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DESIGNING RURAL CROPS MARKETING WEB APPLICATION:
VISUALIZING THE MARKET INTERACTIVELY FOR THE
CUSTOMER SIDE
YAMEN BATCH
UNIVERSITI UTARA MALAYSIA
2007
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Designing Rural Crops Marketing Web Application:
VisualizingtheMarket Interactively for the Customer Side
A thesis submitted to the Graduate School in partial fulfilment of the requirements
for the degree Master of Science (Information Technology)
Universiti Utara Malaysia
By
YAMEN BATCH
(Matric No: 87076)
YAMEN BATCH, 2007
All rights reserved
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v
PERMISSION TO USE
In presenting this thesis in partial fulfilment of the requirements for a
postgraduate degree from Universiti Utara Malaysia, I agree that the University
Library may make it freely available for inspection. I further agree that
permission for copying of this thesis in any manner, in whole or in part, for
scholarly purpose may be granted by my supervisor or, in his absence by the
Dean of the Graduate School. It is understood that any copying or publication
or use of this thesis or parts thereof for financial gain shall not be allowed
without my written permission. It is also understood that due recognition shall
be given to me and to Universiti Utara Malaysia for any scholarly use which
may be made of any material from my thesis.
Requests for permission to copy or to make other use of materials in this thesis,
in whole or in part, should be addressed to
Dean of Graduate School
Universiti Utara Malaysia
06010 UUM Sintok
Kedah Darul Aman.
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ABSTRAK
Kawasan pedalaman haruslah mendapat kemudahan yang terbaik. Penyediaan
kemudahan di kawasan pedalaman boleh dilakukan melalui penggunaan
kemudahan IT dan teknologi. Sektor pertanian adalah sebagai salah satu
sektor utama di kawasan pedalaman. Pengeluaran pemasaran pertanian di
kawasan pedalaman masih dilaksanakan dengan menggunakan kaedah
tradisional dan tidak mengamalkan penggunaan teknologi moden. Kajian ini,
memperkenalkan kaedah terbaru dalam pengeluaran pemasaran pertanian
berdasarkan kepada pemerhatian terhadap pemasaran hasil bumi di kawasan
pedalaman. Melalui kaedah ini, ianya dapat membantu dalam
mengembangkan pemasaran di kawasan pedalaman. Kajian ini adalah
berdasarkan kajian terhadap kawasan pedalaman di Changlun, Malaysia .
Masalah yang di hadapi di kawasan kajian adalah sebagai objek dalam
penambahbaikan kaedah dalam pengeluaran hasil pertanian dan bertujuan
untuk kajian dengan lebih lanjut.
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ABSTRACT
Rural areas need to have access to the most essential services, delivering
those services to rural areas can be done through the use of IT services and
technologies, picking the agricultural sector as one of the most important
sectors in rural areas, marketing agricultural produce in rural areas is still
achieved in traditional ways that do not employ the modern technology. This
study introduces a brand new method for marketing agricultural produce
online that depends on visualizing the rural crops market for customers; this
will help to expand the rural market. This study presents a prototype
application for the case of Changlun, Malaysia. The problems that the current
prototype has might be the object of further improvements and research
efforts.
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viii
ACKNOWLEDGEMENT
By the Name of Allah, the Most Gracious and the Most Merciful
First, I would like to express my appreciation to Allah, the Most Merciful
and, the Most Compassionate who has granted me the ability and willing to
start and complete this study. I do pray to His Greatness to inspire and enable
me to continue the work for the benefits of humanity.
After that, my most profound thankfulness goes to my supervisor Mr. Ahmad
Hisham Zainal Abidin for his scientifically proven and creativity encouraging
guidance and great support in this study.
Last, I wish to thank my Father, Mother who were always there for me by
giving everything they have, my brothers and sisters for their endless love
and support.
Thank you UUM.
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TABLE OF CONTENT
PERMISSION TO USE....i
ABSTRAK... ................ii
ABSTRACT................iii
ACKNOWLEDGEMENT ................. iv
TABLE OF CONTENTS.............v
LIST OF TABLES .............. ..vii
LIST OF FIGURES ......... viii
LIST OF ABBREVIATIONS ....... ix
CHAPTER 1: INTRODUCTION
1.1 Background....................................................................................................1
1.2 Problem Statement ........................................................................................ 4
1.3 Research Objectives ......................................................................................5
1.4 Scope Of The Study ...................................................................................... 6
1.5 Significance Of The Study ............................................................................ 6
1.6 Organization Of The Report.......................................................................... 6
1.7Summary............................................................................................. 7
CHAPTER 2:LITERATURE REVIEW
2.1 Rural Development with ICT........................................................................ 8
2.2 Agricultural Products Marketing using ICT ...............................................10
2.3 Web Application .........................................................................................13
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2.4 Web Marketing ................................................................................... 14
2.5 Visualizing the Market using ICT...............................................................17
2.6 Summary..18
CHAPTER 3:REASERCH METHODOLOGY
3.1 System Development Research Methodology ............................................19
3.2 Summary ..................................................................................................... 26
CHAPTER 4: FINDING AND DISCUSSION
4.1 System Design............................................................................................. 27
4.2 System Development .................................................................................. 32
4.3 Usabilty Testing ..........................................................................................37
4.4 Summary ..................................................................................................... 43
CHAPTER 5: CONCLUSION
5.1 Finding.44
5.2 Problems and Limitations ........................................................................... 45
5.3 Contribution of the Study.... 45
5.4 Future Work.....46
5.5 Summary......46
REFERENCES 48
APPENDIX A ...53
APPENDIX B ...56-59
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LIST OF TABLES
NO TITLE PAGE
3.1 GUI Requirements for the Web Application Prototype 25
4.1 Demographics Data Summary 38
4.2 Descriptive statistics for all dimensions 41
4.3 Summary of Statistics 41
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LIST OF FIGURES
NO TITLE PAGE
2.1 Telecenter Deployment Methodology 10
2.2 Architecture of Web application 14
2.3 Emerging Web Marketing Model 15
3.1 System Development Research Methodology 20
3.2 The Existing Framework 21
3.3 The conceptual Framework for the New System 22
3.4 System Architecture 23
4.1 UML Use Case Diagram 28
4.2 Sequence Diagram for the Admin Use Case(Product) 29
4.3 Sequence Diagram for the Admin Use Case(Farmer) 30
4.4 Sequence Diagram for the Customer Use Case 31
4.5 Entity Relationship Diagram 32
4.6 Prototyping System Development Methodology 32
4.7 Web based Prototype (Customer Module the image map) 36
4.8 Web based Prototype (Customer Module Product list) 36
4.9 Usability Testing Plan 37
4.10 Pie Chart (Gender) 39
4.11 Pie Chart (Occupation) 39
4.12 Pie Chart (Location) 40
4.13 Pie Chart (Usefulness) 42
4.14 Pie Chart (Clearness) 42
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LIST OF ABBREVIATIONS
APMC Agricultural Produce Marketing Committees
ASP Active Server Pages
ERD Entity Relationship Diagram
GUI Graphical User Interface
HTML Hypertext Markup Language
HTTP Hypertext Transfer Protocol
ICT Information and Communications Technology
IDE Integrated Development Environment
JSP Java Server Pages
UML Unified Modelling Language
WWW World Wide Web
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48
CHAPTER 1
INTRODUCTION
This chapter briefly explains the background of the study, in which the utilizing of web technology
in visualizing the agricultural produce market for customers will be discussed. The problem
statement, objectives, significance and scope of the study will also be introduced.
1.1 Background
Most communities in rural areas need to improve their state through having access to education,
transportation, telecommunication and many other services. "Promoting a dynamic business
environment in rural areas is the goal of rural development. Rural development is a mission by
helping rural individuals, communities and businesses obtain the financial and technical assistance
needed to address their various and unique needs." (USDA, n.d.). Delivering the essential services
to rural areas can be done through the use of IT services and technologies. As Passoz (1993) stated,
bringing high performance and friendly technology to rural and suburban areas is important strategy
for their economic growth.
In agreement with Amundsveen and Solvoll (2004), the agricultural produce sector has been one of
the most important components of rural areas economy. But according to Mwabu and Thorbecke
(2001), rural areas are still struck with challenges of low agricultural productivity, Ehui and Pender
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References
Amundsveen, R. & G. Solvoll (2005). Small-scale farming in rural areas:
logistical challenges with direct distribution. Research from Nordland
Research Institute.
Andersen, K. V., Horton, M., Fogelgren-Pedersen, A., Gunawardena, C.,
and Hodson, P. 2004. B2B e-commerce: agricultural export from China.
In Proceedings of the 6th international Conference on Electronic
Commerce (Delft, The Netherlands, October 25 - 27, 2004). M. Janssen,
H. G. Sol, and R. W. Wagenaar, Eds. ICEC '04, vol. 60. ACM, New
York, NY, 534-540.
Arshad, F. M., & Shamsudin, M. N. (1997). RURAL DEVELOPMENT
MODEL IN MALAYSIA. Retrieved Septemper 2 ,2007 from
www.econ.upm.edu.my/~fatimah/rural.pdf
Clark, B. Welcome to My Parlor. . .Market. Manage.(Winter 1997), pp.11
25.
Conallen, J. (2000). Building web applications with UML. The Addison-
Wesley Object Technology Series.
Cooper, Lee G. (1988), Competitive Maps: The Structure Underlying
Asymmetric Cross Elasticities, Management Science, 34 (6), 707-23.
Dossani, R., R. Jhaveri, and D. C. Misra. (2005). Enabling ICT for Rural
India. Research from Stanford University: 1- 75.
Ehui, S., & Pender, J. (2003). Resource Degradation, Low Agricultural
Productivity and Poverty in Sub-Saharan Africa: Pathways out of the
Spiral. Paper presented at the the 25th International Conference of
Agricultural Economists, Durban, South Africa.
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Figueiredo, M., M. Camara, and R.Sabin. (2006). Impact of the Insertion of
Modern Information and Communication Technologies in Brazilian
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Development, 2006. ICTD '06. International Conference on: 331-338.
Ganapathy, S., Ranganathan, C., & Sankaranarayanan, B. (2004 ).
Visualization strategies and tools for enhancing customer relationship
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Cheung, C. M. and Lee, M. K. 2005. Consumer satisfaction with internet
shopping: a research framework and propositions for future research.In
Proceedings of the 7th international Conference on Electronic
Commerce (Xi'an, China, August 15 - 17, 2005). ICEC '05, vol. 113.
ACM, New York, NY, 327-334.
Greenspan, J. & Bulger, B. (2001). MySQL/PHP database applications.
USA: M&T.
Hall, C. R. (2002). Direct Marketing Guide for Producers of Fruits,
Vegetables and other Specialty Products. Retrieved September 1, 2007,
from www.utextension.utk.edu/publications/pbfiles/PB1711.pdf
Hassan, S., & Li, F. (2003). UTILISING IGV APPROACH TO IDENTIFY
FACTORS AFFECTING WEB USABILITY, JICT Journal of ICT,Faculty of Information Technology ,Universiti Utara Malaysia 2(2), 23-
35.
Heeks, R. (1999). Information and communication technologies, poverty
and development. Development Informatics Working Paper Series
Working Paper No. 5 (ISBN: 1 9025 1826 8).
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95
Hoffman, D.L., Novak, T.P., & Chatterjee, P. (1995). Commercial scenarios
for the Web: opportunities and challenges. Journal of Computer-
Mediated Communication, 1 (3), 15-25.
Kling, A. (1994). The economic consequences of the World Wide Web.
Paper presented at the Second World Wide Web Conference: Mosaic
and the Web, Geneva, Switzerland.
Klotz, J.-C. V. (2002). How to Direct-Market Farm Products on the Internet.
Retrieved August 23 , 2007, from
www.ams.usda.gov/directmarketing/internetmarketingf.pdf
Kunz, W. (2007). Visualization of Competitive Market Structure by Means
of Choice Data, Institute of Marketing, Humboldt-Universitt zu Berlin,
Unter den Linden 6, D-10099 Berlin.
Matocq, G., E. Tapella, C. Cattaneo. (2001). INFORMATION SYSTEMS
FOR SMALL HOLDER AGRICULTURAL PRODUCERS: THE
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Muniafu, S. M., E. v. d. Kar, and J.V. Rensburg. (2005). An Environment
for E-Commerce and ICT Enabled Logistics Services in Rural Areas of
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Mwabu, G., & Thorbecke, E. (2001). Rural Development, Growth and
Poverty in AfricaJournal of African Economies, 13.
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255.
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xcix
SURVEY QUESTIONNAIRE
Survey questionnaire for
Objective
The objective of this survey is to measure the Usefulness and the User Interface Clearness of the
prototype
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A. DEMOGRAPHY
Please Kindly tick (), the relevant response:
Your gender?
Male [ ] Female [ ]
Your occupation?
Agriculture related Business [ ] Others [ ]
Your Location?
Urban area [ ] Suburban area [ ] Rural area [ ]
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ci
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cii
Please Kindly circle the best answer suited for you.
1 = Strongly disagree 2 = Disagree
3 = Neutral 4 = Agree
5 = Strongly agree
B. USEFULNESS
1. Using the prototype would enable
me to browse products more
quickly
1 2 3 4 5
2. Using the prototype would improve
my buying method
1 2 3 4 5
3. Using the prototype would
motivate me to buy using it
1 2 3 4 5
4. Using the prototype would enhance
the effectiveness of my buying
transaction
1 2 3 4 5
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5. Using the prototype would make it
easier to buy
1 2 3 4 5
6. I see the prototype useful
for me
1 2 3 4 5
C. CLEARNESS (USER INTERFACE)
7. I could differentiate between titles 1 2 3 4 5
8. The prototype is compatible while
browsing it
1 2 3 4 5
9. The prototype has menu of key
content in the main page
1 2 3 4 5
10. The prototype uses supportive
photos
1 2 3 4 5
11. The prototype has features of users'
feedback
1 2 3 4 5
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civ
12. The prototype a clear
structure
1 2 3 4 5
Thank you for your cooperation
APPENDIX B
THE PROTOTYPE (THE CUSTOMER MODULE)
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cv
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cvi
SELECT PRODUCT TYPE:
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cvii
VIEW MAP FOR A CERTAIN PRODUCT:
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cviii
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cix
VIEW PRODUCT LIST IN A CERTAIN AREA:
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