Marketing Research of Work Integrated Learning

Running head: MARKETING RESEARCH
Marketing Research
Name of the Student:
Name of the University:
Author note:

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MARKETING RESEARCH
Introduction
Swinburne University has launched a program ‘Work Integrated Learning’ or WIL for
the students to help them in gathering work experience while they are studying and move ahead
in the competitive job market. The university wants to increase the number of students
undertaking WIL, including both professional placements and internships and for this purpose, a
survey has been conducted to know the attitude of the students towards the WIL and their
perceptions about it.
The objective of this research is to evaluate the attitude towards and perceptions of WIL
among the students of the Swinburne University.
The research questions are:
RQ1: What are the average attitudes and perceptions related to WIL of undergraduate students at
Swinburne?
RQ2: What are the relationships between overall attitude and perceptions towards WIL?
Methodology
Since the research topic is based on exploration and evaluation of the attitude and
perception of the students of the university about the WIL, hence, secondary data would not be
useful to answer the research questions (Walliman 2017). Therefore, primary data is collected to
get the relevant information regarding the research topic.
Online survey method has been adopted for primary data collection. Qualtrics has been
used to design and programs the online survey. The survey questionnaire contains 14 close ended
questions and those are divided into two sections, 6 in the demographic and 8 in the non-

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MARKETING RESEARCH
demographic section. In the non-demographic section, replicable scales, that is, 5-point and 7-
point rating scales have been used to rate the attitude and perceptions of the participants
regarding the WIL in Swinburne University.
The target population for the study is the undergraduate students, 18+ years old, studying
at Swinburne University. Simple random sampling technique has been followed and 242 students
provided their responses. The data is analyzed quantitatively in MS Excel by applying
descriptive statistics, frequency analysis and correlation techniques. The findings are presented
below.
As the data collection method involved individuals, some ethical considerations are met,
such as, informed consent has been taken from each of the participants and they were provided
with voluntary participation rights in the survey.
Data analysis and findings
242 responses are collected through an online survey method on the knowledge, attitude,
and perception of the undergraduate students of the Swinburne University regarding the WIL.
There are some missing values in the response dataset, and hence, those are discarded while
calculating descriptive statistics (Quinlan et al. 2019).
Demographic analysis
Descriptive analysis, particularly, frequency analysis establishes the level of awareness of
the respondents about the significance of WIL at both internships and professional placements
(McCarthy et al. 2019). The descriptive statistics of the Age (D1) profile of the participants show
that the average age of the respondents are 21.05 years, and the median value is 21. The

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minimum age of the students is 21 and the maximum is 32, and hence, range of age of the target
population is 14.
The Gender (D3) profile of the respondents shows that majority of the respondents are
female (54%), and 17 respondents did not provide their responses.
The count of responses for the Current employment status is as follows: