Please do it rapidly and correctly. Change and edit the exhibit part( You should respect the steps and thats all)

A marketing research (MR) proposal describes a plan for conducting and controlling a research project. It has an important function as the summary of the major decisions in the research process. The proposal typically covers all phases of the MR process, including cost and time estimates for the project -- an example proposal is in the 2nd page. As we haven't covered all relevant stages of the research process, you are expected to write a reduced version of the proposal. You may wish to use the following format: (1) Research Purpose: A statement of the marketing Decision/Managerial Problem (or opportunity) and corresponding Research Problem. This section should also provide the research questions. Research problem and questions together should provide information needed for the decision problem. (2) Research Design: A brief outline of the research design (exploratory, descriptive, or causal, or some combination thereof) should be specified and suitably justified. In addition, preliminary details should be provided about the following aspects of the project: (a) the kind of information to be obtained; (b) a brief review of the nature of the questionnaire with perhaps a few sample questions (exact questionnaire is NOT expected); (c) relevant target population / segment for the study (from which a sample will be used) (3) Data collection and analysis plan: This section discusses how the data will be collected, including the method of administering the questionnaire (phone, personal, electronic etc.) and a tentative plan for the data analysis to be conducted. (4) Time and cost estimates: The time schedule of the project should be presented. Cost estimates, if applicable, should also be presented here. Exhibit Low Salt Crackers Market Research Proposal Background: Our low-salt crackers now hold a share of 5.2% of total crackers market, providing $119.3M in sales in 2011. Low-salt crackers category is important for our business as it accounts for 23% of our brand sales. With the success of our low-salt crackers, other brands introduced similar products. In order to effectively defend and improve our low-salt crackers business against new competitive entries, a better understanding of consumers' usage of low-salt crackers and their attitudes is needed. Purpose: The general objective of this research is to better understand the low-salt crackers market. This objective pertains to the following decision and research problems. Decision Problem: How to effectively defend and enhance the market position for our low-salt crackers? Research Problem: What are the behavioral and attitudinal characteristics of low-salt cracker users? The research will attempt to answer the following specific research questions: What are the attitudes towards low-salt crackers? How price sensitive is the market? How can we describe the purchase and usage behavior of buyers? How is the market segmented in terms of usage? What demographic factors are best associated with product usage? Research Design: The research will be of descriptive nature. We will use a survey to obtain the relevant information. Survey will include questions regarding: purchase and usage behavior - demographic factors -evaluations and preferences for brands, as well as a measure of price sensitivity. Data Collection: In order to address the above marketing questions, it will be necessary to obtain a sample of users for each of the brands of interest -- a minimum 150 users (past 3 months) of each of the following low-salt brands: Krispy, Ritz, Town House, Wheat Thins, and Zestas. Screening questionnaires will be mailed to a nationally balanced sample of 18,000 panel member households. Within each household, one person, age 18 or older, will complete the questionnaire. Returns are expected from 12,600 individuals, with a response rate of 70%. A random sample of 1,000 of these respondents will be contacted for the main (second phase) the study. In the second phase, an extensive self-administered survey will be mailed to individuals having certain characteristics (i.e., category / specific brand usage) as identified in the screening phase. Analysis: Analysis will include standard cross-tabular analyses plus a number of multivariate statistical techniques in order to help answer the research questions. Cost and Time Limits: The cost for conducting the study as specified within this proposal will be $14,500 for the screener and $17,000 for follow-up and completion will be 12 weeks. a