The effects of applying a hybrid method with a macro鈥搈icro approach for market research in the telecommunication industry
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- 作者：Chen-Ju Lin (1) jzlin0208@gmail.com
Ci-Rong Li (2) cirongli@gmail.com
Chih-Peng Chu (3) chpchu@mail.ndhu.edu.tw - 关键词：Hybrid method – ; Pragmatism – ; Macro level – ; Micro level – ; Telecommunication industry
- 刊名：Quality and Quantity
- 出版时间：June 2011
- 出版年：2011
- 期刊代码：58_00335177
- 类别：law
- 卷：45
- 期：4
- 页码：829-843
- 数据来源：sp
摘要
This research attempts to provide an example of a hybrid method that combines both a macro and a micro approach in the academic domain of the telecommunication market and, also, to study the possible effects from this application. According to the philosophy of plural or multiple methods, this research tries to connect two studies with a methodological triangulation that sequentially uses the results of one method for planning the next method. Empirically, the implementation of this example has two sources of data: one is from an historical data bank (1989–2007) derived from the public sector; and the other is obtained from a questionnaire survey of 427 effective respondents. From the macro perspective (step 1), the differences of consumer behavior in a collective dimension were drawn between mobile telecommunication and digital services. It was found that the users of digital services were more self-motivated than the users of only mobile telecommunication. Accordingly, this result was the research motive of step 2 that investigated the consumers’ motives on the micro level. This research found that a hybrid method of design in the research of the telecommunication market discloses more possible combinations for designing research, more extensive research perspectives and findings, and increased feasibility and interest for additional investigations.