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Marketing Research Proposal Template

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Prepared by:[Sender.FirstName][Sender.LastName]​ ​[Sender.Company]

Prepared for:[Client.FirstName][Client.LastName]​ ​[Client.Company]

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Marketing Research Proposal Template

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About us

[Sender.Company] is one of the industry's leading firms for marketing research. We specialize in understanding consumer behavior and helping you align your marketing strategy to best capture audience attention.

[Sender.Company]’s headquarters is situated in [Sender.City], but we have operations expanding overseas, including cities such as Mumbai, London, Washington DC, Sydney, Tokyo, and Mexico City. Our client list includes noteworthy names, such as (Client A, Client B, and Client C, etc.), amongst others.

With over (X) years of industry experience, we have learned what makes your audience tick — and what makes them click — and we help you understand consumer behavior such that you can create better marketing strategies, land dream clients, and improve your sales processes.

Client testimonials

Here’s what some of our past clients have to say about our work.

(Client Testimonial 1)



(Client Testimonial 2) (Client.Company) (Client.FirstName) (Client.LastName)

(Client Testimonial 3) (Client.Company) (Client.FirstName) (Client.LastName)


The purpose of this research is to understand consumer behavior for the customers of [Client.Company]. We also aim to understand what strategies work for the target mix and how [Client.Company] can improve their marketing strategy to better educate, inform, and persuade their potential clients to buy their products or services.

This research was commissioned by [Client.Company], and the proposal is therefore created uniquely for [Client.Company] by [Sender.Company]. This ensures both parties are on the same page before beginning the research process. We will be using both quantitative and qualitative research techniques to learn about [Client.Company]’s target group’s consumer behavior, refining the process as we go, and presenting the most useful results of our analysis.


The primary goal of the study is to gain a comprehensive, 360-degree understanding of consumer behavior with respect to [Client.Company]’s customer base and target audience.

The study must meet the following research objectives to be considered accomplished:

  1. It should critically examine the target demographic’s behavior.

  2. It should intercept both primary and secondary data to come to conclusive results.

  3. It should address implications of an ineffective marketing strategy.

  4. It should understand what would be the right way to communicate with the target demo.

  5. All other research objectives that the client deems necessary to be included in the study.

Framework analysis

This section goes hand-in-hand with the aims and objectives section, but should focus more in-depth on the background circumstances which indicate a need for the specific market research project proposed. While aims and objectives describe the specific outcomes the research will produce, the framework analysis section should demonstrate the scope of these outcomes from a practical standpoint. The framework analysis should include information from existing sources (the current body of knowledge) regarding the specific topic to be researched. You can then demonstrate the specific need for your proposed research plan.

Existing knowledge

Through secondary research and the previous data we have on the client’s target demographic, we know the following about the client:

  1. Add details about the existing knowledge you have on your target mix.

  2. Add details about the existing knowledge you have on your target mix.

  3. Add details about the existing knowledge you have on your target mix.

By conducting this study, we also plan to understand if this knowledge still holds true for our client, and to what degree, within the current economic and social environment.


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The hypothesis of the study is that the target audience enjoys [Client.Company]’s social media posts. However, it does not like interacting with offline events that [Client.Company] conducts, and would ideally like to see more engaging offline events from the brand.

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Use this section of the marketing research proposal to thoroughly describe all data collection methods which will be utilized in your research. The overall strategy can be addressed, as well as the individual data collection methods. For market research, these often include methods such as focus groups, surveys, social networking research, or in-home tests. Be specific about each method. For example, if your research includes the collection of surveys, specify in this section precisely how those surveys will be conducted (via phone, email, mail, etc.), what demographics will be sampled, and what the format will look like. The more detailed you can be in this section, the better likelihood that your proposal will be accepted.

Data collection can be done through many ways, such as client interviews, focus group studies, observation, social media data, online surveys, tests, questionnaires, published studies, public records, etc. Analysts usually use a mix of these data collection methods to understand audience behavior. Still, they may prefer some data collection methods over others depending on if they’re conducting qualitative research or quantitative research.

Target audience

Our target demographic for this study are men between the ages of 30-45, who are present on social media sites like LinkedIn and Twitter. The same target mix also has a spending power of up to (X) dollars per month, enjoys vacationing often, and prefers to buy luxury, high-quality products. They are motivated to buy [Client.Company]’s products because they like the quality of materials the items are made from and because everything is ethically sourced and created.

Sampling method and size

For the research we’re conducting, [Sender.Company] has decided to explore the probability sampling methodology. Keeping all requirements of the research in mind, we believe that this method would be particularly fruitful to achieve accurate results. With probability sampling, [Sender.Company] plans to employ the stratified random sampling method, and will be using a sample size of (X), which will be further divided based upon ages of the individuals.

Research methodology

Use this section to discuss the merits of your research methods. Describe the implications of each method of data collection, and explain the methodology you will use to interpret the data. Discuss the means of evaluating the collected data.

Fieldwork and Reporting

Starting from the date when the contract is signed by both parties, [Sender.Company] will begin fieldwork within 10 days. We will create a live data link to share all updates on the project. At every project milestone, [Client.Company] will be updated with a progress report. The link will be shared within 10 days of acceptance of the agreement, and can be accessed through a passcode [Sender.Company] will provide [Client.Company].

Timeline and Budget

The following tables describe the budget and time requirements projected for the project.

Project Submission


Preliminary research

Week 1-2

Conduct quantitative research

Week 3-5

Conduct qualitative research

Week 6-9

Final report submission

Week 10





Item 1

Description of first item




Item 2

Description of second item




Item 3

Description of third item





Ethical considerations are very important in all types of research. Use this section to delineate the ways in which the research will abide by an ethical code in both methodology and practice. Among other possibilities, address factors such as confidentiality, data security, privacy, and consent of research participants.


This section can remain somewhat brief. Here, you can concede any potential or probable limitations of your research methods.


Although you have already addressed the likely outcomes of your findings previously in this research proposal, in this section you can expand upon the implications and potential benefits of your intended findings.

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Terms and conditions

  1. [Client.Company] agrees to pay [Sender.Company] 50% of the total project fee before beginning the project. The project will begin work once signatures are attained from both parties and 50% upfront payment is received by [Sender.Company].

  2. Once the project is completed, [Client.Company] is to send the remaining 50% payment amount due within 15 days after the final report is shared. Failure to send payment within the stipulated time period will result in a 10% late fee — this payment is to be made to the (Sender.Client), unless the deadline for payment is agreed on a different date by both parties.

  3. Any disputes arising from the agreement will be resolved based upon the laws and jurisdiction of [Sender.City], [Sender.State], [Sender.Country]​.

  4. Both parties agree that the contents and findings of the study will remain confidential, unless otherwise agreed upon. Confidential information is not information that is readily available to the public.

  5. [Sender.Company] is not responsible for any damages arising from the case study unless there has been an error in the way the study was conducted.

  6. [Client.Company] understands that there may be minor delays, not exceeding more than 2 weeks, depending on if the target audience of the study is quick (or not) to respond. Any delay and modifications in deadline will be communicated with [Client.Company].

  7. [Sender.Company] agrees to provide accurate and truthful information learned from the study. [Sender.Company] is not, however, responsible for the findings of the study. Nor is it liable for any damages arising out of the application of suggested solutions.


Please provide confirmation of agreeing to the terms of this agreement by signing the signature block below.







Marketing Research Proposal Template

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