institutions
in Studentslsquo Retention Decisions International Journal of Educational Management
Vol 15 Iss 6
URL httpwwwemeraldinsightcomjournalshtmarticleid=838798amp
Oppenheim ldquoQuestionnaire Design Interviewing and Attitude Measurementrdquo 1992
Oud Jacqueline 2004 ―Market research versus marketing research
Pimpa Nattavud 2003 ―Internationalization and trade in higher education opportunities and
challenges
Putnam Mark ―Do you drive the agenda or go along for the ride 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Rakhee Vyas Anne L Souchon 2003 Symbolic Use of Export Information A
Multidisciplinary Approach to Conceptual Development and Key Consequences
International Marketing Review Vol 20 Iss 1 pp67 ndash 94
URL httpwwwemeraldinsightcomjournalshtmarticleid=855530
Rich Lyons ―Authentic branding how creating a school brand with culture and curriculum
just might help save us 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Robert S Michael ―Inquiry amp Scientific Method 2002
URL httpwwwindianaedu~educy520sec5982week_1inquiry_sci_method02pdf
Rodriguez G ―5 Questions to Help You Understand Your Customer 2004
URL httpwwwpowerhomebizcomvol146customerhtm
Sekaran Uma Bougie Johan Roger Gisbert2009 ―Research Methods for Business a Skill
Building Approach 5th ed
Singleton Royce A Jr and Bruce C Straits 1999 Approaches to Social Research (3rd
Edition) New York Oxford University Press
Smith Scott M Albaum Gerald S 2005 ―Fundamentals of Marketing Research
Snyder Bruce ―Maximizing the power of web analytics 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Toncich ―Study and Learning in the Australian University System
53
URL httpwwwdoctorteenetfilesunibook04_ppdf
WEBSITES
Experiment-Resourcescom ―Comparing Quantitative and Qualitative Research 2009
URL wwwexperiment-resourcescomquantitative-and-qualitative-researchhtml
Higher Education Marketing Company Canada
URL httpwwwhigher-education-marketingcomcontact
Google Analytics website
URL httpwwwgooglecomintlenanalytics
54
Appendix A Questionnaire
Dear respondent this questionnaire is created in terms of Master`s degree diploma thesis The main goal of
this survey is to improve Masaryk University attractiveness by deriving the reasons for choosing Masaryk
University in obtaining a degree The answers will be kept as confidential and would not be used in any
other purposes other than for this research If you would have any questions regarding the results of this
survey please contact me
Ilya Shaiderov (380502mailmunicz)
Thank you for your cooperation
1 Are you a current or prospective student ____________________
2 What specialization you are obtaining or intend to obtain in MU ____________________
3 Please specify your country of origin ____________________
4 Please rate the level of handling your first phone callemail inquiry by MU staff (only if it is
applicable to your case)
1 2 3 4 5
5 While considering MU as an option to study what criteria did (do) you analyze to check
professionalism of university teaching staff (you may choose several options)
a Number of courses teachers offer
b Quantity of publication of teachers
c Work experience in business sphere
d Academic Experience
e Professional title in business
f I didn`t analyze any information about academic staff in MU
No response
Insufficient response
Sufficient enough
Completely sufficient with additional information
Completely sufficient
55
6 (Only for current students) Could you characterize the process of courses registration usage of IS
system and other administrative and bureaucratic functions of university (please choose one in each
scale)
Convenience
1 2 3 4 5
Usage
1 2 3 4 5
7 (For both current and prospective students) While choosing MU did (do) you check quantity of
books in university library accessibility of electronic databases new editions of study materials
overall quality of library
Yes
No
8 (Only for current students) Please rate MU facilities (buildings classrooms computer labs etc) on
the matter of ―comfortability
1 2 3 4 5
Excellent Good Sufficient Not enough Bad
Completely Convenient
Rather Convenient
Convenient Rather Inconvenient
Completely Inconvenient
Completely Useful
Rather Useful
Useful Rather Useless
Completely Useless
56
9 (For both current and prospective students) How do you rate the following factors as criteria for
choosing MU (1- least important 5 ndash most important)
a Ability to get employment in home country
b Strong academic staff
c Excellent laboratory facilities
d Library facilities
e Worldwide acceptable diploma
10 Please choose (mark ―V) services that MU sufficiently provides to you as a student (in case you
are prospective student - should be provided)
___ Reasonable accommodation (covered by student)
___ The number of modules in the degree and big variety of elective courses
___ Student exchange programs
___ Research environment (sufficient up to date study materials computer labs laboratories etc)
___ Small class sizes
___ Internship possibility
___ Faculty (profound selection of PhD and profession specialists)
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
r
t
3
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
r
t
h
e
4
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
r
t
5
[
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
r
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
r
3
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
r
t
4
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
5
[
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
3
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
r
4
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
5
[
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
3
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
4
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
5
[
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
3
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
4
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
5
[
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
57
11 From what source you first found out about Masaryk University
a Website search engine
b Advice of friends parents etc
c TV
d Newspaper please specify____________
e Journals please specify____________
f Billboards
g Website banners please specify website_______________
h Other source__________________________
12 (Only for current students) If you had do it over again would you still choose MU If not please
specify why
a Yes
b Not sure
c Probably would
d Probably would not (please specify why)
__________________________________________________________________________________
__________________________________________________________________________________
________________________________________________________________
13 (Only for current students) Please describe your level of general satisfaction with university
a Not satisfied at all
b Neutral
c Satisfied
d Very satisfied
58
14 (For both current and prospective students) Do you think MU degree will help you to get above
average salary in your home country
a No b Probably not c Not sure d Probably yes c Yes
15 If you think that MU degree helps to get well paid job in your home country what might be
reasons for that (more than one reason can be selected)
a High standard European education d Possibility to pass internship in Europe
b Degree specialization choice e Other_________________________
c Education in English language
52
Jonathan Ivy A new higher education marketing mix the 7Ps for MBA marketing
International Journal of Educational Management Vol 22 Iss 4 2008
Kotler Philip Fox Karen FA 1985 Strategic Marketing for Educational Institutions
Mora Michaela ―What Is Statistical Significance 2011
URL httprelevantinsightscomtagsample-size
Nha Nguyen Gaston LeBlanc 2001 Image and Reputation of Higher Education Institutions
in Studentslsquo Retention Decisions International Journal of Educational Management
Vol 15 Iss 6
URL httpwwwemeraldinsightcomjournalshtmarticleid=838798amp
Oppenheim ldquoQuestionnaire Design Interviewing and Attitude Measurementrdquo 1992
Oud Jacqueline 2004 ―Market research versus marketing research
Pimpa Nattavud 2003 ―Internationalization and trade in higher education opportunities and
challenges
Putnam Mark ―Do you drive the agenda or go along for the ride 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Rakhee Vyas Anne L Souchon 2003 Symbolic Use of Export Information A
Multidisciplinary Approach to Conceptual Development and Key Consequences
International Marketing Review Vol 20 Iss 1 pp67 ndash 94
URL httpwwwemeraldinsightcomjournalshtmarticleid=855530
Rich Lyons ―Authentic branding how creating a school brand with culture and curriculum
just might help save us 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Robert S Michael ―Inquiry amp Scientific Method 2002
URL httpwwwindianaedu~educy520sec5982week_1inquiry_sci_method02pdf
Rodriguez G ―5 Questions to Help You Understand Your Customer 2004
URL httpwwwpowerhomebizcomvol146customerhtm
Sekaran Uma Bougie Johan Roger Gisbert2009 ―Research Methods for Business a Skill
Building Approach 5th ed
Singleton Royce A Jr and Bruce C Straits 1999 Approaches to Social Research (3rd
Edition) New York Oxford University Press
Smith Scott M Albaum Gerald S 2005 ―Fundamentals of Marketing Research
Snyder Bruce ―Maximizing the power of web analytics 2011
URL httpwwwmarketingpowercomCalendarDocumentsAMA_2011ConnectEd_101211pdf
Toncich ―Study and Learning in the Australian University System
53
URL httpwwwdoctorteenetfilesunibook04_ppdf
WEBSITES
Experiment-Resourcescom ―Comparing Quantitative and Qualitative Research 2009
URL wwwexperiment-resourcescomquantitative-and-qualitative-researchhtml
Higher Education Marketing Company Canada
URL httpwwwhigher-education-marketingcomcontact
Google Analytics website
URL httpwwwgooglecomintlenanalytics
54
Appendix A Questionnaire
Dear respondent this questionnaire is created in terms of Master`s degree diploma thesis The main goal of
this survey is to improve Masaryk University attractiveness by deriving the reasons for choosing Masaryk
University in obtaining a degree The answers will be kept as confidential and would not be used in any
other purposes other than for this research If you would have any questions regarding the results of this
survey please contact me
Ilya Shaiderov (380502mailmunicz)
Thank you for your cooperation
1 Are you a current or prospective student ____________________
2 What specialization you are obtaining or intend to obtain in MU ____________________
3 Please specify your country of origin ____________________
4 Please rate the level of handling your first phone callemail inquiry by MU staff (only if it is
applicable to your case)
1 2 3 4 5
5 While considering MU as an option to study what criteria did (do) you analyze to check
professionalism of university teaching staff (you may choose several options)
a Number of courses teachers offer
b Quantity of publication of teachers
c Work experience in business sphere
d Academic Experience
e Professional title in business
f I didn`t analyze any information about academic staff in MU
No response
Insufficient response
Sufficient enough
Completely sufficient with additional information
Completely sufficient
55
6 (Only for current students) Could you characterize the process of courses registration usage of IS
system and other administrative and bureaucratic functions of university (please choose one in each
scale)
Convenience
1 2 3 4 5
Usage
1 2 3 4 5
7 (For both current and prospective students) While choosing MU did (do) you check quantity of
books in university library accessibility of electronic databases new editions of study materials
overall quality of library
Yes
No
8 (Only for current students) Please rate MU facilities (buildings classrooms computer labs etc) on
the matter of ―comfortability
1 2 3 4 5
Excellent Good Sufficient Not enough Bad
Completely Convenient
Rather Convenient
Convenient Rather Inconvenient
Completely Inconvenient
Completely Useful
Rather Useful
Useful Rather Useless
Completely Useless
56
9 (For both current and prospective students) How do you rate the following factors as criteria for
choosing MU (1- least important 5 ndash most important)
a Ability to get employment in home country
b Strong academic staff
c Excellent laboratory facilities
d Library facilities
e Worldwide acceptable diploma
10 Please choose (mark ―V) services that MU sufficiently provides to you as a student (in case you
are prospective student - should be provided)
___ Reasonable accommodation (covered by student)
___ The number of modules in the degree and big variety of elective courses
___ Student exchange programs
___ Research environment (sufficient up to date study materials computer labs laboratories etc)
___ Small class sizes
___ Internship possibility
___ Faculty (profound selection of PhD and profession specialists)
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
r
t
3
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
r
t
h
e
4
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
r
t
5
[
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
r
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
r
3
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
r
t
4
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
5
[
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
3
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
r
4
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
5
[
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
3
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
t
o
4
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
5
[
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
3
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
e
n
4
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
5
[
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
u
m
57
11 From what source you first found out about Masaryk University
a Website search engine
b Advice of friends parents etc
c TV
d Newspaper please specify____________
e Journals please specify____________
f Billboards
g Website banners please specify website_______________
h Other source__________________________
12 (Only for current students) If you had do it over again would you still choose MU If not please
specify why
a Yes
b Not sure
c Probably would
d Probably would not (please specify why)
__________________________________________________________________________________
__________________________________________________________________________________
________________________________________________________________
13 (Only for current students) Please describe your level of general satisfaction with university
a Not satisfied at all
b Neutral
c Satisfied
d Very satisfied
58
14 (For both current and prospective students) Do you think MU degree will help you to get above
average salary in your home country
a No b Probably not c Not sure d Probably yes c Yes
15 If you think that MU degree helps to get well paid job in your home country what might be
reasons for that (more than one reason can be selected)
a High standard European education d Possibility to pass internship in Europe
b Degree specialization choice e Other_________________________
c Education in English language
53
URL httpwwwdoctorteenetfilesunibook04_ppdf
WEBSITES
Experiment-Resourcescom ―Comparing Quantitative and Qualitative Research 2009
URL wwwexperiment-resourcescomquantitative-and-qualitative-researchhtml
Higher Education Marketing Company Canada
URL httpwwwhigher-education-marketingcomcontact
Google Analytics website
URL httpwwwgooglecomintlenanalytics
54
Appendix A Questionnaire
Dear respondent this questionnaire is created in terms of Master`s degree diploma thesis The main goal of
this survey is to improve Masaryk University attractiveness by deriving the reasons for choosing Masaryk
University in obtaining a degree The answers will be kept as confidential and would not be used in any
other purposes other than for this research If you would have any questions regarding the results of this
survey please contact me
Ilya Shaiderov (380502mailmunicz)
Thank you for your cooperation
1 Are you a current or prospective student ____________________
2 What specialization you are obtaining or intend to obtain in MU ____________________
3 Please specify your country of origin ____________________
4 Please rate the level of handling your first phone callemail inquiry by MU staff (only if it is
applicable to your case)
1 2 3 4 5
5 While considering MU as an option to study what criteria did (do) you analyze to check
professionalism of university teaching staff (you may choose several options)
a Number of courses teachers offer
b Quantity of publication of teachers
c Work experience in business sphere
d Academic Experience
e Professional title in business
f I didn`t analyze any information about academic staff in MU
No response
Insufficient response
Sufficient enough
Completely sufficient with additional information
Completely sufficient
55
6 (Only for current students) Could you characterize the process of courses registration usage of IS
system and other administrative and bureaucratic functions of university (please choose one in each
scale)
Convenience
1 2 3 4 5
Usage
1 2 3 4 5
7 (For both current and prospective students) While choosing MU did (do) you check quantity of
books in university library accessibility of electronic databases new editions of study materials
overall quality of library
Yes
No
8 (Only for current students) Please rate MU facilities (buildings classrooms computer labs etc) on
the matter of ―comfortability
1 2 3 4 5
Excellent Good Sufficient Not enough Bad
Completely Convenient
Rather Convenient
Convenient Rather Inconvenient
Completely Inconvenient
Completely Useful
Rather Useful
Useful Rather Useless
Completely Useless
56
9 (For both current and prospective students) How do you rate the following factors as criteria for
choosing MU (1- least important 5 ndash most important)
a Ability to get employment in home country
b Strong academic staff
c Excellent laboratory facilities
d Library facilities
e Worldwide acceptable diploma
10 Please choose (mark ―V) services that MU sufficiently provides to you as a student (in case you
are prospective student - should be provided)
___ Reasonable accommodation (covered by student)
___ The number of modules in the degree and big variety of elective courses
___ Student exchange programs
___ Research environment (sufficient up to date study materials computer labs laboratories etc)
___ Small class sizes
___ Internship possibility
___ Faculty (profound selection of PhD and profession specialists)
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
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c
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3
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4
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5
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57
11 From what source you first found out about Masaryk University
a Website search engine
b Advice of friends parents etc
c TV
d Newspaper please specify____________
e Journals please specify____________
f Billboards
g Website banners please specify website_______________
h Other source__________________________
12 (Only for current students) If you had do it over again would you still choose MU If not please
specify why
a Yes
b Not sure
c Probably would
d Probably would not (please specify why)
__________________________________________________________________________________
__________________________________________________________________________________
________________________________________________________________
13 (Only for current students) Please describe your level of general satisfaction with university
a Not satisfied at all
b Neutral
c Satisfied
d Very satisfied
58
14 (For both current and prospective students) Do you think MU degree will help you to get above
average salary in your home country
a No b Probably not c Not sure d Probably yes c Yes
15 If you think that MU degree helps to get well paid job in your home country what might be
reasons for that (more than one reason can be selected)
a High standard European education d Possibility to pass internship in Europe
b Degree specialization choice e Other_________________________
c Education in English language
54
Appendix A Questionnaire
Dear respondent this questionnaire is created in terms of Master`s degree diploma thesis The main goal of
this survey is to improve Masaryk University attractiveness by deriving the reasons for choosing Masaryk
University in obtaining a degree The answers will be kept as confidential and would not be used in any
other purposes other than for this research If you would have any questions regarding the results of this
survey please contact me
Ilya Shaiderov (380502mailmunicz)
Thank you for your cooperation
1 Are you a current or prospective student ____________________
2 What specialization you are obtaining or intend to obtain in MU ____________________
3 Please specify your country of origin ____________________
4 Please rate the level of handling your first phone callemail inquiry by MU staff (only if it is
applicable to your case)
1 2 3 4 5
5 While considering MU as an option to study what criteria did (do) you analyze to check
professionalism of university teaching staff (you may choose several options)
a Number of courses teachers offer
b Quantity of publication of teachers
c Work experience in business sphere
d Academic Experience
e Professional title in business
f I didn`t analyze any information about academic staff in MU
No response
Insufficient response
Sufficient enough
Completely sufficient with additional information
Completely sufficient
55
6 (Only for current students) Could you characterize the process of courses registration usage of IS
system and other administrative and bureaucratic functions of university (please choose one in each
scale)
Convenience
1 2 3 4 5
Usage
1 2 3 4 5
7 (For both current and prospective students) While choosing MU did (do) you check quantity of
books in university library accessibility of electronic databases new editions of study materials
overall quality of library
Yes
No
8 (Only for current students) Please rate MU facilities (buildings classrooms computer labs etc) on
the matter of ―comfortability
1 2 3 4 5
Excellent Good Sufficient Not enough Bad
Completely Convenient
Rather Convenient
Convenient Rather Inconvenient
Completely Inconvenient
Completely Useful
Rather Useful
Useful Rather Useless
Completely Useless
56
9 (For both current and prospective students) How do you rate the following factors as criteria for
choosing MU (1- least important 5 ndash most important)
a Ability to get employment in home country
b Strong academic staff
c Excellent laboratory facilities
d Library facilities
e Worldwide acceptable diploma
10 Please choose (mark ―V) services that MU sufficiently provides to you as a student (in case you
are prospective student - should be provided)
___ Reasonable accommodation (covered by student)
___ The number of modules in the degree and big variety of elective courses
___ Student exchange programs
___ Research environment (sufficient up to date study materials computer labs laboratories etc)
___ Small class sizes
___ Internship possibility
___ Faculty (profound selection of PhD and profession specialists)
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
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57
11 From what source you first found out about Masaryk University
a Website search engine
b Advice of friends parents etc
c TV
d Newspaper please specify____________
e Journals please specify____________
f Billboards
g Website banners please specify website_______________
h Other source__________________________
12 (Only for current students) If you had do it over again would you still choose MU If not please
specify why
a Yes
b Not sure
c Probably would
d Probably would not (please specify why)
__________________________________________________________________________________
__________________________________________________________________________________
________________________________________________________________
13 (Only for current students) Please describe your level of general satisfaction with university
a Not satisfied at all
b Neutral
c Satisfied
d Very satisfied
58
14 (For both current and prospective students) Do you think MU degree will help you to get above
average salary in your home country
a No b Probably not c Not sure d Probably yes c Yes
15 If you think that MU degree helps to get well paid job in your home country what might be
reasons for that (more than one reason can be selected)
a High standard European education d Possibility to pass internship in Europe
b Degree specialization choice e Other_________________________
c Education in English language
55
6 (Only for current students) Could you characterize the process of courses registration usage of IS
system and other administrative and bureaucratic functions of university (please choose one in each
scale)
Convenience
1 2 3 4 5
Usage
1 2 3 4 5
7 (For both current and prospective students) While choosing MU did (do) you check quantity of
books in university library accessibility of electronic databases new editions of study materials
overall quality of library
Yes
No
8 (Only for current students) Please rate MU facilities (buildings classrooms computer labs etc) on
the matter of ―comfortability
1 2 3 4 5
Excellent Good Sufficient Not enough Bad
Completely Convenient
Rather Convenient
Convenient Rather Inconvenient
Completely Inconvenient
Completely Useful
Rather Useful
Useful Rather Useless
Completely Useless
56
9 (For both current and prospective students) How do you rate the following factors as criteria for
choosing MU (1- least important 5 ndash most important)
a Ability to get employment in home country
b Strong academic staff
c Excellent laboratory facilities
d Library facilities
e Worldwide acceptable diploma
10 Please choose (mark ―V) services that MU sufficiently provides to you as a student (in case you
are prospective student - should be provided)
___ Reasonable accommodation (covered by student)
___ The number of modules in the degree and big variety of elective courses
___ Student exchange programs
___ Research environment (sufficient up to date study materials computer labs laboratories etc)
___ Small class sizes
___ Internship possibility
___ Faculty (profound selection of PhD and profession specialists)
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
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57
11 From what source you first found out about Masaryk University
a Website search engine
b Advice of friends parents etc
c TV
d Newspaper please specify____________
e Journals please specify____________
f Billboards
g Website banners please specify website_______________
h Other source__________________________
12 (Only for current students) If you had do it over again would you still choose MU If not please
specify why
a Yes
b Not sure
c Probably would
d Probably would not (please specify why)
__________________________________________________________________________________
__________________________________________________________________________________
________________________________________________________________
13 (Only for current students) Please describe your level of general satisfaction with university
a Not satisfied at all
b Neutral
c Satisfied
d Very satisfied
58
14 (For both current and prospective students) Do you think MU degree will help you to get above
average salary in your home country
a No b Probably not c Not sure d Probably yes c Yes
15 If you think that MU degree helps to get well paid job in your home country what might be
reasons for that (more than one reason can be selected)
a High standard European education d Possibility to pass internship in Europe
b Degree specialization choice e Other_________________________
c Education in English language
56
9 (For both current and prospective students) How do you rate the following factors as criteria for
choosing MU (1- least important 5 ndash most important)
a Ability to get employment in home country
b Strong academic staff
c Excellent laboratory facilities
d Library facilities
e Worldwide acceptable diploma
10 Please choose (mark ―V) services that MU sufficiently provides to you as a student (in case you
are prospective student - should be provided)
___ Reasonable accommodation (covered by student)
___ The number of modules in the degree and big variety of elective courses
___ Student exchange programs
___ Research environment (sufficient up to date study materials computer labs laboratories etc)
___ Small class sizes
___ Internship possibility
___ Faculty (profound selection of PhD and profession specialists)
1 2
T
y
p
e
a
q
u
o
t
e
f
r
o
m
t
h
e
d
o
c
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57
11 From what source you first found out about Masaryk University
a Website search engine
b Advice of friends parents etc
c TV
d Newspaper please specify____________
e Journals please specify____________
f Billboards
g Website banners please specify website_______________
h Other source__________________________
12 (Only for current students) If you had do it over again would you still choose MU If not please
specify why
a Yes
b Not sure
c Probably would
d Probably would not (please specify why)
__________________________________________________________________________________
__________________________________________________________________________________
________________________________________________________________
13 (Only for current students) Please describe your level of general satisfaction with university
a Not satisfied at all
b Neutral
c Satisfied
d Very satisfied
58
14 (For both current and prospective students) Do you think MU degree will help you to get above
average salary in your home country
a No b Probably not c Not sure d Probably yes c Yes
15 If you think that MU degree helps to get well paid job in your home country what might be
reasons for that (more than one reason can be selected)
a High standard European education d Possibility to pass internship in Europe
b Degree specialization choice e Other_________________________
c Education in English language
57
11 From what source you first found out about Masaryk University
a Website search engine
b Advice of friends parents etc
c TV
d Newspaper please specify____________
e Journals please specify____________
f Billboards
g Website banners please specify website_______________
h Other source__________________________
12 (Only for current students) If you had do it over again would you still choose MU If not please
specify why
a Yes
b Not sure
c Probably would
d Probably would not (please specify why)
__________________________________________________________________________________
__________________________________________________________________________________
________________________________________________________________
13 (Only for current students) Please describe your level of general satisfaction with university
a Not satisfied at all
b Neutral
c Satisfied
d Very satisfied
58
14 (For both current and prospective students) Do you think MU degree will help you to get above
average salary in your home country
a No b Probably not c Not sure d Probably yes c Yes
15 If you think that MU degree helps to get well paid job in your home country what might be
reasons for that (more than one reason can be selected)
a High standard European education d Possibility to pass internship in Europe
b Degree specialization choice e Other_________________________
c Education in English language
58
14 (For both current and prospective students) Do you think MU degree will help you to get above
average salary in your home country
a No b Probably not c Not sure d Probably yes c Yes
15 If you think that MU degree helps to get well paid job in your home country what might be
reasons for that (more than one reason can be selected)
a High standard European education d Possibility to pass internship in Europe
b Degree specialization choice e Other_________________________
c Education in English language