ence would be people who belong to the upper middle class. These people are more highly educated thus more careers minded, - 8 -and due to the higher income they are earning, therefore they tend to emphasize more on a luxurious home with self-sufficient facilities.Secondary Audience Although the targeted secondary audience would be people who are retirees or most probably planning for their retirements and no longer so career minded, but due to their status and assets they owned they should also belong to the upper middle class. 6. RESEARCH DESIGN AND DATA COLLECTION METHODThe main aim of this research is to discover what the target market thinks is most important when buying an apartment. By acquiring this information the results can then be used to help create a marketing plan. Both in-depth information and general opinions are needed to achieve this. For this reason, we have chosen to execute both a questionnaire and focus groups. 6.1 QUESTIONNAIREThe questionnaire will be conducted with people already living in similar apartments. The main aim of the questionnaire is to discover why they chose that particular apartment block. People that have moved in, in the last 2 years would be preferable as these people still have a good idea of why they moved there. They must also own the apartment. People that are renting would not have as strong an opinion as people that own the apartments. As the apartments have no view it is important to find what the respondents find most important in an apartment block besides the view. Eg. Apartment features, close to amenities, location etc. It is also important to discover what facilities they find the most important. The facilities that attracted them to the apartments, but also the facilities they actually use. - 9 -The location of apartments is another extremely important aspect and we must determine why they chose that location and to rate which locations they like the most. The questionnaire will...
