Preparing the Marketing Research Brief and Proposal

Abstract

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:

• What do we want to know?

• What will we do with the information when we get it?

In this way clearly defined objectives can be set and adhered to.