Course Overview
This course has a dual purpose. The initial focus is on being able to identify and confirm reliable research methodology required to build efficient and effective real estate marketing strategies required to capture and harvest relevant target markets. Students will explore research tools and techniques needed to execute various marketing research projects in a real estate market. Students will then evaluate how marketing research fits into the strategic planning process; conducting situation analyses and exploratory research; identifying and locating sources of secondary data. Working both individually, and in teams, students develop methods for gathering relevant data, and learn to analyze data sources and present research findings in written and oral formats. Students engage in a number of case analyses for the purpose of confirming, and proposing the most profitable marketing options for both residential, and commercial real estate sectors.
Prerequisite(s)
- REAL 5300 Real Estate Economics
Credits
4.0
- Retired
- This course has been retired and is no longer offered. Find other Flexible Learning courses that may interest you.
Learning Outcomes
Upon successful completion of this course, the student will be able to:
- Outline the basic steps of the marketing research process relevant to a real estate market.
- Explain different methods of conducting background exploratory research and situation analyses.
- Identify, locate and analyze sources of secondary data, including the Internet and other on-line resources.
- Conduct qualitative research including focus group and in-depth interviews.
- Analyze qualitative data and write an effective qualitative research report.
- Evaluate the basic methods of collecting primary quantitative data, select a sample using a suitable sampling method, estimate an appropriate sample size for a given survey situation, and develop an effective questionnaire using appropriate survey software.
- Design, plan, and execute face-to-face fieldwork.
- Conduct quantitative data analysis using appropriate statistical methods.
- Communicate research findings in a professionally written report and in a formal presentation.
- Research a real estate market for the purpose of identifying and confirming the most profitable market segments.
Effective as of Winter 2020
Programs and courses are subject to change without notice. Find out more about BCIT course cancellations.