1. MARKETING RESEARCH
COLLOQUIUM 2012
ON
CURRENT ISSUES OF
MARKETING IN
FEDERAL TERRITORY OF
LABUAN

2. 26 November 2012, there were 25 topics related to the current issues of marketing in Federal Territory of Labuan was
presented at the Marketing Research Colloquium 2012 by the final year undergraduate students of University
Malaysia Sabah, Labuan International Campus (UMSKAL) from Bachelor Degree of International Marketing with
Honors for 2010/2011 session. There were 105 students has taken Marketing Research (GC30503) subject and they
were clustered into 25 groups and successfully presented their research findings. The Colloquium enable students to
examine the current issues of marketing related to the attitude and buying behavior of community in Federal Territory
of Labuan, the presence of relationship marketing in order to increase consumer loyalty for products purchases and at
the end could help them to develop effective communication while conducting the field work. These could also
contribute to the socio-economic development of the community.
Some of the topics related to the current issues of marketing in Federal Territory of Labuan presented at the Marketing
Research Colloquium 2012 includes: “Environmental values and lifestyles as determining factors of ecological
consumer behavior”, “The effect of perceived services quality dimension on customer satisfaction, trust and loyalty in
e-commerce setting among UMSKAL students: A cross cultural analysis”, “Superstitious beliefs in consumers
evaluation of brand logos“, “The effect of commitment and trust toward micro-blogs on consumer behavioral intention:
A relationship marketing perspective”, and “Trust and willingness to adopt e-banking among UMSKAL students and
staff”.
Prof. Dr. Norazah Mohd Suki was the person who is responsible as the advisor for this course and has helped her
students a lot in order to finish all the research study. She has offered guidance to each of the group in terms of the
basic marketing research concept and the process of research and how to develop and apply the knowledge and
analytical skills in order to make marketing decisions. Indeed, students were also exposed on ways to use computer
software for data entry, data cleaning, data analysis, data interpretation such as Statistical Package for Social
Sciences (SPSS) version 20based on the developed questionnaire and collected data.
The main objective of the Marketing Research course is to furnish students with knowledge to understand the concept
and technique needed in order to implement the research marketing, thereafter could apply the knowledge to solved
marketing or business real problem through research and educate all the students about the understanding about
practicality to analyzed and interpret the SPSS output. The learning outcomes of the course have enable students to
determine and identify the characteristics and the scope of research, explore the research design and measuring
scale, understand the data collection including the preparation and analysis.