Customer Perception of McGrath Real Estate Services: Research Report

This research report examines market research conducted on McGrath Real Estate, focusing on customer perception of their services and the impact of social media. The report begins with an introduction outlining the business description, research aims, types of research (primary and secondary), and research objectives. The main body presents data analysis and interpretation, including customer feedback on service improvements, the role of social media in communication, and sources of information about the company. The research utilizes questionnaires and surveys to gather data from respondents aged 35-60. The findings reveal that customers seek affordable facilities, dual occupancy flats, and improved security. The research concludes that social media is a vital tool for communicating with customers and that family is a major source of information about the company. The report emphasizes the importance of market research for organizations and highlights the use of various research methods and tools. The appendices include a copy of the questionnaire used in the research.

Research and Written
Report

Table of Contents
INTRODUCTION...........................................................................................................................1
Business description...............................................................................................................1
Aims of research.....................................................................................................................1
Types of research and reasons................................................................................................1
Research objectives................................................................................................................2
MAIN BODY...................................................................................................................................3
Data analysis and interpretation.............................................................................................3
Time frame.............................................................................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................1
APPENDICES.................................................................................................................................2

INTRODUCTION
This particular research report is related with market research that is being undertaken by
the owner of McGrath real Estate. The main reason for this study is to determine overall success
of the research as well as positive and negative aspects occurred while the research work. During
this survey entire focus on the actually what worked for them effectively or not according to their
plan is being discussed under this report. This particular project aims to examine overall
perception of the customers about services provided by the company through social media
(Bryman, 2016). Therefore, every aspects of the report are important for the business to collect
data about the customer’s response towards business services. McGrath Real Estate that offer
different services such as renting home loans, buying, selling etc. This research covers various
techniques of market researcher used in order to analyse the perception of different respondents.
Business description
McGrath Real Estate was developed by McGrath in 1988 in a small office in Sydney,
Paddington. They have now grown as most successful residential real estate group at Australia's.
Network of the company recently has 94 offices across the East Coast of Australia. They have an
established presence in different market such as BSW, ACT and the QLD and has now enlarged
into Victoria. McGrath operates 5 business units giving residential property sales, mortgage
broking, property management, career training and auction services.
Aims of research
“To identify the success of social media tool used by “McGrath Real Estate” to develop
good relation with their customers”.
Types of research and reasons
In order to conduct any research, it is necessary to select appropriate types of research
that can assist them more reliable outcomes to the company. To get vital information from the
customers about the growth and achievement of research work is analyse properly. There are
mainly two types of market research such as primary and secondary. Both are useful in collecting
appropriate information and data about the customer response towards business services
(Malthouse and et. al., 2013). In case of secondary research, it involves the collation, summary
and synthesis of existing study. There are various sources of secondary data for which valuable
amount of data can be analysed effectively (Primary & Secondary Research, 2018). For instance,
secondary research is more often that takes the effective form of outcomes from the two or more
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primary research articles. It is entirely based on past results or published data that is already
being used by “McGrath Real Estate”. The reason for using this research types is to compare the
present feedback from the customer to that with the earlier one. It is more difficult to get more
accurate outcomes because they are already being published in the past year.
Under this research, company has been used primary research to analyse the outcomes in
the form of reviews or feedbacks. The main reason for using this types of research is because the
chances of biasness can be less. Questionnaire is the best survey techniques that can be
effectively helpful for the researcher to evaluate the perception of the customers. The main
reason behind using this research is to analyse the perception of customer about the services that
are being offered by the company.
Primary market research is important for collecting accurate amount of data about
customer choice. After collecting information, company is able to satisfy their basic needs and
maintain better relation with them for long duration (Tsimonis and Dimitriadis, 2014). Beside
this survey using social media is best option to identify desire of the clients towards company
services. Such tool assists the company to gather qualitative data within predetermined period of
time. Beside this McGrath Real Estate apply social media technique because it is one of the best
tool for the company to maintain strong relation with customers (Piller, Vossen and Ihl, 2011).
Face-to-face and online tool also essential but they have some disadvantages that is main reason
for not adopting such techniques such as:
 They need a staff of people to assist the interviews or surveys, which defines there will be
personnel costs.
 The quality of information business receive will rarely depend on the capability of the
interviewer (Trainor and et. al., 2014). The sample size is limited to the size of interviewing staff of McGrath Real Estate, the
field in which the interviews or survey are organised, and the number of competent
answering within that area.
Research objectives
 To identify the significance of social media tool for the success and development of
company.
 To analysis what are the major factor of social tool effect in developing better relation
with customers.
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Tools and techniques of analysing research: There are certain tools which are used by
the McGrath Real Estate to determine customer response and their point of views about changes
are looking. Some tools are determined as under:
Data collection: For gathering relevant information, there are mainly two methods which
will be followed in the research such as primary and secondary. In case of primary source
questionnaire and survey will be conducted which will support in gaining accurate data from
selected respondents (Tiago and Veríssimo, 2014).
Sample size: It is another part of the research in researcher select 20 respondents. In this
main type of respondent is age group which is 35 to 60. Another is gender and interest, in this
researcher target male respondents more than female (Trainor, 2012).
MAIN BODY
Data analysis and interpretation
Theme 1: What kind of improvement customers are looking in the services provided to them?
Particular
Frequency
%
Affordable facilities 20
Flats with dual occupancy 15
Security and safety by
digital system 10
Other 5
Total 50
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Implementation: From the above project report, it has been analysing that there is
various improvement customer are expecting from the McGrath Real Estate. Some of the
primary suggestion are analysed effectively. like affordable facilities in accordance with the
purchase of flats is taken into account with 20%. Some respondent wants that flats must have
dual occupancy. 10% of them have demanded to have proper digital security and safety.
Theme 2: Do you feel that social media platforms help company to communicate in a better way
with its customers?
Implementation: According to the above data collected from the research, it has been
found that most of the customer think that role of social media in promoting the company is vital.
35 % of total respondents are using social media support to book flats or any other discounts that
are offered by the company to their customer. Only 15% of the people are using other sources to
analyse or communicate with persons about the services that are offered by the company.
Theme 3: From where you get to know about the company?
Particular
Frequency
%
Family 35
Social media 10
Other 5
Total 50
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Implementation: From the above data analysis, it has been found that most of the
information is being taken from families with 35%. Role of social media is also important in
delivering more effective information about the services that are offered by the company to their
customers. 10% of total customers uses social media to book flats. The overall results are
providing positive responses that can assist in future planning.
Time frame
5

CONCLUSION
From the above mentioned report it has been concluded that research is more useful and
essential part for the each and every organisation. It helps the company to easily collect relevant
and appropriate information to the respondents. Beside this researcher use different types of
market research such as primary, secondary, survey, questionnaire, sample size etc. all these are
highly essential in successfully complete investigation about specific topic. Along with this,
researcher face time and cost issue which effect on them in completing investigation in proper
manner. Company should use another digital tools such as e-commerce, mobile application and
many other that benefited to them to easily attract large number of customers towards business
services.
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REFERENCES
Books and Journals
Bryman, A., 2016. Social research methods. Oxford university press.
Malthouse, E. C., and et. al., 2013. Managing customer relationships in the social media era:
Introducing the social CRM house. Journal of Interactive Marketing. 27(4). pp.270-
280.
Piller, F., Vossen, A. and Ihl, C., 2011. From social media to social product development: the
impact of social media on co-creation of innovation.
Tiago, M. T. P. M. B. and Veríssimo, J. M. C., 2014. Digital marketing and social media: Why
bother?. Business Horizons. 57(6). pp.703-708.
Trainor, K. J., 2012. Relating social media technologies to performance: A capabilities-based
perspective. Journal of Personal Selling & Sales Management. 32(3). pp.317-331.
Trainor, K. J., and et. al., 2014. Social media technology usage and customer relationship
performance: A capabilities-based examination of social CRM. Journal of Business
Research. 67(6). pp.1201-1208.
Tsimonis, G. and Dimitriadis, S., 2014. Brand strategies in social media. Marketing Intelligence
& Planning. 32(3). pp.328-344.
Online
Primary & Secondary Research. 2018. [Online]. Available through:
<https://study.com/academy/lesson/primary-secondary-research-definition-differences-
methods.html>.

APPENDICES
Questionnaire
Name:
Gender: Male
Age: 35 to 60
Contact no.:
Email id:
Research question
Q1. What kind of improvement customers are looking in the services provided to them?
(a): Affordable facilities
(b): Flats with dual occupancy
(c): Security and safety by digital system
(d): Other
Q2. Do you feel that social media platforms help company to communicate in a better way with
its customers?
(a): Yes
(b): No
Q3. From where you get to know about the company?
(a): Family
(b): Social media
(c): Other
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