research proposal. topics to be presented company introduction back ground of the problem research...
TRANSCRIPT
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