I. Foreword The foreword mainly introduces the basic situation of the investigation project, which usually includes the title page, catalogue and introduction.
1, the title page generally occupies one page, including the following items:
(1) Title of investigation report
(2) the name of the unit entrusted to conduct market research.
(3) the name of the unit that implements the market research project.
(4) the name and unit of the person in charge of the market research project.
(5) The completion date of the market survey report.
2. Contents If the contents and pages of the investigation report are large, the main chapters and appendices divided in the report should be listed in the contents or indexes for the convenience of readers.
And indicate the title, relevant chapter number and page number. Generally speaking, the length of a table of contents should not exceed one page.
3. Introduction The introduction mainly expounds the basic situation of the subject, that is, according to the order of market research topics, it expounds the principles of selecting, evaluating, drawing conclusions and making suggestions on the original data of the survey.
It mainly includes three aspects:
First, briefly explain the purpose of the survey. That is, briefly explain the origin of the investigation and the reasons for entrusting the investigation.
Two, a brief introduction to the survey object and content, including time, place, object, scope, main points and questions to be answered.
Thirdly, the methods of investigation and research are briefly introduced.
Introducing the methods of investigation and research helps to convince people of the reliability of the investigation results, so we should briefly describe the methods used and explain the reasons for choosing the methods.
For example, whether to use sampling survey or typical survey, whether to use field survey or copywriting survey, these are generally the methods used in the investigation process.
In addition, the methods used in the analysis, such as exponential smoothing analysis, regression analysis and cluster analysis, should also be briefly described. If there is a lot of content, there should be a detailed technical report to explain and supplement it, and attach it to the annex of the last part of the market research report.
Second, the abstract is a brief introduction to the market survey results in simple and clear language, including market capacity, competition between products and competitors, advantages and disadvantages of products in consumers' minds, sales strategies of competitors, etc.
Comparison of advertising strategies between our company and competitors, factors affecting product sales, etc. In order to let the relevant personnel of the company quickly understand the basic results of market research and then decide to take corresponding measures.
It is a very important content in market survey reports, but it is often ignored in some survey reports.
Whatever the reason, ignoring the summary will damage the value of the investigation report.
Third, the text is the main part of the market survey and analysis report.
This part must accurately explain all relevant arguments, including the conclusion from the problem to the conclusion, the whole process of argumentation, the method of analyzing and studying the problem, all the survey results and necessary market information for market decision makers to think independently, as well as the analysis and comments on these situations and contents. Generally speaking, the text should include three parts: description of investigation methods, introduction of investigation results, conclusions and suggestions. 1. The description of investigation method shall include the following contents: (1) Investigation area. Explain the area where the survey was conducted and the reasons for choosing this area. (2) Respondents. Explain what kind of object sample to take for investigation. Usually refers to the sales target or potential target market of a product. (3) Sample size. The determination of the total number of selected samples and the sample size is a factor to be considered. (4) the structure of the sample. According to what sampling method, what is the sample structure after sampling and whether it is representative. (5) Methods of data collection. Whether it is interception or telephone interview, observation or experiment. (6) Implementation process and problem solving. How to carry out the investigation, what problems are encountered and how to deal with them. (7) Introduction by the interviewer. It should also briefly introduce the qualifications, conditions and training of the interviewers. (8) Data processing methods and tools. What tools and methods are used to analyze and statistically process the data? (9) the completion of the visit. Introduce the completion rate of the visit, and explain the unfinished part and the reason why the visit is invalid. The introduction of the survey results should be as concise as possible, and the methods and reasons used should be clear. 2. Findings Findings are report findings and statistical analysis data. The survey results should be consistent with the expected purpose of the survey. Generally speaking, it should include the following aspects. (1) Market sales and market share of products; (2) Respondents' reaction to products and advertisements; (3) target market structure and product characteristics; (4) the advertising strategies and characteristics of competitors; (5) The influence of price, packaging and advertising on sales. The description form of market survey results is usually tables or charts, and researchers must objectively describe the trends, relationships or laws implied in the data in the charts. Conclusion and suggestion The conclusion is to give a clear answer to the questions raised before the study in concise and clear language. The suggestion is to put forward specific requirements and improvement measures for the products and marketing methods of the enterprise according to the conclusions drawn from the investigation. In addition, various schemes should be put forward for the relevant personnel to choose from. At the same time, it is best to explain the expenses that may need to be paid, and make a reasonable forecast for the future market changes and the sales of the products of this enterprise. The conclusion part can sometimes be combined with the survey results, depending on the scale of the survey. Generally speaking, if the survey is small in scale and simple in content, conclusions and survey results can be merged. If the scale is relatively large and the content is relatively large, it should be written separately. It's better for the suggestions to be positive, that is to say, what concrete measures should be taken to achieve success or what existing problems should be dealt with. (6) Attachments refer to the parts that cannot be included or not mentioned in the text of the investigation report, but must be accompanied by explanations related to the text.
It is a supplement to the main report or a more detailed explanation.
Each attachment should be numbered in sequence. Accessories usually include:
(1) Access the outline
(2) Questionnaire survey
(3) Supplementary explanation of relevant details of sampling.
(4) Work schedule
(5) the source of the original data
(6) the original data chart obtained by investigation