Market research reports can be classified from different angles. According to the content involved, it can be divided into comprehensive market research report and special market research report; According to the different respondents, there are market survey reports on market supply and demand, products, consumers, sales and competition. According to different expressions, it can be divided into declarative market research report and analytical market research report.
Compared with the general survey report, the market survey report has obvious characteristics in material composition and structural layout, but it is more concentrated and specialized in content than the general survey report. [Edit this paragraph] The general format of the market research report Strictly speaking, there is no fixed format for the market research report. The writing of different market survey reports mainly depends on the purpose, content, results and main uses of the survey. But generally speaking, all kinds of market research reports include title, introduction, theme and ending in structure.
1. Title
The title of market research report is the title of market research. The title must accurately reveal the theme of the investigation report. The title should be simple and clear, highly generalized and consistent with the title. For example, the survey report on residential consumption demand in XX city, the survey report on cosmetics market and the survey report on unsalable products in XX city are concise and fascinating.
Step 2 introduce
The introduction is the first part of the market survey report, which outlines the purpose and significance of the market survey and introduces the basic situation of the market survey, including the time, place, content and object of the market survey, as well as the survey methods and methods adopted. This is a common way of writing. And the investigation report. In the introduction, first explain what the conclusion of the investigation is, or ask questions directly. , can enhance the reader's interest in reading the report.
3. Main part
This is the main content of the market survey report and an important part of the theme of the survey report. The writing of this part directly determines the quality and function of the investigation report. The main part should objectively and comprehensively explain the materials and data obtained from market research, use them to explain related problems and draw relevant conclusions; We should make in-depth analysis and comments on some problems and phenomena. In short, the main part should be good at using materials to express the theme of the investigation.
end
Mainly to form the basic conclusion of market research, that is, to summarize the results of market research. Some investigation reports also put forward countermeasures for the reference of relevant decision makers.
Some market research reports have appendices. The contents of the appendix are generally statistical charts, relevant data sources, references, etc. [Edit this paragraph] Basic requirements of market research report 1. The investigation report shall be objective, true and realistic.
The investigation report must conform to the objective reality, and the materials and data cited must be true and reliable. We should oppose counterfeiting, or cater to the intentions of superiors and choose materials they like to write. In short, speak with facts.
2. The survey report should unify the survey data and opinions.
The market survey report is based on survey data, that is, all opinions and conclusions in the survey report are based on a large number of survey data. In the process of writing, we should be good at using data to explain our views and summarizing them with opinions, which are mutually unified. Don't separate survey data from opinions.
3. The investigation report should highlight the purpose of market research.
When writing a market survey report, the purpose must be clear and targeted. Any market research is to solve a problem or explain a problem. The market research report must be discussed around the above-mentioned market research purposes.
The language of the investigation report should be concise, accurate and easy to understand.
The investigation report is for people to see. No matter factory directors, managers or other general readers, most of them don't like long, boring and dull language, and they are not proficient in the technical terms of investigation. Therefore, the language of writing investigation report should be simple, accurate and easy to understand.
The general procedure for writing a market survey report is to determine the title, draw up the writing outline, select the survey data, write the first draft of the survey report, and finally revise the final version. [Edit this paragraph] The writing essentials of market research report should do a good job in the preliminary work of market research. Before writing, we should conduct in-depth and detailed market research according to the determined investigation purpose, master sufficient materials and data, and use scientific methods to analyze, study and judge, so as to lay a good foundation for writing market research reports.
We should seek truth from facts and respect objective facts. When writing a market survey report, we must proceed from reality and realistically reflect the real situation of the market. First, first, second, don't exaggerate, don't shrink, and use real, reliable and typical materials to reflect the true face of the market.
It should be focused and organized. Market research is conducted in various ways, and the materials obtained are often large and complicated. We should be good at strictly identifying and screening materials according to the needs of the theme, classifying materials, and distinguishing the primary and secondary importance of materials, and organizing valuable materials into articles in a certain order.