The content structure of a market research report generally consists of the following parts:
(1) Title of the market research report
The title is the title of the market research report. There are generally two forms of composition:
The title of the market survey report - a document-style title, which consists of the survey object and content, and the name of the language, such as "Survey Report on Rural Clothing Sales in the Province in 2002" 》. It is worth noting that in practice, market research reports are often simplified to "survey", which is also acceptable;
The title of the market research report - an article-style title, that is, a summary language form that directly explains the content of the survey or Topics, such as "Potential Purchasing Power Trends of Urban Residents in the Province". In practice, the titles of this type of market research report mostly adopt a double-topic (main and sub-topic) structure, which is more eye-catching and attractive. For example, "Competition is Today, Hope is Tomorrow - National Washing Machine User Questionnaire Analysis Report", "Where is the Market - Sanfeng Light Bus User Survey in Tianjin", etc.
(2) Introduction to the market research report
The introduction, also known as the introduction, is the preparatory part of the main text of the market research report. It should be written concisely, concisely and summarized. Generally, the purpose, time, location, objects and scope, methods, etc. of the investigation should be explained and related to the investigators themselves. The basic views or conclusions of the market research report can also be summarized so that readers can gain a preliminary understanding of the content and significance of the full text. . Then use a transitional sentence to connect the previous and the following to introduce the main part. For example, in a market research report titled "Survey on the City's Electric Heater Market in 2002", the introduction reads: "XX City Northern Survey and Planning Office was entrusted by XX to conduct domestic research from March to April 2003. Some provinces and cities have conducted an electric heater market survey. The survey and research results are now reported as follows: "Use a brief text to explain the identity of the subject of the survey, the time, object and scope of the survey, and use a transitional sentence to open the following. Must comply with regulations. This part of the text must be concise and avoid being verbose. Depending on the specific situation, this part may sometimes be omitted to make the writing more concise.
(3) The main body of the market research report
This part is the core of the market research report, and it is also the focus and difficulty of writing. It should completely, accurately and concretely explain the basic situation of the investigation, carry out scientific and reasonable analysis and prediction, and put forward targeted countermeasures and suggestions on this basis. Specifically, it includes the following three aspects:
Market survey report - situation introduction: The situation introduction of the market research report, that is, an introduction to the basic situation obtained from the survey, is the basis and main content of the full text, and should be used The method of combining narrative and explanation clearly states the history and reality of the survey object, including market share, the relationship between production and consumption, products, output and prices. In terms of specific writing methods, you can classify the problems into several categories according to their nature, and use the form of setting up subtitles or summaries to show the purpose; you can also order them in time, or list numbers, charts or images for explanation. In any case, we must strive to be accurate, specific, and organized in order to provide a solid and sufficient basis for the following analysis and suggestions.
Market survey report - analysis and forecast: The analysis and forecast of the market survey report is to predict the market development trend based on the analysis of the basic situation obtained from the survey. It directly affects relevant departments and enterprises. The leader's decision-making behavior must therefore be written well. It is necessary to use argumentative techniques to analyze the information obtained from the investigation in detail, conduct scientific research and inference, and form conclusive opinions in line with the laws of development and change of things. The language should be judgmental and pertinent, analyze the details in detail, and be concise and clear. Do not use the information obtained from the investigation to sing "Xintianyou" without using it at will.
Market research report - marketing suggestions: This level of content reflects the purpose and purpose of writing the market research report. Based on the above investigation and analysis and prediction, specific suggestions and measures should be put forward for Reference for decision makers. Pay attention to the pertinence and feasibility of the suggestions and be able to effectively solve the problems.