For an in-depth qualitative interview, the badminton racket companies in Taiwan were researched. It was established that less than 10 companies were involved in making badminton rackets in Taiwan. Opinion and information on these companies was collected for qualitative data analysis by making use of the in-depth interview method. The in-depth interview method collected data for understanding the reasons behind why Taiwanese badminton companies do not take up direct marketing. There is a good market for badminton gears and yet the Taiwanese companies are reluctant to do direct marketing. The Taiwanese marketing is impacted strongly by trust factors, goodwill, reputation and many more intangible factors (Lee, 2004).
The in-depth interview was conducted with the chief marketing officers of the company or chief managers of the company. Since data in the form of survey was already collected with a much general population, it made sense selecting the sample of chief managers for the in-depth interview. This way, the data collected will be more balanced. There are different options to collect in-depth interview data such as telephones, face to face chats and video chats etc. The researchers made use of the telephone interview because of accessibility concerns and geographic constraints. The in-depth interview asked such questions to the participants like how they understand direct marketing and what form of direct marketing they use etc. The in-depth interview seeks to establish the context for applicability of direct marketing in Taiwan’s badminton rackets market from the interviewee perspective. Secondary background data is also collected to understand the company’s average selling amount in a month, market share and price-earnings ratio. This data would be useful for corroborating interviewee statements.
The in-depth interview is data collected from the supply end of the market and the quantitative data is collected to understand the form of opinion that consumers have when it comes to understanding direct marketing. The questions are framed to understand how consumers feel about direct marketing. The questions will help researcher understand their preferences in buying the badminton rackets. For collecting data, a structured and mixed type of questionnaire has been prepared. Most of the questions are closed ended and the consumers will be asked to rate on the Likert scale. The consumer rates on a scale of 1-5 and this rating is helpful to understand consumer satisfaction, expectations, preferences and other traits informing the buying habit. In addition to these questions, the consumers are asked some multiple-choice questions as well. The purpose of the multiple-choice questions is to collect some demographic information of consumer as well as other information that has an impact on their choices. In addition to these questions, some open questions are also added at the end of the questionnaire. The purpose of the open questions is to allow the research participants some space to present what they think about the questionnaire. These data are not analysed for the work but clarify the participant attitude and other intangible information that could be collected from their answers (Amaratunga et al., 2002; Creswell, 2013).
The sample selection for the questionnaire is random sampling. The questionnaire was posted online with links sent to participants. The questionnaire was prepared bilingually in Mandarin Chinese and English. This is to enable easy understanding for the respondents. The questionnaire link was sent to around 300 participants, and around 272 participants answered. The sample number is hence 272.
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