The Effect of Quality Market Research on the Marketability and Profitability of Real Estate Investment in Emerging Economies

Abstract

ESV Nworah Joseph C

The ever increasing global competition among real estate investment organizations has it made imperative for industry players to continually invest in real estate market research to guide them in investment decisions. The quality of market research report provided by the market research professional/consultant is expected to reflect on the quality of outcome of investment decisions made by the investors ad invariably affects the marketability and profitability of the investment concerned. This study investigates the effect of quality market research on the marketability and profitability of real estate investment in developing economies taking Lagos-Nigeria, as case study. The study area is Lagos metropolis, southwestern Nigeria, chosen because of its strategic relevance in real estate investment, as emerging market. Research design is cross-sectional type which is descriptive and the study population consists of respondents who are real estate research consultants and real estate investors in the study area. Random sampling technique was applied and research instrument was closed and open-ended structured questionnaire and face-to interviews for the primary data; and Journals, textbooks, published articles and internet for secondary data. Data collected was analyzed using simple descriptive and statistical tools such as frequency distribution tables, charts, percentages, mean scores, pearson correlation, Analysis of variance (ANOVA) as well as Likert scale. The summary of the result of the data analysis shows that market research contributes immensely to the Property Investment Performance in major indices. The result also established healthy relationship between the quality of market research and real estate investment performance showing that the correlation coefficient of 0.240 significant at 10% level. Subsequently, the study recommended among other things, the establishment of data bank for all real estate performance indices; and real estate market research institute by the Federal Government of Nigeria.

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