The Behaviours of Consumers in the Peoples Republic of China - Literature review Example

?Proposed Factors Influencing Target-based Internet Marketing in China Proposed Methods and Tools Introduction This research generally aims tolook into the behaviors of consumers in the People’s Republic of China towards target-based internet market. In order to help the researcher attain the various goals of this research, this chapter enumerates the different methodologies that shall be used. In general, this study aims to make use of a quantitative and descriptive approach to research in order to determine consumer behavior towards target-based internet market in China. Aside from this, data shall be collected through the use of survey questionnaires developed by the researcher based on the literature reviewed. In addition, 100 respondents will likewise participate, selecting the same through the use of purposive sampling. To better understand the said research methodologies, this chapter shall be divided into the following sections to discuss each topic presented; these are: (1) Introduction, (2) Research Design, (3) Research Approach, (4) Data Collection, (5) Sampling, (6) Data Analysis and (7) Summary. In each of the said sections, various studies shall be cited, taking into consideration the fact that the same have made use of similar methodologies. Research Design In general, the main research design of this study follows the quantitative design. Hopkins (2000) defines the quantitative approach to research as that which focuses on the determination of the relationship between one independent variable and an independent variable. It is usually either descriptive or experimental, based on the different goals that the study aims to attain (Hopkins 2000; Creswell 2009). Aside from the abovementioned, various researchers have mentioned the importance of the quantitative research design in finalizing results as well as in proving and disproving various hypotheses. The researcher deems it necessary to make use of the quantitative design in order to help in the determination of the general perceptions of the consumers with respect to target-based internet marketing. Taking the abovementioned advantages in consideration, the researcher believes that it is through the use of the quantitative method that the former will be able to determine the relationship between the features of target-based internet marketing and the behaviors of the consumers with respect to the same. Hamid (2008) conducted a study in relation to the behavior of the customer’s behavior towards internet technology and internet marketing tools. In this study, the quantitative approach to research was used in order to prove or disprove five hypotheses. Aside from Hamid (2008), Shaver (2007) also made use of the quantitative approach to research in order to investigate twenty-six variables related to demographics in his study entitled “The Impact of the Internet on Consumer Information Search Behavior in the United States”. Research Approach This section has been devoted by the researcher to discuss the research approach that shall be employed in this study. It was previously mentioned that this research takes the descriptive approach in order to complement its quantitative design. Hopkins (2000) mentioned that there are two types of a quantitative research: experimental and descriptive. The experimental method is generally characterized by three elements: (1) Manipulation, (2) Control and (3) Randomization. These three elements signify that the researcher control the situation of the research so as to obtain the data needed (Hopkins 2000; “Ways of Approaching Research: Quantitative Design n.d.). On other hand, the descriptive approach is more concerned with regard to gaining information with respect to the characteristics of the different aspects of the study. According to the article entitled “Ways of Approaching Research: Quantitative Designs” (n.d.), the descriptive study is used in order to achieve the following: (1) the development of a theory, (2) identify various problems associated with practice, (3) justify the current practice, and lastly, (4) make judgments in relation to the same. Unlike in the experimental approach, the researcher does not manipulate the variables in the descriptive approach (Hopkins 2000; “Ways of Approaching Research: Quantitative Design” n .d.). Gordon and De Lima-Turner (1997) made use of the descriptive approach in determining the Consumer Attitudes towards Internet Advertising. It was through the descriptive approach that Gordon and De Lima-Turner (1997) proved that the consumers posit negative attitudes in relation to untargeted “cyber-junk” advertisements. Morimoto and Chang (2006) also conducted a similar study based on the descriptive approach. Through the descriptive analysis of the data collected therein, the necessary findings were obtained. The respondents of the said study showed that they do not like to receive unsolicited email messages related to product and service advertisements. The respondents of the said study pointed out that they would rather receive those advertisements in their email inboxes pertaining to what they actually need (Morimoto and Change 2006). It is in relation to these responses that Morimoto and Chang (2006) emphasize the importance of targeted marketing initiatives as the same are more effective than the unsolicited ones. Data Collection As mentioned in the introductory portion of this chapter, the main method by which the research shall collect the pertinent data is through the use of a survey questionnaire, as developed based on the existing literature. Denzin and Lincoln (2005) define the survey questionnaire method as a document containing questions related to the subject matter at hand. One of the advantages is that it allows the researcher to gather data more effectively based on the research conducted. In this study, the researcher shall make use of the survey questionnaire method in order to solicit the perceptions of the respondents with respect to target-based internet market. In addition, it is also through this survey questionnaire that the researcher would be able to solicit a general perception of the consumer behavior about target-based internet market in China. Various studies in relation to marketing and the use of the internet to complement the same had been conducted by making use of the survey questionnaire method to collect pertinent data in relation to this. The study of Shaver (2007) made use of a survey questionnaire in determining Internet behavior and the effects on consumer behavior. In his study, four survey questionnaires were distributed to the respondents, the Pew Internet and American Life Project. The said survey questionnaire was designed by the Princeton Research Associates. It was through this that Shaver (2007) was able to look into how advertisements influenced the respondents in terms of their pre- and post- purchase behaviors. The study of Hamid (2008) also made use of a survey questionnaire as a means by which data was collected. In the said research, the questionnaire was divided into three parts: the first dealt with demographic information, including their age group and income level. On the other hand, the second part focused on their internet activities. Aside from the same, the demographic information also looked into the access location of the respondent as well as the number of years using the internet. Finally, the third part was comprised of questions that looked into the perceptions of the respondents on advertisements on the internet and the quality using a five point Likert-scale (Hamid 2008). One of the studies that looked into the perceptions of the consumers in relation to target-based internet marketing is the study of Gordon and De Lima-Turner (1997). The said authors examined the attitudes of the consumers based on the social contract theory using a survey administered to the respondents. Aside from this, Luo (2000) also used the survey questionnaire to collect data for his study entitled “Trust Production and Privacy Concerns on the Internet: A Framework Based on Relationship Marketing and Social Exchange Theory.” Through the use of the said survey questionnaire, the necessary findings were obtained. The results of the study displayed high rates of privacy concerns amongst the respondents of the said study (Luo 2007). Apparently, internet marketing is not that effective if the customers do not trust the sites, most especially if the consumers are aware that their website is obtaining pertinent information with respect to them (Luo 2007). Sampling For this study, the researcher makes use of the purposive sampling in order to obtain the one hundred respondents for this study. This research shall select the respondents using the purposive approach to the same. According to Trochim (2006), the purposive sampling technique refers to the selection of the respondents based on the objectives of the study. It only chooses those people who fit a particular profile, Trochim (2006). One hundred respondents were selected based on the following criteria: (1) must be at least eighteen years old, (2) must be a resident or citizen of the People”s Republic of China, (3) must be aware of the concept of target-based internet market, and finally, (4) has consented to this research by filling out a consent and waiver as administered by the researcher. Data Analysis The data shall be analyzed using the Statistical Packages for the Social Sciences or SPSS. Descriptive statistics shall be used in the presentation of the same, including Frequency and Percentage Breakdown, Min, Max, Mean and Standard Deviation. Aside from this, the data shall also be analyzed in relation to previous researches and studies conducted with respect to consumer behavior about target-based internet market in China. Summary This study, once again focuses on the behavior of the consumers about target based internet market in the People’s Republic of China. To investigate the same, the researcher employed a quantitative design, focusing on the descriptive approach. In order to collect data, the researcher shall also develop survey questionnaires to solicit the perceptions of the respondents. The researcher cited various studies which have already been published which also took the same research approach. In this regard, the researcher opines that the use of the abovementioned will nevertheless produce valid results necessary for the conclusion of this study. References Creswell, J.W. 2009. Research Design: Qualitative, Quantitative and Mixed Methods Approaches. CA: Sage Publications. Denzin and Lincoln. 2005. Research Methodology. CA: Sage Publications. Gordon, M.E. and De Lima-Turner, K. 1997. Consumer Attitudes towards Internet Advertising: A Social Contract Perspective. International Marketing Review: 14(5), pp.362-375. Hamid, N.R. 2008. Consumers' Behaviour towards Internet Technology and Internet Marketing Tools. International Journal of Communications: 3(2). Hopkins, W.G. 2000. Quantitative Research. Sportscience: 4(1). Luo, X. 2000. Trust Production and Privacy Concerns on the Internet: A Framework Based on Relationship Marketing and Social Exchange Theory. Industrial Marketing Management: 31(2),pp.111-118. Morimoto, M. and Change, S. 2006. Consumers' Attitudes toward Unsolicited Commercial E-Mail and Postal Direct Mail Marketing Methods: Intrusiveness, Perceived Loss of Control, and Irritation. Journal of Interactive Advertising: 7(1). Shaver, D. 2007. Impact of the Internet on Consumer Information Search Behavior in the United States. Journal of Media Business Studies. Trochim, W.M.K 2006. Non-Probability Sampling. Accessed 04 May 2011 from http://www.socialresearchmethods.net/kb/sampnon.php "Ways of Approaching Research: Quantitative Designs." n.d. Accessed 04 May 2011 from http://www.fortunecity.com/greenfield/grizzly/432/rra2.htm Read More