How to write a market research report

Writing of market research reports

Market research is the use of scientific methods, purposefully and systematically collecting, collating, analyzing and studying the market demand for products and related information. The narrow market survey refers to the survey of customers who purchase goods and consumes goods, and studies the opinions, requirements, purchasing power, purchasing habits and motives of customers. In addition to investigating customers, the broad market survey also includes surveys on the demand, price, and distribution channels of products. Organize, screen, analyze, and summarize the intelligence data obtained from market research, draw appropriate conclusions, and make reasonable suggestions for taking action, and then write a written report that is a market research report.

1. Market research is the basis for the writing of market research reports.

The market research report is an economic application that describes the results of market research. As the saying goes: "It is difficult for a clever woman to be without rice." After leaving the market survey, there is no material obtained from the market research, and without the results of the investigation, it is impossible to talk about the writing of the market research report. Therefore, we say that market research is the premise and basis for the writing of market research reports. In order to write a good market research report, we must first carefully conduct market research.
In order to do a good job in market research, the investigators must first understand the problems existing in the business operations, determine the subject of the investigation and the scope of the investigation, and solve the problems of the investigation on the basis of grasping the internal and external information of the enterprise and relevant information. Or to investigate the quality and utility of the product, or to investigate the user's object, quantity, distribution area and economic status, or to investigate the sales channels of the product, or to investigate the reasons for the slow sales of the product, etc., must be determined according to the actual situation of the enterprise. The “cast iron short pipe” and specification products produced by Shanghai Haiguang Metal Smelter in the first two years are only different in length, and are cheap and good sewer materials. I thought it would be very popular because of the blooming of construction projects. However, after being put on the market, few people have been interested in it. The sales volume is very small, resulting in up to 20,000 inventories and a backlog of more than 170,000 yuan. Based on the problems in the operation, the plant determined the investigation of the reasons for the slow sales of “cast iron short pipes”. The scope of investigation was determined to be the urban area, suburbs and other provinces, cities and counties. After in-depth investigation, I finally found the crux of the product slow-moving: First, the target market was not selected; second, the sales channel was not properly selected. As a result, the goods are not on the right track and the goods are blocked. In response to the above problems, the plant made two decisions: one changed the target market, from the city to the suburbs, and the city turned to other provinces; second, changed the sales channels from the single urban professional store in the past to the county production materials company. As a result, the situation changed a lot, and the “cast iron short pipe” immediately became a hot commodity. In just a few months, the backlog of inventory in the factory was swept away. The goodness of this market survey by Haiguang Factory is inseparable from the correct determination of the survey subject and the scope of the survey before the investigation.
After conducting market research, after determining the subject of the survey and the scope of the survey, we must also select the appropriate survey method. The method of market survey is divided according to the method of selecting sample samples. There are market census, sample survey, typical survey and key survey. According to the specific survey method adopted by the survey participants, there are also inquiry methods and observations. Law, experimental method and data survey method. These market research methods have their own strengths and weaknesses, and each has its own scope of application. In the investigation, one type may be used alone or in combination. For example, for the investigation of new products for trial sales and trial use, the market census method can be selected because of the small scope of sales and trials. If you want to investigate the purchasing power of goods of tens of thousands or 100,000 residents in a certain district of a city, it is advisable to choose a sample survey method. The specific survey methods adopted by the respondents should also be properly selected. The investigation methods used by the relevant units in Beijing on the changes in the demand for cold-proof articles worn by female customers on the heads are quite appropriate. After the winter in 1982, many shopping malls in Beijing found that the woolen scarves and three-use scarves that had always been popular with female customers in the past were unexpectedly unsalable. For example, in 1981, Xinjiekou Department Store sold 11,000 kinds of scarves and three 30,000 kinds of scarves; in the winter of 1982 to the end of January 1983, only 1600 scarves were sold. Three thousand. This has attracted the attention of relevant departments. In order to investigate the changes in the demand for anti-cold articles on the head of female customers in Beijing, at 5 pm, the investigators conducted an investigation at the entrance of the Xixi Shengxifu Hat Shop in Beijing, and observed more than 100 women from the south to the north. Except for the seven women who did not wear anything on the head, thirty-six people wore scarves, ten wore three-use towels, and the rest were wearing woolen hats. These hat-wearing women range from young people dressed in clothing to old people and teenage students. Why do many women like to wear wool hats? The relevant units further used the inquiry method to investigate the psychological motives of changing their wearing of woolen hats from wearing scarves and three-use towels. A young female worker at the Beijing Electronic Tube Factory said: "The hair scarf is too long and it is not convenient to use; although the three-use towel can be used as a collar, headscarf and hat, it is not very good-looking." More than 40 pieces of Beijing Mechanical Seal Factory The old female cadre said: "Wearing a woolen hat is warm and economical, and it is also the same for our old people." A young woman who did not want to disclose the unit said: "I saw that everyone else wears a hat, it looks good. The reporter followed by weaving a top." The investigators also observed that the popular style of bulked yarn and wool hats at that time was very similar to that of the heroine wearing the movie "Three Lanes" released in the autumn of 1982. . This market survey has obtained valuable market intelligence data because of the appropriate survey methodology.
A large number of detailed and valuable and reliable information materials have been obtained through market research, which laid a solid foundation for the writing of market research reports.

Second, the structure and writing of the market research report

Learning to write a market research report must understand the basic structure of this style and master the writing of each part. The structure of the market research report generally includes four parts: title, preface, body and ending.
Title: The title of the market research report can summarize the unit, content and scope of the survey; it can also summarize the objects and causes of the survey, such as "the investigation of the status of Tianjin bicycles in the domestic and foreign markets"; it can also directly point out the status of the respondents, such as High-grade woolen coats are sold well in the Beijing market; they can also be used in the form of vertical and subtitles. The title should be consistent with the content of the market research report, and strive to be concise, eye-catching and new.