Basic Marketing Research 4th Edition Renters

Basic Marketing Research 4th Edition Renters

• • 2k Downloads • Abstract The traditional Dutch rental contract is permanent (i. Samsung Dvr Shr 2160 Software Update. e. Time unlimited), but there are indications that in recent years the number of temporary rental contracts has increased considerably. Dutch housing policy appears to be responding to this by pursuing deregulation of the conditions under which temporary rent is permitted.

It is in this regard startling that there is no reliable data available about the size or character of the temporary sector, and it has thus far not attracted any scholarly attention. Given that temporary rent can be viewed as a form of precarisation, a transfer of risk to citizens, with corresponding negative effects on the lives of those involved, it is imperative to close this knowledge gap. This paper is a first attempt to do this. Firstly, I systematically review the scarce evidence that is currently available, and secondly, I explore why the rise of temporary rent has thus far failed to stimulate any social debate; it appears to constitute a silent precarisation that contrasts with the politically sensitive issue of labour precarisation. In doing so, I will identify the research questions that must be answered if the significance of this process for both tenants and wider welfare-state restructuring is to be fully understood. ‘Everyone is living anti-squat!’ was the title of a recent news item on the Dutch national popular television channel RTL4 (EditieNL, 5 December 2012).

On experiential learning and focuses on the value that marketers create, malhotra basic marketing research 4th edition pearson - for undergraduate level courses in marketing research with a hands on do it yourself approach malhotra offers a contemporary focus on decision making illustrating, marketing 4th edition rent. Let’s say your airline does something to piss you off (shocking hypothetical, I know). If you’re like most people, you probably complain directly to the airline.

Although ‘everyone’ is clearly hyperbole, in the last 15 years, the Netherlands has indeed seen a proliferation of temporary housing arrangements (Buchholz; Van der Molen ). It is, for instance, estimated that there are 50,000 anti-squatters; rent paying, live-in security guards occupying empty buildings, in the Netherlands (Renooy ). The rise of such precarious housing is striking, given that strong protection of tenants has been the norm in the Netherlands for decades. Normally, rental contracts have unlimited duration and can only be terminated by the landlord for a legally very restricted number of reasons (Lawson ). Most rent prices as well as ceilings on annual increases are determined by the government (Haffner and Boumeester, ).

Basic Marketing Research 4th Edition Renters

In contrast, temporary contracts offer hardly any protection to the tenant. They are characterised by their limited and usually unclear duration (Uitermark ), while rent prices are often determined by the market. Officially, to rent out a dwelling with a temporary contract, the house owner requires a permit. Permission is restricted to specific situations (i.e. Substantial renovation or demolition in the foreseeable future, sale of a previously owner-occupied dwelling) for a limited duration when it is deemed infeasible to rent out dwellings on a permanent basis (Dutch Vacancy law, article 15). The second main form of temporary tenure in the Netherlands is anti- squat, where the renter functions as a low-level ‘security guard’ for an empty property by living in it. The anti-squatter is not paid for this function and furthermore is expected to pay rent.

Although reliable figures are not available (Priemus ), anecdotal evidence suggests that both temporary rent and anti-squat are increasingly becoming normal forms of living. According to an article in the national newspaper De Volkskrant (Gualtherie Van Weezel ), applications for temporary rent permits doubled in 2011, and for instance, in 2013, almost half of all dwellings rented out newly by Amsterdam housing corporations had a temporary contract (calculated from AFWC:66). Various sources indicate explosive turnover growth in the anti-squat brokerage sector (e.g.

Reijmer; Voorn and Heesakkers ). Moreover, there is a tendency amongst politicians and policy makers towards expansion of temporary rent. Following an extension of the maximum period of temporary rent from 3 years to 5 years in 2005, the Dutch parliament in 2013 decided on a further relaxation of the regulations to make even longer periods permissible. New, far-reaching changes normalising temporary renting contracts are at the time of writing under discussion in Parliament and expected to come into effect by July 2015. It is striking, in this regard, that when asked by critical members of parliament how large the temporary rent sector actually is in the Netherlands, the Ministry of Housing responded that no official statistics are available (Report of the Discussion ). In academic circles, there has also been very little attention for the issue (but see Priemus ). Scientists studying housing tend to focus on topics such as, for instance, the role of real estate capital in the financial crisis of 2007–2008 and its aftermath (e.g.

Ronald and Dol ) or the economic and social effects of the shift from renting to home ownership (e.g. Helderman et al.

There is, however, little attention for shifts towards temporary contracts inside the rental sector itself. Academic studies of the Dutch housing sector consistently assume that temporary rent is a structurally marginal phenomenon. Although research agendas are of course always socially constructed, this opinion (as discussed later) is at least partly informed by the difficulty of quantifying the size and growth of the sector. I argue that the absence of rigorous analysis of temporary housing in the Netherlands needs to be addressed because of its potential impact on the wider Dutch housing sector and because of its implications for the more general precarisation of existence in advanced welfare states. Precarious living arrangements are widely acknowledged to impact negatively upon people’s lives (Cairney and Boyle; Elsinga et al. Apart from the actual reality of finding oneself without affordable accommodation as the contract ends, the fear of losing one’s home is also influential (Hulse et al.

This influences people’s ontological security, a concept coined by Laing ( ) and developed by Giddens (, see also Saunders ). It refers to the way people give meaning to their life, and how continuity and stability help deal with the experience of everyday events. It is difficult to build a stable life, if it is unclear when one has to move and what opportunities for new accommodation will be available. The increase in temporary housing arrangements can be seen as a form of precarisation. This concept usually refers to the increase in precarious work: ‘employment that is uncertain, unpredictable, and risky from the point of view from the worker’ (Kalleberg:2). Since the end of the 1970s, due to political and economic restructuring, labour relations have increasingly become characterised by a shift of risks from the employer to the worker (Thompson ). As a result, Bourdieu ( ) famously stated that precarity is now everywhere (see also Beck ).

It is clear that there are parallels between the socially negative effects of precarious housing and those associated with precarious labour. Yet, there have thus far not been any notable attempts to understand temporary housing in terms of the precarisation literature or to analyse why (in contrast to labour) there is so little critical attention for the growth of temporary housing. I propose a research agenda for analysing the growth of temporary housing through a precarisation lens.

This will enable a better understanding of the wider significance of this silent precarisation for broader welfare-state restructuring. In the remainder of this paper, I begin by formally defining the concept of temporary rental arrangements and describing the main forms that currently exist in the Netherlands. After verifying that there are no meaningful data available regarding the size of the temporary sector, but that there are nevertheless many strong signals that the sector is (rapidly) growing, I then turn to the question of why the rise of temporary rent has thus far failed to stimulate any social debate. This silent precarisation is then compared to the politically sensitive issue of labour precarisation. Towards a conclusion, I identify the research questions that must be answered if the significance of this process for both tenants and wider welfare-state restructuring is to be fully understood. Some methodological suggestions for future research are also made.

2 Temporary rent in the Netherlands. Before trying to gauge the character and extent of temporary rental arrangements in the Netherlands, it is necessary to first define what is meant exactly by temporary rent. The core of such rental arrangements is that they can be ended without the landlord being legally obliged to give a juridically valid reason for not continuing the lease. This includes fixed-term contracts (e.g. 6 months) where the landlord is under no compulsion to renew the lease after expiration, and unlimited contracts (such as anti-squat contracts) in which no end date is given such that the landlord can terminate the contract at short notice. In addition, I focus on temporary rental arrangements in the context of residence, as opposed to other forms of use, so short-term accommodation for recreation (i.e.

Holiday homes) or renting for business purposes is excluded from my definition. Lastly, arrangements that do not involve an exchange of money (i.e. Letting somebody stay for free in exchange for labour) are not considered. In the Netherlands, permanent rental contracts have been the norm for a long time. Such contracts are characterised by strong tenant rights, because they have an unlimited duration and can only be terminated by the landlord for a legally restricted number of reasons. The tenant, on the other hand, can in almost all cases always terminate the contract on a short notice of 1 month, without having to supply a reason. Furthermore, the starting level of the rent as well as ceilings on annual increases are in 95% of all Dutch rental contracts not determined through the market, but subject to regulation (Haffner and Boumeester ).

Lastly, most housing regulation applies irrespective of the ownership model. That is, rent protection in terms of security of tenure, rent levels and rent increases exists regardless of whether one rents from a private landlord or a non-profit housing corporation. Permanent contracts in the Netherlands can only be terminated by the landlord for three reasons, which have to be proven in court before eviction becomes legal (Dutch Civil Law Book 7:271–282, Lawson ). Firstly, if the tenant fails to meet certain basic legal requirements, a court can terminate the contract. For example, a tenant is obliged to pay the rent, to not cause extreme nuisance (noise, criminal behaviour) and to not damage the property. To secure eviction on such grounds, a landlord has to prove in court that the tenant has persistently violated at least one of these basic requirements.

The second legal ground for ending a permanent contract is that a home owner urgently needs the property because he/she or a member of their close family wishes to live in it. In this case, the landlord has to prove that she/he cannot reasonably be expected to seek accommodation elsewhere.

(Moreover, if the owner bought the house less than 3 years ago, this ground does not apply.) The last legally allowed reason for terminating a rental contract occurs when the home owner wants to demolish the dwelling or renovate it so extensively that the tenant cannot continue to live in it. In most cases, the landlord is then obliged to supply other, comparable housing to the tenant.

Table summarises the main differences between permanent and temporary rental contracts in the Netherlands. If we now turn to the international context, we note that in Western Europe tenants’ rights are in broad terms quite strong as well. Contracts are either permanent or long term, with a right to renewal. While starting rents are often determined by the market, ceilings on annual increases are often state regulated. In Germany, Denmark and Sweden, for instance, most rental contracts are permanent and subject to largely the same conditions as in the Netherlands (Kemp and Kofner; Scanlon ), while, for example, in Belgium, Austria and France, contracts are usually of limited but long duration, and the landlord has to supply a valid reason in court akin to the ones described above for not renewing the contract (Scanlon ).

In contrast, Anglo-Saxon countries are characterised by weak tenants’ rights and market dynamics (Scanlon ). Here, contracts that are either of limited duration without a right to renewal or of unlimited duration but with termination possible at short notice are the norm. In the UK, for instance, leases of 6 months are most common. The situation in the USA, Australia and Canada is similar. The main differences between Anglo-Saxon and European rental systems are summarised in Table. The similarity with Table is deliberate: temporary contracts within the otherwise permanent European rental system can be viewed as (emerging) islands of Anglo-Saxon rental norms within that system.

Having characterised the four main forms of temporary rent in the Netherlands, it is relevant to ask how often they occur. Unfortunately, there are currently no meaningful statistics available. At the national aggregate level, nothing is known. The state-commissioned National Survey on Housing in the Netherlands (WoON), for example, that is repeated every 3 years and for which more than 40,000 respondents are interviewed, does not include any question about the form of rental contracts. Statistics Netherlands does not have any data either. An isolated housing corporation or municipality might, from time to time, publish some data on temporary rent, but this occurs in a purely ad hoc fashion and is an inadequate basis for systematic, structured analysis. Data on the different forms of temporary rent are also sparse or non-existent.

For example, the only estimate we have of the number of anti-squatters in the Netherlands (between 20,000 and 50,000 on a total population of 16.4 million) comes from Renooy (:36). His sources are one interview with an unidentified respondent and the text found on the website of one anti-squat agency (Renooy ). Because of the lack of data, the upper bound of his estimate is continually repeated in the media (e.g. Van der Tol; Van der Ploeg ). Anti-squat agencies are generally reluctant to release detailed data about their activities, arguing that it could undermine their position in the market.

Most striking, however, is the lack of structured data regarding the more official forms of temporary rent. As far as we have been able to ascertain there are no pooled statistics available at any level regarding the number of (formerly owner occupied) dwellings that are being temporarily rented out while they are being sold. Similarly, there is little data available on the number of student/youth contracts. Furthermore, temporary rent in the context of urban renewal is not monitored. The Dutch federation of housing corporations (Aedes) collects no data on temporary rent (personal communication Aedes, 5 March 2015). Yet, there are several reasons for thinking the temporary sector is growing. One important reason is the impact of the global financial crisis of 2007–2008 and the ensuing global economic recession.

Many urban renewal projects have been delayed or cancelled. Even before the crisis, many housing corporations already had the tendency to switch from permanent to temporary rent many years before the urban renewal event nominally justifying the switch—renovation or demolition—actually takes place (de Zeeuw, ). In this way, the housing corporation can avoid displacing permanent renters later in the trajectory and hence avoid the need to rehouse and compensate them. The price, of course, is that the dwelling potentially spends many years more than necessary (or, indeed, legally allowed) outside the regular, permanent rental circuit. The crisis has only served to exacerbate the phenomenon: planned dates for renovation and demolition are postponed, but the temporary rent persists. The financial crisis has also impacted on the private market. The number of dwellings for sale has been continually increasing, while the average time that a dwelling is for sale has significantly increased (NVM ).

The crisis has particularly impacted on office buildings, fuelling a boom in anti-squat agencies’ turnover (Voorn and Heesakkers ). While the phenomena described above are market driven, in the sense that lack of access to investment capital facilitates a lengthening of a temporary phase in the life of a building, they have been accompanied by regulatory shifts that began before the crisis but which have accelerated in its wake. Until 2005, temporary rent was only allowed in the case of advanced plans for demolition/far-reaching renovation or a vacated, previously owner-occupied home being for sale. In such cases, a permit could be obtained for renting the building out temporarily for a year. Afterwards, the permit could be renewed each year, up to a total of 3 years.

In 2005, this period was extended to 5 years. After a successful lobby of, amongst others, the Dutch association of owner–occupiers (Vereniging Eigen Huis), the Dutch Parliament decided in 2013 to relax the rules even further.

Private home owners selling their old dwelling on the market are no longer obliged to seek renewal of their temporary rent permit, but immediately obtain permission for temporary rent for 5 years, and in such cases, all regulations on the maximum rent level have been lifted. The argument is that many home owners did not intent to become landlords and that they struggle to pay the mortgage on the low regulated rents. Housing corporations are now permitted to temporarily rent out their houses for up to 7 years, while office space can be rented out for living purposes for up to 10 years.

Note that this does not mean that the tenant receives a single contract for 10 years. Rather, the tenant has a series of shorter contracts, often between 6 months and 2 years, which the house owner renews repeatedly. The lengthening of the legally allowed period of temporary rent up to 7 or 10 years inevitably raises the question how temporary temporary rent actually is. While the consequences of these latest changes of regulations were yet unknown because they were just coming into effect in the summer of 2013, at that very moment, a campaign for further relaxation begun. Kick-started by Amsterdam housing corporations, notably a publication by corporation Stadgenoot (de Langen and Anderiesen ), this lobby soon included the national association of housing corporations (Aedes), the aldermen in charge of housing of the four major cities Randstad, as well as the small orthodox Christian political party ChristenUnie (Nolles; Schouten et al.

Their arguments of creating living space for currently underserved target groups such as youngsters and increasing residential mobility convinced the current Minister of Housing Stef Blok. In summer 2014, he proposed far-reaching changes to the law. Temporary renting contracts will be introduced as a normal form of tenure. The only restrictions will be that the contract can be for a maximum of 2 years and that it cannot be extended for the same tenant. However, the modest amount of attention this proposal drew concerned not this previously unheard of major abolishment of rent protection, but focused instead exclusively on marginal specific measures for certain target groups such as students, youngsters or problematic renters (but see Dutch Bar Association ).

Indeed, Minister Blok ( ) downplayed the impact of these changes arguing that because of the transaction costs involved, landlords will not engage en masse in temporary contracts. The proposal was received positively by the majority of Parliament, and at the time of writing, it is expected that the changes to the law will come through by 1 July 2015. As such, it is entirely plausible that we will observe a further expansion of temporary living arrangements in the near future. In the previously highly regulated housing market of the Netherlands, this will constitute a significant shift towards weaker tenants’ rights. Yet, this change in the distribution of rights and risks between landlords and tenants has not sparked any discussion in the public domain so far. In the next section, I develop a tentative exploration why this shift is has been silent so far, and how we can understand it.

4 A silent shift. To fill the gap in our knowledge, we need to know more about the various forms of temporary rental arrangements in the Netherlands. Are there more contracts with a limited length, or are there more contracts that run indefinitely but can be ended with 2 weeks’ notice?

What are the main categories of people in precarious housing? Are they indeed young and unattached, as often is assumed, or are there also more vulnerable people ending up in temporary rent? Are motivations for being in this form of tenure mainly positive (low cost, easy access), negative (no alternative) or neutral? What combinations of such push and pull factors occur? How do residents experience this form of housing, is it stressful, problematic, adventurous?

Is temporary rent geographically concentrated in the four largest cities known as the Randstad, or in urban areas, or is it occurring throughout the country? And what proportion of the Dutch housing market is non-permanent?

These are some of the questions that need to be answered if we want to seriously engage with this neglected form of housing. But apart from these empirical questions into what, who and how many, there are also pressing broader questions. What does this shift signify? What is the history? Who are the main actors involved?

Can we observe similar changes in other countries, in Europe perhaps? How is the discourse pertaining to living in insecure circumstances evolving over time? What can we learn from the labour precarisation literature, and what are the differences and similarities?

I believe these questions (organised in Table ) can be summarised as follows. • What is the extent and character of precarious housing in the Netherlands? • How should we understand the silent growth of temporary rent in the Netherlands in the context of precarisation? Concerning method, it would be a great improvement if large-scale housing surveys (such as WoON) would recognise temporary rent as an existing form of housing and if questions concerning this form of tenure would be incorporated. In this way, the empirical foundations for accurately monitoring the character as well as the growth of the sector over time can be laid. Alternatively, data could be collected by devising and administering surveys targeted specifically on temporary rent. To obtain a deep understanding of how insecure housing impacts on people’s lives, more qualitative methods can be employed.

In particular, interviews with tenants will yield more insight into the experiences of people. The more general shift can be investigated by studying policy documents, media content, as well as through interviewing key figures such as directors of anti-squat agencies, housing corporations and politicians. These are just a few examples of how one could go about closing the gap in our knowledge.

Undoubtedly, other, more creative ideas could be employed. Psp Cricket Games 2016. But my main point is not how we should research precarious housing in the Netherlands, but that the issue urgently requires attention. A practical goal of proposing this research agenda is to provide policy makers with data on temporary housing in the Netherlands. This is especially relevant given that there is a clear trend in policy towards further expansion of the temporary sector.

By more accurately quantifying the size and character of the sector, we can clarify how far existing policy actually reflects, and influences, the reality of temporary rent on the ground. In this way, the desirability of future expansion of the sector could be critically assessed. Indeed, perhaps the most important goal of proposing this research agenda is to stimulate an open and fundamental societal debate about the appropriate balance between legal protection of renters and the rights of landlords. By gathering and making public information about the extent and the character of precarious housing in the Netherlands, not only a much needed empirical basis for such discussions will be created, but also the findings themselves will help put the topic of this silent shift on the agenda.