the market research proposal

How to Create a Market Research Proposal (+Template)

Continuing the market research series, in this article, we’ll discuss what a market research proposal is and how to create one.

To recap, what we’ve covered so far in the series, we’ve talked about what market research is, the different types of market research you need to do to grow your business, and the benefits of conducting market research .

What is A Market Research Proposal

Conducting market research is expensive, and if you work in a large organization, then you would need to justify such expenses.

Before conducting your research you’d need to shed some light on past data about your market, gaps in the data, and why new research is necessary.

This is where a Market Research Proposal come in to play.

Typically, a research proposal is a document proposing a research project, usually, these proposals are done by a scientist or an academic. 

The proposals are then evaluated on the cost and potential impact of the proposed research, and on the soundness of the proposed plan for carrying it out. Research proposals generally address several key points:

• What research question(s) will be addressed, and how they will be addressed
• How much time and expense will be required for the research
• What prior research has been done on the topic
• How the results of the research will be evaluated
• How the research will benefit the sponsoring organization and other parties involved

The same principles apply here, only that your business market environment is what is being researched, which is your target market.

A market research proposal is a document that details the what, the where, the when and the how of market research and the information and costs associated with it.

If this sounds complicated, then here’s what you need to know about a market proposal. It addresses:

• Why market research is necessary and what you aim to gain from the research
• What resources are required for the research
• Past research done on your market
• How the data from this market research will be collected, stored and used
• How the research will benefit your business

Keep in mind that at this point you are not conducting the research yet, you are simply providing a rationale behind why market research is necessary.

In the next article in this “Market Research” series, we will discuss the process of conducting market research, but for now, we need to provide a compelling document on why, how, when and where the research will be conducted.

11 Steps to Create A Market Research Proposal

Now that you know what a market research proposal is, it’s time to create one. There are 11 steps to create a sound and compelling market research proposal

1. Market Research Proposal Summary

Start your proposal by briefly explaining the purpose of the market research and why it is required. Also, give an overview of what the desired outcome of the market research is.

If your business is interested in pouring resources into an in-depth market research then surely, there is something you hope to gain from it.

Remember to provide reasoning for the need of this specific market research and let whoever is reading this, such as the CEO, COO. know what contributions this research will make to the company.

TEMPLATE TO USE:

The market research project, entitled [RESEARCH PROJECT TITLE] hopes to discover more information regarding market trends in [SPECIFIC AREA]. The following summary will give an overview of the causes, processes, and possible effects of the market research proposal, detailed below.

2. Research Objectives

In this section of your proposal give full details about what problem has been identified that requires market research to be conducted. I.e. Show why there is a specific need for this research in the first place.

Explain what the market research results will be used for and how they will help achieve the overall goals. Describe the goals which you hope to achieve with this project.

The proposed market research project contains the following objectives:

• Objective one
• Objective two

3. Background Information on Past Market Research

Odds are you’re not the first person/company to conduct research on your market. This means that there is existing information on your market. However, this knowledge might be outdated, or might not provide the data your business needs.

So, in this section explain what information already exists on this topic and what is already known. Also, highlight the gaps in knowledge that the market research will hopefully fill.

Here you will show information from existing sources regarding the specific topic to be researched. It is great to provide cited sources, graphs, charts, and statistics. 

You will use this section to show that you know a great deal about the market you will be researching, but you also need to show the holes in the current knowledge.

You can then demonstrate the specific need for your proposed research plan, and how this market research plan will fill these holes and contribute to the knowledge of this subject.

4. Market Research Proposal Hypothesis

If your business needs to conduct market research, then you probably have a few ideas of what you hope to get or learn from the research.

In this section describe what you believed to be the likely outcome of the market research and what you hope to learn.

5. Research Target Audience

Your business doesn’t target everyone, and odds are your business targets different audience types. So who is this research targeted at?

This is a very important part of your proposal and you need to be as detailed as possible about the target audience or audiences you will be researching.

Also, describe how you will source this target audience and how you will ensure they meet the correct criteria.

6. Data Collection of Market Research

Time to get to the good stuff. In this part of your proposal, you MUST detail all the data collection methods that will be used during the market research and, how they will be carried out. 

You MUST also explain how the accuracy of data will be maintained, how potential candidates for the research will be approached and, if applicable, how they will be reimbursed for their time and contribution.

Use specifics and consider potential questions such as.

• How will you maintain the accuracy of data? 
• How will you approach potential survey or research candidates? 
• Will these participants be paid for their time? 
• At what times of day will you make phone calls? 
• In what ways will you ensure an accurate data sample? 

The more information you can provide in this section, the better.

Our methods of data collection will be best suited to the project at hand. Research methods will include:

• Focus groups
• Collection of social media data
• Surveys via the Internet, phone, or email
• Long range in-home consumer tests
• Distribution of samples
• In person promotionals

These individuals will be selected [HOW THEY ARE SELECTED] to ensure an appropriately constituted pool of data from which we can infer accurate insights and trends.

The pool itself comprises of individuals who have expressed to us an interest in participating in such surveys, and they will be compensated by [METHOD OF COMPENSATION]….

7. Research and Analysis Methodology

In this section of your proposal, you are to discuss the strengths and possible limitations of your research methods. 

Provide an overall blueprint for your methodology in approaching research data, and describe the implications of each method of data collection, and explain the methods you will use to interpret the data. 

Lastly, discuss the means of evaluating the collected data and how you will account for errors, holes in data, or inaccuracies.

8. Ethics to be Followed During Research

You’re almost done with your proposal, but there are still a few important details that need to be included. 

Explain how the market research will adhere to ethical codes by thinking about how issues such as participant confidentiality, data security, privacy, and consent of research participants will be addressed.

Include waivers or documents you plan to provide to research participants, if applicable

9. Market Research Timeline

In this section, provide a detailed timeline of when the research needs to begin and when a full report is required, ensure sufficient and realistic time for both data collection and data analysis are considered.

Market Research Timeline

• Task 1 ([DATE] [TIME])
• Task 2 ([DATE] [TIME])
• Task 3 ([DATE] [TIME])

10. Market Research Budget

We’re almost done with our proposal, but it’s time to include arguably the most important section. After all, if your company does not have the funds and resources then there would be no research in the first place.

Provide an overall budget for the proposed project. Make sure to include all possible cost considerations. You can provide a breakdown of those here. 

Don’t forget budgets for sections such as Participant Reimbursement, funds for documents, rental space.

11. Conclusion

This is the last part of your market research proposal. You can add ways in which this market research will provide further benefits or include unique applications of the potential results.

Now that you know the market research proposal process and the importance of market research, in the next article will discuss the actual market research process.

Comment with any questions you have about Market Research Proposals and I will get back to you ASAP.

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How To Write Market Research Proposal: Tips and Best Practices

Entrepreneurs and companies need to get critical information about their industry or specific market landscape to help ensure their business becomes a success.

This is where market research plays a role. But to be effective, proper steps must be outlined through a market research proposal.

If you’re a business owner or a marketer, you must learn how to write a market research proposal correctly . So here’s a handy step-by-step guide on how to do just that. Plus, we’ll throw in a free template to help you get started.

Table of Contents

How To Write a Market Research Proposal

When drafting a market research proposal , you can adopt various styles depending on the industry or business. But to put forth a more organized proposal, it helps to adhere to proven structures and follow these steps.

1. Start with an overview

It’s always wise to open with an overview to give the readers of the proposal a general idea of what the market research is all about, as well as set their expectations. If you don’t want to use the term overview, you can also go with an executive summary or an introduction.

You can do a simple overview consisting of one to three paragraphs. Or if the situation calls for it, you can also present your executive summary with supporting information that may include any or all of the following:

• Definition of terms. List the terms that will be used in the market research proposal. Make sure to define them properly.
• Market conditions. Give an overall picture of the current market conditions. Explain the industry’s state and the competition level, as well as mention relevant economic or even political factors.
• Strengths, weaknesses, opportunities, and threats (SWOT) analysis. You can also present market conditions through a SWOT diagram, which summarizes everything neatly.
• Feasibility. If you want to cut to the chase, state the overall feasibility. You can also consider including the potential ROI (return on investment ).

2. Define the objectives

When writing a market research proposal, define the project’s goals as clearly as possible. You can begin with a larger, encompassing objective and then break it up with its corresponding parts. 

If you are dealing with multiple goals, make sure to explain how each separate objective relates to or affects one another.

Remember that clearly defined goals will guide the execution of the market research project – from the budget to the types of surveys or questions you will use.

3. Outline the execution

Market research can be accomplished in various ways, but there needs to be a clear plan for executing it.

Outline your methodology and approach to getting the information you need. As far as methods are concerned, you can choose from options like organizing focus groups, deploying online surveys, or holding interviews over the phone or face-to-face.

You should also consider if your approach is multi-faceted. Will the surveys be done once or through a series of batches? Will you follow up on the first wave of interviews with email surveys? 

Never forget to include the rationale for choosing your methodology. Factors to remember include costs, logistics, and timeline.

4. Explain how the results will be analyzed and reported

Market research proposal creation would be incomplete without including the mechanics for analyzing and reporting the results.

You must present a concrete plan for how the market research data will be collected and safely stored. 

Next on your list is to explain how the data will be analyzed. Of course, what comes after is the reporting part. It’s more than just presenting the facts. You should also include your interpretations and, more importantly, your recommendations.

5. Discuss the timeline, costs, and conditions

Market research takes time and isn’t free. So, you’ll need to define your timeline and expected costs clearly.

It’s also important to tackle the terms and conditions of the market research project. The more transparent you are, the more you can prevent misunderstandings in the future.

Download the Market Research Proposal Template

When drafting a market research proposal, you can accomplish things faster using a reliable template. 

Sign up now for a free account at Fill to get a market research proposal template. It’s just one of several templates that we offer for free.

Market Research Proposal

Common Mistakes to Avoid When Writing a Market Research Proposal

It’s not enough to know how to draft a market research proposal. You also have to be aware of common mistakes people commit when preparing these proposals.

• Lack of details. When you already know how to create market research proposals, you use certain structures and templates repeatedly. But sometimes, you forget to add elements that make your proposal look legit instead of being an apparent copy of another.
• There is not enough review and fact-checking. We’re not talking about simple spelling and grammar errors. We’re referring to the information you included in your market research proposal. Are they up-to-date? Are the sources considered trustworthy?
• There is too much hype. Be careful not to get caught up in the excitement of your proposal. Remember that you are dealing with business people. Be realistic and be clear about the goals. The last thing you need is to promise something you can’t deliver.
• Disorganized presentation. You can follow a decent structure when writing your market research proposal. But if you don’t organize the information you present in each section, you will you’re lose your reader’s interest.
• Underestimating visuals and diagrams. Yes, it’s showing real data is important, but you can be more persuasive by strategically using visuals, graphs, charts, and tables in your proposal. 

Using Fill to Create Your Market Research Proposal

Now that you know how to write a market research proposal, it’s time to put your learnings into practice immediately.

Create an account at Fill and grab a free market research proposal template today.

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How to Write a Market Research Proposal

The market research proposal is an important first step in near all studies. First and foremost, a skeleton that details a study’s direction, goals, and focus, such proposals are typically the first point of reference for management. While the proposals make or break a project’s funding, there is one other strength no research team can ignore: direction.

Critical for any undertaking that involves research, direction helps with both the pragmatics and concepts of near all studies. Market research proposals are vital for outlining both. They also explain the potential returns or results a study can yield. Ideally, the proposal should convince outside readers while informing research and development teams.

Language is important for writing a proposal, as is organization. A lot of detail goes into the typical research proposal, and sometimes there is no clear place for essential odds and ends. Luckily, there is a general organization, or logic, that most research proposals adopt. This allows readers to quickly absorb details, jump to pertinent sections, and digest its conclusions.

While not mandatory, using these structures add a cohesion that makes reading these papers more convenient and cohesive. Length, detail, and overall complexity are all factors when considering how a research proposal should be organized. Similarly, weigh the study’s goals and potential returns. Not every proposal necessitates the same sections. In fact, simple studies can do without a lot of sections that more involved or longer studies require. That mentioned, never write off these critical five elements of your research proposal.

Overview, Definition, and Terms

Important for summing up the study’s incentives, intents, and overall feasibility, overviews prep readers for the project’s strengths. Like everything else in a proposal, clarity is also all-important. Definitions and terms are vital. Overviews are also excellent for showcasing market conditions, opportunity, goals, and overall impact to ROI. While very important, always make sure to focus on the client. Their edification should be at the forefront of any proposal writer’s mind.

Hypothesis and Goals

While referenced in the overview, extrapolation about a project’s actual agenda goes a long way. Near everyone reviewing a research proposal will search for a hypothesis. While fine to reference in the overview, an outright hypothesis will always predominate the research proposal and its direction. Be clear as possible!

The hypothesis itself, however, explains the goal’s prospective burdens, costs, and returns. Also explain how these different elements combine to form a whole level of different parts. Perhaps most intrinsic is the order of said goals, as well how they compliment each other.

Realizing goals requires exploring a range of target segments that can appreciate the product, content, or whatever else. Exploring these different targets includes any range of periphery methods, not to mention actual possibilities. What is vital, however, is a full explanation as to why the target is pertinent.

Methodology and Conditions

The logical extension, research proposals must detail methodology. Include practices and conditions, study types, analysis standards, and other crucial aspects. Make sure extrapolation focuses on the actual methodology, however. Pragmatic intricacies can be glossed over, but that really depends on the reader. Researchers will typically want to know about the whole process, while management typically focuses on efficacy and ROI.

Discuss.io can offer deliverables within 48 hours, the fastest in the industry. Establishing a clear timeline  is still critical though. Product and content dev teams typically need to keep informed. A common timeline really encourages such cohesion, not mention also keeps MR better aware as to the product or content’s direction. Along with setting a schedule, timelines also helps inform team members of their objectives and schedule. Such a cohesive view both informs researchers as reminds them of the importance of each task.

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How to Write a Market Research Proposal: A Step-by-Step Guide

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Market research is a crucial part of running a successful business. It helps you gain valuable insights into your target audience, competition, and industry trends. A market research proposal is a document that outlines how you plan to conduct your research and the expected outcomes. In this article, we will provide you with a comprehensive guide on how to write a market research proposal step-by-step.

Understanding the Purpose of a Market Research Proposal

Before delving into the specifics of how to write a market research proposal, it's crucial to understand its purpose. The primary objective of a market research proposal is to identify any knowledge gaps and provide a detailed plan of how to close them.

Market research is a vital tool for businesses looking to make informed decisions about their products, services, marketing campaigns, and expansion plans. By conducting market research, businesses can gain valuable insights into their target audience, competition, and industry trends. This information can lead to more profitable business decisions, increased sales, and better customer satisfaction.

Importance of Market Research in Business

Market research is essential for businesses of all sizes and industries. It allows companies to identify new opportunities, assess the demand for their products or services, and stay ahead of the competition. By gathering data on customer preferences, behaviors, and needs, businesses can tailor their offerings to meet the needs of their target audience.

Market research can also help businesses identify potential risks and challenges in their industry. By understanding the market landscape, businesses can anticipate changes and adapt their strategies accordingly. This can help them stay ahead of the curve and maintain a competitive edge.

Key Components of a Market Research Proposal

A market research proposal should contain several critical components. These include the research question, objective, methodology, data collection and analysis, timeline, budget, and expected outcomes. The proposal should clearly explain how each of these elements will contribute to the research process.

The research question should be specific, measurable, and relevant to the business's objectives. The objective should clearly state what the research aims to achieve and how it will benefit the business. The methodology should outline the research design, data collection methods, and analysis techniques.

The data collection and analysis section should explain how the data will be collected, organized, and analyzed. The timeline should provide a detailed schedule of the research activities and milestones. The budget should outline the costs associated with the research, including personnel, equipment, and materials.

The expected outcomes should describe what the business hopes to achieve through the research. This could include new product or service offerings, improved marketing strategies, or increased customer satisfaction.

Overall, a well-written market research proposal can help businesses make informed decisions, improve their operations, and stay ahead of the competition. By identifying knowledge gaps and developing a detailed plan to address them, businesses can gain valuable insights and achieve their goals.

Preparing to Write Your Market Research Proposal

The first step in writing a market research proposal is preparing to write it. This involves identifying your research objectives, defining your target audience, and establishing a timeline and budget.

Identifying Your Research Objectives

The most critical aspect of a market research proposal is identifying the research objectives. This means determining the specific questions you want to answer through your research. Research objectives should be clear, concise, and measurable.

Defining Your Target Audience

Defining your target audience is another crucial step in preparing to write your market research proposal. You need to determine who your research will target and why they are relevant to your business. Doing so will help you design a research methodology that will yield valuable insights.

Establishing a Timeline and Budget

Creating a timeline and budget is essential when writing a market research proposal. A timeline outlines the expected completion date for each stage of the research process. The budget outlines the costs associated with each stage of the research process, including data collection and analysis. Both of these elements should be realistic and reasonable.

Crafting a Compelling Introduction

A compelling introduction sets the stage for the rest of your market research proposal. It should introduce your research topic, present the problem statement, and outline the scope of your research.

Introducing Your Research Topic

The introduction of your market research proposal should provide a brief overview of your research topic. This helps the reader understand the context of your research and why it's important.

Presenting the Problem Statement

The problem statement is a crucial part of your market research proposal. It's a concise statement that outlines the specific problem your research aims to solve. The problem statement should be clear, concise, and understandable to your target audience.

Outlining the Scope of Your Research

The introduction should also outline the scope of your research. This means identifying the boundaries of your research, such as the geographical location and sample size. Outlining the scope of your research helps readers understand the context of your research and the limitations.

Developing a Comprehensive Research Methodology

The research methodology is arguably the most crucial part of your market research proposal. It outlines the research methods, data collection, and analysis techniques you will use to gather information and make conclusions.

Selecting Appropriate Research Methods

There are many research methods available. Choosing the right research methods is critical to the success of your research. You must choose methods that are relevant to your research objectives and your target audience.

Designing Your Data Collection Process

The data collection process is a critical aspect of your market research proposal. It outlines how you plan to gather information from your target audience. You can use different methods such as surveys, interviews, or focus groups. It's crucial to choose the right data collection technique to get accurate and valuable data.

Ensuring Data Reliability and Validity

Data reliability and validity are crucial to the success of your market research proposal. Reliability means that the data you collect is accurate and consistent, while validity means that your research measures what it's supposed to measure. You need to choose research methods that provide reliable and valid data.

ChatGPT Prompt for Writing a Market Research Proposal

Use the following prompt in an AI chatbot . Below each prompt, be sure to provide additional details about your situation. These could be scratch notes, what you'd like to say or anything else that guides the AI model to write a certain way.

Please create a comprehensive and detailed plan for conducting market research, outlining the objectives, methodology, and expected outcomes of the research. The proposal should include a thorough analysis of the target market, competitors, and industry trends, as well as a clear plan for data collection and analysis. The proposal should also outline the budget and timeline for the research, as well as any potential limitations or challenges that may arise during the process. The ultimate goal of the proposal is to provide a clear and actionable plan for gathering insights and data that can inform strategic decision-making and drive business growth.

[ADD ADDITIONAL CONTEXT. CAN USE BULLET POINTS.]

In conclusion, writing a market research proposal is a critical step in conducting successful market research. It outlines all the aspects of the research process and sets the stage for the research to come. By following the step-by-step guide outlined in this article, you will be well on your way towards creating a comprehensive and valuable market research proposal for your business.

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• How to Write a Research Proposal | Examples & Templates

How to Write a Research Proposal | Examples & Templates

Published on October 12, 2022 by Shona McCombes and Tegan George. Revised on November 21, 2023.

A research proposal describes what you will investigate, why it’s important, and how you will conduct your research.

The format of a research proposal varies between fields, but most proposals will contain at least these elements:

Introduction

Literature review.

• Research design

Reference list

While the sections may vary, the overall objective is always the same. A research proposal serves as a blueprint and guide for your research plan, helping you get organized and feel confident in the path forward you choose to take.

Table of contents

Research proposal purpose, research proposal examples, research design and methods, contribution to knowledge, research schedule, other interesting articles, frequently asked questions about research proposals.

Academics often have to write research proposals to get funding for their projects. As a student, you might have to write a research proposal as part of a grad school application , or prior to starting your thesis or dissertation .

In addition to helping you figure out what your research can look like, a proposal can also serve to demonstrate why your project is worth pursuing to a funder, educational institution, or supervisor.

Research proposal length

The length of a research proposal can vary quite a bit. A bachelor’s or master’s thesis proposal can be just a few pages, while proposals for PhD dissertations or research funding are usually much longer and more detailed. Your supervisor can help you determine the best length for your work.

One trick to get started is to think of your proposal’s structure as a shorter version of your thesis or dissertation , only without the results , conclusion and discussion sections.

Download our research proposal template

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Writing a research proposal can be quite challenging, but a good starting point could be to look at some examples. We’ve included a few for you below.

• Example research proposal #1: “A Conceptual Framework for Scheduling Constraint Management”
• Example research proposal #2: “Medical Students as Mediators of Change in Tobacco Use”

Like your dissertation or thesis, the proposal will usually have a title page that includes:

• The proposed title of your project
• Your supervisor’s name
• Your institution and department

The first part of your proposal is the initial pitch for your project. Make sure it succinctly explains what you want to do and why.

Your introduction should:

• Introduce your topic
• Give necessary background and context
• Outline your  problem statement  and research questions

To guide your introduction , include information about:

• Who could have an interest in the topic (e.g., scientists, policymakers)
• How much is already known about the topic
• What is missing from this current knowledge
• What new insights your research will contribute
• Why you believe this research is worth doing

Receive feedback on language, structure, and formatting

Professional editors proofread and edit your paper by focusing on:

• Academic style
• Vague sentences
• Style consistency

See an example

As you get started, it’s important to demonstrate that you’re familiar with the most important research on your topic. A strong literature review  shows your reader that your project has a solid foundation in existing knowledge or theory. It also shows that you’re not simply repeating what other people have already done or said, but rather using existing research as a jumping-off point for your own.

In this section, share exactly how your project will contribute to ongoing conversations in the field by:

• Comparing and contrasting the main theories, methods, and debates
• Examining the strengths and weaknesses of different approaches
• Explaining how will you build on, challenge, or synthesize prior scholarship

Following the literature review, restate your main  objectives . This brings the focus back to your own project. Next, your research design or methodology section will describe your overall approach, and the practical steps you will take to answer your research questions.

To finish your proposal on a strong note, explore the potential implications of your research for your field. Emphasize again what you aim to contribute and why it matters.

For example, your results might have implications for:

• Improving best practices
• Informing policymaking decisions
• Strengthening a theory or model
• Challenging popular or scientific beliefs
• Creating a basis for future research

Last but not least, your research proposal must include correct citations for every source you have used, compiled in a reference list . To create citations quickly and easily, you can use our free APA citation generator .

Some institutions or funders require a detailed timeline of the project, asking you to forecast what you will do at each stage and how long it may take. While not always required, be sure to check the requirements of your project.

Here’s an example schedule to help you get started. You can also download a template at the button below.

Download our research schedule template

If you are applying for research funding, chances are you will have to include a detailed budget. This shows your estimates of how much each part of your project will cost.

Make sure to check what type of costs the funding body will agree to cover. For each item, include:

• Cost : exactly how much money do you need?
• Justification : why is this cost necessary to complete the research?
• Source : how did you calculate the amount?

To determine your budget, think about:

• Travel costs : do you need to go somewhere to collect your data? How will you get there, and how much time will you need? What will you do there (e.g., interviews, archival research)?
• Materials : do you need access to any tools or technologies?
• Help : do you need to hire any research assistants for the project? What will they do, and how much will you pay them?

If you want to know more about the research process , methodology , research bias , or statistics , make sure to check out some of our other articles with explanations and examples.

Methodology

• Sampling methods
• Simple random sampling
• Stratified sampling
• Cluster sampling
• Likert scales
• Reproducibility

 Statistics

• Null hypothesis
• Statistical power
• Probability distribution
• Effect size
• Poisson distribution

Research bias

• Optimism bias
• Cognitive bias
• Implicit bias
• Hawthorne effect
• Anchoring bias
• Explicit bias

Once you’ve decided on your research objectives , you need to explain them in your paper, at the end of your problem statement .

Keep your research objectives clear and concise, and use appropriate verbs to accurately convey the work that you will carry out for each one.

I will compare …

A research aim is a broad statement indicating the general purpose of your research project. It should appear in your introduction at the end of your problem statement , before your research objectives.

Research objectives are more specific than your research aim. They indicate the specific ways you’ll address the overarching aim.

A PhD, which is short for philosophiae doctor (doctor of philosophy in Latin), is the highest university degree that can be obtained. In a PhD, students spend 3–5 years writing a dissertation , which aims to make a significant, original contribution to current knowledge.

A PhD is intended to prepare students for a career as a researcher, whether that be in academia, the public sector, or the private sector.

A master’s is a 1- or 2-year graduate degree that can prepare you for a variety of careers.

All master’s involve graduate-level coursework. Some are research-intensive and intend to prepare students for further study in a PhD; these usually require their students to write a master’s thesis . Others focus on professional training for a specific career.

Critical thinking refers to the ability to evaluate information and to be aware of biases or assumptions, including your own.

Like information literacy , it involves evaluating arguments, identifying and solving problems in an objective and systematic way, and clearly communicating your ideas.

The best way to remember the difference between a research plan and a research proposal is that they have fundamentally different audiences. A research plan helps you, the researcher, organize your thoughts. On the other hand, a dissertation proposal or research proposal aims to convince others (e.g., a supervisor, a funding body, or a dissertation committee) that your research topic is relevant and worthy of being conducted.

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How to Write a Winning Market Research Proposal

The current pandemic may have curbed our travel, but that doesn’t mean we don’t all still know the value of having good maps and a suggested itinerary. Indeed, a solid plan of action makes any endeavor — whether it be a fun-filled vacation, an educational goal, or a professional enterprise — more focused, less stressful, and, thus, more effective. It doesn’t matter if life interrupts our plans (“Hello, COVID-19!”); in fact, interruptions are a given, but we still know that good plans prepare us for whatever lies ahead. They help us to define our priorities and clarify our needs so that we can better manage our resources. The result: we are better prepared to handle uncertainties and more formidable and more productive in whatever we choose to do.

For businesses, good plans are based on good research. More than good products and services, good information sets profitable companies apart from their competition, allowing them to prepare for — and plan for — success. This is why market research proposals are so important. A market research proposal is a document a company uses to map out its future. It unites company stakeholders in joint discovery of information so that everyone knows who and what really matters. In short, a market research proposal outlines the specifics of an information-gathering project. This is how to write a winning one:

Keep It Brief

A market research proposal is sometimes called a “market research brief” because it's just that: brief. It should also be clearly written with no unusual acronyms or industry jargon and only the necessary points to underscore the overall research objective (as well as how it will be addressed) highlighted.

Include a Company Overview

The beginning of the proposal should include a short overview of the company, including such details as its mission and vision statements; market performance history; industry facts, figures, and trends; competitor data points and any other past research findings that shed light on the issue(s) at hand and why further research is needed.

Clearly Define the Objective

The research objective is the most important part of the proposal, as it clearly outlines the information a company needs, and, thus, defines the overall goal of the project. It’s basically the question a company wants to be answered and needs to be specific and measurable (but not necessarily quantitative) with the desired outcome.

Explain the Research Methodology

Of course, a market research proposal should also include a section explaining how the information to address the research objective will be obtained. Details about data collection (including the definition of the target audience, sample selection criteria, and proposed methodology) need to be clarified (since specific demographic, technological, economic, political, and even environmental concerns inevitably impact research outcomes) and should be evident with reasons for their use thoroughly transparent.

List Expected Outcomes

Finally, a good market research proposal needs to include a list of expected outcomes. An estimation of budget concerns, as well as a timeline for specific research milestones and project completion, should be listed here, along with an overview of projected deliverables to be anticipated. This helps both company executives and researchers to remain focused and on point.

Ready to Learn More?

A winning market research proposal isn’t just the one that seals the deal on a research project. It’s the one that provides actionable insights for companies and researchers alike. Following a determined set of standards, a winning market research proposal has the potential to garner data that can be used to inform better business decisions. Our team at Research America has the expertise needed to craft winning market research proposals that yield meaningful results for all involved. Please contact us to learn more.

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How to Write Effective Marketing Research Proposals

Table of Contents

Are you struggling to write effective marketing research proposals that will leave a lasting impression? Are you unsure how to structure your ideas and approach in a way that resonates with clients?

If so, then this article is for you! Here, we’ll provide step-by-step guidance on  how to write marketing research proposal templates that get results.

We’ll also explore key tips used to create winning bids. Whether you’re an experienced market researcher or starting out, these tips will help you produce convincing proposals that deliver excellent outcomes.

What is a Marketing Research Proposal?

Market research proposals are documents that sell your services to potential clients. It aims to educate them about what they can accomplish by hiring you to complete their projects or research .

It typically outlines the research project’s objectives, methods, costs, timeline, and expected results.

Key Elements of Marketing Research Proposal

A summary outlines the purpose and objectives of the proposed marketing research project. It should provide an overview of what will be investigated, as well as how this knowledge can benefit the organization.

This section lists what information needs to be gathered from the research study and why it is needed. These should focus on gaining insight into customer behaviour, attitudes, or preferences that can help inform decisions made by the company.

Targets refer to the target audience who will participate in the research. This includes criteria like age group, gender, profession, and other demographic characteristics relevant to the topic being studied.

Methodology

The methodology defines the methods and techniques used to collect data during the research process. This may involve interviews, surveys, focus groups, field experiments, and so on, depending on the study’s scope.

A timeline provides a realistic schedule for carrying out the project. It should identify when each phase begins and ends while addressing potential roadblocks or delays.

Proposed Budget

A proposed budget outlines the estimated costs of conducting the research study. This ensures sufficient resources are available to cover all expenses for successfully carrying out the project.

How to Write Marketing Research Proposal Templates

Get to know the client..

You might already have written audience personas available that can help you shape your proposal’s tone, language, plan, or other components. If not, it’s best to start researching the client’s target audience, industry, products/services, keywords or topics, and other relevant details.

It also helps to ask about the client’s pain points so you can better address them.

Knowing their main pain points gives you an idea of how to market your products or services as the best solution for their problems. Consider how your experience, expertise, and background can benefit them.

List the scope of work.

Include a scope of work section in your marketing proposal , which describes all the services you plan to provide the client. It should fulfill marketing tasks that clients do not have enough time or resources to accomplish.

For example, the Scope of Work for a social media marketing proposal may outline the following tasks:

• Creating a content calendar
• Uploading or automating posts
• Analyzing social metrics.

Provide timelines for deliverables.

Based on the scope of work outlined, provide estimated time frames for each deliverable associated with the project. This will help keep track of progress throughout its development and establish expectations between both parties involved.

Include costs and terms.

Include a cost breakdown in your proposal and any applicable terms or conditions. Explain what they are paying for and how much they will be charged, so there are no misunderstandings later down the line. This section can include the following:

• Pay rate (by milestone, week, and so on.) or pricing strategy (flat or hourly rate)
• Payment requirements (deposit required before project start, full payment due upon completion, and so on)
• Work location (on-site or remote)
• Any warranties you may provide
• Situations that warrant the termination of a contract

Show how you plan to measure results.

Demonstrate how you plan to measure the effectiveness of the research once it has been completed. Present strategies for tracking key performance indicators such as response rates, ROI, sales numbers, and so on. This will make potential clients more confident that you know what you’re doing.

A well-constructed, persuasive marketing research proposal is essential to attracting and acquiring new clients. It should provide relevant details about your research goals and highlight what clients can gain from working with you.

With the help of these steps on how to write marketing research proposal , you should have no trouble getting started. Now get out there and start putting together those winning research proposals!

Abir Ghenaiet

Abir is a data analyst and researcher. Among her interests are artificial intelligence, machine learning, and natural language processing. As a humanitarian and educator, she actively supports women in tech and promotes diversity.

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Table of contents

What is a Marketing research proposal?

A marketing research proposal is a document designed to sell your services by showing potential clients the research that you will carry out for their project. Whether you’re a freelance marketing consultant or you have your own marketing agency, a market research proposal will cover what research needs to be done, how you’ll go about it, and why they should choose you for the project.

A proposal is typically one of the first points of contact that you have with an organization. Therefore, it’s a chance to make a strong first impression.

Note: Sign up now to get your free marketing research proposal template that will make yours stand out for all the right reasons.

What to include in the Marketing research proposal

A market research proposal will outline your market research plan and each critical step you need to take to perform the necessary research. It usually consists of three parts.

• Introduction: This includes project objectives and scope, target market, and methodology, including data collection methods.
• Discussion: This covers existing knowledge of the market, case studies or competitor analysis, a project timeline, proposed budget, deliverables, and ethical considerations. ‍
• Summary: This concludes what you expect to achieve from the market research, how it will support the initial objectives, and why your company is the best for the job.

Introduction

At the top of any market research proposal template should be the title of your document followed by who it has been written by and who it’s for. You can also include both company addresses here if you wish.

Proceed to outline the project description and the purpose of performing the market research. What are you trying to achieve? Why is this research needed? Who will be conducting it? What problem are you trying to solve for the client?

You should also include a methodology section in your introduction. The research methodology should dive into what primary and secondary research will be conducted, how data will be collected, and the expected outcomes. As a freelance researcher, you’ll already know this, but it’s worth covering what’s included in each to the client:

• Primary research is research that you carry out yourself in the form of two research methods: qualitative and quantitative research. Qualitative research relies on first-hand observation from things like interviews, questionnaires, and focus groups. Quantitative research, on the other hand, relies on the collection and analysis of data from an online survey and polls.
• Secondary research is research that has already been published and comes from secondary sources. This may include academic literature, print publications, and online studies.

It’s important to give an overview of your target audience in your methodology too.

For instance, if your client is trying to determine whether it’s a good time to launch a new product, your methodology in your market research proposal would explain how you plan to arrange a focus group with their target audience of females aged 16-24. Being present in the meeting, asking the right questions, and making notes to refer to later on would confirm whether the prospective product could be useful and — ultimately — successful.

The discussion section of your marketing research proposal is typically the meatiest. It’s where you should demonstrate what you already know about the industry and company, while getting into the finer details of the market research project.

• Existing Industry Knowledge: Prospective clients are likely going to want to hire someone who knows what they’re talking about. Right? Demonstrate that’s you by discussing the market and how it’s being affected in terms of the PEST analysis (politically, economically, socioculturally, and technologically). You can also cover case studies or a competitor analysis of companies that have already undertaken the same research and achieved similar goals.
• Timeline: For the research items that you listed in your methodology, include time frames of when each one will be conducted. You don’t have to be super precise here — it’s more about giving your client a realistic idea of the timings of key project milestones. However, exact details can be tweaked and laid out in a marketing research contract once your proposal and project quote has been approved.
• Proposed Budget: Any market research proposal template has to include a budgeting section. This is where you would break down how much you expect the research to cost, while offsetting it with how the client can make the most out of their investment. Just like with the timeline, the information doesn’t have to be exact at this stage. It’s more a rough estimate to ensure that the project expectations of both parties align.
• Deliverables: This section should answer any questions that a prospective client may have on the general organization of the project. In other words, it should tell them how you plan to present the research and its findings, whether it’s in the form of a one-off report, series of meetings, or collaborative Google Docs. You may choose to hand-deliver a printed copy of your findings or email through a PDF file. Either way, this section is a significant part of a market research proposal as the findings taken from the document need to be actionable by the marketing team.
• Ethical Considerations: This part of the market research proposal should outline any ethical issues that may arise throughout the course of your research, from conflicts of interest to concerns about supplier relationships. It should also cover how you plan to deal with participants, data gathering, and privacy issues before the project has even begun.

For example, you may write something like the following: “Each participant will be told that their input in this research is voluntary. They will be provided with a form to assure them that their data will remain confidential for the purposes of this research and won’t be used by third parties. They must sign this form in person or we can accept digital signatures to consent to these terms.”

The summary tends to be the shortest section of your market research proposal. It’s where you would refer back to the initial project objectives and conclude the desired outcomes from the market research.

It’s a good idea to end on a punchy note by describing why your potential client should become an actual client.

• What can your company offer to this project that no other company can?
• Why are you the perfect person or team to perform the research?
• What makes this proposal unique?

Don’t lose sight of the fact that you’re trying to convince somebody (or some people) of your value. You want them to take action after reading your proposal, which is why you should include a compelling Call-To-Action (CTA). Let them know what the next steps entail, and how to take them.

How to write a Marketing research proposal

The truth is, it’s difficult to draft a market research proposal without some key information from your prospective client.

To gather all of the details you need to create a winning marketing research proposal, follow the below steps.

Find out exactly what the client wants to achieve

During your initial email or phone discussion, ask your client what they want to get out of the research. Are they rebranding and want to redefine their target market? Or are they testing out a new product with a small group of people before unleashing it to the masses?

Either way, it’s useful to know their final goals so that you can start to make a plan on how to help them achieve them.

Discuss the finer details

Alongside your prospective client’s research objectives, you need to find out more details in terms of their:

• Target demographics
• Project deadline
• Project budget

You should also ask them if there’s any other key information that they would like you to include in the market research proposal. This will ensure that you have everything you need upfront without having to make extensive edits later on.

Figure out what sets you apart

Keep in mind that you haven’t been awarded the job yet. A work proposal is essentially a sales document — it almost serves as a resume before the client decides that you’re the ideal person to hire.

As such, do some company research to put you ahead of your competition. Is there a link you can make with the company based on your background and interests? Why should they care about you? What do you offer that no one else does?

Be sure to feature all of this information in your market researching proposal, and don’t be afraid of highlighting your strengths and wins.

Creating a Marketing research proposal is simple with Bonsai

There's plenty to think about when conducting marketing research, which is why you can make life a little simpler with Bonsai. Bonsai's all-in-one tool for small businesses, freelancers, and entrepreneurs streamlines administrative tasks and covers all bases when it comes to proposals, contracts, and invoices.

You can find a template specific to market research and edit it to meet your needs in minutes. Then all you have to do is send it off to your client, which you can do without even leaving the platform. Talk about a time- and energy-saver!

The marketing research proposal template is professional and refined in structure. This provides clarity to your potential client by laying out exactly what you can do for them within their timeline and budget.

Simply enter your information, sit back, and be prepared to wow your prospective client so much that they hire you on the spot.

Note : Sign up for free and get started!

Marketing research proposal FAQs

How long should a marketing research proposal be.

A market research proposal should be concise and fluff-free. It should cover all the obligatory information without dragging it out. After all, prospective clients are busy reviewing other proposals and working on further aspects of their business.

The perfect length is between 1-2 pages, but try to ensure that it’s no more than 3.

What should the tone and writing style of a marketing research proposal be?

Because your market research proposal is only a couple of pages long, the writing style should be clear and easy to read. The language should be simple, everyday, and familiar, using short sentences that get to the point and won’t clutter up the document.

The tone of your plan should be informative and position you as the expert to leave a positive, long-lasting impression on your prospective client.

What is the main purpose of marketing research?

Marketing research aims to investigate and assess how certain factors influence consumer behavior. This provides key insights that are relevant to decision making.

Marketing research can identify new business opportunities and avoid business failures. That said, above all, it can be used to inform a company’s marketing strategy to help them achieve their business goals.

How do you write a marketing research proposal?

What is market research and examples, what is research proposal template.

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Market Research Proposal

Setting the direction for any market research effort is an essential and critical step that you have to consider whenever you would like to look into the trends in the marketplace or assess the key factors that affect the purchasing decisions of your target audience. Before doing any program or activity related to the specified matter, you first have to know how to execute an effective proposal writing procedure.

Developing a comprehensive and detailed market research proposal can help you a lot in terms of organizing the market research processes that you would like to conduct as well as the resources that you will be needing.

• Google Docs

Size: A4, US

State the objectives, scope of work, research methodology, target market, and other such important information of your market research by downloading and using this above-shown research  proposal example  template. This ready-made template’s content can be edited and customized in various file formats such as MS Word, Pages, Gooogle Docs, and editable PDF. Hurry up and try it out now!

Market Research Proposal Example

Download and make use of this market research template so that you can conduct your market research effectively. Using this, you can conveniently outline the objectives and goals for your market research, thereby, saving you enough time to do other tasks related to the research. Edit and customize using  MS Word and Pages. You can also click on  multimedia project proposal examples .

Marketing Research Proposal Example

It is important to not let yourself get confused between a market research proposal and a marketing research proposal. The marketing research proposal deals with the presentation of potential promotional and advertising activities that can be implemented by a company to present and market its products, services, deals, and other offers while the marketing research proposal is focused on learning the market movement based on the market’s trends, activities, and size.

Proposal for Market Research Example

Size: 10 KB

If you want to create your market research proposal, one of the things that you can do to help you have an easier time when developing the document is to look into references like downloadable examples. Simply browse through the market research proposal examples in PDF that are available in this post so you can have an idea of how to properly create the best market research proposal for your business.

Free Market Research Proposal Example

Size: 340 KB

Importance of a Market Research Proposal

A market research proposal helps you properly think of the things that truly matter when it comes to the market research. With the help of this document, you can give priority to the factors and elements that can contribute to the advancement and growth of your business .

Using a market research proposal can also give you time to put together relevant and necessary processes that are most likely helpful in achieving not only the goals of your market research activities but the corporate goals of the business as well. Here are some of the reasons why you need to create and use a market research proposal:

1. A market research proposal is one of the most essential documents that are used by businesses to properly plan the entire process of their market research activities. It presents the outline of the market research’s goals and it also focuses on the action plans that can lead the business to the achievement of its objectives and vision.

2. A market research proposal can give an idea about the funding that is needed by the team to execute the activities for market research. Financial support from the organization is needed to be addressed to make sure that all plotted procedures will be implemented accordingly. You may also see business proposal examples .

Developing the market research proposal with the knowledge that funding will be given for its implementation can make the marketing team, as well as the other people involved in the activity, become more proactive and efficient as it is most likely that what they envisioned and planned will be realized.

3. A market research proposal, especially one that contains a marketing SWOT analysis and a market condition overview, can help you look into the external and internal factors that affect your business operations.

The knowledge about the nature of your business, the competition that you need to look out for, the threats and risks that you need to prepare for, the needs and demands of your audience, the movement and shifts in the marketplace, and the opportunities that you should grab can make you become more well-rounded and multifaceted when drafting the market research proposal that you would like to present. You may also check out project proposal examples .

4. A market research proposal can discuss the milestones that are expected to be achieved by the business with the help of market research strategies and general action plans . Hence, this document can persuade and convince its target audience that a proposed market research activity must be approved especially if expected results can excessively benefit the business or provide a solution to its current issues, problems, and concerns.

Sample Marketing Research Proposal Example

Size: 90 KB

Proposal for Marketing Research and Market Intelligence Example

Size: 607 KB

Market Research and Analysis Report for Proposal Referencing Example

Size: 152 KB

Market Research Proposal Content

Different market research proposals have different sections, clauses, or areas of discussion. The content of a market research proposal depends on the purpose of its usage, the scope of the activity, the expected returns of the business, the professional goals of the market research, and the relation of the document’s usage to the vision of the business.

Even if there are differences when it comes to the information that you can see in many market research proposals used in various industries, there are still common or usual information that is seen in any market research proposal. Some of the details that are essential to be included in a market research proposal are as follows:

1. Develop a hypothesis. This is very important as you need to present the potential impacts of the market research proposal when implemented. This can also help you identify the ways on how you can interlink or align all the elements that are essential for the successful execution of all the market research proposal’s areas. You may also see short proposal examples .

2. Present an overview of the market research activities that you would like the business to consider. You have to sum up the intent of the market research as well as the output that you expect from it. More so, you have to discuss the feasibility, attainability, and sustainability of your general plans . Being able to showcase these strengths can help your market research proposal become more appealing and relevant.

3. Just like when making a development project proposal , use a timeline that can give an idea of the entire duration of the market research proposal’s actual usage. You have to set time frames where specific deliverables should be seen or observed already. With this, you can ensure your target audience that the proposal is time-bound and realistic.

4. Especially if you will use technical terms, a proper definition of terms is highly suggested to be included in your market research proposal. This part of the document can make the general proposal more understandable for any reasonable person.

5. Know your targets so you can easily come up with the methodology that is relevant to your needs. All the practices and activities that you would like to immerse in should be thoroughly defined in the document so that the general analysis of the measures of your proposal can be objectively done.

6. Discuss the current market conditions in the marketplace where your business belongs. Aside from the trends that you need to consider, you also have to list down the opportunities that the business can take to help it achieve its goals and return of investments.

Marketing Information Management System Research Proposal Example

Size: 399 KB

Research Proposal Usable for Market Study Example

Size: 99 KB

Market Research and Developing a Marketing Plan Proposal Example

Market Research Conduct and Proposal Drafting Example

Size: 131 KB

Discussion Flow for a Simple Market Research Proposal

The format and discussion flow of the market research proposal can contribute to the document’s successes, or the lack thereof. This is the reason why you have to be careful with how you will present the market research proposal to your audience. You have to ensure that the document is visually pleasing and well-organized so that people will not have a hard time reviewing its content. You may also see  freelance proposal examples .

A basic discussion flow that you can use when presenting the details of your market research proposal are listed below:

• The title of your market research  proposal sample
• The date when the market research proposal has been made and the dates of its updates
• The name of the company who can benefit from the document
• The name of the person who prepared the proposal and the department or division where he or she is assigned at
• The executive summary of the market research proposal
• The objectives of the market research proposal
• The current condition of the business and the market as well as other important existing knowledge
• The expected output of the document’s usage, when approved
• The demographics targeted by the business with the help of the market research proposal
• The processes of data gathering, collection, assessment, and presentation
• The methodology that will be applied for the  research project plan intended for a particular market
• The dates and periods where particular tasks should already be done
• The budget proposed by the team or the individual who made the proposal
• Any ethical considerations that must be looked into before the implementation of the market research

Proposal to Conduct Consumer Experience of Care Surveys or Market Research

Size: 103 KB

Request for Proposal for Solicitation for Contract for Market Research Example

Size: 344 KB

Marketing Research Group Project Proposal Example

Marketing Research Firm Proposal Example

Size: 477 KB

Tips to Develop an Impressive Market Research Proposal

Aside from having an advertising and marketing business plan , you should also have a market research plan. It is not enough for you to rely on your knowledge about the things that you can control. You also have to think of the elements that are not within your hands like the trends in the marketplace and the reaction of your audience and competition with regards to these trends and/or any other market changes.

Listed below are a few of the tips that you can use if you want to develop an impressive market research proposal for your business:

1. Since a market research proposal is one of the first documents that you will be needing for your market research, you have to ensure that the content of the document is flexible enough to adapt to possible changes within the development of the market research planning and implementation phases. You have to ensure that there are windows where appropriate changes can be inserted as well as channels, mediums, or platforms where you can incorporate backup plans when necessary or called for.

2. Keep in mind that the language and tone that you will use when creating the content of the market research proposal must be highly considered.

You have to ensure that the document is formal, business-appropriate, and compelling. Aside from the fact that the market research proposal is expected to be complete with all the details about your proposed market research plan, it is also imperative for you to make sure that the document is understandable, well-defined, and clear. You may also see security proposal examples .

3. Know the basics of market research proposal organization. There are different kinds of structures that you can look into so that your market research proposal can look cohesive and well put together.

The structure of the document should depend on the length of your discussion, the details that you will incorporate in your market research undertakings, and the key factors that you need to give focus and highlight on when presenting the complexity of the market research. You may also like budget proposal examples .

It will rather be more efficient for you if you plan to use references like templates and examples while preparing your market research proposal.

Maximize the help that you can get from the downloadable examples in this post as well as the related discussion that we have presented. Always ensure that there is an organization in the procedures of market research proposal development so you can be well-guided in terms of getting the output that you would like to have for your market research undertaking.

Proposal Maker

Text prompt

• Instructive
• Professional

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4.1 The Marketing Research Process – Steps 1 and 2

The marketing research process.

The basic steps used to conduct marketing research, defining the problem, designing the research, designing the data collections forms, specifying the sample, collecting the data, analyzing the data, and writing / presenting the findings,  are shown below. After the graphic, each step will be explained in detail.

Figure 4.1.1: The Marketing Research Process

Step 1: Define the Problem (or Opportunity)

There’s a saying in marketing research that a problem half defined is a problem half solved. Defining the “problem” of the research sounds simple, doesn’t it? Suppose your product is tutoring other students in a subject you’re a whiz at. You have been tutoring for a while, and people have begun to realize you’re very good at it. Then, suddenly, your business drops off. Or it explodes, and you can’t cope with the number of students you’re being asked to help. If the business has exploded, should you try to expand your services? Perhaps you should subcontract with some other “whiz” students. You would send them students to be tutored, and they would give you a cut of their pay for each student you referred to them.

Both of these scenarios would be a problem for you, wouldn’t they? They are problems insofar as they cause you headaches. But are they really  the  problem? Or are they the symptoms of something bigger? For example, maybe your business has dropped off because your school is experiencing financial trouble and has lowered the number of scholarships given to incoming freshmen. Consequently, there are fewer total students on campus who need your services. Conversely, if you’re swamped with people who want you to tutor them, perhaps your school awarded more scholarships than usual, so there are a greater number of students who need your services. Alternately, perhaps you ran an ad in your school’s college newspaper, and that led to the influx of students wanting you to tutor them.

Businesses are in the same boat you are as a tutor. They take a look at symptoms and try to drill down to the potential causes. If you approach a marketing research company with either scenario—either too much or too little business—the firm will seek more information from you such as the following:

• In what semester(s) did your tutoring revenues fall (or rise)?
• In what subject areas did your tutoring revenues fall (or rise)?
• In what sales channels did revenues fall (or rise): Were there fewer (or more) referrals from professors or other students? Did the ad you ran result in fewer (or more) referrals this month than in the past months?
• Among what demographic groups did your revenues fall (or rise)—women or men, people with certain majors, or first-year, second-, third-, or fourth-year students?

The key is to look at all potential causes so as to narrow the parameters of the study to the information you actually need to make a good decision about how to fix your business if revenues have dropped or whether or not to expand it if your revenues have exploded.

A hypothesis should then be constructed. The hypothesis is an educated guess as to what the researcher expects to discover. Every bit of data collected, should go towards proving or disproving the hypothesis. Once this is clear, the next task for the researcher is to put into writing the research objective. The research objective is the goal(s) the research is supposed to accomplish. The marketing research objective for your tutoring business might read as follows:

To survey college professors who teach 100- and 200-level math courses to determine why the number of students referred for tutoring dropped in the second semester.

This is admittedly a simple example designed to help you understand the basic concept. If you take a marketing research course, you will learn that research objectives get a lot more complicated than this. The following is an example:

“To gather information from a sample representative of the U.S. population among those who are ‘very likely’ to purchase an automobile within the next 6 months, which assesses preferences (measured on a 1–5 scale ranging from ‘very likely to buy’ to ‘not likely at all to buy’) for the model diesel at three different price levels. Such data would serve as input into a forecasting model that would forecast unit sales, by geographic regions of the country, for each combination of the model’s different prices and fuel configurations (Burns & Bush, 2010).”

Now do you understand why defining the problem is complicated and half the battle? Many a marketing research effort is doomed from the start because the problem was improperly defined. Coke’s ill-fated decision to change the formula of Coca-Cola in 1985 is a case in point: Pepsi had been creeping up on Coke in terms of market share over the years as well as running a successful promotional campaign called the “Pepsi Challenge,” in which consumers were encouraged to do a blind taste test to see if they agreed that Pepsi was better. Coke spent four years researching “the problem.” Indeed, people seemed to like the taste of Pepsi better in blind taste tests. Thus, the formula for Coke was changed. But the outcry among the public was so great that the new formula didn’t last long—a matter of months—before the old formula was reinstated. Some marketing experts believe Coke incorrectly defined the problem as “How can we beat Pepsi in taste tests?” instead of “How can we gain market share against Pepsi?” also, in the blind taste tests, participants were not told that the original Coke would be taken away (Burns & Bush, 2010) While this example is dated, it is a perfect example of research gone wrong.

II. Step 2: Design the Research

The next step in the marketing research process is to do a research design. The research design is your “plan of attack.” It outlines what data you are going to gather and from whom, how and when you will collect the data, and how you will analyze it once it’s been obtained. Let’s look at the data you’re going to gather first.

There are two basic types of data you can gather. The first type is primary data. Primary data is information you collect yourself, using hands-on tools such as interviews or surveys, specifically for the research project you’re conducting. Secondary data is data that has already been collected by someone else, or data you have already collected for another purpose. Collecting primary data is more time consuming, work intensive, and expensive than collecting secondary data. Consequently, you should always try to collect secondary data first to solve your research problem, if you can. A great deal of research on a wide variety of topics already exists. If this research contains the answer to your question, there is no need for you to replicate it. Why reinvent the wheel?

Sources of Secondary Data

Your company’s internal records are a source of secondary data. Data that has been collected as part of your marketing intelligence gathering efforts for other projects are secondary data. Syndicated data can be purchased from other firms, typically from research companies. Syndicated research is primary data that marketing research firms collect on a regular basis and sell to other companies. J.D. Power & Associates is a provider of syndicated research. The company conducts independent, unbiased surveys of customer satisfaction, product quality, and buyer behavior for various industries. The company is best known for its research in the automobile sector. Another of the best-known sellers of syndicated research is the Nielsen Company, which produces the Nielsen ratings. The Nielsen ratings measure the size of television, radio, and newspaper audiences in various markets. You have probably read or heard about TV shows that get the highest (Nielsen) ratings. (Arbitron does the same thing for radio ratings.) Nielsen, along with its main competitor, Information Resources, Inc. (IRI), also sells businesses scanner-based research. Scanner-based research is information collected by scanners at checkout stands in stores. Each week Nielsen and IRI collect information on the millions of purchases made at stores. The companies then compile the information and sell it to firms in various industries that subscribe to their services. The Nielsen Company has also recently teamed up with Facebook to collect marketing research information. Via Facebook, users will see surveys in some of the spaces in which they used to see online ads (Rappeport, Gelles, 2009).

By contrast, MarketResearch.com is an example of a marketing research aggregator. A marketing research aggregator is a marketing research company that doesn’t conduct its own research and sell it. Instead, it buys research reports from other marketing research companies and then sells the reports in their entirety or in pieces to other firms. Check out MarketResearch.com’s Web site. As you will see there are a huge number of studies in every category imaginable that you can buy for relatively small amounts of money.

Market research aggregators buy research reports from other marketing research companies and then resell them in part or in whole to other companies so they don’t have to gather primary data.

Source:  http://www.marketresearch.com .

The library is a good place to gather free secondary data. It has searchable databases as well as handbooks, dictionaries, and books, some of which you can access online. Government agencies also collect and report information on demographics, economic and employment data, health information, and balance-of-trade statistics, among a lot of other information. The U.S. Census Bureau collects census data every ten years to gather information about who lives where. Basic demographic information about sex, age, race, and types of housing in which people live in each U.S. state, metropolitan area, and rural area is gathered so that population shifts can be tracked for various purposes, including determining the number of legislators each state should have in the U.S. House of Representatives. For the U.S. government, this is primary data. For marketing managers it is an important source of secondary data.

Table 4.1: Examples of Primary Data Sources versus Secondary Data Sources

Gauging the Quality of Secondary Data

When you are gathering secondary information, it’s always good to be a little skeptical of it. Sometimes studies are commissioned to produce the result a client wants to hear—or wants the public to hear. For example, throughout the twentieth century, numerous studies found that smoking was good for people’s health. The problem was the studies were commissioned by the tobacco industry. Web research can also pose certain hazards. There are many biased sites that try to fool people that they are providing good data. Often the data is favorable to the products they are trying to sell. Beware of product reviews as well. Unscrupulous sellers sometimes get online and create bogus ratings for products. See below for questions you can ask to help gauge the credibility of secondary information.

Gauging the Credibility of Secondary Data: Questions to Ask

• Who gathered this information?
• For what purpose?
• What does the person or organization that gathered the information have to gain by doing so?
• Was the information gathered and reported in a systematic manner?
• Is the source of the information accepted as an authority by other experts in the field?
• Does the article provide objective evidence to support the position presented?

Types of Research Design

Now let’s look specifically at the types of research designs that are utilized. By understanding different types of research designs, a researcher can solve a client’s problems more quickly and efficiently without jumping through more hoops than necessary. Research designs fall into one of the following three categories:

• Exploratory research design
• Descriptive research design
• Causal research design (experiments)

Exploratory Research

An exploratory research design is useful when you are initially investigating a problem but  haven’t defined it well enough to do an in-depth study. Perhaps via your regular market intelligence, you have spotted what appears to be a new opportunity in the marketplace. You would then do exploratory research to investigate it further and “get your feet wet,” as the saying goes. Exploratory research is less structured than other types of research, and secondary data is often utilized.

One form of exploratory research is qualitative research. Qualitative research is any form of research that includes gathering data that is not quantitative, and involves exploring questions such as why  as much as  what  or  how much . Different forms, such as in-depth interviews and focus group interviews, are common in marketing research.

The in-depth interview—engaging in detailed, one-on-one, question-and-answer sessions with potential buyers—is an exploratory research technique. However, unlike surveys, the people being interviewed aren’t asked a series of standard questions. Instead the interviewer is armed with some general topics and asks questions that are open ended, meaning that they allow the interviewee to elaborate. “How did you feel about the product after you purchased it?” is an example of a question that might be asked. An in-depth interview also allows a researcher to ask logical follow-up questions such as “Can you tell me what you mean when you say you felt uncomfortable using the service?” or “Can you give me some examples?” to help dig further and shed additional light on the research problem. In-depth interviews can be conducted in person, online, or over the phone. The interviewer either takes notes or records the interview.

Focus groups and case studies are often utilized for exploratory research as well. A focus group is a group of potential buyers who are brought together to discuss a marketing research topic with one another. A moderator is used to focus the discussion, the sessions are recorded, and the main points of consensus are later summarized by the market researcher. Textbook publishers often gather groups of professors at educational conferences to participate in focus groups. However, focus groups can also be conducted on the telephone, in online chat rooms, or both, using meeting software like WebEx. The basic steps of conducting a focus group are outlined below.

The Basic Steps of Conducting a Focus Group

• Establish the objectives of the focus group. What is its purpose?
• Identify the people who will participate in the focus group. What makes them qualified to participate? How many of them will you need and what they will be paid?
• Obtain contact information for the participants and send out invitations (usually e-mails are most efficient).
• Develop a list of questions.
• Choose a facilitator.
• Choose a location in which to hold the focus group and the method by which it will be recorded.
• Conduct the focus group. If the focus group is not conducted electronically, include name tags for the participants, pens and notepads, any materials the participants need to see, and refreshments. Record participants’ responses.
• Summarize the notes from the focus group and write a report for management.

A case study looks at how another company solved the problem that’s being researched. Sometimes multiple cases, or companies, are used in a study. Case studies nonetheless have a mixed reputation. Some researchers believe it’s hard to generalize, or apply, the results of a case study to other companies. Nonetheless, collecting information about companies that encountered the same problems your firm is facing can give you a certain amount of insight about what direction you should take. In fact, one way to begin a research project is to carefully study a successful product or service.

Two other types of qualitative data used for exploratory research are ethnographies and projective techniques. In an ethnography, researchers interview, observe, and often videotape people while they work, live, shop, and play. The Walt Disney Company has recently begun using ethnographers to uncover the likes and dislikes of boys aged six to fourteen, a financially attractive market segment for Disney, but one in which the company has been losing market share. The ethnographers visit the homes of boys, observe the things they have in their rooms to get a sense of their hobbies, and accompany them and their mothers when they shop to see where they go, what the boys are interested in, and what they ultimately buy. (The children get seventy-five dollars out of the deal, incidentally.) (Barnes, 2009)

Projective techniques are used to reveal information research respondents might not reveal by being asked directly. Asking a person to complete sentences such as the following is one technique:

People who buy Coach handbags  __________.

(Will he or she reply with “are cool,” “are affluent,” or “are pretentious,” for example?)

KFC’s grilled chicken is  ______.

Or the person might be asked to finish a story that presents a certain scenario. Word associations are also used to discern people’s underlying attitudes toward goods and services. Using a word-association technique, a market researcher asks a person to say or write the first word that comes to his or her mind in response to another word. If the initial word is “fast food,” what word does the person associate it with or respond with? Is it “McDonald’s”? If many people reply that way, and you’re conducting research for Burger King, that could indicate Burger King has a problem. However, if the research is being conducted for Wendy’s, which recently began running an advertising campaign to the effect that Wendy’s offerings are “better than fast food,” it could indicate that the campaign is working.

Completing cartoons is yet another type of projective technique. It’s similar to finishing a sentence or story, only with the pictures. People are asked to look at a cartoon such as the one shown in  Figure 4.2 “Example of a Cartoon-Completion Projective Technique” . One of the characters in the picture will have made a statement, and the person is asked to fill in the empty cartoon “bubble” with how they think the second character will respond. In this example, how do you think the woman would reply to being asked, “Thanks for doing business with us today. Is there a way we can better serve you in the future?”

Figure 4.1.2: Example of a Cartoon-Completion Projective Technique

In some cases, your research might end with exploratory research. Perhaps you have discovered your organization lacks the resources needed to produce the product. In other cases, you might decide you need more in-depth, quantitative research such as descriptive research or causal research, which are discussed next. Most marketing research professionals advise using both types of research, if it’s feasible. On the one hand, the qualitative-type research used in exploratory research is often considered too “lightweight.” On the other hand, relying solely on quantitative information often results in market research that lacks ideas.

Descriptive Research

Anything that can be observed and counted falls into the category of descriptive research design. A study using a descriptive research design involves gathering hard numbers, often via surveys, to describe or measure a phenomenon so as to answer the questions of  who ,  what ,  where ,  when , and  how . “On a scale of 1–5, how satisfied were you with your service?” is a question that illustrates the information a descriptive research design is supposed to capture.

Physiological measurements also fall into the category of descriptive design. Physiological measurements measure people’s involuntary physical responses to marketing stimuli, such as an advertisement. Elsewhere, we explained that researchers have gone so far as to scan the brains of consumers to see what they  really  think about products versus what they say about them. Eye tracking is another cutting-edge type of physiological measurement. It involves recording the movements of a person’s eyes when they look at some sort of stimulus, such as a banner ad or a Web page. The Walt Disney Company has a research facility in Austin, Texas, that it uses to take physical measurements of viewers when they see Disney programs and advertisements. The facility measures three types of responses: people’s heart rates, skin changes, and eye movements (eye tracking) (Spangler, 2009).

A woman shows off her headgear for an eye-tracking study. The gear’s not exactly a fashion statement but . . .

lawrencegs –  Google Glass  – CC BY 2.0.

A strictly descriptive research design instrument—a survey, for example—can tell you how satisfied your customers are. It can’t, however, tell you why. Nor can an eye-tracking study tell you  why  people’s eyes tend to dwell on certain types of banner ads—only that they do. To answer “why” questions an exploratory research design or causal research design is needed (Wagner, 2007).

Causal Research

Causal research design examines cause-and-effect relationships. Using a causal research design allows researchers to answer “what if” types of questions. In other words, if a firm changes  X  (say, a product’s price, design, placement, or advertising), what will happen to  Y  (say, sales or customer loyalty)? To conduct causal research, the researcher designs an experiment that “controls,” or holds constant, all of a product’s marketing elements except one (or using advanced techniques of research, a few elements can be studied at the same time). The one variable is changed, and the effect is then measured. Sometimes the experiments are conducted in a laboratory using a simulated setting designed to replicate the conditions buyers would experience. Or the experiments may be conducted in a virtual computer setting.

You might think setting up an experiment in a virtual world such an  online game would be a viable way to conduct controlled marketing research. Some companies have tried to use Second Life for this purpose, but the results have been somewhat mixed as to whether or not it is a good medium for marketing research. The German marketing research firm Komjuniti was one of the first “real-world” companies to set up an “island” in Second Life upon which it could conduct marketing research. However, with so many other attractive fantasy islands in which to play, the company found it difficult to get Second Life residents, or players, to voluntarily visit the island and stay long enough so meaningful research could be conducted. (Plus, the “residents,” or players, in Second Life have been known to protest corporations invading their world. When the German firm Komjuniti created an island in Second Life to conduct marketing research, the residents showed up waving signs and threatening to boycott the island.) (Wagner, 2007)

An experiment conducted in a natural setting such as a store is referred to as a field experiment. Companies sometimes do field experiments either because it is more convenient or because they want to see if buyers will behave the same way in the “real world” as in a laboratory or on a computer. The place the experiment is conducted or the demographic group of people the experiment is administered to is considered the test market. Before a large company rolls out a product to the entire marketplace, it will often place the offering in a test market to see how well it will be received. For example, to compete with MillerCoors’ sixty-four-calorie beer MGD 64, Anheuser-Busch  began testing its Select 55 beer in certain cities around the country (McWilliams, 2009).

Select 55 beer: Coming soon to a test market near you? (If you’re on a diet, you have to hope so!)

Martine –  Le champagne  – CC BY-NC 2.0.

Many companies use experiments to test all of their marketing communications. For example, the online discount retailer O.co (formerly called Overstock.com) carefully tests all of its marketing offers and tracks the results of each one. One study the company conducted combined twenty-six different variables related to offers e-mailed to several thousand customers. The study resulted in a decision to send a group of e-mails to different segments. The company then tracked the results of the sales generated to see if they were in line with the earlier experiment it had conducted that led it to make the offer.

You Try It!

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Writing a Great Marketing Research Proposal: Outline to Completion

Market research proposals aren’t as simple as they may seem. Maybe you’re struggling to write your market research proposal , or simply want to make your proposal become even stronger.

Content marketing , especially for a freelancer, can be broken down into a digestible science, and there are several components that will make your market research proposal truly great.

As long as your proposal includes these four elements at the very least, consider yourself good to go.

Not sure how to write them? We’ll break down everything you could possibly need to make your market research proposal great.

How to Structure your Marketing Proposal

A marketing proposal has many different components that need to be considered regardless of the goals. From your proposal, a client needs to understand:

• What are the goals and objectives of the engagement?
• What work is going to be done? 
• When is everything going to be done?
• How much is it going to cost?

In this guide, we’ll cover all of these different facets of a marketing services or marketing research proposal outline and what you should be thinking about when putting together a proposal that will close.

Overview & Goals

Take the time to truly understand what your client is looking for and how you’re able to support them. Get to the specifics of what they’re trying to accomplish.

Think about what you hope to gain from your research, and furthermore, determine why this research is important. Who does it impact? Why are you the perfect person to conduct this project?

In marketing, your goals could also include increasing brand visibility, increasing conversions, average order value, or overall revenue. Regardless of the goals, make sure you outline what you’re working toward as it will set up the rest of the pitch.

Scope of Work

Marketing is incredibly broad and can encompass many different areas. From digital marketing to traditional marketing, there are many different components of what you can work on. Highlight the main areas that you plan on executing.

The options below are only a few examples of what may be included within your digital marketing proposal. Whatever you decide to include within your scope, make sure that everything aligns back to your goals.

Digital Marketing

Digital marketing is one area that may be included in your marketing proposal. Determine which of your skillsets will best meet the client’s goals. Some examples of digital marketing areas may include SEO, PPC, social media, web design, and online content. 

Outline whether you’ll be working on creating strategies or executing specific tactics. The scope of work is where you get as specific as possible on what you’ll be doing .

Traditional Marketing

If your client is less focused on online strategies, you can include different traditional marketing activities. These range from print media to billboards, trade shows, referrals, and partnerships. 

These are less common marketing activities, but should still be considered depending on your client and their audience.

For Research, Provide Specifics of Your Approach

You may think that you’ve already covered your approach within the objective element, and you might be right. However, you want to have a separate section of your market research proposal within your SOW dedicated to the approach so that you can really hammer out the details. 

Address items such as:

• What will be your specific methods of conducting research?
• Will you have focus groups? If so, how many?
• How many team members will you need, or can you do this alone?

Determine precisely what you’ll need and how you’ll be conducting it. The more specific you are, the more likely the client will be to hire you. They need someone to fit their needs, just as you need someone to fit yours. Address the tiniest of details here so both sides can determine a good fit.

Once you know what you’re going to be pitching, the next step is determining a timeline. Some clients will come to you with a timeframe that they want, but other times you’ll need to provide a timeline of your own.

Be realistic about the amount of time something will take because this is your first step in building trust with your client and your ability to manage expectations.

Presenting a timeline can look like a content calendar, a physical timeline that shows the different deliverables mapped out against a calendar to visually see the dates, or a simple timeframe that says an estimated amount of time each area will take. 

Pricing & Fees

“When money talks, there are few interruptions,” Herbert V. Prochnow claimed .

The cost of performing market research will be a key part of your proposal. This is where your client will likely pay the most attention, which means you’ve got to reel them in. The cost element is imperative for crafting a great proposal.

You deserve to be paid for your work, there’s no question about that. However, it’s important to consider what will be the most cost-effective way for you to be paid. Do you want to be paid hourly, paid upfront, or in staggered deposits? All of these are viable options.

Tiered Pricing

The larger your scope is, the more it’s going to cost. If you know your client is price-conscientious, consider creating a tiered system to your scope. This can be structured in a “good, better, best” model of what you would recommend that would help accomplish the client’s goals. 

Type of Engagement

When putting together the pricing, determine what type of engagement makes the most sense for you and your client. This may be a retainer agreement, an hourly cost, or a project-based fee. This will impact how you structure your payment and how much to charge your client.

Come up with your expense budget and know that part of this will be addressed in your objectives. Since your client will already be thinking about money, you can include this on the front page of your proposal, in your initial email, and so on.

Duration vs. Market Value

One large consideration when figuring out the pricing is thinking about how long the project will take to execute vs. how much the information is worth. Oftentimes clients will want to charge you a lower hourly rate but that doesn’t always account for the years of time you’ve spent building this expertise. Understand what the market rate for this type of work is and the potential ROI that it will bring the client.

One way of determining your rate is to consider your value as a full-time employee or the cost that it would be for them to hire a full-time employee for this type of role. Calculating this number backward can just give you additional information you can work off of.

Presenting Your Proposal

The more complicated your marketing proposal is, the more information you need to provide. The amount of information that’s included within the scope of work will influence how the proposal is delivered. This can be in a text format, presentation, or a simple email. It all depends on your client, your information, and what you think will close the deal.

If you’re looking for a simple template to create your proposal, we have you covered.

Send better proposals with Indy

Indy Proposals makes it easier than ever to send proposals that look great and help you get approval fast.

Research Proposal Example/Sample

Detailed Walkthrough + Free Proposal Template

If you’re getting started crafting your research proposal and are looking for a few examples of research proposals , you’ve come to the right place.

In this video, we walk you through two successful (approved) research proposals , one for a Master’s-level project, and one for a PhD-level dissertation. We also start off by unpacking our free research proposal template and discussing the four core sections of a research proposal, so that you have a clear understanding of the basics before diving into the actual proposals.

• Research proposal example/sample – Master’s-level (PDF/Word)
• Research proposal example/sample – PhD-level (PDF/Word)
• Proposal template (Fully editable) 

If you’re working on a research proposal for a dissertation or thesis, you may also find the following useful:

• Research Proposal Bootcamp : Learn how to write a research proposal as efficiently and effectively as possible
• 1:1 Proposal Coaching : Get hands-on help with your research proposal

FAQ: Research Proposal Example

Research proposal example: frequently asked questions, are the sample proposals real.

Yes. The proposals are real and were approved by the respective universities.

Can I copy one of these proposals for my own research?

As we discuss in the video, every research proposal will be slightly different, depending on the university’s unique requirements, as well as the nature of the research itself. Therefore, you’ll need to tailor your research proposal to suit your specific context.

You can learn more about the basics of writing a research proposal here .

How do I get the research proposal template?

You can access our free proposal template here .

Is the proposal template really free?

Yes. There is no cost for the proposal template and you are free to use it as a foundation for your research proposal.

Where can I learn more about proposal writing?

For self-directed learners, our Research Proposal Bootcamp is a great starting point.

For students that want hands-on guidance, our private coaching service is recommended.

Psst… there’s more!

This post is an extract from our bestselling short course, Research Proposal Bootcamp . If you want to work smart, you don't want to miss this .

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Module 6: Marketing Information and Research

The marketing research process, learning objectives.

• Identify the steps of conducting a marketing research project

A Standard Approach to Research Inquiries

Marketing research is a useful and necessary tool for helping marketers and an organization’s executive leadership make wise decisions. Carrying out marketing research can involve highly specialized skills that go deeper than the information outlined in this module. However, it is important for any marketer to be familiar with the basic procedures and techniques of marketing research.

It is very likely that at some point a marketing professional will need to supervise an internal marketing research activity or to work with an outside marketing research firm to conduct a research project. Managers who understand the research function can do a better job of framing the problem and critically appraising the proposals made by research specialists. They are also in a better position to evaluate their findings and recommendations.

Periodically marketers themselves need to find solutions to marketing problems without the assistance of marketing research specialists inside or outside the company. If you are familiar with the basic procedures of marketing research, you can supervise and even conduct a reasonably satisfactory search for the information needed.

Step 1: Identify the Problem

The first step for any marketing research activity is to clearly identify and define the problem you are trying to solve. You start by stating the marketing or business problem you need to address and for which you need additional information to figure out a solution. Next, articulate the objectives for the research: What do you want to understand by the time the research project is completed? What specific information, guidance, or recommendations need to come out of the research in order to make it a worthwhile investment of the organization’s time and money?

It’s important to share the problem definition and research objectives with other team members to get their input and further refine your understanding of the problem and what is needed to solve it. At times, the problem you really need to solve is not the same problem that appears on the surface. Collaborating with other stakeholders helps refine your understanding of the problem, focus your thinking, and prioritize what you hope to learn from the research. Prioritizing your objectives is particularly helpful if you don’t have the time or resources to investigate everything you want.

To flesh out your understanding of the problem, it’s useful to begin brainstorming actual research questions you want to explore. What are the questions you need to answer in order to get to the research outcomes? What is the missing information that marketing research will help you find? The goal at this stage is to generate a set of preliminary, big-picture questions that will frame your research inquiry. You will revisit these research questions later in the process, but when you’re getting started, this exercise helps clarify the scope of the project, whom you need to talk to, what information may already be available, and where to look for the information you don’t yet have.

Applied Example: Marketing Research for Bookends

To illustrate the marketing research process, let’s return to Uncle Dan and his ailing bookstore, Bookends. You need a lot of information if you’re going to help Dan turn things around, so marketing research is a good idea. You begin by identifying the problem and then work to set down your research objectives and initial research questions:

Step 2: Develop a Research Plan

Once you have a problem definition, research objectives, and a preliminary set of research questions, the next step is to develop a research plan. Essential to this plan is identifying precisely what information you need to answer your questions and achieve your objectives. Do you need to understand customer opinions about something? Are you looking for a clearer picture of customer needs and related behaviors? Do you need sales, spending, or revenue data? Do you need information about competitors’ products, or insight about what will make prospective customers notice you? When do need the information, and what’s the time frame for getting it? What budget and resources are available?

Once you have clarified what kind of information you need and the timing and budget for your project, you can develop the research design. This details how you plan to collect and analyze the information you’re after. Some types of information are readily available through  secondary research and secondary data sources. Secondary research analyzes information that has already been collected for another purpose by a third party, such as a government agency, an industry association, or another company. Other types of information need to from talking directly to customers about your research questions. This is known as primary research , which collects primary data captured expressly for your research inquiry.   Marketing research projects may include secondary research, primary research, or both.

Depending on your objectives and budget, sometimes a small-scale project will be enough to get the insight and direction you need. At other times, in order to reach the level of certainty or detail required, you may need larger-scale research involving participation from hundreds or even thousands of individual consumers. The research plan lays out the information your project will capture—both primary and secondary data—and describes what you will do with it to get the answers you need. (Note: You’ll learn more about data collection methods and when to use them later in this module.)

Your data collection plan goes hand in hand with your analysis plan. Different types of analysis yield different types of results. The analysis plan should match the type of data you are collecting, as well as the outcomes your project is seeking and the resources at your disposal. Simpler research designs tend to require simpler analysis techniques. More complex research designs can yield powerful results, such as understanding causality and trade-offs in customer perceptions. However, these more sophisticated designs can require more time and money to execute effectively, both in terms of data collection and analytical expertise.

The research plan also specifies who will conduct the research activities, including data collection, analysis, interpretation, and reporting on results. At times a singlehanded marketing manager or research specialist runs the entire research project. At other times, a company may contract with a marketing research analyst or consulting firm to conduct the research. In this situation, the marketing manager provides supervisory oversight to ensure the research delivers on expectations.

Finally, the research plan indicates who will interpret the research findings and how the findings will be reported. This part of the research plan should consider the internal audience(s) for the research and what reporting format will be most helpful. Often, senior executives are primary stakeholders, and they’re anxious for marketing research to inform and validate their choices. When this is the case, getting their buy-in on the research plan is recommended to make sure that they are comfortable with the approach and receptive to the potential findings.

Applied Example: A Bookends Research Plan

You talk over the results of your problem identification work with Dan. He thinks you’re on the right track and wants to know what’s next. You explain that the next step is to put together a detailed plan for getting answers to the research questions.

Dan is enthusiastic, but he’s also short on money. You realize that such a financial constraint will limit what’s possible, but with Dan’s help you can do something worthwhile. Below is the research plan you sketch out:

Step 3: Conduct the Research

Conducting research can be a fun and exciting part of the marketing research process. After struggling with the gaps in your knowledge of market dynamics—which led you to embark on a marketing research project in the first place—now things are about to change. Conducting research begins to generate information that helps answer your urgent marketing questions.

Typically data collection begins by reviewing any existing research and data that provide some information or insight about the problem. As a rule, this is secondary research. Prior research projects, internal data analyses, industry reports, customer-satisfaction survey results, and other information sources may be worthwhile to review. Even though these resources may not answer your research questions fully, they may further illuminate the problem you are trying to solve. Secondary research and data sources are nearly always cheaper than capturing new information on your own. Your marketing research project should benefit from prior work wherever possible.

After getting everything you can from secondary research, it’s time to shift attention to primary research, if this is part of your research plan. Primary research involves asking questions and then listening to and/or observing the behavior of the target audience you are studying. In order to generate reliable, accurate results, it is important to use proper scientific methods for primary research data collection and analysis. This includes identifying the right individuals and number of people to talk to, using carefully worded surveys or interview scripts, and capturing data accurately.

Without proper techniques, you may inadvertently get bad data or discover bias in the responses that distorts the results and points you in the wrong direction. The module on Marketing Research Techniques discusses these issues in further detail, since the procedures for getting reliable data vary by research method.

Applied Example: Getting the Data on Bookends

Dan is on board with the research plan, and he’s excited to dig into the project. You start with secondary data, getting a dump of Dan’s sales data from the past two years, along with related information: customer name, zip code, frequency of purchase, gender, date of purchase, and discounts/promotions (if any).

You visit the U.S. Census Bureau Web site to download demographic data about your metro area. The data show all zip codes in the area, along with population size, gender breakdown, age ranges, income, and education levels.

The next part of the project is customer-survey data. You work with Dan to put together a short survey about customer attitudes toward Bookends, how often and why they come, where else they spend money on books and entertainment, and why they go other places besides Bookends. Dan comes up with the great idea of offering a 5 percent discount coupon to anyone who completes the survey. Although it eats into his profits, this scheme gets more people to complete the survey and buy books, so it’s worth it.

For a couple of days, you and Dan take turns doing “man on the street” interviews (you interview the guy in the red hat, for instance). You find people who say they’ve never been to Bookends and ask them a few questions about why they haven’t visited the store, where else they buy books and other entertainment, and what might get them interested in visiting Bookends sometime. This is all a lot of work, but for a zero-budget project, it’s coming together pretty well.

Step 4: Analyze and Report Findings

Analyzing the data obtained in a market survey involves transforming the primary and/or secondary data into useful information and insights that answer the research questions. This information is condensed into a format to be used by managers—usually a presentation or detailed report.

Analysis starts with formatting, cleaning, and editing the data to make sure that it’s suitable for whatever analytical techniques are being used. Next, data are tabulated to show what’s happening: What do customers actually think? What’s happening with purchasing or other behaviors? How do revenue figures actually add up? Whatever the research questions, the analysis takes source data and applies analytical techniques to provide a clearer picture of what’s going on. This process may involve simple or sophisticated techniques, depending on the research outcomes required. Common analytical techniques include regression analysis to determine correlations between factors; conjoint analysis to determine trade-offs and priorities; predictive modeling to anticipate patterns and causality; and analysis of unstructured data such as Internet search terms or social media posts to provide context and meaning around what people say and do.

Good analysis is important because the interpretation of research data—the “so what?” factor—depends on it. The analysis combs through data to paint a picture of what’s going on. The interpretation goes further to explain what the research data mean and make recommendations about what managers need to know and do based on the research results. For example, what is the short list of key findings and takeaways that managers should remember from the research? What are the market segments you’ve identified, and which ones should you target?  What are the primary reasons your customers choose your competitor’s product over yours, and what does this mean for future improvements to your product?

Individuals with a good working knowledge of the business should be involved in interpreting the data because they are in the best position to identify significant insights and make recommendations from the research findings. Marketing research reports incorporate both analysis and interpretation of data to address the project objectives.

The final report for a marketing research project may be in written form or slide-presentation format, depending on organizational culture and management preferences. Often a slide presentation is the preferred format for initially sharing research results with internal stakeholders. Particularly for large, complex projects, a written report may be a better format for discussing detailed findings and nuances in the data, which managers can study and reference in the future.

Applied Example: Analysis and Insights for Bookends

Getting the data was a bit of a hassle, but now you’ve got it, and you’re excited to see what it reveals. Your statistician cousin, Marina, turns out to be a whiz with both the sales data and the census data. She identified several demographic profiles in the metro area that looked a lot like lifestyle segments. Then she mapped Bookends’ sales data into those segments to show who is and isn’t visiting Bookends. After matching customer-survey data to the sales data, she broke down the segments further based on their spending levels and reasons they visit Bookends.

Gradually a clearer picture of Bookends’ customers is beginning to emerge: who they are, why they come, why they don’t come, and what role Bookends plays in their lives. Right away, a couple of higher-priority segments—based on their spending levels, proximity, and loyalty to Bookends—stand out. You and your uncle are definitely seeing some possibilities for making the bookstore a more prominent part of their lives. You capture these insights as “recommendations to be considered” while you evaluate the right marketing mix for each of the new segments you’d like to focus on.

Step 5: Take Action

Once the report is complete, the presentation is delivered, and the recommendations are made, the marketing research project is over, right? Wrong.

What comes next is arguably the most important step of all: taking action based on your research results.

If your project has done a good job interpreting the findings and translating them into recommendations for the marketing team and other areas of the business, this step may seem relatively straightforward. When the research results validate a path the organization is already on, the “take action” step can galvanize the team to move further and faster in that same direction.

Things are not so simple when the research results indicate a new direction or a significant shift is advisable. In these cases, it’s worthwhile to spend time helping managers understand the research, explain why it is wise to shift course, and explain how the business will benefit from the new path. As with any important business decision, managers must think deeply about the new approach and carefully map strategies, tactics, and available resources to plan effectively. By making the results available and accessible to managers and their execution teams, the marketing research project can serve as an ongoing guide and touchstone to help the organization plan, execute, and adjust course as it works toward desired goals and outcomes.

It is worth mentioning that many marketing research projects are never translated into management action. Sometimes this is because the report is too technical and difficult to understand. In other cases, the research conclusions fail to provide useful insights or solutions to the problem, or the report writer fails to offer specific suggestions for translating the research findings into management strategy. These pitfalls can be avoided by paying due attention to the research objectives throughout the project and allocating sufficient time and resources to do a good job interpreting research results for those who will need to act on them.

Applied Example: Bookends’ New Customer Campaign

Your research findings and recommendations identified three segments for Bookends to focus on. Based on the demographics, lifestyle, and spending patterns found during your marketing research, you’re able to name them: 1) Bored Empty-Nesters, 2) Busy Families, and 3) Hipster Wannabes. Dan has a decent-sized clientele across all three groups, and they are pretty good spenders when they come in. But until now he hasn’t done much to purposely attract any of them.

With newly identified segments in focus, you and Dan begin brainstorming about a marketing mix to target each group. What types of books and other products would appeal to each one? What activities or events would bring them into the store? Are there promotions or particular messages that would induce them to buy at Bookends instead of Amazon or another bookseller? How will Dan reach and communicate with each group? And what can you do to bring more new customers into the store within these target groups?

Even though Bookends is a real-life project with serious consequences for your uncle Dan, it’s also a fun laboratory where you can test out some of the principles you’re learning in your marketing class. You’re figuring out quickly what it’s like to be a marketer.

Well done, rookie!

Check Your Understanding

Answer the question(s) below to see how well you understand the topics covered in this outcome. This short quiz does  not  count toward your grade in the class, and you can retake it an unlimited number of times.

Use this quiz to check your understanding and decide whether to (1) study the previous section further or (2) move on to the next section.

• Revision and Adaptation. Authored by : Lumen Learning. License : CC BY: Attribution
• Chapter 3: Marketing Research: An Aid to Decision Making, from Introducing Marketing. Authored by : John Burnett. Provided by : Global Text. Located at : http://solr.bccampus.ca:8001/bcc/file/ddbe3343-9796-4801-a0cb-7af7b02e3191/1/Core%20Concepts%20of%20Marketing.pdf . License : CC BY: Attribution
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Reimagining Design with Nature: ecological urbanism in Moscow

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• Published: 10 September 2019
• Volume 1 , pages 233–247, ( 2019 )

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• Brian Mark Evans   ORCID: orcid.org/0000-0003-1420-1682 1  

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The twenty-first century is the era when populations of cities will exceed rural communities for the first time in human history. The population growth of cities in many countries, including those in transition from planned to market economies, is putting considerable strain on ecological and natural resources. This paper examines four central issues: (a) the challenges and opportunities presented through working in jurisdictions where there are no official or established methods in place to guide regional, ecological and landscape planning and design; (b) the experience of the author’s practice—Gillespies LLP—in addressing these challenges using techniques and methods inspired by McHarg in Design with Nature in the Russian Federation in the first decade of the twenty-first century; (c) the augmentation of methods derived from Design with Nature in reference to innovations in technology since its publication and the contribution that the art of landscape painters can make to landscape analysis and interpretation; and (d) the application of this experience to the international competition and colloquium for the expansion of Moscow. The text concludes with a comment on how the application of this learning and methodological development to landscape and ecological planning and design was judged to be a central tenant of the winning design. Finally, a concluding section reflects on lessons learned and conclusions drawn.

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The landscape team from Gillespies Glasgow Studio (Steve Nelson, Graeme Pert, Joanne Walker, Rory Wilson and Chris Swan) led by the author and all our collaborators in the Capital Cities Planning Group.

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Evans, B.M. Reimagining Design with Nature: ecological urbanism in Moscow. Socio Ecol Pract Res 1 , 233–247 (2019). https://doi.org/10.1007/s42532-019-00031-5

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US made offer to bring home jailed Americans Paul Whelan and Evan Gershkovich. Russia rejected it

FILE - Paul Whelan, a former U.S. Marine who was arrested for alleged spying, listens to the verdict in a courtroom at the Moscow City Court in Moscow, Russia, June 15, 2020. The Biden administration says its made a new and significant offer aimed at securing the release of American detainees Paul Whelan and Evan Gershkovich, but Russia has rejected the offer. (Sofia Sandurskaya, Moscow News Agency photo via AP, File)

FIle - Wall Street Journal reporter Evan Gershkovich stands in a glass cage in a courtroom at the Moscow City Court, in Moscow, Russia, Oct. 10, 2023. The Biden administration says its made a new and significant offer aimed at securing the release of American detainees Paul Whelan and Evan Gershkovich, but Russia has rejected the offer. (AP Photo/Alexander Zemlianichenko, File)

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WASHINGTON (AP) — The Biden administration has made a new and significant offer aimed at securing the release of American detainees Paul Whelan and Evan Gershkovich , but Russia has rejected the offer, the State Department said Tuesday.

Spokesman Matthew Miller did not reveal the details of the offer nor why Russia had turned it down, but the revelation of the proposal was a fresh indication that Washington is continuing to try to negotiate with Moscow to get both men home.

“This was a new proposal, in recent weeks. It was a significant proposal,” Miller said. “And it was rejected by the Russians but it does not, it will not deter us from continuing to do everything we can to try and bring both of them home.”

The U.S. government has declared both Whelan and Gershkovich to be wrongfully detained.

Whelan, a corporate security executive from Michigan, has been jailed in Russia since his December 2018 arrest on espionage-related charges that both he and the U.S. government dispute. He was sentenced to 16 years in prison,

Gershkovich, a Wall Street Journal reporter, was detained in March while on a reporting trip to the Russian city of Yekaterinburg, about 2,000 kilometers (1,200 miles) east of Moscow.

Gershkovich and the Journal deny the allegations, and Russian authorities haven’t detailed any evidence to support the espionage charges. A Russian court last week extended the detention until Jan. 30.

“They never should have been arrested in the first place. They should be released immediately,” Miller said. “But we have made a number of proposals and including a substantial one in recent weeks and we will continue to work every day to bring Evan and Paul Whelan home. There is no prior higher priority for the Secretary of State. There is no higher priority for the president.”

In July 2022, Secretary of State Antony Blinken revealed that the U.S. had made a substantial proposal to Moscow to get home WNBA star Brittney Griner and Whelan. Griner was ultimately released in December in a prisoner swap with notorious Russian arms trafficker Viktor Bout , but Whelan was not part of the deal.

Federal Budget 2024: Summary and Analysis, CUPE National Research

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Budget 2024 makes small tweaks to address big issues facing the country. Many of the changes announced are moving in the right direction, but some still reflect an over-reliance on market-led approaches that have failed in the past. There are also some promising proposals that will need more details before we can fully evaluate them.

Much of the proposed spending won’t actually flow until after the next federal election, and announcements made in previous budgets have been pushed even further into the future. The federal government has prioritized moving closer to a balanced budget over investing what was required to address the issues identified. This approach fails to consider the broader long-term costs of inaction.

• Meaningful shift on tax fairness, finally increasing the proportion of capital gains profits that are included in corporate and individual taxable income, raising $19 million in additional revenue over 5 years.
• Some funding to protect existing affordable housing and to support tenant’s rights.
• Additional funding for blue sky research at Canadian post-secondary institutions, and substantial increases to graduate student stipends.
• Proposal of a high-level working group focused on encouraging pension funds to privatize public infrastructure.
• Invisible cuts as some programs are phased out and not replaced or replaced with less money.
• Insufficient funding to critical areas, such as housing, health care, and municipal infrastructure.

Social Services

The Canada Social Transfer (CST) is the main source of financial contribution from the federal government to the provinces and territories for social services. This funding is badly needed to help address some of the major challenges facing the sector, such as: high levels of staff vacancies and turnover, low wages, and workplace violence due to low staffing levels. No increase to the CST was announced in Federal Budget 2024.

Changes were proposed to the Canada Student Financial Assistance Act and the Canada Students Loans Act . They will apply to persons who choose to work in social service professions in rural and remote communities, including child care, personal support, and social workers. This could increase access to services by attracting much needed workers to these areas, while also helping to alleviate financial burdens students face when they graduate from training programs.

Two new consultations were announced in the social services sector. The first is a Sector Table on the Care Economy. The second is the development of a National Caregiving Strategy. It is hoped that these multi-sector consultations will lead to the development of a new caregiving strategy in line with the CLC’s Care Economy Action Plan. CUPE awaits further information on the timeline of this development.

Canada Disability Benefits

In our pre-budget submission to the federal Finance committee, CUPE called on the federal government to accelerate the development and implementation of the new Canada Disability Benefit. Disability Without Poverty estimated that $10 billion, would need to be allocated annually (indexed to inflation) to lift people above the poverty line. Unfortunately, what was announced in the federal budget has fallen well short of that need. Budget 2024 only committed to $6.1 billion over 6 years, with $1.4 billion ongoing.

The announcement falls short on both the amount of the benefit and the eligibility requirements. CUPE believes that the benefit must be inclusive and available to all persons living with disabilities. Eligibility should be tied to a self-reported disability, rather than limiting eligibility to individuals who are registered for the Disability Tax Credit, since not all persons with disabilities are registered. At minimum, everyone who currently receives disability benefits should automatically receive the Canada Disability Benefit (e.g., recipients of provincial/territorial disability social assistance programs, Disability Tax Credit, CPP-D/QPP-D, veterans’ benefits). Disability without Poverty estimated that this would cover approximately 1 million individuals.

Budget 2024 limits eligibility to individuals with a Disability Tax Credit certificate. Currently, 492,000 working-age adults have the certificate, and the government is hoping to be able to increase this number to 600,000 in the first few years following implementation of the benefit. The maximum amount of the benefit is $2,400 per year, instead of at least $12,000 suggested by advocates. The claw-back rate is determined based on family income, instead of individual income, which also goes against the recommendations of advocates.

Libraries are mentioned in announcements related to infrastructure spending, and they’re recognized for the vital role they play in promoting literacy, but there are no guarantees that any of the infrastructure funding will be spent on building new or retrofitting existing libraries. Library workers will applaud the additional investments in housing as they work daily with people who are underhoused and know the stress and challenges people are facing due to the housing crisis.

Municipalities

CUPE has been calling for new funding tools for municipalities to give them increased and sustainable funding for public services. This is not addressed in Federal budget 2024.

Infrastructure deficits for Canadian municipalities have been estimated between $110 and $270 billion. The 2024 federal budget’s $12.8 billion commitment for municipalities is earmarked for housing, water and wastewater infrastructure and the emergency treatment of the opioid crisis. It is woefully inadequate to address the real crisis in municipal asset needs. 

CUPE welcomes the $1.5 billion under the Green and Inclusive Community Buildings Program, which supports green and physically accessible retrofits, repairs, and upgrades of public community facilities, and new builds of publicly accessible community spaces.

The budget does include $2.4 billion for water and wastewater infrastructure and $1.6 billion for safe drinking water and treated wastewater for First Nations communities, but these are both announcements are from previous commitments. 

CUPE has called on the federal government to update the National Housing Strategy to include the human rights requirements contained in new National Housing Strategy Act. In order to address the affordable housing crisis, CUPE believes that the federal government should prioritize building new non-market housing including public, non-profit and co-operative housing. To address the financialization of housing, CUPE recommends establishing national standards for tenant protections that provinces and territories must meet, as well as closing tax loopholes for Real Estate Investment Trusts (REITs).

The budget did not update the National Housing Strategy to include the human rights requirements under the National Housing Strategy Act , but it does take some steps towards protecting existing affordable housing and increasing non-profit and public housing.

Major housing announcements:

• $1 billion top up to the Affordable Housing Fund, which provides capital for new affordable housing and renovation and repair of existing affordable and community housing.
• $15 billion for the Apartment Construction Loan Program, which provides low-cost loans to for-profit, non-profit and municipalities.
• $1.5 billion for the launch of the Canada Rental Protection Fund, which will provide $1 billion in loans and $470 million in contributions to non-profit organizations and other partners so they can acquire units to preserve rent prices in the long term; and,
• the Public Lands for Homes Plan will convert public lands to housing, including leasing and acquiring other public lands for housing, retaining ownership whenever possible.

CUPE supports the new money going toward non-market housing in the Rapid Housing Stream under the Affordable Housing Fund, as well as protecting existing affordable housing through the Canada Rental Protection Fund. Unfortunately, the bulk of the 2024 federal budget money will go to for-profit housing developers through the Apartment Construction Loan Program. This will inevitably increase financialization in the sector and increases the risk that newly built housing will not be affordable.

There are some measures that could contribute to better protections for tenants, such as $15 million over five years for a new Tenant Protection Fund. The fund will provide funding to organizations that provide legal and informational services to tenants, as well as for tenants’ rights advocacy organizations to raise awareness of renters’ rights. This is a positive approach, but the funding level will not meet the existing need. The proposed Canadian Renters’ Bill of Rights could be a useful tool, but more information is needed on its development, implementation, and enforceability. Strong and enforceable national standards for tenant protections are needed to ensure federal transfers to build housing do not act as windfalls for developers.

There is only one measure in the 2024 federal budget to address the financialization of housing and there are a number of measures that would increase the financialization of housing. The housing plan states they intend to restrict the purchase and acquisition of single-family homes by large corporate investors. Further detail will be provided in the 2024 Fall Economic Statement. This is unlikely to make a significant difference.

Budget 2024 didn’t respond to CUPE, ACORN and other housing advocates demands to close tax loopholes for REITs, a measure that would address financialization of housing and long term care. The 2024 federal budget does announce a working group to encourage Canadian pension funds to invest in domestic infrastructure including “building more homes, including on public lands”. This will only serve to further financialize the housing sector. More information on this proposal can be found in the pensions section.

CUPE has called on the federal government to ensure that there is sufficient funding for new not-for-profit and public child care spaces to meet the demand. We have also called for a comprehensive workforce strategy for care workers, which must include recruiting and training as well as retention strategies. This includes higher wages, full-time jobs, paid sick days, benefits and pensions for all workers in the sector. In March, CUPE launched an e-action campaign specifically asking the government to invest $7 billion dollars to resolve the labour crisis in the sector, and $10 billion to expand the early childhood education system.

What we got in the 2024 federal budget is not enough to address the issues of expansion that the program is facing and often leaves out child care workers that are not Early Childhood Educators (ECE), many of whom are Indigenous, Black, racialized, or newcomers. However, the budget does acknowledge many of the access problems and takes initial steps to address them. Canada-wide early learning and child care transfer payments are expected to increase from $5.6 billion in 2023-2024 to $7.7 billion in 2028-2029.

The 2024 federal budget 2024 extends student loan forgiveness to Early Childhood Educators who work in rural and remote communities. The amount of student loan forgiveness will increase the longer an ECE stays in the profession in a rural or remote area. This builds on enhanced student loan forgiveness provided to attract more doctors and nurses to rural and remote communities. This is expected to benefit over 3,000 ECEs per year who work in rural and remote communities. The cost of these measures is estimated to be $48 million over four years, starting in 2025-26, and $15.8 million ongoing.

The 2024 federal budget will provide $10 million over two years to increase training for Early Childhood Educators, through Employment and Social Development Canada’s Sectoral Workforce Solutions Program, an employer-led training program.

On wage and pensions, the federal government is calling on provinces and territories to ensure that the ECEs are fairly compensated for the important work they do. CUPE believes this should include the creation of robust pension regimes and be extended to all child care workers.

The Child Care Expansion Loan Program will offer $1 billion in low-cost loans and $60 million in non-repayable contributions to public and not for-profit child care providers to build more spaces and renovate their existing child care centres.

To launch the program, the 2024 federal budget will provide the Canada Mortgage and Housing Corporation (CMHC) with $179.4 million over five years, starting in 2024-25. This will also allow CMHC to coordinate the requirement for provinces and territories to consider the expansion of non-profit child care when accessing Canada Builds funding for affordable housing projects.

The 2024 federal budget also proposes to reallocate up to $41.5 million over four years, starting in 2025-26, and up to $15 million ongoing from within Employment and Social Development Canada to establish a new capacity building program to help providers apply for funding through the Child Care Expansion Loan Program, and to support Early Learning and Child Care research initiatives.

Finally, the 2024 federal budget proposes $100 million over five years, starting in 2024-25, to DND for child care services for Canadian Armed Forces personnel and their families.

Post-Secondary Education

CUPE has called on the federal government to increase funding to research, specifically increasing scholarship amounts for graduate students and index these amounts to inflation. These scholarship amounts have been at the same level for over 20 years. Budget 2024 increases the annual value of master’s and doctoral student scholarships to $27,000 and $40,000, respectively, and post-doctoral fellowships to $70,000. This is a long overdue, and very welcome change. However, these amounts are not indexed to inflation.

There is also an investment of $734.8 million over 3-5 years for various large research projects at universities, and $30 million over three years to support Indigenous participation in research, with $10 million each for First Nation, Métis, and Inuit partners. This research funding is very welcome.

There are several changes to Canada Student Loans and Grants that add up to an additional $650 million annually. CUPE was looking for an increase to Canada Student Grants from $4,200 to $6,000 to match the level that was provided during the pandemic. Instead, the 2024 federal budget only extends the current level of $4,200 for one additional year, returning to the pre-pandemic level of $3,000 afterwards.

Student loan and grant changes:

• Students with disabilities will have access to more generous repayment assistance, as well as loan forgiveness for those with severe permanent disabilities.
• Adjusting the shelter allowances used by the Canada Student Financial Assistance Program when determining financial need, increasing support for approximately 79,000 students per year; and
• permanently eliminate the credit screening requirement for mature students applying for Canada Student Grants and Loans.

Not all families have been able to take advantage of the federal money in Registered Education Savings Plans (RESPs), so this program has tended to benefit higher income families. Starting in 2028, children born 2024 or later, who do not already have a RESP, will be automatically enrolled and the eligible Canada Learning Bond payments would be auto deposited in these accounts. This would mean an additional 130,000 children would benefit from the Canada Learning Bond. The 2024 federal budget 2024 also extends the length of time that a student can retroactively claim the Canada Learning Bond, from 20 years to 30 years.

CUPE is disappointed that we did not see an increase to the provincial transfer dedicated to PSE that would be in addition to provincial funding, lower tuition for all students, and provide fair wages and less precarity for workers at PSE institutions. We also did not see offsets for loss of revenue related to the impact of international student enrollment reductions.

In terms of funding for university and college housing, we saw a very minor change that would relax the conditions under which university housing can qualify for GST exemption. While this is supposed to incentivize new construction, it is only estimated to provide $19 million in reduced costs. Universities and colleges require substantial funding for housing and sustainable retrofits, and this gap was not addressed in this budget.

Tax Fairness

Tax cuts implemented since 2000 have reduced federal revenues by over $50 billion annually, and the major beneficiaries have been large corporations and the wealthiest Canadians. These cuts have left a huge hole in federal budgets and had a ripple effect across provincial budgets as the federal government stepped back from funding essential public services. CUPE called for the federal government to increase the federal corporate tax rate, eliminate tax loopholes and fossil fuel subsidies, improve transparency rules, and introduce a wealth tax.

The 2024 federal budget takes a step towards this by increasing the proportion of capital gains that are included in corporate and individual taxable income. Capital gains are the profit that is made when you sell assets, such as stocks or real estate other than your primary residence. Currently, only 50% of this profit is included in taxable income for corporations and individuals. The 2024 federal budget proposes to increase this to two-thirds for all capital gains realized by corporations and trusts, and for annual capital gains over $250,000 for individuals, effective June 25, 2024.

This tax increase is slightly offset by two exemptions. There is currently a lifetime capital gains exemption of $1 million on the sale of small businesses, as well as farming and fishing property. This will be increased to $1.25 million as of June 25, 2024, and indexed to inflation. The 2024 federal budget proposes an additional exemption for entrepreneurs, which would reduce the inclusion rate for capital gains to 33.3% on a lifetime maximum of $2 million.

These changes are expected to increase federal revenues by $6.7 billion in 2024-2025, and by $19 billion over 5 years. As an added benefit, these changes will automatically be applied to most provinces as well. Quebec runs their own income tax system independently, and so can decide whether or not they want to mirror the change in capital gains inclusion rates at the provincial level. Alberta has an independent system for corporate taxation, and so only the individual taxation changes will apply at the provincial level in Alberta.

The federal government has been talking about encouraging pension funds to invest more money in Canada, partly with the justification that this is needed to boost lagging private sector business investment and productivity. The 2024 federal budget proposes to create a working group, led by Stephen Poloz (former Governor of the Bank of Canada) to identify priority investment opportunities, specifically mentioning several areas where CUPE is concerned about privatization. This proposal appears to be nothing more than a veiled repeat of previous privatization schemes, like the Canada Infrastructure Bank.

CUPE has already expressed concerns that encouraging pension funds to build housing will only exacerbate the financialization of housing. Pension funds have already become significant investors in the financialization of long-term care and seniors’ retirement residential housing. They are now increasingly invested in the financialization of purpose-built rental housing whose business model relies on the displacement of lower income tenants in favour of higher income tenants through unaffordable rent increases and renovictions – a tactic known as “repositioning.” In Toronto alone, tenants of multiple rental buildings across the city are organizing against major above guideline rent increases imposed by their pension fund landlord – PSP Investments.

Another example that should be an indication that this is a failed approach is the impending failure of Thames Water, a private water company in the UK. The money that OMERS and other pension funds have invested in this project may be entirely written off unless the UK water regulator will allow water rates to increase by 40%. CUPE’s position is that pension fund returns for workers should not be secured at the cost of accessible public services.

As part of the 2022-2024 Triennial Review of the Canada Pension Plan (CPP), the federal government is proposing some technical amendments to CPP legislation. These amendments would provide a top-up to the Death Benefit for certain contributors; introduce a partial children’s benefit for part-time students; extend eligibility for the disabled contributors children’s benefit when a parent reaches age 65; and end eligibility for a survivor pension to people who are legally separated after a division of pensionable earnings. CUPE will follow these proposals and evaluate the implications as we get more details.

Employment Insurance

CUPE has been calling for a reform to the Employment Insurance (EI) program to meet the needs of all workers. We saw that this was possible with the federal government’s quick expansion of EI during the early stages of the pandemic. CUPE continues to call for expanded access to EI to ensure more workers are covered, which will boost support for women as well as precarious and migrant workers; increased benefit levels and a minimum benefit of $500 per week; and increased EI sickness benefits from 15 to 50 weeks.

While there is some good news that the federal government did extend the rules until 2016 to allow an additional 5 weeks of EI to eligible seasonal workers, CUPE is disappointed that the budget will allow EI premiums to decrease. The EI Part II top-up, which has been extended since 2017, has not been renewed. The federal government has failed to introduce even minimal changes to make EI more accessible, equitable and affordable for workers across the country.

Earlier this year, CUPE held a press conference ( CUPE demands EI fairness for women workers | Canadian Union of Public Employees ) on Parliament Hill calling on the federal government to allow new parents who have been laid off to combine both parental benefits and EI benefits. Women are still more likely to take the majority of a parental leave, which means not being able to combine their parental and EI benefits, which puts them in a vulnerable position if they get laid off before, during, or after maternity leave. Although we have highlighted this issue to the federal government, CUPE was very disappointed that the government chose not to fix the issue in the 2024 budget.

Artificial Intelligence

Artificial Intelligence (AI) has been a hot topic in Canada for the past couple of years. This year it made its debut in the federal budget. $2.4 billion has been allocated to AI, yet legislation addressing AI is only beginning to make its way through the government in the form of Bill 27, Digital Charter Implementation Act.

CUPE has made a submission to the government outlining some concerns that we have with Bill 27, but none of those changes have yet to be addressed including the need to add protections for workers and ensure they and their unions are consulted when AI systems are deployed in the workplace.

The $2.4 billion dollars for AI is proposed for building and providing access to computing capabilities and technological infrastructure for AI researchers, start-ups and scale-ups; $200 million to market and accelerate AI adoption in sectors such as agriculture, clean technology, health care and manufacturing; $50 million for the Sectoral Workforce Solutions Program to support workers who may be impacted by AI, such as creative industries, to provide new skills training for workers in potentially disrupted sectors and communities, among others.

CUPE continues to have concerns with the way AI is being introduced. For this announcement in the federal budget, we believe the Office of the AI and Data Commissioner should be independent of government in order to provide proper oversight; government funding should not subsidize corporate profits and flow toward AI adoption in particular sectors; $50 million for workers affected by AI is completely inadequate given the risks with continued AI growth; any money allocated to training through the Sectoral Workforce Solutions Program must include trade unions in the workplace as a key partner in program development; and lastly, the Canadian AI Safety Institute should include an explicit role for trade unions given that workers will have frontline experience of dealing with AI systems in workplaces across the country.

Health Care

Major announcements were just recently made about the beginning of a universal pharmacare program in Canada. Despite this exciting start, the federal budget has not maintained the momentum. CUPE has long advocated for a single-payer, universal pharmacare program. To begin a comprehensive program, Canada would need to allocate at least $3.5 billion eventually reaching $15.3 billion. However, the Liberal government has only committed $1.5 billion over 5 years, starting with $59 million in 2024-2025. While we know this first phase of pharmacare is set to cover some diabetes and contraceptive devices and medication, it is unclear exactly which devices and medications will be available where and when. Currently, people in Canada spend $3 billion annually on contraception and diabetes treatment, while not all of those devices will be covered, and with federal bulk purchasing the cost of treatment should decrease, an average of $300 million per year is far from the $3 billion currently being spent. CUPE will continue to advocate for a comprehensive, universal, single-payer pharmacare program for Canada.

Dental Care

Through the Supply and Confidence Agreement, the NDP was able to secure a dental care program as part of our public health care system. The program is currently means-tested, and no funding was allocated in the budget to provide an expansion to the plan. We expect the plan will continue as is. CUPE will continue to advocate with the NDP for a universal dental care program.

Long-Term Care

Canada witnessed the horrifying reality of a long-term care system in dire need of support when the 2020 pandemic hit. Before, then and after, CUPE continues to demand better hours of care for residents, at least 70 per cent of staff to be permanent and full-time, and to have the conditions and criteria of the Canada Health Act applied to long-term care (publicly administered, universal, comprehensive, portable, with no extra-billing or user-fees).

The 2024 federal budget 2024 commits to the Aging with Dignity bilateral agreements made to support provinces and territories in improving long-term care standards. $5.4 billion over five years has been committed. However, the budget does not contain many details on the content of these standards (i.e., no reference to the 4.1 hours of direct care for residents that is necessary for good care). There is no mention of how these standards will be enforced – something CUPE and our allies raised concerns about last year ( Health Canada says it won’t mandate standards for long-term care homes – Canadian Health Coalition ). Lastly, many of the bilateral agreements do not include funding for frontline services or hiring. This raise concerns that federal dollars for long-term care could be used to subsidize private long-term care rather than ensuring needed investments are made in our public care facilities.

Public Health Care

The cost of delivering public health care in Canada is shared between the federal, provincial, and territorial governments. CUPE has been calling on the federal government to increase their share of health care funding from 22% to 35% of total health care spending.

We have been calling on the government to address recruitment and retention issues in the sector which have worsened since the pandemic. In the budget, the Liberal government has reiterated their previous commitments to bilateral agreements, but no new money has been allocated. This is a lost opportunity to invest in one of the most important social programs in the country and ensure everyone in Canada has improved access to high quality public health care.

The Budget proposes two new consultations. The first is a sectoral table on the care economy that will consult and provide recommendations to the federal government on concrete actions to better support the care economy. The second is a series of consultations on the development of a National Caregiving Strategy. CUPE welcomes these new forums for conversation, but we’re also hoping that action to support workers in health care will follow quickly. We know that health care is facing an enormous crisis, workers desperately need support and resources, staffing shortfalls and burnout are chronic in this sector. We are open to these consultations but many of the problems and their solutions are well known, we will continue to fiercely advocate to improve the working conditions in health care now.

Indigenous Health

As written in the Truth and Reconciliation Commission’s (TRC) Calls to Action, the Federal government, in consultation with Indigenous people, needs to: increase funding for indigenous healing centres; establish measurable goals to identify and close the gaps in health outcomes between Indigenous and non-Indigenous communities; and publish an annual progress report, among the other TRC calls for health care. CUPE calls for the federal government to make good on its commitment to truth and reconciliation for Indigenous health.

CUPE has called on the federal government to prioritize clean energy investments that are publicly owned and operated. While it doesn’t go as far as prioritizing public ownership, the Clean Electricity investment tax credit announced in Budget 2023 was designed to be available to public entities. Budget 2024 announces the design and implementation details of this tax credit.

The Clean Electricity Investment Tax Credit is a 15 % refundable tax credit rate for eligible investments in new equipment or refurbishments related to:

• Low-emitting electricity generation systems using energy from wind, solar, water, geothermal, waste biomass, nuclear, or natural gas with carbon capture and storage.
• Stationary electricity storage systems that do not use fossil fuels in operation, such as batteries and pumped hydroelectric storage; and
• Transmission of electricity between provinces and territories.

The Clean Electricity Investment Tax Credit would be available to certain taxable and non-taxable corporations, including corporations owned by municipalities or Indigenous communities, and pension investment corporations. Provided that a provincial and territorial government satisfies additional conditions, the tax credit would also be available to provincial and territorial Crown corporations investing in that province or territory.

Robust labour requirements to pay prevailing union wages and create apprenticeship opportunities will need to be met to receive the full 15% tax credit, but these are limited to male dominated occupations. The Clean Electricity Investment Tax Credit is expected to cost $7.2 billion over five years starting in 2024-2025, and an additional $25 billion from 2029-2030 to 2034-2035. This is less than was expected in the 2023 federal budget.

The 2024 federal budget also proposes to provide $3.1 billion over 11 years, to Atomic Energy of Canada Limited to support Canadian Nuclear Laboratories’ ongoing nuclear science research, environmental protection, and site remediation work.

Climate and Just Transition

CUPE has been calling on the federal government to implement climate solutions faster and to do so in consultation with unions to ensure a just transition for workers in carbon-intensive industries. But the federal budget focuses less on just transition for workers and more on carbon pricing and carbon credits, fuel rebates for small and medium sized business, EV stations and zero emission transport, helping farmers who are already facing the effects of a changing climate, and trying to reach net-zero by 2050. The Liberals discuss the need to create new jobs for young workers that are focused on climate, but they do not discuss how they will transition current workers from carbon-intensive work.

This budget announces only $2 billion in net new climate spending over the next five years, with an additional $9 billion that wouldn’t start to flow until 2029-2030.

On top of the investments in energy, Via Rail will receive $462 million for operational funding over the next 5 years. A new Crown corporation, VIA HFR-VIA TGF Inc., receives $362 million over the next 6 years to deliver high frequency rail.

The Canada Greener Homes Affordability Program replaces the Greener Homes Grant. The new program is expected to cost $800 million over five years and will target energy efficiency retrofits for lower income households. The previous program spent $2.6 billion over seven years but wasn’t targeted. Despite spending less money, the new program will probably have a bigger impact on affordability for low-income families.

CUPE has called for the federal government to eliminate subsidies for fossil fuels, which could have been used to fund much needed climate investments. However, the government shows no desire to move away from fossil fuels and in fact applauded the “golden weld” aka the completion of the Trans Mountain pipeline during the 2024 budget speech. 

To reach our goals of slowing climate change and ensuring a sustainable future for generations to come, the 2024 federal budget missed an opportunity to end subsidies to fossil fuel industries, provide funding to municipalities for more investment in public transit, and focus on transitioning workers into climate friendlier work.

Federal Labour Code

The 2024 federal budget promises Right to Disconnect legislation for the federally regulated sector. It allocates $3.6 million over five years to enable the Labour Program at Employment and Social Development Canada to implement legislative amendments to the Canada Labour Code that would require employers in federally regulated sectors to establish a policy limiting work-related communication outside of scheduled working hours. This is expected to benefit up to 500,000 employees in federally regulated sectors.

On worker misclassification, Employment and Social Development Canada and the Canada Revenue Agency will enter into necessary data-sharing agreements to facilitate inspections and enforcement.

Following the recommendations of the arm’s length Task Force that reviewed the Employment Equity Act , the 2024 federal budget 2024 announces the government’s intention to propose legislative amendments to modernize the Act, including by expanding designated equity groups.

CUPE is concerned about the federal government’s proposal to spend $3.1 million over two years to review labour disputes in Canada’s ports. The proposal says that Labour Canada will conduct this review, and that funding will be sourced from existing departmental resources. In CUPE’s experience, the use of scabs and premature back-to-work legislation are the main stumbling blocks to productive collective bargaining in the port sector.

Social Equity

Federal budget documents regularly include a section analyzing new spending, identifying main beneficiaries based on categories such as gender, income level, age, as well as how budget measures impact groups such as Indigenous peoples, 2SLGBTQI+ people, persons with disabilities and Black and racialized individuals. Budget 2024 is missing the impact assessment found in last year’s budget that analyzed the GBA+ process used to develop budget measures as well as their expected impact.

Overall, Budget 2024 adds very little new spending compared to previous budgets, and very few new measures are aimed at gender equity or Black and racialized individuals. There is some new spending for Indigenous peoples and people with disabilities, but the level falls far below the need identified. Budget 2024 does have some measures aimed at low-income people, such as the Canada Rental Protection Fund, improvements to Student Loans, and the National School Food Program. The Gender and Diversity statement points out that single parents, Black and racialized people, and new Canadians are more likely to benefit from these measures, even though there are no specific elements to ensure that this help reaches those communities. The budget does include $12 million in funding for projects aimed at combatting hate against the 2SLGBTQI+ community.

The main equity focus of Budget 2024 was intergenerational fairness, and investments in housing and research were the main areas with new spending. As a result, the largest beneficiaries identified in the Statement on Gender, Diversity, and Inclusion is “Specific Industry/Sector/Region”, which includes spending that will benefit sectors such as construction and AI research.

Approximately 10% of new spending is targeted towards persons with disabilities. The largest piece of this is the funding for the new Canada Disability Benefit, which will provide up to $2,400/year to around 5,000 people with disabilities. This is a huge disappointment. Advocates were calling for a benefit that provided a maximum of at least $12,000/year to a much larger group of people with disabilities.

Chapter 6 in the budget is dedicated to measures related to reconciliation with Indigenous Peoples, and about 15% of Budget 2024’s new spending is found in this chapter. This is equal to $9 billion over 6 years. Major investments include expanding On-Reserve Income Assistance to eligible people with disabilities who live in First Nations communities, support for community-led, prevention-based solutions to reduce the number of Indigenous children in care, investments in First Nations K-12 education and education infrastructure, as well as temporary increases to income supports for post-secondary education. Like other areas of Budget 2024 the biggest numbers come in the form of loan guarantees, an approach that has limited benefit in closing physical and social infrastructure gaps.

Investments in housing, health care, and other infrastructure are far below what advocates have identified as necessary. The Assembly of First Nations recently released a report that identified the need for $349 billion in infrastructure investments for First Nations communities to close the gap by 2030. Inuit advocates have identified the need for $75 billion in infrastructure investments, and the Metis National Council is asking for infrastructure investments of $2.7 billion.

The budget acknowledges that 6% of First Nations communities still do not have access to clean drinking water, with 4% who have a project under construction, 1% that are in the design phase, and a final 1% that are still conducting a feasibility study to address their water advisory. Despite this acknowledgement, there is no additional funding provided to ensure long term access to clean drinking water. The Assembly of First Nations has called for $670 million to end boil water advisories and $9,200 million towards wastewater treatment in order to close infrastructure gaps by 2030.

The Assembly of First Nations recommends $3,675 million towards implementing the Calls for Justice from the 2019 National Inquiry into MMIWG2S. The inquiry report advocated for a National Hotline to report MMIWG2S. Budget 2024 proposes to provide the first tangible funding commitment towards this in five years, with $1.3 million over three years, starting in 2024-25, to co-develop a regional Red Dress Alert system with Indigenous partners.

Related content

• Budget 2024 identifies the problems but offers few solutions
• Inflation: We’ve been here before
• Video: Bargaining during inflation

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