Professional Documents
Culture Documents
Research Proposal
Introduction
Both leisure and non-leisure activities such as reading, listening to music, watching
video, communicating with friends, learning and business are replaced or reduced by
Internet surfing and online game (Roger et al 2005). It seems that the Internet has
changed the way people spend their time and also changed their habits. In addition, Roger
(2005) concluded that more than any other leisure activities, watching television are the
top activity that the Internet displace. Based on the research findings of Liebowitz and
Zentner (2009), they also asserted that the rise of Internet use reduce television viewing.
They found that the impact of the Internet on television consumption depends on
purposes and people who use it. Nie (2002) has another aspect which is the impact of
Internet on people’s daily lives as well as their social interaction. Nie (2002) said ‘the
more hours people use the internet, the less time they spend with human beings’. He also
found that there is 60% of regular Internet users in America spend less time in watching
TV and the rest said their reading newspaper habit reduced.
Due to the changes in media consumption, some industries have to update the changes in
order to fit with their business and communication strategies. In this research, the study
focuses on how the Internet affect on TV watching behavior of young people in Vietnam
market so that people know how to use appropriate media to target audience. In addition,
the research will improve my knowledge about the media change and the media
consumption of target publics so that I could apply them on my future career in
communication and marketing activities. This research provides different aspects and
findings from different social scientists and researchers on how the Internet impact on
television watching habit.
There are three parts for this research paper. The first part is about the ideas, thoughts and
findings of previous research. The second part is the methodology to investigate the issue
by using questionnaire survey on paper based among young people in several areas. The
final part will be discussion and interpretation about the results and findings.
Literature review
After researching, I found that there are many authors doing research about the topic
which provide research results, findings and measurement on the Internet on people’s
social activities including television watching behavior. However, there are just a few
people doing research focusing only the impact of the Internet on television watching
habit. In this section, I will demonstrate different ideas and findings from previous
research and explain how this study relates to or differs from those previous works. This
section divided into three categories-the Internet use reduce the time spend on television
viewing; the Internet has no or just a little impact on television viewing and the Internet
also affects on other daily activities.
Through the literature review, we have a general idea how the internet impact on
television watching habit as well as other daily activities in several countries. However,
the studies are just based on the results collected from developed countries, such as
America and Japan. Therefore, I want to know how the Internet impact of TV watching
habit in developing country, especially in Vietnam. Here is the research question that I
want to figure out through the survey to get an idea about the impact of Internet us on
young Vietnamese.
Proposed methodology
Participants
The participants are young people ages from 18-35 living in HCMC. The participants
income or their parents income is from middle level.
Procedure
I will keep questionnaires short and easy to answer so that it is easy for participants to fill
in. To avoid their hesitation, I will not put sensitive questions into the survey. Moreover,
I will explain the survey is used for university research study, why I need them to fill in.
After collecting the data, I will analyze them and use them to answer my research
question.
Timeline
I will create the questions for the survey in week 7 and get approval from instructor. Next
step, I will start to collect the data in week 8. After finishing the data collection, I will
analyze and interpret the findings in week 9. Finally, I will do the discussion about the
result findings by the end of week 10.
References
Housing, Electricity, Access to Safe Drinking Water, Sanitary and Internet, section 8,
Vietnam General Statistic Office, viewed 26th March 2010,
http://www.gso.gov.vn/Default.aspx?tabid=217
Kraut, R et al (2008), ‘Examining the Impact of Internet Use on TV viewing’, viewed 25th
March 2010, <http://www.cs.cmu.edu/~kraut/RKraut.site.files/articles/Kraut04-
ExaminingInternetUseTV_Viewing.pdf
Liebowitz S and Zentner A (2009), ‘Does Internet Use Reduce Television Viewing?’,
viewed 25th March 2010,
<http://ses.telecom-paristech.fr/econict/Papers/internetimpactontvtelecomparis.pdf>
Nie N and Hillygus D (2002), the Impact of Internet Use on Sociability: Time Diary
Findings, IT & Society, viewed 25th March 2010,
<http://www.stanford.edu/group/siqss/itandsociety/v01i01/v01i01a01.pdf>
Nguyen (2007), Internet in Vietnam for 10 years, Laodong newspaper, viewed 25 th March
2010, <http://www.laodong.com.vn/Home/Muoi-nam-Internet-o-Viet-
Nam/200711/63514.laodong
O’Toole K (2010), Study offers early look at how Internet is changing daily life, Stanford
News Service, viewed 25th March 2010,
<http://news.stanford.edu/pr/00/000216internet.html>
Yumiko H and Maki S, ‘Internet Users and Television’, viewed 25th March 2010,
<http://www.nhk.or.jp/bunken/english/pdf/030201-03.pdf>