MKT 645: Marketing Research Proposal on U.S. Housing Sector Decline

This marketing research proposal examines the decline in the U.S. housing sector, particularly single-family residential houses, attributing the problem to government restrictions on land use and reduced infrastructure spending. It highlights the impact of rising rates and evolving technology on the real estate industry. The study aims to identify factors contributing to the decline, analyze its effects on the people and economy, and examine potential government interventions. The target audience includes government departments, real estate companies, and homeowners. The research employs questionnaires, interviews, and existing data from the U.S. Bureau of Economic Analysis, utilizing a sample size of 50 respondents and statistical software for data analysis, while adhering to ethical considerations and a budget of US$200.

Running head: MARKETING RESEARCH PROPOSAL 1
Marketing Research Proposal
Your Name
California Intercontinental University
MKT 645
Professor’s Name
August 30, 2024

MARKETING RESEARCH PROPOSAL 2
Marketing Research Proposal
The housing industry is declining in the U.S.- the single family residential houses. Real
estate developers are facing a challenge in the U.S. because there is a building crisis (Moura,
Smith, & Belzer 2015). The problem could lie in the over restrictions by the government on land
use and the reduced spending on infrastructure(Moura, Smith, & Belzer 2015).
Overview of the Problem
Basile (2018) explains about the issues that were to be seen in the future by the real estate
industry are beginning to be visible today. The issue is the U.S. government is not making any
effort to address the issues affecting the infrastructure and the leading cause of the industry
lagging and the price to surge. (McDaniel & Gates. 2014).The rising rates and the economy
are impacting the real estate. The increasing rates can be useful and also harmful at the same
time for the U.S. economy, Basile, (2018). Rising rates increase the costs, which makes
affordability impossible and are discouraging or reducing the number of new homes being
built in the United States and hence impacting on the housing sector.
The new technology has disrupted the housing sector because it is moving so fast and it is
evolving. There is a constant demand for smart homes, connectivity, and truly, this has caused
the older homes to stagnate in demand (Ananthanarayan, Rajan., and Shrivastava, 2017).
Objectives and Target Audiences
The objectives of the study will be;
(i) Find out factors contributing to the declining housing sector in the U.S.
(ii) To analyze the effects of the declining housing sector on the people and economy
of the U.S.
(iii) To examine the efforts that can be adopted by the government to reverse the

MARKETING RESEARCH PROPOSAL 3
declining trend of the housing sector.
Target audience
The target audience will be government departments responsible for infrastructure
development, the proprietors of real estate companies, and single family house homeowners.
Market Research Technique
A sample from a population will be selected and interviewed using predesigned
questionnaires. Also, some existing data from the U.S. Bureau of Economic Analysis will be
used. Some real estate developers will be interviewed.
Existing Data Sources
The data from the U.S. Bureau of Economic Analysis and other government departments
will be used because the government has comprehensive and data collected over time.
Sampling Strategy and Size
A sample of size of 50 respondents will be used because it is representative enough of the
population and economical in terms of coverage. The example will include real estate owners,
single-family house, and some government officials.
Primary Data Collection and Analysis
Predesigned questionnaires will be used to interview the respondents. The clients will first be

MARKETING RESEARCH PROPOSAL 4
explained to the purpose of the study and assured of confidentiality to gain their trust. The data
will be analyzed using statistical software like the SPSS.
Estimated Timeline and Costs
The research will be carried in six, and the expenditure will not exceed US$ 200.
Ethical Considerations
The researcher will respect the respondent's answers and will not alter the response. The
researcher will also adhere to the confidentiality clause.
Further Considerations
The researcher will consider engaging focused group discussions.
References
Ananthanarayan, Rajan., S., V., and Shrivastava., P. (2017). Shodh-Marke Research For
Economy Housing. Journal of the International Academy for Case Studies. Volume 23,
Number 3, 2017
Basile, C., (2018). These are the five issues impacting real estate right now and the five issues to
look out for in the future. Housing Wire. Retrieved from:
https://www.housingwire.com/articles/43673-these-are-the-5-issues-impacting-real-
estate-right-now
Moura MCP, Smith SJ, Belzer DB (2015) 120 Years of U.S. Residential Housing Stock and
Floor Space. PLoS ONE 10(8): e0134135. https://doi.org/10.1371/journal.pone.0134135

MARKETING RESEARCH PROPOSAL 5
McDaniel., C. & Gates., R. (2014) - Marketing Research 10th Edition c. Pg. 51. Retrieved from:
https://www.wiley.com/en-us/Marketing+Research%2C+10th+Edition-p-
9781118808849