DA NANG UNIVERSITY OF ECONOMICS

BUSINESS ADMINISTRATION
---------

MARKETING RESEARCH

GROUP MP5:
 LÊ THỊ THU
 TRẦN THỊ THU TRANG
 VƯƠNG THỊ SƯƠNG
 TRẦN THỊ CẨM DUYÊN
MARKETING RESEARCH October 10, 2019

Contents
I. RESEARCH OVERVIEW ........................................................................................... 2
1. Background and motivation research: ....................................................................... 2
a. Background: ........................................................................................................... 2
b. Research objective: ................................................................................................ 2
c. Research objective: ................................................................................................ 3
d. Research question .................................................................................................. 3
e. Research Limits ..................................................................................................... 3
f. Research method: ................................................................................................... 3
II. DOCUMENT OVERVIEW. ........................................................................................ 4
1. Theoretical foundations and research models ........................................................... 4
a. Concept .................................................................................................................. 4
b. Service quality ....................................................................................................... 4
c. Model ..................................................................................................................... 5
d. Proposal model....................................................................................................... 7
III. RESEARCH METHOD ............................................................................................ 7
1. Research progress ...................................................................................................... 7
2. Data collection methods ............................................................................................ 9
3. Sampling method ..................................................................................................... 10
4. Research budge : Fee ........................................................................................... 10

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MARKETING RESEARCH October 10, 2019

I. RESEARCH OVERVIEW

1. Background and motivation research:

a. Background:

- In recent years, the education industry has been changing to improve the quality of
training, especially higher education in our country is changing towards
international integration to meet the common standards of society. as well as in
training. One of the important factors needed for students in today's integrated
environment is foreign language. Especially English, which dominates almost
absolutely in education at universities, where creates a skilled, technical and
scientific labor force to meet the labor demand in society. Beginning in the 21st
century, teaching amateur English at Vietnamese universities has become popular.
For Da Nang University of Economics, English course is one of the compulsory
modules. With the aim of improving the foreign language skills of students,
meeting the learning outcomes of the school as well as society. In recent years, the
school has taken many measures to manage and improve teaching as well as
maximum support for students in learning English, helping students fit with the
new form of training, ensuring contribute to improving the position and reputation
of the school in the regional and international scope. Freshmen entering the school
all pass the English proficiency test, are placed in appropriate English classes and
focus on improving English. However, this training method still has limitations
when the majority of students do not meet the university's output standards, have
to learn English outside and have many negative feedback.

b. Research objective:

- Students are an important element of the service delivery process, directly

participating in the school's training service. The quality of training is highly or
low depending on the student's satisfaction when using that training service.
However, up to this point, there has not been any significant research project on
the quality of English language training at Vietnamese universities in general and
Da Nang University of Economics and Business. Danang in particular. For the
most part, people only hear emotional comments from individual students who
have very different issues: ‘Learning ineffective’ ,‘student don't understand.’
- To assess how well the method of training English modules is? At the same time,
how does student satisfaction assessment affect teaching effectiveness? We
decided to choose a research topic "on student satisfaction with the English
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training program at the University of Economics - The University of Danang".

Thereby, it is possible to see somewhat of the remaining points in this training
method that are not suitable for students and make suggestions and raise the voice
of students in order to improve timely training methods.

c. Research objective:

- Measuring the satisfaction of students of the Da Nang University of Economics

with the study of English modules.
- Identify and measure the factors that affect student satisfaction with studying
English modules at Da Nang University of Economics.
- Proposing a method to improve the quality of training, the effectiveness of
teaching English modules, satisfying and suitable for students of Da Nang
University of Economics.

d. Research question

- The level of student satisfaction with the training quality of English modules at the
Da Nang University of Economics.
- How the elements of the training program, lecturers, facilities ... affect student
satisfaction.
- How to improve student's satisfaction about the quality of training modules in
English?

e. Research Limits

- Subjects of study: Students of Da Nang University of Economics have formal

English courses.
- Sample: 100 votes

f. Research method:

- Official research: conducted by quantitative research method with survey

- Processing research data: using SPSS 22 software to test the scale.

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II. DOCUMENT OVERVIEW.

1. Theoretical foundations and research models

a. Concept

- Today, most of us know the service, the service includes many exchange
activities at different levels and operations.

- Philip Kotler (service definition): service is an activity or supply to exchange,

mainly intangible and does not lead to transfer of ownership. The performance
of services may or may not be associated with physical products.

- According to Vietnamese Dictionary: Services are jobs that directly serve the
needs of the majority, organized and paid [Vietnamese dictionary, 2004,
Danang Publishing House, Tr256]

 In short, there are many concepts about services that are expressed in different
angles but generally: Service is an activity aimed at meeting certain needs of
people. The characteristic of the service is that it does not exist in the form of a
specific product (tangible) as a commodity but it directly serves certain needs of
society. And training is also a service.

b. Service quality

- Stemming from quality perspectives in the manufacturing sector of the 1930s,

in recent decades, service quality has been identified as a strategic competitive
factor. Service quality is a very broad and complex category, reflecting the
total economic, technical and household contents. Due to the complexity.

- According to Parasuranman (1985-1988) service quality is the distance

between customer expectations and their awareness when used through the
service. He was considered to be the first to study service quality specifically
and in detail in the field of marketing with the introduction of a model of 5
service quality gap.

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c. Model

Parasuranman's service quality model.

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Servqual model
- Parasuranman & ctg (1985-1988) introduced a model of 5 service quality
gaps. Quality of service consists of basic parts, which are:
1. Reliability
2. Resposibility
3. Assurance
4. Emphathy
5. Tangibles

H1: Service reliability affects customer satisfaction

H2: The service capacity of employees affects customer satisfaction
H3: Tangible factors affecting customer satisfaction.
H4: Guarantee in service affects customer satisfaction.
H5: Service empathy affects customer satisfaction.

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d. Proposal model

- To assess student satisfaction with the English module, we must first identify
the factors affecting this satisfaction. We propose the following model, which
is the closest model to our rese

H1: The impact of quality of education on student satisfaction.

H2: how facilities affect students's satisfaction.

H3: How human resources play a role in student satisfaction.

III. RESEARCH METHOD

1. Research progress

The basic research process is full of steps:

- Step 1: Identify research issues: The discussion group raised issues that are of
interest and necessary for conducting research (especially issues of students in Da
Nang University of Economics). Danang), identify the objectives and subjects of
the study.

- Step 2: Determine the information to be collected: Identify the information to be

collected to assess the student's satisfaction with the English program at the school.
The information collected is qualitative or quantitative.

- Step 3: Identify sources of information: Refine the necessary information for the
research project.

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- Step 4: Decide on a research methodology: Determine a research model for

customer satisfaction on service quality. Proceeding with the selection of research
methods and scales suitable for the study subjects who are students of Economics
University studying English modules. Make hypotheses about the factors that
influence the assessment.

- Step 5: Collect and process information: Set up questionnaires, online survey.

The sample is estimated to be 100 applications from current and existing students
of the English training program at Da Nang University of Economics. Collect
surveys, categorize and organize data.

- Step 6: Analyze research results: Use Excel and SPSS software to analyze and
synthesize the results, draw out the comments - the meaning of the data after the
analysis.

- Step 7: Report research results

The scale:

- For qualitative data: use the identification scale

- For quantitative data: use a 5-level Likert scale

Specific research process of the group:

- Step 1: Preliminary research (qualitative research): First, using methods of data

collection, synthesis and reading of published and published documents related to
the research topic of group. Thereby there is an overview and direction for
research. Conducting qualitative research through group discussions and trial
interviews to find out the factors that affect the level of birth satisfaction, to adjust
and supplement variables used as a basis for building an appropriate scale. with
research and practical topics in English classes at school.

- Step 2: Official research (quantitative research): Quantitative research is

conducted through the online survey method which is sent to students in the
research subject of the topic. Research data is used to evaluate on the scale and test
the theoretical model as well as the initial hypotheses.

- Step 3: Data processing: After collecting enough initial requests, using SPSS
software and 5-level Likert scale for data analysis.

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2. Data collection methods

- Research approach: quantitative

- Data collection method: using survey form
- How to do it: online survey
- Questionnaire:
1. Do you feel about study english at Da nang university?
 Extremely well
 Very well
 Somewhat well
 Not so well
 Not at all well
2. Are you satisfied with the method of teaching English at Da Nang
university?
 Extremely satisfied
 Very satisfied
 Somewhat satisfied
 Not so satisfied
 Not at all satisfied
3. Why are you dissatisfied when learning English at school?
 Teaching method
 Time taken to complete a chapter
 Conducted Activities
 Other
4. Why are you satisfied when learning English at school?
 Teaching method good
 Many useful activities
 Low cost
 Reasonable teaching time
 Other
5. After finishing studying English at school, do you improve English
level ?
 Yes
 No
6. Do you study English outside?
 Yes
 No

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7. Between learning English outside in the center and studying at school,

where would you prefer to study?
 Outside
 At school
8. If you were given one thing you could change teaching english method
in the class, what would that be?
 Teaching method
 Time taken to complete a chapter
 Conducted Activities
 Other

3. Sampling method

- Characteristics: the sample is a student of UEB

- Sample size: 100 samples

4. Research budge : Fee

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