What is the research proposal?
Basically, the research proposal – a written document and personal presentation – is a best response to the marketing research brief. As such, it represents an ability to communicate, and this should be a selection factor – remember that the organization subsequently commissioned to carry out the research is providing an indication or preview of its listening, communication and presentation skills. This assessment opportunity for the client should not be overlooked.
The research proposal should provide a specification of what the research organization will do, how it will carry out the work and what it will cost. It is important that it conveys its understanding of what is expected, and its competence to provide the work most efficiently. This understanding and competence should be in both written and verbal forms if presented personally.
What should it contain?
A good research proposal should include:
How should the sponsoring organization respond?
Acceptance of the proposal should be in writing. It should authorize the work and confirm the points of agreement and costs involved. This should provide a binding agreement as to what is to be done and at what cost – thus, it is hoped, eliminating any subsequent disagreement between the two parties.
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