Standard Article

Marketing Research Proposal

Part 2. Marketing Research

  1. Gaurav Bhalla

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem02007

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Bhalla, G. 2010. Marketing Research Proposal. Wiley International Encyclopedia of Marketing. 2.

Author Information

  1. Knowledge Kinetics, Reston, VA, USA

Publication History

  1. Published Online: 15 DEC 2010


One of the defining characteristics of contemporary management practice is information-based decision making. However, business/marketing executives do not always have a complete or an accurate understanding of markets and their elements, such as customers, competitors, and consumption occasions. Marketing research (MR) is widely used to provide relevant and timely information to client companies and their decision makers. The MR departments of client companies issue request for proposals (RFP)s and review MR proposals from competing service providers to identify and select the best company for the assignment. The quality of the MR proposal plays a significant role in determining which company wins the business. Key drivers of the quality of an MR proposal are a deep understanding of the client's business issue, how well that understanding is parlayed into designing a research study, the conceptual framework guiding data collection, and the analytical tools used to extract information and insights from the data collected. The article presents a framework for proposal development and discusses how its various elements should be discussed to ensure that what is communicated to the client is rigorous, systematic, and complete.


  • marketing research proposal;
  • research design;
  • research objectives;
  • RFP;
  • analytical objective;
  • analytical plan;
  • sampling design;
  • line of inquiry