a research plan includes all of the following except

How to write a research plan: Step-by-step guide

Last updated

30 January 2024

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Today’s businesses and institutions rely on data and analytics to inform their product and service decisions. These metrics influence how organizations stay competitive and inspire innovation. However, gathering data and insights requires carefully constructed research, and every research project needs a roadmap. This is where a research plan comes into play.

There’s general research planning; then there’s an official, well-executed research plan. Whatever data-driven research project you’re gearing up for, the research plan will be your framework for execution. The plan should also be detailed and thorough, with a diligent set of criteria to formulate your research efforts. Not including these key elements in your plan can be just as harmful as having no plan at all.

Read this step-by-step guide for writing a detailed research plan that can apply to any project, whether it’s scientific, educational, or business-related.

• What is a research plan?

A research plan is a documented overview of a project in its entirety, from end to end. It details the research efforts, participants, and methods needed, along with any anticipated results. It also outlines the project’s goals and mission, creating layers of steps to achieve those goals within a specified timeline.

Without a research plan, you and your team are flying blind, potentially wasting time and resources to pursue research without structured guidance.

The principal investigator, or PI, is responsible for facilitating the research oversight. They will create the research plan and inform team members and stakeholders of every detail relating to the project. The PI will also use the research plan to inform decision-making throughout the project.

• Why do you need a research plan?

Create a research plan before starting any official research to maximize every effort in pursuing and collecting the research data. Crucially, the plan will model the activities needed at each phase of the research project.

Like any roadmap, a research plan serves as a valuable tool providing direction for those involved in the project—both internally and externally. It will keep you and your immediate team organized and task-focused while also providing necessary definitions and timelines so you can execute your project initiatives with full understanding and transparency.

External stakeholders appreciate a working research plan because it’s a great communication tool, documenting progress and changing dynamics as they arise. Any participants of your planned research sessions will be informed about the purpose of your study, while the exercises will be based on the key messaging outlined in the official plan.

Here are some of the benefits of creating a research plan document for every project:

Project organization and structure

Well-informed participants

All stakeholders and teams align in support of the project

Clearly defined project definitions and purposes

Distractions are eliminated, prioritizing task focus

Timely management of individual task schedules and roles

Costly reworks are avoided

• What should a research plan include?

The different aspects of your research plan will depend on the nature of the project. However, most official research plan documents will include the core elements below. Each aims to define the problem statement, devising an official plan for seeking a solution.

Specific project goals and individual objectives

Ideal strategies or methods for reaching those goals

Required resources

Descriptions of the target audience, sample sizes, demographics, and scopes

Key performance indicators (KPIs)

Project background

Research and testing support

Preliminary studies and progress reporting mechanisms

Cost estimates and change order processes

Depending on the research project’s size and scope, your research plan could be brief—perhaps only a few pages of documented plans. Alternatively, it could be a fully comprehensive report. Either way, it’s an essential first step in dictating your project’s facilitation in the most efficient and effective way.

• How to write a research plan for your project

When you start writing your research plan, aim to be detailed about each step, requirement, and idea. The more time you spend curating your research plan, the more precise your research execution efforts will be.

Account for every potential scenario, and be sure to address each and every aspect of the research.

Consider following this flow to develop a great research plan for your project:

Define your project’s purpose

Start by defining your project’s purpose. Identify what your project aims to accomplish and what you are researching. Remember to use clear language.

Thinking about the project’s purpose will help you set realistic goals and inform how you divide tasks and assign responsibilities. These individual tasks will be your stepping stones to reach your overarching goal.

Additionally, you’ll want to identify the specific problem, the usability metrics needed, and the intended solutions.

Know the following three things about your project’s purpose before you outline anything else:

What you’re doing

Why you’re doing it

What you expect from it

Identify individual objectives

With your overarching project objectives in place, you can identify any individual goals or steps needed to reach those objectives. Break them down into phases or steps. You can work backward from the project goal and identify every process required to facilitate it.

Be mindful to identify each unique task so that you can assign responsibilities to various team members. At this point in your research plan development, you’ll also want to assign priority to those smaller, more manageable steps and phases that require more immediate or dedicated attention.

Select research methods

Research methods might include any of the following:

User interviews: this is a qualitative research method where researchers engage with participants in one-on-one or group conversations. The aim is to gather insights into their experiences, preferences, and opinions to uncover patterns, trends, and data.

Field studies: this approach allows for a contextual understanding of behaviors, interactions, and processes in real-world settings. It involves the researcher immersing themselves in the field, conducting observations, interviews, or experiments to gather in-depth insights.

Card sorting: participants categorize information by sorting content cards into groups based on their perceived similarities. You might use this process to gain insights into participants’ mental models and preferences when navigating or organizing information on websites, apps, or other systems.

Focus groups: use organized discussions among select groups of participants to provide relevant views and experiences about a particular topic.

Diary studies: ask participants to record their experiences, thoughts, and activities in a diary over a specified period. This method provides a deeper understanding of user experiences, uncovers patterns, and identifies areas for improvement.

Five-second testing: participants are shown a design, such as a web page or interface, for just five seconds. They then answer questions about their initial impressions and recall, allowing you to evaluate the design’s effectiveness.

Surveys: get feedback from participant groups with structured surveys. You can use online forms, telephone interviews, or paper questionnaires to reveal trends, patterns, and correlations.

Tree testing: tree testing involves researching web assets through the lens of findability and navigability. Participants are given a textual representation of the site’s hierarchy (the “tree”) and asked to locate specific information or complete tasks by selecting paths.

Usability testing: ask participants to interact with a product, website, or application to evaluate its ease of use. This method enables you to uncover areas for improvement in digital key feature functionality by observing participants using the product.

Live website testing: research and collect analytics that outlines the design, usability, and performance efficiencies of a website in real time.

There are no limits to the number of research methods you could use within your project. Just make sure your research methods help you determine the following:

What do you plan to do with the research findings?

What decisions will this research inform? How can your stakeholders leverage the research data and results?

Recruit participants and allocate tasks

Next, identify the participants needed to complete the research and the resources required to complete the tasks. Different people will be proficient at different tasks, and having a task allocation plan will allow everything to run smoothly.

Prepare a thorough project summary

Every well-designed research plan will feature a project summary. This official summary will guide your research alongside its communications or messaging. You’ll use the summary while recruiting participants and during stakeholder meetings. It can also be useful when conducting field studies.

Ensure this summary includes all the elements of your research project. Separate the steps into an easily explainable piece of text that includes the following:

An introduction: the message you’ll deliver to participants about the interview, pre-planned questioning, and testing tasks.

Interview questions: prepare questions you intend to ask participants as part of your research study, guiding the sessions from start to finish.

An exit message: draft messaging your teams will use to conclude testing or survey sessions. These should include the next steps and express gratitude for the participant’s time.

Create a realistic timeline

While your project might already have a deadline or a results timeline in place, you’ll need to consider the time needed to execute it effectively.

Realistically outline the time needed to properly execute each supporting phase of research and implementation. And, as you evaluate the necessary schedules, be sure to include additional time for achieving each milestone in case any changes or unexpected delays arise.

For this part of your research plan, you might find it helpful to create visuals to ensure your research team and stakeholders fully understand the information.

Determine how to present your results

A research plan must also describe how you intend to present your results. Depending on the nature of your project and its goals, you might dedicate one team member (the PI) or assume responsibility for communicating the findings yourself.

In this part of the research plan, you’ll articulate how you’ll share the results. Detail any materials you’ll use, such as:

Presentations and slides

A project report booklet

A project findings pamphlet

Documents with key takeaways and statistics

Graphic visuals to support your findings

• Format your research plan

As you create your research plan, you can enjoy a little creative freedom. A plan can assume many forms, so format it how you see fit. Determine the best layout based on your specific project, intended communications, and the preferences of your teams and stakeholders.

Find format inspiration among the following layouts:

Written outlines

Narrative storytelling

Visual mapping

Graphic timelines

Remember, the research plan format you choose will be subject to change and adaptation as your research and findings unfold. However, your final format should ideally outline questions, problems, opportunities, and expectations.

• Research plan example

Imagine you’ve been tasked with finding out how to get more customers to order takeout from an online food delivery platform. The goal is to improve satisfaction and retain existing customers. You set out to discover why more people aren’t ordering and what it is they do want to order or experience. 

You identify the need for a research project that helps you understand what drives customer loyalty. But before you jump in and start calling past customers, you need to develop a research plan—the roadmap that provides focus, clarity, and realistic details to the project.

Here’s an example outline of a research plan you might put together:

Project title

Project members involved in the research plan

Purpose of the project (provide a summary of the research plan’s intent)

Objective 1 (provide a short description for each objective)

Objective 2

Objective 3

Proposed timeline

Audience (detail the group you want to research, such as customers or non-customers)

Budget (how much you think it might cost to do the research)

Risk factors/contingencies (any potential risk factors that may impact the project’s success)

Remember, your research plan doesn’t have to reinvent the wheel—it just needs to fit your project’s unique needs and aims.

Customizing a research plan template

Some companies offer research plan templates to help get you started. However, it may make more sense to develop your own customized plan template. Be sure to include the core elements of a great research plan with your template layout, including the following:

Introductions to participants and stakeholders

Background problems and needs statement

Significance, ethics, and purpose

Research methods, questions, and designs

Preliminary beliefs and expectations

Implications and intended outcomes

Realistic timelines for each phase

Conclusion and presentations

How many pages should a research plan be?

Generally, a research plan can vary in length between 500 to 1,500 words. This is roughly three pages of content. More substantial projects will be 2,000 to 3,500 words, taking up four to seven pages of planning documents.

What is the difference between a research plan and a research proposal?

A research plan is a roadmap to success for research teams. A research proposal, on the other hand, is a dissertation aimed at convincing or earning the support of others. Both are relevant in creating a guide to follow to complete a project goal.

What are the seven steps to developing a research plan?

While each research project is different, it’s best to follow these seven general steps to create your research plan:

Defining the problem

Identifying goals

Choosing research methods

Recruiting participants

Preparing the brief or summary

Establishing task timelines

Defining how you will present the findings

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6.3 Steps in a Successful Marketing Research Plan

Learning outcomes.

By the end of this section, you will be able to:

• 1 Identify and describe the steps in a marketing research plan.
• 2 Discuss the different types of data research.
• 3 Explain how data is analyzed.
• 4 Discuss the importance of effective research reports.

Define the Problem

There are seven steps to a successful marketing research project (see Figure 6.3 ). Each step will be explained as we investigate how a marketing research project is conducted.

The first step, defining the problem, is often a realization that more information is needed in order to make a data-driven decision. Problem definition is the realization that there is an issue that needs to be addressed. An entrepreneur may be interested in opening a small business but must first define the problem that is to be investigated. A marketing research problem in this example is to discover the needs of the community and also to identify a potentially successful business venture.

Many times, researchers define a research question or objectives in this first step. Objectives of this research study could include: identify a new business that would be successful in the community in question, determine the size and composition of a target market for the business venture, and collect any relevant primary and secondary data that would support such a venture. At this point, the definition of the problem may be “Why are cat owners not buying our new cat toy subscription service?”

Additionally, during this first step we would want to investigate our target population for research. This is similar to a target market, as it is the group that comprises the population of interest for the study. In order to have a successful research outcome, the researcher should start with an understanding of the problem in the current situational environment.

Develop the Research Plan

Step two is to develop the research plan. What type of research is necessary to meet the established objectives of the first step? How will this data be collected? Additionally, what is the time frame of the research and budget to consider? If you must have information in the next week, a different plan would be implemented than in a situation where several months were allowed. These are issues that a researcher should address in order to meet the needs identified.

Research is often classified as coming from one of two types of data: primary and secondary. Primary data is unique information that is collected by the specific researcher with the current project in mind. This type of research doesn’t currently exist until it is pulled together for the project. Examples of primary data collection include survey, observation, experiment, or focus group data that is gathered for the current project.

Secondary data is any research that was completed for another purpose but can be used to help inform the research process. Secondary data comes in many forms and includes census data, journal articles, previously collected survey or focus group data of related topics, and compiled company data. Secondary data may be internal, such as the company’s sales records for a previous quarter, or external, such as an industry report of all related product sales. Syndicated data , a type of external secondary data, is available through subscription services and is utilized by many marketers. As you can see in Table 6.1 , primary and secondary data features are often opposite—the positive aspects of primary data are the negative side of secondary data.

There are four research types that can be used: exploratory, descriptive, experimental, and ethnographic research designs (see Figure 6.4 ). Each type has specific formats of data that can be collected. Qualitative research can be shared through words, descriptions, and open-ended comments. Qualitative data gives context but cannot be reduced to a statistic. Qualitative data examples are categorical and include case studies, diary accounts, interviews, focus groups, and open-ended surveys. By comparison, quantitative data is data that can be reduced to number of responses. The number of responses to each answer on a multiple-choice question is quantitative data. Quantitative data is numerical and includes things like age, income, group size, and height.

Exploratory research is usually used when additional general information in desired about a topic. When in the initial steps of a new project, understanding the landscape is essential, so exploratory research helps the researcher to learn more about the general nature of the industry. Exploratory research can be collected through focus groups, interviews, and review of secondary data. When examining an exploratory research design, the best use is when your company hopes to collect data that is generally qualitative in nature. 7

For instance, if a company is considering a new service for registered users but is not quite sure how well the new service will be received or wants to gain clarity of exactly how customers may use a future service, the company can host a focus group. Focus groups and interviews will be examined later in the chapter. The insights collected during the focus group can assist the company when designing the service, help to inform promotional campaign options, and verify that the service is going to be a viable option for the company.

Descriptive research design takes a bigger step into collection of data through primary research complemented by secondary data. Descriptive research helps explain the market situation and define an “opinion, attitude, or behavior” of a group of consumers, employees, or other interested groups. 8 The most common method of deploying a descriptive research design is through the use of a survey. Several types of surveys will be defined later in this chapter. Descriptive data is quantitative in nature, meaning the data can be distilled into a statistic, such as in a table or chart.

Again, descriptive data is helpful in explaining the current situation. In the opening example of LEGO , the company wanted to describe the situation regarding children’s use of its product. In order to gather a large group of opinions, a survey was created. The data that was collected through this survey allowed the company to measure the existing perceptions of parents so that alterations could be made to future plans for the company.

Experimental research , also known as causal research , helps to define a cause-and-effect relationship between two or more factors. This type of research goes beyond a correlation to determine which feature caused the reaction. Researchers generally use some type of experimental design to determine a causal relationship. An example is A/B testing, a situation where one group of research participants, group A, is exposed to one treatment and then compared to the group B participants, who experience a different situation. An example might be showing two different television commercials to a panel of consumers and then measuring the difference in perception of the product. Another example would be to have two separate packaging options available in different markets. This research would answer the question “Does one design sell better than the other?” Comparing that to the sales in each market would be part of a causal research study. 9

The final method of collecting data is through an ethnographic design. Ethnographic research is conducted in the field by watching people interact in their natural environment. For marketing research, ethnographic designs help to identify how a product is used, what actions are included in a selection, or how the consumer interacts with the product. 10

Examples of ethnographic research would be to observe how a consumer uses a particular product, such as baking soda. Although many people buy baking soda, its uses are vast. So are they using it as a refrigerator deodorizer, a toothpaste, to polish a belt buckle, or to use in baking a cake?

Select the Data Collection Method

Data collection is the systematic gathering of information that addresses the identified problem. What is the best method to do that? Picking the right method of collecting data requires that the researcher understand the target population and the design picked in the previous step. There is no perfect method; each method has both advantages and disadvantages, so it’s essential that the researcher understand the target population of the research and the research objectives in order to pick the best option.

Sometimes the data desired is best collected by watching the actions of consumers. For instance, how many cars pass a specific billboard in a day? What website led a potential customer to the company’s website? When are consumers most likely to use the snack vending machines at work? What time of day has the highest traffic on a social media post? What is the most streamed television program this week? Observational research is the collecting of data based on actions taken by those observed. Many data observations do not require the researched individuals to participate in the data collection effort to be highly valuable. Some observation requires an individual to watch and record the activities of the target population through personal observations .

Unobtrusive observation happens when those being observed aren’t aware that they are being watched. An example of an unobtrusive observation would be to watch how shoppers interact with a new stuffed animal display by using a one-way mirror. Marketers can identify which products were handled more often while also determining which were ignored.

Other methods can use technology to collect the data instead. Instances of mechanical observation include the use of vehicle recorders, which count the number of vehicles that pass a specific location. Computers can also assess the number of shoppers who enter a store, the most popular entry point for train station commuters, or the peak time for cars to park in a parking garage.

When you want to get a more in-depth response from research participants, one method is to complete a one-on-one interview . One-on-one interviews allow the researcher to ask specific questions that match the respondent’s unique perspective as well as follow-up questions that piggyback on responses already completed. An interview allows the researcher to have a deeper understanding of the needs of the respondent, which is another strength of this type of data collection. The downside of personal interviews it that a discussion can be very time-consuming and results in only one respondent’s answers. Therefore, in order to get a large sample of respondents, the interview method may not be the most efficient method.

Taking the benefits of an interview and applying them to a small group of people is the design of a focus group . A focus group is a small number of people, usually 8 to 12, who meet the sample requirements. These individuals together are asked a series of questions where they are encouraged to build upon each other’s responses, either by agreeing or disagreeing with the other group members. Focus groups are similar to interviews in that they allow the researcher, through a moderator, to get more detailed information from a small group of potential customers (see Figure 6.5 ).

Link to Learning

Focus groups.

Focus groups are a common method for gathering insights into consumer thinking and habits. Companies will use this information to develop or shift their initiatives. The best way to understand a focus group is to watch a few examples or explanations. TED-Ed has this video that explains how focus groups work.

You might be asking when it is best to use a focus group or a survey. Learn the differences, the pros and cons of each, and the specific types of questions you ask in both situations in this article .

Preparing for a focus group is critical to success. It requires knowing the material and questions while also managing the group of people. Watch this video to learn more about how to prepare for a focus group and the types of things to be aware of.

One of the benefits of a focus group over individual interviews is that synergy can be generated when a participant builds on another’s ideas. Additionally, for the same amount of time, a researcher can hear from multiple respondents instead of just one. 11 Of course, as with every method of data collection, there are downsides to a focus group as well. Focus groups have the potential to be overwhelmed by one or two aggressive personalities, and the format can discourage more reserved individuals from speaking up. Finally, like interviews, the responses in a focus group are qualitative in nature and are difficult to distill into an easy statistic or two.

Combining a variety of questions on one instrument is called a survey or questionnaire . Collecting primary data is commonly done through surveys due to their versatility. A survey allows the researcher to ask the same set of questions of a large group of respondents. Response rates of surveys are calculated by dividing the number of surveys completed by the total number attempted. Surveys are flexible and can collect a variety of quantitative and qualitative data. Questions can include simplified yes or no questions, select all that apply, questions that are on a scale, or a variety of open-ended types of questions. There are four types of surveys (see Table 6.2 ) we will cover, each with strengths and weaknesses defined.

Let’s start off with mailed surveys —surveys that are sent to potential respondents through a mail service. Mailed surveys used to be more commonly used due to the ability to reach every household. In some instances, a mailed survey is still the best way to collect data. For example, every 10 years the United States conducts a census of its population (see Figure 6.6 ). The first step in that data collection is to send every household a survey through the US Postal Service (USPS). The benefit is that respondents can complete and return the survey at their convenience. The downside of mailed surveys are expense and timeliness of responses. A mailed survey requires postage, both when it is sent to the recipient and when it is returned. That, along with the cost of printing, paper, and both sending and return envelopes, adds up quickly. Additionally, physically mailing surveys takes time. One method of reducing cost is to send with bulk-rate postage, but that slows down the delivery of the survey. Also, because of the convenience to the respondent, completed surveys may be returned several weeks after being sent. Finally, some mailed survey data must be manually entered into the analysis software, which can cause delays or issues due to entry errors.

Phone surveys are completed during a phone conversation with the respondent. Although the traditional phone survey requires a data collector to talk with the participant, current technology allows for computer-assisted voice surveys or surveys to be completed by asking the respondent to push a specific button for each potential answer. Phone surveys are time intensive but allow the respondent to ask questions and the surveyor to request additional information or clarification on a question if warranted. Phone surveys require the respondent to complete the survey simultaneously with the collector, which is a limitation as there are restrictions for when phone calls are allowed. According to Telephone Consumer Protection Act , approved by Congress in 1991, no calls can be made prior to 8:00 a.m. or after 9:00 p.m. in the recipient’s time zone. 12 Many restrictions are outlined in this original legislation and have been added to since due to ever-changing technology.

In-person surveys are when the respondent and data collector are physically in the same location. In-person surveys allow the respondent to share specific information, ask questions of the surveyor, and follow up on previous answers. Surveys collected through this method can take place in a variety of ways: through door-to-door collection, in a public location, or at a person’s workplace. Although in-person surveys are time intensive and require more labor to collect data than some other methods, in some cases it’s the best way to collect the required data. In-person surveys conducted through a door-to-door method is the follow-up used for the census if respondents do not complete the mailed survey. One of the downsides of in-person surveys is the reluctance of potential respondents to stop their current activity and answer questions. Furthermore, people may not feel comfortable sharing private or personal information during a face-to-face conversation.

Electronic surveys are sent or collected through digital means and is an opportunity that can be added to any of the above methods as well as some new delivery options. Surveys can be sent through email, and respondents can either reply to the email or open a hyperlink to an online survey (see Figure 6.7 ). Additionally, a letter can be mailed that asks members of the survey sample to log in to a website rather than to return a mailed response. Many marketers now use links, QR codes, or electronic devices to easily connect to a survey. Digitally collected data has the benefit of being less time intensive and is often a more economical way to gather and input responses than more manual methods. A survey that could take months to collect through the mail can be completed within a week through digital means.

Design the Sample

Although you might want to include every possible person who matches your target market in your research, it’s often not a feasible option, nor is it of value. If you did decide to include everyone, you would be completing a census of the population. Getting everyone to participate would be time-consuming and highly expensive, so instead marketers use a sample , whereby a portion of the whole is included in the research. It’s similar to the samples you might receive at the grocery store or ice cream shop; it isn’t a full serving, but it does give you a good taste of what the whole would be like.

So how do you know who should be included in the sample? Researchers identify parameters for their studies, called sample frames . A sample frame for one study may be college students who live on campus; for another study, it may be retired people in Dallas, Texas, or small-business owners who have fewer than 10 employees. The individual entities within the sampling frame would be considered a sampling unit . A sampling unit is each individual respondent that would be considered as matching the sample frame established by the research. If a researcher wants businesses to participate in a study, then businesses would be the sampling unit in that case.

The number of sampling units included in the research is the sample size . Many calculations can be conducted to indicate what the correct size of the sample should be. Issues to consider are the size of the population, the confidence level that the data represents the entire population, the ease of accessing the units in the frame, and the budget allocated for the research.

There are two main categories of samples: probability and nonprobability (see Figure 6.8 ). Probability samples are those in which every member of the sample has an identified likelihood of being selected. Several probability sample methods can be utilized. One probability sampling technique is called a simple random sample , where not only does every person have an identified likelihood of being selected to be in the sample, but every person also has an equal chance of exclusion. An example of a simple random sample would be to put the names of all members of a group into a hat and simply draw out a specific number to be included. You could say a raffle would be a good example of a simple random sample.

Another probability sample type is a stratified random sample , where the population is divided into groups by category and then a random sample of each category is selected to participate. For instance, if you were conducting a study of college students from your school and wanted to make sure you had all grade levels included, you might take the names of all students and split them into different groups by grade level—freshman, sophomore, junior, and senior. Then, from those categories, you would draw names out of each of the pools, or strata.

A nonprobability sample is a situation in which each potential member of the sample has an unknown likelihood of being selected in the sample. Research findings that are from a nonprobability sample cannot be applied beyond the sample. Several examples of nonprobability sampling are available to researchers and include two that we will look at more closely: convenience sampling and judgment sampling.

The first nonprobability sampling technique is a convenience sample . Just like it sounds, a convenience sample is when the researcher finds a group through a nonscientific method by picking potential research participants in a convenient manner. An example might be to ask other students in a class you are taking to complete a survey that you are doing for a class assignment or passing out surveys at a basketball game or theater performance.

A judgment sample is a type of nonprobability sample that allows the researcher to determine if they believe the individual meets the criteria set for the sample frame to complete the research. For instance, you may be interested in researching mothers, so you sit outside a toy store and ask an individual who is carrying a baby to participate.

Collect the Data

Now that all the plans have been established, the instrument has been created, and the group of participants has been identified, it is time to start collecting data. As explained earlier in this chapter, data collection is the process of gathering information from a variety of sources that will satisfy the research objectives defined in step one. Data collection can be as simple as sending out an email with a survey link enclosed or as complex as an experiment with hundreds of consumers. The method of collection directly influences the length of this process. Conducting personal interviews or completing an experiment, as previously mentioned, can add weeks or months to the research process, whereas sending out an electronic survey may allow a researcher to collect the necessary data in a few days. 13

Analyze and Interpret the Data

Once the data has been collected, the process of analyzing it may begin. Data analysis is the distillation of the information into a more understandable and actionable format. The analysis itself can take many forms, from the use of basic statistics to a more comprehensive data visualization process. First, let’s discuss some basic statistics that can be used to represent data.

The first is the mean of quantitative data. A mean is often defined as the arithmetic average of values. The formula is:

A common use of the mean calculation is with exam scores. Say, for example, you have earned the following scores on your marketing exams: 72, 85, 68, and 77. To find the mean, you would add up the four scores for a total of 302. Then, in order to generate a mean, that number needs to be divided by the number of exam scores included, which is 4. The mean would be 302 divided by 4, for a mean test score of 75.5. Understanding the mean can help to determine, with one number, the weight of a particular value.

Another commonly used statistic is median. The median is often referred to as the middle number. To generate a median, all the numeric answers are placed in order, and the middle number is the median. Median is a common statistic when identifying the income level of a specific geographic region. 14 For instance, the median household income for Albuquerque, New Mexico, between 2015 and 2019 was $52,911. 15 In this case, there are just as many people with an income above the amount as there are below.

Mode is another statistic that is used to represent data of all types, as it can be used with quantitative or qualitative data and represents the most frequent answer. Eye color, hair color, and vehicle color can all be presented with a mode statistic. Additionally, some researchers expand on the concept of mode and present the frequency of all responses, not just identifying the most common response. Data such as this can easily be presented in a frequency graph, 16 such as the one in Figure 6.9 .

Additionally, researchers use other analyses to represent the data rather than to present the entirety of each response. For example, maybe the relationship between two values is important to understand. In this case, the researcher may share the data as a cross tabulation (see Figure 6.10 ). Below is the same data as above regarding social media use cross tabulated with gender—as you can see, the data is more descriptive when you can distinguish between the gender identifiers and how much time is spent per day on social media.

Not all data can be presented in a graphical format due to the nature of the information. Sometimes with qualitative methods of data collection, the responses cannot be distilled into a simple statistic or graph. In that case, the use of quotations, otherwise known as verbatims , can be used. These are direct statements presented by the respondents. Often you will see a verbatim statement when reading a movie or book review. The critic’s statements are used in part or in whole to represent their feelings about the newly released item.

Infographics

As they say, a picture is worth a thousand words. For this reason, research results are often shown in a graphical format in which data can be taken in quickly, called an infographic .

Check out this infographic on what components make for a good infographic. As you can see, a good infographic needs four components: data, design, a story, and the ability to share it with others. Without all four pieces, it is not as valuable a resource as it could be. The ultimate infographic is represented as the intersection of all four.

Infographics are particularly advantageous online. Refer to this infographic on why they are beneficial to use online .

Prepare the Research Report

The marketing research process concludes by sharing the generated data and makes recommendations for future actions. What starts as simple data must be interpreted into an analysis. All information gathered should be conveyed in order to make decisions for future marketing actions. One item that is often part of the final step is to discuss areas that may have been missed with the current project or any area of further study identified while completing it. Without the final step of the marketing research project, the first six steps are without value. It is only after the information is shared, through a formal presentation or report, that those recommendations can be implemented and improvements made. The first six steps are used to generate information, while the last is to initiate action. During this last step is also when an evaluation of the process is conducted. If this research were to be completed again, how would we do it differently? Did the right questions get answered with the survey questions posed to the respondents? Follow-up on some of these key questions can lead to additional research, a different study, or further analysis of data collected.

Methods of Quantifying Marketing Research

One of the ways of sharing information gained through marketing research is to quantify the research . Quantifying the research means to take a variety of data and compile into a quantity that is more easily understood. This is a simple process if you want to know how many people attended a basketball game, but if you want to quantify the number of students who made a positive comment on a questionnaire, it can be a little more complicated. Researchers have a variety of methods to collect and then share these different scores. Below are some of the most common types used in business.

Is a customer aware of a product, brand, or company? What is meant by awareness? Awareness in the context of marketing research is when a consumer is familiar with the product, brand, or company. It does not assume that the consumer has tried the product or has purchased it. Consumers are just aware. That is a measure that many businesses find valuable. There are several ways to measure awareness. For instance, the first type of awareness is unaided awareness . This type of awareness is when no prompts for a product, brand, or company are given. If you were collecting information on fast-food restaurants, you might ask a respondent to list all the fast-food restaurants that serve a chicken sandwich. Aided awareness would be providing a list of products, brands, or companies and the respondent selects from the list. For instance, if you give a respondent a list of fast-food restaurants and ask them to mark all the locations with a chicken sandwich, you are collecting data through an aided method. Collecting these answers helps a company determine how the business location compares to those of its competitors. 17

Customer Satisfaction (CSAT)

Have you ever been asked to complete a survey at the end of a purchase? Many businesses complete research on buying, returning, or other customer service processes. A customer satisfaction score , also known as CSAT, is a measure of how satisfied customers are with the product, brand, or service. A CSAT score is usually on a scale of 0 to 100 percent. 18 But what constitutes a “good” CSAT score? Although what is identified as good can vary by industry, normally anything in the range from 75 to 85 would be considered good. Of course, a number higher than 85 would be considered exceptional. 19

Customer Acquisition Cost (CAC) and Customer Effort Score (CES)

Other metrics often used are a customer acquisition cost (CAC) and customer effort score (CES). How much does it cost a company to gain customers? That’s the purpose of calculating the customer acquisition cost. To calculate the customer acquisition cost , a company would need to total all expenses that were accrued to gain new customers. This would include any advertising, public relations, social media postings, etc. When a total cost is determined, it is divided by the number of new customers gained through this campaign.

The final score to discuss is the customer effort score , also known as a CES. The CES is a “survey used to measure the ease of service experience with an organization.” 20 Companies that are easy to work with have a better CES than a company that is notorious for being difficult. An example would be to ask a consumer about the ease of making a purchase online by incorporating a one-question survey after a purchase is confirmed. If a number of responses come back negative or slightly negative, the company will realize that it needs to investigate and develop a more user-friendly process.

Knowledge Check

It’s time to check your knowledge on the concepts presented in this section. Refer to the Answer Key at the end of the book for feedback.

• Defining the problem
• Developing the research plan
• Selecting a data collection method
• Designing the sample
• you are able to send it to all households in an area
• it is inexpensive
• responses are automatically loaded into the software
• the data comes in quickly
• Primary data
• Secondary data
• Secondary and primary data
• Professional data
• It shows how respondents answered two variables in relation to each other and can help determine patterns by different groups of respondents.
• By presenting the data in the form of a picture, the information is easier for the reader to understand.
• It is an easy way to see how often one answer is selected by the respondents.
• This analysis can used to present interview or focus group data.

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The Essential Guide to Doing Your Research Project

Student resources, chapter 7: designing a research plan.

A.    Checklist for Assessing Practicality

By running through the following questions, you can quickly assess the practicality of your methodological plan:

1.    Do you have/can you develop necessary expertise?

Interviewing, observing, theorizing, surveying, statistical analysis – various methods of data collection and analysis will require certain skills. And while you can develop new skills, time / interest can be an issue. Remember - competence is not a luxury. Your skills or lack thereof, will affect the quality of the data you collect and the credibility of the findings you generate.

2.    Is your method ethical? Is it likely to get required ethics approval?

A clear criterion of any research design is that it is ethical; and ethicality is likely to be audited by an ethics committee. If a study calls for interaction with people, it will often require formal workplace and/ or university ethics committee approval. Ethical studies take responsibility for integrity in the production of knowledge and ensures that the mental, emotional, and physical welfare of respondents is protected.

3.    Do you have required access to data?

A major challenge for researchers is gaining access to data. Whether you plan to explore documents, conduct interviews or surveys, or engage in observation, the best-laid plans are worthless if you can’t find a way to access people, places and/ or records.

4.    Is your time frame realistic?

If you have not given yourself long enough to do what your design demands, you are likely to: miss deadlines; compromise your study by changing your methods mid-stream; do a shoddy job with your original methods; compromise time that should be dedicated to other aspects of your job/ life; or finally, not completing your study at all.

5.    Do you have required financial/organizational support?

Whether you need to cover the cost of materials, postage, transcription etc., or the cost of bringing in a professional researcher to help with data collection or analysis, you will need finances. It is important to develop a realistic budget for your study. Research into any problem, no matter how worthy, will not be practical, or in fact, possible if you can’t cover costs. Also make sure that, if appropriate, you have organizational support for time to be dedicated to your project. Not being able to find time can be as debilitating to your study as not being able to find money.

B.    Checklist for Fundamental Methods Questions

-  Who do you want to be able to speak about?

-  Who do you plan to speak to/observe?

-  What is the physical domain of your sample?

-  Are settings relevant to the credibility of your methods?

-  How do your methods fit into your time frame?

-  Is timing relevant to the credibility of your methods?

-  How will I collect my data?

-  How will I implement my methods?

-  What will you look for/what will you ask?

How to write a Research Proposal: Components of a research proposal

Components of a research proposal.

• Useful videos
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• Sage Research Methods LibGuide This link opens in a new window
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Research proposals differ in terms of their presentation depending on what each University department requires. In other words, there is no set template  for a research proposal. Please contact your lecturer regarding the format you are expected to use for your research proposal.Thus, the components of a research proposal include, but are not limited to those mentioned in this guide.

1. The title

Try to come up with a title that is unique and at the same time easy to remember. It should also make a lasting impression to the reader and make them want to come back and read your proposal.  The title must also capture the main concepts of the study . As the research process is lengthy, it is   important that you choose a topic that you are   so curious about  that you remain motivated for the duration of the research process.  Select a topic that you will be able to complete within the time frame that you have for your research. 

3. The background

The background to the topic of your intended research must be clear and precise. It must not only include an in-depth explanation of the key points of your subject but also all the developments in the field as well as their timelines . The researcher must also explain the compelling interest in the research issue as well as the personal interest (if any) in the topic. This section must also indicate the specific area within which the topic falls in your particular field of study or subject . Aslo, how will the proposed study contribute to a particular field? In other words, the impact and the significance in a subject area must be clearly outlined. The target audience must also be clearly described.

5. Objectives of the research

It is important that the objectives are in alignment with the research questions. The objectives must indicate what the aim of the research study is.  In fact, objectives give you a clear indication of the steps that you will take to achieve the aim of the research. The objectives must be specific, measurable, achievable, relevant and time-bound.

7. Literature review

Collect and present relevant literature on your topic of choice. It is important to include all the main authors or experts in a particular field.  Depending on your field of study or topic, ensure that you include recent literature as well as literature that presents counterarguments to the topic. The justification for the study needs to based on existing literature. Click here for more information on how to write a literature review.

8. Limitations and delimitations of the study

The researcher must indicate the limitations of the study which are what the researcher cannot do or factors that are beyond the researcher's control, as well as delimitations that the researcher chooses not to address for the purposes of the study. Delimitations are boundaries that the researcher has set for the study. The r easons  both for limitations and delimitations must be discussed in this section.

10. Work plan

Your schedule for the research must be stated clearly including the projected timelines for the various stages of your study.

11. Bibliography

All the sources that you have used for your proposal must be listed in alphabetical order using a referencing style that your lecturer has prescribed for your subject field.

Click here for more information on the various reference styles.

2. Introduction to the research

This section of the proposal must provide a broad overview of the topic. The jargon and key terms used in the particular topic must also be thoroughly explained in order to avoid confusion. The interest of the researcher in the particular topic must also be clearly outlined while at the same time mentioning, albeit briefly at this point, a critical review of the main literature that covers the topic.  The researcher must also provide the aim of the research by clearly and concisely stating the problem,  as well as the research questions to be dealt with.  This section must also indicate what the research study will not be covering .

4. The research questions

The research questions must state clearly what your proposed study is meant to address or answer. Ensure that you use simple language that is easy to understand, while being cognisant of the level of  your intended audience . 

6. Research methodology / research methods

This section outlines the approach which the researcher will follow in order to address the research problem and to answer all the research questions from the researcher. The research design must be clearly defined, e.g., is the research  Descriptive, Correlational, Causal-Comparative/Quasi-Experimental, Experimental, Diagnostic or Explanatory.

State clearly

• how the research will be conducted in terms of the theoretical resources that will be used
• the theoretical framework for conducting the research, which is the theoretical approach drawn from your literature review to support your research study
• proposed research method(s)
• a comparison of the advantages, limitations and suitability of the available approaches and methods for conducting your research
• participants, instruments, procedure, analysis, etc.

Research design

Selecting the approach to use

Research approach

Research design and methodology

Importance of research

Attributes of a good research scholar

Summary of different research methodologies

9. Significance of the research

The researcher must provide justification for the need to conduct the study. What is the gap that the study will fill, and what is its contribution to the  existing body of knowledge? The originality and importance of the research which will be  level appropriate, must be clearly described, for instance, the required level of originality for a fourth year research project is different to that of a doctoral candidate. 

The impact of the study for the subject field must be indicated. In other words, how will the research improve the field, who will it impact, how will it make changes in your industy or field etc.? Lastly, the proposed resaerch must be relatable , interesting and engaging .

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Quiz 4: Preparing and Evaluating a Research Plan

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Research and innovation menu, research and innovation, research plan content.

• When drafting the  Research Plan , follow the format and use the section headings (i.e. A – I) provided below, refer to the bulleted items for section content.
• For each section, this guidance includes a description of why the information is important for IRB review ( in italics ).

A.  Introduction and Background

In reviewing the protocol, the IRB must consider the rationale for the study and the importance of the knowledge that may reasonably be expected to result.

Briefly  summarize the nature, scientific or scholarly rationale and significance of the proposed study and any relevant background information on the topic. Explain the relevance of the study to previous and/or continuing work in the field. Discuss why novel inquiry is necessary. If there is a gap in knowledge, explain how it is anticipated that this research will address the gap. If this research is intended to replicate previous research, provide rationale.

B.  Specific Aims/Study Objectives

The IRB must evaluate the objectives of the research in order to determine whether the risks to participants are reasonable in relation to the importance of the knowledge that may be gained.

• Clearly  outline the specific research question(s). Include the study objective(s) and/or hypothesis.

C.  Methods, Materials, and Analysis

The study design, methods and procedures must be adequately described in order for the IRB to understand all activities in which human subjects will participate. The IRB must also be able to differentiate those procedures that are performed for research purposes from those that are performed for routine care or evaluation.

NOTE: The focus of this section is on methods and procedures. Risks must be discussed later in Section G.

Describe the study design and research methods used to meet the study aims and objectives stated above (e.g., on-line survey, open ended interview, randomized controlled trial, participant observation, field based research, lab/task based, etc.).

If there will be multiple groups of participants completing different sets of activities/tasks, clearly delineate the activities to occur for each group.

Describe in chronological order all research activities/procedures involving participants. This should walk the reader step-by-step through the research activities and include a description of the research procedures and instruments.

Include the title and descriptions of any measures, questionnaires, tasks, tests, and/or procedures. Titles need to be used consistently throughout the description(s).

The description must include whether these are standardized in the field or designed for this specific study.

Depending on the complexity or number of procedures, consider inserting a table or attaching an inventory list of measures or questionnaires as an appendix.

If the research involves any procedures typically used in a biomedical/clinical setting and/or administration of medications (e.g., blood draw, ultrasound, MRI, x-rays/radiographs, etc.) include the following:

The justification for the use of the procedures.

The dosage.

The qualifications of study personnel to conduct the procedures.

If research will be conducted at the  Lewis Center for Neuroimaging (LCNI),  the investigator will need to work with the LCNI director to ensure research procedures are in line with their standard operating procedures. The Research Plan will need to reference the established LCNI SOP in the Research Plan.

If using deception, discuss the related activities, what that deception entails, and when and how the debriefing process will occur.

Include an estimate of the time each participant will spend completing the activities (in minutes or hours), the number of sessions the participant will engage in, and the total length of participation (in days, weeks, months, or years) from the beginning to the end of the study.

If follow-up with participants is planned, discuss the procedures and under what circumstances follow-up will occur.

Describe the methods of data collection and recording that will be utilized in the study (e.g., hand-written notes, survey platform, computer programs, videotapes, audiotapes, photographs, etc.).

Describe the specific locations where the activities will be conducted (i.e., in what labs, clinics, field sites, or online platforms will the procedures occur?). The investigator must determine if additional local, State and/or international policies and regulations are applicable to the research and include this information in the Research Plan.

Explain how the data will be analyzed/studied (i.e., quantitatively or qualitatively and what statistical tests are planned), how the interpretation will address the research questions, and how the research will be disseminated.

Describe how the data will be reported (e.g., aggregated, anonymously, pseudonyms for participants, etc.).

D.  Research Population, Recruitment Methods, & Compensation

In order to approve research, the IRB must determine that the selection of participants is equitable and reasonably related to the purpose and aims of the research. The IRB must also consider whether adequate safeguards are in place to minimize any risks that are unique to vulnerable populations (e.g., pregnant women, fetuses, children, prisoners, cognitively impaired persons, etc.). To make this determination, the IRB must review all methods and materials used to contact and recruit potential participants, including letters, flyers, emails, etc.

1.  Participant Population

Describe the participant population:

Provide the rationale for including the participant population. When including any vulnerable populations in the study (e.g., children, prisoners, pregnant women, fetuses, etc.) explain why inclusion of this population is necessary to accomplish the research aims.

List the inclusion criteria such as age range, race or ethnicity, gender, language and literacy, etc.

List the exclusion criteria and rationale.

Address whether or not participants are fluent in English and/or if any of the study activities (i.e. recruitment, consent, assessments, etc.) will be carried out in a language other than English.

Describe how the research team member(s) are fluent in the language of the participants or if a translator will be used.

Describe how materials will be presented in the language understandable to participants (e.g. will translated materials be used?). If there is no written language, state this and explain translation.

Discuss the number of participants needed for the project including the following:

Provide the targeted number of individuals to be included in the research. If more than one group, provide numbers needed for each group and total number for the entire project. Ranges are acceptable (e.g. 20-25 individuals, survey distributed to 200 people and expected 65% response rate).

Provide rationale for targeted numbers.

2.  Recruitment Methods

Describe the process and/or method by which participants will be recruited for the research, including the following:

When and how will each step of recruitment occur (i.e., initial contact, introductions, follow-ups, etc.)?

Describe how the participant population is accessed. Discuss relevant permissions (e.g., access to listservs, online databases, etc.).

State any recruitment materials that will be used, such as advertisements, flyers, or verbal scripts. If there are no written recruitment materials, explain.

Explain which research roles (e.g., PI, Research Assistant, etc.) will recruit participants and how they will be trained.

Describe any screening tests and/or procedures that will be used to ensure that potential participants are eligible to participate.

If any part of the recruitment procedures involves a language other than English describe any differences in the recruitment procedures for non-English speaking participants.

For research involving treatment (e.g. behavioral intervention, drug or device studies, etc.):

Describe how research treatment will be distinguished from regular treatment.

Indicate whether the individuals who will recruit participants have provided or will provide treatment or care to the prospective participants. If treatment providers also have a role in the research, describe measures to avoid or diminish undue influence.

3.  Compensation/Reimbursement

If there is the possibility that there will be costs to the participant or to a third party (e.g., an insurer), identify the specific expenses (e.g., drug tests, procedures, hospitalization, travel, etc.) and provide a justification for those costs.

If participants are to receive compensation for their time, please describe the following or simply state no compensation will be offered:

The amount and nature of the compensation (e.g., cash, gift card, course credit, etc.).

Explain how and when compensation will be provided, including payment schedules, whether or not compensation will be reduced if the participant does not complete all activities in the study, and how any proration will occur.

Explain how the method and amount of compensation is appropriate for the participant population and study activities (e.g., based on time commitment, number of study visits, travel expenses, age of participant population, etc.).

E. Informed Consent Process

Informed consent is a process, not just a form and obtaining informed consent is a central protection for human participants. The IRB must ensure the informed consent process clearly discloses and facilitates the understanding of all information needed to make an informed decision to participate while promoting the voluntariness of participation.

Below are the key components of the informed consent process. In some cases it may be appropriate to seek a  waiver or alteration of informed consent or a waiver of documentation of informed consent  from the IRB.

1.  Informed Consent Process

Describe the informed consent process, including:

How the required  elements of informed consent  will be conveyed to participants (i.e., informed consent document, verbal script, online statement, letter, etc.).

Where and when the informed consent process will take place (i.e., in-person in private room, phone, etc.).

Any cultural considerations (e.g., tribal or group permission requirements, age of majority, technological limitations, etc.).

Steps that will be taken to ensure voluntary participation and to minimize the possibility of coercion or undue influence.

Which research roles (e.g., PI, Research Assistant, etc.) will conduct the consent process and how that person will be trained (e.g. previous experience or related training, one-on-one training with PI, etc.).

If multiple participant groups or consent procedures are to be included, these need to be clearly delineated.

In certain circumstances, the IRB may approve a consent process which does not include, or which alters, some or all of the elements of informed consent or waive the requirements to obtain informed consent. See the RCS  Waiver or Alteration of Informed Consent Guidance  for the criteria that must be met and information that must be included in this section to request consideration of a waiver or alteration of informed consent by the IRB.

2.  Facilitate Understanding

Describe how the investigator will ensure that the participants understand all aspects of their involvement in the research (i.e., will participants be asked questions about the procedures, or encouraged to ask questions?).

Describe any special provisions for individuals who might have trouble comprehending the consent information.

If any participants do not speak English, describe:

Whether or not the researcher is fluent in the language.

Whether or not and how a translator will be used.

Whether or not translated consent materials will be used.

Whether or not there are any differences in the consent process for different populations based on the language they speak.

Describe the process by which the investigator will ensure ongoing consent.

3.  Documentation

Describe how the researcher plans to document that each participant has provided informed consent and/or assent.

In certain circumstances, the IRB may waive the requirement to obtain a signed consent form based on specific criteria. See the RCS  Waiver or Alteration of Informed Consent Guidance  for the criteria that must be met and information that must be included in this section to request consideration of a waiver of documentation from the IRB.

4.  Additional Considerations

     If the research involves:

Minors (those under the age of majority) or individuals of diminished capacity:

Describe the capacity of the participant and their ability to assent.

Describe how assent to participate will be obtained and documented.

If a  waiver of assent or waiver of assent documentation  is being requested, provide justification.

Explain how the permission of the parent(s), guardian(s), or legally authorized representatives will be obtained and documented.

If a waiver of permission or waiver of permission documentation is being requested, provide justification.

Explain how participants will be deceived and why it is necessary for the study.

Deception is an alteration of informed consent; provide justification for how the use of deception meets the criteria for alteration of informed consent. See the RCS  Waiver or Alteration of Informed Consent Guidance  for the criteria that must be met and information that must be included in this section to request consideration of a waiver or alteration of informed consent by the IRB.

Describe the debriefing process and provide a script.

Protected Health Information:

If the research involves the use of  protected health information  from a covered entity (including those listed on the  UO Hybrid Entity Status and Documentation of HIPAA Covered Components declaration ), describe how authorization from participants to access and use their information will be obtained (i.e., signed HIPAA form).

If requesting a waiver of authorization, see the  HIPAA waiver  guidance for the criteria that must be met. Justification for how the criteria are satisfied must be included in this section.

Clinical Trials:

For a study that meets the definition of a clinical trial, one IRB approved informed consent form used to enroll subjects must be posted on a publicly available Federal Web site that has a repository for such informed consent forms. More information about the posting requirement and definitions can be found on our website here .

Describe in this section of the Research Plan where the consent form will be posted and acknowledge the required timeframe for posting (e.g., clinicaltrials.gov or the regulations.gov document portal ).  NOTE: the investigator will be responsible for demonstrating at the time of continuing review, progress reporting, and/or closure of the study that this requirement has been satisfied.

F.  Participant Privacy, Data Disposition, and Data Confidentiality

In order to approve research, the IRB must determine that there are adequate provisions in place to protect the privacy of subjects and maintain the confidentiality of research records and data collected.

1.  Privacy

Describe the steps that will be taken to promote the protection of participants’ privacy. Consider the following:

The methods used to identify and contact potential participants.

The settings in which an individual will be interacting with an investigator.

The appropriateness of all personnel present for research activities.

The methods used to obtain information about participants.

The sensitivity of the requested information:

In relation to the potential privacy risks of the information.

In relation to options for participants to disclose identity.

Privacy guidelines developed by relevant professional associations and scholarly disciplines (e.g., oral history, anthropology, psychology).

Steps to ensure access to the minimum amount of information necessary to complete the study.

Information that is obtained about individuals other than the “target participants,” and whether such individuals meet the regulatory definition of “human participant” (e.g., a participant provides information about a family member for a survey).

Describe what personal or identifiable information will be obtained to facilitate the research and as part of data collection. If participant data will be collected without identifiers, please state this.

2.  Data Disposition

Describe what data will be collected, including identifiable information and audio/video/digital recordings or photos. In addition, consider the following:

Any other information collected to facilitate the research (i.e., contact information for recruitment).

Any exiting data and its disposition (i.e. obtaining data from another source coded, or identifiable etc.).

3.  Confidentiality

Describe the steps that will be taken to secure data and/or specimens for the research:

Describe if participants’ private information will be coded (i.e., identifying information has been replaced with a number, pseudonym, etc.), include:

How the key to decipher the code (i.e., list linking participants’ names with pseudonyms or participant number) will be stored?

Who will have access to the code key?

If, how, and why the code key will be retained.

If participant identities will be disclosed as a result of this research (e.g., attributing a direct quote, etc.), provide:

Justification for appropriateness of direct identification.

Parameters for disclosure (e.g., will participants be allowed to review prior to dissemination).

How permissions from participant will be solicited including any restrictions.

 Describe storage and transfer including:

How the data will be collected and stored, including format (e.g., audio/video recordings or photographs, hard or electronic copy,  identifiable  or  de-identified ).

Security during transmission and sharing between researchers and participants.

Who will have access to data (e.g., training of staff, authorization of access).

How long the records will be kept after the study is completed.

The security of the area where data will be stored (e.g., locked office, password protected computer, encryption, firewalls, virus detection, etc.).

Describe any intent for future use of data beyond this research including:

If other researchers will be permitted access/use the data.

How data will be maintained and stored.

How participant permissions for the future use will be obtained and tracked.

If seeking a Certificate of Confidentiality through NIH, this needs to be stated.

G. Potential Research Risks and Discomforts to Participants

In order to approve the research, the IRB must consider the risks posed to participants by the research and any efforts to mitigate those risks. The IRB needs to determine that the risks have been both minimized and are reasonable in relation to the anticipated benefits to participants as well as to the importance of the knowledge that may be gained. The IRB will also consider whether the informed consent process provides potential participants with an accurate and fair description of the risks or discomforts.

Describe any reasonably foreseeable risks of harm or discomforts for individuals and/or groups that may result from participation in the research. While risks associated with participation may not be expected, most protocols carry some risk. Consider the following:

Information risks (e.g., loss of privacy and/or breach of confidentiality).

Psychological or emotional risks (e.g., fear, stress, confusion, guilt, loss of self-esteem, depression, triggering of past emotional experiences).

Social risks (e.g., social stigma, chance of being ostracized or shunned), economic risks (e.g., change in employment or insurability).

Physical risks or harms (e.g., fatigue, pain or discomfort, potential for injury, illness or disease, or death, side effects and contraindications of drugs or substances used in the research).

Legal risks (e.g., risk of prosecution, mandatory reporting).

Genetic privacy risk (e.g., stigmatization, self-stigmatization, limits to insurance coverage or employability, misattributed paternity, etc.).

For  each  identified risk, explain all of the following:

Likelihood of the risk occurring.

Magnitude of the effects the risk would have should they occur.

How the risk will be minimized.

How the risk will be disclosed in the informed consent process.

If the protocol involves treatment or intervention, describe the “standard of care” and describe how the risks of the research treatments or interventions compare.

When appropriate, describe any provisions for data and safety monitoring for the progress of the research and the safety of the participants.

 If there is a separate Data and Safety Monitoring Plan (DSMP), state this and attach.

If there is an established Data and Safety Monitoring Board/Committee (DSMB/C) to monitor the progress of the research and the safety of participants, clearly indicate this. The frequency and operations of the DSMB/C should be covered in the DSMP.

H.  Potential Benefits of the Research

In order to approve this research, the IRB must determine that the anticipated benefits to research participants and the knowledge researchers expect to gain are reasonable in relation to the potential risks.

Describe any anticipated benefits that may result from the research. Consider the following:

Direct benefits that may result from participation (e.g., psychological or emotional benefits, learning benefits, physical benefits, diagnostic or therapeutic benefits, etc.). If there are no direct benefits to participants, clearly state this.

Benefits to the general participant population.

General benefits of the research for society, science and humanity; potential generalizable knowledge.

NOTE: Compensation for participation is not a benefit and should not be included in this section.

I.  Investigator Qualifications, Roles, & Training

In order to approve this research, the IRB needs to determine that research personnel are adequately trained and knowledgeable regarding the study procedures and the protection of human research participants.

1.  Investigator Qualifications

Provide a brief description for all key research personnel (i.e., Principal Investigator, Faculty Advisor, Co-Investigators or any other research personnel with responsibility for study oversight and research design). Include all of the following:

Academic background.

Research experience.

Experience with the proposed participant population.

Experience with the proposed procedures and methodology.

For students, include any applicable coursework (e.g., research methodology courses).

2.  Roles and Research Duties

Describe the roles and the associated research activities/duties. For example, Research Assistants will consent participants and administer surveys.

Do not list individual names. Limit roles to Principal Investigator, Co-Investigator, Faculty Advisor, Research Assistant, and Project Coordinator.

3.  Training and Oversight

Describe how the study personnel will be adequately trained to conduct research activities in accordance with the approved protocol and in compliance with federal regulations and university policy.

Describe any specific training or expertise required for procedures proposed in this research. Explain all of the following:

Training standards or requirements that must be met.

Who will be providing the training?

How will the training be tracked/documented?

4.  Translator

If a translator will be used for any aspects of the research, provide the translator’s name and qualifications for translation (e.g. native speaker, student of the language, etc.).