6. Discussion
6.6. Future Research
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As for possible limitations stemming from the design of this study, there are several possible concerns. First, some past studies on country image and product perceptions have used much more complex measurements (with up to 20 items grouped within the measure).
While such a measurement is undoubtedly able to encompass much more complex aspects of a variable like country image, it was not possible to use it, for the sake of maintaining a reasonable amount of respondents and questionnaire return rate. The measurements used in this study were previously validated, though some of the actual alpha values (as reported in table 4.1) are fairly low, pointing to a possible problem with reliability of the measures.
6.6. Future Research
The outcome of this study reveals that the impact of country knowledge on country perception can be substantial. However, to my knowledge, there has been little or no focus on the topic in country image research. Future studies can use a larger sample of countries and attempt to generalize the findings, i.e. the effect of country knowledge on various groups of countries. Such knowledge can be beneficial for country image managers, country promotion campaigns for tourism and investment, business cooperation, etc.
The exploratory research regarding the sources of information people use to learn about distant countries also provides opportunities for future research. the results from the analysis indicate that the media (traditional and new) remain the most important source of information for most people. At the same time, in my casual observation of the coverage of Taiwan in mainstream Czech media over the past 2-3 years, I noticed that the news presented to the average Czech person about Taiwan is extremely spotty. The news does not provide any coherent information about Taiwan and its realities, and it appears highly unlikely that a person without personal experience with Taiwan would be able to form an objective opinion of the country based on news coverage alone. Nevertheless, this is based only on informal
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observation, and an actual study of news coverage of Taiwan in the Czech media would undoubtedly bring interesting results.
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International Master‟s program in International Communication Studies at the National Chengchi University in Taipei, Taiwan. The purpose of the study is to map the perception and images of Czech consumers towards three Asian nations and their products, namely Japan, Taiwan and China.I would appreciate your taking the time to complete the following survey to obtain accuracy of the research. The questionnaire will take about 20 minutes to complete. All your responses are voluntary and will be kept confidential. Responses will not be identified by individual.
All responses will be compiled together and analyzed as a group.
Your cooperation is strongly appreciated. Thank you.
Borek Janecek Part 1
In the following section, please indicate your perception of the general image of Japan, China and Taiwan by circling the number which best corresponds to your opinion, on a scale from 5 (strongly agree) to 1 (strongly disagree).
Strongly
Disagree Disagree Neutral Agree Strongly Agree
1. Japan is an economically
developed country. 1 2 3 4 5
2. Japanese people are hard
working. 1 2 3 4 5
3. Japan is friendly towards the
Czech Republic in world affairs. 1 2 3 4 5
4. Japanese people are well
educated. 1 2 3 4 5
5. Japanese people have high
technical skills. 1 2 3 4 5
6. China is friendly towards the
Czech Republic in world affairs. 1 2 3 4 5
7. Chinese people are well educated. 1 2 3 4 5
8. Chinese people are hard working. 1 2 3 4 5
9. Chinese people have high
technical skills. 1 2 3 4 5
10. China is an economically
developed country. 1 2 3 4 5