Individual Marketing Research Report: HC2022, Holmes Institute

This marketing research report, prepared for the HC2022 Marketing Research course at Holmes Institute, analyzes the changing demographics of Australian households and families. The research focuses on understanding the current structure and predicting future trends to aid real estate developers in making informed decisions. The report utilizes secondary data from sources like the Australian Bureau of Statistics to examine family composition, employment, religious affiliations, and language spoken at home. The analysis includes data on family types (couple families, one-parent families), employment statistics, and the most common occupations. The report concludes with recommendations for real estate developers, emphasizing the importance of understanding the market, building business alliances, and effective communication. The research highlights the need for developers to adapt to the evolving demands of the housing market.

Running head: MARKETING RESEARCH
Marketing Research

MARKETING RESEARCH 2
Table of Contents
1. Introduction..................................................................................................................................3
2. The research Process....................................................................................................................3
2.1. Define the Problem clearly explain the problem that requires market research...................3
2.2. Planning the research design Explain why secondary data will be used in this research.....3
2.3. Planning the sample..............................................................................................................3
2.4 Collecting the data.................................................................................................................4
2.5 Analysing the Data.................................................................................................................7
3. Formulating conclusions..............................................................................................................9
References......................................................................................................................................11

MARKETING RESEARCH 3
1. Introduction
Real Estate Developers facing the issue due to changing demand of household as well as,
families. It is addressed that high amount of people is immigrating as well as, there is not
adequate housing to supply everyone hence prices keep going up. The secondary data would be
used for collecting information about the family characteristics and family structure of Australia
(Nuruddin, Bakar, and Jaafar, 2015).
2. The research Process
2.1. Define Problem clearly explain problem that requires market research
SKY HIGH Real Estate Developers wishes to comprehend the present structures regarding
households and families of Australia. In addition, it is supportive to understand how this
structure would change in the next 20 years. It would permit them to plan for the type of
properties, which is in demand in current times as well as, within the future (Altmann, 2015).
2.2. Planning the research design Explain why secondary data will be used in this research
Qualitative research design would be used for addressing the research issues about real estate
developer. The qualitative research design will be practiced for increasing the theoretical
information related to research issues. This secondary data could be collected through different
credible sources like Australian Bureau of statistics websites as well as, searching family
characteristics. The current publication was released in the year of 2015 as well as, is entitling
4442.0 i.e. family characteristics as well as, the transition of Australia (Nguyen, et. al. 2017).
2.3. Planning the sample
Data was collected on household and families of Australia. The data was related to the year of
2012-13. It aids to collect real information about research. It is supportive for gathering the
information regarding the employment status of parents (Hines, 2017).

MARKETING RESEARCH 4
2.4 Collecting the data
Following data was collected through secondary sources. It is demonstrated as given below:
(Sources: ABS, 2019).
(Sources: ABS, 2019).

MARKETING RESEARCH 5
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).
Family composition Australia % 2011 %
Couple family without
children
2,291,987 37.8 2,150,299 37.8
Couple family with
children
2,716,224 44.7 2,534,397 44.6
One parent family 959,543 15.8 901,634 15.9
Other family 102,559 1.7 97,721 1.7
(Sources: ABS, 2019).
The industry of employment,
top responses
Employed people aged 15
years and over
Australia % 2011 %
Hospitals (except Psychiatric
Hospitals)
411,808 3.9 358,989 3.6
Supermarket and Grocery
Stores
254,275 2.4 235,773 2.3
Cafes and Restaurants 253,385 2.4 178,462 1.8
Primary Education 231,198 2.2 205,282 2.0
Aged Care Residential Services 211,621 2.0 165,485
(Sources: ABS, 2019).
Occupation
Employed people aged 15
years and over
Australia % 2011 %

MARKETING RESEARCH 6
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
Laborers 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).
The most common occupations within Australia such as professional i.e. 22.2%, Technicians as
well as, Trades Workers were 13.5%, Managers were13.0%, as well as, community as well as,
Personal Service Workers with 10.8%, and Administrative Workers were13.6%.
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).
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
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).
2.5 Analysing the Data

MARKETING RESEARCH 7
From the collected data, it is stated that of all families in the year of 2012-13 with the inhabitant
kids whose age between 0 to 17 years, 19% falls under one-parent families as well as, 81% were
comes under couple families. Furthermore, high amount of couple as well as, one parent families
lives associatively since the year of 2006-07. Moreover, single parent families were
predominately unaccompanied in the context of mother families, 16% about all families that has
kids with aged 0 to 17 years as compared to single father families in which 3% about all families
that have children with aged 0 to 17 (Newton, Meyer, and Glackin, 2017).
In addition, these percentages of single father as well as, mother families live moderately
constant since the year of 2006-07. Moreover, all couple families who have occupant children
such as both non-dependent as well as, dependent children, together with, couple families in
which, young person who comes under 0 to 4 years created highest percentages (34%). On other
side, youngest child falls under 0 to 4 years was 16% and belongs to one-parent families. In
addition, highest percentage regarding single parent families contains those where youngest
resident child whose age comes under 25 years as well as, over 23%, compared to 9% were fall
under couple families in context of same age-group (Kibert, 2016).
Along with this, intact families are those where, children is adopted or innate children related to
both parents as well as, there are no stepchildren. In addition, families who have children comes
under 0 to 17 years where youngest resident child was fall under aged 0 to 4 years as well as,
mainly were intact couple family unit i.e. 81% (Darko, Zhang, and Chan, 2017).
The percentage for intact families who is older resident children was lower regarding families
and has children whose age falls under 0 to 17 years where, youngest child falls under 5 to 9
years, and 72% were integral families. It is related to families whose children comes under 0 to
17 years and youngest child falls under aged 10 to 14 years together with, 68% comes under

MARKETING RESEARCH 8
intact families. In addition, families whose children come under 0 to 17 years, youngest child
whose age comes under between 15 to 17 years as well as, 60% were of intact families (Dawson,
2017).
(Sources: ABS, 2019).
Under Australia, of couple families, about 21.6% comes under both partners who have employed
permanent, 4.1% comes under both employed temporary as well as, 21.7% comes under one
employed full-time as well as, other temporary.
(Sources: ABS, 2019).
3. Formulating conclusions

MARKETING RESEARCH 9
From the above interpretation, it can be concluded that Real Estate Developers facing the issue
because of transforming demand of household and families. SKY HIGH Real Estate Developers
want to understand the present structure about Australian households and families. Qualitative
research design would be implemented to identify the research concern regarding real estate
developers. This secondary data can be gathered via credible sources like Australian Bureau of
statistics websites and searching characteristics of family.
It can be recommended that real estate developers should understand the marker. It takes years
for developers to thoroughly comprehend their local market that is significant for aligning them
with an expert in local properties. Real estate developers should find an experienced agent as
well as, creates business alliance where people alerts real estate developers for prime commercial
properties. It is significant for supporting and demonstrating the parameters of the market
(Olubunmi, Xia, and Skitmore, 2016).
Real estate developers should emphasize significant communication. They should learn
regarding ways to interact through different techniques and with a different individual is
essential. In addition, real estate development entails a lot of moving parts that need many
individuals. Effectively interacting about the goals, expectations as well as, want as well as,
needs along with, respect is significant for seeing the project via completion (Nuruddin, Bakar,
and Jaafar, 2015). The other half of interacting significantly is learning regarding the ways for
listening to others while they have needs and worries. It is significant to always demonstrate
others that real estate developers are open to hearing from those around them (Arrowsmith and
Mandla, 2017).

MARKETING RESEARCH 10

MARKETING RESEARCH 11
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).
Altmann, E., 2015. Policy implications for governing Australia’s apartment communities:
Tenants, committees of management and strata managers. Housing in 21st Century Australia:
People, Practices and Policies, pp.121-136.
Arrowsmith, C. and Mandla, V.R., 2017. Institutional approaches for building intercultural
understanding into the curriculum: an Australian perspective. Journal of Geography in Higher
Education, 41(4), pp.475-487.
Darko, A., Zhang, C. and Chan, A.P., 2017. Drivers for green building: A review of empirical
studies. Habitat international, 60, pp.34-49.
Dawson, A., 2017, May. Building a digital library in 80 days: the Glasgow experience. In Digital
Libraries (pp. 131-153). Routledge.
Hines, M.A., 2017. International real estate investment. In The Most Important Concepts in
Finance. Edward Elgar Publishing.
Kibert, C.J., 2016. Sustainable construction: green building design and delivery. John Wiley &
Sons.
Newton, P., Meyer, D. and Glackin, S., 2017. Becoming urban: Exploring the transformative
capacity for a suburban-to-urban transition in Australia’s low-density
cities. Sustainability, 9(10), p.1718.

MARKETING RESEARCH 12
Nguyen, H.T., Skitmore, M., Gray, M., Zhang, X. and Olanipekun, A.O., 2017. Will green
building development take off? An exploratory study of barriers to green building in
Vietnam. Resources, Conservation and Recycling, 127, pp.8-20.
Nuruddin, A.R., Bakar, S.P.S.A. and Jaafar, M., 2015. Unveiling the challenges faced by
Malaysian housing developers through government policy changes. Journal of Construction in
Developing Countries, 20(2), p.37.
Olubunmi, O.A., Xia, P.B. and Skitmore, M., 2016. Green building incentives: A
review. Renewable and Sustainable Energy Reviews, 59, pp.1611-1621.