The person who reads the report is usually a busy business manager or the person in charge of the relevant organization, therefore, when writing a market research report, we should strive to be clear, concise, easy to read and understand.
First, the format of the market research report is generally composed of: title, catalog, overview, body, conclusions and recommendations, annexes and other parts.
(a) the title
The title and the date of the report, commissioned by the party, the investigating party, should generally be printed on the title page.
On the title, generally to be in
and the title of the same page, the investigated unit, the investigation of the contents of a clear and specific, such as "on the Harbin home appliance market survey report". Some survey reports also use the form of positive and sub-title, the general title to express the theme of the survey, the sub-title specifically indicates the unit of investigation and the problem. Such as:
Date readership in the eyes of consumers.
(ii) directory
If the content of the survey report, the number of pages, in order to facilitate the reader to read, should be used in the form of a table of contents or an index to list the main chapters of the report is divided into chapters and appendices, and indicate the title, the relevant chapter number and page number, in general, the length of the directory should not exceed one page. For example;
Table of Contents
1, survey design and organization and implementation
2, a brief introduction to the composition of the survey respondents
3, a brief introduction to the main statistical results of the survey
4, synthesis and analysis
5, summary table of data and information
6, appendices
(C) Overview
Overview Mainly describes the basic situation of the subject, it is in accordance with the order of the market research topic will unfold the problem, and describes the selection of the original information of the investigation, evaluation, make conclusions, make recommendations, such as the principle. Mainly includes three aspects:
First, a brief description of the purpose of the survey. That is, a brief description of the origin of the investigation and the reasons for commissioning the investigation.
Second, a brief description of the survey object and survey content, including the survey time, location, object, scope, survey points and questions to be answered.
Third, a brief introduction to the methodology of the survey. Introduction to the methodology of the survey research, help to make sure that the results of the reliability of the survey, so the methods used to make a brief description, and explain the reasons for the choice of method. For example, whether the sampling method or the typical survey method, the field survey method or the clerical survey method, these are generally used in the survey process. In addition, the methods used in the analysis, such as exponential smoothing analysis, regression analysis, cluster analysis and other methods should be briefly described. If there are many parts, there should be a detailed technical report of the work to explain the supplement, attached to the final part of the market research report in the annex.
(D) body
The main body is the main part of the market research report. This part must accurately state all the relevant arguments, including the problem to lead to the conclusion, the whole process of argumentation, analysis and research of the problem methodology, there should also be available for decision-makers in the market activities for independent reflection on all the results of the survey and the necessary market information, as well as analytical comments on the situation and the content of these comments.
(V) Conclusions and recommendations
Conclusions and recommendations are the main purpose of writing a comprehensive analytical report. It consists of a summary of the main elements presented in the introduction and the main body, suggesting how to make use of the measures that have proved to be effective and options and recommendations for solving a specific problem. Conclusions and recommendations and the body of the discussion should closely correspond to the part of the text, not to present unsubstantiated conclusions, and do not argue without concluding remarks.
(F) Annex
Annex refers to the body of the investigation report can not be included or not mentioned, but with the body must be attached to the description of the part. It is the body of the report to supplement or more detailed description. Including data summary tables and background material and the necessary background material and technical reports of the work, such as the relevant details of the sample selected for the survey and copies of documents used during the survey.
Second, the content of the market research report
The main content of the market research report;
First, the purpose of the survey and the problems to be solved.
Second, introduce the market background information.
Third, the method of merit analysis. Such as sample extraction, data collection, organization, analysis techniques.
Fourth, the research data and its analysis.
Fifth, put forward the argument. That is, to put forward their own views and opinions.
Sixth, the basic reasons for arguing the proposed ideas.
Seventh, propose alternative suggestions, programs and steps to solve the problem.
Eighth, predict the possible risks and countermeasures.
Reference Format for Product Idea and Research Report
1. Product Idea
Explain what the main function of the product is, how the product will be developed, who will buy and use the product, and how it will be sold.
2. Market Research
Describe the history and trends of market development, total market and share statistics, etc.
3. Policy Survey
Investigate the policies related to this product.
4. Comparable products survey
Survey of similar products features, quality, price, and the main advantages and major shortcomings ...... >>
How to write a market research report
Market research should first be clear about which aspects of market research, such as clothing, health care, computers, etc., to choose a direction, in order to determine where to go to the survey to find out what the situation is, and what to write about the content of the content. Before the survey, it is best to have an outline, and then go to the survey with a purpose, can play a multiplier effect.
1 market research commonly used survey methods
Household visits
is the earliest of consumer visits in a visit.
The advantages are:
1) face-to-face communication can be formed between the interviewer and the interviewee;
2) suitable for longer questionnaires, such as more than 1 hour length of the visit. When the questionnaire is longer than 1.5 hours, part of the questionnaire can be interviewed by the interviewer, and the other part can be left at the respondent's home for the respondent to fill in when he/she is free. This is the conventional leave-behind method;
3) It is suitable for interviews where products/cards have to be shown to the interviewee;
4) It is suitable for interviews where the interviewer has to demonstrate/operate.
The disadvantages are:
1) It is difficult to reach the target respondents due to the lack of easy access to the respondents, e.g., the influence of electronic gates/locks/security guards in the neighborhood;
2) The refusal rate increases due to the increase in the security awareness of the respondents;
3) The turnover of the respondents increases due to the decrease in the success rate of the visit, and the reluctance of the interviewers to participate in the household visits. Therefore, more and more market research firms are adopting the method of pre-screening the respondent group, i.e., communicating with the target respondents by phone or other methods first, and then sending interviewers to visit the target respondents after confirming that they will accept the interview and the time is suitable.
Beijing Shendiao Data is an early database marketing research company in China, and has established a close data collection network with many market research companies.
Household observation:
In order to ensure the quality of data collection, a series of measures have been taken
1. standardize all steps/processes of face-to-face data collection, including the sampling process of sampling frame establishment, selection of points, drawing maps, residential household extraction, intervals, etc.;
2. provide uniform, regular training to all these data collection points. Train them to conduct data collection, quality control, etc. according to the standards;
3. Conduct public evaluation, rewards and penalties for each project from a number of different perspectives, such as sampling, training, access control, quality of questionnaires, etc.;
4. Comprehensively evaluate the quality and other indicators of each data collection point once a year, and based on the results of the evaluation, carry out the system of elimination of the best and the worst, i.e., rewarding the excellent samplers, interviewers, supervisors, etc., and for the best quality, the best quality, the best quality. supervisors, etc., and for the worst quality of the last few to be eliminated to train new data collection points.
Go to the user's home or living area or work area to observe the characteristics of the user's placement, use, movement, and operation of the product. With the advent of the era of personalization, market segmentation is more and more detailed today, customers are very concerned about how to provide personalized services for their users, which requires them to be very aware of the user's use of behavior, characteristics, environment and so on. Therefore, in-home observation methods are accepted by more and more users.
In-home observation emphasizes the observation of user behavior in natural conditions, but market research can not suddenly break into the user's home to observe, must be communicated with the user in advance and after the user's consent to enter. Therefore, it is very important to make clever arrangements. At the same time, observing in natural conditions requires the observer to be able to skillfully capture every useful nuance of the user, so careful design before observation is very important.
Observations can be fully structured, semi-structured, or completely unstructured. How it is designed depends entirely on the circumstances of the project
Street interception
That is, a busy or (target) outdoor place with high foot traffic is selected, and the interviewer randomly/at intervals stops passers-by to administer the questionnaire in situ.
Street stopping is not suitable for interviews where the questionnaire is too long/complicated/requires a card to be displayed as it is conducted on the street.
Most of the time, street interviews are used for projects such as pedestrian flow observation, outdoor advertising effectiveness measurement, etc.
Telephone interviews
Telephone interviews were developed due to the difficulty of contacting respondents in person and the high cost of telephone interviews. The original telephone interview was conducted by an interviewer who dialed a telephone number and interviewed the respondent based on a questionnaire. The difference with face-to-face interviews is that one is face-to-face and the other is by telephone.
However, this type of telephone interview does not fully demonstrate the fast and efficient characteristics of telephone interviews. The very time-consuming steps in the visit in addition to the visit of this link (including the centralized training of supervisors around the world for about 2 days, the supervisor to go to various places to train the interviewer ...... >>
How to write a market analysis report?
(a) the structure of the investigation report
Generally speaking, the content of the investigation report is broadly speaking: the title, introduction, general introduction, statistics, rational analysis, summary and conclusions or countermeasures, recommendations, as well as the attached materials. The resulting structure of the investigation report, including the title, introduction, body, conclusion and paragraph.
1. The title of the investigation report has a single title and double title two categories. The so-called single title, is a title. There are two types of official title and article title. The title of the official document for the cause + type of composition, such as "zhejiang province rural secondary school language teaching investigation report". Article-style title, such as "x x city of school-run enterprises"; the second is to indicate the author's point of view through the investigation of the title, such as "adjust the education policy, increase investment in education". The so-called double title is two titles, i.e. one main title and one sub-title. For example, "in order to benefit future generations - × × County closed forest investigation report".
2. Introduction Introduction is also known as the introduction. It is the preface of the investigation report, a concise and clear introduction to the investigation of the situation, or the introduction of the full text, for the body of the writing to make a good pad. Common introduction: ① Introduction introduction. The investigation of the subject, object, time, place, mode, after a brief introduction;
② general introduction. The content of the investigation report (including the subject, the object, the content of the investigation, the results of the investigation and analysis of the conclusions, etc.) to make a general statement;
③ account of the introduction. That is, the origin of the subject produced a concise introduction and explanation.
3. The body is the main body of the investigation report. It is the investigation of the facts and materials related to the narrative, the analysis and synthesis of the discussion, the results of the investigation and research and conclusions to explain. The structure of the body has a different framework.
① According to the logical relationship between the arrangement of materials in the framework of: vertical structure, horizontal structure, vertical and horizontal structure. These three structures, the vertical and horizontal structure is often used by people.
② according to the level of expression of the content of the framework: the situation - results - problems - suggested structure, mostly used to reflect the basic situation of the investigation report; results - specific practices - experience-based structure, mostly used to introduce the experience of the investigation report; problems - causes - comments or suggestions structure, mostly used to expose the problem of the investigation report; the process of the event - the nature of the event conclusion - the treatment of the opinion structure, mostly used to expose the problem of the investigation report; the nature of the event - the conclusion - the nature of the event - the nature of the event - the nature of the investigation report. Treatment of opinion-based structure, mostly used to reveal the case of right and wrong investigation report.
4. The end of the end of the content of most investigators on the issue of views and recommendations, which is the inevitable result of analyzing and solving problems. Investigative report of the end of the way mainly complementary, deepening, suggested, stimulating, etc. 5. 5. paragraph
The paragraph of the investigative report should be written to indicate the name of the investigator's unit and personal name, as well as the completion of the time. If the title has been indicated below the investigator, then the paragraph can be omitted.
(B) social practice survey report writing program
Generally speaking, social practice survey report writing to go through the following five procedures: 1. Determine the theme of the theme is the soul of the survey report, the success or failure of the survey report writing has a decisive significance. Therefore, to determine the theme should pay attention to: the theme of the report should be consistent with the theme of the investigation;
To be based on the results of the investigation and analysis, to re-define the theme;
The theme should be small, and should be focused; and the title of the harmonization, to avoid the title of the text is not vice.
2. trade-offs between the material after statistical analysis and theoretical analysis of the systematic and complete investigation of the information obtained in the organization of the investigation report still need to carefully select, it is not possible and do not have to write a report on the report, pay attention to trade-offs. How to choose the material?
① select the material related to the theme, remove irrelevant, less relevant, secondary, non-essential material, so that the theme is focused, distinct, prominent;
② pay attention to the combination of material points and surface, the material should not only support the report of a particular point of view, but also support each other to form the atmosphere on the surface;
In the existing useful material, to compare, identify, select material, choose the best material to support the views of the author, so that each material to one for ten.
3. Layout and outline
This is a key link in the conceptualization of the investigation report. Layout refers to the presentation of the investigation report, it is reflected in the outline is the skeleton of the article. The process of drawing up the outline is actually to further categorize the survey material, the process of framing. The principle of framing is: around the theme, layer by layer to force, interlocking. Outline or skeleton is characterized by its inherent logic, the requirements must be clearly outlined, hierarchical.
The outline of the survey report has two kinds, one is the point of view of the outline, that is, the investigator in the investigation of the formation of the point of view according to the logical relationship between one by one to write out. Another is the entry type outline, that is, according to the level of meaning on the expression of chapter, section, item, one by one, one by one, written as an outline. You can also combine these two outlines to create an outline.
4. Start ...... >>
How to write a marketing report
Table of Contents Executive Summary Full text (a), target regional market environment analysis (b), target regional market competition environment analysis (c), consumer behavior analysis (d), opportunities and threats (e), marketing specific objectives (f), marketing mix strategy (g), cost budget (h), control III, Conclusion To give you an outline for your reference, there are many models on the Internet. The focus is not on the analysis, but the analysis should be accurate, focusing on how to implement.
How to write a market analysis?
Marketing analysis will have to focus on the following aspects. Analyze the product, adapt to the target market Product, is the basis of enterprise marketing. However, product power is ignored by many enterprises, especially some small and medium-sized enterprises. These enterprises in the development of products, the groundwork is not solid, either the lack of personality, blindly follow the trend, or low product adaptation, no competitiveness. There are also some enterprises take the product as RMB, thinking that any region in the country can be unimpeded. The analysis of the product should first focus on the adaptation of the local market. China's vast territory, the north, south, east and west consumption habits are very different. These differences will not be fundamentally changed in the short term. Once you find that the poor sales performance of your products is due to the lack of product adaptation, you should immediately adjust the sales strategy, reset the product marketing area. Next is the consumer's attention to the product and preferences. Generally speaking, advertising investment, consumer attention is correspondingly high, but high attention is not equal to high preference. Therefore, when your product brand awareness and consumer preference for your product to produce a large difference, you should find the reasons for this difference as soon as possible, so that the situation can be reversed as soon as possible. In addition, your product and the local market between the main competitive products on the sales of the difference, but also need to focus on. Especially some of the market share than you, sales volume than your competitors, should become the object of your marketing analysis. In addition, the stability of the product in the sales, especially some of the ups and downs of the quantitative phenomenon, should be emphasized and research and analysis. Because any kind of anomaly, must be caused by some reason. If you can not grasp the reason for this quantitative change, then you will be in the changing market in a passive position. Analyze the price, promote consumer demand The price of the product, in marketing has always been a sensitive point. In the "price war" into the wind in the market reality, any kind of price change, there should be a reason. And this "cause", must be through rigorous investigation, thorough analysis, in order to come up with, rather than arbitrarily. As many domestic enterprises in the pricing of products, focusing only on immediate benefits and rarely to make strategic considerations, so that the price of some products is very large scalability, is considered by consumers as the price of "water". Once the product sales are blocked or sales do not go, the price seems to have become their only option. This is not only very passive, and sometimes even dealers are not good, but also make the pre-purchase of consumers, resulting in a feeling of deception, so that the brand reputation has been damaged. Therefore, a stable price is sometimes a stable market guarantee. Unless absolutely necessary, do not easily reduce prices. And we analyze the price of the product, we must pay attention to the stability and continuity of the price of the product under the premise of the implementation of the product's pricing policy to produce such and such a reaction, to make analysis and judgment. It includes price comparisons with similar competitors, the implementation of price deduction policy, as well as dealers, agents and end-consumers on the price of feedback. This, and similar competitors between the price comparison analysis, especially important. In addition to find ways to understand the implementation of some of the competitors deductions policy details (as long as there is a good customer relationship, to do this is not difficult), but also should grasp the sales of similar products in the same store changes, as well as consumers in the field to choose the product on the price of the reaction to the factors (which only need to choose a few representative of the terminal point of sale, in a particular day to send the sales staff to make the site squatting observation records, you can get first-hand accurate information). Can get first-hand accurate information). Therefore, in the case of your product sales situation is not ideal, the analysis and judgment of product prices, more should tend to rational and exclude emotional components. When your product sales are in a benign state, the analysis of the price will enable you to understand the competitor's price changes in a timely manner. Competitors may pose a threat to the price reduction initiatives, but also can make an early response. In the specific analysis, it should also be combined with the local market consumer purchasing power, as well as the sales situation in the local market, especially the price changes of similar competitors (including changes in the price policy for dealers), for a comprehensive analysis and comprehensive judgment. Analyze the channel, enhance operational efficiency Channel, is the bridge from the product to the consumer. The vast majority of domestic enterprises have taken the distribution system and commissioned the agency system of sales. The advantage of this type of sales approach is that the cost of sales compared to the direct camp to be much lower, the establishment of the sales terminal network than the direct camp to come quickly. But the weakness of this type of sales approach is also obvious, mainly in the terminal network is not in control of their own; once the enterprise to make some strategic adjustments, the market response is slow; once the dealer flipped, the enterprise in the local market...... >>
How to write a market analysis report
First write a market review, then write an analysis of the details of the operation of the recommendations and concerns
How to write a report on the current state of the industry
The main contents of the industry report:
The standard industry research report mainly consists of seven parts, respectively, the industry profile, industry status, market characteristics, enterprise characteristics, development environment, competitive landscape, development trend. (The focus of different reports varies, which needs to look at the specific report catalog.)
Template
Chapter 1 Overview of the development of the xxx industry
How to write a market research report
First go to market research, you can interviews and questionnaires in the form of survey, after the investigation of the data and content of the analysis of the organization, and then write a survey report, a survey report to involve you in interviews, and problem-solving solutions to the problem, you can access the information, but also to write their own ideas
The report is a good example of a market research report. Write your own ideas
How to write a market analysis
In the work, you will encounter the preparation of a variety of analytical reports, such as analysis of business conditions, sales trend analysis, analysis of equipment failures, analysis of human resources, etc. This is the most basic work skills, but really can write a good analysis of the report, but not many people. Then how to write an analysis report it:
Since we have to analyze a thing, there are three elements, one is the goal, you can also speak of the standard or to achieve the goal, the second is the status quo, that is, how the current situation to find out the gap from the goal, the third is the reason, since the status quo and the goal of the gap, there must be the reason. With the above three elements, coupled with the countermeasures needed to achieve the goal, a good analysis of the report is so out.
Clear objectives: such as business analysis, the beginning of the year should be developed over the annual budget, which contains turnover, profit and other indicators, which is the goal. Another example, equipment failure analysis, equipment design performance, operation rate is the goal. All of their work is to achieve the goal and carry out.
The status quo: the status quo should be grasped, to be accurate, for example, the current turnover reached how much, how much profit, how many times the number of equipment failures, what types of failures, only the status quo to grasp the accurate, in order to carry out an effective analysis.
Reason: find out the gap, find the reason is the most critical, but also the most difficult. The difference in the level of analyzers is also reflected here. Analyze the problem to be comprehensive, from the people, property, materials, equipment, time, methods, location, environment and other all-round analysis, in the international are also popular "4M1E", 4M: man-people, machine-machine, material-material, method-method, 1E: Environment). If you can knot any graphics, charts and graphs to analyze the description is better, such as: fishbone diagram, bar charts, line graphs, pie charts, etc.
How to write a market analysis report
(a) the structure of the investigation report Generally speaking, the contents of the investigation report are: title, introduction, introduction, overview, statistics, rational analysis, summary and conclusions, or countermeasures, recommendations, and the attached materials, and so on. The resulting structure of the investigation report, including the title, introduction, body, conclusion and paragraph. 1. The title of the title of the investigation report has a single title and double title two categories. The so-called single title, is a title. There are two kinds of official title and article title. The title of the official document for the matter of the type of composition, such as the rural secondary schools in Zhejiang Province, the investigation report on the teaching of the language. Article-style title, such as "x x city of school-run enterprises"; the second is to indicate the author's point of view through the investigation of the title, such as "adjust the education policy, increase investment in education". The so-called double title is two titles, i.e. one main title and one sub-title. For example, in order to benefit future generations - xxx county mountain forestation investigation report. 2. Introduction Introduction is also known as introduction. It is the preface of the investigation report, a concise and clear introduction to the investigation of the situation, or the introduction of the whole text, for the body of the writing to make a good pad. Common introduction: ① Introduction introduction. The investigation of the subject, object, time, place, mode, after a brief introduction; ② generalized introduction. The content of the investigation report (including the subject, the object, the content of the investigation, the results of the investigation and analysis of the conclusions, etc.) to make a generalized statement; ③ account of the introduction. That is, the origin of the subject for a concise introduction and explanation. 3. The body is the main body of the investigation report. It is the investigation of the facts and materials related to the narrative, to make the analysis, synthesis of the discussion, the results of the survey and the conclusion of the explanation. The structure of the body has different frameworks. ① The frameworks for arranging the material according to logical relationships are: vertical structure, horizontal structure, and vertical and horizontal structure. Of these three structures, the vertical and horizontal structure is often used. ② according to the level of expression of the content of the framework are: the situation - results - the problem - the proposed structure, mostly used to reflect the basic situation of the investigation report; results - specific practices - experience-based structure, mostly used to introduce the experience of the investigative report; problem - the reason for the - comments or suggestions for the structure, mostly used to expose the problem of the investigative report; the process of the event - the nature of the event conclusion - the treatment of the opinion structure The investigation report is mostly used to reveal the right and wrong of the case. 4. The end of the content of the end is mostly the investigator's views on the issue and recommendations, which is to analyze the problem and solve the problem of the inevitable result. Investigation report of the end of the way are mainly supplemental, deepening, suggested, stimulating, etc. 5. 5. paragraph The paragraph of the investigation report should be written to indicate the name of the investigator unit and personal name, as well as the completion of the time. If the investigator has been indicated under the title, the paragraph can be omitted. (B) social practice survey report writing procedures Generally speaking, social practice survey report writing to go through the following five procedures: 1. Determine the theme of the theme is the soul of the survey report, the success or failure of the survey report writing has a decisive significance. Therefore, to determine the theme should pay attention to: the theme of the report should be consistent with the theme of the survey; according to the results of the survey and analysis, to re-define the theme; the theme should be small, and should be focused; and the title of the harmonization, to avoid the title is not vice. 2. trade-offs between the material after statistical analysis and theoretical analysis of the systematic and complete investigation of the information obtained in the organization of the investigation report still need to carefully select, it is not possible and do not have to write on the report, pay attention to trade-offs. How to choose the material? ① select the material related to the theme, remove irrelevant, less relevant, secondary, non-essential material, so that the theme is focused, distinct, prominent; ② pay attention to the combination of material points and surfaces, the material should not only support the report of a particular point of view, but also to support each other to form the atmosphere on the surface; in the existing useful material, we must compare, discriminate, select the material, select the best material to support the author's views, so that each material to one for the other. A material to one for ten. 3. Layout and outline This is a key link in the conceptualization of the investigation report. Layout refers to the presentation of the investigation report, which is reflected in the outline is the skeleton of the article. The process of drawing up an outline is actually to further categorize the survey material, the process of framing. The principle of framing is: around the theme, layer by layer to force, interlocking. Outline or skeleton is characterized by its inherent logic, the requirements must be clearly outlined, hierarchical. There are two kinds of outline of the investigation report, one is the point of view of the outline, that is, the investigator in the investigation of the formation of the point of view according to the logical relationship between one by one to write out. Another is the entry type outline, that is, according to the hierarchical meaning of the expression of the chapter, section, item, one by one an article ...... >>