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_aCajanding, Caren, Toribio, Paulette Diane and Villanueva, Roberta Mara.
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_aAn Assessment Study of the Communication Strategies used by multi - level marketing companies in the Philippines /
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_cCaren Cajanding, Paulette Diane , and Roberta Mara Villanueva.
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_cMay 2010.46
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_c28 cm.
_a99 pp.
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_atext
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_aunmediated
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_aUndergraduate Thesis> (Bachelor in Mass Communication)- Pamantasan ng Lungsod ng Maynila, 2010.
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_aABSTRACT: This study assessed the communication strategies used by Multi-Level Marketing (MLM) companies in the Philippines. The researchers exploited communication strategies in terms of membership, recruitment, promotion of products, channels used or media, and customer preferences. The primary respondents of this study are the key informants of the selected MLM companies that are members of the Direct Selling Association of the Philippines. Another 100 randomly selected members of MLM companies were utilized as secondary source of data for the customer preferences. The researchers formulated two separate survey questionnaires for the respondents. These served as the primary source in gathering the data. The first set of survey questionnaires was used for the 10 MLM companies and then from the tallied and encoded data using a matrix, the second set of survey questionnaires for 100 randomly selected MLM companies was constructed. Mc Namara Six Points Factor helped the researchers to analyze the results from the survey questionnaires and to identify the range and differences of the communication strategies present in every company.
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