Chapter 6: Forecasting Ownership Benefits and

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Chapter 6: Forecasting Ownership Benefits and
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Chapter 6: Forecasting Ownership Benefits and Value: Market Research Copyright 2013 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-HillIrwin Multiple Factors Affect Real Estate Demand Needs for access (linkages)

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01
Chapter 6: Forecasting Ownership Benefits and Value: Market Research Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin<br>
02
Multiple Factors Affect Real Estate Demand Needs for access (“linkages”)
“location, location, and location”
Non-locational factors
Housing (style, design, size; financing available)
Commercial (tenant mix and character; parking facilities)
Offices (style, design, floor plate size; amenities and services; electrical and communications service) 6-2<br>
03
Market Segmentation Market segmentation: Differences in preferences or needs among market subgroups
Implication of market segmentation: Market research must focus on relevant market segments
Corollary 1: Most real estate data is irrelevant in studying any particular property
Corollary 2: Most important data for a particular market segment may not be readily available 6-3<br>