Regardless of who carries out the work involved in a market research project, it is important that a clear brief is produced against which the subsequent work will be undertaken and judged. The research brief, which should be produced in both written and verbal form, is a key document and the starting-point. In its preparation it is important that the following questions are to the fore:
In this way clearly defined objectives can be set and adhered to.
What do we want to know?
What will we do with the information when we get it?
Unable to display preview. Download preview PDF.
© Mike Meldrum and Malcolm McDonald 1995