3.1 Research method
Case research was chosen as the methodology. A single holistic case is justified as the study presented a unique opportunity to explore the impact of marketing communications on customers within the school (Saunders, et. al 2012, p.179), and to address a critical concern for <xx School> – how marketing communications can aid retention. Comment by Diane Kalendra: In Australian Harvard, three authors are listed Comment by Diane Kalendra: Because there is no direct quote, a page number is not needed. Comment by Diane Kalendra: Note, the case organisation in this example was a school.
A second justification for the single case study is that it provided the opportunity to explore the topic in detail, and is a ‘worthwhile way of exploring existing (marketing) theory’ (Saunders et. al. 2012, p.180). My position at the school affords me a unique advantage of direct access to customers across both school campuses, and a good understanding of current communication practices.
3.2 Data collection
The research evaluated the competitive and host environment of the case organisation using primarily quantitative secondary data. It required access to government statistics, competitor and sector research. Some data was obtained from publicly available government databases (Singstat and Population Singapore). Details of the data obtained are included in Appendices 2 to 3. Comment by Diane Kalendra: More information would have been good, together with appropriate in text citations and full references at the end of the report.
Another data source was the secondary survey data already in the school’s possession (an international school Frost and Sullivan report, 2012). This data was obtained from existing 2012/2013 <xx School> customer satisfaction surveys, the annual parent pulse and exit survey (leaving parents only). Both surveys were conducted online, and a Likert 5-point scale was used, where 1 was very dissatisfied/strongly disagree, and 5 was very satisfied/strongly agree. The percentages of respondents who were satisfied/very satisfied were used to measure overall satisfaction and to show what was working well/what needs improvement. Details of the data obtained are included in Appendices 4 to 5. Comment by Diane Kalendra: The citation should have been (Frost & Sullivan 2012). A full reference should have been provided in the reference list at the end of the report.
References
AIB 2016, Project learning materials, AIB
Saunders, M, Lewis, P & Thornhill, A 2016, Research methods for business students, 7th edn, Prentice Hall, London.
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Project-Methodology-Examplev2.docx
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