Course Hero Logo

Table 52 a worked example of a research brief

Course Hero uses AI to attempt to automatically extract content from documents to surface to you and others so you can study better, e.g., in search results, to enrich docs, and more. This preview shows page 132 - 134 out of 341 pages.

Table 5.2– A Worked Example of a Research BriefStakeholders’ perceptions of xyz’s corporate identity scheme1.1 BackgroundAMDC operates in a volatile marketing communications environment.The unprecedentedpolitical and economic crisis that affected Moretown in the last five yearsUpon receiving the research brief, the consultant, whether internal or external, mustthen write the research proposal.Writing a research proposal is an important elementof the research process.5.6 The Research ProposalA research proposal is one of important documents which can resolve much of themisunderstandings that might arise between researchers and their clients or principals.5.6.1 Why is a Research Proposal Necessary?A research project proposal is written in response to the research brief.It is a
Noel MuzondoIntegrated Marketing Communications133marketing researcher’s response to the organisation research brief which interprets herunderstanding of the brief.According to Saunders, Lewis and Thornhill (2007) aresearch proposal must fulfil three purposes:organising your ideas,convincing youraudience, andcontracting with your ‘client’.Organising Your IdeasA research proposal can be the best way of clarifying your thoughts and organisingyour ideas into a coherent statement of your research intent.In an applied research,consultant, research assignment, your client will be looking for this.The proposalalso assists your principal, or client, to assess whether what you intent to do is feasibleand vice versa.Convincing Your AudienceThis builds up from what we have already admitted, that practitioners often writebriefs with overambitious research questions or objectives.Your proposal would helpconvince your principal that what they thought was feasible would probably cost themthat much, which they are not prepared to invest in.Thus the proposal would redefinethe objectives in way that is feasible given the time and financial resources theprincipal might be prepared to budget for.The challenge is that when principals draftresearch briefs, they rarely would have considered the budget and sample sizesrequired to achieve the target(s) implied in their initial, tentative, objectives in theresearch brief.Even if they would have a rough idea of what they are prepared tospend on the project, they rarely divulge that information to the consultant in the briefor verbally during the time of inviting the consultant to bid for the assignment.In ourexperience, however, it appears that giving a rough idea of the budget and optimumsample size would assist in defining the scope of the project.Contracting With Your ‘Client’The proposal is a guideline for the person who is going to do the job and the personwho has commissioned it.In simple words it is the consultant’s interpretation of theresearch brief: ‘you wanted that done…here is how I will do it’.Acceptance of yourproposal by the client would be part of the contract that existed between you(Saunders, Lewis and Thornhill, 2007, p. 39).A consultant can only go on toimplement a research project after her proposal has been approved by the principal.

Upload your study docs or become a

Course Hero member to access this document

Upload your study docs or become a

Course Hero member to access this document

End of preview. Want to read all 341 pages?

Upload your study docs or become a

Course Hero member to access this document

Term
Fall
Professor
NoProfessor

Newly uploaded documents

Show More

Newly uploaded documents

Show More

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture