How to write market research, how to write a market research report

Market research report

Before advertising planning, the first step must be to understand, analyze and research the target market. Market research reports, also known as market research reports and market proposals, are an essential element of advertising copywriting. People who read market research reports are generally busy business managers or heads of relevant institutions. Therefore, when writing market research reports, you must strive to be clear, concise, and easy to read and understand.

1. The format of a market research report generally consists of: title, table of contents, overview, main text, conclusions and suggestions, attachments, etc.

(1) Title

The title, report date, client, and investigating party should generally be printed on the title page.

As for the title, it should generally be on the same page as the title, clearly and specifically stating the unit under investigation and the content of the investigation, such as "Report on Harbin Home Appliance Market Survey". Some investigation reports also use the form of a main title and a subtitle. Generally, the main title expresses the theme of the investigation, and the subtitle specifically indicates the unit and issue of the investigation. For example: "Research Report on Jujube Readership in the Eyes of Consumers".

(2) Table of Contents

If the investigation report has a large content and number of pages, in order to facilitate readers’ reading, a table of contents or index should be used to list the main chapters and appendices of the report. , and indicate the title, relevant chapter numbers and page numbers. Generally speaking, the length of the table of contents should not exceed one page. For example;

Table of contents

1. Survey design and organization and implementation

2. Introduction to the composition of survey objects

3. Main objectives of the survey Introduction to statistical results

4. Comprehensive analysis

5. Data summary table

6. Appendix

(3) Overview

The overview mainly explains the basic situation of the topic. It unfolds the questions in the order of the market research topic and explains the principles for selecting, evaluating, making conclusions and making suggestions on the original data of the investigation. It mainly includes three aspects:

First, briefly explain the purpose of the investigation. That is, briefly explain the origin of the investigation and the reasons for commissioning the investigation.

Second, briefly introduce the survey object and survey content, including survey time, location, objects, scope, survey points and questions to be answered.

Third, a brief introduction to the survey research method is given. Introducing the research methods will help to convince people of the reliability of the survey results, so a brief description of the methods used and the reasons for the method chosen should be given. For example, whether to use the sampling survey method or the typical survey method, whether to use the field survey method or the document survey method, 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, cluster analysis, etc., should be briefly explained. If the part contains a lot of content, it should be supplemented by a detailed technical work report, which should be attached as an attachment to the last part of the market research report.

(4) Text

The text is the main part of the market research and analysis report. This part must accurately state all relevant arguments, including the raising of the question to the conclusion drawn, the entire process of argumentation, and methods of analyzing and researching the problem. It should also have all the investigation results and necessary market information that can be used by decision-makers in market activities to think independently. information, as well as analytical commentary on these circumstances and content.

(5) Conclusions and suggestions

Conclusions and suggestions are the main purposes of writing a comprehensive analysis report. This part includes a summary of the main content proposed in the introduction and main text, and proposes how to use measures that have proven to be effective and options and suggestions for solving a specific problem. Conclusions and suggestions should closely correspond to the discussion in the main text. No conclusions without evidence or arguments without conclusive opinions should be made.

(6) Attachments

Attachments refer to parts that cannot be included or are not mentioned in the main body of the investigation report, but which must be additionally explained in relation to the main body. It is a supplement or more comprehensive explanation to the main report.

Include data summary tables and original data background materials and necessary work technical reports, such as relevant details of the samples selected for the survey and copies of documents used during the survey.

2. Contents of the market research report

The main contents of the market research report are:

First, explain the purpose of the investigation and the problems to be solved.

Second, introduce market background information.

Third, the method of analysis. Such as sample extraction, data collection, organization, analysis technology, etc.

Fourth, survey data and analysis.

Fifth, present an argument. That is, express your own opinions and opinions.

Sixth, demonstrate the basic reasons for the proposed point of view.

Seventh, put forward alternative suggestions, plans and steps to solve the problem.

Eighth, predict possible risks and countermeasures. I don’t know if I can help you