China Host Market – Japanese Manufacturing Experience Survey
The first survey, highlighting the Japanese Manufacturing Experience, sent to the China market, was sent out electronically with the help of Avanti Research Partners. There was a 100% response rate, as all 60 respondents answered the questions on their surveys. Concerning demographics, 30 of the respondents were male, and 30 were female, providing a 50% response rate for each gender. Age groups were also divided equally. 18-25 year old respondents accounted for 25%, with 15 respondents, which was also perfectly mirrored in the 26-35 year old
US=1 Mix=2 Respondents
bracket, 36-50 year old bracket, and the 51+ year old bracket. Respondents resided in various cities all over China.
Unfortunately, the manipulation check did not work as well as it had previously in the pretest, as only 26 of the 60, or 43.33% of the respondents correctly answered the question pertaining to the proper purpose of the mission statement. Possible explanations and solutions will be offered in Chapter 5.
Taiwan Market – Japanese Manufacturing Experience Survey
The second survey, highlighting Japanese Manufacturing Experience sent to the host country of Taiwan, was sent out strictly electronically via means of
Facebook and Email. The response rate totaled 54 of 60, or 90%. Concerning demographics, 20 of the respondents were female (37.04%), and 34 of the
respondents were male (62.96%). 20 of the respondents (37.04%) were aged 18-25, followed by age 26-35 of whom made up 17 of the respondents (31.8%), 36-50 of whom made up 8 respondents (14.81%), and aged 51+, of whom made up 16.67%
or 9 of the respondents.
The manipulation check was correctly answered by 44 of the 54 (81.48%) of the respondents. While this was not as accurate as the pretest (100%), it is still acceptable and conclusions can be drawn that most people properly understood the
China Market – American Heritage Survey
The third survey, highlighting American Heritage, that was sent to the China market, was sent out electronically with the help of Avanti Research Partners.
Similar to the Japanese Manufacturing Experience Survey sent to China, there was a 100% response rate, as all 60 respondents answered the questions on their surveys.
As far as demographics are concerned, 30 of the respondents were male, and 30 were female, also providing a 50% response rate for each gender. Age groups were divided equally as well. 18-25 year old respondents accounted for 25%, with 15 respondents, which was also perfectly mirrored in the 26-35 year old bracket, 36-50 year old bracket, and the 51+ year old bracket. Respondents resided in various cities all over China.
The manipulation check was answered correctly that the mission statement in this survey intended to highlight Ford’s American heritage by 49 of the 60 respondents (81.67%). Although this result is not as desirable as the pretest result (100%), and also not as high as the scores from the Taiwan tests, it performed better than the survey highlighting Japanese Manufacturing Experience sent to China. Possible reasons for this phenomenon can be further attempted to explain in the fifth chapter.
Taiwan Market – American Heritage Survey
The fourth survey, highlighting American Heritage, sent to the host country of Taiwan, likewise, was sent out strictly electronically via means of Facebook and Email. The response rate totaled 51 of 60, or 85%. Looking into demographics, 30 of the respondents were female (58.82%), and 21 of the respondents were male (41.18%). Of the respondents in the age bracket 18-25, 29 of the respondents (56.86%), followed by age 26-35 of whom made up 8 of the respondents (15.69%), 36-50 of whom made up 6 of the respondents (11.76%), and aged 51+, of whom made up 8 of the respondents (15.69%).
The manipulation check was correctly answered by 41 of the 51 (80.39%) of the respondents. Similar to the survey results highlighting Japanese Manufacturing Experience, while this was not as accurate as the pretest (100%), it is still
acceptable and conclusions can be drawn that the majority of the respondents properly understood the intention of the mission statement hoped to achieve.
4.1 Results H1- H3
The charts below reveal the results for the first three hypotheses. Each of the results pertaining to each hypotheses will be explained below the charts.
Total Sample Population
假設變異數相等 2.412 .122 1.192 223 .234 .12020 .10080 -.07844 .31884
不假設變異數相等 1.193 222.968 .234 .12020 .10078 -.07840 .31880
假設變異數相等 1.626 .204 1.759 223 .080 .17828 .10134 -.02143 .37800
不假設變異數相等 1.760 222.989 .080 .17828 .10130 -.02134 .37791
假設變異數相等 4.222 .041 1.321 222 .188 .13035 .09866 -.06408 .32479
不假設變異數相等 1.322 221.077 .187 .13035 .09859 -.06395 .32465
Quality
4.1.1 H1: If the COD and COM of a product are the same, the perception and likability of the quality should be higher than if they are different.
While there was a difference between the consistent COD and COM (US & US), 3.9009, and the different COD and COM (US & Japan), 3.7807, it was a small
difference. Looking at the individual tests we can see that at .234, this cannot be accepted as significant, and therefore this hypothesis must be rejected. Further discussion can be found in Chapter 5.
4.1.2 H2: If the COD and COM of a product are the same, the perception and likability of the affordability should be higher than if they are different.
The difference between the consistent COD and COM and different COD and COM was slightly larger in the second hypothesis. When they were consistent, the respondents scored the favorability at 3.7748 on average, and when they were different, the average score was 3.5965. Since the difference scored at .080, and marginal significances are rated under .1, this difference can be called marginal.
While these results do not strongly support the hypothesis, they do support the hypothesis, and further testing can be done.
4.1.3 H3: If the COD and COM of a product are the same, the perception and likability of the reliability should be higher than if they are different.
While there was a difference between the consistent COD and COM (US & US), 3.8649, and the different COD and COM (US & Japan), 3.7345, it was a small
difference. Looking at the individual tests we can see that at .188, this cannot be accepted as significant, and therefore this hypothesis must be rejected. Thus, of the first three hypotheses, two must be rejected, and one is supported by marginal significance. While answers to these reasons are not clear, further discussion and attempts at an explanation can be found in Chapter 5.