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
| Identifer | oai:union.ndltd.org:cuhk.edu.hk/oai:cuhk-dr:cuhk_318538 |
| Date | January 1990 |
| Contributors | Ma, Hon-chung., Chinese University of Hong Kong Graduate School. Division of Business Administration. |
| Publisher | Chinese University of Hong Kong |
| Source Sets | The Chinese University of Hong Kong |
| Language | English |
| Detected Language | English |
| Type | Text, bibliography |
| Format | print, ix, 70, [16] leaves ; 30 cm. |
| Coverage | China, Hong Kong, China, Hong Kong |
| Rights | Use 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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