How to write a marketing research report?

1. Concepts and Characteristics

An investigation report is an in-depth and detailed investigation of a certain work, a certain event, or a certain problem, and then the materials collected during the investigation are summarized. A document that systematically organizes, analyzes and studies, and reports the investigation status to the organization and leadership in written form.

The investigation report has the following characteristics:

(1) Realism. An investigation report is based on a large amount of realistic and historical data and uses narrative language to reflect an objective matter realistically. A full understanding of the facts and a comprehensive grasp of authentic and reliable materials are the basis for writing a good investigation report.

(2) Targetedness. Investigation reports generally have relatively clear intentions, and relevant investigation and evidence collection are aimed at and centered around a certain comprehensive or thematic issue. Therefore, the issues reflected in the investigation report are concentrated and in-depth.

(3) Logic. Investigation reports are inseparable from conclusive facts, but they are not a mechanical pile-up of materials, but a rigorous logical argumentation of verified data and facts, to find out the reasons for the development and changes of things, to predict the trends of development and changes of things, and to reveal the essential nature. and regular things to draw scientific conclusions.

2. Classification

The main types of investigation reports are as follows:

(1) Situation investigation report. It is a survey report that reflects the basic situation of the region and unit in a relatively systematic manner. This survey reports the square root to clarify the situation for use by decision makers.

(2) Typical experience survey report. It is a kind of investigation report that guides and promotes a certain aspect of work by analyzing typical cases and summarizing new experiences that emerge in the work.

(3) Problem investigation report. It is to conduct a special investigation on a certain aspect of the problem, clarify the truth, determine the cause and nature of the problem, determine the harm caused, and put forward ways and suggestions to solve the problem, providing a basis for the final handling of the problem, and also for other relevant parties A survey report that provides reference and reference.

3. Writing method

Investigation reports generally consist of two parts: title and body.

(1) Title. The title can be written in two ways. One is a standardized title format, that is, "subject of the article" plus "type of article". The basic format is "×× investigation report on ××××", "investigation report on ××××", "××× ×Investigation" etc. The other is a free-style title, including statement, question, and a combination of main and subtitles. The statement format is such as "Survey on the Employment Situation of Master's Graduates of Northeast Normal University", the question format is such as "Why University Graduates prefer the Coastal and Beijing-Tianjin Areas for Career Choice", the main title and subtitle are combined, the main title states the main conclusions of the survey report or raises the central question, and the subtitle Indicate the object, scope, and questions of the investigation. This is actually similar to the standardized format of "subject of the article" plus "genre of literature", such as "The Development of Colleges and Universities Focuses on Discipline Construction - Practical Thoughts on the Discipline Construction of ×××× University" and so on. As an official document, it is best to use a standardized title format or a free-style title combining main title and subtitle.

(2) Text. The text is generally divided into three parts: introduction, main body, and conclusion.

1． Foreword. There are several ways to write: the first is to state the cause or purpose of the investigation, time and place, object or scope, process and methods, as well as the composition of the personnel and other circumstances of the investigation itself, from which the central question or basic conclusion is drawn; the second It is to describe the historical background, general development process, actual situation, main achievements, outstanding issues and other basic information of the investigation object, and then put forward the central issue or main point of view; the third type is to get straight to the point and directly summarize the results of the investigation, such as affirmative actions , point out problems, prompt impacts, explain central content, etc. The preface plays the role of the finishing touch and should be concise and summarized, and get to the point directly.

2． main body. This is the most important part of the investigation report. This part details the basic situation, practices, and experiences of the investigation and research, as well as various specific understandings, opinions, and basic conclusions drawn from the analysis of the materials obtained from the investigation and research.

3. The end. There are also many ways to write at the end. You can put forward methods, countermeasures, or suggestions for improving the next step of the work; you can summarize the main points of the full text and further deepen the theme; you can ask questions to trigger people's further thinking; or you can look forward to the future and issue encouragement. and call to action.

Market survey report writing (including sample essays)

In order to gain an in-depth understanding of the consumption situation of households in this city in the alcohol market and catering market, this survey was specially conducted...

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Key points of knowledge

●The purpose of market research reports.

●Basic elements of market research reports.

●The structure and writing method of market research reports.

●Essentials for writing market research reports.

Ability requirements

●Learn to accurately express the results of market research research in a more perfect writing form.

Case Analysis

Men have beards, so they need to shave; women don’t have beards, so they don’t need to shave. However, the American company Geely sold the "shaving razor" to women and achieved great success.

Geely was founded in 1901. Its products are popular for making shaving convenient, comfortable and safe for men. By the 1970s, Geely's sales had reached US$2 billion, making it a world-famous multinational company. However, the leaders of Geely are not satisfied with this, but are trying their best to continue to expand the market and win more users. Just in 1974, the company proposed a special "shaving razor" for women.

This decision may seem absurd, but it is based on solid and reliable market research.

Geely Company first conducted a thorough market survey for a year and found that 65% of women over 30 years old in the United States shave their leg and armpit hair regularly in order to maintain a good image. Among these women, in addition to using electric razors and hair removers, they mainly rely on purchasing various men's razors to meet this need, spending up to $75 million a year on this. By comparison, American women spend just $63 million a year on eyebrow pencil and eye shadow and $55 million on hair dye. There is no doubt that this is a market with great potential.

Based on market survey results, Geely has carefully designed a new product. Its blade is the same as a men's razor, using a disposable double-layer blade, but the blade holder is colored. Bright plastic, and the handle is changed to a curved shape to facilitate women's use. A daisy pattern is also printed on the handle. In this way, the new product immediately displays the characteristics of women.

In order for the Daisy Shaving Blade to quickly occupy the market, Geely also formulated several different "positioning concepts" to solicit opinions from consumers. These positioning concepts include: "double-blade shaving" that highlights the razor; "completely suitable for women's needs" that highlights its creativity; "less than 50 cents" that emphasizes the price; and "does not hurt the legs" that shows the product is safe to use. "etc.

Finally, based on the opinions of most women, the company chose "no harm to the legs" as the focus of promotion, and published advertisements for deliberate publicity. As a result, the Daisy Shaving Blade was an instant hit and quickly sold around the world.

This case illustrates that market research is the prerequisite for business decision-making. Only by fully understanding the market, understanding market demands, and making scientific analysis and judgments about the market can decisions be targeted, thereby expanding the market and enabling the company to Thrive.

1. The purpose of the market survey report

[Example 1] Survey report on the dietary consumption situation of ×× city residents

In order to gain a deeper understanding of the household consumption situation of residents in this city This survey was specially conducted to investigate the consumption situation in the alcohol market and catering market. The survey was undertaken by a university in this city. The survey period was from July to August 2001. The survey method was a questionnaire interview survey. The total number of samples selected for this survey was 2,000 households. After the completion of each investigation, the university summarized the investigation content, and its investigation report is as follows:

1. Basic information of the survey objects

(1) Sample classification. Among the effective sample households, there are 320 households of workers, accounting for 18.2% of the total; 130 households of farmers, accounting for 7.4% of the total; 200 households of teachers, accounting for 11.4% of the total; 190 households of government cadres, accounting for 10.8% of the total; and 220 households of self-employed households. , accounting for 12.5% ??of the total; 150 managers, accounting for 8.52% of the total; 50 scientific researchers, accounting for 2.84% of the total; 90 unemployed households, accounting for 5.1% of the total; 20 doctors, accounting for 1.14% of the total; others 260 households, accounting for 14.77% of the total.

(2) Family income. The results of this survey show that from the perspective of the city's overall consumption level, a considerable number of residents have not yet reached a well-off level. Most of the per capita income is around 1,000 yuan. Only about 2.3% of the consumers in the sample have an income of more than 2,000 yuan. . Therefore, it can be initially concluded that the overall consumption level in this city is low, and merchants should be particularly cautious when setting prices.

2. Special survey part

(1) Consumption of alcoholic products

1. White wine is consumed more than red wine. Analyzing the reasons, firstly, in addition to customers’ own consumption, white wine is mostly used as gifts, while red wine is mainly used for personal consumption; secondly, merchants’ advertisements are mostly for white wine, while there are very few advertisements for red wine. This directly results in the market for white wine being larger than the market for red wine.

2. Liquor consumption is diversified.

(1) From the perspective of the purpose of buying liquor, about 52.84% of consumers use it for their own consumption, about 27.84% of consumers buy it as gifts, and the rest are very random consumers.

For consumers who buy wine for their own consumption, most of the prices are below 20 yuan, of which about 26.7% are below 10 yuan, and 22.73% are between 10 and 20 yuan. In terms of brands, Daohuaxiang, Yanghe and Tanggou wines are relatively promising, especially Tanggou wine, which accounts for about 18.75%. This may be related to consumers' local sentiment. Judging from the consumption of red wine, most prices are concentrated between 10 and 20 yuan, of which 10.23% are below 10 yuan. The higher the price level, the lower the purchasing power. In terms of brands, Huaguoshan, Changyu and Hawthorn wines are the main ones.

Most of the liquor purchased by gift givers is priced between 80 and 150 yuan (about 28.4%), and about 15.34% of consumers choose more than 150 yuan. In this way, manufacturers have a basis for their pricing and packaging strategies. Pricing must be reasonable and good packaging must be available to increase sales. From the perspective of brand choice, about 21.59% of consumers choose Wuliangye, and 10.795% of consumers choose Moutai. In addition, a survey on red wine shows that about 10.2% of consumers choose the price range of 40 to 80 yuan, and 80 yuan. The above is about 5.11%. In short, judging from the above consumption situation, consumers' consumption level basically determines the size of the alcohol market.

(2) The purchasing factors are relatively clear. Survey data shows that the factors that consumers pay attention to are price, brand, quality, packaging, advertising, and alcohol content. From this, we can draw the conclusion that the manufacturer’s products are reasonable. Pricing is very important, as is creating a famous brand, pursuing quality, clever packaging, and good advertising.

(3) The customer loyalty survey shows that consumers who frequently change brands account for 32.95% of the total number of samples, those who change brands occasionally account for 43.75%, and those who like new brands of wine account for 32.39% of the total number of samples. %, 52.27% hold an indifferent attitude, and 3.4% expressly express their dislike. It can be seen that once a brand is formed in the minds of consumers, it is difficult to change. Therefore, manufacturers should work hard to establish a corporate image and strive to create a famous brand, which is very important for the development of the enterprise.

(4) Motivation analysis. Mainly lies in the consumer's own choice, followed by advertising, then introduction by relatives and friends, and finally the recommendation by salesperson. It is not difficult to find that how to attract consumers' attention is the key for enterprises. How to do good advertising and how to establish consumers' reputation will directly affect the scale of the alcohol market. For merchants, the quality of salespersons should also be paid attention to, because it has a certain impact on the sales of alcoholic products.

(2) Consumption of dietary products.

This survey is mainly conducted on some food consumption places and the food that consumers prefer. The survey shows that consumption has the following important characteristics:

1. Consumers think it is best The hotel is not the best choice, and the most frequented hotel is often not the best hotel. Most of the hotels most frequented by consumers are mid-range, which is in line with the consumption level of residents in this city. Now there will be The comparison of the main hotels is as follows:

Taifu Hotel is the most optimistic, with about 31.82% of consumers choosing it, followed by Wanghailou and Mingzhu Hotel, both with 10.23%, and then Jinjin Hotel Flower Hotel.

During the investigation, we found that although Yuntian Hotel is relatively good, due to the special nature of this hotel, it can only be used when holding large-scale meetings, or only VIPs or government dignitaries can enter. Therefore, many ordinary consumers were surveyed in the survey. Shaohui chooses Yuntian Hotel.

2. Consumers mostly choose to shop around their work or residence, which has certain regional characteristics. Although there is a lot of randomness in the selection of hotels, it is not absolutely the case. For example, Great Wall Restaurant and Huaiyang Restaurant also have certain patronage from long-distance consumers.

3. Consumers pursue fashionable consumption, such as hand-caught lobster, sweet and sour pork ribs, sweet and sour pork loin, and Kung Pao chicken. In particular, hand-caught lobster accounts for about 10% of the total number of survey samples. 26.14%, occupying the catering market with an absolute advantage.

4. In recent years, seafood and hot pot have become two highlights of the public catering market. The market potential is huge and the current consumption is also huge. The survey shows that 60.8% of the total sample said they like seafood, and about 51.14% like hot pot. In the survey on seasons, about 81.83% like to eat hot pot in summer, and about 36.93% in winter. Hot pot is not only There is a big market in winter, and there is also a big market potential in summer. At present, hot pot restaurants and seafood restaurants in this city are all over the streets, forming a major landscape and feature for residents' consumption.

3. Conclusions and Suggestions

(1) Conclusion

1. The consumption level of residents in this city is not too high and belongs to the medium consumption level, with an average With an income of around 1,000 yuan, a considerable number of residents have not yet reached a moderately prosperous level.

2. Residents mainly consume alcoholic beverages for their own consumption, mostly white wine, and relatively little red wine. The brands of wines used for personal consumption, whether white wine or red wine, are Mainly local wine.

3. When consumers buy wine, they pay more attention to the price, quality, packaging and publicity of the wine, and a considerable number of consumers have an indifferent attitude. High awareness of new brands of wine.

4. Hotel consumption is mainly concentrated at the mid-range consumption level. Hot pot and seafood have great consumption potential and already have a considerable consumer market.

(2) Suggestions

1. Merchants should formulate corresponding marketing strategies according to market changes when organizing goods.

2. As consumers tend to choose local wine, the government and businesses should take active measures to guide consumer consumption and achieve a virtuous cycle of urban consumption.

3. Due to the increase in seafood and hot pot consumption, urbanization management has become chaotic. The government should strengthen management, provide scientific guidance to the market, and promote the construction of urban civilization.

A market research report is a written report that describes and reflects the results of the market research and puts forward the author's views and opinions based on the analysis, sorting, screening and processing of the data obtained from the survey.

The market research report is the final result of the market research work and the most important part of the market research process. Many managers are not necessarily involved in the market research process, but they will use survey reports to make business decisions. A good investigation report can provide effective guidance for the company's market planning activities. At the same time, it can play a role in various aspects such as understanding the situation, analyzing problems, making decisions, preparing plans, and controlling, coordinating, and supervising. to a positive effect. If the investigation report is poorly written, no matter how good the investigation data is, it will be eclipsed and may even lead to the failure of the marketing activity.

2. Basic elements of a market research report

A market research report generally has three elements.

Basic situation. That is, the description and explanation of the survey results can be explained with words, charts, and numbers. The introduction of the situation should be detailed and accurate to provide a basis for the next step of analysis and conclusions.

Analysis and conclusion. Scientifically analyze the data of the above situations, find out the causes and the influence of various factors, look at the essence through the phenomenon, and draw clear conclusions about the investigation objects.

Measures and suggestions. Through the analysis and research of survey data, we have a clear understanding of the market situation. Provide suggestions and opinions on the contradiction between market supply and demand and problems found in investigations for leadership decision-making reference.

Related links

There are four basic methods of market research, namely census (comprehensive survey), sampling survey, typical survey and key survey.

Commonly used specific methods mainly include: inquiry method, observation method, experimental method, and data research method.

3. Market research report structure and writing method

[Example 2] Who is buying a private car? The rise of young car owners, individual owners are the main force

Independent survey on the composition of private car owners in Hangzhou

In the car consumption boom in recent years, tens of thousands of Hangzhou people have purchased cars. Dream. According to statistics, the number of private cars in Hangzhou has increased from 2.5 per 100 households at the end of last year to about 3.1. It is expected that by the end of this year, Hangzhou will become the city with the fastest development of cars in my country.

So who are the people driving the private car consumption craze in Hangzhou? What are the obvious characteristics of the Hangzhou auto market? These issues are undoubtedly the focus of many industry insiders and car owners. Recently, we conducted a sample survey on the private car situation in Hangzhou through face-to-face interviews, telephone interviews, online surveys, etc. in some hotels, office buildings, parking lots, residential areas, etc. A total of 300 questionnaires were distributed in this survey, and 253 valid questionnaires were recovered.

The rise of young car owners

Miss Wang, who works in a foreign trade company, said that ordinary means of transportation can no longer meet the needs of today's young people. Today's young people express their individuality and have their own independent space in everything. At the same time, the fast pace of work and life prompts today's young people to need faster means of transportation to achieve high work efficiency.

The survey results show that middle-aged car owners are still the mainstream group of private car owners, accounting for 63.3% of the surveyed people. It is worth noting that a group of young car owners are rising, accounting for 26.5% of the total number. The age of these car owners is roughly around 20 to 30 years old. Most of them have a bachelor's degree and a good occupation. Their annual income is about 50,000 to 100,000 yuan, and more than 50% of them independently finance the car purchase.

What these car owners are most sensitive to is the price of cars, accounting for 37%. In addition, fuel consumption, safety, brand and appearance are also the main factors they are concerned about. The models and colors they choose are generally more fashionable, and their driving experience is generally synchronized with the time of car purchase, mostly within the past three years.

Individual owners are the main force

Mr. Chen, an individual private owner, owns a Buick commercial vehicle. He said that more and more people around him are buying commercial vehicles. From a professional perspective, commercial vehicles have a wide interior space, providing them with a place to receive customers and negotiate business at any time. In addition, the corporate image and personal identity are also improved.

In the survey, self-employed individuals are still the mainstream of private car owners, accounting for 26.5% of the total. Surprisingly, the occupational composition of private car owners has shown an unprecedented diversification trend: civil servants, teachers, Ordinary employees have become the fastest growing car buying team.

This type of car owners buy cars mainly for commuting to and from get off work, as well as for weekend trips. The selected price range is basically between 50,000 and 150,000 yuan. Mr. Fang, a civil servant, bought a Vios and used it to transport his children to and from school and his wife to and from get off work on weekdays. On weekends, I take my family to drive to surrounding scenic spots to experience the beauty of nature. He said with emotion that after having a car, the living radius has been greatly expanded and the quality of life has also been improved.

Buyers are willing to pay the full price

Car owners prefer to replace their cars in five years.

The survey found that the market share of economical family cars is far ahead, with 86% of people buying their first car priced at less than 150,000 yuan; in addition, 44.9% of car owners said they would change to another car every five years on average. New car. In particular, the metabolism of the domestic automobile production and distribution markets is accelerating. New models are emerging one after another. The continuous improvement of after-sales services and the low-price marketing strategy not only allow ordinary working-class people to realize their dreams of buying a car, but also make people with huge pockets and like to experience different things realize their dreams. People who enjoy driving experience are addicted to cars.

However, it is worth noting that car owners still lack the awareness to obey traffic rules. The survey shows that only 1% of people have never violated regulations after buying a car, 60% of car owners have violated regulations about 5 times, and the proportion of violations more than 10 times is as high as 12%.

There is no fixed unified format for market research reports. The structure generally includes two parts: title and body.

(1) Title The title of the market research report should summarize the basic content of the full text and be accurate, concise and eye-catching.

Common writing methods are:

A single-line title can be composed of the survey object, survey content (scope), and language type, such as:

Survey on Tianjin Bicycle’s Market Position at Home and Abroad

You can directly reveal the conclusions of the survey, such as:

Leather clothing is popular in Jinan market

You can also ask questions, such as:

Why are electric toys so popular? Sales

Double-line titles generally consist of a main and sub-line title, such as:

"The Emperor's Daughter" is also "worried about getting married"

——About Investigation on unsalable fish in Zhoushan

(2) The text is generally composed of two parts: the preface and the main body

Common ways of writing the preface are:

Explain the general situation of the investigation activities . State the purpose, time, location, object, scope, method, results, etc. of the investigation.

Introduce the basic information of the survey objects.

Ask a question. For example:

What is the sales situation of the once popular modular furniture this year? Market research shows that sales of modular furniture are becoming increasingly weak and have entered a period of recession. ("Combined furniture has entered a period of decline")

The main body is also the core part of the investigation report, which generally includes three aspects:

Basic situation. That is, the objective situation of the object of investigation in the past and present. Such as development history, market layout, sales situation, etc.