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In this tutorial, Mark discusses how to write a marketing research proposal, emphasizing its importance before any business activities. The proposal begins with an analysis of the market and the company's current situation. An overview summary of the market is required, focusing on the current state and movement of the specific segment under investigation—identifying whether it is thriving, stagnant, or declining. The history, traditions, and operational styles of the company must also be considered. Finally, it's essential to define the company's objectives and what it aims to achieve through the research.