In total, 20 respondents fromeach country were asked to explain their attitudes toward,
and experiences with, smartphones. Second, four focus groups composed of four to six
current and prospective users (two sessions per country) were organized, and group
interviews were conducted in which groups from the two countries discussed how they
currently use smartphones and what factorswould influence their use of the devices in the
future. The goals of the individual interviews and focus group sessions were to test and
synchronize theEnglish and Korean versions of the survey questionnaire, to identify items
missing from the model, and to gain a preliminary understanding of the factors that
impact usage behaviors. Third, based on the focus group sessions, a final survey
questionnaire was developed and iteratively refined through several comment rounds by
an expert panel consisting of professors, researchers, and smartphone experts. Prior to its
use, the questionnaire was cross-tested by bilingual speakers to exactly match the two
versions of the questionnaire.With these precautions, the possibility of participants filling out some questions without exactly understanding the content of the questions was minimized. Even so, pilot testswere conducted, and based on their outcomes, thewording of the questionnaire was reviewed and modified by three marketing professors
knowledgeable about quantitative research (Table I).
CCM
19,4
570