Holmes Institute: Marketing Research Report Analysis

This report presents a market research analysis conducted for a real estate developer, focusing on the impact of changing family structures and household dynamics on housing demand in Australia. The research utilizes secondary data from sources such as the Australian Bureau of Statistics to understand consumer needs and preferences. The report outlines the research process, including problem definition, research design, sample planning, and data collection. The analysis reveals key trends in language spoken, religious affiliation, employment, and marital status, providing insights into the evolving demographics. The report concludes by formulating recommendations for the real estate developer, emphasizing the importance of understanding market trends, adapting to consumer needs, and utilizing effective communication strategies. The study suggests that the organization should analyze current and past real estate data and make effective plans for the future. The report also recommends that the developers should use the training and development method by which the firm would be able to improve the skills of their employees for attracting the consumers towards goods and services of the organization.

Running head: MARKET RESEARCH
Market Research

MARKET RESEARCH 2
Table of Contents
1. Introduction....................................................................................................................3
2. The research Process....................................................................................................3
2.1. Define the Problem.....................................................................................................3
2.2. Planning the research design.....................................................................................3
2.3. Planning the sample...................................................................................................3
2.4 Collecting the data.......................................................................................................4
2.5 Analysing the Data.......................................................................................................6
3. Formulating conclusions................................................................................................8
References.......................................................................................................................10

MARKET RESEARCH 3
1. Introduction
The real estate developer could face issue due to making changes in requirements of
family structure and household. It is determined that large numbers of individuals have
immigrated in Australia as it affects the structure of household. It is also founded that
there is lack of household’s facilities that creates issue for the Australian developers to
effectively manage the requirements of housing in Australia. For this study, the
secondary data collection methods are practiced as it allows to get the information by
available sources.
2. The research Process
2.1. Define the Problem
In the recent era, the major problem that is faced by the developers of SKY HIGH Real
Estate is to address the actual demand of people for house. Due to changes in the
family structure and employment level, the requirement of houses has been affected.
For dealing with this issue, the developers of this organization have used the market
research method and understand actual needs of consumers (Budding and Murphy,
2014). This method is effective in collecting the depth information about research matter
(Becker, et al., 2016). Moreover, real estate developers could emphasize in
comprehending different ways that affected to transfer the structure within next 20
years. It would enable to permit them for making the properties types which are
imperative in evaluating the demand on behalf of recent data in the upcoming era.
2.2. Planning the research design
In the study, the qualitative research method could be implemented in evaluating
research matter that is associated with real estate business. The qualitative method
would be practiced by the researcher to examine the collected theoretical data
information about research issue (O’Connell, and O’Grady, 2014). It would be
imperative in making the accuracy of research result. The secondary data collection can
be imperative in getting information in getting reliable such as family websites as well as
characteristics that are associated withAustralian bureau of statistics. The secondary
data collection tool will lead to increase the accuracy of study as the data will be
associated with authentic websites (Cheshire, 2015). The recent publication developed
in current year for making higher competitive advantages. The data was collected by
two sites named as 4442.0 family characteristics as well as Australia transaction.
2.3. Planning the sample
The researcher uses effective tool for collecting depth data towards research concern
(Olomola, 2014). The researcher has made the sample plan from families as well as
households within Australia. The data was collected from 2012 to 2013. It could be
significant to capture accurate data towards research matter (Becker and Rickards,
2017). It could be imperative for getting data about employment, status, religious
affiliation, and occupation. It could be effective to obtain deep information with respect
to the research issue.
2.4 Collecting the data
The secondary data is gathered by involving different sources named as secondary
data collection techniques (Koh, 2015). The collected data is collected by authentic
websites as it affected the overall performance of study named as 4442.0 - Family
Characteristics and Transitions, Australia, 2012-13 and Australian Bureau of statistics.
It is discussed by following table:

MARKET RESEARCH 4
Households
Language, the top response
Language, top responses
(other than English)
Australia % 2011 %
Mandarin 596,711 2.5 336,410 1.6
Arabic 321,728 1.4 287,174 1.3
Cantonese 280,943 1.2 263,673 1.2
Vietnamese 277,400 1.2 233,390 1.1

MARKET RESEARCH 5
Italian 271,597 1.2 299,833 1.4
English only spoken at
home
17,020,417 72.7 16,509,291 76.8
Households where a non
English language is
spoken
1,971,011 22.2 1,591,908 20.5
(Sources: ABS, 2019).
Religious affiliation, top responses
Religious affiliation, top
responses
Australia % 2011 %
No Religion, so described 6,933,708 29.6 4,693,162 21.8
Catholic 5,291,834 22.6 5,439,267 25.3
Anglican 3,101,185 13.3 3,679,907 17.1
Not stated 2,238,735 9.6 1,972,252 9.2
Uniting Church 870,183 3.7 1,065,794 5.0
(Sources: ABS, 2019).
Employment - hours worked
Employment - hours worked
Employed people aged 15 years and
over
Australia % 2011 %
1-15 hours per week 1,218,823 11.4 1,087,799 10.8
16-24 hours per week 1,079,236 10.1 947,792 9.4
25-34 hours per week 1,193,445 11.2 1,027,379 10.2
35-39 hours per week 2,031,263 19.0 1,808,878 18.0
40 hours or more per week 4,591,801 43.0 4,558,678 45.3
(Sources: ABS, 2019).
People — employment
Employment
People who reported being in the
labor force, aged 15 years and over
Australia % 2011 %
Worked full-time 6,623,065 57.7 6,367,555 59.7
Worked part-time 3,491,503 30.4 3,062,977 28.7
Away from work 569,276 5.0 627,798 5.9
Unemployed 787,452 6.9 600,134 5.6
(Sources: ABS, 2019).

MARKET RESEARCH 6
(Sources: ABS, 2019).
(Sources: ABS, 2019).
Occupation
Employed people aged 15 years and
over
Australia % 2011 %
Professionals 2,370,966 22.2 2,145,442 21.3
Clerical and Administrative Workers 1,449,681 13.6 1,483,559 14.7
Technicians and Trades Workers 1,447,414 13.5 1,425,146 14.2
Managers 1,390,047 13.0 1,293,970 12.9
Community and Personal Service
Workers
1,157,003 10.8 971,898 9.7
Labourers 1,011,520 9.5 947,608 9.4
Sales Workers 1,000,955 9.4 942,140 9.4
Machinery Operators and Drivers 670,106 6.3 659,551 6.6
(Sources: ABS, 2019).

MARKET RESEARCH 7
Registered marital
status
People aged 15
years and over
Australia % 2011 %
Married 9,148,218 48.1 8,461,11
5
48.7
Separated 608,059 3.2 529,280 3.0
Divorced 1,626,890 8.5 1,460,90
0
8.4
Widowed 985,204 5.2 949,634 5.5
Never married 6,668,910 35.0 5,962,77
1
34.3
(Sources: ABS, 2019).
Social marital status
People aged 15
years and over
Australia % 2011 %
Registered marriage 8,001,141 47.7 7,647,042 49.2
De facto marriage 1,751,731 10.4 1,476,368 9.5
Not married 7,024,973 41.9 6,413,396 41.3
(Sources: ABS, 2019).
Ancestry, top
responses
Australia % 2011 %
English 7,852,224 25.0 7,238,533 25.9
Australian 7,298,243 23.3 7,098,486 25.4
Irish 2,388,058 7.6 2,087,758 7.5
Scottish 2,023,470 6.4 1,792,622 6.4
Chinese 1,213,903 3.9 866,208 3.1
(Sources: ABS, 2019).
2.5 Analysing the Data
With respect to the collected information, it is founded that children who are come under
0 to 17 years during 2012-2013 in Australia. In this, 19% of research candidates fall
under single parent and more than 81% of candidates come under couple families.
Further, it is addressed that single parents have been increased from 2006 to 2007
(ABS, 2019). It is examined that lone-parent families were predominately alone than
mother families. It is founded that there are more than 16% of families who are coming
under 0 to 17 years who are father. In addition, it is illustrated that lone father parent
has been increased during 2006 and 2007. Furthermore, it is examined that all couple
families have dwelleryoungsters named as independent and dependent children (ABS,
2019). Moreover, it is evaluated that family’s couple has different age of children comes
under 0 to 14 year. In addition, it is examined that 16% of child has lived with a single-
parent family. It is examined that 72% of children had 5 to 9 years old who are lived with
the integral family. From the data, it is also founded that there are two kinds of people

MARKET RESEARCH 8
who are lived in Australia named as unemployed and employed. From the above data, it
is founded that there is higher number of male and female who are employed wherein
59.7% were full time employed (ABS, 2019). In this, 28.7% were part-time and 5.6%
were unemployed. Thus, it is founded that the employment rate is higher as it means
there are higher possibilities of growth in the upcoming period. The employed people
always think to invest in real estate for their personal and other desires (ABS, 2019). In
this, it is addressed the organization could start their business in Australia and get
higher competitive benefits in upcoming 20 years(ABS, 2019).
3. Formulating conclusions
With respect to the above interpretation, it can be concluded that the transformation in
family structure and household could negatively affect the demand of households. It is
examined thatSky-high real estate developers could be liable for deeply evaluating the
recent structure of family as well as households that affected to economic situation of
Australia. It can also be suggested that Sky-high real estate developers could facilities
to comprehend the marketplace with consumer’s needs and desires. It is examined that
market research is effective in collecting favourable information with respect to research
concern. In addition, it is evaluated organization should also use the effective
communication tool by which the deals could make an effective relationship with their
consumers and attract them to consume services of real estate. It can also be
recommended that the developers should analyze the current and past data of the real
estate and make effective plan for future (Anisimova and Mavondo, 2014). It would
provide a significant way to the real estate organization for getting positiveresponses in
the upcoming years (Moore, 2016). The organization should also sue the training and
development method by which the firm would be able to improve the skills of their
employees for attracting the consumers towards goods and services of the organization
(Fender and Lewrick, 2015).

MARKET RESEARCH 9
References
ABS. 2019.2016 Census QuickStats.[Online]. Available at:
https://quickstats.censusdata.abs.gov.au/census_services/getproduct/census/2016/
quickstat/036 (Accessed: 23 August 2019).
ABS. 2019. 4442.0 - Family Characteristics and Transitions, Australia, 2012-
13. [Online]. Available at:https://www.abs.gov.au/ausstats/abs@.nsf/mf/4442.0
(Accessed: 23 August 2019).
Anisimova, T. and Mavondo, F., 2014. Aligning company and dealer perspectives in
corporate branding: implications for dealer satisfaction and commitment. Journal of
Business-to-Business Marketing, 21(1), pp.35-56.
Becker, C. and Rickards, P., 2017. Secured money market transactions: Trends in the
Australian repo rate. JASSA, (1), p.13.
Becker, C., Fang, A. and Wang, J.C., 2016. Developments in the Australian repo
market. RBA Bulletin, September, pp.41-46.
Budding, E. and Murphy, D.S., 2014. Design Choices in Central Clearing: Issues Facing
Small Advanced Economies(No. AN2014/08). Reserve Bank of New Zealand.
Cheshire, J., 2015. Market making in bond markets. RBA Bulletin, March, pp.63-73.
Fender, I. and Lewrick, U., 2015. Shifting tides–market liquidity and market-making in
fixed income instruments. BIS Quarterly Review, March.
Koh, A.C., 2015. An Evaluation of the Current Export Marketing Practices of United
States Firms. In Proceedings of the 1989 Academy of Marketing Science (AMS) Annual
Conference (pp. 198-202). Springer, Cham.
Moore, A., 2016. Measures of Inflation Expectations in Australia. RBA Bulletin,
December, pp.23-31.
O’Connell, D. and O’Grady, B., 2014. The buy-write strategy, index investment, and the
efficient market hypothesis: more Australian evidence. The Journal of
Derivatives, 22(1), pp.71-89.
Olomola, A.S., 2014. Determinants of Agro-Dealers’ Participation in the Loan Market in
Nigeria. International Food and Agribusiness Management Review, 17(1030-2016-
83020), pp.65-84.