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Research proposal

Topics to be presented
Company introduction Back ground of the problem Research objectives Hypothesis Research design How will we do it? Sampling technique

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Topics to be presented

Sample size Respondents profile Instrument Resources required Time period Budget

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Samsung

Introduction

Samsung Electronics has been a leader of technological and social change and development for the past 30 years. They have continued to transform their ways of doing business, developing new technology, cultivating human resources and taking the lead in digital convergence. The 21st century marks a new starting point for Samsung Electronics' second 30 years of doing business. Samsung Electronics manages four strategic businesses in the following fields: Home, Mobile, Office Network and Core Components.

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Cont,d

Samsung Electronics has 24 production subsidiaries, 35 sales subsidiaries and 20 branch offices around the world including North America, Europe, Southeast Asia, Central Asia, China, the CIS and Latin America Samsung Electronics' brand value is 6.4billion USD (2001). Samsung entered Pakistani market in 1993. Digital World Pvt limited has taken country dealership in 1999. Factory of the Samsung is in Rawalpindi.

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Background of the problem

Samsung had conducted a brand equity survey and is intending to launch a new advertising campaign for its new mobile phone line. To validate the previous findings and inquire about the possibilities of the upcoming efforts effectiveness they are conducting this research.

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SGH-T100

SGH-N620

SGH-R220

SGH-M100

SGH-A110

SGH-N200

SGH-A100

SGH-N100

SGH-A400

SGH-A300

SGH-A200

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Research objectives
Inquire about Awareness of the Samsung mobile phone advertising and to what level the awareness has risen. To check the effectiveness of the Samsung mobile phone advertising To check the understanding of the Samsung mobile phones ads.

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Statement of the problem

To analyze the advertising effectiveness of Samsung mobile phone and also study the consumers perception about the Samsung advertising.

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Hypothesis

We assume that 80% of the respondents are aware of the advertising of the Samsung.

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Research design

Descriptive research

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How will we do it?

First we analyze the brand awareness of the Samsung mobile phones, like out of total respondents how many respondents are actually aware of the Samsung mobile phones. After awareness analysis we will measure the importance of advertising in purchase decision of the mobile phone. We will analyze What is the Influence of advertising in purchase decision of the mobile phone

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How will we do it?

We will study the overall trend of the market and analyze what are the upcoming needs of the segment. We will be trying to find out the media vehicle preferences.

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Sampling technique

We are using Non-probability sampling in which we will use Convenience sampling

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Sample size

100 respondents

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Respondents profile

50 males 50 females Social class A and B

Age (16-35) Age (18-35)

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Instrument
Questionnaire Sample questions Q#1 when you think of mobile phone which brand comes to your mind first? (a) ___________ (b) ___________ (c) ___________ (d) ___________

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Q#2 when you think about advertising for mobile phone which brands advertising comes to your mind first ? (a) ___________ (b) ___________ (c) ___________ (d) ___________

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Q#3
What is the importance of the advertising in the purchase decision of the mobile phone?

Very important
1 2 3 4

not at all important

5

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Q#4 What about the advertising of the Samsung mobile phones as compared to other brands?

Very good
Good Average Neutral Poor
Very poor

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Q#5 Please rate the understanding of the Samsung mobile phone advertising?

easily understandable
1 2 3

difficult to understand
4 5

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Q#6 Which factor you consider more important in Purchase of a mobile phone? (Tick all if apply)
Features Price Trend or fashion Brand loyality Advertising Others (please specify)_______________

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Resources required

5 field researchers One computer One printer

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Time period

Developing questionnaire Pre-testing the questionnaire Approval of the questionnaire Training of field staff Data collection Tabulation of data Preparation of report Presentation and feed back meeting

2 1 1 1 3 2 2 1

Total days
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13

Budget

Questionnaires (100@300) Trainers fee Total

Rs.300,000 Rs.10,000 Rs.310,000

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Thank You

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The best thing about the future is that it comes only one day at a time.
Abraham Lincoln (1809-1865)

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Color pallet

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100 90 80 70 60 50 40 30 20 10 0 2003 2004 2005 2006 20 39 31 27 20 35 32 90

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Range A

Range B

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20 45 27

20 60

Range A Range D

Range B Range E

Range C

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