Attitude of advertising professionals towards the industry.

by Chu Man Lo, Tammy, Sit Wai Fun, Irene.Thesis (M.B.A.)--Chinese University of Hong Kong, 1990.Bibliography: leaf 87.ABSTRACT --- p.iiTABLE OF CONTENTS --- p.ivLIST OF TABLES --- p.viACKNOWLEDGEMENTS --- p.ixChapterChapter I. --- INTRODUCTION --- p.1Background --- p.1Objective --- p.3Scope --- p.4Preliminary Data Collection --- p.4Chapter II. --- PROBLEM DEFINITION AND THEORETICAL FRAMEWORK --- p.9Problem Statements --- p.9Theoretical Framework --- p.9Chapter III. --- STUDY DESIGN --- p.14Various Considerations --- p.14Operational Definitions --- p.15Data Collection --- p.15Chapter IV. --- SAMPLING DESIGN --- p.18Sampling Frame --- p.18Sample Size and Sampling Method --- p.18Chapter V. --- DATA ANALYSIS --- p.20Data Analysis Method --- p.20Survey Responses --- p.20Overall Respondents' Profile --- p.20Attitude and Feelings --- p.21Future Plans --- p.36Respondents' Profile Review --- p.50Chapter VI. --- CONCLUSION --- p.60Discussion and Review --- p.60Recommendations and Implementation --- p.65Finale --- p.70APPENDICES --- p.71BIBLIOGRAPHY --- p.8