A Study Into The Level Of Application Of Marketing Research Strategies In Quantity Surveying Practice

Abstract

The quantity surveying profession has historically regarded research as an arcane and largely irrelevant indulgence pursued by the field of academia. Only rarely is research overtly commercially focused, and virtually never developed as a function of the Quantity Surveying profession’s commercial effort. The study sought to assess the level of application of marketing research in Quantity Surveying practice as well as bring to light the benefits that would ensue from its application. The research project has been written in five chapters. The first chapter contains a general introduction of the subject of marketing research as well as the problem statement, the research objectives, the hypothesis, the scope, the significance and the organisation of the study. In chapter two the main ideas in the theoretical framework upon which the study is based unfolds in the review of general theory in the various aspects of marketing research in general. The study then narrows down to marketing research by quantity surveyors. This theoretical framework formed the basis for field survey. Chapter three covers the research methodology. Information was obtained from quantity surveyors practicing in private consultancy firms. This data was collected from a total of 37 quantity surveying firms using questionnaires. Chapter four covers the analysis and interpretation of the actual data from the survey. This data was analysed using descriptive statistics to ease the interpretation and to quicken the completion of the research. It was largely described and presented in form of tables and percentages as appropriate. Chapter five contains the conclusions and recommendations. Based on the findings of the research it was apparent that most practicing quantity surveyors do not carry out formal marketing research and as a result various recommendations have been given.