HC2022 Marketing Research Report: Strategies for SKY HIGH Real Estate

This report presents a marketing research analysis of SKY HIGH Real Estate Developers in Australia. It examines the challenges faced by the real estate company, focusing on market research problems such as data collection, analysis, and strategy development. The report utilizes secondary data from sources like the Australian Bureau of Statistics to understand household structures, income levels, and demographic trends. The research process includes defining the problem, planning the research design, sample planning, data collection, and analysis. The analysis identifies issues related to budget, economic conditions, and the need for effective marketing strategies. The report provides recommendations for the developers, suggesting they consider taxation rates, income levels, and innovative building techniques. The report aims to assist the real estate company in making informed business decisions and developing strategies for the future.

Running Head: Marketing Research
Marketing Research
Name of the Student:
Name of the University:
Author’s Note

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Table of Contents
Defining the problem.............................................................................................................2
Planning the Research Design................................................................................................3
Sample Planning.....................................................................................................................4
Collection of Data..................................................................................................................4
Analysis of Data.....................................................................................................................5
Recommendation....................................................................................................................6
Reference................................................................................................................................7

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Introduction
The assignment is based on the well-known organisation called SKY HIGH Real
Estate Developers which is based in Australia. Fir this particular report it is the aim of the
researcher is to focus on the problems that is faced by the estate developers. This particular
Australian based organisation analyses the household structure of the Australian families in
the economy and the community as a whole (Price et al. 2014). The following report aims to
develop the strategies of the estate in the course of next twenty years. The issues that has
been analyzed is associated with the developers of the real estate because of the business
matters. Marketing tool is a helpful instrument that inculcate the strategies of the organisation
to analyze the strategies and evaluate the decisions of the business. The source of secondary
data is always supported with the research data. The problems that had been recognized with
the developers in the real estate are collection of relevant data, analyzing the data and report
findings, developing the marketing research plan and to strategies the research into action
(O’Reilly et al. 2015).
The Research Process
Defining the problem
According to the researchers the real estate developers focuses about the market and
the area in which it will set up its business operation. The problems identified in the research
process will require a planning in budget for the market to know the value of recent economy.
It is the responsibility of the owners to be aware of the monetary value of the region where it
plans to open its new venture. The research technique used for analyzing should not always
be an expensive form for introducing its new venture in the economy (Suleman and
Whiteford 2013).

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The problems that require market research is discussed in the following points: Firstly the
problem that has been recognized is in formulation of the marketing research. These
strategies should be planned well by the owners of the estate because with the evolving
change in the business environment the owners of the estate should research about the
buyer’s personas, about the industry and the company. It can be summed by the problems that
is faced due to the competition in the market. The rival firms becomes a barrier for the SKY
HIGH DEVELOPERS as there is evolving changes in the technique of development for
estate.
Planning the Research Design
For the report the secondary source of data is been researched. With the help of an article
called Family Characteristics and Transition, Australia, 2012 gives a vivid form of
description of the Australian form of estate development that takes the effort of making
research for the population dynamics. The article relates to the secondary source of
information and relates to the economic position of the families living in towns and cities.
The annual income of each household helps the owner to facilitate its pricing strategy to be
marked for his or property. According to Family Characteristics and Transition, Australia,
2012, describes the family characteristics, their households, families, the structure of the
family, the employment status of the parents and the information about the children who are
living with their parents elsewhere.
The purpose of using secondary source of data creates an advantage as it gives a backing
to the primary research and fills gap and deficiencies with the additional information about
the estate that was collected previously (Hiebl, Feldbauer and Duller 2013). The article
explains about the demographic features comprising of data that provides with relevant
information about demography and the characteristic feature of the families. The buying

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behavior of the consumer is analyzed with the help of the secondary source of data and hence
becomes an important source for the owners of the new venture developers.
Sample Planning
Family Characteristics and Transition, Australia, 2012 states that the population of
men and women across the region of AUSTRALIA. The 2016 census report comprise of the
record that stands as 50.7% of women and 49.3% of male population across the entire
continent. The article states that the sample size and the demarcation is crucial for the owner
because the strategies for the market research process will be formularized according to the
need and demand of the population (Acquaah 2013). The sample size of the population in
AUSTRALIA is 23,401,886 of the entire population. The youth section of the region has
been recorded to be almost 18.7%. Most of the people in Australia is between the age of 28 to
38 (states the media form). The entire population of the continent sums up to 23,401,886.
The survey tries to draw its attention on the population dynamics with a huge sample size that
is entitled by the estate company. The senior section of the society accounts to 15.7% of the
entire population.
Collection of Data
The data for the research of SKY HIGH Real Estate Developers has been driven from
the article known as Family Characteristics and Transitions, Australia, 2012. The
statistical report has placed its publication on the research that is designed to provide the
statistic on the basis of labor, economic and social topics. It is a multipurpose household
survey which is conducted in Australia in the year 2012. The data collected is based on all the
above topics which is specified on characteristics, education, income and other demographics
are available. The coverage of the dynamics is applicable to each and every person living in

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the economy as a registered member of the country (Connolly 2014). The publication of
Australian Labor Force consist of the information about the sample size, sample design,
coverage, population benchmark and scope. The population of the continent defines the
demographic characteristic with relevant information about the telephonic interviewing.
The research topic is selected to throw light the research study is based on people and
household’s socio demographic characteristics. In the family record it is found that there are
difference in the income level of the household. Each of them are different from one another
depending on the status of the family and number of bread earners in the house. Which might
be the parents working and after the children attaining a certain age might join work or open
its new start up as all together generates the annual income of the house which gives the
estate owner an idea of placing its pricing policy depending on the area and region where iut
is establishing its new venture(Kibert 2016). These can be categorized as family
characteristics, family transitions, and incentive of the labor force, income, patient
experience, the use of technology by household and crime victimization.
Analysis of Data
The analysis of the data is based on the problems that is recognized by the owner of the
estate and recognizing its changes in the course of next 20 years. The changes that is
scrutinized from the journal Family Characteristics and Transitions, Australia, 2012 will
be discussed after the recognition of the problems faced with few recommendation for the
developers. The problems of the research in estate can be illustrated as the following points:
 Firstly the area of problem is analyzed in the area of budget and studying the
economy which becomes a crucial part of the research study. A decline in the sales of
a real estate will eventually lead to decline to a fall in revenue system of the
organization. The demography of the region should have the accurate composition of

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the data that describes the income, age, gender and race. A decline in the sales of a
real estate will eventually lead to decline to a fall in revenue system of the
organization. The demography of the region should have the accurate composition of
the data that describes the income, age, gender and race (Fullagar et al. 2013).
 As discussed in the assignment the problem with the marketers is to formularize the
marketing strategies and inculcate then into action. When the researchers are finalized
with the amount of people living in a particular society the primary data is formed and
then the marketers should form the policy and the regulation of the strategies (Birrell
and Healy 2013). The marketers faced an issue because they did not wait for the data
of the population residing in a society and has set up its new venture with high prices
which made them face a loss. With the growing change in the business environment
the owners of the estate should research about the buyer’s personas, about the industry
and the company.
 Lastly the problem that is analyzed from the regions of Australia is the study of
population in the market. The marketing research will emphasize on the quantitative
technique of collection of data which can be by the procedure of data form or
observational. There are many families that comprises of single parent living or a
family of six to eight people, as well there are people who live alone. (Wood, Bahrami
and Safarik 2014).
Recommendation
The recommendation that can be stated for the real estate developers is to focus on the
changes in the rate of taxation and keep in mind that there all different level of income
earners in the society and lastly the suggestion can be stated that in next twenty years the

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developers can build in more of the facility in different part of Australia with an innovative
technique.

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Reference
Acquaah, M., 2013. Management control systems, business strategy and performance: A
comparative analysis of family and non-family businesses in a transition economy in sub-
Saharan Africa. Journal of Family Business Strategy, 4(2), pp.131-146.
Birrell, B. and Healy, E., 2013. Melbourne’s high rise apartment boom. Melbourne, Victoria,
Monash University Centre for Population and Urban Research Report.
Connolly, N.D., 2014. A world more concrete: real estate and the remaking of Jim Crow
South Florida (Vol. 114). University of Chicago Press.
Kibert, C.J., 2016. Sustainable construction: green building design and delivery. John Wiley
& Sons.
O’Reilly, J., Eichhorst, W., Gábos, A., Hadjivassiliou, K., Lain, D., Leschke, J., McGuinness,
S., Kureková, L.M., Nazio, T., Ortlieb, R. and Russell, H., 2015. Five characteristics of youth
unemployment in Europe: Flexibility, education, migration, family legacies, and EU policy.
Sage Open, 5(1), p.2158244015574962.
Wood, A., Bahrami, P. and Safarik, D., 2014. Green walls in high-rise buildings: An output
of the CTBUH sustainability working group. Images Publishing.
Price, A.M., Brown, J.E., Bittman, M., Wake, M., Quach, J. and Hiscock, H., 2014.
Children's sleep patterns from 0 to 9 years: Australian population longitudinal study.
Archives of disease in childhood, 99(2), pp.119-125.
Suleman, A. and Whiteford, G.E., 2013. Understanding occupational transitions in forced
migration: The importance of life skills in early refugee resettlement. Journal of Occupational
Science, 20(2), pp.201-210.

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Fullagar, S., Pavlidis, A., Reid, S. and Lloyd, K., 2013. Living it up in the ‘new world city’:
High-rise development and the promise of liveability. Annals of Leisure Research, 16(4),
pp.280-296.
Hiebl, M.R., Feldbauer-Durstmüller, B. and Duller, C., 2013. The changing role of
management accounting in the transition from a family business to a non-family business.
Journal of Accounting & Organizational Change, 9(2), pp.119-154.