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  • This chapter explains the process of soliciting research proposals using RFPs, the format of the resulting proposals, and the evaluation of the proposals.
  • Chpt6

    1. 1. Chapter 6 The Marketing Research Request and Proposal Process
    2. 2. Learning Objectives <ul><li>Understand the purpose of the request for proposal and the research proposal and how they are used by the marketing researcher and management decision maker </li></ul><ul><li>Understand the variations on each and their contents </li></ul><ul><li>Understand the processes for evaluating the quality of proposals and when each is used </li></ul>
    3. 3. Exhibit 6-1 The Research Proposal Process
    4. 4. Exhibit 6-1 The Research Proposal Process: Using a Research Supplier
    5. 5. Benefits of the RFP RFPs Provide monitoring device Provide control function Provide evaluation opportunity Formalize research procurement process Establish performance expectations
    6. 6. Unethical Uses of RFPs <ul><li>Help sponsor plan project budget </li></ul><ul><li>Gather cost estimates and design ideas for in-house projects </li></ul><ul><li>Create impression of competitive bid for sole-source project </li></ul>
    7. 7. Activities in the RFP Process Qualify potential vendors Write and distribute RFP Answer supplier questions Evaluate submissions Provide critique to all suppliers Award contracts and start
    8. 8. RFP Components Proposal administration information Summary statement of problem Technical section Management section Pricing section Contracts and license section
    9. 9. Covering Kids RFP
    10. 10. Pricing Section <ul><li>Services </li></ul><ul><li>Data collection </li></ul><ul><li>Data analysis </li></ul><ul><li>Client meetings </li></ul><ul><li>Travel </li></ul><ul><li>Respondent survey incentives </li></ul><ul><li>Mail costs </li></ul><ul><li>Telephone costs </li></ul><ul><li>Design meetings </li></ul><ul><li>Facilities/ Equipment </li></ul><ul><li>Pilot tests </li></ul><ul><li>Report preparations </li></ul><ul><li>Computer models </li></ul><ul><li>Project management </li></ul><ul><li>Questionnaire/ reproduction costs </li></ul><ul><li>Labor </li></ul><ul><li>Deliverables </li></ul>
    11. 11. RFP Elements RFP Elements Services and support Cost proposal Background Vendor information Proposed solution Instructions to bidders
    12. 12. Exhibit 6-2 Qualifying Research Suppliers <ul><li>Research Supplier/ Staff </li></ul><ul><li>Experience and industry status </li></ul><ul><li>Code of ethical performance </li></ul><ul><li>Skill and experience </li></ul><ul><ul><li>Project management </li></ul></ul><ul><ul><li>Research skills </li></ul></ul><ul><ul><li>Marketing knowledge </li></ul></ul><ul><li>Compatibility/ Desirability Supplier Facilities/ Procedures </li></ul><ul><li>Project management system </li></ul><ul><li>Contractual arrangements </li></ul><ul><li>Complaint handling procedures </li></ul><ul><li>Quality assurance </li></ul><ul><li>Facilities </li></ul><ul><li>Reporting procedures </li></ul>
    13. 13. Strengthening the RFP Process RFI: Precedes RFP; Emphasizes information- gathering RFA: Replaces RFP; Emphasizes objectives, procedures, and potential problems RFR: Replaces RFP; Limits response to 10 pages from invited suppliers
    14. 14. Exhibit 6-1 The Research Proposal Process: Doing the Project Internally Value exceeds cost
    15. 15. The Research Proposal Purpose Present management question Propose necessary data Suggest data collection and analysis Discuss research efforts
    16. 16. Exhibit 6-4 Proposal Development
    17. 17. Exhibit 6-5 Proposal Complexity
    18. 18. Exhibit 6-6 Modules
    19. 19. Structuring the Research Proposal <ul><li>Executive Summary </li></ul><ul><li>Problem Statement </li></ul><ul><li>Research Objectives </li></ul><ul><li>Literature Review </li></ul><ul><li>Importance/ Benefits of Study </li></ul><ul><li>Research Design </li></ul><ul><li>Data Analysis </li></ul><ul><li>Nature/Form </li></ul><ul><li>Research Qualifications </li></ul><ul><li>Budget </li></ul><ul><li>Schedule </li></ul><ul><li>Facilities </li></ul><ul><li>Project Management </li></ul><ul><li>Bibliography </li></ul><ul><li>Appendices </li></ul>
    20. 20. Data Analysis: “Dummy” Table Less than $14,999 $15-19,999 $20-24,999 $25-29,999 $30-35,000 Will Not Enroll Might Enroll Will Enroll Household Income
    21. 21. Researcher Qualifications Relevant Management Experience Professional Research Competence
    22. 22. Budgeting for Samples <ul><li>Scientific Telephone Samples (STS) provides random dial, listed, and business samples for telephone and online surveys </li></ul>
    23. 23. Exhibit 6-7 Sample Proposed Budget
    24. 24. Exhibit 6-8 CPM Schedule
    25. 25. Elements of a Project Management Plan Financial/ Legal responsibility Team relationship with client Procedures Organization of research team Management competence Examples of past work Plan Elements
    26. 26. The Research Proposal for MindWriter
    27. 27. Exhibit 6-9 Research Proposal for MindWriter Complete Care Satisfaction Research
    28. 28. Evaluation of a Research Proposal <ul><li>Development of review criteria </li></ul><ul><li>Assignment of points </li></ul><ul><li>Assignment of weights </li></ul><ul><li>Generation of a proposal score </li></ul><ul><li>Consideration of other factors </li></ul>Informal Formal
    29. 29. Key Terms <ul><li>Critical Path Method </li></ul><ul><li>Executive summary </li></ul><ul><li>Literature review </li></ul><ul><li>Project management </li></ul><ul><li>Proposal </li></ul><ul><ul><li>Unsolicited </li></ul></ul><ul><ul><li>Solicited </li></ul></ul><ul><li>Request for Proposal </li></ul>