LECTURE 2_MRF_RESEARCH BRIEF PROPOSAL _2025_2026.pdf

# Understanding the market research process and problem definition This topic outlines the critical initial stages of the marketing research process, emphasizing the meticulous definition of the business problem and its subsequent translation into clear research objectives and questions, culminating in a 'go/no-go' decision for undertaking research [5](#page=5). ### 1.1 The marketing research process overview The marketing research process is a systematic, multi-step approach to gathering and analyzing information to aid in marketing decision-making. The initial steps are foundational and crucial for the success of the entire endeavor [5](#page=5) [6](#page=6). Key steps in the marketing research process include: * Step 1: Establish the need for marketing research [5](#page=5). * Step 2: Define the problem [5](#page=5). * Step 3: Establish research objectives & questions [5](#page=5). * Step 4: Determine research design [5](#page=5). * Step 5: Identify information types and sources [5](#page=5). * Step 6: Determine methods of accessing data [5](#page=5). * Step 7: Design data collection forms [5](#page=5). * Step 8: Determine the sample plan and size [5](#page=5). * Step 9: Collect data [5](#page=5). * Step 10: Analyze data [5](#page=5). * Step 11: Communicate the insights [5](#page=5). Following these steps are the creation of a research brief and a research proposal [5](#page=5). ### 1.2 Identifying the business problem The entire marketing research effort originates from a clearly defined business problem. An inadequately defined problem can lead to wasted resources, time, and money, resulting in non-actionable research outcomes. Therefore, an accurate and adequate definition of the problem is an instrumental step [6](#page=6). Key questions to consider before commencing a research project include: * What is the purpose of the study [7](#page=7)? * Should research be conducted? Why [7](#page=7)? * Is additional background information necessary [7](#page=7)? * What information is needed to make the decision [7](#page=7)? * How will the information be used [7](#page=7)? ### 1.3 The 'go/no-go' decision for research Before committing to a marketing research project, a critical evaluation of its necessity and feasibility must take place. This involves a "go/no-go" decision based on several factors [8](#page=8). > **Tip:** Tapping into in-house knowledge by speaking with internal experts can often provide preliminary insights and potentially answer some research questions without formal research. Similarly, utilizing secondary data, including free published materials and inexpensive syndicated databases, can be a cost-effective starting point. Internal data sources, such as customer databases, are also valuable [8](#page=8). A decision tree can guide this process: 1. **Is information already on hand adequate?** If yes, market research may not be needed. If no, proceed [8](#page=8). 2. **Is the decision strategically important?** If yes, proceed. If no, market research may not be needed [8](#page=8). 3. **Does the information value exceed the research cost?** If yes, proceed. If no, market research may not be needed [8](#page=8). 4. **Can the research be done and presented credibly?** If yes, proceed. If no, market research may not be needed [8](#page=8). 5. **Is sufficient time available to adequately conduct the research?** If yes, consider market research. If no, market research may not be needed [8](#page=8). The decision is also influenced by: * Time constraints [8](#page=8). * Availability of data [8](#page=8). * Strategic implication [8](#page=8). * Benefits vs. costs [8](#page=8). * Quality and methodology [8](#page=8). ### 1.4 Research questions, objectives, and hypotheses Once the need for research is established, the focus shifts to defining what the research will investigate and achieve [9](#page=9). * **Research questions** are specific inquiries that the research aims to answer, directly addressing the problem statement [9](#page=9). > **Example:** If the global problem is to "Increase consumer engagement," a research question could be "What are the drivers of engagement?" or "What is the consumer classification by level of engagement?" [10](#page=10). * **Research objectives** are goal-oriented statements that specify the information required to answer the research questions and solve the problem. They must be clear, specific, and actionable [9](#page=9). > **Example:** For the global problem of "Increase consumer engagement," corresponding research objectives could be "To determine the drivers of engagement" and "To classify customers by level of engagement" [10](#page=10). * **Hypotheses** are statements taken as true for the purpose of investigation. They are assumptions about the consequences of decision alternatives and are useful in designing the research proposal [9](#page=9). > **Example:** For Harley-Davidson's management problem of whether to produce more motorcycles, hypotheses might include: "H1: There are distinct segments of motorcycle buyers," "H2: Each segment is motivated to own a Harley for a different reason," and "H3: Brand loyalty is high among Harley-Davidson consumers in all segments" [12](#page=12). ### 1.5 Translating problems into research questions and objectives The process involves moving from a broad "Global Problem" to specific "Research Questions" and then to actionable "Research Objectives" [10](#page=10) [11](#page=11) [12](#page=12). > **Example:** > > | Global Problem | Research Questions | Research Objectives | > |---|---|---| > | Increase consumer engagement | What are the drivers of engagement? What is the consumer classification by level of engagement? | To determine the drivers of engagement. To classify customers by level of engagement. | | [10](#page=10). > | Optimise product renovation | | | | [11](#page=11). > | Improve brand positioning | | | | [11](#page=11). > | Refine the understanding of the market for refrigerators | | | | [11](#page=11). > | Should Harley-Davidson invest to produce more motorcycles? | Who are the consumers? What are their demographic and lifestyle characteristics? Can different types of consumers be distinguished? Is it possible to segment the market in a meaningful way? How do consumers feel regarding their Harleys? Are all consumers motivated by the same appeal? Are the consumers loyal to Harley-Davidson? What is the extent of brand loyalty? | To characterize consumers according to their demographics and lifestyle. To identify different consumer segments. To identify and quantify the importance of the drivers of preference. To determine the consumer level of loyalty. | | [12](#page=12). ### 1.6 Research Brief and Proposal Following the problem definition and objective setting, two key documents emerge: * **Research Brief:** This document outlines the client's business problem, the necessity and end-use of the research, the background context, information needs (research objectives), the target population, the suggested approach, expected deliverables, timelines, and budget [35](#page=35). * **Research Proposal:** This expands on the brief and includes an introduction to the business problem, detailed research objectives, the research design (including sample and data collection methods), expected outputs, a timetable, costs, and a plan for addressing ethical, legal, and regulatory issues [35](#page=35). A **Research Design** is a master plan that details the procedures needed to obtain the information required to structure or solve market research problems. There are three main types of research: Exploratory, Descriptive, and Causal [35](#page=35). --- # The research brief and proposal This section outlines the purpose, components, and content of both the research brief, initiated by the client, and the research proposal, prepared by the researcher, serving as crucial documents in the market research process [5](#page=5). ### 2.1 The research brief A research brief is a document created by the client, buyer, or user of market research. Its primary purpose is to communicate the project's requirements and objectives. A well-crafted brief helps the client clarify their business problem and prioritize research objectives, ensuring they define what they want to achieve from the research. Simultaneously, it guides research vendors in understanding the business problem and developing an appropriate research approach. Investing time in writing a clear and well-designed research brief leads to superior research outcomes [13](#page=13). #### 2.1.1 Key components of a research brief A comprehensive research brief typically includes the following key components [14](#page=14): 1. **Background and business issue:** This section provides a concise description of the client and the main business issue(s) or problem(s) that the research aims to address. For instance, if a company plans to launch a new prepaid card, this section would detail the card's functionalities and the market they intend to target. It would also state the client's goal, such as identifying the optimal product construct and fee structure for the target audience before the planned launch within six months [15](#page=15). 2. **Research objectives:** This component summarizes the most important research objectives and outlines the key information needs that the research must fulfill [16](#page=16). 3. **Sample requirements / Preferred approach:** This section specifies the criteria for target respondents, such as product ownership or usage, the countries of interest, the required number of respondents, and the preferred data collection methods (e.g., interviews, self-administered questionnaires) [17](#page=17). 4. **Timing and budget constraints:** Information on existing deadlines is crucial, as timings influence methodology choices, reporting formats, and allow vendors to manage their capacity effectively. Indications about the projected budget are also highly preferred by vendors, as the available budget directly impacts the research scope and methodology [18](#page=18). 5. **Other resources / Prior research:** This part includes details of any existing research or studies relevant to the topic that could be beneficial for the research vendor [19](#page=19). 6. **Deliverables & Project owners:** This component specifies the expected outputs of the research, such as the format of the final report (e.g., full report, executive summary, presentations for different audiences). It may also include whether an interim debrief is required and details of relevant contacts for proposal submission [20](#page=20). > **Tip:** A well-structured research brief is fundamental for successful market research projects, ensuring alignment between client needs and researcher execution [13](#page=13). ### 2.2 The research proposal A research proposal is a document prepared by the researcher in response to a client's brief. It serves as the basis for a potential contract. The proposal outlines the research to be conducted, proposes and justifies a suitable approach, details the research methodology, and specifies the timing and costs involved. Its primary aim is to demonstrate a clear understanding of the business problem, its context, the need for research, and the researcher's capability to conduct effective research [21](#page=21). #### 2.2.1 Questioning the brief Before developing a proposal, it is essential for the researcher to critically evaluate the brief [22](#page=22): * What is the core business problem [22](#page=22)? * Why is research deemed necessary [22](#page=22)? * Are the information needs clearly defined [22](#page=22)? * Will the proposed research effectively address the problem [22](#page=22)? * Are the research objectives clear and relevant to the business problem [22](#page=22)? * Does the brief clearly articulate the client's expectations [22](#page=22)? * Does the brief provide sufficient information to write a high-quality proposal [22](#page=22)? * If a research approach is suggested in the brief, is it feasible and capable of delivering the required outcomes [22](#page=22)? #### 2.2.2 Contents of a 'full' research proposal A comprehensive research proposal typically includes the following sections [23](#page=23): * **Introduction:** This section covers the background and context of the problem, explains why research is needed, and presents the researcher's credentials [23](#page=23). * **What research will do (research objectives):** This clearly states the goals and objectives the research aims to achieve [23](#page=23). * **Methodology or approach:** This details the overall research design, the sampling strategy, the methods for data collection, and the planned analysis techniques [23](#page=23). * **Timing – Deliverables – Budget:** This outlines the project timeline, the expected outputs or deliverables, and the proposed budget [23](#page=23). #### 2.2.3 The Bachelor thesis research proposal For academic purposes, such as a Bachelor's thesis, a research proposal typically includes specific elements [24](#page=24): * Subject area / preliminary project title [24](#page=24). * Relevance to the minor subject [24](#page=24). * Statement of the problem / rationale [24](#page=24). * Literature review / State of the art [24](#page=24). * Research Question(s) & Hypotheses [24](#page=24). * Research methods [24](#page=24). * Expected outcomes [24](#page=24). * Bibliography [24](#page=24). * Appendix: Gantt chart [24](#page=24). #### 2.2.4 Proposal evaluation Research proposals are typically evaluated by clients based on several criteria when presented by vendors. These criteria include the vendor's understanding of the problem, their rephrasing of the research objectives, questions, and hypotheses, the proposed methodology, the clarity and logical structure of the proposal, and the cost, timing, and type of deliverables offered. Vendors are often expected to present their proposals in a concise written document and a convincing presentation [25](#page=25). > **Example:** A client looking to understand consumer attitudes towards a new financial product would provide a research brief outlining the product, target audience, and desired outcomes. The research vendor would then submit a proposal detailing their approach to gathering this information, including survey design, sample selection, data analysis, and a cost estimate, to secure the project [15](#page=15) [21](#page=21). ### 2.3 Summary of research brief and proposal components A research brief should encompass the client's business problem, the necessity for research and its end-use, the problem's background and context, specific information needs (research objectives), the target population, the suggested approach and analysis, and the expected deliverables, timings, and budget [35](#page=35). A research proposal should include an introduction to the client's business problem, the research objectives, the research design (including sample and data collection methods), the expected outputs (e.g., dashboard, report, presentation), a timetable and costs, and details on ethical, legal, and regulatory issues and how they will be managed [35](#page=35). > **Tip:** Understanding the distinct roles and content of the research brief and proposal is crucial for effective communication and successful project execution in market research [13](#page=13) [21](#page=21). --- # Research design and data collection methods This topic explores the definition of research design and introduces the three main types: exploratory, descriptive, and causal research, along with considerations for data collection like small vs. big data and active vs. passive collection [4](#page=4). ### 3.1 Research design A research design is defined as a master plan that details the procedures required to acquire the information necessary for structuring or resolving market research problems. It specifies the methods for both collecting and analyzing the needed information. A well-executed research design is considered the "first rule of good research" and knowledge of the required design aids in effective planning of both time and budget [26](#page=26). #### 3.1.1 Types of research design There are three primary types of research designs: exploratory, descriptive, and causal [27](#page=27) [35](#page=35). ##### 3.1.1.1 Exploratory research Exploratory research is an unstructured, informal research method typically conducted at the beginning of research projects. Its primary uses include gaining background information, clarifying concepts, formulating the problem more precisely, developing hypotheses, and establishing research priorities. The methods employed in exploratory research are generally qualitative [28](#page=28) [29](#page=29). > **Tip:** Exploratory research is particularly useful when little is known about a problem situation, when research objectives and hypotheses are not yet well-defined, or when the methodological approach is unclear. However, it's not always necessary to start every research design with exploratory research, especially if the problem is already defined and the approach is clear [30](#page=30). ##### 3.1.1.2 Descriptive research Descriptive research aims to collect data to examine the characteristics of consumers and/or markets. It answers questions related to who, what, where, when, and how. This type of research is desirable for projecting findings to a larger population, provided the study's sample is representative. Common methods include quantitative research, surveys, observations, secondary data analysis, and expert interviews [28](#page=28). > **Example:** A descriptive study might aim to understand the demographic profile of customers who purchase a specific product, how frequently they purchase it, and where they typically buy it. ##### 3.1.1.3 Causal research Causal research focuses on exploring phenomena in terms of cause-and-effect relationships. Its purpose is to evaluate and quantify the impact of independent variables on a dependent variable. Methods for causal research often involve experiments, such as before-and-after testing, control and test groups, and A/B testing [28](#page=28). > **Tip:** Causal research is essential when a business needs to understand which marketing actions lead to specific outcomes, allowing for more targeted and effective strategy development. #### 3.1.2 Exploratory versus conclusive research Conclusive research is a broader category that includes descriptive and causal research designs. Unlike exploratory research, conclusive research aims to provide definitive answers to specific research questions and is often used for decision-making [29](#page=29). #### 3.1.3 Relationships among research types Exploratory research often serves as the initial step in a research project. However, it's not a mandatory starting point for all research designs. In some instances, exploratory research may follow descriptive or causal research if new questions arise during those stages [30](#page=30). ### 3.2 Data collection methods #### 3.2.1 Small vs. big data Data can be categorized based on its size and the methods of analysis employed [31](#page=31). * **Small data:** This refers to data produced by traditional research methods, encompassing both qualitative and quantitative approaches. The analysis of small data primarily involves statistical techniques [31](#page=31). * **Big data:** This term describes large volumes of data stored in big databases. The analysis of big data is more complex, often involving data mining, advanced analytics, machine learning, and statistical techniques [31](#page=31). #### 3.2.2 Active vs. passive collection Data collection can also be distinguished by the level of participation from the target population [32](#page=32). * **Active data collection:** This method involves the explicit participation of the target population in providing data, with or without the researcher's direct presence [32](#page=32). * **Passive data collection:** In contrast, passive data collection involves the automatic gathering of data without the active involvement of the target population. Examples of this include the use of cookies and trackers on websites [32](#page=32). ### 3.3 Research brief and proposal components A research brief should contain essential information such as the client's business problem, the necessity and intended use of the research, background context, specific information needs (research objectives), the target population, suggested research approaches and analysis methods, and expected deliverables, timelines, and budget. A research proposal builds upon this and typically includes an introduction to the business problem, research objectives, the research design (including sample and data collection methods), expected outputs, a timetable, costs, and details on how ethical, legal, and regulatory issues will be addressed [35](#page=35). --- # Assessing research quality and project assignments This topic explores the fundamental concepts of validity and reliability in research, alongside expectations for homework and group assignments [1](#page=1) [33](#page=33) [36](#page=36). ### 4.1 Validity and reliability in research quality Validity and reliability are paramount in evaluating the quality of research [33](#page=33). #### 4.1.1 Validity Validity addresses the extent to which a research study accurately measures the intended concept. It can be categorized into two main types [33](#page=33): * **Internal validity**: This refers to the research's capacity to produce credible evidence that directly addresses the research problem [33](#page=33). * **External validity**: This pertains to the research's ability to generalize findings from a specific sample to a broader population [33](#page=33). > **Tip:** Internal validity ensures that the observed effects are indeed due to the manipulated variables and not confounding factors within the study itself. External validity determines if the results are applicable beyond the immediate study context. #### 4.1.2 Reliability Reliability concerns the consistency with which a research method measures a particular phenomenon. A reliable method will yield similar results if applied repeatedly under the same conditions [33](#page=33). ### 4.2 Project assignments Assignments are integral to the learning process, including both individual homework and group projects [1](#page=1) [36](#page=36). #### 4.2.1 Homework for week 2 For week 2, students are assigned to read the MRF Group Project Brief [1](#page=1). #### 4.2.2 Group assignment The group assignment involves brainstorming potential research questions [36](#page=36). > **Example:** In a group project, brainstorming research questions could involve identifying a broad area of interest, discussing potential sub-topics within that area, and then formulating specific, measurable, achievable, relevant, and time-bound (SMART) questions that can be investigated [36](#page=36). --- ## Common mistakes to avoid - Review all topics thoroughly before exams - Pay attention to formulas and key definitions - Practice with examples provided in each section - Don't memorize without understanding the underlying concepts

| Term | Definition | |------|------------| | Business problem | The fundamental issue or challenge that necessitates marketing research, requiring a clear definition to guide the research process effectively. | | Research question | A specific, focused inquiry that the research project aims to answer, derived from the broader business problem to provide actionable insights. | | Research objectives | Goal-oriented statements that outline the precise information needed to address the research questions and solve the business problem, ensuring clarity and specificity. | | Research hypotheses | Testable statements or assumptions about potential outcomes or relationships that are investigated during the research process to draw conclusions. | | Research brief | A document created by the client or user of market research that communicates the purpose, requirements, and scope of a research project to potential vendors. | | Research proposal | A document prepared by a researcher or vendor in response to a client brief, detailing the proposed research approach, methodology, timeline, and costs. | | Research design | A master plan or blueprint that specifies the procedures and methods for collecting and analyzing the necessary information to structure or solve market research problems. | | Exploratory research | An unstructured and informal research approach typically conducted at the beginning of a project to gain background information, clarify concepts, and formulate hypotheses when little is known about a problem. | | Descriptive research | Research undertaken to examine the characteristics of consumers and/or markets, providing answers to questions about who, what, where, when, and how, and is useful for projecting findings to a larger population. | | Causal research | Research that explores phenomena in terms of cause-and-effect relationships, often involving experiments to evaluate the impact of independent variables on dependent variables. | | Validity | A measure of how well a research study accurately measures what it intends to measure, encompassing internal validity (credibility of findings) and external validity (generalizability to a larger population). | | Reliability | The consistency with which a research method or instrument measures a particular construct or phenomenon across different administrations or samples. | | Small data | Information produced by traditional research methods, including qualitative and quantitative data, typically analyzed using statistical techniques. | | Big data | Large volumes of diverse data, often stored in big databases, that are analyzed using advanced techniques such as data mining, machine learning, and statistical methods. | | Active data collection | A method where data is gathered with the direct participation of the target population, which can occur with or without the researcher's presence. | | Passive data collection | A method where data is collected automatically without the active involvement of the target population, often utilizing technologies like cookies and trackers. |