Abordagens em pesquisas mercadológicas no mercado imobiliário - uma revisão sistemática

Abstract

All agents involved are interested in reliable and systematized information that helps consumers better absorb real estate market products. To this end, market research is a frequently used path to greater understanding of the forces that govern the market. The assertiveness of the definition of the data source and the method to be used considering the question sought to be answered, in addition to the careful elaboration of the collection instrument, are fundamental for the quality of the expected result. Thus, through a Systematic Literature Review, this study aims to understand what types, data sources and collection techniques are used in market research with clients and users in the real estate market, and for what purposes. The results obtained indicate that the use of secondary data in these researches is more recent, and more frequent when the objective is to evaluate the formation of property prices, while primary data are more used to understand preferences and demands and decision processes –For this purpose, questionnaires and interviews are used more frequently, respectively. Furthermore, the types of characteristics considered in the process also vary depending on the objective of the market research in question.