Marketing Research Report: Analysis of Australian Family Structures

This report, prepared for Sky High Real Estate Developers, investigates the current and future structures of Australian families and households. The research utilizes secondary data from the Australian Bureau of Statistics to analyze family characteristics, employment data, dwelling structures, and occupation trends. The report employs a qualitative research design and content analysis to understand the evolving dynamics of the Australian market and its impact on housing demand. The findings highlight key demographic shifts and their implications for real estate development, offering recommendations for Sky High to adapt its strategies to meet changing consumer needs. The analysis covers data from 2011 to 2019, providing insights into employment, occupation, and dwelling structures. The conclusion emphasizes the importance of understanding the local market, forming business alliances, and demonstrating market parameters to achieve success in the real estate sector.

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Sky High Real Estate developers
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Contents
1. Introduction.........................................................................................................................2
2. Research process.................................................................................................................3
2.1 Research problem.............................................................................................................3
2.2 Planning the research design............................................................................................3
2.3 Planning the sample.........................................................................................................3
2.4 Collecting the data............................................................................................................3
2.5 Analysing the data............................................................................................................9
3. Formulating conclusions...................................................................................................10
References................................................................................................................................12

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1. Introduction
In the present scenario, the structures of Australian families and households and how these
structures will change in the coming 20 years which is becoming the issue of Real Estate
Developers. It has been addressed that with high number of people in the country are
immigrants who affects supply of housing to every people which keeps going up. In this
report, the research problem is considered and data has been collected through secondary data
method related to the family structure as well as its characteristics in the market of Australia.

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2. Research process
2.1 Research problem
Sky High Real Estate developers want to comprehend the current structures related to the
families as well as householders in the market of Australia. In the next 20 years, this structure
assists in understanding how the structure would turn. This would make them to form the
plan majorly to meet the growing demand of the household and families in the present as well
as in the near future (Paris, 2017).
2.2 Planning the research design
In this study, the researcher will use the qualitative research design that would be used
majorly for acknowledging the problem of research linked to the real estate developer in the
market of Australia. This research design contributes effectively in gathering the theoretical
information for the research study (Bryman, 2016). The source from which the data has been
gathered include Australian Bureau of Statistics website which provide the details related to
the family characteristics as well as related to the occupation of the people. This helps in
understanding the people who are indulge in occupation of real estate linked with the
characteristics of company (Sekaran and Bougie, 2016).
2.3 Planning the sample
The collection of the data requires sampling which is Australian household as well as their
families. The information is linked to the year 2016 as well as 2012-2013 which helps in
collecting the actual information without any loop hole. The statistics related of the country is
presented which shows the reliable and effective information (Lune and Berg, 2016).

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2.4 Collecting the data
The collection of the data is done through the secondary source which majorly include the
Australian Bureau of statistics which is evidence below: -
The data is collected initially towards the people, families as well as the private dwellings in
the market of Australia (Daly, and Smith, 2018).
(Source: ABS, 2016)

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(Source: ABS, 2019)

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(Source: ABS, 2019)
Details related to the Employment within the Australia market
Employment 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
(Source: ABS, 2016)
Employment - hours worked
Employment -
hours worked
Australia % 2011 %
1-15 hours per
week
1,218,823 11.4 1,087,799 10.8
16-24 hours per
week
1,079,236 10.1 947,792 9.4
25-34 hours per
week
1,193,445 11.2 1,027,379 10.2
Occupation of people in Australia
Occupation Australia % 2011 %
Professionals 2,370,966 22.2 2,145,442 21.3

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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
(Source: ABS, 2016)
Industry of employment
Industry of employment, top
responses
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

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Aged Care Residential
Services
211,621 2.0 165,485
(Source: ABS, 2016)
Dwelling structure
Dwellings Australia % 2011 %
Occupied private
dwellings
8,286,073 88.8 7,760,314 89.3
Unoccupied
private dwellings
1,039,874 11.2 934,471 10.7
(Source: ABS, 2016)
Dwellings
Structure
Australia % 2011 %
Separate house 6,041,788 72.9 5,864,573 75.6
Semi-detached,
row or terrace
house,
townhouse etc
1,055,016 12.7 765,980 9.9
Flat or
apartment
1,087,434 13.1 1,056,236 13.6
Other dwelling 64,425 0.8 66,662 0.9
(Source: ABS, 2016)

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2.5 Analysing the data
The data that has been collected by the researcher is required to be analysed to get the
findings of the information which is gathered by the researcher. The researcher uses the
content analysis method for analysing the data in which the data which is presented in the
simplest form is evaluated (Bell, Bryman and Harley, 2018).
In the beginning, it has been found that Australia is consist of total 23,401,892 people which
include 49.3% people male and remaining 50.7% people as female with the median age of 38.
The private dwellings that are present in Australia include 9,901,496 and the average people
present per household is 2.6. Moreover, the graph that has been presented shows the families
with the children aged 0 to 17 years and also presents the family structure by age of the
youngest child. The families in Australia with children 0 to 17 years in which youngest child
was aged 5 to 9 is 72% were intact families, 10 to years child include 68% were intact
families and also 15 to 17 years child with 60% were intact families.
From the data collected in the year 2016, it has been found that there were 11,471,296 people
who reported that they are being in labour force in the week. Out of all these 57.7% of the
people were employed with the full time as well as 30.4% in the country were employed only
for the part time services and remaining include the 6.9% who were unemployment during
the duration. In another table, the discussion related to the employees hours worked has been
presented (Jacobs, 2015). The data shows that from the total number of people employees in
country, there were 11.4% people who worked 1 to 15 hours, 10.1% worked majorly for 16 to
24 hours and 43% of the people worked 40 hours or more. From the data of 2012-2013, it has
been evaluated that the most common occupation that is present in Australia is Professionals
with 22.2%, Technicians and Trades Workers 13.5%, Community and Personal Service
Workers with 10.8% and others. This is linked with data of related to structure of the people

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that keeps on changes with this people involved occupation with 3.9% in hospital and in other
filed.
The issue which is faced by Sky High Real Estate include the rising demand of the household
and families which can affect the company. Thus, it is required to find out the dwelling count
which shows the data related to the house in the market of Australia (Easthope, Stone, and
Cheshire, 2018). It has been found that in the country there are 88.8% are private dwellings
which were occupied and other private dwellings remains unoccupied. From the total of
private dwelling structure, 72.9% of dwelling includes separate houses, 12.7% which was
semi-detached as well 13.1% were flats and 0.8% was other dwelling. This shows that the
issue is there because the housing area are fully occupied and demand for the people is
changing.
3. Formulating conclusions
In the end, the above interpretation conclude that Real Estate developers are dealing with the
issue because of the changes that are taking place considering the demand of household as
well as families. In this research, the company SKY HIGH Real Estate Developers is willing
to understand the actual situation which can easily be understood by understanding the
Australian families as well as their structures in terms of households. The research design
which is used by the researcher includes Qualitative research design that would be applied for
getting the reliable as well as actual details related to the real estate developers.
It is suggested to the company to put efforts and time in understanding the market which is
essential as it takes years to comprehend their local market which is essential for hiring any
sort of expert majorly in the local properties. In addition to this, it has been found that real
estate developers should have the agents who are experienced while dealing in the market of
Australia. The company can form the business alliances so that company can get and deal in

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the prime commercial properties. SKY HIGH Real Estate Developers need to support as well
as demonstrate the parameters present in the market. There is wide scope through which the
real estate developers can actually lean techniques for the communication as well as
interactions. In the real estate, it becomes essential for the agents to listen to the customers as
well as queries to learn and experience the best things.

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References
ABS (2019) 2016 Census QuickStats. [Online]. Available from:
https://quickstats.censusdata.abs.gov.au/census_services/getproduct/census/2016/quickstat/
036 [Accessed on 26th August 2019].
ABS (2019) 4442.0 - Family Characteristics and Transitions, Australia, 2012-13. [Online].
Available from: https://www.abs.gov.au/ausstats/abs@.nsf/mf/4442.0 [Accessed on 26th
August 2019].
Bell, E., Bryman, A. and Harley, B. (2018) Business research methods. Oxford university
press.
Bryman, A. (2016) Social research methods. Oxford university press.
Daly, A.E. and Smith, D.E. (2018) The economic status of Indigenous Australian families.
Easthope, H., Stone, W. and Cheshire, L. (2018) The decline of ‘advantageous
disadvantage’in gateway suburbs in Australia: The challenge of private housing market
settlement for newly arrived migrants. Urban studies, 55(9), pp.1904-1923.
Jacobs, K. (2015) A reverse form of welfarism: some reflections on Australian housing
policy. Australian journal of social issues, 50(1), pp.53-68.
Lune, H. and Berg, B.L. (2016) Qualitative research methods for the social sciences. Pearson
Higher Ed.
Paris, C. (2017) Housing Australia. Macmillan International Higher Education.
Sekaran, U. and Bougie, R. (2016) Research methods for business: A skill building approach.
John Wiley & Sons.