A Study of Consumer Perceptions And Evaluations

of Saudi Telecom Mobile Services in Saudi Arabia



Project Proposal for Submission to:


Saudi Telecom Company





To be executed by:


Marketing Research Class (MKT 345)

College of Industrial Management

King Fahd University of Petroleum and Minerals



Under supervision of the Course Instructor:

Dr. Stephen Calcich




  1. Introduction
  2. Research Objectives
  3. Research Design
  4. Data Collection
  5. Data Analysis
  6. Presentation of Results and Recommendations
  7. Execution Time Schedule
  8. Benefits of the Project




1.   Introduction


Marketing Research classes in KFUPMís College of Industrial Management have, over the past two years, successfully executed a number of sponsored studies for companies operating in Saudi Arabia. Companies have benefited by receiving insight into their markets, which could only have been achieved otherwise at the cost of hundreds of thousands of Saudi Riyals. Students benefit from being able to work on real life projects for real businesses rather than on hypothetical problems or student based projects that are not necessarily business oriented. Faculty, are able to bring their state-of-the-art expertise and experience of conducting research studies to bear upon problems of Saudi business and industry and so make a direct and meaningful contribution to the development of the Saudi economy. This contribution is all the more critical as Saudi Arabia seeks to enter the WTO with all the competitive challenges that will bring to Saudi business.


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2.   Research Objectives


The research can be designed, upon consultation with Saudi Telecom personnel, to achieve any of the following objectives or any other objectives identified by Saudi Telecom:


        To examine the level of consumer satisfaction with mobile services in KSA.

        To identify the factors that influence consumersí satisfaction levels.

        To examine consumers' quality and image perceptions of Saudi Telecom.

        To examine price elasticity for mobile services.

        To investigate potential new and innovative services


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3.   Research Design


Dependent on the research objectives the appropriate research design will be selected. As shown in Table 1 below, exploratory research will be undertaken to ensure the problem is sufficiently defined to move confidently to the next phase of the study where the appropriate research method will be selected. The research method will most likely involve a survey but experimentation and observation are options, which might be preferred and can even be conducted in conjunction with a survey.


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4.   Data Collection


Questionnaires and other data collection instruments will be presented to Saudi Telecom for final approval before data collection begins. These instruments will be in Arabic or English or both depending on the population of interest. Care will be taken to ensure that any sample is of sufficient size and is made up of appropriate respondents so that valid conclusions can be drawn. There will be at least sixty students and so having a sufficient sample size does not present a problem. Since all our students are Saudis and mobile phone users we can ensure their ability to appropriately administer questionnaires and interact with Saudi society. Through their friends and relatives we can access a good cross section of Saudi mobile phone users.


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5.   Data Analysis


Data analysis, comprising of frequency distributions and cross tabulations, will be done to meet the research objectives. If more sophisticated analysis is required then faculty have the expertise required and can be engaged after the semester has finished do this.


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6.   Presentation of Results and Recommendations


Saudi Telecom will receive the best student report(s) at the end of the semester (see Table 1 for the research schedule). Faculty can be engaged for presentation of the results and/or discussion and interpretation of the results beyond those presented in the written reports at the request of Saudi Telecom.



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7.   Execution Time Schedule


The approximate time schedule for completion of the project is shown below in Table1. The final report(s) will be delivered by June 9, 2004.


Table 1

Project Schedule




February 2004


1. Problem Discovery & Definition

-Defining the problem

-Exploratory research

Secondary data

Pilot Studies

-Statement of research objectives



2. Planning the Research Design

-Selection of the basic research method



Secondary data




3. Finalize Design of Questionnaire and Sampling Plan



4. Gathering Data



5. Processing and Analyzing Data

-Editing & coding




6. Drawing Conclusions & Preparing the Report


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8.   Benefits of the Project


As described in the introduction, both the company and KFUPM students and faculty will benefit from such a project. We believe that STC will derive the following benefits from this project

1.       Feedback from the study will help STC understand its customers and better prepare the company for the ensuing competition that will result from the planned privatization of the Telecom sector in the Kingdom

2.       Sponsorship for the project will be seen as support for KFUPMís academic programs by STC, and this will portray the company as fulfilling a social responsibility. The company will be seen as contributing to the professional development of the Kingdomís managers.

3.       The project sponsorship Improve the image of STC in the society

4.       Our students are more aware of the Saudi culture and environment and the historical development of STC than most professional consulting firms in the Kingdom that tend to have a foreign background.


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