Marketing Research



Questions for Hiong Dong Ceng Sdn Bhd Case 1. What are the two main issues that need to be addressed? Issues one: can all the properties be sold? Analysis of issue one Getting the sufficient customers whom are able to buy properties is the most important issue that the housing developer must to consider. Because build houses and properties just for sale out and get profits from it. Otherwise, housing developer would suffer a losing proposition. Therefore, there are certain relevant problems that have to do the further research and experiments. ‘Can all the properties be sold out? can be the issue that housing developer must be think of. Issue two: do the same people buy the properties? Analysis of issue two Who would interest in houses and properties? And who would forward to buy those houses and properties? These two quite different questions are often facing by housing developers. Same as ‘needs’ and ‘wants’, people need it does not mean that they will buy it. Because of there are many different communities. For example, people who always go to luxury shop, not only all the rich customers, but also quite number of customers look for promotion products.

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It always depends on the communities. As a result, we can say ‘Do the same people buy the properties? ’ is the main issue that housing developer should think of. 2. For each issue, determine what relevant existing knowledge that you have. Issue one. ‘can all the properties be sold? ’ From the existing information we have known: There are four kinds of properties. Low cost, medium cost, and high cost and also commercial units. Housing development component and expect sale price:

Low cost: RM42, 000 – RM47, 000 (single storey terrace house) Medium cost: RM80, 00 –RM100, 000 ( RM170, 000 with a double story) High cost: RM255, 000 – RM310, 000 (double storey terrace house) Commercial units: RM90, 000 – RM2, 950, 000 The existing knowledge need to know by further observation. Population of Siburan town. The income level of residents of surrounding towns and villages. Issue two. ‘Do the same people buy the properties? ’ The residents of the area surrounding Siburan were mainly villagers of low to middle income and of course they want to buy the low cost houses and not high cost houses and commercial properties.

But what we do not know is, are all the residents are low income people, and social structure of those place. Because the income level does not only depend on the area, also lie on different group. For those people who just are living around but working at other place, and those people are native but have better family background. 3. What would be a relevant theory? Relevant theory: consumer behavior theory: Information search: personal source, commercial sources, public sources and the personal experience. The Evaluation of alternatives Purchase decision

Postpurchase evaluation 4. For each issue, formulate your proposition / hypothesis Proposition For issue one: Customers who are with low income native would like to buy low and medium cost houses. Customers who are with high income and from Kuching or surrounding towns would like to buy the medium and high cost houses. Customer who are business investors would like to buy the commercial properties and any cost of houses. For issue two: The properties will be bought by different local communities, other residents from surrounding town and villages, and business investors. . Design a research that can test your proposition / hypothesis and provide a conceptual framework. 6. Who will be your population? Sarawakian, Especially at Kuching, Sibu and Bintulu. 7. How will you sample? We sample by based on sampling unit, especially at Siburan area, Kuching area, Kota Padawan and Kota Samarahan area. 8. How will you analyze? Interview—- record —- transcribe —- key in SPSS( frequency & descriptive analysis) —- annotate —- annotate data — coding data—- content analysis —- multiple coders.


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