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

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 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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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
consumers 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 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

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

Respondents profile

50 males
50 females
Social class A and B

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

Instrument
Questionnaire
Sample 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 mobile
phone which brands advertising comes to
your mind first ?
(a) ___________
(b) ___________
(c) ___________
(d) ___________

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

not at all
important

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

Good
Average
Neutral
Poor

Very poor

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

difficult to
understand

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)_______________

Resources required
5 field researchers
One computer
One printer

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

Total days

2
1
1
1
3
2
2
1

13

Budget

Questionnaires (100@300) Rs.300,000

Trainers fee

Total

Rs.10,000
Rs.310,000

Thank You