Marketing Research at Pioneer Institution

This marketing research assignment investigates the effectiveness of the canteen design at Pioneer Institution. The study utilizes questionnaires to gather data on student preferences regarding lighting, spacing, menu options, food taste, and pricing. The collected data is analyzed to identify key factors influencing students' purchasing decisions. Based on the findings, the assignment offers recommendations for improving the canteen environment and enhancing student satisfaction.

Running head: MARKETING RESEARCH 1
Marketing Research
Student Name
Institution

MARKETING RESEARCH 2
Marketing Research
Data collection is the procedure that involves the gathering of information, measuring of
information on directed variables in a systematic way. This enables one to get answers to related
experiments, observations, administering of surveys with the use of closed-ended questions and
evaluate the results. The main aim of collecting data is to get quality evidence of information that
will lead to getting credible answers to the posed questions. In order to maintain integrity in the
research accurate methods of data collection is needed. There are several methods used in
collecting data. The method can be qualitative or quantitative.The quantitative data collection
methods involve sampling and collection of structured data (Kinnear and Tylor, 1987).Its results
are easy to summarize the data, compare it and generalize it. This method entails strategies such
as;
Qualitative data collection methods are very important as they provide useful information
which is used in the understanding the processes which are behind the already observed results
and it affects peoples ways of thinking toward a problem and its solution. Qualitative
information collection method entails strategies like thorough interviews, observation methods
and reviewing of documents.
Data collection methodology
The use of questionnaires entails the giving out forms to the targeted audience. The
audience then fills the form and returns it to the researcher. This method is efficient in fields
where there are high levels of literacy. This method obtains demographic data, people’s opinions
about the church need, general information about the problem. This method only applies to the
people know about reading and writing. This form contains questions which are structured with

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blank spaces which need to be filled. The question is either open-ended or multiple choice
questions. Writing is always minimized and is even limited to numerals.
Questionnaires can be administered in very many ways such as through emails, face to
face or through the telephone. These questionnaires are complex in elaborating then and
sometimes the researcher translates the questions in the language the respondent understands
(Bagozi and Philips, 1971). This increases the chances of a higher number of responses from the
respondents.
In order for the collected data to be analyzed a hypothesis is conducted. Both the null and
hypothesis is conducted and analyzed using the data that has been surveyed.
Data ordering and analysis
The main reason for carrying out the research is to obtain data (Churchill, Brown and
Suter, 1992).From every problem or need, data was collected and analyzed. Weekly allowances
of Pioneer students was the entire population of the students that responded was 50 out of 100
respondents. The survey was conducted 45 included their valid answers and 5 did not respond to
the question. After analyzing the research it meant that more than 5000 students have weekly
allowances.
The survey conducted on the number of times in a week students went in the canteen. The data
was well presented in a chart and a high number of students eat in the canteen almost half of the
population. There are no any cases of any students not eating in the campus canteen.

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A survey was conducted on the factors that lead to the need for a good design.These factors are
the level of lighting the spacing and the setup of tables and chairs. A third of the respondent
responded on lighting and a half of the population needed an efficient spacing.
Conclusions
According to the survey data, the percentage of the fourth year students in Pioneer was 78
percent of the weekly allowance of 100. This means that the student's allowances for the week
are more than 1000.
According to the surveyed data, 50 percent of the population eat in campus canteen daily while
20 percent eat in the campus canteen thrice per week. 30 percent eat in the campus canteen once
per week. This means that almost half of the number of students eats in school.
The surveyed data shows that 70 percent of the students are affected by the design of the design
of the canteen store influences their purchasing decisions.
There are several factors that affect the purchasing decisions of the which includes the taste of
the food which was 34 percent, the second factor is the price of the food the ventilation and
cleanliness.The menu, location, and food presentation.
What I have learned
From the two parts of the research I have understood that before doing any research one
should first identify the pressing needs of the organization that is the Pioneer design of the
canteen. Find out which are the pressing problems the organization is currently facing. After that
survey the targeted audience through finding the access to information. Coming up with the

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correct method of data collecting and using it to get accurate information. This method includes
questionnaires, interviews, and observations. After conducting the research and obtaining the
data, analyze the data and interpret the data and then present the final results to the audience.
The canteen should improve the food taste and offer quality food at reasonable prices. The
campus should focus on other factors such the good ventilation of the canteen store, staff
members who are very friendly, good services.The canteen should observe proper sanitation and
offer good menus.

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References
Kinnear, T. C., & Taylor, J. R. (1987). Marketing research: an applied approach. McGraw-Hill
Companies.
Stewart, D. W., & Shamdasani, P. N. (2014). Focus groups: Theory and practice (Vol. 20). Sage
publications.
Hair Jr, J. F., & Lukas, B. (2014). Marketing research (Vol. 2). McGraw-Hill Education
Australia.
Bagozzi, R. P., Yi, Y., & Phillips, L. W. (1991). Assessing construct validity in organizational
research. Administrative science quarterly, 421-458.
Churchill, G. A., Brown, T. J., & Suter, T. A. (1992). Basic marketing research. Fort Worth, TX:
Dryden Press.