ASSIGNMENT/ TUGASAN

BBRS4103
MARKETING RESEARCH
PENYELIDIKAN PEMASARAN
JANUARY SEMESTER 2022

SPECIFIC INSTRUCTION / ARAHAN KHUSUS

1. Answer in Malay or English. /

Jawab dalam Bahasa Melayu atau Bahasa Inggeris.

2. Number of words: 4500 – 8000 words for each assignment excluding references. /
Jumlah patah perkataan: 4500 – 8000 patah perkataan bagi setiap tugasan tidak
termasuk rujukan.

3. Submit your assignment ONCE only in a SINGLE file. /

Hantar tugasan SEKALI sahaja dalam SATU fail.

4. Submit your assignment ONLINE. /

Tugasan ini dihantar secara ONLINE.

5. Submission date : 1st April 2022./

Tarikh Penghantaran : 1hb April 2022.

6. This assignment accounts for 100% of the total marks for the course. /
Tugasan ini menyumbang sebanyak 100% dari jumlah markah kursus.

1
 ASSIGNMENT QUESTION 1

PART I (30%)

PURPOSE:

To differentiate various research designs in conducting marketing research.

REQUIREMENT

Read the following 5 journal articles related to students’ loyalty. You can download the
following journal articles from google scholar articles or from OUM library online (OUM
library>Search Database>type emerald in search box>click Emerald Management 200>click
connect to database>start search using key word ‘student loyalty’ or the title).

a. Anish Yousaf, Abhishek Mishra and Makhmoor Bashir. (2020) Brand trust, institutional
commitment, and their impact on student loyalty: evidence for higher education in India.
Studies in Higher Education 2020, Vol. 45, No. 4, 878–891
https://doi.org/10.1080/03075079.2018.1558441.

b. Chandra, Teddy; Ng, Martha; Chandra, Stefani; Priyono (2018).  The Effect of Service
Quality on Student Satisfaction and Student Loyalty: An Empirical Study. Journal of Social
Studies Education Research. Vol. 9 Issue 3, p109-131.

c. Daud, Y. R., Mohd Amin, M. R. bin, & Abdul Karim, J. bin. (2020). Antecedents of Student
Loyalty in Open and Distance Learning Institutions: An Empirical Analysis. The International
Review of Research in Open and Distributed Learning, 21(3), 18-40.
https://doi.org/10.19173/irrodl.v21i3.4590.

d. Jia-Haur Goh; Yen-Nee Goh; Ramayah, T. (2017). Student Satisfaction and Loyalty in
Malaysia Private Higher Education Institutions. Global Business &
Management Research. 2017 Special issue, Vol. 9, p315-327.

e. Shahsavar, T., & Sudzina, F. (2017). Student satisfaction and loyalty in Denmark:
Application of EPSI methodology. PloS one, 12(12), e0189576.

2
1. Summarise the journal articles in the following matrix format. (1 page)

No Citatio Research Data Variable Measureme Population Sampling

. n Design collection s (name nt (nominal, (who are Technique
(explorator method the ordinal, the target (probabilit
y, (primary variable interval, or respondent y or non-
descriptive or s) ratio) s) probabilit
or causal secondar y)
research) y)
1
2
3
4
5

2. Report on the trend based on the literature matrix (2 pages)

Use the following guide:

1.0 Introduction
Explain your objective of review of past literature
2.0 Research design
Identify and explain the research design that is most commonly used by the
researchers, justify why this research design is most commonly used?
3.0 Data collection methods
Identify and explain the data collection method most commonly used by the
researchers, justify why this method is most commonly used?
4.0 Measurement of variables
Identify and explain the measurement method used by the researchers to measure the
variables, justify why this method is most commonly used? (If not available, list NA)
5.0 Sampling technique
Identify and explain the sampling technique most commonly used by the researchers,
justify why this technique is most commonly used?

[TOTAL MARKS: 30]

3
 SOALAN TUGASAN 1

TUJUAN

Untuk membezakan pelbagai reka bentuk kajian dalam menjalankan penyelidikan pemasaran.

KEPERLUAN

1. Matriks literatur

Baca 5 artikel jurnal berikut yang dengan kesetiaan pelajar. Anda boleh memuat turun artikel
jurnal berikut daripada artikel google scholar atau dari perpustakaan OUM dalam talian (pustaka
OUM>Search Database>taip zamrud dalam kotak carian>klik Emerald Management 200>klik
sambung ke pangkalan data>mulakan carian menggunakan kata kunci 'kesetiaan pelajar' atau
tajuk) .

a. Anish Yousaf, Abhishek Mishra and Makhmoor Bashir. (2020) Brand trust, institutional
commitment, and their impact on student loyalty: evidence for higher education in India.
Studies In Higher Education 2020, Vol. 45, No. 4, 878–891
https://doi.org/10.1080/03075079.2018.1558441.

b. Chandra, Teddy; Ng, Martha; Chandra, Stefani; Priyono (2018).  The Effect of Service Quality
on Student Satisfaction and Student Loyalty: An Empirical Study. Journal of Social
Studies Education Research. Vol. 9 Issue 3, p109-131.

c. Daud, Y. R., Mohd Amin, M. R. bin, & Abdul Karim, J. bin. (2020). Antecedents of Student
Loyalty in Open and Distance Learning Institutions: An Empirical Analysis. The International
Review of Research in Open and Distributed Learning, 21(3), 18-40.
https://doi.org/10.19173/irrodl.v21i3.4590.

d. Jia-Haur Goh; Yen-Nee Goh; Ramayah, T. (2017). Student Satisfaction and Loyalty in Malaysia
Private Higher Education Institutions. Global Business & Management Research. 2017 Special
issue, Vol. 9, p315-327.

e. Shahsavar, T., & Sudzina, F. (2017). Student satisfaction and loyalty in Denmark: Application
of EPSI methodology. PloS one, 12(12), e0189576.

4
1. Sediakan matriks literatur mengikut format berikut. (1 muka surat)

N Petika Reka Kaedah Pembolehub Pengukur Populasi Teknik

o. n bentuk pengumpul ah (namakan an (siapaka pensampelan
penyelidik an data pembolehub (nominal, h (Bukan
an (primer ah) ordinal, respond kebarangkali
(Peneroka atau interval, en an atau
an, sekunder) atau sasaran) kebarangkali
deskriptif, nisbah) an)
atau
penyelidik
an
bersebab)
1
2
3
4
5

2. Laporkan tren berdasarkan matriks literatur (2 mukasurat)

Gunakan panduan berikut:

1.0 Pengenalan
Terangkan matlamat anda mengulas literatur yang lepas
2.0 Reka bentuk kajian
Kenal pasti dan terangkan reka bentuk penyelidikan yang paling kerap digunakan oleh
penyelidik, berikan alasan mengapa reka bentuk kajian ini paling kerap digunakan?
3.0 Kaedah pengumpulan data
Kenal pasti dan terangkan kaedah pengumpulan data yang paling kerap digunakan oleh
penyelidik, berikan alasan mengapa kaedah ini paling kerap digunakan?
4.0 Pengukuran pembolehubah
Kenal pasti dan terangkan kaedah pengukuran yang digunakan oleh penyelidik, berikan
alasan mengapa kaedah ini paling kerap digunakan? (Jika tidak tersedia, senaraikan NA)
5.0 Teknik pensampelan
Kenal pasti dan terangkan teknik pensampelan yang paling kerap digunakan oleh
penyelidik, nyatakan mengapa teknik ini paling kerap digunakan?

[JUMLAH MARKAH: 30]

5
6
 ASSIGNMENT QUESTION 2

PART I (60%)
PURPOSE
To design a marketing research plan and conduct the research.

REQUIREMENT
Conduct simple research to describe students’ loyalty. Use the journal articles from
Assignment 1. Meanwhile, you can search and read more journal articles. Using the
measurement of student loyalty based on Yousaf, Mishra and Bashir (2020, Table 2),
design a questionnaire that consists of 3-items of student loyalty based 5-likert scale and
demographic information (gender, income groups, race, etc.). Distribute the questionnaire
to 20 OUM students. Using the data obtained from these respondents, analyse the
descriptive statistics. Prepare a report following the guidelines below:

1.0 Introduction
1.1 Research problem
1.2 Research question
1.3 Research objective
2.0 Literature Review
2.1 Operational definition of purchase intention
2.2 Past literature (What was discovered in the past literature?)
3.0 Methods
3.1 Research Design
3.2 Population
3.3 Sampling Technique
3.4 Questionnaire Design
4.0 Data Analysis (Use the questionnaire and collect 20 data.)
4.1 Respondent profile
4.2 Results
4.2.1 Descriptive Statistics (Mean, Mode, Frequency, Percentage)
4.2.2 Graph (Compare between income groups)
5.0 Conclusion
5.1 Recommendation
5.2 Limitation
References

[TOTAL MARKS: 60]

7
 SOALAN TUGASAN 2

TUJUAN

Untuk mereka bentuk satu rancangan penyelidikan pemasaran dan menjalankan penyelidikan.

KEPERLUAN

Jalankan penyelidikan ringkas menerangkan kesetiaan pelajar. Gunakan artikel jurnal daripada
Tugasan 1. Sementara itu, anda boleh mencari dan membaca lebih banyak artikel jurnal. Dengan
menggunakan pengukuran kesetiaan pelajar berdasarkan Yousaf, Mishra dan Bashir (2020, Jadual
2), reka bentuk satu soal selidik yang mengandungi 3-item kesetiaan pelajar berdasarkan skala 5-
likert dan maklumat demografi (jantina, kumpulan pendapatan, bangsa, dll.). Agihkan soal selidik
tersebut kepada 20 orang pelajar OUM. Dengan menggunakan data yang diperolehi dari
responden, analisis statistik deskriptif. Sediakan satu laporan mengikut garis panduan berikut:

1.0 Pengenalan
1.1 Permasalahan Kajian
1.2 Persoalan Kajian
1.3 Objektif Kajian
2.0 Kajian Literatur
2.1 Definisi operasi niat membeli
2.2 Kajian lepas (Apa yang didapati daripada kajian lepas?)
3.0 Kaedah
3.1 Reka Bentuk Penyelidikan
3.2 Populasi
3.3 Teknik Pensampelan
3.4 Mereka bentuk soal selidik
4.0 Analisis Data (Gunakan soal selidik dan kumpulkan 20 data.)
4.1 Profil responden
4.2 Hasil dapatan
4.2.1 Statistik Deskriptif (Min, Mod, Kekerapan, Peratusan)
4.2.2 Graf (Bandingkan antara kumpulan-kumpulan pendapatan)
5.0 Kesimpulan
5.1 Cadangan
5.2 Limitasi
Rujukan

[JUMLAH MARKAH: 60]

8
PART II (10%)
ONLINE CLASS PARTICIPATION

Discuss the following topic(s) in the forum and submit proof of your participation in the online
discussions:

1. Describe the importance of and the process used for determining the marketing
research problem.
2. Explain two types of research design.
3. Describe the concepts of measurement scaling.
4. Discuss the sampling design process.
5. Explain the fieldwork process.

[Total: 10 marks]
[GRAND TOTAL: 100 MARKS]

PERBINCANGAN KELAS DALAM TALIAN

Bincangkan topik-topik berikut dalam forum dan serahkan bukti penyertaan dalam
perbincangan dalam talian:
1. Jelaskan kepentingan dan proses yang digunakan untuk menentukan masalah
penyelidikan pemasaran.
2. Terangkan dua jenis reka bentuk kajian.
3. Huraikan konsep penskalaan ukuran.
4. Bincangkan proses reka bentuk persampelan.
5. Terangkan proses kerja lapangan.

9
 ATTACHMENT
ASSIGNMENT RUBRICS
BBRS4103 MARKETING RESEARCH/JANUARY 2022
QUESTION/TASK 1
*QN Excellent/ Good/ Fair/ Poor/ Unsatisfactory/
Criteria/ Weight/ Cemerlang Baik Sederhana Lemah Tidak memuaskan Max
/ CLO
Kriteria Pemberat Marks
*NS 4 3 2 1 0
Literature Matrix Free from error in Less than 3 errors in 4 to 6 errors in More than 6 errors in No literature
identifying the identifying the identifying the identifying the Matrix.
elements. elements. elements. elements.
1 1 Matriks Literatur 3 Bebas dari kesilapan Kurang daripada 3 4 hingga 6 kesilapan Lebih daripada 6 Tiada maklumat 12
dalam mengenal pasti kesilapan dalam dalam mengenal kesilapan dalam atau tidak
unsur-unsur. mengenal pasti unsur- pasti unsur-unsur. mengenal pasti unsur- berkaitan
unsur. unsur.
Report Follow all criteria Follow only 3 of the Follow only 2 of the Follow only 1 of the No information or
 Accuracy criteria criteria criteria not related
 Justification
 Clear
 Analytical
2 1 3.5 14
Laporan Mengikut semua Mengikut hanya 3 Mengikut hanya 2 Mengikut hanya 1 Tiada maklumat
 Ketepatan kriteria kriteria kriteria kriteria atau tidak
 Justifikasi berkaitan
 Jelas
 Analitikal
Style & APA Format No error. Less than 5 errors. 5 to 10 errors. More than 10 errors. No reference and
 Grammar and spelling citation.
 In-text citations
 References
 APA format
3 1 1 4
Gaya dan format APA Tiada kesilapan. Kurang daripada 5 5-10 kesilapan. Lebih daripada 10 Tiada rujukan dan
 Tatabahasa dan ejaan kesilapan. kesilapan. petikan.
 Petikan dalam teks
 Rujukan
 Format APA
Total 7.5 30
*QN = Question Number / *NS = Nombor Soalan
 QUESTION / TASK 2
*QN Excellent/ Good/ Fair/ Poor/ Unsatisfactory/
Criteria/ Weight/ Cemerlang Baik Sederhana Lemah Tidak memuaskan Max
/ CLO
Kriteria Pemberat Marks
*NS 4 3 2 1 0
Introduction Follow all the Follow all the Follow only 3 of the Follow less than 2 No information or
 Cover all contents criteria criteria but there is criteria of the criteria not related
 Clear still a room for
 Accuracy improvement
 Problem translatable to research
objective (RO) and research
question (RQ)
1 3 2.5 10
Pengenalan Mengikut semua Mengikut semua Mengikut hanya 3 Mengikut kurang Tiada maklumat
 Merangkumi semua kandungan kriteria kriteria tetapi masih kriteria daripada 2 kriteria atau tidak
 Jelas ada ruang berkaitan
 Ketepatan penambahbaikan
 Masalah boleh diterjemah kepada
objektif kajian (RO) dan soalan
kajian (RQ)

Literature Review Follow all the Follow all the Follow only 3 of the Follow less than 2 No information or
 Relevant criteria criteria but there is criteria of the criteria not related
 Clear still a room for
 Citation from various sources improvement
 Synchronisation of ideas
2 3 2.5 10
Kajian Literatur Mengikut semua Mengikut semua Mengikut hanya 3 Mengikut kurang Tiada maklumat
 Berkaitan kriteria kriteria tetapi masih kriteria daripada 2 kriteria atau tidak
 Jelas ada ruang berkaitan
 Petikan daripada pelbagai sumber penambahbaikan
 Penyelarasan idea

3 2 Methods 2.5 Follow all the Follow all the Follow only 3 of the Follow less than 2 No information or 10
 Cover all contents criteria criteria but there is criteria of the criteria not related
 Accuracy still a room for

2
  Clear improvement
 Design good questionnaire

Kaedah Mengikut semua Mengikut semua Mengikut hanya 3 Mengikut kurang Tiada maklumat
 Merangkumi semua kandungan kriteria kriteria tetapi masih kriteria daripada 2 kriteria atau tidak
 Ketepatan ada ruang berkaitan
 Jelas penambahbaikan
 Mereka Soal Selidik yang baik

Data Analysis Follow all the Follow all the Follow only 3 of the Follow less than 2 No information or
 Use APA format for the table & criteria criteria but there is criteria of the criteria not related
graph still a room for
 Explanation of finding improvement
 Clear
 Creative
4 2
Analisis Data Mengikut semua Mengikut semua Mengikut hanya 3 Mengikut kurang Tiada maklumat 10
2.5
 Penggunaan format APA untuk kriteria kriteria tetapi masih kriteria daripada 2 kriteria atau tidak
jadual dan graf ada ruang berkaitan
 Penerangan dapatan penambahbaikan
 Jelas
 Kreatif

Conclusion Follow all the Follow all the Follow only 2 of the Follow only 1 of No information or
 Accurate criteria criteria but there is criteria the criteria not related
 Clear still a room for
 Link with the research improvement
objective
5 2 2.5 10
Kesimpulan Mengikut semua Mengikut semua Mengikut hanya 2 Mengikut hanya 1 Tiada maklumat
 Ketepatan kriteria kriteria tetapi masih kriteria kriteria atau tidak
 Jelas ada ruang berkaitan
 Berkaitan dengan objektif penambahbaikan
kajian
6 3 Style & APA Format No error. Less than 5 errors. 5 to 10 errors. More than 10 No reference and 10
 Grammar and spelling 2.5 errors. citation.
 In-text citations

3
  References
 APA format

Gaya dan format APA Tiada kesilapan. Kurang daripada 5 5-10 kesilapan. Lebih daripada 10 Tiada rujukan dan
 Tatabahasa dan ejaan kesilapan. kesilapan. petikan.
 Petikan dalam teks
 Rujukan
 Format APA

Total 15.0 60

Part II (10%)
Excellent Good Fair Poor Unsatisfactory Max
*QN CLO Criteria Weight
4 3 2 1 0 Marks
Quality of Postings All five comments are Four of the Three of the None of the No postings given as
good, appropriate, comments are good, comments are comments are good proof of
Kualiti Postings relevant, meaningful, appropriate, relevant, somewhat good, and relevant. / participation in
1 2 : and meaningful,and appropriate, Comments are short discussion
Affective Domain respectful respectful meaningful,and responses that are
(A2) respectful not substantial nor
meaningful.
Minimum effort (e.g.
“I agree with Tina”)
2.5 10
Tiada komen yang
Kelima-lima komen Empat baik dan relevan./
baik, sesuai, relevan, komen baik, sesuai, Tiga komen baik, Komen hanya Tiada Postings diberi
bermakna dan relevan, bermakna sesuai, respon yang ringkas sebagai bukti
berhemah dan berhemah relevan,bermakna dan tidak meluas penyertaan dalam
dan berhemah dan tidak perbincangan
bermakna.Usaha
minimum (Cth:
“Saya bersetuju
dengan Tina”)
Total 2.5 10
*QN = Question Number

4
INSTRUCTIONS ON HOW TO SUBMIT PROOF OF ONLINE CLASS PARTICIPATION (10%)
Do the following:
1. Select the best FIVE (5) postings from the forum discussion set up by your tutor.
2. Do screenshots of the postings and include them as images in your assignment.
3. The screenshots should be in image file (either in JPG or PNG format). Refer to the sample of Screen Grab below
4. The screenshots should contain: Name, Title of the discussion, Day, Date and Time.