All marketing teams are expected to fill out proposals for research work they wish to pursue. It is often worthwhile then using a marketing research proposal example as your template for completing your own documents. You just have to be careful that you emphasize key sections within the document in order to stand the best chance of being approved.
All templates normally begin with executive summaries. As always, you should provide a synopsis of the remainder of the document and focus on the key points you want to make about your research work. A subsequent background section might be included to give some of the context behind why the research is being done (e.g. analysis of customer loyalty schemes by universities which might prove useful for your firm).
The real heart of the document starts with the objectives. This is where you need to spell out how your research might identify clear opportunities for your company. This could be something as simple as improving loyalty with your customer base or increasing brand awareness in new markets. Clear objectives should show clear benefits to management (i.e. the decision-makers who will approve/decline your proposal). The norm is for this section to be followed straightaway by the discussions on the research approaches you wish to choose. You need to go into more detail about the technicalities of the research work (e.g. questionnaires/surveys/etc.) as well as how data is to be compiled and analyzed.
The remainder of your marketing research proposal goes into more detail about the technicalities of the research work. The norm is to include sections detailing cost estimates, resourcing requirements, timelines, action charts, work breakdown structures, monitoring expectations, etc. If all of this information becomes far too weighty then you should summarize it and use appendices if necessary.
Always remember that the marketing research proposal example structure is simply a framework for creating your own proposals. The onus is on you to emphasize your own objectives and benefits which you perceive the research can provide.