Chapter 2
CURRENT STATE OF MANAGEMENT OF EVALUATION ACTIVITIES
LEARNING RESULTS OF UNIVERSITY OF EDUCATION STUDENTS
ACCORDING TO THE COMPETENCY APPROACH
2.1. Organize a survey of the current situation
2.1.1. Survey objectives
The survey objective is to objectively assess the current status of assessment of learning outcomes and management of assessment activities of learning outcomes of pedagogical university students according to TCL to establish the practical basis of the topic.
2.1.2. Survey content
The survey content includes the following issues:
- Current status of assessment activities of learning outcomes of university students according to TCL;
- Current status of management of assessment activities of learning outcomes of university students according to
capacity access;
- The current status of factors affecting the management of evaluation activities
KQHT according to TCNL.
2.1.3. Survey subjects and locations
2.1.3.1. Survey subjects
- Management staff: Principal, Vice Principal, Heads of departments/ majors, Supervisors
Director of TTKT, DBCL Center;
- Teachers of faculties/ majors
- Students of all faculties/majors of Pedagogy
The survey subjects are distributed according to table 2.1 below:
Table 2.1. Distribution of votes by survey participants
Type of ticket
Number of votes received | |
Referendum for managers | 98 |
Opinion poll for teachers | 213 |
Student opinion poll | 620 |
Total | 931 |
Maybe you are interested!
-
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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Survey Subjects in Qualitative Research -
Distribution of Survey Forms by Type of Pig Farm -
Survey of drug interactions in outpatient prescriptions at Hue University of Medicine and Pharmacy Hospital - 1 -
Survey Subjects' Assessment of the Feasibility of Management Measures for Child Care and Education Activities at Social Protection Centers
2.1.3.2. Survey area
5 pedagogical universities and colleges with pedagogical faculties/majors: Hanoi National University of Education, Thai Nguyen National University of Education, Vinh University, Hue National University of Education, Ho Chi Minh City National University of Education.
The universities selected for the survey must meet the following criteria: 1) Be representative of teacher training institutions in the pedagogical education system in Vietnam; 2) Have training quality in different pedagogical fields (good, fair, average); 3) Have cities, plains, and midlands; 4) The number of schools must be sufficient to facilitate the survey (5 units).

Chart 2.1. Distribution of ballots by survey subjects in survey units
- Lecturers: We surveyed and collected opinions from 213 lecturers at the above 5 universities of education.
The qualifications and job titles of teachers (number: 213) are shown in table 2.2 as follows:
Table 2.2. Statistics on qualifications and titles of lecturers
Qualification, title
Quantity | Percentage | |
Level | ||
Associate Professor, Professor | 26 | 12.21 |
MSc, PhD | 147 | 69.01 |
Bachelor | 40 | 18.78 |
Title | ||
GV | 46 | 21.59 |
Main teacher | 142 | 66.67 |
Senior Teacher | 25 | 11.74 |
- Management staff:
Regarding the educational level and title of the surveyed managers, it is shown in the table.
2.3 as follows:
Table 2.3. Education level and title of managers
Qualifications and job title of
CBQL
Quantity | Percentage | |
Level | ||
Associate Professor, Professor | 22 | 22.45 |
Ths, TS | 76 | 77.55 |
Title | ||
Managers at all levels (departments, divisions) | 26 | 26.53 |
Assistant/Specialist (department, division) | 72 | 73.47 |
For students, we choose students from the third year of the following majors: Mathematics, Literature, English, Chemistry, Physics, Biology, History, Geography, Preschool, Physical Education, National Defense and Security... Of which, the number of third year students is 256, accounting for 41.29% and the number of fourth year students is 364, accounting for 58.71%.

Figure 2.2. Distribution of student survey forms by academic year
2.1.4. Survey methods and procedures
2.1.4.1. Survey by questionnaire
- Create 03 survey forms for managers, lecturers and students, including:
0 2 forms for managers and lecturers; 01 form for students.
The questions were developed based on the content of the assessment of the learning outcomes of the University of Education students and the management of the assessment of the learning outcomes of the University of Education students according to the TCL (mentioned in Chapter 1). The survey form limited the use of true-false questions, using Likert scale questions.
- Survey process:
The implementation of the survey is carried out in the following steps:
Step 1. Based on the research objectives and tasks of the topic, we
Identify and select the necessary criteria and indicators.
Step 2. Conduct a pilot survey, add updates and adjustments based on expert feedback. Then select a survey sample and conduct an expanded survey. Organize the distribution of survey forms.
Step 3. Collect, enter data and analyze descriptive data processing using SPSS software. Step 4. Analyze and evaluate data from survey forms. Organize testing.
Conducting survey and evaluating results. Processing test results and updating, supplementing and adjusting questionnaires that do not meet the requirements.
2.1.4.2. Survey by discussion and interview
The content of the discussion and interview topics focuses on the following issues:
1) Current status, advantages and difficulties in managing the assessment of learning outcomes of university students at present; 2) Assessments on the management of the assessment of learning outcomes of university students at present; 3) Assessments on solutions for managing the assessment of learning outcomes of university students at present; 4) Satisfaction level of managers, lecturers and students with the management of the assessment of learning outcomes of university students at present.
Interview process
Step 1. Meet directly with the person to be interviewed.
Step 2. Ask questions to discuss and conduct in-depth interviews about the information needed.
Step 3. Process the interview results through prepared questions, collect gestures, actions, words... recorded to have a basis for describing and analyzing the current situation.
2.1.5. Data processing method and rating scale
2.1.5.1. Data processing and analysis process
We use SPSS 22.0 software to describe, process and analyze data.
The process of describing, processing and analyzing data includes the following steps:
- Building a data processing model: Measurement data of each scale is combined into an overall structure based on the assumptions of the theoretical model ( see Appendix 3), using appropriate statistical operations to test the assumptions; sketching a picture of the management of assessment activities of learning outcomes according to the TCL in the University of Education with the strengths and weaknesses of each factor.
- Set up processing steps: Encoding, entering data into the computer, cleaning data, and processing calculations. In particular, the important step is cleaning data such as checking for errors due to data entry, eliminating suspicious cases, using specialized techniques to detect and eliminate abnormal scores due to various errors in the testing process.
Processing steps: Using descriptive statistical software SPSS: (1). Create data entry coding; (2). Enter forms; (3). Clean data; (4). Calculate scores; (5). Process calculations.
- Reliability assessment:
We use the method of assessing the level of correlation between questions in the same measurement domain (internal consistency methods), using the method of analyzing the reliability of cronbach alpha. This method assesses the reliability of the measurement based on calculating the variance of each question in each scale, the entire measurement, and calculating the correlation of the score of each question with the scores of the remaining questions on each scale and the entire measurement.
Cronbach's Alpha coefficient value level:
+ From 0.8 to close to 1: very good measurement scale;
+ From 0.7 to close to 0.8: good measurement scale;
+ From 0.6 and above: qualified measurement scale.
The results of the reliability analysis of the survey form measuring the management of assessment activities of learning outcomes according to the TCL in the University of Education ( see table 2.4 ) show that the sub-scales of this measurement have alpha reliability coefficients (for managers and lecturers from 0.72 to
0.84 - quite good and the reliability coefficient of the entire scale is 0.85 - quite high; for students from 0.75 to 0.87 - quite good and the reliability coefficient of the entire scale is 0.88 - also quite high).
Table 2.4. Reliability of the survey on the sample of managers, lecturers, and students
Subscales/scales
Alpha reliability (cronbach's alpha) | ||
Model of managers and teachers N= 311 | SV Model N= 620 | |
Competency Framework for University of Education Students (Competencies) | 0.84 | 0.87 |
Evaluation Activity (Activity) | 0.72 | 0.77 |
Evaluation Activity Management (Management) | 0.75 | 0.75 |
Influencing factors (Factors) | 0.79 | 0.83 |
Full scale | 0.85 | 0.88 |
- Calculate the average score of the tables according to the formula:

X =


In which: ( X is the average score, level score, is the number of people giving the score)
level
, N is the total number of respondents; ∑ is the total score of the respondents).
- Calculate the rank: Perform the Rank (number, ref, order) function of the Excel spreadsheet. Most of the questions in the thesis survey form use closed-ended questions, which is convenient for entering and analyzing data.
Based on the results of calculating the average value or calculating the rank of the data obtained, draw conclusions about the current situation.
2.1.5.2. Rating scale
Rate the results from the survey subjects at 5 levels, from 1 to 5.
Level of suitability: Not at all suitable; Not suitable; Neutral; Suitable; Completely suitable;
Application level: Very good; Good; Fair; Poor; Very poor;
Level of performance: Not at all often; Not often; Normally; Often; Very often.
Necessity level: Absolutely necessary; Necessary; Normal; Unnecessary
absolutely not necessary; absolutely not necessary.
Table 2.5. Evaluation scale of survey results of thesis contents
Value
medium
Level Fit | Level manipulate | Level complete | Level necessary | |
1.00 - 1.80 | Totally inappropriate | Not good at all | Completely not often through | Completely unnecessary |
1.81 - 2.60 | Not suitable | Not good | Are not frequent | No need design |
2.61 - 3.40 | Normal | Normal | Normal | Normal |
3.41 - 4.20 | Fit | Good | Frequent | Necessary |
4.21 - 5.00 | Completely Fit | Completely Very good | Completely frequent | Completely necessary |
2.2. Overview of surveyed pedagogical universities
The five universities of education selected for the survey are universities of education with a long history of establishment and development, are key universities in teacher training, always at the forefront of innovation in training programs, teaching methods, testing and assessment, have many theoretical and practical contributions to educational science, teacher training, especially in implementing Resolution 29 - NQ/TW on fundamental and comprehensive innovation of Vietnamese education. These are also pioneering educational institutions in innovation of assessment and management of assessment activities of learners' learning outcomes according to TCL, and are locations that meet the requirements of the thesis survey.
Hanoi National University of Education is a center for high-quality undergraduate and postgraduate training, research and application of educational sciences and multidisciplinary education, and is one of the key universities in the Vietnamese higher education system. Address: 136 Xuan Thuy Street, Dich Vong Hau Ward, Cau Giay District, Hanoi. Hanoi National University of Education was established on October 11, 1951 under Decree 276 of the Ministry of National Education of Vietnam. On December 10, 1993, under Decree 97/CP of the Government, Hanoi National University of Education I became a member school of the Vietnam National University, Hanoi. According to Decision 201/QDTTg dated October 12, 1999 of the Prime Minister, the National University of Education separated from the Vietnam National University, Hanoi to form Hanoi National University of Education. The school has 23 faculties and 2 affiliated departments, with a team of highly qualified and experienced staff and teachers in training.
Currently, the school is training 20 regular university majors, 52 master's majors and 45 doctoral majors. In recent years, Hanoi National University of Education has been one of the first and leading schools in innovation, synchronously implementing many solutions from team building, goals, content, programs, training methods and testing and assessment to innovation in thinking, training management methods and management of assessment activities of university students' learning outcomes according to TCNL.
Thai Nguyen University of Education. Address: No. 20, Luong Ngoc Quyen Street, Quang Trung Ward - Thai Nguyen City. Thai Nguyen University of Education, formerly Viet Bac University of Education, was established on July 18, 1966 under Decision No. 127/CP of the Government. In 1994, the Government established Thai Nguyen University, Viet Bac University of Education became the University of Education under Thai Nguyen University, one of the key schools training pedagogical majors in the Northwest and Northern Midlands. Thai Nguyen University of Education has affirmed its position in the system of pedagogical universities nationwide, with a growing team of teachers, meeting the requirements of current educational innovation. The school trains 13 doctoral majors, 26 master's majors, 29 university programs and programs granting certificates for training teachers, lecturers and educational managers (As of November 2020). As one of the pioneering teacher training schools in innovating training programs, teaching methods, testing and assessment according to TCNL.
Vinh University, address: 182 Le Duan Street, Vinh City, Nghe An Province. On July 16, 1959, the Minister of Education signed Decree No. 375/ND establishing Vinh Pedagogical University Branch. On August 28, 1962, according to Decision No. 637/QD of the Minister of Education, Vinh Pedagogical University Branch changed its name to Vinh Pedagogical University; On April 25, 2001, according to Decision No. 62/2001/QD-TTg signed by the Prime Minister, Vinh Pedagogical University changed its name to Vinh University. Vinh University is a leading center for teacher training, education research, basic science, application and technology transfer in the North Central region and the whole country. It is a national key university and a member of the ASEAN university network. Vinh University currently has 6 institutes (including 2 institutes of Pedagogy: Institute of Natural Pedagogy and Institute of Social Pedagogy); 7 training faculties (including 4 affiliated Pedagogy faculties), with 55 university training majors (including 15 Pedagogy training majors); 37 Master's training majors and 17 Doctoral training majors. In recent years, the University

![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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