How to Write a Marketing Research Proposal

Step 1 Determine why the research is taking place. A market research proposal must explain the purpose of the research. The abstract at the beginning of the proposal will explain the goals of the research as well as any theories the research is attempting to prove. Step 2 Identify the information needed for the research. Explain the type of research information that is necessary to serve the purpose identified in step one. For example, if the research is on television viewing habits, one type of information needed is the kind of shows being watched as well as the audience that is watching. Different demographics often have different viewing habits, so identifying the information you need is a critical part of the market research proposal. This information is a necessary component in the first third of the proposal. Step 3 Explain the research methods that will be used. You know what information is needed; now detail how you will find it. Will you use a poll? What other measuring tools will you use? Step 4 Explain the cost of the research. The cost is going to influence those making the decisions. Each recommendation you make should include a specific cost breakdown as well as a rating of the importance of that research tool in relation to the others. For example, if you can obtain the same information through two different methods, you should include cost, validity and reliability scales for decision-making. Step 5 Conclude the market research proposal with a summary and recommendation. While the bulk of the proposal should explore all options, the summation should include your recommendations and assessments of all the available options. 6. Step 6 Edit for structure. Be sure to format the market research proposal with an executive summary (abstract/introduction), background (information and research), and a definition of the research or the problem you seek to resolve with the research. Be sure to include objectives, research methods (how information will be gathered and analyzed) and method of reporting.