Samsung P2 A

ADV3500

SAMSUNG SAMSUNG YP-P2 MP3 PLAYER

Sintra Barrath |Jennifer Cowie | Chris Dillon | John Dunne

|Troy Johnston | Sean Musgrove
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Research Proposal Memo

Introduction:

The purpose of this proposal is to outline our research team’s plan for collecting data.

This proposal will cover our techniques for sampling, recruiting, data collection, analysis and

reporting.

Background:

Prior to our present stages of research, extensive secondary research has been conducted

to determine the current situation for the Samsung P2 in the Mp3 market. Through secondary

research we have determined that although the P2 has many distinct product features, it has very

weak brand awareness due to a lack of brand equity in the Mp3 market and low amounts of

advertising.

The target market that we will be analyzing in our focus groups will be young college

students who own Mp3 players. Through secondary research we have determined that this

particular segment of the market have a high amount of disposable time and income; therefore,

they are the ideal target consumer of Mp3 players. We will be pulling our samples from two

different groups of people using the snowball technique. One group will contain “tech savvy”

consumers and one will contain “casual consumers.” We hope to gain a better perspective of

effective routes to take when positioning the P2 from these two very different groups who make

up our target market. We will be using a structured guide for the discussion that will present

opportunities for participants to voice their opinions. Members of our team will analyze these

results to formulate the recommendations for Samsung..

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Research problem:

Samsung has introduced a multimedia player equipped with state-of-the-art technology,

like Bluetooth, an FM transmitter, 9-band EQ, and a customizable touch screen interface.

However, Samsung has not effectively marketed this product and consumers are uneducated on

its many product features. These features, plus the competitive price point, should make the Y2-

P2 a formidable competitor to other multimedia players like the iPod touch.

In order to increase sales and ensure the success of Y2, Samsung needs to promote

features that are important to consumers. Research must be conducted to find out what product

features are most valuable to the consumer and what features they would pay for.

Qualitative research will determine which of two target markets, tech-savvy users or

casual users, will better receive marketing efforts, or if efforts can be consolidated to cater to

both demographics. Informational needs for these two groups will include: understanding the

current awareness of the brand; understanding the features that are important in the Mp3 player

product category — specifically whether wireless Internet is an important feature; understanding

how current features in the Y2 are perceived within the context of the category; understanding

the general perception and feelings toward the brand.

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Research objectives:

The purpose of this research is to reveal what features our target consumers

consider important in an MP3 player and how they feel Samsung has performed in

specific product categories as well as overall. In addition, two separate focus

groups made of casual consumers and tech-savvy consumers will be evaluated

regarding the fore mentioned material. This will provide insight on which of these

two consumer groups, if not both, is the ideal fit for Samsung.

Research Methods:

In order to accomplish our objectives, we will be conducting qualitative research in the form

of two focus groups. Each focus group will be comprised of at least five to eight people and will

run for one hour.

Participant qualifications for the study are as follows:

• He or she falls into our target age group (18-24 years old)

• He or she can be classified as either a casual consumer of Mp3 players or a tech-savvy

audio-enthusiast. We ask that participants sort themselves into each category. In order to

determine which category of consumers they belong in, we defined the categories as

follows:

o Casual consumers purchase Mp3 players for simple reasons- for example to listen

to music while at the gym. They want a basic Mp3-no fancy features- and they

want it for a decent price. They gather their information from secondary sources

like family and friends.

o Tech-savvy consumers want the newest gadget with all the cool features as soon

as it is available. They gather their information through online sources such as C-

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Net, blogs, and other news pages. They have a lot of product knowledge and are

familiar with what is going on in the industry.

Sample characteristics of our participants also include but are not limited to the following:

• Students at UF

• Own or have owned an Mp3

Due to time constraints, we will be using convenience samples from two sources- Westside

Baptist Church and our network of friends. Procedures used to recruit participants will be

snowballing through face-to-face contact and event invitations via the social networking site

Facebook.

The focus groups are scheduled as follows: Sunday July 20th in the afternoon (Group 1) and

Tuesday July 22nd at 7pm in room #229 of Library West (Group 2). Moderators are Sean

Musgrove (Group 1) and Troy Johnston (Group 2).

Research instruments:

Specific research instruments used to recruit participants are included in the appendix.

These include the Facebook webpage and recruitment screener. Instruments used during the

focus group are also included as follows: a consent form, product brief and audio tape recorder

(transcript will be provided in final report).

Project Timetable:

Wednesday Thursday Friday July Saturday Sunday July Monday Tuesday

July 16th July 17th 18th July 19th 20th July 21st July 22nd

Recruit Work on Meet to Conduct Client Conduct

participants individual prepare focus group meeting at focus
via face-to- assignments discussion one 1:30 pm group two
face guide
contact and

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Facebook
e-invites
Wednesday Thursday Friday July Saturday Sunday July Monday
July 23rd July 24th 25th July 26th 27th July 28th

Transcribe Evaluate Meet in Finalize * Deadline

audio findings afternoon presentation, for
recordings to draft dry run completion
executive
summary
(analysis)

Cost:

Since there is no compensation for participation in this study, our only cost is time.

Appendix:

Included are the following sample research instruments:

• recruitment flyer (Facebook)

• recruitment screener

• informed consent form

• discussion guide

• product brief

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RECRUITMENT EVENT INVITE

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RECRUITMENT SCREENER

1. Are you at least 18 years of age? Name:_______________________

Yes  No  Phone #:_____________________

2. Are you a student at the University of Florida?

Yes  No 

If yes, how would you classify yourself?

Freshman  Sophomore  Junior  Senior 

3. Do you currently own an Mp3 player?

Yes  No 

If yes, please list the make and model. _______________________________________

If yes, where did you purchase your Mp3 player?

a. at an electronic store (like BestBuy, Circuit City)
b. at a discount retailer (like Walmart, Target)
c. online through the company (like apple.com)
d. online through another website (other than the company)
e. at the company store (like Apple store)
f. other

4. Have you purchased an Mp3 player within the last 6 months?

Yes  No 

5. Have you purchased an Mp3 player within the last year?

Yes  No 

6. When considering buying an Mp3 player, where do you get most of your information?
a. Consumer electronic or other magazines
b. Through friends/family
c. Online
d. Other
If C, please be more specific (blogs, reviews, company webpages, etc). ___________
____________________________________________________________________
_

7. Please list Mp3 player brands that come to mind.

_______________________________________________________________________
_______________________________________________________________________
__

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MODERATOR DISCUSSION GUIDE

TOPIC: The Samsung P2 Mp3 player, focusing on the product feature preferences and Brand
awareness for the product category.

I. Introduction
Moderator name. Conducted for an advertising research course, for internal use only.
Names will be changed for the transcript.
All responses from you will be fully appreciated, there are no wrong answers.
My role as a moderator is to ask you all a few questions, and keep the discussions
running smoothly.

II. Some rules:

a. Please speak one at a time
b. Use first names only
c. Speak to each other when appropriate
d. Be honest, there are no right or wrong answers
e. All opinions count, please do not negate other responses.
III. Personal introductions
Participants introduce themselves

IV. Focus Group Discussion begins

Direct and Factual Questions:

• What brand of Mp3 player do you currently own?

• What brands have you owned in the past 5 years?

• Why did you stop/change Mp3 player brands?

• Which feature is the most important in an Mp3 player to you?

Structural Questions:

• Can you rank the features of Mp3 players by favorability?

• What are the top five Mp3 player brands?

• What are some words that come to mind when you think of the Samsung brand?

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Grand Tour Questions:

• Describe the events that led up to purchasing your Mp3 player. What sort of
reasoning did you use?

• Tell me about the features of your Mp3 player. Which one is your favorite?
Idealization Questions:

• Describe your ideal Mp3 player.

• Which features will your ideal Mp3 player have?

Brand awareness and insight:

• Are there any features you feel are missing from the Mp3 player category as a
whole?

• How do you feel about Samsung as a brand? About its presence in the consumer
electronics market?
Moderator introduces the Samsung P2 Mp3 player. (Describe the product’s features and
availability, price, picture of product, etc)
Record any initial comments made about the product by participants. (inquire about name
specifically: “Y2 P2”)

Category/Product-Specific Questions:

• What are your initial thoughts about this product?

• Would you consider purchasing this product in the future? If so, why?

• What are some specific features of this product you favor? (look, feel, design,
interface: would these influence your decision?)

• What are some features you feel are missing? (What about internet is so important
in a multi-media player?)
Contrast Questions:

• How would you differentiate the Samsung P2 Mp3 player from other
brands/products in the category? (iPod, Zune, etc)
Hypothetical-Interaction Questions:

• Suppose you are sitting across from the maker of this Mp3 player. Would you ask
them to include anything else? If so, what?

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• Suppose a marketing researcher asked you to predict the trends for the Mp3
player product category; what would you suggest for the future of these products?

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QUALITATIVE INFORMED CONSENT DISCLOSURE

Purpose of this study
This study will determine the features that are most important to 18-25-year- old college students when using an
Mp3 player. It will also determine the general awareness of Samsungs newest Mp3 player, the Samsung Y-2 P2.
And, finally the study will acquire knowledge as to which of two key demographics, tech-savvy users or casual
users, are best suited for marketing the Samsung Y2-P2.

What you will be asked to do in this study

Focus Group participants will discuss and answer open-ended questions in a group setting. Each question will be
answered to the best of the participant’s ability, and all participants are expected to answer honestly. The focus
group will be audio taped.

Time
1 hour

Risks
There are no physical requirements for this focus group. The material being discussed will not be sensitive or
controversial. Stress or other physical risks will most likely be nonexistent.

Benefits
Participants will gain knowledge about the various features in Samsung YP-P2 Mp3 player as well as other brand
name Mp3 players. Each participant will also gain understanding of current trends in the Mp3 player industry.

Compensation
Participants will receive no compensation.

Confidentiality
The Participant’s identity, along with his/her opinions, will be kept confidential to the extent provided by the law.
At no time, will names be associated with the opinions expressed during the focus group. Participants can
withdrawal consent at anytime during or after the focus group. In the event of a withdrawal, all opinions
expressed by the participant will be void and removed from the research records.

Whom to contact if you have questions about the study

For questions or concerns about the study contact John Dunne by phone at (816) 550-0966 or by email at
jdunne125@gmail.com.

Whom to contact about rights as a research participant

UFIRB Office, Box 112250, University of Florida, Gainesville, FL 32611-2250

Participant signature Date

Researcher signature Date

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PRODUCT BRIEF

Samsung Y2 P2 Mp3
Samsung has chosen to position their product
based on several platforms of performance. They
stress the capabilities of the P2 that set it apart from
other touch screen Mp3 players. The P2 comes
standard with Bluetooth capability. This capability
allows the user to use a wireless headset up to a
distance of 38.2 ft and also enables the user to answer
their cell phone wirelessly using just the P2. The P2 is
also lighter and faster, weighing 2.88 ounces and
boasting a playback rate of 30 frames per second on
the 3-inch screen. Also mentioned in the P2’s
advertisement is that it is multi-format friendly,
capable of playing Mp3, WMA, WMA-DRM,
MPEG4, and WMV9 files.
The brand personality can be summed up in
three words: “Compact, Fresh and Innovative.” These
three qualities describe the three components that consumers are looking for in an Mp3 player.
The new P2 is very compact with a measurement of 3.94x2.05x0.39 inches and a weight of 2.88
ounces, making it smaller than the iPod touch, which is the market leader. The P2 is innovative
with faster loading speeds, Bluetooth capability, and multiple format capability. The P2 is fresh
with a new sleek design and a choice of three snazzy colors (black, white, and burgundy). The
current P2 strategy centers on the new technological capabilities, size, clarity, and sleekness of
the product.
The P2 is sold directly through Samsung and also through several retailers- Bestbuy,
Circuit City, and major website retailers such as Amazon.com. The average price for the new P2
is as follows: 4GB, $179.99; 8GB $229.99. The P2 package includes an USB connector cable, a
rechargeable battery with a life of up to 30 hours, and music management software. (See Image 1
in Appendix) The promotions used so far are limited to one TV slot that mimics the iPod touch
ad, by demonstrating all the cool features of the P2.

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