The Planning and Execution of Research
As discussed in the introductory part of this unit, a marketing problem arises generally when an organization facts to meet one or some of its marketing objectives.According to cravens and Lamb (1986). An organization facing any or a combination of a situation requiring choice among two or more alternatives, a situation involving selecting information needed to track the performance of strategies that have been implemented and a situation requiring the use of marketing information to uncover opportunities and problems, will have need for marketing research, then a clearly objective research plan is t be drawn up.
The Purpose of Research Plan
The purpose of the research plan is to describe the what, why and how of the research proposal.- This is the core of the proposal and will be reviewed with particular care. · What will be specific aim?
- The why will be the background and significance of the proposal?
- The preliminary result contributes to both the why and how.
- And the research design and methods.
recommended for funding.
- The research plan should answer the following questions?
- What do you intended to do?
- Why is this worth doing? How is it innovative?
- What has already been done in general, and what have other researchers done in this field? Use appropriate references. What will this new work add to the field of knowledge?
- What have you (and your collaborators) done to establish the feasibility of
- what you are proposing to do?
- How will the research be accomplished? Who? What? When? Where?
- And why?
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