1. Business Research Proposal

3. What is a Business Research Proposal?
Research Proposal is a document drafted by the Researcher / Research Agency, usually in response to Request for Proposal [Invitation to Bid etc], initiated by the Sponsors.
It explains why the research is being initiated and how will it be done. It defines the broad parameters of the Research Study / Project to be undertaken i.e., why and how the Research Study will be conducted by the Researchers, with the suggested methodology, along- with pertinent details / explanations.
The document is a testimony of the understanding / comprehension of the Researchers, of the environment and the subject / issue at hand. The proposed work should be research, not just a routine application of known techniques.

4. What is a Business Research Proposal?
It spells out the duties and responsibilities of both parties; that is the Researchers and the Sponsors, so that both parties are on the same page and there is a complete agreement on the Goals / Objectives, Methodologies, Schedule, Charges etc.
Drafting the document is an iterative activity. Several drafts could exchange between the two parties before finalization, and the forward and backward linkages often make the several changes necessary.
Often, it serves as a Legal Contract between the Researchers and the Sponsors / the Clients.

5. What is a Business Research Proposal?
The proposal must explain clearly
-Why this work is being done
-What work will be done
–How the work will be done and why this way?
-What results are expected
–How they will be evaluated
–How would it be possible to judge whether the work was successful or not

6. Contents of a Business Research Proposal
Generally, a Business Research Proposal should have the following sections:
I – The Sample Size
J – The Sampling Methodology
K – The Research Design
L – The Research Methodology / Technique
M – The Operations
N – Analyses Plan
O – Sample Results
P - The Timelines
Q – The Investment
R – The Deliverables/Receivables
S – The Caveats / Limitations
T – Profile of Researcher(s)
A- Background Information
B – Introduction – Why research?
C – The Business / Marketing Problem
D – The Approach
E – Research Objectives
F – Information Needs
G – The Sources of information / The Target Respondents
H – Sampling Distribution

7. A - Background Information
In this section we have to give background of the environment / circumstances where the research study is being initiated. This should contain some pertinent / relevant information about the following:
The Geography / The Demographics / The Environment
The Business / The Market / The Industry
The Organization / The Company
The Product / The Category
The Sub-Category / The Brand(s)
The Competitors / The Competition [SKUs, Prices, Formats, Variants, Packaging, Channels , GRPs, etc]
The Distribution / First Clients / The Ultimate Consumers
This is similar to a physician trying to understand his patient, his education, profession, style of living, family, environment etc before going into the diagnosis of the ailment.

8. B – Why Research? Introduction
In this section, we have to explain why the research is being initiated, why its need was felt, when was it felt, where was it felt / recognized, how was the need / problem / opportunity recognized, what were the symptoms, etc. Specifically, it should spell out that the Research is being initiated due to:
Some problem the organization is facing / likely to face OR
Some opportunity, which needs to be exploited, OR
A need to better understand some management / marketing phenomena ( to improve performance ) etc
When a patient visits a physician, the physician wants to know the purpose of visit, the problem the patient is facing, the symptoms s/he is showing, the needs /desires of the patient for which s/he is visiting the physician.

9. C - The Business / Marketing Goals
What and how the organization / company wants to use the findings of this research, what is its ultimate purpose, what does the organization / company want to achieve finally by using the results of this research , what is the bottom line for which this exercise is being done?
This should be spelled out in very crisp, precise, specific, clear and unambiguous terms [e.g., Improving Corporate Image, Stopping High turnover, Arresting Declining Sales, Launching a New Product / Brand / Variant, Finding out the Potential of a New Business, Monitoring & Evaluation of Tactical moves, etc ]
The organizations / companies are not academic institutions, to initiate research for the sake of gathering knowledge only. They have a specific tangible purpose of each activity they initiate / undertake, and should be inline with their strategic planning, it should be about furtherance of some business / corporate interest and goals.

10. D - The Approach
Literature Review/ Secondary research:
We have to select a theoretical model / frame work for carrying out the investigation. To find out / select that theoretical model / frame work, we should spell out which sources of information / data will be studied /explored/scanned, to develop better understanding of the subject / topic / problem / issue at hand and to find out the possible parameters of the problem / the topic the research study wants to explore.
We have been briefed about symptoms. Now, what could be the possible underlying ailments which could be the causes of the noted symptoms?
Almost all of the business problems and opportunities are of repetitive nature. If not the same, an almost similar problem should have occurred in same or similar industries / environment elsewhere. How was the problem tackled? Which factors / criteria were studied? So rather than inventing the wheel, why not use the already accumulated knowledge and experience?

11. D - The Approach Theoretical Framework/ Model:
The knowledge and experience of the Researcher and the study of literature will tell us what theoretical framework, models, constructs, concepts etc were used to define and explain the same / similar business phenomenon / problem elsewhere. We have to select some of these theories, models, constructs, concepts etc to initiate our research.
We have to spell out the said theories, models, constructs, concepts etc and explain as to why we have selected one of these alternatives and how will it be applied on the problem / study at hand.

12. E - Research Objectives
The decision about the Approach to be adopted for any research will specify the theoretical framework / model / constructs / concepts on which the research study will be based.
Based on these selected theoretical framework / models / constructs / concepts, we will decide as to which variables / constructs / concepts /factors / criteria have to be investigated and under what settings and conditions. What do we want to prove or disprove? And for this what is to be found out? This may be supplemented by the information needs, if any, requested by the sponsors.
This decision will lead us to the Research Objectives, Broad Research Questions and Research Hypotheses we will be working on in the proposed Research Study.

13. F – Information Needs
Information Needs will flow out of the Research Objectives, Broad Research Questions, Hypotheses and envisaged Contents of the Research Report.
Wherever possible, under each Objective, the information required should be listed.
It is an almost exhaustive detailed list [almost a laundry list] of all items / variables / factors / criteria / information etc about which data is to be gathered in the research study, to meet the research objectives.
Only “MUST KNOW” information should be mentioned, “Good-to-know” or “Nice-to-Know” should be avoided

14. G – Target Respondents / Types of Respondents
Which are the “UNITS” about whom information is to be collected? Which are the units / people who generate the required information? Are these organizations, homes, families, individuals, CEOs, Head of Households, Clan Heads, Students, Males, Females, Teen agers, Patients suffering from a specific disease, Consumers of particular brands, Viewers of specific drama serial etc?
Secondly, who are the RELEVANT people who have the required information and could and provide us the correct information [about the relevant “Unit”]?
Where are they located? What is the relevant time interval, whose data / information is required ?

15. H – Sample Distribution
The sample of any research study should be, in principle, a true replica of the population of interest. To ensure correct representation, the population can be divided into homogenous subsets and a proportional sample can be drawn from each sub - set / stratum. Or Quotas can be fixed for each sub-set / segment of interest.
Some of the factors, on the basis of which, the subsets / strata can be made, are the following parameters:
Geography: Urban / Rural, Cities / villages, Provinces, Districts, Towns, Union Councils, Localities etc.
Demographics: Male / Female, Race, Mother tongue, Age groups, Marital Status, Education, Profession, Socio-Economic Classification, etc
Product Usage: Heavy User, Medium User, Light User, Non User, Current user, Lapsed User, Single brand User, Multiple brand user, Loyal User, [Quota of brand used can also used], etc
Awareness: Top of Mind Aware, Spontaneously Aware, Aided Awareness, etc

16. H – Sample Distribution
The Sample composition will depend upon the spread of Target Respondents across different genders, age groups, education levels, professions, marital status, socio-economic class, geographies [say urban , rural, provinces, districts], time horizons, categories of users [heavy, medium, light and non users] of the products, brands, media vehicles etc to capture complete range of all categories and types of respondents and to capture all shades of behavior, attitudes and opinions about the topic under investigation.
The source of “Sampling Frame” should be mentioned in the proposal. The proposal should describe the Sampling Frame and state the extent to which the Sampling Frame is representative of target population.

17. I – Sample Size
What will be the appropriate sample size to have statistically significant numbers of respondents in each relevant cell / sub-cell /type / category / sub-category of respondents / units? When stating the size of the sample, an indication should be made not only of the total number of cases but also of the extent to which results obtained for sub groups will be reliable/readable.
What Margin of Error will this Sample Size entail given the variance in the population?
What will be the Level of Confidence in the results which the sample will throw in the research?
Weighting Scheme:- If the sample is disproportionate, then, it should be mentioned whether the results will be re- weighted or not. Planed weighting procedure should be described if so required.

18. J – Sampling Methodology
How will be the target respondents in each cell / sub-cell selected? Sampling Design should explain how a representative set of respondents will be selected for the study. This depends upon the profile of respondents and the route selected.
Which of the following techniques will be deployed for the selection of the target respondents?
Convenience Sampling
Judgmental Sampling
Snow balling
Quote Sample
Simple Random Sampling
Systematic Random Sampling
Stratified Random Sampling [Proportionate / Disproportionate]
Cluster Sampling
Reasons for using any one of the above methodology. Why it is more suitable than other techniques?
Exploratory Research
Conclusive Research

19. K – Research Design Design:
What is the most appropriate Research Design to investigate the issue(s) at hand?
A. Exploratory Research
B. Conclusive Research
i). Causal Research [Experiments]
ii). Descriptive Research
a. Cross Sectional
b. Longitudinal
Reasons of using any specific design are to be elaborated.

20. L – Research Techniques
Techniques to be used for the research study and information gathering:
A. Secondary Research [ Exploratory Research]
B. Observation [Behavior and Practices Research]
C. Communication
i). Qualitative [In-depth Interviews, Focus Groups, Ethnographic study etc ---- Exploratory Research]
ii). Quantitative [Conclusive Research]
a. Interactive [1.F2F PAPI (A. Home, B. Mall Intercepts) , CAPI, 3.Telephone, 4.CATI ]
b. Non –Interactive [ 1.Mail, 2.Internet (A. s, B. web)]
D. Experimentation [Causal Research]
Reasons of using any specific technique are to be elaborated.

21. M - Operations
Pertinent details about the following functions should be spelled out:
Data Collection Instrument / Questionnaire drafting, pretesting, fine-tuning and approvals
Recruitment &Training of Interviewers and Supervisors
Formation of teams for Fieldwork / Field editing / Call backs
Fieldwork / QA / Back-check
Mechanism of collecting and dispatching of questionnaires
Desk checking / Data editing, Coding and Data-entry [Double punch etc]

22. N – Analysis
Details of Descriptive and Inferential Statistical Techniques to be used for Analysis should be elaborated, including the following:
1. Frequency distribution tables/charts
2. Tabulation / Cross tabulation plan / Breakouts
4. Testing significance level (Hypotheses Testing)
5. Statistical relationship testing of influential factors
6. Forecast tabulation (Optional)
Margin of errors for the total sample and all break outs should be given.
Quantitative Tools: SPSS, Eviews, Epidata, Advance MS Excel (as per requirement)   
Qualitative Tools: NVIVO, OpenCode, Tape recorder, Camera (as per requirement).
The proposed work should be research, not just a routine application of known techniques.

23. O - Sample Results
Some details of possible / hypothetical findings, graphs, charts, tables etc should be given to elaborate upon the possible analysis and outcomes/results of the research study.

24. P - Timelines Schedule of events / milestones with dates:
Award of Contract
Payment –Mobilization Advance
Submission of Draft questionnaire
Transmission of comments
Fine-tuning the draft for pretest
Pretest
Submission of pretest results
Comments of pretest results
Submission of Final version of questionnaire
Training schedule of Field teams
Start of Fieldwork
Submission of Tab plan
Closure of fieldwork
Payment of second installments
Desk check / Data editing, Coding and Data entry
Tabulation / Analysis
Submission of Draft Report
Communication of comments on Draft Report
Submission of Final Report
Presentation
Release of Final Payment
The timelines should be developed in graphic form (Gnatt Chart, MS Planner etc) as for as possible.

25. Q - Investment
Major components of the charges of a Research study, usually are:
The Man hour cost of Research Staff, the Field Staff [Enumerators / Investigators/ Interviewers], Quality Control Staff, The Data Editors, Coders, Key Punch Operators, Data Analysts etc
The Travelling Charges, TA / DA, Communication Cost, etc
Cost of Stimulus Material, Questionnaires etc
Incentives to the Respondents
Overheads, Duties &Taxes etc
Management Charges, Profit Margin etc
The currency and mode of payment should be specified before hand. It should also specify whether the charges are all inclusive or the Sponsors are required to make some additional payments, over and above the quoted figure, like duties and taxes/levies, cost of gifts etc. or any other payments to be made by the Sponsor to third party.
Validity of the offer is also to be specified.
Similarly terms of payment are to be clearly mentioned; the normal terms being half with the award of the study for mobilization and balance within one week of submission of Draft Report/Topline results.

26. R – Deliverables / Receivables
The Deliverables of the study and the Receivables from the Sponsor, for conducting the study, should be clearly spelled out before hand.
Deliverables:
Draft questionnaire
Results of pretest
Amended questionnaire
Schedule of field trainings
Schedule of Fieldwork
Tabulation plan
Draft Report
Final Report
Presentation
Data [ASCII format]
Code Sheets
Results uploading & dissemination ?
Receivables:
Letter of Award
Mobilization Advance
Comments on Questionnaire
Approval of Questionnaire
Approval of Tab plan
Payment of Second Installment
Comments on Draft Report
Payment of Final Installment

27. S – Caveats / Limitations
The Researcher should honestly point out all possible / expected bottle-neck / constraints / limitations / deviations / departures from the IDEAL Research Design and Methodology, including Sample design and methodology, with reasons their of and possible implications on the results.
Following explanations should also be included under this heading :
Design / Methodology / Technique limitations
Assumptions & Generalizations made
Compromises & Adjustments
Environmental constraints
Possible problems in the accessibility of information
Probable issues in the accessibility of respondents
Financial constraints
Time constraints
Law & Order and other social / political constraints, if any

28. T - Researchers Profile
Relevant qualification of the research organization and its staff members [specially the principal investigator] in conducting similar studies should be highlighted wherever required.
Likewise, the experience of the Organization and the Principal Researcher in undertaking similar studies in this sector or related sectors should be spelled out.
A list of projects / undertaken in the last few months, should also be produced, if the mention of such researches does not violate the condition of confidentiality.