Modern marketing research techniques and the property professional

Abstract

Discusses the benefits to the property profession of pursuing a marketing philosophy in an attempt to gain a clearer understanding of how consumers perform in real‐life situations. Undertakes an empirical study using two market research techniques in an attempt to create an accurate picture of how industrialists approach the decision‐making process associated with location and relocation. The first of these is conjoint analysis and the second involves a more traditional hierarchical approach. Claims the results indicate that these techniques are inter‐related. Emphasizes the benefits to the property professional of understanding both types of analysis and stresses the need to embrace modern marketing techniques.