Marketing Research Report: BCU Student Union Participation Analysis

This marketing research report investigates the attitudes and participation levels of students at Birmingham City University (BCU) in the BCU Student Union (SU). The study employs an exploratory research design, targeting undergraduate students through a non-probabilistic sampling technique, with a sample size of 20 students. Data collection utilizes a questionnaire administered through personal interviews. The research questions focus on identifying student awareness of SU activities, participation frequency, information availability, and factors influencing participation. Findings reveal that a majority of students (80%) believe the SU plays a vital role, primarily through academic activities. The analysis indicates that students regularly participate in SU events, with academic welfare activities being a key driver for engagement. The report concludes with recommendations for the BCUSU to enhance student participation, including improved communication, feedback mechanisms, and fostering a supportive environment. The report also includes survey results and filled questionnaires in the appendix.

MARKETING RESEARCH

Table of Contents
INTRODUCTION...........................................................................................................................3
Research methodology.................................................................................................................3
Analysis and findings..................................................................................................................4
CONCLUSION AND RECOMMENDATION............................................................................10
REFERENCES..............................................................................................................................11
APPENDIX....................................................................................................................................12

INTRODUCTION
National Union of Students (NUS) was established in the year 1922 that is a voluntary
form of organization comprising a confederation of 600 students union equals to more than 95%
of all higher and further education unions across UK. They represent the interest of more than 7
million students. The fundamental aim of NSU is to promoting students rights, protect them
against injustice and unfair treatment, discrimination and support and strengthen the students
unions. All the students who are studying in the Birmingham City University are automatically
became the member of NCU. The aim of BCU’s student union is to create and promote a
positive experience for all the students through delivering them wide range of services. The
present report focuses on investigating the attitude and participation level in BCSU through a
primary survey, and on the basis of this, BCU will be recommended on how participation level
can be encouraged in union activities.
Research methodology
Research type – Exploratory design
Target market – BCU’s UG (Undergraduate students)
Sampling technique – Non-probabilistic/random sampling: Under this technique, all the
members of the target market will have an equal opportunity or chance to being section in the
sample (Pickard, 2012).
Sample size – 20 UG students of Brimingham City University
Research instrument – Questionnaire covering number of questions regarding the chosen
research issue will be used for data collection purpose (Ohgaki and Kleihues, 2013). It will be
filled by the respondents through conducting personal interviews (Englander, 2012).
Research questions:
 To identify awareness among students towards range of activities and services that
BCU’s SU undertake
 To analyze how frequently students participate in SU activities
 To investigate availability of information available on SU’s activities
 To identify factors that influence students decisions to participate in SU’s services

 To recommend the appropriate ways to BCUSU to encourage more and more students to
actively participate in union’s activities
Analysis and findings
Number of
students %age
Yes 16 80%
No 4 20%
20
80%
20%
Yes No
In the survey, it has been founded that majority of the students 16 (80%) said that SU
plays a vital role in the BCU. As they look into the students problems, value their interest and
take actions to protect their rights against any kind of injustice, isolation and discriminatory
practices. However, only 20% replied that SU does not play a significant role in the universities.
Number of
students %age
Cultural 4 20%
Social 2 10%
Sport 5 25%
Academic 8 40%
others 1 5%
20 100%

Cultural Social Sport Academic others
0
1
2
3
4
5
6
7
8
9
4
2
5
8
1
Number of students
Results revealed that BCUSU conduct wide range of academic and educational activities
to support and guide students appropriately as in the survey, 40% (8) students replied that
academic activities conducted by SU greatly assist for their career advancement and growth.
However, fewer students replied that SU also conduct wide range of activities like cultural,
social, sport and others for the overall growth of the students.
Number of
students %age
Very often 4 20%
Often 3 15%
Regularly 12 60%
Rarely 1 5%
Total 20 100%

Very often Often Regularly Rarely
0
2
4
6
8
10
12
14
4
3
12
1
Number of students
As per the results, it can be analyzed that majority of the UG students actively
participates in the activities held by SU as in the survey, 60% replied that they regularly
participate.
Number of students %age
Treating students well 4 20%
Academic welfare activities 8 40%
High empowerment 2 10%
High response rate 2 10%
Strong relationship 3 15%
Other 1 5%
Total 20 100%

Treating students well
Academic welfare activities
High empowerment
High response rate
Strong relationship
Other
0
1
2
3
4
5
6
7
8
9
4
8
2 2
3
1
Above chart highlighted that majority of the students replied that academic welfare and
extra-curricular activities conducted by the SU attract and encourage them to actively
participation and engage with the Union. In the survey, 40% students replied that academic
qualification is their main educational activities, henceforth, it can be considered as the strongest
element that helps to encourage greater level of participation. However, fewer students believed
that high response rate, high empowerment, strong relationship and well treatment and behavior
with the students are comparatively more important factor for the better student’s engagement.
Number of students %age
Excellent 4 20%
Good 11 55%
Average 3 15%
Satisfactory 1 5%
Poor 1 5%
Total 20 100%

Excellent Good Average Satisfactory Poor
0
2
4
6
8
10
12
4
11
3
1 1
Number of students
Above graph depicts that higher number of BCU’s UG students to 11(55%) said that SU
is delivering enough support and guidance to them and protecting their rights and interest.
Henceforth, they ranked the working effectiveness of the SU as good whilst 4 ranked as
excellent.
Number of
students Percentage
Promoting and protecting rights 3 15%
Fight against injustice and discrimination 5 25%
Academic support and suggestions 8 40%
Representing students views to top administration 3 15%
Others 1 5%
20 100%

Promotin and protecting rights
Fight against injustice and discrimination
Academic support and suggestions
Representing students views to top administration
Others
0
2
4
6
8
3
5
8
3
1
Number of students
Majority of the students to 8 (40%) responded that BCU’s SU renders enough and
sufficient academic support, advices and suggestions to them so as to create bright career path
for the success. Thus, in order to take appropriate advices, students interact with the union
members and encourage them towards greater level of participations and engagement. They
responded that SU is a source of professional and educational help and support. However, less
participants replied that fight against injustice and unethical practice, protecting rights and
representing students interest to the top administrative authority of the university assist students
to resolve their queries and build positive experience.
Number of
students Percentage
Extremely agree 10 50%
Agree 5 25%
Neutral 3 15%
Disagree 1 5%
Strongly disagree 1 5%
20 100%

Extremely
agree Agree Neutral Disagree Strongly
disagree
0
2
4
6
8
10
12
10
5
3
1 1
Number of students
50% of selected participants are extremely agreed with the statement that BCU’s SU
strongly lead entire student’s base. They take care of all the members, listen their problems and
take decisions to resolve their queries and issues. On the basis of this, it can be interpreted that
SU focuses towards caring students rights and deliver them wide range of services in order to
create their career brighter and stronger for personal and professional growth.
CONCLUSION AND RECOMMENDATION
After analyzing the survey, it can be concluded that majority of the students participate in
the activities that are held by the BCUSU. Out of all, academic activities, educational advice,
help and support greatly encourage students to better engagement with the union members and
took actively participation with them. In order to increase the working, BCUSU can be
recommended to regularly communicate with all the students to identify that what issues they are
facing and thereby represent it to the top administrators to resolve their queries and problems.
Moreover, feedback form can be used to identify the actual requirement of the students and
thereby take right decisions to help them for the education success. Further, providing them
familiar environment and maintaining good relationship with the students also will be of huge
assistance to create and build positive experience for all the University students.

REFERENCES
Books and Journals
Di Francesco, M., Das, S. K. and Anastasi, G., 2011. Data collection in wireless sensor networks
with mobile elements: A survey. ACM Transactions on Sensor Networks (TOSN). 8(1).
p.7.
Englander, M., 2012. The interview: Data collection in descriptive phenomenological human
scientific research. Journal of Phenomenological Psychology. 43(1). pp. 13-35.
Ohgaki, H. and Kleihues, P., 2013. The definition of primary and secondary glioblastoma.
Clinical cancer research. 19(4). pp.764-772.
Pickard, A., 2012. Research methods in information. Facet publishing.

APPENDIX
Questionnaire
(Kindly give your valuable and precious responses, it will be extremely appreciated)
Demographic questions
Name:
Gender:
 Female
 Male
Q.1. In your opinion, does students union plays a significant role in university?
 Yes
 No
Q.2. What kind of services and facilities students union provides you?
 Cultural activities
 Sport activities
 Social activities
 Academic activities
 Others
Q.3. How frequently do you take participation in activities conducted by students union?
 Very often
 Often
 Regularly
 Rarely
Q.4.Which is the most effective factor that encourages you to actively participate in SU?
 Treating students well