Brief by name, brief by nature. What constitutes a good research brief from a client?
Nigel W.Dix Bardent Marketing Research Ltd, Cyprus
INTRODUCTION
The call for synopses for this conference posed the question 'What Constitutes a Good Research Brief from a Client?' The obvious and simple answer is that the brief should contain all the information necessary for the research supplier to design meaningful proposals for and perhaps ultimately carry out the study in hand.
According to Chambers Dictionary, the word 'brief' is defined as:
"... to prepare or instruct by giving a summary of ...