Gold Coast Tafe marketing and survey research Case Study

Gold Coast Tafe marketing and survey research - Case Study Example They possess the ability to make determinate relationship s between various constructs, they are easy to use, and have no researcher bias. The technique allows for precise definitions of concepts and relationships relating these concepts. This technique is also best used when those in participation have experience with the domain being studied (Fransella & Richard, 2012). For instance, they should identify representative elements and have the ability to compare them using a set of criteria. Performing a grid analysis with education experts on the value of an academic brand can be achieved through professionals and researchers who are familiar with current and recent advances in the education sector (Jankowicz, 2009). Repertory grids are best used when practical and concrete examples are available. For example, financial tools that study the current trends of education institutions in the same region as GCIT and regions that they want to expand to; this could be used to determine the value of the brand. To decipher this, there are certain procedures used in repertory grid analysis. The first is element elicitation where the researcher has to select elements that represent the topic. For instance, to analyze the value of a brand, the elements would include similar brands. For various types of knowledge elicitation interviews, cards are utilized with element names shown to participants. The second step is constructing elicitation where the researcher will perform knowledge elicitation using personal constructs from the elements (Peio, 2012). To understand the way in which the individual perceives the elements, the researcher elicits scalar constructs, for instance, using the triadic method where interviewed individuals compare various subjects and states how...This is important because the group should not have conflicts on the issue that is under discussion. In these discussions, future educational course trends and present trends are collected. To conduct focus group research, the candidates are screened to determine the composition of the specific group. The researcher will also avoid groups that have relatives and friends among them to avoid discussion bias. A key factor in focus groups is to have groups that are similar with six to eight groups being desirable. The criteria that will guide the researcher are whether the latter groups generate any additional information (Puchta & Potter, 2009). The moderator has a key role to ensure that the discussion proceeds in the right direction. In marketing, focus groups are essential tools for getting feedback with regards to launching a new product, for instance launching GCIT to a national and international market (Stewart et al, 2011). These focus groups will allow GCIT as they seek to develop and test a new market, to view, discuss, and test their brand before they make it available to these markets. This will give valuable information concerning the acceptance of the potential market for the institution’s products.