Business Practices in Selected Universities in Manila: Towards Developing

Marketing Strategies in Building Brand Image

Introduction
Competition in looking for a good job inside and outside the country is very hard. To
stand out among other applicants, one must have an excellent school grades and good
code of conduct during their student days. In line with that, aspiring students who want
to be successful in their future career consider a lot which school they will enroll. In
most schools, education is divided into three levels: elementary, high school and college
level. In recent education development, starting SY 2016 K to 12 program will be
established so that students from Philippines can level off with students across ASEAN
countries and the whole world.
As a result Philippine basic education program will be enhanced by improving its
curriculum and adding up 2 years for basic education. It is known as Senior High
School, offers general education subjects and some introduction to different
specialization courses. The effect of implementing K + 12 program is crucial to
universities and educational institutions since the need to adjust their education system
will directly affect their target market which is the students. Most of the time, parents or
guardians opinion is influencing the students choice on which school to enroll.
Furthermore, universities need to have distinct marketing strategies that will promote
excellent education services, students achievements from the previous years,
affordable value that is enticing to the students interest and many more. When these

strategies are properly conveyed to the students and their parents, a higher probability
that the students and/or their parents will choose to enroll on the university.
In line with that, creating excellent brand identity is very challenging specifically in
education business category. Building university brand identity is a strategic effort; from
the school administrators, employees (teaching or non-teaching), students and even
alumni need to support the universitys mission and vision. It also includes universitys
name, logo, and design; atmosphere inside the campus area, up to date facilities, and
its social media presence. Its common for universities to have strategic business unit to
handle its branding.
This context stated above makes the researcher believes the needs to study the
level of effectiveness of universitys marketing strategies on promoting brand image to
its respondents which is the students. Furthermore, how the business practices of
selected universities in Manila influence the decision of the students.

Background of the Study

Globalization is a group effort of diverse communities and nations to build up a
better society for human being and other living things without sacrificing the
environment, to more understand on different cultures, to resolve political conflicts and
prohibit any act of terrorism, and to have a stable and well developed economy.

The Association of Southeast Asian Nations, or ASEAN, was established on 8

August 1967 in Thailand and founded by Indonesia, Malaysia, Philippines, Singapore
and Thailand. The ASEAN Vision 2020 has a shared vision of outward looking, living in
peace, stability and prosperity, bonded together in partnership in dynamic development
and in a community of caring societies. The Philippines is the only country in Asia and
one of three countries worldwide with a 10-year pre-university cycle. Thus,
implementing K+12 program needs to complete.
The K to 12 Program covers 13 years of basic education with the following key
stages: Kindergarten to Grade 3, Grades 4 to 6, Grades 7 to 10 (Junior High School)
and Grades 11 and 12 (Senior High School). On the fifth year of implementing K+12
program, 2015, Department of Education (DepEd) had done planning for the start of
Senior High School (SHS). All schools and organizations must apply to DepEd for a
permit to offer SHS. Students in SHS can go through a specialization by their own
choice. However, they need to take assessments first to determine their strengths and
weaknesses, and their field of interest. Specializations will be offered according to
resources available in the area. Career orientation and promotion should also be
conducted to help students to know more their course and its opportunities in the
workplace.
On the other hand, College General Education will have lesser units. Subjects that
students have been already taken up in Basic Education will be removed from the
College General Education curriculum. School administrators are facing daunting
challenges. Universities and colleges must come up with an effective business strategy

to minimize the possible loss due to low enrollment rate for the succeeding years
starting SY 2016. They must offer SHS to make up for possible profit loss in their
college level. Managing the effect of K+12 program on their workforce is very crucial.
Employment of faculty personnel is directly related to the courses offered and number of
student enrolled. Non-faculty personnel will be affected too. To deal with this business
problem, one of the practical ways is to transfer some qualified college faculty members
and let them teach in SHS. By transferring them, remaining college faculty members
can be proportionate on the number of college students enrolled. SHS faculty members
should be competent and well experienced in their field of expertise so they can provide
actual learning based on their experience.
With this, how universities and colleges will convince and persuade the JHS
students to enroll on their SHS?
Brand management is very valuable. Universities and colleges must increase their
brand awareness so the students are familiar in their quality of services. They can do it
by promoting using their mission and vision, emphasizing their suitable and friendly
learning environment, their student advocacies and community services, and their
quality education back up with their educational accomplishments locally and globally
on the previous years.
Their brand image must exclusive only for them. Successful use of advertising to
build their image and to what level of service they can offer. These images become their
own identity. An effective brand image takes them for growth and development in the
future. Thus, it becomes growing marketing strategy.

Statement of the Problem

This study wants to determine the effectiveness of business practices of some selected
universities in Manila during school year, 2017-2018.
Specifically, this study wants to answers the following questions:
1) What is the profile of the student-respondents in terms of:
1.1 Gender
1.2 Course
1.3 Year Level
2) What are the respondent-students perceptions as regards the business practices
and what extent have the following marketing strategies influence the
respondent-students decision-making
2.1 Quality education
2.2 Facilities and equipment
2.3 Pricing strategy
2.4 Brand Image
3) Is there a significant difference on the perceptions of student-respondents with
regard to the extent of the influence of marketing strategies on students
choosing decision when they are grouped according to profile?

4) What are the problems, concerns, and suggestions of the student-respondents

that they encounter in the business practices of selected universities in Manila
that affect the brand image?

Significance of the Study

The most significant contribution of this study to the field of education, both for
secondary and tertiary level, is its search for data of marketing strategies that influence
students decision-making.
First of all, school administrators of universities located in Manila. It will collect data
on the accomplishment of influential strategies and practices in the field of marketing.
Also, university promoters can use this for clearer rational basis for understanding
students decision in choosing certain university.
In addition, it will be an invitational research for further research for continuous
development on improving a brand image for universities. Findings could serve as an
alternative template of addressing brand crisis and other issues related to brand
management for universities.
In the practices of concerned departments and marketing agencies, this study will
also help them to create more attractive, eye catching promotional materials and design
programs for student advocacies.

Scope and Delimitations

This study is focus in determining the effectiveness of universities business
practices on the respondents-students decision making in choosing their school.
Precisely, on marketing strategies that are affecting the growth and development of the
universitys brand image.

The researcher will only conduct this study on universities that have permits to offer
SHS. They must be established and nonstop operating until now for 50 years or more
and must be located in Manila Philippines. The respondents must be enrolled students
in SY 2017-2018 on SHS in qualified universities.
The timeline of the conduct of the study is from July 2016 to January 2018.
Respondents are randomly selected and proportionally distributed in all participating
universities.

Chapter 2
REVIEW OF RELATED LITERATURE AND STUDIES
This chapter consists of related literature and studies regarding the business
practices of universities and colleges. Nevertheless, the focal point will be on the

development of marketing strategies in improving brand image based on customers

involvement.
Review of Related Literature and Studies
Quality Education
Quality education enables people to develop all of their attributes and skills to
achieve their potential as human beings and members of society. In the words of the
Delors Commission (UNESCO, 1996): Education is at the heart of both personal and
community development; its mission is to enable each of us, without exception, to
develop all our talents to the full and to realize our creative potential, including
responsibility

for

our

own

lives

and

achievement

of

our

personal

aims.

(https://www.unite4education.org)
An education system with characteristics that may be considered of poor quality, in
terms of current thinking, can be a barrier to enrolment and completion. Families and
students who live in difficult circumstances will not spend financial and time resources
on an education that they do not consider to be of quality. (http://educateachild.org)

Having quality education upholds liberty and produces essential development

advantages. Its expected to make an impact in addressing human development, safety
and security, worldwide understanding, and the quality of life for individual, family, and
global level.

Many definitions of quality in education exist, testifying to the complexity and

multifaceted nature of the concept. The terms efficiency, effectiveness, equity and
quality have often been used synonymously (Adams, 1993). Considerable consensus
exists around the basic dimensions of quality education today, however. Quality
education includes:

Learners who are healthy, well-nourished and ready to participate and learn, and

supported in learning by their families and communities;

Environments that are healthy, safe, protective and gender-sensitive, and

provide adequate resources and facilities;

Content that is reflected in relevant curricula and materials for the acquisition of
basic skills, especially in the areas of literacy, numeracy and skills for life, and
knowledge in such areas as gender, health, nutrition, HIV/AIDS prevention and

peace;
Processes

through

which

trained

teachers use

child-centred

teaching

approaches in well-managed classrooms and schools and skilful assessment to

facilitate learning and reduce disparities;

Outcomes that encompass knowledge, skills and attitudes, and are linked to
national goals for education and positive participation in society.

This definition allows for an understanding of education as a complex system

embedded in a political, cultural and economic context.
Important factor to consider in choosing a school is make sure it is accredited. This
means that an officially licensed organization has vetted the school and reviewed its
curriculum to verify that it meets basic academic standards for higher education.
(http://www.educationcorner.com)

According to an online article, choosing a university course: applicants' top five

factors, 73% of applicants said course content was important. When weighing up
courses, its essential to review the course content closely similar-sounding courses
might actually cover quite different topic areas.
Additionally, the availability of course is essentials, contents that are manifested in
course curricula must be experienced hand in hand by the students for further learning.
For an example, with the recent development in Philippines education system, students
will undergo immersion, that may include earn-while-you-learn opportunities, to provide
them relevant exposure and actual experience in their chosen track.
For instance, Magnus Mootoo, 23 living in Trinidad and Tobago then studied on
Florida Institute of Technology. He says it was primarily the schools academics and
strong ocean engineering program but its location, and attractions nearby, didn't hurt.
Having modern education system, quality teachers must be competent enough and
well knowledgeable with their teaching programs. They should have the ability to
educate student not only academically but also good values and manner.
Section 35 of Article 8 (1) of CHEDs Manual of Regulations for Private Higher
Education of 2008 (CHED Memorandum Order No. 40, series of 2008) states that the
minimum qualifications of a faculty in a higher education institution shall be, for
undergraduate programs: holder of a masters degree, to teach mainly in his major field
and where applicable, a holder of appropriate professional license requiring at least a
bachelors degree for the professional courses. However, in specific fields where is a

dearth of holders of masters degree, a holder of a professional license requiring at least

a bachelors degree may be qualified to teach.
That is very clear: to teach in college, you need either a masters degree or, if there
are very few holders of masters degrees, a professional license. The professional
license refers to the fields tested by the Professional Regulation Commission; in other
words, you need to have passed a board examination. (Isagani Cruz, The Philippine
Star 2015)
In a good teacher`s hand talents may bloom in the bosom of fertile fields where
needed receives his\her needs, and the addresser finds fertile grounds to sow his\her
seeds. Thus, vast areas of deserts may turn into heavenly gardens in teachers` hands.
(Ergun & Coskun, Investigating the factors affecting students decision making process
in post-secondary education: A case of Madrasa schools in Albania, 2016)
Moreover, research, indicators considered here include assessments of research
quality amongst academics, productivity (i.e. number of papers published), citations (i.e.
how recognized and referred to those papers are by other academics) and awards (e.g.
Nobel Prizes or Fields Medals). (http://www.topuniversities.com)
Analysis of individual, school, and quality of education outcomes showed that
although school resources such as pupil-teacher ratio is a key determinant for both
individual and school outcomes, and that per capita miscellaneous operating and other
expenses are significant factors in determining quality of education outcome,

socioeconomic characteristics are stronger determinants. (Maligalig, Caoli-Rodriguez,

Martinez, & Cuevas, 2010)
In July 2015, Michael Corbett, Bentleys associate director of Graduate Student and
Academic Services, said that joining student organization can impact on the career and
student experience in a hugely positive way. He believes that it is worthwhile.
Becoming a leader or an officer in an organization will help you develop leadership
skills that will be invaluable in all areas of life. Youll be presented with opportunities to
improve in public speaking, and gain confidence in yourself as an individual. Michael
Corbett said this is one of the two greatest benefits student organizations offer:
Students continue to get involved on campus because they see that the sacrifice of
their time is worth the benefits they receive the friendships, the level of involvement
across campus, the expansion of their professional network, and the amount of fun they
can have as a team. (http://www.bentley.edu/)
In addition to that, student organization provides opportunities to give back to the
community and engaging themselves in social responsibility. It can also contribute to
environmental advocates.
Many colleges publish data about the percentage of students receiving a job offer
within six months of graduation. Some colleges will offer more assistance to graduates
seeking employment than others. (http://www.collegequest.com/)

As part of student organization, networking opportunities will become wider. Meeting

new friends, building network connections, and establishing a relationship will definitely
rewarding after some time. Links between the employers and university is a critical
factor to consider for student who wants an assurance for his/her employment after
college. Thats why a graduate from a credited university nationally and locally will
surely be recognized by employers.
Considering the globalization, culture and arts are also factors for some students in
choosing a school. Like the number of concerts and exhibitions organized by the
institution, the number of credits and cultural awards and cultural investment.
On the other hand, online activities monitored by school such as student services
and technology like online learning, student track record, student-faculty engagement,
and student interaction are also an advantage.
Financial aid can be in the form of a federal or state grant (money you do not have
to pay back) or a federal student loan (money you must pay back), which can accrue
interest starting the day you enroll or a few months after you graduate. Individual
college and universities may also award institutional grants and scholarships.
(http://www.collegequest.com)
Thus, financial aid is one of the most needed student services for most students
whos struggling in financial aspects.

Facilities and equipment

University infrastructure is an indicator which enables students to know what to
expect from their university experience. Indicators such as sporting, IT, library and
medical facilities, as well as the number of students societies are considered within this
criterion. (http://www.topuniversities.com)
According to an online article, choosing a university course: applicants' top five
factors, The quality of the academic facilities was another top consideration for
applicants

58%

said

it

factored

into

their

decision.

(http://www.thecompleteuniversityguide.co.uk/)
Large colleges usually have more resources. This can include campus facilities such
as student housing, libraries, computer access, health centers, athletic facilities, culture
and entertainment. Large research universities also tend to have large budgets to invest
in faculty, classroom technology and research and development labs for science,
engineering and other fields of study. Perhaps most importantly, large institutions
usually provide more academic options, including hundreds of different majors and
concentrations. This can be especially attractive if you havent settled on a major or are
looking to pursue an interdisciplinary major. (http://www.educationcorner.com)
Some residence halls have jaw-dropping extras and luxury accommodations. Boston
Universitys Student Village, an apartment-style energy efficient high-rise, features a
media lounge, soundproof music practice rooms, and breathtaking views of the Boston
skyline and Charles River. Students at the Massachusetts Institute of Technologys

Simmons Hall can relax at lounges with flat-screen TVs and game consoles, watch
movies on a 12-foot screen, work out in a well-equipped gym, and even jump into a
giant ball pit. (Doug Podolsky, 2014)
The dormitory known as Apartment 5 at St. Leo University in Central Florida has a
fitness center, arcade gaming area, large saltwater aquarium, and a relaxation room
with state-of-the-art energy pods for napping. At the University of CaliforniaDavis,
residence halls have their own swimming pools, spas and private outdoor courtyards.
(http://www.usnews.com/)
Aside from university infrastructure, students must consider accommodation
particularly if they will be going away from their home. Also, surrounding amenities must
also take into account like shops, nightclubs and the launderette
Pricing Practices
Quality education comes with a price. Thus, millions of people around the world are
still underprivileged to be educated and mostly the reason is poverty. For few, its not an
excuse for them not to be educated.
Cost is one of the most important things to consider when choosing a college, and
you will need to determine how much tuition you can afford to pay prior to selecting a
school. The cost between public and private universities has risen considerably in
recent years. (http://www.collegequest.com)

Private schools are usually more expensive than public colleges and state
universities. However, private schools tend to have larger endowments and offer more
grants and scholarships. This can even out the cost of tuition to some degree. Tuition is
only about half of the overall cost of attending college. Housing, food, transportation,
books and other cost-of-living expenses contribute to a much higher sticker price. If
youre looking at schools in expensive cities like New York or Los Angeles, youre likely
to be paying 2 or 3 times more in rent. (http://www.educationcorner.com)
Most tuition discounts are offered based on financial need, not merit aid, the study
found. So revenue isnt collected or added back to the institution. Institutions, by and
large, have been treading water, Hamill says. The net tuition revenue the cash they
get from students and families to spend educating them has more or less kept pace
with inflation. (http://www.usnews.com)
Beth Kobliner, 2011 stated that we need to set up systems in order to get students
not just the education they deserve, but the financial aid they need.
A recent survey by The Higher Education Research Institute shows that the
availability of financial aid heavily influences college selection. 48% reported that a
financial aid offer was a very important factor, up from 33% in 2004. Overall cost is
considered as well. More than half of first-generation students indicated that the cost of
attending was a very important factor. Continuing-generation students consider cost
also, but at a lower rate only 43% rated cost as very important in their enrollment
decision.

Students who are very eager to finish their studies will do whatever it takes. Sadly,
for some reasons some students who have the opportunity to learn inside a school just
wasted their chances and take education for granted.
Student loans are available in two main forms: subsidized and unsubsidized. The
former means payment and interest are deferred beyond your school years and any
graduate education you undertake. The latter, unsubsidized loans immediately begin
accruing interest and are virtually no different than personal loans. Alternately, some
states offer scholarships that have certain requirements attached to them, such as the
William Winter scholarship loan program, which offers scholarships for Mississippi
education students that are converted to loans if the student does not become a
schoolteacher in that state. (http://www.ehow.com/about_6364095_college-financialproblems.html)
While many high school graduates pursuing their career and go on to college, some
of them decided to stop it. A 2011 National Center for Education Statistics report
estimates that only three out of every five four-year college students graduate within six
years. Most dropouts leave college before entering their second year, according to the
College Scholarships website, because of one or more influential factors. (Leonor
Crossley, Demand Media)
Children of families in the lower-income deciles and with less educated household
heads are vulnerable and less likely to attend school. (Maligalig, Caoli-Rodriguez,
Martinez, & Cuevas, 2010)

Perna (2006) presumes that an individuals college choice is influenced by academic

preparation, the availability of financial aid, and family resources to pay for college,
which are nested within multiple contextual layers including school and community
context, the higher education context, and the broader social, economic, and policy
context.
On the other hand, universitys location must also be considered. The resources that
student can use for transportation might be used well if the student will study in nearby
universities of his home.
Location is significant in many students minds, either because they want to live in a
certain part of the country or because of financial constraints. (Matt McFadden 2015).
A schools location is very important. If a student intends to live at home and
commute to college, then a nearby school is a better choice. Contrary with that, those
students who would like to go away to college must get clear understanding on their
choice of school and its surrounding area.
Schools not located in a vacation destination have to rely on other perks to entice
students to their campuses. (Doug Podolsky, 2014)
The New York Times posted a study by the National Association for College
Admission Counseling that indicates that the education level, income, and travel
experience of parents are the easiest ways to determine how far away a student is
willing to go for college.

Pernas model indicates that the college choice process is influenced not only by
individual factors but also by broader social, economic, and policy contexts such as
state higher education policy as well as social and economic conditions.
Brand Image
Brand image is the current view of the customers about a brand. It can be defined as
a unique bundle of associations within the minds of target customers. In short, it is
nothing

but

the

consumers

perception

about

the

product.

(http://www.managementstudyguide.com)
For Kapferer (2008) the brand is a source of influence; a system of interconnected
mental associations (brand image) and relationships.
The brand and what it represents is the most important asset for many companies
and is the basis for competitive advantage and profits Keller (2009). For Strizhakova
and Price (2008), Srivastava and Gregory (2010) and Kapferer (2008) branding
strategies are developed by the organisation, for the product, in order to position and
identify the brand with positive product benefits to attract potential customers, create
brand awareness and to increase profitability.
The area of branding has emerged to a top priority for management in the last 20
years. In fact, brands are one of the most valuable intangible assets within a firm (Keller
and Lehmann, 2006). Dawar (2004) concludes that brands are an indispensable part of
modern business and he also states that for many companies, brands are their most
valuable assets.

For de Chernatony (2006) categorised these diverse functions into three

perspectives: (1) an input-based perspective (branding as a way of directing resources
to influence consumers and to achieve customer response); (2) an output-based
perspective (consumers interpretations of how brands enable them to achieve more);
and (3) a time based perspective (recognising brands as dynamic entities with an
evolutionary nature).
Brand procedures and branding principles are a necessity to establish an effective
brand campaign. Kotler and Pfoertsch (2006) argue that successful branding relies on
the utmost importance of five branding principles, namely:

Consistency: This is one of the most important branding principles for any
organisation. To become consistent organisations should leverage this with a
holistic approach, far beyond the product or brand. It affects each and every

single contact point between the organisation and her stakeholders.

Clarity: Clarity makes the brand more tangible and understandable. Clarity is
based on the vision, mission, core values and core competencies of the
organisation. These should be easy to communicate and understand in such a

way, that it enables stakeholders to position the brand relevance in their mind.
Continuity: Stakeholders (people) trust the brand that it will deliver whatever it
promised based on past experience, they know what to expect. Hence,
continuity is an important principle to develop brand equity and trust on the long
term. Visibility: Brand visibility is all about increasing brand exposure and
developing brand awareness.

Authenticity: Brand authenticity is the undisputed origin of behaviourism of all

organisational members with the objective of creating the feeling for the
customer to own, use or direct a unique valuable product or service.

Brand building requires a long term vision and planning, supported by top
management and executed thoroughly across all managerial processes. To embed
brand consistency and brand clarity in the strategy process Kotler and Pfoertsch (2006)
argue to follow a fivestep brand building process: (1) brand planning, (2) brand analysis,
(3) brand strategy, (4) brand building, and (5) brand audit. (See figure 2)

Business practices and strategies focusing in universitys brand image must be

harmonized. Universitys brand identity must be well portrayed for interested students
who want to enroll have a clear vision how a university operates. Also, brand (name,
logo, tagline, typeface) must be unique and appealing.

Therefore, by strategic brand planning to thorough brand analyses, university can

make a brand strategy specifically aimed to its target market such as transferee
students, fresh graduate from junior high school and returnee students. This strategy
will focus on brand building and its results will used in brand audit, particular in
controlling and monitoring.

Conceptual Framework
This study focuses on the development of marketing strategies in building brand
image.
Figure 1 shows the conceptual paradigm of the study that will help the researchers
understand the topic accurately.
The input of the study is the profile of the respondent, the process is the customers
perception and level of influence to respondents, and the output is enhanced marketing
strategies developing brand image.

Figure 1 Conceptual Paradigm

Customers
perception:

Quality
Education
Facilities &
Equipment
Student
Services

Enhanced
marketing
strategies
developing
brand image

Profile of the
respondents:

Gender
Course
Year Level
Level of
influence:

Pricing
Practices
Geography
Brand Image

Definition of Terms
Accommodations a place to stay and will provide comfort and security for students
whos staying inside the campus premises
Financial aid financial support from government, scholarships, or from other third party
Geography schools location and its surroundings
Student organizations a society operated by students at a university or a college
institution, whose membership typically consists only of students and/or alumni.
Chapter 3
METHODOLOGY AND PROCEDURE

This chapter discusses the methods and the procedures used to show the significant
steps taken by the researchers of this study. It includes the methods of the research to
be used such as comprehensive description of research design, respondents of the
study, sample and sampling techniques, the instruments and techniques to be used in
the validation of the instruments, data gathering procedures and the statistical
treatment that is applied in the gathered data.

Research Design
The researchers decided to use a descriptive type of research in this study.
Descriptive research describes data and characteristics about the population or
phenomenon being studied. It is also the gathering and presentation of the statement of
fact. Through descriptive method of research, the researchers answered the problems
and objectives stated at the beginning of the study.
The study aims to examine students perspective in business practices of selected
universities in Manila to determine the influence in the decision making of choosing
which university to enroll . Therefore, the study is not bent on the introduction of
extraneous variables that may affect the relationship of the existing variables within the
study. The survey method that is utilized is done through the questionnaire method the
use of questionnaires to collect information from the sample. The researcher used a
questionnaire in order to be able to gather data more accurately with the least amount
of time and hassle for the subjects in order to maintain the candour of the responses.

The survey method was perceived as fitting for the objectives of this study as it seeks to
distinguish data within certain parameters, thereby creating a solid approach to the
collection and gathering of needed data.
The ethics applied in the research is the awareness of the researcher to have the
responsibility to ask permission to the university about the research to be conducted.
This includes the reputation of the universitys name that the researcher needs to be
careful with. Further steps should be taken to control the information that we are giving
to the respondents. The information have to be genuine and reliable and given without
intention to change the thought of the respondents.

Research Locale
The subject of the research is all about marketing strategies in developing brand
image of selected universities in Manila. The researcher will distribute equally the 50
questionnaires among the 5 selected Universities in Taft, Manila that offers K+12
program, Senior High School.

Sampling Techniques

The researcher will used Stratified Sampling technique. A target of 10 studentrespondents per University will only be selected. Student-respondents who are currently
enrolled in Senior High School are the only qualified respondents.
Research Instrument and Techniques to be used
This contains the instruments that were used by the researchers in collecting data
and information.
a Survey Questionnaire. The primary research instruments used for collecting
and generating data is the survey questionnaire. This is formulated to obtain
information for assessment. Questions are constructed with multiple choices
to encourage respondents to answer and express views and opinions to the
question raised. Questions are formulated based on the statement of the
problem posed in the study.

b Content, Review and Validation. The researcher drafted the questionnaire

upon consultation with the adviser. The questionnaires contents will be
reviewed by the adviser. For external validity, the survey instrument will also
be checked by grammarian. Survey will be conducted to selected universities
for pre-testing for their constructive comments. Focal remarks will be
incorporated in the questionnaire to capture additional information or data to
answer SOPs.
c Unstructured Interview

Unstructured interviews will be conducted to all the respondents to clarify any

confusion or uncertainty with regards to their answers and opinions.

Data Analysis and Procedures

After the approval of the questionnaire by the adviser, the researcher will distribute
the copies to the student-participants. It will be conducted per University in alphabetical
order. Unstructured interview will also be conducted simultaneously with the retrieval of
the questionnaire to elicit additional explanations to responses that might be vague.

Statistical Tools
1 Percentage. This is an expression of the proportion of the population
corresponding to a particular variable custom. This was used to present the
profile of the respondents, and the possible problems that the respondents
might encounter.
% = f/n x 100

Where:

% = percentage
f = frequency
n = total number of respondents
2 Weighted Mean. This is the measure of central tendency for a set of
opinions. This was adopted to establish the weighted means of the values
and attitude of the respondents. The formula would be:
x = fx / N
Where:
x = weighted mean
f = frequency
x = scale rate
fx/N = sum of all the population
N = total number of respondents

3 Likert Scale. This served as the basis of interpretation of the results that
were arbitrarily prepared. The weighted mean of the evaluation is interpreted
based on four point Likert scale shown below.

Scale Value

Mean Range

Interpretation

1.00 1.50

Strongly Disagree

1.51 2.50

Disagree

2.51 3.50

Agree

3.51 4.00

Strongly Agree

4 ANOVA-test. The ANOVA test will be used to determine whether there are
any statistically significant differences between the means of studentrespondents from five Universities. The formula that will be used follows:

Degrees of
Source of

Mean Squares
Sums of Squares (SS)

Freedom

Variation
(df)

Between
k-1
Treatments

Error (or
N-k
Residual)

F
(MS)

Total

N-1

where:

X = individual observation,

= sample mean of the jth treatment (or group),

= overall sample mean,

k = the number of treatments or independent comparison groups, and

N = total number of observations or total sample size.