HC2022 Marketing Research Report: Sky High Real Estate Developers

This report presents a marketing research analysis focused on the challenges and opportunities for Sky High Real Estate Developers, an Australian-based organization. The research investigates the current market structure, particularly household demographics, and aims to forecast developmental aspects over the next 20 years. The study emphasizes the importance of marketing research, data-driven strategies, and the use of secondary data sources for effective decision-making. The report details the research process, including defining the problem, planning the research design and sample, data collection from secondary sources (specifically, Australian Bureau of Statistics data on family characteristics), data analysis focusing on market competition and economic factors, and the formulation of conclusions and recommendations. The findings highlight the significance of understanding population dynamics, demographic characteristics, and economic conditions to develop successful marketing strategies. Recommendations include focusing on urban development and considering statutory changes in taxes to attract market segments. The report provides a comprehensive overview of the marketing research process and offers practical insights for real estate developers seeking to understand and adapt to market trends.

Running Head: Marketing Research
Marketing Research on Sky High Real Estate Developers
Name of the Student:
Name of the University:
Author’s Note

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Table of Contents
Introduction......................................................................................................................................2
The Research Process......................................................................................................................2
Defining the problem...................................................................................................................2
Planning the Research Design.....................................................................................................3
Planning the Sample....................................................................................................................4
Collection of Data........................................................................................................................5
Analyzing the Data......................................................................................................................6
Formulating Conclusion..................................................................................................................7
Reference.........................................................................................................................................8

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Introduction
In the following report, the aim of the researcher is to focus on the problems of the estate
developers. The Australian based organization SKY HIGH Real Estate Developers analyses the
present structure of the household and the families. The aim of the report is to state the
developmental aspect that could take place in the next 20 years (Birrell and Healy 2013). The
problem that has been recognized with the developers of the real estate is due to the norms of
business factors. Marketing tool is a helpful instrument that helps the organization to identify the
strategies and evaluates the business decision using the secondary source of data the marketing
strategies should be always backed with data and research. The following data is collected from
the secondary source and the problems recognized are developing the marketing research plan,
collection of relevant data and information about the location, analyzing the data and report
findings, to strategies the research into action and defining the problems and its opportunity
(Wood, Bahrami and Safarik 2014).
The Research Process
The research process of this particular report will state the following problems that is discussed
below:
Defining the problem
The real estate developers aim to research about the market in which the company is catering to
(Quickstats.censusdata.abs.gov.au, 2015). The problems that will be discussed will require
market research to plan the budgets because the monetary value of the land is a huge investment
for the owner. According to some of the researchers when the company launches its new venture

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in the market the research, technique is not mandatory to be expensive form (Fullagar et al.
2013)
The problems that require market research is discussed in the following points:
 The first 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 (Kibert 2016).
 The second area of the problem is fixing the marketing strategies into action. Formulation
of the strategies of the market research should be done after the completion of research of
the population dynamics. In the course of next twenty years, the developers of the orga
isation can hire more of staffs and provide the facility of all kinds of service starting from
architecture to engineering (Abs.gov.au, 2015).
 The area of budget and studying the economy becomes a crucial part of the research
study (Connolly 2014). 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.

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Planning the Research Design
The secondary source of data is being researched for this report because as per the secondary
source of data which is collected from Family Characteristics and Transition, Australia, 2012
(states the description about 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 (Acquaah 2013). The secondary source of data is treated as
economical as it is save and not as expensive as any other research design. The advantage of
using a secondary source is that it gives a backing to the primary research and fills gap and
deficiencies with the additional information about the estate that was collected previously. It
improves the understanding of the problem (Abs.gov.au. 2015).
Secondary data will be used for this research because the source of data provides with relevant
information about demography and the characteristics of the families present in the continent of
Australia. It gives the data about the families, which includes the couples living together as
registered or unregistered, step and blended families, single parent families or parents visiting
children who lives elsewhere.
Planning the Sample
According to the 2016 census report,the population in Australia the male parentage is recorded
as 49.3% on the other hand the women section is recorded as 50.7%. the median age of
population of Australia was 38 years. The children aged from 0 to 14 years is 18.7% of the total
population. The older section or the senior section of the society makes up 15.7% of the
population. The sample size of the population in AUSTRALIA is 23,401,886 of the entire

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population. The survey conducted looks to draw conclusion on the population dynamics with a
huge sample size that is focused by the estate company. Knowing 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 (Hiebl, Feldbauer and
Duller 2013).The information that is provided by in the article of Family Characteristics and
Transitions, Australia is provides information based on the households that accounts to only one
family in a single house. The proportion of the people living in group household remains
constant.
Collection of Data
The data is collected from the secondary section from the article Family Characteristics and
Transitions, Australia, 2012. The statistic, which is placed in the publication, is a multi-purpose
household survey, which is conducted throughout Australia as a monthly population survey. The
research is designed to provide the statistic on the basis of labor, economic and social topics. The
topic that has been selected for the research study is based on people and household’s socio
demographic characteristics. 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. Knowing 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 (Hiebl, Feldbauer and Duller 2013).
The data collected is based on all the above topics which is specified on characteristics,
education, income and other demographics are available. The publication of Australian Labor
Force consist of the information about the sample size, sample design, coverage, population
benchmark and scope. The sample size of the population in AUSTRALIA is 23,401,886 of the

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entire population. The population of the continent defines the demographic characteristic with
relevant information about the telephonic interviewing (Suleman and Whiteford 2013). The
coverage of the population is applied to each and every person who are associated with one
dwelling chance of selection from the survey. In the survey conducted in the above article it has
been researched that the single parent with children are to be the mothers rather than fathers.
Therefore, the proportion of lone mothers and lone fathers had remained relatively stable since
the year 2006. It has been recorded that around 3.4 million people of any age group is employed
either as a full time job or as part timers.
Analyzing the Data
The problem that is comprised in the data is about the competition which is present in the
economy. Due to the presence of competition in the economy it is present in the mindset of the
consumers that the service will be offered at a low price with better facility and the with the
availability of more options. The competition is treated as a phenomenon that both the owners if
the venture is entitled to (O’Reillyet al. 2015).
Secondly,the cause of inflation is recognized as a problem in the article. The cause of
continuation of inflation is caused to raise the interest rate of the mortgage. The inflation
premium is needed to be compensated by the lender for the anticipation of erosion in the
purchasing power of the claim. In course on next 20 years the developers of the estate can
subdivide the land by principal mechanism for the use of community. The developers, take steps
to convert raw material and use the land for infrastructural purpose like road, drainage, sewerage
and public utilities. (Price et al. 2014).

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The third area as discussed previously in the report, is the area of the problem in fixing the
marketing strategies into action. Formulation of the strategies of the market research should be
done after the conclusion of research of the population dynamics. The region of problem is the
study method and its completion in the organization. The aim of the researchers in the next 20
years can focus to develop a system of functioning unit which might comprise of many services
under a single roof starting from architecture to engineering. A few more staff can be hired or
can contact other company and professionals for the service needed.
Formulating Conclusion
Therefore, it can be concluded that the real estate developers are focused to find the exact
population of the economy and formularies its estate development accordingly. It can be
recommended to the real estate developers in the course of next 20 yearscan concentrate more on
the development in the town sites of Australia. It will be useful for the future researchers that if a
comparative analysis is done in the cities such as Brisbane, Darwin, Cairns, Canberra,Adelaide
and Gold Coast. Secondly the recommendation can be stated on statutory changes in the rate of
taxes which should be made affordable to housing. This will attract the market segment much
more and a practicable business proposition for developers.

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Reference
Abs.gov.au. (2015). Family Characteristics and Transitions, Australia, 2012-13. [online]
Available at: https://www.abs.gov.au/ausstats/abs@.nsf/mf/4442.0 [Accessed 30 Aug. 2019].
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.
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.
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

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unemployment in Europe: Flexibility, education, migration, family legacies, and EU policy. Sage
Open, 5(1), p.2158244015574962.
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.
Wood, A., Bahrami, P. and Safarik, D., 2014. Green walls in high-rise buildings: An output of
the CTBUH sustainability working group. Images Publishing.