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Business & Marketing
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English (U.S.)
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Topic:

Conceptual Relationships Among Variables in Conceptual Models

Essay Instructions:

Course Intended Learning Outcomes

1. Define marketing research and justify its importance in business firms.

2. Plan the research process and collaborate with others in developing a research proposal.

3. Select and apply appropriate techniques in data collection and analysis.

4. Synthesize research findings and then formulate recommendations to solving business problems.

Part A (20 marks)

In response to the call of the HKSAR Government and to uphold our principle of making the health and safety of students our top priority, the teaching methods in this semester have changed a lot. E-learning (including Zoom) became the major learning method.

The following paper :

“Hung, H., & Cho, V. (2008). Continued usage of e‐learning communication tools: a study from the learners' perspective in Hong Kong. International Journal of Training and Development, 12(3), 171-187,”

carried out a study of 682 e-learners and investiaged factors affecting the continued usage of e-learning communication tools.

Please suggest the independent variables “X” and “Y”, and dependent variable “Z” in the following conceptual model:

H2

Z

X

Y

H1

where “X” and “Z” are chosen from Hung and Cho (2008) (Hint: See Figure one in this paper). You need to search for one additional paper to select your own “Y” which is NOT in Hung and Cho (2008) and put the reference in your answer.

i)

Please write down your choice of “X”, “Y” and “Z”, and explain the rationales behind the possible conceptual relationships among the variables in your conceptual model.

(8 marks)

ii)

iii)

State the underlying null and alternative hypotheses of H1 and H2.

Suggest a statistical analysis method that can be used for testing H1 and H2. Briefly explain why it is the best alternative.

(4 marks)

(8 marks)

Part B (40 marks)

i)

You will need to design a questionnaire for the study you stated in Part A as a vehicle to find solutions for improving continued usage of e-learning/user satisfaction. Your questionnaire must include an introduction and 20 questions.

Guidelines: The 20 questions include:

1. Two filtering questions (Hints: you want to exclude respondents who cannot provide useful and relevant information);

2. Three classification questions (two demographic variables and one lifestyle variable) (hint: a lifestyle variable is one that classifies interests, opinions, behaviours, or behavioural orientations of an individual);

3. A 5-item scale developed by you for measuring the “X” you stated in Part A;

4. A 5-item scale developed by you for measuring the “Y” you stated in Part A.

5. A 5-item scale developed by you for measuring the “Z” you stated in Part A

Please show your questionnaire on one A4 page.

(20 marks)

ii)

Discuss whether you would choose to use 5-point, 6-point or 7-point scales for i)(3), i)(4) and i)(5) and justify your selections.

(4 marks)

iii)

Explain the difference between nominal, ordinal, interval or ratio scale. Please use some of your 20 questions in part i) as example.

(16 marks)

Part C (30 marks)

Your reseach team decided to use one of the following sampling methods to select a sample of 300 respondents from OUHK students. Your reseach team would like to estimate the continued usage of e-learning/user satisfaction of all OUHK students based on the selected samples.

The selection of the sampling method depends on the 3rd numerical value of your student ID. For example, the 3rd digit of s1243657 is “4”, then the selection would be “Stratified Sampling” according to the table below. You are then required to use “Stratified Sampling” to complete your analysis.

The value of the 3rd digital of your Student ID

e.g. s1243657

Sampling method

0 or 4 or 8

Stratified Sampling

1 or 5 or 9

Quota Sampling

2 or 6

Simple Random Sampling

3 or 7

Convenience Sampling

Please state your own research question and suggest an appropriate research method with your own reasons.

Describe how you could collect data using the stated sampling method and state whether the sampling method is probability or non-probability sampling method.

Additionally, discuss the advantages and disadvantages of the selected sampling method and explain whether or not it is the best alternative among other methods in your case.

My essay requirement put in the “files”

The selection of the sampling method depends on the 3rd numerical value of my student ID. The third value is 5. Thank

Essay Sample Content Preview:
MKT B362F Marketing Research
Spring Term 2021
Assignment 2 - Extended Essay
Due Date: 16Apr 2021 (17:00)
Weighting:100 marks (equivalent to 25% towards your final grade)
Word Limit: Extended Essay (Within 1,000 to 1,200 words)
The overall organization and readability of this extended essay will account for 10 marks.
Part A (20 marks)
In response to the call of the HKSAR Government and to uphold our principle of making the health and safety of students our top priority, the teaching methods in this semester have changed a lot. E-learning (including Zoom) became the major learning method.
The following paper :
“Hung, H., & Cho, V. (2008). Continued usage of e‐learning communication tools: a study from the learners' perspective in Hong Kong. International Journal of Training and Development, 12(3), 171-187,”
carried out a study of 682 e-learners and investigated factors affecting the continued usage of e-learning communication tools.
Please suggest the independent variables “X” and “Y”, and dependent variable “Z” in the following conceptual model:
H2ZXY H1
where “X”and “Z” are chosen from Hung and Cho (2008) (Hint:See Figure one in this paper). You need to search for one additional paper to select your own “Y” which is NOT in Hung and Cho (2008)and put the reference in your answer.

i)

Please write down your choice of “X”, “Y” and “Z”, and explain the rationales behind the possible conceptual relationships among the variables in your conceptual model.
X Perceived usefulness of the technology is hypothesized to be a factor that influences the use of e-learning communication tools.Y The user’s technological readiness is hypothesized to be a factor that influences the use of e-learning communication tools (De Melo Pereira et al., 2015). Technological readiness is linked to willingness to adopt technology tools and user satisfaction whern faced with the technology-based services. ZContinued usage of e-learning communication tools is the dependent (outcome) variable as the researchers sought to determine what influences this. While they also identify satisfaction as a dependent variable, satisfaction is also an independent variable that affects the continued use of digital learning tools.

(8 marks)


ii)
iii)

State the underlying null and alternative hypotheses of H1 and H2.
H1:
* Perceived usefulness of the technology has no significant influence on continued usage of e-learning communication tool
* Perceived usefulness of the technology has a no significant influence on continued usage of e-learning communication tool
H2:
* Technology readiness has no significant influence on continued usage of e-learning communication tools
* Technology readiness has a significant influence on continued usage of e-learning communication tools
Suggest a statistical analysis method that can be used for testing H1 and H2. Briefly explain why it is the best alternative.
The chi-square tests can be used for testing the hypothesis H1 and H2 and to determine whether there is a significant difference. Analysis using chi-square tests helps to determine whether the relationship between the two variables is significant or not. As there is no standard deviation and mean of the populations as well as the group mean and standard deviations, the test would be appropriate to examine the independent variables and the dependent variable The α level would be set at .05 for statistical significance.

(4 marks)
(8 marks)

Part B (40 marks)
i)

You will need to design a questionnaire for the study you stated in Part A as a vehicle to find solutions for improving continued usage of e-learning/user satisfaction. Your questionnaire must include an introduction and 20 questions.
Guidelines: The 20 questions include:
1 Two filtering questions (Hints: you want to exclude respondents who cannot provide useful and relevant information);
2 Three classification questions (two demographic variables and one lifestyle variable) (hint: a lifestyle variable is one that classifies interests, opinions, behaviours, or behavioural orientations of an individual);
3 A 5-item scale developed by you for measuring the “X” you stated inPart A;
4 A 5-item scale developed by you for measuring the “Y” you stated inPart A.
5 A 5-item scale developed by you for measuring the “Z” you stated in Part A
Please show your questionnaire on one A4 page.

(20 marks)

Questionnaire
Introduction
Hello, I am [] and invite you to participate in a survey “e-learning tools”. The survey questionnaire has 20 questions about the continued usage of e-learning communication tools.
Your participation is voluntary and the responses will be kept confidential. You can also withdraw at anytime.
If you have any questions feel free to reach me at [] or by email [].
Thank you for your time, support and participation
1. I believe I am I am technology savvy
[] Yes
[] No
2. Have you ever used or heard any e-learning communication tools? (If the answer is NO, finish the survey)
Yes
NO
3. Gender
Male
Female
4. Age range
Between 17- 25
Between 26 - 35
Between 36 - 45
5. Level of education
High School
Undergraduate
Postgraduate

1

2

3

4

5

Perceived usefulness of the technology






New technologies offered in the courses are convenient to use
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