Marketing research in the field of real estate. Coursework: Plan for marketing research of the real estate market. Real estate market research plan
According to the discipline "Fundamentals of Marketing"
Topic: "Plan of carrying out marketing research
real estate market"
annotation
Introduction
Chapter 1 Marketing Research Management
1.1Marketing structure information system
1.2Probing studies
1.3 Descriptive studies
1.4 Casual research
Chapter 2. Marketing research of the real estate market. Targets and goals
2.1 Market conditions
2.2 Market size
2.3 Market segmentation
2.4 State of competition and market barriers
2.5 Market opportunities and risks
Conclusion
Bibliography
Application
ANNOTATION
This course work presents the methodological aspects of the study modern market real estate.
These aspects were considered in order to consider the principles of marketing and search for its components that affect the management of marketing research, the study of the real estate market, in particular.
The course work consists of two parts. The first part is theoretical. It deals with the main theoretical aspects of marketing research management. The main components of research, types were identified and considered, namely:
the structure of the marketing information system;
Probing research;
descriptive research;
casual research.
In the second, analytical part of the course design, the basic principles of real estate market research are considered. Chapter Tasks:
Consider market conditions;
to characterize the market capacity;
Consider market segmentation
· to characterize the state of competition and market barriers;
· Describe market opportunities and risks.
At the end of the course work, the necessary conclusions are given.
INTRODUCTION
In modern economic theory there were such market concepts and scientific directions such as marketing activities. The main functions of this area of activity were accounting for the needs for goods, the state and dynamics of demand, studying the possibilities of adapting production to market requirements, actively influencing the formation of needs, and controlling the conditions for the sale of goods.
Conducting marketing research is the most important component of the analytical function of marketing. The absence of such studies is fraught with the most adverse consequences for the manufacturer.
Marketing research of the real estate market involves the systematic collection, processing and analysis of data on those aspects marketing activities, within which certain decisions should be made, as well as an analysis of the components of the external environment that affect the marketing activities of the company.
The relevance of this topic of the course work lies in the fact that the main attention in marketing research should be given to market aspects: assessment of the state and trends (conjuncture) of the development of the real estate market, consider market conditions; characteristics of the market capacity; market segmentation; the state of competition and market barriers; market opportunities and risks.
The purpose of this course work - to consider aspects of the study of the real estate market.
In accordance with the purpose of the work, the following tasks were set:
Consider the principles and methods of marketing research management;
characterize the structure of the marketing information system;
consider the goals and objectives of marketing research;
characterize the market conditions; market volume; market segmentation; the state of competition and market barriers; market opportunities.
The object of research in the course work is the real estate market, the subject of research - aspects of studying the real estate market.
The methodological and theoretical basis of this study was the translated works of Western scientists, as well as the works of leading Russian scientists in the field of marketing research, statistical and operational data, and the results of a marketing market research.
CHAPTER 1. MANAGEMENT OF MARKETING RESEARCH
1.1 Structure of the marketing information system
There are few managers who are satisfied with the information they receive about the market. The reasons for this dissatisfaction are as follows:
available information is very often useless in the decision-making process;
there is too much information to use it effectively;
information is dispersed throughout the firm and difficult to find;
· key information arrives either too late to be used, or in a distorted form;
· some managers can hold information at home, without transferring it to other departments or colleagues;
It is difficult to verify the reliability and accuracy of information.
The role of the marketing information system (MIS) is to carefully study information needs, develop an information system that meets these needs, centralize the available information and organize its distribution in the organization. The definition of MIS can be formulated as follows:
A marketing information system is a robust and interactive framework that brings together people, equipment, and procedures for collecting, analyzing, evaluating, and distributing appropriate, timely, and reliable information to marketing decision makers in order to improve the effectiveness of marketing planning, implementation, and control.
The structure of the MIS is shown in Figure 1.
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Figure 1. The structure of the marketing information system
As the figure shows, monitoring the macromarketing environment is the responsibility of the organization's management. Three subsystems are involved in the collection and analysis of information flows: the internal reporting system, the business surveillance (intelligence) system and the marketing research system. The fourth subsystem is an analytical market system responsible for processing data and transferring information to management for its study, decision-making and control.
From this point of view, marketing research is only one of the components of MIS. The role of marketing research is clearly defined and limited to the specific problem to be decided upon. The role of the IIA is much broader, and the IIA itself is organized on a permanent basis. Below we briefly describe the tasks and content of its three subsystems.
Internal reporting system. All organizations collect internal data as part of their normal activities. These data collected for purposes other than research are referred to as internal secondary data. Sales data, for example, is recorded in an order-delivery-payment cycle. In addition, data are recorded on the cost, on the cost of advertising and sales promotion; from sales representatives and dealers, R&D and production departments receive relevant reports. And these are just some of the sources of data that exist in modern organizations. Sales data must be recorded in such a way that it can be classified by type of customer, payment procedure, product line, sales territory, time period, etc.
For example, a monthly sales report categorized by product, customer group, and sales territory allows for the following analysis:
· to compare sales volumes for the past period in physical and value terms;
Analyze the structure of the product mix in the total turnover;
Analyze the indicator of specific turnover;
evaluate the effectiveness of sales efforts by comparing sales volumes by territory, the number of commercial contacts, average income from one contact, etc.;
· analyze the degree of market penetration in different territories, taking into account purchasing power indices.
Many companies collect and store insufficient amounts of sales and cost data for research purposes. This data, stored and processed in the market analytical subsystem, should be a database of time series suitable, in particular, for forecasting. They can be used for the following types of analysis:
· graphical analysis to identify trends, seasonality and growth rates;
· short-term sales forecasting based on endogenous (internal) sales forecasting methods, such as exponential smoothing;
· correlation analysis of relationships between sales volumes and key influencing factors, such as distribution coefficients, advertising costs, relative price;
· Parametric or multivariate econometric models.
The development of internal reporting systems was facilitated by the ubiquity of computer technology. When developing a reporting system, a number of requirements must be met:
timeliness: information should be available when it is needed;
Flexibility: information should be available in different forms and levels of detail to meet the information needs in different decision-making situations;
completeness: the reporting system should cover the full range of information needs, but at the same time not allow the possibility of information overload;
Accuracy: the accuracy of the information should be appropriate for the decision-making situation, in addition, the information should not be too detailed;
· Convenience: The information should be easily accessible to the decision maker, as well as clear and practical.
The source of data for the internal reporting system is the organization itself, and therefore they have a minimum cost. These data form the basis of the MIS, its framework. As can be seen from fig. 7.2, firms use many different sources of information. Interestingly, in this particular example, the most important source of information is the actual consumers.
Business Surveillance System. Data from the internal reporting system should be supplemented with information about the macromarketing environment and about competitors. The role of the business surveillance system, or business intelligence, is to collect information about changes in the external environment so that management can monitor the strengths and weaknesses of the firm's competitive position.
There are various methods of business observation: the method of random observation, the involvement of sales personnel, the establishment of information service centers, or the acquisition of data from syndicated sources.
In addition to internal reporting and business surveillance data, marketing management also needs to study specific problems and opportunities, such as testing new product concepts, image research trademark, forecasting the volume of sales in a particular country or region, etc. Such targeted projects are the prerogative of the marketing research system.
Marketing research system.
The role of marketing research is to provide management with the data and information necessary to adopt and implement a market orientation. More precisely, this role can be defined as follows:
Marketing research involves diagnosing information needs and selecting relevant interrelated variables for which reliable information is collected, recorded and analyzed.
According to this definition, marketing research has four functions:
· Diagnosis of information needs, which involves the active interaction of the market analyst and the decision maker.
· Selection of variables for evaluation, which requires the ability to translate a management problem into empirically verifiable research questions.
· The need to ensure the external and internal validity of the collected information, which makes it necessary to master the research methodology.
· Transfer of information to management for study, decision-making and control.
Thus, the role of a market analyst is not limited to the technical aspects directly related to working on a research project. The analyst should take an active part in the formulation of the research problem, in the development of the research plan, and in the interpretation and use of the research results.
The key question that a manager faced with a decision-making problem must answer is: is special marketing research required? Before answering it, the following factors must be taken into account:
1. Time limits. Marketing research is quite time consuming, and in many cases decisions need to be made quickly, even if the information is incomplete. The time factor is extremely important: the urgency of some situations leaves no room for research. This factor emphasizes the importance of MIS as a permanent information system.
2. Availability of data. In many cases, the company's management already has enough information so that the right decision can be made without additional research. It is this type of situation that should arise when a company has an established, permanent MIS. Sometimes market research is still carried out so that decision makers are not accused of negligence. In this case, they are, rather, a safety net, which will come in handy if the decision made turns out to be wrong.
3. Value for the firm. The value of marketing research depends on the nature of the management decision on the agenda. In relation to many routine decisions, the cost of an error is minimal - in any case, it does not cover the cost of conducting a study, which can be significant. Therefore, before conducting a study, managers should ask themselves the question: “Will the information obtained during the study allow me to improve the quality of the solution enough to cover the costs?” In many cases, even modest marketing research can significantly improve the quality management decisions.
Often studies are not related to any specific solutions, but have an exclusively probing character. Their goal is to gain deeper market knowledge or find opportunities in a new, unknown market. This type of research usually right choice the firm's strategic alternatives.
Marketing research and the scientific method. Today, no one doubts that management is much more an art than a science. In the case of marketing research, the situation is diametrically opposite: they must be scientific in nature. The fact is that marketing research is associated with high-quality (verified) knowledge, and without high-quality knowledge there will be no successful management decisions. The bottom line is that researchers are trying to establish objective "truths". Managers want to make decisions based on accurate and unbiased information, and this suggests that the researcher must resort to scientific methods data collection and analysis.
· Types of marketing research. Marketing research can be classified according to the methods used or the nature of the research problem. The most common research methods are survey, experiment and observation. The nature of the problem determines whether the inquiry is probing, descriptive, or causal.
Probing research is carried out to clarify the problem, to study the market situation in depth, to search for ideas or the essence of an event, and to determine the direction of future research. They do not aim to find irrefutable evidence of the correctness of a particular course of action. Methods used: statistical data processing and qualitative research.
Descriptive research answers the questions “who?”, “what?”, “when?”, “where?”, “how?”. The task of such a study is to determine the frequency of occurrence of an event or the relationship between two variables. Unlike probing research, descriptive research comes from a clearer understanding of the problem.
Descriptive or descriptive information is usually all that is required to solve a marketing problem. Methods: secondary data analysis, observation and communication methods. Most marketing research is of the descriptive type.
Causal research - the most ambitious form of research, it is associated with the establishment of cause-and-effect relationships. Usually the nature of this relationship is known in advance and needs to be confirmed or explained. For example, the researcher must show how a particular price, package, or advertisement will affect sales. As a rule, causal research is carried out in the form of a controlled experiment.
In principle, probing and descriptive research should precede the analysis of causal relationships and often act as preliminary stages(Fig. 2).
Figure 2. Different study sequences
Marketing research is probing when it is required to understand the essence of an event or find an idea, and not formally test a hypothesis derived from a theory or previous research projects. This type of research is very popular among firms due to its low cost, speed, flexibility, creativity and ability to generate new ideas.
The objectives of the probing study. The need for a probing study usually arises when a firm is dealing with vaguely articulated problems, such as "Brand X is down and we don't know why" or "Will the market show interest in our new product?" In such cases, the analyst may receive a wide variety of responses. Since it is impractical to check the correctness of each of them, a probing study is carried out: the most probable explanation(s) is established, which is then empirically tested. Thus, the main objectives of the probing study are to:
quickly explore sources of problems or potential opportunities;
more precisely formulate a fuzzy problem for further research;
put forward hypotheses or assumptions regarding the problem;
collect and analyze easily accessible information;
· identify priorities for future research;
introduce the analyst to the problem or the market;
Refine the concept.
In general, probing studies are applicable to the study of any problem, information about which is insufficient.
Development of hypotheses. Probing research is especially useful in the first stage of the research process, when a problem is formulated, because it allows you to translate this problem into specific research goals. The goal is to develop testable hypotheses. Hypotheses indicate what we are looking for; offer possible solutions research problem and introduce an element of specificity. Usually several competing hypotheses, specific or implicit, are formulated. How does an analyst generate hypotheses? This process is shown schematically in Fig. 3. There are four main sources of information:
1. the theory of such disciplines as economics, psychology, sociology or marketing;
2. managerial experience in solving similar problems;
3. secondary data;
4. probing research, when there is neither theory nor experience.
Figure 3. The process of developing a hypothesis
Methods of probing research. The purpose of a probing study is to search for new ideas, so no formal planning is required in this case. The main characteristics of such research are flexibility and resourcefulness. The main factor is the imagination of the researcher. The following methods are used: analysis of secondary data, conversations with informed persons, case studies and qualitative research using focus groups.
Use of secondary data. Secondary data is previously published information collected for purposes other than those of this study. Primary data, in contrast, are collected directly for the purposes of the study. Internal sources secondary data are sources located in the organization itself, external sources originate outside of it. Internal data is concentrated in the internal reporting system. External sources can be very diverse: these are publications government agencies, and industry association data, as well as books, newsletters, reports, and periodicals. Data from these sources is inexpensive or completely free when it comes to libraries. In addition, there are external sources such as standardized marketing data, which are significantly more expensive. These include consumer panel results, wholesaler data, media audience data, and so on.
It should be said that secondary data is the most logical type of data, the importance of which should by no means be underestimated. The main advantage of secondary data is that it is always faster and cheaper to collect it than to collect it. primary information. In addition, this data may contain information that cannot be obtained in any other way. A competent market analyst should be familiar with similar sources of data about the market being studied.
However, secondary data also has some drawbacks that the analyst must also take into account. The following three problems are most common: outdated information, different definitions of the same terms, different units of measurement. Another disadvantage is that the user has no control over the accuracy of the secondary data. Other people's research can be biased and depend on the direction of the interests of the sources. In addition, the user of secondary data must critically evaluate, firstly, the data itself, and secondly, the order of their collection, in order to make sure that the research methodology is correct. When using secondary data, the following rules should be followed:
1. Always work with a primary source of secondary data, but not with secondary sources that themselves receive information from the original.
2. Evaluate the accuracy of secondary data, Special attention pay attention to the purpose of their publication.
3. Appreciate overall quality methodology. The primary source should provide a detailed description of the data collection procedure, including definitions, forms, sample characteristics, etc.
Focus groups. Focus group is a more complex type of probing research. This is an unstructured, free type of interview with a small group of respondents (8 to 12 people). A focus group does not have a rigid Q&A structure, but rather a flexible discussion that discusses a brand, ad message, or new product concept. This happens as follows: the group meets at a pre-arranged time; it includes an interviewer, or moderator, and 8-12 participants. The moderator announces the topic of the discussion and organizes its discussion among the participants. Focus group participants can express their true feelings, doubts and fears, as well as their deepest beliefs.
projection techniques. It is not uncommon for respondents to be reluctant or embarrassed to directly discuss their feelings, but may respond sincerely (consciously or subconsciously) if the question is veiled. Currently, such methods are used in clinical tests and tests of individual abilities.Theoretically, when a person is asked to structure or organize an unstructured or ambiguous situation, he has no choice but to show his own character and express his own attitude, thereby demonstrating them to the researcher.
Limitations of probing studies. Probing research cannot replace more thorough quantitative research. However, many managers are tempted to limit themselves to probing studies with their small sample sizes, mainly because of their simplicity and accessibility. Blindly accepting unstructured focus group results or short series of informal interviews has two dangers:
• First, the results are not representative and therefore cannot be projected onto the population as a whole.
· Secondly, the results are ambiguous due to the subjective interpretation of the moderator.
Given these limitations, probing research methods should be applied directly to take into account consumer perspectives and develop hypotheses for further study.
Descriptive research, as the name implies, is designed to describe a given situation or a given population. They differ from probing studies by increased rigidity of the structure. Probing studies are flexible, while descriptive studies attempt to obtain a complete and reliable description of the situation. In order to go through all the necessary phases and collect reliable information, a formal study structure is required. The most common method of descriptive research is a survey.
Goals of descriptive research. Descriptive research covers a wide range of research purposes. The general goal is to visualize some aspect of the market at a particular moment in time or track the dynamics of change over a certain period of time. More specific goals can be formulated as follows:
· Describe the organization, distribution channels, or competitive structure of a particular market or segment.
· Calculate the proportion and socioeconomic profile of the part of the general population that exhibits certain behaviors.
· Predict the level of primary demand for the next five years in a given market using heuristic forecasting methods or the extrapolation method.
· Describe the purchasing behavior of certain consumer groups.
· Describe how consumers perceive and evaluate the properties of given brands in relation to competing brands.
· Describe lifestyle changes in certain segments of the population.
To conduct descriptive research, it is important to understand and know the problem, which will allow you to accurately determine the data collection procedure. As the previous section has shown, one or more hypotheses must be formulated by the beginning of such research. Before proceeding with it, three conditions must be met:
1. There must be several hypotheses or hypotheses derived from research questions that are necessary to determine the direction of data collection.
2. A clear wording of the questions “who?”, “What?”, “When?”, “Where?”, “Why?” And How?".
3. Determining the method of collecting information (communication methods or observation).
Primary data collection methods. There are three ways to collect primary data: observation, communication methods, and experiment. The experiment differs from other methods in the degree of control over the research situation. Generally speaking, this method is most often used in causal research, so we will consider it in the next section. In cross-sectional and longitudinal studies, two other methods are used - observation and communication.
Observation methods. Scientific observation is the systematic process of recording human behavior, observing objects and events without any intervention or communication with them. An observational market analyst captures information as an event occurs, or collects evidence of events that took place in the past. The objects of observation can be at least five types of phenomena:
Physical actions and facts such as purchases, store locations and layouts, prices, counter sizes and organization, sales promotions;
Temporal indicators, such as the length of time spent in a store or the length of driving a car;
spatial relationships and location, such as counting the number of customers in a store or observing the order in which they move between counters;
· behavioral manifestations, such as eye movement or level of emotional arousal;
The most important advantage of the observation method is its stealth, unobtrusiveness, since communication with the respondent is not required. An “observer” can be a human being or a mechanical device such as a pedestrian counter, an audiometer (devices that record television viewing) or optical scanners in supermarkets that capture shopping and purchasing behavior data. Observational data are generally more objective and accurate than data from communication methods.
Despite their advantages, observational methods have one significant limitation: they do not allow one to determine motives, attitudes, preferences, and intentions. Therefore, such methods are used only to confirm the primary data on behavior.
Communication methods. In communication research methods, the required information is collected through a survey of respondents. The data collection tool is a questionnaire or questionnaire. Questions (and answers) can be formulated orally or writing. There are three ways to conduct a survey: a personal interview, a telephone survey, and a mail survey, or self-completion of questionnaires.
1. Personal interview. This method is well suited for exploring complex concepts that require explanation or for new products. The collection of information is conducted as a personal question and answer session in which the interviewer and the respondent participate. The interviewer usually uses the questionnaire as a guide, although he may use different visual materials. Responses are usually recorded directly during the interview. Face-to-face interviews are characterized by a high response rate, but are also more expensive than other forms of survey. In addition, the presence of the interviewer may influence the responses of the respondent.
2. Telephone survey. This method is best suited for the study of simple and well-defined product concepts or their individual functions. Questions are asked by phone. The required information is strictly defined, non-confidential and limited in scope. The method compares favorably with the speed of data collection and low costs per interview. At the same time, some phone numbers are not available in directories, which causes problems with building representative samples. Other limitations are the lack of personal contact and the impossibility of using visual materials.
3. Poll by mail. Such a survey is conducted in order to expand the circle of respondents. It is most effective for studies of well-defined concepts where a limited number of specific responses are required from the respondent. In general, such surveys are cheaper than telephone and personal interviews, but the response rate in this case is much lower. There are several methods for increasing the activity of respondents. Questionnaires distributed by mail should be more structured than all the others.
The advantages and disadvantages of these methods are summarized in Appendix 1.
Rules for compiling questionnaires. A well-written questionnaire is the key to good survey results. In essence, the questionnaire is just a set of questions, selected in such a way as to obtain the data necessary to achieve the goal of the study. At first glance, developing questionnaires may seem like a simple matter, especially to those who have never experienced it. Writing a good questionnaire is as easy as writing a good poem. The end result should look as if the words fell on paper, but, as a rule, there is a long, painstaking work behind this.
The function of the questionnaire is to give an assessment. The questionnaire is the main channel for obtaining data from respondents and transmitting this data to researchers, who, in turn, send new information to managers who make a particular decision. This channel performs two communication tasks: it must indicate to the respondent the interests of the researcher; he must convey to the researcher the opinion of the respondent. The accuracy of the data collected through questionnaires depends to a large extent on the distortions or "noise" introduced by both types of communication. A sloppy questionnaire can significantly distort communication in the direction from the researcher to the respondents, and vice versa.
To avoid problems in the design of the questionnaire, before accepting the final version of the questionnaire, it is necessary to analyze the relationship between the information needs for a particular research project and the expected database for the developed questionnaire (Fig. 4).
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Figure 4 research project questionnaires
The logical chain for the development of the questionnaire is as follows:
Preliminary decision on the list of issues
Decision on the content of an individual question
Decision on the format of answer options
Decide on the thesaurus to use to formulate the question
Decision on placement of questions in the questionnaire
Decision on the format, design of the questionnaire
Testing, revision and preparation of the final version of the questionnaire
One of the common mistakes is that the researcher expects the respondents to understand the essence of the questions. However, respondents may simply not know what they are being asked about. They may not be familiar with the product or research topic, they may confuse the research subject with something else, or they may understand the wording of the question in their own way. Respondents may refuse to answer personal questions. Most of these problems can be minimized if the questionnaire is written by a qualified researcher.
The questionnaire is an object through which four participants of any survey interact:
a decision maker who needs specific information to solve a problem;
a market analyst whose role is to translate the research problem into research questions;
an interviewer who must receive reliable information from respondents;
Respondents who must agree to provide the requested information.
In order for the questionnaire to be of high quality, it is necessary that it be standardized. Compliance with this condition contributes to the fact that the answers received from different respondents by different interviewers will be comparable, and therefore suitable for statistical processing.
The procedure for compiling the questionnaire. There are no rules for compiling perfect questionnaires, however, summarizing the experience of many researchers, it is possible to develop recommendations, the observance of which will reduce the problems of reliability of the collected data to a minimum. One of the best sources of information on this topic is the book by G. Boyd and R. Westfall. When compiling the questionnaires, it is proposed to follow the following procedure, consisting of seven steps:
Step 1. Determine the required information. Since the questionnaire is the link between the information needs and the data being collected, the researcher should have a complete list of all information needs on hand, as well as a clear definition of the group of respondents. Usually, both are established in the course of a probing study and the development of a hypothesis. Various forms of market response will help the researcher to identify concepts that require evaluation.
Step 2. Determining the type of questionnaire. Data collection may be in the form of personal interviews, telephone surveys or mailing questionnaires. The choice of one or another option depends largely on the type of information that needs to be collected. At this stage, you need to determine the type of questionnaire, since the content, wording and order of the questions, as well as the length of the questionnaire, depend on this. For example, the decision to conduct a joint review would eliminate the possibility of conducting telephone surveys. Thus, in this step, the market analyst must determine exactly how the necessary primary data will be collected and how they will be analyzed.
Step 3. Determining the content of the questions. Once the characteristics of the required information and the method of data collection have been established, the researcher can begin to formulate questions. When determining their content, the following should be taken into account:
Is this question necessary? Avoid using questions that are interesting but not directly related to the required information.
· Do not need to split the question into two or more! Some questions may contain two or more items. If you leave them all in one question, it will be extremely difficult to interpret it. This is especially true for “why” questions.
· Does the respondent have the required information! Three questions should be answered here: does the respondent have experience with what is being asked about; whether the respondent can remember the required information; does the respondent have to do any significant work to obtain this information?
· Will respondents provide information! Even when respondents have the necessary information, they sometimes do not answer questions because they cannot formulate their answer or do not want to answer.
Step 4. Determining the question type. When choosing specific wording, the researcher can choose between three main types of questions:
· Questions without suggested answers: Respondents must formulate answers themselves.
· Multiple Choice Questions: The respondent must select one or more answers from the list provided.
· Dichotomous question: An extreme form of a multiple-choice question where the respondent is given only two options to choose from, such as yes/no, agree/disagree, etc.
In multiple-choice questions, the choices themselves can be ranked, in which case the goal is not just to define a category, as with a nominal scale, but rather to “score” the degree of agreement, importance, or level of preference. Two types of scales can be used: ordinal or ordinal, whose values are simply ordered by rank, and interval, which has all the properties of an ordinary scale, but the distances between values can fluctuate markedly. It is important to distinguish between these two types of scales because specific mathematical operations can be applied to each of them. In practice, interval scales are most often used in questions of importance and preference.
Various scales are currently in use. The most common are the Likert scale, which assigns its own descriptors to each category, the semantic differential scale, which uses bipolar adjectives, and the constant sum scale, where the respondent is asked to allocate a certain number of points between two or more attributes according to their importance.
Step 5. Choosing the wording of questions. Now we need to formulate the questions themselves, and do it in such a way that: the respondent can easily understand them; Do not direct the respondent to the “correct” answer. In this regard, it makes sense to take into account a number of points.
1. Is the essence of the issue clearly indicated! You need to make sure that each question is clearly articulated in terms of six components: “who”, “where”, “when”, “what”, “why”, and “how”.
2. Should the question be subjective or objective? The subjective question is formulated in a language close to the individual, the objective one - in the most common terms. As a rule, answers to subjective questions are more reliable.
3.Use simple words. The words used in the wording of questions should have only one interpretation, and this interpretation should be publicly known. There are many examples of misunderstanding of seemingly ordinary words. In particular, marketing jargon (“brand image”, “positioning”, etc.) should be avoided. To eliminate possible shortcomings, it is useful to conduct a trial survey.
4. Avoid ambiguous questions. Ambiguous questions different people understand differently. Indefinite words such as often, sometimes, a lot, good, much, bad, etc. can have many different meanings.
5. Avoid leading or one-sided questions. A leading question is a question whose wording leads the respondent to a specific answer. One-sided questions are related to one side of the problem. The question should be as neutral as possible. To do this, it should not mention the name of the brand or company, or the problem should be considered from all sides.
6. Avoid double questions. A dual question is one that allows two "correct" answers, which puts respondents in a difficult position. In this case, two questions should be asked instead of one.
7. If possible, modify the questionnaire. There is no single correct wording of questions.
Step 6. Determine the sequence of questions. As a rule, the questionnaire consists of three parts: the main information sought; socio-demographic information used to build the profile of the respondent; special cells that the interviewer fills out. General rule is as follows: the main questions of the questionnaire come first, then the socio-demographic questions, unless they are used as a filter for selecting respondents. The researcher should also pay attention to the following points:
1. The first questions should be simple and interesting. If the opening questions are interesting, understandable, and easy to answer, the respondent is more likely to complete the entire questionnaire.
2. Use the funnel principle. The principle of the funnel is that first you ask general question and then gradually formulate more and more specific questions on the same topic.
3. Arrange the questions in a logical order. The order of the questions should be logical for the respondent. Sudden changes in the topic confuse respondents and cause uncertainty.
4. Difficult or sensitive questions should be placed towards the end of the questionnaire. Sensitive questions should be placed at the end of the questionnaire, as by this point the respondent will be fully involved in the study.
With regard to questionnaires distributed by mail, it should be remembered that filling them out by the respondent is associated with a number of specific difficulties. The fact is that such a questionnaire should itself interest the respondent. "Responsibility" falls on the first few questions. Further questions should be arranged logically. In mail surveys, it is difficult to achieve the same sequence of familiarization of respondents with questions as in personal interviews, since the respondent himself determines in what order he answers the questions. In such questionnaires, composition and external attractiveness are especially important.
Step 7. Preliminary survey. Before starting a full-scale survey, it makes sense to conduct a preliminary survey in the field. In this situation, the questionnaire is distributed to a limited number of potential respondents who seem to be the most suitable for the survey, but are not too different from the group being studied. However, statistical sampling is not required at this stage. Preliminary survey allows you to determine whether respondents have difficulty understanding the questionnaire and whether it contains ambiguous or biased questions. It is also useful to tabulate the results of the preliminary questionnaire to check whether the questionnaire provides all the necessary information.
Methods for determining the sample. After the questionnaire is compiled and verified, it is necessary to select the respondents who, in fact, will be interviewed. One way is to collect information from each member of the target population through a census. An alternative option is to interview part of the group, having determined the sample of respondents. The census method is often used in markets for capital goods, where the size of the general population does not exceed 100-300 units. However, in most cases, the size of the population is larger, so the financial and time costs of contacts with all its representatives turn out to be prohibitively large. For this reason, the researcher uses the sample:
Sampling is the selection of a part of the population under study in order to obtain results that are applicable to the entire population under study.
All sampling methods can be divided into two main categories: with probabilistic and deterministic sampling.
· With probability sampling, an objective selection procedure is used and each member of the general population has a known non-zero chance of being included in the sample.
· With a deterministic sample, the selection procedure is subjective and the probability of selecting each representative of the general population is unknown.
Each of these two sampling procedures has its own advantages. The main advantage of probabilistic sampling is that, with the help of appropriate statistical methods, it is possible to determine the error of random selection, while in deterministic samples, statistical methods, strictly speaking, are not applicable. In most cases, probability samples should be used, although there are situations where deterministic samples are preferred, mainly due to lower costs and ease of organization.
Probability samples. Exist different kinds probability samples: simple random samples; stratified (stratified) samples (proportional and non-proportional); cluster samples and multistage samples.
· Simple random sampling: each element of the general population has not only a known, but also an equal probability of being included in the sample. There are different selection procedures (random number method, systematic sampling). All of them assume that the researcher has a list of all members of the general population.
· Stratified sampling: the study population is divided into mutually exclusive populations, or strata (division occurs according to criteria such as size, income, age), and a random sample is taken from each of them. In proportional stratified sampling, the total sample size is distributed among the strata in proportion to their size, while in non-proportional stratified sampling, its size does not depend on the size of the stratum, but on quantitative changes in the criteria within the stratum.
· Cluster sampling: the studied population is divided into mutually exclusive groups (clusters), in each of which a random sample is made. In addition, each group should represent the general population in miniature.
· Multi-stage sampling involves two or more stages combining some probabilistic group sampling methods. Instead of choosing all representatives of randomly compiled groups (clusters), only a certain sample is taken from each of them. In the resulting subgroups, subsamples are taken. The main advantage of multi-stage sampling is that a probability sample can be obtained even if the researcher does not have a list of representatives of the general population.
In general, probabilistic samples require more time and financial costs than deterministic ones, because: they need an accurate specification of the general population and a list of its elements; the sampling procedure must be followed exactly.
Deterministic selections. There are three types of deterministic samples: non-representative sample, random sample, and quota sample.
· Non-representative sample: respondents are selected based on the convenience of the study.
· Random Sampling: The market analyst selects the respondents for the sample himself, relying on his judgment as to their suitability for the research objectives.
· A quota sample resembles a stratified random and non-representative sample. The interviewer finds and interviews a certain number of people in each of several categories, but the choice itself is not probabilistic, but subjective.
Survey errors. One of the main tasks of a market analyst who will conduct a survey is to evaluate the overall accuracy and validity of the survey results. The total polling error can be composed of two constituent parts: errors in sample determination and constant (systematic) error. Sampling error can be reduced by increasing the sample size or by improving the quality of the selection of respondents. It is more difficult with systematic errors that arise for a variety of reasons, such as incorrect construction of the questionnaire, low qualification of interviewers, errors that occur due to the fault of respondents or in the process of data coding. The best way minimization of systematic errors - strict control over the entire process of collecting, coding and analyzing primary data. If the survey is conducted by an outside research firm, the market analyst should issue it to employees precise instructions and keep a close eye on their work.
Descriptive studies often use two-dimensional tables to show the relationship between two variables. Often, when such a table indicates a statistically significant relationship, especially if one variable is expected to influence another (as in regression analysis), it is tempting to consider this fact as irrefutable evidence of the existence of a causal relationship.
There are three distinct, though complementary, goals for causal research:
· Establish the direction and strength of a causal relationship between one or more action variables and one response variable.
· Measure in quantitative terms the degree of influence of the action variable on the response variable.
· Predict the values of the response variable for different values of the action variables.
However, it is not necessary to pursue all of these goals. Several methods of causal research are subordinated to a single goal: to establish a causal relationship and thereby achieve a deeper understanding of the phenomenon under study. In such cases, neither quantitative estimates nor the degree of influence are determined.
Three types of evidence are used to evaluate causal relationships, which are quite intuitive:
· Evidence that the action variable precedes the response variable.
· Evidence that there is a relationship between the action and the observed result.
· Evidence that the influence of other possible causative factors has been eliminated or controlled.
The last condition is the most severe. It requires control over all external variables so that the experiment can be considered "pure". The greatest threat to the internal validity of the experiment is:
Background: events external to the experiment that affect the reactions of the participants in the experiment.
· Natural development: changes that occur with the respondents over time, such as growing up (aging), the appearance of hunger, fatigue.
· Test effect: awareness of the fact of participation in the experiment, which can exacerbate the sensitivity and bias of the respondents.
· Protest effect: Pre-experiment evaluation (observation, testing) can also increase respondents' sensitivity and bias, thereby influencing the respondent's response to the experimental intervention and subsequent evaluation.
· Instrumentation: The means of measurement may change, for example when many observers or interviewers participate in an experiment.
· Withdrawal: Respondents may choose not to participate in an experiment after it has begun.
· Subjectivity of selection: the experimental group may have systematic and significant differences from the general population.
The market analyst must plan the experiment in such a way as to eliminate these external factors or control their influence.
Definition of an experiment. An experiment is a scientific study in which the researcher controls and controls one or more action variables and observes the accompanying changes in one or more response variables. The action variables that are controlled and whose influence is measured are called experimental influences. Organizations, respondents or physical objects on which experimental influences are carried out and whose reaction is evaluated are called groups of subjects.
The experimental design includes the definition of: experimental interventions to be controlled by the researcher; groups of subjects who will participate in the experiment; the response variable whose value will be measured; procedures for managing external variables.
There are two types of experiments:
· Laboratory experiment, when the researcher creates a situation with the required conditions (imitation of a store, survey) and then controls some variables while controlling the others.
· A field experiment that is conducted under real or neutral conditions (such as a real store), while also controlling one or more action variables and carefully controlling the external conditions.
Types of plans for the experiment. In a typical experiment, two groups of respondents (or stores) are selected that have similar characteristics in relation to the purpose of the study.
Any experimental design is based on the same principle: it does not matter what external factors act in the experiment, as long as they equally affect the experimental and control group. The main conditions for validity are a random selection of groups of subjects and a random distribution of experimental effects between groups.
Today, when all supermarkets are equipped with scanning devices, it has become much easier to organize marketing experiments.
Methods for collecting preference data.
There are two methods for collecting preference data: the full profile method and the pairwise comparison method.
The full profile presentation method is more popular because it reduces the number of comparisons through the use of fractionated factorial designs. With this approach, each product concept is described separately, most often on a special profile card. The number of comparisons in this case is less, and the ratings themselves can be ranked or given in the form of a rating. Main advantages:
Determining the level of each property in the product concept gives a more realistic description of the latter;
provides a visual display of trade-offs between all properties;
· the situation itself is very close to the actual buying behavior.
The main drawback is the risk of respondents becoming overwhelmed by information overload when they are asked to rank or rank too many concepts. This problem can arise even in a fractionated factorial design. Get rid of it allows the method of paired comparisons.
Evaluation of partial utilities. With regard to estimation methods, there has been a noticeable breakthrough in recent years, and the reason for this is the use of the adaptive joint analysis method. The ranking method requires a modified version of the analysis of variance, created specifically for the original data.
The next problem is the interpretation of the results of the entire sample of respondents. Two approaches can be applied here. First, one can calculate the averages of all partial utilities for each property. This method is simple, but it inevitably leads to loss of information, since it assumes the homogeneity of preferences within the studied population. Secondly, you can use the cluster analysis method, i.e., group the respondents into segments within which the preferences are homogeneous. Currently, this method is used for segmentation by benefits.
Modeling of structural equations. Over the past decade, significant progress has been made in the development of data analysis methods. New techniques, called second-generation data analysis methods, or structural equation modeling (SEM), allow you to study several dependency relationships at the same time (in conventional multivariate analysis, only one relationship is allowed at a time). In practice, a market analyst often has to answer several related questions at once. For example, when evaluating the performance of a store, the following interrelated issues should be investigated:
· What factors determine the image of the store?
· How does this image, together with other variables (proximity, variety) affect purchasing decisions and store satisfaction?
How does store satisfaction correlate with long-term store loyalty?
How does store loyalty affect visit frequency and exclusivity?
· How does frequency and exclusivity determine store profitability?
Income and level of education are observable factors. They can be used as indicators of such an unobservable concept as social status. The hidden variables are store image, satisfaction, loyalty, and efficiency. Another unobservable variable is the efficiency of the firm as a whole. Its hidden indicators are the return on investment, the rate of increase in sales revenue or market share, the success rate of new products, etc.
Chapter 2. Marketing research of the real estate market. Targets and goals
In order to explore the real estate market, it is necessary to carry out the following activities: it is necessary to assess the volume and structure of the supply of this product, the volume and structure of demand for it and compare these values at a given price level. Then you need to calculate the dependence of demand and product supply on the price and choose such a level at which demand and supply will balance. It is possible to balance supply and demand by changing the latter in one direction or another.
The market research problem is an information problem. In order to assess the volume and structure of the proposal, it is necessary to obtain information about how many and what objects are available on the market, how many and what objects are being prepared for implementation, and what is already being specifically implemented. According to the data on the sale of real estate, one can judge only the realized part of the demand.
The objects of market research are trends and market development processes, including analysis of changes in economic, scientific and technical, demographic, environmental, legislative and other factors. The structure and geography of the market, its capacity, sales dynamics, market barriers, the state of competition, the current situation, opportunities and risks are also being studied. The main results of market research are forecasts of its development, assessment of market trends, identification key factors success. The most effective ways conducting a competitive policy in the market and the possibility of entering new markets. Market segmentation is carried out, i.e. selection of target markets and market niches.
In order to make informed decisions in any market, it is necessary to have reliable, comprehensive and timely information. The systematic collection, reflection and analysis of data on the problems associated with the functioning of the market constitute the content of marketing research. To be effective, these studies must first be systematic; secondly, rely on specially selected information; thirdly, to carry out certain procedures for collecting, summarizing, processing and analyzing data; fourthly, to use tools specially developed for the purposes of analysis. Thus, marketing activities are built on the basis of special market research and the collection of information necessary for their implementation.
The flows of this information are ordered by certain research procedures and methods. Let's dwell on each object of market research.
2.1 Market conditions
The general goal of market research is to determine the conditions under which the most complete satisfaction of the population's demand for goods of this type is ensured and the prerequisites are created for the effective marketing of manufactured products. In accordance with this, the primary task of studying the market is to analyze the current supply and demand ratio, i.e. market conditions. Market conditions are a set of conditions under which activities are currently taking place in the market. It is characterized by a certain ratio of supply and demand for goods of this type, as well as the level and ratio of prices.
Three levels of market research are considered: general economic, sectoral and commodity.
An integrated approach to the study of market conditions involves:
use of various, complementary sources of information;
· a combination of a retrospective analysis with a forecast of buyers characterizing the market situation;
· Application of a combination of different methods of analysis and forecasting.
Gathering information is the most important stage in studying market conditions. There is no single source of information about the conjuncture that would contain all the information about the processes under study. The study uses various types of information obtained from various sources. Distinguish information: general, commercial, special.
General information includes data characterizing the market situation as a whole, in conjunction with the development of an industry or a given production. The sources of its receipt are the data of state and industry statistics, official forms of accounting and reporting.
Commercial information is data extracted from the business documentation of the enterprise, on the marketing of manufactured products and received from partners in the course of information exchange. These include:
Applications and orders trade organizations;
· materials of market research services of enterprises, organizations and trade institutions (materials on the movement of goods in wholesale and retail organizations, market reviews, proposals for the current replacement of the assortment, etc.).
Special information represents data obtained as a result of special events on market research (surveys of the population, buyers, trade and industry specialists, experts, sales exhibitions, market meetings), as well as materials from research organizations.
Special information is of particular value because it contains information that cannot be obtained in any other way. Therefore, when studying market conditions, special attention should be paid to obtaining extensive special information.
When studying the market situation, the task is not only to determine the state of the market at one time or another, but also to predict the likely nature of its further development for at least one or two quarters, but no more than a year and a half, that is, forecasting.
A market forecast is a scientific prediction of the prospects for the development of demand, product supply and prices, carried out within the framework of a certain methodology, based on reliable information, with an assessment of its possible error.
The market forecast is based on taking into account the patterns and trends of its development, the main factors determining this development, observing strict objectivity and scientific conscientiousness when evaluating data and forecasting results.
AT general view the development of a market forecast has four stages: establishing the object of forecasting; choice of forecasting method; forecast development process; assessment of forecast accuracy;
Establishing the object of forecasting is the most important stage of scientific foresight. For example, in practice, the concepts of sale and demand, supply and product offer, market prices and selling prices are often identified.
Under certain conditions, such replacements are possible, but with appropriate reservations and subsequent adjustment of the results of forecast calculations.
The choice of forecasting method depends on the purpose of the forecast, the period of its lead, the level of detail, and the availability of initial (basic) information. If a forecast of the possible sale of a product is made to determine the prospects for the development of a retail trade network, then more rough, estimated methods of forecasting can be used. If it is performed to justify the purchase of specific goods for the next month, then more accurate methods should be used.
The process of developing a forecast consists in carrying out calculations, with the subsequent adjustment of their results at a qualitative, professional level.
The forecast accuracy is estimated by calculating its possible errors. Therefore, the forecast results are almost always presented in interval form. Market forecasts are classified according to several criteria.
In terms of lead time, the following are distinguished: short-term forecasts (from several days to 2 years); medium-term forecasts (from 2 to 7 years); long-term forecasts (more than 7 years). Naturally, they differ not only in the lead time, but also in the level of detail and forecasting methods used.
Market forecasts are distinguished on the basis of a commodity: a specific product, types of goods, product group, complex of goods, all goods.
On a regional basis, market forecasts are made for: specific consumers, administrative regions, major regions, countries of the world.
According to the essence of the methods used, there are groups of forecasts, the basis of which are: extrapolation of a series of dynamics; interpolation of a series of dynamics - finding the missing members of a dynamic series inside it; demand elasticity coefficients; structural modeling - is a statistical table containing a grouping of consumers according to the most significant feature, where for each group the structure of consumption of goods is shown. Expert review. This method is used in the markets for new products, when the underlying information has not had time to form, or in the markets for traditional products that have not been explored for a long time. It is based on a survey of experts - sufficiently competent specialists; economic and mathematical modeling.
The results of the analysis of predicted indicators of market conditions in combination with reporting and planned data make it possible to develop measures in advance aimed at developing positive processes, eliminating existing and preventing possible imbalances and can be provided in the form of various analytical documents.
· Summary review, or report. The main document with generalizing indicators of the market, consumer goods. The dynamics of general economic and industry indicators is analyzed, special conditions conjuncture. A retrospective is carried out and a forecast of market indicators is given, the most characteristic trends are highlighted, and interrelations between the market conditions of individual markets are identified.
· Thematic (problematic or commodity) review of the conjuncture. Documents reflecting the specifics of a particular situation or a particular market. The most pressing problems typical for a number of goods, or the problem of a particular product market, are identified.
· Operative (signal) market information. A document containing operational information, which is a kind of "signal" about individual processes market conditions. The main sources of operational information are data from trade correspondents, public opinion polls, expert opinions specialists.
2.2 Market size
The main task of the study is to determine the capacity of the market.
Market capacity is the total effective demand of buyers; possible annual sales volume at the prevailing average price level. Market capacity depends on the degree of development of this market, the elasticity of demand, changes in economic conditions, price levels, product quality and advertising costs. The market capacity is characterized by the size of the demand of the population and the size of the supply. At any given moment in time, the market has a quantitative and qualitative certainty, i.e. its volume is expressed in value and natural indicators of the sold, and consequently, bought goods.
Two levels of market capacity should be distinguished: potential and real. The real capacity of the market is the first level. The potential level is determined by personal and social needs and reflects the volume of goods sold adequate to them. In marketing, the term market potential is also used. The actual emerging market capacity may not correspond to its potential capacity. The calculation of the market capacity must be spatio-temporal certainty.
Market capacity is formed under the influence of many factors, each of which, in certain situations, can both stimulate the market and restrain its development, limiting its capacity. The whole set of factors can be divided into two groups: general and specific.
Common are the socio-economic factors that determine the market capacity of any product:
volume and structure of the proposal;
range and quality of objects;
the achieved standard of living and the needs of the population;
the purchasing power of the population;
the level of price ratio for goods;
· population;
· its social and sex and age structure;
Degree of saturation of the market;
the state of the sales, trade and service network;
the geographic location of the market.
Specific factors determine the development of markets for individual objects, and each market may have factors characteristic only of it. In this case, a specific factor in terms of the degree of influence may be decisive for the formation and development of supply and demand for a particular object. The set of factors that determine the development of supply and demand are in a complex dialectical relationship. A change in the action of some factors causes a change in the action of others. A feature of some factors is that they cause changes in both the overall capacity and the structure of the market, and others - that they, without changing the overall capacity of the market, cause its structural changes. In the process of market research, it is necessary to explain the mechanism of the system of factors and measure the cumulative results of their influence on the volume and structure of supply and demand.
Identification of cause-and-effect relationships in the market under study is carried out on the basis of systematization and analysis of data. Systematization of data consists in the construction of grouped and analytical tables, dynamic series of analyzed indicators, graphs, charts, etc. This is the preparatory stage of information analysis for its quantitative and qualitative assessment.
Processing and analysis is carried out using known methods, namely grouping, index and graphical methods, construction and analysis of time series. Causal relationships and dependencies are established as a result of the correlation-regression analysis of time series. Ultimately, a description of the cause-and-effect relationships caused by the interaction of various factors will make it possible to build a development model in the market and determine its capacity.
The market development model is a conditional reflection of reality and schematically expresses the internal structure and causal relationships of this market. It allows using a system of indicators to characterize the qualitative originality of the development of all the main elements of the market on present stage and at a given time interval in the future.
The formalized market development model represents a system of equations covering its main indicators. For each market, the system may have a different number of equations and indicators, but in any case, it must include supply and demand equations.
When compiling a market development model, it is necessary to:
· Firstly, the definition of market development prospects cannot be carried out in isolation from other socio-economic forecasts (demographic, regional, etc.), from similar projections.
· Secondly, taking into account the influence of a large number of factors on the development of the market, the development trends of which may change significantly in the future, determines the need to build several options for market development models and find the best option from several.
· The third essential point that makes up the problem of building a market development model is the determination of the degree of aggregation of product groups. It is necessary to clearly understand at what level the capacity forecast should be built.
All these points largely depend on the forecast period. There are several types of forecasting: short-term (3-6 months), short-term (1-2 years), medium-term (3-5 years), long-term (5-10 years), long-term (more than 10 years). The shorter the period, the easier it is to foresee and correctly assess the degree of influence on the development of the market of determining factors. As the period lengthens, the number of model variants increases.
The main sources of information about the future characteristics of the market are: human experience and intuition; extrapolation of trends, processes, the patterns of development of which in the past and present are sufficiently known; a model of the process under study, reflecting or desirable trends in its development.
Accordingly, there are three complementary ways to develop a forecast:
· Questioning - identifying the opinions of the population, experts in order to obtain estimates of a predictive nature. Questionnaire-based methods are used, as a rule, in cases where, for a number of reasons, the patterns of the development of the process cannot be reflected in the formal apparatus, when the necessary data are not available.
· Extrapolation - continuation into the future of the tendencies of the processes reflected in the form of time series and their indicators, based on the developed models of the regressive type. Extrapolation methods are usually used in cases where information about the past is available in sufficient quantity and stable trends have been identified. This variant is based on the hypothesis of the continuation of the previously established trends in the future. Such a forecast for forecasting is called genetic and involves the study of econometric models.
· Analytical modeling - building and using a model that reflects internal and external relationships in the course of market development. This group of methods is used when there is minimal information about the past, but there are some hypothetical ideas about the market that allow developing its model and, on this basis, assessing the future state of the market and reproducing alternative options for its development. This approach to forecasting is called target (normative).
The separation of methods is somewhat arbitrary. In practice, all of them can mutually intersect and complement each other, since in some cases none of them alone can provide the required degree of reliability and accuracy of the forecast, but they are very effective when used in certain combinations.
The result of the work to determine the market capacity should be a comprehensive analytical review of the state of the market and the factors that formulate it, as well as a multi-variant forecast of the market development, taking into account the trends in the changes of internal and external factors affecting it.
2.3.Market segmentation
Any market in terms of marketing consists of buyers who differ from each other in their tastes, desires and needs. The main thing is that they all acquire real estate, guided by completely different motives. Therefore, it is necessary to understand that with a variety of demand, and even in a competitive environment, each individual will react differently to the proposed objects. It is very difficult to satisfy the needs of all consumers without exception, because they have certain differences in needs.
In-depth market research suggests the need to consider it. In this regard, when planning a business, it is necessary to consider the market as a differentiated structure depending on consumer groups and consumer properties of objects, which in a broad sense defines the concept of market segmentation.
Market segmentation is, on the one hand, a method for finding parts of the market and determining the objects to which the marketing activities of enterprises are directed. On the other hand, it is a managerial approach to the decision-making process of an enterprise in the market, the basis for choosing the right combination of marketing elements. Segmentation is carried out in order to meet the needs of consumers as much as possible, as well as to rationalize the costs of the developer for the development of a program for the construction and sale of a real estate object.
The objects of segmentation are consumers. Highlighted in a special way, having certain common features, they constitute a segment of the market. Segmentation refers to the division of the market into segments that differ in their parameters or response to certain types of activities in the market (advertising, marketing methods). The questionnaire form for surveying consumers of real estate objects is given in Appendix 2.
Despite the possibility of segmenting the market into various objects, the main focus in marketing is on finding homogeneous groups of consumers who have similar preferences and respond in the same way to marketing offers. Success in the competitive struggle ultimately depends on how correctly it is carried out.
Segmentation is not a purely mechanical process. To be effective, it must be carried out taking into account certain criteria and signs.
A criterion is a way of evaluating the rationale for choosing a particular market segment for a particular enterprise, a sign is a way of highlighting a segment in the market.
The most common criteria:
· Quantitative parameters of the segment. This is how many objects and at what total cost can be sold, how many potential consumers are there, on what area they live, etc.
· Availability of the segment for the enterprise-developer, that is, the ability of the enterprise to obtain channels for the distribution and sale of objects to consumers in this market segment.
· The materiality of the segment, that is, the determination of how realistic this or that group of consumers can be considered as a market segment, how stable it is according to the main unifying features.
· Profitability. Based on this criterion, it is determined how profitable the work will be for the enterprise. Calculations are used for evaluation: the rate of return, return on invested capital, the magnitude of the increase in the total mass of the enterprise's profit.
· Compatibility of the segment with the market of the main competitors. It is necessary to get an answer to the question to what extent the main competitors are ready to give up the chosen market segment, to what extent the promotion of this object of the enterprise affects their interests.
· Efficiency of work on the chosen segment of the market. Management must decide whether it has sufficient resources to operate in the selected segment, determine what is lacking to effective work.
· Protection of the selected segment from competition. In accordance with this criterion, the company's management must evaluate its ability to compete with potential competitors in the selected market segment.
Only after receiving answers to the above questions, and assessing the potential of the enterprise, it is possible to make a decision on market segmentation and the choice of this segment for a particular enterprise.
Among the disadvantages of segmentation, one should mention the high costs associated, for example, with additional market research, with the preparation of options for marketing programs, providing appropriate packaging, using various ways distribution. Segmentation can have advantages and disadvantages, but it is impossible to do without it, because in modern economy each product can be successfully sold only to certain segments of the market, but not to the entire market.
The principles underlying market segmentation must satisfy the following requirements: be amenable to research in normal conditions market research; reflect consumer differentiation; identify differences in market structures; contribute to the growth of market understanding.
After dividing the market into separate segments, it is necessary to assess the degree of attractiveness and decide how many segments the company should focus on, in other words, select target market segments and develop a marketing strategy.
Target segment - one or more segments selected for the marketing activities of the enterprise. At the same time, the enterprise should, taking into account the chosen goals, determine strengths competition, size of markets, relationship with distribution channels, profits and your company image.
The issue of choosing the target segment can be solved in one of the following ways. Firstly, it is possible to predict segment differences and release one type of object to the entire market, providing it with marketing means of attractiveness in the eyes of all consumer groups. In this case, a mass marketing strategy is applied.
The third way to select a target market segment is to cover several segments and release a product or variety for each of them. Here, a differentiated marketing strategy is applied with a different marketing plan for each segment. Covering several market segments requires significant resources and capabilities of the enterprise.
Market segments in which the company has secured a dominant and stable position are commonly called a market niche. The creation and strengthening of a market niche, including by finding market windows, is ensured only through the use of market segmentation methods. After determining the target market segment, the enterprise must study the properties and image of competitors' objects and evaluate the position of their objects in the market.
2.4 State of competition and market barriers
In a market economy, firms operate in a competitive environment. As marketers note, when studying consumers, one should not forget about competitors.
The main task of competitor research is to obtain the necessary data to ensure competitive advantage on the market, as well as find opportunities for cooperation and cooperation with potential competitors. To this end, analyzing the strengths and weaknesses of competitors, it is first necessary to answer the following questions:
Who are the main competitors of your company in terms of assortment, product groups; geographical distribution; market segments; pricing policy; distribution and distribution channels?
· What is the market share of your company and its main competitors?
What is the competitor's strategy?
· What methods are used by competitors in the struggle for the market?
What is financial condition competitors?
· Organizational structure and management of competitors?
• What is the effectiveness of competitors' marketing programs (product, price, sales and promotion, communications)?
• What is the likely reaction of competitors to your firm's marketing program?
At what stage life cycle Are your product and competitor's product located?
Market entry and exit barriers are the most important characteristics of the market structure. Market entry barriers are factors of an objective or subjective nature, due to which it is difficult and sometimes impossible for new firms to start a business in a chosen industry. Thanks to such barriers, firms already operating in the market can not be afraid of competition. The presence of a barrier to exit from the industry leads to the same results. If exiting an industry in the event of a market failure involves significant costs (for example, production requires highly specialized equipment that would not be easy to sell in the event of a bankruptcy of the firm) - therefore, the risk of operating in the industry is high - the probability of entering the market by a new seller is relatively low.
It is the presence of barriers to entry, combined with the high level of concentration of producers in the industry, that enables firms to raise prices higher. marginal cost and earn positive economic profits not only in the short run, but also in the long run, which determines the bargaining power of these firms. Where barriers to entry do not exist or are weak, firms, even when market concentration is high, must take into account competition from actual or potential rivals.
Barriers can be generated by the objective characteristics of the industry market related to production technology, the nature of consumer preferences, demand dynamics, foreign competition, etc. Such barriers are classified as non-strategic factors of the market structure. Another type of barriers are barriers caused by the strategic behavior of firms operating in the market (strategic pricing that limits the entry of potential competitors into the industry, strategic policy in the field of research and innovation spending, patents, vertical integration and product differentiation, etc.).
The first step in studying the competitive environment is to assess the characteristics of the market in which the company operates or intends to operate. Next, you should study who is a real or potential competitor. A competitor is an important element of the marketing system infrastructure that influences the company's marketing strategy in relation to goods, suppliers, intermediaries, and buyers. The study of the positions of competitors covers a wide range of issues and requires the involvement of a significant amount of information. It can be obtained from various sources: general economic, industry, advertising brochures, booklets, catalogs. Often, important information about competitors is available to marketers and intermediaries. Comprehensive and constant study of competitors brings noticeable results.
It is advisable to analyze the characteristics of the main competitors in the following sections: market, product, prices, promotion of the product on the market, organization of sales and distribution. Studying the competitive environment requires systematic observation of the main competitors, not losing sight of potential competitors. It is advisable to accumulate the information obtained in special data banks. Analysis of information, its interpretation allows specialists to derive reasonable estimates for each competitive factor and characterize general position firms in the market relative to their main competitors.
2.5 Market opportunities and risks
Another market parameter used in the study of the real estate market is the assessment of market opportunities and risks.
Any construction company must be able to identify emerging market opportunities. The search for market opportunities is made after assessing the potential of the enterprise and takes into account the real possibilities of the latter.
Unmet market needs are the basis of market opportunities for an enterprise. In a situation where the buyer is completely satisfied with the supplier's services, the offer of similar goods to him on similar terms by another enterprise will not be successful. At the same time, in this situation, the buyer may have latent unsatisfied needs for a better product, more favorable conditions, more extensive service. Identification of such needs is carried out through the construction of hypotheses: previous experience of the manager or consultant; proposals of the personnel of the enterprise; experience of partners and contractors of the enterprise (suppliers, regular customers, resellers); competitor innovations.
The task at this stage of strategy development is to build as many hypotheses as possible. The main method of obtaining materials at the enterprise and from its partners is a free interview, in which the interlocutors are encouraged to express any, even the most "crazy" ideas. Competitor innovations are tracked through their advertising and marketing data, sales agents and sellers of the enterprise. Individual buyers can be interviewed by questionnaire.
A significant part of the proposed hypotheses is rejected immediately due to a critical inconsistency with the potential of the enterprise. The rest are checked in one way or another, depending on their specifics.
The result of testing hypotheses can be the determination for several of the most promising target groups of consumers of the volume of expected demand in groups, requirements for objects, possible prices, ways of distributing products, methods of sales promotion.
An attractive opportunity identified through hypothesis building should be examined in terms of the size and nature of the market. This process consists of 4 stages: measurements and forecasting of demand; market segmentation; selection of target segments; product positioning in the market.
Having decided on the positioning of its product, the firm is ready to begin planning the details of the marketing mix.
The marketing mix is a set of controllable marketing variables that a firm uses in combination to elicit a desired response from its target market. The marketing mix is everything a firm can do to influence the demand for its product. Numerous possibilities can be divided into 4 main groups (Figure 5):
Figure 5. Components of the marketing mix
A product is a piece of real estate that a firm offers to a target market. Price is the amount of money that consumers must pay to purchase an item. Distribution methods are all kinds of activities that make a product available to consumers. Incentive methods - the activity of disseminating information about the merits of your object and persuading target buyers to buy it.
All decisions regarding the components of the marketing mix largely depend on the specific positioning of the product adopted by the firm.
The work of analyzing marketing opportunities, selecting target markets, developing the marketing mix and implementing it all require supportive marketing management systems. In particular, the firm must have systems for marketing information, marketing planning, marketing organization, and marketing control.
The market is, first of all, economic freedom. There is a price to pay for economic freedom. At the same time, it is natural that those with whom one has to enter into economic relations strive, first of all, for their own benefit, and the benefit of some may become a detriment to others. Whether we like it or not, mastering entrepreneurship comes with uncertainty and increased risk.
It is necessary not to avoid the inevitable risk, but to be able to feel the risk, assess its degree and not go beyond acceptable limits.
In relative terms, risk is defined as the amount of possible losses related to a certain base, in the form of which it is most convenient to take either the property status of the enterprise, or the total cost of resources for this type of entrepreneurial activity, or the expected income from entrepreneurship. It is impossible to completely avoid risk, but knowing what causes losses, the enterprise is able to reduce their threat by reducing the effects of an unfavorable factor.
CONCLUSION
Thus, conducting marketing research in the real estate market is a complex multi-stage process that requires deep knowledge of the object of study, the accuracy and timeliness of the results of which largely determine the successful functioning of the entire enterprise.
An experience modern enterprises unambiguously indicates the need for such costs, which, if successfully implemented, always pay off with an increase in profits legal entity due to the best organization its production and marketing activities, created on a comprehensive market analysis and aimed at solving problems for the successful sale of products.
Recipe for a good decision: 90% information and 10% inspiration. This is especially true for marketing management. After all, marketing is the main point of contact of the company with its environment.
Through marketing solutions, the firm adapts its products and services to the needs and desires of society. The effectiveness of this process depends largely on the availability and engagement of ongoing information feedback from the market to the firm, which allows the latter to judge the existing situation and evaluate the possibilities of new (modified) actions.
In the course of studying the methods of the real estate market, the author obtained the following main results:
· the structure of marketing information system is considered;
· probing researches, descriptive researches, casual researches are characterized;
· Considered market conditions;
· the characteristic of market capacity is given;
Considered market segmentation;
· the state of competition and market barriers are characterized;
· the characteristics of market opportunities and risks are given.
It should be concluded that real estate market research is absolutely necessary at any time and in any economic situation. The main reality of modern reality is an acute lack of correct and verified information that is important for making a managerial decision - the more important is the ability to conduct marketing research, knowledge of their technology and organization.
Bibliography
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Attachment 1
Comparison of research methods
Table 1
| Type of | Advantages | Flaws |
| Personal interview | 1. The interviewer can obtain additional information based on their own observations. 2. Increased control over the sequence of questions. 3. Allows you to collect more detailed information. 4. The percentage of answers to questions is usually higher, since the interviewer can explain what exactly is required. 5. Visual materials (tables, diagrams, samples, prototypes) can be used to demonstrate the concept. 6. Allows you to study in depth the properties of the product and determine ways to solve the problem. 7. Flexible way the interviewer can adjust the questions according to the interests of the respondent. 8. Personal contact often stimulates the participation and interest of respondents. |
1. May be more expensive than other methods, especially if a wide geographic coverage is required. 2. The subjectivity of the interviewer can seriously affect the accuracy of the answers and the correctness of their recording. 3. Requires close monitoring of the data collection process. 4. Familiarizing respondents with the survey and collecting data takes a lot of time. 5. Respondents may go astray if the interviewer speaks and writes down answers at the same time. 6. Different interviewers use different approaches, making it difficult to standardize the interview process. |
Telephone |
1. Fast (faster than interviewing in person or by mail). 2. Inexpensive method (for example, a similar number of personal interviews costs much more). 3. If the respondent is busy at the time of the first contact, you can call back later. 4. The systematic error in the answers is small, since questions with a limited number of answers are usually used. 5. Wide geographic coverage is possible. |
1. You can poll only respondents whose phone numbers are in the directory. 2. Usually allows you to collect only a small amount of information. 3. Usually allows you to collect limited classification features. 4. Difficulty gathering information and motivation and attitudes. 5. The method is not suitable for technically complex goods and capital goods. 6. Can be expensive if long distance calls are needed. |
1. Wide distribution is possible at a relatively low cost of a completed questionnaire. 2. Avoiding the subjectivity of the interviewer can contribute to more objective responses. 3. Allows coverage of remote regions (for example, drillers on duty in Saudi Arabia). 4. The respondent, unless asked to provide his name, answers the questions anonymously, and therefore may provide confidential information that is not available using other methods. 5. The respondent can answer questions more readily, as this is done in his spare time. |
1. Accurate and up-to-date mailing lists are not always available, which is necessary for the successful distribution of questionnaires. 2. 80-90% of respondents do not return questionnaires. Those who do answer questions tend to have stronger feelings about the subject matter than those who don't. 3. The volume of the questionnaire is limited. 4. It is impossible to control whether the questions are correctly understood and whether the answers are recorded correctly. 5. It is difficult to ask questions one at a time, since the respondent can read the entire questionnaire at once. 6. Requires a lot of time. 7. Not suitable for certain technically complex products. |
Appendix 2
Dear residents of Abakan and the Republic of Khakassia!
The survey is conducted in order to find out the needs of residents of the city and the republic in improving their living conditions. Your answers will help you identify preferences when choosing properties and develop measures to expand the possibilities of acquiring them.
1. Would you like to improve your living conditions?
2. What housing do you have:
4-room apartment cottage
3. What do you dislike about your home?
area of residence
house type
area
layout
inconvenience
4. What kind of housing would you like to buy?
1-room apartment unfurnished apartment
2-room apartment luxury housing
3-room apartment a private house
4-room apartment cottage
5. If you want to buy an apartment, then:
in the primary market
in the secondary market
6. What type of house would you prefer when choosing an apartment?
brick
panel
7. What layout would you like to buy an apartment?
simple
improved
individual
eight . Indicate the cost of housing that you would like to purchase (thousand rubles)?
450-550 1200-1500
550-700 1500-2000
700-1000 2000-3000
1000-1200 from 3000 and more
9. Indicate the amount of the initial payment for housing that is acceptable to you (as a percentage of the cost of the apartment)
10. How do you feel about the possibility of renting out housing to pay for a new one?
I will definitely use
I will try to pay for housing at the expense of other means
11. What is the desired term of the loan you need to purchase a home?
3 years 10 years
5 years 15 years
7 years old 15 and up
12. What is the maximum interest for using the loan you are willing to pay?
13. How much monthly are you ready to pay to pay off the loan (rubles)?
10000 over 20000
Please provide some information about yourself:
14. What is your gender? wife's husband
15. Your age:
16. What is the average monthly income per member of your family?
5000 - 10000 rub.
10000 - 15000 rubles.
from 15000 rub. and more
Thank you for your answers!
1. Anurin V., Marketing. - St. Petersburg:, Peter, 2004. - 186 p.
Yadov V.A. Sociological research. Methodology, program, methods. S.: Delo, - 2005. - 80 p.
O.N.Balakireva, How to conduct research, Library of the journal “Marketing and Advertising”, Student Center, St. Petersburg, -2001, -p.151
Marketing. How to win in the market? / Nozdreva R.B., Tsygichko L.I. - M.: - 2004, - 200 p.
The term “marketing” (in English “marketing”) consists of the word “market” meaning “market” and the active ending “ing”, which allows us to literally translate marketing as “market activity” or “activity in market conditions”. Marketing research is one of the fundamental functions of marketing. Marketing research is the systematic and objective identification, collection, analysis, dissemination and use of information to improve the effectiveness of identification and decision making. marketing problems(opportunities) .
Marketing research is concerned with making decisions on all aspects of marketing activities. Research is aimed at studying the internal and external environment of the organization. The basis for the classification of marketing research of the external environment is their division according to the objects of research into target and market ones. Target marketing research (research of consumers, goods, competitors, etc.) is carried out to solve any specific tasks of the organization, for example, to highlight the target market segment. Market research is carried out in order to study the main parameters of the market, which, in turn, is characterized through a system of quantitative and qualitative indicators (Table 1).
Table 1 - Main areas of market research
End of table 1
|
Studying the offer |
study of the volume, structure and dynamics of the proposal; study of the production and raw material potential of the proposal; study of supply elasticity |
|
Price study |
study of the price level prevailing in the market; study of price dynamics for a certain period of time; study of the main price trends |
|
Market research |
study of the situation that has developed in the market under the influence of the following conjuncture-forming factors: supply of goods, demand for goods, market balance, market scale, etc. |
Studying the processes taking place in the market |
study of market characteristics, trends business activity, market capacity and company share on it, market research, etc. |
Increased relevance in the context of recovery after the global economic crisis is acquiring issues related to the study of the real estate market, as one of the most affected as a result of the current conditions. At the same time, it is necessary to start with the definition of real estate, as such, and consider the features of the market under study.
Consider the modern understanding of real estate in Russia, and the features of its interpretation. The fundamental basis for the definition of real estate is Civil Code RF, which refers to immovable things (real estate, real estate) the following objects (table 2):
Table 2 - Composition of real estate objects in accordance with the Civil Code of the Russian Federation
|
Separate objects |
Complex objects |
|
Land |
The enterprise as a whole, as a property complex, including: land plots, buildings and structures, inventory and equipment, raw materials and products, |
|
Subsoil plots and subsoil funds |
|
|
Everything that is firmly connected with the land, including: buildings and structures, objects of construction in progress |
|
|
Equivalent to real estate, subject to state registration: air and sea vessels, |
Claims and debts, rights to designations that individualize the enterprise, its products, works and services, |
End of table 2
Compiled according to
In this paper, we consider real estate not from the point of view of legislation, but according to the definition adopted in the professional literature on economics and marketing - these are land plots and everything that is firmly connected with them, the movement of which is not possible without destruction or loss of their functions. Based on this definition, real estate, based on its origin, is broadly divided into: artificial objects (buildings), which include residential, commercial and non-commercial real estate; natural (natural), which refers to the earth.
Consider this division of real estate (table 3).
Table 3 - Classification of real estate objects
|
Real estate |
Real estate objects |
|
Residential Properties |
apartment buildings; Apartments and rooms; Individual houses and cottages; Country houses, cottages, etc. |
|
commercial real estate |
Commercial premises; Office rooms; Restaurants, hotels, etc.; Industrial premises; Warehouses, etc. |
|
public real estate |
Schools, institutes, etc.; Theatres, houses of culture; Hospitals and clinics; Administrative, sports tasks, etc. |
|
Land; Plots and subsoil funds |
Compiled according to
In practice, there is a distinction between the concept of real estate as a physical (material) object and as a complex of economic, legal and social relations that provide a special procedure for disposing of it and a special stability of rights. Accordingly, it is customary to distinguish four concepts of real estate (Figure 1).
Figure 1. Four real estate concepts
Real estate belongs to the category of goods. It can act both as a consumer product (apartments, premises, buildings, structures for non-industrial purposes), and as a product for industrial purposes (premises, buildings, structures for industrial purposes). At the same time, real estate objects have unique characteristics that distinguish them from other goods (table 4).
Table 4 - general characteristics real estate objects
End of table 4
|
fixed location |
It determines the uniqueness of each property, largely determines it economic characteristics and market positioning |
|
Uniqueness (uniqueness) |
Each real estate object has certain characteristics peculiar only to it, which distinguish it from others. |
|
Two-component |
Any real estate object consists of two components - land and buildings (structures), for different types real estate and various economic conditions, the ratio of these components, both in value and in physical terms, can be different |
|
Unconsumable |
The natural form is not consumed, it is preserved throughout the lifespan |
|
Durability |
The earth theoretically has an infinite lifespan and does not wear out. Buildings and structures have a limited lifespan compared to land. However, compared to the vast majority of other goods, buildings and structures are relatively durable. |
|
fundamentality |
Real estate is a commodity that cannot be lost, stolen or broken under normal conditions. |
Compiled according to
The circulation of real estate, like any other commodity, is carried out on the market and is closely connected with the attraction of financial capital and labor. At the same time, the real estate market is a market of limited resources, sellers and buyers. Consider the understanding of the real estate market by various authors (Table 5).
Table 5 - The concept of the real estate market
End of table 5
|
N. Ya. Kolyuzhnova, A. Ya. Yakobson |
This is a system of actions and mechanisms for making transactions, or, in other words, a subsystem of the general economic market associated with the circulation of rights to real estate. |
|
K. I. Safonova, I. A. Andreeva |
This is a set of relations associated with the creation of new real estate objects, with the operation of existing ones, as well as relations arising in the course of various operations carried out with real estate. |
|
A. V. Sevostyanov |
This is a sector of the national market economy, which is a combination of real estate objects, economic entities operating in the market, market functioning processes, that is, the processes of creating, using and exchanging real estate objects and managing the market, and mechanisms that ensure the functioning of the market (market infrastructure). |
Compiled according to
In our opinion, it most fully reflects the essence of this market and, at the same time, the definition of the real estate market given by A.V. Goremykin is presented in an accessible form.
The real estate market has a branched structure, and based on various signs, is subdivided into a number of narrower markets (Table 6).
Table 6 - Classification of real estate markets
|
Classification sign |
Market types |
|
Object type |
Land, buildings, structures, enterprises, premises, property rights, other objects. |
|
Geographical (territorial) |
Local, city, regional, national, world. |
|
Functional purpose |
Industrial premises, housing, non-industrial buildings and premises. |
|
Degree of readiness for operation |
Existing facilities, construction in progress, new construction. |
|
Participant Type |
Individual sellers and buyers, resellers, municipalities, commercial organizations. |
End of table 6
Compiled according to
The following operations are carried out on the real estate market using market mechanisms: with a change of ownership - purchase and sale of real estate; inheritance; donation; exchange; ensuring the fulfillment of obligations (realization of mortgaged or seized real estate objects); with a partial or complete change in the composition of owners - privatization; nationalization; change in the composition of owners, including with the division of property; bankruptcy (liquidation) of economic entities with the sale of the property of the owners; without change of ownership - investing in real estate; real estate development (expansion, reconstruction, new construction); pledge; rent; transfer to economic management or operational management, to gratuitous use, to trust management, etc.
The real estate market has a great influence on all aspects of society through a number of functions (Figure 2).
Three more additional functions have been added to the main functions inherent in all markets - regulatory, stimulating, pricing, intermediary, informational and sanitizing in the real estate market - investment, commercial and social. The commercial function is to form the consumer value of real estate and receive a return on invested capital. The investment function allows you to save and increase your capital by investing in real estate. social function, consists in stimulating the intensity of the work of citizens striving to become owners real estate.
 |
Figure 2. Main functions of the real estate market
The functioning of the real estate market is carried out through the actions of its subjects, which include: sellers, buyers, professional participants (institutional and non-institutional) (Figure 3).
|
1. Sellers (landlords): property owners (legal and individuals); builders (developers); bodies authorized by local authorities, etc. |
2. Buyers (tenants): legal entities and individuals; investors and equity holders; bodies government controlled etc. |
Subjects (participants) real estate market |
|
Professional Members |
|
|
3.Institutional participants (representing the interests of the state): courts and notaries' offices; bodies for registration of rights to real estate and transactions with them; federal and territorial bodies regulating urban development, land management and land use; bodies of technical, fire and other inspections involved in the supervision of the construction and operation of buildings and structures, etc. |
4. Non-institutional participants (working for commercial basis): building contractors; real estate agencies; evaluation agencies; law firms; banks; mortgage agencies; Insurance companies; media, etc. |
Figure 3. Subjects (participants) of the real estate market
Due to its specificity, the real estate market has a number of features that distinguish it from other markets presented in Table 7.
Table 7 - Features of the real estate market
|
Characteristic |
|
| Localization |
Absolute immobility; - large dependence of price on location |
| Type of competition |
Imperfect, oligopoly; - a small number of buyers and sellers; - control over prices is limited; - entry into the market requires significant capital |
| Elasticity of offers |
Low, with an increase in demand and prices, supply increases little |
| The nature of demand |
Demand is individualized and not interchangeable |
| Degree of openness |
Transactions are private; - public information is often incomplete and inaccurate, which makes it difficult to assess the market situation |
| Product competitiveness |
largely determined by the environment external environment, the influence of the neighborhood; - specificity of individual preferences of buyers |
| Zoning conditions |
Regulated by civil and land legislation, taking into account water, forestry, environmental and other special rights; - greater interdependence of private and other forms of ownership |
| Registration of transactions |
legal complexities, limitations and conditions |
| Price |
includes the value of the object and associated rights |
Compiled according to
Thus, it was determined that the real estate market occupies a special place in the economy of any country. Acting as a complex integrated category, it combines the various interests and forms of activity of its subjects; various spheres of influence - from economic to social; a number of functions that have an impact on the economy of the country as a whole. At the same time, the increased relevance of marketing research of this market is typical for regional real estate markets, a feature of which is the obligatory orientation not only to local conditions, but also to the general situation in the country.
Literature
1. Goremykin, V. A. Real Estate Economics: Textbook / V. A, Goremykin. - 5th ed., revised. and additional - M.: Higher education, 2008.- 808 p.
2. Malhotra, N.K. Marketing research. Practical guide / N.K. Malhotra. - 3rd ed. - M .: "Williams", 2002. - 960 p.
3. Marketing: general course: Textbook / ed. N. Ya. Kolyuzhnova, A. Ya. Yakobson - M .: Omega-L Publishing House, 2006. - 476 p.
4. Reisberg, B. A. Modern economic dictionary/ B. A. Raizberg, L. Sh. Lozovsky, E. B. Starodubtseva. - 6th ed., revised. and additional - M.: INFRA - M, 2008. - 512 p.
5. Safonova, K. I., Andreeva, I. A. Real estate economics: Study guide / K. I. Safonova, I. A. Andreeva. - Vladivostok.: TGEU, 2007. - 128 p.
6. Sevostyanov, A.V. Real estate economics / A.V. Sevostyanov - M.: KolosS, 2007. - 276 p.: ill.
7. Sharoshchenko, I. V. Economics of real estate: Educational material/ I. V. Sharoshchenko - Vladivostok: DVGAEU, 2003. - 80 p.
8. Asaul, A. N. Real estate economics: Textbook for universities [Electronic resource]: [Administrative and management portal AUP.ru] / A. N. Asaul. – Electron. Dan. - St. Petersburg: Peter, 2007. - Access mode: URL: http://www.aup. en/books/m76/2_1.htm
9. Civil Code Russian Federation[Electronic resource]: [Official site of the company "Consultant-Plus"] - Electron. Dan. - 2009. - Access mode: URL: http://www.consultant.ru/popular/gkrf1/
10. Grinenko, SV Economics of real estate: Lecture notes. [Electronic resource]: [Administrative and management portal AUP.ru] / S. V. Grinenko. – Electron. Dan. - Taganrog: TRTU, 2004. - Access mode: URL: http://www.aup.ru/books/m94/
Marketing research is one of the fundamental functions of marketing. Marketing research is a systematic and objective identification, collection, analysis, dissemination and use of information to improve the efficiency of identifying and solving marketing problems (opportunities).
Marketing research is concerned with making decisions on all aspects of marketing activities. Research is aimed at studying the internal and external environment of the organization. The basis for the classification of marketing research of the external environment is their division according to the objects of research into target and market ones. Target marketing research (research of consumers, goods, competitors, etc.) is carried out to solve any specific tasks of the organization, for example, to highlight the target market segment. Market research is carried out in order to study the main parameters of the market, which, in turn, is characterized through a system of quantitative and qualitative indicators (Table 1).
Table 1 - Main areas of market research
|
Type of marketing research |
Main directions |
|
Demand study |
Studying the volume, structure and dynamics of demand; research of consumer requirements and preferences; study of elasticity of demand |
|
Studying the offer |
Study of the volume, structure and dynamics of supply; study of the production and raw material potential of the proposal; study of supply elasticity |
|
Price study |
Study of the price level prevailing in the market; study of price dynamics for a certain period of time; study of the main price trends |
|
Market research |
The study of the situation that has developed in the market under the influence of the following conjuncture-forming factors: supply of goods, demand for goods, market balance, market scale, etc. |
|
Studying the processes taking place in the market |
Study of market characteristics, business activity trends, market capacity and company share in it, study of market conditions, etc. |
Increased relevance in the context of recovery after the global economic crisis is acquiring issues related to the study of the real estate market, as one of the most affected as a result of the current conditions. At the same time, it is necessary to start with the definition of real estate, as such, and consider the features of the market under study.
Consider the modern understanding of real estate in Russia, and the features of its interpretation. The Civil Code of the Russian Federation acts as the fundamental basis for the definition of real estate, which refers to immovable things (real estate, real estate) the following objects: land plots, subsoil plots and everything that is firmly connected with the land, that is, objects that cannot be moved without disproportionate damage to their purpose , including buildings, structures, construction in progress. Immovable things also include aircraft and sea vessels subject to state registration, inland navigation vessels, and space objects. Other property may also be classified as immovable by law.
In this paper, we consider real estate not from the point of view of legislation, but according to the definition adopted in the professional literature on economics and marketing - these are land plots and everything that is firmly connected with them, the movement of which is not possible without destruction or loss of their functions. Based on this definition, real estate, based on its origin, is broadly divided into: artificial objects (buildings), which include residential, commercial and non-commercial real estate; natural (natural), which refers to the earth.
Consider this division of real estate (table 3).
Table 3 - Classification of real estate objects
In practice, there is a distinction between the concept of real estate as a physical (material) object and as a complex of economic, legal and social relations that provide a special procedure for disposing of it and a special stability of rights. Accordingly, it is customary to distinguish four concepts of real estate (Figure 1).
Figure 1. Four real estate concepts.
Real estate belongs to the category of goods. It can act both as a consumer product (apartments, premises, buildings, structures for non-industrial purposes), and as a product for industrial purposes (premises, buildings, structures for industrial purposes). At the same time, real estate objects have unique characteristics that distinguish them from other goods (table 4).
Table 4. - General characteristics of real estate objects.
|
Characteristic |
Description |
|
Utility |
Satisfies the needs of the buyer in residential or industrial space, in the comfort and environmental friendliness of the premises, in prestige, etc. The usefulness of the object is determined by such characteristics as the size of the premises, layout, landscaping of the surrounding area, location, etc. |
|
fixed location |
It determines the uniqueness of each property, largely determines its economic characteristics and market positioning |
|
Uniqueness (uniqueness) |
Each real estate object has certain characteristics peculiar only to it, which distinguish it from others. |
|
Two-component |
Any real estate object consists of two components - land and buildings (structures), for different types of real estate and different economic conditions, the ratio of these components, both in value and in physical terms, may be different |
|
Unconsumable |
The natural form is not consumed, it is preserved throughout the lifespan |
|
Durability |
The earth theoretically has an infinite lifespan and does not wear out. Buildings and structures have a limited lifespan compared to land. However, compared to the vast majority of other goods, buildings and structures are relatively durable. |
|
fundamentality |
Real estate is a commodity that cannot be lost, stolen, or broken under normal conditions. |
The circulation of real estate, like any other commodity, is carried out on the market and is closely connected with the attraction of financial capital and labor. At the same time, the real estate market is a market of limited resources, sellers and buyers. Consider the understanding of the real estate market by various authors (Table 5).
Table 5. - The concept of the real estate market.
|
Definition of the real estate market |
|
|
V. A. Goremykin |
This is a set of organizational and economic relations, a means of redistributing land plots, buildings, structures and other property between owners and users by economic methods based on competitive supply and demand. |
|
S. V. Grinenko |
This is a mechanism by which interests and rights are combined, real estate prices are set. |
|
N. Ya. Kolyuzhnova, A. Ya. Yakobson |
This is a system of actions and mechanisms for making transactions, or, in other words, a subsystem of the general economic market associated with the circulation of rights to real estate. |
|
K. I. Safonova, I. A. Andreeva |
This is a set of relations associated with the creation of new real estate objects, with the operation of existing ones, as well as relations arising in the course of various operations carried out with real estate. |
|
A. V. Sevostyanov |
This is a sector of the national market economy, which is a combination of real estate objects, economic entities operating in the market, market functioning processes, that is, the processes of creating, using and exchanging real estate objects and managing the market, and mechanisms that ensure the functioning of the market (market infrastructure). |
It most fully reflects the essence of this market and, at the same time, the definition of the real estate market given by A. V. Goremykin is presented in an accessible form.
The real estate market has a branched structure, and, based on various features, is divided into a number of narrower markets (Table 6).
Table 6. - Classification of real estate markets.
|
Classification sign |
Market types |
|
Object type |
Land plots, buildings, structures, enterprises, premises, property rights, other objects. |
|
Geographical (territorial) |
Local, city, regional, national, world. |
|
Functional purpose |
Industrial premises, housing, non-industrial buildings and premises. |
|
Degree of readiness for operation |
Existing facilities, construction in progress, new construction. |
|
Participant Type |
Individual sellers and buyers, resellers, municipalities, commercial organizations. |
|
Type of transactions |
Purchase and sale, lease, mortgage, rights in rem. |
|
Industry belonging |
Industrial facilities, agricultural facilities, public buildings and others. |
|
Type of ownership |
State and municipal facilities, private. |
|
Transaction method |
Primary and secondary, organized and unorganized, exchange and over-the-counter, traditional and interactive |
The following operations are carried out in the real estate market using market mechanisms:
- - with a change of ownership - purchase and sale of real estate; inheritance; donation; exchange; ensuring the fulfillment of obligations (realization of mortgaged or seized real estate objects);
- - with a partial or complete change in the composition of owners - privatization; nationalization; change in the composition of owners, including with the division of property; bankruptcy (liquidation) of economic entities with the sale of the property of the owners;
- - without change of ownership - investing in real estate; real estate development (expansion, reconstruction, new construction); pledge; rent; transfer to economic management or operational management, to gratuitous use, to trust management, etc.
The real estate market has a great influence on all aspects of society through a number of functions (Figure 2).
Figure 2.- Main functions of the real estate market.
Three more additional functions have been added to the main functions inherent in all markets - regulatory, stimulating, pricing, intermediary, informational and sanitizing in the real estate market - investment, commercial and social. The commercial function is to form the consumer value of real estate and receive a return on invested capital. The investment function allows you to save and increase your capital by investing in real estate. The social function is to stimulate the intensity of the work of citizens seeking to become owners of real estate.
The functioning of the real estate market is carried out through the actions of its subjects, which include: sellers, buyers, professional participants (institutional and non-institutional) (Figure 7).
Table 7. Subjects (participants) of the real estate market
|
1. Sellers (lessors): property owners (legal entities and individuals); builders (developers); bodies authorized by local authorities, etc. |
2. Buyers (tenants): legal entities and individuals; investors and equity holders; government bodies, etc. |
|
Subjects (participants) real estate market |
|
|
Professional Members |
|
|
3. Institutional participants (representing the interests of the state): courts and notaries' offices; bodies for registration of rights to real estate and transactions with them; federal and territorial bodies regulating urban development, land management and land use; bodies of technical, fire and other inspections involved in the supervision of the construction and operation of buildings and structures, etc. |
4. Non-institutional participants (working on a commercial basis): building contractors; real estate agencies; evaluation agencies; law firms; banks; mortgage agencies; Insurance companies; media, etc. |
Due to its specificity, the real estate market has a number of features that distinguish it from other markets presented in Table 7.
Table 8. Features of the real estate market.
|
Characteristic |
|
|
Localization |
|
|
Type of competition |
|
|
Elasticity proposals |
Low, with an increase in demand and prices, supply increases little |
|
The nature of demand |
Demand is individualized and not interchangeable |
|
Degree of openness |
|
|
Product competitiveness |
|
|
Zoning conditions |
|
|
Registration of transactions |
legal complexities, limitations and conditions |
|
Price |
includes the value of the object and associated rights |
Thus, it was determined that the real estate market occupies a special place in the economy of any country. Acting as a complex integrated category, it combines the various interests and forms of activity of its subjects; various spheres of influence - from economic to social; a number of functions that have an impact on the economy of the country as a whole. At the same time, the increased relevance of marketing research of this market is typical for regional real estate markets, a feature of which is the obligatory orientation not only to local conditions, but also to the general situation in the country.
In real estate, one can distinguish three main lines of research:
- Research/reviews of the market as a whole or its separate segments
- Research of construction projects (objects, territories, etc.) in all segments of the real estate market
- Research and analysis of existing / operating real estate objects with each of the segments
Real estate market research, mainly carried out three different methods:
1. Market research, by classical methods desk research.
2. Market research by conducting expert interviews.
3. Research of potential consumers (usually performed in relation to a particular property in order to clarify its consumer characteristics or assess its market demand).
The company ANTEMA from its work focuses on the complex application of all three methods of research, in relation to each specific project or segment of the real estate market.
The analysis appears in the form of three interdependent studies that confirm and complement each other, which gives the owner / investor the most complete picture of the market of the real estate segment of interest and market prospects.
The main research work carried out by Antema specialists:
1. Identification and analysis of zones of influence of projects / real estate objects
- main transport routes
- main settlements
- determination of the density and number of population in the zone of influence
2. Analysis of projects / properties and locations
2.1 Analysis of the physical characteristics of projects / real estate. Factors limiting the potential use of the Site:
- terrain of the location
- the shape of the site where the project/property is located
- Availability and characteristics of access roads
- the presence of natural and man-made objects on the site/as part of projects/objects that limit the use
- provision of communications
- urban planning restrictions (altitude, red lines, view lines, etc.)
2.2 Analysis of existing projects/real estate objects:
- determination of the main consumer characteristics
- determination of the main qualitative and technical characteristics
- definition of the project/property class
2.3 Analysis of transport, pedestrian and visual accessibility
2.4 Measurement of car and pedestrian traffic along adjacent routes in order to determine the amount of potential target audience for commercial buildings.
2.5 Analysis of the immediate environment of projects / properties. Characteristics of the surrounding buildings:
- survey and description of the existing environment
- planned residential and commercial construction
- road construction
- analysis of plans for development and reconstruction of facilities in the immediate environment based on information about the available initial permits, information from the media and other open sources, expert interviews
3. Analysis of various segments of the real estate market
3.1 Analysis of all segments of the real estate market of the location area, development trends:
- collection and analysis of information about the existing proposal, characteristics and classification of the proposed objects
- objects under construction, projects presented on the open market
- level rental rates and sales prices, vacant areas (expert assessment)
4. Analysis best use projects / real estate objects and development of an enlarged concept for the development of the analyzed territory as a whole
4.1 Identification of strengths, weaknesses, opportunities and threats of different use cases for the Site
4.2 Compatibility analysis of different use cases for the Site
4.3 Formation of the concept of development of the Site based on the best use
4.5 Determination of the maximum output of areas of various functional purposes, the balance of the territory
4.6 Characteristics of potential buyers/tenants
4.7 Formation of forecast rental rates/sales prices for future premises in accordance with the developed concept.
5. Expert interviews with leading real estate market players in the studied market segments
- classification of the studied segments of the real estate market of the location area
- expert assessment of market volumes for the studied segments
- promising areas of new construction, areas of mass development
- major implemented and planned projects announced on the market
- expert assessment of the location and types of real estate recommended for construction
- expert model of the object - type of real estate for each of the segments, volume
6. Conducting surveys of potential consumers in all studied market segments
- Survey of potential consumers to determine the potential target audience based on the concept
- Survey of potential consumers to determine the main points / places of concentration of the target audience
- Preparation and conduct of mass surveys of potential target audience
- Processing and analysis of the obtained results
7. Pre-brokerage of retail and entertainment space for commercial real estate
- Formation of the list of anchor tenants
- Formation of a list of potential tenants of the entertainment zone
- Formation of a list of tenants of retail space
- Determining the interest of potential tenants in the project (testing the concept on potential tenants, including anchor tenants)
- Formation of predictive rental rates and sales prices, in relation to the formed list of tenants.
8. Carrying out a detailed economic analysis developed concept and development economic model project/property
9. Project development terms of reference for development architectural project site development
1The article considers the specifics of marketing research in the real estate appraisal market. The characteristics of services and the process of their consumption, as well as factors that affect the demand for real estate valuation services are considered. In the process of forming motivation for the target segment of consumers of real estate valuation services, it is important to take into account the motives associated with the consumption of this service. Important parameters for choosing an appraiser by the consumer are the professionalism of the staff, the image of the enterprise, and comprehensive accessibility. The process of consuming real estate valuation services includes traditional stages, but has its own specifics. It is shown that the type of assessment (mandatory or initiative) influences the marketing policy of a real estate appraisal enterprise. The necessity of creating a marketing service at the enterprise for its successful functioning has been identified and substantiated.
marketing research
marketing
real estate
1. Anurin V., Muromkina I., Evtushenko E. Marketing research of the consumer market. - M.-St. Petersburg, - 2006. - P.29.
2. Badaraeva R. V., Sharaeva A. S. Theoretical aspects assessment of the real estate market in Russia // Young scientist. - 2016. - No. 4. - P. 336-339.
3. Belyaevsky I.K., Marketing research: information, analysis, forecast. - M.: Finance and statistics, 2001. , - P.48.
4. Kotler F. Marketing management. Tutorial. - M.: - 2001. - P.170
5. Malykhin S.A. Real estate market in Russia. - M.: Vesta-M, 2012, - S. 428.
6. the federal law"On valuation activities in the Russian Federation" No. 135 dated July 29, 1998 (as amended).
The main task of marketing services is to provide benefits and benefits to the consumer, determine the target market and promote services to this market. The difficulty lies in determining the benefits of the service. The benefit from the service can only be determined by the consumer (client) who used it. The main purpose of service marketing is to help the consumer evaluate various services so that he can make the right choice for himself.
Under the modern concept of marketing, it is assumed that the economic environment is focused on more efficient and complete satisfaction of consumer demand through the development of services, as well as the participation of consumers in the process of interaction when they are provided.
The real estate market in the Russian Federation is one of the largest segments national economy. At the same time, its development largely depends on the state of affairs in other key sectors of the economy. The Russian real estate market is sensitive to crises, to the macroeconomic situation.
The basis of transactions with residential facilities is legal relations, the subject of which is the purchase, sale and lease of commercial property. It can be noted that both noted areas perform a number of important functions for the national economy of the Russian Federation:
stimulating demand in the lending market;
Stimulation of supply in the construction market;
stimulating growth money supply in in large numbers other business segments - the field of real estate appraisal, production of building materials, varnishes, paints, finishes, wallpapers;
solution of urgent social tasks associated with providing citizens with housing.
Thus, the real estate market is one of the most important drivers of economic growth in the country as a whole. A feature of the real estate market is the need to assess real estate.
The need for real estate appraisal arises when:
purchase, sale or lease of an object;
corporatization of the enterprise;
cadastral valuation;
determining the taxation of immovable objects;
Loan secured;
· insurance;
making a real estate object in the form of a contribution to the authorized capital of an enterprise or organization;
attraction of investments;
entry into inheritance rights;
· resolution of property disputes;
liquidation of the enterprise;
Calculation of the tax amount for real estate objects;
in other actions that are related to the realization of the right to real estate.
The process of valuation of real estate objects is concluded in determining the value of the owner's rights to property. For the buyer, it is necessary to understand what the value of this property is for him and why.
Real estate transactions are private in nature, the information offered is not always correct and complete. Therefore, a professional independent valuation of real estate is the most demanded type of valuation activity. But the citizens themselves need to have a certain knowledge base in this area.
Marketing research of the real estate valuation services market consists of a systematic collection, display and analysis of information necessary for making managerial decisions at the enterprise. With their help, the organization's strategic marketing asset is formed, as well as the information resource necessary to ensure more efficient work of the appraisal organization in the future.
Service - activity for the production of a product (tangible or intangible), carried out by order of the client (consumer), together with the client and for the client, with the transfer of the product to the client for the purpose of exchange.
An enterprise must take into account the characteristics of services when creating a marketing program (Figure 1).
Figure 1- Characteristics of services
Factors that influence the demand for real estate appraisal services:
the price of the service;
the quality of the service provided;
· consumer preference;
The consumer's income
Saturation of the market with services;
An interest rate on a deposit that encourages consumption or savings.
The company needs to find its place in the market in order to identify its own competitiveness. This concept refers to the competitive position of the enterprise, which is established in key areas of its work. Competitiveness directly depends on the occupied market share and the level of profitability, the higher they are, the higher the competitiveness of the enterprise and its position in the market. The competitiveness of the services provided by the enterprise largely depends on its overall competitiveness in the market.
More than 5,000 appraisal companies operate on the real estate appraisal market in the Russian Federation, so it is necessary that the quality of their appraisal services be at the appropriate level. Evaluation services have a number of features that determine the specific requirement for marketing and management in the service sector.
In the process of forming motivation for the target segment of consumers of real estate valuation services, one should take into account not only the motives that are associated with the service itself, i.e. service, social environment of the enterprise, etc. It is also necessary to take into account the motives associated with the consumption of this service, i.e. preference for the performance of work by a professional who will complete it faster, better, and maybe cheaper.
In the market of real estate appraisal services, information awareness increases the level of many factors, such as, for example, the qualifications of staff, the location of the enterprise. But, we must remember such a property of the service as intangibility, that it is difficult to demonstrate and guarantee its quality characteristics.
The most valuable sources of marketing information are activities that allow you to "embodied" the service, the so-called guarantees. This is because the risk in purchasing a service is perceived to be much higher than the risk in purchasing a product. In addition to the service itself, in the service market, important evaluation parameters are:
the personnel who provide the service;
the complexity of the availability of the enterprise;
the image of the enterprise.
The process of consumption of the appraisal service, due to its specificity, dictates special requirements for the organization of the work of the enterprise, which is natural. Marketing-oriented management claims that in planning the activities of an enterprise, the behavior of its consumers is the starting point.
Due to the intensification of competition in the market for real estate valuation services, it is necessary to take into account the intention and behavior of the target segment of consumers when determining such parameters as:
· schedule;
standards and types of service;
requirements for personnel;
marketing mix activities.
The real estate appraisal activity has a specific feature. There are two types of real estate valuation (Figure 2).
Figure 2 - Types of real estate valuation
The process of consumption includes next steps(Figure 3).
Figure 3 - Service consumption process
This service consumption process is applicable to all types of services. But, since the market for real estate valuation services has a certain specificity and type of valuation, it is necessary to emphasize the difference in the sale of mandatory and proactive valuation.
The sale of compulsory appraisal is facilitated by the existence of certain state norms, i.e. the imposition of the state significance of consumption on real estate valuation services. In this case, it is necessary to competently present this service to the consumer so that all his requests are satisfied.
As for the marketing of an initiative assessment, the situation here is a little more complicated, since in this case it is necessary to form the desire of the consumer (client) to make this assessment. It is necessary to arouse the consumer's interest in this real estate appraisal service.
The society of any country in the world is interested in high-quality and reliable information based on uniform standards. The main goal of enterprises that provide real estate valuation services is the need to create favorable conditions for the interaction of different areas of the enterprise, to satisfy consumer demand, because this is the key successful activity enterprises.
The difficult economic conditions of the modern market oblige enterprises to have marketing services in their structure, which play one of the key roles in their activities, since, by conducting market research, they provide the necessary information for making decisions. strategic decisions. At the enterprise, the presence of a marketing service is not only required condition effective work and development, but also necessary condition its survival in the market.
Bibliographic link
Bolshunova A.V., Fangmann G.O. THE SPECIFICITY OF MARKETING RESEARCH IN THE MARKET OF REAL ESTATE APPRAISAL SERVICES // International Student scientific bulletin. – 2016. – № 2.;URL: http://eduherald.ru/ru/article/view?id=15852 (date of access: 04/20/2019). We bring to your attention the journals published by the publishing house "Academy of Natural History"
