正大集团在中国的品牌权益-brand equity of zhengda group in china.docx

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正大集团在中国的品牌权益-brand equity of zhengda group in china.docx

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正大集团在中国的品牌权益-brand equity of zhengda group in china

Primarydatacollectionmethodsaredevisedandcontrolledbytheresearcher,individualresponsesandfocusgroupswhoseviewsarerequiredeitherinastructuredorunstructuredmanner.Thisdatacanbecollectedthroughquestionnairesorobservation.Alsothequestionnairescouldbeinvaryingformatssuchas,open-endedformat,Multiple-Choiceresponseformat.2.3.2SecondarydataDatathatisalreadycollectedandnotdevisedorcontrolledbytheresearcher,suchascompanyrecord,governmentstatisticsorpreviousstudiesareexamplesofsecondarydata.Thisdatamustbeevaluatedonthebasisofrelevancetotheresearchquestion.Secondarydatacanbegatheredfromdatabanks,alreadyexistingwrittenmaterials,documentsandreportsandevenonhomepages.2.4InstrumentandtechniqueofdatacollectionToanswerourresearchquestionwehaveusedbothprimaryandsecondarydata.Secondarydatawascollectedfromalreadyexistingliteraturesuchas;books,articles,Journalsandinternetsources.Theprimarydataisgottenfrompersonallyadministeredquestionnaire.ThequestionnairesweregivenouttoatargetpopulationofresidentsinShanghai.Duringtheprocessofdatacollectionresponseswereobtainedface-to-Faceresponses.Thisisdeemedrelevantbecauseinthistypeofsituationsbecausepeoplearemorelikelytoanswerquestionsandtheinterviewercanexplainthequestionsifnecessary.CHAPTER3THEORETICALFRAMEWORKBRANDAbrandisaname,term,sign,symbolordesignoracombinationofthemintendedtoidentifythegoodsorservicesofonesellerorgroupofsellersandtodifferentiatethemfromthoseofcompetitors.(Kotler,1996)Abrandisthusaproductorservicethataddsdimension,whichdifferentiatesitinsomewaysfromotherproductsorservicedesigntosatisfythesameneeds.Thesedifferencesmaybesymbolic,emotionalorintangible-relatedtowhatthebrandrepresents(Kotler,1996).Brandsareveryimportantbothfortheconsumersandthecompany,accordingtoKotlerandKeller,(2006)brandsidentifythesourceormakerofaproductandallowconsumers-eitherindividualsororganizationstoassignresponsibilitytoaparticularmanufacturerordistributor.Brandsalsoperformvaluablefunctionsforthefirm.Firstlytheysimplifyproducthandlingortracing.Brandshelpt