Samsung Smart TV Kazakhstan market research 
Marketing Research Project
Samsung Company
Group #1
Professor: Vladimir Garkavenko, PhD
Almaty, 2013
Table of Content
Executive summary ……………………………………………………………………………... 3
Background ……………………………………………………………………………………… 4
Problem definition ………………………………………………………………………………. 4
Approach to the problem ………………………………………………………………….......... 5
Research design ………………………………………………………………………………….. 8
Type of research design …………………………………………………………………………...... 8
Information needs ……………………………………………………………………………………. 8
Data collection from secondary sources ………………………………………………………….. 9
Data collection from primary sources …………………………………………………………… 10
Scaling techniques ……………………………………………………………………………….…. 10
Questionnaire development and pretesting ……………………………………………….…….. 10
Sampling techniques ………………………………………………………………………………...11
Fieldwork/data collection …………………………………………………………………………. 11
Data analysis …………………………………………………………………………………… 12
Methodology ……………………………………………………………………………………...... 13
Survey analysis …………………………………………………………………………………….. 13
Focus group ……………………………………………………………………………………...... 15
Interview with experts ……………………………………………………………………………. 18
Results …………………………………………………………………………………………. 20
Limitations and caveats ……………………………………………………………………..... 30
Conclusion and recommendations ………………………………………………………....... 33
Reference list …………………………………………………………………………………... 35
Appendices ……………………………………………………………………………….......... 36
Appendix #1 ………………………………………………………………………………………... 36
Appendix #2 ………………………………………………………………………………………... 46
Appendix #3 ……………………………………………………………………………………….. 50
Executive Summary
Samsung is the company that has constant growth throughout the last decade. For its innovative developments and high quality products Samsung Company has become a prominent brand in the electronic industry. They tend to be sustainable in achieving competitive advantage by remaining in the front row of the market of digital technology. Samsung policy aims to direct human resources
Samsung Company
Group #1
Professor: Vladimir Garkavenko, PhD
Almaty, 2013
Table of Content
Executive summary ……………………………………………………………………………... 3
Background ……………………………………………………………………………………… 4
Problem definition ………………………………………………………………………………. 4
Approach to the problem ………………………………………………………………….......... 5
Research design ………………………………………………………………………………….. 8
Type of research design …………………………………………………………………………...... 8
Information needs ……………………………………………………………………………………. 8
Data collection from secondary sources ………………………………………………………….. 9
Data collection from primary sources …………………………………………………………… 10
Scaling techniques ……………………………………………………………………………….…. 10
Questionnaire development and pretesting ……………………………………………….…….. 10
Sampling techniques ………………………………………………………………………………...11
Fieldwork/data collection …………………………………………………………………………. 11
Data analysis …………………………………………………………………………………… 12
Methodology ……………………………………………………………………………………...... 13
Survey analysis …………………………………………………………………………………….. 13
Focus group ……………………………………………………………………………………...... 15
Interview with experts ……………………………………………………………………………. 18
Results …………………………………………………………………………………………. 20
Limitations and caveats ……………………………………………………………………..... 30
Conclusion and recommendations ………………………………………………………....... 33
Reference list …………………………………………………………………………………... 35
Appendices ……………………………………………………………………………….......... 36
Appendix #1 ………………………………………………………………………………………... 36
Appendix #2 ………………………………………………………………………………………... 46
Appendix #3 ……………………………………………………………………………………….. 50
Executive Summary
Samsung is the company that has constant growth throughout the last decade. For its innovative developments and high quality products Samsung Company has become a prominent brand in the electronic industry. They tend to be sustainable in achieving competitive advantage by remaining in the front row of the market of digital technology. Samsung policy aims to direct human resources