How to Write a Marketing Research Brief

Philip Sugai, Dr. Philip Sugai, Professor of Marketing

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6 Videos (21m)
    • Class 1: Welcome!

      1:42
    • Class 2: The Research Problem

      4:54
    • Class 3: The Question, The Brief & The RFP

      4:56
    • Class 4: Example Problem Walkthrough

      4:52
    • Class 5: Example Research Brief Walkthrough

      3:26
    • Class 6: The Project Assignment

      1:02

About This Class

Have you ever tried conducting research only to have it go turn out much worse than expected?  Or have it balloon way beyond your initial expectations in terms of time, money or scope? Or are you concerned that your current research challenge may do this?  If so, this class will help you avoid these mistakes and significantly increase your chances of research success. In this class, we’ll walk through a step-by-step process to create a marketing research brief that you can use as the basis for any Marketing Research project, or to develop a Request for Proposal (RFP), or serve as a guide for any type of research project large or small including surveys, reports or even a thesis. By the end of this course you will be able to create your own Research Brief and Request for Proposal (RFP) based on this, or help a client to create one of these for you to work with. This class is geared towards anyone who needs to conduct research for their work or school and is interested in creating an effective blueprint for research success.  Additionally, the skills taught in this class can also be used by a freelance researcher or consultant to help guide your clients to provide the proper information to you in order to ensure a successful research project.

1 of 1 students recommendSee All

Great class that helped me understand how to write a marketing research brief. The steps were easy to follow, especially using the worksheets (I downloaded under "your project"). I can strongly recommend these videos to anyone interested in learning how to write, or to improve their current skills in preparing marketing research materials.

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Philip Sugai

Dr. Philip Sugai, Professor of Marketing

I joined the Global MBA faculty within Doshisha Business School as a full-time faculty member in September, 2013 where he currently teaches Marketing, eMarketing, Marketing Research, and Sustainable & Responsible Marketing. I'm also a Visiting Professor for Stanford University, where I teach an undergraduate course on Innovation in Japan at the Stanford Overseas campus in Kyoto. Prior to joining the Doshisha University faculty, I taught at the International University of Japan in Niigata from January 2002, where I also served as Associate Dean and Dean of the IUJ Business School for six years.

I've currently written two books.  My most recent book is called The Value Plan and outlines a step-by-step process for creating marketing strategy.  I also wrote The Six Immutable Laws of Mobile Business that was published by John Wiley & Sons.  I also enjoy writing Harvard Business School-style case studies, and I have written ones on KITKAT Japan, Australia’s AGL, Hatsune Miku and Walt Disney Internet Group, which are all available through Harvard Business School Publishing case study portal.

I received my Doctorate degree from Waseda University’s Graduate School of Global Information and Telecommunications Studies and my M.B.A. in Marketing and Operations Management from New York University’s Stern School of Business. I have worked as a marketing executive at American Express, Muze, Inc., and Lightningcast, Inc., and I currently serves as a marketing advisor and marketing strategy consultant to companies both in Japan and globally.