This preview shows page 1. Sign up to view the full content.
Unformatted text preview: of Export Promotion of Thailand. The
survey instruments administrated to 925 jewelry firms. The key participant in this study is marketing
directors, marketing managers or chief executive officers of each firm. They are conversant with overall
strategic direction of their business and play key roles in the strategic decision-making process. With
regard to the questionnaire mailing, 199 surveys were undelivered because they were no longer in
business or had moved to unknown locations. Deducting the undelivered from the original 925 mailed, the
valid mail was 726 surveys. In total, the mailing yields of 175 responses received. There were 21
unusable questionnaires due to relatively high portion of missing data making the total valid useable were
154. The effective response rate was approximately 20.10%. According to Aaker et al. (2001), the
response rate greater than 20% is considered acceptable. Additionally, non-response bias was
investigated by t-test, comparison of first and second wave, the results were not significant. Hence, it
implied that nonresponse bias does not pose a significant problem for this study.
Research instrument was questionnaire developed by reviewing of the relevant literature. All constructs in
the model were with multiple-item scales. Each of these variables was measured by five point - Likert
scale ranging from 1(strongly disagree) to 5 (strongly agree).
For dependent Variable, firm survival is measured by stability, sustainable economic growth and longterm business. This construct is adapted from Persson (2004).
Dynamic global marketing strategy is measured by five dimensions as follows: Continuous innovation
improve concentration is measured with the perception of new products or production process
improvement by period of time in the market and sustainability. This construct is developed as a new
scale including five-item scale. Flexible marketing channel focus is measured by firm being able to apply
activities necessary to transfer the ownership of goods, and to move goods from the point of production to
the point of consumption for all insti...
View Full Document
This document was uploaded on 01/28/2014.
- Spring '14
- The Land