Research Proposal

Research Proposal



Table of Contents

Introduction3

Title3

Background3

Rationale for the study4

Research Aims4

Research Objectives4

Research Questions4

Research Hypotheses5

Literature Review and Conceptual Framework6

Research Design and Methodology13

Research Methodology13

Resource Requirements15

Ethical Issues16

Timetable and References18

Timetable (using Gannt Chart)18

Time-Line for Research Activities19

References20

Research Proposal

Introduction

Title

How promotional activities of the private tertiary educational sector influence on consumers (candidates) buying/selection decisions?

Background

Tertiary Educational sector is in a very competitive nature in today's context. As the competitiveness is intense, every organization tends to promote their educational programs to attract more candidates. In order to develop and maintain a competitive advantage for educational institutions in the international market, tertiary academic units need to incorporate effective promotional strategies and activities within their marketing plan. However, the problem is whether promotional activities influence candidates' decisions when selecting an educational program for their career development. While we can easily observe the crucial role of marketing promotions that enhance the global presence of service enterprises within international educational markets, there is also a need to assess their usefulness and effectiveness in creating consumers for the organizations. Accordingly, this research is focused on whether promotional activities of the private tertiary educational sector influence candidates buying/selection decisions. We will examine the nature of promotional activities and the role they play in attracting enrolled to study in these institutions.

Rationale for the study

The rationale of this research-based study is based on identifying the relationship between two variables (promotional activities of the chosen sector and responses by candidates). This would be either a positive or a negative relationship.

The outcomes of the research would help the educational organizations in developing and maintaining sound marketing strategies for the prospects. Based on the findings, organizations that are engaged in tertiary educational services would be able to make their promotional decisions in an effective and efficient manner.

Research Aims

Research Objectives

To identify how promotional activities of the private tertiary educational sector influence on candidates' buying/selection decisions?

To assess the applicability and usefulness of promotional efforts in increasing the number of enrolled.

To determine how these promotional efforts need to be altered in order to be more effective in attracting prospective students.

Research Questions

The followings are the research questions to be tested:

Are promotional activities of the private tertiary educational sector having positive influence on candidates' buying/selection decisions?

Are promotional activities of the private tertiary educational sector having negative influence on candidates' buying/selection decisions?

Research Hypotheses

The research questions above can be made into the following hypothesis:

•Promotional activities of the private tertiary educational sector are having a positive influence on candidates' buying/selection decisions.

Accordingly, our null hypothesis would be as follows:

•Promotional activities of the private tertiary educational sector are not having a positive influence on candidates' buying/selection decisions.

Literature Review and Conceptual Framework

Marketing forces play an increasingly important part in tertiary educational sector and these educational institutions find themselves in a highly competitive environment today. The chief target of international student recruiters is to communicate their message to the target audience in an orderly manner and the educational advantages of their institutes and universities so that students make an informed decision about their future ...