Within the designated parameters, you will develop a brief for a market research proposal and outline the appropriate research methodology to undertake the proposed research.
General Outline of a Research Proposal
Title of the Research Proposal
1. Purpose of the Proposed Research Project
Includes a description of the problem and research objectives
2. Type of Study
Discusses the type of research design (exploratory, descriptive, or causal), and secondary versus primary data requirements, with justification of choice.
3. Definition of the Target Population and Sample Size
Describes the overall target population to be studied and determination of the appropriate sample size, including a justification of the size.
4. Sample Design and Data Collection Method
Describes the sampling technique used, the method of collecting data (e.g. observation or survey), incentive plans, and justifications.
5. Specific Research Instruments
Discusses the method used to collect the needed data, including the various types of scales
6. Potential Managerial Benefits of the Proposed Study
Discusses the expected values of the information to management and how the initial problem might be solved, including the study’s limitations.
7. Proposed Cost for the Total Project
Itemizes the expected costs for completing the research, including a total cost figure and anticipated time frames
8. Profile of the Research Company Capabilities
Briefly describe the researchers and their qualifications as well as a general overview of the research company.
9. Optional Dummy Tables of Projected Results
Give examples of how the data might be presented in the final report
Learning outcomes Criteria Standards
Below Expectations Meets Expectations Exceeds Expectations
Level 1 (e.g. F) Level 2 (e.g. P) Level 3 (e.g. C) Level 4 (e.g. D) Level 5 (e.g. HD)
LO1 Application of research proposal structure
Inappropriate structure for the research proposal Adequate structure in the research proposal to identify key components Good relevant structure that identifies key components of the research proposal Very good application of a relevant marketing research proposal structure Excellent relevant application of a marketing research proposal structure
Identification of the research problem
(30%) Limited, irrelevant or inadequate definition of the research problem Basic but appropriate definition of the research problem Good definition of the research problem Very good definition of the research problem Excellent definition of the research problem
Identification and justification of appropriate research methodology
(40%) Inadequate justification and/or inappropriate research methodology for the identified research problem Basic but appropriate justification and methodology for the identified research problem Good justification and methodology for the identified research problem Very good justification and methodology for the identified research problem Excellent justification and methodology for the identified research problem
Appropriate written communication skills for a research proposal
(10%) Limited level of communication relevant to a research proposal Basic but appropriate level of communication relevant to a research proposal Good level of communication relevant to a research proposal Very good level of communication relevant to a research proposal Excellent level of communication relevant to a research proposal