marketing research proposal

MarketingResearchProposal.docx

Marketing Research Proposal

REQUIREMENTS

 This paper is limited to 5 pages in length, excluding the title page, citations, and

appendices. Include Arabic page number ONLY on pages with graded content.

 Use the headings below, taken from the Marketing Research Proposal (pages 36-39 of

“Marketing Research Essentials”, McDaniel & Gates).

 Double-space using 12-point Calibri or Times New Roman with standard 1” margins.

 Keep the body of your paper short, clear, and easy to absorb.

 Additional materials may be included in a well-organized Appendix.

 Submit your paper in electronic formats (via the D2L ‘Primary Research Proposal’

Dropbox).

a) Demonstrate that you understand your “client’s” information needs. What specific

decisions need to be made, and what information is needed to support those decisions?

b) Identify and discuss the specific constructs you plan to measure.

Study Design, Areas of Questioning and Data Analysis – (2 pages)

a) Population parameters (e.g., size, description, demographics of interest)

b) Sample size required (confidence interval = 95%, sampling error = ± 5%)

c) Data collection method (include your Data Collection Instrument submitted on June 29)

d) Data analysis – what specific techniques will you use to analyze the data?

Specifications/Assumptions, Services, and Timing – (2 pages)

a) Discuss the assumptions you would be operating under (i.e., how long with the data

collection take per response, how many staff would work on the project, etc.). Be as

creative as you need to be.

b) Make a plan for conducting your primary research, analysis, and reporting. Specify

timelines using Excel to create a Gantt chart detailing Who would be responsible for

What (specific tasks) by When (specific dates). Include key contact dates for working with your

client.

House-rules on Citation:

a) Cite all sources using APA style as formatted by Microsoft Word or a similar program.

b) Where background materials are online, provide hyperlinks leading to your source

material immediately after the APA citation.

c) Articles from E-library sources such as EBSCO must be cited using

‘persistent links’.

d) Links that lead to .pdf documents must include specific page numbers for material cited.