Marketing Research Assignment: Swinburne University

Swinbune University of Technology | SPSS Marketing Research Assignment | . | | Swinburne University | 10/5/2012 |

Using various techniques with the SPSS program and the university database given, the marketing problem of trying to enhance the Higher Education students of Swinburne University in the Hawthorn campus was analysed. |

Group members:
Geng, Guanyu 1763067
Li, Frances 6947972
Steven, Samuel 7221983
Sun, Yiqi 7235410

Subject code: HBM221N
Subject title: Marketing Research
Tutor: Bopha Roden

Contents Introduction 1 Marketing Problem 1 Research Objectives 1 Target Market 1 Research Design 2 Survey Research 2 Errors in survey research 2 Structure of questions 3 Main Findings 4 Objective
| a. Dichotomy group tabulated at value 1. |

From the table 485 people are the full time students and 30 people are the part time students. We can clearly see that most of the students agree to choose the Swinburne University because of the location which include 37.1% of the full time student and 43.3% part time student. However, only 3.3% of the part time students choose the university because of their friends or family had been there and there have no other reason for the part time student to choose the university. On the only hands, only 3.5% of the full time student chooses this university because they want to gain a scholarship.

Question 3: Other universities that the students considered Case Summary | | Cases | | Valid | Missing | Total | | N | Percent | N | Percent | N | Percent | $Q3Mra | 518 | 97.4% | 14 | 2.6% | 532 | 100.0% | a. Dichotomy group tabulated at value 1.
The means are 3.80 and 3.34 for international students and local students respectively. The mean for international students is 0.46 higher than local students’. Therefore it is considered that there is significant difference between two variables.
From the T-Test above, the Levene’s test is 0.075 which is greater than 0.05. Thus, equal variances are assumed. Secondly the P value (Sig (2- tailed)) is 0.000 which is smaller than 0.05. Therefore we do not accept H0 which means there is a very significant difference (P= 0.000) between the reasons of going to university and the status of students (local or international).
Comparison between Q6.1, 2, 3, 6 and Q13 to analyse the other reasons and local and international students

Group Statistics | | INTERNATIONAL / LOCAL | N | Mean | Std. Deviation | Std. Error Mean