UNIVERSITY OF

SARGODHA
RESEARCH METHODS FOR
BUSINESS
ASSIGNMENT
Submitted To:
Ms. Khudaija Warraich

Submitted By:
M. Asim

MCMF13M046

Adnan Iqbal

MCMF13M037

Asif Iqbal

MCMF13M049

M.Farooq

MCMF13M055

Allah Rakha

MCMF13M033

The satisfaction level of

students of University of
Sargodha Gujranwala
Campus

Proposal

Objectives of the Study

The aim of the study is to conduct an investigation to measure the satisfaction level of students;
the prospects of the study are that:
i.
ii.
iii.

Academic satisfaction.
Satisfaction with environment.
Satisfaction with respect to facilities.

Statement of the Problem

What is the satisfaction level of students of university of Sargodha Gujranwala campus?

Scope of the Study

The study measure the ultimate satisfaction level of students of Sargodha university Gujranwala
campus. And the findings of this study are only implementing on the university of Sargodha
Gujranwala Campus students. This study is most important because after conducting this
research we will be able to give recommendation and suggestion to the University of Sargodha
Gujranwala Campus to improve the satisfaction level of their students.

Research Design
Sampling
The respondents of the study will consist of students of university of Sargodha Gujranwala
campus. The criteria for the students are that they should at least take study from university for
one semester up. The reason for this is to make sure that they have enough time to evaluate the
university of Sargodha Gujranwala campus and if it satisfies them. The survey will be conducted
on university campus. The sampling technique to be used is convenience sampling to make the

process faster and easier. Approximately 200 students from different department will be
surveyed.
Data Collection
The survey method, also known as the questionnaire method, will be used in gathering the data.
Surveys are the most common form of research method for collection of primary data. A selfadministered questionnaire will be answered.

Timeframe
Analysis, literature review and findings will be completed within one month.

Budget
The budget for the study is estimated up to ten thousand PAK rupees.

Bibliography:
Khosravi, A. A., Poushaneh, K., Roozegar, A., & Sohrabifard, N (2012) determination of
factors
affecting students satisfaction. Procedia - Social and Behavioral Science 579 583
Tessema,M.A., Ready, M., & Yu, W. W (2012). Factors affecting college students satisfaction with
major curriculum. International Journal of Humanities and Social Science 2 (2)
Ali, A., & Ahmad, I (2011) Key Factors for Determining Students Satisfaction in Distance Learning
Courses contemporary educational technology, 2011, 2(2), 118-134
D, H., & Alnazer, M (2013). The impact of service quality on student satisfaction and behavioral
consequences in higher education services. International Journal of Economy,
Management and Social Sciences, 2(6) June 2013, Pages: 285-290
Petruzzellis, L., DUggento, A. M., & Romanazzi, S (2006). Student satisfaction and quality of
service in
Italian universities. Emerald Group Publishing Limited 16 (4), 2006
pp. 349-364
Liaw, S. S (2007). Investigating students perceived satisfaction, behavioral intention, and effectiveness of
e-learning Science Direct Computers & Education 51 864873 Retrieved from
www.sciencedirect.com

Jr, O. W. D., Kara. A., & Kaynak. E (2005). Determinants of business student satisfaction and retention in
higher education: applying Herzberg's two-factor theory. International Journal of Educational
Management,19 (2), pp.128 139
Jhonstan, j., Killion, J., Oomen, J.(2005). Student satisfaction in the virtual classroom The internet
journal of allied health sciences and practice. 3 (2).
Douglas, J., McClelland, R., & Davies, J (2007). The development of a conceptual model of student
satisfaction with their experience in higher education. Emerald Group Publishing Limited 16 (1),
pp. 19-35
Stoltenberg, G., (2011). Investigating the Concept of Student Satisfaction
http://www.duo.uio.no/ Trykk:
Reprosentralen, Universitetet i Oslo
Butt, B. Z., & Rehman, K. (2010). A study examining the students satisfaction in higher education.
Procedia Social and Behavioral Science 2 54465450
Aldemir, G., & Gulcan, Y. (2004). Student Satisfaction in Higher Education. Higher Education
Management and Policy 16 (2)

Jurkowitsch, S., Vignali, C., & Kaufmann, H. R. (2006). A student satisfaction model for
austrian higher
education providers.
Sweeney, J.C., & Ingram.D. (2001). A Comparison of Traditional and Web Marketing Education: An
Exploratory Study. Journal of Marketing Education, 23(1), 55-62
Kotler, P. & Clarke, R.N. (1987).Marketing for health care organizations.Englewood Cliffs, NJ: PrenticeHall

Abstract

Student satisfaction is an important qualitative indicator for higher educational institutes.

Measures of student satisfaction show the key factors for meeting users' needs. This study
focuses on the Determination of level of Student Satisfaction of University of Sargodha
Gujranwala Campus, using factor analysis. The instrument self administered questionnaire was
used and filled by 200 students as sample. Three factors were extracted: (1) Academic advising
effectiveness, (2) Campus environment, (3) Facilities. Students view academic advising as an
important needed service. The aim of this study is to determine the level and the factors for
university students satisfaction with the institution they are attending. Firstly, the concept of
satisfaction will be defined. Secondly, a conceptual framework to demonstrate the relationship
between the factors which lie behind university student satisfaction will be presented. Thirdly,
the results and implications are also given.

Introduction
Due to the high competition in every field of life education has become the most important part
to face competition and play a vital role in national development. The education importance can
also be described that there is a correlation between education and economic growth (Husain.et
al, 2009). Education is also providing industries and economy with quality human resources. The
American Heritage dictionary (1982) defines satisfaction as The fulfillment or gratification of a
desire, need or appetite. Kotler and Clarke (1987) define satisfaction as The desirous outcome
of a job or task that pleases ones esteem. Sweeney and Ingram (2001) define student
satisfaction as The perception of enjoyment and accomplishment in the learning environment.
The determination of student satisfaction will also help internal management of university to
identify what makes them distinctive and what are the areas that are contributing less in student
satisfaction.
Before the establishment of Pakistan, there was only one college (established in 1929) in the
District, located at Shahpur, which catered to the educational needs of the surrounding districts
of Khushab, Mianwali and Bhakkar. One year before Independence, Government College was
shifted from Shahpur to Sargodha. In the new environment, imbibed with the new spirit of
freedom, this institution made rapid progress, developing itself into a mini-university, having
started post-graduate classes in eight disciplines in 1987-88. Government College Sargodha had
a vast lush green campus spread over more than one hundred acres of land. It was like an oasis of
calm and green at the midst of a bustling city. In 2002, Government College was upgraded into a
University.

The University of Sargodha has become a legendary centre of Higher Education, in a short span
of time, respected nationally as well as internationally for its brilliant performance in teaching
and research activities.
The University of Sargodha remains Pakistans one of the most attractive universities by
recruiters especially in the field of Economics, Business Management, Chemical Industry, IT
Industry, Pharmacy, Pharmaceuticals, Social Services, and NGOs.

Literature Review
Satisfaction according to Kotler and Clarke (1987) define satisfaction as The desirous outcome
of a job or task that pleases ones esteem.
And Sweeney and Ingram (2001) define student satisfaction as The perception of enjoyment
and accomplishment in the learning environment.
1 This study was conducted in Islamic Azad University on student satisfaction is the main
indicator of higher educational institutes because it meets the needs of the institutions and the
main factors effecting student satisfaction are (1) Academic advising effectiveness, (2) Campus
support services, (3) Campus life (4) Responsiveness to diverse populations, (5) Safety and
Security (6) Campus climate, (7) financial aid effectiveness.
2 The study conducted in Winona State University of America and focuses on 11 factors which
determine that there is positive correlation with the satisfaction of students in the university. The
results of this study conducted on 11 factors can be used to assess the performance of the
colleges, departments and planning process.
3 The study was conducted in Allama Iqbal Open University which explained that the
satisfaction of the students can be measured in three dimensions first one is the interaction
between the instructor and the student, second is the performance of the instructor and the last is
evaluation of the course. The reliability and validity of these dimensions can be checked through
feedback of the students.

4 The study was conducted on Higher Education in Syria and has explained that the satisfaction
of the students can also be effected by the image of the institutions. It means that if the image of
the institution is high students will be more satisfied and loyal to the institution.
5 This study was conducted in university of Bari in Italy to investigate the performance of
university by analyzing satisfaction of students. University focused their policies to improve
teaching and non teaching methods so that satisfaction can be analyzed.
6 This study was conducted in medical university of China. In this study it was tested that
students will be more satisfied if they are provided with the e-learning system instead of
blackboard. Student satisfaction also is effected by the behavioral intention.
7 This study was conducted in California State University and the main determinants were
student satisfaction and their retention in colleges or university and how much they become
satisfied from the experience of instructors. The path was Herzberg's two-factor theory. The
study indicated that students who are positive are more satisfied than who have negative
experience.
8 This study was conducted in college of Allied Health and Nursing at Nova Southeastern
University. The first determinant that contributes to student satisfaction was (1) the design of the
course (2) flexibility (3) interaction with students (4) interaction with instructor (5) monitory
support (6) and student orientation
9 The study was conducted in the university business school in UK and undergraduate students
were assessed to determine the satisfaction of the students about teaching, learning and support
services. This study also indicated that satisfied students will leave a good impact on the new
comer students dissatisfied students will leave negative impact.
10 This study was conducted in University Of Oslo in which it was explained that student
satisfaction can be increased by increasing the interest of the students towards social and
academic perspectives.
11 This study was conducted in 2010 to determine the satisfaction level of the students in higher
education institutions of Pakistan. The satisfaction level was tested through the following factors

(1) instructor experience (2) courses offered (3) environment and classroom facilities but the
extent of satisfaction is different between male and female students
12 it defined the satisfaction as ones perception about something and also described the key
factors that contribute to the satisfaction level of students. The key factors are (1) faculty
performance (2) communication with instructor and students (3) and the quality of the education.
But this study revealed that performance of the instructor not only adds lots to the satisfaction
level of the students but also increase the students loyalty to the institutions.
13 This study was conducted in the Austrian Universities of Applied Sciences which revealed the
importance of the students satisfaction as important part of the universities in terms of marketing
model. This study explained that student satisfaction generate a positive impact on the student
motivation and keeps them retain. It also revealed that instead of quality teaching, quality
infrastructure and administration staff has effect on the student satisfaction.

Data Analysis
1

I easily understand the lecture.

St
ro
ng
ly

Ag
re
e

eu
tr
al
N

St
ro
ng
ly

D
is
ag
re
e

60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%

Response to my questions in class is satisfactory.

The learning process is supported by additional

information.(examples from daily life)

Ag
re
e
St
ro
ng
ly

eu
tr
al
N

St
ro
ng
ly

D
is
ag
re
e

50.0%
40.0%
30.0%
20.0%
10.0%
0.0%

St
ro
ng
ly

Ag
re
e

eu
tr
al
N

St
ro
ng
ly

D
is
ag
re
e

40.0%
35.0%
30.0%
25.0%
20.0%
15.0%
10.0%
5.0%
0.0%

I freely participate in learning process.(discussion

or Q/A)

Ag
re
e

I completely understand the concepts of all the

subjects.

Ag
re
e
St
ro
ng
ly

eu
tr
al
N

D
is
ag
re
e

40.0%
35.0%
30.0%
25.0%
20.0%
15.0%
10.0%
5.0%
0.0%

St
ro
ng
ly

St
ro
ng
ly

eu
tr
al
N

St
ro
ng
ly

D
is
ag
re
e

40.0%
35.0%
30.0%
25.0%
20.0%
15.0%
10.0%
5.0%
0.0%

Teachers are easily available after the class for

further discussion.

Ag
re
e

St
ro
ng
ly

St
ro
ng
ly

D
is
ag
re
e

eu
tr
al

35.0%
30.0%
25.0%
20.0%
15.0%
10.0%
5.0%
0.0%

Classes are well managed according to the time

table.(start or finished)

Course outline of every subject is provided.

Ag
re
e
St
ro
ng
ly

eu
tr
al
N

St
ro
ng
ly

D
is
ag
re
e

40.0%
35.0%
30.0%
25.0%
20.0%
15.0%
10.0%
5.0%
0.0%

Ag
re
e

St
ro
ng
ly

St
ro
ng
ly

D
is
ag
re
e

eu
tr
al

35.0%
30.0%
25.0%
20.0%
15.0%
10.0%
5.0%
0.0%

Im treated fairly in the class.

Ag
re
e

St
ro
ng
ly

St
ro
ng
ly

D
is
ag
re
e

eu
tr
al

45.0%
40.0%
35.0%
30.0%
25.0%
20.0%
15.0%
10.0%
5.0%
0.0%

10

Grades are fairly allocated by the teachers.

11

The assessments are conducted as per schedule.

(quiz, test or presentations)

Ag
re
e

St
ro
ng
ly

Ag
re
e

eu
tr
al
N

D
is
ag
re
e

St
ro
ng
ly

D
is
ag
re
e

40.0%
35.0%
30.0%
25.0%
20.0%
15.0%
10.0%
5.0%
0.0%

12

St
ro
ng
ly

Ag
re
e

Ag
re
e

eu
tr
al
N

D
is
ag
re
e

St
ro
ng
ly

D
is
ag
re
e

45.0%
40.0%
35.0%
30.0%
25.0%
20.0%
15.0%
10.0%
5.0%
0.0%

Class room environment is comfortable.

St
ro
ng
ly

Im satisfied with the university environment.

Ag
re
e

St
ro
ng
ly

Ag
re
e

eu
tr
al
N

D
is
ag
re
e

D
is
ag
re
e

35.0%
30.0%
25.0%
20.0%
15.0%
10.0%
5.0%
0.0%

St
ro
ng
ly

13

Ag
re
e

Ag
re
e

eu
tr
al
N

D
is
ag
re
e

St
ro
ng
ly

D
is
ag
re
e

35.0%
30.0%
25.0%
20.0%
15.0%
10.0%
5.0%
0.0%

14

Students are satisfied with the goods provided in

cafe.

15

St
ro
ng
ly

Ag
re
e

Ag
re
e

eu
tr
al
N

D
is
ag
re
e

St
ro
ng
ly

D
is
ag
re
e

40.0%
35.0%
30.0%
25.0%
20.0%
15.0%
10.0%
5.0%
0.0%

The price of all goods is according to the market

with minimum difference.

16

Ag
re
e

eu
tr
al
N

St
ro
ng
ly

St
ro
ng
ly

D
is
ag
re
e

45.0%
40.0%
35.0%
30.0%
25.0%
20.0%
15.0%
10.0%
5.0%
0.0%

Books are easily available in the library according

to the students requirements.

17

St
ro
ng
ly

Ag
re
e

eu
tr
al
N

St
ro
ng
ly

D
is
ag
re
e

45.0%
40.0%
35.0%
30.0%
25.0%
20.0%
15.0%
10.0%
5.0%
0.0%

Lab facility is provided by the university in which

wide range of computers are available.

Ag
re
e

Im satisfied with the university transport facility.

Ag
re
e
St
ro
ng
ly

eu
tr
al
N

D
is
ag
re
e

30.0%
25.0%
20.0%
15.0%
10.0%
5.0%
0.0%

St
ro
ng
ly

18

St
ro
ng
ly

eu
tr
al
N

St
ro
ng
ly

D
is
ag
re
e

50.0%
40.0%
30.0%
20.0%
10.0%
0.0%

19

Play ground facility is available to the students.

20

Ag
re
e
St
ro
ng
ly

eu
tr
al
N

St
ro
ng
ly

D
is
ag
re
e

70.0%
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%

Students are satisfied with the sports gala,

seminars or other extra co-curricular events.

21

Reasonable parking facility is provided.

Ag
re
e
St
ro
ng
ly

eu
tr
al
N

St
ro
ng
ly

D
is
ag
re
e

30.0%
25.0%
20.0%
15.0%
10.0%
5.0%
0.0%

Ag
re
e
St
ro
ng
ly

St
ro
ng
ly

D
is
ag
re
e

eu
tr
al

30.0%
25.0%
20.0%
15.0%
10.0%
5.0%
0.0%

Interpretation
In interpretation we are going to interpret our analysis of data about the satisfaction of
students in the university according to the responses gathered through questionnaire. The
response against every single question is interpreted below. The percentage is calculated
from the sample of 200 students.
1) 56.5% of our respondents agreed that they understand the lectures easily but 2.5
percent respondents disagreed.
2) 46.5% agreed that the response to their question in the class is satisfactory and
3.5% strongly disagreed about this query.
3) 40% agreed that additional information for learning process is provided but 2.5%
have strongly disagreed to this.
4) 37.5% students have responded that they can freely participate in the learning
process in the class but only 2.5% students have strongly disagreed that they
cannot
5) 38% respondents have claimed that they are agreed about the understandability of
concepts of all lectures and 2% do not understand the concepts.
6) 32.5% agreed that teachers are available after class discussion and 6% strongly
disagreed about it.
7) 40% students are agreed that classes starts and finished according to time table
4.5% strongly disagreed about the management of classes.
8) 20% students are agreed about the provision of course outline, 32% students
neither agreed nor disagreed and 13.5% students are strongly disagreed.

9) 41.5% respondents are agreed that they are treated well in the class and the
response of 7% students is strongly disagreed.
10)39.5% students have given response that grades are fairly allocated but only 6%
said that they are strongly disagreed fair allocation of grades by the teachers.
11)43% respondents responded that tests are conducted according to the schedule and
4.5% students have given response of strongly disagreed.
12)31% students agreed about the environment of classroom but only 13.5% students
are disagreed about the class room environment.
13)33.5% are strongly disagreed that they are not satisfied with the university
environment and only 8% students strongly agreed with the university
environment.
14)40% students are strongly disagreed about the caf products and 8% are strongly
agreed to this.
15)42.5% respondents are strongly disagreed that price of cafe items are not
according with market prices and 4% students are strongly agreed with the prices.
16)41.5% students claimed that books in the library are not according to student
requirements but 7.5% are strongly agreed.
17) 48% students strongly disagreed about the wide range of computers available in
the lab and only 3.5% students are strongly agreed.
18)30% respondents are strongly disagreed about the satisfaction of transport facility
of university but only 7.5% students are satisfied with it.
19)60.5% students are strongly disagreed about the availability of play ground and
only 3% students are strongly agreed with it.
20)21% students are strongly disagreed about the sports and other extracurricular
activities, 26.5% students neither agreed nor disagreed and only 10% students are
strongly agreed.
21) 28% respondents are strongly disagreed about the reasonable parking and 10.5%
students are strongly agreed about the parking.

Conclusion
The research instrument used for collecting responses is self administered
questionnaire based on 21 questions. These questions were set to test the satisfaction level of
students of university of Sargodha Gujranwala campus. These are prepared with the interval
scale and divided into three categories one is the academic satisfaction, second is the satisfaction
with the environment of the class and the university and the last is the satisfaction with respect to
facilities provided by university. This questionnaire was filled out from a sample of 200 students
of university of Sargodha Gujranwala campus.
From our analysis it is concluded that these variables explained above contribute a lot in the
satisfaction of students. First and foremost factor is the academic factor which shows higher
level of satisfaction of students because highly performing, well trained and experienced teachers
keep students more satisfied not only with their courses but also with the students and the
institutions. They can also retain and increase the number of students in the university.
Other academic factors such as teachers interaction with students in and outside of the
classroom, quality education and selection of textbooks also increase the satisfaction of students.
Learning and classroom environment is the second most important factor. In the university of
Sargodha Gujranwala campus mostly students are not satisfied with the university environment.
The last factor of this study is the facilities provided by the university which includes transport,
cafe, parking, playground, sports gala, computer lab and library. The response about these
facilities was totally negative and the students showed dissatisfaction about the facilities.
This study shows that there is a positive relationship between student satisfaction and the factors
(academic, environment and facilities). This study also shows that 43% students are satisfied,
23% are neutral and 34% are dissatisfied with the university. The findings of this study are only
implemented on University Of Sargodha Gujranwala Campus.

1.

References
Khosravi, A. A., Poushaneh, K., Roozegar, A., & Sohrabifard, N (2012) determination of
factors
affecting students satisfaction. Procedia - Social and Behavioral Science 579 583
Tessema,M.A., Ready, M., & Yu, W. W (2012). Factors affecting college students satisfaction with
major curriculum. International Journal of Humanities and Social Science 2 (2)
Ali, A., & Ahmad, I (2011) Key Factors for Determining Students Satisfaction in Distance Learning
Courses contemporary educational technology, 2011, 2(2), 118-134
D, H., & Alnazer, M (2013). The impact of service quality on student satisfaction and behavioral
consequences in higher education services. International Journal of Economy,
Management and Social Sciences, 2(6) June 2013, Pages: 285-290
Petruzzellis, L., DUggento, A. M., & Romanazzi, S (2006). Student satisfaction and quality of
service in
Italian universities. Emerald Group Publishing Limited 16 (4), 2006
pp. 349-364
Liaw, S. S (2007). Investigating students perceived satisfaction, behavioral intention, and effectiveness of
e-learning Science Direct Computers & Education 51 864873 Retrieved from
www.sciencedirect.com
Jr, O. W. D., Kara. A., & Kaynak. E (2005). Determinants of business student satisfaction and retention in
higher education: applying Herzberg's two-factor theory. International Journal of Educational
Management,19 (2), pp.128 139
Jhonstan, j., Killion, J., Oomen, J.(2005). Student satisfaction in the virtual classroom The internet
journal of allied health sciences and practice. 3 (2).
Douglas, J., McClelland, R., & Davies, J (2007). The development of a conceptual model of student
satisfaction with their experience in higher education. Emerald Group Publishing Limited 16 (1),
pp. 19-35
Stoltenberg, G., (2011). Investigating the Concept of Student Satisfaction
http://www.duo.uio.no/ Trykk:
Reprosentralen, Universitetet i Oslo
Butt, B. Z., & Rehman, K. (2010). A study examining the students satisfaction in higher education.
Procedia Social and Behavioral Science 2 54465450
Aldemir, G., & Gulcan, Y. (2004). Student Satisfaction in Higher Education. Higher Education

Management and Policy 16 (2)

Jurkowitsch, S., Vignali, C., & Kaufmann, H. R. (2006). A student satisfaction model for
austrian higher
education providers.
Sweeney, J.C., & Ingram.D. (2001). A Comparison of Traditional and Web Marketing Education: An
Exploratory Study. Journal of Marketing Education, 23(1), 55-62
Kotler, P. & Clarke, R.N. (1987).Marketing for health care organizations.Englewood Cliffs, NJ: PrenticeHall

UNIVERSITY OF SARGODHA
GUJRANWALA CAMPUS

Survey Questionnaire:
Dear respondent,
We are the students of University of Sargodha Gujranwala campus, conducting a
survey on satisfaction level of students of UoSGC. This survey requires your
feedback that will assist us in our research work and will help us to examine the
satisfaction level of students of UoSGC. The feedback shall be kept confidential
and only use for academic purpose.

Class:
Session:
Instruction:

Date:
Semester:
Put a tick in the box

1= Strongly Dissatisfied 2=Dissatisfied 3= Neutral

Sr. No
1

4= Satisfied

Criteria
I easily understand the lecture.

Response to my questions in class is satisfactory.

The learning process is supported by additional

information.(examples from daily life)
I freely participate in learning process.
(discussion or Q/A)
I completely understand the concepts of all the
subjects.
Teachers are easily available after the class for

4
5
6

5= Strongly Satisfied
2

further discussion.
Classes are well managed according to the time
table.(start or finished)
Course outline of every subject is provided.

Im treated fairly in the class.

10

Grades are fairly allocated by the teachers.

11

The assessments are conducted as per schedule.

(quiz, test or presentations)
Class room environment is comfortable.

12
13
14
15
16
17
18
19
20
21

Im satisfied with the university environment.

Students are satisfied with the goods provided in
cafe.
The price of all goods is according to the market
with minimum difference.
Books are easily available from the library
according to the students demand.
Lab facility is provided by the university in
which wide range of computers are available.
Im satisfied with the university transport
facility.
Play ground facility is available to the students.
Students are satisfied with the sports gala,
seminars or other extra co-curricular events.
Reasonable parking facility is provided.

Total

Any Comment
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Thank you very much