Toolkit: Plan, Launch, and Build

Marketing Research Plan Outline

This document sets forth a comprehensive outline for a marketing research plan designed to supply customers with information. It contains information regarding the purpose and description of the plan as well as a timeline of key deliverables, a budget, and a sample detailed execution plan. This document also includes governmental resources for performing market research. This document should be used as a checklist to be sure that the company or product manager includes all the relevant information when conducting market research.



Marketing Research Plan Outline
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This document sets forth a comprehensive outline for a marketing research plan
designed to supply customers with information. It contains information regarding the
purpose and description of the plan as well as a timeline of key deliverables, a budget,
and a sample detailed execution plan. This document also includes governmental
resources for performing market research. This document should be used as a
checklist to be sure that the company or product manager includes all the relevant
information when conducting market research.
Marketing Research Plan
        Outline

Key Components of Building a Marketing Research Plan

                    (Insert Year)
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.      How you intend to analyze the data you collect. ...............................................................................3
   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 .............................................................................................................................................................5
Marketing Research Budget............................................................................................................................6
Detailed Execution Plan ..................................................................................................................................7
Appendix: Governmental Resources for Market Research ...........................................................................8




© Copyright 2013 Docstoc Inc.                                                                                                                   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 m

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