1. The document discusses conducting marketing research for RMIT university to improve the experience for current students and alumni. It recommends defining a clear target population and improving the research structure to achieve all objectives. 2. Interviews are proposed as the best data collection method as they allow for clarification and build rapport between interviewer and interviewee. However, interviews are also time consuming and open to bias. 3. Simple random sampling is recommended to give all participants an equal chance of selection. Surveys are then proposed for quantitative research to collect data from a large number of alumni across different fields of study.

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Marketing Research
Student’s Name
Institution

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Question 1
Moderation Guide
The draft moderation guide that has been used aims at carrying out proper research
regarding the case with the aim of coming up with the best marketing research that will help in
ensuring that RMIT becomes a better place for the current students and for the alumni as well.
Despite the fact that the moderation guide can help in addressing the current needs, it should be
done in a better way in order to ensure that all the objectives will end up being achieved.
Therefore, in order to come up with a proper research, it is important for the target population to
be properly defined. That is very important since it will help in ensuring that the target
population has been well identified and thus the research will only focus on the target population.
That is important since it will ensure that the research will be properly done according to the
target population. The structure of the research should also be improved to ensure that the
research will manage to achieve all the objectives. Therefore, the structure of the research should
critically explain the methods that have been used in the research and why the methods are
important for this research. It should also clearly explain the results of the research. The structure
should also involve giving recommendations. Recommendations are very important since they
help in showing some of the things that can be done to make a situation better. Therefore, with
the recommendations it will become easier for the objectives of the research to be achieved since
it will help in determining what should be done in order to ensure that proper marketing gets to
be done for the school thus ensuring that the school will end up becoming a better place.
Having different questioning techniques for this research is also important. That is
because it will help in ensuring that more information will end up being collected. With different
questioning techniques it becomes easy for one to end up collecting a lot of information because

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the different techniques of questioning help in ensuring that one will manage to question various
people in a way that each one of them will manage to answer the questions in their own way.
Using different techniques of questioning is also important since it will help in ensuring that
evaluation the data collected will be easy as well. The length of the draft moderation guide is
also appropriate in ensuring that everything that is required in the research gets to be covered.
Data Collection Method
The method of data collection that is recommended for the research is interviews.
Interview can be described as the method of data collection through which one tries to ask
interviewees various questions with the aim of getting to understand various points of views
from the interviewees. That helps in creating a good research since it will be easier to collect
different information from various people and thus it will be easy to understand.
Using interviews has various advantages. One of the advantages is that it is easy to
correct speech. That is because when an interview is being carried out, all the misunderstandings
and mistakes can be easily rectified. That happens because the interviewer is present physically.
Another advantage is that the interview helps in creating a relationship between the interviewer
and the interview. Therefore, that makes it easy for them to understand each other and cooperate
as well. Interviews also help in collecting primary information. That is because the interviewer
manages to collect the information just as it is needed. Sufficient information also gets to be
collected when interviews are used.
Using interviews has some disadvantages as well. One of the disadvantages is that it is
time consuming. That is because the interviewer has to interview various individuals for a certain
period of time and that ends up using a lot of time. The interview can also be biased at times.

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That is because the interviewer can ask biased questions and the interviewee can give biased
answers as well.
Sampling Method
Simple random sampling should be used. Simple random sampling ensures that each member has
a probability that is equal of getting chosen. Since each of the interviewees that will get to be
interviewed has some experience in the school and they are part of the institution, it is important
to ensure that any of them can be chosen to ensure that all the interviewees have the chance of
being chosen for the research.
The sampling method has various advantages. One of the advantages is that it does not have any
classification errors. That is because the researcher does not have to keep on classifying the
population. Another advantage is that it is suitable in analyzing the data that gets to be collected.
Using this method is also simple and it is not biased. Sampling error can be easily assessed when
this method is used.
The method has some disadvantages as well. One of the disadvantages is that selecting samples
ends up being hard at times since it is not easy since the units are largely dispersed. The method
has larger errors from a similar sample size compared to the errors that are experienced in
stratified sampling.
Question 2
Quantitative Research Method
I recommend that the second phase of the research should use surveys as the method of
collecting data. Surveys involve asking the same questions to a huge number of people. For the

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research to end up achieving the objectives that have been set it is important for a survey to be
done. The survey will help in ensuring that more information will be collected and that the
information will be collected from many people as well. The marketing research theory dictates
that proper information should be collected with the aim of ensuring that marketing opportunities
are clearly defined and that the market is properly studies to monitor its actions and performance
(Market Research Society, 2003). Therefore, using surveys for this phase is important since it
will help in ensuring that more information regarding the market will be collected from a lot of
people and thus making it easier for the objectives of the research to be achieved. The use of
surveys will also help in ensuring that more information regarding the market will be collected
and that will be of great importance. The use of survey is also important when simple random
sampling is being used since it will ensure that a lot of people will end up being used for the
research and that is important since it will help in ensuring that the survey will be a success.
The use if surveys will help in achieving the research objectives since the survey will
ensure that data is collected from various alumni who had majored in different study areas. That
will help in ensuring that they all get to give their view regarding the market and that will help in
coming up with various ways through which the university can improve.
Question 3
Data collection instrument
Survey Questions
1. Would you recommend this institution to others?
• Yes

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• No
• Maybe
2. Overall, how were you satisfied studying in the school?
• Very satisfied
• Somewhat satisfied
• Dissatisfied
• Very dissatisfied
3. Did the institution offer a good learning experience for you?
• Yes
• Somewhat good
• Not so good
• Not at all
4. How would you describe the institution?
• Useful
• Unique
• Effective
• Ineffective

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• None of the above
5. How well did the institution help in meeting your needs?
• Extremely well
• Very well
• Somewhat well
• Not well at all
• Not so well
6. How would you rate the institution?
• Good
• Offers high quality services
• Bad
• Offers bad quality services
• None of the above
7. How does the institution relate with the customers?
• Well
• Not so well
• It does not have a good relation with the customers at all

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8. If you were to pursue another course, how likely are you to choose the institution?
• Very likely
• Extremely likely
• Somewhat likely
• Not so likely
• Not at all
9. Do you think that the institution should have a program that entails the alumni
• Yes
• Absolutely yes
• No
• Not sure
10. Is the institution doing well compared to the other institutions?
• Yes
• I do not think so
• No
• Not sure
11. Do you believe that the institution made a contribution to your success today?

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• Of course yes
• I don’t think so
• Not at all
12. Do you have other comments, concerns, or questions?
Question 4
Data analysis
The data will be analyzed by going through all the survey questionnaires. Each question
will be checked and a record of the number of people that chose each of the answers will be
made. Therefore, that will greatly help in ensuring that one will manage to evaluate the results
from the answers that will be collected. That will also help in recording the data. That will also
help in ensuring that the data collected will be assessed appropriately. Various inferential
statistics tests can be used with the aim of achieving the research objectives. One of them is the
Paired T- Test. This test is important in this case since it will help in testing the difference that
exists between two variables that are different from each other. Another test that can be used in
this case is the ANOVA. This test will help in testing the difference between the means of groups
after every difference and that will ensure that the outcome of the variables get to be accounted
for. The Independent T-Test can also be used in this case to ensure that the objective will be
achieved (Laurie et al., 2017). The test will help in testing for the differences that might be
existing between two variables that are related. All the tests are important in this case since they
will all aim at coming up with results that will help in achieving the objectives of this research.

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References
Ferber, R. (1963). Market research. New York, McGraw-Hill.

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Laurie, C., & Jensen, E. (2017). An introduction to inferential statistical tests.
http://methods.sagepub.com/video/an-introduction-to-inferential-statistical-tests.
Market Research Society. (2003). Social class definition in market research objectives and
practice. 1st report. London, The Society.
Park Historic Structures and Cultural Landscapes Program (U.S.). (1998). Surveys.
http://purl.fdlp.gov/GPO/gpo53998.
Appendices
Data collection instrument

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Survey Questions
13. Would you recommend this institution to others?
• Yes
• No
• Maybe
14. Overall, how were you satisfied studying in the school?
• Very satisfied
• Somewhat satisfied
• Dissatisfied
• Very dissatisfied
15. Did the institution offer a good learning experience for you?
• Yes
• Somewhat good
• Not so good
• Not at all
16. How would you describe the institution?
• Useful

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• Unique
• Effective
• Ineffective
• None of the above
17. How well did the institution help in meeting your needs?
• Extremely well
• Very well
• Somewhat well
• Not well at all
• Not so well
18. How would you rate the institution?
• Good
• Offers high quality services
• Bad
• Offers bad quality services
• None of the above
19. How does the institution relate with the customers?

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• Well
• Not so well
• It does not have a good relation with the customers at all
20. If you were to pursue another course, how likely are you to choose the institution?
• Very likely
• Extremely likely
• Somewhat likely
• Not so likely
• Not at all
21. Do you think that the institution should have a program that entails the alumni
• Yes
• Absolutely yes
• No
• Not sure
22. Is the institution doing well compared to the other institutions?
• Yes
• I do not think so

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• No
• Not sure
23. Do you believe that the institution made a contribution to your success today?
• Of course yes
• I don’t think so
• Not at all
24. Do you have other comments, concerns, or questions?