This chapter examines the research activities which stem from the first phase of isolation and suggests the problem that needs to be known. It also discusses the patterning theory, based on the idea of agreement between human observers. Winston Churchill once pointed out: It would be an inconvenient rule if nothing could be done until everything could be done. The overall timing of a study is of primary concern to the research sponsors. Commencing time is the period required to initiate the project. The time for the whole study from conception to completion, the period between acceptance of proposals and commencement of survey, perishable information interim reports, and inter-relationship of the project parts and of outside events. The final proposal for a marketing research project will contain in a single document a statement of the research objectives, the areas and depth of research, the research techniques to be adopted and the time and cost.