研究課題/領域番号 |
15K03758
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研究機関 | 立命館アジア太平洋大学 |
研究代表者 |
チェン シューチン 立命館アジア太平洋大学, 国際経営学部, 教授 (00635435)
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研究期間 (年度) |
2015-10-21 – 2019-03-31
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キーワード | Branding / Customer value / University |
研究実績の概要 |
The summary records research achievements in FY2016. The research project aims at providing insights on how research on branding can help employees in universities strengthen customer relationships. Both of qualitative and quantitative research methods are used. The proposed research goal in FY2016 was mainly to complete the phase of qualitative research. The researcher completed data collection from students while classes were in session at universities in Japan and in Australia. The fieldwork was conducted with the informants from students at the selected universities in light of the purpose of research project. In the overseas business trip, the researcher also did research discussions with research collaborators there to improve research quality. After the completion of qualitative data collection, the researcher did the data processing and initial data analyses. In addition, a part of the current research outcomes was accepted for presentation at a conference that will take place in FY2017. Those activities significantly contributed to the subsequent development of research project. They also helped to contribute to the execution of quantitative research at next research phase.
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現在までの達成度 (区分) |
現在までの達成度 (区分)
2: おおむね順調に進展している
理由
The proposed research goal in FY2016 was to complete the phase of qualitative research. So far, the qualitative primary data collection has been completed and the data processing has been done. A comparative qualitative data analysis is ongoing. The analysis is important for the development of research hypotheses and research instrument and thus needs more time to complete. At the same time, preparations for the next phase of quantitative data collection in Japan and overseas are ongoing. Discussions with an overseas research collaborator about the next phase of quantitative research are ongoing as well.
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今後の研究の推進方策 |
The current research goal in FY2017 is to start the phase of two-stage quantitative research and to complete the quantitative research in line with proposed schedule. The researcher will conduct quantitative research using questionnaire survey in Japan and overseas. Specific location for the fieldwork depends on the critical factor of availability of adequate sample size. The researcher plans to conduct the fieldwork in the universities which are likely to generate large number of sample. If the fieldwork does not work as planned in terms of sample size, other locations where alternative universities are will be chosen. University students will be recruited as the respondents. The researcher plans to hire a research assistant in Japan and another assistant overseas to help in the fieldwork. Research questions for the survey will mainly derive from the outcomes of prior qualitative research, and relevant literature and articles. The fieldwork is expected to be conducted in Japan and overseas later this year. After fieldwork, data processing and analysis will be undertaken. In addition, the researcher will work for preparing an international conference presentation and attendance.
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次年度使用額が生じた理由 |
The researcher starts to use fund for the project after receiving a deferred acceptance for the grant in late October 2015. In order to adequately use the fund and efficiently work for the research project, the researcher rescheduled the time for qualitative data collection to be in FY2016. The project has progressed as planned for completing qualitative data collection. The preparation for the next phase of quantitative data collection is still ongoing. In addition, a scheduled budget for international conference presentation is carried over to FY2017. Consequently, this leads to the incurring amount to be used in next fiscal year.
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次年度使用額の使用計画 |
In FY2017, the fund will be used mainly for quantitative data collection in Japan and overseas and an upcoming conference presentation. This includes the spending on the following activities: overseas business trips (flight tickets, accommodation and per diems), recruitment of informants for data collection, recruitment of research assistant for fieldwork, and honorarium payment for major research collaborator who assists in the fieldwork overseas.
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