Executive Summary
The Winthrop University Marketing Research class has been given the task of measuring student's knowledge, awareness, and perception of credit. Our team, in particular, is responsible for measuring the undergraduate population's awareness of credit. This objective was met by conducting quantitative research. A survey of 25 questions was administered to 150 students who fit the target profile: undergraduate students not currently enrolled in the marketing research course. The survey data was coded and then analyzed using the SPSS program. The research conclusions were obtained by interpreting the analyzed data.
The research conclusions profile the respondents as sophomore females, between the ages of 18-20 years old. Most were either Caucasian or African American, and the majority of respondents were also employed.
Respondents realize the importance of credit, yet seem to lack interest in it at this time. However, the findings report that they are not entirely opposed to learning more about credit. To appeal to the target, Flex Mortgage should emphasize the importance of establishing good credit at this stage in the students' lives. In addition, Flex Mortgage should also demonstrate the consequences of bad credit, and the amount of time it takes to repair credit once it has been damaged.
We propose that Flex Mortgage offer seminars on campus, free of charge, in order to spread the word about the importance of credit and develop an interest and understanding of the subject among the target, college students. This could, in turn, result in more business for Flex Mortgage as they tap into this market.
Introduction to Client, Research Problem, & Research O ...