Question 2: Write Marketing Research Process for the following:

Eric Sim at Samsung and Intel

Eric Sim earned an undergraduate degree in physics at Harvey Mudd College in Claremont, CA, a masters in CA, a masters in engineering at UCLA, and an MBA from Harvard. He learned his current craft at such places as Lotus Development Corp., D&B, and Spencer Trask Software Group, a technology-focused venture-capital firm in New York City. Spencer Trask CEO Kevin Kimberlin remembers Kim as the rare executive who knows software and electronics and is also skilled in marketing and in marketing research- and in closing tough deals.

When Kim arrived at Samsung in 1999, the sales were on the decrease. Kim realized that the basic problem lay in the brand image and that the Samsung brand was perceived to be inferior to other brands with comparable products. To dig out specific, actionable issues, he conducted marketing research involving focus groups, depth interviews, and surveys of channel partners and customers. The research revealed that brand image was inconsistent and fuzzy from market to market. One reason was that it employed a gaggle of 55 ad agencies. Kim consolidated advertising, assigning Madison Avenues Foote, Cone & Belding Worldwide to coordinate Samsungs global marketing. Kim made another smart move by sponsoring big-ticket events like Salt Lake City Olympics in 2002, gaining quick, cost-effective global exposure. When Kim left Samsung in 2004, the company earned $12.04 billion in the net profits that year while many retail-tech stars fizzled, and business in the United States had more than tripled since 1999

Developing an Approach to the Problem (Theory,Research Questions,Hypotheses)

Research Design:Field Work orData Collection:Analysis and Interpretation:

Report Preparation: