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Task 1: Research Planning for Marketing Decisions

To: Marketing Director
From: Research Executive
Subject: Research Proposal
Date: 18th April 2014

1.0 Background

AM Language Studio is one of many language schools situated on the island of Malta. It was
established in 1987 and has been privately owned since. Based in one of the busiest areas,
Sliema, the school has developed and expanded throughout the years.

Back in 1987, the school was only made up of 4 classrooms and 3 employees. Now it has 16
classrooms and 30 full-time employees. In addition to that, there are also 2 annexes which
are used during the peak season. The school has also increased the amount of courses it
offers mostly because students are now looking for more specialised courses of English,
such as Business English, Aviation English, English for Teaching and exam courses.

Adult students usually book their courses individually, either through direct bookings with the
school, or through agencies which represent AM Language Studio. In most cases these
students come to learn English because they would need it for work, to find a job, to apply for
university courses or to study abroad. Some also apply for internships so they can combine
work experience with learning English. Due to the vicinity between Malta and Italy, most adult
students are Italian. The number of Italian people moving to Malta to learn English and work
has increased in the last 2 years mainly because of the problem of unemployment and
redundancy.

With regard to busy periods on a yearly basis, July seems to be the most popular month.
During this month a summer annex is opened solely to cater for teenage groups and
individuals. The annex has 45 classrooms and holds more that 600 students. Most of these
students are booked through schools and agencies and come in groups. The most popular
nationality when it comes to teenagers is Austrian.

As many other schools on the Maltese Islands, AM Language Studio is reported to have had
its busiest year in 2012. On average the percentage of adult individuals and teenagers is
50% for adults and 50% teenagers. The main difference between the two age groups is that
while adult students are more present at the main school all year round, the amount of
teenagers that come to learn English during their summer holidays puts up the percentage to
balance out the figures.

2.0 Rationale

Language schools in Malta and its sister island, Gozo are a vital part of what generates the
economy for the islands. Therefore, every organisation which offers language services locally
is in constant competition to attract customers of all ages and nationalities. The competition
does not stop locally. Every school around the world, especially in countries where English is
the mother tongue, can pose a threat to all the organisations which offer similar services on
the Maltese Islands.
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According to the National Statistics Office of Malta, the amount of people who came to the
Maltese Islands to learn English in 2011 was 69,297. This increased to 81,991 in 2012.
Despite an increase in number, one has to keep in mind that these amounts are being
divided amongst 42 schools in an area of 316km. It is also important to remember that
some of these schools have worlwide recognition for two main reasons:
a) They are part of an international chain of schools such as EF and EC
b) They are associated with international organisations such as IALC (International
Association of Language Centres) and IHWO (International House World Organistation)
As an organistation AM Language Studio does not have such advantages and hence it is
more likely to fall behind its many competitors. The need to reach customers within the
school and internationally continues to increase rapidly as the world becomes more global
and people depend more on technology. It is therefore time for AM Language Studio to start
looking into ways and means of developing their accessibility in social media and digital
communication. Technology is available to everyone, everywhere and finding simple but
effective ways to make its services more efficient will put the school at a great advantage.
Research International Ltd (RIL) has been asked to view and examine AM Language
Studios current database of customers as well as how it percieves and uses social media
and digital communication. By doing so, various methods on how to be more proactive with
technology willl be outlined so that the client organisation can reach clients more effectively
and become more up to date especially when compared to its competitiors. RIL will also
point out different situations in which its clients would be more responsive to social media
and digital communication. The research will take into consideration all the aspects used
when interacting with customers and agents who represent the customers, ease of using the
school website and online visibility.
The aim of the research which RIL is proposing is to find ways in which resources within AM
Language Studio can be used in a more effective manner so that more appropriate contact
is made. It will start by determining who the customers of the organisation are, focusing
mainly on adult students as they are present within the school all year round not seasonally,
and their reactions towards getting the neccessary information online. From there, the
research will also focus on how to improve points of contact in the future so that the
Marketing Department at AM Language Studio will be able to keep its customers satisfied
and well-informed.

3.0 Objectives
IRL has established the following objectives. The idea behind them is to be able to identify
how the use of social media and digital communication is perceived amongst the current
customer database so that a more efficient usage of technology can be adopted in the future:





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3.1 Examine the current customer database and understand how customers got in
touch with AM Language Studio. Was the school recommended? Did the customer
find the information online? If so, how?

a. Conduct a research project to find out who the customers are, and whether they
contacted the school directly themselves or had their booking completed by an agency.
Where do the customers come from? Does the school have an agency to represent the
students? How is communication handled if a third party is involved?

b. Discover ways in which customers research information and what keywords are used
in this process. Do customers look for specific schools? Do they perform general searches?

c. Identify how many of the bookings were made online and offline. How were online
bookings handled and was there any online interaction after face-to-face communication?

d. Examine the different ways in which social media and digital communication are used
within the organisation. How easy is it for customers to get in touch with members of staff?
How efficient are the members of staff in giving information?


3.2 Determine how the company can be more internationally recognised. Which are
the 3 main competitors in Malta? How is their website set up? Which markets should
AM Language Studio start improving contact with?


a. Identify who the 3 main competitors are and what online methods of communication they
use. Can AM adopt these communication methods? How can they be improved?

b. Determine which markets need to be looked into more closely. Identify ways in which
these markets can be reached. Which would be the best way to communicate?

c. Evaluate the possible social media and digital communication methods which would help
the school gain more recognition. Which contact methods are perceived to be more secure
and professional? Does this depend on the students age or nationality?

3.3 Find ways in which its customers use technology and how they feel about using
social media and digital communication as ways to interact with organisations

a. Identify situations in which customers of AM Language Studio use social media and
digital communication. Do they mostly use it for leisure purposes? Which social media sites
are the most popular? What sort of digital communication can customers access easily?

b. Analyse how customers feel when social media and digital communication are used by
organisations to keep people informed. Do the customers give any value to online
advertisements, promotions and notices? Would they rather have information sent via e-mail
or text messages than by word of mouth?

c. Determine why customers prefer using certain social media sites and digital
communication methods. Find out what customers feel is missing when it comes to
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information related to organisations online. What would make it easier for them to reach
companies? Why would they pick one particular organisation and not another after reviewing
details online?

d. Point out what sort of social media and digital communication can be used for the
different groups of people identified in 2d.

3.4 Determine ways in which technology can be used more efficiently to reach its
customers. Does the website need to be updated? Is social media and digital
communication used to its full potential?

a. Examine how customers of AM Language Studio find the school website. Does it
provide enough information? Is it easy to book online or do customers have to click several
times before they get to the required page? Is the website modern and updated? Is it
available in different languages for the benefit of customers who do not understand English?

b. Identify ways in which social media is used. Are students benefiting from liking AM
Language Studios page on Facebook? Would they like to see more informative posts? Is
Facebook the only social media site which is used by students? If no, how can the school
develop its online visibility?

c. Point out what sort of digital communication is used between memebers of staff and
customers. Is this efficient enough? Are customers able to get in touch at any time? Do
customers expect quicker respose?

d. Determine when it is best to send out information to customers through social media
and digital communication. Are students getting information too late in the afternoon or
evening? Is information posted online during lesson times? When would it be best for
customers to receive information?

4.0 Approach and Methodology

After identifying the objectives for this research, RIL has put together primary and secondary
research methods so as to be able to reach the objectives which were pointed out in the
previous section on pages 3 and 4. Both qualitative and quantitative techniques have been
used to complete this research, applying the process of triangulation to give more value to
the study and to provide more concrete results which will make the interpretation clearer.

We will initially be looking into secondary data from internal and external sources. This will be
done in order to give RIL a better direction when obtaining primary data.

4.1.1 Secondary Research: Internal

RIL will be analysing the internal data of AM Language Studio so that a better understanding
of Objective 3.1 can be obtained. The following sources which will be looked into:

Student Questionnaires:
These are filled out by students at different stages of their stay. On arrival, students are give
a First Impression Questionnaire. After that and throughout their stay students are provided
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with an In Process Questionnaire on a weekly or forthnightly basis and on the last day an
End of Stay Questionnaire is given out. An evaluation of the answers of questionnaires
which have been carried out in the last 3 years will be taken into account. These
questionnaires provide information related to keywords and search engines used in the data-
collecting process, student opinions and complaints related to all the services offered by the
school as well as customer contact information.

Company Databases/ Marketing Information Systems (MkIS):
These will provide information related to how customers completed their bookings, the
amount of bookings coming from different countries and the methods of communication. The
Sales Department database will also be able to point out who the customers are exactly and
how communication was handled. By looking into these databases RIL will also be able to
get a better idea of the amount of times customers had to get in touch with AM Language
Studio before booking and how many times the school contacted the customers after
bookings were made.

4.1.2 Secondary Research: External
The secondary research of external data which will be conducted will put Objective 3.2 into a
better perspective. RIL will be looking into:
Environmental Scanning
This will be done by following the media to listen and look out for advertisements and news
related to language schools in Malta throughout the research period and even after. In
addition to that, thanks to the fact that most of the schools are situated within very short
distances from each other, RIL is also proposing a number of visits to the areas around the
biggest schools in Malta during break times. This will point out the different nationalities
which are most popular in these schools as well as activities which might be going on in
between lessons. It will also give a better understanding of how students use technology
during their free time and what kind of technology the schools offer to the students.

Competitor Websites
As mentioned in the Rationale some of the schools in Malta have either got international
recognition due to being part of a chain or are associated with international organisations. By
taking a close look at the websites of these schools, AM Language Studio will be able to
identify the ways in which these schools are promoted as well as the ease of access of the
website.

The Internet
This will provide information related to which countries might need to have the possibility to
learn English depending on worldwide events which will be taking place, such as the
Olympics and the World Cup. By doing so RIL will be able to look into future possible
opportunities for AM to expand its market online. Additionally student opinions on forums,
Facebook pages, YouTube videos and other similar sites will be looked into so that more
information related to what students want from schools will be collected.
4.2.1 Primary Research: Quantitative Data
The idea behind conducting this Quantitative Research is to be able to clarify how different
amounts of customers are reacting towards the services provided by AM Language Studio. It
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will also show trends in customer behaviour when using social media and digital
communication. RIL will be mainly focusing on the following ob
jectives throughout this research:
Point out which forms of social media and digital communication contact is preferred. (Sub-
Objective 3.3a)
Analyse when students are mostly available to be contacted. (Sub-Objective 3.4d)
Understand what students are after when they look for information online. (Sub-Objective
3.4a)
Identify which nationalities are most/least satisfied with the communicaton methods used.
(Sub-Objective 3.3d)

These objectives will be analysed in both the methods described below. The first method
suggested will be taking into consideration the customers who are still using the services of
the school during the time when the research is conducted. The second method which we
are suggesting will focus on customers who have left the school during the last 6 months.
Methodology
Business Survey
This part of the research will be held within the premises of AM Language Studio. Customers
who are taking lessons within the school when the survey is being held will be asked to
participate before, in between or after lessons so as not to disturb anyone. The sample
criteria will be kept in mind during the process of picking students for the survey and those
who participate will benefit from one of the following incentives:

a) A free leisure activity from the weekly programme,or
b) Vouchers from the school kitchen.
Additionally all of the students taking part in the survey will be in the chance of winning free
general tuition for one week.
A face-to-face interview has been chosen at this point, so that RIL will be able to gather the
information needed from customers who are still using the services of AM Language Studio.
An analysis of Objectives 3.3 and 3.4 We are aware that students might at first be reluctant
to participate, due to the fact that giving opinions about the school before leaving might put
them in an awkward position. At this point students will be reminded that any of the
information they provide RIL with, is strictly confidential. The incentives offered and the
possibility for students to practise their English during the interview is very likely to generate
the expected outcome. We suggest that these interviews are held during the peak season so
that a wider, more authentic sample of customers can be reached.
Sampling
The sample for this survey will be taken from students who are taking lessons in the school
at the time when the research is conducted. The target is to reach the quota of 80 adult
students and 80 teenage students of different nationalities. The surveys will be held while the
students are at the school therefore the full quota is expected to be reached. The sample
chosen will be taking into account:
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Students who are currently at AM Language Studio
Male and female students
Adults from 18-60+; Teenagers between 13-17
Mix of nationalities
A pilot survey will be given to the interns working at the school. The reason why this group of
people will be chosen to test the survey is because they are foreign and they go through the
same process as other students to book their stay in Malta. Once the pilot survey is
completed, the neccessary changes will be made.
After that the sample of students chosen to take part in the survey will be notified 2 days in
advance. On the day of the survey they will be reminded of the allocated time and place for
the interview. The sample quota of students chosen for the interview is illustrated in Table 1
and 2 below.








When the surveys are completed, the data will be analysed by professional people within RIL
and presented in the form of a report which will include graphs and tables accordingly.
Online Surveys
An online survey will be used so as customers of AM Language Studio who have left within
the last 6 months will be reached. The Sales database will be looked into and an e-mail will
be sent out to the selected customers. There will be an initial notification sent out to the
selected customers to inform them of the questionnaire which they will be receiving in a
stipulate period of time. Students will also be notified that anyone who participates will enter
the chance of winning a 2 week free general tuition at any preferred time. In addition to that,
everyone who participates will be entitled to one free online lesson in which students or any
other person of their choice, get the chance to speak to a teacher and review any language
difficulties. Apart from encouraging more students to take part in the questionnaire, this will
also give more online visibility to the school.
This survey has been chosen because it reaches the selected sample of students quickly
and it will not take too much of the participants time to send back. Additionally, it is also cost-
effective.


Table 1 - Adult Survey (* range of
nationalities taken into consideration)
Age Male Female

18-24
25-30
31-40
41-59
60+


8
8
8
8
8

8
8
8
8
8
Total 80 students
Table 2 - Teenage Survey (* range
of nationalities taken into consideration)
Age Male Female
13-17 40 40
Total 80 students
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Sampling
Since the school offers courses to adults and teenagers separately, 2 different samples will
be taken for these groups.
Adult Sample: We will be taking into consideration Male and Female participants, age from
18-60+ and a mix of nationalities. The same amount of students will be taken from the
selected period of 6 months. A mix of nationality and ages (as shown in Table 1 above) will
be taken into consideration.

Table 3 - Adult Sample (* range of nationalities and ages taken into consideration)
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6
Male 125 125 125 125 125 125
Female 125 125 125 125 125 125
Total1500 students


Teenage Sample: Since the process of choosing an agency and a school is usually done by
parents, we suggest that the e-mail is sent to the guardians of the teenage student. Also,
since the peak season for teenagers are the 3 months of summer, we will be taking our
selection from those 3 months rather than six. A mix of nationality and ages (as shown in
Table 2 above) will be taken into consideration.

Table 4 - Teenage Sample (* range of nationalities
and ages taken into consideration)
Month 1 Month 2 Month 3
Male 125 125 125
Female 125 125 125
Total750 students

Before the survey is sent out to the selected sample, a pilot survey will be sent out to a
selection of foreign workers within the school so any amendments can be made beforehand.
We are expecting a response rate of 50% thanks to the incentives and the possibility to do
the survey online. This will give RIL a much clearer picture of what customers of AM
Language studio are expecting in the future.
4.2.2 Primary Research: Qualitative Data
RIL will be conducting this qualitative research so as to look further into the attitudes of AM
Language Studios customers towards using social media and digital communication. We will
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be analysing how students feel about contacting and being contacted online versus face-to-
face communication and what they feel is the most appropriate way to communicate. The
following objectives will be analysed:
To analyse how customers react towards different forms of social media websites and
digital communication methods (Sub-Objective 3.3b)
To understand why customers prefer to use certain methods of communication and not
others (Sub-Objective 3.2b and c, 3.3c)
To identify how and why students use social media and whether more information on these
sites will be more beneficial (Sub-Objective 3.4b)
To clarify how efficient the use of digital communication is according to customers and
whether they would like to have more methods of communication which are easier to
access (Sub-Objective 3.1d,3.4c)

Due to the details required to complete this research, we will be speaking to customers who
are still using the services of the school only. Since the school has customers who are in
Malta for a long period of time (4-6months+) and others who have shorter stays (1-12
weeks) we will be mainly differentiating between these 2 groups.
Methodology
Focus Groups
RIL has chosen this method of research mainly because of the vast range of age and cultural
differences which one can find within the school. Having people discuss a subject or an idea
in a group is far more likely to generate a discussion, and hence more of the required
information. Additionally, since students are already used to having discussions in English
during their lessons, there is less of a chance for them to feel intimidated or uncomfortable.
Because it might be hard to keep track of what is said during the discusiion, we will be asking
the participants whether recording the discussions would be an issue. As in the case of the
qualitative research, students are always reminded that any information they give is strictly
confidential. Students who participate in these focus groups will be given the opportunity to
join an intensive course (i.e. conversation classes) for a week as an incentive.
During these focus groups, the participants chosen will be mainly focusing on discussing the
objectives mentioned above. The main topics will be social media and digital communication,
and attitudes towards such forms of contact. Preferred sites and methods of communication
will be analysed as well as the reasons why these are better than others according to the
participants. In the process of gathering this information, RIL will also look into the different
ways in which participants of different nationalities and ages believe the services offered by
AM Language Studio can be improved.

Recruitment of Participants and Sampling
For this part of the research, RIL will be focusing on the adult students (18+) due to the fact
that as mentioned in Teenage Sample (page 9), teenage customers do not go through the
process of contacting schools and agents, and therefore cannot provide us with information
related to this research. To recruit the participants, we will first ask every teacher in the
school to provide us with the names of the 4 students who participate the most in class. The
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reson why we will be doing this is so that people taking part in the focus group will be willing
to share their opinions as much as possible. Once the names are given we will confirm the
details with the school database to make sure that there is the mix of customers which is
needed for this research.
Considering that the school mainly runs on 16 classrooms in which 2 different groups of
students are placed each day, we are capping the quota sample at a maximum of 128
students once 4 different students are picked from each class. Having said that, we are very
much aware that this figure might not be reached for a variety of reasons. Since our target is
to have 90 customers participating in 9 different focus groups (10 per group), we believe that
having 128 students in our target sample to start with, will give us the flexibility we need to
pick students according to age, nationality and length of stay, and will leave a margin for
absentees, no-shows and other situations beyond our control. This number will also allow us
to pick 12 students per focus group rather than an exact amount of 10 since,as has
previously been suggested, it is very likely that some participants will not turn up. The table
below goves an overview of the groups as they will be selected for this part of the research:

Table 5 Focus Group Samples (* a mix of male and female participants is taken into consideration)
Group Details Sample
Focus Group 1: Long Term Students (Group 1)
mixed ages and nationalities
12
Focus Group 2: Long Term Students (Group 2)
mixed ages and nationalities
12
Focus Group 3: Short Term Students(Group 1)
mixed ages and nationalities
12
Focus Group 4: Short Term Students(Group 2)
mixed ages and nationalities
12
Focus Group 5: Age Group 18-24 mixed
nationalities
12
Focus Group 6: Age Group 25-30 mixed
nationalities
12
Focus Group 7: Age Group 31-40 mixed
nationalities
12
Focus Group 8: Age Group 41-59 mixed
nationalities
12
Focus Group 9: Age Group 60+ mixed
nationalities
12
Total 108 students

A moderator will be directing these focus groups and professional memebrs of RIL will be
following the discussions and recording data. The sessions will be 2 hours long and the all
objectives mentioned are discussed. There will not be much need for long rapport-building
sessions as students are already familiar to each other. To make students feel more
comfortable in these groups, we will be holding these sessions in the classrooms.
5.0 Data Analysis
Once the data from all the research is collected, the findings will be presented in charts and
graphs and a report will also be provided to explain the results. We will be using software to
present the findings in visuals and professionals will be asked to look at the these visuals
and further details to compile the report. Throughout the proposal and indication of which
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objectives and sub-objectives were being looked into, was given in the introductory part of
every research method.

5.1.1 Presentation of Results

5.1.2 Timing
5.1.3 Fees








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Task 2 Online Questionnaire and Field Guidelines
This questionnaire is designed in order to understand the sample of adult customers who
have been selected to participate in the gathering of data for our quantitative research. In
order to make the customers aware that they will be receiving this questionnaire, we will be
sending an e-mail 2 days before the survey is sent out. The following e-mail will then be sent
together with the link to the questionnaire:
Dear Mr/Ms XXXX,
As one on AM Language Studios recent customer,you have been chosen to participate in an
online survey which is being conduct by Research International Ltd. We are a Market
Research agency and we have been commissioned by AM Language Studio to perform this
research.
The aim behind this research is to understand how customers of AM Language Studio use
modern ways of communication and to ultimately use this information to improve the
methods of contact between the school and its customers.
The questionnaire is made up of 25 straightforward questions and should take you a
maximum of 15 minutes to complete. Once the questionnaire is complete it will be sent
directly to Research International Ltd. only and as a thanks for your cooperation, you will
enter the chance of winning 2 free weeks of general tuition at any chosen time.
The reason why the questionnaire will only be sent to Research International Ltd. is to
ensure that all the information provided is kept strictly confidential.
Data Protection Act
When you are ready to start you can click on the link provided and yoou will be automatically
directed to the questionnaire: http://www.ril/amlsquestionnaire.co.uk
Should you have any questions related to the questionnaire, please feel free to contact us on
+44 020 3366 4455 or you can send an e-mail on info@rilquestionnaire.co.uk and we will
reply within 24 hours.

We thank you in advance for your time and help.

Sincerely,

RIL Staff




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Number: 46090

AM Language Studio Online Questionnaire
We would like to know what you think!
This questionnaire will only take a few minutes to complete and it will be of extreme
value for the development of AM Language Studio. Please fill in all the required
questions. All answers given are strictly confidential.

Section 1: Contact Preferences




3.Which of the methods metioned in Question 2 do you feel is the safest?
__________________________ Why? __________________________________________
__________________________________________________________________________

1. When are you most available to read information which companies send online? - Please
tick() from 1 up to a maximum of 5 slots:


00:00
04:00
04:00
08:00
08:00
12:00(noon)
12:00
16:00
16:00
20:00
20:00
00:00
Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

2. Please choose the methods of communication you prefer to use when contacting a
company which has its offices abroad (Tick any boxes that apply)

Post Chat Room
E-mail Skype
Telephone/Mobile phone Leave a message on the website
Other (please explain in short) _________________________________________________
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Section 2: Social Media


5. Which of the websites in Question 4 do you find useful when looking for information about
companies?

Facebook
YouTube
Twitter Google+
LinkedIn Pinterest
Other: _________________ None


b. Which website(s) did you find the information on? Please write the website name(s)
__________________________________________________________________________________

4. Which of the following social media websites do you use? (Tick all relevant boxes)

Facebook
YouTube

Twitter

Google+

LinkedIn
Pinterest

Other (please list website names) :

__________________________________________________________________________

None
6a. Have you found any information about AM Language Studio on any of these websites?
Yes If Yes, go to the next question No If No, go to Section 3
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c. On a scale of 1 to 4 how useful was the information? Please list the name and rank of
every website you found the information on, accordingly 1 = very useful ; 4 = not useful
Website Name

Rank: 1 = very useful ; 4 = not useful

1 2 3 4
1 2 3 4
1 2 3 4
1 2 3 4
1 2 3 4
1 2 3 4
1 2 3 4

8 a. Which websites do you follow the updates on? Write the website names below
__________________________________________________________________________
b. On a scale of 1-5, how informative do you find the updates? Please list the name and rank
of every website
Website Name

Rank: 1 = very informative;3= informative sometimes
5 = not informative

1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5

7. Do you follow AM Language Studio updates on social media websites?
Yes If Yes, please go to Question 8 No If No, go to Section 3
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c. What other information would you like to see on AM Language Studio social media pages?
Please Explain below
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
_________________________________________________________________________

Section 3: Digital Communication



10. Which of the following things do you do with your mobile phone? (Please tick as many
as appropriate)










11. How often do you check your e-mail account? (Please tick as appropriate)
Once a day 2 5 times a day 6 10 times a day
More than 10 times a day
Whenever I get a notification on my mobile
phone



9. Do you own a mobile phone?
Yes If Yes, go to the next question No If No, go to Question 11
Make phone calls
Send text messages
Use the Internet
Take pictures
Take videos
Use social media applications
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Section 4: Looking for Information Online

13. Which search engines do you use? (Tick all relevant boxes)

Google Yahoo

Bing MSN

Others (Please Specify)

____________________________________
None


14. Which are the 3 websites you use the most? (Please list website names)
__________________________________________________________________________



12. On a scale of 1-6 how much attention do you give to information which a company gives
in the following ways? Please tick one number for every option.

Rank: 1 = A lot of attention 3 = Depends on the
website 6 = No attention
By e-mail 1 2 3 4 5 6
By text message 1 2 3 4 5 6
On a social media
site
1 2 3 4 5 6
On the official
website
1 2 3 4 5 6
By post 1 2 3 4 5 6
CIM Membership: 38430906
Misco Consulting Ltd.
19

15. How did you search for language schools before you came to AM Language
Studio? (Please tick one box only)
I did a general search for language schools in Malta.
I looked for language schools all around the world.
I looked for AM Language Studio directly.
I did not look for information online.
I did not look for schools myself


17. What can AM Language Studio improve on the website? Please explain below
__________________________________________________________________________
__________________________________________________________________________
_________________________________________________________________

Section 5: Your Experience with AM Language Studio



19. How long did you wait to get an answer after the first time you contacted AM Language
Studio? (Please put the amount of minutes, hours or days) ___________________________

16. Have you seen the AM Language Studio website?
Yes No
18. How did you contact AM Language Studio for the first time? (Please tick one box only)

E-mail
Telephone
Message on website
Facebook
I contacted an agency
Other Please Specify ______________________
CIM Membership: 38430906
Misco Consulting Ltd.
20


20. Circle the answer to show how much you Agree or Disagree.
(1 = Totally Agree; 4= Totally Disagree)
Whenever I contacted AM Language Studio, I always got an answer
within 24 hours.
1 2 3 4
Communicating with AM Language Studio would have been easier if
I could get the answers within 10 minutes.
1 2 3 4
I found the website of AM Language Studio very informative 1 2 3 4
After I booked my language course with AM Language Studio, I felt
secure about my decision.
1 2 3 4
I feel very satisfied with the overall experience with AM Language
Studio.
1 2 3 4


21. What methods should AM Language Studio use to communicate better with their
customers? Please explain below
__________________________________________________________________________
__________________________________________________________________________
_________________________________________________________________













22. How do you rate your communication experience with AM Language Studio?

Tick one box per adjective

+3 +2 +1 0 -1 -2 -3

Professional Unprofessional
Friendly Unfriendly
Fast Slow
Accurate Inaccurate
CIM Membership: 38430906
Misco Consulting Ltd.
21


Section 6: Personal Details

23. Tick as appropriate:
Male Female

24. What is your nationality? ___________________

25. How old are you? (Please tick one box)












18-24 25-30 31-40 41-59 60+

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