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20/06/2020 06:06:36 AM

Research method to study factors affecting decision to choose the digital marketing course at Conado company- P1

1 Research method

The object of the study is the student who has been attending the digital marketing training course at Conando company, according to the data provided by the company as of March 2020, the company's digital marketing course has trained over 300 students. . For a study to be done, the researcher can choose between two methods: qualitative method and quantitative method or both. Qualitative methods involve screening information from a number of surveys and observations, while quantitative methods require researchers to collect information from market research surveys such as information. through interview questionnaires. investigate. The research was conducted through two main steps: Preliminary research using qualitative methods and formal studies using quantitative methods. Figure 16 describes the entire process of conducting the study.

- Preliminary research: aims to adjust and supplement the scale of research concepts, build a student poll questionnaire to suit specific conditions of students in Conando. The reference of theory, documents, relevant research works to determine the factors affecting the choice of digital marketing course at Conando company by students and students. The next step is to build a scale based on theories related to the factors that influence students' choice of digital marketing course at Conando's company by discussing with students through questions. open and collect secondary documents. From the identified research objectives, the theoretical basis, the author will build the first preliminary questionnaire. However, the first preliminary questionnaire may not be appropriate so the next step is to study. Qualitative research with the survey after completing the questionnaire.

- Official research: using techniques to collect information directly by questionnaire. From the collected database, analyzing the research sample, testing the scale with Cronbach's alpha reliability coefficient and exploratory factor analysis method EFA (SPSS) through SPSS software.

After that, we tested the model by multivariate regression method with sig level of 5% - 10%, identifying the factors affecting the choice of digital marketing course at the student's Conando company.

2. Reseach sample

According to Tabachnick & Fidell (2007), the minimum sample size for multivariate regression model is calculated by the formula:

Total number of research samples = 8 * Number of independent variables + 50

This study has a total of 20 independent variables. Therefore, the total number of samples required for theory is at least 8 * 20 + 50 = 210 (Samples). However, in order to ensure the accuracy and limit the errors resulting in insufficient data quality, 250 samples will be applied to conduct the study.

3. Data collection

The data was collected from the survey results through direct questionnaires and online surveys. The number of surveyed handouts is: 250. The number of votes returned is: 250

4. Questionnaire design

The tool in collecting data in quantitative research is a detailed questionnaire, the questions used are mostly closed questions with responses that are measured on a clear scale scale (Nguyen Dinh Tho, 2011 - Saris & Gallhoffer, 2007; Schuman & Presser, 1981). A good questionnaire will help researchers collect necessary data with a high level of confidence (Nguyen Dinh Tho, 2011). Therefore, based on the knowledge and reference to previous studies, the author has built a questionnaire with many questions, the content revolves around the issue of organizations influencing the decision to choose the course of Digital Marketing of the course. There are also question items related to personal information of the surveyed person. Detailed survey questionnaires are arranged at the end of the thesis.

In this study, the author used the Likert scale with a range of values 1-5 to measure the perception of the surveyed subjects on the impact of 5 groups of factors affecting the decision to choose Digital Marketing course. Scale of variables with 5 levels: Level 1: Strongly disagree; Level 2: Disagree; Level 3: Normal; Level 4: Agree; Level 5: Strongly agree.

Nguyen Thi My My


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