Experimental results of lesson 1
80
60.1
60
49.8
39
40
22.5
17.4
20
0
4.8
6.4
0
Weak
Medium
Rather
Good
Classification
Experimental group Control group
Percentage
Figure 4.1. Graph showing experimental results of exercise 1
* Experimental results of exercise 2
- How to collect results: Test 15 minutes after finishing the lesson
- Test content: The test is designed to have 10 questions, including 2 essay questions and 8 experimental questions. Specifically (Test questions in Appendix)
- The specific experimental results are as follows:
Table 4.7. Test score table for experimental test number 2
School
Class | Number of students | Check Point |
| S | t d | tα | |||||||
4 | 5 | 6 | 7 | 8 | 9 | 10 | |||||||
High School Do Luong 1 | TN | 46 | 0 | 4 | 8 | 14 | 10 | 8 | 2 | 7.35 | 1.32 | 2.19 | 1.99 |
Address | 44 | 2 | 5 | 14 | 11 | 7 | 4 | 1 | 6.73 | 1.37 | |||
High School Nghi Loc 2 | TN | 45 | 0 | 4 | 5 | 12 | 15 | 7 | 2 | 7.49 | 1.27 | 3.59 | 1.99 |
Address | 45 | 3 | 7 | 12 | 13 | 7 | 3 | 0 | 6.51 | 1.31 | |||
High School Le Viet Thuat | TN | 45 | 0 | 3 | 7 | 15 | 12 | 6 | 2 | 7.38 | 1.23 | 2.17 | 1.99 |
Address | 43 | 1 | 5 | 14 | 10 | 9 | 3 | 1 | 6.79 | 1.3 | |||
High School Ky Son Private Enterprise | TN | 28 | 0 | 2 | 4 | 10 | 9 | 2 | 1 | 7.29 | 1.15 | 2.69 | 1.99 |
Address | 30 | 3 | 6 | 7 | 7 | 5 | 2 | 0 | 6.37 | 1.42 | |||
High School Hoang Mai | TN | 43 | 0 | 2 | 6 | 14 | 13 | 6 | 2 | 7.49 | 1.18 | 2.98 | 1.99 |
Address | 45 | 2 | 7 | 10 | 14 | 9 | 2 | 1 | 6.69 | 1.33 | |||
High School Thanh Chapter 1 | TN | 46 | 0 | 3 | 6 | 15 | 16 | 5 | 1 | 7.37 | 1.12 | 2.47 | 1.99 |
Address | 42 | 2 | 7 | 4 | 19 | 7 | 3 | 0 | 6.74 | 1.27 | |||
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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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Statistical Table of Test Results of Classes 10A1 and 10A6 -
Test Results Statistics Table of Classes (Members) -
Field Test Results Table of Internal Course Test -
Ranking Results Comparison Table
Table 4.8. Table of grading ratio of test results of experimental test number 2
School
Class | Number of students | Classification | |||||
Weak | TB | Rather | Good | ||||
Do Luong 1 High School | TN | 46 | SL | 0 | 12 | 24 | 10 |
% | 0 | 26.1 | 52.2 | 21.7 | |||
Address | 44 | SL | 2 | 19 | 18 | 5 | |
% | 4.5 | 43.2 | 40.9 | 11.4 | |||
Nghi Loc 2 High School | TN | 45 | SL | 0 | 9 | 27 | 9 |
% | 0 | 20 | 60 | 20 | |||
Address | 45 | SL | 3 | 19 | 20 | 3 | |
% | 6.7 | 42.2 | 44.4 | 6.7 | |||
Le Viet Thuat High School | TN | 45 | SL | 0 | 10 | 27 | 8 |
% | 0 | 22.2 | 60 | 17.8 | |||
Address | 43 | SL | 1 | 19 | 19 | 4 | |
% | 2.3 | 44.2 | 44.2 | 9.3 | |||
Ky Son Ethnic Minority High School | TN | 28 | SL | 0 | 6 | 19 | 3 |
% | 0 | 21.4 | 67.9 | 10.7 | |||
Address | 30 | SL | 3 | 13 | 12 | 2 | |
% | 10 | 43.3 | 40 | 6.7 | |||
Hoang Mai High School | TN | 43 | SL | 0 | 8 | 27 | 8 |
% | 0 | 18.6 | 62.8 | 18.6 | |||
Address | 45 | SL | 2 | 17 | 23 | 3 | |
% | 4.4 | 37.8 | 51.1 | 6.7 | |||
Thanh Chuong 1 High School | TN | 46 | SL | 0 | 9 | 31 | 6 |
% | 0 | 19.6 | 67.4 | 13 | |||
Address | 42 | SL | 2 | 11 | 26 | 3 | |
% | 4.8 | 26.2 | 61.9 | 7.1 | |||
Synthetic | TN | 253 | SL | 0 | 54 | 155 | 44 |
% | 0 | 21.3 | 61.3 | 17.4 | |||
Address | 249 | SL | 13 | 98 | 118 | 20 | |
% | 5.2 | 39.4 | 47.4 | 8 | |||
Table 4.9. Parameters for testing the test results of experimental test number 2
Class
N | Parameters | |||||
| S | V | t d | tα | ||
TN | 253 | 7.40 | 1.21 | 16.35 | 6.61 | 1.96 |
Address | 249 | 6.65 | 1.32 | 19.85 | ||
Figure 4.2. Graph showing experimental results of exercise 2

4.4.7 General comments on pedagogical experiments
Through conducting experiments along with a number of measures conducted in parallel before and after the experiment such as: discussion, interviewing teachers, observation, class observation, and questionnaire after the end of the experimental period on organizing teaching with historical relics in the locality in Nghe An, we found that:
- Compared to regular classes, organizing teaching with local DTLS with the above mentioned teaching methods helps the lessons avoid boredom, students are able to brainstorm, be active, and be attracted to solving problems... Thereby, their abilities are nurtured and affirmed.
From the above results, we can confirm that organizing teaching with local LS DT in LS lessons in class is more effective than applying conventional teaching methods. This effectiveness is demonstrated not only in terms of sharing, exchanging, observing, and qualitative class observation, but also verified by testing and comparing reality, with the results that students achieve good and excellent scores and limit students with weak and average scores in the experimental class. In addition to the overall indicators, specific indicators also reflect the results, specifically:
- S (standard deviation) and V (coefficient of variation) of the experimental class are always smaller than those of the control class. This value shows that the dispersion of scores around the mean value of the experimental class is less than that of the control class.
- td ( the value of the Student t-test) is always greater than tα (the critical value of t at the 95% confidence threshold - look up the Student distribution table value. This proves that the test is meaningful, in other words, organizing history teaching with DTLS locally in Nghe An has brought about effectiveness.
From the results of the first test, we can construct a score distribution table as shown in Table 3.1 and find the average value (X), the standard deviation value (S), we calculate according to the formula to get t d and compare t d with t α , we always see that t d > t α , the difference in average score between the experimental group and the control group in each school or considering all schools is a statistically significant difference.
Thus, the introduction of local historical events into subject teaching has a clear effect. It not only affects the formation of knowledge for students but also has educational and development significance for students. In particular, they help narrow the gap between knowledge and the practical life of localities. Students understand historical events, achievements of local people combined with the common historical events of the nation, so they love their homeland more. That is the basis for developing capacity and forming patriotism and other good civic qualities.
STUDENT DISTRIBUTION TABLE
K: Degrees of freedom; k = n 1 + n 2 - 2
- P(Tk > t) = P: One-way test
- P(Tk > t or Tk < -t) = P: Two-way test (P is the expressed level of certainty)
k
P | |||||||
0.10 | 0.05 | 0.025 | 0.01 | 0.005 | 0.001 | 1 direction | |
0.20 | 0.10 | 0.05 | 0.02 | 0.01 | 0.002 | 2 directions | |
1 | 3,078 | 6,314 | 12,706 | 31,821 | 63,821 | 318,313 | |
2 | 1,886 | 2,920 | 4,303 | 6,965 | 9,925 | 22,327 | |
3 | 1,638 | 2,353 | 3,812 | 4,541 | 5,814 | 10,215 | |
4 | 1,533 | 2,132 | 2,776 | 3,747 | 4,604 | 7,173 | |
5 | 1,476 | 2,015 | 2,571 | 3,365 | 4,032 | 5,893 | |
6 | 1,440 | 1,943 | 2,447 | 3,143 | 3,707 | 5,208 | |
7 | 1,415 | 1,895 | 2,365 | 2,998 | 3,499 | 4,785 | |
8 | 1,397 | 1,860 | 2,306 | 2,896 | 3,355 | 4,501 | |
9 | 1,383 | 1,833 | 2,262 | 2,821 | 3,250 | 4,297 | |
10 | 1,372 | 1,812 | 2,228 | 2,764 | 3,169 | 4,144 | |
11 | 1,363 | 1,796 | 2,201 | 2,718 | 3,106 | 4,025 | |
12 | 1,356 | 1,782 | 2,179 | 2,681 | 3,055 | 3,930 | |
13 | 1,350 | 1,771 | 2,160 | 2,650 | 3,012 | 3,852 | |
14 | 1,345 | 1,761 | 2,145 | 2,624 | 2,977 | 3,787 | |
15 | 1,341 | 1,753 | 2,131 | 2,602 | 2,947 | 3,733 | |
16 | 1,337 | 1,746 | 2,120 | 2,583 | 2,921 | 3,686 | |
17 | 1,333 | 1,740 | 2,110 | 2,567 | 2,898 | 3,646 | |
18 | 1,330 | 1,734 | 2,101 | 2,552 | 2,878 | 3,611 | |
19 | 1,328 | 1,729 | 2,093 | 2,539 | 2,861 | 3,579 | |
20 | 1,325 | 1,725 | 2,086 | 2,528 | 2,845 | 3,552 | |
21 | 1,323 | 1,721 | 2,080 | 2,518 | 2,831 | 3,527 | |
22 | 1,321 | 1,717 | 2,074 | 2,508 | 2,819 | 3,505 | |
23 | 1,319 | 1,714 | 2,069 | 2,500 | 2,807 | 3,485 | |
24 | 1,318 | 1,711 | 2,064 | 2,492 | 2,797 | 3,467 | |
25 | 1,316 | 1,708 | 2,060 | 2,485 | 2,787 | 3,450 | |
26 | 1,315 | 1,706 | 2,056 | 2,479 | 2,779 | 3,435 | |
27 | 1,314 | 1,703 | 2,052 | 2,473 | 2,771 | 3,421 | |
28 | 1,313 | 1,701 | 2,048 | 2,467 | 2,763 | 3,408 | |
29 | 1,311 | 1,699 | 2,045 | 2,462 | 2,756 | 3,396 | |
30 | 1,310 | 1,697 | 2,042 | 2,457 | 2,750 | 3,385 | |
40 | 1,303 | 1,684 | 2,021 | 2,423 | 2,704 | 3,307 | |
60 | 1,296 | 1,671 | 2,000 | 2,390 | 2,660 | 3,232 | |
120 | 1,289 | 1,658 | 1,980 | 2,358 | 2,617 | 3,160 | |
∞ | 1,282 | 1,645 | 1,960 | 2,326 | 2,576 | 3,090 | |
From the above results, we can confirm that organizing teaching of subjects with DTLS in the locality is more effective than applying conventional teaching methods. This effectiveness is demonstrated not only in terms of sharing, exchanging, observing, and qualitative class observation, but is verified by testing and comparing the actual results of students achieving good and excellent scores and limiting students with weak and average scores in the experimental class. In addition to the overall indicators, specific indicators also reflect the results, specifically:
- S (standard deviation) and V (coefficient of variation) of the experimental class are always smaller than those of the control class. This value shows that the dispersion of scores around the mean value of the experimental class is less than that of the control class.
- td ( the value of the Student t-test) is always greater than tα (the critical value of t), which proves that the test is meaningful. In other words, organizing history teaching with DTLS locally in Nghe An has brought about effectiveness.
* *
*
Thus, in chapter 4 of the thesis, based on specific requirements, with specific SP measures that we have proposed, it shows that: if we increase the use of local DTLS resources in teaching ethnic history lessons in class, it will contribute to improving the quality of teaching the subject, meeting the subject objectives in high schools.
The above SP measures are suggestions for teachers to refer to when teaching the above LS course in grade 12 at high schools in Nghe An province.
We have conducted a full SP experiment in 06 high schools in Nghe An province to verify the feasibility of the above pedagogical measures. The experimental results show that the SP measures proposed in our chapter 4 are feasible. That shows that these measures can be deployed and applied to high schools in Nghe An province to contribute to improving the quality and effectiveness of History teaching.
CONCLUDE
1. Located in the Central strip of the country, with harsh climatic conditions, Nghe An is a special land - a place that bears the deep imprint of many different historical periods. From primitive times to the later ups and downs of the country's development, Nghe An has many different roles in the historical process of the nation. It is a place with traces of primitive people, a borderland, a fierce fighting area in feudal times. Especially later, in the two great resistance wars of the nation (against the French and the Americans), this is the land that contributed greatly in terms of human resources and resources to the overall victory of the nation. With that historical characteristic, Nghe An is the birthplace of many famous people, outstanding revolutionaries, and the place where many important historical events took place.
Therefore , Nghe An has a dense system of historical relics, interwoven with periods, containing many values. The historical relics here belong to many types and periods. They are a rich and valuable source of materials for teaching history in high schools - especially the period of Vietnamese history from 1919 - 2000 in the History program for grade 12 high schools. Organizing teaching with local historical relics in Nghe An has great significance and effect. They help to perfect the knowledge of ethnic history and local history for students. They also effectively support the training of many necessary learning skills. And from there, they create qualities and values for students - the future generation of the country.
2. The problem of organizing history teaching with local DTLS in teaching the subject in high schools today, although there are still many difficulties, if teachers apply different forms of teaching organization to teach History with these DTLS, it will contribute to creating interest and improving the quality of teaching History. The forms of internal and external teaching are very diverse, can be organized right in the classroom or right at historical relics with lessons on ethnic history or lessons on local history. From those forms, depending on the conditions of each specific school, teachers need to think and flexibly apply different pedagogical measures so that the organization of teaching the subject with local DTLS can bring out the highest effect.
3. Based on determining the content of ethnic history knowledge, the local ethnic history system can exploit as well as specific forms of organization and teaching methods.
LA conducted TNSP to verify the feasibility of the topic. Results of the activity
The experimental work has initially confirmed the effectiveness of the pedagogical measures that we have proposed. The above research results of LA will contribute to improving the quality of teaching Vietnamese history at high schools in Nghe An province. The above results are also a source of reference for subject teachers as well as students of History Education at Vinh University.
5. From that we have some recommendations as follows:
- The Ministry of Education and Training needs to request localities to increase the inclusion of heritages, including local historical relics, into historical teaching activities in high schools. The Ministry of Education and Training and the Department of Education and Training need to coordinate with agencies such as the Department of Culture, Sports and Tourism, local levels, departments and branches to research, publish guidance documents, establish electronic information channels... about local historical relics for teachers and students to use as a source of documents. The Ministry of Education and Training, together with the Department of Education and Training of Nghe An, need to open professional training courses to help teachers organize well teaching activities with local historical relics.
- Board of Directors at high schools in the province need to clearly understand the role and significance of organizing History teaching with local historical relics and pay attention to investing funds to organize activities such as: sightseeing, organizing gala, research contests... Schools need to use times such as flag salute, holidays... to remind students about the closest historical relics related to the school and the locality. Thereby, helping students form a sense of respect and arouse their awareness of learning about local historical relics.
- The effectiveness of organizing teaching of subjects with local DTLS depends largely on teachers. They must overcome difficulties, pioneer and spread the excitement of studying local DTLS to their students. Teachers must be passionate about their profession, have capacity, solid expertise, apply appropriate forms and pedagogical measures to organize teaching of subjects with local DTLS. Teachers need to create maximum conditions for students to actively participate in the process of exploring, researching as well as protecting local DTLS. From there, help students develop skills and form and perfect moral qualities for them - the future generation of the country.


![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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