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
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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
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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 effort’s effectiveness
they are conducting this research.
SGH-T100
SGH-A110
SGH-A400
SGH-N620
SGH-N200
SGH-A300
SGH-R220
SGH-M10
SGH-A100
SGH-N10
SGH-A200
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?
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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?
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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
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•
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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 brand’s 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
1
2
3
4
5
Q#4
What about the advertising of the Samsung
mobile phones as compared to other
brands?
 Very good

Good
Average
Neutral
Poor
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Very poor
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Q#5
Please rate the understanding of the Samsung
mobile phone advertising?
easily
understandable
1
difficult to
understand
2
3
4
5
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
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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
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Questionnaires (100@300) Rs.300,000
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Trainers fee
Total
Rs.10,000
Rs.310,000
Thank You