British Airways 9.1 Research Proposal (Word limit: 750 words) 1. Executive summary A summary of the major points from each of the other sections to give an overview of the entire proposal 2. Background Present the background information of the client/ company, based on secondary data and interviews with management and key employees of the company. Include information such, name and location of the company, size of the company, nature of the business and competitive environment, company’s performance indicators as compared to competitors in the industry, and/ certain standards/ such expected performance levels for the company. Use tables and graphs to illustrate your discussion. 3. Problem definition and research objectives Specify the problem/ opportunity you have identified from the competitive environment or the company’s performance data. MRP/MRQ: Broad statement of study aim: What information do you need? Marketing Research Objectives (MRO): Your research objectives should be more specific than MRP/MRQ above and should be clear statements of the purpose of your research. Your research findings will be measured against your statement of research objectives, so they should be clear and achievable. 1. Research design The research design to be adopted (i.e. planned research design) should be specified. Information should be provided on the following components: Research design/ research MKT2210: Marketing Research 33 MKT2001: Marketing Research & Insights approach, research method, target population, sampling methods, data collection methods, and instruments (see lecture notes for details on these). 2. Data analysis and reporting Brief statement of how data will be collected and analyzed. 3. Costs and timetable The cost of the project and a time schedule, broken down by phases, should be presented. A critical path method chart might be included. 4. Research organization and key researchers working on the project Provide information on who will be doing the work. 5. Bibliographies List at least 9 cited references.
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