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successful marketing research takes place when all people involved in the research know whats happening a briefing document is there to explain what is expected from researchers its good practice to create a full written brief with these sections a background of the company and to the problem research objectives methodological preference reporting expectations timing and budget considerations the research proposal follows a similar content list but this has a detailed description of each stage of the research process this same proposal is used to select the most appropriate supplier in most cases The Proposal becomes the legal agreement between the two parties