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Components and Importance of a Research Proposal

This chapter provides an overview of the research proposal, its questions, and components. It explores the reasons for writing a proposal and its role as a plan of action, basis of the contract, and method of accountability. It also discusses the methodology, analysis, findings, and appendices that should be included in a research proposal.

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Components and Importance of a Research Proposal

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  1. Chapter 4 The Research Proposal

  2. Questions the Research Proposal Should Answer • Why? – the subject of the research • How? – which method will be used • When? – the time the research will take • Where? – the place or contact method • What? – documentation presented at completion Learning Objective One

  3. Why Should a Proposal be Written? • As a plan of action • As the basis of the contract • As the method of accountability Learning Objective One

  4. Problem Methodology Analysis & Findings Introduction Objective Question Approach Method Plan Data analysis Methods of reporting What are the components of a research proposal? Learning Objective Two

  5. What should be in the appendices? • Budget and timeline • Examples of research tools • Confidentiality statement • Resumés • References Learning Objective Two

  6. Internal Marketing Research • Large company • Centralized marketing research department • Large company with many product lines • Decentralized with research for each product line Learning Objective Three

  7. Small company with no research department Responsibilities handled by marketing employees Small company with no marketing department Handled by management when no marketing department

  8. Marketing Research Firms • Advertising agencies • Research one of many services offered • Syndicated firms • Sell data they have collected • Custom research firms • Design research studies Learning Objective Three

  9. What should a company ask when hiring a firm? • Business practices • Do they guarantee their work? • Are they willing to provide a cost estimate? • Reputation/ethics • Will they provide references? • Do they have a Code of Conduct? Learning Objective Three

  10. Skills and expertise Are their staff qualified? What techniques do they utilise? What market segments have they researched?

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