The Planning and Execution of Research/The Purpose of Research Plan

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.

1. This is the core of the proposal and will be reviewed with particular care. · What will be specific aim? 
2. The why will be the background and significance of the proposal?
3. The preliminary result contributes to both the why and how. 
4. And the research design and methods. 

The assessment of this research plan will largely determine whether or not the proposal is favourably
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?