Marketing Research Plan Outline
Key Components of Building a Marketing Research Plan
2009
Marketing Research Plan Outline
Table of Contents
Introduction ....................................................................................................................................................2 Purpose ...........................................................................................................................................................2 Description of Plan ..........................................................................................................................................2 1. The method or methods by which you plan to conduct the research. Methods for market research include the following: ..................................................................................................................2 b. Statistical research to obtain demographical information, which includes: ......................................3
c. Analysis of how current customers view the product or service (if it is already being offered in other markets), by: .....................................................................................................................................3 d. Informational research on the competition will include the following, and will sometimes require “mystery shopping” to obtain the information required. ..........................................................................3 2. 3. How you intend to analyze the data you collect. ...............................................................................3 How much it will cost to implement the plan. ....................................................................................3
b. You will also need to let the client know what will be included in the cost, in other words, what they can expect for their money. These considerations include: ..............................................................4 a. You will need to offer a timeline to your client for when they can expect each phase of the project to be completed, and when they will hear from you with feedback and follow-up on the research. Such a timeline should touch on each of the following steps in the process: ....................................................4 Timeline of Key Meetings and Deliverables ....................................................................................................4 Budget ............................................................................................................