Samsung has developed a sales forecast for its new Samsung mobile phone for the next 2 years. The CEO wants to review estimates of industry demand for mobile phones. He also wants to develop an approach for measuring the effectiveness of Samsung's marketing effort. He asked you to conduct a research project to evaluate marketing effectiveness and recommend to him the best way that Samsung could determine the effectiveness of its marketing efforts. 

What suggestion would you make to the CEO with regards to primary data collection - research approach, sampling plan and research instruments.