by Ng Tou-Kun. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1997. / Includes bibliographical references (leaves 64). / ABSTRACT --- p.iii / TABLE OF CONTENTS --- p.iv / LIST OF FIGURES AND TABLES --- p.vi / ACKNOWLEDGEMENTS --- p.vii / Chapter / Chapter I. --- INTRODUCTION --- p.1 / What is Calling Number Display Service --- p.1 / Benefits of CND --- p.2 / Disadvantages of CND --- p.4 / Launch of CND Service in Hong Kong --- p.5 / Research Objectives --- p.8 / Scope of Study --- p.8 / Structure of Report --- p.9 / Chapter II. --- LITERATURE REVIEW --- p.10 / Launch of CND Service in Foreign Countries --- p.10 / The Adoption Process --- p.12 / The Diffusion Process --- p.13 / Implications to Marketers --- p.14 / Strategy for Introductory Stage --- p.15 / Market Segmentation --- p.17 / Chapter III. --- RESEARCH METHODOLOGY --- p.19 / Survey Method --- p.19 / Sample Design --- p.20 / Questionnaire Design --- p.20 / Pilot Test --- p.22 / Data Collection --- p.22 / Data Analysis --- p.22 / Chapter IV. --- RESULTS OF SURVEY --- p.23 / Demographic Information --- p.23 / Subscriber Line Information --- p.25 / Classification of Respondents --- p.26 / Awareness of CND Service --- p.27 / People Interested in CND Service --- p.29 / People Intended to Subscribe CND Service --- p.29 / CND Subscribers --- p.30 / Attitude towards CND Service --- p.30 / Attitude towards Hongkong Telecom as Service Provider --- p.32 / Association between Consumer Attitude with Service Adoption --- p.34 / Association between Demographics and Subscriber Usage Information with Service Application --- p.37 / Chapter V. --- CONCLUSION AND RECOMMENDATION --- p.39 / Market Situation --- p.39 / Market Planning --- p.40 / Market Segmentation Strategy --- p.40 / Product Development Strategy --- p.41 / Promotional Strategy --- p.43 / Pricing Strategy --- p.44 / Limitations --- p.44 / Epilogue --- p.47 / APPENDICES --- p.48 / Chapter I. --- Network Service License of Hong Kong Telephone Company : Extracted Clause on Confidentially of Customer Information --- p.48 / Chapter II. --- Questionnaire of Survey --- p.49 / Chapter III. --- Association of CND Benefit Malicious Call Reduction with Service Adoption --- p.57 / Chapter IV --- Association of CND Benefit Warmer Greeting to Friends with Service Adoption --- p.58 / Chapter V. --- Association of Importance of Selective Call Answering with Service Adoption --- p.59 / Chapter VI. --- Association of Importance of Back Calling with Service Adoption --- p.60 / Chapter VII. --- Association of Importance of Warmer Greeting to Friends with Service Adoption --- p.61 / Chapter VIII. --- Association of Importance of Ease of Service Operation with Service Adoption --- p.62 / Chapter IX. --- Association of Education Level with Service Adoption --- p.63 / BIBLIOGRAPHY --- p.64