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Posted by Tommy Mostert on March 11, 1999 at 09:07:38:
In Reply to: Marketing Research Proposal posted by Natthapong P on March 11, 1999 at 04:59:01:
When you write a research proposal there are important steps and procedures to consider. Writing a proposal is a fine art which you may only master after many attempts. There are however a few useful hints:
Key decisions to make:
* Is it qualitative/quantitative/both
* Sample - should it be quota/random. Remember that the sample size should not be dictated by the client's budget. Don't draw an unnecessarily large sample because you have a big budget and vice versa.
* Which interviewing method should you use - personal, telephone (eg. CATI) or self administered.
* Analysis and interpretation - should special questions be asked? What are your independent variables? Investigate related areas of your study.
Key steps:
* Formulate the problem.(Why is the research really needed?) Read the research brief very carefully. Structure the information given in the brief. Don't be afraid to go back to the client if you need more information.
* Identify the sources of your information. (who will be able to answer your questions?) Usually the client will identify your target market for you, but think laterally! You are the research expert, they rely on you to have insight into the best ways of getting to the market. Determine your sampling requirements.
* Carefully listen to your information requirements. You should draw up a complete list of objectives. What do you want to achieve?
* Decide how to collect the data. What type of info will you need? Who can give it to you? What depth of info is required? (Qual will give you depth but little precision, while quant will give you precision but little depth). What is the best way to collect the data? Warning - it is risky to test a new product using groups. They may be very excited about it, but this is no indication that they will buy it. Groups are more often used to refine concepts. If this is your goal, then you may use groups. If you want to see if your product will sell, use another methodology.
* Decide how to analise your information. You will collect DATA but you must present INFORMATION to your client. Do you need tables or special analysis? You may consider using a test design for your new product, such as a "simulated test market". These tests often need complex statistical analysis.
Remember, a proposal is more important to you than to the client. All the client wants is to see whether you can do the job. The proposal will help you to clearly structure your thoughts and to guide you in the steps you will take to conduct the research.
Good luck.
Subject: Re: Re: Marketing Research Proposal