Research Paper Marketing Strategy

The targeted interviewees were: The population used for the interviews was small and therefore there is a likelihood that the information provided by the respondents is limited to the experiences of the respondents which may not accurately depict the state of the subject matter.Due to time constraints, the assessment focused only on the surveyor and developers side.Time was the limiting factor which could not allow for face to face interviews.

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The potential contribution of marketing in terms of obtaining competitive edge has been realised by management of many successful businesses therefore, the attention to this specific area of business practice has become greater than ever before (Egan, 2007).

Accordingly, today most of the concepts associated with marketing such as marketing mix, product life-cycle, PEST and SWOT analysis, Porter’s Five forces, Value-Chain analysis and others attract more interest than ever before and these marketing concepts are finding their practical applications among increasing number of businesses.

Quantitative research is generally “objective” in nature although some may argue that it can be “subjective” as well.

Creswell, (1994) defines quantitative research as an enquiry into social or human problem based on testing a hypothesis or a theory composed of variables, measured with numbers, and analysed with statistical procedures in order to determine whether the hypothesis or the theory holds true.

When deciding upon which research strategy to adopt one would have to identify the purpose of the study and the type and availability of the information that is required (Naoum, 1998).

Both research methods are interconnected and have been considered by scholars to complement each other.

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It has been noted to be divisible into two types; From a review of both quantitative and qualitative research approaches, it was determined that the quantitative research strategy would be used in conjunction with qualitative research, but not to a larger extent than at first envisaged because of limited access to numerical and statistical data from industrial property agents as they deemed the information confidential.

Interviews were utilised to gather data which can be used to determine the attitude of professionals within the industrial property market.

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