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Thursday, 13 September 2018

Outline of Marketing Research Proposal




1. Background and rationale for project.
Statement of marketing research problems statement of research objectives.
2. Information needed.
 Sources of information. review of prior research and literature.
3. Scope of the research.
Anticipated benefits.
Limitations.
 4. Methodology.
 Data collection .
 Sample selection.
 Questionnaire design.
 Instrument protesting.
 Analysis.
 5. Research report and presentation.
Special provisions.
 6. Supplier resources.
Research team, personnel.
 Equipment and facilities.
 Selling points.
 Client list.
 Related research experiences.


 1. Rational, research problem and objectives :
The first three sections of the research proposal relating to the above captions, provide an opportunity for the researcher to demonstrate a clear understanding of the rational or need for research. The situation of circumstances which gives rise to the need for research in the client's organisation of research problem which the client is facing, and objectives which the client wished to satisfy.

2. Information sources and literature review : in this section, the researcher should outline the type of information which is required to solve the clients research problem, and which he intends to collect during the research project. He also has to outline the information sources which will be replied upon. This section of the proposal should present a review of the results of research projects which had been conducted on behalf of the client in the past and other relevant studies which had been carried out elsewhere. Previous research by other research organisations, studies published by other organisations, and research reports published in relevant journals and trade magazines are generally revealed for ideas which might take a contribution to the design of the project.

3. Project scope and limitations : the researchers should clearly state in this section of the proposal the specific areas to be addressed, pointing out the project real deal only with particular product categories, geographic areas or target market segments.
The limitations placed on the project by budgetary or time constraints or by the nature of the sampling plan should be stated which may limit the scope of the project and the extent to which results may be projected to other situations.

4. Methodology : this section of the marketing research proposal is generally the most detailed. The section will contain the researchers proposed methodology concerning the data collection approach to be used. Whether data are to be obtained through personal interview, telephone, mail or some other form of survey will usually depend on a variety of factors, including the nature of the problem and the budget available. The researcher will have to provide the rationale or reasons for its recommendations and will also point out procedures which it will use to ensure that high quality data are obtained. Things generally entails that certain information should be included concerning the field procedures the researcher will use in collecting the data. Provision for the training of interviewers, the monitoring of telephone interviews, the editing of questionnaires and other elements of quality control should be described here. The proposal sampling plan will also be included in this section of the proposal, including a description of the population from which the sample is to be drawn, the sampling procedures or rules to be used, proposed sample size. Again the researchers rationale for proposing the sample plan should be included.

 The methodology section should also contain a general description of the personnel or research instrument to be used in the collection of data. It is worthy of note that here it is usually impossible for a researcher to prepare a detailed questionnaire designed at the proposal stage, since formation of the specific content is generally determined after acceptance of the proposal and further discussion with the client. Provision should also be made in this section for pray testing of questionnaires and for the determination of the final design and content of the questionnaire in consultation with the client.

Finally, the methodology section of proposal generally contains information concerning the type of data analysis which the research firm intends to adopt. If standard frequency distributions and cross tabulation analysis are to be used, this section may be quite short brief on the other hand the recession proposes to use more advanced or sophisticated form of multivariate data analysis, more detailed explanation of the technique and the rational for using them will likely be required.

5. Provision for final report :  the proposal will also make provision for the submission and presentation Of a final report on the research project. This section of the proposal will normally detail the content and form of the final report, indicate the number of copies to be submitted to the client or marketing manager, and whether a formal presentation of the results of the project is to be scheduled.

6. Time and budget estimate : a detailed section dealing with time and cost estimate for the project is also included in the research proposal. This is one of the most important sections because it is often a detailed section dealing with time and cost estimate for the project is also included in the research proposal. This is one of the most important sections because it is often the a detailed section dealing with time and cost estimate for the project is also included in the research proposal. This is one of the most important sections because it is often the important element of time and budget that much of the clients decision to proceed with the project depends.

7. Supplier Resources and Experience :  in this final section, the researcher tries to sell himself through discussing his firm's resources and experience or competence. Particularly in situations where the research firm is not well known to the prospective client, it is necessary to conclude that the proposal with sections designed to sell the client on dealing with the research firm submitting proposal. This concluding sections will normally contain short biographies of the members of the research team who will work on the project and of the senior management group on the research company. Detail concerning the relevant experience of each staff member and off the form itself, and description of the of the senior management group on the research company. Detail concerning the relevant experience of each staff member and off the form itself, and description of the various resources available to the firm, will be provided. In addition, the research firm may wish to provide a list of it client and of provisions research experience on similar projects.

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