Cavendish Cancer
-
Upload
huijia-chen -
Category
Documents
-
view
35 -
download
0
Transcript of Cavendish Cancer
Name
Abiodun Adebolu
Huijia Chen
Yifang Li
Yimin Pan
Yuanyuan Li
The consultancy project
How international students can raise funding for Sheffield Cavendish
Cancer Care
Tutor’s name
Nicholas Jordan
Course title
MSc International Events and Conference Management
Date
December 16, 2015
2
Content
1. Introduction ......................................................................................................................... 3
2. Secondary Research ............................................................................................................ 4
2.1 Cavendish Cancer Care ....................................................................................................... 4
2.2 International students .......................................................................................................... 4
3. The Primary Research ......................................................................................................... 6
3.1 Questionnaire Research Technique ..................................................................................... 6
3.2 Research Findings and Analysis ......................................................................................... 7
4. Proposal analysis .............................................................................................................. 13
4.1 Discussion ......................................................................................................................... 13
4.2 Recommendations ............................................................................................................. 14
4.3 Planning analysis & Marketing ........................................................................................ 16
4.4 Future events ..................................................................................................................... 17
5. Conclusion ........................................................................................................................ 18
Reference list ........................................................................................................................... 20
Appendices ............................................................................................................................... 22
A. Questionnaire form ........................................................................................................... 22
B. Part One: The result of characteristics .............................................................................. 24
C. Part Two: The result of views on a charity event.............................................................. 25
D. Part Three: The result of attitude toward a charity event ................................................. 26
E. Part Four: The result of future .......................................................................................... 28
.
3
1. Introduction
This report is a collaboration research between a charity organisation and an academic
institution, involving postgraduate student of International Events and Conference
Management, Sheffield Hallam University and Cavendish Cancer Care Sheffield. The
research explores the level of general awareness of the organisation within Sheffield and its
immediate environment using international students as case study for this research. The group
is expected to develop a relevant approach which will help to increase awareness for the
organisation in the institution and among international students.
The group of five students carried out this research, Abiodun Adebolu, Huijia Chen, Yifang
Li, Yuanyuan Li and Yimin Pan.
Abiodun Adebolu- is a Nigerian with first degree in History and International studies. Trained
broadcaster at Radio Nigeria, taking position as on air personality (OAP) presenting
programme and delivering News both morning and evening shift in total of 6 hours or more.
Huijia Chen, comes from China with sports industry management background, taking part in
Union Cycliste International (UCI) in Hainan Province as internship and then working as a
scheme planner in a media company.
Yifang Li comes from China with three years’ work experience at Real Estate Company in
China.
Yuanyuan Li is from China, with first degree in Environmental Design and worked at
Landscape Company as a landscape designer in Beijing, and then served as executive
assistant in a wedding company.
Yimin Pan comes from China with first degree in Japanese and double degree in Economic.
She has worked for 4 years as translator/interpreter, personnel staff and film issuer separately.
4
2. Secondary Research
2.1 Cavendish Cancer Care
The charity organisation located in the city of Sheffield, dedicated to individual living with
cancer to help improve their quality of life. This service carried is out provided free of charge,
supporting patient emotionally by providing complementary therapies and counselling
career-wise and family. CCC relies on volunteers and donations from the people of the
community and beyond.
CCC is an independent local charity based in a listed building on Wilkinson Street, which
was official open in 1997 by Prince Charles. Comprising of a small team of professional 10
staff and 31 therapists and assessors who all work on a self-employed basis, supporting
people affected by cancer in Yorkshire and Derbyshire. The organisation became registered in
1992 through the support of Duke of Devonshire.
There is a working relationship between CCC and NHS, who provides yearly financial
support to the organisation, the grant which they echo only keep the organisation going for
only three weeks yearly considering the fact that it is not an NHS organisation. Financial
constraints is part of the challenges facing CCC to keep the organisation running as the
number of people visiting doubles in recent time. Forecast in number of individual visiting
CCC requires that the organisation needs to generate 1m yearly by 2018 to meet up with the
good course it has started. The financial capacity set limitation to the organisational
development to promote the charity organisation to the community and general public
awareness of it.
2.2 International students
Sheffield is a city with over ten thousand (10,000) international students from universities
based in it. Sheffield Hallam University have a percentage of 4,085 students from overseas,
with 40 per cent non-EU students from China, 27 per cent from Malaysia and six per cent
from India (SHU 2015).
International students from University of Sheffield are in average of six thousand five (6,500)
5
from over 115 countries (UOS 2014). International students in Sheffield are worth over one
hundred and twenty million (120 million) (BBC 2013) most of who are averagely under the
age of 30.
The biggest single population of these overseas students is Chinese, and general oversea
student's fees are about £104.5 million to Sheffield Hallam, Sheffield University and rest of
the institution. Meanwhile other expenses like food, accommodation, transportation and
entertainments cost the international students over £99 million during the study period (BBC
2013).
The postgraduate's student's studies last between a year to four depending on if it is master's
degree of PHD. While the undergraduates last for a period of three to four years. If these
international students are well informed about CCC during their studies then it will serve an
avenue to render humanitarian service to the community when not studying. Sheffield MP,
Paul Blomfield reaffirms the contribution of international students in provision tens of
thousands of job opportunity for universities town, and city across UK
(SHEFFIELDTELEGRAPH 2013).
This report will critically explore the challenges facing Cavendish charity organisation in terms
of public awareness among overseas students, limitations to it financial capacity to sustain
services provided to people living with cancer in South Yorkshire, Derbyshire and
Nottinghamshire. There is a graph that says if you want to improve something that is already
good it costs a lot of money to obtain further marginal improvement (BROCKBANK,
MICGILL and BEECH 2002). Therefore, a questionnaire survey was deployed to understand
these challenges, and a solution was recommended that will significantly improve the present
status of the organisation, promoting it brand among overseas students.
6
3. The Primary Research
3.1 Questionnaire Research Technique
Following analysis into the background and objectives of CCC, the researchers realised
understanding CCC's challenges is significant to the research to be undertaken in this project.
Saunders et al. (2012) indicated that the questionnaires are one of the most widely used data
collection methods, because each respondent is asked to respond the same set of questions, it
provides an efficient way of collecting responses from a large sample. Therefore, the
questionnaire will be used to collect effective data. The sample was given by hand to 100
selected international students at Sheffield Hallam University.
Gill and Johnson (2010) indicated that questionnaires tend to be used for descriptive research,
such as that undertaken using attitude and opinion questionnaires and questionnaires of
organisational practices, will enable researchers to identify and describe the variability in
different phenomena. Therefore, the questionnaire arrived at 20 questions relative to the
responders' characteristics’ their views on a charity event, their attitude towards a charity event
and future views on the charity.
The choice of questionnaire was influenced by a variety of factors related to research questions
and objectives. The type of questionnaire the research chooses will dictate how sure
researchers can be that the respondent is the person whom researchers wish to answer the
questions and thus the reliability (Saunders et al., 2012). Therefore, delivery and collection
questionnaire will be used. All questionnaires will be printed out and will be delivered by five
researchers. As the result of this, 100 questionnaires will be returned. Baruch and Holtom
(2008); DeVaus (2002); Dillman (2009) and Oppenheim (2000) indicated that the delivery and
the collection of questionnaire can enhance the respondent participation. However, the time
needed for data collection increases markedly for delivery and collection. Researchers spent
three days from 27th to 30th November to collect 100 questionnaires at Adsetts Learning
Centre, Aspect Court, Stoddart and Owen Building at Sheffield Hallam University.
Dancey and Reidy (2008) classified quantitative data into data types using a hierarchy of
measurement, often in ascending order of numerical precision. These different levels of
7
numerical measurement dictate the range of techniques available for the presentation,
summary and analysis of data. The values of numerical data are measured or counted
numerically, because of the numerical data are more precise than categorical as researchers
can assign each data value a position on a numerical scale. It also means that researchers can
analyse these data using a far wider range of statistics. In this research, virtually all data
collected by questionnaires will be analysed by excel, pie chart and graph to present.
3.2 Research Findings and Analysis
The research was conducted on a sample of 100 international students from Sheffield,
including University of Sheffield and Sheffield Hallam University. In Part One, there are 55
percentage of respondents who are from Asia. Among them, the majority of the international
students were Chinese, which represented 58%. African and European nationalities had 18%
and 14% respectively. Less common nationalities included the 1% from American, and
another 12% who have not fill in questionnaire. Most respondents were 22 to 30 years (60%),
with the second largest group being 18 to 21 years (27%). Only 13% of respondents were
over 30 years old.
Chart 1 Chart 2
According to Chart 1 above, the majority of respondents (74%) have not heard of Sheffield
Cavendish Cancer Care. However, there are 26% of respondents who had heard about CCC
before. Furthermore, only 7% expressed have taken part in one of their charity events before.
Yes
26%
No
74%
HEARD OF CCC BEFORE
Yes
7%
No
93%
TAKE PART IN CCC BEFORE
8
Based on the data of No.5 to No.7, most of participants (48%) have contributed money before,
and the other 26% would like to contribute goods for charity event directly. About 47% of
respondents have volunteered occasionally in a charity event, while 43 % of respondents
have not attend any charity event before. It indicates that it is significant to attract more
potential international students to take part in this events in order to develop the charity
events and keep fundraising in the future.
In Part Two, sums up the views of international students on charity activities. Chart 3 below
shows that the different participants gain information primarily from their network. Also, an
average percentage of 21.4% of international students know about CCC from university
campus. Furthermore, the poster, city centre, and the news channel occupies 13.7%, 12.1%
and 11.5% separately. Nevertheless, there are still some people (4.9%) who have no prior
knowledge about CCC before. This revealing point suggests that the CCC would in near
future need brand promotion among international students who might want to volunteer
monetarily or work for the organisation.
Chart 3
Chart 4 to 11 presents the attitude of students towards a charity event in Part Three. As it can
be seen in Chart 4 below, more than half of respondents (53%) believe that they will intend to
take part in Fashion Show to support a charity event for Sheffield CCC. Also, the largest
30.2%
21.4%
13.7% 12.1% 11.5%
6.0% 4.9%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
Online University
Campus
Posters or
Flyers
City Centre Newspapers
and Radio/
TV
On site
events
Never seen
it before
9
percent of international students (73%) would like to be part of increase donations to CCC,
which reveals that in the future there is a potential opportunity to attract more international
students to participant charity event and help raise income.
Based on the result of Chart 6, it is evident that the majority of international students would
prefer to participate considering the benefits like student discount in Fashion Show, which
they think is a bonus to their willing generosity to contribute to communities. Therefore,
providing the benefits of charitable activities could further promote the motivation of
international students.
It was also important to determine how much the participants would pay for the event. Based
on the statistics collected on Chart 7, half of participants completed agree to pay £5 for a
ticket to the proposed event, while some decide to pay £3 for a ticket (35%). However, only 9%
would pay £8, and 6% would pay £10. This suggests that between £3 and £5 would be the
best range of price for the event. In addition, Chart 8 presents that less than half of
respondents (48%) would be willing to buy a ticket. Hence, providing practical benefits could
create opportunity to motivate international students to attend this event, which will
apparently increase the necessary finance needed by this organisation to carry on with its
humanitarian services.
17.00% 6.00% 2.00%
30.00%
21.00% 17.00%
53.00%
73.00% 81.00%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Chart 4 Chart 5 Chart 6
Agree
Neutral
Disagree
10
Chart 7 Chart 8
To better understand the anticipation of the respondents towards a fashion show for charity
fundraising, different dates were mentioned for selection as shown in Chart 9. Most
participants (57.7%) prefer this event was held on weekend, while 27.8% preferred Saturday
and 14.4% preferred Sunday. In detail, the largest proportion (57.7%) mentioned that Friday
is the best day of the week for joining an event. Going by the above consensus analysis, it is
imperative the proposed fashion event holds on a Friday. It might facilitate students’
participation in the activities and attract more people to understand the CCC.
Chart 9 Chart 10
Chart 11 presents the international students’ favourite ways to receive information for the
Fashion Show. The largest percent of international students (30.5%) believe that they prefer
to obtain information by Facebook. And e-mail (24.2%) is the second largest choice.
Moreover, Instagram and Wechat is the trending platform to receive social information for
respondents, which become the most popular mobile social hub to share photo of the event.
57.7%
27.8%
14.4%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
Weekend Saturday Sunday
57.7%
14.1% 12.8% 7.7% 7.7%
Fri Wed Mon Thu Tues
Disagr
ee
20%
Neutr
al
32%
Agree
48%
£3
35%
£5
50%
£8
9%
£10
6%
11
Especially, WeChat as the main communications application in China had 395.8 million
monthly active users worldwide in the first quarter of 2014, which is quickly catching up to
WhatsApp (500 million). It has near 100 million of users are outside China, including people
in Malaysia, the Philippines, India and even Mexico (Mintel Academic, 2014). As these
described, WeChat could help CCC to increase Cavendish awareness through periodically
create cancer content to followers; while, this medium can also put CCC on the world map.
Chart 11
Part Four indicates the participants’ ideas for the future development of CCC. In accordance
with Chart 12, it shows that the preponderance of international students (80%) potentially
tend to be interested in attending the proposed charity event in the future. This would not
only help Sheffield CCC to raise funds, but also develop potential staff and volunteers to
work with CCC.
Chart 12
0.5%
1.1%
2.6%
3.2%
10.0%
11.6%
16.3%
24.2%
30.5%
0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0%
Others
Post
Text
Yes
80%
No
20%
12
35.8 percent of international students prefer to be involved in volunteering for charity events
as shown in Chart 13. They believe that it is an opportunity to help community development,
and increase their personal values. In addition, the second largest proportion is donating
money directly (32.5%). It is the perfect workaround for this students who are too busy to
volunteer or donate time. It could help more people get the treatment they need from CCC
which as fixed issue can not be resolved by volunteers helping. Also, it could support running
cost for CCC to provide more treatment for people. According to a recent survey, thirty
percent of students choose to buy some products in charity events.
Chart 13
Therefore, in terms of these results, organising a Fashion Show Charity Event is a good
approach to help the CCC fundraising and attract more people to increase the cancer
awareness. In order to achieve the objectives, the plan should be to combine with the analysis
of primary and secondary research. It should be based on the characteristics of the target
population to work out a specific program of activities.
2.4%
29.3%
32.5%
35.8%
0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0%
Others
Buy some charity goods
Donate money directly
Volunteering at charity events
13
4. Proposal analysis
4.1 Discussion
1) This example includes 15% English people. The results indicated that 73.3% of (11 out of
total 15) English people have heard of CCC before while only 17.6% (15 out of total 85) of
international students answered positively. CCC continued having promotion activities in
SHU, and it gained preliminary awareness among international students. Although most
international students don't aware CCC.
2) Furthermore, 18.2% out of the English people who had heard of CCC (2 out of total 11)
have taken part in its charity event before while the rate for international students is 33.3% (5
out of total 15). And international student is an unique group of population from UK students.
The motivations of them attending a charity event could also be meeting mew friends,
socialising, learning a new culture, integrating into local society, or getting new experience.
Therefore charity event tends to be the main and effective avenue to attract international
students for CCC. CCC should organise a non-small scale charity event to specially attract
and involve international students by oriented marketing strategy.
3) There are notable gaps in ‘donated to a charity’ and ‘volunteered’ between both students as
25.1% and 15.7% respectively, due to different cultures or other sophisticated factors.
Notably international students are very willing to integrate into the society by volunteer part.
Same figures happened for CCC. Quite high and close to UK students rate happened when
asked if they like to help CCC raise money in the future. Therefore, international student
segment is an effective and sufficient potential market for CCC to exploit future activities.
Especially CCC should employ more international students for volunteers. The fashion show
can mainly rely on international students’ help.
donated to a charity volunteered raise money for CCC
UK students 93.3% 73.3% 86.7%
International
students
68.2% 57.6% 78.8%
14
4) The rate of willingness to attend the fashion show (53%) appears quite high, but is still a
little disappointing. The reasons are considered to be a) fashion show is not an attractive idea;
b) there is other obstacles hindering people for attending. According to the results, a big
majority of people think that fashion show would be a good idea for this context ( 52% agree,
21% strongly agree). In the survey process, one respondent stated that because there are
many charity organisations, she will contribute on those she thinks more deserved. Therefore
the obstacles hindering people for attending the fashion show are considered to be sceptical
attitudes towards the CCC and the fashion show itself. In more detail:
the target people know less about what kind of organisation CCC is;
the target people are not sure about the content or programmes of the fashion show
event;
they may be sceptical about what is expected for them to do in the event;
they did not perceive formal information relating to CCC and the event.
Therefore, promotion of CCC and marketing for the event are essential for the success of this
event to be conducted.
5) Other results presented significant preferences or neutral opinions of the sample
populations which have valid implications for the fashion show. 48% of those surveyed are
willing to buy a ticket for the fashion show whilst 53% are willing to attend the event. It is
suggested that people who intend to attend the event are readily accept the ticket cost.
Furthermore it is indicated that the ticket fee is best set for under £5. Further implications are
followed in Planning decision & Marketing session.
4.2 Recommendations
1. As discussed above, the priority of CCC is to promote awareness, among international
students in particular. Based on our survey, the majority of students received information
about charity events online.
From the worldwide view, Facebook is still the most popular social network with1.55
billion monthly active users (Statista, 2015). While Instagram get 400 million active
15
users monthly (Smith, By the Numbers: 150+ Interesting Instagram Statistics
(November 2015), 2015).
And this is not to forget that China have the single largest population of oversea
students in Sheffield. Wechat as discussed above that hits 650 million users monthly
and has 100 million users outside of China (Smith, By the Numbers: 50+ Amazing
Wechat Statistics, 2015).
From our survey, Facebook and email take the biggest part for use.
Besides, there is a notice that most of the students receive information off-line from
University Campus and City Centre information board.
Therefore, it is highly recommended that CCC should take advantage of these channels to
create the much needed awareness it crave.
2. Following discussion, students tend to be willing to participate and raise money for charity
causes. Therefore, it is recommended to provide more opportunities for students to work or
volunteer in an intercultural team and to produce more traditional programmes such as
Chinese New Year Festival with paper cutting, making dumpling and writing couplets act to
engage international students.
3. Due to the high willingness of being volunteer and high preference of money donation, CCC
could provide various types of donation to engage international students and make the
donation process easily to gain more financial support.
Simplifying the donation process for students is necessary. Special offers for events
attending or rewards can be provided to boost the regular donation.
Events for goods making could be provided to engage students and the goods could be
sold to gain money.
Skills donation like language skills to translate CCC materials into Mandarin and to
have Chinese language on the CCC brochure and website. Or students with excellent
public speaking skills that they can produce speech for CCC, with instrument playing
16
skills that they can run orchestra for donation, with well-organised abilities that they can
help CCC to organise events.
4. Otherwise, to build up a long-term partnership with universities is an effective way for CCC
to recruit volunteer or attract students to take part in. Universities got lot communities and
societies to enrich students’ leisure lives. CCC could contact with volunteering team in the
University to recruit regular volunteer and regarded itself as a platform to provide working,
studying and related voluntary experiences.
In SHU, there are a lot of societies for performance like band, dance, salsa, DJ act. CCC
could invite these groups and provide a platform for them to perform during the events.
Universities usually have its own festivals such as SHU Fest in SHU. It is recommended
that CCC post its logo on the backdrop or around to promote.
CCC could take part in some SHU projects such as conversation club run by SHU aiming
to make new friends for international students. The activity almost run every week. It is
suggested to promote CCC in the activity to make students getting familiar with it.
4.3 Planning analysis & Marketing
According to the results, Topshop seems to be the most popular brand among the target
population while H&M and River Island also gained commonly high supporting answers.
Other brands mentioned by respondents include Zara, Buxton, Next, TK Maxx, New Look,
Urban and GAP, basically pertaining to middle-and-lower grade brands with element of street
style, that is considered to be right suitable for the target population in this context.
Therefore, the recommendation is that we can reach out for these brands with priority effort
for Topshop, and the aimed number of participating brands is considered to be 5, that is
suitable for a small-scale event meanwhile assuring the richness and attractiveness of the
event. And besides discount theme of stall sell, a further partnership programme need to be
evolved with sellers, which may include sponsoring for the event in money or goods,
contributing to donation from teeny part of the profits generated at the event, and providing
professional advices and support for fashion show so on.
17
As for the place to hold event, Winter Garden and Hallam Hall almost got the same rate,
followed by the Hubs. It is suggested that target population has no notable preference about
venue in this context. From the aspect of planner, Winter Garden possesses unique features
such as plants, winding paths and glass dome, that can be integrated into fashion show
programme for a fantastic presentation. On the other hand, Hallam Hall also can be an
accessible and safe choice due to last minute effort for attendees in case there is no many
customers appeared at the event. Further decisions are required based on the actual situation
and progresses.
As for the event date, because the new term will start at 18 January, and we will need time to
promote, combining that target population prefer Friday and Weekend, therefore the date can
be narrowed into 29-31 January. All in all, detailed programme should be developed.
To market the event, several implications should be considered. a) the favourable channels
include social medias, Facebook, WeChat and Instagram in particular, Email, posters, handing
out flyers in City Campus b) the main target population is international students c) along with
promoting the fashion show, CCC should be promoted as a emphases as well d) Discount and
favourable brand such as Topshop should be emphasised to attract attendees e) to promote
through social medias before, during, and after the event, most importantly to attract
continues and new attentions to CCC even the event finished.
4.4 Future events
Live auction is a way to raise money, for people could easily fundraise while engage with the
event. The goods that were donated before could be auctioned during the event. In the event,
attendees can donate goods while they also get chances to buy diverse intercultural items
through auction. New products or second-hand goods are all welcomed.
Colour run is a popular event all over the world now and it is famous around the young
generation. Attendees pay for the entry fee or post the information on social media to get a
cheaper entry fee. The aim of the event is to have fun while attracting attention from the public
about CCC.
Night walking in the Sheffield with sponsors' luminous logo on face or on arm badge, there are
18
various spots with diverse tasks in the walking route. International students will be charged at a
low price to do the different tasks in groups during the event and have fun.
Simply Ludo/Chess/Poke/ Mahjong/table games competition can be held for fundraising. The
competition adopts knock-out system that the winners can get rewards. All the participants have
to pay the competition fee while the visitors could be charged in a low entrance fee.
Trip is also an effective and acceptable way to engage students. It can be designed by CCC and
university communities together. Students have to pay for the transportation fee (depends on
the destinations) and they can donate money with transportation fee together.
5. Conclusion
This report based on the survey reveals the attitudes of international students in Sheffield
Hallam University towards CCC and fashion show, the preferable channels to receive
information and their willingness to help CCC. Through the analysis of the survey, the prior and
urgent problem of CCC is to raise awareness of international students. The rest issues like
financial capacity, human resources and competition that faced with CCC could be resolved
after that.
As discussed above, it is strongly recommended that CCC should focus on the channels
mentioned above (Facebook, email, Wechat, Instagram) and exact places (University Campus
and City Centre information board). Secondly, CCC should provide more volunteer
opportunities and produce traditional programmes. Thirdly, it is suggested to provide more
types of donation rather than money donation, goods donation and volunteering. The last one
but the most important one is to build up a long-term partnership with University, engaging
CCC factors in university events.
However, there are still some limitations in this report, for all the samples are from Sheffield
Hallam University. Other universities and colleges are not included in this report. And
intercultural residents in Sheffield are not calculated, neither. Another limitation is the
negotiations with the mentioned shops. The attitudes of those shops towards CCC and fashion
show are still unknown.
19
According to the report, the information about international students is adequate and it shows a
bright side for CCC to hold events in SHU. The market of international students is mature. The
key problem for CCC is lack of promotion but holding a fashion show could be the first force to
solve it.
20
Reference list
BARUCH, Y. and HALTOM, B. C. (2008). Survey response rate levels and trends in
organizational research. Human Relative, 61, 1139-1160.
BBC (2013). BBC NEWS. [online]. Last updated 4 March 2013 March.
http://www.bbc.co.uk/news/education-21658410
BROCKBANK, Anne., MICGILL, Ian. and BEECH, Nic (2002). Reflective learning in
practice. Gower.
DANCEY, C. P. and REIDY, J. (2008). Statistics without maths for psychology: using SPSS
for windows. 4th
ed., Harlow, Prentice Hall.
DEVAUS, D. A. (2002). Surveys in social research. 5th
ed., London, Routledge.
DILLMAN, D. A. (2009). Internet, mail and mixed mode surveys: the tailored design method.
3rd
ed,. New York, Wiley.
GILL, J. and JOHNSON, P. (2010). Research methods for managers. 4th
ed., London, Sage.
OPPENHEIM, A. N. (2000). Questionnaire design, interviewing and attitude measurement.
London, Continuum International.
UOS ( 2014). University of Sheffield. [online]. Last updated Novermber Novermber.
http://www.sheffield.ac.uk/international/
SAUNDERS, Mark et al. (2012). Research methods for business students. 6th
ed., Pearson.
SHEFFIELDTELEGRAPH (2013). SheffieldTelegraph. [online]. Last updated 07 March
2013 March.
http://www.sheffieldtelegraph.co.uk/news/business/120m-value-of-city-s-international-studen
ts-1-5471555
SHU (2015). Sheffield Hallam University. [online]. Last updated January January.
http://www.shu.ac.uk/mediacentre/fast-facts
SMITH, C (2015). By the Numbers: 150+ Interesting Instagram Statistics (November 2015).
[online]. Last updated 22 September.
21
http://expandedramblings.com/index.php/important-instagram-stats/
SMITH, C (2015). By the Numbers: 50+ Amazing Wechat Statistics. [online]. Last updated 11
October. http://expandedramblings.com/index.php/wechat-statistics/
STATISTA Inc. (2015). Number of monthly active Facebook users worldwide as of 3rd quarter
2015 (in millions). [online].
http://www.statista.com/statistics/264810/number-of-monthly-active-facebook-users-worldwi
de/
22
Appendices
A. Questionnaire form
Questionnaire
This questionnaire is part of the Research and Consultancy Master’s module at Sheffield Hallam
University. The questionnaire aims to examine international student’s attitude towards a charity event
to raise funding for the Sheffield Cavendish Cancer Care (CCC).
Part 1: Characteristics
1. Age
18 to 21 years ( ) 22 to 30 years ( )
31 to 45 years ( ) More than 45 years ( )
2. Nationality _______________________________________
3. Have you heard of Sheffield Cavendish Cancer Care? Yes ( ) No ( )
4. Have you taken part in one of their charity events before? Yes ( ) No ( )
5. Have you donated to a charity before?
Yes. Contribute money ( ) or goods ( )? No ( )
6. Have you volunteered before to help at a charity event?
Never ( ) Occasionally ( ) Regularly ( )
7. Do you have to undertake work experience in your Course?
No ( ) Yes ( ), which Course are you on __________________________________
Part 2: Views on a charity event
8. Where do you get information about charity events? (Please tick below)
University Campus ( ) City Centre ( ) Posters or Flyers ( ) Online ( )
Newspapers and Radio/ TV ( ) On site events ( ) Never seen it before ( )
Part 3: Attitude towards a charity event
Please rate the following statements by ticking in the appropriate box:
Statement Strongly
Disagree Disagree Neutral Agree
Strongly
agree
9. If there is a Fashion Show for
Sheffield CCC fund raising, I
would attend the event.
10. I think Fashion Show would be
a good idea for raising money for
Sheffield CCC.
23
11. Offering student discount by
sponsorships in the Fashion Show
for fund raising would be a good
idea.
12. I would invite my family and
friends to attend the Fashion Show
for raising money for Sheffield
CCC.
13. I am willing to buy a ticket for
the Fashion Show to support the
Sheffield CCC.
14. How much would you like to pay for the ticket?
£3 ( ) £5 ( ) £8 ( ) £10 ( )
15. Where would you like the Fashion Show to be held?
Hallam Hall ( ) Winter Garden ( ) HUBS ( ) Others: please specify ___________
16. What date is suitable for you to attend the Fashion Show?
January: Weekend ( ) Saturday ( ) Sunday ( )
Night (5pm-8pm) during week preferably: Mon ( )Tues ( )Wed ( )Thu ( )Fri ( )
17. Which brand do you want to have discount on the Fashion Show?
H&M ( ) River Island ( ) Topshop ( ) Others _______________
18. Which way do you prefer to obtain information for the Fashion Show?
Facebook ( ) Twitter ( ) WeChat ( ) Whatsapp ( ) Email ( )
Post ( ) Text ( ) Instagram ( ) Others: please specify ___________
Part 4: Future
19. Would you like to help Sheffield Cavendish Cancer Care raise money in the future?
Yes ( ) No ( )
20. How do you prefer to help to raise money for Sheffield Cavendish Cancer Care?
Donate money directly ( ) Volunteering at charity events ( )
Buy some charity goods ( ) Others: please specify _______________
Thank you for taking the time to complete this questionnaire!
24
B. Part One: The result of characteristics
1. Age
2. Nationality
3. Have you heard of Sheffield
Cavendish Cancer Care?
4. Have you taken part in one of their
charity events before?
5. Have you donated to a charity
before?
18-21
27%
22-30
60%
31-45
13%
More
than 45
0%
Asia
55%
Europe
14%
Africa
18%
Americ
a
1%
Unkno
w
12%
Yes
26%
No
74%
Yes
7%
No
93%
25
6. Have you volunteered before to help
at a charity event?
7. Do you have to undertake work experience in your Course?
C. Part Two: The result of views on a charity event
8. Where do you get information about charity events?
Contribut
e money
48%
Contribut
e goods
26%
No
26%
Never
43%
Occasio
nally
47%
Regular
ly
10%
No
62%
Yes
38%
30.2%
21.4%
13.7% 12.1% 11.5%
6.0% 4.9%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
Online University
Campus
Posters or
Flyers
City Centre Newspapers
and Radio/
TV
On site
events
Never seen it
before
26
D. Part Three: The result of attitude toward a charity event
9. If there is a Fashion Show for Sheffield CCC fund raising, I would attend the event.
10. I think Fashion Show would be a
good idea for raising money for
Sheffield CCC.
11. Offering student discount by
sponsorships in the Fashion Show
for fund raising would be a good
idea.
12. I would invite my family and friends
to attend the Fashion Show for
raising money for Sheffield CCC.
13. I am willing to buy a ticket for the
Fashion Show to support the
Sheffield CCC.
Strongly
Disagree
7%
Disagree
10%
Neutral
30% Agree
36%
Strongly
agree
17%
Strongl
y
Disagre
e
1%
Disagre
e
5%
Neutral
21%
Agree
52%
Strongl
y agree
21%
Strongl
y
Disagre
e
1%
Disagre
e
1%
Neutral
17%
Agree
58%
Strongl
y agree
23%
Strongly
Disagree
6%
Disagree
16%
Neutral
36%
Agree
30%
Strongly
agree
12%
27
14. How much would you like to pay for
the ticket?
15. Where would you like the Fashion
Show to be held?
16. What date is suitable for you to attend the Fashion Show?
17. Which brand do you want to have discount on the Fashion Show?
Strongly
Disagree
5%
Disagree
15%
Neutral
32%
Agree
36%
Strongly
agree
12%
£3
35%
£5
50%
£8
9%
£10
6%
Hallam
Hall
34%
Winter
Garden
35%
HUBS
30%
Others
1%
57.7%
27.8%
14.4%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
Weekend Saturday Sunday
57.7%
14.1% 12.8% 7.7% 7.7%
Fri Wed Mon Thu Tues
28
18. Which way do you prefer to obtain information for the Fashion Show?
E. Part Four: The result of future
19. Would you like to help Sheffield Cavendish Cancer Care raise money in the
future?
H&M
26%
River
Island
29%
Topshop
38%
Others
7%
0.5%
1.1%
2.6%
3.2%
10.0%
11.6%
16.3%
24.2%
30.5%
0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0%
Others
Post
Text
29
20. How do you prefer to help to raise money for Sheffield Cavendish Cancer Care?
Yes
80%
No
20%
2.4%
29.3%
32.5%
35.8%
0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0%
Others
Buy some charity goods
Donate money directly
Volunteering at charity events