Generally, describe the current situation first, and then describe the goal you want to achieve.
Question 2: How to write the market research report? What do you need? The first basic aspect is to define the product:
In order to implement the business objectives of the enterprise, the marketing department determines the products and services that the enterprise should develop and produce from the perspective of industry development and market demand, and clearly expresses such products and services with words and charts; To accomplish 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 are the basis of all decisions of enterprises, and market research centers and other departments 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, content, standards and methods of market research information collection, the content, 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 enterprise market research generally include the following contents: macroeconomic information, industry information, competing product information, consumer information, product information, customer information, etc.
Product analysis and definition: the enterprise comprehensively analyzes all kinds of internal and external information collected, as well as the business direction, target plan, own resources, advantages and previous sales data of the enterprise, establishes the product development plan of the enterprise and analyzes the feasibility of the product. This part of the work is generally completed by the brand director of the brand center to guide the product manager in the enterprise. The formulation process, contents, standards, responsibilities, methods, tools and standards of this department. Define the product 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, phased 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, product development center and sales department's guidance and coordination on new product development and design, trial sales, demonstration and sample sealing, and assisting and guiding the marketing planning center to formulate and design product marketing strategies.
Product development: the product manager puts forward the concept of new products, which is embodied in the new product development plan. After the feasibility analysis and approval of the company, it will be handed over to the product development center for the development of new products; The product development center is responsible for coordinating and organizing internal production, quality departments, external raw material suppliers, packaging design and other units to carry out new product development work, and formulate business processes, contents and standards for related work; The work of a product development center in an enterprise generally includes the following contents: organizing and implementing new product development, implementing relevant bonus development, planning, organizing and managing product packaging and bonus purchase, and collecting and studying relevant industry information.
The second basic aspect is to formulate product promotion strategies and follow-up guidance:
After the new product is developed, how to guide and assist the sales department to sell it and what kind of consumer groups to promote it to? What kind of market to promote? Through what channels to promote? 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 establishment, maintenance and promotion: the products sold by enterprises to consumers should not only meet the material level, but also have the spiritual level. With the intensification of market competition, product homogeneity 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 and enhance the sales force of enterprise products through the continuous improvement of brand image and position; To do this, it involves how to establish a brand image and how to maintain it. This work 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. According to the business objectives, industry status and market environment of the enterprise, the brand center establishes and adjusts the brand positioning, communication concept, CI and VI image and brand management standards 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 on the market, there are not only problems of how to sell, but also problems of how to standardize sales. This requires the marketing department to provide marketing strategy support for the sales department and provide follow-up and guidance services. This part of the work is in ... >>
Question 3: How to start writing a market research report? Market research should first make clear what kind of market research to do, such as clothing, health care products, computers and so on. Only by choosing the right direction can we determine where to investigate, what to know and what to write. It is best to have an outline before the investigation, and then make a purposeful investigation, which can get twice the result with half the effort.
1 Common survey methods of market research
(of doctors) make a house call
It is the earliest way for consumers to visit.
Its advantages are:
1) Interviewers and interviewers can form face-to-face communication;
2) Suitable for long questionnaires, such as interviews with length exceeding 1 hour. When the length of the questionnaire exceeds 1.5 hours, one part can be interviewed by the interviewer and the other part can be left at the respondent's home, so that the respondent can fill in the answers when he is free. This is the traditional method to obtain lien;
3) Visits suitable for showing products/cards to interviewees;
4) Suitable for interviews that require the interviewer's demonstration/operation.
Disadvantages are:
1) Because the interviewee is not easy to contact, such as the influence of electronic doors/locks/security in the community, it is difficult to reach the target interviewee;
2) Due to the improvement of respondents' safety awareness, the rate of refusing to visit has increased;
3) Because the interview success rate is reduced, the interviewer is unwilling to participate in home visits, and the interviewer's turnover rate 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 means, 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.
Family observation:
In order to ensure the quality of data acquisition, a series of measures have been taken.
1. Standardize all the steps/processes of interview data collection, including sampling frame establishment, point selection, point selection, household extraction, interval, etc. During the sampling process;
2. Conduct unified regular training for all these data acquisition points. Train them in data collection and quality control according to the standards;
3. Publicly evaluate, reward and punish each project from different angles such as sampling, training, access control and questionnaire quality;
4. Conduct a comprehensive evaluation on the quality and other indicators of each data collection point every year, and implement the system of survival of the fittest according to the evaluation results, that is, reward excellent samplers, interviewers and supervisors. Eliminate the last few with the worst quality and cultivate new data acquisition points.
Go to the user's home or living or working area to observe the characteristics of the user's placing, using, moving and operating products. With the advent of the personalized era and the increasingly fine market segmentation, 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.
Home observation emphasizes the observation of users' behavior under natural conditions, but market research cannot suddenly break into users' homes for observation, and it must be communicated with users in advance and approved by users before entering. Therefore, how to arrange skillfully is very important. At the same time, observation under natural conditions requires the observer to skillfully capture every useful detail of the user, so careful design before observation is very important.
Observations can be completely structured, semi-structured or completely unstructured. How to design depends entirely on the situation of the project
Street interception
In other words, choose a bustling or (target) crowded outdoor place, and the interviewer will randomly/intermittently stop passers-by and conduct a questionnaire survey on the spot.
Street station visits are conducted on the street, so it is not suitable to use too long/complicated questionnaires or cards for interviews.
In most cases, street stations are used to do similar projects such as crowd observation and outdoor advertising effect measurement.
Telephone interview
Face-to-face interview is difficult and costly, so telephone interview came into being. The most primitive telephone interview is that the interviewer calls and interviews the interviewee according to the questionnaire. The only difference between face-to-face interview and 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 reflect the characteristics of fast and efficient telephone access. The time-consuming steps in the visit include not only the visit (including the local supervisor's two-day intensive training, but also the supervisor's training of interviewers in various places. ), but also ask questions by email ... >>
Question 4: How to write a market survey refers to using scientific methods to collect, record and sort out relevant marketing information and materials purposefully and systematically, analyze the market situation, understand the market status and development trend, and provide objective and correct information for market prediction and marketing decision-making.
There are many contents of market survey, including market environment survey, including policy environment, economic environment, social and cultural environment survey; Investigation on the basic situation of the market, mainly including market norms, overall demand, market trends, market distribution share of the same industry, etc. ; Investigation on sales possibility, including the number and demand of existing and potential users, the changing trend of market demand, the market share of competitors' products, the possibility and specific methods of expanding sales; You can also investigate consumers and consumer demand, enterprise products, product prices, social and natural factors affecting sales, sales channels, etc.
Methods of collecting raw data of market research
? Observation method
There are two methods: direct observation and actual micro-measurement.
The so-called direct observation method refers to the investigator's purposeful, systematic and step-by-step observation and recording of the behavior, words and expressions of the respondent in order to obtain first-hand information. Its biggest feature is that it is always carried out under natural conditions, and the materials obtained are true and vivid, but the observation results will be one-sided because of the particularity of the observed object.
Actual trace measurement is to observe and investigate through the actual trace left by an event, which is generally used to investigate the traffic of users and the effect of advertisements. For example, an enterprise advertises in several newspapers and magazines, and a form or explanation is attached below the advertisement for readers to read, cut and send back to the relevant departments of the enterprise respectively. From the recycled forms, enterprises can know which newspapers and magazines have the best advertising effect, and provide reliable information for selecting advertising media and measuring advertising effect in the future.
? Query method
It is to ask the respondents about the matters to be investigated in person, in writing or by telephone, so as to obtain the required information. It is the most commonly used method in market research and can be divided into four types: interview survey, telephone survey, mail survey and indwelling inquiry form survey. They have their own advantages and disadvantages. Interview survey can directly listen to each other's opinions, which is flexible, but the cost is high, and the results are easily influenced by the technical level of the investigators. E-mail survey is fast and low in cost, but the recovery rate is low. Telephone survey is fast and the cost is the lowest, but it is limited to users with telephones, and its integrity is not high. The indwelling inquiry form can make up for the above shortcomings. The investigator handed the questionnaire to the respondent face to face, explained the method, filled it out by himself, and then the investigator took it back regularly.
? experimental method
Usually used to investigate the influence of a certain factor on market sales. This method is to carry out small-scale experiments under certain conditions, and then analyze the actual results to see if it is worth popularizing. It has a wide range of applications. This method can be used to investigate the user's reaction when changing the variety, quality, packaging, design, price, advertisement, display mode and other factors of a commodity.
The main process of market research
The important links of market research are mainly in two aspects: information collection, investigation and analysis, and information collection is to provide data for investigation and analysis; Investigation and analysis is the analysis of information data and the writing of investigation report, and management plans such as enterprise strategic objectives and management plans are formulated according to the investigation report.
Intelligence gathering
Information collection is the collection of market environment information. The authenticity and validity of the collected data directly affect the scientificity of investigation and analysis, and the authenticity and validity of the collected data directly depend on the investigation methods of information collection.
Market research is an independent discipline, and the market research methods in books are systematic and professional, but market research runs through enterprise management from beginning to end. Due to the limitation of manpower and material resources, enterprises cannot systematically obtain information. Although the market research momentum of some large enterprises is huge, the research methods of giving gifts and lottery, combining inquiry and questionnaire survey can be found from the research site that the false information provided by the respondents accounts for a considerable proportion and is the most effective.
In-depth research method is an effective research method to collect information in the market according to the purpose of research. This research method is targeted, economical and effective.
Enterprise management needs a lot of information, and the market is a huge information system, which is the needle of information collection. & gt
Question 5: the format of the market survey plan 1. Determine the purpose of the survey.
Defining the purpose of investigation is the primary problem of investigation design. Only by determining the purpose of the investigation can we determine the scope, content and method of the investigation, otherwise it will contain some irrelevant investigation items and omit some important investigation items, which can not meet the requirements of the investigation. Determining the purpose of the investigation is to clarify what problems the investigation should solve, what information should be obtained through the investigation, and what is the use of obtaining these materials. The standard to measure whether a survey design is scientific is mainly to see whether the design of the scheme reflects the requirements of the survey purpose and conforms to the objective reality.
Two. Determine the survey object and unit
After clarifying the purpose of the investigation, it is necessary to determine the object and unit of the investigation, which is mainly to solve the problem of who to investigate and who to provide specific information. The object of investigation is to determine the scope of investigation and the whole to be investigated according to the purpose and task of investigation, and it is composed of many investigation units with the same nature. The investigation unit is the individual in the overall social and economic phenomenon under investigation, that is, the specific unit in the investigation object, and it is the undertaker of every investigation item registered in the investigation.
Three. Determination of investigation items
When determining the investigation items, besides considering the purpose of the investigation and the characteristics of the respondents, we should also pay attention to the following issues:
1, the determined investigation items should not only have the investigation task requirements, but also get the answers. All survey items available for survey purposes should be fully satisfied, otherwise they should not be included.
2. The expression of the item must be clear, so that the answer has certain expression forms, such as numbers, yes or no or words. Otherwise, the respondents will have different understandings and make different answers, which is difficult to summarize.
3. Make sure that the investigation items are related to each other as much as possible, so that the obtained data can be compared with each other, so as to understand the reasons, conditions and consequences of the phenomenon change and check the accuracy of the answers.
4. The meaning of the investigation project should be clear and definite, and a description of the investigation project can be attached when necessary.
Four. Formulation of survey outline and questionnaire
After the investigation items are determined, the investigation items can be scientifically classified and sorted to form an investigation outline or questionnaire, which is convenient for investigation registration and summary. There are two forms of questionnaire: single form and list form. Simple form means that only one survey unit is registered in each questionnaire, which is often used when there are many survey items. Its advantage is that it is easy to organize in groups, but its disadvantage is that each table is marked with matters such as place and time, which causes a lot of manpower, material resources and time consumption. Checklist is a questionnaire that can register the survey data of multiple units. Its advantage is that when there are few survey items, it can be clear at a glance, and you can also check the information of relevant units in the questionnaire. Its disadvantage is that each investigation unit cannot register more projects.
After the questionnaire is drawn up, in order to fill in the form correctly and standardize it, instructions for filling in the form should be attached. The contents include the explanation of each item in the questionnaire, related calculation methods and matters needing attention when filling in the form. The instructions for filling in the form should be accurate, concise and easy to understand.
Verb (abbreviation for verb) determines the time and duration of the investigation.
The survey time refers to the time to which the survey data belongs. If we want to investigate the phenomenon of the period, we should clearly stipulate that the information reflects the information from when to when. If we want to investigate the phenomenon of time point, we must clearly stipulate a unified standard time point for investigation.
The investigation period is to specify the start time and end time of the investigation work. Including the whole working time from designing the investigation plan to submitting the investigation report, and the starting time of each stage, so that the investigation work can be carried out in time and completed on time. In order to improve the timeliness of information, if possible, the investigation period should be shortened appropriately.
Intransitive verbs determine the place of investigation
In the investigation plan, it is also necessary to clearly specify the investigation location. The survey site is usually consistent with the survey unit, but there are also inconsistencies. When the two are inconsistent, it is especially necessary to specify the investigation place.
Seven. Determination of investigation methods and means
In the survey plan, it is also necessary to stipulate what kind of organization methods and methods are used to obtain survey data. Methods of collecting survey data
Question 6: What's the difference between market analysis and market background analysis? Market analysis is an economic analysis of market size, location, nature, characteristics, market capacity and attractive range. According to the market environment, competitiveness, competitors, etc. of the project products, through market research and supply and demand forecast, it is analyzed and judged whether the products produced after the project is put into production have a market in a limited time, and what marketing strategies are adopted to achieve the sales target. The main tasks of market analysis are: analyzing and forecasting the demand of the whole society for project products; Analyze the market supply of similar products and competitors; Preliminary determination of production scale; Preliminary calculation of economic benefits of the project. Market analysis is one of the components of industrial development and industrial layout research. According to its content, it is divided into three categories: ① Market demand forecast and analysis. Including the estimation of current market demand and the prediction of future market capacity and product competitiveness. Usually, survey analysis, statistical analysis and correlation analysis are used to predict; ② Analysis of market demand level and market demand in different regions. That is, according to the characteristics of each market, population distribution, economic income, consumption habits, administrative divisions, best-selling brands, productive consumption, etc. , determine the needs of different regions, different consumers and users, as well as transportation and sales costs. Generally, the methods of division of production and marketing areas, market division, market share and investigation and analysis can be adopted; (3) estimate the product life cycle and sellable time. That is to predict the time required by the market, so that activities such as production and distribution can best match the market demand. Through market analysis, we can determine the future demand, variety and duration of products; Product sales and competitiveness; Changes and updates of product specifications and varieties; Regional distribution of product demand and so on. In the study of industrial development and layout, market analysis is helpful to determine the development level and scale of regional industrial departments or enterprises, and adjust the industrial structure in time; Help to adjust product structure and improve competitiveness; It is helpful to arrange industrial enterprises reasonably under the principle of minimum transportation and production costs.
Question 7: How to write a market survey report? Conduct market research first. You can analyze and sort out the data and contents after the investigation through interviews and questionnaires, and then write the investigation report. The investigation report should involve the questions you interviewed and the ways to solve them. You can consult the information and write your own thoughts.
Question 8: How should the market research report be written? The market research project that cost a lot of energy and money failed to satisfy the boss, and the suggestions were not adopted by the boss. This is really a very annoying thing. It may be because there is something wrong with your investigation method, or because your professional ability is not high enough, but more often it is because your investigation report is not satisfactory. Research shows that many normal research projects fail to achieve the expected results, often because of problems in information transmission, so that decision makers fail to understand and accept the contents of the report. Research report is the main way for you to transmit information to decision makers, and it is also an important basis for decision makers to obtain information about your research projects. Therefore, writing a good research report to make your research report more convincing is the basis of your research success. So, how should the market research report be written? We believe that we can at least make our market research report more brilliant from the following three aspects. First, the well-designed report structure The market research report has no fixed format and the structure is diversified. However, the general market research report includes contents such as catalogue, report summary, introduction, research methods, research analysis, limitations, conclusions and suggestions, appendices, charts and appendices. In order to make the research report more professional, we must carefully design the structure of the research report according to the purpose, content and results of the research project. The author once made a three-month market survey of major competitive brands for a foreign listed company. The survey covers a wide range of products, channels, communication and comprehensive competitiveness of major competitors. Finally, I wrote a research report with tens of thousands of words and nearly 100 pages. It takes two to three hours to read such a long research report from beginning to end. The president is very busy with his work, and many things need to be dealt with urgently. It is difficult to spare a few hours to read the report at once. At that time, I roughly arranged the structure of the research report as follows. 1. Establish a complete electronic catalogue. The author compiled a document catalogue of research reports in Word, so that decision makers can easily understand the contents of the whole report and quickly find the information they are interested in by clicking the content title in the catalogue. At the same time, I have compiled the charts appearing in the report into a chart catalogue independently and attached them to the main catalogue, so that decision makers can find these charts conveniently. 2. After writing the research report, the author made great efforts to compile the summary of the report. It accurately summarizes all the basic parts of the report in two pages, highlighting the conclusions and suggestions of the investigation. The purpose of this abstract is to enable decision makers to quickly grasp the main points of investigation through the abstract. This summary is an abridged version of the survey report when the time of decision makers is not allowed. 3. Insert an attractive introduction. Decision makers need to read more than one report and make more than one decision. How do they give priority to their reports and make their suggestions implemented? The author's method is to insert a short and attractive introduction at the beginning of the research report. The introduction mainly explains the reason, scope, problems, benefits and historical background of the investigation. Its function is to guide decision makers to pay attention to the problems they face and have a strong interest in the topics they investigate. 4. Detailed investigation and analysis This is the longest part of the investigation report, covering the analysis and interpretation of all the contents of the abstract, the collation of collected data, the application process and analysis results of various analytical methods and statistical methods. This is the basis of the research results and suggestions. So, it took me more than ten days and dozens of pages to finish this part. In order to answer all the questions raised by decision makers when reading the abstract through this part. 5. Remarkable conclusions and suggestions The conclusions of the investigation are obtained through data collection and various scientific analysis methods, and are the results of investigation and analysis. Research conclusions are often influenced by the knowledge structure, experience and experience of researchers. The author of the research report must clearly realize this, speak with objective facts and try to avoid being influenced by feelings, prejudices, personal preferences and so on. Therefore, the author is very cautious when drawing conclusions from this survey. Those who have no sufficient basis would rather not draw a conclusion, but have to say something important and make it clear that this is a personal opinion and there may be errors. The more suggestions, the better. Suggestions must be made on the purpose and scope of this investigation. Some researchers suffer from the fact that they usually don't have the opportunity to make suggestions to decision makers, or they don't get the attention and recognition of decision makers. It is rare to have such an opportunity. They usually keep a lot of information for a long time. > & gt