The presentation of the report should be logical, so that people who read the report for the first time have a clear feeling. You can use expression tools such as charts to help you.
Pay attention to fonts, paragraphs and paper formats. Different levels should use different font formats. Paragraphs and papers should be designed according to practical principles, giving people a professional and reliable feeling.
All conclusions should be based on true and accurate survey data, and should not be made up subjectively or out of thin air, so as to improve the practicability of market research reports.
We should also pay attention to the purpose and method of the initial research, but not too long.
The content structure of market research report generally consists of the following parts:
(A) the title of the market research report
The title is the title of the market research report, which generally has two forms:
The title of the market survey report-the title of the official document, is composed of the survey object, content and language name, such as "2002 rural clothing sales survey report". It is worth noting that in practice, the market survey report can also be simplified as "investigation";
The title of the market survey report-the title of the article, is to directly explain the content or theme of the survey in a summarized language form, such as "the potential purchasing power trend of urban residents in the province". In practice, the titles of such market research reports mostly adopt the structure of double questions (positive and negative questions), which is more eye-catching and attractive. For example, Competition is Today, Hope is Tomorrow —— Analysis Report of the National Washing Machine User Questionnaire Survey, and Where is the Market —— Tianjin Sanfeng Light Bus User Survey, etc.
(2) Brief introduction of market survey report
Introduction, also known as introduction, is the front part of the text of market research report and should be concise and to the point. Generally, the purpose, time, place, object, scope and method of the survey should be explained, and the basic viewpoints or conclusions of the market survey report can also be summarized, so that readers can have a preliminary understanding of the content and significance of the full text. Then use a turning sentence to connect the front and back, leading to the main part. For example, a market survey report entitled "Market Survey of Electric Heater in the City in 2002" wrote in the introduction: "Entrusted by XX, XX Northern Survey and Planning Institute conducted an electric heater market survey in some provinces and cities in China from March to April 2003. The investigation and research situation is now reported as follows: "The identity of the subject, the time, the object and the scope of the investigation are explained in short words, and the following is started with a turning sentence, which is in line with the norms. This part of the text should be concise and avoid verbosity; Depending on the specific situation, this part can sometimes be omitted to make the writing more concise.
(3) The main body of the market survey report
This part is the core of the market research report, and it is also the focus and difficulty of writing. We should explain the basic situation of the investigation completely, accurately and concretely, make scientific and reasonable analysis and prediction, and put forward targeted countermeasures and suggestions on this basis. Specifically, it includes the following three aspects:
Market Survey Report-Introduction: The introduction of the market survey report, that is, the introduction of the basic information obtained from the survey, is the basis and main content of the full text. It is necessary to combine narrative and explanation to clearly express the historical and realistic situation of the respondents, including market share, the relationship between production and consumption, products, output and prices. In terms of specific writing, it can be divided into several categories according to the nature of the problem, in the form of setting subtitles or abstracts; It can also be explained in chronological order, or by enumerating numbers, charts or images. In any case, we should strive to be accurate, specific and orderly, and provide a solid and sufficient foundation for the following analysis and suggestions.
Market research report-analysis and forecast: The analysis and forecast of the market research report is based on the analysis of the basic situation obtained from the investigation, which directly affects the decision-making behavior of relevant departments and business leaders, so it must be written well. It is necessary to use the method of discussion to analyze the data obtained from the investigation, conduct scientific research and inference, and form conclusive opinions that conform to the law of development and change of things. The language should be judgmental and targeted, so as to be nuanced and concise. It is forbidden to sing "I believe in heaven" without referring to the information obtained from the survey.
Market research report-marketing suggestion: this content is the embodiment of the purpose and purpose of writing market research report. According to the above investigation, analysis and prediction, specific suggestions and measures are put forward for decision makers' reference. Attention should be paid to the pertinence and feasibility of the proposal, which can effectively solve the problem.
How to write the market research report?
1. Determine the theme
Theme is the soul of research report, which is of decisive significance to the success or failure of research report writing. Therefore, to determine the theme should pay attention to:
The theme of the report should be consistent with the theme of the investigation;
Redefine the theme according to the results of investigation and analysis;
The theme should be small and focused;
Coordinate with the title to avoid inconsistency.
Step 2 choose materials
The systematic and complete "survey data" obtained through statistical analysis and theoretical analysis still need to be carefully selected when organizing the survey report, and it is impossible and unnecessary to write the whole report, so we should pay attention to the selection. How to choose materials?
① Select materials related to the theme, and remove irrelevant, irrelevant, secondary and unimportant materials to make the theme concentrated, distinct and prominent;
(2) Pay attention to the combination of material points and surfaces. Materials should not only support a certain viewpoint in the report, but also support each other to form a superficial "atmosphere";
(3) among the existing useful materials, compare, identify and select the best materials to support the author's point of view, so that each material is equal to one.
3. Layout and outline preparation
This is the key link in the conception of the research report. Layout refers to the expression form of research report, which is embodied in the outline and is the "skeleton" of the article. The process of drawing up an outline is actually a process of further classifying and structuring the investigation materials. The principle of the framework is: "around the theme, step by step, interlocking." Outline or skeleton is characterized by its inherent logic, which requires clear outline and distinct levels.
There are two kinds of outlines in the research report. One is the viewpoint outline, which lists the viewpoints formed by researchers in the research one by one according to the logical relationship. The other is the item outline, that is, write an outline one by one according to the chapters, sections and items expressed in hierarchical meaning. You can also combine these two outlines to make an outline.
draw up a report
This is the writing stage of the research report. According to the determined theme, selected materials and writing outline, the article should be written in an orderly way. In the process of writing, we should choose language according to actual needs and divide paragraphs flexibly.
Attention should be paid to: ① reasonable structure (title, introduction, text, ending, signature); (2) The report is standard, aesthetic and readable, such as "formulating preferential policies to introduce urgently needed talents" and "using competition mechanism to revitalize existing talents". 3 read through and understand. Pay attention to the use of figures, charts and technical terms to make the language expressive, accurate, vivid and concise.
Modify the report
After the report is drafted, it should be carefully revised. Mainly to check the theme, materials, structure, language and punctuation of the report, and add, delete, modify and adjust it. After completing these tasks, you can submit or publish the final version.
How to write a good research report?
First, it is the life of the research report to master rich, conclusive and practical materials. Abundant and conclusive materials come from on-the-spot investigation on the one hand, and books, newspapers, magazines and the Internet on the other. In the era of knowledge explosion, it seems easier to get indirect information, but it is rare to get first-hand information in depth. This requires eyes down, down-to-earth, serious investigation in practice, and a large number of first-hand information in line with reality. This is the premise of writing a good investigation report, and we must make great efforts.
Secondly, it is not easy to distinguish the authenticity of things and find out the inherent regularity of things from a large number of direct and indirect information obtained. The research report should not cover everything. In the first-hand materials, select the most typical and most telling materials, analyze them, reveal the essence of things or find out the inherent laws of things, draw correct conclusions and sum up valuable things, which should be paid special attention to when writing research reports.
Third, try to use accurate words and concise style. Mao Zedong's investigation report on Hunan peasant movement is a good example. When writing research reports, professional terms with mature concepts should be used, and non-professional terms should be accurate and easy to understand. Popularization should be advocated. In particular, the typical language of the respondents should be selected in the research report. At present, the blind pursuit of novel words, the use of complex words to express simple things and simple truths are actually the manifestations of impetuous style of study, and sometimes even "no real kung fu".
Research reports are generally produced to solve a problem. The report needs to state the causes, process, trend and influence of the occurrence and development of the problem. If the concept of words is unclear, it will be difficult for readers to understand the true nature of things and the purpose of solving problems will not be achieved. Especially in the policy research report, accurate wording is helpful for decision makers to understand the content of the research report quickly and accurately, which is conducive to the correctness of policy formulation and adjustment.
Fourth, the logic is rigorous and clear. The research report should be clear and well-founded. Arguments and viewpoints should have a strict logical relationship and be organized. Argument is not just to list examples and tell stories. Logical relationship refers to the inherent and inevitable connection between argument and viewpoint. If there is no logical relationship, no matter how many examples, it is difficult to prove the correctness of the viewpoint. Structural innovation is only a matter of form, and we can't focus on the form of pursuing reports. The structure of the research report can be eclectic.
Fifth, we should have solid professional knowledge and ideological quality. A good research report is determined by the basic quality of researchers. Researchers should not only have a profound theoretical foundation, but also have rich professional knowledge. A policy often involves many aspects of the national economy and affects different social groups. Only with extensive knowledge can we deeply understand the country's major policies and correctly judge the needs of different groups involved in policies. See the true face of complex things. Engels said: If the phenomenon and essence are unified, any science has no value. Researchers must have the ability to see the essence of things through phenomena. This stems from the accumulation of time, not overnight.
Sixth, we should have people's feelings and pursue cause and truth. Everything is divided into two, and the research report has certain subjectivity. The author's position determines the theme and viewpoint of the report, and also determines the selection tendency of the report material. Ba Jin said, "It's not that I have talent, but that I have feelings." In-depth practical research requires a strong desire and feelings for the people and the country to solve problems.