Marketing Research Proposal

USC continues to grow, they recently formed alliances with the Florida International university (Flub based in Miami in 1998 introducing the Executive Master’s in Business Administration Programmer (weekend). The first Flu cohort consisted of an unprecedented 78 students recruited from corporate Jamaica, as well as the wider populace. The FIB MBA Degree Programmer, shortly after its introduction, gained great momentum and another large cohort was added within a year, and a third in September 2001. In 2000, a Bachelor’s Degree in Business Administration (weekend) with the University of North Florida was added.

Again responding to the demands of the Jamaican market, this undergraduate programmer was Introduced to satisfy the needs of eligible meld-level working adults in the business sector. SIX months later, another Bachelor’s Degree In Hospitality Management was established In Montage Bay In conjunction with the highly reputable FIB School of Hospitality Management. Since launched the Distance Education and Global Learning initiative. In 2006, USC accomplished a dramatic growth in its course offerings expanding to fifteen professional diploma and certificate programmers, six Associate of Science Degree

Programmers, seventeen indigenous and two overseas Bachelor of Science and Arts programmers. At the Masters level USC offers 7 Master of Science Degrees in conjunction with the Florida International University and the University of London. These programmers are designed to serve and meet the training needs of the entire spectrum of both public and private sector organizations throughout Jamaica. In order to satisfy the needs of qualified managers and other mid-professionals in computer information/technology sectors, the FIB Bachelor’s in Computer Science Degree was also launched in Montage Bay and Kingston.

With the growing level of undergraduate and graduate level programmers in Jamaica, small and large corporations were beginning to express the need for shorter, in- house executive-type training programmers tailored to meet the needs of middle and senior executives. Some short courses and seminars, generally over two to three days, are being offered in response to specific corporate training needs. Some short courses are also being identified as upgrading or introductory level courses for some participants.

University College of the Caribbean is perceived as a fairly new university which has to yet gained the recognition by many (including employers) as the other traditional universities namely; University of the West Indies and University of Technology. The applicants from the working class population have increased. This may be credited to the accreditation received, different courses offered and the fact that the university offers flexible class hours. While employees of companies have found it befitting to pursue higher education at USC, will employers recognize the graduates as they would of the traditional universities?

As such, the purpose of this research is: To determine how do impasses perceive graduates of the University College of the Caribbean in comparison to graduates from traditional universities in Jamaica. The objectives of this research are: To examine the selection process used by Chief Executive Officers and Managers at the strategic level, the decision makers, in choosing potential employees from among graduates of USC and other traditional universities such as the University of the West Indies, University of Technology, Northern Caribbean University and Micro University College. To determine if there is a preference for or against USC radiates in comparison to graduates from the abovementioned traditional universities amongst these employers. To identify the strengths, weaknesses, opportunities (SOOT) and threats of the performance/skills that USC graduates bring to the workforce, in comparison to graduates from the abovementioned traditional These objectives will be addressed using the following questions: 1 . What are the top work related qualities/skills that you look for in a new employee? 2.

What has been your experience working or being associated with USC graduates as it relates to those qualities/skills? 3. What is your company’s ignition of a suggestion that when it comes to selecting potential employees from local university graduates, most top companies prefer to hire graduates from the III or TECH? 4. How would you rate USC graduates in terms of performance, knowledge and capability in comparison to graduates from the University of the West Indies and University of Technology? 5. Good work ethics is considered very important by all organizations.

How do you think USC graduates ‘measure up’ in terms of good work ethics? 6. Achieving the firm’s objectives is critical. Do you believe USC graduates contribute meaningfully towards this goal? . Do you find that USC graduates are better at using their own initiative in performing their tasks effectively in comparison to their counterparts? Explain. Scope of the Research To successfully ascertain the level of recognition of USC as a traditional university and the performance of its graduates in the workplace, this study will utilize the necessary tools to meet the objectives of the research.

This research will be done over a one month period, where the Exploratory Research Design will be employed through interviews with Human Resource Managers and other relevant top management personnel of selected companies that are market leaders. Enough time will be allowed for gathering information from the busy HER personnel who are willing to accommodate this analysis. Type of Study In order to address the questions posed, the study will employ exploratory research design format to collect data.

Exploratory research design allows data to be collected using informal procedures and the primary objective of using this research design is to provide insights into and an understanding of the target companies’ perception of USC graduates. The research process will be flexible and unstructured and will insist of personal interviews with top level manager(s) responsible for the company’s recruitment process. For this research, the sample is small and non-representative of the population and is selected to generate maximum insights to determine how these companies perceive graduates of USC in terms of performance.

The interview questions will be formulated to elicit qualitative responses, these responses will be organized in the same order the questions were presented. That is, all the responses to question 1 will be grouped together, followed by the responses to question 2, and so on. Data collection involves interviews aimed at exploring the selection practices of the management of the target companies. Data collection will be done on a five (5) days, eight (8) hours work week schedule, from Monday to Friday 8:MA’AM to 5:PM. The interviews will be conducted in the following manner: Face-to-face Via telephone Interview schedule. Ace-to-face interview will be done by setting an appointment to visit the company for an interaction with the interviewee’s whilst administering the questions which will be recorded. This interview session will last for at minimum half hour. During this session, valuable insight will be gained by observing the mannerism of the interviewee’s when the responses are given. The target companies that are unable to accommodate a face-to-face visit will be given the option of a telephone interview or having an interview schedule delivered to them. Telephone interviews: The Researcher will conduct a half hour semi-structured interview with the human resource manager or his/her designate. Interview schedule: The questions will be presented in a schedule format and will be sent to the human resource manager or his/her designate for the responses to be recorded on he schedule. A turnaround timeshare for the responses will be predetermined by the interviewee and agreed by the Researcher. The completed schedule will then be collected by the Researcher at the end of the turnaround time.

Analysis of the data After the completion of the depth interviews over the five days period, the Research Team will meet during the following week to collate the data in order to facilitate the commencement of the analysis process. The analysis will be conducted over a period of two (2) days by a four-member team headed by the Vice President/Research Analyst. The Multidimensional Scaling (MEDS) method will be used to analyses this data, in particular the metronomic MEDS procedure. This is an analysis method used when the input data obtained from the respondents are related to perceptions, or preferences.

Report Preparation and Presentation The entire research project will be summarized in a single written report and making future decisions at the strategic level. The report will include the following: Title page Table of contents List of appendices Executive summary Problem definition Approach to the problem Research design Data analysis Results Limitations and caveats Conclusions and recommendations Exhibits Before writing the report, however, the research team will meet with the decision makers of USC to discuss the major findings, conclusions and recommendations.

This is to ensure that the report meets Sac’s needs and that it is ultimately accepted. An oral presentation will supplement the written report. Definition of Target Population and Sample Plan The aim of this study is to determine how USC graduates are perceived by employers in comparison to graduates from traditional universities, while establishing the remark in which USC will be able to tailor its programmers in keeping with regional expectations of the Job market.

For this study USC will be compared to traditional universities such as: The University of the West Indies (III), University of Technology (TECH), Northern Caribbean University (NICE) and Micro University College. The target population for this study will be decision makers/managers at the strategic level responsible for recruiting, hiring, evaluating and terminating employees. The interviewees will comprise of Chief Executive Officers, Human Resources Managers, Departmental Managers/Directors and other top level managers.

Managers at the strategic level often possess top credentials, are well experienced, reputable, and have strong influence within corporate and social circles, as many of these managers are often highlighted in the media. These decision makers will be from a random selection of twenty established, leading companies in Jamaica, today, which have been in existence for ten years, or more. Characteristics of the Target Audience 1 . Managers at the strategic level are between the ages of 30 to 55 years. 2.

They are armorial graduates of a tertiary institution; those who studied locally are graduates of III and TECH with Bachelors and Masters Degrees in Business Administration, Marketing, Finance, Economics, and Human Resources Management. Their strong educational background has equipped them with the necessary skills to give an unbiased response. 3. Most of these Managers have worked in different areas and possess a wealth of expertise and knowledge which they would have accumulated during more than fifteen years experience.