how to write a market research report
market research should first make clear what kind of market research to do, such as clothing, health care products, computers, etc., and choose a correct direction, so as to determine where to investigate, what to know and what to write. Before the investigation, it is best to have an outline, and then investigate with a purpose, which can get twice the result with half the effort.
1 The survey method commonly used in market research
Home visit
is the earliest one among consumer visits.
Its advantages are:
1) Face-to-face communication can be formed between the interviewer and the interviewee;
2) It is suitable for long questionnaires, such as interviews of more than 1 hours. When the questionnaire is longer than 1.5 hours, part of it can be interviewed by the interviewer, and the other part can be left in the respondent's home to allow the respondent to fill in the answer when he is free. This is the conventional lien access method;
3) It is suitable for interviews where products/cards are presented to the interviewees;
4) It is suitable for visits that require demonstration/operation by interviewers.
Disadvantages are:
1) It is difficult to reach the target interviewee because the interviewee is not easy to contact, such as the influence of electronic doors/locks/security guards in the community;
2) Due to the improvement of the safety awareness of the interviewees, the interview rejection rate has increased;
3) As the success rate of visiting is reduced, visitors are unwilling to participate in home visits, and the turnover rate of visitors is increased. Therefore, more and more market research companies adopt the method of pre-screening the interviewees, that is, first communicate with the target interviewees by telephone or other methods, and then send interviewers to visit them when the interview is accepted and the time is right.
Beijing Shendiao Data is an earlier database marketing research company in China, and has established a close data collection network with many market research companies.
In-house observation:
In order to ensure the quality of data collection, a series of measures have been taken
1. Standardize all the steps/processes of face-to-face data collection, including the establishment of sampling frame, selection of points, drawing, household extraction, interval, etc.;
2. Conduct unified and regular training for all these data collection points. Train them in data collection and quality control according to standards;
3. Publicly evaluate, reward and punish each project from different angles such as sampling, training, access control and questionnaire quality;
4. comprehensively evaluate the quality and other indicators of each data collection point once a year, and carry out the system of survival of the fittest according to the evaluation results, that is, reward excellent samplers, interviewers, supervisors, etc., eliminate the last few with the worst quality and cultivate new data collection points.
go to the user's home or living area or work area to observe the characteristics of the user's placing, using, moving and operating products. With the advent of personalized era and more and more detailed market segmentation today, customers are very concerned about how to provide personalized services for their users, which requires them to understand the user's use behavior, characteristics, environment and so on. Therefore, the household observation method is accepted by more and more users.
In-house observation emphasizes the observation of users' behaviors under natural conditions, but market research can't suddenly break into users' homes to observe, and users must communicate with them in advance and get their consent before entering. Therefore, how to make clever arrangements is very important. At the same time, observation under natural conditions requires the observer to capture every useful detail of the user skillfully, so careful design before observation is very important.
observation can be completely structured, semi-structured or completely unstructured. How to design it depends entirely on the situation of the project
street interception
that is, select a bustling or (target) outdoor place with a large number of people, and the interviewer will stop passers-by at random/at intervals and conduct a questionnaire survey on the spot.
street interview is conducted on the street, so it is not appropriate to visit with a long/complicated questionnaire or a card.
In most cases, street stop interviews are used to do projects similar to crowd observation and outdoor advertising effect measurement.
Telephone interviews
Face-to-face interviews are difficult for interviewees to contact and expensive, so telephone interviews came into being. The most primitive telephone interview is that the interviewer dials the phone and interviews the interviewee according to the questionnaire. The only difference from face-to-face interview is that one is face-to-face interview and the other is telephone interview.
However, this telephone access method does not fully show the characteristics of fast and efficient telephone access. The very time-consuming steps in the interview include the visit (including the centralized training of supervisors from all over the country for about 2 days, and the supervisors going to all over the country to train interviewers ......
How to write the market research report? What content do you need?
The first basic aspect is to define products:
The marketing department determines the products and services that the enterprise should develop and produce from the perspective of industry development and market demand in order to implement the business objectives of the enterprise, and clearly expresses this product and service with words and charts; To complete this basic function, we need to do a good job in three aspects:
Market research: research is the beginning of all work. Without investigation, there is no right to speak, and there is no new discovery. Investigation and research is the basis of all decisions of enterprises, and departments such as market research centers are generally set up in enterprises to carry out such work. According to the business objectives and business scope of the enterprise, this department formulates the scope, contents, standards and methods of information collection for market research, the contents, key indicators and formats of information summary and analysis, and the mechanism and process of information exchange and transmission. The types of information collected by market research in enterprises generally include the following contents: macro economic information, industry information, competitive product information, consumer information, product information, customer information and so on.
product analysis and definition: the enterprise comprehensively analyzes all kinds of internal and external information collected, as well as its business direction, target plan, its own resources, advantages and previous sales data, etc., and establishes the product development plan of the enterprise, and makes a feasibility analysis of the product. This part of the work is generally done by the brand director of the brand center to guide the product manager in the enterprise. This department formulates the process, contents, standards, responsibilities, methods, tools, standards, etc. of product definition according to the business objectives of the enterprise; The work of a product manager in an enterprise generally includes the following aspects: regular market information analysis and evaluation, regular product line sales tracking analysis and evaluation, staged product line integration suggestions under the guidance of brand director, new product concept and development plan, old product transformation plan, feasibility analysis, product VI standard formulation under the guidance of brand director, guidance and coordination of product development center and sales department for new product development and design, trial sale, demonstration and sample sealing, and assistance and guidance of market planning center in formulating and designing product marketing strategies.
product development: the product manager puts forward the new product concept, and concretizes it into a new product development plan. After feasibility analysis and approval by the company, it will be handed over to the product development center to be responsible for the development of new products. The product development center is responsible for coordinating and organizing the internal production, quality departments, external raw material suppliers, packaging design and other units to carry out new product development work, and formulating business processes, contents and standards of related work; The work of a product development center in an enterprise generally includes the following contents: organizing and implementing new product development, implementing related bonus development, planning, organizing and managing product packaging and bonus purchase, and collecting and researching related industry information.
The second basic aspect is to formulate product promotion strategy and follow up the guidance:
After the new product is developed, how to guide and assist the sales department to sell it, and to what kind of consumer groups? What kind of market to promote? What channels are used to promote it? How to promote it? This is the second basic function of the marketing department, which is to formulate the promotion strategy of products. This function usually includes the following aspects:
brand building, maintenance and promotion: the products sold by enterprises to consumers should not only meet the material level, but also be spiritual. With the intensification of market competition, the homogenization of products is becoming more and more serious. How to establish the image and position of enterprise products in the eyes of target consumers, so as to effectively distinguish enterprise products from competing products, establish the differentiated image of enterprise products, consolidate and improve consumers' loyalty to the brand through the continuous improvement of brand image and position, and enhance the sales power of enterprise products; To do this, it involves how to establish the brand image and how to maintain the brand image. The work in this area is usually done by the internal brand management manager, public relations communication manager, product manager, external brand service company and media communication company under the leadership of the brand director of the brand center in the enterprise. The brand center establishes and adjusts the brand positioning, communication concept, CI and VI image and brand management standards of the enterprise according to the business objectives, industry status and market environment of the enterprise, formulates and implements the media communication and public relations activities plan of the enterprise brand, and formulates and implements the communication and public relations plan of the enterprise culture.
product promotion: after the product is put into the market, there is not only the problem of how to sell, but also the problem of how to standardize the sales. This requires the marketing department to provide marketing strategy support to the sales department and provide follow-up and guidance services. And this part of the work is in ...
How to write the market research report?
Introduction
This survey report is written by China Industrial Competitive Information Network based on market survey data, industry statistics data, interview results of domestic and foreign enterprises, technical progress of scientific research institutes, futures market price execution information and other information. It is a necessary reference for jade product production and trade, technology research and development enterprises to formulate production, marketing and technology development plans.
Table of Contents
Chapter I Overview of China Jade Product Market
Section I Product Introduction
Section II Industrial Chain Model
I. Introduction of Industrial Chain Model
II, Analysis of industrial chain model
Section 2 Product quality standard and standard number
Section 3 Product purity and price and application analysis
Section 4 Comparative analysis of production technology
Section 5 "five forces model" analysis of jadeite product industry development in China
I. Introduction of five forces model
II, Five forces model analysis of the market environment of jadeite products
Chapter II Analysis of production and consumption of jadeite products abroad (analysis of demand pattern)
Section I General situation of foreign product production in 2115-2117
Section II General situation of foreign product consumption in 2115-2117
Section III Major foreign product production enterprises
(mainly for enterprise production and sales, Market Competition Strategy and SWOT Analysis)
Section IV Consumption Characteristics of Downstream Consumption Fields of Foreign Products
Section V Forecast of Future Production and Consumption of Foreign Products in 2118-2111
Chapter III Introduction of Major Domestic Jade Products Manufacturers (Supply Pattern Analysis)
Section I General Situation of Domestic Product Production in 2115-2117
Section II 2115-2117. General situation of consumption
Section III Analysis of major domestic production enterprises
(mainly on the production and sales of enterprises, Market competition strategy and SWOT analysis)
Section IV Analysis of trade between major domestic jade product distribution enterprises and domestic products
Section V Key domestic products under construction in 2117, Proposed Project
Section VI Consumption Characteristics of Domestic Products in Downstream Consumption Fields
Section VII Forecast of Future Production and Consumption of Domestic Products in 2118-2111
Chapter IV Analysis and Forecast of Domestic Jade Products Market
Section I Analysis of Product Market Supply and Demand in 2115-2117
Section II Analysis of Distribution Mode of Jade Products
Section III Characteristics of Domestic Product Demand and Distribution analysis
forecast of domestic supply and demand pattern in 2118-2111
Chapter V analysis of domestic jade product price trend and influencing factors
Section I price review of domestic jade products in 2115-2117
Section II current market price of domestic jade products and comments
Section III analysis of influencing factors of domestic jade product price
Section IV utilization of futures by domestic enterprises. Analysis of avoiding price risk
Chapter VI Analysis of Import and Export Market
Section 1 Asia, EU, North American Free Trade Area
Section II Analysis of Import Data of Domestic Products in 2115-2117
Section III Analysis of Export Data of Domestic Products in 2115-2117
Section IV Forecast of Future Import and Export of Domestic Products in 2118-2111
Chapter VII Analysis of Raw Material Supply in the Jade Products Industry
Section I Main Raw Materials
Section II Price and supply in 2116
Section III Forecast of future price and supply of major raw materials in 2118-2111
Section IV Domestic related industrial policies
Section V Foreign related industrial policies
Section VI Domestic related environmental protection regulations
Section VII Foreign related environmental protection regulations
Chapter VIII Trade warning
Dumping and anti-dumping that may be involved in the first section < p Trade barriers and technical barriers encountered
The impact of recent RMB exchange rate changes in the third quarter
The stability analysis of China's trade relations with major markets
Chapter IX Prediction of the development trend of China jade products market
The first quarter of 2118-2111 market profit forecast
The second quarter of domestic production, Investment operation mode of marketing enterprises
Analysis of advantages of export and domestic sales in the third quarter
Chapter 11 Suggestions on project investment in jadeite products industry
Precautions for product technology application in the first quarter
Precautions for project investment in the second quarter
Precautions for product production and development in the third quarter
Precautions for product sales in the fourth quarter
Basic conclusions of industry analysis in the fifth quarter
Basic framework of feasibility study report for project investment in the sixth quarter.
Chart Catalogue
Chart Jade Production ...
How to write the background of market research
It depends on what you want to investigate, such as market share, consumer behavior analysis of Mengniu yogurt, new product launch, etc.
Generally, describe the current situation first, and then what you want to achieve.
how to write an overview of market research
1. The meaning of survey
Market research is an activity that systematically designs, collects, analyzes and reports information and research results related to the specific marketing situation faced by enterprises, and the results of market research are often the most important basis for business leaders to make marketing decisions.
definition of American Marketing Association (AMA):
Market research is a means to connect consumers (customers, customers and the public) with marketers (manufacturers and sellers) through specific information.
second, the market adjustment