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TDTKYH | Medical statistical thinking |
TKYH | Medical statistics |
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TNKQ | Objective test |
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XSTK | Statistical probability |
XS-TKYH | Probability-Medical Statistics |
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Assessing medical statistical reasoning ability of students when solving practical problems - 25 -
Statistical research on assessing sustainable development in Vietnam - 16 -
Mobile Phone Usage in Hanoi Inner City Area
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- Test the relationship between demographic variables and consumer behavior for Mobile Marketing activities
The analysis method used is the Chi-square test (χ2), with statistical hypotheses H0 and H1 and significance level α = 0.05. In case the P index (p-value) or Sig. index in SPSS has a value less than or equal to the significance level α, the hypothesis H0 is rejected and vice versa. With this testing procedure, the study can evaluate the difference in behavioral trends between demographic groups.
CHAPTER 4
RESEARCH RESULTS
During two months, 1,100 survey questionnaires were distributed to mobile phone users in the inner city of Hanoi using various methods such as direct interviews, sending via email or using questionnaires designed on the Internet. At the end of the survey, after checking and eliminating erroneous questionnaires, the study collected 858 complete questionnaires, equivalent to a rate of about 78%. In addition, the research subjects of the thesis are only people who are using mobile phones, so people who do not use mobile phones are not within the scope of the thesis, therefore, the questionnaires with the option of not using mobile phones were excluded from the scope of analysis. The number of suitable survey questionnaires included in the statistical analysis was 835.
4.1 Demographic characteristics of the sample
The structure of the survey sample is divided and statistically analyzed according to criteria such as gender, age, occupation, education level and personal income. (Detailed statistical table in Appendix 6)
- Gender structure: Of the 835 completed questionnaires, 49.8% of respondents were male, equivalent to 416 people, and 50.2% were female, equivalent to 419 people. The survey results of the study are completely consistent with the gender ratio in the population structure of Vietnam in general and Hanoi in particular (Male/Female: 49/51).
- Age structure: 36.6% of respondents are <23 years old, equivalent to 306 people. People from 23-34 years old
accounting for the highest proportion: 44.8% equivalent to 374 people, people aged 35-45 and >45 are 70 and 85 people equivalent to 8.4% and 10.2% respectively. Looking at the results of this survey, we can see that the young people - youth account for a large proportion of the total number of people participating in the survey. Meanwhile, the middle-aged people including two age groups of 35 - 45 and >45 have a low rate of participation in the survey. This is completely consistent with the reality when Mobile Marketing is identified as a Marketing service aimed at young people (people under 35 years old).
- Structure by educational level: among 835 valid responses, 541 respondents had university degrees, accounting for the highest proportion of ~ 75%, 102 had secondary school degrees, ~ 13.1%, and 93 had post-graduate degrees, ~ 11.9%.
- Occupational structure: office workers and civil servants are the group with the highest rate of participation with 39.4%, followed by students with 36.6%. Self-employed people account for 12%, retired housewives are 7.8% and other occupational groups account for 4.2%. The survey results show that the student group has the same rate as the group aged <23 at 36.6%. This shows the accuracy of the survey data. In addition, the survey results distributed by occupational criteria have a rate almost similar to the sample division rate in chapter 3. Therefore, it can be concluded that the survey data is suitable for use in analysis activities.
- Income structure: the group with income from 3 to 5 million has the highest rate with 39% of the total number of respondents. This is consistent with the income structure of Hanoi people and corresponds to the average income of the group of civil servants and office workers. Those
People with no income account for 23%, income under 3 million VND accounts for 13% and income over 5 million VND accounts for 25%.
4.2 Mobile phone usage in Hanoi inner city area
According to the survey results, most respondents said they had used the phone for more than 1 year, specifically: 68.4% used mobile phones from 4 to 10 years, 23.2% used from 1 to 3 years, 7.8% used for more than 10 years. Those who used mobile phones for less than 1 year accounted for only a very small proportion of ~ 0.6%. (Table 4.1)
Table 4.1: Time spent using mobile phones
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Alid
<1 year
5
.6
.6
.6
1-3 years
194
23.2
23.2
23.8
4-10 years
571
68.4
68.4
92.2
>10 years
65
7.8
7.8
100.0
Total
835
100.0
100.0
The survey indexes on the time of using mobile phones of consumers in the inner city of Hanoi are very impressive for a developing country like Vietnam and also prove that Vietnamese consumers have a lot of experience using this high-tech device. Moreover, with the majority of consumers surveyed having a relatively long time of use (4-10 years), it partly proves that mobile phones have become an important and essential item in people's daily lives.
When asked about the mobile phone network they are using, 31% of respondents said they are using the network of Vietel company, 29% use the network of
of Mobifone company, 27% use Vinaphone company's network and 13% use networks of other providers such as E-VN telecom, S-fone, Beeline, Vietnammobile. (Figure 4.1).
Figure 4.1: Mobile phone network in use
Compared with the announced market share of mobile telecommunications service providers in Vietnam (Vietel: 36%, Mobifone: 29%, Vinaphone: 28%, the remaining networks: 7%), we see that the survey results do not have many differences. However, the statistics show that there is a difference in the market share of other networks because the Hanoi market is one of the two main markets of small networks, so their market share in this area will certainly be higher than that of the whole country.
According to a report by NielsenMobile (2009) [8], the number of prepaid mobile phone subscribers in Hanoi accounts for 95% of the total number of subscribers, however, the results of this survey show that the percentage of prepaid subscribers has decreased by more than 20%, only at 70.8%. On the contrary, the number of postpaid subscribers tends to increase from 5% in 2009 to 19.2%. Those who are simultaneously using both types of subscriptions account for 10%. (Table 4.2).
Table 4.2: Types of mobile phone subscribers
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
Prepay
591
70.8
70.8
70.8
Pay later
160
19.2
19.2
89.9
Both of the above
84
10.1
10.1
100.0
Total
835
100.0
100.0
The above figures show the change in the psychology and consumption habits of Vietnamese consumers towards mobile telecommunications services, when the use of prepaid subscriptions and junk SIMs is replaced by the use of two types of subscriptions for different purposes and needs or switching to postpaid subscriptions to enjoy better customer care services.
In addition, the majority of respondents have an average spending level for mobile phone services from 100 to 300 thousand VND (406 ~ 48.6% of total respondents). The high spending level (> 500 thousand VND) is the spending level with the lowest number of people with only 8.4%, on the contrary, the low spending level (under 100 thousand VND) accounts for the second highest proportion among the groups of respondents with 25.4%. People with low spending levels mainly fall into the group of students and retirees/housewives - those who have little need to use or mainly use promotional SIM cards. (Table 4.3).
Table 4.3: Spending on mobile phone charges
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<100,000
212
25.4
25.4
25.4
100-300,000
406
48.6
48.6
74.0
300,000-500,000
147
17.6
17.6
91.6
>500,000
70
8.4
8.4
100.0
Total
835
100.0
100.0
The statistics in Table 4.3 are similar to the percentages in the NielsenMobile survey results (2009) with 73% of mobile phone users having medium spending levels and only 13% having high spending levels.
The survey results also showed that up to 31% ~ nearly one-third of respondents said they sent more than 10 SMS messages/day, meaning that on average they sent 1 SMS message for every working hour. Those with an average SMS message volume (from 3 to 10 messages/day) accounted for 51.1% and those with a low SMS message volume (less than 3 messages/day) accounted for 17%. (Table 4.4)
Table 4.4: Number of SMS messages sent per day
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<3 news
142
17.0
17.0
17.0
3-10 news
427
51.1
51.1
68.1
>10 news
266
31.9
31.9
100.0
Total
835
100.0
100.0
Similar to sending messages, those with an average message receiving rate (from 3-10 messages/day) accounted for the highest percentage of ~ 55%, followed by those with a high number of messages (over 10 messages/day) ~ 24% and those with a low number of messages received daily (under 3 messages/day) remained at the bottom with 21%. (Table 4.5)
Table 4.5: Number of SMS messages received per day
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<3 news
175
21.0
21.0
21.0
3-10 news
436
55.0
55.0
76.0
>10 news
197
24.0
24.0
100.0
Total
835
100.0
100.0
When comparing the data of the two result tables 4.4 and 4.5, we can see the reasonableness between the ratio of the number of messages sent and the number of messages received daily by the interview participants.
4.3 Current status of SMS advertising and Mobile Marketing
According to the interview results, in the 3 months from the time of the survey and before, 94% of respondents, equivalent to 785 people, said they received advertising messages, while only a very small percentage of 6% (only 50 people) did not receive advertising messages (Table 4.6).
Table 4.6: Percentage of people receiving advertising messages in the last 3 months
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
Have
785
94.0
94.0
94.0
Are not
50
6.0
6.0
100.0
Total
835
100.0
100.0
The results of Table 4.6 show that consumers in the inner city of Hanoi are very familiar with advertising messages. This result is also the basis for assessing the knowledge, experience and understanding of the respondents in the interview. This is also one of the important factors determining the accuracy of the survey results.
In addition, most respondents said they had received promotional messages, but only 24% of them had ever taken the action of registering to receive promotional messages, while 76% of the remaining respondents did not register to receive promotional messages but still received promotional messages every day. This is the first sign indicating the weaknesses and shortcomings of lax management of this activity in Vietnam. (Table 4.7)
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Assessing customer satisfaction with the quality of medical examination and treatment at Ba Ria General Hospital - 11 -
Statistical Table of Test Results of Classes 10A1 and 10A6

LIST OF TABLES
Page
Table 2.1. Tasks that can distinguish HBTK, SLTK and TDTK (delMas, 2002) 20
Table 2.2. Development model of SLTK (delMas, Garfield & Chance, 2001) 23
Table 2.3. Revised Bloom's Taxonomy (2001) applied to Mathematics 37
Table 2.4. MATH Thinking Taxonomy (Smith et al., 1996) 39
Table 2.5. Classification of MATH thinking with math topics 39
Table 2.6. Categories in the MATH thinking taxonomy (Smith et al., 1996) 40
Table 2.7. Classification of Mathematical Understanding in PISA (OECD, 2009a) 41
Table 2.8. General assessment scale of Medical Statistical Reasoning ability 44
Table 3.1. Set of task types in Medical Statistics 59
Table 3.2. Corresponding techniques for the task type involved in parameter estimation 65
1
Table 3.3. Corresponding techniques for task types T 1 μ , T 1 p , T 272
Table 3.4. Corresponding techniques for task types T , T pair , T , T , T
............. 73
2 μ 2
2 p 2 2
Anova
Table 3.5. Corresponding techniques for task types T phuhop , T doclap74
2 2
Table 3.6. Structure of the final exam of XS-TKYH course from 2014-2018 78
Table 3.7. Exam results of XS-TKYH subject of Y2 students, school year 2016-2017 79
Table 3.8. Standard scores for medical majors, Hue University of Medicine and Pharmacy from 2015-2019 80
Table 3.9. Statistics of National High School Math Exam scores of medical students 81
Table 3.10. Statistics of Math scores in the 2015-2017 National High School Exam 83
Table 3.11. Lecture and Lecture Objectives 86
Table 3.12. Detailed curriculum of XS-TKYH 89 course
Table 4.1. Two-dimensional matrix of three SLTKYH competencies and three competency clusters 103
Table 4.2. SLTKYH Competency Assessment Scale Description 104
Table 4.3. SLTKYH Competency Assessment Scale Explanation 107
Table 4.4. SLTKYH Prediction Competency Assessment Scale 109
Table 4.5. Lecture objectives corresponding to the levels of Medical Statistical Reasoning ... 112 Table 4.6. List of 14 problems with a medical clinical context 120
Table 4.7. Statistics of the number of targets corresponding to the level of Medical Statistical Inference 121
Table 4.8. Test matrix for assessing SLTKYH capacity Description (Matrix 1) 124
Table 4.9. Test matrix for assessing SLTKYH capacity (Matrix 2) 125
Table 4.10. Description of the test question set of Test 1 126
Table 4.11. Structure of the test questions of Test 2 127
Table 4.12. Description of the question set of Test 2 128
Table 4.13. Corresponding scale of Medical Statistical Reasoning level of matrix 1 .. 129 Table 4.14. Corresponding scale of Medical Statistical Reasoning level of matrix 2 .. 130 Table 4.15. Corresponding answer results for each objective multiple choice question 131
Table 4.16. Corresponding answer results for Question 7 of Test 2 132
Table 5.1. Percentage (%) of students achieving Medical Statistical Reasoning levels for Test 2 139
Table 5.2. Answers corresponding to question 7 of Test 2 141
Table 5.3. Answers corresponding to question 16 of Test 2 145
Table 5.4. Percentage (%) of students achieving Medical Statistical Reasoning levels for Test 1 145
Table 5.5. Percentage (%) of students answering correctly the questions on the reproduction level, reflected in Test 1 147
Table 5.6. Results of answers corresponding to question 1 of Test 1 149
Table 5.7. Answers corresponding to question 14 of Test 1 151
Table 5.8. Answers corresponding to question 15 of Test 1 153
Table 5.9. Test matrix for assessing SLTKYH capacity (Matrix 3) 162
Table 5.10. Description of the question set of Test 3 162
Table 5.11. Percentage (%) of students achieving Medical Statistical Reasoning levels for Test 3 163
Table 5.12. Corresponding answer results for question 4 of Test 3 167
Table 5.13. Answers corresponding to question 5 of Test 3 168
Table 5.14. Answers corresponding to question 15 of Test 3 171
PICTURE
LIST OF DRAWINGS, DIAGRAMS
Page
Figure 2.1. Three relatively independent defined regions with some interference 18
Figure 2.2. SLTK and TDTK contained in HBTK 19
Figure 2.3. Basic changes in the two versions of Bloom's taxonomy 36
Figure 2.4. Bloom's Taxonomy for Medical Statistical Reasoning 43
Figure 3.1. Questions in the XS-TKYH subject exam for the 2015-2016 school year 78
Figure 3.2. Distribution of Math exam scores of medical students in 2015 81
Figure 3.3. Distribution of Math exam scores of medical students in 2016 82
Figure 3.4. Distribution of Math exam scores of medical students in 2017 82
Figure 4.1. OECD/PISA (2009) Mathematization Process 101
Figure 4.2. Model for assessing SLTKYH capacity when solving real-life problems 102
Figure 5.1. Score distribution of Test 2 139
Figure 5.2. Student's answer to question 7 of Test 2 142
Figure 5.3. Distribution of the percentage of students achieving the SLTKYH levels for Test 1 146
Figure 5.4. Student 1's answer to question 1 of Test 1 151
Figure 5.5. Student 2's answer to question 1 of Test 1 151
Figure 5.6. Student 3's answer to question 1 of Test 1 152
Figure 5.7. Student 4's answer to task 1 of Test_thuchanh 159
Figure 5.8. Student 4's answer to task 2 of Test_thuchanh 160
Figure 5.9. Distribution of the percentage of students achieving the SLTKYH levels for Test 3 164
Figure 5.10. Student 5's answer to question 4 of Test 3 167
Figure 5.11. Student 6's answer to question 5 of Test 3 169
Figure 5.12. Student 7's answer to question 5 of Test 3 169
DIAGRAM
Figure 3.1. Types of medical research designs 54
CHAPTER 1
PROBLEM INTRODUCTION
1.1. Reasons for choosing the topic
Statistics is the science of collecting, analyzing, interpreting, and presenting data to find out the nature and regularities of natural and economic phenomena.
- society. Statistical science is based on statistical theory, in which the model of randomness and uncertainty is built on probability theory. According to Moore (1998) "Statistics is a general cognitive method that is applied wherever data, variation and chance appear. It is a fundamental method because data, variation and chance are everywhere in modern life. It is an independent discipline, with its own core ideas, rather than a branch of mathematics" .
Medical statistics (MST) is the science of statistics applied to the field of medicine, including medical research, clinical medicine and research on public health care (Tran Thi Dieu Trang, Tran Thuy Hien, 2015). Statistics have many important applications in diagnosis, treatment and especially scientific research in medicine. Medicine requires a sophisticated understanding of statistical evidence to understand, interpret and evaluate clinical trials, and probabilities to compare risks. A doctor when faced with a new discovery in medicine or a pharmacist when analyzing experiments needs to have basic statistical reasoning and thinking to guide their explanations. According to Ben-Zvi & Garfield (2004) described " Statistical reasoning is reasoning with statistical ideas and making statistical information meaningful ". In the treatment of cerebral infarction, for doctors, studying biological markers will be very helpful in early diagnosis, predicting the severity and risk of death for patients with cerebral infarction, especially when there is no brain damage on CT scan (Hoang Trong Hanh, 2015). Surveying the concentration of S100B protein and NSE serum of patients, from the collected results of the data sample, to consider whether these are useful markers in the diagnosis and treatment of cerebral infarction or not, it is necessary to perform Statistical Inference (SLTK).
1.1.1. The role of Medical Statistical Inference
In the training program of medical and pharmaceutical majors, statistical theory and probability are compulsory subjects for students in the first years of university. Starting from the 2013-2014 school year, the training program for health sciences majors has changed, there is no Advanced Mathematics subject, the Probability-Statistics subject is changed to Probability-Medical Statistics (XS-TKYH), in which the objectives and content of the subject also change to be more suitable for the characteristics of medical and pharmaceutical students and in the condition of having the support of SPSS statistical software, which is accessed in the Applied Informatics section.
In the era of information explosion, along with the strong development of information technology applications, teaching statistics should enhance students' awareness of data in daily life, prepare them with professional skills and the role of statistical reasoning becomes more and more important. Students also need to have a good understanding of the basic ideas of statistics to be able to summarize the information that is flooding their daily lives, need to think critically and make decisions based on that information. When it comes to Medical Statistical Inference (SLTKYH) or statistical reasoning in medicine, Moyé (2006) described "The essence of SLTKYH is the process of determining whether research results based on a sample can be extended, generalized to the whole or not" . SLTKYH focuses on the fundamentals of statistical thinking in medicine to decide when and how we can draw results from a sample and apply them to a population in the field of healthcare research.
In universities in general, and in medical universities in particular, one of the teaching goals that needs to be aimed at is to develop scientific research skills for students. That means teaching statistics must ensure the promotion of the application of the scientific method for most students, including abilities such as asking questions, selecting data, exploring and applying tools to interpret data, and the ability to communicate and exchange results . Statistics is linked to all aspects of the scientific method. To achieve these goals, according to Ben-Zvi & Garfield (2004), students need to understand and use the basic ideas of statistics at many different levels: First, there must be some level of competence, such as the ability to understand
basic ideas, terms, symbols and language of statistics, called statistical literacy (HBTK). Then, to become a “statistical citizen” and a “scientific researcher”, it is necessary to have more advanced levels of competence, such as the ability to explain, decide, reason, evaluate and make a decision about information . These skills are necessary for the process of SLTK and statistical thinking (TDTK).
1.1.2. Assessment – an important element of the teaching and learning process
In education, assessment is carried out at different levels, on different subjects and for different purposes. In the teaching and learning process in general, and in university teaching and learning in particular, student assessment is the direct task of lecturers. Students are both the object and the product, and at the same time the subject of the teaching and learning process. Therefore, student assessment has a particularly important position in the assessment of university education.
Evaluation is considered an inseparable part of the teaching and learning process but still has a certain independence from this process. Evaluation must be based on specific goals, programs and standards, not depending on the subjectivity of the teacher. Therefore, evaluation has an impact on adjusting and orienting the teaching and learning process. Evaluation with both qualitative and quantitative descriptions of student behavior along with more valuable comments related to the level of that behavior. Use the collected information to make decisions about further teaching, about the program, about activities. Decisions about evaluation results; decisions about the value of program results may involve recommendations for changes.
Assessment is considered an important factor in the teaching and learning process, not only for the purpose of scoring and classifying students, but more importantly, assessment is a good support tool in improving the quality and effectiveness of teaching and learning. Talking about the role of assessment in education, according to Lewy (1990), "Assessment, in many forms, can have a positive impact on the teaching and learning process". Assessment processes include assessment of knowledge, assessment of understanding, competencies and skills. Assessment helps promote learning by providing feedback. Useful assessments will help teachers adjust their teaching and provide students with more opportunities to demonstrate success in the learning process. For teachers, developing useful assessments can improve teaching and help students in the learning process.
1.1.3. Needs and trends of innovation in teaching Medical Statistics
Although there is an increase in demand for teaching statistical analysis, through the practice of teaching this subject to medical students for many years, we have found that for many students this is still a difficult and uninteresting subject. For teachers in the process of finding an effective teaching method, they have encountered a number of challenges. According to the traditional approach, teaching mainly revolves around basic knowledge, most of us focus on techniques, procedures, statistical calculation processes, without paying attention to statistical analysis; this has made statistics seem like a subject that mainly involves memorizing formulas, applying procedures, performing calculations and therefore seems to be less useful for students in life as well as in professional practice , especially with the strong development of applied statistical software as it is today. Reality also shows that assessment is used in teaching mainly for the purpose of scoring, classifying, and providing periodic feedback on students' learning. With such a purpose, assessment cannot promote its important role and position in teaching and learning. The exercises in the final exam of the TKYH course of students in the form of essays are simply at the level of reproducing, recalling, and demonstrating the ability of students to perform calculations and apply procedures accurately, and do not really reflect well the way students think, reason, and apply their knowledge.
Therefore, in our opinion, there is an urgent need for real reform and innovation in teaching and learning methods, as well as assessment methods in teaching and learning statistical analysis. Teaching and learning methods of statistical analysis for medical students need to be innovated in the direction of making students see the applications and be able to apply statistical knowledge to solve practical medical problems. Following the new trend in statistics education, researchers suggest that teaching statistics in general should focus on developing statistical analysis skills rather than calculation procedures and processes. Gal (2002) suggests that "statistics should be considered an overarching goal in teaching statistics". Thus, the goal of teaching statistical analysis needs to focus on developing statistical analysis skills for students. Especially, in an era where people increasingly use modern scientific and technological means, the ability to reason, think and solve problems (SP) becomes more urgent than before.



![Mobile Phone Usage in Hanoi Inner City Area
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- Test the relationship between demographic variables and consumer behavior for Mobile Marketing activities
The analysis method used is the Chi-square test (χ2), with statistical hypotheses H0 and H1 and significance level α = 0.05. In case the P index (p-value) or Sig. index in SPSS has a value less than or equal to the significance level α, the hypothesis H0 is rejected and vice versa. With this testing procedure, the study can evaluate the difference in behavioral trends between demographic groups.
CHAPTER 4
RESEARCH RESULTS
During two months, 1,100 survey questionnaires were distributed to mobile phone users in the inner city of Hanoi using various methods such as direct interviews, sending via email or using questionnaires designed on the Internet. At the end of the survey, after checking and eliminating erroneous questionnaires, the study collected 858 complete questionnaires, equivalent to a rate of about 78%. In addition, the research subjects of the thesis are only people who are using mobile phones, so people who do not use mobile phones are not within the scope of the thesis, therefore, the questionnaires with the option of not using mobile phones were excluded from the scope of analysis. The number of suitable survey questionnaires included in the statistical analysis was 835.
4.1 Demographic characteristics of the sample
The structure of the survey sample is divided and statistically analyzed according to criteria such as gender, age, occupation, education level and personal income. (Detailed statistical table in Appendix 6)
- Gender structure: Of the 835 completed questionnaires, 49.8% of respondents were male, equivalent to 416 people, and 50.2% were female, equivalent to 419 people. The survey results of the study are completely consistent with the gender ratio in the population structure of Vietnam in general and Hanoi in particular (Male/Female: 49/51).
- Age structure: 36.6% of respondents are <23 years old, equivalent to 306 people. People from 23-34 years old
accounting for the highest proportion: 44.8% equivalent to 374 people, people aged 35-45 and >45 are 70 and 85 people equivalent to 8.4% and 10.2% respectively. Looking at the results of this survey, we can see that the young people - youth account for a large proportion of the total number of people participating in the survey. Meanwhile, the middle-aged people including two age groups of 35 - 45 and >45 have a low rate of participation in the survey. This is completely consistent with the reality when Mobile Marketing is identified as a Marketing service aimed at young people (people under 35 years old).
- Structure by educational level: among 835 valid responses, 541 respondents had university degrees, accounting for the highest proportion of ~ 75%, 102 had secondary school degrees, ~ 13.1%, and 93 had post-graduate degrees, ~ 11.9%.
- Occupational structure: office workers and civil servants are the group with the highest rate of participation with 39.4%, followed by students with 36.6%. Self-employed people account for 12%, retired housewives are 7.8% and other occupational groups account for 4.2%. The survey results show that the student group has the same rate as the group aged <23 at 36.6%. This shows the accuracy of the survey data. In addition, the survey results distributed by occupational criteria have a rate almost similar to the sample division rate in chapter 3. Therefore, it can be concluded that the survey data is suitable for use in analysis activities.
- Income structure: the group with income from 3 to 5 million has the highest rate with 39% of the total number of respondents. This is consistent with the income structure of Hanoi people and corresponds to the average income of the group of civil servants and office workers. Those
People with no income account for 23%, income under 3 million VND accounts for 13% and income over 5 million VND accounts for 25%.
4.2 Mobile phone usage in Hanoi inner city area
According to the survey results, most respondents said they had used the phone for more than 1 year, specifically: 68.4% used mobile phones from 4 to 10 years, 23.2% used from 1 to 3 years, 7.8% used for more than 10 years. Those who used mobile phones for less than 1 year accounted for only a very small proportion of ~ 0.6%. (Table 4.1)
Table 4.1: Time spent using mobile phones
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Alid
<1 year
5
.6
.6
.6
1-3 years
194
23.2
23.2
23.8
4-10 years
571
68.4
68.4
92.2
>10 years
65
7.8
7.8
100.0
Total
835
100.0
100.0
The survey indexes on the time of using mobile phones of consumers in the inner city of Hanoi are very impressive for a developing country like Vietnam and also prove that Vietnamese consumers have a lot of experience using this high-tech device. Moreover, with the majority of consumers surveyed having a relatively long time of use (4-10 years), it partly proves that mobile phones have become an important and essential item in peoples daily lives.
When asked about the mobile phone network they are using, 31% of respondents said they are using the network of Vietel company, 29% use the network of
of Mobifone company, 27% use Vinaphone companys network and 13% use networks of other providers such as E-VN telecom, S-fone, Beeline, Vietnammobile. (Figure 4.1).
Figure 4.1: Mobile phone network in use
Compared with the announced market share of mobile telecommunications service providers in Vietnam (Vietel: 36%, Mobifone: 29%, Vinaphone: 28%, the remaining networks: 7%), we see that the survey results do not have many differences. However, the statistics show that there is a difference in the market share of other networks because the Hanoi market is one of the two main markets of small networks, so their market share in this area will certainly be higher than that of the whole country.
According to a report by NielsenMobile (2009) [8], the number of prepaid mobile phone subscribers in Hanoi accounts for 95% of the total number of subscribers, however, the results of this survey show that the percentage of prepaid subscribers has decreased by more than 20%, only at 70.8%. On the contrary, the number of postpaid subscribers tends to increase from 5% in 2009 to 19.2%. Those who are simultaneously using both types of subscriptions account for 10%. (Table 4.2).
Table 4.2: Types of mobile phone subscribers
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
Prepay
591
70.8
70.8
70.8
Pay later
160
19.2
19.2
89.9
Both of the above
84
10.1
10.1
100.0
Total
835
100.0
100.0
The above figures show the change in the psychology and consumption habits of Vietnamese consumers towards mobile telecommunications services, when the use of prepaid subscriptions and junk SIMs is replaced by the use of two types of subscriptions for different purposes and needs or switching to postpaid subscriptions to enjoy better customer care services.
In addition, the majority of respondents have an average spending level for mobile phone services from 100 to 300 thousand VND (406 ~ 48.6% of total respondents). The high spending level (> 500 thousand VND) is the spending level with the lowest number of people with only 8.4%, on the contrary, the low spending level (under 100 thousand VND) accounts for the second highest proportion among the groups of respondents with 25.4%. People with low spending levels mainly fall into the group of students and retirees/housewives - those who have little need to use or mainly use promotional SIM cards. (Table 4.3).
Table 4.3: Spending on mobile phone charges
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<100,000
212
25.4
25.4
25.4
100-300,000
406
48.6
48.6
74.0
300,000-500,000
147
17.6
17.6
91.6
>500,000
70
8.4
8.4
100.0
Total
835
100.0
100.0
The statistics in Table 4.3 are similar to the percentages in the NielsenMobile survey results (2009) with 73% of mobile phone users having medium spending levels and only 13% having high spending levels.
The survey results also showed that up to 31% ~ nearly one-third of respondents said they sent more than 10 SMS messages/day, meaning that on average they sent 1 SMS message for every working hour. Those with an average SMS message volume (from 3 to 10 messages/day) accounted for 51.1% and those with a low SMS message volume (less than 3 messages/day) accounted for 17%. (Table 4.4)
Table 4.4: Number of SMS messages sent per day
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<3 news
142
17.0
17.0
17.0
3-10 news
427
51.1
51.1
68.1
>10 news
266
31.9
31.9
100.0
Total
835
100.0
100.0
Similar to sending messages, those with an average message receiving rate (from 3-10 messages/day) accounted for the highest percentage of ~ 55%, followed by those with a high number of messages (over 10 messages/day) ~ 24% and those with a low number of messages received daily (under 3 messages/day) remained at the bottom with 21%. (Table 4.5)
Table 4.5: Number of SMS messages received per day
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<3 news
175
21.0
21.0
21.0
3-10 news
436
55.0
55.0
76.0
>10 news
197
24.0
24.0
100.0
Total
835
100.0
100.0
When comparing the data of the two result tables 4.4 and 4.5, we can see the reasonableness between the ratio of the number of messages sent and the number of messages received daily by the interview participants.
4.3 Current status of SMS advertising and Mobile Marketing
According to the interview results, in the 3 months from the time of the survey and before, 94% of respondents, equivalent to 785 people, said they received advertising messages, while only a very small percentage of 6% (only 50 people) did not receive advertising messages (Table 4.6).
Table 4.6: Percentage of people receiving advertising messages in the last 3 months
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
Have
785
94.0
94.0
94.0
Are not
50
6.0
6.0
100.0
Total
835
100.0
100.0
The results of Table 4.6 show that consumers in the inner city of Hanoi are very familiar with advertising messages. This result is also the basis for assessing the knowledge, experience and understanding of the respondents in the interview. This is also one of the important factors determining the accuracy of the survey results.
In addition, most respondents said they had received promotional messages, but only 24% of them had ever taken the action of registering to receive promotional messages, while 76% of the remaining respondents did not register to receive promotional messages but still received promotional messages every day. This is the first sign indicating the weaknesses and shortcomings of lax management of this activity in Vietnam. (Table 4.7)
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