QUALITATIVE MARKETING RESEARCH
PROJECT PROPOSAL BRIEF
The project proposal is an outline of your proposed major research project for the semester. To
construct the proposal, you will draw on work you have completed on previous assignments, as
well as your experiences interviewing and gathering netnographic data.
Proposal Outline and Requirements
Requirements: Times New Roman 12 pt. font, single-spaced, 1-inch margins, professional
Section Content Scoring
of Interest and
Provide a detailed description of your area of interest. This
section needs to thoroughly explain what phenomenon you
want to explore. In your description, you need to be clear
about why such a project is interesting, why its findings are
relevant, and what you mean by the concept(s) involved in
your research. Further, you should explain why this topic is of
interest to you (i.e. your motivation).
For example, if you are interested in consumers that are
switching to more vegan diets, you are expected to situate this
phenomenon in context (i.e. how prevalent is veganism, what
are some of the pressures that are leading to consumers
adopting more vegan diets, etc.). Here, you can draw from
media articles, research articles, documentaries, news reports,
books, or other types of sources to make your case. Your
motivation may come from your own experiences moving to a
more vegan diet or knowing of others who are.
With the focus identified, this section should clearly outline
your research question(s) and the objectives that will lead to
your being able to offer some kind of answer to the research
question. You should include reflexive information in this
section as well, such as what your worldview and biases are
entering this research.
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Briefly articulate how this research matters for marketing. This
is very broad, offering you many opportunities to make
For example, using the veganism project mentioned above,
you could connect with changes in consumption patterns,
activism, consumer skepticism of brands, social movements,
or even celebrity endorsement.
Outline what kind of data you intend to collect, how you will
collect it, and what form the data will take. This section is
where you will include information about sampling (if
relevant) as well as procedures for getting consent. Depending
on your project, you may need some or all of the following
• Interview Protocol (i.e. grand tour questions and followups).
• Topics, Sites, and People (for netnographic data).
• Other sources of data you think may be relevant (media
articles, industry reports, government reports, etc.).
Make sure you explain how you will triangulate during the
project. Triangulation can take many forms, and you should
clearly explain how your project design accounts for this.
Provide an overview of your project timeframe including the
major milestones from the syllabus as well as your own
milestones for data collection and analysis.
After completing your proposal, you will be assigned a peer reviewer who will provide an
evaluation of your proposed study. You, in turn, will be assigned to review the proposal of
another student. After you receive the student’s feedback, you will make any necessary changes
and then submit the revised proposal by Tuesday October 29. After your revised proposal is
received, you will be able to commence your data collection and analysis.
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