HC2022 Marketing Research Report: Real Estate Development Trends

This marketing research report delves into the challenges faced by real estate developers, focusing on rapid changes in household structures, livelihoods, and population demographics. Using Sky High real estate developers as a case study, the research emphasizes the importance of market research to understand demographic shifts, gender-specific demands, and technological advancements. Data collection methods, including surveys, are employed to gather insights from real estate agents. The findings reveal that political factors and evolving societal roles significantly influence real estate development. Recommendations include conducting precise marketing analysis and adopting advanced technologies to adapt to changing customer preferences and environmental factors. The report concludes that understanding and addressing these factors are crucial for mitigating challenges and ensuring success in the dynamic real estate market.

Running head: MARKETING
Marketing
Name of the student
Name of the university
Author Note

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Table of Contents
1. Introduction............................................................................................................................2
2. The research process..............................................................................................................2
2.1 Define the problem...........................................................................................................2
2.2 Planning the research design............................................................................................3
2.3 Planning the sample..........................................................................................................4
2.4 Collecting the data............................................................................................................4
2.5 Analysing the data............................................................................................................9
3. Formulating conclusions........................................................................................................9
Bibliography.............................................................................................................................11
Appendix..................................................................................................................................13

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1. Introduction
In the modern world, the problems that are faced by real estate developers include
rapid change of household structures as well as the manner of livelihood among the people.
As stated by Kerin and Hartley (2015) the rapid increase in population is also another
problem that is required to be undertaken by the real estate developer. In this regard, it can be
said that for requirement of the market research based on the change in population as well as
a change in demography of the country is an important information that is to be fulfilled by
the real estate developers.
For Sky High real estate developers, this particular information can be collected based
on the demographics and education as well as for maintaining a cultural and language
diversity. For example, research has showed that as per the recent data, female population in
Australia is higher than the male (Abs.gov.au 2019). Therefore, Sky High needs to be aware
of the demands of the women and the employment status that they hold so that development
of proper real estate buildings can be maintained. The collection of data for this research can
be done via the use of survey questionnaire so that the insights of the real estate developers
can be gained.
2. The research process
2.1 Define the problem
The problem that requires extensive market research includes the analysis of the
changes that take place in the real estate development. According to Baker (2016), the
excessive changes in the real estate development can be attributed to the rapid changes in
population as well as the demography of the country. It is also necessary to understand that

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the problem that has arisen is mainly due to the rapid increase in the demand of the people
relating to the changes in the world.
In this regard, it can be said that for Sky High, the problem can be associated with
understanding the properties that are in demand in the current stage as well as in the future.
The problem is that with the rapid rise in the population, especially the female population
market research regarding the application of changes is needed to be considered
(Quickstats.censusdata.abs.gov.au 2019). Hence, based on this, analysis, it can be said that
factors such as demographic, culture, gender and employment play an crucial role in the
changes that have been incurred among the real estate developers.
2.2 Planning the research design
The types of research designs that can be used include the primary as well as the
secondary research design. The application of the primary research design technique includes
application of the questionnaire as well as the interview methods so that direct interaction can
be gained with the concerned people. At the same time, as stated by Vaioleti (2016) the
analysis of the secondary research can be considered is done via collecting information by
using books, journals and websites. In this case, the application of both primary as well as
secondary research can be taken into consideration as the research involves understanding the
reactions of the employees associated with the real estate agents.
At the same time, according to Taylor, Bogdan and DeVault (2015), the application of
the secondary research is done, as information related to the changes that have been
developed in the real estate business is undertaken. In this regard, it can be said that
justification can be made for the application of secondary design. The reason for this is that
with the help of the secondary analysis, detailed information can be obtained about the
problems faced by the real estate developers.

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2.3 Planning the sample
Determining or planning the sample size can be crucial as it helps in identifying the
data required for the development of a research. According to Smith (2015) it is necessary to
take into consideration, the sample size for the collection of primary data as it can help in
providing a clear idea about the required source of information. At the same time, as stated by
Noble and Smith (2015) the sample size can help in determining the authenticity of the data
that has been collected.
In this regard, it can be said that for the collection of primary data based on the
problems faced by the real estate agents, the sample size is chosen 20. This 20-sample size is
the employees working at Sky High real estate developer. Undertaking such sample size can
help in considering the impact that is faced by the real estate agents in the country.
2.4 Collecting the data
1. What is you gender?
Figure 1: Gender
The figure shows that the number of male workers (65%) is more in comparison to
the female workers (35%).
2. How long have you been working for Sky High real estate developers?

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Figure 2: Experience
The figure shows that about 45% of the respondents are working at Sky High real
estate for 3 years while 40% have been working for 2 years.
3. Are you satisfied with the manner in which development in the real estate have taken
place?
Figure 3: Development of real estate
The figure shows that 50% of the respondents are disappointed with the development
in the real estate whereas 35% of the respondents are satisfied with the development of the
real estate.
4. Do you think changing roles of people are the reasons for the development in the real
estate?

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Figure 4: Changing roles of people
The figure shows that about 60% of the respondents believe that the changing role of
the people is the main cause for the development of the real estate.
5. What factors do you take into account while selecting a place for setting up
buildings?
Figure 5: Factors affecting real estate
The figure shows that 40% of the respondents believe that political factors need to be
taken into account for the selection of places
6. Are you satisfied with the amount of exposure that is provided to the needs of the
females in the real estate development?

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Figure 6: Exposure on the female population
The figure shows that 70% of the respondents are satisfied with the exposure that is
provided to the female population in the real estate development.
7. Do you think such a trend will continue in the future?
Figure 7: Future of the trend
The figure shows that 55% of the respondents believe that such a trend will continue
in the future while 25% of the respondents are sceptical about the continuation of the trend.
8. Do you think technology has any role to play in the development of the real estate
demand?

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Figure 8: Role of technology
The figure shows that 85% of the respondents believe that technology plays a big role
in the development of real estate business in the modern world
9. What recommendation would you like to impose for mitigating such changes in the
future?
Figure 9: Recommendation
The figure shows that 50% of the respondents recommend that demand of the people
need to be understood so that the changes in future can be mitigated
10. Have the plans for recommendations already been implemented?

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Figure 10: Implementation of recommendation
The figure shows that 80% of the respondents are aware of the fact that the
recommendations have already been implemented.
2.5 Analysing the data
The analysis of the data provides evidence about the fact that most of the workers
working at Sky High real estate are males. The fact that the political factors are the reasons
for the implementation of changes in the business can be gained from the analysis of the data.
The data also shows that the respondents are dissatisfied with the changes, as extra effort is
needed to be put in for the implementation of the changes. In this regard, it can be said that
demand made by the people is a recommended form of mitigation technique so that coping
up with the change can take place effectively. It is for this reason that satisfaction is derived
from meeting the demands made by the female member of the society. This provides
evidence that the recommended changes have already been implemented in the real estate
industry.
3. Formulating conclusions
Thus, based on the analysis, it can be said that the real estate agents are faced with
serious issues that can be taken into consideration for acknowledging the changes in the
country. The rapid changes that exist in the country can be associated with the development

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population as well as the high demand of the people. The specific manner in which people
select their real estate designs can be challenging for the real estate developers at Sky High.
Thus, in this regard, recommendations can be provided which can help in mitigating
the issue. One such recommendation is the fact that the real estate developers need to conduct
a precise marketing analysis to predict the changes in the environment. Along with this, the
real estate developers need to develop massive technologies so that it can cope up with the
rapid changes among the customers and the environment.

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Bibliography
Abs.gov.au. 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 28
Aug. 2019].
Baker, M.J., 2016. What is marketing?. In The Marketing Book(pp. 25-42). Routledge.
De Mooij, M., 2018. Global marketing and advertising: Understanding cultural paradoxes.
SAGE Publications Limited.
Kerin, R. and Hartley, S., 2015. Marketing: the core. McGraw-Hill.
Neuman, W.L., 2013. Social research methods: Qualitative and quantitative approaches.
Pearson education.
Noble, H. and Smith, J., 2015. Issues of validity and reliability in qualitative
research. Evidence-Based Nursing, pp.ebnurs-2015.
Panneerselvam, R., 2014. Research methodology. PHI Learning Pvt. Ltd..
Quickstats.censusdata.abs.gov.au. 2019. 2016 Census QuickStats: Australia. [online]
Available at: https://quickstats.censusdata.abs.gov.au/census_services/getproduct/census/
2016/quickstat/036 [Accessed 28 Aug. 2019].
Smith, J.A. ed., 2015. Qualitative psychology: A practical guide to research methods. Sage.
Taylor, S.J., Bogdan, R. and DeVault, M., 2015. Introduction to qualitative research
methods: A guidebook and resource. John Wiley & Sons.
Tuten, T.L. and Solomon, M.R., 2017. Social media marketing. Sage.

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Vaioleti, T.M., 2016. Talanoa research methodology: A developing position on Pacific
research. Waikato Journal of Education, 12(1).

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Appendix
1. What is you gender?
a. Male
b. Female
2. How long have you been working for Sky High real estate developers?
a. 2 years
b. 3 years
c. 5 years
3. Are you satisfied with the manner in which development in the real estate have taken
place?
a. Yes
b. No
c. Prefer not to answer
4. Do you think changing roles of people are the reasons for the development in the real
estate?
a. Yes
b. No
c. Prefer not to answer

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5. What factors do you take into account while selecting a place for setting up
buildings?
a. Political
b. Cultural
c. Social
d. Demographic
6. Are you satisfied with the amount of exposure that is provided to the needs of the
females in the real estate development?
a. Yes
b. No
c. Prefer not to answer
7. Do you think such a trend will continue in the future?
a. Yes
b. No
c. Prefer not to answer
8. Do you think technology has any role to play in the development of the real estate
demand?
a. Yes
b. No

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9. What recommendation would you like to impose for mitigating such changes in the
future?
a. Be more technically updated
b. Understand the demand of the people
c. Analyse the demography of the region
10. Have the plans for recommendations already been implemented?
a. Yes
b. No
c. Prefer not to answer