published_or_final_version / abstract / Chinese Historical Studies / Master / Master of Arts

by Chan Wai-lun, Albert. / Includes questionnaire in Chinese. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1994. / Includes bibliographical references (leaves 71-73). / abstract --- p.iii / TABLE OF CONTENTS --- p.iv / LIST OF TABLES --- p.vi / ACKNOWLEDGEMENT --- p.vii / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Chapter II. --- MARKET ANALYSIS --- p.2 / Product Definition --- p.2 / Analytical Framework --- p.2 / Microenvironment --- p.3 / Company --- p.3 / Marketing Intermediaries --- p.7 / Major Competitor -- Sega --- p.15 / Concerns from Parents & the public --- p.18 / Macroenvironments --- p.19 / Demographic Environment --- p.19 / Economic Environment --- p.20 / Technological Environment --- p.21 / Legal Environment --- p.25 / Chapter III. --- CUSTOMER RESEARCH --- p.28 / Research Method --- p.29 / Qualitative Research --- p.29 / Focus Group --- p.30 / Interview with the Shopowner of a Retail Outlet --- p.32 / Survey Research --- p.34 / Chapter IV. --- MARKETING STRATEGY & CONCLUSION --- p.53 / Marketing Strategy --- p.53 / Product --- p.53 / Positioning --- p.57 / Distribution --- p.58 / Pricing --- p.60 / Conclusion --- p.61 / APPENDIX --- p.63 / BIBLIOGRAPHY --- p.71

by Tsang Yat-fai. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1991. / Includes bibliographical references. / ABSTRACT --- p.ii / TABLE OF CONTENT --- p.iii / LIST OF ILLUSTRATIONS --- p.v / ACKNOWLEDGMENTS --- p.vi / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Origin of research --- p.1 / The problem statement and the target population --- p.3 / Information sought --- p.6 / Chapter II. --- BACKGROUND ANALYSIS --- p.9 / The background --- p.9 / Game consoles: the products --- p.9 / The current promotion and distribution of game consoles in Hong Kong --- p.17 / Market size --- p.19 / Chapter III. --- PILOT SURVEY - PRELIMINARY INTERVIEWS --- p.21 / Target population's demographics and other characteristics --- p.21 / Target population's knowledge about game consoles in Hong Kong --- p.21 / Target population1s attitude towards different attributes of a game console --- p.23 / Graphic output quality --- p.23 / Sound output quality --- p.24 / Game variety --- p.25 / Game quality --- p.27 / Game system expandability --- p.29 / Game console price --- p.30 / Game card price --- p.31 / Relative importance of factors affecting their buy/no-buy decision making --- p.32 / Target population's preferences towards different brands of game consoles --- p.33 / Chapter IV. --- SAMPLE SURVEY DESIGN --- p.35 / Sampling plan --- p.35 / Questionnaire design --- p.37 / Chapter V. --- SAMPLE SURVEY RESULT AND INTERPRETATIONS --- p.39 / Characteristics of sample taken --- p.39 / Brand awareness --- p.41 / Sources of information: the information distribution channel --- p.43 / Attitude towards different attributes of the four game consoles --- p.46 / Relative importance of factors affecting the buy/no-buy decision --- p.49 / Preference towards different brands --- p.51 / Preference towards different product distribution channels --- p.52 / Intention to buy --- p.53 / Is there a room for the Super Famicom? --- p.54 / Chapter VI. --- LIMITATION AND CONCLUSION --- p.57 / APPENDIX --- p.Q1 / The display of the questionnaire --- p.Ql / Summary of questionnaire survey findings --- p.S1 / Frequency --- p.Fl / Crosstabs --- p.C1 / REFERENCES --- p.R1

published_or_final_version / Education / Master / Master of Education

published_or_final_version / abstract / toc / Education / Master / Master of Science in Information Technology in Education

Contemporary research on media violence has shown the importance of examining the violent presentation of American video games and the correlation between games and the current U.S. game rating system. However, not many studies in this field have been conducted in China, especially regarding the importance of its pending official game rating system which has caused much controversy nationwide. In an effort to seek academic evidence for developing China's official game rating system, this study examined and compared the violence in fourteen of the most popular American and Chinese electronic games in 2004.These fourteen Chinese games and American games were selected for content analysis of the quantity and context of game violent interactions. The percentage breakdown of PATs (violent interactions) was coded by rate per minute, as was perpetrator characteristic, target characteristic, weapon used and visual perspective.The goal of the study was to determine if the popular Chinese electronic games carry as much violence as do popular American games, and if the context of violence in the former is significantly different from that in the latter. The American games were used as a basis for comparison to Chinese games for this study.The results of the study showed that popular Chinese games featured as much violence as American games. However, their context of violence was significantly different in terms of perpetrator characteristic, weapon used and visual perspective.Based on the results, the researcher concluded that China would definitely need a game rating system. However, the significant difference in the context of violence suggested that the Chinese rating system does not necessarily have to be the same as the U.S. system. / Department of Telecommunications

published_or_final_version / Education / Master / Master of Science in Information Technology in Education

published_or_final_version / Architecture / Master / Master of Architecture