The market research report can be described from three aspects. First of all, it can describe the purpose of the investigation report. Secondly, it describes the specific process and data of the survey. Thirdly, it describes the results and analysis of the investigation report.
Market research report 1
After nearly two months of questionnaire survey on housing consumers in Beijing, the large-scale questionnaire survey activity of "My own home is my master" launched by Zhujiang Real Estate on _ _ _ _ 65438+ 10/0/0 has come to an end. The newspaper got the statistical results of the questionnaire for the first time and announced it to the public. It is understood that the questionnaire of Zhujiang Real Estate was released at the same time in Beijing Youth Daily, Beijing Evening News, China TV News, Zhujiang Net and Focus Net, and Shang Ya Online Company was entrusted to make direct investment. This activity has been widely concerned by Beijing housing consumers. As of March 1, * * * has received nearly 20,000 questionnaires, and the effective rate is about 87%.
This questionnaire survey mainly focuses on regional and community environment, community planning and supporting, architecture and apartment type, property management and so on. It is a more comprehensive inquiry about the housing demand of Beijing consumers, and also fully demonstrates the development concept and service spirit of "Good Life in the Pearl River" that Pearl River Real Estate has always adhered to.
According to statistics, young people aged 30 to 45 account for 64% of the respondents. 4%, 29% have a monthly income of 3,000-5,000 yuan, 32% have a monthly income of 5,000-1 10,000 yuan, and 4% have a monthly income of more than110,000 yuan. Most young people between the ages of 30 and 45 already own commercial housing or other forms of self-owned housing. Most people in this age group have mature and stable careers and families. The commercial housing or housing reform they bought when they were young has reached the time of upgrading. With the opening of secondary and tertiary housing markets, their potential demand will be released; Besides, many people are currently renting apartments, and they will also consider buying real estate. The survey results show that.
1. The location preference of consumers choosing to buy houses is increasingly diversified, but Chaoyang District and Pan-cbd area are still hot areas.
Among the respondents, 49% want to live in Chaoyang District, 19% want to live in Fengtai District, 9% want to live in Tongzhou District and 23% want to live in other districts. Property buyers are most inclined to live in Chaoyang District for three reasons:
(1) is the main foreign activity area in Beijing. The determination of cbd planning scheme makes the regional characteristics of Chaoyang District clearer.
(2) Considering the advantages and disadvantages of the living environment, the Asian Games Village, Wangjing and its northern areas have excellent natural air environment, concentrated residential areas and good regional human environment;
(3) The opening of the East Fourth Ring Road, the opening of Guo Mao Bridge and Metro Line 8, and the start of the light rail subway in Tongzhou District have obvious regional traffic advantages.
In addition, more and more consumers are considering buying a house in Cheng Nan. The main reason is that Cheng Nan's housing prices are relatively cheap, and it is easier for buyers to choose a community with moderate price and high quality. At the same time, the continuous progress of Cheng Nan has also enhanced people's confidence in the region.
For the expectation of the surrounding environment of the community, many respondents chose two items at the same time. About 4 1% of the respondents expect to live in the third and fourth ring roads, 29% expect to live in the pan-cbd area, and 9% like rural scenery. It can be seen that the concept of loop line has changed in people's minds. The area that buyers prefer is no longer between the Second Ring Road and the Third Ring Road, but between the Third Ring Road and the Fourth Ring Road. At the same time, many people are willing to live in the pan-cbd area, mainly because the formation of cbd business core area makes the core residential area of the city move out.
2. Consumers pay more and more attention to the landscape environment of the community and like to live in a large community with a considerable scale.
5 1% of the respondents expect to live by the river, and 68% like waterscape gardens. It can be seen that living by the water and being close to nature are many people's living ideals, so waterscape rooms are naturally respected by buyers. Therefore, it is a wise choice for developers to interpret urban water culture by using natural water system or building artificial lakes, waterfalls, fountains and waterscape squares in the community.
Regarding the expectation of the community building environment, 32% of the respondents like the riverside tree-lined runway, 34% want to have an artificial lake, about 25% choose the riverside large-scale art square and the community axis square, and few people choose the community art center.
Regarding the ideal area of the community, 68% people think it is 300,000-500,000 square meters, about 15% choose 5- 1 10,000 square meters, about 9% choose 1 10,000 square meters or more, and only 5% choose less than 300,000 square meters. According to the general rule, if the community in the residential area is larger, residents will feel more comfortable living environment and more convenient life. Such as shopping, children's schooling, medical care, entertainment facilities and property management. Only when the community reaches a certain scale will these conditions be met at the same time. So most people choose 300- 1 10,000 square meters. But if the community is too large, it may be resisted by property buyers.
3. Community support is still an important consideration for consumers to buy a house, and the leisure and sports health functions of the community are increasingly prominent.
The results show that housing consumers have more demand for supporting public buildings in residential areas. The public facilities that housing consumers most want from the community are schools and kindergartens, clubhouse facilities and supermarkets. Other options, such as hospitals and health centers, are included in the questionnaire, so it is difficult to prioritize them. For the functional choice of clubhouse facilities, residential consumers have no obvious tendency between leisure and sports health care. As the health care function of hot springs is well known, 37% people want the club to have the health care function of hot springs. Swimming pools, tennis courts, outdoor tree-lined runways, basketball courts and table tennis courts are entertainment facilities in great demand for housing tenants, and 59% of them want to own swimming pools. Based on the further analysis of the income level of the respondents, we can see that the demand for public facilities is differentiated, and the demand for public facilities is different for residents of different income classes. Consumers with an income of 5000- 1 10,000 yuan have a high demand for facilities such as environment, leisure, entertainment and culture. Consumers with incomes below 5,000 yuan pay more attention to public facilities (such as schools and supermarkets) closely related to basic life.
Market research report 2
Internship time: June, 20____ 18—June 23, 20 _ _ _ _.
Internship location: Taiyuan yowza Home.
Internship: furniture market survey
Job Description: Questionnaires were distributed in high-end consumer places in Taiyuan, and high-consumption people were investigated to find out their preference for furniture and the ways to understand furniture stores, so as to provide basis for making overall marketing planning activities and placing advertisements for yowza Home Furnishing.
Text: In June, 20 _ _, organized by our school, our class had a six-day internship in yowza. The content of the internship is to investigate the high-consumption people in Taiyuan and understand their views on Taiyuan furniture store. We conducted a survey by distributing questionnaires. The whole class was divided into 6 groups, each group 10, and went to different high-end residential quarters and high-end consumer places for investigation.
This survey is a very good opportunity for me to learn, draw lessons from and analyze the teamwork ability with other members during the survey process, to understand the characteristics of the furniture industry, and to understand the personal consumption preferences, consumption habits, consumption levels and consumption trends of the target customers through the survey. Have a deeper understanding and research on the furniture industry. I hope that on the basis of our investigation and study, through further investigation and analysis, we can draw a meaningful conclusion, which will provide a basis for yowza home furnishing executives to formulate overall marketing planning activities and put in advertisements.
Thanks to the opportunities provided by the school, we have learned a lot of knowledge and broadened our horizons. Thank you for your help and concern along the way. With you, this research activity is more exciting and substantial for me. In more than half a month's investigation, we have gained a lot and felt deeply. Only through the tacit cooperation of the team can the investigation be successfully completed, thus realizing the importance of team spirit. No matter in the investigation or in the communication process of team members, we all need the cooperation of Qi Xin and Qi Xin, to overcome difficulties and brainstorm.
Someone once said, "If you haven't experienced a thing personally and practiced it, you can't appreciate its classics. Even if you have heard and seen it, what you have experienced is only superficial, and what you have experienced is only very subtle. " Without the on-the-spot investigation of this specialized course, we can't really feel the development and deficiency of the furniture industry. We should integrate these experiences into my future study and life. Through this investigation, we have a deep understanding of the furniture industry and met our research needs. This knowledge from outside books enriches us.
Market research report 3
Before advertising planning, the first step must be to understand, analyze and study the target market. Market research report, or market research report and market proposal, is an important element of advertising copy writing. People who read market research reports are generally busy business managers or heads of relevant institutions. Therefore, when writing a market research report, we should strive to be clear, concise, easy to read and understand.
1. The format of market research report generally consists of title, table of contents, overview, text, conclusions and suggestions, annexes, etc.
(1) title
The title, report date, entrusting party and investigating party should be printed on the title page.
With regard to the title, it is generally necessary to clearly and specifically express the surveyed unit and the survey content on the same page as the title, such as the _ _ _ _ _ household appliance market survey report. Some investigation reports also take the form of headlines and subheadings. Generally speaking, the headline expresses the theme of the survey, while the subtitle specifically indicates the units and problems of the survey. Such as: Survey Report on Jujube Readers in Consumers' Eyes.
(2) content
If the contents and pages of the investigation report are large, in order to facilitate readers' reading, the main chapters and appendices of the report should be listed in the form of a catalogue or index, and the title, relevant chapter numbers and page numbers should be indicated. Generally speaking, the length of a directory should not exceed one page. For example;
catalogue
1, survey design and organization implementation
2. A brief introduction to the composition of the respondents
3. Brief introduction of the main statistical results of the survey.
4. Comprehensive analysis
5, data summary table
6. Appendix
(3) Overview
The overview 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.
(4) Text
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.
(v) Conclusions and recommendations
Conclusions and suggestions are the main purpose of writing a comprehensive analysis report. This part includes a summary of the main contents put forward in the introduction and text, and puts forward some choices and suggestions on how to use proven measures and solve specific problems. Conclusions and suggestions should closely correspond to the text, and no conclusions without evidence or arguments without conclusive opinions should be put forward.
[6] Accessories
Attachment refers to the part of the investigation report that cannot be included or not mentioned in the text, but it must be accompanied by explanations related to the text. It is a supplement or a better explanation to the written report. Including data summary table, original materials, background materials and necessary technical reports, such as details of selected samples and copies of documents used in the investigation.
Second, the contents of the market survey report
The main contents of the market survey report are:
First, explain the purpose of the investigation and the problems to be solved.
Secondly, introduce the market background information.
Third, the method of analysis. Such as sample extraction, data collection, collation, analysis technology, etc.
Fourth, research data and its analysis.
Fifth, put forward arguments. That is, put forward your own views and opinions.
Sixth, demonstrate the basic reasons for putting forward opinions.
Seventh, put forward alternative suggestions, schemes and steps to solve the problem.
Eighth, predict possible risks and countermeasures.
Market research report 4
I. Purpose of the investigation
Nowadays, mineral water is a popular consumer product with huge market potential and many competitors. Facing the saturated mineral water industry in China, in order to explore new markets and tap the market for drinking natural mineral water, Evergrande Ice Spring conducted a systematic survey of college students by sampling, which enabled our company to seize the opportunity in this new market segment and win the favor of consumers.
Second, the survey object and content
① Investigation time:
② Working hours of investigation:
③ Survey location: Chengdu University of Technology
④ Survey object: students.
⑤ Education level: University
⑥ Survey scope: Students in Chengdu University of Technology (age 19~25 years old), regardless of major.
The main contents of this survey are: how do consumers know about products; What do consumers pay most attention to when buying products? Consumers know the channels of Evergrande Ice Spring; What do we need to promote? And what suggestions consumers have for Evergrande Ice Spring to occupy and develop new markets.
Third, the survey method
In view of the characteristics, habits and common investigation methods of college students, our group chose the simple and easy-to-understand market questionnaire to investigate and study college students, and looked up information on the Internet. Members of this group conducted a questionnaire survey in Chengdu University of Technology and visited supermarkets and retail stores near the college to ask about the situation. The survey was completed by our third group from questionnaire design, investigation to later data processing and technical analysis report. The survey date is 1 October 20 13 165438+5 working days, with a total of *** 14 questions, among which 13 multiple-choice questions,1questions. Generally speaking, there is little difference between male and female students in the consumption of mineral water, so we choose male and female students to investigate. Due to the limitation of conditions and time, we only selected some students to conduct targeted surveys. In order to ensure the authenticity and reliability of the survey results and minimize the errors caused by human factors, after the questionnaire was collected, we selected a certain proportion of questionnaires to test the survey results and abolished all unqualified questionnaires.
Fourthly, the analysis and judgment of survey data.
Structural changes of mineral water industry in China;
1980s-early 1990s-→ Tap water (boiled water)
From the early 1990s to the present-→ bottled water
(1) market potential
After our investigation, we found that the mineral water consumption market in our college is very large. Many students in modern times have the habit of buying water to drink. Most students have the habit of buying water after exercise, shopping and when they are thirsty. 35% college students like to try new taste mineral water. However, due to the large number of students in our college and strong consumption capacity, the market potential of mineral water consumed by the younger generation after 1990 is great.
According to the survey, most contemporary college students have the habit of drinking mineral water, and the number of people in this range accounts for 69% of the total survey. The purchase price is 1
(2) Understand the channels of products
The survey found that when consumers consume mineral water, they receive a relatively large proportion of TV advertisements and online advertisements, and 72% of the students interviewed don't know much about Evergrande Ice Spring, a new type of natural mineral water. Therefore, enterprises should increase publicity in TV advertisements, attract consumers with innovative advertisements and deepen consumers' loyalty to their products.
The survey results of brand products show that both company awareness and brand awareness need to be improved. In order to improve the visibility of enterprises and brands, publicity should be strengthened.
(3) the survey of consumers
In consumers' impression, mineral water mainly includes: comparison of similar mineral water products such as Yibao, Nongfu Spring and Master Kong.
Product name as a percentage of the total number of people surveyed (%). comment
Ipoh 82.5 has high reference value.
Nongfu Spring 64 can refer to Master Kong 3 1.5 Wahaha 19.5.
Ice dew 8
Other 7
Through the understanding of consumers' favorite brands, this paper discusses the moving points of these brands and the outstanding points of their planning. Only in this way can we make a scientific analysis and make our drinking water better and more suitable for the requirements of college students.
(4) The first question for consumers to buy.
The survey found that consumers are most worried about whether the quality of bottled mineral water in the market is natural mineral water. Consumers like to choose new flavors of mineral water, and the first feeling of goods is very important, which often determines the choice of consumers. Therefore, in this market with many competitors, it is necessary to occupy the drinking water of students.
In order to sell our products in the first market, we can't ignore the problems that consumers are most concerned about. We must win at the starting line. Consumers are generally concerned about good product quality, high brand awareness, favorable price and good bottle shape.
The issues that consumers are most concerned about when buying (from high to low): good quality, high brand awareness and favorable price (accounting for 87%, 1 1% and 57% of the total number of respondents respectively).
(5) Domestic product quality survey
According to the investigation, the mineral water industry in China is most worthy of consumers' confidence because it doesn't add too many raw materials. In our questionnaire survey, the quality choice even reached 87%.
In our mineral water industry, although consumers still want to improve the quality, I don't think it is necessary to invest heavily in quality, but should increase investment in other aspects, such as publicity and new product development. Because increasing investment in quality will not produce much benefit.
(6) Sales of local brands
The questionnaire data shows that consumers' understanding of Evergrande Ice Spring mineral water is not high. According to recent news reports, the national quality inspection department conducted a special supervision and sampling inspection of Nongfu Spring drinking mineral water, and found that the local products were unqualified. Therefore, Evergrande Ice Spring should intensify its propaganda in the mineral water market and strive to establish a better image in the eyes of consumers.
(7)SWOT strategic environment analysis (domestic as a whole)
① Strength: Good quality, abundant water sources, low cost, easy to carry and affordable.
The reasonable level of consumers, coupled with the large number of students, high consumption capacity, few courses, many sports enthusiasts, large mineral water consumption groups and considerable profits in our school.
(2) Weaknesses: The products are purchased frequently, and the quantity of each purchase is small, which leads to frequent purchases by sellers.
There are many employees and agents in the intermediate link, which causes waste. However, there are often few supermarkets in schools that operate exclusively, so it is difficult to reduce the price. The lack of supermarkets also brings inconvenience to consumers. Customers are sensitive to well-known brands. On-site promotion has little impact on consumers, and TV advertising costs are high. Not interested in Evergrande Ice Spring mineral water. (3) Opportunity: We can develop new products and design innovative packaging with the theme of green health.
Reduce intermediary agents and set up unmanned sales machines in schools. Enterprises can increase quality training for employees and improve service quality. Establish a good corporate image and product image.
④ Threat: There are many well-known brands. Other beverages have a certain impact on the mineral water industry.
Verb (abbreviation of verb) conclusion
Judging from the data of the questionnaire, there is little difference between men and women in their answers (attach the data of men and women's answers). After investigation, most students and consumers in our college have the habit of buying water to drink, which shows that Evergrande Ice Spring mineral water has a good market.
In all kinds of marketing planning, all kinds of strategies have great influence on products. After investigation, consumers are most affected by TV advertisements, so we should increase the capital investment in TV advertisements and the promotion strategy.
It has little effect on the sales of products and should be done less.
Enterprises should put the quality of products in the first place, because consumers pay attention to quality accounting for 87% of the respondents, so the quality of products must be good, and at the same time, we must do a good job in popularizing products. Consumers are often influenced by the popularity of products, because in the minds of most consumers, they all think that a well-known product is a psychological phenomenon of a good brand.
At present, the product popularity of Evergrande Ice Spring is not high enough, and people don't know about the mineral water products of Evergrande Ice Spring, which leads to less consumption of local mineral water by consumers, so there is a huge potential market to be developed.
Market research report 5
Investigation background analysis
With the rapid development of economy, people's living standards have been continuously improved, and the consumption hotspots of residents have been constantly shifted. People's consumption no longer pays attention to food and clothing, and gradually begins to consider enjoyment, spiritual consumption, self-development, face and social consumption. Under the influence of the development of market economy, today's consumption structure is increasingly colorful. The change of urban residents' consumption structure is mainly manifested in the enhancement of consumption power. Whoever can seize the hot spot of market consumption in the next five years will get a share in this highly competitive market.
Analysis of investigation purpose
In order to understand the consumption hotspots of Fujian urban residents in the next five years, our class conducted this market survey under the careful guidance of Mr. Wu and formed this report.
Investigation object analysis
Suitable for all kinds of people aged 20-65.
Investigation content analysis
Main survey contents: the proportion of household food expenditure to total income; The proportion of expenditure other than food expenditure in the total income in the current and next five years; Consumption in housing, education, medical care, transportation, etc. Current and future five years; The main factors of buying and not buying Fujian products; Annual household income and savings and their trends; Choice of investment loan.
Analysis of investigation methods
The oral questionnaire survey is mainly based on street interception, supplemented by online questionnaires.
Survey data analysis
As can be seen from the first pie chart above, 35% of the respondents' food expenditure accounts for 40%-60% of the total income. According to Engel's coefficient, the living standards of urban residents are mostly at the level of food and clothing or well-off. However, there are still 43% respondents whose Engel coefficient is higher than 60%, which needs attention.
From the second and third pictures above, we can easily see that the consumption structure of urban residents is rich and colorful, and the proportion of various consumption is close, but housing consumption is still outstanding. No matter now or in the next five years, people spend more on housing and decoration, and education expenditure ranks second.
The above is what Bian Xiao shared today, and I hope it will help everyone.