Business Research & Intelligence

Qualitative Project Report

Group Members:
ANILA MUSHTAQ
OMER RASHEED
AMNA SHAHID KHAN

14019030011
13023048003
13048005087

Submitted to Dr. Yasir Rashid

Abstract

Table of Contents

Acknowledgments.....................................................................6
Introduction to project...............................................................6

Back ground of problem...........................................................................6

Problem Origination.................................................................................. 6

Research Objectives................................................................................. 6

Research Questions:................................................................................. 7

literature review social media.................................................10

Research Design...................................................................... 10

Research philosophy.............................................................................. 10

Research Logic....................................................................................... 10

Research type:....................................................................................... 10

Research Strategy:................................................................................. 10

Collection of Data................................................................................... 11

Reason of Participants selection:.......................................................11

Interviews................................................................................ 11

Interview 1................................................................................................ 11

Interview 2.............................................................................................. 13S

Interview 3................................................................................................ 15

interview
4
16

Observations...........................................................................17

Data Analysis..............................................................................20

CODING................................................................................................... 20

Discussion on Analysis........................................................................... 26

Conclusion:................................................................................. 28
Appendixes.............................................................................. 29

Business Research manager

ANILA MUSHTAQ
Topic
universities

UMT presence on social media website as compare to other

and recommendations for improvements.

Company name:

ANILA
MUSHTAQ

Report writing research design

Research objective/question
interview 1
sample/participant
Assembling Data in document including
observations.
analysis the data and discussion
Conclusion. Observations

OMER
RASHEED

Report Writing include

Interview 2
Omer will Helps him for field notes.
Data Analysis and discussion
research design
Conclusion Observations
Printing and binding
Acknowledgments
Introduction part 1and2
Literature Review
Interviewer 2and3 and omer Helps in field notes.
Observations and conclusion

AMNA
SHAHID
KHAN

Acknowledgments
We would like to thank DR Yasir Rashid for giving us an opportunity and proper
guidance to make this research project on perception of people towards UMT presence on
SOCIAL MEDIA We have learnt many things from this research project and we thank
you from bottom of our heart.

Introduction
The Office of Communications and Media (OCM) is promoting the image of the
University through concerted branding efforts. OCM designs and maintains UMT and
allied websites. This Office produces university publications and promotional material
such as the prospectus, brochures, newsletter, etc.
OCM ensures strategic and creative communication between UMT and its target
audience in order to increase student enrollment, streamline communication between
the various stakeholders and establish the Universitys reputation as a center of
excellence. Strategic communication for brand development .Specific purpose
publications. Web Design, Development and Maintenance .Creative design and printing
(prospectus, brochures, advertisements, university stationery, backdrops/flexes, etc.

Back ground of problem

If we consider UMT providing the students latest facilities regarding excess inward
face book find that there is room for improvement. As compared to other
universities UMT lags behind in number of users.
. We must consider this factor
important. The main reason being the work is not being done according to the
vision. UMT face book users are approx. 45000 from over 25 counties around the
world. But just have a look for the University of Lahore. People using the face book
out number 3 million for Ucp users are app 130404 and 27037 visitors. Problem
identification

Problem Origination
We need improvement but we have to identify the real problem. Students must be
consulted to know how to enhance its popularity. They can any barriers if present
new outlook could prove to be better in this context.

Research Objectives

To provide recommendation for the improvement of UMT Facebook page

sTo analysis the UMT Facebook page with other universities Facebook page
To identify the UMT objectives of making Facebook page
To describe the criteria by which the social media become wore effective

Research Questions:

How can the effectiveness of Facebook page measured?

What are the solutions for the importance of the UMT FACEBOOK?
What are the further recommendations to make Facebook page more effective?
What are the objectives of UMT of behind making this Facebook page?
Will the social media such as Facebook help to improve the brand image of the university?
What are the tools which are used to compare the Facebook page of UMT with other universities?

Literature Review
Statement of Policy
Be professional UMT social media posts must never contain or link to Obscene or indecent
website Threats Derogatory remarks directed at specific social groups, institutions or the
University Be yourself No UMT student or employee is allowed to make a statement on behalf of
another student or employee. Failure to conform to this practice will result is strict disciplinary
action. This applies to UMT social media sites and also to personal sites that identify the owner
as a UMT student or employee.

Applicability

The social media guidelines are applicable to all UMT students and employees posting on behalf
of the University as well as those who are using social media for collaborative purposes while
identifying their affinity with UMT. Content Management Accept responsibility You are personally
responsible for the content that you post on the University social media site.

General Policies for all Social Media Sites

It Maintain authentic social media sites Only UMT staff and faculty members are allowed to
maintain social media sites on behalf of UMT.

Statement of Policy Social media sites and platforms such as Facebook and Twitter have
emerged as the most effective means to communicate with a large audience in the fastest
possible way.

All comments and discussions must be moderated by the social media sites admins to
eliminate abusive, unethical or off-topic remarks.

Do not promote personal views UMT social media sites cannot be used to project your own
personal views.

Use of logos The UMT logo, images or iconography may not be used on personal social
media sites.

Social Media
Facebook: http://www.facebook.com/terms.php
Twitter: http://twitter.com/tos
Social Media Ethics Get your facts right Some of you may be authorized to maintain a social
media site on behalf of the university. Moderation of comments Since social media sites are
participatory in nature, they involve multiple sharing among users.

Design
Research philosophy:

The Research philosophy we used is Interpretivist. This research was anonymous so

participants gave response freely. We created the knowledge related to research through
the response of the people and by careful observations.

Research Logic:
The Research Logic we used was Induction because of the through explanations it gives
about what is going on related to the problem.

Research type:
The research type used in this project is qualitative because we have to gather the data in
descriptive form. We gave the respondent the opportunity to give a free and open opinion.

Research Strategy:
The research strategy we used is case study. Because we wanted qualitative and
descriptive responds.

Collection of Data
The data was collected from interviews and observations.
Interviews were conducted in unstructured method. The interviews we conducted were
discussion based. We gave the respondent opportunity to narrate their personal
experiences or what they think about the problems related to both the issues.

Reason of participants Selection

We selected diverse participants from various departments so we can
have different views on the usage of Facebook page. The 4 in depth
interviews were conducted from 1 Masters in Marketing Management
student, 1 Masters in Human Resource Management student, 1 MBA

student and 1 MSc psychology student. They were selected because

they were easy assessable and have been the senior students of UMT so
we can expect some reliable and valid reviews and recommendations.

Sample/Participant Selection
We took four in-depth interviews

Interview no 1:
Name
Arham

Gender:
Male
Degree Program:
MBA
Semester:
6th semester
Duration time Interview
:

12 minutes

Place where the interview was conducted:

North Block
Reasons for selection:
Senior AND experienced;
He can explain image and highlight the positives of UMT and
An active of major events of university.

Interview no 2:
Name
HASSAN ALI

Gender:
Male
Degree Program:
(MMM)

Semester:
5 semester
Duration time Interview:
12minutes
Place Where the Interview Was Conducted:
North Block
Reasons for Selection:
Well experienced;
Senior and well exposed.

Interview No 3:
Name
SAJJID ALI

Gender:
Male
Degree Program:
MHRM
Semester:
6 Semester
Duration of Interview:
10 Minutes
Place Where the Interview Was Conducted:
Central Block

Reasons for Selection:

Social skills
Experienced
Senior and well exposed.

Interview No 4:

Gender: Male
Degree Program:

Semester:
5 Semester

Duration of Interview:
25 Minutes
Place Where the Interview Was Conducted:
Library Building
Reasons for Selection:
More information and interest
Daily check in Facebook
Senior

Observations on UMT Facebook page

We observed that the Facebook page of UMT is good, updates are posted regarding

all the activates which are being held in UMT on daily bases. It portrait the life in
campus in a dignified way and leave a good impression on viewer but not real
effective in terms of student facilitation. Information given on page is what
management want students to know, its a one way communication. While
checking the page we came to know that most of the concerns of students are not
answered properly by any professionals or teachers, senior students are answering
their questions which may affect the reliability of information. Students are being
told to contact their course coordinator or concerned person which clearly not
resolve the issue over page and leave no point for a student to think that they can
get help and get their issues resolved over this medium.

Data Analysis and Discussion

Coding:

What are your favorite social networks?

Response
Initial Coding

My favorite social network LinkedIn in social media

is LinkedIn. It is an

Professionals working

application for
professionals
Facebook is my favorite social
network.

Facebook

My favorite social network

is twitter because it gives
me accurate and real
information, but I often use
Facebook to check updates
but I really like twitter.

Accurate and real

information Facebook to
check updates

Facebook is favorite social

network.

Facebook

Focused Coding
Facebook commonly
preferred

How active are you on social networks and how many people are you connected with?

Response

Initial Coding

Focused Coding

I'm only active on LinkedIn

and I would say have a habit
of checking in after every 5

Habitual of use

Information for every person

100 people spend 30 min daily Usage

I am mostly connected
with my colleague and
friends through mobile
calls and SMS and use
Facebook and twitter for
information only.

Connectivity through sms

and calls
Facebook and twitter used
only to share information

Very much active, I have

about 130 Active
connections

Heavy use

How often you visit UMTs Facebook page? How useful you find it?
Response
Initial Coding
Focused Coding
I've visited the page I
believe like twice when I
used to be on Facebook.

Visit twice a day

Twice in a week, it is
useful for the latest news

Twice in a week
Useful for updates

Facebook page is useful

for checking new updates
about different events.

and updates

I check Facebook page

every day but that is
useful only when i want to
know about the events
nothing else.

The events and

performance check

Every other day to check

new activities and
updates, if there is any
other then the same type
of info.

check new activities and

updates

What sort of activities is being held on UMT page?

Response

Initial Coding

Focused Coding

Page normally had

pictures of the campus
and students. It had also
some information of
upcoming events.

upcoming information

Information about
upcoming events.

Latest updates are

being posted on this page
that are related to UMT

updates are being posted

on this page

I get no information
about my courses or any
worth able information
about my learning, so I
think it is waste of time.

No learning

Informational, but
specific information is
only presented

specific information

Waste of time

Have you been to any other university's official page? If yes, how different it was than of
UMTs?

Response

Initial Coding

Initial Coding

Yes, i find it more

informative in terms of
departmental information and
students related information.

More informative about

departments and students.

Other universities cover all

the university areas on page
but UMT do not.

Yes, FORMAN
CHRISTIAN COLLEGE and
it is much better than UMT
page because it cover all the
areas of university activities.

Other university has better

page to inform.

I have seen the Lahore

University of Management
And Sciences page. That is
good because there are
informative thing such as
projects and activities.

Lahore University of
Management And Sciences
page is good

Yes, I have visited other

pages, and some of them are
very good.

Compare with other pages.

Some are good

Do you think that presence of UMT on social media is helping the vision of UMT?

Response

Initial Coding

Focused Coding

I believe the page is just for

that purpose presence. And
that everybody uses that
platform so UMT is there as
well. The vision of UMT is
not defined by its Facebook
page.

Complementary use of
Facebook by the university.

Only Facebook page is not the

source to convey information
because sometimes students
share irrelevant information
on page.

Yes to some extent.

No I dont think so because
Irrelevant sharing of
most of the time students are
information
sharing their personal
emotions and feelings about
something which is not related
to our studies.
No

How reliable information is given on UMT Facebook page?

Response

Initial Coding

Focused Coding

The information is
quite reliable. I've
always find the
timings mentioned of
the events to be
correct.

Quite reliable
information about
events.

Reliable and specific information is

mentioned in Facebook page.

It is reliable but
the only problem in
this page is that not all
the information is
being updated.

Specific information

You can get only

general information
there, not the critical
one which may put
you in a bad situation
after relying on it.

No mentioning of
critical information

Reliability cannot be
determined by the
presented data. Its
pretty much useless.

Data is not reliable

Is the UMT Facebook page helping to improve brand image of the university?
Response

Initial Coding

Focused Coding

Facebook page is not the

factor which contributes
towards the universities brand
image. So cannot really say in
that regard.

Not much contributing in the

image of the university.

Only the Facebook page is not

useful in improving university
brand image.

No its not.

Negative response

No its not.

Negative response

I dont think so.

Negative response

Is UMT page useful in your curricular education?

. Response

Initial Coding

Focused Coding

. Not that much.

Negative response

Not preferred

Not at all

Negative response

No it is not helpful for my

circular education because
there is no such information
available.

No information available.

Not really.

Negative response

 What improvements can be done on page?

Response
. Include more pictures.
Include more information
about the mission and vision
about the university and
diversify it from other
universities such as LSE
and UCP.
This page need regular
attention for improvement
in the field of updates
related to curriculum and
other activities of
universities (co-curricular
activities) and there should
be options for students to
contact their teachers easily
and this page should
updates more pictures and
videos of the festivals and
other important occasions

Initial Coding
More information is
required.
More diversity

I believe if UMT really

wants to improve this page
and want make it more
popular and helpful for
students then some senior
and professional people
should run and handle
Any educational or general
information should

More promotion required.

More social activities

required.

Authorized personnel. Right

to inform.

Focused Coding

More information and social

activities are required to
update about events and cocurricular activities. There
should a separate
department for this purpose.

departmentally present, by
authorized personnel. There
has been no departmental
related information posted

Discussion on Data Analysis

Facebook page of UMT is a platform with most effective means to communicate with a
large audience in the fastest possible way. This is the most interactive way to connect
with a global audience, and disseminate the latest news and information to the UMT
community. After conducting the interviews we have summarized the key points that
have emerged from conducting this activity through coding. This discussion will
compress long statements into brief statements in the form of initial coding and finally
condensed version of those initial codes into focused codes. Our research problem was
the presence of UMT on social media, website as compare to other universities and this
report will cover all the positive and negative points which are effecting or helping to
improve the student's facilitation process and the brand image of UMT.
Our first interviewee is using LinkedIn as he believe that LinkedIn is the best application
for working professionals to stay connected. As per him, information given on Facebook
is quite reliable and he uses it to find the timings of upcoming events. The vision of Umt
is not defined by its Facebook page and neither is it helping to improve the brand image.
Students are not being addressed properly there and the Facebook page is just for the sake
of presence on social media websites.
Our second interviewee is Facebook user and he finds it reliable for the information given
there. He uses Facebook and visit Facebook page of UMT after every other week and
gets updated on upcoming events. He thinks that Facebook page is helping the vision of
UMT at some extent as the page is maintained well and updates are being posted on daily
basis but still its no improving the student's facilitation process because students are
getting updated on events and regular activities not for any specific department. Its not
helping in curricular education at all.
Our third interviewee is more active on twitter as he believe that on twitter

Conclusion
The project started off with Problem identification and its background. Then research objectives
and research questions were formulated. Followed by this interview questions were designed and
four in-depth interviews were conducted. Observations were noted down. Literature was
reviewed and research design was formulated. The philosophy was interpretivism, logic was
Induction. Type of research was Qualitative, research strategy was case study and data collection
method was interviews and observations. Data analysis was done via coding. Conclusion of the
research findings was discussed and concluded.
We find out that the presence of UMT on social media, website as compare to other universities
is above average in terms of keeping them updated on upcoming events, book fairs, job fairs and
other activities, which may be a good marketing strategy to penetrate large global audience in the
fastest possible way but its not helping students with their day to day queries and ambiguities.
General information is provided on UMT page unlike other universities who have forms and
groups of each department connected to their Facebook page. UMT page can be transformed to
hidden curricula where information should be posted by all departments. Teachers should be the
part of this initiative and provide support and help to students in their entrepreneurial ideas to be
the leaders through learning process. Make is more like a two way communication where
students come up with their problems and queries and can get them solved or at least correct and
valid information from responsible personnel. Improved facilitation process can help improving
brand image of UMT.

Appendices
Interview 1
Interview questions and Answers

What are your favorite social networks?

My favorite social network is LinkedIn. It is an application for working professionals

How active are you on social networks and how many people are you
connected with?

. I'm only active on LinkedIn and I would say have a habit of checking in after every 5
mins.

How often you visit UMTs Facebook page? How useful you find it?

I've visited the page I believe like twice when I used to be on Facebook.

What sort of activities are being held on UMT page?

Page normally had pictures of the campus and students. It had also some information
of upcoming events.

Have you been to any other universitys page? If yes, how different
it was than of UMTs?

Yes, i find it more informative in terms of departmental information and students

related information

Do you think that presence of UMT on social media is helping the

vision of UMT?

. I believe the page is just for that purpose, presence. And that everybody uses that
platform so UMT is there as well. The vision of Umt is not defined by its Facebook page.

How reliable information is given on UMT Facebook page?

The information there is quite reliable. I've always find the timings mentioned of the
events to be correct.

Is the UMT Facebook page helping to improve brand image of the

university?

Facebook page is not the factor which contributes towards the universities brand
image. So cannot really say in that regard.

Is UMT page useful in your curricular education?

. Not that much.

What improvements can be done on page?

. Include more pictures. Include more information about the mission and vision about
the university and diversify it from other universities such as LSE and UCP.

Interview 2
Interview questions and Answers

What are your favorite social networks?

Facebook

How active are you on social networks and how many people are you connected
with?
100 people I used to spend 30 min daily

How often you visit UMT's official face book page? How useful you find it?
Twice in a week, it is useful for the latest news and updates

What sort of activities are being held on UMT page?

Latest updates are being posted on this page that are related to UMT

Have you been to any other university's official page? If yes, How different it was
than of UMTs?
YES, FORMAN CHRISTIAN COLLEGE and it is much better than UMT page because it
cover all the areas of university activities.
Do you think that presence of UMT on social media is helping the vision of UMT?
Yes to some extent
How reliable information is given on UMT face book page?
It is reliable but the only problem in this page is that not all the information is being
updated.

Is the UMT face book page helping to improve brand image of the university?

No

Is UMT page useful in your curricular education?

Not at all

What improvements can be done on page?

This page need regular attention for improvement in the field of updates related to
curriculum and other activities of universities (co-curricular activities) and there should be
options for students to contact their teachers easily and this page should updates more pictures
and videos of the festivals and other important occasions.

Interview 3
What are your favorite social networks?
My favorite social network is twitter because it give me accurate and real
information, but I often use Facebook to check updates but I really like twitter.
How active are you on social networks and how many people are you
connected with?
I am mostly connected with my colleague and friends through mobile calls and
SMS and use Facebook and twitter for information only.
How often you visit UMT's official Facebook page? How useful you find it?
I check fb page every day but that is useful only when i want to know about the
events nothing else.
What sort of activities are being held on UMT page?
I get no information about my courses or any worth able information about my
learning, so I think it is waste of time.

Have you been to any other university's official page? If yes, how different it
was than of UMTs?
I have seen the Lahore University of Management And Sciences page. That is good
because there are informative thing such as projects and activities.
Do you think that presence of UMT on social media is helping the vision of

UMT?
No I dont think so because most of the time students are sharing their personal
emotions and feelings about something which is not related to our studies.
How reliable information is given on UMT Facebook page?
You can get only general information there, not the critical one which may put you
in a bad situation after relying on it.
Is the UMT Facebook page helping to improve brand image of the
university?
No its not.
Is UMT page useful in your curricular education?
No it is not helpful for my circular education because there is no such information
available.
What improvements can be done on page?
I believe if UMT really wants to improve this page and want make it more
popular and helpful for students then some senior and professional people should run and
handle it.

Interview 4

What are your favorite social networks?

Facebook
How active are you on social networks and how many people are you connected
with?
Very much active, I have about 130 Active connections
How often you visit UMT's official Facebook page? How useful you find it?
Every other day to check new activities and updates, if there is any other then the same
type of info.

 What sort of activities are being held on UMT page?

Informational, but specific information is only presented.
Have you been to any other university's official page? If yes, how different it
was than of UMTs?
Yes, I have visited other pages, and some of them are very good.
Do you think that presence of UMT on social media is helping the vision of
UMT?
No
How reliable information is given on UMT Facebook page?
Reliability cannot be determined by the presented data. Its pretty much useless.
Is the UMT Facebook page helping to improve brand image of the
university?
I dont think so.
Is UMT page useful in your curricular education?
Not really.
What improvements can be done on page?
Any educational or general information should departmentally presented, by
authorized personnel. There has been no departmental related information posted.