Sasel Research has developed a research proposal for Epic Developers to investigate the needs and wants when buying inner-city luxury apartments. The information that we collect will determine the advertising strategies that will be employed.
Background information must be considered before research design and data collection methods are implemented. We have collected a variety of secondary information including Australian Bureau of Statistics and focusing on recent surveys and reports they have published. This information paved the way to developing our further research methods.
We have decided that a questionnaire and focus groups would be the most appropriate method of research when considering our target audiences. The information gathered will allow Epic Developers to create a successful advertising campaign.
Limitations within our research have also been addressed and further research has been outlined in our proposal.
Sasel Marketing Research Essay has developed a primary research project that utilises a communications approach. We will be directly questioning respondents to obtain data by using a questionnaire.
In order to give our recommendations on the best way to promote a new complex, we need to successfully obtain the necessary data.
To acquire this data we need to come into direct contact with potential apartment buyers and existing apartment owners to find their perceptions and motivations that drive their behaviours.
The communication method has been chosen, as it is fast, versatile, generally inexpensive and allows more control over the data-gathering activities. Our objectives can be met sufficiently through the communication method of collecting primary data.
The aim and objective of this research project is to determine the factors that interest of potential apartment buyers of units with out a view so as to create an advertisement that will effective advertise the apartment.
These findings will assist the organization in their selection of the elements of the ad. So as to communicate more effectively to their target audience.
This research project will take into account the different elements of purchasing a new apartment, in the city, which has no views. And will look into the areas that the apartment has to offer, our unique selling point, For example, amenities, like cinemas, restaurants, and shopping malls that are situated close to the apartments. Such as, must we advertise a romantic lifestyle, a busy lifestyle, or an apartment with convenience?
Considering the competition from real estates in the city with views and those with no views, we have to determine who are our primary and secondary target audience and what are the factors that has their preference. This will help us understand our target audience better and assist the organization in creating the ad more targeted to the audience.
As well as understanding what factors would attract the target audience to the apartments, the research also aims to know where our target audience are, their demographics and their choice and perceptions of the different locations of executive apartments.
There is a vast amount of secondary data so it will be best to put it into five defined categories.
As urban redevelopment and urban renewal tend to be on the increase in Perth, so does the percent of people seeking dwellings that fit into the category of apartments and townhouses. There has been a general drift among first home owners from buying a separate house on the urban fringe to higher density inner city housing. In 1997 1998, 17% of first homebuyers had purchased medium to high density accommodation, up 3% since 1988 (Survey of income and Housing, 1998).
The median age of first homebuyers is 31.5. This rate has been increasing drastically over the past ten years due to the changing formation of family patterns.
People are delaying marriage and having children and staying in education longer. As a consequence young couples are the most likely to be first home buyers out of all income unit types (ABS, 1999). The ABS also states almost a third of households who owned their home outright were couples with no children.
According to the Australian Bureau of Statistics (1999), flats and apartments are the second most common type of dwelling in Australia, with 12% of all dwellings falling in to this category. With the numerous apartment and townhouse developments taking place in Pert this rate is sure to increase.
A survey undertaken by .