Perceived Value on Aec

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Assumption University

Thailand’s perceived value on aec

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Group 2 SECTION 412

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Submitted to
Ajarn Chanita S.

A Final Report for MGT 3940: Business Research methods

Martin de Tours School of Management
Assumption University
Bangkok, Thailand
September, 2012

EXECUTIVE SUMMARY
This research would like to answer the research problem about the factors that affected word of mouth toward TV Channel 3 among ABAC students. There are 5 research objectives of this research. First, this research will study about word of mouth toward TV Channel 3. Second, this research will determine effects of perception on news program, perception on drama, quality of staff, quality of signal, and corporate social responsibility towards word of mouth of TV Channel 3. Third, this research will determine the level of word of mouth on TV Channel 3. Fourth, this research will study the important factor that effect word of mouth towards TV Channel 3. Finally, this research will study the difference in word of mouth and its related factor among various groups. Our group distributed 200 questionnaires to gather information from ABAC students who watch TV channel 3. Most of the respondents are female with the percentage of 57%.Most of the respondents are Thai with the percentage of 93.50%.Most of the respondents are senior students with the percentage of 45.50%.Most of the respondents have monthly Allowance less than 10,000 with the percentage of 42%. Most of the respondents like to watch TV with the percentage of 85.50%.Most of the respondents spend more than 2 hours per day that watch TV with the percentage of 35.50%.Most of people think about Channel 3 first when talk about TV Channel, which is 70.50%. The most three programs that people prefer to watch on Channel 3 are drama, news and game show. The most important factor that people like to watch Channel 3 is the skills of professional staff, which is 41%.The peak time that people usually watch TV Channel 3 is on the evening, which is 68.50%.The place that the respondents prefer to watch TV3 is at home, which is 93%.The family and relatives are the most group of people who the respondents want to watch TV3 with, which is 48%.The respondents usually watch TV3 every day, which is 45.50%.The most expectation that the respondents expect from Channel 3 is to have more interesting programs, which is 59%.Our research will set 12 hypotheses to test what factors that affected the word of mouth toward TV Channel 3. Our hypotheses will test in various methods that are Multiple Regression Analysis, Independent Simple t-test, One-way Anova, Chi-square, and One Simple t-test. First example of our research’s hypothesis that our research test is Word of mouth of TV Channel 3 can be affected by perception in news program, perception in drama, quality of staff, quality of signal, and corporate social responsibility. The result is significant or reject null hypothesis because p-value is equal to <0.001 that less than 0.05. Second example of our research’s hypothesis is that there is a difference in perception on corporate social responsibility of TV Channel 3 between nationalities. The result isthat there is no difference in perception on corporate social responsibility of TV Channel 3 between nationalities because the p-value is 0.7711 in “Equality of Variances” that more than 0.05 and the p-value is 0.6413 in “Equal” variances that more than 0.05. Third example of our research’s hypothesis is that there is a difference in perception on quality of staff of TV Channel 3 among people who watch TV channel 3 in what time most.The result is that there is a significant difference on the perception in quality of staff of TV Channel 3 among people who watch TV Channel 3 in what time most because the p-value is 0.005 that is less than 0.05. So, it needs to modify task and run Duncan’s multiple-range test. This shows the...
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