The research brief

Brief prepared by commissioning organisation
1a of exam (10 marks)

BOOR

• Background & rationale - relevant information about organisation, products, market place; why we need info and what we intend to do with it (3 marks)
• Objectives - precise information that relates to rationale (2 marks)
• Outline method - brief, e.g. scale of search, mix of qualitative & quantitative, what segments to target (3 marks)
• Report - how to be presented (1 mark)
• Timing - impacts on scale & type of info (1 mark)

15 mins: B 4.5, O 3, O 4.5, R 1.5, (T)1.5