Direct marketing through cable TV network in Hong Kong.

• Other Authors: Ma, Hon-chung.
• Format: Others
• Language: English
• Published: Chinese University of Hong Kong 1990
• Subjects: Direct marketing; Direct marketing > China > Hong Kong; Cable television advertising; Cable television advertising > China > Hong Kong
• Online Access: http://library.cuhk.edu.hk/record=b5895354; http://repository.lib.cuhk.edu.hk/en/item/cuhk-318538

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