Ø consists of two parts – 1) a brief overview of the client company, and 2) an overview of the situation, or circumstances, resulting in the need for research (ie the current situation)

Ø written to the client, not the instructor (ie a detailed company history is not necessary; the company overview is intended to assure the client that you have sufficient understanding of their business to put the research needs into context)

3. Purpose of the Research

Ø outlines the marketing problem/opportunity, and the research objectives

Ø starts with a description of the marketing problem/opportunity/issue, defining the general purpose of the study and indicating how the information will be used

Ø list the appropriate research objectives, which define the information to be gathered and are explicitly related to the marketing problem

Ø What do we need to know? Should be actionable in terms of decisions to be made.

4. Research Design

Ø presents main features and details of type of research to be used

Ø outlines all key aspects of research such as size of total sample and sub-samples, who is to be sampled, how the sample will be selected, how the questionnaire will be administered and how the interviewing will be done (or the distribution conducted)

Ø outlines the analysis procedures that will be undertaken (eg. “Standard editing and coding procedures will be utilized with SPSS. Simple tabulation and cross-tabulation will be used to analyze the data.”)

5. Project Schedule

Ø timing details include initiation date, times when client input will be required, fieldwork timing, and when they can expect to receive the final report (note that the client does not need, or likely want, a copy of your work plan, just a general understanding of key milestone timing)

6. Project Budget Estimates

Ø budget details include an estimate for total expenses (printing, mileage), timing and method of payment . These must be estimated in advance even if your client indicates that it is not necessary.

Additional notes:

§ Finished proposal should be only 2 to 3 pages in length.

§ All group members and the client must sign and date the final copy before moving on to the next stage of the project. This formal copy is kept by the group, and an electronic copy is emailed to the instructor.

§ The client’s copy is a formal document, and it should be presented as such.

Research Project Management I & II

September, 2008

Lisa Symons