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.
About the title, generally need to
And the title on the same page, clearly and specifically describe the unit and content of the survey, such as "Harbin Household Appliances 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. For example, a research report on jujube readers in the eyes of consumers.
(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 and 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.
Reference format of product concepts and research reports
1. Product concept
Explain what the main function of the product is, how to develop the product, who buys and uses the product, and how to sell the product.
2. Market research
Explain the history and trend of market development, market aggregate and share statistics, etc.
3. Policy investigation
Investigate policies related to this product.
4. Investigation of similar products
Investigate the function, quality, price, main advantages and disadvantages of similar products.
5. Competitor survey
Investigate the market situation of competitors and their strength in R&D, sales, capital and brand.
6. User survey
Investigate some old and potential users and record their needs and suggestions.
Reference format of feasibility analysis report
1. Market analysis
(1) Analyze the development history and trend of the market and explain the development stage of the product in the market;
(2) Price analysis of this product and similar products;
(3) Statistics of the current market volume and the share of competitors, and analysis of the share of this product.
(4) Analyze the characteristics of product consumption groups, consumption patterns and factors affecting the market.
2. Policy investigation
(1) Analyze whether there is policy "support" or "restriction";
(2) Analyze whether there is "support" or "interference" from local governments (or other institutions).
3. Technical and time analysis
(1) Analyze this product from a technical point of view. "Can it be done?" "Are you doing well?" ;
(2) Is it too late to develop this product according to the normal operation mode and put it into the market?
(3) Can the personnel within the budget be in place in time?
(4) Can the hardware and software in the budget be in place in time?
4. Cost benefit analysis
(1) Estimated total cost;
(2) Estimated total income.
5. Situation analysis
(1) What are our advantages? How can we take advantage of these advantages?
(2) What are our weaknesses? How can we reduce the impact of these weaknesses?
(3) What opportunities does the market offer us? How do we seize these opportunities?
(4) What threatens our success? How can we effectively deal with these threats?
6. Others
Such as intellectual property analysis.
(1) Analyze whether there are some patents that will hinder the development and promotion of this product;
(2) Analyze whether the product can be protected by intellectual property rights and how to obtain it.