3.2.2 Data collection
The investigation is a research method that using self-administered questionnaires or structured interviews that systematic and direct collect data from a sample and study some social phenomenon and rules by analysing statistical data (Saunders 2011). So in order to study the role of social media marketing in the promotion of the Chinese film industry, this research chooses to use the questionnaire to conduct data collection which could be a better a way to know the development of this new social phenomenon social media. The questionnaire survey is a kind of structured survey and empirical method. Saunders (2011) states that the empirical method mainly uses natural science to study the social field and human experience, …show more content…
The development of social media platform being used in the promotion of Chinese film;
2. The role of the WOM (word of mouth) within the role of social media marketing of Chinese film;
3. The role of ‘viral marketing’ in the promotion of the Chinese film industry;
4. The role of celebrity effect on the social media marketing of Chinese film.
The questionnaire has 12 questions including 11 closed questions and 1 open question (see appendices 5). Closed questions are related to the extent of factors when choosing a movie, and their perception of social media marketing by using the Likert scale. Five choices that ‘strongly agree’, ‘agree’, ‘neutral’, ‘disagree’, and ‘strongly disagree’ by using 5, 4, 3, 2, and 1 to record. Participants are asked to show their opinions how they think about social media marketing in the promotion of the Chinese film industry. 82 people participate this research and 68.29% are female.
However, the questionnaire may only obtain the written information but cannot investigate specific social conditions. So it may not get the depth information during the study. Especially for the open question, investigators may be less likely to know whether the respondents fill in carefully or just answer casually, whether write by themselves or by others. It may cause a certain impact on the quality of the survey …show more content…
At the same time, during the sampling of this study, the sample may not be evenly distributed to the first, second and third tier cities in China, which could have a certain impact on the results of the study. For example, recreation facilities construction in China 's third-tier cities may be not enough. The proportion of people chooses to go to the cinema to watch a movie may be less than the percentage of first-tier cities like Shanghai or Beijing. As well as the degree of contact for social media may also be slightly less. In the sampling, the sample does not equally distribute in first-tier, second-tier, and third-tier cities, which may have a certain degree of bias in the study results. Also, the uneven distribution of age and gender may also cause a certain impact of this analysis. At the same time, a simple quantitative analysis is chosen to conduct the analysis because of the limitation of the data, so it may not have an opportunity to carry out an in-depth quantitative study. Finally, due to the researcher 's lack of theories, the results, and conclusions of this work may be subjected to certain
The investigation is a research method that using self-administered questionnaires or structured interviews that systematic and direct collect data from a sample and study some social phenomenon and rules by analysing statistical data (Saunders 2011). So in order to study the role of social media marketing in the promotion of the Chinese film industry, this research chooses to use the questionnaire to conduct data collection which could be a better a way to know the development of this new social phenomenon social media. The questionnaire survey is a kind of structured survey and empirical method. Saunders (2011) states that the empirical method mainly uses natural science to study the social field and human experience, …show more content…
The development of social media platform being used in the promotion of Chinese film;
2. The role of the WOM (word of mouth) within the role of social media marketing of Chinese film;
3. The role of ‘viral marketing’ in the promotion of the Chinese film industry;
4. The role of celebrity effect on the social media marketing of Chinese film.
The questionnaire has 12 questions including 11 closed questions and 1 open question (see appendices 5). Closed questions are related to the extent of factors when choosing a movie, and their perception of social media marketing by using the Likert scale. Five choices that ‘strongly agree’, ‘agree’, ‘neutral’, ‘disagree’, and ‘strongly disagree’ by using 5, 4, 3, 2, and 1 to record. Participants are asked to show their opinions how they think about social media marketing in the promotion of the Chinese film industry. 82 people participate this research and 68.29% are female.
However, the questionnaire may only obtain the written information but cannot investigate specific social conditions. So it may not get the depth information during the study. Especially for the open question, investigators may be less likely to know whether the respondents fill in carefully or just answer casually, whether write by themselves or by others. It may cause a certain impact on the quality of the survey …show more content…
At the same time, during the sampling of this study, the sample may not be evenly distributed to the first, second and third tier cities in China, which could have a certain impact on the results of the study. For example, recreation facilities construction in China 's third-tier cities may be not enough. The proportion of people chooses to go to the cinema to watch a movie may be less than the percentage of first-tier cities like Shanghai or Beijing. As well as the degree of contact for social media may also be slightly less. In the sampling, the sample does not equally distribute in first-tier, second-tier, and third-tier cities, which may have a certain degree of bias in the study results. Also, the uneven distribution of age and gender may also cause a certain impact of this analysis. At the same time, a simple quantitative analysis is chosen to conduct the analysis because of the limitation of the data, so it may not have an opportunity to carry out an in-depth quantitative study. Finally, due to the researcher 's lack of theories, the results, and conclusions of this work may be subjected to certain