What you plan to accomplish?

why you want to do it

and how you are going to do it.

Market Research Proposal: Basic Questions

 Why is the research conducted? This is answered in the introduction, the purposes of the
study are described together with predicting the results.
 What are the research objectives? The characteristics will be presented as headings in the
“Main Findings” of the final report.
 How will the sources be gathered? This is a detailed description of the desk research (all
available information on the topic which has been previously collected for some other
purpose) and field research (market research using observation or studies with
questionnaires). One should also present here the criteria for selecting respondents, the
information is to be collected from the respondents and methods of gathering it.

Market research proposals should embrace the following aspects:

 executive summary – an overview of the entire proposal presenting a brief but sufficient
description of the major points of the research;
 background – an investigation of the earlier existed sources on the problem, the main
findings in the field;
 problem definition – a statement of the problem;
 objectives of the research – an research paper’s outline of the objectives of the marketing
project;
 approach to the problem – a review of the relevant literature, description of the
methodology used;
 research design – a specification of the kind of the design: whether it is exploratory,
descriptive or casual;
 fieldwork/data collection – an explanation on how the data will be collected, who will
perform this task, a specification of the criteria for selecting the data;
 data analysis – the kind of data analysis and the ways of interpreting the results;
 reporting – informing the reader about the stages of intermediate reports, the form of the
final report and the formal presentation of the results
 cost and time – the cost of the project and its timing planned beforehand
 appendices – statistical information