Preparing the Marketing Research Brief and Proposal

  • Mike Meldrum
  • Malcolm McDonald
Chapter

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.

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Copyright information

© Mike Meldrum and Malcolm McDonald 1995

Authors and Affiliations

  • Mike Meldrum
    • 1
  • Malcolm McDonald
    • 1
  1. 1.Cranfield School of ManagementUK

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