Research proposal

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

Topics to be presented Sample size Respondents profile Instrument Resources required Time period Budget

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.

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.

Background of the problemSamsung 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 effort’s effectiveness they are conducting this research.

SGH-T100 SGH-N620 SGH-R220

SGH-A200

SGH-A110 SGH-N200 SGH-A100

SGH-A400

SGH-M100

SGH-A300

SGH-N100

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.

Statement of the problem

To analyze the advertising effectiveness of Samsung mobile phone and also study the consumer’s perception about the Samsung advertising.

Hypothesis

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

Research design

Descriptive research

How will we do it? First we analyze the brand awareness of the

Samsung mobile phones, like out of totalrespondents how many respondents are actuallyaware 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

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.

Sampling technique

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

Sample size

100 respondents

Respondent’s profile

• 50 males Age (16-35)• 50 females Age (18-35)• Social class A and B

Instrument QuestionnaireSample questions Q#1 when you think of mobile phone which

brand comes to your mind first? (a) ___________ (b) ___________ (c) ___________

(d) ___________

Q#2

when you think about advertising for mobilephone which brand’s advertising comes to

your mind first ?(a) ___________(b) ___________(c) ___________(d) ___________

Q#3

What is the importance of the advertising inthe purchase decision of the mobile phone?

Very not at all important important

1 2 3 4 5

Q#4What about the advertising of the Samsungmobile phones as compared to other

brands? Very good Good Average Neutral Poor Very poor

Q#5Please rate the understanding of the Samsungmobile phone advertising?easily difficult to understandable understand

1 2 3 4 5

Q#6Which factor you consider more important inPurchase of a mobile phone? (Tick all if apply)

Features Price Trend or fashion Brand loyality Advertising Others (please specify)_______________

Resources required

5 field researchers One computer One printer

Time period Developing questionnaire 2 Pre-testing the questionnaire 1 Approval of the questionnaire 1

Training of field staff 1 Data collection 3 Tabulation of data 2 Preparation of report 2 Presentation and feed back meeting 1

Total days 13

Budget

Questionnaires (100@300) Rs.300,000

Trainers fee Rs.10,000

Total Rs.310,000

Thank You