Samsung Brand
II. Table of Contents
Table of contents ……………………………………………………………………………….p.2
List of tables …………………………………………………………………………………….p.3
List of graphs …………………………………………………………………………………...p.4
List of appendices ………………………………………………………………………………p.5
Executive summary
a. Major findings ………………………………………………………………………………..p.6
b. Conclusions…………………………………………………………………………………...p.6
c. Recommendations…………………………………………………………………………….p.6
Problem definition
a. Background to the problem………………………………………………………………...…p.7
b. Discussions with the decision makers & industry experts ……………………………….pp.7-8
c. Secondary data analysis ……………………………………………………………………...p.8
d. Qualitative research that was conducted……………………………………………………...p.8
e. Statement of the management-decision problem and marketing research problem………….p.8
Approach to the problem
Description of the theoretical foundation……………………………………………………pp.8-9
Research Questions and Hypotheses ……………………………………………………....pp.9-12
Research design
a. Type of research design…………………………………………………………….…..pp.12-13
b. Information needs………………………………………………………………………….. p.13
c. Data collection from secondary sources………………………………………………….... p.13
d. Data collection from primary sources…………………………………………………….... p.13
e. Scaling techniques …………………………………………………………………………..p.14
f. Questionnaire development and pretesting……………………………………….…….pp.14-15
g. Sampling techniques………………………………………………………………………...p.15
h. Fieldwork………………………………………………………………………………..…..p.16
Data analysis
a. Methodology …………………………………… ……………………………………. pp.16-18
b. Plan of data analysis……………………………………………………………..……..pp.18-19
Results
Marketing research problem and information needs that were identified …………………….p.19
Tables and graphs………………………………………………………………………....pp.19-25
Limitations and caveats
a. Limitation caused by time, budget and other organizational constraints………………pp.25-26
b. Research design adopted limited in terms of the various types of errors………………...…p.26
Table of contents ……………………………………………………………………………….p.2
List of tables …………………………………………………………………………………….p.3
List of graphs …………………………………………………………………………………...p.4
List of appendices ………………………………………………………………………………p.5
Executive summary
a. Major findings ………………………………………………………………………………..p.6
b. Conclusions…………………………………………………………………………………...p.6
c. Recommendations…………………………………………………………………………….p.6
Problem definition
a. Background to the problem………………………………………………………………...…p.7
b. Discussions with the decision makers & industry experts ……………………………….pp.7-8
c. Secondary data analysis ……………………………………………………………………...p.8
d. Qualitative research that was conducted……………………………………………………...p.8
e. Statement of the management-decision problem and marketing research problem………….p.8
Approach to the problem
Description of the theoretical foundation……………………………………………………pp.8-9
Research Questions and Hypotheses ……………………………………………………....pp.9-12
Research design
a. Type of research design…………………………………………………………….…..pp.12-13
b. Information needs………………………………………………………………………….. p.13
c. Data collection from secondary sources………………………………………………….... p.13
d. Data collection from primary sources…………………………………………………….... p.13
e. Scaling techniques …………………………………………………………………………..p.14
f. Questionnaire development and pretesting……………………………………….…….pp.14-15
g. Sampling techniques………………………………………………………………………...p.15
h. Fieldwork………………………………………………………………………………..…..p.16
Data analysis
a. Methodology …………………………………… ……………………………………. pp.16-18
b. Plan of data analysis……………………………………………………………..……..pp.18-19
Results
Marketing research problem and information needs that were identified …………………….p.19
Tables and graphs………………………………………………………………………....pp.19-25
Limitations and caveats
a. Limitation caused by time, budget and other organizational constraints………………pp.25-26
b. Research design adopted limited in terms of the various types of errors………………...…p.26