Chpt6

McGraw-Hill/Irwin Copyright 2006 The McGraw-Hill Companies, Inc. All rights reserved. 6-1

Chapter 6Chapter 6

The Marketing The Marketing Research Research

Request and Request and ProposalProposal ProcessProcess

6-2

Learning Objectives

• 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

• Understand the variations on each and their contents

• Understand the processes for evaluating the quality of proposals and when each is used

6-3

Exhibit 6-1

The R

esearch Proposal P

rocess

6-4

Exhibit 6-1

The R

esearch Proposal P

rocess:U

sing a Research S

upplier

6-5

Benefits of the RFP

Provide monitoring

device

Provide monitoring

device

Provide control function

Provide control function

RFPsRFPs

Provideevaluation opportunity

Provideevaluation opportunity

Formalizeresearch procurement

process

Establish performance expectations

6-6

Unethical Uses of RFPs

• Help sponsor plan project budget

• Gather cost estimates and design ideas for in-house projects

• Create impression of competitive bid for sole-source project

6-7

Activities in the RFP Process

Qualify potential vendorsQualify potential vendors

Write and distribute RFPWrite and distribute RFP

Answer supplier questionsAnswer supplier questions

Evaluate submissionsEvaluate submissions

Provide critique to all suppliers Provide critique to all suppliers

Award contracts and startAward contracts and start

6-8

RFP Components

Proposal administration information

Proposal administration information

Summary statement of problemSummary statement of problem

Technical sectionTechnical section

Management sectionManagement section

Pricing sectionPricing section

Contracts and license sectionContracts and license section

6-9

Covering Kids RFP

6-10

Pricing Section

• Services• Data collection• Data analysis• Client meetings• Travel• Respondent survey

incentives• Mail costs• Telephone costs• Design meetings

• Facilities/ Equipment• Pilot tests• Report preparations• Computer models• Project management• Questionnaire/

reproduction costs• Labor• Deliverables

6-11

RFP Elements

Services and support

Services and support

Cost proposalCost proposalRFP

ElementsRFP

Elements

BackgroundBackground

Vendor information

Proposed solution

Instructions to bidders

6-12

Exhibit 6-2 Qualifying Research Suppliers

Research Supplier/ Staff• Experience and industry

status• Code of ethical

performance• Skill and experience

– Project management– Research skills

– Marketing knowledge

Compatibility/ Desirability Supplier Facilities/ Procedures

• Project management system

• Contractual arrangements• Complaint handling

procedures• Quality assurance• Facilities• Reporting procedures

6-13

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 pagesfrom

invited suppliers

6-14

Value exceeds

cost

Exhibit 6-1

The R

esearch Proposal P

rocess:D

oing the Project Internally

6-15

The Research Proposal

Purpose

Present management question

Propose necessary data

Suggest data collection

and analysis

Discuss research

efforts

6-16

Exhibit 6-4 Proposal Development

6-17

Exhibit 6-5 Proposal Complexity

6-18

Exhibit 6-6 Modules

6-19

Structuring the Research Proposal

• Executive Summary• Problem Statement• Research Objectives• Literature Review• Importance/ Benefits

of Study• Research Design• Data Analysis• Nature/Form

• Research Qualifications

• Budget• Schedule• Facilities• Project Management• Bibliography• Appendices

6-20

Data Analysis: “Dummy” Table

Household Income

Will

Enroll

Might Enroll

Will Not Enroll

$30-35,000

$25-29,999

$20-24,999

$15-19,999

Less than $14,999

6-21

Researcher Qualifications

Relevant ManagementExperience

Professional Research

Competence

6-22

Budgeting for Samples

• Scientific Telephone Samples (STS) provides random dial, listed, and business samples for telephone and online surveys

6-23

Exhibit 6-7 Sample Proposed Budget

6-24

Exhibit 6-8 CPM Schedule

6-25

Elements of a Project Management Plan

Financial/ Legal

responsibility

Financial/ Legal

responsibility

Team relationship with client

Team relationship with client

Procedures Procedures

Organization of research

team

Organization of research

team

Managementcompetence

Managementcompetence

Examples ofpast work

Examples ofpast work

Plan Elements

Plan Elements

6-26

The Research Proposal for MindWriter

6-27

Exhibit 6-9 Research Proposal for MindWriter Complete Care Satisfaction Research

6-28

Evaluation of a Research Proposal

• Development of review criteria

• Assignment of points• Assignment of

weights• Generation of a

proposal score• Consideration of other

factors

Informal Formal

6-29

Key Terms

• Critical Path Method• Executive summary• Literature review• Project management

• Proposal– Unsolicited– Solicited

• Request for Proposal