Certificate 4 in Marketing

External Customized / Syndicated Researches​

The external researches are carried out as per the agreement with the companies. The Research Centre has carried out external researches during the past years. The list of research works is narrated below:​

  1. EMTV – the research was focused on knowing the types of programmes that the respondents in selected areas of PNG are watching on television, radio channel they are listening to, and newspapers they are reading. A sample of 2,800 respondents were randomly selected from 11 provinces, viz., Port Moresby, Lae, Mt. Hagen, Kokopo, Alotau, Goroka, Kavieng, Kimbe, Madang, Wabag, and Wewak. This survey was conducted in February, 2019.​
  2. Coca Cola (PNG) Ltd. – KO PNG enjoyed a long and prosperous participation in the market, in recent time it has met with increased competition from: expanded number of participants, increase range of brands particularly imports, growth and development of non-sparkling segments, aggressive and increased marketing activity and at the same time where the market is experiencing tough economic conditions. To elucidate this, the research has carried out in four provinces viz., Port Moresby, Lae, Mt. Hagen, and Kokopo during September and October 2016. A stratified random sampling technique was applied to cover the four regions by giving equal importance to all provinces to cover a sample size of 1640.​
  3. CPL Group of Companies – CPL is the largest retailer in PNG and has been a strong player in the retail sector in both Grocery as well as pharmacy. Trading under the names Stop’n Shop and City Pharmacy, respectively. Focusing on SnS, CPL engaged IBS Research Centre to conduct a comprehensive study to understand the landscape and its current positioning (relatively to its competitors). The following methodologies were adopted to carry out this research: a) Shopper Survey – Qualitative (Focus Group Discussion) and Quantitative (Questionnaire); b) Suppliers Survey; c) Front-line staff and Store; d) Managers Survey; e) Mystery Shopping Observation.​
  4. Nestle (PNG) Ltd. It has its local manufacturing plant in Lae, which produce Maggi Instant Noodles and repacks Maggi Kakaruk Cubes, Nescafe Coffee, Milo chocolate malt drink, and Sunshine milk powder. This project given attention to determine current needs / uses of powdered milk shoppers / consumers and also to identify the ideal powdered milk in terms of a) Pack type; b) Pack size; c) Range (full cream, skim, etc.); d) The ultimate users; e) What they will use if for; f) Why they will use it, etc. Focus Group discussion was held in January, 2016 to find opinions on the above theme.​

External Syndicated Researches: Syndicated researches are planned to conduct four surveys per year, each referred to as ‘Wave’. Each Wave contains a set of base questions and topic specific questions, ability to merge subsequent waves as well as track changes over time. The syndicated and comprehensive market research programme with multiple subscribers influencing the content and sharing costs. This provides access to an ever-growing bank of customer insights as more waves and themes are added. It has the ability to include customized and exclusive questions. Each wave is designed to enhance our understanding of Port Moresby population, building on and expending from previous Waves. During 2015 and 2016, the quarterly market trends on select industries were collected through PNG Pulse Waves under syndicated research. The subscribers to the syndicated research were:​

  1. Bmobile​
  2. FinCorp​
  3. Brian Bell​

IBS Internal Researches​

The following internal researches were carried out to provide better customer service to our stakeholders:​

  1. IBS Student year end feedback – 2015 – This survey was conducted to reveal the student’s expectation on new programmes; decision maker in programme selection; factors responsible of the selection of the programmes; level of satisfaction on the services offered by IBS; hindrances in their continuity of study; factors influencing the decision to come to study at IBS; Opinion on skill development programme; the most memorable highlights of the year; and major difficulties faced.​
  2. Course of Study Survey – This is a model developed to identify the right choice of their specialization based on their cumulative skill set matrix. This was conducted in 2016 and 2017.​
  3. A Study in Internet Usage Pattern – 2015 – This study was conducted to improve the productivity of the organization by maximizing the internet usage.​
  4. Student Satisfaction Survey – 2018, 2019 and 2020. This survey reveals the satisfactory level on student expectation from all the services provided by IBSUniversity. The structured questionnaire applied Likert Scaling technique along with open ended questions. The coordinator of research centre conducts colloquium to understand the facts and to find out ways and means to improve the services.​
  5. Survey on Students Centred Learning – 2019, 2020 – This reveals to identify the outcome of students centred learning themes applied in various units. The European Union concept of Students Centred Learning was adopted by IBSU as a model to enrich the learning capacity of the students.​
  6. A Research on Tertiary Education 2019 – This study identified the preferred choice of University for higher learning. This helped to identify the demand pattern present among the students of tertiary education in PNG.​
  7. Industry Expectations Research (2020) (On-going) – There is a wide concern in the university graduate consumer market place that Graduates produced by Universities are not meeting the expectations of the industry, both private and public. The purpose of this survey is to identify these concerns and more importantly the “expectations of the industry” through two-way consultation with selected larger organizations. IBSUniversity wants its graduates to be equipped with the necessary knowledge and skills to meet the ever-changing demands of the new technological world. Also, IBSUniversity wants to see its graduates developing into reputable citizens and contributing meaningfully for the development of the organization when they are employed.​

The Research Centre has included in the plan an intensive internal research to further strengthen the research culture of the University. This involves knowledge enrichment within the University for internal development. ​