Marketing Research Plan & Report

Project: [Research project name] Prepared by: [Name / team] Date: [Date] Decision this informs: [The specific decision]

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Part A — Research Plan

1. Background & objectives

[Why are we running this study? What decision depends on it? State the single business decision this research is meant to inform.]

2. Research questions

[The 2 to 3 specific questions you must answer. Keep the list short.]

• [Research question 1]
• [Research question 2]
• [Research question 3]

3. Method & sample

Element	Detail
Approach	[Primary / secondary, qualitative / quantitative]
Method(s)	[Survey, interviews, focus group, desk research...]
Population	[Who you want to draw conclusions about]
Sample size	[Number, and why it's enough]
Recruitment	[How you'll reach and screen participants]
Fieldwork dates	[Start - end]

4. Instrument

[Attach or summarise the survey, interview guide, or discussion plan. Note that it was piloted on [n] people before launch.]

5. Analysis plan

[How you'll cut and compare the data, decided before fieldwork. Which segments, which comparisons, which success criteria.]

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Part B — Report

6. Summary

[The answer to the research questions in 3 to 4 sentences. Write this last, read it first.]

7. Method recap

[One short paragraph: what you did, with whom, when. Enough for a reader to judge how much to trust it.]

8. Key findings

[The facts the data shows, stated plainly. Separate observation from interpretation.]

• [Finding 1] — [what the data shows]
• [Finding 2] — [what the data shows]
• [Finding 3] — [what the data shows]

9. Insights

[The non-obvious, decision-changing implications behind the findings. Note how confident you are in each.]

• [Insight 1] — [what it means and why it matters]
• [Insight 2] — [what it means and why it matters]

10. Recommendations

[Each recommendation should trace back to an insight and be something a real team can act on.]

#	Recommendation	Owner	Priority
1	[Action]	[Team]	[High / Med / Low]
2	[Action]	[Team]	[High / Med / Low]
3	[Action]	[Team]	[High / Med / Low]

11. Limitations

[What this study cannot tell you — sample limits, timing, anything that should temper the conclusions.]

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Appendix

• [Full questionnaire / interview guide]
• [Data tables and charts]
• [Sources for secondary research]