I.

Sources for the collections of data

I.1 Create a plan for the collection of primary and secondary data
for UAI study

Plan
The first thing we need to prepare for the survey is creating a plan. When
we have a plan, we can divide and arrange time logically to achive the
best goals for the survey. The table below is a plan of my team, Thanh Khe
team.
N

Task

Time frame

Student in

o
1

Document reviewing the

24th Nov 2014

charge
Thanh Khe team

topics and the CIE.

Defining the research

25th Nov 2014

Thanh Khe team

objectives
Designing questionnaire and

26th 27th Nov

Thanh Khe team

preparing customer forms

Conducting the survey

2014
28th 29th Nov

Thanh Khe team

5
6

(interview 120 people)

Gathering data
Presenting data in tables and

2014
30th Nov 2014
1st 2rd Dec 2014

Thanh Khe team

Thanh Khe team

7
8

graphs
Analysing data
Writing recommendation and

6th 7th Dec 2014

10th Dec 2014

Thanh Khe team

Thanh Khe team

conclusion
Table 1: Survey plan

Population
Applying my team to create a plan to collect the primary and secondary
data for UAI study, the first thing my team need to do is define the cluster
of the information we collect. The cluster we defined is the parents who
have the high income and have the children who will study in university in

next or three years. We will collect the data at Thanh Khe district, so we
need to zone the streets that belongs to Thanh Khe districts such as Dien
Bien Phu, Ham Nghi, Nguyen Tri Phuong, Tran Cao Van, Hai Phong, Le
Duan, Phan Thanh, Le Dinh Ly, etc.

Sampling method
We use the cluster method on sampling method to divide and define the
sample that we need to give the survey and have the interviews. With
cluster method, we practice step by step as follow:
Step 1: We apply the cluster to divide belongs to the district and defind
the people that are suitable with the conditions that we want to get
survey
Step 2: We collect the address and bread winer names that belongs to
Thanh Khe district and is suitable with the defined conditions
Step 3: Finally, we aplly to the random sampling

Sampling size
We calculate the sampling size to know the total number of parents we
need to give the survey. The samling size is calculated by the formula

ME =
With Z = 90% =
1.645

P (1P)
n
ME = 5% = 0.05
P = 50% = 0.5

According to the formula and the data, we can calculate the sampling size
n= 260. This means that we will collect information from 260 people that
live at Thanh Khe district. It helps us reduce expenses and time by
allowing us to estimate information about a whole population without
having to survey each member of the population. (Steven Julious; 2009)

Source of data

Primary data is information that you collect directly from first-hand

experience. It is specifically for the purpose of your research project. An
advantage of primary data is that it is specifically tailored to your research
needs. Researchers can collects the data by themselves, using surveys,
interview or direct observation (Shawn Grimsley, Marketing research). For
example, in recent research, the researcher needs to find out the level of
salary that the workers want to achieve after two years they work for
company. The researcher can give the survey or direct interview with
them. The workers answers are consider as primary data. (At Work, Issue
54, Fall 2008: Institute for Work & Health, Toronto)

Figure 1: Primary data

Source: Ghauri et al., 1995
Primary data is include direct interview (face to face) and phone interview.
With my team, we choose the direct interview (face to face) by giving the
survey at bread-winner house. We come to houses that are suitable with
our defined condition which are located around the areas that we are
living to collect the information. By direct interview, we have change to
contact

with

the

parents

and

give

more

information

about

international universities that they want to know. Moreover,

the

we can

explain carefully for the respondents more information or somethings they

are interested.
Secondary data is the information that is collected in the past or from
other parties. It is for a purpose other than your current research project
but it has the relevance and utility for the research.

Figure 2: Secondary data

Soure: Mahatra, Marketing Research (p.108)
Secondary data is divided into two parts: external and internal data. The
researhers can collect information from published material such as
internet or library. In addition to this, secondary data tends to be readily
available inexpensive to obtain. We can examined the data for a longer
period of time. For example, we can look at a companys lost-time rates
over several years to see at trends. (At Work, Issue 54, Fall 2008: Institute
for Work & Health, Toronto)
we can collect the secondary data at Committee of People in precinct that
belongs to Thanh Khe district such as Thac Gian, Tan Chinh, Hoa Khe and
etc. We come to there to collect some necessary information such as the
telephone numbers of parents have children who will be in university in 3
next years and have high income. Moreover, the committee of people in
precinct can provide us the list of people have high income at that ward.
From there, we can come and see the bread-winner house to give the
survey. The information from the committee of people in each ward is
really useful for us to find and list the parents that are suitable with our
given conditions. It helps us save
decisions.

much time to find and make right

I.2 Survey methodology and sampling frame

At the final step of the sampling process, a particular survey sampling
methodology is chosen and applied. The methodology that is chosen
depends on the types of survey. The survey sampling methodology is
divided into two main parts. That are probability and non probability.
(surveyonics,2011)

Figure 3: Survey sampling methodology

Source: Principles of Online Survey Design & Delivery, 2011

Non probability samples

About the non probability sampling method, it includes the judgment
and convenience sample. In non probability, samples are selected from
the population in some non random manner.
Judgment

sampling

is

common

nonprobability

method.

The

researchers select the sample based on the judgment. This means that
they choose the samples base on their specific knowledge or expertise
(Survey sampling method, 2014). For example, when we want to research
about the level of income of people who are living in Danang city, we can
choose one or two districts in Danang city to research instead of all the
population in Danang city. However, when we use this method, we need to
make sure that the sample that is chosen is truly representative of the
entire population in Danang city.
Convenience sampling is used

members of the target population.

when there are a few available

At the name implies, the sample

is

selected

of

its

help

the

efforts to get a gross estimate of

researchers save much time and

the results, without waste much

cost. The researchers can choose

money or time (Survey sampling

sample from whole population by

method, 2014).

convenience.

because
It

can

used

for

preliminary

research

random selecting. For example, at

a shopping mall, the manager
wants to research about the level
of satisfaction of customers when
they come to the shopping mall.
He can choose random the first
100

customers

come

to

the

shopping mall on the morning to

Figure 4: convenience sampling

give survey. This method can be

Source: Visual learner, 2009

Probability samples
Probability sampling method is any method that utilizes some form of
random selection. The probability samples are included simple random,
systematic sampling, stratified sampling and cluster sampling. The main
benefit of this method is that the researcher can guarantee the sample
chosen is representative of the population. This means that the conclusion
is efficiency and the researcher can give the right decision from the
results of the surveys. (Probability sampling, 2006)
Simple random sample is a
sample selected in such a way
that every item in the population
has an equal chance of being
included

(business

decision

making book, 2010.p24)

Figure 5: Simple random
sampling

Source: Simple random

sampling
Systematic

sample

is

often

used instead of random sampling.

It works by selecting every nth
item after a random start. After
the require sample size has been
calculated, every nth record is
chosen from a list of population
member. Systematic sampling is
frequently

used

to

select

specified number of records from

Figure 6: Systematic sampling

Source: Sampling Techniques, 2009

a computer file (Survey sampling

method, 2014).
Stratified sampling is the best

method, the population is divided

method of choosing a sample in

into groups that based on the

many

characteristics

situations

reduces

sampling

because

of

each

group.

The

With each group, the researcher

population must be divided into

chooses the random sample until

strata

The

they are enough for researchers

examples of this method are male

to do survey (Survey sampling

and

method, 2014).

or
female,

error.

it

categories.
employment

and

unemployment. With the stratified

Figure 7: Stratified sampling

Source: Probability sampling, 2006

Cluster sampling is that representative sample from the population is
selected by using a probability, often simple random sampling. Every
member of population is assigned to only one group. It makes sure that
only individual within sampled cluster are surveyed (Survey sampling
method, 2014).

Figure 8: Cluster Sampling

Source: Visual learner, 2009
Danang city has 7 districts, include Thanh Khe, Hai Chau, Son Tra, Ngu
Hanh Son, Hoa Vang, Lien Chieu and Cam Le district. Each district is seen
as a cluster. Our team is responsibility to research Thanh Khe district. To
survey about the usage attitude and image survey for CIE in Danang city,
we use cluster sampling to choose Thanh Khe district, that belongs to
Danang city and we research all families that are living in Thanh Khe
district that are suitable with defined conditions. At Thanh Khe district, my
team comes to bread winners who have children are last year high
school or will be in university in 3 next years.

Sample frame
Sample frame is a complete list of all members of the population that we
need to research. The sample frame includes the numerical identify for
each individual and information about characteristics of individual.
(business dicrtionary)

Figure 9: Example of sample frame

Source: Sample frame, 2002
After collecting information from respondents, we list the sample frame of
all respondents. The respondents are person who are living at Thanh Khe
district such as on Dien Bien Phu st, Tran Cao Van st, Phan Thanh st, Doan
Nhu Hai st and so on. The sample frame of my team is attached in
appendix part.

I.3 A questionnaire for Thanh Khe district

Survey method is divided into two broad categories: questionnaire and
interview.
Nowadays, questionnaire survey
is one of the most popular survey
method for statiscals. They can
be

easy

to

respondents

approach
to

the

provide

information and explain carefully

Figure 10: Questionnaire sample
Questionnaires are usually
paper and pencil instrument that
the respondent complete.

what respondents need to know.

Questionnaire

includes

mail

survey, self administated, group

administrated and household
drop off . Internet is becoming
popular on the world so many

businesses use website as one of

method can save much time and

method to give online survey for

cost for the businesses who want

their

to get survey (Types of survey,

customers

survey

or

survey

on

online
the

such

as

mail

questionnaire
websites.

2012).

This

Interview is completed by the interviwers that based on what the

respondents answer the question. Interview includes the face to face
interview, phone interview or online interview. In the face to face
interview, the researchers will work directly with the respondents. They
can have chance to probe or ask follow up questions. Moreover, they will
be easier to get opinions from the interviewees and make the impression
to them.

Figure 11: Interview sample

My team uses both questionnaire and face to face interview to get the
best result for the survey. We design the questionnaire that has 26
questions and come to the respondents houses to give the questionnaire
and also ask them some questions that are related to the survey to get
more opinions and make impression. Moreover, our teams questionnaire
focus on investigating the popularity of

the international university to

parents at Thanh Khe district and what they desire to the international
university, especialy Sunderland university.
The sample of questionnaire of my team is below:

USAGE ATTITUDE AND IMAGE

SURVEY
FOR CENTER OF INTERNATIONAL
EDUCATION
No:
______
Location: Thanh Khe District
___/___/____
___________________________________________________________________________
___

INTRODUCTION:
Good

morning/afternoon/evening,

international

education,

Danang

am

student

university

of

from

center

Economics.

We

of
are

conducting a survey in this neighborhood about peoples opinions and

experiences related to Universities in Danang.

SCREENING:
1. Do you have children who will study in a University in the next
three years?
1. Yes (Go to Q2)
2. No (Stop)
2. How much is your family income per month?
1. Above 20 millions VND (Go to Q3)
2. Below 20 millions VND (Stop)

11

12

CORE DATA:
3. When thinking about International Universities in Danang,
Which university comes to your mind?
What else?
1. Carnegie Mellon
2. Greenwich
3. Keuka
4. Penn state
5. Polytechnic
6. Sunderland
7. Seatle Pacific
8. Others (specify)
_____________

13

Q3

Q4

FM

OM

Aided

2. Greenwich

3. Keuka

4. Penn state

5. Polytechnic

6. Sunderland

7. Seatle Pacific

1. Carnegie
Mellon

5.

8. Other

Where have you known about this program?

1. Banner/ poster

6. Television
7. Radio

2. Friend/relative/Neig

8. Workshop

hborhood
3. Magazine
4. Newspaper
5. Social Network

9. Others
(specify)
a. ______________
b. ______________

14

6. Which universities have you seen, heard or read in the past

three months?
1. Carnegie Mellon
2. Greenwich
3. Keuka
4. Penn State
6.

Singapore

Polytechnic
7. Sunderland
8. Others (specify)
___________

15

_________

5. Seatle Pacific

Q6
FM

OM

Aided

1
2
3

1
2
3

1
2
3

4
5
6

4
5
6

4
5
6

1. Carnegie
Mellon
2. Greenwich
3. Keuka
4.
5.
6.
7.

Penn state
Polytechnic
Sunderland
Seatle

Pacific
8. Other

USAGE:
7. Which field of study would you want your children to study at
the university?
1. Accounting
2.

6.

Banking

and

Finance

Hospitality

Management
7. International Trade

3.

Business

management

9. Marketing

4. Commerce
5.

8. Law

10. Others (specify)

Finance

_____________

management

_____________

8. Do you have any children studying in a University now?

1. Yes (Continue to

2. No (Go to Q10)

Q9)
9. What degree are your children studying now?
16

1. BA
degree

2. Diploma

3. MBA

degree

10. Which university you want your children to study at?

......................................................................................................................
......................................................................................................................
......................................................................................................................
......................................................................................................................
.......................
11. Who do you know study in the same University?
1. Children of friend

4. Relatives

2. Friend

5. Other (Specify)
.

3. Neighbourhoods

.
12. What other areas have your children studied before?
......................................................................................................................
......................................................................................................................
..............................................................................................
13. Which is the University that you prefer most?
1. Carnegie Mellon
2. Greenwich
3. Keuka
4. Penn State

6.

Singapore

Polytechnic
7. Sunderland
8. Others (specify)
___________

5. Seatle Pacific

__________

14. That last time you hear about the International programme,
did you have a University in mind?
1. Yes

2. No
17

15. What was that University?

......................................................................................................................
..........................................

ATTITUDES:
16. In choosing a University, what University qualities do you look
for? What else?
......................................................................................................................
............................
......................................................................................................................
............................
17. What is the last University that you used to apply but
eventually cancelled? Why?
......................................................................................................................
............................
......................................................................................................................
............................
18. I will now read to you a list of University program qualities
and characteristics which I would like you to operate according to
how important each of them is to you when you have to choose a
University program. Would you say that?
1

not

that

important,
2 = a little important,
3 = quite important,
or
4

extremely

important?

1.
2.
3.
4.

International environment
International teaching staffs and lectures
All programs are taught in English
Diploma is recognized around the world

NI
1
1
1
1

LI
2
2
2
2

QI
3
3
3
3

EI
4
4
4
4
18

5. Having opportunities to study abroad easily

6. Studying international universities with the

lowest cost
7. Having much opportunities to study and

practice at international companies

19. Now, may I ask you for your opinion about each of the
following four University programs? Will you rate each of them on
each of the attributes that you just rated in previously?
Let us start with (brand with tick-off) and rate it on (attributes with tickoff). Would you rate (brand) on (attributes)
1 = very poorly,
2 = generally poorly,
3 = neither highly nor
poorly,
4 = generally highly,
or
5 = very highly?
Sunderl
and
1.
2.
3.
4.
5.
6.

International environment
International teaching staffs and lectures
All programs are taught in English
Diploma is recognized around the world
Having opportunities to study abroad easily
Studying International Universities with the

lowest cost
7. Having much opportunities to study and
practice at International companies

19

20.

May

please

see

whatever

international

Cooperation

University your relatives and friends studied in?

On -

Not

Hand

Seen

Not Recognized

1
2
3
4
5
6
7

1
2
3
4
5
6
7

1
2
3
4
5
6
7

1. Carnegie
Mellon
2. Greenwich
3. Keuka
4. Penn state
5. Polytechnic
6. Sunderland
7. Seatle Pacific
8. Other
-----------------

CLASSIFICATION DATA PORTION:

21. What schooling did you finish?
1. No schooling

4. College

2. Elementary

5. Graduate school

3. High school
22. Are you currently employed?
1. Yes

2. No

23. Which of the following household facilities and devices do you

have in your house?
Running water
Radio: Transistor
TV: black & white
TV: cable
VCR: VHS

1
3
5
7
9

Electricity
Radio: power
TV: colour
VCR: Betamax
Laserdisc

2
4
6
8
1

Stereo phono

player
Piano

0
1

Air conditioner

1
1

Refrigerator

2
1
20

Freezer

3
1

Gas range

4
1

Car

5
1

Telephone

6
1

Cellular phone

7
1

Paper

8
2

Washing Machine

9
2

Water heater

0
2

Floor polisher

1
2

Vacuum

2
2

Personal computer

3
2

cleaner
Computer:

4
2

Laptop

24. Do you or your household head own this house you are living
in?
1. Own

2. Rent

25. Record socio-economic classification?

1. Class AB

3. Class D

2. Class C

4. Class E

26. Record respondents sex

1. Male
2. Female

THANK YOU VERY MUCH FOR YOUR

COOPERATION!
------------------------------------------------------------------------------------------------------

Your questions, this respondent

was.
Did you think or feel that in
answering

Yes
Honest with his/her answer?
1
More like he/she was trying to 1

No
2
2

impress you?
Impatient with the interview?
1
Negative in his/her attitude toward 1

2
2

you and the interview?

21

II. A range of techniques to analyse data

II.1 Creating information for decisions making

Figure 12: data collection process

Source: Data collection services, 2014
At the final step of data collection process ,we have to get the final data
set to present it throughout the tables and charts in order to the
managers can understand clearly about the survey and make right
decisions.
Q1. The family have children will study in University in the next
three years:
Children will

study in
University in the
Yes

next three years

100

83%

No

20

17%

Tota 120

100

Table 2: Children will study in

University in the next three years

22

Children will study in University in the next three years

17%
Yes

No

83%

Figure 13: children will study in university in the next 3 years

As can be seen from the pie chart, the number of families who have their
children will study in the university in the next three years say yes is 83%.
In contrast, the number of families says no is 17%. Yes percentage is
higher than No percentage about 5 times. Our team chooses families who
choose Yes to continue the interview. Combine to the families with high
income above 20 millions, we choose the higher percentage to continue
the survey.
Q3, The International Universities comes to your mind:

University

OM %

Carnegie

M
4

Mellon
Greenwich
Keuka
Penn state
Polytechni

9
7
23
14

19
21
12
8

c
Sunderland 41
Seatle
2

30
6

Pacific
Others

(specify)
Total

10

100

23

The International Universities comes to your mind

45
41
40
35
30
30
23
25
21
19
20
14
12
15
9
8
7
10
6
44
2
5
0
Carnegie Mellon
Keuka
Polytechnic Seatle Pacific0 0
FM

OM

Figure 14: the international

Table 3: The international universities

universities
Throughout the table and the bar chart, in FM, we can see that the highest
number is Sunderland university with 41 parents. The lowest bumber is
Seatle Pacific university with only 2 parents. In OM choice, Sunderland
university is still stand at the first with 3 parents. This means that
Sunderland university has

good

strategies in marketing. It helps

Sunderland university be more and more popular with the parents.

Therefore, when they consider the university for their children, Sunderland
university also come their mind.

Q4, Sources of program

24

Source
Banner/ poster

As can be seen from the pie chart and the

14

%
14

friend/ Relative/ Neighborhood with 36%. The

Friend/relative/Neigh

36

%
36

borhood
Magazine
Newspaper
Social Network

9
6
24

%
9%
6%
24

is also a helpful tool with 24% parents know

5
2
3
1
10

%
5%
2%
3%
1%
100

have relationship with friends relative and

Television
Radio
Table 4: Source of program
Workshop
Others (specify)
Total

table, the highest percentage is known from

lowest percentage is workshop. Social network
about it. The reason is in social network, it has
lower parents use it. In the real life, parents
neighborhood. Therefore, if they are satisfied
with the program, they can promote and
introduce it to others.

Sources of program
Magazine; 6%

Friend/relative/Neighborhood; 9%

Newspaper; 24%
Social Network; 5%

Banner/ poster; 36%

Television; 2%
Radio; 3%
Workshop; 1%

Source; 14%

Figure 15: Source of program

25

Q6, The Universities have seen in the past three months

University
Carnegie Mellon
Greenwich
Keuka
Penn state
Seatle Pacific
Polytechnic
Sunderland
Others (specify)
Total

FM
2
10
12
4
1
7
61
3
100

%
2
10
12
4
1
7
61
3
100

OM
0
0
0
0
0
0
0
0
0

%
Table 5: The Universities have seen in the past three months
70

61

60
50
40
30
20
10

10

12
4

0
Carnegie 0Mellon 0

Keuka
0

7
1

Seatle Pacific
0
0
0Sunderland
0
0
FM

OM

Figure 16: The universities have seen in the

past three months
As we can see that, the table and the bar chart show the rate of university
that parents have seen in the past three months. In FM choice, the highest
rate is Sunderland university with 61 rates and the lowest rate is Carnegie

26

Mellon university with 2 rates. This means that Sunderland university is

becoming more and more popular with parents.
Q7, the field of study
Accounting
Banking and

11
9

Finance
Business

27

management
Commerce
Hospitality

3
8

Management
International trade
Finance

3
17

Management
Law
Marketing
Others

6
13
3
100
Table 6: THE FIELD OF STUDY

30

27

25
20
15
10
5

17
11

13
9

8
3

Figure 17:
study and the table, we can see that the highest
According
to The
thefield
barof chart
percentage of the field of study that most of parents want to orientate
their children learn for future is business management (with 27%). Which
is followed by finance management and marketing with 17% and 13%.
Related to last figures, the main majors of the University of Sunderland
27

program in the first three year are Business management, finance

management and marketing. It is one of reasons why parents know most
about Sunderland program. The lowest percentage is commerce with only
has 3%.
Q11, who prarents know study in the same university?

Frequency
40
35
30
25
20
15
10
5
0

Children of friend

Friend

Neighbourhoods

Relatives

Others

Figure 18: Who parents know studying in the university

In the bar chart, the main element who parents know studying in the
university is children of friend with 36%. The lowest percentage is the
choice of others. The percentage of neighborhood and relatives is almost
the same with 27% and 23%. Thoes mean that parents often consult
opinions from their friends who also have children study in the same
university and believe them rather than see the advertisement. It is the
strength of word of mouth. Sunderland university can base on this thing to
make the right decision for marketing strategies for future.

II.2 Central tendency

Mean
Mean is the most popular and well known of central tendency. It is
average of a range of values or quantitives. It is calculated by dividing the

28

total of all values by the number of values. The formula of Mean is

presented as follow:
(Sample mean
formula,formulas.tutorvista.com)
It is also presented like that

(Sample mean formula,formulas.tutorvista.com)

With x is total of values
n is number of values
Applying to our collecting data table, we can calculate the mean of each
question of all respondens as some tables and charts below:
Q18:

Importance of University quality and characteristics

4
3.5
3
2.5
2
1.5
1
0.5
0

3.07

2.95

3.53
2.83

2.71

3.23

2.98

Figure 19: Importance of university qualities and characteristics

29

Rat
e
3.0
International environment
7
International teaching staffs and 2.9
lectures

5
2.8

that parents are interested so

much in whether the diploma of
international

university

is

recognized by other countries on

the world or not. It is one of the

All programs are taught in English 3

Diploma is recognized around the 3.5

most

world
Having

should or shouldnot give their

opportunities

to

3
study 2.7

important

characteristics

that parents make decision that

abroad easily
1
Studying international universities 2.9

children come to international

with the lowest cost

Having much opportunities

that are having opportunities to

8
to

study and practice at international 3.2

companies

Table 7: importance of qualities

and characteristics

we can see that the value of

mean of diploma is recognized
around the world get the highest
rate with 3.53, compare to the
of

importance

study

and

international
3.23

of

characteristics, it reaches level

extremely important. This means

practice

at

companies

with

and

environment
compare

According to the table and chart,

level

universities. Following by diploma

international

with

to

importance

is

3.07.

Those

the

level

of

quite

important

that results rated by respondents.

However, the lowest is having
opportunities

to

study

aboard.

The reason can be that parents

mostly find a national university
with have a international degree
than study aboard.

Q19: Assessment on quality and characteristics of University of

Sunderland.

30

4.4
4.2
4
3.8
3.6
3.4
3.2
3

4.18

4.17
3.86

3.85

3.73
3.5

3.63

Figure 20: The assessment on university qualities and characteristics of

Sunderland university
The bar chart shows about the assessment that parents vote for
characteristics at Sunderland University. As we can see that the
characteristics that has the highest voted is international environment
with 4.18 percentage. It is necessary for any students who want to
experience the international environment with the lowest cost and the
international lecture from many countries around the world. In addition to
this, the diploma is recognized by most of countries around the world with
4.17 percent. Students can transfer the Top-up year to any university after
3 years studying at Sunderland University in Vietnam.

31

Median
Median is the middle score for a set of data that has been arranged in
order of magnitude. The median is less affected by outliers and skewed
data (Measures of Central Tendency, 2013). The median is computed by
placing the numbers that are given in value order and find the middle
number (Median defintion, 2013).
We can calculate the median step by step.
Step 1: We have a list of number as follow {13, 23, 11, 16, 15, 10, 26}
Step 2: We put them in the order: {10, 11, 13, 15, 16, 23, 26}
Step 3: We define the middle number is 15, so the median is 15 (Median
defintion, 2013).
With another example of median is that if total numbers on the list is even
numbered, we can define the median by choosing two middle number,
take their total and divide it into 2. The result of this is the median.
Applying to our data calculating table, with question 1 to question 14, we
can have the median of them

Q1

Q2

Q3

Q4

Q5
2.

Q6

Q7
4.

Q8

Q9

Q10

Q1

Q12

Q1

(K)

(K)

Q14

Table 8: Median calculating results

According to the table, we can see two types of results. It includes round
numbers and decimal number. This means that if the list of number is
even numbered, the result of median is often decimal number.

Mode
The mode is the most frequence number in data set. On the histogram,
the mode represents the highest colum in the chart or histogram.
Therefore, you can understand that the mode is shown as being a popular
option of respondends. We can see clearly how can the mode represent as
the charts follow:

32

Cu 18: MODE of Importance of University quality and

characteristics

Importance of University quality and characteristics

4.5
4
3.5
3
2.5
2
1.5
1
0.5
0

4
3

Figure 21: Importance of university quality and characteristics

The bar chart shows the mode of the importance of university quality and
characteristics at international universities. The number is represented on
the table is the most frequency of rates that reponsdents voted for each
characteristics of international universities. As we can see that the highest
bar chart is diploma is recognized around the world with 4, extremely
important. All rest of characteristics is rates as the same result is 3, quite
important. Therefore, parents give much attention that the diploma is
recognized around the world despite of studying Vietnam than studying
abroad. The marketer can focus on this point in order to have the right
marketing strategies for future.

33

Q19, The assessment on quality and characteristics of Sunderland

university.
The

Mode

of

assessment

on

quality

and

characteristics

of

Sunderland university.
4

Figure 22: Assessment of quality and characteristics on Sunderland

university.

According to the bar chart, we can see that most of characteristics of

Sunderland university is voted with the highest grade with 4, generally high.
There is only 1 characteristics is voted with 3, neither highly nor poorly.
Thoes means that Sunderland university can meet most of expected of
parents when they give their children come to international university.
Inaddtion to that, parents also give their

high assessment fot all

characteristics of Sunderland university. Therefore, Sunderland uiversity

needs to preservate and improve to make Sunderland university become

better and better.

Standart deviation
Standart deviation is a measure of the dispersion of a set of data from its
mean. The more spread apart the data, the higher the deviation. Standard
deviation is calculated as the square root of variance. Its symbol is . In
finance, standard deviation is applied to the annual rate of return of an
investment to measure the investment's volatility. Standard deviation is also
known as historical volatility and is used by investors as a gauge for the
amount of expected volatility (investopedia, standart deviation definition).
The standart deviation is calculated by the formula below:

(Standart deviation,bbc.co.uk)

Where n is sample size

x is mean
For example:
With factor like the international environment, we can calculate like that
Mean = 3.07
Variance = 0.8309
Sample size n = 100
(Detail attached on CD)
Standard deviation:

= 0.8973

According to the standard deviation, we can apply to our data calculating

table and calculating the standard deviation as the table follow:

International environment
0.5
0.45
0.4
0.35
0.3

International environment

0.25
0.2
0.15
0.1
0.05
0

Figure 23: Standart deviation of international environment

All programs are taught in English

0.5
0.45
0.4
0.35
0.3
0.25

All programs are taught in

English

0.2
0.15
0.1
0.05
0

Figure 24: Standart deviation of all programs are taught in English

Quality and

Quality and

Characteristics Characteristics

Column 1

Column 2

Column
1
1 the
II.3 Quartiles,
percentiles
and
Column 2

0.764036

of Sunderland

correlation coefficient

3.07

4.18

Correlation coefficient

2.95

3.86

Correlation coefficient is a statistical measure of

2.83

3.73

the degree to which changes to the value of one

3.53

4.17

variable predict change to the value of another.

In positive correlated variables, the value of

2.71

3.5

2.98

3.63

concentrary, in the negative correlated variables,

.3.23

3.85

the value of one is increasing while the value of

them is both increasing or decreasing. On the

the other is decreasing (Correlation coefficient, 2014). The correlation

coeffiencient are expressed between -1 and 1. When the correlation is +1, it
is the positive correlation coefficient. A change of value of one variable will
predict a same change direction of the other variable. The correlation is -1 is
the negative correlation. A change of value of a one variable will predict a
opposite change direction of the other variable.

Lesser degrees of

correlation are expressed as non-zero decimals.

The tables below is shown the correlation of data collection of our team,
Thanh Khe team

Table 10: The correlation coefficient of quality and characteristics

between international universities and Sunderland university

According to the table 9 and 10, we can see that the result
of correlation coefficient is 0.764036. so, it is the positive
correlation. The result belongs between 0.76 and 1 so it is
correlation.between
Table 9: The rate of strong
qualitypositive
and characteristics
international universities and Sunderland university
Q18: Between Diploma is recognized around the world & Having
much opportunities to study and practice at international
companies.
Column 1

Column 2

Column 1
1
Column 2
0.189819
1
Table 11: the correlation between Diploma is recognized around the world &
Having much opportunities to study and practice at international companies.
Q19: Between International teaching staffs and lectures & All
programs are taught in English in Sunderland:
Column 1
Column 1
Column 2

1
0.516579

Column 2
1

Table 12: the correlation between International teaching staffs and lectures &
All programs are taught in English in Sunderland:

Quartiles:
1,
THE SOCIO-ECONOMIC CLASSIFICATION
Socio-economic classification
Class AB

Frequency
33

Class C
Class D
Class E

48
18
1

Arranging the frequencies from low to high results in the set of numbers: 1,
18, 33, 48.
Q1 = 25*(n+1)/100 = 25*(1+1)/100 = 0.5
Q2 = 50*(n+1)/100 = 50*(18+1)/100 = 9.5
Q3 = 75*(n+1)/100 = 75*(33+1)/100 = 25.5
Q4 = 100*(n+1)/100 = 100*(48+1)/100 = 49
2,
University
Carnegie Mellon
Greenwich
Keuka
Penn state
Seatle Pacific
Polytechnic
Sunderland
Others (specify)

FM
2
10
12
4
1
7
61
3

Arranging the frequencies from low to high results in the set of numbers:
1, 2, 3, 4, 7, 10, 12, 61
Q1 = 25*(n+1)/100 = 25*(1.5+1)/100 = 0.625
Q2 = 50*(n+1)/100 = 50*(3.5+1)/100 = 2.25
Q3 = 75*(n+1)/100 = 75*(8.5+1)/100 = 7.125
Q4 = 100*(n+1)/100 = 100*(36.5+1)/100 = 37.5