The Effectiveness of Wilson Advertising

The Hong Kong Polytechnic University School of Professional Education and Executive Development |

The Effectiveness of Wilson Advertising |

SPD3125 Marketing research |

|

Student | Student ID |

Fung Chun Kit | 13008810S |

Cheung Ka Hei | 13012430S |

Kwok Ching Fung | 13626974S |

Kwok Ho Man | 13015407S |

Wong Hiu Ying | 13619184S |

Yeung Kai Wai | 13628316S |

|

11/29/2013 |

1. Background | p.2 |

2. Executive summary | p.2 |

a. Major findings | p.2 |

b. Conclusions | p.2 |

c. Recommendations | p.2 |

3. Problem definition | p.3 |

d. Background to the problem | p.3 |

e. Statement of the problem | p.3 |

4. Approach to the problem | p.3 |

5. Research design | p.5 |

f. Type of research design | p.5 |

g. Information needs | p.5 |

h. Scaling techniques | p.6 |

i. Interviewing method and questionnaire design | p.7 |

j. Sampling techniques | p.10 |

6. Data analysis and Results | p.11 |

k. Basic analysis | p.11 |

l. Detailed analysis | p.34 |

7. Limitations | p.65 |

8. Conclusions and recommendations | p.65 |

9. Exhibits | p.66 |

m. Questionnaires and forms | p.66 |

Background

Wilson is a retailer to sell electronic devices such as tablets, smartphones, and digital cameras with other customer services. From 2012, Wilson started advertising its data transfer service on television.

Executive summary

a) Major findings

i. Content of advertising does not direct affect use intention of service. It would indirect affect use intention of service via attitude toward brand and Attitude toward service.

ii. Content of advertising has positive association with Attitude toward brand and Attitude toward service.

iii. Attitude toward brand and Attitude toward service has positive...