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Direct marketing through cable TV network in Hong Kong.

by Ma Hon-chung, Paris. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1990. / Bibliography: leaves [B-1]-B-3. / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iv / LIST OF TABLES --- p.viii / ACKNOWLEDGEMENTS --- p.ix / Chapter CHAPTER I --- INTRODUCTION --- p.1 / Chapter 1.1 --- Cable TV as an Advertising Media --- p.1 / Chapter 1.2 --- Cable TV as a Direct marketing Tool --- p.3 / Chapter 1.3 --- The Research Objectives --- p.8 / Chapter 1.4 --- The Hypothesis --- p.10 / Chapter 1.5 --- The Significance of the Research --- p.11 / Chapter CHAPTER II --- RESEARCH DESIGN AND METHODOLOGY --- p.13 / Chapter 2.1 --- Variables --- p.14 / Chapter 2.2 --- Literature Survey --- p.16 / Chapter 2.3 --- Brief Technical Study --- p.16 / Chapter 2.4 --- Sampling Plan --- p.17 / Chapter 2.5 --- Sampling Criteria --- p.18 / Chapter 2.6 --- Product Design and Demonstration --- p.20 / Chapter 2.7 --- Consumer Research --- p.21 / Chapter 2.8 --- Analysis and Conclusion --- p.22 / Chapter CHAPTER III --- LITERATURE SURVEY --- p.23 / Chapter 3.1 --- The Early Systems --- p.23 / Chapter 3.2 --- Home Shopping through Viewdata System --- p.25 / Chapter 3.3 --- Industrial Experience of Home Shopping through Cable TV --- p.27 / Chapter 3.4 --- Other Related Studies --- p.30 / Chapter CHAPTER IV --- A BRIEF TECHNICAL STUDY --- p.32 / Chapter 4.1 --- Compostion of a Direct Response Cable TV System --- p.32 / Chapter 4.2 --- Cable System in Hong Kong --- p.33 / Chapter 4.3 --- HDTV and Future System --- p.35 / Chapter CHAPTER V --- CONSUMER RESEARCH - RESULTS AND ANALYSIS --- p.38 / Chapter 5.1 --- Summary of Procedure --- p.38 / Chapter 5.2 --- Samples Achieved --- p.40 / Chapter 5.3 --- Shopping Habit and Shopping Decision --- p.42 / Chapter 5.4 --- General Reception and Expectation --- p.44 / Chapter 5.5 --- Preference on Format and Program View Time --- p.46 / Chapter 5.6 --- Merchandise and Presentation --- p.47 / Chapter 5.7 --- Price Tolerance --- p.48 / Chapter 5.8 --- Response Method --- p.49 / Chapter 5.9 --- Delivery Option --- p.50 / Chapter 5.10 --- Payment Option --- p.51 / Chapter 5.11 --- Merchandise Return Policy --- p.51 / Chapter 5.12 --- Other Attributes --- p.52 / Chapter CHAPTER VI --- CONCLUSION AND RECOMMENDATION --- p.54 / Chapter 6.1 --- Limitation of the Research Reinstated --- p.54 / Chapter 6.2 --- Conclusion and Suggestion --- p.55 / Chapter 6.2.1 --- Group Difference - Inference --- p.55 / Chapter 6.2.2 --- General Reception and Expectation --- p.57 / Chapter 6.2.3 --- Program Format and View Time --- p.58 / Chapter 6.2.4 --- Merchandise and Presentation --- p.59 / Chapter 6.2.5 --- Price --- p.59 / Chapter 6.2.6 --- Response Method --- p.60 / Chapter 6.2.7 --- Order Acknowledgement --- p.60 / Chapter 6.2.8 --- Delivery --- p.60 / Chapter 6.2.9 --- Payment --- p.61 / Chapter 6.2.10 --- Merchandise Return Policy --- p.61 / Chapter 6.2.11 --- Others --- p.62 / Chapter 6.3 --- Recommendation --- p.62 / Chapter 6.4 --- Areas for Further Research --- p.65 / Chapter CHAPTER VII --- SUMMARY OF FINDINGS --- p.67 / APPENDIX / Chapter 1. --- Consumer Research Focus Group Discussion Guide --- p.Al-1 / Chapter 2. --- Consumer Research Visual Aid ´ؤ Contents --- p.A2-1 / Chapter 3. --- Consumer Research Sample Quota Sheet --- p.A3-1 / Chapter 4. --- Sample Profile --- p.A4-1 / BIBLIOGRAPHY

Identiferoai:union.ndltd.org:cuhk.edu.hk/oai:cuhk-dr:cuhk_318538
Date January 1990
ContributorsMa, Hon-chung., Chinese University of Hong Kong Graduate School. Division of Business Administration.
PublisherChinese University of Hong Kong
Source SetsThe Chinese University of Hong Kong
LanguageEnglish
Detected LanguageEnglish
TypeText, bibliography
Formatprint, ix, 70, [16] leaves ; 30 cm.
CoverageChina, Hong Kong, China, Hong Kong
RightsUse of this resource is governed by the terms and conditions of the Creative Commons “Attribution-NonCommercial-NoDerivatives 4.0 International” License (http://creativecommons.org/licenses/by-nc-nd/4.0/)

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