Marketing Research Report: Kent Institute Student Satisfaction

This marketing research report investigates the satisfaction levels of students at Kent Institute regarding its infrastructure, facilities, and resources. The research employs a pragmatic philosophy, utilizing both quantitative and qualitative methods. A deductive approach is followed, focusing on student feedback rather than theory development. The study uses a sequential explanatory research design, where quantitative data from surveys is followed by qualitative data from interviews to explain the survey findings. Primary data collection involves online surveys and interviews with students and teachers. The sampling framework includes probability and non-probability sampling methods, with a total sample size of 155 participants. Quantitative questions assess satisfaction levels with various aspects of the institute, while qualitative questions explore areas needing improvement. Analytical techniques include the Likert scale method for surveys and correlation analysis using Microsoft Excel. The findings from the survey are cross-checked with the qualitative answers to identify key areas for improvement in the institute's resources and facilities.

Running head: MARKETING RESEARCH
Marketing Research
Research topic: To investigate the satisfaction levels of students on Kent Institute’s
infrastructure, facilities and resources
Name of the student
Name of the University
Author Note

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Table of Contents
1.0 Research methodology.....................................................................................................................2
2.0 Sampling framework.......................................................................................................................3
2.1 Sample size..................................................................................................................................3
3.0 Research Question...........................................................................................................................4
3.1 Quantitative Questions.................................................................................................................4
3.2 Qualitative Questions...................................................................................................................6
4.0 Proposed analytical techniques........................................................................................................7
5.0 Feasibility........................................................................................................................................7
6.0 Reference List..................................................................................................................................8

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1.0 Research methodology
Research methodology comprised of three aspects- research philosophy, research
approach and research design. Research philosophies are for three types- positivism,
interretivism and pragmatism (Goldkuhl 2012). This research study will follow pragmatism
philosophy that refers that both quantitative and qualitative research methods will be used in the
research that is the process of considering large sample size through survey and small sample
size for interview process is focused. Research approach is of two types- inductive and deductive
(Creswell and Creswell 2017). This research focuses on the deductive approach as this research
does not aims for developing new theories and the level of student’s satisfaction regarding
university’s infrastructure, resources and facilities will be observed based on the response given
by them on the survey questions.
Moreover, Creswell and Creswell (2017) stated that there are three categories of research
design- descriptive, exploratory and explanatory. This research will focus on sequential
explanatory research design as collection and research result of quantitative data is followed by
the qualitative data of the collection and analysis. The qualitative research obtained thus utilized
for explaining the significance of the findings of the quantitative research result.
Data collection process in the research methodology includes two processes- primary and
secondary data collection process (Goldkuhl 2012). In primary data collection process, the
response is taken directly from the respondents and can be collected through survey, interviews
and telephonic conversation. On the other hand, data collected from sources like newspaper
articles, magazines and research papers is known as secondary data collection. This research
will focus on the primary data collection process through online survey from the students of the
considered academic institutions.

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2.0 Sampling framework
Ritchie et al. (2013) stated that sampling framework methodology represents the source
material through which a sample is drawn. The source can be people, organizations, or existing
documents based on the type of the data collection selected for the research study (Uprichard
2013). Probability and non-probability sampling methods are the two different categories for
selecting the sample size for primary data collection (Acharya et al. 2013).
This research emphasized on both the probability and non-probability sampling
methods. The sample size of the students of the university will be selected based on probability
sampling methods- simple random sampling; while the selection of the respondents for the
qualitative research will be based on non-probability sampling methods. The simple random
sampling method is applied to only two sections of the higher education classes and the sampling
framework also considers these students as the research respondents.
2.1 Sample size
The total sample size for this research study will be 155 among which 150 are students
from the Kent Institute of Australia and the remaining 5 research respondents are the teachers
and mentors of the same institute. Students will give response to the questions based on the
required facility of the university; whereas, the teachers can clearly depict whether or not the
available infrastructure, facilities and resources are sufficient.
3.0 Research Question
3.1 Quantitative Questions
Demographic Questions
Q1. What is your gender?

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 Male
 Female
Q2. What degree in higher education courses you are perusing in Kent Institute of Australia?
 Bachelor of Business
 Bachelor of Accounting
 Bachelor of Information Technology
Research question on Infrastructure, facilities and resources in the institute
Q3. Are you satisfied with the power supplies provided by Kent Institute of Australia?
 Highly Unsatisfied
 Unsatisfied
 Satisfied
 Highly Satisfied
Q4. What degree of satisfaction you get from the internet facilities offered by Kent Institute of
Australia?
 Highly Unsatisfied
 Unsatisfied
 Satisfied
 Highly Satisfied
Q5. Are you satisfied with the water supplies provided by Kent Institute of Australia?
 Highly Unsatisfied
 Unsatisfied
 Satisfied
 Highly Satisfied

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Q6. What degree of satisfaction you get from the library services offered by Kent Institute of
Australia?
 Highly Unsatisfied
 Unsatisfied
 Satisfied
 Highly Satisfied
Q7. Are you satisfied with the physical resources provided by Kent Institute of Australia?
 Highly Unsatisfied
 Unsatisfied
 Satisfied
 Highly Satisfied
Q8. What degree of satisfaction you get from the entertainment and recreation facilities offered
by Kent Institute of Australia?
 Highly Unsatisfied
 Unsatisfied
 Satisfied
 Highly Satisfied
Q9. Are you satisfied with the desks and chairs provided by Kent Institute of Australia?
 Highly Unsatisfied
 Unsatisfied
 Satisfied
 Highly Satisfied
Q10. What degree of satisfaction you get from the devices offered by Kent Institute of Australia?

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 Highly Unsatisfied
 Unsatisfied
 Satisfied
 Highly Satisfied
Research question on overall satisfaction for offered infrastructure, facilities and resources in
the institute
Q11. Are you satisfied by the different infrastructure, facilities and resources offered by Kent
Institute of Australia for gaining knowledge for your course?
 Highly Unsatisfied
 Unsatisfied
 Satisfied
 Highly Satisfied
3.2 Qualitative Questions
Q12. Do you think the infrastructure; facilities and resources provided and offered by the Kent
Institute is enough for the providing education to students?
Q13. According to your perception, what are the areas of the Kent’s infrastructure, facilities and
resources need improvement?
4.0 Proposed analytical techniques
Data will be collected through primary research in form of questionnaire survey and
interview. The survey is designed on the online platform of survey monkey; while a face-to-face
interview session is conducted for the selected teachers. The questionnaire can be measured
through likert scale method and have option of ‘highly unsatisfied’, ‘unsatisfied’, ‘satisfied’ or

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‘highly satisfied’. The research outcome is analyzed in Microsoft Excel through co-relation
method in order to prioritize the required infrastructure, facilities and resources which need to be
enhanced immediately for providing knowledge to the students. The qualitative answer given by
the teachers then compared with the survey result to prove the significance of the result from the
survey and to identify the areas where most enhancements are required.
5.0 Feasibility
This research focuses on both the qualitative and quantitative method is used for
getting more in-depth information and knowledge of the problem statement for the research. The
data obtained from the quantitative result is cross-checked by the qualitative answers given by
the mentors of the university. Thus this method is feasible to identify the key areas where
improvements in the infrastructure, facilities and resources for Kent Institute of Australia are
required.

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6.0 Reference List
Acharya, A.S., Prakash, A., Saxena, P. and Nigam, A., 2013. Sampling: Why and how of
it. Indian Journal of Medical Specialties, 4(2), pp.330-333.
Creswell, J.W. and Creswell, J.D., 2017. Research design: Qualitative, quantitative, and mixed
methods approaches. Sage publications.
Goldkuhl, G., 2012. Pragmatism vs interpretivism in qualitative information systems
research. European journal of information systems, 21(2), pp.135-146.
Ritchie, J., Lewis, J. and Elam, R.G., 2013. Selecting samples. Qualitative research practice: A
guide for social science students and researchers, 111.
Uprichard, E., 2013. Sampling: Bridging probability and non-probability designs. International
Journal of Social Research Methodology, 16(1), pp.1-11.