I. Purpose of the Proposed Research Project :   Includes a clear expression of the decision problem, information research problem, and specific research objectives.

II. Type of Study Includes discussions of the type of research design : (i.e., exploratory, descriptive, causal), and secondary versus primary data requirements, with some justification of choice.

III. Definition of the Target Population and Sample Size : Describes the overall target population to be studied and determination of the appropriate sample size, including a justification of the size.

IV. Sample Design, Technique, and Data Collection Method : Includes a substantial discussion regarding the sampling technique used to draw the required sample, the actual method for collecting the data (i.e., observation, survey, experiment), incentive plans, and justifications.

V. Specific Research Instruments : Discusses the method used to collect the needed raw data; includes discussions of the various types of scale measurement requirements.

VI. Potential Managerial Benefits of the Proposed Study : Discusses the expected values of the information to management and how the initial problem might be resolved; includes a separate discussion on the possible limitations of the study.

VII. Proposed Cost Structure for the Total Project : Itemizes the expected costs associated with conducting the research project; includes a total cost figure and any pricing policy for changes, as well as appropriate completion time frames (of specific tasks and/or total project).

VIII. Profile of the Researcher and Company: Briefly describes the main researchers and their qualifications; includes a general assessment of the company.

IX. Optional Dummy Tables of the Projected Results : Offers examples of how the data might be presented in the final report.

from Marketing Research JOSEPH F. HAIR, JR. ROBERT P. BUSH DAVID J. ORTINAU