2009
Building a Marketing Research Plan From Scratch
Contents
Introduction ....................................................................................................................................................2 Purpose ...........................................................................................................................................................3 Description of Plan ..........................................................................................................................................4 Timeline of Key Meetings and Deliverables ....................................................................................................7 Budget .............................................................................................................................................................8 Marketing Research Budget........................................................................................................................8 Detailed Execution Plan ..................................................................................................................................8 Appendix .......................................................................................................................................................10
1
Introduction
Your client has come to you with either a new product or service that they wish to sell, or an established product or service that they wish to push out into a new market. They have asked you to come up with a plan for researching the proposed market in order to determine if their product or service will be viable in that market. Below, we will walk you through the key elements of building a marketing research plan that will allow you to give your client the information they need in order to make an informed decision about whether to proceed with the research that will be necessary before marketing their goods or services to a specific group of potential buyers.
2
Purpose
The goal of any marketing research plan is to set out how three things will be determined: 1. The best market for the product