Individual Marketing Research Report: Sky High Real Estate Analysis

This individual report, prepared for the HC2022 Marketing Research course, examines the challenges faced by Sky High Real Estate Developers in the Australian market, focusing on the impact of changing demographics and consumer demands. The report outlines the research process, including problem definition, research design utilizing primary and secondary data, sample planning, and data collection through a survey questionnaire administered to Sky High employees. The data analysis reveals insights into employee perspectives on market factors, technological involvement, and customer satisfaction. The report concludes with recommendations for Sky High, emphasizing the importance of market analysis, technological implementation, and adapting to demographic shifts to maintain a competitive advantage in the evolving real estate landscape. The analysis highlights the need for Sky High to understand market dynamics and implement strategies to meet the changing needs of the Australian population.

Running head: MARKETING
Marketing
Name of the student
Name of the university
Author Note

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Table of Contents
1. Introduction...............................................................................................................2
2. The research process...............................................................................................2
2.1 Define the problem..............................................................................................2
2.2 Planning the research design..............................................................................3
2.3 Planning the sample............................................................................................4
2.4 Collecting the data...............................................................................................4
2.5 Analysing the data.............................................................................................10
3. Formulating conclusions.........................................................................................11
Bibliography................................................................................................................12

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1. Introduction
It has been seen that real estate developers in Australia had to face various
problems due to the rapid increase in demand of the household structures. These
changes can be attributed to the livelihood of the people as well as the demography
of the nation. In the words of Hayes (2018), change in the manner of work is
inevitable and that real estate companies need to undergo a massive development
to meet the needs of the people. The report takes into account important information
related Sky High real estate developers and the manner in which the company can
fulfil the demands of the people.
Research on Sky High real estate developers show that the demand made by
the female population in Australia is the cause for the changes taking place in the
real estate development business (Abs.gov.au 2019). Hence, it is necessary that Sky
High remain aware of the demand made by the customers along with changes in
needs and demographics. For this, a survey questionnaire is undertaken so that the
real estate developers of Sky High can provide opinion about the changes made in
the business.
2. The research process
2.1 Define the problem
The problem, which the research undertakes, includes the rapid changes that
exist in the real estate development. One of the reasons for the changes in the real
estate development is the rapid increase in population
(Quickstats.censusdata.abs.gov.au 2019). At the same time, research have also
shown that demographic increase as well as changing role of the females in

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Australia are also possible reason for the changes in the real estate business
(Quickstats.censusdata.abs.gov.au 2019). These changes can be attributed to the
demands made by the people so that real estate development can take place.
Therefore, for the research, on Sky High real estate, the problem, which can
be associated with the company, can be predicting the demand of the population in
the future. The major problem has been the sudden rise in the population and the
changing role of the females in terms of living a proper livelihood. Therefore, the
problem can be associated with the market research that is required to be
undertaken. Thus, the factors that are the reasons for the problems include
demographic, female empowerment as well as population.
2.2 Planning the research design
The research design can include the collection of data via primary as well as
secondary analysis. According to Bryman (2015), primary data refers to the
collection of questionnaire and of conducting interviews so that experience of the
people can be reported by direct interaction. In the case of the secondary analysis,
research is made by collecting information related to books, websites as well as
journal articles. For the research, the application of primary is done so that reaction
of the employees working at Sky High can be analysed.
However, for the research, the application of secondary research can be done
so that information can be gained about the changes that take place in the real
estate business. The secondary data analysis can help in relating the problems and
the factors associated with that of the responses from the employees. At the same
time, detailed information can be gained so that mitigation of the problems can be
proposed for Sky High.

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2.3 Planning the sample
The sample size for the research can be about 20 employees. The 20-sample
size can be associated with the employees that work at Sky High estate
development so that proper information regarding the reactions to the changes can
be undertaken.
2.4 Collecting the data
1. Please state your gender
a. Male
b. Female
Figure 1: Gender
The analysis of the figure provides evidence that the number of male workers
at Sky High is more than the female workers.
2. What has been your tenure at Sky High real estate developers?
a. 1 year
b. 2 years
c. 3 years

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Figure 2: Tenure
The analysis of the figure provides evidence that almost 45% of the
respondents have been involved in working for Sky High real estate for 2 years and
40% have been working at the company for 1 year.
3. In your opinion, what are the factors that contribute for the development of
the real estate developers?
a. Political
b. Cultural
c. Social
d. Demographic
Figure 3: Factors affecting real estate

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The figure provides evidence that 40% of the respondents is of the opinion
that political factors are the main factor for the changes in the real estate
development whereas 35% of the people believe it is the social factor
4. Do you think technology is involved for the development of the real estate?
a. Yes
b. No
c. Maybe
Figure 4: Technological involvement
The figure provides evidence that 55% of the respondents is of the opinion
that believe that such a trend will continue in the future while 25% of the respondents
are sceptical about the continuation of the trend.
5. Do you use recent technology for mitigating the demands of the customers?
a. Yes
b. No

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Figure 5: Application of recent technology
The figure provides evidence that 85% of the respondents working at Sky
High apply technology so that demand of the customers can be mitigated
6. Have you invested in changes that have been made?
a. Yes
b. No
Figure 6: Investment in changes
The analysis shows that 80% of the respondents have made investments in
the changes for the real estate development
7. Are you aware of the changes that have been made in the real estate
development?

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a. Yes
b. No
c. Maybe
Figure 7: Changes in real estate
The analysis of the figure is of the opinion that 50% of the respondents are
not aware of the changes that take place in the real estate while 35% of the
respondents are aware of the changes that take place
8. Are you satisfied with the demand made by the female population?
a. Yes
b. No
Figure 8: Demand of the female population

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The analysis shows that 70% of the respondents have expressed satisfaction
about the demand made by the female population where as 25% of the people are
not satisfied
9. Do you think being unaware can have a disadvantage in the business?
a. Yes
b. No
c. Maybe
Figure 9: Disadvantage in the business
The figure provides evidence that 60% of the respondents are of the opinion
that being unaware can have disadvantage in the real estate development.
10. Do you recommend any changes to be implemented?
a. Update technically
b. Meet the demand of the people
c. Maintain market research

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Figure 10: Recommendation
The figure shows that 50% of the respondents provide recommendation on
the demand made by the people so that changes in real estate can be made in a
proper manner
2.5 Analysing the data
The analysis of the results from the data collected shows that most of the
employees at Sky High are male. The employees at the company have experience
for 2 years while the rest of them have experience for 1 year and 6 years. The data
also shows that most of the respondents are believe that the political factors are
main reason for the development and implementation of changes in the real estate
development business, and it is for this reason that the technological involvement is
necessary. The employees at Sky High believe that application of the technological
factors can help in mitigating the demands of the customers.
This can be considered as a counter statement to the recommendations
provided in which it is stated that meeting the demand of the people is necessary for
Sky High. The investment in made in the changes can be considered as one of the
reasons for accepting the development required. However, it is also seen from the
analysis that most of the employees in the company are not aware of the changes

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that exist and at the same time, this is the cause for the poor performance in the
company. Thus, recommendations can be made based on this analysis.
3. Formulating conclusions
The analysis of the responses provided by the employees of Sky High
provides evidence about the fact that the change in demographics and demand of
the people have led to serious issues among the real estate developers. Sudden
change in terms of lifestyle of the people along with the rapid increase in population
can be attributed to the requirement of development for the real estate developers. In
this regard, two such recommendations can be made so that Sky High developers
can continue to cope up with the changes.
One of the recommendations that can be provided is that Sky High needs to
be involved in conducting a marketing analysis so that prediction can be made about
the changes that exist in the environment. At the same time, another
recommendation that can be made is the manner in which technology can be used.
Real estate developers like Sky High need to implement the improved technological
factors so that development can be made in the business environment.

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Bibliography
Abs.gov.au. 2019. 4442.0 - Family Characteristics and Transitions, Australia, 2012-
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[Accessed 28 Aug. 2019].
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approaches. Rowman & Littlefield.
Brannen, J. ed., 2017. Mixing methods: Qualitative and quantitative research.
Routledge.
Bryman, A., 2015. Social research methods. Oxford university press.
Bryman, A., 2017. Quantitative and qualitative research: further reflections on their
integration. In Mixing methods: Qualitative and quantitative research (pp. 57-78).
Routledge.
Cameron, E. and Green, M., 2015. Making sense of change management: A
complete guide to the models, tools and techniques of organizational change. Kogan
Page Publishers.
Cook, N.D., 2015. Crisis management strategy: Competition and change in modern
enterprises. Routledge.
Donnelly, P. and Kirk, P., 2015. Use the PDSA model for effective change
management. Education for Primary Care, 26(4), pp.279-281.

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Doppelt, B., 2017. Leading change toward sustainability: A change-management
guide for business, government and civil society. Routledge.
Hayes, J. (2018). The theory and practice of change management. Palgrave.
Hornstein, H.A., 2015. The integration of project management and organizational
change management is now a necessity. International Journal of Project
Management, 33(2), pp.291-298.
Quickstats.censusdata.abs.gov.au. 2019. 2016 Census QuickStats: Australia.
[online] Available at:
https://quickstats.censusdata.abs.gov.au/census_services/getproduct/census/2016/
quickstat/036 [Accessed 28 Aug. 2019].