Masaryk University Faculty of Economics and Administration Field of study: Business Management

QUANTITATIVE MARKETING RESEARCH

Diploma work

Thesis superviser: Author: Ing. Radoslav ŠKAPA, Ph.D. Ilya SHAIDEROV

Brno, 2012

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Masaryk University Faculty of Economics and Administration

Department of Corporate Economy

Academic year 2010/2011

ASSIGNMENT OF DIPLOMA THESIS

For: Shaiderov Ilya

Field: Business Management

Title: Quantitative Marketing Research

P r i n c i p l e s o f t h e s i s w r i t i n g:

Objective of the thesis: The objective of the thesis is to conduct an individual research project.

Approach and methods used: The author is expected to:

1. suggest a marketing-related research topic (e.g. consumer research),

2. to prepare a research design that utilizes the quantitative analytical methods,

3. to collect the data,

4. to analyze the data using statistical methods and

5. to interpret the results.

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The extent of graphical works: according to the supervisor's guidelines, the assumption is about 10 charts and graphs

The thesis length without appendices: 60 – 70 pages

List of specialist literature:

Cooper, Donald R. - Schindler, Pamela S. Business research methods. 8th ed. Boston: McGraw-Hill, 2003. xix, 857 s. ISBN 0-07-249870-6.

Smith, Scott M. - Albaum, Gerald S. Fundamentals of marketing research. Thousand Oaks: Sage, 2005. xii, 881 s. ISBN 0-7619-8852-1.

Malhotra, Naresh K. Marketing research: an applied orientation. 6th ed., Global edition. Boston: Pearson, 2010. 929 s. ISBN 9780136094234.

Hair, Joseph F. - Bush, Robert P. - Ortinau, David J. Marketing research: within a changing information environment. 3rd ed. Boston: McGraw-Hill, 2006. xxvii, 700. ISBN 0-07-283087-5.

Sekaran, Uma - Bougie, Johan Roger Gisbert. Research methods for business: a skill building approach. 5th ed. Chichester: Wiley, 2009. xx, 468 s. ISBN 9780470744796.

Diploma thesis supervisor: Ing. Radoslav Škapa, Ph.D.

Date of diploma thesis assignment: 20/3/2011

Submission deadline for Diploma thesis and its entry in the IS MU is provided in the valid Academic Calendar.

Department Head Dean

In Brno on 20/3/2011

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Abstract

The objective of this paper is to analyze the reasons for choosing Masaryk University among international students studying in English language; and identify the ways on how to improve Masaryk University overall attractiveness among this market segment based on best practice solutions in this sphere and obtained primary data. The trend of the work represents theoretical analysis of marketing research insights and their further application into practical part. Practical part consists of survey design and its implementation along with collected data analysis and future recommendations.

Exploratory research has been chosen as a research design in order to clarify relevant issues and uncover variables associated with a research goal. Primary data was collected through structured quantitative questionnaires which gathered 26 respondents. Data was coded and tabulated by Microsoft Excel spreadsheet application.

Results suggest that current and prospective students perceive two most important criteria for choosing Masaryk University: ―people‖ – which is competitive academic staff and employability after graduation. Two other criteria: ―processes‖ and ―physical evidence‖ were not in students‘ main concern, even though Masaryk University has above average scores of those two criteria. So it has been recommended to improve previous two criteria (―people‖ and employability) along with promotion the other two (―processes‖ and ―physical evidence‖).

KEYWORDS: marketing research, higher education, quantitative research, marketing mix, viral marketing, website analytics, blogs, marketing

Declaration

I declare that this work has been completed by me independently under the direction of Ing. Radoslav Škapa, Ph.D. I have used no sources or aids other than those cited.

Brno, 26.04.2012

______Ilya Shaiderov

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ACKNOWLEDGEMENTS

This work would not gain such academic and practical weight as it would not be under constant coordination of Ing. Radoslav Škapa, Ph.D.: his persistence and patience.

Choosing a topic and further theoretical and practical implications in this work were supported by my internal motivation to truly conduct all steps of marketing research. Topic ―Quantitative marketing research‖, proposed by Ing. Radoslav Škapa, Ph.D. was indeed something I was looking for. It encompasses two main steps in any research: theory and its implication which to my point of view prepares a good specialist for the professional career.

I am also grateful to all respondents who participated in my survey for their time and serious approach to this process.

Brno, in April 2012 Ilya Shaiderov

Number of words: 17 750

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ACRONYMS

HE Higher education

MU Masaryk University

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Table of Contents

INTRODUCTION ...... 1 LITERATURE REVIEW ...... 3 1. THEORETICAL PART ...... 5 1.1. Marketing versus Market research ...... 5 1.2. Quantitative versus Qualitative Research ...... 5 1.3. Marketing Research Process ...... 6 1.4. The Research Plan ...... 13 1.5. Measurement ...... 13 1.6. Designing Questionnaires ...... 14 1.7. Inaccuracy ...... 15 1.8. Ambiguity ...... 16 1.9. Hints to improve quality of questionnaire: ...... 18 1.10. Sampling procedures in Marketing Research ...... 20 1.11. Editing, Coding and Descriptive Analysis ...... 23 1.12. Research Errors ...... 24 2. PRACTICAL PART ...... 25 2.1. Marketing Research Process Applied ...... 25 2.2. Analysis and interpretation of data ...... 28 2.3. Secondary data ...... 28 2.4. Primary data ...... 35 RESEARCH REPORT ...... 45 CONCLUSION ...... 49 REFERENCES ...... 51 Appendix A: Questionnaire ...... 54

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INTRODUCTION

―The elements of globalization in higher education (HE) are widespread and multifaceted and the HE market is now well established as a global phenomenon, especially in the major-English speaking nations: Canada, the US, Australia and the UK. In the context of increasing competition for home-based and overseas students, higher educational institutions now recognize that they need to market themselves in a climate of international competition.‖ (Hemsley-Brown J.V. and Oplatka, I.,2006)

The main idea of this research is to analyze secondary information about HE marketing around the world to detect potential solutions to MU (Masaryk University) problem (attraction of international students). After this set of potential solutions will be developed, there will be next step – verification on the extent of those solutions match with real MU situation. To get this verification researcher should proceed to obtain primary data including questions that will prove or disprove world practices in HE marketing solutions. The final result of this procedure will be mix of proved MU problems which exist in world practices (solutions will be applied according to secondary data) and problems which inherent only in MU university (in this case researcher should propose potential solutions which will improve current situation). In order to increase accuracy of primary data collection common research errors will be taken into consideration and verified according to proposed procedures. Errors are briefly mentioned in the practical part but the detailed explanation of some of them will take place only if one of those will arise during the research process. Research goal of this study is to identify ways on how to increase students` inflow into MU by means of detecting general preferences of MU customers (prospective and current students). The motivation to reach this goal is coming from the secondary information gathered. Despite the fact that HE marketing is a new stream in marketing itself, there are many tools on how to increase students‘ enrollment. University potential to increase international students‘ inflow derives from university image, reputation, branding, mobile marketing, Google analytics and many more which is explained in secondary information part. Motivation to improve MU HE marketing activities comes from the point that current students have more possibilities to travel abroad. ―It has been estimated that more than 1.6

2 million students study outside of their home countries, with more than 547,000 studying in the United States‖. (Pimpa, 2003) So there is a huge potential for universities to attract international students through marketing campaigns. In this work MU considers as an organization which has a goal to increase quantity of students enrolled from abroad. For this reason any company should understand its customer (needs, threats, and opportunities). Usually company has several categories of customers. ―Some buy because they find your price to be the lowest, some because they find your services to be outstanding, while some purchase from you because of your reputation in the industry‖. (Rodriguez, 2004) Even though there is set of categories of customers, the main feature always exists. So, this work is devoted to depict the ―main customer‖ for Masaryk University. For this purpose quantitative marketing research is a tool to solve this. Different categories of customers give criteria to improve sales for a company. ―It is important that you know what customers consider most valuable about your products or services‖. (Rodriguez, 2004). That is why quantitative marketing research would bring up those values of the MU education for further improvement. Moreover it will display disadvantages of MU higher education which after all should be improved to make them as advantages. Results of marketing research have several consequences. The first one, company gets closer to its customer and it can promote its products according to customer characteristics in social class, lifestyle, marital status and etc. The second one, company might redesign its product or service according to specific advices of customers. And last one is that a company can find one more target market which responds to company marketing mix. All these items allow marketing manager to crystallize its target market and give ways to increase sales. But the final destination for a company is to transform from market driven entity to market driving one. An article published by Jarowski, Kohli and Sahay in 2000 year ―Market-Driven Versus Driving Markets‖ states that in general there are two main strategies to market orientation: ―1) traditional market driven approach based on understanding and reacting to the preferences of customers and actions of players (customers, competitors) within a given market structure and 2) driving markets by influencing the structure of the market and/or the behavior of market players (customers, competitors) in a direction which would enhance the position of the focal business‖. (Kohli, Sahay 2000) They also argued that these two approaches are complementary because a company can in the beginning use market driven

3 approach to support its sales and generate profit and after shift to more market driving approach. In general it is difficult to state that market driving approach is the future for all companies which seek success for a long term. But there is certainty that if a company keeps track on current tendencies on the market it might propose some products which would be highly demanded in the shortest future. Vyas and Souchon (2003) argued that experience in specific markets might lead to intuitive understanding of customers` future needs or wants that would facilitate a market driving approach focused on said customers` unstated or unknown needs. Once a company needs to know its customer, the only way to do it is to ask a customer. It can be done by means of primary or secondary researches which have several pros and cons. Also primary research has two options quantitative or qualitative marketing research.

LITERATURE REVIEW

The definition of education marketing was created by (Kotler and Fox, 1985) in the following form: ―The analysis, planning, implementation and control of carefully formulated programs designed to bring about voluntary exchanges of values with a target market to achieve organizational objectives.‖ The conception of a client in the tertiary education sphere was one of the main topics in 1990s. For example, (Conwey, 1994) highlights that there are two perspectives of approaching a university client. In the first case, the clients are students who are offered study programs by universities. In the second notion, the clients are employers and companies to whom students present the product of the university. Students remain as a main target group for universities and marketing communications directed to their needs and preferences. From this point applicability of traditional marketing research process takes place. Thorough description is given by (Smith and Albaum, 2005) who gave clear and simple path of stages in marketing research process. In the problem formulation stage (Barabba, Zaltman, 1991) gave strong arguments for differentiating management problem from a research problem. They emphasize on the ability of researcher to translate management problem into research problem.

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(Robert S Michael, 2002) gave the most profound characteristic of scientific method of inquiry which has been chosen for this study. Two stages of his proposed method of inquiry are not included due to different research design taken for this study – explorative. (Cooper, Schindler, 2003) stated several compelling reasons for sampling. They mentioned two types of sampling, one of them has been incorporated into this work – probability sampling. Measurement of variables in this work has been done according to (Hair, Bush, Ortinau, 2006) by assigning numbers and labels to multiple choice answers in questionnaire. The matters of ambiguity and inaccuracy in research have been covered by (Smith, Albaum, 2005), (Hair, Bush, Ortinau, 2006) and (Sekaran, Bougie, 2009). Research questions arose from two articles wrote by (Jonathan Ivy, 2008) and another one by (Hsuan-Fu Ho, Chia-Chi Hung, 2008). (Jonathan Ivy, 2008) argued in his article that there are three more elements in marketing mix when talking about service oriented business like university. Those elements were given names as ―People‖, ―Processes‖ and ―Physical evidence‖. (Hsuan-Fu Ho, Chia-Chi Hung, 2008) included another important factor for university promotion and it is the extent of employability after graduation from university. (Dr. D.J. Toncich,2008) is talking about deviations in university slogans and real university standing. In his article there is also explanation of the ways on how to promote different parts of university image. Along with this (Nguyen and Le Blanc,2001) emphasize on market positioning. (Bonardi & Ekwulugo, 2003) claimed customer oriented approach that university should take into promotion and development educational process. Partially (Harry Hayward, 2011) touched the matter of video clips as effective tool to promote university image. With support of (Bruce Snyder, 2011) web analytics became another effective tool of keeping track of different target markets and customer preferences tendencies. (Jarvis J, 2008) emphasize on overall marketing politics which encompass existing blogs analysis, creation of internal and external blogs for sharing ideas, problems and thoughts among students and university staff. He also proposes to include useful links in company website.

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1. THEORETICAL PART

1.1. Marketing versus Market research

It is essential to differentiate those two terms in order not to be mistaken in research process. In the article ―Market research versus marketing research‖ by Jacqueline Oud, market research provides more general information about the market. This research can answer such questions as: country specifications, market potential and accessibility, overall customer information (who, what, where, when and how). On the other hand, marketing research has more detailed and deep information about customers and their attitude toward company products. This research can be done through interviews, customers‘ feedbacks after product trials, follow-up of the consumer and its behavior. It means that marketing research can include market research but not vice versa. Usually those two terms are used together because market and marketing research can interconnect during the process of identifying product positioning. So, this study is concentrated mainly on conduction marketing research. If from the survey it becomes obvious that some reasons of MU choice related to university environment (e.g. country specifications) it will be made partial market research using secondary data.

1.2. Quantitative versus Qualitative Research

The primary aim of a Qualitative Research is to provide a complete, detailed description of the research topic. Quantitative Research on the other hand focuses more in counting and classifying features and constructing statistical models and figures to explain what is observed. The researcher serves as the primary data gathering instrument in Qualitative Research. Here, the researcher employs various data-gathering strategies, depending upon the thrust or approach of his research. Examples of data-gathering strategies used in Qualitative Research are individual in-depth interviews, structured and non-structured interviews, focus groups, narratives, content or documentary analysis, participant observation and archival research.

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On the other hand, Quantitative Research makes use of tools such as questionnaires, surveys and other equipment to collect numerical or measurable data. Qualitative Research is primarily subjective in approach as it seeks to understand human behavior and reasons that govern such behavior. Researchers have the tendency to become subjectively immersed in the subject matter in this type of research method. In Quantitative Research, researchers tend to remain objectively separated from the subject matter. This is because Quantitative Research is objective in approach in the sense that it only seeks precise measurements and analysis of target concepts to answer his inquiry. (Experiment-Resources.com, 2009) The question remains what method should be used after all. This study aims to find out the answer to an inquiry through numerical evidence, so quantitative research is applicable in this case. If in the future researcher would like to explain further why this particular event happened, or why this particular phenomenon is the case, then Qualitative Research comes into practice.

1.3. Marketing Research Process

According to Karole Friedmann (2003), Director of Products and Services for the marketing services company Market Research Project Management, Inc., marketing research project will be effective only if the information it provides leads to better business actions, decisions, products, or strategies. In general marketing research is correlated with decision support system when company executive decreases the risk of uncertainty by conducting research. Successful marketing research provides options for future actions in company strategy. High quality marketing research is proportional to high quality decision. ―Marketing research is the systematic and objective search for, and analysis of, information relevant to the identification and solution of any problem in the field of marketing. There are several important points in this definition. First, marketing research is a systematic search for, and analysis of, information. Careful planning throughout all stages of the research is a necessity. Researches must start with a clear and concise statement of the problem to be researched. Good research practice requires that the information sought, the methods used to collect the information, and the techniques employed to analyze the information be systematically and carefully laid out in advance‖. (Smith, Albaum, 2005) Also

7 objectivity of marketing research plays another important role in successful marketing research. This criterion allows omitting escalation of commitment and clearly reflecting current situation. There are pitfalls during marketing research process. The most common ones are pseudo- research and advocacy surveys. Pseudo-research is done simply to come up with desired results. There is no objective and ethical approach. Advocacy surveys are developed in such a way that serves the needed answer. Along with these two pitfalls the major one for doing successful research is escalation of commitment, when researcher is unable to consider other variants of research results. All these drawbacks might lead to waste of time and money spent for research. Marketing research process consists of nine steps: Problem formulation Method of inquiry Research method Research design Selection of data collection techniques Sample design Data collection Analysis and interpretation of data Research report (Smith, Albaum, 2005)

Problem Formulation

―From the researcher`s point of view, problem formulation means translating the management problem into a research problem… An accurate problem formulation specifies the types of information needed to help in solving management problem… the quality of thinking about an issue (i.e., a problem situation) prior to data collection largely determines the quality of thinking (i.e., analysis and problem solving) after the data have been collected‖. (Barabba, Zaltman, 1991) Problem itself contains several components: 1) The manager(s)/decision maker(s) and his, her, or their objectives 2) The environment or context of the problem 3) The nature of the problem

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4) Alternative courses of action 5) A set of consequences that relate to courses of action and to the occurrence of events not under the control of the manager 6) A state of uncertainty as to which course of action is the best (Smith, Albaum, 2005)

Objectives have wide scope of variability starting from profit increase to service/product improvement. ―The fewer the objectives of any study the easier it is to keep track of progress toward the objectives… Objectives vary from jointly agreed-upon corporate objectives to the individual objectives of each employee‖ (Smith, Albaum, 2005) Environment of the problem can be related to the market research because it encompasses such aspects as level of income and rate of growth in the market, degree of competition and government regulation. Upon that it might also consider consumer tastes and preferences. Environment has a wide set of factors, so researcher should define those factors which are relevant to the problem.

Method of Inquiry

The next stage in marketing research process is method of inquiry or method of investigation. The most objective and reliable is scientific method. This method is effective during the starting point and during the process of results check. The main and most profound characteristic of this method is objectivity. It consists of the steps listed below: 1. Observation and description of a phenomenon or a group of related phenomena. An investigator has little of prior information. This is the stage when qualitative methods may provide considerable information about what-is. 2. Formulation of a hypothesis to explain the phenomena. In educational research, the hypothesis is often a question about the relationship between or among variables that may influence learning. The hypothesis may be one that merely asks whether a relationship exists (correlation research), or the hypothesis may state a cause-and-effect relationship. 3. Predict the existence of other phenomena using the hypothesis, or predict the results of new observations. 4. Conduct experimental tests of the predictions by several independent experimenters who use proper experimental methods. (Robert S Michael, 2002)

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Research Method In addition to method of inquiry researcher should select research method. There are two types of research methods: experimental and nonexperimental. In former type of method researcher can intervene into research experiment and control external variables. It is vice versa in nonexperimental method. (Smith, Albaum, 2005)

Research Design Another step in marketing research process is research design which is considered as specific methods and procedures to obtain information needed. Research design stipulates what information to collect, from what sources and using what procedures. The key marker of successful design is whether information collected relates to research problem along with objectivity and efficiency. There are three classes of designs – exploratory, descriptive, and causal. In exploratory design researcher identifies and formulates problem along with development of alternative courses of action. It is also considered as a first step in a broad study in order to get sufficient knowledge and narrow down the problem area. Sequence in exploratory studies lead to three steps: Search of secondary information Interview experts in a given field Checking similar situations Descriptive research design is more narrowed in contrast to exploratory one. In former specific research questions are postulated already. The research problem is familiar and specific. This research is preplanned and structured. Descriptive research covers such areas as product research, promotion research, distribution research and pricing research. Causal studies help to predict causes of deriving such hypothesis. The key purpose here is to define relationships of causal factors to the effects of our prediction. Researcher might build a chart depicting several possible factors that brought situation to a current condition. If there is only one factor this would directly have influence on the situation. If there is more than one factors it is time to verify which one of those led to situation change. This approach is called casual relationship. If there is only one factor there might be applicable deterministic causation. Another type of causal studies in probabilistic causation which is expanded version of deterministic causation with more than one variable. (Smith, Albaum, 2005) In marketing research, sources of information vary but serve as a tool to decrease uncertainty and check hypothesis. There are secondary sources, respondents, natural experiments,

10 controlled experiments and simulation. Secondary sources are taken from external organizations which conducted research with similar purposes. Usually it is statistical committees, government bodies, NGO`s and etc.. Respondents also serve as a source of informative and behavioral information. Experiment usage might also bring valuable information. Sometimes it is better (high expenses, time shortage) to implement simulation to a certain situation. Simulation is considered as a set of techniques for manipulating a model of some real world process to find numerical solutions useful in the real process being modeled. (Smith, Albaum, 2005)

Selection of data collection techniques Information itself is divided into three categories: primary, secondary and commercial. Secondary information is gathered by passing actual research conduction. Primary information is coming from data collected by investigator and serve as a main answer to research question. Commercial data is collected by marketing agencies and contains primary and secondary information. It is better to start collecting secondary information first because it is less expensive and it can offset the need of doing own research. Even though if it will not solve the problem, secondary information can clarify the problem in more detail and help to develop advices to research questions. Also help in planning the gathering of primary data and defining the population and selecting the sample.

Secondary Information Secondary information has two types – internal and external. Internal information can be found within the company past researches and report whereas external is outside of the company. Using internal secondary information will shed light on: model and size of product by area, kind of account and industry; medium amount of sales by area, sales volume; percentage share of sales by product model; product size etc. External secondary information allows verifying overall size of market, characteristics of market, features of competitor products, prices, and promotion. (Smith, Albaum, 2005)

Primary Information The major source of marketing research is primary data. In the process of gathering this data researcher deals with respondent. Respondent is a person who provides answers to the

11 questionnaire developed by researcher. Answers are not the only findings that can be collected in primary data collection. Respondents‘ behavior is another key aspect to observe and analyze future choice of consumer. The main advantage of primary data collection is it‘s up to date information which respond researcher‘s main criteria – the extent of the obsolescence of collected data. That is why primary data gives more realistic view to the researcher. Another advantage is that primary information can be collected in varied ways from interview to email questionnaire. This gives researcher flexibility in choosing process. Cost and time spend to acquire this type of information varies. It can be attributed to the quantity of respondents should be asked, their accessibility in terms of location and etc. So, it is the researcher who decides whether to collect primary data or not based on availability of secondary data, time and budget of research. The main disadvantage of primary data collection is incorrect questionnaire design (questions, answer options, place of survey and etc.). If doing so researcher may mislead himself in data analysis and come up to a wrong conclusion. Time might be another aspect to consider as disadvantage for collecting primary data. There is higher possibility to obtain statistical/market research from some agency already prepared, rather than spending time in collecting surveys, analyze them and synthesize to make final conclusion. The best option is of course to attain secondary information about the topic and then based on its outcomes collect primary information. In this study will only be included quantitative techniques. Questions will be included to derive attitude to contemporary high education among students.

Sample Design It is rare that in marketing research the whole population is analyzed. Sample is mainly a small representative group of people that reflects all potential consumers. Sample selection is derived from consideration of the relevant systematic and variable errors that might occur during the research process. (Smith, Albaum, 2005) ―There are several compelling reasons for sampling, including: (1) lower cost, (2) greater accuracy of results, (3) greater speed of data collection, and (4) availability of population elements. There are two types of sampling to choose: nonprobability and probability sampling. Probability sampling is based on the concept of random selection – a controlled procedure that assures that each population element is given a known nonzero chance of selection. In contrast, nonprobability sampling is

12 arbitrary and subjective. Each member does not have a known nonzero chance of being included. (Cooper, Schindler, 2003)

Analysis and Interpretation of Data Collected The first step in processing of data is editing of complete schedules/questionnaires. Editing is a process of checking to detect and or correct errors and omissions. Editing is done at two stages: first at the fieldwork stage and second at office. Field editing During the stress of interviewing the interviewer cannot always record responses completely and legibly. Therefore after each interview is over, he should review the schedule to complete abbreviated responses, rewrite illegible responses and correct omissions. Office editing All completed schedules/questionnaires should be thoroughly checked in the office for Completeness, accuracy and uniformity Coding Coding means assigning numerals or other symbols to the categories or responses. For each question a coding scheme is designed on the basis of the con med categories. The coding schemes with their assigned symbols together with specific coding instructions may be assembled in a book. After the transcription of data is over, data are summarized and arranged in a compact form for further analysis. This process is called tabulation. Tabulation Thus, tabulation is the process of summarizing raw data and displaying them on compact statistical tables for further analysis. It involves counting of the number of cases falling into each of several categories. Tabulation can be done by hand or by mechanical or electronic devices. The choice depends upon the size and type of study, cost considerations, time pressures and the availability of tabulating machines or computers. In this project tabulation and statistics will be done by using Microsoft excel spread sheet. (Debeka, 2003)

The Research Report ―Results of the research can be described in short or in long reports. Short reports are appropriate when the problem is well defined, is of limited scope, and has a simple and straightforward methodology. Short reports are about five pages. Long reports are of two

13 types. Technical report is written for an audience of researchers. And management report, written for the nontechnically oriented manager or client.‖ (Cooper, Schindler, 2003) This paper is considered to be a tool for a managing director (dean) of the university who might not have research background, so the results of the research will be represented as managerial report.

1.4. The Research Plan

Research plan is needed to organize everything in a way that each stage would clearly derive from the previous one. It is a tool to control and follow up all procedures of research project. It starts off with stating objectives (primary and secondary) then problem analysis (includes research problems, questions, hypotheses, interconnection between objectives and problem). Research design is next one. It has four subsets: (1) research methodology (how the research will be made); (2) research techniques (methods and procedures for data gathering); (3) sample design and selection (what is the size of sample, is there any subsamples, how you will make sure that it is representative sample. How the sample size was determined). The fourth stage of research plan is proposed analysis (tabulation procedures, cross-analysis tabulations and their reasons, type of statistical analysis). (Smith, Albaum, 2005)

1.5. Measurement

In marketing research measurement plays a key role. Accurate measurement of variables brings to right results and therefore to right management decisions. The main goal of accurate measurement is to characterize customers` attitude toward a product. ―Researchers use the measurement process by assigning either numbers or labels to (1) people`s thoughts, feelings, behaviors, and characteristics; (2) the features or attributes of objects; (3) the aspects of ideas; or (4) any type of phenomenon or event using specific rules to represent quantities and/or qualities of the factors being investigated. For example, to gather data that will offer insight about people who shop for automobiles online (a marketing phenomenon), researcher collects information on the demographic characteristics, attitudes, perceptions, past online purchase

14 behaviors, and other relevant factors associated with these people.‖ (Hair, Bush, Ortinau, 2006) Two of the primary criteria of evaluation in any measurement or observation are: Whether we are measuring what we intend to measure. Whether the same measurement process yields the same results. These two concepts are validity and reliability. Reliability is concerned with questions of stability and consistency - does the same measurement tool yield stable and consistent results when repeated over time. Validity refers to the extent we are measuring what we hope to measure (and what we think we are measuring). To apply these concepts to social research, we want to use measurement tools that are both reliable and valid. We want questions that yield consistent responses when asked multiple times - this is reliability. Similarly, we want questions that get accurate responses from respondents - this is validity. (Smith, Albaum, 2005)

1.6. Designing Questionnaires

After determining established set of scale measurements it is the time to format them into an instrument for collecting raw data from respondents. The purpose of designing reliable questionnaire is to collect high quality primary data which can be easily transformed into the information for the manager. The main principle in developing questionnaire is its logic, objective and consistent approach rather than creative way of questions development. Everyone understands that words go into questions and that questions go into questionnaires, but not everyone understands that writing questions does not give you a questionnaire. (Hair, Bush, Ortinau, 2006) During the procedure of formulating and asking questions response/ nonresponse errors occur. Nonresponse errors can occur due to the length of questionnaire or questions, their complexity or inclusion of personal questions. To avoid such type of error it is necessary to use innovative way of questions formulation by keeping them concise and in the same time sufficient enough. The next step is to shuffle up the formats of questions to keep interest of respondent to answer. Keeping respondent well informed about directions of each part of questionnaire is also important. Researcher should put emphasis on style and format of questionnaire (font, color of paper, graphic attributes etc.). The final aspect is numbering the questions to help keep track for both researcher and respondent.

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Response error rise when the actual value of variable contradicts with one in the report. This error can rise from both sides: researcher or respondent. Respondent is considered as a person who provides information through communication (interviews, questionnaire) or observation (researcher observe behavior of respondent). Response error though can occur during one or both of those processes. To verify reasons of errors researcher should analyze steps in delivering information. The first one is information formulation and the second is information transfer. Inaccuracy happens during formulation step and ambiguity during information transfer to respondent. (Smith, Albaum, 2005)

1.7. Inaccuracy

Inaccuracy as a cause of questionnaire design means that false report is obtained from the attitudes, preferences, beliefs, feelings of respondent. Questions and scales must be used that enable to get the whole picture of respondent perception on the matter rather than to get a fragment of his perception. Accuracy itself refers to the degree to which the data provide the researcher with a description of the true state of affairs. From this point ―questionnaire design precision‖ rise up which is the extent to which a questionnaire design can reproduce similar results over repeated usages. (Hair, Bush, Ortinau, 2006) There are two types of inaccuracies: predictive and concurrent. Former one is caused by inaccurate intentions of researcher during problem formulation. Concurrent inaccuracy happens when respondent intentionally provides inaccurate information. Inability to respond and unwillingness to respond are the most common concurrent inaccuracies. Inability to respond happens when question is posed the way it is hard to answer without certain actions of respondent (check, look up some features of product in question). These problems might occur if respondent does not remember product features; questionnaire is unrealistic, badly designed or directed to improper person. Also if construction of questions is developed with misuse of words or general terms. ―Unwillingness to respond‖ deals with motivation of respondent. Respondent will not provide accurate or any information due to several costs. One of them is time costs which require respondent to spend time for questionnaire completion. So, if respondent is busy or questionnaire is too long she would answer the questions as quick as she can without paying attention to accuracy. For this reason questionnaire section will contain this phrase: ―Do you

16 have time now to answer questions, or would you rather set a time when I could contact you again?‖ Second problem is perceived loss of prestige. Some questions might influence prestige of respondent and then he tends to answer in a way not to lose his prestige which leads to inaccurate answer. Examples of areas which involve prestige level is age, income, educational level and job position. The main key to solution of this problem is to ask for information twice in different ways. Third area of questions that might bring to unwillingness to respond is invasion of privacy. If questions touch private information about respondent inaccuracy and nonresponse take place. Such area includes questions about family matters, income and money attitude, finance, respondent hygiene, political views, religion and etc. In this case indirect questions can help or in case of direct questions still have to placed they should be included in the end of questionnaire. (Smith, Albaum, 2005)

1.8. Ambiguity

Ambiguity is considered as errors in constructing written and oral words or behavior. Inaccuracy errors occur during the formulation of information whereas ambiguity errors happen during transfer of information through communication or observation. Unambiguous situation is the one where researcher asks question and respondent answer based on the same meaning of words. In this case two phase process takes place. When question interpreted by respondent has the same meaning as it is in interpretation of researcher. And answer by respondent is understood the same way as by researcher. (Smith, Albaum, 2005) ―The language of the questionnaire should approximate the level of understanding of the respondents. The choice of words will depend on their educational level, the usage of terms and idioms in the culture, and the frames of reference of the respondents. If some questions are either not understood or are interpreted differently by the respondent, the researcher will obtain the wrong answers to the questions, and responses will thus be biased. Hence, the questions asked, the language used, and the wording should be appropriate to tap respondents` attitudes, perceptions, and feelings.‖ (Sekaran, Bougie, 2009) Also implicature is an issue related to ambiguity when researcher is using elliptical sentences (starting with ―Why‖, ―What‖, ―How‖) and respondent fill in the missing content

17 by herself. In standardized interviews respondent should interpret questions as he can which leads to miscommunication and wrong results. So, conversational interviewing is when researcher is trying to explain the meaning of question and not influence the answer. (Smith, Albaum, 2005) Interview refers to qualitative method to obtain data; this study has quantitative research, so it becomes crucial to construct clear and concise questions. For this purpose there will be pretest of questionnaire research by giving out it to my friends and get feedback. Another way to track understanding level of respondent is to set sub questions in questions which contain highest probability to mislead respondent. By simply asking the level of question comprehension (good or fair) researcher can identify the level of ambiguity in answers and track those answers which are answered with ―good‖ level of understanding. Question form and question wording has certain relationship to ambiguity. There are four question/answer types: 1. Free answer (open-ended text) 2. Dichotomous and multiple choice answers (select k of n) 3. Rank order answers 4. Constant sum answers

1. Free answer questions imply that respondent will give full answer to the question in his own words. This type of questions require respondent to have ability to express completely and concisely. That is why free answers have great extent of ambiguity during interpretation process.

2. Dichotomous and multiple choice answers are the most common in questionnaires development. General form for both of these answer types is selection of ―k‖ optional answers out of ―n‖ available. ―Select exactly 1 of n Answers‖ is one of such type of answers. This is simple form where k=1 and n is up to researcher desire. In dichotomous question options (n values) range into two extremes (―Yes‖/ ―No‖, ―In favor‖/ ―Not in favor‖, ―Buy/Do not buy‖, etc). Multiple choice answers are just an extension of dichotomous questions. Multiple choice questions may require selection of several ―k‖ out of ―n‖ possible answers, or selection unlimited amount of ―k‖ answers out of given ―n‖ options.

3. Rank order answers allow to put gradation to answer options. This type of answers characterizes data on the most prevailing option and the one which has the least importance to

18 respondent. Typical questions can include determining ranking of preferences, first to last, most current to least current and etc. The most common bias here is that first optional answer in the question has more chances to be selected. Also tied rankings may cause another problem of data weakening. When it is allowed to rank several answer options into one ranking level it is impossible to determine results out of this answer. For the efficiency purposes maximum of answer options given in rank order questions vary from five to seven. If it is more than seven it is hard for respondent to identify clearly the right ranking order.

4. Constant sum question is the form of ranking using allocation of one hundred percent to the options containing reasons for the statement asked. It can be options for the reasons of company product purchase. (Smith, Albaum, 2005)

Also to create a good questionnaire researcher should include ―positively and negatively worded questions.‖ Instead of developing all questions positively it is better to mix them with negatively worded questions to reduce the probability of mechanical filling the questionnaire by respondent. ―A respondent who is not particularly interested in completing the questionnaire is more likely to stay involved and remain alert while answering the questions when positively and negatively worded questions are interspersed in it. For instance, if the respondent has circled 5 for a positively worded question such as, ―I feel I have been able to accomplish a number of different things in my job‖, he cannot circle number 5 again to the negatively worded question, ―I do not feel I am very effective in my job‖ … The use of double negatives and excessive use of the words ―not‖ and ―onl should be avoided in negatively worded questions because they tend to confuse respondents.‖ (Sekaran, Bougie, 2009)

1.9. Hints to improve quality of questionnaire:

A. Neutrality and don`t know or no opinion It is an option given to respondent to remain neutral to the question provided. Once third option is included researcher does not force respondent to answer and it makes questionnaire more polite to respondent. Based on the nature of the question researcher may include such options like ―don`t know‖, ―no opinion‖, or ―not applicable‖. ―Don`t know‖ might be attributed to question dealing with some facts whereas ―no opinion‖ can be attributed to a

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certain attitude of respondent. If such type of option will be included it is important to increase sample size because of increased probability for respondent to choose neutral answer.

B. Dichotomous questions It is the easiest type of questions for respondents. It is considered as a question with average probability for being ambiguous. But it has the lowest probability of being ambiguous among free-answer questions and multiple-choice questions.

C. Multiple choice questions The researcher has two options if she wants more detailed information in a certain question. It is to create multiple choice question or free-answer question. Usually multiple choice questions are more complex and longer than the other two (dichotomous and free- answer). Ambiguity in such type of questions derives from inability to formulate mutually exclusive alternatives. Another reason for ambiguity is limitation of the chosen answer. Respondent should select only one option which most widely answers the question. For this reason researcher may offer to select as many options as respondent wishes. There is a table below which shows relative probability of ambiguity related to form of question.

Table 1 ―Form of Question and Relative Probability of Ambiguity‖ (Smith, Albaum, 2005)

Relative Probability of Ambiguity

Form of Question Question Answer Free-answer Lowest Highest Dichotomous Average Lowest Multiple-choice Highest Average

D. Question wording Selection of right words plays important role in questions development. So, in wording choose researcher should be extremely careful. Ambiguity in wording has several sources: Question length Respondent unfamiliarity with some words

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Ambiguity of context Two questions included in one sentence Too broad questions

If questions are too long this will confuse respondent and affect data accuracy. For this reason researcher should keep questions concise and clear. If some words in question are unfamiliar to the respondent this will also lead to confusion and inability to provide right information. So, in case of scientific wording in questionnaire and non-homogeneous backgrounds of respondents low level of vocabulary should be used. Also researcher should verify whether questions imply only one matter in order not to mislead respondent. Questions that lack specificity should also be avoided. Those questions are developed with general words like ―how often‖ for example. In general researcher must provide alternative question wording, pretesting and verification by observation. In alternative question wording first have of sample group may get options in one order and the second one in reverse order. Once questionnaire is ready pretesting is another good way to decrease ambiguity. Only one concern here is to choose relatively the same group of respondents as it will be in the real research. By close communication with respondent in pretesting step researcher can determine some troubles, misunderstandings arose during this step. And last advice is verification by observation. Researcher can (where it is possible) verify answers of respondents by observing their actions related to questions answered. It is not the easy activity, so only those questions will be verified where it is possible to do so. (Oppenheim, 1992)

1.10. Sampling procedures in Marketing Research

―Sampling is a selection of small number elements from a larger defined target group of elements and expecting that the information gathered from the small group will allow judgments to be made about the larger group. The main idea of sampling is that a decision is based on the assumption that the smaller portion, or sample, is representative of the larger population.‖ (Hair, Bush, Ortinau, 2006) There should be a strict order in defining sample for research.

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Chart 1 ―Defining Sample‖

Define population

Census vs. Sample

Sample design

Sample size

Estimate costs of sampling

Execute sampling process

Sampling procedure starts with defining of population. Population is amount of units (individuals, legal entities, households) which has one or more similar feature among each other. In order to specify population researcher should answer such questions as what kind of units (elements of analysis) to be included, where they reside or their origin and when (dimension of units in terms of timeframe). Population should be defined as precisely as possible. At the moment of finalizing population definition investigator decides whether it is necessary to investigate the whole amount of population (census) or a part of it (sample). The choice depends on the size of population. If the size of population is small census can be an optimal option otherwise should be created sample. Sample design includes type of sample, sampling unit and sample frame. Majority of samples are selected by choice of investigator as non-probabilistic method. Where investigator selects elements of sample in terms of convenience, availability and own judgment. Researcher uses table or any other random selective device for the probable method. (Smith, Albaum, 2005)

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―Sampling unit is the basis of the actual sampling procedure. It is that segment of the population actually chosen by the sampling process. The sampling unit may contain one or more population elements. That is, these units may be individual elements or aggregates of individual elements.‖ (Smith, Albaum, 2005) Sample frame is considered as a list of elements of the population. For instance it can be list of characteristics of elements which are expected to pass the interview or fill out questionnaire. In a perfect case sample frame should determine each population element once and should not include those elements which are not in the population criteria. There several options below of inaccurate sample framing process.

Chart 2 ―Sample Framing Processes‖

A. Incomplete

Sampling frame Population

B. Too Comprehensive

Population Sampling frame

C. Combination

Population Sampling frame

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There is also set of questions to ask during generation of sampling list:

Does the list contain everyone in the survey population? Does the list include names of people who are not in the study population? How is the list maintained and updated? Are the same sample units included on the list more than once? Does the list contain other information that can be used to improve the survey? (Dillman, 2000)

There are four traditional approaches for the determining sample size: 1. Arbitrarily or judgmentally determined 2. Minimum cell size in analysis 3. Based on budget There are two types of costs in sampling process: fixed and variable. Fixed costs are those which are determined and constant. Variable costs depend on the volume of study being conducted. The dashed line in the upper graph shows interrelation between costs and sample design. If costs are too high researcher reconsiders sample design or sample size. The last step is actual choice of sample. There are two main criteria for this process: sample must be adequate and representative. For the sample being representative means that it reflects overall characteristics of the whole population. Adequacy is sought in sufficient amount of elements selected to provide stable results. Also there are two types of sampling designs: probability and non-probability samples. Non-probability sampling differs from probability sampling on the basis that in non-probability sampling, the sample elements do not have a known, nonzero chance of being selected for the sample. In probability sampling each element has a known and equal probability of selection. This study incorporates probability design because there are no any predisposed respondents. (Smith, Albaum, 2005)

1.11. Editing, Coding and Descriptive Analysis

―Completed questionnaires or other measurement instruments must be edited, coded, entered into a data set for processing by computer, and carefully analyzed before their complete meanings and implications can be understood.‖ (Smith, Albaum, 2005)

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The main reason for this process is converting data obtained into information which will provide inferences and answers to research question. A certain sequence is needed to perform successful data analysis. In short, there should be definition of response categories at first, then editing and coding and at last tabulation. All these three steps will be implemented in the practical part.

1.12. Research Errors

In any research errors will occur, so management of errors must apply. Errors can arise in any stage of marketing process from problem formulation to report development. It is a goal of investigator to minimize those errors. The value of total error is comprised of sampling error plus non-sampling error. Sampling error (usually called as random sampling error) is the difference between planned sample and the list of interviewees it is formed. Non-sampling errors are those which are not related to the sample itself. Usually non-sampling errors related to sort of bias as the difference between the true value of that which is being measured and the average value derived from a number of independent measurements of it. There are eight major types of errors: Population specification – difference between required population and population chosen. When researcher chooses inappropriate population for the data collection. Sampling difference between required sample and the one that has been selected. When sample does not represent the population selected by using probability sampling method. Selection error usually occurs when researcher pick up respondents whom she knows, who is more pleasant, in general who is easily reached. This tendency deviates real population selected. Frame error. Sample frame is a set of representatives of population who relate to required sample. The frame error occurs when elements which are not in the sample group are investigated. Nonresponse error occurs when all members of the sample cannot be reached or they refuse to respond. Surrogate information error occurs when investigator is unable to obtain responses and replace it with proxy answers leading to surrogate information.

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Measurement error occurs in several stages of research: transmittal, response, analysis. In general, researcher represents information that he wants rather the real one. Experimental error. When investigator is measuring the influence of independent variables on dependent one while controlling extraneous variables. (Smith, Albaum, 2005)

2. PRACTICAL PART

2.1. Marketing Research Process Applied

For this study it has been identified that the problem of current situation in MU is its inability to attract more international students. Problem Formulation: Prospective students do not choose MU for degree obtainment. Research goal: To identify ways on how to increase students‘ inflow into MU by means of detecting general preferences of MU customers (prospective students and current students). Research questions: Based on the study of 7P approach, made by Jonathan Ivy, one research question arises.

1. On what element of marketing mix students relied more when choosing MU: ―People‖, ―Physical evidence‖ or ―Processes‖?

From another study made by Hsuan-Fu Ho and Chia-Chi Hung second research question arises:

2. Does the possibility of domestic market employability after graduation plays the key role for choosing MU?

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Method of Inquiry As been mentioned in the theoretical part the first step in method of inquiry is observation and description of a phenomenon or a group of related phenomena. This step is known for its qualitative methods of applicability. Have been studying for almost two years in MU and communicating with dozens of international students I found several aspects to consider for MU attractiveness improvement. Students who stay longer than a semester differ from those who came just for one semester under Erasmus exchange program. This research deals with the first category of students and for them it is important to have more frequent university-student correspondence. Keeping the fact that education process in Masaryk university different and complicated in terms of Information Technology (student information system is very confusing with no English version of some pages) there should be prepared an orientation seminars on how to effectively use all university premises and surrounding city facilities. It can be easily done with the help of International Students Club which has excellent image among such clubs in Europe. There is orientation week for students but from the students point of view is more prepared to make things done (like ISIC card issue, register to information system) rather than providing students with tools on how to achieve what they need to. This can easily be done by information system additional applications of city, university map, student forums, and discussion groups. The information system should be done in more client friendly way with good English translation of the web pages. This work would not include any hypothesis because of the chosen research design – explorative.

Research Methodology

In this will be applied nonexperimental method because of objectivity purposes. There is high risk of mislead and misinterpretation to the respondent which will affect the survey results. Question number 1, 2, 3 in the survey (can be found in appendix of this work) was included for the reason to find additional information from prospective students who intend to continue their study. Question number 11 gives idea on the effective media channel that students got information from. Question number 12 and 13 will help to summarize general student opinion on MU and find some deviations from the rest of the questions.

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Below are the questions in the survey which relate to research question number 1: ―On what element of marketing mix students relied more when choosing MU: ―People‖, ―Physical evidence‖ or ―Processes‖? Question number 4, 6 ,7 was adopted from literature source (Jonathan Ivy, 2008) of theoretical part. This question identifies the level of ―Processes‖ element of marketing mix. Question number 5 based on the same literature source was adopted to verify another element of marketing mix – ―People‖. Question #8 uncovers the level of third element ―Physical evidence‖. Question number 10 encompasses all three elements to double check the main criteria that students choose or consider MU to study. Below are questions in the survey which relate to research question number 2: ―Does the possibility of domestic market employability after graduation plays the key role for choosing MU?‖ Questions number 14 and 15 will help to identify the level of students‘ motivation to enter MU for the reason of higher chance of employability after graduation. These questions were adopted from literature source provided by Hsuan-Fu Ho and Chia-Chi Hung. Question number 9 relates to both research questions because it covers the scale of significant factors that might affect student to choose MU.

Research Design The study entitled ―Quantitative Marketing Research‖ attempts to accumulate the sequence of procedures to conduct successful marketing research. It has been chosen to use quantitative research for the reason that study aims to find out the answer of a research questions through numerical evidence. This method enables researcher to gather existing information and data regarding interrelationship between low rate of students registration to MU. The study will help to answer on two research questions posed in this work.

Selection of data collection techniques The study incorporates two techniques of data collection: secondary and primary collection. Secondary information reveals current situation of HE marketing worldwide and primary information helps to find the match up for solution of MU problem and secondary information findings.

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Sample design Researcher uses probability sample design with quantity of respondents equal to 26.

Data collection For study purposes data will be collected by giving out questionnaires to current and prospective students who study or intend to study in English in MU. Hard copy questionnaires will be collected after respondents finish answering them. Total collected questionnaires amount to 26.

Research errors Population Specification error is mastered by questioning potential respondent whether she/he studies in English. Sampling difference researcher will overcome by keeping the highest level of variety of respondents (by country of origin). Selection error is out of the matter because researcher is not introduced to the majority of students studying in English. Nonresponse error may occur, for the further purposes of the research respondents would be asked the reasons for rejecting to fill out questionnaire. The same procedure is for the surrogate information – if researcher will not be able to get answers from respondents they will be asked about the reason of rejection.

2.2. Analysis and interpretation of data

Secondary and Primary data is analyzed and interpreted in section 2.3 and 2.4 below.

2.3. Secondary data

Marketing communication of universities As has been mentioned previously in this work the best option to collect relevant primary data is to rely first on secondary information and then delve down in certain aspects by collecting primary information. In this item it will be explained what has been done in marketing communication of universities around the world. This part will also cover the question of what communication strategies and tools the international universities use to attract their students.

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From the first finding to start, universities all over the world practicing advertising campaigns with such words as: ―Internationally renowned, Award winning, Prestigious, Proud history, Career oriented, etc. But not all the time these sparkling words are real truth. ―Does it actually matter whether a university has ―tradition‖ if its current practice is poor? Does it matter if a university is ―internationally renowned‖ if the particular course that is being considered is known to be badly operated by local standards? Does it really matter if a university has ―a proud history‖ if the present isn‘t very good?‖ (Dr. D.J. Toncich,2008) Australian professor Dr. D.J. Toncich in 2008 published a book ―Study and Learning in the Australian University System‖ where he clearly stated various forms of Marketing in universities of Australia. ―The most common example of universities selling the sizzle rather than the sausage appears in areas such as science, engineering and architecture, where potential students are bombarded with glamorous images of spacecraft, sky-scraper buildings; nuclear reactors, and so on‖ There are different ways how universities attract their students. There is a table provided by Dr. D.J. Toncich which explains the ways on how to promote different parts of university image.

Table 2 ―Ways on how to promote elements of university image‖

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A ―Tool‖ is a part of company (university in this case) image which should be promoted. And ―Vehicle‖ is the way part of the image can be promoted. ―Some key points to note are that the mass media outlets (newspaper, television and radio), having the broadest audience, are generally reserved for ―big picture‖ marketing, including the university‘s brand and confidence/reinforcement strategies. Self-evidently, promoting to the broadest audience is the most costly way of getting a message out, so the message needs to be simple and clear. The more specialized the audience, however, the more detailed the information – for example, university course guides and handbooks have the most specific audience and, subsequently, the highest level of information density. In these vehicles, there is generally less content related to the big picture issues of confidence and brand.‖ (Dr. D.J. Toncich, 2008) Nguyen & Le Blanc (2001) focused on the image and reputation of the institution and referred to the crucial role these factors played in the development of market positioning – they drew on the well established concepts and theories in business sector marketing for their study. Bonsardi & Ekwulugo (2003), who claimed that ―a centrally important principle of marketing is that all marketing activities should be geared towards the customer‖, also relied on the literature used in business sector marketing, and applied it to the context of higher education. Branding is important for university to stand out in the market. In ―ConnectEd‖ Symposium for the marketing of Higher Education (Chicago, November, 2011) Rich Lyons (Dean, Haas School of Business, University of California Berkley) argued that: ―What passes for branding in higher education is often nothing more than a catchy slogan and logo. Branding projects in universities sometimes evoke hostility, indifference, or both— or raise the question of why a good school would need to be so concerned about its image that it would resort to ―corporate‖ measures. But when branding reaches deep to magnify a school‘s differentiation and its core essence, the result can be a powerful boost on multiple dimensions—student recruitment, alumni interest, fund raising, media interest, and so on. And it can resonate with key audiences emotionally to align what the school does with their passion to change the world. Dean Rich Lyons has led the Haas School of Business at UC Berkeley in branding the school, based on codifying its distinctive culture, driving that culture through its business processes, and reforming its curriculum to produce a particular type of leader—a path-bending leader. The process is lengthy, difficult, and risks are high. Learn why the rewards of an authentic brand are worth the effort.‖

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According to this speech, strong brand is coming from the culture of interaction among students and all university staff. Mainly students and professors should clearly understand what matters mostly attracted them in chosen university (values, believes, attitudes etc. should match up with student`s). Another aspect for university marketing start up procedure is reposition communications as a strategic function in a more proactive attitude. This matter has been covered by Dr. Mark Putnam, President, Central College, IA in his article ―Do you drive the agenda or go along for the ride‖. In this article author ―sought to change the view of the marketing and communications team from customer service providers to strategists. He set a good example with presidential blog, using it to elevate the level of discourse at Central. Putnam has a track record for this kind of change management. As senior vice president at Northeastern University (Boston), he worked with the communications team to educate the university about the strategic role of marketing and branding. He comes by this perspective naturally. (Dr. Mark Putnam, 2011) To improve university technical tools in attracting students, mobile marketing is a great way. ―Mobile marketing brings challenges and opportunities to higher education when scarce resources limit the ability to add new technologies and techniques to communication plans. We examine the mobile marketing landscape in search of what's most relevant to higher education today, with special attention to student recruitment and brand strength. Areas covered include site design for best task completion, writing right for mobile sites, monitoring web analytics, and integrating with "traditional" and social media websites.‖ (Bob Johnson, 2011) Another technical tool is digital video clips. ―Video in its many forms is becoming a major factor in our collective lives. (80 million hours of video loaded to YouTube every minute, for example). As digital storytelling, it is also being used in a variety of ways to build brand equity with internal and external audiences. Outcomes will be a better awareness of the current trends in using video as a brand building tool, and a field guide for teaching others within the organization to make powerful digital stories. I'm currently using the workshop at the UW to train students who will study abroad to make and distribute good quality video about their experiences‖ (Harry Hayward, 2011). In case of brand building using video assistance viral marketing campaign might work. And the last idea which will increase university profit is web site analytics. ―The website is not only a conduit for most of your marketing efforts today—it‘s also an incredible tool for measurement and marketing analysis.

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With web analytics, you can better quantify the impact of your marketing campaigns, improve the effectiveness of your website, segment visitors for micro-marketing efforts and generate valuable marketing intelligence.‖ (Bruce Snyder, 2011) Marketing is the process of customer identification (needs, views, preferences, financial possibility to buy certain product). This task will be done through primary information analysis. Another task in marketing is development of ―analytics-driven approach to help to reach a targeted student through search engines, mobile smartphones, text messaging, email newsletters and social media.‖ (Higher Education Marketing Company). This company has a straight and logic view on marketing process in university which provides a wide scope of services: Google Analytics, Search Engine Optimization, Pay Per Click Marketing, Social Media Marketing, Google Maps & Local Search Web Design & Development, Mobile Marketing, Short Message Service (SMS). Another very effective tool is SEO (search engine optimization) which allows embedding into the company website option for the most important (most likely needed) words, phrases while creating company web pages. This set of words with high possibility that potential customer will dial up will give opportunity for the company website to pop up in the top list of the search engine (Google chrome, yahoo, etc.). Under research problem – low enrollment of students, the researcher should look for the findings of other studies relevant to this study problem. The questions to start with are: ―What factors in university marketing practices are missing to achieve constant enrollment growth?‖; ―Is there any interrelationship of those factors and university attractiveness growth?‖ One of the studies has been conducted among students registered state subsidized universities in South Africa. The purpose of this paper was to present a new marketing mix based on MBA students‘ attitudes and opinions towards the marketing initiatives of business schools in South Africa. The findings of this study revealed showed seven quite distinct underlying factors in the marketing activities of these business schools, some covering the same elements of the traditional marketing mix: people, promotion, and price. There were, however, four different elements: programme, prominence, prospectus and premiums. ―The marketing mix is a set of controllable marketing tools that an institution uses to produce the response it wants from its various target markets. It consists of everything that the university can do to influence the demand for the services that its offers. Tangible products have traditionally used a 4Ps model, the services sector on the other hand uses a 7P approach in order to satisfy the needs of the service provider‘s customers: product, price, place, promotion, people, physical facilities and processes. The product is what is being sold. It is

33 more than a simple set of tangible features; it is a complex bundle of benefits that satisfy customer needs. The price element of the services marketing mix is dominated by what is being charged for the degree or tuition fees that are required to enroll at the university. Place is the distribution method that the university adopts to provide the tuition to its market in a manner that meets, if not exceeds, student expectations. Promotion encompasses all the tools that universities can use to provide the market with information on its offerings: advertising, publicity, public relations and sales promotional efforts.‖ (Jonathan Ivy, 2008) This traditional model encompasses tools which deal with tangible products. In case of university, it provides intangible product which needs more tools for promotion. Fifth tool is people who are considered as a staff in university (academic, administrative and support staff). To have a prominent image university should have: teaching staff reputations, PhD holders, Professorial title holders. Also administrative staff can also play an important role to attain prospective students by simply providing professional phone call inquiry. The newest addition to the marketing mix is physical evidence and processes. Physical evidence is attributed to internal and external appearance of the entity (from teaching materials to facade of the building and lecture rooms). ―Processes are all the administrative and bureaucratic functions of the university: from the handling of enquiries to registration, from course evaluation to examinations, from result dissemination to graduation, to name but a few. During the period that the student is registered, processes need to be set in motion to ensure that the student registers for the correct courses, has marks or grades correctly calculated and entered against the student‘s name and is ultimately awarded the correct qualification. While this might seem quite straight forward, there are numerous other processes that need to be implemented concurrently (with the finance system, accommodation, time tabling and the library) to ensure the highest level of student satisfaction. The findings of this research suggest that the traditional 4-, 5- and indeed 7P marketing services marketing mix may not be the best way to approach the marketing of MBA programs in South Africa. Using principal components factor analysis on 25 commonly used marketing tools indicates that four new distinctive and independent elements exist along with three elements from the traditional marketing mix.‖ (Jonathan Ivy, 2008) The most important element from the marketing mix was ―program element‖ (the range of electives in the degree, choice of majors). The second was ―prominence of the degree‖ (academic staff reputations, position on league tables or MBA reviews in the popular press). The traditional promotions element of the marketing mix was split into two areas, standard mass media

34 advertising and hard copy promotional materials, such as the university prospectus and direct mail posted to prospective students, called ―prospectus‖ in the MBA marketing mix. The price element is dominated by flexible payment of tuition fees which means that students are price sensitive and looking for payment flexibility. The people element has had a small modification, with face-to-face teaching being included along with personal contact with graduates and open day attendance. The final element of the new marketing mix is called premiums. This is a diverse element of the mix, which included accommodation, the number of modules in the degree, student exchange programmes, university computer facilities and class sizes. While this element was considered the least important of the marketing tools, not offering some of these items could seriously damage the recruitment prospects of a business school. Indeed some items would be considered a standard offering of a university and expected by a student without further consideration or evaluation. (Jonathan Ivy, 2008) So, from this study researcher may answer on the posed questions before. There is indeed some other factors out of the standard marketing mix which in this case (higher education marketing) play a key role. In order to finally apply those factors into the practical implementation researcher should check whether all of those factors remain important for MU. For this purpose primary data should be collected by creating questionnaire which includes new marketing mix tools. Another study conducted in the realm of marketing communications in Taiwan includes other findings. The purpose of this study was to examine how a graduate institute at National Chiayi University (NCYU), by using a model that integrates analytic hierarchy process, cluster analysis and correspondence analysis, can develop effective marketing strategies. This research revealed that even though universities and colleges in Taiwan have increasingly realized the importance of having sound marketing strategies to stay competitive, they have concentrated their marketing strategies on promotion – advertising, tuition reduction, scholarships, etc. This trend has often obscured the fact that marketing should be based on customer needs, with better efforts made to fulfill these needs. Although market segmentation and positioning enable marketers and institutional planners in higher education to understand customer needs, and to visualize institutional advantages in relation to their competitors‘ positions, these are relatively new endeavors in educational marketing in Taiwan. The results display that the five most important factors for students‘ school selection were: employability, curriculum, academic reputation, faculty, and research environment.

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Students perceived NCYU to be strongly associated with lower tuition, fewer entrance-exam subjects, lower entrance-exam pass rates, and easier graduation requirements. (Hsuan-Fu Ho, Chia-Chi Hung, 2008) In order to verify whether such criteria are also indisputable preconditions for choosing MU as a potential tertiary institution they should be included into the study questionnaire. As we can see that in secondary information there are many ways on how to improve university standing and how to reach a customer. But this information does not give us the picture of Masaryk University customer, why she chose MU, what were the preferences to choose it, where she first time got to know about it and etc. That is why for this part – to get the picture of MU customer from primary data collection and then apply appropriate tools that have been mentioned before would be a good combination for a successful marketing campaign.

2.4. Primary data

For the purpose of this study – increase MU attractiveness, primary data has been collected. Researcher developed questionnaire which consists of 15 questions and randomly gave out to international students. The main goal of this questionnaire is to answer two research questions set by researcher:

1. On what element of marketing mix students relied more when choosing MU: ―People‖, ―Physical evidence‖ or ―Processes‖?

2. Does the possibility of domestic market employability after graduation plays the key role for choosing MU? These two research questions will help to get a clue on how specifically to improve attractiveness of MU.

Data is analyzed by using excel Microsoft office application with support of various graphs and tables. It has been calculated that majority of respondents are current students in MU which gives more in depth data describing university attractiveness.

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Graph 1 ―Identification of students` status‖

It is 62% of respondents stated that they are currently study in MU. This will bring more in depth data from the survey. Specializations have wider split up with two major elements: Informatics and Medicine amount to 32% and 27% accordingly. Unfortunately there are no any students from sport faculty. As it has been mentioned respondents were chosen randomly, so it can be obvious that there is big amount of students studying or intend to study medicine and informatics.

Graph 2 ―Identification variability of specializations‖

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Country of origin table shows that students from Slovakia have majority. Probably because of country and national closeness to Czech Republic. The second biggest majority is students from United Kindom, after them students from Russia and Hungary.

Graph 3 ―Country of origin split up‖

Question number 4 relates to first research question (On what element of marketing mix students relied more when choosing MU: ―People‖, ―Physical evidence‖ or ―Processes‖?) which specifies the level of ―Process‖ element in MU. In general the level of handling phone call/email is acceptable with 14 respondents answered as completely sufficient or completely sufficient with additional information. This shows that majority of students are satisfied with first impression of contacting MU.

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Chart 3 ―Level of handling call/email inquiry‖

Question number 5 explains another element in first research question which is ―People‖. It is evident that for majority of students academic experience is the most important to know about professors professionalism. But it is also a big quantity of those who did not analyze any information. Five students responded that work experience in business sphere is a key criteria to choose MU.

Chart 4 ―Criteria for identifying professionalism of university teaching staff‖

Number of courses Quantity of Work experience Academic Professional I didn`t analyze teachers offer publication of in business sphere Experience title in any information teachers business about academic staff in MU

The ―Process‖ element is evaluated in question number six which explains the level of administrative and bureaucratic functions in MU on the matter of convenience and usage.

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Chart 5 ―Convenience‖

On the chart it is shown that students rate these functions as convenient with only several students who perceive it as rather inconvenient. On the ―Usage‖ chart it has also positive trend representing that MU administrative and bureaucratic process is highly useful.

Chart 6 ―Usage‖

Question number seven explains third element ―Physical evidence‖. In graph below it is obvious that majority of students do not check this element while choosing MU.

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Graph 4 ―Identification of processes element‖

69% replied negatively and 31% positively which means that this factor does not play a key role in selecting university. Majority of students rate MU facilities as comfortable. It is shown in the table below that eleven students rate facilities as good.

Chart 7 ―Identification of physical evidence element‖

Question number nine encompasses several criteria which were taken from two elements of marketing mix: ―People‖ and ―Physical evidence‖ and some were not from this marketing mix like ―ability to get employment in home country‖ , ―worldwide acceptable diploma‖. These two factors were taken from the second research question: ―Does the possibility of

41 domestic market employability after graduation plays the key role for choosing MU?‖ Results showed that students highly value ―ability to get employment in home country‖ (16 respondents gave highest score). Also highly rated MU diploma as worldwide acceptable (15 respondents gave the highest score). Also for respondents it is important (with lower grading score – ―4‖) ―Strong academic staff‖ and ―Excellent laboratory facilities‖.

Chart 8 ―MU criteria‖

a. Ability to get b. Strong c. Excellent d. Library

employment in home academic staff laboratory facilities e. Worldwide country facilities acceptable diploma

Question number 10 includes set of common services that university provides to students. This question helps to understand what services MU provides sufficiently to students. Results showed that sufficient services that MU provides are almost all which have been mentioned in the options list. Only ―Small class sizes‖ do not meet big majority expectations.

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Chart 9 ―MU services‖

Reasonable Number of Exchange Research Small class Internship Faculty accommodation modules programs environment sizes possibility

Interesting results gave to the researcher questions number 11 which shows that mostly students got to know about MU from internet search engines and from relatives‘ advice.

Graph 5 ―Media channel of MU‖

Question number 12 and 13 give overall satisfaction level with MU. Question number 12 has been adopted from theoretical part which asks whether student is ready to enter university again if he/she would have the same opportunity. Question number 13 is double-checking this statement. Results are showing that majority of respondents would enter MU again and they are satisfied with overall MU educational service.

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Graph 6 ―Choosing MU‖

Graph 7 ―General satisfaction of MU‖

Although researcher might observe big quantity of students who are relactant to answer. Graph derived from question 12 shows that half of respondents do not have such a strong feeling to reenter MU. The same situation is in general satisfaction of MU, where 38% remained neutral. The last two questions deal with second research question. And here results are varied. Graph 8 derived from question 14 depicts that MU degree is not that helpful for getting the job back in home country. Only 23% answered that degree surely will help to get a high paid

44 position. 38% replied as ―probably yes‖; 35% answered as ―not sure‖ and 4% answered ―probably not‖. So around 61% of respondents feel positive about successful employment back home, the rest are not that confident.

Graph 8 ―Employability element‖

Graph 9 ―Employability element second question‖

If respondents replied positively on 14th question then they were asked to state the reason for this. As it can be seen above high standard European education is playing a key role for successful employment. Also the rest of options have high scores too.

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RESEARCH REPORT

In the purpose of survey it was essential to understand which of three elements in marketing mix (―People‖, ―Processes‖ and ―Physical evidence‖) students rely more and therefore less while choosing MU. According to study made in South Africa by Jonathan Ivy there are seven elements in marketing mix which all equally important for improving company attractiveness in service business. Researcher of this study picked three out of seven, because they more closely respond to actual service oriented company. The rest four elements (product, price, promotion, place) were existing before as traditional marketing mix for all types of businesses. So the element ―Processes‖ uncovers with questions number 4 and 6. From the graphs it is obvious that students are satisfied with this marketing mix. This gives university strong point in attracting students. Call/ email handling, Information system functionality and other bureaucratic functions work sufficiently well. 22 students rated call/email handling as positive. Usage and convenience of different MU functional processes are also positively appreciated with 13 students for convenience and 15 for usefulness. From this data it can be clearly stated that students do rely on effective functions of MU. Element ―People‖ is identified in questions 5, 9 and 10. Question 5 gives information that students do not mainly rely on ―People‖ element while choosing MU. 9 students did not analyze any information about professionalism of university teaching staff. Meanwhile the main factor on what students pay attention is academic experience of teachers. But answers for the questions 9 and 10 gives a tendency that students do rate criteria ―Professionalism of teachers‖ high but actually they give lower score for this actual criteria in question number 10. In question number 5 students chose different aspects of professionalism of teachers as a criteria to enter MU. Total score for professionalism aspects is: 4+4+5+10+4=27. Also in question number 9 criteria ―strong academic staff‖ accumulates 17 points (it is taken only 4 and 5 levels of importance). But in question number 10 only students give only ten points for ―faculty‖ as a sufficient service provided by MU. It can be assumed that students had higher expectation before entering into university that they have got. Element ―Physical evidence‖ is seen as not important for respondents. Graph for question number 7 shows that 69% of students did not check elements of ―Physical evidence‖. Also majority of students rate university facilities as ―Good‖ with opportunity to select ―Excellent‖

46 status (in question number 8). On the other hand students rate university accommodation and research environment as high enough (question number 10). It can be concluded that during the process of choosing university students do not rely heavily on ―Physical evidence‖. But they did get reasonable service in ―Physical evidence‖ while studying in MU. Second research question states: ―Does the possibility of domestic market employability after graduation plays the key role for choosing MU?‖ After analysis of relevant graphs and tables it became clear that this factor (possibility to get employed) is very important for students. So, question number 9 gets the highest score (16) for criteria in choosing MU – ―ability to get employment in home country‖ and also high score for ―worldwide acceptable diploma‖. Even though students rate possibility to get employed as the highest criteria to enter MU 39% of students are not sure or don not think they will obtain high paid job back home. Here is the point to work for MU administration. Students rely on high standard European education and English language education as a key criterion for being confident in getting well paid job (question number 15). The data analysis process constitutes the following: 1. MU has convenient and useful bureaucratic functions which are considered as a strong point in delivering knowledge without obstacles. It is difficult to identify the level of ―processes‖ in organization but some points can be highlighted in promotion materials. It can be description of functionality of Information System or description of easy courses registration. 2. Element ―People‖ has deviation in what is expected and what is delivered. Students have a bit higher expectations on the level of teaching staff experience and competence. It is recommended to do a deeper research on the reasons for this deviation. But for now it can be decided to arrange seminars or trainings for teacher to improve their marketing knowledge and explain commercial tendency in market of high education. 3. University ―Physical evidence‖ is has strong rate of sufficiency. The only problem that students do not feel need to pay attention on this element. Here MU administration should put accent on. Including pictures of libraries with free Wi-fi, canteens, computer labs which have good and pleasant conditions. 4. The most important criteria for students to choose MU is high possibility to get employed at home. But this perspective lacks consistency because there is significant amount of students who remain uncertain in the future employability. This gap can be solved by successful decision making of three elements above: ―People‖, ―Processes‖ and ―Physical

47 evidence‖. But it is recommended to conduct further survey questioning the reasons of students` uncertainty in future employability. Maybe the reason is not related to some weak points in marketing mix but the problem in home countries itself (political instability, nepotism etc) To sum up the general situation in four factors mentioned above ―processes‖ should be promoted to international students as a smooth tool in obtaining degree; ―people‖ should go through training on how to deliver lecture in contemporary commercial world of high education market; ―physical evidence‖ should be mentioned in promotion of MU; ―student employability‖ will be interrelated with ―people‖ plus MU has to install closer relationship with international companies (internships provision, seminars with company representatives, professional lectures from leading companies etc.) Secondary information has also a great help in increasing university attractiveness. Viral marketing can be applied to MU because question number 11 shows that internet search engine is a key tool how students found about MU. There is a video of experience Brno life among Erasmus Students, which can be remade as a good promotion video of student life on campus. For Masaryk University very effective tool will be Google Analytics giving a wide scope of techniques on how to track, differentiate, and analyze visitors. ―Google Analytics is the enterprise-class web analytics solution that gives rich insights into the website traffic and marketing effectiveness. Powerful, flexible and easy-to-use features now give opportunity to see and analyze your traffic data in an entirely new way. With Google Analytics, it is easier to write better-targeted ads, strengthen marketing initiatives and create higher converting websites‖. (Google Analytics website) In general MU marketing politics should involve techniques mentioned by Jarvis J in his book ―What Would Google Do?‖. Companies must learn that they are better off when they cede control to their customers. Give us control, we will use it, and you will win. Also it is important to read blogs. There are search engines for blogs like Technorati, Icerocket, Google, Bloglines, Pub-sub where MU marketing officials can search for MU discussion groups or some topics. MU officials should constantly maintain ―conversation‖ with current students. It is a good idea to start communication with those bloggers who care enough to talk about MU products and service and brand. The least MU officials can do is engage them and join the conversation. Even further step can be done: Ask consumers what they think MU

48 administration should do. MU will end up with better products and do a better job selling them to more satisfied customers who can even help each other, if MU officials let them. Next, it will be effective to start university blog, where students openly and forthrightly share the problems and the solutions as they occur. There is no reason why a university dean should not open a direct conversation with the public. That will do more to change the culture—to finally make it customer-focused and mean it—than a dozen consultants, a hundred off- sites, or a million ad impressions. During of development process of some programs or anything in university it is better to involve students in this process also. The last but not the least is links on the website of MU. There are three links on the ESF faculty. One of them is ―Review of economic perspectives‖, ―call for papers‖ and Citi Bank banner. There should be more links to Headhunters, conferences, industry associations, current job opportunities etc. This gives website alive image and helpful time spending.

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CONCLUSION

This study has been conducted in favor of future Masaryk University prosperity in the current commercial world. Researcher had a strong motivation to give helpful secondary and primary information which will foster university educational process in the frames of contemporary world.

Of course any research comes up with further recommendations to analyze questionable matters in results obtained. Researcher believes that this work is just another step to constant need of self-improvement.

Researcher advices to put more accent on IT support to promote university image and therefore increate its attractiveness. (Harry Hayward, 2011) mentioned that 80 million hours of video loaded to YouTube every minute. So, there is high potential for promotion. Viral video of MU will hit several aspects of university improvement: brand, product suite, differentiation, lifestyle, according to Dr. D.J.Toncich. Apart of that it is recommended to build system of values, believes and attitudes among students and university staff and promote this in the future. According to Dr. Mark Putman it is essential nowadays to educate university staff about strategic role of marketing and branding. Website analytics would be useful for measurement and marketing analysis. Search optimization engine is another tool on how to maintain university webpage in the top 10 results in Google chrome or other web search engines. On YouTube there is option to post advertisement of a company only in the videos which are related to the sphere of products or services company offer. So, MU might sign a contract of including its advertisement on videos which has key words as ―education‖, ―high‖, ―in English‖ etc. According to primary data obtained it is obvious that several aspects in MU marketing mix do not match high criteria among students. Once one factor ―People‖ would be solved through trainings and constant updating knowledge of personnel, another interrelated problem will be offset – ―Employability‖. But there is no any research done on interdependence of these two factors, so for further analysis of situation another research should be taken. The main purpose of this research would be identification of cause and effect linkages between

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―People‖, ―Employability‖ and other factors which influence students‘ ability to get high paid job back home. And there are a lot of those factors starting from political situation in the country to the level of corruption and nepotism.

MU has potential to improve its educational process as we do the students because we are the main customers for our university. But one thing should not be forgotten and it is companies which have strong notion about reality in one or another specialization. That is why my last advice for Masaryk University is to appeal as a liaison entity between students and companies.

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REFERENCES

Barabba Vincent P., Zaltman Gerald, 1991, ―Hearing the Voice of the Market: Competitive Advantage Through Creative Use of Market Information‖, Chapter 5 Conway, Tony Stephen Mackay, David Yorke, (1994) "Strategic Planning in Higher Education: Who Are the Customers", International Journal of Educational Management, Vol. 8 Iss: 6, pp.29 – 36 Cooper, Donald R., Schindler, Pamela S. 2003. ―Business research methods‖ 8th ed. Dillman, Don A. 2000. ―Mail and Internet Surveys: The Tailored Design Method‖. 2nd Edition. New York Dekeba, Alemayehu. 2003. ―Basic of Marketing Research Methods‖ URL: http://www.globusz.com/ebooks/MarketingResearch/index.htm Hemsley-Brown J.V. and Oplatka, I.,2006. ‗Universities in a competitive global marketplace: a systematic review of the literature on higher education marketing‘ International Journal of Public Sector Management, Vol 19, No 4, pp 316-338 Harry Hayward, ―The power of digital storytelling‖, 2011 URL: http://www.marketingpower.com/Calendar/Documents/AMA_2011ConnectEd_101211.pdf Hair, Joseph F. - Bush, Robert P. - Ortinau, David J. ―Marketing research: within a changing information environment‖. 3rd ed.,2006. Hsuan-Fu Ho, Chia-Chi Hung, "Marketing mix formulation for higher education: An integrated analysis employing analytic hierarchy process, cluster analysis and correspondence analysis", International Journal of Educational Management, Vol. 2 Iss: 4, 2008 Jarowski, Ajay K. Kohli and Arvind Sahay. 2000. ―Market – Driven Versus Driving Markets‖. Journal of the Academy of Marketing Science, 45-54 Johnson, Bob ―Mobile marketing in higher education: getting ready for 1012 and beyond‖, 2011 URL:http://www.marketingpower.com/Calendar/Documents/AMA_2011ConnectEd_101211.pdf Jarvis J., ―What Would Google Do?‖, Adobe Acrobat eBook Reader, 2008

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Jonathan Ivy, "A new higher education marketing mix: the 7Ps for MBA marketing", International Journal of Educational Management, Vol. 22 Iss: 4, 2008 Kotler, Philip, Fox, Karen F.A. 1985. "Strategic Marketing for Educational Institutions" Mora, Michaela ―What Is Statistical Significance?‖, 2011 URL: http://relevantinsights.com/tag/sample-size Nha Nguyen, Gaston LeBlanc. 2001. "Image and Reputation of Higher Education Institutions in Students‘ Retention Decisions", International Journal of Educational Management, Vol. 15 Iss: 6 URL: http://www.emeraldinsight.com/journals.htm?articleid=838798& Oppenheim, “Questionnaire Design, Interviewing and Attitude Measurement”, 1992 Oud Jacqueline. 2004. ―Market research versus marketing research‖ Pimpa Nattavud 2003. ―Internationalization and trade in higher education: opportunities and challenges‖ Putnam Mark, ―Do you drive the agenda or go along for the ride?‖, 2011 URL: http://www.marketingpower.com/Calendar/Documents/AMA_2011ConnectEd_101211.pdf Rakhee, Vyas, Anne L. Souchon, 2003 "Symbolic Use of Export Information: A Multidisciplinary Approach to Conceptual Development and Key Consequences", International Marketing Review, Vol. 20 Iss: 1, pp.67 – 94 URL: http://www.emeraldinsight.com/journals.htm?articleid=855530 Rich Lyons, ―Authentic branding: how creating a school brand with culture and curriculum just might help save us‖, 2011 URL: http://www.marketingpower.com/Calendar/Documents/AMA_2011ConnectEd_101211.pdf Robert S Michael, ―Inquiry & Scientific Method‖, 2002 URL: http://www.indiana.edu/~educy520/sec5982/week_1/inquiry_sci_method02.pdf Rodriguez G., ―5 Questions to Help You Understand Your Customer‖, 2004 URL: http://www.powerhomebiz.com/vol146/customer.htm Sekaran, Uma, Bougie, Johan Roger Gisbert.2009. ―Research Methods for Business: a Skill Building Approach‖ 5th ed. Singleton, Royce A., Jr. and Bruce C. Straits. 1999. Approaches to Social Research (3rd Edition). New York: Oxford University Press. Smith, Scott M., Albaum, Gerald S. 2005. ―Fundamentals of Marketing Research‖ Snyder, Bruce ―Maximizing the power of web analytics‖, 2011 URL: http://www.marketingpower.com/Calendar/Documents/AMA_2011ConnectEd_101211.pdf Toncich, ―Study and Learning in the Australian University System‖

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URL: http://www.doctortee.net/files/unibook04_p.pdf

WEBSITES: Experiment-Resources.com, ―Comparing Quantitative and Qualitative Research‖, 2009 URL: www.experiment-resources.com/quantitative-and-qualitative-research.html Higher Education Marketing Company, Canada URL: http://www.higher-education-marketing.com/contact Google Analytics website URL: http://www.google.com/intl/en/analytics/

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Appendix A: Questionnaire

Dear respondent, this questionnaire is created in terms of Master`s degree diploma thesis. The main goal of this survey is to improve Masaryk University attractiveness by deriving the reasons for choosing Masaryk University in obtaining a degree. The answers will be kept as confidential and would not be used in any other purposes other than for this research. If you would have any questions regarding the results of this survey please contact me,

Ilya Shaiderov ([email protected]).

Thank you for your cooperation!

1. Are you a current or prospective student? ______

2. What specialization you are obtaining or intend to obtain in MU? ______

3. Please specify your country of origin: ______

4. Please rate the level of handling your first phone call/email inquiry by MU staff (only if it is applicable to your case):

1 2 3 4 5 No Insufficient Sufficient Completely Completely sufficient with response response enough sufficient additional information

5. While considering MU as an option to study what criteria did (do) you analyze to check professionalism of university teaching staff (you may choose several options)?

a. Number of courses teachers offer

b. Quantity of publication of teachers

c. Work experience in business sphere

d. Academic Experience

e. Professional title in business

f. I didn`t analyze any information about academic staff in MU

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6. (Only for current students) Could you characterize the process of courses registration, usage of IS system and other administrative and bureaucratic functions of university (please choose one in each scale):

Convenience:

1 2 3 4 5 Completely Rather Convenient Rather Completely Convenient Convenient Inconvenient Inconvenient

Usage:

1 2 3 4 5 Completely Rather Useful Rather Completely Useful Useful Useless Useless

7. (For both current and prospective students) While choosing MU did (do) you check quantity of books in university library, accessibility of electronic databases, new editions of study materials, overall quality of library?

Yes

No

8. (Only for current students) Please rate MU facilities (buildings, classrooms, computer labs etc) on the matter of ―comfortability‖:

1 2 3 4 5

Excellent Good Sufficient Not enough Bad

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9. (For both current and prospective students) How do you rate the following factors as criteria for choosing MU (1- least important; 5 – most important)?

a. Ability to get employment in home country 1 2 3 4 5 T T T [ y b. Strong academic staff 1 2 y 3 4 T 5 p y T Tp T [ e y 1 y 2 ye 3 p 4 T 5 c. Excellent laboratory facilities y pT T T p[ ap e y 1 ey 2 y 3 p 4 T 5 d. Library facilities a e y e pT p T T p[ ey a e y e. Worldwide acceptable diploma 1 2 qey 3 ap 4 T 5 pa y e q T pT T ap[ e ua e y y ey p T ua q ya e p op q p q a e ya o e u p q a tqe ua e u p tq ao eq ua eu o ao q a eq eu t u o q o tq a t u u 10. Please choose (mark ―V‖) services that MU sufficiently provides o to you asqe a student (inao case youtq u ft eu qe o q ao are prospective student - should be provided): ft u t eu o re o q u t u t re of qe o t o ft u of e o qe o tr u ft ___ Reasonable accommodation (covered by student) e mf re o tr t u mf eo of re r o t ___ The number of modules in the degree and big variety of electiveeo courses f e of r m tr o f to mf e m r tr ___ Student exchange programs to f eo mf r hm r f o f eo hm rt m r o e to f ___ Research environment (sufficient up to date study materials, computerrt labs,m laboratoriesr etc.) m e oh f to m t hm r oh o f ___ Small class sizes t me rt hm dh e o me t m rt dh oh e ___ Internship possibility t oe t m h oh oe td me t h c dh ___ Faculty (profound selection of PhD and profession specialists)td e t me c ho dh e ud oe t ho h ud ec td oe mo c h ec d e td mo u ho c d ec ud e u o ho ec dm ec ud o nu mo dm c d ec nu oe u mo c tm ec d oe u o u tm cn dm ec u oe nu o cn m c dm oe ut oe nu m rn tm c ut e u oe rn mo cn tm e t oe u mo n m cn t er ut oe n ho rn m er t e ut to nt mo rn t er t e n o n mo 57

11. From what source you first found out about Masaryk University: a. Website search engine b. Advice of friends, parents etc. c. TV d. Newspaper, please specify______e. Journals, please specify______f. Billboards g. Website banners, please specify website______h. Other source:______

12. (Only for current students) If you had do it over again would you still choose MU? If not please specify why. a. Yes b. Not sure c. Probably would d. Probably would not (please specify why) ______

13. (Only for current students) Please describe your level of general satisfaction with university? a. Not satisfied at all b. Neutral c. Satisfied d. Very satisfied

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14. (For both current and prospective students) Do you think MU degree will help you to get above average salary in your home country? a. No b. Probably not c. Not sure d. Probably yes c. Yes

15. If you think that MU degree helps to get well paid job in your home country, what might be reasons for that (more than one reason can be selected)? a. High standard European education d. Possibility to pass internship in Europe b. Degree specialization choice e. Other______c. Education in English language