by Iu Ho Tsz Carmen & Tam Suk Yan Tammy. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1999. / Includes bibliographical references (leaves 124-132). / abstract --- p.ii / TABLE OF CONTENTS --- p.iii / LIST OF TABLES --- p.v / ACKNOWLEDGEMENTS --- p.viii / CHAPTER / Chapter I. --- Introduction --- p.1 / Chapter II. --- Literature Review --- p.5 / Chapter III. --- Background --- p.11 / Chapter IV. --- Hypotheses --- p.18 / Chapter V. --- Methodology --- p.25 / Content Analysis --- p.26 / Information Content --- p.26 / Emotional Appeal --- p.26 / Sex Appeal --- p.27 / Selection of Magazines --- p.28 / Selection of Advertisements --- p.29 / Evaluation of Advertisements --- p.29 / Survey --- p.30 / Chapter VI. --- Results --- p.32 / Content Analysis --- p.32 / General Magazine Profile --- p.32 / General Presentation of Advertisements --- p.33 / Proportion of Advertising Product Category in Women's Magazines --- p.33 / Color and Size --- p.34 / lmage Model --- p.35 / Contact Methods --- p.36 / Information Content --- p.37 / Emotional Appeal --- p.42 / Use of Sex Appeal --- p.44 / Survey --- p.46 / Reading Habit --- p.46 / Advertising Effectiveness --- p.49 / Information Content --- p.49 / Emotional Appeal --- p.52 / Perception Towards Sex Appeal --- p.56 / Definition of Sex Appeal --- p.56 / Impression on Sex Appeal --- p.58 / Comparison of Feelings --- p.59 / Chapter VII. --- Discussions And Implications --- p.61 / General --- p.61 / Advertisers' Selection of Magazines --- p.61 / Necessities of Contact Modes --- p.62 / Information Content --- p.63 / Text Level vs. Information Level --- p.66 / Usefulness vs. Attractiveness of Advertisements --- p.66 / Emotional Appeal --- p.66 / Sex Appeal --- p.67 / Women's Perceptions of Sex Appealin Print Advertisements --- p.67 / Appropriateness/Acceptance Level of the Use of Sex Appeal --- p.68 / Acceptance Level of Sex Appeal vs. Age --- p.69 / Sex Appeal vs. Nudity --- p.69 / Limitations --- p.70 / APPENDIX --- p.72 / bibliography --- p.124

So Sun-Yiu Sunny. / Thesis (M.Phil.)--Chinese University of Hong Kong, 2001. / Includes bibliographical references (leaves 38-40). / Abstracts in English and Chinese. / ABSTRACT --- p.ii-iii / ACKNOLEDGEMENT --- p.iv / TABLE OF CONTENTS --- p.v / INTRODUCTION --- p.1-3 / Internet in Hong Kong / LITERATURE REVIEW AND HYPOTHESES --- p.4-13 / Theory of Reasoned Action (TRA) / Attitudes toward e-shopping / Perceived Social Norm / E-Shopping Experience / Social Economic Status (SES) / Internet Usage / Economic Motivation / Trust / Perceived Control / Channels matching / METHOD --- p.14-18 / Procedure / Measures / RESULTS --- p.19-26 / General Demographics / Technical Demographics / WWW and Internet Usage / Personal Information Disclosure / E-Shopping / Measurement Model / Structural Model / DISCUSSION --- p.27-37 / Attitude and Social Norm / E-Shopping Experience / Channel Appropriateness / Intention for Future E-Shopping / Implications / Limitation and Future Research Direction / REFERENCE --- p.38-40 / TABLE --- p.41-52 / Table 1 to Table11 / FIGURE --- p.53-59 / Figure 1 to Figure5

published_or_final_version / Linguistics / Master / Master of Arts in Applied Linguistics

published_or_final_version / Business Administration / Master / Master of Business Administration

by Ma Suk-ying. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1982. / Bibliography: leaves 111-112.

by Tong Ka Hung, Edwin. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1991. / Bibliography: leaf 90. / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / LIST OF TABLES --- p.v / ACKNOWLEDGEMENTS --- p.vii / Chapter / Chapter I. --- INTRODUCTION --- p.1 / The Earth's Environment --- p.2 / The Green Movement in the West --- p.4 / The Green Movement in Hong Kong --- p.6 / The Attitude of the Government --- p.6 / The Attitudes of Consumers and Businessmen --- p.7 / Green Consumption and Non-durable Green Products --- p.8 / Objective and Significance of the Research --- p.9 / Hypotheses --- p.10 / Chapter II . --- METHODOLOGY --- p.15 / Research Design --- p.15 / Survey Method --- p.15 / Population Frame --- p.16 / Sampling Method and Sample Size --- p.17 / Design of the Questionnaire --- p.18 / Chapter III. --- SURVEY FINDINGS --- p.19 / Response Rate --- p.19 / Low Response Rate --- p.19 / Questionnaire Validation --- p.20 / Data Analysis --- p.20 / Demographics of the Respondents --- p.20 / General Shopping Pattern --- p.22 / Testing of Hypothesis 1 --- p.23 / Testing of Hypothesis 2 --- p.27 / Testing of Hypothesis 3 --- p.29 / Testing of Hypothesis 4 --- p.30 / Testing of Hypothesis 5 --- p.32 / Testing of Hypothesis 6 --- p.34 / Testing of Hypothesis 7 --- p.35 / Chapter IV. --- CONCLUSIONS AND RECOMMENDATIONS --- p.36 / Conclusions --- p.36 / Recommendations --- p.38 / Appendix / Chapter A. --- Questionnaire --- p.40 / Chapter B. --- Tabulation of Survey Data and Statistical Analysis --- p.46 / BIBLIOGRAPHY --- p.90

by Ko Wai Kwan Vivian. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1993. / Includes bibliographical references (leaves 114-116). / ABSTRACT --- p.ii / ACKNOWLEDGMENTS --- p.iv / LIST OF TABLES --- p.vii / Chapter / Chapter I. --- INTRODUCTION --- p.1 / The Aviation Industry - The Target Customers --- p.1 / Major Functions of Airline Advertisements --- p.7 / Purpose of Study --- p.9 / Chapter II. --- LITERATURE REVIEW --- p.10 / Chapter III. --- METHODOLOGY --- p.15 / Content Analysis of Airline Advertisements --- p.16 / In-depth Interviews with Advertisers --- p.18 / Survey of Audiences' Perceptions --- p.18 / Chapter IV. --- FINDINGS AND DISCUSSION --- p.25 / Content Analysis of Airline Advertisements --- p.25 / In-depth Interviews with Advertisers --- p.30 / Survey of Audiences' Perceptions --- p.38 / Chapter V. --- CONCLUSIONS AND RECOMMENDATIONS --- p.105 / BIBLIOGRAPHY --- p.114 / APPENDIX --- p.117 / Chapter 1. --- An Outline of the Questions for the Personal Interviews / Chapter 2. --- Survey Questionnaire / Chapter 3. --- Instructions for the Questionnaire Survey / Chapter 4. --- Ten Advertisements Used in Part I of the Survey / Chapter 5. --- British Airways Advertisements Used in the Survey / Chapter 6. --- Cathay Pacific Advertisements Used in the Survey / Chapter 7. --- Korean Air Advertisements Used in the Survey / Chapter 8. --- British Airways Advertisements Collected for the Content Analysis / Chapter 9. --- Cathay Pacific Advertisements Collected for the Content Analysis / Chapter 10. --- Korean Air Advertisements Collected for the Content Analysis / Chapter 11. --- Examples of Other Airline Advertisements

by Yuen Wing-wah, Ricky, Fung Wai-hung, Eugene. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1990. / Bibliography: leaf 64. / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iv / LIST OF TABLES --- p.vi / LIST OF FIGURES --- p.vii / PREFACE AND ACKNOWLEDGMENT --- p.viii / Chapter I. --- INTRODUCTION --- p.1 / Chapter II. --- REGULATORY ENVIRONMENT --- p.3 / Air Pollution Control Ordinance --- p.3 / Air Control Zones --- p.3 / Fuel Oil Consumption in Hong Kong --- p.6 / Chapter III. --- CURRENT FUEL OIL MARKET --- p.11 / Types of Oil Fuel --- p.11 / Market Share of Oil Fuel --- p.12 / Chapter IV. --- METHODOLOGY --- p.15 / Purpose of the Study --- p.15 / Need for the Study --- p.15 / Target Respondent --- p.16 / Population and Sampling --- p.16 / Data Collection Method --- p.18 / Chapter V. --- ANALYSIS OF DATA --- p.19 / Demographic Charactertistics --- p.19 / Position --- p.19 / Geographical Distribution --- p.19 / Industry --- p.20 / Users' Views of Market --- p.22 / Usage of Supplier --- p.22 / Types of Supplier --- p.24 / Users' Evaluation of Supplier --- p.26 / Attitude to Existing Government Regulation --- p.30 / Concern Over the Government Regulation --- p.32 / Understanding of Different Oil Fuels --- p.34 / Knowledge of Sulphur Content --- p.37 / Expenditure on Oil Fuel --- p.39 / Chapter VI. --- POTENTIAL OF NEW MARKET --- p.41 / Willingness to Switch Product --- p.41 / Reactions to New Fuel Oil Concept --- p.45 / Chapter VII. --- SUMMARY --- p.48 / Chapter VIII. --- CONCLUSION --- p.50 / APPENDIX --- p.51 / BIBLIOGRAPHY --- p.64

by Chan Kin-Nin, Kenneth and Leung Wai-Man, Elisa. / Questionnaire in English and Chinese. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1992. / Includes bibliographical references. / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iv / LIST OF FIGURES --- p.vi / LIST OF TABLES --- p.vii / ACKNOWLEDGMENT --- p.viii / CHAPTER / Chapter I. --- INTRODUCTION --- p.1 / Problem Statement --- p.1 / Background of the Company --- p.3 / Chapter II. --- STATEMENT OF OBJECTIVES --- p.5 / Manager's Objectives --- p.5 / Research Objectives --- p.6 / Chapter III. --- RESEARCH METHODOLOGY --- p.7 / Research Design --- p.7 / Pilot Survey --- p.9 / Data Collection Method --- p.9 / Sampling --- p.10 / Sampling Design And Sampling Frame --- p.10 / Sampling Unit And Sample Size --- p.11 / Fieldwork --- p.12 / Demographics Characteristics of the Sample --- p.12 / Chapter IV. --- ANALYSIS AND DISCUSSION OF BREAKFAST AND BREAKFAST CEREALS --- p.15 / Importance of Breakfast & Frequency of Taking Breakfast --- p.15 / Perception of A Healthy Breakfast --- p.16 / The Kind of Breakfast Eaten Most Often --- p.17 / The Kinds of Breakfast Eaten Second Most Often --- p.18 / Location of Breakfast Taken --- p.19 / Awareness of Breakfast Cereals --- p.20 / Attitudes Towards Breakfast Cereals --- p.22 / Frequency of Eating Breakfast Cereals --- p.23 / Types of Media to Know Breakfast Cereals --- p.25 / Chapter V. --- ANALYSIS AND DISCUSSION ON BRAND AWARENESS AND BRAND CHOICE --- p.26 / Brand Knowledge --- p.26 / Brand Purchase --- p.27 / Information Search Before Purchase --- p.31 / Relationship Between Buyer And User --- p.32 / Awareness of Weetabix And Alpen --- p.33 / Respondents' Opinions on Alpen And Weetabix --- p.37 / Chapter VI. --- MARKETING IMPLICATIONS --- p.40 / Chapter VII. --- LIMITATIONS & SUGGESTIONS --- p.48 / Limitations of the Study --- p.48 / Suggestions for Future Research --- p.51 / APPENDICES --- p.52 / Questionnaire (English Version) --- p.52 / Questionnaire (Chinese Version) --- p.60 / One-Way Tabulation Tables --- p.67 / Cross-Tabulation Tables --- p.88 / Figures --- p.100 / BIBLIOGRAPHY --- p.115

by Li Kar-cheung. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1990. / Bibliography: leaves 78-79. / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / LIST OF TABLES --- p.v / PREFACE --- p.ix / Chapter I. --- INTRODUCTION --- p.1 / Company Background --- p.1 / The Office Equipment Market --- p.3 / Action Adopted --- p.5 / Objective of Study --- p.6 / Chapter II. --- RESEARCH METHODOLOGY --- p.8 / Customer Perception Survey --- p.8 / Data Collection Method --- p.8 / Focus Group Study --- p.9 / Questionnaire Design --- p.9 / Sample Design --- p.9 / Data Collection --- p.10 / Method of Analysis --- p.10 / Limitations of the Study --- p.11 / Personal Interview --- p.11 / Breakeven Analysis --- p.11 / Chapter III. --- SURVEY FINDINGS --- p.13 / Demographic Characteristics --- p.13 / Demand and Usage --- p.14 / Channel Preference --- p.15 / Key Considerations to Buy --- p.16 / Brand Name and Vendor Reputation --- p.17 / Shop Location --- p.18 / Shopping Habit --- p.19 / Price --- p.20 / Summary of Findings --- p.20 / Chapter IV. --- BREAKEVEN ANALYSIS --- p.22 / Personal Interview Findings --- p.22 / Determination of Breakeven Sales Revenue --- p.25 / Chapter V. --- RECOMMENDATIONS --- p.28 / Product --- p.28 / Brand --- p.30 / Location --- p.30 / Price --- p.30 / Advertising and Promotion --- p.31 / Chapter VI. --- CONCLUSION --- p.32 / APPENDIXES / Chapter Appendix 1 --- Organization Chart --- p.33 / Chapter Appendix 2 --- Focus Group Study --- p.34 / Chapter Appendix 3 --- Questionnaire --- p.37 / Chapter Appendix 4 --- Tables --- p.48 / BIBLIOGRAPHY --- p.78