How to Write a Marketing Research Brief

Philip Sugai, Dr. Philip Sugai, Professor of Marketing

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6 Lessons (21m)
    • 1. Class 1: Welcome!

      1:42
    • 2. Class 2: The Research Problem

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

      4:56
    • 4. Class 4: Example Problem Walkthrough

      4:52
    • 5. Class 5: Example Research Brief Walkthrough

      3:26
    • 6. 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.