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论文作者:www.51lunwen.org论文属性:硕士毕业论文 dissertation登出时间:2014-09-25编辑:felicia点击率:36608
论文字数:16294论文编号:org201409251613477111语种:英语 English地区:中国价格:免费论文
关键词:管理项目笔记本电脑行业消费者感知品牌沟通Notebook PC IndustryConsumer Perception
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Sampling method
For quantitative surveys, probability sampling should be the preferred approach where possible. However, non-probability sampling was suitable for the survey here because there is either no sampling frame or unknown chance of being included in the sample so that probability sampling would be inefficient (Ghauri & Gronhaug 2005). It provides a range of alternative techniques based on subjective judgment (Saunders et al 2003). Among all the non-probability sampling techniques, convenience sampling is the most economical and least time consuming. Therefore, due to the cost involved and the limited time available for the research convenience sampling was considered to be the best choice to handle this survey.
Although it is easy to measure and coordinate, convenience sampling has its limitations. There is a likelihood of selection bias and may not represent any definable population. For example, the people chosen in Taipei or Taoyuan city may not be representative of people in other cities and because it omits opinions from other people there may be bias or sampling errors.
Sampling size
Since the sample size primarily depends upon the degree of accuracy that is needed, the Uniform Resource Locator (URL) of prepared online questionnaire was sent out through Microsoft Messenger (MSN) in order to reach a large number of people. We aimed for 120 primarily targeted respondents. Moreover, respondents were also asked to pass the link to the web page to others. The obtained snowball sampling effect enabled the questionnaire to reach a higher number of people with, therefore, a total of 152 responses, which more respondents increased the credibility of the findings (Aaker et al 2001).
Secondary data
The main objective of the secondary research is to find information to understand and resolve research problems and to better understand and explain research problem from gathering all sources of published information from the University Library- ProQuest, Emerald, Science Direct, online searches and published materials. The information and data collected by this way should be accurate and legal. Ghauri & Gronhaug (2005) suggest that researchers should begin with secondary data review because it is easier and more cost effective than the primary data collection.
In this research, information and data are gathered from following sources:
Government and government agency statistics
Company information such as annual reports and press release
Market and industry reports
Relevant journals, newspapers, magazines and electronic data sources
Analysis of Findings and Discussion