You own a social media marketing agency and have been hired to conduct research for TikTok’s most significant star Charlie D’Amelio. She wants to make it big on YouTube, but for the last few months, she has been struggling. You have until Monday to come up with a research proposal before they decide to go with the next agency.
What is a marketing research proposal?
“A marketing research proposal details the who, the what, the where, the when and the how of research and the information and costs associated with it.”It offers a plan for conducting the research. “Market research is “a systematic manner of objective collection and analysis of data about a particular target market, competition, and or environment.”
First, know, and understand the research problem. It determines what information is needed and how it can be obtained efficiently and effectively.
Things to Include in the Research Proposal
The objective should include the expectations, the things you want to learn from the research, and what you plan to do with the results.
Charlie’s research objective: Conduct a survey among girls ages 15-25 to learn what motivated them to watch dance choreograph as measured by the awareness, satisfaction, and likelihood to re-watch or recommend to their friends.
Here is the marketing research recipe I used to write the objective above.
Conduct a 1) research tool among 2) research audiences to learn about 3) the main idea of research as measured by 4) types of questions.
Evaluate the environment:
Charlie’s social media marketing environment, her techniques on Tik Tok, may not work on YouTube. You need to understand the challenges and weaknesses that she may face on YouTube. What techniques are working for successful YouTubers within her niche?
Strategy and Methodologies:
The proposal details the strategy and individual research methodologies for each phase you are supposed to accomplish in your research objectives.
This section explains the questions that you are considering asking, how long the interview or survey will take “weeks, days, months”? The population the research will target and many other questions you might have. This is one of the essential parts of the research and your chance to show your expertise.
Use data collection methods that are better suited for this time of research/project. It could be focus groups, the collection of social media data, surveys that you could send by email or any other way you see fit.
Costs should be included in the proposal, preferably on the first page so the client can see them. You should also include the time that you expect to complete each task.
This is your chance to show expertise and convince the client that you can do the job. Make sure you do the necessary research and get any primary and secondary data available to you. Everything is equally important, but you want to explain how you plan to use the client’s money. So highlight each task along with the costs. The right data collection method in Charlie’s case, she is a 15-year-old who rose to fame on TikTok. Social media data collection is better suited for this type of research. She may need to change her strategy in order to get success on YouTube. You can get some insights, through the data you collect and use it to answer the research question.
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