Market Research on Family and Household Structure in Australia

Running head: MARKET RESEARCH
Market Research
Name of the student
Name of the university
Author note

MARKET RESEARCH1
1. Introduction
This research aims to perform a market survey to understand the present
family and household structure in Australia. SKY HIGH Real Estate Developers
wants to understand the needs of the consumers in the current market and the
changes that are expected in the next 20 years. Globalisation has led to the
significant change in the demographics of the country due to the change in lifestyle
and diversity in the population. In order to succeed in the market, it is essential for
the real estate developers to take into consideration the future needs of the
consumers for developing projects and strategies. The market survey defines the
problem effectively and performs analysis to provide suitable recommendations
based on the collected data. The data for the research has been collected from
government websites such as Australian Bureau of Statistics and Australian Institute
family. These government websites provides direct access to the past data over a
period of time and uses a longitudinal study to perform the analysis. The data
collection is completely based on secondary sources and no primary market survey
has been performed.
2. The research Process
2.1. Define the Problem
Real estate industry has been facing significant crisis due to the fall in the
property prices due to the shift in the economic drivers. However, the country is still
moving towards economic growth at a slower rate than usual. The increase in
pervasiveness of technology and the arrival of the concept of smart buildings the
majority of the real estate companies are looking into these options to understand
the changing needs of the consumers in the market. However, the prices of the
housing property were always off the charts and had put immense pressure on the
buyers. This has led to the decrease in apartment building construction by 36% in
the year of 2018 (www2.deloitte.com 2019). Australia’s housing affordability stress is
one of the major issues and SKY HIGH Real Estate Developers wants to understand
the needs of the consumers in the current market and the changes that are expected
in the next 20 years.

MARKET RESEARCH2
2.2. Planning the research design
This research has chosen a longitudinal research design for collecting and
analysing the data. The longitudinal study does not interferes with the subjects and
observations are made over a certain period of time (Ioannidis et al. 2014). This
helps in determining and examining the change in the characteristics of the
demographics of the target population at both individual and group level. This
method facilitates in establishing sequence in events and can be extended beyond a
single moment. Longitudinal studies can also be used to measure the cause and
effect, and determine the trend in the next few years. However, the research design
is chosen based on the objective and goal of the study. In this research, descriptive
research design has been chosen for data and analysing data. Descriptive research
design is used for shedding light on the problems and issues on the research
context. It is a scientific technique where observations are made to describe a
phenomenon. This will help in understanding the areas which needs to be focused
on and develop strategies based on it.
2.3. Planning the sample
Sampling is the method of choosing sample elements from the total
population in the research. Sampling is performed to select a sub set of data which
represents the overall population. In this study, the research has used non
probabilistic sampling method to collect data from two websites that met the criteria
(Etikan, Alkassim and Abubakar 2016). The research has used purposive sampling
to choose data from Australian Bureau of Statistics and Australian Institute of Family
Studies. These websites consisted of longitudinal data which has been able to
provide a detail analysis of the demographics of the participants.
2.4 Collecting the data
This section describes the data collected from community websites and data
collected from the government websites.
Census and Population in Housing
Household type
Australia -
Total
households
2016 2011 Change