研究方法———RESEARCH METHODOLOGY

 

1調查的類型———1 TYPE OF INVESTIGATION

 

The specific study is classified as descriptive. The consumers perceptions of own label households will be examined in the Greek market which is chosen as an example. A descriptive study is conducted in order to determine and be able to explain the features of the variables of importance in a situation (Sekaran, 2003). In addition a questionnaire is used containing predetermined and structured questions.

 

2抽樣設計———2 SAMPLING DESIGN

 

The data will be collected in the capital of Greece. The reasons that Athens is selected for the study are:

 

Athens’ population is the half of Greece’s population

 

Athens’ way of life is the typical for a citizen of a large Greek city

 

Citizens of Athens are more open and used to surveys like the present one, therefore the results of the study can be more accurate

 

The big supermarket chains that have a variety of own label foods are gathered in the area of Athens (many of these products are not available in other parts of Greece).

 

The places for the data collection will be outside central supermarkets. The survey will be conducted over a period of two months because there are time limitations. For all of the above reasons and the fact that not all residents will have the same chance to be selected the non-probability sampling will be used. In order to ensure that certain groups of the population are equally represented in the study the quota sampling method will be used. Although the quota sampling will be used as Sekaran (2003, p.278) states …since this is a non-probability sampling plan the results are not generalizable to the population.

 

3數據收集方法———3 DATA COLLECTION METHOD

 

The method for data collection will be comprised from self-administered questionnaires. Theses questionnaires will have predetermined questions, planned in such a way, so it would be easy for the researcher to come up with quick and accurate results concerning the consumers’ perceptions of own label households. Sekaran (2003, p.236) argues that when a survey is conducted in a local area a good way to collect data is to personally administer the questionnaires (Sekaran, 2003). The reason for choosing questionnaires is speed and low cost (Sekaran, 2003). These questionnaires will be distributed outside central supermarkets in Athens.

 

4本研究的貢獻———4 CONTRIBUTION OF THE STUDY

 

This research project tries to describe and identify consumers' perceptions of private label household products. It also focuses on the Greek market and the. However the study can also help the private label industries to have a better understanding in how people choose their households so as to provide them products that fit their preferences. In addition the study may help the industries to evolve their products. This evolution can have a great impact on the quality of the household products and on the production of private label households having a great quality over value.

好了，以上就是一篇優秀留學生dissertation的 research methodology范文，敬請享用~~