En-suite talk

Article Abstract:

Approaches to market research in the UK construction industry tend to be rather haphazard. Very few of the largest construction companies are investing sufficient time and money in consumer and macro-economic research, and many build homes without really having any commercial justification for doing so. Questionnaires can be effective, but only if they are properly put together and analyzed appropriately. For this reason, it is vital that construction companies employ market researchers with a good understanding of market realities.

Research, Methods, Construction industry, Column, Marketing research, Market research

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A lesson from the boffins

Article Abstract:

UK housing developers are failing to address marketing issues adequately, even though the number of national housing transactions declined by 10% in the second quarter of 1998 from the year-earlier period. Many developers do not present their sites attractively, while others price their properties too highly and others do not pay sufficient attention to quality. It is now time for housebuilders to realize that property will no longer simply sell itself without the company having to make any effort to market it.

Marketing, Housing developers

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