About the assignment of "Market Research".

Writing a market research report? ? After the market research project is basically completed, researchers should consider writing a market research report. Providing a perfect market research report is not only the apex of a research project, but also the end point of market research. Research report is the most important part of the whole market research process, because research report is usually the only criterion to evaluate the whole research process. No matter how successful the other steps of the research process are, if the research report fails, it will mean the failure of the whole research, because decision makers or research clients are only interested in the research report that reflects the research results, and they often judge the quality of the whole market research work through the research report. Therefore, researchers must write accurate and high-quality research reports after completing the previous market research work. In order to help researchers write high-quality research reports, this part is divided into the following three parts: the writing requirements of research reports, the basic structure of research reports and oral reports. /P>

(1) Requirements for writing market research report <; /STRONG>

1.Market research report and readers <; BR> A basic criterion for evaluating research reports is the degree of communication with readers. Readers are not only the reason for preparing the report, but also the criterion for evaluating its success. This means that the report must be specially designed for readers, and the background, interests, environment and how they will use the report must be considered.

The difficulty in studying the author of the report is that the report must be written for a variety of readers. Marketing executives and production executives may have different technical requirements and interest levels in discussing the report. There is no ready-made way to solve the problem of "multiple leaders". Researchers must be fully aware that different potential possibilities will occur, so they must use a lot of skills to unify them. This sometimes requires the preparation of several reports to meet the needs of each reader. Although a report must meet the needs of different readers in both technical and non-technical aspects, there are certain writing standards.

2. The writing standard of market research <; /FONT> A high-quality research report can make the finishing touch to the whole research. To write a high-quality research report, we must rely on certain writing standards. There are specific standards that can make the report more likely to communicate with readers. In particular, the report must be complete, accurate, clear and concise, and these standards are closely related. In order to explain clearly, it is necessary to discuss these standards. Integrity <; BR> A complete report should provide readers with all the information they can understand. This means that the author must constantly ask himself whether every arranged question can be explained. What choice is tested? What did you find? An incomplete report means obstructing and delaying marketing decision-making, followed by supplementary reports.

The report may be incomplete because it is too simple or too complicated. May have overlooked the necessary definitions and short explanations. On the other hand, it may become unacceptable because of the length rather than the depth of the report. The authors of research reports often have a tendency not to give up any collected data. However, the display of this information may make readers unable to obtain the main content. If a report is horribly long, it will discourage readers from trying to understand its contents. Therefore, readers are the key to determining completeness, and their interests and abilities determine what explanations need to be added and what judgments can be omitted. Generally speaking, the number of details should be adapted to the number of users.

Accuracy <; BR> All the research steps before drafting the research report should ensure the credibility and effectiveness of the information obtained from the research. However, in order to accurately provide the research results to the client, the drafters of the report should be carefully prepared. Carelessness, illogical reasoning and grammatical and customary expression of the data will reduce the accuracy of the report. Because managers usually just browse the report quickly, and then judge the accuracy according to the organization mode and writing standard of the report, instead of carefully scrutinizing whether the method design is appropriate.

The accuracy of the report should first pay attention to the accuracy of words, and each concept has a specific connotation and extension. When choosing words, we should accurately grasp the concept and ensure that the meanings are consistent.

Business research reports, like scientific research papers, emphasize the accuracy of data and the correctness of logic, and do not use rhetorical devices such as exaggeration, personification, metonymy and metaphor like literary works to avoid emotional language.

In business research reports, we should pay attention to the use of absolute representation in time terms and avoid relative representation as much as possible. For example, when writing a report in 1996, we should write "1996" instead of "this year". Especially when quoting secondary materials, we should not use the relative time in those materials wrongly, such as "recent" and "three years ago".

In the research report written in Chinese, the use of numbers should be in accordance with the national norms. For socio-economic statistics, figures directly taken from formal publications can be quoted according to the detail of the original figures; Where it is taken from primary data and calculated, the digital detail of the results need not exceed that in the questionnaire; For the results of comprehensive calculation of data from different sources, the degree of detail of its digits shall be the lowest in the source data.

Clarity <; BR> Clarity is more easily destroyed than any other writing principle. Clarity depends on clear, logical thinking and accurate expression. When the basic logic is confused and inaccurate, readers will have difficulty in understanding what they read, and they may be forced to guess. If the reader has a chance to misunderstand, then he will probably do so.

Simplicity <; BR> The report must be complete and concise. This means that the author must use information selectively on the premise of ensuring the integrity of the report. Researchers must avoid exposing readers to all information. If some materials are not directly related to the theme, they can be omitted. The author should also avoid discussing the well-known methods, even if the materials are suitable. (2) Basic structure of market research report <; BR> Although each research report is written in different ways due to different projects and readers, the format of the research report is usually stipulated. These conventions are gradually formed in long-term business practice. They put forward guiding opinions on what a business research report should contain and in what order. This is what people engaged in business research should be familiar with. Of course, convention is not a static set. Many companies have formed their own report formats in their business practices. Different monographs or textbooks will also put forward their own suggestions on the report format. The writing format listed here in this book is only used as a suggestion for researchers to refer to when they are in business.

? A complete research report can be divided into three parts: the preface, the text and the ending, each of which contains some contents (such as table 10- 1).

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Let's introduce it below. 1.Previous <; BR> (1) title page and title flying page The title page includes the title of the report, the target of the report, the author of the report and the date of publication (provision). For internal research, the report is provided to a senior person in charge or the board of directors of the enterprise, and the report writer is an internal research institution.

? For social research services, the report is provided by the client of the research project, and the writer of the report is a research consulting company that provides research services. In the latter case, it is sometimes necessary to specify the addresses and personnel positions of both parties. For confidential reports, the name of the report provider should be listed. For special formal research reports, a title flying page is also arranged before the title page, which only writes the title of the research report.

(2) Letter of authorization <; BR> A letter of authorization is a letter from the boss of the executive department of the research project to the executive department, indicating that the project is approved, authorizing someone to be responsible for the project, and indicating the resources available for the project. In many cases, the report letter will mention the issue of authorization, so it is not necessary to include the authorization letter in the research report. However, when the provider of the research report does not know about the authorization, or he needs to know the details of the authorization, it is necessary to provide this information by the authorization letter.

(3) Submit a letter <; /FONT> The submission letter is a letter written to the individual who provides the report in the name of the author of the research report, indicating the intention of the former to submit the report to the latter. In this letter, the writer reports the investigation and the most general results to the report provider, and the tone used is person-to-person, so it is not limited by the form of institution-to-institution, which is convenient for communicating the thoughts of both parties.

? In a more formal research report or even a more formal research report, you should arrange to submit a letter. When the formal requirements of the research report are low, the submission letter can be omitted.

(4) Directory <; BR> Except for research reports with only a few pages, general research reports should be compiled in a table of contents so that readers can refer to specific contents. The table of contents contains the chapters of the report and their corresponding starting page numbers. Usually only two levels of directories are written. Shorter reports can also only write the first-level table of contents. It should be noted that the tables and statistics in the report should be listed in the catalogue.

(5) Chart Catalogue <; BR> If the report contains graphs and/or tables, it is necessary to include a table of graphs in the table of contents, in order to help readers find a vivid explanation of some information quickly. Because figures and tables are numbered independently, there may be both figures 1 and tables 1 in the table of figures. List the names of each chart and arrange them in the order in which they appear in the report.

(6) Abstract <; BR> It is necessary to specify why this investigation is carried out, what aspects of the problem are considered, what results are obtained, and what to do. Abstract is an important part of the research report and must be written well. Many senior managers usually only read the abstract of the report. It can be seen that abstract is probably the only opportunity for researchers to influence decision makers.

The summary should be written after the main body of the report is completed. Abstract is the core of the report. Its length should be no more than 2 pages, so the author should carefully consider what is important enough to be stated in the abstract. The abstract is not an equal proportion of the chapters in the report. It should be written as a short article, which should not only summarize the main contents of the research results, but also be concise and focused.

Abstract usually includes four aspects. First of all, it is necessary to state the purpose of the report, including important background information and the specific purpose of the project. Then, to give the most important results, the key results of each specific purpose must be stated. Further down is the conclusion. This refers to the viewpoint based on the findings and the explanation of the meaning of the results. Finally, suggestions, or proposed actions. This is based on the conclusion. In many cases, managers do not want to make recommendations in the report. Therefore, whether to include suggestions in the summary depends on the specific circumstances of the report.

2. Text <; /STRONG>

The text includes introduction, research purpose, research methods, results, limitations, conclusions and suggestions.

(1) Introduction <; BR> The introduction explains why this research is conducted and what it aims to find. The introduction includes the basic authorization content and related background materials. These contents and materials should be enough to explain clearly why this project is worth doing. Of course, unimportant historical situations should be omitted. How far to write is enough, I'm afraid it depends on the needs of the people who submit the report. When introducing what problems this project aims to find, the problem can be expressed in the research proposal. Each question mentioned here should provide corresponding results in a later part of the text.

(2) Research methods <; BR> It is not easy to explain the research methods used, because the explanation of technical problems must be understandable to readers. There is no need to list some materials used in detail here, and detailed materials can be put in the appendix.

The research method part should clarify the following five aspects: <; /FONT>

① Survey design: explain whether the project is exploratory survey, descriptive survey or causal survey, and why it is applicable to this specific type of survey.

② Data collection method: primary data or secondary data are collected. Whether the results are obtained through investigation, observation or experiment. The questionnaires or observation records used shall be compiled in the appendix.

③ Sampling method: what is the target population, how to determine the sampling frame, what kind of sample units it is and how to select them. The basis for answering the above questions and the corresponding calculation must be listed in the appendix.

④ Field work: How many and what kind of field workers are employed, how to train them, how to supervise and manage them, and how to check the field work. This part is very important for the accuracy of the final result.

⑤ Analysis: Explain the quantitative analysis method and theoretical analysis method used, but be careful not to emphasize the later findings.

(3) Results and limitations <; BR> The results occupy a large space in the text. This part of the report should put forward a series of project findings closely related to the research purpose in a logical order. The context of the report mentioned in the second section of this chapter is mainly aimed at this part. The findings can be expressed in narrative form to make the project more credible, but not too boastful. In the discussion, we can cooperate with some summary tables and images, which can avoid boring and large-scale text narration that is difficult to establish a summary impression. However, detailed and in-depth analysis of the chart should be placed in the appendix.

Perfect research is difficult to do. Therefore, it is necessary to point out the limitations of the research report, such as the no-answer error in the operation process and the problems existing in the sampling procedure. Discussing the limitations of the research report is a realistic basis for correctly evaluating the research results. In the report, it is not a scientific attitude to make the results absolute and not admit its limitations and application premise. Of course, there is no need to overemphasize its limitations.

The last part of the research report is the relevant conclusions and suggestions. As we have mentioned before, the conclusion is based on the opinion of the survey results, while the suggestion is the proposed response action. The main body should elaborate the conclusions and suggestions in more detail than the summary, and it should be supplemented by necessary arguments. 3. Appendix <; /STRONG>

Any material that is too technical or too detailed should not appear in the main body, but should be included in the appendix. These materials may only be of interest to some readers, or they are not directly related to the research, but only indirectly related.

Appendices usually include: survey outline, questionnaire and observation record form, list of interviewees (institutions), explanation of more complicated sampling survey techniques, calculation of some sub-critical data (the calculation of the most critical data should be compiled into the text if the space is not large), more complicated statistical tables and references, etc. 4. Format requirements of tables and images <; /FONT>

Statistical tables and graphs can be used in the text of the research report to give a highly concise summary and vivid description of the data discussed, so as to show the scale, speed and trend of variables, the distribution situation of variables, the comparative relationship between variables and the relationship between variables. Proper use of statistical charts and tables, combined with words, can give full play to the argument and demonstration role of the data obtained from the investigation. The contents of the statistical table compiled in the appendix are a powerful supplement to the reasoning and argumentation made by the data listed in the text. When writing a research report, you must handle the drawing and arrangement of statistical tables and diagrams according to the prescribed format requirements. Because many statistics textbooks have detailed discussions on statistical tables and graphs, this book does not intend to repeat them, but only emphasizes a few points in combination with the writing of the investigation report.

Statistical tables must have table number, header (general heading), horizontal heading (horizontal heading), vertical heading (vertical column heading), index value, (necessary) notes, data sources, etc. The function of the table number is to facilitate reference and consultation in the text. For a short research report, all the statistical tables can be arranged in a single order. If the space is long, the table numbers will be sorted by chapters, such as table 1-1,table112 ... in the first chapter, table 2-1,table 2-2 ... in the last chapter. The statistical tables in the appendix can be arranged as a-1and a-2. In the table of contents, the list of statistical tables is arranged after the list of chapters.

The general title should be clearly written, and the information content to be provided in this form should be briefly put forward. Horizontal and vertical headings should be concise, and regular index names, grouping marks and time components should be used as much as possible.

If the horizontal and vertical headings use the index names and classification standards with the same name but different meanings as the national statistical standard indicators, or use nouns that have not been accepted by most colleagues in the industry, they should be indicated in the comments.

? Where the data used in the table come from secondary data other than those obtained from investigation, observation or experiment of this project, the source shall be indicated at the data source.

Some statistical tables, especially those compiled in the appendix that show complicated variable relations or calculation processes, are also designed with column numbers. The column numbers of the column where the horizontal heading is located and the column with the attached relationship are marked with "(A)" and "(B)", etc. Column numbers of columns filled with numerical values are sequentially marked with "(1)", "(2)" and "(3)" from left. If there is a cross-check relationship in a certain column, there can also be a formula to indicate the cross-check relationship in the column number, such as "(5) = (1)+(2)+(3)-(4)" and "(8) = (6)/(7)".

Statistical charts should also have a chart number and a chart name. Their requirements are the same as the table number and general title. The position of the statistical chart in the catalogue is after the statistical table. The geometric figures (line segments, rectangles, sectors, etc.) drawn in statistical charts should be proportional to the numerical values represented. The number axis should indicate the variables represented and the units of measurement used. Make necessary marks on the figures in the diagram to explain their representative significance, so that readers can understand the problems to be explained in the statistical diagram without referring to any written materials. Finally, data sources are also essential for statistical charts <; FONT color=# 1 12366> . 5. Be flexible in mastering the details of the report format <; /FONT>

The above puts forward all the components that a very formal research report should contain. This very formal format is used for large-scale research projects within the enterprise or the service projects provided by the research company to customers. For those informal reports, some components can be omitted. Depending on the importance of the project and the actual needs of the entrusting party, we can choose an appropriate design from the most formal format to this gradually simplified series with only one report summary.

(3) Oral provision of research results <; /FONT> At present, more and more customers request to provide research results orally. This agenda has many purposes. First of all, he brought together people who were interested in research, so that they could discuss and understand the purpose and method of research together. Secondly, oral reports can also make people discover some unexpected things. Finally, in most cases, it inspires and emphasizes the research conclusion. In fact, it is certain that for some decision makers in the company, oral reports will be the only way for them to get in touch with research results-they will probably never read research reports. Other managers may just glance at the written report quickly to arouse the memory of the oral report. In short, it is absolutely important to communicate research results effectively by oral means. 1.Material preparation for oral report <; /FONT>

The following four materials should be prepared before the oral report: <; /P>

(1) report outline should provide each audience with a report outline, which should briefly introduce the main parts of the report and major research results. It should not contain statistical charts, and should leave enough space for the audience to take notes or make brief comments.

(2) At present, the popular way of visualization in China is to use PowerPoint software package as the providing medium for visualization. This software package allows researchers to make slides in various formats. Then project it on the screen through a laptop or any multimedia platform. The oral report should show the research results to a great extent through visual media. Figures, tables, etc. should be used as much as possible in key parts. When using charts, people should pay attention to the interesting parts through color selection. Abstracts, conclusions and suggestions should also be as visual as possible.

(3) The abstract should provide each audience with a copy of the abstract. This method will let each participant know the main content in advance, and let them avoid taking a lot of notes when attending the meeting.

(4) a copy of the final report. This report is a written proof of the research results. It made it clear to everyone that many details were omitted in the oral report. At the end of the oral report, interested people should get a final report. 2. Oral report <; /FONT> Oral report, like the principle of written report, should determine the content and form of the report for the target audience. Many business researchers don't understand this, and always like to introduce technical problems in research to enterprise managers, which is often unpopular. What the senior management wants is to listen to the main findings, conclusions and suggestions of the investigation within the limited meeting time. If some of them are interested in technical issues, they can read the written report after the meeting. On the other hand, if you are reporting to the business consulting team, you need to explain the technical issues in an orderly manner.

In the preparation of the specific content of the oral report, researchers should focus on the following issues: <; BR> (1) What is the real meaning of these data? (2) What impact do they have? (3) What information can we get from these data? (4) What do we need to do under the existing information? (5) How can we improve our understanding of the nature of things? (6) What makes similar information more beneficial? In the process of oral report, we should pay attention to avoid reading according to the pre-written speech, but should use colloquial and concise words to express the research results; It is necessary to explain clearly what to say and several questions, and pay attention to remind the listener from time to time which question to enter at present; For the key content, you should slow down and even repeat it.

When reporting, researchers should also be prepared to reply. Of course, this is not a negative response and explanation, but a confident, expressive and persuasive one. Even the most reliable and effective research results are worthless if they can't convince managers who should take action based on them.

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