Caselet / Scenario Read through the caselet /scenario below and answer questions one to three.

A group of students who are studying journalism at Patron University have identified an opportunity for an online/digital magazine. The magazine will be targeted at all full-time Patron students and will be published on the Patron Student Portal. It will be a lifestyle magazine that will include articles and editorials about events, fashion, food, music, travel as well as special offerings for students. The idea is to share information through photographs, short articles, and interviews. However, this venture requires some capital and in order to get investors on board, they need to develop a business plan and marketing strategy. They realised that some market research is required to assist them in collecting the required information for the development of the business plan.

They decided to ask a small market research company, Digit Green, to conduct a survey amongst Patron students. Digit Green approached the project as follows: Primary objective: Establish whether Patron students will be interested in an online lifestyle magazine exclusively for Patron students. This will assist the journalism students with the development of a detailed business plan.

Secondary objective 1: Establish students perceptions of paper-based lifestyle magazines. Secondary objective 2: Establish the level of interest in an online lifestyle magazine for Patron students. Secondary objective 3: Establish what type of topics students are interested in. Secondary objective 4: Establish how frequently the students would like to receive the online magazine. Secondary objective 5: Establish which one of proposed names for the online magazine is preferred.

Methodology: Digit Green conducted an email survey amongst Patron students. Target audience: Patron University has a detailed database of all registered students and agreed that for research purposes they will give Digit Green access to the database. The database provides the following information regarding every registered student: - Name and surname - Cell phone number - Email address - Physical address - Postal address - Course registered - Academic year

Digit Green selected a random sample of: 500 first- and second-year students 300 final-year students 200 postgraduate students

Each of the selected respondents received an email survey and the responses were as follows: 120 first- and second-year students 105 final-year students 100 postgraduate students

Analysis required: It was important to understand whether there were any differences between the three identified student segments. Digit Green was requested to compare the findings for the three different segments and highlight any significant differences.

Question 1 Analyse the data for each question by calculating percentages or averages for each of the three (3) student segments. It is important to analyse the data of the three (3) student segments in such a way that you can highlight similarities and differences in the executive summary (Question 2) and the presentation (Question 3). (11)

One (1) mark per question will be awarded, provided that all three answers (three student segments) are correct. Rounding off is allowed, provided it is correct. No need to show calculation steps (to get to the final answer) as NO MARKS will be awarded for the calculation steps.

Question 1 Analyse the data for each question by calculating percentages or averages for each of the three (3) student segments. It is important to analyse the data of the three (3) student segments in such a way that you can highlight similarities and differences in the executive summary (Question 2) and the presentation (Question 3). (11) One (1) mark per question will be awarded, provided that all three answers (three student segments) are correct. Rounding off is allowed, provided it is correct. No need to show calculation steps (to get to the final answer) as NO MARKS will be awarded for the calculation steps.

Question 2 Write a two-page (2-page) executive summary covering the main findings of the research as well as a conclusion and a recommendation. (10)

Make sure that you cover all the aspects of an executive summary as per your study guide.

Question 3 Prepare a PowerPoint presentation covering all the aspects of a presentation. (24) Make sure that you cover all the aspects of a presentation as per your study guide.