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SYNDICATED/EXCLUSIVELY Confidential Research Proposal



Prepared for

Clients name as per its corporate stationery with latest logo

Submitted by

Marketing Research Consultants

Enhancing the value of customer intimacy

Dated (of last draft)


Research proposal


ALBATROSS PAKISTAN (PVT) LTD. Mr. A.B. Kamali Ms. Xy Paraim Chand 1) Industry/Category ______________________________________________ ______________________________________________ 2. Company/brand ______________________________________________ ______________________________________________ ______________________________________________


The marketing issue, due to which this research study is initiated is explained as under by the Sponsors: ______________________________________________ ______________________________________________ ______________________________________________ ______________________________________________ The Research Objectives as per Research brief developed by the Sponsors are as under: 1. 2. 3. 4. 5. 6. 1. As per our understanding of the objectives given in the Research Brief and our subsequent discussions, with the Sponsors, the Research Objectives of this study will be as under: 1. 2. 3. 4. 5. 2. We understand that for the following objectives will not be covered in this study: a. b. c. d. 8

RESEARCH OBJECTIVE As per Research Brief



Research proposal Following information will be collected in the study: Objective 1 a. b. c. d Objective 2 a. b. c. d Objective 3 a. b. c. d. Objective 4 a. b. c. d.


The information will be collected from respondents with following profile: GENDER: AGE: EDUCATION: SEC: MHHI: Male 50% Female 50% 18 and above Matric and above A 40%, B 40%, C 40% Rs.20,000/ pm and above


REGIONS: Urban Sindh & Punjab Due to sensitivity of the topic, face to face interviews are most appropriate method for this study. The interviews will be conducted with the help of a semi-structured questionnaire to be drawn in consultation with the sponsors. It is estimated that the interview will span over 45 minutes. Respondents will be interviewed at their residences where respondents are more relaxed and close to the context of the study.


Research proposal

SAMPLING DESIGN The urban population of Sindh and Punjab is spread out as under: Tier 1 Punjab Sindh Total The proportional spread of a sample of 400 among these provinces/strata will be as under: Tier 2 Tier 3 Tier 4 Total

Cities/towns in each cell will be selected purposively to cover all cultural groups and geographical areas. The cities/towns will be categorized into tiers on basis of census 98 results. SAMPLE COMPOSITION We propose following sample spread, after minor adjustments:


Accordingly, the names of the Cities and towns in each cell and the number of respondents to be covered in that city/town will be as under: Tier 1 Tier 2 Tier 3 Tier 4 Total Lahore= Multan= Punjab _ Pindi=_ X= Y= Karachi Hyderab Sindh = ad= X= Y= Total Each of the above mentioned city/town will be divided into clusters of approximately 1000 households and the list of names of these clusters generated. 10 households will be covered in each cluster. Required number of clusters will be selected in each of the above city/town through systematic random sampling using the above lists. Electoral lists of the selected clusters will be obtained (although not updated but that is the best available). 10 houses will be randomly drawn from each cluster with the help of the electoral roll and respondents in each cluster will be selected as per following quota SEC A SEC B SEC C Total 8

XXXXXX Punjab Sindh Total 2 2 4 2 2 4 1 1 2

Research proposal 5 5 10

. In each household only one respondent will be interviewed. Respondent in each household will be selected using KISH grid. If the selected respondent is not available, then two more attempts will be made and if not successful, a person of same profile (gender, SEC, age) will be selected from immediate neighborhood. As the sample selected is adjusted and not proportional to actual population, following weighting matrix will be applied to restore the sample to the true proportions of the universe. Tier 1 Tier 2 Tier 3 Tier 4 Punjab Sindh Total We will generate table with following banners/break outs: Province, Gender, Tiers, SEC, Age groups: 18-30, 31-50, 51+ above MHHI, 20-40K, 40K+ The margin of error for different break outs will be as under: Total sample Punjab Sindh Male/Female ab% cd% ef% gh%



The results, where the base/sample size is less than 40, are of indicative nature and not statistically significant. We will use following techniques to analyze the results and generate findings: Chaid Analysis Factor Analysis DELIVERABLE The scope of work of both parties will be as under: Sponsor 1. 2. Copies of own ads and those of competitors released in last six months (not returnable) GRP data


Research proposal


Draft Urdu Questionnaire for comments/inputs. Final questionnaire in Urdu (and English) Weekly updates on every Friday by COB Tabulation plan within one week of start of fieldwork. Raw clean data in ASCII format. Code lists (with translation) Two sets of analytical tables / data book Draft Report /Topline results for inputs Final report / Two copies in hard form Presentation (one, at Karachi within 15 days of submission of Report) 11. Queries on the Report or request for additional break outs will be entertained till 30 days of submission of Final Report. Additional charges will be levied thereafter. Our tentative/generic timelines for this kind of study are as under:

1. 2. 3. 4. 5. 6. 7. 8. 9. 10.

Award date Submission of draft q're Comments on draft q're from sponsors Field pretest/Finalization of q're Approval of questionnaire by Sponsor Printing/field guides Briefing/Training sample Submission of Tab Plan Fieldwork Approval of Tab plan by Sponsors QA/Back check Editing, Coding, Punching Analytical Tables Review of tables Draft Report / Toplines Comments of draft report from Sponsors Submission of Final Report

It is to be noted that firm timelines will be submitted after the award of the study, keeping in view the position of resources at that point in time. It is to be further noted that above timelines are contingent upon timely receipt of inputs including mobilization advance from the Sponsors. Our charges for the study are net of Pak Rupees 4,60,000/= only.



Research proposal Any duties/taxes/levies are to be borne by the sponsor. In addition to the above, the Sponsors will arrange gifts for the respondents @ Rs.50/= respondent. Our terms of payment are as under: Mobilization advance 50% of the total cost alongwith go-ahead signal. Second installment 30% of the total cost within one week of completion of fieldwork. Third installment of 20% of the total cost within one week of submission final report.


It is to be noted that the our quoted cost is dependent upon the agreed parameters of the study. Any change in these parameters may result change in the overall cost. International has a rich experience of conducting such type of studies for various clients. In addition to other staff, following Researchers will be associated with this study. Mr. X _______________________________ ______________________________________ ______________________________________ Mr. Y _______________________________ ______________________________________ ______________________________________


The Research proposals should be construed as an agreement between

the Sponsors and XXXXXX. It will be governed and interpreted under local laws and ESOMAR Code of Conduct. XXXXXX will conduct the Research according to ISO 20252 ESOMAR Standards.

If the study is conducted exclusively for the Sponsor, then the data and
report are the property of the Sponsors and XXXXXX will not share it with a third party.

The data/report are for the internal use of the Sponsors and its business
associates. The contents can not divulged to other forums without specific agreement of XXXXXX.

All information gathered to conduct this study through secondary

sources etc. and all research and sampling methodologies and research and analysis techniques used in conducting this study and generating findings will remain sole and exclusive property of XXXXXX.


Research proposal

Similarly, all documents and other material supplied by the Sponsors

for conducting this study and other material developed and generated during the study (like filled in questionnaires, code lists, cassettes, tapes, disks etc.) will remain the property of XXXXXX.

These documents and support material will remain in safe custody of

XXXXXX for six months after which these will be destroyed.

The Sponsors may request a copy of any of these documents, at cost,

and XXXXXX may share these subject to the requirements of law and codes of professional associations (like ESOMAR/ISO 20252) under which XXXXXX operates.

If the study is stopped, terminated or curtailed by the Sponsor for any

reason after the go-ahead and before going into field then 25% of the project cost will be paid to XXXXXX. However if the project is stopped in between after the fieldwork starts, then prorate payment of the balance amount will be made (in addition to the 25% payment mentioned above).


PLEASE SIGN A COPY OF THIS PROPOSAL AND RETURN IT TO US AS A TOKEN OF ACCEPTANCE OF THIS PROPOSAL AND AWARD OF THE STUDY Approved/agreed _________________________ Name and Designation On behalf of ___________________________ (COMPANY NAME OF SPONSORS)


______________________ Name and Designation On behalf of