Monday 13 December 2021

How to write the market analysis report

To expand in terms of information security People who read the report are generally busy business managers or relevant institutions, so when writing market research reports, we should strive to be organized, concise, easy to read and understand.

First, the format of the market survey report is generally composed of: title, catalog, overview, body, conclusions and recommendations, annexes and other parts.


The title and report date, the principal party and the investigating party shall generally be printed on the title page.

Regarding the title,

It is generally necessary to express clearly and specifically the surveyed units and the contents of the survey on the same page as the title, such as the "Survey Report on the Home Appliance Market in Harbin City". Some survey reports also use positive and subtitle forms, generally positive headings express the subject of the survey, subtitles specifically indicate the units and problems of the survey. For example: "Consumer's Eyes of the Readership Research Report."


Directory If the contents and pages of the investigation report are large, in order to facilitate readers' reading, the main chapters and appendices of the report shall be listed in the form of catalogues or indexes, and the title, the relevant chapter number and the page number shall not be more than one page in general. 

For example; Catalog 

  1. Survey Design and Organization Implementation 
  2. Survey object composition profile 
  3. The survey's main statistical results introduction 
  4. Comprehensive analysis 
  5. Data summary table 
  6. Appendix


The basic situation of the subject is expounded, it is in accordance with the order of the market research topic, and expounds the principle of selecting, evaluating, drawing conclusions and making suggestions on the original data of the survey. It mainly includes three aspects:

First, a brief description of the purpose of the investigation. TThat is, a brief description of the origin of the investigation and the reasons for commissioning the investigation.

Second, a brief introduction to the subjects and contents of the survey, including the time, place, object, scope, survey points and questions to be answered.

Third, a brief introduction to the methods of investigation and research. The introduction of the methods of investigation and research helps to convince people of the reliability of the results of the survey, so a brief description of the method used, and explain the reasons for the choice of method. 

For example, whether sampling or typical survey methods are used, whether they are field investigation methods or copy investigation methods, which are generally used in the course of investigations. In addition, the methods used in the analysis, such as exponential smoothing analysis, regression analysis, clustering analysis and other methods should be briefly described.

If there is a large number of parts, they should be supplemented by a detailed technical report on the work, attached to the annex to the final part of the market research report.


The body body is the main part of the market research and analysis report. This part must accurately articulate all relevant arguments, including the conclusions raised to the conclusions drawn, the whole process of argumentation, the method of analyzing and studying the problem, and all the findings and necessary market information that can be considered independently by the decision makers of the campaign, as well as analytical comments on these situations and contents.


and recommendations Conclusions and recommendations are the main purpose of the comprehensive analysis report. This section includes a summary of the main elements presented in the introduction and body sections, and options and recommendations on how to use measures that have proved effective and to address a particular problem. 

Conclusions and suggestions should be closely related to the discussion of the body, not to put forward no evidence of conclusions, not without concluding arguments.


Annex The annex refers to a part of the body of the investigation report that contains or is not mentioned, but which must be accompanied by instructions. It is a supplement or more auspicious description of the body report. Includes data summary and background materials and necessary technical reports, such as details of selected samples for the survey and copies of documents used during the survey.

Content of market research report The main contents of market investigation report are;

  • First, explain the purpose of the investigation and the problems to be solved.
  • Second, introduce the market background information.
  • Third, the method of analysis. Such as sample extraction, data collection, sorting, analysis technology.
  • Fourth, research data and its analysis.
  • Fifthly, make an argument. That is, to put out their own views and opinions.
  • Sixth, demonstrate the basic reasons for the point of view.
  • Seventh, suggest options, options and steps to solve the problem.
  • Eighth, predict the risks and countermeasures that may be encountered.

Reference format for product ideas and research reports 

  1. Product ideas Explain. what the main functions of the product are, how the product is developed, who buys and uses the product, and how it is sold.
  2. Market research. explains the history and trends of market development, total market and share statistics, etc.
  3. Policy Survey. Investigate policies related to this product.
  4. Similar Product Survey. Investigate the function, quality, price, and main advantages and disadvantages of similar products.
  5. Competitor. Survey Investigates the market conditions of competitors and their strength in research and development, sales, capital, brand, etc.
  6. User. Survey Investigate some old and potential users and record their needs and suggestions.

Reference format of feasibility analysis report

1. Market Analysis

(1) Analyze the history and development trend of the market, indicating what stage of development of the product is in the market;
(2) Price analysis of this product and similar products;
(3) Statistics of the total amount of the current market, the share of competitors, analysis of the product can account for how much share.
(4) Analysis of product consumer group characteristics, consumption patterns and factors affecting the market.

2. Policy Survey

(1) Analysis policy "support" or "restriction";
(2) Analysis "support" or "interference" by local governments (or other institutions).

3. Technical and time analysis

(1) From a technical point of view to analyze the product "did you do?" "Well done? ";
(2) Is it time to develop this product and put it on the market in accordance with the normal mode of operation?"
(3) Can the people in the budget be in place in time?
(4) Can the software and hardware in the budget be in place in time?

4. Cost-Benefit Analysis

(1) Estimated total cost; (2) Estimated total benefit.

5.SWOT Analysis 

(1) What are our strengths? How do we take advantage of these strengths?
(2) What are our weaknesses? How can we reduce the impact of these weaknesses?
(3) What opportunities does the market offer us? How do we take advantage of these opportunities?
(4) What threatens our success? How can we deal effectively with these threats?

6. Other e.g. intellectual property analysis

(1) Analysis of whether certain patents already exist will hinder the development and promotion of this product; 

(2) Analysis of whether this product can be protected by intellectual property rights, how to obtain?

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