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Direct versus search engine traffic : an innovative approach to demand analysis in the property market

Kaesbauer, Manuel, Hohenstatt, Ralf and Reed, Richard 2012, Direct versus search engine traffic : an innovative approach to demand analysis in the property market, International journal of housing markets and analysis, vol. 5, no. 4, pp. 392-413, doi: 10.1108/17538271211268538.

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Title Direct versus search engine traffic : an innovative approach to demand analysis in the property market
Author(s) Kaesbauer, Manuel
Hohenstatt, Ralf
Reed, RichardORCID iD for Reed, Richard orcid.org/0000-0002-7560-2941
Journal name International journal of housing markets and analysis
Volume number 5
Issue number 4
Start page 392
End page 413
Total pages 22
Publisher Emerald
Place of publication Bingley, England
Publication date 2012
ISSN 1753-8270
1753-8289
Keyword(s) home buying search process
search query data
google insights for search
transaction volume
house price
sentiment
search engines
property marketing
housing
prices
Summary Purpose – The application of “Google” econometrics (Geco) has evolved rapidly in recent years and can be applied in various fields of research. Based on accepted theories in existing economic literature, this paper seeks to contribute to the innovative use of research on Google search query data to provide a new innovative to property research.

Design/methodology/approach – In this study, existing data from Google Insights for Search (GI4S) is extended into a new potential source of consumer sentiment data based on visits to a commonly-used UK online real-estate agent platform (Rightmove.co.uk). In order to contribute to knowledge about the use of Geco's black box, namely the unknown sampling population and the specific search queries influencing the variables, the GI4S series are compared to direct web navigation.

Findings – The main finding from this study is that GI4S data produce immediate real-time results with a high level of reliability in explaining the future volume of transactions and house prices in comparison to the direct website data. Furthermore, the results reveal that the number of visits to Rightmove.co.uk is driven by GI4S data and vice versa, and indeed without a contemporaneous relationship.

Originality/value – This study contributes to the new emerging and innovative field of research involving search engine data. It also contributes to the knowledge base about the increasing use of online consumer data in economic research in property markets.
Notes Reproduced with the kind permission of the copyright owner.
Language eng
DOI 10.1108/17538271211268538
Field of Research 150403 Real Estate and Valuation Services
Socio Economic Objective 900203 Property Services (incl. Security)
HERDC Research category C1 Refereed article in a scholarly journal
ERA Research output type C Journal article
HERDC collection year 2012
Copyright notice ©2012, Emerald Group Publishing Limited
Persistent URL http://hdl.handle.net/10536/DRO/DU:30049921

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Created: Tue, 18 Dec 2012, 13:25:55 EST by Beatrice Fitzgerald

Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.