Marketing Research Proposal (A Hypothetical Example)

Background

The study involves the investigation of the problem of declining sales of BB food- seasoning product introduced into the Nigerian market by OLC Manufacturing Company Nigeria Limited. During the first year of production, the company recorded good sales in the Lagos State area, ' and subsequent market survey in Benin also showed acceptability of the product. Based on this, the company went into mass-production aimed at covering the national market. Distribution outlets were opened in various regions within the country for a wider coverage.

Apart from the research done in Lagos and Benin, no purposeful effort was made at researching into other areas.

The client, OLC manufacturing Nig. Ltd, discovered that the product is just at the very beginning of its growth period. Therefore, its decline is an abnormal situation especially coming after a good performance in its first year in a smaller market. The impact of competition, the difference in colour to other brands, and good marketing effort and other related problems are the area to be investigated in other to find solution to the problems.

Research Objectives

From the research brief submitted, and personal discussions on the problems associated with the products, we (the research agency) want to recognise that the objectives of this research is to investigate into the product quality to find out if there had been deficiency in recent productions when mass production is being undertaken following the national launch. There are factors (like the competition from other popular brands which have already taken a big share of the market with brand loyalty of large followership) which should be investigated; the sudden downward turn in sales in all areas which must be arrested; market share and popularity of the product across the country to determine viable channels.

Proposed Methodology

In view of the scope of the survey, we (the research agency) intend to use field survey for the national coverage. The instruments will be structured questionnaire and the respondents will be interviewed personally; we plan to depend on observation in the major markets also. We recommend further that a sample of 250 (two hundred and fifty) respondents shall be chosen randomly from among identified users like students, women, restaurants, hotels and distributors. These research method and sample sizes are ideal for effective result and operational convenience.

The aspect involving the product quality will also depend on the field survey but an additional method of using results of experiments, which will be limited to Lagos metropolis, will be used. This additional method is to reveal if there are some defects in the products as seen by users. This will give added proof to whatever information the questionnaire will bring out.

Action Standard

The research will take a look at the production department to investigate if there is any deficiency in the product manufactured. A national survey will then be carried out with special reference to areas outside Lagos and Benin. The survey will focus on distinction between household users and industrial users. Other areas of interest will be the identification of unviable outlets and to recommend those that need more marketing efforts or complete close-down, if need be. The area of coverage will be all regional centres and important towns.

Timing

We (the research agency) submit that when mobilized within a week of presenting this report, we shall commence work in another week from then at all centres. Action will be co-ordinated at our Abuja head-office. The entire survey will take about four weeks to complete. Fieldwork will end in 20 days time. Preliminary report will be ready by the fourth week of commencement of work. The final report will be submitted two weeks after the preliminary report.