ABSTRACT
We now move on to the discipline of marketing research. In this unit we explore the process of
planning research and briefing researchers to carry out the process. This will be an important
part of your course. The senior examiner in a recent briefing to tutors told them to focus on the
process of developing research briefs, responding to those briefs through the presentation of
the proposal and then presenting the final report. This activity represents the day-to-day
management of the research function in business and you may expect it to form an important
part of your assessment in this module.
