A Comparative Study of Original Content on Chinese Video Streaming Portals

Research title

A comparative study of original content on the Chinese Video streaming portals

Research question

1. How much of the original content is featured on the video streaming portals?
2. Is the quality an aspect considered by Chinese video streaming portals?
3. What is the future of video streaming business in China?

Aims

1. To determine whether or not original content is featured on the video streaming portals
2. To evaluate if the aspect of quality production is considered by the Chinese video streaming portals
3. To quantify the future of video streaming business in China

Scope

This study will be conducted on four major Chinese video streaming portals, including YoukuTudou, IQiYi, Sohu TV, and LeTV5. The study aims at collecting data from users and owners of these portals. In addition, secondary sources useful to original content and Chinese video streaming websites will be evaluated. For easy analysis and presentation, graphs and tables will be utilised.

Research context

The main aim of this proposal is to create a theoretical scaffold to evaluate the quality of Chinese Video streaming portals. To realize this objective, it is critical to establish key issues that underlie Chinese Video streaming portals and how they play out on the global sphere. A research conducted at York University in 2012 conducted a study that stems on a proposed framework for evaluating a brand-linked UGC and to comprehend how the approach employed by an organisation could influence the brand sentiment across a continuum of media channels. A study by Dhar and Chang (2007), determined that the volume of blogs posted on a video clip has a direct impact on its future performances in terms of sales. A number of studies have been conducted on UGC; this research will also build on previous studies in the social media domain. The strategic choice theory will help guide the study towards a substantive end. While study endeavors to evaluate user generated content (UGC) in China, it is valuable to gather information on four main Chinese streaming video portals based on content quality, genre and users’ experience. This study will present a direct depiction of the challenges of video streaming platforms experience. Furthermore, the study would present the general assessment of original content used on video streaming portals in China. From content assessment, the study will provide a detailed summary of development of original content in this sector that would act as a foundation for these websites to expand further.

Research philosophy

Research philosophy is a process utilised in carrying a given research, and concentrates on the manner in which data evolves (Creswell, 2007). For that reason, it is important to understand how theory and ethics are connected. In research methods, there are different theories that will provide a meticulous recognition of original content used by Chinese video streaming portals. This study will embrace positivist research philosophy to assist the scholar to make an informed analysis of the gathered information. Subsequently, the research will revolve around past studies related to the original content and video streaming portals so as to answer the research question and aims of the study.

Research approach

In any given study, clarity of issues largely depends on the design of the study. In this regard, a study can be deductive or inductive. With inductive technique, the hypothesis is designed through observation (Bryman & Bell, 2003). Again, an inductive approach uses past studies that are useful to the topic being explored. In essence, it is employed as the basis of for past studies, which involves collection and assessment of prose. The use of past studies is important for this study since it presents some of inconsistencies associated with this study. When it comes to deductive approach, it entails testing theory by way of statistical software or excels (Hussey & Hussey, 1997). The aim of this study is to assess to determine whether or not the original content is featured on the video streaming portals; quality aspect of streaming portals; and the future of video streaming business in China, the scholar will use inductive as well as deductive research approaches to not only execute, but also organised the aim of this study. To increase understanding of various associated with original content and video streaming portals in China, the researcher will utilise traingulation. Therefore, this research will employ questionnaires to gather information.

Qualitative and Quantitative approaches

Accuracy of quantitative and qualitative methods relies on the topic being studied. As such, the scholar will use both techniques to provide a detailed understanding of original content used by Chinese video streaming portals. Nevertheless, qualitative and quantitative techniques are rather different. On one hand, quantitative technique was initially important in investigating natural occurrences in econometrics and arithmetic (Fisher, 2010). On the other hand, qualitative method was used in social sciences to investigate social-cultural condition (Creswell, 2007). Since this study aims to assess original content on Chinese video streaming portals, the quantitative and qualitative methods will be used. Qualitative will be used to collect relevant information while quantitative will be employed in the analysis of data.

Research strategy

Research strategy is the approach employed in answering the research questions. In addition, it entails the use of aims of the study and specifies useful sources employed in the research (Thomas, 2009). In this study, the scholar will use questionnaires to collect data on original content used by video streaming portals in China.

Methods

Primary data collection

Primary data will be collected using questionnaires. This is because; questionnaires will provide detailed information regarding original content and video streaming portals. Integrating primary data in a study is of great importance. In this case, primary data will provide an understanding of aspects under investigation.

Questionnaires

Questionnaires will be used in this study to collect data about original content on Chinese video streaming portals. It will be in form of structured interviews where the scholar will administer questionnaires either through the phone or face to face. Unlike interviews, questionnaires are extremely rigid, and this can be addressed through the provision of space where respondents give their views or choose from the provided choices. Based on this fact, the scholar will design the questionnaire appropriately.
During the development of the questionnaire, the scholar will concentrate on the research questions. Additionally, the scholar will perform a detailed assessment of past studies useful to original content and the Chinese video streaming portals in the questionnaire design. The scholar will provide an overview about the aim of the study. Again, the researcher will guarantee that respondents understand the ethical issues of this study. The questions will be devised in a way that they comprehensively answer the research questions. The scholar will use themes to categorise questions and make sure that they flow in a logical manner. To enhance comprehension, the questions will be clear and simple. The use of technical and scientific terms will be used in cases where the respondents recognise them. Furthermore, the scholar will not use leading queries, thus the scholar will provide the participants with a chance to provide their views on the type of content used by Chinese Video streaming portal. The scholar will perform a pilot question with classmates, colleagues or family members. This will be a crucial step in determining technical aspects present in the questionnaire such as whether they give rights views or miss out essential information (Berg, 2001).

Advantages of questionnaires

Questionnaires can enable a researcher to gather a huge amount of information from a large population within a short period and they are also cost-effective to perform (Sekaran, 2003). Data collected using questionnaires is quick as well as easier to measure using SPSS or excel software. Compared to other research strategies, questionnaire can analysed objectively. It also provides data, which is relevant when it comes to the development of new theories or hypothesis testing.

Disadvantages of questionnaires

With questionnaires it can be inadequate to understand particular types of information including behaviors and emotions. They also have low validity as it is intricate to know whether the participants are providing genuine views or not (Saunders, Lewis & Thornhill, 2003). Furthermore, there are levels of imposition on the scholar’s part, especially during development of the questionnaire by making individual assumptions and useful as well as irrelevant data. For that reason, the scholar may leave out important information. Owing to the fact that questionnaires largely use codes, they can be subjective (Anne, 2006).

Secondary data

Secondary data is useful because it provides relevant information to respond to the research questions (Neuman, 2011). In this regard, a meticulous assessment of secondary will be assessed with a detailed review of original content and Chinese video streaming portals. Essentially, this will be performed to recognise respondents’ views on this issue. A number of past studies on original content and video streaming websites will be gathered from online databases, journals while ensuring that they are relevant to the topic being explored. Furthermore, these sources will be validated to maximise reliability. While books are useful in providing a comprehensive comprehension of previous studies related to this study, the scholar will use the school library.

Sampling

Sampling is a vital step in performing a study because it helps the scholar to minimise the amount of information needed, which is in turn crucial in saving time (Nachmias & Nachmias, 2000). Owing to the fact that this study will use a small sample size, non-probability sampling procedure will be employed. This is due to the fact that it allows the scholar to indiscriminately choose the respondents till the required sample is fulfilled source. Non-probability sampling is appropriate for this study as information will be gathered in accordance with participants’ accessibility. Consequently, this sampling method will give the scholar a platform for gathering participants’ views on the quality of original content on Chinese video streaming portals; future of these portal; in a speedy and effective way. In this respect, the scholar will choose video streaming portals to include in this study. The scholar will therefore, use Chinese databases to select these firms. The scholar will interview 20 people from 4 Chinese video streaming portals including; YoukuTudou, IQiYi, Sohu TV, and LeTV.

Reliability and validity

In performing research, reliability indicates the level at which the information has the ability of presenting reliable results (Leedy & Ormrod, 2014). As such, to guarantee reliability of data the scholar will make sure that all secondary information sources are validated. Again, this information will be relevant to original content and Chinese video streaming portal. Unlike reliability, validity depicts the link between finding and reality (Trochim, 2001). Therefore, to increase the validity of this study, the scholar will focus on the research question when designing the questionnaire while assessing various secondary sources useful to the issues being studied. The scholar will also use quantitative as well as qualitative methods to ensure that the results are valid. The research questions will addressed in detail to demonstrate the type of content used by video streaming websites in China. Nonetheless, the scholar will be cautious while ensuring that inaccuracy related to the sampling is significantly reduced. In any study sampling errors occur due to the wrong section of sampling technique, therefore, the scholar will use non-probability sampling.

Outcomes

This study aims to determine whether or not the original content is featured on the video streaming portals and evaluate if quality aspect is considered during production. Therefore, the purpose of this study will be assessing if these websites take it account quality of content used in the production of programs or series. The current study investigates original content used by Chinese video streaming portals. Past studies have demonstrated video streaming portals have matured from coping foreign programs to providing original programs with quality production principles (Dijck, 2009). They hire experienced and skilled production teams and use good software. Moreover, quality and level of original content is rising remarkably (Tian & Sun, 2013; Luo & Li, 2015). The findings of these will be important in many respects. For instance, it will assist mass communication specialists to further investigate the type of content used in production. The study will also act as a platform for user-generated content providers to produce content that meets users’ expectations. It also presents these Chinese video streaming portals with new insights on how to producer quality programs. In that respect, the study will be carried out based on the research plan, which will be adhered to in order to provide adequate time for implementing the recommendations.

Research time table

2016 Month /Activity 1 2 3 4 5
Proposal writing
Writing Corrections
Proposal Defense
Data Collection
Data Analysis
Report Writing
Submission of Report
Finalization of Report

Ethical considerations

Research involves people, thus it is essential for the researcher to take into account ethical issues of the topic being investigated (Neuman, 2011). For a long period, some studies lead to emotional as well as physical torture on participants. For that reason, a study must comply with ethical standards of conducting a study. Some of the ethical considerations the scholar will guarantee include;
Informed consent; obtaining permission from participants is essential; hence, the scholar will make sure that they are aware of pros and cons related to the aims of this study. Moreover, the scholar will ascertain that participants voluntarily provide consent and confidentiality of their data

Confidentiality; This entails ensuring privacy of participants. In this regard, the scholar will use fake identities in reporting the finding. The information will be gathered anonymously; create substitute identities/names; and use of codes.
Data falsification; the BCU stipulates that research reports genuine information so as to avoid use of false findings despite the condition. Thus, the scholar will report accurate as well as ingenuous facts about the original content used by Chinese video streaming portals.
Equally, the scholar will not use false data to achieve the aims of this study.
Non-publication: This is another form of cooking data that violates research ethics. This occurs when the scholar leaves out certain information since it is not needed or fails to address the research questions (Gratton & Jones, 2004). In regards to this, the researcher will not employ outliers as they are significant scores external to the needed margin. Again, the researcher will not ignore insignificant results. This is because in certain cases, the significant results can be relevant to the topic being explored than significant results
Wrong data gathering approaches: The utilisation of inappropriate method to collect information is a violation of ethical issues in performing a study. Hence, the scholar will employ questionnaires to gather respondents’ opinions on the content used by video streaming portals in China.

References

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By admin in Essays on June 14, 2016