Marketing Research Proposal: P&G, [University Name], [Semester]

This marketing research proposal examines Procter & Gamble's (P&G) marketing research initiatives, focusing on its brand-building strategies and consumer understanding. The report begins with an introduction and company overview, highlighting P&G's history, market position, and key brands. It identifies the core marketing problem: the challenge of meeting diverse consumer needs across a vast product portfolio. The research objectives are to understand consumer responses, identify needs and expectations, and analyze the effectiveness of marketing efforts. The methodology section details the research approach, including descriptive research design, data collection methods (surveys, interviews), and data analysis techniques (qualitative and quantitative). Ethical considerations are also addressed. The proposal includes a project schedule and budget, concluding with a discussion of the implications of the research findings. The proposal emphasizes P&G's use of marketing research to drive brand equity and make informed decisions, showcasing its commitment to understanding and satisfying consumers. The report highlights the importance of both offline and online marketing research for P&G.

Running head: P&G MARKETING RESEARCH PROPOSAL
P&G MARKETING RESEARCH PROPOSAL
Name of the Student:
Name of the University:
Author note:

1MARKETING RESEARCH PROPOSAL
Table of Contents
Introduction................................................................................................................................2
Background................................................................................................................................2
Company Overview...............................................................................................................2
Market and Brand of Choice..................................................................................................2
Important Issues in the company............................................................................................2
Marketing Management Problem...............................................................................................3
The marketing problem..........................................................................................................3
The marketing research objectives.........................................................................................3
Methodology..........................................................................................................................3
Research approach.................................................................................................................4
Research design......................................................................................................................4
Data collection.......................................................................................................................5
Data analysis..........................................................................................................................6
Ethical consideration..............................................................................................................7
The project Schedule..............................................................................................................8
Budget....................................................................................................................................9
Conclusion................................................................................................................................10
References:...............................................................................................................................11
Agreement form.......................................................................................................................11

2MARKETING RESEARCH PROPOSAL
Introduction
This marketing research proposal is conducted by group __. P&G is the chosen case
study. The given case has given a brief account of the marketing research efforts of P&G.
The different tools of marketing that it have used are discussed in details and also, many real
life examples are narrated. This paper is going to elaborate on discussing about the different
marketing research initiatives of the company, the role marketing research has played in
improving its business as well as the thrust on the online market research. With the same, the
benefits that the company will gain from its online and offline marketing research initiative
are also highlighted. The time schedule and budget plan mentioned in the concluding part of
the proposal shall give a vivid picture of the progress of our project as well as the estimated
cost.
Background
Company Overview
P&G (Proctor and Gamble), an American consumer goods corporation, has always
been regarded as the pioneer in the marketing research concept. It was founded in the year
1837 by William Procter and Irish American James Gamble (Eades & Eades, 2017). In 2003,
it was ranked first as the leading FMCG (Fast Moving Consumer Goods) in the world. Also,
it was ranked number 7 in the list of the most admired companies in the world. It was ranked
high on the basis of its potential of developing superior quality and highly innovative services
and products and that too, consistently. It has always listen and understood its customers and
at the same time, is constantly using the marketing research for solving the problems that it is
facing in order to become a leader in the coming future (Jain & Sharma, 2018).
Market and Brand of Choice
P&G has always tried to meet the needs of its customers instead of focusing on a
particular segment. It already have more than three hundred different brands under its hood
that cater more than five million of customers in eight different nations.

3MARKETING RESEARCH PROPOSAL
Important Issues in the company
As stated above, being a consumer goods corporation, there are hundreds of brands
under P&G and it focuses on meeting the needs of individual customers instead of focusing
on a particular segment. However, here lies the main issue (McDonald & Wilson, 2016). It is
one of the significant problem to mention in this context. The company tries to meet the
needs of each and every customer of it instead of concentrating on a particular segment. With
the increase in the number of customers, the company is required to convince more number
of customers and the retailers as well for stocking their goods as their product line is getting
diluted at a rapid level. The number of consumers who buy from P&G is increasing with a
rapid pace and therefore, it has become difficult for P&G to stay focused on a particular
target consumer. In contemporary market, consumers have very less time but their
expectations are keeping on increasing from their preferred brand (Prange & Schlegelmilch,
2018). With the same, the other problems include that of facing difficult of focusing on a
particular target group and the higher expectations of the customers are creating problems the
company to meet all their demands.
Marketing Management Problem
The marketing problem
The company tries to meet the needs of each and every customer of it instead of
concentrating on a particular segment. With the increase in the number of customers, the
company is required to convince more customers and retailers and at the same time, facing
challenge with stocking their goods as their product line is getting diluted at a rapid level.
The marketing research objectives
The main objectives of this research are:
a) To gain the evidence in terms of the cause and the effective relationship.
b) To identify the response of the consumers towards the products of the company
c) To know the needs and expectations of the consumers

4MARKETING RESEARCH PROPOSAL
Methodology
This chapter of the research study has provided a thorough description of the different
types of methods, frameworks and instruments that are used for collecting and analysing it.
This research study has followed research onion that has unfolded the wide range of methods
in every stages. Both the framework and research methods are chosen on the basis of the
research goals. It is to note that the main goal of the research is describing a prediction,
explanation and phenomenon of the casual relationship. This study has used the approach of
single research design for quantitative data analysis for developing some relevant results.
With the same, it has also used an experimental research design for evaluating the effect of
bribing practices and its impact on the wealth management of the companies.
Research approach
The research approach comprise of two parts- data collection and reasoning. It is to
note that research approach is the method of selection of data and examining them. There are
two types of research approaches and they are- inductive and deductive approach. According
to Mayer (2015), each and every layer of the research onion is linked with one another and is
also related to the earlier steps. Positivism required the use of deductive approach in order to
develop the necessary research findings. It is to mention that the deductive approach
facilitates testing of the prevailing theories that are discussed in the section of literature
survey. Use of this method help in providing a dimension to the whole research.
Research design
Research design refers to a particular plan for answering the research problem or
research questions. It is to note that research designs are basically of four types and they are-
descriptive research design, experimental research design, correlational research design and
quasi-experimental research design (Creswell & Poth, 2017). The most appropriate research

5MARKETING RESEARCH PROPOSAL
design for addressing the identified marketing research problem of P&G is of descriptive
research design. This will help to solve the problem and is basically used for obtaining the
information and details related to the present status of phenomena and for describing what is
existing in respect to the conditions and situations. According to Colorafiand Evans (2016),
this research design supports for answering the questions of who, what, when, how and
where. The management decision problems of P&G include the attempt of the company to
meet the needs and requirements of each and every customers and that there are too many
brands under the company to focus on.
Data collection
The data collection method comprise of two different methods and they are- primary
data collection and secondary data collection. This research study is based on the collection
of primary data where the different survey techniques like face to face interview,
questionnaire shall be used for collecting data and information for the quantitative analysis
and quantitative analysis. With the same, online social media survey shall also be conducted
for assessing the opinions of the consumers towards its chosen product- toothpaste. Survey
that are conducted in regular intervals is the most flexible and authentic way of gathering
correct data (Powney & Watts, 2018). It is used in the field of advertising theme selection,
market segmentation and to assess the advertising effectiveness. It will help the company to
learn more about its target audience and to receive positive and accurate feedbacks regarding
its recent service, products and events. Also, in the case of purchase and media panels, the
recorded purchasing behaviour could be linked to the psychographic and demographic
characteristics. It would be very helpful in forecasting the sales, the brand loyalty, packaging
and distribution and the market share and trends. Hence, household or consumer data would
be useful for addressing the marketing research problem as it gives authentic, reliable and
accurate information and is also very less expensive. If a survey is to be conducted to

6MARKETING RESEARCH PROPOSAL
determine consumer preferences, personal interviewing survey method will be used. It
includes three different processes- in home, mall intercept and computer assisted. This is due
to the fact that in the personal in home interviews, a good number of respondents can be
interviewed directly face to face in their home. Personal interviews could help in gaining the
preferences of the consumers on several different variables like fragrance, colour etc.
Data analysis
Both qualitative and quantitative data analysis is required. Qualitative research plays
an important role in the process of increasing the market share of the company. It provides
the customers with value added service related to the consumption and use of the products
and services, ensures continuous product development and consistent consumer need
analysis, link the cultural background with the company product, Increases the depth and
breadth of the product in the business market, ensures appropriate market segmentation and
helps in promoting and campaigning. With the same, it also helps in customising the product
solution and making the products and services available to the customer with greater efficient
and that too, without increasing the price of the products. In the case of P&G, qualitative
research will help it in gaining qualitative understanding of the values that underlie the
motivations and reasons (Leijerholt, Chapleo & O’Sullivan, 2018). There can be several
reasons for using this type of research. It is not possible to make use of formal methods for
obtaining the accurate information from the respondents always. There can be certain people
who are unable or unwilling to answer the questions. Most of the people feel unsafe for
giving thoughtful answers to the questions asked to them as this could invade their privacy
and even embarrass them. With the same, according to Hossain (2018), there are people who
find it impossible to provide the accurate answers to the questions which tap their
unconscious mind. The emotional drives and value at the subconscious level could influence
their answers. In order to overcome and avoid such issues, qualitative research is much more

7MARKETING RESEARCH PROPOSAL
effective for finding proper information. It can help P&G to identify the consumer preference
on tooth pastes in more effective manner on the basis of variables like taste, price, whiteness
of the teeth, fresh breath, gum and cavity protection. On the basis of these variables, P&G
could design their products with absolutely minimum appeal for consuming.
In this regard, the primary type of scales for measuring the consumer preferences are
mentioned below:
Scale Basic
Characteristics
Common
Examples
Marketing
examples
Permissible Statistics
Inferential Descriptive
Nominal The numbers
identify and
the classifying
the objects
Numbering of
the football
players, Social
securitynumbers
Store
types,
Brand
numbers
Binomial
test, Chi-
Square
Mode,
percentages
Interval Differences in
between the
objects can be
compares, the
zero point is
arbitrary
Temperature
scale (Celsius
and Fahrenheit)
Opinions,
Index
numbers
and
Attitudes
Friedman
ANOVA,
Rank-order
correlation
Median,
Percentile
Ordinal The numbers
do not
indicate the
magnitude of
different in
between the
objects but the
relative
positions
The ranking of
the teams in the
matches and
tournaments,
Qualitative
ranking
Market
position,
preference
ranking
and social
class
Regression
, product
moment
correlation,
t-tests
Mean,
Range,
Standard
deviation

8MARKETING RESEARCH PROPOSAL
Ratio Fixed zero
point
Weight and
length
Costs,
sales, age
and
income
Coefficient
of the
variations
Harmonic
mean,
Geometric
mean
Ethical consideration
Ethical issues refers to the problem that needs a person or a company to choose in
between the alternatives that are to be evaluated as ethical or unethical, right or wrong. For
instance, the brands that allow the researchers for giving gifts and money to the consumers to
join the survey conducted by the company because the company believe that this policy
would increase the attendants. However, it is to be noted that defect in the policy would be
that the survey that are conducted giving gifts to the respondents may not be accurate enough
to consider. Furthermore, this market research has followed all the provided ethical
guidelines in this process of research. It has conformed to the main principles of conducting
ethical research where plagiarism, fabrication and falsification are been avoided. With the
same, the authors have been credited for their significant contribution to this research by
means of citing them where ever used. The data that is collected has not been fabricated or
falsified for fulfilling the purpose of this research study.

9MARKETING RESEARCH PROPOSAL
The project Schedule
Budget
Task Name Duration Start Finish Resource Names Cost
Market research plan 41 days Thu 11-
04-19
Thu 06-
06-19 $8,700.00
1.0 Project initiation 5 days Thu 11-04-
19
Wed 17-04-
19 $300.00
1.1 Identify research
problem 1 day Thu 11-04-
19
Thu 11-04-
19 $0.00
1.2 Perform past
market analysis 2 days Fri 12-04-
19
Mon 15-04-
19
Secondary
sources [1] $300.00
1.3 Develop research
objectives 1 day Tue 16-04-
19
Tue 16-04-
19 $0.00
1.4 Meeting with the
lecturer 1 day Wed 17-04-
19
Wed 17-04-
19 $0.00
1.5 Milestone 1:
Project aim and
0 days Wed 17-04-
19
Wed 17-04-
19
$0.00

10MARKETING RESEARCH PROPOSAL
objectives defined
2.0 Project design 7 days Thu 18-04-
19
Fri 26-04-
19 $2,000.00
2.1 Choose adequate
research design 2 days Thu 18-04-
19
Fri 19-04-
19 $0.00
2.2 Identify the
research instruments to
be used
2 days Thu 18-04-
19
Fri 19-04-
19 $0.00
2.3 Sampling method
examination 1 day Mon 22-04-
19
Mon 22-04-
19 $0.00
2.4 Develop survey
and interview
questionnaire
3 days Tue 23-04-
19
Thu 25-04-
19
Online survey
and interview
cost [1]
$2,000.00
2.5 Meeting with the
supervisor 1 day Fri 26-04-
19
Fri 26-04-
19 $0.00
2.6 Milestone 2:
research methods
developed
0 days Fri 26-04-
19
Fri 26-04-
19 $0.00
3.0 Project
implementation 29 days Mon 29-
04-19
Thu 06-06-
19 $6,400.00
Conduct online
survey 7 days Mon 29-04-
19
Tue 07-05-
19 Coupons [1] $200.00
conduct face to face
interview 5 days Wed 08-05-
19
Tue 14-05-
19 Coupons [1] $200.00
Analyse the collected
data using SPSS and
coding
3 days Wed 15-05-
19
Fri 17-05-
19 Analysis tools $6,000.00
Develop initial draft 7 days Mon 20-05-
19
Tue 28-05-
19 $0.00
Check with
supervisor 1 day Wed 29-05-
19
Wed 29-05-
19 $0.00
Make changes as per
feedback 1 day Thu 30-05-
19
Thu 30-05-
19 $0.00
Develop final report 5 days Fri 31-05-
19
Thu 06-06-
19 $0.00
Milestone 3: Project
implemented 0 days Thu 06-06-
19
Thu 06-06-
19 $0.00
Conclusion
This marketing research proposal has provided a well detailed description of the data
collection method and the analysis method for P&G. There are several different types of
research instruments and methods been used for the research in order to provide some

11MARKETING RESEARCH PROPOSAL
valuable insights in a way that different research methods has been used for attaining the set
goals and objectives of the research study.
References:
Colorafi, K. J., & Evans, B. (2016). Qualitative descriptive methods in health science
research. HERD: Health Environments Research & Design Journal, 9(4), 16-25.
Eades, K. M., & Eades, K. M. (2017). Procter and Gamble: Cost of Capital. Darden Business
Publishing Cases, 1-16.
Jain, A., & Sharma, R. (2018). Flagship and Flanker Brands: Consumer Preference Study of
Hindustan Unilever Limited and Procter & Gamble. IUP Journal of Brand
Management, 15(3), 7-22.
McDonald, M., & Wilson, H. (2016). Marketing Plans: How to prepare them, how to profit
from them. John Wiley & Sons.